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 126 of 196
Trend | 80% of Consumers Believe Craft Beer Will Maintain Good Momentum!
A DSM study found that four out of five consumers believe the craft beer trend is not a passing fad but will continue. The survey of 3,300 consumers across the UK, US, Belgium, Spain, France, Italy, and the Netherlands revealed that taste and sustainability play key roles in craft beer preferences.
杨睿星Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, using a case study of a leading brand's 'Heaven-sent Wealth God' display activity.
张宇Four Keywords for New Brand Marketing: Scene, IP, Community, and Communication
Internet traffic is divided into platform traffic and independent traffic. Independent traffic comes from communication, which is the core of new marketing. The four keywords—scene, IP, community, and communication—are essential for creating independent traffic.
刘春雄Creating a Billion-Dollar IP Era: Youxiaojun IP New Product Dealer Tour - Visiting Dunjie
The article discusses the growing importance of IP in the FMCG industry, highlighting Disney's acquisition of 21st Century Fox and the success of IP-based toys like Peppa Pig. It introduces Youxiaojun Food's investment in popular IP licenses and its 'IP New Product Dealer Tour' to engage distributors, with the first stop at Dunjie Supply Chain Management in Shijiazhuang, where General Manager Qiang Huitao shares his views on leveraging IP traffic for retail success.
VboeLauWhen We Talk About Marketing, What Are We Really Discussing?
As an FMCG professional, marketing is a familiar term. In daily work and meetings, we often discuss target markets, channels, and product sell-through. However, with the rise of mobile internet, traditional marketing concepts like 4P are being replaced by new ones such as traffic, communication, and IP, reflecting a shift from channel-centric to user-centric approaches.
任小东、袁来News Flash | Bright Food Welcomes New President! Nongfu Launches Bubble Tea! Chengde Lulu Defends Trademark, Claims 90 Million! Domestic VOSS Goes on Sale! Kedi Launches 'Super Spicy Fire Noodles'!
This issue covers Bright Food's new president, Chengde Lulu's trademark lawsuit, Jingzhi's partnership with Alibaba, domestic VOSS water launch, and new product releases from Nongfu, New Hope, Calbee, and Kedi.
New DistributionWhat Exactly Does a Marketing Director Do? Scope of Responsibilities, Authority, and Accountability
The core KPIs of a marketing director revolve around three key areas: achieving performance targets, designing and executing business models, and marketing management. This includes meeting sales and profit goals, developing competitive business models and marketing policies, and establishing systematic marketing management systems covering team, channel, and objective management.
New DistributionNews Flash | Mengniu Comments on Messi Partnership for First Time; Hongmeng Guoyao's Presence Ignored; COFCO and Kedi Launch Hit New Products; Abbott Denies $9 Billion Sale Rumors; Starbucks Gives Up Selling Tea...
Mengniu commented for the first time on its partnership with Messi, while Hongmeng Guoyao lost a lawsuit against a lawyer. Abbott denied rumors of selling its nutrition business for $9 billion. Kedi and COFCO launched new products, and Starbucks introduced Teavana packaged tea. Shunxin Agriculture forecast strong profit growth.
New DistributionChina Want Want's Fall: A Can of Want Want Milk Sold for Over 20 Years, 50 New Products a Year Hard to Create a Hit
Li Ziming has grown from a milk-drinking child to a primary school teacher, but Want Want milk remains the same can. China Want Want's main product, Want Want milk, has been on the market since the 1990s, with sales skyrocketing. A product sold for over 20 years, the continuous decline in recent years is not surprising. In the early years, Want Want milk dominated the reconstituted milk beverage market, but today, with abundant products, this former strong children's beverage IP has reached a greasy middle age. Since 2014, Want Want milk's performance has fallen below 10 billion yuan, and two years later below 8.5 billion yuan.
陈晓京World Cup Vulgar Ads: Children Distinguish Beauty and Ugliness, Adults Only Consider Pros and Cons
For most Chinese brands, building brand salience is the most critical and fundamental step. During the World Cup, which occurs every four years, human hormones are at their peak, and advertising during this period can be highly effective if used well, despite criticism of 'brainwashing' ads.
苗庆显Hold On Tight! 160 Billion Streams to Put You in the Headlines!
In recent years, IP products have taken the market by storm, especially Peppa Pig merchandise, bringing both fame and fortune to companies and distributors alike—truly 'making money while lying down.' Animated IP products mainly target the children's market, which has vast growth potential, with an estimated market capacity of 3 trillion yuan. Through market research, it was found that Liaocheng Haojiayi Bio-Lactation Co., Ltd., together with Shanghai Youxiaojun Food Co., Ltd., has secured the rights to four major IPs—Peppa Pig, PAW Patrol, Octonauts, and Chuggington—this year, making a full-force entry into the children's beverage market.
New DistributionWant Want's New Product Promotion Encounters Cold Shoulder: Supermarket Retail Discounts Up to 50%, Inventory Turnover Reaches 91 Days!
China Want Want, listed on the Hong Kong Stock Exchange main board in 2008, has faced a decline in performance despite a 26.1% revenue increase in its 15-month financial report ending March 2018, with operating profit down 7.4% and net profit down 6.6%. New product promotions have been weak, leading to heavy discounts and slow inventory turnover, while the company's traditional channels and brand image struggle to adapt to changing consumer preferences.
