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Exclusive | 2019-2020 China FMCG Industry Omnichannel Report Overview
In the era of information explosion, consumers' shopping methods have undergone dramatic changes with the development of e-commerce and mobile internet, leading to transformations in China's FMCG distribution channels. To clarify these changes, the New Distribution research and consulting team conducted a systematic survey over several months, involving nearly a hundred domestic and foreign FMCG brands, dozens of leading B2B platforms, community group buying platforms, and software service providers, covering 112 cities, over a hundred distributors, 6,030 retail small stores, and 2,000+ community group buying platforms.
新经销咨询团队40 Years of Sugar-Free Beverages: A Carefully Orchestrated Conspiracy by Brands
Summer often arrives the moment you open the freezer. Gulping down a can of cola and then holding your head to feel the 'small but certain pain' of the chill is a joy unique to summer. Before the heat mode kicks in, merchants selling drinks and happiness have already engaged in fierce competition for the prime shelf space. In the past, carbonated sugary drinks, represented by Coca-Cola, could dominate with their stimulating sweetness. But as young people's tastes become pickier and more complex, the bottled beverage business has become challenging. Jianlibao...
爱喝快乐水的DT君Nongfu Spring is like Meituan
Nongfu Spring, formerly known as Xin'anjiang Yangshengtang Drinking Water (renamed Zhejiang Qiandao Lake Yangshengtang Drinking Water Co., Ltd. in 1997), was founded in 1996 with a registered capital of 20 million yuan. In 2001, it was restructured and renamed Nongfu Spring Co., Ltd. with a share capital of 147 million. Typically, restructuring into a joint-stock company is a preliminary step for an A-share listing, but it wasn't until 2003 that Nongfu Spring was designated as a 'prospective listed company' by the Zhejiang Securities Regulatory Bureau. It was not until May 2008 that Nongfu Spring signed an A-share listing tutoring agreement with CITIC Securities.
EastlandTenwow International's Fall: A Cautionary Tale for Tea Drink Brands
Tenwow International, a veteran tea drink brand once popularized by Fan Bingbing's endorsement, is about to be delisted from the Hong Kong Stock Exchange after seven years of listing. Industry analysts say its downfall signals the market's rejection of traditional beverage companies relying on a single product model. What lessons can this 'big defeat' teach the new wave of tea drink brands? How can the industry adapt to consumption upgrades and achieve a balance between supply and demand?
钱瑜 王晓A Well-Known Liquor Company Is on the Brink of Collapse: Is the 600 Billion Yuan Chinese Baijiu Market Still Okay?
The oligopolistic trend has accelerated during the pandemic, with dominant players Moutai and Wuliangye continuously expanding their market share through channel and brand penetration. After the pandemic, the baijiu industry saw a divergence: while the top two companies reported strong Q1 2020 results, 16 out of 19 listed liquor companies experienced negative growth, and a well-known distillery is reportedly on the verge of collapse.
黄晓军Exclusive | Red Bull® Anji Sales Exceed 1 Billion Yuan in Half a Year, Thai Tiansi Makes Another Big Move
Three products on shelves simultaneously—can you tell them apart? Recently, imported Red Bull appeared in Beijing supermarkets, drawing attention as another Red Bull product from Thai Tiansi Group enters the heart of Huabin Group's territory, following Red Bull® Anji. At the same time, the most anticipated sales data was revealed: according to Tiansi Group, in the first half of 2019, Red Bull® Anji sales exceeded 1 billion yuan! What does exceeding 1 billion in half a year mean? In 2016, Huabin Group launched "War Horse," which hit the market in 2017, and by 2018, annual sales were only 830 million yuan, taking three years to surpass 1 billion by the end of 2019.
澄韵Coke Not Tasty Anymore? Coca-Cola and Mengniu to Jointly Sell Milk?
According to the State Administration for Market Regulation, Coca-Cola and China Mengniu Dairy have received approval to establish a joint venture to produce and sell low-temperature milk products in China. The partnership leverages Mengniu's dairy expertise and Coca-Cola's global brand to tap into China's growing low-temperature milk market.
