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At 70, Zhao Qisan Starts a New Venture: Will Premium Salt Be the 'Savior' He Brings for His Former Golden Monkey?
Since 2017, when news broke of Zhao Qisan's cooperation with Henan Weiqun Salt Industry, Zhao has been appearing as the founder of Golden Monkey. At the 2018 Two Sessions, as a deputy to the National People's Congress, he finally 'endorsed' the salt industry, aiming to launch a premium salt product. This article examines whether this new venture can succeed given his past challenges and the chaotic salt market.
梨叔Distributors: How to Seize the Wedding Banquet Market? Five-Step Marketing Approach for the Banquet Market
As daily consumption among the general public remains sluggish, many baijiu companies are seeking new consumption channels, making the mass banquet market increasingly valuable. It has become a hotly contested arena for distilleries, distributors, and terminals (mainly circulation terminals), and a core channel for cultivating baijiu consumers.
朱志明Hongmao Medicinal Wine Incident Continues to Escalate: When Will Food and Drug Regulatory Capabilities Be Strengthened?
Guangzhou doctor Tan Qindong was arrested by police in Liangcheng County, Inner Mongolia, for posting online that "Hongmao Medicinal Wine is poison." Inner Mongolia Hongmao Guoyao Co., Ltd. claimed that Tan's article caused over 1.4 million yuan in return losses and seriously damaged the company's reputation. According to relevant inquiry records, due to the post, two pharmaceutical companies and seven citizens in Shenzhen, Hangzhou, and Changchun requested returns. The two companies are Jilin Province Haishan Pharmaceutical Co., Ltd. and Hangzhou Xiaoshan Baokang Pharmaceutical Co., Ltd., which returned 14,000 and 43,200 bottles respectively.
New DistributionLee Kum Kee Loses Oyster Sauce Dominance: Is It Because of Overemphasizing Brand and Quality?
When Lee Kum Kee first entered the Chinese market, it achieved great success with its high-quality oyster sauce. Today, despite maintaining quality, its market share is being eroded by competitors, and its relative advantage is lost, with Haitian replacing it as the oyster sauce leader. Lee Kum Kee's business philosophy of refusing to lower quality has allowed competitors to imitate and surpass it through low-price competition. Lee Kum Kee twice launched mid-to-low-end products, 'Da Chu Lai' and 'Jinzhen Oyster Sauce,' to counter competition, but both were discontinued within half a year.
木棉From Channel Warfare to PR Marketing: China's Largest Brewer Turns Around
Recently, major beer companies released their 2017 results, drawing attention as the industry undergoes transformation. Overall, Chinese beer giants performed decently, with net profit growth outpacing revenue growth, signaling a shift from market share to profitability. China Resources Snow Breweries, the largest by sales volume, reported revenue of RMB 29.732 billion, up 3.6% year-on-year, and net profit attributable to shareholders of RMB 1.18 billion, up 86.8%.
袁镇章Five New Whole-Network Marketing: The Correct Posture for Enterprise Digital Flirtation (Marketing)
New products, new models, new channels, new marketing, and new communication. Brother Dong has recently been conducting whole-network marketing training with many brand companies. In practice, he has found that some enterprises and industry insiders have a one-sided understanding of whole-network marketing and confused logic. Below, he shares his understanding of whole-network marketing. 1. From the evolution of Chinese marketing models, the current model dividend is whole-network marketing. Don't despise it; everyone comes from tradition. Each wave of mainstream marketing operation models has brought marketing dividends to enterprises. Otherwise, how could Liu Run, a celebrity in the 'Dedao' app and former Microsoft strategy director, say that trend dividend is the biggest dividend?
任小东Ill-fated Yili and Mengniu's Head-Down Development
Yili's PR team has been busy promoting the brand on various public accounts, but its annual report, which was released on March 31 in 2017, is still delayed. The company faces rumors and challenges, while Mengniu, under new leadership, is focusing on steady growth.
老纳New Product Launched in 3 Townships in March, Sold 1.08 Million by June! How Did This Distributor Do It?
