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 41 of 166
Seven Years of Effort, Hubang Strategic Focus: Striving to Be the No.1 in the Meat Chili Sauce Category
China's spicy food lovers exceed 600 million, and the trend of spiciness is spreading nationwide, with chili consumption steadily rising. The chili sauce market is vast but has low entry barriers, leading to intense competition and low industry concentration. Hubang, after seven years of exploration, has launched a new strategic positioning as 'Hubang Meat Chili Sauce,' aiming to create a distinct category and become the leading brand in this segment.
高级研究员 海游The New Logic of Manufacturer-Dealer Win-Win: Insights from PepsiCo Foods' 'Ru Hu Tian E' Project
On October 15, the live case sharing of PepsiCo Foods' 'Ru Hu Tian E' dealer digital transformation project concluded successfully, with a record-breaking cumulative online attendance of 33,600. Launched in June 2020, the project aims to empower dealers to undergo digital transformation and upgrade in the new era. This case, co-created with New Distribution and outstanding dealer benchmark Shenzhen Yataixuan Industrial, showcases a 'digital omnichannel dealer' model. As the event concluded, it's evident that concepts like digital transformation, omnichannel operations, and full-channel layout are being increasingly practiced by dealers.
袁来In the Second Half of New Consumption, How Can Brands Escape Growth Anxiety?
In the first half of this year, the domestic consumer industry performed well overall, with both established companies and emerging brands showing strong results. However, with the resurgence of the epidemic in some regions, consumption is under pressure, and the second half may face greater challenges. The market is trending towards stock competition, with increasingly fierce price wars and rising traffic costs. How can brands achieve high growth in the new consumer brand track, maintain strategic focus, and unleash growth vitality? Recently, Bain & Company and Focus Media jointly held a forum on "The Path to Brand Growth in the New Development Pattern," where brand leaders discussed topics such as "Brand Growth Strategies and Marketing Tactics in the New Consumption Era," which may offer some insights to the industry.
New DistributionZhoupu Data Attends 105th Autumn Sugar Fair with FMCG Brand Accelerator Solutions to Help New Brands Achieve Sustained Growth
The 105th National Sugar and Wine Commodity Fair officially opened in Tianjin on October 19, 2021, and Zhoupu Data, a company dedicated to providing data intelligence services for the FMCG industry, participated again. With the "magic" of online traffic fading, the critical role of offline channels has become prominent. Once regarded as a core competitiveness by new consumer brands, the traffic playbook of millions of bloggers seeding and driving sales across online channels such as Xiaohongshu, Douyin, live-streaming rooms, and Bilibili is being continuously replicated. As more players enter and market competition intensifies, this once-effective traffic strategy has become increasingly mediocre and inefficient due to imitation by more brands.
New Distribution2022 Budget Guide: How Should Brands Review Their Gains and Losses This Year?
Projects without review lead to endless cycles of failure. This is a phrase I often tell my team, whether it's a small promotional event or a grand annual plan, review is a must. At the end of September, I participated in the review meeting of the National FMCG Conference organized by New Distribution. The team members spoke actively and did a commendable job, but there were also common issues found in all review meetings. Today, let's explore the underlying logic of work review.
高级研究员 海游From Guizhou Snow Beer: How a 70% Share Stronghold Market Decides the High-End Battle
Why study Guizhou Snow Beer? Without focusing on Snow Beer, it's impossible to understand China's beer market; without analyzing Guizhou Snow Beer, it's impossible to understand Snow Beer. Guizhou Snow Beer, a regional company with an outstanding track record, achieved over 70% market share by 2011 and has maintained absolute leadership. This article explores its unique strategies, including the 'high ground' terminal tactics and a digital marketing system that integrates B2B and B2C, which have driven its high-end products from 40,000 tons to 160,000 tons in three years.
陈思廷Research Report: Reviewing Community Group Buying Over the Past Year: How to Return to the Essence of Supply Chain Upgrades?
