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 106 of 196
My Month Living in a 'Lower-Tier Market'
The author, an entrepreneur focused on C-end internet and consumer industries, spent a month living in a county-level city to understand the 'lower-tier market'. Through observations and user interviews, he found that price sensitivity, cognitive differences, and local business forms differ significantly from first- and second-tier cities, offering insights for businesses entering such markets.
十一爸爸“Terminal is King” Is Outdated; Terminal Reengineering under New Retail Thinking Is the Way Out
The article argues that the traditional concept of "terminal is king" is outdated, and that companies should reengineer their terminal business processes based on product attributes, marketing objectives, and the flow of information and logistics. It introduces a five-element terminal-driven model, including pre-terminals, core terminals, post-terminals, logistics terminals, and scenario-based logistics terminals, to effectively communicate with consumers and drive sales.
苗庆显Using "Lithium Water" to Win Over Consumers Over 45? Nongfu Spring Isn't Even Trying!
Nongfu Spring has launched a lithium-containing natural mineral water, priced at about 4 yuan, targeting the middle-aged and elderly market. However, compared to its 2015 product launches, this effort appears less thoughtful, with unverified health claims, minimal packaging innovation, and questionable pricing.
澄韵Viral Biscuit Shakes Up a Million People, Shaking Out a Big Hit Product
In the era of consumption upgrade, consumers' demands for leisure food are increasingly diverse, with healthy, good-looking, novel, and high-quality products becoming the top choice for young consumers. For distributors, a product that meets young consumer needs not only brings sales and profits but also new momentum for channel growth. It turns out that good products that satisfy both young consumer groups and ensure distributor profits are rare. Especially in the mobile internet era, hundreds of new products are exposed to consumers daily, overwhelming them...
New DistributionThe Making of an Internet-Famous Beverage: A White Paper
As summer approaches, the beverage market heats up with brands launching new products. This article offers practical advice on naming, packaging, flavor development, target audience, advertising, endorsements, distribution, and marketing tactics to help beverage companies stand out.
李乱七Jianlibao's Return to the Mainstream: Will It Be the Next Beibingyang?
Jianlibao and Beibingyang, once iconic Chinese beverage brands, fell from grace after their peak. Beibingyang successfully revived in 2011, while Jianlibao, after a turbulent ownership history, returned in 2016 and is now trying to regain relevance with a new slogan. The article compares their strategies and questions whether Jianlibao can replicate Beibingyang's success in the competitive functional drink market.
丹丹Report | 2019 China FMCG Industry Research and Development Report
In 2018, China's personal care market continued to grow, reaching 261.9 billion yuan. Domestic brands (such as Shanghai Jahwa) showed impressive revenue growth, while some international brands (such as Unilever) experienced negative revenue growth. In China's home care products, fabric care products accounted for 63.3%. Market concentration is relatively high, with the top 10 companies holding over 60% market share, among which Liby and Nice Group occupy the first and second positions with significant advantages. In 2018, the retail sales growth of tobacco and alcohol products slowed, with sales reaching 350.23 billion yuan from January to November.
艾媒报告中心Major Shakeup at Uni-President: Dual General Manager System Introduced
On the evening of June 26, Taiwan's food and beverage giant Uni-President announced a leadership change, with incumbent general manager Hou Jung-lung's term ending and being succeeded jointly by current vice general manager Huang Chao-kai and Li Ching-tien, assistant manager of the dairy division, effective immediately. This marks the first time in Uni-President's 52-year history that it has adopted a co-general manager system, with Li overseeing overseas markets and Huang overseeing Taiwan, both reporting to the chairman.
New DistributionMost of What You Understand About Marketing Is Wrong!
In today's business world where internet companies dominate, most people simplistically equate marketing with product positioning, advertising copy, crisis PR, and ad sales—even many directors' main job is reviewing copy. Is this a misuse of the director's role or a misunderstanding of marketing? Wang Sai, partner of Kotler Consulting Group China, sharply pointed out in a Tsinghua University business wisdom design talent training program class: most current market understanding of marketing is wrong!
王赛The Succession Dilemma at Wahaha
At 160 Qingtai Street, Hangzhou, stands the headquarters of Wahaha, a six-story gray building that has witnessed the wealth myth created by a school-run enterprise and the distance between two generations behind it. Zong Qinghou, the former richest man in China, is about to turn 74 and has hinted at stepping down, but the company denies it. His daughter, Zong Fuli, who has been groomed as a potential successor, faces the challenge of bridging the gap between her Western-educated, system-oriented approach and her father's paternalistic management style, as Wahaha's performance declines and the question of succession looms.
有趣有料的Scenes: Bridging the Last Meter from Product to Consumer
The article discusses the concept of the 'last meter' between products and consumers, arguing that while big data can bridge the physical distance, it fails to address the psychological distance. It emphasizes the importance of 'scenes' in marketing, which combine time, space, and emotional triggers to engage consumers and drive purchases.
10年助力六个核桃营销Dongpeng Te Yin Nears IPO: Can the Ambitious Perennial Runner-Up Turn the Tables?
With the industry leader's 22.8 billion yuan in sales standing firm ahead and competitors like Lehu and Red Bull Anaji attacking from behind, can Dongpeng Te Yin carve out a larger share of the market? The perennial runner-up in the functional beverage sector has fully revealed its ambition. On June 10, Huatai United Securities disclosed Dongpeng Te Yin's plan: Dongpeng Beverages (Group) Co., Ltd. intends to conduct an initial public offering and list on a domestic stock exchange. The company confirmed its listing plans and is currently undergoing listing guidance.
