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3215 articles · Page 106 of 134
Marketing Executives Talk (6) - What Market Research Should Be Done Before Product Launch?
Product launch is a key way for companies to generate profit, adjust product structure, and respond to competition. However, many companies rush to launch products without proper planning or research, leading to failure. This article discusses the necessary market research before launching a new product, including consumer, market environment, and competitor analysis.
谭长春Basic Ideas, Standards, Strategies, Techniques, and Methods for New Product Launch Distribution: If Your Distribution Isn't Going Well, Memorize These One by One!
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. Distribution is the first step for new products to enter the market, and it is crucial. This article details the basic ideas, standards, and strategies for new product launch distribution, including the four key characteristics, three standards, and seven strategies for effective distribution, along with a practical case study.
New DistributionThe 8 Big Mistakes in Selling Goods
With over 30 industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathering in Fuzhou, the article discusses the common pitfalls in the operations of small and medium-sized baijiu trading companies during the industry's deep adjustment period, offering insights from a frontline marketing perspective.
孙中学On the Eve of a Major Shakeout in the Dairy Industry: Hesitation and Waiting
As the implementation of the strictest infant formula registration rules approaches, distributors and manufacturers are in a wait-and-see mode, with many small and OEM brands expected to exit the market. The transition period will reshape the market, leaving a potential 10-15 billion yuan gap in third- and fourth-tier cities, while cross-border e-commerce continues to thrive.
栾立 吕进玉Marketing Executives Talk (Part 5) – New Product Launch: What to Do When Employees Say the Price Is Too High?
The article discusses why salespeople fear new product launches, especially when prices are high, and provides five strategies for salespeople to successfully promote high-priced new products, including broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value through services.
New DistributionTen Years of Marketing Veteran's Experience: Every Word is the Truth!
A veteran marketing professional with over a decade of experience shares 119 hard-earned lessons, covering career advice, management insights, and industry observations. The article also promotes an upcoming FMCG+Internet summit in Fuzhou.
New DistributionLactic Acid Bacteria Water: Another New Product Destined to Be Ruined
Driven by ambient lactic acid bacteria beverages and light-flavored waters, the market has seen a surge of new lactic acid bacteria water products. However, this category lacks scientific basis, faces intense competition, and is likely to be short-lived, making it an unpromising new segment.
邹文武Cross-Industry Water Play: Yake Changbai Spring Fails This Time
Yake's new water product, Changbai Spring, launched with much fanfare but has struggled in the market, with poor distribution and lackluster sales. Industry experts attribute this to its use of the overused Changbai Mountain water source concept, awkward pricing, and insufficient marketing support.
方彬楠 王子扬One Brand Dead Per Year: What Should Distributors Do?
Since 2013, the economic downturn has crushed traditional FMCG companies, with new products dying quickly and distributors struggling. This article offers three key suggestions for distributors when selecting new brands: assess product lifecycle, profit margins, and strategic logic.
邹文武Marketing Insights: Starting from the Decline of Yedao
The article reflects on the decline of Yedao Lujiu, once a leading health wine brand, attributing its fall to brand aging and unclear property rights in state-controlled enterprises. It also discusses the double-edged nature of capital, using examples like Vanke and various acquired brands, and promotes an upcoming FMCG internet transformation summit.
蒋军Brands and E-commerce: Who Will Have the Last Laugh?
This article argues that traffic-based e-commerce models, such as Taobao brands and influencer-driven sales, are not sustainable because they focus on selling rather than building brands. The author contends that only brands and efficiency will survive, as supply chain changes and consumer upgrades will eliminate businesses that fail to establish brand loyalty or operational efficiency.
修行于Arctic Ocean Soda: How Far Is the Big White Bear from the 10 Billion Yuan Goal?
As a native of Beijing Yiqing, Li Qi took over Yili Bread in 2002 and achieved a 20-fold increase in bread sales over ten years. In 2010, he took full management of several state-owned enterprises including Yili Food and Arctic Ocean Food, proposing 'Three Musts' to revive the old brands. In 2011, Arctic Ocean soda made a comeback, but despite its nostalgic appeal, it faces challenges in a changing beverage market and modern distribution channels.
