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.
Related research and analysis
4701 articles · Page 180 of 196
The Secret Manual for Marketing Veterans to Cultivate Their Skills
Marketing is not mysterious; it is a technical skill composed of various sub-modules. By learning systematically and using the 'Absorbing Star Technique'—taking notes, keeping work diaries, organizing files, and maintaining a categorized system—marketers can efficiently progress from novice to expert.
魏庆How Can Second-Tier New Products Succeed in a New Market?
A second-tier new product, Brand C, was previously a strong regional brand, but when expanding nationally, it faced challenges in finding suitable distributors and salespeople. Through innovative tactics like targeting internet cafes and schools, offering gifts instead of discounts, and segmenting the market, the brand managed to survive and thrive in a new city.
张东立Two Red Bulls? A Remake of the JDB and Wanglaoji Story?
The article explores the differences between Austrian Red Bull and Chinese Red Bull, including their origins, formulas, and marketing strategies, and questions why Chinese Red Bull's second-generation product closely resembles Austrian Red Bull's packaging.
New DistributionWhy Do Distributors Abandon Your Brand?
Channel building is a crucial marketing aspect for any enterprise, with many companies busy expanding and maintaining it all year round. Despite this, many distributors still leave each year—why do they abandon your brand? There must be reasons worth analyzing, reflecting on, and improving comprehensively to better 'fight side by side' with regional distributors and jointly expand the brand's territory, reaping the fruits of victory.
沈海中Market Breakthrough: Speed Is Essential!
From a cost perspective, a rapid market breakthrough is the lowest-cost marketing approach. Just as boiling water with a fierce flame in ten minutes saves more energy than simmering it over a low flame for a day, a fast market breakthrough is the most cost-effective marketing strategy. Therefore, to launch a market, you need not only sufficient investment but also the ability to concentrate resources for a quick breakthrough. Some companies are reluctant or lack confidence to invest, constantly 'testing' with small amounts of resources, resulting in wasted money and poor results. Marketing is about creating momentum; once you find an effective model, you must dare to invest heavily in a short time, which is the most effective way to quickly launch a market.
王同8 Mistakes That Will Doom You as a New Salesperson
Marketing is a challenging industry with low entry barriers, but it is not easy to succeed. If you are considering a career in sales, be aware of eight common mistakes that can lead to failure, such as blindly following the 'barrel theory,' treating sales as a last resort, and lacking long-term goals.
杨毅Attention Beverage Makers: Tired of the Brutal Red Ocean? Minor Differentiation Is No Longer Enough—Check Out This Groundbreaking New Beverage Category! | Promotion
This article introduces Shanlong DHA Brain Gold beverage, a pioneering product in a new category that combines DHA, zinc, and iron for brain and body development in adolescents. It highlights the product's unique dragon-claw bottle design and sporty cap, and argues that its distinct functional and visual differentiation, coupled with a huge market of 210 million students, positions it for explosive growth, making it an ideal opportunity for distributors.
竹天Analysis of the Development Status of China's Beer Industry in 2015
Amid significant changes in the market environment and consumer mindsets, the beer industry has entered a new phase focused on competing for high-end products, strengthening internal capabilities, and building brands. Although China is already a major beer producer, it has not yet reached the level of a beer powerhouse. To achieve the qualitative transformation from a major producer to a strong player, it is necessary to seriously address a series of unreasonable phenomena and problems in the current beer industry. Furthermore, due to long-term aggressive mergers and acquisitions, large-scale redundant construction, and capacity expansion, the industry has intensified disorderly market competition, with monopolistic behaviors such as market domination becoming increasingly prevalent.
New DistributionNielsen's Global Health & Wellness Report: Opportunities for the Beverage Industry!
According to Nielsen's recent Global Health & Wellness Report, the anti-obesity and health-conscious trend is increasingly valued by Chinese consumers, who are changing their food consumption habits and willing to pay a premium for foods with health attributes or concepts. For manufacturers, huge opportunities are brewing in the Chinese market. Obesity is no longer a 'disease of affluence' exclusive to developed countries; the report shows that 62% of the world's obese population comes from developing countries, and this proportion is still rising. Meanwhile, 44% of Chinese consumers (49% globally) believe they are overweight, and they have realized the importance of staying away from obesity and maintaining health, actively working to change their status.
尼尔森Methods to Increase Beverage Sales in County-Level Markets
Recently, many peers have asked me the same question: how to boost beverage sales in local (county-level) markets. This is a representative issue in the industry, so I will share my experience and methods for increasing sales in county-level markets. Any national beverage brand grows from a regional one; only by succeeding regionally can it go national, except for Evergrande Spring. The most representative regional market is the county-level market, and this article analyzes five key aspects: enthusiasm, coverage, display, willingness to buy, and buying more.
胡伟Read Only These 9 Books in 2015
The greatest benefit of reading biographies is that they integrate brands with people, methodology with practice. By this standard, the highly acclaimed "Steve Jobs" is already well-known; beyond that, you might start with Richard Branson's "Screw It, Let's Do It" or Howard Schultz's "Pour Your Heart Into It." Compared to the latter, the former appears more sincere and more "self-media." What Virgin teaches us is a brand personality that is consistent inside and out: seemingly cynical and challenging tradition, yet actually bold, meticulous, and full of entertainment spirit, committed to viewing brand value through the "lifelong relationship" between brand and user.
王宇If You Mention These Eighteen Problems Again, Get Out Now!
Salespeople often make excuses for poor performance, such as product issues, market conditions, or lack of support. To succeed, they must avoid common mistakes like lack of confidence, poor preparation, and not building relationships.
