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 177 of 196
Three Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all policies related to management, regulation, incentives, penalties, payment collection, and other profit-driven measures—such as advertising, promotions, and systems—can be categorized under "channel policies." Given the broad nature of channel policies, the author focuses on the distortions in trade promotion policies for weak brands and their prevention. For weak brands, increasing product distribution reach and depth is a key marketing priority, with relatively generous trade margins and additional promotional benefits serving as important tools to counter strong brands and direct competitors.
李政权Six Secrets of Yanghe Blue Classic's Fine Management of Group Purchase Channels
Yanghe Blue Classic has sparked a blue whirlwind in the liquor industry, drawing attention from all quarters. The secret to its success lies in a model encompassing five aspects: differentiated products, unified national communication, core terminal breakthroughs, group purchase to activate core consumers, and full involvement of manufacturer's sales staff in terminal management. The efficient execution of public relations group purchase strategies is the differentiated competitive means for Yanghe Blue Classic to break into the market. Secret 1: Developing socially resourceful clients as the top priority for group purchase.
远景咨询团队Reading with Internet Thinking: You Don't Need to Read 100 Books a Year, Just Try Thematic Reading
After attending a training session for middle and senior managers, where a lecturer from Peking University's XX Positioning Center recommended the book 'Positioning,' the author decided to use thematic reading to learn about the topic. The process involves confirming a theme, collecting a book list, scanning books quickly, identifying key chapters, creating mind maps, and sharing findings. This method is efficient for gaining comprehensive knowledge in a new field.
彭小六“Tricked” Without Negotiation: An Overview of Manufacturers' “Trickery”
In casual chats with distributors, one often hears that business is getting harder. The days when distributors could act like “bosses” in front of manufacturers are long gone. When selecting brands and products, they must keep their eyes wide open, or they may end up wasting time and money, like “losing both the wife and the army.” Nevertheless, many distributors, who became wealthy in the 1980s and 1990s through courage and opportunity, still cling to past glories in the 21st century. When dealing with manufacturers armed with new ideas, they often react passively, and some even fall into traps set by unscrupulous manufacturers (especially in the liquor industry, where new brands and tricksters abound each year), ending up like ST stocks with little hope of recovery. To help more distributors avoid these pitfalls, the author analyzes various manufacturers' tricks for reference.
唐江华In-Depth Analysis: From Marketing to Distribution, How Wrigley's Doublemint Sold 100 Million Boxes of a Single Product?
In the spring of 1891, William Wrigley Jr., founder of Wrigley, came to Chicago to do business. He gave away two sticks of gum with each can of baking soda, and found gum was very popular. So he commissioned the Zeno Manufacturing Company in Chicago to produce gum, and bought the factory in 1911. From 1914, Wrigley products entered China from factories in Chicago and Australia. During World War II, Wrigley gum became a military supply for the U.S. armed forces, temporarily leaving the civilian market and also leaving mainland China. It was not until 1981 that Wrigley cooperated with China National Cereals, Oils and Foodstuffs Import and Export Corporation to supply 'foreign-related places' and Friendship Stores in Beijing, Shanghai, Guangzhou, Dalian and Xiamen, marking the beginning of Wrigley's 'return' to the Chinese market.
钱丽娜Red Bull's Dominance Proven Unshakeable! Followers Still Have Much to Learn!
Market data shows that Qili, launched by Wahaha in 2012 with high hopes, has underperformed, with sales and reputation falling short of industry expectations. Other energy drinks like Lehu from Daliyuan and Dongpeng Te Yin from Dongpeng Industrial have also struggled. Meanwhile, Red Bull remains the undisputed leader with over 70% market share. Why have these followers failed, and how long will Red Bull's reign last?
食经济Price Unchanged, Packaging Upgraded: Can Wahaha's Crystal Bottle Reverse Sales Decline?
