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 112 of 196
Tsingtao Brewery's 2018 Annual Report Reveals the Secret Behind Its 15-Year Reign as the Most Admired Beer Brand
On the evening of March 28, Tsingtao Brewery released its 2018 annual results. During the reporting period, beer sales volume reached 8.03 million kiloliters, up 0.8% year-on-year; revenue was approximately RMB 26.575 billion, up 1.13% (or 5.15% on a comparable basis due to the adoption of new revenue standards); net profit attributable to shareholders was approximately RMB 1.422 billion, up 12.60%, showing a healthy trend of profit growth outpacing revenue growth, which outpaced sales volume growth.
New DistributionOn the Road of Growth: To 80 Million Marketing Professionals
At 29, he is already a marketing director; at 33, I am still a regional business supervisor. Is marketing the right path for me? As the 'most widespread' profession, how can marketing professionals grow themselves?
冯云飞Salty and Sweet: The Self-Cultivation of a Good Brand
In early 2016, Coca-Cola announced a major brand upgrade campaign, unveiling the 48th slogan in its history: "Taste the feeling" (Chinese: 这感觉够爽). This replaced "Open Happiness" (Chinese: 畅爽开怀), which had been used since 2009. While the Chinese versions are similar, the English reveals a shift in Coca-Cola's appeal: Open Happiness targeted psychological experience and emotion, while Taste the feeling targets sensory experience and taste directly.
空手Internet Giants Descend to Grab Offline Traffic: Key Trends in 2019 Offline Marketing
As smartphone shipments stagnate and online time approaches its ceiling, internet giants are turning to offline channels to alleviate traffic anxiety. This article outlines key trends in 2019 offline marketing, including product-as-media, digitization of offline traffic, the importance of scenario and efficiency, and the scarcity of quality offline traffic.
卫夕P&G: Brand Strategy for the New Era of Post-00s Consumers
P&G has been in China for 30 years, and despite being a century-old company, it continues to seek innovation, fully implementing a strategy of youthfulness and personalization. In the era of social consumption, young people are a major consumer force that cannot be ignored; winning over the youth means winning long-term loyal fans and assets for the brand. This time, P&G has set its sights on the post-00s generation. 2018 marks the coming-of-age year for post-00s, as the first batch enters adulthood and society, opening a new era for them. With a population of 147 million...
黄薇VeraDong Xu, Brand Director of Shihuituan: Future Development Trends of Community Group Buying
The following is the speech delivered by Mr. Dong Xu, Brand Director of Shihuituan, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. The topic of this sharing is the future growth and development trends of community group buying as seen by Shihui. Shihuituan and Youhaodongxi are strategic development partners. Youhaodongxi's CEO, Chen Ying, volunteered in rural areas around the world while studying at a US business school, and after graduation, he remained rooted in rural areas, aspiring to bring fresh ingredients and fruits from origin to more urban families.
董旭News Flash | Global Top 100 FMCG Brands List Released; Tetra Pak Launches New Cube Packaging; Yili's Qiaolezi and Zhenxi Launch New Products; Yangyuan and Tibet Water Resources Announce 2018 Results
Euromonitor releases its Top 100 Megabrands list, with Coca-Cola, Pepsi, and Nescafé leading. Tetra Pak introduces a new cube packaging that saves 40% space. Yili's ice cream brands launch new products, while Yangyuan and Tibet Water Resources report their 2018 financials.
New DistributionWeng Yinuo of Hongzhang Capital: In the Era of Fragmented Traffic, Small Brands Are More Likely to Gain Momentum!
The following is the speech delivered by Mr. Weng Yinuo, founding partner of Hongzhang Capital, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and released for readers. Hongzhang Capital is an investment institution focused on the consumer sector, and I was among the early proponents of interpreting the connotation of new retail. My book 'The Future of New Retail' sold quite well. But looking at this book written two years ago from today's perspective, I feel there have been some profound changes. So today I will share with you our thoughts on the future of new retail and new brands.
翁怡诺Wang Jinghua of Miduo: How to Use a Software System to Master 'New Marketing'?
The following is the speech delivered by Wang Jinghua, CEO of Miduo, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. Understanding the essence of business is the prerequisite for understanding 'new marketing'. Wang believes that the essence of business is to deeply bind customer relationships, and brand owners must keep customer-centricity in mind.
王敬华Lawson's Wang Ruyi: Lawson's IP-Empowered New Retail Approach
The following is the speech content delivered by Ms. Wang Ruyi, marketing expert at Lawson Convenience Stores, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. She introduces Lawson's IP-empowered new retail approach in four parts: definitions of new retail and IP, Lawson's current situation in China, why they build IP marketing, and IP marketing cases with her personal summary.
王如意Yanghe Xiaoqu's Lu Anjun: Building a New Marketing System Centered on 'Sell-through, Repurchase, and Detonation'
The following is the speech delivered by Mr. Lu Anjun, General Manager of the National Operations Center of Yanghe Xiaoqu, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. He discusses the challenges faced by distributors, the need to shift from terminal-focused to consumer-focused strategies, and introduces the '1239' new marketing model for bottled liquor, emphasizing precision distribution, fan engagement, and innovative management techniques.
卢安军News Flash | China Resources Beer 2018 Revenue Up 7.2%; Coca-Cola Launches New Flavored Sparkling Water; AB InBev May See First Chinese Female Independent Director; New Easy-Open Can...
Coca-Cola introduces three new flavors of sparkling water under its Smartwater brand. China Resources Beer reports 2018 revenue of 31.867 billion yuan, up 7.2% year-on-year. AB InBev nominates Liu Xiaozhi as independent director, potentially the first Chinese female in that role. Other news includes Toly Bread's earnings growth, Huishan Dairy's restructuring vote delay, and more.
