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Scene Emotion: Emotional Value and Ritual Sense
This article discusses the concept of emotional value in marketing, emphasizing that it is about public empathy rather than personal emotions, and explores how brands can leverage this in digital and offline scenarios to create a sense of belonging and drive commercial success.
刘春雄No One Eating Instant Rice Anymore? Sam's Club Supplier Creates Hezhenran Brand, Selling 18 Million Boxes in One Year!
New-style instant food is struggling: Kantar data shows that in 2024, sales of China's new-style instant food market, with penetration nearing 60%, fell 9% year-on-year. A key reason is that consumers are no longer willing to pay high prices. Data indicates that across categories like instant noodles, instant hotpot, and instant rice, mid- and low-priced products are gaining share while high-priced products are declining sharply. In the new consumption era, new-style instant food, which grew rapidly during the pandemic, now faces real challenges: on one hand, consumers want healthier, better-tasting products at lower prices; on the other, the expansion of food delivery and innovation in traditional instant noodles are accelerating competition for existing market demand.
任文青AndyHotMaxx Expands Product Categories in 'Adjustment'
HotMaxx, a Chinese discount retailer, is expanding beyond its traditional food and snacks to include beauty products, anime merchandise, and clothing, as it seeks new growth engines amid intensifying competition and the limitations of its original 'near-expiry' model. The strategy, however, carries risks in supply chain, brand positioning, and operations.
十里Chinese-style health drinks go viral, with a 10-billion-yuan track and fierce competition among new products
Chinese-style health drinks, such as red bean and coix seed water, are gaining popularity among young urban professionals as a convenient way to maintain health. The market is expected to exceed 10 billion yuan by 2028, with major beverage companies and new retail platforms entering the fray.
零售商业评论Nongshim Shin Ramyun Tukbag Launches, Partnering with Xu Minghao to Ignite Gen Z's 'Spicy Economy'
As the consumer market upgrades and demands diversify, the instant noodle industry is moving away from 'price wars' toward 'value breakthroughs'. Nongshim recently launched its new product, Shin Ramyun Tukbag, introducing a memorable layered flavor concept—'milky spicy'—and announced a celebrity endorsement with a creative TVC, targeting the youth market through sensory stimulation and content expression. This year marks Nongshim's milestone 60th anniversary, and since its founding in 1965, the company has been committed to integrating health and taste into consumers' lives, continuously innovating and expanding its product lines to explore new paths for industry development.
New DistributionA Million-Selling Hit Every 15 Minutes: First Batch of Dewu Merchants, Including Yili and Dove, See Rapid Growth
In the era of stock competition, the growth logic of online FMCG business is being reshaped. While most merchants find online business increasingly difficult, some are achieving doubled growth on Dewu, with food category active merchants up 450% year-on-year and GMV over one million merchants up 400%. Dewu's unique user structure and growth logic offer fast-moving consumer goods brands a high-certainty incremental growth path.
AsherFrom BiuTe to ZhenShiMei: A Retail-Savvy Distributor Representing 460+ Brands and Serving 1,000+ Supermarket Stores
In 2023, when we first approached brands under the name ZhenShiMei, some thought we were frauds. Today, when we meet those brands in various settings, they say, 'We didn't expect you to still be here; let's find an opportunity to cooperate well.' After initial difficulties, this company, founded less than two years ago, has entered a fast-growth track: its represented brands have grown from 80 to over 460, and it serves 51 chain supermarket systems with over 1,000 stores in total.
任文青AndyMeiji Launches Strategic New Product 'Meiji Zhen Hao He Niu Rui' in Response to Call to Boost Fresh Milk Consumption
On May 19, 2025, century-old food brand Meiji appeared at SIAL Shanghai, a global food and beverage industry event. From May 19 to 21, the 2025 SIAL International Food Exhibition was held at the Shanghai New International Expo Centre, attracting over 5,000 exhibitors from 75 countries and regions. Meiji, which has always practiced the concept of 'Creating and Sharing New Health Concepts,' brought its new product 'Meiji Zhen Hao He Niu Rui' to this international event. As one of Meiji China's strategic products for 2025, the launch of 'Meiji Zhen Hao He Niu Rui' not only enriches Meiji's product matrix in China's dairy market but also provides Chinese consumers with a high-value product through a new drinking experience that is 'free from milky odor and with a clean aftertaste.'
