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 132 of 196
Suning's 'Smart FMCG' Revolution: Investing Hundreds of Millions in 'Smart Brands'
After integrating Suning Online Supermarket, Su Xiansheng Premium Supermarket, Suning Red Kids, and Suning Xiaodian, Suning.com's FMCG business group made its first public appearance on March 21 in Chengdu, unveiling its 'Smart FMCG' strategy. Vice President Bian Nong announced plans to become China's No.1 in convenience stores and mother-and-baby sectors within three years, and to excel in fresh food. Suning will also open inclusive policies to brands and launch a 'Smart Brand' incubator.
New Distribution"Spring Sugar" | China Craft Beer Hotel Exhibition Opens Today at Sofitel Chengdu
The annual Chengdu Sugar Fair in spring is the most important economic event in the national food economy, known as the "No.1 Meeting under Heaven." This year marks the third time China Craft Beer participates in the Sugar Fair. Due to funding constraints, many emerging members of the China Craft Beer Association (CBAC) cannot afford to independently participate in the traditional hotel exhibition, missing out on brand exposure and omnichannel opportunities. Therefore, led by Master Gao Beer and with the help of Sichuan Wenbo Advertising, the "Spring of China Craft Beer" event was held. Currently, the "Spring of China Craft Beer" hotel exhibition is ongoing at Sofitel Hotel.
New DistributionHeiniu Food Pushes into Ready-to-Drink Soy Milk: Why and How? A 'Small Goal' of Several Hundred Million?
Chen Gengcheng, a veteran in the FMCG industry with 18 years at Heiniu Food, is leading the company's push into the ready-to-drink soy milk market. After successful market operations since 2017, Heiniu is launching an upgraded bottled soy milk product in 2018, aiming for over 200% sales growth.
New DistributionThe Decline of Instant Noodles: Once, China's Annual Sales Could Circle the Earth 85 Times!
In the childhood memories of the post-80s generation, instant noodles were a 'luxury food'; for the post-90s, they were 'convenience food'; and for Generation Z, they are 'unhealthy food'. This shift in consumer perception reflects China's consumption structure upgrade and industrial iteration. From 1970 to 2003, China's instant noodle sales rose steadily, but from 2004 to 2016, production fluctuated, with declines in 2005, 2008, and 2014.
安安Counterfeit Exhibitors at Sugar and Wine Fair Withdraw Overnight; More Frightening Than Fakes...
The food and drug administration has acted overnight, making this year's Sugar and Wine Fair cleaner. After CCTV aired the report, a brand exhibitor in Chengdu told the author that counterfeit beverage manufacturers on their hotel floor began packing up and leaving during the broadcast, with some returning deposits and others moving products. Additionally, some small and medium exhibitors were notified by the organizing committee to ban the display of copycat products.
New DistributionTo Succeed in New Product Launch, You Must Use These 7 'Hard Measures'!
Every new thing's birth attracts criticism. When entrepreneurs promote new products, they often face salespeople's lack of confidence and distributors' disinterest. At this point, entrepreneurs must use 'hard measures' to 'force' salespeople and distributors to promote new products. A senior FMCG industry veteran shared a story: an old distributor complained to the board about being forced to distribute new products, and when he refused, his shipments were stopped. The distributor argued that consumers in his area preferred old products, but the veteran noted that consumer needs can be guided. Many distributors only sell bestsellers and miss new trends, leading to decline when old products fade. To help employees and distributors grow with the company, seven 'hard measures' can be used during new product promotion.
New DistributionIn an Era Where Traditional Rules and Experience Fail, How to Ignite Regional Sales of New Products?
Whether it's distributors selecting products or brands selecting channels, the most concern is sales, which is the foundation of cooperation. Without sales, there is no profit, and without profit, cooperation cannot last. Sales of new products often determine profit margins, making them a touchstone for distributor-brand cooperation. So, how to ignite regional sales of a new product? In the past, it was a two-pronged approach: one was air bombing through centralized media like TV to occupy consumer minds; the other was deep distribution...
