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.
Related research and analysis
4701 articles · Page 123 of 196
Can Xiangpiaopiao Still Circle the Earth Several Times? The Helmsman Says: I Feel Wronged
Xiangpiaopiao, known for selling 1.2 billion cups a year and circling the earth four times, released its first earnings report after listing, showing revenue growth but a net loss of 54.586 million yuan. Chairman Jiang Jianqi expressed frustration that the market focused only on the net loss, not the revenue increase, as the company faces growth challenges after more than a decade.
郑淯心 可杨Liu Chunxiong: Brands focus on 'broadcasting' to reinforce memory; IP emphasizes 'transmission' for social sharing
Liu Chunxiong, a renowned marketing expert, argues that while traditional brand-driven marketing relies on 'broadcasting' to reinforce memory, the new IP-driven approach emphasizes 'transmission'—making people like you so much that they willingly share your message without payment. He explains how leveraging social media and community connections can maximize marketing efficiency in the digital age.
刘春雄Mengniu's Transformation: What Are the Odds for an Ambient Milk Giant Venturing into Pasteurized Milk?
Pasteurized milk is expected to become the main battlefield of China's dairy industry in the 'new decade.' As market competition intensifies, the dynamics between the two major liquid milk camps are subtly shifting. It is reported that profits for ordinary ambient milk have dropped to near 'dumping' levels, prompting dairy companies to focus on high-end markets and the rapidly growing pasteurized milk segment. Mengniu and Yili have repeatedly denied rumors of entering the pasteurized milk market, but in early this year, Mengniu quietly launched three fresh milk sub-brands in Hangzhou, officially entering the fray.
叶碧华 詹戈萌Former Beverage Giants Lose Their Luster as New Market Players Make Frequent Moves
The beverage market has undergone dramatic changes, with former giants like Huiyuan Juice and Xiangpiaopiao facing huge losses and market share erosion, while new brands and categories emerge. To survive, companies must adapt by innovating products and marketing strategies to meet evolving consumer preferences.
郝晓燕 陈芝Industry Leaders Gather: A Regional Distributor Development Alliance Event Just Beginning!
The FDIC2018 China FMCG Digital Innovation Conference, hosted by New Distribution and co-organized by the China E-Commerce Association FMCG Industry Branch, was held grandly at the Shanghai Baohua Marriott Hotel Conference Center from August 22 to 24. It attracted over a thousand distributors, manufacturers, and internet companies from across the country, with a full house and unprecedented scale. On the afternoon of August 22, four parallel forums were held: the New Distributor Forum, the Deconstructing New Marketing Forum, the Brand Innovation Growth Forum, and the Interpreting Regional Dominance Forum. The following content is an excerpt from the 'Interpreting Regional Dominance Forum' hosted by Zhongke Shangruan and New Distribution.
New DistributionLiu Chunxiong: New Marketing, Rebuilding Marketing Driving Force
At the FDIC 2018 China FMCG Digital Innovation Conference, marketing expert Liu Chunxiong shared his insights on new marketing, emphasizing the shift from traditional brand and channel driving forces to IP and community-driven approaches in the internet era.
刘春雄Jumi Intelligent's Zhu Zhentao: The Fate of "Vending Machine = Beverage Machine" Should Be Changed
The rise of new retail has facilitated talent flow between the tech and retail industries, leading to innovations like unmanned convenience stores, unmanned shelves, and unmanned retail cabinets. Among these, smart vending cabinets stand out with both significant market share and rapid growth, making them the most promising star product at present.
亿欧网Niu Enkun: Dispelling the Fog of Marketing
Niu Enkun, chairman of Liangjian Consulting and an expert in internet community marketing, shares insights from two years of studying new marketing cases, emphasizing the need to understand underlying logic and causal patterns to see through marketing illusions and achieve sustained success.
New DistributionIs COFCO's Kamchatka a Good Card in COFCO Coca-Cola's Hand?