New DistributionSelecting the Finest from 7% Purebred A2 Cows, 'Adopt a Cow' Targets the A2 Children's Pure Milk Market!
On May 13, emerging dairy brand Adopt a Cow officially entered the children's A2 pure milk market with the launch of its professional children's brand 'Moo Star'. The release of three series—A2 children's pure milk, A2 organic children's pure milk, and A2 Jersey children's pure milk—highlights the company's complete A2 industry chain. With a consistent 'child-friendly' approach, the brand demonstrates its product philosophy.
方宇航New Products Abound: Can the Second-Generation '90s Leader Steer Liziyuan Out of Growth Anxiety?
Liziyuan has recently launched two new products: an upgraded AD calcium milk and a new product line called VitaYoung Vitality Vitamin Water. The company has been frequently introducing new products to diversify its product lines and reduce reliance on its sweet milk bestseller, reflecting its growth anxiety. The second-generation leader, Li Bosheng, has taken over management and is driving these efforts, but the challenge remains to create a new blockbuster product.
海枫First Step of Supermarket Reform: 'Squeeze' Distributors, Second Step: 'Drive Crazy' Brand Owners?
At Yonghui Superstores' 2025 Global Supplier Conference, Ye Guofu proposed supply chain reform, explicitly eliminating intermediaries, which caused an uproar in the industry. Intermediaries are essentially distributors in the traditional distribution chain who handle logistics and advance funds. On the surface, only distributors seem affected, but historically, distributors have often acted as 'workers' for brand owners. As supermarket reforms proceed, upstream brand owners will inevitably face a new set of game rules.
汪海Nicholas Tse Endorsement Becomes Hot Topic: Chubang's Multi-Dimensional Strategy Draws Industry Attention
On April 8, 2025, Chubang, the core brand of Zhongju Hi-Tech (600872.SH), officially announced Nicholas Tse as its brand ambassador, quickly becoming a hot topic in the condiment industry. The move generated over 200 million brand exposures within a week, marking an initial success for the celebrity strategy and highlighting Chubang's multi-dimensional layout in brand marketing, product innovation, channel expansion, and strategic transformation.
文石Major Price Cuts in the Beverage Industry!
Amid the wave of consumption stratification, China's beverage industry is undergoing a notable price 'earthquake.' Distributors in South and North China report that consumer spending has become more cautious, high-priced beverage sales have shrunk, and the overall price band has shifted downward, with mainstream products dropping from the 6-8 yuan range to 3-5 yuan or even lower.
田静Scene Marketing: Boiling the 'Three Pots'
The article introduces a methodology for scene marketing based on the ancient Chinese wisdom of 'boiling water with limited firewood,' emphasizing the importance of reaching a threshold (认知密度) for success. It outlines three levels of marketing efforts—small, medium, and large pots—corresponding to different scales of market penetration, from small circles (bC integration) to regional and national markets, with strategies for each.
刘春雄bC Integration is the Inevitable Path for Scenario Marketing
Having worked in marketing for over 30 years, I have promoted many marketing concepts. bC integration is the most difficult, while scenario marketing is relatively simple. The difficulty lies in the fact that bC integration is not a liberal arts concept; even now, many traditional marketers still do not know what B, b, and C refer to. However, I promote it with great effort because I know it is the inevitable path for marketing, user operations, and scenario marketing.
刘春雄Coconut Beverage Market on the Verge of Change: The New Wave Pushes the Old
Coconut tree Group and Huanlejia, once dominant players in the coconut beverage market, are now facing growth stagnation. Huanlejia's 2024 annual report shows a 3.53% revenue decline and a 47.06% profit drop, with its flagship coconut juice revenue falling 3.66%. In Q1 2025, the decline widened, with revenue down 18.52% and net profit down 58.27% year-on-year. Meanwhile, new entrants like Qinglan, Chanbao, and KOKO Coconut are gaining momentum with innovative products and strategies.