New DistributionReport | Research on the Development of New Marketing Models for Chinese Baijiu Enterprises in 2019
This report analyzes the development of new marketing models for Chinese baijiu enterprises, covering the background, evolution paths, implementation tools, and four typical cases. It emphasizes the shift from traditional to digital marketing, driven by changes in market environment, consumer demand, and technology.
乔运昌Haojiayi Founder Li Lei: Peppa Pig - Super IP Wins the Future
At the 5th FMCG + Internet Conference hosted by New Distribution, Haojiayi founder Li Lei shared his experience with IP branding, emphasizing that IP is not just a product but a strategic asset that requires significant investment, professional execution, and a focus on product quality to empower distributors and retailers.
李雷Marketing in the Past Was Mass Sales; in the Future, It Must Drive Brand Growth!
The advertising and marketing industry, which began in the industrial era, has traversed 150 years and is about to enter its second half, with the present being a transitional period. Everyone is anxious, exploring, and pondering what to do next and where the future lies. Recently, CEIBS held a CMO forum on 'Brand Growth Drivers,' inviting CEOs and CMOs from Alibaba, Nike, Coca-Cola, Accenture, and others to discuss brand growth. The forum, though not grandly publicized, featured speakers from academia, top international brand CMOs, and marketing executives from Accenture and GroupM, with over 200 brand marketing leaders in attendance.
杨不坏Lost 100 Million at 19, Became 'Richest Man' 43 Years Later
Tsai Eng-meng, the founder of Want Want, lost over NT$100 million at age 19 but later became Taiwan's richest person with a net worth of $5.4 billion. His success came from perseverance, innovative marketing, and aggressive expansion in mainland China.
冯仑风马牛Breaking: Nongfu Spring Enters Plant-Based Yogurt Market!
FBIF Food & Beverage Innovation recently learned that Nongfu Spring is about to launch a new plant-based yogurt product developed with globally leading technology. In 2019, the company, known for its innovative products, is expanding beyond beverages into dairy alternatives, targeting health-conscious consumers with a product that boasts zero cholesterol and low saturated fat.
FBIFPinlan CEO Li Yifan: Using AI to Empower Channel Digitalization
At the 'Breakthrough 2019 (5th) FMCG + Internet Conference' held in Chengdu, Pinlan CEO Li Yifan shared how AI item recognition technology can bring marketing value to brands and retailers, and how to implement AI for digital transformation. He outlined the three steps of digitalization—informatization, datafication, and intelligentization—and introduced Pinlan's PinShi platform, which combines AI, cloud computing, and IoT to solve industry pain points such as data transparency and efficient inventory management.
李一帆The 'Xiaoguan Tea' of the Liquor Industry? 1,000 Bottles Sold Out in an Hour—Beware of This F Rose Fenjiu!
A new baijiu targeting women, F Rose Fenjiu, sold 1,000 bottles in 58 minutes on a content e-commerce platform, signaling the rise of the female baijiu market. The product, with its attractive packaging and 28% ABV, aims to redefine female-oriented liquor.
王春红How Can Brand Owners Build a Self-Controlled Distribution Network?
At the 5th FMCG + Internet Conference hosted by New Distribution, held from March 15-18 in Chengdu, Liu Zhao, founder and CEO of Waiqin365, delivered a keynote speech on March 16. He discussed the distinct roles of distributors and B2B platforms, the importance of brand owners building self-controlled distribution networks, and how digital tools can empower distributors while maintaining brand control.
刘昭Marketing is a 'Pitfall' Profession | What Should Salespeople Do in the Face of Change?
This article discusses the transformation of salespeople into marketing personnel in the context of new marketing. It outlines the shift from traditional channel management to a dual role involving both sales and communication, emphasizing new functions such as regional communication ignition, local IP, B-chain and C-chain construction, and scenario building.
刘春雄Small Brands Are Rising, but Why Won't P&G Die?
Despite the buzz about P&G's delisting, the company's sales decline is normal for a firm with $50 billion in annual revenue. This article argues that P&G won't face fatal challenges soon due to deep brand moats, and explains why small brand rise isn't necessarily linked to P&G's decline, while offering strategies for small brands to compete and P&G's potential countermeasures.
有深度有情感的Sixteen Generations of Inheritance in Chinese Sauce-aroma Baijiu Culture: Guiniang Distillery Unleashes New Momentum for High-standard Sauce-aroma Baijiu
In 2018, Guiniang Distillery, a rising star in the sauce-aroma baijiu industry, burst into the public eye as a dark horse, and its meticulously crafted Gui Shiliudai became a hit among the new wealthy and intellectual class, earning widespread acclaim. As the strategic core product in Guiniang's sauce-aroma market, Gui Shiliudai achieved remarkable results in 2018 and was designated as the official liquor for the 2018 Summer Davos · Sina Finance Night, thanks to its high quality. Since entering the sauce-aroma baijiu industry, Guiniang has taken it upon itself to 'create high-standard Chinese sauce-aroma baijiu' and has established a dedicated high-standard value system for its products. With new standards that surpass the industry...
New DistributionThe Little Brother of Plant-Based Protein Drinks: How It Rose to Become the Industry Leader
This article analyzes how Liu Ge He Tao (Six Walnuts) transformed from a minor player into the leading brand in the plant-based protein drink category by reconstructing consumer demand, category value, and consumer perception, achieving annual sales of over 10 billion yuan.
王超