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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 176 of 196
Inventory and Analysis of Selling Points in the Dairy Product Market
By Yang Guangming of Shanghai Mingtai·Mingguan Dairy Marketing Consulting Co., Ltd. As industries evolve, differentiation in brand pull, product technology, and marketing methods diminishes at the same product positioning level, making the extraction of differentiated selling points a key factor for marketing success. However, how can selling points be scientifically proposed? Are there specific models? For SMEs constantly launching new products, this is a frequent challenge. First, based on some products in the market, inventory their selling points and summarize the main concepts they promote.
New DistributionP&G's Eight Principles and Methods for New Product Launch
In China, on average, two new products are launched every hour, and at least two products exit the market every hour. Whether it's a company with over ten billion in scale or a small workshop starting from scratch, new product launches are always a necessary path for enterprise development. New products carry hope and future, but once they fail, the cost is extremely heavy. According to statistics, in China, the average success rate for new product launches is below 5%, the typical duration of a new product is about nine months, and the average loss per launch is 15 to 50 million RMB...
New DistributionUncovering the Inner Workings of Giants in China's Edible Oil Industry
This article explores the major players in China's edible oil industry, categorizing them into three groups: the 'Five Overlords' (COFCO, Sinograin, Yihai Kerry, Luhua, and Chinatex), the 'Four Foreign Powers' (ADM, Bunge, Cargill, DuPont), and 'Specialists' like Julong (palm oil), Jinhao (tea oil), Dingzhi (sesame oil), and Jiusan (private). It details the operations and market positions of these 'Specialists', highlighting their unique contributions and challenges.
扑克投资家Deep Insight: Internet Plus, and Zhang Zhidong Again
The article draws a parallel between the current debate on whether the Internet is a disruptive force or just a tool and the historical 'Chinese learning as essence, Western learning for practical use' concept proposed by Zhang Zhidong after the Opium Wars. It argues that while popular Internet thinking may be superficial, the shift from industrial civilization to information civilization represents a fundamental change that requires new knowledge systems.
刘春雄How Did Youlemei Lose to Xiangpiaopiao?
Strong Group, a highly respected enterprise, made a professional move in the jelly and seaweed sectors but failed with its Youlemei milk tea project. Xiangpiaopiao, using positioning theory, fought back and solidified its leadership. This article analyzes Strong Group's mistakes, including using the same team for two products, launching bagged milk tea, and lacking a clear positioning.
New DistributionExcellent Managers Use Ordinary People to Train a First-Class Marketing Team
A quote from Mao Zedong Thought provides strategic and tactical guidance: our strategy is to 'fight one against ten,' and our tactics are to 'fight ten against one,' which is one of the fundamental laws for defeating the enemy. This tells enterprises how to divide and concentrate forces when competing for markets, and when to do so, which is the principle for cultivating marketing organizations and teams. From this perspective, it determines what marketing platform and organizational model to build during the process of dividing and concentrating forces. Most enterprises' marketing teams operate as lone wolves, with each salesperson having their own territory, leading to a lack of centralization. Therefore, it is necessary to build a first-class marketing team from two aspects: establishing a marketing support platform and breaking down actions to simplify complexity.
刘文新Should Marketing Work Be Managed by Process or by Results?
A client in the FMCG industry with annual revenue over 100 million yuan and a national sales team of over 300 people has seen sales efficiency decline from 500,000 yuan per capita to 300,000 yuan over the past two years. To reverse the trend, the boss hired managers from large companies. One from a private enterprise suggests managing results with hard targets and rewards/punishments, while another from a multinational suggests managing daily behaviors and activities. The boss is torn. The advice given is to manage results always, but manage process when people or tasks are immature or when results management fails.
宋新宇Chinese and Foreign Brands Compete for 80 Billion Yuan Ice Cream Market, China's Ice Cream Consumption Accounts for 13% of Global Total
China has become the world's largest ice cream consumer, attracting major brands to build factories and expand production. Beijing Sanyuan Foods announced a major asset acquisition of Beijing Ailaifaxifood Co., Ltd., known for its 'Baxi' ice cream, signaling a new business segment for the dairy company.
New DistributionUni-President Launches a Flurry of New Products: Can Its Wolf Pack Strategy Defeat Kangshifu's Channel Supremacy?
In 2015, Uni-President launched 15 new beverage products, covering almost all categories including tea, juice, comprehensive drinks, coffee, and premium water. This shift from relying solely on Assam to a wolf pack strategy raises questions: is it due to performance pressure or a response to consumption upgrades? This article provides an in-depth analysis.
赵波Sales Are Planned
A brand's scale and a product's sales volume are determined by the overall planning before launch. Sales growth is the root solution to all enterprise problems, and only marketing can drive sales and employee motivation.
刘文新The Return of the Great Sage in the Frozen Food Industry!
When it comes to frozen products, what comes to mind? Sanquan, Synear, and Wan Chai Ferry. But who is the Great Sage of the frozen food world? It's Kedi Frozen. Kedi was the first company to advertise tangyuan on CCTV, and after a period of obscurity, it has made a comeback with its dairy business listed on the stock market. Now, Kedi Frozen is poised for a resurgence.
纳兰醉天Pathways to Achieving Incremental Growth and Efficiency in FMCG Regional Markets
Sales growth is an eternal topic for any regional market leader, requiring careful thought and countermeasures. However, in reality, regional managers or operators often repeat 'yesterday's story'—ignoring internal factors and emphasizing external elements, as shown in two situations: negative attitudes and excessive reliance on policy support, or focusing on quantity over quality. This article analyzes these pitfalls and proposes five concrete pathways for healthy regional development.
