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Auspicious Start to Work | In 2023, How Can Manufacturers and Distributors Win the Battle in Winter?
Adapting to winter and turning it into a spring that changes one's destiny is what truly makes a new distributor. This survey shows that over 92% of respondents believe this Spring Festival market was better than previous years or the best since the pandemic, despite earlier pessimism. The key is to correctly understand the low-growth era and act accordingly.
陈思廷Post-Pandemic Era: Manufacturers Should Accelerate the Creation of Four Types of Consumption Scenarios
Channels most affected by the pandemic are rebounding the strongest and offer the greatest growth potential. After three years of the pandemic, both macro-economic aggregates and micro-industrial structures have undergone dramatic changes, and FMCG channel dynamics are now influenced by non-market factors.
高级研究员 海游June Fresh Light Soy Sauce: Good Soy Sauce Is More Than Just 0-Additive
As national health consciousness awakens, 0-additive has become a marketing selling point for soy sauce brands. But is 0-additive necessarily good soy sauce? Not necessarily! For consumers, good soy sauce is not just about 0-additive; salt reduction and deliciousness are equally essential. From the 0-additive red ocean to the light-salt blue ocean, the standard for good soy sauce needs to be redefined.
李相如How Can Sichuan Seasonings Expand Beyond Sichuan and Chongqing?
The seasoning business, especially in Sichuan, has always attracted capital, with a market of 450 billion yuan. Despite the rise of Sichuan seasoning companies, few have achieved the scale of leading enterprises like Haitian, and the industry faces challenges in standardization and national expansion.
湃动研究院Starting Small: Concrete Actions in Digital Transformation
The essence of digitalization is still a tool, while the essence of sales is business, which relies on good product selection, pricing, distribution, and promotion. Digitalization is not the core of business but a tool to enhance it. The current hype around digitalization is overblown; without it, not everything is wrong. In your business, if the main product selection is wrong, digitalization won't make it sell well. Digital transformation, whether for channels or management, primarily solves management issues, not the core 4P of business. The real benefits come from improving efficiency in daily operations, not from grand projects. Start with three online processes: business process, inventory, and data analysis.
渠成君The 'New Diamond Decade' Approaches: How Can Chinese Brands Embrace Change?
Market conditions and environments may change, but the essence of capturing consumers remains constant. On January 8, the 'Rising Against the Trend: The Path to Breakthrough for Chinese Brands' summit was held in Shanghai, where representative Chinese brands such as Junlebao, Jinmailang, Dongpeng Beverages, Luckin Coffee, Yezhifeng, Tasly, Conba, Talanis, Kongke Pasta, and Daily Dark Chocolate, along with Xie Weishan from Junzhi Billion Strategy Consulting, delivered keynote speeches sharing insights on breaking through in the new landscape. In the post-pandemic era, a new recovery cycle is brewing...
New Distribution2023, How Distributors Can 'Look Up at the Road and Pull the Cart'
The Spring Festival of 2023 is expected to be the most prosperous in the past three years, presenting a rare opportunity for distributors. This article shares insights from Li Wei, head of Mengniu Modern Dairy's Henan-Shanxi region, on how distributors can navigate the changing market, channel shifts, and seize the festive season.
李伟Exploring Markets, Seizing Products, Expanding Channels... Here Are the Key Words for Distributors' Strong Growth in 2023!
With the end of the pandemic, economic recovery is inevitable but takes time. This article provides eight key words for distributors to focus on in 2023, including product structure, profit models, channel structure, team structure, manufacturer-distributor cooperation, online-offline integration, continuous learning, and rebuilding confidence.
高级研究员 海游The 'Light' and 'Heavy' of Snack Foods: Which Weighs More?
In the FMCG industry, snack foods are a hot track. As the market shifts from growth to maturity, companies are reassessing their strategies, moving from a focus on traffic and scale to a more balanced approach emphasizing efficiency and cost control. This article analyzes the shift between asset-light and asset-heavy models, using examples like Three Squirrels and Qiaqia Food to illustrate the trade-offs and strategic pivots.
