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 170 of 196
Who Profits? Who Loses? A Table Reveals Big Data from 50 Listed Food & Beverage Companies in 2015!
As of April 1, 2016, except for a few food companies like Bright Dairy, the 2015 annual reports of listed food companies on the Shanghai and Shenzhen stock exchanges, Hong Kong stock market, and the New Third Board have been basically released. Based on the 2015 performance announcements of listed food companies, the editor summarized their core revenue and net profit data, and arranged them in descending order of annual revenue. Here is the statistical table of 2015 annual report data for 50 listed companies compiled by the editor! It is definitely valuable and worth collecting for food traders!
New DistributionHow to Run Promotions for New Product Launches?
New product launches require promotions to encourage risk-taking purchases, increase incremental profits, and counter competitive threats. However, common pitfalls include substituting promotions for regular sales and disconnecting marketing from sales. Post-promotion, companies should focus on expanding regular shelf space, improving trade relations, increasing store penetration, building the sales team, and leveraging consumer insights.
李鉴金Why Are FMCG Giants All in Decline? What Exactly Is Going On?
During the 2008 financial crisis, traditional FMCG industry maintained strong double-digit growth and was hailed as a necessity. However, a strange phenomenon is that those once-thriving companies are now collectively declining, such as China Agri-Industries' stock price falling to a historic low of 2.03 yuan, and Mengniu Dairy's stock price dropping from a high of 45 yuan in 2015 to the current 11 yuan. The declines are extremely alarming. Why is this happening? The impact of diverse brands: In fact, the total market demand for FMCG has not decreased, but competition has intensified dramatically...
New DistributionUnder the New Normal, Traditional Marketing Fails! What Drives Product Movement to Thaw the Freeze?
As the FMCG industry evolves and the information age arrives, product movement has become the primary factor determining the rise or fall of the entire FMCG supply chain. Enterprises, distributors, and retailers must all focus their efforts on driving product movement, with enterprises bearing the greatest responsibility as the industry's leading force. This industry-wide examination led by product movement poses a significant challenge to FMCG manufacturers and distributors, while also prompting a collective reflection on traditional marketing thinking.
张宇Analysis of Development Trends in China's Baijiu Industry in 2016
Since 2012, the baijiu industry has entered an adjustment period. Although some enterprises are still in deep adjustment, most have completed adjustments, and the industry as a whole has begun to rebound from the bottom. This implies that mergers and acquisitions among enterprises will accelerate, increasing industry concentration, which will become a development trend in the coming years. Report data shows that in 2015, the year-on-year decline in the national baijiu wholesale price index narrowed month by month, with a cumulative decline of 2% for the year, narrowing by 1.84 percentage points compared to the same period last year, and the difference between monthly highs and lows was only...
New DistributionWhen Distributors Treat Brands as Spare Tires, How Can the Spare Tire Become the Primary?
Distributors understand the principle that the customer can bully the supplier. Having a single dominant brand or staking everything on one brand is not good news for experienced distributors. Therefore, in their ideal scenario, distributors need a 'whetstone' brand to keep the primary brand in check without letting the secondary brand take over. This is a common challenge in distributor management: the industry's second-largest brand often struggles against the leader while sharing the same distributor.
黄润霖China's 70,000 Tea Companies Can't Beat One Lipton: Is This a Success or Failure for Chinese Tea Companies?
The article challenges the common criticism that China's 70,000 tea companies are inferior to Lipton, arguing that the fragmentation of China's tea industry is a sign of success, not failure. It posits that national industries tend to be fragmented, while imported industries are concentrated, and that Chinese tea's diversity and cultural depth are its strengths, not weaknesses.
New DistributionWhy Did Dong Mingzhu Choose to Endorse Gree Herself? Actually, You Don't Understand Miss Dong's Hardship
Dong Mingzhu chose to endorse Gree herself to protect Gree Electric from turmoil, decline, and even destruction. This is not an exaggeration. The article details the historical struggles between Gree Group and Gree Electric, including attempts to sell the company to foreign competitors, and explains why Dong's high-profile endorsement is a strategic move to maintain control.
杨林New Product Distribution: 8 Taboos and 6 Key Points Marketers Must Remember
In the process of introducing a new product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key determinants of the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, outlining eight common failures and six ideal outcomes.
朱志明China Food 2015 Annual Consumer Word-of-Mouth Index: Leading Baijiu, Instant Noodles, Beer, Liquid Milk, Beverages, and Edible Oil Consumer Word-of-Mouth...
On March 24, Xinhua Net and the National Sugar and Alcohol Commodities Fair Office jointly released the "2015 Annual Food Brand Word-of-Mouth Report," focusing on annual consumer evaluations of six major food categories: baijiu, instant noodles, beer, liquid milk, beverages, and edible oil, presenting authoritative national data to the public and showcasing the brand image of excellent food companies. The overall word-of-mouth index is a scientific set of indicators for analyzing and evaluating online word-of-mouth, composed of six sub-indices: brand awareness, consumer interaction, quality recognition, corporate reputation, product positive reviews, and brand health.
新华网Instant Noodles Get an Upgrade, but Who Will Buy a 29.9 Yuan Bowl?
To counter the declining market, instant noodle brands are launching premium products. Uni-President is set to release "Man Han Yan," a high-end instant noodle priced at 29.9 yuan, limited to 6,000 bowls per month. The move reflects a broader industry shift towards premiumization, as seen with Uni-President's success with Tang Daren and competitors like Master Kong also introducing higher-priced offerings.
