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3215 articles · Page 64 of 134
FMCG Brands: Consumption Is Marketing
Most traditional brands still rely on continuous advertising for maximum exposure, then use a funnel model to filter target audiences and drive sales. However, mature brands often lack neither awareness nor product novelty, making such exposure wasteful. The article argues that marketing should be integrated with product strength, using examples like Coca-Cola's nickname bottles and Guliduo's One Piece collaboration to show how creating new product variations can drive consumption and brand building.
杨不坏Big Brands Must Join the Battle This Time!
Traditional enterprises have been generally conservative in their transition to internet-based marketing because large companies are rational enough not to blindly transform due to anxiety or all-in on trends. Despite the rapid growth of the internet, offline channels still dominate in most industries, and new traffic only incrementally cuts into offline share without displacing it. Big brands, as victors of traditional offline marketing, will only fully commit when new models reach critical mass, can be caught up with resources, or meet their mature judgment standards.
刘春雄Marketing Father Philip Kotler's 10,000-Word Speech Transcript: The Future of Marketing
At the 2019 Kotler Future Marketing Summit, Philip Kotler delivered a keynote on the future of marketing, covering its history, current state, and future trends, emphasizing the shift from sales to creating, communicating, and delivering value, and the importance of innovation and customer-centricity.
菲利普·科特勒The Second Half of the Leisure Snack Industry: Under Diversification Strategies, Leading Brands Enter Different 'Tracks'
The leisure snack industry is set for a new phase. As the 'fourth meal,' it has always attracted attention. This year, Three Squirrels and Youyou Foods have gone public, while brands like Bestore and Ganyuan Food are in the IPO process. On one hand, the market is vast with optimistic prospects; on the other, intense competition and homogenization among leading brands make it urgent for companies to find their positioning and differentiate to capture consumer mindshare.
贾祺How Do Innovative FMCG Brands Cross the Line Between Viral and Sustainable?
Since last year, consumption has once again become a hot topic. About 10 years ago, the core of the consumer sector was channels, with the mantra 'channels are king.' But recently, consumption has become a hotspot again, largely due to interesting changes in channels. On many newly emerging social platforms like Xiaohongshu, WeChat, Taobao Live, Douyin, and Kuaishou, live-streaming sales features have brought significant traffic dividends to emerging brands, making them important new marketing and sales battlegrounds for consumer goods.
经纬主页君2020 New Marketing Opening Course: Where Should Next Year's Budget Be Spent?
Spending money is harder than making it, because you must be responsible for the money spent and eventually earn it back many times over. Many traditional companies have budgets but don't know where to invest them. The budget issue is not just a financial problem but a question of marketing direction. Based on observations of companies implementing new marketing in 2019, five directions are crucial: new products, new marketing organizations, BC channel integration, technology-driven approaches, and new media communication.
刘春雄Why Is It That All Purified Water, Some Sells for 2 Yuan, While Others Sell for 38 Yuan?
A 500ml bottle of purified water can be priced at 2, 3, 5, or 38 yuan. Why? Pricing is a strategy! It involves brand positioning, market opportunities, product features, and user perception. Pricing not only determines the customer base, competitors, and internal and external profit distribution, but also the allocation of core resources.
崔德乾Is the E-Cigarette Industry a Good Business at the Forefront?
Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment.
New Distribution10-Year Marketing Director's 100 Honest Truths About Marketing
Having transitioned from a professional manager to a trade partner and marketing consultant, the author reflects on over a decade in marketing, sharing successes and failures. This article offers 100 candid insights, from career advice and management principles to the realities of corporate politics and personal growth.
盛斌子NBA in Hot Water? FMCG Sponsors Queue to Terminate Contracts! IP Needs Caution
On the evening of October 4 US time, Houston Rockets general manager Daryl Morey posted inappropriate remarks about Hong Kong on social media, echoing a slogan used by Hong Kong rioters. NBA Commissioner Adam Silver defended Morey's 'freedom of speech', sparking widespread opposition from Chinese fans. The incident has led to sponsors terminating contracts, with NBA earning $1.2 billion annually from China.
New DistributionReport: 50 Major Domestic Brands from Before the 1990s
Recently, China's old brands have been making a comeback, with many domestic products returning to the market in a high-profile manner, sparking a 'guochao' (national trend) wave. This time, we trace back to before the 1990s, categorizing and reviewing some memorable domestic brands, looking at their origins and current status.
货圈全微数实验室The Bottleneck for 50 Million Distributors: Success in Marketing, Failure in Management!
At the 2019 China FMCG Conference organized by New Distribution in August, Mr. He Jianfeng, founder of Chengpu Henghe, shared the 'Nine Swords of Digital Distribution' for digital distributors. This article interprets these principles to explore how distributors can improve internal operations and management in the digital era, emphasizing scale, standardization, and process optimization.
袁来Deep Dive: Nine Trends in FMCG Digital Marketing for 2019
As 2019 draws to a close, New Distribution reflects on the past, present, and future to identify key trends in FMCG marketing. Based on two years of industry interviews and frontline research, partner Ren Xiaodong outlines nine trends, from digital transformation and live-streaming e-commerce to B2B platform consolidation and the rise of charismatic new products.
任小东Has the 50-Year-Old 'Positioning Theory' Become Obsolete?
The era of winning through a single tactic is over. Even a giant like P&G has failed to break the curse of brand aging. In March this year, 180-year-old P&G was delisted from Euronext Paris, citing 'cost and management needs.' The outside world tends to attribute this to the aging of the giant. Indeed, from fiscal 2013 to fiscal 2018, P&G's global net sales fluctuated downward, at $73.9 billion, $74.4 billion, $70.7 billion, $65.3 billion, $65.1 billion, and $66.832 billion, respectively, failing to surprise the capital market.
