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Don't Let Community Group Buying Become the 'Scapegoat' for Declining Sales
Community group buying has been a hot topic this year, naturally becoming the biggest 'scapegoat' for declining sales among some FMCG marketers. After visiting several distributors and brand managers, I found many blaming community group buying for weak sales in April and May. However, I argue that they should first self-examine their own operations, then analyze the industry and market, rather than shifting blame.
高级研究员 海游Distributing Brands like Qiaqia, Xizhilang, and Dori, Achieving Annual Sales Over 100 Million in a Third-Tier City: What Innovations Did She Make?
In the face of a challenging market, distributor Kunshan Qianjing Commerce has maintained growth by focusing on internal management refinement and exploring new offline channels. Through strategic brand reduction, team performance reforms, and the development of a group-buying business, the company achieved annual sales exceeding 100 million yuan in a county-level city.
周群Demographic and Channel Dividends Are 'Quantitative Changes'; Digital Marketing in the New Era Will Usher in 'Qualitative Changes'
Every era truly defined as a 'new era' by the public must undergo 'disputes over authenticity', 'consensus in thinking', and 'transformation practice', and the digital era is no exception. At the start of each new era, there are those who explore its essence, deserving respect and praise, as they help enterprises avoid detours, strengthen managers' resolve, and inspire brands to innovate boldly. The digital era has arrived, but many enterprises face numerous challenges in decision-making.
New DistributionWhy “Interesting and Informative” Is Not as Good as “Useful and Effective”?
In an era of rising new consumption, many believe brand communication should be “interesting and informative,” as exemplified by Douyin's “interest e-commerce” and Bilibili's “informative” UGC content. However, the author argues that this logic is flawed, and that “useful and effective” repetition, as seen in elevator ads, is more powerful in building brands, based on the first principles of brand communication and Kahneman's dual-system theory.
胡喆001Promotion in Practice: Don't Waste Money, Don't Misuse People, and Create Growth in Store Promotions!
Recently, I've been dealing with in-store promotions. Since our promotional activities are mostly managed by distributors, results vary, activities become mere formalities, and plans are simple and crude. Money is spent, but few things are accomplished. Today, let's sort out how to design a promotional activity. Essentially, promotional activities follow a fixed pattern, just like the eight steps of daily visits by route salespeople. First, let's look at the purpose of promotions: under any conditions of socialized mass production and commodity economy, on one hand, brand owners cannot fully know what products consumers need, where, when, and at what price they are willing to accept.
高级研究员 海游How Should Distributors Sell Online Influencer Brands Offline?
Distributors may have noticed that while online influencer brands are emerging rapidly, few major brands have launched successful new products offline in recent years. This article discusses why distributors should consider selling influencer brands, how to find and select them, and strategies for selling them offline while addressing potential challenges.
赵波Promotion in Practice: Can Store Promoters Be Franchised?
This year we became the national general agent for several Unilever products. As our distribution network expands into various retail outlets, the biggest challenge is improving promoter efficiency. After consulting with distributors of milk, daily chemicals, and ham, I've gained insights. Many companies rely heavily on in-store sales; for example, the well-known brand ZJ generates over 50% of its mushroom sauce sales in stores. In terms of staffing, many distributors have promoter teams several times larger than their marketing teams.
高级研究员 海游Leaderless and Strategically Confused: How Did Alibaba Retail Link Fare in 2020?
The merger of B2B and community group buying will create a conflict between pursuing growth and preserving existing business. In March this year, Alibaba internally announced the integration of Retail Link's community group buying business and Hema Market to form the MMC business group, focusing on community group buying. Dai Shan, Alibaba partner and president of the B2B business group, was appointed as the head, stating that investment in community group buying would have no upper limit. Previously, multiple industry media reported that Alibaba aimed to expand to 22 provinces by July 1 and surpass Pinduoduo and Meituan in order volume to become the industry leader.
鲸落Niulanshan 'Kuishenghao·Zunxi' Makes a Stunning Debut, Opening a New Chapter in the 'Thousand-Yuan Era' of Erguotou!
