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Articles by 冯瑶
Browse 59 New Distribution articles by 冯瑶.
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From Stock Revitalization to Incremental Innovation: The Business Wisdom Behind Master Kong's Classic Comeback
The second-hand market has seen a surge in 'CCD camera fever,' the new generation loves vaporwave songs, and classics like 'My Own Swordsman' and 'Empresses in the Palace' are endlessly rewatched. For many consumers, memory is the shortest emotional path to the heart, and there are always those willing to pay for nostalgia. Now, some classic flavors regarded as 'white moonlight' are returning to the public eye through a bold move by Master Kong. On November 14, Master Kong launched the 'White Moonlight Return Plan,' opening a voting campaign for the return of over 200 classic products. In no time, a variety of familiar flavors...
冯瑶New Opportunities for FMCG Distributors in the Next 3-5 Years: 'Headquarters Thinking' Empowers Terminals, Doubling Sales
In the FMCG industry, 'involution' has become an undeniable phenomenon. Traditional thinking often limits us to our own perspective, focusing on improving our own competitiveness while ignoring the real needs of customers. However, if we can step out of ourselves and think from the customer's perspective, we may find a new way to break through. Zhao Qiuhua's story is a model of this mindset shift, as he not only saved his traditional food factory from crisis but also founded a new service company to help many distributors solve their business problems.
冯瑶Exclusive | Interview with Fan Xiao Qi "Milk Qi" Founder: Leading Distributors Out of Involution with an Innovative Category
A regional beverage brand in China, Wei Yi, was recently acquired by a private equity firm under LVMH, sparking industry attention. This article explores why a plant-based protein drink focused on the foodservice channel attracted global luxury interest, and introduces Fan Xiao Qi, a new brand rapidly rising in Zhejiang with its signature product "Milk Qi," which is making waves by focusing on the foodservice channel and creating a new category.
冯瑶Snack Industry's Top Student: Lay's 'Fresh-Baked Naked Rice Cakes' Debut, Disrupting the Rice Cake Market
The saying 'What's scary is not that others are better than you, but that they work harder than you' perfectly describes Lay's. After over 30 years in the Chinese market, Lay's not only dominates the potato chip category but also reinvents itself year after year. Recently, Lay's Gourmet Lab launched a new product—Fresh-Baked Naked Rice Cakes—which is set to disrupt the stagnant rice cake market.
冯瑶Monthly GMV Exceeds 10 Million, Single Product Sells Out in 3 Days: Food Merchants Profiting Big on This 'Dark Horse' Platform
As market conditions change and consumer demands diversify, distributors in the FMCG industry are evolving from single-agent models to platform-based service providers, local retailers, and omnichannel operators. Amid this transformation, Dewu, a platform focused on young consumers, has emerged as a new blue ocean for food and beverage distributors, offering significant growth opportunities through its young user base and content-driven marketing.
冯瑶Six Walnut Fires First Shot in Olympic Marketing, Signs Table Tennis World Champion to Cheer for Chinese Athletes!
Recently, the 2024 Olympic marketing battle has begun, with major brands gearing up to enhance their influence through sponsorships and marketing activities. According to foreign media reports, the 2024 Paris Olympics will be the first since 2016 to have full venues and will be one of the largest Summer Olympics to date. Sports marketing has always been a key focus for FMCG companies, and this year, leading companies have not diminished their enthusiasm for Olympic sponsorship. For example, Junlebao announced its partnership as the official partner of China's top ten national teams; Yili held a themed event 'Double Olympic Yili, Together to Paris' and invited several renowned athletes; Mengniu, as a global Olympic partner, covers multiple Olympic events, showcasing its global vision.
冯瑶Behind the Hot Sales of Weilong's Durian Spicy Strips: How Continuous Innovation Drives Market Breakthroughs?
In China's FMCG industry, Weilong has always been at the forefront with its innovative products and unique marketing strategies. Recently, Weilong launched a new product, Durian Spicy Strips, which quickly attracted market attention. Within a few days of launch, the product sold 500,000 packs online, with sales exceeding 1 million units. Notably, through integrated marketing on multiple online social media platforms, celebrity creative short videos, and offline pop-up store activities, this marketing combination helped the new product win the market. Weilong's bold attempt in product innovation also reflects its deep insight into consumers and precise grasp of market trends.
