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This "Taste of Childhood" Company Plans IPO, Moutai is Also a Shareholder
Liziyuan, a brand carrying the "taste of childhood" for many Chinese, is finally going public. The company plans to raise 691 million yuan in its IPO, with Moutai Jianxin Investment holding 5.68% of shares.
抹茶拿铁IP Is a Craft, Not Something Money Can Buy
IP is a brand in the social context, but it differs greatly from a brand. While brand building often requires a budget, IP cannot be bought with money because it is a craft. Even the most powerful organizations cannot compete with individual influencers, as IP ignition relies on personality and creativity, not resources.
刘春雄Will Food Internet Celebrities Be a Flash in the Pan?
In 2019, a salted egg yolk ice cream broke traditional flavors in the ice cream industry and became a new 'internet celebrity' product, with sales exceeding 40 million yuan within six months of launch. This article analyzes the rise of internet-famous food brands from perspectives of product innovation, user demographics, communication channels, and market environment, exploring the driving forces behind their development.
刘小鱼991Mengniu Suibian's "Attention Please, Tourists" to Air, Kicking Off the Brand's Summer Entertainment Marketing Journey
On July 29, the premiere press conference for Zhejiang TV's "Attention Please, Tourists," exclusively sponsored by Mengniu Suibian Ice Cream, was held in Hangzhou, building anticipation for the show's official debut on August 3. The collaboration between Mengniu Suibian and the show promises a summer journey full of deliciousness and joy, with a twist. Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, spoke at the event and offered his best wishes. During the interactive segment where celebrity guests handed out ice cream, Mengniu Suibian won over the audience with its delicious taste.
New DistributionTurning Crisis into Opportunity in 2 Years: What Did Nestlé Do Right?
Nestlé's organic growth accelerated to 3.6% in the first half of 2019, up from 3% in 2018, driven by internal growth and pricing. The company overcame its 2017 growth crisis through accelerated innovation, new growth points, and supply chain reforms, launching 170 new products in 2019.
LenaChan、AnnaHUThe Traditional Distribution Model of "Distribution + Promotion" Is Failing, and the New Product Promotion Model Has Changed
After 2013, the logic of product development and promotion changed as China entered a middle-class society with stagnant sales volumes. Products became psychological first, and the traditional mass distribution and promotion model no longer works; instead, strategic promotion targeting niche markets and leveraging viral spread is now essential.
刘春雄How a Former P&G Employee Helped Afu Sell Hundreds of Thousands of Bottles of Jojoba Oil on Douyin During 618?
Xiao Yi, a former P&G intern, shares how he helped Afu achieve success on Douyin during the 618 shopping festival, selling hundreds of thousands of bottles of jojoba oil. He details the evolution of traffic acquisition, the process of scaling from zero to one in content marketing, and the importance of building a strong team and brand.
孙乙丹"My Product Is So Good!" What Does That Have to Do with Me?
This article discusses the marketing myopia concept, where companies focus on their products rather than customers, leading to failure. It uses examples like Meters/bonwe and Procter & Gamble to illustrate how brands decline when they ignore consumer needs, and emphasizes the importance of customer-centric thinking and external perspectives.
空手What is New Marketing?
Traditional marketing is the marketing system of industrial society, while new marketing is the marketing system of information society (sometimes called the Internet era). As we transition from industrial to information society, the differences between the two will become as stark as those between agricultural and industrial commercial systems.
刘春雄In Search of the Next 'Three Squirrels': This 'Little Bear' is Leading the Way
After two years and three attempts at an IPO, Three Squirrels finally went public, surging on its first day with a market value approaching 10 billion yuan. From internet celebrity to listed company, Three Squirrels took only seven years. While people marvel at the speed of Three Squirrels, they are also examining the current 'internet celebrity speed.' Before Three Squirrels went public, there was a company that relied on the 'internet celebrity' concept to support almost all its performance: Kedi Xiaobai Milk, now favored by consumers. Founded in 1985 in a small county like Yucheng, Shangqiu, and historically producing agricultural processed products such as glutinous rice balls, instant noodles, and canned food, Kedi never imagined it would one day become an internet celebrity. And this path has widened, with daily sales of 400 tons, from one production line to fourteen, demonstrating the power of internet celebrity.
New DistributionPrivate Label: A Remedy for Distributors' Anxiety?
Distributors today are anxious, with small ones worrying about survival and large ones about transformation. The main causes are low profits from first-tier brands, intense market competition, and high costs of nurturing new products. Many distributors turn to private labels to enhance company value, strengthen channel control, and gain higher profits. However, success is rare, often due to poor category selection. Suitable categories include snacks and frozen foods, while those with high brand concentration, high technical requirements, low margins, or uncertain industry prospects should be avoided. Successful private label distributors typically have strong channel control, sufficient funds, and the ability to shift their mindset. Key strategies involve differentiation in packaging, design, and specifications, using OEM production for light investment, and careful pricing and channel selection.
李青林Big Brands Are Constantly Being Decried: Will Brands Die Out?
Why are once-big brands being decried, and why is P&G, the inventor of brand management theory, the most criticized? Is the era of brand extinction really coming? This article argues that brands will never die as long as humans exist, and that brand building is even more strategically important in the new era.
