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Cao Hu, Global Partner of Kotler Consulting Group: New Thinking on Brand Strategy in the AI+ESG Era
At the 2023 (8th) China FMCG Innovation Conference held in Chengdu on April 6, Cao Hu, Global Partner of Kotler Consulting Group and President of Greater China and Singapore, delivered a keynote speech on new thinking in brand strategy in the AI+ESG era, outlining future marketing trends and the shift from passive consumers to active creators.
曹虎Exclusive | Nestlé Group Executive Vice President Zhang Xiqiang: Innovation is a Powerful Engine for High-Quality Development
At the main forum of the 8th China FMCG Innovation Conference held on April 6, 2023, New Distribution invited Zhang Xiqiang, Executive Vice President of Nestlé Group and Chairman and CEO of Nestlé Greater China, to deliver a keynote speech. With nearly 30 years of experience in the pharmaceutical and FMCG industries, Zhang shared insights on how innovation drives high-quality development, highlighting Nestlé's strategies in coffee, infant nutrition, culinary products, and pet care.
张西强The 2 Trillion Yuan Chinese Breakfast Market: How Did O'Zack Whole Wheat Crisp Become a Best-Selling Product?
According to Mintel research, the total consumption of breakfast food in China is projected to grow from 1.334 trillion yuan in 2015 to 1.948 trillion yuan in 2021, and reach 2.5 trillion yuan by 2024. Despite this, nearly 360 million Chinese people still skip breakfast or eat it hastily, representing new growth potential for the breakfast market. Under this huge market potential, the category, which is frequently repurchased by consumers, is undergoing new changes...
青山依旧How Can the FMCG Industry Break the Deadlock Amid Involution?
On April 6, the 8th China FMCG Innovation Conference opened grandly in Chengdu, China. Zhao Bo, founder of New Distribution, delivered an opening speech titled "How Can the FMCG Industry Break the Deadlock Amid Involution?" He analyzed the constant factors affecting the market and how the FMCG industry can break through, focusing on the business environment.
赵波Second-Generation Functional Beverage Benchmark: How 'Gan Qing' Ignited Yunnan in One Year and Expanded Nationwide
In China, tens of thousands of beverages are launched each year, but few succeed. The reasons include a highly homogeneous market with low consumer loyalty, an information-overloaded and multi-scenario communication environment, and the non-planned, immediate nature of beverage consumption, making channel and distribution crucial. Yunnan Gan Qing, launched in December 2021, expanded from its home base to nationwide within a year, covering nearly 100,000 outlets and exceeding 300 million RMB in retail sales. This article explores how they achieved this through effective channel strategy, unique product positioning, and targeted marketing.
任文青AndyCarrefour, the Supermarket Giant, and the Truth Behind Its Management 'Fall'
Carrefour's first store in China, Beijing Chuangyijia, closed recently after its 28-year lease expired. The company is retreating from the Chinese market, having closed 54 stores in the first three quarters of 2022, roughly one every five days. Once a dominant player and a 'Whampoa Military Academy' for retail, Carrefour's decline is attributed to management reforms that centralized power, eroded local initiative, and led to a focus on short-term gains over long-term sustainability.
商隐社The Secret Behind a 20-Year Best-Seller: A Bottle of Steamed Fish Soy Sauce
A recent court ruling on the imitation of Lee Kum Kee's steamed fish soy sauce packaging has drawn attention. The court found that the combination of dark green background and steamed fish image on the new packaging serves to identify the product and brand, and that Baijiawei and Baijiaxian companies constituted infringement. This article explores why this infringement occurred in the steamed fish soy sauce category and why Lee Kum Kee was targeted, and how companies can avoid imitation and build their own brand.
李相如How FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherMSG Connects with 'Zihaiguo': What Does Lotus Health Aim to Achieve?
On the afternoon of March 27, Lotus Health (600186.SH) announced its intention to acquire at least 20% equity in Hangzhou Jinlingyang Enterprise Management Consulting Co., Ltd., known for its 'Zihaiguo' self-heating hotpot brand. The high premium acquisition has raised questions, but the combination of the 'MSG King' and 'Zihaiguo' could spark new growth.
勾勾Retail Returns to 'Unnoticed' State: 2023 Is the Watershed for Survival
In the past, retailers could blame the COVID-19 pandemic for poor business; now that excuse is gone. The first year after the pandemic is the true watershed for retailers' survival. "In 2023, the biggest problem facing China's retail industry is the sluggish market and weak sales growth," said one retail executive. Recently, he received calls from several friends facing nearly identical issues: store sales have declined to varying degrees, and owners are worried about the future. This concern is not unfounded...
楚勿留香Nongfu Spring Announces 2022 Financial Results: What Drives Sustained Positive Growth?
On March 28, Nongfu Spring announced its full-year 2022 results: revenue of 33.239 billion yuan, up 11.9% year-on-year; net profit of 8.495 billion yuan, up 18.6%. In 2022, no company in the food and beverage industry had it easy. What drove Nongfu Spring's dual growth in revenue and profit? The story of how Nongfu Spring's frontline employees and distributors in Shanghai self-organized and self-operated to ensure normal service during last year's special period may provide the answer.
李华China Resources Beer Announces 2022 Results, Continues High Growth in the New World of Alcoholic Beverages
Despite a complex and challenging 2022, China Resources Beer achieved sustained growth. On March 24, 2023, China Resources Beer (Holdings) Company Limited (HKEX stock code: 00291) held its 2022 results announcement. The report showed that China Resources Beer's 2022 revenue was RMB 35.263 billion, a year-on-year increase of 5.6%, with net profit of RMB 4.344 billion. Excluding a one-off after-tax gain of RMB 1.316 billion from land transfer in 2021, net profit grew 32.8% year-on-year in 2022. Additionally...
