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 104 of 196
Turning Crisis into Opportunity in 2 Years: What Did Nestlé Do Right?
Nestlé's organic growth accelerated to 3.6% in the first half of 2019, up from 3% in 2018, driven by internal growth and pricing. The company overcame its 2017 growth crisis through accelerated innovation, new growth points, and supply chain reforms, launching 170 new products in 2019.
LenaChan、AnnaHUThe Traditional Distribution Model of "Distribution + Promotion" Is Failing, and the New Product Promotion Model Has Changed
After 2013, the logic of product development and promotion changed as China entered a middle-class society with stagnant sales volumes. Products became psychological first, and the traditional mass distribution and promotion model no longer works; instead, strategic promotion targeting niche markets and leveraging viral spread is now essential.
刘春雄How a Former P&G Employee Helped Afu Sell Hundreds of Thousands of Bottles of Jojoba Oil on Douyin During 618?
Xiao Yi, a former P&G intern, shares how he helped Afu achieve success on Douyin during the 618 shopping festival, selling hundreds of thousands of bottles of jojoba oil. He details the evolution of traffic acquisition, the process of scaling from zero to one in content marketing, and the importance of building a strong team and brand.
孙乙丹Nestlé Reports 2019 Half-Year Results: Greater China Revenue RMB 23.3 Billion, Ice Cream and Seasonings Stand Out
Nestlé released its 2019 half-year results, with group revenue of CHF 45.5 billion (approximately RMB 309.1 billion) in the first six months. Greater China revenue reached CHF 3.430 billion (approximately RMB 23.3 billion), maintaining its position as Nestlé's second-largest global market after the US. Organic growth accelerated to 3.6%, driven by strong performance in pet care and coffee, while in China, ice cream and seasonings showed notable growth.
New Distribution"My Product Is So Good!" What Does That Have to Do with Me?
This article discusses the marketing myopia concept, where companies focus on their products rather than customers, leading to failure. It uses examples like Meters/bonwe and Procter & Gamble to illustrate how brands decline when they ignore consumer needs, and emphasizes the importance of customer-centric thinking and external perspectives.
空手Wahaha's Zong Fuli: Consumers Say They Don't Drink Carbonated Drinks, but Their Actions Speak Louder!
At the recent APEC forum, Zong Fuli, president of Hongsheng Beverage Group and head of Wahaha's brand PR department, shared her views on the new industrial era. She believes that in responding to consumer demands, companies need not only data as raw material but also a framework system to deconstruct data. A framework is similar to strategy but broader and deeper; without it, data can mislead, as seen when consumers claim health is their top priority and dislike carbonated drinks, yet sales of such drinks are rising.
New DistributionWahaha's Zong Qinghou's New Beverage "Plan"!
At the 2019 APEC Business Leaders China Forum, Zong Qinghou, Chairman and General Manager of Wahaha Group, delivered a speech detailing the company's strategy for intelligent beverage manufacturing and outlined three strategic upgrade directions, including a "Big Health" strategy, integration with artificial intelligence, and active development of "Intelligence+".
New DistributionWhat is New Marketing?
Traditional marketing is the marketing system of industrial society, while new marketing is the marketing system of information society (sometimes called the Internet era). As we transition from industrial to information society, the differences between the two will become as stark as those between agricultural and industrial commercial systems.
刘春雄In Search of the Next 'Three Squirrels': This 'Little Bear' is Leading the Way
After two years and three attempts at an IPO, Three Squirrels finally went public, surging on its first day with a market value approaching 10 billion yuan. From internet celebrity to listed company, Three Squirrels took only seven years. While people marvel at the speed of Three Squirrels, they are also examining the current 'internet celebrity speed.' Before Three Squirrels went public, there was a company that relied on the 'internet celebrity' concept to support almost all its performance: Kedi Xiaobai Milk, now favored by consumers. Founded in 1985 in a small county like Yucheng, Shangqiu, and historically producing agricultural processed products such as glutinous rice balls, instant noodles, and canned food, Kedi never imagined it would one day become an internet celebrity. And this path has widened, with daily sales of 400 tons, from one production line to fourteen, demonstrating the power of internet celebrity.
New DistributionHuiyuan Juice's Troubled Love Life: Missed Coca-Cola at Its 2008 Peak, Then a Failed 'Marriage' with Tiandi No.1
Huiyuan Juice, once a household name in China, has faced repeated setbacks in its strategic partnerships: missing a takeover by Coca-Cola in 2008 and, in April 2019, seeing its proposed joint venture with Tiandi No.1 collapse within months. With over 10 billion yuan in debt and a possible delisting looming, the company's next move remains uncertain.
李静Private Label: A Remedy for Distributors' Anxiety?
Distributors today are anxious, with small ones worrying about survival and large ones about transformation. The main causes are low profits from first-tier brands, intense market competition, and high costs of nurturing new products. Many distributors turn to private labels to enhance company value, strengthen channel control, and gain higher profits. However, success is rare, often due to poor category selection. Suitable categories include snacks and frozen foods, while those with high brand concentration, high technical requirements, low margins, or uncertain industry prospects should be avoided. Successful private label distributors typically have strong channel control, sufficient funds, and the ability to shift their mindset. Key strategies involve differentiation in packaging, design, and specifications, using OEM production for light investment, and careful pricing and channel selection.
