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Articles by 纳兰醉天
Browse 22 New Distribution articles by 纳兰醉天.
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Navigating the Trials of 2020: Laojunshan's Instant Noodles and the 'Rise' of Master Kong
Despite the challenges of 2020, the FMCG industry, particularly instant noodles, shone brightly. Master Kong and other leaders, through perseverance and innovation, turned adversity into opportunity, achieving record sales and reaffirming their market dominance.
纳兰醉天Middle-Aged Men and Entrepreneurship: It's Tough, but Please Believe
The Chinese character for dream is the setting sun under the forest; you think it has no light, but it shines there. Yet when you chase it, it hides among the trees, leaving you in darkness. How easy is it to destroy a middle-aged man? High mortgage payments, parents' health, children's education, and a future with no prospects. The world is particularly cruel to middle-aged men: companies say positions should go to the young because they are energetic, easy to fool, and cost less; the government encourages young people to start businesses because they have brains, ideas, and stamina; investors say they invest less in the post-80s and not at all in the post-70s, and avoid the post-60s. What's left for middle-aged men is layoffs, anxiety, and the lack of courage to take risks.
纳兰醉天JDB, Yili, Beingmate, Shuanghui... Which of the Top Ten FMCG Corporate Turmoils Affected You Most?
These events all took place in the past year of 2018. From JDB's leadership shake-up and Yili's stock plunge to Huiyuan's suspension and Shuanghui's African swine fever scandal, the FMCG industry faced significant upheavals. Which one had the greatest impact on you?
纳兰醉天Year in Review | Nice Group, Yunnan Baiyao, Saky and Other Major Events in the Daily Chemical Industry in 2018
This article reviews major events in China's daily chemical industry in 2018, including Nice Group's internal turmoil due to its contracting system, Yunnan Baiyao's controversy over its toothpaste ingredients, and Saky's successful foray into electric toothbrushes.
纳兰醉天Thirty Years of Health Products: Before Quanjian, How Wahaha, Robust, and Nongfu Exited the Health Product Industry
The article reviews the history of health products in China, highlighting how early industry leaders like Wahaha, Robust, and Nongfu Spring transitioned to FMCG, bringing their marketing tactics with them. It reflects on the industry's decline and the ethical concerns that led some founders to leave.
纳兰醉天Settling Scores After the Harvest: Employee Resignations, Distributor Flight, and the Inevitable Demise of Liby's Contract System
The contract system, a grave-digger for FMCG companies. In 2015, Nice introduced it, boosting performance and wages, but within three years it backfired, leading to mass resignations and Nice's decline. Liby, following suit in 2016, now faces similar consequences: employee departures, distributor defaults, and a looming crisis.
纳兰醉天Discussion: Which Pharmaceutical Company Makes the Best FMCG Brand?
Online voting has officially started; click 'read original' to view. It's a trend for pharmaceutical companies to enter FMCG, but can we find a pattern of success in these reviews? Wanglaoji Herbal Tea was the pioneer. Chen Hongdao, the Hong Kong agent, discovered the brand was owned by Guangzhou Pharmaceutical Group, and in 1996 they signed a lease agreement. However, for a long time, Wanglaoji struggled to find a suitable development model.
纳兰醉天Liby's Liubizhi Gets a New Spokesperson: Where Are Domestic Oral Care Brands Headed?
Can changing spokespersons solve brand aging? This article examines the challenges facing domestic oral care brands, using examples like Liby's Liubizhi, Nice Group, and Weimeizi Shuke, and argues that without clear positioning and consumer insight, advertising alone cannot drive sales in today's market.
纳兰醉天Walmart Fully Exits Harbin: How Long Can Big Supermarkets Rely on 'Protection Fees'?
Walmart's store closures in China continue, with 16 stores closed in the first half of the year and all four Harbin stores shut in July, marking a complete exit from the city. Despite Walmart's polite remark about potential future re-entry, the closures highlight the decline of modern hypermarkets, which have relied on charging suppliers and consumers extra fees, a model that is no longer sustainable in the face of changing consumer behavior and competition.
纳兰醉天Nice vs Liby: Alibaba vs Tencent in the Daily Chemical Industry
In the daily chemical industry, P&G, Unilever, and L'Oréal dominate all market segments, but two Chinese companies, Nice and Liby, have managed to stand firm and counterattack, each with annual sales exceeding 15 billion yuan in 2016. This article analyzes their strategies in product segmentation, channel management, and brand marketing, highlighting their different approaches and outcomes.
纳兰醉天Opinion: If the Big Player Dies, Will the World Be Better?
In 2016, if you weren't blackened, you couldn't call yourself an industry leader. Every FMCG professional felt a chill, or rather, a deep malice. We once thought we provided convenience, fair prices, and attractive promotions under the 4P and 4C theories, but consumers, aided by our peers, not only didn't appreciate us but deeply hated us.
纳兰醉天Top 10 Most Frustrating FMCG Companies of 2016
As 2016 comes to a close, FMCG professionals who have endured a year of frustration are ready to vent. Let's leave all the grievances of 2016 behind and welcome 2017 with joy. The article lists ten companies that faced major troubles, including Unification (sued over the 'Xiaoming' character), Shuanghui (criticized for importing pork), Blue Moon (fluorescent agent controversy), and others.
