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Jiang Nanchun's New Book 'The Dividend of Hearts and Minds': A Chinese Brand Methodology Earned with 100 Billion Yuan in Advertising Spend
In 2020, China's two dividends came to an end: the demographic dividend ended, pushing many industries into stock competition; the traffic dividend ended, with traffic costs rising and traffic ceilings emerging. A new era of brand resurgence is beginning, where brands will battle it out as dividends peak. With overcapacity and stock competition, we are entering the era of consumer sovereignty. Production and distribution are infrastructure; companies with quality production and extensive distribution are already in the finals. Who wins the consumer's final choice depends on who can first establish in the consumer's mind a reason to choose you over others, building brand cognitive advantage and premium pricing power.
New DistributionZhoupu Data Completes Over 100 Million Yuan Series B Financing, Led by Yunfeng Capital
Zhoupu Data, a provider of digital intelligence upgrades and big data services for the FMCG industry, recently completed a Series B financing of over 100 million yuan, with funds primarily for technology R&D and market expansion. The round was led by Yunfeng Capital, with existing investors FreeS Fund and Ivy Capital following on, and Yuewei Capital as exclusive financial advisor.
New DistributionIn the Post-Pandemic Era, How Can Small and Micro Enterprises Build Core Competitiveness?
Meituan's Wang Xing once said on a social platform: "2019 may be the worst year of the past decade, but it will be the best year of the next decade." This statement seems applicable to 2020 as well. The pandemic, halted offline businesses, rising costs, and uncertainty have weighed heavily on small and micro enterprises. Even in 2021, their operations have not fully recovered, prompting reflection on their survival prospects.
New DistributionMeituan Youxuan Renames 'Community Group Buying' to 'Community E-commerce'
At the start of the new year, Meituan Youxuan made a major move. On January 1, 2021, Meituan Youxuan issued a notice to internal employees, officially naming its business model 'Community E-commerce' and stipulating that from 2021, employees must not use other terms like 'Community Group Buying' when describing the business model. At the same time, Meituan Tuanjieshe was also renamed to Meituan Quanquan. On the surface, Meituan seems to have abandoned community group buying in favor of community e-commerce, but in essence, both are regional community e-commerce. The...
New DistributionChina's New 'Richest Man' Resigns! 'I Won't Be Chairman Anymore' - Zhong Shanshan Loses 20 Billion in One Day
After becoming the richest man, they chose to retire. On the 14th, Beijing Wantai Biological Pharmacy Enterprise Co., Ltd. announced on the evening of the 13th that Zhong Shanshan resigned as director and chairman of the company due to personal reasons, also resigning from his positions as convener of the board's strategy committee and nomination committee. Zhong Shanshan is currently chairman of Nongfu Spring, holding an 84.41% stake. In November 2020, Nongfu Spring, known as 'Moutai in water', saw its stock price hit a new high, and Zhong Shanshan's wealth surpassed Ma Yun and Ma Huateng to become China's richest man due to his controlling stakes in both Nongfu Spring and Wantai Biological.
New DistributionYili 2021: Drawing a New Blueprint, Ushering in the 'Post-100-Billion Era'
In 2020, despite the sudden COVID-19 pandemic, China's economy showed strong resilience and potential, with the dairy industry recovering early. As an industry leader, Yili donated 280 million yuan to fight the epidemic, resumed production with global partners, and achieved remarkable results, including entering the top five global dairy companies ahead of schedule and ranking first in global dairy brand value.
New DistributionNew Distribution's First New Year's Eve Livestream: Goodbye 2020; Hello 2021!
As 2020 draws to a close, New Distribution invites all friends to reflect on a challenging year and look forward to 2021. Join our New Year's Eve livestream on December 31, 2020, from 9 PM to 12:15 AM, to share experiences and insights for the coming year.
New DistributionNestlé Aims to Sell More Local Premium Coffee in China
Facing a vast but changing Chinese coffee market, Nestlé is accelerating its premium coffee strategy, with the latest attempt relying on local coffee bean resources. Nestlé recently announced the launch of '感CAFÉ鎏光咖啡云南新生', marking the third new series within half a year, signaling a more significant role for this high-end brand tailored for China.
