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Design and Technology Extravaganza in Retail: China in-store 2023 Exhibition Opens Soon!
As the official satellite show of EuroShop, the world's leading retail trade fair, China in-store Shanghai International Retail Design and Equipment Exhibition has been dedicated to presenting design-oriented store solutions and providing a larger platform for high-quality solution providers since its debut in China in 2015. The exhibition has successfully held six editions so far.
New DistributionLeveraging Sports Marketing: How ChouBao Luosifen Boosts Product Sell-Through
What makes a good product? This is a question many distributors ponder. New Distribution observes that while hundreds of thousands of FMCG products launch annually, few survive market tests. Today's market demands more than shelf presence; it requires strong sell-through power. ChouBao Luosifen, through sports marketing collaborations like with People's Sports, enhances product appeal via distinctive packaging, gold medal prizes, and emotional connections, activating broader consumer groups and establishing a 'scenario' sell-through model.
田静Small Bottle Baijiu Declines, While Bottled Baijiu Rises
The heartfelt slogans of youth-oriented small bottle baijiu brands like Jiangxiaobai still echo, but how long has it been since you last had a small bottle? After the 2012 'alcohol ban', the baijiu sector entered a deep adjustment. During the industry's confusion, Jiangxiaobai emerged, attracting major baijiu companies to follow the youth, fashion, personality, and fun route of small bottle baijiu. At that time, it was widely believed that Jiangxiaobai could crack the rigid baijiu market and represent the industry in embracing young people, making small bottles a mainstream form. However, just a few years later, Jiangxiaobai's myth faded, and the entire small bottle market nearly collapsed. In the previous industry recovery focused on high-end products, small bottles were pushed into a corner. In contrast, bottled baijiu (guangping jiu), emphasizing quality and value for money and aligning with the consumption downgrade trend, became a market hotspot.
陈碧婷Zhong Xuegao and Others Are Revealing Their True Colors...
For a time, investors favored consumer brands, but the logic has shifted. Zhong Xuegao, once hugely popular, is now embroiled in a wage arrears scandal, signaling its decline. The new consumer trend is 'consumption downgrading,' where affordability is key, as seen with Luckin Coffee, Manner, and Pinduoduo. Companies must adapt to this reality or face elimination.
凤来仪China's 100-Billion-Bottle Water Industry: A Hidden War
Chen Xiaojing, have you noticed that there are more and more bottled water products on store shelves, with traditional brands holding steady and new brands emerging constantly. Especially as the summer drinking water peak season approaches, the battle for shelf space in major supermarkets is about to erupt. The bottled water business is characterized by high gross margins and high-frequency demand, attracting terminal merchants, distributors, and bottled water companies to come and go with satisfaction each year. The success of bottled water sales is closely related to a company's control over water sources. Major brands are locked in intense competition upstream for water sources, with frequent reports of land grabs. China's four major high-quality water source regions—the southwest, Changbai Mountain, the Pearl River Delta, and the Yangtze River Delta—are already crowded with mainstream bottled water companies. In some scarce and high-quality water source locations, a situation of multiple brands and companies coexisting has formed.
陈晓京5 Steps to Launch a Blockbuster Product with Strong Perception Marketing
A strong brand is built on a blockbuster product. This article shares a 5-step method to successfully launch a blockbuster product, emphasizing the importance of leveraging your own strengths, finding a true opportunity category, creating strong perception differentiation, and systematically testing and iterating.
太白锦成Moutai is turning itself into cooking wine
With two co-branded products in a month, netizens joke that Moutai is turning itself into cooking wine, adding a drop to anything to boost its value. The latest Moutai Xiaoling liqueur chocolates cost nearly 20 yuan each, ten times more than regular Dove chocolates, making them unaffordable for many. Unlike the sauce-flavored latte that went viral earlier this month, this collaboration has not sparked much buzz on social media.
让商业更具价值A Bowl of Space-Quality Chinese Noodles: Master Kong's National Heritage and Flavor Leadership
The article explores how Master Kong, as a leading FMCG brand, has partnered with China's space program for seven years to develop 'space-quality' instant noodles, showcasing its commitment to innovation, food safety, and cultural heritage, while also highlighting its efforts in youth education and sustainable development.
