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How Did This Small Enterprise Achieve a Textbook Breakthrough with New Marketing Under the Monopoly of Giants?
In the beer industry, where the top five players control over 80% of sales, Taishan Original Pulp, a local brewery, has defied the odds by achieving 120% annual growth through new media marketing and community building, expanding to 19 provinces with zero traditional advertising spend.
袁来New Retail 'Ebbing'
Since the second half of 2018, the industry has occasionally heard claims that the 'New Retail trend is about to stop.' By early 2019, with Alibaba and Tencent releasing their new strategies, it is now clear that the New Retail wave, born in 2016 and booming for three years, is finally coming to an end. On January 11, Alibaba Group CEO Daniel Zhang stated at the 'ONE Business Conference' that New Retail cannot be viewed solely at the retail level; instead, it requires building comprehensive digital business capabilities. Alibaba will become a new business operating system that penetrates all aspects of enterprise operations.
赵向阳How to Play IP Commercialization? The Forbidden City IP Sets a Good Example
The Forbidden City's IP commercialization has reached a scale of 1.5 billion yuan. This article explores the value of the Forbidden City IP, the relationship between its two lipstick products, and the key to its internet-based commercialization.
万德乾Township Markets Are Full of Gold: With These Operations, Year-End Sales Will Explode!
This article provides a practical manual for distributor teams to develop township markets, based on the principles of building teams, setting standards, creating models, and ensuring implementation. It outlines specific steps, including the '8 Key Points for County and Township Market Development' and the '8 Steps for Market Distribution,' to help businesses tap into the vast potential of rural markets.
New DistributionMethodology: Building a Brand from 0 to 1
2018 marked the end of the golden era of entrepreneurship, and from now on, it may be the beginning of building brands solidly. Brand awareness and consensus will become the strongest moat for products. This article discusses how to build a brand from scratch, based on three insights: circle stratification, shortened consumption paths, and public opinion gray rhinos.
杨不坏The Organizational Transformation of a Trading Company | In-depth
In the past two years, distributors have faced tough times, with over 90% seeing net profits below 3% and ROI under 20%. Yet one distributor, Shaanxi Baihui Trading, achieved over 300 million yuan in transactions in 2018 with a compound annual growth rate exceeding 40%, thanks to its 'platform + small organization' model that empowers employees.
袁来What Should Marketing Really Be? A Thorough Explanation
Marketing is a vital part of business operations, but in an era of great change, old methods may no longer work. This article discusses three fundamentals of marketing—doing the right things, returning to the basics, and taking action—to help marketers succeed in uncertain times.
陈春花In-depth | In the Second Half of the Snack Food Competition, How Can the 'Online + Offline' Model Break Through?
Enterprise growth follows three stages: from rapid growth driven by market dividends, to transformational growth driven by management and leadership, and finally to product and model growth driven by innovation. The snack food competition has undoubtedly entered the third stage. In 2018, snack food brands took more frequent actions than ever before. Bestore fully upgraded its brand image; Be & Cheery upgraded its packaging; Three Squirrels grandly launched 11 new products before Double 11. As internet traffic dividends level off and online and offline merge, we can see brands facing changes in the consumption environment. For snack foods, the second half of the competition is just beginning.
大V酱Economic Downturn and Sluggish Performance: How Can the FMCG Industry Break Through in 2019?
2018 was a highly unusual year in China's economic development history, with the US-China trade war, economic downturn, capped online traffic growth, and an aging population intensifying uncertainty in the external market environment. At the same time, changes in the broader environment have significantly reduced liquidity in China's capital markets, leading to financing difficulties, capital chain ruptures, and widespread closures and defaults among internet companies. Returning to the industry, after rapid growth from 2013 to 2017, FMCG B2B officially entered a deep-water zone in 2018, with some poorly managed platforms closing down continuously last year. According to incomplete statistics from New Distribution, more than 20 FMCG B2B platforms were shut down in 2018 alone.
New DistributionHow to Plan the 2019 Opening Layout for FMCG?
At the '2019 Opening Marketing Layout' FMCG New Marketing New Year Course, co-hosted by Teacher Liu's Forum and New Distribution on January 12, 2019, Professor Liu Chunxiong delivered a keynote speech on '2019 Opening Layout.' He argued that 2019 marks the first year of the second half of the internet, where new marketing and new retail tactical systems have matured, urging companies to adopt new strategies or risk being left behind.
刘春雄Master Kong's 'Space Strategy' Advances into Southwest China, Promising 2019!
On December 30, following the space science popularization whirlwind that swept five cities in Northwest China, Master Kong kicked off its space science exhibition in Southwest China at the Sichuan Science and Technology Museum. Since June 26, 2018, the FMCG giant has partnered with Xinhua News Agency to launch the 'Space Spirit China Tour and Master Kong's Inclusion in Xinhua's National Brand Project' ceremony, officially opening the space science exhibition. From late October to mid-December, Master Kong's space science exhibition toured Xi'an, Yulin, Datong, Ankang, and Taiyuan. Looking back at 2018, in my view...
