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Is There Still a Chance for New Products in the Face of the 'Soda King' Coca-Cola?
In March, Coca-Cola's two bottlers in China, Swire Coca-Cola and China Foods (COFCO Coca-Cola), released their 2021 financial reports. Swire Coca-Cola's mainland China revenue was approximately 23.884 billion yuan, and China Foods' revenue was 19.784 billion yuan, totaling 43.668 billion yuan for Coca-Cola in mainland China in 2021! Among them, both companies' main product, soda, achieved double-digit growth. Swire Coca-Cola's soda revenue grew by 14%, with revenue of approximately 16.8 billion yuan; China Foods' soda grew by 13%, with revenue exceeding 15 billion yuan.
冯瑶Treat Digitalization as a Business Model!
In 2021, the ranking of China's energy drink industry changed. According to Dongpeng Beverage's financial report, its sales reached nearly 7 billion yuan, with the super single product 'Dongpeng Tequila' contributing 6.592 billion yuan, accounting for 94.66%. By tonnage, Dongpeng surpassed Red Bull for the first time to become the No.1 energy drink brand in China. How did this brand, once called 'copycat Red Bull', achieve such a comeback?
任文青AndyThree Squirrels: Walking a Difficult but Right Path
Three Squirrels has long faced growth challenges. In 2021, it achieved revenue of 9.77 billion yuan and net profit of 411 million yuan, up 36.43% year-on-year. However, in Q1 2022, revenue fell 15.85% to 3.089 billion yuan, and net profit dropped sharply. The company has announced a strategic transformation from e-commerce to omni-channel and from single brand to multi-brand, focusing on offline distribution and closing underperforming stores.
田静The New Tale of 'Buying the Casket and Returning the Pearl' in Food and Beverage
Food and beverage brands are increasingly investing in elaborate packaging and freebies, from coconut shell cups to hair clips, creating a 'buy the box, return the pearl' phenomenon that drives consumer desire and social sharing. This trend offers lessons in brand building and consumer engagement.
FBIFWorld Book Day: Yangyuan Six Walnuts Teams Up with Fan Deng for a Knowledge Feast
On April 23, World Book Day, Yangyuan Six Walnuts partnered with Fan Deng, founder of Fan Deng Reading APP, as the 'Chief Knowledge Partner' to present a knowledge feast themed 'Knowledge Evolution: Answers in Books'. This collaboration underscores the brand's commitment to knowledge marketing and its focus on brain health nutrition.
澄韵Why Is It Hard for Big Brands to Innovate Successfully?
Innovation is often attributed to luck, but big brands launch numerous new products each year, yet many fail within a year. Despite having ample R&D capabilities, consumer insights, and distribution channels, big brands like Coca-Cola, Nongfu Spring, Uni-President, and Master Kong struggle to sustain successful innovations. The core issue lies in organizational rigidity, path dependency, and the mismatch between new products and existing marketing systems. To innovate successfully, companies need to create an organizational system that fosters innovation, such as establishing a 'Blue Army' unit with autonomy and modular organizational structures.
赵波Going Offline: The Urgent Task for Brand Owners is Dealer Sorting
In late 2013, Nongfu Spring's annual sales had just exceeded 10 billion yuan, but growth hit a bottleneck, prompting the company to reform its dealer network. As an assistant to the operations director, I developed five evaluation indicators for dealers—supply chain capability, financial strength, channel coverage, operational efficiency, and organizational strength—and successfully adjusted several dealers. This reform proved crucial for future growth. The article emphasizes that brand-dealer cooperation success depends on matching, and provides frameworks for evaluating dealers, including six key capability indicators and three critical points for adjustment.
高级研究员 海游Unlocking the BbCc Link: New Product Hits the Market in 3 Months—Why Shahe Tequ's Digitalization Deserves FMCG Industry Attention?
This year, New Distribution has extensively covered bC integration and channel digitalization cases, mostly from leading brands. However, their methods may not suit smaller brands due to differences in scale and resources. In a recent in-depth exchange with Cao Jinqiang, Marketing Director of baijiu brand Shahe Tequ, we explored their innovative "3 x 3" model. Without any advertising spend, they leveraged 10 core terminal stores, 100 big C customers, and 1,000 precise users to achieve rapid market activation: 50 boxes per store monthly, 800 boxes per county, and market ignition within three months. This practice offers valuable insights for the entire FMCG industry.
