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2021 O2O Channel Revenue Top 100 Brands Ranking
Under the impact of the pandemic, digitalization in the retail industry has been strengthened, and brands' online transformation has accelerated. According to annual performance data from the three major O2O platforms (Ele.me, Meituan, and JD Daojia), Yili (3.58 billion yuan) and Mengniu (2.944 billion yuan) lead the top 100 brands, ranking first and second. In the 2021 O2O channel top 100 brands list, more than half of the brands achieved growth in online performance, with brands such as Wuliangye, C&S, and Wyeth showing significant growth in home delivery business, with an average monthly growth rate exceeding 5%.
小鹰报告The Truth Behind Why New Consumption Cannot Nurture Great Brands
On December 3, Xiaoxi sparked a discussion on social media: why can't new consumption create great brands? This led to an offline salon on December 4, where over ten friends gathered to exchange ideas. The article, shared by Huang Xiaojun, explores the reasons, including capital cooling, traffic-centric thinking, internal brand-building deficiencies, and the lack of time for brand-consumer relationships to mature.
洪志西Going Offline? What Does the 'Street Battle' for New Brands Really Come Down To?
A decade ago, the best marketing strategy for brands was to seize offline channels such as malls, supermarkets, convenience stores, and department stores. Ten years later, with the advent of the mobile internet, e-commerce platforms like short-video live streaming, JD.com, and Tmall have become powerful customer acquisition tools. However, as internet dividends fade and online customer acquisition costs rise, many brands face a 'ceiling.' According to Everbright Securities' in-depth report on private domain traffic, Alibaba's customer acquisition cost rose from 278 yuan per person in 2018 to 929 yuan in 2020, an increase of nearly 234%. Even Pinduoduo, with the lowest cost, saw it rise from 77 yuan to 203 yuan per person. In 2020, e-commerce accounted for 26.7% of FMCG sales, while offline channels still hold 800-900 billion yuan in sales. Thus, the offline 'street battle' is also a channel war.
朱先生Baixiang Food: 25 Years of Deep Roots for Infinite Upward Possibilities
China, with a history of five thousand years, has entered a new era, rising to the center of the world stage. Baixiang Food, reflecting on this context, emphasizes its commitment to innovation and the 'Chinese Spirit' over 25 years, focusing on Chinese flavors and social responsibility, aiming for growth in the new era.
田静Chinese Food & Beverage Startups to Watch in 2021 | Annual List
This is the fourth annual list from FoodPlus, featuring 79 startups in the Chinese food and beverage sector. The list is based on FoodPlus's observations and research, and is not investment advice.
FoodPlus团队2022 Spring Festival: Pre-made Dishes and Traditional Chinese Tonic Foods Target the Young Generation
As the Spring Festival approaches, whether staying local or returning home, annual goods are significant for both buyers and consumers. Notably, the '2022 Kuaishou Quality New Year Shopping Festival Consumption Trend Report' shows that Generation Z's online stockpiling spending increased by 254% year-on-year. This article analyzes the hot categories and brands favored by the young generation, interpreting their lifestyle and consumption demands, and outlining effective marketing strategies.
New DistributionFrom a Billion-Yuan Track to Advertising Bans: How the Betel Nut Industry Can Innovate from the Consumer's Perspective
In September 2021, the National Radio and Television Administration issued a notice prohibiting the promotion and sale of betel nut and its products through radio, television, and online audiovisual programs. The Hunan Provincial Market Supervision Administration also clarified that starting from February 1, 2022, it would no longer grant food production licenses for betel nut, bringing uncertainty to the industry. However, we do not believe the betel nut industry will cease to develop; instead, it will usher in a historic opportunity for more orderly and healthy growth, as consumers need products that bring pleasure amid the accelerated pace of work and life, such as coffee...
袁来Decoding the Omnichannel Growth Model for Brands: A Comprehensive Analysis
This article, sourced from BrandLaoBai (ID:BrandLaoBai), decodes the omnichannel growth model for brands through four stages and sixteen modules, summarizing the capabilities required as '4-In-Power'. It details each stage, from strategic positioning to cultural dissemination, emphasizing the importance of insight, implantability, intelligence, and influence.
