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Life-and-Death Sprint Amid the Pandemic: How Chinese Brands Turned the Tide?
On the sixth day of the Chinese New Year, Lin Qingxuan founder Sun Laichun lay in bed, feeling that both he and his brand were doomed. "We can't just wait to die!" On the brink of collapse, he wrote a 10,000-character letter titled "A Letter in the Darkest Hour," stating bluntly that "the real difficulties have not yet begun." However, he didn't expect a turnaround two days later. On February 1, all 30 Lin Qingxuan stores in Wuhan were closed, yet sales ranked second nationally. He couldn't believe it. Later, he concluded: it was branding and digitalization that saved Lin Qingxuan. This Spring Festival, many entrepreneurs likely shared Sun's experience of the "darkest hour."
New DistributionAfter the Pandemic Lifts, What Should Brands and Distributors Do First?
The panic phase is over, and now it's time for rational thinking, especially about the post-pandemic period. First, assess whether there will be revenge spending after the pandemic ends; then, remind what to do first. The article analyzes consumption recovery across five scenarios and provides actionable steps for brands and distributors.
刘春雄Internet-Famous Foods: The 'Red and Black' on the Tip of the Tongue
The 'favorites' of the post-00s generation are becoming a 'high-incidence area' for food safety issues. With the boom of mobile internet and social media influencer marketing, internet-famous foods continue to heat up: from homemade private delicacies to home-brewed fruit wine, from morning tea snacks to late-night snacks, everything you want is available in your 'Moments'. Along with this, food safety problems have been exposed one after another. In the past year, news such as 'internet-famous snacks look good but are 'toxic'', 'a certain internet-famous food has been taken off the shelves', and 'a certain snack is banned from sale' have been heard from time to time, interpreting the 'red and black' on the tip of the tongue.
邱晨辉With 20,000+ New Products Annually in the FMCG Market, Is Speed Alone Enough for Food Innovation?
In an era of rapidly changing consumer trends, companies are racing to innovate and launch new products. According to Nielsen, over 20,000 new products emerge annually in China's FMCG market, contributing RMB 17 billion in sales and accounting for 46% of FMCG growth. However, new products are surviving for shorter periods, averaging less than 18 months, and FMCG companies globally waste over $4 billion on unsuccessful launches.
FBIFThe Predicament of Wahaha's Helmsman Zong Qinghou
Zong Fuli, daughter of Wahaha Group's founder Zong Qinghou, publicly explained the decision to drop Wang Leehom as brand ambassador, citing his age and audience fatigue. Despite her efforts to rejuvenate the 32-year-old company, Zong Qinghou remains deeply involved, and the company struggles to adapt to changing markets and consumer preferences.
徐冲浪Nongfu Spring, C'estbon, Ganten: The Prelude to the 'Water Head' Battle | A Guide to Expense Planning
At this time each year, major beverage companies are implementing their 'water head' policies, which they highly prioritize. The water head has two missions: first, to seize the funds and storage of distributors, wholesalers, and terminal stores; second, to adjust production capacity and manage logistics constraints between peak and off-peak seasons. To achieve these, investment is essential. This article discusses how first-tier brands and new brands should allocate launch expenses to effectively execute the water head strategy.
海游Innovation is Hard: Innovative Brands Plagued by 'Fake Brands'
Recently, the innovative snack brand Single Grain achieved success in anti-counterfeiting efforts, winning court rulings in Harbin, Hangzhou, Shanghai, and other places, leading to the removal of counterfeit products from platforms like JD.com and Tmall. This victory highlights the broader challenge of imitation faced by innovative FMCG products, which often lack patent protection, brand recognition, and channel advantages.
