Dealer Operations
The FMCG Rollercoaster: From Birth to Death in Ten Steps
An analysis of the rise and fall of well-known Chinese FMCG brands such as Sofe, Haodi, Xurisheng, Taizinai, Tianqi, Piaoying, Dihua Zhixiu, and Diao Pai reveals a ten-stage pattern from success to collapse. The stages include initial success, expansion, promotion-dependent sales, price erosion, hiring external experts, channel conflicts, and eventual failure, often leading to the demise of traditional Chinese FMCG companies.
彭成京