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The Low-Alcohol Trend: Even Moutai Has to Follow
Low-alcohol beverages are becoming a new trend in the drinks market. Besides brands like Jiangxiaobai and RIO that target young drinkers, newly listed Naixue's Tea, Coca-Cola, and Genki Forest have all launched low-alcohol products, while ByteDance, NetEase Yanxuan, and Alibaba also have their own brands. Public data shows that in 2021 up to May, the alcohol sector saw 27 financing rounds totaling about 2.508 billion yuan. Over the past decade since 2011, domestic alcohol investments have exceeded 55 billion yuan, prompting traditional distilleries like Moutai and Wuliangye to introduce competing low-alcohol brands.
葛煜This Generation of Young People Can't Even Afford Instant Noodles
Post-90s Xiao Lin recalls her student days when instant noodles were a lifesaver, but now she finds that the price of instant noodles has risen significantly, with some buckets costing nearly 10 yuan and even over 20 yuan. Traditional brands are launching high-end lines, and new brands are emerging, but the upgrade faces challenges from consumer perception and competition from new fast-food categories like luosifen and self-heating hotpot.
深燃团队In the Second Half of the 'Involution' in the Nuts Industry, Which Brands—New or Old—Will Go Further?
Scan the QR code in the image to register. Few foods combine the contradictory attributes of 'high calorie' and 'healthy,' but nuts do. Given that China's nut consumption is far below that of developed countries like the US and Japan, the industry has huge growth potential. According to a previous forecast by the Qianzhan Industry Research Institute, the market size of China's nut and roasted seed industry will reach about 185.5 billion yuan by 2025. In 2015, Wolong's 'Daily Nuts' series became a hit, igniting competition in the domestic nuts industry: past players like Qiaqia, which focused on sunflower seeds, gradually developed nuts as a second growth curve, even setting a strategic goal of 10 billion yuan in sales (including tax) by 2023; Three Squirrels, which seized the last wave of e-commerce dividends, expanded offline; and Bestore, which started offline, has embraced a 'premiumization' strategy to tell a new story.
财经新媒体Heqizheng Innovatively Launches 'Chinese Herbal Tea Cola'! Herbal Tea with Fizz?
Heqizheng has launched a new product, Heqizheng Sparkling Herbal Tea, combining herbal tea with bubbles to target the younger market. The brand aims to differentiate itself in the beverage market and potentially upgrade the herbal tea industry through innovation.
食品君In the 100-Billion-Yuan Rice Noodle Market, Why Only Luosifen Stands Out
The rice noodle industry has reached a scale of 100 billion yuan, yet few brands have achieved scale. Luosifen, with its unique flavor and standardized production, has become the most representative category, thriving in both dining and retail. Other regional rice noodles face challenges in branding and standardization, but some new brands are leveraging e-commerce and retailization to grow.
董柴玲Too Many New Brands, Not Enough Consumers
The number of new consumer brands in China is exploding, leading to intense competition and market saturation. As brands struggle to differentiate, many turn to celebrity endorsements and niche marketing, but the fundamental challenge remains: consumers have limited attention and wallets.
谢康玉Be & Cheery's Wandering Path to Offline Stores
Be & Cheery, a veteran online snack brand, is venturing into offline stores not out of strategic awakening but due to declining online growth and market pressure. Despite its early success in e-commerce, it faces intense competition and channel chaos, making its offline expansion a challenging endeavor.
吉光先生Genki Forest Falls from the "Cloud"
Genki Forest's rise, like a stone thrown into a lake, stirred ripples in China's long-quiet beverage market. People are keen to dissect its success logic: geographic arbitrage, aesthetics as justice, influencer marketing, seizing the consumer mindshare of "0 sugar, 0 fat, 0 calories," and fully exploiting convenience store channel dividends. There is no shortage of criticism and doubt: "fake Japanese goods," "copycat," "inflated valuation," "sugar-free scam," and "consumer goods companies that focus too much on marketing and not enough on product will have no future." At the recent Yabuli Forum...
