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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 140 of 196
Earning 10 Billion, Nongfu Spring's Zhong Shanshan Aims Much Higher!
Zhong Shanshan, a reclusive billionaire and the mastermind behind Nongfu Spring and Yangshengtang, is a Zhejiang businessman known for his unique marketing flair. From humble beginnings as a bricklayer and journalist, he built a business empire spanning beverages, health products, and agriculture, earning him the nickname 'Lone Wolf'.
New DistributionCan the Infant Formula Industry Turn the Corner Under the New Registration System?
The infant formula industry in China has suffered from a fragmented competitive landscape, but the government's new registration system is set to consolidate the market, potentially benefiting domestic brands. This article analyzes the industry's past struggles, the impact of the registration system, and which companies are likely to gain.
飞鼠溪A Brief History of Wedding Candy: The 'Golden September and Silver October' Wedding Season Heats Up New Business Opportunities!
As the 'golden September and silver October' wedding season arrives, couples share their joy by distributing wedding candy to guests. Wedding candy has a long history and has evolved with the times. This article reviews its evolution and current market landscape.
New DistributionQiaqia, Dali, Three Squirrels... How Did These Brand Names Come About? (And the Häagen-Dazs Twist at the End)
In the food industry, a catchy brand name often becomes an intangible asset for a food company. This article explores the origins of famous brand names like Nestlé, Dove, Coca-Cola, Pepsi, Want Want, Oreo, 7UP, RIO, Minute Maid, Wahaha, Master Kong, Wanglaoji, Six Walnuts, Jinmailang, Three Squirrels, Huiyuan, Xizhiliang, Mengniu, Morshynska, Xiaoshile, XS, Dongpeng, Eros, Dali, Xiangpiaopiao, Special Forces, Qiaqia, and Häagen-Dazs, revealing the stories behind each name.
New DistributionFounder of Uni-President: A Primary School Graduate Who Became a Food Industry Godfather
Uni-President is a household name in China's FMCG sector, known for its enduring bestsellers like instant noodles and milk tea. In April 2016, the founder of Uni-President Group, Taiwan's food industry godfather Kao Ching-yuen, passed away. Beyond the sorrow, there is immense admiration for his life journey. In the spring of 1958, Momofuku Ando built a small shed of less than 10 square meters in the backyard of his home in Osaka, Japan, as a research lab for instant noodles. He found an old noodle-making machine, bought a wok with a diameter of 1 meter, and ingredients such as flour and cooking oil, and immersed himself in experiments day and night, which led to the invention of instant noodles that later swept the world.
何天娇Distributors: How to Build a Personal Brand?
To succeed in business, you need resources such as capital, technology, connections, and customer channels, but these are often held by others. As an entrepreneur, you must learn to integrate others' resources, which requires building trust and a positive personal brand through systematic planning and action.
潘文富In-Depth Report: How Mengniu Dairy Is Adjusting Its Strategy for a Fresh Start
In the first half of 2017, Mengniu Dairy's net profit was only one-third of Yili's. This report examines Mengniu's development trends for the second half of the year and beyond, covering raw milk costs, market competition, and strategic reforms.
于杰、申晟The Future of Major Distributors: From Product Mix to Category Mix
The transformation of distributors involves not only changes in business models but also in product mix strategies. Traditional product mixes, such as relying solely on well-known brands or combining them with lesser-known ones, are being challenged by new factors like the struggles of major brands, price transparency, and consumer acceptance of non-branded products. The new direction is a platform-based approach combining agency brands, private labels, and category integration, with a focus on core functions like product integration and promotion.
刘春雄With Less Than 50 Days to Go, What Are the Highlights of This Year's Autumn Sugar Fair?
The 97th National Sugar and Wine Fair will be held at Chongqing International Expo Center from November 10-12, 2017. With less than 50 days remaining, this article previews the fair's highlights, including new zones, activities, and services, as well as the third China FMCG + Internet Conference.
New DistributionThe Next Decade of China's Dairy Industry: The Era of Category Warfare
This article analyzes the factors that have driven the growth of China's dairy industry over the past 20 years, highlighting the rise and fall of categories such as ambient milk, children's milk, high-end white milk, yogurt, and milk powder. It predicts that the future will be shaped by low-temperature dairy, premiumization, and globalization, and offers strategic recommendations based on category theory.
Mote ChanSoda Water Chaos: Beibingyang's Soda Water Questioned for Concept Stretching
China's soda water market has reached 5.22 billion yuan, and is expected to exceed 20 billion yuan in the next decade. Riding the wave of health consciousness, the market is booming, but Beibingyang's soda water product has been questioned. Investigation reveals that Beibingyang's canned soda water lacks the key ingredient sodium bicarbonate, not meeting the upcoming group standard for soda water beverages. The company claims it is actually soda sparkling water, but experts say it's a concept stretch.
钱瑜 王子扬New Products Ahead of the Autumn Sugar Fair: 40 New Products in Beverages, Dairy and Dairy Drinks, and Leisure Bakery—Which One Do You Favor Most?
The National Sugar and Wine Fair, known as the bellwether of the sugar and wine industry, is an excellent opportunity for distributors to select products. However, the 97th Chongqing Sugar and Wine Fair, originally scheduled for October 19-21, has been postponed to November 10-12. In the meantime, we have compiled 40 new products launched by major companies in the past two months, covering beverages, dairy and dairy drinks, and leisure bakery.
