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Ten Years of Turbulence: Evolution and Trends of China's Marketing Path
Ten years to sharpen a sword, ten years is a small cycle; 'thirty years east, thirty years west,' thirty years is a large cycle. Examining a small cycle, such as the past decade (2012-2022) of China's marketing, requires placing it within a larger long-term context to better understand its origins and trends. The longer the cycle, the more significant the patterns.
胡志刚 郭立新Four Stories to Understand in the Face of Major Trends
This article uses four stories to illustrate the importance of distinguishing between fast variables and slow variables in business. It argues that while companies often chase quick changes, true success comes from understanding and leveraging the underlying slow variables that drive long-term trends.
赵波Two Important Suggestions for FMCG Manufacturers and Distributors in an Era of Great Change
The essence of the FMCG market is population economy. As China enters the Lewis turning point and negative population growth, the market is shifting from volume growth to quality growth. Manufacturers should build a channel team capable of winning in the high-end segment, while distributors should develop capabilities in organizational management, digital marketing, precision operations, and high-end customer management.
陈思廷Baishanzu's "Three No" Rice Topping Sauce Ad Hits Focus Media, Challenging the Status Quo of the Sauce Market
Rice topping sauce, dubbed the "rice devourer's神器" by young people, is riding the wave of its category to stir up a multi-billion yuan market. With traditional giants doubling down, emerging brands surging, and capital chasing, the rice topping sauce track is bustling with activity. Recently, the new brand Baishanzu launched its creative ad "I'm proud, I'm a 'Three No' product" on Focus Media's elevator screens, attracting young consumers and igniting a new wave of no-additive, health-conscious upgrades in the rice topping sauce category.
New Distribution2022 Mooncake Style Battle Settled: Cantonese Style Wins 48% Support over Beijing Style, with Flowing Custard Growth 5.8 Times That of Five-Nut
As Mid-Autumn Festival approaches, mooncake consumption peaks. Traditional mooncakes have four major styles: Beijing, Cantonese, Suzhou, and Hong Kong. Regional preferences are relatively stable, but economic development and migration have changed them, sparking debate over which style and flavor is most popular. On September 7, JD Super, the largest online supermarket in sales and users, released data that may settle this decades-long controversy. According to JD Super's Mid-Autumn consumption data, Cantonese-style mooncakes lead with 48% support, surpassing Beijing-style. The growth rate of flowing custard mooncakes, a Cantonese representative, is 6.8 times that of five-nut mooncakes, a Beijing representative.
New DistributionUnder the Premium Trend, Can 3-Yuan Water Become the Mainstream?
In July last year, Nongfu Spring launched a natural snow mountain mineral water priced at 3 yuan. In January this year, Kunlun Mountain, which had been in the mineral water market for 12 years, reduced its price from 5 yuan to 4 yuan. In June this year, Genki Forest's Youkuang mineral water also dropped from 5 yuan to 3 yuan, and its statement at the launch event, 'Let all water factories compete fiercely,' stirred the industry, prompting many bottled water brands to start a new round of price competition. On e-commerce platforms, the price cuts for high-end bottled water have been even more aggressive. For example, Aikua, originally priced at 4.6 yuan per bottle, is now promoted at 2 yuan.
李相如Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy
Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value.
秦淮In the Next 5-10 Years, 70%-80% of Small Distributors Will Be Eliminated
The article predicts that in the next 5-10 years, 70%-80% of small and medium-sized enterprises will be eliminated, and this is becoming a reality in the distribution sector. Traditional distributors are being phased out due to complex environments and new retail, while large distributors are rising and being supported by brands. The article analyzes the current forms of distributors, explains why the trend towards large distributors is inevitable, and advises brands to support large distributors and focus on their core competencies.
赵波How to Leverage Variety Shows to Convert Brand Power into Sales Power?
With an increasing number of variety shows, more FMCG brands are sponsoring them, with FMCG accounting for 50% of the sponsorship market. Among the top shows in the first half of the year, "Infinity and Beyond" stood out, and Lee Kum Kee's sponsorship is analyzed from three dimensions: brand value, product value, and channel value, to help distributors understand what makes a good sponsorship and how to turn brand power into sales.
秦淮Chinese Consumers Become More Prudent Amid Pandemic
According to Accenture's 2022 China Consumer Insights report, Chinese consumers are becoming more prudent and willing to spend on areas that bring long-term value, driven by long-term trends and the pandemic's impact.
陶紫东Uni-President China Holdings' H1 2022 Results: Consolidating the Core Business and Seeking New Opportunities
Uni-President China Holdings (hereafter 'Uni-President China') released its H1 2022 financial results. Revenue reached RMB 13.9 billion, up 7.2% year-on-year, while gross margin fell 4.7 percentage points to 30.1%. Net profit was RMB 614 million, down RMB 232 million from the same period last year. Growth was driven by the food segment, with revenue of RMB 5.4 billion, up 14%, partly due to pandemic-related demand for instant noodles.
冯瑶Genki Forest's 'Cooler Defense War' That It Cannot Afford to Lose
In 2020, Genki Forest's management held an internal discussion on how giants could destroy the company, foreshadowing intense competition. Over the following two years, Nongfu Spring and Coca-Cola led a crackdown, and in 2022, Genki Forest shifted from an internet-plus beverage company to a traditional food and beverage enterprise, aggressively deploying coolers and offline marketing while facing slowed revenue growth.
