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The New FMCG Channel Ecosystem Is Carving Up Your Business
The moment to change the channel ecosystem is coming. The rise of e-commerce has taken about 30% of traffic from traditional channels, and now the combination of premiumization and digitalization is reshaping the traditional channel ecosystem, with dealers needing to transform or be replaced by platforms.
刘春雄The Rise and Fall of Brands Behind the Baijiu Tycoon
Today, Zhenjiu Lidu became the first baijiu stock on the Hong Kong Stock Exchange, making Wu Xiangdong, known as the 'Godfather of Baijiu', the new richest person in the industry with a net worth of 30 billion yuan. The baijiu industry has created many wealthy individuals, most of whom started through mixed-ownership reforms and management buyouts, a model that has faced controversies over the years.
杨伟My Views on Breaking Through with New Products in the Domestic Energy Drink Market
This article discusses the key to breaking through with new products in the domestic energy drink market by examining the development of domestic and foreign product lines. It highlights the failure of imitators and the challenges faced by foreign brands, and offers insights on how to succeed through solid foundations, thorough preparation, and effective execution.
人在中途Sugar-Free Tea Dominates the Cooler, Competing in These 4 Areas
If you frequently visit supermarkets or convenience stores, you may have noticed a shift in the beverage cooler. The era of sugary drinks like Master Kong Iced Tea and Uni-President Assam Milk Tea is fading, replaced by a wave of new sugar-free teas. DT Finance's statistics show that in 2023, over 60% of new tea beverage products were sugar-free, with 18 brands launching 25 new sugar-free teas in 36 flavors.
爱喝无糖茶的DT君Jinyan'er Chen Qinghua: Telling the Story of Chinese Tremella and Redefining Its New Heights
Tremella is one of the important symbols of Chinese food therapy culture. Since its founding six years ago, Jinyan'er has been committed to 'doing one thing well: making tremella,' telling the story of Chinese tremella, benefiting more people with tremella food therapy, and redefining the new heights of Chinese tremella. In recent years, the health and nourishment track has remained highly popular, with younger consumers increasingly favoring convenient and ready-to-eat products.
New DistributionDeconstructing the Operational Logic Behind Current Channels from Four Dimensions: Point, Line, Surface, and Volume
The people-goods-place framework has undergone new changes on the consumer side: People are now consumers, transactors, sharers, and creators; Goods now encompass functionality (experience, health), social aspects (belonging, existence), and emotions (growth, reconciliation); Places now include delivery venues, consumption venues (experience), communication venues (meaning), and transaction venues (relationships). In the past, people-goods-place was two-dimensional, based on time and space; today, it is three-dimensional, incorporating time, space, and scenario. The three-dimensional logic differs fundamentally from the two-dimensional: the latter centers on transaction venues, while the former centers on consumption venues. Viewing the market from a three-dimensional perspective, we can deconstruct this logic using the dimensions of point, line, surface, and volume.
赵波Leyuan: Building Channel Brand Power with User-Centrism
China's FMCG industry is entering a new era, and Leyuan Company, on its 25th anniversary, is implementing a user-centric strategy across its three brands to capture growth in the juice market.
田静Staying Local or Going Big? Decoding the Predicament, Strategy, and Breakthrough for Regional Brands
From 2011 to 2014, I spent three years at Yili Group accomplishing two major tasks: upgrading the packaging of Yili Yoghurt and launching Yili Ambrosial, a shelf-stable yogurt that achieved 1 billion yuan in sales in its first year. Since then, my work has focused on how regional brands and SMEs can survive and grow. This article explores three key concepts: predicament, strategy, and breakthrough.
顾凡Snack Discount Stores for Snack Brands: Revolution or Lifeline?
Sugar, calories, spicy... snacks always evoke the most direct desires in people's hearts. Driven by desire, snacks have become a very good business. Many people marvel at the development of the leisure snack industry. According to the '2022 China Leisure Snack Industry Report' released by Mob Research Institute, the leisure snack industry exceeded 1.5 trillion yuan in 2022, with a compound annual growth rate of over 11% as market penetration increases. There are many players in the leisure snack industry, but few stand out. Over 40 years of development, those well-known snack brands have risen in their best eras, achieving from 0 to 1, but none have grown into true industry giants. Euromonitor data shows that the top three leisure snack players barely exceed 15% market share.
