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Good Taste Strategy Drives Intrinsic Growth, Jiangxiaobai Achieves a Strong Start in Q1
On April 22, Jiangxiaobai Liquor held its 2021 Partner Growth Conference in Chengdu. At the meeting, sales data for the first quarter of this year were revealed. With the simultaneous growth of brands such as Jiangxiaobai, Guolifang, and Meijian, the group achieved a strong start to its 2021 performance. In addition to the steady growth of the classic Jiangxiaobai Expression Bottle, the new brands Guolifang and Meijian each surpassed 100 million yuan in sales, becoming the top in their respective subcategories, with growth exceeding expectations. The fruit-flavored liquor Guolifang even achieved its 'mid-term goal' of 100 million yuan in sales in just half a year, expanding the new battlefield of Chinese baijiu into the flavored baijiu segment.
New DistributionCrossing Cycles: Decoding Blue Moon
On April 20, Chnbrand released the 2021 (11th) China Brand Power Index (C-BPI) report, ranking Blue Moon's laundry detergent and hand soap products first for the 11th consecutive year (2011-2021). On April 22, data from the China General Chamber of Commerce and the China National Commercial Information Center showed Blue Moon's laundry detergent ranked first in comprehensive market share for 12 consecutive years (2009-2020), and its hand soap ranked first for 9 consecutive years (2012-2020).
秦淮Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations
In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies. To truly excel in digital connection and operations, retail enterprises need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel, focusing on the development concept of 'New channels, new penetration; old channels, new upgrades,' providing a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled 'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'
miyaHow to Innovate in Seasoning to Win Consumers' Taste Buds in the Post-Pandemic Era?
In recent years, mass-market dining has flourished while high-end dining has shown signs of fatigue, but the pandemic has prompted deep reflection and business impact on the catering industry. In the post-pandemic era, new restaurants continue to open, and some high-end establishments have quickly recovered, bustling with diners eager to experience them. Recently, Xinhua News and Xinhua News Agency client aired a video titled 'Exploring Michelin Flavors,' featuring Beijing Shijiu Restaurant, a high-end trendy eatery that has won a Black Pearl one-diamond award and a Michelin star in Beijing. Shijiu, which emphasizes quality and innovation, is a must-visit landmark for food lovers in Beijing.
New DistributionCommunity Group Buying Surging: A Frontline City Manager's Playbook
With the push of the internet and capital, the FMCG industry sees a new major trend each year. In 2021, the resurgence of community group buying is reshaping the entire landscape of people, goods, and places. For frontline city managers and distributors, this means存量 erosion and cross-regional competition, forcing them to adapt or be left behind. This article outlines the trends, pain points, and solutions for city managers to proactively engage with community group buying platforms.
许翔 Ryan XuAgent for Strong, Perfetti Van Melle, Lay's, with Annual Sales Over 100 Million in a Third-Tier City, Hecai Trading Continues to Race, Seeking Further Growth
At the opening ceremony of Luoyang Rongcheng Yigou in December last year, I met Mr. Luo Kai, general manager of Luoyang Hecai Trading. At that time, I only knew that Luoyang Hecai was doing well and had a considerable scale. Before the Chinese New Year, I had a phone call with Mr. Luo Kai, and in nearly two hours of in-depth communication, we discussed his entrepreneurial journey in trading, methods for business growth, and future plans. It was full of insights, and I believe the business path of Hecai Trading is worth learning from for many distributors. Even though they have become a leader in the local snack food sector, they remain dissatisfied with the status quo and continuously seek new growth opportunities...
袁来How Can Increasingly Expensive Yogurt Support Young People's 'Yogurt Freedom'?
Yogurt seems to be getting more expensive. More consumers are finding that the era of yogurt under two yuan is gone, replaced by higher-priced options in the fridge's prime spots. Young people's 'yogurt freedom' is becoming harder to achieve, yet consumers are not shying away from premium yogurts.
FBIFTsingtao Brewery's Shi Yonggang: How to Effectively Link 4 Million Outlets Online to Break Through O2O!
At the recent China FMCG Channel Innovation Conference, New Distribution invited Shi Yonggang, Deputy General Manager of Tsingtao Brewery's Innovation Business Headquarters and E-commerce Director, to share insights. Drawing on his experience building Tsingtao's online sales network and executing its O2O strategy, he discussed the company's approaches and lessons in O2O new retail. New Distribution has compiled and excerpted highlights from his speech for publication.
史永刚Dali Foods' 53 Billion: Flabby, Not Strong
Dali Foods, known for its imitation strategy, has launched seven sub-brands since 2002, but its growth has slowed significantly in recent years. Despite holding seven brands and billions in cash, the company appears flabby rather than strong, as it has lost its innovative edge and faces a deteriorating competitive landscape.
读懂君With 5% Annual Customer Churn, How Can Physical Stores Digitally Save Themselves?
Traditional stores face a crisis of customer loss, with an annual churn rate exceeding 5%. Digital self-rescue strategies, such as implementing dual-store models (physical + cloud) and leveraging KOC relationships, can help mitigate this trend.
刘春雄Down to Towns and Villages: The Operational Methodology of the 'Sinking Market'
Rural revitalization is essential for national rejuvenation. Following the Two Sessions, rural revitalization has become a key direction for economic development over the next five years. Consumption data shows that rural residents' income and consumption expenditure growth rates have outpaced urban areas in the past two years, indicating greater growth potential. For some FMCG brands, this is undoubtedly a huge positive. In the current fiercely competitive offline market, where retaining existing market share is difficult and finding new growth is challenging, the vast opportunities in the sinking market will become the next battleground. The author combines personal experience to outline the methodology for exploring county-level market opportunities.
