TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 107 of 134
You Can Be So Good You Have No Friends, But You Must Never Be Without Enemies
This article explores the marketing principle of "creating enemies" (树敌) through the example of Kobe Bryant, whose controversial career and fierce rivalries elevated his influence far beyond his on-court achievements. It argues that having a clear opponent sharpens a brand's identity and appeals to its target audience, as demonstrated by Apple, Xiaomi, Huawei, and the beverage brand Xiao Ming Tong Xue.
苗庆显New Product Distribution: Memorize These Scripts Before You Head Out!
The key to successfully launching a new product is getting it onto store shelves and in front of consumers. This article summarizes common communication techniques and methods used during new product distribution, providing practical scripts for salespeople to address retailer objections and secure orders.
蒋军Marketing Tai Chi: The Ultimate Skill for Resolving Customer Objections!
In my training sessions, I often use Tai Chi and Shaolin boxing to explain marketing logic, emphasizing that in today's mobile internet era, consumers have absolute sovereignty, and the soft approach of Tai Chi often outperforms the aggressive Shaolin style. Over the past decade of store sales training, I've observed that as market competition intensifies, customer objection rates are rising across all product categories, from daily consumer goods to high-end items, and many salespeople lack the skills to handle these objections effectively, leading to declining conversion rates and sales performance.
闫治民Master Kong's Profits Plummeted This Year—How Are Other Instant Noodle Brands Faring?
Master Kong, the instant noodle giant, recently reported a staggering 87% year-on-year drop in second-quarter net profit to $18 million, driven by declining beverage and instant noodle sales and higher distribution costs from increased advertising. This article reviews the performance of other major brands, including Uni-President, Baixiang, Jinmailang, Nissin, and Nongshim, amid a shrinking Chinese instant noodle market.
New DistributionRebuilding the Marketing System: An Imperative and Urgent Task
A story of foresight: In 2009, the current general manager of Uni-President's mainland China operations took three actions upon taking charge of its instant noodle business: promoting the well-known Laotan Sauerkraut Flavor, cutting products with gross margins below breakeven (about 500 million yuan, over 20% of total sales), and gradually cultivating upgrade products like Tang Daren. While many saw only the success of Laotan Sauerkraut, Uni-President was ahead in rebuilding its marketing system, leading to higher profits despite lower sales than competitors by the first half of 2016.
刘春雄All Five Major Dairy Companies Release Half-Year Reports, Daily Ad Spending Exceeds 50 Million Yuan! What We Drink Isn't Milk, It's Ads!
With the release of Bright Dairy's half-year report, the first-half results of five listed dairy companies—Yili, Mengniu, Bright, Beingmate, and Sanyuan—are now complete. Together, they achieved operating revenue of 71.116 billion yuan and net profit of 4.468 billion yuan, with all except Beingmate showing growth year-on-year. As FMCG products, dairy companies' advertising and promotion expenses are significant; the total ad spending for these five in the first half reached 9.537 billion yuan. As one netizen joked, "What we drink isn't milk, it's ads."
New DistributionRoom-Temperature Lactic Acid Bacteria Drinks That Treat Consumers as Fools Are Doomed: Decoding the Key Person Law in Marketing
Why do some products that fool the majority still fail? Why do others thrive despite widespread criticism? Marketing should target not the majority but a few key individuals. This article explains the Key Person Law using the innovation diffusion theory and the example of room-temperature lactic acid bacteria drinks.
苗庆显When Will the Marketing Rhythm Disrupted by Declining Sales Return to Normal?
The disruption of marketing rhythm in traditional enterprises over the past two to three years is largely due to declining sales. This has led to a vicious cycle of emergency responses, such as pushing inventory and handling near-expiry products, which has derailed normal marketing activities. To regain normalcy, companies must shift focus from preserving volume to promoting mid-to-high-end products and structural adjustment.
刘春雄Dealer Development in the New Era: Node Marketing and Creating Peak Season
This article discusses the importance of node marketing for distributors, using the analogy of boiling water to emphasize that all preparations are useless without the final push. It provides examples and practical advice on how distributors can ignite their market with a modest investment at key moments.
一叶扁舟Which Marketing Terms Will Disappear from China's Marketing Dictionary?
Chinese marketing has enriched global marketing with unique terms not found in Western textbooks. This article discusses several such terms—deep distribution, distribution, terminal interception, shelf management, and warehouse filling—that are gradually fading as the market matures and new technologies emerge.
刘春雄In-depth: Jingjiu on the Road to 10 Billion: Danger or Opportunity?
Jingjiu, as the leading brand in China's health liquor sector, has always been the focus of the industry and a model for peers to learn from. However, as it approaches 10 billion in sales, it faces brand crisis due to cultural deficiency and competitive crisis from numerous small liquor products.
邹文武Despite Many New Products, Why Did Uni-President's H1 Performance Still Decline?
Uni-President's good days from 2015 were short-lived. On August 9, the company reported H1 2016 revenue of RMB 11.713 billion, down 2.4% year-on-year. While its instant noodle business grew 9.8% to RMB 4 billion, its beverage business fell 8.2% to RMB 7.448 billion, dragging overall performance.
