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Articles by 冯瑶
Browse 59 New Distribution articles by 冯瑶.
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Launched 2 Months, Sold 6 Billion: Young People Abandon Moutai, but You Don't Know How Hard It's Trying!
At the 2022 Yabuli China Entrepreneurs Forum Tianjin Summit, Moutai Group's Party Secretary and Chairman Ding Xiongjun announced that the 'i Moutai' app had generated over 6 billion yuan in sales and attracted over 20 million registered users in just over two months. He also revealed that the collaboration with Mengniu has been highly successful, with Moutai ice cream currently in short supply.
冯瑶Top 10 Keywords in the FMCG Industry for the First Half of 2022
In the first half of 2022, the FMCG industry faced another round of pandemic challenges. This article reviews the top 10 keywords that defined the industry's efforts, changes, and trends, including prepared dishes, brand crossovers, the metaverse, Chinese-style nourishment, Douyin algorithms, digitalization, private domain traffic, community group buying, new consumption, and returning offline.
冯瑶How Can New Products Seize the Key Moments of Sell-Through?
A new product's sell-through is determined by two key factors: per-store sales volume and the number of outlets. Even a bestseller like Coca-Cola averages only 4-5 bottles per store per day, so expectations for new products should be realistic. The key is to find differentiated channels and maintain effective outlets through regular visits, while also leveraging experiential marketing at critical moments to drive purchases.
冯瑶Behind Uni-President China's Q1 2022 Profit: Steady Progress, Breaking and Building!
On May 11, Uni-President China Holdings Ltd. (hereinafter "Uni-President China") announced its profit data for January-March 2022 in the mainland market. The announcement showed that in Q1 2022, Uni-President China earned RMB 329 million, with earnings per share of RMB 7.63 cents. Revenue in Q1 2022 grew by a high single-digit percentage year-on-year, mainly driven by beverages, with tea and juice performing notably, while food revenue also grew by a high single-digit percentage, with the premiumization trend unchanged, and "Qiao Huang" revenue grew several times year-on-year.
冯瑶Is There Still a Chance for New Products in the Face of the 'Soda King' Coca-Cola?
In March, Coca-Cola's two bottlers in China, Swire Coca-Cola and China Foods (COFCO Coca-Cola), released their 2021 financial reports. Swire Coca-Cola's mainland China revenue was approximately 23.884 billion yuan, and China Foods' revenue was 19.784 billion yuan, totaling 43.668 billion yuan for Coca-Cola in mainland China in 2021! Among them, both companies' main product, soda, achieved double-digit growth. Swire Coca-Cola's soda revenue grew by 14%, with revenue of approximately 16.8 billion yuan; China Foods' soda grew by 13%, with revenue exceeding 15 billion yuan.
冯瑶Why Is Soda a Good Business?
As spring arrives, the beverage sales season approaches, and companies are launching new products. However, the author expresses disappointment with this year's new offerings, noting that while they are innovative, they may not survive long. The article argues that truly good products often conflict with profitability, using soda as a case study to illustrate that despite health concerns, soda remains a lucrative business due to consumer behavior and market dynamics.
冯瑶Xi'an Distributors Fight the Epidemic: Every Crisis Is an Opportunity for Growth
History does not simply repeat itself, but it often rhymes. On January 23, 2020, Wuhan was locked down. On December 23, 2021, Xi'an was locked down. Through the perspectives of three Xi'an distributors, this article captures not only their vulnerability but also the resilience that history has planted in them, offering insights for those in similar situations.
冯瑶Disruptive Player in the Baijiu Industry: Not Pretentious, Making Liquor That Meets Modern Needs
It is undeniable that baijiu is a product with cultural attributes. Over the years, many pioneering entrepreneurs have entered the baijiu industry with innovations, but many have failed for various reasons, indicating that the real entry ticket to the baijiu industry is not easy to obtain. In the past two years, a disruptive player has emerged in the bottled liquor market, becoming one of the fastest-growing brands in the segment within two years of launch. Its three core products, Guangliang 19, Guangliang 39, and Guangliang 59, have become unignorable presences in the sub-100 yuan bottled liquor market.
冯瑶Who Says Lee Kum Kee Only Sells Condiments? Wahaha Only Sells Drinks? — The Cross-Industry Revolutions of FMCG Giants
Cross-industry expansion is nothing new, but few companies succeed at it. For established firms, it requires immense strength and courage to face fierce competition in their own sector while also carving out a place in another. In the FMCG field, several major players have dabbled in cross-industry ventures with great enthusiasm. Despite the unknowns and challenges, these pioneers have provided valuable lessons through their attempts.
冯瑶The Unresolved Red Bull Trademark Case: Is It Gradually Coming to Light Due to an Official Move?
Since 2016, when rumors of Red Bull's trademark expiration surfaced, controversies have been rife. As of June 30, an official Weibo post from Red Bull announced a massive market investment of 197.8 million yuan, hinting that the trademark issue may have been resolved.
冯瑶Top 10 Events in the FMCG Industry in the First Half of 2017
In the first half of 2017, the FMCG industry witnessed several major events, including Wahaha and Yili's foray into unmanned convenience stores, Master Kong's sale of factories, Dali Foods being shorted, and the salt reform's half-year assessment. This article reviews these top 10 industry events.
冯瑶