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3961 articles · Page 52 of 166
Entering the Instant Porridge Market: Where Is Shuanghui's 'Moat'?
Consumers' awareness of instant eight-treasure porridge is mainly concentrated on the two brands Wahaha and Yinlu, making it difficult for Shuanghui to compete with them. Shuanghui continues to make efforts in non-meat product areas. On June 14, a Beijing Business Today reporter found that Shuanghui launched an eight-treasure sausage instant porridge product on its Tmall flagship store. This is another layout by Shuanghui in the non-meat product field. Industry insiders believe that in 2019, the sales volume of Shuanghui's main meat products did not increase, and fresh meat sales even decreased. Shuanghui is actively seeking new growth points.
李振兴Founded in 2014, this trading company grew from zero to 100 million in sales in just six years. How did they do it?
A recent article by Liu Run highlighted that opportunities always exist in every industry, even if not immediately visible. This applies to distributors as well. Despite challenges like online competition and demanding manufacturers, some distributors thrive by capturing market share. Bajie Trading, a condiment distributor in Nanchang, Jiangxi, founded in 2014, is one such example. With over 3,500 active offline outlets and 60+ brands, it expects sales to exceed 100 million yuan in 2020, with net profits far above industry averages. Founder Leng Wenjun attributes this success to meticulous internal management, differentiated compensation plans, and full digitalization.
周群How Did the Hidden Champion of the Baking Industry Achieve a Market Value of 35 Billion and a 60% Net Profit Surge?
With low-end packaging, branding, and marketing, Taoli Bread's growth shows that seemingly low-end businesses often thrive. Over 25 years, from a small city in Dandong to 240,000 retail points, 5.6 billion in sales, and a 35 billion market value, the octogenarian Wu Zhigang has led Taoli Bread to defy business norms repeatedly. In an era of business failures, such occasional success stories are precious. When you think of bread, who comes to mind first?
黄晓军Haoxiangni: The Strongest Buyback in History Resolves Internal Factional Strife
Behind the massive buyback plan lies an internal redistribution of interests at Haoxiangni. The company announced a share repurchase of up to 43.83% of its shares, which not only boosts the stock price but also consolidates the founder's control and facilitates the exit of minority shareholders from the acquired Baicaowei faction.
林晓晨Manufacturers That Lead Distributors Forward: When Problems Arise, Provide Not Only Resources but Also Methods!
Distributor Lao Zhang, an agent for a leading beverage brand for over 10 years, has grown his business to nearly 100 million yuan in annual sales in a second-tier city. However, since last year, he has faced intense competition, limited manufacturer support, and eroding channel advantages, leading to conflicts with the manufacturer. A sales manager's strategic advice on market segmentation and collaboration helps Lao Zhang find a path forward.
邢仁宝In a Red Ocean FMCG Market, How Should Distributors Make Choices?
A beverage distributor, facing inventory pressure, plans to enter the condiment market. The article advises distributors to follow the NO.1 principle, select markets based on '细分、大、高、强' (segmentation, size, growth, strength), and choose brands with awareness and core competitiveness.
刘华明Why Is It So Hard to Make Money Running a Convenience Store in China?
Convenience stores near office buildings may seem bustling and profitable, but the reality is that many chains struggle to make money. The article examines the challenges facing the industry in China, including intense competition, supply chain issues, high costs, and the pitfalls of rapid expansion, using examples of failed chains like Quanshi and Linjia.
长袖On the Front Line | Annual Sales of 40+ Million, Sales Team of 50+, Employee Turnover Has Always Been a Headache!
Today I visited a trading company. The boss, Mr. Zhang, is a friend of mine. He left his corporate job in 2013 to start his own distribution business. Over six years, things went smoothly, and now he has annual sales of over 40 million yuan and a sales team of 52 people. Recently, he has been troubled by team turnover: he can't find suitable people during recruitment, and even when he does, they don't stay long, usually leaving after about 9 months. Moreover, two key sales representatives who had been with the company for five years have also resigned, plunging the company's overall operations into a vicious cycle. Without people, without capable hands, without an excellent team, you can't succeed in FMCG. What can be done? Mr. Zhang urgently asked me for advice.