张璐World Cup Ads Criticized, Ye Maozhong Discusses 22 Misconceptions of Chinese Brands
Amidst the World Cup, Chinese advertisements have faced widespread criticism, with at least two from Ye Maozhong's team. This article republishes Ye's piece on 22 misconceptions about Chinese brands, offering insights into brand building and addressing consumer conflicts.
叶茂中Dealers Often Win in Marketing but Lose in Management!
A dealer who had been successful in sales and profit growth is now struggling due to poor management, despite strong marketing capabilities. The article identifies common management issues such as excessive brand portfolios, lack of competitive brands, poor inventory control, and rough business tracking, and offers recommendations for improvement.
梁胜威News Flash | Master Kong Launches New Iced Tea; Mengniu Launches Fermented Milk to Counter Yili; Alibaba Retail Link Partners with Jing Brand...
Today's top stories: Jiangzhong Food Therapy receives 575 million yuan investment; Bright Dairy acquires two subsidiaries; Jing Brand and Alibaba Retail Link sign strategic cooperation; new national standards for natural mineral water and packaged drinking water released; Suntory products denied entry; Yangyuan's wealth management products reach 16.1 billion yuan. New products: Master Kong's tropical flavor iced tea, Mengniu's Smooth Day yogurt, and more.
New DistributionThe "Ye Maozhong-style Brainwashing" at the World Cup: Have You Been "Conflicted"?
Brainwashing originates from creating and resolving conflicts. This article analyzes the success of "vulgar" advertisements like Zhihu and Mafengwo during the World Cup, attributing their effectiveness to Ye Maozhong's conflict theory, which creates and resolves conflicts to leave a deep brand impression.
苗庆显The Biggest Lie in Marketing: Once the Brand Is Established, Products Sell Themselves
The claim that 'once the brand is established, products sell easily' is a myth that serves as an excuse for many. In reality, even big brands struggle to sell, and success often comes from factors beyond branding, such as channel strategy and operational excellence.
刘春雄Over 100 Domestic Infant Formula Companies Complete System Inspections; These Few Are the Most Intolerable!
On June 15, the State Administration for Market Regulation reported that six infant formula companies had deficiencies in implementing food safety management systems, though no product quality issues were found. Statistics show that this year, regulators have reported on 21 infant formula companies, completing thorough inspections of all over 100 domestic infant formula enterprises.
精华食报Traditional 'Brand-Driven' and 'Channel-Driven' Strategies Have All Failed—What Is the True Path to Brand Success?
This article is authorized and sourced from Fanctory Fan Workshop (ID: fensigongchang). In an era where marketing without IP is unthinkable, IP is like a steamship in the Age of Sail or tanks in WWII—not just advanced weapons but a mindset from a higher civilization. Those who master IP will conquer the market. How to build an IP? Let's hear from Liu Chunxiong, the rotating dean of the Fan Research Institute. In the new marketing system, the most critical element is IP.
刘春雄2018 World Cup Sponsor Ads: Budweiser, Coca-Cola, or Mengniu—Whose Creativity Shines?
As the official beer sponsor of the 2018 FIFA World Cup in Russia, Budweiser's global ad campaign 'FIFA World Cup Ignite' showcases a cool new beer delivery method with AI drones and dramatic journeys, aiming to ignite fans' passion. Coca-Cola, a top-tier sponsor, also backs 15 national teams, the most among all sponsors. Chinese dairy brand Mengniu, as the first dairy brand to be a FIFA global sponsor, highlights 'Natural Power, Born Strong.' The article invites discussion on which brand's ad is more creative and promotes the upcoming 2018 China Digital Innovation Conference.
New DistributionFrom Pechoin to Feihe: Where Is the Next Billion-Yuan Opportunity?
In 2017, Pechoin's sales exceeded 17.7 billion yuan, making it the top domestic beauty brand; Feihe's 2017 sales surpassed 7 billion yuan, with a 2018 target of 10 billion, becoming the leading domestic milk powder brand. Why did they succeed? Through their success, can we deduce who the next era's product will be?
老衲Dealers Choosing 'Small Brands' - Think Twice Before Acting
Many company executives understand that in today's market, where products are largely oversupplied and competition is fierce, controlling distribution channels is key to success. This article advises dealers to carefully evaluate potential partners before committing, covering aspects such as financial strength, product marketability, advertising effectiveness, sample markets, market coverage, pricing stability, anti-diversion measures, financial policies, market services, and corporate culture.
卢旭成Coca-Cola's Transformation: What Outcome Will It Lead To?
Coca-Cola is also pursuing a "total beverage company" strategy in China. Its brand recognition and mature sales network can serve as a springboard for new brands in their early stages, but they will then face more complex market challenges.
王怡The Three Levels of Hunger Marketing: How Far Are You from Being a Master?
Hunger marketing is often equated with limited supply, but true hunger marketing creates an invisible battlefield behind the limited supply, where users compete for the product. This article explores the three levels of hunger marketing, from scarcity to loss and regain, to competition, and illustrates how to design effective campaigns.
康熙师爷