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 107 of 196
A New Wave of Price Hikes in the Beer Industry: Who Should Take the Blame?
The beer industry is facing a new wave of price increases in 2019, driven by rising costs of imported raw materials such as barley and hops, due to factors like reduced harvests and increased tariffs. This is expected to lead to higher retail prices for beer products.
首席记者 杨孟涵Zong Fuli of Wahaha on 'Brand Competition': From Territory and Category Competition to 'Winning People'
On June 12, 2019, Zong Fuli, President of Hongsheng Group and Director of Brand and Public Relations at Wahaha Group, delivered a speech at the 2019 Zhejiang Business Breakthrough Conference on how traditional enterprises can revitalize brand vitality. She discussed the development and competition in the beverage industry, the relationship between product strength and brand strength for FMCG companies, and how brands can effectively communicate with consumers.
宗馥莉Former Tsingtao Beer Distributor Transforms, Creates Whiskey Brand VETO, Aims to Open Up Dining Scenarios with Deep Distribution!
A former top Tsingtao Beer distributor in southwest China, Gu Lei, founded VETO whiskey in 2018, targeting young consumers with a new category. Instead of following the typical online-first path, VETO leverages deep distribution in offline dining channels, using in-store tasting ambassadors to drive trial and purchase, with plans to replicate the model across cities.
一茜How to Make a Successful Co-branded Product?
Since the RIO cocktail x Liushen floral water co-branded product went viral last year, co-branded products have sprung up across e-commerce. This article explores the types, advantages, pitfalls, and recommendations for successful co-branding.
Keny伟Patching Up Yinlu, Nestlé Seizes the Plant-Based Beverage Opportunity
Yinlu, known for its eight-treasure porridge, has launched its first plant-based beverage, 'Ten趣 Caotang', as Nestlé continues to repair its performance. Industry insiders see plant-based drinks as a trend, but note that dealer interest is currently low.
李洋Coca-Cola Joins Forces with Costa to Battle Nestlé and Starbucks in China's Ready-to-Drink Coffee Market
Coca-Cola has launched its first ready-to-drink coffee product under the Costa brand, acquired for $34.7 billion, featuring three low-sugar variants. The company aims to leverage Costa's expertise and expand in China, where it plans to triple Costa's stores to 1,200, intensifying competition with Starbucks.
New DistributionMiaokelanduo Teams Up with Focus Media for a Remarkable Comeback: May Sales Surpass Foreign Brands for the First Time
Despite the global economic slowdown, China's consumer market is delivering good news. In the niche cheese FMCG market, Chinese brands like Miaokelanduo have for the first time surpassed century-old foreign brands such as Anchor and Breguet. According to JD.com's May cheese category data, Miaokelanduo's transaction value and volume both increased, with volume up 11.23% month-on-month, while Anchor and Breguet saw significant declines.
New DistributionDeclining? Not Anymore, Wahaha Grew Again in 2018!
According to the 2019 Zhejiang Business Top 500 list, Wahaha's 2018 revenue reached 46.89 billion yuan, a slight increase of 430 million yuan from the previous year, ending years of decline. The article discusses how Wahaha, under the leadership of Zong Qinghou and his daughter Zong Fuli, has been striving to reverse its fortunes through product innovation, brand rejuvenation, and a focus on health products, with a renewed emphasis on potential stock market listing.
New Distribution3 Major Challenges for Brand Big Penetration in the Current Era
The article discusses the three major challenges that the 'big penetration' growth strategy faces in the current era: changes in consumer demographics, changes in the environment, and changes in organizational structure. It emphasizes the need for brands to adapt their execution while adhering to the core principles of big penetration.
麦青MandyTwenty Years of Red Bull: A Retrospective
Red Bull, the pioneering energy drink in China, has sold over 8 million tons and generated over 160 billion yuan in sales since its launch. Founder Yan Bin's Huabin Group has diversified into various sectors, and he remains committed to innovation and social responsibility.
无锈钵Growth Hacking, Brand-Effect Integration, and Private Traffic: Understanding the Logic Behind Marketing Buzzwords
From growth hacking to private traffic, these are hot terms in the internet industry since last year. Brand-effect integration is a slogan loudly touted by internet and e-commerce companies in recent years. This article helps you understand the logic behind these marketing buzzwords.
空手In the Era of Concentrated Rise of Channel Brands, Where Are the Crises and Opportunities for Distributors?
