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3215 articles · Page 46 of 134
Traditional Marketing System Has Failed: How Can Brand Owners Reconstruct a New Marketing System?
This article is a speech by Zhao Bo, founder of New Distribution, at the 2021 Huachuang Securities Mid-Year Strategy Meeting's Food & Beverage Forum. It systematically analyzes the past, present, and future transformation trends of FMCG marketing.
赵波Why Are Ice Creams Getting More Expensive?
Ice cream is being reinvented with creative shapes and flavors, driving up prices. From cultural creative ice creams at scenic spots to new brands and healthier options, the industry is expanding rapidly, with market size expected to exceed 160 billion yuan by 2021.
王梓旭The Advanced "Health Preservation 2.0" Era: How Can Food Brands Leverage a Trillion-Yuan Market?
The once-popular "punk health preservation" among young people, characterized by behaviors like staying up late while applying face masks and drinking cola with goji berries, reflected their self-deprecation and helplessness. Now, young consumers are embracing a more advanced "Health Preservation 2.0" era, focusing on healthier diets, lifestyle choices, and brand preferences, presenting new opportunities and challenges for brands.
FBIFFounded 6 Years, Only One Brand, Becoming a Local Dairy Distributor Giant: How Did This Post-90s Achieve It?
From the rise of e-commerce to the outbreak of community group buying, the iteration speed of markets and channels is accelerating. Many older distributors are stuck in the past, while a group of post-80s and post-90s are rising rapidly, doing better business. Liu Fen, general manager of Hubei Quanjielai Trading Co., Ltd., is a post-90s distributor who started her business in 2014,代理蒙牛一个品牌, and in six years became a top dairy distributor in Hubei, winning the 2020 Mengniu Outstanding Contribution Award.
周群Viewing the Changes and Differences in Marketing Today and in the Past from the Perspective of Information Civilization
This article contrasts the industrial and information civilizations, arguing that the latter, driven by the internet, has shifted power to consumers, making traditional marketing theories partially obsolete. It advises brands to focus on digitalization, user relationships, and 24/7 availability to meet new consumer demands.
赵波0 Sugar, Low Fat, Plant-Based... Old and New Giants Battle in the 300 Billion Yuan Yogurt Market
The yogurt industry is already a red ocean, but the battle for niche ecosystems in the 'low-temperature zone' seems to be timely. The consumer market has once again witnessed a capital frenzy. On March 25, Jane Yogurt announced the completion of a total 800 million yuan Series B financing round, with new investors including Sequoia Capital China, Yunfeng Capital, and others.
王吨吨Champions League is Coming! Heineken Brings the Champions League Trophy on a Tour of China, Deeply Crafting a Premium Brand Experience
The Champions League trophy, the holy grail in the hearts of football fans, has arrived in China. Starting May 1, the trophy symbolizing the pinnacle of European club football began a tour across multiple Chinese cities. Notably, China is the only country in Asia to host the trophy tour this year, and it is Heineken, the premium beer partner of the Champions League for 25 years, that has brought it here.
陈谨文High-Potential New Consumer Leaders: None Compete on Cost-Performance
In recent years, consumption upgrading has been strong, with new consumer tracks such as new tea drinks, new snacks, and new toys producing one delightful brand after another, like Heytea, Naixue, Zhong Xue Gao, Genki Forest, and Pop Mart. Looking at these companies, it's clear that the leading ones all enjoy significant brand premiums. Many industry insiders say, 'New consumption upgrading is not about selling cheap goods at higher prices, but selling them in a more premium way.' Many companies habitually price based on value, believing that good products can be sold at higher prices. However, in classic marketing theory, customers judge value by price, thinking that expensive means good. So how to give products more perceived value without being accused of 'ripping off' consumers has become the key to success for new consumer companies.
百里The Secret of Innovation: A Decade Later, the Truth Behind Jiangxiaobai's Success
When it comes to user management, in marketing we care most about two groups: angel customers (or source-point people), who are a brand's first buyers and most likely purchasers, and valued customers (or core people), who contribute the majority of sales. Angel customers determine a brand's survival, while valued customers determine its growth. However, true innovation often comes from focusing on non-customers—those who currently have no need or interest—as exemplified by Jiangxiaobai, which targeted young non-drinkers of baijiu, and PIY, which targeted renters who typically don't buy furniture.
空手The 'Worst-Tasting Drink': The Next Decade of Unsweetened Tea
Tea is familiar to Chinese people. According to Ries's 'Global Strategic Positioning Report: Trillion-Dollar Opportunities in National Mind Resources,' China inherently possesses the national mind resource of tea. In recent years, new categories such as ready-to-drink unsweetened tea, new-style tea drinks, and new-style bagged tea have expanded the concept of 'tea,' making it more beverage-like, youthful, and casual. This article discusses the development of ready-to-drink unsweetened tea in China, its current stage, and its future prospects, drawing comparisons with the Japanese market.
FBIFFamous Brand Dumps 'Tens of Thousands of Cartons of Milk'! 'Only Want the Caps, Not the Milk!'
The manufacturer and the talent show organizers have effectively tied together 'contestant debut opportunities - product sales - fan voting', ultimately 'harvesting' the fans' wallets. In recent years, talent shows have been booming, such as the grand annual 'Youth With You' and 'Produce Camp'... However, the editor has never been involved in the fan circle, always just an outsider. Today, I came across a video of milk being dumped and was shocked to learn that voting in talent shows can be this wasteful... It's too exaggerated... In simple terms, fans buy a specified milk to vote, needing to twist off the cap and scan the code inside to cast their vote.
上海全知道First-Generation Internet Celebrities Struggle, Aggressive New Products Strike Back: Who Will Dominate the 600-Billion-Yuan Snack Market?
