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3215 articles · Page 63 of 134
Soda Water Chaos
China's soda water market is poised for a chaotic battle as major brands enter the fray. With giants like Genki Forest, Tsingtao Beer, Uni-President, and Nongfu Spring launching new soda water products, the market is heating up, but consumer confusion between soda water and sparkling water may hinder growth.
澄韵Do Small and Beautiful Local Distilleries Still Have a Chance?
Li Du's value lies in its 'small and beautiful' survival strategy for local baijiu. Despite being a small local distillery, Li Du has shown that by creating value, communicating it through immersive experiences, and leveraging social media, local distilleries can thrive even without national reach.
刘春雄Master Kong Instant Noodles Sold 11.5 Billion in Half a Year, Why Shift to Energy Bars?
According to AC Nielsen data, China's instant noodle consumption exceeded 40 billion servings in 2018, returning to the '40 billion servings club', and in the first half of 2019, sales in China's instant noodle market rose 7.5% year-on-year. Master Kong's 2019 interim results show that its instant noodles alone sold 11.5 billion yuan in the first half of 2019, with revenue up 3.68% year-on-year, contributing 37.85% of the group's total revenue. As the instant noodle market recovers, Master Kong, one of the industry leaders, has begun selling energy bars. Recently, Master Kong quietly launched the 'Sunshine Youxian' brand, officially entering the meal replacement energy bar field.
FBIFBrand Owners Take Note: 'Private Domain Traffic' Has Arrived—Should You Follow?
Private domain traffic is a new concept that has garnered significant attention in the marketing field this year, both online and offline. There is considerable debate about its value: some see it as a revolutionary marketing innovation that will transform traditional models, while others dismiss it as merely adding friends on social platforms. This article argues that private domain traffic will become the primary marketing model of the future, potentially replacing traditional systems, and offers guidance on how enterprises can build a new marketing system centered on it.
鲍跃忠Jiangxiaobai's Guide to Staying Young
Whether it's allowing consumers to express themselves or using consumer language, the essence is a 'reconciliation' between the brand and consumers. Jiangxiaobai, a young Chinese baijiu brand, has achieved success by understanding and engaging with young consumers through innovative products, marketing, and a youthful corporate culture.
田巧云Goodbye Chen Peisi, Unforgettable Beibingyang
Returning does not mean victory or success; time has taken away the past, along with consumers' former tastes and habits. 1983 is destined to be unforgettable, as it marked the debut of Beibingyang on the Spring Festival Gala stage, a brand that later disappeared and made a comeback.
王杨森How Laocunzhang Achieved 6 Billion in Sales with a Bare-Bottle Liquor?
Laocunzhang is another industry anomaly in the mass liquor era besides Niulanshan. Because it is not a listed company, it is not easily noticed and exploited by the keen capital market early; also because its selling price is lower than Niulanshan, it is regarded as an un-copyable outlier by most mainstream enterprises in this industry that pay taxes in a standardized way. However, after multiple verifications, the author speculates that its actual sales may be astronomical. Considering multiple factors such as reasonable avoidance of low-end liquor tax burden, authorized remote filling, and sales discounts, several industry experts speculate that the actual shipment sales may be close to 6 billion...
刘义军Community Group Buying Officially Enters the Era of Three Kingdoms: Should Brands Follow or Not?
After a year of brutal growth, community group buying has settled into a competitive landscape dominated by a few major players. This article analyzes the current competitive dynamics, whether there are still opportunities for new entrants, and whether brands should partner with these platforms.
新经销刘少德What Changes and What Stays the Same in Marketing?
The article discusses the complexity of marketing concepts and the importance of distinguishing between what changes and what remains constant. It argues that while marketing methods vary across industries, the core goals of driving sales growth, enhancing brand value, and increasing customer loyalty are timeless. It also addresses challenges for startups in branding and the evolving role of data and AI in marketing.