New DistributionBlue Moon Rings the Bell at HKEX, Becoming the First Laundry Detergent Stock, with Market Value Aiming for a 100 Billion Yuan Giant!
Domestic washing and care giant Blue Moon listed in Hong Kong today, with a market value approaching HK$100 billion! At 9 a.m. on December 16, the daily chemical leader Blue Moon officially listed on the Hong Kong stock market, opening up over 16% at HK$15.9 per share, with a total market value once exceeding HK$90 billion. Founders Luo Qiuping and Pan Dong's wealth soared to nearly HK$76 billion, entering China's rich list. Hillhouse Capital, which has accompanied Blue Moon for 10 years, will also reap nearly 20 times returns.
New DistributionWithin 3 Billion Yuan! Mengniu to Take Control of Cheese Leader Milkground
As 2020 draws to a close, capital operations in China's dairy industry show no signs of slowing. On December 13, Milkground announced that dairy giant Mengniu would take control of it, requiring a cash payment of no more than 3 billion yuan. This marks Mengniu's first foray into controlling a cheese company, following its control of milk powder and upstream pasture stocks. The company stated it aims to build a 'leading Chinese, world-class' cheese enterprise.
New DistributionNew Economy Decade Roundtable: Branding Is an Important Trend for Future Development
At the WISE2020 New Economy King Conference, Jiang Nanchun, Chen Xiaohua, and Bai Rubing discussed how companies can differentiate and build brand recognition in the new economy decade. They emphasized that while traffic and performance ads offer short-term gains, brand advertising builds lasting consumer trust and market leadership.
New DistributionAfter the Two Giants' Fight, Has Herbal Tea 'Gone Cold'? JDB, Badly Hurt, Revives Listing Plans
Compared with the earlier fierce competition between the two herbal tea giants, the market has been quiet for nearly two years as JDB and Wanglaoji have kept a low profile. However, JDB's drive to go public remains undiminished.
New DistributionMajor News | After Leaving Nestlé, What's Next for Yinlu Under Its Founder?
Nestlé has agreed to sell its Yinlu peanut milk and canned congee businesses in China to Food Wise Ltd., a company controlled by Yinlu's founder Chen Qingshui's family. The deal, expected to close by year-end, marks the return of the brand to its original owners after nearly a decade under Nestlé.
New DistributionOmnichannel Operations, Full-Matrix Livestreaming, and Full-Chain Resonance: JD New Channel Drives New Industry Growth During 11.11!
At 24:00 on November 11, JD's 11.11 shopping festival officially concluded, and JD New Channel also revealed its performance in this carnival covering online and offline, omnichannel and multi-scenario. Data shows that from November 1 to 11, New Channel's cumulative 11-day sales reached 208% of the same period last year, and sales in the first hour of the peak sprint reached 10 times that of the same period last year. Behind this 11.11 igniting store owners' stockpiling enthusiasm, it is evident that JD New Channel's original intention and determination to create omnichannel increments for the upstream and downstream of the industry have achieved results. Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's General Merchandise Omnichannel Business Group, said: ...
New DistributionMarketing in China's FMCG Industry Is Entering 'No Man's Land'
At the '2020 China FMCG Conference' held by New Distribution, BCG's global partner observed that while Chinese CEOs used to learn from the West, now foreign CEOs are seeking China's expertise in e-commerce and digitalization. As China's mobile internet and digital infrastructure lead globally, marketing in China is entering uncharted territory, requiring new paths and methods beyond traditional strategies.
New DistributionTransformers: Mengniu's Full-Business Digital Intelligence, Saturnbird Coffee's Data-Driven Innovation, Liby's Organizational Acceleration
A recent Alibaba Research Institute report shows Chinese FMCG brands have captured over four-fifths of foreign brands' market share in the past two years, with nearly a third of consumers choosing Chinese brands for premium products in categories like dairy and digital goods. The report highlights digital transformation cases from Mengniu, Saturnbird Coffee, and Liby Group, illustrating how data-driven innovation and online management systems are propelling Chinese consumer brands forward.
