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Coca-Cola Sells So Well, Why Does It Still Advertise?
Many people wonder why well-known brands like Coca-Cola continue to advertise heavily. This article explains that advertising is crucial for maintaining brand awareness, reinforcing memory, and driving sales, using examples like Jianlibao and the Ebbinghaus forgetting curve.
卫夕Distributors' Puzzles and Solutions: Talent, Management, Capital, Brand, and Channels
This article addresses common challenges faced by FMCG distributors in China, including talent retention, management efficiency, capital constraints, brand building, and channel strategy, providing practical solutions for each.
崔自三News Flash | New Product Onslaught! Uni-President, Coca-Cola, Vitasoy Launch New Products; "Most Popular FMCG Brands" List Released; Price Hike Confirmed, Luzhou Laojiao General Distribution Products Up 15%...
On China Brand Day, the "Most Popular Chinese Brands" list was released, with Nongfu Spring, Blue Moon, Moutai, and Southern Black Sesame topping the FMCG category. Luzhou Laojiao raised prices by 15% for general distribution products due to rising packaging costs. New products from Uni-President, Vitasoy, Coca-Cola, and others were unveiled, while Walmart moved to acquire a majority stake in Flipkart.
New DistributionBrands Raise Prices, Terminals Discount: How Hard Is It for Domestic Beer to Actually Raise Prices?
As temperatures rise and beer enters its peak sales season, Beijing Business Today reporters found that domestic beer brands have launched promotional campaigns before the peak season. Despite collective price increases by Yanjing, Tsingtao, and Snow at the beginning of the year, terminal discounts remain significant, reflecting the difficulty of real price hikes amid years of declining sales and profits.
薛晨News Flash | Uni-President Launches New Premium "Life Noodles"; Mengniu Dairy Grants New Round of Equity Incentives; Tsingtao Beer Reportedly to Raise Prices Again; JD.com Q1 Net Profit 1.5 Billion Yuan...
This issue covers Tsingtao Beer's reported price increase, Mengniu Dairy's new equity incentive plan, Q1 market share data from Kantar Worldpanel, Yantang Dairy's new flagship plant and international partnerships, new product launches from Uni-President, Oreo, and Lipton, JD.com's Q1 earnings, Ausnutria's sales growth, and other industry news.
New DistributionReader Zong Qinghou: Drifting in the Great Transformation, Neither Joyful nor Fearful
At the 2018 China (Luohe) Food Marketing Innovation Summit and the 3rd Leisure Food Manufacturers' Precision Matchmaking Conference, free registration is underway. Zong Qinghou, the head of Wahaha, appeared on the second season of 'The Reader' and recited a poem, conveying the weight of life with sincerity. He read a passage from Ji Xianlin's 'Reflections at Eighty', dedicating it to the younger generation.
New DistributionNew Hope Dairy's IPO 'Return', Can the Former Richest Man Reshape the Dairy Industry?
On April 27, New Hope Dairy Co., Ltd. updated its prospectus on the CSRC website, planning to issue 85.3711 million shares on the Shenzhen Stock Exchange, accounting for 10% of the total shares after issuance. This is New Hope Dairy's second attempt at an IPO. As a dairy company under former Chinese richest man Liu Yonghao, it carries his ambitions for the dairy industry.
中食财经Behind P&G's Fall from Grace: The Failure of Traditional Competitive Advantages in the FMCG Industry
P&G's difficult situation is evident from its declining sales and profits over the past decade. The company's struggles stem from the breakdown of its traditional strengths in brand marketing and distribution channels, which have been disrupted by the rise of e-commerce and changing consumer behaviors.
TomDistributors Who Can't Launch New Products Will Never Grow Big!
A distributor who only sells mature products won't succeed. Under the banner of big brands, distributors can generate volume without much effort. What truly demonstrates your capability is when you're given a new product. With a similar market starting point, how do you perform compared to other distributors? Conversely, a distributor skilled at launching new products must excel in strategy, management, execution, and competition, leading to more growth opportunities! 01 Launching new products gains manufacturer policy support. When operating new products, companies often provide incentives; companies that don't understand incentives are also misguided in new product promotion. P&G's launch of Runyan shampoo spared no effort in consumer activities, with continuous advertising, new product launches, and promotions, but without special support for channel profits, which was one of the main reasons for P&G's failure.
