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Breaking the Involution: Better to Be Different Than Better
As society changes rapidly and market involution intensifies, brand building becomes increasingly difficult. The era of 'advertising rings, gold pours in' and 'creative brilliance, brand breakout' is fading from mainstream marketing. In this context, how can we build brands effectively? All marketing methods must be based on business logic, evolving with market, enterprise, and brand perception development; nothing is static. In the 'incremental' market era, brands relied on policy dividends, demographic dividends, and bold advertising creativity. Now in the 'stock' market era, with declining population growth, reduced consumption willingness, and oversupply, fragmented creative ads alone cannot break through competitive barriers. Only by evolving toward 'holistic, systematic, dialectical' scientific marketing methods can brands escape involution and build long-lasting brands. In terms of marketing development, brand building is advancing 'from the advertising era to the scientific era,' and I call this scientific marketing approach the 'Scientific Brand Concept.'
蒋秋铭Going Global: What Are the Top-Level Mindsets?
Why should we go global? This is a question worth pondering. Going global may represent a second entrepreneurial venture, requiring the recombination of many production factors. Whether it's passive or proactive expansion, there are many points to consider. How big is the market, what can we do, and which categories can we tackle? Today, let's share how to go global scientifically. Going global is a second startup.
CcFrom Excess Inventory Wholesaler to Retail Legend: How Don Quijote Navigated Economic Cycles?
Pan Pacific International Holdings (PPHI), Japan's fourth-largest retailer (after Seven & i Holdings, Aeon Group, and Fast Retailing), is known in China's retail industry for its main format, Don Quijote. As the ultimate representative of Japan's soft discount model, Don Quijote has achieved dominant leadership in this competitive mode and has posted 35 consecutive years of growth during Japan's 'Lost 30 Years.' This article analyzes its development from the perspective of 'macroeconomic cycles to individual business models' to draw parallels and provide insights for China's retail industry.
张振宇Why Kunlun Mountain Mineral Water Represents High-Quality Drinking Water
Recent field research revealed that many regional top beverage distributors have taken on the agency of Kunlun Mountain mineral water, even those primarily dealing in alcohol. The brand has achieved strong market performance, ranking first in domestic high-end water e-commerce sales during Double 11 for eight consecutive years, with a 120% year-on-year increase in total sales across all channels last year.
张雨薇As Baijiu Market Declines, Jinsha Distillery Unveils New 'Upstream Strategy'
Amid slowing growth and intensifying competition in the baijiu industry, Jinsha Distillery held a grand launch event on December 10, 2024, in Jinsha County, Guizhou, to unveil its new 'Upstream Strategy' under the brand slogan 'Strive Upstream, Drink Zhuoyao.' The strategy aims to leverage the company's location in the upper reaches of the Chishui River to build a competitive edge in quality, brand, marketing, and technology, positioning Zhuoyao as a high-end sauce-flavor baijiu and charting a new path for high-quality development in the industry.
New Distribution34 Years of Consecutive Profit Growth: No Other, Only One
In the second half of 2024, the economic situation remains challenging, with consumption, exports, and infrastructure investment all recovering slowly. As we undergo industrial transformation, we face a prolonged period of low economic growth, where many companies struggle with ineffective competition and declining revenues and profits. To survive and achieve sustainable profit growth, we can look to Japan's experience during its 'lost three decades' and learn from the success of Don Quijote, a retail chain that achieved 34 consecutive years of profit growth by mastering cost leadership, customer-centricity, and adaptability.
老贾In the Era of Stock, FMCG Manufacturers Are Reconstructing Growth Models with Supply Chain Innovation
At the 21st China Marketing Ceremony and the 2nd China Consumer Goods New Supply Chain New Growth Conference, held in Foshan, Guangdong on December 6-7, 2024, Liang Pengfei, President of Midea's Ande Zhilian, delivered a keynote speech on how supply chain innovation can reconstruct business growth models, providing new directions for FMCG manufacturers to break through involution and return to growth.
新经销、安得智联How FMCG Professionals Can Make the Most of AI (Part 2)
OpenAI's 12-day livestream, with its continuous surprises and the official launch of Sora today, has pushed the long-dormant AI buzz to a new high. Having used AI for nearly a year, the author shares recent tips and insights, highlighting two key feelings: mastery of new tools determines your future class, and AI is leveling the playing field by democratizing knowledge.
赵波Going Global: What Are the Top-Level Mindsets?