市值观察The 40-Billion-Yuan Craft Beer Market Is Getting Too Crowded
As daytime hours are filled with work, nighttime becomes precious personal time for many office workers, who often start their evening by going to a restaurant or bar for a beer. This demand has led to a proliferation of small pubs and brought the once-niche craft beer into broader view. However, the craft beer industry is now in a state of 'chaos' as the market's growth rate lags far behind the surge in new entrants, leading to intense competition.
齐敏倩What Are the Key Levers Between Suppliers and Brand Owners in Digital Transformation?
This article, written from the perspective of a brand owner, is aimed at system suppliers dedicated to channel digital transformation services. Based on nearly four years of consulting experience assisting six large and medium-sized brand owners in channel digital transformation—from bidding, research, methodology, to implementation—it focuses on how system suppliers can better serve brand owners' digital transformation, while also illustrating what channel digital tools brand owners actually need.
高级研究员 海游Xin Chao Media Zeng Jian: Bouncing Back from the Bottom, Practical Cases of Brand Growth
Zeng Jian, co-founder and senior vice president of Xin Chao Media Group, delivered a keynote speech titled 'Bouncing Back from the Bottom: Practical Cases of Brand Growth' to over 1,500 industry professionals. New Distribution has compiled the essence of his speech for readers, covering how to navigate economic cycles and achieve counter-trend growth.
曾健Global First Bottled Red Bull Launches in China, Tianshan Red Bull Adds Another Piece to Its China Market Strategy
Bottled Red Bull is likely to become the second growth curve for Red Bull. Recently, Tianshan Red Bull launched the world's first bottled Red Bull product in the Chinese market—Red Bull® Energy Drink—and announced a new brand ambassador on September 26, drawing industry attention. As the founder and owner of the global Red Bull brand and trademark, Tianshan Group continues to enrich the Red Bull product matrix, from the classic gold can Red Bull® Vitamin Flavor Drink, to the 2022 launch of the new "0 Sugar Flavored Red Bull® Vitamin Energy Drink," and now the heavyweight launch of the world's first bottled Red Bull® Energy Drink...
冯瑶Adopt-a-Cow's 400 Millionth Bottle of A2 β-Casein Milk Rolls Off the Line, Emerging Brand Accelerates Omnichannel Expansion
Adopt-a-Cow held its 2023 customer conference at its Kanghong Ranch in Gucheng County, Hebei Province, where the group standard for A2 β-casein milk, drafted by the company, passed technical review. The company also celebrated the production of its 400 millionth bottle of A2 β-casein milk at its new Hebei manufacturing base, marking a milestone in its full-industry-chain layout and its commitment to expanding offline channels.
小牛Weilong Launches New 'Little Witch' Konjac Vegan Tripe, Stirring Up a New Trend in the Konjac Products Track!
As a pioneer in the konjac snack category, Weilong continues to lead the new trend in konjac leisure snacks. The leisure snack industry is undergoing an unprecedented revolution, with channel changes at the forefront, followed by supply chain transformations driven by these channels.
冯瑶Five Channel Truths to Understand Before You Try to Sell
Channels include every participant that sells or delivers an offer; they can determine survival, reshape the product, create conflict, limit brand power, and must be managed as an efficiency system.
New DistributionLiu Chunxiong: Six Steps in the Digital Evolution of Traditional Enterprises
On October 10, at the 'bC Integration' parallel forum of the 2023 Fifth China FMCG Conference and the First China FMCG Distributor Conference, Liu Chunxiong, a channel digitalization expert, advocate of new marketing, and dean of the Marketing Digitalization Research Institute, attended as a guest. At the conference, Mr. Liu delivered a speech titled 'Six Steps in the Digital Evolution of Traditional Enterprises.' To this end, New Distribution has compiled the essence of Mr. Liu's speech (with deletions and modifications) for readers. How should we understand the current macro environment facing China's FMCG marketing? I...
