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FMCG Brands Deep-Diving into CVS Channels: Winning the Shelf, How to Stand Out Among Competitors?
Brand owner Lao Wang's products successfully entered the convenience store system, and after initial preparations and efforts, they finally reached normal sales status. One day, while inspecting the store, he suddenly discovered a similar product placed next to his own. Whether it was the brand name, packaging design, promotional price, or marketing activities, it was particularly attractive. Lao Wang felt that if he were an ordinary user, he might also be attracted. Lao Wang panicked, what should he do? Regarding this question, let's examine the essence of the problem. The root cause is: on the shelf, a battlefield without gunpowder, how can one win at the terminal through differentiated competition?
刘芳Luosifen 'Flip-Flop': Starting with Haohuanluo?
The explosive popularity of luosifen was unexpected. As a regional delicacy, it rose to the top among street foods like Lanzhou beef noodles and Wuhan hot dry noodles. The first packaged luosifen appeared in 2014, but by 2019, annual output exceeded 6 billion yuan. However, in November, leading brand Haohuanluo was exposed for insect eggs in its product, interrupting its rise. This article explores the challenges facing the luosifen industry, including quality control issues, reliance on OEM factories, and the gap between online hype and real market acceptance.
鲨鱼马特New Brands: Born Online, Built by Capital, Stuck Offline, at Risk in Street Fights
New consumer brands often start online, grow with capital, but face challenges offline where street-level competition determines success. The article discusses the lifecycle of these brands, the importance of distribution channels, and the need to master offline tactics to become giants.
方刚Replacing MSG and Salt: Songxianxian, the Pioneer of Matsutake Seasoning
Seasoning is a high-frequency and essential track that has attracted much attention, drawing in new players and leading brands from other sectors. In early August, four brands entered the seasoning industry within just five days, including meat product giants like Shuanghui and Longda. As the economy develops, consumers' living standards improve, and basic seasonings like soy sauce, salt, and vinegar no longer meet their needs. The sudden outbreak of the pandemic in 2020 has also heightened consumers' health awareness, making product healthification a major trend for new consumer brands.
吴珊珊How Can New Consumer Brands Survive the Winter?
In August, the number of consumer investment projects began to decline, down 17% month-on-month from July, as institutions became more cautious. With traffic peaking and customer acquisition costs rising, the online environment is no longer fertile ground for new consumer brands that have grown wildly. Winter is coming, and more brands are becoming "traffic workers." For example, Perfect Diary once listed its core competitiveness in its prospectus as leveraging public-domain influencer content marketing to acquire users, then funneling them into WeChat private traffic pools, and using high-frequency community maintenance to boost repurchase rates. However, this traffic playbook has quickly become a required course in the FMCG industry, with tactics being copied rapidly and KOL and traffic prices soaring. High traffic costs mean that while influencers and platforms profit, brands lose money just to gain attention—a dilemma not unique to Perfect Diary.
New DistributionSishijiu Fang: A New Species in the Liquor Industry Making Baijiu Full of Imagination
A group of outsiders crossed over to stir up Chinese baijiu. Is it really a foregone conclusion that traditional famous liquors dominate the mid-to-high-end market? Perhaps it was, but a special liquor company has suddenly made the answer uncertain. What makes this company special? First, it was founded in 2015 when others avoided baijiu, a typical contrarian investment. Second, its shareholders are all natural persons, numbering 49, hence the name 'Sishijiu Fang'.
陈思廷Why Can't Wahaha's New Products Win Over Young Consumers?
Wahaha, once a dominant player in China's beverage market, has struggled to replicate its past successes with new products, as younger consumers gravitate toward trendier brands like Genki Forest. Despite attempts at innovation and brand rejuvenation, the company remains reliant on legacy products and faces significant challenges in finding a new growth curve.
韩滢A 10,000-Word Review: How Wang Xiaolu Became the No.1 Brand of Tiger-Skin Chicken Feet with Positioning Theory, Achieving Over 10x Annual Growth
Wang Xiaolu's founder, Wang Xiong, attributes the brand's rapid growth to the strategy of 'focusing on key matters with 10x resources' based on positioning theory. He emphasizes that the ultimate goal of branding is to achieve mental pre-sale, and shares insights on how to apply positioning theory correctly in the new consumer context.
王雄Can Stealing Coca-Cola's Recipe Defeat Coca-Cola?
This article discusses the value of brands, using Coca-Cola as an example. It argues that brand value exceeds recipe value, as a strong brand can enable a company to recover even after losing its physical assets. The article identifies three types of brand value: pre-sale, premium, and extension.
刘润The Private Domain Dilemma of FMCG Brands in New Retail
Why should water sellers and tissue paper sellers engage in private domain operations? Many FMCG brands have such doubts, as they traditionally provide products and services through channels or supermarkets. However, with the rise of the new retail concept, many FMCG brands have entered new retail and private domain operations. This article discusses whether it is valuable for FMCG brands to do private domain, and if so, how to proceed. On November 27, Youzan held an event themed 'Meet the Leaders', pushing the topic of new retail to a new climax.
秦淮How FMCG Brands Can Run Valuable and Effective Marketing Campaigns in CVS Channels
After a product passes its trial period, a brand manager invests in a marketing campaign in convenience stores, only to see poor results. This article addresses the common problem of ineffective marketing in convenience store channels and provides a 12-point framework for designing campaigns that truly engage consumers, emphasizing user-centric thinking over channel-centric thinking.
刘芳After Seven Years, 'Da Nai Cha' Sets a New Standard for Bottled Milk Tea
Nongfu Spring's new bottled milk tea, 'Da Nai Cha', has become a top seller within a month of launch, thanks to its premium ingredients, advanced homogenization process, and elegant packaging inspired by Song Dynasty tea culture. The product's success reflects Nongfu Spring's patient, innovation-driven approach and its commitment to setting new industry standards.
