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New Products & News: Rio and Lay's Launch New Products; AB InBev Sued; Wens Invests in COFCO Capital; Moutai Plans Financial Holding Company; Sun Art Retail Reports Earnings; Huishan Debt Restructuring Plan Unveiled
This issue covers new product launches by RIO, Lay's, Qingyilong, and Zhenwei, as well as industry news including a lawsuit against AB InBev, Wens Investment's participation in COFCO Capital's capital increase, Moutai's plan to establish a financial holding company, COFCO Wine's half-year results, China becoming the world's largest dark beer market, Sun Art Retail's interim results, and Huishan Dairy's debt restructuring plan.
New DistributionHow to Kill a Brand? A Concept That Subverts Classic Marketing Theory...
This article discusses the concept of Line Extension (LE) in marketing, using examples like Porsche and J.K. Rowling to illustrate how extending a brand can generate profits but also damage the core brand. The author argues that from a business perspective, it is acceptable to 'kill' a brand by leveraging its equity to maximize profits before the company's demise.
yevon_ouRevenue and Profit Both Decline: Have Unified's New Products and Distribution Channels Failed?
Uni-President, which has long relied on new product launches and distribution channel reforms to boost performance, seems to have hit a rough patch. Its 2017 interim results showed declines in both revenue and profit, with the beverage business suffering significantly. The company attributed this to the negative effects of adjusting sales pace and reforming traditional operating models since the second half of 2016. Zhu Danpeng, a researcher at China Food Industry, told Yicai that the decline was expected, noting that while new products like Hai Zhi Yan and Xiao Ming Tong Xue boosted the brand in 2015, they declined in 2016, and the distribution reform has yet to show results, making a turnaround difficult.
何天骄The Core Secret of Marketing: Build Recognition Backwards, Sell Forwards!
Cheapness is not the start of a smooth marketing path but the beginning of a marketing nightmare. The real marketing logic is to build recognition backwards: first gain consumer recognition, then force channel recognition, and finally sell forwards.
刘春雄Targeting the 20 Trillion Yuan Health Industry, GPHL's Pan Shou Shou Joins Forces with Guangdong Guanbao for a Major Event!
With the gradual implementation of the national '13th Five-Year Plan', the big health industry, focusing on health products and services, has been upgraded to a 'national strategy'. Jack Ma: 'The one who surpasses me in the future will definitely be in the big health industry.' Feng Lun: 'This trend is bigger than real estate. In the next five years, it will be about 20 trillion.' Wang Jianlin, with few words but decisive actions, invested 70 billion in Chengdu's medical industry in April. Meanwhile, high-quality domestic enterprises are seeking to share this 20 trillion cake through cross-border integration or innovation and upgrading.
财经记者联盟New Products & News: Junlebao and Orion Launch New Products; Uni-President Releases Financial Report; Coca-Cola Offers $1 Million for Sweetener Innovation; Jinluo Sued by Shuanghui; Moutai Price Cap in Beijing...
This issue covers new product launches by Junlebao, Orion, Shaanxi Sebao Technology, and Ma Dajie, along with industry news including Uni-President's interim results, Coca-Cola's sweetener innovation prize, a lawsuit between Shuanghui and Jinluo, Moutai's price cap in Beijing, BrewDog's expansion plans, the second batch of formula registrations, and JD Daojia's partnership with 7-Eleven in Chengdu.
New DistributionThe Grand Finale of My First Half of Life in Marketing (Last 50 Quotes)
This article presents the final 50 quotes from a marketing professional's career reflections, covering topics such as market strategy, workplace dynamics, leadership, and personal growth. The quotes emphasize the importance of diligence, continuous learning, and integrity in the marketing profession.
朱朝阳New Products & News: COFCO and Bright Dairy Launch New Products; Yum!, Jiajia, and Guanshengyuan Release Financial Reports; Lotte China Nearly Paralyzed; Youyou Food Plans IPO; Walmart and Unilever Slim Down...
