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 159 of 196
Industry Observation | The Era of "Terminal Dominance" in China's Alcoholic Beverage Marketing
China's alcoholic beverage marketing has been continuously evolving with changes in the market environment, and companies that stick to old ways risk being eliminated. The author summarizes three past marketing eras—the idea marketing era, the hotel channel marketing era, and the consumer channel marketing era—and notes that a fourth era, the "terminal dominance" era, has quietly arrived, where success depends on strong performance at the point of sale.
杨夫见Marketing Manager on the Eleventh: How Should Business Managers Manage Salespeople?
There is no fixed rule for business managers to manage salespeople well, and no book can claim a complete set of methods that can be followed blindly. Managing salespeople is not a static proposition but requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, business managers must rely on real-world experience to find targeted methods. Fortunately, everything has its patterns...
谭长春Opinion: Wahaha Was Using 'Internet Thinking' to Run Its Business Over 20 Years Ago, and You Say It's Failing? If You Disagree, Step Forward!
Recent comments across forums, WeChat, and Weibo have been rife with anxiety over Wahaha's 7% sales decline, as if the company were on the verge of collapse overnight and Zong Qinghou were teetering on the edge of losing his legacy. But is it really that serious? Without mentioning anything else, just the aspects discussed below show that Wahaha is far more adept than you think! Don't believe it? Read on before you speak! 80 billion, 80 billion—have you ever achieved that? In the sluggish macroeconomic environment of 2014, Wahaha's sales only dipped 7%, which is nothing for a giant enterprise approaching 80 billion in scale.
郭成林Bright Dairy: The Third-Place Player in a Tight Spot
In July 2015, Bright Dairy acquired high-quality assets and dairy cow breeding businesses of 13 enterprises under Bright Food Group through its subsidiary Holstein Farming. In early 2016, the Chinese women's national volleyball team signed a strategic partnership with Bright Dairy. During the September volleyball finals, daily sales of Bright's Mosilian increased by 42%, and on the day of the championship, Bright Dairy's stock nearly hit the daily limit. In September 2016, Bright Dairy launched a new low-temperature premium yogurt product "Zhida". On October 10, Bright Dairy announced plans to build a new factory and set up a wholly-owned subsidiary in Chaozhou, Guangdong Province.
New DistributionYou're Only an Alps Away from the Snooker International Championship
Li Na in tennis, Ding Junhui in snooker, and Liu Xiang in hurdling are three legendary figures in China. Compared to the quiet after the retirement of the tennis and hurdling stars, snooker has been full of excitement. The Snooker International Championship is currently the highest-level snooker event in China, second only to the World Championship globally, on par with the UK Championship, and surpassing the Wembley Masters. The total prize money is £800,000, with the champion receiving 8,000 ranking points and £125,000. According to the tournament's format, the top 16 players in the world rankings no longer receive direct entry to the main draw, but all will attend, making it a star-studded event.
纳兰醉天Where Is the Way Out for E-Commerce in Food, Beverage, and Alcohol?
The mobile internet wave has swept across almost all industries, and we can see many sectors thriving in e-commerce. However, food, beverage, and alcohol (mainly beer), as essential FMCG products with huge sales volumes, seem to have limited affinity with e-commerce, with poor online performance and confusion about their e-commerce future. What should be done?
谭长春Channel Shift: By-Health Encounters Cold Shoulder in Supermarkets
By-Health has shifted its primary sales channels from pharmacies to supermarkets and online, but a recent investigation by Beijing Business Today found the transition is not smooth. Sales staff at stores like Hualian and Carrefour rarely recommend By-Health products. Despite spending 310 million yuan on marketing this year, the company experienced its first profit decline in seven years. Even with active exploration of new channels, By-Health faces multiple challenges including quality issues and an influx of foreign health brands.
New DistributionChina's New Consumers: Who, Where, and What Do They Want?
