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Beverage Market Sees New Changes: How Brands Can Navigate Cycles and Achieve Growth
The Chinese beverage market, exceeding one trillion yuan, is evolving with health-driven product segmentation, category innovation, and channel diversification. Brands like Chengde Lulu are adapting by innovating products, expanding channels, and enhancing brand image to navigate market cycles and achieve growth.
青山依旧Join the Most Innovative Food Brands: Applications for the 6th iSEE Global Awards Are Now Open!
The application channel for the 6th iSEE Global Awards is officially open. As a leading professional award in the food and beverage industry, the iSEE Global Awards were initiated by Foodaily in 2018 and consist of two major awards: the iSEE Global Food Innovation Award and the iSEE Global Taste Award. Adhering to the principles of fairness and authority, and after five years of professional accumulation, the iSEE Global Awards have attracted over 6,000 entries, making them not only a stage that innovative brands participate in annually but also a barometer for industry attention to innovation and brand trends.
iSEE AWARDRedefining Jelly and Candy: How Snack Brand 'ZUO一下' Made Its Mark in Just Three Years
Founded in 2020, snack brand 'ZUO一下' has risen to prominence by innovating in the jelly category with health-focused, adult-oriented products and expanding into candy, leveraging functional and emotional value to stand out. Its success is attributed to product innovation and strategic channel partnerships, achieving over 100 million yuan in sales within three years.
冯瑶The Agency Model of Making Money from Backend Fees Has Reached Its End
The author recently visited distributors in Southwest and South China to discuss their business situations. These influential distributors shared their feedback and feelings, which are recorded for discussion. Cases include a leisure food distributor in Southwest China with annual sales of 130 million yuan, who relies on backend rebates for profits and has exited the KA system, and a top distributor of a famous liquor brand in South China facing severe price inversion and high growth targets.
赵波Nationwide Stores Exceed 3,300: Wanchen's Four Snack Retail Brands Merge Under 'Haoxianglai'
On September 12, 2023, Wanchen held a media conference in Beijing to announce the merger of its four snack chain brands—Haoxianglai, Laiyoupin, Luxiaochuan, and Yadiyadi—under the unified name 'Haoxianglai'. This move aims to accelerate synergy and integration in brand image, market expansion, operations, digitalization, and culture, further consolidating Wanchen's leading position in the snack hard-discount industry.
任文青AndyC'estbon Launches New Mineral Water Brand 'Benyou' to Enter the 2-Yuan Segment, Adding Another Piece to the 100-Billion-Yuan Bottled Water Market
C'estbon, a leading player in packaged water, has launched a new mineral water brand 'Benyou' priced at the mainstream 2-yuan level. This move provides C'estbon with more leverage in the peak season and represents its latest effort to expand in the over 200-billion-yuan bottled water market.
潘娴Fan Shikai: Jinsha Distillery Integration Proceeds Smoothly, Will Achieve Set Goals as Planned
On September 2, the third 'Celebrate Harvest, Promote Harmony: Jinsha Red 2023 Harvest Celebration' was held in Jinsha County, Guizhou Province. Since 2021, Jinsha Distillery has held this event for three consecutive years, making the 'Jinsha Red Sorghum Festival' a unique annual brand IP event. In the afternoon, Jinsha Distillery also held a symposium with nearly a hundred media representatives. This year, after China Resources Beer officially took over Jinsha Distillery, the industry and media have paid close attention, with various opinions circulating. At the symposium, Fan Shikai, Vice President of China Resources Beer and General Manager of Jinsha Distillery, responded positively and in depth to many industry concerns for the first time.
陈思廷From Zero to 100 Million in Six Years: The Growth Story of a Distributor Representing 80+ Brands Including Lee Kum Kee and Totole, with 5,000+ Stores
Despite the general downturn in distribution, some distributors still find growth opportunities by seizing market share. Bajie Trading, a seasoning distributor in Nanchang, Jiangxi, achieved over 100 million yuan in sales within six years of its founding in 2014, by focusing on fine management and adapting compensation models to different stages of growth.