New DistributionAre Potato Chips from Liangpin Shop, Three Squirrels and Others Exceeding 'Carcinogen' Limits? Here's What Officials Say
On October 29, the Shenzhen Consumer Council released a report showing that among 15 well-known domestic and international potato chip brands tested, acrylamide levels exceeded EU standards, with the highest levels found in Yanjin Shop, Three Squirrels, and Miss Dong, while Tianyou, Liangpin Shop, Oishi, and RED ROCK DELI also exceeded the benchmark. Acrylamide is classified as a Group 2A carcinogen by the World Health Organization, sparking widespread discussion.
New DistributionSeizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth
As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands.
New Distribution“Food” Brings Good Fortune: A Delicious Feast Is About to Begin! Highlights of 2020 FHC Shanghai Global Food Trade Show
The 2020 FHC Shanghai Global Food Trade Show, covering 150,000 square meters with 2,500 global exhibitors, will be held from November 10-12 at the Shanghai New International Expo Centre. Featuring 30+ forums, 10+ international competitions, and 7 trade matchmaking sessions, the event offers a comprehensive platform for industry insights, business networking, and culinary experiences.
New DistributionNational Media IP "Kuaikan Good Anchor" National Brand Live-Streaming Product Selection Notice: Application Channel Opens for Brands Jointly Selected by CCTV, Xinhua, and Kuaishou
The first national matrix-style interactive live-streaming shopping variety show, "Kuaikan Good Anchor," initiated and hosted by Yangguang Dream and Xinhua Kuaikan, and co-hosted by Guangzhou Langqin Advertising Media Co., Ltd., is about to launch on the Kuaishou app. The event has received strong responses from national media and Kuaishou's top anchors, with S-level traffic resources from the platform.
New DistributionUnder the Domestic Consumption Cycle, How Can Brand Marketing Outpace Competitors?
The sudden COVID-19 pandemic in 2020 led to reduced brand budgets, hindered offline promotions, and disrupted marketing plans. It also shifted consumer behavior toward online news, live streaming, and short videos, unleashing online communication and consumption potential. As domestic consumption returns to normal under the national economic cycle strategy, FMCG products, as essential goods, face new growth opportunities. Brands that seize channel dividends and leverage marketing tools can potentially break the competitive landscape and overtake rivals.
New DistributionPepsiCo and Ele.me Forge Strategic Partnership to Accelerate Digital Meal-Time Scenario Marketing
PepsiCo has signed a strategic cooperation agreement with Ele.me to accelerate its layout in meal-time scenarios. Since entering the Chinese market, PepsiCo has consistently integrated into the local ecosystem and deepened its presence in meal-time scenarios. The cloud-based lifestyle catalyzed by the special period is breaking down the boundaries between offline and online consumption scenarios, making digital life a mass consumption trend and a business opportunity. With this, PepsiCo is leveraging its strong marketing momentum, linking Ele.me's online and offline omni-channel reach, deeply penetrating the near-field consumption chain in meal-time scenarios, and upgrading consumers' digital meal-time experience.
New DistributionFive Core Lessons for Building Resilient Brands in the Post-Pandemic Era
The sudden outbreak of the pandemic at the beginning of the year completely transformed the consumer world, redefining the relationship between consumers and brands. Many brands feel lost about their future prospects. In response, Ms. Wang Xing, CEO of Kantar China and Global President of BrandZ, shared five core lessons for building resilient brands at the 2020 BrandZ Top 100 Most Valuable Chinese Brands conference held on October 15, summarizing BrandZ's decade of brand research insights. First, premium pricing capability is a key driver of strong brands.
New DistributionBlue Moon, a Friend of Time
Blue Moon, starting from its heavy investment in laundry detergent in 2008, has become a leader in China's laundry market through continuous iteration and upgrading, setting a benchmark for the rise of innovative consumer brands in China. The company's success is attributed to its insight into consumer needs, strategic persistence, and product innovation, which have enabled it to maintain market leadership for over a decade.
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