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 108 of 196
Marketing Isn't Getting Harder—It's Getting More Complex!
At the launch of 'Marketing Encounter,' I recalled teacher Shi Wei saying that in the internet age, marketing has more variables. While some articles attribute complexity to scattered users, expensive traffic, and harder innovation, Shi Wei refers to the fundamental variables of marketing—cognition, transaction, and relationship—which have expanded from a single geographic dimension to multiple dimensions in the information society, exponentially increasing complexity.
刘春雄The 'Either-Or' Dilemma Returns: Alibaba and Pinduoduo in Direct Confrontation, Where Should Brand Owners Turn?
As the challenger becomes the leader, how should it face new challengers? This is an eternal question. In the struggle between Alibaba and Pinduoduo, their upstream and downstream partners are inevitably drawn into the battlefield. With the approach of the 618 mid-year sales event, the 'either-or' (exclusive dealing) conflict intensifies. Many brands hoped to benefit from Pinduoduo's rise and experience the dividends of channel sinking, but the 'either-or' events have dashed these hopes, especially for top merchants and brands with their own traffic.
新经销刘少德Le Chun CEO's 10,000-Word Insight | Why Coca-Cola Chose Le Chun, and What We Did Right
This article is an open letter from Denny Liu, CEO of Le Chun, systematically sharing his insights on branding and the current state of the FMCG industry. It explains why Coca-Cola invested in Le Chun, highlighting the brand's unique characteristics and the lessons learned from their innovative practices.
刘丹尼Heroes Vie in the 'Big' Era: Master Kong Launches 1L New Packaging Water in June
As summer approaches, the bottled water market heats up with Master Kong launching a new 1L packaging to capture the peak season. The trend towards larger packaging reflects changing consumer habits and the growing demand for healthy hydration.
快消君90% of Marketers Have Fallen into These 9 Typical Self-Congratulatory Marketing Traps
Many marketers find that despite numerous marketing actions, results are disappointing. This article outlines nine typical symptoms of self-congratulatory marketing, where companies focus on their own perspective rather than the customer's, leading to ineffective campaigns. It emphasizes the need to shift to a customer-centric approach to improve marketing effectiveness.
杨双喜What Is It Like to Be a Slow Company in the Fast-Moving Consumer Goods Industry?
They are slow, rarely seen in the FMCG industry. But interestingly, many things were achieved by them first. Yangshengtang Group is not a household name, but Nongfu Spring is, despite most people not knowing it is a subsidiary. Since 1993, Yangshengtang has built a complex system spanning beverages, pharmaceuticals, food, cosmetics, agriculture, and biomedicine. But interestingly, both Nongfu Spring and the entire Yangshengtang system seem very 'slow'.
New DistributionSeventy Years of Transformation in China's Dairy Industry
Over the past seventy years, China's dairy industry has evolved from a small, underdeveloped sector into a major global player, with production and market size increasing dramatically. From the early days of rationed milk to today's diverse and high-quality products, the industry has undergone significant changes in technology, quality, and internationalization.
刘潇潇2 Trillion Yuan Snack Industry: 8-Year-Old Snack Brand Revenue to Exceed 10 Billion Yuan
China's snack industry has reached an annual output value of 2.21564 trillion yuan, nearly the GDP of Liaoning Province. As snacks become the 'fourth meal' of the day, the industry is booming, with brands like Three Squirrels expected to exceed 10 billion yuan in revenue in 2019.
王峥In the Ice Cream Market Dominated by Oligarchs like Yili, Mengniu, and Nestlé, How Can Innovative Brands Break Through?
China's ice cream market is crowded and fiercely competitive, with three major forces controlling nearly 90% of the market share. In April 2018, Zhong Xue Gao emerged as a dark horse, topping Tmall's ice cream category within two weeks of launch and achieving record sales during Double 11. Founder Lin Sheng shares his insights on brand building, channel strategy, and competing against traditional giants in the new retail era.
袁来 / 一茜No Quality, No Brand; No Penetration, No Growth
This article discusses the misconceptions about brand growth, emphasizing that quality is the foundation of a brand, and that rapid growth comes from brand distinctiveness, marketing penetration, and channel penetration, as outlined in the HBG (How Brands Grow) theory. It also addresses the difference between differentiation and distinctiveness, and the importance of sustained quality and innovation for long-term growth.
麦青MandyIs the Beverage Empire Wahaha Going Public? The Sales Model Behind It Is Worth Studying
Wahaha's IPO news is rampant. Founder Zong Qinghou once vowed it would never go public, but his daughter Zong Fuli recently signaled readiness. Despite declining sales, Wahaha remains China's largest beverage company, relying on innovative channel strategies, scarcity marketing, and campus promotions.
阿慕Deep Distribution Loses Growth Momentum: How FMCG Brands Plan Growth for the Next Decade
Deep distribution efficiency has failed. With 5.2 million mom-and-pop stores in China, the market is highly fragmented and multi-tiered. The essence of the deep distribution system that supported FMCG growth for decades was mass production, mass communication, and mass distribution, driven by efficiency. However, this model is now failing due to high costs, single-channel coverage, and the rise of new retail. Brands like P&G have seen revenue declines, and the traditional HBG theory (big brand, big media, big channel) is no longer effective. The article discusses the need to restructure distribution models, focusing on digitalization, integrated online-offline supply chains, and organizational changes to adapt to future growth.
