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Why Can't Low-Alcohol Drinks Produce a 'Perfect Diary'?
The once-hot low-alcohol drinks sector is cooling off, with many brands disappearing and investors losing interest. Despite the influx of capital and new brands targeting young female consumers, the market remains niche, lacking a dominant leader and facing challenges in offline distribution and consumer education.
财天作者Dark Under the Light: A Common Ailment of Mid-Tier FMCG Brands
The article discusses the 'dark under the light' phenomenon in mid-tier FMCG brands, where companies neglect their base markets near production bases. It provides indicators to identify this issue, strategies for distribution network layout, supply chain optimization, and replication of successful base market models.
高级研究员 海游Why Are New Consumer Brands Struggling to Enter Traditional KA Channels?
In recent years, many new brands have emerged in the FMCG market, including innovative brands that created new subcategories and internet-famous products favored by young consumers. However, these brands primarily operate through online channels like Taobao, JD.com, and Douyin e-commerce, making them hard to find in physical retail stores. This situation poses two challenges for brick-and-mortar retailers: difficulty in enhancing category differentiation and segmentation offline, and aging product portfolios that fail to attract younger shoppers.
张思遥In-depth | Snow Beer Ignites Guizhou Market, QR Code Marketing Achieves 76% Scan Rate: We Summarized 9 Lessons
In March 2022, the New Distribution team visited Guizhou and had in-depth exchanges with the China Resources Snow Breweries Guizhou Marketing Center team. Thanks to the precise impact of digital marketing,勇闯天涯superX achieved a 175% year-on-year sales growth from January to February 2022, and a 146% growth in 2021 compared to 2020, gradually forming the momentum of a core big product. How did the Snow Guizhou team do it? What are their plans and thoughts for future digital marketing? With these questions, the New Distribution team visited Guizhou again...
任文青AndyQingshan Capital: Dear Consumer Entrepreneurs, Please Face Reality
Products suddenly stop selling, capital retreats, and supply chains break. Qingshan Capital urges consumer entrepreneurs to abandon illusions, accept reality, and refocus on fundamentals, as short-term traffic and capital dividends are gone, but long-term consumption-driven growth, tech commercialization, and brand-building remain unchanged.
与创业者同行的New Choice for Nutritious Breakfast: Eating Cake ≈ Drinking Milk?
In today's fast-paced life, many young people struggle to have a quick yet satisfying meal. Xiaobai Xinli Ruan positions nutrition as its core value, selects local ingredients, and develops new Chinese-style bakery products based on research on Chinese taste preferences, aiming to provide more nutritious and convenient meal replacements.
New DistributionNew Consumer Brands Must Have the Boss Personally Lead Offline Expansion!
Many new consumer brand founders may question or even scoff at the idea that the boss must personally lead offline expansion. While it's fine if the brand aims to be a niche player, becoming a leading brand in a category requires conquering the offline market, which demands patience and a shift in mindset.
袁来Coke Gets Angry Again: A 28-Year Siege
The production of carbonated drinks is simple: inject carbon dioxide under pressure into sugar water. Interestingly, Coca-Cola and Pepsi, the two giants of global carbonated drinks, are like a bottle of cola—they fizz over if anyone loosens their cap. According to media reports, at the start of 2022, the two cola giants issued a threat: "This year, we are determined to bring down Genki Forest." "By 2022, there will be no more Genki Forest sparkling water in the market." A downstream distributor of Coca-Cola told The FunTalk that they had heard the rumors, but so far, Coca-Cola has not taken any specific targeted actions.
最话团队How Can Brand Owners Efficiently Connect with Retail Outlets? Two Key Tools Are Indispensable
In the FMCG industry, sales representatives are the crucial, often sole, link between brand owners and retail outlets, but this single-line connection carries risks such as information loss and limited interaction time. To address this, brand owners can leverage enterprise WeChat and B2b platforms to directly engage store owners, enabling efficient communication, personalized promotions, and seamless ordering, thereby building a robust customer operations system.
助力客户成功的Ten Years in the Making, the Hidden Dragon Emerges! Asian Soda Sparks a 'Warring States' Battle in the Soda Market!
A bottle of soda not only represents a city but also a generation's memories! With the resurgence of national trends and consumer shifts toward sugar-free and diversified options, the domestic soda industry is experiencing a 'spring revival' after a period of decline. Standing at the crest of 2022, looking back, the world's 'two colas' are losing their dominant arrogance! From the rise of Genki Forest in 2016, which leveraged internet thinking and anchored on healthy, sugar-free concepts to ride the right wave, to 2020's 'Year One of Soda' when a wave of domestic sodas surged...
New DistributionA Comprehensive Guide to Brand Seeding and Harvesting on Xiaohongshu
This article focuses on the content seeding module during the brand infrastructure building phase, specifically for the Xiaohongshu platform. It provides a guide covering three parts: current development and future priorities, audience profiles and behavioral insights, and seeding logic and harvesting models.
布兰德老白From Du Guoying and Xiao Guan Tea: Brand Marketing Opportunities for Chinese Agricultural Products
In 2008, Xinhua News Agency published an article titled "China's 70,000 Tea Companies Cannot Match One Lipton," highlighting the issue of China's tea industry being "large but not strong." To this day, the branding problem in the tea industry remains unresolved, and the industry is still highly fragmented. However, Xiao Guan Tea has emerged as a benchmark case in branding in recent years. In a recent interview with Xiao Guan Tea founder Du Guoying in Li Xiang's series column "Detailed Talks," the author gained deep insights into his product development approach, which is worth learning from. Today, we set aside the tea industry to explore a deeper question: how to build a brand like Xiao Guan Tea in a highly fragmented industry.
