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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 172 of 196
Is WeChat Marketing Reliable for FMCG Companies? A Look at COFCO's Health Life Campaign
A recent advertisement by COFCO Group on WeChat Moments has gone viral, as the state-owned giant announces its entry into WeChat business. The campaign, centered on a service account called 'COFCO Health Life', uses referral incentives to encourage sharing, but experts question its sustainability and effectiveness. This article analyzes why such marketing tactics may not work and emphasizes the importance of product quality and user experience over channel innovation.
赵波Why Is Uni-President's Assam Mini Milk Tea Still Lukewarm?
The beverage industry has been struggling this year, and many companies have launched new products to reverse the trend, but with little effect. Uni-President's new Assam Mini Milk Tea has been slowly appearing in the market, but after months, it remains lukewarm due to unclear consumer positioning, high pricing, and weak promotion.
金洋How Can Distributors Win the Battle for New Products?
New products generally carry high risks and costs, and their promotion and sales are more challenging compared to established products. However, distributors often must vigorously promote new products due to manufacturer requirements and the potential for establishing market position and profitability. Many distributors recently acquired agency rights for new products at the Chengdu Sugar and Wine Fair, making promotion their top priority. We liken new product promotion to a battle, divided into three stages: reconnaissance, assault, and defense.
张帆10 Key Focus Areas for Launching a New Product
After a distributor decides to take on a new product and agrees on the overall market strategy with the manufacturer, the next step is the actual implementation of the new product promotion. This article outlines ten key areas where distributors should focus their efforts to maximize the success rate of a new product launch.
张德昭Third-rate salespeople sell price; second-rate sell service; first-rate sell...
1% of sales are completed over the phone, 2% after the first contact, 3% after the first follow-up, 5% after the second follow-up, 10% after the third follow-up, and 80% after the 4th to 11th follow-ups! Follow-up work makes your customers remember you, so when they take action, they think of you first. The biggest gain in sales is not the commission, not the promotion, not the capital for showing off, not completing tasks; the biggest gain is that you have one more person in your life who trusts you!
New Distribution2016 China Dairy Market Outlook
By Feng Weifang, Strategy Director of Shanghai Mingtai Mingguan Dairy Marketing Consulting Co., Ltd. Reviewing 2015, the Chinese dairy market experienced weak growth and companies sought breakthroughs. Market growth across all categories was lower than the same period in 2014, with some companies seeing declines; high-end white milk saw frequent cash rebates, gifts, and price cuts; low-end white milk sold at a loss; even the low-temperature fresh milk category, once a growth leader, saw negative growth; flavored milk, children's, and middle-aged/elderly categories also declined. Looking at breakthroughs: key categories grew for major companies like Yili, Mengniu, and Bright; yogurt innovation continued; giants invested heavily in entertainment programs; and the internet became a composite of promotion and channels. Grasp the trends, master the future! Where will China's dairy industry go in 2016? Based on the current domestic situation, this article proposes ten major market trends.
New DistributionTwenty Reflections on Human Nature in Marketing and Management
This article explores twenty aspects of human nature relevant to marketing and management, including concepts, commonality, customs, face, calculation, superiority, mindset, employee motivation, greed, competition, compassion, existence, love, id and superego, aesthetics, fear, fame and fortune, pleasure and pain, meaning, and standpoint. Each reflection offers insights into how understanding these human traits can improve business practices and leadership.
韩秀超How a Taiwanese Brand Swept the Mainland Market? Three Truths Behind the Success of 'Zhang Junya'!
Since 2009, the cartoon brand image of Zhang Junya, with her puffy hair and red bow, has entered the public eye. Within a few years, this imported crumbled noodle snack, priced at nearly 10 yuan, became a sensation in mainland China. According to preliminary statistics, Zhang Junya's turnover in the mainland reached nearly 1 billion yuan in 2014. In the current imported food market, a hit product may emerge only once every 5 to 10 years, and Zhang Junya, created by Taiwan's Wei Lih Foods, is undoubtedly one of the lucky ones.
