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 152 of 196
Outshining Dong Mingzhu! He Is the No. 1 CEO in Manufacturing, Worth Billions Yet Still Eating Instant Noodles While Working Hard
A photo of Hengan Group CEO Xu Lianjie eating instant noodles at an airport recently went viral on social media. Despite being in his 60s, he maintains the energy of a 30-year-old, exemplifying hard work. As a grassroots business guru, he outranks even Dong Mingzhu in the manufacturing sector.
New DistributionChina's Beer Leader China Resources Breweries Admits: Low Growth Puts Pressure on Industry
Hou Xiaohai, executive director and CEO of China Resources Beer, believes the beer industry is undergoing four major changes that practitioners must learn to face. With production declining for three consecutive years, the industry faces significant pressure from low or negative growth.
文静In the Second Half of the Internet Era, How Can Brands Break Through with Offline Promotion?
Stories of products going viral overnight and users flocking in exist in every industry, but they are never accidental. More often, user accumulation relies on behind-the-scenes 'pushers.' To quickly acquire users, some products rely on subsidies, like Didi and Kuaidi in their growth phase, while O2O industries like group-buying rely on offline promotion teams. In 2015, Dianping and Meituan had offline promotion teams of over a thousand, and Alipay's Koubei launched a '10 billion yuan subsidy to attract nationwide offline promotion' campaign. In the second half of last year, Taohuichang, originally focused on conference O2O, began transforming into a commercial real estate B2B platform, connecting merchants with promotion needs and venue operators. The industry also has companies like Yiqitui and Dipaiba dedicated to offline promotion marketing.
陈淑华Spring Sugar, Don't Forget to Take a Look at This Magic Water
The annual Spring Sugar Fair is held as scheduled in Chengdu, but with the winter of FMCG, people are beginning to question its value. Once a stage for corporate myths, with one company collecting 400 million yuan in payments and others going national, the fair is now seen by many as a mere formality—just eating, sleeping, and listening to reports, with the only visual treat being the models hired by liquor companies.
老纳The Unruly Health Supplement World: It Was the King of Bus Ads, More Brainwashing Than Brain Platinum, Now It's Stopped Production and Renamed, a Mess
In business, BESUNHEN is a good marketing case, once using functional promotional gimmicks to rise rapidly and grow wildly, but ultimately had to suffer the consequences. This article is about 2991 words and takes about 4 minutes to read.
胡二伙Wolinka Ripe Yogurt: An Innovative Category, Creating a New Force in China's Ambient Yogurt Market
The article introduces Wolinka Ripe Yogurt, a new category of ambient yogurt with a Russian-style production process, unique taste, and innovative packaging. It highlights the brand's potential to lead the market and offers opportunities for distributors.
New DistributionReject the First Idea
How can one find effective marketing strategies? My experience is to "reject the first idea," even to "reject the first three ideas," especially those that everyone "unanimously" agrees upon. I am not the first to propose this view; it was originally put forward by a German field marshal. He knew that staff officers always devise several plans, usually three, so he often said: tell me directly what the fourth plan is. Marketing, like war, is competitive, akin to sports...
刘春雄Revenue Down 1.68 Billion, China Want Want Lays Off Nearly 5,000
China Want Want (00151.HK) reported annual results for the year ended December 31, 2016, with revenue down 7.9% to RMB 19.71 billion, but net profit up 4.0% to RMB 3.519 billion. The company reduced its average workforce by 4,985 employees, and its rice cracker business was the only segment to grow.
New DistributionMizone's New Product Exclusively Launched on JD New Channel, Why Was It Sold Out on the First Day?
Mizone is making headlines again in the food and beverage circle, not only for leveraging the 'Spring Sugar' event to launch new products and continuing the popularity of light beverages over the past two years, but also because the exclusive launch platform was the rapidly rising 'JD New Channel'. The speed of the new channel is irresistible: the product was shipped from Zhongshan on March 10, entered JD New Channel's warehouse on March 11, and was exclusively launched on JD's ZhangguiBao platform at 8 AM on Monday, March 13, selling out within hours.
食品君The Environment Has Changed. If You Were to Rebuild Your Company, Where Would You Start?
Yang Yonghua, a renowned expert in enterprise growth path planning, discusses the fundamental changes in the business environment, such as supply-demand shifts, consumption upgrades, and the rise of the mobile internet. He argues that companies must undergo strategic, operational, organizational, brand, product, market, marketing, and systemic restructuring to adapt and thrive, emphasizing the need to focus on customer experience and value creation.
杨永华Jinmailang Faces Channel Upgrade Dilemma, Pressured by Brand, Category Building, and Capital
Jinmailang, after splitting from Uni-President, is pushing into mid-to-high-end markets with new products like bottled water and vitamin drinks, but faces challenges in brand recognition, category innovation, and funding. Experts doubt its ability to break into first- and second-tier markets without a unique product category.
孙吉正Who Profits from 'One More Bottle'? It's a Business That Preys on Big Brands!
In recent years, the once-common 'One More Bottle' promotional giveaway in the beverage and beer industry has disappeared, replaced by various purchase-with-gift and lottery promotions. Besides rising labor and raw material costs, a major factor is the emergence of 'big pests' in the promotion industry, severely impacting manufacturers' profits and forcing them to stop. This article reveals the business chain behind this parasitic scheme.