李青林5 Years of Deep Cultivation, 1 Year of Explosive Growth: The Secret of Xiao Xian Dun's Rise to the Top
Wu Xiaobo predicted at this year's 'Wu Xiaobo Year-End Show' that when a country's GDP per capita exceeds $10,000, the new middle class will become the main consumer force, and their local consciousness will rise massively, giving birth to the 'national goods movement.' In this movement, traditional Chinese nourishing brands have emerged, with Xiao Xian Dun becoming the biggest dark horse in the nourishing industry, being the first nourishing brand to enter Tmall's billion-yuan club. This year's 'Double 11 Shopping Festival' saw it defeat the established bird's nest brand Yan Zhi Wu, becoming the top-selling bird's nest product on Tmall.
New DistributionBehind Nestlé's Major Slimming Down: How Big Brands Should Face China's Consumption Upgrade
Nestlé has sold off over 130 billion yuan worth of businesses in recent years, raising questions about its strategy. As big brands face China's consumption upgrade, they must adapt to a U-shaped market where mid-market players struggle, and embrace agility to thrive.
天合商学院RELX悦刻 Opens Its First Global Flagship Store, Plans to Open 10,000 Stores in 3 Years
On November 1 last year, the State Tobacco Monopoly Administration and the State Administration for Market Regulation jointly issued a document requiring e-cigarette companies not to sell e-cigarettes online, urging e-commerce platforms to close e-cigarette stores and remove e-cigarette products promptly. For practitioners in the e-cigarette industry, with the loss of online channels, offline has become the most important, even the only, scenario to reach users. Offline channels are scarce, and more intense competition has shifted offline. Convenience stores, nightclubs, and shopping malls have become battlegrounds for e-cigarette brands, with fierce competition. Offline is not like online; some e-cigarette companies failed to survive this struggle and left bleakly, while others still rely on burning money, using high entry fees to subsidize offline market grabbing. Some leading brands are expanding their territory, and RELX悦刻, at this moment, has boarded the fast train of new retail, demonstrating the strength of an industry leader.
New DistributionTenwow International's Darkest Hour: Massive Loss of 4.2 Billion, 8 Executives Resigned, Suspended for 16 Months, New Products Hard to Find in Supermarkets
Tenwow International's brand has been quiet in the market for a long time. Seven years ago, Tenwow International stood out with its honey grapefruit tea, even prompting leading beverage companies to imitate it. However, the company has now suspended trading for 16 months, suffered losses exceeding 4.2 billion yuan, and seen eight executives resign.
曹雪娇Yili Launches Plant-Based Milk, Nongfu Spring Pushes Plant-Based Yogurt: When Will the 'New Darling of Dairy' Scale Up?
In December 2019, Yili's Shixuan launched a plant-based milk series, introducing three premium products including high-protein soy milk, upgrading from soy milk to plant-based milk. In May 2019, Nongfu Spring launched three plant-based yogurts, creating its first plant-based yogurt brand. Other players like Uni-President, Dali, Mengniu, and leading soy milk powder brands such as Weiwei, Heiniu, and Beidahuang have also entered the plant-based milk market. Even Joyoung launched its Modoujiang series of boxed soy milk. With beverage brands and established dairy companies continuously launching new products, and soy milk powder enterprises upgrading their offerings, the plant-based trend is surging. But why are plant-based products so popular, and how will they develop in the future?
阿图How Should Top Brands Conquer the Lower-Tier Market?
On July 26, 2018, Pinduoduo went public on NASDAQ, bringing the term 'lower-tier market' into the spotlight. The success of companies like Pinduoduo and Guming Tea, which focus on small-town markets, has surprised businesses that concentrate on first- and second-tier cities. This article analyzes what the lower-tier market is and how to effectively enter it, using Coca-Cola's approach as an example.
潘利华In the Second Half of Competition in the Food and Beverage Industry, the 'Matthew Effect' of Brands and Channels Becomes Prominent
China's consumer industry is facing unprecedented changes. As 2020 arrives, the food and beverage industry is at a crossroads. A recent ranking by Hurun shows that established national brands like Yili, Haitian, Mengniu, Shuanghui, and Dali dominate the top spots. With the disappearance of demographic dividends and consumption upgrades, the industry is expected to see a more pronounced 'Matthew effect' in competition.
邹茂林Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?
