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 19 of 196
The Three Souls of Scenario Marketing: Jobs-to-be-Done, Solutions, and UGC
From March 17 to 19, the 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference, themed 'New Order · Symbiosis', grandly opened in Chengdu. Mr. Kong Shou, founder of Bukongtan Brand Consulting and dean of the Scenario Marketing Research Institute, delivered a keynote speech titled 'The Three Souls of Scenario Marketing'. The following is an edited excerpt of his speech, organized for readers. The three souls are jobs-to-be-done, solutions, and UGC.
空手When Bottled Water Enters the Era of Grading, Why Has Kunlun Mountain Mineral Water Become the First Choice for Healthy Drinking?
A distributor in East China lamented, 'Selling water is a good business, but choosing the right water is the real skill!' This reflects the current dilemma in the bottled water market. Consumers are often confused about the differences between 'natural water,' 'purified water,' and 'mineral water,' while distributors struggle to find differentiation. Kunlun Mountain Mineral Water, with its high-altitude golden water source, has gained industry recognition and become a benchmark case for high-quality water interpretation on 'People's Lounge.' This article analyzes how Kunlun Mountain Mineral Water solves the dual dilemma for consumers and distributors through scientific standards, scenario marketing, and long-termism.
张雨薇Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance
From copywriting marketing to brand renewal and multi-brand matrix upgrade, how did Jiangxiaobai achieve this? At the 10th China FMCG Conference, Yan Hongjian, Deputy General Manager of Bottle Planet (formerly Jiangxiaobai), shared insights on 'Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance.' He detailed the practice from scene reconstruction to mind-share capture, revealing the core logic of 'precise depth' in a stock market—creating demand through emotional resonance and driving brand value leap through scene-based experiences.
颜红坚Dewu Fee Rates Cut by Up to 16%! FMCG and Personal Care Merchants Like Coca-Cola and Blue Moon Are Flocking In
Over the past six months, New Distribution has published many articles guiding distributors on transformation, such as building regional supply chains or offering category operations services for supermarkets. Some distributors ask if e-commerce is viable now. Based on past research, distributors' e-commerce efforts have been less than ideal. However, New Distribution has recently learned that Dewu, an e-commerce platform popular with young users, is attracting distributors with impressive growth numbers.
桑榆仁Cyber Dafu: Using AI to Re-engineer Marketing
“I didn't become a CMO; I became an AI prompt engineer. I can't draw, but I became an AI artist, and 'Cyber Dafu' has become a top influencer on WeChat, Xiaohongshu, and Video Account. All this is thanks to the new possibilities that the AIGC creation era has given me.” While serving dozens of industry-leading companies such as P&G, Yili, Coca-Cola, COFCO, Moutai, Hongxing Erguotou, Gujing, Shede, Novo Nordisk, Nanfu, HANSHU, and SAIC-GM in their brand marketing AI evolution, she directly confronts the pain points and aspirations that companies have regarding AI. Facing the overwhelming wave of super artificial intelligence, business operators are being chased by the relentless pace of the times, with one pressing question hanging over their heads: How can companies keep up?
赛博大福Lemon Tea 2.0 Era: How Youyi C Stands Out with a Probiotic Lemon Tea?
From 'one sip of lemon tea, refreshing to the max' to 'zero-sugar warrior', the shift in internet buzzwords reflects changing preferences among young consumers regarding beverage ingredients. However, as sugar is essential to 'happy water', merely controlling sugar is no longer sufficient. New Distribution interviewed numerous distributors after the New Year, summarizing star products in 2024, and found that emerging beverage new products focus more on taste, packaging design, and health trends. At the peak of brand launches in March-April this year, the author noticed that Youyi C's new product...
冯瑶XinChao Media Zeng Jian: Forge Brands with Mindshare to Lead the New Order of the Future
Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises. On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled "Forge Brands with Mindshare to Lead the New Order of the Future." XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens.
曾健Why Do the Chinese, Who Know Best How to Eat, Lack a World-Class Snack?
