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 134 of 196
2013: The Year Marketing Took a Turn
Traditional marketing ended in 2013, as China's FMCG sales peaked and began to decline, while the service sector's GDP share surpassed manufacturing, signaling the rise of the middle class. This shift marked a transition from volume-based growth to value-based growth, and the advent of the internet era created a 'no-man's land' for marketing innovation.
刘春雄Traditional Marketing Is Dead, All Marketing Elements Are Being Reconstructed, and the Era of Omnichannel Distribution Has Arrived!
The article argues that traditional marketing is dead and that all marketing elements are being reconstructed, leading to the rise of omnichannel distribution. It emphasizes the need for new marketing and sales channel combinations to convert traffic into sales, and announces the arrival of the omnichannel distribution era.
任小东Forget It! In the Future, It's Still the Top Big Brands That Will Bring Profits to Distributors!
Recently, the author has noticed many media outlets are pessimistic about big brands, with articles like 'Big brand distributors quit without hesitation' and 'Big brands will gradually be abandoned by distributors.' However, in the author's view, it is still the big brands that will truly bring profits to distributors in the future! The industry is currently in an adjustment period, and it is expected that improvements may come as early as 2018. Let the author explain in detail: Currently, distributors want to eliminate big brands because these brands have high industry visibility and transparent profits, coupled with high sales targets set by manufacturers. Although distributors bear great pressure, they do not receive corresponding returns, resulting in low profits.
New DistributionWhy Is Mengniu Continuously Trying to Deepen Its Internet Channels?
The internet and new retail are profoundly impacting the dairy industry. Mengniu, which rose from a traditional offline distributor system, has never stopped trying to transform itself, continuously adapting to channel changes and making innovative attempts. It launched a WeChat-exclusive product 'Slow Burn' and signed a three-year, 10 billion yuan deal with JD.com.
New DistributionIncreasingly Anxious Traditional Chinese Liquor: How to Seize the Youth Trend?
During the Spring Festival, gatherings are indispensable, and liquor is a must-have for every household. Whether it's a family feast or a romantic candlelit dinner, different occasions call for different types of alcohol, from champagne and baijiu to imported spirits like Hennessy and Remy Martin. This article explores the advantages and anxieties of the traditional Chinese liquor industry, including market trends, consumer psychology, and the need to adapt to younger generations.
SylviaProduct Has No Market, How Can Marketing Save It?
If you're in an interview and given a bizarre drink with five times the sugar, you might think it has no market. But there are ways to market such products, such as targeting niche audiences, changing the product's use, or attaching labels to create a purchase reason. Real cases like Edward Bernays' 'Torch of Freedom' campaign for women's cigarettes and Airbnb's cereal sales during the 2008 election demonstrate the power of labeling.
New DistributionThe Formidable Nestlé Empire
Nestlé's 'formidable' nature lies in its products being everywhere in your life. In the 2017 Fortune 500, Swiss-based Nestlé retained the top spot in the food and beverage industry, ranking 64th overall, with 2016 revenue of CHF 89.5 billion (approximately USD 93.796 billion), making it a true behemoth. With 151 years of history, Nestlé owns over 2,000 international and local brands, operates in 191 countries, and its product lines span dairy and ice cream, beverages, prepared foods and cooking products, pet care, and nutritional health skin products.
New DistributionWhich Consumer Goods Will See a 'Drop' in Prices This Year?
As the year-end traditional sales peak season approaches, many categories including baijiu, milk, and beverages are seeing price increases. However, due to social upgrades and changing consumption habits, previously popular industries are now experiencing slow growth or even decline. A review of statistics by Nandu reporters found that high-sugar beverages, instant noodles, biscuits, and beer were among FMCG products that saw declining consumption trends and production volumes last year. Industry experts point out that these changes are prompting related FMCG companies to adjust their strategies, including product upgrades and price adjustments.
New DistributionBig News! Mengniu Enters WeChat Business, Social E-commerce May Become a New Channel for Brand Distribution?
