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Once You Pass 50 Million in Sales, Stop Working for the Brand
Hello friends. I'm Yuan Lai from New Distribution. Recently, I visited over a dozen distributor owners, and as the year ends, we reflected on our experiences. I'd like to share some insights: many distributors still have a 'working for the brand' mentality, but the real core competency lies in distribution and sell-through capabilities based on store control. Growth comes from where you invest your time, and even single-category distributors can succeed in B2b platforms by starting with their existing resources and building stable relationships with retail stores.
袁来Jinsha Distillery Launches Nine New Products Simultaneously, Initiates New Positioning with Dual-Brand Strategy
On January 11, Jinsha Distillery held its 2024 Brand Strategy Launch Conference in Guangzhou under the theme 'Renewal, Empowerment, and New Journey.' Approximately 600 attendees, including leaders from China Resources Beer and Jinsha Distillery, industry associations, experts, distributors, and media, gathered to mark the first anniversary of China Resources' acquisition. The company unveiled a refreshed dual-brand strategy and launched nine new products, including the third-generation Zhaiyao Premium Edition.
New DistributionElevator Smart Screens Become the Top Elevator Media: How to Invest in Brand Advertising in 2024?
Elevator media has become a crucial advertising format, with smart screens surpassing LCDs and posters to become the leading elevator media. This article explores the industry's transformation, the rise of challenger Xinchao Media, and provides strategic advice for brands on how to effectively use elevator smart screens for advertising.
陈文石After Reviewing Thousands of New Products, We Summarize 5 Major Innovation Trends in Food & Beverage for 2023
In 2023, which new food and beverage product impressed you the most? Was it Luckin's annual hit 'Sauce Aroma Latte', the 'self-collaboration' braised beef noodles with iced tea flavor, or Starbucks' 'Intense' series coffee? Before the year ends, FBIF has reviewed thousands of new products globally and identified 5 innovation trends: AI in product design, 'freshness' in new dimensions, easier nutrient supplementation, low-caffeine coffee, and food as emotional healing.
FBIFWhere Are the Brand Growth Nodes in 2024?
Over the past year, I witnessed a flood of co-branded marketing, event marketing like 'live-streaming reversing aesthetics' and 'the most down-to-earth business war', the collective resurgence of domestic brands after a single eyebrow pencil incident, the rise of hit new products, small brands leveraging their strengths, and large models moving from behind the scenes to the forefront of marketing. At the same time, we realized that brand competition has entered a new environment of stock competition, where marketing has shifted from investing for growth to accumulating for growth, and technology and emotional value are key drivers.
节点财经Tangchen Jiesen & Liangmi Group Strategic Signing: Building a New Omnichannel Marketing Pathway for New Retail
Exploring market opportunities and expanding into the northern market, the two companies join forces to achieve complementarity, mutual benefit, and win-win outcomes.
Jane15th Tiger Roar Award Call for Entries Begins — Rebuilding the Future, Empowering Chinese Brands' Digital Development
The Tiger Roar Award, a highly influential comprehensive award in China's brand marketing digitalization sector, has officially launched its new competition cycle. Submissions are accepted via case.hooxiao.com from November 28, 2023, to March 22, 2024. Now in its 15th edition under the theme "Rebuilding the Future" and the core philosophy of "embracing simplicity, empowering others, and building the industry," the award aims to drive continuous upgrades in China's brand marketing digitalization and empower the industry.
New DistributionP&G, L'Oréal, Unilever Increase Advertising Budgets: The More Downturn, the More Marketing?
Recently, P&G, L'Oréal, Unilever, and many other brands released their first-half 2023 financial reports. The most notable trend is that these world's largest brand owners almost unanimously increased their advertising budgets, which corresponded with rapid sales growth. For instance, P&G's advertising spending increased by $453 million last quarter; L'Oréal's advertising spending as a percentage of sales increased by 1 percentage point in the first half, totaling nearly $1 billion compared to a year ago, with organic sales up 13%.