New DistributionMarketing in the Age of Schizophrenia
What is FMCG? Search Baidu for 'instant decision'. Traditionally, the core of FMCG marketing has been instant decision, influenced by terminal distribution rate and Coca-Cola's 'four to' (or 'three to') strategy. Instant decision applies to both offline and online channels, but offline traffic is inherent while online traffic must be pulled, and both cost money. Initially, e-commerce had low communication costs, but these will rise, eventually balancing or even exceeding offline costs, which is why B2B platforms target C-end consumers.
方刚Tips for Building a High-Performance Sales Team
Building a sales team with strong execution is crucial for achieving sales targets, collections, brand building, and product promotion. This article outlines three key steps: clarifying the team's position, establishing three personnel systems, and focusing on three execution-boosting points.
张正龙Xiaoyang Lactate: A Potential Billion-Dollar Product May Have Been Ruined
Demand is the fundamental driver of product success in the market; only products with significant consumer demand can sell well. Xiaoyang Lactate made a strategic mistake in understanding consumer demand, as 'light exercise' is a false need and concept, merely a wishful fantasy of the company.
林树林Enrollment Open for Opening-Year Masterclass | Senior Frontline Marketers: 6 Lessons to Teach You Beverage Operations Skills for Manufacturers and Distributors
Senior frontline marketers share practical operational guidelines. 3,000 business school community students are eagerly awaiting. Employees from Coca-Cola, Pepsi, Master Kong, Nongfu Spring, C'estbon, JDB, Uni-President, Huiyuan, and Wahaha all want to take this course. The series covers topics such as how distributors choose beverage products in 2016, managing goods flow and cash flow, positioning the relationship between manufacturers and distributors, and creating impactful displays for the peak season.
New DistributionZhu Danpeng: From Challenger to Leader, What Key Steps Did Evergrande Spring Steady on?
When Guangzhou Evergrande won the AFC Champions League in 2013, Evergrande Spring emerged overnight. Over two years, it transformed from a challenger to a leader in China's mineral water market. This article analyzes the key steps it took, including seizing market and policy advantages, innovating with 'one bottle, one code' marketing, and adjusting prices to promote healthy drinking habits.
朱丹蓬Rethinking "Premium Water"
With the launch of a series of new bottled water products by Nongfu Spring in 2015, the previously vague "premium water" market has become increasingly clear with the entry of large enterprises. Taking the start of 2016 as an opportunity, let's discuss the so-called "premium water" market. Although I have some understanding of the beverage industry, "premium water" seems to be a rather unique market segment: its operating models, consumer purchase drivers, and other aspects form their own system; and the market size is often vaguely reported by the media as "expected to reach 10 billion"; its connection with ordinary beverages is probably only because it is "water".
张德昭7 Predictions for China's Dairy Industry in 2016!
In recent years, China's dairy industry has entered a period of low growth. Data from the first three quarters of 2015 show that domestic liquid milk grew by about 5%, ambient milk by only 2.7%, and imported dairy declined by over 10%; meanwhile, innovative dairy products grew significantly faster than the industry average, with ambient yogurt up 106.3%, fresh yogurt up 10.5%, and lactic acid bacteria drinks up 7.4%. These figures clearly indicate that the future development of the dairy industry will undergo major changes. Prediction 1: Fresh dairy products will continue to lead industry development. Currently...
侯军伟Hello! Consumer Dynasty
Building a brand that everyone loves takes time, but in the mobile internet era, the consumer-centric approach is reshaping brand cycles. This article explores new consumer trends, such as refined segmentation, exploratory consumption, and aesthetic value, and provides case studies of brands like GoPro, Durex, and Danone Mizone to illustrate how to engage consumers in the new era.
New DistributionThe Most Complete List of Domestic Cola Brands: How Many Have You Represented?
