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With 900+ Brands Including Pepsi, Mars, Mengniu, Genki Forest Participating, iSEE AWARD 2023 Registration Is Coming to an End!
Registration for iSEE AWARD, the largest and most recognized award in the food industry, is nearing its deadline, with over 900 brands such as Pepsi, Mars, Mengniu, and Genki Forest already participating (as of January 3). Initiated by Foodaily in 2018, iSEE AWARD features two major awards—iSEE Global Food Innovation Award and iSEE Global Taste Award—to discover, honor, and promote innovation and new Chinese flavors.
iSEE AWARDRide the G666 High-Speed Rail with Six Walnut for the Smoothest Chinese New Year
On January 7, the first day of the Spring Festival travel rush, Six Walnut launched a lucky draw campaign via Xinhua Net, inviting netizens to share their stories related to the G666 high-speed rail and returning home for the Chinese New Year, with the chance to win a free ticket home. The campaign runs both online and offline, with the online phase lasting until January 16.
Amy2023, Survival Rules in the Shadow of Consumer Giants
A prediction: in 2023, new consumption will return to its true value. In previous years, new consumption was tarnished by speculators and quick-money seekers, making it synonymous with internet celebrities and white-label products. Those truly dedicated to their craft were frustrated. Looking back, 2021-2022 were stagnant years for the industry, and most opportunists couldn't sustain themselves. Some shifted to the metaverse, while others tried one last gamble and ended up unable to afford high-speed rail home for the New Year. The laws of market economy exist objectively; they may arrive late, but they will come. In 2023, let's pull up chairs and wait together.
黄晓军China Consumer Expectation Index Report 2022 Released: National Trend Economy Remains Hot, Brand Value Drives Growth
The China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released, showing a rebound in consumer expectations for 2022 and an optimistic outlook for 2023. The report highlights the sustained popularity of the national trend economy and emphasizes that brand value has become a key driver of growth, with brands increasingly focusing on building brand equity to secure long-term success.
New DistributionAfter the Ice and Fire, How Can Consumer Brands Seize New Market Opportunities in 2023?
Facing growth opportunities, think from first principles, returning to the essence of business and rethinking the logic and framework. The market has not yet recovered; 2023 is a tale of two extremes, with pessimism and optimism coexisting. From a pessimistic view, supply glut and negative population growth are key constants, along with the 'scar effect' and geopolitical impacts. Optimistically, the overall trend is improving, with GDP growth expected and new opportunities in new consumption, digital capabilities, new channels, and new demographics.
赵波Ten Brand-Marketing Lessons for Uncertain Markets
Sustainable marketing requires focus, consumer relevance, brand memory, and coordination between long-term brand building and short-term conversion rather than permanent dependence on increasingly expensive traffic.
New DistributionFarewell 2022, 2023 [New. Thriving], the Third New Year's Eve Live Broadcast is Tonight!
On December 26, the National Health Commission announced that "COVID-19 pneumonia" was renamed "COVID-19 infection" and the "Class B management policy for COVID-19" was abolished. In just three years, the world has changed. Standing at the crossroads of bidding farewell to the old and welcoming the new in 2023, we may deeply miss the world before 2019. The past is gone, and we know nothing will be the same. The upcoming 2022 has been tough for us. Many brand managers and distributor owners say it has never been this hard; just to survive, 2022 has already taken all their efforts. Everyone who survived 2022 is a warrior. Now is the time to gather our thoughts and look toward 2023 together.
New DistributionHow Brands Can Reach Young Audiences: A Look at C'estbon Grape Holiday's Strategy
Content + experience + interaction form a closed marketing loop, achieving both brand building and sales. As society and consumers become increasingly youth-oriented, traditional marketing must adapt. C'estbon Grape Holiday's collaboration with "Heartbeat 20s 2" offers a successful model for youth marketing.
AsherBrands Need Compounding, Not Another Traffic Dividend
Temporary traffic advantages can create rapid growth, but resilient brands compound value through core products, new occasions, consumer behavior change, disciplined media testing, and balanced demand creation and conversion.
New DistributionMarketing Strategy Not Landing? It's a Timing Issue!
How to do the right things at the right time is worth every marketer's consideration. After discussing the five major operational strategies for FMCG companies—product, channel, organization, consumer, and expense—this article explores the time advancement strategy to implement these five strategies, emphasizing the importance of reviewing past issues, closing loops within each period, and maintaining a long-term perspective.
高级研究员 海游Stop Discussing Dividends; Brands Need Compound Interest
In the era of stock competition, enterprises face three major challenges: the peak of traffic dividends, rising customer acquisition costs, and weak market demand. When dividends eventually dissipate, brands realize they mistook dividends for capability. Facing the dilemma of wanting growth but finding it harder to achieve, how can brands grasp the capabilities that truly drive growth? Recently, Bain & Company and Kantar jointly hosted the forum 'Embracing Change, Resilient Growth.' Experts including Bain's global expert partner Lu Xiuqiong, Kantar's Greater China CEO and BrandZTM Global Chairman Wang Xing, and other industry leaders discussed brand growth opportunities and marketing strategies in the new landscape.