丁丁Baijiu Sales from 61.26 Billion in 2016 to 56.54 Billion in 2017: What the National Bureau of Statistics Says: Growth of 14.42%
The data changes reveal the truth behind 'squeezing water' from the baijiu economy? According to the National Bureau of Statistics, in 2017, the baijiu industry saw a 14.42% increase in sales revenue, but compared with 2016 data, there are apparent contradictions in production and sales figures, suggesting possible data adjustments.
New DistributionHow Many People Have Been Fooled by the Saying 'Real Men Do Sales'?
An interesting phenomenon: men do marketing, women do sales. Sales requires empathy and self-motivation, traits where women often excel, while marketing requires rational analysis and planning, which suits men better. Many young men are misled into sales careers, but sales is not suitable for everyone, and marketing offers greater professional opportunities.
苗庆显Heavyweight | Ready-to-Drink Soy Milk Sparks a New Appearance Revolution, Black Bull's New Bottled Product Hits the Market to Fuel 2018!
In 2017, Black Bull soy milk entered the ready-to-drink market and added over 4,000 high-quality potential distributors in just half a year, covering most provinces across China, and created a classic case of monthly sales of 20,000 cases in county-level markets. Now, entering 2018, Black Bull soy milk continued its strong performance, achieving a good start in the gift market during the Spring Festival. According to New Distribution, Black Bull's new PET bottled soy milk is about to hit the market on March 20, launching a vigorous appearance revolution.
New DistributionNew Marketing Organization Transformation: Evolving from B-end to C-end Organizations
At the 2017 Chongqing Autumn Sugar Fair, Liu Chunxiong proposed the term 'New Marketing' and the framework of '4P as Communication'. This article contrasts traditional B-end organizations with new C-end organizations, tracing the evolution from sit-selling to mobile-selling to connected-selling, and argues that organizations must shift focus from channels to consumers.
方刚Case Study: A County-Level Beverage Distributor with Annual Sales of 3 Million Yuan Suddenly Increased Sales 10-Fold—What Did He Do?
In Dancheng County, Henan, a distributor controlling 382 outlets achieved annual sales of about 3 million yuan for a beverage brand. After a consultant suggested he could easily double sales, the distributor was skeptical. By calculating the total number of outlets in the county (using population divided by 400) and conducting field research, they discovered only 23% of outlets were covered. The distributor then focused on increasing outlet coverage, eventually achieving 100% coverage, which led to a single product generating 11 million yuan in annual sales and total sales exceeding 30 million yuan.
王冠群A Nearly Vanished Domestic Skincare Brand Achieved 15.9 Billion Yuan in Sales in 17 Years!
An 80-year-old domestic skincare brand, once on the verge of disappearing, has successfully revived by first targeting middle-aged consumers through supermarket channels, then expanding to younger demographics with innovative marketing. By 2017, its annual sales reached 15.9 billion yuan, making it a leader among domestic brands.
KTzhouBeer Prices Rise Again: Budweiser Wholesale Price Up 50%, Harbin Plans April Increase
Following the halt of the baijiu price surge, beer prices are now rising. Budweiser, under AB InBev, has increased its wholesale price from 57 yuan to 85 yuan per case, a nearly 50% jump, effective March 10. A distributor also revealed that Harbin Beer plans to raise prices in April.
New DistributionHeavy Punch, Aiming at 100 Million, Four Beverage Blockbusters Ignite 2018!
As 2018 arrives, distributors reflect on 2017—some struggled with unsold inventory, while others envied neighbors who found hot new products. A good market starts with a good product, especially for small and medium trading companies where product selection determines survival. Beijing Hongruixuan Health Industry Development Co., Ltd. (Beijing Hongruixuan) has upheld product quality and market investment for three years, gaining distributor recognition. In 2018, they launch four blockbuster beverages targeting 100 million yuan in sales.
New DistributionDistributors Who Don't Understand Brand Portfolio Will Waste Ten Years!
