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 116 of 196
Zhao Bo from New Distribution: Four Key Words for Mastering New Marketing
At the 2019 New Year Marketing Course co-hosted by New Distribution and Teacher Liu's Forum on January 22-23, Zhao Bo, founder of New Distribution, delivered a keynote speech titled 'New Marketing and Digital Transformation of Channels in the FMCG Industry.' He shared insights on new marketing, emphasizing that the world is fragmenting, and businesses must embrace non-consensus ideas, adapt to fragmented information dissemination, and build a comprehensive marketing system through data to seize the dividends of the era.
赵波How Professional Is the Marketing Profession, Really?
Marketing requires elite input and mass output. The gap between professionals and amateurs in marketing is vast, yet the industry lacks clear standards, leading to widespread amateurism. True expertise demands deep knowledge and deliberate practice.
苗庆显Positioning: The Biggest Scam in Chinese Marketing, or the Idea That Most Influenced American Marketing?
This article questions the claim that positioning is 'the idea that most influenced American marketing,' suggesting it may be a fabricated myth used to promote the theory in China. The author cites lack of evidence in US sources and controversies among American marketing scholars, while criticizing the dogmatic and misleading practices of positioning advocates in China.
苗庆显Douyin + IP: How to Make Your Brand a 'Web Celebrity'
In 2018, Douyin became the most popular short-video app in China, with 150 million daily active users, attracting both ordinary people and brands. Meanwhile, IPs like Peppa Pig and the Forbidden City became hot commodities. Combining Douyin with IP has become a new frontier for brand marketing, offering low-cost, high-engagement opportunities for brands to reach consumers.
新经销JackThe Direction of Marketers' Efforts in the Next Decade
This article summarizes clues from 2018 to predict long-term trends, arguing that while annual summaries often stoke anxiety, the essence of marketing remains unchanged. It highlights the shift from traffic and brand logic to consumer operations, citing examples like Tsutaya Books and Alibaba's initiatives.
酸奶哥肖恩The Winning Strategy for the Second Half of the Dairy Industry
This dairy special aims to answer two core questions: which dairy subcategories still have growth prospects, and where are the opportunities to win in the second half of the dairy industry? By analyzing category development opportunities, we seek growth points beyond premiumization.
FBIFMaster Kong's 'Space Strategy' Advances into Southwest China, Promising 2019!
On December 30, following the space science popularization whirlwind that swept five cities in Northwest China, Master Kong kicked off its space science exhibition in Southwest China at the Sichuan Science and Technology Museum. Since June 26, 2018, the FMCG giant has partnered with Xinhua News Agency to launch the 'Space Spirit China Tour and Master Kong's Inclusion in Xinhua's National Brand Project' ceremony, officially opening the space science exhibition. From late October to mid-December, Master Kong's space science exhibition toured Xi'an, Yulin, Datong, Ankang, and Taiyuan. Looking back at 2018, in my view...
袁来Traditional Marketing vs. New Marketing: Where Lies the New Underlying Logic?
The article contrasts traditional and new marketing, highlighting shifts in traffic logic, rising communication costs with declining efficiency, and market fragmentation. It outlines four transformations (product, marketing, channel, organization) and four stages (perception, delight, reach, service) for adapting to the new marketing era.
赵波Top Ten Predictions for the Food and Beverage Industry in 2019!
At the end of 2018, we put forward ten major predictions for 2019, covering key events that could trigger deep industry changes, such as raw milk price increases easing liquid milk competition, rapid consolidation in the slaughter industry, and breakthroughs in Chinese-style products by Shuanghui. The overall tone for the food and beverage industry in 2019 is expected to be 'stability'.
New DistributionP&G's Performance Continues to Face Pressure: Expanding Brands Again, but Multi-Brand Strategy Encounters Awkwardness
P&G, which has cut nearly 80% of its brands, is once again in acquisition mode amid ongoing performance pressure. The company recently announced the acquisition of health and beauty company Walker & Company, aiming to expand its diversified business. Despite previously slashing its brand count from over 300 to 65 to boost performance, the results have been lackluster.
刘洋 白杨"No Middleman to Earn the Difference" Is the Biggest Marketing Lie (Continued)
Although "the consensus of fools" is also consensus, it quickly collapses once the trend passes. In recent years, various industries have been swept by a trend of "disintermediation." This trend demonizes middlemen and distorts business laws. Many people, under the banner of "removing middlemen," become middlemen themselves, claiming not to earn the difference while profiting from both sides. Many manufacturers, who actually operate B2B2C businesses, are misled into directly selling to consumers, only to find themselves doing more work for less profit.
苗庆显Chinese Beer in the Era of Segmentation
The article discusses how China is in an era of market segmentation, where consumers are divided into different groups with distinct preferences. It traces the history of Chinese beer, analyzes the global beer market, and examines the current state of mainstream, imported, and craft beers in China, predicting future trends.
方刚Breaking News | Major! Uni-President Acquires Korea's Woongjin Foods for $1.5 Billion; Kedi Dairy Announces 3-5 Year Goals; Luckin Coffee Opens Its 2000th Store; Peppa Pig Faces Serious Infringement...
Uni-President announced a $229 million acquisition of a 74.8% stake in Korea's Woongjin Foods, marking its largest M&A deal in recent years. Kedi Dairy outlined its 3-5 year development goals, while Luckin Coffee opened its 2000th store. Peppa Pig's rights holder has filed nearly 50 infringement cases in China.
New DistributionFrom "3+3" Deep Distribution to New Retail: Tsingtao Beer's Channel Innovation Battle!