Why should we go global? This is a question worth pondering. Going global may mean a second startup for another business, requiring the recombination of many production factors. Whether it's passive or proactive expansion, there are many points to consider. How big is the market, what can we do, and which categories can we tackle? Today, let's share how to go global scientifically. Going global is a second startup. Entrepreneurship is a scientific discipline, and so is going global, so I propose the concept of 'scientific going global.' All our thinking paths, especially in the going global chain, have many pitfalls, ranging from millions to tens of millions. So we hope to think carefully about many aspects, chains, and core production factors. When the dividend comes, embrace it fully and seize it firmly. Otherwise, it may be a dividend, but not necessarily yours.
CcPreparing for the Year-End: Promotions Can Be Done This Way
The year-end is a prime opportunity for FMCG companies to turn around their annual sales performance. Well-executed promotions can not only boost sales and achieve a strong start, but also lay the groundwork for the coming year's marketing strategy. How should promotional plans be designed to help improve year-end performance? Let's discuss this with specific cases.
崔自三Liang Ning: The Only Trend Is Real Demand!
Today, China's population structure and patterns have changed, with 900 million people living in cities or relying on urban systems. Most people directly or indirectly engage with market and business rules to make a living. For a long time, China was an agricultural society, leading to a lack of systematic business common sense based on cities. In agricultural society, laborers accumulated common sense like the '24 solar terms,' which guided farming activities. This is common sense for survival within the system, and following it ensures better survival. We have also accumulated basic cognitions in business, but lack a complete thinking chain. Many who have scaled companies to a certain size also lack this, even if they succeeded before, it was through muddled success.
梁宁Unsweetened Teas Finally Rise to Become the 'Protagonist'
China's beverage industry is becoming the 'salvation' for Japanese unsweetened tea giants. Suntory's star brand 'Iyemon' hit a record low in Japan last year, and Ito En is considering adjusting its 2025 targets. In China, however, Japanese unsweetened teas frequently top e-commerce bestseller lists, with Suntory oolong tea achieving about 200% sales growth for two consecutive years, prompting executives to express firm commitment to investing in China. Similarly, domestic pioneer Oriental Leaf saw sales surge 90% in the first half of this year, and the market is now flooded with brands.
洞见数据研究院The Industrial Miracle of a Viral Snack: How Luosifen Is Sold Globally?
A bowl of rice noodles can also tell a story of going global. Recently, a Chinese post-80s guy selling Luosifen at a stall in the US went viral. His business is booming, selling 100 bowls in just 4 hours a day, with customers driving 1-2 hours just to have a taste. Over a decade ago, Luosifen from Liuzhou was confined to the city, but now it has spread across China and overseas, with export value growing 104-fold in five years.
武占国Zhongxin Food's Ye Zhongfu: The Secret to Heineken's 10-Fold Growth in Taizhou in 5 Years
In an era of unprecedented change, Ye Zhongfu, founder of Taizhou Zhongxin Food, demonstrates that focusing on existing advantages rather than盲目出击 can lead to remarkable growth. By adhering to a differentiated strategy and building strong partnerships, his company achieved over 10-fold growth for Heineken in Taizhou within five years.
陈思廷From Stock Revitalization to Incremental Innovation: The Business Wisdom Behind Master Kong's Classic Comeback
The second-hand market has seen a surge in 'CCD camera fever,' the new generation loves vaporwave songs, and classics like 'My Own Swordsman' and 'Empresses in the Palace' are endlessly rewatched. For many consumers, memory is the shortest emotional path to the heart, and there are always those willing to pay for nostalgia. Now, some classic flavors regarded as 'white moonlight' are returning to the public eye through a bold move by Master Kong. On November 14, Master Kong launched the 'White Moonlight Return Plan,' opening a voting campaign for the return of over 200 classic products. In no time, a variety of familiar flavors...
冯瑶A Tobacco and Liquor Store Owner's Confession: During E-commerce Promotions, I Closed Shop and Went Traveling
In the past, 'Double 11' was about flashy strategies and complex steps, but in recent years, mainstream platforms have shifted to 'simple marketing'—attracting consumers with straightforward 'low-price competition', igniting online frenzy. The most typical example is Pinduoduo's 'billion-dollar subsidies', which prompted imitation across platforms and normalized the 'low-price competition' model. However, behind the online 'low-price competition', offline tobacco and liquor stores are seeing their prosperity fade. This 'Double 11', Lao Han (pseudonym), a tobacco and liquor store owner in Xi'an dealing in several famous liquors, closed his shop and took his wife on a trip.