高级研究员 海游From Instant Noodles to Self-Heating Hotpot: What Growth Space Remains in the 100-Billion-Yuan Convenience Food Market?
The pandemic not only boosted video conferencing software but also caused convenience foods to sell out. Originally, this market was a typical victim of disruption, with food delivery platforms like Meituan and Ele.me nearly killing it through subsidy wars around 2016, except for a few innovative brands. The pandemic revitalized the entire market: during the 2020 Spring Festival, panic buying made convenience foods the hottest category, with offline shelves emptied and e-commerce sales up 700% year-on-year. But after the pandemic...
经纬创投主页君What Matters Most to Coca-Cola?
This article, originally published on the Dedao app's 'Shao Heng Headlines', is an interview with the author. It discusses Coca-Cola's release of the 'Zaihu Ti' font in 2020 and analyzes Coca-Cola's long-term brand assets, including its logo, contour bottle, and Santa Claus image, emphasizing the importance of consistency and uniqueness in brand building.
小马宋On the Front Line | Sales Not Growing, Operating Funds Increased to Over 1 Million, Often It's an Accounts Receivable Problem!
Last month, a distributor from Huangshi, Hubei, messaged me saying his annual sales were over 50 million yuan, but sales had barely grown in the past three years. Net profit was declining, yet operating funds had increased by one million, making business increasingly difficult. I helped him analyze the situation: the decrease in operating profit is caused by multiple factors, such as regional competition, brand support, and e-commerce price impacts. However, if sales haven't grown but operating funds have, we need to identify where the increase went. After checking, he found that accounts receivable had increased by 200,000 yuan, totaling 500,000 yuan per month, meaning 12% of monthly sales were tied up in receivables. To reduce this, we implemented a five-step plan: systematic inventory, linking receivables to performance, setting benchmarks, continuous tracking, and classifying customers. After one month, his receivables dropped from 500,000 to 350,000 yuan, achieving initial success.
高级研究员 海游How Are Jane, Three Squirrels, and Bestore Using Private Traffic to Drive Sales?
Ten years ago, Wang Li drove to a hypermarket to stock up on snacks, where buy-one-get-one-free promotions were her battleground. Five years ago, her son set up a Taobao account for her, and she sat by the router waiting for the 11.11 countdown. Today, Wang Li opens a WeChat group, collects a coupon from customer service, and places another order via a mini-program. In her eyes, shopping has become more convenient—one WeChat is enough, saving the hassle of comparing options. Her son, who works in the internet industry, calls this 'private traffic.'
FBIFFrom Specialty Store to Trading Company: How One Brand Achieved Annual Sales of 50 Million
In a prefecture-level city, achieving annual sales of 50 million yuan is not uncommon, but doing so with only one brand is rare. Honghua Trading, based in Qinzhou, Guangxi, focuses solely on Mengniu brand agency, serving 2,500 retail outlets with 25 salespeople in a fifth-tier city with a population of 1.38 million, reaching 50 million yuan in annual sales. Founder Fu Wenlong shares his 19-year journey from a specialty store to a trading company, maintaining growth in both sales and profits by concentrating on a single brand.
周群On the Frontline | How to Run a Successful Order Conference for the Dragon Boat Festival?
With the Dragon Boat Festival approaching, manufacturers and distributors are holding order conferences. Seven or eight years ago, a single conference could collect payments for at least a quarter's worth of goods, simply by offering promotions and treating key clients to a meal. Order conferences serve three purposes: launching new products quickly, securing channel funds, and thanking long-term retail clients. However, as competition in the stagnant market intensifies, downstream clients have limited funds, making it harder to collect advance payments.
高级研究员 海游Have Masks Successfully Joined the Ranks of FMCG? Stop Entering the Market—Get Out Now!
Masks have become a 'fast-moving consumer good'? Is it still too late to enter the market? Don't think about it—get out of the pit. What defines FMCG? Generally, we consider FMCG as an abbreviation for fast-moving consumer goods, called 'fast' because they are daily necessities that rely on high-frequency and repeated use and consumption, generating profit and value through large market volumes. During the pandemic, masks, in terms of usage frequency, consumption speed, and global demand scale, have indeed successfully entered the FMCG category. However, the explosive growth of masks triggered by the pandemic has led to extreme chaos behind short-term profits.