芽郁New Distribution Thematic Salon—"Community Group Buying Is Coming on Strong: Brand Owners' Response Strategies" Concludes Successfully!
Scan the QR code in the image to register. Within a short time of its rise, community group buying has become well-known throughout the FMCG industry, from executives to sales staff. However, only by doing it do you realize how much remains unknown: How should community group buying be done? How should product strategies be set? How should organizational structures be designed? What partners should be chosen? How should resources be allocated? On the afternoon of June 25, New Distribution held a successful salon seminar in Shanghai on this topic.
New DistributionRaises $535 Million! LIVEKINDLY Collective Enters China Market with a 'Plant-Based' Diet Path with Chinese Characteristics
Driven by global trends toward returning to nature, ecological harmony, and carbon neutrality, consumers—especially younger generations—are increasingly turning to plant-based foods. Market research shows the global plant protein market is expected to grow at a CAGR of 14% from 2019, reaching $40.6 billion by 2025. According to GFI data, China's plant-based market was nearly $1 billion in 2018, with institutions predicting annual growth of 20%-25%, signaling a new wave of plant-based food.
New DistributionMarketers: Post-80s Step into the Spotlight, Post-70s Remain the Pillar
Two recent age-related news stories have sparked heated discussions: one about a 48-year-old unemployed executive's midlife crisis, and another about young post-80s executives being promoted at Luzhou Laojiao. This article argues that while companies favor younger talent, post-70s marketers are still the backbone of FMCG enterprises, possessing valuable experience, stability, and wisdom.
陈思廷Master Kong Iced Black Tea's Summer Theme Song Released, Joining Forces with Virtual Idol from Chinese Animation 'Left Hand Layup' to Ignite This Summer!
Recently, Master Kong Iced Black Tea and the Chinese animation 'Left Hand Layup' released their summer single 'Live Like a Summer', with the related video landing on Bilibili's 'Fruit 'Burn' Happy Camp'. The youthful, upbeat music and the energetic performance of the first virtual idol captured the attention of many young people on Bilibili who love Chinese animation and basketball culture, sparking a summer 'burn' trend.
AmyThe Next Decade of Content: Abandon Content Marketing, Embrace Content Strategy
If you ask me what will determine a company's growth in the next decade, my answer is content. Digitalization and big data will become infrastructure, but content requires strategic thinking. Only by elevating content to a strategic level can we win future competition.
梁将军The Algorithm of Growth and the Brand Thinking Model
Growth is undoubtedly the primary goal of an enterprise, with all work revolving around it. The first pillar of growth is the product, the second is traffic, the third is user operations or brand, and the fourth is culture. The formula for growth is: revenue equals average order value multiplied by the number of users, with repurchase rate and diffusion index determining the upper limit. To build a brand, the thinking model involves creating scenarios, labeling, social engagement, and spreading.
空手Sugar Reduction Products Are Increasingly Competitive; How Long Will the Salt Reduction Track Stay 'Flat'?
While sugar reduction has become a pervasive trend in the food industry, salt reduction remains relatively overlooked despite high consumer awareness. This article explores why salt reduction hasn't gained the same momentum, the challenges it faces, and potential strategies for brands to capitalize on this emerging opportunity.
FBIFReflections on the Zhong Xue Gao Incident: User Love and Hate in an Instant
Zhong Xue Gao unexpectedly went viral again, but in a way no one anticipated. On June 16, a clip of its founder saying 'the most expensive Zhong Xue Gao is 66 yuan, take it or leave it' sparked a hot search, leading to public apologies for past false advertising and a massive online backlash, illustrating the double-edged sword of internet-famous brands.
陈思廷2020 Marketing-Related Spending Ranking of 37 Listed FMCG Companies: About 68% Saw Declines | Morketing Research List
Based on the 2020 annual reports of 37 listed FMCG companies, Morketing Research found that under the impact of the pandemic, about 68% of FMCG brands saw a year-on-year decline in marketing-related spending. Specifically, in the beverage industry, only 6 of 13 companies saw positive revenue growth, and marketing-related expenses declined for all except Wuliangye. In the food industry, revenues all grew, but only Haitian and Hormel reduced marketing-related spending.
