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 139 of 196
Jiangxiaobai's Entry into Sichuan: An Alternative Approach to Deep Distribution
Despite the adage 'Don't enter Sichuan in the west, don't enter Anhui in the east,' Jiangxiaobai created an industry legend in Sichuan. Many attribute this to its marketing communications, but its traditional marketing prowess, especially in channel distribution and promotion, is equally strong. Even if your IP is hugely popular, if your product cannot reach consumers through channels, everything is zero. Therefore, before Jiangxiaobai's IP, content, and self-media marketing took off, its marketing team worked with platform partners to adopt a combined online-offline human-wave tactic to deeply cultivate channels. This article details Jiangxiaobai's deep distribution model using the Chengdu campaign as an example.
杨叶护What's the Real Profit Logic Behind 'Second Item Half Price'?
A drink that wasn't selling well becomes a hit when labeled 'second item half price.' This marketing tactic, seen everywhere from KFC to local shops, works by leveraging consumers' desire for bargains, boosting sales of specific items, and employing economic principles like price discrimination and diminishing marginal utility.
韦柳坤He Gave Up a High-Paying Job to Go into Business, Faced Many Ups and Downs, and Became a Billionaire with Just a Snack!
Some say that to achieve great things, one must look to the world. But some people focus on small things around them and turn a simple snack into a big industry. Who is he? He is Chen Xianbao, the founder of Qiaqia Food.
石榴姐Invisible Swordplay: The Decade-Long Price War Between Jinmailang and Baixiang
With fifteen years in the instant noodle industry, the author has witnessed its cycles, the shifting rankings of industry giants, and the impact of different price points. This article explores the rivalry between Jinmailang and Baixiang, focusing on strategic decisions at the top and the fierce competition on the ground.
常建峰Coconut Water Has Grown into an Increasingly Mature Beverage Category!
Coconut water sales continue to rise in multiple global markets, evolving from a trendy health drink into an increasingly mature beverage category. According to Euromonitor International, retail sales of coconut water in the U.S. have approached $2 billion. In China, a Mintel report shows steady growth in plant-based protein beverages perceived as nourishing, with coconut drinks being the fastest-growing subcategory.
何丹琳From Salesperson to Sales Director: Three Major Leaps and Seven Disciplines
Marketing is the 'daring leap' from product to currency, and the marketing director, as the highest sales executive, bears critical responsibility. Generally, a marketing director must undergo three major leaps—from novice to professional, from top performer to regional manager, and from managing one area to overseeing the whole—and then master seven disciplines, including industry foresight, decision-making, communication, leadership, competitive analysis, professional competence, and personal charisma.
草根英雄Li Qian: From Investor to Entrepreneur, Why I Entered the Leisure Snack Industry?
Recently, a company called 'Youqingxu Snacks' has come into people's view. Unlike traditional snack business models, Youqingxu has taken a 'multi-brand development' path from the start, with brands such as 'One Person Drinks Alone', 'Fan Jianwen', and 'Pufferfish Fake Chips'. Moreover, each product's brand power is explosive, with striking design and emotionally resonant copy. In August, its Youzan store went live and created multiple sales phenomena.
New DistributionMozzila's Innovation, Ambrosial's Harvest: Where Did Bright Fail?
Three years ago, the author often cited Mozzila as a benchmark for mainstream gear shifting. Now, Ambrosial has far surpassed Mozzila in sales, with last year's sales exceeding 10 billion and this year's projected to exceed 15 billion. The author argues that while product and brand are similar, the key differentiators are channel and team management, and that management rigor is crucial for success.
刘春雄A Century-Old Empire: Coca-Cola's Decade-Long Journey to 'Decarbonation'
Founded in 1886, Coca-Cola is the world's largest beverage company, selling over 500 brands in more than 200 countries. Its flagship carbonated soft drink is the world's best-selling soda, while other brands like Sprite, Fanta, Smart, Minute Maid, and Ice Dew are household names in China. Amid the recent health trend, high-sugar, high-calorie carbonated drinks have been criticized, with Coca-Cola even being named by the UK government as a culprit in diabetes and obesity. The carbonated beverage industry is struggling, and Coca-Cola's revenue and profits have been on an irreversible decline since 2011, hitting a 30-year low last year.
New DistributionEternal Asia's New Distribution Strategy Takes Off: 'Sanhao Festival' Achieves 'Three-izations' for Brands and Retail Outlets
As internet e-commerce impacts offline distribution, traditional retail models struggle to meet higher consumer experience demands and face global competition. In 2016, JD proposed New Channels and Alibaba proposed New Retail. China's distribution industry urgently needs transformation, and Eternal Asia, a supply chain service provider, introduced the concept of New Distribution in its 20th year. With an open, cooperative mindset, it embraces the internet to achieve resource, information, and capital sharing from upstream to downstream, liberating partners from old constraints.
New DistributionTsingtao Brewery Faces Midlife Crisis as Second Largest Shareholder Dumps Stake
As the post-90s generation begins to face their own 'midlife crisis', Tsingtao Brewery, China's second-largest brewer, is confronting a similar challenge. After eight years of partnership, Japan's Asahi Group is considering selling its entire 19.99% stake in Tsingtao, prompting speculation about industry consolidation and the future direction of the iconic brand.
朱亦丹Off-Season Work Manual for the FMCG Industry
As autumn arrives and beverage sales enter the off-season, this article explores strategies to keep the market active. It emphasizes shifting mindsets, integrating product lines, expanding channels, strengthening customer relations, providing systematic training, and enforcing market assessments to ensure off-season sales remain robust.
