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 151 of 196
Zong Qinghou Plans to Sell Ads on Beverage Bottles: Is This Feasible?
For major FMCG companies, the past two years have been tough. With the strong penetration of mobile internet, how will they survive beyond direct product sales? Xiaofanzhuo learned that Zong Qinghou, head of the Wahaha Group with sales exceeding 70 billion yuan, has made a bold attempt by quietly establishing an online company, Wahaha Fuli. Through this company, Zong aims to turn Wahaha's 30 billion bottles sold annually into 'mobile billboards', integrating offline traffic with online guidance and revitalizing its massive offline traffic resources. It is reported that Wahaha...
许京Coca-Cola and Pepsi Have Been Fighting for Over 80 Years. What Has Changed and What Hasn't?
New endorsers are coming on board, but new problems follow. How will the two companies' sugary drink businesses fare? "I can't think of anyone better than Buffett to promote Cherry Coke." Just before April Fools' Day, Coca-Cola China announced a real piece of news that sounded like a joke: they would print a cartoon image of Warren Buffett on the new Cherry Coke packaging. But this is a genuine marketing strategy, as Coca-Cola Chairman Muhtar Kent personally approached Buffett four or five months ago to make it happen. The 86-year-old...
朱凯麟How Should Food Merchants Do Content Marketing? Here's a Handy Guide
Tao Jie, project director of Quentin Technology's food line, and Mei Xiaopai, founder of Xunzhao Tianye, share their insights on content marketing for food brands. They discuss strategies for precise targeting, creating viral content, and building a content-driven e-commerce model.
何承轩、梁周倩What on Earth is "Fruit-Flavored Milk Powder"? Not Only Illegal, but Also a Health Hazard!
Recently, more and more fruit-flavored milk powders have appeared on the market, all claiming to be specially designed for babies who don't like drinking milk, including those for infants as young as 6 months. Can fruit-flavored milk powder be a boon for babies who don't like formula? Can it replace infant formula? A reporter investigated and interviewed experts. Dairy and nutrition experts all said that fruit-flavored milk powder is not equivalent to formula, cannot replace it, and may even increase the risk of tooth decay. Experts also said that the packaging of fruit-flavored milk powder blurs the age range for suitable users, which is a deliberate attempt by merchants to skirt regulations and is illegal, as is selling fruit-flavored milk powder to infants.
New DistributionGood Products Plus Good Service Is the Most Powerful Marketing (with Practical Cases)
Marketing is the process by which enterprises discover or tap consumer needs, seize market demand and desire, and promote and sell products through creating an overall atmosphere and shaping their own product forms. Its essence is to grasp customer needs and quickly commercialize them, with the goal of generating sustainable revenue. All commodities consist of tangible products and intangible services. For a company, the most powerful marketing is to organically combine the two, ensuring that customers' perceived value is fully realized.
师顺宽Before the New Infant Formula Policy Takes Effect, Some Manufacturers Blow Another Round of Marketing Bubbles to Trap Channel Partners!
In a pivotal year for the infant formula industry, manufacturers and customizers are using every trick to stay afloat. A recent online spat between @奶粉揭秘 and @李铁博士奶粉 has drawn countless fans, revealing intense competition. This, along with offline actions by various interest groups, has fueled a 'false prosperity' in the industry, misleading retailers and consumers and hindering the healthy development of domestic infant formula.
傅先生Lao Miao: Marketers, It's Just a Transformation! Don't Be Shy, It's Not the First Time
Coca-Cola's elimination of its marketing department has alarmed marketers, but P&G made this move three years ago. What should we do? This article discusses the urgent need for marketing transformation, emphasizing that traditional marketing roles are becoming obsolete and that marketers must adapt to new realities.
苗庆显Kuomintang Claims Tsingtao Beer as Party Asset, Demands DPP Recover It from Mainland; Netizens Joke: 'Come Home, It's All Yours!'
