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Chen Weizhong: Hidden Concerns in Laohenghe's Premiumization Strategy
Lee Kum Kee's Tiancheng Yimei dipping soy sauce retails at about 8 yuan per 150ml, a premium compared to traditional cooking soy sauce at about 10 yuan per 1500ml. The driver behind condiments moving from kitchen to restaurant is the upgrade in consumer demand for quality of life. This upgrade is also happening with brands like Haitian, Totole, and Xinhe, and is intensifying. Among various condiments, the segmentation of cooking wine will become a major highlight in the next 5 to 10 years. According to Euromonitor International, the retail market for cooking wine is expected to grow at a compound annual growth rate of 20.3% from 2012 to 2017, reaching approximately 10.6 billion yuan by 2017.
小镇青年朱迪Wahaha's Growth Slows to 2% in First Half of 2016, Seeks Breakthrough by Repairing Channels
Wahaha's development is hitting a ceiling. Zong Qinghou publicly told media that the beverage industry is facing a downward trend, with Wahaha's growth rate dropping from over 20% in previous years to over 4% last year, and only over 2% in the first half of this year. China's beverage market has entered a cold winter, and slowing growth is an indisputable fact. Hangzhou Wahaha Group, which has dominated China's beverage industry for decades, faces challenges in the mobile internet era that traditional store operation models cannot solve. With weak internal innovation and fierce external competition, Wahaha attempts to restructure its channels, but can this change become a breakthrough?
吕进玉The Revelation of Jianlibao: How a Can of Magic Water Lost Its Magic
The decline of Jianlibao can be attributed to internal management chaos and blind diversification, ultimately leading to organizational failure and the end of its glory.
New DistributionThoroughly Explaining Handu Yishe's 'Small Group System' in 6100 Words
Everyone knows that Handu Yishe's success secret is the 'small group system', but few can truly explain how it formed and operates. This article starts with the small group system to help readers understand the path and secrets of Handu Yishe's success.
New DistributionMarketing Executives Talk (13): How to Operate County and Township-Level Markets?
Due to China's market duality, the county and township-level FMCG market exhibits unique marketing methods. However, since China's marketing theories are entirely imported from the West, they are based on Western urban-rural integrated market operations and are largely inapplicable to county and township markets. As we have been focused on urban markets, we have not studied the practical foundations of county and township markets, so operating county and township-level FMCG in China is still in its infancy. Nevertheless, although research is just beginning, many enterprises have already been selling in these markets for years and have summarized some basic approaches and methods, some of which have produced unique market tactics. Therefore, it is feasible and necessary to summarize these experiences and apply existing marketing concepts to develop operational models with Chinese county and township market characteristics.
谭长春How Should Distributors Choose the Right Products?
Since 2013, the baijiu industry has undergone adjustment and transformation. As the industry shows signs of recovery, new changes have emerged in baijiu sales. To achieve rapid development, distributors must select good products, considering factors such as product positioning, brand strength, product line planning, market operations, and personnel quality.
孙茂彬How to Achieve Beautiful Displays Like Others? Mastering Replenishment and Tidying is the Foundation
This article outlines the basic principles of replenishment and tidying in retail stores, emphasizing the importance of maintaining well-stocked shelves and organized displays to enhance the shopping experience and sales.
胤沣With One Simple, Unfashionable Method, He Went from Rookie to Monthly Champion in 7 Months!
A former self-employed dealer, who had never worked in a big company and didn't even know how to make a PPT, managed to outperform core regions and become the monthly sales champion in just seven months. How did this former individual business owner achieve it?
沈理One SKU, One City, 20 Million Cases a Year, 1.2 Billion in Sales—How Did They Do It?
Amid rumors attacking JDB, the author defends the company's achievements, citing its Henan sales of 20 million gold cans and 1.2 billion yuan in 2016, and attributes success to the team's hard work in moving products to stores and consumers.
老纳FMCG Industry Shifting Towards a 'Consumption-Driven' Model | In-depth Report
Since the 2008 global financial crisis, the world economy has been in constant turmoil, and China's economic growth center has gradually declined. The 6.9% GDP growth rate confirms the arrival of the 'new normal' economy, and China's economy will soon shift from an 'investment and export-driven' model to a 'consumption-driven' one. A recent consumer goods report by Roland Berger points out that Chinese consumers are exhibiting richer consumption behaviors: declining disposable income and extensive consumption experience are making consumption decisions more rational and sophisticated, while rapid changes in consumer demand and differentiation are creating new needs.
郭洁How to "Wean" the Post-90s Generation in the Workplace?
In today's workplace, the post-90s generation has become the main workforce, but their various issues are giving managers headaches. Can these "unweaned" post-90s employees really take on major responsibilities? When will they be able to "wean" themselves?
New DistributionVehicle Sales vs. Route Sales: Which Is Better? Hear What the Experts Say...
A recent WeChat group discussion among industry insiders debated the merits of route sales versus vehicle sales, sparked by a leaked Shuanghui document. The article compiles the lively exchange, covering factors like SKU count, product shelf life, market density, and management efficiency, concluding that the best model depends on context and that future trends may favor e-commerce platforms with centralized delivery.
