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The Battle of Pre-made Dishes: How to Fight This War?
Since its inception, pre-made dishes have been controversial, with mixed reviews, and even many industry insiders are pessimistic. The controversy largely stems from the fact that pre-made dishes serve not only B-end but also C-end consumers. In China, there are already about 20,000 pre-made dish companies, but the market is highly fragmented, with average annual sales of around 15 million yuan per company, totaling a market size of 300 billion yuan. Before last year, these companies mainly sold semi-finished dishes to institutional clients such as restaurants, companies, schools, and government agencies.
田静Junlebao's Long-termism Reflected in the Counter-trend Growth of Jianchun
The two eternal questions for any enterprise are survival and development. When survival becomes a habit, development is easily overlooked; in fact, development is the long-term cause of an enterprise. How to measure the long-term value of an enterprise? Mainly by how well the brand represents a category, especially when consumers have needs and can evoke brand resonance through typical memory points. Yogurt is a major category representing healthy food today. When it comes to yogurt, who do you think of first? At the end of the first quarter of this year, Junlebao Dairy Group delivered a report card: in the first quarter of 2022, sales of Jianchun yogurt increased by 113.8% year-on-year.
田静Tea Drink Market Sees Ice and Fire, Meco Honey Valley Juice Tea Stands Out!
Is tea a good business? The answer is yes. In 2021, new-style tea drinks surged, with financing rounds and amounts hitting record highs, and '10,000-store brands' and 'new tea stocks' emerged. At the same time, fierce competition led to closures of many internet-famous brands. Amid this 'ice and fire' scenario, the industry is focused on segmentation and integration. Meco Honey Valley Juice Tea has carved out a new category and achieved phenomenal success.
田静Is the "Community Group Buying" Under Shanghai's Epidemic a Miracle of "Resurgence"?
Community group buying, once dismissed, has again become a symphony due to the Shanghai epidemic. Before this, community group buying had already begun its retreat, with platforms shrinking, transforming, and shutting down, intensifying elimination. In most people's view, community group buying has become a tough business, and platforms still holding their ground are like "grasshoppers after autumn," still bouncing stubbornly. However, the Shanghai epidemic has once again sparked a wave of community group buying, with some even believing that community group buying has "revived"! Is this really a miracle of "resurgence"? The epidemic...
田静Master Kong's Counter-Trend Growth: Aerospace Empowerment Opens a New Landscape
In April, China's aerospace sector will once again trend online. From 1 day to 6 months, and from 1 person to 3, China has repeatedly broken records for space stays, with Shenzhou-13 now in its return countdown. On March 24, CCTV reported that the three astronauts had begun return preparations, with the return mission scheduled for mid-April. This mission, the longest crewed flight in China's history, marks a new milestone in building a space power. As a five-year partner of China's aerospace program, Master Kong has leveraged this strategy to drive growth and fulfill its corporate responsibility.
田静Oat Milk Market Heats Up: Should Distributors Enter?
The plant-based milk track is getting increasingly crowded, especially with oat milk. Recently, global oat-based brand OATLY announced its Q4 and full-year 2021 financial results, showing full-year revenue of $643.2 million, up 52.6% year-over-year, with Asia revenue of $126.9 million, up 136.5%, indicating the strongest growth momentum. Meanwhile, in China, the oat milk and plant-based milk market has entered an acceleration phase, with forecasts suggesting the plant milk market will exceed 300 billion yuan by 2025.
田静"Light Salt" Becomes a New Trend, Wujiang Pickled Mustard Makes a Major Entry!
A talk by Zhang Puhong, deputy director of the George Institute for Global Health (China), highlighted that Chinese people consume more than double the recommended daily salt intake. This has spurred a trend towards reducing salt in food, with Wujiang pickled mustard launching a new light-salt product to meet health demands.
田静Entering the Coffee Track, Where Does Genki Forest's Confidence Come From?
As expected, Genki Forest has launched new products again. Currently, JD.com has listed coffee products co-developed by Genki Forest and Never Coffee, including unsweetened American and low-sugar rich latte, produced at Genki Forest's Zhaoqing factory in Guangdong. They are in pre-sale at 119.9 yuan per box (300ml*15), with 6 units sold. As early as 2020, rumors circulated about Genki Forest entering the coffee industry, and now the new products have put those rumors to rest. From sparkling water to mineral water to coffee...
田静Price Hikes: A 'Wolf in Sheep's Clothing'
Every grain of dust in the era falls on each individual like a mountain. The recurring pandemic and the sudden Russia-Ukraine war, seemingly unrelated, affect everyone. For instance, price hikes. In 2021, a wave of price increases began, especially from the second half of the year when condiment giant Haitianwei announced price adjustments from October 25. Other companies followed suit, including Hengshun Vinegar, which announced price increases of 5%-15% from November 20. The trend accelerated with the outbreak of the Russia-Ukraine war.
