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 190 of 196
Starting from Scratch: The First Lesson for Sales Representatives
This article explains the crucial roles of sales representatives in a company—matchmaker, soldier, and diplomat—and outlines their responsibilities towards consumers, channel partners, the company, and themselves, emphasizing their importance in driving sales and market success.
郭旭Four Strategies for Integrated Channel Planning: A Must-Read for Food and Beverage Manufacturers!
Rapid economic development has transformed China's distribution channels, creating one of the most complex retail environments in the world. To achieve breakthrough growth, companies and distributors must not only understand the characteristics of each channel but also learn how to plan their channel layout comprehensively. Currently, manufacturers often face four key problems: single-channel structures, fragmented operations, disconnected interests, and extensive management. This article offers four solutions: diversifying channels, linking channels, building alliances, and refining management.
张戟The Market Never Lacks Products; What It Lacks Is a Targeted Solution
The market environment has changed, and companies need to return to the essence of marketing—providing solutions to consumer problems—rather than relying on traditional tactics like price and promotion. By focusing on consumer needs and service, businesses can find new breakthroughs.
白钢The "Small" Skills and "Big" Wisdom of Criticizing Employees
As a manager, mastering the art of criticism is essential for shaping a disciplined and cohesive team. However, effective criticism requires more than just pointing out mistakes; it demands respect for the individual and a focus on correcting behavior rather than attacking the person. This article explores the underlying principles and practical techniques for delivering criticism that fosters growth and maintains morale.
New DistributionNew Product Launch: The Importance of Action Breakdown!
New product launches are complex systematic projects where mature market promotion is key to a distributor's success. Distributors must create clear, feasible launch plans, effectively break down objectives, track and adjust execution, and provide proper training and analysis to ensure success.
New DistributionEvergrande, When Will Its 'Rough' Marketing End?
When CCTV-1 repeatedly aired the ad 'Kawabear, Kawabear, I come from New Zealand,' people were surprised to find that Evergrande, after its overwhelming marketing for water and grain and oil, had begun 'rough' marketing for infant formula. From a professional marketing perspective, Evergrande has spent billions on marketing communication, yet its brand, apart from awareness, has almost zero recognition, reputation, loyalty, and brand image and association.
蒋军6 Mistakes Many Marketers Make Every Day
This article introduces six common mistakes that marketers make daily, such as lacking a content strategy, blindly providing content, slow website loading, talking too much about oneself, not understanding business data, and being constrained by word count, and offers suggestions for improvement.
New DistributionBrand and Sales: Both Are Essential
Brand and sales are like twin sisters: scale spreads costs, while brand creates profit. Enterprises need sales to survive and develop, but to sustain profitability and enhance profit levels, they must also focus on brand building. Neglecting either can lead to failure, as shown by the cases of Qinchijiu and Wugu Daochang.
崔自三A New Media Communication Practitioner's Hard-Earned Experience Sharing
This article, written by the CEO of Beijing Gushan Culture Co., Ltd., @Tongque Shushu, shares hard-earned insights into new media marketing, based on experience with hundreds of cases. It covers the essence of new media marketing, how to plan a new media campaign, why people retweet, and how to choose distribution channels.
New DistributionThree Key Points and Eight Notes for Successful Holiday Marketing
China has 117 holidays (including weekends) each year, nearly one-third of the year, making holidays crucial for FMCG sales. To succeed in holiday marketing, companies must grasp three key points: setting clear marketing goals, choosing resonant themes, and building action plans, while also paying attention to eight aspects such as creative design, product mix, and staff training.
蒋军Key Questions You Must Know About WeChat Marketing
WeChat marketing has entered a downturn, similar to Weibo marketing in its day. Social tools follow a pattern: starting with hookups, thriving on showing off, and dying with daigou. This doesn't mean WeChat marketing is dead; it has just become normalized. For us, foresight, accurate judgment, and effective accumulation are key. If you're new to WeChat marketing and see others making money, you need to know some critical issues and directions to guide your decisions.
宗宁Analysis of JDB's Classic Festival Marketing Campaign
Since 2001, international beverage brands like Coca-Cola and Pepsi have dominated Chinese New Year marketing, but JDB has now confidently answered the call for a truly Chinese brand. Under its 'big platform, big strategy' approach, JDB secured sponsorships across major TV programs for the 2014 Spring Festival, creating a comprehensive marketing campaign that covered all stages and audiences, and its success offers valuable lessons for other local brands.
New DistributionWhat Common Sense Must You Know for Marketing?