陆志峰Countdown: Foodaily Creative Expo is Coming
The Foodaily Creative Expo 2023 (8th Foodaily FBIC Global Food & Beverage Innovation Conference) will be held from May 14-16 at the Shanghai Convention & Exhibition Center of International Sourcing. The event will focus on the full chain of product & brand innovation from 0 to 1 and from B to C, presenting product innovation, brand innovation, industry innovation, and new consumption innovation through four major sections: conferences, exhibitions, awards, and special events.
New DistributionNew Consumer Brands: Building a New Supply System Anchored on Community Group Buying
New consumer brands build a new supply system anchored on community group buying, which is the process of embedding the brand into users' minds through community paths. Building a new supply system addresses the supply side, solving the problem of users being able to buy; building new consumer brands addresses the demand side, solving the problem of users being willing to buy. Community group buying has brought new assets and changes to the retail industry.
陈海超 李保林Suning Sacrifices Carrefour? The Fate of Foreign Capital Behind Carrefour's 'De Facto Demise'
The launch of the 'Community Quality Life Center' marks the formal 'de facto demise' of Carrefour, once a hypermarket giant. Is this the right path? It will take time, financial resources, and Carrefour's fate to verify. For more local retail enterprises, where does the fundamental transformation lie? Carrefour's assets have been significantly impaired. Suning's 'major surgery' on Carrefour stores is accelerating its exit from the frontline hypermarket brand competition. On April 14, Suning.com's revised 2022 performance forecast announcement showed that the latest estimated net loss attributable to shareholders of the listed company increased to 15.5 billion to 16.5 billion yuan; the loss expansion was mainly due to asset impairment of Carrefour during the period. Suning.com is accelerating the closure of some Carrefour stores in certain cities, while focusing on the integration of Carrefour stores in advantageous urban areas with Suning.com's business formats.
龙商网Kweichow Moutai: Hidden Concerns Behind the 'Great Leap Forward'
With targets of 200 billion yuan in revenue and 100 billion yuan in net profit, are Kweichow Moutai's reform goals too aggressive? Recently, 'King of A-shares' Kweichow Moutai released its 2022 annual report. Amid weak consumption due to the pandemic, Ding Xiongjun, the youngest leader in Moutai's history, delivered a near-perfect performance in his first full fiscal year. In 2022, Moutai achieved operating revenue of 124.1 billion yuan, up 16.87% year-on-year, with a gross margin of 94.19% and net profit of 62.716 billion yuan, up 19.55%, and a net margin of 52.68%, a nine-year high.
金梅The Once 'Conventional' Chilled Fresh Milk Is Seeking Change Amidst Intense Competition!
Recently, Xiaoxianyu, under the high-end fresh milk benchmark Shiny Meadow, made a splash with its unique 'green cat' image, capturing attention and winning the MUSE Design Awards for its innovative packaging and brand concept. This raises the question: is the traditionally 'conventional' chilled fresh milk category, known for its cow and pasture imagery and 'freshness' narrative, beginning a glamorous transformation?
王莹From Deep Distribution to Precision Distribution: A Strategy for Incremental Change in Brand Channel Models
Brands in the FMCG industry face three common challenges: difficulty in recruiting quality staff, managing teams effectively, and maintaining high service quality at retail outlets. This article discusses shifting from traditional deep distribution to a more precise model, using Nongfu Spring's channel reform as a case study, and outlines a four-step approach for channel model transformation.
高级研究员 海游Domestic Brands in the Spotlight: How to Seamlessly Enter the 500-Billion-Yuan FMCG Track?
Baixiang Foods hosted a live recruitment event during the 2023 Chengdu Sugar and Wine Fair, extending the buzz of on-site signings to the digital realm. The event showcased the brand's strength and product matrix, aiming to attract distributors nationwide.
