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 118 of 196
Why Do World-Renowned Companies Like Coca-Cola Continue to Invest Heavily in Advertising?
Every day we make hundreds of choices, some important and some trivial, often driven by intuition rather than rational analysis. Research shows that over 90% of decisions are made intuitively, and successful marketing leverages this by guiding consumers to choose a brand without conscious thought. This article explores psychological principles such as the exposure effect, anchoring, and confirmation bias to explain why familiar brands keep advertising, why new products often fail, and why certain pricing and marketing strategies work.
寻空的营销启示录News | Qian Dama Enters Community Group Buying; Yili Holds Interim Board Meeting; Vietnamese Coffee Brand G7 Enters China...
Qian Dama, a community fresh food convenience store chain with over a thousand stores, has launched a mini-program to enter the community group buying market, currently in testing phase. Yili held an interim board meeting to approve its fifth employee stock ownership plan, while Vietnamese coffee brand G7 (Trung Nguyen) is testing the Chinese market with its premium sub-brand.
New DistributionWho Touched Zong Qinghou's Nutri-Express?
Zong Qinghou, chairman of Hangzhou Wahaha Group, returned to Weibo after two years to question his daughter about the limited-edition packaging of Nutri-Express, a product that has sold over 120 billion yuan cumulatively. The new packaging, launched by Zong Fuli's brand公关 department, will be available on December 1st at Habao Amusement Park.
New DistributionIn-depth Report | Insights into the Snack Food Industry: Beyond 'New Retail', What Other Trends Are Emerging?
In the medium to long term, the snack food industry is expanding offline and embracing new retail as a major trend. In the short to medium term, online competition is intensifying with price wars among leading players. Since its proposal in 2016, new retail has developed rapidly but is still in its early stages.
国海证券Why Is Bright Dairy Struggling?
A recent article titled "Save Bright Dairy" has gone viral among Shanghai residents, who grew up with the brand. Despite being a market leader in 2002, Bright Dairy's market value has fallen to just 9.7 billion yuan, a fraction of Yili's, due to its slow response to the shift to UHT milk and lack of aggressive marketing.
DT君Bosideng, Liangpin Shop, and Chivaso Double Their Double 11 Sales; Feihe Milk Powder's Breakthrough of 10 Billion Yuan Has a Common Teammate Behind It
Feihe, the top domestic infant formula brand, recently held a strategic cooperation launch event with Focus Media, China's largest elevator media, in Beijing. Since their strategic cooperation in 2017, Focus Media has provided Feihe with more effective communication channels to reach target consumers. Earlier this month, Feihe achieved its 10 billion yuan revenue target ahead of schedule, becoming the first company in China's infant formula history to surpass 10 billion yuan. Feihe's chairman, Leng Youbin, stated that the continued strategic cooperation with Focus Media is mainly due to Focus Media's strong brand ignition power.
乐天News | Jinmailang Denies Rumors of Suspending Sales in Beijing; Budweiser Launches First Unmanned Beer Concept Store; Community Group Buying Financing Frequently; Lei Jun and Dong Mingzhu's 10 Billion Bet Final Sprint...
Today's top stories: Jinmailang denies reports of suspending sales in Beijing, stating that business adjustments do not affect product availability. Budweiser introduces the industry's first unmanned beer concept store. Community group buying platforms secure significant funding, including a record $108 million round for Xiaoqule. Additionally, Laoganma reiterates its stance against going public, and major food companies release Q3 earnings.
New DistributionZhengzhou Swire Coca-Cola Officially Launches on Alibaba Retail Link, Data Empowerment to Jointly Expand Market Growth
Coca-Cola has been at the forefront of channel digitalization among brand owners. In June, it formed a strategic partnership with JD New Route, and on November 19, Zhengzhou Swire Coca-Cola held a launch ceremony with Alibaba Retail Link. The two parties will cooperate in channel construction, outlet expansion, precision marketing, and outlet profiling, driving market growth in Henan.
新经销刘少德Beer Business Model: A Game Theory Perspective in FMCG
The beer industry, with its long supply chain and complex channel and terminal systems, exemplifies game theory in the consumer goods sector through interactions among producers, distributors, and terminals. This article analyzes the beer business model from three dimensions: regional market structure, price band structure, and channel structure, highlighting the importance of profit pool markets, the trend of premiumization, and the bargaining power dynamics in distribution channels.
