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Marketing Executives Talk (13): How to Operate County and Township-Level Markets?
Due to China's market duality, the county and township-level FMCG market exhibits unique marketing methods. However, since China's marketing theories are entirely imported from the West, they are based on Western urban-rural integrated market operations and are largely inapplicable to county and township markets. As we have been focused on urban markets, we have not studied the practical foundations of county and township markets, so operating county and township-level FMCG in China is still in its infancy. Nevertheless, although research is just beginning, many enterprises have already been selling in these markets for years and have summarized some basic approaches and methods, some of which have produced unique market tactics. Therefore, it is feasible and necessary to summarize these experiences and apply existing marketing concepts to develop operational models with Chinese county and township market characteristics.
谭长春From Bricklayer to Industry Leader: 20+ Years of Entrepreneurship, Product Becomes 'State Banquet' Water
Zhong Shanshan, founder of Nongfu Spring, rose from humble beginnings as a bricklayer to become a leading figure in China's bottled water industry. His brand, known for the slogan 'Nongfu Spring is a little sweet,' gained national prominence and was served at the G20 Hangzhou Summit, showcasing Chinese manufacturing.
龙台In Defense of JDB: Is Industry 'Asking for Trouble' While Fighting Lawsuits?
A critique of a financial author's article claiming JDB's marketing myth has collapsed, arguing that the author lacks market and marketing experience and is gleefully ignorant. The piece defends JDB's innovations, its gold can rebranding, and its legal battles, while criticizing those who attribute its success solely to positioning.
蒋军This Round of Consumption Upgrade May Disappoint You
This round of consumption upgrade, due to limited incremental growth, is not a carnival and requires more effort to sustain. It is unlikely to allow for opportunistic gains like previous bubbles. Since the second half of last year, the concept of 'consumption upgrade' has increasingly appeared in various occasions, articles, and forums. The author has also expressed views on this topic several times. But recently, the author increasingly feels that the consumption upgrade may not have arrived with the tide, or even if it has, most of the dividends are being captured by overseas brands. It's just that the previous model of overseas dominance was introducing outdated production capacity into China at the beginning of reform and opening up. This time, it's launching several high-end product lines simultaneously into the Chinese market.
沈帅波Industry Observation | The Era of "Terminal Dominance" in China's Alcoholic Beverage Marketing
China's alcoholic beverage marketing has been continuously evolving with changes in the market environment, and companies that stick to old ways risk being eliminated. The author summarizes three past marketing eras—the idea marketing era, the hotel channel marketing era, and the consumer channel marketing era—and notes that a fourth era, the "terminal dominance" era, has quietly arrived, where success depends on strong performance at the point of sale.
杨夫见Marketing Manager on the Eleventh: How Should Business Managers Manage Salespeople?
There is no fixed rule for business managers to manage salespeople well, and no book can claim a complete set of methods that can be followed blindly. Managing salespeople is not a static proposition but requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, business managers must rely on real-world experience to find targeted methods. Fortunately, everything has its patterns...
谭长春Opinion: Wahaha Was Using 'Internet Thinking' to Run Its Business Over 20 Years Ago, and You Say It's Failing? If You Disagree, Step Forward!
Recent comments across forums, WeChat, and Weibo have been rife with anxiety over Wahaha's 7% sales decline, as if the company were on the verge of collapse overnight and Zong Qinghou were teetering on the edge of losing his legacy. But is it really that serious? Without mentioning anything else, just the aspects discussed below show that Wahaha is far more adept than you think! Don't believe it? Read on before you speak! 80 billion, 80 billion—have you ever achieved that? In the sluggish macroeconomic environment of 2014, Wahaha's sales only dipped 7%, which is nothing for a giant enterprise approaching 80 billion in scale.
郭成林You're Only an Alps Away from the Snooker International Championship
Li Na in tennis, Ding Junhui in snooker, and Liu Xiang in hurdling are three legendary figures in China. Compared to the quiet after the retirement of the tennis and hurdling stars, snooker has been full of excitement. The Snooker International Championship is currently the highest-level snooker event in China, second only to the World Championship globally, on par with the UK Championship, and surpassing the Wembley Masters. The total prize money is £800,000, with the champion receiving 8,000 ranking points and £125,000. According to the tournament's format, the top 16 players in the world rankings no longer receive direct entry to the main draw, but all will attend, making it a star-studded event.
纳兰醉天Channel Shift: By-Health Encounters Cold Shoulder in Supermarkets
By-Health has shifted its primary sales channels from pharmacies to supermarkets and online, but a recent investigation by Beijing Business Today found the transition is not smooth. Sales staff at stores like Hualian and Carrefour rarely recommend By-Health products. Despite spending 310 million yuan on marketing this year, the company experienced its first profit decline in seven years. Even with active exploration of new channels, By-Health faces multiple challenges including quality issues and an influx of foreign health brands.
New DistributionChina's New Consumers: Who, Where, and What Do They Want?
This article, sourced from Accenture and authored by Huang Weiqiang, Chen Kedian, and Zeng Xianlong, explores the evolving behaviors and expectations of Chinese consumers in the digital age. It highlights the shift from brand loyalty to solution-seeking, the importance of 'micro-moments' in the purchase journey, and the urgent need for FMCG companies to adapt by becoming 'intelligent assistants' that anticipate consumer needs.
New DistributionAlibaba Retail Link's Head of Backend Operations Tian Yuan: Retail Link Will Leverage New Technologies to Serve New Manufacturing and Practice New Retail
At the 2016 Yunqi Conference, Jack Ma predicted five major transformations in the next 30 years: new retail, new manufacturing, new finance, new technology, and new energy. Tian Yuan, General Manager of Alibaba Retail Link's backend operations, stated at the 2016 'New Food Era · New Distribution' China FMCG + Internet Summit that Retail Link will use new technologies to serve new manufacturing and practice new retail, transforming traditional distribution models and empowering community retail stores.
