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 162 of 196
All Five Major Dairy Companies Release Half-Year Reports, Daily Ad Spending Exceeds 50 Million Yuan! What We Drink Isn't Milk, It's Ads!
With the release of Bright Dairy's half-year report, the first-half results of five listed dairy companies—Yili, Mengniu, Bright, Beingmate, and Sanyuan—are now complete. Together, they achieved operating revenue of 71.116 billion yuan and net profit of 4.468 billion yuan, with all except Beingmate showing growth year-on-year. As FMCG products, dairy companies' advertising and promotion expenses are significant; the total ad spending for these five in the first half reached 9.537 billion yuan. As one netizen joked, "What we drink isn't milk, it's ads."
New DistributionThe Changing Chinese Beer Industry: What's Next?
The Budweiser 'store-buying' conflict itself is not our main concern; through this incident, we discover that the Chinese beer industry is facing four major dilemmas: terminal, channel, brand, and market. Recently, the dispute between Budweiser and its distributors over 'store-buying' fees and subsequent verification issues has become a focal point. 'Store-buying' has a long history, dating back over a decade, and while its originator is hard to trace, I personally believe that buying out nightclubs and terminals is not advisable for several reasons.
蒋军Room-Temperature Lactic Acid Bacteria Drinks That Treat Consumers as Fools Are Doomed: Decoding the Key Person Law in Marketing
Why do some products that fool the majority still fail? Why do others thrive despite widespread criticism? Marketing should target not the majority but a few key individuals. This article explains the Key Person Law using the innovation diffusion theory and the example of room-temperature lactic acid bacteria drinks.
苗庆显Uni-President Chairman Lo Chih-hsien: China Beverage Market Will Be 'Very Miserable' in H2; Q3 'Temporarily Closed'
At an analyst meeting following Uni-President's interim results, Chairman Lo Chih-hsien discussed the mainland beverage market, predicting a 'very miserable' second half and explaining the company's decision to 'temporarily close' its beverage business in Q3 to manage inventory and prepare for winter products.
小食代When Will the Marketing Rhythm Disrupted by Declining Sales Return to Normal?
The disruption of marketing rhythm in traditional enterprises over the past two to three years is largely due to declining sales. This has led to a vicious cycle of emergency responses, such as pushing inventory and handling near-expiry products, which has derailed normal marketing activities. To regain normalcy, companies must shift focus from preserving volume to promoting mid-to-high-end products and structural adjustment.
刘春雄Snack Industry Hits Historic Low, 'Alternative Snacks' Become Hot Topic in 2016!
In developed countries, market saturation has led to shrinking growth; in emerging markets, socio-economic issues have dampened expected growth. This is the reality facing the snack industry, with retail sales growing only 1.7% in 2015, the lowest since 2008. Confectionery & chocolate, the largest segment, saw the smallest growth at just 1%, with chocolate maintaining 2% growth while candy sales showed no positive performance. As chewing habits disappear, gum continues to decline. In recent years, North America and Western Europe have seen declines...
New DistributionLow-Temperature Probiotic Drinks Cool Down: Is Low-Sugar the Way Out?
After a boom following 2010, low-temperature probiotic drinks are now cooling down due to competition from yogurt and ambient probiotic drinks. Data shows that per-household purchases of low-temperature probiotic drinks in 2015 fell to near 2011 levels, prompting brands to introduce low-sugar versions to revive the market.
栾立Dealer Development in the New Era: Node Marketing and Creating Peak Season
This article discusses the importance of node marketing for distributors, using the analogy of boiling water to emphasize that all preparations are useless without the final push. It provides examples and practical advice on how distributors can ignite their market with a modest investment at key moments.
一叶扁舟Which Marketing Terms Will Disappear from China's Marketing Dictionary?
Chinese marketing has enriched global marketing with unique terms not found in Western textbooks. This article discusses several such terms—deep distribution, distribution, terminal interception, shelf management, and warehouse filling—that are gradually fading as the market matures and new technologies emerge.
刘春雄Can Vending Machines Become a Gold Mine for FMCG Transformation?
By 2020, the total number of vending machines in China will approach 1.38 million, an increase of more than 8 times compared to 2015. Based on research on the global retail market, Kantar Retail Consulting found that when per capita GDP reaches $10,000, consumer demand for vending machines will explode. As of 2015, regions covering 390 million people in China had reached this level, but the development of the vending machine channel lags behind the overall retail environment, leaving a huge market gap. In the next five years, China's vending machine channel will experience explosive growth, becoming a new channel for FMCG retail.
凯度After Instant Noodles, Beer, and Coffee, the Jelly Industry Faces a Cliff-Like Decline!
Crayon Shin-chan Foods issued a profit warning, expecting a loss of 84 million yuan in the first half of the year, a sharp drop from the same period last year's sales of about 571 million yuan and net profit of 13.9 million yuan. The jelly industry, including its second-largest player, is experiencing declining sales due to factors such as weak consumer sentiment, economic downturn, and the lingering effects of the 'toxic gelatin' scandal.
钱宇阳In-depth: Jingjiu on the Road to 10 Billion: Danger or Opportunity?
Jingjiu, as the leading brand in China's health liquor sector, has always been the focus of the industry and a model for peers to learn from. However, as it approaches 10 billion in sales, it faces brand crisis due to cultural deficiency and competitive crisis from numerous small liquor products.
