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1957 articles · Page 47 of 82
From 0 to $10 Billion: How Did Luckin Coffee Create Its Business Miracle?
Over the past two years, Luckin Coffee has been the most controversial brand in the retail industry. It boldly benchmarked against Starbucks at its inception, drew criticism for 'ambush marketing,' completed its IPO in 18 months, breaking the record for the shortest time to list in the U.S., and gained 40 million transacting users within two years, all linked by data. In less than three years, it opened 4,910 stores, 600 more than Starbucks, which has been in China for 20 years. This article re-examines Luckin's brand-building strategy, its shift to an intelligent retail platform, and its use of Focus Media for brand saturation.
New DistributionWhat Can the Not-Yet-Dead Unmanned Retail Teach Luckin Coffee?
People have suddenly become the biggest burden in the business world. In 2017, Shanghai experienced its hottest summer in 66 years, and the city's first unmanned convenience store, BingoBox, was located on Changyang Road. Despite air conditioning, the 39.7°C heat melted the frosting and chocolate on donuts. In that scorching July, among those visiting BingoBox, urban management officers might have accounted for half, as the store was investigated for alleged illegal construction on its first day after reopening following an air conditioning failure.
黄晓军Selling Baby Formula in the Lower-Tier Market
A former Amazon China VP and COO of Mia explores the lower-tier market's baby formula business, revealing how small-town shop owners act as key opinion leaders, using trust and marketing tactics to dominate sales, while highlighting the stark contrast in pricing and quality between urban and rural areas.
燃财经工作室Sugar-Free Tea Drinks Grow Over 30% Annually: Who's Behind Their 'Comeback'?
This year, more sugar-free tea beverages are appearing in supermarkets, from Nongfu Spring's Oriental Leaf to Uni-President's Chaliwang, Wahaha's Anhua Dark Tea, and Coca-Cola's Honest Tea. Major manufacturers are rushing in, heating up the market. With more choices, is spring finally here for sugar-free tea?
阿图Backed by 19,000 Convenience Stores Selling Energy Drinks, What Are PetroChina's Chances?
Following Sinopec's coffee sales, PetroChina has now ventured into energy drinks, expanding its side businesses. Recently, PetroChina Anhui Sales Company launched its own new product 'Haoke Zhili' at its 2020 work conference, with the sales launch held in the non-oil exhibition area. According to PetroChina, the formula of Haoke Zhili adds natural ingredients like guarana and green tea powder to traditional taurine energy drinks. The product comes in a 310ml modern can, priced at 5 yuan (RMB, same below) per can, and is currently only available at Kunlun Haoke convenience stores in Anhui PetroChina gas stations.
时代财经TFYili Launches Plant-Based Milk, Nongfu Spring Pushes Plant-Based Yogurt: When Will the 'New Darling of Dairy' Scale Up?
In December 2019, Yili's Shixuan launched a plant-based milk series, introducing three premium products including high-protein soy milk, upgrading from soy milk to plant-based milk. In May 2019, Nongfu Spring launched three plant-based yogurts, creating its first plant-based yogurt brand. Other players like Uni-President, Dali, Mengniu, and leading soy milk powder brands such as Weiwei, Heiniu, and Beidahuang have also entered the plant-based milk market. Even Joyoung launched its Modoujiang series of boxed soy milk. With beverage brands and established dairy companies continuously launching new products, and soy milk powder enterprises upgrading their offerings, the plant-based trend is surging. But why are plant-based products so popular, and how will they develop in the future?
阿图In the Second Half of Competition in the Food and Beverage Industry, the 'Matthew Effect' of Brands and Channels Becomes Prominent
China's consumer industry is facing unprecedented changes. As 2020 arrives, the food and beverage industry is at a crossroads. A recent ranking by Hurun shows that established national brands like Yili, Haitian, Mengniu, Shuanghui, and Dali dominate the top spots. With the disappearance of demographic dividends and consumption upgrades, the industry is expected to see a more pronounced 'Matthew effect' in competition.
邹茂林Tsingtao Beer Launches Van Gogh Commemorative Cans: What Does Brand Co-Branding with IP Require?
