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3215 articles · Page 20 of 134
Reviewing Zong Qinghou's Marketing Philosophy: No Theory, Only Practicality
On the day Zong Qinghou passed away, I wrote: 'The best way to remember a person is to inherit his thoughts, as in 'carrying on the lost teachings of past sages.' After failing in the new consumption startup wave, I believe new consumption entrepreneurs should learn from old consumption entrepreneurs. Zong is the most worthy of our study, likely without exception. Today, I want to explore several topics: What is the marketing model behind Wahaha's ability to launch multiple hit products? What is the experience of quickly opening markets with new products?
梁将军Best-selling for Nearly Two Decades: What's the Secret Behind Mingren Soda Water's Long-lasting Success?
The National Sugar and Wine Fair, hailed as the industry's weather vane, recently concluded with 6,600 exhibitors and over 300,000 products on display, presenting significant opportunities for beverage companies. In recent years, besides the popular sparkling water and pure tea drinks, health-oriented products like soda water have gained traction. Among them, Mingren Soda Water, the industry leader, has been particularly successful, continuously innovating in channels, products, and systems, extending its quality chain to suppliers and distributors to drive collective improvement across the industry chain. At this year's fair, Mingren Soda Water showcased its new products, including the Rijiajian and Danyang series, to exhibitors and visitors from across the country.
月河Why Does Qinghua Lang, Priced at 1499 Yuan per Bottle, Still Lack Brand Momentum?
In 2017, Langjiu Group repositioned Qinghua Lang as one of China's two major sauce-flavor baijiu brands, launching its high-end strategy. Despite raising the retail price to 1499 yuan per bottle by September 2020, the brand has faced price inversion and inventory backlogs due to insufficient brand momentum, with actual selling prices falling below the ex-factory price by 2023.
王小博、李相如Zhibaishuo's Major New Launch | The Coconut Juice "Top Student" Is None Other Than You!
In the vibrant month of March, the drums of war resound! A major new star product makes a fresh debut! Coconut juice 1.25L arrives with the spring breeze, refreshingly! Upon its release, it sparked a frenzy of stock grabbing, quickly drawing widespread industry attention and winning the hearts of many distributors. Zhibaishuo successfully fired the "first shot" of its launch communication with the product slogan "For refreshing good coconut juice, choose the first press." This new coconut juice launch further highlights the healthy and fresh attributes of "first press and imported ingredients," ensuring quality from the source and making an immediate splash upon release. This fresh coconut breeze is precisely a precise boost behind the insight into consumers' health trends!
孟云Uni-President China's 2023 Record High: Steady Growth of Old Products, Aggressive Push of New Ones
The secret to Uni-President China's record-breaking performance lies in the steady development of both new and existing products. In 2023, the company achieved record revenue of RMB 28.591 billion, with net profit surging 36.4% year-on-year, driven by cost reductions and robust growth in its beverage segment.
高兴The Return of the Big Distributor
Some say my recent articles are pessimistic about distributors, citing the orderly retreat of distributors. I disagree! Those who should grow big will grow big, and those who should disappear will disappear. That is optimism. Those who should grow big but don't, and those who should disappear but don't, that is pessimism. Over the past 20 years, distributors have basically not grown big, but they have lived well, which is not necessarily a good thing. In recent years, distributors as a whole have been struggling, but there are more big distributors than before, which is not necessarily a bad thing. Whether pessimistic or optimistic depends on one's standpoint.
刘春雄CELSIUS燃力士 is Poised to Become the Next Oriental Leaf
CELSIUS燃力士 launches a new 500ml PET bottled zero-sugar energy drink, aiming to cultivate consumer tastes like Oriental Leaf did. With its unique metabolism-boosting formula and health-focused positioning, the brand is set to capture growth in China's expanding energy drink market.
冯瑶Now Is the Right Time to Enter the Hard Discount Brand Space!