This issue covers new product launches by COFCO and Bright Dairy, financial results from Yum!, Jiajia, and Guanshengyuan, Lotte's struggles in China, Youyou Food's IPO plans, and cost-cutting moves by Walmart and Unilever.
New DistributionMy First Half of Life (100 Quotes from the Marketing Industry)
This article presents a collection of 50 quotes from the marketing industry, offering insights on workplace survival, career development, and marketing strategies. The quotes cover topics such as leadership, teamwork, personal growth, and the realities of the corporate world.
朱朝阳Are Those Bad Companies Bad at Products or Marketing?
This article debates whether failing companies are primarily due to poor products or poor marketing, arguing that marketing is the decisive factor. It contends that bad marketing stifles good products and that marketing breakthroughs are key to turning companies around.
刘春雄New Products & News: "Milaotou", "Bright", "Qifeng", "Suka" Launch New Products...; Suning and Shengmu Join Forces; Wine Imports Slow; New Rules to Combat Food Rumors...
This issue covers new product launches including the return of Kadina Pea Crisps after 10 years, Milaotou's six new products, Celsius energy drink entering China with Li Ka-shing's investment, Suka Coffee's seven new products, and Bright Dairy's new lactic acid bacteria drink. Industry news includes Yanjing Beer's mid-to-high-end growth, Suning's strategic partnership with Shengmu for an exclusive dairy farm, a slowdown in China's wine imports, and new government regulations to combat food rumors.
New DistributionTen Small Trends in the Communication Industry That Will Change the Future in 2017
CTR Media Research believes that the current media ecosystem is basically a three-way standoff: traditional media represented by CCTV has the advantages of high coverage and high credibility, Internet media represented by BAT has the attributes of high connectivity and strong interaction, and new life-scene media represented by Focus Media has the quality of high reach and high matching. Small Trend 1: New media grows against the trend. CTR data shows that in 2016, China's traditional media market declined by 6% year-on-year, and only new media grew against the trend. Driven by mobile Internet, Internet advertising grew by 18.5%, and life-scene media continued the growth of 2015, with elevator TV advertising increasing by 22.4%, elevator poster advertising by 24.1%, and cinema video advertising by 44.8%.
New DistributionThe "Dog Food Economy" Is Red Hot, and New Third Board Pet Companies Are Rushing to IPO One After Another!
On July 28, Zhongchong Pet Foods, a pet food company, received IPO approval from the CSRC and is expected to list soon, following the successful A-share listing of Peidi Pet Foods, dubbed the "first dog food stock." Peidi is also the fifth New Third Board company to successfully transfer to the main board in 2017, with Tianyuan Pet and Yiyi Co. also planning IPOs. Behind this wave is the booming pet economy.
吴志Tianwo Enters Soy Milk Market; Holiland's NFC Juice Sales Promising; 'Small Size' Becomes Baking Industry's Killer Move; Cooking Oil Found with Carcinogens; 7-11 Upgrades with New Store Format...
Tianwo launches 'Youyou' soy milk drink; Holiland introduces NFC juice with promising sales; Mondelēz unveils healthy snack brand Véa; Hong Kong consumer council finds contaminants in cooking oils; 7-11 opens new-generation store in Tokyo.
New DistributionFrom Hema Fresh to Global Internet Sensation: Communication Marketing in the Internet Era
If asked which retail enterprise is currently the hottest, it is undoubtedly Hema Fresh. With only a dozen stores, this new retail innovator has become a global sensation within just one and a half years since its first store opened in early 2016, attracting attention from media and retail peers in Japan, the US, and beyond. Its popularity extends beyond retail to government, media, institutions, and manufacturers, with the Xi'an Party Secretary inviting Hema to establish a presence in the city.
