NEW DISTRIBUTION RESEARCH TOPIC
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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 110 of 196
Survey First: The Leading Benchmark Hotel for Autumn Sugar Fair - Shangri-La Hotel - Beverage and Food Special Session!
In recent years, the Autumn Sugar Fair has been held in southern cities, which is not conducive to enterprises' market development in northern cities. The 101st Autumn Sugar Fair is an opportunity and a new starting point after the 100th session. Judging from the current preparation status, it lives up to expectations: just after the Spring Sugar Fair in March, the layout of the Tianjin Autumn Sugar Fair in April has already taken shape. In April, carrying the fruits of the Spring Sugar Fair and the expectations of the Autumn Sugar Fair, at the beginning of the Autumn Sugar Fair's investment promotion, well-known enterprises at the forefront of the beverage and food categories have already been impressed by the nine charms of the Shangri-La Hotel. Looking back, you realize that your partners and competitors have all settled in the leading benchmark hotel for the beverage and food zone - the Shangri-La Hotel.
九月Distributors: How to Master 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years, but it remains underdeveloped. However, this is not a major issue, just as no one can clearly define 'new retail' today, yet it continues to advance boldly. All-staff marketing, at its most literal level, means every employee is a sales touchpoint. On a deeper level, it leans toward integrated marketing, where every internal role centers on marketing for resource allocation and support.
黄润霖Oreo Launches Second Localization Drive, Using Spicy Chicken Wing Flavored Cookies to Win Over Young Consumers
For the post-80s and post-90s generations, Oreo has evolved from a chocolate sandwich cookie to a fun snack to share with friends or a gift option. Oreo has completed its youthful transformation during its second localization in the Chinese market, with Tmall playing a significant role.
财天作者Where Will China's Marketing Flow Next?
Shi Wei: From learning to best practices in marketing. How should we view marketing? What are the future paths and trends? The core question is this. Let's explore from a historical perspective, seeing where the river of marketing has flowed from and where it will go. Chinese enterprises truly began to have marketing concepts and ideas in the 1990s. Although reform and opening-up started in 1978, in the first decade, corporate marketing awareness was not fully stimulated due to supply falling short of demand.
施炜 刘金The Counterattack of a 4A Adman: Brainwashing Ads Are Not Only Garbage, They're Ineffective!
Every year, a batch of brainwashing ads (yes, I mean BOSS Zhipin, Bole Wedding Photography, Mafengwo, and Zhihu's 2018 World Cup ads) dominate screens and are met with unanimous criticism and condemnation. At this point, the creators of these ads appear, smirking: "Scold us, the more intense the scolding, the happier we are, because it proves the ads are effective," and "Advertising pursues effectiveness, not art or aesthetics." They pose as saints sacrificing their own reputation for clients' commercial interests, lamenting that the advertising industry is immersed in creative taste while ignoring client results. This is simply ridiculous. I certainly agree that the ultimate goal of advertising is effectiveness, achieving market goals and product sales. But the biggest problem with brainwashing ads is not their garbage quality or mindlessness, but their ineffectiveness.
空手Goodbye, Mass Market!
Recently, New Beer, together with seven teachers including Liu Chunxiong, Zhao Dayu, Ding Ding, Niu Enkun, Zhao Bo, Bao Yuezhong, and Chen Fenghua, organized an immersive study tour for over a hundred group members from seven major communities. Before the tour, they participated in Ubrew's 3,000-kilometer heavy-load cycling event to Sanya, which took half a month and covered 11 cities. During the tour, I shared a topic: Goodbye, Mass Market! This topic was something I had been observing and pondering during the Ubrew Sanya ride, and after arriving at Lidu, through immersive experience participation and in-depth exchanges with Commander Tang and Teacher Liu Chunxiong, a thinking framework gradually formed.
方刚Heartbreaking! "National Brand" Huiyuan Juice Sells Itself for 3 Billion Yuan—The Buyer Is...
In an unexpected move, the well-known "national brand" Huiyuan Juice has finally sold itself, a deal that is somewhat disheartening. According to Food Headlines, last night Huiyuan Juice announced via a notice that it would sign an investment cooperation framework agreement with its wholly-owned subsidiary Beijing Huiyuan, Tiandi No.1, and Guangzhou Hezhi Investment Management Co., Ltd. to establish a joint venture to expand the juice beverage market. In the joint venture, Huiyuan will hold 40% and inject 2.4 billion yuan in assets, including the registered trademark of the "Huiyuan" brand...
