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3215 articles · Page 47 of 134
Capital: Community Group Buying Market Estimated at 500 Billion Yuan, Channel Transformation May Reshape Brand Landscape
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, the leading new media in the FMCG industry, was held grandly from April 1-3 in Chengdu. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies. The discussion on community group buying has evolved from its initial formation in 2018, to the emergence of the 'old three groups' in 2019, and the 'new three groups' and major players in 2020, leading to widespread consumer acceptance and a common understanding today.
丁浙川How Second- and Third-Tier Brands Can Take Off with Community Group Buying
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Guan Mingyu, co-founder of community group buying platform Yidian Youxuan, shared insights on how brands can succeed in the community group buying channel. He outlined six key steps: selecting the right category, establishing a core concept, finding endorsements, telling a story, creating strong experiences, and driving word-of-mouth, illustrated with a case study of a milk brand that achieved significant sales.
关明雨Inquiring into Lidu: The "Four Haves" New Marketing
From March 25-26, 2021, the author led the New Distribution CEO class to Lidu for the third time, following 2019 and 2020. Five days prior, on March 21, Guobao Lidu Wine Sales Co., Ltd. issued a notice halting shipments of its three high-end products: 52% vol Lidu Sorghum 1308, 52% vol Lidu Sorghum 1955, and 50.8% vol Lidu Sorghum 1975. What kind of liquor has seen dozens of price increases since its inception, yet remains in short supply, even reaching the point of a full halt in shipments for its mid-to-high-end products?
赵波Genki Forest Apologizes for Marketing: What Is Truly Zero Sugar?
In recent years, a nationwide trend toward sugar-free products has emerged, with both foreign FMCG giants and local traditional and emerging brands launching various new sugar substitutes and zero-sugar products. Globally, many countries and regions have imposed strict sugar taxes, and China has also introduced multiple policy documents advocating reduced sugar intake and the use of natural sweeteners and sweetening agents permitted by food safety standards to replace sucrose. However, concepts such as zero sugar, zero sucrose, low sugar, and sugar substitutes are often misused, and Genki Forest apologized on the evening of April 10 for its product labeling of zero sugar and zero sucrose.
三万资本 柔嘉Hankou No.2 Factory Xu Pin: Exploring New Trends in Youth-Oriented Products
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, a professional FMCG new media platform, was held from April 1 to 3 at the Chengdu Ascott Hotel. The event attracted 3,000 industry professionals, including distributors, community e-commerce platforms, brand owners, and internet companies. At the parallel forum on April 2 afternoon, Xu Pin, National Sales General Manager of Wuhan Hengrunshi, delivered a keynote speech on 'Exploring New Trends in Youth-Oriented Products'.
New DistributionIn 2021, the Digitalization Model of FMCG Channels Has Basically Taken Shape
In the first half of 2021, the process of channel digitalization has become clearer. The digitalization model for FMCG channels has basically taken shape, with the main route being the digitalization of traditional mainstream channels. The basic model includes channel modularization, full-link connection, full-scenario reach, and BC integrated operation.
刘春雄a1 Annual S-Level Hit Product 'Gao Zhong Song' Released, Redefining 'Meat Floss Cake'!
On April 1st, a1 Snack Research Institute held its 2021 S-level hit product launch event at the Marriott Hotel in Chengdu, where over 500 distributor clients gathered to witness the official debut of the annual S-level product, Gao Zhong Song. Seizing the new dividend of the snack era, a1 aims to redefine the meat floss cake with its innovative product.
New DistributionBrand Channel Digitalization: Start from B-end or C-end?
The endgame determines the direction, and the current state determines the starting point. The distance between the current state and the endgame is the path for future work. The current state of channel digitalization is: 1. Leading FMCG companies have basically connected B2B, i.e., F2B or F2B2b, with the last link being b2C. During research, I found that some leading companies have even connected township second-tier distributors. Of course, this process has not been without resistance from distributors and sales staff. Companies that first connected B2B generally focus on direct-operated terminals. When...
刘春雄Surge 156% in Tea Bags, Yet They Look Increasingly Alike
The Chinese tea bag market is booming, with online sales expected to surge 156% in 2020, but products are becoming increasingly homogeneous. This article explores the reasons behind this trend and suggests opportunities for differentiation, such as targeting specific consumer segments, emphasizing functionality, and embracing cultural trends.
FBIFFrom Liangmianzhen and Tianqi's Fall to Yunnan Baiyao and Darlie's Rise: The Love-Hate Saga of the Toothpaste Market
On World Oral Health Day, the toothpaste market sees new moves from brands like Yunnan Baiyao and Canpar, backed by ByteDance. Despite the market's maturity, opportunities remain as brands innovate with flavors, packaging, and ingredients, while regulatory tightening promises a healthier future.
财经新媒体In Lower-Tier Markets, 'Middlemen' Are Even More Needed!
The article argues that in lower-tier markets, social, regional, and interest-based relationships are key, and that 'middlemen' (such as community group buying leaders) are essential due to the importance of personal trust and service. It warns that platforms that try to eliminate middlemen will fail in these markets.
冯华魁Why Doesn't Brand Advertising Boost Sales Overnight?
A friend who sold 20 million yuan via livestream but lost 2 million asked for advice. I told him his product was a white-label with no brand awareness or pricing power, and expecting livestream to turn things around was like building a second floor before the first. From selling products to building brands, there is no shortcut; the internet speeds up communication, but human cognition still takes time—from awareness to familiarity to affection—requiring a constant cycle of exposure.
