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Retail Giants' Private Label FMCG Brands Are Coming on Strong: Is There a Crisis for Traditional FMCG Brands?
Private label brands are developed and used by wholesalers or retailers based on consumer needs, with retailers controlling the entire process from design to distribution. Currently, retailers face two major problems: severe product homogenization and shrinking profit margins, and a sharp decline in customer traffic. To achieve product differentiation and maximize profits, retailers are launching private label products to meet the diverse, niche, and personalized demands of consumers.
New DistributionFrom Content Dividends to Livestreaming and Private Domains: How Can Consumer Brands Find Their Next Growth Point?
The disappearance of traffic dividends is perhaps the most heard phrase among consumer brand entrepreneurs this year. From new e-commerce channels like social and private domains to emerging content platforms like Kuaishou, Douyin, and Bilibili, every cognitive gap is being quickly filled. However, the end of major dividends does not mean the end for new brands. On the contrary, the gradual maturity of new channels and content provides brands with more touchpoints to reach consumers, cultivating unprecedented soil for the birth of new brands. In this context, how to use each platform in stages and with strategies becomes key for consumer brands to break through.
曹瑞、黃斯理How Should Beverage Brands Price 'Smartly'?
Recently, the topic of 'Haidilao's retaliatory price increase' has sparked widespread public debate. However, unlike Haidilao, which raised and then lowered prices, Heytea quietly managed to increase its prices by 2 yuan. The reason lies in market positioning: Haidilao lacks pricing power despite its fame, while Heytea's brand is less replaceable. This article explores the real factors behind beverage pricing, arguing that market factors, not costs, determine prices, and offers strategies for brands to raise prices effectively.
林川JDB Takes Its Advertising Slogan Battle All the Way to the Supreme Court...
The Supreme People's Court ruled that JDB can continue using the slogan '怕上火喝加多宝' (Drink JDB to prevent getting heaty), dismissing GPHL's retrial application. This case highlights the importance of advertising and brand positioning in the beverage industry, as well as the lesson that entrepreneurs must build their foundations on solid ground.
刘润How to Create a Brand Like Coca-Cola?
Charlie Munger's multi-disciplinary thinking model explains how to build a company like Coca-Cola. In a speech, he outlines a plan to turn a $2 million investment into a $2 trillion company by 2034, using simple math, psychology, and strategic branding.
查理芒格7 Traits of Young-Appealing Brands: Zhong Xue Gao, Genki Forest, Hankow No.2 Factory
In recent years, many new consumer brands have rapidly risen to fame among young people, such as Perfect Diary, Huaxizi, HFP in beauty; Luckin Coffee, Saturdan Coffee, oneshot in coffee; and Genki Forest, Hankow No.2 Factory, Heytea, Nayuki in beverages; Zhong Xue Gao and Russian ice bars in ice cream. What can these viral new brands teach old brands seeking to rejuvenate? Why are they loved and shared by the youth? What lies behind their sudden rise?
米可怡Times Have Changed: Small Brands Innovate, Big Brands Imitate?
The rise of Jiang Xiaobai sparked a trend of small-bottle liquor among traditional liquor companies. After self-heating hot pot became popular, convenience food giants followed with 'everything can be self-heating'. A few years ago, craft beer emerged in China, and soon major industrial beer giants entered the market in various forms. There are many similar cases, even outside the FMCG industry. When Xiaomi started in the power strip industry, it nearly disrupted the market with superior design and cost-effectiveness, but the leading brand Bull quickly launched a product strikingly similar to Xiaomi's.
何年Tsingtao Brewery's Impressive 618 Performance Sets Benchmark for National Brands
During the 618 shopping festival, Tsingtao Brewery continued to lead the beer category on major e-commerce platforms, achieving top rankings on both JD.com and Tmall. Sales grew over 50% year-on-year, with standout products like the 1903 National Trend can and White Beer seeing significant growth, solidifying Tsingtao's position as a benchmark for national brands in e-commerce.
陈峰Marketing Reflection: Spending Tens of Millions on Consulting Fees, Xiangpiaopiao Beat Its Rivals but Lost to the Times
Xiangpiaopiao, which paid tens of millions in consulting fees, defeated its competitors in the past but now faces growth difficulties. A brand that should have become the absolute king of milk tea should not have blindly followed the consultant's advice to 'occupy the leadership position in cup milk tea,' grabbing a crooked tree while missing the vast forest. This article uses Xiangpiaopiao's rise and subsequent difficulties as a case study to deeply reflect on two major flaws in marketing: 1. There is no eternal mindshare; consumer perceptions, values, and needs evolve with the times. 2. Instead of defeating competitors, it's better to manage demand; companies that focus on rivals may win battles but often lose to the times.
