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3215 articles · Page 24 of 134
Betting on Niche Tracks: Can Snack Giants Rely on Sub-Brands to Weather the Storm?
AgeClub explores the 'second growth curve' for snack giants like Liangpin Shop, which has launched sub-brands such as 'Xiaoshixian' for children and 'Jie Tangyou' for diabetics. Despite the trend among major players like Be & Cheery and Three Squirrels to expand into niche sub-brands, most have seen limited success, raising the question of whether these sub-brands can help them overcome growth challenges.
大可Why Has Coconut Water Never Really Taken Off?
The coconut water market presents both opportunities and challenges. Despite a surge in popularity as a health drink, coconut water remains a niche product in China due to low consumer awareness, supply chain constraints, and limited consumption scenarios.
杨玉琳Why Did the 1-Yuan Bottled Water Disappear?
In the bottled water industry, those who are better at creating concepts and inventing new demands are more likely to stand out. This article explores how brands use marketing tactics to sell water at higher prices, from inventing new categories like 'natural water' to creating niche products like 'baby water' and 'specialty water for tea brewing.'
IC实验室Snacks Are Busy Becomes Yanjin Puzi's Largest Customer, Brand Owners Collectively Enter Channel Transformation!
With the rapid development of bulk snack stores, the future market landscape will continue to evolve. Recently, financial reports from companies like Yanjin Puzi and Ganyuan Foods have been released, and according to market sources, Snacks Are Busy has become Yanjin Puzi's largest system customer! In recent years, channel evolution has given rise to the new bulk snack channel, and cooperation between established snack companies and emerging snack channel operators has become a focus of external attention. One side needs channel layout, the other needs brand traffic, and as this channel continues to expand, brand owners will inevitably pay more attention to it and actively embrace it.
勾勾From 0 to 1 Needs 2C, From 1 to 100 Needs 2b
This phrase was not coined by me but by Mr. Fan Zhaolin, General Manager of Six Walnut, during our conversation. It encapsulates the secret to launching new products, especially high-end ones, in the new environment. Traditional marketing relies on dual drivers: brand (2C) and channel (2b), forming a closed loop of cognition and transaction. However, with the disappearance of mass media and the rise of fragmented channels, the large closed loop is no longer viable, leading to a shift from explicit to implicit marketing, where small bC units (business-to-consumer relationships) become the foundation for scaling.
刘春雄The Real Ice Cream "Assassins" Are Quietly Making a Fortune
Summer is here, and with it comes the season for ice cream. During travel in the scorching heat, who can resist the lifelike "cultural creative ice cream" that is perfect for photo ops at scenic spots? From the Forbidden City to the Summer Palace, Jiming Temple, Giant Wild Goose Pagoda, Terracotta Warriors, and Daming Lake, these famous attractions have long launched their signature ice creams, and even niche spots like the Grand Canal Museum now offer custom ice creams. Cultural creative ice cream has been popular for years, with early hits like Beijing's Yuyuantan "Sakura" ice cream and the Summer Palace's "Ancient Lotus" ice cream driving visitors to check in. In 2021, the trend exploded with creations like Nanjing's Xuanwu Gate, Hangzhou's Lady White, and Xi'an's Terracotta Warriors. This year, the trend continues, with Wuliangye launching its own cultural creative ice cream and CCTV introducing four designs. While these ice creams have proven their value in building brand influence, they face criticism for high prices and aesthetic fatigue. The sustainability of this "good business" warrants deeper discussion.
王明雅A Bottle of Water at the Expert's Fingertips: Nestlé Pure Life 330ml Bottled Water Leads the Market with Premium Quality
Observant consumers may notice that Nestlé Pure Life 330ml bottled water often appears at press conferences, professional forums, and major meetings, with its crystal-clear, compact bottle and striking blue planet label. Why is this classic small bottle favored by business and government professionals? How has it maintained consistently high standards for over 20 years? With Tsingtao Brewery Group acquiring Nestlé's water business in mainland China, how will they jointly break through and continue to cultivate the healthy, pure soft water sector? Industry leadership, concept first...
