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 194 of 196
Distributors: Manufacturers Only Operate Half a Brand
Many distributors, especially those of second- and third-tier brands, often blame weak brand support and insufficient advertising for poor local sales. However, brand management is not solely the manufacturer's responsibility; distributors also play a crucial role by operating the 'monetization brand' through trust, exposure, and activity, which are essential for converting brand awareness into sales.
New DistributionIf You Were to Start Your Own Business, Would You Know These Tricks?
As advertisers or marketers, we often wonder what we would do if we started our own small business. This article tells the story of a newspaper-selling old man who used clever marketing strategies to succeed, proving that there are no backward industries, only backward thinking.
New DistributionObstacles for Distributors Creating Their Own Brands
Brand distributors are a type of distributor but differ from traditional ones, as they seize brand management rights from manufacturers. While this path offers higher profits, most FMCG distributors fail in their attempts to build their own brands due to outdated mindsets rather than capital or product issues.
郝星光The 6P Explosive Marketing Model
Successful enterprises all have a successful marketing model that helps them avoid price wars and find a dynamic, fast-growing, and replicable approach. The 6P Explosive Marketing Model, which includes precise positioning, differentiated products, focused advertising, precise market strategy, innovative investment promotion, and effective terminal forms, is such a model.
New DistributionCustomers Don't Want Features, They Want Benefits
This article explains the FAB (Features, Advantages, Benefits) method for selling products, emphasizing that customers buy benefits, not features. It provides examples of how to apply FAB effectively by first understanding customer needs and then linking features to specific benefits.
New DistributionThe Secret Weapon That Established Master Kong's Market Position
Master Kong, having invested in mainland China since September 1988, has achieved remarkable success through over 20 years of effort, including the top market share in instant noodles and tea beverages, and the top share in mineral water in 2009. The key to this success is a comprehensive marketing method, with 'channel intensive cultivation' being the most important strategy.
王冠群Solid Practical Advice: Attack and Defense Strategies Against Top-Tier Brands
Almost all second- and third-tier companies are seeking the same answer: when facing attacks from national big brands, any novel promotion seems to fail, and defense is full of holes. What should they do? Compared with strong brands, weak companies lack brand power, but brand is only 'momentum'; to convert momentum into 'energy', it must rely on channels and marketing systems as a conversion platform, which is the company's refined management 'internal strength'.
方刚Six Marketing Parables to Understand the Essence of Sales
Marketing is a process of discovering and satisfying needs, and it is also a complex process because it involves interaction with people. This article uses six short stories to illustrate the essence of sales and marketing.
New DistributionReforming the 'Mercenaries': Refined Commissions and Contracting
This article addresses common problems in distributor sales teams, such as low efficiency and high costs, and proposes solutions ranging from refined commission systems to a full contract system, with preparations and precautions outlined.
New DistributionThe 'FMCG' Mindset of Baijiu
Initially, baijiu and FMCG were distinct, but later, as some FMCG companies entered the baijiu industry, the two became intertwined. Now, due to the industry's 'people's liquor route' and channel下沉, baijiu seems increasingly like a new FMCG. The article discusses whether baijiu is an FMCG and how adopting FMCG thinking can help baijiu companies succeed.
New Distribution23 Types of Consumer Promotions for Alcoholic Beverages
This article outlines 23 consumer promotion methods for alcoholic beverages, including free tasting, coupon distribution, newspaper media promotions, price discounts, buy-one-get-one offers, in-box prizes, points redemption, corkage fees, lucky draws, chain promotions, contests, sponsorships, full-time promoters, hidden promotions, insider networks, joint promotions, thematic promotions, roadshows, event marketing, experiential promotions, embedded promotions, government relations, and membership marketing.
New DistributionTwenty-Two Laws to Keep You Ahead of Your Competitors
This article outlines twenty-two marketing laws, such as the Law of Leadership, the Law of Category, and the Law of Perception, emphasizing that being first in the consumer's mind is more important than being first in the market. It provides examples from companies like Heineken, IBM, and Coca-Cola to illustrate these principles.
