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Distributors' Self-Transformation: No Longer Just 'Porters' for Brands
Distributors who turn crises into opportunities often win through systematic thinking and holistic innovation. In 2022, a year of market volatility and pandemic-driven changes, distributors faced numerous transformation challenges, with many feeling like mere 'porters' for brands, burdened by high costs, low profits, and risks. To thrive, they must upgrade their management systems in eight key areas.
程英奇Who Made Water Buffalo Milk Popular?
In the past year or two, water buffalo milk has broken the spell of 'not spreading beyond Guangdong and Guangxi' and become popular in Shanghai, Hangzhou, Beijing, and other cities. A large number of种草 posts have appeared online, and sales on e-commerce platforms have surged. Why did water buffalo milk suddenly become popular?
连接商业与未来From Positioning to Belief: Consumer Trends and Brand Strategy Shifts Post-Pandemic
Post-pandemic consumer trends have not changed significantly; despite uncertainties and new information, the essence of consumer mindsets remains stable. This article discusses how consumer demographics, mindsets, and market fragmentation are shaping brand strategies in China's new cycle.
丁佳川Normalized Livestreaming Drives Enterprise Digital Transformation: Liby Group's Livestream Talent System
The livestreaming e-commerce market is growing rapidly, with digitalization and standardization becoming key. Liby Group has built a comprehensive livestream talent training system, including SOPs and certification programs, to empower internal teams and dealers, enhancing digital operations and brand building.
周礼Key Considerations for Brands Before Entering Douyin
In just a few years, short videos and live streaming have experienced explosive growth, becoming two powerful tools for merchants to deeply reach consumers. For brands, the question has shifted from 'Should we do live streaming?' to 'How exactly should we do live streaming?' Recently, the author interviewed Wang (pseudonym), head of a brand's new retail department that is entering Douyin e-commerce, and Gao Qi, founder of Hangzhou Yiming Media, a brand service provider that ranked TOP1 in GMV for the food industry on Douyin from May to June 2022, to gain insights into their current operations on Douyin.
冯瑶Brand Owner External Circulation + Distributor Internal Circulation: The 1+N Digitalization Path
At the 7th China FMCG Channel Innovation Conference held in Chengdu from November 3-5, 2022, Zhou Bin, co-founder and COO of Renwoxing Technology, shared insights on digitalization strategies for FMCG enterprises. He introduced the 1+N dual circulation model, emphasizing the importance of digital tools in empowering the real economy and achieving symbiotic growth between brand owners and distributors.
周斌Master Kong's Royal Feast x Luo Yonghao: A 30th Anniversary Masterstroke That Wins Over the Most Discerning Critics!
Recently, Master Kong teamed up with Luo Yonghao to shoot a quirky short ad. In the video, Luo transforms into a ravenous monster threatening to destroy the city; human offerings of various delicacies fail, but the appearance of Master Kong's Royal Feast instant noodles finally quells his fury. The exaggerated plot, special effects, and humorous persona led netizens to praise the ad as brilliant. Within less than 90 seconds, the short film spread rapidly across platforms, drawing attention. From an industry perspective, this promotion not only showcases excellent advertising strategy but also represents an effective interaction with consumers from both brand and product angles.
AmyInterpretation of New Distribution's 2022 Survey on Brand Manufacturers' Cooperation with New Retail E-commerce
In the post-pandemic era of new retail, the continuous evolution of retail formats is driving brand manufacturers to seek new growth opportunities. New Distribution's survey of nearly 90 brand manufacturers reveals that new retail e-commerce has become a crucial channel for business breakthroughs, with live-streaming e-commerce and community group buying leading the way.
李文君WendyCooperation Opportunities between Channels and FMCG Brands from the Perspective of Convenience Stores
At the 7th China FMCG Channel Innovation Conference held in Chengdu from November 3 to 5, 2022, Yao Xuhong, Vice President of Dongguan Sugar & Wine Group and General Manager of Caihua Trading (Yueheji), delivered a keynote speech on cooperation opportunities between channels and FMCG brands from the perspective of convenience stores. He shared insights on market observation, self-assessment, and future outlook, emphasizing the importance of empowering small stores and fostering collaboration among brands, distributors, and B2B platforms.