The Kuomintang (KMT) has claimed that Tsingtao Beer is a party asset and urged Taiwan's 'Ill-gotten Party Assets Settlement Committee' to demand its return from mainland China. This follows a complaint from a 94-year-old former KMT soldier about gold transported from the mainland. Netizens have responded with sarcasm, suggesting the KMT should just 'come home' to claim everything.
王佳璐Jiang Nanchun on Business Warfare: Understanding the Middle Class's 'Three Loves and Three Fears', Saturation Attack!
Jiang Nanchun's two competitive theories are 'absorb from the commanding heights' and 'concentrate firepower on one thing'. Jiang himself started reading Toynbee, Heidegger, and Wittgenstein at 16, which helped his later career in Chinese literature and advertising. He believes the most terrifying thing in China is that most people and companies fall into homogeneous competition, and every enterprise must answer what makes it different from others.
贾林男The New Trend: Why Automatic Vending Machines?
Automatic vending machines are not new, dating back to ancient Greece and evolving through the 20th century. In Japan, there are 5.5 million vending machines, one for every 23 people, while in the US the ratio is 35. Now, with the rise of IoT, mobile payments, and capital support, vending machines are becoming a new investment hotspot, driven by the unbundling of functions and traffic.
悦人悦吟Dali, Uni-President, Nestlé... 20 Food Companies' Strategic New Products for 2017 Are All Here!
As April arrives, the beverage sales peak season is imminent, and for companies, the new product war is about to begin; for distributors, this is the critical moment for product selection, which will affect the achievement of annual business goals. Today, we have compiled the following 20 strategic new products from leading companies and innovative enterprises, from which we might glimpse some new trends in this year's beverage market. So, the question is, which one do you favor most? Don't forget to vote at the end!
New DistributionRed Bull: Where Is It Heading Amid Internal and External Troubles?
Red Bull China is facing a trademark expiration crisis since the end of 2016, compounded by rumors and panic among its sales and distributor teams. The company's actions, including layoffs and new product launches, suggest it may be struggling, and its lack of public relations and marketing strategy could further undermine its position in the functional beverage market.
老纳、肥鱼Marketing is Changing, and Marketers are on the Road to Unemployment
A recent news story went viral: Coca-Cola's CMO (Chief Marketing Officer) disappeared, replaced by a new Chief Growth Officer. At the same time, a company of considerable size cut 70% of its marketing staff. If deep distribution is no longer being done, why do we need so many marketers? Why is the sales department shrinking? In China, successful FMCG companies are either channel-driven or driven by both brand and channel. Among these, channel driving is indispensable. What drives the channel? After 2004, it was deep distribution, which is a human-wave tactic for channel driving...
刘春雄Beer Marketing Expert Fang Gang: New Insights into China's Beer Marketing Trends - Marketing Logic that Penetrates Terminal Barriers
No base market, no marketing. For beer giants, high distribution rate, high share, and high profit margin are the basic characteristics of a base market. Only with territory can there be a brand; the bigger the territory, the bigger the brand. Anheuser-Busch InBev, the world's leading brewer, dominates globally with annual sales of 60 million tons, 1.3 times China's total beer sales. Its base markets are built on a continental scale, such as high share in North and South America, and after acquiring SAB, Africa became a base market with ultra-high share! In China...
New DistributionDairy Giant Yili and Juice Leader Huiyuan Release 2016 Annual Reports - Highlights!
Yili's 2016 annual report shows total revenue of 60.609 billion yuan, up 0.41% year-on-year, and net profit of 5.669 billion yuan, up 21.80%, maintaining industry leadership. Huiyuan Juice reported revenue of 5.741 billion yuan, up 59.1 million yuan, with gross profit of 2.334 billion yuan, up 7.6%, and maintained its leading position in 100% juice and medium-high concentration juice markets.