邢仁宝When Consumers Change, How Should Baijiu Companies Respond to the 'Fickle' Consumer?
The baijiu market is rapidly evolving, with consumers shifting from drinking to social connection, and digital social circles increasingly influencing purchasing decisions. This article explores how baijiu companies can adapt by building a full online path from reach to communication, conversion, and transaction.
秦淮Mondelez Greater China VP Zhu Yijing: Thoughts and Responses on Omnichannel Business Development
At the recent China FMCG Channel Innovation Conference, New Distribution invited Ms. Zhu Yijing, Vice President of Mondelez Greater China, to share her insights. As a century-old global leader in biscuits, chocolate, gum, candy, and powdered beverages, Mondelez has consistently navigated industry cycles. Zhu, responsible for sales, shared her strategic thinking and responses to the rapidly changing retail environment, which New Distribution has compiled and excerpted.
朱忆菁Yingxiaotong Su Ying: How Can the FMCG Industry Recover the "Lost" 1.5 Trillion Through Digitalization?
At the 6th China FMCG Channel Innovation Conference, Su Ying, President of Yingxiaotong, shared insights on channel digitalization, highlighting the challenges of a 1.5 trillion yuan loss in the FMCG industry and proposing a three-step approach to digital transformation.
苏颖FMCG O2O Strategy: Omni-Domain Operations, Omni-Domain Warehousing, Omni-Domain Scenarios, Omni-Domain System
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, a professional FMCG new media platform, was grandly held from April 1 to April 3 at Chengdu Ascott Hotel. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies from across the country, with a full house and unprecedented scale. On April 1, at the O2O Forum of the conference, Bei Nianjun, founder of Shanghai Heyin Network, delivered a keynote speech titled "O2O: Omni-Domain Attack".
贝念军Field 365 Guan Xiangyu: Giving FMCG Enterprise Management an External Brain
At the 6th China FMCG Channel Innovation Conference, Guan Xiangyu, Sales Director of Field 365, shared insights on digital transformation for FMCG enterprises, emphasizing the importance of data-driven decision-making and the five key online integrations for channel digitalization.
关翔宇Shenyang's Richest Man Earns 30.1 Billion Yuan Selling Bread
After retiring from teaching at age 60, Wu Zhigang started a bread business. Twenty years later, the former teacher became the 'King of Bread in Northeast China,' amassing a fortune of 30.1 billion yuan, ranking him as Shenyang's richest person on the 2020 Forbes China Rich List. Starting from Dandong, a border city by the Yalu River, to establishing a foothold in Shenyang, the provincial capital, and then dominating the Northeast market, Wu aims to replicate Toly Bread's success nationwide using a 'central factory + wholesale' model.
有趣有料有深度How Second- and Third-Tier Brands Can Take Off with Community Group Buying
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Guan Mingyu, co-founder of community group buying platform Yidian Youxuan, shared insights on how brands can succeed in the community group buying channel. He outlined six key steps: selecting the right category, establishing a core concept, finding endorsements, telling a story, creating strong experiences, and driving word-of-mouth, illustrated with a case study of a milk brand that achieved significant sales.
关明雨Jiangxiaobai's Yan Hongjian on Digital Implementation: Don't Treat Digitalization as a Management Tool!
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Jiangxiaobai's Assistant President Yan Hongjian shared insights on digital innovation and practice, emphasizing that digitalization should empower rather than manage, and that aligning interests is key to successful implementation.
颜红坚Beverages Not Selling Well? See How Meco Honey Valley Juice Tea Opens a 10-Billion-Yuan Track
In 2020, the beverage industry saw slow overall growth, with some sub-sectors declining. While the pandemic impacted consumption, it's not the sole reason. The Chinese beverage market has been saturated for over 40 years, and companies must innovate new categories to meet consumer needs. Meco Honey Valley Juice Tea, with its new juice tea category, achieved nearly 1 billion yuan in sales in its first year by establishing industry standards and leveraging health trends.
苏相如The 2.0 Era of Sparkling Water: What Changes Will Nongfu Spring's Entry Bring?
In 2018, Genki Forest's sparkling soda water stood out among beverage products, breaking the 1 billion yuan single-product sales mark in just 1-2 years, creating a miracle in the red ocean beverage market and bringing the sub-category of sparkling soda water into everyone's view. In 2019-2020, both soda water and sparkling water categories saw new rounds of innovation, with new products emerging. Now, in 2021, the market is entering the 2.0 era, with major brands like Coca-Cola and Nongfu Spring entering. On April 1, Nongfu Spring officially launched its new sparkling soda water, a product developed over several years, marking another breakthrough in a new category after its 2019 still soda water.
澄韵Surge 156% in Tea Bags, Yet They Look Increasingly Alike
The Chinese tea bag market is booming, with online sales expected to surge 156% in 2020, but products are becoming increasingly homogeneous. This article explores the reasons behind this trend and suggests opportunities for differentiation, such as targeting specific consumer segments, emphasizing functionality, and embracing cultural trends.
FBIFLet Professionals Do What They Do Best: How Anneng's 'One Inventory' Helps FMCG Companies Strengthen Channel Power?
In the FMCG industry, traditional marketing relies on brand power and channel power. With media decentralization, channel power, especially deep distribution, has become crucial. Anneng Zhilian's 'One Inventory' solution integrates online and offline inventory to streamline supply chains, reduce costs, and enhance efficiency, enabling BC channel integration and helping companies adapt to diversified channels.
New DistributionDigitalization Transforms Marketing Management
Digitalization is transforming marketing management by providing real-time third-party data, visual management tools, and precise work arrangements, which will fundamentally change how sales teams are managed, from traditional 'lone wolf' models to data-driven, flat organizations.
刘春雄