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Commercial Nuclear War: Three Ways to Press the Nuclear Button
This article discusses the concept of 'nuclear weapons' in commercial warfare, using case studies of Genki Forest, Ele.me, Miaokeland, and Guazi to illustrate three strategies for pressing the 'nuclear button': the strong using it to seal a category, the weak using it to secure survival, and the strong using it to maintain dominance. It emphasizes the importance of timing, strategic judgment, and brand building in executing such high-stakes marketing moves.
胡喆Jingxi and Suqian Government in Jiangsu Reach Strategic Cooperation to Jointly Build Jingxi Farm and Online Vegetable Basket
On September 6, the JD Jingxi Suqian Project Matchmaking Meeting and the city's fifth E-commerce Lecture were successfully held in Suyu District, Suqian. At the meeting, Jingxi, JD's life consumption mall, signed a strategic cooperation agreement with the Suqian Municipal Commerce Bureau and the Suyu District Government. The two parties will leverage Jingxi's core capabilities in supply chain, technology, and marketing, focus on the Suqian industrial belt, and jointly create key projects such as the "Jingxi Farm Demonstration Base" and "Online Vegetable Basket" to benefit farmers and boost production, and serve the people, rapidly expanding new sales channels for Suqian's agricultural and fresh products, promoting the brand building and development of regional specialty agricultural products, and helping Suqian's agricultural products sell nationwide, comprehensively supporting rural revitalization.
New DistributionHow to Make KOLs Sell for You: A Comprehensive Guide
This article explains what KOLs are and how brands can leverage them for marketing. It covers the purposes of KOL marketing, how to select and manage KOLs, and various marketing strategies across different platforms.
胡钶100,000 Group Leaders and 1,000+ Livestreamers in One Matchmaking Event: See You in Shanghai on September 23!
In 2021, FMCG industry players face unprecedented challenges as traditional channels decline. The article highlights the rise of community group buying and livestream e-commerce as key growth areas, and announces that the 4th China FMCG Conference will provide a platform for brands and distributors to connect with 60+ community group buying platforms (representing 100,000 group leaders) and top livestreamers from Douyin and Kuaishou.
陈思廷In-depth | How Tiansi Group's Red Bull Vitamin Flavored Drink Embeds the 'True Bull' Spirit in Consumers' Hearts
In an era where attention is fragmented by the internet, major sports events serve as an effective marketing scenario to gather consumer attention, with the Olympics being the most watched and hottest. This year's Tokyo Olympics, postponed by a year due to the pandemic, presented both opportunities and challenges for athletes. Tiansi Group's Red Bull Vitamin Flavored Drink seized this opportunity, leveraging precise marketing moves and sports sponsorships to enhance brand affinity and promote its 'True Bull' spirit.
New DistributionDali Foods H1: Revenue 11.287 billion yuan, net profit 2 billion yuan, with Meibeichen, Doudoudou, and Lehu driving growth!
On the evening of August 27, Dali Foods Group, owner of brands such as Daliyuan, Doudoudou, Lehu, and Heqizheng, announced that in the first half of 2021, the company achieved revenue of 11.287 billion yuan, a year-on-year increase of 11.1%, and net profit of 2 billion yuan, up 7.3%, setting a record high for the half-year period. The three strategic brands—short-shelf-life bread brand Meibeichen, soy-based brand Doudoudou, and functional beverage brand Lehu—were the main growth drivers, with growth rates of 52.4%, 21.5%, and 15.1%, respectively.
New DistributionFrom Chengxin Youxuan to Shihui Tuan: The Strategic Move of "Regional Adjustment"
This article analyzes the recent regional adjustments by community group buying platforms like Chengxin Youxuan and Shihui Tuan, arguing that these are strategic moves rather than signs of industry decline. It emphasizes the importance of having a base market and distinguishes between capital-backed platforms and the broader community group buying sector.
李保林With COVID-19 Flaring Up Again, How Should FMCG Manufacturers Navigate This Year's Mid-Autumn Festival?
As the Mid-Autumn Festival approaches, the resurgence of COVID-19 poses challenges for FMCG manufacturers. The author advises adapting to pandemic-era operations, emphasizing a positive outlook on outbreak control, and recommending strategies like demand-driven production, integrated online-offline channels, and a focus on home consumption trends.
高级研究员 海游In-depth | Using Zhejiang as a Sample to Examine Snow Beer's Path to Premiumization
On August 18, China Resources Beer (00291.HK) announced its interim results for the six months ended June 30, 2021. In the first half of the year, sales revenue reached RMB 19.634 billion, up 12.8% year-on-year; sales volume was approximately 6.337 million kiloliters, up 4.9% year-on-year; net profit was RMB 4.291 billion, up 106.4% year-on-year. Notably, in the premium segment, the premium strategy has been effective, with sales of sub-premium and above beer exceeding 1 million kiloliters, a significant increase of 50.9% year-on-year, indicating a structural upgrade.
陈思廷Key Capabilities Needed to Become a Major Distributor
This article discusses the key capabilities required for a distributor to grow from tens of millions to over 100 million in sales, based on interviews with regional major distributors. It highlights strategic, operational, and organizational abilities as common traits among successful large distributors.
周群 道农From "If You Are the One" to Livestream Selling: How to Refine Product Selling Points?
This article discusses how to identify and refine product selling points, emphasizing that selling points should address consumer pain points rather than being self-proclaimed. It provides examples and strategies for differentiation and amplification of selling points.
高级研究员 海游The Small Boss Contracting Model: High Risk?
The contracting system, originating from Xiaogang Village in 1978, has been applied in agriculture with great success. However, when adopted by FMCG distributors, it faces challenges such as market overextension, loss of control, and misaligned incentives, making it a risky model that requires careful consideration.