AaronIs a Scene Slogan Scene Marketing?
The article discusses whether scene slogans constitute scene marketing, arguing that while slogans are part of scene marketing, they are not the whole. It emphasizes the importance of scene cognitive education, the evolution of slogans in different media eras, and the need for consistent communication to achieve critical mass.
刘春雄14,379 Franchised Stores, 99.5% Revenue from Product Sales: 'Mingming Henmang' Files for Hong Kong IPO
On the evening of April 28, according to Hong Kong Stock Exchange documents, Hunan Mingming Henmang Commercial Chain Co., Ltd. ("Mingming Henmang") officially submitted its listing application to the Hong Kong Stock Exchange. This marks the first independent IPO attempt in the fiercely competitive snack hard-discount retail sector over the past two to three years. Leveraging low gross margins and high turnover, with "low-price inclusivity" at its core, Mingming Henmang achieved a remarkable three-year revenue leap, becoming a focus of capital market attention.
New DistributionOrion Loses Favor: Who Stole the Sweetness of Childhood?
For Orion, 2025 is a critical year. At the 112th National Sugar and Wine Fair in March, the company launched 11 new products, the most in its exhibition history. After a 7.7% revenue growth in China in 2024, Orion faces challenges in regaining its peak performance from 2016 amid changing market dynamics and health trends.
谢小丹Douyin's "Female Drinkers" Propel a 40-Year-Old Henan Beer Brand to Fame
In a monopolistic market where the CR5 exceeds 90%, and in an industry that peaked in production and sales in 2013 and has since entered a stock competition, a local 40-year-old brand has risen abruptly, securing the top spot in the beer sales ranking on Douyin's Double 11 Good Things Festival, and driving a new category's transaction value on JD.com's Double 11 supermarket to grow by 5324%. This is what Jinxing Beer has achieved in the past six months. Behind this story are many "female drinkers" on Douyin (nickname only, no inappropriate guidance), who, with sentimental love songs as BGM, have pushed Jinxing's tea-flavored beer to the top of the charts.
刀法行研The Evolution of a Bowl of Instant Noodles: How Master Kong Uses 'Emotional Narrative' to Win Over Young Consumers
In the highly mature instant noodle market, growth space is shrinking. As 'low price' and 'emergency use' no longer resonate with the new generation, brands must find new ways to connect. Master Kong's relaunch of its Black and White Pepper Noodles in 2024, with upgraded flavors and visuals, sparked social buzz. By 2025, the brand deepened its strategy—from selling taste to evoking emotions, from emphasizing 'classic' to co-creating 'self-pleasing' scenarios—using IP, anime-style content, and community language to engage young consumers emotionally.
冯瑶"Where There Are Scenes, There Is Sales": Brands Need a Scene 'Roadmap' for Sustained Growth
Coca-Cola's sustained growth is attributed to its consistent practice of scene marketing, which involves discovering new consumption scenes. The article introduces a scene marketing roadmap for new brands, comprising four types of scenes: source scenes, lead scenes, mainline scenes, and branch scenes, guiding brands from initial user education to sales expansion.
刘春雄Campus Daily Sales Nearly 10,000 Yuan! Capico's 'Taste of China' Uses Cultural Symbols to Win Over Young Consumers!
From a distributor's perspective, what makes a 'good product'? New Distribution's market research identifies key factors: profit and turnover speed, brand support, consumer experience and word-of-mouth, and differentiation and innovation. After the pandemic, many distributors adjusted their product lines based on these criteria. For example, a Wuxi distributor, Mr. Li, cut instant foods and expanded into puffed snacks, ultimately giving Capico's 'Taste of China' potato chips three full shelves.
田静Mizone: Struggling to Bounce Back?
As spring temperatures rise, electrolyte drinks are entering their peak sales season. Recently, Danone's Mizone launched a limited-edition 'refreshing grass flavor' drink for outings, aiming to meet consumers' hydration and recovery needs during spring travel. After peaking at 9.8 billion yuan in 2015, Mizone's sales halved, but have recently shown signs of recovery, with double-digit growth for two consecutive years in China.
付艳翠