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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 166 of 196
A Practical Guide to Ground Promotion and Exhibition Sales (With Visuals and Actions)
This article provides a comprehensive guide to conducting ground promotion and exhibition sales (地推展销) for FMCG brands during the off-season, covering pre-event preparation, six promotional formats, and post-event follow-up steps, based on the author's market visits.
赵海永A Traditional Marketer's Thoughts and Explorations in the Internet Age
The difficulties faced by Chinese enterprises today would have arrived on schedule even without the impact of the new economy. The Internet is not the cause of Chinese enterprises' problems; rather, it is an opportunity to solve them. For some time, I have written many articles criticizing 'e-commerce,' earning me the label of 'conservative' or 'skeptical of e-commerce's prospects.' Readers are not at fault; it is my problem. Below, I use cases to illustrate my views on the real economy and e-commerce, hoping to clarify what I mean.
金焕民Blue Moon Again Leads the Industry, Launches China Family Concentrated Upgrade Plan
Recently, Blue Moon announced the launch of the China Family Concentrated Upgrade Plan to accelerate the concentration process of laundry detergent in China. As the global era of concentrated laundry detergent arrives, other brands are still competing with lower quality and low prices, while Blue Moon, the pioneer of the laundry liquid era, innovatively introduces concentrated+ laundry detergent, leading the industry into the concentration era.
New Distribution“Lulu Doesn't Cross the River, Coconut Palm Doesn't Cross the River” — All Because Distribution Isn't Done Well!
In the beverage industry, there's a saying: "Lulu doesn't cross the river, Coconut Palm doesn't cross the river." This means that the two giants of plant-based protein drinks—one from Chengde, Hebei, stops at the Yangtze River when heading south, and the other from Hainan stops at the Yellow River when heading north. Why is that? Is it mutual courtesy or a logistics issue? We'll analyze why "Lulu doesn't cross the river" using the five origin questions of distribution.
New DistributionChinese Marketing Has Been Marginalized by Bosses for Too Long
Marketing has never been a prominent discipline worldwide, and China is no exception. Bosses' attention to marketing began to wane after 2000 and was largely marginalized after 2010. Marketing only becomes important when performance issues arise; otherwise, it is deemed unimportant. For a long time, Chinese marketing has developed inertially along existing tracks, with marketing being just one functional module of the enterprise—a key reason for its marginalization. Internet companies no longer treat marketing as a sub-module because their entire function is marketing, making the boss the de facto 'Chief Marketing Officer.'
刘春雄Within a Day, Dong Mingzhu and Nongfu Spring Both Entangled in Advertising Music Copyright Disputes
On June 23, musician Xiao Ke accused Gree Electric's 'Dong Mingzhu Self-Media' of unauthorized adaptation of his song 'Because of Love' for marketing, demanding 5 million yuan. The same day, indie musician Li Zhi accused Nongfu Spring of using his song without permission in an ad; Nongfu Spring apologized and paid 100,000 yuan in copyright fees the next day.
New DistributionFrom Marketing Novice to Planning Supervisor: Six Abilities to Develop
Marketing novices aspire to become planning supervisors, a role that involves conveying plans, managing advertising budgets, and negotiating with media. This article outlines six essential abilities for a qualified planning supervisor, including market insight, writing, communication, event organization, sales experience, and stress tolerance, with training methods and case studies.
戴鑫2.9 Billion! The Highest-Claim Lawsuit Between Guangyao and JDB Opens in Court
On June 24, the trademark infringement case of Guangyao Group v. JDB Group was heard in first instance at the Guangdong Provincial Higher People's Court. This lawsuit is not only the one with the highest amount in dispute among the multiple lawsuits between the two parties, but also the largest infringement claim in China's intellectual property field—Guangyao is claiming up to 2.9 billion yuan from JDB. Due to disputes over trademarks, red can packaging, and advertising slogans, the two companies have fought more than a dozen lawsuits. This time, Guangyao sued JDB for trademark infringement. On May 7, 2014, Guangyao filed a lawsuit with the Guangdong Provincial Higher People's Court...
New DistributionNew Brand: To Take It or Not? These 8 Points Are Key!
The author recently visited dozens of distributors and found the discussions enlightening. One topic was whether to take on new brands. Distributors take on new brands due to the needs of retail outlets, consumers, and their own development. The article outlines an 8-point framework for evaluating new brands, including the manufacturer's boss, product quality, category complementarity, brand positioning, manufacturer policies, sell-through plans, model markets, and the quality of the manufacturer's sales staff.
晁伟Yihaodian's Tmall Flagship Store Closed: Why Is JD.com Integrating So Quickly?
According to Lianshang.com, just three days after JD.com acquired Yihaodian, the integration has already led to major changes. On June 24, the Tmall flagship store of Yihaodian disappeared, indicating the rapid pace of the deal. Analyst Yun Yangzi believes the key is the supply chain cooperation between JD.com and Walmart, with Walmart's physical stores integrating with JD Daojia and using the Dada logistics platform, which may also involve restrictions on Walmart China's e-commerce operations.
云阳子Nongfu Spring Beverage Visual Merchandising "6, 6, 8" Rule
Terminal visual merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it is to make products "self-sell." When implementing terminal visual merchandising, efforts should be made in the following six elements: "correct product," "correct location," "correct timing," "correct quantity," "correct price," and "correct display form."
