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 182 of 196
Regional Manager Market Practical Operation Guide
This article defines the role of a regional manager as a military leader in the marketing battlefield, emphasizing the importance of both offensive and defensive strategies. It provides practical guidance on market development and defense, drawing parallels between military tactics and marketing operations.
方刚How Nongfu Spring Achieved a Value of 13 Billion? Three Lessons You Must Learn!
Whenever I see the name Nongfu Spring, the first thing that comes to mind is its brilliant slogan 'Nongfu Spring is a bit sweet.' This slogan was introduced in a humorous TV ad set in a rural school, where a teacher gets annoyed by the sound of a student opening a bottle, but later praises the water's sweetness. The ad, which aired on CCTV from mid-April, quickly made the brand famous and was even voted the best ad slogan of 1999 by People's Daily and other media. The 'a bit sweet' concept differentiates the product by taste, implying high-quality water source, and successfully creates a memorable brand image.
New Distribution52 Sales Lessons from a Marketing Expert
A seasoned marketing professional shares 52 hard-won sales lessons covering mindset, performance, management, channel strategy, and dealer relations. The lessons emphasize that outcomes are often determined by initial attitudes, that effort must create visible value, and that success in sales hinges on understanding human psychology, effective execution, and building mutually beneficial partnerships.
New DistributionSeven-Step Method for Foodservice Channel Operations: Practical Action Breakdown under a Terminal Mindset
In the local liquor market, foodservice terminals are the mainstream sales channel for baijiu. However, disorderly competition in this channel has caused many baijiu brands to fail in restaurants. Key characteristics include: 1) A-class outlets are often monopolized or bought out by strong brands, making entry difficult; 2) Deteriorating competition with escalating fees (entry, exclusive sales, bottle-opening, promotion, and public relations) forcing prices far above product value; 3) Credit sales are required, with B and C-class outlets having poor credit, high sales costs, and high risk of bad debts. Based on these characteristics and years of marketing practice, the 'Seven-Step Method for Foodservice Terminal Operations' has been developed to launch terminal markets swiftly with sharp terminal positioning attacks.
何足奇Five Major Marketing Trends in the Soft Drink Industry in 2015!
In 2014, China's GDP reached 26.9 trillion yuan, a year-on-year increase of 7.4%. The beverage industry's sales scale was 221.8 billion yuan, up 10.72% year-on-year. What development momentum will the beverage market have in 2015? This article is sourced from China Food News.
New DistributionThe Era of Mass Consumption Ends, Ushering in the Highly Segmented 'Selective Mass' Era
In 2013, research from McKinsey, Boston Consulting Group, and Bain found that in the coming years, households with annual incomes of 100,000 to 200,000 RMB will be the fastest-growing consumer segment, with their share of households rising from 6% in 2010 to 28% by 2015, providing rapid market growth for mid-range goods. According to McKinsey, by 2010, there were about 4.67 million households with annual incomes above 200,000 RMB, accounting for 2% of all households; by 2015, this number will more than double, rising to 4%.
New DistributionPractical Strategies to Crack the FMCG Off-Season Puzzle
The off-season is an eternal pain for salespeople. If marketing methods are wrong during the off-season, even great efforts won't help. Many companies respond by giving holidays, training, or launching new products, but by deeply analyzing the specific causes and innovating appropriately, we can truly eliminate the off-season and achieve strong sales. Drawing on years of market experience and observations of excellent companies, I summarize practical methods to crack the off-season puzzle.
New DistributionFunctional Drinks: The Bull and the Bullfight
Despite ongoing challenges from brands like Dongpeng, Red Bull has maintained its dominance in the functional beverage market for 20 years. The industry continues to see fierce competition, with Red Bull's defensive strategies proving effective against various attackers.
New DistributionChina City Classification by CBN Weekly
Based on 10 indicators including 2012 GDP, per capita income, number of Fortune 500 companies, 211 universities, international flights, foreign consulates, airport throughput, and density of first-tier brands, 400 Chinese cities are reclassified into new tiers, breaking traditional administrative divisions.
New DistributionWahaha: The Problems Masked by Channel Push
This article, originally from Golden Distributor, argues that the FMCG industry often blames declining sales on changing consumer demographics, but the real issue for brands like Wahaha is a lack of product and brand value. The author, a 70s generation consumer, points out that products lack differentiation and brands lack emotional appeal, leading to weak consumer attraction and repeat purchase.
New DistributionSpecial Operations Combat Theory for Market Operators
Special operations evoke images of elite troops silently striking at enemy command centers, capable of turning the tide of battle despite their small numbers. This article applies military strategy to business competition, advocating for small and medium enterprises to focus on local advantages, use unconventional tactics, attack critical vulnerabilities, and build elite teams.
苏强7 Execution Problems and 6 Solutions for Successful New Product Launches
It is often said that countless new products are launched each year, yet 99% fail. While factors such as product positioning, pricing, margin structure, selling points, and promotional investment contribute to this high failure rate, the execution capability of the marketing team is a crucial determinant. This article explores how to ensure execution during the new product launch phase to improve the success rate, identifying seven common execution problems and six corresponding solutions.
