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How to Surpass Red Bull?
01 Is Red Bull unbeatable? Recently, while chatting with a friend in the beverage industry, he shared his view that after years of observation, Red Bull is truly the ceiling of functional drinks and the absolute hard currency in the beverage market. Despite the fierce competition between Huabin and Tians, it seems almost impossible for outsiders to break into this market. Is that really the case? This sparked some thoughts in me: There are many new consumer entrepreneurs making tea, sparkling water, and soda, but why hasn't a new consumer brand emerged in functional drinks? The innovation capability of Genki Forest...
赵波Methodology for Capturing Category Share in Modern Trade Stores
Despite declining offline foot traffic, offline channels remain crucial. To maintain and grow share, FMCG companies must focus on professional management of key accounts. This article, part of a series by New Distribution with former Coca-Cola China executive Cao Yang, explains why sales teams neglect share, outlines general methods to capture share, and highlights three key points: professionalism, control, and balance.
曹扬Geoffrey CaoThe Rise of "Hex Technology": Can Zero-Additive Products Ride the Wave?
Recently, some video bloggers have used food additives to concoct common foods, sparking the viral trend of "Hex Technology" online. This has raised questions about whether zero-additive products will gain more popularity amid growing consumer concerns about food additives.
调料人都在关注的How Should FMCG Companies Plan Their Annual Budget for 2023?
This is the time of year when FMCG companies plan their annual budgets for the coming year. Recently, I've received many calls about annual planning, and I'd like to share a few key reminders. Based on my experience with corporate budget planning, I've identified several critical points to consider.
高级研究员 海游Every Chinese-Style Boss Has a 'Northeast Farmer's Sister' Inside
The 'corn incident' involving East Buy and Xinba has passed, but the behavior of Northeast Farmer's Sister deserves more attention as a typical Chinese commercial phenomenon. The real loss is borne by Northeast Farmer's Sister, which lost a quality channel and trust, highlighting the widespread issue of undervaluing intermediaries.
响马老苗The Road to 'Addiction Recovery' for the Billion-Yuan Betel Nut Industry
From a massive billion-yuan industry to a 'sales restriction' ultimatum, the small betel nut is experiencing unprecedented turmoil. On September 10, 36-year-old singer Fu Song passed away from oral cancer, having repeatedly stated that his illness was caused by chewing betel nuts and warning netizens to 'stay away from betel nuts.' This incident once topped Weibo's hot search. It is this event that has pushed betel nuts back into the spotlight. Indeed, behind the billion-yuan output value, betel nuts are beginning to 'quit addiction' amid controversy.
田静Instant Retail: The Battle for Existing Resources and the Organizational Lifeline
In the evolution from food delivery to delivering everything, the importance of retail capability has been significantly elevated. Among the three giants, apart from Meituan, which only recently proposed the 'retail + technology' positioning, JD and Alibaba have long-standing retail expertise with numerous business lines covering both self-operated and platform models. Seamlessly integrating previously independent retail capabilities with instant delivery capabilities is essentially a re-coordination of existing resources, meaning that the current challenges in instant retail are largely organizational.
窄播出品Two Important Suggestions for FMCG Manufacturers and Distributors in an Era of Great Change
The essence of the FMCG market is population economy. As China enters the Lewis turning point and negative population growth, the market is shifting from volume growth to quality growth. Manufacturers should build a channel team capable of winning in the high-end segment, while distributors should develop capabilities in organizational management, digital marketing, precision operations, and high-end customer management.
陈思廷Why Have the 'Internet-Famous Milk' Brands from Your Hometown All Disappeared?
Kedi Dairy, a once-popular 'internet-famous milk' brand from Henan, has entered bankruptcy reorganization. The company, which was delisted from the A-share market, received a court ruling on September 9 to accept the reorganization application. This article explores the rise and fall of Kedi Dairy and the broader challenges facing regional dairy companies in China.
欧锦As COVID Lockdowns End, How Will Local Life Services Recover?
Under the pandemic, local life services have been the hardest-hit sector. However, as lockdowns end, the more necessity-driven and convenient commercial district economy, especially community-based economy, is visibly recovering faster. According to Huike Cloud, among the top 100 commercial districts in 36 key cities by passenger flow growth compared to 2019, community-based winners accounted for over 40%, followed by office-based (30%). According to Winshang, in 2019, vacancy rates for city-level and district-level commercial districts were similar at 7.2% and 7.1%, but by 2021, district-level vacancy was 10.7%, much lower than city-level (13.5%), with second-tier cities performing prominently.
编辑部Genki Forest Strategic Investment in Seasoning Company: What New Opportunities for This Xi'an Legacy Brand?
On September 19, an announcement about the capital increase and share expansion project of Xi'an Sun Food Co., Ltd. drew attention. It showed that Genki Forest (Beijing) Food Technology Co., Ltd. obtained strategic investor qualification with an investment of over 54.33 million yuan for a 30% stake, while Jiaxing Jianshe Chenyue Equity Investment Partnership (Limited Partnership) obtained financial investor qualification with over 45.27 million yuan for a 25% stake. The public notice period is September 19-23, 2022. Barring unexpected events, Genki Forest will inject fresh blood into this established company, complementing resources to make strides in the food sector, especially in the seasoning track.