New DistributionWe Made a Review Report on the 'Worst-Tasting Drinks'
As Guangzhou issued its first high-temperature warning of the year on June 1, temperatures soared above 35°C for the first time on June 2, with the heat expected to persist for two more days. In the scorching summer, beverages are essential for relief, and netizens have been comparing bizarre drinks online, sparking a legend of the 'worst-tasting drinks.' Our reporter bravely tasted the top five 'divine waters' to provide a review report.
李在磊Traditional Economy: What Exactly Is Wrong with Chinese Enterprises?
The difficulties facing Chinese enterprises today would have arrived on schedule even without the impact of the new economy. The Internet is not the cause of Chinese enterprises' problems; rather, it is an opportunity to solve them.
金焕民Consumers Beyond Comprehension: The Rise of the Middle Class and the Post-90s and Post-00s Generations
The frozen food industry is not short of new products, from colorful mini tangyuan to frozen cheesecakes and Disney-themed zongzi. However, the consumer environment has changed with the growth of the upper middle class, the rise of the post-90s and post-00s generations, and shifts in O2O consumption behavior. High quality, healthy eating, personalization, fragmentation, and the pursuit of happiness and experience have become the new consumption labels of the 'food' era.
张倩Besides Being 'Too Impatient,' What Did Evergrande Spring Water Do Wrong?
Criticizing Evergrande Spring Water has become trendy, but few critiques are convincing. The real mistake was overestimating the mid-to-high-end market size and moving too aggressively, disrupting the natural pace of market development.
刘春雄Don't Obsess Over the Wind: It's Just a Myth!
Lei Jun, founder of Xiaomi, famously said, 'With the right wind, even a pig can fly.' However, in today's challenging economic climate, many businesses are tempted to chase trends, but true success comes from building a solid foundation and focusing on core strengths, not just riding the wind.
朱朝阳The Hardest Year: 99% of Products That Rushed In Have Disappeared. What Products Are Still Thriving?
Chinese people tend to rush into things, and innovation is a rare word. At this year's Spring Sugar Fair, history repeated itself with identical products filling every booth. Now in late June, the tide of new products has receded, and the market has calmed down. Most low-quality products without brand philosophy, core competitiveness, or only cute packaging have disappeared! In retrospect, healthy, distinctive, and marketable products continue to grow strongly. The first DHA brain-gold drink in China, 'Shanlong', is one such product.
New DistributionCIC Consulting: Analysis of China's Beer Industry
China's beer industry is experiencing declining sales volumes, while market size, revenue, and profits remain stable, and barley price declines are narrowing. By October 2015, main business revenue reached 166 billion yuan, up 1.39% year-on-year, with profit of 13.9 billion yuan, up 6.47%. The industry is consolidating as small breweries suffer losses under pressure from giants.
中国投资咨询网Tea Drinks Hard to Sell, Can Master Kong's "Confession Bottle" Help?
Master Kong is launching a "Confession Bottle" with three series, and consumers who buy all three can piece together a confession phrase. In addition to phrases like "I like you, from now on my tea is for you to drink," there are 36 variations. The company also introduced a "handwritten bottle" for personalized messages.
New DistributionHow Beverages Can Dominate the Best Point-of-Sale Spot: The Cooler
In the summer, the cooler is the ultimate point-of-sale location; whoever controls it controls the market. By using a clever combination of surprise inspections and water giveaways, a distributor successfully got retailers to voluntarily stock his product in the cooler, leading to explosive sales and market dominance.
快消小强Seven Golden Display Techniques for Bulk Snack Foods, with Real Photo Demonstrations!
In recent years, as consumer habits become more diverse and casual, bulk snack foods have become a new favorite in daily consumption. More companies are focusing on the comprehensive benefits of bulk snacks and are increasing their efforts, even elevating them to a strategic level. Bulk snacks are an undeniable core force in the food industry, with market demand growing continuously and category scale expanding at a geometric rate.
New DistributionIs Low-Temperature Lactic Acid Bacteria Declining? Room-Temperature Category Shouldn't Celebrate Too Soon; A Major Shake-Up Is on the Way!
At the 11th International Symposium on Lactic Acid Bacteria and Health, a Wei Chuan executive stated that while the low-temperature lactic acid bacteria beverage industry grew 5% last year, this year the market has begun to decline, with Wei Chuan also experiencing negative growth. This raises questions about what is eroding the low-temperature segment and what it means for the industry.
小新What Can Save You, Degenerate Chinese-Style Marketing?
In recent years, due to transformation, I have been less involved in traditional marketing. Recently, I returned to frontline marketing and was deeply disappointed. Overall, Chinese marketing has made little progress since 2010. At best, it's stagnant; at worst, it's regressed or even degenerated. This is not a denial of individual marketers but a judgment on the whole. This corresponds to the current situation of declining sales and weak new product launches, and there is a causal relationship. Chinese marketing is now at a loss: facing both internet impact and sales ceiling pressure, it basically cannot find effective solutions.
刘春雄The Money-Making Thinking Behind a Single Youtiao: Huge Value!
An elderly man selling youtiao at one yuan each was struggling to make a profit. A marketing expert advised him to use premium peanut oil, raise the price to three yuan, and display the used oil barrels outside his shop to prove the quality. The strategy succeeded, boosting his daily profit to 500-700 yuan.
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