Brands are products of their era. In the current hard discount era, characterized by overcapacity and fragmented media and channels, the traditional 'high premium, high advertising, deep distribution' strategy is no longer effective. Instead, small and medium manufacturers have a historic opportunity to build their own brands by focusing on high-quality, low-premium products that align with hard discount retail channels, which can simultaneously build brand awareness and drive sales.
连杰、上官易易Genuine Emotion as the Foundation, Festive Flavors as the Material: Achieving New Heights in CNY Marketing
Marketing is the breakthrough, but quality remains the cornerstone. How to solve the problem of CNY marketing falling into mediocrity? For the Chinese market, the Spring Festival peak season is the most important sales season of the year, making CNY marketing a key focus for brands. However, an awkward situation has arisen: despite annual CNY campaigns, consumers are increasingly hard to move. How to break through this dilemma? As the Year of the Dragon approaches, the author noticed a recent emotional film about festive flavors, "The Best Flavor of the Year," going viral on social media. Within just a few days of its release, it garnered 4 million views on WeChat and 20 million on Douyin, with total interactions exceeding 500,000.
陈文石Acting as an Agent for Brands like Vinda, Kotex, and Saky, How Did He Make His Own Paper & Hygiene Brand the No.1 in Local Supermarkets?
Creating one's own brand is almost every distributor's dream, but few succeed. This article discusses a practical case: Hongdi Trading in Taizhou, Zhejiang, which represents brands like Vinda, Kotex, and Saky, and has made its own brand Lvya tissue the top-selling paper & hygiene brand in local supermarkets. In a recent in-depth interview with New Distribution, General Manager Lu Zhengfu shared his journey from wholesale to leading local daily chemical trading and his strategies for building a successful private label.
张雨薇No Slotting Fees, No Listing Fees, No Marketing—The Rise of Factory-Owned Brands!
A factory owner said, 'The brand we OEM for sells at 10 yuan, but we can sell the identical product at 6 yuan.' With the rapid growth of discount snack stores in 2023, many factories that previously only did OEM are now seizing the opportunity to launch their own brands, offering high quality at lower prices.
任文青AndyWhen 'Low Price, High Quality' Becomes Industry Consensus, How Can Snack Brands Win Over Consumers?
As the year-end approaches, the annual 'New Year goods competition' is about to begin, especially with 2024 being the first Spring Festival after the pandemic. Young people, who have purchasing power but are tired of traditional New Year gifts, are key to brands' success. According to JD Super's 2023 report, the post-90s and post-00s generations have become the main consumers, searching for 'cost-effective New Year goods' over 30 million times. This aligns with the snack industry's trend of 'low price, high quality,' but as this becomes a consensus, brands need new strategies to resonate with young people.
财经新媒体Low Prices, Discounts, Retail in Flux: What Should Brands Do?
In 2023, discount stores were extremely popular, but this is not an easy business. With no consumption growth and oversupply, businesses are forced into harder ventures. The article explores the future of snack discount stores, the development of discount supermarkets, and the implications for FMCG brands, predicting continued growth but at a slower pace, with more players entering the discount track and intensifying price competition.
任文青AndyWanglaoji Trapped in Brand Licensing
Agents who invested heavily in Wanglaoji-branded products, expecting high returns, found themselves unable to protect their rights or get refunds. This article exposes the chaos in Wanglaoji's brand licensing, which has led to disputes and losses for many agents.
陈晓京Five Successful Ventures in a Row: The Secret Is Using Product Thinking for Marketing
Du Guoying, a name unfamiliar to many post-90s and post-00s but known to post-80s, has created products like Back-Back Jia, Haojixing, E-ren E-ben, 8848, and Xiaoguan Tea. In marketing circles, opinions about him are mixed: some despise him for what they see as 'cutting leeks' (exploiting consumers), while others admire his marketing prowess and secretly learn from him. This article explores whether he is a 'leek master' or a 'product manager', and reveals his entrepreneurial and marketing methodologies.
