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3215 articles · Page 92 of 134
Reverse Thinking in Business: Mengniu's Path to Success!
Niu Gensheng, founder of Mengniu, is most notable for his reverse thinking, which was influenced by his mother's teachings. This approach led him to build the market before the factory, integrate social resources, and achieve rapid growth, making Mengniu a leading dairy brand.
New Distribution40 Years of Marketing in China: Dr. Shi Wei Summarizes 9 Key Growth Lessons
Since the late 1970s, China's economy has undergone dramatic changes, with marketing evolving through four stages. Dr. Shi Wei, a management consultant, distills nine key lessons from the growth of successful Chinese enterprises, including demand response, price competition, integrated communication, deep distribution, and e-commerce.
施炜Jiangxiaobai's Entry into Sichuan: An Alternative Approach to Deep Distribution
Despite the adage 'Don't enter Sichuan in the west, don't enter Anhui in the east,' Jiangxiaobai created an industry legend in Sichuan. Many attribute this to its marketing communications, but its traditional marketing prowess, especially in channel distribution and promotion, is equally strong. Even if your IP is hugely popular, if your product cannot reach consumers through channels, everything is zero. Therefore, before Jiangxiaobai's IP, content, and self-media marketing took off, its marketing team worked with platform partners to adopt a combined online-offline human-wave tactic to deeply cultivate channels. This article details Jiangxiaobai's deep distribution model using the Chengdu campaign as an example.
杨叶护What's the Real Profit Logic Behind 'Second Item Half Price'?
A drink that wasn't selling well becomes a hit when labeled 'second item half price.' This marketing tactic, seen everywhere from KFC to local shops, works by leveraging consumers' desire for bargains, boosting sales of specific items, and employing economic principles like price discrimination and diminishing marginal utility.
韦柳坤Invisible Swordplay: The Decade-Long Price War Between Jinmailang and Baixiang
With fifteen years in the instant noodle industry, the author has witnessed its cycles, the shifting rankings of industry giants, and the impact of different price points. This article explores the rivalry between Jinmailang and Baixiang, focusing on strategic decisions at the top and the fierce competition on the ground.
常建峰From Salesperson to Sales Director: Three Major Leaps and Seven Disciplines
Marketing is the 'daring leap' from product to currency, and the marketing director, as the highest sales executive, bears critical responsibility. Generally, a marketing director must undergo three major leaps—from novice to professional, from top performer to regional manager, and from managing one area to overseeing the whole—and then master seven disciplines, including industry foresight, decision-making, communication, leadership, competitive analysis, professional competence, and personal charisma.
草根英雄Mozzila's Innovation, Ambrosial's Harvest: Where Did Bright Fail?
Three years ago, the author often cited Mozzila as a benchmark for mainstream gear shifting. Now, Ambrosial has far surpassed Mozzila in sales, with last year's sales exceeding 10 billion and this year's projected to exceed 15 billion. The author argues that while product and brand are similar, the key differentiators are channel and team management, and that management rigor is crucial for success.
刘春雄Eternal Asia's New Distribution Strategy Takes Off: 'Sanhao Festival' Achieves 'Three-izations' for Brands and Retail Outlets
As internet e-commerce impacts offline distribution, traditional retail models struggle to meet higher consumer experience demands and face global competition. In 2016, JD proposed New Channels and Alibaba proposed New Retail. China's distribution industry urgently needs transformation, and Eternal Asia, a supply chain service provider, introduced the concept of New Distribution in its 20th year. With an open, cooperative mindset, it embraces the internet to achieve resource, information, and capital sharing from upstream to downstream, liberating partners from old constraints.
New DistributionPrince Milk Founder Li Tuchun: I Want to Revive Prince Milk
After five years of silence, Li Tuchun, founder of Prince Milk, is speaking out again, seeking to restore his equity, reclaim the '1815 line assets', and recover the 'Prince Milk' trademark. Despite his efforts, the brand's market position has weakened significantly, and its revival seems unlikely.
侯隽There Is No Such Thing as a 'Traditional' Industry, Only Brands Needed in the Information Age
Why are traditional brand giants like P&G declining, while brands in 'traditional' industries like Three Squirrels are rapidly rising? This article explains the survival logic of brands in the information age. The decline of traditional brand giants: P&G, a master of traditional branding, has seen sales remain dismal despite strategic transformations. In fiscal years 2015 and 2016, annual sales fell by 5% and 8% respectively, with all four quarters of fiscal 2016 declining year-over-year, and the first two quarters of fiscal 2017 only roughly flat.
漩涡Xiaoguan Tea: If the Product Isn't Different, Then Play with Packaging...
Xiaoguan Tea, created by Du Guoying, known for products like Back-Back-Brace and 8848 Titanium Phone, aims to combine cultural and brand tea. By leveraging 'Master-made' concept, premium packaging, and offline stores with CCTV advertising, it seeks to establish a differentiated brand in the tea market.
小云子When Traditional Marketing Models Hit a 'Dead End', Manufacturers and Distributors Must Restructure Their Marketing!
Yang Yonghua, Chairman of Guanfeng Zhiye Group, argues that as China's market has shifted from shortage to surplus, traditional marketing theories like 4P and deep distribution have become ineffective. He proposes a 'restructuring' approach, moving from a focus on 'how to sell' to 'why customers buy', emphasizing customer experience, product innovation, and adapting to the mobile internet era.
