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3215 articles · Page 19 of 134
Jiang Nanchun: After a Lost Decade, Brands Look to 4 Growth Opportunities
Looking back at the past decade, how has the mobile marketing industry grown exponentially? What key events have erupted in the industry? Amid the ebb and flow, which internet platforms, brands, and marketing companies have become the biggest winners? Drawing on the past decade, how should the advertising and marketing industry navigate the next ten years? What industry opportunities should not be missed in the future? To this end, Morketing has launched a major 2024 series: "The Decade." In the first episode, Jiang Nanchun, a 30-year veteran of China's advertising and marketing industry, joined the livestream to discuss these topics with Morketing's founder and CEO.
Morketing“Rather Than Downgrading Consumption, It's More Like Upgrading Intelligence”
Consumers are cutting spending but improving quality of life, as exemplified by individuals like Wang Feng and Li Lei who have shifted to more frugal habits. This trend is impacting high-end retailers, with stores like CityShop closing and brands like Bestore cutting prices, reflecting a broader shift toward value-conscious consumption.
晴山"Game Changer" Master Kong: Breaking Through in the Electrolyte Water Arena
The electrolyte water track has attracted another giant: recently, Master Kong launched its "Infinite Power" electrolyte water, officially entering the functional beverage sector. As a new challenger in this arena, can Master Kong break through with its strength?
孟云Daily Fresh Milk Targets Hong Kong Market
The fresh milk sector is becoming increasingly crowded, with new brands emphasizing health labels and premium pricing. Mengniu, a leading dairy company, is leveraging its supply chain to expand its high-end fresh milk brand, Daily Fresh Milk, into Hong Kong's convenience stores, while competing with local brands and navigating challenges such as short shelf life and intense competition.
付艳翠Why Big Brands Struggle to Innovate
Large brands rarely lack R&D, insight, or distribution. Their real innovation barriers are path-dependent marketing systems, limited channel capacity, rigid processes, and organizations that cannot give new businesses enough autonomy.
New DistributionPanpan's New Swirl Toast Sells Over 10 Million in 2 Months, New Favorite in Bread Industry!
New Distribution has long observed that while hundreds of thousands of FMCG products launch annually, few withstand market tests. Panpan Food's 2024 strategic product, Swirl Toast, sold over 10 million units in 2 months, boosting mid-shelf bread sales by 45%, showcasing rapid growth and strong momentum.
New DistributionWho Can Seize the Entry Opportunity in the New Era of 'Pingti'?
1688, aiming to become synonymous with 'pingti' (affordable alternatives), is Alibaba's most prominent price-competitiveness IP. As the platform with the largest number of factories in China, it offers white-label goods nearly identical to branded products. Consumers, like treasure hunters, seek out brand OEM factories, pushing 1688 from B2B to C2C. Recently, 1688 opened three stores on Taobao, shortening this chain.
窄播Hope Water Doesn't Make Beverages, It Makes Wishing Wells
Hope Water isn't just a drink; it's the smallest unit of a wishing well. Recently, a friend got engaged and posted a nine-photo set on Moments. Out of professional habit as a marketer, I noticed that the engagement party table featured Hope Water, and it even had its own photo slot. Many may not know this brand, but if you dine out, you might spot it in restaurant drink coolers. Hope Water's position in the beverage industry is subtle: its annual sales are only 500 million yuan, far behind giants like Kangshifu, Wahaha, and Coca-Cola, and even Yuanqi Forest, a fellow new consumer brand, with nearly 10 billion in revenue, leaves it in the dust. However, it occupies a magical niche, firmly capturing consumer minds in its segment.
IC实验室Sell-Through Is the Real Test for China's Unsweetened Tea Brands
In a crowded unsweetened tea market, a new brand needs a defensible price tier, repeatable taste, reliable supply, channel margin, local execution, and reorders—not just traffic, listings, or first shipments.
New DistributionFalling Without End: Is Moutai Being Bitten by Its Youth-Oriented Strategy?
