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Top 10 Events in the Pre-Made Food Industry in 2022: Some Entered with High Profile, Some Cut Losses to Survive
In 2022, the pre-made food industry underwent significant changes, with some entering the market with high profile, others exiting quietly, and brands experiencing both growth and losses. This article reviews ten representative events from the past year, including local governments competing to become the 'Capital of Pre-Made Food', capital investments, controversies over additives, and cross-industry entries, providing an overview of the industry's development.
红餐产业研究院The 'New Diamond Decade' Approaches: How Can Chinese Brands Embrace Change?
Market conditions and environments may change, but the essence of capturing consumers remains constant. On January 8, the 'Rising Against the Trend: The Path to Breakthrough for Chinese Brands' summit was held in Shanghai, where representative Chinese brands such as Junlebao, Jinmailang, Dongpeng Beverages, Luckin Coffee, Yezhifeng, Tasly, Conba, Talanis, Kongke Pasta, and Daily Dark Chocolate, along with Xie Weishan from Junzhi Billion Strategy Consulting, delivered keynote speeches sharing insights on breaking through in the new landscape. In the post-pandemic era, a new recovery cycle is brewing...
New Distribution35, the Chinese Midlife | Qingshan Capital 2022 Annual Consumption Report
At a weekly meeting of Qingshan Capital's investment department, a question arose: why do most startups target users under 35? This prompted an investigation revealing that over 90% of entrepreneurs ignore the 35-60 demographic, despite them being the main producers and consumers. The report explores the origins of the '35-year-old crisis' in China, its unique causes, and proposes a future where China shifts from a manufacturing to a service economy, potentially redefining the role of midlife individuals.
青山投研中心After Breaking Through in the Delivery Scene, How Can Hubang Chili Sauce Break Out Again?
Using a diversification approach based on category relevance and leveraging industry trends for strategic positioning can help companies explore emerging markets. In 2021, Lao Gan Ma's revenue declined by 1.2 billion yuan, dropping to 11th place on Guizhou's top 100 private enterprises list. Despite steady growth in the chili sauce market, Lao Gan Ma has been on a downward trend since 2016, reflecting the impact of emerging chili sauce brands. With Lao Gan Ma's brand aging, flavor fixation, and declining catering channels, can emerging brands like Hubang seize the opportunity to replace it?
李相如China Consumer Expectation Index Report 2022 Released: National Trend Economy Remains Hot, Brand Value Drives Growth
The China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released, showing a rebound in consumer expectations for 2022 and an optimistic outlook for 2023. The report highlights the sustained popularity of the national trend economy and emphasizes that brand value has become a key driver of growth, with brands increasingly focusing on building brand equity to secure long-term success.
New DistributionAnnual Review | Six Common Problems in Distributor Operations
Regularly reviewing business results is key to ensuring effective alignment and implementation of goals, organization, mechanisms, and strategies. This article outlines six common problems distributors face, such as profit loss after price increases, rising costs with falling sales, high handling costs for aged inventory, shrinking profits despite scale growth, finding new growth sources, and determining optimal daily store visits.
高级研究员 海游As Lockdowns Lift Nationwide, How Should FMCG Distributors Adjust Spring Festival Business and Plan for the Future?
As lockdowns lift, competition remains; distributors should proactively seize market share and plan for the future. This article is from the first session of Li Feng's live series, authorized for publication.
李锋Cell-Level Luxury Care for 'Slow' Health: Swisse PLUS Leads Nutritional Technology Innovation
Only products backed by professional scientific research can meet the diverse and refined needs of today's consumers. According to the latest data from the 'Report on Nutrition and Chronic Disease Status of Chinese Residents (2020)' released by the State Council Information Office, over 40% of Chinese adults (aged 30+) suffer from hypertension or hypercholesterolemia. In 2021, iResearch released a white paper on the 'three highs' nutritional intervention product industry, providing an authoritative definition of these chronic diseases. Swisse PLUS, a science-backed, pharmacy-grade health nutrition brand under Swisse, is addressing these concerns with innovative products like high-concentration milk thistle liver cleanse tablets and cholesterol tablets, which received expert endorsement at the 2nd Nutrition Technology Innovation Conference.
