TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 71 of 134
Brand Voting: On China Brand Day 2019, Who Can Represent China to the World?
A weak country cannot produce world-class brands, and a country whose brands cannot go global cannot influence the world. Today, China has gained strength that commands global attention, and Chinese brands have begun to go global in batches, embarking on a journey to influence the world. In April 2017, the State Council officially established May 10 as "China Brand Day," the first national brand festival. On May 10, 2019, the third China Brand Day, it remains a nascent festival, though its presence and influence are still weak, they are growing rapidly.
New DistributionNew Product Launch Roundup: First Issue of May!
In the tea/milk tea category, Uni-President launched Chuanqi Tea and Allègre Milk Tea, both priced at 19.8 yuan per bottle with a promotion for a second bottle at 0.1 yuan. In the dairy category, Nongfu Spring introduced plant-based yogurt, and Vitasoy launched Barista Series Soy Milk for the coffee channel.
New DistributionMy Product Is First-Rate, So Why Isn't It Selling?
Entrepreneurs across industries often wonder: my product is first-rate, so why isn't it selling? Behind this question lies a massive shift in market competition. Over the past 30 years, China's market has evolved through three eras: the factory era, the channel era, and the mind era. Now, many industries have entered the mind era, where the reason good products fail to sell is simply 'cognitive scarcity.' Money alone can't solve the problem, as seen in cases like Evergrande Spring Water, which spent 4 billion yuan but failed to enter the packaged water market.
包·恩和巴图Without Increment, Cannot Hold Onto Stock
China's reform and opening-up succeeded due to a key technique: shelving stock and reforming increment. This led to incremental reform inevitably driving stock reform. In Chinese marketing, stock has been capped since 2013, and with the rise of e-commerce, stock is no longer secure. Without increment, stock cannot be maintained. The article discusses the three battlefields of new marketing, new retail, and new distribution, emphasizing the shift from 2B to 2C to create increment and influence stock.
刘春雄The Basic Skills Behind the Overnight Success of Le Chun Yogurt
When it comes to yogurt, do you first think of old brands like Danone and Bright, or cross-industry brands like Yili and Mengniu, or rising stars like Anmuxi and Jian'ai? Each brand has its own taste characteristics, whether it's set yogurt, probiotic yogurt, or pure natural unprocessed yogurt. But there is a yogurt that not only lets you drink and taste it, but also lets you listen to its story. Would you want to hear such a yogurt story? A beautiful woman, Eileen, a graduate student from Columbia University, once worked as a reporter and anchor at a Chinese TV station in the United States. To support her husband's career, she resigned and started a business with him, using Germany's top whey-filtered yogurt technology to create a filtered yogurt that retains three times the pure nutrition of ordinary yogurt, filling a huge gap in the domestic market and showcasing its unique product features.
王小博Will There Be Another 10-Billion-Yuan National Brand in the FMCG Industry in the Next 5 Years?
In recent years, the FMCG industry has rarely seen the emergence of 10-billion-yuan single products or innovative brands surpassing 10 billion in sales, prompting us to consider why, despite consumption upgrades and retail innovation, there are few phenomenal hits. In the past, building a brand was relatively easy: with good product quality, clear differentiation, centralized media promotion, and large-scale distribution, a brand could establish consumer recognition. Essentially, whoever had the largest production capacity, the ability to advertise on centralized media like CCTV, and the capability for low-cost, large-scale rapid distribution would become the industry leader.
赵波New Marketing Practical Case: From 'Terminal Wins' to 'Community Wins'!
This article presents two real cases demonstrating the shift from traditional terminal-based marketing to community-based new marketing. The first case involves a brand that, after struggling with declining sales, successfully implemented a new marketing strategy using social media, mini-programs, and community marketing to achieve significant growth. The second case shows how Beikang diapers leveraged community group buying and social e-commerce to exceed sales targets, highlighting the importance of connecting with consumers in their daily environments.
任小东Can Zong Fuli Be Propped Up?
Zong Qinghou seems to intend to give his daughter Zong Fuli more time to gain experience, but the question is whether the 37-year-old Zong Fuli can handle the 32-year-old Wahaha. This article explores the challenges and uncertainties surrounding the succession of the beverage giant.
