TOPIC ARCHIVE
Management & Methods articles
管理/团队/方法论
Browse 3961 New Distribution articles about Management & Methods.
Published articles
3961 articles · Page 40 of 166
In Uncertain Times, How Can the 'One Inventory' Model Help FMCG Companies Seize Certain Growth?
The biggest question in uncertain times is where growth will come from. A decade ago, most brand managers would have felt fortunate, as following classic marketing theory could build brands and sustain growth. However, with the internet transforming everything, the world has shifted from the industrial age to the information age, and many certainties have vanished. This article explores how FMCG companies can achieve certain growth through omnichannel operations, specifically highlighting the 'One Inventory' model by Annto as a solution.
New DistributionHow FMCG Brands Can Run Valuable and Effective Marketing Campaigns in CVS Channels
After a product passes its trial period, a brand manager invests in a marketing campaign in convenience stores, only to see poor results. This article addresses the common problem of ineffective marketing in convenience store channels and provides a 12-point framework for designing campaigns that truly engage consumers, emphasizing user-centric thinking over channel-centric thinking.
刘芳7 Harsh Truths About the Consumer Goods Industry
This article, originally published by HBG Brand Growth Research Institute, sparked heated discussions among peers, investors, and founders. It objectively examines the consumer goods industry, addressing whether it is a good track, the challenges of building brands, the reality of growth, and the role of capital, urging a return to fundamental logic and continuous correction.
麦青MandyThe Era of Goat Milk Formula Breakthrough: How Can Distributors Achieve Synergistic Growth in B&C?
Recently, the State Administration for Market Regulation issued new regulations for infant goat milk formula, stipulating that products using bovine whey powder (commonly known as 'mixed goat' or 'half goat' milk powder) can no longer be labeled as 'goat milk powder'. This has prompted many 'half goat' companies to consider transitioning to 'full goat' or exploring other niche categories. The new regulations accelerate the standardization and upgrade of the goat milk powder market, benefiting brands focused on pure goat milk protein formulas.
AmyHow to Implement BC Integration?
BC integration is essentially bC integration, where 'b' refers to small retailers. It is the soul of channel digitalization, involving technical binding, single-store communities as the smallest operational unit, mutual leverage between b and C, and a shift in channel logic. The key is to reassess the value of the retail end and implement bC integration through technical tools like BC dual codes and BC mini-programs.
刘春雄 刘馨忆New Brands Going Offline: It's a Street Fight!
As new consumer brands face a turning point, many are moving offline, but the offline market operates on a different logic. This article shares insights from two industry veterans on how to succeed offline, emphasizing the importance of regional dominance, unified sales teams, practical tactics, and strategic pricing.
袁来Leading Soft Drinks but "Lukewarm": How Should the 45 Billion Energy Drink Market Story Be Told?
Undoubtedly, energy drinks will become the next industry hotspot. But where is the next "Red Bull"? On November 1, Coca-Cola announced it had acquired full ownership of sports drink maker BodyArmor. This follows Coca-Cola's 2018 acquisition of 15% of BodyArmor at a discount. The $5.6 billion cash deal for the remaining shares may aim to strengthen competition with PepsiCo in the sports drink sector.
FoodailyWhere to Start with Channel Digitalization?
Many business owners ask me, 'Teacher Zhu, is it too early for our company to start digital transformation?' I express my view in three sentences: digital transformation must be early, must be difficult, and must be done. There is much discussion about digitalization from various angles and positions. Here, I mainly stand from the perspective of brand owners, discussing how enterprises can achieve digitalization through channels. The main problems faced by traditional channels are profit distribution and sell-through at all levels. Simply put, someone is willing to sell, and someone is willing to buy. One is the physical space grab for shelf space, and the other is the occupation of mind space.