陈潇潇The Growth History of Chinese Consumer Brands
To invest in a brand, one must invest for the long term, looking through changes in brands and sales to find what is constant and solid—the inner strength. Brands are divided into five stages: channel-driven, from channel to traffic, interactive brands, product strength, and customer lifetime value management.
泛泛君COFCO and JDB May Part Ways: What Will Happen to JDB Without COFCO's Support?
On June 24, COFCO Packaging (00906) announced that it had received a share buyback notice from Zhi Shou, one of JDB's shareholders, on June 21, 2019. Zhi Shou applied to the Hong Kong International Arbitration Centre to buy back COFCO Packaging's 30.58% stake in Qingyuan JDB Herbal, offering to return the total cash and in-kind contributions made by COFCO Packaging, plus 10% annual interest. The outcome of this negotiation remains uncertain.
寒丰Wantai BioPharm Files for A-Share IPO, Revealing the Business Empire of Nongfu Spring Founder Zhong Shanshan
Beijing Wantai Biological Pharmacy Enterprise Co., Ltd. has updated its IPO prospectus with the CSRC, disclosing the business landscape of its actual controller, Zhong Shanshan, who also founded Nongfu Spring. The company's revenue growth has slowed in recent years, and its parent company, Yangshengtang, controls 79 companies across various sectors.
沈溦&张海妮Why Is It Getting Harder to Sell Food and Beverages?
After entering the food industry, I've felt that selling goods is becoming increasingly difficult, a sentiment shared by many peers. I argue that the food industry is a zero-sum game, where the total stomach capacity of consumers is limited, and the number of sellers, platforms, brands, and service providers has increased, intensifying competition. To succeed, companies must either sell more (brand influence), sell at higher prices (brand pricing power), or sell new products (innovation), all of which require deep consumer insight.
李倩Unilever's New CEO: Will Address Slowing Growth Brands in Food, Make More Acquisitions in Beauty & Personal Care!
Although Unilever sells RMB 153.5 billion worth of food and beverages annually, the company seems more inclined to bet on beauty and personal care. In a recent interview with the Financial Times, CEO Alan Jope hinted that the company's focus may shift further towards the higher-margin beauty and personal care business, with more acquisitions in that sector and continued divestment of slow-growing food brands.
小食代The Awkward Marketing Department
For companies transitioning to new marketing, the marketing (brand) department is now in an awkward position, facing questions of both 'what to do' and 'how to do it'. Traditional sales departments are increasingly taking over the marketing department's role, while the marketing department's traditional functions are diminishing in the new marketing system.
刘春雄Tmall Alcohol 618 Battle Report Released, Dark Horse Tsingtao Brewery Shines
Tmall released its 2019 alcohol 618 final battle report, showing strong performance with over 200 brands surpassing their 2018 Double 11 sales. In the overall brand ranking, Moutai, Wuliangye, and Tsingtao Brewery took the top three spots, with Tsingtao also ranking first in both beer brand and store lists.
New DistributionThree Squirrels' Zhang Liaoyuan: Breaking Through in the Midst of Winter
Zhang Liaoyuan, founder of Three Squirrels, discusses the company's transformation from an e-commerce snack leader to an omnichannel brand, emphasizing product innovation, organizational restructuring, and supply chain capabilities to navigate the post-red-pill era.
管理视野International Olympic Committee Suspected of 'Double-Dealing', Sponsor Yili's 'Exclusivity' Substantially Damaged
On August 20, 2017, Yili Group signed a sponsorship agreement with the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games, becoming the official dairy partner. On June 20, 2019, Yili publicly accused Mengniu Dairy, a subsidiary of COFCO, of colluding with an American company to undermine the Winter Olympics, leading to a dispute over sponsorship exclusivity.
New DistributionCoca-Cola's New Product Launch: What Lies Ahead in China's Sports Drink Market?
Coca-Cola has reintroduced its sports drink brand POWERADE to the Chinese market after an 11-year absence, aiming to capitalize on the upcoming Winter Olympics. Despite intense competition from established domestic and international brands, the company sees significant growth potential in China's functional beverage market.
子系Impressive 618 Results: JD New Channel is Becoming the 'Central Nervous System' for Partners' Channels!
At 24:00 on June 18, JD.com's 16th 618 Grand Promotion concluded successfully. JD New Channel officially released its fourth 618 results. With its newly upgraded B2B2C full-chain service capabilities and advantages in both online and offline main battlefields, JD New Channel once again set new sales records, with strong growth across super categories and multiple business models. Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Channel Business Unit, stated: 'JD New Channel is an open, intelligent, and efficient B2B2C platform. The fourth 618 report card proves that upstream and downstream partners can find more suitable business models on this platform and continue to achieve high growth.'
New DistributionThe Decade of Digital Marketing Evolution in China and Future Trends
This article reviews the rapid development of digital marketing in China over the past decade, driven by factors such as user base, behavior, media tools, technology, policies, advertiser awareness, and marketing ecosystem. It outlines the evolution stages from social and video marketing to mobile, programmatic, AI, live streaming, and short video, and highlights seven major trends reshaping the industry, concluding with future directions including 5G, data assetization, and organizational restructuring.
肖明超