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Browse 1957 New Distribution articles about Consumer & Categories.
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1957 articles · Page 29 of 82
We Studied the Offline Practices of Over 100 New Consumer Brands and Summarized Four Basic Rules
Internet circles often use a 'three-stage' analogy for business operations: from 0 to 1, from 1 to 10, and from 10 to 100. For a company's market size to grow from 0 to 100 million yuan, the core element is innovation, whether in category or product. However, many new consumer brands struggle to grow from 100 million to 1 billion yuan, not because the product or marketing is poor, but because offline channels are the real battlefield for scaling from niche to mass market. This article observes the offline practices of numerous new consumer brands and summarizes four basic rules: density over total volume, finding the sales logic, maintaining a stable value chain, and achieving omnichannel integration.
王玉Three Squirrels: Walking a Difficult but Right Path
Three Squirrels has long faced growth challenges. In 2021, it achieved revenue of 9.77 billion yuan and net profit of 411 million yuan, up 36.43% year-on-year. However, in Q1 2022, revenue fell 15.85% to 3.089 billion yuan, and net profit dropped sharply. The company has announced a strategic transformation from e-commerce to omni-channel and from single brand to multi-brand, focusing on offline distribution and closing underperforming stores.
田静The Battle of Pre-made Dishes: How to Fight This War?
Since its inception, pre-made dishes have been controversial, with mixed reviews, and even many industry insiders are pessimistic. The controversy largely stems from the fact that pre-made dishes serve not only B-end but also C-end consumers. In China, there are already about 20,000 pre-made dish companies, but the market is highly fragmented, with average annual sales of around 15 million yuan per company, totaling a market size of 300 billion yuan. Before last year, these companies mainly sold semi-finished dishes to institutional clients such as restaurants, companies, schools, and government agencies.
田静The New Tale of 'Buying the Casket and Returning the Pearl' in Food and Beverage
Food and beverage brands are increasingly investing in elaborate packaging and freebies, from coconut shell cups to hair clips, creating a 'buy the box, return the pearl' phenomenon that drives consumer desire and social sharing. This trend offers lessons in brand building and consumer engagement.
FBIFNew Consumption One Year After Listing: Who Is the Biggest Loser? Who Is the Money-Making Machine?
New consumption is a gorgeous robe, but in the annual reports one year after listing, it reveals a thin lining. A year ago, new consumption companies saw a wave of listings; now, with the disclosure of annual reports, it's time to see who is truly capable. Recently, five 'first stocks' of new consumption have released their 2021 results: Yixian E-commerce (Perfect Diary), Pop Mart, Betaini (Winona), Naixue's Tea, and Helens.
开菠萝财经团队Strength Recognized Again: Blue Moon Laundry Detergent Tops for 13 Consecutive Years, Hand Soap for 10 Consecutive Years
On April 22, the "2022 (30th) China Market Commodity Sales Statistics Results Press Conference" was held in Beijing. Blue Moon continued to lead, with its laundry detergent ranking first in market share for 13 consecutive years (2009-2021) and hand soap for 10 consecutive years (2012-2021).
New DistributionWho Is the Leader of China's Beverage Market?
As the 2022 beverage peak season approaches, the market sees new faces and products quietly disappearing. After reviewing the top 10 beverage brands in China, this article outlines their main products, market plans, and development directions, offering a glimpse into the latest trends. In China's beverage market, annual revenue exceeding 10 billion yuan is a threshold; above that, brands typically secure a top-10 position, while those exceeding 20 billion may enter the top 5.
王辰、齐成Tea Drink Market Sees Ice and Fire, Meco Honey Valley Juice Tea Stands Out!
Is tea a good business? The answer is yes. In 2021, new-style tea drinks surged, with financing rounds and amounts hitting record highs, and '10,000-store brands' and 'new tea stocks' emerged. At the same time, fierce competition led to closures of many internet-famous brands. Amid this 'ice and fire' scenario, the industry is focused on segmentation and integration. Meco Honey Valley Juice Tea has carved out a new category and achieved phenomenal success.