A prefecture-level city selling over 10 million is not surprising, but now a township market can sell over 10 million a year, and in heavy baijiu consumption markets like Jiangsu and Anhui, some brands achieve annual sales of around 100 million in township markets. With increasing industry concentration, how can ordinary distributors seize township markets and create a 'small area, big sales' comeback? This article details such a case, showing how a new brand achieved over a million in sales in a short time in a township market.
赵海永Why Are Employees Reluctant to Attend Marketing Meetings? Because the Meeting Content Isn't Up to Par!
Over the past year, I have attended marketing meetings at many companies and found a common problem: when analyzing markets or customers in regular marketing meetings, companies tend to focus on so-called 'problems' and discuss them. They discuss market issues, customer issues, internal company issues, individual sales staff issues, etc., with great enthusiasm each time. As a result, the failure to meet targets persists, and the gap even widens. 1. Focusing on problems leads to more problems. Almost all companies hold marketing meetings centered around various 'problems'.
戈军珍Best-sellers to B2B, new products to distributors—will distributors accept?
After the small B2B boom in the second half of last year, B2B has shifted from verbal disputes to market competition. The so-called small boom was actually a large number of brand owners participating in pilot projects. Piloting means observing, not embracing. The results of observation include Red Bull blocking Lingshoutong, saying B2B disrupts prices and market order, and more extreme views that B2B is a joke. Some platforms say B2B is a trend and those who don't keep up will be eliminated. Don't fight the times. Going further, it's close to 'cutting yourself off from the people.' Extreme and paranoid views are not advisable.
刘春雄Busy Launching New Products, Want Want: "In Full Swing" or "A Mess"?
Want Want has launched dozens of new products at once, seemingly hoping that one will hit the jackpot. The company has shifted from a professional producer to a jokester, raising questions about its strategy and leadership succession.
梨叔The 7 Laws of the Button: You Can't Do Marketing Without a Bit of Philosophy
The safest marketing for a company is to invest 100% of its marketing resources into the 5% of key matters. There are always people around us who seem 'unlucky'—they are warm-hearted, always ready to help, hardworking, and conscientious, yet they often face misfortune, financial hardship, and poor health, with many ending up in bleak old age.
苗庆显Evergrande Spring Returns: High-Profile Birth, Low-Key Retreat, What Weapons Does It Bring This Time?
Evergrande Spring, the legendary bottled water brand, is back with a new low-sodium product line targeting the 3-yuan price segment. After a failed high-end launch and subsequent market collapse, the brand faces an uphill battle in a competitive market. Will it succeed this time?
张建The Highly Anticipated "Monster" Is Mired in Trouble, Once Considered Red Bull's Biggest Rival!
Recently, according to relevant media reports, Monster energy drink is mired in trouble in the Chinese market. This product, once considered Red Bull's biggest rival, is now facing a "disconnect with local conditions." In the fourth quarter of 2017, its operating losses in India and China totaled approximately $9 million (about RMB 57.15 million). In September 2016, as one of the top two energy drink brands in the United States (the first being Red Bull), Monster Beverage (known as "Monster" in the Chinese market) entered the Chinese market with the help of Coca-Cola.
新经销团队Debate: Should Brands Ban B2B Platforms Over Channel Diversion and Price Chaos?
On March 26, Huabin Group's Guangzhou branch issued a notice to stabilize the market price system and protect the interests of distributors and channel customers, requiring distributors to stop supplying to Lingshoutong and prohibiting Red Bull distributors from acting as TP providers for Lingshoutong. The next day, Huabin's Fujian branch issued another notice to review channel customers cooperating with e-commerce, requiring them to stop supplying online platforms and designating Bestore as the sole e-commerce partner, sparking debate on whether brands should ban B2B platforms.
新经销团队Li Haotian: Resource Sharing under the Tobacco System
Li Haotian, Executive Director of China Tobacco New Commercial Alliance, discusses how the company leverages tobacco's monopoly distribution network to build an open B2B platform for non-tobacco FMCG products, sharing resources such as customer data, logistics, and financial services with regional distributors and e-commerce platforms.