鲍跃忠Decoding Suishougou: How a Seasoned Veteran Teams Up with Small Shops to Win Over Brand Owners
The author visited Suishougou's national trading center in Luohe and had an in-depth discussion with its chairman, Zhao Jimin, about current B2B models in China. Initially skeptical about the matchmaking model for FMCG, the author came to realize its viability after understanding Suishougou's approach, which focuses on helping small shops sell exclusive products to increase margins, supported by financial credit and risk guarantees.
赵波Moutai, Wuliangye, Luzhou Laojiao, Fenjiu and Other Brand Liquor Enterprises from Most of China Came! Uncovering Why the 2017 China High-end Liquor Exhibition Is So Popular
Click the image or scan the QR code to register for free to visit the China High-end Liquor Exhibition. Confirmed registered liquor merchants can enjoy free four-star or boutique hotel accommodation for one person per household on the 7th and 8th, and have the chance to attend the Moutai Night banquet to taste Moutai. The article reveals why the exhibition attracts top liquor brands and industry experts.
酒业家Taking Command in Crisis: A Veteran Turned Pork Factory Director, Slaughtering 50 Million Pigs a Year, Earning the Title 'Butcher'
Adults often 'scare' their children by saying that if they don't study hard, they'll end up feeding pigs at home, implying that working with pigs is shameful. However, there is one person who loves pigs and has spent his entire life working with them. From pigs to pork to factories to meat products, what comes to mind? Yes, ham sausages. This article is about Wan Long, the founder of Shuanghui, who bears the title 'Butcher'.
石榴姐【今日快讯】伊利每益添推金装小瓶新品;旺旺推40余新品;卖了35亿的金丝猴或以3~4亿回购；沃尔玛要用人脸识别改善服务...
FMCG news: Yili's Each Yitian launches new gold small bottle; Want Want launches over 40 new products; Golden Monkey, sold for 3.5 billion, may be bought back for 300-400 million; Walmart to use facial recognition to improve service.
New DistributionSecondary Distributors: A Brand's Pain?
In provincial capitals and above, secondary distributors once greatly increased product coverage but are now a pain point for almost all brands. The article categorizes provincial capital models, discusses price chaos under squeeze competition, and suggests that internet platforms may solve the secondary distributor problem.
刘春雄Amazing! A 270-Degree 'Super Big Screen' Makes Ads Better Than Movies
As one of the most popular art forms today, movies have a broad audience base and are one of the main entertainment and leisure lifestyles for the post-80s, post-90s, and post-00s generations. Cinema viewing is essentially a high-level experiential consumption, so the film industry has long been making efforts to continuously improve people's viewing experience. As technology advances and iterates rapidly, besides artistic excellence, various scientific and technological means bring audiences cool and stunning audio-visual experiences.
New DistributionDeclining Giants and Rising New Products: Who Is Capturing the Market Against the Trend?
In recent years, you may have noticed that companies with major brands like Nestlé, Coca-Cola, Master Kong, and Wahaha are losing ground, increasingly challenged by small brands that emerge suddenly, and their ability to suppress these challengers is weakening. Marketing budgets used to be paramount, but now relying on budget to dominate is harder. Even in personal growth, more young people are rising rapidly.
包思成Feng Jie, Founder & CEO of Yidinghuo: The Path of Omnichannel Transformation for Brand Owners in the New Retail Era
On July 15, Feng Jie, founder & CEO of Yidinghuo, the leading mobile ordering platform in China, was invited to speak at the 2nd China 'Internet + FMCG' Summit Forum. As the only SaaS mobile ordering enterprise representative, he elaborated on the omnichannel transformation for brand owners in the new retail era, emphasizing that the essence of changes in marketing, retail, consumer interaction, and supply chain collaboration lies in new channel models.
New DistributionBrands Are Being Diluted
Brands seem to have lost their strong appeal, new brands no longer require long-term heavy investment, and brand premium power appears weakened. This is described as 'brand dilution' by teacher Fang Gang, prompting a re-examination of the social environment for brands.
刘春雄