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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 117 of 196
The Second Half for Marketers
Despite the prevailing gloom, the author firmly believes that the golden age of China's marketing industry is approaching. As the Chinese economy transitions from filling market gaps to building brands, marketing will become crucial, and Chinese marketers are poised to lead the next global marketing system.
杨不坏In-Depth: From Alibaba's Heavy Investment in Ubox, Why Tencent Lost the Battle for the 'Water, Electricity, and Coal' of New Retail
After the unmanned retail trend faded, Ubox accepted Alibaba's olive branch. With a massive 1.2 billion yuan investment, Alibaba injected a strong boost into Ubox. This article explores why Ubox partnered with Alibaba, the current state of the unmanned retail industry, and who will prevail in the underlying infrastructure competition between Alibaba and Tencent.
新经销刘少德Cross-Industry Marketing: What Exactly Are We Crossing?
Young people now dominate the domestic consumer market, prompting brands to resort to cross-industry marketing to capture attention. However, successful cross-industry collaboration requires aligning with core brand objectives, not just creating buzz, as illustrated by four types of cross-industry marketing: brand, user, scenario, and product benefit.
西蒙书生What You Know About WeChat Business Might All Be Wrong: Understanding WeChat Business Here
To understand WeChat business, we must start with the entire business ecosystem. The logic of traditional offline 'store commerce' (Wanda, Suning) and PC-era 'e-commerce' (Taobao, JD) is the same: no foot traffic for stores, no traffic for e-commerce, both are water without a source. The essence of WeChat business is turning people into touchpoints, reducing distribution channels, and turning Moments into a touchpoint between people to sell products. Its advantage lies in its 'self-expanding' incentive mechanism, but this is also its biggest weakness, as it can easily cross boundaries and lead to illegal activities. The future of WeChat business lies in models like Yunji, which provide centralized procurement and platform support, potentially becoming the fourth pole of Chinese e-commerce.
刘润Three Criteria to Determine a Good Product
Marketing begins before production! Instead of producing a product and then figuring out how to market it, you should design a product that sells well before production. Only by truly understanding this can you plan products effectively. This article proposes three criteria for a good product: visible, perceptible, and provable.
王宏君Chinese Consumers Have Completely Changed
Chinese consumers have fundamentally changed, driven by shifts across seven dimensions including age, education, income, housing prices, consumption attitudes, consumer confidence, and urban generational differences. These changes, combined with economic transitions, have made it impossible to appeal to consumers with a one-size-fits-all approach, as evidenced by data from Vipshop showing rational spending and the rise of domestic brands.
沈帅波Internal and External Woes: Beverage Industry Growth Slips to Single Digits, a Storm Is Coming!
As the market views the beverage industry as a stable investment, the author argues that a storm of intensified competition is imminent. With industry growth slowing to single digits, major players are shifting from focusing on their existing subcategories to engaging in 'all-out war' across all subcategories, and with multinational giants also showing strong intent, the soft drink industry will face unprecedented competition.
詹艾伦、王潇翔Red Bull Dispute: Who Tampered with the License Contract?
The Red Bull dispute involves not only the future of the brand but also past profits. In the conflict between the Xu family and Yan Bin over the Chinese market, Yan Bin built a separate business empire under Huabin Group, including factories and sales companies, which the Xu family claims never had authorization to use the Red Bull trademark. The two sides present conflicting versions of the trademark license contract, leading to a new 'Rashomon' of authorization.
李诗琪Inventory: Are Major Brands Accelerating Their Layout in Unmanned Retail, a Prediction of the Market or a Defense of Their Brands?
According to Kantar Retail, when per capita GDP reaches $10,000, consumer demand for vending machines will explode. AC Nielsen also predicts that in the coming years, the Chinese market will add 50,000 to 100,000 vending machines annually, and 350 million people in coastal cities will use them regularly. A research report by China Investment Securities last October showed that the number of vending machines in China grew from 62,000 in 2006 to about 200,000 in 2016. If the growth rate of vending machine ownership in China is 25% from 2017 to 2020, the number is expected to reach 1.54 million by 2020, with a market space of 51 billion yuan from 2017 to 2020. Among these, the rapid development of brand-specific vending machines by FMCG brands has provided strong impetus for the industry's explosion.
张卓China's Condiment Industry Total Revenue Expected to Exceed 400 Billion Yuan in Three Years | Industry
In 2010, the annual revenue of China's condiment industry was only 150.6 billion yuan, but by 2017, it had reached 332.21 billion yuan, a 2.2-fold increase in just a few years. This growth data, along with the increase in catering industry revenue, shows that the condiment market is a visible, continuously growing market. As the most traditional FMCG industry, the condiment sector has been slow to embrace e-commerce, with Kantar China data showing that online shopping accounts for less than 5% of condiment purchases in any province, city, or district.
New DistributionThe Predicament of "Traditional" Marketing "Veterans"!
Marketing personnel form a vast force in the FMCG industry, with the backbone being veterans with years of experience. Facing the rapidly changing industry landscape, these veterans feel increasing pressure and confusion about the future, manifested in six aspects: difficulty in maintaining performance, difficulty in transformation, difficulty in changing careers, difficulty in entrepreneurship, difficulty in balancing family and work, and difficulty in career development.
