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Articles by 李青林
Browse 39 New Distribution articles by 李青林.
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If a New Product Can't Even Become an "Internet Celebrity," Can It Still Have a Future?
In recent years, Tmall e-commerce has created a batch of internet-famous products, with innovative brands like Zihaiguo, Single Grain, Satuday, AKOKO, and Wangbaobao receiving enthusiastic consumer追捧 upon launch, earning the nickname "internet celebrity brands." However, many believe these products are merely fleeting. Shi Fupeng, general manager of Zihaiguo and a veteran in the FMCG industry, disagrees, arguing that in today's market, becoming an internet celebrity is a必经之路 for all brands. He shares insights on how to create successful internet-famous products and build lasting brands.
李青林Be & Cheery's New 'Artificial Meat' Snack: A New Opportunity for the Snack Industry?
Recently, Be & Cheery launched an 'artificial meat' snack called 'New Meat Era Smoked Mini Sausages', drawing attention as China's first such product. Artificial meat is defined internationally in two categories: one synthesized from plant proteins, amino acids, and fats, and another cultured from stem cells in labs. Most products on the market are the former, known as plant-based meat, while the latter remains in R&D.
李青林As Beverage Peak Season Approaches, Nongfu Spring Launches 250ml Mini Bottles - Will They Be a Hit?
As the beverage peak season approaches, Nongfu Spring has introduced a series of 250ml mini bottles, including tea π, Nongfu Orchard, Water-soluble C, and Vitamin Water. This move aims to attract young consumers through packaging changes, but whether these 'happy source bottles' will succeed remains to be seen.
李青林Tsingtao Beer's Three Axes: Can They Open the Path to Social E-commerce?
In 2020, beer distributor Lao Wang and his brand owner Zhang are anxious due to the pandemic's impact on sales. Tsingtao Beer launches a three-pronged strategy—community group buying, contactless delivery, and a distributor program—to enter social e-commerce, leveraging its early layout and integrated online-offline logistics. This move is seen as a long-term strategic initiative to enhance brand power and consumer engagement, not just a short-term remedy.
李青林Is Beer's Foray into Community Group Buying a Good Business?
The COVID-19 pandemic in early 2020 severely impacted China's FMCG market, with many offline stores closing and distributors facing inventory backlogs, while home delivery services saw a surge in demand. In response, beer brands like Tsingtao, Budweiser, and Snow launched community group-buying recruitment plans. This article analyzes whether this move is a viable business strategy, considering factors such as professional teams, differentiated products, distributor support, and pricing stability.
李青林Distributors Have Learned These Lessons from the Epidemic, and the Gains Outweigh the Losses
During the 2020 Spring Festival, sales were poor due to the COVID-19 outbreak. As of February 12, there were 44,732 confirmed cases nationwide. Distributors faced restrictions on people, goods, and venues, leaving their Spring Festival stock largely unsold, causing anxiety. However, the crisis also offers opportunities for reflection and growth.
李青林Return-to-Work Guide | How Can Trading Companies Resume Work Safely During the Epidemic?
As the number of confirmed COVID-19 cases continues to rise, authorities across provinces remain on high alert, yet many large supermarkets and pharmacies stay open to ensure public access to essentials. In less affected areas, companies are gradually resuming operations as workers return to cities. Trading companies must implement strict protective measures to safeguard employee health.
李青林Hold On, Dairy Distributors!
As the number of confirmed COVID-19 cases continues to rise, the strictest prevention and control policies in various provinces remain in place, significantly impacting dairy distributors. Having stocked up for the Spring Festival at the end of 2019, many distributors invested heavily in display fees and end-cap displays to secure prime retail locations, but with lockdowns and consumers staying home, the market has stalled, leaving them with huge inventories and concerns about who will bear the losses.
李青林During the Epidemic, Every Manufacturer Should Send a "Letter of Comfort" to Their Distributors!
A distributor, facing over 2 million yuan in inventory during the COVID-19 outbreak, describes his panic and the steps he takes to self-rescue, urging manufacturers to help distributors clear stock.
李青林Innovation is Hard: Innovative Brands Plagued by 'Fake Brands'
Recently, the innovative snack brand Single Grain achieved success in anti-counterfeiting efforts, winning court rulings in Harbin, Hangzhou, Shanghai, and other places, leading to the removal of counterfeit products from platforms like JD.com and Tmall. This victory highlights the broader challenge of imitation faced by innovative FMCG products, which often lack patent protection, brand recognition, and channel advantages.
李青林8 Years in a 5th-Tier City: How He Used Equity + B2B to Grow Sales from 0 to 500 Million
Fan Xiaocai, a distributor in Tongren, a 5th-tier city with only 4.3 million people, has grown his company's annual sales to an expected 500 million yuan in 8 years. By leveraging a betel nut brand to secure 12,000 retail outlets, then expanding into FMCG with a large sales force, employee equity incentives, and a B2B platform, he achieved remarkable growth.
李青林Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?
Tsingtao Beer recently launched the "Encounter" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, featuring three classic van Gogh works—"The Starry Night," "Sunflowers," and "Wheatfield with Cypresses"—on the cans of its full-wheat white beer. The article explores how beer brands can innovate through IP collaborations, using this case to discuss the necessary conditions for successful brand-IP partnerships.
