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3215 articles · Page 53 of 134
Market Research: The Starting Point of an Excellent Sales Director
Opening recruitment websites, one finds that the most frequently advertised positions in FMCG companies are for channel development. Indeed, channel development is the first step for a company to monetize its products. Fifteen years ago, with rapid economic and population growth, channel development was relatively easy; as long as the product was available and the 'old playbook' was followed, subsequent marketing efforts usually went smoothly. However, in recent years, this is no longer the case: products are developed, but channel development is difficult; even when distributors are found, nurturing them is challenging, leading to 'abandoned' markets. What exactly is the reason? Even when farmers have favorable weather, they may still have poor harvests, which can be attributed to three reasons...
高级研究员 海游No Matter How Popular Online, How High the Volume, Offline is the Main Battlefield for Internet-Famous Brands!
In recent years, the rise of the new consumption wave has made online platforms an incubator for new consumer brands, creating many bestsellers. New Distribution has interviewed and reported on dozens of innovative consumer brands, and through communication with founders, it was found that these brands, after achieving online popularity, encounter many challenges when entering offline channels.
道农Two Years Later, Will 'Aliens' Beat Red Bull?
The functional beverage market is facing potential disruption from new entrants like Genki Forest's 'Alien' brand. While some believe new forces will struggle to challenge established players within five years, others argue that with capital, product innovation, and appeal to younger consumers, they could eventually overtake the old guard.
水牛蚁4 Years, 1 Billion Bottles Sold: Unpacking the Success of Genki Forest
If the food industry had a trending list, the emerging national trend brand Genki Forest would undoubtedly rank at the top. During the 2019 Double 11 shopping festival, Genki Forest ranked second in online sales nationwide, beating out Coca-Cola and PepsiCo. In 2020, it again defeated the two giants to retain the Tmall beverage category crown. In just the first half of 2020, sales exceeded 800 million bottles, and over four years, cumulative sales surpassed 1 billion bottles, reaching one-tenth of Coca-Cola's decades-long sales volume in China. By July of this year, its valuation had reached 14 billion yuan, close to that of Heytea.
李相如First-rate companies serve users, second-rate companies make products, third-rate companies chase traffic
Companies that chase traffic cannot outdo those that make products, and those that make products cannot outdo those that serve users. LEGO's turnaround from product-centric to user-centric thinking illustrates this principle, as it shifted focus from fleeting trends to timeless human needs, leading to its resurgence as the world's most profitable toy company.
响马老苗2-Year Sales Surge of 2000%, 100+ SKUs: Shark Fit Founder on Hit Product Logic
As per capita consumption rises, the wave of consumption upgrade is driven by evolving consumer attitudes, expanding the industry's scale and creating more space for growth. In recent years, the 'health' trend in the food sector has remained strong, prompting even industry giants to test the waters. For instance, last year, COFCO launched weight-loss meal replacement biscuits, Want Want introduced its healthy snack brand Fix Body, and Master Kong released a meal replacement bar called 'Sunshine Youxian'.
何年Channel Transformation in the Second Half of 2020: Insights from Chacha Food's Dual-Curve Strategy
This article discusses channel transformation in the post-pandemic era, emphasizing that channel changes should not be viewed in isolation but as part of a coordinated 4P strategy. It highlights the importance of category, traffic, and scenario, and shares Chacha Food's approach to focusing on two business lines: sunflower seeds and nuts.
王斌Hema Fresh vs. Miss Fresh: The Battle for the Fresh Food Market (Models, Positioning, User Profiles, Customer Acquisition Costs...)
The fast-paced urban lifestyle and convenient logistics services have driven the rapid growth of fresh food e-commerce in recent years, especially accelerated by the pandemic. This article provides a competitive analysis of Hema Fresh and Miss Fresh, two leading platforms, covering their models, positioning, user profiles, and more.