杨双喜Entering the Instant Porridge Market: Where Is Shuanghui's 'Moat'?
Consumers' awareness of instant eight-treasure porridge is mainly concentrated on the two brands Wahaha and Yinlu, making it difficult for Shuanghui to compete with them. Shuanghui continues to make efforts in non-meat product areas. On June 14, a Beijing Business Today reporter found that Shuanghui launched an eight-treasure sausage instant porridge product on its Tmall flagship store. This is another layout by Shuanghui in the non-meat product field. Industry insiders believe that in 2019, the sales volume of Shuanghui's main meat products did not increase, and fresh meat sales even decreased. Shuanghui is actively seeking new growth points.
李振兴Nongfu Spring Launches New Product Again: What Sentiment and Ambition Does Zhong Shanshan's 'TOT' Hide After a Decade?
As the pandemic subsides and temperatures rise, the beverage industry enters its peak season. While competitors launch new products, Nongfu Spring waited until late May to release TOT, a sparkling tea drink in three flavors. However, this 'new' product is actually a revival of a failed 2010 product, raising questions about the company's strategy and ambitions.
陈峰Crazy Copycats of Viral Ice Creams Signal a Bigger Market Opening Up
Why do some viral ice creams make you remember the product, while others make you remember the brand? The commodity attributes of ice cream have changed, becoming an indulgent and social food that brings joy and happiness. Ice cream is shifting from private consumption to public consumption. Whenever a hit ice cream appears, no fewer than a hundred companies copy it. There's a saying that any idea of pinning consumer preference on a single product is extremely dangerous. Homogenized products and novelty flavors cannot sustain long-term market presence.
胖鲸研究所Deconstructing Yuanqi Forest's Three Strategies: The Fundamental Advantage of New-Style Marketing Over Traditional
Yuanqi Forest's success is evident: it sold 2.26 million bottles during Tmall's 618 in 2019, ranked second in nationwide sales during Double 11, and reached a valuation of 4 billion yuan in just four years. This article deconstructs its growth into three parts—seizing trends, precise product design, and operational methods—revealing how its internet-born founder leveraged data and marketing technology to disrupt the beverage industry.
燕尾From Instant Noodles to Self-Heating Hotpot: What Growth Space Remains in the 100-Billion-Yuan Convenience Food Market?
The pandemic not only boosted video conferencing software but also caused convenience foods to sell out. Originally, this market was a typical victim of disruption, with food delivery platforms like Meituan and Ele.me nearly killing it through subsidy wars around 2016, except for a few innovative brands. The pandemic revitalized the entire market: during the 2020 Spring Festival, panic buying made convenience foods the hottest category, with offline shelves emptied and e-commerce sales up 700% year-on-year. But after the pandemic...
经纬创投主页君What Matters Most to Coca-Cola?
This article, originally published on the Dedao app's 'Shao Heng Headlines', is an interview with the author. It discusses Coca-Cola's release of the 'Zaihu Ti' font in 2020 and analyzes Coca-Cola's long-term brand assets, including its logo, contour bottle, and Santa Claus image, emphasizing the importance of consistency and uniqueness in brand building.
小马宋The Awkward Position of Internet-Famous Consumer Brands: Thriving Online, Stalling Offline
In recent years, innovative consumer brands have been on the rise, especially between 2017 and 2019, with internet-famous hits appearing frequently and becoming wildly popular. However, an interesting phenomenon has emerged: while these brands are thriving online, they seem to be struggling offline, with almost no presence. Some might argue that these brands are still enjoying the online dividend and don't need to rush into offline channels. But that doesn't quite add up. Take Three Squirrels, for example, one of the earliest internet-famous brands that rode the wave of Taobao's rise and has grown into a major player in the snack food sector. Yet, its offline performance has been lukewarm. In its 2019 annual report, Three Squirrels reported revenue exceeding 10 billion yuan, a giant in the FMCG industry, but its offline business, including feeding stores and alliance stores, only brought in 518 million yuan and 280 million yuan respectively. A 10-billion-yuan FMCG giant born online, after years of offline expansion, still hasn't established a firm foothold.
