TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 100 of 134
Zong Qinghou Plans to Sell Ads on Beverage Bottles: Is This Feasible?
For major FMCG companies, the past two years have been tough. With the strong penetration of mobile internet, how will they survive beyond direct product sales? Xiaofanzhuo learned that Zong Qinghou, head of the Wahaha Group with sales exceeding 70 billion yuan, has made a bold attempt by quietly establishing an online company, Wahaha Fuli. Through this company, Zong aims to turn Wahaha's 30 billion bottles sold annually into 'mobile billboards', integrating offline traffic with online guidance and revitalizing its massive offline traffic resources. It is reported that Wahaha...
许京Coca-Cola and Pepsi Have Been Fighting for Over 80 Years. What Has Changed and What Hasn't?
New endorsers are coming on board, but new problems follow. How will the two companies' sugary drink businesses fare? "I can't think of anyone better than Buffett to promote Cherry Coke." Just before April Fools' Day, Coca-Cola China announced a real piece of news that sounded like a joke: they would print a cartoon image of Warren Buffett on the new Cherry Coke packaging. But this is a genuine marketing strategy, as Coca-Cola Chairman Muhtar Kent personally approached Buffett four or five months ago to make it happen. The 86-year-old...
朱凯麟How Should Food Merchants Do Content Marketing? Here's a Handy Guide
Tao Jie, project director of Quentin Technology's food line, and Mei Xiaopai, founder of Xunzhao Tianye, share their insights on content marketing for food brands. They discuss strategies for precise targeting, creating viral content, and building a content-driven e-commerce model.
何承轩、梁周倩Good Products Plus Good Service Is the Most Powerful Marketing (with Practical Cases)
Marketing is the process by which enterprises discover or tap consumer needs, seize market demand and desire, and promote and sell products through creating an overall atmosphere and shaping their own product forms. Its essence is to grasp customer needs and quickly commercialize them, with the goal of generating sustainable revenue. All commodities consist of tangible products and intangible services. For a company, the most powerful marketing is to organically combine the two, ensuring that customers' perceived value is fully realized.
师顺宽Before the New Infant Formula Policy Takes Effect, Some Manufacturers Blow Another Round of Marketing Bubbles to Trap Channel Partners!
In a pivotal year for the infant formula industry, manufacturers and customizers are using every trick to stay afloat. A recent online spat between @奶粉揭秘 and @李铁博士奶粉 has drawn countless fans, revealing intense competition. This, along with offline actions by various interest groups, has fueled a 'false prosperity' in the industry, misleading retailers and consumers and hindering the healthy development of domestic infant formula.
傅先生Lao Miao: Marketers, It's Just a Transformation! Don't Be Shy, It's Not the First Time
Coca-Cola's elimination of its marketing department has alarmed marketers, but P&G made this move three years ago. What should we do? This article discusses the urgent need for marketing transformation, emphasizing that traditional marketing roles are becoming obsolete and that marketers must adapt to new realities.
苗庆显Jiang Nanchun on Business Warfare: Understanding the Middle Class's 'Three Loves and Three Fears', Saturation Attack!
Jiang Nanchun's two competitive theories are 'absorb from the commanding heights' and 'concentrate firepower on one thing'. Jiang himself started reading Toynbee, Heidegger, and Wittgenstein at 16, which helped his later career in Chinese literature and advertising. He believes the most terrifying thing in China is that most people and companies fall into homogeneous competition, and every enterprise must answer what makes it different from others.
贾林男Dali, Uni-President, Nestlé... 20 Food Companies' Strategic New Products for 2017 Are All Here!
As April arrives, the beverage sales peak season is imminent, and for companies, the new product war is about to begin; for distributors, this is the critical moment for product selection, which will affect the achievement of annual business goals. Today, we have compiled the following 20 strategic new products from leading companies and innovative enterprises, from which we might glimpse some new trends in this year's beverage market. So, the question is, which one do you favor most? Don't forget to vote at the end!
New DistributionRed Bull: Where Is It Heading Amid Internal and External Troubles?
Red Bull China is facing a trademark expiration crisis since the end of 2016, compounded by rumors and panic among its sales and distributor teams. The company's actions, including layoffs and new product launches, suggest it may be struggling, and its lack of public relations and marketing strategy could further undermine its position in the functional beverage market.
老纳、肥鱼Marketing is Changing, and Marketers are on the Road to Unemployment
A recent news story went viral: Coca-Cola's CMO (Chief Marketing Officer) disappeared, replaced by a new Chief Growth Officer. At the same time, a company of considerable size cut 70% of its marketing staff. If deep distribution is no longer being done, why do we need so many marketers? Why is the sales department shrinking? In China, successful FMCG companies are either channel-driven or driven by both brand and channel. Among these, channel driving is indispensable. What drives the channel? After 2004, it was deep distribution, which is a human-wave tactic for channel driving...
刘春雄Beer Marketing Expert Fang Gang: New Insights into China's Beer Marketing Trends - Marketing Logic that Penetrates Terminal Barriers
No base market, no marketing. For beer giants, high distribution rate, high share, and high profit margin are the basic characteristics of a base market. Only with territory can there be a brand; the bigger the territory, the bigger the brand. Anheuser-Busch InBev, the world's leading brewer, dominates globally with annual sales of 60 million tons, 1.3 times China's total beer sales. Its base markets are built on a continental scale, such as high share in North and South America, and after acquiring SAB, Africa became a base market with ultra-high share! In China...
New DistributionA Comprehensive Guide to Regional Brand and Regional Market Marketing Warfare: A Must-Read!