勤勤恳恳码干货的Let Professionals Do What They Do Best: How Anneng's 'One Inventory' Helps FMCG Companies Strengthen Channel Power?
In the FMCG industry, traditional marketing relies on brand power and channel power. With media decentralization, channel power, especially deep distribution, has become crucial. Anneng Zhilian's 'One Inventory' solution integrates online and offline inventory to streamline supply chains, reduce costs, and enhance efficiency, enabling BC channel integration and helping companies adapt to diversified channels.
New DistributionDigitalization Transforms Marketing Management
Digitalization is transforming marketing management by providing real-time third-party data, visual management tools, and precise work arrangements, which will fundamentally change how sales teams are managed, from traditional 'lone wolf' models to data-driven, flat organizations.
刘春雄Yogurt Companies Push 'Zero-Additive' Label, Are You Willing to Pay for It?
Scan the QR code in the image to register. Businesses label products as 'zero-additive' to cater to consumers, but it's more of a commercial gimmick. A paper criticizing 'zero-additive' soy sauce has brought the concept back into the spotlight. Besides soy sauce, many yogurt brands are also wearing the 'zero-additive' coat. Are you willing to pay for 'zero-additive'?
周子荑Deep Dive | Severe Product Homogenization: How Can Emerging Brands Break Through with 4 Strategies?
In red ocean markets, many brands struggle with product homogenization. This article uses the fruit wine industry as an example to discuss how to break through from a strategic level, including category opportunities, brand selling points, differentiation, and value identification.
Keny伟The Value of Marketing Digitalization for Brand Owners
Digitalization offers four key values to traditional enterprises: improving efficiency, reducing costs, achieving business breakthroughs, and managing risks. From a channel perspective, digital transformation occurs at three levels: efficiency systems, incremental systems, and new business platforms, each representing different depths of channel reform.
刘春雄Powerhouse Alliance: Master Kong Beverages and "Left Hand Layup" Create a Youthful New IP
On March 24, Beijing Left Hand Layup Culture Co., Ltd. ("Left Hand Layup") held a "Hot Blood Rally" themed press conference, announcing an in-depth strategic cooperation with Master Kong Beverages, and multi-dimensional collaboration with its two major categories: Master Kong Iced Black Tea and Master Kong Boiled Water. Through the youthful IP of the Chinese animation "Left Hand Layup," the two parties will jointly build basketball culture, igniting life touchpoints with the basketball ecosystem, injecting youthful vitality into Master Kong's beverage business, and constructing a "Chinese story" of brand and culture among Gen Z.
New DistributionJiajia Soy Sauce's New Track + Digital New Play
Scan the QR code in the image to register. A new track means innovative categories; new play means innovative marketing. New play boosts the success of new tracks, while new tracks add creative space for new play. Most successful new tracks are accompanied by a new play.
刘春雄New Marketing 2.0 Guide: Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection
The environment has changed, and marketing must change accordingly. This article introduces the core concepts of New Marketing 2.0, including three-dimensional space, three-dimensional connection, dual-line deep distribution, and traffic interconnection, providing a framework for brands to integrate offline, community, and online spaces to achieve BC integration and traffic flow.
刘春雄Sun Mengge: I Want to Bring a Bottle of 'Hope Water' to the World
In 2018, inspired by Bruce Lee, former model Sun Mengge founded Hope Water, a brand of sparkling fruit juices made from traditional Chinese ingredients, with the mission of bringing a bottle of Chinese beverage to the world. The brand focuses on the foodservice channel, starting with its flagship product 'Wang Shan Zha' (Hawthorn), and has achieved over 100 million yuan in sales by 2020.
陈思廷Two Keywords for Digital Marketing: Cocktail-Style Channel Mix and Lego-Style User Relationship Co-Creation
Scan the QR code in the image to register. -01- Cocktail-style channel mix: If digital tools are weapons, decision-makers must distinguish between offense and defense, and between key-point breakthroughs and battlefield cleanup. The issue today is not store entry but sell-through, and the core is to provide small stores with a product sell-through solution, not just sell a box of drinks or instant noodles. -02- Lego-style user relationships: Many think traffic means business, but it doesn't; traffic only leads to business if it meets three principles: rigid demand, scarcity, and trust. The problem for brands today is not traffic but retention, and digitalization is the prerequisite for building relationships with users.
赵波Oral Care Brand 'Shenban' Secures ByteDance Funding: Targeting Gum, Mouthwash Goes FMCG
A widely circulated article once claimed that chewing gum sales declined due to mobile payments eliminating the need for change. Now, mouthwash is emerging as a new challenger in the breath-freshening category. Shenban, an oral care brand founded in 2018, recently completed its A2 round of financing led by ByteDance, following a $10 million A+ round just a month prior. The brand's mouthwash line achieved over 100 million yuan in sales within 80 days of launch, redefining the category as a fast-moving consumer good.
秦淮The Internet Era Needs Brands More Than Ever, But the Internet Itself Cannot Build Them
The magical year of 2020 pushed China's economy into an era driven mainly by domestic circulation, with online economy surging and livestream commerce creating a trillion-yuan trend, deepening the internetization of Chinese consumption. As the internet becomes a major consumption arena and users spend more time on mobile, views like 'brand-effect and performance integration' and 'the internet no longer needs traditional brand methodology' are gaining popularity again. However, what is called 'brand-effect and performance integration' is often 'brand-effect and performance separation,' where traffic-driven transactions and 'traffic equals sales' often mask the value of brands and overlook the importance of brand mindshare.
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