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 178 of 196
Business Is Tough This Year: Consider These Issues Before Taking on New Products
The market environment is more challenging than a few years ago, with declining per-product profits, prompting distributors to constantly introduce new products, yet their survival rate is decreasing. Many distributors fall into a cycle of 'find, lose, find again,' wasting resources. To improve new product survival rates, this article analyzes common issues to consider before introducing new products, such as selecting products based on basic profit models, ensuring sufficient resources, planning exit strategies, and evaluating manufacturers' sample markets.
New DistributionSuccessful People Share One Trait: The Courage to Do Things Others Look Down On
Your success is forced out of you, and people as successful as you share one common trait: the courage to do things others look down on. Managers should understand, "Get the right people on the bus, let them sit in their proper seats, get the wrong people off the bus, and then decide where to drive the bus." Always trust your instincts, don't make investments that don't meet your standards, tailor standards to your own situation, sometimes you'll gain weight, because entrepreneurship and investment have many unpredictables, to boil water to 100 degrees you need to prepare firewood for 150 degrees, investment is like going to battle, to eliminate 10 enemies you need at least 11 bullets, how can you hit the bull's eye every time?
王如昌Eight Distribution Behaviors That Quickly Kill New Products!
In the process of introducing a product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key factors determining the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, highlighting eight common mistakes that lead to failure and six ideal outcomes.
New DistributionChoosing New Products: Which Cloud Will Bring Rain?
For most distributors, selecting a good product is as difficult as choosing a good son-in-law. With intensifying competition and shorter product life cycles, how to pick a suitable product from a dazzling array has become a challenge. The author shares insights from years of frontline experience.
丁永征A Look at the Most Comprehensive List of Tall, Rich, and Handsome Men, Come and Take Them Away! | Recommendation
The term 'tall, rich, and handsome' originated online to describe those with good looks, wealth, and height. This article explores examples of such individuals across various fields, including sports, entertainment, animation, and even the juice industry, highlighting their success and appeal.
New DistributionTactical Application Analysis for New Products
The FMCG industry is characterized by high volume, fast turnover, broad consumer base, and high homogeneity. Success hinges on forming habitual consumption. In blind brand awareness tests, 75% of consumers can only recall the top three brands, indicating that the top three can dominate the market. For weak brands, the key to launching new products is case management—creating successful case markets, replicating them, and using them to overcome competitive disadvantages.
New DistributionFMCG Professionals, Brace Yourselves: Another Wave of Layoffs Is Coming
Yesterday, someone told me that if I worked at a foreign company, I would have been purged for writing freely on WeChat, as individuals represent their companies. Fortunately, I don't work for one, so I clarify that my writings don't represent any corporate stance. Recently, Alibaba reduced its campus recruitment from 3,000 to 400, sparking talk of an internet winter, but the FMCG industry is facing a real cold snap. This year, I've exposed Blue Moon's disguised layoffs and Want Want's restructuring, but more layoffs are coming, leaving many wondering what's happening in the FMCG circle.
老纳Yili's Internet Thinking Lets Consumers Touch 'Intelligent Quality Milk'
On September 8, Yili Group, a global top 10 dairy company, and Baidu, the world's largest Chinese media platform, reached a strategic agreement. As leaders in their respective industries, Baidu and Yili have both driven development and innovation in their marketing fields. The cooperation strategy was announced at Baidu's annual event, the Baidu Conference, aiming to jointly promote the panoramic and intelligent development of the global dairy industry chain with internet thinking. Consumer interaction models will also be fully upgraded, allowing consumers to touch 'intelligent quality milk' through the internet. It is reported that this project and its latest technologies mark Baidu's first and only cooperation with an FMCG and dairy brand.
New DistributionBuild a Model Market! Model Market! Model Market! Important Things Said Three Times!
A model market serves as an example, and the power of example is infinite. In marketing, building a model market and then replicating it as a standard to expand market share is a common method. Since FMCG marketing emphasizes process control and terminal service, which increases management difficulty, the model market approach is particularly effective. Mr. Huang Erpin, based on years of practical experience, explains the construction of model markets in FMCG marketing from five aspects.
New DistributionHugo Chan: Sharing Marketing Insights
Hugo Chan, Managing Partner of WE Digital and author of 'Social Marketing' and 'Marketing for Everyone', shares 21 marketing insights, emphasizing the importance of building relationships with consumers, using social media effectively, and avoiding common pitfalls in social marketing.
陈亮途HugoIsolation Tactics in Marketing: Learn to Grow Mushrooms in Enemy-Occupied Territory
Isolation tactics aim to concentrate superior forces to fight a war of annihilation, with core actions including surprise, isolation, severing nerves, and closing the door to beat the dog, thereby breaking into the market. Once the door is closed, one must be confident of capturing and winning. "Isolation" means closing the door to beat the dog. New markets are hard to crack! Isolation tactics involve concentrating superior resources for distribution and promotion in markets dominated by competitors, isolating their personnel and products from terminals and consumers, then tightening the market pocket in a certain area and time to close the door and beat the dog, achieving a rapid shift in power.
New DistributionFood and Beverage Has Become a Key Battlefield for E-commerce, with a Compound Annual Growth Rate of Over 34%
From 13%-14% in Q1 2012 to 4.3% in Q1 2015, the growth rate of China's FMCG market has slowed significantly. According to Kantar Worldpanel, the compound annual growth rate of food and beverage e-commerce sales is over 34%, making food and beverage a key battlefield for e-commerce development. Based on Kantar Worldpanel's monitoring of over 100 sub-categories of food and beverage sold online, in the past year or so, although the market share of food and beverage in e-commerce is only 3.3%, the compound annual growth rate has exceeded 34%...
