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3215 articles · Page 33 of 134
The Dividend Period of Marketing Digitalization: Finding Increment in the Stock
Zhu Chaoyang, with 17 years of marketing career, shares his insights on marketing digitalization, emphasizing that it is not about overturning traditional marketing but upgrading it. He discusses common misconceptions, the necessity driven by changing consumption environments, and practical steps for implementation, including starting with minimal viable products and fostering cross-departmental collaboration.
习丌𠙶Digital New Infrastructure: Unblocking the "Governor Vessels" of the FMCG Industry
Since its opening on May 25, the FMCG Release Week OL has attracted over 730 exhibitors, 1,000+ brands, and 9,600+ products, drawing more than 160,000 visits. In its second week, the organizer highlights the "Digital New Infrastructure" theme (June 1-7), showcasing information software, management software, traceability software, and related services to help streamline the FMCG industry. A voting campaign for the "Honor Gold List" is also launched, offering rewards and services to top-ranked companies.
靓仔JDB Herbal Tea Season: Starting by Winning Over the New Generation
Marketing methods in today's market are undergoing fundamental changes. With the rise of the digital economy, the FMCG industry is shifting from an era of 'traditional media + limited shelves' to one of 'streaming media + unlimited shelves', transferring choice sovereignty from being product- or brand-centric to being user-centric. How to be user-centric? It requires not only good products that meet consumers' physiological and functional needs, but also making users feel brand value through 'value perception'. For example, JDB's brand positioning is the classic slogan 'Fear of getting heaty? Drink JDB.'
田静Training | How Can Brand Personnel Communicate Efficiently with Distributors?
Most discord between manufacturers and distributors stems from communication, especially at month-end when brand salespeople face performance pressure and distributors face cash flow and inventory pressure, leading to frequent arguments and fallouts. This article explores the underlying logic of efficient manufacturer-distributor communication, including the four factors of fact, viewpoint, stance, and belief, and emphasizes the need for brand personnel to elevate their thinking dimensions from linear to multi-dimensional to better serve distributors of varying scales.
高级研究员 海游Chinese Brands Under the Pandemic: Who Has Been Held Back?
The recurring COVID-19 pandemic has added variables to the reshaping of the brand landscape in the consumer industry. The outbreak in 2020 and its continuation have changed the consumption concepts and shopping behaviors of the new generation, directly impacted supply chains and sales across online and offline channels, and impacted primary market financing for new consumption. New consumer brands have been hit hard by this 'force majeure.' Meanwhile, established brands have readjusted their positioning and products, launching strategic counterattacks against new brands. Under the pandemic, what will be the outcome of the battle between new and old brands?
大君How Can New Products Seize the Key Moments of Sell-Through?
A new product's sell-through is determined by two key factors: per-store sales volume and the number of outlets. Even a bestseller like Coca-Cola averages only 4-5 bottles per store per day, so expectations for new products should be realistic. The key is to find differentiated channels and maintain effective outlets through regular visits, while also leveraging experiential marketing at critical moments to drive purchases.
冯瑶The Plight of Domestic Sodas: Can't Beat the Two Colas, Can't Go National
Bingfeng withdrew its IPO application before passing review. In fact, other domestic soda brands like Beibingyang and Jianlibao also had hopes of going public, but nothing came of it. Some regional brands like Dayao have achieved sales of about 3 billion yuan, but after more than a decade, no truly national domestic soda brand has emerged.
王辰Spanning Three Centuries and Five Trips to Space: What Can We Learn from This Brand?
A great enterprise and brand can only be achieved by traversing multiple eras. In 1837, Procter & Gamble was founded; in 1867, Nestlé; in 1886, Coca-Cola; and in 1888, Lee Kum Kee. These companies and brands have spanned three centuries and remain category leaders today. What sustains these century-old brands through changing times and political-economic cycles? After reviewing their development, we find commonalities: relentless pursuit of quality, marketing, and innovation.
