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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 181 of 196
Evergrande Spring Water: A Half-Baked Failure
As Evergrande's first foray into FMCG, Evergrande Spring Water went from a hot topic to a lukewarm, half-baked product in just over a year, losing 2.37 billion yuan in its first year. Despite ample funding, product strength, and marketing firepower, the venture failed due to pricing, inconsistent messaging, and operational missteps.
于建民Eleven Marketing Models for Manufacturer-Dealer Integration
Any successful business model must have clear role division in the industry chain to maximize value; otherwise, it is only a temporary product. This is evident from Gree's 'regional sales company' and Wahaha's joint sales system. Simply put, the manufacturer's core value lies in 'marketing', focusing on product development and brand promotion; the dealer's core value lies in 'sales', focusing on warehousing, logistics, and promotions. We have summarized eleven common manufacturer-dealer integrated marketing models in China's marketing industry.
New DistributionA Veteran of the FMCG Industry: A Decade of Experience in FMCG Operations
Every day, new products enter the market, while others die for various reasons. As the saying goes, 'Happy families are all alike; every unhappy family is unhappy in its own way.' This applies to new products: successful ones share similarities, but each failure has its own cause. After ten years in FMCG sales, I've seen many companies rise and fall, but one common thread is that launching new products is a key strategy for growth. However, before launching, we must consider the reasons for failure. Here are my insights.
New DistributionDistributors Choosing 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 shortening product life cycles, finding a suitable product from a dazzling array has become a challenge. In the liquor industry, companies come and go, and without clear criteria, many distributors find it hard to predict which company will succeed. Drawing on years of frontline experience, the author shares his views.
New DistributionThe Best Mind Map Chinese Tutorial Ever
Do you often feel your mind goes blank, thinking is slow, and thoughts are messy? Mind mapping can help us train from basic image thinking to quickly improve our thinking speed, breadth, and depth. Invented by Dr. Tony Buzan, mind mapping mimics the brain's radial structure and offers creative, inspirational, mnemonic, and clarity functions, widely used for note-taking, outlining, and creative thinking.
New DistributionFive Ways to Help Distributors with Collaborative Marketing: That's What Truly Benefits Them!
As market competition trends shift, the marketing environment has placed higher demands on manufacturers and distributors. They must adjust their positioning based on actual market needs and operate collaboratively along the marketing value chain. Only then can manufacturers build a healthy sales system, and distributors perfect a stable profit model, achieving win-win cooperation and integrated manufacturer-distributor relationships. Competition in today's marketing has escalated from competition at a single point to competition across the entire marketing value chain. Mere manufacturer-led or distributor-led behavior...
New DistributionRefining the Troops: A Discussion on Fine-Grained Management of Baijiu Sales Teams
Since the second half of 2012, against the backdrop of slowing macroeconomic growth, restrictions on alcohol consumption, quality concerns triggered by blending scandals and plasticizer incidents, and profound changes in the external business environment, the baijiu market during the 2013 Spring Festival was bleak with significantly reduced sales. After over a decade of rapid and comprehensive growth, the baijiu industry has entered a new cycle of structural adjustment, and competition among baijiu enterprises will intensify. Especially with policies limiting official consumption and banning alcohol, the group-buying channel, which relied heavily on government and business consumption, has seen a sharp decline in sales.
New DistributionMonitoring: A Knife That Destroys Sales
In February, a well-known company's marketing management department planned to install a telecom GPS positioning system on salespeople's smartphones to track their daily routes, aiming to better manage frontline staff. After confirming this with a marketing executive, the author predicted significant staff turnover. Indeed, upon returning from a business trip, the executive reported that nearly 30% of excellent employees had left, and another 30% had expressed intentions to leave. The author explained the negative impacts on trust, security, and freedom, and advised shifting from management to motivation.
New Distribution5 Promotional Tips for New Product Launches
Due to promotion difficulty and consumption habits, when distributors and consumers choose products, they first pick bestsellers and only try new products with a tentative mindset. If new product promotions are well-executed, they can quickly open the market. In a sense, promotion is a reward designed to exploit the psychology of getting a bargain, like a lottery ticket: buying gives a chance, not buying never wins. Promotion should incentivize distributors, second-tier wholesalers, and retailers to stock up, and give consumers a reason for their first purchase.
王冠群How Hard Is the Daily Chemical Industry? Even the Man Behind P&G Can't Hold It Up
As Blue Moon products are removed from shelves and P&G streamlines its focus on daily chemicals, the industry faces a cold snap. The article reveals that Yihai Kerry, the man behind P&G, also failed in its own daily chemical brand, Qinjie, due to a lack of consumer experience and outdated strategies.
纳兰醉天The Ten 'Spirits' of a Salesperson
Some say the future depends on learning ability, and I agree, but the ability to learn first requires the ability to choose. As salespeople, we need to learn, but what should we learn? The so-called knowledge is a mix of good and bad, mostly boasting cases or foreign marketing theories; there is too little good stuff. So even though many people are eager to learn, excellent marketing talents are still rare. I judge a salesperson's future by whether they possess these ten 'spirits'.
李万利Essential Marketing Reading List: From Beginner to Mastery, Reaching the Peak of Marketing!
This article provides a graded reading list for marketing professionals, from introductory to advanced levels, including classic texts like Principles of Marketing and Positioning, as well as specialized works on Chinese marketing practices and integrated marketing communications.
