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 154 of 196
2017 Global Brand Value 500 Full List: Only Yili, Moutai, and Yanghe from China's Food & Beverage Sector Make the Cut
Brand Finance, a UK-based brand valuation consultancy, released its 2017 Global 500 list, with Google overtaking Apple for the top spot. Among Chinese food and beverage brands, only Yili, Moutai, and Yanghe made the list, with Moutai ranking 118th and Yanghe 398th.
New DistributionSelling Combs to Monks? How Long Do You Plan to Keep Fooling People?
The article criticizes the popular sales tactic of 'selling combs to monks,' arguing that it is costly, low-return, deceptive, and ultimately unsustainable. It emphasizes the difference between marketing and selling, citing examples like Ma Huateng's failed attempt to sell QQ to Zhang Ruimin, and warns against mistaking sales tricks for true marketing.
苗庆显Coca-Cola Has Been Busy Lately! New Product! New Packaging!
Coca-Cola has launched a new weight-loss cola in Japan called Coca-Cola Plus, and has begun a global packaging upgrade under its 'One Brand' strategy, which has now reached China.
New DistributionDeep Dive | Japan's Kao with 90 Billion RMB Revenue: Diapers in High Demand Only Account for 7%!
Kao, Japan's largest daily chemical producer and second-largest cosmetics maker, founded in 1887, operates in 33 countries and regions with subsidiaries in 18 countries. Its main business spans beauty care, health care, fabric and home care, and industrial chemicals. In 2015, Kao Group's revenue was 88.3 billion RMB (at end-2016 exchange rates), with a market cap of 167.1 billion RMB at end-2016, and a TEV/2015 Total Revenue of 1.8.
New DistributionThe Spring Festival for Marketers: The Poor Don't Celebrate the New Year!
The article argues that the period from the fifth day of the first lunar month to the Lantern Festival is a golden opportunity for salespeople to boost early-year performance, as retailers have cash and empty shelves, and competitors are still on holiday. It describes the hardships of marketing professionals, who often sacrifice family time and face insecurity, and urges them to work hard during the holiday to secure a better future, as they come from humble origins and must strive to avoid passing on their 'humble fate' to their children.
魏庆Controlling Inventory: The Top Priority for Sales Work in 2017
Controlling inventory, or managing shipments to align with actual market consumption, is the top priority for sales work in 2017. It is a method to increase distributor profits without reducing sales, which is essential for other marketing activities to succeed.
刘春雄How Did Coca-Cola Become Such an Influential Brand?
Coca-Cola was invented in 1886 by pharmacist John Pemberton, who accidentally created a drink with coca and cola extracts. After his death, Asa Candler acquired the company and used innovative marketing and franchising to make it a global icon, with the secret formula and the Santa Claus image becoming legendary.
New DistributionPremium Pricing = 'Good Value for Money'? Your Understanding of 'Good Value for Money' Is Wrong!
This article argues that premium pricing, not low pricing, is the key to brand success. It explains that 'good value for money' means lowering the consumer's total cost and increasing total value, not just the price. Through case studies, it shows how high-price strategies can break monopolies and achieve market leadership.
曾祥文What Should Maxwell House Coffee Do Next After Falling to the Point of Suspending Production and Closing Factories?
In 1984, Mondelez International (formerly Kraft Foods) officially started its development in China and began producing Maxwell House instant coffee. 33 years later, it was reported that Maxwell House's production plant in Guangzhou, China, had suspended production with employees on leave. Jacobs Douwe Egberts (JDE), the trademark holder of Maxwell House, publicly responded that starting from 2017, the Guangzhou plant would cease production, and the Greater China market would be supplied by its production base in Bangkok, Thailand.
陆兴元Behind 'Premium Milk': How Long Can the Winning Formula Last?
Premium milk satisfies the needs of consumers with higher purchasing power, but from an industry perspective, it is more of a 'transitional product.' The biggest challenge for Chinese dairy companies remains the strong competition from imported milk.
New DistributionThe World Has Changed, Why Haven't You? — Changes in 2017 That Could Impact the Consumer Market
This article discusses various changes in 2017 that could significantly impact the consumer goods market, including the rise of Chinese consumers on the global stage, the formation of a unique market environment in China, the need for Chinese brands to develop their own characteristics, and the rapid increase in labor costs. It emphasizes that companies must adapt to these changes to remain competitive.
老挺Lactic Acid Bacteria Water Emerges as a New Star, 2017 Battle on the Horizon!
Lactic acid bacteria water emerged as a new category in 2016, with products from major players like Uni-President, Junyao, and Suntory. The market is expected to see intense competition in 2017 as companies vie for dominance in this new segment.
New DistributionDistributors Often Win in Marketing, Lose in Management!