New DistributionBenlai Market Fu Xiaoyun: What Is the Most Efficient Channel in the Internet Era?
The following is the core content of the speech delivered by Ms. Fu Xiaoyun, Vice President of Benlai Life and General Manager of Benlai Market, at the "New Food Era · New Distribution 2016 FMCG + Internet Summit" held on October 16. New Distribution has compiled the key points of her speech as follows: Good morning, let me introduce myself first. My name is Fu Xiaoyun, Vice President of Benlai Life and General Manager of Benlai Market. First, I would like to thank the organizers for giving Benlai Market this opportunity to participate in the "2016 China FMCG + Internet Summit" and to discuss the development of FMCG with industry professionals present.
符小芸In the Mobile Internet Era, the Three Traditional Marketing Tools—Advertising, Gifts with Purchase, and Low Prices—Have Failed. What Should Companies Do?
This article argues that while the mobile internet has changed communication methods, the essence of marketing remains unchanged. It suggests that companies should adapt by involving consumers in product development, focusing on interaction and experience in branding, adopting flexible pricing strategies, exploring new channels like B2B e-commerce, and innovating promotional tactics.
谭长春The Secret to Didi Chuxing's Success Applied to FMCG Marketing: Will It Become the 'Didi Chuxing' of FMCG?
The sharing economy's gig model, exemplified by Didi Chuxing, has revolutionized transportation by addressing real-time efficiency needs. Aizero (Ai Ling Gong) applies this model to FMCG marketing, leveraging local professional marketers' spare time to help brands penetrate smaller cities and deepen market presence, offering cost-effective and timely retail execution insights.
New DistributionWhy Do World-Renowned Companies Like Coca-Cola Keep Advertising in Large Volumes?
World-renowned companies do not continuously advertise in large volumes; instead, they aim for precise advertising based on marketing objectives and market realities. This article analyzes the reasons for advertising, factors affecting ad budgets, and actual advertising-to-sales ratios, using Coca-Cola as an example.
New DistributionMarketing Executives Talk (IX) - How to Handle Low Repeat Purchase Rate After Product Launch?
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. The article discusses how to handle a low repeat purchase rate after a new product launch, offering five strategies including effective communication, adjusting price systems, strengthening distribution, countering competitor attacks, and organizing themed activities.
谭长春China Brand Power Index Released: Ranking of Food and Beverage Industry
The China Brand Power Index (C-BPI), China's first brand value evaluation system guided by the Ministry of Industry and Information Technology, released its 2015 rankings for various food and beverage categories. The rankings are based on consumer feedback and measure brand awareness and loyalty, helping consumers make informed choices and guiding companies in brand management.
New DistributionMarketing Supervisor Talk (7) – What to Do When Employees Complain About Too Many Reports?
Report management is one of the most important management tools, but frontline employees often complain that there are too many reports, they are too complex, and lack practical content. A sales manager, after observing and analyzing the situation, made bold reforms by using flexible methods like case-based training, business meetings, and linking reports to key performance indicators, reducing unnecessary reports and improving management effectiveness.
谭长春In Depth: The Disappearing Mass Market
The article discusses how the mass market for consumer goods is disappearing as brands face fragmentation, the rise of niche and cross-border e-commerce brands, and the growing influence of Chinese local brands. It highlights the need for brands to adapt to changing consumer preferences and the importance of engaging with fans and leveraging digital marketing.
林仲旻When Enterprise Sales Hit a Bottleneck, "Transformation" Cannot Just Be Talk—This Marketer Shows How It's Done (Practical Dry Goods Sharing)
The original "FMCG Distributor Professional Management Consulting" has been renamed to New Distribution. From last year to this year, the most discussed issue among enterprises is the problem of products not selling, making it hard for companies to make money, manage people, develop markets, and do business. The most talked-about solution is transformation, which has two aspects: product transformation and enterprise service function transformation.
罗宏文The Brutal Business Model Behind Lao Gan Ma: This Price Range Is Mine, Trespassers Die!
The original 'FMCG Distributor Professional Management Consulting' has been renamed New Distribution. Read the original text to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer friends gather in Fuzhou to discuss the internet transformation path of the FMCG industry. Change-makers have always been interested in how to monopolize a local market, and Lao Gan Ma is undoubtedly a very good example. Today, Change-makers will discuss how Lao Gan Ma's business model achieves local monopoly, revealing how the warm-hearted old mother rules a market with iron fist.
New DistributionThis Silly and Cheeky Snack: Marketing Deserves Full Marks!
The former 'FMCG Distributor Professional Management Consulting' has been renamed New Distribution. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. The article highlights the marketing genius of Weilong Latiao, from its humorous online presence to its successful rebranding and global expansion.
New Distribution5 Tricks Manufacturers Use to Fool Distributors with New Products
The article discusses common tactics manufacturers use to persuade distributors to stock new products, such as exaggerating product quality, profit margins, and support, and warns distributors to be cautious. It also promotes an upcoming FMCG+Internet summit in Fuzhou.
New DistributionMaster These Three Moves and Sales Will Be a Breeze
The former 'FMCG Distributor Professional Management Consulting' has been renamed New Distribution. Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Salespeople often ask how to sell and if there are any tricks. There are no special tricks, but there are general ones. We often see salespeople talking endlessly about our brand, our company, our philosophy, our capital, our products, and so on, but the customer is not moved. Why? Because we talk too much about ourselves, not what the customer cares about. Sales is not about 'us' but about 'you'. Clarify the following three points, and your deals will not be a problem.
梁胜威