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 105 of 196
From "No-Name Brand" to "Brand": How Many Steps Does It Take?
To build a brand, one must first understand what a brand truly is—a product that holds a core position in consumers' minds. Since this position is constantly shifting, all brands are still on the road to becoming brands, with some having taken 100 steps and others 50. For small enterprises, the key is to change their mindset, image, tactics, and brand image, starting by focusing on becoming number one in a small market.
张黎明If the Logic of Self-Built B2B Doesn't Hold, What Should Brand Owners' Channel Digitalization Strategy Be?
This article discusses how FMCG brand owners can build a digital supply chain, totaling 7,800 words and about 20 minutes to read. It argues that channel digitalization is inevitable, but brand owners often lack systematic design for the entire channel, leading to digitalization for its own sake. The author proposes that brand owners should focus on two cores: diverse consumer demand and fragmented retail scenarios, and reconstruct the distribution channel using digital technology to build an efficient digital distribution network.
赵波Startup Brands Breaking Through: From Traffic Thinking to Content Thinking
The era when startup brands could rely solely on traffic dividends from platforms like Tmall and Taobao to grow into major companies is over. Today, consumer brands must shift to a content-driven approach, particularly leveraging short videos and other content platforms, to build strong brand recognition and drive growth.
黄海Who 'Killed' Chengde Lulu?
Chengde Lulu, once a pioneer in the plant-based protein beverage market, has seen declining sales and profits due to neglect by its major shareholder Wanxiang, a failed expansion into southern China, and intense competition from rival Yangyuan. The article explores the factors behind Lulu's stagnation and its recent attempts to revitalize.
读懂君002Major Move | Yili Enters Ready-to-Drink Coffee Market, Challenging Nestlé, 'Top Five and 100 Billion' Countdown Begins!
Yili, a leading Chinese dairy brand, has officially entered the coffee market with its new ready-to-drink coffee product, Sunrlas, now available on JD.com and Tmall. The product targets young consumers with vibrant packaging and premium ingredients, signaling Yili's accelerated expansion into the broader health food sector.
New DistributionHow Is It to Open a Store and Sell Snacks? 7 Reports Analyze Market Development Prospects
On July 3, the snack brand Three Squirrels, after multiple IPO setbacks over two years, finally reached the final step of its IPO, officially conducting a new share subscription and about to enter the capital market. The public offering of 41 million shares at 14.68 yuan per share values the company at approximately 6 billion yuan. This valuation suggests the snack industry is profitable, with data showing snacks account for nearly 30% of online food sales, and small twists sold 15 tons (2 million pieces) in 4 days, while small crisps sold 10,769 pieces in 4 days. The Chinese people consume 2 trillion yuan worth of snacks annually, but is the industry really that profitable?
New DistributionShi Yuan: People think something tastes good not because it is well-made, but because they feel it tastes good in their hearts.
After five years of entrepreneurship since returning to China, Shi Yuan has weathered hardships with tears and laughter. With 300 consulting cases, he has established a foothold in the consumer sector. Since returning from Japan in 2013 and founding Jishi Consulting in 2014, a brand strategy and marketing consulting firm focused on new consumer enterprises in 'clothing, food, housing, transportation, and entertainment,' Shi Yuan has witnessed and fully integrated into China's consumption upgrade. Jishi has become the strategic marketing consultant for many star enterprises and 'internet-famous brands'.
New DistributionInternational Brand Endorsement, Douyin Influencer Boost: This Product Is Selling Like Hotcakes!
In the diverse world of snack foods, bear-shaped cookies have stood the test of time. Known for their cute design and delicious taste, they are a favorite among young people and children. In 2019, Meiji bear-shaped cookies went viral on Douyin, with the 'shake the cookie into a ball' challenge attracting millions of views, making them a hot commodity for distributors.
New DistributionNew Product Distribution Not Meeting Sales Expectations: What's the Core Reason?
In the process of introducing new products to regional markets, the effectiveness of initial distribution is crucial. Many distributors can distribute quickly, but market activation is slow, leading to poor sell-through rates. This article analyzes the reasons for poor sell-through, such as low distribution quality, lack of follow-up management, and weak in-store execution, and offers strategies for improvement.
New DistributionNet Profit 10 Times That of China Resources Beer, 6 Times Tsingtao Beer: How Did Budweiser Become the Beer King?
In 2019, while the market fluctuated, consumer stocks thrived. After Moutai's historic market cap approached 1.3 trillion yuan, Budweiser's Asian business is set to list in Hong Kong. With net profits 10 times that of China Resources Beer and 6 times Tsingtao Beer, Budweiser's valuation appears relatively attractive.
华盛学院In the Post-Traffic Era, How to Make Short Videos ≥ CCTV Ads?
Short videos are currently the hottest way to attract traffic. Due to their short duration and low production cost, many users have joined short video platforms, but without the right methods, it's hard to create viral content and make money. This article explains how to create viral short videos, covering the necessity, methods, rules, and mindset for success.
