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The Decline of Brand Influence: What Else Can You Do Besides Influencer Marketing?
In recent years, many people feel that brand marketing has become increasingly difficult. If you ask them, "What are the main challenges?" a flood of complaints emerges: traditional marketing channels are less effective, finding viral moments is hard, consumer attention is scarce, conversion rates are tough to improve, and expensive endorsements are less impactful. As a result, many marketers have made selling hit products the core of their marketing, often relying on top influencers. However, this approach has pitfalls, and the real solution lies in understanding consumers, who are becoming less sensitive to brands in many categories.
呵先生How to Achieve Hardcore Growth in 2020? Kotler and Nine Marketing Gurus Offer Their Advice!
The 'Hardcore Growth: Reshaping the Profit Growth Engine - Kotler 2020 New Year Strategy Forum' hosted by Kotler Marketing Group (KMG) will be held on January 8, 2020, at The St. Regis Shenzhen. Milton Kotler, Global President of KMG, will share new insights on marketing and growth strategies, and has invited 10 industry authorities and trend experts to advise on corporate marketing strategy and hardcore growth for 2020. Registration is now open for the event.
科特勒学院Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来Inventory, Distribution, Observation, Assessment, Attack, Activation, and Protection: A Deep Dive into Key Issues in New Product Launches!
New product launches may appear to be strategic and tactical issues with ever-changing rules, but they deeply reflect a company's overall strategic thinking. For FMCG new product launches, speed is paramount, followed by systematic execution, regional and resource focus, and single-point breakthroughs. This article provides practical insights into the dynamic process control of new product launches—covering market inventory, distribution, observation, assessment, attack, activation, and protection—to offer guidance to FMCG companies.
王传才For a Startup Brand to Succeed, 50% Depends on Market Opportunity, 30% on Product!
For a startup brand, three things matter most: market opportunity selection (Market), product (Product), and growth (Growth). I have always believed that for a startup brand to successfully complete the journey from 0 to 1, 50% depends on the choice of market opportunity, 30% on the product, and growth, whether marketing or sales, only accounts for 20%. If we set aside growth, the 80% that is market opportunity selection and product has a specific term called 'Product-Market Fit'.
求智集What's Driving Mars and Other Giants Crazy? Consumers Are Changing Too Fast!
A product's success largely depends on being delicious—this has never changed and cannot change. The rapid development of information and data has had a huge impact on the FMCG industry. Consumer needs are constantly evolving, and FMCG companies need to shorten R&D cycles to keep up with increasingly segmented and diverse demands. New product development must be based on deeper consumer insights, and traditional product research methods may no longer guide product development and promotion effectively. This article from Fooddive.com uses Conagra, Mars Wrigley, and Ferrara as examples to show how FMCG companies are changing their product research approaches in the data age.
New DistributionPractical Guide | Eight Pain Points Hindering Frontline Sales in Launching New Products, with a Checklist for Using Tools to Boost "New Product Promotion" Efficiency!
This article analyzes the challenges frontline salespeople face when launching new products, using real-world scenarios to highlight eight common pain points. It then provides a detailed guide on how digital tools can enhance new product promotion efficiency, including product knowledge training, real-time market data, consumer profiling, and sales competitions.
邢仁宝Vita Tea Surpasses Iced Black Tea, Pulpy Orange "Kills" Fresh Orange! What Are Master Kong and Uni-President Busy With?
Do you think Master Kong's market monitoring system would overlook Vita Tea? If not, why did Vita Tea easily surpass it? Uni-President's Fresh Orange being "killed" by Coca-Cola's Pulpy Orange is nothing new. Why do these market giants' flagship products so easily slide from protagonists to supporting roles? Consumers are the origin of all brand actions, and market research is the best way to gain consumer insights. Developing and improving strategies based on market research is a standard operating model for consulting firms and many mature companies, with many successful applications...
张德昭Nongfu Spring's New Sparkling Water Hits the Market: What Do Distributors Think?
Nongfu Spring has launched a new sparkling water in 410ml bottles, available in lemon and white peach flavors, marketed as natural mineral water with no sugar, no carbonation, and weak alkalinity, priced at 4 yuan per bottle. The product was piloted in early November and planned for national rollout by the end of November, but according to New Distribution, the launch has not gone as smoothly as planned: many regions still lack stock, and some distributors are reluctant to order. This article explores the reasons behind distributors' hesitation.
澄韵Wahaha and Wang Leehom's Split: No Mistake!
Recently, Wahaha made headlines again after Zong Fuli's remarks about ending the 20-year endorsement deal with Wang Leehom. She stated that Wang was replaced due to his age and consumer aesthetic fatigue. The public criticized her comments, but from a business perspective, the decision aligns with market trends and brand strategy.
李青林What Marketers Should Do in 2020!!!
As 2019 draws to a close and 2020 approaches, food marketers face a challenging landscape marked by rapid internet growth, declining foot traffic in physical stores, and high costs. To succeed, they must maintain confidence, embrace platforms, ensure product freshness, innovate, execute marketing fundamentals, leverage internet communication, develop new channels, participate in trade shows, and manage finances meticulously.
童苗强2017⇆2019, China's Business Has Changed
The sudden viral trend of '2017⇆2019' evokes nostalgia for time passed, reminding us that many things, including business, have truly changed. From the final frenzy of 2017 to the return to common sense in 2019, the article reflects on shifts from speculation to long-termism, from focusing on first-tier markets to sinking markets, and from single-point breakthroughs to total war, among other transformations.
沈帅波The Traditional Marketing Triangle Is Obsolete; the New Three Forces Are the Future of FMCG!
