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 133 of 196
The Rise and Fall of Yili and Mengniu: Where Is the Future of China's Dairy Industry?
After the 2008 melamine scandal, China's dairy industry has recovered and flourished over the past decade, with milk becoming a staple food. This article reviews the industry's 20-year development, the rivalry between Yili and Mengniu, and outlines future trends including product innovation, channel diversification, and growth in low-temperature milk and rural markets.
蒙奇2018 Hurun Global Rich List Released: Who Is Still the Richest in the Food & Beverage Industry?
On February 28, the Hurun Research Institute released the 2018 Hurun Global Rich List. A record 2,694 billionaires were listed, an increase of 437. Ma Huateng became the richest Chinese person globally with RMB 295 billion, followed by Xu Jiayin, while Li Ka-shing dropped to sixth. In the food and beverage industry, Zong Qinghou of Wahaha remained first, with Yan Bin of Reignwood and the Xu Shihui family of Dali Foods in second and third, respectively.
New DistributionNew Retail: A Pie or a Trap for FMCG Brands and Distributors?
In 2012, during the golden age of hypermarkets, predicting store closures would have seemed absurd. Now, the impact of e-commerce, changing consumer habits, and cost structures are clear. For FMCG brands and distributors, New Retail represents a similar pivotal moment, requiring proactive understanding and strategic adaptation to avoid being left behind.
张陈勇The Traditional Distribution Model of 'Distribution + Promotion' Is Failing, and the New Product Promotion Model Has Changed
After 2013, the product logic changed, including both new product development and promotion logic. Why 2013? Because that year, industry sales peaked, shifting from quantity growth to quality growth, and China truly entered a middle-class society. In a middle-class society, consumer psychology changed, with one key change being that all products are first psychological products. When products have similar functions, demand shifts to psychological satisfaction. Mass psychological products generally follow fashion trends: starting from a niche, igniting through communication, and spreading to the masses.
刘春雄Four Essential Business Skills for Regional Managers!
A qualified regional manager should possess four business skills: regional market planning, channel development, market dispute management, and marketing action planning. This article details each skill, including market analysis, channel strategies, conflict resolution, and sales process management.
戈军珍Marketers, What Can You Still Do After 35? This Is the Best Advice I've Ever Seen
This article addresses the '35-year-old crisis' in the workplace, emphasizing that while age can be a barrier, it's not the end of career prospects. It advises that by age 30, one must tackle three major issues—family responsibility, skill-age alignment, and knowledge structure—and then build a solid foundation before 30, and after 30, focus on professional branding, becoming a good middle manager, and joining a growing company.
New Distribution2018: Remember These 9 Marketing Principles to Avoid Detours
This article outlines nine key marketing principles for 2018, emphasizing opportunities from consumption upgrades, the importance of understanding consumer needs, and the shift towards C2B models and social/content/super-user dividends. It advises caution with short-video platforms and live quiz apps, and highlights the need to integrate online and offline digital marketing.
漩涡Nostalgic Foods Make Comebacks, 'Post-70s and Post-80s' Become Main Consumers
Following the return of nostalgic foods like Beibingyang soda, Daoxiangcun fried skewers, and Dailin ice cream, another Beijing-born beverage, Moqi, has made a high-profile comeback. After disappearing for 16 years, Moqi quietly became a viral hit, with the first 10,000 cases of peach juice selling out in just 3 hours.
李佳Marketing Work at the Start of the Year: Spring Determines the Whole Year
A year's plan starts with spring. The spring season determines the whole year, referring to strategic layout. At the start of the year, attention is usually paid to goals and their breakdown. However, the author emphasizes the logic and rhythm between layout and work. The annual goals are the natural result of several key factors: growth points, breakthrough points (critical points), rhythm, effective work, and intermediate results.
刘春雄Wei Qing: A Work Checklist for Marketers After the Chinese New Year!
During the 2008 financial crisis, Wei Qing discovered a sales opportunity during the Chinese New Year period when he found best-selling products out of stock in supermarkets. He mobilized his team to start work early on the fifth day of the new year, achieving a 60% sales increase over the same period the previous year without extra promotional spending. This article provides a detailed work checklist for marketers to replicate this success.
魏庆What Master Kong and Want Want Have Lost Is Exactly What Dali and Zhou Hei Ya Have Gained
Chen Jun, a product developer at Want Want, finds it increasingly difficult to understand young consumers' tastes. While Want Want's new products fail to gain traction and its flagship milk drink declines, Dali Food's soybean milk becomes a market hit, highlighting a shift in product competitiveness in China's FMCG industry.
翁放，游凡What's the Secret Behind Red Bull's Annual Sales of 20 Billion? Five Major Distributors Share Their Insights
Red Bull, as the most successful energy drink in China, has grown into the country's best-selling beverage product over the past two decades. This article compiles the market operation experiences and insights of five major Red Bull distributors, revealing how the brand achieved its remarkable success.