New DistributionOffline Marketers (Distribution) vs Online Marketers (Traffic): Which Space Do You Live In?
During a recent visit to Guiyang Cigarette Factory, a discussion with Mr. Liu Chunxiong on new marketing and new retail sparked a topic: can current FMCG marketers be categorized, and what are the characteristics of each type? Twenty years ago, Sales and Market magazine reported that China had 80 million marketers, though this is a broad term. Over 30 years, Chinese marketing has evolved through stages from production-led to channel-led, creating various schools of thought. The key factors influencing demand are geographic and virtual spaces, leading to a split between offline and online marketing worlds, each with its own practitioners and languages. Recently, as online dividends fade, there is a trend toward integration and hybrid talents, such as those using communities that bridge online and offline.
方刚JD Supermarket 'Breaks Through Channel Ceiling' to Help Brands Achieve Digital Distribution
The national shopping festival 11.11 has come to an end. Among the various platforms and companies releasing their results, one set of data caught our attention: JD Supermarket's final report showed that from November 1 to November 11, it sold over 280 million items. Note, this is not 280 million yuan, but 280 million items. It's worth noting that JD Supermarket was only established a few years ago, and now it has become the largest supermarket in China both online and offline. It is reported that in 2017, JD Supermarket's transaction volume exceeded 100 billion yuan. In the past three years, it has maintained an average compound growth rate of 80%.
袁来Focus Media Ignites 300 Million Mainstream Consumers, Helping Feihe Milk Powder Become the First Chinese Brand to Exceed 10 Billion Yuan in Annual Sales
On November 15, Feihe Milk Powder and Focus Media held a strategic cooperation conference, where Feihe Chairman Leng Youbin announced the early completion of the annual revenue target of 10 billion yuan, making it the first Chinese infant formula company to break the 10 billion yuan mark. (From left: Xiao Mingchao, Jiang Nanchun, Leng Youbin) After 56 years of deep cultivation in the infant formula field, Feihe has successfully made a comeback, allowing more Chinese babies to enjoy formula suited to their needs, and giving domestic milk powder brands a sense of pride, changing the pattern where foreign brands dominated. With the rise of Feihe, its brand promoter Focus Media has also been pushed into the spotlight.
New DistributionTsingtao Brewery's 'Internet' Journey During Double 11
213.5 billion yuan! That's the scorecard for Tmall's Double 11 in 2018. Beyond marveling at the robust growth potential of China's consumer market after nearly a decade of rapid development, the active participation of brands has also fueled the event's prosperity. Tsingtao Brewery is one of millions of merchants on Double 11. This year, Tsingtao's single-day sales hit a new record, up 60% year-on-year, seven times its sales on June 18, and within just 10 hours of the event, it had already matched its full-day sales for Double 11 in 2017.
新经销刘少德Brand Aging and Low Sales: How Want Want and Liushen Florida Water Turned It Around
Shanren Xing, a media outlet focused on SME growth, discusses how traditional Chinese brands like Laoganma, Want Want, and Liushen have used cross-industry marketing to rejuvenate their images and boost sales. The article suggests that SMEs should learn from these strategies by creating buzz, continuously adding value, and maintaining brand relevance through product extensions.
单仁What Does Marvel's Venom Have to Do with Your Community Marketing? | Community Is a Standard Configuration for Business Operations
Original by Ren Xiaodong | Rubik's Cloud Sales, 2018 Article #6: The Logic of Communities in Cloud Marketing Models. The first principle of community marketing is a symbiotic, mutual-following relationship, not one of exploitation. Community marketing is a standard configuration for business operations, applied across the entire network (heaven, earth, human, and electronic channels).
任小东The Current Situation of Small-Town Youth under Consumption Upgrade: They Love Buying Cartoon Drinks and Snacks, with Both Money and Time
The movie 'Ex-Files 3: The Return of the Exes' grossed nearly 2 billion yuan at the box office, with about half contributed by young audiences from third- and fourth-tier cities. This highlights the growing consumption power of small-town youth, who are increasingly becoming a key market force.
若琛Farewell to 'Marketing Myopia': Every Day is Double 11!