布兰德老白As the "Internet Celebrity Economy" Fades, Traditional Channels Regain High Ground for FMCG Brands
2021 saw rapid growth in the internet celebrity economy and livestream e-commerce, with many brands entering the public eye. However, as internet marketing tactics showed signs of fatigue, both internet-native brands and traditional FMCG giants shifted focus back to traditional offline channels, reigniting competition in distribution and retail.
孙吉正National Advertising Research Institute: Deconstructing Focus Media's Top 100 Cases to See the Four Growth Logics Behind the Rise of Chinese Brands
The 2021 Central Economic Work Conference held in December 2021 pointed out that China's economic development is currently facing three pressures: demand contraction, supply shocks, and weakening expectations. Reflected in the numbers, retail sales of consumer goods in November totaled 4,104.3 billion yuan, a year-on-year increase of 3.9%; after deducting price factors, the actual year-on-year growth was only 0.5%, close to zero growth, showing the weakening of actual consumer demand. Moreover, the two-year average growth rate of physical online shopping in November dropped sharply from 15.9% in October to 9.7%, the first time it fell to single-digit growth since data became available, indicating that e-commerce, which was previously seen as growing rapidly, is also starting to hit a ceiling.
国家广告研究院Young People 'Eat' Out Another 100-Billion-Yuan Track? Probably a Misunderstanding
Consumer investment has cooled, and the value and authenticity of demand in some tracks are being re-examined. Since the second half of last year, news that a top-tier fund no longer looks at consumer deals has plunged new consumer entrepreneurship into an ice age, and functional foods, once seen as the last 100-billion-yuan track, have not escaped. According to 36Kr, a dietary supplement brand that aimed to sell 1 billion yuan in the first half of the year only achieved 60% of its sales target by December, and due to high valuations, has been unable to secure new funding.
姚兰 乔芊From a Brand Marketing Perspective: How Master Kong's Braised Beef Noodles Uses "Flavor" to Create a "Classic"
Throughout business history, successful brands have invariably implanted a powerful brand perception in consumers' minds. This perception may start as a piece of text or a symbol, but through long-term cultivation and careful crafting, it transforms into cultural recognition that directly influences purchasing behavior. Examples include "Charge for 5 minutes, talk for 2 hours," "For dandruff, of course Head & Shoulders," "Just do it," and "Visit HLA twice a year."
AmyYe Maozhong Passes Away: What Thoughts Do His Once-Popular Advertising Slogans Provoke?
Since January 14, a message has been widely shared: "Ye Maozhong, a famous Chinese marketing planning expert, died in Shanghai on January 13, 2022, at the age of 54, due to advanced cancer." His company confirmed the news on its WeChat official account, stating that "in accordance with Mr. Ye's last wishes, the funeral was kept simple. His family expresses gratitude for the concern from all sectors of society." In the comments, a veteran planner noted three points: he had the most successful cases for major brands, the most readers of his brand theory, and the most mourners upon his death, all unmatched in the industry. Ye Maozhong was hailed as the "Steve Jobs" of the marketing circle, known to all. Many netizens expressed sorrow, calling him the most admired advertiser in their university courses and a master of the marketing planning industry who created many legendary cases.
田静4 Core Strategies for Spring Festival Marketing: An Analysis Based on 13 Classic Cases
This article discusses how to execute effective Spring Festival marketing, drawing on 13 classic cases. It outlines four key strategies: issuing behavioral commands to drive purchases, integrating brand culture with festive emotions, focusing on specific Spring Festival elements, and building a long-term marketing IP.
空手Character Determines the Fate of Three Squirrels
Three Squirrels, the 'national snack' brand, has entered a period of adversity. In recent months, the brand has been hit by quality issues, a hamster found in a mail package, and advertising mishaps, affecting nearly all aspects of its operations. As growth stalls and reputation declines, the company seems to lack effective responses. This article revisits the company's internal books and the experiences of founder Zhang Liaoyuan to explore the root causes of these problems.