In 2013, Tsingtao Beer's market share in Xuzhou was 33% and declining. To reverse the trend and reclaim its base market share, Shi Yonggang, then deputy general manager of Tsingtao Beer Suntory (Shanghai) Sales, was appointed concurrently as general manager of Jiangsu Tsingtao Beer Company, focusing on Xuzhou, Suqian, Yangzhou, Lianyungang, and other areas. Shi told New Distribution, "In the county-level rural market, facing competitors with intensive distribution, Tsingtao Beer was at a complete disadvantage. We took a series of measures: first, set up distributors at the township level to ship directly from Tsingtao Beer headquarters; second, under the existing personnel system, implement a 3+3 visit system from county to township to ensure direct control of key terminals; third, comprehensively transform distributors from passive to active, leveraging their strength."
袁来Chongqing Brewery Closes 8 Plants in 4 Years, Addicted to Shedding Burdens
Following the low-price sale of assets, Chongqing Brewery (Group) Co., Ltd. announced on December 22 that it would close its Changde brewery. This marks the eighth plant shut down due to poor management. The company hinted at further divestitures and closures to improve production efficiency. Industry insiders note that after closing Changde, the company must prepare for employee settlement costs and impairment charges, which may impact performance, but overall, shedding bad assets is more beneficial than harmful.
许伟Jiangxiaobai Founder: My 10 Insights on Industry and Growth
Please read this article with the following thought-provoking questions in mind. Since 2000, the new liquor brands that have successfully achieved national expansion include Shui Jing Fang, Shede, Guo Jiao 1573, and Yanghe Blue Classic, each with its own characteristics and strengths, all worthy of study. However, in the 15 years since 2003, only Jiangxiaobai has managed to successfully go national and establish a firm foothold as a strong player. Why? Growth and success are designed. Amid predictions that it wouldn't last a year, Jiangxiaobai has become a mainstream Chinese liquor enterprise, building a full industry chain, large farms, and large distilleries, already a powerhouse in the industry.
品叔Xiang Piao Piao's Dilemma: How to Break Through with Single Product and Marketing Struggles?
Xiang Piao Piao faces a dilemma between advertising and profit. Since 2017, the company has launched liquid milk tea and juice products to mitigate seasonal risks, but the associated marketing expenses have created a predicament. The company's main product is solid cup milk tea, leading to seasonal revenue fluctuations due to product singularity. Industry insiders suggest that Xiang Piao Piao may be dominated by huge advertising costs in the future.
New Distribution2019, the Douyin Operation Guide You Need as a Brand
Every day, over 150 million people browse Douyin, with monthly active users exceeding 300 million and daily video views surpassing 10 billion. Douyin users spend an average of over 80 minutes per day on the app, launching it about 6 times daily, making short videos a new communication channel after Weibo and WeChat. Data source: Haima Big Data. Unlike WeChat and Weibo, Douyin feels warmer, allowing us to feel the emotions of performers through lively videos, whether resonating, captivating, or making us laugh.
新经销JackYang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?
This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s." The following is the transcript of her speech (organized by Morketing).
MorketingDeep Dive: The Communication Logic for Brands Has Fundamentally Changed!
Years ago, when I first heard the term 'brand-effect integration,' I was repulsed by it. I believed that if you wanted a brand, you shouldn't consider short-term results, and if you wanted results, you could just offer red envelopes, lucky draws, or discounts. I always thought brand and effect were opposites, like the poles of a magnet, unable to be integrated. However, given the current economic environment, internet communication landscape, and consumer cognition, which have undergone disruptive improvements, we need to adopt a new mindset toward 'brand-effect integration.' I believe it is now achievable. Note: the brand-effect integration I'm referring to is not about adding promotional information or QR codes to creative ads, but rather a more abstract approach that may yield higher conversion rates.
杨不坏From Zong Qinghou to Zong Fuli: Can Wahaha Rise from the Ashes?
Recently, Zong Fuli was appointed as the head of Wahaha Group's Public Relations and Brand Department, which is interpreted by the industry as a prelude to her full takeover of Wahaha. For over a decade, the Wahaha scepter has been held by Zong Qinghou on one end and his daughter Zong Fuli on the other. Meanwhile, the joint distribution model that once made Zong Qinghou proud is now facing challenges from the internet in the information age. How can Wahaha achieve rebirth and find a way out?
邓大洪First Look! Can Wahaha's 10 New Products Turn the Tide?
Wahaha recently held its 2019 sales work conference and new product launch in Hengdian, themed 'Co-creating the Power of All Drinks', gathering distributors, suppliers, and sales staff nationwide. At the meeting, Zong Qinghou stated that in 2018, with the efforts of all distributors and sales personnel, the company resumed growth, and despite the impact of industrial restructuring, opportunities outweigh challenges for Wahaha. As a leading beverage company, Wahaha's new products are highly anticipated each year.
New DistributionA Brief History of Marketing: A Century of Marketing in One Article
To explain marketing, we start with pig slaughtering. In the era of mass production, the Ford Model T, introduced in 1908, revolutionized manufacturing with assembly line techniques, leading to unprecedented efficiency and low costs. This article traces the evolution of marketing through the product era, user era, competition era, and the modern era of openness and return to human values.
空手Lolo Loses Favor
Chengde Lolo, which holds 90% of the almond milk market, has seen declining sales for years as younger consumers turn away. Despite a 'Buddhist' management style and a focus on dividends over reinvestment, the company is now attempting to rejuvenate its brand with new products and marketing efforts.
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