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3215 articles · Page 65 of 134
20 Years Ago CCTV Was the Only Way to Build a Brand; 20 Years Later, Being an Internet Celebrity Is the Only Way
Zhong Xue Gao, a well-known name in the innovative brand circle, has maintained the fastest growth, highest average order value, and highest repurchase rate in the ice cream category online since its launch, according to founder Lin Sheng. The brand's success demonstrates that its brand value is being recognized by users, and its approach offers valuable lessons for the FMCG industry.
林盛Colgate Partners with Alibaba Retail Link to Enter a New Era of Professional Oral Care
On September 4, Colgate, a global leader in professional oral care, held its new brand manifesto launch event in Hangzhou, unveiling the theme 'Let Go, Laugh Out Loud.' As strategic partners, Colgate and Alibaba Retail Link will collaborate to explore new opportunities under the new retail wave, aiming to provide better products and more professional oral care experiences to consumers through small stores.
New Distribution3 Years, 4 Billion: Will Genki Forest Be the Next Coca-Cola?
Genki Forest has capitalized on the health trend in beverages, with its sugar-free and low-calorie products gaining popularity among young consumers. The company's success is also driven by the rapid expansion of convenience stores and effective online marketing, positioning it as a potential 'healthy Coca-Cola' for Chinese youth.
徐子Executives Retire in Batches but Zong Qinghou Remains, Wahaha's Succession Puzzle Awaits Resolution
The company's batch of executive changes has sparked industry discussion, while Wahaha's succession issue has drawn the attention of industry insiders. Recently, multiple executives at Hangzhou Wahaha Group Co., Ltd. (hereinafter referred to as "Wahaha") have undergone changes. In response, Zong Qinghou, Chairman and General Manager of Wahaha Group, stated in an interview with Cailian Press that the changes were due to "original directors retiring." The batch of executive changes has sparked industry discussion, and the succession issue has drawn the attention of industry insiders. Regarding the succession issue, Zong Qinghou did not reply to Cailian Press reporters' questions. However, he recently stated publicly that "for the second-generation succession of private enterprises, more than half will not do such a thing; property will definitely be inherited by their own children, but management does not necessarily have to be done by their children. Chinese enterprises will be managed by professional managers in the future."
杨泽世Expensive, Late, Expired, Unsold: Where Does Alibaba Retail Link's Confidence Come From?
As the head of Retail Link, the leading FMCG B2B platform, Lin Xiaohai shares his views on industry development, the platform's progress after three years, and its relationships with brand owners, distributors, and competitors. At the August 28 press conference in Hangzhou, Lin detailed the company's strategic shifts, service commitments, and digital initiatives aimed at empowering small retailers.
创新零售社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 for sales. However, mature brands often lack neither awareness nor product novelty, making mere exposure a waste of budget. The 2013 Coca-Cola nickname bottle campaign, which drove significant sales growth and social sharing, illustrates that marketing should be attached to product power, integrating marketing with the product itself.
杨不坏AKOKO Entrepreneurship Review: How Can Innovative Brands Break the Traffic Spell Without Money and Resources?
The following is the speech delivered by AKOKO CEO Su Mu at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Thank you for this opportunity to share with you. What I'm about to say has nothing to do with the AKOKO brand; I hope this sharing can bring you new insights and thoughts. The underlying logic of traffic changes: AKOKO has been around since 2016, and in three years, we've stepped on many pitfalls and fought many battles. For a brand to grow from being an internet celebrity to a long-lasting one, it needs not only category support and a stable brand strategy, but also planning and layout of traffic tactics. Today, I'll focus on sharing "traffic tactics."
苏木Yili, Mengniu, Dali, Master Kong, Haitian... Who Earned the Most in the First Half of the Year?
In the first half of 2019, Yili reported a net profit of 3.798 billion yuan, while Mengniu earned 2.077 billion yuan. Other notable performers included Dali with 2.07 billion yuan, Master Kong with 1.503 billion yuan, and Haitian with 2.75 billion yuan.