田静Beverage Entrepreneurship: Starting with 100 Sports Venues, 100 Refrigerators, and 100 Scene Ads
Beverages, as the category with the largest market capacity and the most frequent and rigid demand in FMCG, have always been the first choice for entrepreneurs in the industry. However, despite the large capacity and steady growth, it is not easy for entrepreneurs to truly make a name for themselves. This article discusses two types of beverage entrepreneurship: those that are flashy but not profitable, and those that are profitable but lack innovation. It then delves into the case of Yuaneng Sports Drink, which started by securing 100 sports venues, 100 refrigerators, and 100 scene ads, and shares insights on finding opportunities in a red ocean market and executing a ground-level strategy.
袁来Frequent Hits: Deconstructing a1 Snack Research Institute's Marketing Methodology
In March 2022, a1 Snack Research Institute held its '2022 New Product Strategy Launch Conference', releasing this year's bakery new products and introducing the meat product line 'a1 Love Meat'. At the same time, a1 partnered with spokesperson Yang Yang to attract consumers through interactive marketing, and formed a strategic cooperation with Xinchao Media to leverage community elevator media nationwide for strong brand exposure. As an FMCG brand established less than six years ago (founded in 2016), achieving such high visibility is rare. Of course, it's not just visibility; in the market, they have also produced frequent hits...
秦淮From Smartphone Influencer to 125 Million Yuan Annual Sales of Ocean Snacks: Founder of 'Mr. Beaver' Shares Deep Insights and Reflections
Lu Ning, founder of the ocean snack brand 'Mr. Beaver', reflects on his entrepreneurial journey, from selling smartphones in college to building a company with 125 million yuan in annual sales. He shares lessons from two major crises, his strategic focus on cod snacks, and his approach to expanding into offline retail channels.
任文青AndyWho Killed Chewing Gum?
Chewing gum is a category that has almost always been a product that manufactures demand. From childhood fears of swallowing it to rumors about its ingredients, gum has been a constant presence. However, with the rise of mobile payments and changing consumer habits, the Chinese gum market has declined from its peak of 12 billion yuan in 2014 to 10.1 billion by 2018, leading to a loss of its former glory.
IC实验室Undercurrents in New Consumption: Traffic-Driven Companies Abandoned, Yet Some Players Thrive
Since consumption is an industry with a long slope and thick snow, those who believe in it should continue to believe. This is a compilation of first-hand information from the recent consumption industry. In the past month, '暗涌Waves' has learned from multiple sources about financing progress of key consumer companies or institutions, including Florasis, Saturdance, HotMaxx, and Meituan Longzhu. Over the past two years, the new consumption industry has experienced rapid rise and cooling, largely due to massive capital injection and unrealistic expectations.
任倩 刘旌A Comprehensive Overview of Major Players and Business Models in China's Pre-prepared Dish Market
In 2021, the pre-prepared dish market reached 340 billion yuan, a year-on-year increase of 18%, and was listed by Tmall as one of the top ten trend products for Double 11. Currently, Chinese households spend an average of 1 hour and 35 minutes per day on cooking, and compared to 2000, 45.9% of families have reduced their kitchen cooking time by about 45 minutes. Compared to cooking or waiting for delivery, pre-prepared dishes are undoubtedly a time-saving and labor-saving choice. With their pre-processed product characteristics, the dishes cooked are not only of high quality but also better meet health and safety requirements in terms of raw materials and nutritional pairing.
胡钶A Bottle of Baijiu at 1388 Yuan: Is Wahaha Really Selling Liquor or Just Testing the Waters?
Wahaha enters the baijiu industry, but what are its chances of success? In recent years, the 'sauce-flavor baijiu craze' has swept the entire industry, attracting capital from various sectors. Following Lenovo's acquisitions of liquor companies like Hunan Wuling and Shandong Kongfujia, beverage giant Wahaha has also entered the fray with its own product, 'Zong Shuai Jia Jiu'. A 500ml bottle of sauce-flavor baijiu retails at 1388 yuan, even higher than Moutai 1935, and features the Wahaha logo on the bottle.
唐伯虎New Consumer Brands Are Creating "New Blood" from 9 Directions
Previously, many new consumer brands could quickly gather their first batch of "supporters" by positioning in niche tracks and using influencer marketing and high-aesthetic products. However, after the limited "category dividend" is consumed, converting consumers into brand fans is no longer easy. As the dividend fades, Morketing observes that new consumer brands are creating "new blood" by deeply cultivating "internal strength" from different directions to build brand barriers.
