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Sports Marketing Case Wins Two Awards, Junlebao Brand Value Continues to Rise
At the end of the year, major advertising awards are announced. Junlebao's sports marketing case, 'Official Partner of China's Top Ten National Teams,' won two honors: the Top Innovative Marketing Impact-Sports Marketing award at the 2024 Busan International Advertising Festival and the '2024 Integrated Marketing Gold Case' at the 31st China International Advertising Festival. With creative strategy and explosive effects, Junlebao won two authoritative awards.
New DistributionScience-Driven, Efficacy First: BOP Leads a New Era in Oral Care
In the wave of oral care industry development, BOP has leveraged keen market insight and bold innovation to enter the efficacy toothpaste track and quickly break the traditional pattern. BOP's Stain-Removing Color-Correction Toothpaste topped multiple Douyin charts as a new product sensation. BOP has partnered with oral microbiome experts and Shandong University to establish a joint oral flora laboratory, driving the overall upgrade and transformation of the oral care industry with a professional stance, leading the industry into a new development stage. Science empowers, building a solid technical foundation. Science is the core driving force of brand development.
马思伯New Marketing Is Scene Marketing
From new marketing to scene marketing, this article argues that new marketing is essentially scene marketing, providing a new analytical framework and paradigm that goes beyond traditional user-oriented marketing.
刘春雄Junlebao: Is Being Cheap a Mistake?
In 1995, Wei Lihua founded the dairy brand Junlebao in Shijiazhuang with just one yogurt machine, two tricycles, and three rooms. Facing intense competition and initial sales failures, he gradually opened up the market by giving away free cups with purchases. Over the years, Junlebao leveraged partnerships with Sanlu and Mengniu to grow sales, but now, as it aims for a 500 billion yuan revenue target and an IPO by 2025, it struggles with low profit margins, high debt, and consumer complaints.
付艳翠WeChat Refreshes Social E-commerce Playbook Again: Opportunities for Brands!
In the next two-plus months, Christmas, New Year's Day, Spring Festival, Valentine's Day, and other important and dense holidays will arrive one after another. These holidays share a common feature: they are peak periods for gift-giving among close relationships and high-interaction social ties. At this critical moment, WeChat has launched a new feature—the "Gift" function in WeChat Stores. On December 19, WeChat Stores officially began grayscale testing of the "Gift" feature. As long as products meet the rules, the "Gift" function will be automatically enabled, and the product detail page will publicly display the "Support Gift" entry.
田静Unexpectedly, Consumer Attitudes Have Changed So Much in the Past Decade
Living standards have improved, but what are people's consumption preferences? A brief recall of wages and prices ten years ago confirms the improvement, but by how much? Let's look at the data. Source: China Statistical Yearbook. By the end of 2023, per capita income and expenditure have nearly doubled over the past decade. Remember the Engel coefficient from middle school? It measures the proportion of food expenditure in total consumption, indicating living standards. However, the coefficient has limitations for China, as people have turned survival consumption into enjoyment consumption.
真叫卢俊团队New Chinese-style beverages upgrade to break through, Panpan is becoming different?
From a 'small bread memory' to a 'full-category leader', Panpan is injecting more dimensions into this answer through product innovations and supply chain upgrades. With its health-oriented, Chinese-style wellness positioning, Panpan Beverages is capturing consumers' attention in the 'light drinking' trend, achieving a compound annual growth rate of over 50% in 2024.
消研所Breaking the Involution: Better to Be Different Than Better
As society changes rapidly and market involution intensifies, brand building becomes increasingly difficult. The era of 'advertising rings, gold pours in' and 'creative brilliance, brand breakout' is fading from mainstream marketing. In this context, how can we build brands effectively? All marketing methods must be based on business logic, evolving with market, enterprise, and brand perception development; nothing is static. In the 'incremental' market era, brands relied on policy dividends, demographic dividends, and bold advertising creativity. Now in the 'stock' market era, with declining population growth, reduced consumption willingness, and oversupply, fragmented creative ads alone cannot break through competitive barriers. Only by evolving toward 'holistic, systematic, dialectical' scientific marketing methods can brands escape involution and build long-lasting brands. In terms of marketing development, brand building is advancing 'from the advertising era to the scientific era,' and I call this scientific marketing approach the 'Scientific Brand Concept.'
