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Articles by 窦林毅
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After Consumption Upgrade, How Should FMCG Companies Upgrade Their Tactics?
Upgrading is the most important task for enterprises, as it determines survival or destruction. This article systematically explains the correct postures for upgrading, starting with how to remain undefeated, then moving to consolidation, focusing on the mass market, specialization, continuous upgrading, brand leadership, and cross-border thinking.
窦林毅Slogans: The More Down-to-Earth, the More Valuable and Marketable
A slogan is the soul of a brand, embodying its core values and serving as the most crucial element in brand building. Once a slogan is down-to-earth and relatable, its power naturally rises and becomes unstoppable. Slogans are action and combat power; a good slogan can touch hearts directly and rival a mighty army.
窦林毅Niulanshan Issues 'Decentralization Order': How Far Should the Distance Be from Manufacturer to Terminal?
Niulanshan's move is an open secret: its ultimate goal is to completely eliminate wholesalers and achieve direct manufacturer control over retail channels, i.e., 'direct terminal control.' Is direct terminal control really the only path for manufacturers to reach consumers? Niulanshan's 'decentralization order' has caused a stir in the liquor industry: starting from late June, some major products in Beijing's total distribution channels are being allocated by district, and wholesale is being banned. As a result, the number of first-tier and second-tier distributors in Beijing has been reduced from over 100 to 23. And reportedly, this is just the beginning.
窦林毅From Wahaha's Declining Performance to the Development Landscape of the Beverage Industry
As consumption upgrades rapidly and the post-80s and post-90s generations become the mainstream consumer groups, consumer needs have fundamentally changed. When beverages are no longer just about taste and price but about quality, functionality, and coolness, Wahaha appears like a slow-moving elephant, unable to keep pace with the times. In 2014, Wahaha's performance declined by 7%, marking its worst year in recent times. How did Wahaha, which was growing rapidly in 2012, experience consecutive declines? This is extremely rare in its history...
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