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3215 articles · Page 18 of 134
Brand Owners, Stop Forcing Inventory on Distributors!
The FMCG market's dismal Q2 2024 performance has left many unprepared brand owners, including major ones, in a growth dilemma: products aren't moving at the terminal, sales teams are exhausted, and to meet KPIs, they're forcing inventory on distributors. This only worsens the situation, as distributors already struggle with retail discounting, leading to a vicious cycle that ultimately reduces revenue. The article argues that in a shrinking market, brand owners must adapt to new retail realities, focus on product innovation, and avoid extreme inventory pressure to survive.
张振宇Nongfu Spring's 'Ice Cup' Goes Viral, Boosting Its Niche Products and Revealing New Offline Marketing Strategies
In 2024, Nongfu Spring has made headlines three times: first, a dispute with Wahaha caused its stock price to plummet; second, it launched green bottled purified water, drawing criticism; third, its new ice cup went viral in convenience stores, restoring some brand reputation. The ice cup, a summer staple, has driven sales of other Nongfu Spring products like Tanbing and NFC through DIY beverage trends on social media, highlighting the importance of experiential marketing and packaging in offline retail.
MorketingThe Trend of 'De-branding' Emerges in the FMCG Industry
A founder recently asked if I had seen any promising new FMCG brands this year. I said none had launched successfully, but some white-label products looked okay. Over the past year, branding in China has suffered a catastrophic setback, with the budding brand-building efforts of previous years not only extinguished but also showing a trend of 'de-branding'.
戚特Aiming at the Trillion-Yuan Market, Lai Yifen Launches Channel-Customized Brand 'Jicui' to Enter the Distribution Track
As the era of linear growth in FMCG comes to an end, distributors are under immense pressure from brands to increase sales targets. Lai Yifen, the 'first snack stock,' is responding by launching a new channel-specific brand 'Jicui' at its partner conference, aiming to empower distributors with a 'champion product' and achieve win-win growth.
田静One Key Upgrade to Boost Your Freezer Sales by 20% This Summer!
For beer, beverages, dairy, and ice products, freezers are the most critical sales channel. If you lose the freezer war, a summer failure is almost inevitable. With over 20 million freezers deployed in retail and foodservice outlets, brands like Kangshifu, Uni-President, Nongfu Spring, and Genki Forest are investing heavily. However, traditional freezer management relies on periodic visits, leading to issues like impurity, untimely restocking, and hidden losses. The Xuanwu Cloud Xuantong AIoT Smart Freezer revolutionizes this by using AI vision to monitor and manage freezers in real time, boosting sales by over 20% and purity by 17%.
陈思廷Dayao Invades Bingfeng's Home Turf: Can the Large Bottle Help Bingfeng Defend the Shaanxi Market?
This summer, the Shaanxi market has become a battleground for soda brands. Chinese food industry analyst Zhu Danpeng commented, 'Xi'an, as the starting point of the Belt and Road and a key logistics hub for Asia, Africa, and Europe, will take on more Belt and Road and internationalization missions in the future, which is conducive to overall capacity expansion and future international layout.' Thus, brands entering Shaanxi have deeper significance. Domestic soda brand Dayao and international brand Pepsi have both invested in production in Shaanxi, prompting the long-established local brand Bingfeng to respond by launching a 460ml large bottle at 4.5 yuan per bottle.
张子涵Aiming at the Sports Snack Track, Hsu Fu Chi Unveils Its First Sports Superstar Spokesperson
On June 29, Hsu Fu Chi officially announced sports superstar Yi Jianlian as the brand ambassador for its Milo brand, following its earlier announcement of introducing Milo Sports Power Biscuits into the Chinese market. This move has again stirred strong reactions in the industry, marking a new breakthrough for Hsu Fu Chi in the snack food sector and showcasing its ambition to make a big push in the biscuit segment.
New DistributionOctober Rice Field Takes Corn Sales to New Heights
A fresh corn cob can sell for as little as 2 yuan at a street stall, but with branding and e-commerce, it can generate over 100 million yuan in sales. In the corn category on Douyin from January to May 2024, October Rice Field captured nearly half of the market by repositioning corn as a snack and focusing on supply chain and consumer insights.
沥金First-Tier Brand Founders/Executives, Leading Hard Discount Retail Platforms, and Top National Distributors with Over 100 Million in Sales Gather in Shanghai for a Grand Event!