New DistributionP&G's Middle-Aged Maiden Heart
The rejuvenation of P&G's products and marketing is bringing the company back into the view of young consumers. As post-90s and post-00s generations become the main消费 force, P&G is adapting by using trendy marketing tactics and innovative products to engage them, as seen in its Tmall flagship store's 10th anniversary celebration.
佳和Farewell, Billion-Yuan Products!
Once upon a time, there were many billion-yuan products that were household names, riding the wave of reform and opening-up and accompanying a generation's growth. Now, the era of billion-yuan products seems to be fading, and those super products are facing new challenges. With the rise of the millennial generation and the impact of digitalization, these once-dominant products are weathering storms—some fading away, others keeping pace with the times. Today, New Distribution reviews those once-ubiquitous beverage billion-yuan products for our readers...
New DistributionWhat to Learn from Li Du?
Li Du's recent reception work has been heavy. Besides the routine daily experience of hundreds of users, it also receives a large number of learning and visiting groups from the same industry and other industries. On the 23rd and 24th, seven major communities organized a 100-person Li Du study tour, covering communities such as New Marketing (Liu Chunxiong New Marketing), New Retail (Bao Yuezhong New Retail), New Distribution (Zhao Bo New Distribution), New Beer (Fang Gang Teacher New Beer), China Wine Industry Forum (Zhao Yu Teacher), Fan Research Institute (Ding Ding Teacher), and Xuzhou New Youth Planning Club (Chen Fenghua Teacher).
刘春雄Where Is the Road to the Future Revival of China's Beverage Industry?
2013 and 2014 marked a turning point for China's beverage industry, as after over 30 years of rapid growth, most beverage categories began to decline. According to Euromonitor data, among major beverage categories, except for bottled water which has maintained growth, other major categories such as ready-to-drink tea, juice drinks, carbonated drinks, and plant protein drinks have seen consumption decline year by year since 2013 or 2014. As of the end of 2017, the decline in most categories continues with no clear signs of recovery.
Tony ZhangBright Dairy Chairman Pu Shaohua Slams 'Fake Fresh Milk' Chaos in the Market!
At a new product launch event on April 23, Bright Dairy's chairman Pu Shaohua and vice president Luo Hai publicly criticized the 'fake fresh milk' phenomenon, pointing out that some products with long shelf lives and transparent packaging mislead consumers. They emphasized that true fresh milk should be pasteurized at 75°C, stored at 4°C, and consumed within 7 days.
精华食报Nongfu Spring, Genki Forest, and Le Pure Launch New Yogurt Products—Will They Be the Next 1 Billion Yuan Best-Sellers?
A wave of attractive and delicious yogurts is coming! In March, Nongfu Spring announced the launch of its new plant-based yogurt series, officially entering the dairy market. Developed over three years, the product uses advanced micro-fluid jet grinding technology to retain over 95% of plant fiber while removing graininess for a smoother texture. With a natural and healthy concept, it is stored at 0-8°C, has a 28-day shelf life, and is cholesterol-free, lactose-free, and low in saturated fat.
New DistributionMonster Beverage's Troubles
Who has been the strongest bull stock in the US stock market since the 21st century? Some might guess streaming giant Netflix or smartphone giant Apple. From January 1, 2000, to April 18, 2019, among the most broadly representative S&P 500 index constituents, Netflix ranked second with a gain of 30,018.81%, while Apple rose 5,451.93%, ranking seventh. Topping the list is Monster Beverage Corp. Since the turn of the century, the stock has...
陈晓刚A Failed Plant-Based Protein Drink Case Study: Doing Business with a "Communication Mindset" Will Kill You!
This article, authorized by the author, originally appeared on Baibu Buru Yijian (ID: bwbryj123). It analyzes the failure of Coca-Cola's Minute Maid "Zhi Chang Xin Ren" plant-based protein drink, attributing it to a narrow positioning, awkward personification, and a pseudo-category, ultimately contrasting a "communication mindset" with a "market mindset" and a "business mindset" for sustainable success.
怡叔A New Wave of Price Hikes Is Coming—Are You Ready?