New DistributionHow Much Longer Can Traditional Marketers Hold Their Ground?
This article discusses the decline of traditional marketers in the face of the internet and changing times. The author, a former traditional marketer, argues that their methods are becoming obsolete, and the transition to digital is difficult, especially for older generations. The future belongs to those who can bridge both traditional and internet marketing.
刘春雄Why Tsingtao Beer Was the First to Propose 'Micro-Operations'
A marketing veteran who led a sales team of several thousand people recalls his deep connection with 'Sales and Market'... Lu Wenjin: 2007 Qingdao Outstanding Entrepreneur. Former General Manager of Tsingtao Beer Sales Company, Assistant to the President, and Vice President of Marketing. During his tenure at Tsingtao, he completed the ERP project and sales logistics specialization for the sales company. He successfully operated the Tsingtao Beer brand and helped create the second brand, Laoshan Beer. In 2015, he founded Hubang Chili Sauce, aiming to become a new-style chili sauce creator and build the number one internet chili sauce brand, exploring new paradigms of brand growth in the internet environment. He is currently Executive Director and General Manager of Qingdao La Workshop Food Co., Ltd.
陆文金Xiao Masong: See Problems from the Customer's Perspective!
The following is the speech content delivered by Luoji Siwei marketing consultant Xiao Masong at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Today I will share a small topic: how to see problems from the customer's perspective. Because in business, at all times, we must have a very important thought: see problems from the customer's perspective. Please look at the picture: this father gave him a small toy, and they said the child particularly likes it, but have you ever thought about what the child sees? The child sees the perspective on the right side of the picture. We think the child sees an elephant, a pig, and others, but actually he sees this. This is the difference between the brand's perspective and the customer's perspective.
小马宋Why Jiulongzhai, Despite Expert Help, Still Isn't Selling Well?
Recently, I noticed comments on Jiulongzhai's marketing from friends, with mixed reviews. I looked into it and gathered some information, forming the following views for discussion. Jiulongzhai is a sour plum drink with a long history and even royal lineage, under the state-owned Yanjing Beer. In 2017, it hired the renowned Shanghai Trout & Partners for strategic consulting, positioning it as 'cuts grease, drink Jiulongzhai' and launching a national recruitment drive with a goal of building a 10-billion-yuan brand. However, sales data is hard to find, and on JD.com, the most reviews are 64,000.
李传玖How the Term 'Marketing' Has Misled Countless Companies and Marketers
Two disciplines are most misunderstood: accounting and marketing. While accountants are often seen as mere bookkeepers, marketers are even worse off, viewed as mere sellers. This article argues that the Chinese translation of 'Marketing' as '营销' (yingxiao) has caused widespread misunderstanding, leading companies to focus on sales tactics rather than customer needs and value creation, and calls for a redefinition and enlightenment of the field.
苗庆显Nongfu Spring Annual Revenue Exceeds 20 Billion! Wahaha 46.9 Billion, Infinitus 23.9 Billion... Here's the Top 500 Private Enterprises List
The All-China Federation of Industry and Commerce recently released the 2019 Top 500 Chinese Private Enterprises list, offering a glimpse into the performance of unlisted but renowned food and beverage private companies like Wahaha and Nongfu Spring. The ranking is based on 2018 annual revenue, with Nongfu Spring showing a remarkable 17.54% growth and Wahaha a slight 0.97% increase.
何丹琳Phenomenal Marketing by the Nut Leader: Qiaqia's Brand Upgrade Achieved with Just These 2 Moves
Qiaqia Food's semi-annual report shows a record performance: revenue of approximately 1.987 billion yuan in H1 2019, up 6.02% year-on-year, and net profit attributable to shareholders of about 220 million yuan, up 28.08%. The company's new brand strategy, centered on the slogan 'Mastering Key Freshness Preservation Technology,' has successfully differentiated its nuts in consumers' minds, marking a successful brand restructuring as it expands into the nut category.