姚旭鸿Breaking Perceptions: Unveiling Genki Forest's Product Logic
In October, Genki Forest received another piece of good news: its Alien electrolyte water surpassed 1 billion yuan in sales in September this year, creating another 1-billion-yuan product in less than nine months. Despite external skepticism, Genki Forest remains energetic, adhering to its founder Tang Binsen's principle: "Love the world with good products."
沙华After the Turmoil, How Can FMCG Brands Tap into Community Group Buying?
For brands, community group buying has been a mixed bag. From initial confusion and resistance, to fear of missing out, to the headaches of price chaos after being dragged in, no other channel has caused FMCG brands such anguish in the past two years. Now, with giants battling, layoffs, unpaid wages, closures, and shutdowns, the remaining platforms are only retrenching and focusing on survival. Some believe community group buying is no longer a topic for brands, or even dispensable. But is that really the case? New Distribution has learned that some brands are accelerating their efforts in community group buying, not by competing on low prices, but by effectively solving the problem of offline low-price channel diversion, achieving sales growth of 5-6 times or even 20 times in just a few months.
任文青AndyChina's Cheese Midfield Battle
In 1992, MGM's "Tom and Jerry" was introduced to China, sparking curiosity about Jerry's obsession with cheese. Now, cheese has entered Chinese daily life, from burger and pizza slices to children's cheese sticks. With the improvement of China's food manufacturing chain and the dairy industry's shift to high-value products after the liquid milk wars, the cheese market is experiencing high growth and concentration, with traditional dairy giants like Yili, Mengniu, and Bright Dairy, as well as emerging brands and foreign players, competing fiercely.
范建Yunnan Baiyao Oral Health Teams Up with Alec Su on Focus Media to Showcase a New Way of Oral Care
As Chinese consumers become more aware of oral care and move beyond basic practices, products like electric toothbrushes, mouthwash, and dental floss are growing rapidly, fueling the 'oral economy.' In the competitive mouthwash segment, Yunnan Baiyao Oral Health has launched Oral Repair Mouthwash and is promoting the concept of 'brush in the morning and evening, rinse after meals, one brush one rinse, oral health.'
New DistributionAllied with Pepsi, What Makes CELSIUS, a Best-Seller in the US, So Appealing?
According to media reports, PepsiCo and Celsius Holdings, the maker of the US energy drink brand CELSIUS (Chinese name: 燃力士), announced a definitive agreement to establish a long-term strategic distribution arrangement. Concurrently, PepsiCo will make a net cash investment of $550 million (approximately RMB 3.7 billion) in Celsius Holdings, representing about 8.5% ownership. The strategic partnership is expected to accelerate growth for both companies globally.
高级研究员 海游Huiyuan's Road to Revival Remains Long as Hype Fades Again
Recently, Xin Jifei sparked heated discussions about food safety by revealing food additives in short videos. As Xin Jifei deactivated his account and disappeared from public view, the buzz around 'technology and ruthlessness' gradually subsided. This storm affected many brands, with the leading soy sauce company losing nearly 300 billion yuan, while Huiyuan Juice, the former 'national beverage', gained renewed popularity thanks to Xin's positive comments. Within just over ten days, Huiyuan's official flagship store gained nearly 340,000 followers on a short-video platform. This is not the first time Huiyuan has been boosted by traffic. Last year, during the severe floods in Henan, Huiyuan, on the brink of bankruptcy, still donated goods worth millions, making it another domestic brand supported by 'irrational consumption' after Erke and Baixiang. However, as the hype cools and consumers become rational, the brand gradually returns to its original position. Clearly, fleeting traffic can bring exposure and sales spikes but cannot truly revive Huiyuan.