In late April, snack companies released their first earnings reports of 2021. From April 21-26, Liangpin Shop, Three Squirrels, Qiaqia Food, Yanjin Shop, and Ganyuan Food published their Q1 reports, marking the first performance review for A-share snack companies. A year ago, Liangpin Shop's listing allowed internet snack leaders to compete with established traditional players. Now, the sector shows clear divergence and trends, with internet brands climbing, traditional players differentiating, and new entrants rising.
郝乐乐The Strategy Behind Coca-Cola's "Price Increase"
CNBC reported that Coca-Cola CEO James Quincey said on the 19th that the company plans to raise product prices due to rising raw material costs. "We have good hedging measures in 2021, but pressure is increasing in 2022, so prices must rise," Quincey said. The announcement immediately sparked a heated discussion online, reminiscent of the uproar when Coca-Cola changed its formula in 1985.
苏相如The Future of Intermediaries: A Once-in-a-Century Opportunity
2021 marks the end of the old business cycle and the beginning of a new one, characterized by intelligent commerce. All entities in the supply-demand chain—producers, suppliers, and distributors—are being redefined, modularized, and reorganized. This shift from industry position competition to ecosystem competition presents a historic opportunity for intermediaries.
任小东Rivalry Heats Up in the Braised Snack Market: With Tencent and Challenger Capital Entering, How Can Brands Win in the 100-Billion-Yuan Sector?
In 2020, the leisure braised snack food market exceeded 100 billion yuan in size. According to Frost & Sullivan, from 2015 to 2020, the compound annual growth rate of leisure braised products reached 24.1%, making it the fastest-growing category in the snack food sector. With a history of over 2,000 years, braised food is often called by netizens as 'the taste that best represents China' for its lingering flavor that appeals across generations and regions. Due to the special preparation methods, Chinese consumers previously could only enjoy fresh braised food at home or in stores.
FBIFNongfu Spring Launches 'Changbai Snow' Natural Snow Mountain Mineral Water: Who Will Dominate the 3-Yuan Mineral Water Segment?
Nongfu Spring's ninth new product this year is 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. Its launch may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle.
陈峰Master Kong's Sugar-Free Iced Black Tea Garners Widespread Optimism at Launch: What's Behind It?
Recently, the launch of Master Kong's new sugar-free iced black tea has sparked widespread industry discussion, with most observers taking a positive view of its future. Given the constant stream of new products in the beverage sector each year, it's worth analyzing why Master Kong's move has attracted such optimism.
New DistributionUnilever Invests 1.3 Billion Yuan, Genki Forest and Heytea Are Also Doing It: How Attractive Is the DTC Model?
Behind the boom of new consumer brands lie hidden issues, such as increasingly expensive traffic and marketing costs accounting for over half, or even 60%, of revenue for many brands. Amid brands' lamentations, the DTC (Direct-to-Consumer) concept is gaining traction. Originating in the U.S., DTC refers to brands interacting with consumers directly through their own official channels (websites or apps abroad, WeChat mini-programs or Moments in China) without intermediaries or third-party platforms.
FBIFFour Digital Channel Routes for Brand Owners
No digital path is wrong, but one must remember how high each path's ceiling is. From the magnitude of the ceiling, there are levels of 100 million, 1 billion, 10 billion, and 100 billion. Choosing a digital path is choosing the future scale of the company.
刘春雄Feihe's 'Beijing No.1' Shows the Resilience of Domestic Brands: Feihe Secures 'Beijing Market Sales No.1' with Frost & Sullivan Certification
On April 18, international authoritative research firm Frost & Sullivan certified that in 2020, Feihe ranked first in sales in Beijing's infant formula market. This achievement is significant for domestic milk powder brands, as Beijing is a high-standard market where consumers demand quality, and it marks a major breakthrough for domestic brands in first-tier cities.
New DistributionMondelez Greater China VP Zhu Yijing: Thoughts and Responses on Omnichannel Business Development
At the recent China FMCG Channel Innovation Conference, New Distribution invited Ms. Zhu Yijing, Vice President of Mondelez Greater China, to share her insights. As a century-old global leader in biscuits, chocolate, gum, candy, and powdered beverages, Mondelez has consistently navigated industry cycles. Zhu, responsible for sales, shared her strategic thinking and responses to the rapidly changing retail environment, which New Distribution has compiled and excerpted.
朱忆菁Liangcha's Glory Fades: Can JDB 'Recover' from Brand and Equity Battles to Go Public?
Facing market fragmentation by emerging brands and after repaying 1.5 billion yuan in debt, JDB needs to 'recover' before re-entering the fray. Three years ago, JDB's president Li Chunlin set a goal: to complete an IPO by 2021. Recent reports indicate JDB is accelerating its Hong Kong IPO, aiming to raise at least $300 million.
张玮玮Why Are We Fighting Over Yogurt Again?
The yogurt market is becoming increasingly crowded, with sales projected to grow from 45.6 billion yuan in 2012 to 220 billion yuan by 2022. As the常温 yogurt market saturates, new brands are turning to low-temperature yogurt, which offers more room for innovation, and functional yogurts are beginning to emerge in China, following Japan's lead.
王梓旭Xu Yonggang of Zhengzhou Swire Coca-Cola: Solving the BC Integration Challenge with a Game the Industry Has Played for 20 Years
At the 6th China FMCG Channel Innovation Conference, Xu Yonggang, Director and General Manager of Zhengzhou Swire Coca-Cola, shared his insights on BC integration. He introduced a formula of 'entry, traffic, and monetization' and highlighted two 'gold mines': customer databases and products, using a successful UTC promotion as a case study.
徐永刚