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Browse 1243 New Distribution articles about E-commerce & Instant Retail.
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2020: Digitalization and New Infrastructure Redefine Every Role in the FMCG Industry
Infrastructure is the foundation of society, and in the FMCG industry, it encompasses all steps from factory to consumer, including production, warehousing, logistics, distribution, retail, and communication. The article argues that digitalization is the core of new infrastructure, and in 2020, it has become the top priority for traditional manufacturers, surrounding enterprises, and innovative brands alike.
New DistributionLive Streaming Determines How Much You Sell, Brand Determines How Much You Earn
Live streaming is undeniably the hottest marketing method in 2020, with many advertisers shifting brand marketing budgets to it. While it can quickly boost sales and clarify ROI, the question arises: is branding still necessary? After the boom, rationality returns, and reflections on live streaming are increasing, with the biggest concern being that brands lose their way in it. The article argues that live streaming is just a marketing tactic and most live streams do not enhance brand equity, emphasizing the distinction between marketing and branding.
寻空2009Dong Mingzhu Was Right: Livestream E-commerce Is Just Hype
Dong Mingzhu's livestream e-commerce success is undeniable, but she insists it's just hype and that product quality matters. This article argues that business owners should stick to their own positions rather than blindly following platform trends.
苗庆显From Content Dividends to Livestreaming and Private Domains: How Can Consumer Brands Find Their Next Growth Point?
The disappearance of traffic dividends is perhaps the most heard phrase among consumer brand entrepreneurs this year. From new e-commerce channels like social and private domains to emerging content platforms like Kuaishou, Douyin, and Bilibili, every cognitive gap is being quickly filled. However, the end of major dividends does not mean the end for new brands. On the contrary, the gradual maturity of new channels and content provides brands with more touchpoints to reach consumers, cultivating unprecedented soil for the birth of new brands. In this context, how to use each platform in stages and with strategies becomes key for consumer brands to break through.
曹瑞、黃斯理Didi, Meituan, and Cainiao Enter Community Group Buying: Prepared or Late to the Party?
The pandemic has intensified community group buying, with financing, IPOs, and cross-industry entries since May. Didi and Meituan's heavy investments raise questions about their impact on incumbents like Xingsheng Youxuan, Tongcheng, Shihui Tuan, and Shixiang Hui—are they late or will they reshape the market?
New DistributionThe Live-Streaming Sales Craze: Not Enough 'Leeks' (Audience) to Go Around!
Live-streaming, which began in the entertainment industry, exploded into e-commerce in 2020 amid the pandemic. Top streamers like Xinba and Wei Ya achieved record sales, but as brands rush in, problems such as audience saturation, consumer indifference, time waste, brand value erosion, and data fraud are emerging. The industry must return to the essence of KOL recommendations for sustainable growth.
道农 长袖The Future of Live Streaming Is Not Live Streaming
A young man planned to quit his streaming career during the 2017 Spring Festival holiday, but on the third day before his planned shutdown, traffic surged unexpectedly, so he continued. That man was Li Jiaqi. Live commerce has become a trillion-yuan market, with capital, brands, MCNs, and streamers flooding in, but its future extends far beyond selling goods.
时趣Meituan Enters Community Group Buying with 2 Billion Yuan! Battle Begins in Jinan, Dark Clouds Loom!
The general trend is unstoppable. In the current group buying arena, Xingsheng Youxuan stands out, while Tongcheng, Shihuituan, and Shixianghui compete for second place. Didi enters from Chengdu in the southwest, and Meituan expands in East and North China. The outcome is uncertain. This time, we focus on Meituan to witness Wang Xing's killer instinct.
六哥JOJODeep Dive | I Was Screwed Over by Livestream E-commerce
Six industry insiders recount the pitfalls of livestream e-commerce for anchors, MCNs, and brands. From fake sales and subpar products to disappearing merchants and unscrupulous MCNs, the frenzy hides a web of traps.
燃财经工作室In-Depth Analysis | Frontline City Manager: Cultivating 'Lighthouse' Key Accounts to Win the Battle for Urban High Ground
As the pandemic subsides, foot traffic in hypermarkets is recovering, but sales haven't fully bounced back. However, a closer look reveals that big-store channel sales haven't declined; online-to-home plus offline sales have even grown slightly. This article argues that big stores remain the most important 'lighthouse' channel and marketing high ground in every city, and provides a comprehensive playbook for city managers to plan, execute, and drive growth in these stores, covering both traditional and new (O2O) scenarios.
许翔 Ryan XuOnline-Offline Synergy: JD New Channel Unleashes Super Momentum in 618!
At 24:00 on June 18, JD's Zhangguibao "Crazy 618" promotion concluded. JD New Channel's cumulative 18-day sales reached 220% of the same period in 2019, with the first 4 hours of the peak period hitting 5.6 times last year's figure. Despite the pandemic, JD New Channel achieved significant growth through its strong B2B2C full-chain penetration.
New DistributionCase Study: Insights from a Second-Generation Distributor on Community Group Buying
Community group buying has attracted numerous distributors due to its impressive sales figures, such as one group leader selling 1,146 units of Telunsu milk in a day. A second-generation distributor, Li Bingyuan, shares his experience and strategies for entering this channel, highlighting the challenges, opportunities, advantages, and key steps for success.
李炳元FMCG Manufacturers: When the Live-Streaming Tide Goes Out, You Can See Who's Swimming Naked...
Live-streaming e-commerce is undoubtedly the hottest trend of 2020, while the street-stall economy is only temporary. 2019 was hailed as the first year of live-streaming, and the pandemic in 2020 further fueled its growth. From celebrities and influencers to sales associates and CEOs, everyone is rushing to set up their phones and enter the live-streaming era. Taobao, Douyin, and Kuaishou have taken the lead, becoming the big three, while JD.com and Pinduoduo are also joining the fray.