纳兰醉天You're Only an Alps Away from the Snooker International Championship
Li Na in tennis, Ding Junhui in snooker, and Liu Xiang in hurdling are three legendary figures in China. Compared to the quiet after the retirement of the tennis and hurdling stars, snooker has been full of excitement. The Snooker International Championship is currently the highest-level snooker event in China, second only to the World Championship globally, on par with the UK Championship, and surpassing the Wembley Masters. The total prize money is £800,000, with the champion receiving 8,000 ranking points and £125,000. According to the tournament's format, the top 16 players in the world rankings no longer receive direct entry to the main draw, but all will attend, making it a star-studded event.
纳兰醉天Decoded: How JDB Managed to Sell 200 Million Yuan in 11 Days During the Spring Festival?
Execution is the final battle, but planning is the guarantee of execution. 2015 was both the most dangerous and the most opportunistic year for JDB. The danger came from competitors' repeated legal victories, forcing JDB to make changes; the opportunity came from the transformation that allowed consumers to clearly distinguish the two brands and completely break away from competitors. From 'Celebrate an Auspicious Year' to 'Attract Wealth and Treasures', this article reveals the strategies behind JDB's Henan campaign, which achieved 200 million yuan in terminal sales during the 11-day Spring Festival peak.
纳兰醉天Without the 'Red Can' and 'Fear of Getting Heated', Can JDB Still Compete?
JDB has lost its 14th consecutive lawsuit, with a court ruling that the advertising slogan 'Fear of getting heated' belongs exclusively to Wong Lo Kat, and JDB must stop using related slogans and pay 5 million yuan in damages. Despite losing the trademark, red can packaging, and slogans, JDB maintains nearly 80% market share in canned herbal tea, relying on its strong marketing and distribution channels.
纳兰醉天The Return of the Great Sage in the Frozen Food Industry!
When it comes to frozen products, what comes to mind? Sanquan, Synear, and Wan Chai Ferry. But who is the Great Sage of the frozen food world? It's Kedi Frozen. Kedi was the first company to advertise tangyuan on CCTV, and after a period of obscurity, it has made a comeback with its dairy business listed on the stock market. Now, Kedi Frozen is poised for a resurgence.
纳兰醉天You Chase Your 'Sensational Marketing', I'll Do My Execution
This article is reprinted from the WeChat public account '纳兰醉天'. When sensational marketing replaces real marketing and chasing hot topics becomes the trend, how many companies can stick to their own principles? On July 15, the term 'sensational marketing' went viral, referring to the marketing frenzy triggered by the Uniqlo fitting room scandal. The author criticizes this trend and shares insights from his eight years at JDB in Henan, emphasizing the importance of execution and authenticity over chasing trends.
纳兰醉天Are You a Newbie at Work? Master These Six Moves from Master Na
Nowadays, knowledge elites and economic elites are in cahoots, with professors and scholars writing books and giving lectures on management and training, all from the boss's perspective to torment the working class. Books like 'Details Determine Success' just make the foot soldiers work diligently; 'The Man Who Delivered the Letter to Garcia' tells you not only to work but to work smart; 'No Excuses' means work overtime, overtime, and more overtime, without stopping—if you take a break, you're making an 'excuse.' Master Na wandered through bookstores but couldn't find books like 'Give Employees a Raise Now' or 'Find Ways to Increase Employee Benefits'—all they have are books teaching bosses how to be thick-skinned. Alas!
纳兰醉天How Hard Is the Daily Chemical Industry? Even the Man Behind P&G Can't Hold It Up
As Blue Moon products are removed from shelves and P&G streamlines its focus on daily chemicals, the industry faces a cold snap. The article reveals that Yihai Kerry, the man behind P&G, also failed in its own daily chemical brand, Qinjie, due to a lack of consumer experience and outdated strategies.
纳兰醉天Why I'm Not Optimistic About Wahaha and Nongfu
This article, reposted from the WeChat account 纳兰醉天, analyzes the challenges faced by Chinese beverage giants Wahaha and Nongfu Spring. It argues that their over-reliance on advertising and channel management, while neglecting consumer experience, has led to product failures and brand stagnation, and questions the leadership transition at Wahaha.
纳兰醉天From Baixiang's Termination of IPO
After three years of waiting, instant noodle giant Baixiang Foods finally gave up its IPO. On one hand, its core business of instant noodles has almost stopped growing; on the other hand, its fresh noodle business, once highly anticipated, has nearly burned through huge investments without expanding beyond its home base of Zhengzhou.
纳兰醉天JDB, Can You Still Sell Products Properly?
Some say that when Wanglaoji fails to sell products, it sues JDB to recover losses, while others say JDB happily engages in marketing PR after losing lawsuits, leaving a legacy in marketing history. The article reviews JDB's marketing campaigns and legal battles with Wanglaoji, highlighting the 'Let Wanglaoji Disappear from Chinese Shelves!' viral post after the Wenchuan earthquake donation, and critiques both companies' strategies.
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