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One Ramen Brand Hits 250 Million: How Did Ramen Talk Achieve Crazy Growth?
Before the Spring Festival, Ramen Talk won the Tmall 2020 Potential New Star Brand Award, and after the festival, its co-branded 'Warm Heart Chicken Soup Noodles' with 999 Ganmaoling gained a wave of reposts and likes. Founder Yao Qidi aims to exceed 600 million in 2020, but with strong demand for instant food amid the pandemic, the target may rise to 1 billion. From a team of 3 to over 100, and from monthly sales of tens of thousands to 250 million in 2019, the Japanese-style instant food brand 'Ramen Talk' shows remarkable growth.
尚叔Vita Lemon Tea Poised to Become Next 5 Billion Yuan Product, But Faces Siege from Giants like Master Kong and Coca-Cola!
In recent years, the bottled tea market has seen a flurry of new products. Lemon tea, as a basic flavor in the tea beverage category, has evolved from being dominated solely by Vita Lemon Tea to attracting major players like Master Kong, Dongpeng, Coca-Cola, and COFCO, who have successively entered the market with their own offerings. As a niche segment, what does the future hold for the lemon tea market, and which brands might impact Vita Lemon Tea?
阿图Why Luckin Coffee Needed to Fake Its Numbers
In business history, many have challenged common sense and called themselves disruptors, only to end up bruised. This time, it's Luckin's turn. After the fraud was exposed, its stock plummeted 80%, dragging down神州租车. It's a lamentable result, but notably, consumers didn't lose—they even gained, with many showing off their coffee vouchers.
房煜As the Pandemic Winds Down and Schools Reopen, How Can FMCG Manufacturers Seize the Campus Market for Growth?
With the pandemic nearing its end and provinces announcing school reopening dates, a battle for the campus FMCG market is about to erupt. The campus market's relatively closed environment, concentrated consumer base, and higher purchasing power make it a crucial segment. This article discusses efficient incremental promotion methods for campus channels.
海游Defeating Quaker, Calbee and Other Cereal Veterans to Top Tmall's Cereal Category: The Story of the 'Fastest' Food Startup!
A food startup launched its Taobao store in May 2018, with sales exceeding 2 million yuan in the first month; less than a year later, in May 2019, it became the top seller in Tmall's cereal category, and by September, it ranked first in the entire Taobao/Tmall instant food category. In 2019, it participated in 11.11, defeating Quaker, Calbee and other cereal veterans to win first place in Tmall's oatmeal category, with annual sales growth of over 20 times; subsequently, it was named Tmall's 2020 Benchmark Brand and the No.1 new grain meal replacement brand most loved by consumers. This company is the internet-famous 'explosive' brand 'Wangbaobao' cereal.
袁来Strategic opportunities are waited for; tactical opportunities are sought!
Since the outbreak of the pandemic, the term 'opportunity window' has become popular, but only among professionals. The pandemic is both a disaster and an opportunity; when God closes a door, he opens a window. Some needs are rigid demands, and when traditional channels are blocked, new channels open up. New channels are new opportunities! Opportunities arise from changes in the environment. Because of the pandemic, some waited and suffered heavy losses, while others discovered opportunities and saw sales continue to grow.
刘春雄Genki Forest, Nongfu Spring, Oreo, Wangbaobao and Other Established and Emerging Brands Make the Tmall Top 100 'Good Products' List
In the context of consumption upgrading, the food industry, driven by consumer demand, must keep up with trends while strengthening quality management to win in the market, and the rational use of the internet and digital marketing can further enhance brands. The 'Tmall V List' is a category-specific recommendation list based on consumption data from Alibaba's platform users, combined with consumer selection results. It releases 10 to 20 star products monthly and serves as Tmall's official 'good products' list, a 'quality life shopping guide' that 'makes choices simpler'.
Iris JiaoWhy Do 80% of Distributors Fail with Professional Managers?
Many distributor owners find it hard to grow once their business reaches a certain scale, often due to limited personal energy, market conditions, or lack of management. To solve this, New Distribution invited Mr. Li Feng, Executive President of Anshan Hongye Hengda Trading, to share insights on how distributors can find reliable partners or professional managers.
李锋Product Sales = Customer Acquisition Volume × Average Order Value; Without Growth in Customer Acquisition, Sales Cannot Grow!
