TOPIC ARCHIVE
Brand Marketing articles
品牌营销
Browse 3215 New Distribution articles about Brand Marketing.
Published articles
3215 articles · Page 96 of 134
Yang Yehu, Co-founder of Jiangxiaobai, Reveals for the First Time Why He Left Jiangxiaobai to Earn an Annual Salary of 2 Million!
Yang Yehu, co-founder of Jiangxiaobai, shares his journey from a monthly salary of 2,500 yuan to an annual income of over 2 million yuan in just 215 days, and explains the importance of personal branding and strategic marketing in the FMCG industry.
杨叶护Can P&G's Brand Reduction Strategy Succeed?
P&G, known for its multi-brand strategy with over 200 brands, has been cutting brands in recent years. In China, its sales growth has slowed and market share has declined, raising the question of whether this brand reduction can succeed. The article argues that P&G faces challenges such as brand aging, missing the consumption upgrade, and lack of innovation, making the reduction strategy insufficient to solve its problems.
江品醇Foodies Beware! Top-Ranked Instant Noodle Brand Found with Excessive Coliform Bacteria
The General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) announced that 3.4 tons of Nissin instant noodles were destroyed due to unquarantined chicken ingredients and excessive coliform bacteria. This could negatively impact Nissin's expansion in mainland China, where it aims to grow its high-end instant noodle market.
孙嘉夏 陈祺欣Why Are There Big Brands in Instant Noodles but Not in Dried Noodles?
In my private circle, someone raised this question, and I happened to visit a supermarket over the weekend, so I posted the question with images. I received over 500 comments, and due to limited time, I couldn't reply to each one. Thank you for your attention and thoughts. Today, I don't have a definitive answer, but I'll share some possible reasons.
小马宋Many Brands Fall as Lactic Acid Bacteria Beverage Industry Faces Major Shakeout?
After a period of explosive growth, lactic acid bacteria beverages are showing signs of fatigue. Facing strong competition from substitutes like yogurt and product upgrades, the industry is finally undergoing a shakeout. A Beijing Business Today investigation found that in the Beijing market, low-temperature lactic acid bacteria beverages still dominate, with brands like Junlebao, Mengniu, and Wei Chuan all offering their own products. Promotions are widespread, with buy-one-get-one-free and discounts being common. Overall, the low-temperature lactic acid bacteria beverage industry has entered a bottleneck period, and the industry is facing a ceiling. In the future, with consumption upgrades, some small and chaotic brands may be cleared out.
孙麒翔 王子扬To Excel at Marketing, Look Beyond It
The author argues that true marketing expertise comes from studying areas beyond marketing itself, such as industry dynamics, psychology, management, strategy, and logic. He emphasizes that industry attributes determine the ultimate competitive landscape, and that understanding these external factors is crucial for long-term success.
刘春雄Market Value 6 Billion! This Southern Carpenter's 30 Years of Focus and Persistence Created China's First Listed Noodle Company!
A northern colleague complained that the north, as a noodle-eating region, lacks a famous dried noodle brand, while Hunan, a rice-eating province, produced Chen Keming. As a Hunan native, I think it's necessary to talk about Chen Keming!
财哥Eight Oddities in the Circle of Friends
A quick overview of the eight odd phenomena observed in WeChat's Moments, ranging from the rapid spread of negative news to the prevalence of miracle products and dubious 'chicken soup' posts. The author humorously critiques these trends, noting that some so-called wisdom may be misleading, yet people accept it blindly.
戈军珍In a Few Years, How Many People Will Still Be in Marketing?
Around 2000, the author visited Japan and Australia with a small Chinese company and found that their largest counterparts had only about 20 marketing staff each, focusing on market services, unlike the Chinese company's hundreds. This led to reflections on the future of marketing in China, considering factors like labor supply, channel fragmentation, and the rise of new tools.
New DistributionA Veteran Employee's Parting Advice: Impatient Young People, Please Read This
If you work hard enough, you can become a 'spiritual soul' in your company. Companies need such people, and their traits—like responsibility, attitude, and perseverance—are key. Don't be impatient; instead, stay, learn, and grow, because the company, colleagues, and challenges all contribute to your development.
New Distribution11 Tips for Marketing "Newbies"
After eight years in the workforce, a marketing veteran shares 11 practical tips for newcomers, emphasizing systematic learning, critical thinking, and consistent habits. The advice covers building knowledge frameworks, avoiding guru worship, maintaining humility, learning by doing, and continuous self-improvement.
漩涡What Impact Will New Retail Have on the FMCG Industry?
Alibaba's New Retail concept is highly disruptive, potentially reshaping the FMCG industry by introducing new tools, shifting power to consumers, and challenging traditional channel and value chain structures. The article explores its overall impact on the industry, enterprises, and consumers, while questioning its long-term viability for FMCG.
谭长春Chinese Consumers 'Don't Care About Brand Origin, Only the Cheapest'? Check Out Nielsen's Latest Data
According to Nielsen's latest research, Chinese consumers disagree with the notion of 'not caring about brand origin, only choosing the cheapest,' ranking second highest in disagreement among 63 surveyed countries, with 70% of respondents disagreeing. This indicates that brand origin is crucial to Chinese consumers. Nielsen's newly released report, 'Competition and Progress: The Game Between Multinational and Local Enterprises,' aims to study the strengths and weaknesses of Chinese and foreign enterprises and how they can learn from each other to drive development. Chinese consumers value brand origin...
