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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 171 of 196
Who Will Tap China's 200 Million Youth Beverage Market? Can This Drink Break the Miracle of Shi Yuzhu's Naobaijin?
Shi Yuzhu is arguably China's top marketing genius. His product Naobaijin has been a bestseller for one to two decades since its launch in 1997, with the catchy slogan 'This year, no gifts; if you give gifts, give Naobaijin' becoming household. By 2014, Naobaijin had been the top-selling health product for 16 consecutive years. Known for improving sleep and digestion, its main consumers are middle-aged and elderly. However, in the second half of 2015, a new beverage targeting students and teenagers appeared on the market, attracting much attention.
New DistributionOver 1,000 Business Owners Here Want to Invite You to Come and See for Yourself
We are a group of traditional FMCG business owners in Sichuan. Compared to other industries, FMCG is neither too good nor too bad, but making money has become much harder than before, with high costs and stagnant sales. We are building an industrial accelerator to attract talent and partners to help us upgrade, expand nationwide, and transform digitally.
New DistributionHaitian Flavor Industry Annual Report Review: Hidden Concerns of the Condiment Giant
On March 10, condiment giant Haitian Flavoring released its 2015 annual report, showing revenue of 11.29 billion yuan and net profit of 2.51 billion yuan, up 15.1% and 20.1% year-on-year respectively, with net margin reaching a record high of 22.2%. Despite the sluggish domestic economy, Haitian achieved considerable growth, but a closer look reveals that its core product, soy sauce, grew only 6.6%, significantly below the company's overall growth, and this has been the case for five consecutive years, raising concerns about the company's long-term strategy.
王超Preparing for the Peak Season: Is Your Beverage Strategy Keeping Up?
The traditional peak sales season for beverages runs from April to October, with explosive demand growth particularly from June to August. To gain a competitive edge in this battle, distributors must be well-prepared. As the saying goes, 'Build the market in the off-season, sell in the peak season.' Besides manpower and resources, it's crucial to grasp the rhythm of preparation and choose the right entry point to win the peak season market.
冯媛Webinar Registration | Common Issues in Beverage Market Operations for Grassroots Managers
Note: The "Manufacturer Beverage Operation Skills Series" is now open for registration. Click "Read Original" for course details! Below is the outline for Thursday's 8 PM class. Grassroots managers often face common issues in market operations. This article compiles and addresses frequently asked questions from frontline sales managers, branch heads, and directors to help these confident, passionate, and capable but method-less managers improve efficiency, boost performance, and work with ease. First, understand a principle: confidence + clear methods = success; confidence + unclear direction and methods = failure.
张宇Every Industry Is Worth Redoing
Initiating in the style of Jack Ma, the author announces both bad and good news: industry restructuring will eliminate many companies, but redoing every industry will give birth to new ones. This topic originates from marketing expert Jin Huanmin, who argues that most Chinese products can be redone, implying ample room for innovation. He Zuqi, who is restructuring the aquatic industry, extends this to say almost all industries are worth redoing or can be restructured.
刘春雄Five Fatal Flaws That Hinder New Product Launches
China is a huge market with no shortage of new products. However, among the tens of thousands of new products launched each year, nearly 90% struggle to sell, and most end in failure. Why do products that seem good fail to sell? Although many factors and objective conditions affect a product's successful launch, analyzing the essence reveals five fatal flaws as the real crux.
戚海军Two Marketing Experts: Ten Trends and Four Major Changes in the Condiment Industry in 2016
This article presents insights from two marketing experts on the condiment industry in 2016. Zhang Feng, Chief Consultant of Musen Enterprise Management, outlines ten trends including industry consolidation, capital influx, brand concentration, and the rise of compound seasonings. Hou Junwei, General Manager of Shanghai Ruinong Enterprise Management Consulting, discusses four changes: a shift towards mid-to-high-end products, a return to natural and traditional methods, accelerated e-commerce adoption, and the importance of scenario planning.
