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The Next Five Years of Premium White Milk: Which Tracks to Seize?
Since Telunsu's debut in 2005, the premium white milk market has grown rapidly, with Telunsu and Jindian leading the way. As channel dividends fade, product upgrades and premium pricing will drive future growth, with opportunities in organic, low-fat, high-protein, and lactose-free segments.
FBIFFive Years, Four Victories: The Winning Strategy of China's First 'Blue Army' in Beer
Since 2014, Tsingtao Brewery established its 'Blue Army' innovation marketing division to tackle the industry's downturn and brand aging. Through four major campaigns—craft wheat beer, ultra-premium beer, private customization, and e-commerce—the Blue Army achieved victories, revitalizing the brand and setting a benchmark for innovation.
李青林How Laocunzhang Achieved 6 Billion in Sales with a Bare-Bottle Liquor?
Laocunzhang is another industry anomaly in the mass liquor era besides Niulanshan. Because it is not a listed company, it is not easily noticed and exploited by the keen capital market early; also because its selling price is lower than Niulanshan, it is regarded as an un-copyable outlier by most mainstream enterprises in this industry that pay taxes in a standardized way. However, after multiple verifications, the author speculates that its actual sales may be astronomical. Considering multiple factors such as reasonable avoidance of low-end liquor tax burden, authorized remote filling, and sales discounts, several industry experts speculate that the actual shipment sales may be close to 6 billion...
刘义军Salespeople who don't obey orders, and those who obey don't make money. Managing salespeople requires real skill!
Recently, I organized a mid-to-senior management review of 2019 HR work, which gave me much to reflect on. Personnel, especially talent, attrition can cause significant losses to a company, and losing talent to competitors doubles the damage. A qualified operator focuses on two things: personnel and finance. In my view, personnel work is even more important than finance; it can be understood as: with 'people' (talent) there are 'things' (tasks), and with 'things' there is 'market' (market share). Today, I'll share how to view team management from an HR perspective.
海游Qiaqia Food's Net Profit in First Three Quarters Increased by 32.27%, Joining Forces with Focus Media to Target 10 Billion Revenue
On the evening of October 17, Qiaqia Food (002557.SZ), a leading nut company, released its third-quarter report for 2019. During the reporting period, the company achieved operating revenue of 3.219 billion yuan, a year-on-year increase of 10.64%, and net profit attributable to shareholders of 400 million yuan, a year-on-year increase of 32.27%. Notably, Qiaqia's single-quarter revenue in the third quarter was 1.232 billion yuan, a year-on-year increase of 19.01%, with a significant sequential improvement in revenue growth. Core products such as the blue bag flavored sunflower seeds and the small yellow bag nuts maintained strong growth.
New DistributionJD New Channel and Unilever Upgrade Strategic Cooperation, Join Forces with Wall's to Build Intelligent Channel for Low-Temperature Products
On October 21, JD New Channel signed a strategic cooperation agreement with international ice cream brand Wall's. The two parties will combine their advantages in brand, channel, logistics, etc., to deepen cooperation, further promote retail model innovation, achieve complementary advantages, and build an intelligent channel for low-temperature category products. The signing ceremony was attended by Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Channel Business Unit, and Xu Yucong, Vice President of Unilever's Ice Cream and Beverage Division and General Manager of Wall's.
New DistributionThree Minutes to Understand What AI Can Do for FMCG Companies
In fact, your terminal displays can be more vivid! Do you know that terminal shelves are messy, core products are not on the shelf, and the share of shelf space is not up to standard? Do you know that the purity of terminal freezers is insufficient, your product's shelf space is squeezed, and competitors are prevalent? Since 2019, brand owners have heard the most about digitalization and AI intelligence. At the Alibaba Cloud New Retail conference a few days ago, it was directly synthesized into: digital intelligence. For a time, major brand owners in the FMCG industry were talking about digital transformation and conducting AI image recognition POC selection, hoping to use AI technology to achieve vivid terminal displays for their enterprise customers, which is the "Perfect Store" plan that everyone is talking about.
提升企业销售效率40 Years of Counterfeits in China
A look at China's commercial history reveals that counterfeits emerged almost simultaneously with the reform and opening-up. During the planned economy era, factories were either collectively or state-owned, leaving little incentive for profit, so counterfeits were rare. As China transitioned to a market economy, individuals could establish companies for production, processing, and sales, leading to a surge in demand and shortages, which, combined with the pursuit of economic benefits, caused a proliferation of knockoffs and fakes. The article traces the evolution of counterfeits from low-end to high-end, from offline to online, and examines the underlying logic, including economic development, consumer demand, low manufacturing barriers, and price and cognitive factors.
李青林When a Distributor Marries a Manufacturer: How to Manage the Marital Relationship
The relationship between manufacturers and distributors is often debated, with various metaphors like fish and water, partners, or lovers. This article argues that the ideal relationship is akin to a marriage, characterized by equality, mutual love, benefit, and shared goals. It analyzes the needs of both parties and provides practical advice on how to maintain a harmonious and productive partnership.
海游Re-empowering Distributors: Brand Channel Transformation through Full Authorization and Small-Team Operations
Amid China's economic slowdown, market fragmentation, and e-commerce impact, FMCG companies face challenges in traditional channels and sales bottlenecks. This article explores how to innovate marketing organization and channel collaboration, break organizational boundaries, and create an enabling integrated marketing channel, using Yihai Kerry's marketing empowerment organizational transformation as a case study.
