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Browse 3215 New Distribution articles about Brand Marketing.
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3215 articles · Page 82 of 134
Blue Moon, a Marketing-Savvy Brand, Falls from Its Pedestal; Distributors Say 'Good Product but Poor Marketing'
Blue Moon, once the dominant laundry detergent brand in China, has seen its market share decline from 23.4% in 2012 to 20.3% in 2016, while Liby has risen to become the new market leader with a 26% share in 2017. Distributors lament that despite a good product, Blue Moon's marketing has been ineffective, leading to its fall from grace.
戴曼曼Naaisi President Zhuang Qichuan Dies of Illness; Used a Bar of Soap to Rank Fifth Globally
On July 11, Zhuang Qichuan, 66, Party Secretary and President of Naaisi Group, passed away due to illness. Compared to some well-known entrepreneurs, Zhuang was low-key, but his company Naaisi was one of the few Chinese firms able to compete with foreign giants like P&G. Since 1994, Naaisi has been a leading domestic detergent company, owning famous brands such as Diao Pai, Chaoneng, and Naaisi, with sales exceeding 19 billion yuan in 2015, ranking fifth globally. A P&G president once marveled: "Where water doesn't flow..."
张静波The Four Realms of Marketing Professionals: Which Level Have You Reached?
Many marketing executives in companies often use two stories for training: 'How to sell combs to monks' and 'Selling crutches, cars, and stretchers'. This reflects a common misconception in Chinese marketing: emphasizing techniques over thinking. The article argues that China lacks excellent marketers, not advanced techniques, and outlines four realms—wisdom, professionalism, integrity, and self-discipline—that marketers must master to succeed.
丁永征Is Disintermediation a False Proposition? The Internet Cannot Replace the Role of Intermediaries!
This article is a reading note on the book 'The Middleman Economy' by Marina Krakovsky, published by CITIC Press. It argues that despite the internet's potential to eliminate intermediaries, they persist and thrive because they provide value through roles such as bridging, certifying, enforcing, risk-taking, concierge, and isolating, which the internet cannot fully replace.
New DistributionAfter War Horse, VOSS Will Rise: How Many Spare Tires Has Huabin Prepared for Red Bull?
With the Red Bull trademark dispute intensifying, Huabin Group has launched a domestic version of its VOSS water brand, aiming to find alternatives to Red Bull. Industry insiders note that after the dispute began in late 2016, Huabin introduced the War Horse brand to replace Red Bull, but it has failed to compensate for losses, prompting the company to seek other brands to form a collective force.
蓝鲸产经What Books Should FMCG Practitioners Read When Transitioning to Internet Marketing?
Zhou Feng, Vice President of Meicai.com, a veteran marketer with over 20 years of traditional marketing experience, has successfully transitioned to the internet. At a recent internal management trainee training session, he recommended his personal book list, which New Distribution has republished for its readers.
周峰After 130 Years, Lee Kum Kee Finally Enters the Vinegar Market!
Lee Kum Kee, a century-old condiment giant, has quietly launched its first vinegar products in China, marking its entry into the fragmented vinegar market. The move is seen as a strategic effort to find new growth and potentially reshape the industry with premium, zero-additive offerings.
松露How Can Distributors Make the Most of 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years but remains underdeveloped. For distributors, it means not only treating every employee as a sales touchpoint but also integrating marketing across the entire chain, involving changes in relationships with brands, employees, and consumers.
黄润霖Wei Qing: Will the Old Generation of Offline Marketers Be Out of Work?
Wei Qing, a veteran FMCG marketing expert, shares his views on new retail, FMCG B2B, and the future of traditional distributors and marketers. He argues that online channels currently hold a small share, B2B models are still evolving, and the core challenges remain team management. He believes that experienced offline marketers will not be obsolete, as their skills in managing large sales teams are still in demand, and distributors will not be eliminated as a class, though individual businesses may fail if they don't adapt.
魏庆Masterstroke by Master Kong: A Hidden Strategy!
On June 26, the launch ceremony for the 'Space Spirit China Tour and Master Kong's Inclusion in Xinhua News Agency's National Brand Project' was held in Beijing, marking Master Kong's initiation into the project. As a leading FMCG company, Master Kong's every move attracts attention. This time, the focus is on Master Kong's partnership with China's space program to promote space science education and the space spirit, a strategic move with profound implications for its present and future.
袁来Rather Than Switching Jobs, Switch Your Circle
The article argues that when you feel you have stopped growing in your professional circle, instead of changing jobs, you should change your circle. It explains that changing circles brings new ideas, new fields, new lifestyles, and faster progress, illustrated with examples and a story about a retired cadre who found joy and growth by driving for Didi.
梁胜威Two Forms of Digital Upgrade for Brand Owners' Distribution Channels
In recent years, digital upgrades to FMCG distribution channels have become a basic consensus among brand owners, who face issues like multiple layers, high costs, low efficiency, and lack of precision and control in traditional distribution. This article discusses two stable business models: a partner model based on same-city logistics and an integrated online transaction model based on the WeChat ecosystem, both of which aim to achieve digital upgrades without disrupting existing channel networks or price systems.
