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 150 of 196
From Zero to 9 Million: How a Dealer Sold a New Small Bottle Liquor in a Prefecture-Level City
A dealer in Sichuan, who had never sold small bottle liquor, achieved 9 million yuan in sales in the first year by using innovative tactics like chain gifting, dice games, and training platforms for restaurant staff.
云酒Evergrande Spring Launches Ultra-Premium Water, This Brand Benefits Most
Evergrande Spring has launched a new ultra-premium water product, metasilicic acid water, priced at 10 yuan per bottle. While many thought Evergrande had exited the FMCG sector, this move reopens the high-end water market, and the brand most likely to benefit is Han Shui Xi Gu · Zhen Xi Water.
老纳Same-School Rivalry: Uncovering Four Major Positioning Battles in China
This article examines four high-profile 'positioning battles' in China—Wang Laoji vs. JDB, Robam vs. Fotile, Aima vs. Yadea, and Jinmailang vs. Baixiang—revealing how each side deployed strategy and tactics to shift the offensive and defensive balance. It also traces the evolution of Positioning Theory as it was applied in these conflicts, highlighting the roles of Trout & Partners China and Ries China in shaping the outcomes.
轩辕镜Who Says the Internet Hasn't Changed the Essence? Liu Chunxiong Explains (Deep, Hard to Read, Don't Click Lightly)
The highest peak of industrial civilization is the shift from professional division of labor to modular division. The information revolution brought by the internet will transform the economic cells of society into modules, ushering in modular operations. The greatest change the internet brings to business is the change in operating units or economic cells.
刘春雄Deep Report: Accelerating Price Hikes, Is the Condiment Industry Booming?
The condiment industry is showing positive development prospects with clear upgrade trends. After a challenging 2016, 2017 began with price increases and a recovery trend. Structural upgrades are evident as companies launch high-end products, and the high-end soy sauce market has significant growth potential.
New DistributionRed Bull Trademark Dispute Reignites: The Awkward Position of Brand Trademark 'Foster Fathers'
Brand trademark licensing has always been a contentious topic, especially as licensing periods for famous brands expire, leading to battles between the 'biological fathers' and 'foster fathers' of brand trademarks. Public opinion often sympathizes more with the 'foster fathers' like JDB, while the 'biological fathers' like Wong Lo Kat face public relations challenges but often win in court. China Red Bull is unlikely to become the next JDB because it holds the Chinese trademark and uses distinct packaging, giving it more leverage in renewal negotiations.
New DistributionWhile Everyone Talks About Consumption Upgrading, We Want to Discuss 'Consumption Downgrading'
This article is based on the speech by Lou Jun, a director at IDG Capital, at the '2017 IDG VIEW' conference, as well as a roundtable discussion on new e-commerce. In 2016, we identified three origins of 'new e-commerce': mobile e-commerce under new models, consumption upgrading targeting the middle class and pseudo-middle class, and new lifestyles of the younger generation. These categories have spawned many hot startups, including sharing economy, content payment, and tea beverage brands. Consumption upgrading is also a hot concept, but we found that everyone's understanding of it is inconsistent. What exactly is consumption upgrading? Is buying more expensive and fashionable items consumption upgrading?
IDG VIEWWhy Category Integration Is the Soul of B2B
B2B has high barriers, unlike B2C where anyone can comment. Some B2B issues are obvious, but category integration is a concept that only time can reveal. It is the key to controlling supply and demand, creating profits, and achieving order density and customer stickiness.
刘春雄The Lesson of a 'Funeral Tea': Learn Thinking, Not Tricks!
The article argues that instead of copying marketing tactics, one should learn the underlying thinking. It uses the hypothetical 'Funeral Tea' (丧茶) as a case study, which was proposed as a counter to the popular Heytea (喜茶), and contrasts it with the 'negative energy' marketing of brands like moonleaf and UCC, concluding that while such tactics may be fleeting, the reverse thinking behind them is timeless.
调戏营销Zong Qinghou's Innovation Is Not Easy, Please Give More Respect
Recently, Wahaha Group has undergone many changes, from vending machines to the backdoor listing of China Candy, and the latest beverage bottle advertising. Despite detours and doubts, we say: 'Old man, you're doing great!' The Chinese beverage industry actually saw Wahaha achieve disruptive innovation first.
谭长春Wang Laoji and JDB, Where Have Your Blue Hats Gone?
Wang Laoji and JDB are household names in China, often seen as fierce rivals in the herbal tea market. Surprisingly, both products hold 'Blue Hat' health food certifications but have never marketed this status, likely for sales reasons.
条码君Aggressive Advertising: From Zero to Ten Billion in 10 Years, Is Six Walnuts Following the 'Brain Gold' Path?
A son who was lazy and in debt was kicked out by his father, only to become wealthy a decade later. This story mirrors the journey of Yangyuan Beverages, which went from a subsidiary of Hengshui Laobaigan to a nearly 10-billion-yuan revenue company in 10 years, driven by its single product 'Six Walnuts' and heavy advertising. Now on its third IPO attempt, the company faces scrutiny over its reliance on advertising and lack of innovation.
陈晓京Times Have Changed, and So Have the Methods of Brand Building and Management. We Really Can't Be Obsessed Anymore. The 24 Branding Methods Are Worth Reading!
This article presents 24 principles for brand building and management, emphasizing that brands are built on superior products, not advertising, and that pricing power, differentiation, and focus on core customers are crucial. It also highlights the importance of non-customers and continuous innovation for brand longevity.
