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New Consumer Brands Are Suffering from 'Hit Product Backlash'!
Many new consumer brands that initially succeeded with a single hit product are now struggling to replicate that success, facing what is termed 'hit product backlash.' This article explores the reasons behind this phenomenon and offers strategies for continuously incubating hit products.
梁将军Emerging Brands 'Take Up New Weapons' to Break into the Offline Market
In recent years, emerging brands have been rising rapidly, with capital support, evolving demand, and category innovation making new consumption a hot topic in the industry. For most emerging brands that started online, as the online traffic dividend fades and acquisition costs rise, while online category capacity hits its ceiling, they are compelled to consider going offline, as offline still accounts for over 70% of the FMCG market. But facing an offline market where they can't see consumers or stores clearly, how can they win this battle?
秦淮The Logic and Future of Marketing in China
Amid a global economic slowdown, China's economy remains robust, a phenomenon that cannot be explained solely by corporate marketing, technology, or classic marketing theory. This article argues that China's success stems from the integration of national strategy and market mechanisms, and calls for Chinese enterprises to move beyond arbitrage marketing toward original innovation and social responsibility.
金焕民China's Children's Snack War Has Erupted!
Capital is pouring into China's children's snack market, with new brands like Duomaomao and Shugele securing significant funding. The market is growing rapidly, but brands face challenges in supply chain management and innovation, while opportunities remain for differentiation.
商隐社A Positioning Story Worth 30 Billion: Not All Milk Is Telunsu
In 2005, Telunsu was launched, starting the battle for the high-end white milk category. By 2021, Telunsu had nearly secured victory in this segment, with sales approaching 30 billion yuan, driven by a strategy of premium positioning, product innovation, and brand building around the concept of 'better'.
FBIFFive Ways Brand Owners Empower Distributors to Grow Their Business
At year-end, many brand owners are trying different forms of empowerment for their distributor partners, hoping for closer cooperation and business growth in the new year. In 2021, New Distribution's internal team participated in several brand-distributor empowerment training projects, and this article reviews and summarizes how current brand owners (mainly leading brands) empower distributors.
袁来The Law of True Fragrance: Why Hubang is Making Meat Chili Sauce
This article discusses how emerging brands can find blue oceans in red oceans and capture consumer mindshare, using Hubang's transformation as a case study. Hubang, a chili sauce brand, innovated with small packaging and delivery scenarios, and is now creating a new category of meat chili sauce to differentiate itself and avoid involution.
胡峤松How Can New Consumer Brands Cross the Mid-Scale Trap?
The article discusses the challenges faced by new consumer brands in China, particularly the 'mid-scale trap' where brands with annual sales of 5-10 billion yuan struggle with rising traffic costs, homogenization, and lack of innovation. It highlights successful cases like SKG, Milkground, and Huaxiangyuan, and introduces the 'Positioning Breakout Strategy System' by Hongdao Strategic Positioning Consulting as a solution to cross this trap.
进击波大商业组How to Break the Marketing Dilemma in a Fragmented Market?
For a company, nothing is more important than creating customers, but today companies face four major problems in this process: 1. Communication has shifted from mass to niche; 2. Products have shifted from single blockbusters to multiple products; 3. Channels have shifted from single to multi-channel; 4. Supply chains have shifted from low-cost to high-cost delivery. Behind this is the oversupply and insufficient demand caused by technological revolution, creating a two-way squeeze. Based on these changes, marketing must shift from memory-based to experience-based, and companies must rebuild their marketing systems around customer experience, encompassing cognition, transaction, delivery, and relationship.
赵波Insights: Three Cognitive Misconceptions That Marketers Must Avoid!
The era of rapid brand proliferation in China is over, and the market has entered a stage of high-quality development with stock competition, requiring more refined brand cultivation and management. Misconception 1: Successful advertising equals immediate results. The correct approach is to reposition marketing cognition and view brand assets with a long-term perspective. Some brand ads do not immediately boost sales, leading marketers to think the investment was wasted. However, strong Chinese brands today did not rise overnight; they achieved growth through marketing strategies laid out three, five, or even ten years ago.
New DistributionGenki Forest Rolls Out 'Soft Mineral Water' Offline: Next Hit Without Bubbles?
Genki Forest, known for its year-round new products, has made a year-end move by launching its mineral water brand 'Youkuang' on a large scale in offline channels. Priced at 4 yuan, Youkuang sits alongside brands like Nongfu Spring and Ganten, leading many to see it as a continuation of the rivalry between Genki Forest and Nongfu Spring. Industry insiders note that the mineral water sector is dominated by giants, where success depends on brand awareness, channel control, and cost efficiency from economies of scale and scope.
胡晓钰Wild Spending Cannot Save Aging Brands
Old brands like Bee & Flower, White Rabbit, and Pechoin are trying to revive themselves through marketing stunts such as cross-industry collaborations and viral content, but without solid product innovation, these efforts may only provide short-term boosts. The article argues that while nostalgia can drive quick sales, long-term success requires a focus on product quality and innovation.