张锐One Step Closer to Hema's Dream of 'Over 50% Private Brand in Three Years'
As competition in China's retail industry intensifies and product homogenization becomes more severe, developing private brands has become a key breakthrough for differentiation. However, most retailers are blindly following others, leading to poor positioning, weak branding, and ineffective marketing, resulting in excess inventory and a 'dabble and quit' approach. Hema, a leading new retail player, has achieved over 10% private brand penetration, offering valuable lessons for traditional retailers.
宋九亮Chasing Red Bull, How Likely Is Eastroc to Succeed in Its IPO?
In 2019, China's functional beverage market experienced a turbulent yet seemingly calm transition. Since the Red Bull trademark case in June, the launch of Red Bull Anaji pushed the dispute to a climax, with discussions lasting over three months. Eastroc, the industry's second-largest player, is now pursuing an IPO, facing both opportunities and challenges as it aims to close the gap with the embattled Red Bull.
澄韵Dealers Should Never Pin Their Hopes on a Single Brand
More than half of 2019 has passed, and all dealers are complaining about poor market sales. Manufacturers have raised prices multiple times to balance their books, but whether consumers will accept the increases is a huge test for dealers. In the early days, dealers aspired to represent big brands, but now representing them has become a dilemma—abandoning them is a pity, while keeping them is exhausting.
New DistributionFive New Products Launched Together! Can This Company Become the Next 'Three Squirrels'?
In recent years, Three Squirrels, Be & Cheery, Bestore, and Qiaqia in the snack food industry have leveraged e-commerce to quickly create a 'nut craze', attracting multiple snack giants to enter the nut market, such as foreign brand Kraft Heinz. Before this, nut products were never mainstream in the snack food sector. Undoubtedly, nuts are now at the industry's peak. According to a Mintel research report, over the next three years, nut snack sales will maintain a compound annual growth rate of 10.7%, with the market size expected to reach 345.6 billion yuan by 2020...
New DistributionTrademark Registration Ruled Invalid: Will Jiangxiaobai Become the Next JDB?
As the saying goes, 'fame brings trouble.' Since the Jiangxiaobai brand took the market by storm, a series of disputes have erupted over the ownership of the Jiangxiaobai trademark family. Recently, the administrative lawsuit over the invalidation of the 'Jiangji Xiaobai' trademark, part of the Jiangxiaobai series, was heard at the Beijing Intellectual Property Court. This marks the fourth trademark ownership dispute between Chongqing Jiangxiaobai Liquor Co., Ltd. (Jiangxiaobai Company) and Chongqing Jiangjin Distillery (Group) Co., Ltd. (Jiangjin Distillery) to enter judicial proceedings, following previous cases involving 'Jiangxiaobai,' 'Jiangdabai,' and 'Xiaobaijiang.'
New DistributionThe Company Behind JDB Herbal Tea, Kunlun Mountain Mineral Water, Pechoin Herbal, and Jiangzhong Jianwei Xiaoshi Pian...
This article tells the legendary stories of brands like Pechoin, which grew from 200 million to 17.7 billion yuan in 8 years, surpassing L'Oreal and Olay to become China's leader; Wanglaoji, which surpassed Coca-Cola in 8 years to become 'China's No.1 beverage can', growing from 120 million to 36 billion yuan; Jiangzhong Jianwei Xiaoshi Pian, which has been the No.1 OTC drug in China for 12 consecutive years; and Xiwang Corn Oil, which grew from 65 million to 2.6 billion yuan, surpassing Arawana to become the No.1 in the corn oil category. All these successes are attributed to positioning, and the positioning for these brands came from a master-level company: Chengmei.
New Distribution40 Years of Counterfeits in China
A look at China's commercial history reveals that counterfeits emerged almost simultaneously with the reform and opening-up. During the planned economy era, factories were either collectively or state-owned, leaving little incentive for profit, so counterfeits were rare. As China transitioned to a market economy, individuals could establish companies for production, processing, and sales, leading to a surge in demand and shortages, which, combined with the pursuit of economic benefits, caused a proliferation of knockoffs and fakes. The article traces the evolution of counterfeits from low-end to high-end, from offline to online, and examines the underlying logic, including economic development, consumer demand, low manufacturing barriers, and price and cognitive factors.