田静Uni-President Releases Annual Report: 2021 Revenue Hits Record High of 25.23 Billion Yuan
Uni-President recently released its 2021 annual report, showing record revenue of 25.2306 billion yuan, a year-on-year increase of 10.08%. Beverage revenue grew 17.3% to 14.7378 billion yuan, while food revenue grew 1.1% to 9.5249 billion yuan. The beverage segment saw double-digit growth, driven by tea and juice, while food revenue accelerated in the second half, up 14% year-on-year.
田静Everyone Is Marching into the 'Metaverse'? Can This New Concept Bring New Growth to FMCG?
The 'metaverse' concept is spreading rapidly across industries. This article explores what the metaverse is, why it has become a trend, and whether it can drive new consumption growth in the FMCG sector, citing examples like Baidu's Xirang and Wanglaoji's digital collectibles.
田静Baixiang Food: 25 Years of Deep Roots for Infinite Upward Possibilities
China, with a history of five thousand years, has entered a new era, rising to the center of the world stage. Baixiang Food, reflecting on this context, emphasizes its commitment to innovation and the 'Chinese Spirit' over 25 years, focusing on Chinese flavors and social responsibility, aiming for growth in the new era.
田静Ye Maozhong Passes Away: What Thoughts Do His Once-Popular Advertising Slogans Provoke?
Since January 14, a message has been widely shared: "Ye Maozhong, a famous Chinese marketing planning expert, died in Shanghai on January 13, 2022, at the age of 54, due to advanced cancer." His company confirmed the news on its WeChat official account, stating that "in accordance with Mr. Ye's last wishes, the funeral was kept simple. His family expresses gratitude for the concern from all sectors of society." In the comments, a veteran planner noted three points: he had the most successful cases for major brands, the most readers of his brand theory, and the most mourners upon his death, all unmatched in the industry. Ye Maozhong was hailed as the "Steve Jobs" of the marketing circle, known to all. Many netizens expressed sorrow, calling him the most admired advertiser in their university courses and a master of the marketing planning industry who created many legendary cases.
田静A Billion-Yuan Market Awaits: What's the Business Logic Behind Doudouben's Premium Upgrade?
A question on Zhihu asks: What do consumers pay for? The top answer: Users don't buy the product itself, but your solution. More precisely, consumers value whether the logic behind the product meets their needs. From the 50s-60s generation who grew up in famine, to the 70s-80s generation in an era of wealth disparity, to today's 90s-00s generation, the first to grow up in a prosperous and connected era, the shift from survival to quality, from scarcity to abundance, reflects an upgrade in the underlying logic of consumption: from having more to wanting better, from functional satisfaction to emotional drive. For companies, this is a process of winning the market by creating demand, putting people first, and uncovering hidden consumer needs to make them explicit.
田静A Short-Shelf-Life Revolution: From "Eating Enough" to "Eating Well"
In recent years, e-commerce platforms like Miss Fresh and Hema Fresh have rapidly risen, with consumers unanimously citing "freshness" as the reason. A survey on short-shelf-life bakery packaging found that 47% of consumers prefer products with a shelf life of 15 days or less, indicating a strong preference for freshness, which is driving industry changes.
田静The Diversification Woes of Wanglaoji
In August this year, Wanglaoji's parent company Baiyunshan released its 2021 semi-annual report: in the first half of 2021, Baiyunshan achieved revenue of approximately 36.129 billion yuan, a year-on-year increase of 18.57%, and net profit attributable to shareholders of the listed company was 2.502 billion yuan, a year-on-year increase of 41.84%. Among them, Baiyunshan's wholly-owned subsidiary Wanglaoji Big Health Company achieved revenue of 6.006 billion yuan, operating profit of 2.854 billion yuan, and net profit of 1.17 billion yuan, accounting for 44% of Baiyunshan's total net profit. The big health segment centered on Wanglaoji achieved revenue of 6.604 billion yuan, a year-on-year increase of 46.71%.
田静Uni-President Group's 'Empire Building'
Recently, Uni-President Group Chairman Lo Chih-hsien publicly stated that the company will focus on a 'lifestyle brand' strategy, with four main pillars: manufacturing + R&D, trade + distribution, retail + experience, and alliances + M&A, aiming to build an Asian distribution and lifestyle platform. This marks the second 50-year growth engine for Uni-President Group. Established over half a century ago, Uni-President Group is not only a leader in the domestic food industry but also a dominant force in Taiwan's consumer market. Unlike the first generation's manufacturing mindset, Chairman Lo has in recent years emphasized 'doing brands, not manufacturing,' leading the group's transformation.
田静What Are Companies Really Fighting About in Internal Strife?
In the journey of entrepreneurship, history often repeats itself. The legal battle between Li Ziqi and Hangzhou Weinian once again reflects the tangled internal conflicts among partners. In the FMCG sector, internal disputes over equity and trademarks are common. For instance, the seven-year 'Jiangxiaobai' trademark dispute ended with Tao Shiquan's company winning back the trademark from Jiangjin Distillery. Trademarks' uniqueness and exclusivity represent their immense value, especially when recognized by consumers and forming a market scale, as they embody brand value and are tied to interests.
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