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 155 of 196
Serving Every Store, for Every Home - Alibaba Retail Link's First Brand Film Warms Hearts
A sudden thunderstorm at the community entrance makes one wish for an umbrella; a phone call fails due to insufficient balance, wishing a son were nearby; a train station too far, ticket agents hard to find, and unfamiliarity with online tools make buying a ticket home difficult. These small inconveniences, though not life-altering, can be resolved by the neighborhood retail store, which plays a vital role in supporting daily life and community development. Alibaba Retail Link aims to empower these stores through its platform, ensuring they can source quality products and provide essential services, thereby enhancing the well-being of every household.
New DistributionJiangxiaobai CEO: A Good Product Is the Prerequisite for Good Marketing
Recently, some media claimed to have obtained Jiangxiaobai's internal PPT and said it was absolutely high-definition and uncensored. A group of marketing veterans heard about it and immediately mobilized their resources, vowing to get the material. It is said that this PPT was from a speech by Jiangxiaobai CEO Tao Shiquan at the 14th China Marketing Ceremony, themed 'Redefining a Good Product'. It was this essential methodology that led to a significant increase in Jiangxiaobai's online sales in 2016, and at the ceremony, the company was awarded the China Enterprise Marketing Innovation Award (Special Award) - Annual Industry Culture Marketing Innovation Award.
New DistributionWangwang, Qinqin, Wahaha... Why Are Childhood Favorites Slipping into the Mire?
Once beloved childhood snacks like Qinqin, Wangwang, and Wahaha are facing severe crises, with declining revenues and profits. Despite efforts to adapt, these brands struggle to stay relevant in a changing market.
New DistributionMarketing Secrets: 31 Simple Yet Spot-On Insights!
1% of sales are completed over the phone, 2% after the first contact, 3% after the first follow-up, 5% after the second follow-up, 10% after the third follow-up, and 80% after the 4th to 11th follow-up! Follow-up work makes customers remember you, so when they take action, you are the first they think of. The biggest gain in sales is not the commission, promotion, bragging rights, or task completion, but that you have one more person in your life who trusts you.
New DistributionThe Lone Wolf Zhong Shanshan
Zhong Shanshan, a reclusive Zhejiang businessman behind Nongfu Spring and Yangshengtang, is known as the 'lone wolf' for his unique marketing style. From a bricklayer and journalist to a beverage tycoon, he built a billion-dollar empire through bold strategies and relentless innovation.
New DistributionWhat FMCG Products Do Henan Residents Prefer Most During Spring Festival? -- 2017 Spring Festival Shopping Trends
A retail industry saying goes: one month of Spring Festival equals three months of sales. This report analyzes data from Henan supermarkets for the Spring Festival months and the preceding months in 2015 and 2016, revealing that snacks surpassed beverages as the top category in 2016, with beverages still showing strong growth. It provides insights for retailers preparing for the 2017 Spring Festival shopping rush.
芥末数据What Trends Shaped the Beverage Industry Over the Past Year? It's Not Just About 'Consumption Upgrade'
In 2016, social media could already create 'hit drinks'; traditional beverage companies and internet brands took different paths in 'consumption upgrade'; beverage 'customization' began to emerge; and innovative marketing on small packaging became increasingly diverse. Even niche markets like NFC juice are being seen as 'windfalls' by some companies. For many, 'what to eat today' is an eternal problem. In comparison, 'what to drink' also seems to be gradually becoming a question that is not easy to answer.
何承轩Trends in China's Condiment Industry in 2017
In his New Year address for 2017, President Xi Jinping encouraged the nation to 'roll up our sleeves and work hard,' signaling strong central government support for the real economy, which bodes well for China's condiment industry. With favorable policies, growing consumer demand for quality and healthy products, and increasing capital inflows, the industry is set for significant growth and transformation in 2017.
New DistributionYear-End Insights | Six Key Points for Marketing Professionals on Annual Work Summaries and Next Year's Planning!
