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Browse 3215 New Distribution articles about Brand Marketing.
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Post-11.11 Era: The Way Brands Do Marketing Must Change
The annual 11.11 shopping festival has begun, but the atmosphere of national frenzy has faded, and consumers are no longer easily swayed by promotions and coupons. In this post-11.11 era, brands need to shift from simple promotional tactics to content marketing that is scenario-based, in-depth, and asset-building, to truly stimulate consumer demand and influence purchase decisions.
空手From Hit Product to Benchmark: Damowang and Liubiju Strategic Upgrade, Ten-Year Pact Defines China's Authentic Sesame Sauce Konjac Tripe
In today's FMCG market, competition is fierce, and while many products seem promising, few truly achieve distribution, fast turnover, and lasting vitality. New Distribution has noticed a product that broke through the market's limitations: Yanjin Shop Damowang Sesame Sauce Konjac Tripe, which became a phenomenon in the konjac snack category through category innovation and authentic flavor.
何雯A Century of Marketing Is Nearing Its End: When Will It Turn the Page?
This article reviews the history of marketing over the past century, identifying four key turning points: the birth of revolutionary media, shifts in marketing orientation, the formation of analytical frameworks, and the maturity of management systems. It argues that with the rise of mobile internet and changes in consumer behavior, the era of user-oriented marketing is ending, and a new paradigm centered on scenarios is emerging.
刘春雄A Bottle of Water, a City's Story: Aquafina Reinvents Cultural Tourism Marketing!
In the FMCG industry, competition in the bottled water market has always been intense. For a long time, brands have fiercely competed around physical attributes such as 'water source' and 'purity.' However, today's consumers not only care about water quality and health but also the emotional value the product can bring. Therefore, how to reach consumers' hearts and deeply explore brand value has become a common topic for many bottled water brands. New Distribution observed that Aquafina, PepsiCo's bottled water brand, has gained deep insight into this trend and turned its attention to the culture and value behind 'water.' Not only did it complete its 'Pure from the Heart' brand upgrade in 2024, but this year it has continued to deepen this concept, continuously cultivating the cultural tourism track, truly starting 'from the heart' to provide consumers with better products and services.
杨玉琳Media Changed, Brand Communication Must Change Too
In an industry dominated by traditional giants in baijiu and beer, three seemingly unrelated brands—Jiangxiaobai, Guolifang, and金星中式精酿—each carved a distinct path to success by precisely leveraging communication media. This highlights the immense influence and rapid evolution of media, which acts as an amplifier for marketing.
公方刚2000+ New Beverage Products Unveiled, 10,000+ Professional Visitors Gather: 2025 Pin Yin Hui Autumn Innovative Beverage Exhibition Grandly Opens in Nanjing!
As beverage industry professionals grapple with the anxiety of 'difficult product selection and even harder sell-through,' and the stark contrast between stagnant warehouse inventory and viral channel hits on social media, the market urgently seeks a breakthrough. On October 11, that breakthrough emerged at the Nanjing Han Lu Lou Hotel with the grand opening of the 2025 Pin Yin Hui Autumn Innovative Beverage Theme Exhibition, injecting strong momentum into the sluggish market through its vibrant on-site atmosphere, deep trend insights, and precise, efficient business matchmaking.
品饮汇媒体中心Why Store Brands Are Not the Same as White-Label Products
Many people are discussing supermarket private labels, but there is a common misconception in the industry that equates them with white-label products. In fact, the underlying logic of product development differs fundamentally. This article explores these differences from a product development perspective, offering guidance for distributors and retailers.
赵波Young People Don't Eat Instant Noodles Anymore? Baixiang Hires Top Celebrity Endorser, Revealing Industry Anxiety
Baixiang Foods recently announced actor Wang Yibo as its brand ambassador, sparking online buzz. However, behind the celebrity endorsement lies a grim reality for the instant noodle industry: consumption in China fell by 4 billion packs from 2020 to 2023, dropping to 43.8 billion packs in 2024, with sales declining 8.9% year-on-year in Q2 2025.
