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 147 of 196
Cashless, Display-Free, Experience-Focused: What Do You Think of the 'New Retail' Snack Store Created by Alibaba and Intime?
Recently, ONMINE, a snack store jointly created by Intime Retail and Alibaba's Tmall, opened at Hangzhou Zhongda Intime City. As a new retail innovation project of Intime Retail, it marks Intime's entry into the snack food sector, aiming to create the most delicious and fun new snack species. Leveraging Alibaba Tmall's supply chain advantages, ONMINE focuses on imported snacks. Inside the nearly 300-square-meter store, nearly 800 SKUs are displayed, including Shiroi Koibito, Indonesian Papadum series, Binggrae banana milk, Sonnet raw chocolate, Sun-Maid raisins, Lotte chocolate bars, etc., with imported snacks accounting for up to 80%.
New DistributionOnly 5% Can Survive: 2017 New Beverage Product Marketing Power Ranking
Looking at this year's new products, we can see several characteristics: their flavors are becoming more and more peculiar, their positioning is becoming more segmented, their naming is becoming more casual, and their packaging is becoming more thoughtful. This article selects the nine most promising new products based on personal preference.
TOP君Occupying a Price Band Means Occupying an Era
Author: Liu Chunxiong | Source: Teacher Liu's Forum (ID: liuchunxiong1964). On the first day at Harvard Business School, new students scramble for seats, as the seat you get on day one is yours for years, affecting your interaction with professors and academic performance. Similarly, in business, occupying a price band is like securing a seat—it determines your market position and success.
刘春雄Why Is Coca-Cola the World-Conquering Drink, Not Fanta?
The story begins with Coca-Cola. Although Coca-Cola is now popular worldwide, until the 1940s, most of the world was not buying it. Before World War II, Coca-Cola's only international success was its bottling operations in Nazi Germany.
中立的手指From One-Size-Fits-All to Personalized: Can Reverse Customization Work in FMCG?
As FMCG industry growth slows and consumer demand for personalization rises, reverse customization is helping brands break away from the one-size-fits-all, volume-driven model. Major brands like Wufangzhai, Mondelez, and Budweiser have launched reverse-customized products on Tmall, signaling a shift toward consumer-centric production.
栾立German Beer Pesticide Scandal and Budweiser Counterfeiting: Imported Beer Faces 'June Snow'?
During the peak sales season, imported beer has been hit by negative news, including a resurfaced report on glyphosate residues in German beers and a viral video allegedly showing counterfeit Budweiser production. This raises questions about whether imported beer is still a good business, as it faces challenges similar to those once encountered by imported wine.
云酒Deceived of 10 Billion, 100,000 Micro-Business Traders Lose Everything—Don't Let Moneng International Get Away! Exposing China's Biggest 'Micro-Business Fraud Group'
A Chinese micro-business giant, Moneng International, allegedly defrauded 10 billion yuan and left 100,000 agents bankrupt. The article exposes its fraudulent practices, including false advertising, pyramid schemes, and deceptive training, warning that only honest business can sustain the industry.
一刀队长Why Is Mainstream Shift Difficult? Master These 5 Rules
Since Liu Chunxiong and I published the viewpoint of mainstream shift in 'Sales and Marketing' in August 2014, the term has been attached to new products by many companies in 2015 and 2016. However, labeling doesn't bring market share; nearly three years later, few new products or brands truly qualify as mainstream shift, and even those that are genuinely 'new' are far from becoming mainstream. So, is mainstream shift an idealized dream? Or where is the path?
史贤龙Why Sparkling Water Is Poised to Be the Next Big Trend?
Last Friday, New Distribution published an article about sparkling water, sparking interest among many. Today, I will analyze why sparkling water is set to become the next big trend. First, ask yourself: do consumers truly seek 'scarcity' or 'efficacy'? My comprehensive analysis of the market reveals that most brands emphasize 'source scarcity,' influenced by the perception that rare is precious, leading consumers to subconsciously view sparkling water as scarce and expensive, rather than recognizing its unique 'efficacy'—a key reason for its current small market size.
龙小龙Why Does Master Hao's Beloved Uni-President Struggle?
Uni-President has launched many hit products, yet it still struggles. This article explores why its hits have short lifespans, attributing the issue to internal competition, short-sighted channel management, and a failure to maintain market share for older products.
老纳Coca-Cola Is About to 'Die'?! You'd Better Take a Last Look...
Coca-Cola's new CEO plans to lay off 1,200 headquarters employees in 2017, sell its bottling operations, cut staff from 123,000 to 39,000, and halve capital expenditure to $1.3 billion. The company's first-quarter 2017 revenue fell 10% year-on-year to $9.1 billion, with net income down 21% to $1.18 billion, marking the fourth consecutive year of declining performance.
秋名山嫩司机China's New First-Tier City Rankings Released: Chengdu and Hangzhou Lead
The evolution of Chinese cities does not follow a single path; only by following their own strengths can they become special in people's hearts. Based on the latest year's commercial data from 160 brands, user behavior data from 17 internet companies, and big data from data institutions, CBN's New First-Tier City Research Institute ranked 338 cities at or above the prefecture level again. This 2017 latest city commercial charm ranking continues to use the five indicators from the previous year: commercial resource agglomeration, city hub status, citizen activity, lifestyle diversity, and future potential, but with some adjustments in the analysis algorithm.
New DistributionThe Cost of Sports Drinks Is Shockingly Low!