袁来A Guide to Selecting SFA Solutions for the FMCG Industry
SFA (Sales Force Automation) has been used in China's FMCG industry for over a decade and is now a basic tool for sales management. It aims to achieve scientific, quantitative, and standardized management of every customer and salesperson's actions during the sales process, enabling team collaboration and improving management efficiency. More and more FMCG companies realize that choosing an excellent SFA product can significantly boost overall management efficiency and performance, making it a standard IT system across the industry.
SFAHow Should Large Distributors Survive in 2019?
Large distributors, with annual sales of tens of millions in county markets or over 50 million in prefecture-level and provincial capital markets, face challenges such as being big but not strong, having unfocused product lines, unreasonable channel structures, and management deficiencies that erode profits. To thrive in 2019, they must optimize product and channel structures, strengthen inventory management, enforce process management, and enhance staff quality and service.
师顺宽High Cost, Low Efficiency? New Approach for 2019: Build a Local Traffic Pool!
As platform traffic dries up, the local traffic pool—rooted in offline strong ties and amplified through the three-dimensional space of offline, community, and online—becomes a goldmine. This article explains how new retail and new marketing leverage local traffic pools through community commerce, IP strategies, and O2O delivery, benefiting stores, distributors, and brands.
刘春雄How Should New Distributors Survive in 2019?
New distributors, who are entrepreneurial distributors transitioning from sales roles in food companies or other distributorships, face challenges such as lack of experience, weak brand influence, dependency on manufacturers, and insufficient personnel. To thrive in 2019, they should choose suitable products, concentrate resources on niche markets, seek manufacturer support through performance, and continuously improve their marketing and management skills.
师顺宽The First Generation of Unmanned Retail Is Dead
The first generation of unmanned retail, which emerged in 2017, has failed, but it may not be the end of the industry. This article reviews the rise and fall of unmanned convenience stores and smart shelves, analyzes the reasons for their failure, and explores the future prospects for the sector in 2019.
王彦丽Thirty Years of Health Products: Before Quanjian, How Wahaha, Robust, and Nongfu Exited the Health Product Industry
The article reviews the history of health products in China, highlighting how early industry leaders like Wahaha, Robust, and Nongfu Spring transitioned to FMCG, bringing their marketing tactics with them. It reflects on the industry's decline and the ethical concerns that led some founders to leave.
纳兰醉天Even If Burned Down, Reviving Coca-Cola in 3 Months Is Not a Myth
This article discusses how business results are defined and achieved, emphasizing that the ultimate battlefield is the customer's mind. It uses the example of Wang Laoji defeating JDB to illustrate that brand and positioning are key, and introduces the three major contributions of positioning theory and the basic methods of brand building.
冯卫东Master Kong Founder Wei Yingzhou Announces Retirement! 40 Years of Reform and Opening Up, China's FMCG Enters the 'Second Generation' Management Era
Master Kong founder Wei Yingzhou announced his retirement, effective January 1, 2019, with his eldest son Wei Hongming taking over as chairman. This highlights the broader trend of second-generation succession in China's private enterprises, where many are facing leadership transitions.
New DistributionXiang Piao Piao's Dilemma: How to Break Through with Single Product and Marketing Struggles?
Xiang Piao Piao faces a dilemma between advertising and profit. Since 2017, the company has launched liquid milk tea and juice products to mitigate seasonal risks, but the associated marketing expenses have created a predicament. The company's main product is solid cup milk tea, leading to seasonal revenue fluctuations due to product singularity. Industry insiders suggest that Xiang Piao Piao may be dominated by huge advertising costs in the future.
New DistributionYang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?
This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s." The following is the transcript of her speech (organized by Morketing).
MorketingFrom Zong Qinghou to Zong Fuli: Can Wahaha Rise from the Ashes?
Recently, Zong Fuli was appointed as the head of Wahaha Group's Public Relations and Brand Department, which is interpreted by the industry as a prelude to her full takeover of Wahaha. For over a decade, the Wahaha scepter has been held by Zong Qinghou on one end and his daughter Zong Fuli on the other. Meanwhile, the joint distribution model that once made Zong Qinghou proud is now facing challenges from the internet in the information age. How can Wahaha achieve rebirth and find a way out?
邓大洪Is New Retail Failing? | In-depth
Yonghui Superstores is divesting its loss-making new retail segment, while Hema Fresh is slowing its expansion, and traditional supermarkets are showing signs of recovery. Is returning to offline operations the way forward? How will new retail develop?
无冕财经团队10,000 Stores! Three Squirrels Founder Zhang Liaoyuan's Offline New Retail Practice | In-depth
On December 9, the 10th B-end E-commerce Study Tour organized by New Distribution visited the headquarters of Three Squirrels to observe its strategic layout and gameplay in the new retail era—Squirrel Small Stores. As a new retail venture, the "franchise" snack store model differs from traditional franchising. At the event, Three Squirrels' first employee and Chief CBO (Brand Officer) "Shu Xiaofeng" detailed the differences between the "alliance" model and traditional franchising, and expressed the mission of Squirrel Small Stores: "Make it easy to open snack stores worldwide." The goal is to open 10,000 stores.
袁来