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Browse 3215 New Distribution articles about Brand Marketing.
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How Liangmianzhen, a once-famous domestic brand, fell to second-tier status
Once-glorious toothpaste brands like Liangmianzhen and Lantian Liubizhi have now become second-tier products. However, in recent years, with the launch of high-end functional toothpastes represented by Yunnan Baiyao, local brands have been continuously improving themselves in segmented markets such as product quality and efficacy, and their counterattack in the mid-to-high-end market has begun to show results, potentially accelerating industry reshuffling.
New DistributionThe Philosophy of Blockbuster Products, Distinct from Blockbuster Strategy: Three Laws for Creating Blockbusters
Written by Niu Enkun, Chairman of Liangjian Consulting. The author distinguishes between 'blockbuster products' (爆品) and 'hot items' (爆款), arguing that true blockbusters are not short-term tactical products but require continuous quality improvement, adaptive marketing models, and sustained brand value accumulation. Drawing on the liquor industry's experience, he provides a path for SMEs to break through.
牛恩坤He Was a Section Chief, Sold Ice Pops, but Accidentally Built a 3 Billion Yuan Business on a Single Sunflower Seed
When it comes to sunflower seeds, many people immediately think of Qiaqia. Qiaqia Food has become the undisputed leader in the seed industry, with low profit margins per pack, but founder Chen Xianbao chose to scale it up. Despite the thin margins, Qiaqia Food went public on the Shenzhen Stock Exchange in March 2011, becoming the only company in the industry with sales exceeding one billion yuan. Chen Xianbao built a personal fortune of 3 billion yuan from selling seeds.
南七Three Squirrels Races Toward IPO: Who Will Be the Flying Pig in the 2 Trillion Yuan Snack Food Market?
Founder Zhang Liaoyuan is taking Three Squirrels, just five years old, to an IPO. Financial data shows that in 2016, Three Squirrels achieved revenue of 4.423 billion yuan, a year-on-year increase of 116.47%, and net profit of 237 million yuan, a surge of 2535%. Such results are enough to astonish many peers in the industry, but they also hide multiple risks. With these impressive results, Three Squirrels filed its IPO prospectus with the Shenzhen Stock Exchange on April 21, planning to issue no less than 4 million shares on the ChiNext board.
New DistributionWhy 90% of SMEs Fail to Upgrade from Sales to Marketing
The article explains why most Chinese companies remain stuck in a sales-driven mindset, likening the marketing department to an air force in modern warfare. It argues that as competition intensifies, companies must establish a true marketing function to design strategy and drive growth, rather than relying solely on sales efforts.
高建华COFCO Fortune and iLingGong Jointly Host Forum on 'Shared Economy Marketing Innovation'
Driven by the internet, the sharing economy is rapidly permeating every aspect of life. Facing this new economic model, many companies are feeling the chill of slowing growth due to outdated traditional marketing. On April 25, 2017, COFCO Fortune and iLingGong co-hosted the 'Marketing Innovation Forum under the Shared Economy' in Beijing, bringing together industry leaders to discuss and explore innovative marketing strategies.
New DistributionFrom Zero to 9 Million: How a Dealer Sold a New Small Bottle Liquor in a Prefecture-Level City
A dealer in Sichuan, who had never sold small bottle liquor, achieved 9 million yuan in sales in the first year by using innovative tactics like chain gifting, dice games, and training platforms for restaurant staff.
云酒Evergrande Spring Launches Ultra-Premium Water, This Brand Benefits Most
Evergrande Spring has launched a new ultra-premium water product, metasilicic acid water, priced at 10 yuan per bottle. While many thought Evergrande had exited the FMCG sector, this move reopens the high-end water market, and the brand most likely to benefit is Han Shui Xi Gu · Zhen Xi Water.
老纳Same-School Rivalry: Uncovering Four Major Positioning Battles in China
This article examines four high-profile 'positioning battles' in China—Wang Laoji vs. JDB, Robam vs. Fotile, Aima vs. Yadea, and Jinmailang vs. Baixiang—revealing how each side deployed strategy and tactics to shift the offensive and defensive balance. It also traces the evolution of Positioning Theory as it was applied in these conflicts, highlighting the roles of Trout & Partners China and Ries China in shaping the outcomes.
轩辕镜Who Says the Internet Hasn't Changed the Essence? Liu Chunxiong Explains (Deep, Hard to Read, Don't Click Lightly)
The highest peak of industrial civilization is the shift from professional division of labor to modular division. The information revolution brought by the internet will transform the economic cells of society into modules, ushering in modular operations. The greatest change the internet brings to business is the change in operating units or economic cells.
刘春雄Red Bull Trademark Dispute Reignites: The Awkward Position of Brand Trademark 'Foster Fathers'
Brand trademark licensing has always been a contentious topic, especially as licensing periods for famous brands expire, leading to battles between the 'biological fathers' and 'foster fathers' of brand trademarks. Public opinion often sympathizes more with the 'foster fathers' like JDB, while the 'biological fathers' like Wong Lo Kat face public relations challenges but often win in court. China Red Bull is unlikely to become the next JDB because it holds the Chinese trademark and uses distinct packaging, giving it more leverage in renewal negotiations.
New DistributionWhile Everyone Talks About Consumption Upgrading, We Want to Discuss 'Consumption Downgrading'
This article is based on the speech by Lou Jun, a director at IDG Capital, at the '2017 IDG VIEW' conference, as well as a roundtable discussion on new e-commerce. In 2016, we identified three origins of 'new e-commerce': mobile e-commerce under new models, consumption upgrading targeting the middle class and pseudo-middle class, and new lifestyles of the younger generation. These categories have spawned many hot startups, including sharing economy, content payment, and tea beverage brands. Consumption upgrading is also a hot concept, but we found that everyone's understanding of it is inconsistent. What exactly is consumption upgrading? Is buying more expensive and fashionable items consumption upgrading?
