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Browse 3215 New Distribution articles about Brand Marketing.
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Marketing Work at the Start of the Year: Spring Determines the Whole Year
A year's plan starts with spring. The spring season determines the whole year, referring to strategic layout. At the start of the year, attention is usually paid to goals and their breakdown. However, the author emphasizes the logic and rhythm between layout and work. The annual goals are the natural result of several key factors: growth points, breakthrough points (critical points), rhythm, effective work, and intermediate results.
刘春雄Wei Qing: A Work Checklist for Marketers After the Chinese New Year!
During the 2008 financial crisis, Wei Qing discovered a sales opportunity during the Chinese New Year period when he found best-selling products out of stock in supermarkets. He mobilized his team to start work early on the fifth day of the new year, achieving a 60% sales increase over the same period the previous year without extra promotional spending. This article provides a detailed work checklist for marketers to replicate this success.
魏庆What Master Kong and Want Want Have Lost Is Exactly What Dali and Zhou Hei Ya Have Gained
Chen Jun, a product developer at Want Want, finds it increasingly difficult to understand young consumers' tastes. While Want Want's new products fail to gain traction and its flagship milk drink declines, Dali Food's soybean milk becomes a market hit, highlighting a shift in product competitiveness in China's FMCG industry.
翁放，游凡What's the Secret Behind Red Bull's Annual Sales of 20 Billion? Five Major Distributors Share Their Insights
Red Bull, as the most successful energy drink in China, has grown into the country's best-selling beverage product over the past two decades. This article compiles the market operation experiences and insights of five major Red Bull distributors, revealing how the brand achieved its remarkable success.
New DistributionMengniu, Yili, Nongfu, Qiaqia, Glico and Others All Change Packaging—A Sneak Peek at the New Looks
As the Spring Festival approaches, major companies are launching new products and changing packaging to win over consumers. A review of products with refreshed packaging in 2018 shows that leveraging celebrity endorsements, sports events, mobile game IPs, popular variety shows, and offline activities has become an effective marketing strategy for the festive season.
New DistributionOreo Cookies: The World's Most Amazing Knockoff, Became Number One by Copying
Oreo cookies, born in 1912 with 106 years of history, have become the representative of sandwich cookies, with the classic slogan 'Twist, Lick, Dunk' brainwashing countless people. But few know it's a knockoff—indeed, the world's most successful one, built entirely on copying, yet copying to such a level that it became the industry leader. So who did Oreo copy? It was a cookie born in 1908 named 'Hydrox'...
New DistributionThe Battle for the Red Bull Trademark
The Red Bull brand faces increasing market uncertainty as the brand owner and operator are locked in a bitter dispute, potentially making it a market outcast. Meanwhile, second-tier competitors in the functional beverage market are seizing the opportunity to expand their market share.
王燕青Traditional Terminal Marketing Is Dead! A Detailed Analysis of the Direction of New Terminal Marketing Innovation in 2018
China's physical retail industry is in its early development stage with low circulation efficiency and a lack of top-tier brands, while e-commerce-driven virtual retail infrastructure has taken shape. The essence of new retail is to improve efficiency and create value, and traditional enterprises must adapt by embracing new-generation consumers, upgrading products, and innovating terminal strategies.
程绍珊Most Food Consumer Products Cannot Escape Retail!
The longer one works in food consumer products, the more it becomes apparent that this is also a retail business. Food consumer product startups need to consider not only product, brand, marketing, supply chain, etc., but also the retail industry, which plays a decisive role in sales scale. If you can think clearly about retail, sales will naturally grow in scale, and retail itself is about finding patterns, understanding consumer behavior, and pursuing scalable replication. Whether it's Amazon, JD.com, Alibaba, or even food giants like Nestlé, Coca-Cola, and PepsiCo, the core business connection is always retail. Otherwise, Alibaba wouldn't classify Taobao and Tmall as China's retail platforms, and the main sales of food giants like Nestlé and Coca-Cola come from various types of retailers in different regions and sizes.
海枫Small Companies Make Great Products but Get Beat to Market by Big Companies—Missing Out on Success?
The article argues that small companies often create truly differentiated products, but large companies succeed by imitating them and leveraging superior marketing. It advises small firms to pursue meaningful differentiation—finding unmet needs with sufficient scale—rather than pseudo-differentiation or niche traps.
刘春雄Five New Column | Is the Power of Brands Still Worth Believing?
This article discusses the changing consumer demands and the evolution of communication in the FMCG industry, emphasizing the shift from material scarcity to abundance and the need for brands to adapt to new communication methods, including social media and community engagement.
New Distribution2013: The Year Marketing Took a Turn
Traditional marketing ended in 2013, as China's FMCG sales peaked and began to decline, while the service sector's GDP share surpassed manufacturing, signaling the rise of the middle class. This shift marked a transition from volume-based growth to value-based growth, and the advent of the internet era created a 'no-man's land' for marketing innovation.
刘春雄Traditional Marketing Is Dead, All Marketing Elements Are Being Reconstructed, and the Era of Omnichannel Distribution Has Arrived!
The article argues that traditional marketing is dead and that all marketing elements are being reconstructed, leading to the rise of omnichannel distribution. It emphasizes the need for new marketing and sales channel combinations to convert traffic into sales, and announces the arrival of the omnichannel distribution era.
任小东Forget It! In the Future, It's Still the Top Big Brands That Will Bring Profits to Distributors!