杨永华The Tale of Three Waters: Evergrande Spring's Arrogance, Nongfu Spring's Sentiment, and Evian's High-Class Appeal
This article examines the contrasting strategies of three bottled water brands in China: Evergrande Spring's failed attempt at high-end positioning due to unclear targeting and excessive advertising, Nongfu Spring's success through emotional branding and design, and Evian's premium image built on storytelling and scarcity.
New Distribution11 Tips for Marketing 'Newcomers'
After eight years in the workforce, the author shares 11 tips for marketing newcomers, emphasizing systematic learning, independent thinking, practice, and continuous self-improvement. The article also includes a recommended reading list of 10 books for marketing newcomers.
漩涡Coca-Cola Acquires Sparkling Water Brand to Reduce Reliance on Sugary Sodas
Coca-Cola has acquired Mexican sparkling water brand Topo Chico for $220 million from its Latin American bottling partner Arca Continental, potentially expanding its sparkling water business in the U.S. Topo Chico, known for its sugar-free, calorie-free, and low-additive sparkling water, will join Coca-Cola's Venturing & Emerging Brands unit, which aims to nurture the next billion-dollar brand.
董芷菲The Rising Post-95s Market Is Ruthlessly Punishing Brands That Don't Understand 'Playful, Edgy, and Irreverent'
Why don't today's post-95s like using brands their mothers use? How does online 'pick-up artistry' teach nerds to efficiently attract women? How did the new fitness religion of 'self-discipline gives me freedom' become popular? This article explores these questions, arguing that the post-95s are a distinct group shaped by social media, who use labels to navigate social interactions, and that brands must adapt by offering products that serve as social labels and embrace a playful, edgy, and irreverent attitude.
舍予兄Earning 10 Billion, Nongfu Spring's Zhong Shanshan Aims Much Higher!
Zhong Shanshan, a reclusive billionaire and the mastermind behind Nongfu Spring and Yangshengtang, is a Zhejiang businessman known for his unique marketing flair. From humble beginnings as a bricklayer and journalist, he built a business empire spanning beverages, health products, and agriculture, earning him the nickname 'Lone Wolf'.
New DistributionA Brief History of Wedding Candy: The 'Golden September and Silver October' Wedding Season Heats Up New Business Opportunities!
As the 'golden September and silver October' wedding season arrives, couples share their joy by distributing wedding candy to guests. Wedding candy has a long history and has evolved with the times. This article reviews its evolution and current market landscape.
New DistributionQiaqia, Dali, Three Squirrels... How Did These Brand Names Come About? (And the Häagen-Dazs Twist at the End)
In the food industry, a catchy brand name often becomes an intangible asset for a food company. This article explores the origins of famous brand names like Nestlé, Dove, Coca-Cola, Pepsi, Want Want, Oreo, 7UP, RIO, Minute Maid, Wahaha, Master Kong, Wanglaoji, Six Walnuts, Jinmailang, Three Squirrels, Huiyuan, Xizhiliang, Mengniu, Morshynska, Xiaoshile, XS, Dongpeng, Eros, Dali, Xiangpiaopiao, Special Forces, Qiaqia, and Häagen-Dazs, revealing the stories behind each name.
New DistributionFounder of Uni-President: A Primary School Graduate Who Became a Food Industry Godfather
Uni-President is a household name in China's FMCG sector, known for its enduring bestsellers like instant noodles and milk tea. In April 2016, the founder of Uni-President Group, Taiwan's food industry godfather Kao Ching-yuen, passed away. Beyond the sorrow, there is immense admiration for his life journey. In the spring of 1958, Momofuku Ando built a small shed of less than 10 square meters in the backyard of his home in Osaka, Japan, as a research lab for instant noodles. He found an old noodle-making machine, bought a wok with a diameter of 1 meter, and ingredients such as flour and cooking oil, and immersed himself in experiments day and night, which led to the invention of instant noodles that later swept the world.
何天娇Distributors: How to Build a Personal Brand?
To succeed in business, you need resources such as capital, technology, connections, and customer channels, but these are often held by others. As an entrepreneur, you must learn to integrate others' resources, which requires building trust and a positive personal brand through systematic planning and action.
潘文富Soda Water Chaos: Beibingyang's Soda Water Questioned for Concept Stretching
China's soda water market has reached 5.22 billion yuan, and is expected to exceed 20 billion yuan in the next decade. Riding the wave of health consciousness, the market is booming, but Beibingyang's soda water product has been questioned. Investigation reveals that Beibingyang's canned soda water lacks the key ingredient sodium bicarbonate, not meeting the upcoming group standard for soda water beverages. The company claims it is actually soda sparkling water, but experts say it's a concept stretch.
钱瑜 王子扬New Products Ahead of the Autumn Sugar Fair: 40 New Products in Beverages, Dairy and Dairy Drinks, and Leisure Bakery—Which One Do You Favor Most?
The National Sugar and Wine Fair, known as the bellwether of the sugar and wine industry, is an excellent opportunity for distributors to select products. However, the 97th Chongqing Sugar and Wine Fair, originally scheduled for October 19-21, has been postponed to November 10-12. In the meantime, we have compiled 40 new products launched by major companies in the past two months, covering beverages, dairy and dairy drinks, and leisure bakery.
New DistributionIs Dongpeng Special Drink Really Succeeding by Imitating Red Bull?
If imitation is not a good strategy, why has Dongpeng Special Drink achieved a reputation second only to Red Bull? This article explores the reasons behind Dongpeng's rise, arguing that it is not due to imitation but rather the mistakes of the leading brand and its own differentiated marketing strategies.
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