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.
Related research and analysis
4701 articles · Page 109 of 196
The Red Bull War: Feuds of the Wealthy and Strategies of War
There is no love or hate without reason, and no permanent enemies or allies, only permanent interests. The ongoing saga between Hua Bin Red Bull and Thai Red Bull adds another vivid footnote to these truths, mirroring the earlier herbal tea war between JDB and Wong Lo Kat, where the core conflict is between the brand's 'biological father' and 'adoptive father'.
陈文石Why Are Nongfu Spring and Coca-Cola Entering the Coffee Sector?
Across China, a fierce battle for the coffee market is underway. Although coffee is simple, it can take on many forms. On the weekend, at the Panic Coffee Shop on Xinnan Road in Chongqing, a customer with a strong literary bent, Ms. Liu, said she loves the fresh, forest-style decor and the signature dirty coffee, which the owner specifically advises not to stir, offering a layered taste that is refreshing.
李国Analyzing the Business Logic Behind the Success of National Soy Milk 'Dou Ben Dou'
This article analyzes the success of 'Dou Ben Dou' soy milk, a product of Dali Foods Group, which achieved 1 billion yuan in sales in its launch year of 2017. The analysis covers four key reasons: seizing the health trend, redefining category value, building a product structure, and using multi-dimensional marketing.
New DistributionCan a 100 Million Budget Build a Brand?
Almost all practitioners and experts teach how to achieve big results with small investments and create low-cost hits, but they don't tell you that low-cost hits are mostly luck. In the marketing industry, few study how to spend big money or manage large-scale campaigns with budgets over 100 million. I firmly believe in the power of money; if you want to quickly assess professional competence, look at how much marketing budget they've personally spent and how.
杨不坏Zong Fuli: "Creating a Brand-New Model Attracts Me More"
Since Zong Fuli appeared in the public eye, she has been labeled with various tags such as "second-generation rich," "entrepreneur," "Wahaha princess," and "Zong Qinghou's daughter." From entering Wahaha in 2004 as deputy director of the management committee of the Xiaoshan No. 2 Base, to founding Hongsheng and serving as its president, to now serving as the head of Wahaha's Brand and Public Relations Department to drive its youth-oriented strategy, Zong Fuli is advancing her life with strength. For Zong Fuli at present, she must face a rapidly changing market environment and various unexpected external variables, making the Wahaha brand younger and more fashionable.
新食品评介The 'IQ Tax' of Six Walnuts
Entering 2019, coconut palm coconut juice product packaging was deemed vulgar, sparking public outcry. The practice of pushing the boundaries of the Advertising Law in FMCG beverage marketing has long existed in the industry. Not only was coconut palm coconut juice's packaging considered vulgar, but earlier, Yangyuan Beverages' products were also sued by consumers for false advertising. Yangyuan's main product is Six Walnuts. Yangyuan's most well-known product is walnut milk, and the slogan 'Use your brain often, drink more Six Walnuts' has left a deep impression on consumers. Six...
韦航New Product Distribution Underperforms: Where's the Problem?
In the process of introducing a new product to a regional market, the initial distribution effect and whether it meets targets are often key to success. Many distributors can distribute quickly, but market activation is slow, leading to poor sell-through and damaging customer relationships.
师顺宽Why Can't Chinese Companies Create Long-Lived Carbonated Soft Drink Brands?
This article explores why Chinese carbonated soft drink brands have failed to endure, examining the cases of Tianfu Cola, Future Cola, and Nongfu Spring's attempts. It argues that factors such as trusting foreign capital, brand positioning mistakes, and changing consumer preferences have contributed to their decline, questioning whether it is even necessary for Chinese companies to create such brands.
湾区陈浩南Don't Fall into the Trap: In the Era of Failing Big Brands, It's Not About Consumer Individualization!
When pigs, cattle, and sheep complain about poor conditions, you should tell them, 'There are wolves outside.' For a long time, 'individualization' has been politically correct: products, brands, and promotion methods should all be individualized. However, the most successful products are those that everyone uses, and the internet has made people more conformist, not more individualized. Understanding the dual nature of conformity and individuality is key to effective marketing.
苗庆显No Price War! Uni-President Makes More Money in Mainland China
Uni-President Enterprises reported record first-quarter results, with revenue of NT$107.791 billion (approximately RMB 23.768 billion) and net profit after tax of NT$5.276 billion (approximately RMB 1.163 billion), up 99.85% quarter-on-quarter. Its mainland China business, Uni-President China Holdings, saw net profit surge 48% to RMB 380 million, driven by value marketing and healthy channel inventory management.
New DistributionThose Who Control Distribution Channels Control the World: Making Channels a Traffic Gateway
In the new era, the mission of distribution channels is not only to extract money from customers' pockets but also to instill knowledge into their minds, and only social interaction, with its strong relationships and trust, can shoulder this responsibility. Those who control distribution channels control the world.
栾立Brand Voting: On China Brand Day 2019, Who Can Represent China to the World?
A weak country cannot produce world-class brands, and a country whose brands cannot go global cannot influence the world. Today, China has gained strength that commands global attention, and Chinese brands have begun to go global in batches, embarking on a journey to influence the world. In April 2017, the State Council officially established May 10 as "China Brand Day," the first national brand festival. On May 10, 2019, the third China Brand Day, it remains a nascent festival, though its presence and influence are still weak, they are growing rapidly.
New DistributionNew Product Launch Roundup: First Issue of May!