李青林Transformation in One Year: Securing 1,600 Restaurant Clients, He Doubled Sales with the Distribution-Store Model
Jiangsu Lianyungang Yiheng Grain and Oil, primarily dealing in Yihai Kerry products, had only 20 restaurant clients before its transformation, focusing mainly on secondary wholesalers, KA channels, seasoning stores, and fresh food stores. After a year of transformation, it now serves 1,600 restaurant clients and has doubled its sales. How did they achieve this? Recently, New Distribution had an in-depth exchange with Mr. Lu Yulong, General Manager of Yiheng Grain and Oil. As a second-generation successor to the distributor, Lu did not rely solely on his father's existing business but conducted market research at the end of 2018 to seek new opportunities.
李青林Achieving 300 Million in Sales in 2 Years: How One FMCG B2B Platform Grew Against the Tide in the 'Deep Water' Period
In 2019, distributors faced a tough year as market downturn and internet disruption forced transformation. While many traditional distributors failed in their B2B pivot due to incomplete product ranges, weak customer loyalty, and poor logistics, Xi'an-based Jiapin Yunshi achieved over 300 million yuan in sales in just two years by focusing on product strength, efficient supply chain, and excellent store service.
李青林Wahaha and Wang Leehom's Split: No Mistake!
Recently, Wahaha made headlines again after Zong Fuli's remarks about ending the 20-year endorsement deal with Wang Leehom. She stated that Wang was replaced due to his age and consumer aesthetic fatigue. The public criticized her comments, but from a business perspective, the decision aligns with market trends and brand strategy.
李青林Six Years Online, Breaking Records Repeatedly: How Tsingtao Beer's E-commerce Has Grown
At 00:15 on November 11, 2019, Tsingtao Beer's Tmall Supermarket sales exceeded its entire 2018 Double 11 sales. After 24 hours, Tsingtao Beer broke records again, with Tmall flagship store sales up 212% year-on-year on Double 11, and ranking first among JD.com POP stores and fastest-growing in JD's liquor category. 2019 marks Tsingtao Beer's sixth year online, during which it has repeatedly broken records. As a leading Chinese beer e-commerce player, how has it achieved continuous growth?
李青林Is Selling Through Top Influencers Like Li Jiaqi a Good Business?
After Double 11, Li Jiaqi and Pechoin trended on social media. The century-old Chinese brand failed to appear in Li's livestream as scheduled, prompting Li to remark that future cooperation would depend on fate. This incident highlights the tension between brands and influencers, raising the question: is influencer marketing a good business for brands?
李青林Tsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing
At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance. The report highlights significant sales growth across e-commerce platforms, successful influencer marketing, and innovative strategies like the Night Owl beer and panoramic museum.
李青林Double 11: How Brutal Are the Price Cuts?
Double 11 is a shopping frenzy where brands offer rock-bottom prices on e-commerce platforms. This year, the price wars are fiercer than ever, with brands sacrificing profits to attract traffic and sales.
李青林Banning False Food Claims: What Else Does the New Food Safety Law Implementation Regulations Signal?
One month later, the revised Regulations for the Implementation of the Food Safety Law of the People's Republic of China will take effect. For food production enterprises, the revised Regulations will bring these impacts: -01- Illegal enterprises have nowhere to hide: a blacklist system is established. With intensifying market competition, copycat and counterfeit products still flood the market, harming consumers and legitimate enterprises. The revised Regulations establish a blacklist system for serious violators in production and operation, and also establish a joint punishment mechanism for dishonesty, linking food safety credit status with market access, financing, credit, and credit reporting, and promptly disclosing it to the public.
李青林The Awkward Position of NFC Juice
Have you ever bought NFC juice priced above 15 yuan? How many times? Leading brands like Huiyuan, Nongfu Spring, and Uni-President have entered the NFC juice market, yet why haven't they achieved billions in sales? Despite being known for freshness, health, and nutrition, NFC juice has failed to capture consumers in the era of consumption upgrade. From Zero Degree Fruit Workshop's entry in 2012 to Luckin Coffee's foray in 2019, over seven years, as players entered and exited, this once-promising juice category has fallen into an awkward position in China.
李青林Five Years, Four Victories: The Winning Strategy of China's First 'Blue Army' in Beer
Since 2014, Tsingtao Brewery established its 'Blue Army' innovation marketing division to tackle the industry's downturn and brand aging. Through four major campaigns—craft wheat beer, ultra-premium beer, private customization, and e-commerce—the Blue Army achieved victories, revitalizing the brand and setting a benchmark for innovation.
李青林40 Years of Counterfeits in China
A look at China's commercial history reveals that counterfeits emerged almost simultaneously with the reform and opening-up. During the planned economy era, factories were either collectively or state-owned, leaving little incentive for profit, so counterfeits were rare. As China transitioned to a market economy, individuals could establish companies for production, processing, and sales, leading to a surge in demand and shortages, which, combined with the pursuit of economic benefits, caused a proliferation of knockoffs and fakes. The article traces the evolution of counterfeits from low-end to high-end, from offline to online, and examines the underlying logic, including economic development, consumer demand, low manufacturing barriers, and price and cognitive factors.
李青林Note: The Essence of Internet-Famous Products Is Not 'Internet-Fame' but the Right Marketing Approach!
We are in an era of product explosion, fragmented information, diversified channels, and segmented consumer demands, marking the entry of China's FMCG industry into a niche era. In this new era, consumer choices vary, and internet-famous products emerge endlessly. Chinese consumers prioritize product quality over quantity, selecting the one that suits them from thousands of options, expecting brands to understand them better. It is difficult for any single brand or category to satisfy all consumers, and each niche holds immense opportunities; capturing consumer insights is key to success.
李青林