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3215 articles · Page 93 of 134
From "Three-No" Product to Annual Revenue of 4.5 Billion Yuan: How Is This Beloved Snack Marketed?
In the early days, most people considered latiao (spicy strips) an unhealthy food. But with the frequent appearance of Weilong latiao, it gradually became popular. Today, latiao is not only sought after domestically but also very popular abroad. In the US, a pack of latiao costs $7.20, almost matching Starbucks coffee prices. Weilong's success is due to improved production processes and, most importantly, marketing. So how does Weilong market its latiao? Through humorous ad slogans that spread effectively, celebrity endorsements, and other strategies.
石榴姐Nine-Year Battle for Domestic Milk
This is a nine-year report card with mixed reviews: industry insiders see domestic milk quality and safety as near-perfect, but consumers still doubt it after the melamine scandal. The trust issue is not just an industry problem but a social one, and the exam is not over yet.
马肃平The Great Collapse: The Fall of Beingmate, Once the No.1 Domestic Milk Powder Brand
Beingmate, once crowned as China's top domestic milk powder brand, held a top-three market share for years. However, by 2016, its sales plummeted and it suffered massive losses, with revenue dropping 39.02% year-on-year to 2.764 billion yuan and net profit attributable to shareholders falling 853.24% to -781 million yuan. This article explores the reasons behind Beingmate's decline from glory to ruin.
维尼熊Ten Internal Injuries That Defeat Sales Professionals
In China, there are about 80 million sales professionals. To stand out in this vast sales force and become the pinnacle of the pyramid is a topic worth deep study. Every soldier wants to be a general, but first, you must strive to be an excellent soldier. If you can't even be a good soldier, then talking about ideals is unrealistic. Only by practicing internal skills can you punch powerfully and defeat enemies with every move. Traditional Chinese medicine emphasizes internal regulation and external management, treating from within to cure the disease. This article summarizes ten internal injuries that sales professionals cannot afford.
New DistributionThe Value of Intermediaries: Filter or Sewer?
From offline to online, from physical goods to services, from distributors to platform operators, the work of intermediaries has changed, but the standard of providing value remains unchanged. What is this value? What is the most basic value for intermediaries? By simplifying and drawing analogies, we can find answers from the topic of distributor value. Kotler's classic marketing theory points out that distributors bear eight major values, whether it's negotiation, promotion, or risk sharing, all of which are values relative to brand owners.
黄润霖Three Moves for Market Launch: Dealer Lao Chen's New Product Show!
Lao Chen, a veteran beverage dealer in Nanchang, Jiangxi, seizes the opportunity to distribute a new functional drink from Company C. He uses a three-step strategy—product tasting event, focused distribution, and market tour—to create buzz, build a successful sample market, and achieve a record-high distribution rate, securing the full distribution contract.
New DistributionDu Guoying Behind 'Xiaoguan Tea': 20 Years of 'Three Moves' and Five Products Worth Hundreds of Millions
Du Guoying, a former Henan teacher and now the founder of the popular 'Xiaoguan Tea', has been a serial entrepreneur for 20 years. His 'three moves' strategy has repeatedly turned ordinary products into high-priced successes, from Back-Back Best to Good Memory Star, E-people E-book, 8848 phone, and Xiaoguan Tea, each with a typical popularity cycle of three to five years before being sold off.
陈晓京Nongfu Spring, C'estbon, Wahaha Prices Hit Bottom: Seasonal Frenzy or the Start of Another Round of Madness?
The end of summer has not cooled the promotional fervor of bottled water companies. Recently, price wars continue in the bottled water market, with 12-bottle bulk packs breaking price bottom lines as companies cut prices to compete. Industry insiders believe that after summer, bottled water sales will decline sharply, and inventory will increase costs. To alleviate financial pressure, lowering prices for higher volume becomes a primary strategy. However, prolonged low prices could damage brand positioning.
钱瑜 王子扬A Brief Discussion on Annual Marketing Planning for Small and Medium Enterprises
This article discusses the importance of annual marketing planning for SMEs, outlining key components such as target setting, organizational structure, resource allocation, strategies, and incentive mechanisms. It emphasizes the need for systematic planning over opportunistic actions to achieve sustainable growth.
高杰From Selling Old Rock Sugar to the Nationally Known Hualong Instant Noodles, Now the Brand Value Reaches 8 Billion!
He founded a nationally renowned food enterprise group. Over fifteen years, he expanded Jinmailang Group's scale and comprehensive strength by more than 1,000 times, creating the astonishing 'Hualong Speed' which the economic community dubbed the 'Hualong Phenomenon'. He is the founder of the former Hualong Group and the current chairman of Jinmailang - Fan Xianguo.
New DistributionEven If Products Have Their Own Traffic, the Channel Battlefield Cannot Be Missed
The article argues that despite the rise of internet marketing, traditional channel distribution remains crucial. Even products with strong online presence, like Jiangxiaobai, rely heavily on offline channels. The author advocates for a balanced 4P approach where channels also serve as communication platforms, emphasizing that while online traffic can be fleeting, channels provide stable and controllable communication.
刘春雄Will China's Herbal Tea War Enter the Era of JDB's Counterattack?