小镇青年朱迪Brick-and-Mortar Marketing: If You Wait for Customers, You Might as Well Close Up
With over 30 industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathering in Fuzhou to discuss the internet transformation of the FMCG industry, this article argues that in today's fiercely competitive market, simply opening a store and waiting for customers is no longer viable. It offers practical strategies for increasing foot traffic, including personnel interception, atmosphere creation, product display, and online outreach.
New DistributionWho Wrote Those Awesome Slogans for Jiangxiaobai?
Long press the QR code or click 'Read Original' to register. 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. 'I drink everyone under the table just to whisper a word to you,' 'The words I most want to say are in my eyes, drafts, dreams, and wine,' 'We always find our past selves a bit silly,' 'Don't broadcast your inner self, because you're not the only one with a story'...
New DistributionBeware of Fake Brands! Distributors Should Choose Brands with Caution
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. As a channel or distributor, you may have large sales on JD.com or rank top on Tmall, but are the brands you operate truly reliable? Are your partner manufacturers trustworthy? Are the best-selling products you sell really problem-free?
New Distribution4 Years, 15 Lawsuits, Claims of 4.7 Billion, Payouts of 29.8 Million: Can JDB Overcome This Crisis?
JDB has been embroiled in legal battles with Wanglaoji for four years, facing 15 lawsuits, with claims totaling 4.7 billion yuan and payouts of 29.8 million yuan. Amid executive departures and factory shutdown rumors, the company's future hangs in the balance.
New DistributionNews: Master Kong Launches China-Taste Frappuccino, Nongfu Spring Rolls Out New NFC Juice, Canned Wine Gains Popularity—FMCG Industry Busy Upgrading!
Long press the QR code or click 'Read Original' to register. 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. Master Kong begins selling China-taste Frappuccino priced between 15-20 yuan, while Nongfu Spring launches a new NFC juice product, and canned wine sales surge.
New DistributionLiu Bihua of Wuxi: A Woman Leader's Path to Branding
Liu Bihua, general manager of Wuxi Dadexing Trading Co., Ltd., has successfully navigated the challenging FMCG market by differentiating with imported foods and adopting a brand-oriented approach. Her targeted customer service and strategic market expansion have driven consistent sales growth despite industry downturns.
New DistributionWhy Is "Positioning Theory" Under So Much Attack and Criticism in the Internet Age?
Recently, some internet and traditional marketing professionals have been attacking positioning theory. The author believes most of these attacks are just verbal battles, and that true understanding and practice of positioning theory is rare among critics. The article analyzes several misunderstandings and factors behind these attacks, arguing that positioning remains essential for brand strategy, while criticizing concepts like "explosive products" as tactical and insufficient.
蒋军Ten Laws and Principles in Marketing: How Many Do You Master?
Over 30 industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. This article outlines ten key laws and principles for team management, marketing skills, and service concepts, including the Pygmalion Effect, Mushroom Law, and the 250 Law, among others.
New DistributionMarketing Is About Marketing to “Human Weaknesses”!
Over 30 industry experts, 100 B2B platform founders, and 800 manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. While a company may rely on advanced technology or concepts to gain unique functional recognition for a period, in the long run, the market tends toward functional homogenization. Therefore, when a category matures, the market leader is the one that communicates better on an emotional level. Since it's emotional communication, it's essential to find the emotional breakthrough points of consumers. The article lists 15 human weaknesses that can be leveraged in brand communication and marketing.
林友清The Three Chariots of Peak Season Promotions and Marketing Strategies, and Practical Rules for Salespeople
This article outlines three key strategies for peak season sales: maximizing channel distribution, refining terminal details, and systematizing promotions. It provides practical guidelines for salespeople to manage channels, optimize product displays, and execute effective promotional activities.
本创智业Coca-Cola's Performance Hits a Dead End: Should Brands Stick to Principles or Break Through with Innovation?
Coca-Cola's second-quarter earnings report showed a 5.1% decline in revenue, with the Chinese market singled out for poor performance, dragging down the entire Asian market. The company is shifting its strategy towards healthier beverages, as evidenced by recent acquisitions and product launches in non-soda categories.
New DistributionSuning.com Issues a Wine Lovers' Challenge, Plans a Big Cross-Industry Move Before Mid-Autumn Festival
Every September seems to be full of events. This year, besides the G20, a whirlwind has swept through the wine and e-commerce industries. Suning.com Supermarket has issued a wine lovers' challenge by hosting the 'Suning.com Wuliangye Super Brand Day' with great deals and a grand scale, featuring many big names.
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