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From 'Consumption Upgrade' to 'Consumption Stratification': How Should We Do Marketing?
This article is authorized and written by Ding Ding. It argues that while we are in an era of 'consumption upgrade', it is more accurately an era of 'consumption stratification'. The author emphasizes that society is highly stratified, and marketing must be precise, targeting specific user groups with personalized brands, community-based channels, and social communication.
粉丝工场创始人丁丁What's Wrong with Hema?
In March 2019, two speeches stirred the stagnant new retail sector, both centered on Hema, the most important benchmark case. One was Hema CEO Hou Yi's admission at a forum that the company's "pit-filling battle" had led peers into a trap; the other was Alibaba CEO Zhang Yong's internal message at a Hema management meeting: "Hema must sprint to survive, and run longer."
天行健M2C Model: Building the Second Engine for Enterprise Performance Growth
The following is the speech content delivered by Mr. Ren Xiaodong, partner of New Distribution, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Today, my sharing topic is 'M2C Model: Building the Second Engine for Enterprise Performance Growth.' In the context of enterprises' omnichannel marketing strategy, in addition to public domain traffic tactics, there are also private domain traffic tactics. We have summarized a set of M2C models, also known as enterprise C-chain construction. This is a summary of our experience in helping six or seven enterprises in practice over the past few years. Around M2C...
任小东Former Jianlibao Deputy GM Returns After 17 Years on the Run: What Was the Case About?
Yu Shanfu, former deputy general manager of Guangdong Jianlibao Group Co., Ltd., returned to China to surrender to disciplinary and supervisory authorities after nearly 17 years on the run. Yu fled in 2002, when the founder of Jianlibao and three deputy general managers were taken in for investigation and later sentenced to prison. Moreover, when mentioning Jianlibao, one cannot avoid the name of former chairman Zhang Hai, who is also currently on the run.
New Distribution4 Years, 3 Warehouses: After Turning Profitable, He Says the Secret to Unified Warehousing and Distribution Is...
The following is the speech delivered by Xu Zhen, founder of Qingdao Lianshang Logistics, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. The main topics are threefold: first, my journey in unified warehousing and distribution; second, how to achieve profitability in unified warehousing and distribution; third, how to set charging standards.
徐桢"High-end" saved the instant noodle market, but you may face the embarrassment of not being able to afford it
The recovery of China's instant noodle market is becoming increasingly evident. According to Nielsen data, in 2018, instant noodle sales volume grew 3.2% year-on-year, and sales value grew 8.0%. Meanwhile, the 2018 annual reports of Master Kong and Uni-President confirmed the industry's recovery, with their instant noodle revenues increasing 5.73% and 5.66% respectively. Industry insiders point out that under the consumption upgrade trend, companies like Master Kong and Uni-President are upgrading and innovating their products to meet consumers' increasingly diverse needs, which is a key reason for the market's recovery. However, consumers seem less receptive to the continuously upgraded high-priced, high-end noodles than companies expect. Some netizens exclaimed, "If we don't work hard, we can't even afford instant noodles!"
闫淑鑫2018 Mengniu Annual Results Released: Several Highlights Repeatedly Emphasized by Lu Minfang!
On the evening of March 27 (yesterday), Mengniu released its 2018 annual results announcement. In 2018, Mengniu's revenue reached 69 billion yuan, up 14.7% year-on-year; net profit was 3.043 billion yuan, up 48.6% year-on-year. This is the third annual report card delivered by Mengniu's new management team. Since the new management team led by Lu Minfang took office, they have carried out systematic reforms at Mengniu. Revenue growth went from 9.7% in 2016 to 11.9% in 2017, and then to 14.7% in 2018. Net profit went from a loss in 2016 to a profit of over 3 billion yuan in 2018.
New DistributionP&G: Brand Strategy for the New Era of Post-00s Consumers
P&G has been in China for 30 years, and despite being a century-old company, it continues to seek innovation, fully implementing a strategy of youthfulness and personalization. In the era of social consumption, young people are a major consumer force that cannot be ignored; winning over the youth means winning long-term loyal fans and assets for the brand. This time, P&G has set its sights on the post-00s generation. 2018 marks the coming-of-age year for post-00s, as the first batch enters adulthood and society, opening a new era for them. With a population of 147 million...
