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Articles by 赵波
Browse 345 New Distribution articles by 赵波.
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345 articles · Page 4 of 15
Why Most Sodas at the Spring Sugar Fair Won't Sell Well?
Most soda brands fail because they lack marketing capability despite having production capacity. The key to success is providing an irresistible reason to buy and designing an effective marketing plan around it, as exemplified by Da Yao's focus on the dining channel.
赵波GPT-4 is Here: It Answered Several Questions About the Future of Consumption, Brands, Marketing, and China
Last night, GPT-4 was officially released! OpenAI CEO Sam Altman introduced it directly: "This is our most capable model yet!" According to OpenAI's official introduction, GPT-4 is a large multimodal model, meaning its input can be text (up to 25,000 words) or images. For example, if you drop a glove, it will fall onto a wooden board, and the ball will bounce off. Even a simple sketch of a website on paper can be photographed and uploaded to GPT-4, which will instantly generate the HTML code for the site.
赵波Why Products Don't Sell: A Packaging Perspective
Packaging is a crucial medium for communicating with consumers, and design must provide a reason to buy. This article outlines eight key points for creating effective packaging that drives sales, including distinctiveness, usability, memorability, avoiding information overload, and conveying value.
赵波After the Ice and Fire, How Can Consumer Brands Seize New Market Opportunities in 2023?
Facing growth opportunities, think from first principles, returning to the essence of business and rethinking the logic and framework. The market has not yet recovered; 2023 is a tale of two extremes, with pessimism and optimism coexisting. From a pessimistic view, supply glut and negative population growth are key constants, along with the 'scar effect' and geopolitical impacts. Optimistically, the overall trend is improving, with GDP growth expected and new opportunities in new consumption, digital capabilities, new channels, and new demographics.
赵波Post-Pandemic Reflections on Growth
China's FMCG market has shifted from channel and brand-driven to brand and product-driven. As the pandemic recedes, many companies are setting aggressive growth targets, but the market has fundamentally changed, requiring new strategic thinking.
赵波Variables: Finding the Logic of Growth Within Trends
The 7th China FMCG Channel Innovation Conference, hosted by New Distribution, opened in Chengdu on November 3, attracting FMCG professionals nationwide. The main forum featured 14 keynote speakers, and this article shares the theme of finding growth logic within trends, emphasizing the importance of understanding slow variables and adapting to a new cycle.
赵波Written on the Eve of a New Cycle Amidst Great Changes
2022 has been one of the most transformative years for China and the world in recent decades. The Russia-Ukraine war, Sino-US confrontation, recurring global pandemic, commodity price volatility, and Fed rate hikes have all dampened consumer confidence. Many companies hoped for a better second half, but the market environment worsened. This article explores the underlying shifts in the consumer goods industry, the rise of consumer sovereignty, and the need for companies to adapt to a new cycle.
赵波New Distribution's Ten Judgments on FMCG B2B in 2022
In the past two months, the author visited regional B2B platforms and learned about their development this year. Despite the pandemic's impact, B2B has seen high growth and significant profitability, proving it as a crucial distribution channel. The market space vacated by JD and Alibaba has allowed many regional B2Bs to grow rapidly.
赵波How to Surpass Red Bull?
01 Is Red Bull unbeatable? Recently, while chatting with a friend in the beverage industry, he shared his view that after years of observation, Red Bull is truly the ceiling of functional drinks and the absolute hard currency in the beverage market. Despite the fierce competition between Huabin and Tians, it seems almost impossible for outsiders to break into this market. Is that really the case? This sparked some thoughts in me: There are many new consumer entrepreneurs making tea, sparkling water, and soda, but why hasn't a new consumer brand emerged in functional drinks? The innovation capability of Genki Forest...
赵波Four Stories to Understand in the Face of Major Trends
This article uses four stories to illustrate the importance of distinguishing between fast variables and slow variables in business. It argues that while companies often chase quick changes, true success comes from understanding and leveraging the underlying slow variables that drive long-term trends.
赵波The Era of Making Money by Price Differences Is Over
A distributor recently lamented that no product category is profitable anymore, with sales declining for two years and all side investments failing. Since 2018, many distributors have seen growth slow to single digits or stall entirely. The root cause is that the traditional model of earning product price differences is obsolete in today's oversupplied market. To survive, distributors must evolve toward digitalization, scale, omnichannel deep operations, and high efficiency.
赵波New Distribution's Ten Judgments on FMCG B2B in 2022
01 After JD and Alibaba educated the market, the vacated market space has led to rapid growth for many regional B2B platforms this year. Recently visiting Pinpianyi, Xu Yi told New Distribution that they expect to reach about 23 billion yuan in 2022; Yijiupi's scale is still around 10 billion, and it is said that Lingshoutong has fallen below 10 billion; several larger B2B platforms in East China such as Caihua Commerce, Zhongshang Huimin, Kuailai Zhanggui, and Wanquan Supei are currently at 2-3 billion; regional players like Jiabin Yunshi and Weiran Jinhe have exceeded 1 billion; single-city, single-warehouse operations like Rongcheng Yigou, Wuhan Huxiaosheng, and Luoyang Hecai are mostly in the 100-300 million range. This is only a part; many local B2B platforms have seen significant growth in both speed and single-warehouse scale. Although JD and Alibaba are no longer the leading players, their exit has in a sense freed up the ecological niche, making the industry more prosperous. And the next decade will be even better.
