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 137 of 196
The First Principle of Marketing: A Paradigm Shift
The 'First Principle of Marketing' is more widely applicable, useful, and powerful than you might imagine. Perhaps you didn't know that banning cigarette advertisements actually protects the tobacco industry!
苗庆显Unleashing New Brand Power: Chinese Companies Sweep Three Global Awards
At the annual event hosted by the China Advertising Association on November 28, industry leaders discussed how Chinese brands can win globally. Focus Media became the first Chinese media company to win top awards at the New York, Busan, and London advertising festivals, signaling China's rising influence in global advertising.
New DistributionP&G, Yili and Mengniu Win the Favor of 150 Million Chinese Households
According to the latest research from Kantar Worldpanel (a CTR company in China), in the 52 weeks to October 6, 2017, 21 FMCG companies had over 100 million urban households purchasing their products. Among them, P&G, Yili, and Mengniu led with more than 150 million households, achieving urban household penetration rates of 92.8%, 89.6%, and 88.1%, respectively. In terms of consumer base growth, Nongfu Spring, Haitian, and Yili were the top three companies with the highest annual growth rates.
凯度消费者指数Reflections on the Revitalization of Henan Liquor (Part 1): Starting with 'Integrity Marketing'
Recently, the provincial government has indeed attached great importance to the 'Revitalization of Henan Liquor' initiative, investing significant effort, and various enterprises have taken action, with owners reportedly very committed. However, whether Henan liquor can truly be revitalized depends on the enterprises themselves; if they fail, government efforts are in vain. From the previous golden decade to today's industry recovery, Henan liquor has not truly seized opportunities to rise, and there are underlying reasons. Unless these are identified and resolved, the revitalization may remain a slogan. Today, under the grand situation of Henan liquor revitalization, this article discusses what aspects need strengthening and change, starting with 'integrity marketing'.
苗国军Dairy Expert Song Liang: Why the Rise of 'Milk Bars' Is Inevitable and a Trend
Song Liang, a senior dairy analyst, argues that the rise of milk bars is both inevitable and a trend, as they meet the objective needs of China's dairy industry, expand consumption channels, satisfy consumer demand for fresh milk, increase dairy farmers' income, and invigorate the market. He emphasizes their role in promoting pasteurized milk in third- and fourth-tier cities and suggests that standardization and regulation are key to their sustainable development.
宋亮Shocking! Nongfu Spring Crosses into Face Masks, Vows to Enter Top Five Cosmetics Brands Within 5 Years!
It is often said that money is easily made from women and children. Recently, water giant Nongfu Spring has also started selling skincare products. On November 26, Yangshengtang launched three moisturizing skincare products made from birch sap, including face masks and toners. This is not a simple trial; in 2018, Nongfu Spring will introduce essences and creams, and will enter the Japanese market. Chairman Zhong Shanshan stated that the company's goal is to rank among the top five cosmetics brands in scale within five years.
徐雯Is the Spring for Soy Milk Really Coming?
I favor soy milk because in the current beverage market, every protein drink has reached its peak, with leading brands like Lulu Almond Milk, Six Walnuts Walnut Milk, Coconut Palm Coconut Juice, and Yinlu Peanut Milk. Soy milk itself is China's national drink—soy milk that has been popular for thousands of years—yet no truly significant soy milk brand has emerged. As an ancient poem says: "Beside the sunken boat, a thousand sails pass by; before the sick tree, ten thousand trees spring to life." There are many beverage subcategories; some are indeed in decline, while more are bursting with unprecedented vitality...
刘鹏Is the FMCG Marketing Department Really in Decline?
The article explores whether FMCG marketing departments have lost their luster compared to internet companies. Through interviews with various professionals, it argues that while FMCG marketing may lag in digital efficiency, its core strength in consumer insight and business acumen remains invaluable.
酸奶哥肖恩A Rundown of Popular Beers: If You Haven't Tried More Than Half, You Can't Claim to Know Beer!