Tsingtao Beer recently launched the "Encounter" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, featuring three classic van Gogh works—"The Starry Night," "Sunflowers," and "Wheatfield with Cypresses"—on the cans of its full-wheat white beer. The article explores how beer brands can innovate through IP collaborations, using this case to discuss the necessary conditions for successful brand-IP partnerships.
李青林Reflections on Haidilao's New Yogurt Launch: How to Judge Whether a Product Has Explosive Potential
Recently, news of Haidilao launching a new yogurt product caught attention, with several comments expressing interest in becoming distributors. Before investing resources, it's essential to assess whether a product has the attributes of a bestseller. This article analyzes Haidilao's yogurt through the three elements of a hit product—selling well, selling fast, and selling at a premium—and discusses how to judge a product's potential and what constitutes a brand.
苏醒Empowering Enterprise Growth with Digital Wings: What Kind of B2B Platform Do Brand Owners Really Need?
The development of information technology has brought increasing challenges to the distribution channels of traditional FMCG products. On one hand, changes in information dissemination have diversified consumer access to information, leading to more personalized consumption demands. On the other hand, the emergence of e-commerce, B2B, O2O, and other new shopping methods has weakened the traditional channel-centric mindset, making it difficult to reach all consumers through centralized channels. How should FMCG companies respond to these market changes and leverage new channels like B2B to drive new business growth?
新经销刘少德2019 China Marketing Year in Review
2019 has passed, but its impact on marketing is profound. The core of market competition is clear: branded consumer goods have far more opportunities and better survival rates than unbranded ones. Established brands like Bosideng, Feihe, Luckin Coffee, and Miaokelanduo invested heavily in brand upgrades and activation, while new brands like Perfect Diary, Genki Forest, and HFP continued rapid growth.
星夕Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来Growth at the Start of 2020 Depends on 'Layout'!
Generally, companies set annual goals, break them down, and propose work priorities. However, in the context of product upgrades and model transformation, this is not enough. I propose four keywords for the year's layout: layout, tipping point, rhythm, and intermediate results.
刘春雄“Charge for 15 Minutes, Last All Day”: How Snow+ Pro Cracked This Tough Challenge
For users of smartphones and other electronic devices, the biggest fear is running out of battery. Snow+ Pro, a pod-based e-cigarette, addresses this by offering a 15-minute fast charge for a full day's use, a breakthrough in an industry where 40-minute charging was the norm. This innovation, along with supply chain upgrades and a new R&D center, positions Snow+ as a leader in the FMCG e-cigarette market.
赫婧The 2 Trillion Yuan Beverage Market: The Era Anxiety of Water Sellers
Wahaha plans to end its endorsement deal with Wang Leehom, with Zong Fuli explaining it's because he's aging. This reflects a broader anxiety in the beverage industry, where brands face challenges from market saturation, changing consumer preferences, and the rise of B2B platforms disrupting traditional distribution channels.
邓一喜Brand 2020: Anti-Fragmentation Communication!
In February, I wrote 'Stop Updating Weibo, WeChat, and Douyin,' suggesting brands focus on iconic communication and concentrate resources on major initiatives rather than fragmented daily posts. This article explores how to conduct anti-fragmentation brand communication in today's fragmented era, using centralized resources like Focus Media to build brand consensus.
杨不坏Ambition of 20 Billion: Anmuxi Doesn't Believe in Brand-Effect Integration
In many marketing departments, brand-effect integration should be the most important KPI this year: how much money spent must bring how much revenue. Brand-effect integration has become the most headache-inducing problem for marketers in 2019. This is due to two reasons: first, the poor macroeconomic environment has led brands to tighten budgets; second, the stimulation from new scenarios such as live-streaming sales, private domain traffic, and influencer seeding has excited every marketer. At the end of last year, I wrote that 2019 is the first year of brand-effect integration, but my point was that 'effect' is not just immediate sales, but the consumer's action after seeing marketing content, a broader and long-term brand-effect integration. Now at the end of 2019, let's revisit brand-effect integration.
杨不坏