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Browse 3215 New Distribution articles about Brand Marketing.
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From the Evolution of Sovereignty to Marketing Opportunities in the Era of Consumer Sovereignty
In China's FMCG industry, the sovereignty of transactions has been evolving: from factory sovereignty to brand sovereignty, then channel sovereignty, and now the consumer sovereignty era has just begun. This article explains why the fourth sovereignty era is only now starting, its logic, relationships, and future trends.
赵波After 11 Years, Bright Dairy Launches a New Ambient Yogurt Brand! We Also See the Industry Opportunities Behind the Launch
Bright Dairy has launched a new ambient yogurt brand, Yanjian, featuring a 0 sucrose, 0 additive product, marking its first new ambient yogurt brand in 11 years. This move addresses product homogenization in the ambient yogurt market and aligns with the broader food and beverage industry trend toward sugar reduction.
FBIFEntering 2021, Marketers Should Abandon the 'Wait, Sit, and Rely' Mindset
As 2020 comes to a close, FMCG professionals have faced a turbulent year, with the pandemic hitting gift-oriented products hard and leading to significant income losses. The article urges marketers to abandon passive mindsets, embrace systematic thinking, adaptability, continuous learning, and proactive action to thrive in 2021.
高级研究员 海游Community Marketing: Business Fringe or Mainstream?
Whether communities exist because of social interaction or social interaction is built upon communities determines their value. Whether community commerce is a battlefield or a weapon of mainstream business determines if it remains on the fringe or enters the mainstream. Communities must connect three dimensions to move from small battlefields to big business, and only through relationship transfer can communities connect the world.
刘春雄New Consumption, New Scenarios, and New Channels Emerge Endlessly: Ann's "One Pallet of Goods" Helps FMCG Enterprises Build Core Competitiveness
As the year draws to a close, "restarting 2020" has become a topic of discussion. Looking back on the past year, the impact of the pandemic on work and life is undeniable, and for many, 2020 will be an unforgettable year for the next five, ten, or even longer. If time could rewind to the beginning of 2020, setting aside the pandemic's effects, would our industries and businesses truly be better off than they are now?
刘少德The Rise of Pop Mart: Why Every FMCG Brand Should Learn from It
Pop Mart, the 'first stock of blind boxes,' has gone public in Hong Kong with a market value exceeding HK$100 billion, leaving even seasoned investors puzzled. This controversial company sells trendy toys to young consumers, and its success offers valuable lessons for FMCG brands.
陈峰Distributors Reminder: How Should Advertising Be Done?
During recent market visits and exchanges with distributor friends, many distributors conveyed the same message: new brands and new products are increasingly difficult to handle. How to select and promote new products has become a challenge for everyone. There are two key points: first, how to choose the right product in a dazzling market; second, once the product is determined, how to achieve final sell-through in the channel. Frankly, these two issues determine the success of a distributor's business and even affect its future development. Distributors unanimously agree...
秦淮Comparing Three Squirrels and Qiaqia: Who Is More Worth Learning From for New Consumer Brands?
As consumption upgrades and the new generation becomes the main consumer group, many existing brands will be replaced by emerging ones. Meanwhile, due to personalized and niche consumer demands and fragmented traffic, the market share of leading brands will be gradually taken by numerous small and medium brands that cater to niche needs. Panda Capital continues to be optimistic about the new consumption field and has made systematic investments, including customized vitamin DTC brand LemonBox, light luxury eyewear platform Coterie, subscription-based weight management brand Dongchi, and others.
张路璐Common Growth Methodology of Innovative Consumer Brands like Zhongxuegao, Wangxiaolu, and Bohe Health
In recent years, innovative consumer brands have emerged rapidly. New Distribution has reported on dozens of such brands over the past two years. Through exchanges with founders, we found that their rise has been riding on the dividends of the era, including rising consumption levels, personalized and diversified demands, and the ubiquity of mobile internet, especially WeChat with 1.2 billion monthly active users, which has become the infrastructure for social life, enabling real-time and convenient connections with users.
秦淮Quiet Exploration: How This Beijing Time-Honored Braised Food Brand Stays True to Its Roots While Expanding Sales
Chinese people love to eat, especially spicy and savory braised foods, which can be called national foods. When it comes to braised food brands, many may first think of Zhou Hei Ya and Juewei, as both companies were listed on the A-share market thanks to foodies. In fact, these brands also started in a small area, relying on unique flavors and word-of-mouth from local consumers, such as Zhou Hei Ya in Wuhan and Juewei in Changsha, before expanding nationwide. In Beijing, there is also such a braised food brand called Hahajing, which rarely publicizes itself and has a pragmatic, low-key corporate culture. This time, New Distribution had the opportunity to visit Hahajing's Beijing headquarters and had in-depth exchanges with COO Ren Peng and Operations Director Ma Meng, attempting to reveal some of the stories behind Hahajing.
澄韵New Economy Decade Roundtable: Branding Is an Important Trend for Future Development
At the WISE2020 New Economy King Conference, Jiang Nanchun, Chen Xiaohua, and Bai Rubing discussed how companies can differentiate and build brand recognition in the new economy decade. They emphasized that while traffic and performance ads offer short-term gains, brand advertising builds lasting consumer trust and market leadership.
New DistributionConsumer Brands Without Supply Chain Advantages Are Doomed
This article discusses the critical importance of supply chain advantages for consumer brands, arguing that the current boom in consumer brands is largely a result of decades of supply chain development. It emphasizes that brands must build robust supply chain capabilities to achieve sustainable growth, rather than relying solely on internet traffic and sales.
李倩说品牌If Polls Are So Unreliable, What Can Marketers Trust?
