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 121 of 196
Red Bull China Faces 'Life-or-Death Crisis'
After 20 years of partnership, the producer of Red Bull in China, Huabin Group, and its early partner, the Xu family, are locked in a trademark and operational dispute. The latest conflict centers on the company's business term, with Red Bull China claiming it is 50 years while its shareholders insist it has expired and the company should be liquidated.
郑娜Declining Giants and Rising IP New Products: Who Is Reaping the Market Against the Trend?
A distributor who only handles mature products is not enough. Give you Master Kong's红烧牛肉面 or P&G's Rejoice, and under these big brands, distributors can generate volume without much effort. What truly showcases your ability is being given a new product. With a similar market starting point, how do you compare with other distributors? Conversely, a distributor skilled at launching new products must excel in strategy, management, execution, and competition, leading to more growth opportunities! In the past two to three years, with the popularity of animated series on TV and online video platforms, Peppa Pig has become the hottest anime IP, from the elderly to toddlers, the pink pig has entered countless households across China.
New DistributionDeep Dive | Big Brands Struggle with Precision, Small Brands with Scale: Where Is the Way Out?
Big brands face challenges in precision marketing, while small brands struggle to scale. The article explores the rise of small brands like Jiangxiaobai and Everlane, and suggests that brands should combine brand management with business strategy, pursuing personalization at the brand level and scale at the enterprise level.
马法洲 杨 鹏After Losing Major China Railway Contract, Tibet Water Resources Idles Over 70% of Capacity
Tibet 5100 glacier water, priced higher than Evian, once derived 90% of sales and 80% of revenue from railway channels. After losing the China Railway contract, its performance has been mediocre. Tibet Water Resources' 2018 interim report shows revenue of 447 million yuan, down 2% year-on-year, and sales volume of 59,200 tons, down 4%.
陈晓京Speculating on the Endgame of China's New Retail
We have already discussed the profound changes taking place in China's retail industry: for the first time, 'same products, same quality, same price online and offline' has become possible in China. When we extend the timeline to look at innovation, repetition, and the endgame of retail, one thing is unavoidable: regardless of 'new' or 'old,' retail is a competition in efficiency across the entire chain, as well as a competition for high-quality supply chain resources. China possesses unimaginable industrial chain technology, with nearly 70% of global production capacity for major consumer goods located in China. In the coming years, China has the opportunity to produce countless world-class consumer brands, but the prerequisite is that retail companies must approach, control, and even create the best supply chains.
李丰JDB, Wanglaoji Feud Shows Unified a Chance in Herbal Tea?
Unified's herbal tea product 'Xiancao Shuangshuang' has been renamed 'Xiancao Liangcha' to emphasize its herbal tea positioning. As Unified's performance declines, it sees an opportunity in the herbal tea market amid the JDB-Wanglaoji dispute, but experts doubt its potential due to market saturation and brand recognition challenges.
刘洋 叶静Thai Tiansi Ends Cooperation, Is 'China Red Bull' on the Brink?
Red Bull Vitamin Beverage Co., Ltd., the joint venture authorized by Thai Tiansi to produce Red Bull energy drinks in China, may face revocation and liquidation as its controlling shareholder Thai Tiansi has decided to end cooperation with Yan Bin due to loss of trust. The company's business term is set to expire on September 29, 2018, and Thai Tiansi has already found new partners.
李振兴Mid-Autumn Festival/National Day: A Complete Practical Guide to "Ground Promotion Exhibitions" (With Pictures and Actions)
This article provides a comprehensive guide to conducting "ground promotion exhibitions" (地推展销) during the Mid-Autumn Festival and National Day holidays. It covers pre-event preparation, six effective promotional formats, and a four-step follow-up process to maximize sales and brand awareness.
赵海永Can Coconut Palm Coconut Juice Achieve Transformation with Just Eye-Catching Ads?
The article discusses the marketing strategy of Coconut Palm coconut juice, a Chinese brand known for its controversial ads and packaging. Despite its strong product and distribution, the brand faces declining sales and needs to innovate to stay relevant in the competitive FMCG market.
文海军Mengniu's WeChat Business Products Prove Successful, Yili Follows Suit: Launches Two WeChat Business Products at Once!
The WeChat business channel is booming, and after Mengniu, Wahaha, Dali, Panpan, and others joined, Yili, a leading food company, has now entered the fray. Yili launched two solid beverages under the brand 'Xinshiji', targeting beauty and health, and has partnered with Victoria's Secret model He Sui as brand ambassador.
New DistributionHeavyweight | 2018 Analysis Report on Key Enterprises in China's Beer Industry
As a typical mass consumer goods industry, the beer industry's profitability ultimately depends on the emergence of an absolute leader. The evolution of China's beer industry can be divided into two stages: the Spring and Autumn period before 2005 and the Warring States period after, with each further subdivided. This report analyzes the strategies and market positions of major players including China Resources Snow, AB InBev, Tsingtao, Yanjing, and Carlsberg.
杨勇胜、李晓峥Marketing Technology: A New Growth Engine Every CMO Should Value
The fundamental challenge facing enterprises today is sluggish growth. While rapid technological iteration and market volatility provide fertile ground for innovation, the dividends from pure internet or digital technologies are diminishing. The new growth point may lie in marketing, the closest function to the market and users. In recent years, the MarTech trend has swept the globe, with Scott Brinker's latest marketing technology super-ecosystem map listing nearly a third more mainstream marketing technologies, reaching 6,829—more than the total from 2011 to 2016 combined. In contrast to the U.S. market's 6,000+ offerings, China has only about 100 marketing technology providers, indicating that MarTech is still in its infancy there.
