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.
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4701 articles · Page 102 of 196
JDB and Wanglaoji: You Have Destroyed the Herbal Tea Market with Your Own Hands
This article is reprinted from the WeChat public account New Weekly (ID: new-weekly). Neither Wanglaoji nor JDB is willing to admit defeat, and they can selectively publish data, but the market will not deceive. Look at the production dates of herbal teas sold on the street; the fact is that it is not as easy as before to find a convenience store selling herbal tea.
胡厘头Turning Marketing into a Business
Marketing is becoming increasingly difficult, with theories and viral cases leaving little lasting impact. This article argues that the future of marketing lies in moving beyond traditional frameworks, adopting product-oriented thinking, and treating marketing as an entrepreneurial venture, using examples like WeChat Red Packet and Alibaba's 88VIP to illustrate how marketing can be transformed into sustainable, productized, and commercialized business models.
杨不坏A 20-Year Mengniu Distributor, Restless in Entrepreneurship!
At 9 a.m., when Yang Liang was met, he was deploying the latest work with department heads. After the meeting, I said, 'Why not go to your office for a quieter chat?' He replied, 'This is my office.' There was no separate desk or boss chair; the west side had a metal filing cabinet and two school desks piled with trophies, books, and products, while the east side had a long conference table for about ten people. Yang Liang's workstation was the first seat on the right. He distributes brands like Moutai, Jiannanchun, Mengniu, and Six Walnuts.
袁来Exclusive | Hou Xiaohai: The Success Logic of Snow Beer and Its Three-Year Transformation
Snow Beer, a domestic Chinese brand, achieved national reach quickly and became China's No.1 in production and sales by 2005, maintaining its lead in single-brand and single-variety sales. Hou Xiaohai, its current executive director and general manager, shares the brand's success factors, the challenges it faced, and the strategic changes implemented over the past three years.
侯孝海Firing on All Cylinders to Enter the Chinese Market: Why Does This Coffee Win the President's Favor?
China's coffee market is vast, with the ground coffee segment rapidly gaining share. According to the "2019 China Coffee Industry Market Prospect Research Report," the coffee market is expected to exceed 300 billion yuan by 2020, while the ground coffee segment is projected to surpass 100 billion yuan. The rise of ground coffee is driven by consumption upgrades and changing lifestyles, as consumers seek richer flavors and higher quality.
New DistributionChina Resources Beer CEO Reveals Latest Progress in Integrating Heineken China, Comments on AB InBev Asia Pacific's Postponed IPO
China Resources Beer Holdings (00291.HK) announced its first-half 2019 results, its first since completing the acquisition of Heineken China in April. CEO Hou Xiaohai discussed plans for new products and channels, the smooth integration of Heineken China, and expressed hope that Heineken would gain a market share similar to Corona. He also said the company is closely watching AB InBev's potential sale of a minority stake in its Asia business.
小食代Tsingtao Beer's Blue Army: Innovation Makes Marketing Self-Promoting
Tsingtao Beer's Innovation Marketing Headquarters, known internally as the 'Blue Army,' has attracted attention since its inception with a series of marketing moves that generate their own buzz and traffic. The Blue Army focuses on understanding millennial needs, launching innovative products like full-wheat white beer, and exploring new channels and business models, including cross-industry collaborations and private customization.
王深圳Traditional Tactics Fail: How Should New Products Enter the Market?
Many FMCG distributors complain about fierce competition and increasingly difficult business. This is partly due to the release of consumers' personalized demands in the context of consumption upgrading, and partly because hot categories imitate each other in new product development and market competition strategies, competing for distribution, investment, shelf space, and inventory. This article explains how to adapt by focusing on precise product positioning, consumer lifestyle insights, sensory marketing, and a healthy supply chain profit distribution system.
邢仁宝An Imported Biscuit Brand Enters Social E-commerce, Selling 12 Million in One Day!
On April 12, imported biscuit brand McVitie's achieved over 10 million yuan in single-day sales on Yunji, setting a record for the platform's highest single-day sales for a snack brand. In 2017, McVitie's entered social e-commerce and created miracles without advertising or traditional marketing. The brand's success stems from its historical heritage, product strength, consumer awareness, and brand momentum, as well as its strategic focus on social e-commerce and a well-designed top-level structure.
佘雪 / 袁来Marketing, Operations, and Sales: What's the Difference?
Peter Drucker said the purpose of a business is to create customers, and its two basic functions are marketing and innovation. Marketing is about understanding and managing customer needs, while innovation creates value to satisfy them. Marketing is broader than sales, encompassing all business activities, and is often confused with promotion or operations, which are tactical subsets of marketing strategy.
空手Tsingtao Brewery Reports 2019 Interim Results: Beer Sales Volume of 4.73 Million Kiloliters and Revenue of RMB 16.55 Billion
On August 15, Tsingtao Brewery released its 2019 interim report. In the first half of 2019, the company achieved operating revenue of RMB 16.551 billion, up 9.22% year-on-year, and net profit attributable to shareholders of listed company of RMB 1.631 billion, up 25.21% year-on-year. The company sold 4.73 million kiloliters of beer, a year-on-year increase of 3.6%.
