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Browse 1957 New Distribution articles about Consumer & Categories.
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Not All No-Name Brands Are New Consumption | 7,000 Words on What New Consumption Really Is
In 2021, China's business scene is undoubtedly dominated by new consumption. As with any hot sector, it goes through four stages: good teams get recognized, speculators pile in and inflate a bubble, the bubble bursts and weak players exit, and returns revert to the mean. Currently, we are in the second stage of bubble expansion, where even no-name brands with superficial packaging and fake collaborations call themselves new consumption. However, market fundamentals will eventually prevail, and true new consumption is defined by non-consensus insights, addressing core unmet consumer pain points, extreme product pursuit, brand building, and a youthful team spirit.
沈帅波What a 49-Yuan Box of Gummies Reveals About Gen Z
If you work in marketing, phrases like "personalized consumption" and "diversified consumption" roll off the tongue, but what they actually mean can be elusive. After speaking with Li Yi, co-founder of BUFF X, a functional food brand, the answer became clearer: Gen Z consumers exhibit highly individualized preferences even within the same demographic, driving the rise of innovative brands that cater to these diverse needs.
袁来Ten Questions on Low-Alcohol Drinks: A Tax on Intelligence or a Real Trend?
Low-alcohol drinks are a booming startup trend, with 14 financing deals in 2020. Investors and entrepreneurs debate whether it's a good business, while questions remain about health claims and market potential.
深燃团队Liquid Money Printer: The New and Old Kings of Bottled Water
In most countries outside China and the US, consumer goods have consistently been the industry with the highest density of billionaires. In China, bottled water has produced more than two billionaires, alongside internet and real estate. This article explores why bottled water is such a profitable business, examining the marketing tactics, barriers to entry, market oligopoly, and the perfect business model behind it.
李墨天Coca-Cola Starts Selling Alcohol: Is the 'Happy Water' No Longer Happy?
On June 1, Children's Day, Coca-Cola launched its first alcoholic beverage in China, Topo Chico hard seltzer. This move is part of its 'Total Beverage' strategy and a breakthrough in the Chinese alcoholic drinks market. The product features low alcohol, low sugar, and zero fat, targeting young consumers aged 20-35.
New DistributionNiulanshan 'Kuishenghao·Zunxi' Makes a Stunning Debut, Opening a New Chapter in the 'Thousand-Yuan Era' of Erguotou!
This is not just a new product launch, but a breakthrough move by Niulanshan to find new momentum for high-quality development in the post-ten-billion era, and a milestone action for the Erguotou category to break into the thousand-yuan high-end market. On May 31, the 'Beijing Flavor Fine Wine New Heights - Niulanshan Kuishenghao New Product Launch' was held at the China World Hotel in Beijing, with the Kuishenghao Zunxi new product priced above one thousand yuan, marking the birth of a new benchmark for the value of the Erguotou category. Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan, renowned performing artist Wang Gang, well-known cultural scholar Liu Yida, and liquor marketing expert Chai Jun attended the event.
New DistributionFirst Functional Beverage Stock: Dongpeng Beverage Rings the Bell on Shanghai Stock Exchange Today!
On May 27, 2021, Shenzhen-based Dongpeng Beverage (Group) Co., Ltd. officially listed on the Shanghai Stock Exchange, becoming the first A-share functional beverage stock in China. The stock code is 605499, with an issue price of 46.27 yuan per share. It opened at 55.52 yuan per share at 9:30 a.m., and by press time had risen 44% to 66.63 yuan per share, with a total market value of 26.653 billion yuan.
New DistributionWith Classic Coca-Cola Ahead and Popular Genki Forest Behind: What More Can a Beverage Innovate?
The beverage category is now a veritable red ocean. In such a market, how can innovation be achieved? Some might create a better product within existing categories, aligning with sugar-free and health trends, with better quality, higher aesthetics, and novel concepts. But if innovation is limited to these dimensions, can one carve a path? Probably not, because in the current market environment, innovation on only one or two points is hardly enough to secure a place amid giants. Beverages are a well-known commodity, so where is the key button for innovation? Perhaps the protagonist of today's story can offer some inspiration and thought.
