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How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 100 of 196
10-Year Marketing Director's 100 Honest Truths About Marketing
Having transitioned from a professional manager to a trade partner and marketing consultant, the author reflects on over a decade in marketing, sharing successes and failures. This article offers 100 candid insights, from career advice and management principles to the realities of corporate politics and personal growth.
盛斌子Three Squirrels and Others See Significant Price Cuts; Nut Industry Faces Shakeout Amid Severe Homogenization
A major battle is inevitable. Recent investigations by Beijing Business Today found that nut products from snack brands such as Three Squirrels, Haoxiangni, and Qiaqia Food have seen significant price cuts, with the lowest discounts falling below 50% of the original price. Industry insiders say the nut industry has low entry barriers and severe product homogenization. As more companies enter the market, some small and medium-sized enterprises will inevitably be eliminated or acquired, and the nut industry is on the verge of a shakeout.
李振兴NBA in Hot Water? FMCG Sponsors Queue to Terminate Contracts! IP Needs Caution
On the evening of October 4 US time, Houston Rockets general manager Daryl Morey posted inappropriate remarks about Hong Kong on social media, echoing a slogan used by Hong Kong rioters. NBA Commissioner Adam Silver defended Morey's 'freedom of speech', sparking widespread opposition from Chinese fans. The incident has led to sponsors terminating contracts, with NBA earning $1.2 billion annually from China.
New DistributionReport: 50 Major Domestic Brands from Before the 1990s
Recently, China's old brands have been making a comeback, with many domestic products returning to the market in a high-profile manner, sparking a 'guochao' (national trend) wave. This time, we trace back to before the 1990s, categorizing and reviewing some memorable domestic brands, looking at their origins and current status.
货圈全微数实验室The Battle of Two Beverage Giants: PepsiCo's Customer Loyalty Program vs. Coca-Cola's Total Beverage Strategy
Since 2013, carbonated beverage companies have faced their darkest hour as consumer tastes shift and sales decline. In response, PepsiCo has launched a customer loyalty program offering rebates, while Coca-Cola has pursued a total beverage strategy, diversifying into healthier options and new categories.
MorketingThe Bottleneck for 50 Million Distributors: Success in Marketing, Failure in Management!
At the 2019 China FMCG Conference organized by New Distribution in August, Mr. He Jianfeng, founder of Chengpu Henghe, shared the 'Nine Swords of Digital Distribution' for digital distributors. This article interprets these principles to explore how distributors can improve internal operations and management in the digital era, emphasizing scale, standardization, and process optimization.
袁来Deep Dive: Nine Trends in FMCG Digital Marketing for 2019
As 2019 draws to a close, New Distribution reflects on the past, present, and future to identify key trends in FMCG marketing. Based on two years of industry interviews and frontline research, partner Ren Xiaodong outlines nine trends, from digital transformation and live-streaming e-commerce to B2B platform consolidation and the rise of charismatic new products.
任小东Mengniu Launches "Coffee Latte"! Entering the 3000 Billion Coffee Market with a "Curved Path" Strategy!
Coffee, an ancient beverage, has become increasingly popular over time. Once a symbol of "middle-class sophistication," coffee drinks have quietly moved into the mass consumer market. Across the country, a fierce battle for the coffee market has begun. As a dairy giant, Mengniu also wants a piece of the action. Recently, Mengniu's fresh milk brand "Shi Ri Xian Yu" launched a new drink - Cold Brew Coffee Latte. Seeing the word "coffee" in the product name, discussions about "Mengniu selling coffee" have surged... Is Mengniu selling coffee? No, it's a latte!
咖啡牛奶Deep Dive: Why Are Food Prices Rising Globally?
Recently, pork prices have become one of the most discussed topics among consumers. Today, we take this opportunity to talk about food price increases. According to the National Bureau of Statistics, pork prices rose 46.7% in August this year, bringing new anxiety in the Year of the Pig—'pork freedom.' Recalling previous 'toon freedom,' 'cherry freedom,' 'milk tea freedom,' and 'yogurt freedom,' we are spending more and more on food. From January to August this year, the average consumer price index rose 2.4% year-on-year, with food prices up about 5.9%.