New DistributionTsingtao Beer's E-commerce Strategy: Latest Thoughts on Short Video Livestreaming and In- and Out-of-Platform Seeding and Harvesting
Both brand owners and technology providers need to know what they want to achieve, whether in public or private domains, and where the growth points lie. E-commerce doesn't guarantee growth; it's about finding the growth points. In February and March, China's e-commerce overall declined by 22%, yet Tsingtao Beer continued to grow. What exactly is e-commerce digitalization? Digitalization is all-encompassing, an E-transformation of the entire process from top to bottom based on corporate strategy. The topic here is e-commerce digital marketing, which involves two aspects: marketing digitalization and e-commerce digitalization.
史永刚We Studied 20+ New Sparkling Water Products at Home and Abroad, and You Can Forget About Genki Forest
This summer, Genki Forest has become incredibly popular, with over 12.3 million search results on Baidu, 1.18 million Weibo posts, and 20,000+ Xiaohongshu notes. The carbonated beverage market has finally seen new life, as traditional carbonated drinks have been declining due to health concerns. This article analyzes why Genki Forest succeeded, explores the booming sparkling water market, and discusses the potential for new brands to innovate beyond the standard formula.
胖鲸研究所Three Keywords of Lawson's Speed: Community-Oriented, Youth-Oriented, and Lower-Tier Markets
Since announcing profitability in its main business last year, Lawson has significantly accelerated its development. Despite a slowdown due to the pandemic, its store expansion remains strong. Based on the current pace, it is highly likely that Lawson China will surpass 3,000 stores by the end of 2020. After the pandemic eased, Lawson expanded more aggressively, opening 28 stores in Chongqing from April to July, and entering multiple third- and fourth-tier cities.
龙商网Yakult, a bestseller for 85 years, is now selling 'lactic acid bacteria' cosmetics?
In recent years, the concept of 'probiotics' has become increasingly popular, with various advertising slogans such as 'nourish the stomach' and 'promote digestion' emerging, making these products synonymous with health. Probiotic drinks have thus come into being, and most now contain lactic acid bacteria, hence the name 'lactic acid bacteria drinks'. When it comes to lactic acid bacteria drinks, one cannot avoid mentioning Yakult, which boasts '10 billion live lactic acid bacteria', achieving the feat of 'one product, 85 years, annual sales of 27 billion', and earning the nickname 'one red bottle conquers the world'. In 2019, it captured over 60% of China's probiotic drink market, with daily sales of 7.6 million bottles in China. Recently, Yakult has further expanded its strategy in China by entering the cosmetics industry.
KittyThe "Marketing" You Work So Hard At Might Be the "Fake Marketing" That Leads You Astray
Marketing is the profitable satisfaction of needs. This year has seen major market changes; it's gratifying to see some companies truly seize opportunities and make great strides, but disheartening to see more led astray by "traffic-first" and fabricated new concepts. If companies fall into misunderstandings about marketing, they may never escape these pitfalls.
苗庆显Why Did Unilever Reduce Its 1,600 Brands to 400?
As early as 1999, Unilever operated in about 150 countries worldwide and had as many as 1,600 brands, making it one of the world's largest FMCG companies. Why did Unilever have so many brands? And why did it later reduce its brands from 1,600 to 400?
曹虎 王赛Old Dominants Are Anxious, They Are Being 'Killed' by Emerging Brands!
After writing an article about the new consumption wave last year, I've been told repeatedly that my closing line 'every consumer product is worth redoing' was spot on. Since the pandemic, I've been busy with Alibaba's investment in Helijia, and now I've finally turned to see how the consumer goods world has changed. To my shock, established brands like Shu Uemura, Givenchy, Avène, Quaker, and Tong Ren Tang are being quietly overtaken by domestic upstarts such as Zuben, Florasis, Winona, Wangbaobao, and Xiaoxiandun. The infrastructure dividend of the past 20 years has set the stage for a new era of Chinese consumer brands, driven by product managers, technological innovation, and a youthful spirit.