邹文武Despite Many New Products, Why Did Uni-President's H1 Performance Still Decline?
Uni-President's good days from 2015 were short-lived. On August 9, the company reported H1 2016 revenue of RMB 11.713 billion, down 2.4% year-on-year. While its instant noodle business grew 9.8% to RMB 4 billion, its beverage business fell 8.2% to RMB 7.448 billion, dragging overall performance.
New DistributionBehind the Sudden Rise of Vita Coco Coconut Water
“Water grown on trees.” Overnight, this phrase occupied a large amount of advertising resources on highways, subways, and building elevators. The product promoted by these ads is coconut water from the American brand Vita Coco. The high exposure of the ads brought coconut water into the view of Chinese consumers for the first time. Looking back at the route of Vita Coco's entry into China, Hua Bin Group is the behind-the-scenes operator—when the Thai Red Bull brand authorization was about to expire and renewal was uncertain, Hua Bin Group introduced Vita Coco coconut water and placed high hopes on it. Is its sales as booming as the ads? Can it become the second Red Bull?
方彬楠 王子扬How Do Marketers at Different Levels Put Up POP?
As sales professionals, we are all familiar with putting up posters. Many might think, "It's just putting up a poster, how much skill can it involve?" However, I believe the difference between you and a sales director earning a million a year might just be one poster! This article explores the gap between us and top-earning sales directors through the lens of poster placement.
赵波9 Counter-Question Techniques and the 20-Character Core of Negotiation Skills for Client Challenges
If your prospect asks, "Why is your product so expensive?" you can respond with techniques such as feigning ignorance, digging deeper, asking for definitions, or playing dumb. The core of negotiation skills is summarized in 20 characters: "步步为营,逐渐引诱,有礼有节,不卑不亢,及时出手" (step by step, gradually lure, be polite and measured, neither humble nor pushy, act in time).
New DistributionSeven Major Chaos in Dairy Product Operations
This article by Zhou Fangjiu, Project Manager at Shanghai Mingtai Mingguan Dairy Marketing Consulting Co., Ltd., identifies seven common mistakes in dairy product management: excessive brand proliferation, rushed product launches, superficial creativity, neglected sampling promotions, scattered resource allocation, over-reliance on discounts, and unfocused marketing efforts. It emphasizes the need for systematic product line planning and strategic focus to compete effectively.
New DistributionA Tribute to 30 Million Marketers Across China!
This article is the preface to Yan Zhimin's new book, "From Rookie to Director: Survival Rules for Marketers in the Mobile Internet Era." The author sincerely and down-to-earthly describes the hardships and challenges faced by frontline marketing personnel, dedicating this work to the millions of marketing warriors striving on the front lines.
闫治民How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明In-Depth: Why Does China's Alcohol Industry Lack 'Business Leaders'?
With the development of media and social networks, the image of 'business leaders' has become increasingly clear. Compared to the earlier 'entrepreneur' image, business leaders are not only operators and managers but also creators and sharers of ideas, even conveying a lifestyle and life philosophy. They also represent a company's 'appearance' and 'temperament.' People are keen to discuss the words and deeds of business leaders, such as Jack Ma, Liu Qiangdong, Dong Mingzhu, and Lei Jun, admiring their charisma or wisdom, which often translates into enormous brand power and consumer influence.
New DistributionCraft Beer Is About to Take Off!
Craft beer, originating in the US, is gaining popularity in China and other Asian countries as consumption upgrades. Brands like Panda Brew have attracted tens of millions of yuan in investment, and the industry is heating up with more breweries, associations, and sales channels.
New DistributionAmbient Yogurt: A Few Dominant Players, Several Followers?
In the near term, the market for premium ambient white milk is unlikely to grow rapidly, with small and medium dairy companies carving out niches through strategies of attacking competitors, building their own brands, and seizing market share. In the long term, the ambient yogurt market is expanding quickly, with many regional dairy companies establishing their own brands, leading to a landscape where Ambrosial, Mosilian, and Purezhen dominate, followed by regional brands. Ambient yogurt addresses consumer demand as purchasing power rises, and domestic consumers' perception of quality of life has undergone transformative changes.
杨光明Big Changes in the Beverage Market: Arctic Ocean, Tianfu Cola... Old Brands Return to the Fray—How to Tackle the New Market?
On August 8, Beijing Yiqing Food Group held a celebration for the 80th anniversary of its famous brand Arctic Ocean and the 110th anniversary of Yili. After 15 years of silence, Arctic Ocean is back, aiming to become a first-tier brand within five years. On June 25, China Tianfu Cola Group held a launch event, marking another strategic move in its return to the market. Food industry professionals, have you noticed? In recent years, some once-disappeared beverage brands have re-emerged to compete in the fiercely competitive beverage market. After years of absence, they are back—do you think they will succeed?
New Distribution2016 Beverage Industry Predominantly 'Bearish'! Major Companies Like Uni-President and Coca-Cola See Declining Performance...
As half-year financial reports for 2016 are released, beverage industry players are sharing their results, with mixed fortunes. This year's beverage market is predominantly 'bearish,' with performance not optimistic. Against the backdrop of overall FMCG performance decline, combined with half-year report data from major companies, industry players and experts generally predict that the beverage industry will struggle to emerge from the downturn this year. According to the National Bureau of Statistics, China's soft drink production in May 2016 was 14.41 million tons, a year-on-year decrease of 9.20%, marking a rare negative growth.
毛鑫