朱志明Insights from Zhang Ruimin's Quotes on Enterprise Transformation and Retail Transformation
Zhang Ruimin is a highly admirable entrepreneur, not only for transforming Haier from a small enterprise into a world-class company, but also for his keen insight into the development of the internet society, which led him to transform Haier from a traditional manufacturing enterprise into an internet enterprise. Recently, I read Zhang Ruimin's views on the present and future, which are indeed thought-provoking. I would like to share my superficial understanding of the following viewpoints with you. Zhang Ruimin: Only small and micro companies can face market uncertainty and users' personalized needs...
鲍跃忠Imitators Crowd In, Plant-Based Protein Beverage Market Still Unsettled
Coconut Palm and Lulu have long dominated the plant-based protein beverage segment, but the industry as a whole has yet to see a leading company emerge. VV Group and Dali Foods have both announced entry into the ready-to-drink soy milk market. Plant-based protein beverages are seen as a blue ocean, with high profits attracting some beverage giants, but product taste limitations and uneven quality mean the segmented market is always full of imitators.
孙麒翔 王子扬Selling a Peach for 88 Yuan? FMCG Professionals Should Learn from This New Marketing Strategy.
Before reading, consider: When cross-industry into agriculture, have you fully leveraged your existing resources? How would you drive sales if a peach costs 15 yuan? This article shares the story of Wang Gaofeng and Liu Yuanqiang, who sell naturally grown peaches at 20 yuan per jin, using innovative marketing tactics.
New DistributionSigns of Major Shift in China's Beer Industry Landscape
According to Nikkei Chinese, restructuring trends in China's beer industry are strengthening again. Due to economic slowdown and other factors, the beer market has contracted for three consecutive years since peaking in 2013. With overseas players intensifying their攻势, top-ranked China Resources Beer and second-ranked Tsingtao Brewery are seeing persistent weak performance. Amid no signs of recovery, merger and acquisition speculation centered on CR Beer and Tsingtao has emerged. In the world's largest beer market, a new restructuring drama may be about to unfold.
New DistributionWhat Did Mengniu Lose to Yili?
After the 2008 melamine scandal, I've been wary of domestic milk, but with a limited salary, I had to drink domestic brands while reassuring myself that if I were to die, it would have happened already. The brands I drink most are Mengniu and Yili, as they have many varieties, reasonable prices, and frequent discounts, making them suitable for mixing with soil. On March 30 this year, Yili released its 2016 annual report, showing total revenue of 60.609 billion yuan and net profit of 5.669 billion yuan. Meanwhile, Mengniu's announcement on the 29th showed that its 2016 full-year sales revenue was 53.78 billion yuan, about 6.8 billion yuan lower than Yili.
New DistributionBeer Peak Season Arrives: Master These Promotions to Win the Market!
As the weather warms, beer enters its annual peak season, shifting from market building to sales volume. Promotions are essential for driving sales, and this article focuses on beer peak-season promotions, offering insights for beer, baijiu, and wine distributors.
New DistributionHello, Eastroc Beverage, Have You Noticed the Consumers' Inherent Perception?
At the spring sugar and wine fair, many new beverages and foods dazzled the public. Eastroc Beverage launched its gold-can Eastroc Super Drink, targeting young consumers with a 250ml can priced at 6 yuan, and the slogan 'Tired and sleepy, more young people drink Eastroc Super Drink.' This seems to be a move to replace Red Bull. The article argues that Eastroc should differentiate itself from Red Bull in packaging and advertising to avoid being seen as a copycat.
李传玖Bai Baihe's Affair Hurts These Brands, but Compared to Him, It's Just a Minor Issue
On April 12, 2017, at 12:12, paparazzo Zhuo Wei exposed Bai Baihe's affair, boosting his career. While Bai Baihe's actions impacted her endorsed brands, especially Jiangzhong's Hougu Mixian, the article also highlights other celebrities whose scandals harmed brands, and warns against using tainted celebrities for endorsements, citing Jackie Chan's 'curse' as a cautionary tale.
老纳Flashlights, Window Climbing, Warehouse Break-Ins: Why 8 Provincial Salt Bureaus Seized Over 4 Million Bags of Salt in 4 Months
Since January 2017, eight salt companies have had over 2,000 tons of salt seized by local salt administration bureaus across more than eight provinces, with some companies facing hundreds of seizures. The seizures, often conducted with flashlights and forced entry, highlight conflicts between the national salt reform and local protectionism.
New DistributionChina Want Want, Master Kong, Uni-President: Why the Former Chinese FMCG Giants Are No Longer Selling Well
I believe that most Chinese people over 20 have eaten Want Want rice crackers or instant noodles from Uni-President or Master Kong. However, one thing is certain: they don't eat them much anymore. After the March earnings season, I reviewed the annual reports of Want Want, Uni-President, and Master Kong, and the only feeling I got was that they really can't sell anymore!
CaraTwo-Pronged Preparation: Huabin's Self-Created Functional Drink Brand Warhorse Begins Distribution
Facing a trademark licensing crisis, Huabin has made two-pronged preparations, but making Warhorse the second Red Bull is already impossible. In mid-April in Beijing, as temperatures rose to 20 degrees Celsius, the new functional drink brand Warhorse, under Red Bull's parent company Huabin Group, appeared in retail channels and is accelerating distribution. However, it has not yet reached all stores, and sales are poor due to lack of brand awareness.
赵晓娟