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Major Food Industry Event | Dongjin Group and Focus Media Reach Annual 100-Million-Yuan Strategic Cooperation
With the advancement of the "Internet+" strategy, many industries have taken major actions. Recently, Dongjin Group, which has always focused on product upgrades and brand strategy, reached a 100-million-yuan strategic cooperation with Focus Media. In this regard, senior industry insiders said that this strong alliance will herald that the series of products under Dongjin Group, represented by Ricaman functional drinks, have entered the brand detonation stage and a new high-speed development zone.
New DistributionHow to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?
The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products.
袁来Should Targets Be Lowered Amid the Pandemic?
A private board advisor advises that if targets are unlikely to be met due to the pandemic, they should be adjusted appropriately. He emphasizes that good targets should be achievable with effort, and suggests methods for adjustment, including referencing GDP forecasts or adding special incentives.
刘润From National-Chic Packaging to 'Micro-Sparkling Water': Can Jianlibao Disrupt the 'Happy Water' Market?
Many consumers have a love-hate relationship with carbonated drinks, enjoying the taste but worrying about sugar and calories. In recent years, a subcategory of carbonated drinks—sparkling water—has attracted giants like Pepsi and Coca-Cola abroad, and multiple domestic brands have launched related products. These sparkling waters typically feature low-sugar/no-sugar and low-calorie health benefits. According to Kantar Worldpanel household data, while low-sugar carbonated drinks account for only 3% of total carbonated beverage sales, their sales growth rate is as high as 85.7%, far exceeding the overall category.
FBIFMarket: Online, Offline, or Community? How to Integrate the Three?
The article discusses the integration of offline, community, and online spaces through three paths, emphasizing the importance of three-dimensional connection for marketing. It highlights the need for high-density communication to achieve brand recognition and suggests strategies like rolling and sensational tactics for competitive advantage.
刘春雄Budweiser APAC's '100 Days of Fighting the Epidemic'
2020 was supposed to be a big year for sports, but with the global spread of the pandemic, the Olympics, the European Championship, and NBA events were postponed or canceled, plunging FMCG industries that rely on offline consumption into a vortex of uncertainty. How to 'survive the ordeal' has been the challenge facing these industries over the past three months. According to analysis by Sinolink Securities Research Institute, under optimistic, neutral, and pessimistic scenarios, beer production growth in 2020 would be 0%, -1.5%, and -3.4% respectively. Facing the impact, the emergency response of global beer giant Budweiser Group in the Chinese market has provided a reference for teams in other countries deeply affected by the pandemic, and also offers a window to observe the possibilities for industry development.
New DistributionA 4 Billion Yuan Self-Heating Food Market: Is Success Only Because It's an 'Internet Sensation'???
Thanks to novel preparation methods and addictive flavors, self-heating foods have grown rapidly in the past two years, especially during this year's pandemic when users stockpiled them, leading to multiple reports of category sellouts. According to public reports, China's self-heating food market was about 3.5 billion yuan in 2019. Under the pandemic, the market expanded further, with 2020 scale expected to reach 4 billion yuan. Why has self-heating food grown so fast in recent years, how should we view its development, and where will future growth points lie? Today, let's explore these questions together.
阿图The Mystery of Nongfu Spring's Wealth Creation: 60 Cents Profit per 1 Yuan of Water Sold, 66-Year-Old Founder's Family Holds Over 93% Stake
After a decade of IPO rumors, Nongfu Spring finally filed its prospectus with the Hong Kong Stock Exchange on April 30, revealing its financials. The company's packaged water segment boasts a gross margin exceeding 60%, and founder Zhong Shanshan and his family hold over 93% of the shares.
财天作者Where Should My Products Be Sold and How Should the Channel Be Designed?
Where to sell products is a question every FMCG practitioner faces. Although mature companies have established channel models, channel design is not static. Given rapid market changes, increasing channel fragmentation, China's vast geography, and complex retail formats, designing an effective market channel is crucial for FMCG manufacturers' survival and growth.
潘利华“Channel is King” No Longer Works—Where's the Problem?
For those with over a decade in marketing, the phrase “channel is king” likely comes to mind. A decade later, this channel-centric view no longer holds. Where's the problem? This article explores how to navigate channels in the new landscape.
时靖玮Opportunity or Challenge? How the Pandemic Affects Food Companies
The pandemic has accelerated changes in consumer demand for food, with increased focus on health, nutrition, and convenience. While presenting challenges, it also offers opportunities for food companies to innovate and adapt to new consumption patterns.
王城 韩肖 项佳丽Coca-Cola Announces Reduction in Global Marketing Investment and Strategic Deployment Across 4 Areas
As the COVID-19 pandemic continues to spread globally, economies worldwide are suffering varying degrees of impact, especially for large multinational corporations. On April 21, Coca-Cola reported a 25% decline in global sales since the second quarter, with nearly all declines attributed to away-from-home consumption. In response, the company announced it would reduce marketing costs globally.
MorketingKPI Assessment for Frontline Sales Staff: Assess What You Want; Reward First, Penalize Second!