青山依旧Year-End Review | Five Major Challenges Facing FMCG Manufacturers
As pandemic policies gradually ease and 2022 draws to a close, FMCG manufacturers still face prominent and arduous challenges. Some issues seem related to the pandemic, but most are long-standing chronic problems in the industry. Through conversations with peers, it's clear that most FMCG companies face five major challenges: difficulty penetrating lower-tier markets, difficulty breaking into white-space markets, difficulty launching new high-end products, difficulty implementing digital transformation, and difficulty managing multiple brands.
渠成君Health Wine Enters the Era of Three Kingdoms
In the post-pandemic era, consumer health needs are driving a new wave of health wine. The future of health wine lies in the strategic moves of leading brands like Hainan Yedao, Zhu Yeqing, and Maopu, which are exploring new directions in product positioning, market expansion, and capital restructuring.
陈沛Hubang Chili Sauce: Structural Changes Expected in the Chili Sauce Industry in the Next 5-10 Years
Founded in 2015, Hubang Chili Sauce avoided industry giant Laoganma and rose rapidly through the food delivery channel, with annual sales exceeding 200 million yuan in 2019 and maintaining double-digit growth this year. Before founding Hubang, Lu Wenjin was Vice President of Marketing at Tsingtao Brewery, leading the team to conquer Shandong market and create the second brand 'Laoshan Beer'. In an exclusive interview with New Distribution, Lu shared his insights on building successful consumer brands.
焦逸梦2023: 3 Changes, 4 Trends, and 3 Suggestions for Consumer Brands
This article shares my views on consumer brand building in 2023, summarizing three changes, four trends, and three suggestions. Before diving in, I urge you to return to first principles and calmly consider the essence of consumption, as we often get lost in tactics and forget the fundamentals.
李倩15 Supermarkets' Q3 2022 Reports: Multiple See Dual Declines, Local Supermarkets Yonghui, Lianhua, Hongqi, Sanjiang Recover
In the post-pandemic era, traditional supermarkets are transforming to meet personalized, comfortable, and convenient consumer demands. Among 15 supermarkets' Q3 2022 reports, Yonghui, Lianhua, Hongqi, and Sanjiang saw revenue and profit growth, while others faced declines or mixed results.
New DistributionFrom Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World
From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward.
陈文石From Positioning to Belief: Consumer Trends and Brand Strategy Shifts Post-Pandemic
Post-pandemic consumer trends have not changed significantly; despite uncertainties and new information, the essence of consumer mindsets remains stable. This article discusses how consumer demographics, mindsets, and market fragmentation are shaping brand strategies in China's new cycle.
丁佳川Tmall Double 11 Observation: GMV No Longer Matters, Returning to Business Essence Becomes Key
The 2022 Tmall Double 11 shopping festival, despite challenges from the pandemic and global economic downturn, achieved transaction volumes on par with last year, demonstrating the resilience of the Chinese economy. More importantly, Tmall shifted its focus from GMV to long-term value creation, emphasizing member retention, support for emerging merchants, and enhanced consumer experiences, signaling a return to the essence of business.
路言Product Growth Stalling? Seven Product Strategy Insights to Unlock Breakthroughs
Corporate annual budgets typically encompass six strategies, with product strategy being a crucial component. Essentially, budget sales targets and expense planning are all based on product dimensions. If product strategy is unclear, other strategies cannot be precisely implemented. Today, we discuss seven dimensions that require deep consideration in product strategy.
高级研究员 海游Interpretation of New Distribution's 2022 Survey on Brand Manufacturers' Cooperation with New Retail E-commerce
In the post-pandemic era of new retail, the continuous evolution of retail formats is driving brand manufacturers to seek new growth opportunities. New Distribution's survey of nearly 90 brand manufacturers reveals that new retail e-commerce has become a crucial channel for business breakthroughs, with live-streaming e-commerce and community group buying leading the way.
