TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 40 of 134
Internet-Famous Brands Entering Offline: A General Guide to Landing Offline
In recent years, internet-famous products have proliferated, and behind their success, they are all planning offline expansion, as offline sales remain the mainstream for FMCG and will not change in the next decade. However, many such brands have made grand offline entrances only to disappear quietly. This article explores the reasons and offers a general guide for offline expansion.
高级研究员 海游P&G's Overwhelming Marketing Could Almost Sell Shampoo to a Monk
This article explores how brands like Bee Flower and P&G have shaped the Chinese hair care market through 'brand cultivation,' emphasizing user value and functional differentiation. It traces the evolution from simple cleansing to complex routines driven by consumer demand and marketing strategies.
沐九九Why Can Liuliumei Consistently Be a Leading Player in the Chinese New Year Snack Market?
As the Double 11 shopping festival heats up, its results serve as a barometer for FMCG brands preparing for the upcoming Chinese New Year. Liuliumei, a brand specializing in plum snacks for 20 years, topped the Tmall plum food sales chart and the popular snack chart on November 1, selling 500,000 units of its Guofeng Six-Flavor Plum Family Bucket, demonstrating its continued success in the New Year snack market.
AmyThe Calculation and Consideration Between "Expensive" and "Cheap" in Advertising
Advertising costs are never a small expense. Entrepreneurs and brand managers rack their brains to make advertising spending more efficient, even hoping to "achieve great results with small money," but it seems that most successful and shrewd entrepreneurs do not give the answer of saving money. Why do many brands, regardless of sales fluctuations, never cut their investment in CCTV? Why do some top brands spend lavishly to dominate popular variety shows rather than cheaper alternatives? Why is Focus Media elevator advertising always a battleground when internet giants are in fierce competition?
国家广告研究院Insights from Genki Forest's Offline Strategy for New Consumer Brands
The new consumer wave driven by Gen Z, combined with the 'cultural confidence' and 'national confidence' leading to the rise of 'guochao' culture, has sparked a magnificent wave of new consumer brand creation. Genki Forest, as a representative of many new consumer brands, not only gained consumer recognition and top capital追捧 from 2019 to 2020, but also firmly occupied the leading position in the beverage market, becoming a direct competitor to established brands like Coca-Cola and Nongfu Spring. Behind Genki Forest's impressive growth curve is the assistance of an offline retail data monitoring company—Mashangying. How did this company help Genki Forest achieve rapid offline sales growth, and what value and industry insights does it provide?
New Distribution2022 Annual Planning: Less Empty Talk, More Focus, Practicality, and Detailed Work Items
As the year draws to a close, many FMCG manufacturers and distributors are once again contemplating their strategies for the coming year. Faced with increasingly complex internal and external environments, the biggest concern for every sales manager is how to 'view, handle, and execute' effectively, and how to formulate marketing strategies that truly align with brand development and market realities. Drawing on recent experiences in corporate strategy discussions, the author shares a methodology that may offer some inspiration. Common pitfalls in strategy formulation include: 1. Content too vague, applicable everywhere...
邢仁宝A Guide for FMCG Brands to Avoid Pitfalls in CVS Channel Cooperation
A brand owner, Lao Wang, failed in his attempt to sell a product through a convenience store chain, highlighting common mistakes brands make when cooperating with CVS channels. This article analyzes the pitfalls from seven aspects—fees, trial sales, distribution, organization, management, execution, and data—to help brands understand channel characteristics and improve cooperation.
刘芳Wyeth Nutrition's New Business: Digital Marketing Exploration in the 'Lower-Tier Market'
Hello everyone, I am Yin Na, head of Wyeth Nutrition's new business. Thank you to New Distribution for the invitation, giving me the opportunity to share some of Wyeth Nutrition's explorations in digitalization in the lower-tier market. Wyeth Nutrition has always placed great importance on operations in the lower-tier market. The new business is an independent team that integrates strategy and execution, bringing together diverse marketing talents from both foreign and local brands, and collaborating with Wyeth Nutrition's excellent brand-building team to innovate and explore a more efficient brand + channel dual-driven model in the lower-tier market, looking forward to working with more partners to jointly address industry challenges, symbiosis, and growth.