李皓天MiDuo Big Data Wang Jinghua: One Product One Code, Why Is It the Biggest Trend for FMCG Brand Transformation and Upgrading in 2018?
At the 2018 FMCG + Internet Conference held in Chengdu on March 18-19, 2018, Wang Jinghua, founder of MiDuo Big Data Engine, delivered a speech on why "One Product One Code" is the biggest trend for FMCG brand transformation and upgrading. He argued that establishing a user account system, normalizing the application of one product one code, and privatizing user data assets are key to success, using the example of Apple surpassing DELL in ten years.
王敬华“Fierce Mountain Spring”: An Analysis of Nongfu Spring's Three Major Battles for Bottled Water Supremacy!
Nongfu Spring, the leading brand in the bottled water market. Nielsen data shows that in 2017, Nongfu Spring ranked first in bottled water market share. So, how did Nongfu Spring gradually ascend to the leadership position in bottled water? Looking back 22 years, the process from Nongfu Spring's inception to its dominance in the bottled water market can be divided into four stages: First, from 1996 to 1997, the guerrilla warfare stage; during this stage, Nongfu Spring went from nothing, from building factories to building the brand, entering through the marginal 4L bottled water segment, mainly attacking the East China market; Second, 1998-1...
快刀何Latest | Red Bull Trademark Dispute: Thai Tiansi Makes a Move, New Red Bull® Anaji Appears!
The cross-year Red Bull trademark battle between Thai Tiansi Pharmaceutical and Huabin FMCG Group is set to escalate. Thai Tiansi has authorized a new Red Bull product, Red Bull® Anaji, which is expected to launch in early April, intensifying the conflict.
肥鱼How Alibaba Retail Link Helps Brands and Distributors Seize the Opportunity to 'Fly'?
At the 4th FMCG + Internet Conference, Yuntong, General Manager of Alibaba Retail Link Marketing Center, explained the business model of building an intelligent distribution network. From the perspectives of brands, distributors, and retail stores, he detailed how Retail Link creates precise channel marketing for brands, reduces costs and increases profits for distributors, and empowers millions of small stores.
云通Coca-Cola Launches Cosmetics, Luzhou Laojiao Sells Perfume: The Craze of Food Industry Crossovers!
Coca-Cola's 2017 annual report showed an 81% drop in performance, marking its fifth consecutive year of decline. In response, the beverage giant partnered with Korean beauty brand The Face Shop to launch a full cosmetics line, including cushion foundations, eyeshadows, and lipsticks. This article also reviews other food industry crossovers into beauty, such as M&M's lip balms, Oreo hand cream, Yakult face masks, KFC nail polish and bath additives, Pizza Hut and Burger King perfumes, and Luzhou Laojiao's perfume.
New DistributionHow Do Community Marketing Distributors Implement?
Distributors today face three major challenges: the traditional distribution model based on product price differences is becoming increasingly difficult due to information symmetry; brands and consumers are gaining power in the interconnected era; and the application of big data and rapid iteration of internet tools have left traditional-thinking distributors struggling to adapt. This article proposes the concept of community marketing distributors as a solution, emphasizing the need to leverage community and internet tools to build a stable triangle of community, channel, and service platform.
牛恩坤From 1987 to 2018, 31 Years: What Earth-Shaking Changes Has the Sugar and Wine Fair Witnessed?
The annual Chengdu Sugar and Wine Fair has returned, marking its 31st year in the city. From its first hosting in 1987 to the 98th edition in 2018, the fair has evolved dramatically, as shown through historical photos and personal stories of college students who worked part-time there.
范儿姐What We Think of as the Integration of Channels, Terminals, and Communication May Be False...
Success must conform to logic, but what conforms to logic does not necessarily succeed. A new system must first be logically self-consistent, then verified in practice. The logic of new marketing is expressed by the relationship of a set of terms: new marketing, with communication as the source. All 4Ps are communication, everything is communication, and logic arises from this.
刘春雄