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Marketing in the Second Half: Market Segmentation, Channel Reinvention, Positive-Sum Games, and Achieving Success for Others...
This article discusses the need for Chinese enterprises to deepen their understanding of marketing in today's competitive environment. It emphasizes the shift from mass markets to segmented markets, the importance of supply chain management in channel reinvention, and the necessity of adopting a positive-sum game approach to achieve mutual success.
陈春花Is Xiangpiaopiao Making a Comeback?
After a rough 2018, Xiangpiaopiao's stock has surged up to 161% since October, driven by the success of its new MECO juice tea product, which is on track to exceed 1 billion yuan in annual sales. The company aims to reach 10 billion yuan in revenue within five years, but faces challenges from shorter product lifecycles and intense competition.
读懂君004Reshaping the Marketing Department
When we think about many marketing and strategy problems, we find that finding a theoretical solution is not difficult; as long as we identify the right problem, we can always find an answer. But putting the theoretical solution into action and actually executing it is another matter. Strategy problems become execution problems, and marketing problems become organizational problems.
杨不坏Why Do Chinese Marketers Have a Special Affinity for the 4Ps?
This article clarifies common misconceptions about the 4Ps marketing mix, emphasizing that it was not proposed by Philip Kotler but by E. Jerome McCarthy, and that it is just one part of Kotler's broader marketing framework. It argues that the 4Ps are a universal analytical framework, a practical work tool, and an organizational system, and it introduces a new marketing framework of scene, IP, community, and communication.
刘春雄The More Down-Market a Retailer Can Go, the Stronger Its Competitiveness
This article discusses the essence of retail, which is composed of creating optimal scenarios to capture traffic and continuously improving supply chain efficiency. It explores various retail formats, the evolution of traffic, and the importance of down-market expansion for competitiveness.
翁怡诺Innovation Changes the World: '2019 Moving-Sales China Food & Beverage Innovative New Product List' to Be Released in Shanghai
As the global market flattens and China's internet catches up with and begins to surpass the US, Chinese marketing has entered an era without signposts. The only true standard for testing marketing effectiveness is 'moving sales' (sell-through). To this end, New Distribution, a professional FMCG media platform, has organized the '2019 Moving-Sales China Food & Beverage Innovative New Product' selection, with results to be announced at the China FMCG Conference in Shanghai on August 22, 2019.
New DistributionWhen Big Brands Besiege Rural 'Generic' Brands, They Are Counterattacked Online by New Brands...
Small brands that imitate big names have been wiped out in rural markets, but big brands now face attacks from innovative niche brands online and in cities. These new consumer brands use unique innovations and are eroding the market share of established giants.
赵波Jiang Nanchun, Founder of Focus Media: Old Brand Communication Methods Have Completely Failed, New Methods Are Rising
On August 8, Jiang Nanchun, chairman of Focus Media, attended the 13th China Brand Festival and delivered a speech sharing trends in the consumer market and communication market. He stated that in the wave of consumption upgrade, trendsetter groups dominate the consumer market, and the essence of advertising is to capture and influence these trendsetters to influence the bottom groups. He also believes that media represented by mobile internet has changed the dominant mode of the communication market, leading to the failure of old brand communication methods and the rise of new ones.
江南春Last Year's Noodle Sales Exceeded 7 Billion, This Year Plans to Invest 1.7 Billion to Build Base, Can Jinmailang Overtake Uni-President in 2019?
Last year, Jinmailang's overall revenue surpassed the 20 billion yuan mark, achieving strong growth after years of ups and downs since its founding in 1994. With its noodle business exceeding 7 billion yuan in 2018, Jinmailang has become one of the top three in China's instant noodle market, and is predicted to overtake Uni-President in sales in 2019.
New DistributionWhat Should Determine Product Pricing?
Product pricing should be determined by the value perceived by consumers, which includes functional value, experiential value, and personalized value. The more scarce the value provided, the higher the price can be.
刘润Brand Rejuvenation Strategy: Is There a Miracle Cure for Brand Aging?
This article explores the difference between product aging and brand aging, arguing that many companies mistakenly treat product upgrades as brand rejuvenation. It suggests that true brand activation requires providing new internal motivations to consumers by embedding the brand's value proposition into new life scenarios, rather than relying on superficial tactics like packaging changes or viral marketing.
郑光涛GrantCoca-Cola's Fastest Growth: Is It Really Because There Are More Happy Fat Guys?
In Kantar Worldpanel's 2019 China Brand Footprint Report, Coca-Cola unexpectedly became the brand with the largest increase in consumer reach points, breaking the dominance of Chinese brands in the fastest-growing brand rankings. The growth is attributed to the success of smaller packaging and new product variants like zero-sugar and fiber+ cola, which cater to fragmented consumption scenarios and health-conscious consumers.
