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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 113 of 196
P&G Delisting? Don't Fall for Clickbait!
P&G announced its delisting from Euronext Paris, not the NYSE, due to cost and management needs and low trading volume. The article criticizes media for misrepresenting the news and highlights P&G's ongoing transformation and resilience.
包黑子2019 Top 10 Consumer Trends: What Can the Beer Industry Learn?
Recent reports from Mintel, Nielsen, and Euromonitor highlight key consumer trends in China for 2019, offering insights for the beer industry. These trends include experiential consumption, personalized products, healthier options, and the importance of social media and environmental sustainability.
主编酒酿丸子Yili, Mengniu, Uni-President, Master Kong and Other Brand Owners and Distributors Gather in Chengdu for This Major Event!
A major FMCG industry event is counting down! Executives from leading brands such as Yili, Mengniu, Uni-President, Master Kong, P&G, Nestlé, Unilever, Jiangxiaobai, Budweiser, and Mondelez will gather in Chengdu for the "Breakthrough · 2019 5th FMCG + Internet Conference" hosted by New Distribution. From March 15 to 18, 2019, New Distribution, with "Breakthrough" as the core theme, has invited over a hundred guests and organized 13 themed forums, aiming to find a way out for brand owners, distributors, and supply chain enterprises through this exchange.
New DistributionTea π Unveils Major New Packaging, Exclusive Insight into the Brand Story Behind 3 Billion in Three Years
Despite the beverage industry's slowdown post-2014, Nongfu Spring's Tea π achieved 3 billion yuan in sales within three years, breaking the myth that the era of blockbuster products is over. The brand's success stems from its youthful, imaginative packaging, strategic celebrity endorsements, and a new packaging redesign with a promotional campaign.
FBIFBehind Hunan's Ban on All Betel Nut Ads: Product Placement in Web Dramas and Sponsorship of Local Spring Festival Galas, Becoming a Major Local Taxpayer
The Hunan Betel Nut Food Industry Association has ordered its members to stop all domestic advertising from March 7, responding to market supervision requirements. This comes amid growing health concerns and the industry's rapid expansion, with betel nut products increasingly promoted through TV galas and web dramas.
财天作者Countdown 5 Days | How Should Distributors, Brand Owners, and B2B Break the Deadlock Amid Channel Transformation?
A brand owner shares how partnering with a B2B platform led to explosive sales growth, highlighting B2B's value as a data source and testing ground for marketing strategies. New Distribution defines 2019 as the first year of digital transformation in FMCG channels and invites industry players to its 'Break the Deadlock' conference.
New Distribution“First Share of Leisure Snacks” Lai Yifen in Crisis: High-Level Turmoil, Net Profit Plunges 90%, Said to Have No Online Opportunities Left
Lai Yifen, once hailed as the 'first share of leisure snacks,' is now mired in crises including product quality issues and executive turnover. The company's net profit for 2018 is expected to plummet by over 90%, and analysts suggest that having missed the e-commerce boom, its chances of recovery are slim.
金晓岩Collection | The Most Complete Guide to the 2019 Spring Sugar and Wine Fair!
The 100th National Sugar and Wine Commodity Fair will be held in Chengdu, Sichuan from March 21-23, 2019, with a hotel exhibition from March 15-20. The main venue at the Western China International Expo City covers 210,000 square meters, featuring six major exhibition areas and nine specialty zones, along with upgraded services including transportation, dining, and amenities.
New DistributionDeep Dive | Which Old Marketing Theories Did Kotler Overturn?
On the night of February 23, while browsing in Eslite Taipei Dunhua store, I found Kotler's Chinese edition of 'Marketing 4.0' (published in late 2017). In it, Kotler proposes four new customer experience models for the digital age: doorknob, goldfish, trumpet, and funnel, each composed of five A's. This article explores these models and the marketing theories Kotler overturns.
王东魁The Marketing Strategies of Coca-Cola & P&G in China for the Next 40 Years!
At the 2019 Shanghai International Advertising Festival, Richard Cotton, Content and Excellence Creative Director of Coca-Cola Greater China, and Chen Xiaqing, General Manager of Brand Operations at P&G Greater China, shared insights on how Coca-Cola effectively tells brand stories and how P&G adapts to changing times while staying true to consumer-centric principles.
在现场的Jiangxiaobai: How to Create a Fashionable Brand in the Traditional Baijiu World
Jiangxiaobai's CEO Tao Shiquan shares how the brand found a breakthrough in the traditional baijiu market by targeting young consumers with a fashionable image, focusing on casual drinking scenarios, and building a strong brand through user insight, product innovation, and IP marketing.
陶石泉News | Major: Anheuser-Busch InBev Plans to Change Chairman; Mengniu's Slow Burn Upgraded; Jiashili Launches Instant Pasta "Yi Q"; Portable Mushroom Snacks Hit Market; Nestlé Introduces Paper Packaging...