勾勾After Breaking Through in the Delivery Scene, How Can Hubang Chili Sauce Break Out Again?
Using a diversification approach based on category relevance and leveraging industry trends for strategic positioning can help companies explore emerging markets. In 2021, Lao Gan Ma's revenue declined by 1.2 billion yuan, dropping to 11th place on Guizhou's top 100 private enterprises list. Despite steady growth in the chili sauce market, Lao Gan Ma has been on a downward trend since 2016, reflecting the impact of emerging chili sauce brands. With Lao Gan Ma's brand aging, flavor fixation, and declining catering channels, can emerging brands like Hubang seize the opportunity to replace it?
李相如The Only Growth Opportunity in the Second Half of New Consumption
Last year, financial writer Shen Shuaibo proposed that any hot track in the domestic market would go through four stages: capital attention to serious teams, speculators entering, bubble bursting, and industry returning to rationality. By the first half of 2021, the bubble was gradually bursting, and a wave of closures came. At that time, friends in Shanghai organized a discussion on how to break through in the second half of new consumption, but I felt the concept was problematic; the second half might not have arrived yet. Until 2022, several brands I had favored faced problems: traffic fading, revenue declining, capital retreating, and internal conflicts. The real dividing line is not the closures but brands starting to clean up the traffic battlefield.
黄晓军Beyond the Pandemic-Driven Surge: Is Electrolyte Water Still a Big Opportunity in 2023?
Electrolyte water is emerging as a new growth driver in the beverage market. Following the relaxation of pandemic prevention policies, a surge in COVID-19 infections led to panic buying of electrolyte water, which sold out on multiple platforms. This trend has accelerated consumer awareness of the 'electrolyte' concept, presenting a significant commercial opportunity for brands to expand consumption scenarios from sports to daily life.
康治强China Consumer Expectation Index Report 2022 Released: National Trend Economy Remains Hot, Brand Value Drives Growth
The China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released, showing a rebound in consumer expectations for 2022 and an optimistic outlook for 2023. The report highlights the sustained popularity of the national trend economy and emphasizes that brand value has become a key driver of growth, with brands increasingly focusing on building brand equity to secure long-term success.
New DistributionTen Key Issues FMCG Distributors Need to Diagnose in Annual Planning | Highlights Review
Finding the root cause is the key to the right remedy. As 2022 has passed, distributors have navigated a challenging year amid uncertainty. Some achieved growth against the trend, while others struggled with declining sales and profits, along with rising costs. How can distributors diagnose their own issues and achieve their goals in the new year? In the New Distribution live series, mentor Li Feng analyzed these questions in detail.
李锋After the Ice and Fire, How Can Consumer Brands Seize New Market Opportunities in 2023?
Facing growth opportunities, think from first principles, returning to the essence of business and rethinking the logic and framework. The market has not yet recovered; 2023 is a tale of two extremes, with pessimism and optimism coexisting. From a pessimistic view, supply glut and negative population growth are key constants, along with the 'scar effect' and geopolitical impacts. Optimistically, the overall trend is improving, with GDP growth expected and new opportunities in new consumption, digital capabilities, new channels, and new demographics.
赵波How Should Bottle-Light Wine Be Driven in the New Situation and New Environment?
The bottle-light wine market has been growing rapidly, with market size increasing from 35.2 billion yuan in 2013 to 98.8 billion yuan in 2021, and is expected to exceed 150 billion yuan by 2024. This article analyzes the six major camps and three types of bottle-light wine, identifies three industry phenomena, and proposes four directions for breakthrough, emphasizing the shift from channel promotion to brand value driving market growth.
打造酒业第一媒体Farewell 2022, 2023 [New. Thriving], the Third New Year's Eve Live Broadcast is Tonight!