New Distribution“Going Premium, Winning Battles”: A Brand Sample That Penetrates Fujian's Premium Beer Market
Focus and forging swords are the two magic weapons for breaking through in a weak market. The landscape of Fujian, a key battleground for premium beer, is changing. With a population of 41.88 million and a total beer capacity of 1.55 million kiloliters, Fujian has the highest premium structure among the three major markets, making it a must-win region for premium beer brands.
陈思廷Genki Forest Wants to Cross the River by Feeling Nongfu Spring's Stones
Genki Forest has entered the bottled water market for the third time. After multiple attempts and facing direct competition from bottled water giants, what does Genki Forest really want? Once a disruptor in the domestic sparkling water market, Genki Forest made a high-profile entry into the bottled water sector in July 2021 with its premium "Youkuang" brand. Two years later, "Youkuang" failed to make a significant impact in the "3-yuan water" market as expected. This summer, Genki Forest is testing the waters again. In June, the company launched a recruitment campaign for product experience officers for its new purified water product.
赵若慈Man Xiaobao: Going Offline Is a Difficult but Right Move
This article analyzes how Man Xiaobao, a new consumer brand, achieved rapid growth by expanding into offline channels, reaching nearly 1 billion yuan in sales last year and 150 million yuan in offline business within half a year. It highlights the brand's product innovation, marketing strategy, and partnership with distributors.
冯瑶How FMCG Distributors Can Compete for Scarce Shelf Space
Shelf space is shaped not only by brand investment but also by the distributor's local position, operating efficiency, retail knowledge, and ability to build demand at store level.
New DistributionA Battle Between Bestore's Premium Strategy and the Snack Discount Track
The rise of bulk snack stores has triggered a new round of channel transformation in the industry, with 'low price' and 'discount' becoming key words. In this changing environment, can Bestore's premium route still work? Upon reflection, the high-end market of an industry will never completely disappear. Although consumers' shopping intentions have become more rational after the pandemic, this does not mean their interest in high-quality products has waned.
勾勾The 'Simp Economy' Is No Longer Selling
In daily consumer goods, men's purchasing power has long been questioned as being inferior to that of dogs. If businesses want men to spend frequently, the best marketing is 'paying for the one you love.' Whether it's cosmetics, flowers, or luxury items like branded bags and jewelry, the users are women, but a certain proportion of the bill is paid by men. Online, this behavior of spending money to please the opposite sex is called the 'simp economy.' Now, this consumption behavior is facing challenges. Perhaps due to the overall economic environment, simps' expectations for love have also declined. Facing tight wallets and high sunk costs, men's spending on courtship is decreasing. In contrast, they are spending more money on pleasing themselves.
续紫君How Can Community Group Buying Brands Trapped by Price Undercutting Be Saved?
In the previous article, the author discussed the surging trend of community group buying. Following its publication, rumors emerged that JD.com would acquire Yonghui, though multiple sources suggest this is unlikely. However, Liu Qiangdong's involvement, the competitive dynamics between Douyin and Pinduoduo in community group buying, and the resurgence of this channel have become increasingly clear. Behind the acquisition rumors lies the market's concern for traditional channel power and the confusion of brand owners and distributors regarding community group buying.
老陶A 92-born Distributor's 10-Year Journey: Representing Totole, Chubang, Lotus and More, with Annual Sales of 80 Million
After 10 years of development, I have deeply fallen in love with this industry. Although many say business is tough, when you look back at other industries, the FMCG distribution business is enduring and growing stronger. This is the view of Fang Fan, a post-90s first-generation distributor and general manager of Guizhou Fang Wang Yuan Trading Co., Ltd. Graduating and immediately facing unemployment, he started his own business. This year marks his first year past 30 and his tenth year in business. In a decade, Guizhou Fang Wang Yuan Trading has grown from nothing, representing dozens of brands including Totole, Chubang, and Lotus, with a business scale of nearly 80 million yuan and an 8,000-square-meter three-dimensional warehouse to support existing brands and new categories like snacks, aiming for platform-based multi-category operations.
周群Franchise Expansion and Low-Price Strategy: Who Still Buys Moutai Ice Cream?
Despite the popularity of Moutai ice cream, it is not a lucrative business for franchisees. The product's high price and limited variety, coupled with a shift towards affordable ice cream and increased competition from new tea drinks, pose challenges. Moutai's primary goal is brand rejuvenation, but the long-term conversion of young consumers to high-end liquor remains uncertain.