From the consumer perspective, brand sales growth depends on only two dimensions: more consumers buying the product (increasing customer acquisition volume) and consumers buying more per transaction (increasing average order value). For distributors, sales targets keep rising while sales budgets shrink, making traditional promotional and price-war tactics ineffective. If the target consumer base doesn't grow, sales cannot sustain quality growth. This article explores how brands and distributors can break traditional thinking and use cross-industry alliances to boost customer acquisition.
海游Financial Report | Tsingtao Brewery 2019 Revenue 27.98 Billion Yuan, Net Profit 1.85 Billion Yuan, Up 30.2% Year-on-Year
This afternoon, Tsingtao Brewery, one of the five major industrial beer giants, released its 2019 performance announcement. According to the financial report, the company achieved revenue of 27.98 billion yuan in 2019, a year-on-year increase of 5.3%; net profit reached 1.85 billion yuan, a significant year-on-year increase of 30.2%. Among them, the main brand Tsingtao achieved revenue of 17.38 billion yuan, up 7.83% year-on-year. Other brands represented by Laoshan achieved revenue of 10.24 billion yuan, a slight increase of 1.21% year-on-year. While revenue grew, the operating cost of Tsingtao Brewery in 2019 increased by 3.17% year-on-year, which the financial report attributed to rising prices of major raw materials and packaging materials and changes in product structure.
New DistributionEssential for City Managers | A Battle Map for Omnichannel Distribution Strategy in Frontline Markets
A city manager, exhausted from late nights, reflects on the changing market landscape with more fragmented channels. He proposes a 'omnichannel growth, sell-through first' strategy, emphasizing precise distribution, price chain management, product differentiation, ROI-focused promotions, and localized brand building, along with organizational upgrades in details, resources, co-creation, and talent.
许翔 Ryan XuHow Can a Cross-Regional, Multi-Category, Multi-Brand Distributor Set Up a Branch Company Within 2 Weeks?
As e-commerce impacts first-, second-, and third-tier cities, distributors in these areas face increasing difficulties, while fourth- and fifth-tier cities and county-level markets are less affected, prompting more distributors to focus on county markets. To successfully expand into county markets, this article, based on the practical experience of Mr. Li Feng, Executive President of Anshan Hongye Hengda Trading, discusses the necessity of setting up a branch company and provides a step-by-step guide to establishing one within two weeks, including sales strategies for the startup phase.
李锋Gaoxin Retail 'Marking Time': Hypermarket Merchandise Sales Negative Growth, Fresh Food Business First to Profit
Hypermarket performance continues to decline, while fresh food online accelerates. On March 17, Gaoxin Retail (06808.HK) released its 2019 annual report. During the reporting period, Gaoxin Retail's total sales revenue was 101.868 billion yuan, a year-on-year increase of 0.5%; operating profit was 4.890 billion yuan, up 4.1% year-on-year; profit attributable to shareholders was 2.834 billion yuan, up 14.4% year-on-year. Although total revenue and net profit increased, and the fresh food e-commerce business achieved profitability, revenue from sales of goods in Gaoxin Retail's total revenue was 91.279 billion yuan, a year-on-year decrease of 4.5%, marking the second consecutive year of negative growth in this main revenue source.
郑婷婷 黄兴利How a Fortune 500 Company Achieves Digital Management of Sales Associates
Sales associates are in-store sales personnel deployed by manufacturers, distributors, or third-party outsourcing companies to retail outlets, with varying titles across industries, such as promoters or beauty advisers. They are the closest to consumers, crucial for boosting sales, average transaction value, and repurchase rates, yet the farthest from brands and numerous, making management and motivation a challenge. This article uses a Fortune 500 daily chemical company's case to explain management and efficiency improvement from four aspects: assessment and incentives, AI empowerment, digital operations, and building a learning organization.
阿彪Incentive Handbook for Frontline Sales Staff
Whether for FMCG companies or distributors, products are ultimately sold by frontline sales staff. FMCG companies face the national market, while distributors deal with retail outlets scattered across various regions. With dozens or even hundreds of salespeople, most of whom are not under the boss's direct supervision and spend their days in the market, it is crucial to use incentives to achieve set work goals. This article explores incentive methods for frontline sales staff from the perspectives of FMCG companies and distributors. Effective incentives can boost employee motivation; conversely, poorly designed incentives can lead to losses.
潘利华How to Turn Around a Market That Has Been 'Ruined'?