In the era of market squeeze, the strong will only get stronger. Competition in China's baijiu market has shifted from incremental growth to stock squeeze, where growth can only be achieved by crushing competitors. Regional market competition has become a life-and-death struggle, and only brands that truly dominate their region or price band can thrive. This article explores the four forms of marketing warfare—guerrilla, flanking, offensive, and defensive—and how they apply to regional market breakthroughs.
朱志明Promoters: Learning to Fight in the Midst of War
Being a promoter is not just a job, but a challenging career and a life experience. Based on years of practical experience in the frontline kitchenware market, the author believes that to become an excellent promoter and score the 'final goal,' the most fundamental thing is to 'learn to fight in the midst of war.'
New DistributionShocking: A Single Online Toothpaste Purchase Uncovers a 827 Million Yuan Counterfeiting Scheme
Police in Jiaojiang District, Taizhou City, Zhejiang Province, have dismantled a major cross-provincial network producing and selling counterfeit cosmetics of internationally renowned brands, seizing over 1,200 boxes of fake products valued at nearly 827 million yuan. The investigation began with a consumer complaint about a toothpaste purchased online that failed to foam, leading to the arrest of 13 suspects and the destruction of multiple production and storage sites.
New DistributionGiants Are Declining, So Who Is Rising Against the Trend?
While traditional FMCG giants report declining sales, new products and categories are surging. This article analyzes the real reasons behind the giants' decline and reveals the growth drivers, such as health, premiumization, and e-commerce, with examples like Three Squirrels, Vita Coco, Monster, and Chobani.
Mote ChanOutshining Dong Mingzhu! He Is the No. 1 CEO in Manufacturing, Worth Billions Yet Still Eating Instant Noodles While Working Hard
A photo of Hengan Group CEO Xu Lianjie eating instant noodles at an airport recently went viral on social media. Despite being in his 60s, he maintains the energy of a 30-year-old, exemplifying hard work. As a grassroots business guru, he outranks even Dong Mingzhu in the manufacturing sector.
New DistributionIn the Second Half of the Internet Era, How Can Brands Break Through with Offline Promotion?
Stories of products going viral overnight and users flocking in exist in every industry, but they are never accidental. More often, user accumulation relies on behind-the-scenes 'pushers.' To quickly acquire users, some products rely on subsidies, like Didi and Kuaidi in their growth phase, while O2O industries like group-buying rely on offline promotion teams. In 2015, Dianping and Meituan had offline promotion teams of over a thousand, and Alipay's Koubei launched a '10 billion yuan subsidy to attract nationwide offline promotion' campaign. In the second half of last year, Taohuichang, originally focused on conference O2O, began transforming into a commercial real estate B2B platform, connecting merchants with promotion needs and venue operators. The industry also has companies like Yiqitui and Dipaiba dedicated to offline promotion marketing.
陈淑华Spring Sugar, Don't Forget to Take a Look at This Magic Water
The annual Spring Sugar Fair is held as scheduled in Chengdu, but with the winter of FMCG, people are beginning to question its value. Once a stage for corporate myths, with one company collecting 400 million yuan in payments and others going national, the fair is now seen by many as a mere formality—just eating, sleeping, and listening to reports, with the only visual treat being the models hired by liquor companies.
老纳The Unruly Health Supplement World: It Was the King of Bus Ads, More Brainwashing Than Brain Platinum, Now It's Stopped Production and Renamed, a Mess
In business, BESUNHEN is a good marketing case, once using functional promotional gimmicks to rise rapidly and grow wildly, but ultimately had to suffer the consequences. This article is about 2991 words and takes about 4 minutes to read.
胡二伙Wolinka Ripe Yogurt: An Innovative Category, Creating a New Force in China's Ambient Yogurt Market
The article introduces Wolinka Ripe Yogurt, a new category of ambient yogurt with a Russian-style production process, unique taste, and innovative packaging. It highlights the brand's potential to lead the market and offers opportunities for distributors.
New DistributionReject the First Idea
How can one find effective marketing strategies? My experience is to "reject the first idea," even to "reject the first three ideas," especially those that everyone "unanimously" agrees upon. I am not the first to propose this view; it was originally put forward by a German field marshal. He knew that staff officers always devise several plans, usually three, so he often said: tell me directly what the fourth plan is. Marketing, like war, is competitive, akin to sports...
刘春雄Mizone's New Product Exclusively Launched on JD New Channel, Why Was It Sold Out on the First Day?
Mizone is making headlines again in the food and beverage circle, not only for leveraging the 'Spring Sugar' event to launch new products and continuing the popularity of light beverages over the past two years, but also because the exclusive launch platform was the rapidly rising 'JD New Channel'. The speed of the new channel is irresistible: the product was shipped from Zhongshan on March 10, entered JD New Channel's warehouse on March 11, and was exclusively launched on JD's ZhangguiBao platform at 8 AM on Monday, March 13, selling out within hours.
食品君The Environment Has Changed. If You Were to Rebuild Your Company, Where Would You Start?
Yang Yonghua, a renowned expert in enterprise growth path planning, discusses the fundamental changes in the business environment, such as supply-demand shifts, consumption upgrades, and the rise of the mobile internet. He argues that companies must undergo strategic, operational, organizational, brand, product, market, marketing, and systemic restructuring to adapt and thrive, emphasizing the need to focus on customer experience and value creation.
杨永华Jinmailang Faces Channel Upgrade Dilemma, Pressured by Brand, Category Building, and Capital
Jinmailang, after splitting from Uni-President, is pushing into mid-to-high-end markets with new products like bottled water and vitamin drinks, but faces challenges in brand recognition, category innovation, and funding. Experts doubt its ability to break into first- and second-tier markets without a unique product category.
孙吉正