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3215 articles · Page 83 of 134
Want Want's New Product Promotion Encounters Cold Shoulder: Supermarket Retail Discounts Up to 50%, Inventory Turnover Reaches 91 Days!
China Want Want, listed on the Hong Kong Stock Exchange main board in 2008, has faced a decline in performance despite a 26.1% revenue increase in its 15-month financial report ending March 2018, with operating profit down 7.4% and net profit down 6.6%. New product promotions have been weak, leading to heavy discounts and slow inventory turnover, while the company's traditional channels and brand image struggle to adapt to changing consumer preferences.
张璐World Cup Ads Criticized, Ye Maozhong Discusses 22 Misconceptions of Chinese Brands
Amidst the World Cup, Chinese advertisements have faced widespread criticism, with at least two from Ye Maozhong's team. This article republishes Ye's piece on 22 misconceptions about Chinese brands, offering insights into brand building and addressing consumer conflicts.
叶茂中Dealers Often Win in Marketing but Lose in Management!
A dealer who had been successful in sales and profit growth is now struggling due to poor management, despite strong marketing capabilities. The article identifies common management issues such as excessive brand portfolios, lack of competitive brands, poor inventory control, and rough business tracking, and offers recommendations for improvement.
梁胜威News Flash | Master Kong Launches New Iced Tea; Mengniu Launches Fermented Milk to Counter Yili; Alibaba Retail Link Partners with Jing Brand...
Today's top stories: Jiangzhong Food Therapy receives 575 million yuan investment; Bright Dairy acquires two subsidiaries; Jing Brand and Alibaba Retail Link sign strategic cooperation; new national standards for natural mineral water and packaged drinking water released; Suntory products denied entry; Yangyuan's wealth management products reach 16.1 billion yuan. New products: Master Kong's tropical flavor iced tea, Mengniu's Smooth Day yogurt, and more.
New DistributionThe "Ye Maozhong-style Brainwashing" at the World Cup: Have You Been "Conflicted"?
Brainwashing originates from creating and resolving conflicts. This article analyzes the success of "vulgar" advertisements like Zhihu and Mafengwo during the World Cup, attributing their effectiveness to Ye Maozhong's conflict theory, which creates and resolves conflicts to leave a deep brand impression.
苗庆显The Biggest Lie in Marketing: Once the Brand Is Established, Products Sell Themselves
The claim that 'once the brand is established, products sell easily' is a myth that serves as an excuse for many. In reality, even big brands struggle to sell, and success often comes from factors beyond branding, such as channel strategy and operational excellence.
刘春雄Traditional 'Brand-Driven' and 'Channel-Driven' Strategies Have All Failed—What Is the True Path to Brand Success?
This article is authorized and sourced from Fanctory Fan Workshop (ID: fensigongchang). In an era where marketing without IP is unthinkable, IP is like a steamship in the Age of Sail or tanks in WWII—not just advanced weapons but a mindset from a higher civilization. Those who master IP will conquer the market. How to build an IP? Let's hear from Liu Chunxiong, the rotating dean of the Fan Research Institute. In the new marketing system, the most critical element is IP.
刘春雄2018 World Cup Sponsor Ads: Budweiser, Coca-Cola, or Mengniu—Whose Creativity Shines?
As the official beer sponsor of the 2018 FIFA World Cup in Russia, Budweiser's global ad campaign 'FIFA World Cup Ignite' showcases a cool new beer delivery method with AI drones and dramatic journeys, aiming to ignite fans' passion. Coca-Cola, a top-tier sponsor, also backs 15 national teams, the most among all sponsors. Chinese dairy brand Mengniu, as the first dairy brand to be a FIFA global sponsor, highlights 'Natural Power, Born Strong.' The article invites discussion on which brand's ad is more creative and promotes the upcoming 2018 China Digital Innovation Conference.
New DistributionFrom Pechoin to Feihe: Where Is the Next Billion-Yuan Opportunity?
In 2017, Pechoin's sales exceeded 17.7 billion yuan, making it the top domestic beauty brand; Feihe's 2017 sales surpassed 7 billion yuan, with a 2018 target of 10 billion, becoming the leading domestic milk powder brand. Why did they succeed? Through their success, can we deduce who the next era's product will be?
老衲Dealers Choosing 'Small Brands' - Think Twice Before Acting
Many company executives understand that in today's market, where products are largely oversupplied and competition is fierce, controlling distribution channels is key to success. This article advises dealers to carefully evaluate potential partners before committing, covering aspects such as financial strength, product marketability, advertising effectiveness, sample markets, market coverage, pricing stability, anti-diversion measures, financial policies, market services, and corporate culture.
卢旭成Coca-Cola's Transformation: What Outcome Will It Lead To?
Coca-Cola is also pursuing a "total beverage company" strategy in China. Its brand recognition and mature sales network can serve as a springboard for new brands in their early stages, but they will then face more complex market challenges.
王怡The Three Levels of Hunger Marketing: How Far Are You from Being a Master?
Hunger marketing is often equated with limited supply, but true hunger marketing creates an invisible battlefield behind the limited supply, where users compete for the product. This article explores the three levels of hunger marketing, from scarcity to loss and regain, to competition, and illustrates how to design effective campaigns.
康熙师爷Why Is Jiangxiaobai's Sales Still Far Behind Laocunzhang Despite Its Hype?
Jiangxiaobai has achieved phenomenal success in communication, but its sales volume is not commensurate with its fame. The article analyzes the reasons behind this discrepancy, arguing that the brand's attempt to cultivate a new drinking culture among young people is an uphill battle, and its brand image conflicts with traditional drinking scenarios.
