Articles by 新潮传媒集团

The Future Opportunities for Consumer Goods Lie Not on Shelves, but in Consumers' Minds

In the past, FMCG brands focused on grabbing channels, shelf space, and displays for growth; but today, consumers' purchase decisions are moving earlier. With the combined effects of instant retail, emotional value consumption, and AI search, brand competition is no longer just at the point of sale but earlier in consumers' minds. Whoever is remembered, trusted, and chosen first has the chance to win the next round of growth. At this year's 'CFC 11th China FMCG Conference', Zeng Jian, co-founder and co-president of Xinchao Media Group, mentioned that in the past, brands needed to solve 'how to be seen'; today, they must solve 'how to be remembered, trusted, and preferred'.