Tsingtao Beer recently launched the "Encounter" Vincent van Gogh World Art Master Commemorative Cans on its official flagship store, featuring three classic van Gogh works—"The Starry Night," "Sunflowers," and "Wheatfield with Cypresses"—on the cans of its full-wheat white beer. The article explores how beer brands can innovate through IP collaborations, using this case to discuss the necessary conditions for successful brand-IP partnerships.
李青林Sponsoring Jiangsu TV New Year's Eve Concert: Can Beer Giant Succeed in the Soda Water Market?
On November 22, Tsingtao Brewery's Prince Seaweed Soda Water officially launched its new packaging, adopting the internationally popular slim can design, which is more stylish than traditional short cans. It is also set to appear as the official designated water at Jiangsu TV's 2020 New Year's Eve concert. This article analyzes the product's definition, Tsingtao's motivations, and its market strategy.
澄韵Behind the Post-90s Consumption List: 10 Trends in New FMCG Consumption
Big brands dominate, private labels rise, and bold flavors are popular! From Bianlifeng's post-90s consumption list, we've identified 10 interesting new consumption trends.
龙猫君The 2 Trillion Yuan Beverage Market: The Era Anxiety of Water Sellers
Wahaha plans to end its endorsement deal with Wang Leehom, with Zong Fuli explaining it's because he's aging. This reflects a broader anxiety in the beverage industry, where brands face challenges from market saturation, changing consumer preferences, and the rise of B2B platforms disrupting traditional distribution channels.
邓一喜Coca-Cola Enters Plant-Based Beverage Market for the First Time, Kicking Off a Battle
Coca-Cola has officially entered China's plant-based beverage market, launching its AdeZ plant-based drinks, including oat-based beverages, through B2B channels and online sales. This move creates channel competition with Swedish oat milk brand Oatly, which entered China in 2018. Industry insiders believe that while China's plant-based beverage market has existed for some time, many brands face bottlenecks, and with the support of major companies like Coca-Cola, the market may see another surge.
李振兴The 13-Character Formula for New Consumer Entrepreneurship: Easy to Enter, Hard to Graduate, Cultivate Carefully and Claim Kingship Slowly!
“All consumer goods are worth redoing” and “a large number of offline retail tracks are worth redoing” are phrases practitioners have repeated this year. On one hand, the emergence of new brands seems easier, but on the other hand, achieving scale and building moats is increasingly difficult. We thought it would be valuable to set aside the ups and downs and discuss the essence of “people, goods, and places.” Against this industry backdrop, we held the 2019 Matrix Partners China Innovation Sharing Session, second edition, titled “Forget New Retail, We Return to the Essence of ‘People, Goods, and Places.’”
肖敏What Is Wahaha Up To: From Pop-Up Stores in 2017 to Tea Shops Now, Is It Sticking to Physical Stores?
Wahaha, after ending its 20-year endorsement deal with Wang Leehom, is now venturing into offline tea shops, aiming to boost sales to 70 billion yuan next year. The company is leveraging nostalgia with products like AD calcium milk tea, targeting young female consumers, and has launched a franchise program with three store formats.
New DistributionFood Company or FMCG Company: What Is Unilever's Endgame?
Unilever, known as a daily chemical giant, is also one of the world's largest food and beverage companies, leading in frozen food, condiments, ice cream, and tea. After 20 years of strategic adjustments, including both divestitures and acquisitions, Unilever aims to write a new brand story in the new era. As of the author's writing, Unilever's stock price reached $59.7, nearly 20% above the target acquisition price.
金梅Soft Drinks: Small Bottles, Big Industry
The future of the soft drink industry will no longer feature 'one hit product per category,' but rather 'a hundred flowers blooming across different categories,' with shorter overall lifecycles and increasingly sustained hit products.
张文录Uni-President and Wondersun Dairy 'Break Up', Selling 9% Stake for RMB 334 Million, Returning to Calm and Focusing on Core Business
According to an announcement by Uni-President Enterprises on December 13, it plans to sell all of its 9% stake in Heilongjiang Wondersun Dairy Co., Ltd., held by its three subsidiaries (Kunshan, Chengdu, and Wuhan), for a total of RMB 334 million. The sale includes transfers to Beidahuang Investment Holdings and China Agricultural Reclamation Industry Development Fund.