New DistributionTen Tricks of Field Market Research: Each One Effective
The sole purpose of market research is to obtain first-hand, truthful information. While easy to say, it is difficult to do. Industry insiders have all experienced field research: sneaking like thieves, enduring disdain; disguising like spies, racking their brains; being hunted like rats, cowering. Notebooks thrown into drains, cameras confiscated, film exposed in public, and even being invited to police stations for 'talks'—the list goes on. This is the challenge we face.
薛宝峰Analysis of China's Lactic Acid Bacteria Market in 2015: 9-Fold Growth in 8 Years!
Lactic acid bacteria are probiotics found in the human body, named for their ability to ferment carbohydrates into lactic acid. They aid digestion and intestinal health, often added to yogurt. Over the past 8 years, China's yogurt and lactic acid bacteria beverage markets have grown rapidly, with annual sales growth rates of 19% and 37% respectively. In 2013, the lactic acid bacteria market exceeded 5.7 billion yuan, a 9-fold increase from 2006.
New DistributionSalespeople, Why Don't You Earn Respect from Your Clients?
Recently, the author chatted with several frontline salespeople who complained that clients (i.e., distributors) don't respect them, and some even get scolded by clients. Despite being sent by the company to manage clients, they end up being managed by them, making their work difficult, with high pressure, poor performance, and no status or dignity in front of clients, leading some to consider changing jobs. The author believes this phenomenon stems from several reasons: 1) Salespeople's own low business capability, 2) Clients' poor quality and communication skills, 3) Clients' distrust of salespeople and preference for reporting to higher-level managers, 4) Regional managers' failure to delegate authority, and 5) The company's lack of respect for frontline salespeople.
New DistributionSelecting a Marketing Tactic
Teacher Wei Qing will launch the industry's first live video training on the WeChat public platform on September 10. This platform is honored to be one of the first to broadcast. For friends who want to improve their sales skills but cannot spare time for on-site training, don't miss this learning opportunity. Details are at the bottom of this article. After determining marketing objectives, the next step in bottom-up marketing is to select a competitive tactic and develop it into a strategy. Keep several principles in mind when selecting a tactic: 1. ...
New DistributionFirst Case Filed Under New Advertising Law Featuring Chen Baoguo; Personal WeChat Reposts Also Liable
The newly revised Advertising Law of the People's Republic of China, effective from yesterday, has shaken the advertising industry with its strictest-ever penalties. Businesses have been pulling ads overnight and copywriters are scrambling to revise content, as extreme superlatives are banned, prompting some to use phrases like 'so good it violates the advertising law,' which authorities say may also be illegal if used in ads.
New DistributionNissin Japan: Crafting a Bowl of Instant Noodles with Serious Attitude
This article explores Nissin's brand philosophy through its advertising and product strategy, highlighting how the company treats instant noodles as individual entities with unique names and personalities, and uses creative marketing campaigns to convey a message of living passionately.
New Distribution2015 Beer Industry Decline Is a Foregone Conclusion: Mid-Year Performance Review of the Top Five Giants
With the release of Tsingtao Brewery's financial report, the mid-year results of all major beer industry giants have been published. According to data from the National Bureau of Statistics, domestic beer production in the first half of this year reached 24.57 million kiloliters, a year-on-year decrease of 6.2%. This article compiles the financial reports of the major giants and relevant NBS data for comparison.
New DistributionUnderstanding the Difference Between Promotion and Marketing
This article clarifies the distinction between marketing and promotion, emphasizing that promotion is only a short-term stimulative tool within the broader scope of marketing. It advises against using price promotions during off-seasons, suggests focusing on product and brand marketing instead, and recommends leveraging social hotspots to create opportunities.
New DistributionAnalysis of Kerry Oils & Grains' Huge Success in the Chinese Market
Kerry Oils & Grains has achieved remarkable success in China's packaged edible oil market through keen market foresight, correct marketing strategies, and fulfillment of corporate social responsibility. Its flagship brand, Arawana, has held the top position for over a decade, with market share exceeding the sum of the second to tenth brands combined.
New DistributionLuo Yonghao's Job Application Letter from Years Ago: Being Awesome Is a Habit
Lao Luo, who always talks about ideals, has faced many setbacks and failures in his career, drifting between career changes, yet this did not stop him from becoming an excellent teacher and entrepreneur. Here is his job application letter, shared for those who are hesitating.
New DistributionA Conscientious Enterprise Rescues the Market: Master Kong Takes a Stake in Wanglaoji
Master Kong is about to take a stake in Wanglaoji, which is good news for both parties. Why Master Kong? Why is Wanglaoji selling now? What changes will the beverage market see? Is this a conspiracy or an open scheme? Listen to Laona's analysis.
老纳Liby: What Makes It Stand Out?
In 1997, a humorous ad featuring Chen Peisi promising to buy 'non-hand-hurting Liby dishwashing liquid' for his wife made Liby a household name across China, marking the brand's early success with平民化 positioning and product differentiation. Today, Liby's achievements, including top market share in dishwashing liquid and second in laundry powder, stem from strategic market entry, robust channel management, and timely marketing campaigns.
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