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Analyzing Six Walnut's Core Approach to Long-termism from the 'Time's Friend' New Year's Speech
On December 31, 2021, Luo Zhenyu delivered his 7th 'Time's Friend' New Year's speech as scheduled. This year's speech was special because the team learned just 90 hours before the event that the 12,000-seat venue could not have an audience. The contingency plan that followed was flawless: Luo and musician Feiyu carried the entire show alone. No audience was fine; what mattered was that Luo tried to interpret the theme of the 2021 New Year's speech: 'So that's how it can be done!' 'Time's Friend' has always emphasized persistence and the value created by time, but this year's content was different, focusing not on models and methods but on a shift in mindset: 'Will is important, but the bulldozer is more important.'
AmyThe Dawn of a New Era: Are You Ready for 2022?
As China enters a new era of development, the era of high-speed growth has ended, and a new era of quality and innovation begins. This article explores the challenges and opportunities of this transformation, and introduces the upcoming New Distribution New Year's Eve Live Broadcast, which will feature eight experts discussing what 2022 holds.
新经销团队The Dawn of a New Era: Are You Ready for 2022?
As China's rise and national rejuvenation reach a critical juncture, we face unprecedented opportunities and challenges, entering a new era marked by the end of high-speed growth. The upcoming 2022 is set to be a historic year, and the second New Distribution New Year's Eve Live Stream will explore the characteristics and opportunities of this new era with industry experts.
新经销团队Emerging Brands 'Take Up New Weapons' to Break into the Offline Market
In recent years, emerging brands have been rising rapidly, with capital support, evolving demand, and category innovation making new consumption a hot topic in the industry. For most emerging brands that started online, as the online traffic dividend fades and acquisition costs rise, while online category capacity hits its ceiling, they are compelled to consider going offline, as offline still accounts for over 70% of the FMCG market. But facing an offline market where they can't see consumers or stores clearly, how can they win this battle?
秦淮Understanding Their Needs and KPIs Better Than KA
As offline foot traffic declines, it's crucial to maintain and optimize offline channels through professional management. This article, part of a series by New Distribution with former Coca-Cola China executive Cao Yang, emphasizes that understanding customer KPIs is essential for effective KA management, moving beyond mere relationship-building to achieve mutual business goals.
曹扬The Law of True Fragrance: Why Hubang is Making Meat Chili Sauce
This article discusses how emerging brands can find blue oceans in red oceans and capture consumer mindshare, using Hubang's transformation as a case study. Hubang, a chili sauce brand, innovated with small packaging and delivery scenarios, and is now creating a new category of meat chili sauce to differentiate itself and avoid involution.
胡峤松BC Integration Case: How Yanghe Achieved 90%+ Store and 80%+ Consumer Scan Rates
FMCG companies have been exploring channel digitalization in recent years. What exactly is channel digitalization? What positive attempts have baijiu companies made in this regard? We found that Yanghe, a baijiu giant with annual sales exceeding 150,000 tons, has representative experience over the past few years. This article introduces Yanghe's exploration in this area. However, before presenting the case, we need to answer a question: What exactly is channel digitalization? Informatization only lets you know; digitalization directly gives you the ability to decide and act. Everyone talks about digitalization, but what exactly...
任文青How Can New Consumer Brands Cross the Mid-Scale Trap?
The article discusses the challenges faced by new consumer brands in China, particularly the 'mid-scale trap' where brands with annual sales of 5-10 billion yuan struggle with rising traffic costs, homogenization, and lack of innovation. It highlights successful cases like SKG, Milkground, and Huaxiangyuan, and introduces the 'Positioning Breakout Strategy System' by Hongdao Strategic Positioning Consulting as a solution to cross this trap.
进击波大商业组How to Break the Marketing Dilemma in a Fragmented Market?
