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 174 of 196
From Insolvency to Billions in Sales: How Did Jingjiu Do It?
Jingjiu's path to growth is legendary, and it has become a leading brand in the health liquor category. However, its health concept has an obscure side that makes some consumers 'ashamed to consume.' But as a product, Jingjiu's marketing approach is no different from that of baijiu. In recent years, Jingjiu's growth momentum has been obvious, and it has dominated the health liquor category, leaving other similar brands far behind. What is the secret? Find the right product positioning and target consumer group, and you won't have to worry about selling!
New DistributionHow Can the Baijiu Industry Break Through in 2016 Amid Slowing Economic Growth, Weak Consumption, and Restrictions on Official Spending?
The baijiu industry, once enjoying a golden decade, is now in deep adjustment amid slowing economic growth, weak consumption, and anti-corruption policies. To break through, companies must adapt to the new normal by adjusting prices, clearing inventory, learning from FMCG practices, persisting in strategy, targeting new consumer groups, focusing on consumer experience, innovating products, and using the internet wisely.
朱朝阳Five Thoughts on the Future Marketing of Food Enterprises as 2016 Approaches
As 2015 draws to a close, the falling snow and cold weather signal that future marketing efforts will also be chilly; excessive optimism and letting things take their natural course will not yield good results. To achieve good marketing performance in the future, entrepreneurs and marketing managers need to better integrate resources in areas such as products, channels, customer service, personnel incentives, and competitive strategies to cope with market developments. Here are some thoughts to share and discuss.
New DistributionUnderstanding the Relationship Between Baijiu and Deep Distribution
Why do some companies succeed with deep distribution while others fail, leading to rising marketing costs and wasted distributor resources? This article explores the strategic significance and value of deep distribution, examining its two contrasting perspectives, concept, and the key factors for successful implementation.
朱志明Distributors Choosing New Products: Remember to Complete These Ten Steps Before Making a Decision
How to pick a potential product or a hit product? How can distributors develop a discerning eye? It's not difficult! Just remember the following ten steps. (This discussion only covers distributors of alcoholic beverages and drinks in the FMCG sector.) First, know yourself. Distributors must act according to their capabilities when accepting new products. Consider whether you have surplus funds, channels, warehouse space, delivery capacity, manpower, social connections, market reputation, etc. Is your scale at a bottleneck? Do you have ambitions for further growth? Is there still large market space locally? Can you operate in larger regions or more categories? Does your main business rely entirely on the manufacturer or yourself?
曾文忠 陈行军12 Months of White Liquor: How to Promote in Peak and Off-Peak Seasons? Grasp the Promotion Rhythm and Stop Acting Blindly Each Month
1. Transition from peak to off-peak season (March-May): After the Spring Festival, white liquor moves from peak to off-peak season. Many companies still manage the market by seizing opportunities before and during the off-peak. From March, more companies start market actions, with promotions and new products aimed at stocking, boosting sales, enhancing brand influence, and expanding market share. Promotions include adjusting bestseller strategies, distributor screening, terminal building, consumer pulls, product sorting, and recruiting distributors. 2. Off-peak season (June-August): Focus on market building, with channel promotions, consumer promotions, and hard/soft terminal construction. 3. Peak season (September-February): Key is rapid terminal grabbing, channel innovation, market cultivation, consumer promotions, and product combinations.
New DistributionRevealing the Rations of Soldiers from Various Countries: What Chinese Soldiers Eat Is Actually...
Do you remember the articles 'The Stubborn Little Red Army Soldier', 'Crossing the Grassland', and 'Crossing the Snowy Mountains' from elementary school? Times have changed, and the era of digging for grass and eating belts during the Long March is long gone. Today's soldiers are not only more capable in combat but also enjoy better food. Here, China Candy shows you the rations of soldiers from various countries, with candy and chocolate playing a significant role!
New DistributionJDB's Success: It's Deep Distribution, Not Positioning!
Deep distribution has many classic and successful cases. Amidst the jungle of competing theories, practice is the sole criterion for testing truth. Li Dayi learned Teacher Bao's deep distribution theory 13-14 years ago and applied it in the market, which greatly enhanced his skills. He argues that JDB's true core competitiveness lies in its deep distribution capability, the strongest among all domestic FMCG companies.
New Distribution10 Trends in China's Baijiu Industry in 2016 and Beyond
The rapid development of the internet, China's economic downturn, restrictions on official consumption, drunk driving laws, a generational gap in baijiu consumption, and various industry malpractices have collectively plunged China's liquor industry into a state of panic and confusion. Many liquor companies and distributors are struggling to define their future direction and path, unsure whether the road ahead holds opportunities or pitfalls. What phenomena will emerge in 2016? What are the future development trends?
朱志明Without the 'Red Can' and 'Fear of Getting Heated', Can JDB Still Compete?
JDB has lost its 14th consecutive lawsuit, with a court ruling that the advertising slogan 'Fear of getting heated' belongs exclusively to Wong Lo Kat, and JDB must stop using related slogans and pay 5 million yuan in damages. Despite losing the trademark, red can packaging, and slogans, JDB maintains nearly 80% market share in canned herbal tea, relying on its strong marketing and distribution channels.
纳兰醉天11 Common Consumer Promotion Tactics: Key Operational Points—Don't Claim You Really Understand Them
Promotion is a marketing activity based on distribution, where manufacturers use distribution channels and special tactics to boost product sales. Promotions cover a wide range, including promotional mixes, personal selling, advertising, brand promotion, and public activities. Manufacturer promotions can be broadly divided into two categories: consumer-centric and trade-centric.