New DistributionFrom 3000 to 500: The Survival and Death of Milk Powder Distributors
After the implementation of the strictest milk powder regulation, the number of formula brands dropped from 3000 to about 500, leading to a major reshuffle in the market. Distributors face shrinking channels and must reposition themselves and rebuild their channel strategies to survive.
New DistributionIs Dongpeng Special Drink Really Succeeding by Imitating Red Bull?
If imitation is not a good strategy, why has Dongpeng Special Drink achieved a reputation second only to Red Bull? This article explores the reasons behind Dongpeng's rise, arguing that it is not due to imitation but rather the mistakes of the leading brand and its own differentiated marketing strategies.
New DistributionProduct Planning for the Milk Powder Category in Stores: A Matter of Survival
A maternal and baby store on the second floor of a commercial street quietly reduced its store area earlier this year after a period of booming business, with the owner citing high rent; a newly opened store in a residential area often sees few customers, with the owner blaming intense competition. The fundamental reason for the difficulties faced by terminal maternal and baby stores is not rising rents or market saturation, but operational issues. In the maternal and baby market, some stores are losing ground not because of poor objective conditions or market environment, but because of operational problems.
New DistributionThe Most Bizarre Drinks Are All Here! I Dare You to Drink Them!
The author, a self-proclaimed beverage enthusiast, compiles a list of the world's most bizarre drinks, from Japanese 'fresh meat' beverages to Peruvian frog juice, challenging readers to dare to try them. The article also promotes the upcoming 2017 China FMCG + Internet Conference in Chongqing.
New DistributionA New Policy Scatters the Harem: Will Formula Milk Distributors Face an Empty Bed Period?
As the new formula milk policy takes effect, product lines are becoming clearer, and a new round of market and channel reshuffling has begun. At this stage, it is the distributors who decide which brands to partner with, akin to choosing a spouse. The article explores historical selection methods and modern principles for choosing brands.
彭克From "Three-No" Product to Annual Revenue of 4.5 Billion Yuan: How Is This Beloved Snack Marketed?
In the early days, most people considered latiao (spicy strips) an unhealthy food. But with the frequent appearance of Weilong latiao, it gradually became popular. Today, latiao is not only sought after domestically but also very popular abroad. In the US, a pack of latiao costs $7.20, almost matching Starbucks coffee prices. Weilong's success is due to improved production processes and, most importantly, marketing. So how does Weilong market its latiao? Through humorous ad slogans that spread effectively, celebrity endorsements, and other strategies.
石榴姐Nine-Year Battle for Domestic Milk
This is a nine-year report card with mixed reviews: industry insiders see domestic milk quality and safety as near-perfect, but consumers still doubt it after the melamine scandal. The trust issue is not just an industry problem but a social one, and the exam is not over yet.
马肃平The Great Collapse: The Fall of Beingmate, Once the No.1 Domestic Milk Powder Brand
Beingmate, once crowned as China's top domestic milk powder brand, held a top-three market share for years. However, by 2016, its sales plummeted and it suffered massive losses, with revenue dropping 39.02% year-on-year to 2.764 billion yuan and net profit attributable to shareholders falling 853.24% to -781 million yuan. This article explores the reasons behind Beingmate's decline from glory to ruin.
维尼熊Fever Breaks: China's Beer Giants Quietly Retrench—Tsingtao Retreats to Shandong, Yanjing Regroups in North China
In the beer world, most have heard of the rich 'Deadly Dalu Wusu', the authentic Tsingtao No.1 Brewery, and the original Harbin Beer, but outsiders rarely get to taste them. Beer is inherently regional; apart from national giants like Snow, Tsingtao, and Yanjing, most brands are active only in certain areas. In recent years, as the beer market has declined for three consecutive years, brewers have had to 'rearrange the shelves' to escape the mire. Besides adjusting product lines to develop high-end new products and closing low-end idle capacity, the giants are quietly retrenching and returning to their core markets.
杨伟Ten Internal Injuries That Defeat Sales Professionals
In China, there are about 80 million sales professionals. To stand out in this vast sales force and become the pinnacle of the pyramid is a topic worth deep study. Every soldier wants to be a general, but first, you must strive to be an excellent soldier. If you can't even be a good soldier, then talking about ideals is unrealistic. Only by practicing internal skills can you punch powerfully and defeat enemies with every move. Traditional Chinese medicine emphasizes internal regulation and external management, treating from within to cure the disease. This article summarizes ten internal injuries that sales professionals cannot afford.
New DistributionThe Value of Intermediaries: Filter or Sewer?
From offline to online, from physical goods to services, from distributors to platform operators, the work of intermediaries has changed, but the standard of providing value remains unchanged. What is this value? What is the most basic value for intermediaries? By simplifying and drawing analogies, we can find answers from the topic of distributor value. Kotler's classic marketing theory points out that distributors bear eight major values, whether it's negotiation, promotion, or risk sharing, all of which are values relative to brand owners.
黄润霖Shocking! You Think Nestlé Only Sells Coffee, but It Has Already Taken Over Every Aspect of Life...
Nestlé, founded by Henri Nestlé in 1867, operates over 500 factories worldwide and is the largest food manufacturer. Initially starting with infant food, it is renowned for chocolate bars and instant coffee. But if you think Nestlé's business is limited to these, you're mistaken. Let's explore how many business segments Nestlé actually has! Coffee business: 65 years after inventing instant coffee, Nestlé launched Nescafé 1+2, setting a new standard with advanced production technology...
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