Insiders say that a can of a certain energy drink costs only about 0.2 yuan in raw materials. As people pay more attention to physical exercise, various fitness activities are on the rise, and energy drinks are widely consumed by those who feel fatigued, such as marathon runners and late-night workers.
李光焱The Biggest Transformation in Chinese Marketing: From Channel Domination to Content Domination
Marketing has always played a crucial role in business operations, but with the advancement of technology and changes in consumer behavior, its function is subtly shifting. The transformation can be understood through the 4Ps—product, price, place, and promotion—where the core shift is from channel control to content dissemination, driven by the internet and a maturing marketing system.
小平死磕营销Beyond Meat, backed by Gates, products hit shelves; Skittles to launch sweet and spicy flavor; SF Express and UPS to create joint brand for international expansion...
Beyond Meat, a company invested by Bill Gates, General Mills, and Tyson Foods, announced its meat patties will be available in Safeway stores from May 29. Thai seafood producer Union Thai is entering China with its consumer brand Oscar King. Alibaba acquired an 18% stake in Lianhua Supermarket. Skittles and Starburst will launch sweet and spicy flavors in December. SF Express and UPS will form a joint venture in Hong Kong to develop international logistics.
New DistributionKantar Releases 2017 Global Brand Footprint Report, Coca-Cola Tops for Fifth Consecutive Year
On May 24, 2017, Kantar Worldpanel released its 2017 Global Brand Footprint Report in the UK. The report shows Coca-Cola as the most chosen brand globally for the fifth year running, while emerging markets now account for 51% of FMCG spending. Chinese brand Yili remains the top choice in China but did not make the global top 50.
New DistributionImported Beer Sells for 4-5 Yuan per Bottle, Consumers Choose by 'Appearance', Imported Beer Faces 'Voting with Their Feet' Dilemma!
As beer season arrives, Beijing consumers find a dazzling array of imported beer brands in hypermarkets, with prices as low as 4-5 yuan for a 500ml can due to heavy discounts. However, with unfamiliar brands and confusing variety, consumers often choose based on appearance rather than knowledge, reflecting a market still in need of evolution.
New DistributionReconstructing the Underlying Logic of the Marketing Department!
The article discusses the functions and classifications of marketing departments in Chinese enterprises, distinguishing between management-oriented and service-oriented types. It analyzes the challenges and limitations of marketing departments, such as lack of resources and support, and proposes a reconstruction of the marketing department's logic to adapt to changing market conditions.
方刚Budweiser Reintroduces 'America' Beer; Suntory Launches Espresso for Cereal; Alibaba Acquires 18% Stake in Lianhua Supermarket...
This morning, China Foods announced it will sell its Fulinmen edible oil business to China Agri-Industries for 1.05 billion yuan. Meanwhile, Budweiser is bringing back its patriotic 'America' packaging for summer, and Suntory is partnering with Calbee to offer a maple-flavored espresso designed for cereal. In other news, Alibaba has acquired an 18% stake in Lianhua Supermarket, and Panda Brewery has completed a 119 million yuan Series A funding round.
New DistributionConsumer Brand Cognitive Association: Nongfu Spring Has Launched a New Battle
After observing the beverage aisle at Walmart for a morning, I noticed two interesting points: first, Nongfu Spring's products visually feel cohesive, with subtle associations between them that evoke the classic red bottle; second, most brands have realized the importance of packaging, but consumers face more choices and hesitation. The key question is: what will we sell next after meeting the demand for aesthetics? The answer is to sell the brand cognition that consumers already have.
新经销团队龙小龙After Years of Bubbling, Will Sparkling Water Become the Next Big Trend?
The beverage industry faced a cold winter in 2017, with major players seeing sales halve. From tea drinks to cola, functional beverages to light-flavored drinks, no category was spared. Products like Mizone and Hai Zhi Yan, once popular two years ago, suddenly stopped selling. Recently, due to Red Bull's trademark issues, many manufacturers rushed into the functional beverage market, but with Red Bull's peak sales at only 30 billion yuan, can others really replace it?
New DistributionBuilding an Invincible Marketing Team in a Weak Market
This article discusses how to build a strong sales team in a weak market, addressing challenges such as low morale, lack of direction, and high turnover. It offers practical strategies including creating a harmonious team environment, boosting morale, self-improvement for leaders, setting clear goals, managing personnel effectively, ensuring execution, establishing systems, and fostering continuous learning.
朱朝阳CFDA Issues Labeling Guidelines for Infant Formula Registration; Major Brewers Post Strong Q1 Results; Block Chain Payment Partners with Wahaha...
The China Food and Drug Administration (CFDA) issued labeling guidelines for infant formula registration, prohibiting terms like 'gold' and 'super' in product names. Major brewers reported strong Q1 results, and Block Chain Payment formed a strategic partnership with Wahaha's Zongsheng Technology.
New DistributionTroubled at Home and Abroad, Is P&G Losing Its Position as the World's FMCG Giant?
This is an era of innovation; if P&G remains stagnant, it can only be a giant of yesterday. After all, heroes age and beauties grow old. P&G is no longer what it used to be. Recently, Ralph Lauren announced that Patrice Louvet, former president of P&G, will succeed as its new CEO, highlighting P&G's role as a training ground for executives. However, with rising local brands and competition from Europe, America, Japan, and Korea, P&G faces threats and internal product rigidity, putting its position as a daily chemical giant at risk.
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