AUTHOR ARCHIVE
Articles by 欧以正
Browse 4 New Distribution articles by 欧以正.
Published articles
4 articles · Page 1 of 1
Who Should Lead O2O New Retail: Regional Units, HQ Key Accounts, or E-commerce?
In 2020, new retail has significantly impacted FMCG brands, from O2O home delivery during the pandemic to community group buying. This article explores which internal team should lead O2O new retail, considering the roles of various functions and proposing that the general manager leads, sales department takes charge, marketing assists, and all departments participate.
欧以正Analysis of JBP Cooperation Models between O2O Platforms (Meituan Flash Shopping, JD Daojia, Taoxianda) and FMCG Manufacturers
With the pandemic at the beginning of this year, O2O home delivery platforms achieved significant growth in the first half of the year, prompting more brand manufacturers to enter new retail and strengthen investments to capture market share and offset offline losses. This article analyzes the main promotional mechanisms and cooperation requirements of major O2O platforms, offering guidance for brands to participate effectively and gain reasonable sales returns.
欧以正How Should FMCG Manufacturers Position 'New Retail O2O'—As a Channel, or as E-commerce Was a Decade Ago?
Over the past five years, e-commerce has rapidly developed, changing consumers' shopping places and habits, and cultivating a digital-era 'consumer mindset.' The COVID-19 pandemic in 2020 further accelerated the shift to online, with many physical retailers expanding their online operations. This article discusses how FMCG manufacturers should position New Retail O2O—whether as an independent channel or as an extension of e-commerce and offline retail—and analyzes the consumers, products, and scenarios involved.
欧以正Mars, Coca-Cola, Pepsi, Yili, and Mengniu Are All Doubling Down on New Retail O2O: Have They Figured It Out, or Are They Just Jumping on the Bandwagon?
The popularity of new retail O2O is undeniable to practitioners in the frontline market. Since Jack Ma first proposed the concept of 'new retail' in 2016, and with the catalyst of this year's COVID-19 pandemic, new retail has been pushed to unprecedented heights. Similarly, over the past two years, FMCG manufacturers have not been idle, engaging in cooperation with new retail O2O to varying degrees and in different forms. In 2018, Dmall and P&G reached a 3030 strategic cooperation, setting goals for online sales to account for 30% and full-channel sales to grow 30% annually.
欧以正