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The Consumer Psychology Behind Product Innovation: Why Big Brands Can Make More Money?
Big brands profit from consumer habits, which are formed through minimal cognitive effort. Innovation is hard because users resist change, but small brands can exploit the 'red button syndrome'—the innate desire to choose—to break monopolies, provided they invest enough in habit formation.
赵波“First-tier brands have thin profits, second-tier brands have weak terminals, and third-tier brands die fast!” How should distributors choose products correctly?
Recently, I was invited by a friend to discuss how distributors choose products, so this article will talk about product selection. A distributor's ability to make money is directly related to their product portfolio. It is irresponsible to select products without maximizing portfolio profits and to lead your team towards prosperity without a clear plan. So how exactly should one choose products to sell?
海游Under Stock Competition, Where Is the Next Opportunity for FMCG Companies to 'Overtake on Curves'?
With the disappearance of demographic dividends, all industries have shifted from tapping incremental markets to competing for existing market share, and the FMCG market is no exception. Besides competing on existing market share, FMCG companies can also overtake on curves by empathizing with consumers, identifying new demands, and satisfying them in differentiated ways, avoiding resource-draining wars. This article explores the concept of 'small demands' and how a metal packaging giant, Baosteel Packaging, offers a solution through its 'IPrinting 听你' platform.
袁来Sanquan Foods Makes a Major Move with Focus Media, Igniting the Spring Festival Market Ahead of Time
As the economy grows and life pace accelerates, demand for nutritious frozen foods is rising, peaking during traditional festivals like the Winter Solstice and Spring Festival. As the pioneer and industry leader in frozen dumplings and tangyuan, Sanquan Foods has taken the lead by partnering with Focus Media to capture the Spring Festival market early.
New DistributionCase Analysis | Distributors Achieve New Product Success in "Eight Steps"
How can distributors ensure the success of new products in regional markets? While each experienced distributor has unique insights, commonalities exist. This case study analyzes the general approach and methods of an excellent distributor in launching new products.
张宇Three Squirrels: From 'Taobao Brand' to 'First National Snack Stock' - The Methodology Behind It
After the conclusion of Singles' Day, Three Squirrels reported total sales of 1.049 billion yuan across all channels, a year-on-year increase of 53.81%, with online sales exceeding 923 million yuan and offline sales surpassing 126 million yuan, up 226%. The company secured the top position on nine major platforms, achieving its eighth consecutive victory in online nut sales. This performance highlights its successful transition from a nut-focused brand to a full-category retail brand, supported by a diversified channel strategy.
New DistributionCan't Stop Browsing: What's Inside the Kangshifu Tech Pavilion at CBST2019?
On November 18, the 2019 China Beverage Industry Association Annual Meeting with the theme 'Environment and Sustainable Development' was held in Shanghai, alongside the opening of CBST2019, the 9th China International Beverage Industry Technology Exhibition, at the Shanghai New International Expo Centre. The exhibition gathered exhibitors from nearly 40 countries and regions, with dozens of well-known beverage companies showcasing their brand culture and innovative products. Among them, Kangshifu's interactive experience pavilion attracted much attention.
New DistributionChanging Perceptions with a Walnut: How Walnuts in the Milk Way Achieve Explosive Sales!
Last year, China's snack food market reached 484.9 billion yuan, with nuts and roasted seeds accounting for 23% of the entire snack food market. Over the next three years, nut and seed snack sales are expected to maintain a compound annual growth rate of 10.7%, potentially reaching 345.6 billion yuan by 2020. The growth model of the nut industry has shifted from demographic dividends to fan quality dividends. The entire industry can be summarized by four 'new' aspects: new generation, new consumption, new retail, and new thinking. However, the industry is currently constrained by severe product homogenization and single-dimensional models and channels. As an outstanding example of innovation in the nut snack industry, Hebei Lvling Kangwei Food Co., Ltd. (hereinafter referred to as 'Lvling Food') conducted in-depth market research and, with innovative products and differentiated marketing, quickly gained a large number of consumer fans.
New DistributionTsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing
At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance. The report highlights significant sales growth across e-commerce platforms, successful influencer marketing, and innovative strategies like the Night Owl beer and panoramic museum.
李青林Hankou No.2 Factory's Sister Brand Makes a Grand Debut: Hengrunshi Strikes Again, Stirring a New Storm in the Trendy Beverage Industry
Hengrunshi, the creator of the viral Hankou No.2 Factory brand, is launching a new beverage brand called Parallel Universes at FHC 2019. With two product lines—low-alcohol flavored cocktails targeting young women and aromatic sparkling water inspired by The Art of War—the brand aims to champion individuality and self-expression.
大肥羊Double 11 | Data from Four Major E-commerce Platforms Released: Which FMCG Brands Are Leading This Year?
The 2019 Double 11 shopping festival concluded with Tmall recording 268.4 billion yuan in total transactions, JD.com reaching 204.4 billion yuan, and Pinduoduo and Suning also performing strongly. This year's event highlighted trends such as new product launches, KOL live streaming, and channel下沉, offering insights for brand growth in 2020.
New DistributionAfter Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤Why Can Six Walnuts Exceed 10 Billion While Lulu and Coconut Tree Cannot?