朱朝阳Growth Stalled? It's Because You Don't Understand Scenario Development
Many brands, when facing growth stagnation, instinctively expand product categories. However, this approach often disperses marketing resources and creates a bloated product line. The key to breaking through the growth ceiling is to shift from category-based thinking to scenario-based thinking, which focuses on meeting the different needs of the same consumers through various scenarios.
梁将军Offline Foot Traffic Down 30%, Is KA Still Worth Heavy Investment?
As offline foot traffic continues to decline, is the importance of offline channels for FMCG brands diminishing? What problems have brand owners faced in KA (Key Account) management? What can leading FMCG companies' KA management teach the industry? Facing uncertainty, what is the real significance of doing KA management well? With these questions, New Distribution interviewed marketing expert Mr. Cao Yang to gain his insights.
任文青What Problems Should FMCG Enterprises Solve with Digitalization?
How to resolve price conflicts between new and old channels? How to meet consumers' omnichannel shopping needs? How to manage the operations of numerous emerging channels? How to reach and operate consumers at scale and low cost? How to ensure transparent allocation of non-quantified expenses? How to achieve one-stop omnichannel delivery? How to leverage technology to break through management communication, process systems, and marketing? These are the specific problems every enterprise manager faces daily, essentially stemming from the fact that the current organizational, management, and marketing models lag behind market changes and fail to adapt.
赵波How China Can Build World-Class New Consumer Groups: A Deep Dive into Zihaiguo's Business Model
This article explores how Chinese FMCG companies can build world-class consumer brands, using Zihaiguo as a case study. It argues that brands are born from category differentiation and scene evolution, managed through a multi-brand system, and sustained by cultural expression and emotional connection.
空手How Xinwang Baidi Effectively Transforms to Private Domain?
Digital transformation is the future trend, and it's even more urgent for traditional enterprises. Xinwang Dairy, a subsidiary of Xinwang Group, is a city-based low-temperature dairy company. Recently, we had an in-depth discussion with Anhui Xinwang Baidi Dairy, a subsidiary of Xinwang Dairy, and found they have many insights, especially in the private domain.
刘润Have You Figured Out How to Run Your 2021 Dealer Conference?
Why do we keep having meetings? Meetings are the most common and troublesome aspect of modern enterprises. Every modern person is trapped in a sea of meetings, attending numerous ones annually, monthly, or even weekly. The only differences are who organizes them and whether you speak. We must reflect on why we meet and why so often. First, for any organization, meetings are undoubtedly necessary. Historical events often tie to important meetings, proving their necessity and significance.
陈思廷What Is the First Step in Enterprise Digital Transformation?
At the China FMCG Conference held by New Distribution in September, we concluded that the first step in digital transformation for FMCG companies is not studying digital patterns or making decisions based on numbers, but ensuring authentic data collection. Without authenticity, having data is more dangerous than having none. If the team doesn't love the terminal system, pause the digital transformation.
高级研究员 海游Behind the Counter-Trend Growth: Why Mengniu Bets on This 'Wild Goose'
As competition intensifies in the dairy industry, the deep integration of digitalization with the entire dairy supply chain has become a major trend. Since the pandemic, under the pressure of insufficient market demand, Mengniu's pure milk, fresh milk, and other businesses have achieved counter-trend growth, with sales volume increasing by double digits and retail cheese performance growing by over 130%. This is inseparable from its complete offline distributor channel network and its exploration of digitalization. Recently, Mengniu Group fully integrated with MYbank's digital supply chain finance 'Wild Goose System', which has raised the financing approval rate for Mengniu's downstream distributors to 80%.
New Distribution2022 Annual Planning: Less Empty Talk, More Focus, Practicality, and Detailed Work Items
As the year draws to a close, many FMCG manufacturers and distributors are once again contemplating their strategies for the coming year. Faced with increasingly complex internal and external environments, the biggest concern for every sales manager is how to 'view, handle, and execute' effectively, and how to formulate marketing strategies that truly align with brand development and market realities. Drawing on recent experiences in corporate strategy discussions, the author shares a methodology that may offer some inspiration. Common pitfalls in strategy formulation include: 1. Content too vague, applicable everywhere...