Community group buying is the intersection of community retail and fresh food e-commerce. From a product structure perspective, it currently focuses on the family kitchen; in the long term, shifting from 'traffic generation' to 'differentiation' is the cultivation process for users and a key strategy for platform product selection and profitability.
New DistributionHaitian Forced to Raise Prices by Macro Environment, How Can New Players in the Condiment Industry Survive?
The condiment market is becoming less profitable. On October 12, 2021, Haitian announced price increases of 3%-7% for some products, effective October 25. The price hike is attributed to rising costs and channel disruptions from community group buying, while new entrants face challenges in a competitive market.
FBIFBain & Company Global Expert Partner and Former Coca-Cola China Marketing VP Lu Xiuqiong: The New Discipline of FMCG
Lu Xiuqiong, Bain & Company Global Expert Partner and former Coca-Cola China Marketing VP, discusses how FMCG logic has shifted from winning market share to creating demand, driven by new consumer consciousness, changed decision paths, and transformed brand-consumer relationships. She outlines the need for channel transformation, integrating physical and digital stores, and redefining roles in logistics, customer relations, and information flow.
鲁秀琼Don't Turn Jinmailang's "Four-in-One" into a "Four-Like-Nothing"
China's vast market means no single company can reach every corner with its own organizational capabilities alone. The shift from employment to partnership models—namely regional contracting—is an inevitable trend for efficient, low-cost channel coverage in FMCG. Many companies are learning from Jinmailang's "Four-in-One" model, but most are half-paralyzed or have completely disappeared. Based on personal experience, this article discusses nine common pitfalls in implementing regional contracting.
高级研究员 海游The New Battle of Two Water-Selling Billionaires
Two Chinese billionaires who have achieved financial freedom are entering the private equity arena, reigniting their rivalry. Zong Qinghou, founder of Wahaha, and Zhong Shanshan, founder of Nongfu Spring, have both recently established private equity firms, marking a new chapter in their long-standing competition.
吕鑫燚Black Horse Mentor Jiang Nanchun: The Chinese Method for the Rise of Chinese Brands
The trend of Chinese brands rising has arrived. With the significant improvement of China's comprehensive national power, consumers no longer blindly trust foreign brands, and high-quality domestic brands are emerging. However, only a few brands can stand at the forefront, so it is urgent to summarize a methodology suitable for the rise of Chinese brands. To this end, the China Advertising Association and the Management Modernization Working Committee of the China Enterprise Confederation, together with Focus Media, held the 'National Brand Development Summit Forum' in Shanghai on September 25.
New DistributionCan JD Super's So-Called Strongest New Dividend Solve the Pain Points of Millions of Online Merchants?
With Double 11 approaching, JD Super has launched its so-called 'strongest ever' support and incentive measures for new merchants on its open platform, introducing a series of initiatives around cost, efficiency, growth, and experience. But will these measures be more than just a gimmick? Can they truly address the pain points of millions of online merchants? We have analyzed the relevant policies.
秦淮Distributor Boss: The Foundation of Intensive Channel Cultivation Must Be Built on the Input-Output Ratio
When it comes to intensive channel cultivation, every distributor knows it runs through their business, whether driven by their own needs or manufacturer requirements. However, few distributors seriously consider how to implement it to maximize sales and profit output. A county-level distributor in a county with a population of 1.3 million used 19 vehicles and 20 salespeople to serve 1,000 traditional small stores and 3 KA supermarkets, achieving annual sales of 50 million yuan, but complained about low profits at year-end, highlighting the need to base channel cultivation on the input-output ratio.
李锋Frequent Hits: Why Leyaoju Has Become a Leader in New Chinese Dim Sum
At the 14th China Frozen Food Thousand Merchants Conference held in Zhengzhou on October 9, emerging frozen rice and flour brand Leyaoju stood out. By creating hit products in the C-end market, such as the top-selling rice burger series online and the No.1 siu mai on Tmall during Double 11, and expanding from regional to national presence in the B-end market with over 100 chain restaurants and 3,000 star hotels as clients, Leyaoju has demonstrated how insight into consumer needs and product innovation can drive rapid growth.
