NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
Related research and analysis
4701 articles · Page 101 of 196
“Coined-Term Marketing”: Is It a Lack of Money or a Lack of Brains?
This article discusses the phenomenon of coining new marketing terms, arguing that while most are old wine in new bottles, they serve to capture attention and spread ideas. It warns against blindly chasing buzzwords like 'private domain traffic,' advocating instead for a return to classic marketing principles such as brand communities.
营销启蒙运动群Behind the Scenes: How 'Internet-Famous Brands' Are Actually Operated
The article discusses how to build internet-famous brands, highlighting the trend of differentiation among new brands: some old national brands are revitalized through IP empowerment, while many short-lived internet-famous brands fade due to lack of IP. It emphasizes the importance of IP in brand building, using game theory to distinguish between one-off and repeated interactions, and outlines three strategies for sustainable brand success.
IMS创始人李檬Partnering with William Chan to Expand China's Functional Beverage Market: Can This Differentiated Brand Ignite Consumers?
This summer, health beverage brand CELSIUS officially announced that Hong Kong actor and singer William Chan would serve as its brand ambassador, marking the first celebrity endorsement since entering China over a year ago. With its 0 sugar, 0 calorie, and 0 fat positioning, CELSIUS aims to leverage Chan's energetic image to attract consumers and lead a new trend in healthy drinks.
New DistributionA Retrospective of China's Beverage Industry: Entrepreneurship, Rupture, and Capital Games
This article reviews the history of China's beverage industry, highlighting the rise and fall of major brands, their struggles with foreign capital, and the complex interplay of business, politics, and personal relationships. It covers iconic companies like Jianlibao, Wahaha, Huiyuan, and others, illustrating the industry's evolution and the challenges faced by entrepreneurs.
显岳The Cross-Industry Battle of Beverage Giants
Mengniu, Yili, Nongfu Spring, Coca-Cola... beverage companies are increasingly venturing into cross-industry products with more novel directions. Why do these companies pursue such products, and will consumers pay for them?
马霖20 Years Ago CCTV Was the Only Way to Build a Brand; 20 Years Later, Being an Internet Celebrity Is the Only Way
Zhong Xue Gao, a well-known name in the innovative brand circle, has maintained the fastest growth, highest average order value, and highest repurchase rate in the ice cream category online since its launch, according to founder Lin Sheng. The brand's success demonstrates that its brand value is being recognized by users, and its approach offers valuable lessons for the FMCG industry.
林盛Aiming for 'Top Five and 100 Billion', Yili's Persistence and Innovation
Yili's innovative products and strategic global expansion have positioned it as a leading Chinese dairy brand, with a goal to achieve 'Top Five and 100 Billion' (ranking among the top five globally and reaching 100 billion in revenue). Through product innovation, channel development, and building a 'Global Health Ecosystem', Yili continues to drive growth and enhance its brand influence.
李青林Colgate Partners with Alibaba Retail Link to Enter a New Era of Professional Oral Care
On September 4, Colgate, a global leader in professional oral care, held its new brand manifesto launch event in Hangzhou, unveiling the theme 'Let Go, Laugh Out Loud.' As strategic partners, Colgate and Alibaba Retail Link will collaborate to explore new opportunities under the new retail wave, aiming to provide better products and more professional oral care experiences to consumers through small stores.
New DistributionNestlé: The 'Elephant' Talks Innovation
Nestlé, the world's largest food company, is accelerating innovation across its core categories, experiential innovation, incubation of white spaces, and marketing innovation. By restructuring, streamlining processes, and fostering a culture of innovation, Nestlé aims to improve quality of life and contribute to a healthier future.
王思淳In H1 2019, How Did Other Condiment Companies Fare Besides Haitian?
In the first half of 2019, China's condiment industry continued its rapid growth. Among listed companies, Haitian Weiye led in both revenue and net profit, while Yihai International saw the highest revenue growth. Challenges included slowing growth for some and losses for others, with overall industry trends pointing towards transformation and upgrading.
综合整理3 Years, 4 Billion: Will Genki Forest Be the Next Coca-Cola?
Genki Forest has capitalized on the health trend in beverages, with its sugar-free and low-calorie products gaining popularity among young consumers. The company's success is also driven by the rapid expansion of convenience stores and effective online marketing, positioning it as a potential 'healthy Coca-Cola' for Chinese youth.
徐子Executives Retire in Batches but Zong Qinghou Remains, Wahaha's Succession Puzzle Awaits Resolution
The company's batch of executive changes has sparked industry discussion, while Wahaha's succession issue has drawn the attention of industry insiders. Recently, multiple executives at Hangzhou Wahaha Group Co., Ltd. (hereinafter referred to as "Wahaha") have undergone changes. In response, Zong Qinghou, Chairman and General Manager of Wahaha Group, stated in an interview with Cailian Press that the changes were due to "original directors retiring." The batch of executive changes has sparked industry discussion, and the succession issue has drawn the attention of industry insiders. Regarding the succession issue, Zong Qinghou did not reply to Cailian Press reporters' questions. However, he recently stated publicly that "for the second-generation succession of private enterprises, more than half will not do such a thing; property will definitely be inherited by their own children, but management does not necessarily have to be done by their children. Chinese enterprises will be managed by professional managers in the future."
杨泽世Expensive, Late, Expired, Unsold: Where Does Alibaba Retail Link's Confidence Come From?
As the head of Retail Link, the leading FMCG B2B platform, Lin Xiaohai shares his views on industry development, the platform's progress after three years, and its relationships with brand owners, distributors, and competitors. At the August 28 press conference in Hangzhou, Lin detailed the company's strategic shifts, service commitments, and digital initiatives aimed at empowering small retailers.
