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3215 articles · Page 32 of 134
The Pain of Low-Alcohol Drinks
Some low-alcohol drink brands have died in Shanghai this spring. Unlike the 2020 pandemic, which was almost beneficial to the industry, this round has brought supply chain tightening, poor freight, and a longer recovery period. The market is far smaller than the imagined 'hundred-billion' scale, and low repurchase rates have become a hidden pain for brands.
昭晰Returning Offline: Building a New Foundation
Traditional enterprises have a foundation, at least a home market. Industry leaders always have connected or national home markets. Without a foundation, they become wandering rebels. The 10-year e-commerce boom made many doubt whether the foundation had shifted online. In 2022, we observed a trend of 'returning offline,' but it's not about going back to the past; it's about building a new foundation that combines offline basics with internet skills.
刘春雄Why Has the Trillion-Yuan Online E-commerce Not Produced a New Consumer Brand?
Despite China's massive middle class and advanced e-commerce infrastructure, new consumer brands have largely failed to emerge. The article argues that platform-based e-commerce, by focusing on price competition and lacking brand-building mechanisms, has prevented brands from forming, while suggesting that true brand opportunities lie in addressing spiritual values and finding niche markets.
赵波In Today's Uncertain Times, How Does Anneng Smart Logistics Help Brands Build Omnichannel Competitiveness with Professionalism and Efficiency?
Amidst economic uncertainty at home and abroad, the traditional offline distribution system in the FMCG industry still accounts for the majority of sales but is declining, while emerging digital channels like e-commerce and live-streaming are growing. Omnichannel operations have become essential, but they bring smaller, more unpredictable orders and high acquisition and delivery costs. Anneng Smart Logistics' 'One Inventory' solution integrates b2b and b2c logistics to help brands reduce costs, improve efficiency, and build omnichannel competitiveness.
诺言2022 H1 Douyin Marketing Growth Review: H2 Content-Driven Growth Methodology
This article reviews the shift in e-commerce during 618, noting Tmall's decline and Douyin's rise, and introduces the FASD closed-loop growth model for Douyin. It details the 'Super Content System' with CAFE, SEVA, and AIMT methodologies for effective seeding and harvesting, using Dermalogica as a case study.
飞扬A Letter to Genki Forest: An Observer's Perspective
In this open letter, an industry observer shares concerns about Genki Forest's rapid growth, warning that the company may face challenges from a lack of industry respect, product issues, overly aggressive sales targets, team management problems, and channel strategy pitfalls. The author urges the company to slow down, focus on building a strong team, and respect market fundamentals.
王烈Combining "Product + Channel" Strategies: Is the Cereal Industry Still "Old Ginger Is Spicier"?
In the food sector, brand rejuvenation is a clear trend, and cereal is no exception. Having been in the Chinese market for years, cereal has shed its image of being single-flavored and troublesome to cook, becoming not just a "senior breakfast" with health benefits but also a top choice for "meal replacement" that is both delicious and healthy, a staple grain food in young people's homes. Relevant data shows that the domestic cereal market has a stable existing space and huge potential, attracting many new brands. Singapore's Viz Branz Group (hereinafter referred to as Viz Branz), whose GoldRoast cereal has stood firm in the Chinese market for 30 years, completed the formation of a new management team earlier this year, making further clear plans for the brand's future development, making an innovation imperative.
New DistributionChinese Retail Crosses the River by Following Hema
In 2022, Hema stands at a watershed moment. Since its independence from Alibaba at the end of 2021, Hema has shifted from unlimited investment to a clear goal of overall profitability, and is reportedly seeking independent funding at a $10 billion valuation. Having previously 'run at breakneck speed,' Hema must now prove its industry value while operating with careful budgeting.
窄播出品Abolish the Sales Department! One of the Discussions on Marketing Digitalization
Five years ago, I wrote an article advocating the abolition and rebirth of the traditional marketing department as a communications or IP department. Now, many companies have completed this transformation. This article discusses the current state of the sales department, which is often large and inefficient, and argues that digitalization and data-driven approaches should be used to transform or even abolish it.
方刚The Accidental and Inevitable Rise of East Buy
East Buy's explosive growth from 1 million to 10 million followers in days is both accidental and inevitable. It stems from a series of chance events and the team's relentless effort, embodying the brand's resilience and value-driven approach.
金梅Three Brand Truths Behind Internet-Famous Ice Cream
The article explores the unique dynamics of the ice cream category, arguing that it offers rare brand opportunities due to its offline channel stability, low innovation barriers, and price restructuring. It distinguishes cultural creative ice cream from regular ice cream, and predicts a new brand landscape within two years.
李倩说品牌Canned Food Boosted by Pandemic Struggles to Turn the Tide
The pandemic has given canned food a temporary boost in China, as consumers stock up on items like luncheon meat and fruit cans. However, the industry remains dominated by old companies and faces challenges from fresh food markets, delivery services, and other convenience foods, making a lasting comeback difficult.
开菠萝财经团队Crayfish 'Shuang Dao Jia' Sweeps Focus Media, Xinliangji Ignites C-end Market
It's that time of year again for crayfish. As early as March, both online and offline, from large restaurant chains to small individual vendors, everyone is gearing up for the crayfish peak season. After May officially enters the peak season, market competition becomes increasingly fierce. Especially due to the recurring pandemic, the demand for crayfish 'delivered to your door' is strong, and around this demand, merchants are making a big deal out of products and brands. Recently, Xinliangji, a quasi-finished food supply chain brand that has made a name for itself in the crayfish market over the past two years, launched on Focus Media's elevator screens, targeting mainstream consumers with the message 'Restaurant taste, half the price', sparking a crayfish 'Shuang Dao Jia' (Satisfaction Delivered Home) craze.
