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 135 of 196
Why Is Channel Also a Core Competitiveness in China?
Philip Kotler, the "father of modern marketing," once said that marketing channel decisions are the most critical decisions management makes, as they directly affect all other marketing decisions. This article explains why distribution channels are a core competitiveness for companies in China, using examples like Alibaba and JD.com, and provides guidance on designing effective sales channels.
麦克What Are Chinese Consumers Willing to Pay for Now?
Over the past decade or so, we have conducted annual and semi-annual surveys of Chinese consumers to gauge their pulse. In just this short period, we have witnessed significant changes in Chinese consumers, especially in their purchasing behavior and attitudes toward what and how they buy. A decade ago, people were focused on getting the most value from every hard-earned yuan. Now, with rapid income growth, Chinese consumers are increasingly favoring higher-quality, higher-priced products and are more willing to spend on services. However, with more money comes more choices, and today's Chinese consumers have a wider range of options than ever before.
New DistributionMonster Energy Wins Lawsuit, May Reclaim 'Monster' Name in China
If Monster Energy can reclaim the 'Monster' trademark, it will boost its brand recognition in China and help clear out copycat brands. The company, currently known as 'Claw' in China due to a trademark squatting issue, won a court ruling that may allow it to use 'Monster' again.
赵晓娟Before the Collapse! Unmanned Shelf Companies Must Transform or Die
The unmanned shelf sector has seen major moves recently, from acquisitions and mergers to business integrations. After a year of development, the low-barrier positioning game has ended, and issues like high loss rates and profitability challenges have surfaced, with 'more shelves, more losses' becoming common. Companies are now pivoting to technology upgrades or model transformations to survive.
螃蟹 启明Vitasoy Faces a 'Crisis Amid Prosperity': Beverages Repeatedly Denied Entry, High-Level Reshuffle Fails to Mask Channel Deficiencies
Recently, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) announced that in November 2017, a batch of Vitasoy soy milk drinks (480ml) was denied entry due to the excessive use of nutritional fortifier D-calcium pantothenate. This batch, totaling 2.2 tons, was imported by Shenzhen Yilingjiu Trading Co., Ltd. Prior to this, Vitasoy had also been denied entry on similar grounds, topping the 'blacklist' in September with 63 batches of substandard beverages.
New DistributionWahaha's Midlife Crisis: The Rise of New Channels and the Obsolescence of 'Extraordinary Marketing'?
Before the birth of 'Three Squirrels', its founder Zhang Liaoyuan was an ordinary marketer at a local food company. A decade later, the brand surpassed 10 billion yuan in cumulative sales, symbolizing the e-commerce miracle on Taobao. This story highlights the shift in the food industry from traditional channel dominance to new channels and brands, as exemplified by Wahaha's decline and the rise of new players like AKOKO.
崔艳Founder of Unmanned Shelf: I Underestimated Human Greed and Overestimated the Quality of White-Collar Workers!
Some predict that unmanned shelves will become the next 'shared bikes', with massive capital inflows leading to extreme market expansion, but due to low barriers and lack of differentiation, they may easily fall into the same subsidy war, leaving a mess after the battle. Recently, many office buildings in first- and second-tier cities have added an office 'convenience store', with shelves stocked with various snacks, each carrying a QR code for quick payment. Ma Yun...
电商君Top Ten Predictions for the Food and Beverage Industry in 2018
Benefiting from consumption upgrades, the food and beverage industry maintained significant growth this year, with 63 of 89 companies reporting year-on-year increases in net profit attributable to parent companies in the first three quarters. After the industry's recovery in 2017, Ping An Securities has proposed ten predictions for 2018, covering areas such as the closing of the upward channel for famous liquor, the expansion of dairy giant Yili into the soy milk market, and the acceleration of compound seasoning growth.
New DistributionPost-80s Wine Merchant Starts with 10,000 Yuan, Reaches 10 Million in 3 Years—Why Is He Called the 'New Product Trendsetter'?
Sun Yaochi, a post-80s general manager of Kaifeng Shengyu Xiang Trading Co., Ltd., started his wine business with only 10,000 yuan in 2012 and achieved annual sales of over 10 million yuan by 2015. Known for his ability to spot and launch new products successfully, he has been dubbed the 'New Product Trendsetter' in Kaifeng's wine industry.
云酒Jiajia Food's 'Mr. Bean': How to Achieve Differentiated Marketing in the Soy Sauce Category?
The soy sauce category, whether in the eyes of FMCG professionals or the general consumer, is the most 'traditional' and 'ordinary' product. Traditional products, traditional packaging, traditional image, like the air in people's lives, remain unchanged. Even when changes occur, they are often just 'old wine in new bottles.' However, on the last day of 2017, Jiajia Food seized the final opportunity of the year to launch a 'new era' soy sauce product—Mr. Bean. From product quality to packaging to brand image, Jiajia has endowed the soy sauce category with a completely new differentiated style from head to toe.
New DistributionSuggestions from Wahaha, Master Kong, Coca-Cola, and Pepsi for the Development of the Soft Drink Industry over 18 Years
According to data from the National Bureau of Statistics, from January to September 2017, China's soft drink output reached 158.956 million tons, a cumulative increase of 6.7%. Where is the future of China's soft drink industry? In this article, four leading companies in China's beverage industry share their food and beverage development plans and their current judgments on China's beverage industry, while financial and economic experts analyze China's current economic environment and industry policies.
