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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 145 of 196
How Will China Resources C'estbon Expand Its Beverage Territory?
China Resources C'estbon, a co-initiator and drafter of China's national standard for bottled purified water, became the leader in China's bottled water industry with a 20.4% market share in December 2015 (according to Nielsen public data). Currently, C'estbon's ambitions extend beyond bottled water leadership. In 2015, China's functional beverage market reached 60.6 billion yuan, a year-on-year increase of 15.16%. According to authoritative data, by 2020, retail sales of functional beverages in China are projected to reach 163.528 billion yuan, indicating significant room for growth.
New DistributionA 30-Year Brief History of the Condiment Industry: Why Has This Low-Key Market Produced Giants with Trillion-Yuan Market Value?
This article explores the history, classification, key success factors, and investment opportunities in China's condiment industry, highlighting its resilience, high barriers to entry, and potential for growth despite its low-key nature.
龙猫君Top Ten Functional Beverages Online Reputation Report: Red Bull Faces 'Internal and External Troubles', Dongshen Teyin Rises Suddenly
On July 3, 2017, Legal Weekend and Guni International Public Opinion Monitoring Agency released the 'Top Ten Functional Beverages Online Reputation Report (First Half of 2017)'. This article analyzes the online reputation performance of each brand, highlighting Red Bull's polarized reviews, Dongshen Teyin's rise, and challenges faced by other brands.
木祭Yang Yehu, Co-founder of Jiangxiaobai, Reveals for the First Time Why He Left Jiangxiaobai to Earn an Annual Salary of 2 Million!
Yang Yehu, co-founder of Jiangxiaobai, shares his journey from a monthly salary of 2,500 yuan to an annual income of over 2 million yuan in just 215 days, and explains the importance of personal branding and strategic marketing in the FMCG industry.
杨叶护Failed to Sell to Budweiser, Henan Beer 'Local Bully' Jinxing Faces Siege from Snow, Tsingtao, Yanjing
Snow, Budweiser, Tsingtao, Yanjing, and Carlsberg, these five giants have been conquering markets across the country, but they have encountered stubborn resistance in Henan, where their opponent is Jinxing Beer. However, Jinxing Beer, known as 'No. 4 in China, No. 1 in Henan', was not unwilling to join the first tier by attaching itself to a giant, but due to its origin, it failed to sell to Budweiser. A 'suspicious' transfer turned Jinxing Beer from a village-owned enterprise into a family business controlled by Zhang Tieshan and his son. The origin problem was solved, but the market has changed dramatically. With internal and external troubles, how much time is left for Jinxing Beer?
徐霁Japanese Capital Withdraws: How Many People Understand Master Kong's 'Self-Harming' Move?
Wang Yayuan's Hong Kong Stock Circle (victoria-hk-stocks) authorized release; other WeChat reposts require re-authorization. Where there is buying and selling, there is harm. As is well known, FMCG food products have occupied our lives for many years. When it comes to Master Kong, almost every Chinese person has dealt with it. Some have eaten Master Kong instant noodles, some have drunk Master Kong beverages, and even during disasters, Master Kong is often the first to appear in relief efforts. But what many people don't know is that Master Kong is not entirely Chinese; for instance, its beverage subsidiary has one-fifth of its shares held by Japanese interests. However, this situation may be about to change. Let's see what's happening.
宝子Can P&G's Brand Reduction Strategy Succeed?
P&G, known for its multi-brand strategy with over 200 brands, has been cutting brands in recent years. In China, its sales growth has slowed and market share has declined, raising the question of whether this brand reduction can succeed. The article argues that P&G faces challenges such as brand aging, missing the consumption upgrade, and lack of innovation, making the reduction strategy insufficient to solve its problems.
江品醇Chinese Soft Drinks Once Shelved by Foreign Acquirers Return with Nostalgia
Asia Soda, a 70-year-old Chinese beverage brand, has re-entered the market with a new energy drink, Asia Xiongfeng, joining a wave of nostalgic comebacks by domestic soda brands like Beijing's Arctic Ocean and Chongqing's Tianfu Cola. These brands, once acquired and shelved by foreign companies, are leveraging nostalgia and health trends to regain market share, but face challenges in attracting younger consumers.
吴怡Foodies Beware! Top-Ranked Instant Noodle Brand Found with Excessive Coliform Bacteria
The General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) announced that 3.4 tons of Nissin instant noodles were destroyed due to unquarantined chicken ingredients and excessive coliform bacteria. This could negatively impact Nissin's expansion in mainland China, where it aims to grow its high-end instant noodle market.
孙嘉夏 陈祺欣Can Domestic Infant Formula Still Be Saved?
Despite the devastating blow to domestic infant formula, there is still hope if brands shift consumer perception through international market presence, authoritative endorsements, and focusing on value rather than safety.
苗庆显Why Are There Big Brands in Instant Noodles but Not in Dried Noodles?
In my private circle, someone raised this question, and I happened to visit a supermarket over the weekend, so I posted the question with images. I received over 500 comments, and due to limited time, I couldn't reply to each one. Thank you for your attention and thoughts. Today, I don't have a definitive answer, but I'll share some possible reasons.
小马宋Many Brands Fall as Lactic Acid Bacteria Beverage Industry Faces Major Shakeout?
