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Jiang Nanchun's New Book 'The Dividend of Hearts and Minds': A Chinese Brand Methodology Earned with 100 Billion Yuan in Advertising Spend
In 2020, China's two dividends came to an end: the demographic dividend ended, pushing many industries into stock competition; the traffic dividend ended, with traffic costs rising and traffic ceilings emerging. A new era of brand resurgence is beginning, where brands will battle it out as dividends peak. With overcapacity and stock competition, we are entering the era of consumer sovereignty. Production and distribution are infrastructure; companies with quality production and extensive distribution are already in the finals. Who wins the consumer's final choice depends on who can first establish in the consumer's mind a reason to choose you over others, building brand cognitive advantage and premium pricing power.
New DistributionMust-Read at the Start of the Year: What Will the Three Aroma Leaders, 'Maotai, Wuliangye, and Fenjiu', Do in 2021?
As the Spring Festival approaches, many industries suffered heavy losses in the challenging year of 2020. However, in the stock market and consumer market, only baijiu (Chinese liquor) saw its market value soar, and its consumption performance far exceeded other consumer goods. This proves that the baijiu industry, as the most representative industry of traditional Chinese culture, has strong counter-cyclical capabilities. Among all FMCG products, only baijiu is a 'friend of time'—the longer it ages, the more valuable it becomes. For other FMCG products, time is the biggest enemy, and distributors suffer from product expiration dates.
陈峰Will Vending Machines, Eyed by Zhong Xue Gao and Nongfu Spring, Be Key to Winning Offline Channels?
Vending machines for drinks are common, but have you seen one selling ice cream? At the end of 2020, netizens spotted a vending machine for the trendy ice cream brand Zhong Xue Gao in Hangzhou. This article explores why online brands like Zhong Xue Gao and Genki Forest are expanding offline, and how FMCG brands can effectively use vending machines to grow their offline channels.
FBIFFrom Soldier to Middle Manager: Four Things Every FMCG Professional Must Do
Due to a project collaboration, I have been in close contact with middle managers from a listed company. The project is set to fully launch after the Spring Festival, requiring urgent recruitment of middle managers. Rapid hiring inevitably leads to varying degrees of fit, so the critical task for decision-makers is to assess these candidates. Based on brief interactions, I provide my evaluation criteria for determining whether managers are competent for middle management roles.
高级研究员 海游In the Post-Pandemic Era, How Can Small and Micro Enterprises Build Core Competitiveness?
Meituan's Wang Xing once said on a social platform: "2019 may be the worst year of the past decade, but it will be the best year of the next decade." This statement seems applicable to 2020 as well. The pandemic, halted offline businesses, rising costs, and uncertainty have weighed heavily on small and micro enterprises. Even in 2021, their operations have not fully recovered, prompting reflection on their survival prospects.
New DistributionBeyond the 100 Trillion Mark: Key Points of 2020 GDP to Watch
This morning, the National Bureau of Statistics released preliminary full-year GDP figures. The most cited number is the GDP surpassing 100 trillion yuan for the first time, reaching 101.5986 trillion yuan. However, the real good news is the annual GDP growth rate of 2.3%, which beat international forecasts and even the most optimistic predictions of domestic economists. This indicates that China's economic recovery has outpaced all projections.
木芯Frontline City Managers: Don't Be an Old-School Execution Foreman, Be a City Manager Seizing New Opportunities!
At the end of each year, Lao Wang conducts annual performance reviews with his subordinates. This year, he finds the reviews more difficult than ever due to the rapid changes in channels brought by the pandemic, with many new retail platforms lacking mature measurement standards. Most of his team remains hesitant about new retail. In the current era of highly fragmented channels, frontline city managers have never been more important.
许翔 Ryan XuThe Growth Path of a Post-80s Distributor's Second Generation: 'Playing' with Business
Since the rise of the first generation of distributors in the early 1990s, many are now facing succession issues, with the second generation taking over. Zheng Jinbin, a post-80s distributor in Jiangsu, has leveraged new methods and internet thinking to grow his traditional FMCG distribution business from 60 million to 80 million yuan in one year, and over 100 million including online sales.
