TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 59 of 134
Why Do Trading Companies Exist and Where Are They Headed?
This New Year has brought many challenges: the outbreak of the epidemic, mass quarantine, store closures, the surge of home delivery and group buying, some categories experiencing stockouts, and others oversupply. Amidst these pressures, sensational claims like 'New retail is here, the value of distributors has disappeared' have emerged. Distributors are left wondering why they still exist and where they are headed. There are many perspectives to answer these questions, but flashy new terms only cause anxiety. Sometimes, thinking through fundamental logic simplifies things. Below, we share a more basic line of reasoning.
刘华明Deep Dive into Best-Sellers Snatching Market Share from Nestlé and Coca-Cola: Here's What I Found!
For product managers, the greatest achievement is developing a best-selling product. Seeing your product's sales soar and being recommended and shared on social media brings a sense of pride akin to a mother giving birth to a genius child. In recent years, many hit brands have emerged, such as Genki Forest, Egg Full, One Cow Raised, and Saturnbird, which have captured consumers' attention and become investor favorites, successfully carving out a share of the market from giants like Coca-Cola and Nestlé.
FBIFChanges During the Pandemic: What New Opportunities Will They Bring to the Food Industry?
The COVID-19 pandemic has dramatically changed consumer lives, with many trying and getting used to online grocery shopping and paying more attention to food safety and quality. These changes are likely to influence consumer choices and create new opportunities for the food and e-commerce sectors.
中粮我买网Why Are Chain and Brand Development the Ultimate Destination for Retail Small Stores?
1. What capability blind spots do traditional retail small stores have? 2. What problems did the COVID-19 'black swan' expose in traditional supply chains? 3. Why is chain and brand development the inevitable path for retail small stores? Recently, New Distribution officially released the '2019-2020 FMCG Retail Small Store B2B Competitiveness Report' (hereinafter referred to as the 'Report'), which, through a sample survey of 6,030 stores in 112 cities nationwide, provides a clearer and more comprehensive understanding of the survival status and procurement channel structure of China's 5.8 million small stores, and more importantly, enables us to judge and predict the development trends of millions of retail small stores and future channel changes in China based on the data changes.
刘少德Who Has a Better Chance of Cross-Industry Success: Yili Making Water or Nongfu Making Yogurt?
In September 2019, Yili launched a mineral water project in Antu County, while Nongfu Spring was preparing to introduce a plant-based yogurt. Both companies are leaders in their respective fields, but the competition for consumers' stomachs is fierce. This article analyzes their advantages in packaging and branding, and compares the value spaces of water and milk, concluding that Nongfu's opportunity in plant-based yogurt is greater than Yili's in bottled water.
苏醒Is the Coffee Market, Crowded by Coca-Cola and Nongfu Spring, a Good Business for Brands?
Coffee, tea, and cocoa are known as the world's three major beverages. In 2019, while tea drinks were selling like hotcakes, the coffee market was equally active. Luckin continued its rapid expansion, Starbucks partnered with Nestlé and Alibaba, Coca-Cola acquired Costa, and many players entered the ready-to-drink (RTD) segment, including Coca-Cola's Georgia, Nongfu Spring's Tanbing, Uni-President's Yaha, Want Want's Bond, Yili's Saint Rest, and Mengniu's Daily Fresh Cold Brew Latte, creating a sense of fierce competition. Like tea, coffee can refresh the mind and is a natural and healthy functional beverage. Globally, the Chinese coffee market still has vast room for growth.
澄韵All Talk About Youthful Branding, Why Do Some Brands Get Cheaper?
In recent years, brand rejuvenation has become a hot topic. There are successful examples like Li Ning and declining ones like Huiyuan. While there are many methodologies, there are few substantive rules. This article discusses why brands need to rejuvenate and how to do it.
呵先生The Essence of Brand Owners Doing Private Domain Traffic Is Managing KOLs!
The article discusses how brands like 自嗨锅, 王饱饱, and AKOKO have risen rapidly due to changes in media, channels, and consumer behavior, shifting from traditional retail logic to attention-based marketing. It argues that private domain traffic is not just about accumulating followers but about building trust and relationships through KOLs and community, ultimately enabling effective recommendations.
