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3961 articles · Page 29 of 166
How Will the Epidemic Trend Affect Distributors' Spring Festival Gift Box Stocking?
Opportunities are reserved for those who are prepared; active and scientific preparation will always yield rewards. Many practitioners and distributors are pessimistic about this year's Spring Festival gift market, but my view is that opportunities favor the prepared, and proactive, scientific preparation will pay off. Reviewing last year's Spring Festival gift market, some distributors sold out and profited handsomely, while others suffered from insufficient stock or excessive inventory. The difference between profit and loss lies in a positive mindset and scientific stocking.
高级研究员 海游High-Debt Model Fails, Better Life Chain on the Brink of Collapse
Traditional large supermarkets are undergoing a deep transformation. On December 14, Better Life Commercial Chain Share Co., Ltd. announced a major strategic adjustment, including closing and exiting the Sichuan market, shrinking Jiangxi to three cities, and closing inefficient loss-making stores in Hunan and Guangxi, while continuing to operate shopping malls and department stores. The company expects closure losses of 300-500 million yuan.
勾勾Yellow Peach Cans Trigger a Buying Frenzy, Urgent Need for Long-term High-quality Development in the Industry!
As the epidemic evolves, yellow peach cans have sparked a buying frenzy across China, reminiscent of childhood memories. While the industry faces challenges such as low profits and outdated marketing, experts urge companies to focus on long-term development rather than short-term trends.
任志安When Two Bulls Fight, How Does Dongpeng Win?
The protracted 'Red Bull War' has dragged on for years, with Red Bull's Thai brand owner and its Chinese distributor locked in a bitter dispute. The biggest beneficiary has been Dongpeng Beverage (hereafter 'Dongpeng'). In 2003, Dongpeng was a state-owned small factory on the verge of bankruptcy. In 2009, it rode on Red Bull's shoulders and embarked on a path of grassroots counterattack. In May 2021, Dongpeng overtook Red Bull to list on the A-share market, becoming the first energy drink stock in China, surging 44% on its debut. 'Over the past five years, our average revenue growth rate has exceeded 29%, and our average net profit growth rate over five years has exceeded...'
金梅More Employees Testing Positive: How Can Distributors Navigate the Current Difficult Period?
Distributors face operational disruptions as frontline staff fall ill, requiring urgent measures: ensure operations, plan foodservice, integrate e-commerce, and manage the Spring Festival smoothly.
高级研究员 海游Deep Feature | For New High-End Growth, Build a 2C Organization Skilled in Mobile Warfare
High-end products are either not recognized or fiercely recognized. High-end transformation is not just about the pinnacle of the pyramid. This article discusses the differences from past structural adjustments, the characteristics of high-end price bands, and why a 2C organization is essential for high-end marketing, emphasizing scenario, experience, and integrated marketing communications.
刘春雄Health Wine Enters the Era of Three Kingdoms
In the post-pandemic era, consumer health needs are driving a new wave of health wine. The future of health wine lies in the strategic moves of leading brands like Hainan Yedao, Zhu Yeqing, and Maopu, which are exploring new directions in product positioning, market expansion, and capital restructuring.
陈沛Preparing for the New Year: City Managers Must Master the 'Front, Middle, and Back' of the Business!
Every December, city managers are busy making next year's city plans, often working overtime before deadlines, but in the end, apart from a different PPT format, the final strategy plan is just a tweaked version of last year's document. Based on years of frontline observation, the author finds that city managers who consistently manage their business well and achieve sustained growth share a common trait: they truly understand the front, middle, and back offices of their distributors' operations.
渠成君Six Years of Hard Struggle in a Low-Ground Market: Why Can't He Get Artillery Support?
The more challenging the market, the more important it is to build market fundamentals, team, and channel capabilities. A regional manager of a leading beer brand in a northwestern city has been fighting for six years in a weak market without significant improvement, blaming insufficient resources and unequal allocation from headquarters.
陈思廷Hubang Chili Sauce: Structural Changes Expected in the Chili Sauce Industry in the Next 5-10 Years
Founded in 2015, Hubang Chili Sauce avoided industry giant Laoganma and rose rapidly through the food delivery channel, with annual sales exceeding 200 million yuan in 2019 and maintaining double-digit growth this year. Before founding Hubang, Lu Wenjin was Vice President of Marketing at Tsingtao Brewery, leading the team to conquer Shandong market and create the second brand 'Laoshan Beer'. In an exclusive interview with New Distribution, Lu shared his insights on building successful consumer brands.
焦逸梦Organizational Strategy Without Implementation Makes Stable Operations an Empty Talk!
Performance appraisal guides salary and benefits, which in turn determine organizational stability. This article discusses organizational strategy for marketing teams in the FMCG industry, covering manpower allocation, team ownership, recruitment and training, and compensation and assessment, with a focus on optimizing market service through effective collaboration amid rising labor costs.