New DistributionProvincial Marketing Manager: Practical Training Methods for Marketing Combat
This article provides a comprehensive guide for provincial marketing managers on how to excel in their roles by mastering four key practices: finding methods, grasping the main line, focusing on the big picture, and controlling time. It emphasizes the importance of understanding the company's strategic direction, identifying core issues, and managing time effectively to achieve performance goals.
乔运昌The Survival Handbook for Marketing Professionals
This article provides a comprehensive survival guide for marketing professionals, covering laws of survival, performance, promotion, and success, along with practical advice on writing reports, plans, summaries, and research reports, and managing emotions and health.
刘春雄Regional Marketing Manager: How to Be a Qualified "Leading Brother"
A friend recently mentioned an interview question at a well-known company: how to control your subordinates' work. This sparked my thoughts on personnel management and team building for regional marketing managers. In deep marketing mode, personnel management is a key part of regional marketing management, and its effectiveness directly impacts execution. Management is often a weak point for many companies, and personnel management is no exception.
文庭林This Is How You Fight Regional Marketing Wars!
Victory in any regional marketing war requires not only clear market positioning and rational market layout, but also precise and unique offensive strategies and methods for the regional market; otherwise, the war or campaign will fall into a seesaw war of attrition. To capture a city, the smartest approach is to focus forces on breaching a gap; to capture a market, you must likewise find the breakthrough point or mature opportunity point and achieve a single-point breakthrough. Below, we examine the three most common strategies and methods for regional market offensives in marketing wars, with emphasis on flanking attacks, as they are the most innovative form of attack in all marketing wars.
New DistributionDog Days Are Here: Have You Got the Secret to Developing Special Channels for Beverages?
The fierce competition in the beverage market is driving more companies to seek and develop new channels. As a key channel in the beverage industry, special channels (特通) have gained attention and pursuit from beverage companies due to their sales volume and brand promotion effectiveness. With the dog days upon us, have you obtained the secret to developing special channels for beverages?
糖烟酒周刊食品版You Chase Your 'Sensational Marketing', I'll Do My Execution
This article is reprinted from the WeChat public account '纳兰醉天'. When sensational marketing replaces real marketing and chasing hot topics becomes the trend, how many companies can stick to their own principles? On July 15, the term 'sensational marketing' went viral, referring to the marketing frenzy triggered by the Uniqlo fitting room scandal. The author criticizes this trend and shares insights from his eight years at JDB in Henan, emphasizing the importance of execution and authenticity over chasing trends.
纳兰醉天Data Decodes the Summer Beverage Advertising Battle
As summer temperatures rise, the beverage industry's annual advertising push begins. As a mature FMCG segment, innovation and growth space is limited, yet each summer brings creative marketing. Hard ad spending trends show seasonal peaks from April, concentrated in May-July, led by drinks and coffee/tea/water categories.
New Distribution22 Rules for Marketers Dealing with Their Wives (or Girlfriends)
Almost every marketer's wife (or girlfriend) hopes her husband (or boyfriend) can achieve the ideal of 'high pay, little work, close to home, sleep until naturally waking, high position with heavy power but light responsibility, and counting money until hand cramps.' But in today's increasingly difficult business environment and fierce competition, this is somewhat wishful thinking for most marketers. If the 'good wife' can understand, that's best, but if not... alas! In view of this, to promote a stable and harmonious life philosophy, reflect the spirit of the times, and improve the life satisfaction index of marketers' wives (or girlfriends), the following 'rules' are formulated based on years of personal experience and reference to many 'scholars' both at home and abroad, for all marketers to reference.
周胜Still No Ideas for Brand Marketing? Maybe You Should Read These Five Books
Whether you're interested in joining the marketing industry, boosting your current marketing career, seeking opportunities for self-recommendation, or exploring the emotional neuroscience behind consumer purchasing decisions, keeping these five books at hand will surely inspire you. After browsing dozens of valuable marketing and PR books over the years, here are five that left a deep impression and greatly aided my own marketing thinking.
New DistributionThe Eight-Step Guide to Special Price Promotions
Special price promotions are one of the most direct and effective ways to stimulate consumers at the point of sale. However, they can be a double-edged sword, benefiting some businesses while harming others. This article outlines eight key aspects of planning and executing successful special price promotions, including market timing, forms, side effects, suitable products, operational techniques, precautions, specific implementation, and strategies to counter competitors' promotions.
张汉文Against Niulanshan's 30 Million Cases, Is This Bold Bare-Bottle Liquor Credible?
Niulanshan Erguotou (Niuer for short) has grown for years, expected to exceed 20 million cases (nearly 300 million bottles) in 2015 at a mainstream price of 13 yuan. Despite no advertising and relying mainly on density distribution, Niuer remains dominant. However, a new Erguotou brand called Yidanliang has emerged, causing a stir and strongly impacting Niuer in regional markets like Hebei and Henan.
郭辉Trend: The Internet Will Use Dimensional Reduction to Completely Overturn the FMCG Channels of Pre-packaged Food and Beverages!
Pre-packaged food and beverages are currently one of the least impacted sectors by e-commerce among various consumer goods in China, with online FMCG sales accounting for only 3.3% of total FMCG consumption in 2014, and nearly 59% of that coming from maternal, infant, milk powder, and daily chemical skincare products. However, while the entire FMCG industry grew only 0.1% in 2014, online sales surged 34%, indicating that the internet's impact on traditional industries persists, though perhaps not as visibly as in other sectors.
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