MorketingBrands Must Face the Era of Comprehensive Discounting
Consumption has entered an era of comprehensive discounting, where discounting does not mean absolute low prices but rather all brands are squeezing out premium bubbles. Amid promotion fatigue, cautious consumption, and low-price competition, the Double 11 brand rankings across platforms are largely stable with lackluster growth, with only niche emerging categories like outdoor and men's, as well as cost-effective domestic brands and industrial belt brands, standing out. Proya surpassed foreign brands to become No.1 in Tmall beauty, and together with Hanhoo became TOP2 in Douyin e-commerce beauty. This change is set against the backdrop of domestic consumers gradually disenchanted with high-end international brands since last year, shifting to domestic skincare brands with mid-range pricing and similar functional ingredients.
窄播Hard Discounts Arrive: Do FMCG Brands Still Dare to Raise Prices?
As private label share grows, some worry that national brands will become redundant. However, private labels and national brands are complementary, as national brands drive store traffic, support retailer profit optimization, and offer consumer choice. Notably, high private label volume penetration and market share in a category do not necessarily maximize category profitability. The answer: In the era of hard discounts, which mainly replace cheap generic brands, FMCG companies should quickly occupy higher price points, but the window of opportunity is fleeting.
刘春雄The Essence and Underlying Logic of Brand Marketing
There have been three leaps in the history of brand thought. The first was the publication of the classic paper "Product and Brand" in 1955, which theoretically distinguished brands from products, with brands originating from but transcending products. The second was in the 1990s, when brand equity and strategic brand management were proposed, elevating brands from tactical tools to strategic heights. The third was around the turn of the century, with theories like brand relationships and brand communities reshaping brand concepts, making relationships a new marketing paradigm. Defining brands based on brand-consumer relationships rather than the brand itself better reveals the underlying logic of how brands influence consumers and clarifies the goal of brand building.
空手Why Do People Buy? Understanding the Truth of Purchase Gives Brand Marketing a Foundation
A product from Yunnan called flower cake is often bought by travelers. The famous brand Jiahua uses the slogan 'Three roses in one cake,' which is a good copy but fails to stimulate purchase desire because functional claims only reinforce decision-making, not desire. The article argues that brand marketing must understand the truth of purchase, which relies on three factors: scene relevance, mental uniqueness, and social popularity. It warns against two pitfalls: cognitive education trap and proprietary paranoia, and emphasizes that brand building should aim at establishing discourse power through socialization.
空手After All the Twists and Turns, the Moat of FMCG Brands Remains Product, Channel, and Consumers
This article elaborates on certain viewpoints, derived from conversations with friends including a product department manager at a leading brand and a procurement head at a platform-based trading company. The success of a company or brand relies on the marketing 4Ps: product, price, channel, and promotion. This logic is like getting into university: brand success is the total score, with product, price, channel, and promotion as four subjects (each out of 100). For admission to a general undergraduate college, the principle of strengths applies—scoring above 90 in one or two subjects (which is relatively hard) can compensate for a weak subject and still reach the cutoff. For top-tier universities (985/211), the principle of weaknesses applies: everyone is a top performer, and a single weak subject puts you at a disadvantage. In today's increasingly fierce competition, all-round development is the best strategy.
高级研究员 海游After Nine Years, I Finally Understand 'Mass Entrepreneurship and Innovation'
The 'Mass Entrepreneurship and Innovation' initiative, launched in 2014, was initially dismissed by many, including the author, as unrealistic. However, the recent economic downturn and its impact on employment have highlighted the initiative's crucial role in fostering economic growth and improving labor-capital relations.
响马老苗Instant Hit: Jinmailang's "Green Beef" Noodles Swim Against the Tide
A city distributor sold 10,000 units of Jinmailang's zero-fried noodles in a single month, while a county-level distributor moved 1,000 units monthly. The viral Douyin trend for banmian (board noodles) is part of Jinmailang's "0-Fried Healthy Noodles" series, now in short supply online and offline. Amid post-pandemic sales declines, Jinmailang's Lanfanfan zero-fried line is bucking the trend, backed by 20 years of R&D and a bold green packaging strategy.