New DistributionThe Ongoing Consumption Revolution: The Rise of Local Craft Beer
In China, craft beer is gaining popularity as a rebellion against industrial beer, driven by enthusiasts who value unique flavors and a more refined drinking experience. The movement, which began in the U.S. in the 1960s, has sparked a local craft beer scene in China, with pioneers and small breweries emerging since 2012.
胡伟China 2017 Snack Consumption Trends Report
Snacks are a delightful addition to life, but growing consumer concern about nutritional value may reduce indulgence in less healthy snacks, leading to a preference for healthy options. Mintel's latest report, "Snack Consumption Trends - China 2017," shows that 40% of Chinese consumers have eaten more nuts in the past six months, with 58% finding them tasty and 44% convenient, while only 9% consider them unhealthy.
New DistributionA Comprehensive Guide to Regional Brand and Regional Market Marketing Warfare: A Must-Read!
In the era of market squeeze, the strong will only get stronger. Competition in China's baijiu market has shifted from incremental growth to stock squeeze, where growth can only be achieved by crushing competitors. Regional market competition has become a life-and-death struggle, and only brands that truly dominate their region or price band can thrive. This article explores the four forms of marketing warfare—guerrilla, flanking, offensive, and defensive—and how they apply to regional market breakthroughs.
朱志明Beverage Industry Enters the 5-Yuan Mainstream Price Zone: What's the Basis for Price Increases?
Since 2015, China's beverage industry has bid farewell to the strong double-digit growth of the past and entered an adjustment period alongside economic transformation. According to the National Bureau of Statistics, soft drink sales volume grew only 4% year-on-year in 2015. In 2016, heavy rain in June and July across the north and south further dampened the industry. Despite challenges, Uni-President achieved 192% profit growth in 2015, driven by premium instant noodles and new beverage products like Xiao Ming Tong Xue, which contributed over 2.5 billion yuan in revenue.
New DistributionPromoters: Learning to Fight in the Midst of War
Being a promoter is not just a job, but a challenging career and a life experience. Based on years of practical experience in the frontline kitchenware market, the author believes that to become an excellent promoter and score the 'final goal,' the most fundamental thing is to 'learn to fight in the midst of war.'
New DistributionShocking: A Single Online Toothpaste Purchase Uncovers a 827 Million Yuan Counterfeiting Scheme
Police in Jiaojiang District, Taizhou City, Zhejiang Province, have dismantled a major cross-provincial network producing and selling counterfeit cosmetics of internationally renowned brands, seizing over 1,200 boxes of fake products valued at nearly 827 million yuan. The investigation began with a consumer complaint about a toothpaste purchased online that failed to foam, leading to the arrest of 13 suspects and the destruction of multiple production and storage sites.
New DistributionGiants Are Declining, So Who Is Rising Against the Trend?
While traditional FMCG giants report declining sales, new products and categories are surging. This article analyzes the real reasons behind the giants' decline and reveals the growth drivers, such as health, premiumization, and e-commerce, with examples like Three Squirrels, Vita Coco, Monster, and Chobani.
Mote ChanRecord-Breaking: Huishan Dairy Plunges 85% in Half an Hour! The Full Story of Its Rise and Fall
On the morning of March 24, 2017, shares of Hong Kong-listed Huishan Dairy (6863.HK) suddenly plunged 85% in just half an hour, setting a record for the largest drop on the Hong Kong Stock Exchange. This historic moment is worth remembering for future bragging rights. So what exactly happened? As early as March 3, we at Sanqian Erliang (ID: ThreeQian) had published an analysis of Huishan Dairy, and today we take this opportunity to walk you through the entire saga from start to finish. Grab a seat and some snacks, here we go...
钱伟大After Red Bull: Which Functional Drink Will Prevail?
With the trademark expiration between Reignwood Group and Thai Red Bull, the renewal situation is uncertain, prompting a new wave of functional drinks aiming to replace China Red Bull. The question remains: which brand will come out on top?
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