苗庆显Slogans: The More Down-to-Earth, the More Valuable and Marketable
A slogan is the soul of a brand, embodying its core values and serving as the most crucial element in brand building. Once a slogan is down-to-earth and relatable, its power naturally rises and becomes unstoppable. Slogans are action and combat power; a good slogan can touch hearts directly and rival a mighty army.
窦林毅Five Experts Diagnose: Is PepsiCo's Entry into the Apple Cider Vinegar Market an Opportunity or a Disaster?
After nearly two decades of development, apple cider vinegar drinks remain a niche beverage, but PepsiCo's sudden entry at this moment raises the question: can it stir up this lukewarm market and create waves? Five experts—Zhu Qiming, Zhang Ji, He Mu, Zhu Danpeng, and Zhang Feng—jointly 'take the pulse' of the situation.
松露How Do Traditional FMCG Professionals Do Internet Marketing?
Cai Haibin, a veteran FMCG marketing expert and general manager of the retail division at Zhongjing Grand Kitchen, shares his insights on how traditional FMCG companies can approach internet marketing. He outlines seven pain points of traditional marketing, seven difficulties in going online, and offers four key recommendations for transformation.
蔡海彬Amazing IP: What Makes a Distributor Earn a Million in a Year?
Peppa Pig has taken the world by storm, and one distributor in Chongqing earned a net profit of one million yuan in a year by distributing food products featuring the animated character. This article explores the power of animation IPs, the reasons behind their success, and the implications for distributors selecting products.
New DistributionE-Distributor Sells Out Brand's 60-Day Inventory in 10 Minutes, Achieves 5-Fold Annual Sales Growth
During the 2017 Double 11 shopping festival, Retail Link's daily transaction volume surged 177 times compared to the same period last year. Behind this massive volume lies a group of low-profile online distributors, known as TP merchants or E-distributors, who rely on the Retail Link platform. New Distribution recently interviewed Wukong, CEO of Shanghai Yulu Ren Industrial Co., Ltd., one of the top five TP merchants on Alibaba's Retail Link, to explore how this internet-based distributor leverages the platform for FMCG agency business and how he views the differences between internet-based and traditional offline distributors.
新经销100人Consumers Have Changed, and So Has RIO
Liu Chunxiong once said that all products should have social attributes, meaning they carry their own topics and serve as social currency. Recently, RIO's floral water-flavored premixed cocktail went viral on social media, sparking widespread discussion. The product, launched in collaboration with Liushen, sold out 2,500 sets in 17 seconds during its first pre-sale on Tmall, demonstrating its immense popularity.
New DistributionNews Flash | Uni-President Enters Soy Milk Category with New Product; Luzhou Laojiao Laozihao Tequ Suspends Supply; Coca-Cola Invests in Health Drinks...
Today's headlines include Luzhou Laojiao's Laozihao Tequ suspending supply in Henan with a price increase, Coca-Cola investing $66 million in a new dairy plant, Tencent's new retail partnership with Liqun, and more industry updates.
New DistributionNews Flash | Coca-Cola and Pepsi Launch New Products; Wahaha's 2017 Revenue Released; Yili and Master Kong on the List...
Today's top stories: Wahaha's 2017 revenue was 46.45 billion yuan, down 6.46 billion from the previous year; Beibingyang (Arctic Ocean) soda expands nationwide with its East China base; import tariffs on daily consumer goods are reduced, with Nestle and Danone assessing the impact; Wumart launches a new community fresh food store brand; Coca-Cola introduces a new fiber+ cola, Pepsi launches a vinegar-based drink, Yili upgrades its Zhenxi ice cream line, and FamilyMart introduces a beer-flavored soft serve; Forbes releases the Global 2000 list featuring Chinese food and beverage companies; and more industry news.
New DistributionCan the WeChat Ecosystem Help Brands Unblock the Digital Transformation of Distribution Channels?
From the perspective of interpersonal relationships, business can be divided into two types: business with acquaintances and business with strangers. WeChat builds social connections before business, where trust is guaranteed by personal reputation, giving rise to KOLs, micro-businesses, and content e-commerce. Taobao, on the other hand, facilitates transactions between strangers without social interaction, leading to a credit rating system that addresses trust and safety issues. Both have created trillion-yuan markets. However, an interesting phenomenon is that one-on-one business relationships often evolve into acquaintances over time. The B2B market is a hybrid, where relationships are crucial. Currently, most B2B platforms focus on transaction flow, but the real opportunity lies in leveraging WeChat's ecosystem to build a super router that connects all supply chain members, enabling seamless communication and transactions without migration costs.
赵波Salespeople Who Dare to Mention These 18 Problems Should Be Fired Immediately!
Salespeople often make excuses for poor performance, citing reasons like product quality, market conditions, or customer behavior. This article lists 18 common excuses and then outlines 18 mistakes that salespeople should avoid, emphasizing self-confidence, product knowledge, planning, and a positive attitude.
New DistributionHow to Make Your Brand More Appealing to Young People?
Adapting to the new era's context can reactivate aging brands. Like products, brands have their own life cycles, and only through continuous rejuvenation can they maintain vitality and avoid being abandoned by users. Brand rejuvenation is a frequently discussed topic, and many traditional brands have shown personality in new media, which is a clear sign of rejuvenation. However, it is not as simple as writing jokes or acting cute on Weibo or WeChat. This article discusses the topic of brand rejuvenation.
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