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Why Procter & Gamble Is Declining and Will Never Recover
Personalized demand is sweeping the market. Companies that recognize this change must adapt their products to meet customers' individual needs and build shorter, more flexible supply chains to stay relevant. Procter & Gamble, a 179-year-old giant, has seen declining performance globally and in China despite various自救 measures. Its market share in China continues to fall, and its CEO admitted that no core category is growing in China.
New DistributionA Hit Product's Awkward Position: Bentley vs. Ruilin—Blackberry Juice vs. the Black Water Crowd
Just as Bentley and Ruilin logos are strikingly similar yet distinct, blackberry juice and the many 'black water' drinks flooding the market look alike but taste completely different. Despite the market confusion, quality and differentiation will ultimately prevail, as seen in past FMCG battles.
New DistributionEleven Incurable Diseases of Chinese Enterprises!
This article outlines eleven common brand management failures in Chinese companies, using examples like Wuliangye's brand overextension and the short-lived success of products like Shangwutong, to illustrate issues such as lack of brand planning, short-termism, and weak brand support.
朱玉童Regional Manager Solving Problem Markets: One Goal, Two Priorities, Three Transformations, Four Basic Requirements, Five Key Tasks, Six Marketing Links
A regional manager is someone who can plan, develop, manage, and strategize a regional market, lead the sales team to meet challenges, solve market problems, and achieve sales targets as required by the company. A problem market arises from company policy or guidance errors, poor attitudes of market personnel, or wrong working methods, leading to unresolved issues that accumulate. The boss judges a regional manager by results: regardless of approach, the one who catches mice is a good cat. For problem markets, risks and opportunities coexist; if the manager fails to solve issues within the boss's expected timeframe, the boss may replace the manager, but success can be a springboard for promotion.
New DistributionQili vs. Red Bull: How Should Qili Really 'Qili'?
Qili, Lehu, and Dongpeng Special Drink have failed to challenge Red Bull's dominance in the energy drink market, not because of product or corporate strength, but because Red Bull has firmly occupied the position of 'authentic' energy drink in consumers' minds. The article suggests that Qili could reposition Red Bull by leveraging the negative perception that Red Bull contains hormones, proposing a strategy of 'no hormones, safer refreshment'.
柯磊Articulating 'Price' and 'Value' to Sell High-End, High-Priced Products!
'Price' is often inseparable from 'value', but 'value' can be completely unrelated to 'price'. For example, when you buy an item from the market, your family might say, 'It's so expensive, not worth it,' or 'It's cheap, worth it!' This means that the level of 'price' often depends on the level of 'value'; conversely, human emotions, friendship, etc., have only 'value' but no 'price'. The following scripts can be used as reference in the sales process of 'three high' products.
姚楚雄Tuopai Turmoil Signals 2016 May Be the Most Dangerous Year for the Liquor Industry! Entering a Period of Drastic Transformation
In 2015, China's liquor industry failed to undergo deep adjustment, leaving problems for 2016. National liquor production reached 13.12 million kiloliters in 2015, up from 12.57 million in 2014 and 12.26 million in 2013, indicating overcapacity remains unresolved. With the economy slowing, consumer demand shows no rebound. Recent turmoil led by Tuopai in the Sichuan liquor camp signals that in the remaining eight months of 2016, the baijiu industry may enter a normal adjustment phase, with many enterprises paying for unresolved issues from the previous year.
路胜贞Selected Quotes from a FMCG Expert's WeChat Moments
Chang Rong reflects that while business seems harder, it's actually about industries becoming more professional, weeding out the dishonest and flashy, leaving those who are quality-focused and diligent. The real crisis is not financial but a crisis of morality and trust.
各路大咖The Cute Little Ecosystem Trap
Marketing rules are constantly being rewritten, and the laws of competition have become incomprehensible overnight. But nothing has really changed—the soul, the logic, and the competitive fundamentals of resources, products, and brands remain the same. The so-called ecosystem is just a new label for these old concepts.
路胜贞Three Key Points for Launching New Products?
The complete flow of a product is 'manufacturer-distributor-retail store-consumer', meaning distributors purchase from manufacturers, distribute to retail stores, and finally retail stores sell to consumers. Completing this channel flow means the new product has been launched. In a narrow sense, new product sales are about clearing the flow chain, and how to effectively do so is key. This article offers advice for distributors on effectively launching new products by focusing on three key points: distributors willing to push, retail stores willing to sell, and customers willing to buy.
童苗强These 40 Companies' Past Achievements Owe Much to These Slogans—How Many Have Accompanied Your Growth?
Over more than 20 years of business battles, with just one slogan, hundreds of companies have completed the upgrade from 0 to 1, although some have since fallen or faded into silence. 1. Brain Gold: 'No gifts this holiday, only Brain Gold'—this legend must be placed first, as it boldly equated Brain Gold with gifts, aired for many years, known to all ages, and was shortlisted among the top ten vulgar ads, later spawning many versions. Of course, it helped Brain Gold maintain the top spot in single-product health supplement sales for over a decade. Recently, Brain Gold has done something unexpected again...
邓超明Is WeChat Business Dead? Some Say 2016 Is the Decisive Year After the Shakeout!
