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3215 articles · Page 94 of 134
The Essence of Premium Water Marketing Is Providing Consumers with a Solution!
The article discusses the challenges and strategies for marketing premium bottled water in China, emphasizing the need to provide consumers with a solution and a specific consumption scenario, rather than just relying on origin or packaging. It suggests focusing on niche markets, building value through selective channels, and leveraging targeted promotions.
蒋军Marketing = Communication: Like It or Not, This Era Has Arrived
This article explores the concept that marketing equals communication, drawing on examples from Shi Yuzhu and the evolution of marketing roles, and delves into Schultz's Integrated Marketing Communications (IMC) theory, emphasizing its relevance in today's internet-driven environment.
苗庆显New Products Hard to Distribute, Always Rejected? That's Because You Didn't Say This to Retailers...
When facing salespeople, terminal stores first think about making money—but not entirely. More owners care about whether your product (especially new products) will sell, and whether they'll lose money. If selling the product won't lose money and provides a sense of security, then the profit story can work better. What words or phenomena make terminal customers feel secure? In summary, it's the following points: 1. Small order quantity, no capital pressure, attract consumers, why not try a small amount? Boss, today I recommend a new product...
魏庆Daily Express: Dove/Yili/Qiaqia and Other Brands Launch 'Romance Battle' on Chinese Valentine's Day; Wuliangye H1 Revenue Reaches 15.6 Billion Yuan, Up 17.85% YoY
On the occasion of Chinese Valentine's Day (Qixi), brands like Dove, Yili, and Qiaqia launched romantic marketing campaigns. Meanwhile, Wuliangye reported H1 2017 revenue of 15.621 billion yuan, a 17.85% increase year-on-year.
New DistributionClassic Marketing Cases for Qixi Valentine's Day
After enduring two scorching Junes, the annual Qixi Festival (Chinese Valentine's Day) arrives. As marketers, whether single or in a relationship, the focus is on brand marketing strategies. This article compiles 150 themed posters and 100 creative marketing kits to inspire fresh ideas for this year's Qixi campaigns.
New DistributionNational Brands Rise Again! Jianlibao, Robust, Golden Monkey Lead the Revival of Nostalgic Flavors
This article revisits iconic Chinese brands like Jianlibao, Robust, Arctic Ocean, and Golden Monkey that defined childhoods for the post-70s and post-80s generations. It explores their decline after foreign acquisitions, their recent returns to Chinese ownership, and the challenges they face in reviving their former glory.
New DistributionNew Products & News: Oreo and Luzhou Laojiao Launch New Products; Dali's H1 Harvest; Walmart Fined 60,000 Yuan; Lai Yifen Rat Incident; Junlebao Gets 12 Formula Registrations; Shengmu Issues Profit Warning
This issue covers new product launches by Oreo and Luzhou Laojiao, Dali's strong first-half results, Walmart's fine for substandard frozen zongzi, a rat found at a Lai Yifen store, Junlebao's formula registrations, and Shengmu's profit warning.
New DistributionHow a 'Farmer' Built His Company into a Powerhouse
Once dominated by two giants, Yihai Kerry and COFCO, China's edible oil market was disrupted by Luhua's rise in the late 1990s. This private company, once a small player, quickly became the third pole in the market and the top peanut oil brand, thanks to its 5S pressing technology and commitment to quality.
张静波Why Were Zhou Hei Ya, Heytea, and Three Squirrels Not Born in Beijing, Shanghai, or Guangzhou?
This article explores why successful new consumer brands like Zhou Hei Ya, Heytea, and Three Squirrels emerged in second- and third-tier cities rather than first-tier cities like Beijing, Shanghai, and Guangzhou. It argues that factors such as price accessibility, spatial equalization via mobile internet, and the pragmatic mindset of businesspeople in these regions contribute to their success.
龙猫君New Products & News: Evergrande Spring, Deyun She; China Resources, Tenuo Report Earnings; Three Squirrels Opens Another Store; JD Supermarket Targets Third- and Fourth-Tier Cities; Nestle Water Accused of Fraud
This issue covers new product launches, including Evergrande Spring's Hong Kong version mineral water and Deyun She's food products, as well as financial reports from China Resources Beer and Tenuo International. It also includes news about Three Squirrels' new store, JD Supermarket's expansion into lower-tier cities, and a lawsuit against Nestle's Poland Spring water.
New DistributionWant Want's Performance Slips: Revenue and Profit Both Decline in H1 2017, Brand Aging Cited as a Serious Issue
On August 22, China Want Want released its H1 2017 report, showing revenue of RMB 9.347 billion, down 3.7% year-on-year, and operating profit of RMB 2.054 billion, down 13.5%. The company attributed the decline to an earlier Chinese New Year and rising raw material costs, while facing challenges from brand aging and changing consumer preferences.
New DistributionFrom Close Partners to Bitter Enemies: China Red Bull's Feud Between Two Tycoon Families
Behind Red Bull's annual sales of over 20 billion yuan in China lies a tangled web of interests between the Xu family and Yan Bin. Over 22 years of partnership, they experienced trust, suspicion, confrontation, and estrangement. What lessons can the business world draw from this?
马雪梅New Products & News: Mars, Tea π Updates; FMCG Companies' Half-Year Reports; Huabin First Responds to 'Red Bull Trademark' Dispute; Yatang Xiaochao Opens Direct Stores; Wahaha's Tech Path
This issue covers new product launches like Mars' spicy Snickers and Tea π's QQ-AR packaging, half-year financial reports from major FMCG companies, Huabin Group's response to the Red Bull trademark dispute, Yatang Xiaochao's direct store openings, and Wahaha's recognition as a national technology innovation demonstration enterprise.
