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This Can of Red Bull Anaji with a 'Story' - How Does It Empower Chinese Athletics for a Win-Win?
On October 22, 2020, the Chinese Athletics Association announced a partnership with Thai Tiansi Group, the founder and owner of the global Red Bull brand and trademark, making Red Bull an official partner of the Chinese Athletics Association. The one-year collaboration aims to promote healthy lifestyles and全民健身 culture, supporting the goals of a sports powerhouse and 'Healthy China'. At the signing ceremony, Red Bull Anaji launched special 'Story Cans' and a cash-red-packet lottery can to support Chinese athletics and inspire athletes for the 2020 Tokyo Olympics.
陈峰From Luosifen to Lamian Shuo: Who Is Driving the Upgrade of Convenience Food?
The luosifen market has exceeded 10 billion yuan. Consumption upgrades and the lazy economy have driven innovation in the food industry, with mid-to-high-end convenience foods becoming increasingly popular. During the pandemic, sales of packaged luosifen surged, with a year-on-year increase of over 600% in the first half of this year.
元气酱A Letter to Traditional Frontline FMCG Professionals in 'Deep Water and Scorching Fire'
The article addresses the challenges faced by frontline FMCG professionals amid retail upgrades, offering career planning and transition advice. It emphasizes long-term planning, continuous self-improvement, and stepping out of comfort zones to seize new opportunities.
阿湖How to Handle KA Channels to Avoid the Dilemma of 'Entering Means Death, Not Entering Means Waiting for Death'?
Mr. Wang, a daily chemical distributor, partnered with a local hypermarket two years ago, investing hundreds of thousands in fees, yet profits remain unsatisfactory due to high contract terms that increase annually. He admits, 'After a hard year, I'm still working for the supermarket; KA is like chicken ribs—tasteless to eat, but a pity to discard.' KA hypermarkets, as the ultimate form of retail terminals, represent the largest sales channel for many distributors. As China's economy rapidly develops, major domestic and international chain groups have expanded from first-tier cities to second- and third-tier cities, covering a wide area. Therefore, KA channels are indispensable in a distributor's business system. However, under the current backdrop of 'not doing terminals means waiting for death, doing terminals means seeking death,' how to effectively manage KA channels to achieve sales growth remains a challenge for many distributors.
李锋In the Wild Growth of the Meal Replacement Track, How Will Beast Life Stand Out?
The meal replacement market is booming in China, projected to reach 12 billion RMB by 2022. Beast Life, a low-carb health management brand, leverages a dual product line strategy and a comprehensive solution of content, tools, products, and services to build a competitive moat in this crowded space.
何年Digital transformation is so important for enterprises, what should be the first step?
Under the influence of the new market environment, the traditional functions of distributors are gradually losing their advantages, and they are facing an urgent need for transformation and upgrading. Experts point out that future FMCG distributors should be 'smart' distributors integrating data services. They can not only maximize their operational efficiency through real-time data flow and efficient integration, but also provide data support to brand owners to help solve production and product R&D issues, and provide sales guidance to terminal stores to help solve marketing optimization and consumption upgrade issues. However...
数据智能专家A Chilly Mid-Autumn: Who Stole the Peak Season Gift Sales?
China's traditional culture, spanning thousands of years, has fostered a unique 'gift culture.' From festive visits to daily calls, carrying gifts is essential to complete social interactions. With economic growth, the demand for gifts has risen annually, and by 2019, the market scale exceeded 800 billion yuan. Gift boxes, with their exquisite packaging and quality, have become the mainstream choice. However, this year, due to the pandemic, the gift box market has seen a decline in both volume and price during the Mid-Autumn and National Day holidays.
陈峰Sales Surge 9000-Fold, Annual Sales Reach 10 Billion: How This Snack, Frenzied by Fans at Home and Abroad, Carved Out a Path?
Outstanding best-selling products always excel in certain fundamental qualities. Following the global success of Lao Gan Ma, another delicacy has conquered foreigners: Liuzhou Luosifen (river snail rice noodles). In February 2020, it topped Weibo hot searches nine times, with 700 million people worldwide urging delivery, making it the favorite snack during the pandemic.
