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9 Salons during the Spring Sugar Fair: No Ads, No Promotion, All Dry Goods! Click Now!
How to do business in 2016? How to select products at the Sugar Fair? How should distributors respond to Internet+? The answers you want are all here! The most down-to-earth salon activities at the Sugar Fair! Solve all the 'difficult problems' of the Spring Sugar Fair, help you find new products, grasp new trends, and thoroughly improve sales performance! All-star mentor lineup (in no particular order): Liu Chunxiong, Pan Wenfu, Zha Jiulan, Wang Guanqun...
New DistributionThe Vinegar Industry Landscape: From the Four Famous Vinegars to 'South Hengshun, North Donghu'
China's vinegar industry is highly fragmented, with nearly 6,000 manufacturers and an annual output of about 3 million tons, where the largest producer accounts for only about 10% of the total. The market has evolved from the traditional 'Four Famous Vinegars' into a rivalry between the northern and southern schools, with Shanxi's aged vinegar brands like Donghu leading the north and Zhenjiang's aromatic vinegar brand Hengshun dominating the south.
New DistributionDeep Reflections on Products: 20 Profound Thoughts
This article presents 20 deep reflections on products, covering aspects such as intentionality, functionality, emotion, branding, packaging, color, shape, naming, definition, tone, materials, processing, selling points, scenarios, categories, innovation, quality, customer service, serialization, and iteration. The author emphasizes that products are deliberately designed to meet consumer needs and create value, and that success lies in understanding human nature and maintaining consistency in brand and product development.
韩秀超Nongfu Spring Shows How to Do the Most Cost-Effective Marketing with a Limited Budget
In an era where entertainment trumps seriousness, Nongfu Spring's sentimental marketing, featuring documentary-style ads and a 'skip after 5 seconds' option, has won widespread acclaim. By respecting consumers and being authentic, the brand achieved high engagement and cost-effective exposure through a partnership with Youku.
New DistributionWho Will Tap China's 200 Million Youth Beverage Market? Can This Drink Break the Miracle of Shi Yuzhu's Naobaijin?
Shi Yuzhu is arguably China's top marketing genius. His product Naobaijin has been a bestseller for one to two decades since its launch in 1997, with the catchy slogan 'This year, no gifts; if you give gifts, give Naobaijin' becoming household. By 2014, Naobaijin had been the top-selling health product for 16 consecutive years. Known for improving sleep and digestion, its main consumers are middle-aged and elderly. However, in the second half of 2015, a new beverage targeting students and teenagers appeared on the market, attracting much attention.
New DistributionOver 1,000 Business Owners Here Want to Invite You to Come and See for Yourself
We are a group of traditional FMCG business owners in Sichuan. Compared to other industries, FMCG is neither too good nor too bad, but making money has become much harder than before, with high costs and stagnant sales. We are building an industrial accelerator to attract talent and partners to help us upgrade, expand nationwide, and transform digitally.
New DistributionEvery Industry Is Worth Redoing
Initiating in the style of Jack Ma, the author announces both bad and good news: industry restructuring will eliminate many companies, but redoing every industry will give birth to new ones. This topic originates from marketing expert Jin Huanmin, who argues that most Chinese products can be redone, implying ample room for innovation. He Zuqi, who is restructuring the aquatic industry, extends this to say almost all industries are worth redoing or can be restructured.
刘春雄Five Fatal Flaws That Hinder New Product Launches
China is a huge market with no shortage of new products. However, among the tens of thousands of new products launched each year, nearly 90% struggle to sell, and most end in failure. Why do products that seem good fail to sell? Although many factors and objective conditions affect a product's successful launch, analyzing the essence reveals five fatal flaws as the real crux.
戚海军Two Marketing Experts: Ten Trends and Four Major Changes in the Condiment Industry in 2016
This article presents insights from two marketing experts on the condiment industry in 2016. Zhang Feng, Chief Consultant of Musen Enterprise Management, outlines ten trends including industry consolidation, capital influx, brand concentration, and the rise of compound seasonings. Hou Junwei, General Manager of Shanghai Ruinong Enterprise Management Consulting, discusses four changes: a shift towards mid-to-high-end products, a return to natural and traditional methods, accelerated e-commerce adoption, and the importance of scenario planning.