In the post-pandemic era, many distributors' businesses are gradually returning to normal, but a common topic among peers is that sales staff are increasingly difficult to manage, and despite decent pay, they can't be retained. The key issue lies in management misconceptions, especially in performance-based pay assessment. If sales staff are dissatisfied, they leave, and the business suffers. This article outlines seven common mistakes in KPI assessment and offers practical advice.
李锋Understanding the Underlying Logic Behind Genki Forest's Rapid Rise
From a practical standpoint, Genki Forest, a startup focused on sugar-free beverages, achieved a high valuation in a niche market within just three years of its founding, making its brand marketing model worthy of study. One of the four key insights from Genki Forest is avoiding the 'minefield' of product innovation: for growing companies, using category innovation to solve marketing dilemmas requires caution; finding a small niche in a large market for product innovation is more effective. In today's market environment, a well-suited and rich product matrix is more growth-oriented than a single product.
卓朴品牌营销Frontline | A Comprehensive Overview of Tactical Strategies for FMCG Regional Markets
This article is a companion piece to the previous one, focusing on practical tactics rather than strategy. It addresses common questions from distributors and brand managers about how to grow their market share, offering a systematic breakdown of tactical approaches based on different competitive scenarios.
高级研究员 海游Discounts and Price Cuts No Longer Work: How Can Food Promotions Win Hearts?
The pandemic has shifted daily life online, making e-commerce and digital strategies crucial for food brands. However, online promotions require more than just price cuts; they must engage consumers' hearts and minds. This article analyzes innovative online promotion tactics, using Telunsu's QR code campaign as a case study, and discusses how to win and retain customers through personalization, emotional connection, and private traffic.
FBIFHow to Manage Post-95s and Post-00s FMCG Sales Representatives in the Frontline Market?
As more post-95s and even post-00s enter the workforce, frontline sales representatives in the FMCG industry are being replaced by these young people. How should these young sales reps be managed? They are smart, eager to learn, and willing to change, but they lack experience, patience, and dislike being disciplined. Traditional training methods, such as hiring external trainers or having excellent office managers serve as internal trainers, are outdated. A platform-based thinking approach is needed to manage young people effectively.
潘利华Practical Guide | Business Management + Digital Tools: A Complete Business Management Checklist for Frontline Supervisors!
This article uses the case of Xiao Zhang, a newly promoted regional sales supervisor, to illustrate common challenges faced by frontline sales managers, such as cumbersome reports, complex expense verification, ineffective coaching, and team management issues. It then provides an eight-point analysis of these pain points and offers solutions using digital tools to improve efficiency, team development, and overall performance.
邢仁宝A Regional Manager's Essential Disciplines
This article discusses the essential disciplines for a regional manager, using Coca-Cola as an example. It emphasizes the importance of accurate customer data, target decomposition and tracking, and effective report management to drive performance and achieve results.
老章Mizone 'Plots Big Move' to Seize Pre-Season Growth, Launches Largest Brand Upgrade in Recent Years
Mizone, which accounts for one-third of Danone's sales revenue in China, is making a big move. Today, Mizone announced the official launch of its largest brand upgrade in recent years. The new Mizone will not only adopt a new brand slogan, 'Mizone by Me,' but also upgrade its product formula, innovate flavors, and debut a new packaging design. Given the impact of the pandemic on the beverage industry in the first quarter, this timing is crucial for the upcoming peak season. By announcing the brand upgrade now, Mizone aims to secure an early advantage in this year's beverage sales season.
New DistributionReflections and Summary of an FMCG Regional Manager
This article shares the author's reflections and summary of daily work as a regional manager, aiming to improve management skills and help new regional managers. It discusses channel customer management, positioning of different channels, and building relationships with key accounts, emphasizing the importance of school, internet cafe, and tourism-related channels.
老章City Manager in a First-Tier City: When Prices Were Chaotic Across 3 Channels Before, How Should Prices Be Managed Across 8 Channels Now?
At today's weekly meeting, the discussion was particularly intense, and a meeting that would normally end in an hour had already lasted over two hours... Lao Wang felt that more debate wouldn't change the old problems, so he quickly called a halt: 'Price chaos is not a new problem! Market prices are chaotic every day! Don't just complain! Previously, you complained about hypermarkets and cross-regional channel stuffing, and now you're complaining about e-commerce and B2B. Is there no end to this?' Years pass, people change, but the flowers bloom similarly each year. In fact, Lao Wang himself knew that price conflicts truly never end...
许翔 Ryan XuHow Distributors Can Reduce Expiry Losses to Below 0.1%
Expiring, damaged, or expired products are a major headache for distributors, often consuming up to 50% of their net profit. To address this, New Distribution invited Mr. Li Feng, Executive President of Anshan Hongye Hengda Trading, to share how his company controls expiry losses to below 0.1% on annual sales of 300 million yuan.
李锋“No-Additive” Jane Yogurt Faces Questions: How Does It Justify Itself?
Jane Yogurt, a popular high-end yogurt brand known for its 'no-additive' concept and annual sales of 600 million yuan, has been questioned by Zhihu users about its ingredients and the 'Nothing Else' slogan being a registered trademark. The brand has denied the allegations and threatened legal action. Industry experts say 'no-additive' is just a marketing gimmick, and the brand's growth may slow due to increased competition and the impact of the pandemic on consumption.
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