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Le Chun CEO's 10,000-Word Insight | Why Coca-Cola Chose Le Chun, and What We Did Right
This article is an open letter from Denny Liu, CEO of Le Chun, systematically sharing his insights on branding and the current state of the FMCG industry. It explains why Coca-Cola invested in Le Chun, highlighting the brand's unique characteristics and the lessons learned from their innovative practices.
刘丹尼90% of Marketers Have Fallen into These 9 Typical Self-Congratulatory Marketing Traps
Many marketers find that despite numerous marketing actions, results are disappointing. This article outlines nine typical symptoms of self-congratulatory marketing, where companies focus on their own perspective rather than the customer's, leading to ineffective campaigns. It emphasizes the need to shift to a customer-centric approach to improve marketing effectiveness.
杨双喜2 Trillion Yuan Snack Industry: 8-Year-Old Snack Brand Revenue to Exceed 10 Billion Yuan
China's snack industry has reached an annual output value of 2.21564 trillion yuan, nearly the GDP of Liaoning Province. As snacks become the 'fourth meal' of the day, the industry is booming, with brands like Three Squirrels expected to exceed 10 billion yuan in revenue in 2019.
王峥In the Ice Cream Market Dominated by Oligarchs like Yili, Mengniu, and Nestlé, How Can Innovative Brands Break Through?
China's ice cream market is crowded and fiercely competitive, with three major forces controlling nearly 90% of the market share. In April 2018, Zhong Xue Gao emerged as a dark horse, topping Tmall's ice cream category within two weeks of launch and achieving record sales during Double 11. Founder Lin Sheng shares his insights on brand building, channel strategy, and competing against traditional giants in the new retail era.
袁来 / 一茜No Quality, No Brand; No Penetration, No Growth
This article discusses the misconceptions about brand growth, emphasizing that quality is the foundation of a brand, and that rapid growth comes from brand distinctiveness, marketing penetration, and channel penetration, as outlined in the HBG (How Brands Grow) theory. It also addresses the difference between differentiation and distinctiveness, and the importance of sustained quality and innovation for long-term growth.
麦青MandyDeep Distribution Loses Growth Momentum: How FMCG Brands Plan Growth for the Next Decade
Deep distribution efficiency has failed. With 5.2 million mom-and-pop stores in China, the market is highly fragmented and multi-tiered. The essence of the deep distribution system that supported FMCG growth for decades was mass production, mass communication, and mass distribution, driven by efficiency. However, this model is now failing due to high costs, single-channel coverage, and the rise of new retail. Brands like P&G have seen revenue declines, and the traditional HBG theory (big brand, big media, big channel) is no longer effective. The article discusses the need to restructure distribution models, focusing on digitalization, integrated online-offline supply chains, and organizational changes to adapt to future growth.
赵波What Is the Logic for FMCG Manufacturers to Leverage a Trillion-Yuan Market in the Next Decade?
In 2019, many mainstream FMCG companies seem to have encountered a common but unavoidable issue: the boundary of growth. This is manifested in sluggish performance, unpopular new products, out-of-control channel management, and ineffective massive marketing expenditures. New Distribution believes that behind these problems lie three major contradictions that all FMCG manufacturers must face, and to return to growth, companies must re-evaluate their strategies from a ten-year perspective.
New DistributionThe Demise and Replacement of Consumer Goods Giants: Coca-Cola, P&G, AB InBev, and Others
Author: Li Kanglin (Partner at Tiantu Capital). Source: HUXIU APP (ID: huxiu_com). Over the past 20 years, numerous consumer brands have emerged globally, but few have grown into giants. Where lie the opportunities and methods for scaling up? Can old giants find new ways to continue their dominance?
李康林Want Want, Bright, RIO, Oreo... 19 FMCG Companies' New Strategies!
What is 'trendy'? Tmall gives a good answer: 'Trendy means getting better with the times.' Tmall aims to bring consumers not just traditional bestsellers, but healthy, fresh, fun, and unique experiences. A wave of 'national trend' is sweeping the youth market, with products like White Rabbit perfume selling out in minutes.
New DistributionCoca-Cola's New Packaging Arrives, Tempting 30 Cities
Coca-Cola has launched 30 city-themed food cans, each featuring local cuisine, sparking a trend of collecting and sharing. The campaign uses two-character descriptors to capture each city's culinary identity, aiming to evoke nostalgia and emotional connection among young consumers.
麦子明Niche Brands: It's Not Just About Being 'Niche'!
Defining the scope of niche products, I have two understandings: first, niche products are relative to mass products; today they may be niche, but in the future they have the potential to become mass products, representing a trend. Second, niche products originate from consumption stratification; the era of one product meeting everyone's needs is over. The fundamental differences between mass and niche products include: mass products focus on category, niche products focus on people; mass products emphasize positioning, niche products emphasize definition; mass products emphasize commonality, niche products emphasize individuality; mass products can be imitated, niche products require creation.
Fan SirTalking About Brands Left and Right, the Biggest Fear Is Pretending to Know
Chinese enterprises are in a new stage of brand enhancement, with leading companies accelerating brand globalization and SMEs increasingly engaging in brand building. In an interview, Cao Hu, global partner and China president of Kotler Consulting Group, debunks common brand myths and offers insights on brand value, digital transformation, and consumer relationships.