New DistributionChannel Digitalization: How to Empower Marketing According to Local Conditions?
Channel intensive cultivation, or deep distribution, has been the most successful distribution model for FMCG in the Chinese market over the past two decades. Companies like Master Kong have used this model to directly cover and serve millions of retail terminals through thousands of sales offices, over ten thousand distributors, and tens of thousands of DSRs, supporting sales scale of tens of billions. This brings products closer to consumers and shortens the time to market. However, there are also many brands choosing a different model: instead of deploying large sales forces, they use fees and incentives to empower distributors to operate the market. This is called co-cultivation. Both models have pros and cons, and digitalization can help address their respective shortcomings, but it must be adapted to local conditions.
郑一鸣Thoughts on Livestream Commerce, Brand-Effect Integration, and the Relationship Between Brand and Private Domain
Online distribution traffic is becoming increasingly fragmented, a reality all FMCG professionals have felt over the past two years. Channel fragmentation essentially results from the continuous redistribution of traffic, with numerous new business models intercepting traffic upfront. This leads to reduced channel traffic and declining ROI, forcing brands to seek growth through squeezing competition. In this environment, growth inevitably comes from price cuts or grabbing market share, driven by oversupply, scarce attention, and weak brand power.
赵波You Think Silence Is Lying Flat, but They Are Growing Stubbornly
During the pandemic, life seems formatted, but some brands continue to innovate and advertise, creating new scenarios and categories. This article highlights how brands like Miaokeland, Jinmailang, Shuyi, and others have found differentiation and growth by seizing opportunities and investing in brand building during the crisis.
陆星集Every Regional Sales Unit Needs a Plan B Amid the Pandemic
The pandemic is no longer a one-off event but a persistent and certain occurrence that can instantly alter market transaction structures. Therefore, every manufacturer and distributor must have a comprehensive Plan B in place, covering organization, channels, and products, to ensure business continuity and minimize losses during regional lockdowns.
袁来Master Kong's 'Space Strategy' Helps the Brand Cross Cycles and Continue to Lead
Less than two months after the successful return of the Shenzhou-13 crewed spacecraft, the China Manned Space Agency website announced that the Shenzhou-14 spacecraft was launched on June 5. 2022 is a busy year for China's space program and the fifth year that Master Kong has adhered to its space strategy. Since becoming a 'China Space Industry Partner' in 2017, Master Kong has integrated the space strategy into its business operations, holding itself to space standards and adhering to 'space quality.' This commitment is reflected in Master Kong's impressive market performance: according to Nielsen data, in 2021, Master Kong held a 45.7% share of the instant noodle market by volume and 48.0% by value, ranking first in both metrics.
周群Youbao IPO: Lost 1.4 Billion in Two Years, the Vending Machine Leader Struggles
Vending machines may be out of fashion, but Youbao, the industry leader, is rushing to list on the Hong Kong Stock Exchange. On the evening of May 27, Beijing Youbao Online Technology Co., Ltd. (hereinafter referred to as "Youbao") disclosed its prospectus, planning to list on the Hong Kong Stock Exchange. This is the first time Youbao has publicly released financial data since it was listed on the New Third Board in February 2016 and delisted in March 2019. According to the prospectus, Youbao's revenue from 2019 to 2021 was 2.727 billion yuan, 1.902 billion yuan, and 2.676 billion yuan respectively; it had a small profit in 2019, but entered a loss state in 2020-2021, with net losses of 1.184 billion yuan and 188 million yuan respectively.
开菠萝财经团队"One Whole Root" Goes Viral: Lawson Profits from Traffic, Resellers from Price Differences?
A 19.9 yuan anti-all-nighter drink that people dare to buy but not drink? The summer of 2022 hasn't officially arrived, but beverage companies are already signaling their competition for market share. Lawson has recently gone viral with its "One Whole Root Anti-All-Nighter Ginseng Water," which appeals to young people's "punk wellness" trend, selling out quickly in many stores.
锌刻度Behind the Billion-Yuan Zongzi Market: Old Brands and New Players in Fierce Battle
A tiny zongzi ignites a fierce battle in the billion-yuan market every Dragon Boat Festival. But after the battle, questions remain: how to break seasonal limits, how to turn internet fame into lasting popularity, and what stories can be told beyond zongzi.
青翎On New Distribution's Article "How Can New Products Seize the Key Moment of Sell-Through?"
Where does the 'anxiety' of launching new products come from? Using beverages as a case study, the article explains that this anxiety often stems from problems encountered during new product launches: how to distribute? Why won't small shop owners stock up? Small shop owners report poor sales, leading to loss of team confidence and ultimately failure. These issues reflect the 'moving but not selling' situation that brands face in real life, as no brand can continuously invest marketing expenses for a new product, and once marketing stops, sales stagnate—a challenge many brands have encountered or are currently facing.
习丌𠙶10 Wrong Marketing Mindsets for FMCG During the Pandemic
This article lists 10 wrong marketing mindsets during the pandemic, such as all-staff marketing, problem-oriented thinking, shrinking the front, cutting marketing expenses, closing or merging projects, defensive strategies, layoffs, consumption downgrading, avoiding transformation, and instinctive thinking. It argues that these mindsets are based on instinct rather than professionalism, and the correct approach is to focus on speed under a closed loop, using offensive measures to activate customers and achieve positive cycles.
刘春雄7 Words to Understand Contemporary Young Consumers' Spending Habits
Japanese management guru Kenichi Ohmae suggests that in the 21st century, businesses should focus on what customers truly need rather than just selling products. This idea applies to China's new consumption revolution, where seven key words—new, experience, value, anti-consumption, laziness, addiction, and creation—define the current market trends.
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