In the朋友圈 of every FMCG professional, there are likely some friends doing 'WeChat business'. In most people's impression, WeChat business people are 'idle' individuals who constantly post chicken soup and motivational stories, recruiting downlines, seemingly no different from pyramid schemes. However, the market transaction scale of WeChat business reached nearly 700 billion yuan in 2017, surpassing many industries. After rapid development, social e-commerce represented by WeChat business has become a new distribution model with large-scale sales.
新经销团队Selling Just One Product, These Companies Thrive
Wang Laoji grew from 180 million to 600 million in one year, and from 600 million to 1.5 billion in another year. Six Walnuts took 4 years to go from 0 to 360 million, 2 years to reach 1.5 billion, and 1 year to hit 3 billion. Laoganma took 12 years to grow from 50.14 million to 2.05 billion, and 3 years to go from 3.72 billion to 4.5 billion. These brands rely on a single strong product to thrive, using the big single-product model to achieve explosive growth and market dominance.
桂圆Up to 30% Price Hikes! Yili, Mengniu, Bright, Biostime... Dairy Industry Price Increase Wave Hits!
According to field research, leading companies such as Master Kong, Uni-President, and C'estbon have already put price increases on the agenda, and the dairy industry leaders have also taken collective action. Research reports from Guojin Securities, CICC, and CITIC Securities show that since the end of 2017, Bright Dairy, Yili, and Mengniu have raised prices on some products in their advantageous regions. Bright Dairy first raised prices on home-delivered pasteurized milk by about 5% at the end of 2017, and in January the increase covered all channels. Due to the short shelf life and fast turnover of pasteurized milk, the price increase has already been reflected at the retail level.
New DistributionWhy Six Walnut Is the Last Billion-Yuan Single Product?
When we open Baidu and type 'billion-yuan single product', a variety of news such as 'XX is hitting a billion', 'XX is aiming for a billion', and 'The fall of a billion-yuan XX' fill the screen. The hottest topic is 'Six Walnut', with headlines like 'Six Walnut repeatedly attempts IPO', 'Why Six Walnut sells so well', and 'Six Walnut advertising marketing'. Billion-yuan single products are the common goal of brand owners, who are always looking for the next billion-yuan category or hoping to turn existing products into billion-yuan successes. However, the author believes that in today's era of personalized consumption and fragmented channels, after Six Walnut, there may be no more opportunities for billion-yuan single products.
袁来From a Small Vinegar Factory Twenty Years Ago to an Annual Output of 100,000 Tons: This Aged Vinegar is Now Aiming for an A-Share Listing
Shanxi Zilin Vinegar Industry Co., Ltd. (Zilin Vinegar), a vinegar producer, is preparing for an A-share IPO. The company, located in Qingxu County, Shanxi Province, known as the 'Capital of Vinegar in China,' is a high-tech enterprise in the brewing industry with microbial fermentation as its core technology. Its products include brewed vinegar, health vinegar, fruit vinegar, vinegar drinks, compound fruit juice drinks, and brewed cooking wine. It is a national key leading enterprise in agricultural industrialization with brewed vinegar as its main industry, and a standing director unit of the China Condiment Association.
New DistributionSeveral Details That Must Not Be Overlooked When Boosting Sales
When it comes to boosting sales, many people immediately think of advertising, consumer promotions, trade promotions, pushing inventory to distributors, or paying for display space. However, there are many other effective methods that are often overlooked, such as category management, solving out-of-stock issues, changing cooperation models, adjusting displays without a budget, and improving the promotional atmosphere. This article explores these details and provides practical advice for enhancing sales.
李政权Red Bull Is by No Means the Next JDB
The Red Bull trademark dispute, unlike the Wanglaoji-JDB case, centers on trademark rights rather than packaging design, with clear contractual agreements and unauthorized use, making it unlikely to result in shared rights.