New Distribution4 Years, 1 Billion Bottles Sold: Unpacking the Success of Genki Forest
If the food industry had a trending list, the emerging national trend brand Genki Forest would undoubtedly rank at the top. During the 2019 Double 11 shopping festival, Genki Forest ranked second in online sales nationwide, beating out Coca-Cola and PepsiCo. In 2020, it again defeated the two giants to retain the Tmall beverage category crown. In just the first half of 2020, sales exceeded 800 million bottles, and over four years, cumulative sales surpassed 1 billion bottles, reaching one-tenth of Coca-Cola's decades-long sales volume in China. By July of this year, its valuation had reached 14 billion yuan, close to that of Heytea.
李相如Dairy Battle: Yili Ambrosial vs. Bright Dairy's Morsslyn
The book 'Mao Zedong's Strategic Wisdom and Modern Business Warfare' states that whenever there are more than two active competitors in a product or market, someone is making a mistake. Market leaders who neglect competition leave room for rivals, potentially leading to their own downfall, as seen with Morsslyn and Ambrosial. This article reviews the history of ambient yogurt, from Morsslyn's pioneering launch in 2009 to Ambrosial's rapid rise to dominance, analyzing the strategies behind Ambrosial's success.
CcShuanghui, Yurun, Jinluo "Three Kingdoms" — Who is the "King of Kings" in the Ham Sausage Industry?
Competition among enterprises ultimately boils down to competition for talent. Recently, it was reported that a personnel appointment document from Yurun involved multiple current employees of Shuanghui. After years of fierce rivalry, Shuanghui, Yurun, and Jinluo, the top tier in the ham sausage market, have formed a three-way standoff, but for these leading players, the tripartite balance is not the end but the beginning of the next round of competition.
李振兴 白杨Lessons from the Century-Old Cola War
In 1983, Steve Jobs asked John Sculley, then president of PepsiCo, "Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?" This irresistible pitch led Sculley to become Apple's CEO, but two years later, he ousted Jobs. This article explores the century-long competition between Pepsi and Coca-Cola, highlighting key strategies and lessons for businesses.
刘润City Manager's Playbook: Distribution and Sell-Through Strategies for Low-Frequency Daily Chemical Products in 6 Million Small Stores
After a day of visiting dozens of small stores under the scorching sun, Lao Wang and his team review their findings. Facing complaints about slow-moving shampoo and price inversion on laundry detergent, Lao Wang insists on changing distribution and sell-through strategies. The article analyzes the trends of small stores (convenience, platform, community) and provides targeted solutions for city managers to tackle the challenges of low-frequency daily chemical products.
许翔 Ryan XuChannel Transformation in the Second Half of 2020: Insights from Chacha Food's Dual-Curve Strategy
This article discusses channel transformation in the post-pandemic era, emphasizing that channel changes should not be viewed in isolation but as part of a coordinated 4P strategy. It highlights the importance of category, traffic, and scenario, and shares Chacha Food's approach to focusing on two business lines: sunflower seeds and nuts.
王斌How Long Has It Been Since You, a Battle-Scarred Veteran, Walked the Market?
Distributors have mostly built their businesses step by step, having experienced the days of walking the market. Now that many have achieved sales in the tens of millions, the author asks: how long has it been since you last walked the market? Market inspection is crucial; without it, all efforts are in vain. This article outlines key inspection dimensions and standards, emphasizing that inspection is not about distrust but about ensuring execution and improving results.
李锋“Do Market Work in the Off-Season, Achieve Sales in the Peak Season” Is Not Just Empty Talk!
With the Mid-Autumn Festival and National Day approaching, many FMCG products will enter the off-season afterward, such as grain and oil, and snacks. What should distributors do when the market enters the off-season? The best way to deal with the off-season is to keep moving. I have always believed that there is only an off-season mindset, not an off-season market. In an industry, all distributors face the same situation: if it's off-season for you, it's off-season for others, so the key is the mindset. Distributors need to come up with ideas and plans to get their sales staff moving; only when people move can the market move! -01- Seize demand...
李锋CP Group Enters Community Group Buying: How a 95后 CEO Led the Team to Cover Over 2,000 Residential Communities and Achieve Monthly Revenue Exceeding 10 Million Yuan in Just 6 Months?