名酒研究所团队Connecting Industry, Facilitating Distribution: JD Supply Chain Finance Technology Supports Strong Growth of Consumer Enterprises
Most FMCG manufacturers find it extremely difficult to achieve growth this year, a harsh and concrete reality. Amid a complex and volatile economic environment, weak consumer confidence, sluggish demand, and intense competition pose unprecedented challenges. In response, the state has rolled out a series of policies to expand domestic demand and boost consumption. However, in an era of stock, how can industry partners seize these opportunities? Improving efficiency and reducing costs from the supply chain, and channeling financial liquidity, is a very good path. On November 21, the '2024 JD Supply Chain Finance Technology Consumer Industry Conference' was held in Guangzhou, where many consumer industry clients benefiting from supply chain finance shared their successful practices.
文石One-Stop Bulk Food Category Output Helps Supermarkets Achieve 30% Growth: How Did This Post-90s Distributor Do It?
In recent years, most distributors, especially leisure food distributors, have faced tough business conditions. With the rapid expansion of snack stores, competition has intensified, and price wars have become common. A small survey by New Distribution showed that supermarket business for standard leisure food products dropped 10%-20% year-on-year, while bulk leisure food sales fell about 30%. This article shares how Tao Xin, a post-90s distributor from Suzhou, tackled these challenges and achieved growth.
张雨薇Zong Fuli's Ongoing War
Recently, Hangzhou Wahaha Precision Machinery Co., Ltd., Hangzhou Wahaha Lewei Food Co., Ltd., and Hangzhou Wahaha Hongzhen Biotechnology Co., Ltd. underwent industrial and commercial changes, with Zong Qinghou stepping down as legal representative and chairman, replaced by Zong Fuli as director and Zhu Lidan as legal representative and manager, along with other personnel changes. Additionally, Zong Qinghou has recently resigned from positions in several Wahaha subsidiaries, including Chengdu Wahaha Changsheng Food Co., Ltd., Chengdu Wahaha Changsheng Beverage Co., Ltd., and Nanjing Wahaha Hongzhen Drinking Water Co., Ltd., among others.
路世明How Does the Overseas Discount Retail Format Navigate Economic Cycles?
Discount retail is essentially a continuous optimization of supply chain and operational capabilities. Relatively speaking, the development of soft discount depends on the surplus of upstream overstock, giving retailers less control over supply stability and quality; hard discount, centered on supply chain cost reduction, has stronger autonomy and broader development space. From 2008 to 2022, the compound annual growth rates of discount retail store markets in the US and Germany were 5.8% and 2.3%, respectively, while those of warehouse club markets in the US and Japan were 5.3% and 13.2%, all higher than the overall retail market growth, with penetration rates continuously rising.
我是庄帅Low Prices Will Not Win Regional FMCG B2B
A regional B2B distributor builds its moat through assortment, warehouse and delivery efficiency, store insight, sales management, and cash flow—not an endless price war.
New DistributionStrategic Transformation Begins to Pay Off: Chubang Makes a Major Appearance at the 20th CFE
From November 16 to 18, 2024, the 20th China (International) Condiment and Food Ingredients Expo (CFE) was held at the Canton Fair Complex in Guangzhou. At this CFE, the Chubang brand made a striking appearance with its newly transformed strategy. As one of the leading enterprises in the condiment industry, Chubang has always had strong market influence. In March 2024, Chubang released its new development strategy of "Recreating a New Chubang," drawing significant attention. During CFE, Chubang showcased its important changes in "inheritance of Southern-style soy sauce craftsmanship," "channel strategy layout," and "product innovation strategy," becoming a benchmark for industry transformation.
文石Leading the 'Double 11' with High Quality for Eight Consecutive Years: How Did It Do It?
The 2024 'Double 11' online shopping festival has concluded, and this year's market performance clearly shows a trend of diversification and upgrading in consumer spending on 'health'. According to public data, demand for health products surged during this year's 'Double 11', with categories such as nourishing foods, green foods, and nutritional supplements experiencing sales growth, making health consumption a new market focus. High-quality mineral water also became a new consumer favorite this 'Double 11' due to its health benefits. Kunlun Mountain Mineral Water, as a leading brand in high-quality mineral water,凭借卓越品质和品牌影响力, secured the top spot in domestic high-end water e-commerce sales during 'Double 11', leading the high-quality mineral water segment for eight consecutive years.
New DistributionYiwu Huihua: The Bigger the Waves, the More Valuable the Fish—A 5-Fold Growth Miracle in 5 Years for a Major Distributor
This article traces the growth path of Chen Xiongfu, founder of Yiwu Huihua Food, a leading beverage distributor in Yiwu, Zhejiang. Starting from a small hardware business, Chen entered the liquor distribution industry in 2003 and, through multi-brand strategy, a unique 30% direct supply and 70% distribution channel model, and aggressive integration and acquisition, achieved a 5-fold growth in sales over five years, reaching over 11 million cases of beer annually.
陈思廷