凯度消费者指数80% of Distributor Owners Have Made This Mistake: Winning in Marketing, Losing in Management!
A large distributor who once thrived is now struggling to survive due to poor management despite strong marketing. The article identifies common management pitfalls such as excessive brand portfolios, lack of competitive brands, poor inventory control, and loose business tracking, offering practical advice for improvement.
梁胜威Exclusive | Want Want's 'Second Venture'
The Chinese market is vast, characterized by its breadth and depth. Before the internet, brands used a model of 'big SKU + mass production + big channels + big retail' to reach consumers nationwide. Now, with disappearing market growth, rising labor costs, and internet disruption, brands must rethink their strategies. Want Want, which entered the mainland market in 1992, is now undertaking a 'second venture' with its new independent brand 'Food Lab' (食技研), aiming to innovate by breaking away from its traditional system.
赵波Practical Tips | Revisiting the Human Wave Tactic: Sometimes Brute Force Works Better Than Art in Offline Competition!
This article revisits the human wave tactic in FMCG consumer promotions, arguing that despite the rise of internet thinking, traditional channel tactics remain effective, especially for SMEs. It provides a detailed guide on how to execute human wave promotions to build regional brands, covering preparation, execution, and evaluation.
海游“Not Famous Brands Also Sell Well” No Longer Works: Channel Driving Force Is Rapidly Disappearing
The disappearance of channel driving force does not mean channels will vanish; channels as transaction pathways will always exist. This is a major trend, already near completion in central cities, while in township markets it still has some effect but is severely declining. Western marketing has long entered 1P marketing where product (brand) is the sole driver, whereas Chinese marketing is dual-driven by brand and channel.
刘春雄The Era of Small Brands Rising: Why Are You Standing at the Windward but Not Taking Off?
This article discusses the rise of small brands in China despite the dominance of large FMCG companies. It explains how small brands can break through by using central route persuasion, increasing consumer involvement, and leveraging new channels and standards.
郑光涛GrantWhy Would Anyone Be So Determined to Build a Brand?
Many companies aspire to build a brand, but brand is merely a means to make money, not the ultimate goal. Whether to build a brand depends on the customer type and development stage; for B2B or early-stage companies, it may not be necessary.
空手60 Million RMB Series A Funding, 10x Growth, Strategic Investment from Baixiang and New Hope: What Drives the Innovative Brand 'Single Dog Food'?
On the occasion of Chinese Valentine's Day, New Distribution had an in-depth conversation with Zeng Ruilu, co-founder and CEO of the innovative consumer brand 'Single Dog Food'. The brand targets single people and has become a dark horse in the snack food industry within just two years. With over 200 million single adults in China, the brand has secured 60 million RMB in Series A funding and formed strategic partnerships with major FMCG companies like Baixiang and New Hope.
袁来 /刘云Under Trillion-Yuan Growth in FMCG, How Did This Biscuit Win Over 300 Million Fans to Become a Blockbuster Product?
In August 2019, in Guangdong, a convenience store's shelves of Meiji Panda Biscuits quickly emptied, convincing the store owner of the product's profitability. The biscuit's popularity on Douyin, with over 300 million views for the 'shake into a ball' trend, has made it a hit among Gen Z, supported by distributor trust and the strategic efforts of its Chinese general agent, Oriental Express.
New DistributionInternet-Famous Brands: Born from Traffic, Defeated by Trust
Internet-famous brands are lucky to gain overnight fame and sales, but they are also unfortunate because they lack trust and are vulnerable to public backlash. Brands should focus on building brand power through quality control, innovation, and crisis management to transition from being merely popular to being trusted.
刀姐dorisFormer Red Bull Executive Huang Qinjian: With These 11 Traits, a Blockbuster Product Is Born!
A blockbuster product is one that generates massive traffic, high sales or demand, and strong word-of-mouth. This new term from the internet era signifies a new product mindset in FMCG and holds huge consumption potential. The article outlines 11 common traits of blockbuster products, such as riding a trend, high frequency, and differentiation, and discusses how to launch them effectively.
黄钦鉴Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, emphasizing empowerment of frontline staff, motivating store owners, and third-party verification.
张宇How does e-cigarette leader RELX achieve over 10,000 offline brand trial events in one year?
Most people may not know that although e-cigarettes are not yet popular in China, they were first produced there. In 2003, a pharmacist named Han Li developed the world's first e-cigarette, "Ruyan," which at its peak sold nearly 1 billion yuan annually. However, in 2006, after being exposed by CCTV for false advertising, Ruyan's sales suffered, and it eventually had to abandon the domestic market and expand overseas. After 2018, e-cigarettes returned to the public eye and showed a trend of concentrated growth. According to the latest statistics, as of June 5, 2019, 14 domestic e-cigarette companies had completed financing, with a total amount of about 574 million yuan, far exceeding the total financing in 2018.
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