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How Can New Consumer Brands Survive the Winter?
In August, the number of consumer investment projects began to decline, down 17% month-on-month from July, as institutions became more cautious. With traffic peaking and customer acquisition costs rising, the online environment is no longer fertile ground for new consumer brands that have grown wildly. Winter is coming, and more brands are becoming "traffic workers." For example, Perfect Diary once listed its core competitiveness in its prospectus as leveraging public-domain influencer content marketing to acquire users, then funneling them into WeChat private traffic pools, and using high-frequency community maintenance to boost repurchase rates. However, this traffic playbook has quickly become a required course in the FMCG industry, with tactics being copied rapidly and KOL and traffic prices soaring. High traffic costs mean that while influencers and platforms profit, brands lose money just to gain attention—a dilemma not unique to Perfect Diary.
New DistributionIn Uncertain Times, How Can the 'One Inventory' Model Help FMCG Companies Seize Certain Growth?
The biggest question in uncertain times is where growth will come from. A decade ago, most brand managers would have felt fortunate, as following classic marketing theory could build brands and sustain growth. However, with the internet transforming everything, the world has shifted from the industrial age to the information age, and many certainties have vanished. This article explores how FMCG companies can achieve certain growth through omnichannel operations, specifically highlighting the 'One Inventory' model by Annto as a solution.
New DistributionVitasoy International Stumbles in Mainland China, Net Profit Plunges 95% in First Half
Vitasoy International's weak performance in mainland China may challenge its full-year results. In the six months ended September 30, 2021, revenue fell 18.28% to HK$3.604 billion, and net profit dropped 95% to HK$32.804 million.
New DistributionIs the Vinegar Business Really That Hard? Hengshun Vinegar Industry Plans Private Placement to Expand into Compound Seasonings
Hengshun Vinegar Industry, facing sluggish vinegar sales, announced a private placement to raise up to 2 billion yuan for expanding production of vinegar, cooking wine, soy sauce, and compound seasonings, aiming to transform from a vinegar leader to a seasoning leader.
New DistributionSnack Giant Weilong Eyes Hong Kong IPO Again: How Far Is the 'Latiao King' from Listing?
Recently, Weilong Delicious Global Holdings Co., Ltd. has passed the listing hearing. According to HKEX documents, Weilong plans to raise US$1 billion, with Morgan Stanley, CICC, and UBS as joint sponsors. The prospectus shows that in the first half of 2021, Weilong achieved total revenue of RMB 2.303 billion, a year-on-year increase of 22.06%; net profit was RMB 358 million, a year-on-year decrease of 2.53%. As early as May 12 this year, Weilong had submitted a prospectus to the HKEX. According to the HKEX Main Board listing rules, if an applicant's filing exceeds six months without approval, the prospectus automatically lapses and new financial information must be resubmitted.
New DistributionBehind the Counter-Trend Growth: Why Mengniu Bets on This 'Wild Goose'
As competition intensifies in the dairy industry, the deep integration of digitalization with the entire dairy supply chain has become a major trend. Since the pandemic, under the pressure of insufficient market demand, Mengniu's pure milk, fresh milk, and other businesses have achieved counter-trend growth, with sales volume increasing by double digits and retail cheese performance growing by over 130%. This is inseparable from its complete offline distributor channel network and its exploration of digitalization. Recently, Mengniu Group fully integrated with MYbank's digital supply chain finance 'Wild Goose System', which has raised the financing approval rate for Mengniu's downstream distributors to 80%.
New DistributionInsights from Genki Forest's Offline Strategy for New Consumer Brands
The new consumer wave driven by Gen Z, combined with the 'cultural confidence' and 'national confidence' leading to the rise of 'guochao' culture, has sparked a magnificent wave of new consumer brand creation. Genki Forest, as a representative of many new consumer brands, not only gained consumer recognition and top capital追捧 from 2019 to 2020, but also firmly occupied the leading position in the beverage market, becoming a direct competitor to established brands like Coca-Cola and Nongfu Spring. Behind Genki Forest's impressive growth curve is the assistance of an offline retail data monitoring company—Mashangying. How did this company help Genki Forest achieve rapid offline sales growth, and what value and industry insights does it provide?
New DistributionSun Art Retail Releases H1 FY2022 Report, Traditional Supermarkets Urgently Need Transformation
Sun Art Retail (06808.HK) released its interim report for FY2022 for the six months ended September 30, 2021. Revenue was RMB 41.534 billion, down 5.0% year-on-year, and net profit was RMB 112 million, down 87.6%. The company's hypermarket brand RT-Mart has 497 stores covering 236 cities nationwide.
