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Articles by 郑一鸣
Browse 11 New Distribution articles by 郑一鸣.
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Craft Beer: Undercurrents Beneath High-Speed Growth
Despite declining production and sales volumes, the Chinese beer market is seeing rising profits as consumers drink less but better. Craft beer, a fast-growing niche within the larger beer category, faces challenges such as lack of industry standards and uneven profit distribution.
郑一鸣Dilemmas and Transformation: How Can the Juice Sector Break Through the Intertwined Challenges?
In 2009, juice drinks held an 18.56% share, ranking among the top three in China's beverage industry by production and sales. By 2020, this figure had fallen below 15%, with ready-to-drink tea surpassing juice at 21.12% to claim the third spot. Despite this decline, new tea brands continue to launch fruit-based drinks that are widely popular, indicating a complex market dynamic. The juice industry faces contradictions: health trends and market potential versus stagnant sales, necessitating an upgrade from supply to product.
郑一鸣Dialogue with Weightlessness Project: The More It's Polished, the Clearer It Becomes
The article discusses the canned food industry in China, where domestic consumption is low despite being the world's largest exporter. It features an interview with Cao Binbo, founder of the new consumer brand Weightlessness Project, who is innovating healthy canned foods to meet modern consumer needs, leveraging technology and user feedback to create products that fit into scenarios like fitness and outdoor activities.
郑一鸣Channel Digitalization: How to Empower Marketing According to Local Conditions?
Channel intensive cultivation, or deep distribution, has been the most successful distribution model for FMCG in the Chinese market over the past two decades. Companies like Master Kong have used this model to directly cover and serve millions of retail terminals through thousands of sales offices, over ten thousand distributors, and tens of thousands of DSRs, supporting sales scale of tens of billions. This brings products closer to consumers and shortens the time to market. However, there are also many brands choosing a different model: instead of deploying large sales forces, they use fees and incentives to empower distributors to operate the market. This is called co-cultivation. Both models have pros and cons, and digitalization can help address their respective shortcomings, but it must be adapted to local conditions.
郑一鸣How to Grow?
“I've lost about 400,000 yuan in real money,” says Yan Shun, a beverage distributor who knows many restaurant owners who didn't survive the pandemic. He and his team are searching for a way forward amid the crisis, as consumer spending plummets and traditional sales channels vanish.
郑一鸣Distributors: Run a Controllable Business and Keep the Money in Your Own Pocket
Often, a company's sudden collapse is not due to accidents or major business mistakes, but rather the accumulation of small problems that are usually overlooked. If managing a business is like driving a car, do you, as the boss, truly have control over every aspect from the accelerator to the brakes? In the third episode of the 'Growth Amid the Epidemic' live stream series on May 17, New Distribution invited Mr. Pan Wenfu, who has years of experience in guiding distributors' internal management optimization, to discuss how to manage a company well. The core insight he shared was the importance of running a controllable business, which involves control over upstream brand relationships, internal sales staff, and downstream customer relationships.
郑一鸣Dealers at the Epicenter of the Pandemic: How to Adapt and Grow Against All Odds?
Amid the recurring pandemic, dealers face uncertainty and disorder. Many complain about sluggish markets, but one dealer, Gao Jingjing, general manager of Beijing Guoyingjian Trading Company, has achieved growth despite the challenges. Her company, established in 2002, partners with over 10 well-known domestic and international brands, covering more than 3,000 retail clients in Beijing.
郑一鸣Palm Oil Import Restrictions Set to Trigger Another Round of Price Hikes in Food Industry?
In April, many listed food companies released their 2021 annual reports, which frequently mentioned rising procurement costs for ingredients like wheat, flour, soybeans, feed, and fertilizer due to production and market factors. As the market grapples with volatile commodity prices amid global tensions, Indonesia's move to restrict palm oil exports is set to exacerbate cost pressures, potentially leading to another wave of price increases across the food industry.
郑一鸣Ganyuan, Stuck in the Pain of Transformation
A disappointing earnings report brought Ganyuan Foods back into the spotlight. Two years after its listing, Ganyuan, which had once surged 282.02% cumulatively with 10 consecutive limit-ups and 9 one-word boards, released its 2021 results on April 28, and its stock price hit the limit-down on the same day. Data shows that in 2021, Ganyuan achieved operating revenue of 1.29 billion yuan, a year-on-year increase of 10.4%, with revenue growing for three consecutive years. However, this was accompanied by increased revenue but not profit: in 2021, net profit attributable to shareholders of the listed company was 154 million yuan, down 14.29% year-on-year; net profit after deducting non-recurring gains and losses was 128 million yuan, down 14.90%.
郑一鸣E-cigarettes: Finally Settled
With the countdown to the ban on fruit-flavored e-cigarettes, the industry is in turmoil. The new regulations will ban all flavored e-cigarettes except tobacco flavor, reshape sales channels, and trigger a major industry shakeout, favoring large players with capital and technical strength.
郑一鸣Wild Consumption Will Eventually Fade: How Can Baixiang Avoid Being Forgotten Again?
We often use the phrase 'the elephant in the room' to describe things that exist but are not noticed. For example, China currently has 85 million disabled people. What does that mean? It means one in every 16 people is disabled, yet we rarely see them on the streets. Moreover, this data is from 2018, but in 2022, we still rarely see them on the streets. Not seeing them does not mean they don't exist. From another perspective, this invisibility might be a selective ignorance and conspiratorial silence.
郑一鸣