Tianfu Cola, Changning Cola, Aolin Cola, Feichang Cola, Lechen Cola, Lanjian Cola, Jiuxing Cola, Yueguan Cola, Yinlu Cola, Fenhuang Cola... The 20-year journey of domestic colas is a tragic ballad. The recent return of Chongqing Tianfu Cola to the market is encouraging. Many friends have asked if there are other domestic cola brands. According to the "2010-2015 China Beverage Industry Investment Analysis and Prospect Forecast Report" released by CIC Consulting, Coca-Cola and Pepsi hold 57.6% and 21.3% of the Chinese cola market respectively, totaling nearly 80%.
New DistributionWho Leads the 20 Billion Yuan Jelly Market?
According to statistics, the domestic jelly market has reached a scale of 20 billion yuan, making it a category that cannot be ignored in the snack food industry. From its origins as a children's snack, it has transformed into a leisure dessert loved by children and consumers of all ages. Due to significant changes in the jelly market in recent years and the low entry barriers for production, the landscape of jelly manufacturers has shifted considerably, leading to a mix of brands rising and falling. However, the author still believes that 2016-2018 will be a period of major development for jelly, with equal opportunities for all. Which companies will ultimately dominate depends on who truly takes jelly seriously. This judgment is based on four reasons.
丁忠卫Six Key Elements of FMCG Marketing: Product Power, Channel Power, Image Power, Communication Power, Promotion Power, and Visual Power.
To achieve market explosive power and sustained sales, FMCG marketing needs to strengthen and improve in six aspects. These six aspects are the six major marketing elements of FMCG. If you gain an advantage over competitors in any one of them, your product marketing can gain explosive power. If each element is improved, you can achieve sustained market sales capability. These six elements are both the six major marketing elements of FMCG and the six major elements for enhancing FMCG brand power. The six elements are: product power, channel power...
New DistributionKnowledge | Do You Really Know What Two-Piece Cans and Three-Piece Cans Are?
Metal cans, commonly known as pop cans, have their lids and bodies produced separately and assembled at the end. They are made from either aluminum or tinplate. Due to aluminum's high recycling value and environmental considerations, aluminum is now widely used. Aluminum's main competitor in packaging is PET, which can be molded into various shapes, while aluminum is more challenging. However, their prices differ significantly: PET is affected by oil prices, whereas aluminum can be recycled to reduce material costs. In recent years, regions with active can consumption like Europe and America have increased aluminum recycling rates, further boosting aluminum can usage.
New DistributionRegional Manager: Three Preparations for Taking Over a New Market
A former student sought help after being appointed marketing manager for the company's largest municipal regional market, despite his background in customer service. The author outlines three essential preparations for a regional manager taking over a new market: logical thinking, knowledge and skills, and empathy.
郑志敏Can Tianfu Cola, a Brand Shelved for 20 Years, Make a Comeback?
On January 6, Tianfu Cola, once the highest-market-share cola brand in China, held a comeback ceremony featuring the song 'My Chinese Heart.' The brand lost 20 years due to a joint venture with PepsiCo, but after legal battles, it regained its formula and trademark. With planned investments of 500 million to 1 billion yuan, the company aims to relaunch its products in March, though its future success remains uncertain.
程维Ten Common Misconceptions in Terminal Cognition and Operations for Marketers
This article shares insights from Mr. Pan Wenfu during a WeChat group discussion in the '365 Business School'. It outlines ten common mistakes in terminal cognition and operations, including overemphasizing sales over market development, neglecting small clients, mismanaging product mix, and confusing channel terminals with marketing terminals. The article also provides a case study showing that a 1% cost reduction and 1% sales increase can boost profits by 19%.
师顺宽The Difference Between Leaving After 3 Months and After 2 Years...
Employee turnover is a persistent challenge for SMEs. To reduce turnover, companies must first understand why employees leave. Resignations, especially of long-serving staff, often result in a lose-lose situation for both parties, so it's crucial to analyze the reasons behind departures at different tenures.
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