New DistributionOriginal 79 Yuan Sparkling Water Sold for Only 3.5 Yuan, Bought Out; Someone Ordered 30,000 Cases in One Go. Yuanqi Forest 'Fleeced' for Over 2 Million? Official: Please Request Refund
On October 26, many netizens shared on Weibo their purchases from Yuanqi Forest's official Taobao store (not Tmall flagship store) after a pricing error, with some buying 3 cases for just 10.55 yuan. The store has since removed all products and posted a notice pleading with customers to apply for refunds, as the error caused losses exceeding the store's capacity. Yuanqi Forest confirmed the operational accident and said they are working on a solution.
New DistributionYili Acquires Stake in Ausnutria, Securing Leading Position in Global Milk Powder Market
On October 27, Ausnutria Dairy Corporation Ltd (1717.HK) announced that its shareholders and the company signed a transfer and issuance agreement with Hong Kong Jinshang Trading Holdings Limited, a wholly-owned subsidiary of Inner Mongolia Yili Industrial Group Co., Ltd. (Yili). Under the agreement, Jinshang will acquire 530,824,763 shares of Ausnutria at HK$10.06 per share, and subscribe for 90 million new shares, resulting in a total holding of 34.33% of the enlarged share capital, triggering a mandatory general offer.
New DistributionLate-Night Outcry! Carrefour Membership Store Faces Brand Boycott on Opening Day: Competitor Pressure for 'Either-Or' Choice
Carrefour's first membership store in China opened on October 22, but on the same day, some brands were pressured by competitors to buy back all their products, preventing many members from making purchases. Carrefour has reported this to relevant authorities, while also planning to convert 100 of its 200 hypermarkets into membership stores within three years.
New DistributionDailuobo Officially Closes! Fresh Food E-commerce Elimination Continues!
On October 20, Dailuobo's operating entity, Anhui Caicai E-commerce Co., Ltd., announced on the Dailuobo app's homepage that it would cease operations. The announcement stated that due to the failure to introduce a restructuring investor, the company would stop operations immediately, with the app and offline stores closing down.
New DistributionIn the Second Half of New Consumption, How Can Brands Escape Growth Anxiety?
In the first half of this year, the domestic consumer industry performed well overall, with both established companies and emerging brands showing strong results. However, with the resurgence of the epidemic in some regions, consumption is under pressure, and the second half may face greater challenges. The market is trending towards stock competition, with increasingly fierce price wars and rising traffic costs. How can brands achieve high growth in the new consumer brand track, maintain strategic focus, and unleash growth vitality? Recently, Bain & Company and Focus Media jointly held a forum on "The Path to Brand Growth in the New Development Pattern," where brand leaders discussed topics such as "Brand Growth Strategies and Marketing Tactics in the New Consumption Era," which may offer some insights to the industry.
New DistributionZhoupu Data Attends 105th Autumn Sugar Fair with FMCG Brand Accelerator Solutions to Help New Brands Achieve Sustained Growth
The 105th National Sugar and Wine Commodity Fair officially opened in Tianjin on October 19, 2021, and Zhoupu Data, a company dedicated to providing data intelligence services for the FMCG industry, participated again. With the "magic" of online traffic fading, the critical role of offline channels has become prominent. Once regarded as a core competitiveness by new consumer brands, the traffic playbook of millions of bloggers seeding and driving sales across online channels such as Xiaohongshu, Douyin, live-streaming rooms, and Bilibili is being continuously replicated. As more players enter and market competition intensifies, this once-effective traffic strategy has become increasingly mediocre and inefficient due to imitation by more brands.
New DistributionSupermarkets Become Social Hubs for Elderly Migrants, RT-Mart Releases Report on 'Elderly Drifters' Shopping Habits
RT-Mart recently released a report on the shopping habits of 'elderly drifters' (elderly migrants), showing that in first-tier cities, the proportion of elderly customers shopping before 10 a.m. is 15 percentage points higher than the national average; 60% of respondents visit RT-Mart more than three times a week, and nearly 70% chat with familiar staff. In Shanghai, a city with severe aging, elderly migrants account for 33% of the 2,300 elderly customers surveyed.
New DistributionInternet-famous brand 'Adopt a Cow' leverages 'adoption model' to go viral, plans A-share IPO
According to the latest news, the internet-famous dairy brand 'Adopt a Cow' (认养一头牛), which gained popularity through its adoption concept, has recently begun its push for an A-share IPO. On October 14, the filing documents for the initial public offering and listing guidance of Adopt a Cow Holding Group Co., Ltd. were published on the website of the Zhejiang Securities Regulatory Bureau. The documents show that CITIC Securities is the guidance broker, with the guidance period roughly from September 2021 to April 2022. Since its establishment nearly seven years ago, Adopt a Cow has completed three rounds of financing, with the latest round occurring in April this year, involving investors such as KKR, DCP Capital, Haibang Fenghua, and Guanghe Investment.