蒋秋铭Preparing for the Year-End: Promotions Can Be Done This Way
The year-end is a prime opportunity for FMCG companies to turn around their annual sales performance. Well-executed promotions can not only boost sales and achieve a strong start, but also lay the groundwork for the coming year's marketing strategy. How should promotional plans be designed to help improve year-end performance? Let's discuss this with specific cases.
崔自三Cold Snap Arrives: Why Is the "Warm Drink Trend" Struggling to Warm Consumers' Hearts?
As the first cold wave of winter arrives, people instinctively bundle up and, in their hurried steps, yearn to hold a hot drink to warm their hands and dispel the chill. Major brands have keenly seized this demand, upgrading their warm beverage offerings in an attempt to spark a "warm drink revolution." However, can this surging "warm current" truly warm the market? During recent market visits, the author observed that many customers merely glance at the warm drink cabinets before turning away. This coexistence of "boom" and "bust" reflects the complex reality of the warm drink market, where brand enthusiasm is high but sales remain disappointing.
杨玉琳The 'Chinese-style health food' track that Genki Forest and others are eyeing: 'It's highly likely a 10-billion-yuan blockbuster product will emerge'?
Run Kang Pharmaceutical's deputy general manager Guan Yuling told FBIF that it is highly likely a 10-billion-yuan blockbuster product will emerge in the Chinese-style health food track. In recent years, Run Kang has focused on OEM business for Chinese-style health foods, collaborating with brands such as Zishi, Haidilao, Metro, Wanglaoji, Leiyunshang, Tongrentang, and Honeymoon Dessert. From 2021 to 2023, downstream orders continued to grow, prompting Run Kang to expand capacity every six months. Guan Yuling's judgment is based on witnessing sales growth of partner brands and Run Kang's revenue doubling for three consecutive years.
FBIFSnack Discount Retailers in 2024: Small Brands Exit, Giants Aim for 'Terminal Dominance'
The snack discount retail industry is entering a new competitive phase, marked by the formation of a leading tier. In June, the MMHP Group, formed by Snack Busy and Zhao Yiming Snacks, surpassed 10,000 stores and now exceeds 14,000, while the second-place Wanchen Group is close to that threshold. Meanwhile, mid- and lower-tier brands face squeezed survival space, with some franchise stores incurring losses and closures, fueling industry skepticism.
楚勿留香In the Era of Interest E-Commerce, Are Brands Still Important?
Liu Chunxiong discusses whether brands remain important in the era of interest e-commerce, prompted by a question from expert Gong Fanggang. He argues that while newbie dividends can create rapid success, sustainable business requires converting these into stable assets like brands and offline channels, as interest is fleeting and platforms do not provide permanent support.
刘春雄Zong Shifu AD Calcium Milk: Putting Zong Fuli and Wahaha's 70 Billion on the Hot Seat
Zong Fuli, China's richest woman, and Wahaha have become hot topics in the food industry. First, the 42-year-old Wahaha leader became China's richest woman with a net worth of 80.8 billion yuan. Then, some Wahaha distributors will sign 2025 contracts with Hongsheng Beverage Group instead of Wahaha, involving 14 markets, accelerating Zong Fuli's divestment from Wahaha. Yesterday, at Wahaha's annual sales meeting, Zong Fuli announced that 'Wahaha has successfully matched its performance scale from ten years ago in 2024,' implying a return to 70 billion yuan in sales.
小满Chinese-style health drinks that have "simmered" their way to success, backed by young people's "life-extending" anxiety
This year, young people with "awakened blood" have not only embraced a "light wellness" lifestyle but also made Chinese-style health drinks popular. Under the health and wellness trend, Chinese-style health drinks represented by sour plum soup and small hanging pear soup have rapidly risen, becoming consumers' new "water substitute."
FoodailyDialogue with Sharlene Wu, CEO of Grey & AKQA China: To Live Great, Brands Must First Believe in Greatness | Brand Narrative Questions
Can creativity solve business problems? The management classic "Built to Last," first published in 1994, clearly states that most brands that survive across eras share a commitment to corporate culture and values while continuously driving innovation. Sharlene Wu, CEO of Grey & AKQA China, offers a similar answer: "Believe in the power of the brand, persist, and you will win." This confidence is also what has driven Sharlene's deep engagement in the advertising industry for over 20 years.