As the year draws to a close, salespeople are making final pushes to meet annual targets, with many frontline staff spending over 200 days in the market—this is no exaggeration. It is essential for sales professionals to craft effective annual work summaries and plan for the upcoming year. This article provides a detailed guide on how to do so.
蒋军Special Report | Tang Guangliang: Three Moves to Establish Happy Hui's Position in Hunan's Retail Chain Market
Tang Guangliang, born in the 1980s, is a new-generation member of the 'Hunan food merchants.' He says a company's success has its reasons and methods; I only believe in the team. In 2008, Tang left Bubugao and founded Happy Hui, losing one million yuan within the first three months. After sleeping and thinking at home for three months, he wondered why others made money while he lost. He then interviewed at Vanguard, which sparked an idea: 'I lost a million; if I earn ten thousand a month, that's 120,000 a year without spending, it would take me eight years to break even.'
New DistributionLaocunzhang: A Price Upgrade Driven by Costs
During the National Day holiday, the author noticed a green train with Laocunzhang's advertisement, highlighting the brand's ubiquitous presence. Despite skepticism about low-end bottled liquor, Laocunzhang's sales reached 6.5 billion yuan in 2014, and the article argues that the current price increases in this segment are primarily a monetary phenomenon driven by rising costs, not consumer demand, presenting both challenges and opportunities for brands like Laocunzhang.
钱学林FMCG Marketing: The Era of Channel Prosperity Is Over
Reviewing the history of China's FMCG industry, the most representative aspect is the development of its marketing channels. In less than four decades, countless individuals have grown from novices to elites, from starting from scratch to becoming wealthy, growing alongside the channels. They adhered to the principle of 'position determines action' and fully practiced 'winning at the terminal' and 'the terminal is king.' However, when 2013 arrived, they suddenly realized that the world they knew was no longer what it used to be, and the once-winning strategies were no longer yielding the same results.
陈崖枫The Father of Positioning: Social Media Cannot Save a Weak Brand
If you came from Mars and landed at a marketing conference in the US, you might think marketers talk about nothing but 'TGIF'—Twitter, Google, the Internet, and Facebook. While these revolutionary developments have transformed marketing, they are not a substitute for strategy. Marketing is war, and strategy is more important than tactics. Growth is not strategy; dominating a category is. Brands like DHL, Kmart, and Coca-Cola failed not because of poor use of social media, but because of weak positioning. The key is to be the leader or the opposite of the leader, not to imitate.
New DistributionThe Legendary Journey of Six Walnuts from Bankruptcy to Annual Earnings of 2.6 Billion Yuan...!
Hebei Yangyuan (brand: Six Walnuts, hereinafter referred to as Six Walnuts) was initially a wholly-owned subsidiary of Laobaigan Group, a small and medium-sized state-owned enterprise, mainly producing and selling walnut beverages. Before being acquired through debt assumption by Laobaigan Group, Hebei Yangyuan was insolvent and on the verge of bankruptcy. In January 1999, Hebei Yangyuan was acquired by Laobaigan Group through debt assumption, and in December 2005, the management team purchased the property rights of Yangyuan. After 10 years of development, Yangyuan has become a leading enterprise in the plant protein beverage field, with revenue reaching 9.1 billion yuan in 2015, becoming a global giant in the plant protein beverage category.
New DistributionNew Trends: Food and Beverage 2017
The article outlines ten key trends for China's food and beverage industry in 2017, including generational succession, boundaryless enterprises, industry restructuring, category champions, the rise of the middle class, the influence of young consumers, capital market activity, perseverance, B2B e-commerce, and soft power. It also highlights six global market trends from Mintel's report, emphasizing health, convenience, and trust.
