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 42 of 196
New Consumer Brands: Building a New Supply System Anchored on Community Group Buying
New consumer brands build a new supply system anchored on community group buying, which is the process of embedding the brand into users' minds through community paths. Building a new supply system addresses the supply side, solving the problem of users being able to buy; building new consumer brands addresses the demand side, solving the problem of users being willing to buy. Community group buying has brought new assets and changes to the retail industry.
陈海超 李保林In the Era of Diverse Consumer Demands, How Does Beverage Giant Master Kong Win Over Young People?
According to New Distribution, Master Kong's beverage business has maintained positive growth for six consecutive years on a scale of tens of billions. In 2022, Master Kong's beverage revenue reached 48.336 billion yuan, a year-on-year increase of 7.89%. The launch of five new products this year offers a glimpse into how the company adapts to diverse consumer needs and maintains its competitive edge.
青山依旧Suning Sacrifices Carrefour? The Fate of Foreign Capital Behind Carrefour's 'De Facto Demise'
The launch of the 'Community Quality Life Center' marks the formal 'de facto demise' of Carrefour, once a hypermarket giant. Is this the right path? It will take time, financial resources, and Carrefour's fate to verify. For more local retail enterprises, where does the fundamental transformation lie? Carrefour's assets have been significantly impaired. Suning's 'major surgery' on Carrefour stores is accelerating its exit from the frontline hypermarket brand competition. On April 14, Suning.com's revised 2022 performance forecast announcement showed that the latest estimated net loss attributable to shareholders of the listed company increased to 15.5 billion to 16.5 billion yuan; the loss expansion was mainly due to asset impairment of Carrefour during the period. Suning.com is accelerating the closure of some Carrefour stores in certain cities, while focusing on the integration of Carrefour stores in advantageous urban areas with Suning.com's business formats.
龙商网What Kind of Business Is the Explosively Popular Snack Collection Store?
In recent years, China's snack food industry has developed rapidly. According to the "2022 China Snack Food Industry Research Report," the market has maintained a compound annual growth rate of over 11% in the past seven years. Against this backdrop, snack collection stores have also risen, sparking a trend in the industry. The snack collection store brand "Zhao Yiming Snacks" completed a 150 million yuan Series A financing this year, and as of February 28, 2023, the success rate for new store openings reached 95%, with a 65% rate for franchisees opening second stores. Snacks Busy, in just five years, expanded its store count to 2,000 and completed a 240 million yuan Series A financing. Why have snack collection stores, which have become so popular just by selling snacks, become so hot? This article will analyze the reasons behind the rise of snack collection stores from three aspects: consumers, influencer effects, and cost-effectiveness.
赵胜男Kweichow Moutai: Hidden Concerns Behind the 'Great Leap Forward'
With targets of 200 billion yuan in revenue and 100 billion yuan in net profit, are Kweichow Moutai's reform goals too aggressive? Recently, 'King of A-shares' Kweichow Moutai released its 2022 annual report. Amid weak consumption due to the pandemic, Ding Xiongjun, the youngest leader in Moutai's history, delivered a near-perfect performance in his first full fiscal year. In 2022, Moutai achieved operating revenue of 124.1 billion yuan, up 16.87% year-on-year, with a gross margin of 94.19% and net profit of 62.716 billion yuan, up 19.55%, and a net margin of 52.68%, a nine-year high.
金梅The Once 'Conventional' Chilled Fresh Milk Is Seeking Change Amidst Intense Competition!
Recently, Xiaoxianyu, under the high-end fresh milk benchmark Shiny Meadow, made a splash with its unique 'green cat' image, capturing attention and winning the MUSE Design Awards for its innovative packaging and brand concept. This raises the question: is the traditionally 'conventional' chilled fresh milk category, known for its cow and pasture imagery and 'freshness' narrative, beginning a glamorous transformation?
王莹From Deep Distribution to Precision Distribution: A Strategy for Incremental Change in Brand Channel Models
Brands in the FMCG industry face three common challenges: difficulty in recruiting quality staff, managing teams effectively, and maintaining high service quality at retail outlets. This article discusses shifting from traditional deep distribution to a more precise model, using Nongfu Spring's channel reform as a case study, and outlines a four-step approach for channel model transformation.
高级研究员 海游How Should Daily Chemical Distributors Respond to the Changing Retail Market?
Over the past 20 years, China's retail landscape has undergone tremendous changes, shifting from functional to experiential consumption, from grocery stores to standard supermarkets and now to specialized stores, and from channel-centric to consumer-centric, with people, goods, and scenes being reconstructed. As a major FMCG category, daily chemicals have faced many changes, from multinational companies leading the market to the impact of online e-commerce, testing the resilience and flexibility of brands and distributors.
明聪Domestic Brands in the Spotlight: How to Seamlessly Enter the 500-Billion-Yuan FMCG Track?
Baixiang Foods hosted a live recruitment event during the 2023 Chengdu Sugar and Wine Fair, extending the buzz of on-site signings to the digital realm. The event showcased the brand's strength and product matrix, aiming to attract distributors nationwide.
