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 165 of 196
Are You Worthy to Be the Leader?
Being the industry leader is a responsibility. When Huawei became the leader, Ren Zhengfei expressed his anxiety, saying that Huawei had entered the "uncharted territory." This means that leaders must take on the responsibility of pioneering and exploring. In China, many industries are now in decline, and it is time for industry leaders to take responsibility and revitalize the industry. However, many Chinese companies that are already industry leaders still behave like "big children," and such companies are not worthy of being leaders.
刘春雄The War Mindset of Regional Market Offensives: Strategy, Alliances, Force, and Siege
Why is regional marketing linked to warfare? This is determined by the current competitive environment and situation. Currently, the growth of Chinese baijiu is stock-type and squeeze-type, whereas in earlier years it was expansionary and incremental. Stock squeeze-type growth means that the consumption capacity of Chinese baijiu is not growing and may even be declining. Facing this, the only way to grow is to squeeze competitors' sales. Only by eliminating rivals or causing their sales to decline can we achieve growth.
朱志明The Internet Destroyed Big FMCG Companies: How to Sell Products and to Whom? | From Tier 1 to Tier 5 Cities, What Happened (Part 1)
Over the past two months, we interviewed 11 industry practitioners related to the FMCG sector, covering various functional roles in big FMCG companies and channel-related positions. This series of reports consists of three articles attempting to answer the question: 'Why has the traditional channel system of big FMCG companies collapsed?' Everything is out of control. Big companies have begun to compromise.
李会娜 徐婧艾Don't Just Make a One-off Deal! Master These Six Tips and Say Goodbye to Worrying About Repeat Orders!
In the off-season for the liquor market, repeat orders mean that consumers recognize the product and have initially established brand loyalty; for companies, it means that second-tier distributors and retail outlets accept the company and its products with confidence. For new markets and new products, this is not simply a matter of a second purchase, but more about brand distribution and sell-through. Therefore, achieving repeat orders requires companies and distributors to focus on these six points! Step 1: Deploy staff to stay on-site and lead by example. Case: A certain baijiu company launched a new type of baijiu, which was a strategic product for the year...
New DistributionOver 60 New Beverages Launched in 2016: Which One Will Be a Hit?
As summer heats up, it's the season for beverage launches. This article compiles about 60 new drinks introduced by major companies in 2016, highlighting their creativity, health-focused formulas, and fresh designs targeting young consumers. From light and fruity drinks to vitamin beverages, these products showcase innovative packaging and marketing strategies.
New DistributionHow Impressive Is JDB? Just Look at These Dead Herbal Tea Brands
Since JDB entered the herbal tea market, many companies have followed suit, but only Heqizheng has gained some recognition. This article reviews the failures of numerous pharmaceutical companies in the herbal tea sector, analyzing why they failed and offering advice to new entrants.
邹文武Nice Group Leverages the Internet to Launch Hit New Products, Stirring Up the FMCG Industry!
Nice Group, a daily chemical brand, has long been a model for the FMCG industry. Its well-known brands such as Diao Pai, Chonergy, and Nice are household names. Recently, Nice launched a new toothpaste specifically for adolescents, called 'Jian Shuang Bai' (Healthy White), which quickly boosted sales through unique internet marketing, guiding consumption trends and causing a stir in the FMCG sector. Last June, the Jian Shuang Bai series began rolling out nationwide, with advantages like transparent tubes, visible quality, fresh nutrition, and visible whitening within 4 weeks, achieving better-than-expected market performance.
刘大贺Behind the 8.499 Billion Yuan: Jing Brand's Single-Minded Pursuit
Hubei Jing Brand Co., Ltd. achieved sales of 8.499 billion yuan in 2015, standing out not only in the health wine industry but also in the broader baijiu sector. The company's success can be attributed to its unwavering focus on product quality, embodying the 'craftsman spirit' through meticulous attention to detail and continuous innovation.
