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Browse 3215 New Distribution articles about Brand Marketing.
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1 Billion People Chew It Addictively, the 10-Billion-Yuan Areca Nut Giant's Amazing Rise!
The article reports on the regulatory crackdown on areca nut advertising in China, focusing on the leading manufacturer Kouwei Wang (Taste King). Despite its massive sales and aggressive marketing, the company faces challenges due to health concerns and a recent national ban on advertising.
何己派Don't Turn Jinmailang's "Four-in-One" into a "Four-Like-Nothing"
China's vast market means no single company can reach every corner with its own organizational capabilities alone. The shift from employment to partnership models—namely regional contracting—is an inevitable trend for efficient, low-cost channel coverage in FMCG. Many companies are learning from Jinmailang's "Four-in-One" model, but most are half-paralyzed or have completely disappeared. Based on personal experience, this article discusses nine common pitfalls in implementing regional contracting.
高级研究员 海游Black Horse Mentor Jiang Nanchun: The Chinese Method for the Rise of Chinese Brands
The trend of Chinese brands rising has arrived. With the significant improvement of China's comprehensive national power, consumers no longer blindly trust foreign brands, and high-quality domestic brands are emerging. However, only a few brands can stand at the forefront, so it is urgent to summarize a methodology suitable for the rise of Chinese brands. To this end, the China Advertising Association and the Management Modernization Working Committee of the China Enterprise Confederation, together with Focus Media, held the 'National Brand Development Summit Forum' in Shanghai on September 25.
New DistributionThe Rise of Kuaituantuan
Kuaituantuan, a mini-program under Pinduoduo, has rapidly emerged as a dark horse in the community group-buying sector, with its GMV surging from December 2020 to January 2021. Its success is attributed to a flat organizational structure, flexible role switching, and open private traffic sharing, though it faces potential growth constraints such as category limitations and intense internal competition.
赵海生New Consumption in the Second Half: Some 'Break Out', Others Trapped in Traffic
New consumption brands are undergoing a reshuffle, with sales declining in August 2021 due to rising traffic costs and low ROI. Brands that fail to 'break out' and become the top-of-mind choice in their category risk being trapped in traffic and facing growth bottlenecks.
深燃团队Hankou No.2 Factory Launches New Cherry Series: 'Cherry Juejuezi' Debuts, Igniting Social Buzz and Creating Joy with Young Consumers
Cherries are delicious and visually appealing, and due to their light luxury, high quality, and premium price, 'cherry freedom' once became a hot topic on social media, even trending on Weibo. Recently, Hankou No.2 Factory launched three new cherry-flavored products: Cherry Freedom Tea Sparkling Juice Tea, Hey Dong Cherry Strawberry Jelly Soda, and Cherry Black Forest Cake Charcoal Roasted Milk Tea. As 'cherry freedom' is widely discussed on social platforms, Hankou No.2 Factory's Cherry Juejuezi series makes its debut, sparking new conversations.
秦淮Frequent Hits: Why Leyaoju Has Become a Leader in New Chinese Dim Sum
At the 14th China Frozen Food Thousand Merchants Conference held in Zhengzhou on October 9, emerging frozen rice and flour brand Leyaoju stood out. By creating hit products in the C-end market, such as the top-selling rice burger series online and the No.1 siu mai on Tmall during Double 11, and expanding from regional to national presence in the B-end market with over 100 chain restaurants and 3,000 star hotels as clients, Leyaoju has demonstrated how insight into consumer needs and product innovation can drive rapid growth.
New DistributionTianjin Autumn Sugar Fair: Choose Trendy Snacks & Convenience Foods, Win iPhone 13 at Westin on Wudadao!
The 2021 National Autumn Sugar and Wine Fair will be held in Tianjin from October 19-21, with the hotel exhibition from October 14-18. As a key platform for distributors to select products, merchants from all over the country flock to it every year. But with many hotels, categories, manufacturers, and products, how can you efficiently navigate the fair, select trending and profitable products, and have a relaxed and new experience? Our view is to focus on hot categories, lock in popular hotels, and consider interactive activities during the fair, ensuring distributors have a sense of participation and honor.
New DistributionZhang Yipeng of Kuaishou E-commerce: The Trillion-Yuan Blue Ocean Market for Consumer Brands
At the 2021 (4th) China FMCG Conference hosted by New Distribution on September 23, 2021, Zhang Yipeng, General Manager of Kuaishou E-commerce's SKA Brand Operations Center, delivered a keynote speech titled 'The Trillion-Yuan Blue Ocean Market for Consumer Brands.' Drawing on his extensive experience in the FMCG industry, he discussed how new channels like Kuaishou E-commerce offer opportunities for brand growth and category restructuring.
张一鹏Opportunities and Challenges for Brands Going Direct-to-Consumer in New Channels and Scenarios
Feng Yuehai, Head of InStore Business at Qiesheng Technology and CEO of Miya Technology, delivered a keynote at the 'BC Integration' forum. Titled 'Opportunities and Challenges for Brands Going Direct-to-Consumer in New Channels and Scenarios,' he analyzed how FMCG brands can choose digital tools, build consumer awareness around O2O scenarios, and leverage integrated online-offline channels to drive sales, proposing three core insights: both emerging and traditional brands have opportunities in 2B2C under new scenarios and channels.
冯越海Tao Shiquan of Jiangxiaobai: Ten Years of Seeking Truth, Creating What Does Not Exist
The essence of innovation is to create what does not exist on the basis of seeking truth and being pragmatic. After ten years of running Jiangxiaobai, Tao Shiquan shares his deep reflections on the challenges of growth, the importance of real user marketing, and the need to create genuine value through long-term thinking.