赵波Community Marketing: Dual-Line Deep Distribution Online and Offline!
Community marketing is defined as exploring consumer characteristics and channel features in residential, work, and entertainment scenarios based on geographic location, against the backdrop of urbanization. With 1.4 billion people and over 400,000 communities expected by 2020, community marketing is seen as a system covering the majority of consumers, with two centers: to-store and to-home, and four keywords: deep differentiation, e-commerce, community, and delivery. The key concept is dual-line deep distribution, where offline and online channels are integrated for comprehensive coverage.
方刚When the Trend Comes, How Can Food Product Managers Leverage It to Create Hit Products?
The sudden outbreak of COVID-19 disrupted the calm of 2020. During the pandemic, consumer demand for immunity-boosting and convenient foods rose due to fear and laziness. Beyond pandemic-driven needs, shifts in consumer demographics and rising spending power have created new category opportunities. Brands must discern and act on these trends to develop successful products.
FBIFHow Miao Ke Lan Duo Created a Chinese Cheese Brand with Products Selling Out During the Pandemic
This article is republished from the WeChat public account Smart Investors (ID: Capital-nature). It shares insights from Miao Ke Lan Duo's chairman, Chai Xiu, on how the company achieved explosive growth in 2019 by focusing on the cheese market, children's segment, and elevator media, and how they turned the COVID-19 crisis into opportunities in 2020, with products selling out and sales surging.
田心2020 New Opportunity: Junlebao Launches a Range of Probiotic New Products with Precision!
At the start of 2020, the sudden outbreak of COVID-19 caught everyone off guard, especially the FMCG industry. As the epidemic stabilizes, brands and distributors must focus on recovering from losses and embracing new challenges. This pandemic is a temporary black swan, yet it brings new opportunities, such as heightened health awareness and growth in categories like household supplies and health foods.
New DistributionBeverage Peak Season Arrives: Yili, Six Walnut, Mengniu, Uni-President, Want Want... Launch These New Products!
As living standards and incomes rise, consumer demands for food have evolved from mere satiety to a variety of snacks and beverages. Despite the special Spring Festival in 2020, food and beverage brands have continued to launch new products. Here is a roundup of new food and beverage items released from the beginning of 2020 to the end of February.
长袖Lessons from the Pandemic: What Did Coca-Cola, Yili, Feihe, Nongfu Spring, and Others Do Right in Marketing?
As of the end of February, the pandemic had lasted over a month, witnessing rapid national emergency responses and the hard work of medical staff. This black swan event disrupted many companies' marketing plans. By analyzing the pandemic marketing of Coca-Cola, Yili, Nongfu Spring, and others, we found the right way to market during a crisis: user-need-oriented, empathetic actions for three key groups, and maintaining appropriate boundaries.
阿图Overnight, Community Group Leaders Were All Snapped Up!
If there was one of the hottest keywords in 2020, it was community group leaders. Major FMCG brands from beer to beverages to food to condiments to daily chemicals suddenly made the position of community group leader the top searched job in the FMCG industry, becoming the apple of every FMCG company's eye. Overnight, community group leaders were all snapped up! The community group buying channel was enthusiastically embraced by manufacturers, who placed their hopes on it as a lifeline during the pandemic. My article 'Ten Questions: The Marketing Model of Recruiting Community Group Leaders in FMCG' also sparked heated discussion among FMCG practitioners and marketing gurus.
1号子弹Offline: Build One Store Well; Online: Build One County Well
Offline, build one store well—this is the requirement for connection dimension and depth; online, build one county well—this is the requirement for communication density after three-dimensional connection. The operational logic of three-dimensional connection can be summarized in one sentence: offline, build one store well; online, build one county well. Offline, building one store well means the store is the best unit for initiating three-dimensional connection, starting from a single store, expanding to communities, then to networks, thereby connecting three spaces. Online, building one county well means the county is the smallest unit for judging communication and transaction density. In marketing, density is cognition, and density is brand. Achieving high-density communication ignition in a county can be replicated in a city or province.