刘春雄How to Truly Understand Moutai's Youth-Oriented Strategy
Moutai's youth-oriented strategy has sparked controversy on social media. From the co-branded coffee 'Sauce Aroma Latte' with Luckin Coffee on September 4th, to the liquor-filled chocolate with Dove on September 14th, and even earlier the Moutai ice cream, these moves have triggered multiple waves of discussion. It wasn't until September 16th, when Moutai's chairman Ding Xiongjun announced that co-branded products would be paused, that the热度 truly subsided. In these efforts to connect with young people, who truly benefits, and what does Moutai gain from partnering with emerging brands? If viewed from the perspective of young people, Luckin and similar brands are more scarce; arguably, Moutai needs Luckin more than the reverse.
杨泽 品牌分析师Multiple Hit Products Ignite Autumn Sugar Fair, Xiangpiaopiao Becomes Distributors' 'Best Partner'
On October 14, the 109th National Sugar and Wine Fair concluded, showcasing new products, trends, and injecting vitality into the consumer market. Xiangpiaopiao's participation was a resounding success, with its high-quality products earning unanimous praise from visitors and distributors, shining as the 'popularity king' throughout the event.
月河Private Brands: The Unspoken Woes of Gaoxin Retail, Yonghui, and Jiajiayue
On the evening of July 6, 2021, Zhang Jingyi, the 63-year-old former board secretary of Yonghui Superstores, posted a poignant WeChat Moment after leaving the company, lamenting 'We are going downhill.' This phrase not only captured Yonghui's struggles but also highlighted the broader challenges facing Chinese supermarket chains, which, after fierce competition with foreign giants and a golden era of expansion, now face store closures and a new period of pain. Despite efforts in new formats and private brands, most Chinese supermarket operators still struggle to achieve profitability, unlike their foreign counterparts who have thrived with robust private label programs.
抛砖30 Years of Turmoil: The Untold Story of Chinese Iced Black Tea
Iced black tea, now popular again as 'diaosi drink' (large bottles), has a nearly 30-year history in China and was once among the most beloved beverages. Although Taiwan brands Master Kong and Uni-President now dominate the category, few know that a small factory in Hebei first ignited the market.
池小雨Jiangxiaobai's Tao Shiquan: What Should Brands and Distributors Do Amid Unprecedented Market Adjustments?
At the 5th China FMCG Conference and 1st China FMCG Distributor Conference held in Shenzhen on October 9, Jiangxiaobai founder Tao Shiquan addressed the unprecedented market adjustments, urging operators to abandon habitual illusions and recognize that current difficulties are part of a long cycle. He outlined Jiangxiaobai's strategy of high-quality operational improvement and its pursuit to become a 'rising star' in the new alcoholic beverage market.
东南Why Dayao Soda Wants to Nationalize an Old Soda Brand
Dayao Soda, a traditional Chinese soda brand from Inner Mongolia, is aggressively expanding nationwide with heavy advertising and a focus on the foodservice channel. By creating the 'big soda' category and leveraging a cost advantage, it aims to become the first truly national old soda brand in China, with plans to complete its national foodservice layout within five years.
柳大方Sales Up 547% Year-on-Year: Annual Hit Product in Lemon Tea Track to Debut at Shenzhen Sugar & Wine Fair
Lan Fong Yuen's frozen lemon tea made a splash at the Autumn Sugar & Wine Fair, igniting opportunities in the ready-to-drink sector. As a dark horse in the lemon tea category, it has become the year's hit product, with sales surging 547% year-on-year in the first half of 2023.
月河A Brand Positioned as 'Dad's Daily Drink' Creates a 'Father's Day'
On September 22, 2023, the eighth day of the eighth lunar month, the bottled liquor brand 'Liangduoduo', positioned as 'Dad's daily drink', held the 'Liangduoduo Father's Day' and brand launch event in Wuhan, also signing brand ambassador Liu Yiwei. The brand has designated the eighth day of the eighth lunar month each year as 'Liangduoduo Father's Day' to honor fathers.
陈思廷