New DistributionTen Strategies for Baijiu Sell-Through
The baijiu industry's rapid growth has stalled, with Moutai as the sole standout. Intensifying competition among top players is inevitable as the market shrinks. The industry is polarizing, with strong players getting stronger and fragmentation coexisting. If you're not even a fragmented player, it's time to exit. This article outlines ten practical strategies for improving sell-through, from brand-driven approaches to tech-enabled sales.
唐江华Coca-Cola's 179 Years in China: Who Controls the Beverage Market?
In 1768, British chemist Priestley accidentally dissolved carbon dioxide into water, an accident that, over two centuries later, sparked a colorful beverage wave on the other side of the world. -01- The Devil's Water of Foreigners Four years later, the father of carbonated water again invented equipment to produce carbonated saturated water, opening the door to the soda world. In the mid-19th century, the West widely accepted this soda and passed on the joy of this 'happy water' to the world. In 1840, the Opium War opened the closed doors of the Qing Dynasty, and this Western 'devil's water' entered China under the leadership of the Dutch, known as 'Holland water.'
艾永亮Bestore Founder Yang Hongchun: Why We Must Do Premium Snacks
In recent years, snack brand Bestore has made many moves. At the Shanghai CIIE, it signed a 300 million RMB deal with Pakistan's largest pine nut supplier HALO FOODS, and also reached a strategic cooperation with a Turkish company. Founder Yang Hongchun explains the premium snack strategy, which focuses on high-quality products and has driven 15% growth across all channels.
雷建平Snow Beer's Hou Xiaohai 'Without Reservation': What Exactly Is the New Era Strategy for the Snow Brand?
Should beer learn from baijiu in branding? Hou Xiaohai reveals Snow's 'decisive' strategy. Since 2017, Snow Beer has embarked on a new round of strategic layout, focusing on brands rather than capacity. From 'Facial Makeup' and 'Ingenuity' to 'Black Lion White' and 'Mars Green', these new brands, along with Heineken acquired by Snow, form a brand 'dream team'. Against the backdrop of a warming and upgrading Chinese beer market, this brand strategy will impact the industry's 'decisive' landscape...
云酒Nongfu Spring, Mengniu, and Yili All Entered the Coffee Market—Is the Spring for Ready-to-Drink Coffee Coming?
In October 2019, Nongfu Spring launched three new ready-to-drink coffee products under its Carbon Bing line: black coffee, low-sugar latte, and sugar-free latte. In September 2019, Mengniu's fresh milk brand 'Daily Fresh' introduced a cold-brew coffee latte, and in July 2019, Yili announced its new Saint Ruis instant coffee. These moves signal that major food giants are eyeing the ready-to-drink coffee market, which is growing at 16% annually and expected to reach 14.9 billion yuan by 2021.
晓鱼Is Oishi Losing Its Momentum?
Oishi, a childhood memory for a generation, is preparing to list on the Main Board of the Hong Kong Stock Exchange. Founded in the Philippines in 1966 and entering the Chinese market in 1993, the company had rumors of an IPO as early as 2008, but it wasn't until this year that it took action. However, the 'over half a century old' Oishi seems to be losing steam. During the reporting period, revenue growth stagnated and net profit showed a downward trend. Especially in the Chinese market, which accounts for two-thirds of its revenue, sales volume declined, performance dropped, and overcapacity became severe... The external environment is changing rapidly, and market competition is intensifying.
沈庹Yan Bin Loses Again! Court Confirms All 'Red Bull Series Trademarks' Belong to TCP Group
A recent Beijing High People's Court ruling has confirmed that all 'Red Bull series trademarks' are owned by TCP Group, marking the first substantive decision in the long-running dispute. This follows Yan Bin's loss in a Thai court appeal in August 2019, and the court rejected both of Red Bull Vitamin Drink Company's core claims.
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