New DistributionWeng Zhangxian of Uni-President China Digital Center: Digitalization Drives Enterprise Growth
Weng Zhangxian from Uni-President's Digital Center shares insights on digitalization as a means to drive growth, emphasizing the importance of digital tools and operations. He discusses Uni-President's digital transformation journey, including channel digitalization and consumer engagement, to achieve integrated growth.
翁章献Tao Shiquan of Jiangxiaobai: Ten Years of Seeking Truth, Creating What Does Not Exist
The essence of innovation is to create what does not exist on the basis of seeking truth and being pragmatic. After ten years of running Jiangxiaobai, Tao Shiquan shares his deep reflections on the challenges of growth, the importance of real user marketing, and the need to create genuine value through long-term thinking.
陶石泉Humiliation, Rebirth, and Rise: The Market Battle of Old-School Sodas
In 2018, a Beijing native living in the US for seven years encountered Beibingyang soda in a Seattle Chinese restaurant, evoking childhood memories. This article explores the history of Chinese soda brands, their decline due to Coca-Cola and Pepsi's dominance, and their recent attempts at revival through nostalgia, innovation, and market expansion.
刺猬公社编辑部What Impact Will the Opening of External Links by Tech Giants Have on the FMCG Industry?
On September 9, the Ministry of Industry and Information Technology (MIIT) convened a meeting with major internet companies including Alibaba, Tencent, ByteDance, Baidu, Huawei, Xiaomi, Momo, 360, and NetEase. The meeting required that all platforms must not block links from other websites, with a deadline of September 17 for implementation. This move is expected to reshape the internet landscape, with significant implications for the FMCG industry, including new opportunities for brand operators and potential shifts in advertising spending.
任文青 赵波2022 Budget Planning: How Should FMCG Companies Design Their Offline Channels?
Recently, I communicated with two companies with annual sales of around 2 billion yuan about channel coverage for the coming year, as they are about to start their 2022 budget planning. The channel coverage model has not been fully thought through; according to budget planning, the first version of the channel coverage budget must be ready by September, company-wide promotion and implementation plans for branch offices by October, and execution by November—time is tight and the task is heavy. Today, I will share the general framework of a channel coverage plan I just developed for a company, hoping the team can better understand and execute it.
高级研究员 海游Ulike Hair Removal Device CMO: How to Break Through Traffic Bottlenecks and Become the Industry Leader
Since entering the Chinese market in 2014, Ulike has achieved the top sales ranking in its category on Tmall for six consecutive years. During this year's 618 shopping festival, it became the only beauty and body care device brand to enter the top 5 of Tmall's beauty brand rankings, and during Double 11, its sales surpassed the combined total of the second to fifth place competitors in its category, covering over 2 million users. Benefiting from the booming medical aesthetics industry in recent years, the beauty device category has entered the fast lane. Ulike, riding the wave, must not only deliver excellent products to meet consumer needs but also face intense competition from numerous brands entering the market.
New DistributionFrom the Hubei Team: Why Snow Beer Keeps Winning
Behind the miracles of the Chinese market, Snow Beer's success is attributed to its focus on people, organizational restructuring, and effective tools. The Hubei marketing team, especially during the COVID-19 pandemic, demonstrated resilience and innovation, leading to significant market gains and setting a model for victory.
陈思廷How FMCG Manufacturers Play the Self-Built B2B Game
According to iResearch's 2020 China FMCG B2B Industry Research Report, brand owners' willingness to cooperate with third-party FMCG B2B platforms has slowed significantly after rapid growth, due to insufficient data acquisition and frequent price chaos. As a result, many leading brands are building their own B2B platforms to maintain control over their channels and market.
助力客户成功的Big FMCG Doesn't Believe in Private Traffic! How to Reconstruct Distributor Relationships in the Omnichannel Era?
This article discusses why private traffic (private domain traffic) is not suitable for the fast-moving consumer goods (FMCG) industry, which relies heavily on traditional distribution channels. It argues that FMCG companies should focus on omnichannel digital transformation and reconstruct their relationships with distributors to thrive in the digital age.
梅BOSS