New DistributionThe High-End Logic Problem of Evergrande Spring Water
Evergrande Group's ambitious target of 10 billion yuan in sales for 2014 and 30 billion in three years for its new spring water brand seems far-fetched, but the company's aggressive marketing and rapid expansion have raised questions about whether it can overcome challenges in distribution, sales, and production capacity.
New DistributionExclusive Interview with Jiang Xiaobai Founder: My Sharpness You Can't Learn
The founder of Jiang Xiaobai, Tao Shiquan, shares insights on brand positioning in the internet era, emphasizing the importance of creating sharp, differentiated products and content over traditional advertising channels.
New DistributionHow to Make a New Product a Hit
Distributors often get confused by manufacturers' persuasive pitches when choosing products. Based on years of experience, the author summarizes six key factors from the product perspective that are crucial for success, urging distributors to focus on the product's inherent appeal rather than non-essential factors like manufacturer support.
New DistributionCase Studies of Successful Competitive Strategies in the Beer Industry
This article analyzes six successful competitive strategies in China's beer industry, including Harbin Beer's brand strategy, Xuejin's high-end strategy, Zhujiang Beer's multi-dimensional strategy, Yinmai's flanking strategy, Tianhu's focus strategy, and Daxue's low-cost strategy. It highlights how these companies achieved success through unique approaches, offering insights for other enterprises.
New Distribution“Marketing” vs. “Sales”: Which Is More Important?
A boss emphasized that salespeople should sell products regardless of product quality, reflecting a common tendency to prioritize sales over marketing. The article argues that marketing is about making products easy to sell, while sales is about selling well, and both are crucial for SMEs, with performance being the product of marketing and sales.
New DistributionThe Road to Self-Built Retail Terminals for Distributors
Distributors are increasingly building their own retail terminals to control the market and escape the pressures of traditional channels. This article shares case studies and discusses the challenges and key success factors for such ventures.
朱志明The Manufacturer-Dealer Debate: Who Really Owns the Market?
When a manufacturer partners with a local dealer to operate a regional market, who actually owns that market—the manufacturer or the dealer? This question often lies at the heart of disputes between the two parties, as each believes they are the rightful owner and leader, leading to conflicts and misunderstandings.
潘文富Four Cases Show How to Master Channel Promotions for New Product Launches
When launching a new product, distributors need to manage distribution and promotion across various channel links, including sub-distributors, retail terminals, supermarkets, and competing products. By designing tailored promotions for each link, distributors can achieve optimal market coverage and quickly boost market share, while ineffective promotions may lead to channel stagnation.
New DistributionOpportunities and Threats Facing Traditional Industries
An increasing number of traditional enterprises are planning transformation, yet they face a severe crisis as they lose their bearings in the Internet era. The biggest crisis is not current profits but the ability to clearly grasp the future, as traditional marketing loses its momentum and transformation poses risks.
New DistributionDistributors That Don't Launch New Products Never Grow!
Distributors who only sell mature products won't succeed. Launching new products is key to growth, as it brings manufacturer support, higher margins, better channel utilization, and new channel expansion. Successful new product launches also offer opportunities for second-time entrepreneurship and enhance a distributor's reputation.
New DistributionTop 10 Classic Marketing Cases in Today's Marketing World
This article presents ten classic marketing cases in China, including Diaoye Niunan's internet thinking, Qingfeng Baozi's unexpected fame, Huang Taiji's O2O strategy, and Xiaomi's hunger marketing, among others, illustrating innovative approaches and their impacts.
New DistributionMastering 'Discourse Power' in the Channel Chain
Channel strategy is about solving how a company's salespeople and channel partners actively sell products, and how to maximize the integration and utilization of sales resources. The core is to ensure product visibility through distribution and to build base markets that provide cash flow and experience for expansion.
New Distribution