王肖From the Nationwide 'Little Apron' Initiative: Jinmailang's New Path to Public Welfare
Recently, Douyin has been flooded with videos of children wearing red aprons cooking noodles at home, making the 'Little Apron' a viral hit. These videos come from the 'Little Apron Plan' jointly launched by Xinhuanet and Lamian Fan, which gave children a meaningful 'homework' this summer. The initiative's public welfare value and food education significance have boosted Jinmailang's brand power.
New DistributionWhy Domestic Sodas Thrive Only in Restaurants but Struggle on the Capital Path?
For a long time, the carbonated beverage world was dominated by Pepsi and Coca-Cola, leaving little room for other brands. In recent years, the 'guochao' (national trend) concept has been embraced by millennials, reviving dormant domestic soda brands like Beibingyang, Bingfeng, and Erchang, which have made a comeback in the night market economy. Despite this resurgence, no domestic soda company has successfully gone public. According to public information, both Beibingyang and Bingfeng have attempted IPOs but faced setbacks.
新财媒引领者What Key Indicators Should Brands Focus on for Successful TPM Project Implementation?
In recent years, due to the impact of the COVID-19 pandemic and international trade frictions, consumer goods companies have gradually shifted to refined business management. Most companies choose expense management as an entry point for Trade Promotion Management (TPM) projects, but some fail to achieve satisfactory results after launch. QinCe shares its successful TPM implementation experience, emphasizing that the original intention and goals must remain unchanged, and highlighting key factors such as balancing financial and business logic, handling complex channel activities, automating accounting, and ensuring information transparency.
邢争世Sprite's '82 Vintage' Joke Becomes Reality: The Brand's Urgent Bid to Win Over Young Consumers
The '82 Sprite' meme, originating from a popular internet joke, has been turned into a real product by Sprite. This 'meme marketing' move is seen as a strategy to resonate with and leave a lasting impression on younger consumers, as the brand faces intensifying competition in China's carbonated beverage market.
New DistributionShede Spirits Stumbles, Fosun Still Earns 25.6 Billion
Despite industry insiders noting that the 2023 Chinese New Year came earlier, shortening the peak sales season by nearly half a month compared to 2022, and the baijiu market entering its traditional off-season in February, Shede Spirits managed to maintain stable market expansion and achieve growth in both revenue and net profit from a high base in the first quarter of last year. However, data from major listed liquor companies in Q1 2023 shows that larger players did not significantly slow down, with the top five companies' growth rates far exceeding Shede's, whose revenue growth was only half the industry average. Additionally, Shede's inventory has been rising faster than revenue, and contract liabilities dropped sharply in 2022, raising concerns about sales momentum.
陈世锋8 Areas Poised for Rebound Growth in H2 2023
2023 marks the year when the impact of the pandemic recedes and economic order gradually returns. In H1, China's macro economy showed clear recovery growth, characterized by a 'bottoming out and rebounding' trend. Looking ahead to H2, the Chinese economy is expected to continuously improve market expectations and move towards 'expansionary growth'. Through the consumer barometer of Focus Media's elevator screens, many industries have shown huge rebound potential. Among them, 8 areas are most likely to achieve contrarian breakthroughs and rebound growth in H2. The health and nourishment sector continues to rise, and pharmaceuticals and medical devices face enormous opportunities.
New DistributionThe Long Road to the C-end Market for Plant-Based Milk
After a surge in popularity, the plant-based beverage sector has entered a slow development phase. OATLY's 2022 financial report showed losses and CEO changes, while emerging oat milk brands have gone quiet in the media and entered discount food stores. Meanwhile, coconut-based brands like Finomare have saturated the tea and coffee markets and are competing fiercely in the C-end retail space.
钱洛滢If It Could Be Done Over, What Should Evergrande Spring Water Have Done?
Reviewing the brand journey of Evergrande Spring Water, we believe it did many things right, but a proper brand positioning at the outset would have increased its chances of success. The brand correctly evolved the drinking water category by creating the natural mineral water segment, but it made critical errors in brand extension, competitor misjudgment, inconsistent slogans and endorsers, unrealistic positioning, and lack of category education.
