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2020 Ice Cream Battle: Faster Product Iteration, Online 'Internet-Famous' Brands Go Offline
High gross margins are the biggest reason manufacturers keep investing in internet-famous ice cream, but these products still need to stand the test of time. 40,000 ice cream bars sold out in seconds, and the party secretary's endorsement of Heihe soybeans generated 3.96 million yuan in on-site transactions.
李媛New Distribution Brand Growth Program — New Channels, New Distribution, New Brands, New Growth: New Distribution Brand Enterprise Membership Program
To support brand development and accelerate market building and channel connection for FMCG brand enterprises, New Distribution launches the Brand Growth Program. Leveraging years of accumulated channel and network resources, it helps brand owners efficiently connect with innovative channels such as B2B, community group buying, home-delivery e-commerce, and MCN platforms, enabling full-channel coverage and all-scenario marketing to seize channel dividends and win in distribution.
New DistributionHow Does Alibaba's Hema Fresh Create a Hit Product?
Bai Lu, a marketing professional with diverse experience including at Meituan and Alibaba's Hema, shares insights on how Hema selects, positions, and markets hit products like crayfish, focusing on customer psychology, product differentiation, and strategic marketing rhythms.
晓玲Founded Less Than 3 Years, Estimated Sales of 800 Million Yuan This Year, What's the Confidence of Startup Brand Mo Xiaoxian?
During the pandemic, while the market was saturated with consumption stagnation and gift box overstock, few noticed that the convenience food market was reignited. According to data from China Business Industry Research Institute, the market size of convenience food in China exceeded 450 billion yuan in 2019, and is expected to reach 481.2 billion yuan in 2020. In the past two years, self-heating food has emerged as a new trend in the convenience food sector. Despite its late start and limited scale, it has shown strong growth. Mo Xiaoxian, a startup brand in self-heating hot pot, has achieved revenue of over 400 million yuan in just three years, ranking second in the industry. During the pandemic, Mo Xiaoxian seized the opportunity, with sales growing nearly 400% year-on-year, and is expected to reach 800 million yuan in sales this year.
何年Coca-Cola Can't Resist Either: Is Social E-commerce Really That Attractive?
On May 20, Coca-Cola's Tmall flagship store launched a new plant-based beverage called 'Zunxuan 28 Sleep Wake Beauty', positioned as a 'sleep aid and beauty' drink. As the new product was officially launched on Tmall, Coca-Cola China also announced that it would be sold nationwide through social e-commerce channels. As a popular subcategory under the health trend, Coca-Cola China's entry into plant-based beverages is not surprising, but notably, this is Coca-Cola China's first foray into social e-commerce.
New DistributionPrivate Labels Are Coming on Strong: How Should Traditional Brands Respond?
In February 2019, Warren Buffett admitted his mistakes regarding Kraft Heinz, acknowledging he overpaid and misjudged the battle between retail and brands. This article explores the rise of private labels, their threat to traditional brands, and strategies for traditional brands to respond, including building brand moats, leveraging the internet, diversifying channels, and seeking win-win cooperation.
FBIFPassion Collides | Evergreen Group Leads Snacks into the Seafood Era
Recently, the product introduction of Evergreen Group, a seafood giant, has attracted high attention from FMCG peers. Over 500 distributors nationwide have eagerly inquired about details and predicted that Evergreen's seafood snacks are likely to become the biggest hit product of 2020. The rapid market recovery means distributors must be more cautious in product selection; only products that can enter the market faster, have stronger brand support, wider distribution channels, and healthier attributes can help distributors quickly capture market share. From the distributor's perspective, product selection must consider four dimensions: 1. Whether the category is in a high-growth blue ocean market; 2. Whether product quality and brand strength are robust; 3. Whether the product matrix meets the needs of consumers at all levels; 4. Whether the product has super sell-through potential.
New Distribution40 Years of Sugar-Free Beverages: A Carefully Orchestrated Conspiracy by Brands
Summer often arrives the moment you open the freezer. Gulping down a can of cola and then holding your head to feel the 'small but certain pain' of the chill is a joy unique to summer. Before the heat mode kicks in, merchants selling drinks and happiness have already engaged in fierce competition for the prime shelf space. In the past, carbonated sugary drinks, represented by Coca-Cola, could dominate with their stimulating sweetness. But as young people's tastes become pickier and more complex, the bottled beverage business has become challenging. Jianlibao...
爱喝快乐水的DT君E-RTM in Practice: Is E-RTM a Channel or a Tool?
The article discusses the definition of E-RTM, arguing that it should be viewed as a tool for digitizing existing channels rather than a new channel, and explores its value in improving efficiency, visibility, and data-driven decision-making for FMCG brands and distributors.
孙大使Master Kong's 'Drink Boiled Water' Stirs the Market: Top Players Accelerate the Boiled Water Segment
In late spring and early summer of 2020, the domestic bottled water market was turbulent. Master Kong's entry into the boiled water market drew high attention from the industry, partly because as a giant in the bottled water market, its every move affects the market, and partly because the 'tepid' boiled water market finally welcomes a top player, promising a more exciting future.
New DistributionAttention: What Trends Do Those "Quirky" New Products of 2020 Reveal?
As 2020 is about to pass its halfway point, the COVID-19 pandemic has delayed new product launches, but companies have not stopped innovating. A variety of new products are appearing in the market, attracting consumers' attention. Behind these products lie evolving consumption trends and brand attitudes, as continuous innovation is the lifeblood of any enterprise. In this environment of diversified consumer segments, innovation increasingly tests a company's ability to capture market information, understand consumers, and build a product with solid strength.