黄薇VeraWang Jinghua of Miduo: How to Use a Software System to Master 'New Marketing'?
The following is the speech delivered by Wang Jinghua, CEO of Miduo, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Understanding the essence of business is the prerequisite for understanding 'new marketing'. Wang believes that the essence of business is to deeply bind customer relationships, and brand owners must keep customer-centricity in mind.
王敬华Uni-President's 2018 Profit Reaches RMB 1 Billion, Up 17.2% Year-on-Year
On March 22, Uni-President announced that its 2018 revenue was RMB 21.772 billion, up 4.6% year-on-year, with a gross margin of 33.5%, up 1.9 percentage points from the previous year. Profit attributable to equity holders was RMB 1.029 billion, up 17.2% year-on-year. Revenue from its instant noodle business, beverage business, and other food products all increased during the period. Specifically, instant noodle revenue rose 5.7% and beverage revenue rose 3.6%, reaching RMB 8.425 billion and RMB 12.619 billion respectively.
New DistributionWang Qi of Weijie City Distribution: "Win First, Then Fight" Is an Important Methodology for Enterprise Development!
The following is the speech content delivered by Mr. Wang Qi, CEO of Weijie City Distribution, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and released for readers. On March 22, 2017, I also reported on Weijie's exploration in the city distribution market at the New Distribution conference in Chengdu. Today marks a two-year review. Has Weijie achieved my original vision and plans with its performance? Looking back, it's passable: First, the competitive landscape of the city distribution industry has changed significantly; some well-known peers are facing difficulties, but we haven't gone bankrupt and are developing well. Second, the transformation of FMCG and retail formats has been significant; benefiting from correct strategic foresight, we have achieved more than double revenue growth each year.
王琦Shunfeng Group Chief Product Officer Pang Geliang: The Right Posture for +Internet
The following is the speech delivered by Mr. Pang Geliang, Chief Product Officer of Shunfeng Group, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. People who start businesses after leaving Huawei often find it hard to succeed—why? Because they are too serious, and being too serious makes consensus difficult. For example, I spent a long time writing this PPT, nearly a hundred pages, and I know I can't finish it in 30 minutes, but I don't want to disappoint your expectations, so I still want to share my 20 years of work experience and some thoughts on the Internet with you.
逄格亮How Budweiser Understands the New Channel Capabilities of Digitalization?
The following is a keynote speech delivered by a Budweiser executive at the 5th FMCG + Internet Conference hosted by New Distribution, revealing Budweiser's understanding of channel digitalization. To cope with market changes, first, organizational restructuring is required, demanding more professional strategies rather than relying solely on traditional sales structures; second, visit strategies and in-store sales tactics should shift from a single-person approach to a 360-degree new visit strategy combining online and offline, enhancing sales efficiency to cover more stores and create higher returns.
百威News Flash | China Resources Beer 2018 Revenue Up 7.2%; Coca-Cola Launches New Flavored Sparkling Water; AB InBev May See First Chinese Female Independent Director; New Easy-Open Can...
Coca-Cola introduces three new flavors of sparkling water under its Smartwater brand. China Resources Beer reports 2018 revenue of 31.867 billion yuan, up 7.2% year-on-year. AB InBev nominates Liu Xiaozhi as independent director, potentially the first Chinese female in that role. Other news includes Toly Bread's earnings growth, Huishan Dairy's restructuring vote delay, and more.
New DistributionReport | Research on the Development of New Marketing Models for Chinese Baijiu Enterprises in 2019
This report analyzes the development of new marketing models for Chinese baijiu enterprises, covering the background, evolution paths, implementation tools, and four typical cases. It emphasizes the shift from traditional to digital marketing, driven by changes in market environment, consumer demand, and technology.
乔运昌Liu Bo, Senior Vice President of BEST Inc.: Open Strategy for the Full-Chain Internet of FMCG Industry
At the 5th FMCG + Internet Conference hosted by New Distribution, Liu Bo, Vice President of BEST Inc. and General Manager of BEST Store Plus, delivered a keynote speech on March 16. He discussed the differences between consumer internet and industrial internet, emphasizing that the core of industrial internet is supply chain, not traffic. He outlined a three-step development path (digitalization, algorithms, and supply chain fulfillment) and shared cases of empowering distributors and brands through digital transformation.