This article, sourced from Accenture and authored by Huang Weiqiang, Chen Kedian, and Zeng Xianlong, explores the evolving behaviors and expectations of Chinese consumers in the digital age. It highlights the shift from brand loyalty to solution-seeking, the importance of 'micro-moments' in the purchase journey, and the urgent need for FMCG companies to adapt by becoming 'intelligent assistants' that anticipate consumer needs.
New DistributionBright Dairy, the Third-Place Player in the Dairy Industry, Struggles in the Gap: A Big Gap with Mengniu and Yili
On October 10, Bright Dairy and Food Co., Ltd. (hereinafter referred to as "Bright Dairy") announced that it will build a new factory and set up a wholly-owned subsidiary in Chaozhou, Guangdong Province, with a total investment of 349 million yuan. The new subsidiary will be named "Yuedong Bright Dairy Products Co., Ltd." The South China market has always been a battleground for dairy companies, and it is also one of Bright Dairy's main strongholds. However, maintaining a competitive edge in this fiercely contested market is not easy. Besides dairy giants Mengniu and Yili, Bright also faces challenges from local brands such as Yantang Dairy and Fengxing Milk.
New DistributionAlibaba Retail Link's Head of Backend Operations Tian Yuan: Retail Link Will Leverage New Technologies to Serve New Manufacturing and Practice New Retail
At the 2016 Yunqi Conference, Jack Ma predicted five major transformations in the next 30 years: new retail, new manufacturing, new finance, new technology, and new energy. Tian Yuan, General Manager of Alibaba Retail Link's backend operations, stated at the 2016 'New Food Era · New Distribution' China FMCG + Internet Summit that Retail Link will use new technologies to serve new manufacturing and practice new retail, transforming traditional distribution models and empowering community retail stores.
New DistributionLate Autumn in Shanghai Welcomes the 'Spring' of Craft Beer
In October 2016, Shanghai experienced an unusually warm autumn, setting the stage for the grand China Craft Beer Exhibition co-hosted by Master Gao and BBC at the Shanghai New International Expo Center. The event, covering 16,000 square meters, featured nearly 50 craft beer exhibitors and over 80 equipment and ingredient suppliers, marking a feast for craft beer enthusiasts.
齐永刚Benlai Market Fu Xiaoyun: What Is the Most Efficient Channel in the Internet Era?
The following is the core content of the speech delivered by Ms. Fu Xiaoyun, Vice President of Benlai Life and General Manager of Benlai Market, at the "New Food Era · New Distribution 2016 FMCG + Internet Summit" held on October 16. New Distribution has compiled the key points of her speech as follows: Good morning, let me introduce myself first. My name is Fu Xiaoyun, Vice President of Benlai Life and General Manager of Benlai Market. First, I would like to thank the organizers for giving Benlai Market this opportunity to participate in the "2016 China FMCG + Internet Summit" and to discuss the development of FMCG with industry professionals present.
符小芸Wang Chaocheng Explains: The Importance of Category in the Development of the Alcohol B2B Industry!
Amid the surging B2B industry, B2B companies on the same track show significant differences. What factors influence their development? At the '2016 China FMCG + Internet Summit' held on October 16, Wang Chaocheng, Chairman of Shengchu Consulting, provided answers. The core content of his speech is organized as follows: 1. What are the differences between B2B e-commerce and B2C e-commerce? In China, the most representative B2C platforms, JD and Alibaba, have many products online, but few customers buy beverages and shampoo. This is because the logistics cost of buying a bottle of water on JD is much higher than buying from a nearby store. So even though B2C e-commerce has many categories, the more such products are sold, the more losses are incurred.
王朝成In the Mobile Internet Era, the Three Traditional Marketing Tools—Advertising, Gifts with Purchase, and Low Prices—Have Failed. What Should Companies Do?
This article argues that while the mobile internet has changed communication methods, the essence of marketing remains unchanged. It suggests that companies should adapt by involving consumers in product development, focusing on interaction and experience in branding, adopting flexible pricing strategies, exploring new channels like B2B e-commerce, and innovating promotional tactics.
