NEW DISTRIBUTION RESEARCH TOPIC
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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 122 of 196
How FMCG Companies Operate Short-Term Products for a 'One-Shot' Deal
Short-term products are so named because of their short characteristics: short product life cycle, short promotion period, short channel length, and so on. However, once a short-term product is hyped up, its advantages become obvious: it can quickly increase distribution and coverage, effectively attack competitors, and make a quick profit in the short term. Therefore, flexibly applying the marketing 4P strategy to guide the operation of short-term products has significant practical relevance.
清风明月夜Yanjing Beer in Trouble
A decade ago, the Olympic flame entered Yanjing Beer Group in Shunyi, Beijing, where Li Fucheng carried the torch with passion. As a sponsor of the Beijing Olympics, Yanjing showcased a prestigious national brand. However, Yanjing Beer has lost its former glory, with weak performance and falling stock prices, gradually being edged out of the first tier by China Resources, Tsingtao, and Budweiser.
德林社德小财Behind the Rosy Performance of Beer Companies: Not Main Business but Subsidies
It seems that many beer companies rely on subsidies and financing to "get by." Recently, several beer companies have released impressive interim results. However, behind the rosy performance reports across the beer market, there is no substantial profit growth to support them. For example, the non-recurring gains and losses net profit of Guangzhou Zhujiang Brewery Group Co., Ltd. (hereinafter referred to as "Zhujiang Brewery") basically comes from government subsidies and investment income, with the main business accounting for a relatively small proportion. Industry insiders point out that the overall performance of the beer industry is improving, but the amount of subsidies behind it is relatively high. Some local governments subsidize beer companies in various ways to support them. However, a balance should be maintained between the "hematopoietic" ability of enterprise development and policy "blood transfusion" support, and the primary and secondary roles should not be reversed.
刘一博 许伟Are There New Opportunities in the Premium Bottled Water Market?
This article, republished with permission from FoodPlus (WeChat ID: FoodPlusHub), examines the growing premium bottled water market in China. It highlights recent market activities, key players, and the factors driving growth, while analyzing the business model and potential opportunities in this segment.
FoodPlus海枫To Do or Not to Do: Where Exactly Are the Boundaries of FMCG B2B?
After years of development, FMCG B2B has entered the deep waters of industry evolution, accompanied by shifts in practitioners' self-perception and positioning. From initially reducing intermediaries and replacing traditional distributors, to some platforms quietly exiting due to various issues, and then to serving the entire circulation chain and empowering the supply chain, these changing roles prompt us to consider where B2B should stand in the FMCG distribution chain and what its capability boundaries are.
赵波 刘少德News Flash | "Red Can Packaging Case" Final Verdict: JDB Finally Wins! New National Standard for Infant Formula Draft Released with 4 Major Changes, Affecting 100 Billion Yuan Milk Powder Market...
1. The "Red Can Packaging Case" has been settled: The Supreme People's Court rejected GPHL's retrial application, confirming JDB's victory. 2. The new national standard for infant formula has been released for comments, with four major changes that will impact the 100 billion yuan market.
New DistributionChainpin Xu Weili: Regional Lean Operations Drive Efficiency Gains
This article is a transcript of Chainpin founder Xu Weili's presentation on "Regional Lean Operations Drive Efficiency Gains" at the FDIC 2018 China FMCG Digital Innovation Conference, edited by New Distribution. Xu shares how Chainpin improved operational efficiency through lean management and a shift to an S2B2C model.
徐伟力Tsingtao Brewery Li Xuran: Product Innovation in the Context of Personalized Consumption
This article is a transcript of Mr. Li Xuran's presentation on "Product Innovation in the Context of Personalized Consumption" at the FDIC 2018 China FMCG Digital Innovation Conference, edited by New Distribution. He discusses macro trends, consumer shifts, and Tsingtao's product innovation strategies including customization services and new beer categories.
李续冉Coca-Cola Acquires Costa: To Rival Nestlé or to Secure a Way Out?
