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3215 articles · Page 78 of 134
Liu Chunxiong: Embrace New Retail with a "Gun"
Professor Liu Chunxiong shares his insights on how brand owners can survive and thrive in the new retail environment by adopting new marketing strategies. He outlines the logic of new retail, compares it with new marketing, and provides a framework for brand owners to build their own private traffic and compete with new retail platforms.
刘春雄In-depth | Marketing is the Vanguard of Capital and Commerce
Marketing is a practical science with the sole purpose of facilitating long-term, sustained, and stable transactions between suppliers and demanders of products/services. Its essence remains unchanged across eras, nations, languages, and tools, making marketing theory a universal methodology. The article traces the evolution of Chinese-style marketing from the 1980s to the present, highlighting its role in China's economic rise and proposing new theoretical challenges for the future.
金焕民 史贤龙People Don't Need Brands
The author argues that most Chinese companies are not building brands but focusing on market share and sales due to immature consumer environment. They should prioritize awareness and influence before brand building, as brand is about values and requires consumer maturity.
杨不坏Old Brands in the New Retail Era: Don't Be Afraid—A New Supply Chain Model from a Century-Old Giant
Before the advent of new manufacturing, Nestlé, a century-old giant, has already revolutionized itself twice. When you need to deliver three different products to three consumers as quickly as possible, the shortest path is easy to plan. But when you need to deliver tens of thousands of products to tens of thousands of consumers as quickly as possible, only technology and algorithms can help you plan the most efficient route. As a century-old company, Nestlé has more than 20 brands, thousands of products, multiple online stores, and countless offline stores. Every day, hundreds of millions of products must be delivered to hundreds of millions of consumers through different channels.
懂懂本尊Brain Gold, JDB Face Renaming? New Rules for Health Food Naming: 14 Categories of Words Banned!
Yunnan Baiyao just saved its name, but now Brain Gold, JDB, and other health foods face trouble. On October 22, the State Administration for Market Regulation (SAMR) published the "Guidelines for Naming Health Foods (Draft for Comments)", proposing to regulate health food naming. According to the 14 categories of prohibited expressions and words listed in the appendix, many well-known health foods such as Brain Gold may face renaming. The new rules specify basic principles for naming health foods, the composition of health food names—trademark name, generic name, and attribute name—content that must not be included in health food names, and requirements for application and review of health food names...
ChrissZong Fuli Takes Charge of Wahaha Brand Public Relations: IPO May Be One of Her Tasks!
Two events reveal Zong Fuli's business approach. The beverage giant Wahaha, operating for over 30 years, has never lacked topics. Recently, news that Zong Fuli, daughter of Chairman Zong Qinghou, has been appointed as the head of Wahaha Group's Brand Public Relations Department has spread, sparking discussions about what changes she can bring to Wahaha, as change is more urgently needed than ever.
阿茹汗Red Bull China's Life-and-Death Standoff: Beijing Plant Halted for Some Time, When Will the 50-Year Agreement Save the Day?
As of October 25, Red Bull China's Beijing production base has been halted for some time, reflecting the company's precarious state as its operating term has expired and shareholders are deadlocked over renewal. The controlling shareholder, Red Bull Thailand, has refused to extend operations, while actual controller Yan Bin claims a 50-year cooperation agreement could sustain the company.
N+财经记者Though Mind-Bending, This May Be the Most Thorough Article on New Marketing
To understand the essence of new retail, one must discard flashy business phenomena and explore the underlying business logic of the new environment. In the internet era, customer connection models have evolved, leading to the integration of cognition, transaction, and relationship, which constitutes the new marketing paradigm.
施炜Festive Promotions Underperforming? This Could Be the Problem!
Free access to the research report 'The Battle of Festive Promotions in New Retail Terminals 2018' based on 346,756 terminal samples nationwide is available by clicking 'Read Original' below. With online retail growth slowing, offline retail accounts for about 80% of total retail sales from January to August 2018, making terminal execution crucial. Data shows that perfect in-store execution (displays, promotions) impacts sales by 59%, and timely terminal intelligence is key.
饷拍Want Want's Midlife Crisis
Want Want, a brand that carries the childhood memories of a generation, has seen its main business decline for years and its market value shrink by over 100 billion Hong Kong dollars. The 'national snack' seems to have entered a midlife crisis prematurely, with weak new products and poor distribution channels.
有趣有料的News Flash | Q3 Reports of 12 Food Companies Released; Unilever Expands into Micro-Business; Arla Debuts New Products at Sugar & Wine Fair; Mondelez Launches New Côte d'Or Chocolate; Taodou Foods Declares Bankruptcy...
This issue covers the Q3 2018 financial reports of 12 listed food companies, showing overall positive performance. It also reports on Mondelez's new Côte d'Or dark chocolate, Arla's new organic milk at the Sugar & Wine Fair, Unilever's entry into micro-business channels, and Taodou Foods' bankruptcy.
New DistributionWahaha Management Reshuffle: Zong Fuli Appointed as Brand Department Head
Starting from September 2018, Zong Fuli has been concurrently serving as the head of Wahaha's Brand Public Relations Department, which oversees product packaging design and brand promotion. According to media reports, several senior executives, including Wang Qianglin, general manager of Wahaha Group's sales company, and Li Fengyuan, head of the brand marketing department, have recently left the company. Zong Fuli, daughter of Zong Qinghou, has stepped to the forefront, taking on this key role. Prior to this, since 2010, Zong Fuli has been serving as the president of Hongsheng Beverage Group Co., Ltd.
New DistributionB2B Without Brand Manufacturer Participation Is Not Viable—It's Just a Disruptor!