What exactly has happened to WeChat business over the past few years? It is no longer a new industry. Compared to the crazy agent stockpiling of 2013 and 2014, WeChat business now seems to be drifting away from people's lives, especially as many irregular, small, or unbranded operators who relied on agent stockpiling and recruiting downlines have gradually faded out. WeChat business started in 2012 with small garment factories and workshops, whose operators generally had low education, indirectly leading to many chaotic practices at its birth. It flourished in 2013 and 2014 with the nationwide craze, but 2015 was the year of shakeout.
New DistributionHow to Run Promotions for New Product Launches?
New product launches require promotions to encourage risk-taking purchases, increase incremental profits, and counter competitive threats. However, common pitfalls include substituting promotions for regular sales and disconnecting marketing from sales. Post-promotion, companies should focus on expanding regular shelf space, improving trade relations, increasing store penetration, building the sales team, and leveraging consumer insights.
李鉴金Why Are FMCG Giants All in Decline? What Exactly Is Going On?
During the 2008 financial crisis, traditional FMCG industry maintained strong double-digit growth and was hailed as a necessity. However, a strange phenomenon is that those once-thriving companies are now collectively declining, such as China Agri-Industries' stock price falling to a historic low of 2.03 yuan, and Mengniu Dairy's stock price dropping from a high of 45 yuan in 2015 to the current 11 yuan. The declines are extremely alarming. Why is this happening? The impact of diverse brands: In fact, the total market demand for FMCG has not decreased, but competition has intensified dramatically...
New DistributionUnder the New Normal, Traditional Marketing Fails! What Drives Product Movement to Thaw the Freeze?
As the FMCG industry evolves and the information age arrives, product movement has become the primary factor determining the rise or fall of the entire FMCG supply chain. Enterprises, distributors, and retailers must all focus their efforts on driving product movement, with enterprises bearing the greatest responsibility as the industry's leading force. This industry-wide examination led by product movement poses a significant challenge to FMCG manufacturers and distributors, while also prompting a collective reflection on traditional marketing thinking.
张宇When Distributors Treat Brands as Spare Tires, How Can the Spare Tire Become the Primary?
Distributors understand the principle that the customer can bully the supplier. Having a single dominant brand or staking everything on one brand is not good news for experienced distributors. Therefore, in their ideal scenario, distributors need a 'whetstone' brand to keep the primary brand in check without letting the secondary brand take over. This is a common challenge in distributor management: the industry's second-largest brand often struggles against the leader while sharing the same distributor.
黄润霖Why Did Dong Mingzhu Choose to Endorse Gree Herself? Actually, You Don't Understand Miss Dong's Hardship
Dong Mingzhu chose to endorse Gree herself to protect Gree Electric from turmoil, decline, and even destruction. This is not an exaggeration. The article details the historical struggles between Gree Group and Gree Electric, including attempts to sell the company to foreign competitors, and explains why Dong's high-profile endorsement is a strategic move to maintain control.
杨林New Product Distribution: 8 Taboos and 6 Key Points Marketers Must Remember
In the process of introducing a new product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key determinants of the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, outlining eight common failures and six ideal outcomes.
朱志明Instant Noodles Get an Upgrade, but Who Will Buy a 29.9 Yuan Bowl?
To counter the declining market, instant noodle brands are launching premium products. Uni-President is set to release "Man Han Yan," a high-end instant noodle priced at 29.9 yuan, limited to 6,000 bowls per month. The move reflects a broader industry shift towards premiumization, as seen with Uni-President's success with Tang Daren and competitors like Master Kong also introducing higher-priced offerings.
董芷菲In-Depth Guide: The Most Comprehensive Marketing Channel Encyclopedia (with Strategies and Tips)
This is perhaps the most comprehensive article on marketing channels. Before starting promotion, market positioning is crucial as it guides strategy, channel selection, and messaging. The article categorizes channels into paid, sponsored, self-media, and word-of-mouth, detailing each with usage scenarios and tips.
刘渝民Huishan's 'Source Makes the Difference' Steals the Show at the Spring Sugar Fair's Sub-Venue
The 94th National Spring Sugar and Wine Fair kicked off in Chengdu in mid-March. Huishan Dairy made its debut at the fair, showcasing its innovative products and unique self-owned pasture milk source advantages. The company will appear at both the sub-venue and the main venue, inviting continued attention. From March 18 to 23, the sub-venue at Chengdu Hotel opened, where Huishan welcomed guests from all over.
New DistributionIf You Haven't Developed New Markets, Don't Tell Me You've Done Sales
Salespeople who have never developed new markets or new brands are not complete sales representatives. Just as a man who has never stood outside a delivery room or received a child from a midwife doesn't know the source of life, you won't understand the origins of sorrow and joy. Many, from novices to veterans, have suffered losses in new market development. Some wander for months without finding a distributor's door; others make careless mistakes. Salespeople often have no choice in market assignment, and they must quickly assess whether their new territory is a trap or a treasure.
黄润霖The Bucket Theory Is Dead; the Long Board Theory Is What You Must Master!
The famous bucket theory—that a bucket's capacity is determined by its shortest plank—was effective in the industrial age but is now obsolete in the internet era. Today's companies don't need to excel at everything; they can outsource weaknesses and focus on their core strengths, leveraging partnerships to fill gaps, as exemplified by PepsiCo and Google.
New Distribution50 Marketing Maxims
A compilation of 50 marketing maxims covering principles, practices, ideas, methods, governance, and perspectives, emphasizing practical wisdom and common sense in the FMCG industry.
New Distribution