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 168 of 196
Down with 'Xiao Ming Classmate'!
The market law is the law of the jungle: 'natural selection, survival of the fittest.' Whoever leads current market demand is the market leader. The 'law of duality' in marketing is relative; its essence is still a zero-sum game, so sharing market share equally with competitors is a false proposition. Apple made Nokia phones disappear; beverage giant Coca-Cola spends over $1 billion annually on advertising to maintain its dominance; in 2012, Uni-President's Laotan Sauerkraut Beef Noodles made rival Master Kong a follower, prompting it to launch its own version. This shows that the essence of marketing is market competition.
邓征New Product Distribution: How Many of These Fine Points Can You Master?
Distribution is the first step for a new product to enter the market circulation, and this step is crucial. The road to new product distribution requires careful planning and attention to detail. Before launching a new product, it is essential to understand the characteristics of distribution, the standards for distribution, and to correctly formulate distribution strategies. The following will detail the intricacies of new product distribution.
New DistributionJiang Zhiyu: Channel + Private Label Will Be the Mainstream B2B E-commerce Business Model in the Future
Jiang Zhiyu, founder and chairman of Jinhuobao, recently visited Hexun Club to discuss the company's core product, the B2B procurement platform Jinhuobao. He revealed that Jinhuobao will develop finance, data, IoT, and private labels in the future, and the company is currently in the midst of its Series B financing round, with potential acquisitions in related fields.
New DistributionRapid Summer Beverage Market Positioning: How Master Kong and Jinmailang Do Their Displays
As the peak sales season approaches, beverage companies are boosting terminal sell-through by securing freezer space and optimizing case-cut and shelf displays. This article examines how frontline marketers for Master Kong Youyue Water, Jinmailang Liangbai Kai, and Xiaoyang Lactate achieve rapid summer market positioning.
New DistributionTalk Without Execution, Everything Equals Zero!
Execution is the foundation and details are the key to marketing innovation. This article summarizes ten principles where lack of execution, such as having work but not striving, or having ability but not showing it, leads to zero results.
New DistributionWhat Is the Biggest Change the Internet Has Brought to Marketing?
A good question is more important than a good answer because it provokes thought. My good friend Dr. Fu Jialin recently asked me: What is the biggest change the Internet has brought to marketing? This is a good question. The biggest change is in communication and channels. The Internet as a tool mainly refers to communication tools, while as a channel it mainly refers to sales channels. The biggest obstacle the Internet has brought to marketing is communication, because traditional media is controllable, whereas communication in the Internet era is basically uncontrollable so far.
刘春雄How to Implement Fine Channel Management in the Beverage Industry?
In marketing practice, we often encounter questions such as how to determine the optimal number of sales staff, how to allocate promotional resources, how to accurately forecast sales, how to quickly obtain market information, how to effectively check the work of sales personnel, and how to understand the flow of products in the sales channel. By implementing a fine channel management strategy, we have achieved certain results, which we now discuss with peers.
New DistributionA Beer Salesman's 12-Month Tactics and Pitches for Pressuring Dealers to Stock Up
A beer salesman uses various tactics and persuasive pitches each month to convince a dealer to stock up on beer, leveraging seasonal events, promotions, and psychological tricks to meet sales targets.
陈波Foresight: We're in Danger if We Get Involved with These 17 Types of Distributors [Marketing Management]
Few companies can do without distributors, but few are satisfied with the ones they have. Many companies fail because distributors are inattentive, uncooperative, or break market rules, turning markets into 'half-baked' failures. However, these problems are not solely the distributors' fault; many issues stem from our own choices, such as not being discerning enough when selecting distributors.
李政权Alcohol B2B Cannot Change the Distribution Channel Landscape of Baijiu
Yijiu Pi, a leading alcohol B2B e-commerce company, recently announced the completion of a B+ round of financing of 200 million yuan. The round was led by Yuansheng Capital and Zhongding Chuangtou, with existing investors Source Code Capital and Lighthouse Capital participating. Lighthouse Capital continued to serve as the exclusive financial advisor. This has attracted widespread attention in the alcohol industry. Famous liquor manufacturers hold market power, and alcohol B2B cannot change the distribution channel landscape of baijiu.
New DistributionShelved, Loss-Making, Shuttered: What Has Carlsberg Done to Chongqing Brewery?
Chongqing Brewery, a 58-year-old beer company controlled by Carlsberg, has closed several plants and reported its first loss in 2015. The closures and rising related-party transactions with Carlsberg have raised concerns about the fate of its local brands.
New DistributionThe Survival Manual for Marketing Executives
This article outlines key principles for marketing executives, emphasizing that sales growth alone does not change a company's fate; instead, finding growth models that alter industry position is crucial. It covers laws of fate, models, rapid growth, opportunity, strategy, sales, management, performance, and success, providing practical insights for navigating market dynamics.
刘春雄Uni-President Fresh Orange Holds Launch Event Today, "Chief Beauty Officer" Song Joong-ki Officially Takes Office
Uni-President Fresh Orange's new product launch event concluded this morning, with "Chief Beauty Officer" Song Joong-ki making a striking appearance, and two new products - "Orange PLUS Lemon" and "Smoothie ICE" - making their debut. The event started around 10:30 AM, with the official Weibo account and iQiyi streaming live. Attendees, including media and partners, began signing in 40 minutes prior, each receiving a complimentary drink.
