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3215 articles · Page 49 of 134
During the Spring Festival Consumption Peak, COFCO Fortune Land Strongly Launches on Focus Media to Send Blessings Home
As the Spring Festival approaches, the rice, flour, and oil market enters a peak consumption season. Recently, COFCO Fortune Land partnered with Focus Media to present a heartwarming Spring Festival dining table and plump natural fragrant rice through uniquely shaped advertising posters, creating a warm 'New Year shopping' scene in elevators and sending New Year blessings to the nation. At the start of the new year, COFCO Fortune Land, with products as the cornerstone, channel upgrades, and marketing efforts, solidifies its brand image of 'guarding the happiness of the Chinese dining table' and embarks on a new journey for the brand in the new year.
New DistributionYili, Mengniu, and Bright Dairy Raise Prices Collectively: Who Will Give Us 'Milk Freedom'?
As the Spring Festival approaches, domestic demand for dairy products continues to rise, but this year manufacturers have not only refrained from discount promotions but have instead raised prices across the board. Companies uniformly attribute the increase to a significant rise in raw milk prices and surging cost pressures. Yili, Mengniu, Panda Dairy, and One Cow Raised by One Person have all implemented price hikes to varying degrees, with some consumers reporting that a certain brand's 250g×24-box pure milk has risen from 60 yuan to 75 yuan per carton. Once upon a time, dairy companies that championed 'a cup of milk a day keeps Chinese people healthy' have now left many netizens lamenting, 'Can't afford to drink!'
郑瑞龙JDB and Wanglaoji Strike Hard: Can the Herbal Tea Category Return to the Mainstream?
The 2021 Spring Festival marketing campaign has kicked off, with brands like Qiaqia, Three Squirrels, Be & Cheery, Coca-Cola, Genki Forest, JDB, and Six Walnuts gearing up in December, launching ads in buildings, on CCTV, and online, along with offline activities. The goal is to make their brands a top choice for Spring Festival shopping. After a long silence, Wanglaoji and JDB have become the most watched brands again, signaling a potential revival for the herbal tea category.
夏春兵For a Condiment Brand to Succeed, Is Being Expensive Enough?
Condiments are getting more expensive. Recently, Haitian launched its 'Naked Soy Sauce' series, featuring a 0-additive concept and only five ingredients, pushing Haitian soy sauce into a new price range. A 460ml bottle sells for 39.9 yuan on Tmall. Meanwhile, Qianhe, known for its high-end positioning, continues to focus on '0-additive' and organic concepts, with its organic soy sauce priced at 49.9 yuan per 500ml. The shift reflects changing consumer demographics and a growing demand for health and convenience.
刘伯约Roland Berger China Report: Five Key Factors for Building New Consumer Brands!
Recently, many research institutions, investors, and financial media have been discussing Generation Z. According to QuestMobile's 2020 Gen Z Insight Report, Gen Z consists of those born after 1995 and after 2000. In November 2020, the number of active Gen Z devices on China's mobile internet reached nearly 325 million, nearly doubling from 166 million in the same period in 2016, making Gen Z a new force among mobile internet users. According to Roland Berger (one of the world's top strategic management consulting firms), Gen Z will also be a key group driving China's new consumption wave.
罗兰贝格China Consumers Association Warns: Don't Buy Blind Boxes Blindly!
Blind boxes, as the name suggests, contain different items in identical boxes, with consumers unaware of which specific item they will receive, though there is a certain probability of getting their desired product. This lottery-like marketing strategy easily stimulates consumers' desire to purchase and has become one of the marketing methods attracting youth consumption. As businesses across various industries have discovered the profitability of the blind box market, many hope to share in the profits. Beyond the initial toys, blind box fever has spread to sectors such as dining, beauty, stationery, and books, making blind boxes ubiquitous in the consumer market.
New DistributionChannel Digitalization Running with 'Toxins'
Digitalization is a hot topic, but most brands and distributors are still in the primitive stage of channel digitalization, with data fraud being a persistent problem. Experts suggest that without clean and real data, any digital system is just a castle built on sand.