冯瑶Lay's "Win a Free Pack" Summer Campaign: A Boost for Distributors
This summer, Lay's is launching an unprecedented consumer campaign, "Win a Free Pack," with over 100 million packs of core flavors available nationwide, offering 100% winning odds with cash rewards and prizes. The campaign, which started on June 15, aims to drive sales and support distributors, creating a win-win situation for consumers, channels, and the brand.
冯瑶Rising in a Fourth-Tier City: A 30-Year Distributor's Business Playbook Combining Centralized Warehousing and B2B
Zhang Xiaoli began her distribution career in 1995. Since 2017, she has boldly embraced digital transformation, first implementing centralized warehousing and distribution, then expanding products and channels, and eventually transitioning to a B2B platform. Now, with nearly three decades of experience, she serves as the Executive President of Hebei Chengde Deyun Supply Chain Management Co., Ltd. (Chengde Deyun). Through this transformation, she and her company have achieved digitalization and scale in their operations.
冯瑶Leyuan Health: Dual-Wheel Drive Strategy Amid FMCG Distribution Model Transformation
According to incomplete statistics, private labels account for only about 7% in China, indicating significant growth potential. We believe that in 3-5 years, this will be a rapid growth phase. This year, we have incorporated ODM as a strategic supplement to our overall business direction, complementing and promoting our branded products. Zheng Tongjian, Vice President and General Manager of Marketing Center at Leyuan Health, said this in an interview with New Distribution. ODM involves providing customized product development and production services for large retailers, channel partners, or brand owners.
冯瑶CELSIUS燃力士 is Poised to Become the Next Oriental Leaf
CELSIUS燃力士 launches a new 500ml PET bottled zero-sugar energy drink, aiming to cultivate consumer tastes like Oriental Leaf did. With its unique metabolism-boosting formula and health-focused positioning, the brand is set to capture growth in China's expanding energy drink market.
冯瑶Global First Bottled Red Bull Launches in China, Tianshan Red Bull Adds Another Piece to Its China Market Strategy
Bottled Red Bull is likely to become the second growth curve for Red Bull. Recently, Tianshan Red Bull launched the world's first bottled Red Bull product in the Chinese market—Red Bull® Energy Drink—and announced a new brand ambassador on September 26, drawing industry attention. As the founder and owner of the global Red Bull brand and trademark, Tianshan Group continues to enrich the Red Bull product matrix, from the classic gold can Red Bull® Vitamin Flavor Drink, to the 2022 launch of the new "0 Sugar Flavored Red Bull® Vitamin Energy Drink," and now the heavyweight launch of the world's first bottled Red Bull® Energy Drink...
冯瑶Weilong Launches New 'Little Witch' Konjac Vegan Tripe, Stirring Up a New Trend in the Konjac Products Track!
As a pioneer in the konjac snack category, Weilong continues to lead the new trend in konjac leisure snacks. The leisure snack industry is undergoing an unprecedented revolution, with channel changes at the forefront, followed by supply chain transformations driven by these channels.
冯瑶Redefining Jelly and Candy: How Snack Brand 'ZUO一下' Made Its Mark in Just Three Years
Founded in 2020, snack brand 'ZUO一下' has risen to prominence by innovating in the jelly category with health-focused, adult-oriented products and expanding into candy, leveraging functional and emotional value to stand out. Its success is attributed to product innovation and strategic channel partnerships, achieving over 100 million yuan in sales within three years.
冯瑶Man Xiaobao: Going Offline Is a Difficult but Right Move
This article analyzes how Man Xiaobao, a new consumer brand, achieved rapid growth by expanding into offline channels, reaching nearly 1 billion yuan in sales last year and 150 million yuan in offline business within half a year. It highlights the brand's product innovation, marketing strategy, and partnership with distributors.
冯瑶Uni-President China Holdings Announces 2023 Interim Results: Revenue of RMB 14.6 Billion, Revitalizes Sea-Yan, and Enters Pre-made Dishes Market
On August 9, Uni-President China Holdings (hereinafter referred to as Uni-President China) announced its 2023 interim results, with revenue of RMB 14.572 billion in the first half of 2023, up 4.5% year-on-year; net profit was RMB 877 million, up 42.7% year-on-year. In the first half of 2023, as the impact of the pandemic subsided and the market gradually returned to order, Uni-President China's performance was also very intuitive. In terms of beverages, as people went out more and expanded their activity range, consumption scenarios such as dining out recovered...