Entering 2019, starting with baijiu price increases, food and beverages, condiments, paper products, chemicals, building materials, and pork followed suit, triggering a wave of price hikes. The increases have not stopped and continue... Lay's and Luzhou Laojiao will raise prices from May 1st.
New DistributionFunctional Beverage Market Faces New Rival: Nestlé Enters with New Light Replenishment Drinks!
After raking in 47 billion yuan in China, Nestlé's appetite remains unsated. In 2018, Nestlé reported revenues of CHF 91.4 billion (approximately RMB 618.57 billion, equivalent to two and a half Alibabas) and earned CHF 7 billion (about RMB 47 billion) in China, a 6.5% year-on-year increase. As a hidden giant, Nestlé owns brands like Totole, Haoji Chicken Essence, Hsu Fu Chi, Yinlu, and Pure Life in the Chinese market. In 2019, optimistic about the bottled water market, Nestlé's bottled water brand 'Pure Life' recently launched two products: an upgraded 'trophy bottle' purified water and a new sports drink 'Nestlé Pure Life Hydrate+', officially entering the functional beverage market.
New DistributionFMCG Workers Have No 996!
The 996 work schedule, originating from a protest by internet workers, has sparked widespread debate. In the FMCG industry, however, workers like shop owner Zhang Jie, salesperson Li Qiang, and distributor Wang Lei operate without such a schedule, facing their own unique pressures and realities.
新经销刘少德Which Marketing Terms Will Disappear from China's Marketing Dictionary?
Chinese marketing has enriched global marketing with unique terms not found in Western textbooks, such as interactive marketing, opportunity, sales volume, channel, promotion, shopping guide, planning, selling, and product. As Chinese marketing matures, some terms like deep distribution, distribution, terminal interception, terminal promotion, shelf management, and warehouse occupying are gradually fading away.
刘春雄Heavyweight: 2018-2019 China FMCG Brand Owners' B2B Cooperation Research Report
After several years of development, brand owners' attitudes towards B2B have generally shifted from rejection to acceptance, and then to proactive embrace. So, what is the actual state of cooperation between brand owners and B2B? What problems have arisen during the cooperation? To address these issues, New Distribution, together with 52 well-known FMCG brand owners nationwide, conducted an in-depth survey on their cooperation with B2B platforms. The surveyed brands cover 10 categories including water and beverages, snacks, hygiene products, alcohol, convenience foods, daily chemicals, dairy products, grain and oil, frozen foods, and seasonings.
新经销刘少德Xiaoming Classmate and Tea π Get New Looks: Ready-to-Drink Tea Kicks Off Summer Beverage Battle! Who Will Stand Out?
As health awareness rises and young consumers gain influence, major brands are revamping their tea drink packaging to capture attention and gain market share. On April 15, Beijing Business Today reporters found that Uni-President's Xiaoming Classmate launched a co-branded packaging with the British Museum, following Nongfu Spring's recent upgrade of Tea π. Industry insiders believe the slowing growth of the ready-to-drink tea market is pushing companies to innovate and seize the peak season's benefits.
李振Trend: Become a Category Operator, Not a Product Portfolio Distributor!
The transformation of distributors involves not only changes in business models but also in product portfolio strategies. Traditional product portfolios fall into three types: all well-known brands, well-known brands plus second- and third-tier brands, and mainly non-well-known brands. However, these classic approaches are now being challenged by new factors such as the difficulties of major brands, price transparency, bottom-line safety, category integration, and increased product innovation.
刘春雄The CMO Is Gone, What Should Marketers Do?
Nobel laureate and psychologist Daniel Kahneman's bestseller 'Thinking, Fast and Slow' suggests that most people tend to believe everything has a cause-and-effect relationship. This is evident in the career of marketers, such as when Coca-Cola replaced the CMO role with CGO in 2017. The article discusses how traditional marketing roles may be declining, and how marketers should focus on consumer operations and data-driven growth, using Alibaba's GROW model as an example.
酸奶哥肖恩The 40-Year Rise and Fall of China's Beverage Industry
After 40 years of development, China's beverage industry has evolved from simple sodas to a diverse market, but is now being disrupted by internet-driven startups and changing consumer preferences, leading to a battle for market share through diversification and capital.
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