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 125 of 196
38 Days to Ignite Weixian Market: Green Ridge's New Marketing Approach
Despite the traditional off-season for plant-based protein drinks in May and June, the Weixian market saw rapid sales growth in just over a month through the introduction of a new marketing system and the quality of Green Ridge products. This case study analyzes how the system drove quick sell-through, achieving 8,630 cases in 38 days.
New DistributionAfter M&A Wave Closures and Post-Price-War Increases, How Are Domestic Beers Saving Themselves?
After four consecutive years of declining production and sales, the beer industry seems to be reviving with the World Cup. However, unlike past expansion and price wars, the industry is now consolidating, closing plants, and raising prices. With domestic beer sales declining and imports rising, the industry is shifting towards high-end and diversified products.
美好生活投资者Lift, Cut, Stick, Move, Arrange, Stuff: Standard Actions for Beverage Merchandising in Mom-and-Pop Stores
Every spring, beverage manufacturers launch their annual sales push, and frontline sales reps must master six standard actions—lift, cut, stick, move, arrange, and stuff—to maximize product visibility and sales in small retail outlets. This article details each action, offering practical tips on everything from cutting boxes and posting posters to positioning products and filling coolers.
赵波The World Cup is over, but the only ad I remember is theirs
As the final whistle blew, I reflected on what this World Cup brought me. As an amateur observer of brand advertising, I witnessed the incredible things Mengniu Guanyirui did during the tournament, making it the most memorable brand among the 17 top sponsors.
New DistributionAfter 10 Years of Entrepreneurship and 3 Transformations, How Did This B2B Platform Cover 15,000 Stores in 3 Years and Become a Regional King?
This article explores the transformation of Bianlibao, a regional B2B platform in Fujian, from a direct-operated convenience store chain to a self-operated B2B, and finally to an information matching platform. It details how the platform covered nearly 8,000 outlets in one year and achieved supply chain empowerment without touching goods or warehousing and distribution.
新经销刘少德Functional Beverage Market Clouds Gather: Who Will Prevail?
The functional beverage market is expanding, attracting capital. The leader Red Bull faces a crisis, creating opportunities for new entrants to break through its barriers. As health awareness grows, carbonated drinks decline while functional drinks surge, with over 20 new products launched in 2017 alone.
陈远枝50 Fun Facts and Insider Secrets About Advertising
This article presents 50 intriguing and little-known facts about advertising, branding, and marketing, ranging from the origin of Coca-Cola's Chinese name to the hidden meanings behind famous logos and the strategies of major brands.
文案之神出品方Blue Moon, a Marketing-Savvy Brand, Falls from Its Pedestal; Distributors Say 'Good Product but Poor Marketing'
Blue Moon, once the dominant laundry detergent brand in China, has seen its market share decline from 23.4% in 2012 to 20.3% in 2016, while Liby has risen to become the new market leader with a 26% share in 2017. Distributors lament that despite a good product, Blue Moon's marketing has been ineffective, leading to its fall from grace.
戴曼曼Naaisi President Zhuang Qichuan Dies of Illness; Used a Bar of Soap to Rank Fifth Globally
On July 11, Zhuang Qichuan, 66, Party Secretary and President of Naaisi Group, passed away due to illness. Compared to some well-known entrepreneurs, Zhuang was low-key, but his company Naaisi was one of the few Chinese firms able to compete with foreign giants like P&G. Since 1994, Naaisi has been a leading domestic detergent company, owning famous brands such as Diao Pai, Chaoneng, and Naaisi, with sales exceeding 19 billion yuan in 2015, ranking fifth globally. A P&G president once marveled: "Where water doesn't flow..."
张静波Legendary Yili Mineral Water Project Has New Clues! May Enter the Market Soon, Competing with Evian and Nongfu Spring
On July 11, Liu Bailong, chairman of Heilongjiang Heilongquan Water Industry Group, posted on WeChat Moments that a delegation from Yili Group, led by Fu Qiang, general manager of the project team, visited his company to inspect and discuss cooperation on the natural strontium water from Suoyue'erji Mountain. This suggests Yili may soon enter the mineral water market, competing with brands like Evian and Nongfu Spring.
New DistributionThe Four Realms of Marketing Professionals: Which Level Have You Reached?
Many marketing executives in companies often use two stories for training: 'How to sell combs to monks' and 'Selling crutches, cars, and stretchers'. This reflects a common misconception in Chinese marketing: emphasizing techniques over thinking. The article argues that China lacks excellent marketers, not advanced techniques, and outlines four realms—wisdom, professionalism, integrity, and self-discipline—that marketers must master to succeed.
丁永征Is Disintermediation a False Proposition? The Internet Cannot Replace the Role of Intermediaries!
This article is a reading note on the book 'The Middleman Economy' by Marina Krakovsky, published by CITIC Press. It argues that despite the internet's potential to eliminate intermediaries, they persist and thrive because they provide value through roles such as bridging, certifying, enforcing, risk-taking, concierge, and isolating, which the internet cannot fully replace.