In recent years, a large number of excellent innovative brands have emerged in the consumer goods industry, such as Panda Brewing, Master Gao, Genki Forest, Zihaiguo, Hi Jiajia, Single Grain, Zhong Xuegao, and Egg Full. Unlike traditional brands, these innovative brands did not follow the traditional marketing model of advertising on TV and recruiting distributors offline; instead, they used entirely new marketing models to reach the market and quickly gained consumer awareness and recognition. This was rare in the past. Analyzing the reasons, the competitive barriers of traditional enterprises came from the construction of the three marketing forces (product force, brand force, and channel force), through which enterprises built an efficient, low-cost marketing system via mass production, mass communication, and mass distribution.
赵波Adidas's 3 Billion Yuan Lesson: Uncovering the Digital Marketing Fog of 'Over-Investment'
A recent viral article in advertising circles, 'Adidas: We Over-Invested in Digital Marketing,' reveals that due to excessive spending on performance-based ads, Adidas loses at least 3 billion RMB annually, with even greater costs from neglecting brand building. This piece serves as a milestone warning for brands increasingly prioritizing visible digital marketing over long-term brand equity.
陆离Learning Marketing from Big Brands May Waste Your Money
For most companies, imitating big brands' marketing is seen as the best path to success. However, without understanding the essence and key factors before imitation, you may pay a heavy price. This article explores the pitfalls of blindly copying big brands and offers methods for effective imitation.
HuoTalkLi Jiaqi and Viya's Livestreams Are a Hit: Should Brands Follow Suit?
As influencer livestream e-commerce surges, brands face the dilemma of whether to participate. This article explores how to view this trend correctly and offers eight key principles for small and medium-sized FMCG companies to avoid pitfalls when partnering with influencers.
刘少德 刘华Practical Tips | Six Elements of New Product Distribution: Time, Place, People; Cause, Process, Result
This article uses the six elements of narrative writing to explain how to successfully distribute new products. It covers timing, target market, team execution, reasons, process, and results, providing practical advice for FMCG distributors.
海游Monetizing Traffic? Sorry, You Are the One Being Monetized
The article argues that the current obsession with 'traffic' in business is misguided, as traffic itself is not a reliable path to profit. It warns that companies focusing solely on traffic acquisition often become the product being monetized by platforms, and advocates for a return to value creation and long-term professional marketing strategies.
苗庆显Snow Beer's Hou Xiaohai 'Without Reservation': What Exactly Is the New Era Strategy for the Snow Brand?
Should beer learn from baijiu in branding? Hou Xiaohai reveals Snow's 'decisive' strategy. Since 2017, Snow Beer has embarked on a new round of strategic layout, focusing on brands rather than capacity. From 'Facial Makeup' and 'Ingenuity' to 'Black Lion White' and 'Mars Green', these new brands, along with Heineken acquired by Snow, form a brand 'dream team'. Against the backdrop of a warming and upgrading Chinese beer market, this brand strategy will impact the industry's 'decisive' landscape...
云酒Mastering the 'Moments' (WeChat Moments) Will Be a Basic Skill for Marketing Professionals!
An increasing number of brand owners, distributors, and retailers are recognizing the marketing potential of social media 'Moments' (e.g., WeChat Moments). Many forward-thinking individuals have begun to proactively conduct marketing promotions through Moments, and some companies are starting to plan and organize marketing innovations based on Moments. The rapid development of mobile internet has shifted how the Chinese public obtains information from large screens (TV, radio, newspapers) to small screens (mobile devices), fundamentally changing the dynamics of marketing communication.
鲍跃忠Too Old! Dropping Wang Leehom, Will Wahaha Improve Under Zong Fuli?
The future leadership of Wahaha remains undecided. Recently, Zong Fuli, the heir apparent, made headlines after stating in an interview that she disliked Wang Leehom, the brand's spokesperson for 20 years, and the packaging. She had already ended the partnership in 2018 upon becoming head of brand PR, citing his age and consumer fatigue. This contrasts with her father Zong Qinghou's traditional views, raising questions about Wahaha's future direction.
沈 林Insights | The Standard for Top Sales Talent Is Not Idealized, but Based on Internal Excellence Benchmarks!
A former leader proudly shared how he became marketing director by highlighting that he had developed five sales managers from his team, two of whom were named annual outstanding sales managers. This illustrates that the real competition among enterprises is for talent, and a manager's qualification is measured by the number of capable leaders they cultivate. The article discusses how regional managers often struggle to find ideal sales talent due to flawed hiring criteria, and proposes five hidden criteria for selecting top performers, along with practical recruitment and attraction strategies.
海游30-Year-Old Want Want Refuses to Grow Old!
Want Want Group, known for its iconic Want Want milk and snacks, faced declining revenue and profit from 2014 to 2016. In response, the company launched a new health-focused brand, Fix XBody, in September 2019, aiming to reinvent itself and connect with a new generation of consumers.
FBIFRedefining the "Distributor": The Brand's Marketing Frontline, the Terminal's Business Advisor, and the Consumer's Category Expert
Amid China's economic slowdown, fragmented consumer demand, the impact of online e-commerce, and intense market competition, the traditional channel model in the FMCG industry is under pressure, with sales generally hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from the Business School of East China University of Science and Technology, launches the "Gao Song: Channel Empowerment" column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. Facing the drastic impacts of online sales, channel digitalization, and socialized warehousing and distribution, the traditional business model of distributors is unsustainable. What is the future direction of transformation, and what role should distributors play in the future channel ecosystem?
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