AmySupply Chain Capability: The Core Competitiveness of Hard Discount Brands
Discount retail is surging, proving once again that if other methods fail, a 'price war' always works. In 2023, the discount store model centered on price wars exploded, kicking off China's retail discount revolution. The core competitiveness of hard discount brands lies in supply chain capability, which determines profitability and survival in the fierce 2024 competition.
陈思廷Oriental Leaf Makes a Comeback, China's Richest Man Rakes It In
The taste of tea hasn't changed; it's consumers' mindset and palate that have evolved. A beverage distributor told me that Oriental Leaf is the only brand that's truly hot, with people seeking it out rather than the other way around. After researching its history, I concluded that the only long-termism in the world is having money.
IC实验室Surviving in the Era of Affordable Prices
A company may collapse for many reasons, but Wang Yumeng never expected that the last straw would be 'low prices.' Her original leaf tea brand Chabiubiu was recently removed by Hema as it pivoted to a discount store model, making its mid-to-high-end positioning incompatible with Hema's new 'everyday low prices' strategy. This shift reflects a broader trend in China's consumer market toward value-for-money products, as seen in the rise of brands like Mixue Bingcheng and Pinduoduo.
李小霞 窦轩Searching for New Campus Voices: How Master Kong Wins Over College Students!
Attracting young consumers is key to a brand's sustained influence, but achieving this is no easy task. Most brands rely on flavor innovation, packaging upgrades, and celebrity endorsements for youth-oriented marketing, accumulating industry experience. Yet, amid fierce competition, many brands are exploring creative new ways to connect with young people. Master Kong, for instance, used a grand music competition to engage college students through an innovative interest-based campaign. Partnering with QQ Music, the brand communicated with young people at zero distance.
青山依旧Why Are Private Labels So Cheap?
Low price is the hallmark of private labels, which offer quality at a lower price compared to well-known brands. The price difference can be significant, as illustrated by Aldi's private-label ketchup costing €0.95 versus Heinz at €3.39. The low price stems from eliminating marketing and channel costs, and is enabled by scale, which allows retailers to source directly from manufacturers at lower costs.
刘春雄Exclusive Release | 2023 China Discount Chain Brand TOP List
The curtain has risen on China's retail discount transformation. By the end of 2023, the number of snack discount stores nationwide is expected to reach 22,000-25,000, with sales scale of 70-80 billion yuan, a more than tenfold increase in three years. Meanwhile, hard discount stores in various categories and forms are accelerating growth, and traditional retailers are also seeking discount transformation.
New DistributionDistributor Annual Meeting Training: Brand Owners Should Stop Being Vague and Talk About Something Practical!
Recently, I've been asked: 'How should we define the direction of distributor annual meeting training?' My answer is often: increasing distributor cohesion and brand owner centripetal force through slogans, mobilization, and vague propaganda has little value. What distributors care most about in the current sluggish market are: how to make profits, how to improve cost-effectiveness, and how to enhance management team capabilities to retain talent. The best training for distributors is to combine the company's next-year business strategy, doubts, and difficulties to provide operational guidance, improve distributors' money-making ability, enhance their spending efficiency, and strengthen team management. It's more important for them to learn something practical that can be applied in the market than anything else.
高级研究员 海游“Consumers Have Matured”: Brand Disenchantment Is the Key to the Era of Hard Discounts
The boom of snack discount stores has fired the first shot in the retail industry's comprehensive move toward discounting, ushering in a supply chain revolution—a major trend that will shape China for the next decade. The emergence of discount stores can be interpreted in two ways: one focuses on low prices and discounts, resonating with the current wave of consumption downgrading, but whether this short-term factor can sustain the long-term development of hard discount models is questionable. The other interpretation sees it as a historical inevitability, emphasizing the outcome of commercial concentration. Ultimately, the hard discount era has fully arrived in China, and the supply chain revolution has begun.
刘春雄Jiang Nanchun's Core Principles for Building a Brand
Brand growth depends on a concrete occasion, one meaningful difference, credible evidence, narrow positioning, consistent memory structures, and repeated communication that makes the brand an easy default choice.
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