黄静Blue Moon, Can You Still Carry the Banner of Industry Leader?
Blue Moon, a local daily chemical company that established itself in the fiercely competitive market with toilet cleaner and collar cleaner, was at a loss before the 21st century: these were niche categories, merely a ticket into the broader daily chemical market. Founder Luo Qiuping, a chemistry graduate from Wuhan University, had a keen eye for market opportunities. He boldly focused on hand sanitizer, persisting despite early failures by competitors, and seized the opportunity during the 2003 SARS outbreak to create and dominate the hand sanitizer category. Later, he entered the laundry detergent market in 2008, quickly becoming the market leader. However, marketing is not a sprint but a marathon, and Blue Moon now faces challenges from competitors, brand extension issues, and organizational instability.
胡落英Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, pushing marketers to create numerous ineffective outlets that kill the product. To sustain growth, channel focus is essential: screen outlets and target 'quality fish'.
New DistributionHow Can Distributors Effectively Support New Products?
When companies launch new products with great effort, they often find that despite distributors' willingness to promote them, sales remain sluggish. The problem often lies in misidentifying target customer groups, improper distribution strategies, and inadequate market promotion capabilities.
毛小民2 Marketing Support Platforms + 8 Steps of Terminal Visits: Build a First-Class Team with Ordinary People!
There aren't that many talents in this world; use models to let ordinary people accomplish extraordinary things. In a China-US CEO dialogue about what to focus on during rapid corporate growth, American entrepreneurs unanimously wrote "team" on their boards, highlighting the value of teams. However, for many domestic companies, building a marketing team, especially a sales team, remains a headache due to the scarcity of excellent salespeople and marketing talent. This article suggests starting from two aspects: building marketing support platforms and breaking down sales actions to simplify complex tasks, using standardized models like the "Eight Steps of Terminal Visits" to train ordinary people into a top-tier marketing force.
刘文新Six Major Objectives and Operational Approaches of Channel Promotion
Since promotion is an important means for enterprises to participate in competition and achieve set goals, it is necessary to plan promotion from a strategic height. The primary task of promotion planning is to clarify the purpose of promotion, as different purposes require different promotion policies. Only by formulating corresponding promotion policies and plans based on clear promotion purposes can set goals be successfully achieved. Looking at the various promotional activities around us, how many are truly strategic, purposeful, planned, and creative? The promotion targets can be end consumers or channel members.
芮新国The "Eight Beliefs" and "Five Forces" for Building a Gold-Medal Salesperson
Sales work is monotonous, tempering, and a rollercoaster of extremes. With nearly 60 million marketers working on the front lines daily in China, the difference between success and failure lies in the mindset and skills of the salesperson. A successful salesperson must possess eight basic belief patterns (the "Eight Beliefs") and five key forces (the "Five Forces").
New DistributionHow Do the Networking Structures of the Poor and Rich Differ?
Chinese people love to talk about connections, with a modern saying that 'social relations are productive forces.' While many engage in networking, some ambitious youths disdain it. Yet, regardless of personal preference, doing things in society often relies on various relationships. Asking for help is not necessarily shameful, and being alone is not necessarily glorious. 'Relationships' are a normal phenomenon, but they are not simple. Many may think the key to building valuable connections is seeking intimate relationships, like 'classmates who studied together or comrades who fought together,' but sociologists think otherwise.
New DistributionBudweiser Launches 'MIXXTAIL' Nationwide: Is the Market Not Chaotic Enough?
Budweiser APAC, the world-renowned beer giant, is expanding its premixed cocktail brand MIXXTAIL (魅夜) nationwide after a trial in Shenzhen in March. The move comes as the Chinese premixed cocktail market faces a downturn, with leading brand RIO experiencing declining profits and channel inventory buildup.
New DistributionWhat Else Can You Do in the Off-Season?
Life must go on, and whether you're a best-selling brand or not, the off-season is tough. Here are some strategies to make the off-season under the financial crisis more bearable: 1. Keep marketing staff active; 2. Maintain promotional activities; 3. Clean up unqualified dealers; 4. Launch new products quickly; 5. Hold meetings and training; 6. Send back-office staff to the market.
唐江华Things You Didn't Know About Sports Drinks
Energy drinks are often seen at extreme sports events, but do you know these brands? Energy drinks, as their name suggests, provide extra energy, acting like a switch that makes you more excited and energetic. Most of this energy comes from two main ingredients: sugar and caffeine. A typical energy drink contains 80 mg of caffeine (equivalent to a cup of coffee). Studies have found that the average 12-ounce soda contains 18 to 48 mg of caffeine.
iDareX敢玩运营This Stop: Consumer Marketing Reigns Supreme!
Views like 'terminal is king' and 'channel is king' have been popular in the business world for over a decade. The author, who once advocated such ideas, now argues that the push of channels is giving way to the penetration of consumer marketing, ushering in a new era where consumer marketing capabilities determine a company's future.
李政权Make Your Year-End Report Pass on the First Try
At the end of each year, regional managers are busiest with performance sprints, sales collections, staff incentives, and next year's marketing plans. While hitting sales targets is crucial for immediate rewards, a well-crafted annual marketing plan is key to future career growth. This article shares insights on sales forecasting, expense estimation, and plan completeness to help regional managers succeed.
罗建幸Coca-Cola Finally Releases "Monster" to "Fight the Bull" in China
According to a report by Little Food Times, Monster Beverage's CEO Rodney Sacks announced plans to launch Monster Energy in mainland China in the first half of 2016, having submitted product applications to Chinese regulators and discussed distribution with Coca-Cola's bottling partners in China.
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