This is not just a new product launch, but a breakthrough move by Niulanshan to find new momentum for high-quality development in the post-ten-billion era, and a milestone action for the Erguotou category to break into the thousand-yuan high-end market. On May 31, the 'Beijing Flavor Fine Wine New Heights - Niulanshan Kuishenghao New Product Launch' was held at the China World Hotel in Beijing, with the Kuishenghao Zunxi new product priced above one thousand yuan, marking the birth of a new benchmark for the value of the Erguotou category. Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan, renowned performing artist Wang Gang, well-known cultural scholar Liu Yida, and liquor marketing expert Chai Jun attended the event.
New DistributionThe Maker of Hit Products: 600+ Sales Assistants, Over a Dozen Non-Tier-1 Condiment Brands, Annual Sales Exceeding 300 Million RMB - How Did He Do It?
High costs, thin profits, and long payment cycles are why many distributors flee modern trade channels. Yet some distributors thrive there, quickly turning lesser-known brands into top sellers in key accounts (KA). At New Distribution's April conference, we met Qiu Xiaomin, chairman of Shanghai Rongjin Industrial Co., Ltd., who has built a 600-strong sales assistant team, operates over 100 SKUs across more than a dozen brands, and generates annual sales exceeding 300 million RMB in East China's modern trade channels.
周群Every Enterprise Needs a Chief Digital Officer (CDO)
【Digital Practice Driving Business Growth: First Lesson】 is a comprehensive digital training for CDOs, CIOs, digital directors, digital offices, and digital teams: 1. It will propose a comprehensive digital blueprint for enterprises (big picture, medium picture, small picture); 2. Organize study tours to observe digital super benchmarks; 3. Share three digital benchmark cases; 4. Interpret six digital system modules; 5. Provide a digital implementation practice workshop. This summer! Let us light the way for you, see the direction of digitalization, and guide you hand-in-hand to draw your enterprise's digital map!
刘春雄Light Meals and Salt Reduction Become New Trends, Lee Kum Kee Makes a Strong Breakthrough with New Low-Salt Product!
With the growing trend of salt reduction, Lee Kum Kee has launched a new premium low-salt soy sauce, 'Extra Grade Low-Salt First Extract', which reduces salt by 30% while maintaining flavor, and is set to release low-salt oyster sauce soon, reinforcing its leadership in the low-salt segment.
New DistributionDigital Transformation: Maybe It's Not a Good Idea for the Boss to Drive It?
Click 'Read Original' or scan the QR code in the image to register. As digitalization becomes a recognized key part of future business, digital transformation is something almost every company is doing. In this process, a widely accepted view has emerged: digital transformation is a 'top leader' project. However, if this is simply interpreted as having the boss initiate and drive the transformation, that's a misunderstanding. Recently, a service provider CEO told New Distribution in an interview that among the many FMCG companies they serve, they observed a phenomenon: the difficulty of implementation shows a clear polarization.
陈峰Deep Distribution Has Peaked: How to Solve the 'Someone Buys' Problem Next?
China's past marketing was driven by brands and channels, solving the 2C problem of 'someone buys' and the 2B problem of 'someone sells' respectively. However, deep distribution has hit its ceiling, and the logic of 'if someone sells, someone will buy' is failing. The new approach is BC integrated operations, using 2C as a lever to solve 2B problems, with core elements of BC association and dual private domain operations.
刘春雄重磅｜华润雪花再出手，或将拿下区域龙头景芝酒业！
Recently, the largest shareholder of Shandong Jingzhi Distillery Co., Ltd. (hereinafter referred to as "Jingzhi Distillery"), Anqiu Zhongren Xingjiu Trading Partnership (Limited Partnership), pledged 53 million shares to China Resources Snow Breweries (China) Co., Ltd. (hereinafter referred to as "China Resources Snow"), registered on May 17. Industry insiders generally believe that China Resources Snow's acquisition of the 53 million pledged shares is a "solid proof" of its impending acquisition of Jingzhi Distillery. The final outcome may be discerned from related events.
New DistributionThe Transformation of a Second-Generation Distributor: From Taking Over in Adversity to Building His Own Brand, How Did He Break Through and Rise?
When it comes to succession, most second-generation distributors take over a family business that is already well-established, with parents hoping to pass on their hard-earned legacy. Unlike the second-generation distributors previously reported by New Distribution, Chen Zhenyu took over the family business without strong resource support, and even faced real operational difficulties within the first 1-2 years, making it hard to get through. Essentially, he is a "second-generation distributor" forced by circumstances, from resistance to interest and research to re-entrepreneurship. His experience and thinking may offer inspiration to many distributors still in confusion.