专注消费的Three Squirrels, No Longer Wanting to Be a Brand
Starting in 2025, after returning to 10 billion yuan in revenue, Three Squirrels quickly launched an 'all-category, all-channel' transformation strategy. The core of this strategy is to break beyond the single label of nuts and snacks in terms of categories, expanding into all high-frequency consumer goods categories, and to break free from reliance on a single online platform in terms of channels, achieving full coverage across online and offline channels. The industry has been debating the company's 'aggressive strategy.' This article neither supports nor promotes any particular strategy; all views expressed are solely my own. We aim to objectively evaluate and attempt to reconstruct Three Squirrels' strategic path, to understand what Three Squirrels wants to do, and through this case, interpret the changes currently occurring in the FMCG market.
戚特Coconut Tree's "Old-School" Poster Sparks Heated Debate: Netizens Say, "Just Stick to the Edgy Ads"
This year's bosses are quite busy. Following the "truce" between Xibei's Mr. Jia and Luo Yonghao, a grand business debate has officially concluded. But the stage never rests—now Coconut Tree's "President Wang" has made a high-profile debut, making a splash. Recently, netizens passing by Coconut Tree Group's headquarters in Haikou, Hainan, were startled by the huge sign reading "Who Will Save the Bankrupt 'Coconut Tree' Group?" The dense black text against high-saturation colors resembled a debt collection notice in a residential corridor.
杨阳Mooncakes: The Competition Is Fiercer Than Bubble Tea
Mooncakes, a traditional Chinese pastry, are undergoing a collective evolution as brands compete fiercely within a short sales window. From health-focused options like low-GI and sugar-free varieties to innovative shapes, flavors inspired by new tea drinks, and cross-industry collaborations, the category is reinventing itself to attract modern consumers.
FBIFZong Fuli's Second 'Self-Harming Strike'
Starting to endure and plan at 14, and formally counterattacking at 40, Zong Fuli staged a real-life short drama of 'the eldest princess returns for revenge.' This drama includes elements such as succession obstruction, inheritance disputes, and equity conflicts. However, reality is not a short drama, and Zong Fuli is not a protagonist with superpowers; all she can do is enter the game herself and engage in close combat.
最话团队Farewell to Mass Marketing
Marketing is fundamentally a response to market demand, and shifts in demand always move in step with the times. From the 'land-grab' of the growth era to the 'intensive cultivation' of the contraction era, the underlying logic of the consumer market has undergone a disruptive change—the mass marketing HBG model, which once worked through 'large-scale production, broad-reach advertising, and extensive channel coverage,' is being replaced by precise penetration of segmented audiences and resonance with niche circles. This shift is not accidental but an inevitable result of slowing economic growth and evolving consumer attitudes.
公方刚From 'Spills on Opening' to the Code of Premium Quality: Kunlun Mountain Mineral Water Ignites a Nationwide Experiment Craze
UGC is the gold standard for testing product sell-through, and consumers are the best spokespersons. This view, shared by marketing expert Fang Gang at the 7th China FMCG Conference hosted by New Distribution, resonated with the audience. Kunlun Mountain Mineral Water's recent innovative marketing campaign is a vivid example. Facing consumer complaints like 'It spills every time I open it!' and 'Why is Kunlun Mountain Mineral Water so full?', the brand did not shy away but instead launched a challenge and scientific experiments, turning a small issue into a symbol of premium quality and driving both brand awareness and sales.
何雯Three Major Initiatives of Japanese Mainstream Supermarkets in Developing Private Brands
After the pandemic in 2022, Japan gradually experienced price hikes, and by 2025, a new wave of price increases surged. According to a survey by Teikoku Databank, about 20,034 products will see price increases by November, surpassing the total of 12,520 products in 2024, indicating a long-term trend. In response, major Japanese supermarket chains are accelerating their private brand (PB) strategies through three initiatives: integrating PB systems with low-price entry points, redefining value to tap into potential consumer needs, and advancing SPA (Specialty store retailer of Private label Apparel) manufacturing retail to build a new product power system based on "PB+SPA".
司马正树Master Kong's "Te Bie Te": A Bowl of Fresh Instant Noodles Opens a New Playbook for the Instant Noodle Industry
Professor Chu Yin's remark that "China no longer has a mass market, only segmented markets" captures the core pain point of today's consumer market. Some seek "simple and filling" options with extreme value for money, while others, within limited time and scenarios, desire differentiation and better experiences. This shift is not just about changing dining habits but also reshaping the perceived value of instant noodles. In the era of segmented consumption, instant noodles no longer have a single solution; they must cater to diverse groups and scenarios. The question arises: How can instant noodles find a new balance between efficiency and experience under this trend?
