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In the New Retail Era, How Should FMCG Companies Transform Their Marketing Strategies?
At the Alibaba Cloud Computing Conference in October 2016, Jack Ma first proposed the concept of 'New Retail.' But what exactly is New Retail? Many people think of emerging sales channels like e-commerce, community group buying, and livestream selling, but it is far more than that. For example, when you browse or view something on a mobile web page, other platforms push related information to you—this is 'big data' and 'cloud computing,' which can precisely grasp consumer information and needs, and accurately push products to consumers.
史顺海2022: Channels Return to Certainty!
Before 2022, when discussing channel changes and trends, fragmentation, diversification, and segmentation were almost industry consensus. Looking back over the past three to five years, new channel types such as community group buying, short-video live streaming, O2O same-city retail, private domain e-commerce, and content e-commerce have emerged, with both online and offline channels flourishing. Of course, this also kept brand owners and distributors busy, as they had to follow each new channel to seize category market share. Just as they became familiar with the operations of new channels, the rules of the channels and platforms changed again. After a while, another variant channel appeared...
袁来Go, Meituan Instashopping!
Brands are betting on instant retail. During the 2022 Christmas and New Year period, RIO cocktails promoted new products via Meituan Instashopping, achieving over 40% year-on-year sales growth and attracting nearly 300,000 new customers in December, the year's peak. During Meituan Instashopping's 'New Year Shopping Festival', brands like P&G, Carlsberg, and Hsu Fu Chi saw transaction volume double, with Yihai Kerry leading in grain and oil, and Jinlongyu's sales doubling year-on-year, including one canola oil product with an 8-fold sales increase.
十里Retail Stays 'Online' for the Long Haul
For some companies, sales from home delivery now account for over 10% of total revenue. Even during the festive month of reunion, Jiajiafu persists with live streaming, launching its first live session of the Tiger Year on February 11. Similarly, MINISO keeps its 'dual intelligence' online, focusing on member digitalization and private domain traffic to transform each member from a mere code into a richly tagged individual, seamlessly integrating online malls, offline stores, products, inventory, marketing, and orders.
燕双飞The Consumption Efficiency Formula and Consumption Utility Indicators of Community Group Buying, Livestream E-commerce, and Same-City Retail
Regardless of how the business models in the retail e-commerce industry evolve, the core lies in balancing the three dimensions of 'experience, efficiency, and cost.' These dimensions correspond to the roles of merchants and consumers, meaning all retailer efforts and innovations aim to improve experience, efficiency, and cost for both parties. If any retailer could excel in all three dimensions, no competitor could match them. In reality, this is highly unlikely; generally, excelling in one or two dimensions already makes a great retail enterprise.
我是庄帅Traditional FMCG Brands Increase O2O Investment: Opportunities and Challenges Coexist
Compared with the volatile community group buying, O2O has maintained steady growth. Kantar Consulting's 2021 O2O report predicts that O2O sales will account for 8% of the overall retail market in 2021, with growth significantly outpacing overall online sales. Since 2020, FMCG giants like Mars and Coca-Cola have increased their O2O investments, highlighting the channel's vitality. However, as an emerging model, O2O faces issues such as collaboration among brands, retailers, and platforms, data application, fulfillment, and price balancing between online and offline.
周群Who Should Fight the Battle of Channel Digitalization?
Based on my observations, apart from e-commerce, digitalization in enterprises is currently led by several departments: e-commerce, IT, marketing, and dedicated channel digitalization teams. These departments connect with users through methods such as platform traffic diversion, product QR codes, company 2C platforms, and social fission. However, these approaches are mostly F2C models with limited user scale and low activity, placing them on the periphery rather than the main battlefield. The main battlefield is channel digitalization, which requires the traditional channel team to take the lead, supported by a dual-track system and a focus on model innovation.
刘春雄No Advertising, Annual Revenue of 15 Million! What Exactly Makes Expiring Food So Popular on Douyin?