New DistributionFrom Jiangxiaobai, Maoduoli and Xiaoguan Tea: The Apparent and Hidden Aspects of Success
The article discusses the difference between the apparent and hidden factors behind successful products and brands, using examples like Jiangxiaobai, Maoduoli, and Xiaoguan Tea. It emphasizes that copying surface-level tactics without understanding the underlying capabilities and resources is futile.
小马宋The 'Nine Swords of Dugu' for Peak Season Marketing: Attack Only, Never Defend, Every Move Lethal!
As the weather warms, the annual FMCG consumption boom approaches, bringing fiercer competition. This period is crucial for manufacturers and distributors to drive product turnover, capture share, and build brand awareness. To stand out in this peak season battle, this article shares a proactive 'Nine Swords of Dugu' strategy across three areas: distribution channels, retail channels, and market tactics.
邢仁宝2018 Ranking of China's New First-Tier Cities Released: Where Is Your Ideal City?
Cities are products of human aggregation. As people flock into cities, these spatial entities gain immense power. Yet, growing environmental and social issues remind urban planners, operators, and citizens to ponder: what makes an ideal city? Using increasingly rich urban data, an evaluation system can be built to outline the ideal city. Based on the latest year's commercial data from 170 brands, user behavior data from 19 internet companies, and big data from data institutions, CBN's New First-Tier Cities Research Institute ranked 338 cities at or above prefecture level in China.
New DistributionIn a Red Ocean Dominated by Oligarchs, How Does Le Chun Yogurt Win?
FMCG products are characterized by high consumption frequency, short usage cycles, and a vast consumer base, making the industry a huge market. However, with many players vying for a share, success is challenging. Le Chun Yogurt, a later entrant, has thrived by innovating its business model, shifting from a resource-driven to a user-driven approach, which has enabled it to sell over a million boxes monthly at premium prices.
木小豆Wang Sicong's EROS GABA New Product 'Ji Yin' Makes a Splash at Shanghai EDC Music Festival
In recent years, the consumer base for functional drinks has shown a trend toward younger demographics. With the rapid rise of the young 'nouveau riche' group, how to communicate with these young people who enjoy various pan-entertainment cultural forms such as music, e-sports, nightclubs, and live streaming, and create exclusive functional drinks for them, has become a top priority for many beverage brands. On April 29-30, EDC CHINA, one of the world's largest music festivals, grandly debuted at Shanghai International Music Village. As the official designated energy drink, the young trendy vitality drink EROS, created by 'National Husband' Wang Sicong, also appeared at the electronic music festival, not only serving as the 'vitality charging station' for the 'ten-thousand-person rave' but also using electronic music to present this 'unique' trendy vitality drink to everyone.
New Distribution5 Systems for Marketing Personnel Growth
Marketing is an art. To successfully manage a market and achieve growth, one must integrate with it. By using a positive mindset and energy to identify obstacles, and by 'comprehending' oneself, the market, customers, competitors, products, and growth points, one can understand what the market lacks and how to drive progress. There are no unsolvable problems or undevelopable markets; everything hinges on 'comprehension.' The growth of marketing personnel mirrors market development—not seeking perfection, but constant improvement. This article briefly discusses the 5 systems that foster the growth of marketing personnel.
侯文杰Brand Aging, Single Channel, High Costs: How Can Sanquan Save Itself?
As a leading enterprise in China's frozen food industry, Sanquan Food Co., Ltd. (hereinafter referred to as "Sanquan Food") has still failed to avoid the embarrassment of mismatched revenue and net profit, as well as a long-term low net profit margin. The company's net profit margin has continued to decline in recent years, and despite growth in 2017 and Q1 2018, it has not yet recovered to 2012 levels.
易翠爽News Flash | Q1 2018 Huabin Sales Exceed 7.8 Billion; Beingmate Faces Delisting Crisis? JDB's New President Makes First Public Appearance..