尹娜Seven Questions About Internet-Famous New Consumer Brands
This article addresses seven key questions about the rise of new consumer brands in China, including why they emerge, whether the market is real, whether they create lasting brands, the effectiveness of digital marketing, how to evaluate them, how to build them, and whether to go offline. It emphasizes the importance of niche scenarios, brand equity, and strategic focus.
赵波Designing a Digital Operations System: The Three Main Battlefields of Digitalization
This article, authored by Liu Chunxiong, outlines the three main battlefields of digitalization for FMCG companies. It argues that while e-commerce platforms (B2C) are the first battlefield, the second and more important one for traditional industry leaders is channel digitalization (F2B2b2C), which can connect hundreds of millions of users. The third battlefield involves retail giants using new supply chains (C2F). The article emphasizes the need for companies to identify their main battlefield based on scale and to transition from traditional models.
刘春雄 刘馨忆Disruptive Player in the Baijiu Industry: Not Pretentious, Making Liquor That Meets Modern Needs
It is undeniable that baijiu is a product with cultural attributes. Over the years, many pioneering entrepreneurs have entered the baijiu industry with innovations, but many have failed for various reasons, indicating that the real entry ticket to the baijiu industry is not easy to obtain. In the past two years, a disruptive player has emerged in the bottled liquor market, becoming one of the fastest-growing brands in the segment within two years of launch. Its three core products, Guangliang 19, Guangliang 39, and Guangliang 59, have become unignorable presences in the sub-100 yuan bottled liquor market.
冯瑶Wellness 2.0: How Health Supplement Brands Can Win Consumers
As health awareness and living standards rise, wellness practices have evolved from the 'punk-style' of soaking goji berries in a thermos to the 'pocket-style' of portable, light meals. Health supplement products are now more convenient and integrated into daily life, promising vast growth for the industry, further boosted by policies like the 'Healthy China Action (2019-2030).'
腾讯广告Tianhu Beer: Having Won the Past Two Decades, Can It Win Another Ten Years?
Tianhu Beer, a regional brand in Fushun, Liaoning, has thrived for 20 years despite being near industry giant Snow Beer, by focusing on fresh beer with a differentiated strategy. Now facing challenges like population decline and lack of outside-market presence, its future hinges on strategic expansion.
陈思廷Traffic Costs Triple, Shift to Offline, All-in on Douyin... How Can Brands Grow New Vitality?
Brand involution is the keyword for the consumer industry in the second half of the year. This means it's no longer possible to quickly charge ahead based on external dividends; deeper strategic trade-offs and refined operations become crucial. But whether it's repositioning, KOL combinations, judgments on traffic platforms, or the emphasis on online vs. offline, every step forward for a brand will face many unknown challenges and choices. Where should brands go next, and how can they grow their own vitality without relying on capital?
陈逸Late-Night Outcry! Carrefour Membership Store Faces Brand Boycott on Opening Day: Competitor Pressure for 'Either-Or' Choice
Carrefour's first membership store in China opened on October 22, but on the same day, some brands were pressured by competitors to buy back all their products, preventing many members from making purchases. Carrefour has reported this to relevant authorities, while also planning to convert 100 of its 200 hypermarkets into membership stores within three years.
New DistributionNew Insights into New Consumer Brands
This article reveals the truth behind new consumer brands, including the changing dynamics between brands and KOLs, the challenges of high traffic costs and low repurchase rates, and the critical role of platforms like Xiaohongshu and Tmall. It also highlights the intense competition, the importance of brand premium and repurchase, and the need for brands to adapt to survive.