雕爷Three Squirrels' Zhang Liaoyuan: How to Win in a Once-in-20-Years Brand Opportunity?
Affected by the COVID-19 pandemic, many companies faced huge operational pressure in the first half of 2020 due to reduced store traffic and declining consumer spending. As the first internet food FMCG brand to surpass the 10 billion yuan threshold, Three Squirrels also faced challenges. However, outstanding entrepreneurs are better at finding opportunities in crises. In a speech titled 'From the Traffic Era to the Content Era: The Next P&G Era Has Arrived', Zhang Liaoyuan shared his in-depth thoughts and implementation methods for building new brands as Three Squirrels transitions from a single brand to multiple brands.
章燎原“Buying Traffic Is Death, Not Buying Traffic Is Also Death”: How Did We Fall into the Trap Again?
When faced with the dilemma of choosing between certain death and suicidal action, you are not confronting the real problem. The article argues that the real issue is not traffic, terminals, or advertising, but the lack of genuine market value, product appeal, and brand strength.
响马老苗Tmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!
In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.
New DistributionLive Streaming Is Not the Future; Building a New Marketing Value Chain Is
Consumer decisions are driven by two cognitive systems: System 1 (intuition) and System 2 (rationality). Live streaming appeals to System 1, making it suitable only for low-involvement, low-risk, low-price products. The real value of live streaming is limited to driving purchase behavior; building brand awareness, cognition, and evaluation requires a complete marketing value chain of brand seeding, content marketing, and live-stream harvesting.
空手Building a Bridge Between Brand and Consumers: How Does Yanjing U8 Win Hearts?
How does a time-honored national brand connect with young consumers? Yanjing U8, a bestseller this summer, has provided the answer. This summer has been unique and surprising, as the suppressed "slash" and "post-00s" generations finally found release. A refreshing summer is inseparable from beer, and in recent months, this beer product hailed as the pride of domestic goods—Yanjing U8—has taken the country by storm. It has appeared on the hottest social and functional platforms such as Douyin, Weibo, Xiaohongshu, and Douguo Food, and has even won over celebrities like Pang Bo, Wang Han, Zhang Meng, and Ding Dang.
陈峰Weng Yinuo of Hongzhang Capital: The Future of New Brands and New Traffic
At the 2020 (3rd) China FMCG Conference, Weng Yinuo, founding partner of Hongzhang Capital, shared insights on the evolution of traffic, brand building, and DTC strategies. He emphasized that brands must adapt to fragmented media and channels, leverage category innovation, and build emotional connections with consumers to succeed in the new retail landscape.
翁怡诺Liu Chunxiong: 4 Hot Words for Brand Growth under the Combination of Internet and Tradition
At the 2020 (3rd) China FMCG Conference, Liu Chunxiong shared insights on how traditional enterprises can achieve growth by integrating with the internet. He highlighted four key concepts: Experience, KOC, Cloud Store, and Channel Live Streaming, which have driven growth for many companies despite the pandemic.
刘春雄These 5 Transformative Actions Saved Chain Brands in Times of Crisis!
At the 'Digital New Infrastructure · 2020 (3rd) China FMCG Conference' hosted by New Distribution, Yan Dong, head of Youzan New Retail Academy, shared insights on how brands can navigate digital transformation. He outlined a 1-5-3 framework: one top-level design, five key steps for quick wins, and three long-term strategies for growth, retention, and repurchase.
闫冬How Does Digitalization Improve Marketing Efficiency for FMCG Brands?
At the 2020 (3rd) China FMCG Conference hosted by New Distribution, Zheng Yunfan, founder of Huihe Technology, shared insights on digital infrastructure in the FMCG retail industry. He emphasized transforming transaction, logistics, and marketing methods, and introduced the E店佳 platform to connect brands with traditional stores, enabling direct communication, efficient execution, and real-time settlement.
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