学院君Heavyweight | Mengniu Goes Deeper into WeChat Business: After Manran, Another New Product is About to Launch!
According to New Distribution, Mengniu will launch a new product called 'Ningchun Collagen Peptide Crystal Extract' today, following its WeChat business product 'Manran Fiber Milkshake Milk'. The product targets women and office workers, claiming to inhibit glycation and provide anti-aging benefits. It will be sold through a one-on-one WeChat business model.
New DistributionChina's Beverage Consumption Races into the Second Half
In the rapidly approaching second half of beverage consumption, industrial beverages are being overtaken by a growing number of larger Chinese-style beverage chain brands. The threat of substitutes in the beverage industry has never been as huge and real as it is today.
史贤龙In the Digital Era, Should Brands Still Do Deep Distribution?
Despite rising costs and the rise of B2B platforms, deep distribution remains essential for brands to compete at the retail level. The future lies in collaborative models where brands partner with new types of distributors, such as individual entrepreneurs, marketing distributors, or regional self-operated B2B platforms, leveraging digital tools for efficiency.
袁来Transform or Die: The Ultimate Outcome of Transformation!
If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade? In the mobile internet era, victory is no longer determined by 'combat power' but by 'strategic dimension,' where you can win without fighting.
蒋军Beverage Market: Functional Drinks Become a Potential Stock
In mid-August, Coca-Cola announced its investment in functional beverage brand BodyArmor, further expanding its functional drink portfolio. In China, the functional beverage market is entering a golden period, with retail sales exceeding 40 billion yuan in 2017 and expected to surpass 45 billion yuan in 2018, attracting numerous players and intensifying competition.
中工网Can Shared Sales Representatives Replace Distributor Sales Reps as a Tool for Brands to Achieve Deep Distribution?
Since 2014, almost all FMCG B2B matching platforms have entered the market with shared sales as a key strategy, but most have not performed well, with few success stories. The reasons for failure are simple: either they directly conflict with frontline brand sales reps, making it nearly impossible to replace them, or they target non-first-tier brands or distributors, leading to conflicts with regional distributor sales reps and ultimately burning money on traffic.
杜建芳Taking on Red Bull: What Is Yili, the "Jack-of-All-Trades," Up To?
For Huanxingyuan, a functional beverage launched just months ago, competition from incumbents like Red Bull and Lehu is not to be underestimated. Your "stay-up-late神器" might need an upgrade. When it comes to functional drinks, Red Bull is the first brand that comes to mind, holding half of the domestic market. Unfortunately, its internal strife over trademark disputes has attracted new players. Four months ago, dairy giant Yili also set its sights on functional beverages, launching the energy drink Huanxingyuan, with the latest official word that "market feedback is currently positive." This is just a small step in Yili's broader cross-industry expansion.
何己派The Secrets of New Marketing
The world has changed. If new marketing, which began in the internet era, initially focused on promotion, then in the mobile internet era, especially after the integration of mobile payments, it has completed a closed loop from promotion to sales. New marketing based on communities and social sharing is increasingly showing its significant differences from PC internet-era models and first-generation website and app e-commerce. The rapid success of Meituan, Pinduoduo, and Didi, as well as the popularity of VIPKID, Luckin Coffee, and ofo, with occasional failures, demonstrates that the new marketing model, based on the actual operations of these brands, is increasingly revealing its successful path and patterns.
俞 雷Wahaha to Sell Baijiu Business? Years of Diversification Efforts Have Repeatedly Failed
Recently, there were reports that Wahaha has completely exited the baijiu market by selling its Lingjiang Guojiu brand to Hebei Hualin Group. On September 12, Wahaha explained to Green Squirrel that only the production side was changed, and Wahaha still operates the brand and sales. Industry insiders point out that Wahaha lacks experience in baijiu, making it difficult to break through in the short term, and with declining performance, selling off the loss-making asset is understandable.
王子扬Bold | Black Bull Launches Multiple Heavyweight New Products, Strongly Leading the Grain Blending Field!
According to a 2017 AC Nielsen survey, three-quarters of Chinese respondents said they are willing to pay a higher price for healthy food, with labels such as 'pure natural, no artificial flavors, non-GMO'. The retail sales of China's natural healthy food industry grew from RMB 68 billion in 2013 to RMB 103.1 billion in 2017, with a CAGR of 11.0%, and are expected to reach RMB 183.9 billion by 2022.
New DistributionPepsiCo Sells Sparkling Water: Is the Beverage Industry Battlefield About to Change?
The era of rapid growth for carbonated soft drinks is over. PepsiCo's acquisition of SodaStream signals a shift toward other beverage categories as consumers move away from sugary sodas. The beverage industry battlefield has changed, with sparkling water emerging as a new favorite.
New Distribution7 Minutes to Master 120 Years of Marketing Evolution: Let's All Play Guru
To quickly grasp the history of marketing, start with one person: Philip Kotler, the father of modern marketing. Understanding the evolution of his marketing thought gives you a clear framework for all marketing theories and methodologies. Modern marketing began with Kotler's first edition of "Marketing Management" in 1967, which integrated traditional concepts like market research, advertising, and selling into a new, innovative science.
苗庆显