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Growth Methodology Amid the Pandemic: New Concepts, New Organization, New Opportunities, New Tactics
On May 10, New Distribution hosted the first episode of its live series 'Growth in the Fight Against the Epidemic,' focusing on how FMCG manufacturers and distributors can achieve counter-trend growth during the pandemic. This article is based on the remarks of teacher Liu Chunxiong during the live broadcast, edited and approved by the author. Since the outbreak, the impact on marketing has been both positive and negative, but a systematic approach—new concepts, new organization, new opportunities, and new tactics—can help companies achieve unexpected growth.
刘春雄Growing Amid the Pandemic: Why Do They Achieve Market Victory?
Recognize reality, abandon illusions, and prepare for battle. As the COVID-19 pandemic enters its third year of recurrence, the article discusses how FMCG companies can maintain strategic focus and find growth methods during the pandemic, emphasizing the need to adapt to the 'new normal' and focus on key tasks to win market victories.
陈思廷Ten Suggestions for FMCG Manufacturers Amid the Lingering Pandemic
The recent COVID-19 outbreak in Shanghai has deeply affected the nation, with daily confirmed cases in the thousands and asymptomatic cases in the tens of thousands, prompting many regions to adopt full or partial lockdowns. Logistics disruptions, consumer restrictions, and declining purchasing power are impacting all industries. GDP growth in Q1 2022 is expected to remain below 5% due to the pandemic and geopolitical tensions, and this article offers ten practical suggestions for FMCG manufacturers to navigate these challenges.
高级研究员 海游Instant Retail Helps Brands Achieve 'Quality' Business Growth
During the May Day holiday, which is second only to Spring Festival and National Day in importance, coupled with sporadic COVID-19 outbreaks, the instant retail sector experienced explosive growth once again. Meituan Flash Purchase stood out by collaborating with numerous leading brands on cross-industry marketing, elevating holiday promotions to new heights. Although this year's data hasn't been released, based on past campaigns like 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is inevitable.
秦淮High-Quality JBP (Joint Business Plan)
This article discusses the importance of high-quality Joint Business Plans (JBP) in key account management, emphasizing that JBP is built on a solid foundation of basic management modules. It outlines five stages of team capability development and provides strategies for improving team professionalism and overcoming challenges in implementing JBP.
曹扬Geoffrey CaoSharkfit x Chinese Character Art: Multi-dimensional Upgrade Strategy Builds Brand Core Moat
Founded in 2017, Sharkfit is the pioneer of healthy ready-to-eat chicken breast and the top-selling brand online. Through a comprehensive brand upgrade with Chinese Character Art, it aims to strengthen its brand identity, IP, packaging, and content systems to build a core competitive advantage.
字绘CNThree Squirrels: Walking a Difficult but Right Path
Three Squirrels has long faced growth challenges. In 2021, it achieved revenue of 9.77 billion yuan and net profit of 411 million yuan, up 36.43% year-on-year. However, in Q1 2022, revenue fell 15.85% to 3.089 billion yuan, and net profit dropped sharply. The company has announced a strategic transformation from e-commerce to omni-channel and from single brand to multi-brand, focusing on offline distribution and closing underperforming stores.
田静A Major Test for Same-City Retail Amid the Pandemic
The pandemic acts as a crucible for traditional retailers and e-commerce platforms, testing their supply chain capabilities. On April 24, Beijing saw a panic-buying spree, prompting the government to emphasize the role of key supply guarantee enterprises like Meituan, which leveraged its same-city delivery and retail layout to ensure supply.
十里City Managers in First-Tier Cities Need 'Epidemic-Fighting' Readiness Now
The most beautiful April days should be a time of growth and vitality, but the nationwide COVID-19 outbreak has disrupted the daily work and business rhythm of many city managers. From Xi'an to Jilin, Xiamen to Nanchang, Shenzhen to Guangzhou, Quanzhou to Suzhou, and the most severely affected economic center, Shanghai, still under lockdown... Official information shows that the Omicron variant spreads and reproduces seventy times faster than the original strain, leading to rapid transmission, especially with a surge in asymptomatic cases...