New DistributionAfter Reading These 22 Laws of Marketing, All the Mystery and Misconceptions of Marketing Disappear
In 1972, Ries and Trout published a series of articles on 'Positioning Era' in Advertising Age, bringing the term 'positioning' into public view. In 1980, 'Positioning' was published, quickly becoming a marketing 'industry standard' and being hailed as 'the most influential concept in American marketing history.' The two masters jointly launched 'The 22 Immutable Laws of Marketing,' summarizing the essence of positioning theory into 22 simple, clear laws. As the concluding work of their 25-year collaboration, 'The 22 Immutable Laws of Marketing' was published...
华章经管Why Do Consumer Brands Love Sponsoring Variety Shows?
Recently, the variety show "Roast" has become very popular, and traditional consumer brands like Nin Jiom are using new marketing methods through product placement in such shows. This article analyzes why consumer brands are increasingly sponsoring variety shows, citing examples like Six Walnut and JDB, and provides seven reasons and five tips for effective sponsorship.
New DistributionZong Qinghou Reflects on Wahaha's 30-Year Peaks and Setbacks Amid New Transformation
Zong Qinghou, chairman of Wahaha Group, recently discussed the company's future direction in an interview with Xinhua Net, stating that since Wahaha has already grown significantly in the food industry, further expansion would be detrimental to the sector, making diversification necessary. The company is venturing into biotechnology, sensors, and intelligent manufacturing, with Zong acknowledging that while developing a successful food product could yield billions, the effort might not be worth it for just tens of millions, so they are partnering with experts in other fields.
鱼多多Why Do Distributors Hate Big Brands? And Why Do Big Brands Hate Hypermarkets? This Article Explains It All!
Amid the price hike wave at the end of 2016 and the beginning of 2017, big brands, distributors, and hypermarkets are all interconnected. Distributors, especially those of top-tier brands, face increasing pressure, leading some to drop big brands for more profitable emerging ones. Meanwhile, big brands resent hypermarkets due to high fees and changing consumer habits.
New DistributionYoung Heroes, Spare Us Old-Timers! We Really Don't Need 'Edgy and Provocative'
Why do we always face 'ideological intimidation' when we do business operations honestly? With the rise of the 'post-95s market,' what's the right approach? Marketing professionals confused by the young market can take a reassurance pill with Old Miao today.
苗庆显2017 Marketing Solutions: Elite Teams, Channel Adjustments, and Profit Growth!
As the first quarter of 2017 comes to a close, the FMCG market is experiencing sluggish sales, with inventory from the Spring Festival still lingering. Companies are rethinking their marketing strategies, focusing on improving personnel quality, optimizing channel management, and increasing profitability.
童苗强Red Bull Questioned on Product Functionality Amid Escalating Functional Drink Battle
As the trademark licensing issue remains unresolved, China Red Bull, a leading functional beverage company, faces external scrutiny over its product's functionality. A customs classification decision suggests the drink lacks typical functional beverage characteristics, while the market sees intensifying competition from domestic and international brands.
蒋政Tracking the 2017 Two Sessions | What Truths Did FMCG Industry Leaders Speak This Time?
During the 2017 Two Sessions, FMCG industry leaders shared their views on industry development. Zong Qinghou of Wahaha discussed shifting from safety to health and using internet technology to aid the real economy. Fan Xianguo of Jinmailang called for food education legislation to correct consumer misconceptions. Pan Gang of Yili focused on revitalizing the real economy and agricultural supply-side reform. Liu Yonghao of New Hope emphasized transformation and upgrading, while Wang Jinghai of Wondersun addressed dairy industry challenges and the need to go global.
New DistributionDeep Dive: No Second Coca-Cola in Soft Drinks, Which Healthy Beverages Are Reshaping the Market?
Since the Civil War, Americans have enjoyed soda and sarsaparilla, and in 1885, John Pemberton invented a carbonated drink with coca and alcohol, which became the first Coca-Cola after removing alcohol in 1886. As consumers increasingly prioritize health and reduce sugar intake, traditional carbonated drinks like Coca-Cola face slowing growth in developed economies, creating opportunities for healthier beverages such as sports drinks, NFC juices, and unsweetened teas.
张辰The Rising Post-95s Market Is Punishing Brands That Don't Get 'Playful, Edgy, and Irreverent'
This generation of young people was born into the spotlight. Seniors, you're not wrong—you're just too old. As age anxiety grips everyone, brands that fail to adapt to the post-95s' label-driven social media habits are being left behind. Products must embody 'playful, edgy, and irreverent' qualities to thrive in this new market.
舍予兄What's Wrong with Fujian Crayon Shin-chan? Last Year's Net Loss Reached 600 Million Yuan!!
Recently, Crayon Shin-chan announced an expected net loss of approximately 602 million yuan for last year, compared to a net loss of 338 million yuan in 2015. Total sales during the period were about 893 million yuan, a year-on-year decline of nearly 15%. This is not the first time the company has seen declining performance; since the 'gelatin scandal' in 2014, its results have deteriorated year after year.
New DistributionWhy Does Marketing Also Follow the Principle: 'The Higher the Beauty, the Greater the Responsibility'?
The article discusses how niche markets, like traditional crafts, require attention to 'appearance' (quality and presentation) to thrive, drawing parallels between the need for aesthetic appeal in marketing and the survival of niche products, and criticizing the lack of such focus in Chinese niche marketing.
黄润霖