IDG VIEWThe Lesson of a 'Funeral Tea': Learn Thinking, Not Tricks!
The article argues that instead of copying marketing tactics, one should learn the underlying thinking. It uses the hypothetical 'Funeral Tea' (丧茶) as a case study, which was proposed as a counter to the popular Heytea (喜茶), and contrasts it with the 'negative energy' marketing of brands like moonleaf and UCC, concluding that while such tactics may be fleeting, the reverse thinking behind them is timeless.
调戏营销Zong Qinghou's Innovation Is Not Easy, Please Give More Respect
Recently, Wahaha Group has undergone many changes, from vending machines to the backdoor listing of China Candy, and the latest beverage bottle advertising. Despite detours and doubts, we say: 'Old man, you're doing great!' The Chinese beverage industry actually saw Wahaha achieve disruptive innovation first.
谭长春Wang Laoji and JDB, Where Have Your Blue Hats Gone?
Wang Laoji and JDB are household names in China, often seen as fierce rivals in the herbal tea market. Surprisingly, both products hold 'Blue Hat' health food certifications but have never marketed this status, likely for sales reasons.
条码君Aggressive Advertising: From Zero to Ten Billion in 10 Years, Is Six Walnuts Following the 'Brain Gold' Path?
A son who was lazy and in debt was kicked out by his father, only to become wealthy a decade later. This story mirrors the journey of Yangyuan Beverages, which went from a subsidiary of Hengshui Laobaigan to a nearly 10-billion-yuan revenue company in 10 years, driven by its single product 'Six Walnuts' and heavy advertising. Now on its third IPO attempt, the company faces scrutiny over its reliance on advertising and lack of innovation.
陈晓京Times Have Changed, and So Have the Methods of Brand Building and Management. We Really Can't Be Obsessed Anymore. The 24 Branding Methods Are Worth Reading!
This article presents 24 principles for brand building and management, emphasizing that brands are built on superior products, not advertising, and that pricing power, differentiation, and focus on core customers are crucial. It also highlights the importance of non-customers and continuous innovation for brand longevity.
朱志明Insights from Zhang Ruimin's Quotes on Enterprise Transformation and Retail Transformation
Zhang Ruimin is a highly admirable entrepreneur, not only for transforming Haier from a small enterprise into a world-class company, but also for his keen insight into the development of the internet society, which led him to transform Haier from a traditional manufacturing enterprise into an internet enterprise. Recently, I read Zhang Ruimin's views on the present and future, which are indeed thought-provoking. I would like to share my superficial understanding of the following viewpoints with you. Zhang Ruimin: Only small and micro companies can face market uncertainty and users' personalized needs...
鲍跃忠Selling a Peach for 88 Yuan? FMCG Professionals Should Learn from This New Marketing Strategy.
Before reading, consider: When cross-industry into agriculture, have you fully leveraged your existing resources? How would you drive sales if a peach costs 15 yuan? This article shares the story of Wang Gaofeng and Liu Yuanqiang, who sell naturally grown peaches at 20 yuan per jin, using innovative marketing tactics.
New DistributionHello, Eastroc Beverage, Have You Noticed the Consumers' Inherent Perception?
At the spring sugar and wine fair, many new beverages and foods dazzled the public. Eastroc Beverage launched its gold-can Eastroc Super Drink, targeting young consumers with a 250ml can priced at 6 yuan, and the slogan 'Tired and sleepy, more young people drink Eastroc Super Drink.' This seems to be a move to replace Red Bull. The article argues that Eastroc should differentiate itself from Red Bull in packaging and advertising to avoid being seen as a copycat.
李传玖Bai Baihe's Affair Hurts These Brands, but Compared to Him, It's Just a Minor Issue
On April 12, 2017, at 12:12, paparazzo Zhuo Wei exposed Bai Baihe's affair, boosting his career. While Bai Baihe's actions impacted her endorsed brands, especially Jiangzhong's Hougu Mixian, the article also highlights other celebrities whose scandals harmed brands, and warns against using tainted celebrities for endorsements, citing Jackie Chan's 'curse' as a cautionary tale.
老纳Flashlights, Window Climbing, Warehouse Break-Ins: Why 8 Provincial Salt Bureaus Seized Over 4 Million Bags of Salt in 4 Months
Since January 2017, eight salt companies have had over 2,000 tons of salt seized by local salt administration bureaus across more than eight provinces, with some companies facing hundreds of seizures. The seizures, often conducted with flashlights and forced entry, highlight conflicts between the national salt reform and local protectionism.
New DistributionChina Want Want, Master Kong, Uni-President: Why the Former Chinese FMCG Giants Are No Longer Selling Well
I believe that most Chinese people over 20 have eaten Want Want rice crackers or instant noodles from Uni-President or Master Kong. However, one thing is certain: they don't eat them much anymore. After the March earnings season, I reviewed the annual reports of Want Want, Uni-President, and Master Kong, and the only feeling I got was that they really can't sell anymore!
CaraTwo-Pronged Preparation: Huabin's Self-Created Functional Drink Brand Warhorse Begins Distribution
Facing a trademark licensing crisis, Huabin has made two-pronged preparations, but making Warhorse the second Red Bull is already impossible. In mid-April in Beijing, as temperatures rose to 20 degrees Celsius, the new functional drink brand Warhorse, under Red Bull's parent company Huabin Group, appeared in retail channels and is accelerating distribution. However, it has not yet reached all stores, and sales are poor due to lack of brand awareness.
赵晓娟