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Browse 3215 New Distribution articles about Brand Marketing.
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Wantai BioPharm Files for A-Share IPO, Revealing the Business Empire of Nongfu Spring Founder Zhong Shanshan
Beijing Wantai Biological Pharmacy Enterprise Co., Ltd. has updated its IPO prospectus with the CSRC, disclosing the business landscape of its actual controller, Zhong Shanshan, who also founded Nongfu Spring. The company's revenue growth has slowed in recent years, and its parent company, Yangshengtang, controls 79 companies across various sectors.
沈溦&张海妮Unilever's New CEO: Will Address Slowing Growth Brands in Food, Make More Acquisitions in Beauty & Personal Care!
Although Unilever sells RMB 153.5 billion worth of food and beverages annually, the company seems more inclined to bet on beauty and personal care. In a recent interview with the Financial Times, CEO Alan Jope hinted that the company's focus may shift further towards the higher-margin beauty and personal care business, with more acquisitions in that sector and continued divestment of slow-growing food brands.
小食代The Awkward Marketing Department
For companies transitioning to new marketing, the marketing (brand) department is now in an awkward position, facing questions of both 'what to do' and 'how to do it'. Traditional sales departments are increasingly taking over the marketing department's role, while the marketing department's traditional functions are diminishing in the new marketing system.
刘春雄Three Squirrels' Zhang Liaoyuan: Breaking Through in the Midst of Winter
Zhang Liaoyuan, founder of Three Squirrels, discusses the company's transformation from an e-commerce snack leader to an omnichannel brand, emphasizing product innovation, organizational restructuring, and supply chain capabilities to navigate the post-red-pill era.
管理视野International Olympic Committee Suspected of 'Double-Dealing', Sponsor Yili's 'Exclusivity' Substantially Damaged
On August 20, 2017, Yili Group signed a sponsorship agreement with the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games, becoming the official dairy partner. On June 20, 2019, Yili publicly accused Mengniu Dairy, a subsidiary of COFCO, of colluding with an American company to undermine the Winter Olympics, leading to a dispute over sponsorship exclusivity.
New DistributionCoca-Cola's New Product Launch: What Lies Ahead in China's Sports Drink Market?
Coca-Cola has reintroduced its sports drink brand POWERADE to the Chinese market after an 11-year absence, aiming to capitalize on the upcoming Winter Olympics. Despite intense competition from established domestic and international brands, the company sees significant growth potential in China's functional beverage market.
子系The Decade of Digital Marketing Evolution in China and Future Trends
This article reviews the rapid development of digital marketing in China over the past decade, driven by factors such as user base, behavior, media tools, technology, policies, advertiser awareness, and marketing ecosystem. It outlines the evolution stages from social and video marketing to mobile, programmatic, AI, live streaming, and short video, and highlights seven major trends reshaping the industry, concluding with future directions including 5G, data assetization, and organizational restructuring.
肖明超Zong Fuli of Wahaha on 'Brand Competition': From Territory and Category Competition to 'Winning People'
On June 12, 2019, Zong Fuli, President of Hongsheng Group and Director of Brand and Public Relations at Wahaha Group, delivered a speech at the 2019 Zhejiang Business Breakthrough Conference on how traditional enterprises can revitalize brand vitality. She discussed the development and competition in the beverage industry, the relationship between product strength and brand strength for FMCG companies, and how brands can effectively communicate with consumers.
宗馥莉Former Tsingtao Beer Distributor Transforms, Creates Whiskey Brand VETO, Aims to Open Up Dining Scenarios with Deep Distribution!
A former top Tsingtao Beer distributor in southwest China, Gu Lei, founded VETO whiskey in 2018, targeting young consumers with a new category. Instead of following the typical online-first path, VETO leverages deep distribution in offline dining channels, using in-store tasting ambassadors to drive trial and purchase, with plans to replicate the model across cities.
一茜How to Make a Successful Co-branded Product?
Since the RIO cocktail x Liushen floral water co-branded product went viral last year, co-branded products have sprung up across e-commerce. This article explores the types, advantages, pitfalls, and recommendations for successful co-branding.
Keny伟Miaokelanduo Teams Up with Focus Media for a Remarkable Comeback: May Sales Surpass Foreign Brands for the First Time
Despite the global economic slowdown, China's consumer market is delivering good news. In the niche cheese FMCG market, Chinese brands like Miaokelanduo have for the first time surpassed century-old foreign brands such as Anchor and Breguet. According to JD.com's May cheese category data, Miaokelanduo's transaction value and volume both increased, with volume up 11.23% month-on-month, while Anchor and Breguet saw significant declines.
New DistributionDeclining? Not Anymore, Wahaha Grew Again in 2018!
