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Browse 3215 New Distribution articles about Brand Marketing.
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How to Do Marketing in 2022? Look at Several Marketing Development Trends from 2021-2022
Reviewing 2021, many new marketing tactics emerged, such as the new concept of 'metaverse' and 'private domain traffic'. This article sorts out several marketing focuses, key words, and marketing development trends in 2021 for reference by brand owners and distributors in the upstream and downstream of the industry.
New Distribution20,000 Words, 108 Reflections: My Third Year of Entrepreneurship on Marketing, Management, and Life
2021 was my third year of entrepreneurship and the hardest year of my life. I went through the bottleneck period of a founder and transitioned into a new role as a mother. Throughout this process, I constantly explored two things: 1. What is happening in the world, and what can I bring to it; 2. How do I see myself, and what kind of person do I want to become. I have always believed that my relationship with myself is inseparable from my relationship with the world. In this exploration, many systematic thoughts have been organized into articles, but many fragmented reflections remain, like seeds waiting to sprout.
刀姐dorisWhere is New Consumption Heading in 2022? a1 Snack Research Institute's Zhou Weiping: Marketing Front-End Can Be Replicated, but Supply Chain Back-End Cannot Be Rushed
In the past six months, as capital has returned to rationality and traffic dividends have declined, voices predicting a downturn in consumption have grown louder. At the Second China New Brand Wave Conference, Zhou Weiping, founder of a1 Snack Research Institute and a 20-year veteran in the food industry, offered contrarian views on mainstream consensus, sharing deep insights on product innovation and supply chain for new brands' future development.
陈文曦The Truth About Chinese Yogurt
Following the publication of Shangyin Society's article "The Chinese Yogurt War," extensive reader discussions revealed that the yogurt industry holds many hidden truths unknown to ordinary consumers. Through interviews with over a dozen industry insiders, this article explores why milk sources are a critical bottleneck for dairy companies, why bacterial strains are considered the "chip" of the yogurt industry, and how foreign capital has quietly penetrated China's dairy supply chain.
商隐社A Comprehensive Online Battle Manual for Brands
Omni-channel growth is an inevitable path for brands. This article focuses on the stages most brands are currently in or about to enter, from content seeding in brand infrastructure building to social diffusion in brand culture communication, providing a relatively complete battle manual for major online platforms. The article is divided into three main parts—Content Diversification, Marketing Flexibility, and Digital Operations—summarized as 3D-Power.
布兰德老白What Three Lessons Can Today's Consumer Brands Learn from Unilever?
Unilever, a global FMCG giant with over 2 billion daily users and annual sales exceeding $50 billion, has achieved ubiquity through flexible localization strategies, a focused brand portfolio, and a commitment to sustainable development. Its success offers key lessons for modern consumer brands.
妮蔻Budweiser APAC's Net Profit Surges 84.8%: Is Its Premium Positioning Worry-Free?
From IPO setbacks to internal pressure, Budweiser APAC's recent journey has been dramatic. Despite internal and external challenges, the company staged a strong comeback with its premium positioning. According to its 2021 financial report, Budweiser APAC (01786.HK) achieved revenue of $6.788 billion, up 14.9% year-on-year, and net profit of $980 million, up 84.8%. The announcement showed that premium and above-premium products saw double-digit growth across all major markets, driven by positive packaging and brand mix.
尹凯Why Don't New Consumer Brands Get Repeat Purchases?
The article argues that the pursuit of making the ultimate product is a false concept, as exemplified by craft beer's failure in China due to high costs. It emphasizes that FMCG success lies in creating classic products that meet unchanging consumer needs, and that marketing and channel building are more critical than R&D for new consumer brands.
赵波In the New Retail Era, How Should FMCG Companies Transform Their Marketing Strategies?
At the Alibaba Cloud Computing Conference in October 2016, Jack Ma first proposed the concept of 'New Retail.' But what exactly is New Retail? Many people think of emerging sales channels like e-commerce, community group buying, and livestream selling, but it is far more than that. For example, when you browse or view something on a mobile web page, other platforms push related information to you—this is 'big data' and 'cloud computing,' which can precisely grasp consumer information and needs, and accurately push products to consumers.
史顺海A Comprehensive Review of D2C Brands: From Rise to Transformation
New consumer brands have become a hot topic this year, with any new brand labeled as such likely to attract capital and consumers. These brands differ from established consumer brands in product development, design, brand positioning, and marketing, sparking a 'consumer brand revolution' in China starting around 2015. This article reviews the rise of D2C brands in the US, their strategies, and the lessons for Chinese new consumer brands.
寻空2009Without Physical Stores, Even the Best Marketing Can't Win Consumers Long-Term
Deep distribution emphasizes building integrated manufacturer-dealer relationships, extending operational reach through distribution to retail, and gaining competitive advantage via partnerships with distributors and retailers. It addresses China-specific issues like multi-tier markets, numerous channels, fragmented retail, and information asymmetry. While technology improves efficiency, the core remains ensuring stores sell consistently; BC integration upgrades deep distribution but cannot replace physical presence.
赵波This Year's Spring Sugar Fair Has Changed? These Companies Can't Come!