New DistributionThe Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon
In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation.
袁来How to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?
The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products.
袁来From National-Chic Packaging to 'Micro-Sparkling Water': Can Jianlibao Disrupt the 'Happy Water' Market?
Many consumers have a love-hate relationship with carbonated drinks, enjoying the taste but worrying about sugar and calories. In recent years, a subcategory of carbonated drinks—sparkling water—has attracted giants like Pepsi and Coca-Cola abroad, and multiple domestic brands have launched related products. These sparkling waters typically feature low-sugar/no-sugar and low-calorie health benefits. According to Kantar Worldpanel household data, while low-sugar carbonated drinks account for only 3% of total carbonated beverage sales, their sales growth rate is as high as 85.7%, far exceeding the overall category.
FBIFThe Saga of Domestic Beverage Empires
On September 13, 2013, at 6 a.m., Zong Qinghou was attacked by a middle-aged man with a fruit knife during his morning exercise. The incident was later downplayed as a robbery attempt, but it highlighted the challenges faced by private entrepreneurs in China. The article traces the histories of major Chinese beverage brands, including Wahaha, Nongfu Spring, and Red Bull, and their battles over trademarks, market share, and national identity.
金羽银杏After 'Daily Nuts,' Can 'Plant-Based Meat' Become the Next Hit Category in Snacks?
Following the success of 'Daily Nuts,' which saw its market size exceed 10 billion yuan by 2019, the snack industry is looking for the next big thing. Plant-based meat snacks, introduced by Be & Cheery, are a candidate, but unlike 'Daily Nuts,' they face challenges such as being a substitute product, competition from real meat and bean products, and a lack of industry standards, making it unlikely to become a major profit driver for snack brands.
财经新媒体Will This Year's Beer Peak Season Still Be Booming?
As the beer peak season approaches, will beer companies see a significant boost in performance? Amid the pandemic, Beijing's famous food street Guijie has become unusually quiet, and beer sales have been impacted. However, companies are adapting through product innovation, channel changes, and marketing strategies, with the industry's overall direction remaining unchanged.
郑淯心The Mystery of Nongfu Spring's Wealth Creation: 60 Cents Profit per 1 Yuan of Water Sold, 66-Year-Old Founder's Family Holds Over 93% Stake
After a decade of IPO rumors, Nongfu Spring finally filed its prospectus with the Hong Kong Stock Exchange on April 30, revealing its financials. The company's packaged water segment boasts a gross margin exceeding 60%, and founder Zhong Shanshan and his family hold over 93% of the shares.
财天作者Nestle, Danone, Coca-Cola, Pepsi, Yili, Master Kong and Other 37 Food and Beverage Companies' 2019 Results
This article compiles the 2019 annual results of 37 major food and beverage companies globally, including Nestle, Danone, PepsiCo, Coca-Cola, Yili, and Master Kong, covering their sales, profits, and segment performance.
New DistributionCity Manager in a First-Tier City: Beyond Execution, Think Deeper and More Thoroughly About Promotions!
It's raining today, and foot traffic in the store is sparse. In the quiet personal care section, there are more promoters than shoppers. Old Wang, with a worried look, has already paced back and forth several times from the main shelf to the floor display in the main aisle... "Manager Wang, I don't know why, but this promotion mechanism used to sell over 200 bottles a day, and now it's less than half. Is it getting tired?" asked A Ling, a star promoter who has worked at this supermarket for seven years. "A Ling, your observation is correct! The business environment has changed, and customers' shopping habits are also changing. If our promotion mechanisms and strategies don't change, we're dead."
许翔 Ryan Xu2020 Food & Beverage Industry Brand Rankings: Master Kong, Mengniu, Nestlé Top Their Categories for Ten Consecutive Years!
Recently, Chnbrand, an authoritative Chinese brand rating agency, released its 2020 China Brand Power Index (C-BPI) rankings and analysis report. Among the 220 category leaders covered, Chinese brands accounted for 74.5%, up 4.2% from last year. In the FMCG sector, Chinese brands also saw a slight increase, reaching 62.4% of category leaders. The stability of the 2020 C-BPI list shows that some brands, through sustained brand-building efforts, have long held leadership positions, such as Snow Beer, which has been the category champion for over five consecutive years.