董芷菲Mengniu's First Annual Revenue Decline in 3 Years: Why Did It Fall Out of the 50 Billion Club?
Mengniu's annual revenue declined for the first time in three years in 2015, dropping below 50 billion yuan, while rival Yili is expected to exceed 60 billion. The decline is attributed to external factors like raw milk price fluctuations and competition, as well as internal issues such as channel reform and underperforming奶粉 business.
New DistributionIn-Depth Guide: The Most Comprehensive Marketing Channel Encyclopedia (with Strategies and Tips)
This is perhaps the most comprehensive article on marketing channels. Before starting promotion, market positioning is crucial as it guides strategy, channel selection, and messaging. The article categorizes channels into paid, sponsored, self-media, and word-of-mouth, detailing each with usage scenarios and tips.
刘渝民Huishan's 'Source Makes the Difference' Steals the Show at the Spring Sugar Fair's Sub-Venue
The 94th National Spring Sugar and Wine Fair kicked off in Chengdu in mid-March. Huishan Dairy made its debut at the fair, showcasing its innovative products and unique self-owned pasture milk source advantages. The company will appear at both the sub-venue and the main venue, inviting continued attention. From March 18 to 23, the sub-venue at Chengdu Hotel opened, where Huishan welcomed guests from all over.
New DistributionIf You Haven't Developed New Markets, Don't Tell Me You've Done Sales
Salespeople who have never developed new markets or new brands are not complete sales representatives. Just as a man who has never stood outside a delivery room or received a child from a midwife doesn't know the source of life, you won't understand the origins of sorrow and joy. Many, from novices to veterans, have suffered losses in new market development. Some wander for months without finding a distributor's door; others make careless mistakes. Salespeople often have no choice in market assignment, and they must quickly assess whether their new territory is a trap or a treasure.
黄润霖Industry: Plant-Based Protein Drinks Surge, with Coconut Juice Leading the Way
Chinese consumers are increasingly favoring plant-based protein drinks, with coconut juice being the most popular. According to Mintel's latest report, 87% of Chinese consumers have consumed such drinks in the past six months, and the market is expected to grow significantly by 2020.
New DistributionThe Bucket Theory Is Dead; the Long Board Theory Is What You Must Master!
The famous bucket theory—that a bucket's capacity is determined by its shortest plank—was effective in the industrial age but is now obsolete in the internet era. Today's companies don't need to excel at everything; they can outsource weaknesses and focus on their core strengths, leveraging partnerships to fill gaps, as exemplified by PepsiCo and Google.
New Distribution50 Marketing Maxims
A compilation of 50 marketing maxims covering principles, practices, ideas, methods, governance, and perspectives, emphasizing practical wisdom and common sense in the FMCG industry.
New Distribution9 Salons during the Spring Sugar Fair: No Ads, No Promotion, All Dry Goods! Click Now!
How to do business in 2016? How to select products at the Sugar Fair? How should distributors respond to Internet+? The answers you want are all here! The most down-to-earth salon activities at the Sugar Fair! Solve all the 'difficult problems' of the Spring Sugar Fair, help you find new products, grasp new trends, and thoroughly improve sales performance! All-star mentor lineup (in no particular order): Liu Chunxiong, Pan Wenfu, Zha Jiulan, Wang Guanqun...
New DistributionThe Vinegar Industry Landscape: From the Four Famous Vinegars to 'South Hengshun, North Donghu'
China's vinegar industry is highly fragmented, with nearly 6,000 manufacturers and an annual output of about 3 million tons, where the largest producer accounts for only about 10% of the total. The market has evolved from the traditional 'Four Famous Vinegars' into a rivalry between the northern and southern schools, with Shanxi's aged vinegar brands like Donghu leading the north and Zhenjiang's aromatic vinegar brand Hengshun dominating the south.
New DistributionDeep Reflections on Products: 20 Profound Thoughts
This article presents 20 deep reflections on products, covering aspects such as intentionality, functionality, emotion, branding, packaging, color, shape, naming, definition, tone, materials, processing, selling points, scenarios, categories, innovation, quality, customer service, serialization, and iteration. The author emphasizes that products are deliberately designed to meet consumer needs and create value, and that success lies in understanding human nature and maintaining consistency in brand and product development.
韩秀超As Weather Warms, How to Arrange Beverage and Food Displays? Remember These 9 Characters!
This article provides nine key principles for product display in retail stores, emphasizing quantity, concentration, ease, completeness, cleanliness, association, timeliness, brightness, and color coordination to enhance store image and boost sales.
New DistributionNongfu Spring Shows How to Do the Most Cost-Effective Marketing with a Limited Budget
In an era where entertainment trumps seriousness, Nongfu Spring's sentimental marketing, featuring documentary-style ads and a 'skip after 5 seconds' option, has won widespread acclaim. By respecting consumers and being authentic, the brand achieved high engagement and cost-effective exposure through a partnership with Youku.
New DistributionAnalyzing the Fast-Moving or Refined Management of Baijiu from Practical Experience
Facing industry changes, many baijiu companies are transforming, with the core goal of directly communicating with terminal outlets or consumers, abandoning the previous extensive marketing models. After the golden decade, the industry has entered a turbulent period, and most regional leading companies are shifting towards refined management, learning from brands like Jingjiu.
唐江华