高级研究员 海游“The hardest period is over”: How can China's FMCG restart new growth?
As China moves past the pandemic's toughest phase, the FMCG industry must shift from reactive marketing to a new growth model centered on premiumization. This article argues that traditional scale-based growth is obsolete, and companies must embrace structural growth, new organizational forms, and digital tools to capture the high-end market.
刘春雄Angel Yeast, the 'Survivor': Business Wisdom of an Invisible Champion
Angel Yeast's survival and growth is a miracle. In the early 1980s, to seize strategic high ground in the global technological revolution, China launched 48 industrial pilot base projects. The Angel Yeast biotech base project, jointly applied by Yichang Science and Technology Commission and the Institute of Microbiology of the Chinese Academy of Sciences, was one of them. It is also the only survivor among these 48 frontier explorations today. Although the Yichang Science and Technology Commission won the project, no one believed that a research institute, neither close to raw material origins nor with financial advantages, would turn yeast production—a concept completely unfamiliar to Chinese people—into the largest in Asia and second in the world.
金梅Channel Strategy Without Execution: How Can There Be Channel Competitiveness?
Channel competitiveness is a core asset for FMCG companies. This article discusses ten key considerations in channel strategy, including channel definition, SKU matching, channel prioritization, coverage requirements, execution standards, territory planning, visit planning, outlet rating, market mapping, and channel performance forecasting.
高级研究员 海游After Three Years of Pandemic, Victory Is in Sight: China's FMCG 'Returns to Growth' in 2023!
As 2023 approaches, the end of China's three-year fight against COVID-19 is in sight, with the Omicron variant showing significantly reduced pathogenicity and policies being optimized. The article urges FMCG marketers and distributors to prepare for a return to growth, emphasizing the need to strengthen teams, finalize growth strategies, and mobilize channels early.
陈思廷Jiangxiaobai: How to Empower Channel Digitization with a User-Centric Approach?
Digitization is a technical means to transform traditional industries and create user value. Jiangxiaobai, founded in 2011, has grown rapidly with over 10 million private domain fans and nearly 2 million domestic terminal stores. Its digitalization journey, guided by a user-centric philosophy, focuses on building a full-chain digital system and achieving value co-creation with users.
苏祥婷How to Develop Consumer Strategies to Effectively Boost Channel End-Pull?
Designing a sound consumer strategy is key to winning consumer mindshare. The end of the channel chain is the consumer, and most business failures occur at this stage. The core of product strategy boils down to three points: customer acquisition, repurchase, and average transaction value.
高级研究员 海游How to Achieve Dual Growth in Sales and Buzz on Douyin E-commerce?
Content is the carrier and the 'fundamental base' linking to the shelf scene. As e-commerce shifts from incremental to stock competition, and consumer demands become diversified and personalized, interest-based e-commerce represented by Douyin has become a new growth model for enterprises. Media predict that Douyin e-commerce GMV has exceeded one trillion yuan, making it a key channel for enterprises beyond traditional e-commerce platforms. How to achieve growth under Douyin e-commerce has become a topic of thought for many enterprises. To this end, New Distribution interviewed Wan Gang, founder and general manager of Jiudian Network, who shared insights on leveraging content to drive brand growth.
田静 康治强When Launching New Products, the Most Overlooked Aspect is the Key Account Launch Action Plan
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 a series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on the often-neglected customer-specific launch plans for new products in modern trade, providing a detailed framework to improve success rates.
曹扬Geoffrey CaoA Guide for City Managers Entering a New Market
City managers entering a new market can diagnose the local market through data analysis and field visits. This article provides a systematic approach to quickly assess an unfamiliar market and improve business performance.
邢仁宝Looking Up at the Billion-Yuan Track: How Can Wugu Mofang Achieve Leapfrog Growth?
Despite turning a profit, Wugu Mofang's growth path remains long and arduous. In 2021, the company achieved positive growth after the pandemic, but double-digit revenue growth and a significant turnaround to profitability did not reassure investors. Over the past five years, 2021 revenue has not yet recovered to 2019 levels, and profits are less than half of 2017. As of the close on May 30, 2022, the stock price of HK$0.46 per share had fallen 81.2% from its historical high. Under the pandemic, how can Wugu Mofang repair its profitability and enter the billion-yuan track?
李相如Diagnostic Loop: How Manufacturers Establish a Market Problem-Solving System
Market research reveals a common issue: a lack of standardized process from problem identification to resolution. This article outlines a four-step methodology—objective description, process review, execution analysis, and system empowerment—to build a comprehensive problem-solving system.
高级研究员 海游Refined Expense Management: The Essential Path to Improving Cost Efficiency
In times of great change, leveraging digitalization for refined expense management enables companies to navigate with greater composure and confidence. This article shares how Feihe has implemented technical support for expense management during its digital upgrade.
葛帅From Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World
From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward.
陈文石