On December 26, the National Health Commission announced that "COVID-19 pneumonia" was renamed "COVID-19 infection" and the "Class B management policy for COVID-19" was abolished. In just three years, the world has changed. Standing at the crossroads of bidding farewell to the old and welcoming the new in 2023, we may deeply miss the world before 2019. The past is gone, and we know nothing will be the same. The upcoming 2022 has been tough for us. Many brand managers and distributor owners say it has never been this hard; just to survive, 2022 has already taken all their efforts. Everyone who survived 2022 is a warrior. Now is the time to gather our thoughts and look toward 2023 together.
New DistributionHow Brands Can Reach Young Audiences: A Look at C'estbon Grape Holiday's Strategy
Content + experience + interaction form a closed marketing loop, achieving both brand building and sales. As society and consumers become increasingly youth-oriented, traditional marketing must adapt. C'estbon Grape Holiday's collaboration with "Heartbeat 20s 2" offers a successful model for youth marketing.
AsherHow to Succeed in the Instant Retail Business?
The demand for instant retail is unstoppable. According to a report by China Merchants Securities, instant retail grew 34% in 2020, far outpacing physical e-commerce and social retail. From a micro perspective, consumers increasingly demand immediacy, with one-off needs like sudden cravings for cold cola or late-night cat litter now fulfilled via delivery platforms, providing new growth for stores. On the supply side, stores on instant retail platforms extend business hours and scope, meeting user needs. As user habits evolve, instant retail will become as routine as food delivery, transitioning from in-store purchases to home delivery. To succeed, businesses must leverage new operational tools and superior service awareness.
陈维龙40 Years of Turbulence: How Can Snack Foods Win This Era?
Over 40 years of turbulence, China's snack food industry has reached a trillion-yuan market. From 'eating enough' and 'eating well' to 'pleasing oneself' and 'benefiting oneself', the changing times have eliminated struggling players while opening new space for rising newcomers. So what era are snack brands in now? In terms of category development, the era of 'one cookie ruling them all' is long gone, and post-pandemic snack categories are becoming more refined and functional. In terms of channels...
FBIFAs Lockdowns Lift Nationwide, How Should FMCG Distributors Adjust Spring Festival Business and Plan for the Future?
As lockdowns lift, competition remains; distributors should proactively seize market share and plan for the future. This article is from the first session of Li Feng's live series, authorized for publication.
李锋Cell-Level Luxury Care for 'Slow' Health: Swisse PLUS Leads Nutritional Technology Innovation
Only products backed by professional scientific research can meet the diverse and refined needs of today's consumers. According to the latest data from the 'Report on Nutrition and Chronic Disease Status of Chinese Residents (2020)' released by the State Council Information Office, over 40% of Chinese adults (aged 30+) suffer from hypertension or hypercholesterolemia. In 2021, iResearch released a white paper on the 'three highs' nutritional intervention product industry, providing an authoritative definition of these chronic diseases. Swisse PLUS, a science-backed, pharmacy-grade health nutrition brand under Swisse, is addressing these concerns with innovative products like high-concentration milk thistle liver cleanse tablets and cholesterol tablets, which received expert endorsement at the 2nd Nutrition Technology Innovation Conference.
青山依旧Post-Pandemic Era: Brands Need the Resolve to Navigate Cycles
At the inaugural FBIF online forum held on December 19, Lu Xiuqiong, Chair of the FBIF Plenary Session and Global Expert Partner at Bain & Company, delivered a keynote titled "Resolve to Navigate Cycles," sharing how brands can leverage crises, discover opportunities, and achieve rebirth in an era of transformation.
FBIFPost-Pandemic Reflections on Growth
China's FMCG market has shifted from channel and brand-driven to brand and product-driven. As the pandemic recedes, many companies are setting aggressive growth targets, but the market has fundamentally changed, requiring new strategic thinking.
赵波