For a company, nothing is more important than creating customers, but today companies face four major problems in this process: 1. Communication has shifted from mass to niche; 2. Products have shifted from single blockbusters to multiple products; 3. Channels have shifted from single to multi-channel; 4. Supply chains have shifted from low-cost to high-cost delivery. Behind this is the oversupply and insufficient demand caused by technological revolution, creating a two-way squeeze. Based on these changes, marketing must shift from memory-based to experience-based, and companies must rebuild their marketing systems around customer experience, encompassing cognition, transaction, delivery, and relationship.
赵波Dialogue with Chen Yaguang of Adopt a Cow: The More Advanced the Operator, the Further from Traffic
Chen Yaguang, co-founder of Adopt a Cow, discusses the brand's journey from 0 to 2 billion yuan in five years, emphasizing the need to strengthen brand building and offline channel penetration. He also shares insights on the end of traffic dividends, the importance of demand-side innovation, and the core role of organizational culture and efficiency in long-term success.
张雅坤Where Is the Growth Space for Manufacturers and Distributors in Regional Markets?
A few days ago, I discussed Facebook's rebranding to Meta with Max, the owner of Zhoupu. As an early Facebook employee, Max's perspective was intriguing—he didn't dwell on grand theories. He told me that Zuckerberg's move, from a business perspective, was all about 'growth.' Since Facebook is nearly monopolistic globally except in China, further growth at such a scale is extremely difficult. As a leading global tech company, it must consider...
赵波How Should Brands Cut Prices?
Several founders recently asked whether to cut prices. While price cuts seem like a simple way to boost sales, they often harm the brand and fail to generate profit. The real issue is not price but value: brands must demonstrate their value through content and positioning, not engage in price wars.
Keny伟Which Exhibition Consultant Is Best for the 2022 Chengdu Sugar and Wine Fair?
As 2021 draws to a close, the beverage industry has seen a surge in consumer investment and financing events, with new developments in tea drinks, sparkling water, sports drinks, and plant-based protein drinks. The arrival of the new beverage era poses a major challenge for beverage companies: how to innovate and develop in the future. Pin Yin Hui will continue to engage in intellectual exchanges with industry leaders to solve current problems and help companies find the most suitable growth path. The beverage industry is now seeking common ground while reserving differences, and young consumers have become a key target for companies.
品饮汇在线One Inventory: Helping FMCG Companies Make the Daring Leap in the Omnichannel Era
On December 10, 2021, the 2021 China Consumer Goods Supply Chain Innovation Forum, co-hosted by Anneng Zhilian, New Distribution, and LOGW, was held in Guangzhou. The forum focused on how companies can achieve omnichannel operations in an uncertain era, with Anneng's 'One Inventory' strategy highlighted as an effective solution for improving omnichannel delivery capabilities.
New DistributionFive Common Problems in Enterprise Digital Transformation
Digital transformation is not just a strategic choice for Chinese enterprises but a matter of survival. According to a survey, 43% of executives believe the pandemic accelerated their digitalization by 1-4 years, and 50% say it accelerated by 5-15 years. However, many companies mistakenly think that implementing a system or building complete IT infrastructure equates to digitalization, leading to common pitfalls.
刘少德How Can FMCG Brands Leverage Convenience Store BC Integrated Marketing?
Brand owner Lao Wang noticed declining sales of his products in convenience stores and lackluster results from a recent marketing campaign, while a competitor's product saw high store stocking enthusiasm and customer demand. This article explores the essence of the problem—how to fully penetrate the consumer market—and discusses the BC integrated marketing model for convenience stores, including its rationale, system construction, and implementation strategies.
刘芳FMCG Brands Deep-Diving into CVS Channels: Winning the Shelf, How to Stand Out Among Competitors?