赵波Adapting to Every Move, Staying Orthodox While Surprising: The Inner Skills of Regional Managers in Market Operations
This article discusses the essential skills for regional managers in attacking and defending markets. It emphasizes the importance of strategic planning, understanding the competitive landscape, and executing both offensive and defensive tactics effectively.
方刚Deconstructing the Marketing Tactics Behind 'Three Squirrels'
Successful enterprises cannot do without successful marketing, and Three Squirrels is such a company. Founded in February 2012, it achieved the top sales in the snack and specialty food category on November 11 of the same year in less than a year, a growth rate that is truly astonishing. Why was Three Squirrels able to achieve such results in less than a year? What is its marketing secret? Today we will dissect the marketing tactics behind these three cute little squirrels.
Deity008Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, using a case study of a leading brand's 'Heaven-sent Wealth God' display activity.
张宇Four Keywords for New Brand Marketing: Scene, IP, Community, and Communication
Internet traffic is divided into platform traffic and independent traffic. Independent traffic comes from communication, which is the core of new marketing. The four keywords—scene, IP, community, and communication—are essential for creating independent traffic.
刘春雄Creating a Billion-Dollar IP Era: Youxiaojun IP New Product Dealer Tour - Visiting Dunjie
The article discusses the growing importance of IP in the FMCG industry, highlighting Disney's acquisition of 21st Century Fox and the success of IP-based toys like Peppa Pig. It introduces Youxiaojun Food's investment in popular IP licenses and its 'IP New Product Dealer Tour' to engage distributors, with the first stop at Dunjie Supply Chain Management in Shijiazhuang, where General Manager Qiang Huitao shares his views on leveraging IP traffic for retail success.
VboeLauWhen We Talk About Marketing, What Are We Really Discussing?
As an FMCG professional, marketing is a familiar term. In daily work and meetings, we often discuss target markets, channels, and product sell-through. However, with the rise of mobile internet, traditional marketing concepts like 4P are being replaced by new ones such as traffic, communication, and IP, reflecting a shift from channel-centric to user-centric approaches.
任小东、袁来News Flash | Bright Food Welcomes New President! Nongfu Launches Bubble Tea! Chengde Lulu Defends Trademark, Claims 90 Million! Domestic VOSS Goes on Sale! Kedi Launches 'Super Spicy Fire Noodles'!
This issue covers Bright Food's new president, Chengde Lulu's trademark lawsuit, Jingzhi's partnership with Alibaba, domestic VOSS water launch, and new product releases from Nongfu, New Hope, Calbee, and Kedi.
New DistributionWhat Exactly Does a Marketing Director Do? Scope of Responsibilities, Authority, and Accountability
The core KPIs of a marketing director revolve around three key areas: achieving performance targets, designing and executing business models, and marketing management. This includes meeting sales and profit goals, developing competitive business models and marketing policies, and establishing systematic marketing management systems covering team, channel, and objective management.
New DistributionNews Flash | Mengniu Comments on Messi Partnership for First Time; Hongmeng Guoyao's Presence Ignored; COFCO and Kedi Launch Hit New Products; Abbott Denies $9 Billion Sale Rumors; Starbucks Gives Up Selling Tea...
Mengniu commented for the first time on its partnership with Messi, while Hongmeng Guoyao lost a lawsuit against a lawyer. Abbott denied rumors of selling its nutrition business for $9 billion. Kedi and COFCO launched new products, and Starbucks introduced Teavana packaged tea. Shunxin Agriculture forecast strong profit growth.
New DistributionChina Want Want's Fall: A Can of Want Want Milk Sold for Over 20 Years, 50 New Products a Year Hard to Create a Hit
Li Ziming has grown from a milk-drinking child to a primary school teacher, but Want Want milk remains the same can. China Want Want's main product, Want Want milk, has been on the market since the 1990s, with sales skyrocketing. A product sold for over 20 years, the continuous decline in recent years is not surprising. In the early years, Want Want milk dominated the reconstituted milk beverage market, but today, with abundant products, this former strong children's beverage IP has reached a greasy middle age. Since 2014, Want Want milk's performance has fallen below 10 billion yuan, and two years later below 8.5 billion yuan.
陈晓京World Cup Vulgar Ads: Children Distinguish Beauty and Ugliness, Adults Only Consider Pros and Cons
For most Chinese brands, building brand salience is the most critical and fundamental step. During the World Cup, which occurs every four years, human hormones are at their peak, and advertising during this period can be highly effective if used well, despite criticism of 'brainwashing' ads.
苗庆显Hold On Tight! 160 Billion Streams to Put You in the Headlines!
In recent years, IP products have taken the market by storm, especially Peppa Pig merchandise, bringing both fame and fortune to companies and distributors alike—truly 'making money while lying down.' Animated IP products mainly target the children's market, which has vast growth potential, with an estimated market capacity of 3 trillion yuan. Through market research, it was found that Liaocheng Haojiayi Bio-Lactation Co., Ltd., together with Shanghai Youxiaojun Food Co., Ltd., has secured the rights to four major IPs—Peppa Pig, PAW Patrol, Octonauts, and Chuggington—this year, making a full-force entry into the children's beverage market.
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