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3961 articles · Page 33 of 166
Rolling Three-Month Market Promotion Plan
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through professional management. This article introduces the rolling three-month promotion plan, covering the deep-seated problems behind low-price promotions, five characteristics of a good promotion plan, and six steps for account managers to quickly develop one.
曹扬Geoffrey CaoHow Do Excellent Teams Build Combat Effectiveness? Go Out and Bring In!
This topic is likely to resonate with many FMCG practitioners, especially those in large and medium-sized brand companies. I have personally experienced this: while accompanying a provincial general manager on a market visit (not at month-end), we had several meetings totaling nearly four hours in one day, plus dozens of phone calls, almost chaining us to our phones. I once had a similar experience: after daily market work, various online meetings would start at 8 PM and last until 10, 11, or even 12 PM, sometimes requiring attendance again at 7 AM the next morning. Occasional late meetings are fine, but over time they exhaust both mind and body. At that point, meetings are not about improving efficiency but about killing employee passion. Today, let's discuss some suggestions about meetings.
高级研究员 海游Leverage This Budget Management Tool to Double Your Sales Performance!
Budget management systems are not just about controlling budgets; they should focus on ensuring budget usage is reasonable and effective. A case study of a condiment company shows that even with 100% budget utilization, funds were disproportionately allocated to certain channels and activities, leading to issues like price breaches. The solution involves decomposing budgets into budget owner (BO) pools and implementing rules to prevent problems such as first-come-first-served, duplicate promotions, price undercutting, and unreasonable cost-effectiveness ratios.
王启彪In H2 2022, Holding the Fort and Pragmatic Management Are the Way to Win
Amid recurring COVID outbreaks and economic downturn, the article analyzes H1 2022 financial data showing a surge in household deposits and weak loans, reflecting stressed consumer confidence. It shares insights from industry leaders on navigating uncertainty, emphasizing the need to stabilize core business, adapt strategies, and for distributors to evolve their capabilities to survive intensifying market competition.
赵波From 3 Cases, See the Strategies and Paths of Digital 'Transformation' in FMCG Enterprises
This article discusses the strategies and paths for digital transformation in FMCG enterprises through three real cases: Dongpeng, Snow Beer, and Shahe Tequ. It emphasizes that digitalization should be viewed as a business model change rather than just a tool, and that successful transformation requires organizational capability and a gradual, incremental approach.
任文青AndySelling Over 10 Billion Packs a Year: How Weilong Leads the 100-Billion-Yuan Market
The national snack latiao, which has accompanied a generation's growth, has only about 20 years of history. In recent years, this emerging industry is undergoing qualitative changes, with leading producers like Weilong continuously upgrading in areas such as high-quality raw material selection, automated production processes, and healthier product formulations. Behind these seemingly simple steps lies the brand's meticulous pursuit of taste, flavor, and healthiness in its reassuring latiao products. In fact, the latiao industry, popular among young people, has vigorous market potential, with the market size reaching approximately 45.5 billion yuan in 2020...
New DistributionIn Today's Uncertain Times, How Does Anneng Smart Logistics Help Brands Build Omnichannel Competitiveness with Professionalism and Efficiency?
Amidst economic uncertainty at home and abroad, the traditional offline distribution system in the FMCG industry still accounts for the majority of sales but is declining, while emerging digital channels like e-commerce and live-streaming are growing. Omnichannel operations have become essential, but they bring smaller, more unpredictable orders and high acquisition and delivery costs. Anneng Smart Logistics' 'One Inventory' solution integrates b2b and b2c logistics to help brands reduce costs, improve efficiency, and build omnichannel competitiveness.
诺言2022 H1 Douyin Marketing Growth Review: H2 Content-Driven Growth Methodology
This article reviews the shift in e-commerce during 618, noting Tmall's decline and Douyin's rise, and introduces the FASD closed-loop growth model for Douyin. It details the 'Super Content System' with CAFE, SEVA, and AIMT methodologies for effective seeding and harvesting, using Dermalogica as a case study.
飞扬Top 10 Keywords in the FMCG Industry for the First Half of 2022
In the first half of 2022, the FMCG industry faced another round of pandemic challenges. This article reviews the top 10 keywords that defined the industry's efforts, changes, and trends, including prepared dishes, brand crossovers, the metaverse, Chinese-style nourishment, Douyin algorithms, digitalization, private domain traffic, community group buying, new consumption, and returning offline.
冯瑶MissFresh's Predicament: Xu Zheng's Fresh Produce Adventure
Xu Zheng, a model of success, led MissFresh to IPO but faced years of losses totaling nearly 10 billion yuan and a delisting warning. The company's stock price fell continuously, and its capital-intensive model struggled to achieve profitability.
王琳Combining "Product + Channel" Strategies: Is the Cereal Industry Still "Old Ginger Is Spicier"?
In the food sector, brand rejuvenation is a clear trend, and cereal is no exception. Having been in the Chinese market for years, cereal has shed its image of being single-flavored and troublesome to cook, becoming not just a "senior breakfast" with health benefits but also a top choice for "meal replacement" that is both delicious and healthy, a staple grain food in young people's homes. Relevant data shows that the domestic cereal market has a stable existing space and huge potential, attracting many new brands. Singapore's Viz Branz Group (hereinafter referred to as Viz Branz), whose GoldRoast cereal has stood firm in the Chinese market for 30 years, completed the formation of a new management team earlier this year, making further clear plans for the brand's future development, making an innovation imperative.
