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Articles by 刘伯约
Browse 4 New Distribution articles by 刘伯约.
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For a Condiment Brand to Succeed, Is Being Expensive Enough?
Condiments are getting more expensive. Recently, Haitian launched its 'Naked Soy Sauce' series, featuring a 0-additive concept and only five ingredients, pushing Haitian soy sauce into a new price range. A 460ml bottle sells for 39.9 yuan on Tmall. Meanwhile, Qianhe, known for its high-end positioning, continues to focus on '0-additive' and organic concepts, with its organic soy sauce priced at 49.9 yuan per 500ml. The shift reflects changing consumer demographics and a growing demand for health and convenience.
刘伯约The Battle Between Old and New: Traditional Brands vs. Innovative Brands – Who Will Dominate the Future?
In 2020, we witnessed new milestones: Genki Forest, founded only 4 years ago, succeeded with sparkling water, its valuation soaring by 10 billion yuan to 14 billion yuan in a year; domestic fruit tea brand CHALI secured successive funding rounds, while legacy tea bag brand Lipton was divested from Unilever due to brand aging; protein bar brand ffit8 surpassed 100 million yuan in sales in its first year; during promotions like Double 11, Wangbaobao overtook Quaker and Saturnbird defeated Nestlé, revealing a new competitive landscape. Reports on new brands were overwhelming, with many media and investors offering optimistic forecasts. New products...
刘伯约The Drawbacks of the Snack Giants, the Opportunities for New Consumer Brands
During this year's Double 11 shopping festival, the three giants Three Squirrels, Beiyuwei, and Liangpin Shop once again dominated the top three spots in the snack category. While Three Squirrels did not disclose total sales, reports show it ranked first across nine platforms including Tmall and JD.com; Liangpin Shop's sales reached 659 million yuan, and Beiyuwei's 560 million yuan. This sales volume is beyond the annual targets of many brands. Under the definition of full-category snacks, the three giants, spanning nuts, dried fruit, and jerky, continue to expand into other brands' territories, competing for market share.
刘伯约Under Siege from All Sides, Does Nestlé Coffee Still Have a Chance?
Coffee is becoming increasingly popular, but Nestlé is not enjoying the same popularity. Once synonymous with instant and ready-to-drink coffee, Nestlé held a 72.3% market share in instant coffee in 2017, according to Euromonitor. However, its dominance is being eroded by new brands like Three Squirrels (三顿半), which topped Tmall's coffee sales on Double 11 in 2019, and Shicui (时萃), known for its hanging coffee bags.
刘伯约