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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 23 of 196
Top Revenue, Is the 'First Stock of Bulk Snacks' Solidifying Its Lead?
Debt risk: According to Wanchen Group's interim report, as of June 30, 2024, total assets were 4.868 billion yuan, up 129.71% year-on-year, with monetary funds of 2.111 billion yuan, accounts receivable of 18.1418 million yuan, and inventory of 847 million yuan. Total liabilities were 3.682 billion yuan, up 152.10% year-on-year, with accounts payable of 1.007 billion yuan. The debt-to-asset ratio was 75.65%, and total shareholders' equity was 1.186 billion yuan. The debt ratio has hit the red line.
联商网编辑部When We Talk About Brands, We Are All Talking Past Each Other
The term 'brand' is ambiguous, with multiple contexts: as a marketing concept, as consumer awareness, as theory, as an era-specific cognitive symbol, and as cultural significance. Brands rely on mass media and advertising, but with the decline of mass media, brands are being replaced by IPs, while channel brands in China are strengthening.
刘春雄，公方刚Under the Duel of Two Snack Giants, Small and Medium Snack Stores 'Have No More Opportunities'
A snack store can go from opening to closing in just two months, with some franchisees announcing store transfers after only 30 days. Industry insiders suggest that many owners profit from subsidies and transfer their stores within a few months, while the rise of two dominant players (Mingming Henmang and Wanchen Group) has left most small and medium snack stores with no chance in the snack category alone.
楚勿留香How to Leverage Emotional Value as a Brand Growth Advantage?
If there is one term that has dominated the industry in the past two years, it is undoubtedly 'emotional value.' Brands, agencies, and media alike are touting the importance of emotions, and consumers are indeed buying into it. This article explores what emotional value truly means and how brands can harness it to empower marketing and communication, emphasizing the significance of social emotions over individual ones.
空手Shen Teng's First Endorsement of a Domestic Soda Brand: How Far Can the Northeast's Popular 'Guangdong Zhenzhen' Go?
In today's fiercely competitive market, brand development and sales growth often accompany a well-known brand ambassador. Recently, Shen Teng announced his endorsement of the Zhenzhen brand, bringing the drink he loved since childhood to consumers nationwide. This high-profile announcement, which quickly trended on social media, not only shows his personal recognition of the brand but also indicates a deep cooperation between the two parties.
Amy24-Hour Operation, 55% Discount Price War: Snack Stores Compete at New Heights
The snack retail sector is experiencing the typical internet playbook—aggressive store openings, cash-burning expansion, and mergers. In some regions, snack stores are fiercely competing for territory and customers. During a market visit in Shandong, the author discovered two snack stores engaged in a price war, with 24-hour operations and 55% discounts, truly pushing competition to new heights.
汪海Zong Shifu AD Calcium Milk: Putting Zong Fuli and Wahaha's 70 Billion on the Hot Seat
Zong Fuli, China's richest woman, and Wahaha have become hot topics in the food industry. First, the 42-year-old Wahaha leader became China's richest woman with a net worth of 80.8 billion yuan. Then, some Wahaha distributors will sign 2025 contracts with Hongsheng Beverage Group instead of Wahaha, involving 14 markets, accelerating Zong Fuli's divestment from Wahaha. Yesterday, at Wahaha's annual sales meeting, Zong Fuli announced that 'Wahaha has successfully matched its performance scale from ten years ago in 2024,' which means Wahaha has returned to a sales scale of 70 billion yuan.
小满Bulk Snack Retailers Enter Beijing Market, Zhao Yiming's First Store Opens Opposite Haoxianglai
The snack war has moved from third- and fourth-tier cities to Beijing. Zhao Yiming Snacks, one of the three major bulk snack brands, has opened its first store in Changping District, Beijing, directly across from rival Haoxianglai. The competition is fierce as bulk snack brands expand into first-tier cities, facing higher costs and different consumer preferences.
翟元元Shanghai Jahwa's 150-Day Overhaul: A Century-Old Brand's Fight for Reinvention
On October 28, Shanghai Jahwa released its Q3 2024 report, showing revenue of 4.477 billion yuan (down 12.07% YoY) and net profit of 163 million yuan (down 58.72% YoY). CEO Lin Xiaohai, in his 150th day, is driving major organizational and strategic changes to reverse the decline.