This article covers major FMCG news including Anheuser-Busch InBev's plan to replace its chairman, Mengniu's upgraded Slow Burn PLUS product, Jiashili's new instant pasta, South Mill Champs' mushroom snacks, Nestlé's paper packaging, the latest Forbes billionaires list, a proposal for a national liquor law, Jiajiayue's management of China Resources Vanguard stores, and JD.com's partnership with Google.
New DistributionNews | Wahaha Responds to 'Drinking AD Calcium Milk from A to D' Questioning; Pepsi Launches Raspberry Flavor New Product; Harbin Beer Launches New Product 'Bingcui'; Lai Yifen, Hsu Fu Chi Senior Management Changes...
Wahaha responds to the 'Drinking AD Calcium Milk from A to D' slogan controversy, stating it was not an advertisement and has stopped printing. Other news includes Fonterra's new CEO appointment, Pepsi's new raspberry flavor, Harbin Beer's new product launch, and executive changes at Lai Yifen and Hsu Fu Chi.
New DistributionDistributors: Why Do Blockbuster Products Always Elude You?
Blockbuster products are those that are top-selling, stable in quality, well-reputed, continuously hot, and gaining market share. They can compensate for a distributor's weaknesses, but many distributors miss out due to decision-making errors, misplaced focus, premature judgment, and waiting for products to become hits before taking them on.
王冠群Top 10 Predictions for New Consumption in 2019: The Rise of Discount Stores and the Era of Low-Desire Consumption
The author releases annual predictions for new consumption trends. For 2019, they foresee the rise of product-oriented brands, the growth of discount stores, the popularity of cash-flow consumer projects, and the emergence of niche brands, among other trends.
龙猫1989Snack Market Engages in a 'Three-Way Battle'
The snack industry is undergoing a quiet reshuffle due to low market concentration, making 2019 an extraordinary year. Three major players—Three Squirrels, Bestore, and Baicaowei—are pivoting strategically: Three Squirrels shifts to supply chain, Bestore focuses on high-end products, and Baicaowei explores the 3.0 era. Their competition is extending from capital markets to consumer markets, signaling an intense market battle.
里雨曦In the Era of Concentrated Rise of Channel Brands, Where Are the Crises and Opportunities for Distributors?
Two trends are evident in the marketing world: distributors are forming alliances and associations, and new brands are rising by integrating other brands or categories. This signals the awakening of channels. The article argues that we are still in the stage of channel transformation, where channel brands are emerging, and distributors must seize the opportunity to build their own channel brands before the market shifts to product innovation.
黄润霖Why Can't Everyone Be Coca-Cola?
The article argues that selling goods is not the same as building a brand, and that true brand building requires sustained investment, proper channel relationships, and a shift in mindset. It outlines common misconceptions about branding and offers a new framework for brand building in the modern era.
专注新消费产品的Cognitive Efficiency Determines Business Efficiency
The article argues that cognitive efficiency determines business efficiency, and suggests four ways to improve cognition: attending conferences, going on study tours, joining communities, and reading books. It also promotes the upcoming 2019 (5th) FMCG + Internet Conference organized by New Distribution.
任小东The Mocked Yet 4 Billion Yuan Annual Sales of Coconuts? 90% of Chinese Brands Should Learn from It!
Following Coconuts' final statement that its slogan 'Drinking it since childhood' does not violate advertising laws, the controversy has subsided. Despite mockery of its tacky design and double entendre, the brand's 4 billion yuan annual sales and strategic decisions offer valuable lessons for Chinese brands.
杨双喜 导师/王超What Can the Development of Japan's Food and Beverage Industry in the 1990s Teach China's FMCG Sector?
This article analyzes consumption trends in Japan before and after the 1990s, especially in the food and beverage industry, to draw lessons for China's current industry trends. It identifies similarities between China's current economy and Japan's around the 1990s, such as slowing growth, high real estate prices, trade tensions, aging population, and changing consumer behavior, and explores how these factors shaped Japan's food and beverage sector.
方振&董广阳White and Black Faded Away, While Nongfu Spring Thrives: What Marketing Philosophy Lies Behind?
Nongfu Spring recently disclosed its financials for the first time, showing net profits of 3.369 billion yuan in 2017 and 2.024 billion yuan in the first half of 2018. The article contrasts this with fading brands like Wahaha and White and Black, arguing that the difference lies in brand thinking versus product thinking, and that building differentiated cognition through functional, value, and cognitive marketing is key to enduring success.
徐立Without Strategy, Don't Aim for a Viral Hit
The article argues that the industry's obsession with viral hits (刷屏) as the ultimate measure of brand communication is misguided. It urges brands to develop a clear strategy, using spatial positioning and historical logic to define what to do, and to only pursue meaningful, planned virality that supports long-term brand growth.
杨不坏Red Bull's 'Dark Web'
On February 20, 2019, the 10 billionth can of Red Bull rolled off the production line at Red Bull's Beijing production base, marking a high point for every Red Bull employee. Despite trademark disputes and competition from domestic functional beverage brands, Red Bull achieved growth in 2018, returning to 20 billion yuan in revenue, according to insiders.
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