On August 15, COFCO Coca-Cola Beverages Co., Ltd. announced the launch of its new premium bottled water 'COFCO Kamchatka' on JD.com, following its offline rollout a month earlier. The product, sourced from Russia's Kamchatka Island, targets the high-end water market, but faces challenges in brand recognition and market competition.
陈兴华 一鸣Why Do Traditional Brands Lose to Underdog Companies in WeChat Business?
This article explores why traditional brands often underperform compared to new, unknown 'underdog' companies in the WeChat business (micro-commerce) sector. It attributes this to factors such as traditional brands' need to balance existing channel relationships, regulatory caution, and lack of aggressive recruitment tactics, while highlighting the revolutionary advantages of micro-commerce itself, including low barriers, high efficiency, and its nature as a sharing economy.
张兵武Ten Practical Guides for Salespeople to Become a Million-Dollar Marketing General Manager! (Essential Reading for Marketing Professionals)
Every salesperson aspires to become a marketing general manager for higher returns, and every marketing general manager started as a salesperson. To achieve this, mastering the following ten essential guides will surely bring rewards: training ability, planning ability, foresight, control, distribution, execution, learning, tracking, service, and thinking.
赵正强Red Bull China Trademark Dispute Progresses: Joint Venture Withdraws Lawsuit Against Thai Tiansi Over Trademark Ownership
Red Bull Vitamin Drink Co., Ltd. ("Red Bull Vitamin") withdrew its lawsuit against Thai Tiansi Pharmaceutical & Health Products Co., Ltd. ("Thai Tiansi") over the ownership of the Red Bull trademark on August 14, just before the scheduled hearing on August 16. Industry experts believe the withdrawal indicates a lack of strong legal grounds, and the ongoing dispute may harm the brand's market position.
李振兴No First-Tier Brands, No Logistics Fees—How Did He Achieve Annual Sales Over 100 Million and Profits Over 10 Million?
In the FMCG distribution sector, dealers have generally gone through three generations: 1.0 era, before reform and opening up, dominated by department stores and supply and marketing cooperatives, mostly 'official merchants'. 2.0 era, after reform and opening up, some left the state-owned system and formed wholesale markets, known as 'sitting merchants'. 3.0 era, as competition intensified, some 'sitting merchants' began to go out, doing delivery, business visits, and terminal execution, known as 'traveling merchants'. However, Li Xintao believes that today's 'traveling merchants' are essentially still doing what 'sitting merchants' do, just delivering goods to stores instead of waiting for orders. He argues that a true 'traveling merchant' is one who has the ability to promote new products and operate the market. As a dealer focusing on non-first-tier brands, he outsourced warehousing and distribution to focus on sales promotion, and also invested in over 120 vending machines in Zhengzhou, all profitable.
袁来A Grand Event in the FMCG Sector: Countdown to Day 5!
The FDIC 2018 China FMCG Innovation Conference, organized by New Distribution and guided by the FMCG Branch of China E-Commerce Association, will gather leading FMCG brands like Coca-Cola, Mengniu, Uni-President, Bright Dairy, Tsingtao Beer, P&G, Nestlé, Unilever, Lai Yifen, and RIO, along with thousands of distributors, to explore digital transformation and growth strategies. The conference features expert sessions on digital marketing, channel innovation, and supply chain efficiency, offering practical insights for brand owners and distributors.
FDIC2018Can Dongpeng Special Drink, After Price Slashing, Make Big Waves?
Dongpeng Special Drink's canned product has been on the market for a year and a half, with its retail price reduced from 5 yuan to 3.5 yuan. Recently, a beverage distributor tipped off Information Times that the canned Dongpeng Special Drink, originally priced at 5-6 yuan, has been reduced to 3.5 yuan. The company confirmed the news, stating it is a proactive response to competition. Industry insiders note that the domestic functional beverage market is becoming increasingly crowded with new entrants and copycat products, while Red Bull, priced around 5 yuan, still holds a dominant position, making it difficult for competitors to challenge. Dongpeng's price cut is seen as a wise move.
刘芳Is the 4P Marketing Mix Outdated?