梁将军The Incremental Growth Model: A Brand Methodology for the Digital Age
This article presents the author's comprehensive brand marketing methodology, the Incremental Growth Model (STAG Model), which centers on creating new consumption scenarios and using tags to drive growth. It argues that true growth comes from expanding consumer scenarios and building brand associations, rather than merely occupying existing categories.
空手Distributors: Brand Agency is 1, Store Service is 0, and How Big Your Business Depends on Stores!
Hello friends. I'm Yuan Lai from New Distribution. Recently, I met with several distributor friends to discuss current business difficulties and ways to break through. Combining these discussions with past exchanges, I observed that many distributor bosses spend their time and energy on brand owners rather than store customers. This article explores this issue and offers advice on refocusing on store service.
袁来Four Decades of Retail-Supplier Dynamics: How Brands Navigate Cycles
Discounting has become the dominant theme in retail, affecting both brands and channels. As a process that squeezes out residual value from the value chain, it requires brands and channels to operate with lower margins, ultimately benefiting consumers through lower prices and better value. This has sparked a new round of brand-channel conflicts, exemplified by disputes between JD.com and Haishi, Xinba and DeRUCCI, and Hema and Wangxiaolu.
窄播In an Era of Slowing Growth, Why Can Meituan Flash Delivery Create Incremental Growth for Brands?
With the deep integration of people, goods, and scenes, Meituan Flash Delivery is leading instant retail toward new growth. In recent discussions with brand partners, the common feedback is that growth has become difficult in the past two years, and sustained growth even more so. For brands, growth is an unavoidable topic, but now it has become a challenge. In fact, over the past decade, the total market volume for most FMCG categories has not seen significant growth.
周群Why Are Young People No Longer Willing to Enter the FMCG Industry?
A notable phenomenon has been observed: frontline sales in the FMCG industry have not attracted high-quality talent for a long time. Even companies like P&G find it very difficult to recruit graduates from Tsinghua or Peking University, let alone frontline staff for Coca-Cola or Master Kong. A brand owner friend complained about massive turnover among their salespeople. I said, 'Your products are harder to sell than insurance, and they earn less than food delivery or courier services, so how can you retain salespeople?' Many frontline brand managers and supervisors earn only 4,000-5,000 yuan upon joining, while food delivery and courier incomes have reached 10,000 yuan in the current market. The FMCG industry cannot retain people under these conditions. The lack of excellent talent entering is a surface phenomenon; on one hand, the field is not cool or leading enough, but more importantly, it cannot pay higher wages to excellent talent!
New DistributionInvolution Creates Giants
Involution is an inevitable phenomenon in the evolution of most industries and a necessary process of competitive rivalry. It occurs in stages: price, channel, supply chain, and brand, ultimately leading to industry concentration and the emergence of giants. To escape involution, one must compete at a higher dimension.
刘春雄Brand Factory 'On-Site Procurement Fair': Top Distributors Across the Country, Take Action!
The deep distribution model faces marketing dilemmas: manufacturers struggle with new products not being sold, while distributors find big products unprofitable. To address this, New Distribution launched the 'Extreme Supply Chain' Brand Factory On-Site Procurement Fair, which proved successful with over 4 million yuan in orders, and plans to scale it up at the 9th China FMCG Innovation Conference in March 2024.
陈思廷Chengde Lulu Trapped by Almonds
Chengde Lulu, a leading Chinese plant-based beverage company, has seen stagnant revenue for a decade despite profit growth, and is now pushing into southern markets through new products and distribution expansion, but faces challenges from high prices and regional brand perception.
付艳翠The Brand-Dominated Channel Distribution System Is Collapsing!
In 2023, low prices and discounts became the industry's mainstream topics. Recently, while discussing industry changes with friends, I noticed that different people see completely different things in the same event. For instance, some believe discount stores are the future of retail, while others think they are a flash in the pan. We say the industry is undergoing a supply chain revolution, but some say it's exaggerated and we're creating anxiety. What changes are happening in the industry? What is hard discount? What challenges and opportunities do brand owners and distributors face?
任文青Andy