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Articles by 龙小龙
Browse 4 New Distribution articles by 龙小龙.
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Want to Stand Out in FMCG? You Still Need Internet Celebrity Wang Sicong!
Wang Sicong, China's most famous rich second generation, has launched a beverage called EROS, priced at 9.9 yuan per bottle, with the slogan 'Live for fun'. This article analyzes how he applies internet celebrity incubation thinking to the beverage industry, examining its brand IP, market positioning, advantages, and potential flaws.
龙小龙Why Sparkling Water Is Poised to Be the Next Big Trend?
Last Friday, New Distribution published an article about sparkling water, sparking interest among many. Today, I will analyze why sparkling water is set to become the next big trend. First, ask yourself: do consumers truly seek 'scarcity' or 'efficacy'? My comprehensive analysis of the market reveals that most brands emphasize 'source scarcity,' influenced by the perception that rare is precious, leading consumers to subconsciously view sparkling water as scarce and expensive, rather than recognizing its unique 'efficacy'—a key reason for its current small market size.
龙小龙The Thinking Logic Behind Uni-President's Frequent Hit Products: Concepts, Desires, and Emotions
A friend in the health supplement industry asked the author about product thinking. The author argues that product thinking is consumer behavior based on market demand, and uses Uni-President's new product strategy to illustrate three key aspects: understanding consumer concepts, invoking shared emotions, and stimulating desires.
龙小龙If You Choose to Be a 'Premium Water,' You Are Destined to Be a Niche Brand!
Foreign premium water brands are flooding into China, while domestic premium drinking water brands are emerging one after another, intensifying market competition. In the era when technology was still mysterious, premium mineral water was often associated with impressive-sounding terms like 'oxygen-rich,' 'distilled,' and 'ionized'; today, it quietly embraces the concepts of 'original ecology' and 'zero additives.' The definition of 'premium' has evolved, but companies' determination to enter the premium market remains unchanged. In recent years, despite slowing economic growth, the premium mineral water market has continued to surge.
龙小龙