New DistributionThe Secret Weapon That Established Master Kong's Market Position
Twenty years ago, almost no one had heard of Master Kong; ten years ago, many had; now, everyone knows it. Since investing in mainland China in September 1988, Master Kong has achieved impressive results through over 20 years of relentless effort: its instant noodles hold the largest market share nationally, its tea beverages lead the market, its mineral water gained the top market share in 2009, and its juices ranked third nationally, with total sales reaching 50 billion RMB in 2009. The secret to these achievements lies in a comprehensive set of marketing methods, with 'channel intensive cultivation' being the most crucial.
王冠群Application of P&G's OGSM and STAR Models in FMCG Marketing Management
OGSM and STAR are two highly practical management models that were once widely promoted by the company, but over time and with personnel changes, these good tools have faded from our view, with few knowing them and even fewer using them. In recent marketing work meetings, I noticed a department manager using OGSM to describe key work in an advanced manner, with neat content and clear strategies, so this article aims to introduce the usage of these two tools in detail for the benefit of more colleagues. Today, I share this article on the internet to share with more FMCG industry friends.
New DistributionMarketing: Execution Is the Foundation, Details Are Key, and If Not Done Well, Everything Equals Zero!
A few years ago, I read the marketing summary of a regional manager for a beer brand, which struck a chord: "If the market investment were a bit larger, if there were more promotional staff, if the weather were hotter, if the organization were better arranged, we could have..." Indeed, marketing work always encounters difficulties. Unfortunately, the market does not believe in "ifs" and only cares about results. In the brutal competition, the only criteria for measuring results are: whether targets are achieved, whether promotional costs are saved, whether the product mix is optimized, and whether market share is higher. The key to marketing innovation lies in executing every detail well. Execution is the foundation, and details are the key.
丁永征Six Principles for Boosting Natural Sales
Increasing natural sales is challenging in a competitive buyer's market where consumers are rational and rivals use aggressive marketing. This article outlines six principles—product strength, sales push, channel competitiveness, effective marketing carryover, seeking competitor pressure, and brand support—to help companies achieve higher natural sales without heavy advertising.
李政权Visual Merchandising Guide: A Comprehensive Summary of Display Methods for Nearly 30 FMCG Categories
The terminal display is the final step in realizing a product's commercial value, often referred to as the 'last kick.' Effective in-store merchandising is crucial for boosting sales and leaving a lasting impression on consumers. This article compiles 30 practical display methods for various FMCG categories, including beverages, dairy, biscuits, candies, and more, offering valuable insights for retailers.
New DistributionThe '6 Transformations' Rule for New Product Promotion and Buzz Creation
In regional market marketing, whether for brand or product promotion, or for attracting distributors or initiating consumption, precision and effectiveness are key. Ineffective advertising wastes resources and undermines market support. The article outlines six principles: clear objectives, matched content, precise pathways, effect prioritization, experiential consumption, and sustained momentum.
New DistributionThe 'Post-5000 Era' of the Beer Industry: China's Big Four in a 'Painful Transition'
After 24 years of rapid growth, China's beer industry has entered a period of consolidation under the 'new normal.' In 2013, production first exceeded 50 million tons, but in 2014 it saw its first decline in 24 years. The focus has shifted from volume to profitability, marking the 'post-5000 era.'
New DistributionSix Steps for Regional Market Marketing
Regional market operations are an integral part of a company's overall marketing strategy and its concrete embodiment in execution. Based on practical experience, six steps can be taken: dividing the regional market and setting strategic goals, conducting in-depth surveys and building customer files, decomposing targets internally and assigning responsibility to individuals, positioning competitors and formulating attack and defense strategies, refining customer management and consolidating market foundation, and improving incentive measures to boost sales momentum.
徐应云Tea Beverages Continue to Decline This Year; 'Composite' Drinks Become New Trend
As consumers' health awareness rises, once-popular tea beverages are declining, with the beverage category structure shifting towards water, functional drinks, and plant-based proteins, leading to a negative growth in tea drinks. Nielsen data shows that in 2014, overall tea beverage sales (excluding milk) fell by 3.6%, partly due to cooler summer temperatures and partly due to consumption shifts between categories, indicating consumers' desire for innovative beverage products.
New DistributionToday's Focus | "Beverage Consumer Data Research Report"
This article is reposted from the Beverage Industry Network WeChat account (cn-beverage). The beverage industry is a development hotspot in China's consumer goods sector, with per capita consumption still below the world average, indicating huge market potential. AdTime has released the "Beverage Consumer Data Research Report," which provides in-depth research based on beverage target user profiles and online sales, offering actionable strategies and recommendations.
New DistributionLaunching Baijiu Products into the Market: Tear, Attack, Outflank, Guerrilla, and Sneak Attack Strategies
Launching a new baijiu product is the first step in the 'marketing Long March.' However, in the various market levels and price segments of the baijiu industry, brands and products abound. Most new product launches rely on 'spiritual victory' methods, blindly trusting brand segmentation, brand concepts, trademark associations, channel blitzes, or terminal promotions. Yet upon entering the market, they become surrounded, resulting in low survival and marketing success rates. To succeed, we must first clearly define the types and connotations of 'new products' and then employ strategic approaches such as tearing, attacking, outflanking, guerrilla tactics, and sneak attacks.
何足奇Off-Season Marketing Breakthrough: 11 Directions and 36 Tactics - Market Chapter
In the off-season, the first thing to consider is what you want in the peak season, as the future determines the present and the present determines the future. Off-season marketing is not just a sales task but a strategic issue for leadership. Based on over 10 years of experience, this article analyzes 36 tactics across 11 dimensions including market, channel, product, brand, promotion, wedding banquets, customer relations, skills, atmosphere, management, and sports. The market chapter focuses on breaking through weak markets, attacking blank markets, and consolidating strong markets.
朱志明