New DistributionMengniu, Yili, Nongfu, Qiaqia, Glico and Others All Change Packaging—A Sneak Peek at the New Looks
As the Spring Festival approaches, major companies are launching new products and changing packaging to win over consumers. A review of products with refreshed packaging in 2018 shows that leveraging celebrity endorsements, sports events, mobile game IPs, popular variety shows, and offline activities has become an effective marketing strategy for the festive season.
New DistributionA Bowl of Instant Noodles: Countless People's 'Spring Festival Travel Memories'
As the 2018 Spring Festival travel rush begins, instant noodles remain the top choice for passengers on trains, evoking nostalgic memories of past journeys. From the green train era to the high-speed rail age, instant noodles have been a staple for travelers, though their dominance is now challenged by improved dining options and delivery services.
New DistributionOreo Cookies: The World's Most Amazing Knockoff, Became Number One by Copying
Oreo cookies, born in 1912 with 106 years of history, have become the representative of sandwich cookies, with the classic slogan 'Twist, Lick, Dunk' brainwashing countless people. But few know it's a knockoff—indeed, the world's most successful one, built entirely on copying, yet copying to such a level that it became the industry leader. So who did Oreo copy? It was a cookie born in 1908 named 'Hydrox'...
New DistributionThe Battle for the Red Bull Trademark
The Red Bull brand faces increasing market uncertainty as the brand owner and operator are locked in a bitter dispute, potentially making it a market outcast. Meanwhile, second-tier competitors in the functional beverage market are seizing the opportunity to expand their market share.
王燕青Traditional Terminal Marketing Is Dead! A Detailed Analysis of the Direction of New Terminal Marketing Innovation in 2018
China's physical retail industry is in its early development stage with low circulation efficiency and a lack of top-tier brands, while e-commerce-driven virtual retail infrastructure has taken shape. The essence of new retail is to improve efficiency and create value, and traditional enterprises must adapt by embracing new-generation consumers, upgrading products, and innovating terminal strategies.
程绍珊Most Food Consumer Products Cannot Escape Retail!
The longer one works in food consumer products, the more it becomes apparent that this is also a retail business. Food consumer product startups need to consider not only product, brand, marketing, supply chain, etc., but also the retail industry, which plays a decisive role in sales scale. If you can think clearly about retail, sales will naturally grow in scale, and retail itself is about finding patterns, understanding consumer behavior, and pursuing scalable replication. Whether it's Amazon, JD.com, Alibaba, or even food giants like Nestlé, Coca-Cola, and PepsiCo, the core business connection is always retail. Otherwise, Alibaba wouldn't classify Taobao and Tmall as China's retail platforms, and the main sales of food giants like Nestlé and Coca-Cola come from various types of retailers in different regions and sizes.
海枫Moutai and Tsingtao Beer in 2017: Different Paths, Different Destinies
In 2017, Moutai's stock surged 111.89%, while Tsingtao Beer rose 35%, but excluding the stimulus from Guo Guangchang's major stake purchase, Tsingtao's actual performance growth was minimal. The article analyzes the divergence in brand value, product value, and consumption changes, attributing Moutai's outperformance to its financial attribute as an investment product.
仙逸2017 Food & Beverage Industry Performance Forecast Roundup! Modern Dairy Losses 900 Million, Black Sesame Up 941.67% Year-on-Year!
Performance is a key measure of a company's success. As February arrives, listed companies are entering the peak season for releasing their 2017 annual reports. So far, dozens of food companies have issued performance forecasts, with some like Haoxiangni showing impressive results and others like Modern Dairy experiencing significant declines. This article compiles the 2017 performance forecasts and express reports from companies in the food and beverage sector, offering a first look at how these listed food companies performed over the past year.
New DistributionBlinded by Greed! 14,473 Cans of New Zealand Goat Milk Powder Had Dates Altered in Fraud Scheme...
A total of 3,213 cases (13,776 cans and 697 bags) of expired Kanglelai goat milk powder had their production and expiry dates altered before being sold on a large scale. The case was disclosed by the Shenyang Administration for Industry and Commerce, and those responsible have been referred for judicial prosecution.
New DistributionThe Beer Wars: A Clash of the Five Major Legions
In China's five-thousand-year civilization, alcohol culture has always been a significant part, with countless stories related to alcohol. Among Chinese alcohol culture, baijiu has always been the mainstream, while red wine and beer are imported products that only became popular after the reform and opening up. This article analyzes the competitive landscape of China's beer industry, focusing on the five major beer groups and their financial performance.
维尼熊Small Companies Make Great Products but Get Beat to Market by Big Companies—Missing Out on Success?
The article argues that small companies often create truly differentiated products, but large companies succeed by imitating them and leveraging superior marketing. It advises small firms to pursue meaningful differentiation—finding unmet needs with sufficient scale—rather than pseudo-differentiation or niche traps.
刘春雄Five New Column | Is the Power of Brands Still Worth Believing?
This article discusses the changing consumer demands and the evolution of communication in the FMCG industry, emphasizing the shift from material scarcity to abundance and the need for brands to adapt to new communication methods, including social media and community engagement.
New Distribution