Liu Chunxiong argues that while B2B in FMCG will succeed, current mainstream models are flawed because they ignore brand manufacturers' interests. He advocates for channel digitalization led by brands and integrated warehousing and distribution, which he sees as the true fruits of B2B's initial efforts.
刘春雄How to Fight Marketing Battles in the Post-Traffic Era?
This article is authorized. In 2017, at the annual meeting of Logic Thinking, Luo Zhenyu solemnly announced the end of the traffic era. Indeed, we can all feel that the online traffic dividend is almost exhausted, and many major platform owners, such as Alibaba, Tencent, and JD.com, have begun to turn to offline, opening up a new battlefield for traffic competition - new retail. Customer acquisition costs are getting higher and higher, and conversion is becoming more and more difficult, which is a common perception. So, Luo Zhenyu said "the traffic era is over", but I think it is not an end, but a new beginning...
粉丝工场创始人丁丁Brand Owners: B2B Wants to Pick the Fruit of Best-Sellers? We Won't Agree!
After embracing B2B, are brand owners cooperating smoothly with B2B platforms? Why are brand owners reluctant to let go of traditional offline distribution? How should B2B cooperate with brand owners, and where do distributors fit in? In the second half of 2017, major brands began to engage with B2B. Nearly a year later, various channels have announced strategic cooperation agreements between B2B platforms and brands. At this point, most B2B-brand relationships have passed the honeymoon phase and are settling into normal operations. What is the actual state of cooperation? Recently, New Distribution visited several leading FMCG manufacturers to understand the status and conditions of their partnerships.
袁来How Traditional FMCG Companies Can Use 'Minimally Invasive Surgery' to Transform the Offline Stock Market
This article discusses how traditional FMCG companies can transform their existing offline business by adopting new marketing strategies. It introduces a practical approach that focuses on incremental improvements, using digital tools to connect with consumers, and optimizing organizational structures, as demonstrated by successful case studies.
林枫FMCG B2B Platform's "11.11" Battle is About to Begin, JD New Channel Takes the Lead!
On October 18, JD New Channel kicked off the 11.11 Global Good Festival, leveraging its dual online and offline advantages to fully integrate brand owners, channel partners, retailers, and consumers into the borderless retail ecosystem. Building on its existing B2B2C full-chain marketing, it entered a new phase of borderless retail empowerment. Through multiple rounds of promotional stock-up campaigns and multi-touch, highly interactive in-store promotions, the event achieved consumer reach via the B2B2C path, delivering strong brand exposure for brand owners and substantial traffic for stores.
New DistributionGood News Keeps Coming: Lvling Walnut Milk Proves Its 'Hot Sales' with Facts!
In the beverage industry, sales peaks during the Spring Festival and Mid-Autumn Festival largely determine annual performance. During the recent Mid-Autumn and National Day holidays, Lvling Walnut Milk, a plant-based protein drink with a health label, saw explosive sales, with three market reports confirming its popularity. The product's success is attributed to its full industry chain, quality ingredients, and strategic marketing, positioning it for continued growth in upcoming festivals.
New DistributionThe Rise of Niche Brands: How Can Big Brands Fight Back?
Consumer tastes have changed, but their underlying needs have not. By adopting new competitive strategies, large consumer companies can still outperform agile new rivals.
杨立 陈茜After Reading These 22 Laws of Marketing, All the Mystery and Misconceptions of Marketing Disappear
On October 23-24, the 2018 China FMCG City Distribution Logistics Conference, hosted by New Distribution, will be held in Changsha. Industry experts have sent their blessings; click the video to watch. In 1972, Ries and Trout published a series of articles on the 'Positioning Era' in Advertising Age, bringing the term 'positioning' into public view. In 1980, 'Positioning' was published, quickly sweeping Europe and America, becoming the 'industry standard' in marketing and being rated as 'the concept that has had the greatest impact on American marketing in history.' The two masters then collaborated to produce 'The 22 Immutable Laws of Marketing,' summarizing the essence of positioning theory into 22 simple, clear laws.
华章经管'Seeing' Jiangxiaobai: Big Success in a Niche Market
From October 23-24, the 2018 China FMCG City Distribution Logistics Conference, hosted by New Distribution, will be held in Changsha. Jiangxiaobai, a newcomer to the liquor industry, broke through 700 million yuan in sales by 2017, achieving success through a focus on young consumers, unique product design, and social marketing.
杨勇胜、李泽明Afraid of Getting Heated? More Famous Than Wang Laoji
This article discusses how to make products more viral, why people love Wang Laoji, and how to gain customer trust, based on a lecture by Li Guangyu on the growth logic behind dark horse catering brands. It emphasizes the importance of positioning, tactical-driven strategy, and matching resources with strategy.
赞赏小侠Still Debating 'Lidu Can't Be Learned'? A 10,000-Word Article Explains the 'Third Marketing Revolution' in One Go
The 'Lidu Model' that has taken the industry by storm represents a thorough revolution in marketing. This article decodes Lidu's new marketing practices and the third marketing revolution, offering insights for traditional enterprises.
林枫、刘志强One-on-One Communication? The Ultimate Weapon in FMCG Marketing
Technological and market changes are turning the impossible into possible, with one-product-one-code emerging as a powerful tool for FMCG CRM, injecting the latest IoT power into traditional industries. As traffic costs soar and new customer acquisition becomes increasingly expensive, the era of 'enclosure' is over, forcing everyone to focus on retaining existing customers and maximizing profits from limited resources. The growing recognition of 'customer share' has driven the rapid development of CRM in recent years, especially in e-commerce, but FMCG has remained resistant—until now.
吕晨龙