In the FMCG industry, marketing teams and distributors often face the challenge of taking over a 'ruined market'—one that has deteriorated from a previously good state, making it harder than a new market due to poor terminal relationships, unresolved issues, and lack of breakthroughs. To break the deadlock, this article proposes a systematic approach: first, set clear goals through 'four determinations' (market, policy, target, incentive), then take proactive actions through 'four do's' (stocking, display, notification, reward), ultimately revitalizing the market.
海游Why Do Trading Companies Exist and Where Are They Headed?
This New Year has brought many challenges: the outbreak of the epidemic, mass quarantine, store closures, the surge of home delivery and group buying, some categories experiencing stockouts, and others oversupply. Amidst these pressures, sensational claims like 'New retail is here, the value of distributors has disappeared' have emerged. Distributors are left wondering why they still exist and where they are headed. There are many perspectives to answer these questions, but flashy new terms only cause anxiety. Sometimes, thinking through fundamental logic simplifies things. Below, we share a more basic line of reasoning.
刘华明China Resources Beer's First Financial Report After Acquiring Heineken: Net Profit Up 34.3%, and New Strategy Announced!
Today, China Resources Beer (Holdings) Company Limited announced its full-year results for 2019. According to the report, the company achieved consolidated turnover of RMB 33.19 billion, up 4.2% from RMB 31.867 billion in 2018; net profit reached RMB 1.312 billion, up 34.3% year-on-year; and profit before interest and tax was RMB 2.163 billion, up 47.6% year-on-year. -01- Analysis of the report shows that the growth was mainly driven by four factors: 1. Implementation of capacity optimization...
何年How Distributors Can Recruit and Retain Talent After Work Resumes
As of March, due to the pandemic, most distributors' businesses have been intermittent and essentially stalled for two months. Now is the real start of their business, and at this point, distributors need to consider recruitment, followed by management and retention. New Distribution invited Mr. Li Feng, Executive President of Anshan Hongye Hengda Trading, to share how distributors can efficiently recruit, manage, and retain talent, preparing for business growth in 2020.
李锋Why Did Dai Luobo Die in the 'Spring'?
The story of Dai Luobo, a fresh food retail platform in Hefei, bears many similarities to that of ofo. Despite the pandemic boosting orders for many fresh food platforms, Dai Luobo entered bankruptcy reorganization on March 11, 2020. The article analyzes the reasons behind its failure, focusing on the lack of consumer trust and the flaws in its business model.
商业茶馆Where Is Revenge Spending? Only Revenge Saving!
The article argues that the COVID-19 pandemic is accelerating economic hardship, leading to price increases and a decline in consumption, contrary to expectations of a post-pandemic spending spree. It highlights that consumers are more likely to save than spend, as many face salary cuts or job losses.
十里As the Beverage Peak Season Approaches, How Can Sales Reps Invest Funds Accurately, Steadily, and Decisively?
The FMCG market is increasingly competitive, with rising terminal grabbing and escalating costs. How to use limited funds to generate more impact in an infinite market is a key concern for all manufacturers and distributors. This article starts with three cases to illustrate common problems in terminal expense investment, such as blind selection, lack of tracking, and complex reimbursement processes, and then proposes seven strategies leveraging digital tools to optimize expense management.
邢仁宝If You Had 100 Million Yuan for Market Terminal Expenses, How Would You Invest to Ensure Returns?
If you were given 100 million yuan for market terminal expenses, how would you allocate it? In the FMCG sector, besides end consumers, the most important are traditional offline retail outlets. There are nearly 5 million mom-and-pop grocery stores in China alone, plus hypermarkets and convenience stores, totaling about 6-7 million retail terminals. These terminals are business entities in themselves. Both distributors and brand owners must consider investing in them to encourage them to sell more of their products. When it comes to investment, the question of how to invest inevitably arises.
潘利华Why Do Physical FMCG Businesses Underperform Internet Virtual Ones?
Using internet thinking to guide and even iterate traditional FMCG product management has been a topic on my mind since entering the internet industry. Internet products update and iterate several times faster than physical products due to their virtual nature, efficient user reach, full-chain digitalization, and low iteration costs. Opening the App Store on an iPhone and searching for Taobao, the current version is 9.4.0; clicking into version history clearly shows each iteration's reason, and over a longer timeline, these reasons reveal Taobao's overall operational strategy.
胡昊