海哥JDB and Wanglaoji: You Have Destroyed the Herbal Tea Market with Your Own Hands
This article is reprinted from the WeChat public account New Weekly (ID: new-weekly). Neither Wanglaoji nor JDB is willing to admit defeat, and they can selectively publish data, but the market will not deceive. Look at the production dates of herbal teas sold on the street; the fact is that it is not as easy as before to find a convenience store selling herbal tea.
胡厘头Turning Marketing into a Business
Marketing is becoming increasingly difficult, with theories and viral cases leaving little lasting impact. This article argues that the future of marketing lies in moving beyond traditional frameworks, adopting product-oriented thinking, and treating marketing as an entrepreneurial venture, using examples like WeChat Red Packet and Alibaba's 88VIP to illustrate how marketing can be transformed into sustainable, productized, and commercialized business models.
杨不坏A 20-Year Mengniu Distributor, Restless in Entrepreneurship!
At 9 a.m., when Yang Liang was met, he was deploying the latest work with department heads. After the meeting, I said, 'Why not go to your office for a quieter chat?' He replied, 'This is my office.' There was no separate desk or boss chair; the west side had a metal filing cabinet and two school desks piled with trophies, books, and products, while the east side had a long conference table for about ten people. Yang Liang's workstation was the first seat on the right. He distributes brands like Moutai, Jiannanchun, Mengniu, and Six Walnuts.
袁来Exclusive | Hou Xiaohai: The Success Logic of Snow Beer and Its Three-Year Transformation
Snow Beer, a domestic Chinese brand, achieved national reach quickly and became China's No.1 in production and sales by 2005, maintaining its lead in single-brand and single-variety sales. Hou Xiaohai, its current executive director and general manager, shares the brand's success factors, the challenges it faced, and the strategic changes implemented over the past three years.
侯孝海China Resources Beer CEO Reveals Latest Progress in Integrating Heineken China, Comments on AB InBev Asia Pacific's Postponed IPO
China Resources Beer Holdings (00291.HK) announced its first-half 2019 results, its first since completing the acquisition of Heineken China in April. CEO Hou Xiaohai discussed plans for new products and channels, the smooth integration of Heineken China, and expressed hope that Heineken would gain a market share similar to Corona. He also said the company is closely watching AB InBev's potential sale of a minority stake in its Asia business.
小食代Tsingtao Beer's Blue Army: Innovation Makes Marketing Self-Promoting
Tsingtao Beer's Innovation Marketing Headquarters, known internally as the 'Blue Army,' has attracted attention since its inception with a series of marketing moves that generate their own buzz and traffic. The Blue Army focuses on understanding millennial needs, launching innovative products like full-wheat white beer, and exploring new channels and business models, including cross-industry collaborations and private customization.
王深圳Traditional Tactics Fail: How Should New Products Enter the Market?
Many FMCG distributors complain about fierce competition and increasingly difficult business. This is partly due to the release of consumers' personalized demands in the context of consumption upgrading, and partly because hot categories imitate each other in new product development and market competition strategies, competing for distribution, investment, shelf space, and inventory. This article explains how to adapt by focusing on precise product positioning, consumer lifestyle insights, sensory marketing, and a healthy supply chain profit distribution system.
邢仁宝An Imported Biscuit Brand Enters Social E-commerce, Selling 12 Million in One Day!
On April 12, imported biscuit brand McVitie's achieved over 10 million yuan in single-day sales on Yunji, setting a record for the platform's highest single-day sales for a snack brand. In 2017, McVitie's entered social e-commerce and created miracles without advertising or traditional marketing. The brand's success stems from its historical heritage, product strength, consumer awareness, and brand momentum, as well as its strategic focus on social e-commerce and a well-designed top-level structure.
佘雪 / 袁来Marketing, Operations, and Sales: What's the Difference?
Peter Drucker said the purpose of a business is to create customers, and its two basic functions are marketing and innovation. Marketing is about understanding and managing customer needs, while innovation creates value to satisfy them. Marketing is broader than sales, encompassing all business activities, and is often confused with promotion or operations, which are tactical subsets of marketing strategy.
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