Recently, the author has noticed many media outlets are pessimistic about big brands, with articles like 'Big brand distributors quit without hesitation' and 'Big brands will gradually be abandoned by distributors.' However, in the author's view, it is still the big brands that will truly bring profits to distributors in the future! The industry is currently in an adjustment period, and it is expected that improvements may come as early as 2018. Let the author explain in detail: Currently, distributors want to eliminate big brands because these brands have high industry visibility and transparent profits, coupled with high sales targets set by manufacturers. Although distributors bear great pressure, they do not receive corresponding returns, resulting in low profits.
New DistributionWhy Is Mengniu Continuously Trying to Deepen Its Internet Channels?
The internet and new retail are profoundly impacting the dairy industry. Mengniu, which rose from a traditional offline distributor system, has never stopped trying to transform itself, continuously adapting to channel changes and making innovative attempts. It launched a WeChat-exclusive product 'Slow Burn' and signed a three-year, 10 billion yuan deal with JD.com.
New DistributionIncreasingly Anxious Traditional Chinese Liquor: How to Seize the Youth Trend?
During the Spring Festival, gatherings are indispensable, and liquor is a must-have for every household. Whether it's a family feast or a romantic candlelit dinner, different occasions call for different types of alcohol, from champagne and baijiu to imported spirits like Hennessy and Remy Martin. This article explores the advantages and anxieties of the traditional Chinese liquor industry, including market trends, consumer psychology, and the need to adapt to younger generations.
SylviaProduct Has No Market, How Can Marketing Save It?
If you're in an interview and given a bizarre drink with five times the sugar, you might think it has no market. But there are ways to market such products, such as targeting niche audiences, changing the product's use, or attaching labels to create a purchase reason. Real cases like Edward Bernays' 'Torch of Freedom' campaign for women's cigarettes and Airbnb's cereal sales during the 2008 election demonstrate the power of labeling.
New DistributionThe Formidable Nestlé Empire
Nestlé's 'formidable' nature lies in its products being everywhere in your life. In the 2017 Fortune 500, Swiss-based Nestlé retained the top spot in the food and beverage industry, ranking 64th overall, with 2016 revenue of CHF 89.5 billion (approximately USD 93.796 billion), making it a true behemoth. With 151 years of history, Nestlé owns over 2,000 international and local brands, operates in 191 countries, and its product lines span dairy and ice cream, beverages, prepared foods and cooking products, pet care, and nutritional health skin products.
New DistributionBig News! Mengniu Enters WeChat Business, Social E-commerce May Become a New Channel for Brand Distribution?
In the朋友圈 of every FMCG professional, there are likely some friends doing 'WeChat business'. In most people's impression, WeChat business people are 'idle' individuals who constantly post chicken soup and motivational stories, recruiting downlines, seemingly no different from pyramid schemes. However, the market transaction scale of WeChat business reached nearly 700 billion yuan in 2017, surpassing many industries. After rapid development, social e-commerce represented by WeChat business has become a new distribution model with large-scale sales.
新经销团队Selling Just One Product, These Companies Thrive
Wang Laoji grew from 180 million to 600 million in one year, and from 600 million to 1.5 billion in another year. Six Walnuts took 4 years to go from 0 to 360 million, 2 years to reach 1.5 billion, and 1 year to hit 3 billion. Laoganma took 12 years to grow from 50.14 million to 2.05 billion, and 3 years to go from 3.72 billion to 4.5 billion. These brands rely on a single strong product to thrive, using the big single-product model to achieve explosive growth and market dominance.
桂圆Why Six Walnut Is the Last Billion-Yuan Single Product?
When we open Baidu and type 'billion-yuan single product', a variety of news such as 'XX is hitting a billion', 'XX is aiming for a billion', and 'The fall of a billion-yuan XX' fill the screen. The hottest topic is 'Six Walnut', with headlines like 'Six Walnut repeatedly attempts IPO', 'Why Six Walnut sells so well', and 'Six Walnut advertising marketing'. Billion-yuan single products are the common goal of brand owners, who are always looking for the next billion-yuan category or hoping to turn existing products into billion-yuan successes. However, the author believes that in today's era of personalized consumption and fragmented channels, after Six Walnut, there may be no more opportunities for billion-yuan single products.
袁来From a Small Vinegar Factory Twenty Years Ago to an Annual Output of 100,000 Tons: This Aged Vinegar is Now Aiming for an A-Share Listing
Shanxi Zilin Vinegar Industry Co., Ltd. (Zilin Vinegar), a vinegar producer, is preparing for an A-share IPO. The company, located in Qingxu County, Shanxi Province, known as the 'Capital of Vinegar in China,' is a high-tech enterprise in the brewing industry with microbial fermentation as its core technology. Its products include brewed vinegar, health vinegar, fruit vinegar, vinegar drinks, compound fruit juice drinks, and brewed cooking wine. It is a national key leading enterprise in agricultural industrialization with brewed vinegar as its main industry, and a standing director unit of the China Condiment Association.
New DistributionSeveral Details That Must Not Be Overlooked When Boosting Sales
When it comes to boosting sales, many people immediately think of advertising, consumer promotions, trade promotions, pushing inventory to distributors, or paying for display space. However, there are many other effective methods that are often overlooked, such as category management, solving out-of-stock issues, changing cooperation models, adjusting displays without a budget, and improving the promotional atmosphere. This article explores these details and provides practical advice for enhancing sales.
李政权The "Cat and Dog" Wine War Heats Up: Are Traditional Wine Merchants Facing a Life-or-Death Crisis?
The "Cat and Dog" battle between Tmall and JD.com over the wine business is intensifying, posing a potential existential threat to traditional wine distributors. As both e-commerce giants aggressively court major liquor brands and expand their reach, traditional channels must adapt or risk being left behind.
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