People often say that wine varieties and flavors are dazzlingly diverse, while beer, a common drink on streets and alleys, gets far less discussion. In fact, beer, as a more down-to-earth alcoholic beverage than wine, offers various tastes due to different recipes and brewing methods. We've gathered 15 best-selling beers from 15 countries, each with distinct flavors and nationalities, but all sharing a notable label: famous, tasty, and affordable.
New DistributionCan Wahaha, Propped Up Solely by Zong Qinghou, Withstand the Impact of the New Economic Environment?
It is both the best and worst of times, with new economy giants like Alibaba and Tencent soaring while traditional giants like P&G and Coca-Cola struggle. Wahaha, led by three-time China's richest man Zong Qinghou, saw its 2016 performance halve from its peak, with continued declines in the first half of 2017, prompting Zong to announce a foray into unmanned retail in June 2017.
高京君Always Getting Pushed Around by Retail Buyers? Time for a Comeback?
Huang Jing, a researcher on retail issues, explains why salespeople often get disciplined by buyers and how KA managers can turn the tables by giving buyers valuable information and insights during meetings, thus elevating their status and securing better cooperation.
黄静From Sports Drinks to Cold Brew Tea: New Concept Products from International Beverage Brands
From sports drinks to cold brew tea and low-calorie wine, beverage companies have launched more and brighter new products this autumn and winter, bringing consumers a sense of harvest and reflecting current market trends. This article highlights new concept products from Coca-Cola, Lipton, Nestlé, and others.
FoodailyWhy Are Infant Formula Prices Still Rising in China After the New Policy?
Over a year after the implementation of the so-called 'strictest infant formula policy,' over 600 formulas have been approved. Despite this, prices continue to climb, with many products now retailing at 300-400 yuan per can. Industry data shows a significant shift toward high-end and ultra-high-end products, driven by factors such as parenting attitudes, distribution channels, brand proliferation, and demographic trends.
New DistributionMore Data, Still Can't Understand Customers? Meiyijia, with 3.5 Million+ Daily Footfall, Tries Something New
Meiyijia, based on its membership system and leveraging mini-programs, is opening a community platform offering comprehensive services including products, services, entertainment, consulting, and logistics to provide richer services for members. More and more physical retail enterprises are shifting from serving stores to serving customers—Meiyijia, with over 10,000 stores, has even made this strategic adjustment. For Meiyijia, membership seems even more significant. With over 11,200 stores nationwide, it serves more than 3.5 million customers daily, who not only bring sales but also generate massive data for Meiyijia...
小扣柴扉Why Can't Master Kong and Uni-President Grab the Chinese Consumption Upgrade Cake That Japan's Instant Noodles Can?
Nissin Foods, the Japanese company that invented the world's first instant noodles, is now targeting the mainland market with full force. On November 14, its subsidiary Nissin Foods submitted a listing application to the Hong Kong Stock Exchange. While Master Kong and Uni-President have seen their performance decline for four consecutive years, Nissin's revenue has grown steadily, and it aims to capitalize on the consumption upgrade trend in China's high-end instant noodle market.
New DistributionWant Want's Three Major Categories Grow, H1 Revenue Reaches 9 Billion, Reversing Three-Year Decline
On November 20, China Want Want Holdings Limited (00151.HK) released its interim results for the nine months ended September 30, 2017. The report showed that from January to September 2017, revenue was RMB 13.5854 billion, with April to September revenue at RMB 9.0057 billion, up 6.3% year-on-year. After three consecutive years of decline due to changing consumption habits and market demand, the company's strategic reforms in product structure and marketing have begun to show results.
杨苗苗Juneyao Dairy Joins Forces with This Year's Hottest Minions to Aggressively Enter the 100 Billion Yuan Children's Lactic Acid Bacteria Market!
In the mobile internet era, new marketing is redefining the 4Ps and the industry. Juneyao Dairy has successfully partnered with the globally popular Minions IP to launch the Qimengxing series of lactic acid bacteria drinks, aiming to capture the 100 billion yuan children's market with innovative products, packaging, and marketing strategies.