冯瑶Zong Fuli Makes Another Big Move
Zong Fuli, successor to Wahaha, plans to replace the Wahaha brand with a new brand 'Wa Xiao Zong' starting from the 2026 sales year, citing compliance issues. Dealers express strong opposition, fearing market rejection and financial losses, while the move is seen as part of a power struggle with other shareholders.
胡楠楠After Ye Maozhong, it was Hua & Hua; after Hua & Hua...
In the recent Xibei vs. Luo Yonghao incident, during the traffic frenzy, a large number of "old-timers" like me could only watch helplessly as traffic overwhelmed us. We could only console ourselves with "traffic wins the present, values win the future." Even Hua & Hua, usually behind the scenes, was dragged into the spotlight, and after apologizing, public opinion remained unsettled. The event has passed; let's not rush to judge right or wrong. But the phenomenon of traffic's dimensionality reduction attack and one-sided slaughter has only been seen since the invention of the Maxim gun. Some in the consulting industry ask: if Ye Maozhong were still around, how would he respond?
刘春雄Five Years of Refinement: Jinsha Wine Reshapes the Value and Experience Paradigm of the Sauce-aroma Baijiu Production Area
On September 19, the fifth "Jinsha Red" Red Sorghum Festival and the Scientific Value Forum of the Jinsha County Production Area in the Upper Chishui River was grandly held in Jinsha, Guizhou. With the strategic theme of "Return to the Upstream, See Jinsha," the event systematically promotes the baijiu industry's shift from "scale expansion" to "value deepening," marking a new stage in the development of the upper Chishui River production area centered on systematic scientific construction.
New DistributionPrivate Brands Are Hot, But Don't Ruin Them
As China's retail efficiency revolution advances, private brands are being pursued by retailers. By 2025, almost all sizable retail companies, whether KA, CVS, discount formats, or instant retail, are trying or promoting private brands. However, without a clear distinction between PB (Private Brand) and PL (Private Label) products and their core meanings, it's hard to say that entering private brands is the right choice.
张振宇Behind the Advertising Blunder: Family Governance Concerns at Toly Bread
Consumers buying a five-nut mooncake now have to endure paternalistic preaching? Recently, Toly Bread's mooncake advertisement copy spread widely on social media and ignited a firestorm of criticism, prompting the company to quickly remove the product. However, this move did not quell the controversy. Why did Toly Bread resort to such paternalistic preaching and even a 'beating' metaphor? Has its marketing gone too far? The backdrop of this public opinion crisis is complex, with declining performance, lagging product innovation, and intensifying channel changes all demanding breakthroughs.
陈晓京Fresh Pet Food Is Booming, but Who Can Solve Consumers' Purchase Anxiety?
Fresh pet food is gaining popularity in China, driven by new pet owners who treat pets as family and demand fresh, safe ingredients. However, the category faces challenges including unclear definitions, lack of standards, and regulatory gaps, leaving consumers confused and brands navigating a complex landscape.
窄播First- and Second-Tier Brands, It's Time to Wake Up!
At the 7th China FMCG Conference main forum in Shanghai on August 19, Mr. Meng Fanzhong, Chairman of Beiyoute Commercial Group, delivered a keynote speech titled 'First- and Second-Tier Brands, It's Time to Wake Up!' From a retailer's perspective, he analyzed China's current retail environment, the plight of supermarkets, and the role of brands, urging brands to rethink their cooperation with supermarkets.
孟繁中The Underlying Logic of Retail Branding: 90% of Retailers Overlook It
The FMCG market has shifted from incremental growth to stock, and now to contraction, intensifying competition across the entire industry chain, with 'brutal' being the most apt description. On August 20, at the 5th China FMCG Retail Innovation Conference, Xue Wenfa, Deputy General Manager of Guangdong Yinxue Group and a senior private label expert, shared how retail enterprises can build differentiated competitive advantages through branding strategy in his speech titled 'Breaking Through Homogeneous Competition: Branding is the Urgent Task for Retail'. The following is an edited excerpt of his on-site speech, compiled by New Distribution for readers.
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