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 148 of 196
Hershey Sues Former Jinzihou Employees and Distributors; Functional Drinks Market Enters 'Post-Red Bull Era'; AB InBev Plans $2 Billion Investment to Revitalize US Market
Hershey has filed lawsuits against over 130 former office directors and nearly 1,000 distributors of Jinzihou, a company it acquired, amid a 16.6% sales decline in China. Meanwhile, AB InBev plans to invest $2 billion in the US market, and the functional drinks market in China is expected to grow significantly.
New DistributionThe Thinking Logic Behind Uni-President's Frequent Hit Products: Concepts, Desires, and Emotions
A friend in the health supplement industry asked the author about product thinking. The author argues that product thinking is consumer behavior based on market demand, and uses Uni-President's new product strategy to illustrate three key aspects: understanding consumer concepts, invoking shared emotions, and stimulating desires.
龙小龙New York Festivals Awards First China Brand Communication Award
On May 18, 2017, the New York Festivals, one of the world's three major advertising festivals, opened grandly at the Lincoln Center in New York. Founded in 1957, the New York Festivals includes the New York International Advertising Awards, the New York International Television & Film Awards, the New York International Radio Awards, the AME Awards, the Health & Wellness Awards, and the Midas Awards. This year, over 3,000 companies from more than 80 countries competed in 19 categories, with a grand jury and executive jury of over 400 creative directors from 75 countries. The festival also celebrated its 60th anniversary by presenting two special awards, including the first-ever China Brand Communication Award, which was given to Focus Media Group.
New DistributionOmnichannel Marketing Layout Is Urgent: The Pain of Brand Transformation under New Retail
Since 2015, 55% of offline shopping mall channels in China have experienced negative growth year after year, with 38% of malls declining by more than 10%. Wahaha's performance dropped from 72 billion to 49.4 billion yuan, a decrease of 22.6 billion yuan in revenue, marking a multi-year low. Money is becoming harder to earn. As consumer habits shift from offline browsing and buying to browsing in malls and buying online, the sales ratio between online and offline for most brands has been reversed. With the emergence of cross-border shopping, video streaming, vertical shopping apps, and social e-commerce platforms like Smzdm, Xiaohongshu, and Pomelo, the consumer market for brands is increasingly fragmented, making channel management more complex and operations more refined and precise. Enterprises lack innovation, channel barriers have disappeared, and consumption is upgrading. Meanwhile, industry-wide overcapacity, product homogenization, channel conflicts, price wars, and cross-regional selling have left brand owners besieged in the new round of market competition.
New DistributionThe '5 Ones' Project for Building Model Township Markets
As the baijiu industry enters a period of deep adjustment, competition among regional brands intensifies. Regional baijiu brands must build their own niche market barriers by thoroughly penetrating township markets, and the '5 Ones' project is crucial for this.
New DistributionThe New Retail Formats That Could Terrify Jack Ma in the Future: Why Super Species and LINE Theme Cafés Are Leading the Way
This article explores the emergence of new retail formats in 2017, such as self-service terminals, Yonghui's Super Species, and IP-themed cafés, arguing that they represent a rebirth of the industry driven by the disruption of old business models and the ongoing competition between brands and channels.
海水很蓝Bashing the Marketing Department? Surely Bash Traditional Sales First!
A recent article bashing the marketing department has gone viral, but can it really be eliminated? The real question is: who is responsible when sales targets are missed? The marketing department is already struggling with mobile internet transformation, handling tasks like social media updates, consumer research, e-commerce product development, and promotional activities. Despite criticism, there are no proven successful cases yet, as everyone is still exploring. The key challenge is how to achieve sales growth when traditional sales are declining, and the article suggests exploring channel breakthroughs through mobile internet and shared economy concepts.
谭长春Attention! Nestlé, Mondelez, PepsiCo, Mars... During the Transformation Period, These 10 Multinational Brands Are Making the Following Adjustments!