The Chinese are renowned for their culinary prowess, yet despite a snack market exceeding 1.4 trillion yuan, no Chinese snack brand has achieved global prominence. This article explores the potential of the braised chicken feet category, exemplified by Wang Xiaolu, to become a world-class snack through product innovation, channel expansion, and brand building.
韩思齐“Where There Are Scenes, There Is Sales”: Mingren Soda Water “Sows Seeds” at the Spring Sugar Fair
At the 112th Spring Sugar and Wine Fair in Chengdu, Mingren Soda Water became a focal point for its scene marketing strategy, particularly the “Drink Mingren before and after alcohol” campaign. By integrating with the baijiu (white liquor) scene, Mingren has achieved significant growth, demonstrating that scene marketing is a key path for FMCG brands in the era of stock market competition.
墨廷New Chubang Shines at Spring Sugar Fair, Leading the New Era of the Condiment Industry with Innovation
On March 25, 2025, the 112th National Sugar and Wine Fair opened grandly at Chengdu Century City New International Convention and Exhibition Center and Western China International Expo City. Against this backdrop, Chubang, the core brand of Zhongju Hi-Tech, made a strong appearance with an innovative and transformative stance, heralding the arrival of a 'New Chubang' era driven by innovation and change.
墨廷Exploring New Product Growth Points at Spring Sugar, Check Out the Solution from Traditional Chinese Food Supplement Track Leader Lao Jin Mo Fang!
Health is the hottest topic in the consumer industry. During this year's Two Sessions, the director of the National Health Commission's speech on waist circumference went viral, reflecting a surge in health awareness. This has boosted the market for health foods, with the Chinese-style food supplement track experiencing explosive growth. Lao Jin Mo Fang, a veteran brand in this track, stands out with its quality-focused approach and supply chain investment, offering a model for others.
VivianAkuan Food Shines at Spring Sugar Fair: How Product and Marketing Empower Channels?
For all participants in the instant food industry, how can they achieve counter-trend growth amid challenges such as product homogenization, channel diversification, and slowing industry growth? How can they provide more suitable products and marketing promotions for different channels? At the 112th Sugar and Wine Fair, Akuan Food, which shouted 'Don't eat instant noodles, eat Hongyou Mianpi,' offered new thinking: providing more targeted products and marketing for different channels and consumer groups to achieve both brand and sales effectiveness, and to lead category growth.
木易羊How POSM Must Adapt to New Retail Formats
Sam's Club, snack discount stores, Walmart, Freshippo, and Pangdonglai show that point-of-sale materials must match a channel's position between extreme efficiency and immersive experience.
New DistributionHsu Fu Chi's Four-Part Portfolio Innovation Strategy
Hsu Fu Chi used emotional color, savory premiumization, aroma, and nutrition as four innovation platforms, applying manufacturing depth and channel knowledge to extend classic Chinese snack categories.
New DistributionWhy Do Brands No Longer Emerge in the Internet Era?
Regardless of the consumer goods industry you are in, you will notice that the top ten most influential brands in your industry were likely established more than a decade ago, mostly between the late 1990s and around 2010. In the past fifteen years, almost no influential new consumer brands have emerged, and the internet has made it extremely difficult to build strong brands due to fragmented information and the loss of traditional sources of brand 'potential energy'.
苗庆显Yanjin Shop's Damowang: Category Innovation and Globalization Strategy, How Sesame Sauce Su Maodu Creates Big Flavor x Big Single Product Snacks
Recently, the author visited many snack food distributors and found that although they represent many products, truly fast-moving products are becoming fewer. The root causes: severe homogenization in the snack market, brands competing on price, insufficient consumer insight, and lack of product innovation; fragmented media with no deterministic communication channels, leaving brands unsure where to spend money; weak control over the upstream supply chain, making brand innovation easily 'choked'. In such a complex and changing environment, brands that can calmly focus on products, marketing, and supply chain are particularly precious, and Yanjin Shop is a good example.