方刚After Work Resumes, Re-strategize Marketing to Embrace the New Normal
In the past two days, except for Hubei, the focus has shifted from epidemic supervision to work resumption supervision, and another economic battle has begun. Before the Spring Festival, I outlined three major marketing growth strategies for 2020: product upgrade growth, channel squeeze growth, and three-dimensional connection growth. Now, the original plans and pace have been disrupted, but there are unexpected gains: new marketing tools such as community groups, live streaming, and home delivery services have accelerated the adoption of the three-dimensional connection growth model across industries.
刘春雄Revelation: The Epidemic Is a Mirror Reflecting Many Internal Problems of Enterprises...
The epidemic acts as a mirror, revealing internal problems in many enterprises, causing some complacent leading brands to stop smiling, some top managers leveraging corporate platforms to scratch their heads, and some large distributors to be mired in difficulties. From another perspective, Chinese culture emphasizes the balance of yin and yang, and this epidemic can be seen as the mutual transformation of 'yin' and 'yang', 'crisis' and 'opportunity'. Some excellent enterprises, though unable to fully recover losses, operate their systems orderly, while others are in a fluster, like firefighters missing tools, unable to do what they want.
海游Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included)
Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry. Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, from November 2019 to February 2020, New Distribution conducted a survey of senior and mid-level managers from 65 well-known FMCG companies.
新经销咨询团队How Should FMCG Manufacturers Plan Their Marketing in the "Special" Year of 2020?
The epidemic has basically moved from the outbreak period to the post-epidemic period, with the peak already passed. Many companies resumed work around the 20th, and the previously tight production capacity, especially for grain, oil, and instant food products, should ease. It is foreseeable that road closures and city lockdowns will be lifted by the end of the month, and transportation nationwide (except Hubei) will gradually return to normal. Offline retail will also gradually recover as the epidemic subsides. The sudden outbreak caught the entire industry off guard. But...
赵波BC Integration: Both an Emergency Response to the Pandemic and a Marketing Trend
During the COVID-19 pandemic, two terms became popular in the marketing world: livestreaming and community groups. While 'livestreaming' is a marketing tool and 'community groups' are a means to connect with users long-term, the deeper trend is BC integration—connecting B-end (distributors/retailers) with C-end (consumers). This article argues that BC integration is not just an emergency measure but a necessary marketing path, emphasizing the importance of activating public domain traffic through community groups rather than building private domain traffic.
刘春雄Under the Pandemic, How Can Chinese Brands Break Through?
A recent article calling for discussion on the economy has gone viral, reflecting anxiety and hope about China's economy amid the pandemic. While most analyses focus on industry-level impacts, this piece examines the macro and micro changes in Chinese brand building under the new variable of the pandemic, and how Chinese brands can maximize certainty in a changing landscape.
陆星集An A-round Entrepreneur's 20-Day Battle Against the Epidemic
Wu Qinghui, founder of the hair care chain brand 'Hei Aomi' (also known as 'Zaichufa'), returned to his hometown in Jiangxi for the Chinese New Year. As the COVID-19 outbreak escalated, he led his company through a rapid transformation from offline to online operations, implementing a 60-day emergency plan that kept 75% of their 600+ stores generating revenue within 20 days.
New DistributionNestlé, Mengniu, Uni-President, Coca-Cola and other FMCG companies resume operations...
Recently, social media has been flooded with posts saying 'I am at work, working online.' Major companies have responded to the national call to delay work and promote online office to avoid crowd gatherings and slow the spread of the epidemic. However, the epidemic has persisted, and the number of confirmed cases is increasing daily. Regardless of the epidemic's changes, society must continue to live and consume. On February 11, at a State Council press conference on joint prevention and control of the pneumonia epidemic, Cong Liang, member of the Party Leadership Group and Secretary-General of the National Development and Reform Commission, stated that provinces outside Hubei are gradually resuming work and production, especially in key areas such as medical supplies, energy, food, transportation, and logistics. Meanwhile, major food and beverage companies have also resumed production to ensure market order and stable supply during this special period.
New Distribution