Moutai's 53-degree/500ml Feitian has been falling in the circulation market, breaking below 2500 yuan, sparking widespread discussion. The decline has also affected its stock price, which fell below 1650 yuan per share. Industry insiders attribute the drop to increased supply and the launch of Xunfeng 375, a game-linked product, reflecting Moutai's push for youth engagement.
田巧云Brands Rush to Dominate the Icebox Battlefield: Who Will Win?
Since ancient times, during the beverage peak season, the icebox has been a battleground for major beverage brands. In April, temperatures are rising across the country, and summer is approaching. The scorching heat drives consumers to seek cold drinks, making iceboxes a crucial sales point. Data shows that in summer, 79% of consumers choose to buy iced beverages, and 81% will switch to other brands if their preferred drink is not chilled. Placing an icebox in a retail outlet can boost sales by 29%, and with a typical single-door icebox, it can add about 50 facings and 20 orders. Thus, brands like Nongfu Spring, Coca-Cola, and Wahaha are fiercely competing for icebox placements, with strategies ranging from free iceboxes to subsidies and price wars. The battle is intense, and the value of iceboxes in the beverage market is undeniable.
张子涵How Did He Achieve Annual Sales Over 100 Million in a County Town with a Million Population, Representing Brands like Mondelez, Lay's, and Qiaqia?
A distributor in a county town with a population of over one million achieved annual sales exceeding 100 million by transforming from a brand agent to a channel supply chain company, focusing on the snack category, optimizing channel structure, and improving salesperson efficiency through a 'salesperson + merchandiser' model.
周群"Washing Your Face with Foot-Washing Water" Is the Ultimate Topic of Business
A humorous anecdote illustrates the 'framing effect' (or 'basket effect'), showing how the same thing in different contexts or with different names can be perceived completely differently. This principle is crucial in business, from product categorization to marketing, and even shapes our understanding of society.
苗庆显Strategies for Emerging Brands to Break Through as Dark Horses in the Post-Consumption Era
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, Zhao Angxiong, founder of Squirrel Media, delivered a keynote speech on how brands can find new growth in the post-consumption era. He shared insights on brand strategy, using the case of Yan Zhi Wu to illustrate the importance of category strategy and audience tactics.
赵昂雄Distributing Brands like Qiaqia, Lucky, Oreo, and Self-Assembling Gift Boxes with Annual Sales of 8000+ Units: How Did He Do It?
New Distribution has reported on many outstanding distributors, including those who successfully transitioned across industries, benchmark distributors achieving regional TOP1 for a single brand, and top merchants growing from zero to millions in a short time. These success stories may create an illusion that these distributors were born 'excellent' or caught a generational tailwind. In reality, almost every excellent distributor has suffered losses and setbacks before becoming 'excellent.' In Fuyang, Anhui, there is such a distributor who, after 15 years of entrepreneurship and several near-bankruptcies, kept experimenting within controllable risks, eventually reviving his company, achieving full-channel coverage locally, with 16 sales staff, 1,500 monthly active stores, a business scale of 60 million yuan, and monthly sales of over 8,000 self-assembled gift boxes. He is Yao Qifu, General Manager of Fuyang Yaoji Trading.
张雨薇What Are the Highlights of Hard Discount in 2024?
From March 14 to 16, the 9th China FMCG Innovation Conference, the 2nd China FMCG Hard Discount Conference, and the 2nd China FMCG Distributor Conference were held in Chengdu under the theme 'Supply Chain Revolution.' Liu Chunxiong, a proponent of new marketing and director of the Marketing Digitalization Research Institute, delivered a keynote speech titled 'Supply Chain Revolution, New Brand Landscape' to over 2,000 manufacturer and FMCG representatives. This article highlights key points from his speech, focusing on the current state and future of hard discount, the differences between soft and hard discount, the role of white-label products, and the need for a new path beyond single-category snacks.