李欣From 'Consumer Experience' to 'Consumer Taste': Unlocking 2025 Food and Beverage Flavor Trends
Unlock new flavor trends for food and beverages in 2025 and explore innovative ideas for brands next year. In the first part of the '2025 Food and Beverage Predictions' report, 'Cultural Trends Shaping Behavior and Innovation,' Flavor Sum shares insights into how changes in North American behavior patterns and expectations are driving innovation in the food and beverage industry. The report details these changes and explores their potential impact on industry innovation.
foodatalinkWhy Lay's Is the Sales Powerhouse in Store Snacks?
In the past two years, I have conducted numerous visits and exchanges with distributors in the frontline market. Gradually, I discovered that many leading local snack distributors have chosen to represent Lay's, and they consistently speak highly of it. There are almost no common complaints such as 'pressure to meet targets, fee deductions, unreconciled accounts, or no growth.' Especially in the B2B supply chain platform model that has gained attention in recent years, Lay's has always been at the forefront, actively empowering distributors and assisting their digital transformation. Why are distributors willing to choose Lay's? I think it's not just because of the business model that empowers distributors; the core reason is that Lay's has high turnover, strong selling power, and sells well, making it the main driver of terminal snack sales.
秦淮Zhu Gu Trading Wang Xiaohong: The Growth Path from Sales Champion to Major Distributor
Wang Xiaohong, founder of Kunming Zhugu Trading, has grown her company by over 30% annually for years, becoming a leading distributor in the region. Her journey from a sales champion to a major distributor highlights the importance of team, organizational transformation, and a philosophy of 'seeking small satisfaction'.
陈思廷Chinese Brands Go Global to New Heights: Hsu Fu Chi China Candy Brand Pavilion Lands in Singapore
On November 2, Hsu Fu Chi's first China Candy Brand Pavilion was unveiled at Singapore's SCK Suntec City store, marking a new milestone in the brand's overseas expansion. From exporting flavors to exporting culture, Hsu Fu Chi is accelerating its global footprint, aiming to become a world-renowned Chinese confectionery brand and achieve its goal of a century-old, multi-billion-dollar enterprise.
孟芸How FMCG Brands Can Excel in D2C: The 'Near-field Brand Official Flagship Store' Provides the Answer
At the 2024 Instant E-commerce Future Business Summit held on October 23, Ele.me CEO Han Liu announced a '1+2' long-term strategy, focusing on building a distinctive instant retail business and an instant logistics network. The platform also launched its strategic project, the 'Near-field Brand Official Flagship Store,' aiming to help brands achieve efficient D2C operations, precise consumer insights, and sustainable growth.
秦淮Food & Beverage Innovation: Which Overseas Startups Got Fresh Funding
In the consumer sector, the food and beverage industry has always attracted capital. Today we've compiled a list of overseas startups that recently secured funding, hoping to inspire entrepreneurs in the consumer space. Health trends are driving ingredient reduction, with 69% of respondents consciously reducing unhealthy components, while sustainability, plant-based options, functionality, personalization, and safety are also key areas of innovation.
投资美好生活的Behind the Hot Sales of Crayfish Noodles: How Master Kong Leverages Night Market Culture to Tap into a New Consumption Trend?
In recent years, driven by consumption upgrades, instant food has shifted from 'convenience needs' to 'premium experiences.' As consumers demand higher quality and unique flavors, the instant food industry has seen a trend toward premiumization. More brands are moving beyond traditional seasoning packets to explore new ingredient pairings and innovative processes. Especially among younger consumers, the positioning of instant food is being redefined: they expect it to offer not just convenience but also 'cultural experience' and 'emotional resonance.' Against this backdrop, Master Kong...
丹序From Super Slogan to Super Symbol
Liu Chunxiong argues that the focus of brand creativity has shifted from super slogans (represented by Ye Maozhong) to super symbols or logos (represented by Hua & Hua), reflecting changes in marketing media environments. He explains the transition from F2C centralized communication to B2C distributed communication via channels, and predicts a future shift to C2C IP-based communication.
