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Articles by 王超
Browse 5 New Distribution articles by 王超.
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Old-School Distributors Can't Board the Ship of New Sales
On August 17, under a blazing sun, the author attended the 'New Distribution - Distributor Member Club' national benchmarking distributor study tour, visiting Tangshan Yihe Trading. The event featured a keynote by Yuan Lai, Chief Content Officer of New Distribution, on the path for distributor transformation and upgrading, and a visit to Yihe's warehouse and discount snack store. The author reflects on the six stages of FMCG distributor evolution and shares insights on learning, future thinking, knowledge implementation, and industry changes.
王超If You Don't Get Packaging Right, You're Dead
Driven by consumption upgrades, packaging has elevated the aesthetics of Chinese FMCG products. It's a necessary trend: without investing in packaging, you can't attract consumer attention in channels, leading to high channel costs and a single high-cost channel situation. Packaging now must go beyond basic functions to drive sales, execute strategy, and engage consumers directly.
王超Blue Moon: Can't Sell Laundry Detergent?
Blue Moon successfully pioneered the laundry detergent category in 2010, but over time, its early category dividend advantage has been eroded by competing brands. To distance itself from competitors again, Blue Moon launched 'Machine Wash Supreme' concentrated laundry detergent in 2015. Four years later, despite continuous marketing efforts, the product has seen little success. This good-faith product has missed the opportunity to iterate against competitors due to a flawed strategy. To verify the effectiveness of Machine Wash Supreme, the author bought a set from the supermarket and conducted an experiment: applying red and black ballpoint pen marks on white clothing, letting it dry, then applying the treatment and detergent, and observing the stain dissolve quickly.
王超The Little Brother of Plant-Based Protein Drinks: How It Rose to Become the Industry Leader
This article analyzes how Liu Ge He Tao (Six Walnuts) transformed from a minor player into the leading brand in the plant-based protein drink category by reconstructing consumer demand, category value, and consumer perception, achieving annual sales of over 10 billion yuan.
王超Haitian Flavor Industry Annual Report Review: Hidden Concerns of the Condiment Giant
On March 10, condiment giant Haitian Flavoring released its 2015 annual report, showing revenue of 11.29 billion yuan and net profit of 2.51 billion yuan, up 15.1% and 20.1% year-on-year respectively, with net margin reaching a record high of 22.2%. Despite the sluggish domestic economy, Haitian achieved considerable growth, but a closer look reveals that its core product, soy sauce, grew only 6.6%, significantly below the company's overall growth, and this has been the case for five consecutive years, raising concerns about the company's long-term strategy.
王超