小新Acting as Distributor for Yanghe, Uni-President, Want Want, JDB and Other Brands, Achieving Annual Sales of 80 Million in a Fifth-Tier City: How Did He Do It?
Recently, during market research in first-tier markets such as Henan and Hebei, we visited a number of distributors and city managers and walked the market. In the process, we found many points worth pondering. In the past, New Distribution has been reporting on outstanding distributors, including benchmark distributors with annual sales of 70-80 million in lower-tier cities, as well as excellent large distributors with annual sales of hundreds of millions or even billions in developed cities. These excellent cases have given us an illusion: the trading and circulation market environment seems not bad, and most distributors are doing well. But in fact...
周群The Century-Long War: Coca-Cola vs. Pepsi
The more fiercely brands compete in marketing, the more it proves the battle is insignificant; true life-or-death struggles don't happen in the public eye. The rivalry between Pepsi and Coca-Cola is more like mutual traffic-boosting and flirtation. This article explores the nearly century-long love-hate relationship between Pepsi and Coca-Cola, discussing the survival strategy of being the 'perennial second place.'
IC实验室Human Happy Luosifen Teams Up with Tan Jianci to Dominate Focus Media, Creating a Craving-Satisfying Delight for Young People
Luosifen, a local internet-famous snack, is becoming a powerful "mudslide" in the new consumption track with its unique flavor, giving rise to a hundred-billion-yuan industry. Beyond snack shops nationwide, numerous emerging luosifen brands are gaining popularity among young people through differentiated advantages. Recently, the new brand Human Happy Luosifen, together with its spokesperson Tan Jianci, has been dominating Focus Media's elevator screens, launching an "immersive" brand marketing campaign targeting mainstream consumers to establish itself as the ultimate craving-satisfying delight for young people. Striving to be the pinnacle of luosifen...
New DistributionDada Group's Q1 Report Shines: JD Daojia Continues to Amplify Brand Voice and Drive Incremental Growth
Dada Group recently released its Q1 2022 financial results, showing significant growth. JD Daojia's revenue reached RMB 1.4 billion, up 80% year-over-year. Despite multiple external pressures, the company delivered a strong performance. As a leading instant retail platform, JD Daojia's GMV reached RMB 49.1 billion as of March 31, 2022, up 74% year-over-year.
秦淮All the Liu Genghong Girls Are Buying: What Is the Healthy Instant Food Brand 'Lihaoji'?
Lihaoji is a new consumer brand launched this year, with its first batch of healthy instant food products hitting the market in April, positioned as '24-hour healthy instant food for any time.' Adopting a product philosophy of reduced oil, salt, and sugar, combined with the latest generation of FD freeze-drying technology, it offers consumers healthy instant food that can be enjoyed at any time without extra metabolic burden. The first three products are: Hot Pot Beef Noodles (spicy), Egg-Flavored Beef Congee (mildly spicy), and Mushroom Chicken Shreds Congee (fresh soup flavor).
New DistributionThe Three Core Points of BC Integration Marketing in GT Channels
In recent years, the FMCG industry has witnessed significant events, including the rise of Zhong Shanshan as China's richest person and the emergence of new brands. This article explores the current state of GT channels, the necessity of BC integration, and provides a framework for implementing it through infrastructure, operations, and specific cases.
科特勒增长实验室How to Build a High-Performance Marketing Team from a Practical Perspective?
Improving team combat effectiveness requires training, and as the FMCG industry enters a shrinking market, the value of human efficiency is amplified, prompting many manufacturers to gradually improve their training teams. Having participated in numerous corporate trainings, I've found a common issue: brands often resort to last-minute information cramming in the face of urgent matters, and despite the trainer's best efforts, results fall short of expectations.
高级研究员 海游Franchisee Misconduct Forces Apology from Pagoda
On May 7, Pagoda, which is preparing for its Hong Kong IPO, issued an apology on its official Weibo after a video exposed two franchise stores selling overnight or spoiled fruit and misrepresenting small pineapples as large ones. The incident has raised concerns about the company's heavy reliance on franchise stores and its ability to maintain quality control.