New DistributionBehind the Sudden Rise of Vita Coco Coconut Water
“Water grown on trees.” Overnight, this phrase occupied a large amount of advertising resources on highways, subways, and building elevators. The product promoted by these ads is coconut water from the American brand Vita Coco. The high exposure of the ads brought coconut water into the view of Chinese consumers for the first time. Looking back at the route of Vita Coco's entry into China, Hua Bin Group is the behind-the-scenes operator—when the Thai Red Bull brand authorization was about to expire and renewal was uncertain, Hua Bin Group introduced Vita Coco coconut water and placed high hopes on it. Is its sales as booming as the ads? Can it become the second Red Bull?
方彬楠 王子扬How Do Marketers at Different Levels Put Up POP?
As sales professionals, we are all familiar with putting up posters. Many might think, "It's just putting up a poster, how much skill can it involve?" However, I believe the difference between you and a sales director earning a million a year might just be one poster! This article explores the gap between us and top-earning sales directors through the lens of poster placement.
赵波9 Counter-Question Techniques and the 20-Character Core of Negotiation Skills for Client Challenges
If your prospect asks, "Why is your product so expensive?" you can respond with techniques such as feigning ignorance, digging deeper, asking for definitions, or playing dumb. The core of negotiation skills is summarized in 20 characters: "步步为营,逐渐引诱,有礼有节,不卑不亢,及时出手" (step by step, gradually lure, be polite and measured, neither humble nor pushy, act in time).
New DistributionSeven Major Chaos in Dairy Product Operations
This article by Zhou Fangjiu, Project Manager at Shanghai Mingtai Mingguan Dairy Marketing Consulting Co., Ltd., identifies seven common mistakes in dairy product management: excessive brand proliferation, rushed product launches, superficial creativity, neglected sampling promotions, scattered resource allocation, over-reliance on discounts, and unfocused marketing efforts. It emphasizes the need for systematic product line planning and strategic focus to compete effectively.
New DistributionA Tribute to 30 Million Marketers Across China!
This article is the preface to Yan Zhimin's new book, "From Rookie to Director: Survival Rules for Marketers in the Mobile Internet Era." The author sincerely and down-to-earthly describes the hardships and challenges faced by frontline marketing personnel, dedicating this work to the millions of marketing warriors striving on the front lines.
闫治民How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明In-Depth: Why Does China's Alcohol Industry Lack 'Business Leaders'?
With the development of media and social networks, the image of 'business leaders' has become increasingly clear. Compared to the earlier 'entrepreneur' image, business leaders are not only operators and managers but also creators and sharers of ideas, even conveying a lifestyle and life philosophy. They also represent a company's 'appearance' and 'temperament.' People are keen to discuss the words and deeds of business leaders, such as Jack Ma, Liu Qiangdong, Dong Mingzhu, and Lei Jun, admiring their charisma or wisdom, which often translates into enormous brand power and consumer influence.
New DistributionAmbient Yogurt: A Few Dominant Players, Several Followers?
In the near term, the market for premium ambient white milk is unlikely to grow rapidly, with small and medium dairy companies carving out niches through strategies of attacking competitors, building their own brands, and seizing market share. In the long term, the ambient yogurt market is expanding quickly, with many regional dairy companies establishing their own brands, leading to a landscape where Ambrosial, Mosilian, and Purezhen dominate, followed by regional brands. Ambient yogurt addresses consumer demand as purchasing power rises, and domestic consumers' perception of quality of life has undergone transformative changes.
杨光明Why Are B2B Platforms Eyeing New Products?
Many B2B platforms, both centralized and distributed, are now focusing on new products. Centralized B2B platforms like JD New Channel and Alibaba 1688 cannot obtain best-selling products, so they have no choice but to promote new ones. Distributed B2B platforms need new products to generate incremental growth and initial profits. This confirms our 2015 discussion about B2B e-commerce. However, new products are unlikely to save B2B platforms; they may serve as a supplement but not a savior.
刘春雄Why Companies Fail to Grow: The Reasons
This article summarizes four reasons why startup companies fail to grow: short-sightedness, small-mindedness, lack of external resources, and lack of internal talent. It emphasizes the importance of strategic thinking, long-term vision, leveraging social resources, and building a strong team.
New DistributionCan Marketers Overcome the Hurdle of 'Workplace Politics'?
Workplace politics refers to an invisible network of relationships that, while not codified in corporate policies, significantly influences career advancement. To navigate this hurdle, professionals must balance relationships and showcase their abilities within their roles. Drawing on personal experience, the author advises marketers on how to manage workplace politics to achieve both career success and personal growth.
王震Brand Owners' Internet Era Transformation: Either Specialize or Platformize
The internet has reset the business coordinates, and we are still holding maps from the previous era; using maps from the industrial civilization era cannot locate us in the internet era. When determining strategic positioning, companies must choose either low cost or differentiation; the worst strategy is the 'sandwich cookie' strategy, which is neither low cost nor differentiated. Over the past 30 years, Chinese companies have followed the low-cost logic to conquer global markets, but now they face a new choice: specialize or platformize.
郝聚民