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Browse 3215 New Distribution articles about Brand Marketing.
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3215 articles · Page 79 of 134
You Know Big Data, but Do You Really Know Big Data Marketing?
This article discusses the practical application of big data in marketing, highlighting common pitfalls such as data inaccuracy and inductive reasoning fallacies. It proposes an alternative approach: tagging marketing scenarios based on instinct, emotion, and cognition, and tailoring marketing messages accordingly.
呵先生What Exactly Is "New" in New Marketing?
The article explores the essence of new marketing in the digital age, contrasting traditional funnel-based advertising with modern consumer-centric approaches. It emphasizes the shift from brand-driven to consumer-driven content, the importance of social currency and IP, and the need for new organizational and channel strategies.
赵波Why Is Want Want No Longer Popular with Young People?
Want Want, a beloved childhood brand, is at a crossroads due to weak new product launches, shrinking market value, and an aging brand image. Despite efforts to innovate, its performance continues to decline, and it faces challenges in adapting to changing consumer preferences and health trends.
何己派P&G People at Alibaba
This article explores why Alibaba attracts many former P&G employees, known as the 'Whampoa Military Academy' of FMCG, and how they adapt to Alibaba's culture. It features stories of P&G alumni like Jing Jie and Lin Xiaohai, highlighting the cultural and managerial similarities between the two companies.
梁宵Liushen Launches Floralscent Cocktail, Mayinglong's Eye Cream Drags It Down: Time-Honored Brands Dabbling in Unrelated Ventures
Time-honored Chinese brands are crossing into unrelated industries, from Luzhou Laojiao's perfume to Liushen's floral water cocktail, Mayinglong's eye cream, and White Rabbit's lip balm. While some products sell out quickly, others face challenges, highlighting the risks and rewards of brand diversification.
吴晓宇Coca-Cola Acquires 45% Stake in Another Beverage Company; Alcohol-Free Drinks on the Rise; New Regulations for Frozen and Chilled Foods; Tea-Flavored Beer? Consumers Care More About Ingredients Than Brands
Coca-Cola Amatil and Coca-Cola Group jointly acquired a 45% stake in Australian beverage company Made Group, expanding into healthier categories. WHO reports a decline in adolescent drinking in Europe, while alcohol-free alternatives gain popularity. Australia aims for 100% sustainable packaging by 2025, and China's market regulator issues new rules for frozen and chilled food operations.
New DistributionDeclining Giants and Rising IP New Products: Who Is Reaping the Market Against the Trend?
A distributor who only handles mature products is not enough. Give you Master Kong's红烧牛肉面 or P&G's Rejoice, and under these big brands, distributors can generate volume without much effort. What truly showcases your ability is being given a new product. With a similar market starting point, how do you compare with other distributors? Conversely, a distributor skilled at launching new products must excel in strategy, management, execution, and competition, leading to more growth opportunities! In the past two to three years, with the popularity of animated series on TV and online video platforms, Peppa Pig has become the hottest anime IP, from the elderly to toddlers, the pink pig has entered countless households across China.
New DistributionDeep Dive | Big Brands Struggle with Precision, Small Brands with Scale: Where Is the Way Out?
Big brands face challenges in precision marketing, while small brands struggle to scale. The article explores the rise of small brands like Jiangxiaobai and Everlane, and suggests that brands should combine brand management with business strategy, pursuing personalization at the brand level and scale at the enterprise level.
马法洲 杨 鹏After Losing Major China Railway Contract, Tibet Water Resources Idles Over 70% of Capacity
Tibet 5100 glacier water, priced higher than Evian, once derived 90% of sales and 80% of revenue from railway channels. After losing the China Railway contract, its performance has been mediocre. Tibet Water Resources' 2018 interim report shows revenue of 447 million yuan, down 2% year-on-year, and sales volume of 59,200 tons, down 4%.
陈晓京Speculating on the Endgame of China's New Retail
We have already discussed the profound changes taking place in China's retail industry: for the first time, 'same products, same quality, same price online and offline' has become possible in China. When we extend the timeline to look at innovation, repetition, and the endgame of retail, one thing is unavoidable: regardless of 'new' or 'old,' retail is a competition in efficiency across the entire chain, as well as a competition for high-quality supply chain resources. China possesses unimaginable industrial chain technology, with nearly 70% of global production capacity for major consumer goods located in China. In the coming years, China has the opportunity to produce countless world-class consumer brands, but the prerequisite is that retail companies must approach, control, and even create the best supply chains.
李丰JDB, Wanglaoji Feud Shows Unified a Chance in Herbal Tea?
Unified's herbal tea product 'Xiancao Shuangshuang' has been renamed 'Xiancao Liangcha' to emphasize its herbal tea positioning. As Unified's performance declines, it sees an opportunity in the herbal tea market amid the JDB-Wanglaoji dispute, but experts doubt its potential due to market saturation and brand recognition challenges.
刘洋 叶静Can Coconut Palm Coconut Juice Achieve Transformation with Just Eye-Catching Ads?
The article discusses the marketing strategy of Coconut Palm coconut juice, a Chinese brand known for its controversial ads and packaging. Despite its strong product and distribution, the brand faces declining sales and needs to innovate to stay relevant in the competitive FMCG market.