周群Snow Beer's Bi Chaojiao on the 3+3+3 Strategy: What's Next for the Second 3-Year Phase?
In 2020, despite the pandemic's severe impact on the beer industry, China Resources Snow Breweries achieved growth through its 3+3+3 strategy, focusing on safety, strategic stability, and channel deepening. For 2021, the company plans to continue brand upgrades, strengthen distributor capabilities, and enhance high-end market competitiveness.
毕朝矫Supermarket Owner Under the Community Group Buying Craze: After a Month of Effort, My Business Finally Collapsed!
At the end of 2020, community group buying became the hottest trend, with giants fighting over consumers' grocery baskets. The most heated topic is its impact on supermarkets and convenience stores. However, few have focused on the supermarket owners themselves, who are the center of attention but strangely voiceless in this war of words. This article tells the story of Xiao Wang, a small supermarket owner in Beijing, who tried to cooperate with a group buying platform as a group leader but found his situation worsened, ultimately giving up.
电商君The More Adverse the Circumstances, the More You Must Believe: Three Suggestions from Jiang Xiaobai's Tao Shiquan for 2021
In 2020, despite the pandemic's severe impact on offline consumption and the baijiu small-bottle category, Jiang Xiaobai not only weathered the crisis but also completed a C-round financing of over 1 billion yuan in Q3, and its Meijian plum wine became the top-selling fruit wine on Tmall during 618 and Double 11. Founder Tao Shiquan shares three beliefs for dealers: believe things will get better, believe in innovation, and believe in the team.
陶石泉From Product, Marketing, Channels to Supply Chain: How Do New Consumer Brands Win the Battle for Attention?
As the consumer sector becomes a thriving oasis amid a barren To C landscape, new brands are emerging rapidly. Despite the COVID-19 pandemic hitting most consumer goods companies in 2020, outstanding new brands continued to advance, such as Zihaiguo building its own supply chain and Zhongxuegao expanding offline with 500% growth.
经纬创投主页君Looking to the Future from "2430": How "Six Walnuts" Becomes a "Friend of Time"!
Top experts are long-termists of time. From Bezos to Buffett to Ren Zhengfei, all achievements are the result of long-termism. At the beginning of the new year, Luo Zhenyu's New Year's speech "Friends of Time" arrived as scheduled. Yangyuan Six Walnuts, as the exclusive sponsor, introduced a major strategic new product, Six Walnuts "2430", which embodies the brand's persistence and outlook for the future.
澄韵As Spring Festival Approaches and the Pandemic Remains Unpredictable, FMCG Manufacturers and Distributors Gear Up for a 'Good Start'
Since November last year, major manufacturers have been gearing up for a vigorous 'good start' campaign, with ordering conferences held one after another. However, due to the pandemic, this year's 'good start' differs from previous years: manufacturers face greater pressure to make up for lost sales, while distributors are more uncertain about stocking up amid a resurgence of cases in December.
邢仁宝When the Initial Novelty Fades, How Should New Food and Beverage Brands Sustain Their Business?
As companies review 2020 and plan for 2021, new consumer brands in the food and beverage sector face the challenge of sustaining growth after the initial novelty-driven purchases. The key lies in continuously engaging consumers through brand building and driving repeat purchases, rather than relying solely on new customer acquisition.
秦淮New Distribution: 2021 FMCG Industry Manufacturer and Distributor Trends
As 2021 begins, the FMCG industry is expected to see consumption upgrades, with a focus on sinking markets and emotional consumption. The article provides ten strategic recommendations for brand owners and distributors, emphasizing digitalization, channel reform, and the rise of community group buying.
赵波How the 'Back Waves' of Snack Food Brands Merge into a Trend
Chinese people's snacking experience has transformed from monotony to diversity and from scarcity to abundance, with various leisure foods now serving as the 'fourth meal' and driving the market scale into the trillion-yuan level. New brands like Perfect Diary, Genki Forest, and Daily Dark Chocolate are occupying more life scenarios, with CBNDATA showing a 2.49-fold increase in new online brands in 2019 compared to 2017.
