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3215 articles · Page 98 of 134
Attention! Nestlé, Mondelez, PepsiCo, Mars... During the Transformation Period, These 10 Multinational Brands Are Making the Following Adjustments!
Nestlé, Mondelez, PepsiCo, Mars, Coca-Cola... These household names represent a group of highly capable and creative food manufacturers, sharing common labels: tens of thousands of employees, annual sales revenue in the tens of billions of dollars, mature and diverse brand portfolios, and global distribution networks. Among them, the following 10 food companies not only control almost all snacks and beverages in Europe and America through their brands and diverse categories, but also influence sales trends worldwide. During the industry's transformation period, these 10 multinational brands are making the following adjustments in the market.
New DistributionMagical Marketing! Biscuits That Sing: How 105-Year-Old Oreo Captivates Youth on Tmall
Within 9 hours of launch, over 10,000 boxes were sold, turning whimsical ideas into reality. A year ago, Mondelez partnered with Tmall to launch a color-your-own packaging, and at least 28 brands across 4 industries have since followed suit, creating customized products with Tmall. Alibaba has also entered strategic partnerships with global giants like Nestlé and Mars, conducting innovative experiments that spark consumer revolutions.
梁周倩If You Choose to Be a 'Premium Water,' You Are Destined to Be a Niche Brand!
Foreign premium water brands are flooding into China, while domestic premium drinking water brands are emerging one after another, intensifying market competition. In the era when technology was still mysterious, premium mineral water was often associated with impressive-sounding terms like 'oxygen-rich,' 'distilled,' and 'ionized'; today, it quietly embraces the concepts of 'original ecology' and 'zero additives.' The definition of 'premium' has evolved, but companies' determination to enter the premium market remains unchanged. In recent years, despite slowing economic growth, the premium mineral water market has continued to surge.
龙小龙No Harm, No Trade: Come On, Keep the Harm Coming
The article discusses how 'unfavorable comparisons' and self-conflict drive market dynamics, revealing that the true 'soul of marketing' lies in creating and resolving conflicts. It explores four types of internal contradictions that marketers exploit to stimulate consumption.
苗庆显How Should Distributors Choose Brands in the New Environment? "Potential" Equals "Opportunity"
Obtaining the distribution rights for a well-known major brand requires great effort, and holding the agency for a famous brand often means good sales and profits, as the brand's own product pull and brand drive can generate excellent market results. However, the current market environment has changed with shifting consumer concepts, demographic shifts, and diversified sales channels. The continuous decline of FMCG brand enterprises, especially those that once held monopoly positions, clearly shows the enormous changes in the market. In this new environment, distributors must not only transform their marketing strategies but also choose brands with both product brand and product concept, requiring keen market insight and foresight.
New DistributionBehind Xiang Piao Piao's 'Money-Burning' Marketing Strategy
Industry insiders believe that Xiang Piao Piao's continued reliance on 'money-burning' advertising investment is likely to bring about unhealthy performance growth, and the high advertising costs may ultimately become a 'time bomb' eroding the company's net profit. Despite its success with cup milk tea, Xiang Piao Piao has been unable to enter the A-share market, and its recent attempt to become the 'first cup milk tea stock' faces challenges.
董亮 高萍Is Wahaha Falling? No, It Just Hasn't Moved
Since 2013, Wahaha's performance has been declining, leading many in the industry to discuss its fall, with some even predicting its demise. However, like Metersbonwe and Li Ning in 2016, Wahaha may not fall so easily; it may be dormant but will wake up as a lion. The article analyzes the reasons behind Wahaha's three-year decline, including product failures, market segmentation, upgraded business logic, changing target consumers, and brand aging.
小龙Acquired by Foreign Capital, or Shelved, How Can National Brands Make a Comeback?
Li Ning once said that Chinese stories are easy to tell, but Chinese brands are hard to build. Indeed, brand depth requires an overall improvement in society. Brands like Arctic Ocean, Robust, Tingjiayi, Nanfu, and Minicare were once well-known to the post-80s and post-90s generations, but they fell victim to foreign acquisitions and shelving. However, with industrial restructuring and the need to revitalize national brands, more and more national brands have been bought back by local enterprises in recent years. Meanwhile, brands like Huawei and Li Ning have risen rapidly.
New DistributionIf You Trash Prices, You're Not Far from Death
The soul of marketing is how to sell prices. Sales sell products through price, while marketing sells price through products. Price tactics are efficient but addictive, leading to a downward spiral; value creation is the sustainable path, as low prices attract but don't retain customers, while high prices build loyalty. Trashing prices disrupts competitors temporarily but permanently harms yourself, and losing price discipline can lead to a price collapse, which is fatal.
刘春雄Marketing Department | Is Your Marketing Department a Tycoon, Middle Class, Petit Bourgeois, or Poor Peasant?
Traffic is more expensive than gold, and 'channels are king' is absolutely correct. Every capable marketer must not only master creativity but also carefully manage their 'river of traffic' to achieve the realm of 'creation-flow integration.' This year, it is a very realistic and important matter to determine whether your marketing department is a tycoon, middle class, petit bourgeois, or poor peasant, as this self-awareness determines the basic framework of your marketing strategy. The following content is cautionary: it may make you feel that comparing people to people leads to death, and comparing marketers to marketers leads to vomiting blood and dying.
张张Awesome! A Top Salesman's 5 Notes on Distribution
The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.