任文青AndyPartnering with Olympic Champion Guo Jingjing, Master Kong Packaged Drinking Water Earnestly Crafts 'National Good Water'
Despite the global economic downturn, China's packaged drinking water industry continues to grow against the trend. Data shows that in 2020, sales volume increased by 16.78% year-on-year, with sales revenue up 7.04%. The Drinking Water Professional Committee of the China Food and Drug Promotion Association predicts that the market is entering a new phase of development and upgrade, with household consumption becoming a key growth driver. Focusing on healthy home hydration and expanding indoor water usage scenarios has become the keyword for 2022. Recently, Master Kong Packaged Drinking Water announced Olympic champion Guo Jingjing as its brand ambassador, further deepening its brand proposition of 'Choose Peace of Mind, Choose Health' and strengthening its position as 'national water' in household scenarios.
New DistributionFrequent Occurrence of Large-Age Inventory: How to Resolve This "Brand Red Flag"?
With the recurring pandemic, the issue of large-age inventory has become one of the more prominent problems for manufacturers and distributors. How to effectively avoid the generation of large-age inventory and minimize losses across the supply chain? Based on past experience, the author offers suggestions and digital application cases to inspire manufacturers and distributors. At its core, large-age inventory arises when the quantity of goods purchased exceeds the speed of sales, leading to slow-moving stock—a dynamic process. Causes include inaccurate distribution, overstocking, channel disruptions due to unexpected events, and poor customer inventory management. Solutions require both preventive measures and post-event handling.
邢仁宝Consumer Disconnect: A Brand's Nightmare
Many FMCG brands beloved by the post-70s and post-80s generations are losing favor with the post-90s and post-00s. This is often attributed to product aging or changing consumer needs, but the real issue is a disconnect caused by tactical, executional, and strategic misalignments. To avoid this, brands must engage consumers across all age groups through multi-dimensional touchpoints and adapt to evolving consumer behaviors.
高级研究员 海游Tea Drink Market Sees Ice and Fire, Meco Honey Valley Juice Tea Stands Out!
Is tea a good business? The answer is yes. In 2021, new-style tea drinks surged, with financing rounds and amounts hitting record highs, and '10,000-store brands' and 'new tea stocks' emerged. At the same time, fierce competition led to closures of many internet-famous brands. Amid this 'ice and fire' scenario, the industry is focused on segmentation and integration. Meco Honey Valley Juice Tea has carved out a new category and achieved phenomenal success.
田静Fanta's 'Double Standards' and Coca-Cola's Weakness
Fanta orange has been accused of using different ingredients in the UK and China, sparking a 'double standards' controversy. As Coca-Cola's carbonated drinks already face declining sales, this adds to the company's challenges.
财天作者SMEs: Don't Build a Brand and Die, Build a Brand and Die?
This article uses data from the National Advertising Research Institute's top 100 case studies to prove that brand building is an art that reduces trust costs and increases transaction premiums, while traffic is just a tactic. It argues that SMEs should adopt a dual-wheel strategy of brand and traffic, with a recommended initial budget ratio of 3:7 for brand versus traffic, and provides examples like Ulike, ibaby, and Daily Black Chocolate to illustrate the benefits.
陆星集Beverage Entrepreneurship: Starting with 100 Sports Venues, 100 Refrigerators, and 100 Scene Ads
Beverages, as the category with the largest market capacity and the most frequent and rigid demand in FMCG, have always been the first choice for entrepreneurs in the industry. However, despite the large capacity and steady growth, it is not easy for entrepreneurs to truly make a name for themselves. This article discusses two types of beverage entrepreneurship: those that are flashy but not profitable, and those that are profitable but lack innovation. It then delves into the case of Yuaneng Sports Drink, which started by securing 100 sports venues, 100 refrigerators, and 100 scene ads, and shares insights on finding opportunities in a red ocean market and executing a ground-level strategy.
袁来Frequent Hits: Deconstructing a1 Snack Research Institute's Marketing Methodology
In March 2022, a1 Snack Research Institute held its '2022 New Product Strategy Launch Conference', releasing this year's bakery new products and introducing the meat product line 'a1 Love Meat'. At the same time, a1 partnered with spokesperson Yang Yang to attract consumers through interactive marketing, and formed a strategic cooperation with Xinchao Media to leverage community elevator media nationwide for strong brand exposure. As an FMCG brand established less than six years ago (founded in 2016), achieving such high visibility is rare. Of course, it's not just visibility; in the market, they have also produced frequent hits...
秦淮A 30-Billion-Yuan Blue Ocean: What Kind of Business Are Expiring-Food Stores?
A bottle of French Perrier water, normally priced at 12.8 yuan, sells for 5 yuan here; a can of Lay's chips, usually over ten yuan, can be bought at half price. Expiring-food stores, represented by HotMaxx, are sweeping through first-tier cities like Beijing, Shanghai, and Guangzhou. According to iiMedia Research, China's total snack sales reached 3 trillion yuan in 2020, implying a potential market supply of at least 30 billion yuan. With such promising prospects, capital has poured in. In 2020...
