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International Brand Endorsement, Douyin Influencer Boost: This Product Is Selling Like Hotcakes!
In the diverse world of snack foods, bear-shaped cookies have stood the test of time. Known for their cute design and delicious taste, they are a favorite among young people and children. In 2019, Meiji bear-shaped cookies went viral on Douyin, with the 'shake the cookie into a ball' challenge attracting millions of views, making them a hot commodity for distributors.
New DistributionNew Product Distribution Not Meeting Sales Expectations: What's the Core Reason?
In the process of introducing new products to regional markets, the effectiveness of initial distribution is crucial. Many distributors can distribute quickly, but market activation is slow, leading to poor sell-through rates. This article analyzes the reasons for poor sell-through, such as low distribution quality, lack of follow-up management, and weak in-store execution, and offers strategies for improvement.
New DistributionIn the Post-Traffic Era, How to Make Short Videos ≥ CCTV Ads?
Short videos are currently the hottest way to attract traffic. Due to their short duration and low production cost, many users have joined short video platforms, but without the right methods, it's hard to create viral content and make money. This article explains how to create viral short videos, covering the necessity, methods, rules, and mindset for success.
谷铁峰Marketing Professionals Who Don't Learn Are Only Three Months Away from Elimination
The article discusses how the U.S. Navy's shift to 'minimal manning' on Littoral Combat Ships reflects a broader trend toward 'generalist' talent, where automation and rapid change make specialized skills obsolete. It argues that marketing professionals in the FMCG industry must embrace lifelong learning and adaptability to avoid being eliminated, as their current roles may soon disappear.
赵波Why Do New Products from Manufacturers Fail to Sell?
Every year, about 30,000 new products are launched, and approximately 95% of them ultimately fail. How can you create a new product that can ignite the industry in a market where supply exceeds demand? What are the key points from conception to success? A single product can save a company, and a single product can change an industry!
赵正强Brand Youthification or Building a Brand for the Youth?
Brand youthification has become an unavoidable marketing topic in recent years. With the Tmall China Chic Festival in 2018, a wave of China-chic and co-branding trends swept the domestic marketing scene, with old brands like Laoganma, Want Want, RIO, White Rabbit, and the Palace Museum sparking social discussions as 'internet celebrities.' However, brand youthification is often misunderstood; it is not merely about appealing to young people or adopting trendy communication tactics, but should be driven by the brand's core business objectives.
康迪 周在安The Bottled Water Arena: Nongfu Spring, C'estbon, Ganten, Master Kong, Ice Dew, Wahaha - Six Giants Battle for Supremacy!
The bottled water industry is highly concentrated, with the top six manufacturers holding about 80% of the market share. According to AC Nielsen data, in 2018, the CR3 and CR6 of China's bottled water industry reached 57.9% and 80.5%, respectively, with Nongfu Spring, C'estbon, Ganten, Master Kong, Ice Dew, and Wahaha occupying 80% of the market. From 2015 to 2018, Nongfu Spring, C'estbon, and Ganten steadily increased their market shares, reflecting that mid-to-high-end products and natural mineral water are more readily accepted by consumers during the upgrade process.
叶书怀 蔡琪Why Big Brands Fail at Niche Products
This article explores why many successful niche products come from small startups rather than big brands, highlighting the innovative advantages of niche brands and the challenges big brands face in adapting to new markets.
澄韵Liby: The Glory and Hidden Worries of a Domestic Laundry Giant
This article examines how Liby, a Chinese laundry brand, started with zero assets in Guangzhou, survived the 1997 crisis, and built a marketing network in lower-tier markets. It also explores the problems these past achievements have brought to Liby today.
金梅Why the More Ads You Run, the Faster Your Brand Dies?
The root cause of why heavy advertising no longer works as before is that in the centralized media era, information spread from point to surface, emphasizing 'broadcasting'; in the decentralized media era, information spreads from point to point, emphasizing 'transmission'. In the new era, 'transmission' is more important than 'broadcasting', and making users like you is more important than making them remember you.
梁将军Will Red Bull Disappear?
The Red Bull that sells billions of cans annually and helps you stay alert is being replaced by new brands due to the legal dispute between Huabin Group and Thai Tiansi. On June 23, Huabin's 'War Horse' brand finally obtained the 'Blue Hat' certification, joining the functional beverage war. Ten days earlier, on June 13, Thai Tiansi's Red Bull Anji was officially launched, starting to capture market share from South China. These seemingly unrelated brands are actually derivatives of the dual-brand attacks between Huabin Group and Thai Tiansi.
徐硕How to Set Policies, Select Outlets, and Distribute: 4 Key Steps for Launching a New Product
Launching a new product is challenging, but a good start is half the battle. This article outlines four essential steps for launching a new alcoholic beverage in a regional market: setting five key policies, selecting target outlets, executing a rapid distribution blitz, and holding a launch meeting.
赵海永Why Do All Brand Owners Want to Jump into the Pit of Self-Built B2B?