钱德虎Jinluo Showcases at 2019 China International Meat Industry Exhibition, New Product 'Zhenpin Xiaoshan' Steals the Spotlight
On September 26, the 17th China International Meat Industry Exhibition opened at the Chengdu Century City New International Convention and Exhibition Center. As one of the most important trade exhibitions in the global meat industry and the largest, most professional, and highest-turnover international meat exhibition in Asia, it attracted over 1,000 domestic and international enterprises from more than 30 countries and regions. As a leading brand in China's meat products industry, Jinluo Group (hereinafter referred to as 'Jinluo') has participated for many consecutive years, and this year once again made a high-profile appearance with its full industry chain star products, with a mysterious new product—'Zhenpin Xiaoshan'—officially launched, drawing significant attention and becoming the focus of the event.
New DistributionKearney Releases Global Beverage Industry Report: Insights into Trends from Consumer, Product, Brand, and Distribution Dimensions
The beverage industry, traditionally stable, is undergoing significant transformation. Internationally, PepsiCo has targeted health-conscious consumers by acquiring SodaStream in 2018. Coca-Cola entered the tea market a decade ago with its subsidiary Honest Tea, and acquired coffee chain Costa in 2019 to expand into the fast-growing coffee market. In China, the rapid rise of Luckin Coffee and Heytea has squeezed packaged beverages, while new-generation consumers' acceptance of local and niche brands has fueled successes like Xiangpiaopiao and Rio. Consumers increasingly demand healthier, eco-friendly options, driving major industry changes. This article examines trends in consumer, product, brand, and distribution to guide beverage companies in adapting and maintaining market position.
FBIFThe Warming Instant Noodle Market
Instant noodle companies have launched multiple new products, including three viral products and Master Kong's 'Tomato King' at 5 yuan. Does this indicate a market recovery? Latest data shows that after three years of decline, China's instant noodle market sales began to rebound in 2018, with 2019 expected to return to previous peak levels. Industry insiders believe the market is warming, but most caution that the recovery is temporary, as health concerns and shrinking consumption scenarios will drive consumers toward healthier, faster options.
振兴 王晓 君花Marketing Is Getting Harder—How Should Brands Find a New Way Out?
If you work in marketing, you've likely felt it: since the start of this year, affected by the trade war and market downturn, the internet advertising market has shown signs of fatigue. According to CTR's '2019 First Half China Advertising Market Review,' the overall Chinese advertising market declined by 8.8% in the first half of this year, with internet advertising revenue down 4.3%, making internet brands cautious about ad spending. Facing a new advertising winter, where should brand marketing go?
李东阳Making Wahaha More Understandable to Young People: The National Finals of the Wahaha Marketing Competition Kick Off!
The Wahaha Marketing Planning Competition is a planning and practice competition for college students nationwide, where participants develop and implement promotional strategies for Wahaha products, with winners selected based on planning quality and practical results. On September 17, Hangzhou Wahaha Group Co., Ltd. (Wahaha) held the national finals launch conference for the 12th Wahaha College Student Marketing Planning Competition in Beijing, with several industry leaders in attendance.
New DistributionNew Consumption Wave Hits, Focus Media Becomes Core Platform for Igniting Consumer Upgrade Market
Recently, a widely shared article by internet personality Diao Ye, titled 'Don't Doubt It, the 'New Consumption' Wave Is Coming!', highlighted three major waves affecting China's new consumption: new media (new forms and efficient promotion), new channels (e-commerce diversification, with shelf-based e-commerce becoming classical), and new brands (eliminating middlemen for extreme cost-performance). In this era of new consumption dividends, the ability of consumer goods companies to seize opportunities is crucial. In China's super consumer market, any niche segment can give rise to a brand, but only those that capture the core platform for consumer upgrade and shape consumer mindsets can achieve brand premiums and become FMCG giants.
媒介360内容中心Focus Media's Jiang Nanchun: Business Opportunities among New Middle Class: 'Three Loves, Three Fears, Three Shortages'!
Focus Media founder Jiang Nanchun shares insights on China's consumption and media trends, highlighting the new middle class's preferences and fears, and how brands can leverage elevator media to capture their attention and drive growth.
江南春“Coined-Term Marketing”: Is It a Lack of Money or a Lack of Brains?
This article discusses the phenomenon of coining new marketing terms, arguing that while most are old wine in new bottles, they serve to capture attention and spread ideas. It warns against blindly chasing buzzwords like 'private domain traffic,' advocating instead for a return to classic marketing principles such as brand communities.
营销启蒙运动群Behind the Scenes: How 'Internet-Famous Brands' Are Actually Operated
The article discusses how to build internet-famous brands, highlighting the trend of differentiation among new brands: some old national brands are revitalized through IP empowerment, while many short-lived internet-famous brands fade due to lack of IP. It emphasizes the importance of IP in brand building, using game theory to distinguish between one-off and repeated interactions, and outlines three strategies for sustainable brand success.
IMS创始人李檬Partnering with William Chan to Expand China's Functional Beverage Market: Can This Differentiated Brand Ignite Consumers?
This summer, health beverage brand CELSIUS officially announced that Hong Kong actor and singer William Chan would serve as its brand ambassador, marking the first celebrity endorsement since entering China over a year ago. With its 0 sugar, 0 calorie, and 0 fat positioning, CELSIUS aims to leverage Chan's energetic image to attract consumers and lead a new trend in healthy drinks.
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