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 103 of 196
Coca-Cola's Fastest Growth: Is It Really Because There Are More Happy Fat Guys?
In Kantar Worldpanel's 2019 China Brand Footprint Report, Coca-Cola unexpectedly became the brand with the largest increase in consumer reach points, breaking the dominance of Chinese brands in the fastest-growing brand rankings. The growth is attributed to the success of smaller packaging and new product variants like zero-sugar and fiber+ cola, which cater to fragmented consumption scenarios and health-conscious consumers.
凯度消费者指数80% of Distributor Owners Have Made This Mistake: Winning in Marketing, Losing in Management!
A large distributor who once thrived is now struggling to survive due to poor management despite strong marketing. The article identifies common management pitfalls such as excessive brand portfolios, lack of competitive brands, poor inventory control, and loose business tracking, offering practical advice for improvement.
梁胜威Latest: Nestlé and Starbucks Global Coffee Alliance Launches in China! We Talked with the Big Bosses of Both Sides
Nestlé has announced the official launch of its global coffee alliance with Starbucks in mainland China, introducing the new 'Starbucks At Home' product range. This means consumers can now buy Starbucks coffee products in more places and make a cup of Starbucks coffee at home just like in stores. Additionally, the two companies will provide the 'We Proudly Serve Starbucks Coffee' solution for out-of-store consumption scenarios, such as office pantries and hotel rooms.
何丹琳Exclusive | Want Want's 'Second Venture'
The Chinese market is vast, characterized by its breadth and depth. Before the internet, brands used a model of 'big SKU + mass production + big channels + big retail' to reach consumers nationwide. Now, with disappearing market growth, rising labor costs, and internet disruption, brands must rethink their strategies. Want Want, which entered the mainland market in 1992, is now undertaking a 'second venture' with its new independent brand 'Food Lab' (食技研), aiming to innovate by breaking away from its traditional system.
赵波Practical Tips | Revisiting the Human Wave Tactic: Sometimes Brute Force Works Better Than Art in Offline Competition!
This article revisits the human wave tactic in FMCG consumer promotions, arguing that despite the rise of internet thinking, traditional channel tactics remain effective, especially for SMEs. It provides a detailed guide on how to execute human wave promotions to build regional brands, covering preparation, execution, and evaluation.
海游“Not Famous Brands Also Sell Well” No Longer Works: Channel Driving Force Is Rapidly Disappearing
The disappearance of channel driving force does not mean channels will vanish; channels as transaction pathways will always exist. This is a major trend, already near completion in central cities, while in township markets it still has some effect but is severely declining. Western marketing has long entered 1P marketing where product (brand) is the sole driver, whereas Chinese marketing is dual-driven by brand and channel.
刘春雄The Era of Small Brands Rising: Why Are You Standing at the Windward but Not Taking Off?
This article discusses the rise of small brands in China despite the dominance of large FMCG companies. It explains how small brands can break through by using central route persuasion, increasing consumer involvement, and leveraging new channels and standards.
郑光涛GrantThis Summer's 'Hit' Beverages Possess Three New Attributes
This summer's beverage market features creatively named drinks like 'Xiao Xiao Huo' and 'Li Zhi' soda, which are essentially just plum juice and lychee soda. These names are designed to attract consumer attention. The market is shifting towards healthier, more functional, and uniquely branded options, with 'hit' products needing to combine health, playfulness, and entertainment to succeed.
李佳Why Would Anyone Be So Determined to Build a Brand?
Many companies aspire to build a brand, but brand is merely a means to make money, not the ultimate goal. Whether to build a brand depends on the customer type and development stage; for B2B or early-stage companies, it may not be necessary.
空手60 Million RMB Series A Funding, 10x Growth, Strategic Investment from Baixiang and New Hope: What Drives the Innovative Brand 'Single Dog Food'?
On the occasion of Chinese Valentine's Day, New Distribution had an in-depth conversation with Zeng Ruilu, co-founder and CEO of the innovative consumer brand 'Single Dog Food'. The brand targets single people and has become a dark horse in the snack food industry within just two years. With over 200 million single adults in China, the brand has secured 60 million RMB in Series A funding and formed strategic partnerships with major FMCG companies like Baixiang and New Hope.
袁来 /刘云Under Trillion-Yuan Growth in FMCG, How Did This Biscuit Win Over 300 Million Fans to Become a Blockbuster Product?
In August 2019, in Guangdong, a convenience store's shelves of Meiji Panda Biscuits quickly emptied, convincing the store owner of the product's profitability. The biscuit's popularity on Douyin, with over 300 million views for the 'shake into a ball' trend, has made it a hit among Gen Z, supported by distributor trust and the strategic efforts of its Chinese general agent, Oriental Express.
New DistributionKedi Dairy: Holding 1.7 Billion in Cash Yet Accused of Owing Milk Payments for 19 Months
Kedi Dairy, once famous for its 'Little White Milk' product, is embroiled in a controversy over unpaid milk payments to farmers, owing about 140 million yuan since 2018. Despite having 1.7 billion yuan in cash and paying dividends, the company faces accusations of fund mismanagement and strategic missteps, reflecting the struggles of regional dairy firms under pressure from industry giants.
