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3215 articles · Page 81 of 134
Coca-Cola, Uni-President, Mengniu, Bright, Tsingtao Beer and Other Brands, and Local Distributors with Sales Over 100 Million Will Gather in Shanghai for This Big Event!
A grand event in the FMCG sector is counting down! In addition to Coca-Cola, Mengniu, Uni-President, Bright, and Tsingtao Beer, many leading FMCG brands such as P&G, Nestlé, Unilever, Lai Yifen, and RIO will gather in Shanghai with their executives, department directors, and regional managers for the FDIC 2018 China FMCG Digital Innovation Conference, hosted by New Distribution and guided by the FMCG Branch of the China Electronic Commerce Association. The conference will feature sessions for distributors and brands, covering topics like digital distribution, efficient operations, new marketing, and channel innovation.
FDIC2018Old Products Deserve Elimination? No! Here's the Secret to Their Second Rebirth!
Old products are a company's wealth and heroes, having dedicated their 'youth' to the enterprise. As time passes, those with good sales are retained for upgrade or maintenance, while poor performers face discontinuation. This article discusses how to leverage the advantages of old products and rejuvenate them for a second leap.
杨云生Why Did This Resurgent New National Brand Team Up with New Retail Sensation Hema?
This summer, Bright Dairy's ice cream nearly disappeared from Shanghai's market, yet it remained available at Hema. The article explores the historical rise and fall of Chinese national brands, the reasons behind Bright's market retreat, and how Hema's new retail model has revitalized the brand.
万德乾Marketing = Communication: Like It or Not, This Era Has Arrived
This article discusses the concept that marketing equals communication, tracing its origins from Ye Maozhong's early proposition to Liu Chunxiong's '4P is all communication' in the internet era, and delving into Schultz's Integrated Marketing Communications (IMC) theory. It explains four key concepts of IMC—all contact points, information flow, unified communication, and interaction—and argues that in today's digital environment, interactive communication is the only efficient marketing method, urging marketers to adapt or risk being left behind.
苗庆显Nongfu Spring Prepares for IPO? Or Is It Extremely Short of Money...
Nongfu Spring was rumored to be preparing for an IPO, but the company denied it, calling it routine coaching. However, insiders suggest the company may need significant funds for strategic moves, including deploying 100,000 self-service vending machines and other initiatives.
阿茹汗 李珂Can a Niche Product Become a Blockbuster?
This article argues that niche products can indeed become blockbusters, and if they succeed, they are highly likely to become major products. It explains that while mass markets are divided among many competitors, niche markets, driven by strong emotional identification, can be monopolized by a single product, especially when activated through social media and IP.
刘春雄Why I Disapprove of 'Drinking Laobaigan Won't Give You a Headache'
As an industry insider who has long followed Laobaigan's development, I was upset by its new positioning slogan 'Drinking Laobaigan won't give you a headache.' This article criticizes the slogan for being a correct but useless statement that fails to support the brand's high-end positioning, and argues that positioning theory is outdated in the mobile internet era.
牛恩坤In-depth: Behind the Heineken-Snow Merger: The Enemy of My Enemy is My Friend
Heineken and China Resources Beer have agreed to a strategic partnership, with China Resources acquiring a 0.9% stake in Heineken and merging Heineken's China operations with its own. The deal aims to strengthen China Resources' premium beer portfolio and expand Heineken's presence in China, as both face competition from AB InBev.
新啤酒The Value of Solitude! Tao Shiquan Opens Up for the First Time: Do You Really Understand Jiangxiaobai?
In early 2012, Jiangxiaobai was predicted to 'not survive a year.' Six years later, it is still alive and thriving, with 2017 sales of 1 billion yuan and presence in 50% of the national market. Founder Tao Shiquan shares his strategic insights, emphasizing long-term value, innovation, and the importance of solitude in driving meaningful change.
微酒团队Distributors Struggling with Transformation and Upgrading? Maybe You Don't Know How to Leverage Brand Owners!
This article explains how distributors can leverage brand owners' industrial internet marketing platforms to transform and upgrade. It defines key concepts, discusses the necessity of transformation and upgrading, and provides a step-by-step guide on how to use these platforms to increase efficiency, reduce costs, and boost revenue.
王焕之News Flash | Sneak Peek! Heineken's Latest Non-Alcoholic Beverage Ad; Fonterra Chairman Resigns Due to Illness? Schweppes Launches New +C Reduced Sugar Version; Mixing Energy Drinks with Alcohol is Dangerous...
This article covers recent FMCG news: Heineken's new ad for its non-alcoholic beer 0.0, Fonterra's chairman resignation, a partnership between Xingmei Holdings and Coca-Cola, a strategic agreement between Jing Brand and Alibaba, new product launches (Schweppes +C reduced sugar, New Hope's A2 fresh milk, Kellogg's cereal), financial reports from Fuling Zhacai and Liqun, and industry updates including a2's Manuka honey milk powder, Yilite's new products, an investment in Little Secrets, a food safety incident, and a warning about mixing energy drinks with alcohol.