陈峰Dealer Bosses: Seize the Key Link and Excel in Channel Refinement!
Channel refinement is a constant theme for dealers, driven by both business needs and manufacturer requirements. However, few dealers seriously consider how to maximize sales and profit through channel refinement. A county-level dealer with 19 vehicles and 20 salespeople serving 1,000 traditional stores and 3 KA supermarkets achieved annual sales of 50 million yuan but complained about low profits, highlighting the importance of input-output ratio. This article invites Mr. Li Feng, General Manager of Hongye Hengda Trading, to discuss channel refinement strategies for mainstream channels, offering insights on organization, store management, and key operational points.
李锋Deep Distribution Has No Substitute; Internet-Enhanced Deep Distribution Is the Inevitable Path
The US has over 10 million salespeople, while China has over 80 million sales reps. Salespeople target C-end, while sales reps target B-end. What are these sales reps doing? They are deeply cultivating fragmented channels. This is a last resort, as deep distribution has no substitute. However, indiscriminate visits and inefficient human-wave tactics can be abandoned. The internet makes precision distribution possible.
刘春雄On the Frontline | What Exactly is Regional Contracting?
Recently, Wei Qing, a veteran trainer, shared six points against the contracting system in his marketing peer group. While respecting his views, the author offers a different perspective, arguing that regional contracting, when properly managed, can be beneficial. The article outlines the advantages, implementation steps, and key factors for success, emphasizing that no system is perfect and adaptability is crucial.
高级研究员 海游Plant-based + Functional Drink | How Did This Dual-Trend Product Ignite the Market?
Every public health incident triggers an upgrade in consumers' health-conscious consumption philosophy. The COVID-19 outbreak will profoundly impact the food industry, with changing consumption patterns being one of the most significant effects. The pandemic has heightened health awareness globally; for beverages, consumers now seek more than just thirst-quenching taste—they increasingly prioritize products that offer health benefits. When choosing beverages, beyond basic needs, they focus on whether the product inherently promotes health.
New DistributionHow Does Alibaba's Hema Fresh Create a Hit Product?
Bai Lu, a marketing professional with diverse experience including at Meituan and Alibaba's Hema, shares insights on how Hema selects, positions, and markets hit products like crayfish, focusing on customer psychology, product differentiation, and strategic marketing rhythms.
晓玲City Manager on the Frontline: Facing Omnichannel Distribution, We Don't Need to Escape Our 'Comfort Zone'—Just Expand It!
A city manager reflects on how the COVID-19 pandemic has accelerated the shift to omnichannel distribution, urging frontline managers to expand their existing capabilities rather than abandon them. He provides a strategic framework for adapting the 4Ps (channel, price, product, promotion) to new and old retail scenarios, emphasizing precision and hands-on engagement.
许翔 Ryan XuPrivate Labels Are Coming on Strong: How Should Traditional Brands Respond?
In February 2019, Warren Buffett admitted his mistakes regarding Kraft Heinz, acknowledging he overpaid and misjudged the battle between retail and brands. This article explores the rise of private labels, their threat to traditional brands, and strategies for traditional brands to respond, including building brand moats, leveraging the internet, diversifying channels, and seeking win-win cooperation.
FBIFHow a Trading Company Increased Net Profit by 2% in Six Months?
Mr. Wu from Yanji, Jilin Province, an agent for brands like Arawana, Wang Shouyi, Jiajia, Laoganma, Haitian, Liby, Xinxiangyin, and Qingfeng, with 1,600 terminal outlets and 70 million yuan in sales, found his company only broke even in 2018. After analyzing that management was the issue, he initiated reforms in August 2019, and by the end of January 2020, he had increased net profit from 0 to 2%. This article details his methods.
王晓彤Coke Not Tasty Anymore? Coca-Cola and Mengniu to Jointly Sell Milk?
According to the State Administration for Market Regulation, Coca-Cola and China Mengniu Dairy have received approval to establish a joint venture to produce and sell low-temperature milk products in China. The partnership leverages Mengniu's dairy expertise and Coca-Cola's global brand to tap into China's growing low-temperature milk market.
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