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“The Next Century of Marketing”: The Century-Long Evolution of Word-of-Mouth, Brands, IPs, and Cognitive Symbols
The essence of business competition is cognitive competition. Cognitive accumulation is embodied in cognitive symbols, with each era having its representative symbol. From the 'local consensus' of word-of-mouth in agricultural society, to the 'mass cognitive contract' of brands in industrial society, and then to the 'value soul engine' of IPs in digital society, the evolution trajectory clearly outlines the progression of commercial civilization.
刘春雄Without Controlling Supply and Stabilizing Prices, Brands Can't Succeed in Instant Retail!
Recently, discussions with industry peers on the development of instant retail flash purchase business have led to a consensus: the 'infrastructure' of instant retail is complete, and the next phase must shift from 'how to sell' to 'how to sell better.' The first half of instant retail was a battle over fulfillment infrastructure; the second half is a battle over the supply-side system. If brands continue to focus mainly on marketing while neglecting the supply side's 'poor, chaotic, and uncontrollable' issues, they risk being marginalized on the limited shelves of instant retail.
袁来18 Bestselling Sam's Club Products Among Middle-Class Shoppers Reveal 5 Key Trends in the Condiment Industry
As a benchmark in China's paid membership retail, Sam's Club's bestsellers reflect deep changes in middle-class consumption. New Distribution analyzed the top-selling products in 18 condiment subcategories at Sam's Club (JD flagship store), uncovering five key trends driving the industry's transformation, including premiumization validated by data, large packaging, traceable ingredients, experience innovation, and channel customization.
酱酱Why the Sunflower Seed Business Deserves a Second Look: Xudong Seeds Provides the Answer
In the vast array of FMCG subcategories, sunflower seeds might seem the most unremarkable. Yet behind this seemingly simple product lies a challenging business: unstable raw materials, regional variations, flavor volatility, and stringent processing requirements, all while maintaining low prices and thin margins. In such a competitive arena, Xudong Seeds, a company that has avoided listing, financing, and cutthroat competition, has thrived for 41 years by focusing on product excellence, supply chain strength, and a differentiated strategy.
冯瑶Brands 'Value' Instant Retail: Some See Sales Soar, Others Still Reporting
In November, we held the 'First Instant Retail Supply Summit' in Hangzhou. Attending brands generally felt the information density was high and their thinking was broadened. Almost every brand said they highly value instant retail and plan to increase investment. However, follow-up discussions revealed three types of 'valuing': verbal, action-based, and systematic. The difference determines whether sales soar or stall.
New DistributionChicken Soup Instant Noodles Enter the 'Pure Fresh' Era: Master Kong Gives a New Answer
China's instant noodle industry is undergoing a profound transformation, with younger consumers demanding higher quality and expecting 'eating well' rather than just 'eating enough.' In this upgrade, 'broth noodles' have stood out, especially old hen chicken soup noodles, whose market size surged from 280 million servings in 2020 to 2.19 billion servings in 2024, a CAGR of 67.2%, according to the white paper 'Development Status and Prospects of China's Old Hen Chicken Soup Instant Noodle Industry.'
AsherXiaohongshu Still Fails to Conquer Local Life Services
Xiaohongshu, aiming to monetize local life services, has suspended the trial operation of its membership card 'Xiaohongka' starting January 1, 2026, less than 100 days after launch. The official reason cited was insufficient preparation to meet user needs for richness and convenience, reflecting broader challenges in the local life sector.
听筒Tech工作室Retail Channel Upheaval: FMCG Brands That Fall Behind Will Be Eliminated!
As 2025 draws to a close, the FMCG industry continues to navigate macroeconomic pressures. Many brands are struggling to protect existing market share while seeking new growth, with the root cause pointing to structural changes in offline channels—declining foot traffic in mom-and-pop stores, traditional supermarket overhauls, discount chain expansion, and the rapid penetration of instant retail. The traditional distribution network is being disrupted, and channel fragmentation seems inevitable. Sticking to old maps will never lead to new lands. How can brand manufacturers deeply understand this transformation and proactively prepare? It's not just 'important'—it's a matter of survival and development.
邢仁宝Leading Beverage Brands Signal 'Price War', 2026 Beverage Industry May See Another Wave of Price Cuts
A leading domestic beverage giant has reportedly lowered its 2026 growth target while aggressively expanding production capacity, signaling a potential price war. Another major player has also announced an offensive strategy involving price competition, suggesting that a more intense wave of price cuts is likely in 2026.
SilasWhy Local Consumer Language Matters in Chinese Oral Care
The “internal heat” concept shows how a culturally familiar problem can reveal unmet oral-care demand, but functional positioning must be supported by compliant evidence, perceptible benefit, and repeat purchase.
New DistributionInstant Retail Explodes: Brand Owners, Don't Fall Behind!
In 2025, instant retail has reached unprecedented attention in the FMCG market, with many brands strategically and systematically focusing on this channel. The real reason behind this surge is that the instant retail business model has reached its 'singularity'—explosive expansion after maturing to a turning point—driven by both demand-side alignment and supply-side efficiency improvements.
张振宇Chili Sauce Market Heats Up: Everyone Wants to Be the Next Lao Gan Ma
Lao Gan Ma, a low-profile brand, has seen revenue growth for three consecutive years, remaining the dominant player in the chili sauce market. Behind the scenes, the industry is fiercely competitive, with many players vying to become the next Lao Gan Ma.
吴文武The 'Coffee-Sustained' Workers Have Already Brewed Three 10,000-Store Brands
Despite past skepticism about coffee consumption in China, young people's daily coffee habit has spawned three domestic chains with over 10,000 stores each: Luckin Coffee, Cotti Coffee, and Lucky Cup. These brands have overtaken Starbucks China in store count and market share, primarily through aggressive pricing strategies.
