Brand Marketing
The Channel Evolution of a 137-Year-Old Brand: How Lee Kum Kee and Its Distributors Navigate Cycles Together
How does a condiment brand that has spanned three centuries and 137 years of history face the new era? At the 10th China FMCG Conference, Ms. Zhang Yaping, Vice President of Lee Kum Kee Sauce Group China and Head of New Retail Operations Center, delivered a keynote titled "Thinking of Others, Winning with 'Lee' – Manufacturer-Distributor Collaboration for Shared Value." The presentation was divided into three parts: Redefining Distributor Value: From Channel Movers to Value Creators; How Distributors Develop Amid Retail Channel Transformation; and A New Paradigm of Manufacturer-Distributor Symbiosis: From Transactions to Co-creation.
张亚苹