许翔 Ryan XuThe Battle of Pre-made Dishes: How to Fight This War?
Since its inception, pre-made dishes have been controversial, with mixed reviews, and even many industry insiders are pessimistic. The controversy largely stems from the fact that pre-made dishes serve not only B-end but also C-end consumers. In China, there are already about 20,000 pre-made dish companies, but the market is highly fragmented, with average annual sales of around 15 million yuan per company, totaling a market size of 300 billion yuan. Before last year, these companies mainly sold semi-finished dishes to institutional clients such as restaurants, companies, schools, and government agencies.
田静Born in Adversity, How to Survive the Pandemic? The FMCG Industry Must Re-examine Efficiency!
Amid domestic COVID-19 resurgences and international geopolitical conflicts, China's Q1 2022 GDP growth may fall below 5%, with March macro data declining. As consumer spending weakens, FMCG manufacturers face sales and profit pressures, especially in Q2. The industry must re-evaluate operational efficiency, focusing on retail and channel efficiency to survive and thrive.
高级研究员 海游The 'Hermès of Yogurt' Has Fallen from Grace
Classy Kiss, known as the 'Hermès of yogurt,' sells its products at prices significantly higher than competitors—twice the price of similar products from Mengniu and Yili, and even more expensive than Jane's. However, it was found to have yeast levels 60 times above the standard, leading consumers to exclaim that the brand has 'collapsed.' Recently, the issue of Classy Kiss yogurt exceeding yeast limits by 60 times has sparked heated discussion. The exposure came from a notice by the Shanghai Municipal Market Supervision Administration, which found that the 'One Hour After Meal' product under Classy Kiss was unqualified, with yeast content detected at 60 times the standard. The administration has required relevant district market supervision bureaus to investigate and handle the unqualified food and its producers/operators in a timely manner, and to record the situation in the food safety credit files of the food producers/operators.
AI财经社New Channel Variable: Unit Organizations Becoming the New Channel Hub
During the recent pandemic, group buying leaders (tuánzhǎng) became essential for daily life in Shanghai, sparking renewed interest in unit organizations—a new type of organization in the internet era. These small but influential entities, such as livestreaming influencers and community group buying leaders, are emerging as new channel hubs, reshaping distribution through their relational, influential, and connective power.
刘春雄Frequent Occurrence of Large-Age Inventory: How to Resolve This "Brand Red Flag"?
With the recurring pandemic, the issue of large-age inventory has become one of the more prominent problems for manufacturers and distributors. How to effectively avoid the generation of large-age inventory and minimize losses across the supply chain? Based on past experience, the author offers suggestions and digital application cases to inspire manufacturers and distributors. At its core, large-age inventory arises when the quantity of goods purchased exceeds the speed of sales, leading to slow-moving stock—a dynamic process. Causes include inaccurate distribution, overstocking, channel disruptions due to unexpected events, and poor customer inventory management. Solutions require both preventive measures and post-event handling.
邢仁宝Junlebao's Long-termism Reflected in the Counter-trend Growth of Jianchun
The two eternal questions for any enterprise are survival and development. When survival becomes a habit, development is easily overlooked; in fact, development is the long-term cause of an enterprise. How to measure the long-term value of an enterprise? Mainly by how well the brand represents a category, especially when consumers have needs and can evoke brand resonance through typical memory points. Yogurt is a major category representing healthy food today. When it comes to yogurt, who do you think of first? At the end of the first quarter of this year, Junlebao Dairy Group delivered a report card: in the first quarter of 2022, sales of Jianchun yogurt increased by 113.8% year-on-year.
田静How to Beat Coca-Cola?
In recent years, many new soda brands have emerged with various concepts like sugar-free, fruity, juice, national trend, aesthetics, and retro soda, but most are not selling well due to too many pseudo-concepts and insufficient understanding of market and channel pain points. Making soda in China is tough because of the formidable competitor Coca-Cola, which has millions of outlets, tens of thousands of distributors, and sales reps. Their business model, authorized bottling plus the 101 distribution system, is highly successful. However, even giants have weaknesses, and small brands can find opportunities in neglected demands and channels.