赵波How to Upgrade the Digital Capabilities of the Deep Distribution System?
Most companies' deep distribution systems face low visit rates, low per-capita output, high costs, management difficulties, aging teams, and serious talent attrition. Upgrading through digitalization can improve efficiency, reduce costs, standardize operations, leverage big data, automate transactions, expand contact surfaces, and extend transaction depth, but must address organizational rigidity, interest entrenchment, and lack of planning.
赵波In the Next 5-10 Years, 70%-80% of Small Distributors Will Be Eliminated
The article predicts that in the next 5-10 years, 70%-80% of small and medium-sized enterprises will be eliminated, and this is becoming a reality in the distribution sector. Traditional distributors are being phased out due to complex environments and new retail, while large distributors are rising and being supported by brands. The article analyzes the current forms of distributors, explains why the trend towards large distributors is inevitable, and advises brands to support large distributors and focus on their core competencies.
赵波The Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, new consumer brands have risen rapidly online, but as online traffic costs increase, they must explore offline channels. Success hinges on creating strong associations between products, scenarios, and target audiences, and establishing a stable value chain to ensure distribution and repurchase.
赵波How Should Distributors Plan for the Second Half of the Year?
Many distributors are feeling anxious this year due to the ongoing pandemic and global uncertainties. Key data points include a 0.4% GDP growth in Q2 and a projected population peak in China, signaling structural changes. Distributors should focus on stabilizing their core business, optimizing costs and efficiency, building organizational capabilities, and embracing technology to survive and grow.
赵波Genki Forest vs. Coca-Cola: Whose Cola is YYDS?
Genki Forest recently held a launch event and officially introduced a sugar-free cola, clearly aiming at Coca-Cola's core market. This article analyzes why Genki Forest entered the cola category, where the opportunities lie, and how it might succeed in this battle.
赵波Three Approaches to Product Promotion Using Digital Methods
When online channels fail to provide stable repeated information exposure, brands cannot build muscle memory or deeper consumer awareness. Therefore, brands are built under limited shelf space and scarce cognitive resources. Consumer awareness comes from both advertising and product experience, so today's product promotion success hinges on creating scenarios for rapid, repeated near-field experiences. This article explores three digital approaches: O2O via Meituan Flash Purchase, bC integration, and the combination of One Code One Product + SFA + B2B.
赵波In H2 2022, Holding the Fort and Pragmatic Management Are the Way to Win
Amid recurring COVID outbreaks and economic downturn, the article analyzes H1 2022 financial data showing a surge in household deposits and weak loans, reflecting stressed consumer confidence. It shares insights from industry leaders on navigating uncertainty, emphasizing the need to stabilize core business, adapt strategies, and for distributors to evolve their capabilities to survive intensifying market competition.
赵波Why Has the Trillion-Yuan Online E-commerce Not Produced a New Consumer Brand?
Despite China's massive middle class and advanced e-commerce infrastructure, new consumer brands have largely failed to emerge. The article argues that platform-based e-commerce, by focusing on price competition and lacking brand-building mechanisms, has prevented brands from forming, while suggesting that true brand opportunities lie in addressing spiritual values and finding niche markets.
赵波Thoughts on Livestream Commerce, Brand-Effect Integration, and the Relationship Between Brand and Private Domain
Online distribution traffic is becoming increasingly fragmented, a reality all FMCG professionals have felt over the past two years. Channel fragmentation essentially results from the continuous redistribution of traffic, with numerous new business models intercepting traffic upfront. This leads to reduced channel traffic and declining ROI, forcing brands to seek growth through squeezing competition. In this environment, growth inevitably comes from price cuts or grabbing market share, driven by oversupply, scarce attention, and weak brand power.
赵波Can We Just Lie Flat After the Pandemic?
The 2022 pandemic caught all FMCG professionals off guard, disrupting everyone's plans for the first half of the year. As the outbreak in Beijing and Shanghai began to subside at the end of May, people felt a glimmer of hope, but with less than a month left before the half-year mark, the article urges readers to stay active, learn, and adapt to the changing business landscape.
赵波How to View Digitalization: A Tool for Improving Efficiency or a Model for Driving Growth?
Coca-Cola's OBPPC theory is an occasion-based brand/pack/price portfolio by cluster, which designs product packaging, pricing, and promotions within a channel based on consumer scenarios. In today's digital era, products must offer full-scenario flavor, series, and specification combinations to meet consumer needs, and digitalization should be seen as a business model, not just a tool, as exemplified by Eastroc's success with QR code red packets.
赵波Six Things Needed for Products to Sell Through
Insight is the foundation of product development, requiring a deep understanding of consumer motivations and behaviors. A good insight must cover six key elements: scenario, category, brand, product, channel, and communication, which together determine a product's market success.
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