张知愚The Meaning of 'Low Price' Has Changed for Young People
After the 618 shopping festival, consumption trends show that young people still love big brands but have become more rational, seeking high cost-performance rather than absolute low prices. This shift is driving growth for domestic brands and discount retailers, reflecting a new consumption philosophy of spending less to maintain a decent lifestyle.
望月Xunlong Energy Wins Innovation Brand Award: How Plant-Based Beverages Are Leading the Category Trend?
With the rise of health and green consumption trends, diversified consumption scenarios, and increasingly detailed consumer demands, more consumers are paying attention to product ingredient sources and efficacy, seeking products that can empower physical health. Therefore, ingredient innovation and developing health-enhancing products are becoming trends in the food and health industry. The launch of Xunlong Energy has opened new ideas for innovative development in the beverage market.
New DistributionDeep Dive | From 800 Million to 8.5 Billion: The Digital Code Behind Dongpeng Beverage's Surge and Industry Insights
Dongpeng Beverage's digital transformation, starting from a simple QR code promotion, evolved into a comprehensive F2B2b2C channel integration, driving sales from 800 million to 8.5 billion yuan. This article explores the key steps, challenges, and industry implications of Dongpeng's digital journey.
任文青AndyMore Premium Liquor Brands Than Premium Consumers
At the Moutai shareholders' meeting, Chairman Ding Xiongjun said raising prices requires wisdom, highlighting the difficulty other premium liquor brands face in raising prices in 2023. Many brands are experiencing price inversions, with high inventory and shrinking demand, while the overall market is shifting towards lower-end products.
老鱼儿bC Integration: Is It Primarily 2C or 2b?
In traditional marketing, 2C and 2b are separate, but bC integration merges them. The key insight is that from 0 to 1, focus on 2C; from 1 to 100, focus on 2b. This approach is most effective for launching new or premium products, leveraging relationships to drive cognition, transactions, and stronger relationships.
刘春雄The Dilemma and Turning Point of Domestic Affordable Beverages Behind Coconut Palm Group's Controversial Marketing
During the 618 shopping festival, Coconut Palm Group's live stream became the most eye-catching due to its fit models and suggestive dancing, drawing massive attention but low sales. This highlights the struggle of traditional affordable beverage brands like Coconut Palm, Chengde Lulu, and Yinlu, which face stagnant growth since 2013 and need to rejuvenate their brands to win over young consumers amid intense competition.
刺猬公社编辑部A Post-85s Entrepreneur Running a Trading Business with Over 100 Million in Sales, Representing Brands like Baixiang and Wolong
Insight into consumer changes and diversified business development. Author: Zhou Qun; Proofreader: Gou Gou; Layout: He Wen. In recent days, chatting with distributors, a very interesting topic came up: whether the distributor business has continuity. The distributor's answer was affirmative, because as can be seen from manufacturer meetings, many of those seated now are young people. Whether it's starting a business or inheriting one, as long as young blood continues to join, it shows that this business still has continuity. While preparing the 'New Distribution·Distributor Member Club', New Distribution visited many distributors...
周群From Zhang Yixing's Delicious Exploration: How Master Kong Builds Endogenous Momentum for Brand Growth!
A food brand's long-term market success hinges on maintaining great taste and quality while winning over consumers across generations. Master Kong, an industry leader, recently invited its spokesperson Zhang Yixing to its Hangzhou factory for an innovative micro-variety show, giving consumers a transparent look at its modern production lines and hardcore technology, thereby reinforcing its 'China's Good Taste' and 'Safe Quality' brand image.
桑榆仁What Do Brands That Go Viral and Then Fade Away Do Wrong?
This article explores why some brands or individuals become famous quickly but then fade, while others sustain their popularity. It categorizes five types of popularity curves and argues that sustained success comes from aligning with core consumer motivations, avoiding motivational fatigue, and innovating in form rather than substance.
梁将军