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Browse 3215 New Distribution articles about Brand Marketing.
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Le Chun Breaks Out of the Red Sea by Upgrading These 5 Concepts
Two years ago, few believed Le Chun could survive in the fiercely competitive yogurt market. The company's founder shares insights on five key concepts—brand, design, food, operations, and supply chain—that have driven its success and innovation in China's FMCG industry.
DennyWhy Are Most Successful Marketers Not Marketing Majors?
The article argues that in marketing, formal professionalism and experience can become dogmatic and outdated, while true expertise comes from practice and the ability to turn successful practices into methodologies. The author, Liu Chunxiong, shares his own non-marketing background and emphasizes the importance of adaptability and learning from practice over traditional credentials.
刘春雄Real Cow Farm in a Shopping Mall? A Quality Experience to Better Understand Dairy Marketing
As the dairy industry expands, consumers are increasingly concerned about product quality. This early summer, QQ Star used a themed event to show that verbal claims are outdated, and experiential quality marketing is accelerating.
New DistributionNew Products Die Too Fast Because Distribution Rate Is Too High
An industry giant's CEO says distribution is no longer a problem, but products just don't sell through. This is a common phenomenon, not an isolated case. The reason is that most companies still follow traditional deep distribution practices: distribution plus sell-through. The key to solving this lies in addressing product cognition during product upgrades, focusing on precise distribution, and implementing a new marketing system that emphasizes experience and word-of-mouth.
刘春雄Traditional Marketers Are Queuing Up to Take Their Final Bow
The author, Liu Chunxiong, argues that traditional marketers—including experts, consultants, executives, and distributors—are being phased out by the shift from industrial to information civilization. He contends that their methods are failing, and only those who can integrate traditional and internet marketing will survive.
刘春雄Jack Trout, Father of 'Positioning', Passes Away; His Theory Once Revived IBM from an $8.1 Billion Loss
On June 5, 2017, Jack Trout, the world's top marketing strategist and pioneer of the positioning theory and marketing warfare theory, passed away at his home at the age of 82. His 'positioning marketing concept', introduced in his 1980 book 'Positioning', is recognized as 'the concept that has had the greatest impact on American marketing in history', changing marketing concepts in the US and worldwide. The core of positioning theory is that a company must define a position acceptable to customers' minds in the external market competition, and then guide internal operations accordingly, so that the company's outputs (products and services) are accepted by customers and converted into performance.
水原瓜子Only 5% Can Survive: 2017 New Beverage Product Marketing Power Ranking
Looking at this year's new products, we can see several characteristics: their flavors are becoming more and more peculiar, their positioning is becoming more segmented, their naming is becoming more casual, and their packaging is becoming more thoughtful. This article selects the nine most promising new products based on personal preference.
TOP君Occupying a Price Band Means Occupying an Era
Author: Liu Chunxiong | Source: Teacher Liu's Forum (ID: liuchunxiong1964). On the first day at Harvard Business School, new students scramble for seats, as the seat you get on day one is yours for years, affecting your interaction with professors and academic performance. Similarly, in business, occupying a price band is like securing a seat—it determines your market position and success.
刘春雄From One-Size-Fits-All to Personalized: Can Reverse Customization Work in FMCG?
As FMCG industry growth slows and consumer demand for personalization rises, reverse customization is helping brands break away from the one-size-fits-all, volume-driven model. Major brands like Wufangzhai, Mondelez, and Budweiser have launched reverse-customized products on Tmall, signaling a shift toward consumer-centric production.
栾立Deceived of 10 Billion, 100,000 Micro-Business Traders Lose Everything—Don't Let Moneng International Get Away! Exposing China's Biggest 'Micro-Business Fraud Group'
A Chinese micro-business giant, Moneng International, allegedly defrauded 10 billion yuan and left 100,000 agents bankrupt. The article exposes its fraudulent practices, including false advertising, pyramid schemes, and deceptive training, warning that only honest business can sustain the industry.
一刀队长Why Is Mainstream Shift Difficult? Master These 5 Rules
Since Liu Chunxiong and I published the viewpoint of mainstream shift in 'Sales and Marketing' in August 2014, the term has been attached to new products by many companies in 2015 and 2016. However, labeling doesn't bring market share; nearly three years later, few new products or brands truly qualify as mainstream shift, and even those that are genuinely 'new' are far from becoming mainstream. So, is mainstream shift an idealized dream? Or where is the path?
史贤龙Why Does Master Hao's Beloved Uni-President Struggle?
Uni-President has launched many hit products, yet it still struggles. This article explores why its hits have short lifespans, attributing the issue to internal competition, short-sighted channel management, and a failure to maintain market share for older products.
老纳China's New First-Tier City Rankings Released: Chengdu and Hangzhou Lead
The evolution of Chinese cities does not follow a single path; only by following their own strengths can they become special in people's hearts. Based on the latest year's commercial data from 160 brands, user behavior data from 17 internet companies, and big data from data institutions, CBN's New First-Tier City Research Institute ranked 338 cities at or above the prefecture level again. This 2017 latest city commercial charm ranking continues to use the five indicators from the previous year: commercial resource agglomeration, city hub status, citizen activity, lifestyle diversity, and future potential, but with some adjustments in the analysis algorithm.
