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Articles by 刘芳
Browse 9 New Distribution articles by 刘芳.
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9 articles · Page 1 of 1
Digital Transformation in New Retail and FMCG: A War Without Smoke, Who Will Rise and Fall?
Business opportunities are fleeting; how can enterprises seize them? Retailer Lao Wang is troubled by the digital transformation trend, unsure of its necessity or direction. The article explores the concept, stages, manifestations, and characteristics of digital transformation in new retail and FMCG, illustrating with visionary scenarios and practical examples.
刘芳In 2022, How to Determine if Your Business Has an Opportunity to Transition Online?
A question that concerns business owners who want to transition online or are already doing so: how to determine if your business has an opportunity to transition online? Why transition online? First, the product side has changed. Products are divided into physical and virtual types. Let's think about a question: Are we short of products now? Yes, we are not short of products at all. The level of material satisfaction has far exceeded our actual needs. Imagine as an ordinary consumer, the products you see in offline physical stores are highly homogenized; what your store has, others have too; what your platform offers, other platforms will soon offer as well. Product competition is unprecedentedly intense.
刘芳99% of New Products Fail to Sell in CVS Due to These 9 Reasons
A brand owner, Lao Wang, finds his promotional product buried in a small corner of a convenience store chain's flyer, leading him to question the effectiveness of the marketing activity. The article explores the essence of designing attractive and high-converting marketing content, identifying nine common problems and six key elements for success.
刘芳How Can FMCG Brands Leverage Convenience Store BC Integrated Marketing?
Brand owner Lao Wang noticed declining sales of his products in convenience stores and lackluster results from a recent marketing campaign, while a competitor's product saw high store stocking enthusiasm and customer demand. This article explores the essence of the problem—how to fully penetrate the consumer market—and discusses the BC integrated marketing model for convenience stores, including its rationale, system construction, and implementation strategies.
刘芳FMCG Brands Deep-Diving into CVS Channels: Winning the Shelf, How to Stand Out Among Competitors?
Brand owner Lao Wang's products successfully entered the convenience store system, and after initial preparations and efforts, they finally reached normal sales status. One day, while inspecting the store, he suddenly discovered a similar product placed next to his own. Whether it was the brand name, packaging design, promotional price, or marketing activities, it was particularly attractive. Lao Wang felt that if he were an ordinary user, he might also be attracted. Lao Wang panicked, what should he do? Regarding this question, let's examine the essence of the problem. The root cause is: on the shelf, a battlefield without gunpowder, how can one win at the terminal through differentiated competition?
刘芳How FMCG Brands Can Run Valuable and Effective Marketing Campaigns in CVS Channels
After a product passes its trial period, a brand manager invests in a marketing campaign in convenience stores, only to see poor results. This article addresses the common problem of ineffective marketing in convenience store channels and provides a 12-point framework for designing campaigns that truly engage consumers, emphasizing user-centric thinking over channel-centric thinking.
刘芳FMCG Brands Refining CVS Channel: Brands That Don't Understand User Positioning Get Hurt
Where you fall, you get up and try again. Lao Wang once again brings several products to negotiate cooperation with a convenience store chain, but still has no clue: who are the main user groups of this convenience store brand? Are my products suitable for sale? Product suitability is crucial. Lao Wang holds the products in hand but still feels uncertain. The same scenario is encountered by many brand owners. Starting from this article, I will analyze from multiple dimensions and provide brand owners with methods to "fill the pits." In this article, I will answer: What methods can be used to understand the user groups of the convenience store brand you are cooperating with, so that your products are more suitable for sale and reduce the failure rate of cooperation?
刘芳A Guide for FMCG Brands to Avoid Pitfalls in CVS Channel Cooperation
A brand owner, Lao Wang, failed in his attempt to sell a product through a convenience store chain, highlighting common mistakes brands make when cooperating with CVS channels. This article analyzes the pitfalls from seven aspects—fees, trial sales, distribution, organization, management, execution, and data—to help brands understand channel characteristics and improve cooperation.
刘芳Can Dongpeng Special Drink, After Price Slashing, Make Big Waves?
Dongpeng Special Drink's canned product has been on the market for a year and a half, with its retail price reduced from 5 yuan to 3.5 yuan. Recently, a beverage distributor tipped off Information Times that the canned Dongpeng Special Drink, originally priced at 5-6 yuan, has been reduced to 3.5 yuan. The company confirmed the news, stating it is a proactive response to competition. Industry insiders note that the domestic functional beverage market is becoming increasingly crowded with new entrants and copycat products, while Red Bull, priced around 5 yuan, still holds a dominant position, making it difficult for competitors to challenge. Dongpeng's price cut is seen as a wise move.
刘芳