Wahaha has finally begun to change its packaging, launching newly designed products in the golden autumn after over a year of market research and design improvements. The new packaging has received overwhelmingly positive online reviews for its fashionable look and comfortable feel, with the bottle appearing crystal clear and premium under sunlight. In recent years, the rise of Kangshifu and Nongfu Spring has impacted Wahaha, despite its strong presence in second- and third-tier markets, as competitors like Kangshifu, Nongfu Spring, Yibao, and Baisuishan have captured significant market share.
陈海超Three Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all management, regulation, incentive, penalty, payment collection, and other profit-driven policies related to advertising, promotion, and systems can be categorized under 'channel policy.' Given the broad concept of channel policy and the aim to be substantive, the author focuses on the distortion of trade promotion policies for weak brands and preventive measures. For weak brands, increasing product distribution reach and depth is a marketing priority, with relatively generous trade margins and additional promotional benefits serving as key tools against strong brands and direct competitors.
李政权Ambient Lactic Acid Bacteria Beverages: Where to Go After the Hype
Since 2013, the domestic ambient lactic acid bacteria beverage market has experienced explosive growth, with numerous small and medium-sized manufacturers quickly entering the market. Nielsen data shows that in 2014, there were as many as 79 brands in this category, leading to intense competition and frequent price wars, signaling an imminent industry shakeout. The question is whether this sector will become the next 'old yogurt' and how companies should respond.
林靖How to Write a Reasonable Annual Marketing Plan?
The first question: When is the best time to write an annual marketing plan? It is appropriate to start writing in the middle of G3 quarter of the marketing year, and finalize the annual plan by mid-G4, which takes about three months. The process includes draft, discussion, defense, decomposition, and promotion, and it is better to complete it by mid-Q4 for good continuity. During the planning period, several meetings are recommended: the first is the kickoff meeting to determine the marketing policy, strategic goals, team assignments, and timeline; the second is the argumentation meeting for cross-departmental coordination; the third is the defense meeting with senior management; and the fourth is the promotion kickoff meeting to ensure execution.
崔自三How Laocunzhang Achieved 6 Billion in Sales with a Bare-Bones Bottle of Baijiu
Laocunzhang, another industry anomaly in the era of mass-market liquor besides Niulanshan, is not a listed company, making it less likely to be noticed and exploited by the keen-eyed capital market early on. Its selling price is even lower than Niulanshan, and it is regarded as an un-copyable outlier by most mainstream enterprises in this industry that pay taxes in a standardized manner. However, after multiple verifications, Weijiu speculates that its actual sales might be astronomical. Considering factors such as reasonable avoidance of low-end liquor tax burdens, authorized remote bottling, and sales discounts, several industry experts speculate that actual shipment sales might be close to 6 billion yuan, a figure not confirmed by the manufacturer.
New DistributionTwenty-One Business Rules for Wine Marketing
There is no shortcut to success; the key is to take the right path and avoid detours. Success has no fixed formula, and the method lies in your heart. Wang Dehui, with years of experience in wine marketing, shares some insights—if you resonate, take them to heart; if not, learn from them. Business does not cling to the past, and adjustments should be made without sentimentality.
王德惠Eight Ways New Products Die
New products are crucial for companies, but most fail, wasting resources and even leading to corporate decline. This article analyzes eight common mistakes in new product launches, from imitation and overpricing to poor coordination and channel mismanagement, offering insights to avoid these pitfalls.
王同Marketing Jargon Compendium (Collector's Edition)
This article is a comprehensive glossary of marketing and retail terminology, covering channels, promotions, product concepts, and market strategies, with detailed definitions and examples.
New DistributionWill Apple Cider Vinegar Become the Biggest Winner in the Beverage Category in the Next Decade?
The beverage industry has experienced unprecedented growth through carbonated drinks, purified water, tea drinks, juices, and functional beverages. However, after 2008, leading companies like Wahaha and Master Kong saw consecutive declines in performance, leading to industry-wide confusion. This article analyzes the root causes, including channel changes and economic factors, and argues that apple cider vinegar, with its unique taste and health benefits, is poised for explosive growth in the next decade.