范建Diligence in Traffic Advertising Cannot Mask the Lack of Brand Building
After the intensive release of Q3 internet company earnings reports, the halt in growth of traffic advertising has become a hot topic. The key is not why traffic ads have stopped growing, but what brands should rely on for growth and sustainable development. The answer may lie in valuable differentiation, selecting the right main media channels and coordinating media touchpoints, and adhering to long-termism, which are the core elements of building long-term brand equity.
陆星集From Heytea, Luckin Coffee, and Xiaoguan Tea: Why Only a 'Super Hit Product' Mindset Can Build a Brand Worth 1 Billion Yuan
Wang Jingjing, founder of New Consumption Think Tank, shares how to build an innovative brand worth 1 billion yuan using a 'super hit product' mindset in the new era. The content is adapted from his speech.
龙猫君After Studying 120 New Brands on Douyin, I've Summarized 8 Thoughts on Douyin E-commerce
The author has been busy making year-end plans for new brands, all asking where the next growth opportunity lies. Traditional e-commerce like Tmall can be seen as conventional weapons, but leapfrog growth requires nuclear-level weapons, which are emerging in the Douyin and Kuaishou ecosystems. The author provides 8 insights on Douyin e-commerce from an observer's perspective.
龙猫君Wanglaoji Black Herbal Tea New Product Launch: Oriental Honghu Reconstructs Industry Digital Ecosystem
On January 6, Oriental Honghu (Beijing) Technology Co., Ltd. (hereinafter referred to as Oriental Honghu) joined hands with Guangzhou Wanglaoji Great Health Industry Co., Ltd. (hereinafter referred to as Wanglaoji) to hold the 'Meta Potential' - Wanglaoji Black Herbal Tea New Product Launch and Digital Ecosystem Summit in Hangzhou. Oriental Honghu is positioned as a new digital FMCG brand company, committed to reconstructing the entire offline transaction chain with digital methods, and recently completed an angel round financing of over 100 million yuan.
New DistributionThe Trillion-Yuan Business of Frozen Food in Young People's Fridges
From ice cream in summer to dumplings and tangyuan in winter, new brands are vying to fill young people's refrigerators with frozen products, which are becoming the next 'trillion-yuan catering market.'
宋冰冰Reasons for the Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, a batch of new consumer brands in China have risen rapidly, attracting high attention. They are characterized by originating online, deeply cultivating e-commerce operations and social media, with rapid sales growth. However, as online traffic becomes increasingly expensive, many new consumer brands are re-evaluating offline channels. For these brands, achieving structural breakthroughs in offline channels amidst traditional channels dominated by giants is the core issue for their success. On December 23, New Distribution, in collaboration with Zhoupu Data, organized a salon for emerging brands...
赵波Swire Coca-Cola's Practical Case: Digital Transformation Is Not Magic, but Marketing Elevation
What is the future of business? There may be hundreds of answers, but digitalization will surely provide the most imaginative one. This article explores how Zhengzhou Swire Coca-Cola achieved a remarkable transformation through deep distribution digitalization and B2B2C integration, as shared by its Managing Director Xu Yonggang.
销售与市场99% of New Products Fail to Sell in CVS Due to These 9 Reasons
A brand owner, Lao Wang, finds his promotional product buried in a small corner of a convenience store chain's flyer, leading him to question the effectiveness of the marketing activity. The article explores the essence of designing attractive and high-converting marketing content, identifying nine common problems and six key elements for success.
刘芳Digital Transformation for Traditional Enterprises: Where to Take the First Bite - A Study of COFCO Oils & Fats Marketing's Digital Practice
In the digital economy era, digital transformation has shifted from an option to a necessity for enterprises, especially under the pressure of the COVID-19 pandemic and with the aid of digital technologies. COFCO Oils & Fats Marketing, a leader in the domestic oils and fats industry, has been building its digital capabilities for over a decade, and its journey offers valuable lessons for traditional enterprises.
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