道农From Specialty Store to Trading Company: How One Brand Achieved Annual Sales of 50 Million
In a prefecture-level city, achieving annual sales of 50 million yuan is not uncommon, but doing so with only one brand is rare. Honghua Trading, based in Qinzhou, Guangxi, focuses solely on Mengniu brand agency, serving 2,500 retail outlets with 25 salespeople in a fifth-tier city with a population of 1.38 million, reaching 50 million yuan in annual sales. Founder Fu Wenlong shares his 19-year journey from a specialty store to a trading company, maintaining growth in both sales and profits by concentrating on a single brand.
周群Traffic or Brand: Which Reigns Supreme? A Look at the Nut Battle Among Three Squirrels, Bestore, and Qiaqia
In recent years, with the continuous growth of per capita income and consumption levels in China, the demand for leisure food has been gradually rising, and the market scale has expanded rapidly. Among them, the nut category has become the most prominent segment in the entire leisure food industry. Relevant data shows that China's leisure food industry is developing rapidly, with the market size reaching 500 billion yuan in 2018, and it is expected to maintain a growth rate of 10% in the next five years. Among them, nut and roasted seed foods continue to grow at an annual rate of 15%. Earlier this year, PepsiCo reached an agreement with Haoxiangni to acquire its 'Baicaowei' brand for $705 million, approximately 4.953 billion yuan, which also sparked heated discussions in the nut industry.
肖明超ORIGIN Packaging, Once Dependent on Red Bull, Ventures into Contract Manufacturing for Genki Forest and War Horse
Recently, it was learned that ORIGIN Packaging, formerly a supplier to Red Bull and Wanglaoji, has begun providing beverage contract manufacturing services for brands such as Genki Forest and War Horse. This move signifies ORIGIN's transition to offering integrated services from can manufacturing to beverage production. Founded in 1997, ORIGIN initially focused on producing easy-open cans, typical of traditional manufacturing. After over two decades, it has become a leading metal packaging enterprise in China. However, industry insiders have criticized it for relying on Red Bull for survival. The breakthrough in filling services may or may not bring substantial change.
New DistributionAmidst formidable rivals, can Guotai's IPO sprint successfully land on A-shares and achieve a 'curve overtaking'?
On May 22, Guizhou Guotai Distillery Co., Ltd. (hereinafter referred to as 'Guotai') released its initial public offering prospectus on the CSRC website, planning to list on the Shanghai Stock Exchange. If successful, this sauce-flavored liquor company, also located in Maotai Town, will become the second listed sauce-flavored liquor company after Moutai, and the second baijiu stock in Guizhou Province. With the pandemic not yet fully over and the baijiu industry significantly impacted, is Guotai fully prepared for its IPO at this time? What actions has Guotai taken previously to advance its listing, and once successful, what advantages will it bring to Guotai?
陈峰Wahaha's New Spokesperson Hsu Kuang-han Won't Solve Its Brand Rejuvenation Problem
Wahaha announced on May 31 that Hsu Kuang-han would become the spokesperson for its purified water and sparkling water products, marking a new chapter after ending its 20-year partnership with Wang Leehom in 2019. However, this change alone cannot address the brand's aging image and declining sales, which stem from deeper issues like product innovation, channel over-reliance, and e-commerce resistance.
寻空2009The Eight Major Domestic Soda Factories, Once Shelved, Are Gradually Reviving!
A century ago, Shanghai had its own 'fresh orange soda' for locals. Now, Zheng Guanghe is reviving its classic orange soda with an old recipe and retro bottle design, set to launch during the 'May 5 Shopping Festival' as a 'new national product'.
任翀“There Are Categories but No Brands”: Why Is There No Leader in the Fruit Wine Market?
Fruit wine, which has long struggled to find its place in the Chinese market, has suddenly become popular. Compared with baijiu and beer, fruit wine (excluding wine) has been overlooked, but in recent years its visibility has soared, maintaining an annual growth rate of 15%. According to ECdataway, sales of premixed wine/fruit wine on Alibaba's platforms (Tmall + Taobao) increased by 154% in 2018 and 45% in 2019. However, the industry still faces the problem of "having categories but no brands," with no clear leader emerging.
FBIFWorld Gut Day | Master Kong Launches New Product 'Drink Boiled Water' to Solve Chinese People's Healthy Drinking Water Problem!
In 1958, Dr. Henry Cohen, founder of the World Gastroenterology Organisation (WGO), proposed May 29 as 'World Gut Health Day'. In China, the initiative to promote gut health awareness has been ongoing for 10 years. Today, on this annual day, gut health is gaining increasing attention. Master Kong's new product 'Drink Boiled Water' enters the boiled water market, leveraging its advantages in health benefits, technology, and distribution to tap into a potential 10-billion-yuan market.
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