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Why Is Your Store's Beverage Sales Lagging? Learn to Master the 'Cold' Business in Winter
Ready-to-drink beverages are hot sellers in summer, but what about winter? Most go quiet, except for those with warming properties, like coffee. Imagine holding a warm coffee while walking in the cold wind, taking a sip now and then—it feels more comforting and empowering than an iced drink in summer. However, finding ready-to-drink coffee in terminal warmers is rare; most beverages are still displayed at room temperature, as seen at a Haohaolin convenience store on Jinbao Street.
小镇青年朱迪The Four Years Since Zong Qinghou Was No Longer the Richest Man in China
Zong Qinghou became the richest man on both the Hurun and Forbes lists in 2010 and again in 2012. However, starting in 2013, younger entrepreneurs Wang Jianlin and Jack Ma took turns at the top. This article explores what happened during the four years Zong was not the richest man, including the 2016 lists that put Wahaha in the spotlight, and how Zong and his company have adapted to new market realities while maintaining their core principles.
New DistributionYou Are No Longer the Brand You Once Were, and I Am No Longer the Store I Used to Be
As the year ends, contract and rebate negotiations begin, and it's time to settle accounts. This period often brings exclusive news of brand-retailer conflicts, such as the Kangshifu-Carrefour price hike incident and the Kraft-Lianhua delisting incident, which have historically highlighted the fragile and tense supplier-retailer relationship. However, despite the ongoing disputes, both parties continue to coexist and seek solutions through negotiation, recognizing that business is about mutual benefit and adaptation.
黄静How Much Longer Will the Bloodsucking Specter of Model Markets Haunt the Market?
In recent work with companies, the author repeatedly encounters the issue of model market construction, where firms invest heavily in human and material resources to build model markets for new products. However, many companies fall into this trap, wasting resources and failing to achieve expected results. The author argues that model markets should not be a corporate strategy but a window, and that new products should not start with model markets but aim for them, as true model markets are accumulated over time, not planned.
邹文武Why Traditional Companies Win the World but Lose Tomorrow: The Bitter Battle of Coffee
The long-running battle between Maxwell House and Nestlé has finally been decided. However, this fight had no clear victor—both former coffee oligarchs have tasted bitterness.
王剑冰This Winter Is a Bit Cold: Big Players Are Selling Off Brands One After Another, and This Time It's Jianlibao!
The FMCG industry has seen a series of notable sell-offs recently, including Danone selling Robust, Coca-Cola selling its China bottling business, Evergrande selling its FMCG division, COFCO selling Golden Monkey and Wugudaochang, and Shengmu Dairy selling shares. Now, another heavyweight and legendary company is being sold: Guangdong Jianlibao, once known as the "Oriental Magic Water." In the 1990s, even giants like Coca-Cola and Pepsi had to yield to Jianlibao. After its capital chain broke in the early 2000s, the troubled brand has been kept alive through multiple ownership changes, eventually being acquired by Uni-President, which is now selling it.
New DistributionThis Week's Frenzy: Raw Materials, Cartons, and Freight Costs Surge... Are You Stocking Up?
Recently, a wave of price hike notices for paper cartons has gone viral on social media. The increases, ranging from 20% to 30% or more, are impacting the FMCG industry, especially small and medium-sized food companies, while large players like Wahaha, Yili, and旺旺 are taking proactive measures to secure supply.
New Distribution8 Mistakes That Doom New Salespeople to Failure
Sales is a challenging industry with low entry barriers, but it is not easy to succeed. If you are considering a career in sales, you must be aware of eight common mistakes that can derail your career, such as blindly following the 'bucket theory,' treating sales as a last resort, being impatient for quick riches, and lacking loyalty. Avoiding these pitfalls is crucial for long-term success.
New DistributionThe Mistake That 27 Layers of Purification Couldn't Filter Out
After media reports in mid-November 2016 that Danone had sold Robust to Yingtou Holdings, Robust's official website still displayed the Danone Group member logo, indicating that the company had lost interest in its brand image, with the last website update dating back to 2011. According to reports, after holding Robust for 16 years, Danone, still adhering to its capital-oriented approach, decisively divested the brand that once held a 30% share of China's bottled water market, citing a focus on natural mineral water.
小镇青年朱迪Battle for the Peak Season Market: Seizing the Terminal is Key!
From September to December each year is a peak season for baijiu sales, and the key to marketing during this period is to quickly seize the terminal. As the saying goes, 'Channels are king, terminals win,' requiring meticulous market cultivation, full channel development and nurturing, creating consumer hotspots, shifting promotional beneficiaries, capturing consumer mindshare, and innovating in product combinations.
New DistributionAfter Two Failed IPO Attempts, Can Xiangpiaopiao, Whose Cups Circle the Globe Four Times, Still Be Saved?
This article examines the challenges facing Xiangpiaopiao, a leading Chinese cup milk tea brand, after two failed IPO attempts. Despite its early success and market dominance, the company struggles with high advertising costs, a single-product strategy, channel attrition, and intense competition, raising questions about its future viability.
胡二伙China Resources Beer, Now Fully Owned, Kicks Off M&A Spree with €5 Billion Bid for Eastern European Brands
According to Reuters, five bidders, including China Resources, have advanced to the second round of bidding for SABMiller's Central European beer brands, with offers exceeding €5 billion (approximately RMB 36.82 billion). The assets include Czech Pilsner Urquell and Polish Tyskie and Lech, and other bidders include Asahi Group Holdings, Bain Capital, Advent International, PPF Group, and Jacobs Holding AG.
界面新闻Marketing Executives Talk (16): How to Communicate with Key Distributors?