FBIFThai Court Confirms Validity of Resolution by Red Bull Vitamin's Controlling Shareholder to Remove Yan Bin as Chairman
Red Bull, originally from Thailand and popular worldwide, has been embroiled in a trademark litigation between its founder's Xu family and Red Bull Vitamin Beverage Co., Ltd. (Red Bull Vitamin) in China for over three years. Recently, a significant court ruling has stirred new waves in this battle. Reports show that as early as September 20, 2016, Red Bull Vitamin Beverage (Thailand) Co., Ltd. (Thai Red Bull), as the controlling shareholder, removed Yan Bin from his positions as legal representative and director of Red Bull Vitamin.
New DistributionThe 70% Low-Concentration Juice Market Is Declining: Where Is the Juice Market Headed?
On September 26, Luckin Coffee once again 'crossed over' by announcing a strategic cooperation agreement with Louis Dreyfus Group to jointly build a production facility focused on NFC juice and develop a high-quality juice co-brand in China. Similarly, in recent months, Nongfu Spring has been continuously strengthening its presence in the juice market, not only innovating in low-temperature NFC but also upgrading its Nongfu Orchard brand in early September, increasing the juice concentration from 30% to 50%. Whether entering or upgrading, the juice market is undergoing a structural transformation.
刘云Has the 50-Year-Old 'Positioning Theory' Become Obsolete?
The era of winning through a single tactic is over. Even a giant like P&G has failed to break the curse of brand aging. In March this year, 180-year-old P&G was delisted from Euronext Paris, citing 'cost and management needs.' The outside world tends to attribute this to the aging of the giant. Indeed, from fiscal 2013 to fiscal 2018, P&G's global net sales fluctuated downward, at $73.9 billion, $74.4 billion, $70.7 billion, $65.3 billion, $65.1 billion, and $66.832 billion, respectively, failing to surprise the capital market.
钱德虎Coca-Cola Launches Two Sports Drinks in Six Months to Fill Market Gap
Coca-Cola is making a concerted push into the sports drink segment, launching its second product in less than six months. Industry insiders see this as a move to fill gaps in its portfolio and seize the market opportunity, though established players like Gatorade and Pocari Sweat have already taken the lead.
李振兴Jinluo Showcases at 2019 China International Meat Industry Exhibition, New Product 'Zhenpin Xiaoshan' Steals the Spotlight
On September 26, the 17th China International Meat Industry Exhibition opened at the Chengdu Century City New International Convention and Exhibition Center. As one of the most important trade exhibitions in the global meat industry and the largest, most professional, and highest-turnover international meat exhibition in Asia, it attracted over 1,000 domestic and international enterprises from more than 30 countries and regions. As a leading brand in China's meat products industry, Jinluo Group (hereinafter referred to as 'Jinluo') has participated for many consecutive years, and this year once again made a high-profile appearance with its full industry chain star products, with a mysterious new product—'Zhenpin Xiaoshan'—officially launched, drawing significant attention and becoming the focus of the event.
New DistributionKearney Releases Global Beverage Industry Report: Insights into Trends from Consumer, Product, Brand, and Distribution Dimensions
The beverage industry, traditionally stable, is undergoing significant transformation. Internationally, PepsiCo has targeted health-conscious consumers by acquiring SodaStream in 2018. Coca-Cola entered the tea market a decade ago with its subsidiary Honest Tea, and acquired coffee chain Costa in 2019 to expand into the fast-growing coffee market. In China, the rapid rise of Luckin Coffee and Heytea has squeezed packaged beverages, while new-generation consumers' acceptance of local and niche brands has fueled successes like Xiangpiaopiao and Rio. Consumers increasingly demand healthier, eco-friendly options, driving major industry changes. This article examines trends in consumer, product, brand, and distribution to guide beverage companies in adapting and maintaining market position.