袁来China Resources Snow Breweries Launches Ultra-Premium 'Li', Initiating the First Cultural Renaissance Movement in Chinese Beer
On May 24, during the Chinese lunar calendar's April 13th, China Resources Snow Breweries officially launched its ultra-premium new product 'Li' at the Guanfu Museum in Beijing. At the launch event, CEO Hou Xiaohai presented a certificate of 'Li Culture Ambassador' to renowned cultural figure Ma Weidu. What is Li? Ma Weidu explained at the event that Li is China's own oldest 'beer'. The Chinese character '啤' (pi) is a coined word, a transliteration of the English 'beer', and has only been in use for about a hundred years. In contrast, Li has a history of over three thousand years, primarily fermented from grains, essentially identical to traditional beer brewing techniques.
陈思廷As Children's Day Approaches, the Trillion-Yuan Snack Market Engages in Fierce Competition
With Children's Day approaching, the snack industry is witnessing new developments as brands compete fiercely. Beijing Business Today found that snack companies are launching new products and signing celebrities in rapid succession. Although domestic snack brands operate independently, they are following similar paths. Industry insiders believe that domestic snack brands still lack independent innovation capabilities and need to build brand influence through continuous innovation, as imitation and trend-following will not lead to significant progress.
王维祎 蔺雨葳重磅｜华润雪花再出手，或将拿下区域龙头景芝酒业！
Recently, the largest shareholder of Shandong Jingzhi Distillery Co., Ltd. (hereinafter referred to as "Jingzhi Distillery"), Anqiu Zhongren Xingjiu Trading Partnership (Limited Partnership), pledged 53 million shares to China Resources Snow Breweries (China) Co., Ltd. (hereinafter referred to as "China Resources Snow"), registered on May 17. Industry insiders generally believe that China Resources Snow's acquisition of the 53 million pledged shares is a "solid proof" of its impending acquisition of Jingzhi Distillery. The final outcome may be discerned from related events.
New DistributionBig Fish Eat Big Fish: Five Giants May Trigger the Biggest War in Chinese Beer History
The Chinese beer market is on the verge of a major war among its top five players. With the industry consolidating, the question is which company will be the first to exit, and which one or two will emerge as the final oligarchs.
华商韬略Jinzai Foods Teams Up with Deng Lun to Blanket Focus Media, Attacking the Large-Scale Snack Track
Less than a year after listing on the Shenzhen Stock Exchange and becoming the 'first stock in fish snacks,' Jinzai Foods has launched a new strategy to comprehensively enhance its brand momentum. Recently, Jinzai Deep Sea Fish, with spokesperson Deng Lun, blanketed national Focus Media elevator screens with the ad 'Delicious is not a problem, Jinzai Deep Sea Fish,' continuously impacting consumer minds and igniting the mainstream consumer group. As the third listed leisure food company in Hunan after Yanjin Shop and Juewei Food, Jinzai Foods' business has always been outstanding, with online sales climbing steadily. This heavy investment in Focus Media elevators demonstrates its ambitious ambitions in the large-scale snack track.
八米Category Integrated Distribution: The First Stop for Major Distributors to Extend to Digital Platforms
The concept of "category integrated distributor" is rarely mentioned in the industry, but a group of major distributors are already doing it. When a distributor holds a large share in a category (e.g., snacks) and has lower sorting and delivery costs due to scale, platform orders (e.g., from Retail Link or New Way) and orders from smaller distributors will concentrate on them, making them category integrated distributors. The two key words are: first, thoroughly understand a category; second, integrated distribution.
刘馨忆Orion's 7 Major Categories of Hit New Products Make Their Debut at SIAL China, Unveiling the Strategic Blueprint of the 'Hit Maker'!
On May 18, the China International Food and Beverage Exhibition (SIAL China) opened in Pudong, Shanghai. As one of the world's top three food exhibitions, it attracted 4,500 exhibitors. Notably, Orion, a brand that rarely participates in exhibitions, made its debut with 7 major categories of hit new products, becoming a highlight of the event.
陈峰Peak Season Approaching: Beer Companies Collectively Aim High
A recent survey by Beijing Business Today in Beijing's high-end beer market reveals a clear trend toward premiumization, with market channels adapting to support this shift. As beer companies release their 2020 annual reports and 2021 first-quarter results, major players like China Resources Beer and Tsingtao Brewery have aggressively pursued the high-end segment, seeing significant growth in premium product sales and revenue. Yuan Yue, Secretary-General of the Beer Branch of the China Alcoholic Drinks Association, notes that premiumization is not merely about price increases but represents a key aspect of high-quality development in the industry, with a long road ahead.