This article reflects on Chinese positioning cases, arguing that creating a new 10-billion-yuan product is easiest starting from protein beverages. It analyzes how Six Walnuts succeeded by leveraging competition and clear consumption scenarios, while Lulu and Coconut Tree failed to break through due to lack of scenario positioning and multi-layer consumption penetration.
许战海P&G and L'Oréal Join China's New Consumption 'Alley Fight'
As the 2019 Singles' Day shopping festival approaches, top livestreamer Li Jiaqi aims for 1 billion yuan in sales, riding the wave of livestream commerce. New internet-famous brands are rising, challenging established giants, while international brands like P&G and L'Oréal adapt to China's new marketing and channel dynamics to stay competitive.
李伟Defensive Battle of Strong Brands | Nongfu Spring's Dealer Reform in 2014
Before discussing how strong brands defend their dominance, one must deeply understand what they are defending and its significance. This article explains the concept of strong brands, how they defend their position, and how Nongfu Spring adjusted its dealers to counter competitors.
海游Most Companies Are in Trouble Because They Fail to Fully Leverage Their Core Business Potential!
The author, Mr. Cao Hu, President of KMG China, will be a speaker at the 2020 China FMCG New Marketing Opening Course held by New Distribution in Zhengzhou from November 26-28, where he will share practical insights on enterprise growth. Global economic restructuring has profoundly impacted the growth models of Chinese enterprises, with frequent 'gray rhino' events in the past 24 months. Many companies are struggling because they lack effective marketing strategies and fail to maximize the potential of their core businesses.
曹虎7 Steps for Distributors to Win the New Product Launch Battle
Launching new products is a challenging task that enriches market product structure, increases profit margins, and extends brand vitality. Distributors must clarify whether the brand is a leader or a newcomer, and follow seven steps: market positioning, gross profit estimation, market planning, cost investment, personnel investment, task decomposition, and execution review, to ensure success.
New DistributionChanging Perceptions with a Walnut: How Walnuts Can Explode in Sales Like Milk!
Last year, China's snack food market reached 484.9 billion yuan, with nuts and roasted seeds accounting for 23% of the entire snack food market. Over the next three years, nut and seed snack sales are expected to maintain a compound annual growth rate of 10.7%, potentially reaching 345.6 billion yuan by 2020. The growth model of the nut industry has shifted from demographic dividends to fan quality dividends. The entire industry can be summarized by four 'new' aspects: new generation, new consumption, new retail, and new thinking. However, the industry is currently hindered by severe product homogenization and single-mode and channel issues. As an excellent example of innovation in the nut snack industry, Hebei Lvling Kangwei Food Co., Ltd. (hereinafter referred to as 'Lvling Food') has conducted in-depth market research and, with innovative products and differentiated marketing, quickly gained a large number of consumer fans.
New DistributionHow Small Brands Can Break Through the Blockade and Defeat First-Tier Brands?
In an incremental market, small brands can survive by imitating big brands and targeting niche markets. However, in today's saturated and stagnant market, small brands face the challenge of being crushed by big brands' aggressive competition. To thrive, small brands must abandon conservatism, adopt challenger strategies, find breakthrough points, leverage new traffic and channels, and follow the eight laws of challenger innovation to establish a strong brand identity and win consumer loyalty.
赵波Totole Original Fresh Focuses on Focus Media to Attract Middle Class, Soy Sauce Market Competition May Intensify
Soy sauce is the largest category in China's condiment industry, with annual production reaching tens of millions of tons. Currently, the domestic market is dominated by Haitian, followed by Lee Kum Kee, Chubang, and Original Fresh, forming a 'one superpower, multiple strong players' competitive landscape. Recently, Totole Original Fresh soy sauce has changed its brand strategy, heavily focusing on Focus Media elevator advertising, promoting '0 additives, 3 layers of freshness' to target 300 million urban mainstream consumers and further capture market share. As is well known...
New DistributionFacing Market Encirclement by Nongfu Spring, C'estbon, and Ganten, How Can Small Brands 'Snatch Food from the Tiger's Mouth'?
The author, with 12 years of experience in bottled water sales management, shares insights on how weak brands can achieve regional dominance despite being squeezed by strong competitors. Drawing on examples and strategic principles like guerrilla and offensive warfare, the article offers practical tactics for small brands to focus resources and carve out their own territory.
海游Distributor Lao Zhang's Worries, Marketing Director Lao Cao's Pain: What's Wrong with the Traditional Channel Model?
To vividly illustrate the problems in the current FMCG industry's channel model, this article creates two characters—distributor Lao Zhang and marketing director Lao Cao—to reveal the drawbacks of current channels through their pains and worries, and on this basis, outlines the direction of future channel transformation.
高松Breaking | E-cigarette Industry Faces National Standard, Online Channels Cut Off!
On November 1, the State Tobacco Monopoly Administration and the State Administration for Market Regulation issued a notice to protect minors from e-cigarettes, urging the closure of online sales channels and removal of e-cigarette products and ads. This takes effect immediately, meaning all internet sales sites and e-commerce platforms must remove e-cigarette products and ads within the day.
New DistributionBlind Faith in Influencer Livestream Selling Is a Disease That Needs a Cure
The article critiques the hype around influencer livestream selling, arguing that while top influencers can drive sales, most others fail, and the real key is product quality and price, not the influencer. It warns against blind faith in this model and explains the underlying dynamics for all parties involved.
半佛仙人