Why do distributors with the same sales volume have such different staffing and profit levels? Why do some distributors work frantically in the first half of the year and make big money, but in the second half their vehicles and staff sit idle and they lose money daily? Why do second-tier wholesalers and retailers make good money selling your products, yet your channel control remains weak? The answer lies in your product brand portfolio. A distributor's brand portfolio refers to the strategy of rationally combining brands from different companies to minimize resource waste, reduce operating costs, increase channel control, and boost profits. There are generally seven combinations: first-tier brands with non-brand products, volume products with high-profit products, off-season and peak-season brand combinations, mature brands with new brands, core products plus auxiliary products, channel compatibility and brand compatibility, and high-mid-low gross profit combinations.
王冠群Heavyweight | A Comprehensive Review of 11 Top Brands' New Products in 2018!
As March approaches its midpoint, the beverage sales season is imminent, and for companies, the new product war is about to begin; for distributors, it's a critical time for product selection, which will affect the achievement of annual business goals. Today, New Distribution has reviewed the strategic new products (beverages) of 11 top brands, offering insights into the new trends and directions of the beverage market in 2018.
袁来Brand Owners and Distributors: When Will the Feud End?
Sometimes, don't overcomplicate things; put yourself in the other's shoes, and both sides can yield, and those unpleasantries will dissipate. Sometimes, don't be too mercenary; pause and step back, and many disputes will vanish.
戈军珍Chen Qian of Ubrew: How to Build a Craft Beer Brand with New Strategies
Chen Qian, co-founder of Ubrew (China) Craft Beer Co., Ltd. and founder of Xianzha Shansong, is a post-90s returnee. Craft beer culture originates from Europe and America, where it accounts for 12% of the U.S. market, but less than 0.1% in China. Chen and her team built Ubrew, a high-end craft beer factory and brand, and launched Xianzha Shansong to deliver fresh craft beer within 30 minutes, targeting young consumers seeking individuality.
New DistributionNew Product Strategy: Lower Prices to Boost Sales, Use Scale to Cut Costs!
Years ago, while serving a company, we identified a new category as a future trend but with slow growth. We advocated for a separate department to operate independently; the next year, sales quadrupled, and we then proposed merging departments. Some questioned our logic, but we explained that separation aims for growth, while merging aims for profitability, each with its own stage-specific goals. This logic involves breaking a complex task into stages, using future cost pricing to lower prices for rapid volume, then leveraging scale to reduce costs, cycling to increase sales and decrease costs.
刘春雄Price Hikes, Shortages: Toilet Paper Price Increases May Spread Globally; Milk, Beer, and Beverages All Affected!
Taiwan is experiencing a toilet paper shortage, and the situation on the mainland is also grim. The saying 'Better to speculate in paper than in property or stocks' is no longer a joke, as even selling waste paper can earn more money. Paper products are about to see price increases, already affecting household paper. So, are you ready to stock up on toilet paper? Paper companies have issued price hike notices.
New DistributionIn the Marketing World, Only Coconut Palm Can Beat Coconut Palm!
Coconut Palm coconut juice holds a top spot among China's favorite drinks, with its distinctive black packaging and straightforward advertising. Despite criticism, its unique design and taste have made it a lasting success, and the company's history includes innovative employee incentives and a famous rival brand.
知中放送Practical Tips | 11 Pitfalls for Food Distributors When Choosing Small Brands!
Many company executives understand that in today's market, where products are largely oversupplied and competition is fierce, those who control distribution channels may win the market. In China, the role of distribution channels has never been more emphasized. Distributors are a crucial part of the channel. Opening a well-known financial newspaper or magazine, one sees various sizes of recruitment advertisements. Companies use every means to attract distributors, from strong corporate strength and R&D capabilities to comprehensive marketing support from marketing experts, to promises of strict market protection mechanisms, prevention of channel stuffing, generous year-end rebates, and完善的 return and exchange policies, among others.
New DistributionConfirmed! The Two New Products Coca-Cola Will Bring to Its First Chengdu Sugar & Wine Fair Appearance
In 2018, Coca-Cola will participate in the Chengdu Sugar & Wine Fair for the first time in its history, but this is not surprising news. What is noteworthy is which products the world's No.1 beverage seller will bring. According to reports, Coca-Cola will focus on promoting two products: Monster energy drink and Sprite Plus (Sprite Fiber+), which will be showcased at the Western Expo City with a 288-square-meter outdoor booth.
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