Nestlé, Mondelez, PepsiCo, Mars, Coca-Cola... These household names represent a group of highly capable and creative food manufacturers, sharing common labels: tens of thousands of employees, annual sales revenue in the tens of billions of dollars, mature and diverse brand portfolios, and global distribution networks. Among them, the following 10 food companies not only control almost all snacks and beverages in Europe and America through their brands and diverse categories, but also influence sales trends worldwide. During the industry's transformation period, these 10 multinational brands are making the following adjustments in the market.
New DistributionMagical Marketing! Biscuits That Sing: How 105-Year-Old Oreo Captivates Youth on Tmall
Within 9 hours of launch, over 10,000 boxes were sold, turning whimsical ideas into reality. A year ago, Mondelez partnered with Tmall to launch a color-your-own packaging, and at least 28 brands across 4 industries have since followed suit, creating customized products with Tmall. Alibaba has also entered strategic partnerships with global giants like Nestlé and Mars, conducting innovative experiments that spark consumer revolutions.
梁周倩If You Choose to Be a 'Premium Water,' You Are Destined to Be a Niche Brand!
Foreign premium water brands are flooding into China, while domestic premium drinking water brands are emerging one after another, intensifying market competition. In the era when technology was still mysterious, premium mineral water was often associated with impressive-sounding terms like 'oxygen-rich,' 'distilled,' and 'ionized'; today, it quietly embraces the concepts of 'original ecology' and 'zero additives.' The definition of 'premium' has evolved, but companies' determination to enter the premium market remains unchanged. In recent years, despite slowing economic growth, the premium mineral water market has continued to surge.
龙小龙No Harm, No Trade: Come On, Keep the Harm Coming
The article discusses how 'unfavorable comparisons' and self-conflict drive market dynamics, revealing that the true 'soul of marketing' lies in creating and resolving conflicts. It explores four types of internal contradictions that marketers exploit to stimulate consumption.
苗庆显How Should Distributors Choose Brands in the New Environment? "Potential" Equals "Opportunity"
Obtaining the distribution rights for a well-known major brand requires great effort, and holding the agency for a famous brand often means good sales and profits, as the brand's own product pull and brand drive can generate excellent market results. However, the current market environment has changed with shifting consumer concepts, demographic shifts, and diversified sales channels. The continuous decline of FMCG brand enterprises, especially those that once held monopoly positions, clearly shows the enormous changes in the market. In this new environment, distributors must not only transform their marketing strategies but also choose brands with both product brand and product concept, requiring keen market insight and foresight.
New DistributionBehind Xiang Piao Piao's 'Money-Burning' Marketing Strategy
Industry insiders believe that Xiang Piao Piao's continued reliance on 'money-burning' advertising investment is likely to bring about unhealthy performance growth, and the high advertising costs may ultimately become a 'time bomb' eroding the company's net profit. Despite its success with cup milk tea, Xiang Piao Piao has been unable to enter the A-share market, and its recent attempt to become the 'first cup milk tea stock' faces challenges.
董亮 高萍Is Wahaha Falling? No, It Just Hasn't Moved
Since 2013, Wahaha's performance has been declining, leading many in the industry to discuss its fall, with some even predicting its demise. However, like Metersbonwe and Li Ning in 2016, Wahaha may not fall so easily; it may be dormant but will wake up as a lion. The article analyzes the reasons behind Wahaha's three-year decline, including product failures, market segmentation, upgraded business logic, changing target consumers, and brand aging.
小龙Acquired by Foreign Capital, or Shelved, How Can National Brands Make a Comeback?
Li Ning once said that Chinese stories are easy to tell, but Chinese brands are hard to build. Indeed, brand depth requires an overall improvement in society. Brands like Arctic Ocean, Robust, Tingjiayi, Nanfu, and Minicare were once well-known to the post-80s and post-90s generations, but they fell victim to foreign acquisitions and shelving. However, with industrial restructuring and the need to revitalize national brands, more and more national brands have been bought back by local enterprises in recent years. Meanwhile, brands like Huawei and Li Ning have risen rapidly.