This article discusses two trends in the marketing industry: the rise of distributor alliances and the emergence of new brands that excel in channel management rather than manufacturing. It argues that we are still in the stage of channel transformation, where channel brands are booming, and analyzes the crises and opportunities for distributors in this context.
黄润霖How Should Innovative Brands Break Through?
In the new consumption field, innovative brands need to represent new consumption propositions, which are rooted in founders' persistent pursuit of quality and supported by technology. Investors should focus on business fundamentals and capital efficiency, while brands must create value and build trust to succeed in the long term.
郑祎娴Traditional Advertising Shouldn't Die
Despite the decline of traditional advertising, it shouldn't be dismissed entirely. In the new marketing system, traditional TVCs still play a role in defining brands, though their importance has diminished.
杨不坏The Snack 'War': Another Traditional Industry Being Eaten Up by the Internet
The snack industry is undergoing a transformation as internet-based brands like Three Squirrels and Bestore challenge traditional players. With e-commerce driving growth, these new companies focus on branding and digital sales, while facing challenges in offline expansion and market consolidation.
张茹Who Wants to Break the Backbone of China's Red Bull?
This article discusses the legal and commercial battle between Yan Bin, the operator of China Red Bull, and Thailand's TCP Group over trademark and equity disputes, highlighting the impact on the brand's operations and the broader market.
财经无忌Jinmailang and Baixiang: Once Equally Matched, Why the Huge Gap Today?
Once evenly matched rivals in China's instant noodle market, Jinmailang and Baixiang have diverged dramatically over the past decade due to different strategic choices by their founders. While Baixiang faltered after a failed premium positioning and internal turmoil, Jinmailang thrived through disciplined execution, innovative channel management, and a focus on core markets.
澄韵Nongfu Spring's Most Abundant Resource? Not Water, but Money!
On June 6, Beijing Wantai Biological Pharmacy Enterprise Co., Ltd. updated its IPO prospectus on the CSRC website, which also disclosed the financials of Nongfu Spring Co., Ltd. (hereinafter "Nongfu Spring"), also under the Yangshengtang umbrella: in 2018, Nongfu Spring had total assets of 20.075 billion yuan, net assets of 14.411 billion yuan, and net profit of 3.616 billion yuan. This net profit is particularly impressive compared to industry peers, as it exceeds the combined net profit of Master Kong, China's top brand, which was 2.463 billion yuan in 2018.
比月皎Stop Dreaming: Your Brand Can't Become an IP
The article argues that most brands fail in their attempts to become IPs, explaining the fundamental differences between brands and IPs, the steps to create a successful IP, and the obstacles in brand IP transformation.
梁将军Brand Communication Is Getting Harder and Harder!
The article discusses the challenges of brand communication in the era of information overload and the shift from the positioning theory era to the information equality era. It argues that traditional methods like big media are no longer effective, and brands must create topics and leverage key nodes for dissemination, while also upholding universal values to build positive word-of-mouth.
赵波Zong Fuli of Wahaha: Between Advance and Retreat
A year has passed since Zong Fuli first engaged in Weibo marketing as the head of the Wahaha brand. In 2019, she faces a critical year to prove herself, focusing on new products and marketing to refresh the brand's image. Known internally as 'Little General Zong,' she seeks to modernize Wahaha's brand, which has been seen as outdated.
梁超Tianqi Toothpaste Auctioned: The Decline of Chinese Toothpaste Brands
Once a household name in China, Tianqi toothpaste is now facing auction. The brand and its parent company's assets will be auctioned on June 11, with a starting price of 163 million yuan. This article explores the rise and fall of Tianqi and other classic Chinese toothpaste brands, highlighting the challenges they faced in a competitive market.
编辑部上线营业Moutai, Jiangxiaobai, Yanghe, and Lidu: Reflecting the Height, Width, Speed, and Depth of the Baijiu Industry
Liu Chunxiong comments on four baijiu brands: Moutai raises the industry's height by breaking price ceilings; Jiangxiaobai broadens its width by attracting new drinkers; Yanghe leads in speed through rapid adaptation and channel management; Lidu explores depth via immersive experiences. These cases show that baijiu marketing is essentially a consumption upgrade driven by relationship chains.
牛恩坤Yanjing Beer: From 'Conquering the World in the Hutong' to 'Being Squeezed into the Hutong'
Yanjing Beer, once a dominant player in China's beer market, has seen its performance decline in recent years. The article explores its history, challenges, and potential paths to revival, emphasizing the need for high-end product development and operational efficiency.
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