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Articles by 陈峰
Browse 37 New Distribution articles by 陈峰.
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Digital Transformation: Maybe It's Not a Good Idea for the Boss to Drive It?
Click 'Read Original' or scan the QR code in the image to register. As digitalization becomes a recognized key part of future business, digital transformation is something almost every company is doing. In this process, a widely accepted view has emerged: digital transformation is a 'top leader' project. However, if this is simply interpreted as having the boss initiate and drive the transformation, that's a misunderstanding. Recently, a service provider CEO told New Distribution in an interview that among the many FMCG companies they serve, they observed a phenomenon: the difficulty of implementation shows a clear polarization.
陈峰Orion's 7 Major Categories of Hit New Products Make Their Debut at SIAL China, Unveiling the Strategic Blueprint of the 'Hit Maker'!
On May 18, the China International Food and Beverage Exhibition (SIAL China) opened in Pudong, Shanghai. As one of the world's top three food exhibitions, it attracted 4,500 exhibitors. Notably, Orion, a brand that rarely participates in exhibitions, made its debut with 7 major categories of hit new products, becoming a highlight of the event.
陈峰Nongfu Spring Launches 'Changbai Snow' Natural Snow Mountain Mineral Water: Who Will Dominate the 3-Yuan Mineral Water Segment?
Nongfu Spring's ninth new product this year is 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. Its launch may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle.
陈峰In-depth Review: Lanju's Three Innovation Battles over Nearly 40 Years
Lanju, a leading Chinese household insecticide company, has maintained market leadership through continuous innovation in products, brands, and channels. From its first electric mosquito repellent in 1982 to a 26.5% market share in mosquito coils by 2020, Lanju's strategies include R&D investment, brand rejuvenation for young consumers, and proactive channel adaptation.
陈峰Behind the 2020 Surge in Baijiu Stocks, Frontline Distributors See a Different Picture
While baijiu stocks soared in 2020, frontline distributors faced declining sales and increasing costs. This article shares insights from a Shanghai distributor, Chen Hua, on the challenges of urbanization, brand dominance, and the difficulty of scaling a relationship-based business, offering four strategies for survival and growth.
陈峰What Will Baijiu Distributors Compete On in the Next Decade?
Despite the pandemic's lingering impact on the baijiu industry, one distributor argues that 2020 marks the start of a new decade of rapid growth for those who transform into brand operators. This shift requires embracing consumer-centric thinking and adapting to fragmented channels and scarce brand resources.
陈峰Must-Read at the Start of the Year: What Will the Three Aroma Leaders, 'Maotai, Wuliangye, and Fenjiu', Do in 2021?
As the Spring Festival approaches, many industries suffered heavy losses in the challenging year of 2020. However, in the stock market and consumer market, only baijiu (Chinese liquor) saw its market value soar, and its consumption performance far exceeded other consumer goods. This proves that the baijiu industry, as the most representative industry of traditional Chinese culture, has strong counter-cyclical capabilities. Among all FMCG products, only baijiu is a 'friend of time'—the longer it ages, the more valuable it becomes. For other FMCG products, time is the biggest enemy, and distributors suffer from product expiration dates.
陈峰Breaking | Haitian Enters Edible Oil Market, Priced 20% Above Competitors, Will Launch Rice and Flour in the Next 1-2 Months!
Yesterday, the author learned from a distributor of Haitian Weiye that Haitian has launched a new edible oil brand, "Oil Commander," with soybean and corn oil products in 4.9L small packaging, targeting high-end family consumption with a focus on health and zero additives. Notably, the wholesale price per case for these two products is as high as 260 yuan and 272 yuan respectively, with distributor prices around 240 yuan after policy deductions, compared to about 190 yuan for similar competitor products. The distributor also revealed that Haitian will continue cross-category expansion, launching rice and flour products in the next one to two months.
陈峰Huiyuan's Listing Status Revoked: This New Year May Not Be a Happy One for the Company
Huiyuan Juice announced on the evening of January 13 that the Listing Review Committee of the Stock Exchange had decided to uphold the delisting decision. The last day of trading for its shares will be January 15, 2021, and the listing status will be cancelled from 9:00 a.m. on January 18, 2021.