New DistributionOpportunities for Chinese Personal Care Companies: Insights from Wipro Group's Counter-Trend Growth
Since 2020, China's personal care industry has undergone significant changes, with rising raw material costs upstream and shifting consumer channels downstream due to the pandemic. The development opportunities for Chinese personal care companies can be gleaned from Wipro Group's counter-trend growth, particularly its core brand Bafei laundry detergent, which has seen market share grow for three consecutive years to become the second-largest in South China.
AsherSame-City Retail: A Battle Between Giants and Themselves
Amid the pandemic, same-city retail has surged as consumers demand faster delivery. Alibaba, JD, and Meituan are accelerating their layouts, with Pinduoduo also entering the fray, but the sector remains costly and challenging.
深响Returning to the Offline Fundamentals: What Are the Four Core Capabilities for Distributors?
Amid repeated pandemic outbreaks, economic downturn, weak markets, consumption downgrading, and rising raw material costs, distributors face uncertainty. The article argues that when the future is unclear, distributors should focus on their fundamentals—the things that cannot be changed, taken away, or lost—and outlines four core capabilities: sales basics, market basics, team leadership, and the distributor boss's learning ability.
高级研究员 海游How Can the FMCG Industry Reduce Costs and Increase Efficiency? See How the Top Students Answer
Finding growth is the eternal mission of every enterprise and marketer, but achieving it is often elusive. A clear trend is that domestic consumption growth has slowed in recent years, compounded by recurring pandemic outbreaks, making growth increasingly difficult. On June 15, New Distribution invited four guests—Liu Xinggang, CEO of Hsu Fu Chi International Group; Zeng Jian, Co-founder and Senior Vice President of Xinchao Media; Zhou Weiping, Founder and CEO of a1 Snack Research Institute; and Cheng Xiao, Head of New Retail at Qianwei Central Kitchen and General Manager of Qianwei Youxuan—to discuss the main battlefield for FMCG growth after the pandemic.
小新Why Junlebao's New Lezhen Formula Has Become the Undisputed Choice in the Market?
Recently, Junlebao's Lezhen brand underwent a comprehensive upgrade, leading the lactoferrin formula segment with a golden ratio of 100mg/100g lactoferrin. This marks another ultra-premium flagship product following Youcui Organic Formula. As China's demographic dividend fades with declining birth rates, the infant formula industry has entered a stage of stock market competition, where core competitiveness now hinges on brand, product diversification, mature user management, healthy growth targets, stable pricing, and full industry chain coordination.
AmyThe Accidental and Inevitable Rise of East Buy
East Buy's explosive growth from 1 million to 10 million followers in days is both accidental and inevitable. It stems from a series of chance events and the team's relentless effort, embodying the brand's resilience and value-driven approach.
金梅Channel Digitalization: How to Empower Marketing According to Local Conditions?
Channel intensive cultivation, or deep distribution, has been the most successful distribution model for FMCG in the Chinese market over the past two decades. Companies like Master Kong have used this model to directly cover and serve millions of retail terminals through thousands of sales offices, over ten thousand distributors, and tens of thousands of DSRs, supporting sales scale of tens of billions. This brings products closer to consumers and shortens the time to market. However, there are also many brands choosing a different model: instead of deploying large sales forces, they use fees and incentives to empower distributors to operate the market. This is called co-cultivation. Both models have pros and cons, and digitalization can help address their respective shortcomings, but it must be adapted to local conditions.
郑一鸣Will Community Group Buying Continue to Thrive After the Lockdown?
During Shanghai's static management, community group buying surged as 'Shanghai group leaders' met residents' daily needs, but its momentum waned as the pandemic eased. This article analyzes the current state of community group buying platforms, identifies two core issues—what to sell profitably and why consumers keep buying—and proposes strategies for differentiation and sustainable growth.
张立Finding the Password to 'Resilient Growth' in the New Normal of Uncertainty
In the new normal of uncertainty, companies must focus on details while keeping the big picture in mind, aiming to create long-term value. By cultivating organizational culture, capability systems, and resource systems, they can truly navigate cycles and build lasting competitiveness for resilient growth.
FoodailyDespite Recurring Pandemic, How to Efficiently Ignite the Campus Supermarket Channel?
During the pandemic, which terminal channel is the hardest for frontline sales teams to visit in person? The answer is the campus supermarket channel! Facing the recurring nationwide pandemic since the beginning of the year, campus closures have been implemented earliest, fastest, and most thoroughly. With students unable to leave campus (and in high-risk areas, even deliveries are restricted), the large student population has had to rely on campus supermarkets as their primary or even sole shopping channel. As a result, the campus supermarket channel has seen counter-trend growth, benefiting many manufacturers and distributors who had laid early groundwork.
许翔 Ryan XuCan We Just Lie Flat After the Pandemic?
The 2022 pandemic caught all FMCG professionals off guard, disrupting everyone's plans for the first half of the year. As the outbreak in Beijing and Shanghai began to subside at the end of May, people felt a glimmer of hope, but with less than a month left before the half-year mark, the article urges readers to stay active, learn, and adapt to the changing business landscape.
赵波Will 7-Eleven Be Defeated?
Japanese convenience stores are experiencing a 'disconnect' in China again. As competition intensifies and performance declines, the three giants 7-Eleven, Lawson, and FamilyMart have successively adjusted their executive teams. Can they find a way to break through? 24-hour convenience stores in the Chinese market seem to be moving from glory to confusion.
BT财经Decoding Content Growth Strategy from Douyin E-commerce Upgrade
Content growth is the only driving force to break through the 'impossible triangle of growth'. Following Douyin's recent upgrade to 'Omni-Interest E-commerce', this article analyzes the upgrade's implications and provides a four-part framework for brands to comprehensively plan content growth.
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