澄韵Marketing Digital Transformation Needs a Correct Start
Recently, the New Distribution team was invited to attend a high-level meeting themed around digitalization at a well-known brand, where executives including the president, channel VP, and marketing and HR personnel discussed how digitalization could bring more customers and business growth. Despite deep discussion, no clear results emerged, reflecting the widespread anxiety about digital transformation in enterprises.
陈思廷Orion's 7 Major Categories of Hit New Products Make Their Debut at SIAL China, Unveiling the Strategic Blueprint of the 'Hit Maker'!
On May 18, the China International Food and Beverage Exhibition (SIAL China) opened in Pudong, Shanghai. As one of the world's top three food exhibitions, it attracted 4,500 exhibitors. Notably, Orion, a brand that rarely participates in exhibitions, made its debut with 7 major categories of hit new products, becoming a highlight of the event.
陈峰The Advanced "Health Preservation 2.0" Era: How Can Food Brands Leverage a Trillion-Yuan Market?
The once-popular "punk health preservation" among young people, characterized by behaviors like staying up late while applying face masks and drinking cola with goji berries, reflected their self-deprecation and helplessness. Now, young consumers are embracing a more advanced "Health Preservation 2.0" era, focusing on healthier diets, lifestyle choices, and brand preferences, presenting new opportunities and challenges for brands.
FBIFFounded 6 Years, Only One Brand, Becoming a Local Dairy Distributor Giant: How Did This Post-90s Achieve It?
From the rise of e-commerce to the outbreak of community group buying, the iteration speed of markets and channels is accelerating. Many older distributors are stuck in the past, while a group of post-80s and post-90s are rising rapidly, doing better business. Liu Fen, general manager of Hubei Quanjielai Trading Co., Ltd., is a post-90s distributor who started her business in 2014,代理蒙牛一个品牌, and in six years became a top dairy distributor in Hubei, winning the 2020 Mengniu Outstanding Contribution Award.
周群Earning 250% More in a Year, Yet Market Value Evaporates 23%: What's Wrong with This Industry Champion?
Capital doesn't dislike frozen food; it just doesn't like you. As China's largest frozen food company by sales volume, Sanquan Foods seems unpopular. In 2020, it sold 660,000 tons of frozen food, with revenue near 7 billion yuan and net profit of 768 million yuan, a year-on-year growth of nearly 250%. However, in the first five months of 2021, its market value dropped by 23%. Do investors not like frozen tangyuan?
沐九九The Secret of Innovation: A Decade Later, the Truth Behind Jiangxiaobai's Success
When it comes to user management, in marketing we care most about two groups: angel customers (or source-point people), who are a brand's first buyers and most likely purchasers, and valued customers (or core people), who contribute the majority of sales. Angel customers determine a brand's survival, while valued customers determine its growth. However, true innovation often comes from focusing on non-customers—those who currently have no need or interest—as exemplified by Jiangxiaobai, which targeted young non-drinkers of baijiu, and PIY, which targeted renters who typically don't buy furniture.
空手From Wholesaler to 160 Million Yuan Annual Sales in Snacks: How She Achieves 20% Yearly Growth
The article traces the evolution of a trading business from a supply and marketing cooperative to a wholesaler, then to a traditional distributor, and finally to a service provider. It highlights the transformation of Wuxi Dadexing Trading Company, which grew from 50 million to 160 million yuan in six years by focusing on imported snacks, building a robust organizational structure, and implementing strategic product selection and customer service.
周群Rivalry Heats Up in the Braised Snack Market: With Tencent and Challenger Capital Entering, How Can Brands Win in the 100-Billion-Yuan Sector?
In 2020, the leisure braised snack food market exceeded 100 billion yuan in size. According to Frost & Sullivan, from 2015 to 2020, the compound annual growth rate of leisure braised products reached 24.1%, making it the fastest-growing category in the snack food sector. With a history of over 2,000 years, braised food is often called by netizens as 'the taste that best represents China' for its lingering flavor that appeals across generations and regions. Due to the special preparation methods, Chinese consumers previously could only enjoy fresh braised food at home or in stores.
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