沐野Is it that distributors and offices have lost the ability to launch new products, or is headquarters turning a blind eye?
The root of execution problems often lies with management, but blaming the team and its managers entirely is unfair. A case study of a leading FMCG company reveals that new product launches fail because regional offices and distributors lack the manpower and headquarters lacks oversight, compounded by a results-driven culture that prioritizes sales targets over new product initiatives.
李政权Why Did RIO Cocktail's Crossover Marketing Become a Phenomenal Case?
In May, during Tmall's 'China Chic' campaign, a wave of crossover co-branded products appeared, but what caught New Distribution's eye was the RIO x Hero 'ink' co-branded cocktail. RIO, known for its innovative marketing, combined trendy cocktails with nostalgic blue-black ink, launching an 'ink' cocktail that sold out 6,000 bottles in one minute on Tmall, sparking widespread interest.
New DistributionNew Beer, New Marketing: Individuality and Density
Jiang Xiaobai has become the target of criticism in the baijiu industry in recent years; it is the rebel of baijiu, and it is the niche. We will find that baijiu has two extreme trends: the big industry gets bigger, and the small industry gets smaller, even dying out. The same applies to beer: originally almost every county had a brewery, but they were eliminated by the big factories, leaving only three domestic giants (Tsingtao, Snow, Yanjing) plus a few others.
刘春雄Analyzing the Business Logic Behind the Success of National Soy Milk 'Dou Ben Dou'
This article analyzes the success of 'Dou Ben Dou' soy milk, a product of Dali Foods Group, which achieved 1 billion yuan in sales in its launch year of 2017. The analysis covers four key reasons: seizing the health trend, redefining category value, building a product structure, and using multi-dimensional marketing.
New DistributionCan a 100 Million Budget Build a Brand?
Almost all practitioners and experts teach how to achieve big results with small investments and create low-cost hits, but they don't tell you that low-cost hits are mostly luck. In the marketing industry, few study how to spend big money or manage large-scale campaigns with budgets over 100 million. I firmly believe in the power of money; if you want to quickly assess professional competence, look at how much marketing budget they've personally spent and how.
杨不坏Zong Fuli: "Creating a Brand-New Model Attracts Me More"
Since Zong Fuli appeared in the public eye, she has been labeled with various tags such as "second-generation rich," "entrepreneur," "Wahaha princess," and "Zong Qinghou's daughter." From entering Wahaha in 2004 as deputy director of the management committee of the Xiaoshan No. 2 Base, to founding Hongsheng and serving as its president, to now serving as the head of Wahaha's Brand and Public Relations Department to drive its youth-oriented strategy, Zong Fuli is advancing her life with strength. For Zong Fuli at present, she must face a rapidly changing market environment and various unexpected external variables, making the Wahaha brand younger and more fashionable.
新食品评介The 'IQ Tax' of Six Walnuts
Entering 2019, coconut palm coconut juice product packaging was deemed vulgar, sparking public outcry. The practice of pushing the boundaries of the Advertising Law in FMCG beverage marketing has long existed in the industry. Not only was coconut palm coconut juice's packaging considered vulgar, but earlier, Yangyuan Beverages' products were also sued by consumers for false advertising. Yangyuan's main product is Six Walnuts. Yangyuan's most well-known product is walnut milk, and the slogan 'Use your brain often, drink more Six Walnuts' has left a deep impression on consumers. Six...
韦航New Product Distribution Underperforms: Where's the Problem?
In the process of introducing a new product to a regional market, the initial distribution effect and whether it meets targets are often key to success. Many distributors can distribute quickly, but market activation is slow, leading to poor sell-through and damaging customer relationships.
师顺宽Why Can't Chinese Companies Create Long-Lived Carbonated Soft Drink Brands?
This article explores why Chinese carbonated soft drink brands have failed to endure, examining the cases of Tianfu Cola, Future Cola, and Nongfu Spring's attempts. It argues that factors such as trusting foreign capital, brand positioning mistakes, and changing consumer preferences have contributed to their decline, questioning whether it is even necessary for Chinese companies to create such brands.
湾区陈浩南Don't Fall into the Trap: In the Era of Failing Big Brands, It's Not About Consumer Individualization!
When pigs, cattle, and sheep complain about poor conditions, you should tell them, 'There are wolves outside.' For a long time, 'individualization' has been politically correct: products, brands, and promotion methods should all be individualized. However, the most successful products are those that everyone uses, and the internet has made people more conformist, not more individualized. Understanding the dual nature of conformity and individuality is key to effective marketing.
苗庆显No Price War! Uni-President Makes More Money in Mainland China
Uni-President Enterprises reported record first-quarter results, with revenue of NT$107.791 billion (approximately RMB 23.768 billion) and net profit after tax of NT$5.276 billion (approximately RMB 1.163 billion), up 99.85% quarter-on-quarter. Its mainland China business, Uni-President China Holdings, saw net profit surge 48% to RMB 380 million, driven by value marketing and healthy channel inventory management.
New DistributionThose Who Control Distribution Channels Control the World: Making Channels a Traffic Gateway
In the new era, the mission of distribution channels is not only to extract money from customers' pockets but also to instill knowledge into their minds, and only social interaction, with its strong relationships and trust, can shoulder this responsibility. Those who control distribution channels control the world.
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