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3215 articles · Page 10 of 134
Is Chinese FMCG Going Global a Good Business?
The conclusion first: Chinese FMCG brands going global are still in the blue ocean stage, or early stage, and this stage has not yet become a period of rapid development, with enterprises generally lacking awareness. Therefore, from a trend perspective, the opportunities are significant. This article is written as an introduction to the 'FMCG Going Global Forum' in Shanghai in August, ahead of the China FMCG Shanghai Conference on August 21.
王军From Marketing Breakout to Cultural Going Global: JDB Tells More Than Just a Herbal Tea Story
In an era of marketing saturation, consumer attention is fragmented, making seasonal marketing for FMCG brands increasingly challenging. Single-point breakthroughs no longer work; users want complete narratives, natural brand expressions, and interactive experiences with real value. This summer, JDB, the 'talent scout' of the music world, delivered a powerful combination: using music as a medium and herbal tea as a friend, centered on the 'Asia New Voice' music variety IP, launching six music-themed JDB Asia New Voice cans, integrating AI interactions and terminal sales scenarios to build a closed-loop marketing ecosystem.
汪海The Trend of 'De-branding' Emerges in the FMCG Industry
A founder recently asked if I had seen any promising new FMCG brands this year. I replied that I hadn't seen a single one, but some white-label products seemed viable. Over the past year, branding in China has suffered a catastrophic setback, with the budding brand-building efforts of previous years not only extinguished but also giving way to a trend of 'de-branding'.
戚特Time Is Running Out for Manufacturers
As supermarkets undergo transformation, the traditional supply chain's share in these stores is shrinking to 20-40%, prompting manufacturers to adapt or risk losing their position. The key is to create national blockbuster products and embrace new marketing approaches like user operations and B2b platforms.
刘春雄"Megabrands × Mega Platforms": In Times of Change, Budweiser China and Distributors Build a Resilient Growth Path
In the first half of 2025, New Distribution visited over a hundred distributors and observed that the distributor community is generally in a state of confusion. In the past, distributors built moats for local distribution networks through deep cultivation of regional markets. But today, channel fragmentation, declining offline store traffic, and low-price competition have brought increasing uncertainty to distributors' businesses. This trend is especially evident in the alcoholic beverage market, where market stratification and demographic segmentation are widening demand differences. In this context, Budweiser China's "Megabrands × Mega Platforms" strategy, which leverages brand power and platform resources to empower distributors, offers a systematic response and a sustainable growth path.
AsherBehind Sam's Club's 'Mistake': Retailers' Open Conspiracy, Brands' Helplessness
Sam's Club put Orion products on its shelves, got criticized on social media, and finally removed them—sounds unbelievable, but it really happened. What is truly being 'rejected' is not Sam's Club but a group of mass-market brands. Consumers' subtext is: 'I pay for membership to experience better choices, not to buy products I'm already tired of.' This incident, on the surface, is Sam's Club's 'mistake,' but it actually reflects that consumers are changing, perceptions are changing, and the logic of product appeal is changing too. In response, more and more retailers are increasing their focus on private labels.
任文青AndyScene Experience, Same-City Communication, UGC Ignition: Marketing Has Never Been So Simple and Efficient!
Ankang exploded! "Ankang exploded! It took only one month." On July 16, Teacher Fang Gang reported to me and Tian Dongjian, sales director of Mingren Soda Water, in a group chat. Teacher Fang Gang, an expert in scene marketing, guided Mingren's "Fire Dragon" scene, which refers to hotpot, barbecue, crayfish, and skewers. The strategy, combining local life, same-city communication, and UGC ignition, successfully promoted Mingren Lemon Soda Water in Ankang within a month.
刘春雄Price System Collapsed, Even Dogs Despise It!
In frontline research, distributors and terminal stores complain most about the price system, with top brands unable to find buyers due to price inversion. Why is the price system problem so severe now? White liquor marketing expert Niu Enkun says: policy escalation is poison. Overuse of tiered policies affects the price system. Combined with excessive inventory pressure, it leads to channel dumping, accumulating to a critical point and causing channel collapse. Policy escalation is poison, hitting the nail on the head. Scenario Research Institute Secretary-General Fang Gang says: online communication is fine, but chasing volume online is suicide. Short-term online volume chasing has a greater impact on the price system, even being the last straw for price collapse.
刘春雄Brand Owners, Stop Forcing Inventory on Distributors!
The FMCG market's dismal Q2 2024 performance has left many brand owners, especially those unprepared, in a growth dilemma: products aren't moving at the terminal, and sales teams are struggling to meet KPIs, leading to the counterproductive practice of pushing inventory onto distributors. This article analyzes the root causes—a fundamental shift in supply-demand dynamics—and offers both strategic and practical advice for brand owners to navigate the shrinking market, emphasizing product innovation, channel adaptation, and avoiding extreme inventory pressure.
张振宇Why Do “Better” Products from Brand Owners Fail to Sell?
Despite claims of superior quality and differentiation, many products fail to win consumers. The core issue is that differentiation is often done from the company's perspective, not the consumer's, leading to products that are perceived as homogeneous or irrelevant.
金名Why Young Talent Is Leaving Front-Line FMCG Sales
The talent problem in FMCG sales is not only about pay. It reflects an outdated field-sales system that monitors people instead of equipping them to sell with greater precision and productivity.
