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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 149 of 196
Riding the Channel Dividend: Don't Be the Cat Killed by Curiosity!
Charles Robert Darwin, one of the smartest people of the 19th century, long ago taught us in 'On the Origin of Species' that curiosity killed the cat. In today's society, why are only a few people who maintain curiosity and act on it? Because exploring the unknown is always risky, with failure far more likely than success. As a result, those overly curious souls often fail to pass on their genes before they're Game Over. Yan Yan, known as the 'godfather of venture capital,' once claimed that the startup success rate is less than 1%. Regardless of whether this conclusion is exaggerated, looking at the latest casualty lists of O2O and P2P startups, and considering the recent new retail trend, it's enough to make startup founders want a glass of 1982 Sprite to calm their nerves.
黄润霖The Fate of a Distributor Selling Fake Tsingtao Beer: Who's to Blame?
A distributor in Shanghai was fined 10,000 yuan and sentenced to one year in prison for selling counterfeit Tsingtao beer. The court ruled that his actions constituted the crime of selling goods with counterfeit registered trademarks, despite his claims that the beer was produced by a legitimate manufacturer using recycled bottles.
New DistributionAre Instant Noodles Junk Food? Does Milk Cause Cancer? Here Are the Most Authoritative Answers!
The China Food and Drug Administration (CFDA) recently released four batches of 20 food and drug rumors, covering meat, fruits, beverages, vegetables, and more. These include claims that pork contains hookworms that cannot be boiled away, white-shelled eggs are more nutritious, microwave ovens cause cancer, instant noodles are 'junk food,' and crayfish are used to dispose of corpses.
New DistributionDecoding the Post-90s Generation in 10,000 Words: No Brand Awareness, Selfishness and Self-Deprecation, Anti-Pretentiousness, Conservatism
After two years of reviewing numerous data reports and demographic descriptions about the post-90s generation, and having launched various products and campaigns targeting this consumer group, I'd like to share my perspective as an advertising professional. First, I must clarify that this age-based classification is unscientific and overly simplistic; even among post-90s, there are vast differences between children from elite families in Beijing, Shanghai, and Guangzhou and those from smaller cities. If age is the vertical axis, the horizontal axis should include education, family income, occupation, and other parameters to segment this generation more precisely.
赵圆圆Aged Floral Water, Low-End Market
Floral water, a traditional Chinese summer essential, faces category bottlenecks with a market size of about 2 billion yuan. The market is dominated by two brands, Liushen and Longliqi, with limited innovation and growth potential.
晓晓Winning the Summer Beverage Sales Battle
As the saying goes, 'Good wine needs no bush.' However, in the face of overwhelming advertising, aggressive competitors, and consumers' low brand loyalty, beverage distributors must not only rely on product strength but also employ every sales and promotion tactic to win the peak season battle. In early summer, the beverage market is fiercely competitive. Distributors are focusing on leveraging their marketing advantages, tailoring promotion plans to product characteristics, and seizing market share to solidify their positions. As time goes on and circumstances change, it becomes essential to grasp market trends and take a series of actions to drive product sales.
冯媛In the Post-Red Bull Era, Tapping into the 100-Billion Functional Drink Market: What Makes This Beverage Stand Out?
According to authoritative data, despite the overall downturn in the beverage industry, the functional drink category has seen counter-trend growth in recent years, with a 17% increase in 2016 and a projected market size of 170 billion yuan in 2017. Following the unresolved Red Bull trademark dispute and lowered revenue targets, various manufacturers have rushed into this category, but most lack unique product identity and comprehensive market plans, often resorting to low-quality imitation or price undercutting, which is why distributors are cautious despite the category's appeal.
New DistributionDiscounts, Gifts, and Lotteries Are Just 1/8 of the Promotional Iceberg: Uncovering the 7/8 Below the Surface
Discounts, buy-one-get-one offers, and lotteries are the most common promotional tactics, but they only represent a fraction of what effective promotion entails. This article argues that the essence of promotion lies in leveraging the target audience's focus during specific times to integrate marketing elements, boost short-term sales, and build a foundation for long-term growth, using the example of a Mother's Day campaign for soy milk makers.