According to the 2019 Zhejiang Business Top 500 list, Wahaha's 2018 revenue reached 46.89 billion yuan, a slight increase of 430 million yuan from the previous year, ending years of decline. The article discusses how Wahaha, under the leadership of Zong Qinghou and his daughter Zong Fuli, has been striving to reverse its fortunes through product innovation, brand rejuvenation, and a focus on health products, with a renewed emphasis on potential stock market listing.
New Distribution3 Major Challenges for Brand Big Penetration in the Current Era
The article discusses the three major challenges that the 'big penetration' growth strategy faces in the current era: changes in consumer demographics, changes in the environment, and changes in organizational structure. It emphasizes the need for brands to adapt their execution while adhering to the core principles of big penetration.
麦青MandyGrowth Hacking, Brand-Effect Integration, and Private Traffic: Understanding the Logic Behind Marketing Buzzwords
From growth hacking to private traffic, these are hot terms in the internet industry since last year. Brand-effect integration is a slogan loudly touted by internet and e-commerce companies in recent years. This article helps you understand the logic behind these marketing buzzwords.
空手In the Era of Concentrated Rise of Channel Brands, Where Are the Crises and Opportunities for Distributors?
This article discusses two trends in the marketing industry: the rise of distributor alliances and the emergence of new brands that excel in channel management rather than manufacturing. It argues that we are still in the stage of channel transformation, where channel brands are booming, and analyzes the crises and opportunities for distributors in this context.
黄润霖How Should Innovative Brands Break Through?
In the new consumption field, innovative brands need to represent new consumption propositions, which are rooted in founders' persistent pursuit of quality and supported by technology. Investors should focus on business fundamentals and capital efficiency, while brands must create value and build trust to succeed in the long term.
郑祎娴Traditional Advertising Shouldn't Die
Despite the decline of traditional advertising, it shouldn't be dismissed entirely. In the new marketing system, traditional TVCs still play a role in defining brands, though their importance has diminished.
杨不坏Jinmailang and Baixiang: Once Equally Matched, Why the Huge Gap Today?
Once evenly matched rivals in China's instant noodle market, Jinmailang and Baixiang have diverged dramatically over the past decade due to different strategic choices by their founders. While Baixiang faltered after a failed premium positioning and internal turmoil, Jinmailang thrived through disciplined execution, innovative channel management, and a focus on core markets.
澄韵Stop Dreaming: Your Brand Can't Become an IP
The article argues that most brands fail in their attempts to become IPs, explaining the fundamental differences between brands and IPs, the steps to create a successful IP, and the obstacles in brand IP transformation.
梁将军Brand Communication Is Getting Harder and Harder!
The article discusses the challenges of brand communication in the era of information overload and the shift from the positioning theory era to the information equality era. It argues that traditional methods like big media are no longer effective, and brands must create topics and leverage key nodes for dissemination, while also upholding universal values to build positive word-of-mouth.
赵波Zong Fuli of Wahaha: Between Advance and Retreat
A year has passed since Zong Fuli first engaged in Weibo marketing as the head of the Wahaha brand. In 2019, she faces a critical year to prove herself, focusing on new products and marketing to refresh the brand's image. Known internally as 'Little General Zong,' she seeks to modernize Wahaha's brand, which has been seen as outdated.
梁超Tianqi Toothpaste Auctioned: The Decline of Chinese Toothpaste Brands
Once a household name in China, Tianqi toothpaste is now facing auction. The brand and its parent company's assets will be auctioned on June 11, with a starting price of 163 million yuan. This article explores the rise and fall of Tianqi and other classic Chinese toothpaste brands, highlighting the challenges they faced in a competitive market.
编辑部上线营业Marketing Isn't Getting Harder—It's Getting More Complex!
At the launch of 'Marketing Encounter,' I recalled teacher Shi Wei saying that in the internet age, marketing has more variables. While some articles attribute complexity to scattered users, expensive traffic, and harder innovation, Shi Wei refers to the fundamental variables of marketing—cognition, transaction, and relationship—which have expanded from a single geographic dimension to multiple dimensions in the information society, exponentially increasing complexity.
刘春雄The 'Either-Or' Dilemma Returns: Alibaba and Pinduoduo in Direct Confrontation, Where Should Brand Owners Turn?
As the challenger becomes the leader, how should it face new challengers? This is an eternal question. In the struggle between Alibaba and Pinduoduo, their upstream and downstream partners are inevitably drawn into the battlefield. With the approach of the 618 mid-year sales event, the 'either-or' (exclusive dealing) conflict intensifies. Many brands hoped to benefit from Pinduoduo's rise and experience the dividends of channel sinking, but the 'either-or' events have dashed these hopes, especially for top merchants and brands with their own traffic.
新经销刘少德