赵波Start Building Your Private Domain: The Four-Force Growth Model
This article discusses the T+ Brand Private Domain Value List released by Tencent Smart Retail and the Four-Force Growth Model behind it. The model emphasizes that to succeed in private domain operations, businesses must focus on four forces: organizational strength, product strength, product capability, and operational strength.
刘润Analysis | How FMCG Manufacturers Should Pay Post-90s to Attract and Retain Talent
Indeed, having worked in the FMCG industry for 15 years, I consider myself quite knowledgeable about its development. I've led sales teams of thousands, and I've found that few brand owners provide career planning for frontline sales staff (even if they do, it's vague, more like painting a pie in the sky or an HR show), and few brand owners have precisely defined frontline sales staff: are they peddlers or marketing talents? For post-90s entering the FMCG industry, their first job is likely to be a grassroots operator. If this definition is unclear, the talent pipeline essential for future development is at risk.
高级研究员 海游Struggling Fresh Food E-commerce: How to Survive?
Amid repeated COVID-19 outbreaks in spring 2022, fresh food e-commerce platforms have seen a surge in demand, with 'epidemic prevention meal packages' and pre-made dishes becoming key strategies. Despite this, the industry faces severe losses and high operational costs, prompting platforms like Dingdong Maicai and Miss Fresh to explore new models such as B2B channels and offline expansion.
努力抢菜的What Makes a Good Joint Business Plan (JBP)?
This article explains what constitutes a professional and high-quality Joint Business Plan (JBP) between retailers and manufacturers. It outlines the key components of a JBP, emphasizes the importance of true collaboration and professional capabilities, and provides practical standards and examples to guide effective implementation.
曹扬Geoffrey CaoFrequent Hits: Deconstructing a1 Snack Research Institute's Marketing Methodology
In March 2022, a1 Snack Research Institute held its '2022 New Product Strategy Launch Conference', releasing this year's bakery new products and introducing the meat product line 'a1 Love Meat'. At the same time, a1 partnered with spokesperson Yang Yang to attract consumers through interactive marketing, and formed a strategic cooperation with Xinchao Media to leverage community elevator media nationwide for strong brand exposure. As an FMCG brand established less than six years ago (founded in 2016), achieving such high visibility is rare. Of course, it's not just visibility; in the market, they have also produced frequent hits...
秦淮Master Kong's Counter-Trend Growth: Aerospace Empowerment Opens a New Landscape
In April, China's aerospace sector will once again trend online. From 1 day to 6 months, and from 1 person to 3, China has repeatedly broken records for space stays, with Shenzhou-13 now in its return countdown. On March 24, CCTV reported that the three astronauts had begun return preparations, with the return mission scheduled for mid-April. This mission, the longest crewed flight in China's history, marks a new milestone in building a space power. As a five-year partner of China's aerospace program, Master Kong has leveraged this strategy to drive growth and fulfill its corporate responsibility.
田静Returning Offline: What Is the Channel Lever?
The marketing lever has evolved from wholesalers to retail stores to platform traffic, and now, in the bC integration era, the lever is the 'single-store community.' This article explains why the smallest channel unit is crucial for effective marketing and how to replicate it for success.
刘春雄From Frontline Salesman to Founder of a Trading Company: How Did He Achieve Over 100 Million in Sales in Just Seven Years?
“Business is tough, hard to do,” this is the current situation of some distributors seen during market research in Henan and Hebei provinces in the past two weeks. Indeed, the industry has changed significantly in recent years, with new business formats, models, and products emerging one after another. “Online intrusion, offline involution” has led to shrinking business year after year. Undeniably, the difficulty in doing business is partly due to market changes, but more so because the right direction has not been found in the face of change. We have seen some distributors actively trying to explore transformation in such an environment, and they have achieved good results...
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