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 115 of 196
The Underestimated Little Can Tea
This article argues that Little Can Tea's success is not merely due to advertising but its strategic restructuring of the tea industry's supply chain and industrialization, positioning it as a leader in the sector's modernization.
沈帅波News Flash | Bright Dairy联手Yu Garden推出'Retro' Yogurt; Yangshengtang Launches New Beef Sauce; C'estbon Launches 'FIRE' Double Coffee Latte; JD.com Introduces Eco-Friendly Cartons with Brands...
This issue covers Bright Dairy's retro yogurt with Yu Garden, Yangshengtang's new mushroom beef sauce, C'estbon's double coffee latte, JD.com's eco-friendly cartons, Nestlé's sustainable packaging and R&D center, Halo Top's dairy-free ice cream, and Lelecha's co-branded products.
New DistributionThe Origin of New Marketing: The Way Enterprises Connect with Customers Is Undergoing a Dramatic Change!
This article discusses the shift from traditional to new marketing in China's FMCG market, driven by internet and changing consumer behaviors. It highlights the need for new connection methods between enterprises and customers, emphasizing integrated online-offline strategies and the importance of customer interaction chains.
赵波“He Who Gains IP Wins the World” or “No IP, No Business”?
As the 2019 Spring Festival approaches, the Palace Museum's lipsticks have sold out again. Mr. Gao, who specializes in Palace Museum food products, drove directly to the Palace Museum after a meeting, asked by others to fetch 10 boxes from an old friend there. It's rare to see such a scene where even a CEO personally brings goods, in an era of severe oversupply, where not only is paper expensive in Luoyang, but demand exceeds supply. "Usually, the Palace Museum's blessing characters and Spring Festival couplets are given away every year, but this time they've sold out too." Similarly, the most competitive snack food category is the hardest for distributors to place goods, as even mom-and-pop stores now demand consignment and credit terms. But products printed with Peppa Pig are all cash purchases, with no bargaining accepted. It seems someone once said, "No IP, no business"?
New DistributionReview, Wish, and Send Blessings: This Is How FMCG Brands Should Do New Year Marketing!
What kind of advertisement touches people's hearts the most? Emotional ones. During the New Year and Spring Festival, Chinese people are most emotionally engaged, and brands can leverage this by using Moments ads to tell stories, encourage interaction, and spread blessings. This article reviews successful cases from brands like Jiangxiaobai, Telunsu, Yili, Hennessy, and Wanglaoji, and offers tips on brand, creativity, interaction, and social sharing for FMCG New Year marketing.
腾讯广告Traditional Marketing Is Outdated, What Is the 'Formula' for New Marketing?
This article discusses the shift from traditional to new marketing, proposing three key models: traffic pool, connector, and content supply chain, as the new framework for effective marketing in the digital age.
任小东After Selling Lebus, Danone Halts Yili Bottled Water Production: Why Its Water Business Keeps Facing Adjustments?
Danone China will stop producing and selling Yili bottled water from January 16, 2019, as part of business adjustments to adapt to rapid changes in the local market. This move follows the sale of Lebus in 2016, reflecting the company's strategy to focus on high-end water products amid intensifying competition in China's bottled water market.
阿茹汗Excellent Brands All Have Good-Looking Packaging
Recently, Nongfu Spring partnered with the Forbidden City to launch a zodiac commemorative "Golden Pig Set" premium water, which not only won widespread social acclaim but also tagged the brand with an image of "high-end, grand, and elegant." In fact, from Jiang Xiaobai's copywriting bottles to Luckin Coffee's cup sleeve creativity, from Wang Laoji's red can packaging to Xiaoguan Tea's "masterpiece" packaging, these all reflect a profound truth: excellent brands often have good-looking packaging.
杨阳Dairy Industry: Some Go Public, Some Delist...
For the dairy industry, the capital market is like a walled city: some are eager to get in, while others, feeling overwhelmed, have already exited. This article from Shiwu Media, a professional dairy media outlet, explores the behind-the-scenes stories of dairy companies going public and delisting.
张志伟In-Depth | Uni-President's Strategic Partnership with JD New Channel: What's the Move?
Recently, news of Uni-President signing a strategic cooperation agreement with JD New Channel has drawn attention in the FMCG sector. On January 17, the two companies agreed to deepen cooperation in joint warehousing and distribution, data sharing, and brand marketing to better meet the increasingly diverse market demands of the borderless retail era. Since the second half of 2018, more brands have embraced B2B. As a typical representative of the 'deep distribution' model, Uni-President's full embrace of B2B marks another milestone for the industry.
袁来How Did This Small Enterprise Achieve a Textbook Breakthrough with New Marketing Under the Monopoly of Giants?
In the beer industry, where the top five players control over 80% of sales, Taishan Original Pulp, a local brewery, has defied the odds by achieving 120% annual growth through new media marketing and community building, expanding to 19 provinces with zero traditional advertising spend.
袁来Transformation? First Cut: Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The article argues that the first step in transformation is to eliminate the traditional marketing department, replacing it with a new structure that integrates with e-commerce and focuses on consumer engagement.