On August 16, 2017, the Supreme People's Court ruled that both Guangzhou Pharmaceutical Group and JDB had made significant contributions to the packaging design of the red-can Wanglaoji herbal tea, and both could share the rights to the packaging. This means JDB can now use the traditional red-can packaging for sales. Does this mark the end of the seven-year herbal tea war?
邹文武China's Strong Enterprises: Not Great Brands, but Great Channel Management!
There are two extreme forms of marketing management: one is extremely loose, treating salespeople as customers; the other is extremely strict, treating customers as employees. Most companies fall in between. China's strong enterprises are not those with great brands, but those with great channel management, where channel management is an extension of internal management.
刘春雄The Art of Leading Troops for Regional Managers: Strict Military Discipline, Three-Point Agreement, Appropriate Elimination, and Fair Rewards and Punishments
For an enterprise, the regional market manager is an important organizational unit in the marketing system, as specific marketing actions are basically executed through this link, making it the fundamental point of the enterprise's marketing system. Therefore, enhancing the capabilities of regional market managers is a crucial part of enterprise marketing. (1) The definition of a regional manager: a person who leads troops into battle. "War is a matter of vital importance to the state; the province of life or death, the road to survival or ruin, and must be examined with the greatest care." (2) Enterprises are like feudal states. The current market is in the Warring States period of marketing, where melee is the theme and industry concentration is the goal.
方刚JD New Channel Launches 'Didi Chuxing' Model, Turning Millions of Small Shop Owners into Brand Merchandisers
On the morning of September 11, the author was invited to attend JD New Channel's 'Walker Promotion Platform Media Sharing Session', where Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, introduced the Walker Promotion Platform. This article shares with readers what this new system is and its significance for the FMCG industry. In the 3A marketing strategy of Available, Affordable, and Acceptable, the first core task is to make products available, which includes distributing products to ubiquitous points of sale and managing sales terminals effectively.
赵波How Do Small Brands Actually Defeat Giants Like Master Kong and Belle?
This article explores how small brands can compete with and defeat large, established brands in the FMCG sector. It argues that by seizing niche opportunities, focusing on single products, leveraging mobile internet compounding effects, and prioritizing time over space resources, small brands can successfully challenge industry giants.
龙猫君The Biggest Lie in Marketing: Once the Brand Is Established, Products Sell Themselves
The article debunks the common belief that building a brand automatically leads to product sales, arguing that this is a misconception often used as an excuse. It emphasizes that sales success comes from a combination of factors, not just brand recognition, and that brands are built through sales, not the other way around.
刘春雄Fierce Brand Competition Makes Channels a Hot Commodity! Distributors Building Their Own Terminals Face Challenges
As brand competition intensifies, channels have become a hot commodity, prompting many distributors to build their own retail terminals. However, this strategy is fraught with difficulties, including high complexity, professional talent shortages, and financial risks, requiring careful consideration and preparation.
张玉Founded 18 Years, Single Product Exceeds 1 Billion: How Did 'Zhongwo' Become a 'Grassroots Beverage' Breakout in Henan?
Zhongwo Beverage, a Henan-based company founded in 1999, has achieved a rare feat in the region's beverage market by surpassing 1 billion yuan in annual sales for a single product. This article analyzes its market breakthrough strategies, including targeting township markets, offering high channel profits, and combining push-pull marketing, as well as its future growth plans.
New DistributionAs Consumption Upgrades, How Should Your Brand Upgrade?
This article addresses three key questions: what brand upgrading is, how to upgrade a brand, and what capabilities need to be trained for brand upgrading. It defines brand from strategic, social effect, and technical levels, then discusses content, channel, and timing upgrades, and finally recommends training in observation, empathy, and curiosity.
李倩He Studied It for Nearly 20 Years, Turned a Sheet of Paper into a Liquid Packaging Box, and Dominated the World for 66 Years
Tetra Pak, a ubiquitous but often overlooked packaging product, has dominated the global packaging industry for 66 years. Its success stems from innovative aseptic processing and packaging technology, strategic partnerships with Chinese dairy giants like Yili and Mengniu, and a consumer-centric approach to innovation.
New DistributionFang Gang on Marketing Department Transformation Series IV: Be a Bad Student, Abolish the Eight-Legged Essay!
Liu Chunxiong and Miao Qingxian emphasize that marketing is communication, but traditional enterprises are collectively speechless. The era of advertising slogans is over; the marketing department must abandon rigid 'eight-legged essay' practices, weaken brand traces, and engage with consumers through content and grassroots interaction.
方刚After 82 Years, Why Does Yakult Still Sell Each Bottle for Only 2.2 Yuan?
Yakult's founder, Minoru Shirota, understood market dynamics and chose not to compete head-on. While rivals rushed to develop new products and expand channels, he stuck to a simple formula: one bottle, one sales team, and a limited market. This approach has allowed Yakult to survive for 82 years and thrive in 33 countries, including Japan, Korea, Taiwan, and China.
胡二伙FMCG Expert Li Linchun: Insights on Managing High-End Water Brands
Li Linchun, a researcher at Zhejiang University's CARD China Agricultural Brand Center and former general manager of Wahaha Group, shares his insights on the high-end water market, emphasizing the health benefits of selenium-rich water and the importance of water quality.
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