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How to Do Marketing in 2022? Look at Several Marketing Development Trends from 2021-2022
Reviewing 2021, many new marketing tactics emerged, such as the new concept of 'metaverse' and 'private domain traffic'. This article sorts out several marketing focuses, key words, and marketing development trends in 2021 for reference by brand owners and distributors in the upstream and downstream of the industry.
New Distribution20,000 Words, 108 Reflections: My Third Year of Entrepreneurship on Marketing, Management, and Life
2021 was my third year of entrepreneurship and the hardest year of my life. I went through the bottleneck period of a founder and transitioned into a new role as a mother. Throughout this process, I constantly explored two things: 1. What is happening in the world, and what can I bring to it; 2. How do I see myself, and what kind of person do I want to become. I have always believed that my relationship with myself is inseparable from my relationship with the world. In this exploration, many systematic thoughts have been organized into articles, but many fragmented reflections remain, like seeds waiting to sprout.
刀姐dorisPrize at the End | In the Post-Traffic Era, Companies That Understand Survival Do This
In today's era, growth remains an eternal topic for enterprises. However, when it comes to growth, many people inevitably fall into the pursuit of traffic through new user acquisition, fission, and private domain operations. But it should be warned that sustained growth is not about traffic-side tricks, but the ability of enterprises to create value. Value creation is thinking about where the buyer's utility comes from. Labor or capital does not naturally create value; only when the results of labor and capital achieve the buyer's utility do we consider it valuable. In the structure of 'value creation + value delivery', we firmly believe that value creation is the 1, and value delivery is the 0 behind it. The more sufficient value creation is, the easier value delivery becomes. Traffic is one part of value delivery. When doing growth, the first thing to think about is what unique value you have created, not how to find cheap traffic. Value creation is a difficult but correct thing, and it is the underlying logic of long-term sustained growth. Traffic capability is important, but traffic can only play a greater role under the premise of value creation.
李云龙、曾楠The Truth About Chinese Yogurt
Following the publication of Shangyin Society's article "The Chinese Yogurt War," extensive reader discussions revealed that the yogurt industry holds many hidden truths unknown to ordinary consumers. Through interviews with over a dozen industry insiders, this article explores why milk sources are a critical bottleneck for dairy companies, why bacterial strains are considered the "chip" of the yogurt industry, and how foreign capital has quietly penetrated China's dairy supply chain.
商隐社Covering Over a Thousand Stores with Annual Sales Exceeding 100 Million: How Did This Traditional Snack Food Distributor Become a Regional Benchmark?
Recently, I visited Lao Wang (pseudonym), a snack food distributor in Hubei who covers over a thousand stores with annual sales exceeding 100 million yuan. When asked if distributors will always exist, he believes the market may not need distributors, but it needs intermediaries—whether as delivery agents or operators. His strategy is to focus on the present and solidify his base, as his business is still growing.
周群From "Traffic First" to "Experience First": Five Strategies to Crack the Growth Puzzle
Before diving into the topic, let's share a few consumption scenarios of young people that the older generation might deem "nice to have, but unnecessary": At Shanghai Joy City, groups of six or seven sit together, role-playing characters full of love, hate, and intrigue based on their scripts, spending 3-5 hours completing a murder mystery推理 game. Their sole goal is to become "Conan the Detective." Meanwhile, at Universal Beijing Resort, young people queue up to interact with the "chatterbox Megatron," even when mocked as "foolish humans," they revel in it, willingly becoming Megatron's fans...
西兰卡普Everyone Is Marching into the 'Metaverse'? Can This New Concept Bring New Growth to FMCG?
The 'metaverse' concept is spreading rapidly across industries. This article explores what the metaverse is, why it has become a trend, and whether it can drive new consumption growth in the FMCG sector, citing examples like Baidu's Xirang and Wanglaoji's digital collectibles.
田静In 2022, How to Determine if Your Business Has an Opportunity to Transition Online?
