AUTHOR ARCHIVE
Articles by 林川
Browse 5 New Distribution articles by 林川.
Published articles
5 articles · Page 1 of 1
Star Livestream Commerce: To Play or Not to Play?
Since 2020, an increasing number of celebrities have joined livestream commerce, but issues like lack of professionalism, data fraud, and high return rates have cast doubt on its effectiveness. Brands must carefully consider whether to enter this space, focusing on matching celebrity personas with product positioning and selecting appropriate products.
林川How Should Beverage Brands Price 'Smartly'?
Recently, the topic of 'Haidilao's retaliatory price increase' has sparked widespread public debate. However, unlike Haidilao, which raised and then lowered prices, Heytea quietly managed to increase its prices by 2 yuan. The reason lies in market positioning: Haidilao lacks pricing power despite its fame, while Heytea's brand is less replaceable. This article explores the real factors behind beverage pricing, arguing that market factors, not costs, determine prices, and offers strategies for brands to raise prices effectively.
林川Forget It! Stop Being Superstitious About Brand Crossover and IP Co-branding!
Over the past two years, brand crossover and IP co-branding have indeed made domestic brands popular. As a result, more and more brands are joining this co-branding hype! The original intention of brand crossover and IP co-branding is to make 'ordinary' brands more interesting, thereby stimulating consumers' desire to buy. However, when this kind of thinking becomes a certain 'political correctness' in the marketing world, all brands are engaging in marketing gimmicks, falling into the self-entertainment of creating hit products. That is to say, although such marketing is harmless...
林川The Summer of Convenience Stores
Why has the internet failed to disrupt convenience stores? Despite the rapid growth of the internet and its impact on traditional industries, convenience stores have remained an exception. According to the "2019 China Convenience Store Development Report" jointly released by KPMG and the China Chain Store & Franchise Association, the industry grew at a stable and rapid rate of 19% in 2018, with a market size exceeding 200 billion yuan. Notably, the average daily sales per store surpassed 5,300 yuan, a year-on-year increase of about 7%.
林川Nine Years of Legal Battle with Guangzhou Pharmaceutical: Who Did JDB Really Lose To?
The long-running trademark dispute between JDB and Guangzhou Pharmaceutical over the 'Wong Lo Kat' brand has taken a new turn, with the Supreme People's Court ordering a retrial. Despite this, JDB has suffered significant setbacks in the market, facing financial, marketing, and distribution challenges.
林川