余华卫21 Consumer Promotion Tactics! Save Now
Consumer promotions are essential for accelerating product sell-through and driving market success. This article outlines 21 common consumer promotion formats, including free samples, coupons, new media engagement, discounts, buy-one-get-one offers, in-pack prizes, loyalty points, sweepstakes, and more, providing practical examples and implementation tips.
真知社团队Analysis of Basic Characteristics of Chinese Rural Consumer Behavior
Due to various reasons, rural residents, who account for two-thirds of China's population, consume only one-third of the country's consumer goods. In recent years, rising rural incomes and improved consumption environments have warmed up the rural consumer market, attracting domestic and foreign enterprises. However, due to the dual economic structure, rural consumers differ greatly from urban consumers, and urban marketers must understand these differences to succeed.
阳翼What to Do When Beverages Enter the Off-Season: 6 Strategies to Keep Sales Strong
As autumn arrives, beverages and other FMCG products are about to enter the off-season. This article provides six key strategies for sales personnel to maintain sales momentum during this period, including shifting mindsets, integrating product lines, expanding channels, strengthening customer relationships, conducting training, and enforcing market assessments.
崔自三Using Courtship Experience for Marketing and Gaming Experience for Team Management
A few days ago, I had coffee with an entrepreneur who adheres to the 'Three Refusals' principle—refusing interviews, research, and visits. In just four years, he has captured about 60% of a niche female consumer market, achieving a 60:40 sales split between online and offline channels, both profitable. His marketing insights come from courtship, and his team management from gaming, proving that business is ultimately about human nature.
李天田The Mystery of Consumer Purchasing
Why do consumers buy your product? This pure theoretical analysis explores the relationship between cognition, demand, and marketing, emphasizing that cognition is the premise of demand, and demand is the origin of marketing. It discusses how to find the biggest demand point from cognition, and how marketing can expand minority needs to majority needs and transform weak needs into strong ones.
陈海超Promotion | A Warm Story of Women: A Wealth Tale About Women
The first innovative product in China for womb warming and waist protection, a national patent product designed for menstrual periods, one a day easily relieves 7 major menstrual discomforts. During the product testing phase in December 2014, it attracted 67,000 consumers; in March 2015, offline terminal recommendation purchase rate reached 26.4%, repurchase rate 44%; in May, it officially appeared at an exhibition, attracting great interest from over 300 domestic and 17 overseas merchants; Shenzhen TV's golden program "First Scene" featured a special report on Xin Gui Mi Warm Menstrual Belt; within just 2 months, 18 provinces and cities across the country signed regional market agency agreements; a warm story about women's "periods" is unfolding...
心闺蜜暖经巾Southern Black Sesame Enters Beverage Sector: Triumphant Return or a One-Way Trip?
After nearly 30 years in the black sesame paste market, Southern Black Sesame Group is venturing into the highly competitive plant-based beverage sector. Despite the low margins and intense competition, the company believes that entering this 'ocean' is necessary for long-term growth, as the paste category alone cannot sustain its performance.
陆琨倩Four Marketing Strategies for Rapid Growth in Mature Markets: Seek Opportunities Around Problems, Deep-Dive into the Market
When salespeople fail to meet targets, they often blame the company. However, every enterprise and market has issues; the mission of marketing personnel is to achieve sales goals despite these problems. Therefore, they must look beyond problems to find opportunities, which are the key to reaching targets. This article outlines four strategies: exploiting competitors' weaknesses, optimizing product mix, expanding channel coverage, and enhancing team management.
New DistributionSeizing the Peak Season Market to Drive Annual Sales
The fourth quarter is undoubtedly a harvest season for food distributors, and the sales peak is the most anticipated time for trading companies, much like farmers longing for autumn. To maximize profits during this period, companies must strategize to boost sales volume. However, success doesn't come without effort; achieving a bountiful peak season requires meticulous preparation and execution across planning, team motivation, credit management, communication, and more.
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