周群 道农How Can Brands Break Through the Growth Barrier Amid Marketing Involution?
In the new consumption era, with improved supply chains and evolving marketing technologies, 'involution' has become an industry norm that no brand can escape. To a certain extent, involution represents homogeneous, low-level competition focused on tactical maneuvers, losing sight of more essential and macro-level competitive thinking. Under involution, brands face rising marketing costs, and the cost advantages of scale cannot offset the risks of overcapacity, a common problem in the new consumption industry. At the same time, brands also face concerns about brand independence.
海容'Abolishing the elder, installing the younger' comes to an end: Shuanghui's Wan Long resigns as CEO
The power struggle within the billion-dollar Shuanghui empire has concluded with the 'abolition of the elder in favor of the younger'. Wan Long has stepped down as CEO of WH Group, with Guo Lijun succeeding him, while his second son Wan Hongwei has been appointed as vice chairman, leaving his eldest son Wan Hongjian completely sidelined.
New DistributionBeidian Collapses: How to View This Defeat in Social E-commerce?
Following the capital chain ruptures of Taojiji and Tongcheng Life, suppliers are again holding up banners to demand payment! As a quasi-unicorn in the social e-commerce sector, this e-commerce platform, once valued at 10 billion yuan, has met such an end! Recently, reliable sources say the headquarters of Beibei Group is empty, and its subsidiary Beidian owes merchants over 60 million yuan, leading to blocked doors and debt collection. Currently, more than 600 merchants are owed money, with total arrears exceeding 60 million yuan, and the longest delay has been over 200 days.
新经销何年"9 Li" Ignites a New Era of Retail Digitalization
In recent years, digitalization has become deeply ingrained in the minds of FMCG and retail professionals. While most digital transformation efforts focus on e-commerce data and user behavior analysis, the 'place' element should not be overlooked. According to iiMedia, the FMCG market reached 4.5 trillion yuan in 2020, with 3.6 trillion from physical channels. Image recognition technology, particularly Baidu's EasyDL retail version, is breaking cost and implementation barriers, reducing recognition costs to an unprecedented 9 li (0.009 yuan) per image, and enabling retailers to convert in-store images into valuable data assets.
New DistributionLessons from Conversations with Over 100 Outstanding Distributors: 10 Management Insights
Over the past two to three years, New Distribution has visited over a hundred outstanding distributors across the country, discussing their business strategies and how they resist risks, achieve growth, and expand despite rapid market changes. This article summarizes 10 management lessons distilled from these visits, offering practical insights for distributors to break through in a changing environment.
袁来3%, 5%, 10%: The 'Three Stages' of FMCG Manufacturers' O2O Development
Recently, New Distribution hosted the '2021 First FMCG O2O Seminar', where brand owners, platforms, and operators discussed O2O topics. If O2O was once an uncertain trend, it is now a certain future. In the past year, accelerated by the pandemic, O2O has seen rapid growth, with major brands entering the field. From initial confusion, many brand owners now have clear organizational structures and strategies, making O2O a key part of their plans.
周群How Brands Become Unforgettable: Master One Core Principle
This article discusses the importance of a clear brand core in maintaining consistency and making a lasting impression on consumers. It introduces the 'necklace principle' and emphasizes the need for specific positioning, using examples like Southwest Airlines, Heytea, Nayuki, and Bananain to illustrate how a well-defined brand core guides all marketing and operational decisions.
Keny伟Decoding Feihe Infant Formula: What's the Growth Strategy Behind a 15 Billion Yuan Revenue Increase in 4 Years?
This article analyzes the growth strategy of Feihe, a Chinese infant formula brand that rose from a 4% market share to 17.2% in six years, surpassing foreign competitors. It explores Feihe's high-end product positioning, focus on lower-tier cities, marketing tactics, offline promotion, and DTC model exploration.
邹小困As the Food Track Continues to Subdivide, How to Create the Next Super Brand?
This article discusses how food and beverage brands can stand out in an increasingly subdivided market by creating new categories and establishing strong consumer perceptions, drawing on insights from positioning theory and examples like Genki Forest and Xiaoguan Tea.
FBIFCommunity Group Buying Enters Deep Water, Traditional Market Ecology Shifts
A field visit to Zhenjiang reveals how community group buying platforms are aggressively recruiting store owners as group leaders through 'street-sweeping' campaigns, reshaping the traditional FMCG distribution landscape. Dealers face declining offline sales, while some adapt by diversifying brands, channels, and embracing e-commerce.
高级研究员 海游Low-Alcohol Drinks on the Rise: How to Win Over Young Consumers?
Driven by new drinking demands such as 'self-pleasing,' 'health,' and 'drinking for a sense of life aspiration,' low-alcohol drinks, marketed as trendy, palatable, and 'tipsy,' have become increasingly popular among young people. More DTC brands are accelerating their presence in this sector to seize growth opportunities. However, due to low entry barriers, lack of clear industry standards for production and research, and weak brand education, the market currently faces high product homogeneity and insufficient consumer loyalty. To establish a firm foothold in this new blue ocean, low-alcohol brands must build a comprehensive marketing system integrating brand, product, and channels, deepen exploration of new scenarios, enhance awareness among new consumer groups, and accumulate competitive advantages.
腾讯广告Former Jia Duo Bao South China Market Head and Former Alibaba Supermarket Ecosystem Business Head: The Offline Dilemma of New Consumer Brands
This article discusses the offline challenges faced by new consumer brands, drawing on insights from Hu Hao, a former executive at Jia Duo Bao and Alibaba. It highlights common misconceptions, the importance of founder involvement, and key strategies for successful offline expansion.
袁来