A question that concerns business owners who want to transition online or are already doing so: how to determine if your business has an opportunity to transition online? Why transition online? First, the product side has changed. Products are divided into physical and virtual types. Let's think about a question: Are we short of products now? Yes, we are not short of products at all. The level of material satisfaction has far exceeded our actual needs. Imagine as an ordinary consumer, the products you see in offline physical stores are highly homogenized; what your store has, others have too; what your platform offers, other platforms will soon offer as well. Product competition is unprecedentedly intense.
刘芳After Reading Yuanqi Forest's Tang Binsen's 74 Thoughts, It Turns Out He's Hiding Much More
Tang Binsen is a heroic entrepreneur. After selling his self-made gaming company, he expanded into multiple fields, continuously summarizing and self-correcting along the way. He has read extensively, studied biographies of entrepreneurs who built billion-dollar companies, and is well-versed in theories from Buffett, Ren Zhengfei, and Lei Jun. He sums up these experiences as, "Happy companies are all alike; each unhappy company is unhappy in its own way."
笔记侠Budweiser APAC's Net Profit Surges 84.8%: Is Its Premium Positioning Worry-Free?
From IPO setbacks to internal pressure, Budweiser APAC's recent journey has been dramatic. Despite internal and external challenges, the company staged a strong comeback with its premium positioning. According to its 2021 financial report, Budweiser APAC (01786.HK) achieved revenue of $6.788 billion, up 14.9% year-on-year, and net profit of $980 million, up 84.8%. The announcement showed that premium and above-premium products saw double-digit growth across all major markets, driven by positive packaging and brand mix.
尹凯In the New Retail Era, How Should FMCG Companies Transform Their Marketing Strategies?
At the Alibaba Cloud Computing Conference in October 2016, Jack Ma first proposed the concept of 'New Retail.' But what exactly is New Retail? Many people think of emerging sales channels like e-commerce, community group buying, and livestream selling, but it is far more than that. For example, when you browse or view something on a mobile web page, other platforms push related information to you—this is 'big data' and 'cloud computing,' which can precisely grasp consumer information and needs, and accurately push products to consumers.
史顺海Budweiser APAC Releases 2021 Annual Report! Net Profit Surges 84.8%
On the morning of February 24, beer giant Budweiser APAC (01876.HK) released an annual report showing strong growth. The company achieved revenue of $6.788 billion in 2021, up 14.9% year-on-year, and profit of $980 million, up 84.8% year-on-year. In 2021, the company's product sales volume increased by 8.3%, with particularly good performance in China and South Korea. Under the company's premiumization strategy, revenue per hectoliter of beer increased by 6.1% across major markets. In the Chinese market, with the implementation of a premiumization strategy across the entire product portfolio...
靖绥FMCG Enterprise KA Model Selection: Direct Supply or Indirect Supply?
As offline foot traffic declines, it's crucial for FMCG companies to maintain their offline channels through professional management. This article discusses the differences between direct and indirect supply models for key accounts, arguing that direct supply is the trend due to digital transformation, but a hybrid model will be common.
曹扬China Resources Strategic Investment in Golden Seed Group, Plans 49% Stake, Officially Enters Baijiu Market
On February 16, 2022, Golden Seed Wine announced that its controlling shareholder, Anhui Golden Seed Group, would transfer 49% of its equity to China Resources Strategic Investment, a wholly-owned subsidiary of China Resources (Group), via a non-public agreement. This move marks China Resources' official entry into the baijiu market, aiming to leverage its resources to revitalize Golden Seed Wine amid its ongoing losses.
天景FMCG Going Global: How to Build an International Version of Nongfu Spring in Nigeria?
The intense competition in China's FMCG market is an indisputable fact. When the pie stops growing and brand growth mainly comes from competitors' decline, involution becomes a one-way street. However, Chinese FMCG companies have other paths. By looking globally, we can find more and better development opportunities. Today, New Distribution introduces a representative Chinese enterprise—CWAY Group in Nigeria, a Chinese-invested FMCG company that has grown its base not in the domestic market but in Nigeria, the most populous country in Africa.
