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Breaking | Haitian Enters Edible Oil Market, Priced 20% Above Competitors, Will Launch Rice and Flour in the Next 1-2 Months!
Yesterday, the author learned from a distributor of Haitian Weiye that Haitian has launched a new edible oil brand, "Oil Commander," with soybean and corn oil products in 4.9L small packaging, targeting high-end family consumption with a focus on health and zero additives. Notably, the wholesale price per case for these two products is as high as 260 yuan and 272 yuan respectively, with distributor prices around 240 yuan after policy deductions, compared to about 190 yuan for similar competitor products. The distributor also revealed that Haitian will continue cross-category expansion, launching rice and flour products in the next one to two months.
陈峰Beyond the 100 Trillion Mark: Key Points of 2020 GDP to Watch
This morning, the National Bureau of Statistics released preliminary full-year GDP figures. The most cited number is the GDP surpassing 100 trillion yuan for the first time, reaching 101.5986 trillion yuan. However, the real good news is the annual GDP growth rate of 2.3%, which beat international forecasts and even the most optimistic predictions of domestic economists. This indicates that China's economic recovery has outpaced all projections.
木芯From the People, to the Giants' Wallets
When giants can't find new territory to expand, they turn to what people lack in daily life, even creating perceived needs. Community group buying isn't just about vegetables; it's about all household needs. Those who see only giants grabbing vegetable baskets misunderstand the trend. Ultimately, e-commerce competition hinges on cost-performance, product quality, service, and customer loyalty, where any edge can lead to success, but any lag can lead to abandonment.
风千语Looking to the Future from "2430": How "Six Walnuts" Becomes a "Friend of Time"!
Top experts are long-termists of time. From Bezos to Buffett to Ren Zhengfei, all achievements are the result of long-termism. At the beginning of the new year, Luo Zhenyu's New Year's speech "Friends of Time" arrived as scheduled. Yangyuan Six Walnuts, as the exclusive sponsor, introduced a major strategic new product, Six Walnuts "2430", which embodies the brand's persistence and outlook for the future.
澄韵New Distribution: 2021 FMCG Industry Manufacturer and Distributor Trends
As 2021 begins, the FMCG industry is expected to see consumption upgrades, with a focus on sinking markets and emotional consumption. The article provides ten strategic recommendations for brand owners and distributors, emphasizing digitalization, channel reform, and the rise of community group buying.
赵波First-Tier City Manager: A Complete Analysis of Special Channels - Trends, Pain Points, and Strategies
This article explores the trends, pain points, and strategies for managing special channels in first-tier cities, emphasizing the importance of these non-mainstream channels for incremental growth. It provides actionable insights for city managers to develop and maintain these channels effectively.
许翔 Ryan XuModern Farming CEO First Discusses 'Keniu' Benefits, Unveils New Five-Year Goals
At its 15th anniversary celebration and 10th year on the Hong Kong Stock Exchange, China's largest dairy farming company Modern Farming set new targets. The company launched its 'Five-Year Leading Plan' aiming to double both cattle and milk production by 2025, increasing dairy cows from 250,000 to over 500,000 and annual fresh milk output from 1.5 million tons to over 3.6 million tons, while also entering the beef cattle industry. CEO Gao Lina discussed the company's role in the 'Keniu' project with Mengniu and Coca-Cola, and highlighted new opportunities in the post-pandemic era.
小食代Community Stores: The Future Battleground
Over the years of working on projects, one recurring question has been how to find the most effective promotional channels. We've been pondering where our users are and where our channels should be. Looking back at 2C projects in recent years, marketing and customer acquisition have almost always revolved around residential communities. Within communities, elevator ads are one of the most familiar channels, with Focus Media and Xinchao being the major players. Besides elevators, another equally important channel is the community store. The author believes that in the future, community stores will become a key consumption entry point.
天涯住在十里村Frozen Food Sales Surge 431%, Making Their Way to Young People's Tables
Affected by the pandemic this year, frozen food has seen astonishing yet expected growth. According to Tmall, frozen food sales on the platform exploded, with a 4x year-on-year increase (April-November 2020). Data from ECdataway shows that from February to November 2020, categories such as seafood balls, pancakes, buns, rice cakes, dumplings, and tangyuan (mostly frozen food) saw average sales growth of 431% year-on-year, with average volume growth of 332%.
FBIFMa Yun Goes Left, Ren Zhengfei Goes Right: An Era of Surging Waves Arrives
People love chasing trends, hoping to soar even with extra weight, but end up being wrapped like dumplings. The real trend is never a hot topic but the overarching direction of social development, shaped by underlying logic and the interplay of decisive forces. Even someone as powerful as Ma Yun must follow the trend or perish. The current trend is 'platforms step back, value takes the stage.'
苗庆显Who Will Seize the Opportunity of the 250 Billion Structural Adjustment?
In the past six months, the low-alcohol beverage track has become one of the hottest topics in the investment circle, with multiple startups securing angel rounds from millions to tens of millions of RMB. This article explores the changing preferences of young consumers and introduces Zouqi Qingniang, a new brand that aims to replace beer with a healthier, high-quality fermented drink, targeting a market opportunity of nearly 250 billion RMB by 2022.
陈峰New Economy Decade Roundtable: Branding Is an Important Trend for Future Development
At the WISE2020 New Economy King Conference, Jiang Nanchun, Chen Xiaohua, and Bai Rubing discussed how companies can differentiate and build brand recognition in the new economy decade. They emphasized that while traffic and performance ads offer short-term gains, brand advertising builds lasting consumer trust and market leadership.