张婷Red Bull Leaves Over 7 Billion Yuan Market Space for Competitors!
Recent news about Red Bull has been rife with speculation. Although no final decision has been made, the contract renewal is indeed in a deadlock between the two parties. Many in the industry believe this cannot be resolved overnight, as this year Hua Bin itself has even reduced Red Bull's annual performance targets. The proposed "post-Red Bull era" brings mixed feelings. The renewal is unlikely to be resolved soon, sales are declining, some factories have closed, and some distributors have no stock. This turmoil has inadvertently created a gap of nearly 7 billion yuan annually! It is understood that Hua Bin has internally formulated a "natural sell-through" strategy for Red Bull...
谭长春How Can Beverage Operators Achieve a Grand Slam All Year Round?
Master the rhythm, grasp the balance, and know when to give and take. Attack is the best defense, and increasing revenue is more important than cutting costs. Spending money is to make money, but it's hard for operators to spend wisely and please everyone. Looking at the peak sales figures in Henan's FMCG market, Wahaha reached 5 billion, Coca-Cola 2.8 billion, Six Walnut 1.67 billion, and JDB 1.5 billion. Compare these numbers to see if you've hit the ceiling; if not, keep pushing forward. Beverage monthly trends: every operator dreams of a 12-month grand slam, but how to achieve it?
木公Ice and Fire: Domestic Beer Almost Entirely Retreats, Foreign Brands Rise Strongly - Is the National-Foreign Battle the Cause of Local Defeat?
After years of explosive growth, the domestic beer industry has seemingly hit a 'ceiling' in recent years, with not only sluggish growth but also widespread declines. Among the eight listed beer companies that have published annual reports, only one saw both revenue and net profit increase. Meanwhile, imported beer continues to grow, seizing the high-end market and reaping profits.
陈志林Bright Food Sells UK Cereal Brand Weetabix for £1.4 Billion, a Stinging Reversal
Chinese companies have frequently acquired overseas brands, but selling one back is rare. Recently, Bright Food Group confirmed it would sell its 60% stake in UK cereal brand Weetabix to US cereal maker Post Holdings for £1.4 billion, a move that contrasts with its earlier denial and highlights challenges in integrating foreign brands.
New DistributionFive Major Changes in Marketing Since the New Century
Since the new century, two major developments—the internet and the global brand trend—have permanently transformed marketing. This article outlines five revolutionary changes: PR is more important than advertising, category is more important than brand, name is more important than strategy, visuals are more important than words, and multi-brand is more important than single-brand.
里斯品类战略Yili and Mengniu: An 18-Year Saga of Rivalry and Redemption
The history of China's dairy industry cannot be told without mentioning Yili and Mengniu, whose 18-year rivalry began with Niu Gensheng's resignation in 1999. This article traces their rise, the turning point of the melamine scandal, and Yili's subsequent resurgence, highlighting the marketing strategies and financial performance that shaped their fortunes.
钱真理Beer not selling well? Tsingtao Beer sells even better, with both revenue and net profit growing in Q1
Despite the first quarter being a slow season for beer consumption, Tsingtao Beer saw increased sales. The beer industry is no longer the high-growth industry it once was, but the strong Tsingtao Beer remains strong. On the evening of April 28, Tsingtao Beer released its first-quarter report, showing operating revenue of 7.04 billion yuan, up 2.60% year-on-year, and net profit attributable to shareholders of listed company of 579 million yuan, up 8.51% year-on-year, both higher than the growth rates in the same period last year.
云酒Has Wahaha Really Fallen? Its 60-Billion Scale Remains!