New DistributionRed Bull with Annual Sales of 23 Billion Yuan Faces Disappearance
It is one of China's most successful beverage brands, dominating the energy drink market for 20 years. With over 3 million sales outlets nationwide, it has built one of the world's most powerful commercial networks. In 2015, its revenue exceeded Coca-Cola's, reaching 23.07 billion yuan, making it the best-selling beverage in China. However, recent rumors of downsizing, production halts, office closures, and trademark expiration have cast a shadow over its prosperity. What lies ahead for China Red Bull?
张禄桅Year-End Special: Why Didn't Your Mainstream Shift Product Succeed?
This article offers the latest insights from the past three years on the practice of mainstream shift, concluding that most 'upgraded' products are pseudo-demands, driven by packaging and storytelling rather than real innovation. It outlines five key success factors for mainstream shift, emphasizing substantive product innovation, complete innovation elements, new brands with mainstream values, the rise of mid-range brands, and the ultimate test of sustained consumer purchase.
史贤龙The Packaging of 'Coconut Palm' Coconut Juice Is Like a Walking Billboard
The designer of this brand must have shielded the boss from an atomic bomb... On the 26th, Weibo user @羅雨時 shared a new packaging of Coconut Palm coconut juice, expressing amazement at its gorgeous design... Coconut Palm coconut juice is a representative product of Coconut Palm Group. In the 1990s, natural coconut juice became a 'Chinese state banquet beverage,' and in 1994, Coconut Palm ranked first in sales among national beverage companies. Coconut Palm coconut juice is truly delicious, but its packaging is definitely a breath of fresh air in the packaging world. Its ultra-simple packaging, unchanged for decades, has become a hallmark for consumers to identify the product.
New DistributionForeign Milk Powder Not Suitable for Chinese Babies, 40% Adulterated with 'Water'?
Are you still buying foreign milk powder online? You might think it's cheaper and better, but the truth is harsh: a random test found 63.3% of 30 samples failed to meet Chinese standards for whey protein content, and over 40% may be adulterated with hydrolyzed protein. Experts advise choosing domestic brands that are more suitable for Chinese babies.
五谷君The Most Popular Advertising Slogans from 1979 to 2000, Which One Do You Know Best?
This article reviews the most iconic advertising slogans in China from 1979 to 2000, reflecting the changes in society and consumer culture over two decades. It highlights how these slogans have become nostalgic classics that evoke memories of a bygone era.
New DistributionYear-End Special of "Dialogue" Focuses on Real Economy: Is It Really in a Deep Freeze? Dong Mingzhu, Zong Qinghou, and Li Dongsheng Speak Out!
As 2016 draws to a close, have you achieved your small goals? The year-end special of "Dialogue" focuses on the real economy, asking whether it is truly in a deep freeze. Industry leaders like Zong Qinghou, Dong Mingzhu, and Li Dongsheng share their views on the challenges and importance of the real economy.
New DistributionThe Most Complete | 2016 China Snack Food Industry Overall Analysis
This article provides a comprehensive analysis of China's traditional snack food industry in 2016, covering competitive landscape, market structure, barriers to entry, profit trends, and factors affecting industry development. It highlights the fragmented market, the rise of leading enterprises, and the shift towards healthier and higher-end products.
New Distribution2016 FMCG Industry Review: Where Should the Hesitant and Anxious FMCG Professionals Hold Their Ground?
In 2016, FMCG marketers faced a year of upheaval as traditional categories declined, leading to falling sales and profits, marketing fatigue, budget cuts, restructuring, and layoffs. Amidst this turmoil, the industry is being reshaped by changing consumer preferences for health and quality, prompting brands, retailers, and distributors to adapt and innovate.
陆兴元Do FMCG Companies Need Internet Thinking?
Since 2015, a wave called 'Internet thinking' has emerged, suggesting that companies not embracing 'Internet+' will lag behind. But does the FMCG industry really need this so-called Internet thinking? This article argues that Internet thinking is often a gimmick, citing examples like Diao Ye's failed ventures, and emphasizes that FMCG success still relies on traditional positioning and consumer experience.
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