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Articles by 高级研究员 海游
Browse 210 New Distribution articles by 高级研究员 海游.
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210 articles · Page 7 of 9
Seven Years of Effort, Hubang Strategic Focus: Striving to Be the No.1 in the Meat Chili Sauce Category
China's spicy food lovers exceed 600 million, and the trend of spiciness is spreading nationwide, with chili consumption steadily rising. The chili sauce market is vast but has low entry barriers, leading to intense competition and low industry concentration. Hubang, after seven years of exploration, has launched a new strategic positioning as 'Hubang Meat Chili Sauce,' aiming to create a distinct category and become the leading brand in this segment.
高级研究员 海游2022 Budget Guide: How Should Brands Review Their Gains and Losses This Year?
Projects without review lead to endless cycles of failure. This is a phrase I often tell my team, whether it's a small promotional event or a grand annual plan, review is a must. At the end of September, I participated in the review meeting of the National FMCG Conference organized by New Distribution. The team members spoke actively and did a commendable job, but there were also common issues found in all review meetings. Today, let's explore the underlying logic of work review.
高级研究员 海游Four Channel Coverage Priorities for Bottled Water Success
A product placed anywhere will find buyers, but not every location qualifies as a distribution channel. The essence of channels is how to reach consumers efficiently, cost-effectively, at scale, and through diverse touchpoints. Manufacturers must assess whether a channel is worth the investment, considering current and future profitability and its impact on other channels. Channel selection should align with product attributes to find the most suitable sales venues.
高级研究员 海游Without Capturing the 'Business District' High Ground in a City, Brands Cannot Establish Themselves!
China's media landscape has become fragmented and pervasive, leaving consumers numb to traditional advertising. Brands and distributors must now engage consumers through experiential, in-person touchpoints. As urbanization advances, business districts have become hubs for consumer activity, offering ideal venues for brand awareness and product experience. This article discusses how brands and distributors can break into these business districts to build influence and drive sales.
高级研究员 海游Don't Turn Jinmailang's "Four-in-One" into a "Four-Like-Nothing"
China's vast market means no single company can reach every corner with its own organizational capabilities alone. The shift from employment to partnership models—namely regional contracting—is an inevitable trend for efficient, low-cost channel coverage in FMCG. Many companies are learning from Jinmailang's "Four-in-One" model, but most are half-paralyzed or have completely disappeared. Based on personal experience, this article discusses nine common pitfalls in implementing regional contracting.
高级研究员 海游No New Model Can Overturn Deep Distribution!
This article aims to help brand owners establish the underlying logic for channel coverage design and planning in 2022. It presents two diagrams from the China FMCG Conference in September, showing the changes in FMCG distribution channels over the past decade. Despite changes in the number, types, and transaction structures of channels, certain factors remain constant: the endpoints (brand to consumer), the persistence of existing channels, the growth of 2C channels without major shifts in primary/secondary status, and the human-driven nature of channels. The core competitive factors are efficiency, cost, scale, and diversified consumer reach.
高级研究员 海游Bottled Water Is a Good Business, but the Pitfalls Outnumber the Paths
Bottled water is a good business, but the pitfalls outnumber the paths. This is the most common advice I give to every startup looking to enter the bottled water industry. In September, two companies interested in bottled water consulted with me extensively, and I'd like to share some insights.
高级研究员 海游Analysis of the "Three Forces" of Leading Domestic Beverage Companies
A friend recently asked about the domestic beverage market for foreign companies planning to enter. The author argues that any beverage company can become a 10-billion-yuan enterprise by perfecting the "Three Forces": product, brand, and marketing. The article analyzes these forces for major players like Nongfu Spring, Jinmailang, Uni-President, and Master Kong, scoring each on a 5-point scale.
高级研究员 海游2022 Budget Planning: How Should FMCG Companies Design Their Offline Channels?
Recently, I communicated with two companies with annual sales of around 2 billion yuan about channel coverage for the coming year, as they are about to start their 2022 budget planning. The channel coverage model has not been fully thought through; according to budget planning, the first version of the channel coverage budget must be ready by September, company-wide promotion and implementation plans for branch offices by October, and execution by November—time is tight and the task is heavy. Today, I will share the general framework of a channel coverage plan I just developed for a company, hoping the team can better understand and execute it.
高级研究员 海游Content Marketing: The Killer Move of Top Livestream Sellers and the Nemesis of Livestream Failures
Many celebrities have failed in livestream e-commerce, such as former hosting queen Li Xiang, whose sales didn't even cover the slot fee, and Xiao Shenyang, who sold 100 items but saw 80 returns. The root cause isn't their traffic but poor content marketing. Most brands' marketing content is formulaic, and all streamers express products in the same way. Content marketing is crucial for brands, especially startups, to gain high traffic with minimal cost and break through resource constraints.
高级研究员 海游Summarizing New Products from Nongfu Spring, Genki Forest, Mizone, Nestlé, etc.: New Trends in Beverages!
China's beverage market is booming, with a market size of 991.4 billion yuan in 2019, expected to exceed 1.3 trillion yuan by 2024. Based on new product launches by leading domestic beverage companies in 2021, this article shares development trends in the domestic beverage industry, including sparkling water, packaged water, functional drinks, tea drinks, and juice drinks.