邓杰Xiaoming Classmate and Gemian Win the Oscar of Global Packaging Design 2015?
Pentawards is the world's first and only design award specifically for product packaging, known as the Oscar of the design world. Winning this award undoubtedly sets the trend for global product packaging. The annual Pentawards competition is a hot topic among designers, open to all countries and anyone involved in packaging creation and marketing. An international jury evaluates entries from around the world and selects winners based on creative quality.
New DistributionPerfection in One Thing Moves the Heart
In this restless era, many people fail not because they lack talent or opportunity, but because they have too many resources and choices, leading to nothing accomplished. The article argues that focusing on one craft with dedication can lead to extraordinary achievement, as illustrated by historical and modern examples.
张 勇Zong Fuli of Wahaha: A Bold, Diligent, and Rebellious Little Princess
Zong Fuli, daughter of Wahaha Group chairman Zong Qinghou, has made a name for herself as a decisive and independent leader. This article explores her achievements, management style, and her differing views on strategy and diversification from her father.
New DistributionSuntory Exits Tsingtao Brewery Joint Venture, Adding New Uncertainty to China's Beer Market
Tsingtao Brewery suddenly suspended trading at noon yesterday, citing 'major asset acquisition matters under planning.' Suntory Holdings plans to exit its joint venture with Tsingtao Brewery, selling its 50% stake in the equally-owned company to Tsingtao for 10-20 billion yen (approximately RMB 533 million to 1.066 billion). The news has not been officially confirmed by Tsingtao Brewery, which stated, 'Please refer to the official announcement.'
New DistributionBig Companies Make You Grow; Small Companies Make You Mature
There is a saying in the workplace: entering a big company makes you grow and learn. Big companies have standardized systems, SOPs, experienced leaders, training, and rotation programs, allowing newcomers to acquire operational skills within 2-3 years. However, as you rise to middle or senior management, the real growth driver comes from interacting with various vendors (agencies) as a client. Only by being a 'good customer' can you reduce risks and truly benefit from these partnerships. Conversely, small companies, with their unstable business and constant pressure, force you to mature, as they teach you resilience, adaptability, and a deeper understanding of human nature and market dynamics.
New DistributionAutumn Sugar Selection | "First-tier brands have thin margins, second-tier brands have weak terminals, and third-tier brands die fast!" How to choose products to make money easily?
With the Autumn Sugar Fair approaching, distributors are preparing to find several best-selling new products. Each distributor will select products based on their local market conditions, which brings up the issue of combining old and new products. To make money, besides considering the product's selling points, one must also think about the product portfolio. How can you optimize your product mix to easily earn more profits? Among the products you distribute, which ones are "profits" and which are "weapons"? The following analysis from the Distributor's Home editor calculates which combination model is best.
New DistributionA Seasoned Sales Veteran's Practical Insights: Better Than 10 Sales Training Sessions
1. When chatting with clients, salespeople should avoid excessive technical and theoretical topics; instead, focus on current news, weather, etc. Therefore, salespeople must regularly read books and magazines on economics and sales, especially daily newspapers, to stay informed about national and social news, which often serve as the best conversation starters, preventing them from appearing ignorant or shallow. 2. Regarding the four hours in the evening for salespeople: a salesperson's success largely depends on how they spend those four hours.
New DistributionSix Weapons for Product Sell-Through at the Retail Level
Many companies face a common dilemma: after successfully recruiting distributors and stocking shelves with a new product, they expect smooth sales, but suddenly find the product isn't moving at the retail level. This article explains why new products stall at the point of sale and offers six proven retail promotion tactics—free samples, market merchandising, personal selling, sweepstakes, price discounts, and premiums—as effective 'weapons' to drive sell-through and secure market success.
New DistributionThe Uncopyable Six Walnuts: A Complete Marketing Analysis
Hebei Yangyuan Zhihui, a beverage company on the verge of bankruptcy in the 1990s, turned its fortunes around after 2003 with a plant-based protein drink called "Six Walnuts." Sales skyrocketed from 3 million yuan before 2003 to around 3 billion yuan today, a nearly thousand-fold increase in a decade. The miraculous rise of Six Walnuts has sparked extensive discussion in the industry, with experts deriving various marketing topics combining empirical evidence and theory, such as "the importance of product naming" and "breaking into third- and fourth-tier markets."
New DistributionJinmailang President Fan Xianguo: Success is always difficult and demands perfection. Failure only needs one thing.
This article compiles the management philosophy of Fan Xianguo, President of Jinmailang, covering personal character, details, learning, management, marketing, talent, and quality. It emphasizes that success requires comprehensive excellence, while failure can result from a single shortcoming.
New DistributionKey Questions in Drafting the Annual Marketing Plan
The first question: When is the best time to draft the annual marketing plan? It is appropriate to start drafting in the middle of the G3 quarter of the marketing year, and finalize it by mid-G4, taking about three months. The process includes initial draft, discussion, defense, breakdown, and promotion, and by the time it is completed, it is already mid-Q4, which ensures good continuity. During the drafting period, it is recommended to hold several meetings: the first is the kickoff meeting to determine three things: the marketing policy and strategic goals for the next year, the list of drafters and their division of work, and the schedule for the drafting period.
崔自三Which Beverage Is Most Refreshing? You'll Be Shocked After Reading This...
With the National Day holiday approaching, many are planning leisure activities, but some may still be working late. This article explores the effectiveness of common energy drinks, based on netizens' experiences. The refreshing effects come from caffeine, taurine, B vitamins, and menthol, and drinks are ranked by their potency.
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