陈峰2020 FMCG Industry Year in Review: Rebirth, Fearless Forward!
2020 has finally come to an end. This year, FMCG professionals experienced both hardships and inspirations, but through continuous adaptation and innovation across the industry, we stand here today. New Distribution reviews the major industry events of 2020, seeking inspiration amidst change and pondering how to find new directions in a new environment.
陈峰The Rise of Pop Mart: Why Every FMCG Brand Should Learn from It
Pop Mart, the 'first stock of blind boxes,' has gone public in Hong Kong with a market value exceeding HK$100 billion, leaving even seasoned investors puzzled. This controversial company sells trendy toys to young consumers, and its success offers valuable lessons for FMCG brands.
陈峰Wuliangye, Luzhou Laojiao and Others Enter Private Domain, Channel Reform in the Alcohol Industry Officially Arrives
Private domain has built a field for alcohol companies where data is visualized and customers can be repeatedly reached. This field will become a lever to leverage huge social traffic, not only allowing alcohol companies to directly reach C-end but also better empowering distributors.
陈峰Who Will Seize the Opportunity of the 250 Billion Structural Adjustment?
In the past six months, the low-alcohol beverage track has become one of the hottest topics in the investment circle, with multiple startups securing angel rounds from millions to tens of millions of RMB. This article explores the changing preferences of young consumers and introduces Zouqi Qingniang, a new brand that aims to replace beer with a healthier, high-quality fermented drink, targeting a market opportunity of nearly 250 billion RMB by 2022.
陈峰Creating 100 Billion GMV, Why Youzan Has Become a 'Must-Have' for Brand Private Domain Operations?
Youzan, an 8-year-old SaaS service provider, will officially enter the '100 billion club' this year. At its 8th anniversary ecosystem conference on November 27, Youzan CEO Bai Ya revealed that in the first three quarters of 2020, the transaction volume of merchants served by Youzan reached 72.3 billion yuan, and the full-year transaction volume in 2020 will exceed 100 billion yuan. Bai Ya stated that 'the meaning of Youzan's existence is to help merchants succeed, so transaction volume has always been the core indicator for Youzan to evaluate its performance.' With an annual transaction volume of 100 billion, there are only a handful of e-commerce companies in China that have reached this scale.
陈峰Short-Shelf-Life Fresh Milk 'Tears Apart' Giants Yili and Mengniu
At this year's Food & Hospitality China, a notable shift emerged: food shelf lives are getting shorter, especially in dairy. Short-shelf-life fresh milk and yogurt, requiring cold chain and lasting 5-7 days, are gaining traction, challenging the dominance of常温奶 (ambient milk) held by Yili and Mengniu. This trend is driven by logistics improvements and consumer demand for fresher, healthier options, positioning regional dairies with advantages in the low-temperature milk segment.
陈峰Even the Best Companies Cannot Drive Impractical Digital Transformation
The digital era, as defined by Negroponte in 1997, is a new era following the industrial and information ages. In China's fast-growing economy, Jack Ma has called digitalization the biggest opportunity, and FMCG practitioners see its huge role in business. However, digital transformation must start in top-tier markets and faces resistance from distributors and terminals who prioritize immediate survival over long-term benefits. The key is to make them feel tangible benefits through digital tools.
陈峰Rebuilding Manufacturer-Dealer Relations and Strategic Innovation: Six Walnut Poised for a New Surge Amid Dual Trends
An article noted that yesterday marked the 300th day of 2020, a year disrupted by the pandemic, which dealt a heavy blow to the FMCG market, wiping out the Spring Festival peak season and leaving many categories dormant for months. Facing the common challenge of recovering lost sales, manufacturers and distributors alike have had to navigate a trust crisis. However, six walnut's distributor network has emerged stronger, thanks to the company's adherence to its 'Five Co-construction' principles, strategic organizational and product innovations, and the tailwinds of the plant-based trend and industry consolidation, positioning the brand for a new wave of growth.
