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3215 articles · Page 72 of 134
New Trends in Baijiu Marketing: Middle-Aged Consumers Go Left, Young Consumers Go Right
Brand is a private attribute of an enterprise, while category is a public attribute of a group of customers. Category is not a market segment or industry name, but a cognitive resource that reduces decision-making costs through memory. Therefore, the value of category innovation can lead the value of brand building. FMCG is the largest advertising spender in China, and baijiu, with annual sales of 600 billion yuan, is one of the largest single-product markets. Facing the reality that the total sales volume of Chinese baijiu has stagnated, how can performance growth be achieved? Let's look at two strategic growth paths.
曹升Is the Company Sick, or Has Marketing Failed?
When marketing becomes mediocre, a company's fate is to muddle along or lose control of its own survival. This does not mean immediate death; rather, for companies that have achieved industry scale, mediocrity in marketing first manifests as declining revenue growth or absolute declines, as seen with Starbucks and Wahaha, whose core issue is the mediocrity of their marketing.
史贤龙The Trade-offs of a Billion-Yuan Product
Whether a product with 1 billion yuan in sales counts as a blockbuster depends on the industry and company stage. For Yili and Mengniu, it's the minimum threshold for new products, while for Uni-President, it's the maximum. This reflects different industry dynamics: dairy is still growing and favors super blockbusters, while food and beverage is more segmented and personalized, making 1 billion yuan a realistic ceiling.
刘春雄The Hell Mode of Chinese Marketing
We must recognize that most Chinese enterprises have long been living in hellish torment: surviving year after year, sometimes doing well, but ultimately facing bleak prospects or none at all. This article analyzes five typical 'hell modes' of Chinese marketing—integration, labor-intensive, instant noodle, deep distribution, and advertising-led—and argues that escaping them requires a fundamental shift toward technological and product innovation.
金焕民Behind the Revival of Robust: Arctic Ocean and Huiyuan Juice Sold Cheaply, National Brand Inferiority Still Resonates
After 30 years, Robust has been revived, but the market may no longer have room for it. The story of He Boquan and Robust reflects the era when Chinese national brands were sold cheaply to foreign giants and shelved, a shame that still resonates today.
财天作者New Product Roundup | The 5 Hottest Trends to Watch in 2019: Essential for Strategic Planning in Food, Beverage, and Alcohol Brands!
In 2019, youth takes the lead. They integrate niche consumption, circle economy, and new refinement into their genes, quietly influencing the direction of the business world. The ability to 'see through' consumption data and capture the consumption trends of the young era determines whether enterprises are forgotten or grow wildly in the collision of diversity.
New DistributionTwo Years into New Retail, Have FMCG Giants Failed?
The complexity and pace of change in China's retail environment and consumer behavior are increasing, posing a huge challenge for FMCG brands. This article from YI OU, authored by Tong Huiguang, examines how traditional FMCG giants have fared in 2018 and explores the need for consumer-oriented and technology-driven strategies in the new retail era.
童慧光Blue Moon: Can't Sell Laundry Detergent?
Blue Moon successfully pioneered the laundry detergent category in 2010, but over time, its early category dividend advantage has been eroded by competing brands. To distance itself from competitors again, Blue Moon launched 'Machine Wash Supreme' concentrated laundry detergent in 2015. Four years later, despite continuous marketing efforts, the product has seen little success. This good-faith product has missed the opportunity to iterate against competitors due to a flawed strategy. To verify the effectiveness of Machine Wash Supreme, the author bought a set from the supermarket and conducted an experiment: applying red and black ballpoint pen marks on white clothing, letting it dry, then applying the treatment and detergent, and observing the stain dissolve quickly.
王超In a Fragmented Media Environment, How Can Small Brands Quickly Achieve Sales of Over 100 Million?
In an increasingly fragmented media environment, how can consumer brands born in the era of mass media win consumer mindshare? Coca-Cola abolished the CMO role; what new moves does the newly created Chief Growth Officer have? What secrets lie behind the rapid growth of new domestic brands like HFP, Perfect Diary, and Usmile to over 100 million in sales? This article is based on a speech by Wu Yipeng, partner at Yijian Media, at the 4th Mobile Internet Marketing Summit hosted by Bird's Notes, titled "Seeding Marketing: The Growth Path for Consumer Brands."
吴益鹏From 'Consumption Upgrade' to 'Consumption Stratification': How Should We Do Marketing?
This article is authorized and written by Ding Ding. It argues that while we are in an era of 'consumption upgrade', it is more accurately an era of 'consumption stratification'. The author emphasizes that society is highly stratified, and marketing must be precise, targeting specific user groups with personalized brands, community-based channels, and social communication.
粉丝工场创始人丁丁Founder of Dianda, Rui Yun: Deepening Supply Chain to Build Brand Density!
The following is the speech content of Mr. Rui Yun, founder of Dianda Mall, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Today, my sharing topic is: Deeply cultivating the upstream supply chain to build brand density. FMCG B2B has developed from 2014 to now, experiencing two rounds of reshuffling. From 2015 to 2018, without efficiency and supply chain depth, it is hard to survive. This time, I will focus on how Dianda deeply cultivates the supply chain. First, over the past four years, Dianda has built a digital, flat, and transparent efficient distribution network from factory to end.
芮赟The Urgency of Transformation for Brand Owners, Distributors, and Sales Teams: Insights from Alibaba's Retail Link 4.1 New Policy
Retail Link's recent 4.1 policy, which significantly reduces the income of its city partners, has sparked unrest and highlights the urgent need for digital transformation in FMCG distribution. This shift underscores the weakening role of traditional sales teams and the necessity for brand owners, distributors, and sales personnel to adapt to online, platform-based models.
