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Online is Image, Offline is Sales
In the traditional marketing era, online and offline were clearly separated: online was for brand building, offline for sales. Later, Lei Jun claimed that offline could be abandoned, but when traffic disappeared, he admitted his biggest mistake was neglecting offline. The article argues that attention is the scarcest resource, and that both online and offline should be integrated, with the concept of "4P are all communication".
刘春雄Decoding the Viral Marketing Events of 2017: Can Marketers Still See Hope?
Despite the economic downturn and harsh environmental regulations in 2017, marketers can find opportunities in the coldest times. This article reviews the year's most notable marketing events, from deceptive advertising to new retail, and argues that true marketing is just beginning.
苗庆显Troubled by Negative Publicity and Seven Years of Failed IPO Attempts, What Does the Cash-Rich 'Six Walnuts' Want?
From 2014 to the first half of this year, the parent company of 'Six Walnuts,' Yangyuan Drinks, has invested nearly 2 billion yuan in advertising and marketing. Plagued by negative news and lawsuits, can 'Six Walnuts,' which lacks sustainable development capability, win favor from capital? With annual profits of 2.7 billion yuan and a strong desire to go public, the fourth IPO attempt of its parent company, Hebei Yangyuan ZhiHui Beverage Co., Ltd. (hereinafter 'Yangyuan Drinks'), was met with a 'deferred vote.'
李文贤Want Want finally makes its move, expanding thousands of vending machines nationwide—will you join?
Due to changes in the external environment and the near saturation of traditional FMCG channels, almost all FMCG companies have seen a downward trend. Channels that are self-built and directly controllable have attracted FMCG companies to focus on the vending machine industry. Since last year, many companies have started to stake their claims early, with industry giants like Nongfu Spring and Wahaha deploying vending machines. Recently, Food Board learned that Want Want Group has finally made its move, establishing a vending machine operations center and launching Want Want smart vending machines, with plans to expand to over a thousand machines nationwide this year.
New DistributionCan the Pre-mixed Cocktail Business Still Be Profitable?
Zhang, who started a pre-mixed cocktail business at the end of 2014, was forced to switch to other markets within a year: "The performance targets I set for myself during the good times two years ago are now impossible to achieve. A large amount of pre-mixed cocktail products that were bottled in advance are piling up in the warehouse, and the market is a mess." In 2013, the two major brands, Rio and Bacardi Breezer, pushed the entire pre-mixed cocktail industry to its peak, but within just two or three years, the industry rapidly declined. Overly high market expectations led to severe product overstock, and some believe the pre-mixed cocktail market has already slid into a dead end. According to a report by Mintel...
宿志红Coca-Cola: You May Not Have Realized How Much the 131-Year-Old Company Has Quietly Changed...
There was once a saying that if there is a brand more famous than the United Nations worldwide, it would be Coca-Cola. However, in an era of great change in the retail industry, even the world's largest beverage company is trying to become faster and lighter. Coca-Cola, the globally renowned 131-year-old company, is undergoing its own century-long transformation. For Coca-Cola, continuous innovation and capturing consumer trends and changing markets are essential to face today's strong competition.
New DistributionCan High Commissions Motivate Salespeople to Sell New Products?
In the boss's view, there is certainly room for employee improvement, but it requires external drivers such as assessment pressure and incentives. During the new product launch phase, the simplest way to encourage employees to sell more new products is to offer higher commission rates for new products, such as one point for old products and two points for new ones. However, the actual effect is not as good as expected; employees do not show much interest in selling new products and continue to sell old ones.
潘文富Zhong Shanshan's Surprising Attitude: Without a Good Product, the Faster You Market, the Quicker You Die!
Zhong Shanshan, chairman of Nongfu Spring, is known for his maverick marketing style. With unique concepts and fresh angles, he has created numerous hit products over his 30-year career, such as 'Nongfu Guoyuan' juices, 'Scream' functional drinks, and 'Tea π'. Recently, his new move has stirred the food industry: the 'farmer' who sells water is now selling 'water for the skin'.
New DistributionLosing Market Share and Lacking Brand Premium, Tsingtao Brewery Faces Dilemma
Amid an industry downturn, Tsingtao Brewery's revenue and net profit have declined for two consecutive years, while China Resources Beer and AB InBev have grown against the trend. Among the three giants, Tsingtao's market share gap with China Resources has widened, and its brand premium is weaker than AB InBev's.
马雪梅Product Selection Isn't That Complicated!
Distributors' ideal state is to make money while sitting still, but times have changed. This article provides practical advice on how distributors can select winning products by considering profitability, manufacturer support, channel fit, and consumer trends, using examples like the success of 'Little White Milk'.
澄韵Spotlight on High-End Bottled Liquor: 8 Power Players Above 20 Yuan, Each with a Fresh Twist—Which One Is Your Pick?
From a price perspective, with 20 yuan as the threshold, many bottled liquor products meet this standard, including upgraded new products from veteran companies like Niulanshan, Laocunzhang, and Longjiang Jiayuan, as well as high-end bottled liquors from famous brands like Yanghe Lanyou. This article highlights 8 such products that represent new forces in the category.
酒说团队Performance-Driven Deep Distribution Is a Poison to Brands!
The formation of China's FMCG giants has always been built on the dividends of a channel empire where terminals reign supreme. Once, many domestic experts loudly proclaimed that channels were not king, but brands were; however, the JDB case of changing its brand name slapped these experts in the face. Looking back at thirty years of marketing in China's FMCG industry, before 2013, almost no one thought that performance growth was difficult; at worst, three moves would work every time: first, use big guns; second, tighten the spring; third, launch new products.