From August 20-22, the 2024 6th China FMCG Conference, co-located with the 3rd China FMCG Hard Discount Conference and the 3rd China FMCG Distributor Conference, themed 'Navigating the Era of Shrinking Volume,' will grandly open in Shanghai, China. As a decade comes full circle, standing at the tail end of a consumption cycle, we urgently need to know what the future holds and how to proceed. As of 2024, New Distribution has consecutively hosted the '9th China FMCG Innovation Conference' and the '5th China FMCG Conference,' serving as a benchmark for industry trends and innovation.
New DistributionNavigating the Era of Shrinking Volume: Outlets Remain the Lifeline for Manufacturers and Distributors
This article discusses the importance of classifying retail outlets by brand communication levels to optimize brand influence, monitor communication effects, analyze regional market characteristics, improve resource efficiency, and strengthen competitive advantage. It provides a practical case and methods for categorizing outlets into ABCD levels based on multiple criteria such as sales, brand communication, profit, and competitive suppression, emphasizing that outlets remain the foundation for manufacturers and distributors in the era of shrinking volume.
高级研究员 海游Northeast Big Board: The Reverse of Zhong Xue Gao
When Harbin went viral at the start of the year, free Northeast Big Board ice creams were handed out, puzzling locals who had never heard of it. Despite its nostalgic name, the brand only launched in 2013, first in Beijing and Shanghai, and its rise can be seen as the antithesis of Zhong Xue Gao's downfall.
IC实验室In Search of the Next Super Hit: 280+ Hit Product Brands, 900+ Exhibitors, 2000+ New Products, 47,000 Global Innovators Invite You to FBIF Food Innovation Exhibition!
We sincerely invite you to visit the scene, witness the infinite innovation of food together, discuss product selection strategies, and create the future of channels! ... ... June 25-27, National Exhibition and Convention Center (Shanghai), come to FBIF Food Innovation Exhibition, let innovation inspire more innovation! Or scan the code to buy tickets immediately. FBIF Food Innovation Exhibition ticket: 150 yuan/piece (original price). Discount: Add assistant WeChat (FBIF_Sunny) to participate in group buying, enjoy up to 40% discount, 60 yuan/piece. Ticket assistant Sunny 10...
FBIFWahaha, Dayao, Wanglaoji... All Focusing on This Track in 2024!
In 2024, the niche juice category of double pomelo juice is gaining momentum, with brands like Youxianggu, Wahaha, Dayao, Wanglaoji, and Pukou entering the market. Youxianggu's Song You Zhi sold nearly 1.1 billion yuan in two years by developing distribution channels in Zhejiang, and the company aims to make it a 10 billion yuan product by 2027.
New DistributionRelied on One Drink for 30 Years, Has the Once National Brand Been 'Rolled' to Death by Internet-Famous Brands?
Convenience store freezers and supermarket shelves are the arena for beverage products. Through the glass doors, one can see the evolution of products in the beverage track from the colorful bottles. Among them, dairy drinks seem to always hold a place. This category, once glorious as a 'milk substitute' for many years, can be called a 'national-level' product in the hearts of many post-80s and post-90s generations. Why say 'once'? Because after a period of brilliance, they have inevitably fallen into silence, such as Li Zi Yuan, which dominated for 30 years with a sweet milk drink.
曾有为Private Labels Become a Battleground, with Manufacturers and Products as the Real Weapons
As consumerism shifts toward extreme value for money, the retail industry is undergoing a new round of reshuffling. Hema has launched a bold 'discount transformation,' Yonghui Superstores has added 'authentic discount stores,' and Dingdong Maicai has opened 'Dingdong Outlets'... Retailers are extending their reach into discount models, trying to seize the low-price high ground. As a representative means of hard discount, private labels are a must-fight battleground. Retail giants Costco and Sam's Club have private label SKU ratios exceeding 30%, while Aldi, which is increasing its presence in China, has a private label SKU ratio of...
New DistributionThe Disappearing 'Sky-High Ice Cream'
Every scorching summer, a cold ice cream can instantly beat the heat. However, the 'sky-high ice cream' trend from a few years ago often left unsuspecting consumers feeling chilled to the bone. This summer, however, 'sky-high ice cream' seems to be vanishing. Typical 'ice cream assassin' Zhong Xue Gao has dropped its unit price from 40-60 yuan to 10 yuan. Additionally, brands like Moutai Ice Cream and Magnum are also shedding their 'arrogant' facade and bowing to consumers. Most consumers are relieved to see the ice cream assassins disappear, as no one wants to awkwardly discover at the checkout that their ice cream is outrageously expensive but still have to pay for it. But after the price cuts, can these brands really relax?