谭长春A 20-Year Veteran of the Beverage Industry: The Contents Cost Only 50 Cents
A veteran beverage industry employee with 20 years of experience reveals that the production cost of a 600ml sports drink is less than 1.4 yuan, with the contents costing just 0.5 yuan. He analyzes the industry's high gross margins but thin net profits due to heavy sales expenses and taxes, and discusses challenges such as declining sales, inadequate advertising, and channel conflicts.
New DistributionThe Secret to Didi Chuxing's Success Applied to FMCG Marketing: Will It Become the 'Didi Chuxing' of FMCG?
The sharing economy's gig model, exemplified by Didi Chuxing, has revolutionized transportation by addressing real-time efficiency needs. Aizero (Ai Ling Gong) applies this model to FMCG marketing, leveraging local professional marketers' spare time to help brands penetrate smaller cities and deepen market presence, offering cost-effective and timely retail execution insights.
New DistributionLatest Trends in the Snack Food Industry: 900 Billion Yuan Market, 16.70% Annual Growth, 4 Major Trends
With over 30 industry experts, 100 B2B platform founders, and 800 manufacturer friends gathering in Fuzhou to discuss the internet transformation of the FMCG industry, this article analyzes the current situation of China's snack food industry from four perspectives: industry, channels, consumption, and competition. The market is expanding at an average annual growth rate of 16.70%, with the annual output value reaching 905.018 billion yuan in 2014 and projected to hit 1,992.528 billion yuan by 2019.
New DistributionWhy Do World-Renowned Companies Like Coca-Cola Keep Advertising in Large Volumes?
World-renowned companies do not continuously advertise in large volumes; instead, they aim for precise advertising based on marketing objectives and market realities. This article analyzes the reasons for advertising, factors affecting ad budgets, and actual advertising-to-sales ratios, using Coca-Cola as an example.
New DistributionEvergrande Spring "Flips the Table and Leaves"—What Are Old FMCG Hands Cheering About?
Evergrande has left, but there will be more like it; we are still in the game, so what are we cheering about? This article offers a completely different, unconventional critique of Evergrande Spring by Lao Miao.
苗庆显Marketing Executives Talk (IX) - How to Handle Low Repeat Purchase Rate After Product Launch?
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. The article discusses how to handle a low repeat purchase rate after a new product launch, offering five strategies including effective communication, adjusting price systems, strengthening distribution, countering competitor attacks, and organizing themed activities.
谭长春China Brand Power Index Released: Ranking of Food and Beverage Industry
The China Brand Power Index (C-BPI), China's first brand value evaluation system guided by the Ministry of Industry and Information Technology, released its 2015 rankings for various food and beverage categories. The rankings are based on consumer feedback and measure brand awareness and loyalty, helping consumers make informed choices and guiding companies in brand management.
New DistributionGlobal Beer Sales Decline for First Time in a Decade
Global beer sales fell for the first time in over ten years in 2015, driven by weak consumption in major markets like China. While standard lager sales declined, stout and other niche beers are growing rapidly, especially in China, where stout consumption is expected to surpass the US by 2020.
New DistributionMarketing Supervisor Talk (7) – What to Do When Employees Complain About Too Many Reports?
Report management is one of the most important management tools, but frontline employees often complain that there are too many reports, they are too complex, and lack practical content. A sales manager, after observing and analyzing the situation, made bold reforms by using flexible methods like case-based training, business meetings, and linking reports to key performance indicators, reducing unnecessary reports and improving management effectiveness.
谭长春Guangdong Sales Exceed 1 Billion: Unpacking Tiandi No.1's Vinegar Drink Business in the Restaurant Channel
Tiandi No.1 has achieved over 1 billion yuan in sales in Guangdong by positioning its vinegar drink as the 'fifth dish' for meals, leveraging its digestive benefits and the crackdown on drunk driving. The article analyzes the evolution of the restaurant beverage market, innovative cases like apple cider vinegar and tea fruit vinegar, and future growth strategies using Blue Ocean thinking.
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