New DistributionHorse Race: Leading Feihe and Following Junlebao
China's infant formula market is replaying the comeback story seen in TVs and small appliances. Nielsen data shows Feihe has become the top-selling brand, surpassing foreign brands, while domestic brands' market share has risen from 25% in 2008 to 49% in 2018. Feihe leads with a high-end strategy, while Junlebao follows with a quality-low-price approach, creating a tight race.
张见Short-Shelf-Life Fresh Milk 'Tears Apart' Giants Yili and Mengniu
At this year's Food & Hospitality China, a notable shift emerged: food shelf lives are getting shorter, especially in dairy. Short-shelf-life fresh milk and yogurt, requiring cold chain and lasting 5-7 days, are gaining traction, challenging the dominance of常温奶 (ambient milk) held by Yili and Mengniu. This trend is driven by logistics improvements and consumer demand for fresher, healthier options, positioning regional dairies with advantages in the low-temperature milk segment.
陈峰“Food” Brings Good Fortune: A Delicious Feast Is About to Begin! Highlights of 2020 FHC Shanghai Global Food Trade Show
The 2020 FHC Shanghai Global Food Trade Show, covering 150,000 square meters with 2,500 global exhibitors, will be held from November 10-12 at the Shanghai New International Expo Centre. Featuring 30+ forums, 10+ international competitions, and 7 trade matchmaking sessions, the event offers a comprehensive platform for industry insights, business networking, and culinary experiences.
New DistributionRebuilding Manufacturer-Dealer Relations and Strategic Innovation: Six Walnut Poised for a New Surge Amid Dual Trends
An article noted that yesterday marked the 300th day of 2020, a year disrupted by the pandemic, which dealt a heavy blow to the FMCG market, wiping out the Spring Festival peak season and leaving many categories dormant for months. Facing the common challenge of recovering lost sales, manufacturers and distributors alike have had to navigate a trust crisis. However, six walnut's distributor network has emerged stronger, thanks to the company's adherence to its 'Five Co-construction' principles, strategic organizational and product innovations, and the tailwinds of the plant-based trend and industry consolidation, positioning the brand for a new wave of growth.
陈峰Three Squirrels, Bestore: Data Application Is the Real 'Hit Maker'!
With the increasing popularity of mobile internet, consumers' fragmented time and attention have shifted rapidly from traditional media to mobile phones, iPads, etc., accelerating the exodus of FMCG advertising from traditional media. The traditional FMCG marketing model faces unprecedented challenges and opportunities. According to CTR's report on China's advertising market and communication trends from 2008 to 2019, the FMCG industry has been accelerating its departure from traditional media, shifting to digital marketing platforms such as mobile internet, WeChat, Weibo, and big data. Advertising spending on the five traditional media has dropped by more than 30%.
吴勇毅Blue Moon, a Friend of Time
Blue Moon, starting from its heavy investment in laundry detergent in 2008, has become a leader in China's laundry market through continuous iteration and upgrading, setting a benchmark for the rise of innovative consumer brands in China. The company's success is attributed to its insight into consumer needs, strategic persistence, and product innovation, which have enabled it to maintain market leadership for over a decade.
New DistributionIs 'Zero-Calorie, Sugar-Free' the Real 'Money Shot' in the Beverage Industry?
Meal replacements, plant-based diets, low-carb, superfoods... The global food and beverage consumer market is undergoing dramatic changes every day. 'Sugar-free, low-calorie, natural' have become the key words for new products from major companies, with an endless array of segmented functions precisely targeting different consumer needs. However, most functional foods have high market education and price barriers, while zero-calorie, sugar-free beverages have consistently held a large market share due to their convenience, quick consumption, and high cost-performance, making them the 'C-position player' worldwide. According to Nielsen statistics, sugar-free beverages...
TOP HERJinmailang Liangbaikai: A 'Glorious' Present and a 'Worrisome' Future
In early September this year, Nongfu Spring was officially listed on the Hong Kong Stock Exchange, opening at HK$39.8 per share, with a total market value of HK$445.3 billion. This directly made Zhong Shanshan, founder of Nongfu Spring who holds 84.4% of shares, surpass internet tycoons like Jack Ma and Pony Ma to become China's richest person. The information disclosed by Nongfu Spring's listing focused the business world's attention on the 'story of bottled water.' According to a survey by Euromonitor, China's bottled water market has a capacity of 183 billion yuan, with a compound annual growth rate of 11.8% over five consecutive years. Although the bottled water market is large and growing fast, competition is unprecedentedly fierce.
刘冉First-rate companies serve users, second-rate companies make products, third-rate companies chase traffic
Companies that chase traffic cannot outdo those that make products, and those that make products cannot outdo those that serve users. LEGO's turnaround from product-centric to user-centric thinking illustrates this principle, as it shifted focus from fleeting trends to timeless human needs, leading to its resurgence as the world's most profitable toy company.
响马老苗Ten-Year Review: How Will Tao Shiquan Lead Jiangxiaobai in the Next Decade?
Jiangxiaobai, a young Chinese baijiu brand, has just celebrated its tenth anniversary. Founder Tao Shiquan held a review meeting to reflect on the past and outline future strategies, focusing on product strength, supply chain, and cultural branding to navigate the next ten years.
陈峰Tmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!
In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.
New DistributionLive Streaming Is Not the Future; Building a New Marketing Value Chain Is
Consumer decisions are driven by two cognitive systems: System 1 (intuition) and System 2 (rationality). Live streaming appeals to System 1, making it suitable only for low-involvement, low-risk, low-price products. The real value of live streaming is limited to driving purchase behavior; building brand awareness, cognition, and evaluation requires a complete marketing value chain of brand seeding, content marketing, and live-stream harvesting.
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