李政权Marketing Common Sense (Compilation)
Why marketing? Don't talk to me about objectivity; demand surges, competition spans time and space; information overload, everyone is self-centered—on reflection, the only constant in marketing common sense is change. Don't talk to me about macro; don't mention BAT or Wall Street, then earn cabbage money—grand narratives don't change the world a bit; destiny belongs to grassroots heroes. Forgive me, a butcher licking blood from a knife, subjective and micro: Why marketing? Sellers create value for buyers to satisfy needs and gain returns. 1. Gain returns: profit-seeking and fame and fortune. Profit-seeking: current...
New DistributionThe Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain
The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.
杨永华Shi Yuzhu's 13 'Not-So-Simple Secrets' Behind Brain Gold's Marketing Strategy
Brain Gold (Nao Bai Jin) has achieved total sales exceeding 15 billion yuan, becoming a classic case in marketing strategy. Its success stems from a series of meticulous, multi-faceted plans that formed a systematic marketing advantage, far beyond the simple gift-giving ads. This article reveals the 13 'not-so-simple' tactics, from naming and packaging to channel management and advertising style, all driven by Shi Yuzhu's precise planning and deep understanding of Chinese consumers.
张家祎The "Seven Determinations" Break Through the Deadlock of Distributors' New Product Promotion
New product promotion often brings mixed results for distributors, with many failing due to common pitfalls such as lack of attention, action without strategy, and unsystematic execution. The "Seven Determinations" strategy—covering region, business format, outlets, targets, personnel, tactics, and plans—provides a systematic approach to significantly improve the success rate of new product launches.
唐道明China's Food Industry Faces Its Toughest Moment in 30 Years
China's food safety situation has imposed a huge cost on the food industry, as noted by Meng Suhe, president of the Chinese Institute of Food Science and Technology, at the 2015 International Food Safety Conference on April 22. This is reflected not only in the 'domestic demand mutation' of Chinese people buying milk powder globally, but also in the 'loss of position' of Chinese food in the global market. Some companies report that high-quality Chinese pepper products must be labeled as Indian to be exported. The global competitiveness of China's food industry is thus evident. Meng Suhe stated that it was from 2008 that China's food industry truly began its self-repair process, or was forced to do so.
New DistributionExcel Tips Collection: Kneel and Catch It!
In English, 'Excel' means 'to be superior or skilled at something.' As software, Microsoft's Excel spreadsheet program is a powerful tool for many 'table brothers' and 'table sisters.' What hidden skills in Excel make you wish you'd known them sooner, so much so that you'd immediately offer your knees? Come and learn with the editor to boost your knowledge.
未央之末Three Major Trends in the Future of the Snack Food Industry
The domestic snack food market is improving its overall food system, with total industry output rising annually and sales maintaining a stable growth of nearly 30%, while the compound annual growth rate of industry sales revenue exceeds 20%. Regionally, first-tier large and medium-sized cities have become the main battlefield for snack foods, but the industry is far from saturation, and with state support for western and urban-rural development, the gap between east and west is narrowing, and consumption levels in second- and third-tier cities are rising. The industry is expected to continue its prosperous development, with three major trends emerging: scarcity of raw materials in product development, composite and value-added brand appeals, and high-quality enjoyment-oriented consumer demand.
邹凌远FMCG Marketers: Don't Let Your Guard Down Even in Peak Sales Season
During peak season, market demand surges, and companies place great emphasis on sales growth and market share capture. Many salespeople rely heavily on this period to achieve their annual sales targets and profit growth, making it a critical time for demonstrating their value. Xiao Zhang, a veteran salesperson for a well-known beverage brand, had served distributors in the local market for three years and knew the market well. As summer approached, signaling the peak season, he breathed a sigh of relief, thinking he wouldn't need to push distributors to place orders or worry about meeting targets. However, his complacency led to missed opportunities and a decline in market share.
刘雷17 Laws of Marketing: A Classic Among Classics!
This article outlines 17 fundamental laws of marketing, emphasizing the importance of perspective-taking, focus, reasons, balance, human nature, testing, experience, testimonials, cycles, value, guarantees, gifts, discounts, impressions, mindset, closing, and gathering people. Each law provides actionable steps and examples to help marketers improve their strategies and achieve better results.
New DistributionHow Distributors Can Win the Battle for New Products
New products generally carry high risks and costs, making their promotion and sales challenging compared to established products. However, distributors often must vigorously promote new products due to manufacturer mandates and the potential for establishing market position and profitability. This article likens new product promotion to a military campaign, dividing it into three phases: reconnaissance, assault, and defense.
张帆Terminal Marketing Strategy: Practical Operations
Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics.
张继明How Marketers Should Grasp Distributor Interests
Before discussing distributor interests, the author presents two basic viewpoints: the interest-driven nature of all commercial activities, and the human tendency toward greed, where wealthier individuals are often more avaricious. Under these premises, analyzing distributor interests becomes easier. To solve problems, one must first analyze them, and before analyzing distributor interests, it's essential to understand the types of interests from multiple angles. As mentioned in a previous article, interests can be broadly categorized into two types: gaining something positive and avoiding loss. For example, when marketing chewing gum, emphasizing that it prevents cavities or bad breath is more effective than just saying it freshens breath. Psychological research shows that people change only when faced with pain or pressure, and the motivation to avoid pain is four times stronger than the pursuit of pleasure. Therefore, discussing negative aspects with distributors may pique their interest more. In marketing, we often describe interests in terms of direct and extended benefits, or direct and extended losses.
黄会斌