陶石泉Meiyijia: Channel Opportunities Amid the Youth Trend
At the 4th China FMCG Conference held in Shanghai from September 23-25, 2021, Yao Xuhong, General Manager of Meiyijia Holdings, delivered a keynote speech on how Meiyijia addresses the youth trend through online, differentiated, and sovereignty-oriented strategies, leveraging its C-end convenience stores and B-end Yueheji platform to serve consumers effectively.
姚旭鸿BC Integration Takes Off
The article discusses the concept of BC Integration (BC一体化) as the second major battlefield of digitalization for FMCG brands, where brands connect with millions of terminals and users. It highlights the recent FMCG conference where system service providers and leading brands embraced this architecture, marking a significant shift from deep distribution to a pull-based marketing logic.
刘春雄Lost for Thirty Years, Domestic Soda Finally Awakens
Raw material shortages, preform supply cuts, and contract manufacturers forced to choose sides have intensified the sugar-free carbonated beverage war, with international giants using their trump card against emerging domestic brand Genki Forest. For years, domestic brands have staged comebacks in fields dominated by international giants, but in beverages, especially carbonated drinks—a three-hundred-year-old segment with little technical barrier—they have been suppressed by the giants. Since the reform and opening up, Coca-Cola leveraged its first-mover advantage in developed markets to enter China, and together with Pepsi, has dominated the market for over two decades.
华商韬略Bottled Water Is a Good Business, but the Pitfalls Outnumber the Paths
Bottled water is a good business, but the pitfalls outnumber the paths. This is the most common advice I give to every startup looking to enter the bottled water industry. In September, two companies interested in bottled water consulted with me extensively, and I'd like to share some insights.
高级研究员 海游“Without Platform Middlemen Taking a Cut,” Where Will Our Business Go?
In the past, the slogan “no middlemen taking a cut” was misleading; the real issue is preventing platform operators from taking excessive cuts. As platforms become social infrastructure, the era of “platform thinking” and “traffic thinking” is ending, giving way to a “value era” and “de-platformization.” The biggest problems in China's commercial environment are inefficient intermediate links and the absence of true retail entities, which present opportunities for new types of retailers.
响马老苗Jingxi Famous Wine Collection Opens First IP Store, Single-Day Sales Exceed 300,000 RMB
During the Mid-Autumn Festival, Jingxi Famous Wine Collection, JD.com's community ecosystem store, opened its first IP image store in Jinan, known as the 'City of Springs.' Leveraging Jingxi's diversified marketing and customer acquisition channels, the store achieved over 300,000 RMB in sales and nearly 500 members on its opening day, creating a multi-scenario consumption experience.
New DistributionBehind the National Radio and Television Administration's Ban on Promoting Betel Nut
The National Radio and Television Administration has ordered a halt to the promotion and sale of betel nut and its products via radio, television, and online audiovisual programs. This move comes amid growing concerns over betel nut's classification as a Group 1 carcinogen and its link to oral cancer, as well as the prevalence of betel nut advertising on popular shows.
New DistributionNo Verification, No Marketing
Without verification, there is no marketing. Why is that? And what is verification? This article explains the concept of verification in marketing, using examples like a knife vendor demonstrating his product, and shows how businesses can set verifiable conditions to gain consumer trust.
阳光头Analysis of the "Three Forces" of Leading Domestic Beverage Companies
A friend recently asked about the domestic beverage market for foreign companies planning to enter. The author argues that any beverage company can become a 10-billion-yuan enterprise by perfecting the "Three Forces": product, brand, and marketing. The article analyzes these forces for major players like Nongfu Spring, Jinmailang, Uni-President, and Master Kong, scoring each on a 5-point scale.
高级研究员 海游Falling Behind? Time to Change Your Circle!
As technology advances, traditional FMCG distribution is undergoing dramatic changes, with new channels and business models emerging. Distributors must decide whether to chase trends or focus on fundamentals, but many are realizing they are being left behind. The article urges traditional players to break out of their old circles and embrace new ones to stay competitive.
新经销刘少德Selling 7.5 Million Bottles a Day, Why Is Yakult Taking Such a Risk?
Yakult, a Japanese brand that successfully entered the Chinese market through precise marketing, recently faced a setback when its affiliate company was fined 450,000 yuan for promoting probiotics as important in COVID-19 prevention. Despite the fine being negligible for a company selling 27 billion bottles annually, the incident has sparked public anger and raised questions about the brand's marketing tactics and its reliance on a single product.
唐伯虎Content Marketing: The Killer Move of Top Livestream Sellers and the Nemesis of Livestream Failures
Many celebrities have failed in livestream e-commerce, such as former hosting queen Li Xiang, whose sales didn't even cover the slot fee, and Xiao Shenyang, who sold 100 items but saw 80 returns. The root cause isn't their traffic but poor content marketing. Most brands' marketing content is formulaic, and all streamers express products in the same way. Content marketing is crucial for brands, especially startups, to gain high traffic with minimal cost and break through resource constraints.
高级研究员 海游Viya's Bread 'Flip-Flop': Another Yuanqi Forest-style Scam?
A low-fat whole wheat bread promoted by top livestreamer Viya and recommended by Dingxiang Doctor was found by Shanghai Consumer Council to have higher carbohydrate and energy content than labeled, sparking controversy. The brand, Pastoralism, backed by Yuanqi Forest, faces accusations of misleading consumers, highlighting issues in influencer marketing and product quality.
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