MorketingThe Life-and-Death Game of Childhood Flavors: Ovaltine 'Leaves', ColaCao 'Disappears'
Before home quarantine, I happened to see ColaCao's rolled cake at a convenience store near my office. ColaCao? A familiar yet unfamiliar name. Reflecting on it, it seems we haven't seen the iconic yellow can with a red lid of ColaCao's powdered drink on shelves for a long time. Even the rolled cake still on sale is squeezed into a small corner of the shelf. In contrast, Ovaltine is always visible in convenience stores and supermarkets: Ovaltine oat milk drinks, Ovaltine sandwich cookies, Ovaltine sandwich cakes, Ovaltine lava bread, and even Ovaltine-flavored ice cream... However, in our childhood memories, the most common form of Ovaltine was a powder similar to ColaCao's. As the tide of the times surges forward, why has ColaCao, a childhood memory, 'disappeared'? And why has Ovaltine chosen to step out of the powdered drink category? Two international brands with many similarities, yet why do they have such different fates today?
FBIFPicked and Bottled in Just 5 Days! Nongfu Spring's Oriental Leaf Spring Limited Edition Longjing Tea Raises the Industry Bar Again
According to a report by Dongxing Securities, driven by growing health awareness among Chinese consumers, retail sales of unsweetened tea beverages in China have grown rapidly, reaching 4.1 billion yuan in 2019 with a CAGR of 32.6% from 2014 to 2019, far exceeding the overall growth rate of tea beverages. It is expected to maintain over 20% growth from 2019 to 2024, with sales reaching 11.5 billion yuan by 2024, accounting for 12% of the market. On March 31, ahead of the Qingming Festival, Nongfu Spring's ready-to-drink tea brand Oriental Leaf launched its first spring limited edition product in 11 years—Longjing New Tea.
New DistributionWhy Can't Low-Alcohol Drinks Produce a 'Perfect Diary'?
The once-hot low-alcohol drinks sector is cooling off, with many brands disappearing and investors losing interest. Despite the influx of capital and new brands targeting young female consumers, the market remains niche, lacking a dominant leader and facing challenges in offline distribution and consumer education.
财天作者Why Are New Consumer Brands Struggling to Enter Traditional KA Channels?
In recent years, many new brands have emerged in the FMCG market, including innovative brands that created new subcategories and internet-famous products favored by young consumers. However, these brands primarily operate through online channels like Taobao, JD.com, and Douyin e-commerce, making them hard to find in physical retail stores. This situation poses two challenges for brick-and-mortar retailers: difficulty in enhancing category differentiation and segmentation offline, and aging product portfolios that fail to attract younger shoppers.
张思遥Expert: Low-Mineral Water May Hinder Children's Height Development
A survey by the Chinese Center for Disease Control and Prevention found that 65.4% of students do not drink the recommended 1200 ml of water daily, and nearly 75% prefer beverages. Experts warn that dehydration can impair cognitive function and growth, and studies show that low-mineral water may slow height growth and increase tooth decay in children.
高级研究员 海游In-depth | Snow Beer Ignites Guizhou Market, QR Code Marketing Achieves 76% Scan Rate: We Summarized 9 Lessons
In March 2022, the New Distribution team visited Guizhou and had in-depth exchanges with the China Resources Snow Breweries Guizhou Marketing Center team. Thanks to the precise impact of digital marketing,勇闯天涯superX achieved a 175% year-on-year sales growth from January to February 2022, and a 146% growth in 2021 compared to 2020, gradually forming the momentum of a core big product. How did the Snow Guizhou team do it? What are their plans and thoughts for future digital marketing? With these questions, the New Distribution team visited Guizhou again...
任文青AndyNew Consumer Brands Must Have the Boss Personally Lead Offline Expansion!
Many new consumer brand founders may question or even scoff at the idea that the boss must personally lead offline expansion. While it's fine if the brand aims to be a niche player, becoming a leading brand in a category requires conquering the offline market, which demands patience and a shift in mindset.
袁来A Comprehensive Analysis of Functional Foods: New Opportunities for Health Foods in the New Consumption Era
In the wave of new consumption, functional foods have become a hot track for category innovation. Whether as a supplement, optimization, or replacement for Chinese dietary habits, they are significantly reshaping the composition of modern food categories. This article aims to clarify what functional foods are, which evolutionary needs of human food consumption they address, and where future opportunities for health foods lie.
Gavin