骏小宝This Generation of Young People Still Has a Headache Over Buying Shampoo
Young Chinese consumers are increasingly frustrated with traditional shampoo brands, leading to a rise in new domestic brands that focus on specific ingredients and efficacy. The article traces the history of the shampoo market in China, from the dominance of P&G and Unilever to the emergence of new brands like Spes, which use data-driven research to address local hair concerns.
开菠萝财经团队Zhoupu Data Attends 105th Autumn Sugar Fair with FMCG Brand Accelerator Solutions to Help New Brands Achieve Sustained Growth
The 105th National Sugar and Wine Commodity Fair officially opened in Tianjin on October 19, 2021, and Zhoupu Data, a company dedicated to providing data intelligence services for the FMCG industry, participated again. With the "magic" of online traffic fading, the critical role of offline channels has become prominent. Once regarded as a core competitiveness by new consumer brands, the traffic playbook of millions of bloggers seeding and driving sales across online channels such as Xiaohongshu, Douyin, live-streaming rooms, and Bilibili is being continuously replicated. As more players enter and market competition intensifies, this once-effective traffic strategy has become increasingly mediocre and inefficient due to imitation by more brands.
New Distribution2022 Budget Guide: How Should Brands Review Their Gains and Losses This Year?
Projects without review lead to endless cycles of failure. This is a phrase I often tell my team, whether it's a small promotional event or a grand annual plan, review is a must. At the end of September, I participated in the review meeting of the National FMCG Conference organized by New Distribution. The team members spoke actively and did a commendable job, but there were also common issues found in all review meetings. Today, let's explore the underlying logic of work review.
高级研究员 海游Internet-famous brand 'Adopt a Cow' leverages 'adoption model' to go viral, plans A-share IPO
According to the latest news, the internet-famous dairy brand 'Adopt a Cow' (认养一头牛), which gained popularity through its adoption concept, has recently begun its push for an A-share IPO. On October 14, the filing documents for the initial public offering and listing guidance of Adopt a Cow Holding Group Co., Ltd. were published on the website of the Zhejiang Securities Regulatory Bureau. The documents show that CITIC Securities is the guidance broker, with the guidance period roughly from September 2021 to April 2022. Since its establishment nearly seven years ago, Adopt a Cow has completed three rounds of financing, with the latest round occurring in April this year, involving investors such as KKR, DCP Capital, Haibang Fenghua, and Guanghe Investment.
New DistributionWithout Capturing the 'Business District' High Ground in a City, Brands Cannot Establish Themselves!
China's media landscape has become fragmented and pervasive, leaving consumers numb to traditional advertising. Brands and distributors must now engage consumers through experiential, in-person touchpoints. As urbanization advances, business districts have become hubs for consumer activity, offering ideal venues for brand awareness and product experience. This article discusses how brands and distributors can break into these business districts to build influence and drive sales.
高级研究员 海游Digitalization: Let the Bullet Fly a Little Longer
Shi Yonggang from Tsingtao Brewery discusses digitalization, arguing that companies should not rush into it without a clear strategy. He suggests starting with channel digitalization and emphasizes that digitalization is a long-term process based on business needs, not a quick fix.
史永刚Guo Xulin, Assistant to the President of Hema and Head of New Brand Incubation Center: New Retail, New Brands, New Ecosystem
Hema's digital capabilities have enabled the creation of a globally pioneering retail technology system, driving digital transformation in retail. Under the new consumption era, Hema is launching the New Zero-Supply 2.0 initiative to collaborate with brands and manufacturers, leveraging its resources to co-create new products and foster innovation.
郭旭林Bain & Company Global Expert Partner and Former Coca-Cola China Marketing VP Lu Xiuqiong: The New Discipline of FMCG
Lu Xiuqiong, Bain & Company Global Expert Partner and former Coca-Cola China Marketing VP, discusses how FMCG logic has shifted from winning market share to creating demand, driven by new consumer consciousness, changed decision paths, and transformed brand-consumer relationships. She outlines the need for channel transformation, integrating physical and digital stores, and redefining roles in logistics, customer relations, and information flow.
鲁秀琼