陈峰Behind Leading the Industry into the Era of Quality: The Whole Industry Chain is Jinluo's Brand Moat
In the food industry, especially the meat products sector, many so-called hit products are only temporary flashes in the pan. Truly good brands and products must withstand long-term market tests, and only by building on quality, presenting the safest products to consumers, guarding the red line of food safety, and persistently serving as a provider of a better life for consumers can they truly win the market. On the morning of October 22, nearly a hundred media guests participating in the first national 'Practice the Red Spirit' Party Media Publicity · Yimeng Tour visited the Jinluo Group to conduct a collective interview and research on the practice and promotion of the Yimeng Spirit.
陈峰This Can of Red Bull Anaji with a 'Story' - How Does It Empower Chinese Athletics for a Win-Win?
On October 22, 2020, the Chinese Athletics Association announced a partnership with Thai Tiansi Group, the founder and owner of the global Red Bull brand and trademark, making Red Bull an official partner of the Chinese Athletics Association. The one-year collaboration aims to promote healthy lifestyles and全民健身 culture, supporting the goals of a sports powerhouse and 'Healthy China'. At the signing ceremony, Red Bull Anaji launched special 'Story Cans' and a cash-red-packet lottery can to support Chinese athletics and inspire athletes for the 2020 Tokyo Olympics.
陈峰After the 'Black Swan', What Fate Awaits Yanjing Beer?
Following the recent 'black swan' event involving Yanjing Beer's chairman, Zhao Xiaodong, the company's fate may not be completely altered. Despite the setback, a large enterprise's trajectory is unlikely to be fundamentally changed by one or two incidents. This article shares personal views on Yanjing Beer's development path and future prospects.
陈峰A Chilly Mid-Autumn: Who Stole the Peak Season Gift Sales?
China's traditional culture, spanning thousands of years, has fostered a unique 'gift culture.' From festive visits to daily calls, carrying gifts is essential to complete social interactions. With economic growth, the demand for gifts has risen annually, and by 2019, the market scale exceeded 800 billion yuan. Gift boxes, with their exquisite packaging and quality, have become the mainstream choice. However, this year, due to the pandemic, the gift box market has seen a decline in both volume and price during the Mid-Autumn and National Day holidays.
陈峰A Realistic Look at the Soy Milk Market
A journalist's investigation reveals that despite optimistic industry reports, the actual soy milk market in China is struggling, with low distribution and consumer acceptance, as many consumers prefer milk at similar prices. The article highlights challenges in consumer perception, usage occasions, and category value, suggesting that the industry needs long-term efforts to educate consumers and develop the market.
陈峰A Battle Between Anjoy and Sanquan Is Inevitable! Who Is the Real King of Frozen Food?
The frozen food industry has developed since the 1970s, and frozen food has become an indispensable part of daily diet for urban Chinese consumers, gradually becoming one of the mainstream foods for families. With continuous advancements in production and processing technology, products are now diverse and meet various consumer needs. Amid this booming development, large-scale enterprises in the frozen food industry have attracted widespread attention, such as Sanquan Foods, the industry giant that developed China's first frozen tangyuan and zongzi, and Anjoy Foods, the leader in frozen hot pot ingredients.
陈峰Red Bull® Anji becomes the double champion of popularity and sales in Luo Yonghao's live streaming sales, why?
Luo Yonghao, a name that is certainly familiar to everyone, is one of the first-generation internet celebrities. From his debut live stream on April 1st, where he achieved sales of 110 million yuan in three hours, to his recent performance on August 14th during Douyin's 'Wonderful Goods Festival', he has proven his ability. In that five-hour live stream, Red Bull® Anji not only sold out within five minutes, with cumulative sales exceeding 240,000 cans, but also attracted over 4 million viewers, ranking first in both sales volume and popularity. The product's key selling points, including 475 mg of taurine per can and ginseng extract, helped maintain the team's energy and performance.
陈峰