TOPIC ARCHIVE
Management & Methods articles
管理/团队/方法论
Browse 3961 New Distribution articles about Management & Methods.
Published articles
3961 articles · Page 27 of 166
How to Achieve 'High-Quality Growth' in the 'New World' from a Supply Chain Perspective?
What kind of enterprises are lost in the 'old world'? Everyone knows cycles exist and that we live within them, but not everyone or every enterprise can successfully cross them. The cycle for grass and trees is mostly one year. The difference is that herbaceous plants mostly wither every winter, while trees can cross winters, turning each winter into a growth ring, even spanning millennia. An enterprise that has not crossed a cycle cannot be considered successful. Only those that have traversed multiple cycles can be considered excellent. Every century-old enterprise in the world has successfully crossed multiple cycles.
陈思廷The Road to the Summit: 5 Laws of High-End Baijiu Marketing
Baijiu is an industry of time and a famously good business, with top distilleries maintaining ROE above 20% even during the pandemic. High-end baijiu, with its irreplaceable advantages in production areas, cellars, history, craftsmanship, quality, and brand, is scarce. This article summarizes five marketing principles for high-end baijiu: never promote, tell good stories, elite marketing, price priority, and high-profile positioning.
王丹华What Is the Essence of Lightning Warehouses? What Are the Three Links and Three Stages?
A lightning warehouse is an online convenience store or supermarket based on Meituan (or Ele.me). This implies that consumer shopping experiences and perceptions of price, quality, and service are similar to offline stores, and that the business model tends toward franchising. The article also outlines three links (operations, franchising, supply chain) and three stages (operations first, scale second, supply chain final).
陈维龙FMCG Daily | Budweiser APAC's Beer Sales Slightly Up Last Year; Yili Spent Over RMB 600 Million on Share Buybacks; A-Kuan Food Pushes for IPO...
1. Budweiser APAC reported a slight increase in beer sales last year. 2. Yili has spent over RMB 600 million on share buybacks. 3. A-Kuan Food is advancing its IPO plans.
New DistributionNew World of FMCG: Launching the High-End Penetration Battle!
Amid widespread talk of consumption downgrading, high-end upgrading is a rare rationality. Hou Xiaohai, chairman of China Resources Snow Breweries, proposed the concept of a "New World" for the industry, which is the most resounding correct voice amid the noise of difficult times. This article recalls a similar experience after the 1998 Asian financial crisis, where structural adjustment drove growth, and argues that high-end trends are often masked by crises, but history's upward trajectory remains unbroken. It outlines the high-end growth timeline and introduces new marketing strategies for the FMCG New World, including 2C organizations, scenario-based terminals, immersive experiences, and bC integration.
刘春雄Why is Wuliangye Selling 50-Yuan Bottled Liquor?
The high-end baijiu market at 1,000 yuan is hard to innovate further, so Wuliangye has turned its attention to the 50-yuan bottled liquor segment, a market worth over 100 billion yuan that has become a new battleground for baijiu companies in recent years. Wuliangye launched a 59-yuan bottled liquor product, while Moutai and Wuliangye, the two giants, are both seeking second growth curves.
连接商业与未来Top-tier Consumer Investment Institutions Gather in Hangzhou to Explore Opportunities and Breakthroughs Amid Change
On February 25-26, 2023, the 2022 New Consumer Brand Unicorn Summit, co-hosted by Lansha Consumption, Sina Finance, Xinchao Media, Tianyancha, Hudongba, and over 80 top-tier consumer investment institutions, was successfully held in Linping, Hangzhou. The summit, themed 'Crossing Cycles, Resilient Growth', was guided by the Linping District Government and hosted by the China Garment Technology Innovation Research Institute. With a strong lineup of over 40 guests, the summit covered consumer trends and investment directions, attracting over 1,000 attendees including founders of listed consumer companies like Baoli Food, and representatives from investment institutions such as Sequoia China and Tiantu Capital.
蓝鲨消费When Systems Cannot Keep Up with Change, FMCG Needs a “Living” Digital System
FMCG digital systems must balance standardized management with the flexibility of front-line sales. Modular components, visual workflow design, and low-code extension can help the system evolve with the business.
New DistributionHow Can Distributors Profit from the Lower-Tier Market of 1 Billion Consumers?
Many well-known brands are expanding into lower-tier markets to achieve new growth, while distributors face channel expansion demands. On February 20, several guests shared insights on how distributors should respond, focusing on cost challenges and role division between brands and distributors.
New DistributionEnduring: Three Ordinary Years of a Supermarket Owner
Not every fate is turbulent, not every destiny is full of twists and turns; more often, it's about 'enduring' while 'living.' We interviewed a small community supermarket owner and recorded some of his 'ordinary life' over three years. In the autumn of 2019, Boss Jiang 'drank' his father-in-law into becoming an angel investor, securing his first 50,000 yuan in funding, with a one-line business plan: 'For family happiness, I want to open a small supermarket.' He immediately rented a storefront at the south gate of his residential complex and started his business.
指北小付After Being Featured in the No. 1 Central Document, How Can Pre-Made Dishes Open Up a Trillion-Yuan Market?
The development of pre-made dishes has been a topic of debate in recent years. Amid doubts about the 'post-pandemic cooldown' and a sluggish market after the New Year, the 'Opinions of the CPC Central Committee and the State Council on Doing a Good Job in the Key Work of Comprehensively Promoting Rural Revitalization in 2023' explicitly proposed cultivating the pre-made dishes industry. With the release of the No. 1 Central Document, the industry's future direction has been clarified, and it is expected to develop more healthily, rationally, and vigorously. This move has injected a shot in the arm for the industry, and with the trends of deep penetration in the B-end and diversification in the C-end, pre-made dishes have officially opened up a trillion-yuan track towards scale and health.
