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Browse 3215 New Distribution articles about Brand Marketing.
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The Mocked Yet 4 Billion Yuan Annual Sales of Coconuts? 90% of Chinese Brands Should Learn from It!
Following Coconuts' final statement that its slogan 'Drinking it since childhood' does not violate advertising laws, the controversy has subsided. Despite mockery of its tacky design and double entendre, the brand's 4 billion yuan annual sales and strategic decisions offer valuable lessons for Chinese brands.
杨双喜 导师/王超White and Black Faded Away, While Nongfu Spring Thrives: What Marketing Philosophy Lies Behind?
Nongfu Spring recently disclosed its financials for the first time, showing net profits of 3.369 billion yuan in 2017 and 2.024 billion yuan in the first half of 2018. The article contrasts this with fading brands like Wahaha and White and Black, arguing that the difference lies in brand thinking versus product thinking, and that building differentiated cognition through functional, value, and cognitive marketing is key to enduring success.
徐立Without Strategy, Don't Aim for a Viral Hit
The article argues that the industry's obsession with viral hits (刷屏) as the ultimate measure of brand communication is misguided. It urges brands to develop a clear strategy, using spatial positioning and historical logic to define what to do, and to only pursue meaningful, planned virality that supports long-term brand growth.
杨不坏Billion-Yuan FMCG 'Hit Products' Enter Rapid Aging Phase: Where Do They Wander?
In the film 'The Wandering Earth', the sun's core rapidly ages due to global warming and harsh conditions, forcing humanity to build planetary engines to escape the solar system. This mirrors the FMCG industry, where once-dominant billion-yuan 'hit products' are now aging rapidly. Danone's Mizone and Wahaha's Nutri-Express have seen sales declines, while RIO's popularity has faded, prompting questions about where these products should 'wander' next.
浩辰Coca-Cola: First New Flavor in a Decade
Coca-Cola is launching a new Orange Vanilla flavor on February 25, marking its first new permanent flavor in over ten years. The move aims to boost sales amid declining revenue and increasing competition, while positioning the new flavor as a complement to, not a replacement for, the classic Coke.
徐立The Path to Glory of Peppa Pig IP Derivatives in China!
As the Year of the Pig arrives, Peppa Pig has become a cultural phenomenon in China, with its IP generating massive sales and licensing revenue. This article explores the history of Peppa Pig's IP licensing, successful commercialization cases, and how companies can secure licensing rights.
王军The Safest Marketing: Invest 100% of Resources in 5% of Key Matters
This article introduces the 'Seven Laws of Buttons' in marketing, emphasizing the importance of focusing on key matters rather than being driven by urgent but unimportant tasks. It argues that the safest marketing strategy is to invest all resources into the 5% of key actions that can trigger significant changes.
苗庆显Mass Users Disappear, Channels Fragment: What Is the Underlying Logic of Traffic in New Marketing?
With the total time consumers spend online remaining constant, traffic follows user attention. As mobile internet penetration saturates, the overall traffic dividend has ended, shifting competition from incremental to existing traffic. The article categorizes traffic into cognitive and transactional types, and into offline, online, and social modes, arguing that brands must integrate all three across the entire network and time periods to convert attention into transactions.
赵波The More Senior You Are, the More of a Liability It Becomes
The article argues that in today's rapidly changing world, experience and seniority are no longer assets but liabilities. It emphasizes the importance of continuous learning and rapid validation over relying on past achievements, citing examples like RT-Mart's failure in e-commerce and the rise of Meituan.
空手When Deep Distribution Is a Thing of the Past, What Are the Sales Tactics of New Distribution?
If you were given a startup cookie brand, how would you sell it? Traditional marketers might rely on deep distribution, but in today's saturated market, this approach is failing. AKOKO, a cookie brand founded in 2016, achieved explosive growth by leveraging micro-agent distribution, content-driven sales via KOLs, and e-commerce platforms, illustrating a new distribution model that focuses on direct consumer connection and rapid iteration.
袁来New Marketing Organization Transformation: Evolving from B-end to C-end Organizations
Liu Chunxiong defines new marketing with the core theory that all 4Ps are communication. Traditional marketing organizations are B-end, while new marketing organizations are C-end. Over the past 30 years, marketing has evolved from sit-selling to mobile selling to connected selling, reflecting shifts from material scarcity to abundance and from material needs to aspirations for a better life.
方刚10 Iron Rules for Brand Marketing in the Internet Era
Many are declaring the marketing theories of Trout and Kotler outdated, as the FMCG industry has been in chaos since 2013. This article proposes ten iron rules for brand manufacturers, emphasizing product quality, packaging, content, and media strategy, along with a final rule on studying consumer behavior.