Modern marketing has evolved to Marketing 4.0, driven by values, interaction, big data, and communities, yet most companies still rely on intuition and assumptions. This article argues that many businesses suffer from 'marketing myopia,' mistaking sales channels and promotions for true marketing, and emphasizes that genuine marketing, focused on customer needs, is the key to sustainable growth.
苗庆显IP Is Not a Panacea | Brand Operation Methodology: From Building IP to Becoming CP
With the rise of Taobao platform, a large number of new brands emerged, such as Handu Yishe, Three Squirrels, Linshi Furniture, Mofashi Jia, Inman, Liebo, etc. They are called Taobao brands. With the rise of WeChat platform, another batch of new brands emerged, such as Luojisiwei, DaV Store, Heytea, Luckin Coffee, and Zhiguan. I call them WeChat brands. Of course, there are also a large number of WeChat business brands. When I say WeChat brands, I do not mean brands that are sold entirely on WeChat, but rather those that achieve user fission and growth through official accounts, Moments, and WeChat groups.
空手News Flash | "Monster" Beverage Launches New Products! Wahaha Signs Multi-Million Yuan Contract with Siemens; Uni-President Launches New "Street Snacks" IP Products; PepsiCo Launches Bubly Sparkling Water Machines...
Today's Headlines: 1. "Monster" renamed and launches new products. 2. Wahaha signs a multi-million yuan contract with Siemens. 3. Haoxiangni launches royal bird's nest soup. 4. Uni-President launches new IP products. 5. PepsiCo launches Bubly machines. Other news includes Nestle and Clariant partnership, Feihe's sales milestone, Huishan Dairy's extension request, Yili's credit application, Taobao refund rumor, and Yangyuan's new product.
New DistributionFrom Nongfu Spring's 'Natural Weakly Alkaline Water' Being Debunked to the Chaos of Water Marketing in China
The 'acid-base body constitution theory' has been widely used in China's bottled water market, with Nongfu Spring successfully leveraging the 'weakly alkaline water' concept to dominate the market. However, the theory was recently debunked in a US court ruling, and new national standards have banned such concept-based marketing, leading to a shift towards segmented waters for specific scenarios and consumers.
袁来Want Want China's 2018 Interim Results Released! Net Profit Up 7.1%, Revenue Growth Across All Three Major Product Categories
On November 13 (today) at noon, Want Want China announced that for the six months ended September 30, 2018, the company achieved revenue of RMB 9.248 billion (same unit below), a year-on-year increase of 3.2%; gross profit of RMB 4.117 billion, up 6.0% year-on-year; and profit attributable to equity holders of the company of RMB 1.364 billion, up 7.1% year-on-year. In the first half of fiscal year 2018, all channels and all three major product categories in mainland China saw revenue growth. The proportions of the three major product categories to total group revenue were: rice crackers and snacks combined accounted for 49.0%, and dairy and beverages accounted for 50.7%.
New Distribution100% Good Looks: The New Force in NFC Juice
In recent years, the food and beverage industry has seen slower growth due to various reasons, notably consumers' increasing health awareness and demand for healthy food. NFC juice, as a representative category of additive-free beverages, has seen its potential in the Chinese market gradually tapped. Among them, an innovative NFC juice brand has risen to the forefront of the industry, leading new trends in the NFC juice market.
New DistributionOn the Eve of the Double 11 Battle, We Surveyed These FMCG Brands' Online Stores and Found...
Tomorrow, November 11, consumers and manufacturers across industries will usher in a shopping frenzy, with many brands' Double 11 transaction volumes set to hit new highs. Behind these dazzling results lies careful planning. To achieve good results on Double 11, food companies are pulling out all the stops to attract consumers. New Distribution has reviewed some of the standout products from this year's Double 11, while also uncovering a shift in brand mentality and innovative approaches... Brand collaborations and 'customized' products have gone wild: Coca-Cola's tribute to Tmall's 10th anniversary...
New DistributionThe Second China New Marketing President Training Class Opens! - 3 Days of Practical Training, Learn and Apply Immediately!
The Second China New Marketing President Training Class is now enrolling. This three-day intensive training, taught by new marketing experts and entrepreneurs, covers user privatization, channel digitalization, and long-term growth. It promises immediate applicability and effectiveness, with a money-back guarantee if not satisfied.
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