李树烽Forget Demographic Targeting: The Way Out for Small and Medium Brands
Demographic targeting has a flaw: traditional thinking is dooming products' futures, and the golden rule we always cite is sending many products and brands down a dead-end road. A flaw overlooked by everyone has put demographic targeting on a pedestal. Should we now demote it, or view it with skepticism? The answer lies in our marketing practice. Let's search for the truth with doubt. A CEO might say: 'My product is designed for young people, with super competitive selling points, a new-generation substitute, a large market capacity, and it fits the target group's lifestyle, with pricing aligned with channel promotion interests.'
张大力Facing Product-Type Decline, How Can Brands Create Super Single Products?
In the FMCG industry, apart from channel and brand strength, is the product itself the core competitiveness of an enterprise? Yes and no. Yes, because some non-first-tier brands have quickly captured leading category positions with their products, while some first-tier brands have seen all efforts wasted due to product issues. No, because the underlying logic is that today's FMCG market will not sustain a brand solely on one super single product; the core competitiveness is not the product itself but the brand's ability to create products. For example, Nongfu Spring's new products are highly likely to lead in their categories, and it is this product creation capability that is the core competitiveness.
高级研究员 海游New Consumer Brands Are Creating "New Blood" from 9 Directions
Previously, many new consumer brands could quickly gather their first batch of "supporters" by positioning in niche tracks and using influencer marketing and high-aesthetic products. However, after the limited "category dividend" is consumed, converting consumers into brand fans is no longer easy. As the dividend fades, Morketing observes that new consumer brands are creating "new blood" by deeply cultivating "internal strength" from different directions to build brand barriers.
MorketingWhy a Successful Product Must Be a Successful Marketing System?
In recent years, many new consumer brands have risen, but why do many products disappear within months of becoming hits? Is it due to competitor imitation, fickle consumers, or poor marketing? While these reasons have merit, the question remains: if these factors were absent, would the product necessarily succeed? Analyzing successful brands often focuses on what they did right, such as Yuanqi Forest's sugar-free positioning or Taishan Beer's short-shelf-life focus. However, earlier brands had already used similar approaches with similar products, yet they failed. The key insight is that a brand's success is not just about the product but about a successful marketing system.
赵波The Life-and-Death Game of Childhood Flavors: Ovaltine 'Leaves', ColaCao 'Disappears'
Before home quarantine, I happened to see ColaCao's rolled cake at a convenience store near my office. ColaCao? A familiar yet unfamiliar name. Reflecting on it, it seems we haven't seen the iconic yellow can with a red lid of ColaCao's powdered drink on shelves for a long time. Even the rolled cake still on sale is squeezed into a small corner of the shelf. In contrast, Ovaltine is always visible in convenience stores and supermarkets: Ovaltine oat milk drinks, Ovaltine sandwich cookies, Ovaltine sandwich cakes, Ovaltine lava bread, and even Ovaltine-flavored ice cream... However, in our childhood memories, the most common form of Ovaltine was a powder similar to ColaCao's. As the tide of the times surges forward, why has ColaCao, a childhood memory, 'disappeared'? And why has Ovaltine chosen to step out of the powdered drink category? Two international brands with many similarities, yet why do they have such different fates today?
FBIF10,000-Word Guide: How to Build a User-Centric Brand Through Private Domain?
As the concept of private domain traffic explodes, many brands and companies invest heavily in it. Some use simple, blunt tactics like mass-sending coupons for quick conversions; others adopt refined operations with user tagging, membership programs, and standardized SOPs. While these can boost performance in the short term (1-2 years), they eventually hit bottlenecks, especially after group folding limits coupon effectiveness. The long-term core value of private domain lies in perfectly creating a 'user-centric brand'.
三十Picked and Bottled in Just 5 Days! Nongfu Spring's Oriental Leaf Spring Limited Edition Longjing Tea Raises the Industry Bar Again
According to a report by Dongxing Securities, driven by growing health awareness among Chinese consumers, retail sales of unsweetened tea beverages in China have grown rapidly, reaching 4.1 billion yuan in 2019 with a CAGR of 32.6% from 2014 to 2019, far exceeding the overall growth rate of tea beverages. It is expected to maintain over 20% growth from 2019 to 2024, with sales reaching 11.5 billion yuan by 2024, accounting for 12% of the market. On March 31, ahead of the Qingming Festival, Nongfu Spring's ready-to-drink tea brand Oriental Leaf launched its first spring limited edition product in 11 years—Longjing New Tea.
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