李青林Forget It! Stop Being Superstitious About Brand Crossover and IP Co-branding!
Over the past two years, brand crossover and IP co-branding have indeed made domestic brands popular. As a result, more and more brands are joining this co-branding hype! The original intention of brand crossover and IP co-branding is to make 'ordinary' brands more interesting, thereby stimulating consumers' desire to buy. However, when this kind of thinking becomes a certain 'political correctness' in the marketing world, all brands are engaging in marketing gimmicks, falling into the self-entertainment of creating hit products. That is to say, although such marketing is harmless...
林川Business Returns to the C-End
Shi Wei says business comprises cognition, transaction, and relationship. China's relationship-based society, rooted in agrarian culture, favors C-end business, while the institutional societies of Europe and America favor B-end business. In the information age, business returns to the C-end, leveraging technology and infrastructure from both industrial and information eras.
刘春雄Re-empowering Distributors: Brand Channel Transformation through Full Authorization and Small-Team Operations
Amid China's economic slowdown, market fragmentation, and e-commerce impact, FMCG companies face challenges in traditional channels and sales bottlenecks. This article explores how to innovate marketing organization and channel collaboration, break organizational boundaries, and create an enabling integrated marketing channel, using Yihai Kerry's marketing empowerment organizational transformation as a case study.
高松Note: The Essence of Internet-Famous Products Is Not 'Internet-Fame' but the Right Marketing Approach!
We are in an era of product explosion, fragmented information, diversified channels, and segmented consumer demands, marking the entry of China's FMCG industry into a niche era. In this new era, consumer choices vary, and internet-famous products emerge endlessly. Chinese consumers prioritize product quality over quantity, selecting the one that suits them from thousands of options, expecting brands to understand them better. It is difficult for any single brand or category to satisfy all consumers, and each niche holds immense opportunities; capturing consumer insights is key to success.
李青林To Do Good Marketing, First Make a Name for 'Freshness'
Two examples illustrate the power of freshness as a marketing strategy. Tianhu Beer, despite being a small player next to industry giant China Resources, thrives by offering a 3-day freshness guarantee that competitors cannot match. Another small brewery, Taishan Raw Ale, expanded nationally with a 7-day freshness promise, demonstrating that freshness can be a high barrier to entry and a source of strong consumer loyalty.
刘春雄Food Brands Compete in New Product Arena, 'New Health' Concept Emerges!
As living standards rise, health preservation is no longer exclusive to the middle-aged and elderly; younger generations like post-85s and post-90s are also proactively focusing on health issues, driving a 'new health' trend in new food products. Products featuring 'zero fat, zero sugar' and 'functional ingredients' are in high demand, with brands like Super Zero, Saturdrop, Starbucks, and Quaker entering the market to seize opportunities. On October 11, CBNData and Tmall小黑盒 released the 'White Paper on New Product Trends in the Health Food Industry'.
CBNDataWill the Next Marketing Revolution Happen in China?
The mobile internet has brought about information equality, shifting consumers' roles and making reputation management more important than brand image. As China becomes the world's largest consumer market, the next marketing revolution is likely to emerge there, driven by fragmented markets and the need for continuous learning and adaptation.
赵波In-depth: How Should New Brands Really Be Built?
Brand is an eternal topic. Last month, Diao Ye's two articles on consumption waves sparked widespread discussion about new brands, but no clear conclusion was reached. In a recent in-depth interview with Ma Zhantian and Wang Yi of Xinyi Capital, we gained different insights. They believe that new brands should focus on two key points: staying close to user needs and leveraging supply chain advantages to create cost-effective products. Long-term, success in China's consumer market requires a balance of traffic, product, and channels to build a brand worth over ten billion yuan.
曹瑞