创新零售社FMCG Brands: Consumption Is Marketing
Most traditional brands still rely on continuous advertising for maximum exposure, then use a funnel model to filter target audiences for sales. However, mature brands often lack neither awareness nor product novelty, making mere exposure a waste of budget. The 2013 Coca-Cola nickname bottle campaign, which drove significant sales growth and social sharing, illustrates that marketing should be attached to product power, integrating marketing with the product itself.
杨不坏AKOKO Entrepreneurship Review: How Can Innovative Brands Break the Traffic Spell Without Money and Resources?
The following is the speech delivered by AKOKO CEO Su Mu at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Thank you for this opportunity to share with you. What I'm about to say has nothing to do with the AKOKO brand; I hope this sharing can bring you new insights and thoughts. The underlying logic of traffic changes: AKOKO has been around since 2016, and in three years, we've stepped on many pitfalls and fought many battles. For a brand to grow from being an internet celebrity to a long-lasting one, it needs not only category support and a stable brand strategy, but also planning and layout of traffic tactics. Today, I'll focus on sharing "traffic tactics."
苏木Yili, Mengniu, Dali, Master Kong, Haitian... Who Earned the Most in the First Half of the Year?
In the first half of 2019, Yili reported a net profit of 3.798 billion yuan, while Mengniu earned 2.077 billion yuan. Other notable performers included Dali with 2.07 billion yuan, Master Kong with 1.503 billion yuan, and Haitian with 2.75 billion yuan.
New DistributionHow Much Longer Can Traditional Marketers Hold Their Ground?
This article discusses the decline of traditional marketers in the face of the internet and changing times. The author, a former traditional marketer, argues that their methods are becoming obsolete, and the transition to digital is difficult, especially for older generations. The future belongs to those who can bridge both traditional and internet marketing.
刘春雄Why Tsingtao Beer Was the First to Propose 'Micro-Operations'
A marketing veteran who led a sales team of several thousand people recalls his deep connection with 'Sales and Market'... Lu Wenjin: 2007 Qingdao Outstanding Entrepreneur. Former General Manager of Tsingtao Beer Sales Company, Assistant to the President, and Vice President of Marketing. During his tenure at Tsingtao, he completed the ERP project and sales logistics specialization for the sales company. He successfully operated the Tsingtao Beer brand and helped create the second brand, Laoshan Beer. In 2015, he founded Hubang Chili Sauce, aiming to become a new-style chili sauce creator and build the number one internet chili sauce brand, exploring new paradigms of brand growth in the internet environment. He is currently Executive Director and General Manager of Qingdao La Workshop Food Co., Ltd.
陆文金Xiao Masong: See Problems from the Customer's Perspective!
The following is the speech content delivered by Luoji Siwei marketing consultant Xiao Masong at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Today I will share a small topic: how to see problems from the customer's perspective. Because in business, at all times, we must have a very important thought: see problems from the customer's perspective. Please look at the picture: this father gave him a small toy, and they said the child particularly likes it, but have you ever thought about what the child sees? The child sees the perspective on the right side of the picture. We think the child sees an elephant, a pig, and others, but actually he sees this. This is the difference between the brand's perspective and the customer's perspective.
小马宋Why Jiulongzhai, Despite Expert Help, Still Isn't Selling Well?
Recently, I noticed comments on Jiulongzhai's marketing from friends, with mixed reviews. I looked into it and gathered some information, forming the following views for discussion. Jiulongzhai is a sour plum drink with a long history and even royal lineage, under the state-owned Yanjing Beer. In 2017, it hired the renowned Shanghai Trout & Partners for strategic consulting, positioning it as 'cuts grease, drink Jiulongzhai' and launching a national recruitment drive with a goal of building a 10-billion-yuan brand. However, sales data is hard to find, and on JD.com, the most reviews are 64,000.
李传玖How the Term 'Marketing' Has Misled Countless Companies and Marketers
Two disciplines are most misunderstood: accounting and marketing. While accountants are often seen as mere bookkeepers, marketers are even worse off, viewed as mere sellers. This article argues that the Chinese translation of 'Marketing' as '营销' (yingxiao) has caused widespread misunderstanding, leading companies to focus on sales tactics rather than customer needs and value creation, and calls for a redefinition and enlightenment of the field.
苗庆显Nongfu Spring Annual Revenue Exceeds 20 Billion! Wahaha 46.9 Billion, Infinitus 23.9 Billion... Here's the Top 500 Private Enterprises List
The All-China Federation of Industry and Commerce recently released the 2019 Top 500 Chinese Private Enterprises list, offering a glimpse into the performance of unlisted but renowned food and beverage private companies like Wahaha and Nongfu Spring. The ranking is based on 2018 annual revenue, with Nongfu Spring showing a remarkable 17.54% growth and Wahaha a slight 0.97% increase.
何丹琳Phenomenal Marketing by the Nut Leader: Qiaqia's Brand Upgrade Achieved with Just These 2 Moves
Qiaqia Food's semi-annual report shows a record performance: revenue of approximately 1.987 billion yuan in H1 2019, up 6.02% year-on-year, and net profit attributable to shareholders of about 220 million yuan, up 28.08%. The company's new brand strategy, centered on the slogan 'Mastering Key Freshness Preservation Technology,' has successfully differentiated its nuts in consumers' minds, marking a successful brand restructuring as it expands into the nut category.
海哥In-Depth | The Rise of Domestic Brands in the Food Industry!
The rise of domestic brands in China's food industry is driven by a new generation of consumers with cultural confidence, leading to innovation and market success. This trend is not only about emotional support but also about quality and creativity, as seen in brands like Zhong Xue Gao and Three Squirrels.
FBIF