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Articles by 鲁秀琼
Browse 4 New Distribution articles by 鲁秀琼.
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Breaking Old Channel Patterns, Establishing New Consumer Order: 'Product, Store, Distributor, People, Money, Data' Must Be Redone!
At the CFC·11th China FMCG Conference main forum (March 16-18), Bain & Company global senior expert partner Lu Xiuqiong delivered a keynote speech titled 'Breaking Old Channel Patterns, Establishing New Consumer Order.' She highlighted that China's consumer market is undergoing deep shifts from demographics to channel structures, rendering traditional models for brands and distributors obsolete. Facing new cycles of down-market expansion, divergence, and omnichannel integration, companies must comprehensively rebuild capabilities and redo 'product, store, distributor, people, money, and data.'
鲁秀琼Bain & Company's Lu Xiuqiong: Consumer Breakthrough through Scenario Growth
Scenario marketing is currently a hot topic in the FMCG industry and a key strategy for driving growth. Over the past few years, it has been widely applied with notable results. Coca-Cola's OBPPC concept, which includes five elements: O for Occasion, B for Brands, P for Pack, P for Prices, and C for Channel, was proposed decades ago and has been practiced for over 50 years. The core of scenario growth lies in defining scenarios—composed of people, place, time, and emotion—to drive consumer demand. This approach requires a shift in business logic from production and price competition to demand creation through innovation and experience.
鲁秀琼Lu Xiuqiong: Navigating Cycles, Accelerating Omnichannel Growth
After a decade of rapid growth, FMCG companies face new challenges as investors tighten funds and once-brilliant brands struggle. At the 9th China FMCG Innovation Conference themed 'Supply Chain Revolution' held in Chengdu from March 14-16, Lu Xiuqiong, Global Expert Partner at Bain & Company, shared insights on 'Navigating Cycles, Accelerating Omnichannel Growth,' sparking lively discussions among attendees.
鲁秀琼Bain & Company Global Expert Partner and Former Coca-Cola China Marketing VP Lu Xiuqiong: The New Discipline of FMCG
Lu Xiuqiong, Bain & Company Global Expert Partner and former Coca-Cola China Marketing VP, discusses how FMCG logic has shifted from winning market share to creating demand, driven by new consumer consciousness, changed decision paths, and transformed brand-consumer relationships. She outlines the need for channel transformation, integrating physical and digital stores, and redefining roles in logistics, customer relations, and information flow.
鲁秀琼