Brand owner Lao Wang's products successfully entered the convenience store system, and after initial preparations and efforts, they finally reached normal sales status. One day, while inspecting the store, he suddenly discovered a similar product placed next to his own. Whether it was the brand name, packaging design, promotional price, or marketing activities, it was particularly attractive. Lao Wang felt that if he were an ordinary user, he might also be attracted. Lao Wang panicked, what should he do? Regarding this question, let's examine the essence of the problem. The root cause is: on the shelf, a battlefield without gunpowder, how can one win at the terminal through differentiated competition?
刘芳New Retail Bloodbath: Old Giants Fall
The retail industry undergoes a revolution with each generational shift, and China is currently experiencing its third retail revolution. This article analyzes the internal logic of these revolutions, predicting that community group buying and membership stores will emerge as winners, while supermarkets and e-commerce will evolve and coexist with new retail giants.
彭程柚子合伙人Regional Manager: Making 2022 Business Plans Is Not 'Copying Homework'
As December arrives, major FMCG brands have begun planning for the coming year. This article discusses how regional managers should review and plan their business. Many regional managers mistakenly treat business planning as a routine task or fail to create individual plans for each dealer. The article outlines common pitfalls and provides a detailed framework for conducting thorough business reviews and making effective plans.
王军Demand for 'Low-Sodium Water' Highlights, Evergrande Spring Occupies High Ground
Evergrande Spring's operating data shows that from January to August 2021, cumulative revenue surpassed the full year of 2020, with a year-on-year growth of 38%. Among its products, low-sodium water sales surged 84% year-on-year, increasing its share from 20% to 30% of total sales. This growth is attributed to consumer education campaigns and strategic positioning in the premium natural mineral water segment.
秦淮How Can New Consumer Brands Survive the Winter?
In August, the number of consumer investment projects began to decline, down 17% month-on-month from July, as institutions became more cautious. With traffic peaking and customer acquisition costs rising, the online environment is no longer fertile ground for new consumer brands that have grown wildly. Winter is coming, and more brands are becoming "traffic workers." For example, Perfect Diary once listed its core competitiveness in its prospectus as leveraging public-domain influencer content marketing to acquire users, then funneling them into WeChat private traffic pools, and using high-frequency community maintenance to boost repurchase rates. However, this traffic playbook has quickly become a required course in the FMCG industry, with tactics being copied rapidly and KOL and traffic prices soaring. High traffic costs mean that while influencers and platforms profit, brands lose money just to gain attention—a dilemma not unique to Perfect Diary.
New DistributionWithout Perfect Execution, How Can You Talk About Business Growth!
Recently, while visiting the market with a company's marketing team, I observed some common minor issues. After in-depth discussions with company personnel, it became clear that these issues stem from incomplete small closed loops in marketing processes. For a business model to operate smoothly, each node must form a closed loop; otherwise, overall operations suffer. Achieving sales and profit growth requires the stable operation of small closed loops within the larger operational model. Below, I illustrate with examples from my market visits.
高级研究员 海游How Was a Super Distributor Selling 18 Million Cases of Beer Annually Built?
In the world's most dynamic Chinese FMCG market, distributors are the most dynamic group. According to industrial and commercial statistics, there are over 700,000 FMCG distributors active today, but most are scattered, chaotic, and small. There are not many billion-yuan distributors, and super distributors with a scale of one billion yuan are even rarer. The ceiling for traditional distributors is obvious. On one hand, distributors' own capabilities are limited, with bottlenecks in market and team management; on the other hand, brand owners have long been dominated by flattening thinking. These are the limitations and obstacles to distributors growing bigger and stronger...
陈思廷A 10,000-Word Review: How Wang Xiaolu Became the No.1 Brand of Tiger-Skin Chicken Feet with Positioning Theory, Achieving Over 10x Annual Growth
Wang Xiaolu's founder, Wang Xiong, attributes the brand's rapid growth to the strategy of 'focusing on key matters with 10x resources' based on positioning theory. He emphasizes that the ultimate goal of branding is to achieve mental pre-sale, and shares insights on how to apply positioning theory correctly in the new consumer context.
王雄