李青林Big Brands Are Constantly Being Decried: Will Brands Die Out?
Why are once-big brands being decried, and why is P&G, the inventor of brand management theory, the most criticized? Is the era of brand extinction really coming? This article argues that brands will never die as long as humans exist, and that brand building is even more strategically important in the new era.
朱玉童Red Bull's Serial Crises
If China Red Bull were to disappear, what would the energy drink market look like? This hypothesis is not far-fetched, given the intensifying competition. In late May, Huabin Group's Warhorse gained a health food label, and half a month later, Thailand's TCP Group confirmed that Red Bull Anji would enter China. Since August 2016, the trademark dispute between TCP and Huabin has seen over 20 rounds of legal battles.
有趣有料的Investigation into Heizhima's Huge Advance Payments: Where Did the Funds Go?
Since 2014, Heizhima has been making large advance payments to 'independent third-party' advertising companies despite its modest profits. An investigation reveals that at least two of these companies are not truly independent but closely linked to the Heizhima group, with one company's former major shareholder and legal representative still holding a position within the group.
方京玉Major Move | Yili Enters Social E-commerce with New Probiotic Product, Why Are Brands So Obsessed?
Brands are flocking to the emerging field of social new retail. Recently, another major brand, Yili, announced its entry into social new retail with a new lactic acid bacteria product. The product, Yixiaojun, under Yili's 'Xinshiji' brand, was officially launched on July 19, marking Yili's official foray into social new retail.
澄韵The Moat of the FMCG Industry: Brand, Product, or Channel—Which Reigns Supreme?
The concept of economic moats, introduced by Warren Buffett, refers to a company's sustainable competitive advantages in defending against competitors, including intangible assets, network effects, switching costs, and cost advantages. In the FMCG industry, brand and channel are the most critical moats, while product technology alone rarely forms a durable barrier.
菁财聚焦大消费Want Want: Probably an Advertising Company, 4500 Words of Dry Goods Reviewing Its Road to Internet Fame
Want Want, known for its playful marketing, has become an internet sensation through cross-industry collaborations and creative product launches. From the 'Made Bigger' gift box during Double 11 in 2017 to the '56 Ethnic Groups' cans and a partnership with Nayuki tea, the brand has successfully engaged younger consumers while maintaining its nostalgic appeal.
梅花网silviaFind Customers, Operate Customers, Let Customers Create More Customers
The 'customer problem' is the primary issue in marketing. In the internet era, the term 'customer' has been replaced by 'user', and its position in the value chain has been elevated to unprecedented heights. This article explores the importance of individual customer value, the need for direct connection and operation of customers, and introduces the 'cognition, transaction, relationship integration' marketing principle, along with the 'Weimai' system as a practical implementation.
文石The Core Secret of Marketing: Build Recognition Backwards, Sell Forwards!
Cheapness is not the start of an easy marketing path but the beginning of a marketing nightmare. The real marketing logic is to build recognition backwards: let consumers first recognize the product, then the channel will be forced to accept it, and sales will follow.
刘春雄The Art of Leading Troops for Regional Managers: Strict Military Discipline, Three-Point Agreement, Appropriate Elimination, and Rewards and Punishments
For an enterprise, the regional market manager is an important organizational unit in the marketing system, and enhancing their capabilities is a key part of marketing. This article defines the regional manager as a person who leads troops into battle, compares the enterprise to a feudal state, and discusses the responsibilities and standards for regional managers, as well as how to lead their 'troops' effectively.
方刚After Monster, Coca-Cola Brings Heavyweight 'Ayataka' to China, Aiming to Disrupt Kangshifu and Uni-President's Tea Drink Dominance?
As consumer demand for healthy beverages grows, the carbonated soft drink market is showing weakness, and even Coca-Cola has seen declining sales. However, Coca-Cola's slump in China may change with the introduction of Ayataka green tea, imported from Japan, which is now available on its e-commerce flagship store.
New DistributionPepsi Enters Energy Drink Market: What Are Its Chances?
Following Coca-Cola's announcement to launch its own energy drink in 2019, PepsiCo CEO Ramon Laguarta revealed plans to introduce a Pepsi-branded energy drink, intensifying competition between the cola giants in the energy drink market. As carbonated soft drink sales decline, both companies see growth potential in energy drinks, but they face the challenge of capturing market share from dominant brands like Red Bull.
李振兴Local Snacks: How to Regain Growth After the Bonus Era?
As demographic and traffic dividends decline, local leisure snacks face the challenge of achieving another decade of high growth. With major players like Three Squirrels going public, the industry must adapt through channel expansion, supply chain innovation, and internationalization.
何天骄FMCG Giant: Nice Group's Glory and Blood and Tears
From a state-owned soap factory ranked second from bottom nationally to a leading Chinese detergent brand with sales exceeding 10 billion yuan, Nice Group successfully overtook strong domestic and international competitors. However, behind its prosperity lie concerns about the controversial blood-stained contract responsibility system and the passing of its legendary leader, Zhuang Qichuan.
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