康 朴Common Growth Methodology of Innovative Consumer Brands like Zhongxuegao, Wangxiaolu, and Bohe Health
In recent years, innovative consumer brands have emerged rapidly. New Distribution has reported on dozens of such brands over the past two years. Through exchanges with founders, we found that their rise has been riding on the dividends of the era, including rising consumption levels, personalized and diversified demands, and the ubiquity of mobile internet, especially WeChat with 1.2 billion monthly active users, which has become the infrastructure for social life, enabling real-time and convenient connections with users.
秦淮Annual Sales of 30 Million and Growing: How Can Distributors Break Through Bottlenecks?
In a recent project, I encountered many regional large and medium-sized distributors, sensing a collective anxiety among them. The FMCG industry changes every three to five years, and breaking through bottlenecks to grow stronger often feels overwhelming. Take Mr. Li, a distributor in a prefecture-level city, as an example: he is a typical entrepreneurial distributor who left a mid-level management position at a brand company to start his own agency business eight years ago. For the past three to four years, his annual sales have hovered around 30 million yuan, with a regional population of 1.3 million and above-average consumption capacity. He has tried many methods to break through, all ending in failure. Today, we discuss this case to explore how trading companies at this level can grow bigger and stronger.
高级研究员 海游Quiet Exploration: How This Beijing Time-Honored Braised Food Brand Stays True to Its Roots While Expanding Sales
Chinese people love to eat, especially spicy and savory braised foods, which can be called national foods. When it comes to braised food brands, many may first think of Zhou Hei Ya and Juewei, as both companies were listed on the A-share market thanks to foodies. In fact, these brands also started in a small area, relying on unique flavors and word-of-mouth from local consumers, such as Zhou Hei Ya in Wuhan and Juewei in Changsha, before expanding nationwide. In Beijing, there is also such a braised food brand called Hahajing, which rarely publicizes itself and has a pragmatic, low-key corporate culture. This time, New Distribution had the opportunity to visit Hahajing's Beijing headquarters and had in-depth exchanges with COO Ren Peng and Operations Director Ma Meng, attempting to reveal some of the stories behind Hahajing.
澄韵Who Will Seize the Opportunity of the 250 Billion Structural Adjustment?
In the past six months, the low-alcohol beverage track has become one of the hottest topics in the investment circle, with multiple startups securing angel rounds from millions to tens of millions of RMB. This article explores the changing preferences of young consumers and introduces Zouqi Qingniang, a new brand that aims to replace beer with a healthier, high-quality fermented drink, targeting a market opportunity of nearly 250 billion RMB by 2022.
陈峰Hershey's "Redemption"
Hershey's large-scale layoffs and streamlining of its distributor network in China have caused a stir in the industry. Recently, Hershey China revealed in a phone response that it will undergo major adjustments in the China region, including handing over sales channels and services to local distributors, with management and executive staff facing large-scale layoffs. On December 1, Hu Tingzhou, General Manager of Hershey Greater China, announced his resignation, with the president's duties temporarily assumed by a director. The full handover of sales channels and large-scale layoffs indicate Hershey's comprehensive contraction in China.
孙吉正How Giants Should Fight the Community Group Buying War: A Case Study of Hema in Wuhan
This article originates from a Hema friend asking me what Hema should do. It's a common and practical question, and a further deepening of the issue after 'The Impact and Endgame of Giants Entering Community Group Buying'. Therefore, I wrote this article.
陈维龙From 0 to 1, 1 to 10: The Entrepreneurial Birth of Tsingtao White Beer!
As is well known, the beer industry is currently a red ocean of competition. In this context, if you were given a brand-new beer brand, what would you do? Would you go big or take small steps; attack offline or start online? There are many paths and methods to choose from, with no one-size-fits-all answer. But how to do it specifically, I want to hear the voices of frontline practitioners, which may bring new inspiration and thinking to innovators and entrepreneurs. Recently, New Distribution had an in-depth exchange with Ms. Cui Hong, Market Director of Tsingtao Beer Innovation Marketing Headquarters...
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