New Distribution"No Middleman to Earn the Difference" Is the Biggest Marketing Lie
Relying on intuition to conclude that eliminating middlemen leads to better deals is highly unreliable. People's cognitive misconceptions are exploited by those with ulterior motives, causing many to fall into the trap of "channel flattening." Acknowledging the value of middlemen, establishing a matching channel system, and scientific top-level marketing design are the correct paths for channel operation.
苗庆显Do You Really Understand the Market Space, Channel Positioning, and Category Characteristics of Imported Food?
Imported food is growing against the market downturn. In 2015, China's imported food imports reached $54.8 billion (about 350 billion RMB), a year-on-year increase of 6.6%, and are expected to reach 480 billion RMB in two years. Imported food has unique advantages, with successful brands focusing on mid-to-high-end positioning, and growth is fastest in second- and third-tier cities. Channels such as online and convenience stores are growing rapidly, and gift-giving is a significant sales driver, especially during Spring Festival and National Day. Categories like packaged water, cheese, and Western condiments are gaining acceptance.
New DistributionGeming: Whose Revolution Is It, Anyway?
At an alumni reunion, a case from a colleague's company sparked discussion. Uni-President's instant noodle division launched a new product called "Geming" in mid-to-late 2014, but it has since vanished from store shelves. Despite initial success and a design award, the product was criticized as pseudo-innovation, relying on "Internet thinking" rather than genuine product improvements.
任健Not by Advertising but by Word of Mouth, Sales Reach $12.9 Billion: How This Supermarket Became the World's Most Profitable Grocer
This article discusses Whole Foods Market, a unique supermarket known as the 'last model of retail innovation.' Despite charging 40%-175% more than ordinary supermarkets, it attracts customers due to its focus on health, transparency, and quality. The company's success stems from its brand image, customer trust, local sourcing, and employee empowerment, leading to $12.9 billion in sales by 2013.
陈宗泽Eight Misconceptions in the Marketing of Baijiu Trading Companies
The baijiu industry has entered a deep adjustment period, making survival difficult for many small and medium-sized baijiu trading companies. Based on his practical experience, the author identifies eight common misconceptions in their operations, including excessive credit sales, neglecting promotions during peak seasons, overpricing, and failing to build a reliable sales team.
孙中学The Secret Behind a Bottle of Guangping Wine Selling 6 Billion Yuan a Year...
Lao Cunzhang, another industry anomaly besides Niulanshan in the era of mass-market liquor, is not a listed company, so it has not been easily noticed and exploited by the keen capital market. Its selling price is even lower than Niulanshan, and it is regarded as an un-copyable outlier by most mainstream enterprises in this industry that pay taxes in a standardized manner. However, after multiple verifications, Weijiu speculates that its actual sales may be astronomical. Considering multiple factors such as reasonable avoidance of low-end liquor tax burden, authorized remote bottling, and sales discounts, many industry experts speculate that the actual shipment sales may be close to 6 billion yuan, but this data has not been confirmed by the manufacturer.
New DistributionWho Will Save the Derailed Tea Beverage Market? (4000-Word In-Depth Analysis)
Amid a sluggish beverage market, companies tend to blindly follow trends in product iteration, leading to a succession of so-called category trends that fail to sustain strong market momentum. In 2016, 'black water' emerged as a potential dark horse, prompting a wave of imitation and fierce competition among distributors for agency rights. However, the question remains whether these emerging categories will become the industry's profit centers, especially as established brands push 'old tea in new bottles' products.
食刊Why Wang Laoji Won the Lawsuits but Lost the Public's Heart?
A series of lawsuits have been won by Wang Laoji, but at the same time, they have gradually handed the market to JDB. In other words, behind these lawsuits, Wang Laoji has actively pushed consumers into JDB's arms.
于建民Uniting Industry Strength: Huishan Dairy Sounds the Rally for a Fresh Alliance!
Over the past 30 years, China's dairy industry has achieved remarkable success in solving the problem of 'difficulty in drinking milk.' Now, with economic development and rising living standards, the industry faces transformation and upgrading, shifting focus from 'difficulty in drinking milk' to 'drinking good milk.' What qualifies as good milk? How can dairy enterprises produce high-quality pasteurized milk? On June 30, the 3rd Shenyang International Fresh Milk Festival was grandly held, bringing together dairy leaders, industry experts, and foreign guests to discuss the development of China's dairy industry and pasteurized milk.