In the tea/milk tea category, Uni-President launched Chuanqi Tea and Allègre Milk Tea, both priced at 19.8 yuan per bottle with a promotion for a second bottle at 0.1 yuan. In the dairy category, Nongfu Spring introduced plant-based yogurt, and Vitasoy launched Barista Series Soy Milk for the coffee channel.
New DistributionMy Product Is First-Rate, So Why Isn't It Selling?
Entrepreneurs across industries often wonder: my product is first-rate, so why isn't it selling? Behind this question lies a massive shift in market competition. Over the past 30 years, China's market has evolved through three eras: the factory era, the channel era, and the mind era. Now, many industries have entered the mind era, where the reason good products fail to sell is simply 'cognitive scarcity.' Money alone can't solve the problem, as seen in cases like Evergrande Spring Water, which spent 4 billion yuan but failed to enter the packaged water market.
包·恩和巴图Review | The First-Quarter Battle in the Food & Beverage Industry: Who Got Off to a Good Start?
As the saying goes, the whole year's work depends on a good start in spring. First-quarter financial reports of listed food and beverage companies have been released one after another. This article reviews the performance of some companies to see who achieved a good start.
New DistributionRed Bull, Still Bullish?
From a fatalistic perspective, Red Bull was destined for this conflict, as its logo depicts two bulls locking horns. Today, Thai Tiansi's energy drink, Anaji, has reappeared in the public eye, not as mere spy shots but with high-definition images of large shipments, confirming that Anaji's market launch is a done deal. According to New Distribution, Huabin Group (China Red Bull) has held emergency meetings nationwide, and a storm is brewing in China's energy drink market.
澄韵Under the Red Ocean of the Beverage Industry, How Can Fruit and Vegetable Drinks Break Through with 'Category Barriers'?
On April 27, Chu Orange NFC fresh juice was quietly launched in Yuxi, Yunnan. Wang Shi, founder of Vanke Group and close friend of Chu Shijian, was appointed as the chief consultant of the producer, Yunnan Shijian Fruit Industry Co., Ltd. As Chu Shijian's final work, Chu Orange NFC carries the mission of breaking into the fruit and vegetable beverage industry, with a retail price of 18.8 yuan per bottle, continuing the high-end premium product line and brand effect of Chu Orange.
能叔叔Without Increment, Cannot Hold Onto Stock
China's reform and opening-up succeeded due to a key technique: shelving stock and reforming increment. This led to incremental reform inevitably driving stock reform. In Chinese marketing, stock has been capped since 2013, and with the rise of e-commerce, stock is no longer secure. Without increment, stock cannot be maintained. The article discusses the three battlefields of new marketing, new retail, and new distribution, emphasizing the shift from 2B to 2C to create increment and influence stock.
刘春雄The Basic Skills Behind the Overnight Success of Le Chun Yogurt
When it comes to yogurt, do you first think of old brands like Danone and Bright, or cross-industry brands like Yili and Mengniu, or rising stars like Anmuxi and Jian'ai? Each brand has its own taste characteristics, whether it's set yogurt, probiotic yogurt, or pure natural unprocessed yogurt. But there is a yogurt that not only lets you drink and taste it, but also lets you listen to its story. Would you want to hear such a yogurt story? A beautiful woman, Eileen, a graduate student from Columbia University, once worked as a reporter and anchor at a Chinese TV station in the United States. To support her husband's career, she resigned and started a business with him, using Germany's top whey-filtered yogurt technology to create a filtered yogurt that retains three times the pure nutrition of ordinary yogurt, filling a huge gap in the domestic market and showcasing its unique product features.
王小博Carbonated Coffee: Nongfu Spring Defies the Downturn
Nongfu Spring is launching a carbonated coffee drink despite the declining carbonated beverage market, leveraging its strengths in product quality, youth appeal, and distribution channels.
比月皎This Demographic Is Reshaping Chinese Consumption
China's new middle class, with over 300 million people, is driving a consumption upgrade, transforming the country from a manufacturing powerhouse into a global market and service economy. This group's preferences for quality, health, and experience are reshaping both domestic and global markets.
赞赏小侠Will There Be Another 10-Billion-Yuan National Brand in the FMCG Industry in the Next 5 Years?
In recent years, the FMCG industry has rarely seen the emergence of 10-billion-yuan single products or innovative brands surpassing 10 billion in sales, prompting us to consider why, despite consumption upgrades and retail innovation, there are few phenomenal hits. In the past, building a brand was relatively easy: with good product quality, clear differentiation, centralized media promotion, and large-scale distribution, a brand could establish consumer recognition. Essentially, whoever had the largest production capacity, the ability to advertise on centralized media like CCTV, and the capability for low-cost, large-scale rapid distribution would become the industry leader.
赵波New Marketing Practical Case: From 'Terminal Wins' to 'Community Wins'!
This article presents two real cases demonstrating the shift from traditional terminal-based marketing to community-based new marketing. The first case involves a brand that, after struggling with declining sales, successfully implemented a new marketing strategy using social media, mini-programs, and community marketing to achieve significant growth. The second case shows how Beikang diapers leveraged community group buying and social e-commerce to exceed sales targets, highlighting the importance of connecting with consumers in their daily environments.
任小东Can Zong Fuli Be Propped Up?
Zong Qinghou seems to intend to give his daughter Zong Fuli more time to gain experience, but the question is whether the 37-year-old Zong Fuli can handle the 32-year-old Wahaha. This article explores the challenges and uncertainties surrounding the succession of the beverage giant.
林翠萍