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New Product Launch During Peak Season: Dayao Beverage's Seven 'Don'ts' for New Product Promotion
At the 8th China FMCG Innovation Conference in 2023, New Distribution invited Yun Zhixing, National Marketing Director of Dayao Beverage, to deliver a speech titled 'Seven Don'ts for New Product Promotion'. Yun, a former manager at Yili and partner at a marketing consultancy, shared insights from Dayao's rapid growth, which saw sales exceed 3 billion yuan in 2021, emphasizing the importance of market validation, channel selection, and avoiding common pitfalls in new product launches.
贠志兴How Many Marketing Concepts Does It Take to Sell a Bottle of Water for 50 RMB?
Sisyphus first asks: when buying bottled water, do you really care about the brand? Do you carefully find the Ice Dew in the corner, grab the most widely distributed Nongfu Spring or C'estbon, or seriously look for 'aristocrats of water' like Perrier or Ganten? A few days ago, Toutiao Ge discovered that Jinmailang, which once sold plain boiled water at a premium, has launched a new high-end bottled water brand called 'Jinkuang'. A simple bottle of water—how can you use 'marketing' to give it a boost?
西西弗斯Navigating Cycles for Resilient Growth: Building High-Quality Chinese Strong Brands
At the 2023 (8th) China FMCG Innovation Conference, Jiang Nanchun, founder and chairman of Focus Media, delivered a keynote on building resilient brands. He emphasized that despite market volatility, China's consumption upgrade is driven by the pursuit of a better self, and brands must focus on winning consumer hearts through high coverage, quality, and impact, using a combination of online and offline media.
江南春During the Adjustment Period of the Baijiu Industry, How Can Brand Marketing Win with Three Strategies?
With the comprehensive development of the digital economy, the baijiu industry is entering an omnichannel era integrating online and offline channels. In a time of deep adjustment and profound changes in the industry landscape, exploring new marketing models centered on users is essential for brand growth. On April 12, at the 108th National Sugar and Wine Fair held in Chengdu, Yin Guanqun, head of Tencent Marketing Insight (TMI), released the "2023 China Baijiu Industry Consumer White Paper" jointly with the China Alcoholic Drinks Association, interpreting core market insights and proposing targeted solutions for brands to seize new opportunities.
New DistributionIn the Next Decade, Brand Mission Matters More Than Brand Positioning
Positioning can create big brands, but not great ones. Great brands like Apple, Tesla, and OpenAI are driven by mission, not positioning. This article argues that in the next decade, brand mission will outweigh brand positioning, and explains how to communicate mission through real people, real issues, and real actions.
梁将军New Spokesperson, New Scenarios, New Flavors: Meco Juice Tea is Very "Mango"
As China's beverage market continues to expand, the tea drink sector maintained high growth in 2023, with ready-to-drink juice tea emerging as a popular category. Among them, Meco Honey Valley Juice Tea is particularly favored by consumers. This phenomenal product, which became famous in the tea industry in its first year, is set to embark on a new journey in 2023.
青山依旧Meidong by Umei Group Takes the National Sugar & Wine Fair by Storm
At the 108th National Sugar & Wine Fair in Chengdu, Meidong, a brand under Umei Group, drew significant attention from distributors due to its natural, healthy positioning and innovative approach. The brand's success is attributed to its alignment with consumer trends, category upgrades, and mutually beneficial partnerships with distributors.
秦淮Channel Model Iteration from the Perspectives of Business and Operations
At the 2023 (8th) China FMCG Innovation Conference, Hai You, partner of New Distribution and expert in offline channel models, delivered a speech on channel model iteration. He analyzed the evolution of channel models from 1.0 to 6.0, emphasizing that the best model is the one that matches a company's own capabilities, and discussed operational upgrades such as efficiency, cost, scale, and consumer reach.
高级研究员 海游Winning in the New FMCG World Means Winning in the Supply Chain
As the FMCG industry enters a new world of transformed consumption, branding, marketing, and technology, the supply chain must also evolve. Ande Zhilian (annto) is at the forefront of this change, advocating for a collaborative approach to supply chain reconstruction that empowers both brand owners and distributors to achieve end-to-end efficiency and business transformation.
陈思廷New Brands Set Their Sights on Small-Town Youth
New brands are collectively moving down-market. While the pandemic brought uncertainty and income insecurity to urban middle-class, it presented a historic opportunity for small-town youth to bridge the information gap. As white-collar workers in first- and second-tier cities struggle with mortgages and shrinking disposable income, young people in small towns are planning their next consumption upgrade.
沥金Cao Hu, Global Partner of Kotler Consulting Group: New Thinking on Brand Strategy in the AI+ESG Era
At the 2023 (8th) China FMCG Innovation Conference held in Chengdu on April 6, Cao Hu, Global Partner of Kotler Consulting Group and President of Greater China and Singapore, delivered a keynote speech on new thinking in brand strategy in the AI+ESG era, outlining future marketing trends and the shift from passive consumers to active creators.
曹虎Walking with Aerospace: Kangshifu's New Proposition for the Era of Quality
Aerospace has always been a fervent aspiration of the Chinese people, but this endeavor is never the work of one person alone—it is the work of many. Behind the gradual realization of China's aerospace dream are enterprises like Kangshifu, which have lent their full support and walked hand in hand with the cause. For six years, Kangshifu has partnered with aerospace, deeply interpreting on the path of high-quality development what it means to 'align with aerospace standards and benchmark aerospace quality,' achieving 'unity of quality and effect' through aerospace.
