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Under 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.
New DistributionMajor Move | Alibaba Acquires Controlling Stake in RT-Mart Parent for HK$28 Billion
On the morning of October 19, Alibaba Group announced it would invest approximately HK$28 billion (US$3.6 billion) to increase its stake in Sun Art Retail Group, a leading Chinese hypermarket operator, to 72% and become its controlling shareholder. The move is part of Alibaba's new retail strategy, accelerated by the COVID-19 pandemic.
New DistributionAre Distributors Increasing in Number? What You See May Not Be the 'Truth'!
A market survey revealed that a salesperson believed the number of distributors was increasing, contrary to the common prediction of decline. This article explores the discrepancy between short-term observations and long-term trends, and introduces a training course for distributors to learn from successful peers.
New DistributionRiding the Waves on Stage, Honing Skills Behind the Scenes: Leading Companies Drive Premiumization of the Instant Noodle Market
In 2020, the instant food industry saw remarkable growth, with instant noodles standing out. In the first half of the year, China's instant noodle market grew 5.6% in volume and 11.5% in value year-on-year, driven by leading companies like Master Kong, which achieved record revenue and profit growth. The industry is undergoing premiumization, with digital strategies and brand building playing key roles.
New DistributionCoca-Cola's 'Elephant Turn': Halving Its 500 Global Brands and Cutting 4,000 Jobs
Coca-Cola announced a $550 million severance package and 4,000 job cuts, and plans to halve its 500 global brands, including discontinuing its coconut water brand Zico, as part of a restructuring to cope with the COVID-19 crisis. Despite a 28% drop in Q2 sales, the company saw a 14% sales increase in China, which is recovering faster from the pandemic.
New DistributionSales Surge 9000-Fold, Annual Sales Reach 10 Billion: How This Snack, Frenzied by Fans at Home and Abroad, Carved Out a Path?
Outstanding best-selling products always excel in certain fundamental qualities. Following the global success of Lao Gan Ma, another delicacy has conquered foreigners: Liuzhou Luosifen (river snail rice noodles). In February 2020, it topped Weibo hot searches nine times, with 700 million people worldwide urging delivery, making it the favorite snack during the pandemic.
New DistributionSmall Store, Big Scene: How Does JD New Channel 'Play' with Closed-Scene Convenience Stores?
The diversification of consumer demand is driving the diversification of consumption scenarios and channels, making 'what you think is what you get' a rigid need for most consumers, especially young ones. So, how can traditional retail stores meet the ever-changing consumer demand more quickly? Recently, New Distribution visited a JD convenience store to see how JD is transforming and upgrading traditional retail stores.
New DistributionGuochao Beverage Hit-Maker Hankow Er Chang Completes Two Rounds of Financing Exceeding 100 Million Yuan, Pushes into Healthy Milk Tea Market
Hankow Er Chang recently announced the completion of two consecutive financing rounds: an A round led by Qingliu Capital with participation from Hillhouse Ventures and Country Garden Venture Capital, and an A+ round led by Shunwei Capital, with total financing exceeding 100 million yuan and existing shareholder QinQin Investment increasing its stake. As a representative of the trendy guochao beverage brands, Hankow Er Chang originated from the once-popular 'Erchang Soda' in Wuhan. Inspired by urban cultural memories, the founding team aims to create a 'trendy beverage' that accompanies the growth of contemporary young people, launching the new brand 'Hankow Er Chang'. Its products have become phenomenal hits upon release, attracting capital market attention and ultimately gaining financial backing to fuel its growth.
New DistributionHema Fresh vs. Miss Fresh: The Battle for the Fresh Food Market (Models, Positioning, User Profiles, Customer Acquisition Costs...)
The fast-paced urban lifestyle and convenient logistics services have driven the rapid growth of fresh food e-commerce in recent years, especially accelerated by the pandemic. This article provides a competitive analysis of Hema Fresh and Miss Fresh, two leading platforms, covering their models, positioning, user profiles, and more.
New DistributionBaidu AI Drives the Second Growth of "Deep Distribution"
Baidu AI Cloud is accelerating industrial intelligence upgrades, offering solutions for the FMCG industry to transform from traditional extensive distribution to precise deep distribution, thereby driving a second wave of growth.
New DistributionMaster Kong Defies Downturn with Surging Performance and Space Noodles, Redefining Industry Leadership
On August 25, Master Kong Holdings released its 2020 interim results, showing revenue up 8% year-on-year to RMB 32.934 billion as of June 30. Net profit attributable to shareholders surged 58.37% to RMB 2.38 billion, with net profit reaching RMB 2.653 billion, up 47.26%. The instant noodle business generated RMB 14.91 billion in revenue, up 29.18% year-on-year. According to Nielsen, the instant noodle industry saw volume and value growth of 5.6% and 11.5% respectively, with Master Kong maintaining market leadership at 42.9% volume share and 45.8% value share.
New DistributionTmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!
In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.
New DistributionRoundup | 2020 H1 Dairy Company Results: Yili, Mengniu, Nestlé, Danone Report Earnings
In the first half of 2020, major dairy companies reported mixed results amid the COVID-19 pandemic. Yili's revenue reached 47.528 billion yuan, while Mengniu's revenue fell 5.8% to 37.5335 billion yuan. Other companies like Feihe, Ausnutria, and Beingmate saw significant growth, while some regional players faced challenges.
New DistributionBusiness Restructuring, Department Reduction, and Layoffs of 4,000 Employees: Is Coca-Cola Struggling to Save Itself?
Coca-Cola, a recognized global beverage giant, has announced a major restructuring plan involving layoffs, business reorganization, and department consolidation. The plan includes offering voluntary separation packages to 4,000 employees in the U.S., Canada, and Puerto Rico, and aims to streamline operations amid the pandemic's impact on sales.
New Distribution1.5 Million Mom-and-Pop Stores 'Go Cloud': Alibaba's Retail Link Reconstructs China's Commercial Capillaries
On August 28, Alibaba's Retail Link (零售通) unveiled the 'W Plan' to fully open its digital operating system to the 1.5 million community retail stores it covers. Notably, this year's Retail Link 828 strategy conference shifted from the previous theme of 'Combining trees into a forest, merging streams into the sea' to 'Renewing ten thousand stores, starting from zero'—where 'zero' refers not only to the millions of scattered retail stores but also to Retail Link itself.
New DistributionConfirmed: Tsingtao Brewery Acquires Nestlé's Water Business in China! Will the "Water War" Landscape Change?
Tsingtao Brewery Group and Nestlé Group have jointly announced a strategic cooperation in mainland China, under which Tsingtao Brewery will acquire Nestlé's water business in China. The deal includes local brands "Dashan" and "Yunnan Spring" and equity in three Nestlé companies in Shanghai, Tianjin, and Kunming, with a licensing agreement for Tsingtao to produce and sell "Nestlé Pure Life" in China.
New DistributionLatest: Yili Releases H1 Financial Report, Revenue Exceeds 47.3 Billion Yuan, Exceeding Expectations Despite Headwinds
Today, Yili Co., Ltd. released its 2020 semi-annual report. The report shows that its H1 operating revenue reached 47.344 billion yuan, a year-on-year increase of 5.29%; net profit attributable to shareholders of the parent company was 3.735 billion yuan, a year-on-year decrease of 1.2%. Non-GAAP net profit was 3.766 billion yuan, a year-on-year increase of 7.02%.
New DistributionIn-depth Industry Analysis: Common Problems and Solutions for Brewpubs
About four years ago, a large number of brewpubs specializing in craft beer began to emerge in China. For instance, in 2018 alone, over 300 craft beer pubs opened in Chengdu. In the past five years, more than 8,000 craft beer-themed dining establishments have been built nationwide. The proliferation of craft beer pubs signals a shift in nightlife preferences: from competitive, binge-drinking, and carnival-like venues to more integrated, joyful social spaces. This new model represents a more mature, rational, and self-aware consumption pattern.
New DistributionFocus Media's H1 Revenue Reaches 4.6 Billion Yuan; Q2 Daily Consumer Goods Ad Revenue in Building Media Up 25%
On August 20, Focus Media released its 2020 semi-annual report, showing H1 revenue of 4.61 billion yuan, down 19.35% year-on-year, with net profit attributable to shareholders of 820 million yuan, up 5.85%. In Q2, as elevator advertising normalized, demand recovered, and the company seized opportunities in daily consumer goods and online education, leading to a rapid rebound in building media revenue.
New DistributionBuilding Professional Foodservice Brands, Providing Total Solutions: Arla Helps Distributors Grow Their Business
China's foodservice industry is in a rapid growth cycle, closely tied to economic development and rising per capita income. With China's 2018 GDP per capita nearing $10,000, the sector has entered a phase of fast consumption growth. The broad foodservice market (including dining out and food consumption) is currently valued at approximately RMB 8.2 trillion, projected to reach RMB 12.04 trillion by 2022, with a CAGR of about 7.1%. As foodservice channel consumption surges, channel dividends are returning, creating new business opportunities for food distributors.
New DistributionThe Industry Transformation Behind a Liquor Store: New Chains Need a 'New Ledger'
According to incomplete statistics, due to the pandemic, foot traffic in stores ranging from 100 to 3,000 square meters has dropped by 10%-15%, making the survival environment for retail stores precarious. This is not only due to the pandemic; in fact, offline stores have been struggling for years. The difficulties faced by offline stores are driven by three factors: the disappearance of the demographic dividend and the arrival of the stock era, the rise of e-commerce as a mainstream retail channel, and the emergence of local new retail. These forces are squeezing offline stores from both sides, prompting them to seek self-rescue through digital tools and new business models.
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