New DistributionIf You Trash Prices, You're Not Far from Death
The soul of marketing is how to sell prices. Sales sell products through price, while marketing sells price through products. Price tactics are efficient but addictive, leading to a downward spiral; value creation is the sustainable path, as low prices attract but don't retain customers, while high prices build loyalty. Trashing prices disrupts competitors temporarily but permanently harms yourself, and losing price discipline can lead to a price collapse, which is fatal.
刘春雄Marketing Department | Is Your Marketing Department a Tycoon, Middle Class, Petit Bourgeois, or Poor Peasant?
Traffic is more expensive than gold, and 'channels are king' is absolutely correct. Every capable marketer must not only master creativity but also carefully manage their 'river of traffic' to achieve the realm of 'creation-flow integration.' This year, it is a very realistic and important matter to determine whether your marketing department is a tycoon, middle class, petit bourgeois, or poor peasant, as this self-awareness determines the basic framework of your marketing strategy. The following content is cautionary: it may make you feel that comparing people to people leads to death, and comparing marketers to marketers leads to vomiting blood and dying.
张张Awesome! A Top Salesman's 5 Notes on Distribution
The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.
New DistributionYili Eyes $850 Million Deal for America's Top Organic Yogurt Brand
Facing severe homogenization in the domestic dairy market, Yili is compelled to strengthen its high-end product portfolio, and organic yogurt could become a key advantage to outpace competitors. Reports suggest Yili is bidding $850 million for Stonyfield, the leading U.S. organic yogurt maker, a subsidiary of Danone.
赵晓娟Afraid of Being Held Back by Red Bull, ORG Packs with Dongpeng to Find a New "Sugar Mama"?
Recently, ORG Packaging Co., Ltd. and Guangzhou Dongpeng Food & Beverage Co., Ltd. (hereinafter "Dongpeng") announced a strategic cooperation agreement to establish a strategic partnership. Leveraging ORG's production experience and advanced technology in the functional beverage can sector, ORG will provide Dongpeng with high-quality packaging products and integrated services such as beverage filling. Under the agreement, Dongpeng will designate ORG as its sole core supplier for metal can packaging and filling services, committing to purchase according to agreed quantities over the next five years.
New DistributionHow Should the Food, Beverage, and Alcohol Industry View New Retail?
Some traditional marketers have dismissed Jack Ma's New Retail as worthless, but it is not a panacea. However, leveraging mobile internet, online traffic, and data, it still holds some significance and should not be entirely rejected. This article specifically addresses how the food, beverage, and alcohol industry should correctly approach New Retail.
谭长春Yi Dian Dian, Why Are You So Popular?
Yi Dian Dian milk tea belongs to the Taiwanese brand 50 Lan, founded in 1994. In 2010, 50 Lan entered mainland China via Shanghai, but due to trademark issues, it was renamed Yi Dian Dian. It expanded rapidly from 2015, opening about 20 new stores per month, using flexible models like single-store franchising and regional licensing. Thus, Yi Dian Dian has only been in the mainland market for six years. At that time, many domestic milk tea brands existed, such as COCO, which entered the mainland in 2007 and became the most recognized brand. Now, Yi Dian Dian has become a beloved brand, with stores often seeing long queues and early sell-outs, seemingly surpassing COCO.
lighthouse徐After Being Acquired by Haoxiangni, Snack E-commerce Brand 'Baicaowei' Firmly Returns Offline
Baicaowei, a leading snack e-commerce brand, is returning to offline retail after seven years, with plans to expand in supermarkets and launch a 'one city, one store' initiative. The move follows its acquisition by Haoxiangni, which provided financial relief and channel integration, while the company also faces pressure from a profit guarantee agreement.
乔芊Traditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
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