栾立 陈琼Internet-Famous Brands: Born from Traffic, Defeated by Trust
Internet-famous brands are lucky to gain overnight fame and sales, but they are also unfortunate because they lack trust and are vulnerable to public backlash. Brands should focus on building brand power through quality control, innovation, and crisis management to transition from being merely popular to being trusted.
刀姐dorisFormer Red Bull Executive Huang Qinjian: With These 11 Traits, a Blockbuster Product Is Born!
A blockbuster product is one that generates massive traffic, high sales or demand, and strong word-of-mouth. This new term from the internet era signifies a new product mindset in FMCG and holds huge consumption potential. The article outlines 11 common traits of blockbuster products, such as riding a trend, high frequency, and differentiation, and discusses how to launch them effectively.
黄钦鉴Beverage Peak Season: 5 Rights + 1 Action – How to Manage Your Own Freezer!
As summer approaches, the beverage battleground shifts from shelves to freezers, where thousands of SKUs compete for limited space. This article outlines four common tactics manufacturers use (investing in, buying, swapping, and stuffing ice), then details five correct practices and one hands-on action for managing your own freezer units effectively, including placement, execution, tracking, and team leadership.
海游Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, emphasizing empowerment of frontline staff, motivating store owners, and third-party verification.
张宇No Platforms, No Chains: 3 Rounds of Funding in 3 Years, Innovative Snack Brand 'Egg Full' Breaks Through with a 30,000-Person Community!
Leisure snacks represent a trillion-yuan market, yet the overall market structure is fragmented, small, and weak. After the store era led by Lai Yifen, Baicaowei, and Bestore, and the online rise of Three Squirrels, the brand 'Egg Full' has carved out a niche by leveraging content and a community of 30,000 food enthusiasts, achieving three rounds of funding in two and a half years and a repurchase rate of 40%.
佘雪 / 袁来How does e-cigarette leader RELX achieve over 10,000 offline brand trial events in one year?
Most people may not know that although e-cigarettes are not yet popular in China, they were first produced there. In 2003, a pharmacist named Han Li developed the world's first e-cigarette, "Ruyan," which at its peak sold nearly 1 billion yuan annually. However, in 2006, after being exposed by CCTV for false advertising, Ruyan's sales suffered, and it eventually had to abandon the domestic market and expand overseas. After 2018, e-cigarettes returned to the public eye and showed a trend of concentrated growth. According to the latest statistics, as of June 5, 2019, 14 domestic e-cigarette companies had completed financing, with a total amount of about 574 million yuan, far exceeding the total financing in 2018.
佘雪This "Taste of Childhood" Company Plans IPO, Moutai is Also a Shareholder
Liziyuan, a brand carrying the "taste of childhood" for many Chinese, is finally going public. The company plans to raise 691 million yuan in its IPO, with Moutai Jianxin Investment holding 5.68% of shares.
抹茶拿铁IP Is a Craft, Not Something Money Can Buy
IP is a brand in the social context, but it differs greatly from a brand. While brand building often requires a budget, IP cannot be bought with money because it is a craft. Even the most powerful organizations cannot compete with individual influencers, as IP ignition relies on personality and creativity, not resources.
刘春雄As Tea and Coffee Shops Multiply, Dairy Companies May Be the Biggest Winners
As tea and coffee shops proliferate, dairy companies are finding new business opportunities by supplying fresh milk and customized dairy products to these outlets, with brands like Meiji, Wei Chuan, and New Hope prominently displayed in stores.
郭苏妍Will Food Internet Celebrities Be a Flash in the Pan?
In 2019, a salted egg yolk ice cream broke traditional flavors in the ice cream industry and became a new 'internet celebrity' product, with sales exceeding 40 million yuan within six months of launch. This article analyzes the rise of internet-famous food brands from perspectives of product innovation, user demographics, communication channels, and market environment, exploring the driving forces behind their development.
刘小鱼991Mengniu Suibian's "Attention Please, Tourists" to Air, Kicking Off the Brand's Summer Entertainment Marketing Journey
On July 29, the premiere press conference for Zhejiang TV's "Attention Please, Tourists," exclusively sponsored by Mengniu Suibian Ice Cream, was held in Hangzhou, building anticipation for the show's official debut on August 3. The collaboration between Mengniu Suibian and the show promises a summer journey full of deliciousness and joy, with a twist. Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, spoke at the event and offered his best wishes. During the interactive segment where celebrity guests handed out ice cream, Mengniu Suibian won over the audience with its delicious taste.
New DistributionThe Bustling Coffee Market, the Ruthless Reality
The coffee market in China is experiencing rapid growth, with various segments such as instant, ready-to-drink, and freshly ground coffee competing for market share. Brands must focus on expanding the overall market and educating consumers to shift from tea and soft drinks to coffee, rather than fighting for existing market share.
刘小鱼991