Marketing is about creating value for buyers to satisfy needs and gain returns. In the mobile internet era, simplify strategy to insight-matching and tactics to funnel-ripple models, focusing on killer products, perceived value, addictive systems, and leveraging three economies and media.
New DistributionThe "Ways of Survival" for Food and Beverage Enterprises in the Mobile Internet Era
The marketing era is sweeping the globe at lightning speed. Jack Ma said, "If you don't do e-commerce today, you'll have no business tomorrow." While many internet brands like Three Squirrels, Chu Orange, and Master Kong's Braised Beef rise overnight, many traditional food and beverage companies like Xurisheng, Jianlibao, and Taizinai are fading away. This article explores how food and beverage enterprises can not only survive but thrive in the new marketing era.
蒋军How Can Distributors Unblock the 'Joints' of WeChat Marketing?
This article discusses how FMCG distributors can use WeChat marketing to open new sales channels, drawing on case studies and practical tips. It emphasizes the importance of setting clear goals, detailed activity design, user engagement, and leveraging external resources, while also learning from failed marketing attempts.
New DistributionMarketing: Just Do It!
When facing tough sales problems, consider three outcomes: best, worst, and compromise. The best rarely happens, the worst isn't fatal, and compromise usually prevails. Marketing is about action, not over-planning; opportunities are seized by doing, not waiting.
蒋军The 'Great Recession' of Instant Noodles?
According to the latest Nielsen data, in the first half of 2014, domestic instant noodle sales volume fell 6.5% year-on-year, while overall market sales value declined 1.9%. Unlike China's declining instant noodle industry, in Japan, Europe, and the US, the industry is still growing, with the UK instant noodle market growing about 10.7% annually. Industry insiders attribute the decline to insufficient innovation and vicious competition, but see growth potential in lower-tier cities and rural areas.
李睿奇Unraveling the 'Promotion Trap' at the Terminal in the Beer Industry
This article explores the pitfalls of terminal-specific promotions in the beer industry, where companies often fall into self-created traps due to mismanagement and lack of brand power. It offers strategic principles for weaker brands to navigate market competition effectively.
方刚Micro-Marketing: Who Are the Fools? Who Are the Dinosaurs?
This article explores the challenges and misconceptions of micro-marketing on WeChat, comparing it to navigating a series of dark rooms. It criticizes self-proclaimed marketing gurus who profit from naive followers, and discusses the differences between e-commerce platforms like Taobao and WeChat's social approach.
杨江涛Wolf-like Aggressiveness: The Era-Defining Character of Chinese Marketing
The transformation from a 'bookworm' in university to a wolf-like aggressive marketer is a common experience among Chinese marketers, driven by the environment rather than innate nature. This article argues that wolf-like aggressiveness was a necessary professional trait in a specific era of Chinese marketing, contrasting it with the 'kingly aura' of multinational corporations, and suggests that as Chinese companies grow stronger, they may adopt a more kingly demeanor while still valuing the wolf-like spirit that enabled their rise.
刘春雄The Train Salesman's 'Three Moves and Six Tactics' for Crazy Sales
This article shares the sales techniques of a train vendor selling chamois cloths, highlighting his use of humor, live demonstrations, and scarcity tactics to achieve rapid sales. It breaks down his approach into 'Three Moves and Six Tactics' that terminal salespeople can learn from.
张令凯Monitoring: The Knife That Destroys Sales
A well-known company's marketing management department planned to install GPS tracking systems on salespeople's smartphones to monitor their daily routes. After confirming the information, the author predicted a rapid loss of sales staff. Indeed, nearly 30% of excellent employees resigned, and another 30% expressed intentions to leave. The author explains the reasons—lack of trust, security, and freedom—and suggests replacing monitoring with motivation.
张宁Mobile Internet 1.5 Model – Dare You Not Be So Awesome?
This article discusses the challenges traditional liquor companies face in integrating with mobile internet, proposing a '1.5 model' that bridges the gap between simple e-commerce (1.0) and consumer-centric approaches (2.0). It presents successful case studies from HeLong and Zhijiang, demonstrating how leveraging mobile tools to engage both consumers and terminal store owners can drive sales and efficiency.
New DistributionKeeping Pace with the Times: Building a "Proper" Marketing Team
A seasoned marketing professional reflects on the challenges of building a strong marketing team, emphasizing that true team success comes from internal development, not just hiring. The article outlines key principles and practical steps for creating a team that can win battles, understand tactics, and execute strategy.
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