New DistributionJianlibao Rides the Wave of 'Trend Marketing' and Soars During Spring Festival
As the most important traditional festival for Chinese people, Spring Festival has always been a key marketing battleground for FMCG brands. In the Year of the Monkey, everything related to 'monkey' was leveraged for marketing, and one national-level old beverage brand made a big splash with the character 'monkey'. Jianlibao, a local sports drink with over 30 years of history, created the #猴年猴赛雷# topic on Weibo during the Spring Festival, which reached 110 million reads—a remarkable achievement given the declining user engagement on Weibo today. The topic also attracted participation from many large blue V and yellow V accounts, including Teacher Cang. The online attention generated by the brand and celebrity lineup is not to be underestimated.
New DistributionThe Most Comprehensive Guide to Operating the Foodservice Channel
The foodservice channel is a window for brand display and direct consumption, making it one of the primary channels for baijiu brand promotion. For high-end products, the foodservice channel mainly serves the functions of creating brand atmosphere and introducing taste; for mid-to-low-end baijiu brands with rapid circulation capabilities, it is an important sales window directly facing consumers. In detail, A and B class restaurants are the main venues for consuming high-end baijiu, where the store manager and owner are core elements for gaining sales momentum in the foodservice channel. Strategies such as tasting events, VIP customer consumption, wedding and birthday banquets, store manager commissions, brand consultant setups, and red tourism programs can be used to turn the store into a group-buying promotion partner and maintenance customer, and to build good relationships with store management to secure stable, high-quality VIP customer resources.
New Distribution6 Models for Marketing Executives to Stay Close to the Market
The art of war says, 'A skilled commander seeks victory from the situation, not from blaming his men.' Marketing executives, as commanders, should create favorable conditions for their teams rather than just pushing them hard. This article outlines six practical models for marketing executives to stay connected with the frontline, including regular market visits, dealer communication, employee feedback platforms, breaking down departmental silos, monthly themed work, and focusing on terminal sell-through.
吴忠文If You Have These 10 Traits, You're No Longer Fit for Sales: Change or Get Out!
Sales is a war without gunpowder in peacetime, a game of gladiators. Sales personnel aging manifests in many aspects: outdated marketing concepts, corporate aging, personal emotional aging, professional ethics aging, interpersonal relationship aging, professional capability aging, mindset aging, and mental state aging. The factors causing aging include changes in marketing environment, personal life issues, bad habits, over-reliance on experience, loss of passion, diminishing returns, neglect of brand management, lack of career planning, corporate operational aging, and interpersonal relationship aging.
New DistributionDeep Insight: 20 Thoughts on Promotion by Yunlian Brand
Yunlian's first thought on promotion: CP and TP. Today we start discussing the promotion chapter. In the concept of marketing 4P, promotion has many meanings, including advertising, personnel promotion, pull activities, channel inventory pressure, terminal sell-through, gift rewards, vivid display, promoter skills, etc. I don't know if 20 issues can cover it all. Today we mainly talk about two concepts: CP and TP. CP is consumer promotion, targeting end consumers, or consumer education or consumer communication. In the end, it's about changing their minds or explaining a logical cognitive system, or making them excited in a specific scenario. In short, make them moved; if moved, they may act, or if moved, seeds are planted in their minds. Both effects are good, but of course, you need to clarify the purpose and logic, then formulate a plan and execute perfectly.
韩秀超Top 10 Reasons Why New Product Launches Fail!
For FMCG companies, new product development is increasingly important due to diverse consumer demands. Many companies prioritize this, yet most new products fail to achieve expected success. The reasons include: product claims far from consumer needs, insufficient analysis of target consumer behavior, misalignment with company positioning, weak brand awareness, simple imitation, excessive novelty, monotonous promotion methods, unfair channel profit distribution, poor channel service, and lack of persistence.