澄韵Coke Not Tasty Anymore? Coca-Cola and Mengniu to Jointly Sell Milk?
According to the State Administration for Market Regulation, Coca-Cola and China Mengniu Dairy have received approval to establish a joint venture to produce and sell low-temperature milk products in China. The partnership leverages Mengniu's dairy expertise and Coca-Cola's global brand to tap into China's growing low-temperature milk market.
New DistributionThe Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon
In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation.
袁来City Managers in First-Tier Markets: Beyond Orders and Execution, Add Some Brand Thinking!
A city manager reflects on nearly two decades in sales and laments the increasing difficulty, but his former boss reminds him that the essence of FMCG remains unchanged: brand is the foundation, distribution is key, and victory is decided at the terminal. The article argues that frontline sales teams must embrace brand thinking, leveraging both headquarters and local brand resources to drive sustainable growth.
许翔 Ryan XuFrom National-Chic Packaging to 'Micro-Sparkling Water': Can Jianlibao Disrupt the 'Happy Water' Market?
Many consumers have a love-hate relationship with carbonated drinks, enjoying the taste but worrying about sugar and calories. In recent years, a subcategory of carbonated drinks—sparkling water—has attracted giants like Pepsi and Coca-Cola abroad, and multiple domestic brands have launched related products. These sparkling waters typically feature low-sugar/no-sugar and low-calorie health benefits. According to Kantar Worldpanel household data, while low-sugar carbonated drinks account for only 3% of total carbonated beverage sales, their sales growth rate is as high as 85.7%, far exceeding the overall category.
FBIFRevisiting the Market: Don't Forget the Starting Point While Walking Too Far on the Sales Road
Sales contribution, profit contribution, market performance, sales network, promotion operations—these marketing terms are familiar to every distributor or brand practitioner, but in reality, most people's understanding is fragmented. They can talk like experts on any single topic, but in practice, they are disorganized and patchwork, mainly because they lack an overall macro understanding of the market and cannot effectively combine all elements. I remember my former leader often said: 'Use market means to do sales, and go back to the starting point to see problems.'
高级研究员 海游Without Securing the High Ground of the 'Business District', a Brand Cannot Establish Itself in a City!
China's media landscape has become fragmented and pervasive, leaving consumers numb to traditional advertising. Brands and distributors must now engage consumers through experiential, in-store marketing in urban business districts, which have become hubs for consumer activity and brand building.
高级研究员 海游“Channel is King” No Longer Works—Where's the Problem?
For those with over a decade in marketing, the phrase “channel is king” likely comes to mind. A decade later, this channel-centric view no longer holds. Where's the problem? This article explores how to navigate channels in the new landscape.
时靖玮Self-Heating Noodles Take Off, Master Kong Suda Family Rises Strongly
The self-heating noodle market is booming, with Master Kong's Suda brand leading the charge. After a market downturn, the instant noodle industry is recovering, driven by health-conscious consumers and a shift towards premium products. Master Kong's Suda Noodle House self-heating noodles sold out within 60 minutes on Double 11, signaling a new era for the category.
New DistributionInternet: Brand Owners Must Be the Protagonists!
Without community groups, brand owners cannot universally connect with users. Just as e-commerce connects users through platforms, 2B connections also require an intermediary. During the COVID-19 pandemic in 2020, home delivery services, community groups, and live streaming became popular, with traditional businesses surprisingly taking the lead.
刘春雄The Elephant Dances | How Hengxingheng Sauerkraut Fish Became a Super Hit Product?
The pandemic that began in early 2020 has shifted from phased prevention to normalized prevention, severely impacting many small and medium-sized businesses and profoundly changing daily habits. Reports show that the post-90s generation dominates dining consumption, and there is a growing trend toward semi-finished dishes and lazy fast food. Hengxing Group's Hengxingheng Sauerkraut Fish, a ready-to-cook product, has become a super hit, selling 100,000 portions daily and expected to exceed 15,000 tons in production and sales this year, offering dealers a profitable opportunity with low initial investment and strong channel expansion.
New DistributionCoca-Cola Announces Reduction in Global Marketing Investment and Strategic Deployment Across 4 Areas
As the COVID-19 pandemic continues to spread globally, economies worldwide are suffering varying degrees of impact, especially for large multinational corporations. On April 21, Coca-Cola reported a 25% decline in global sales since the second quarter, with nearly all declines attributed to away-from-home consumption. In response, the company announced it would reduce marketing costs globally.
MorketingCity Manager in a First-Tier City: Beyond Execution, Think Deeper and More Thoroughly About Promotions!
It's raining today, and foot traffic in the store is sparse. In the quiet personal care section, there are more promoters than shoppers. Old Wang, with a worried look, has already paced back and forth several times from the main shelf to the floor display in the main aisle... "Manager Wang, I don't know why, but this promotion mechanism used to sell over 200 bottles a day, and now it's less than half. Is it getting tired?" asked A Ling, a star promoter who has worked at this supermarket for seven years. "A Ling, your observation is correct! The business environment has changed, and customers' shopping habits are also changing. If our promotion mechanisms and strategies don't change, we're dead."
许翔 Ryan XuBreaking News | 8 PM Tonight: Hao+1 Super New Product Launch Held Online Across the Network, See You There
Distributors and industry professionals nationwide: at 8 PM tonight, let's focus on Jinan, Shandong, to witness a new product launch that is set to ignite the market—the Hao+1 Super New Product Launch. With endorsements from industry leaders and media experts, the Hao+1 series beverages are poised to become the next hit products.
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