袁喜乐The Mid-Game Battle of Craft Beer: With Only 2% Consumption Share, Where Are the Opportunities to Break Out?
Craft beer's growth in China is strong but its market share remains small at just 1.9% of total beer consumption in 2020. The path to mainstream adoption faces challenges in price, channels, product, and promotion, but companies like Hema and Lehui International are finding ways to break through.
刺猬公社编辑部Industry's First Instant Retail Open Platform Model White Paper Released: A 'Revelation' for FMCG Manufacturers
On July 27, JD.com and Dada, in collaboration with the China Chain Store & Franchise Association (CCFA), released the industry's first white paper on the instant retail open platform model. The white paper elaborates on the development, models, capabilities, and cases of instant retail, providing direction and guidance for the industry. Its core content can be summarized in four points: 1. Clear definition of instant retail with distinct demand characteristics; 2. Significant growth in instant retail, with trillion-yuan capacity visible in recent years; 3. Platform model advantages prominent, led by JD Daojia; 4. Platform model empowers multiple parties with clear case practices.
秦淮4 Consumer Trends for the Second Half of 2022
As 2022 enters its second half, the consumer market remains sluggish due to the pandemic. This article identifies four small trends—shopping behavior, public sentiment, brand preference, and lifestyle—that offer potential opportunities for brands to find new growth.
岚岚New Opportunities for GoldMax Amid the New Global Consumer Market Landscape
The second China International Consumer Products Expo (CICPE) in Hainan showcased the benefits of the free trade port, attracting over 2,800 brands from 60+ countries. Hainan Guojian Group, with its GoldMax brand and International Industrial Park, leveraged the expo to launch a global white paper on grass-fed dairy and unveil a brand strategy upgrade, aiming to capitalize on the free trade port's policies and drive cross-border trade.
New DistributionFrom Near Bankruptcy to 500 Stores: An 8,000-Word Review of the Marketing Logic Behind HOTMAX's Explosive Success
If you still don't know about HOTMAX, either you're wealthy enough not to need it, or you're out of touch. This article dissects HOTMAX's rise from near bankruptcy to 500 stores, exploring the underlying logic of its success through five dimensions: consumption trends, brand positioning, strategic stages, product structure, and cognitive value.
定位苦行僧Sugar, a Not-So-Great Work | 2022 Mid-Year Consumer Report
This report examines the prevalence of sugar in modern diets, the history of sugar production, its health risks, and the rise of sugar substitutes (代糖) as a response. It highlights consumer concerns about calories and health, and explores various sweeteners like erythritol, sucralose, stevia, and allulose, along with future trends in sweetener technology.
投资美好生活的New Consumption Mid-2022 Review: Who's Hot, Who's Not?
In 2022, new consumption seems to have no new stories, but the ebb of the tide doesn't mean the industry's decline. In the capital winter after the cooling of new consumption, some trends have disappeared, but others have heated up. This article summarizes the new trends in the first half of the year, including the shift from tea drinks to coffee, the cooling of plant-based products, the rise of pre-made dishes, the divergence between color cosmetics and skincare, and the opportunities in pet and outdoor sectors.
开菠萝财经团队In-depth Report: Digital Transformation of Offline Distribution Chains in China's FMCG Industry 2022
Jiaziguangnian Think Tank releases an in-depth report on the digital transformation of offline distribution chains in China's FMCG industry, addressing three key questions: what new adjustments have occurred in the rapidly developing FMCG industry, what difficulties offline development faces despite heavy reliance on offline distribution, and which digital approach is suitable for breaking through constraints. The report highlights that offline distribution remains the absolute pillar of social retail sales, and proposes a neutral third-party platform to empower distributors digitally.
甲子光年Dilemmas and Transformation: How Can the Juice Sector Break Through the Intertwined Challenges?
In 2009, juice drinks held an 18.56% share, ranking among the top three in China's beverage industry by production and sales. By 2020, this figure had fallen below 15%, with ready-to-drink tea surpassing juice at 21.12% to claim the third spot. Despite this decline, new tea brands continue to launch fruit-based drinks that are widely popular, indicating a complex market dynamic. The juice industry faces contradictions: health trends and market potential versus stagnant sales, necessitating an upgrade from supply to product.
郑一鸣The Pain of Low-Alcohol Drinks
Some low-alcohol drink brands have died in Shanghai this spring. Unlike the 2020 pandemic, which was almost beneficial to the industry, this round has brought supply chain tightening, poor freight, and a longer recovery period. The market is far smaller than the imagined 'hundred-billion' scale, and low repurchase rates have become a hidden pain for brands.
昭晰Returning Offline: Building a New Foundation
Traditional enterprises have a foundation, at least a home market. Industry leaders always have connected or national home markets. Without a foundation, they become wandering rebels. The 10-year e-commerce boom made many doubt whether the foundation had shifted online. In 2022, we observed a trend of 'returning offline,' but it's not about going back to the past; it's about building a new foundation that combines offline basics with internet skills.
刘春雄2022 H1 Douyin Marketing Growth Review: H2 Content-Driven Growth Methodology
This article reviews the shift in e-commerce during 618, noting Tmall's decline and Douyin's rise, and introduces the FASD closed-loop growth model for Douyin. It details the 'Super Content System' with CAFE, SEVA, and AIMT methodologies for effective seeding and harvesting, using Dermalogica as a case study.
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