Recently, Wahaha has been thrust into the spotlight again, with claims that its 60-billion-yuan empire has fallen. The root of this controversy lies in Wahaha's failure to reach its 100-billion target and its less-than-ideal sales performance in recent years amid the industry downturn. But if 78 billion at its peak was a myth, is 60 billion now a fall?
New DistributionDon't Blame Sales When Marketing Falls Short
Many companies blame poor sales results on inadequate sales staff, but they should reflect on their own marketing. Marketing places products in consumers' minds, while sales puts them in front of consumers, yet SMEs often deviate from this in their marketing planning. After hearing many success-driven trainings and stories, marketers and bosses conclude that any product can be sold by a skilled salesperson, but with the rise of the internet and e-commerce, it's time to reconsider.
周风波Wei Qing's New Work: "New Products Can't Sell" — What to Do?
This article systematically analyzes why new products often fail to sell and provides specific action steps to make them sell. It emphasizes the need for dealer bosses to personally manage frontline sales, adjust employee assessments, and unify internal thinking.
魏庆How Liangmianzhen, a once-famous domestic brand, fell to second-tier status
Once-glorious toothpaste brands like Liangmianzhen and Lantian Liubizhi have now become second-tier products. However, in recent years, with the launch of high-end functional toothpastes represented by Yunnan Baiyao, local brands have been continuously improving themselves in segmented markets such as product quality and efficacy, and their counterattack in the mid-to-high-end market has begun to show results, potentially accelerating industry reshuffling.
New DistributionThe Philosophy of Blockbuster Products, Distinct from Blockbuster Strategy: Three Laws for Creating Blockbusters
Written by Niu Enkun, Chairman of Liangjian Consulting. The author distinguishes between 'blockbuster products' (爆品) and 'hot items' (爆款), arguing that true blockbusters are not short-term tactical products but require continuous quality improvement, adaptive marketing models, and sustained brand value accumulation. Drawing on the liquor industry's experience, he provides a path for SMEs to break through.
牛恩坤He Was a Section Chief, Sold Ice Pops, but Accidentally Built a 3 Billion Yuan Business on a Single Sunflower Seed
When it comes to sunflower seeds, many people immediately think of Qiaqia. Qiaqia Food has become the undisputed leader in the seed industry, with low profit margins per pack, but founder Chen Xianbao chose to scale it up. Despite the thin margins, Qiaqia Food went public on the Shenzhen Stock Exchange in March 2011, becoming the only company in the industry with sales exceeding one billion yuan. Chen Xianbao built a personal fortune of 3 billion yuan from selling seeds.
南七Three Squirrels Races Toward IPO: Who Will Be the Flying Pig in the 2 Trillion Yuan Snack Food Market?
Founder Zhang Liaoyuan is taking Three Squirrels, just five years old, to an IPO. Financial data shows that in 2016, Three Squirrels achieved revenue of 4.423 billion yuan, a year-on-year increase of 116.47%, and net profit of 237 million yuan, a surge of 2535%. Such results are enough to astonish many peers in the industry, but they also hide multiple risks. With these impressive results, Three Squirrels filed its IPO prospectus with the Shenzhen Stock Exchange on April 21, planning to issue no less than 4 million shares on the ChiNext board.
New DistributionWhy 90% of SMEs Fail to Upgrade from Sales to Marketing
The article explains why most Chinese companies remain stuck in a sales-driven mindset, likening the marketing department to an air force in modern warfare. It argues that as competition intensifies, companies must establish a true marketing function to design strategy and drive growth, rather than relying solely on sales efforts.
高建华COFCO Fortune and iLingGong Jointly Host Forum on 'Shared Economy Marketing Innovation'
Driven by the internet, the sharing economy is rapidly permeating every aspect of life. Facing this new economic model, many companies are feeling the chill of slowing growth due to outdated traditional marketing. On April 25, 2017, COFCO Fortune and iLingGong co-hosted the 'Marketing Innovation Forum under the Shared Economy' in Beijing, bringing together industry leaders to discuss and explore innovative marketing strategies.
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