方刚10 Lawsuits in 1 Year: Three Squirrels Faces Three Hurdles on Its IPO Path
Due to the lack of comprehensive whole-industry-chain safety control, food safety issues are highly likely to occur; over-reliance on online channels and a single homogeneous product category may lead to a cliff-like decline in performance in the event of unexpected situations. These potential risks will, to some extent, become obstacles to its IPO.
代秀辉Today, Xiangpiaopiao, After Three IPO Attempts in Six Years, Finally Lists!
Xiangpiaopiao milk tea, which sells hundreds of millions of cups a year and could circle the earth several times, finally listed on the A-share market (stock code: 603711) after three IPO attempts, with an issue price of 14.18 yuan. The company issued 40.01 million new shares, planning to raise 748 million yuan for two projects: liquid milk tea construction and automatic production line for cup milk tea. Compared with its first IPO attempt six years ago, the milk tea industry is now a red ocean, squeezed by internet-famous milk tea shops like Heytea and Yidiandian...
New DistributionThe First Principle of Marketing: A Paradigm Shift
The 'First Principle of Marketing' is more widely applicable, useful, and powerful than you might imagine. Perhaps you didn't know that banning cigarette advertisements actually protects the tobacco industry!
苗庆显Unleashing New Brand Power: Chinese Companies Sweep Three Global Awards
At the annual event hosted by the China Advertising Association on November 28, industry leaders discussed how Chinese brands can win globally. Focus Media became the first Chinese media company to win top awards at the New York, Busan, and London advertising festivals, signaling China's rising influence in global advertising.
New DistributionReflections on the Revitalization of Henan Liquor (Part 1): Starting with 'Integrity Marketing'
Recently, the provincial government has indeed attached great importance to the 'Revitalization of Henan Liquor' initiative, investing significant effort, and various enterprises have taken action, with owners reportedly very committed. However, whether Henan liquor can truly be revitalized depends on the enterprises themselves; if they fail, government efforts are in vain. From the previous golden decade to today's industry recovery, Henan liquor has not truly seized opportunities to rise, and there are underlying reasons. Unless these are identified and resolved, the revitalization may remain a slogan. Today, under the grand situation of Henan liquor revitalization, this article discusses what aspects need strengthening and change, starting with 'integrity marketing'.
苗国军Shocking! Nongfu Spring Crosses into Face Masks, Vows to Enter Top Five Cosmetics Brands Within 5 Years!
It is often said that money is easily made from women and children. Recently, water giant Nongfu Spring has also started selling skincare products. On November 26, Yangshengtang launched three moisturizing skincare products made from birch sap, including face masks and toners. This is not a simple trial; in 2018, Nongfu Spring will introduce essences and creams, and will enter the Japanese market. Chairman Zhong Shanshan stated that the company's goal is to rank among the top five cosmetics brands in scale within five years.
徐雯Is the Spring for Soy Milk Really Coming?
I favor soy milk because in the current beverage market, every protein drink has reached its peak, with leading brands like Lulu Almond Milk, Six Walnuts Walnut Milk, Coconut Palm Coconut Juice, and Yinlu Peanut Milk. Soy milk itself is China's national drink—soy milk that has been popular for thousands of years—yet no truly significant soy milk brand has emerged. As an ancient poem says: "Beside the sunken boat, a thousand sails pass by; before the sick tree, ten thousand trees spring to life." There are many beverage subcategories; some are indeed in decline, while more are bursting with unprecedented vitality...
刘鹏Can Wahaha, Propped Up Solely by Zong Qinghou, Withstand the Impact of the New Economic Environment?
It is both the best and worst of times, with new economy giants like Alibaba and Tencent soaring while traditional giants like P&G and Coca-Cola struggle. Wahaha, led by three-time China's richest man Zong Qinghou, saw its 2016 performance halve from its peak, with continued declines in the first half of 2017, prompting Zong to announce a foray into unmanned retail in June 2017.
高京君Always Getting Pushed Around by Retail Buyers? Time for a Comeback?
Huang Jing, a researcher on retail issues, explains why salespeople often get disciplined by buyers and how KA managers can turn the tables by giving buyers valuable information and insights during meetings, thus elevating their status and securing better cooperation.
黄静From Sports Drinks to Cold Brew Tea: New Concept Products from International Beverage Brands
From sports drinks to cold brew tea and low-calorie wine, beverage companies have launched more and brighter new products this autumn and winter, bringing consumers a sense of harvest and reflecting current market trends. This article highlights new concept products from Coca-Cola, Lipton, Nestlé, and others.
FoodailyMore Data, Still Can't Understand Customers? Meiyijia, with 3.5 Million+ Daily Footfall, Tries Something New
Meiyijia, based on its membership system and leveraging mini-programs, is opening a community platform offering comprehensive services including products, services, entertainment, consulting, and logistics to provide richer services for members. More and more physical retail enterprises are shifting from serving stores to serving customers—Meiyijia, with over 10,000 stores, has even made this strategic adjustment. For Meiyijia, membership seems even more significant. With over 11,200 stores nationwide, it serves more than 3.5 million customers daily, who not only bring sales but also generate massive data for Meiyijia...
小扣柴扉Why Can't Master Kong and Uni-President Grab the Chinese Consumption Upgrade Cake That Japan's Instant Noodles Can?
Nissin Foods, the Japanese company that invented the world's first instant noodles, is now targeting the mainland market with full force. On November 14, its subsidiary Nissin Foods submitted a listing application to the Hong Kong Stock Exchange. While Master Kong and Uni-President have seen their performance decline for four consecutive years, Nissin's revenue has grown steadily, and it aims to capitalize on the consumption upgrade trend in China's high-end instant noodle market.
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