阿图Rising in 2018, Falling in 2019, Rising Again in 2020: Where Is Community Group Buying Headed?
The capital market often has the keenest sense and fastest reaction to emerging industries, and community group buying, which emerged in 2016, is no exception. After a boom in 2018, a bust in 2019, and a resurgence in 2020 catalyzed by the pandemic, the industry is now facing new dynamics and uncertainties.
长袖Under the Smashing Model, There Is No Windfall After Livestreaming
The article discusses the rapid rise of livestream e-commerce in China, arguing that while it has become a major retail channel, the window of opportunity for ordinary businesses and individuals has largely closed due to the 'fallacy of composition' and platform traffic concentration. It advises companies to focus on their unique value and integrate livestreaming into existing channel advantages rather than chasing the trend blindly.
苗庆显From Instant Noodles to Self-Heating Hotpot: What Growth Space Remains in the 100-Billion-Yuan Convenience Food Market?
The pandemic not only boosted video conferencing software but also caused convenience foods to sell out. Originally, this market was a typical victim of disruption, with food delivery platforms like Meituan and Ele.me nearly killing it through subsidy wars around 2016, except for a few innovative brands. The pandemic revitalized the entire market: during the 2020 Spring Festival, panic buying made convenience foods the hottest category, with offline shelves emptied and e-commerce sales up 700% year-on-year. But after the pandemic...
经纬创投主页君Pinduoduo or Taobao: Who Is More Suitable for "Three Squirrels" and Similar Brands to Sell?
The article discusses the evolution of distribution channels in the Chinese snack food industry, highlighting how new channels like Pinduoduo may give rise to new brands, challenging incumbents like Three Squirrels. It analyzes the competitive landscape, the shift from traditional e-commerce to social e-commerce, and the potential for new brands to emerge by focusing on non-leisure snack categories.
杨亚飞The Awkward Position of Internet-Famous Consumer Brands: Thriving Online, Stalling Offline
In recent years, innovative consumer brands have been on the rise, especially between 2017 and 2019, with internet-famous hits appearing frequently and becoming wildly popular. However, an interesting phenomenon has emerged: while these brands are thriving online, they seem to be struggling offline, with almost no presence. Some might argue that these brands are still enjoying the online dividend and don't need to rush into offline channels. But that doesn't quite add up. Take Three Squirrels, for example, one of the earliest internet-famous brands that rode the wave of Taobao's rise and has grown into a major player in the snack food sector. Yet, its offline performance has been lukewarm. In its 2019 annual report, Three Squirrels reported revenue exceeding 10 billion yuan, a giant in the FMCG industry, but its offline business, including feeding stores and alliance stores, only brought in 518 million yuan and 280 million yuan respectively. A 10-billion-yuan FMCG giant born online, after years of offline expansion, still hasn't established a firm foothold.
道农How Are Jane, Three Squirrels, and Bestore Using Private Traffic to Drive Sales?
Ten years ago, Wang Li drove to a hypermarket to stock up on snacks, where buy-one-get-one-free promotions were her battleground. Five years ago, her son set up a Taobao account for her, and she sat by the router waiting for the 11.11 countdown. Today, Wang Li opens a WeChat group, collects a coupon from customer service, and places another order via a mini-program. In her eyes, shopping has become more convenient—one WeChat is enough, saving the hassle of comparing options. Her son, who works in the internet industry, calls this 'private traffic.'
FBIFPinduoduo in Danger
Live-streaming e-commerce is essentially an enhanced version of Pinduoduo, posing a significant threat to the platform. Pinduoduo's success was built on a model of social group buying and low prices, but live-streaming platforms like Douyin and Kuaishou are now replicating and improving upon this model, potentially undermining Pinduoduo's market position.
林文龙Live-streaming commerce: Is low-price promotion the only way? Coca-Cola and Perfect Diary show how to leverage influencers for branding
Influencer marketing is a hot topic this year, but many brands mistakenly treat influencers as a sales channel, relying on discounts. This article argues that influencers should be used for branding, solving specific problems in specific scenarios, as demonstrated by Coca-Cola's use of Santa Claus and Colombia's Juan Valdez, and suggests a more effective strategy for creating trends with influencers.
杨泽2020 Ice Cream Battle: Faster Product Iteration, Online 'Internet-Famous' Brands Go Offline
High gross margins are the biggest reason manufacturers keep investing in internet-famous ice cream, but these products still need to stand the test of time. 40,000 ice cream bars sold out in seconds, and the party secretary's endorsement of Heihe soybeans generated 3.96 million yuan in on-site transactions.
李媛Cross-border co-branding and e-commerce: Can Wahaha, moving closer to the youth, return to its peak?
Wahaha, once the leader in the food and beverage industry, has faced a rapid decline since its peak in 2013. After years of seeking a breakthrough, its recent moves, including a milk tea store and e-commerce platform, have sparked industry discussion. Can Wahaha succeed this time?
陈峰Is Livestream E-commerce a Passing Fad or a Real Opportunity? FMCG Manufacturers, Evaluate Rationally!
Livestream e-commerce, another trend that manufacturers are flocking to after the home delivery business model, seems to be ushering in a new spring. First-tier brands such as Coca-Cola, Xiangpiaopiao, and Yili, and even senior executives, have joined the fray, standing in livestream rooms to hawk their products. On one hand, this can be understood as manufacturers under sales pressure due to the pandemic, facing high inventory and the need to match previous performance, are eager to try any opportunity. On the other hand, for manufacturers focused on online marketing channels, this trend has been evident, and the pandemic has accelerated the process.
邢仁宝