刘春雄Mondelez China: Rebuilding the Relationship Between Brands and Consumers
Today, the relationship between FMCG brands and consumers has undergone significant changes. In the past, it was largely one-way, with brands relying on heavy advertising or wide distribution. Now, it's complex, spanning three dimensions: awareness, transaction, and relationship. Through these, the slogan 'consumer-centric' is truly implemented. But where to start? As Luo Zhenyu mentioned in his 2024 New Year's speech: How can people solve problems? Not by sitting around discussing ideas every day, but by delving into specific scenarios and actions in the world. In short: 'Be specific, and you'll be profound.'
田静A Practical POSM Framework for China's Snack Category
Research across more than 2,000 outlets organizes point-of-sale materials around four jobs—attract, inform, improve efficiency, and prompt action—and compares ten common retail formats.
New DistributionTinghua Liquor Trips Up Zhang Xuefeng Again
Among the brands named on CCTV's 3·15 Gala, Qinghai Spring's Tinghua liquor suffered the most. A dream of immortality, three Nobel laureates, and a sky-high priced bottle of Tinghua—this night cemented its reputation for false advertising and being a 'stupidity tax.' Years ago, under Zhang Xuefeng's leadership, Qinghai Spring earned billions annually through the exorbitantly priced Jicao. After regulatory crackdowns, Jicao exited the market. From cordyceps to ultra-premium baijiu, Zhang's product and branding approach is identical, and he has been tripped by the same stone again. After this setback, Tinghua may not completely exit the market, but once the story is exposed, how can this sky-high priced liquor sustain its value? More importantly, Qinghai Spring has been loss-making for four consecutive years—what else can the company rely on?
杨伟Zeng Jian of Xinchao Media: How FMCG Brands Can Break Through in an Era of Oversupply
Oversupply is a common challenge facing every industry in China in recent years. According to mainstream authoritative views from academia and industry, in 2024, mainstream consumer groups will remain saturated due to the broader environment. Is China's housing oversupplied? Data shows that the total number of existing houses in China exceeds 600 million buildings, enough for 3 billion people, far exceeding the purchasing power of the population. Is automobile capacity oversupplied? Data shows that the overall production capacity of passenger cars in China is close to 55 million units, while annual production is about 23 million units, with a utilization rate of only 50%.
曾健What Is the Biggest Variable Affecting Marketing?
The biggest variable affecting marketing is media. Understanding media is crucial for marketers, especially those in brand communication. The anxiety marketers face today stems from the uncertainty of new media, but by returning to first principles, they can find certainty in channel terminals (b-end), which serve as both communication and transaction points. This article explores how bC integration and super symbols provide deterministic anchors for marketing in the digital age.
刘春雄One Step Further, the Sky Is the Limit
In marketing, taking one step further—rather than retreating—opens up new possibilities. Drawing on decades of experience, the author argues that overcoming industry challenges requires evolutionary progress, such as moving from provincial to municipal distribution, and ultimately to bC integration, always moving closer to the consumer.
刘春雄"2+3+1" Spring Sugar Extravaganza: Jinsha Distillery Accelerates High-Quality Development
The 110th National Sugar and Wine Fair was upgraded to the "Spring Sugar Festival," opening in March across 14 districts in Chengdu. With comprehensive empowerment from China Resources Beer, Jinsha Distillery showcased its new product matrix through "one city, two exhibitions" and three major forums, unveiling its high-quality development strategy.
New DistributionA Dark Horse Emerges in the Health Industry: Xunlong Energy Shines at Spring Sugar with 'Mushroom Nutrition'
As a major professional exhibition in the industry, the Sugar and Wine Fair is hailed as the 'barometer' of China's food industry. Many exhibitors engage in idea exchange and resource integration, seeking new development opportunities. Xunlong Energy is no exception. This year, Xunlong Energy unveiled new products at the Chengdu Spring Sugar and Wine Fair, attracting significant attention from distributors and consumers, and once again became one of the most talked-about brands. With mushroom nutrition at its core and a philosophy of natural health, Xunlong Energy, born amid the new consumption wave, is entering the view of distributors and consumers nationwide, becoming a synonym for health and vitality in the beverage industry.
孟云