赵波What Is the Logic for FMCG Manufacturers to Leverage a Trillion-Yuan Market in the Next Decade?
In 2019, many mainstream FMCG companies seem to have encountered a common but unavoidable issue: the boundary of growth. This is manifested in sluggish performance, unpopular new products, out-of-control channel management, and ineffective massive marketing expenditures. New Distribution believes that behind these problems lie three major contradictions that all FMCG manufacturers must face, and to return to growth, companies must re-evaluate their strategies from a ten-year perspective.
New DistributionThe Demise and Replacement of Consumer Goods Giants: Coca-Cola, P&G, AB InBev, and Others
Author: Li Kanglin (Partner at Tiantu Capital). Source: HUXIU APP (ID: huxiu_com). Over the past 20 years, numerous consumer brands have emerged globally, but few have grown into giants. Where lie the opportunities and methods for scaling up? Can old giants find new ways to continue their dominance?
李康林Want Want, Bright, RIO, Oreo... 19 FMCG Companies' New Strategies!
What is 'trendy'? Tmall gives a good answer: 'Trendy means getting better with the times.' Tmall aims to bring consumers not just traditional bestsellers, but healthy, fresh, fun, and unique experiences. A wave of 'national trend' is sweeping the youth market, with products like White Rabbit perfume selling out in minutes.
New DistributionCoca-Cola's New Packaging Arrives, Tempting 30 Cities
Coca-Cola has launched 30 city-themed food cans, each featuring local cuisine, sparking a trend of collecting and sharing. The campaign uses two-character descriptors to capture each city's culinary identity, aiming to evoke nostalgia and emotional connection among young consumers.
麦子明Niche Brands: It's Not Just About Being 'Niche'!
Defining the scope of niche products, I have two understandings: first, niche products are relative to mass products; today they may be niche, but in the future they have the potential to become mass products, representing a trend. Second, niche products originate from consumption stratification; the era of one product meeting everyone's needs is over. The fundamental differences between mass and niche products include: mass products focus on category, niche products focus on people; mass products emphasize positioning, niche products emphasize definition; mass products emphasize commonality, niche products emphasize individuality; mass products can be imitated, niche products require creation.
Fan SirTalking About Brands Left and Right, the Biggest Fear Is Pretending to Know
Chinese enterprises are in a new stage of brand enhancement, with leading companies accelerating brand globalization and SMEs increasingly engaging in brand building. In an interview, Cao Hu, global partner and China president of Kotler Consulting Group, debunks common brand myths and offers insights on brand value, digital transformation, and consumer relationships.
沐野Is it that distributors and offices have lost the ability to launch new products, or is headquarters turning a blind eye?
The root of execution problems often lies with management, but blaming the team and its managers entirely is unfair. A case study of a leading FMCG company reveals that new product launches fail because regional offices and distributors lack the manpower and headquarters lacks oversight, compounded by a results-driven culture that prioritizes sales targets over new product initiatives.
李政权The New Domestic Goods Explosion: How to Go from 'Traffic' to 'Sales'?
At the recent 'China Brand Day' forum, renowned financial writer Wu Xiaobo shared data comparing domestic and international brands in price and sales, surprising many. For instance, Tide sells for 36.8 yuan while domestic brand Liby sells for 42.9 yuan and surpassed Tide in sales in 2017. Other surprises include Anta's 'Marvel' collaboration priced at 898 yuan and Feihe infant formula priced higher than international brand Wyeth.
广告门Feature: Is Chengde Lulu Lost?
Lulu almond milk is the undisputed pioneer of China's plant-based protein beverages, but its market position is now awkward. The company's performance has declined for three consecutive years, and it has lost ground to competitors like Six Walnut, whose net profit exceeds Lulu's total sales.
陈彦华Why Did RIO Cocktail's Crossover Marketing Become a Phenomenal Case?
In May, during Tmall's 'China Chic' campaign, a wave of crossover co-branded products appeared, but what caught New Distribution's eye was the RIO x Hero 'ink' co-branded cocktail. RIO, known for its innovative marketing, combined trendy cocktails with nostalgic blue-black ink, launching an 'ink' cocktail that sold out 6,000 bottles in one minute on Tmall, sparking widespread interest.
New DistributionNew Beer, New Marketing: Individuality and Density
Jiang Xiaobai has become the target of criticism in the baijiu industry in recent years; it is the rebel of baijiu, and it is the niche. We will find that baijiu has two extreme trends: the big industry gets bigger, and the small industry gets smaller, even dying out. The same applies to beer: originally almost every county had a brewery, but they were eliminated by the big factories, leaving only three domestic giants (Tsingtao, Snow, Yanjing) plus a few others.
刘春雄Which Category Has the Greatest Growth Potential in Packaged Water?
As summer approaches, bottled mineral water has become a popular choice for many. Nielsen's Huang Qiong, Deputy Director of Beverage Market Analysis, spoke at the China Beverage Industry Association's Natural Mineral Water Branch meeting, analyzing macro trends and opportunities in the packaged water market to help buyers seize opportunities.
尼尔森 Nielsen