荣格At 18! Zong Qinghou Goes to the Countryside, Tao Huabi Marries, Zhong Shanshan Works as a Mason, Zhang Liaoyuan Fails in Business... May You Wander Half Your Life and Return Still Young
The article reflects on the trend of people posting their 18-year-old photos, marking the adulthood of the last batch of the post-90s generation. It then profiles several FMCG legends at age 18, including Zong Qinghou, Tao Huabi, Zhong Shanshan, Zhang Liaoyuan, and Gao Qingyuan, highlighting their early struggles and achievements.
New DistributionMarketing from 0 to 1: Do You Know These 5 Tools?
When you take over marketing for an O2O driving school platform, you need to move beyond product-centric tactics. By using tools like the ten demand templates, consumer decision model, PMO theory, and ladder theory, you can identify the core need (convenience), set a marketing goal (trial experience), and connect with users effectively.
舒华平Soy Milk Industry Heats Up: Silk American Soy Milk Makes Waves
The billion-yuan soy milk market has entered a period of rapid growth. In 2017, soy beverages became the hottest drink category in the FMCG industry, with major brands like Vitasoy, Dali, VV, and Tianwo entering the market, stirring up the once-calm soy milk sector. Recently, Yili also launched its soy milk brand 'Zhixuan' to seize market share, while numerous second- and third-tier companies are jumping on the bandwagon to capitalize on the industry's growth. With a billion-yuan opportunity at stake, the 'soy milk positioning battle' is fiercely competitive.
New DistributionHow Did These Food Industry Giants Get Their Brand Names? Do You Know?
As an intangible asset of a company, a name holds a pivotal position in the industry. Behind these well-known food brands lie fascinating stories that every food industry professional should know. From Wahaha's public naming contest to Master Kong's health and respect connotations, each name carries a unique tale.
New DistributionA New Look Doubles Sales! From Yili, Wahaha, Wanglaoji to Xiaoming Classmate—Brands Get a Makeover
Unique packaging is the best expression of a product's personality. In a society where appearance matters, even classic products need innovative packaging upgrades. In 2017, many brands changed their looks, whether through design upgrades or color innovations, and re-launched with fresh images to capture attention.
New DistributionBehind Fosun's Takeover of Tsingtao Brewery: A Choice of No Choice for All Three Parties
Fosun Group's acquisition of Tsingtao Brewery has drawn significant market attention, but behind the deal, all three parties may have their own considerations and constraints. On the evening of December 20, Tsingtao Brewery announced that Fosun Group would acquire Asahi's 17.99% stake for HK$6.617 billion, while Tsingtao Brewery Group would repurchase the remaining 1.99%. The deals are expected to close by March 28 and March 30, 2018, respectively.
栗君The Catering Channel in the New Era Deserves a Fresh Approach
Once hailed as 'those who win the catering channel win the market' 15 years ago, the catering channel is now fiercely contested by numerous liquor brands. It's time to reassess its value. With changing consumer behavior and the rise of group-buying channels, the catering channel has evolved significantly, and brands must adapt to new dynamics.
牛恩坤Why Have Work Logs Become a 'Chicken Rib'?
After employees submit their work logs to supervisors, they often receive no feedback or interaction. Many managers simply click a button in the management software, and the employee sees a 'read' mark or an automatic 'received' reply, nothing more. Having worked with many companies, I've noticed a common phenomenon: almost every company requires salespeople to write daily work logs and report them to sales or regional managers, but this system is poorly executed and has become a 'chicken rib'.
戈军珍Global Overview of Natural Healthy Beverages: Where Is the Next Hot Spot?
Given current dietary trends, manufacturers are striving to find new ingredients for product development, seeking the 'next big thing' after the unstoppable coconut water. Growth categories include natural mineral water, which offers advantages such as suitability for various drinking occasions and excellent hydration, and is also used as a hydration substitute during and after exercise due to consumer concerns about sugar and artificial ingredients in sports and energy drinks. In fact, every natural mineral water brand has a specific and identifiable source, allowing brand owners to craft marketing stories that build trust and traceability.
New DistributionFang Gang: Is the Power of Brands Still Worth Believing?
China has two cities known for beer: Harbin and Qingdao, ranking first and third in per capita consumption, with Shenyang, birthplace of Snow Beer, second. While attacking these cities with new brands was once seen as suicidal, recent visits reveal that local century-old brands are no longer the top choice, prompting a deep reflection on whether brand power still holds.
方刚Tormented Brand Owners: Should They Cooperate with B2B or Not?
In recent years, due to the overall environment, most mainstream brand owners face significant growth pressure: aging products, insufficient innovation, high channel costs, and reluctance to raise prices or cut staff. Despite efforts like inventory pushing, promotions, and expanding outlets, sales remain stagnant. Industry data confirms this, with Bain's recent report showing only 3% growth in China's FMCG market in 2016. This article explores whether brand owners should cooperate with B2B platforms, how to do so without harming existing business, and offers strategic advice.
赵波What Are FMCG Brands Really Anxious About?
The FMCG market is sluggish due to multiple factors such as channel and new product changes. Wang Laoji's controversial marketing campaign reflects the industry's marketing dilemma, as traditional marketing myths are being surpassed by internet brands.
刘志刚JD New Distribution Positions 2018 as a 'Key Development Year', Targeting Coverage of 1 Million Small Stores!
As 2017 draws to a close and 2018 approaches, JD New Distribution, a leading FMCG B2B platform, marks its second anniversary. After two years of exploration, the company has laid a solid foundation and refined its model. For 2018, it aims to cover 1 million small and medium-sized stores, including 50,000 JD convenience stores, by focusing on brand partnerships, value-added services, and B2B logistics upgrades.
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