Liu Chunxiong, a professor at Zhengzhou University and founder of the New Marketing system, argues that the traditional 4P framework should be reimagined as '4P all communication,' where every marketing activity is designed to be communicative. He explains how product, channel, promotion, and price can each be leveraged to generate independent traffic and drive brand growth in the digital age.
刘春雄Coca-Cola Splashes Cash, Buying Up Brands
According to foreign media reports, Coca-Cola is about to become the second-largest investor in sports drink brand BodyArmor. This move is expected to give the beverage giant ownership of the second and third largest brands in the U.S. sports drink market, challenging Gatorade's dominance.
New DistributionExclusive | Following Mengniu and Wahaha, Dali Group Officially Enters WeChat Business, Aiming to Seize the Short-Shelf-Life Snack Market!
New Distribution has exclusively learned that Dali Group's WeChat business project, the new brand 'Frota', has entered platform internal testing. The first phase of testing began on August 13, 2018, and the first product, 'Fuxiaoxian Cake', is set to launch online on August 18. This move follows other major FMCG brands like Mengniu and Wahaha into social e-commerce, as Dali aims to capture the growing short-shelf-life snack market.
袁来Coca-Cola, Uni-President, Mengniu, Bright, Tsingtao Beer and Other Brands, and Local Distributors with Sales Over 100 Million Will Gather in Shanghai for This Big Event!
A grand event in the FMCG sector is counting down! In addition to Coca-Cola, Mengniu, Uni-President, Bright, and Tsingtao Beer, many leading FMCG brands such as P&G, Nestlé, Unilever, Lai Yifen, and RIO will gather in Shanghai with their executives, department directors, and regional managers for the FDIC 2018 China FMCG Digital Innovation Conference, hosted by New Distribution and guided by the FMCG Branch of the China Electronic Commerce Association. The conference will feature sessions for distributors and brands, covering topics like digital distribution, efficient operations, new marketing, and channel innovation.
FDIC2018The Extraordinary Journey of Chinese Beer
The Chinese beer industry has evolved from a price-war-driven, low-margin growth phase to a mature stage characterized by premiumization and oligopoly. With consumers increasingly demanding mid-to-high-end products, the industry is undergoing a structural upgrade, and the final battle will be defined by premiumization and internationalization.
新啤酒团队Tsingtao Wheat Beer Strategy Launch: Savor Life, Experience Upgraded!
Against the backdrop of consumption upgrading, the beer consumption structure is also changing, with consumer demands showing new trends of personalization, diversification, and specialization. 'The first sip is different' is consumers' first impression of Tsingtao Wheat Beer. Since its launch three years ago, Tsingtao Wheat Beer has broken the dominance of foreign imported brands in the domestic wheat beer category, optimized the product to suit Chinese consumer tastes, developed a unique Chinese wheat beer flavor, gained positive market response, and become a leader in China's wheat beer category...
New DistributionZong Qinghou: Food and Beverage Will Always Be a Sunrise Industry
Zong Qinghou, founder of Wahaha, reflects on the company's 31-year journey since its founding in 1987, the evolution of China's business environment, the challenges of corporate taxation, the 'Danone-Wahaha dispute,' and his views on succession and his daughter's role in the company.
许悦The Fall of Two Beverage Giants: Jianlibao's Collapse Due to Team Failure, Lebaishi's Founder Ousted
In 1996, Jianlibao reached its peak sales of 700,000 tons, surpassing Pepsi's 500,000 tons. However, its decline began with the Jianlibao Youth Team, which cost nearly 10 million yuan over five years without significant returns. Meanwhile, Lebaishi's founder He Boquan was ousted after selling the company to Danone, marking the end of an era for both brands.
仉泽翔Old Products Deserve Elimination? No! Here's the Secret to Their Second Rebirth!
Old products are a company's wealth and heroes, having dedicated their 'youth' to the enterprise. As time passes, those with good sales are retained for upgrade or maintenance, while poor performers face discontinuation. This article discusses how to leverage the advantages of old products and rejuvenate them for a second leap.
杨云生