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 146 of 196
【Today's News】Uni-President Chairman Actively Responds to Mainland Market Changes; Analyst Suggests Nestlé Sell All Confectionery Business; Juewei Duck Neck and Ele.me Jointly Establish Venture Capital Fund
FMCG news: 1. Uni-President chairman: actively respond to mainland market changes, future strategy is one core plus four main axes. Uni-President held a shareholders' meeting, chaired by Chairman Lo Chih-hsien. After the meeting, Lo said the overall mainland China market has no problems, and Uni-President will actively cooperate with changes. He also said Uni-President's future strategy will be one core plus four main axes, including strategic alliances and strategic M&A. According to Taiwanese media reports, Lo said that with the efforts of the management team, last year's revenue was NT$413.4 billion (approximately RMB 92.7 billion), and net profit after tax was NT$14.5 billion, up 3% from the previous year, both setting new records.
New DistributionHilarious! Chinese Instant Noodles Become Status Symbols for Rich Americans! "I Ate Them in the Forbidden City! Only China's Upper Class Can Afford Them!" Chinese Drinks Also Make Americans Feel They Had No Childhood!
A Chinese internet celebrity tests how Americans react to Chinese instant noodles and drinks in Beverly Hills, leading to hilarious over-the-top claims and enthusiastic responses. The video shows Americans paying top dollar for cheap noodles and drinks, sparking amused reactions from Chinese netizens.
New DistributionAll Homogenization Is Because of the Fear of Bravely Moving Up
Marketing believes that perception is greater than fact. Even the most homogenized products can be differentiated through marketing, as seen in the case of purified water. The key to avoiding homogenization is to bravely move up, maintain value perception, and avoid compromising on price, promotion, and credit.
刘春雄Always Talking About Consumption Upgrades, Do You Know China Has Five New Types of 'New Humans'?
More and more companies are restructuring strategies, developing new products, and launching marketing campaigns because, with the growth of upper-middle-class and affluent segments, the rise of young consumers, and the integration of online and offline businesses, China's consumer market is about to undergo a major transformation. Recently, Boston Consulting Group (BCG) and Alibaba jointly released a report titled 'New Consumer Trends in China: Three Driving Forces Shaping New Consumer Segments,' which suggests that as demographics and society evolve, new consumer segments are emerging.
刘怡君Old and New Beverage Market Showdown: Freshly Made Drinks Emerge as New Market Highlight
As summer approaches, the beverage market sees a surge of new product launches. With the rise of younger consumers and changing consumption habits, freshly made drinks are becoming a new highlight, while traditional beverage companies are innovating with health and youth-oriented products to stay competitive.
丁倩Laogan Dad, Ali Mom, Lei Bi, Xing Ba Ke, Eight Walnuts... Surprisingly Not Counterfeits!
Counterfeit products are rampant, but some seemingly fake brands like 'Lei Bi' (imitating Sprite) and 'Xing Ba Ke' (imitating Starbucks) are actually registered by the original companies as defensive trademarks. Major companies like Coca-Cola, Starbucks, and小米 have registered numerous similar trademarks to protect their brands.
每经编辑How to Revive a Dead Brand
This article discusses how to revive a dead brand, arguing that selling nostalgia is ineffective and that brands should instead focus on quality and innovation, possibly by launching new brands while leveraging existing production and distribution assets.
老纳Coca-Cola's New Fat-Burning Cola Goes Viral, But Here's the Truth!
Following last year's sleep water, Coca-Cola has launched a new fat-burning cola that has gone viral online, with over 30,000 shares and 20,000 comments within two hours. The company claims it contains indigestible maltodextrin to inhibit fat absorption, but the reality is that it only slows down fat gain rather than promoting weight loss.
New DistributionHow Powerful Is Terminal Visual Merchandising? This Is How You Boost Sales in the Beverage Peak Season!
During the peak season, beverage manufacturers engage in a distribution war, and the basic daily tasks for frontline sales representatives are to stock storefronts, shelves, and freezers. However, there is significant skill involved in these tasks. The author summarizes six standard actions for terminal operations: carry, cut, paste, move, arrange, and stuff, which guide sales reps on what to do and how to do it effectively.
赵波Traditional Marketing Is Dead, with a Five-Year Reprieve!
This article argues that traditional marketing is effectively dead, with a five-year transition period, due to fundamental changes in consumer decision-making and the rise of omnichannel, all-touchpoint marketing. It urges companies to adopt consumer-centric strategies that integrate online and offline channels to survive.
New DistributionCentury-Old Gillette: The Essence of a Good Business
Founded in 1901, men's shaving brand Gillette has never seen its return on equity or return on capital fall below 10%, even in its worst years, according to its century-long annual report data. The article analyzes the essence of Gillette's good business, emphasizing the importance of customers paying premiums for subtle differences and high barriers to entry, and discusses brand, pricing, professional managers, change, entrepreneurship, and investment stages.
敬畏市场先生Want to Stand Out in FMCG? You Still Need Internet Celebrity Wang Sicong!
Wang Sicong, China's most famous rich second generation, has launched a beverage called EROS, priced at 9.9 yuan per bottle, with the slogan 'Live for fun'. This article analyzes how he applies internet celebrity incubation thinking to the beverage industry, examining its brand IP, market positioning, advantages, and potential flaws.