道农In the 40 Billion Yuan Chili Sauce Market, Neither Laoganma nor Hubang Can Save It
Laoganma, which is appearing less frequently, has raised prices, breaking the price benchmark in the chili sauce market. As new brands like Hubang enter, the market may expand, but Laoganma's dominance is challenged by changing consumer tastes and increased competition.
关注老干妈的Why Is Soda a Good Business?
As spring arrives, the beverage sales season approaches, and companies are launching new products. However, the author expresses disappointment with this year's new offerings, noting that while they are innovative, they may not survive long. The article argues that truly good products often conflict with profitability, using soda as a case study to illustrate that despite health concerns, soda remains a lucrative business due to consumer behavior and market dynamics.
冯瑶Jiang Nanchun: 30 Years, 10 Billion Yuan, 99 Lessons
In 2022, marking my 30th year in brand marketing and the 20th since founding Focus Media, I've distilled insights from thousands of client interactions and my books into 99 reflections on brand building, media strategy, and market dynamics, sharing them for collective wisdom.
江南春An "Alternative" Distributor's Transformation: Abandoning First-Tier Brands to Focus on Second- and Third-Tier Brands, Building a Channel Moat with 200 Sales Associates!
New Distribution has previously reported on many practical cases of distributor transformation, covering areas such as business management, organizational change, warehousing and logistics, and channel expansion. However, cases involving brand transformation are rare. Since the brands a distributor represents form the foundation of their business, this might seem like a topic with little to discuss. But after reading today's case, you will surely admire the boldness and courage of this distributor. As is well known, holding the agency for a well-known first-tier brand is like having a "treasure" for a distributor...
袁来The Marketing Methodology Behind Florasis
Florasis, founded four years ago, has surpassed 3 billion yuan in revenue, making it the fastest-growing dark horse among new domestic cosmetics brands. Behind this success, the marketing methodology of its founder, Wu Chenglong, honed through years of practice, is crucial. But can this methodology endure?
金梅From 2021 to 2022: 10 Key Brand Trends We've Summarized
In 2021, the consumer industry and brands faced both the best and worst of times. With dividends from new demographics, platforms, capital, and infrastructure, Chinese consumer brands rose rapidly, but as dividends faded, the law of the jungle prevailed. This article summarizes five key trends for 2021 (niche categories, wild consumption, rational consumption, from seeding to tree planting, and the metaverse) and five for 2022 (content as a carrier, brand-effect synergy, people-centricity, spiritual consumption, and consumption equality).
刀法行研When We Talk About Product Innovation, What Are We Really Talking About?
In very small categories, on one hand, it's hard to scale up; on the other hand, the scalability of audience and channels is extremely poor. 2. There is demand but no scenario. The second typical problem is that there is demand, but there is no scenario at all. For example, low-alcohol sparkling wine has seen a surge of brands in recent years, claiming to target light drinking scenarios with high aesthetics and precise pain points, which can trigger impulse purchases but fail to drive repeat purchases. Why? Because there is simply no scenario. This is crucial, and I will explain in detail later why without a scenario, a product cannot succeed.
赵波Learning New Things from 'Old' Consumption
While new consumer brands have captured attention with rapid growth and innovation, many have struggled with sustainability. By examining established brands like Anta, Li-Ning, Yili, and Dongsheng Beverage, this article explores how they overcame challenges through strategic acquisitions, brand upgrades, channel deepening, and market expansion, offering lessons for emerging enterprises.
申南风A 98-Yuan Box of Jelly Sold Out on Its First Day?! What's Liuliumei's Secret?
Recently, a news story about a box of jelly priced at 98 yuan selling out on its first day went viral, sparking widespread discussion. The jelly, which turned out to be Liuliumei's groundbreaking new category 'Mei Dong', saw explosive sales upon launch, with distributors scrambling to order it.
小新From Internet Sensation to Lasting Brand: A Roadmap for New Consumer Brand Value Breakthrough
In 2022, new consumer brands will face a major reshuffle. With platform dividends fading, customer acquisition costs rising, and the capital market cooling, new brands that have used traffic to create hit products and complete the 0-to-1 stage will face a crucial challenge: how to break through the GMV-oriented growth model, enhance core value, and truly embark on brand building. As a non-typical brand professional with an economics background, systematic international MBA training, and entrepreneurial experience, I have been thinking since last year about constructing a practical brand system for emerging brands.
EvaA Comprehensive Review of Pre-made Dishes on Sale Online: 5 Types of Players and 6 Best-Selling Products
This year marks the first year that pre-made dishes have stormed the New Year's Eve dinner market. A quick online search reveals an overwhelming variety of dishes, types, and brands, with professional pre-made dish companies, catering enterprises, agricultural and aquatic product companies, traditional frozen food companies, and retail enterprises all vying for a share. Among the best-sellers are hot pot items like coconut chicken and beef bones, as well as gift boxes priced at 300-400 yuan, which are particularly popular.
张鳗鱼Carrefour and New Internet-Famous Brands: Who Is Whose Lifeline?
Traditional large supermarkets, facing declining foot traffic, are increasingly stocking internet-famous new brands, while these brands seek offline presence to sustain growth. This mutual need reflects a strategic alignment, though neither may fully serve as the other's savior.
王明雅