竹铭Miao Ke Lan Duo Still Has a Long Way to Go
In 2024, Miao Ke Lan Duo has faced a series of challenges, including a significant drop in stock price, first-ever decline in annual revenue and profit, and a food safety controversy over trans fatty acids. Despite appointing top celebrity Wang Yibo as brand ambassador, the company struggles with declining sales and increased competition in the cheese market.
程佳Zhang Jixue of Xinchao Media in Dialogue with Chen Siting, CEO of New Distribution: Brand Survival Rules in the Era of Shrinking Volume
On May 14, Chen Siting, CEO of New Distribution, and Zhang Jixue, founder and chairman of Xinchao Media, discussed brand survival strategies in the era of shrinking volume. In 2024, the consensus of a shrinking market has formed, and FMCG brands are exploring ways to navigate this new reality.
New DistributionFrom Deep Distribution to Precision Distribution: A Strategy for Incremental Change in Brand Channel Models
Brand executives face three common challenges: difficulty recruiting quality personnel, managing teams effectively, and maintaining high service quality at retail outlets. This article explores shifting from traditional deep distribution to a precision distribution model, using Nongfu Spring's channel reform as a case study, and outlines a four-step approach for channel model transformation.
高级研究员 海游Domestic Old Soda Brands Await Revival in the Scorching Summer
Every summer, soda drinks offer relief from the heat. In 1768, British chemist Joseph Priestley discovered a method to dissolve carbon dioxide directly in water, achieving the same cooling and thirst-quenching effect as mineral water, marking the beginning of the soda industry. In the early 20th century, many Chinese cities successively had their own beloved soda brands, from Beijing's Arctic Ocean to Hankou's No. 2 Factory Soda and Tianjin's Shanhaiguan. In the 1990s, these old brands were mostly acquired by foreign companies, hoping to leverage the strength of international giants to grow bigger and stronger, but their fate was often to be shelved.
傅玺恩Finding a New Fulcrum for Omnichannel Operations
As consumer demand diversifies and reshapes, the e-commerce industry is undergoing a significant transformation. Data shows that in 2023, China's FMCG retail market saw a slight 0.04% decline in overall omnichannel sales compared to 2022. With the slowdown in growth, consumer decision-making has become longer and more complex, with users often gathering information across multiple platforms before purchasing. Brands urgently need to establish a certain connection with consumers, and influencer seeding is gaining favor because it can influence consumer behavior and help accumulate target audience assets.
窄播In the Era of Shrinking Volume, Will Private Labels Be a Panacea for Retail Enterprises?
As 2024 reaches the turn of spring and summer, the FMCG market is eerily cold, with various factors combining to blow a chill wind signaling the arrival of the 'shrinking volume' era. While platforms, brands, distributors, and terminals are all trembling, the heat around 'private labels' has suddenly risen, becoming a powerful weapon against economic cycles. Yonghui Superstores has incubated Yonghui Farm, Tianqu, Yousong, Chan Dashi, Ofresh, etc.; Dingdong Maicai has developed private labels in categories like fresh produce, craft beer, and mooncakes; Wumart has Daily Fresh, Liangshiji, and more. Many retailers are increasing the proportion of private labels.
薛文发Lai Yifen Chairman Shi Yonglei: In a Shrinking Market, Be Solid in Business and Meticulous in Control
NielsenIQ data for 2023 shows significant channel growth: warehouse club store count up 37.8%, content e-commerce sales up 55.7%, and snack discount store industry scale up 75.8%. The FMCG market is undergoing major channel transformation. At Foodaily FBIC2024, Lai Yifen's chairman Shi Yonglei emphasized the 'fresh snack' positioning, focusing on user experience and product innovation, and advocated for long-term value creation over short-term profits.
New DistributionThe Underlying Logic of Business Has Changed!
Emotional value in business refers to the emotional resonance and identification that brands and products evoke in consumers. Understanding emotional value explains why people spend heavily on niche toys or IP products, revealing new business opportunities. The article discusses how brands can leverage emotional value to meet evolving consumer needs.
蔡钰 刘润