New DistributionMarketing in the Second Half: Market Segmentation, Channel Reinvention, Positive-Sum Games, and Achieving Success for Others...
This article discusses the need for Chinese enterprises to deepen their understanding of marketing in today's competitive environment. It emphasizes the shift from mass markets to segmented markets, the importance of supply chain management in channel reinvention, and the necessity of adopting a positive-sum game approach to achieve mutual success.
陈春花Is Xiangpiaopiao Making a Comeback?
After a rough 2018, Xiangpiaopiao's stock has surged up to 161% since October, driven by the success of its new MECO juice tea product, which is on track to exceed 1 billion yuan in annual sales. The company aims to reach 10 billion yuan in revenue within five years, but faces challenges from shorter product lifecycles and intense competition.
读懂君004Confirmed! Yili Responds to Taking Over Huishan Dairy: Will Announce Progress
Yili Group has confirmed its participation in the bidding for the restructuring of Huishan Dairy, with a proposed investment of 1.5 billion yuan for a 67% stake. The project is still under negotiation and subject to uncertainty, with further announcements to be made upon substantive progress.
澎湃新闻Reshaping the Marketing Department
When we think about many marketing and strategy problems, we find that finding a theoretical solution is not difficult; as long as we identify the right problem, we can always find an answer. But putting the theoretical solution into action and actually executing it is another matter. Strategy problems become execution problems, and marketing problems become organizational problems.
杨不坏Why Do Chinese Marketers Have a Special Affinity for the 4Ps?
This article clarifies common misconceptions about the 4Ps marketing mix, emphasizing that it was not proposed by Philip Kotler but by E. Jerome McCarthy, and that it is just one part of Kotler's broader marketing framework. It argues that the 4Ps are a universal analytical framework, a practical work tool, and an organizational system, and it introduces a new marketing framework of scene, IP, community, and communication.
刘春雄The More Down-Market a Retailer Can Go, the Stronger Its Competitiveness
This article discusses the essence of retail, which is composed of creating optimal scenarios to capture traffic and continuously improving supply chain efficiency. It explores various retail formats, the evolution of traffic, and the importance of down-market expansion for competitiveness.
翁怡诺New Hope Dairy Acquires 55% Stake in Aoniu Dairy, Targeting South China Market
On August 12, New Hope Dairy held a signing ceremony in Fuzhou to complete the acquisition of a 55% stake in Aoniu Dairy, marking a substantive step in its expansion into the southeastern market and the initial formation of its national 'Fresh Strategy' blueprint.
新乳业Innovation Changes the World: '2019 Moving-Sales China Food & Beverage Innovative New Product List' to Be Released in Shanghai
As the global market flattens and China's internet catches up with and begins to surpass the US, Chinese marketing has entered an era without signposts. The only true standard for testing marketing effectiveness is 'moving sales' (sell-through). To this end, New Distribution, a professional FMCG media platform, has organized the '2019 Moving-Sales China Food & Beverage Innovative New Product' selection, with results to be announced at the China FMCG Conference in Shanghai on August 22, 2019.
New DistributionWhen Big Brands Besiege Rural 'Generic' Brands, They Are Counterattacked Online by New Brands...
Small brands that imitate big names have been wiped out in rural markets, but big brands now face attacks from innovative niche brands online and in cities. These new consumer brands use unique innovations and are eroding the market share of established giants.
赵波Jiang Nanchun, Founder of Focus Media: Old Brand Communication Methods Have Completely Failed, New Methods Are Rising
On August 8, Jiang Nanchun, chairman of Focus Media, attended the 13th China Brand Festival and delivered a speech sharing trends in the consumer market and communication market. He stated that in the wave of consumption upgrade, trendsetter groups dominate the consumer market, and the essence of advertising is to capture and influence these trendsetters to influence the bottom groups. He also believes that media represented by mobile internet has changed the dominant mode of the communication market, leading to the failure of old brand communication methods and the rise of new ones.
江南春Last Year's Noodle Sales Exceeded 7 Billion, This Year Plans to Invest 1.7 Billion to Build Base, Can Jinmailang Overtake Uni-President in 2019?
Last year, Jinmailang's overall revenue surpassed the 20 billion yuan mark, achieving strong growth after years of ups and downs since its founding in 1994. With its noodle business exceeding 7 billion yuan in 2018, Jinmailang has become one of the top three in China's instant noodle market, and is predicted to overtake Uni-President in sales in 2019.
New DistributionWhat Should Determine Product Pricing?
Product pricing should be determined by the value perceived by consumers, which includes functional value, experiential value, and personalized value. The more scarce the value provided, the higher the price can be.
刘润Brand Rejuvenation Strategy: Is There a Miracle Cure for Brand Aging?
This article explores the difference between product aging and brand aging, arguing that many companies mistakenly treat product upgrades as brand rejuvenation. It suggests that true brand activation requires providing new internal motivations to consumers by embedding the brand's value proposition into new life scenarios, rather than relying on superficial tactics like packaging changes or viral marketing.
郑光涛Grant