Expiring food is trending on Douyin, with some sharing tips to gain followers and others claiming to earn 15 million yuan annually without ads. Once seen as a bargain for the elderly, it now attracts young consumers, with over 40% of respondents willing to buy and recommend it, and 47.8% of buyers aged 26-35. The market is booming, but success requires navigating challenges like consumer stigma, online traffic, and supply chain issues.
波妞The Private Domain 3.0 Myth: Do You Really Distinguish Between Private Domain and Membership Systems?
In the recent wave of new consumption, rising customer acquisition costs have made 'private domain' and 'membership' key tactics for brands to capture users. However, many people do not actually understand the difference between private domain and membership, and some even think they are the same system. Even companies that have already built membership systems still have many questions, such as why their membership platform is not attractive to users, and why members are unwilling to redeem their points despite having so many.
刀法行研2022: Channels Return to Certainty!
Before 2022, when discussing channel changes and trends, fragmentation, diversification, and segmentation were almost industry consensus. Looking back over the past three to five years, new channel types such as community group buying, short-video live streaming, O2O same-city retail, private domain e-commerce, and content e-commerce have emerged, with both online and offline channels flourishing. Of course, this also kept brand owners and distributors busy, as they had to follow each new channel to seize category market share. Just as they became familiar with the operations of new channels, the rules of the channels and platforms changed again. After a while, another variant channel appeared...
袁来National Major Provinces and Cities 2022 Spring Festival Sales Data Released
Golden Week consumption is often seen as a barometer of China's economy. Despite sporadic COVID-19 outbreaks before the holiday, this year's epidemic prevention measures were relatively mild, supporting travel and consumption. During the seven-day Spring Festival holiday, an estimated 130 million passenger trips were made nationwide, up 31.7% year-on-year. Domestic tourism revenue reached 289.198 billion yuan, down 3.9% year-on-year, recovering to 56.3% of the 2019 level. Catering and entertainment consumption also showed growth, with Meituan takeout orders for New Year's Eve dinner up 143.25% year-on-year, and box office revenue reaching 6.026 billion yuan, the second highest for Spring Festival in Chinese film history.
联商网编辑部How Can FMCG Brands Avoid Involution? Here's the Code to Crack It
In 2020, many companies began to build private domains because of channel involution. With rising customer acquisition costs and intense competition, brands are turning to private domains to directly connect with consumers, achieve precise communication, and enhance marketing efficiency. This article uses Telunsu's 'Mingshi Hui' as an example to illustrate how private domains can help brands shift from price-based to value-based marketing.
任文青A Year of Brand Self-Broadcasting on Douyin: All for Nothing!
We spent this year helping brands run live-streaming rooms on Douyin, and this sharing is a summary of our DP services. We served over 20 brands in total, with 5-6 long-term partnerships. To sum up 2021 brand self-broadcasting on Douyin, I've distilled it into 16 characters: high-profile, policy tilt! Disappointing... Profits questionable?
红兔梁一Community Group Buying Nearly Extinct, Can Xingsheng Youxuan Break Through?
Since 2021, community group buying has faced continuous setbacks, with several major players collapsing. Xingsheng Youxuan, the last of the 'old three groups,' now faces giants like Duoduo Maicai and Meituan Youxuan alone. The company is expanding into clothing sales, signaling a strategic shift toward e-commerce and higher margins, but faces significant challenges from established players and high return rates.
唐伯虎2021 O2O Channel Revenue Top 100 Brands Ranking
Under the impact of the pandemic, digitalization in the retail industry has been strengthened, and brands' online transformation has accelerated. According to annual performance data from the three major O2O platforms (Ele.me, Meituan, and JD Daojia), Yili (3.58 billion yuan) and Mengniu (2.944 billion yuan) lead the top 100 brands, ranking first and second. In the 2021 O2O channel top 100 brands list, more than half of the brands achieved growth in online performance, with brands such as Wuliangye, C&S, and Wyeth showing significant growth in home delivery business, with an average monthly growth rate exceeding 5%.