李文君WendyPutting Specialty Coffee in a Can: Nongfu Spring's Tan Bing May Reshape the Ready-to-Drink Coffee Landscape
In recent years, traditional coffee giants and emerging coffee brands in China have been intensifying their efforts in ready-to-drink (RTD) coffee. The current consumer and industry trends mirror the trajectory of Japan's RTD coffee market before its boom, which saw a wave of instant and freshly brewed coffee adoption, followed by a phase where various RTD coffee brands compete for market share through different positioning and strategies. However, in stark contrast to the heated competition fueled by capital and major players, few brands emphasize coffee bean origin, instead relying on instant coffee powder or flavorings to compensate for bean quality. This counterproductive approach has left the RTD coffee market without standout products. Recently, Food Board noticed on Xiaohongshu that many consumers are praising Nongfu Spring's Tan Bing brand Yirgacheffe canned coffee. Sold exclusively at Sam's Club, this coffee quickly became a 'treasure list' item among Sam's enthusiasts, sparking a buying frenzy. Many coffee lovers have commented that it replicates the taste of freshly ground coffee, hailing it as the 'ceiling' of canned coffee.
食品板Variables: Finding the Logic of Growth Within Trends
The 7th China FMCG Channel Innovation Conference, hosted by New Distribution, opened in Chengdu on November 3, attracting FMCG professionals nationwide. The main forum featured 14 keynote speakers, and this article shares the theme of finding growth logic within trends, emphasizing the importance of understanding slow variables and adapting to a new cycle.
赵波International Dairy Giant Arla Invites You to Create a New Future Together!
In recent years, as health awareness has increased, dairy products as a source of high-quality protein have gained recognition from more consumers. Data from the China Dairy Association shows that per capita dairy consumption in China reached 42.3 kg in 2021, up 36.3% from 31.1 kg in 2012. With rising consumption levels, many consumers are demanding higher quality dairy, shifting from simply having milk to drinking good milk. This market change is driving continuous upgrades in dairy product structure, making organic milk with comprehensive nutrition and safe, pollution-free sources a target for many distributors.
New DistributionWritten on the Eve of a New Cycle Amidst Great Changes
2022 has been one of the most transformative years for China and the world in recent decades. The Russia-Ukraine war, Sino-US confrontation, recurring global pandemic, commodity price volatility, and Fed rate hikes have all dampened consumer confidence. Many companies hoped for a better second half, but the market environment worsened. This article explores the underlying shifts in the consumer goods industry, the rise of consumer sovereignty, and the need for companies to adapt to a new cycle.
赵波Entering the New Plant-Based Track, Xiangpiaopiao Continues to Advance Its Health-Oriented Strategic Layout!
Recently, Xiangpiaopiao Food Co., Ltd. (603711.SH) announced a strategic cooperation framework agreement with Oatly (Shanghai) Beverage Co., Ltd. ("Oatly Shanghai") to establish a project company for the R&D, production, and sales of oat-based plant-based beverages in the Chinese market. The two parties will jointly develop pre-packaged plant-based drinks (including but not limited to coffee and milk tea) under the Lanfangyuan and OATLY INSIDE brands. Two new products, Camellia Tieguanyin Oat Milk Tea and Yashixiang Oat Milk Tea, have been launched and are now available on an e-commerce platform.
AsherThe Rise of Miaokelandu and Its Hidden Concerns
From zero to industry leader in 7 years, capturing 40% of the cheese market, what is Miaokelandu's secret? Behind the glory, what concerns lurk? In April 2006, Premier Wen said, "I have a dream that every Chinese, especially children, can drink a jin of milk every day." Since then, Mengniu's slogan "A glass of milk a day, strengthens the Chinese" has spread to millions of households. Recently, the dairy industry has a new saying: "A glass of milk strengthens a nation, a piece of cheese revitalizes an industry." Humans have been consuming cheese for thousands of years...
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