Coca-Cola has agreed to acquire Costa Coffee from Whitbread PLC for £3.9 billion (about $5.1 billion), marking its entry into the hot beverage market. The move comes as Coca-Cola faces declining carbonated soft drink sales and aims to diversify its portfolio, following Nestlé's $7.15 billion deal for Starbucks' retail business.
New DistributionSenior Data Marketing Expert Wang Zeyun: What User Personas Teach Us
The following is a transcript of a presentation by renowned data marketing expert, best-selling author, and Ogilvy Group Data Marketing Director Wang Zeyun at the FDIC 2018 China FMCG Digital Innovation Conference, edited by New Distribution. She discusses why ineffective marketing occurs, which consumer data is most useful for improving marketing efficiency, and how to find target users.
王泽蕴Why Do Traditional Brands Lose to Underdog Companies in WeChat Business?
In recent years, WeChat business performance rankings often surface in moments, with listed companies' sales easily exceeding 1 billion yuan, and those below this figure are embarrassed to show their faces. The miracle creators are mostly underdog companies you've never heard of, just emerging recently (using 'underdog' here without any offense), while well-known traditional enterprises rarely make the list. Of course, there are also excellent offline-performing companies and brands entering WeChat business, such as Liby, Hanshu, and Hanhoo, which have entered the WeChat business field...
张兵武News Flash | Suntory Makes a Move, Another Company Enters Functional Beverages! Yili Shares Plunge After Interim Report; Huiyuan Juice Continues Suspension, Interim Report Delayed...
Suntory's Lucozade Sport partners with Skipping Rocks Lab to launch edible Ooho packaging for sports drinks. Yili's shares fell sharply after its interim report showed high marketing expenses. Moutai prices have dropped, Huiyuan Juice remains suspended, and JD.com launches a global wine alliance.
New DistributionIs New Retail a Nightmare for Brand Owners? Yes, Retailers and Brand Owners Are Naturally Hedged
This article warns that new retail models, through vertical integration, user privatization, and C2F logic, may marginalize brand owners by shifting value to retailers or platforms. It argues that while new retail can be a nightmare, brand owners can counter by adopting new marketing strategies to connect directly with consumers.
刘春雄In the Era of Industrial Internet, How Can B2B Truly Empower FMCG Brands?
Dr. Rui Yun points out that retail has entered a new era, where the core of all retail revolutions is efficiency, specifically improving brand operational efficiency and consumer lifestyle efficiency. B2B is the winning weapon to connect factories to endpoints in the new maritime era of FMCG.
芮赟How Can Small and Medium FMCG Enterprises Break Through? Two Words: Imitation!
When it comes to imitation, people naturally think of the highly recognizable and notorious term 'shanzhai'. In fact, 'shanzhai' is not always unforgivable. Of course, the imitation discussed here is not the malicious plagiarism of simply changing one word. For small and medium FMCG enterprises, imitating a large category is often much more reliable than innovating a small category. Large categories have large markets, with existing markets and consumer groups; as long as small enterprises have the right strategy and persist, they can certainly succeed. While small categories have opportunities, they require long-term cultivation, high risk, and low success rates for small enterprises.
蒋军Red Bull's Trademark Battle in 2018: China's Functional Beverage Market Data Has Changed
The functional beverage market is growing rapidly, exceeding 40 billion yuan in 2017. From 2011 to 2017, the compound annual growth rate of retail sales reached 17.1%, and by the end of 2017, retail sales hit 41.52 billion yuan, a year-on-year increase of 10.57%. However, Red Bull's trademark dispute has led to a decline in its market share from 63% to 58%.
前瞻产业研究院Deep Marketing: Open One Market at a Time, Work One Township at a Time, Run One Event at a Time!
There is a model that has been successfully marketed in China for nearly 20 years, and companies that execute it well essentially have no rivals. This is the deep marketing model, which is particularly suited to China's market conditions: first, the urban-rural and regional differences are large, the population is dense, and the market has many levels, with relatively asymmetric consumer information and highly fragmented channels, so no brand can unify the market by planting its flag from first-tier directly into third- and fourth-tier markets. Second, the population is very dense, market integration is poor, but regional market consumption density is relatively high, making it ideal to first dominate a region and then expand progressively.