刘波Marketing in the Past Was Mass Sales; in the Future, It Must Drive Brand Growth!
The advertising and marketing industry, which began in the industrial era, has traversed 150 years and is about to enter its second half, with the present being a transitional period. Everyone is anxious, exploring, and pondering what to do next and where the future lies. Recently, CEIBS held a CMO forum on 'Brand Growth Drivers,' inviting CEOs and CMOs from Alibaba, Nike, Coca-Cola, Accenture, and others to discuss brand growth. The forum, though not grandly publicized, featured speakers from academia, top international brand CMOs, and marketing executives from Accenture and GroupM, with over 200 brand marketing leaders in attendance.
杨不坏MoLi Hutong CEO Cao Jun: The Thinking Logic for FMCG Companies to Achieve Counter-Trend Growth
At the 5th FMCG + Internet Conference, MoLi Hutong CEO Cao Jun shared insights on how FMCG companies can achieve counter-trend growth. He emphasized that digitalization is not the answer; instead, companies must use technology to transform their business models, focusing on the essence of FMCG (homogeneity and low involvement), and prioritizing employee care and fair incentives to drive performance.
曹峻Pinlan CEO Li Yifan: Using AI to Empower Channel Digitalization
At the 'Breakthrough 2019 (5th) FMCG + Internet Conference' held in Chengdu, Pinlan CEO Li Yifan shared how AI item recognition technology can bring marketing value to brands and retailers, and how to implement AI for digital transformation. He outlined the three steps of digitalization—informatization, datafication, and intelligentization—and introduced Pinlan's PinShi platform, which combines AI, cloud computing, and IoT to solve industry pain points such as data transparency and efficient inventory management.
李一帆How Can Brand Owners Build a Self-Controlled Distribution Network?
At the 5th FMCG + Internet Conference hosted by New Distribution, held from March 15-18 in Chengdu, Liu Zhao, founder and CEO of Waiqin365, delivered a keynote speech on March 16. He discussed the distinct roles of distributors and B2B platforms, the importance of brand owners building self-controlled distribution networks, and how digital tools can empower distributors while maintaining brand control.
刘昭Unbounded Retail Strategy Enters Implementation Phase: JD New Channel Upgrades to an 'Open + Intelligent' Platform
On March 18, JD New Channel and New Distribution co-hosted the 'Boundless Commerce, Shared Vision' JD New Channel Unbounded Retail Industry Summit in Chengdu. Xu Lei, rotating CEO of JD Retail Group, delivered a speech on the latest progress of JD's unbounded retail strategy, while Zheng Hongyan, VP of JD Group and President of JD Retail New Channel Business Unit, announced that in 2019, the unbounded retail strategy would move from experimentation to implementation, upgrading New Channel into a more open and intelligent B2B2C platform.
New DistributionUnilever: How to Scale Digital Channel Distribution from '0' to '10'?
At the 5th FMCG + Internet Conference held in Chengdu on March 16, Shi Xiajun, Head of Unilever's Overall E-RTM Channel, shared insights on digital channel distribution. He emphasized the importance of embracing B2B, scaling quickly, and achieving volume to gain influence, while highlighting the need for C-level support and an independent team.
时夏君Marketing is a 'Pitfall' Profession | What Should Salespeople Do in the Face of Change?
This article discusses the transformation of salespeople into marketing personnel in the context of new marketing. It outlines the shift from traditional channel management to a dual role involving both sales and communication, emphasizing new functions such as regional communication ignition, local IP, B-chain and C-chain construction, and scenario building.
刘春雄The Little Brother of Plant-Based Protein Drinks: How It Rose to Become the Industry Leader
This article analyzes how Liu Ge He Tao (Six Walnuts) transformed from a minor player into the leading brand in the plant-based protein drink category by reconstructing consumer demand, category value, and consumer perception, achieving annual sales of over 10 billion yuan.
王超