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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 111 of 196
Wahaha Beverage Company General Manager Retires, Successor Is Not Zong Fuli
Zhang Honghui, general manager of Hangzhou Wahaha Beverage Co., Ltd., has retired, with Cai Lei, a second-generation manager, taking over. This move signals a generational shift in Wahaha's management, while Zong Fuli, the founder's daughter, is expected to eventually take over as chairman.
New DistributionObservation: Why are leading brands like Yili, Budweiser, Kangshifu, and Uni-President rushing to build their own B2B systems?
New Distribution has learned that in early 2019, several FMCG giants including Yili, Budweiser, Kangshifu, and Uni-President have been piloting self-built B2B systems in various regions. According to industry insiders, Uni-President has selectively piloted B2B systems in major regions nationwide, while Kangshifu introduced "Shifutong" in February this year, incorporating Kangshifu and Pepsi brands into its own B2B system. 1. Why do brand owners build their own B2B? Wang Hua (pseudonym), head of new retail at a certain brand, told New Distribution, "Starting this year, some FMCG B2B platforms have begun charging brand owners platform usage fees, ranging from hundreds of thousands to millions of yuan annually."
袁来Kangshifu Earning 60 Billion a Year, Pedigree Worth 47 Billion... Unimaginable FMCG Giants
Euromonitor recently released its 2019 list of the top 100 global FMCG brands, with many familiar brands making the cut. The ranking is based on global retail sales in fiscal 2017, with Coca-Cola, Pepsi, and Nestlé taking the top three spots, and seven Chinese brands including Kangshifu, Mengniu, Yili, Arawana, JDB, Wahaha, and Shuanghui also featured.
十一After Three Years, Uni-President Again Launches New Drinks Priced Near 20 Yuan, Including Coffee and Tea
After a three-year hiatus, Uni-President has launched several new beverages priced close to 20 yuan, debuting at 7-Eleven convenience stores in Shanghai and Hangzhou. The new products, including Manya coffee, Chuanqi tea, and allègre milk tea, are part of a high-end screw-cap aluminum can series, with coffee and tea priced at 19.8 yuan per bottle.
New DistributionNew Trends in Baijiu Marketing: Middle-Aged Consumers Go Left, Young Consumers Go Right
Brand is a private attribute of an enterprise, while category is a public attribute of a group of customers. Category is not a market segment or industry name, but a cognitive resource that reduces decision-making costs through memory. Therefore, the value of category innovation can lead the value of brand building. FMCG is the largest advertising spender in China, and baijiu, with annual sales of 600 billion yuan, is one of the largest single-product markets. Facing the reality that the total sales volume of Chinese baijiu has stagnated, how can performance growth be achieved? Let's look at two strategic growth paths.
曹升Why the Complaint Hotline for Coconut Palm Brand Coconut Juice Is a Mobile Number
The complaint hotline for Coconut Palm brand coconut juice has recently been flooded with calls. Consumers who dial the line are spreading the word online with childlike glee: "I called on a whim, and someone actually answered!" "They're available 24/7!" "I dialed and it was a real number, so I hung up quickly." This 30-year-old beverage brand is facing its biggest customer service pressure ever, but not because of quality issues. It all stems from a detail many might never notice: unlike some 400 hotlines that never connect, using a mobile number as the complaint line and having someone answer 24/7 is refreshingly straightforward in a business world often lacking sincerity.
公路商店Is the Company Sick, or Has Marketing Failed?
When marketing becomes mediocre, a company's fate is to muddle along or lose control of its own survival. This does not mean immediate death; rather, for companies that have achieved industry scale, mediocrity in marketing first manifests as declining revenue growth or absolute declines, as seen with Starbucks and Wahaha, whose core issue is the mediocrity of their marketing.
史贤龙Bright Dairy: From 'First Dairy Stock' to 'Falling Out of Top Three' - Market Cap Surpassed by New Hope Dairy
In 2018, Bright Dairy's revenue fell 4.71% and net profit plunged 44.87%, with operating cash flow declining another 11.48% after a 38.66% drop in 2017. Entering its 17th year since listing, the 'first dairy stock in China' delivered a dismal report card, with its market cap now surpassed by New Hope Dairy.