Zhengchuanghui is a community group buying platform we built based on CP Food's strong supply chain. In February 2020, when Wuhan was under lockdown and residents could only get basic vegetables without meat, we decided to launch this platform to contribute to the city. Starting with a simple mini-program and piloting in three communities where our colleagues lived, we sold a package of 10 kg of pork for 800 yuan. Within an hour, relying solely on a message from the community leader in the owners' group and without any promotion, we achieved sales of 70,000 yuan.
龙啸天Yakult, a bestseller for 85 years, is now selling 'lactic acid bacteria' cosmetics?
In recent years, the concept of 'probiotics' has become increasingly popular, with various advertising slogans such as 'nourish the stomach' and 'promote digestion' emerging, making these products synonymous with health. Probiotic drinks have thus come into being, and most now contain lactic acid bacteria, hence the name 'lactic acid bacteria drinks'. When it comes to lactic acid bacteria drinks, one cannot avoid mentioning Yakult, which boasts '10 billion live lactic acid bacteria', achieving the feat of 'one product, 85 years, annual sales of 27 billion', and earning the nickname 'one red bottle conquers the world'. In 2019, it captured over 60% of China's probiotic drink market, with daily sales of 7.6 million bottles in China. Recently, Yakult has further expanded its strategy in China by entering the cosmetics industry.
KittyBaidu AI Drives the Second Growth of "Deep Distribution"
Baidu AI Cloud is accelerating industrial intelligence upgrades, offering solutions for the FMCG industry to transform from traditional extensive distribution to precise deep distribution, thereby driving a second wave of growth.
New DistributionTen-Year Review: How Will Tao Shiquan Lead Jiangxiaobai in the Next Decade?
Jiangxiaobai, a young Chinese baijiu brand, has just celebrated its tenth anniversary. Founder Tao Shiquan held a review meeting to reflect on the past and outline future strategies, focusing on product strength, supply chain, and cultural branding to navigate the next ten years.
陈峰Three Squirrels' Zhang Liaoyuan: How to Win in a Once-in-20-Years Brand Opportunity?
Affected by the COVID-19 pandemic, many companies faced huge operational pressure in the first half of 2020 due to reduced store traffic and declining consumer spending. As the first internet food FMCG brand to surpass the 10 billion yuan threshold, Three Squirrels also faced challenges. However, outstanding entrepreneurs are better at finding opportunities in crises. In a speech titled 'From the Traffic Era to the Content Era: The Next P&G Era Has Arrived', Zhang Liaoyuan shared his in-depth thoughts and implementation methods for building new brands as Three Squirrels transitions from a single brand to multiple brands.
章燎原Home Economy Prevails: From "Instant Noodles" to "Boiled Noodles" – See Master Kong's Product Innovation!
The outbreak of COVID-19 at the beginning of this year led to a surge in the instant food industry, with sales skyrocketing. However, as the pandemic becomes normalized and people's lives return to normal, how can instant food companies maintain their upward momentum? How can they retain the dividends and explore new market opportunities in the post-pandemic era? -01- New Track Growth, Family Consumption Emerges When the whole nation stays at home, a consumption track that cannot be ignored is reignited – family scene consumption. The pandemic has driven the home economy to boom, and household consumer products have grown rapidly, especially in the food industry, particularly in the instant noodle category.
澄韵“Buying Traffic Is Death, Not Buying Traffic Is Also Death”: How Did We Fall into the Trap Again?
When faced with the dilemma of choosing between certain death and suicidal action, you are not confronting the real problem. The article argues that the real issue is not traffic, terminals, or advertising, but the lack of genuine market value, product appeal, and brand strength.
响马老苗Tmall Food x Baorun Shares | Launching the Alco-Pop Category: The 'Alco-Pop Trendy Alcohol Creation Camp' Opens!
In recent years, due to upgrading consumption structures and changing habits, the drinking demand among the 'she-generation' of young consumers has increased, leading to significant growth in the low-alcohol beverage market and a substantial rise in consumer penetration. Trendy alcoholic drinks are gaining popularity, and the market is witnessing a new wave of youthfulness, diversity, and lower alcohol content. Statistics show that during the 2020 618 mid-year promotion, online sales of low-alcohol beverages grew over 100% year-on-year. Low-alcohol drinks have entered the traditional beverage market with strong momentum, becoming a new trend category. However, during this rapid growth phase, the scarcity of quality brands has become a major challenge in capturing more market share.
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