As the Chengdu Sugar and Wine Fair approaches, distributors face the annual challenge of selecting authentic, new, and major-brand products with high profit and quality from a myriad of options. To promote industry self-discipline and upgrade, the Pinyinhui Premium Beverage Theme Exhibition strictly screens exhibitors with its 5A certification, ensuring zero complaints and rejecting 247 brands so far, providing a trustworthy platform for distributors.
品饮汇Traditional FMCG Brands Increase O2O Investment: Opportunities and Challenges Coexist
Compared with the volatile community group buying, O2O has maintained steady growth. Kantar Consulting's 2021 O2O report predicts that O2O sales will account for 8% of the overall retail market in 2021, with growth significantly outpacing overall online sales. Since 2020, FMCG giants like Mars and Coca-Cola have increased their O2O investments, highlighting the channel's vitality. However, as an emerging model, O2O faces issues such as collaboration among brands, retailers, and platforms, data application, fulfillment, and price balancing between online and offline.
周群Can Jinmailang Complete the 'Elephant Turn'?
As the instant food war intensifies, does Jinmailang still have a trump card? At the start of 2022, Jinmailang has been active, launching a new brand, Lamian Fan, and securing 600 million RMB in Series A funding from Jiahua Capital on January 28. These moves suggest that this 28-year-old company is undergoing the pains and disruptions of an 'elephant turn'.
锦舟No Advertising, Annual Revenue of 15 Million! What Exactly Makes Expiring Food So Popular on Douyin?
Expiring food is trending on Douyin, with some sharing tips to gain followers and others claiming to earn 15 million yuan annually without ads. Once seen as a bargain for the elderly, it now attracts young consumers, with over 40% of respondents willing to buy and recommend it, and 47.8% of buyers aged 26-35. The market is booming, but success requires navigating challenges like consumer stigma, online traffic, and supply chain issues.
波妞Investing 1 Billion Yuan to Build China's Leading 100% Juice Brand: Fulan Nongzhuang Makes a Strong Move in 2022
After 13 years of scouring the world's orchards for the finest fruit origins, Fulan Nongzhuang is doubling down on the compound juice and NFC juice markets in 2022 with the launch of a 10-fruit compound juice, aiming to become China's leading compound juice brand and break into the top tier of the juice industry, with plans to list on the main board or ChiNext within the next 3-5 years.
New DistributionWithout a Solid Foundation, Our Marketing Efforts Are Meaningless
The annual China FMCG Channel Innovation Conference, hosted by New Distribution, will be held in Chengdu from March 18-20, 2022. The theme 'Rebuilding the Foundation' has sparked significant industry discussion, reflecting a shift away from the blind pursuit of novelty and toward a strategic focus on core strengths.
新经销团队A Year of Brand Self-Broadcasting on Douyin: All for Nothing!
We spent this year helping brands run live-streaming rooms on Douyin, and this sharing is a summary of our DP services. We served over 20 brands in total, with 5-6 long-term partnerships. To sum up 2021 brand self-broadcasting on Douyin, I've distilled it into 16 characters: high-profile, policy tilt! Disappointing... Profits questionable?
红兔梁一New Consumer Brands: A Revolution or Just Another Mess?
The article discusses the 'new consumption' trend in China, arguing that true new consumer brands must reject consumerism and focus on supply-side innovation, while relying on social consensus and national brand strength to succeed.
响马老苗Covering 1.5 Million Small Stores, 100+ Leading Brands, with Monthly Marketing Spend Flowing Through Over 100 Million—How Did He Do It?
Recently, New Distribution reported on industry cases of bC integration, where brands build their own systems to connect with retail stores and reach consumers. This raises the question: if every brand builds its own system, would small store owners be overwhelmed logging into dozens or even hundreds of systems daily? In a recent exchange with Zheng Yunfan, founder of Huihe Technology, he shared insights on their digital marketing platform connecting brands and traditional stores, covering 1.5 million small stores with over 100 leading brands and monthly transaction flows exceeding 100 million yuan.
任文青AndyWhat Can We Learn from Old Consumer Giants | The Ambition of the Century-Old Nestlé Empire: Breaking Free from Historical Cycles
This article examines Nestlé's 155-year history, highlighting its acquisition strategy and internal growth tactics as key to its resilience. It also analyzes Nestlé's localized supply chain and marketing battles in China, offering lessons for new consumer brands.
愈嘉40 Sentences I Most Want to Say to You at the Start of 2022
This article discusses the importance of a company's 'basic plate' (core market) and how to grow it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, B2B transformations, BC integration, and digitalization, emphasizing the need for companies to adapt to changes in communication, products, channels, and supply chains.
赵波40 Sentences I Most Want to Share with You at the Start of 2022
This article discusses the importance of a company's 'basic market' (基本盘) as its foundation for survival and growth, emphasizing the need to reinforce it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, the shift to omnichannel and digital marketing, the role of B2B for distributors, and the integration of BC (business-to-consumer) operations, concluding that digital transformation is essential but must be based on market changes and consumer needs.
赵波Kotler's Cao Hu and Zhao Bo in Dialogue: From a Marketing Perspective, How Will Channels Evolve in the Future?
This article is a transcript of a live-streamed dialogue between Dr. Cao Hu of Kotler Consulting Group and Zhao Bo, founder of New Distribution, on the topic of channel evolution in 2022, covering trends such as channel fragmentation, digitalization, and the shift toward omnichannel strategies.
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