New DistributionPost-Pandemic Era: Brands Need the Resolve to Navigate Cycles
At the inaugural FBIF online forum held on December 19, Lu Xiuqiong, Chair of the FBIF Plenary Session and Global Expert Partner at Bain & Company, delivered a keynote titled "Resolve to Navigate Cycles," sharing how brands can leverage crises, discover opportunities, and achieve rebirth in an era of transformation.
FBIFCrafting a Cost Strategy: Ensuring Every Penny Counts
A comprehensive and detailed cost budget can concretely and powerfully support a company's business strategy. To achieve this, it is essential to plan cost categories well, using the marketing 4Ps as a framework, and to manage costs transparently and rule-based, including clear cost-sharing ratios with distributors.
高级研究员 海游Spring Festival Stockpiling Window: Only 20 Days Left, Marketers Are Running Out of Time!
This year's Spring Festival is different. Without decisive measures, it is likely to be a 'regretful' one for marketers—meaning opportunities missed. To avoid regret, we must start with the post-lockdown pandemic evolution: fear, chaos, acceptance, and return to normalcy. After reopening, we face four stages over a critical 100 days. Currently, fear persists and chaos has arrived, yet only 20 days remain for Spring Festival stockpiling.
刘春雄Health Wine Enters the Era of Three Kingdoms
In the post-pandemic era, consumer health needs are driving a new wave of health wine. The future of health wine lies in the strategic moves of leading brands like Hainan Yedao, Zhu Yeqing, and Maopu, which are exploring new directions in product positioning, market expansion, and capital restructuring.
陈沛Hubang Chili Sauce: Structural Changes Expected in the Chili Sauce Industry in the Next 5-10 Years
Founded in 2015, Hubang Chili Sauce avoided industry giant Laoganma and rose rapidly through the food delivery channel, with annual sales exceeding 200 million yuan in 2019 and maintaining double-digit growth this year. Before founding Hubang, Lu Wenjin was Vice President of Marketing at Tsingtao Brewery, leading the team to conquer Shandong market and create the second brand 'Laoshan Beer'. In an exclusive interview with New Distribution, Lu shared his insights on building successful consumer brands.
焦逸梦Community Group Buying's New Label: Launching New Products, Selling White-label Goods
Community group buying is essentially the monetization of group leaders' relationships. Due to the strong ties between leaders and users, what leaders recommend is what users buy. White-label products offer profit margins, and with quality assurance and recommendations, users accept them. Thus, white-label products with quality guarantees become a natural choice for group buying platforms. Supply chains should leverage this feature to launch new products, and white-label products can also seize this opportunity to grow.
刘春雄Consumer's Choice for a Decade: How Master Kong 'Wins' Consumer Mindshare
Over the past decade, despite dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets. According to Kantar Worldpanel's 2022 Brand Footprint report, Master Kong has been named one of China's top ten most chosen brands for ten consecutive years.
艾川2023: 3 Changes, 4 Trends, and 3 Suggestions for Consumer Brands
This article shares my views on consumer brand building in 2023, summarizing three changes, four trends, and three suggestions. Before diving in, I urge you to return to first principles and calmly consider the essence of consumption, as we often get lost in tactics and forget the fundamentals.
李倩Why Do Many New Consumer Brands Fail Offline?
In specific scenarios, whoever solves the consumer's problem becomes their first choice. Many new consumer brands that thrived online are struggling offline due to different underlying logic and the complexity of offline operations.
周群Annual Sales of 2.2 Billion Yuan: How Can a Bag of Noodles Support an IPO?
In the consumer sector over the past two years, the kitchen has been a common scene, with smart kitchen appliances, condiments trending on social media, and prepared dishes booming all year. In contrast, traditional staples like rice, flour, and oil have been lukewarm, much like their position in young people's kitchens, tucked away in corners. Recently, food company Xiangnian Food filed for an IPO on the Shanghai Stock Exchange. If successful, it will become the second listed noodle company on the A-share market after Kemen Food.
青翎Coconut Juice Track: Can Break Out, but Hard to Break Regional Bottlenecks
Have you ever drunk a coconut juice called Special Forces? For this question, people from different places will give completely opposite answers. At a banquet in Jiangsu, a friend told me that locals only choose Special Forces for coconut juice. Compared to Coconut Palm coconut juice, which created the category in 1988, Special Forces coconut juice appeared twenty years later. But in terms of revenue, Special Forces is second only to Coconut Palm; in 2016, its sales in Jiangsu Province alone reached 1 billion yuan. This makes one curious: in the coconut juice market where Coconut Palm firmly holds the leading position and the pattern is relatively solidified, how does Special Forces take root and become the synonym for regional coconut juice? As a microcosm, what opportunities and difficulties does Special Forces reflect in the coconut juice track? (Note: Special Forces coconut juice has now been renamed SUSA; this article continues to use Special Forces.)
湃动研究院When Launching New Products, the Most Overlooked Aspect is the Key Account Launch Action Plan
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through meticulous, professional management. This article, part of a series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on the often-neglected customer-specific launch plans for new products in modern trade, providing a detailed framework to improve success rates.
曹扬Geoffrey CaoLurking in China for Decades, These 'Fake Domestic Brands' Quietly Earn Billions
Many brands that appear to be Chinese domestic products have actually been acquired by foreign companies, such as Dabao and Zhonghua toothpaste. This article reveals these 'fake domestic brands' and discusses the reasons behind their decline and the resurgence of genuine Chinese brands.
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