New DistributionQince CEO Liu Zhao: The Digital Implementation Path of B-C Integrated Marketing
It is well known that establishing connections and enhancing stickiness is a necessary process for every brand to bind with consumers, but how to achieve deep binding and realize the conversion path may be a problem that troubles many brands. At the 2023 (8th) China FMCG Innovation Conference, Liu Zhao, CEO of Qince, delivered a speech titled "The Digital Implementation Path of B-C Integrated Marketing." In his view, with the development of digitalization, brand owners will establish true connections with customers in the future, and digital means will be an important booster.
刘昭Traditional Marketing Is Declining: Finding the Path to Brand Growth
Today, many traditional marketing methods and brand-building tactics face significant challenges. How can we find a new, lower-cost, and more cost-effective growth solution? The fundamental issue lies in consumer demand generation and decision-making patterns. For brand marketing, all theories ultimately return to consumer needs and decision-making processes. The most basic logic is understanding how consumers think and make purchase choices. This article explores the shift from traditional category-occupying and penetration strategies to a new approach based on scenarios and labels.
空手The Diverse Value of Premium IP: Audience Insights Behind the Cang Lan Jue Phenomenon
In 2022, the phenomenal TV drama 'Cang Lan Jue' took the world by storm, scoring 8.1 on Douban, surpassing 10,000 on iQIYI's heat index, and amassing 28.67 billion views on Weibo. What's the secret behind its success? From a consumer perspective, what insights lie beneath this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to unveil the audience insights behind the Cang Lan Jue phenomenon.
王一栩Niche Milk: Loving You 'Walking Alone in the Dark Alley'
In the second installment of the 'Regional Milk' series, we turn our attention to various niche milks that frequently break into the mainstream. Labeled as 'rare milk sources, high nutrition, rich taste,' niche milks emerged in an era of diversified consumption, boosted by social commerce and livestream selling, becoming a unique landscape in the dairy industry. Currently, what is the penetration rate of niche milks among the public? Can niche milks become a propeller for local economies? What pain points and challenges must niche milks overcome to truly reach the mass market? Can the viral breakout model of niche milks serve as a valuable reference for regional dairy enterprises?
FoodailyPepsi Launches China's First 'Sugar-Free Raw Cola,' Targeting Mature Consumers
PepsiCo has launched its first 'Pepsi Zero Sugar Raw Cola' in China, marking the first introduction of the 'raw' concept in the country's carbonated beverage market. The product offers a stronger bubble experience and continues the sugar-free, zero-calorie formula, delivering a more intense and refreshing 'sharp taste.'
FBIFRiding the Cycle: Becoming a 'Retention Brand'
On April 6, at the main forum of the 2023 (8th) China FMCG Innovation Conference, New Distribution specially invited Qiang Guangliang, Director of Brand Operations at WeChat Pay. WeChat Pay has established an open cooperation network for the industry, focusing on the connectivity of the WeChat ecosystem. Qiang and his team led the development of solutions for modern and traditional channels, leveraging WeChat Pay's offline merchant network to help brands grow and service providers achieve win-win cooperation.
强光亮Jiang Nanchun: Navigating Cycles, Resilient Growth, Building Strong Chinese Brands
Jiang Nanchun, CEO of Focus Media, discusses how Chinese enterprises face multiple economic cycles, with diminishing demographic dividends and rising traffic costs. He argues that building high-quality brands is the fundamental way to navigate uncertainty, emphasizing the importance of innovation, differentiation, and occupying consumer mindshare.
江南春The Restless Wang Laoji
Wang Laoji herbal tea, founded during the Daoguang reign of the Qing Dynasty, has a history of nearly 200 years. After years of stagnant sales, a successful repositioning in 2002 with the 'fear of getting heaty' concept propelled it to national prominence, reaching 12 billion yuan in sales by 2008. However, after winning a decade-long trademark dispute, Guangzhou Pharmaceutical Group's over-licensing of the brand has diluted its equity, leading to concerns about its future.
王币池