New DistributionJianlibao Rides the Wave of 'Trend Marketing' and Soars During Spring Festival
As the most important traditional festival for Chinese people, Spring Festival has always been a key marketing battleground for FMCG brands. In the Year of the Monkey, everything related to 'monkey' was leveraged for marketing, and one national-level old beverage brand made a big splash with the character 'monkey'. Jianlibao, a local sports drink with over 30 years of history, created the #猴年猴赛雷# topic on Weibo during the Spring Festival, which reached 110 million reads—a remarkable achievement given the declining user engagement on Weibo today. The topic also attracted participation from many large blue V and yellow V accounts, including Teacher Cang. The online attention generated by the brand and celebrity lineup is not to be underestimated.
New DistributionThe Most Comprehensive Guide to Operating the Foodservice Channel
The foodservice channel is a window for brand display and direct consumption, making it one of the primary channels for baijiu brand promotion. For high-end products, the foodservice channel mainly serves the functions of creating brand atmosphere and introducing taste; for mid-to-low-end baijiu brands with rapid circulation capabilities, it is an important sales window directly facing consumers. In detail, A and B class restaurants are the main venues for consuming high-end baijiu, where the store manager and owner are core elements for gaining sales momentum in the foodservice channel. Strategies such as tasting events, VIP customer consumption, wedding and birthday banquets, store manager commissions, brand consultant setups, and red tourism programs can be used to turn the store into a group-buying promotion partner and maintenance customer, and to build good relationships with store management to secure stable, high-quality VIP customer resources.
New DistributionHow to Develop a Market That Has Been Ruined?
Developing a new market is something most regional managers know how to do, with their own 'Eight Steps' or 'Nine Yin Manual'. But when it comes to a market that has been ruined, many are at a loss. Every relatively mature company faces this issue, with some regions becoming half-cooked and even having historical problems. Re-entering such a market is far more difficult than entering a new one, requiring 5-10 times the effort. The author recently trained a beverage brand, where regional manager L was newly assigned to Yulin, where the local market had been ruined by multiple distributor changes, and the brand's reputation was poor. After efforts, L found interested clients, but they hesitated at the last moment due to lack of confidence in the brand. The key to reviving such a market is 'confidence'.
马坚行6 Models for Marketing Executives to Stay Close to the Market
The art of war says, 'A skilled commander seeks victory from the situation, not from blaming his men.' Marketing executives, as commanders, should create favorable conditions for their teams rather than just pushing them hard. This article outlines six practical models for marketing executives to stay connected with the frontline, including regular market visits, dealer communication, employee feedback platforms, breaking down departmental silos, monthly themed work, and focusing on terminal sell-through.
吴忠文China Resources Beer Acquires SABMiller's 49% Stake in Snow Breweries for $1.6 Billion
China Resources Beer (Holdings) Company Limited (HK, 00291) announced this morning that it will acquire SABMiller Asia's 49% stake in China Resources Snow Breweries for $1.6 billion, giving it full control of China's largest beer company. The deal marks a significant step for China Resources Beer to streamline its business and for SABMiller to resolve competitive conflicts in China.
边长勇If You Have These 10 Traits, You're No Longer Fit for Sales: Change or Get Out!
Sales is a war without gunpowder in peacetime, a game of gladiators. Sales personnel aging manifests in many aspects: outdated marketing concepts, corporate aging, personal emotional aging, professional ethics aging, interpersonal relationship aging, professional capability aging, mindset aging, and mental state aging. The factors causing aging include changes in marketing environment, personal life issues, bad habits, over-reliance on experience, loss of passion, diminishing returns, neglect of brand management, lack of career planning, corporate operational aging, and interpersonal relationship aging.
New DistributionReview of 2015 | Annual Reports of Food and Beverage Companies: Rio, Master Kong, Chacha, Heinong...
This article reviews the 2015 annual performance reports of several major Chinese food and beverage companies, including Sanquan, Master Kong, Rio, Chacha, Jiajia, Huangshi, Shuangta, Kedi, and Heinong, highlighting key financial figures such as revenue, profit, and growth rates.
New DistributionDeep Insight: 20 Thoughts on Promotion by Yunlian Brand
Yunlian's first thought on promotion: CP and TP. Today we start discussing the promotion chapter. In the concept of marketing 4P, promotion has many meanings, including advertising, personnel promotion, pull activities, channel inventory pressure, terminal sell-through, gift rewards, vivid display, promoter skills, etc. I don't know if 20 issues can cover it all. Today we mainly talk about two concepts: CP and TP. CP is consumer promotion, targeting end consumers, or consumer education or consumer communication. In the end, it's about changing their minds or explaining a logical cognitive system, or making them excited in a specific scenario. In short, make them moved; if moved, they may act, or if moved, seeds are planted in their minds. Both effects are good, but of course, you need to clarify the purpose and logic, then formulate a plan and execute perfectly.