辉山优品Why Are Instant Noodles and Beer No Longer Selling Well?
For a long time, instant noodles and beer were consumers' favorites. However, even the 'ever-victorious generals' can fall into a quagmire. A recent report by Bain & Company and Kantar Worldpanel, 'The China Shopper Report', points out that in 2015, the sales growth of China's FMCG market was only 3.5%, the lowest in five years. Instant noodles and beer are no longer popular, partly due to a decline in the working population and changes in lifestyle and values.
New DistributionThe Era of Brand Rupture in China
China's first-tier brands all need to be reborn. Just as fashion from ten years ago looks outdated today, so too will today's fashion look in ten years. Brands are no different. Overnight, traditional brands seem to have lost their former luster, not only in China but globally. Brands that are currently thriving are almost all internet-related, a result of internet communication. Traditional brands will increasingly disappear from the world's top 10 brand rankings. In the eyes of consumers, Chinese traditional brands seem to be a thing of the past.
刘春雄Is P&G in Decline? Can It Not Recover?
Recently, Ke En, deputy editor of Business Review magazine, published an article titled 'Why P&G Is Declining and Will Never Recover,' which sparked considerable discussion online and among friends. The article refuted eight diagnoses from academia and industry, including focusing on the mass market and losing the high-end segment, brand blur, multi-brand failure, big company disease, functional advertising no longer attracting young people, slow digital marketing, talent drain, and market saturation with economic downturn. The author of this response disagrees with the conclusion and argues that P&G can recover by embracing the internet and adjusting its strategy.
丁忠卫Monster Approaches, Hua Bin Accelerates Product Line Diversification
On July 1, Hua Bin Group, the operator of Red Bull in China, announced the official introduction of Norwegian premium water brand VOSS into China, available in sparkling and still variants with a net content of 375ml. VOSS is the fourth beverage brand under Hua Bin Group, following Red Bull, Vita Coco natural coconut water, and children's drink Capri-Sun. The VOSS brand belongs to Norwegian premium bottled water manufacturer Voss of Norway ASA, which was acquired by Hua Bin Group in January. Hua Bin Group has not disclosed its stake or the amount paid for VOSS.
New DistributionHigh-end Baijiu Prices Recover, Market Spring May Be Coming
In the past two years, due to policy and economic conditions, the baijiu industry has been in a downturn, especially high-end baijiu, with bottles once priced at over a thousand yuan now adjusted to several hundred yuan. Compared with the same period in previous years, the baijiu market has been unusually active this year. Some industry insiders believe that high-end baijiu, after two years of sluggish sales and halved prices, is showing signs of recovery, which may drive the overall market rebound.
窦虹艳Do You Really Need to Spend Money to Win Over Customers? See the 9-Character Secret to Winning with Emotion!
The importance of terminals is self-evident, at least in the foreseeable future, as wine is still sold through terminals. As the saying goes, 'Those who win terminals win the world; victory is decided at terminals.' This seems to be a marketing maxim, and catering terminals are especially coveted by manufacturers and distributors. However, terminals often raise the bar and increase their value, making many manufacturers and distributors hesitate or even fear them. Yet, to develop markets and increase market share, companies cannot bypass the catering terminal channel. Catering terminals are a crucial part of market development and the first step of a long journey. As the saying goes, 'The hardest part is the beginning,' but developing catering terminals is even harder due to high entry barriers, high costs, poor returns, many conflicts, and long payment cycles, leaving companies struggling and helpless.
New DistributionEvery Outstanding Salesperson Is a Madman, a Fool, and a Grandson
Sales is tough, and to hit targets, I've forced myself to become three things: a madman, a fool, and a grandson. This means having the spirit of a madman, the stubbornness of a fool, and the awareness of a grandson, which are essential for success in sales.
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