FBIFThe Warming Instant Noodle Market
Instant noodle companies have launched multiple new products, including three viral products and Master Kong's 'Tomato King' at 5 yuan. Does this indicate a market recovery? Latest data shows that after three years of decline, China's instant noodle market sales began to rebound in 2018, with 2019 expected to return to previous peak levels. Industry insiders believe the market is warming, but most caution that the recovery is temporary, as health concerns and shrinking consumption scenarios will drive consumers toward healthier, faster options.
振兴 王晓 君花Marketing Is Getting Harder—How Should Brands Find a New Way Out?
If you work in marketing, you've likely felt it: since the start of this year, affected by the trade war and market downturn, the internet advertising market has shown signs of fatigue. According to CTR's '2019 First Half China Advertising Market Review,' the overall Chinese advertising market declined by 8.8% in the first half of this year, with internet advertising revenue down 4.3%, making internet brands cautious about ad spending. Facing a new advertising winter, where should brand marketing go?
李东阳Why Would Best-Selling Cola Resort to Cashback to Save Itself?
PepsiCo has launched a membership program called PepCoin that offers cashback for purchasing its drinks and snacks, aiming to boost sales amid declining carbonated beverage consumption. While the initiative may attract some consumers, its effectiveness is questionable given the broader health trend and the low-price perception of cola.
New DistributionThree Squirrels: Behind the Scenes
As school starts, the author, away from home, decides to send snacks to their kids and becomes intrigued by the brand Three Squirrels. After seven years, the company has evolved from an online-only brand into a digital supply chain platform enterprise, with impressive financials and a strategy focused on product diversification and offline expansion.
郭之富Making Wahaha More Understandable to Young People: The National Finals of the Wahaha Marketing Competition Kick Off!
The Wahaha Marketing Planning Competition is a planning and practice competition for college students nationwide, where participants develop and implement promotional strategies for Wahaha products, with winners selected based on planning quality and practical results. On September 17, Hangzhou Wahaha Group Co., Ltd. (Wahaha) held the national finals launch conference for the 12th Wahaha College Student Marketing Planning Competition in Beijing, with several industry leaders in attendance.
New DistributionContinued Attention | The Authenticity of Kedi Dairy's 2019 Semi-annual Report Remains a Mystery!
Kedi Dairy released its 2019 semi-annual report, which was first questioned by three independent directors and then received an inquiry letter from the SME Board Management Department of the Shenzhen Stock Exchange. Due to unpaid milk payments, the company has drawn government attention and multiple inquiry letters, and its recent financial report has caused market volatility and doubts. Despite reporting normal operations, a 22.71% increase in net profit, and 1.75 billion yuan in book cash, it still failed to repay dairy farmers on time.
靳拾柒New Consumption Wave Hits, Focus Media Becomes Core Platform for Igniting Consumer Upgrade Market
Recently, a widely shared article by internet personality Diao Ye, titled 'Don't Doubt It, the 'New Consumption' Wave Is Coming!', highlighted three major waves affecting China's new consumption: new media (new forms and efficient promotion), new channels (e-commerce diversification, with shelf-based e-commerce becoming classical), and new brands (eliminating middlemen for extreme cost-performance). In this era of new consumption dividends, the ability of consumer goods companies to seize opportunities is crucial. In China's super consumer market, any niche segment can give rise to a brand, but only those that capture the core platform for consumer upgrade and shape consumer mindsets can achieve brand premiums and become FMCG giants.
媒介360内容中心Leisure Food: Selected Segments in a Trillion-Yuan Market
The trillion-yuan leisure food market continues to grow at over 12% annually. Sub-sectors such as leisure braised products, baked goods, and nuts are growing fastest, while concentration remains low, offering significant headroom for consolidation.
杨默曦、马莉Focus Media's Jiang Nanchun: Business Opportunities among New Middle Class: 'Three Loves, Three Fears, Three Shortages'!
Focus Media founder Jiang Nanchun shares insights on China's consumption and media trends, highlighting the new middle class's preferences and fears, and how brands can leverage elevator media to capture their attention and drive growth.
江南春