小鹰报告Community Group Buying Slows Down: Underlying Logic Conflicts Persist
Community group buying has slowed down as companies like Tongcheng Life, Shixianghui, Shi Huituan, and Orange Heart Preferred transform or fall behind, leading to a reshuffling phase. The core issue is that the internet business model has reverted to a retail one, creating logic conflicts in the business model.
洪志西Going Offline? What Does the 'Street Battle' for New Brands Really Come Down To?
A decade ago, the best marketing strategy for brands was to seize offline channels such as malls, supermarkets, convenience stores, and department stores. Ten years later, with the advent of the mobile internet, e-commerce platforms like short-video live streaming, JD.com, and Tmall have become powerful customer acquisition tools. However, as internet dividends fade and online customer acquisition costs rise, many brands face a 'ceiling.' According to Everbright Securities' in-depth report on private domain traffic, Alibaba's customer acquisition cost rose from 278 yuan per person in 2018 to 929 yuan in 2020, an increase of nearly 234%. Even Pinduoduo, with the lowest cost, saw it rise from 77 yuan to 203 yuan per person. In 2020, e-commerce accounted for 26.7% of FMCG sales, while offline channels still hold 800-900 billion yuan in sales. Thus, the offline 'street battle' is also a channel war.
朱先生Douyin E-commerce: How to Create a Touching New Year Shopping Festival with 'Passion'
Why is the festive atmosphere of the Chinese New Year fading? The Spring Festival, a time for family reunion, is the most ritualistic occasion for every Chinese. Douyin E-commerce's 2022 New Year Shopping Festival used innovative activities and products to recreate the traditional New Year market online, evoking nostalgia and passion, and successfully engaging users.
文石2022 Stock Battle: How Should City Managers, the Frontline Commanders, Conquer Territory?
Since the outbreak of the pandemic in early 2020, the FMCG channel landscape has changed dramatically. While many discuss new channels like social e-commerce, O2O, and community group buying, few address how city managers should adapt. This article features an interview with Xu Xiang, author of a new book on omnichannel management for regional/city managers, who shares insights on navigating the 2022 stock market battle by mastering fundamentals and embracing continuous learning.
任文青AndyThe Transformation Pain of Traditional Liquor Distributors
Since 2012, the liquor industry has entered a new round of deep adjustment, and traditional large distributors are facing unprecedented challenges. This article analyzes the development and classification of traditional liquor distributors, the impact of market evolution, and the necessity of transformation.
云酒19 Major Problems Facing 19 Star Consumer Companies
In 2021, consumer, e-commerce, and entertainment sectors faced significant changes, with a common pain point being growth ceilings. This article examines 19 core problems for 19 star consumer companies in 2022, from e-commerce giants like Alibaba and JD.com to new consumer brands like Pop Mart and Genki Forest, as they navigate challenges in a post-growth era.
虎嗅O2O Channels: A Key Path for FMCG Manufacturers to Match Personalized and Diverse New Consumer Demands
On January 14, JD Daojia, the local instant retail platform under Dada Group, hosted an 'Instant Retail Think Tank' salon, inviting dozens of leading brands and retailers to discuss new challenges and opportunities under the instant retail trend. This event came less than three months after JD Daojia's first brand partner conference on September 23, 2021, highlighting the attention brands are paying to JD Daojia and the development of instant retail.
秦淮Digitalization: Different Paths, Same Destination
Alibaba's former CEO Wei Zhe noted that e-commerce has entered an era of stock. The search for new digital battlefields is everyone's expectation. Digitalization has multiple paths, but they all converge on the same road: F2B2b2C, or bC integration.
刘春雄Yang Yonghua: Only Reconstruction Can Lead to Rebirth
From the 'traffic is king' era of e-commerce platforms to the 'inventory is king' era of mobile internet, and now the 'value is king' era of private traffic, the consumer internet is constantly evolving. In his new book 'Reconstruction: Upgrade Your Competitive Advantage', Yang Yonghua analyzes the challenges enterprises face in reality, proposing that 'what disrupts enterprises is not technology, but customers', and guiding enterprises to undergo strategic reconstruction.
杨永华