林京Hao Huan Luo Exclusively Sponsors Successful Rocket Launch, Luosifen 'Reaches the Universe'
Recently, Hao Huan Luo's 'hardcore marketing' went viral across the internet, attracting attention from the entire branding industry and earning praise from netizens. On August 10, the Ceres-1 (Yaoqi) Hao Huan Luo carrier rocket was successfully launched from the Jiuquan Satellite Launch Center (mission code: LUCKY 7), precisely placing seven satellites into their预定 orbits. The launch was exclusively sponsored by Hao Huan Luo, the leading brand of Liuzhou luosifen. This 'out of this world' marketing campaign not only made the Liuzhou luosifen brand 'reach space' but also spread its joyful brand spirit to the universe, letting the world fall in love with the taste of Liuzhou.
New DistributionBrave the World SuperX Joins Forces with "One and Only" to Create a New Paradigm of Film Crossover Marketing
During the 2023 summer box office season, total revenue surpassed 17 billion yuan, marking the first time since 2020 to exceed 10 billion. Brave the World SuperX collaborated with the film "One and Only" and its brand ambassador Wang Yibo to launch a series of marketing campaigns that successfully leveraged online and offline traffic, setting a new benchmark for brand-film crossover marketing.
New DistributionThe Dealer Development Led by First-Tier Brands Such as Yili, Mondelez, Unilever, and Haitian Is Being Replaced!
Hello friends. I am Yuan Lai. "In the past, first-tier brands led the development of local dealers' businesses; in the future, it will be the competition among local dealers that shapes the business landscape of local dealers." I have been saying this on many occasions recently. In the past, the rise of dealers was often due to catching a good brand and following it, accompanied by demographic dividends and supermarket dividends, gradually growing from an individual or family business into a trading company with dozens of employees.
袁来C'estbon as the Official Drinking Water of the Chinese National Team: What Does It Mean in the Channel?
Recently, New Distribution visited a distributor in Guangzhou, where trucks were constantly coming and going, and dozens of employees were busy loading and unloading goods. The distributor said that among the over 1,000 mom-and-pop stores he serves, C'estbon is the best-selling drinking water brand, with consistent growth year after year. Why C'estbon? New Distribution observed that C'estbon has frequently appeared at various competitions of national team athletes in recent years, and through long-term support of the Chinese national team, it has continuously shaped the joint brand image of 'Chinese National Team × C'estbon'. This year, C'estbon updated its brand proposition to 'Official Drinking Water of the Chinese National Team'.
田静Returning Offline in 2023: Channel Digitalization Takes Center Stage
After the 2023 Spring Festival, leading FMCG companies launched large-scale channel digitalization, becoming the most notable phenomenon in digitalization and marketing. Channel digitalization, also known as full-chain or long-chain digitalization, involves all four channel links: F (manufacturer), B (distributor), b (retailer), and C (consumer). The prerequisite for full-chain digitalization is deep offline distribution, a strength of FMCG leaders. This article explores the drivers, obstacles, principles, and best practices, including Coca-Cola's experience.
刘春雄Ailingshi Takes Control of Local Chengdu Brand, Snack Retail Industry Enters Merger and Integration Mode
On August 9, 2023, Ailingshi, a snack retail chain based in Changsha, announced it had taken control of the local Chengdu snack retail chain Konglongheteddy, bringing its store count in Chengdu to over 300 and in Sichuan to over 350, making it the second-largest local snack retail brand in Sichuan. On the same day, Snacks Busy announced a strategic investment of tens of millions of yuan in Qiahuopuzi, and the two will jointly consolidate advantageous regions and develop the national market. This signals that the snack retail industry has entered a phase of merger and integration as competition intensifies.
任文青AndyChengdu Universiade Concludes Successfully, Blue Moon Demonstrates Chinese Brand Strength with Professional Cleanliness
On August 8, the 31st Summer Universiade concluded successfully in Chengdu, fulfilling its promise of a simple, safe, and splendid sports event. The Chinese delegation topped the medal table with 103 gold, 40 silver, and 35 bronze medals, a historic best. Blue Moon, as the official exclusive supplier, provided professional cleaning services and showcased Chinese brand excellence.
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