韩秀超Top 10 Reasons Why New Product Launches Fail!
For FMCG companies, new product development is increasingly important due to diverse consumer demands. Many companies prioritize this, yet most new products fail to achieve expected success. The reasons include: product claims far from consumer needs, insufficient analysis of target consumer behavior, misalignment with company positioning, weak brand awareness, simple imitation, excessive novelty, monotonous promotion methods, unfair channel profit distribution, poor channel service, and lack of persistence.
New Distribution【Li Jiao Shou】People in Marketing May Not Know What a "Market" Really Is
Many people in marketing departments are busy promoting activities, chasing trends, and even making calendars, but they forget to truly understand the most basic definition of marketing: what constitutes a market. Sometimes, major oversights stem from an insufficient understanding of fundamental principles. A market is not just a group of people or a product category; it is a group of consumers who use similar products to satisfy similar needs and who reference each other's opinions when making purchase decisions.
李靖Toothpaste Priced at 159 Yuan! P&G Ends Its 'Affordable' Expansion
After introducing premium diapers to the Chinese market, P&G has launched another high-end product. Recently, P&G's oral care brand Oral-B announced its strong entry into the Chinese market with a professional gum care toothpaste set priced at 159 yuan, a product with almost no competitors in China and completely shedding the affordable brand image of P&G's Crest. Beijing Business Today reporters found that consumers have low acceptance of the high price, but P&G itself is confident.
钱瑜 王潇立Jiang Xiaobai's Tao Shiquan: China's Baijiu Market Has Room for a Hundred-Billion-Dollar Growth
At the 16th Annual Meeting of the Yabuli China Entrepreneurs Forum, Tao Shiquan, chairman of Chongqing Jiang Xiaobai Liquor Co., Ltd., shared his entrepreneurial journey, emphasizing that even in a traditional industry like baijiu, he holds imagination and aims to validate it. He noted that the global distilled spirits market is $1.6 trillion, with Chinese companies only accounting for $80 billion (5%), and if China could reach 20% of the global market, it would represent $320 billion, a fourfold growth opportunity.
郭金霞Developing a New Market: How Not to Look Like an Outsider?
In the 40-year history of marketing, a salesperson who has never developed a new market or brand is not a complete sales representative. Just as a man who has never stood outside the delivery room or taken a child from the midwife's hands doesn't know where sorrow and joy come from, many salespeople, whether novices or veterans, have suffered losses in new market development. Some wander for half a year without finding the dealer's door; others make a careless mistake and lose a major opportunity.
黄润霖Premixed Cocktail Market Bubble Bursts: The Myth of a 10-Billion-Yuan Mega Product Fades?
After a frenzy and a chill, the premixed cocktail market has finally seen its bubble burst. A securities analyst who has long tracked the sector and once championed this 10-billion-yuan market admitted to our reporter, "Premixed cocktails lack substantial technical content and are mainly driven by advertising effects, but with heavy ad spending, the marginal returns are diminishing." He believes "everyone overestimated this market." Behind this madness lies the "mega product" mindset that the domestic beverage industry has long relied on. Premixed cocktails are now...
陆琨倩A 7-Year Veteran Salesperson's Resignation Advice: Impatient Young People, Please Read This!
If you work hard enough, you can become a 'spiritual soul.' Every company and community needs more than one 'soul figure.' What does it take to be a 'spiritual soul' in a company? The answer is traits. These are the things deep inside you, like responsibility, attitude, attention to detail, perseverance, and values. Your inner strength determines how far you can go. Many people change jobs frequently, but such people can never achieve great things.
New DistributionSales Notes: My Terminal Sales Rep Was Counter-Marketed!
Sales reps should learn to assess whether a store's business has prospects before investing resources, especially for restaurants. Many restaurants close within two months of opening, and blindly investing for metrics like distribution rate will only hurt yourself.
陈波