林翠萍Distributors: How to Master 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years, but it remains underdeveloped. However, this is not a major issue, just as no one can clearly define 'new retail' today, yet it continues to advance boldly. All-staff marketing, at its most literal level, means every employee is a sales touchpoint. On a deeper level, it leans toward integrated marketing, where every internal role centers on marketing for resource allocation and support.
黄润霖Oreo Launches Second Localization Drive, Using Spicy Chicken Wing Flavored Cookies to Win Over Young Consumers
For the post-80s and post-90s generations, Oreo has evolved from a chocolate sandwich cookie to a fun snack to share with friends or a gift option. Oreo has completed its youthful transformation during its second localization in the Chinese market, with Tmall playing a significant role.
财天作者Where Will China's Marketing Flow Next?
Shi Wei: From learning to best practices in marketing. How should we view marketing? What are the future paths and trends? The core question is this. Let's explore from a historical perspective, seeing where the river of marketing has flowed from and where it will go. Chinese enterprises truly began to have marketing concepts and ideas in the 1990s. Although reform and opening-up started in 1978, in the first decade, corporate marketing awareness was not fully stimulated due to supply falling short of demand.
施炜 刘金The Counterattack of a 4A Adman: Brainwashing Ads Are Not Only Garbage, They're Ineffective!
Every year, a batch of brainwashing ads (yes, I mean BOSS Zhipin, Bole Wedding Photography, Mafengwo, and Zhihu's 2018 World Cup ads) dominate screens and are met with unanimous criticism and condemnation. At this point, the creators of these ads appear, smirking: "Scold us, the more intense the scolding, the happier we are, because it proves the ads are effective," and "Advertising pursues effectiveness, not art or aesthetics." They pose as saints sacrificing their own reputation for clients' commercial interests, lamenting that the advertising industry is immersed in creative taste while ignoring client results. This is simply ridiculous. I certainly agree that the ultimate goal of advertising is effectiveness, achieving market goals and product sales. But the biggest problem with brainwashing ads is not their garbage quality or mindlessness, but their ineffectiveness.
空手Goodbye, Mass Market!
Recently, New Beer, together with seven teachers including Liu Chunxiong, Zhao Dayu, Ding Ding, Niu Enkun, Zhao Bo, Bao Yuezhong, and Chen Fenghua, organized an immersive study tour for over a hundred group members from seven major communities. Before the tour, they participated in Ubrew's 3,000-kilometer heavy-load cycling event to Sanya, which took half a month and covered 11 cities. During the tour, I shared a topic: Goodbye, Mass Market! This topic was something I had been observing and pondering during the Ubrew Sanya ride, and after arriving at Lidu, through immersive experience participation and in-depth exchanges with Commander Tang and Teacher Liu Chunxiong, a thinking framework gradually formed.
方刚Heartbreaking! "National Brand" Huiyuan Juice Sells Itself for 3 Billion Yuan—The Buyer Is...
In an unexpected move, the well-known "national brand" Huiyuan Juice has finally sold itself, a deal that is somewhat disheartening. According to Food Headlines, last night Huiyuan Juice announced via a notice that it would sign an investment cooperation framework agreement with its wholly-owned subsidiary Beijing Huiyuan, Tiandi No.1, and Guangzhou Hezhi Investment Management Co., Ltd. to establish a joint venture to expand the juice beverage market. In the joint venture, Huiyuan will hold 40% and inject 2.4 billion yuan in assets, including the registered trademark of the "Huiyuan" brand...
New DistributionP&G's Middle-Aged Maiden Heart
The rejuvenation of P&G's products and marketing is bringing the company back into the view of young consumers. As post-90s and post-00s generations become the main消费 force, P&G is adapting by using trendy marketing tactics and innovative products to engage them, as seen in its Tmall flagship store's 10th anniversary celebration.
佳和Farewell, Billion-Yuan Products!
Once upon a time, there were many billion-yuan products that were household names, riding the wave of reform and opening-up and accompanying a generation's growth. Now, the era of billion-yuan products seems to be fading, and those super products are facing new challenges. With the rise of the millennial generation and the impact of digitalization, these once-dominant products are weathering storms—some fading away, others keeping pace with the times. Today, New Distribution reviews those once-ubiquitous beverage billion-yuan products for our readers...
New DistributionNongfu Spring, Genki Forest, and Le Pure Launch New Yogurt Products—Will They Be the Next 1 Billion Yuan Best-Sellers?