李相如Brand Owners' Development Bottleneck: More Management, Less Empowerment for Distributors
The three-year pandemic served as a thorough health check for all FMCG manufacturers, exposing issues that have become increasingly apparent after the lifting of restrictions. This article discusses the significance, methods, and approaches of brand owners empowering their distributors, moving beyond the outdated habit of 'more management, less empowerment' from the demographic dividend era.
高级研究员 海游Quality Growth Requires New Marketing, New Supply Chains, and Digitalization
Sustainable FMCG growth in a mature market depends on digital connection efficiency, profitable omnichannel marketing, and supply chains that improve both cost and fulfillment performance.
New DistributionQualitative Change: The New Replaces the Old, the High Replaces the Low, the Strong Replaces the Weak
A philosophical question: Why do enterprises exist? Nobel laureate Coase answered in 'The Nature of the Firm': 'Enterprises exist because they reduce social transaction costs.' Enterprises thrive on high efficiency and perish on low efficiency. With the same product/service, the enterprise that can deliver it to customers at a lower price wins in market competition; at the same price, the one offering better quality wins. To survive and develop, operators relentlessly pursue higher efficiency and lower costs, reorganizing production factors so that more efficient new combinations replace less efficient old ones. This is the law of competitive survival: the new replaces the old, the high replaces the low, and the strong replaces the weak.
陈立才A Traditional Distributor Discovers a 'New Gold Mine,' Sales Grow by 20 Million in 2022!
In 2022, despite the challenges of the pandemic, Chen Yongle, founder of Changle Hongcheng Trading Co., Ltd., achieved over 100 million yuan in sales by focusing on 'heart-centered' business, developing new channels like associations and rural banquets, and driving sales of a long-dormant product.
田静Building a Model Market: Without Strategic Thinking, Even the Best Tactics Are Useless
The selection of a model market is also a process of tactical implementation, requiring brand managers to think deeply. This article discusses the strategic importance of model markets, how to choose model regions and markets, and key factors for success.
高级研究员 海游Why Must We Continue on the Path of Digitalization?
Let's meet in Shanghai to step into digitalization and move towards an intelligent future. Understanding the essence of digitalization is crucial for FMCG companies to avoid mistakes in direction, goals, organization, and methods, and to persevere through difficulties.
陈思廷Interactive Giveaway | Finding Clients, Closing Deals Hard? 90% of Salespeople Don't Know These 7 Tactics
He Xueyou, a sales legend at Alibaba, shares seven proven tactics for closing deals, from client development and appointment setting to effective visits, pricing strategies, and follow-up sales. Drawing on his experience as Alibaba's top global salesperson, he provides actionable advice to help salespeople achieve better results.
New DistributionPractical Guide | Management Reference for Boosting Performance of Supermarket Merchandisers
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through meticulous, professional management. This article, part of the Key Account (KA) Management Practice series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on why merchandiser teams are needed, their daily management, and how to utilize them effectively.
曹扬Geoffrey CaoHow to Build a Household Name in the Premium Chilled Pork Brand?
China's chilled pork industry should be built on a solid whole-industry chain and create product value centered on consumers. In China, pork is never just a simple dish; it is the most important symbol of happiness for thousands of households. Pork is a super huge industry. According to the latest data from the Ministry of Agriculture and Rural Affairs, in 2022, China's pig slaughter totaled 699 million heads, averaging about one pig per two people. But it is also a super volatile industry. The 'pig cycle' is a unique phenomenon in this industry, where pork prices fluctuate sharply every so often...
陈思廷Industry's First "2022 New E-commerce Operators Survival Status Report" Released!
With the rapid rise of new e-commerce platforms such as Douyin and Kuaishou, the role of "new e-commerce operators" has emerged. This report, initiated by Youmiyoushu at the end of 2022, provides a detailed portrait of these operators, their workplace status, competitiveness, and industry trends, offering valuable insights for the industry.
OliviaSecond-generation distributor of Unilever, Nice, Colgate and other daily chemical giants tells you how to break through in e-commerce!
At a brand's distributor annual meeting dinner, a distributor with annual sales over 100 million yuan lamented the difficulty of offline business and considered moving to e-commerce despite having no experience. This article shares the case of second-generation distributor Wang Banglai, who entered e-commerce in 2020 and achieved nearly 50 million yuan in sales within two years, highlighting the importance of seizing opportunities and hands-on involvement.
袁来Douyin Supermarket Officially Launches: How Should FMCG Manufacturers and Distributors Cooperate and Position Themselves?
After the New Year, Douyin Supermarket officially launched, and FMCG manufacturers are concerned about the significance of joining and opportunities for co-creation. On February 6, in the 'FMCG Feng Talk' hosted by distributor growth mentor Li Feng, several guests shared insights on 'Douyin Supermarket Officially Launches: How Should FMCG Manufacturers and Distributors Cooperate and Position Themselves?' This article compiles some of the viewpoints; for full details, follow the [Li Feng New Distribution] video account for the replay.
New DistributionIn Xinjiang, with a vast territory and sparse population, and multiple lockdowns during the three years of the pandemic, how did he survive the toughest three years?
Flexible adjustment and active response. Over the past three years, China's FMCG industry has struggled through the pandemic. The China Consumer Index fell below 90 in April 2022, hitting a historic low. McKinsey's 2023 China Consumer Report highlights the 'era of resilience' as a key theme, reflecting the difficulties faced by the industry. As a crucial link in the supply chain, FMCG distributors have experienced ups and downs with the macro economy. Amid the three years of uncertainty, we have seen some distributors achieve growth against the trend, becoming market winners; others have struggled with declining sales and profits; and some have completely exited the industry.
康治强