文海军Marketing Technology: A New Growth Engine Every CMO Should Value
The fundamental challenge facing enterprises today is sluggish growth. While rapid technological iteration and market volatility provide fertile ground for innovation, the dividends from pure internet or digital technologies are diminishing. The new growth point may lie in marketing, the closest function to the market and users. In recent years, the MarTech trend has swept the globe, with Scott Brinker's latest marketing technology super-ecosystem map listing nearly a third more mainstream marketing technologies, reaching 6,829—more than the total from 2011 to 2016 combined. In contrast to the U.S. market's 6,000+ offerings, China has only about 100 marketing technology providers, indicating that MarTech is still in its infancy there.
学院君Heavyweight | Mengniu Goes Deeper into WeChat Business: After Manran, Another New Product is About to Launch!
According to New Distribution, Mengniu will launch a new product called 'Ningchun Collagen Peptide Crystal Extract' today, following its WeChat business product 'Manran Fiber Milkshake Milk'. The product targets women and office workers, claiming to inhibit glycation and provide anti-aging benefits. It will be sold through a one-on-one WeChat business model.
New DistributionChina's Beverage Consumption Races into the Second Half
In the rapidly approaching second half of beverage consumption, industrial beverages are being overtaken by a growing number of larger Chinese-style beverage chain brands. The threat of substitutes in the beverage industry has never been as huge and real as it is today.
史贤龙In the Digital Era, Should Brands Still Do Deep Distribution?
Despite rising costs and the rise of B2B platforms, deep distribution remains essential for brands to compete at the retail level. The future lies in collaborative models where brands partner with new types of distributors, such as individual entrepreneurs, marketing distributors, or regional self-operated B2B platforms, leveraging digital tools for efficiency.
袁来Transform or Die: The Ultimate Outcome of Transformation!
If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade? In the mobile internet era, victory is no longer determined by 'combat power' but by 'strategic dimension,' where you can win without fighting.
蒋军Can Shared Sales Representatives Replace Distributor Sales Reps as a Tool for Brands to Achieve Deep Distribution?
Since 2014, almost all FMCG B2B matching platforms have entered the market with shared sales as a key strategy, but most have not performed well, with few success stories. The reasons for failure are simple: either they directly conflict with frontline brand sales reps, making it nearly impossible to replace them, or they target non-first-tier brands or distributors, leading to conflicts with regional distributor sales reps and ultimately burning money on traffic.
杜建芳The Secrets of New Marketing
The world has changed. If new marketing, which began in the internet era, initially focused on promotion, then in the mobile internet era, especially after the integration of mobile payments, it has completed a closed loop from promotion to sales. New marketing based on communities and social sharing is increasingly showing its significant differences from PC internet-era models and first-generation website and app e-commerce. The rapid success of Meituan, Pinduoduo, and Didi, as well as the popularity of VIPKID, Luckin Coffee, and ofo, with occasional failures, demonstrates that the new marketing model, based on the actual operations of these brands, is increasingly revealing its successful path and patterns.
俞 雷Bold | Black Bull Launches Multiple Heavyweight New Products, Strongly Leading the Grain Blending Field!
According to a 2017 AC Nielsen survey, three-quarters of Chinese respondents said they are willing to pay a higher price for healthy food, with labels such as 'pure natural, no artificial flavors, non-GMO'. The retail sales of China's natural healthy food industry grew from RMB 68 billion in 2013 to RMB 103.1 billion in 2017, with a CAGR of 11.0%, and are expected to reach RMB 183.9 billion by 2022.
New Distribution7 Minutes to Master 120 Years of Marketing Evolution: Let's All Play Guru
To quickly grasp the history of marketing, start with one person: Philip Kotler, the father of modern marketing. Understanding the evolution of his marketing thought gives you a clear framework for all marketing theories and methodologies. Modern marketing began with Kotler's first edition of "Marketing Management" in 1967, which integrated traditional concepts like market research, advertising, and selling into a new, innovative science.
苗庆显How FMCG Companies Operate Short-Term Products for a 'One-Shot' Deal
Short-term products are so named because of their short characteristics: short product life cycle, short promotion period, short channel length, and so on. However, once a short-term product is hyped up, its advantages become obvious: it can quickly increase distribution and coverage, effectively attack competitors, and make a quick profit in the short term. Therefore, flexibly applying the marketing 4P strategy to guide the operation of short-term products has significant practical relevance.
清风明月夜Are There New Opportunities in the Premium Bottled Water Market?
This article, republished with permission from FoodPlus (WeChat ID: FoodPlusHub), examines the growing premium bottled water market in China. It highlights recent market activities, key players, and the factors driving growth, while analyzing the business model and potential opportunities in this segment.
FoodPlus海枫To Do or Not to Do: Where Exactly Are the Boundaries of FMCG B2B?
After years of development, FMCG B2B has entered the deep waters of industry evolution, accompanied by shifts in practitioners' self-perception and positioning. From initially reducing intermediaries and replacing traditional distributors, to some platforms quietly exiting due to various issues, and then to serving the entire circulation chain and empowering the supply chain, these changing roles prompt us to consider where B2B should stand in the FMCG distribution chain and what its capability boundaries are.
赵波 刘少德