让消费更纯粹的Ele.me Finally Turns 'Orange'
Today, an announcement marked the end of the traditional food delivery brand Ele.me, replaced by the new Taobao Flash Purchase. This change is not just a brand visual overhaul but a deep strategic adjustment by Taobao in the instant retail sector, redefining Alibaba's position in the instant delivery market amid the wave of consumption upgrade.
创新零售社Let's Sentence the ABCD Outlet Classification to Death
The traditional A/B/C/D outlet classification, based on the assumption that all consumers are alike and that distribution plus visits plus merchandising will grow the business, is outdated. Today's retail market is oversupplied, and outlets have become highly differentiated by time, location, and consumer behavior, so brands must shift to a multi-dimensional model that defines outlets by people, time, scenario, and behavior.
赵波From 'Chinese-style Marketing' to 'Chinese Marketing'
Since the reform and opening-up, the evolution of marketing in China has been clear: it began with enlightenment from Western theories, underwent localization based on national conditions, embraced early internet marketing represented by platform e-commerce, and has now entered a new era of internet self-media marketing centered on IP and scenario construction. In this grand historical process, the proposal and practice of 'Chinese-style marketing' is a key transitional node.
刘春雄The Century-Long Evolution of Cognitive Symbols: Word of Mouth, Brand, and IP
The evolution of cognitive symbols from word of mouth in agricultural society, to brand in industrial society, and to IP in digital society, reflects changes in social structure and media technology. This article explores how each symbol functions as a cognitive accumulation mechanism, with scenarios serving as the fermentation pool for user-generated content.
刘春雄Pet Fresh All Closed, Hou Yi Launches 'Chong Tiantian' to Re-enter Pet Track?
Recently, as the closure of 'Pet Version Hema' Pet Fresh sparked industry discussion, founder Hou Yi's team quietly launched a new online brand, Chong Tiantian, focusing on fresh pet food. This marks a strategic correction and model iteration in the pet sector, leveraging supply chain and human-grade production standards.
联商网编辑部Under 'Taste Marketing', Distributor Profits Have Been Halved
This year, I visited many distributors and found a general pattern: among large and medium-sized trading companies, distributors born in the 1980s and 1990s are significantly more profitable than those born in the 1960s and 1970s. The older generation's 'taste marketing' approach is a key factor. Times have changed, and if distributors don't adapt their business models, even a favorable environment won't help them. This article discusses this topic and offers suggestions for improving profits.
高级研究员 海游90% of Brands Fail to Build a Benchmark Market!
A recent field visit to benchmark markets reveals that true benchmark status goes beyond sales volume, encompassing market share, network penetration, per capita consumption, and operational rhythm. Despite their success, these markets face new challenges such as resource efficiency, channel conflict, and team dynamics, requiring a shift from traditional distribution to scenario-based operations.
邢仁宝Ren Wenqing of New Distribution: Warehouse-as-a-Store Becomes the New Terminal, Brands Must Occupy Positions Early
On November 25, 2025, the '2025 Instant Retail Supply Summit and First Instant Retail Warehouse-Store Product Matchmaking Conference' was held in Hangzhou, where Ren Wenqing, CEO of New Distribution, delivered a keynote speech titled 'Viewing Supply-Demand Matching from Instant Retail: How Brands Grow in an Era of Surplus?' Core viewpoints: 1. Warehouse-as-a-store becomes the new terminal. 2. The logic of instant retail development is supply-demand matching. 3. Matching is the first growth law in the era of surplus. This article is a core summary of the speech. Instant retail has moved from traffic wars to supply wars. Today, brands...
任文青AndyMedia Revolution Is Marketing Revolution
Media plays a fundamental, environmental, and irreplaceable role in shaping consumer cognition, acting not merely as a channel for information but as the shaper, definer, and participant in the cognitive process. The article argues that media revolutions redefine marketing eras, from mass media's 'voice of God' to the internet's 'cacophony of gods', and that understanding media is key to understanding consumer cognition.
刘春雄Brand Owners and Distributors: Don't Underestimate Lightning Warehouses!
Recently, the hottest topic in the retail industry is undoubtedly instant retail. Among all new formats in instant retail, lightning warehouses have seen rapid growth and expansion, but also sparked controversy. In recent visits to brand owners and distributors, everyone is asking whether lightning warehouses are viable and how to approach them. Clearly, when a format develops exponentially and impacts existing channel systems, it is not just a new channel but a business variable that must be re-evaluated. Why have lightning warehouses succeeded? What risks lie behind the rapid expansion? How should distributors and brands respond?
周群Wipro Group's Enchanteur Brand Refreshes, Anchoring 'China's No. 1 French Fragrance Personal Care Brand'
China's consumer goods market is undergoing unprecedented profound transformation. Looking back at 40 years of consumption since reform and opening-up, the path has evolved from the stage of material scarcity ('have or not'), to material abundance ('more or less'), to functional efficiency ('good or bad, fast or slow'), and now fully entering a new consumption stage defined by 'quality, emotion, and meaning.' This is particularly evident in China's daily chemical industry. Personal care consumption, once dominated by 'cleaning functions,' is now being redefined by 'fragrance experience' and 'emotional value.' In late October 2025, Wipro Group held the 'Enchanteur Brand 36th Anniversary Celebration and Brand Refresh Strategy Launch' under the theme 'Energy Bloom, Gathering New Life.' Li Yinglin, CEO of Wipro Daily Chemicals China, announced Enchanteur's new strategy, establishing the new vision of 'China's No. 1 French Fragrance Personal Care Brand.' Simultaneously, the group's Romanov brand also launched its 'Benchmark for Men's Fragrance Care' strategy.
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