New DistributionIn Practice: Just These 12 Steps, a Novice Sold New Products Worth 3 Million!
Zhang, a food distributor in Nanjing, primarily handles Mengniu milk and local snacks, with annual sales around 30 million yuan, 70% from milk. Due to short shelf life and low profits, he chose a sauce-flavored liquor brand from Maotai Town, Guizhou. With effective market promotion and manufacturer support, he achieved sales of 3.68 million yuan in the first year.
刘杰Trend: Calming Functional Beverages Continue to Grow, a New Category Set to Explode?
Calming beverages, a new category of functional drinks designed to induce relaxation or promote sleep, are gaining traction. With the global functional fortified beverage market valued at $92 billion in 2015, the calming beverage segment is projected to grow significantly, driven by rising disposable income and consumer demand for stress relief.
逄欣欣、甘婧At Wahaha's 30th Anniversary Celebration, What Big Revelations Did Zong Qinghou Make?
On November 18, Wahaha Group held its 30th anniversary celebration in Hangzhou. Thirty years ago, Zong Qinghou personally hung the sign for Wahaha's 'Hangzhou Shangcheng District School-run Enterprise Distribution Department' in front of a small building on Qingtai Street. Over time, the once obscure roadside shop has grown to have nearly 80 production bases across 29 provinces, municipalities, and autonomous regions, with total assets nearing 40 billion yuan, ranking first in the beverage industry for 19 consecutive years, and a brand value of 53.386 billion yuan. At this milestone, Wahaha also initiated multi-faceted cooperation with Alipay.
New DistributionMistaking B2B for a Channel Is the Biggest Misconception Among Brand Owners!
In the past two years, all FMCG companies have struggled with rising labor costs and declining sales, forcing them to cut marketing budgets and lay off staff. In this harsh environment, brand owners are seeking lower-cost, higher-efficiency distribution models, and B2B platforms have emerged as a new force. However, many brand owners mistakenly treat B2B as just another distribution channel rather than a new distribution model, leading to conflicts and inefficiencies.
赵波Expert Discussion: How Should Brand Owners Complete Channel Transformation?
The 3rd 'FMCG + Internet Conference' hosted by New Distribution was grandly held at Chongqing Yuelai International Convention Center on November 8-9, 2017, attracting thousands of industry distributors, manufacturers, and internet companies from across the country. The following is the roundtable discussion on the morning of November 8, where marketing expert Liu Chunxiong, Youqingxu Technology founder Li Qian, JD Business Unit's Wu Shuangxi, Dinghuobao CEO Jiang Tao, and Yili Group Liquid Milk Business Unit Channel Director Zhang Zhenhua discussed 'How Should Brand Owners Complete Channel Transformation?'
New DistributionAlibaba's Lin Xiaohai: Retail Link is Doing Two Things: Building an Intelligent Distribution Network with Brand Owners and Distributors, and Enabling a Million Small Stores to Embrace the DT Era
At the recent Third FMCG + Internet Conference, New Distribution released the 'China FMCG B2B Competitiveness White Paper', in which Retail Link ranked first in comprehensive competitiveness among 124 B2B platforms in 22 major Chinese cities. During this year's Tmall Double 11 Global Shopping Festival, Alibaba Retail Link achieved impressive results with 600,000 small retail stores participating and a 177-fold increase in transaction value. Behind this, what exactly has Alibaba Retail Link done to become the preferred choice for brand owners, distributors, and small store owners?
New DistributionOverturning Brands, Becoming Asia's No.1! The New Version of "Win in China" Reveals Feihe's Counterattack Strategy
The new version of "Win in China," recommended by Jack Ma, Liu Chuanzhi, and Shi Yuzhu, explores corporate competitive strategy in an era of overcapacity. It documents real business battles, offering inspiration on how domestic brands can overturn foreign brands in global competition. The Feihe episode reveals the logic behind the company's successful transformation, leading to its rise as Asia's No.1 infant formula brand.
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