New DistributionReady-to-Drink Tea 2.0 Era: Can Products at the 5-Yuan Price Point Break Through?
As consumption upgrades, beverages at the 5-yuan price point are gradually standing out, aiming to dominate shelves. In the ready-to-drink tea market, although 3-yuan products still dominate, since 2013, more new drinks have emerged with rising prices. This year, the return of giants like Coca-Cola and Nestlé has stirred the market. The arrival of the 2.0 era brings both opportunities and challenges, with innovation and channel strategies being key.
澄韵Danone Overhauls Mizone Beverage Line: Can Mizone 'Pulse' Back to Form?
Mizone has been 'out of state' for years; now it aims to 'pulse back'. On April 15, Danone announced a major overhaul of its vitamin beverage Mizone, upgrading brand positioning, formula, taste, packaging, and marketing. This is seen as Danone's first systematic adjustment to Mizone. Despite being a blockbuster product with annual sales in the billions, Mizone's market size has shrunk from nearly 10 billion yuan in 2015, suggesting it has been 'out of state'.
李振兴Coca-Cola, Starbucks, Yili, Nongfu Spring All In... Why Sparkling Beverages Are the New Trend Accelerating Industry Giants' Expansion?
From Perrier and Schweppes to colas, the stimulating, refreshing, and addictive appeal of bubbles has made sparkling beverages a global phenomenon. Amid health trends, sugary carbonated drinks saw sluggish growth, but in recent years, giants like cola brands have sought category extensions and crossovers toward health. This has made low-sugar, low-calorie sparkling beverages an irreversible new trend. New trends bring new competition; in the new marketing environment, how can new sparkling beverage products identify innovation directions?
卓朴品牌营销集团Bilibili Embarks on a New Decade: Food and Beverage Companies, Are You Ready for Bilibili?
As Bilibili's traffic grows and lifestyle vloggers gain millions of followers, the platform has become a new frontier for FMCG brands. This article explores how food and beverage companies can effectively market on Bilibili, highlighting successful case studies and unique content strategies.
老新人了麻麻阳After Over a Decade in FMCG Sales, It's Time to Shift from Channels to Scenarios!
When it comes to channels, many practitioners first think of traditional ones like hypermarkets, community supermarkets, and grocery stores, which have dominated the market for years. Recently, online channels such as community group buying, O2O delivery platforms, e-commerce, and livestream selling have emerged, but their sales share is limited, and frontline salespeople often find them hard to reach or influence. However, this doesn't mean frontline business is confined to traditional channels; instead, we should adopt a scenario-based mindset to discover new opportunities. By understanding that behind every channel lies a consumption scenario, salespeople can identify new scenarios, match them with appropriate products, and create incremental growth.
潘利华Imported Red Bull Appears in Beijing, Thailand's T.C. Pharma 'Plan B' Takes Shape
Imported Red Bull has landed in Beijing, but its future is uncertain. On April 8, Beijing Business Today reporters found that Thailand's T.C. Pharma's imported Red Bull Vitamin Flavored Beverage (hereafter 'Thailand Imported Red Bull') appeared in Beijing supermarkets. Previously, due to the unresolved dispute between T.C. Pharma and Hua Bin Group over Red Bull Vitamin, and the poor consumer acceptance of Red Bull Anji due to taste issues, T.C. Pharma established a branch in Beijing to operate imported products, which the industry calls 'Plan B'. The appearance of Thailand Imported Red Bull in Beijing marks the concrete implementation of this plan.
李振兴Innovative Consumer Brands Keep Rising—Can Big Brands Afford to Sit Still?
The impact of e-commerce and mobile internet on the consumer goods market is not merely about new sales channels or media; it represents a paradigm shift that reconstructs past models and competitive barriers. This article explores the concept of 'infinite shelves' and how it drives demand toward the long tail, challenging big brands while offering opportunities for agile, niche-focused companies.
赵波