Morketing研究院BC Integrated Operations Will Ultimately Replace Deep Distribution
A fundamental reality: after 2010, no well-known new brand rose through advertising (perhaps Xiaoguan Tea is an exception); similarly, no new brand achieved fame through deep distribution (perhaps Jiangxiaobai's deep distribution after IP ignition is an exception). Advertising-driven (brand-driven) and channel-driven approaches are no longer the driving forces for corporate rise. The distribution logic of channels is giving way to the sell-through logic. Deep distribution is distribution logic, while BC integration is sell-through logic. Distribution solves the 2B problem, while sell-through simultaneously addresses both B and C. Once sell-through is solved, distribution is no longer an issue.
刘春雄Can a 400,000 Yuan Fine Make Coconut Palm Group 'Learn Its Lesson'?
Coconut Palm Group, known for its controversial ads, was fined 400,000 yuan for a recruitment ad that violated advertising laws. The company, once a leading beverage brand, faces challenges from aging marketing and intense competition, raising questions about its future.
New DistributionA Micro-History of China's Consumption Changes: Dongpeng Lists, Red Bull Battles, Yuanqi Rises
As consumer preferences shift toward healthier beverages, functional drinks are losing favor. Dongpeng Beverage recently went public as the 'first functional drink stock,' but its market is being squeezed by new competitors like sugar-free and low-sugar drinks, while capital flows to new brands.
葛煜Distributing Brands like Qiaqia, Xizhilang, and Dori, Achieving Annual Sales Over 100 Million in a Third-Tier City: What Innovations Did She Make?
In the face of a challenging market, distributor Kunshan Qianjing Commerce has maintained growth by focusing on internal management refinement and exploring new offline channels. Through strategic brand reduction, team performance reforms, and the development of a group-buying business, the company achieved annual sales exceeding 100 million yuan in a county-level city.
周群The Second Half of New Consumption: From Traffic Battles to Brand Battles
Whether it's seeding, live streaming, private domain users, or fan economy, both new and traditional brands are rapidly adopting these tactics, making new methods standard. The dividends from omnichannel content marketing and live commerce are fading, entering a 'plateau phase,' prompting brands to shift focus from sales channels to brand value. The ultimate mission of a brand is to dominate a category and become the representative of that category in the minds of consumers and potential customers. Traffic alone cannot create a brand; building brand mindshare requires understanding the audience's life轨迹, mental structure, and mental patterns, then identifying the core paradigm of 'Weibo, WeChat, Douyin content marketing + Focus Media scenario marketing' to achieve saturation attacks and sustained positioning.
进击波大商业组Low-Alcohol Beverages: Diverging Paths from E-Cigarettes
The low-alcohol beverage startup scene recently made headlines due to an article about e-cigarette entrepreneurs pivoting to selling alcohol. While the sector heats up, debates persist over whether it's a real trend or a 'tax on stupidity.' Despite investor enthusiasm, market response has been slow. Low-alcohol brands, like e-cigarette companies, market themselves as healthier alternatives, but they operate on fundamentally different supply chain, branding, and channel strategies.
Stephen、SiyaTerminal Media: Easy to Use, but Not Everyone Can Use It Well
Subway station ad spaces are increasingly vacant, and the once grand alcohol brand ad campaigns have long lost their aroma. Even the previously diverse outdoor screens and elevator ads are now often filled with public service content about environmental protection, animal care, and health. Does this mean front-end media advertising is no longer needed? Of course not. Under the strategic premise of deeply operating target audiences and focusing on marketing conversion, broad-traffic front-end media ads are no longer pleasing clients. Some might say it's because there's no money. Unfortunately, it's possible to lack money for benefits, but there's always money for advertising; clients have simply shifted their affections.
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