New DistributionA Distributor's Transformation: Private Label Hits 100 Million in Annual Sales, and It Also Opens Its Own Category Stores
During a period of industry upheaval, a distributor in a third-tier city transforms itself by developing private labels to become a 'factory-less manufacturer' and by opening its own category stores to extend its reach downstream, illustrating the shift from traditional distribution to a more integrated supply chain role.
张思遥Your Sentiment, Consumers Don't Understand
We often see products like grains priced at dozens of yuan per jin, or fruits at hundreds of yuan per jin, backed by touching brand stories, lofty corporate visions, and pure entrepreneurial dreams. When you say it's too expensive, they say they have sentiment; when you say others sell the same thing for a tenth of the price, they say they have a dream; when you say it doesn't taste better, they say they're fighting for pride; when you ask if it's worth it, they say they're not selling a product but craftsmanship. Finally, I understand two things: first, an egg will never understand the dream of yeast; second, they are truly desperate for wealth.
陈崖枫Jiangxiaobai vs RIO: Rise vs Fall, What Did They Do Differently?
Brand is brand, marketing is marketing; brand is the ultimate business goal, while marketing is a series of means to achieve it. Is business failure the fault of brand marketing? Indeed, both belong to market operations, but there are inherent differences in sequence and market philosophy between East and West. Chinese companies often demand immediate results, while international brands typically build brand before marketing. RIO's failure stems from a vague brand positioning despite heavy marketing, whereas Jiangxiaobai succeeded by clearly targeting young consumers with a consistent brand strategy.
krisNew Products & News: Wandashan, Weilong, Oreo Launch New Items; Five Public Accounts Formally Apologize to Mengniu; Baorun Revenue Soars, Turns Profit; COFCO Great Wall Speaks Again After 'Carcinogenic Pigment Incident'
This issue covers new product launches by Wandashan, Weilong, and Oreo, along with industry news including five WeChat public accounts apologizing to Mengniu for spreading rumors, Baorun's strong half-year results, and COFCO Great Wall's response to a counterfeit product incident.
New DistributionIf You Don't Understand 'Consumer Language,' Any Marketing Approach Is Just Self-Indulgence!
This article discusses the concept of perceived quality, using examples like a restaurant serving less food to enhance satisfaction, and an airport reducing complaints by making passengers walk more. It argues that consumers judge products based on subjective signals, not objective quality, and marketers must understand these signals to communicate effectively.
苗庆显Niu Gensheng Returns to the Scene: What Are the Odds for Tibet 5100?
After the end of the 1.0 era of domestic high-end water competition, Tibet Water Resources has been making frequent moves, sponsoring Liverpool FC, partnering with Qingdao Laoshan, and expanding its product line to comprehensively cover the market. Facing pressure from imported products that tout foreign water sources and strong positioning by domestic brands, Tibet Water Resources has brought in Niu Gensheng to endorse its counterattack in the high-end water sector.
孙麒翔 王子扬Can Unmanned Stores Bring Wahaha Back to Its Peak?
The internet is trendy and the new economy is tempting, but they may not be the dish for traditional enterprises. On one side, new economy giants like Alibaba, Tencent, Google, and Amazon see soaring stock values and performance; on the other, traditional giants like P&G, Coca-Cola, and Master Kong struggle with stagnant or declining revenues. Wahaha, the Chinese food and beverage behemoth led by three-time richest man Zong Qinghou, has seen its performance halve from its peak, and its recent foray into unmanned stores may not be the salvation it hopes for.
罗建幸Selling 980 Million Chicken Feet: What Gives Him Confidence?
He thought he would run a hotpot business for life, but unexpectedly ventured into pickled pepper products, losing four hotpot restaurants and his house in the process. Through persistence, he turned chicken feet into a 900 million yuan business. He is Lu Youzhong, the head of Youyou Food.
关丹丹The King of Ready-to-Drink Soy Milk Returns! Monthly Sales Exceed 20,000 Cases in County-Level Markets!
In 2017, soy milk became one of the hottest beverage categories, with major players like Vitasoy and Dali entering the market. Heiniu Food, with 21 years of expertise in soy milk R&D and production, launched its new ready-to-drink soy milk product, quickly achieving remarkable sales, including over 20,000 cases per month in some county-level markets.
New DistributionNew Products & News: Wandashan, Jinluo, Nongshim Launch New Products; JD.com Releases Earnings; Coca-Cola Reportedly Eyes Danone; AB InBev Challenges Carlsberg; Moutai Shortage Boosts High-End Baijiu...
Wandashan Dairy launches a premium concentrated yogurt in North China; Jinluo enters the hot pot base market with two new products; Nongshim introduces four snack items; JD.com reports Q2 net profit of 976.5 million yuan; Coca-Cola is reportedly considering acquiring Danone; AB InBev and Efes merge Russian and Ukrainian operations to challenge Carlsberg; Moutai shortage boosts high-end baijiu brands.
New DistributionFrom Jiangxiaobai and Rio's Success and Failure: Which Comes First, Brand or Marketing?
A friend in the liquor industry sent an article titled 'Rio's Downfall: From a Billion-Dollar Product to Rapid Decline,' asking if Rio's failure was due to excessive brand marketing. This raises the question: is business failure the fault of brand marketing? Brand and marketing are distinct; brand is the ultimate business goal, while marketing is the means to achieve it. The article argues that Rio's failure was more a result of poor brand positioning than marketing tactics, contrasting it with Jiangxiaobai's success in the liquor market.
kris