刘金•营销群In Defense of JDB: Is Industry 'Asking for Trouble' While Fighting Lawsuits?
A critique of a financial author's article claiming JDB's marketing myth has collapsed, arguing that the author lacks market and marketing experience and is gleefully ignorant. The piece defends JDB's innovations, its gold can rebranding, and its legal battles, while criticizing those who attribute its success solely to positioning.
蒋军[Community Lecture] Fang Gang: How Traditional FMCG Companies Can Master Online and Offline (Transcript)
This lecture discusses how traditional FMCG companies can navigate the shift from offline to online sales. It contrasts traditional marketing logic (terminal-centric) with new online logic (consumer-centric), and suggests that companies need both a 'Red Army' for existing sales and a 'Blue Army' for future growth.
方刚Wen Dao Qi Wu: Everyone Knows Jing Jiu Tastes Good, But Do You Really Understand It?
After a decade of observing the health wine industry and a decade of pessimism about it, the author now offers an outsider's perspective on Jing Jiu. The article revisits the brand's rise from near-bankruptcy to over 8 billion yuan in annual sales, highlighting its strategic focus on a niche category, innovative health culture, and fast-moving consumer goods marketing tactics.
邹文武Gifts, Box Returns... 21 Channel Promotion Tactics You Need to Know—Use Them Wrong and You're in Trouble
In baijiu marketing, products seem unsellable without promotion. Without promotion, channels or terminals won't stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and grow sales. Below are 21 channel promotion tactics seen in the market.
朱志明Industry Observation | How Sales Staff Should Handle Terminals in the Off-Season
The article discusses how sales personnel should work on the market and terminals during the off-season to ensure sales in the peak season. It emphasizes moving beyond passive waiting and instead focusing on market structure analysis, terminal network mapping, information databases, sales direction analysis, expanding banquet networks, and enhancing personal value.
杨金友Breaking: Bacardi's Ice Breaker Halts Production, Lays Off Staff, Owes Distributors—Is There a Future for the Once-Booming Pre-Mixed Cocktail Industry?
Multiple distributors report that Bacardi's Ice Breaker pre-mixed cocktails have essentially ceased production, with outstanding distributor fees unresolved. Investigation confirms market issues, including regional layoffs and unpaid fees since March-April, raising questions about the brand's future and the industry's prospects.
New DistributionSpicy Strips Are Hot: Who Will Be the Next 'Internet-Famous Food'?
Who says traditional industries are hard to crack? Look at how 'junk food' spicy strips turned from a 'dead fish' into a 'dragon'. What does it take for a product to become an internet sensation? As 2016 winds down, the food industry is a tale of two extremes: traditional giants and their followers are declining, while innovative products are quickly capturing market share and becoming internet celebrities.
苗庆显How to Completely Eradicate the Chronic Problem of Channel Diversion?
Channel diversion is often described as a cancer or chronic disease affecting product sales and survival, with companies imposing heavy fines for violations. However, despite strict measures, diversion persists. This article categorizes diversion into three types and ten situations, and proposes principles and measures for distributors to control it, emphasizing understanding causes, turning blockage into guidance, and building strong market control.
李红权In the Era of Mobile Internet, Should FMCG Companies Still Implement Deep Distribution?
This article discusses whether deep distribution is still relevant in the mobile internet era. It argues that despite the rise of e-commerce and claims of disintermediation, the core principles of deep distribution—organized effort, benchmarking against leaders, and standardized processes—remain valid. By integrating mobile internet tools and systems, companies can upgrade their deep distribution strategies to achieve even greater effectiveness.
谭长春Dongpeng Special Drink: How the Dongguan Model Applies to the National Battlefield
Before 2015, few had heard of Dongpeng Special Drink in the functional beverage family. It gained widespread attention after sponsoring 'China Dream Show,' when people noticed its PET bottle packaging. The 'double-layer health cap' not only adds hygiene protection but also allows sharing with friends. In the eyes of Chairman Lin Muqin, the bottle redesign was not just a packaging change but a marketing campaign introducing hygiene, convenience, and sharing concepts. Clearly, this differentiation has been effective.
小镇青年朱迪12 Key Points for Distributor Warehouse Management
Fierce competition requires customers to respond professionally on all fronts, and both the front line and the rear must be well organized. This article provides a brief analysis of distributor warehouse management to ensure good service and support market sales competition. Key points include scientific layout, safe stacking, FIFO, clear accounts, return handling, infrastructure, virtual inventory, emergency preparedness, safety stock, extended management, regular reporting, and rules and regulations.
宋锴Marketing Manager on the Eleventh: How Should Business Managers Manage Salespeople?
There is no fixed rule for business managers to manage salespeople well, and no book can claim a complete set of methods that can be followed blindly. Managing salespeople is not a static proposition but requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, business managers must rely on real-world experience to find targeted methods. Fortunately, everything has its patterns...
谭长春