New DistributionDog Days Are Here: Three Tips for Boosting Beverage Sales You Haven't Mastered Yet?
Summer is the peak season for beverage sales, making it a prime opportunity for beverage companies, but also a time of intense competition. If distributors simply place products in stores and wait for natural sales, they will struggle to stay ahead. To double sales during this competitive season, distributors should focus on three key points: selecting and nurturing the top 20% of high-performing stores, prioritizing frozen displays, and managing inventory to prevent stockouts.
董雪After War Horse, VOSS Will Rise: How Many Spare Tires Has Huabin Prepared for Red Bull?
With the Red Bull trademark dispute intensifying, Huabin Group has launched a domestic version of its VOSS water brand, aiming to find alternatives to Red Bull. Industry insiders note that after the dispute began in late 2016, Huabin introduced the War Horse brand to replace Red Bull, but it has failed to compensate for losses, prompting the company to seek other brands to form a collective force.
蓝鲸产经What Books Should FMCG Practitioners Read When Transitioning to Internet Marketing?
Zhou Feng, Vice President of Meicai.com, a veteran marketer with over 20 years of traditional marketing experience, has successfully transitioned to the internet. At a recent internal management trainee training session, he recommended his personal book list, which New Distribution has republished for its readers.
周峰After 130 Years, Lee Kum Kee Finally Enters the Vinegar Market!
Lee Kum Kee, a century-old condiment giant, has quietly launched its first vinegar products in China, marking its entry into the fragmented vinegar market. The move is seen as a strategic effort to find new growth and potentially reshape the industry with premium, zero-additive offerings.
松露How Can Distributors Make the Most of 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years but remains underdeveloped. For distributors, it means not only treating every employee as a sales touchpoint but also integrating marketing across the entire chain, involving changes in relationships with brands, employees, and consumers.
黄润霖Wei Qing: Will the Old Generation of Offline Marketers Be Out of Work?
Wei Qing, a veteran FMCG marketing expert, shares his views on new retail, FMCG B2B, and the future of traditional distributors and marketers. He argues that online channels currently hold a small share, B2B models are still evolving, and the core challenges remain team management. He believes that experienced offline marketers will not be obsolete, as their skills in managing large sales teams are still in demand, and distributors will not be eliminated as a class, though individual businesses may fail if they don't adapt.
魏庆Masterstroke by Master Kong: A Hidden Strategy!
On June 26, the launch ceremony for the 'Space Spirit China Tour and Master Kong's Inclusion in Xinhua News Agency's National Brand Project' was held in Beijing, marking Master Kong's initiation into the project. As a leading FMCG company, Master Kong's every move attracts attention. This time, the focus is on Master Kong's partnership with China's space program to promote space science education and the space spirit, a strategic move with profound implications for its present and future.
袁来Rather Than Switching Jobs, Switch Your Circle
The article argues that when you feel you have stopped growing in your professional circle, instead of changing jobs, you should change your circle. It explains that changing circles brings new ideas, new fields, new lifestyles, and faster progress, illustrated with examples and a story about a retired cadre who found joy and growth by driving for Didi.
梁胜威Two Forms of Digital Upgrade for Brand Owners' Distribution Channels
In recent years, digital upgrades to FMCG distribution channels have become a basic consensus among brand owners, who face issues like multiple layers, high costs, low efficiency, and lack of precision and control in traditional distribution. This article discusses two stable business models: a partner model based on same-city logistics and an integrated online transaction model based on the WeChat ecosystem, both of which aim to achieve digital upgrades without disrupting existing channel networks or price systems.
赵波Adapting to Every Move, Staying Orthodox While Surprising: The Inner Skills of Regional Managers in Market Operations
This article discusses the essential skills for regional managers in attacking and defending markets. It emphasizes the importance of strategic planning, understanding the competitive landscape, and executing both offensive and defensive tactics effectively.
方刚With World Cup and Fosun as Two Good Cards, Can Tsingtao Beer Change Its Fate?
During the World Cup, Tsingtao Beer's advertising battles Budweiser on CCTV, reflecting the shift to mid-to-high-end competition in China's beer market. Fosun International acquires 17.99% of Tsingtao from Asahi, aiming to help Tsingtao go global, while Tsingtao's financials show a struggling industry with heavy reliance on government subsidies.
令狐ODeconstructing the Marketing Tactics Behind 'Three Squirrels'
Successful enterprises cannot do without successful marketing, and Three Squirrels is such a company. Founded in February 2012, it achieved the top sales in the snack and specialty food category on November 11 of the same year in less than a year, a growth rate that is truly astonishing. Why was Three Squirrels able to achieve such results in less than a year? What is its marketing secret? Today we will dissect the marketing tactics behind these three cute little squirrels.
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