New DistributionWhat Do You Read into the Strategic Cooperation between Mondelez Snacks and JD New Channel?
Today, JD's official account announced a strategic cooperation between Mondelez and JD New Channel. This article first presents the official report, then analyzes the implications for distributors, concluding that JD New Channel is capable of handling national sales for top brands and that distributors may gradually become marginalized as B2B platforms strengthen.
赵波The Real Clash Between B2B E-commerce and Traditional Marketing
B2B e-commerce projects are booming across China, with thousands of platforms emerging, yet most remain immature. This article explores the key differences between B2B and B2C e-commerce, the challenges of integrating online and offline channels, and the implications for traditional distributors.
张驰Case Analysis | "Eight Steps" to Make New Products Sell Well, Distributors Must Do This! (Recommended for Collection)
How can distributors ensure the success of new products in regional markets? Every distributor with years of experience has their own unique insights and lessons. Due to differences in regional market characteristics, category and channel operations, and varying manufacturer-dealer strategies, each new product success is somewhat unique and hard to replicate, but there are commonalities. Here, we don't rush to answer the question but analyze the general approach of excellent distributors through a specific case...
张宇Friend, How Much Longer Do You Plan to Stay on This Sinking Ship of Traditional Marketing?
Recently, I've received calls from several former colleagues I hadn't spoken to in a long time. After the pleasantries, they all said work has become incredibly difficult. One former colleague, M, summed it up well: the market environment has changed rapidly, and almost every industry has become a stock market, yet our bosses still think in terms of growth, ignoring product upgrades and focusing on channel stuffing and promotions. Those of us caught between bosses and distributors have exhausted our means, yet we still can't achieve rapid market growth, and even see slight declines. Fines, pay cuts, demotions, and even dismissals have become commonplace.
赵波Six Stubborn Mindsets When Manufacturers Launch New Products
Not all manufacturer bosses are clear-headed, nor can they all empathize with distributors. The way a manufacturer launches a new product directly reveals whether it truly understands distributors or is just bluffing them. This article dissects the common promotional tactics used at new product launches and explains why they often fail to convince experienced distributors.
潘文富Methods to Increase Beverage Sales in County-Level Markets
Recently, many peers have asked me the same question: how to increase beverage sales in local county-level markets. This is a representative issue in the industry, so I will share my experience and briefly discuss methods to boost beverage sales in county markets for reference. Any national beverage brand grows from a regional one; only by first succeeding regionally can it go national, except for Hengda Ice Spring. The most representative regional market is the county-level market.
胡伟Before Complaining About Weak Brand Power, First Execute Well!
For an enterprise, especially an FMCG company, the most headache-inducing issue in the early stage of product manufacturing is the product itself. Once the company gets past this stage, it is often troubled by brand issues, such as weak consumer identification and insufficient market pull. As a weak brand, how to solve these brand-related problems? 1. Invest heavily in advertising. There is a famous saying in advertising: not advertising is waiting to die, advertising is seeking death. Weak brands are weak partly because they lack sufficient funds, making heavy advertising investment unlikely, especially in today's advertising-saturated environment where credibility is in crisis.
方刚May Day Product Promotion Planning Plan
The May Day Labor Day holiday is the first golden week of the new year after the Spring Festival. During this period, major merchants launch discount promotions, which is worrying. In fact, besides discounts, there are many other strategies to get consumers to buy. Simply lowering prices does not necessarily lead to good brand promotion and product sales; otherwise, many brands would not have failed in price wars. This article briefly discusses May Day product promotion plans, hoping to be helpful.
思翰Marketing Staff 'Fighting on Paper': How to Satisfy Your Boss?
For an ordinary salesperson, doing the job well is enough; for one aspiring to rapid advancement, the ability to handle 'paperwork' is indispensable. This article offers practical advice on writing policy application reports, sales plans, summaries, research reports, and marketing diaries that win leadership approval.
刘春雄P&G, Unilever, Johnson & Johnson Are Making a Serious Mistake
They once taught Chinese counterparts, who were just beginning to learn about market economy, a valuable lesson. P&G was once a myth in the Chinese market. Its first three shampoo brands—Head & Shoulders, Rejoice, and Pantene—simultaneously aired TV ads, competing with each other, leaving Chinese companies astounded. With precise positioning strategies, high-quality ads, and massive spending, P&G gave a masterclass to Chinese peers. Multi-branding, USP, positioning—advanced concepts flooded in, showcasing world-class management. Even P&G's shelf displays, brand naming, and ad creativity became classic cases for Chinese companies to study. However, this 179-year-old company has faced major troubles globally, including in China, with declining performance. Last year, P&G's CEO emphasized cutting half its brands to survive. Despite various self-rescue measures, performance hasn't improved. In populous China, P&G's market share has been declining.
凉月A Marketing Veteran's Playbook: Three Mindsets, One Goal, Five Methods
There is no off-season market, only off-season thinking; it's not that business is bad, but that your own business is bad. While other dairy products grew slowly, Telunsu and Ambrosial achieved rapid growth; when cocktails were lukewarm in the catering channel, RIO cocktails became famous overnight through the entertainment marketing of "Running Man," driving the industry's major development. To achieve significant company growth, the business level of sales personnel is crucial. The following is a summary by a marketing veteran, called the 315 Theory for easy memory and dissemination.
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