New DistributionWhen We Talk About Brands, We Are All Talking Past Each Other
The term 'brand' is ambiguous, with multiple contexts: as a marketing concept, as consumer awareness, as theory, as an era-specific cognitive symbol, and as cultural significance. Brands rely on mass media and advertising, but with the decline of mass media, brands are being replaced by IPs, while channel brands in China are strengthening.
刘春雄，公方刚How to Leverage Emotional Value as a Brand Growth Advantage?
If there is one term that has dominated the industry in the past two years, it is undoubtedly 'emotional value.' Brands, agencies, and media alike are touting the importance of emotions, and consumers are indeed buying into it. This article explores what emotional value truly means and how brands can harness it to empower marketing and communication, emphasizing the significance of social emotions over individual ones.
空手Shen Teng's First Endorsement of a Domestic Soda Brand: How Far Can the Northeast's Popular 'Guangdong Zhenzhen' Go?
In today's fiercely competitive market, brand development and sales growth often accompany a well-known brand ambassador. Recently, Shen Teng announced his endorsement of the Zhenzhen brand, bringing the drink he loved since childhood to consumers nationwide. This high-profile announcement, which quickly trended on social media, not only shows his personal recognition of the brand but also indicates a deep cooperation between the two parties.
AmyZong Shifu AD Calcium Milk: Putting Zong Fuli and Wahaha's 70 Billion on the Hot Seat
Zong Fuli, China's richest woman, and Wahaha have become hot topics in the food industry. First, the 42-year-old Wahaha leader became China's richest woman with a net worth of 80.8 billion yuan. Then, some Wahaha distributors will sign 2025 contracts with Hongsheng Beverage Group instead of Wahaha, involving 14 markets, accelerating Zong Fuli's divestment from Wahaha. Yesterday, at Wahaha's annual sales meeting, Zong Fuli announced that 'Wahaha has successfully matched its performance scale from ten years ago in 2024,' which means Wahaha has returned to a sales scale of 70 billion yuan.
小满Shanghai Jahwa's 150-Day Overhaul: A Century-Old Brand's Fight for Reinvention
On October 28, Shanghai Jahwa released its Q3 2024 report, showing revenue of 4.477 billion yuan (down 12.07% YoY) and net profit of 163 million yuan (down 58.72% YoY). CEO Lin Xiaohai, in his 150th day, is driving major organizational and strategic changes to reverse the decline.
李欣Chinese Brands Go Global to New Heights: Hsu Fu Chi China Candy Brand Pavilion Lands in Singapore
On November 2, Hsu Fu Chi's first China Candy Brand Pavilion was unveiled at Singapore's SCK Suntec City store, marking a new milestone in the brand's overseas expansion. From exporting flavors to exporting culture, Hsu Fu Chi is accelerating its global footprint, aiming to become a world-renowned Chinese confectionery brand and achieve its goal of a century-old, multi-billion-dollar enterprise.
孟芸How FMCG Brands Can Excel in D2C: The 'Near-field Brand Official Flagship Store' Provides the Answer
At the 2024 Instant E-commerce Future Business Summit held on October 23, Ele.me CEO Han Liu announced a '1+2' long-term strategy, focusing on building a distinctive instant retail business and an instant logistics network. The platform also launched its strategic project, the 'Near-field Brand Official Flagship Store,' aiming to help brands achieve efficient D2C operations, precise consumer insights, and sustainable growth.
秦淮Behind the Hot Sales of Crayfish Noodles: How Master Kong Leverages Night Market Culture to Tap into a New Consumption Trend?
In recent years, driven by consumption upgrades, instant food has shifted from 'convenience needs' to 'premium experiences.' As consumers demand higher quality and unique flavors, the instant food industry has seen a trend toward premiumization. More brands are moving beyond traditional seasoning packets to explore new ingredient pairings and innovative processes. Especially among younger consumers, the positioning of instant food is being redefined: they expect it to offer not just convenience but also 'cultural experience' and 'emotional resonance.' Against this backdrop, Master Kong...
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