田巧云Decoding Yili's 'Comprehensive Value Leadership' Goal in the Post-Hundred-Billion Era
As 2021 drew to a close, Yili's annual global partner conference kicked off. New Distribution observed that in 2021, Yili worked closely with global partners, innovating continuously and achieving leading results in performance, brand, products, and marketing. In the first three quarters, it achieved total operating revenue of 85.007 billion yuan, a year-on-year increase of 15.23%, and net profit of 7.967 billion yuan, up 31.82%, ushering in the 'post-hundred-billion era'. Earlier, at the 2021 Leadership Summit, Yili officially released its 'comprehensive value leadership' goal.
高级研究员 海游Zong Fuli Takes Over, but Zong Qinghou Remains 'Uneasy'
After preparing for succession for over a decade, Zong Fuli has become the new leader of Wahaha, but her efforts to rejuvenate the brand have shown little effect. The 76-year-old founder Zong Qinghou may still have concerns as the company faces declining revenue and intense competition.
黎佳瑜Jianlibao: From Front-Runner to Stumbling Follower
Jianlibao, the pioneer of sports drinks in China, is now entering the functional beverage market with its new 'Chaodeneng' compound peptide energy drink. However, the brand, which once achieved 5.4 billion yuan in sales in 1997, has struggled to regain its former glory, facing challenges in innovation, management, and competition.
胡晓钰Doubling Down on Taote & Taocaicai: Alibaba's M2C Model Targets Lower-Tier Markets
As young people flock to megacities, a notable trend is emerging: new economy, new consumer brands, and pop culture are increasingly originating in lower-tier cities. Alibaba's Taote and Taocaicai are leveraging the M2C model to tap into this vast market, with annual active consumers reaching 270 million and rapid growth in orders.
君子不器How Should Brands Cut Prices?
Several founders recently asked whether to cut prices. While price cuts seem like a simple way to boost sales, they often harm the brand and fail to generate profit. The real issue is not price but value: brands must demonstrate their value through content and positioning, not engage in price wars.
Keny伟300 Prefecture-Level Cities, 3000 Counties, and Countless Local Food Brands That Are Disappearing
Local food and beverage brands in China are disappearing from shelves as they face competition from national giants and new consumer brands. Despite a nostalgic online trend giving some a temporary boost, these brands struggle with limited reach, lack of innovation, and the challenge of going national in a changed market.
FBIFOne Inventory: Helping FMCG Companies Make the Daring Leap in the Omnichannel Era
On December 10, 2021, the 2021 China Consumer Goods Supply Chain Innovation Forum, co-hosted by Anneng Zhilian, New Distribution, and LOGW, was held in Guangzhou. The forum focused on how companies can achieve omnichannel operations in an uncertain era, with Anneng's 'One Inventory' strategy highlighted as an effective solution for improving omnichannel delivery capabilities.
New DistributionDomestic Sodas Make a Collective Comeback: Those Familiar Tastes Are Back
In the last century, domestic soda factories sprang up like mushrooms, with eight brands—including Arctic Ocean, Bawangsi, Wuhan No.2 Factory, and Chongqing Tianfu—being the most famous. These old brands left unforgettable youthful memories for many middle-aged and elderly people, bringing endless joy and symbolizing aspirations for a better life in an era of simple material living. After a glorious history, they were once forgotten, but in recent years, they have been returning to the market.
于斌The "Spring" for Small and Medium Brands Has Arrived: No Worries About Selling!
Many may wonder how it could be spring when business is tough, with burning cash and rising traffic costs. However, from a longer historical and industry perspective, the rise of new brands and quality products signals a spring. These brands fall into two categories: conventional new consumer brands and regional agricultural specialty products, both benefiting from improved infrastructure and digital channels that ease distribution and expand market reach.
秦淮Five Common Problems in Enterprise Digital Transformation
Digital transformation is not just a strategic choice for Chinese enterprises but a matter of survival. According to a survey, 43% of executives believe the pandemic accelerated their digitalization by 1-4 years, and 50% say it accelerated by 5-15 years. However, many companies mistakenly think that implementing a system or building complete IT infrastructure equates to digitalization, leading to common pitfalls.
刘少德How Can FMCG Brands Leverage Convenience Store BC Integrated Marketing?
Brand owner Lao Wang noticed declining sales of his products in convenience stores and lackluster results from a recent marketing campaign, while a competitor's product saw high store stocking enthusiasm and customer demand. This article explores the essence of the problem—how to fully penetrate the consumer market—and discusses the BC integrated marketing model for convenience stores, including its rationale, system construction, and implementation strategies.
刘芳Why Most Brands Can't Learn from Genki Forest
Even without infringement incidents, people no longer like to use the title 'the Haidilao of ××'. Now, emerging brands prefer to tout Genki Forest because it's hot, young, and has more growth potential. Against the backdrop of sluggish growth among many giants in the past two years, Genki Forest has surged ahead, becoming the fastest-growing dark horse. At the beginning of the year, the authoritative institution Dolphin Society released the '2021 China New Consumption and New National Brand TOP 100 Ranking', where Genki Forest won first place in growth rate in the domestic beverage and alcohol industry, with 2020 sales scale increasing by 309% year-on-year.
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