刘春雄Three Months into Steering Wahaha, Zong Fuli's Troubles Are Far from Over
Three months after returning to Wahaha, Zong Fuli has made new moves, including changes at Wahaha Digital Technology. As Zong Qinghou's name is removed from affiliated companies, power shifts to Zong Fuli, but she faces escalating employee rights disputes and questions about asset transfers to Hongsheng Beverages.
市值榜团队IP Marketing Trends in 2025: From 'Connecting the Back-End' to 'Clearing Business Obstacles'
In 2024, business growth for many companies was like a self-destructive long-distance run, with profits often driven by layoffs and ad cuts, and sales by price cuts and promotions. For healthy growth, companies should focus on solving underlying problems rather than sales alone, using major content IP as a 'business lever' to clear obstacles such as low dealer confidence, high performance pressure with low budgets, over-reliance on existing customers, price-cut dependence, and declining consumption frequency.
梁将军Major Move: Three Squirrels Strategically Acquires Two Discount Brands, Ailingshi and Aidazhe, Signaling a Potential Tripartite Landscape in Snack Retail
On October 28, Three Squirrels announced its intention to acquire Ailingshi, a snack discount store chain based in Changsha, and Aidazhe, a full-category discount brand in Tianjin. Although the deal is still in preliminary stages and no formal agreements have been signed, it has already stirred significant attention, deepening Three Squirrels' presence in offline retail. Tang Guangliang, founder of Ailingshi, predicts that the bulk snack market will form a tripartite competitive landscape. This acquisition raises questions about Three Squirrels' strategy and its potential impact on industry trends.
赵胜男Young People Who Don't Drink Baijiu Are Starting to Buy Baijiu Stocks Again?
During the National Day holiday, baijiu has become popular again. On one hand, workplace professionals held weddings during the long holiday, increasing demand for baijiu; on the other hand, in friend gatherings, drinking a few cups has become a common way to enhance emotional communication. The recent stock market performance has added fuel to this phenomenon. On September 30, within 35 minutes of market opening, A-share trading volume exceeded one trillion yuan, setting a historical record, leading many investors to see hope for the long-depressed baijiu stocks to return to their peak. In some grassroots investment groups that had been silent for years, people who had not spoken for a long time began to...
陈法善After the Hype, Sales Slip: Is the Rollercoaster Ride of Birch Water a Collective Dilemma for Niche Beverages?
Birch water beverage sales have plummeted. According to Chanmama data, the leading brand Linyuanchun's monthly sales on Douyin, after briefly maintaining over 10 million yuan from April to July, have continued to decline, dropping to over 5 million yuan by September. Its ranking has also fallen from No. 1 in the beverage category in April to No. 71 currently. Linyuanchun is not the only one facing declining sales; brands such as Zhongzhi, Jiahua, and Baihuayiran have also seen double declines in category ranking and sales since April. The attention on birch water beverages has also declined after peaking.
FBIFLi Zi Yuan's 'Midlife Crisis': Can Going Global Save the Brand?
Going global has become a common strategy for brands seeking new growth. In September 2024, Li Zi Yuan received its first Southeast Asian order, shipping 30 tons of sweet milk to the region, with plans to export to Laos, Myanmar, and Thailand. However, for a brand that has relied on a single product for over 30 years, it remains uncertain whether this move is a second growth curve or a lifeline.
唐雨昕Ten Years Ago's "Bad-Tasting Drinks" Are Now "Best-Sellers": Are Consumers Falling for "Bad Taste"?
In 2013, a user on Tianya Club started a discussion about "weird drinks," leading to a "Top 5 Worst-Tasting Drinks" list that included Eastern Leaf, Red Bottle Scream, Laoshan White Flower Snake Grass Water, Heysong Sarsaparilla, and Qiulin. Over a decade later, these drinks have seen a reversal in reputation, with Red Bottle Scream selling out 10,000 cases in three days upon its return, and Eastern Leaf becoming the top unsweetened tea brand in China. This shift reflects changes in consumer preferences, health awareness, and the influence of social media and e-commerce.
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