Today's top stories: Huabin FMCG Group's Q1 sales exceeded 7.8 billion yuan; JDB's new president Li Chunlin made his first public appearance, announcing a strategic plan for a strong comeback; Yanghe denies adjusting retail prices amid rumors of price increases; PepsiCo upgrades Quaker; Beingmate faces delisting risk after two consecutive years of losses; Lotte reportedly plans to sell 22 Beijing stores to Wumart.
New DistributionMajor News: Coca-Cola Invests in Internet-Famous Yogurt Brand LePur!
New Distribution has learned that LePur, a popular internet-famous yogurt brand in China, has received a strategic investment of several hundred million RMB led by Coca-Cola, making Coca-Cola its second-largest shareholder, with existing investors IDG Capital, ZhenFund, Dahe Capital, and Maixing Investment all following the round. This marks Coca-Cola's first strategic investment and partnership with a startup in Asia. LePur is an internet-driven FMCG company that has gained a loyal following through digital marketing and user-centric operations.
New Distribution“Copied” or “Copycat”? Uni-President’s “Xiaoming Classmate” Infringement Case Escalates!
In the FMCG industry, counterfeit products are rampant, with many imitations of popular brands like “Six Walnuts,” “Xiaoming Classmate,” “Lulu,” “Fruit Orange,” “Red Bull,” and “Coconut Juice.” Uni-President’s “Xiaoming Classmate” tea, a hit among young consumers, faced its own infringement lawsuit when Beijing Zhuomu Century Network Technology Co., Ltd. claimed the character design was copied from their “Xiaoming Classmate” creation. After an initial victory for the plaintiff, the case took a surprising turn in the second-instance trial, where the court ruled in favor of Uni-President, a decision that has sparked controversy and raised questions about judicial fairness in intellectual property protection.
邓皓After New Product Distribution, Why Do Nine Out of Ten Fail? Have You Considered These Reasons?
In the process of introducing new products to regional markets, the effectiveness of the initial distribution and whether it meets expectations are often key factors determining success or failure. Many distributors can distribute quickly, but market activation is slow. Once products don't sell, it leaves a bad impression on retail stores, affecting long-term relationships and making future distribution difficult.
New DistributionWhat Should Leading Brands Do When the Category Declines?
The instant noodle industry in China has been shrinking, and leading brands face significant challenges. Master Kong's experience and lessons over the past three years offer valuable insights. From 2014 to 2016, the industry declined, but in 2017, it showed signs of recovery, with Master Kong's revenue and profit rebounding.
陆杨Dongpeng Te Yin, after years of operation, seeks to rise amid the chaos, but still has shortcomings in channels and brand
In the 1990s, Red Bull entered the Chinese market and began to spread the concept of 'energy drinks'. Since then, Red Bull has dominated the energy drink market in China. According to a 2017 research report by Essence Securities, Red Bull continues to lead the industry with an absolute advantage in market share. However, in 2016, a conflict broke out between Thai Tencel and China Huabin Group over the Red Bull trademark license, and the trademark dispute remains unresolved, providing opportunities for other companies and brands in the industry. In recent years, Dongpeng Te Yin has been making continuous efforts in the market. According to Jiahua Weiye Capital, an investor in Dongpeng Te Yin, the company currently holds a market share of 10.19%, closely following Red Bull. So, can the 'market runner-up' seize the opportunity to overtake?
陈祺欣Li Jiaoshou's Missed Shot Is No Big Deal; Sharpshooters Are Made of Bullets!
Rumors are often true, and Li Jiaoshou has indeed left Baidu. Despite his failure in practice, his marketing methodologies remain valuable, and all marketers should learn from his dedication to consumer communication and behavior.
苗庆显Product-Scene Matching: The New Opportunity in New Marketing!
The article argues that matching products with specific consumption scenarios is the key to new marketing opportunities, using examples like Jiangxiaobai's 'four small scenes' for the new generation, Xiaoguan Tea's convenience scene, and Hubang Chili Sauce's takeout scene, among others.
刘春雄