潮汐商业评论Second-Generation Functional Beverage Benchmark: How 'Gan Qing' Ignited Yunnan in One Year and Expanded Nationwide
In China, tens of thousands of beverages are launched each year, but few succeed. The reasons include a highly homogeneous market with low consumer loyalty, an information-overloaded and multi-scenario communication environment, and the non-planned, immediate nature of beverage consumption, making channel and distribution crucial. Yunnan Gan Qing, launched in December 2021, expanded from its home base to nationwide within a year, covering nearly 100,000 outlets and exceeding 300 million RMB in retail sales. This article explores how they achieved this through effective channel strategy, unique product positioning, and targeted marketing.
任文青AndyHow FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherThe Secrets Behind the Rise of Consumer Brands Lie in These Three Things
After three years of the pandemic, the common challenge for enterprises is how to lead quickly during economic recovery. The rise of Chinese brands presents both opportunities and challenges, and the key to success lies in innovation, communication, and focus, as demonstrated by brands like Junlebao, Jinmailang, and Luckin Coffee.
节点财经After the Consumer Bubble Bursts, Discount Food Shows Its Resilience
Product strength can at best make a snack brand a passable student; to become an excellent one, it still relies on channels and marketing. This is precisely the hardest part. The domestic snack food track has considerable development space, and even with numerous snack brands and products, it can maintain steady growth. However, the snack food sub-categories, such as bread, nuts, biscuits, and preserved fruits, show distinct development states due to different product attributes and industry cycles. This turns our attention to sales channels. New Distribution read a research report from Kaiyuan Securities—'Channel Transformation Leads Enterprise Growth, Chain Discount Store Format Has Broad Prospects'—through which we attempt to analyze which channel best suits the snack food category and what impact chain discount stores have on domestic snack food.
怜舟Empowering an Active Lifestyle: Blue Moon Teams Up with the University Art Expo to Create the Mars Trendy Art Special Exhibition
From March 24 to 26, 2023, the Mars Trendy Art Special Exhibition, co-created by the University Art Expo and Blue Moon, was held at the Wuhan International Convention and Exhibition Center. With the advancement of the University Art Expo's national strategic layout, the expo upgraded its project planning in Wuhan, a central Chinese city, launching the new 'Mars Trendy Art' project to bring a high-quality trendy art event to Wuhan residents.
New DistributionLatest Intel from the 2023 Chengdu Sugar & Wine Fair: 200+ Exhibitors, 3,000+ New Beverage Products, the Beverage Industry Barometer Has Arrived!
2023 marks the start of a new phase, the year of new business development, and the rise of the new economy. Against this backdrop, the Pinyinhui Innovative Beverage Exhibition at the Chengdu Sugar & Wine Fair, themed 'Restart Growth,' will be held from April 7 to 11, bringing together over 200 brands and 3,000+ new beverage products to explore industry trends and opportunities.
New DistributionThere Are 'Gods' at the Frontline: Seeking Advice and Needs from the People
In a recent address, Premier Li Qiang emphasized learning from the masses and conducting grassroots research. This article argues that the frontline market is where consumer insights and solutions are found, and it outlines methods for effective market research, including identifying opportunities, discovering patterns, and developing models.
刘春雄Why Most Sodas at the Spring Sugar Fair Won't Sell Well?
Most soda brands fail because they lack marketing capability despite having production capacity. The key to success is providing an irresistible reason to buy and designing an effective marketing plan around it, as exemplified by Da Yao's focus on the dining channel.
赵波Deepening Channel Roots: Genki Forest's Humble Transformation
In early 2023, media reports highlighted Genki Forest's distributor channel issues, prompting New Distribution to conduct market research. A Genki Forest distributor told New Distribution, "Old Tang is changing, very sincerely." Since its explosive debut, the young brand and its founder Tang Binsen have been media focal points, with discussions centered on marketing tactics and hit products. However, the past two years have seen a shift: the 2021 freezer war and joint crackdown by giants, and in 2022, channel crossing and price chaos, lowered targets, and team restructuring. Now, Genki Forest is actively adjusting its approach, focusing on traditional channel depth distribution to compete with beverage giants.
任文青AndyGPT-4 is Here: It Answered Several Questions About the Future of Consumption, Brands, Marketing, and China
Last night, GPT-4 was officially released! OpenAI CEO Sam Altman introduced it directly: "This is our most capable model yet!" According to OpenAI's official introduction, GPT-4 is a large multimodal model, meaning its input can be text (up to 25,000 words) or images. For example, if you drop a glove, it will fall onto a wooden board, and the ball will bounce off. Even a simple sketch of a website on paper can be photographed and uploaded to GPT-4, which will instantly generate the HTML code for the site.
赵波In-depth Article | Cao Hu: Brand-Led Growth Thinking in the Digital Intelligence Era
The old thinking about brands is being overturned. Brands are not just business results, static mental assets, cognitive assets, or even brand equity; they are becoming an important source and engine of corporate performance growth. Based on years of observation in global and Chinese brand strategy consulting practice, I share insights that may not be universally applicable but represent practical observations and summaries, hoping to expand cognitive boundaries. Overall, global brands face three major challenges: first, generational differences; second, digital invasion; third, wealth polarization.
曹虎Growth of 47% and Penetration Below 5%: Personal Care Brands Race into Instant Retail
In the past few years, retail has undergone significant changes, especially in the channel landscape, with nearly two-thirds of consumers shopping across channels. For personal care brands, the breakthrough lies in finding channels with capacity and incremental growth, and instant retail offers answers. According to the white paper, the personal care category in instant retail is expected to reach 171.2 billion yuan by 2027, accounting for over 20% of all channels, with a market growth rate of 47%.
周群