New DistributionNew Marketing: IP-Driven, Products Must Be Tempting!
This article discusses the challenges and opportunities in marketing during the digital age, emphasizing the shift from traditional to new marketing strategies driven by social media and IP. It highlights examples like Jiangxiaobai and Taishan Original Beer, and outlines a four-module framework for implementing new marketing in the baby products industry.
刘春雄You Didn't Do Anything Wrong, It's Just That You're Too Old
The article discusses how even tech giant Tencent fears consumer changes, and uses the decline of Jianlibao and the rise of Jiangxiaobai as examples to illustrate the importance of adapting to new consumer trends. It then promotes the FDIC2018 China FMCG Digital Innovation Conference, featuring five brand marketing experts who will share insights on brand marketing in the new consumption era.
刘少德Consumer Entrepreneurship Isn't Sexy: What Are the Real Opportunities for Entrepreneurs?
In the wave of consumption upgrading, a batch of localized, personalized, and precisely positioned consumer brands have become leaders in their niches through innovation in products and marketing, gaining capital favor. This article discusses how to view consumer entrepreneurship, its main development models, the essential qualities for consumer entrepreneurs, and the real opportunities for new consumer brands.
新消费第一媒体The First Pitfall of Niche Marketing: Mistaking Segmentation for Niche
Niche products naturally carry topics, which is precious in an era of information overload and scarce attention. The brand advocacy brought by niche will be the brand's greatest asset in the future.
苗庆显Even If It's Niche, It Can Stand at Center Stage
Niche has always existed, and the phenomenon of niche standing at center stage has occurred before, but usually after it became mainstream. Now, niche can directly stand at center stage, thanks to the rise of the middle class and social platforms. In the process, the conflict between niche fans and detractors is amplified, making niche inherently prone to criticism.
刘春雄Brands Are Dead, IPs Have Arrived: Why Distributors Should Abandon Products Without Content Communication Capabilities?
Why have TV ads become ineffective? In the past, consumption was about following the crowd; now it's about leading. Consumers no longer seek mass conformity but niche self-expression. With the rise of subcultures, communities, and individuals, brands and marketing face uncertainties. In the internet age, if a brand cannot build strong relationships with users, it will be overwhelmed by information. The best methodology is IP, which can turn weak relationships into strong ones, enabling user acquisition, content distribution, and transaction generation.
赵波The Business Logic of FMCG Has Really Changed!
The FMCG industry has been struggling in recent years, with almost all brands experiencing decline. The real competitors are not the usual suspects but unseen forces like high-speed rail, food delivery, and new consumer trends, necessitating a digital transformation in marketing and channels.
赵波Where Is the Way Out for Brand Owners? Come and Find Out!
The digital upgrade of FMCG distribution channels has become a basic consensus among brand owners, who face problems such as multiple layers, high costs, low efficiency, and lack of precision and control in traditional distribution. This article explores two viable business models for brand owners to achieve digital channel upgrade without disrupting existing business models or channel interests.
赵波Discussion: Which Pharmaceutical Company Makes the Best FMCG Brand?
Online voting has officially started; click 'read original' to view. It's a trend for pharmaceutical companies to enter FMCG, but can we find a pattern of success in these reviews? Wanglaoji Herbal Tea was the pioneer. Chen Hongdao, the Hong Kong agent, discovered the brand was owned by Guangzhou Pharmaceutical Group, and in 1996 they signed a lease agreement. However, for a long time, Wanglaoji struggled to find a suitable development model.
纳兰醉天Liby's Liubizhi Gets a New Spokesperson: Where Are Domestic Oral Care Brands Headed?
Can changing spokespersons solve brand aging? This article examines the challenges facing domestic oral care brands, using examples like Liby's Liubizhi, Nice Group, and Weimeizi Shuke, and argues that without clear positioning and consumer insight, advertising alone cannot drive sales in today's market.
纳兰醉天38 Days to Ignite Weixian Market: Green Ridge's New Marketing Approach
Despite the traditional off-season for plant-based protein drinks in May and June, the Weixian market saw rapid sales growth in just over a month through the introduction of a new marketing system and the quality of Green Ridge products. This case study analyzes how the system drove quick sell-through, achieving 8,630 cases in 38 days.
New DistributionThe World Cup is over, but the only ad I remember is theirs
As the final whistle blew, I reflected on what this World Cup brought me. As an amateur observer of brand advertising, I witnessed the incredible things Mengniu Guanyirui did during the tournament, making it the most memorable brand among the 17 top sponsors.
New Distribution50 Fun Facts and Insider Secrets About Advertising
This article presents 50 intriguing and little-known facts about advertising, branding, and marketing, ranging from the origin of Coca-Cola's Chinese name to the hidden meanings behind famous logos and the strategies of major brands.
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