Business executives often need to establish contact with key distributors and communicate with them at appropriate times. However, distributors are normally visited by sales representatives, so what should executives pay attention to when interacting with them? How can executives control most of the market by managing the 20% key distributors? Key distributors have a different mindset from ordinary ones, and executives may feel cautious when dealing with them. Therefore, thorough mental and material preparation is essential before such visits.
谭长春Sales Reps, Tell Your Boss Why CRM Is Useless for You!
Despite the recent buzz around new CRM products from major vendors, salespeople remain indifferent because current CRM tools are management-focused rather than performance-enhancing. Salespeople need a system that genuinely helps them generate results, not just a monitoring tool.
谭长春Your Greatest Enemy Is Inertial Thinking
This article argues that many companies claim to be result-oriented but are actually method-oriented, relying on habitual approaches. It advocates a 'from results to methods' thinking model, illustrated by examples like Ford's pricing strategy and the construction of Nagoya Airport, to break free from inertial thinking and achieve goals more effectively.
小马宋Sales Exceeded 100 Million in 2015? Why Did He Avoid the 'Multi-Level Distribution' Path in WeChat Business?
China's WeChat business market was once extremely hot, with low entry barriers making it accessible to everyone. Amid the wave of mass entrepreneurship, recruiting WeChat sellers became a panacea. Driven by herd behavior and profit, a pyramid-like 'multi-level distribution' scheme was promoted. However, a Shandong company, instead of following this trend, leveraged its years of accumulation and local specialties in Dong'e Town, Pingyin County, to gather nearly a thousand WeChat sellers nationwide, creating a niche brand based on 'best friends' (闺蜜).
New DistributionClearing Bad Inventory: A Table and Ten Steps to Manage New Product Distribution!
In the daily operations of distributors, attention to the market front line often outweighs attention to the warehouse, leading to neglect of warehouse management. The author observes that inventory problems often surface suddenly, and once bad inventory appears, it directly drags down the profitability of trading companies. When distributors carefully count remaining stock and calculate its value at a price that can be digested, they find that the profit originally designed to be earned is exactly the value of the inventory. Therefore, any mishandling of inventory makes losses inevitable. How should we prevent inefficient management or even eliminate bad inventory to improve profitability? The author believes that instead of organizing large-scale promotions after the fact or negotiating returns with manufacturers, it is better to solve inventory management from the source, starting with distribution management.
于秀伟Procter & Gamble Is Overly "Talked Down"—The Problem Isn't That Serious
On August 10, Procter & Gamble, the world's largest advertiser, announced it would stop using targeted ads on Facebook due to limited effectiveness. Its CMO Marc Pritchard said the company hasn't reduced overall Facebook ad spend but has cut ads on small websites, shifting from targeted and small platforms to larger media. This reflects that targeted marketing in mass marketing has limited effect, and brands should focus on reaching all customers, especially light users, to grow their shopper base.
文森Three Basic Principles for Marketing Personnel to Operate Terminals and Build Vivid Point-of-Sale Displays
Marketing has three transformations: terminal mediaization, sales communication, and PR implementation. These are the three basic principles for FMCG marketing personnel to operate terminal retail stores and build vivid point-of-sale displays. In increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. Fan Xianguo, chairman of Jinmailang, once joked: 'If I give 2 jin of beef with every pack of braised beef noodles, what do we need marketing personnel for?' Indeed, a marketing person's value lies in maximizing sales with minimal market resources.
张宇Marketing Supervisor Talk 14: How Can Business Supervisors Earn the Trust of Their Subordinates?
In an internal training session for marketing supervisors, the author posed the question of how to manage salespeople effectively, but was disappointed by the answers, which focused solely on control and punishment. The article argues that supervisors must take on multiple roles—leader, builder, responsibility-taker, pioneer, friend, conductor, supporter of informal groups, and guide for employee development—to earn subordinates' trust and support.
谭长春Off-Season Marketing Weapon: These "Warm Drinks" Heat Up Beverage Consumption!
On cold winter days, a warm beverage often stimulates consumers' purchasing desire. Starting from "Lulu should be drunk hot in winter," selling heated beverages in winter has become an opportunity for many companies to boost sales, and the term "warm drinks" has gradually spread. What exactly are "warm drinks"? Industry insiders say that beverages that can be heated externally to reach a temperature of around 45-65 degrees Celsius without changing their state or nutritional content are called "warm drinks." From the terminal perspective, "warm drinks" are products that have been heated in warm cabinets or warm pots and can be directly consumed, which can promote winter beverage sales to a certain extent.
New DistributionFood Lecture Hall | Distributors Operating Private Brands: Quick Money, Hard Brand Building
Distributors, as key links between manufacturers and consumers, are increasingly establishing their own brands to diversify profits and gain more control. However, experts debate whether this shift is sustainable, as it requires significant brand-building efforts and may face challenges in competing with established manufacturers.
李娅AB InBev's Craft Beer Sales Slow: Product Problem or Brand Problem?
Craft beer, which has been very popular in recent years, seems to be selling less well now, at least according to AB InBev. Recently, AB InBev stated that over a period of more than three months, the sales growth of their craft beer division has been slowing. The third-quarter earnings report also showed that AB InBev's sales in the U.S. market declined as a result. Their CEO Carlos Brito explained: "There are only so many shelves for craft beer, and the abundance of choices can attract some consumers to other options."
李莉蓉Is Low Price Really the Best Marketing Strategy?
In 2016, low-priced electric vehicles were a hot trend in the market. While brand companies were busy strengthening their core competitiveness and consolidating their market positions, low-price brands seemed unstoppable in capturing market share, leaving brand companies struggling to protect their interests. Some thus argue that 'low price is the best marketing,' but is that really true? Low price is often seen as a lifeline for the desperate.
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