张霏Stranded in Shanghai, the Oat Milk Market Faces an Emergency
Oat milk entrepreneurs in China are facing a severe downturn as COVID-19 lockdowns in Shanghai and Beijing shut down coffee shops and tea houses, their primary sales channels. With orders down by 60%, the industry's growth engine has stalled, exposing the fragility of a market heavily reliant on the coffee sector.
苗正卿Targeting Sweat Scenarios in Sports, What is the Market Prospect of Blue Moon's Sports Laundry Detergent?
On May 10, the signing ceremony for the official exclusive supplier of the 31st Summer Universiade and new product launch was held. At the event, Blue Moon announced its role as the official exclusive supplier and launched a major new product: Blue Moon Sports Laundry Detergent. As an industry leader, sponsoring a world-class sports event and launching a sports-specific detergent raises questions about the strategy and uniqueness of this product. New Distribution, as an observer of industry channels, analyzes this from a distribution perspective.
秦淮Why Are There No Mass-Market Brands as National Icons Like High-Tech?
The 'soda war' between Genki Forest and Coca-Cola/Pepsi is heating up, prompting a discussion on domestic vs. foreign brands. The author argues that while China's high-tech achievements have become national icons, mass-market brands are only now beginning to overturn foreign dominance, following the pattern set by Li-Ning in apparel and Genki Forest in beverages.
刘春雄Leading the "1935" Super IP: What Makes These Two Products Stand Out?
Recently, a special event for Moutai 1935 was held on the "i Moutai" platform, marking the second such event since the platform's launch and the first dedicated to a single major product. Since its official release in mid-January, Moutai 1935 has been in high demand, with multiple e-commerce platforms selling out instantly and a comprehensive lottery win rate of less than 1% on "i Moutai". Another representative product of the "1935" super IP, Renhuai • 1935, is also in short supply. According to public reports, Renhuai • 1935 sold out its primary market quota within just half a month of its official debut, making it extremely difficult to find.
New DistributionWe Studied the Offline Practices of Over 100 New Consumer Brands and Summarized Four Basic Rules
Internet circles often use a 'three-stage' analogy for business operations: from 0 to 1, from 1 to 10, and from 10 to 100. For a company's market size to grow from 0 to 100 million yuan, the core element is innovation, whether in category or product. However, many new consumer brands struggle to grow from 100 million to 1 billion yuan, not because the product or marketing is poor, but because offline channels are the real battlefield for scaling from niche to mass market. This article observes the offline practices of numerous new consumer brands and summarizes four basic rules: density over total volume, finding the sales logic, maintaining a stable value chain, and achieving omnichannel integration.
王玉Instant Retail Helps Brands Achieve 'Quality' Business Growth
During the May Day holiday, which is second only to Spring Festival and National Day in importance, coupled with sporadic COVID-19 outbreaks, the instant retail sector experienced explosive growth once again. Meituan Flash Purchase stood out by collaborating with numerous leading brands on cross-industry marketing, elevating holiday promotions to new heights. Although this year's data hasn't been released, based on past campaigns like 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is inevitable.
秦淮Nestlé's 'Drug-Related' Adventure
On May 6, global food giant Nestlé trended on social media after a large quantity of cocaine was found at its Swiss factory. Although Nestlé discovered and reported the cocaine, emphasizing that it did not come into contact with any products or production equipment, the incident once again put Nestlé at the center of food safety concerns. Over the years, multiple batches of Nestlé products have been denied entry into China, and the company has faced numerous product recalls globally.
AI财经社Sharkfit x Chinese Character Art: Multi-dimensional Upgrade Strategy Builds Brand Core Moat
Founded in 2017, Sharkfit is the pioneer of healthy ready-to-eat chicken breast and the top-selling brand online. Through a comprehensive brand upgrade with Chinese Character Art, it aims to strengthen its brand identity, IP, packaging, and content systems to build a core competitive advantage.
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