冯瑶Jinmailang's 'Four-in-One' Dealers Have Started to Give Up
A decade of firsthand experience with the 'Four-in-One' system: from a salesperson to a dealer, Li Ziming witnessed Jinmailang's growth from 8 billion to over 20 billion yuan. Now facing declining sales and a changing market, he reflects on the system's past success and its uncertain future.
冯瑶2022 Uni-President China: Seeking Breakthrough and Growth Between Old and New
On the evening of March 8, Uni-President China Holdings Ltd. (hereinafter "Uni-President China") released its 2022 results, with revenue of RMB 28.257 billion, up 12.0% year-on-year; net profit attributable to equity holders was RMB 1.222 billion, down 18.6% year-on-year. This revenue was its best performance in 30 years in the mainland market, while the profit decline was attributed to rising raw material and freight costs. Although raw material prices remain uncertain in 2023, Uni-President China's 2022 performance exceeded expectations, with the food segment, which accounts for over 90% of instant noodle business, turning profitable in the second half after a loss in the first half, and the food segment's revenue surpassing RMB 10 billion for the first time.
冯瑶Key Considerations for Brands Before Entering Douyin
In just a few years, short videos and live streaming have experienced explosive growth, becoming two powerful tools for merchants to deeply reach consumers. For brands, the question has shifted from 'Should we do live streaming?' to 'How exactly should we do live streaming?' Recently, the author interviewed Wang (pseudonym), head of a brand's new retail department that is entering Douyin e-commerce, and Gao Qi, founder of Hangzhou Yiming Media, a brand service provider that ranked TOP1 in GMV for the food industry on Douyin from May to June 2022, to gain insights into their current operations on Douyin.
冯瑶Why Are Distributors Uninterested in Products That Manufacturers Consider Good?
A brand manufacturer recently posed a sharp question during its distributor recruitment drive: why are distributors not interested in products that manufacturers consider good? This question seems simple, and any regional manager or distributor could offer some answers, but a systematic exploration reveals many factors. This article delves into the underlying causes of this contradiction, offering insights for both manufacturers and distributors.
冯瑶Genki Forest Strategic Investment in Seasoning Company: What New Opportunities for This Xi'an Legacy Brand?
On September 19, an announcement about the capital increase and share expansion project of Xi'an Sun Food Co., Ltd. drew attention. It showed that Genki Forest (Beijing) Food Technology Co., Ltd. obtained strategic investor qualification with an investment of over 54.33 million yuan for a 30% stake, while Jiaxing Jianshe Chenyue Equity Investment Partnership (Limited Partnership) obtained financial investor qualification with over 45.27 million yuan for a 25% stake. The public notice period is September 19-23, 2022. Barring unexpected events, Genki Forest will inject fresh blood into this established company, complementing resources to make strides in the food sector, especially in the seasoning track.
冯瑶From Livestream Selling to Shelf-Based Marketplace: What Industry Opportunities Has Livestream E-Commerce Unleashed?
Livestream e-commerce, as a new retail business model, has become a new favorite in the industry in the past two years. After an initial peak, it is now leveling off, with strategies shifting from low prices and top anchors to more moderate, business-savvy approaches. This trend is particularly favorable for traditional enterprises, as exemplified by the successful case of Huiyuan, a traditional brand that revitalized its image through Douyin livestreaming, achieving significant sales growth and spillover effects on other platforms.
冯瑶CCTV.com 'Super Factory' Visits Weilong's Trustworthy Factory: Weilong Defines the Industry Ceiling with 'Trustworthy Latiao'!
Weilong, known for its marketing prowess, has built a strong brand through consistent product quality and safety. CCTV.com's 'Super Factory' program recently visited Weilong's factory, showcasing its advanced production processes and the launch of its 'Trustworthy Strategy' to further solidify consumer trust and industry leadership.
冯瑶Uni-President China Holdings' H1 2022 Results: Consolidating the Core Business and Seeking New Opportunities
Uni-President China Holdings (hereafter 'Uni-President China') released its H1 2022 financial results. Revenue reached RMB 13.9 billion, up 7.2% year-on-year, while gross margin fell 4.7 percentage points to 30.1%. Net profit was RMB 614 million, down RMB 232 million from the same period last year. Growth was driven by the food segment, with revenue of RMB 5.4 billion, up 14%, partly due to pandemic-related demand for instant noodles.
冯瑶