任孟瑶“New Marketing Trilogy” Finale: “New Marketing 3.0: bC Integrated Digital Transformation” Officially Published
The final installment of the “New Marketing Trilogy,” “New Marketing 3.0: bC Integrated Digital Transformation,” has been officially published. The book focuses on digital transformation of traditional distribution channels, proposing a bC integrated model to connect manufacturers, distributors, retailers, and consumers, and providing methodologies and operational frameworks for digital marketing.
刘春雄2023 Budget Series: Six Strategies That Must Be Deeply Considered in Budgeting
Annual budgeting is a major task; if not thought through and done well, the coming year will be a mess. Once sales targets are set and marketing wheels start rolling, trivial matters overwhelm, leaving little room for holistic thinking, so teams operate on inertia and repeat mistakes. Many marketing managers have improvised, relying on platform and market dividends, but now it's getting harder. This article discusses six strategies that must be considered for next year's budget.
高级研究员 海游Luzhou Laojiao: A Past It Can't Return To, A Top Three It Can't Enter
During the planned economy era, when Luzhou Laojiao dominated, Fenjiu, Wuliangye, and Moutai were merely emerging players. After painful failures from extreme policies, Guojiao 1573 finally emerged, restoring Luzhou Laojiao's glory. Since 2015, Luzhou Laojiao has repeatedly vowed to return to the top three, but in the first half of this year, it even lost the fourth spot to Fenjiu. What's wrong with Luzhou Laojiao as the top three slip further away?
金梅2023 Budget: A Few Suggestions on Regional Market Expenses
In October, most FMCG companies have started their annual budgeting. This article offers several reminders on expense budgeting to help companies avoid repeating the mistakes of the past year.
高级研究员 海游China's Service Marketing: A Decade of Strides
Over the past decade, China's service industry has accounted for over 53% of GDP, moving steadily towards the 70% high point of developed countries. Among them, emerging service industries have become the new engine of service industry growth in the digital era, characterized by high knowledge density, high technology content, high added value, and strong driving force; producer services have entered a period of rapid growth, supporting manufacturing to move towards the mid-to-high end of the value chain; the trend of servitization in manufacturing is obvious, with the tip of servitization transformation showing. Service is the common language of all industries; all industries are service industries. No matter how the macro economy and micro market change, service marketing...
贾昌荣ChaCha's Financial Report Raises Concerns: How Much Marketing Imagination Does It Have Left?
ChaCha Food, once hailed as a top performer in the snack industry, has seen its recent financial report cause disappointment among shareholders and capital markets, with its stock price plunging 9.7% on the day of the report despite growth in both revenue and profit. The question arises: can its original sunflower seed business still drive the company's 10-billion-yuan target? Amid weak growth in single products, should the company adopt a diversification strategy?
李相如Distributing Top Frozen Food Brands like Yili, Ba-Shi, and Sanquan, He Achieved 10x Growth in Nearly a Decade—How Did He Do It?
Amid the pandemic, while most industries struggled, ice cream became one of the few sectors to buck the trend. With mid-to-high-end products increasingly dominant, how should ice cream distributors adapt? New Distribution interviewed Wu Xiaoping, GM of Hangzhou Nongmi Food, who has deep experience in the ice cream and frozen food industry for over 20 years, distributing brands like Yili, Ba-Shi, and Zhong Xuegao.
赵胜男Ten Years of Turbulence: Evolution and Trends of China's Marketing Path
Ten years to sharpen a sword, ten years is a small cycle; 'thirty years east, thirty years west,' thirty years is a large cycle. Examining a small cycle, such as the past decade (2012-2022) of China's marketing, requires placing it within a larger long-term context to better understand its origins and trends. The longer the cycle, the more significant the patterns.
胡志刚 郭立新The Era of Winning with Marketing Alone in the Cheese Industry Is Over
Cheese, once a niche product in China, has grown into a market exceeding 10 billion yuan, driven by children's cheese sticks. However, with new national standards and intensifying competition, the industry is shifting from marketing-driven growth to a focus on quality and differentiation.
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