朱玉童Red Bull's Serial Crises
If China Red Bull were to disappear, what would the energy drink market look like? This hypothesis is not far-fetched, given the intensifying competition. In late May, Huabin Group's Warhorse gained a health food label, and half a month later, Thailand's TCP Group confirmed that Red Bull Anji would enter China. Since August 2016, the trademark dispute between TCP and Huabin has seen over 20 rounds of legal battles.
有趣有料的Investigation into Heizhima's Huge Advance Payments: Where Did the Funds Go?
Since 2014, Heizhima has been making large advance payments to 'independent third-party' advertising companies despite its modest profits. An investigation reveals that at least two of these companies are not truly independent but closely linked to the Heizhima group, with one company's former major shareholder and legal representative still holding a position within the group.
方京玉Major Move | Yili Enters Social E-commerce with New Probiotic Product, Why Are Brands So Obsessed?
Brands are flocking to the emerging field of social new retail. Recently, another major brand, Yili, announced its entry into social new retail with a new lactic acid bacteria product. The product, Yixiaojun, under Yili's 'Xinshiji' brand, was officially launched on July 19, marking Yili's official foray into social new retail.
澄韵The Moat of the FMCG Industry: Brand, Product, or Channel—Which Reigns Supreme?
The concept of economic moats, introduced by Warren Buffett, refers to a company's sustainable competitive advantages in defending against competitors, including intangible assets, network effects, switching costs, and cost advantages. In the FMCG industry, brand and channel are the most critical moats, while product technology alone rarely forms a durable barrier.
菁财聚焦大消费Want Want: Probably an Advertising Company, 4500 Words of Dry Goods Reviewing Its Road to Internet Fame
Want Want, known for its playful marketing, has become an internet sensation through cross-industry collaborations and creative product launches. From the 'Made Bigger' gift box during Double 11 in 2017 to the '56 Ethnic Groups' cans and a partnership with Nayuki tea, the brand has successfully engaged younger consumers while maintaining its nostalgic appeal.
梅花网silviaFind Customers, Operate Customers, Let Customers Create More Customers
The 'customer problem' is the primary issue in marketing. In the internet era, the term 'customer' has been replaced by 'user', and its position in the value chain has been elevated to unprecedented heights. This article explores the importance of individual customer value, the need for direct connection and operation of customers, and introduces the 'cognition, transaction, relationship integration' marketing principle, along with the 'Weimai' system as a practical implementation.
文石The Core Secret of Marketing: Build Recognition Backwards, Sell Forwards!
Cheapness is not the start of an easy marketing path but the beginning of a marketing nightmare. The real marketing logic is to build recognition backwards: let consumers first recognize the product, then the channel will be forced to accept it, and sales will follow.
刘春雄The Art of Leading Troops for Regional Managers: Strict Military Discipline, Three-Point Agreement, Appropriate Elimination, and Rewards and Punishments
For an enterprise, the regional market manager is an important organizational unit in the marketing system, and enhancing their capabilities is a key part of marketing. This article defines the regional manager as a person who leads troops into battle, compares the enterprise to a feudal state, and discusses the responsibilities and standards for regional managers, as well as how to lead their 'troops' effectively.
方刚From "No-Name Brand" to "Brand": How Many Steps Does It Take?
To build a brand, one must first understand what a brand truly is—a product that holds a core position in consumers' minds. Since this position is constantly shifting, all brands are still on the road to becoming brands, with some having taken 100 steps and others 50. For small enterprises, the key is to change their mindset, image, tactics, and brand image, starting by focusing on becoming number one in a small market.
张黎明If the Logic of Self-Built B2B Doesn't Hold, What Should Brand Owners' Channel Digitalization Strategy Be?
This article discusses how FMCG brand owners can build a digital supply chain, totaling 7,800 words and about 20 minutes to read. It argues that channel digitalization is inevitable, but brand owners often lack systematic design for the entire channel, leading to digitalization for its own sake. The author proposes that brand owners should focus on two cores: diverse consumer demand and fragmented retail scenarios, and reconstruct the distribution channel using digital technology to build an efficient digital distribution network.
赵波Startup Brands Breaking Through: From Traffic Thinking to Content Thinking
The era when startup brands could rely solely on traffic dividends from platforms like Tmall and Taobao to grow into major companies is over. Today, consumer brands must shift to a content-driven approach, particularly leveraging short videos and other content platforms, to build strong brand recognition and drive growth.
黄海Shi Yuan: People think something tastes good not because it is well-made, but because they feel it tastes good in their hearts.
After five years of entrepreneurship since returning to China, Shi Yuan has weathered hardships with tears and laughter. With 300 consulting cases, he has established a foothold in the consumer sector. Since returning from Japan in 2013 and founding Jishi Consulting in 2014, a brand strategy and marketing consulting firm focused on new consumer enterprises in 'clothing, food, housing, transportation, and entertainment,' Shi Yuan has witnessed and fully integrated into China's consumption upgrade. Jishi has become the strategic marketing consultant for many star enterprises and 'internet-famous brands'.
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