陈思廷The 'She Power' Selling Snow Beer: Stories of Female Distributors in Longnan and Gannan Markets
In the FMCG distribution sector, female distributors are often overlooked, yet many excel with remarkable business achievements. From February 25 to March 1, 2023, New Distribution journalists drove nearly 2,000 kilometers through several county-level markets in Gansu Province to profile five outstanding female distributors.
陈思延There Are 'Gods' at the Frontline: Seeking Advice and Needs from the People
In a recent address, Premier Li Qiang emphasized learning from the masses and conducting grassroots research. This article argues that the frontline market is where consumer insights and solutions are found, and it outlines methods for effective market research, including identifying opportunities, discovering patterns, and developing models.
刘春雄FMCG Daily | Xiangtan State Capital Takes Control of Better Life; Wang Laoji's Business Segment Continues to Exceed 10 Billion Yuan in Annual Revenue...
Xiangtan State-owned Assets Supervision and Administration Commission became the actual controller of Better Life after Xiangtan Industry Investment took over 10% of its shares. Wang Laoji's parent company reported over 10 billion yuan in revenue for its health segment, while other companies announced earnings and executive changes.
New DistributionFMCG Daily News | Police Confirm "Adopt a Cow" APP Is Fake; Namchow Food's 2022 Profit Drops by Half...
Police in Yuhang District, Hangzhou, confirmed that the "Adopt a Cow" APP involved in an investment fraud case was a counterfeit created by criminals using the company's name. Namchow Food reported a 56.41% year-on-year decline in net profit attributable to shareholders for 2022.
New DistributionFMCG: Offline Channels Remain the Top Priority
A widely shared social media post declared '2022: Back to offline! 2023: Back to growth!' and urged eliminating all non-growth habits, products, and channels. For FMCG, offline still accounts for over 70% of business, and companies that ignore this will never grow big. The key is to focus on product competitiveness, channel competitiveness, and consumer competitiveness, with channels being the crucial bridge.
高级研究员 海游In-depth Article | Cao Hu: Brand-Led Growth Thinking in the Digital Intelligence Era
The old thinking about brands is being overturned. Brands are not just business results, static mental assets, cognitive assets, or even brand equity; they are becoming an important source and engine of corporate performance growth. Based on years of observation in global and Chinese brand strategy consulting practice, I share insights that may not be universally applicable but represent practical observations and summaries, hoping to expand cognitive boundaries. Overall, global brands face three major challenges: first, generational differences; second, digital invasion; third, wealth polarization.
曹虎2022 Uni-President China: Seeking Breakthrough and Growth Between Old and New
On the evening of March 8, Uni-President China Holdings Ltd. (hereinafter "Uni-President China") released its 2022 results, with revenue of RMB 28.257 billion, up 12.0% year-on-year; net profit attributable to equity holders was RMB 1.222 billion, down 18.6% year-on-year. This revenue was its best performance in 30 years in the mainland market, while the profit decline was attributed to rising raw material and freight costs. Although raw material prices remain uncertain in 2023, Uni-President China's 2022 performance exceeded expectations, with the food segment, which accounts for over 90% of instant noodle business, turning profitable in the second half after a loss in the first half, and the food segment's revenue surpassing RMB 10 billion for the first time.
冯瑶FMCG Daily News | 160 Shopping Malls' 2022 Sales Reach 349.5 Billion Yuan; JD Seven Fresh and Mengniu Chilled Milk Reach Strategic Cooperation...
According to Lianshang.com, 160 shopping malls in 29 cities (excluding Hong Kong, Macao, and Taiwan) achieved total sales of 349.555 billion yuan in 2022. JD Seven Fresh South China region and Mengniu Chilled Milk have reached a strategic cooperation, with Mengniu's new product 'Telunsu Flavored Yogurt' to be launched exclusively across all channels of JD Seven Fresh.
New DistributionManagement and Assessment Logic for Marketing Cadres at Different Levels
Several brand executives recently consulted me on how to assess marketing cadres, from salespeople to supervisors, managers, directors, and regional heads, aiming to establish an effective closed-loop mechanism that fosters mutual checks and balances, cohesion, and shared development. My initial reaction is that as companies grow, their existing organizational structures and assessment mechanisms may become mismatched, leading to gaps between management granularity and organizational capacity, which hinders strategic execution.
高级研究员 海游Instant Noodle Market Grows Strongly, Distributors Should Not Miss This 10-Billion-Yuan National Brand
Despite the rapid development of prepared dishes, the instant noodle market continues to grow strongly, with the industry's sales revenue exceeding 65 billion yuan in 2022. Baixiang, a leading national brand with 26 years of history, stands out by offering a diverse product matrix, high-quality products, and strong distributor support, making it an ideal partner for distributors seeking growth.
青山依旧First-tier brands are not profitable, what should distributors do next?
2022 was the most severe year of the pandemic, with travel and offline activities greatly restricted. Despite this, I visited dozens of distributors of various sizes and had in-depth exchanges with them. One insight I gained is that the ancient industry of commercial distribution is accelerating its transformation. But as the saying goes, 'the fish doesn't know it's in water,' most distributors are unaware of this change. This article shares my observations on how distributors can navigate the shift from serving brands to serving customers, and the importance of becoming scarce resources themselves.
任文青AndyDistributor Business Positioning Deviation: How to Position Their Business Behavior?
In the FMCG supply chain, direct sales and distribution models coexist, with the key difference being whether the target customer is the ultimate value recipient. Many distributors mistakenly manage their sales teams using direct sales methods, leading to issues like uncontrolled returns and deteriorating terminal relationships. To address this, distributors should clarify business behavior, strengthen sell-through thinking, optimize distribution practices, and adjust management approaches toward distribution.
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