赵述评 赵丹In the Premium Water Market, Who Will Last?
The premium water market faces challenges but also opportunities. In 2020, the pandemic caused a severe contraction in the global economy, and China's FMCG market was hit hard, with overall spending down 6.7% in Q1. However, brands like VOSS have thrived by adapting strategies, such as cross-industry collaborations and digital marketing, achieving double-digit growth. As the market evolves, the future landscape remains uncertain.
New DistributionHigh-Potential New Consumer Leaders: None Compete on Cost-Performance
In recent years, consumption upgrading has been strong, with new consumer tracks such as new tea drinks, new snacks, and new toys producing one delightful brand after another, like Heytea, Naixue, Zhong Xue Gao, Genki Forest, and Pop Mart. Looking at these companies, it's clear that the leading ones all enjoy significant brand premiums. Many industry insiders say, 'New consumption upgrading is not about selling cheap goods at higher prices, but selling them in a more premium way.' Many companies habitually price based on value, believing that good products can be sold at higher prices. However, in classic marketing theory, customers judge value by price, thinking that expensive means good. So how to give products more perceived value without being accused of 'ripping off' consumers has become the key to success for new consumer companies.
百里The 'Worst-Tasting Drink': The Next Decade of Unsweetened Tea
Tea is familiar to Chinese people. According to Ries's 'Global Strategic Positioning Report: Trillion-Dollar Opportunities in National Mind Resources,' China inherently possesses the national mind resource of tea. In recent years, new categories such as ready-to-drink unsweetened tea, new-style tea drinks, and new-style bagged tea have expanded the concept of 'tea,' making it more beverage-like, youthful, and casual. This article discusses the development of ready-to-drink unsweetened tea in China, its current stage, and its future prospects, drawing comparisons with the Japanese market.
FBIFFirst-Generation Internet Celebrities Struggle, Aggressive New Products Strike Back: Who Will Dominate the 600-Billion-Yuan Snack Market?
In late April, snack companies released their first earnings reports of 2021. From April 21-26, Liangpin Shop, Three Squirrels, Qiaqia Food, Yanjin Shop, and Ganyuan Food published their Q1 reports, marking the first performance review for A-share snack companies. A year ago, Liangpin Shop's listing allowed internet snack leaders to compete with established traditional players. Now, the sector shows clear divergence and trends, with internet brands climbing, traditional players differentiating, and new entrants rising.
郝乐乐Beverage Mega-Brands Are Aging, While Baijiu Mega-Brands Remain Young
In the beverage industry, the era of relying on a single mega-brand has passed, with once-dominant products like Nutrition Express and Red Bull shrinking from billions to hundreds of millions in scale. In contrast, baijiu companies like Moutai and Wuliangye still thrive on their mega-brands, which remain their core competitiveness and are even strengthening.
读懂君Master Kong's Sugar-Free Iced Black Tea Garners Widespread Optimism at Launch: What's Behind It?
Recently, the launch of Master Kong's new sugar-free iced black tea has sparked widespread industry discussion, with most observers taking a positive view of its future. Given the constant stream of new products in the beverage sector each year, it's worth analyzing why Master Kong's move has attracted such optimism.
New DistributionDown to Towns and Villages: The Operational Methodology of the 'Sinking Market'
Rural revitalization is essential for national rejuvenation. Following the Two Sessions, rural revitalization has become a key direction for economic development over the next five years. Consumption data shows that rural residents' income and consumption expenditure growth rates have outpaced urban areas in the past two years, indicating greater growth potential. For some FMCG brands, this is undoubtedly a huge positive. In the current fiercely competitive offline market, where retaining existing market share is difficult and finding new growth is challenging, the vast opportunities in the sinking market will become the next battleground. The author combines personal experience to outline the methodology for exploring county-level market opportunities.
邢仁宝When Consumers Change, How Should Baijiu Companies Respond to the 'Fickle' Consumer?
The baijiu market is rapidly evolving, with consumers shifting from drinking to social connection, and digital social circles increasingly influencing purchasing decisions. This article explores how baijiu companies can adapt by building a full online path from reach to communication, conversion, and transaction.
秦淮