邢仁宝A Guide for FMCG Brands to Avoid Pitfalls in CVS Channel Cooperation
A brand owner, Lao Wang, failed in his attempt to sell a product through a convenience store chain, highlighting common mistakes brands make when cooperating with CVS channels. This article analyzes the pitfalls from seven aspects—fees, trial sales, distribution, organization, management, execution, and data—to help brands understand channel characteristics and improve cooperation.
刘芳Nothing New Under the Sun: The Success of Golden Signboards Relies on These 6 Old Routines
The 2021 Golden Signboard list by CBN reveals 19 brands that passed the 3-year test, including Bilibili, CHANEL, Philips, Bright Dairy, Holiland, Hema Fresh, Keep, McDonald's, Nongfu Spring, SF Express, Tmall Global, Honor of Kings, NetEase Cloud Music, WeChat, SISYPHE, Xiaomi, IKEA, Uniqlo, and Yunnan Baiyao. The article explores the common success paths behind these brands, emphasizing market opportunity selection, strategic planning, and organizational support.
洪志西David Wei: In the Next 10 Years, China Will Give Birth to at Least 100 New Consumer Companies Worth 100 Billion Yuan!
As the new consumption track heats up, the saying goes: 'Every brand is worth redoing in the future.' According to Harvest Capital, in the next decade, China will see at least 100 consumer companies with a market value exceeding 100 billion yuan. Harvest Capital has invested in unicorns like Anker Innovations, Pop Mart, Guoquan Shihui, and Shanghai Auntie, and in 2020 alone, it saw seven consumer IPOs, five of which surpassed 100 billion yuan in market value.
混沌学园Multiple Measures to Build a New Community Retail Ecosystem: Jingxi 11.11 'More Than Just Savings'
Since the beginning of this year, China has successively formulated and issued the 'Guidelines for Building a 15-Minute Convenient Living Circle in Cities', aiming to construct multi-format community business districts within a 15-minute walk for residents, meeting both basic and quality consumption needs. The concept of the 'urban 15-minute convenient living circle' is significant for developing diverse community commerce, enriching shopping scenarios, and enhancing consumer experience. As JD.com's lifestyle consumption mall, Jingxi has implemented a series of measures ahead of 11.11, upgrading supply chain capabilities and integrating long and short chain business layouts to activate the 'capillaries' of the economic microcirculation, building a community commerce and lifestyle that covers all scenarios, integrates multiple channels, and meets various timeliness needs, bringing consumers quality goods at low prices and a worry-free shopping experience.
刘少德Learning Management from the General Manager: How to Enjoy Making Budgets with Your Team?
Budget season is here, and many find it daunting. The general manager shares his approach to making budgets enjoyable and effective by deeply involving the team, encouraging honest communication, and rewarding overachievement, turning a stressful task into a collaborative success.
曹扬Wellness 2.0: How Health Supplement Brands Can Win Consumers
As health awareness and living standards rise, wellness practices have evolved from the 'punk-style' of soaking goji berries in a thermos to the 'pocket-style' of portable, light meals. Health supplement products are now more convenient and integrated into daily life, promising vast growth for the industry, further boosted by policies like the 'Healthy China Action (2019-2030).'
腾讯广告Traffic Costs Triple, Shift to Offline, All-in on Douyin... How Can Brands Grow New Vitality?
Brand involution is the keyword for the consumer industry in the second half of the year. This means it's no longer possible to quickly charge ahead based on external dividends; deeper strategic trade-offs and refined operations become crucial. But whether it's repositioning, KOL combinations, judgments on traffic platforms, or the emphasis on online vs. offline, every step forward for a brand will face many unknown challenges and choices. Where should brands go next, and how can they grow their own vitality without relying on capital?
陈逸