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Covering 1.5 Million Small Stores, 100+ Leading Brands, with Monthly Marketing Spend Flowing Through Over 100 Million—How Did He Do It?
Recently, New Distribution reported on industry cases of bC integration, where brands build their own systems to connect with retail stores and reach consumers. This raises the question: if every brand builds its own system, would small store owners be overwhelmed logging into dozens or even hundreds of systems daily? In a recent exchange with Zheng Yunfan, founder of Huihe Technology, he shared insights on their digital marketing platform connecting brands and traditional stores, covering 1.5 million small stores with over 100 leading brands and monthly transaction flows exceeding 100 million yuan.
任文青AndyThe Prepared Dishes Track: The Day Will Dawn, But Don't Disappear in the Middle of the Night
The prepared dishes track is hot, with many new players. How to avoid disappearing in the middle of the night is a question every entrepreneur must face. According to data from the Ministry of Commerce, sales of prepared dishes during the 2022 online New Year shopping festival grew 45.9% year-on-year, and the market is expected to exceed 3 trillion yuan by 2025.
东方40 Sentences I Most Want to Say to You at the Start of 2022
This article discusses the importance of a company's 'basic plate' (core market) and how to grow it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, B2B transformations, BC integration, and digitalization, emphasizing the need for companies to adapt to changes in communication, products, channels, and supply chains.
赵波40 Sentences I Most Want to Share with You at the Start of 2022
This article discusses the importance of a company's 'basic market' (基本盘) as its foundation for survival and growth, emphasizing the need to reinforce it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, the shift to omnichannel and digital marketing, the role of B2B for distributors, and the integration of BC (business-to-consumer) operations, concluding that digital transformation is essential but must be based on market changes and consumer needs.
赵波Kotler's Cao Hu and Zhao Bo in Dialogue: From a Marketing Perspective, How Will Channels Evolve in the Future?
This article is a transcript of a live-streamed dialogue between Dr. Cao Hu of Kotler Consulting Group and Zhao Bo, founder of New Distribution, on the topic of channel evolution in 2022, covering trends such as channel fragmentation, digitalization, and the shift toward omnichannel strategies.
科特勒增长实验室T+3: Midea's "Yijin Jing"
This article explores Midea's T+3 model, a customer-order-driven production system that transformed its value chain from push to pull, achieving significant operational improvements. It details the model's rationale, implementation, challenges, and success factors, emphasizing its role as a comprehensive business model innovation.
精亦诚刘欣China Resources Beer: Expected Annual Net Profit Increase of 110% to 124% Year-on-Year
On January 26, 2022, China Resources Beer (Holdings) Company Limited (hereinafter referred to as "China Resources Beer") issued a profit alert, expecting its profit attributable to shareholders for the year ended December 31, 2021, to be RMB 4.4 billion to RMB 4.7 billion, an increase of 110% to 124% compared to 2020. The announcement stated that the increase was partly due to an initial after-tax compensation gain of approximately RMB 1.3 billion from a relocation compensation agreement signed on January 22, 2021, for the transfer of a piece of land, and partly due to higher gross profit from increased average selling prices and lower administrative and other expenses, offset by higher selling and distribution expenses.
New DistributionRaw Material Prices Are Soaring: Should Product Prices Follow? And How?
During recent market visits, conversations with distributors, wholesalers, and retail outlets inevitably turned to the increasing difficulty of doing business, compounded by rising product prices. Three scenarios emerged: some brands haven't raised prices but are threatening to; some price increases failed due to consumer resistance and squeezed channel profits; and some succeeded without losing market share. This article discusses how brands should approach price increases, covering pre-increase preparation, execution, and post-increase monitoring.
高级研究员 海游2021 Year-End Summary: 21 Practical Solutions for Business Growth
This article, based on the author's experience with over 200 clients, categorizes them into four types: large head brands, large waist brands, medium head brands, and small emerging brands. It provides tailored growth solutions for each category, addressing challenges such as declining traffic dividends, brand inertia, and market expansion, with practical strategies like virtual IP, internal incubation, and category marketing.
曹升Douyin E-commerce: How to Create a Touching New Year Shopping Festival with 'Passion'
Why is the festive atmosphere of the Chinese New Year fading? The Spring Festival, a time for family reunion, is the most ritualistic occasion for every Chinese. Douyin E-commerce's 2022 New Year Shopping Festival used innovative activities and products to recreate the traditional New Year market online, evoking nostalgia and passion, and successfully engaging users.
文石2022 Stock Battle: How Should City Managers, the Frontline Commanders, Conquer Territory?
Since the outbreak of the pandemic in early 2020, the FMCG channel landscape has changed dramatically. While many discuss new channels like social e-commerce, O2O, and community group buying, few address how city managers should adapt. This article features an interview with Xu Xiang, author of a new book on omnichannel management for regional/city managers, who shares insights on navigating the 2022 stock market battle by mastering fundamentals and embracing continuous learning.
任文青AndyFrom a Billion-Yuan Track to Advertising Bans: How the Betel Nut Industry Can Innovate from the Consumer's Perspective
In September 2021, the National Radio and Television Administration issued a notice prohibiting the promotion and sale of betel nut and its products through radio, television, and online audiovisual programs. The Hunan Provincial Market Supervision Administration also clarified that starting from February 1, 2022, it would no longer grant food production licenses for betel nut, bringing uncertainty to the industry. However, we do not believe the betel nut industry will cease to develop; instead, it will usher in a historic opportunity for more orderly and healthy growth, as consumers need products that bring pleasure amid the accelerated pace of work and life, such as coffee...