高级研究员 海游New Brands Going Offline: It's a Street Fight!
As new consumer brands face a turning point, many are moving offline, but the offline market operates on a different logic. This article shares insights from two industry veterans on how to succeed offline, emphasizing the importance of regional dominance, unified sales teams, practical tactics, and strategic pricing.
袁来China's Yogurt War
In recent years, China's yogurt market has been witnessing a battle for the high-end segment. Consumers see not only traditional brands like Mengniu, Yili, Sanyuan, and Guangming but also new forces such as Jane, Le Pur, Classy Kiss, Beihai Pasture, and Oatly, all emphasizing simpler ingredients yet commanding higher prices. This article explores whether high-end low-temperature yogurt is a 'tax on intelligence,' the challenges of cold-chain logistics, and the future of small, beautiful brands in this niche market.
商隐社Where to Start with Channel Digitalization?
Many business owners ask me, 'Teacher Zhu, is it too early for our company to start digital transformation?' I express my view in three sentences: digital transformation must be early, must be difficult, and must be done. There is much discussion about digitalization from various angles and positions. Here, I mainly stand from the perspective of brand owners, discussing how enterprises can achieve digitalization through channels. The main problems faced by traditional channels are profit distribution and sell-through at all levels. Simply put, someone is willing to sell, and someone is willing to buy. One is the physical space grab for shelf space, and the other is the occupation of mind space.
朱朝阳Has Wahaha's Third Venture Failed?
Recently, Wahaha milk tea franchisees have been protesting online and offline, accusing the brand of false investment promotion, irregular franchising, and failure to fulfill promises, leading to widespread store closures and losses. This has cast doubt on the success of Wahaha's third venture into the milk tea market.
商隐社Who Killed Double 11?
This year's Double 11 saw the slowest growth in transaction value in 12 years, with a year-on-year increase of only 12.2%. The article analyzes the underlying causes, including platform strategy shifts favoring brands over consumers, the rise of livestream e-commerce, and changing consumer behavior among younger generations.
苗正卿Where Is the Spring for Small and Medium-Sized Liquor Enterprises?
A distinguished guest from afar traveled a long distance to Boss Zhang's hometown. At the welcome dinner, although the guest, who frequently flew around the country and held status and prestige, usually drank famous liquors, Boss Zhang did not entertain him with a nationally renowned top-tier baijiu brand but instead chose his hometown's local liquor brand. After the banquet, the guest not only expressed no dissatisfaction but, upon leaving, took the initiative to buy several cases to take back. Boss Zhang, embarrassed to let him pay, gave them free of charge. Later, the guest kept asking Boss Zhang for more, and Boss Zhang kept giving them for free...
朱朝阳The Battle of Digital Models: F2C or F2B2b2C?
The article argues that F2C (Factory to Consumer) is not the right digital model for traditional enterprises, as it cannot solve their fundamental digitalization problems. Instead, F2B2b2C (Factory to Distributor to Retailer to Consumer) is the necessary path, despite its higher entry barriers, because it offers greater scale and integrates online and offline channels.
刘春雄 刘馨忆What Are Companies Really Fighting About in Internal Strife?
In the journey of entrepreneurship, history often repeats itself. The legal battle between Li Ziqi and Hangzhou Weinian once again reflects the tangled internal conflicts among partners. In the FMCG sector, internal disputes over equity and trademarks are common. For instance, the seven-year 'Jiangxiaobai' trademark dispute ended with Tao Shiquan's company winning back the trademark from Jiangjin Distillery. Trademarks' uniqueness and exclusivity represent their immense value, especially when recognized by consumers and forming a market scale, as they embody brand value and are tied to interests.
田静Jingxi 11.11: Multiple Measures to Reduce Costs and Increase Efficiency, Combining Long and Short Chains to Boost Rural Revitalization
Just after 11.11, while most consumers were happily opening their packages, through Jingxi 11.11, we noticed some differences from previous years. Not only good, but also economical. Besides traditional big-name products, this year's 11.11 saw new domestic brands from industrial belts and specialty agricultural products become consumer favorites. Many items in shopping carts came from industrial belts such as Yiwu daily necessities, Chengdu paper products, Quanzhou snacks, and agricultural belts like Sichuan citrus, Jilin rice, and Yunnan Weishan red snow pear.
刘少德FMCG Brands Refining CVS Channel: Brands That Don't Understand User Positioning Get Hurt
Where you fall, you get up and try again. Lao Wang once again brings several products to negotiate cooperation with a convenience store chain, but still has no clue: who are the main user groups of this convenience store brand? Are my products suitable for sale? Product suitability is crucial. Lao Wang holds the products in hand but still feels uncertain. The same scenario is encountered by many brand owners. Starting from this article, I will analyze from multiple dimensions and provide brand owners with methods to "fill the pits." In this article, I will answer: What methods can be used to understand the user groups of the convenience store brand you are cooperating with, so that your products are more suitable for sale and reduce the failure rate of cooperation?
刘芳Practical Exploration of Internet-Famous Consumer Brands Going Offline
This article discusses how internet-famous consumer brands can successfully expand into offline markets. It emphasizes the need to integrate online and offline thinking, focusing on meeting consumers' five senses, using content to influence store owners, leveraging local KOLs and KOCs, and ensuring closed-loop execution in operations, management, and business.
高级研究员 海游Taobao Brands Disappear from the Double 11 Battlefield
As Double 11 shopping festival kicks off, Taobao brands that once dominated sales rankings have faded, replaced by international giants and emerging new brands. The rise of Gen Z consumers and new channels like live streaming have left these brands struggling to stay relevant.
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