方刚News Flash | Monster Energy Launches New Product Line After Setback in China; Guyue Longshan's Guoniang 1959 Hits Market, Huangjiu Market Sees Thousand-Yuan Products; Fruit Shelf-Life Extending...
Monster Energy launches a new fitness-oriented product line called Reign, while Guyue Longshan introduces a high-end Huangjiu priced above 1,000 yuan. A Malaysian startup develops stickers that extend fruit shelf life by 14 days.
New DistributionWahaha Launches New Herbal Tea; Bud Light Adds Nutrition Labels; Luzhou Laojiao's Australian Open Sponsorship Questioned; Nestle Introduces Chocolate Coffee Creamer
Wahaha introduces Songdu herbal tea after its hotpot herbal tea; Bud Light adds nutrition labels in the US; Luzhou Laojiao's Australian Open sponsorship draws skepticism; Nestle US launches chocolate-flavored coffee creamers.
New DistributionThe Anxious Middle-Aged Marketer
At the 2019 New Year Marketing Course organized by New Distribution and Teacher Liu's Forum, many middle-aged marketers felt confused by the new marketing concepts. The confusion stems from differences in language systems, a disconnect between decision-makers and executors, and a shift in marketing's starting point from supply to demand.
任小东Breaking News | Danone Yili Bottled Water Halts Production! 2019 Global Candy Top 100 List Released! Taoli Bread Chairman Mistakenly Buys Company Shares; Tsingtao Beer Launches 12 Zodiac Aluminum Bottles...
Danone China Beverages announced the halt of production and sales of Yili bottled water after 33 years on the market. The 2019 Global Candy Top 100 list was released, with Mars retaining the top spot. Taoli Bread's chairman mistakenly bought 7,200 shares of the company. Tsingtao Beer unveiled new 12 Zodiac aluminum bottles.
New DistributionHow to Play IP Commercialization? The Forbidden City IP Sets a Good Example
The Forbidden City's IP commercialization has reached a scale of 1.5 billion yuan. This article explores the value of the Forbidden City IP, the relationship between its two lipstick products, and the key to its internet-based commercialization.
万德乾Methodology: Building a Brand from 0 to 1
2018 marked the end of the golden era of entrepreneurship, and from now on, it may be the beginning of building brands solidly. Brand awareness and consensus will become the strongest moat for products. This article discusses how to build a brand from scratch, based on three insights: circle stratification, shortened consumption paths, and public opinion gray rhinos.
杨不坏Budweiser Flirts with 'Sister', What's the Intent?
Budweiser Group has signed an agreement with Jebsen Group to establish a joint venture in mainland China to co-operate Jebsen's Blue Girl Beer, marking Budweiser's first partnership with a distributor for premium beer. The move is seen as preparation for Budweiser's potential Hong Kong IPO and to strengthen its market share in Hong Kong and Macau.
何也News Flash | JDB Launches New Packaging and Raises Prices; Nongfu Spring to Debut New Spokesperson in 2019; COFCO Yuehuo Introduces Meal Replacement Weight-Loss Biscuits...
JDB introduces two new gold can products with upgraded ingredients and higher prices. Nongfu Spring will use Taiwanese singer Guan Lin as its new spokesperson in 2019. COFCO Yuehuo launches a meal replacement biscuit with high fiber and no added sugar.
New DistributionPlagiarism, Feuds, Breakthroughs, and Deep Cultivation: A Review of Major Events in the Beverage Industry in 2018
As 2018 draws to a close, the beverage industry has seen brands like Luckin Coffee surge with aggressive expansion, while Answer Tea faced trademark issues despite its viral popularity. The year also witnessed capital cooling, brand battles, the rise of The Alley, and the industry's shift towards deeper cultivation and overseas expansion.
姬国君What Should Marketing Really Be? A Thorough Explanation
Marketing is a vital part of business operations, but in an era of great change, old methods may no longer work. This article discusses three fundamentals of marketing—doing the right things, returning to the basics, and taking action—to help marketers succeed in uncertain times.
陈春花In-depth | In the Second Half of the Snack Food Competition, How Can the 'Online + Offline' Model Break Through?
Enterprise growth follows three stages: from rapid growth driven by market dividends, to transformational growth driven by management and leadership, and finally to product and model growth driven by innovation. The snack food competition has undoubtedly entered the third stage. In 2018, snack food brands took more frequent actions than ever before. Bestore fully upgraded its brand image; Be & Cheery upgraded its packaging; Three Squirrels grandly launched 11 new products before Double 11. As internet traffic dividends level off and online and offline merge, we can see brands facing changes in the consumption environment. For snack foods, the second half of the competition is just beginning.
大V酱Year in Review | Nice Group, Yunnan Baiyao, Saky and Other Major Events in the Daily Chemical Industry in 2018
This article reviews major events in China's daily chemical industry in 2018, including Nice Group's internal turmoil due to its contracting system, Yunnan Baiyao's controversy over its toothpaste ingredients, and Saky's successful foray into electric toothbrushes.
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