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.
Related research and analysis
4701 articles · Page 153 of 196
How Can Beverage Manufacturers Strengthen Their Foodservice Channel?
The foodservice channel is crucial for beverage manufacturers as it allows consumers to taste products directly, increasing repeat purchases. To succeed, manufacturers should segment the market, target specific restaurant types, and engage in deep cooperation with restaurant owners.
洋洋不会得意Is the Market Becoming More Rational? An Illusion! Our Greatest Rationality Is Knowing the Market Is Never Rational
The article argues that the market is never rational, only replacing old sensibilities with new ones. It introduces four key concepts for high-EQ marketing: 'you', 'concreteness', 'comparison', and 'unmet needs'.
苗庆显Heavyweight! "Food & Beverage Cost Research Special Report": On the Issue of Rising Costs
Click the image for details. Key points: The food industry has enjoyed the CPI-PPI scissors gap dividend for five consecutive years, with the first half of 2017 possibly being the turning point. From 2012 to 2016, gross margins for mass-market food improved by nearly 10 percentage points, which we believe is mainly due to the scissors gap between CPI and PPI. Starting from March 2012, PPI began negative growth while CPI continued positive growth, allowing companies to benefit from falling costs. However, since November 2016, PPI has risen sharply, especially with soaring costs for packaging materials, transportation, sugar, and oil, leading us to predict the turning point of the CPI-PPI scissors gap dividend. Historically, in the second half of 2008 and in 2010, CPI and PPI inverted, and the profitability of food processing companies was generally affected for 2-3 quarters.
New DistributionP&G: Why Are Huge Ad Spendings Not Translating into Sales Growth?
As early as August 2016, P&G announced it would reduce its targeted advertising on Facebook due to poor results. Recently, it has pushed for transparency in digital marketing, suspecting that ad effectiveness is compromised by fraudulent practices in channels and media. According to P&G's 2016 financial report, the company spent $7.2 billion on advertising last year, yet this massive investment did not lead to rapid brand sales growth. What are the underlying reasons?
皮特先生Youyou Foods Sold 630 Million Yuan in Pickled Pepper Chicken Feet in One Year—What Makes It So Successful?
On February 21, Youyou Foods released its 2016 annual report, showing revenue of 827 million yuan (up 10.04% year-on-year), with pickled pepper chicken feet contributing 630 million yuan (76.11% of total). Net profit attributable to shareholders was 122 million yuan (up 13.56%). The company attributed growth to increased marketing efforts, new product launches, and e-commerce expansion.
New DistributionA New Brand's Omnichannel Operation Strategy!
Today, brand owners face far more complex channel operation issues than before, with an increasing variety of channels such as distributor wholesale/retail, KA hypermarkets, maternal and infant specialty stores, e-commerce, and WeChat businesses. Each new channel's emergence and differentiation reflects consumers' new choices for shopping and demands for lower comprehensive costs, driving brands to adapt or decline. This article outlines a four-step roadmap for emerging brands: first, community e-commerce operations and minimal experiments; second, leveraging major e-commerce platforms for consolidation and diffusion; third, steady expansion into offline channels; and fourth, managing product lines and lifecycles for sustainable growth.
陆兴元Australian Milk Powder Massively Counterfeited! China's 'Bonded Zone' Is So Deep It Has Become a 'Laundering Zone' for Fakes
This article exposes the rampant counterfeiting of Australian milk powder sold on Taobao, revealing that some sellers offer Devondale milk powder for as little as 9 RMB, far below the genuine cost. It explains how fake products are laundered through China's bonded zones and warns consumers to be wary of low prices.
New DistributionMarketing Will Usher in a New 'Golden Decade'
This article, inspired by marketing expert Lu Changquan's piece on why marketing will embrace another golden decade, argues that China's first golden decade of marketing ran from around 2004 to 2013, driven by rapid demand growth. Now, a new golden decade is emerging, fueled by consumption upgrades, industrial restructuring, and internet-based marketing, with Chinese enterprises poised to benefit.
刘春雄Latest Rankings in China's Beverage Industry
The China Brand Power Index (C-BPI), launched by Chnbrand in 2011, is China's first brand value evaluation system based on consumer feedback. This article presents the rankings of various beverage subcategories, including bottled water, tea drinks, herbal tea, functional drinks, juices, yogurt, and more.
New DistributionWho Should Manufacturers Sell Premium Products to First?
Most manufacturers have less-than-ideal product structures, with premium products accounting for too small a share, making it hard to sell profitable items. Despite significant investment and channel incentives, premium products often fail due to internal channel resistance. The key is to first 'sell' premium products to frontline sales staff by aligning their understanding and willingness, using targeted strategies.
潘文富Four Thoughts at the Turning Point of China's Beer Industry
The beer industry is struggling in a downturn. We observe potential changes in volume and price dynamics and catalysts. Four questions: 1) Is there a possibility of breaking the co-opetition pattern? 2) Is the sales recovery sustainable? 3) What are the endogenous trends? 4) What to buy under long-term trends and short-term catalysts?