高松Zong Qinghou: Private Enterprises Need Not Worry About Succession; Everything Will Work Out
In an exclusive interview, Zong Qinghou, founder of Wahaha, reflects on the company's 32-year journey, emphasizing the need for a 'second startup' through innovation in management, products, and marketing. He also discusses the 'Danone-Wahaha dispute,' the role of first-generation entrepreneurs, and his views on China's economy, urging for reforms in healthcare, education, and housing to boost domestic consumption.
侯润芳 程泽In-depth: How Should New Brands Really Be Built?
Brand is an eternal topic. Last month, Diao Ye's two articles on consumption waves sparked widespread discussion about new brands, but no clear conclusion was reached. In a recent in-depth interview with Ma Zhantian and Wang Yi of Xinyi Capital, we gained different insights. They believe that new brands should focus on two key points: staying close to user needs and leveraging supply chain advantages to create cost-effective products. Long-term, success in China's consumer market requires a balance of traffic, product, and channels to build a brand worth over ten billion yuan.
曹瑞Year-End: How Should Regional Managers Select Distributors?
As the fiscal year for beverage companies draws to a close, many are reviewing their performance, with a key focus on selecting distributors for the coming year. The relationship between brands and distributors is delicate—mutually dependent yet mutually exclusive. Choosing the right distributor can double your results with half the effort, while a wrong choice can have the opposite effect. This article explores several dimensions to consider when selecting regional distributors.
海游Want Want's Second Venture: Distributors' Future Earnings Lie in 'Management Profit' Rather Than 'Opportunity Profit'
Distributors have always focused on three things: managing people, reaching end consumers, and making money. However, the environment is changing as China's FMCG industry shifts from a growth market to a stock market. With product homogenization, low employee income, and channel saturation, distributors need to shift from relying on 'opportunity profit' to 'management profit'.
New DistributionThe Second Half of the Leisure Snack Industry: Under Diversification Strategies, Leading Brands Enter Different 'Tracks'
The leisure snack industry is set for a new phase. As the 'fourth meal,' it has always attracted attention. This year, Three Squirrels and Youyou Foods have gone public, while brands like Bestore and Ganyuan Food are in the IPO process. On one hand, the market is vast with optimistic prospects; on the other, intense competition and homogenization among leading brands make it urgent for companies to find their positioning and differentiate to capture consumer mindshare.
贾祺Products Not Selling? 12 Symptoms and 16 Solutions
When products fail to sell at the retail level, it simply means customers aren't opening their wallets. This article identifies 12 common reasons why customers don't buy, such as being captured by competitors, not seeing the product, or perceiving defects, and then provides 16 practical solutions categorized by sales phenomenon and product type.
郭旭Why Is It That All Purified Water, Some Sells for 2 Yuan, While Others Sell for 38 Yuan?
A 500ml bottle of purified water can be priced at 2, 3, 5, or 38 yuan. Why? Pricing is a strategy! It involves brand positioning, market opportunities, product features, and user perception. Pricing not only determines the customer base, competitors, and internal and external profit distribution, but also the allocation of core resources.
崔德乾Is the E-Cigarette Industry a Good Business at the Forefront?
Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment.
New DistributionTo Distributors: How Should You Treat Your Salespeople?
For trading companies, salespeople are one of the most important assets, and excellent salespeople are especially valuable. Bosses often don't know how to treat them properly. This article analyzes the concerns bosses have about salespeople and the needs of salespeople, and provides solutions to address these issues, such as improving recruitment and training, implementing CRM systems, offering competitive compensation, creating a comfortable work environment, and providing career development opportunities.
邓杰The Battle of Two Beverage Giants: PepsiCo's Customer Loyalty Program vs. Coca-Cola's Total Beverage Strategy
Since 2013, carbonated beverage companies have faced their darkest hour as consumer tastes shift and sales decline. In response, PepsiCo has launched a customer loyalty program offering rebates, while Coca-Cola has pursued a total beverage strategy, diversifying into healthier options and new categories.
MorketingThe Bottleneck for 50 Million Distributors: Success in Marketing, Failure in Management!
At the 2019 China FMCG Conference organized by New Distribution in August, Mr. He Jianfeng, founder of Chengpu Henghe, shared the 'Nine Swords of Digital Distribution' for digital distributors. This article interprets these principles to explore how distributors can improve internal operations and management in the digital era, emphasizing scale, standardization, and process optimization.
袁来Regional Manager Annual Budget Planning Guide | Calculate Smart, Execute Well!
In golden October, as the annual beverage sales work draws to a close, the most important task besides sales performance is preparing the 2020 budget. Budgeting is both crucial and tedious: it guides next year's sales, profits, staffing, and market investment, yet requires meticulous attention and constant revision. Drawing on over a decade of budgeting experience, the author shares insights, outlining a five-stage process from reflection to finalization.
海游Difficult Product Selection, Difficult Channels, 90% of Distributors' Performance Declining?
In exchanges with distributors, many reported unsatisfactory performance this year, with some even saying, "The situation is bad, and it's estimated that 90% of distributors will see a decline in performance." What do you think about this data? Besides the registration dividend mentioned earlier, this topic is also worth exploring. The polarization is intensifying, with performance showing a stark contrast.
孙英The 70% Low-Concentration Juice Market Is Declining: Where Is the Juice Market Headed?
On September 26, Luckin Coffee once again 'crossed over' by announcing a strategic cooperation agreement with Louis Dreyfus Group to jointly build a production facility focused on NFC juice and develop a high-quality juice co-brand in China. Similarly, in recent months, Nongfu Spring has been continuously strengthening its presence in the juice market, not only innovating in low-temperature NFC but also upgrading its Nongfu Orchard brand in early September, increasing the juice concentration from 30% to 50%. Whether entering or upgrading, the juice market is undergoing a structural transformation.
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