New Distribution【Today's News】Uni-President Chairman Actively Responds to Mainland Market Changes; Analyst Suggests Nestlé Sell All Confectionery Business; Juewei Duck Neck and Ele.me Jointly Establish Venture Capital Fund
FMCG news: 1. Uni-President chairman: actively respond to mainland market changes, future strategy is one core plus four main axes. Uni-President held a shareholders' meeting, chaired by Chairman Lo Chih-hsien. After the meeting, Lo said the overall mainland China market has no problems, and Uni-President will actively cooperate with changes. He also said Uni-President's future strategy will be one core plus four main axes, including strategic alliances and strategic M&A. According to Taiwanese media reports, Lo said that with the efforts of the management team, last year's revenue was NT$413.4 billion (approximately RMB 92.7 billion), and net profit after tax was NT$14.5 billion, up 3% from the previous year, both setting new records.
New DistributionAll Homogenization Is Because of the Fear of Bravely Moving Up
Marketing believes that perception is greater than fact. Even the most homogenized products can be differentiated through marketing, as seen in the case of purified water. The key to avoiding homogenization is to bravely move up, maintain value perception, and avoid compromising on price, promotion, and credit.
刘春雄Always Talking About Consumption Upgrades, Do You Know China Has Five New Types of 'New Humans'?
More and more companies are restructuring strategies, developing new products, and launching marketing campaigns because, with the growth of upper-middle-class and affluent segments, the rise of young consumers, and the integration of online and offline businesses, China's consumer market is about to undergo a major transformation. Recently, Boston Consulting Group (BCG) and Alibaba jointly released a report titled 'New Consumer Trends in China: Three Driving Forces Shaping New Consumer Segments,' which suggests that as demographics and society evolve, new consumer segments are emerging.
刘怡君Laogan Dad, Ali Mom, Lei Bi, Xing Ba Ke, Eight Walnuts... Surprisingly Not Counterfeits!
Counterfeit products are rampant, but some seemingly fake brands like 'Lei Bi' (imitating Sprite) and 'Xing Ba Ke' (imitating Starbucks) are actually registered by the original companies as defensive trademarks. Major companies like Coca-Cola, Starbucks, and小米 have registered numerous similar trademarks to protect their brands.
每经编辑How to Revive a Dead Brand
This article discusses how to revive a dead brand, arguing that selling nostalgia is ineffective and that brands should instead focus on quality and innovation, possibly by launching new brands while leveraging existing production and distribution assets.
老纳Coca-Cola's New Fat-Burning Cola Goes Viral, But Here's the Truth!
Following last year's sleep water, Coca-Cola has launched a new fat-burning cola that has gone viral online, with over 30,000 shares and 20,000 comments within two hours. The company claims it contains indigestible maltodextrin to inhibit fat absorption, but the reality is that it only slows down fat gain rather than promoting weight loss.
New DistributionTraditional Marketing Is Dead, with a Five-Year Reprieve!
This article argues that traditional marketing is effectively dead, with a five-year transition period, due to fundamental changes in consumer decision-making and the rise of omnichannel, all-touchpoint marketing. It urges companies to adopt consumer-centric strategies that integrate online and offline channels to survive.
New DistributionCentury-Old Gillette: The Essence of a Good Business
Founded in 1901, men's shaving brand Gillette has never seen its return on equity or return on capital fall below 10%, even in its worst years, according to its century-long annual report data. The article analyzes the essence of Gillette's good business, emphasizing the importance of customers paying premiums for subtle differences and high barriers to entry, and discusses brand, pricing, professional managers, change, entrepreneurship, and investment stages.
敬畏市场先生Want to Stand Out in FMCG? You Still Need Internet Celebrity Wang Sicong!
Wang Sicong, China's most famous rich second generation, has launched a beverage called EROS, priced at 9.9 yuan per bottle, with the slogan 'Live for fun'. This article analyzes how he applies internet celebrity incubation thinking to the beverage industry, examining its brand IP, market positioning, advantages, and potential flaws.
龙小龙COFCO Lost 900 Million Yuan in 7 Years Making Instant Noodles; Why Did Kemen Noodle Manufacturing Take Over the Hot Potato Wugudao Chang?
Expansion and cross-industry moves are common in the capital market, whether for short-term arbitrage or long-term strategy. Kemen Noodle Manufacturing (002661.SZ), a company known for its dried noodles, has now spent 52.28 million yuan to acquire the assets of Wugudao Chang. The company stated that the acquisition will help enrich its product categories, but the move raises questions about its strategy beyond its traditional noodle business.
陈晓京Why Can't Even Uni-President and Wahaha Develop Good Products?
This article discusses why even leading Chinese FMCG companies like Wahaha and Uni-President struggle to develop successful new products, attributing it to outdated consumer research methods and the shift to a mobile-first, consumer-empowered market where traditional top-down marketing no longer works.
谭长春