王擎宇The Trade-offs of a Billion-Yuan Product
Whether a product with 1 billion yuan in sales counts as a blockbuster depends on the industry and company stage. For Yili and Mengniu, it's the minimum threshold for new products, while for Uni-President, it's the maximum. This reflects different industry dynamics: dairy is still growing and favors super blockbusters, while food and beverage is more segmented and personalized, making 1 billion yuan a realistic ceiling.
刘春雄The Hell Mode of Chinese Marketing
We must recognize that most Chinese enterprises have long been living in hellish torment: surviving year after year, sometimes doing well, but ultimately facing bleak prospects or none at all. This article analyzes five typical 'hell modes' of Chinese marketing—integration, labor-intensive, instant noodle, deep distribution, and advertising-led—and argues that escaping them requires a fundamental shift toward technological and product innovation.
金焕民Behind the Revival of Robust: Arctic Ocean and Huiyuan Juice Sold Cheaply, National Brand Inferiority Still Resonates
After 30 years, Robust has been revived, but the market may no longer have room for it. The story of He Boquan and Robust reflects the era when Chinese national brands were sold cheaply to foreign giants and shelved, a shame that still resonates today.
财天作者New Product Roundup | The 5 Hottest Trends to Watch in 2019: Essential for Strategic Planning in Food, Beverage, and Alcohol Brands!
In 2019, youth takes the lead. They integrate niche consumption, circle economy, and new refinement into their genes, quietly influencing the direction of the business world. The ability to 'see through' consumption data and capture the consumption trends of the young era determines whether enterprises are forgotten or grow wildly in the collision of diversity.
New DistributionTwo Years into New Retail, Have FMCG Giants Failed?
The complexity and pace of change in China's retail environment and consumer behavior are increasing, posing a huge challenge for FMCG brands. This article from YI OU, authored by Tong Huiguang, examines how traditional FMCG giants have fared in 2018 and explores the need for consumer-oriented and technology-driven strategies in the new retail era.
童慧光Blue Moon: Can't Sell Laundry Detergent?
Blue Moon successfully pioneered the laundry detergent category in 2010, but over time, its early category dividend advantage has been eroded by competing brands. To distance itself from competitors again, Blue Moon launched 'Machine Wash Supreme' concentrated laundry detergent in 2015. Four years later, despite continuous marketing efforts, the product has seen little success. This good-faith product has missed the opportunity to iterate against competitors due to a flawed strategy. To verify the effectiveness of Machine Wash Supreme, the author bought a set from the supermarket and conducted an experiment: applying red and black ballpoint pen marks on white clothing, letting it dry, then applying the treatment and detergent, and observing the stain dissolve quickly.
王超Bottled Water Returns: Is Robust Reviving?
Robust, once known for its claim that "every drop goes through 27 layers of purification," has re-entered the bottled water market after a three-year hiatus following its divestment by Danone. The company is leveraging its 30th anniversary to relaunch the business, aiming to capitalize on consumer nostalgia, though industry experts note the market is now dominated by established players.
New DistributionIn a Fragmented Media Environment, How Can Small Brands Quickly Achieve Sales of Over 100 Million?
In an increasingly fragmented media environment, how can consumer brands born in the era of mass media win consumer mindshare? Coca-Cola abolished the CMO role; what new moves does the newly created Chief Growth Officer have? What secrets lie behind the rapid growth of new domestic brands like HFP, Perfect Diary, and Usmile to over 100 million in sales? This article is based on a speech by Wu Yipeng, partner at Yijian Media, at the 4th Mobile Internet Marketing Summit hosted by Bird's Notes, titled "Seeding Marketing: The Growth Path for Consumer Brands."
吴益鹏Breaking: Yili Launches China's First Milk Mineral Beverage—Why Did the 'Horned Bottle' Take Over Social Media?
