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What Does an Investor Look for When Investing in B2B?
As B2B gains momentum, we invited Bian Kailing, Investment Director at Ether Capital, who has discussed over 600 B2B projects, to share key success factors and investor concerns. Below is Bian's account to iHeiMa.
以太资本卞恺灵80% of New Product Launches Fail! Here's How to Break Through
Every year, over 80% of new product launches fail. In fact, launching a new product is like directing a show: with thorough preparation and the right leverage point, breaking into the market is not that difficult. Only through scientific market research and analysis, finding the right entry point and positioning, can a new product quickly capture market share and survive. In other words, only with scientific market, consumer, and competitor analysis can a new product stand undefeated.
朱志明Good Products Sell Scarcity, Not Satisfaction!
This article is a discussion between Mr. Fang Gang and Mr. Liu Chunxiong in a Chinese beer marketing management group about how to create products in the internet era. The views are very inspiring, and the editor has specially organized them for readers. The discussion revolves around the keyword "scarcity" and explores how to manufacture and utilize scarcity in today's world of material abundance.
方刚、刘春雄New Product Launch - Refined Terminal Management
The development and design of new products carry a significant corporate mission. Firstly, innovation is the soul of enterprise progress and an inexhaustible driving force for development. To achieve long-term growth, companies must ensure product updates to meet consumer demands. Through product line sorting and development, companies continuously eliminate lower-margin products and improve profitability. Secondly, by understanding and forecasting market demand, they develop innovative, market-aware products to maintain competitiveness. Thirdly, new product launches are both a refinement of existing channels and an opportunity to develop new markets. Finally, new product development also serves to optimize and upgrade consumption structures. The market characteristics of dairy products indicate that traditional extensive models are no longer applicable, and precise launch processes can achieve high efficiency. The three basic terminal actions include standard display, free tasting, and terminal shouting. Refined channel management in display, promotion, tasting, inventory, sales, personnel, costs, and channels is essential for product sell-through.
吕驰I Bend Down, Only to Exchange for a Chance to Hold My Head High! To All Sales Colleagues
A wealthy CEO, curious about ordinary life, takes a bus and is publicly shamed by a woman for not giving up his seat. Later, she applies to his company, and he makes her shine shoes to humiliate her, but she does it with dignity, demanding payment and donating it to a beggar. He hires her, and she proves exceptional, teaching him that bending down temporarily is not losing dignity but earning the right to stand tall.
New DistributionIs the Rural Market Really Dying?
Opinions vary on whether China's rural market will decline or prosper. Some believe that with a shrinking rural population and rapidly falling consumption, economic decline is inevitable, or at least not optimistic. However, the author argues that the rural market will never wither, and the current drastic changes are a necessary process for the release of energy from this huge market of 600 million people.
赤霄剑The Mars Empire: Staying Private, $33 Billion in Annual Sales, and 11 Brands Worth Over $1 Billion Each
Recent news that Mondelez may acquire Hershey, potentially surpassing Mars' $33 billion in annual sales, has drawn attention to Mars, one of the first food companies to enter China and currently one of the largest. This article explores how Mars, the world's largest private company that refuses to go public, became the global leader in confectionery.
New DistributionHu Xueyan: Everyone Has Days Without an Umbrella
One spring morning, Hu Xueyan was discussing investments with his senior managers. After scolding some for low profits, a merchant in distress came to ask for help. Hu not only bought his assets at market price but also allowed him to redeem them later, explaining that helping others is like lending an umbrella—one day you may need it too.
New DistributionEvergrande Spring Water Dilemma: "Good Product" + Big Investment = ?
After completing diversification into football, agriculture, health, culture, and finance, Evergrande Group Chairman Xu Jiayin announced at the 20th anniversary celebration on June 26, 2016, that the company would enter its seventh "three-year plan" phase, shifting from "scale + brand" to "diversification + scale + brand." This article examines the rise and fall of Evergrande Spring Water, questioning whether the company's real estate mindset and heavy investment could succeed in the FMCG market.
New DistributionOver 60 New Beverages Launched in 2016: Which One Will Be a Hit?
As summer heats up, it's the season for beverage launches. This article compiles about 60 new drinks introduced by major companies in 2016, highlighting their creativity, health-focused formulas, and fresh designs targeting young consumers. From light and fruity drinks to vitamin beverages, these products showcase innovative packaging and marketing strategies.
New DistributionHow Markets Get Killed: For Those Years of Turmoil
In 2015, many FMCG companies saw poor sales performance, with some experiencing sharp declines and others barely maintaining sales but facing losses. The overall retail growth slowed, intensifying pressure on sales staff. Despite the e-commerce boom, offline channels still account for about 80% of consumer goods sales, prompting companies to seek ways to boost physical channel sales.
老挺实评The Wahaha-Danone Dispute: The Largest International Commercial War in 30 Years of Reform and Opening Up
Over the 30 years of reform and opening up, there was a long process of integration between globalized international rules and traditional Chinese business thinking. Among the highs and lows, the 'Wahaha-Danone dispute' between Hangzhou Wahaha and France's Danone stands out as the largest international commercial war of that era. This article focuses on the protagonists: Zong Qinghou and Emmanuel Faber.
尚清Master Kong's Performance Woes Reflect Major Market Shifts
Master Kong's weak stock performance has persisted for a long time, and its net profit decline mirrors that of its old rival Uni-President, which saw a 68.8% drop in 2014. The instant noodle industry faces challenges from health concerns, product upgrades, and competition from frozen foods, leading to declining sales despite premium product launches.
New DistributionThe Secret Behind a Bottle of Guangping Wine Selling 6 Billion Yuan a Year...