New Distribution【Li Jiao Shou】People in Marketing May Not Know What a "Market" Really Is
Many people in marketing departments are busy promoting activities, chasing trends, and even making calendars, but they forget to truly understand the most basic definition of marketing: what constitutes a market. Sometimes, major oversights stem from an insufficient understanding of fundamental principles. A market is not just a group of people or a product category; it is a group of consumers who use similar products to satisfy similar needs and who reference each other's opinions when making purchase decisions.
李靖Toothpaste Priced at 159 Yuan! P&G Ends Its 'Affordable' Expansion
After introducing premium diapers to the Chinese market, P&G has launched another high-end product. Recently, P&G's oral care brand Oral-B announced its strong entry into the Chinese market with a professional gum care toothpaste set priced at 159 yuan, a product with almost no competitors in China and completely shedding the affordable brand image of P&G's Crest. Beijing Business Today reporters found that consumers have low acceptance of the high price, but P&G itself is confident.
钱瑜 王潇立Developing a New Market: How Not to Look Like an Outsider?
In the 40-year history of marketing, a salesperson who has never developed a new market or brand is not a complete sales representative. Just as a man who has never stood outside the delivery room or taken a child from the midwife's hands doesn't know where sorrow and joy come from, many salespeople, whether novices or veterans, have suffered losses in new market development. Some wander for half a year without finding the dealer's door; others make a careless mistake and lose a major opportunity.
黄润霖Premixed Cocktail Market Bubble Bursts: The Myth of a 10-Billion-Yuan Mega Product Fades?
After a frenzy and a chill, the premixed cocktail market has finally seen its bubble burst. A securities analyst who has long tracked the sector and once championed this 10-billion-yuan market admitted to our reporter, "Premixed cocktails lack substantial technical content and are mainly driven by advertising effects, but with heavy ad spending, the marginal returns are diminishing." He believes "everyone overestimated this market." Behind this madness lies the "mega product" mindset that the domestic beverage industry has long relied on. Premixed cocktails are now...
陆琨倩A 7-Year Veteran Salesperson's Resignation Advice: Impatient Young People, Please Read This!
If you work hard enough, you can become a 'spiritual soul.' Every company and community needs more than one 'soul figure.' What does it take to be a 'spiritual soul' in a company? The answer is traits. These are the things deep inside you, like responsibility, attitude, attention to detail, perseverance, and values. Your inner strength determines how far you can go. Many people change jobs frequently, but such people can never achieve great things.
New DistributionSales Notes: My Terminal Sales Rep Was Counter-Marketed!
Sales reps should learn to assess whether a store's business has prospects before investing resources, especially for restaurants. Many restaurants close within two months of opening, and blindly investing for metrics like distribution rate will only hurt yourself.
陈波Is WeChat Marketing Reliable for FMCG Companies? A Look at COFCO's Health Life Campaign
A recent advertisement by COFCO Group on WeChat Moments has gone viral, as the state-owned giant announces its entry into WeChat business. The campaign, centered on a service account called 'COFCO Health Life', uses referral incentives to encourage sharing, but experts question its sustainability and effectiveness. This article analyzes why such marketing tactics may not work and emphasizes the importance of product quality and user experience over channel innovation.
赵波Why Is Uni-President's Assam Mini Milk Tea Still Lukewarm?
The beverage industry has been struggling this year, and many companies have launched new products to reverse the trend, but with little effect. Uni-President's new Assam Mini Milk Tea has been slowly appearing in the market, but after months, it remains lukewarm due to unclear consumer positioning, high pricing, and weak promotion.
金洋How Can Distributors Win the Battle for New Products?
New products generally carry high risks and costs, and their promotion and sales are more challenging compared to established products. However, distributors often must vigorously promote new products due to manufacturer requirements and the potential for establishing market position and profitability. Many distributors recently acquired agency rights for new products at the Chengdu Sugar and Wine Fair, making promotion their top priority. We liken new product promotion to a battle, divided into three stages: reconnaissance, assault, and defense.
张帆