A wave of attractive and delicious yogurts is coming! In March, Nongfu Spring announced the launch of its new plant-based yogurt series, officially entering the dairy market. Developed over three years, the product uses advanced micro-fluid jet grinding technology to retain over 95% of plant fiber while removing graininess for a smoother texture. With a natural and healthy concept, it is stored at 0-8°C, has a 28-day shelf life, and is cholesterol-free, lactose-free, and low in saturated fat.
New DistributionA Failed Plant-Based Protein Drink Case Study: Doing Business with a "Communication Mindset" Will Kill You!
This article, authorized by the author, originally appeared on Baibu Buru Yijian (ID: bwbryj123). It analyzes the failure of Coca-Cola's Minute Maid "Zhi Chang Xin Ren" plant-based protein drink, attributing it to a narrow positioning, awkward personification, and a pseudo-category, ultimately contrasting a "communication mindset" with a "market mindset" and a "business mindset" for sustainable success.
怡叔Which Marketing Terms Will Disappear from China's Marketing Dictionary?
Chinese marketing has enriched global marketing with unique terms not found in Western textbooks, such as interactive marketing, opportunity, sales volume, channel, promotion, shopping guide, planning, selling, and product. As Chinese marketing matures, some terms like deep distribution, distribution, terminal interception, terminal promotion, shelf management, and warehouse occupying are gradually fading away.
刘春雄Heavyweight: 2018-2019 China FMCG Brand Owners' B2B Cooperation Research Report
After several years of development, brand owners' attitudes towards B2B have generally shifted from rejection to acceptance, and then to proactive embrace. So, what is the actual state of cooperation between brand owners and B2B? What problems have arisen during the cooperation? To address these issues, New Distribution, together with 52 well-known FMCG brand owners nationwide, conducted an in-depth survey on their cooperation with B2B platforms. The surveyed brands cover 10 categories including water and beverages, snacks, hygiene products, alcohol, convenience foods, daily chemicals, dairy products, grain and oil, frozen foods, and seasonings.
新经销刘少德The CMO Is Gone, What Should Marketers Do?
Nobel laureate and psychologist Daniel Kahneman's bestseller 'Thinking, Fast and Slow' suggests that most people tend to believe everything has a cause-and-effect relationship. This is evident in the career of marketers, such as when Coca-Cola replaced the CMO role with CGO in 2017. The article discusses how traditional marketing roles may be declining, and how marketers should focus on consumer operations and data-driven growth, using Alibaba's GROW model as an example.
酸奶哥肖恩Observation: Why are leading brands like Yili, Budweiser, Kangshifu, and Uni-President rushing to build their own B2B systems?
New Distribution has learned that in early 2019, several FMCG giants including Yili, Budweiser, Kangshifu, and Uni-President have been piloting self-built B2B systems in various regions. According to industry insiders, Uni-President has selectively piloted B2B systems in major regions nationwide, while Kangshifu introduced "Shifutong" in February this year, incorporating Kangshifu and Pepsi brands into its own B2B system. 1. Why do brand owners build their own B2B? Wang Hua (pseudonym), head of new retail at a certain brand, told New Distribution, "Starting this year, some FMCG B2B platforms have begun charging brand owners platform usage fees, ranging from hundreds of thousands to millions of yuan annually."
袁来Kangshifu Earning 60 Billion a Year, Pedigree Worth 47 Billion... Unimaginable FMCG Giants
Euromonitor recently released its 2019 list of the top 100 global FMCG brands, with many familiar brands making the cut. The ranking is based on global retail sales in fiscal 2017, with Coca-Cola, Pepsi, and Nestlé taking the top three spots, and seven Chinese brands including Kangshifu, Mengniu, Yili, Arawana, JDB, Wahaha, and Shuanghui also featured.
十一After Three Years, Uni-President Again Launches New Drinks Priced Near 20 Yuan, Including Coffee and Tea
After a three-year hiatus, Uni-President has launched several new beverages priced close to 20 yuan, debuting at 7-Eleven convenience stores in Shanghai and Hangzhou. The new products, including Manya coffee, Chuanqi tea, and allègre milk tea, are part of a high-end screw-cap aluminum can series, with coffee and tea priced at 19.8 yuan per bottle.
New Distribution