鲍跃忠If P&G Is Aging, What About Coca-Cola?
A recent news story claimed that Procter & Gamble (P&G) was 'delisted,' but this is inaccurate as it only withdrew from the Euronext Paris exchange, with over 99.9% of its trading volume on the NYSE. Despite this technical move, P&G has faced real challenges over the past decade, with declining sales and profits. The article contrasts P&G's traditional marketing approach with Coca-Cola's more innovative and interactive strategies, arguing that P&G's failure to adapt to the internet era has led to its decline, while Coca-Cola has thrived by engaging younger consumers and embracing digital platforms.
老刀Tsingtao Brewery's 2018 Annual Report Reveals the Secret Behind Its 15-Year Reign as the Most Admired Beer Brand
On the evening of March 28, Tsingtao Brewery released its 2018 annual results. During the reporting period, beer sales volume reached 8.03 million kiloliters, up 0.8% year-on-year; revenue was approximately RMB 26.575 billion, up 1.13% (or 5.15% on a comparable basis due to the adoption of new revenue standards); net profit attributable to shareholders was approximately RMB 1.422 billion, up 12.60%, showing a healthy trend of profit growth outpacing revenue growth, which outpaced sales volume growth.
New DistributionOn the Road of Growth: To 80 Million Marketing Professionals
At 29, he is already a marketing director; at 33, I am still a regional business supervisor. Is marketing the right path for me? As the 'most widespread' profession, how can marketing professionals grow themselves?
冯云飞Salty and Sweet: The Self-Cultivation of a Good Brand
In early 2016, Coca-Cola announced a major brand upgrade campaign, unveiling the 48th slogan in its history: "Taste the feeling" (Chinese: 这感觉够爽). This replaced "Open Happiness" (Chinese: 畅爽开怀), which had been used since 2009. While the Chinese versions are similar, the English reveals a shift in Coca-Cola's appeal: Open Happiness targeted psychological experience and emotion, while Taste the feeling targets sensory experience and taste directly.
空手Internet Giants Descend to Grab Offline Traffic: Key Trends in 2019 Offline Marketing
As smartphone shipments stagnate and online time approaches its ceiling, internet giants are turning to offline channels to alleviate traffic anxiety. This article outlines key trends in 2019 offline marketing, including product-as-media, digitization of offline traffic, the importance of scenario and efficiency, and the scarcity of quality offline traffic.
卫夕P&G: Brand Strategy for the New Era of Post-00s Consumers
P&G has been in China for 30 years, and despite being a century-old company, it continues to seek innovation, fully implementing a strategy of youthfulness and personalization. In the era of social consumption, young people are a major consumer force that cannot be ignored; winning over the youth means winning long-term loyal fans and assets for the brand. This time, P&G has set its sights on the post-00s generation. 2018 marks the coming-of-age year for post-00s, as the first batch enters adulthood and society, opening a new era for them. With a population of 147 million...
黄薇VeraDong Xu, Brand Director of Shihuituan: Future Development Trends of Community Group Buying
The following is the speech delivered by Mr. Dong Xu, Brand Director of Shihuituan, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. The topic of this sharing is the future growth and development trends of community group buying as seen by Shihui. Shihuituan and Youhaodongxi are strategic development partners. Youhaodongxi's CEO, Chen Ying, volunteered in rural areas around the world while studying at a US business school, and after graduation, he remained rooted in rural areas, aspiring to bring fresh ingredients and fruits from origin to more urban families.
董旭News Flash | Global Top 100 FMCG Brands List Released; Tetra Pak Launches New Cube Packaging; Yili's Qiaolezi and Zhenxi Launch New Products; Yangyuan and Tibet Water Resources Announce 2018 Results
Euromonitor releases its Top 100 Megabrands list, with Coca-Cola, Pepsi, and Nescafé leading. Tetra Pak introduces a new cube packaging that saves 40% space. Yili's ice cream brands launch new products, while Yangyuan and Tibet Water Resources report their 2018 financials.
New DistributionWeng Yinuo of Hongzhang Capital: In the Era of Fragmented Traffic, Small Brands Are More Likely to Gain Momentum!
The following is the speech delivered by Mr. Weng Yinuo, founding partner of Hongzhang Capital, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and released for readers. Hongzhang Capital is an investment institution focused on the consumer sector, and I was among the early proponents of interpreting the connotation of new retail. My book 'The Future of New Retail' sold quite well. But looking at this book written two years ago from today's perspective, I feel there have been some profound changes. So today I will share with you our thoughts on the future of new retail and new brands.
翁怡诺Wang Jinghua of Miduo: How to Use a Software System to Master 'New Marketing'?
The following is the speech delivered by Wang Jinghua, CEO of Miduo, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Understanding the essence of business is the prerequisite for understanding 'new marketing'. Wang believes that the essence of business is to deeply bind customer relationships, and brand owners must keep customer-centricity in mind.
王敬华Lawson's Wang Ruyi: Lawson's IP-Empowered New Retail Approach
The following is the speech content delivered by Ms. Wang Ruyi, marketing expert at Lawson Convenience Stores, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. She introduces Lawson's IP-empowered new retail approach in four parts: definitions of new retail and IP, Lawson's current situation in China, why they build IP marketing, and IP marketing cases with her personal summary.
王如意Yanghe Xiaoqu's Lu Anjun: Building a New Marketing System Centered on 'Sell-through, Repurchase, and Detonation'
The following is the speech delivered by Mr. Lu Anjun, General Manager of the National Operations Center of Yanghe Xiaoqu, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. He discusses the challenges faced by distributors, the need to shift from terminal-focused to consumer-focused strategies, and introduces the '1239' new marketing model for bottled liquor, emphasizing precision distribution, fan engagement, and innovative management techniques.
卢安军