New DistributionThe Biggest Transformation in Chinese Marketing: From Channel Domination to Content Domination
Marketing has always played a crucial role in business operations, but with the advancement of technology and changes in consumer behavior, its function is subtly shifting. The transformation can be understood through the 4Ps—product, price, place, and promotion—where the core shift is from channel control to content dissemination, driven by the internet and a maturing marketing system.
小平死磕营销Beyond Meat, backed by Gates, products hit shelves; Skittles to launch sweet and spicy flavor; SF Express and UPS to create joint brand for international expansion...
Beyond Meat, a company invested by Bill Gates, General Mills, and Tyson Foods, announced its meat patties will be available in Safeway stores from May 29. Thai seafood producer Union Thai is entering China with its consumer brand Oscar King. Alibaba acquired an 18% stake in Lianhua Supermarket. Skittles and Starburst will launch sweet and spicy flavors in December. SF Express and UPS will form a joint venture in Hong Kong to develop international logistics.
New DistributionKantar Releases 2017 Global Brand Footprint Report, Coca-Cola Tops for Fifth Consecutive Year
On May 24, 2017, Kantar Worldpanel released its 2017 Global Brand Footprint Report in the UK. The report shows Coca-Cola as the most chosen brand globally for the fifth year running, while emerging markets now account for 51% of FMCG spending. Chinese brand Yili remains the top choice in China but did not make the global top 50.
New DistributionReconstructing the Underlying Logic of the Marketing Department!
The article discusses the functions and classifications of marketing departments in Chinese enterprises, distinguishing between management-oriented and service-oriented types. It analyzes the challenges and limitations of marketing departments, such as lack of resources and support, and proposes a reconstruction of the marketing department's logic to adapt to changing market conditions.
方刚Consumer Brand Cognitive Association: Nongfu Spring Has Launched a New Battle
After observing the beverage aisle at Walmart for a morning, I noticed two interesting points: first, Nongfu Spring's products visually feel cohesive, with subtle associations between them that evoke the classic red bottle; second, most brands have realized the importance of packaging, but consumers face more choices and hesitation. The key question is: what will we sell next after meeting the demand for aesthetics? The answer is to sell the brand cognition that consumers already have.
新经销团队龙小龙Building an Invincible Marketing Team in a Weak Market
This article discusses how to build a strong sales team in a weak market, addressing challenges such as low morale, lack of direction, and high turnover. It offers practical strategies including creating a harmonious team environment, boosting morale, self-improvement for leaders, setting clear goals, managing personnel effectively, ensuring execution, establishing systems, and fostering continuous learning.
朱朝阳The Thinking Logic Behind Uni-President's Frequent Hit Products: Concepts, Desires, and Emotions
A friend in the health supplement industry asked the author about product thinking. The author argues that product thinking is consumer behavior based on market demand, and uses Uni-President's new product strategy to illustrate three key aspects: understanding consumer concepts, invoking shared emotions, and stimulating desires.
龙小龙New York Festivals Awards First China Brand Communication Award
On May 18, 2017, the New York Festivals, one of the world's three major advertising festivals, opened grandly at the Lincoln Center in New York. Founded in 1957, the New York Festivals includes the New York International Advertising Awards, the New York International Television & Film Awards, the New York International Radio Awards, the AME Awards, the Health & Wellness Awards, and the Midas Awards. This year, over 3,000 companies from more than 80 countries competed in 19 categories, with a grand jury and executive jury of over 400 creative directors from 75 countries. The festival also celebrated its 60th anniversary by presenting two special awards, including the first-ever China Brand Communication Award, which was given to Focus Media Group.
New DistributionOmnichannel Marketing Layout Is Urgent: The Pain of Brand Transformation under New Retail
Since 2015, 55% of offline shopping mall channels in China have experienced negative growth year after year, with 38% of malls declining by more than 10%. Wahaha's performance dropped from 72 billion to 49.4 billion yuan, a decrease of 22.6 billion yuan in revenue, marking a multi-year low. Money is becoming harder to earn. As consumer habits shift from offline browsing and buying to browsing in malls and buying online, the sales ratio between online and offline for most brands has been reversed. With the emergence of cross-border shopping, video streaming, vertical shopping apps, and social e-commerce platforms like Smzdm, Xiaohongshu, and Pomelo, the consumer market for brands is increasingly fragmented, making channel management more complex and operations more refined and precise. Enterprises lack innovation, channel barriers have disappeared, and consumption is upgrading. Meanwhile, industry-wide overcapacity, product homogenization, channel conflicts, price wars, and cross-regional selling have left brand owners besieged in the new round of market competition.
New DistributionThe '5 Ones' Project for Building Model Township Markets
As the baijiu industry enters a period of deep adjustment, competition among regional brands intensifies. Regional baijiu brands must build their own niche market barriers by thoroughly penetrating township markets, and the '5 Ones' project is crucial for this.
New DistributionBashing the Marketing Department? Surely Bash Traditional Sales First!
A recent article bashing the marketing department has gone viral, but can it really be eliminated? The real question is: who is responsible when sales targets are missed? The marketing department is already struggling with mobile internet transformation, handling tasks like social media updates, consumer research, e-commerce product development, and promotional activities. Despite criticism, there are no proven successful cases yet, as everyone is still exploring. The key challenge is how to achieve sales growth when traditional sales are declining, and the article suggests exploring channel breakthroughs through mobile internet and shared economy concepts.
谭长春