袁来Decoding the Omnichannel Growth Model for Brands: A Comprehensive Analysis
This article, sourced from BrandLaoBai (ID:BrandLaoBai), decodes the omnichannel growth model for brands through four stages and sixteen modules, summarizing the capabilities required as '4-In-Power'. It details each stage, from strategic positioning to cultural dissemination, emphasizing the importance of insight, implantability, intelligence, and influence.
布兰德老白National Advertising Research Institute: Deconstructing Focus Media's Top 100 Cases to See the Four Growth Logics Behind the Rise of Chinese Brands
The 2021 Central Economic Work Conference held in December 2021 pointed out that China's economic development is currently facing three pressures: demand contraction, supply shocks, and weakening expectations. Reflected in the numbers, retail sales of consumer goods in November totaled 4,104.3 billion yuan, a year-on-year increase of 3.9%; after deducting price factors, the actual year-on-year growth was only 0.5%, close to zero growth, showing the weakening of actual consumer demand. Moreover, the two-year average growth rate of physical online shopping in November dropped sharply from 15.9% in October to 9.7%, the first time it fell to single-digit growth since data became available, indicating that e-commerce, which was previously seen as growing rapidly, is also starting to hit a ceiling.
国家广告研究院Dongpeng Special Drink: How to Leverage Digitalization to Engage 120 Million Consumers?
This case study examines Dongpeng Special Drink's digital strategy. Based on data, its WeChat mini-program consumer interaction platform has peak traffic of over 3.5 million, cumulative participants over 120 million, and over 4 billion scans. The article distills four key insights: private domain is essentially about relationships, terminals are driven by incentives, distributors need empowerment, and digitalization grows organically.
任文青AndyGrassroots Assessed on Execution, Executives on Performance? Three Methods and Two Principles for High-Performance Sales Compensation
FMCG companies have a group of 'diligent' sales team leaders who issue monthly sales targets at the start of each month and then track performance through countless conference calls. However, this so-called process management is actually just managing results, with meetings filled with empty talk. The article argues that sales teams should be assessed based on both process and results, with grassroots staff responsible for execution and executives for performance, and proposes three compensation structures and two principles for fairness and transparency.
高级研究员 海游Character Determines the Fate of Three Squirrels
Three Squirrels, the 'national snack' brand, has entered a period of adversity. In recent months, the brand has been hit by quality issues, a hamster found in a mail package, and advertising mishaps, affecting nearly all aspects of its operations. As growth stalls and reputation declines, the company seems to lack effective responses. This article revisits the company's internal books and the experiences of founder Zhang Liaoyuan to explore the root causes of these problems.
范建Baijia Food is about to go public! How is the instant food track growing behind the IPO?
Instant food has been one of the fastest-growing sub-sectors during the pandemic, with a wave of innovation and phenomenal products in health-oriented and premium directions. But as the pandemic fades, many new brands are being exposed when the market returns to normal. This article uses Baijia Food as a case study to explore the investment logic and underlying variables of the instant food track, covering category, channels, supply chain, and marketing.
苏荣菲Key Account (KA) Management System: A Comprehensive Guide
This article introduces the Key Account (KA) management system, covering its five modules and five key performance indicators (KPIs), and explains how it helps companies achieve profitable growth and improve management efficiency.
曹扬A Sanitary Pad Lifts a 40-Billion-Yuan Market! 30 Years of Great Changes in China's Sanitary Napkin Industry
The sanitary napkin industry in China has grown into a 40-billion-yuan market, serving 400 million women of menstruating age. This article analyzes the industry's scale, key players, and future investment opportunities, highlighting trends toward premium products and new categories like tampons.
新消费第一媒体The 'TOP1' Strategy for Distributors in 2022
As 2022 begins, distributors face a tough market where maintaining sales is already a challenge. This article argues that in the current zero-sum market, distributors must adopt a 'TOP1' strategy—striving to become the number one in a specific store, channel, or region—to gain bargaining power and access to resources. It advises starting with becoming the top supplier in individual stores, treating each store as a fortress to conquer.
袁来Six Walnuts: How to Make Disappearing Consumers 'Appear'?
FMCG manufacturers face two common problems when promoting products: low cooperation from terminal stores and losing touch with consumers. While low cooperation can be partially addressed through salesperson communication, the consumer disconnection issue is nearly unsolvable in traditional business models. Many FMCG companies are attempting to solve these problems through digitalization. We found that Six Walnuts' exploration in this area offers valuable insights. Below, we introduce their experience to you.
胡钶Reasons for the Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, a batch of new consumer brands in China have risen rapidly, attracting high attention. They are characterized by originating online, deeply cultivating e-commerce operations and social media, with rapid sales growth. However, as online traffic becomes increasingly expensive, many new consumer brands are re-evaluating offline channels. For these brands, achieving structural breakthroughs in offline channels amidst traditional channels dominated by giants is the core issue for their success. On December 23, New Distribution, in collaboration with Zhoupu Data, organized a salon for emerging brands...
赵波Traditional Distribution: How to Achieve 5,000 Monthly Transactions and 200 Million Annual Sales with 10 Field Promoters?
This case study explores how Xiaocan Frozen Food, a Guangzhou-based frozen food distributor, achieved 200 million RMB in annual sales within two years using only 10 field promoters. By leveraging WeChat mini-programs and enterprise WeChat, they digitized their entire sales process, enabling efficient customer acquisition and management without traditional sales representatives.
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