Lao Cunzhang, another industry anomaly besides Niulanshan in the era of mass-market liquor, is not a listed company, so it has not been easily noticed and exploited by the keen capital market. Its selling price is even lower than Niulanshan, and it is regarded as an un-copyable outlier by most mainstream enterprises in this industry that pay taxes in a standardized manner. However, after multiple verifications, Weijiu speculates that its actual sales may be astronomical. Considering multiple factors such as reasonable avoidance of low-end liquor tax burden, authorized remote bottling, and sales discounts, many industry experts speculate that the actual shipment sales may be close to 6 billion yuan, but this data has not been confirmed by the manufacturer.
New DistributionHigh-end Baijiu Prices Recover, Market Spring May Be Coming
In the past two years, due to policy and economic conditions, the baijiu industry has been in a downturn, especially high-end baijiu, with bottles once priced at over a thousand yuan now adjusted to several hundred yuan. Compared with the same period in previous years, the baijiu market has been unusually active this year. Some industry insiders believe that high-end baijiu, after two years of sluggish sales and halved prices, is showing signs of recovery, which may drive the overall market rebound.
窦虹艳The O2O Failure Caused by 'Fake Demand'
In the era of mass entrepreneurship, the low entry barrier of O2O created a paradise of hope for entrepreneurs. However, many O2O companies died because they mistook 'needs' for 'demand', leading to unsustainable business models and eventual capital chain rupture.
陈崖枫Four Years, Three Leadership Changes: P&G at a Loss
After layoffs and divestitures, P&G still struggles to reverse its declining performance. Recently, it was reported that Lin Xiaohai, Vice President of P&G China, has left the company, making him the third sales head to depart in four years. As P&G's second-largest market, China's importance is undeniable, and the frequent leadership changes reflect the immense pressure from declining sales. Industry insiders say that a "slimmed-down" P&G is gradually shedding its affordable, approachable image and upgrading its strategy with premium products, but the results have been poor.
钱瑜 林杉Yihaodian's Tmall Flagship Store Closed: Why Is JD.com Integrating So Quickly?
According to Lianshang.com, just three days after JD.com acquired Yihaodian, the integration has already led to major changes. On June 24, the Tmall flagship store of Yihaodian disappeared, indicating the rapid pace of the deal. Analyst Yun Yangzi believes the key is the supply chain cooperation between JD.com and Walmart, with Walmart's physical stores integrating with JD Daojia and using the Dada logistics platform, which may also involve restrictions on Walmart China's e-commerce operations.
云阳子First Steps as a Manager: A Small Trial, Impressive Results
In June 2014, the company insisted I develop the catering channel for herbal tea, and after a month of being a scapegoat, I resigned. By September, the manufacturer had replaced the distributor in B county of A city with a dealer, and a friend of mine took over. After several managers failed to improve performance in four months, he asked me to help. In the first month, I followed the sales routes daily, observing and analyzing, but didn't participate in negotiations. After receiving my salary, I presented my analysis and strategy, focusing on a single product (large peanut milk) for the wedding banquet season, adjusting policies to undercut competitors, and successfully boosting sales by 120,000 yuan, making it the top-selling product in the region. In December, I organized a large order conference, leveraging the manufacturer's additional channel funds, achieving 600,000 yuan in sales, six times the previous period, and causing the main competitor's sales to plummet by two-thirds.
丙哥Turning Around the Toughest Market in FMCG in One Week: Sales Up Tenfold
In September 2013, I joined a southern food group as an FMCG beverage salesperson, starting in townships serving secondary distributors. After six tough months, I was transferred to the city and assigned to District A, where five salespeople had failed in a year. After two days of analysis, I visited over 130 outlets in four days, addressing complaints and building trust, which boosted daily orders from about 30 cases to over 1,800 cases—a tenfold increase.
丙哥JD New Channel's '6·18' Performance Soars 2005%: What Does It Mean?
JD.com's '6·18' shopping festival, originally a company anniversary celebration, has evolved into a nationwide e-commerce and social shopping spree. This year, JD.com saw record orders exceeding 100 million from June 1-18, with a 60% year-on-year increase on the final day. JD New Channel, a subsidiary, experienced a 2005% surge in sales compared to the same period last month, highlighting the power of big data and platform synergies.
赵波Liu Qiangdong: It's Time to Acknowledge That E-commerce Cannot Do Without the B2C Logistics Model
According to the National Development and Reform Commission, China's total social logistics costs in 2015 reached 10.8 trillion yuan, accounting for 16% of GDP, compared to 5-6% in Japan and 6-7% in Europe and the US. Despite the rapid growth of the express delivery industry, most companies are barely profitable or even loss-making. Liu Qiangdong argues that the B2C logistics model, which JD.com has pioneered, is essential for e-commerce and can reduce social costs.
New DistributionCIC Consulting: Analysis of China's Beer Industry
China's beer industry is experiencing declining sales volumes, while market size, revenue, and profits remain stable, and barley price declines are narrowing. By October 2015, main business revenue reached 166 billion yuan, up 1.39% year-on-year, with profit of 13.9 billion yuan, up 6.47%. The industry is consolidating as small breweries suffer losses under pressure from giants.
中国投资咨询网Investment Institution's Research and Analysis of FMCG Consumption in a Fourth-Tier City in China (Highly Representative)
A survey conducted in Pingxiang, Jiangxi Province in June 2016 reveals a struggling economy with rising scams, declining incomes, and falling retail sales. The FMCG market shows intense competition with stagnant dairy sales, declining sales for Want Want and Dali, and mixed performance for sportswear brands, while Urban Revivo stores remain profitable but face challenges.
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