冯瑶End-of-Article Benefit | Key Account Management: Seizing the Most Critical 1%
Almost all sales and service enterprises place great importance on key accounts because they bring significant performance, profits, and brand value. However, over 95% of enterprises fail to escape the three curses of key account development and management: inability to attract, inability to scale, and inability to retain. The root cause lies in the misperception of key account management, which should be elevated from tactical to strategic systems.
New DistributionMethodology: How Marketing Directors Solve Problems Found During Market Visits?
A friend recently asked me privately: finding problems is only the first step; solving them is the key. Is there a specific methodology? The general logic is: market visits and research only reveal existing problems, but behind the problems, is there a lack of process and system? If not, then check if execution is lacking. Finally, how to implement it in system tools? Today we focus on this.
高级研究员 海游The Dividend of 'Lethal Big Wusu' Fades, Chongqing Brewery Hits Growth Bottleneck
Like the foam in beer, the secondary market seems to have overly high expectations for Chongqing Brewery's story. The previous one was the hepatitis B vaccine, and this time it's the 'premiumization transformation'. In the first half of 2022, the company's gross margin declined and its market value halved, as the growth of its high-end products, especially the Wusu brand, slowed down.
李平Luzhou Laojiao Cannot Break Through the Three Walls It Built
The baijiu industry is polarizing, with overall revenue and profit growth slowing for listed companies in the first half of the year, while top players like Luzhou Laojiao face challenges in both high-end and low-end markets. Despite efforts to return to the top three, Luzhou Laojiao's market position has slipped to fifth, hindered by brand aging and strategic missteps.
徐云流The Era of Making Money by Price Differences Is Over
A distributor recently lamented that no product category is profitable anymore, with sales declining for two years and all side investments failing. Since 2018, many distributors have seen growth slow to single digits or stall entirely. The root cause is that the traditional model of earning product price differences is obsolete in today's oversupplied market. To survive, distributors must evolve toward digitalization, scale, omnichannel deep operations, and high efficiency.
赵波Qiaqia Food's 10-Billion Revenue Target Elusive, Company Trapped in Growth Dilemma
Qiaqia, which holds over 50% of the melon seed market, once sat atop the industry through its full supply chain operations. However, in recent years, melon seeds have seemingly become a growth bottleneck for the company. Chen Xianbao, the 36-year-old head of the Industrial Division of Anhui Provincial Department of Commerce, resigned to sell ice pops, a move widely dismissed as foolish. In 1995, he rented a shabby factory and launched a nunchaku-shaped ice pop, which was a hit but soon faced fierce competition.
金梅Thinking About Digital Transformation? Consider These Questions First!
Based on several projects involving brand owners' digital transformation, this article shares insights on key issues such as whether to optimize organization or processes first, bridging IT and operational language gaps, adopting an iterative approach to transformation design, and the need for top management to embrace criticism and self-challenge.
高级研究员 海游Reflections on the Want Want Incident: How Can Old Brands Stay Relevant?
How can old brands stay relevant? This is a question that Want Want, and many others, must consider. Want Want, a 60-year-old Taiwanese enterprise, recently topped Weibo's hot search, sparking a wave of 'wild consumption' that boosted its sales. However, such emotional buying is fleeting; the brand's deep history is what truly resonates with consumers, and converting this surge into lasting brand equity is the real challenge.
孙美娜How a Traditional Distributor Achieved Break-Even in Six Months with B2B?
A distributor who grew annual sales from over 100 million RMB in 2013 to 300 million last year shares her experience building a B2B platform. By preparing thoroughly, launching in four months, and operating for about six months, she achieved break-even with online sales accounting for 10% of total revenue.
任文青AndyROI Over 4.0! How Did This Marketing Strategy, Validated by Yili, Achieve Great Success?
In the past, brands could succeed simply by advertising and distributing products, even if they were far from consumers, achieving sales of hundreds of millions or even tens of billions. However, advertising marketing has entered a period of stock, and the era of buying traffic with money is over. According to the National Bureau of Statistics, the growth rate of total retail sales of consumer goods from 2019 to 2021 was only 3.9%, significantly lower than the 6.8% annual growth rate of the previous three years (2016-2018); offline retail growth almost stagnated, with a growth rate of only 1% from 2019 to 2021. This also means...
任文青AndySix Key Points for Winning with Bare Bottle Liquor!
Jiang Xiaobai, Lao Cunzhang, and Jiang Xiaobai are three brands; what commonality in their brand operations would you identify? I believe the commonality is solid offline channel cultivation, manifested in high market share, strong terminal scene atmosphere, standardized market promotion actions, strong channel control, and strong team execution. Generally, a brand's terminal market performance reveals the skill of its brand operator and the enterprise's market operation and control capabilities; a glimpse reveals the whole, and market performance is a projection of operations. Bare bottle...
朱朝阳How Manufacturers and Distributors Can Jointly Build Digital Marketing Synergy?
An experienced beverage distributor, facing declining sales and rising costs, receives a visit from a manufacturer's sales director who identifies specific market issues and proposes digital solutions. They agree to collaborate on a pilot project to leverage digital tools and third-party platforms to enhance marketing synergy and competitiveness.
邢仁宝How to Upgrade the Digital Capabilities of the Deep Distribution System?
Most companies' deep distribution systems face low visit rates, low per-capita output, high costs, management difficulties, aging teams, and serious talent attrition. Upgrading through digitalization can improve efficiency, reduce costs, standardize operations, leverage big data, automate transactions, expand contact surfaces, and extend transaction depth, but must address organizational rigidity, interest entrenchment, and lack of planning.
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