戴佳娴，陈梦瑶Deep Dive: Why Can't Chinese-Style Marketing Go Global?
This article argues that Chinese-style marketing cannot go global due to several misconceptions, including a misunderstanding of marketing as mere promotion, an overemphasis on tactics over strategy, a neglect of management in favor of operations, a one-size-fits-all approach regardless of company size or stage, and treating customers as 'gods' rather than equal partners.
高建华From Sparkling Wine to Flavored Milk: Who Are the Most Eye-Catching New Beverages of 2017?
This article, reposted with permission from Foodaily Daily Food, highlights some of the most innovative new beverage products from around the world in 2017, ranging from sparkling wine to flavored milk.
FoodailyThe Era of Easy Marketing Through Advertising Is Truly Over!
The era when simply running ads could ensure effective communication and easy marketing is coming to an end. In the traditional era, the 'funnel principle' meant that advertising on authoritative media would funnel some audiences into becoming consumers. However, with mobile internet, communication has entered a 'ripple era' where brands must act as their own wave source to influence others through chain reactions.
谭长春What Happens to Milk Powder Cans Recycled for 60 Yuan?
Recently, mothers are again discussing how to dispose of empty milk powder cans, advising to damage them before discarding and avoid high-price recycling to prevent counterfeiters. Industry insiders say some physical stores recycle cans as a marketing tactic.
New DistributionThe Succession Suspense of Zong Qinghou and Zong Fuli: Why One Hasn't Let Go and the Other Hasn't Sprinted?
At 72, Zong Qinghou remains the helm of Wahaha Group, while his daughter Zong Fuli, the sole heir, responds to succession questions by starting her own venture. The baton has been held by both for 13 years, with the former not letting go and the latter not sprinting.
无冕财经Nice vs Liby: Alibaba vs Tencent in the Daily Chemical Industry
In the daily chemical industry, P&G, Unilever, and L'Oréal dominate all market segments, but two Chinese companies, Nice and Liby, have managed to stand firm and counterattack, each with annual sales exceeding 15 billion yuan in 2016. This article analyzes their strategies in product segmentation, channel management, and brand marketing, highlighting their different approaches and outcomes.
纳兰醉天Enough Jokes About Six Walnuts, Let's Talk Seriously!
In the two months before the Spring Festival, jokes about Six Walnuts were everywhere, focusing on its annual sales and counterfeit products. The company's first official disclosure estimated 2016 sales at 9-10 billion yuan, but the real challenge lies in sustaining growth and building brand equity.
浩波At the Start of the Year, How Can New Products Quickly Ignite the Market?
This article analyzes the development bottlenecks faced by FMCG distributors and provides a comprehensive guide on how to successfully launch new products. It covers product selection criteria, market preparation, execution details, and long-term strategies, emphasizing the importance of choosing the right product and adapting to market trends.
朱朝阳Valentine's Day Romance | The Love Stories of Li Ka-shing, Li Kaifu, Robin Li, Jack Ma, Liu Qiangdong, and Pan Shiyi
This article shares the heartwarming love stories of prominent Chinese business leaders, including Li Ka-shing, Li Kaifu, Jack Ma, Robin Li, Liu Qiangdong, Zhou Hongyi, and Pan Shiyi, highlighting how their personal relationships shaped their lives and careers.
New DistributionHow Should Baijiu Distributors Arrange Their Work at the Start of the Year?
The Chinese liquor industry is in a turbulent period of transformation, and distributors face severe challenges. However, some frontline distributors believe that selling baijiu is not difficult if done properly. This article uses two case studies to analyze how small and large distributors can effectively plan their work at the beginning of the year, emphasizing the importance of setting clear goals, allocating resources, and executing plans.
邹凌远Dairy Industry Deep Report: Policy Dividends Highlighted, Turning Point for Milk Powder Industry Has Arrived
This report from GF Securities' Food & Beverage team, authorized for distribution by New Distribution, analyzes the infant formula market. It highlights the policy dividends from the new registration system and cross-border e-commerce regulations, which are expected to consolidate the market and benefit domestic leading brands. The report recommends leading domestic players such as Biostime, Beingmate, and Yili.
王永锋Inside the Planning of a Hot Product That Distributors Embraced During the 2017 Spring Festival
This article reveals the strategic planning behind Xiaoshile Shanzha Shuang, a hawthorn beverage launched by a Henan company, which gained rapid traction among distributors within four months. It details the brand's positioning, market testing, and ambitious goals to become a leading hawthorn drink brand.
牛恩坤 尹鹏震The Most Important Things FMCG Companies Should Do Amid Consumption Upgrades
Since 2014, consumption upgrades have become the hottest topic in the FMCG industry. This article discusses the manifestations of consumption upgrades and suggests that companies should strengthen their products and weaken their brands to adapt to the new consumer landscape.
胡伟（净泊子）