谷铁峰Marketing Professionals Who Don't Learn Are Only Three Months Away from Elimination
The article discusses how the U.S. Navy's shift to 'minimal manning' on Littoral Combat Ships reflects a broader trend toward 'generalist' talent, where automation and rapid change make specialized skills obsolete. It argues that marketing professionals in the FMCG industry must embrace lifelong learning and adaptability to avoid being eliminated, as their current roles may soon disappear.
赵波Why Do New Products from Manufacturers Fail to Sell?
Every year, about 30,000 new products are launched, and approximately 95% of them ultimately fail. How can you create a new product that can ignite the industry in a market where supply exceeds demand? What are the key points from conception to success? A single product can save a company, and a single product can change an industry!
赵正强Brand Youthification or Building a Brand for the Youth?
Brand youthification has become an unavoidable marketing topic in recent years. With the Tmall China Chic Festival in 2018, a wave of China-chic and co-branding trends swept the domestic marketing scene, with old brands like Laoganma, Want Want, RIO, White Rabbit, and the Palace Museum sparking social discussions as 'internet celebrities.' However, brand youthification is often misunderstood; it is not merely about appealing to young people or adopting trendy communication tactics, but should be driven by the brand's core business objectives.
康迪 周在安The Bottled Water Arena: Nongfu Spring, C'estbon, Ganten, Master Kong, Ice Dew, Wahaha - Six Giants Battle for Supremacy!
The bottled water industry is highly concentrated, with the top six manufacturers holding about 80% of the market share. According to AC Nielsen data, in 2018, the CR3 and CR6 of China's bottled water industry reached 57.9% and 80.5%, respectively, with Nongfu Spring, C'estbon, Ganten, Master Kong, Ice Dew, and Wahaha occupying 80% of the market. From 2015 to 2018, Nongfu Spring, C'estbon, and Ganten steadily increased their market shares, reflecting that mid-to-high-end products and natural mineral water are more readily accepted by consumers during the upgrade process.
叶书怀 蔡琪Why Big Brands Fail at Niche Products
This article explores why many successful niche products come from small startups rather than big brands, highlighting the innovative advantages of niche brands and the challenges big brands face in adapting to new markets.
澄韵Liby: The Glory and Hidden Worries of a Domestic Laundry Giant
This article examines how Liby, a Chinese laundry brand, started with zero assets in Guangzhou, survived the 1997 crisis, and built a marketing network in lower-tier markets. It also explores the problems these past achievements have brought to Liby today.
金梅Why the More Ads You Run, the Faster Your Brand Dies?
The root cause of why heavy advertising no longer works as before is that in the centralized media era, information spread from point to surface, emphasizing 'broadcasting'; in the decentralized media era, information spreads from point to point, emphasizing 'transmission'. In the new era, 'transmission' is more important than 'broadcasting', and making users like you is more important than making them remember you.
梁将军Beer Enters Consumption Peak Season, Premium Beer Sees Both Volume and Price Rise
As summer heat peaks, beer sales enter their best period of the year. This year's peak season differs from previous years, with premium beer showing notable growth in both volume and price due to consumption upgrades and product structure adjustments.
梁丽群、李俊平Five Years in the Chinese Market, Why Isn't Coconut Water Popular Yet?
As beverage sales enter the peak season, coconut water remains a niche product in China despite five years of market presence. This article analyzes the market status, consumer profile, and challenges hindering its growth, while suggesting strategies for brands to succeed.
李青林Will Red Bull Disappear?
The Red Bull that sells billions of cans annually and helps you stay alert is being replaced by new brands due to the legal dispute between Huabin Group and Thai Tiansi. On June 23, Huabin's 'War Horse' brand finally obtained the 'Blue Hat' certification, joining the functional beverage war. Ten days earlier, on June 13, Thai Tiansi's Red Bull Anji was officially launched, starting to capture market share from South China. These seemingly unrelated brands are actually derivatives of the dual-brand attacks between Huabin Group and Thai Tiansi.
徐硕How to Set Policies, Select Outlets, and Distribute: 4 Key Steps for Launching a New Product
Launching a new product is challenging, but a good start is half the battle. This article outlines four essential steps for launching a new alcoholic beverage in a regional market: setting five key policies, selecting target outlets, executing a rapid distribution blitz, and holding a launch meeting.
赵海永Why Do All Brand Owners Want to Jump into the Pit of Self-Built B2B?
Recently, the news of Mengniu acquiring Huidanxia was denied, but it sparked industry-wide discussion. Many brand owners are building their own B2B platforms, but the author argues this may be a pitfall due to low single-store penetration, misaligned needs, and difficulty attracting other brands. Instead, brands should focus on digitizing their distribution networks.
赵波The Nine-Year Legal Battle Between JDB and Guangzhou Pharmaceutical
On July 1, the Supreme People's Court issued a ruling in the trademark infringement case between JDB and Guangzhou Pharmaceutical Group over the 'Wong Lo Kat' brand, which could be a turning point for JDB. The court found major defects in the evidence accepted in the first-instance judgment, revoked the Guangdong High Court's decision, and remanded the case for retrial.
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