陈思廷Channel First! Make a City Plan with a Handle!
After the Spring Festival, many city managers find their annual plans have already failed. This article argues that the best time to make an annual plan is after the holiday, and that plans should be channel-centric, with detailed rolling plans and follow-up actions to ensure execution.
许翔Can Jinmailang Complete the 'Elephant Turn'?
As the instant food war intensifies, does Jinmailang still have a trump card? At the start of 2022, Jinmailang has been active, launching a new brand, Lamian Fan, and securing 600 million RMB in Series A funding from Jiahua Capital on January 28. These moves suggest that this 28-year-old company is undergoing the pains and disruptions of an 'elephant turn'.
锦舟Who Should Fight the Battle of Channel Digitalization?
Based on my observations, apart from e-commerce, digitalization in enterprises is currently led by several departments: e-commerce, IT, marketing, and dedicated channel digitalization teams. These departments connect with users through methods such as platform traffic diversion, product QR codes, company 2C platforms, and social fission. However, these approaches are mostly F2C models with limited user scale and low activity, placing them on the periphery rather than the main battlefield. The main battlefield is channel digitalization, which requires the traditional channel team to take the lead, supported by a dual-track system and a focus on model innovation.
刘春雄Mondelēz International Reports 2021 Annual Results: Full-Year Net Revenue of $28.72 Billion, Up 8% Year-Over-Year
On January 28, 2022, at 5:00 AM Beijing time, Mondelēz International, Inc. (NASDAQ: MDLZ) announced its fourth-quarter and full-year 2021 financial results. Full-year net revenue was $28.72 billion, up 8.0% year-over-year, with organic net revenue growth of 5.2%, driven by favorable currency and foreign exchange factors and several acquisitions.
FBIFNational Major Provinces and Cities 2022 Spring Festival Sales Data Released
Golden Week consumption is often seen as a barometer of China's economy. Despite sporadic COVID-19 outbreaks before the holiday, this year's epidemic prevention measures were relatively mild, supporting travel and consumption. During the seven-day Spring Festival holiday, an estimated 130 million passenger trips were made nationwide, up 31.7% year-on-year. Domestic tourism revenue reached 289.198 billion yuan, down 3.9% year-on-year, recovering to 56.3% of the 2019 level. Catering and entertainment consumption also showed growth, with Meituan takeout orders for New Year's Eve dinner up 143.25% year-on-year, and box office revenue reaching 6.026 billion yuan, the second highest for Spring Festival in Chinese film history.
联商网编辑部Key Factors Influencing Consumers' In-Store Purchases
As offline foot traffic continues to decline, it is crucial for companies to maintain their offline channels through meticulous management. This article, part of the Key Account (KA) Management series by New Distribution and former Coca-Cola China executive Cao Yang, explains how consumer behavior drives the practices of both retailers and manufacturers, and how understanding these factors can help attract consumers and drive sales.
曹扬American Giant Abandoned at Home, Revived in China: How to Break Through in a Stagnant Market?
In 2008, American media reported that China's Snow Beer had overtaken Budweiser to become the world's best-selling beer, surprising U.S. consumers unfamiliar with the brand. Budweiser, born in the U.S. and later acquired by Belgian company InBev, faced stagnation in its home market but found new life in China by repositioning itself as a premium brand through electronic music festivals, becoming a top-three seller in China.
刘逸敏How Can FMCG Brands Avoid Involution? Here's the Code to Crack It
In 2020, many companies began to build private domains because of channel involution. With rising customer acquisition costs and intense competition, brands are turning to private domains to directly connect with consumers, achieve precise communication, and enhance marketing efficiency. This article uses Telunsu's 'Mingshi Hui' as an example to illustrate how private domains can help brands shift from price-based to value-based marketing.
任文青Why Is Toly Bread No Longer Selling Well?
Toly Bread, once a leader in China's bread market, is facing declining sales and profits. The company's high-cost-performance strategy and efficient supply chain are being challenged by rising costs, increased competition, and regional expansion difficulties.
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