New DistributionCOFCO Packaging Chairman Zhang Xin: Starting March This Year, We Won't Make a Single Can for JDB!
At a mid-year results meeting in Hong Kong, COFCO Packaging Chairman Zhang Xin announced that the company had stopped supplying cans to JDB from March this year, following a dispute over an equity investment. The move comes amid ongoing arbitration between the two companies and JDB's denial of financial data disclosed by Zhonghong Holdings.
New DistributionNestlé Launches 'Acti-V' New Product, Targeting China's Ambient Yogurt Market!
Ambient yogurt, a hot category in recent years, is favored by consumers. In terms of industry landscape, ambient yogurt is a major business for China's top three dairy companies (Bright Dairy, Yili, and Mengniu), and competition is fierce. However, the 'three-way battle' may soon be broken, because Nestlé is here! The development of ambient yogurt: As a nutritious and healthy food, yogurt accounts for over 50% of the liquid milk market in some developed countries and regions. (Data source: China Business Intelligence Network) In recent years, with the enhancement of Chinese residents' health awareness, dairy...
New DistributionThe 'Nine Swords of Solitude' for Digital Transformation of FMCG Brands
Ren Xiaodong believes that FMCG brands currently face the problem of old products not selling and new products not moving, the essence of which is that brands solve problems with a 'grabbing red envelopes' mindset rather than a 'giving red envelopes' mindset. The solution lies in refining existing stock, expanding increment, and redefining product portfolios, while firmly grasping traffic, aggregating multi-channel resources, and achieving the integration of three networks: e-commerce, human, and ground networks. This content is from the speech delivered by Ren Xiaodong, Secretary-General of the E-Commerce Association's FMCG Branch and partner of New Distribution, at the 'Brand Innovation Growth Forum' on the afternoon of the 22nd at the FDIC 2018 China FMCG Digital Innovation Conference.
任小东After 3 Years of R&D, Creating 8 Industry Firsts, This Liquor Aims to Be the No.1 Happy Baijiu Brand. What Do You Think?
This article introduces the new baijiu brand 'Wei Xiaozui' (唯小醉), which after three years of development claims eight industry firsts. It positions itself as the 'Happy Baijiu No.1 Brand' by leveraging the ultimate value of joy in the baijiu industry and the 'small drunk' culture. The brand employs entertainment marketing with eight interactive features including QR code red packets, social text and image sharing, Douyin influencer collaboration, free doodling, drinking games, and physical bottle combinations.
New DistributionWang Jinghua, Founder of Miduo Big Data: The Underlying Logic Behind 10x Growth for FMCG Brands in the DT Era!
This article is a transcript of Wang Jinghua's speech at the FDIC 2018 China FMCG Digital Innovation Conference, where he discusses the underlying logic behind 10x growth for FMCG brands in the DT era. He emphasizes the shift from product-centric to user-centric approaches, the importance of user data asset privatization, and the role of One Product One Code in building user account systems.
首席增长官A Detailed 5,000-Word History of the Seven Major Beverage Categories in China
According to the current 'General Rules for Beverages', beverages in China are classified into eleven categories, including packaged drinking water, fruit and vegetable juices, protein beverages, carbonated beverages, special purpose beverages, flavored beverages, tea beverages, coffee beverages, plant beverages, solid beverages, and others. Over the past 40 years, each category has left a profound mark on the industry, weaving a magnificent chapter in China's beverage history.
叶开心Can New Retail Save a Traditional Manufacturer?
The marketing situation for manufacturers is dire, with few exceptions. Many bosses are unaware of their brand's WeChat Index, and industry conferences are dominated by New Retail topics. However, New Retail alone cannot save manufacturers; they need New Marketing to gain independent traffic and avoid being at the mercy of retail platforms.
刘春雄