时靖玮New Products Die Too Fast Because Distribution Rate Is Too High
A senior executive from an industry giant said that distribution is no longer a problem, but sell-through is. This is not an isolated phenomenon but a common one. The reason is that most companies still follow traditional deep distribution practices: distribution plus sell-through. Since distribution is easy, the real issue lies in product cognition during upgrades, which requires precise distribution, experience, and word-of-mouth.
刘春雄A Brief History of Peppa Pig
This article traces the history of Peppa Pig from its creation in 1999 to its global success, including its rise in China, and lists the top 10 most profitable IPs in the world. It also includes quotes from the creators.
王军VOSS and Aodebao Join Forces, Officially Entering the Southeast Asian Market!
In recent years, consumer demand for premium water has grown significantly, and as a relatively new market, premium water has become a notable growth point in the FMCG industry. Even so, the premium water market is far from saturated, with various brands emerging and competing on water quality and pricing, indicating the vitality and prospects of this emerging market. In this industry context, a fierce battle for market share naturally ensues. In this competition, it is crucial for brands to step out of their comfort zones and successfully expand into global markets to attract more consumers. On February 19, VOSS, a renowned name in the premium water industry, made a major move: at the 'Water Rhyme Silk Road, Ink Dance Tea Fragrance' China-Singapore cultural exchange event co-hosted by the Chinese Culture Promotion Society, the China Tourism Industry Development Alliance, and the Huabin Culture Foundation, with support from Huabin Group VOSS Global, Huabin VOSS officially announced a strategic partnership with Southeast Asian FMCG giant Aodebao to jointly expand into the Southeast Asian market, drawing significant attention from the entire FMCG industry.
New DistributionForty Years of Turbulent Marketing
This article reviews the evolution of marketing in China over the past four decades, from the enlightenment stage (1978-1988) to the innovation stage (2009-2018), highlighting key characteristics, strategies, and figures. It concludes with predictions for the next decade, emphasizing that the future of marketing lies in China.
高春利2019: The Opening of New Marketing
The article reviews 2018 marketing trends, arguing that traditional traffic-based advertising is declining, and new marketing is driven by content, social, and personality. It highlights examples like controversial World Cup ads and successful campaigns such as Huadi's refund promotion, emphasizing the shift from media buying to user engagement.
空手Heavyweight | With Over 100 New Beverage Products Launched Annually, How Should Beverage Brands Innovate Amid Fierce Market Competition?
Consumers face dozens of beverage choices daily but have limited stomach capacity, while the market sees over 100 new products each year. To stand out, brands must innovate—whether through functional enhancements, health-focused formulations, novel experiences, or safety and purity—while tailoring innovations to specific consumption scenarios and emotional needs.
IpsosHas Three Squirrels' Illness Been Cured?
After a year and a half, Three Squirrels has finally recovered. It is now transforming from an internet-famous e-commerce brand that rose on Tmall's dividends into an ecological platform enterprise in the snack food industry chain.
袁来Whatever Happened to the Brands That Advertised on the 1999 Spring Festival Gala?
This article reviews the brands that advertised during the 1999 CCTV Spring Festival Gala and traces their fates over the past 20 years, from those that thrived to those that disappeared, based on news reports and public information.
原教旨L青年Are Brand Owners and Distributors Suitable for Community E-commerce?
This article discusses whether brand owners and distributors are suitable for community e-commerce, concluding that based on current category composition, it may not be suitable initially, but opportunities exist through the M2C model leveraging private domain traffic. The author introduces the background and logic of the M2C model, contrasting it with public domain marketing challenges.
任小东Town Youth Playbook in Hand, Where Are the New Marketing Opportunities?
Town youth, born in the 1980s and 1990s and living in third- to sixth-tier cities, are emerging as a fast-rising consumer group. Alimama's research reveals their consumption trends in snacks, beverages, and alcohol, offering marketing insights for brands to tap into this segment.
New DistributionFMCG Winter: How to Embrace "IP" for Warmth and Unlock a Hundred-Billion Incremental Market?
As the 2019 Spring Festival approaches, FMCG brands are leveraging IP collaborations to drive sales, from the Palace Museum's cultural products to Peppa Pig merchandise. This article explores IP commercialization trends, successful cases, and strategies for brands to connect with consumers and build private traffic, while also addressing industry pain points and future opportunities.
王军The Underestimated Little Can Tea
This article argues that Little Can Tea's success is not merely due to advertising but its strategic restructuring of the tea industry's supply chain and industrialization, positioning it as a leader in the sector's modernization.
沈帅波