Recently, the news of Mengniu acquiring Huidanxia was denied, but it sparked industry-wide discussion. Many brand owners are building their own B2B platforms, but the author argues this may be a pitfall due to low single-store penetration, misaligned needs, and difficulty attracting other brands. Instead, brands should focus on digitizing their distribution networks.
赵波The Nine-Year Legal Battle Between JDB and Guangzhou Pharmaceutical
On July 1, the Supreme People's Court issued a ruling in the trademark infringement case between JDB and Guangzhou Pharmaceutical Group over the 'Wong Lo Kat' brand, which could be a turning point for JDB. The court found major defects in the evidence accepted in the first-instance judgment, revoked the Guangdong High Court's decision, and remanded the case for retrial.
许悦 牙韩翔等My Month Living in a 'Lower-Tier Market'
The author, an entrepreneur focused on C-end internet and consumer industries, spent a month living in a county-level city to understand the 'lower-tier market'. Through observations and user interviews, he found that price sensitivity, cognitive differences, and local business forms differ significantly from first- and second-tier cities, offering insights for businesses entering such markets.
十一爸爸“Terminal is King” Is Outdated; Terminal Reengineering under New Retail Thinking Is the Way Out
The article argues that the traditional concept of "terminal is king" is outdated, and that companies should reengineer their terminal business processes based on product attributes, marketing objectives, and the flow of information and logistics. It introduces a five-element terminal-driven model, including pre-terminals, core terminals, post-terminals, logistics terminals, and scenario-based logistics terminals, to effectively communicate with consumers and drive sales.
苗庆显Using "Lithium Water" to Win Over Consumers Over 45? Nongfu Spring Isn't Even Trying!
Nongfu Spring has launched a lithium-containing natural mineral water, priced at about 4 yuan, targeting the middle-aged and elderly market. However, compared to its 2015 product launches, this effort appears less thoughtful, with unverified health claims, minimal packaging innovation, and questionable pricing.
澄韵Viral Biscuit Shakes Up a Million People, Shaking Out a Big Hit Product
In the era of consumption upgrade, consumers' demands for leisure food are increasingly diverse, with healthy, good-looking, novel, and high-quality products becoming the top choice for young consumers. For distributors, a product that meets young consumer needs not only brings sales and profits but also new momentum for channel growth. It turns out that good products that satisfy both young consumer groups and ensure distributor profits are rare. Especially in the mobile internet era, hundreds of new products are exposed to consumers daily, overwhelming them...
New DistributionThe Making of an Internet-Famous Beverage: A White Paper
As summer approaches, the beverage market heats up with brands launching new products. This article offers practical advice on naming, packaging, flavor development, target audience, advertising, endorsements, distribution, and marketing tactics to help beverage companies stand out.
李乱七Major Shakeup at Uni-President: Dual General Manager System Introduced
On the evening of June 26, Taiwan's food and beverage giant Uni-President announced a leadership change, with incumbent general manager Hou Jung-lung's term ending and being succeeded jointly by current vice general manager Huang Chao-kai and Li Ching-tien, assistant manager of the dairy division, effective immediately. This marks the first time in Uni-President's 52-year history that it has adopted a co-general manager system, with Li overseeing overseas markets and Huang overseeing Taiwan, both reporting to the chairman.
New DistributionMost of What You Understand About Marketing Is Wrong!
In today's business world where internet companies dominate, most people simplistically equate marketing with product positioning, advertising copy, crisis PR, and ad sales—even many directors' main job is reviewing copy. Is this a misuse of the director's role or a misunderstanding of marketing? Wang Sai, partner of Kotler Consulting Group China, sharply pointed out in a Tsinghua University business wisdom design talent training program class: most current market understanding of marketing is wrong!
王赛Scenes: Bridging the Last Meter from Product to Consumer
The article discusses the concept of the 'last meter' between products and consumers, arguing that while big data can bridge the physical distance, it fails to address the psychological distance. It emphasizes the importance of 'scenes' in marketing, which combine time, space, and emotional triggers to engage consumers and drive purchases.
10年助力六个核桃营销Dongpeng Te Yin Nears IPO: Can the Ambitious Perennial Runner-Up Turn the Tables?
With the industry leader's 22.8 billion yuan in sales standing firm ahead and competitors like Lehu and Red Bull Anaji attacking from behind, can Dongpeng Te Yin carve out a larger share of the market? The perennial runner-up in the functional beverage sector has fully revealed its ambition. On June 10, Huatai United Securities disclosed Dongpeng Te Yin's plan: Dongpeng Beverages (Group) Co., Ltd. intends to conduct an initial public offering and list on a domestic stock exchange. The company confirmed its listing plans and is currently undergoing listing guidance.
陈潇潇The Growth History of Chinese Consumer Brands
To invest in a brand, one must invest for the long term, looking through changes in brands and sales to find what is constant and solid—the inner strength. Brands are divided into five stages: channel-driven, from channel to traffic, interactive brands, product strength, and customer lifetime value management.
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