陈思廷Consumer Trends: 'Branding' on One Side, 'De-branding' on the Other
The article explores the dual trends of branding and de-branding in consumer markets. It argues that while China is seeing increased brand concentration, there is an undercurrent of de-branding, exemplified by companies like Nanjiren and Xiaomi that challenge traditional brand premiums.
人神共奋City Manager in a First-Tier City: Channel Is the Foundation, Product Selection Is Key, and Victory Lies in Response
After a weekly meeting, Lao Wang asks Lao Li and Xiao Zhang to stay behind to address pricing conflicts in community group buying. He emphasizes that in the new retail era, frontline city sales organizations must adapt by focusing on channel needs, product selection, and rapid response, while maintaining core values and discipline.
许翔 Ryan XuMicro-Mall vs. Cloud Store: What's the Real Difference?
Cloud stores, along with one-code-per-item and RTM digitalization, are among the three foundational systems for brand marketing digitalization. However, cloud stores are often mistaken for micro-malls. While using a cloud store as a micro-mall is merely underutilizing its potential, using a micro-mall as a cloud store is problematic as it cannot support the marketing digitalization of brands and distributors. Technically, they may seem similar, but from a marketing perspective, they are vastly different. Both have their value, but the danger lies in using them incorrectly.
朱朝阳Jiang Nanchun's New Book 'The Dividend of Hearts and Minds': A Chinese Brand Methodology Earned with 100 Billion Yuan in Advertising Spend
In 2020, China's two dividends came to an end: the demographic dividend ended, pushing many industries into stock competition; the traffic dividend ended, with traffic costs rising and traffic ceilings emerging. A new era of brand resurgence is beginning, where brands will battle it out as dividends peak. With overcapacity and stock competition, we are entering the era of consumer sovereignty. Production and distribution are infrastructure; companies with quality production and extensive distribution are already in the finals. Who wins the consumer's final choice depends on who can first establish in the consumer's mind a reason to choose you over others, building brand cognitive advantage and premium pricing power.
New DistributionWill Vending Machines, Eyed by Zhong Xue Gao and Nongfu Spring, Be Key to Winning Offline Channels?
Vending machines for drinks are common, but have you seen one selling ice cream? At the end of 2020, netizens spotted a vending machine for the trendy ice cream brand Zhong Xue Gao in Hangzhou. This article explores why online brands like Zhong Xue Gao and Genki Forest are expanding offline, and how FMCG brands can effectively use vending machines to grow their offline channels.
FBIFDomestic Time-Honored Soda Brands 'Underperform'
Brand aging is the main problem for domestic time-honored soda brands. In Shaanxi, 'cold noodles, roujiamo, and another bottle of Bingfeng' form the cultural symbol 'Sanqin Set Meal'. 'No Bingfeng, no set meal'—Bingfeng is steeped in the memories of several generations in Xi'an and serves as a 'time machine' for locals to savor the past. There's a joke: to test a Xi'an native's 'purity', see how many bottles of Bingfeng they drink each year. Recently, this regional soda brand with 73 years of history signed an IPO tutoring agreement with Huachuang Securities, planning to list on the SME board of the Shenzhen Stock Exchange, with IPO application materials expected to be submitted before May 31, 2021.
萧田Breaking | Haitian Enters Edible Oil Market, Priced 20% Above Competitors, Will Launch Rice and Flour in the Next 1-2 Months!
Yesterday, the author learned from a distributor of Haitian Weiye that Haitian has launched a new edible oil brand, "Oil Commander," with soybean and corn oil products in 4.9L small packaging, targeting high-end family consumption with a focus on health and zero additives. Notably, the wholesale price per case for these two products is as high as 260 yuan and 272 yuan respectively, with distributor prices around 240 yuan after policy deductions, compared to about 190 yuan for similar competitor products. The distributor also revealed that Haitian will continue cross-category expansion, launching rice and flour products in the next one to two months.
陈峰New Logic for Investing in China: Insights from the Focus Media Curve
In 2020, the author proposed a basic logic: China's economy has entered an innovation-driven stage of high-quality development, where business models and brands with category innovation value will be fully recognized by the market. Investors should make choices based on innovation intensity, time window length, and mind-share solidification. The author also suggested using the 'Focus Media Curve' as an observation window to judge whether a company has benefited from innovation dividends.