New DistributionYili Eyes $850 Million Deal for America's Top Organic Yogurt Brand
Facing severe homogenization in the domestic dairy market, Yili is compelled to strengthen its high-end product portfolio, and organic yogurt could become a key advantage to outpace competitors. Reports suggest Yili is bidding $850 million for Stonyfield, the leading U.S. organic yogurt maker, a subsidiary of Danone.
赵晓娟Yi Dian Dian, Why Are You So Popular?
Yi Dian Dian milk tea belongs to the Taiwanese brand 50 Lan, founded in 1994. In 2010, 50 Lan entered mainland China via Shanghai, but due to trademark issues, it was renamed Yi Dian Dian. It expanded rapidly from 2015, opening about 20 new stores per month, using flexible models like single-store franchising and regional licensing. Thus, Yi Dian Dian has only been in the mainland market for six years. At that time, many domestic milk tea brands existed, such as COCO, which entered the mainland in 2007 and became the most recognized brand. Now, Yi Dian Dian has become a beloved brand, with stores often seeing long queues and early sell-outs, seemingly surpassing COCO.
lighthouse徐Traditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
方刚Riding the Channel Dividend: Don't Be the Cat Killed by Curiosity!
Charles Robert Darwin, one of the smartest people of the 19th century, long ago taught us in 'On the Origin of Species' that curiosity killed the cat. In today's society, why are only a few people who maintain curiosity and act on it? Because exploring the unknown is always risky, with failure far more likely than success. As a result, those overly curious souls often fail to pass on their genes before they're Game Over. Yan Yan, known as the 'godfather of venture capital,' once claimed that the startup success rate is less than 1%. Regardless of whether this conclusion is exaggerated, looking at the latest casualty lists of O2O and P2P startups, and considering the recent new retail trend, it's enough to make startup founders want a glass of 1982 Sprite to calm their nerves.
黄润霖Decoding the Post-90s Generation in 10,000 Words: No Brand Awareness, Selfishness and Self-Deprecation, Anti-Pretentiousness, Conservatism
After two years of reviewing numerous data reports and demographic descriptions about the post-90s generation, and having launched various products and campaigns targeting this consumer group, I'd like to share my perspective as an advertising professional. First, I must clarify that this age-based classification is unscientific and overly simplistic; even among post-90s, there are vast differences between children from elite families in Beijing, Shanghai, and Guangzhou and those from smaller cities. If age is the vertical axis, the horizontal axis should include education, family income, occupation, and other parameters to segment this generation more precisely.
赵圆圆Aged Floral Water, Low-End Market
Floral water, a traditional Chinese summer essential, faces category bottlenecks with a market size of about 2 billion yuan. The market is dominated by two brands, Liushen and Longliqi, with limited innovation and growth potential.
晓晓Winning the Summer Beverage Sales Battle
As the saying goes, 'Good wine needs no bush.' However, in the face of overwhelming advertising, aggressive competitors, and consumers' low brand loyalty, beverage distributors must not only rely on product strength but also employ every sales and promotion tactic to win the peak season battle. In early summer, the beverage market is fiercely competitive. Distributors are focusing on leveraging their marketing advantages, tailoring promotion plans to product characteristics, and seizing market share to solidify their positions. As time goes on and circumstances change, it becomes essential to grasp market trends and take a series of actions to drive product sales.
冯媛Discounts, Gifts, and Lotteries Are Just 1/8 of the Promotional Iceberg: Uncovering the 7/8 Below the Surface
Discounts, buy-one-get-one offers, and lotteries are the most common promotional tactics, but they only represent a fraction of what effective promotion entails. This article argues that the essence of promotion lies in leveraging the target audience's focus during specific times to integrate marketing elements, boost short-term sales, and build a foundation for long-term growth, using the example of a Mother's Day campaign for soy milk makers.
张婷Bright Food Sells UK Cereal Brand Weetabix for £1.4 Billion, a Stinging Reversal
Chinese companies have frequently acquired overseas brands, but selling one back is rare. Recently, Bright Food Group confirmed it would sell its 60% stake in UK cereal brand Weetabix to US cereal maker Post Holdings for £1.4 billion, a move that contrasts with its earlier denial and highlights challenges in integrating foreign brands.
New DistributionFive Major Changes in Marketing Since the New Century
Since the new century, two major developments—the internet and the global brand trend—have permanently transformed marketing. This article outlines five revolutionary changes: PR is more important than advertising, category is more important than brand, name is more important than strategy, visuals are more important than words, and multi-brand is more important than single-brand.
里斯品类战略Yili and Mengniu: An 18-Year Saga of Rivalry and Redemption
The history of China's dairy industry cannot be told without mentioning Yili and Mengniu, whose 18-year rivalry began with Niu Gensheng's resignation in 1999. This article traces their rise, the turning point of the melamine scandal, and Yili's subsequent resurgence, highlighting the marketing strategies and financial performance that shaped their fortunes.
钱真理Don't Blame Sales When Marketing Falls Short
Many companies blame poor sales results on inadequate sales staff, but they should reflect on their own marketing. Marketing places products in consumers' minds, while sales puts them in front of consumers, yet SMEs often deviate from this in their marketing planning. After hearing many success-driven trainings and stories, marketers and bosses conclude that any product can be sold by a skilled salesperson, but with the rise of the internet and e-commerce, it's time to reconsider.
周风波Wei Qing's New Work: "New Products Can't Sell" — What to Do?
This article systematically analyzes why new products often fail to sell and provides specific action steps to make them sell. It emphasizes the need for dealer bosses to personally manage frontline sales, adjust employee assessments, and unify internal thinking.
魏庆