Yili has launched Yiran, a new milk mineral beverage, marking China's first product in this category. The uniquely designed 'horned bottle' has gone viral on social media for its aesthetic appeal, and the company aims to target young consumers with a healthy, low-sugar drink.
FBIFFrom 'Consumption Upgrade' to 'Consumption Stratification': How Should We Do Marketing?
This article is authorized and written by Ding Ding. It argues that while we are in an era of 'consumption upgrade', it is more accurately an era of 'consumption stratification'. The author emphasizes that society is highly stratified, and marketing must be precise, targeting specific user groups with personalized brands, community-based channels, and social communication.
粉丝工场创始人丁丁Founder of Dianda, Rui Yun: Deepening Supply Chain to Build Brand Density!
The following is the speech content of Mr. Rui Yun, founder of Dianda Mall, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Today, my sharing topic is: Deeply cultivating the upstream supply chain to build brand density. FMCG B2B has developed from 2014 to now, experiencing two rounds of reshuffling. From 2015 to 2018, without efficiency and supply chain depth, it is hard to survive. This time, I will focus on how Dianda deeply cultivates the supply chain. First, over the past four years, Dianda has built a digital, flat, and transparent efficient distribution network from factory to end.
芮赟The Urgency of Transformation for Brand Owners, Distributors, and Sales Teams: Insights from Alibaba's Retail Link 4.1 New Policy
Retail Link's recent 4.1 policy, which significantly reduces the income of its city partners, has sparked unrest and highlights the urgent need for digital transformation in FMCG distribution. This shift underscores the weakening role of traditional sales teams and the necessity for brand owners, distributors, and sales personnel to adapt to online, platform-based models.
鲍跃忠If P&G Is Aging, What About Coca-Cola?
A recent news story claimed that Procter & Gamble (P&G) was 'delisted,' but this is inaccurate as it only withdrew from the Euronext Paris exchange, with over 99.9% of its trading volume on the NYSE. Despite this technical move, P&G has faced real challenges over the past decade, with declining sales and profits. The article contrasts P&G's traditional marketing approach with Coca-Cola's more innovative and interactive strategies, arguing that P&G's failure to adapt to the internet era has led to its decline, while Coca-Cola has thrived by engaging younger consumers and embracing digital platforms.
老刀More Than Just Beverages! Wahaha Has Established a New Robotics Company, with Zong Qinghou as Chairman!
When it comes to Wahaha, our impression might still be stuck on its mineral water spokesperson Wang Leehom, who has remained unchanged since 1999. Indeed, Wahaha's classic products have rarely changed their packaging over the years, giving consumers a sense of being old-fashioned. However, Wahaha has always been at the forefront of industrial manufacturing in China. In 2012, Wahaha encountered a development crisis, as its revenue turned negative for the first time that year. This was a significant blow to the rapidly growing company, but the signs of this crisis had already appeared earlier. The soft drink industry is inherently a retail business that relies on high volume and low margins, and in recent years, raw material prices have been rising, increasing the market risks of investing in and developing new products.
New DistributionThe Onlookers Should Disperse: Jiangxiaobai Is Still Jiangxiaobai!
Jiangxiaobai, a popular Chinese baijiu brand, faced a trademark dispute with Jiangjin Distillery. In 2016, the Trademark Review and Adjudication Board declared one of its trademarks invalid, but the company still holds over 100 other registered trademarks and continues to sell its products normally. The recent court ruling only affects one specific graphic trademark, not the brand itself.
New DistributionAbandoning Monster, Coca-Cola's Own Energy Drink to Launch Next Month!
According to foreign media reports, Coca-Cola's first energy drink under the Coca-Cola brand, Coca-Cola Energy, will debut in Spain and Hungary next month. It combines naturally sourced caffeine, guarana extract, and B vitamins, containing 80 mg of caffeine per 250 ml, more than three times that of regular Coca-Cola. Coca-Cola will also offer a zero-calorie, zero-sugar option in 250 ml cans.
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