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Is Health Tea a False Proposition?
Young people's 'punk health' trend has given rise to health tea drinks like 'stay-up water,' which claim to address health anxiety but may have low nutritional value and questionable efficacy. Despite capital influx and market growth, the category faces challenges in repeat purchases and long-term viability.
乔雪Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy
Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value.
秦淮Deepening the Catering Economy: What's the Secret Behind JDB's Scene Marketing?
The most coveted market in the beverage industry is undoubtedly the foodservice channel. With massive crowds, perfectly matched scenarios, and high-frequency consumption, foodservice has always been a fiercely contested battleground for beverage brands. But when it comes to rising from foodservice and growing into a national beverage brand, one name cannot be overlooked: JDB. Throughout JDB's creation of the herbal tea category and its miracle of promoting herbal tea from a corner of Lingnan to the national market, marketing innovation in the foodservice channel has played a crucial role. Spicy hot pot paired with the slogan 'Afraid of getting heaty? Drink JDB' has become a classic in scene marketing.
桑榆仁The Path to Popularity of "Gan Mian Hui": Behind Innovation Lies Understanding Young People!
This article discusses two thought-provoking cases in the FMCG industry, then highlights Kangshifu's new product "Gan Mian Hui" as an example of innovation that breaks free from price competition by understanding young consumers. It emphasizes the importance of product diversification and engaging with youth culture to build brand loyalty.
快消君The "Wave" Fueled by Wild Spending: Beware of Being Washed Ashore
Recently, Want Want once again topped the hot search. According to public reports, sales of three classic Want Want products surged by 76%, 87%, and 107% respectively. This is undoubtedly another instance of wild spending. From Erke and Shanghai Bee & Flower to Baixiang Instant Noodles and the recently popular Want Want, cases of wild spending abound. For entrepreneurs, their unintentional actions have become reasons for wild spending in the eyes of consumers. This article attempts to clarify three questions: What are the commonalities of wild spending? Why are consumers forgotten after wild spending? And how should brands address the problems exposed by wild spending?
周氓The Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, new consumer brands have risen rapidly online, but as online traffic costs increase, they must explore offline channels. Success hinges on creating strong associations between products, scenarios, and target audiences, and establishing a stable value chain to ensure distribution and repurchase.
赵波How to Leverage Variety Shows to Convert Brand Power into Sales Power?
With an increasing number of variety shows, more FMCG brands are sponsoring them, with FMCG accounting for 50% of the sponsorship market. Among the top shows in the first half of the year, "Infinity and Beyond" stood out, and Lee Kum Kee's sponsorship is analyzed from three dimensions: brand value, product value, and channel value, to help distributors understand what makes a good sponsorship and how to turn brand power into sales.
秦淮The Mid-Game Battle of Craft Beer: With Only 2% Consumption Share, Where Are the Opportunities to Break Out?
Craft beer's growth in China is strong but its market share remains small at just 1.9% of total beer consumption in 2020. The path to mainstream adoption faces challenges in price, channels, product, and promotion, but companies like Hema and Lehui International are finding ways to break through.
刺猬公社编辑部In the Era of Good Consumers, Building a Brand Starts with Product Excellence
China's consumer era can be roughly divided into three phases. The first phase, from reform and opening up to 1998, was about having products, with township enterprises as the mainstream. The second phase, from 1998 to 2015, was about quality, as manufacturing surged and consumers began to value quality and functionality. The third phase, from 2015 to the present, is about wanting 'good' products, where consumers are more discerning and brands must compete on product excellence rather than just concepts or marketing.
沈帅波The Golden Ratio of Advertising Budgets: 7:3, How Far Are You From It?
As is well known, the subtle and beautiful golden ratio is 0.618, existing in every corner of the world. In brand advertising budget allocation, the golden ratio is approximately 0.7—70% brand advertising plus 30% traffic advertising. But interestingly, when leaving the three-dimensional world and entering the two-dimensional universe, the golden ratio tends to exaggerate—eyes are bigger, legs are longer, and Da Vinci's human figure no longer conforms to 'trends.' The same applies to advertising budgets: in the two-dimensional world, people are dazzled by traffic, and there are waves of new consumer products riding the tide of traffic, as well as trend-chasing consumers searching for lower discounts on various platforms.
New DistributionThe Feud History of Chinese FMCG Brands: How the Lower Horse Kills the Upper Horse?
In the FMCG industry, seizing a competitor's market is undoubtedly the best way to grow, saving consumer education costs and achieving a multiplier effect. This has led to a history of feuds among brands. The article recounts classic cases like Nongfu Spring vs. the purified water industry, San Taizi vs. Hualong, and Sanquan vs. Sinian, illustrating the strategy of using a 'lower horse' (a non-core product) to kill the opponent's 'upper horse' (their trump card).
风陵渡Are Products with More Advertising More Expensive or Cheaper?
This article argues that advertising is not a cost passed on to consumers but an investment that increases market efficiency and scale, leading to lower prices. It debunks the myth that products without advertising are cheaper, explaining that such products often have higher retail prices and poorer sales, and emphasizes that communication and distribution are as vital as product creation.
响马老苗Launched 2 Months, Sold 6 Billion: Young People Abandon Moutai, but You Don't Know How Hard It's Trying!
