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Articles by 黄晓军
Browse 10 New Distribution articles by 黄晓军.
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2023, Survival Rules in the Shadow of Consumer Giants
A prediction: in 2023, new consumption will return to its true value. In previous years, new consumption was tarnished by speculators and quick-money seekers, making it synonymous with internet celebrities and white-label products. Those truly dedicated to their craft were frustrated. Looking back, 2021-2022 were stagnant years for the industry, and most opportunists couldn't sustain themselves. Some shifted to the metaverse, while others tried one last gamble and ended up unable to afford high-speed rail home for the New Year. The laws of market economy exist objectively; they may arrive late, but they will come. In 2023, let's pull up chairs and wait together.
黄晓军The Only Growth Opportunity in the Second Half of New Consumption
Last year, financial writer Shen Shuaibo proposed that any hot track in the domestic market would go through four stages: capital attention to serious teams, speculators entering, bubble bursting, and industry returning to rationality. By the first half of 2021, the bubble was gradually bursting, and a wave of closures came. At that time, friends in Shanghai organized a discussion on how to break through in the second half of new consumption, but I felt the concept was problematic; the second half might not have arrived yet. Until 2022, several brands I had favored faced problems: traffic fading, revenue declining, capital retreating, and internal conflicts. The real dividing line is not the closures but brands starting to clean up the traffic battlefield.
黄晓军A Wave of Food Price Hikes Reveals the True Hidden Champion in the Baking Industry
Amid a wave of price increases in early 2022, Ligao Food's announcement of a 3%-8% hike in frozen bakery products drew attention. The company, a dominant player with 10.4% market share in China's frozen bakery sector, is poised for tenfold growth in the next decade.
黄晓军New Consumption 2021: 10 Questions Insiders Won't Say
In 2021, new consumption saw initial market patterns, capital as a tool for brand壁垒, and heightened brand awareness, yet brands face unresolved issues like product aesthetics, sales performance, and the trap of copying successful models. The article outlines 10 unspoken challenges, from design and positioning to supply chain and brand replication, urging brands to focus on sustainable growth and authentic positioning.
黄晓军In-depth Analysis: The Most Promising Baijiu Company in China
This article provides an in-depth analysis of Jiangxiaobai, a Chinese baijiu brand that has achieved remarkable success in a highly traditional and consolidated industry. It explores the company's user-centric approach, innovative channel strategies, supply chain investments, and the role of its young team in driving growth, while also examining the challenges and opportunities it faces in the next decade.
黄晓军Another Beverage Defeats Coca-Cola: Selling 5.6 Million Bottles a Day, Earning 800 Million in Half a Year
Genki Forest has achieved its current success through game-like viral marketing, relying on two specific labels: sugar-free (0 sugar, 0 fat, 0 calories) and Japanese-style elements. According to a survey by CBNData, Genki Forest surpassed Coca-Cola in brand preference and sales, becoming the new star in the carbonated beverage category.
黄晓军“Oriental Magic Water” Jianlibao: Outshone Sanzhu and Apollo, Yet Reduced to OEM for Genki Forest
In 2020, Jianlibao launched new products, engaged with Douyin, live-streaming, and national trend marketing, while also serving as an OEM for the trendy beverage brand Genki Forest. Once the top national beverage brand, Jianlibao is striving to return to the public eye with determination.
黄晓军How Did the Hidden Champion of the Baking Industry Achieve a Market Value of 35 Billion and a 60% Net Profit Surge?
With low-end packaging, branding, and marketing, Taoli Bread's growth shows that seemingly low-end businesses often thrive. Over 25 years, from a small city in Dandong to 240,000 retail points, 5.6 billion in sales, and a 35 billion market value, the octogenarian Wu Zhigang has led Taoli Bread to defy business norms repeatedly. In an era of business failures, such occasional success stories are precious. When you think of bread, who comes to mind first?
黄晓军A Well-Known Liquor Company Is on the Brink of Collapse: Is the 600 Billion Yuan Chinese Baijiu Market Still Okay?
The oligopolistic trend has accelerated during the pandemic, with dominant players Moutai and Wuliangye continuously expanding their market share through channel and brand penetration. After the pandemic, the baijiu industry saw a divergence: while the top two companies reported strong Q1 2020 results, 16 out of 19 listed liquor companies experienced negative growth, and a well-known distillery is reportedly on the verge of collapse.
黄晓军What Can the Not-Yet-Dead Unmanned Retail Teach Luckin Coffee?
People have suddenly become the biggest burden in the business world. In 2017, Shanghai experienced its hottest summer in 66 years, and the city's first unmanned convenience store, BingoBox, was located on Changyang Road. Despite air conditioning, the 39.7°C heat melted the frosting and chocolate on donuts. In that scorching July, among those visiting BingoBox, urban management officers might have accounted for half, as the store was investigated for alleged illegal construction on its first day after reopening following an air conditioning failure.
黄晓军