罗雨Behind the Food Price Hikes: Product Innovation and Upgrades Driven by External Pressures
The concentrated price increases in the food industry erupted collectively as the 2018 Spring Festival approached. In the past week alone, food giants Master Kong and Uni-President were reported to have raised prices for beverages and instant noodles simultaneously, adding to the beer, liquor, and dairy companies that had already announced price hikes in early January. Suddenly, the entire FMCG industry was discussing this aggressive wave of price increases. External pressures are the 'booster' for the price hikes. Looking at the external environment, the gradual recovery of the global economy since last year has driven up prices of global bulk raw materials. Additionally, the environmental protection tax officially implemented on January 1, 2018, has added to the burden on food companies across the supply chain.
澄韵The "Cat and Dog" Wine War Heats Up: Are Traditional Wine Merchants Facing a Life-or-Death Crisis?
The "Cat and Dog" battle between Tmall and JD.com over the wine business is intensifying, posing a potential existential threat to traditional wine distributors. As both e-commerce giants aggressively court major liquor brands and expand their reach, traditional channels must adapt or risk being left behind.
云酒2017 Beverage Brand Reputation Research Report Released: Did Your Favorite Brand Make the List?
Recently, the Big Data Laboratory of the China Statistical Information Service Center released the "2017 Beverage Brand Reputation Research Report." Based on data mining technology independently developed by Homepage Big Data and the HOME BA big data collection system platform, the report selected 20 prominent brands from 135 in the beverage category, including Pepsi, Fanta, Red Bull, Huiyuan, JDB, Scream, Master Kong, Coca-Cola, Six Walnuts, Lulu, Mizone, and more.
New DistributionNew Marketing Thinking in the New Retail Era: Heihei Light-Fat Drink Kicks Off the 2018 Spring Festival Sales Battle!
The concept of 'New Retail' was hot in 2017, with internet giants laying out offline retail stores as a mainstream trend, while traditional food and beverage companies also explored their own 'New Retail' paths. 'New Retail' combines the diversity of online purchasing with the advantages of scenario-based experience and instant gratification of offline consumption, with efficiency as its core to reduce customer acquisition costs. 2017 was a year for traditional food companies to explore New Retail, and 2018 may be the first year of explosive New Retail layout. The significance of New Retail layout for traditional food and beverage companies lies in efficiency first...
New Distribution68-Year-Old 'Lulu' Is Restless
68-year-old Chengde Lulu is striving for 'self-rescue,' but turning things around seems difficult. Despite launching new products and restructuring, its performance continues to decline, and it faces challenges from brand limitations and legal disputes.
New DistributionCarlsberg Beer: An Untold but Colorful Story in China
The story begins in 1999 with Sunny Wong, a Hong Kong local who had worked at Carlsberg for many years. He joined Carlsberg in 1987 as a sales manager and eventually became general manager for North China. In 1999, at age 45, he was told the company was pulling out of China, and he might lose his job. This was a pivotal moment for both him and Carlsberg.
Jeffrey TowsonThe Upgrade Challenge of Liquid Milk
The milk powder formula registration system has standardized the infant formula industry, while another dairy category, liquid milk, is also undergoing upgrade challenges. The melamine incident not only affected milk powder products but also drastically reduced consumer favorability towards domestic liquid milk, allowing imported liquid milk to enter and capture market share. Currently, imported brands continue to flow in, while recovering domestic brands aim to regain lost ground, with 'upgrade' becoming a common goal for both sides. From ambient milk to low-temperature milk, and from regular milk to organic milk, categories are expanding. How to cultivate consumers...
New DistributionWhy Is Wanglaoji's Herbal Tea Shop Not Reliable?
After a five-year legal battle with JDB, Wanglaoji officially announced in December 2017 that it would open physical herbal tea shops. While many praised this move, the author argues that despite the logical category extension, Wanglaoji's herbal tea shops are not reliable due to overambitious expansion plans, supply chain challenges, and a mismatch with young consumers' preferences.
袁来A Brief History of Milk (Collector's Edition)
Throughout human history, milk has been the beverage that has accompanied humanity the longest and is most inseparable from daily life, second only to water in importance. This article traces the global and Chinese development of milk, from early domestication to modern UHT processing.
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