戈军珍Deep Distribution Fails, Advertising Ineffective: How Can Brand Owners Build a New Marketing Operations System in the Post-Deep Distribution Era?
The Chinese market is vast and deep. Before the internet, brand owners used a model of large single products, mass production, extensive channels, and retail to reach consumers. However, as market growth slows and consumer behavior changes, the traditional deep distribution model is failing, prompting the need for a new marketing system that combines deep distribution with precision distribution.
赵波IDG Capital's Yan Yisheng in Conversation with Jiangxiaobai's Tao Shiquan: A Toast to Youth?
As a disruptor in the baijiu industry, Jiangxiaobai spent nearly seven years exploring and secured half a ticket to becoming a national brand—covering about 50% of urban markets—and reached the scale of a national brand. In fact, it took just over a year to expand from Chongqing to the national market. In this dialogue with founder Tao Shiquan, we discuss new brands, category rejuvenation, consumption upgrading, user value, going global, marketing, and brand building.
IDG君Yanjing Beer Loses Its Grip on the BBQ Scene
2013 was the peak year for Yanjing Beer, with revenue of 13.7 billion yuan and net profit of 680 million yuan. Since then, performance has declined, and Yanjing now lags significantly behind the top three. In 2012, a long-rumored 'romance' in the beer industry surfaced, but Yanjing's potential acquisition of Kingway fell through, marking a turning point.
有趣有料的Why Will Giants Gradually Eliminate Marketing Departments?
As social media companies become the new marketing firms, traditional marketing companies and departments face an uncertain future. In the digital marketing era, the traditional marketing funnel theory is losing effectiveness, and the explosion of social media has turned every consumer into both a touchpoint and a communication node, shifting market power to consumers.
米尔顿·科特勒Chinese Dairy Giants Enter Southeast Asia to Open a Second Battlefield: How Are Mengniu and Yili Performing?
With the saturation of the domestic dairy market, Chinese dairy giants are turning their attention to Southeast Asia, a region with a large population and strong dairy consumption. On November 29, Yili announced the acquisition of Thailand's largest ice cream company, while Mengniu opened its first factory in Southeast Asia, intensifying their presence in the region.
栾立What Key Work Points Should a Regional Manager Include in Their 19-Year Marketing Plan?
Regional managers are the backbone of a company's sales team and play a crucial role in achieving sales targets. A well-crafted annual marketing plan is essential for their success, as it guides their daily work. This article outlines the four main lines of a regional annual marketing plan and the key contents it must include.
戈军珍Deep Distribution: Why It Became the Best Chinese Marketing Practice of the Past Fifteen Years
Deep distribution, as the best Chinese marketing practice in the FMCG industry over the past fifteen years, is a fact. Its essence, according to Shi Wei, is 'staying close to customers,' which in practice meant 'staying close to terminals' because terminals are close to customers. This article explains the logic behind this phenomenon, emphasizing the 'trinity' of cognition, transaction, and relationship at the terminal level, and why it has been so effective in China.
刘春雄Bestore Dianjia: Full-Chain Service Products Open Up
On November 28, at the 2018 Brand Partner Conference themed 'Smart Retail, Linking the Future', Bestore Dianjia, under Best Group, announced its strategy to open up full-chain service products, leveraging digitalization, AI algorithms, and solutions to collaborate with brand enterprises in supply chain coordination and IT sharing services.
New DistributionUnder Pressure from All Sides, Budweiser Tests Unmanned Retail Channels
As the beer industry moves toward consumption upgrades, Budweiser aims to attract young consumers through technology and expand market share by introducing unmanned beer concept stores and new category management methods.
刘一博 许伟Marketers, It's Time to Pay Attention to WeChat Business!
Although WeChat business (Weishang) has been around for six years and its 'bonus' period may seem over, this is precisely the turning point where it becomes a significant marketing channel. The industry is cleaning up, and with its inherent advantages, it offers a new, efficient model for promotion and sales.
小马宋For the Current Chinese Dairy Industry, Yili and Mengniu Executives Give Different 'Scores'
Chinese dairy industry leaders have differing views on its current development level. Mengniu Group President Lu Minfang predicts a 'golden decade' ahead, while Yili Group Vice President Zhang Yipeng gives a cautious score of 60 out of 100, citing ongoing challenges.
食悟团队From Products to Scenarios: What Do Three Squirrels, Master Gao, and Kaola Select Have in Common?
Today, Alibaba Group CEO Daniel Zhang announced an organizational upgrade, upgrading Tmall Supermarket to 'Big Tmall' to drive brand digital transformation and new retail. New Distribution believes this reflects a deeper shift from products to consumption scenarios, as exemplified by Three Squirrels' offline stores, Master Gao's craft beer, and community group buying platforms like Kaola Select.
New Distribution2019 Food & Beverage Industry Predictions: Which Trends Should Brands and Distributors Pay Attention To?
With 2018 drawing to a close, market research firms are releasing their 2019 industry trend forecasts. Mintel and Innova Market Insights have each published their top trends for the food industry, while New Nutrition Business, Whole Foods Market, and The Kroger Co. have also weighed in on the future of food and beverage.
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