After a period of explosive growth, lactic acid bacteria beverages are showing signs of fatigue. Facing strong competition from substitutes like yogurt and product upgrades, the industry is finally undergoing a shakeout. A Beijing Business Today investigation found that in the Beijing market, low-temperature lactic acid bacteria beverages still dominate, with brands like Junlebao, Mengniu, and Wei Chuan all offering their own products. Promotions are widespread, with buy-one-get-one-free and discounts being common. Overall, the low-temperature lactic acid bacteria beverage industry has entered a bottleneck period, and the industry is facing a ceiling. In the future, with consumption upgrades, some small and chaotic brands may be cleared out.
孙麒翔 王子扬To Excel at Marketing, Look Beyond It
The author argues that true marketing expertise comes from studying areas beyond marketing itself, such as industry dynamics, psychology, management, strategy, and logic. He emphasizes that industry attributes determine the ultimate competitive landscape, and that understanding these external factors is crucial for long-term success.
刘春雄How Should FMCG Professionals Grow in the Internet Era?
Many people think I've grown fast in the past two years and ask for my secret. I think Teacher Liu Chunxiong's assessment of me is quite accurate: cross-border. Let me share my experience: I worked in FMCG for 10 years, in four industries (white liquor, beer, beverages, instant noodles, ham sausage) across six companies, holding various positions such as sales, sales management, marketing, and new media. I'm known as a job-hopping expert. People in the FMCG industry know that such a resume basically ruins one's career; any HR would hesitate to assign important roles regardless of ability.
赵波Market Value 6 Billion! This Southern Carpenter's 30 Years of Focus and Persistence Created China's First Listed Noodle Company!
A northern colleague complained that the north, as a noodle-eating region, lacks a famous dried noodle brand, while Hunan, a rice-eating province, produced Chen Keming. As a Hunan native, I think it's necessary to talk about Chen Keming!
财哥Eight Oddities in the Circle of Friends
A quick overview of the eight odd phenomena observed in WeChat's Moments, ranging from the rapid spread of negative news to the prevalence of miracle products and dubious 'chicken soup' posts. The author humorously critiques these trends, noting that some so-called wisdom may be misleading, yet people accept it blindly.
戈军珍Testing Asset-Light Strategy and Embracing Distributors: Can Master Kong Hold Its Instant Noodle and Beverage Market?
Studying short-term fluctuations is meaningless; it is more interesting to glimpse the methodology of giants changing direction through such fluctuations. Are instant noodles really not selling? In five years, Master Kong's total market value evaporated nearly HK$90 billion. Master Kong, which occupies half of the instant noodle market, is a microcosm of the industry: starting from 2012, the entire instant noodle industry experienced five consecutive years of decline. Not only the instant noodle market, but also the traditional food and beverage industry generally suffered strong impacts due to factors such as global economic fluctuations, China's economic slowdown, consumption upgrades, and channel diversification.
尼萌In a Few Years, How Many People Will Still Be in Marketing?
Around 2000, the author visited Japan and Australia with a small Chinese company and found that their largest counterparts had only about 20 marketing staff each, focusing on market services, unlike the Chinese company's hundreds. This led to reflections on the future of marketing in China, considering factors like labor supply, channel fragmentation, and the rise of new tools.
New DistributionA Map of China's Beer Market: Five Giants Divide the World's Largest Beer Market
As the summer solstice arrives, beer consumption peaks. The choices consumers make at BBQ stalls, supermarkets, and nightclubs are the result of fierce competition among brewers. The national beer market is divided among major players: China Resources Snow dominates nationwide, battling Budweiser in the northeast, east, and south; Tsingtao holds Shandong and clashes with Yanjing in the north and central regions; Carlsberg quietly consolidates the west and eyes the east.
杨伟A Veteran Employee's Parting Advice: Impatient Young People, Please Read This
If you work hard enough, you can become a 'spiritual soul' in your company. Companies need such people, and their traits—like responsibility, attitude, and perseverance—are key. Don't be impatient; instead, stay, learn, and grow, because the company, colleagues, and challenges all contribute to your development.
New Distribution11 Tips for Marketing "Newbies"
After eight years in the workforce, a marketing veteran shares 11 practical tips for newcomers, emphasizing systematic learning, critical thinking, and consistent habits. The advice covers building knowledge frameworks, avoiding guru worship, maintaining humility, learning by doing, and continuous self-improvement.
漩涡The Rise of the New Generation of Consumers: Which Snacks and Beverages Do They Prefer?
Biscuits and instant noodles are the most favored snacks between meals for the new generation. The internet has given rise to a new generation of consumers, and any food category must keep pace with the times to thrive. Post-90s and post-00s, who grew up in the internet era, have become the mainstream consumer group, and pleasing them is key to grasping overall consumption trends. So, what snacks and beverages do new-generation consumers prefer?
New DistributionWhat Impact Will New Retail Have on the FMCG Industry?
Alibaba's New Retail concept is highly disruptive, potentially reshaping the FMCG industry by introducing new tools, shifting power to consumers, and challenging traditional channel and value chain structures. The article explores its overall impact on the industry, enterprises, and consumers, while questioning its long-term viability for FMCG.
谭长春Chinese Consumers 'Don't Care About Brand Origin, Only the Cheapest'? Check Out Nielsen's Latest Data
According to Nielsen's latest research, Chinese consumers disagree with the notion of 'not caring about brand origin, only choosing the cheapest,' ranking second highest in disagreement among 63 surveyed countries, with 70% of respondents disagreeing. This indicates that brand origin is crucial to Chinese consumers. Nielsen's newly released report, 'Competition and Progress: The Game Between Multinational and Local Enterprises,' aims to study the strengths and weaknesses of Chinese and foreign enterprises and how they can learn from each other to drive development. Chinese consumers value brand origin...
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