New DistributionHow a Bowl of Instant Noodles Defines the 'Standard of Good Noodles'? See Master Kong's Confidence and Know-how
In an era of abundant goods, consumers face a dizzying array of choices and have become more cautious. The nationwide rush for Pangdonglai's products and the sustained popularity of Hema's hits essentially stem from the trust they've built as 'safe to buy blindly.' So how can brands establish such consumer trust? The entire market is seeking answers. In the FMCG industry, especially in the instant noodle sector, products are highly similar and flavor competition is fierce, yet there has never been a clear standard for what truly constitutes good quality.
AmyIn the FMCG Industry, the Answers to Market Problems Are on the Frontline
A beer distributor with over 20 years of experience shared his journey, emphasizing that market opportunities and solutions are found on the frontline. By staying close to the market, he successfully launched a new product, but later lost momentum after delegating to managers. The article argues that true insights come from direct market engagement, citing examples like Wahaha and Feihe, and concludes that adapting to new cycles requires rebuilding frontline connections.
金名From Brand Promoter to Retail Buyer: 2025 Is the Golden Window for Distributor Transformation!
The 7th China FMCG Conference and the 5th China FMCG Retail Innovation Conference & the 5th China FMCG Distributor Conference, themed 'New Demand, New Supply', will be held in Shanghai from August 19-21, 2025. The event will gather key players in the FMCG industry to discuss the transformation of the supply system driven by shifting consumer demands.
New DistributionLiu Chunxiong: New Channel Players Align with Retailers—Who Are Brand Owners' Channel Allies?
Business has a stance, and so does business theory. Distributors and deep distribution align with brand owners, while B2b platforms and supply chains align with retailers. Shared stance makes allies. As more channel players side with retailers, who are brand owners' allies? Without allies, how can brand owners operate channels and users?
刘春雄Price Wars and Channel Wars Are Outdated: What Is the Way Forward for FMCG Brands?
The 7th China FMCG Conference, themed 'New Demand, New Supply,' will be held in Shanghai from August 19-21, 2025, bringing together key players in the FMCG industry to discuss the transformation of supply systems and the repositioning of retailers, distributors, and brands under new production relations.
New DistributionThe FMCG Industry Is in Chaos Right Now
Recent visits to multiple regional markets reveal widespread anxiety across the FMCG industry, affecting brand owners, retailers, and distributors alike. Since 2024, over half of listed food and beverage companies have seen declining revenues, while retail is being reshaped by new formats and online channels, forcing a fundamental redefinition of roles and collaboration.
周群Finding New Brand Dividends in the Voice of the Times
Brands that fail to understand the commercial value of Labubu may already be left behind by this era; those who question its value may also be lagging in their thinking. Its explosive popularity shows that the underlying logic of business has changed, with consumer markets and attitudes undergoing dramatic shifts. Accordingly, our understanding of brands and how we build them should also be refreshed in time.
空手The More Brand Owners Manage, the Harder It Is for Distributors to Do Business
When I first entered the consulting and training industry, I was often asked by brand marketing teams how to manage distributors. I personally dislike the term 'management' because distributors and brand owners are partners; mutual empowerment and win-win cooperation are key. They play different roles and functions in the channel chain (brand owner-distributor-operations team-outlet-consumer), being merely upstream and downstream, with no issue of who manages whom. Upstream brand owners need to achieve their own success through the success of downstream distributors, create value for them, and grow together with them...
高级研究员 海游Precise Placement of Multiple New Products: Master Kong Breaks the Homogenization Dilemma in the Beverage Market through Category Innovation
The current beverage market is trapped in an awkward situation: many new products, but few truly innovative ones. Packaging, flavors, and functional selling points are highly homogenized, leaving consumers unable to taste differences and distributors unable to command premium prices. Amid this industry-wide 'collective sameness,' Master Kong has launched over a dozen new products in the first half of the year, spanning health drinks, functional water, and vitamin fruit juice beverages, earning overwhelmingly positive reviews and signaling a shift toward category innovation.
张雨薇Competing on Low Prices Is Not the Way Out
A veteran FMCG distributor in South China laments that prices have never been lower, yet sales have never been worse. This reflects a broader industry dilemma where price wars are failing, and the real need is to shift from competing on price to mastering the ability to aggregate consumer groups, understand their needs, and match supply precisely.
任文青Andy84-Year-Old Lo Yau Lai Reluctant to Let Go of Vitasoy
Over the past year, Vitasoy International's biggest achievement has been the return to growth in mainland China after three years of decline. This was driven by new product combinations and improved operational efficiency, though revenue still lags far behind its peak of HK$5 billion. The company's soy milk products face intense competition and changing consumer tastes, while 84-year-old Chairman Lo Yau Lai has yet to hand over the reins to the next generation.
陈晓京Traditional 'Hero SKUs' Fail: Brands Are Losing Channel Leverage
This article is the third in a series on integrated production-supply-marketing. From the brand perspective, it examines opportunities and challenges for FMCG brands in the new industry cycle. The retail and distribution sectors are undergoing profound changes that will reshape the FMCG landscape. From 2023 to now, the market has experienced three main shifts: 2023 as the first year of discounting, 2024 as the year of supermarket adjustments, and 2025 onwards as the era of integrated production-supply-marketing.
戚特Zhao Bo of New Distribution: What New Capabilities Do Brand Managers Need in the Third Consumption Era?
The evolution of the consumption era and the new requirements for brand management roles. We are in an unprecedented consumption era. Looking back over the past forty years, the evolution of China's consumer market can be divided into three distinct stages: the first consumption era, centered on product scarcity and meeting basic needs, with consumption behavior dominated by functional utility; the second consumption era, with rapid economic development and abundant goods, upgrading consumer needs from mere functional satisfaction to the pursuit of quality and brand, with more refined and stratified consumption behavior; and now, we have entered the third...
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