高级研究员 海游With COVID-19 Flaring Up Again, How Should FMCG Manufacturers Navigate This Year's Mid-Autumn Festival?
As the Mid-Autumn Festival approaches, the resurgence of COVID-19 poses challenges for FMCG manufacturers. The author advises adapting to pandemic-era operations, emphasizing a positive outlook on outbreak control, and recommending strategies like demand-driven production, integrated online-offline channels, and a focus on home consumption trends.
高级研究员 海游From "If You Are the One" to Livestream Selling: How to Refine Product Selling Points?
This article discusses how to identify and refine product selling points, emphasizing that selling points should address consumer pain points rather than being self-proclaimed. It provides examples and strategies for differentiation and amplification of selling points.
高级研究员 海游Community Group Buying Enters Deep Water, New Voices in Traditional Markets
Community group buying has entered a deep-water zone, with supporters citing doubled order volumes in lower-tier cities as evidence of market acceptance, while detractors warn that unsustainable subsidy-driven practices are fleeting. The article explores various types of group leaders and consumer attitudes, offering recommendations for platforms to focus on quality, operational details, and leader development.
高级研究员 海游A 20,000-Word Guide to FMCG Manufacturer Promotions
This article provides a comprehensive guide to planning and executing FMCG promotional activities, covering annual planning, activity design, implementation steps, improving promoter productivity, and evaluation methods.
高级研究员 海游Community Group Buying Enters Deep Water, Traditional Market Ecology Shifts
A field visit to Zhenjiang reveals how community group buying platforms are aggressively recruiting store owners as group leaders through 'street-sweeping' campaigns, reshaping the traditional FMCG distribution landscape. Dealers face declining offline sales, while some adapt by diversifying brands, channels, and embracing e-commerce.
高级研究员 海游Promotion in Practice: Three Dimensions, Four Key Points—The Importance of Promotion Evaluation Cannot Be Overlooked
After a promotion ends, many teams hold symbolic evaluation meetings that focus on sales figures and competitor reactions, but lack data-driven analysis. This article outlines three evaluation dimensions (sales, effectiveness, and perspective) and four key points (overall strategy, process, distributor cooperation, and competitor response) to conduct thorough promotion evaluations that yield actionable insights.
高级研究员 海游A Successful Promotion: The Promoter's Contribution Is No Less Than 60%
This article argues that promoters are crucial to the success of promotional activities, yet many FMCG companies neglect their management. It offers insights into improving promoter productivity through human resource management, including planning, recruitment, training, performance, compensation, and employee relations.
高级研究员 海游Community Group Buying Exposes Four Capabilities Traditional FMCG Professionals Must Possess
The article discusses how community group buying has disrupted traditional FMCG jobs, causing fear and resistance. It argues that to adapt, traditional FMCG professionals must enhance four key abilities: cognitive level, learning ability, adaptability, and thinking ability.
高级研究员 海游Survival Strategies for Traditional Channel Practitioners Amid Community Group Buying
A recent article argued that while community group buying disrupts channel pricing and affects sales, it shouldn't be blamed for all declines. The real danger is traditional FMCG practitioners becoming 'lying flat' and passive; instead, they should adapt and learn from growing businesses.
高级研究员 海游Don't Let Community Group Buying Become the 'Scapegoat' for Declining Sales
Community group buying has been a hot topic this year, naturally becoming the biggest 'scapegoat' for declining sales among some FMCG marketers. After visiting several distributors and brand managers, I found many blaming community group buying for weak sales in April and May. However, I argue that they should first self-examine their own operations, then analyze the industry and market, rather than shifting blame.
高级研究员 海游How Far Can Community Group Buying Go at This Stage?
How far can community group buying go? Many traditional distributors have asked me this question, and my answer is: any business that defies basic commercial logic is a flash in the pan. This year, while operating several Unification products, I was shocked by the prices in community group buying, such as a 210g beef sauce at 4.9 yuan and two 200g mushroom sauces at 9.9 yuan, with the platform taking about 15% profit and distributors needing their own margins. If your products are genuine, what mindset does the brand have to engage in such a loss-making venture?
高级研究员 海游Promotion in Practice: Don't Waste Money, Don't Misuse People, and Create Growth in Store Promotions!
Recently, I've been dealing with in-store promotions. Since our promotional activities are mostly managed by distributors, results vary, activities become mere formalities, and plans are simple and crude. Money is spent, but few things are accomplished. Today, let's sort out how to design a promotional activity. Essentially, promotional activities follow a fixed pattern, just like the eight steps of daily visits by route salespeople. First, let's look at the purpose of promotions: under any conditions of socialized mass production and commodity economy, on one hand, brand owners cannot fully know what products consumers need, where, when, and at what price they are willing to accept.
高级研究员 海游Promotion in Practice: Can Store Promoters Be Franchised?
This year we became the national general agent for several Unilever products. As our distribution network expands into various retail outlets, the biggest challenge is improving promoter efficiency. After consulting with distributors of milk, daily chemicals, and ham, I've gained insights. Many companies rely heavily on in-store sales; for example, the well-known brand ZJ generates over 50% of its mushroom sauce sales in stores. In terms of staffing, many distributors have promoter teams several times larger than their marketing teams.
高级研究员 海游