Despite Biden's victory, polls proved unreliable, prompting a debate on whether market research and data can be trusted. The article argues that data and insight serve different roles: data provides information, while insight interprets it, and they must be used together, with insight leading and data validating.
响马老苗“Co-creation with Consumers” Will Become the Most Important Marketing Model for Future Brands
Marketing should be viewed from the perspective of supply and demand. When supply exceeds demand, it leads to demand upgrading and inevitably shifts power to consumers. Today's brand owners need to focus on relationship marketing, scenario matching, and multi-dimensional connections.
赵波The Drawbacks of the Snack Giants, the Opportunities for New Consumer Brands
During this year's Double 11 shopping festival, the three giants Three Squirrels, Beiyuwei, and Liangpin Shop once again dominated the top three spots in the snack category. While Three Squirrels did not disclose total sales, reports show it ranked first across nine platforms including Tmall and JD.com; Liangpin Shop's sales reached 659 million yuan, and Beiyuwei's 560 million yuan. This sales volume is beyond the annual targets of many brands. Under the definition of full-category snacks, the three giants, spanning nuts, dried fruit, and jerky, continue to expand into other brands' territories, competing for market share.
刘伯约After Debut, New Brands Still Need to Conquer Three Mountains
On the evening of November 19, Yixian E-commerce, the parent company of the new domestic beauty brand Perfect Diary, successfully IPO'd on the NYSE. The IPO price was $10.5 per share, with a market value of nearly $7 billion (about RMB 46 billion). From the launch of Perfect Diary's Taobao store in March 2017, to riding the Xiaohongshu platform dividend in 2018, to now being listed on the NYSE, it has completed a beautiful transformation in less than four years, making it a phenomenal growth case for new domestic brands in recent years.
鑫爷Innovative Consumer Brands: Think Twice Before 'Overtaking' the Old Titans!
A few months ago, Diao Ye published an article titled 'Old Titans Are Anxious, They Are Being 'Overtaken' by New Brands,' which stirred excitement among innovators. Indeed, in an era of national prosperity and internet infrastructure, every consumer product deserves a fresh look, and titans should be anxious. However, truly 'overtaking' the old titans is no easy feat. Consumers have moved beyond functional needs and now demand better, more beautiful, and emotionally resonant products. But need does not equal consumption, nor does it guarantee sustained consumption.
袁来 潘利华Your Marketing Approach Is Just Like How You Chase a Girl
This article explains the concept of private domain traffic, the underlying logic of marketing, and how to build a closed loop for private domain traffic. It emphasizes the importance of controllability, precision, and the 4R conversion model, and provides practical strategies for traffic acquisition, conversion, and repurchase.
甄妙Creating 100 Billion GMV, Why Youzan Has Become a 'Must-Have' for Brand Private Domain Operations?
Youzan, an 8-year-old SaaS service provider, will officially enter the '100 billion club' this year. At its 8th anniversary ecosystem conference on November 27, Youzan CEO Bai Ya revealed that in the first three quarters of 2020, the transaction volume of merchants served by Youzan reached 72.3 billion yuan, and the full-year transaction volume in 2020 will exceed 100 billion yuan. Bai Ya stated that 'the meaning of Youzan's existence is to help merchants succeed, so transaction volume has always been the core indicator for Youzan to evaluate its performance.' With an annual transaction volume of 100 billion, there are only a handful of e-commerce companies in China that have reached this scale.
陈峰Mars Wrigley China Changes Leadership: Meet the New Head
Mars Wrigley China President Clarence Mak has quietly left the company after just over a year in the role. Larry Feng has taken over as the new president, with plans to continue the company's transformation towards a 'big snack' platform and expand into high-growth categories like ice cream and nuts.
番茄"Marketing Digitalization in 10 Lessons" Lesson 10: How the Top Leader Drives Digitalization
The success of big data initiatives hinges on the commitment of the top leader, as emphasized by data expert Che Pinjue. This article explores the nuances of top-led projects, from understanding digitalization to strategic implementation, emphasizing that true leadership involves vision, resource allocation, and persistence through challenges.
刘春雄Selling Over 1 Billion Bottles a Year: How Did Wusu Beer Turn the Tables to Become a Viral Hit?
In a beer industry dominated by five major brands with over 85% market share, a once-struggling fourth- and fifth-tier beer brand has surged against the trend, selling 2.6 million bottles a day and over 1 billion bottles a year, and quickly going viral on short-video platforms like Douyin, Kuaishou, and Bilibili. This is Xinjiang's Wusu Beer, nicknamed 'Lethal Big Wusu'.
吴勇毅This Hunan Brother Duo, Relying on Small Spicy Strips, Aims for IPO: Annual Sales of 4.9 Billion
Another 'national snack' is about to knock on the door of IPO. According to the latest report from Reuters IFR, Weilong Food is working with CICC, Morgan Stanley, and UBS to plan a Hong Kong IPO in 2021, aiming to raise $1 billion. However, Weilong has not commented on this. Weilong is famous nationwide for its spicy strips. In 1999, 21-year-old Liu Weiping from Pingjiang, Hunan, ventured to Luohe, Henan. With only a high school diploma, he led his younger brother Liu Fuping and fellow townspeople from a small workshop making gluten snacks, eventually building a vast spicy strip empire—in 2019, Weilong achieved revenue of 4.909 billion yuan.
张继文 周佳丽Brand Building or Traffic Chasing: Which Advertising Strategy Is More Effective?
Reflecting on marketing effectiveness has once again become a hot topic in the marketing circle. There are two main schools of thought in media placement: one focuses on 'brand building' to establish product brand image and increase market share; the other focuses on 'performance advertising' to chase traffic, where costs and measurable results like clicks, downloads, and registrations are monitored. The debate between these two approaches has been ongoing, and the 'Adidas 3 billion lesson' has sparked widespread discussion.
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