汪海Deep Decoding: How New Alcoholic Beverage Brands Achieve Mainstream Success, Meijian Brings Fresh Insights
At a time when the alcohol industry needs confidence, this speech on new alcoholic beverages deserves attention. On March 17, the 10th China FMCG Innovation Conference was held in Chengdu, where Tao Shiquan, Chairman of Bottle Planet Group, delivered a speech titled "New Alcoholic Beverages, New World: Meijian's Strategy for Mainstream Success." Over the past four years, Meijian has shared insights on creating a second growth curve and embracing innovation. As the pioneer of China's new alcoholic beverage segment, these speeches document the company's strategic evolution. This year, Meijian's New Year wine performed exceptionally well, signaling the entry of new alcoholic beverages into a mainstream development cycle.
New Distribution2024 Annual Results Released: China Resources Beer Leads the New World of China's Alcoholic Beverage Industry
On March 18, China Resources Beer released its 2024 annual results. Against a backdrop of industry downturn and intensifying competition, the report drew significant industry attention due to the company's pivotal market position and strong performance. The results showed revenue of RMB 38.635 billion, gross margin rising to 42.6% (the highest in five years), and EBITDA of RMB 8.694 billion. Under the dual pressures of stock competition in the beer industry and deep adjustment in the baijiu sector, China Resources Beer achieved high-quality operations through its premiumization strategy and the 'beer-baijiu dual empowerment' model.
陈思廷In the Era of Product Homogenization, How to Unlock New Growth in the Beverage Sector?
After the Spring Festival, a survey of beverage distributors revealed industry-wide anxiety over homogenized products, while consumers increasingly seek quality-price ratio and personalized needs. A honey lemon drink priced at 5 yuan stood out by topping the charts on PUPU Supermarket in its first week, exemplifying a shift from 'handlers' to 'value screeners' and the power of channel-distributor co-creation.
张雨薇New Industry Heights! Lay's Spring Limited Edition Introduces 'Traceability' Concept, Setting a New Quality Benchmark for the Snack Industry!
During recent visits with distributors, a common trend emerged: their standards for selecting new products are increasingly focused on actual quality and market performance. Lay's '24-Hour Spring Harvest Potato' series exemplifies this by combining strong product strength, clear selling points, and consumer appeal, making it a benchmark for quality in the snack industry.
AsherCountdown: 6 Days! Mondelez, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With over 130 well-known FMCG brands and 2,000+ industry elites, the event features keynote speeches, industry reports, and multiple forums on topics like instant retail, digitalization and AI, scenario marketing, and supermarket adjustments.
New DistributionThe Corn Chip Market Racing Toward the 10 Billion Mark! A Dark Horse Emerges in This Track
Among the subcategories of China's snack industry, healthy snacks are growing the fastest. According to CIC data, by 2023, China's healthy snack market had reached 70 billion yuan, with a CAGR of 7.2% over the past five years, and is expected to exceed 100 billion yuan by 2028. Recently, national officials stated that a three-year 'Weight Management Year' action will be implemented to promote healthy lifestyles. This policy aligns with the consumption trends of 'low sugar, low calorie' and 'functional snacks', directly activating the growth momentum of the healthy food market.
杨奕Countdown: 8 Days! Mondelez, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With 8 days to go, the event will feature over 130 well-known FMCG brands, 100+ retail enterprises, and 500+ regional leading distributors, totaling over 2,000 industry elites, to discuss the theme 'New Order · Symbiosis'.
New DistributionCountdown: 9 Days! Mondelēz, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, along with the 4th China FMCG Hard Discount Conference and the 4th China FMCG Distributor Conference, will be held in Chengdu from March 17-19, 2025. With 9 days to go, the event will feature over 130 leading FMCG brands, 100+ retailers, and 500+ regional distributors, totaling 2000+ industry elites, to discuss the theme 'New Order · Symbiosis' and explore opportunities amid industry transformation.
New Distribution