At the 2022 Yabuli China Entrepreneurs Forum Tianjin Summit, Moutai Group's Party Secretary and Chairman Ding Xiongjun announced that the 'i Moutai' app had generated over 6 billion yuan in sales and attracted over 20 million registered users in just over two months. He also revealed that the collaboration with Mengniu has been highly successful, with Moutai ice cream currently in short supply.
冯瑶From Cola's "Eternal Second" to the World's Second-Largest Food Group: What Can We Learn from This "Legacy Consumer" Brand?
PepsiCo, often seen as the perpetual runner-up to Coca-Cola, has actually surpassed its rival in revenue, global ranking, and brand portfolio. By adapting through price wars, targeting the youth, and diversifying into snacks and other beverages, PepsiCo has become the world's second-largest food company, offering valuable lessons for legacy consumer brands.
湃动大商业组Giants Everywhere, Why Can These Brands Turn the Tide and Break Through?
The new consumption track, where brands rise and fall in rapid succession, has finally shed its illusory prosperity. After the smoke clears, a few occupy the heights while most face defeat. This article explores why some brands successfully break through in red oceans dominated by giants, while others are consumed by the Matthew effect, using case studies of Daily Dark Chocolate, Enoulite, Taishan Beer, and Langdi Calcium.
New DistributionCraft Beer's "Breakout" Path: From Meeting Demand to Building a New Ecosystem
In recent years, craft beer has become a trendy favorite in the beer category. Beer enthusiasts' pursuit of diverse and upgraded tastes, flavors, and scenarios has led to a proliferation of craft beer brands. This article explores the origins, development, and marketing strategies of craft beer, using case studies of URBREW and Panda Brew, and proposes a "4P+I" framework for building a new ecosystem.
于倩倩Analyzing the Success Potential of Yuanqi Cola from Product, Channel, and Consumer Perspectives
Yuanqi Forest has launched a cola-flavored sparkling soda, sparking industry debate. This article analyzes its competitive potential from product, channel, and consumer dimensions, concluding that while it faces challenges against giants like Coca-Cola, its success depends on consumer acceptance and long-term brand building.
高级研究员 海游Under the Epidemic, the Difference Between Selling 500 and 5,000 in a One-Day Tasting Event!
Since the start of the pandemic in 2020, after tracking no fewer than 100 tasting events, it's clear that good and bad tasting events differ in several key ways. This article explores how to attract more people to taste and how to convert tasters into buyers, emphasizing personalized engagement, assertive language, and concise, taste-focused messaging.
阳光头New Technology Leads Marketing Transformation for Large and Medium Enterprises, Yonyou BIP CRM Launches!
New technologies are reshaping traditional business models and management. For large and medium enterprises, empowering, integrated, refined, and connected CRM digital solutions have become key to business transformation and high-quality development. On July 26, Yonyou released its new-generation CRM product, Yonyou BIP CRM, based on advanced customer management concepts and a new digital architecture, to empower marketing growth for large and medium enterprises.
New DistributionAfter Deep Distribution, What Will Be the Next Major Innovation in Chinese Marketing?
This article examines the achievements and current confusion in Chinese marketing, arguing that while channel innovation like deep distribution has driven past success, the next major breakthrough will center on customers—specifically, building direct, seamless connections with them through brand and channel innovation.
陈思廷From Near Bankruptcy to 500 Stores: An 8,000-Word Review of the Marketing Logic Behind HOTMAX's Explosive Success
If you still don't know about HOTMAX, either you're wealthy enough not to need it, or you're out of touch. This article dissects HOTMAX's rise from near bankruptcy to 500 stores, exploring the underlying logic of its success through five dimensions: consumption trends, brand positioning, strategic stages, product structure, and cognitive value.
定位苦行僧Exclusive Interview with 'Yizhenggen': One Month After Launch, Marketing Spend Only 10,000 RMB
In a generally low-pressure business climate this year, their joy is so rare and infectious that even 'Case' feels embarrassed to raise the industry's concerns: Is ginseng water a 'wisdom tax'? Can vague functionality and controversial taste ensure repeat purchases? After the hype, how far can Hardcore Research Institute go with a single SKU? Before 'Yizhenggen' launched, the institute, founded in 2020, had already made four unsuccessful products in just over a year, from small-bottle bird's nest to carb-blocking milk tea, all riding the wave of young consumer trends but quickly collapsing.
案例 SHOWCASEBeware of Ice Cream Assassins: A History of the Ice Cream Wars
This article traces the history of the ice cream market in China, focusing on the rivalry between Wall's and Nestlé. It highlights how Wall's used aggressive strategies like the freezer strategy and brand marketing to dominate the market, while also discussing the challenges of price wars and the importance of cold chain technology.
IC实验室The Road from 0 to 1 for New Beverage Brands in the Consumption Winter
Dickens said, 'It was the best of times, it was the worst of times.' This perfectly captures the current consumer goods industry: on one hand, users' demand for good products is irreversible, creating opportunities for new brands; on the other hand, economic downturn and pandemic have led to weak consumption and intensified competition. YuanNeng Sports Drink was born in this environment, exploring the process from 0 to 1 with a focus on people, products, markets, tactics, and customers.
胡昊