New DistributionResearch Report: Reviewing Community Group Buying Over the Past Year: How to Return to the Essence of Supply Chain Upgrades?
Community group buying is the intersection of community retail and fresh food e-commerce. From a product structure perspective, it currently focuses on the family kitchen; in the long term, shifting from 'traffic generation' to 'differentiation' is the cultivation process for users and a key strategy for platform product selection and profitability.
New DistributionNortheast Rice Welcomes Harvest Season! Traditional Freshly Milled 'Linkou Rice' Debuts via Jingxi
In the golden October harvest, fresh rice from six major Northeast production areas, including Wuchang, Panjin, Qing'an, Linkou, Jixi, and Shenyang, is now available on Jingxi, JD.com's life and consumption mall. To bring seasonal, locally sourced, freshly milled rice to consumers nationwide, Jingxi has deepened cooperation with enterprises in these production belts, offering traceability livestreams and supporting local brands like Linkou rice.
New DistributionBlack Horse Mentor Jiang Nanchun: The Chinese Method for the Rise of Chinese Brands
The trend of Chinese brands rising has arrived. With the significant improvement of China's comprehensive national power, consumers no longer blindly trust foreign brands, and high-quality domestic brands are emerging. However, only a few brands can stand at the forefront, so it is urgent to summarize a methodology suitable for the rise of Chinese brands. To this end, the China Advertising Association and the Management Modernization Working Committee of the China Enterprise Confederation, together with Focus Media, held the 'National Brand Development Summit Forum' in Shanghai on September 25.
New DistributionCoffee Market Surges, Vietnam's Trung Nguyen Coffee Focuses on China, Seeking Channel Partners for Win-Win Cooperation!
Coffee, one of the world's three major beverages, has been consumed in China for over a century since it was introduced to Yunnan by the French in the last century. According to the USDA's Global Coffee Industry Development Trends, China's coffee sales reached 195,000 tons in 2019/2020, with per capita consumption of 15 cups per year. As urbanization and consumption upgrades continue to cultivate coffee consumption, Trung Nguyen Coffee, Vietnam's leading coffee brand, is focusing on the Chinese market and recruiting distributors, wholesalers, and retailers across provinces to jointly create a better business landscape.
New DistributionFrequent Hits: Why Leyaoju Has Become a Leader in New Chinese Dim Sum
At the 14th China Frozen Food Thousand Merchants Conference held in Zhengzhou on October 9, emerging frozen rice and flour brand Leyaoju stood out. By creating hit products in the C-end market, such as the top-selling rice burger series online and the No.1 siu mai on Tmall during Double 11, and expanding from regional to national presence in the B-end market with over 100 chain restaurants and 3,000 star hotels as clients, Leyaoju has demonstrated how insight into consumer needs and product innovation can drive rapid growth.
New DistributionTianjin Autumn Sugar Fair: Choose Trendy Snacks & Convenience Foods, Win iPhone 13 at Westin on Wudadao!
The 2021 National Autumn Sugar and Wine Fair will be held in Tianjin from October 19-21, with the hotel exhibition from October 14-18. As a key platform for distributors to select products, merchants from all over the country flock to it every year. But with many hotels, categories, manufacturers, and products, how can you efficiently navigate the fair, select trending and profitable products, and have a relaxed and new experience? Our view is to focus on hot categories, lock in popular hotels, and consider interactive activities during the fair, ensuring distributors have a sense of participation and honor.
New DistributionKedi Dairy's 'Twists and Turns': Penalized for Financial Fraud
Kedi Dairy (stock abbreviation 'ST Kedi') announced it received a prior notice of administrative penalty and market ban from the CSRC Henan bureau for allegedly inflating profits and violating information disclosure rules. The company faces a 600,000 yuan fine, while its chairman Zhang Qinghai faces a 900,000 yuan fine and a 10-year market ban. The notice reveals that from 2016 to 2018, Kedi Dairy inflated revenue by 836 million yuan and profits by 298 million yuan.
New DistributionJingxi Famous Wine Collection Opens First IP Store, Single-Day Sales Exceed 300,000 RMB
During the Mid-Autumn Festival, Jingxi Famous Wine Collection, JD.com's community ecosystem store, opened its first IP image store in Jinan, known as the 'City of Springs.' Leveraging Jingxi's diversified marketing and customer acquisition channels, the store achieved over 300,000 RMB in sales and nearly 500 members on its opening day, creating a multi-scenario consumption experience.
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