当下君The Battle Between Old and New: Traditional Brands vs. Innovative Brands – Who Will Dominate the Future?
In 2020, we witnessed new milestones: Genki Forest, founded only 4 years ago, succeeded with sparkling water, its valuation soaring by 10 billion yuan to 14 billion yuan in a year; domestic fruit tea brand CHALI secured successive funding rounds, while legacy tea bag brand Lipton was divested from Unilever due to brand aging; protein bar brand ffit8 surpassed 100 million yuan in sales in its first year; during promotions like Double 11, Wangbaobao overtook Quaker and Saturnbird defeated Nestlé, revealing a new competitive landscape. Reports on new brands were overwhelming, with many media and investors offering optimistic forecasts. New products...
刘伯约Who Says Old Players Can't Innovate? Lee Kum Kee's Steamed Fish Soy Sauce Precisely Positions a New Subcategory!
In the consumer market, the most effective way for new players to challenge established ones is to define a new subcategory and become the leading brand in it. However, old players like Lee Kum Kee can also innovate; by creating steamed fish soy sauce in 1997, they carved out a new niche and set an industry benchmark.
澄韵From Product, Marketing, Channels to Supply Chain: How Do New Consumer Brands Win the Battle for Attention?
As the consumer sector becomes a thriving oasis amid a barren To C landscape, new brands are emerging rapidly. Despite the COVID-19 pandemic hitting most consumer goods companies in 2020, outstanding new brands continued to advance, such as Zihaiguo building its own supply chain and Zhongxuegao expanding offline with 500% growth.
经纬创投主页君Soft Drink Market Heats Up: Is Nongfu Spring's Cross-Border Expansion Hitting a Roadblock?
Beyond natural water, how much room does Nongfu Spring have in the soft drink market? New soft drink brands represented by Genki Forest are blocking Nongfu Spring's cross-border expansion. In 2016, Nongfu Spring began testing overseas markets by establishing Creswell NZ Ltd in New Zealand and exporting hit products like Tea π. It took Nongfu Spring nearly 20 years from its founding to go global, while new brands are moving much faster.
财经新媒体2020-2021: Without Dreams, Why Brands?
The article reviews the challenges and opportunities in China's FMCG sector during 2020, highlighting the rise of new consumer brands, the importance of product strength, and strategies for brand building in 2021.
Keny伟The Three Realms of Community Marketing
Community marketing that has formed business models can be roughly divided into three realms. The first realm is harvesting marginal groups, which enjoys community dividends but ultimately ruins the community. The second realm is the communalization of community commerce, where warm community connections become a commercial addition. The third realm is enhanced connection and relationship transfer without marketing traces, where communities integrate into mainstream commerce, becoming the router of business and achieving seamless community marketing.
刘春雄When the Initial Novelty Fades, How Should New Food and Beverage Brands Sustain Their Business?
As companies review 2020 and plan for 2021, new consumer brands in the food and beverage sector face the challenge of sustaining growth after the initial novelty-driven purchases. The key lies in continuously engaging consumers through brand building and driving repeat purchases, rather than relying solely on new customer acquisition.
秦淮Food Track Sees a Stream of Hits, but Turning Internet-Famous into Long-Lasting Brands Is Hard
The food consumption sector is undergoing a new transformation, with many internet-famous brands emerging. While the rise of brands like Genki Forest, Saturnbird Coffee, and Chicecream signals a new era of consumption, it also raises concerns about their moats. To become truly enduring companies, these brands still have much to learn.
陈夏怡Three Essential Elements for a Perfect Enterprise-Level Private Domain System in the Next Five Years
Before the article begins, let's briefly look at the past and present of 'private domain'. Around 2010, leading social platforms such as Weibo and WeChat Official Accounts emerged, and a large number of self-media rose, making enterprises realize that the discourse power of brand communication had fragmented. To address this challenge, some brands passively registered official accounts, but the results were often unsatisfactory. It wasn't until the end of 2018 that 'private domain traffic' was formally proposed.
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