A distributor who once performed well in sales is now struggling due to poor management, despite strong marketing capabilities. The article identifies common management pitfalls such as excessive brand portfolios, lack of competitive brands, poor inventory control, inaccurate records, and loose business tracking, offering practical advice for improvement.
梁胜威Asahi Breweries Wants to Talk with Tsingtao Brewery: Can They Deepen Cooperation?
Asahi Breweries Group President Akiyoshi Koji said the company will review its investments in China, including its minority stake in Tsingtao Brewery, due to dissatisfaction with the current investment relationship. In 2016, Asahi became the most active buyer after the Anheuser-Busch InBev and SABMiller merger, acquiring several European beer brands for nearly 10 billion euros.
钱睿荪Reminder | Six Points of Attention and Ten Taboos for Work WeChat
WeChat has become the most common communication tool in the workplace, but improper use can cause problems, especially in formal and traditional work environments. This article outlines six key points for using work group chats and ten taboos for personal WeChat use in professional settings.
New DistributionHas the Internet Made the 'Human Wave Tactics' Obsolete for Traditional Marketers?
Since its inception, the human wave tactic has been labeled as inefficient and brute-force. Since 2012, companies relying on this tactic for channel refinement and deep distribution have faced declining sales and profits. However, the tactic is not obsolete; it is evolving with internet technology, and the key lies in integrating both approaches.
黄润霖2016 Beverage Satisfaction Report: Packaged Water Most Popular, Carbonated Soft Drinks Preference Only 7%
On January 17, the China Quality Association User Committee released the "2016 Beverage Industry Satisfaction" report, showing that consumers prefer packaged water, while carbonated soft drinks have low preference. The survey covered six major categories including packaged water, functional drinks, tea drinks, protein drinks, juice drinks, and carbonated drinks, involving over 12,000 consumers and more than 10,000 valid samples.
任震宇The Truth About WeChat Business Agents: Why Your Friends Keep Doing It Even After Knowing They've Been Scammed...
WeChat business has become synonymous with a new era of self-employment. This article reveals the truth behind the pyramid-like agent model, where products are not sold to consumers but pushed onto downlines, and where dreams of wealth are generated by software tools.
New Distribution30 Years of Reform and Opening-Up: Why Has Chinese Marketing Failed to Establish Itself? How to Break Through?
This article reflects on the 30 years since China's reform and opening-up, arguing that Chinese marketing has failed to mature due to a focus on low-end manufacturing and superficial tactics rather than genuine brand building. It calls for a shift from mass to niche markets, from price to value orientation, and from sales to true marketing, emphasizing the need to master game rules and establish pricing power.
高建华Lehu, Zhanma, Monster: The Undercurrents Reshaping China's Energy Drink Rankings in the Next Three Years
In 2015, China's functional beverage (energy drink) market reached 60.6 billion yuan, up 15.16% year-on-year, with consumption volume of 1.368 billion liters, up 25%, making it the fastest-growing country in sales and second globally. Per capita consumption is only 0.5 kg annually, far below the global average of 7 kg, indicating huge potential. The market is dominated by Red Bull with over 20 billion yuan in sales, while Lehu, Dongpeng, and Tizhi Nengliang compete fiercely.
New DistributionRural Market Marketing Focus Sinking? Finally Someone Explains It Clearly
Rural areas offer vast opportunities. While the industry focuses on supply-side reform and urban marketing innovation, the long-standing issue of marketing focus sinking in rural markets remains unresolved. With rural markets still accounting for half of sales, especially for mid-to-low-end brands, it's crucial to study and solve this challenge.
New DistributionIn Sales, You Must Know These People!
As the saying goes, before 30 you rely on ability; after 30, you rely on connections. In modern society, relationships are crucial in both life and work. Besides your own conditions and efforts, your network can steer your destiny and decide your future at critical moments. Newcomers to the workplace often think that just doing their current job well is enough, but there is much more to learn, especially for those born in the 1980s now entering their 30s, where managing relationships becomes particularly important.
New DistributionYu Jianmin: The Truth Behind JDB's Success
In the history of China's beverage business, and even in the Chinese business world, JDB is destined to leave a significant mark. Since its rapid growth over a decade ago, it has expanded the Chinese herbal tea market by a hundredfold and become one of China's beverage giants. Despite external changes and fierce competition, it remains the king of herbal tea with a leading market share, achieving impressive results in the 2017 opening.
于建民Matchmaking vs. Self-operated: Which B2B Model Is More Efficient?
The essence of B2B is to improve supply chain efficiency through internet transformation. However, many B2B platforms have not improved efficiency through technological transformation or compressing levels; instead, their operating costs remain high. This article analyzes the relationship between different products and models, and which operational model is most efficient, based on the underlying logic of supply chain: products, warehousing and logistics, and models.
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