崔自三COFCO's China Foods Sells Great Wall Wine Business, Transforms into Specialized Beverage Platform
On the afternoon of October 16, China Foods Limited, a subsidiary of COFCO Group, announced the sale and divestiture of all its wine and other non-beverage businesses centered on the 'Great Wall' brand. These assets will be sold to China Foods (Holdings) Limited, a wholly-owned subsidiary of the controlling shareholder COFCO Group, for a total transaction value of approximately HK$5.069 billion (RMB 4.277 billion). COFCO Group stated that China Foods will become the sole specialized beverage platform under COFCO Group, focusing solely on the beverage business in the future.
New Distribution2017 China Online Snack Consumption Trends Report! Unveiling 7 Truths Behind Alibaba's Big Data!
On September 26, CBNData released the '2017 China Online Snack Consumption Trends Report', based on Alibaba's big data, providing a comprehensive insight into the development trends and consumption characteristics of China's online snack industry. From it, we can glean many highlights.
New DistributionPrince Milk Founder Li Tuchun: I Want to Revive Prince Milk
After five years of silence, Li Tuchun, founder of Prince Milk, is speaking out again, seeking to restore his equity, reclaim the '1815 line assets', and recover the 'Prince Milk' trademark. Despite his efforts, the brand's market position has weakened significantly, and its revival seems unlikely.
侯隽Does Tsingtao Brewery, After Eight Years of Slump, Still Have a Future?
Tsingtao Brewery, a globally recognized brand with a value exceeding 100 billion RMB, has failed to deliver returns to shareholders over the past eight years, with its stock price declining from 2010 to 2017. This article analyzes the reasons behind Tsingtao's downturn, including industry competition, overcapacity, price wars, and strategic issues, and explores its future prospects.
ZliyaThere Is No Such Thing as a 'Traditional' Industry, Only Brands Needed in the Information Age
Why are traditional brand giants like P&G declining, while brands in 'traditional' industries like Three Squirrels are rapidly rising? This article explains the survival logic of brands in the information age. The decline of traditional brand giants: P&G, a master of traditional branding, has seen sales remain dismal despite strategic transformations. In fiscal years 2015 and 2016, annual sales fell by 5% and 8% respectively, with all four quarters of fiscal 2016 declining year-over-year, and the first two quarters of fiscal 2017 only roughly flat.
漩涡Xiaoguan Tea: If the Product Isn't Different, Then Play with Packaging...
Xiaoguan Tea, created by Du Guoying, known for products like Back-Back-Brace and 8848 Titanium Phone, aims to combine cultural and brand tea. By leveraging 'Master-made' concept, premium packaging, and offline stores with CCTV advertising, it seeks to establish a differentiated brand in the tea market.
小云子When Traditional Marketing Models Hit a 'Dead End', Manufacturers and Distributors Must Restructure Their Marketing!
Yang Yonghua, Chairman of Guanfeng Zhiye Group, argues that as China's market has shifted from shortage to surplus, traditional marketing theories like 4P and deep distribution have become ineffective. He proposes a 'restructuring' approach, moving from a focus on 'how to sell' to 'why customers buy', emphasizing customer experience, product innovation, and adapting to the mobile internet era.
杨永华The Tale of Three Waters: Evergrande Spring's Arrogance, Nongfu Spring's Sentiment, and Evian's High-Class Appeal
This article examines the contrasting strategies of three bottled water brands in China: Evergrande Spring's failed attempt at high-end positioning due to unclear targeting and excessive advertising, Nongfu Spring's success through emotional branding and design, and Evian's premium image built on storytelling and scarcity.
New Distribution11 Tips for Marketing 'Newcomers'
After eight years in the workforce, the author shares 11 tips for marketing newcomers, emphasizing systematic learning, independent thinking, practice, and continuous self-improvement. The article also includes a recommended reading list of 10 books for marketing newcomers.
漩涡Domestic Beer Giants See Sales Recover, Aim for Mid-to-High-End Market
Domestic beer seems to be recovering. Recently, industry giants including China Resources Beer, Tsingtao Brewery, and Yanjing Beer released their first-half 2017 results, showing varying degrees of growth in revenue, profit, and sales volume. To reverse the industry downturn, these companies are transforming through 'premiumization and capacity reduction,' including phasing out low-end capacity and launching mid-to-high-end craft beers. However, He Yong, deputy secretary-general of the China Alcoholic Drinks Association, noted that the industry is still in a structural adjustment period that may last 2-3 years, so a true recovery is not yet certain.
吴容Coca-Cola Acquires Sparkling Water Brand to Reduce Reliance on Sugary Sodas
Coca-Cola has acquired Mexican sparkling water brand Topo Chico for $220 million from its Latin American bottling partner Arca Continental, potentially expanding its sparkling water business in the U.S. Topo Chico, known for its sugar-free, calorie-free, and low-additive sparkling water, will join Coca-Cola's Venturing & Emerging Brands unit, which aims to nurture the next billion-dollar brand.
董芷菲The Rising Post-95s Market Is Ruthlessly Punishing Brands That Don't Understand 'Playful, Edgy, and Irreverent'
Why don't today's post-95s like using brands their mothers use? How does online 'pick-up artistry' teach nerds to efficiently attract women? How did the new fitness religion of 'self-discipline gives me freedom' become popular? This article explores these questions, arguing that the post-95s are a distinct group shaped by social media, who use labels to navigate social interactions, and that brands must adapt by offering products that serve as social labels and embrace a playful, edgy, and irreverent attitude.
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