龙小龙COFCO Lost 900 Million Yuan in 7 Years Making Instant Noodles; Why Did Kemen Noodle Manufacturing Take Over the Hot Potato Wugudao Chang?
Expansion and cross-industry moves are common in the capital market, whether for short-term arbitrage or long-term strategy. Kemen Noodle Manufacturing (002661.SZ), a company known for its dried noodles, has now spent 52.28 million yuan to acquire the assets of Wugudao Chang. The company stated that the acquisition will help enrich its product categories, but the move raises questions about its strategy beyond its traditional noodle business.
陈晓京Why Can't Even Uni-President and Wahaha Develop Good Products?
This article discusses why even leading Chinese FMCG companies like Wahaha and Uni-President struggle to develop successful new products, attributing it to outdated consumer research methods and the shift to a mobile-first, consumer-empowered market where traditional top-down marketing no longer works.
谭长春Le Chun Breaks Out of the Red Sea by Upgrading These 5 Concepts
Two years ago, few believed Le Chun could survive in the fiercely competitive yogurt market. The company's founder shares insights on five key concepts—brand, design, food, operations, and supply chain—that have driven its success and innovation in China's FMCG industry.
DennyWhy Are Most Successful Marketers Not Marketing Majors?
The article argues that in marketing, formal professionalism and experience can become dogmatic and outdated, while true expertise comes from practice and the ability to turn successful practices into methodologies. The author, Liu Chunxiong, shares his own non-marketing background and emphasizes the importance of adaptability and learning from practice over traditional credentials.
刘春雄529.1 Billion! Wahaha's 2016 Report Card: Still the Beverage Leader!
According to the 'Zheshang National 500' list released by Zheshang Magazine, Wahaha ranked 23rd with revenue of 52.91 billion yuan in 2016, down 11 places from last year, with a growth rate of -6.5%. Despite a slight decline, Wahaha remains the top beverage company in China, while Nongfu Spring saw a 19% increase to 15 billion yuan.
New DistributionReal Cow Farm in a Shopping Mall? A Quality Experience to Better Understand Dairy Marketing
As the dairy industry expands, consumers are increasingly concerned about product quality. This early summer, QQ Star used a themed event to show that verbal claims are outdated, and experiential quality marketing is accelerating.
New DistributionDon't Let Indifference and Silence Run Through Craft Beer: China Craft Brewers Association (CBAC) is Founded!
At a craft beer bar in Beijing, a middle-aged man raises a pint, declaring 'We don't drink industrial beer.' Craft beer, known for its unique flavors, is gaining popularity in China, with a movement that began in the US in the 1960s. Now, the China Craft Brewers Association (CBAC) has been established to unite small, independent breweries and protect diversity against monopoly, defining craft beer with criteria like annual output under 20,000 tons and independence from non-craft beer companies.
New DistributionYanjing Collapses, Tsingtao in Peril, Snow Faces Isolation, Chongqing Brewery Commendable but Foreign-Owned
Summer has arrived, but the beer industry's annual reports cast a shadow over the season. In 2016, China's beer production fell 4.4% year-on-year, with major players like Yanjing, Tsingtao, and Snow all suffering profit declines. Amid the downturn, Chongqing Brewery stands out for its premiumization and capacity reduction strategies, though it is now foreign-owned.
杨伟New Products Die Too Fast Because Distribution Rate Is Too High
An industry giant's CEO says distribution is no longer a problem, but products just don't sell through. This is a common phenomenon, not an isolated case. The reason is that most companies still follow traditional deep distribution practices: distribution plus sell-through. The key to solving this lies in addressing product cognition during product upgrades, focusing on precise distribution, and implementing a new marketing system that emphasizes experience and word-of-mouth.
刘春雄Traditional Marketers Are Queuing Up to Take Their Final Bow
The author, Liu Chunxiong, argues that traditional marketers—including experts, consultants, executives, and distributors—are being phased out by the shift from industrial to information civilization. He contends that their methods are failing, and only those who can integrate traditional and internet marketing will survive.
刘春雄A Can Sells for 6.66 Billion! Think It's Just About Clinging to a Big Client?
Times always favor those who dare to imagine and act. How much is a can worth? The answer is 6.66 billion yuan. You surely know Red Bull, Want Want, JDB, Tsingtao Beer, and Daliyuan, but you may not have heard of the company quietly making big money behind the scenes—ORG Technology. While China's manufacturing profits average only 5%, ORG achieved annual revenue of 6.66 billion yuan in 2015 by producing metal packaging cans for these brands, with a gross margin of 38.23% in the first half of 2016, far exceeding international metal packaging companies like Crown and Ball.
New DistributionJack Trout, Father of 'Positioning', Passes Away; His Theory Once Revived IBM from an $8.1 Billion Loss
On June 5, 2017, Jack Trout, the world's top marketing strategist and pioneer of the positioning theory and marketing warfare theory, passed away at his home at the age of 82. His 'positioning marketing concept', introduced in his 1980 book 'Positioning', is recognized as 'the concept that has had the greatest impact on American marketing in history', changing marketing concepts in the US and worldwide. The core of positioning theory is that a company must define a position acceptable to customers' minds in the external market competition, and then guide internal operations accordingly, so that the company's outputs (products and services) are accepted by customers and converted into performance.
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