New DistributionQince CEO Liu Zhao: The Digital Implementation Path of B-C Integrated Marketing
It is well known that establishing connections and enhancing stickiness is a necessary process for every brand to bind with consumers, but how to achieve deep binding and realize the conversion path may be a problem that troubles many brands. At the 2023 (8th) China FMCG Innovation Conference, Liu Zhao, CEO of Qince, delivered a speech titled "The Digital Implementation Path of B-C Integrated Marketing." In his view, with the development of digitalization, brand owners will establish true connections with customers in the future, and digital means will be an important booster.
刘昭Traditional Marketing Is Declining: Finding the Path to Brand Growth
Today, many traditional marketing methods and brand-building tactics face significant challenges. How can we find a new, lower-cost, and more cost-effective growth solution? The fundamental issue lies in consumer demand generation and decision-making patterns. For brand marketing, all theories ultimately return to consumer needs and decision-making processes. The most basic logic is understanding how consumers think and make purchase choices. This article explores the shift from traditional category-occupying and penetration strategies to a new approach based on scenarios and labels.
空手Golden Seed Fuhéxiāng Upgrades: China Resources Beer Takes the First Step into the New World of Baijiu
On April 20, Guyu, Anhui Golden Seed Distillery held the brand renewal launch for Golden Seed Fuhéxiāng in Hefei. This marked the most significant meeting since China Resources' investment in Golden Seed nearly a year ago, signaling China Resources Beer's pivotal move into the baijiu new world.
New DistributionThe Diverse Value of Premium IP: Audience Insights Behind the Cang Lan Jue Phenomenon
In 2022, the phenomenal TV drama 'Cang Lan Jue' took the world by storm, scoring 8.1 on Douban, surpassing 10,000 on iQIYI's heat index, and amassing 28.67 billion views on Weibo. What's the secret behind its success? From a consumer perspective, what insights lie beneath this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to unveil the audience insights behind the Cang Lan Jue phenomenon.
王一栩Niche Milk: Loving You 'Walking Alone in the Dark Alley'
In the second installment of the 'Regional Milk' series, we turn our attention to various niche milks that frequently break into the mainstream. Labeled as 'rare milk sources, high nutrition, rich taste,' niche milks emerged in an era of diversified consumption, boosted by social commerce and livestream selling, becoming a unique landscape in the dairy industry. Currently, what is the penetration rate of niche milks among the public? Can niche milks become a propeller for local economies? What pain points and challenges must niche milks overcome to truly reach the mass market? Can the viral breakout model of niche milks serve as a valuable reference for regional dairy enterprises?
FoodailyFast Sell-Through, High Repurchase: Why Should Distributors Represent the Chinese Tea Brand Zhiben Qingrun?
In the trillion-yuan beverage market, tea drinks have achieved new breakthroughs. Data shows that in 2020, the largest segment of China's soft drink industry was packaged drinking water, holding a 37.64% market share, followed by ready-to-drink tea at 19.64%. The domestic tea beverage market is growing and is expected to reach 96.9 billion yuan by 2025. Despite downward pressure in 2022 due to the pandemic and raw material fluctuations, some brands performed well, such as China Resources C'estbon, which saw double-digit growth in revenue and net profit, with its Chinese tea brand Zhiben Qingrun also performing strongly in the market.
青山依旧Pepsi Launches China's First 'Sugar-Free Raw Cola,' Targeting Mature Consumers
PepsiCo has launched its first 'Pepsi Zero Sugar Raw Cola' in China, marking the first introduction of the 'raw' concept in the country's carbonated beverage market. The product offers a stronger bubble experience and continues the sugar-free, zero-calorie formula, delivering a more intense and refreshing 'sharp taste.'
FBIFRiding the Cycle: Becoming a 'Retention Brand'
On April 6, at the main forum of the 2023 (8th) China FMCG Innovation Conference, New Distribution specially invited Qiang Guangliang, Director of Brand Operations at WeChat Pay. WeChat Pay has established an open cooperation network for the industry, focusing on the connectivity of the WeChat ecosystem. Qiang and his team led the development of solutions for modern and traditional channels, leveraging WeChat Pay's offline merchant network to help brands grow and service providers achieve win-win cooperation.
强光亮Jiang Nanchun: Navigating Cycles, Resilient Growth, Building Strong Chinese Brands
Jiang Nanchun, CEO of Focus Media, discusses how Chinese enterprises face multiple economic cycles, with diminishing demographic dividends and rising traffic costs. He argues that building high-quality brands is the fundamental way to navigate uncertainty, emphasizing the importance of innovation, differentiation, and occupying consumer mindshare.
江南春The Restless Wang Laoji
Wang Laoji herbal tea, founded during the Daoguang reign of the Qing Dynasty, has a history of nearly 200 years. After years of stagnant sales, a successful repositioning in 2002 with the 'fear of getting heaty' concept propelled it to national prominence, reaching 12 billion yuan in sales by 2008. However, after winning a decade-long trademark dispute, Guangzhou Pharmaceutical Group's over-licensing of the brand has diluted its equity, leading to concerns about its future.
王币池Snack Industry Chaos: Low-Quality Low Prices, Vicious Competition, and Lack of Innovation
As snack stores proliferate, industry chaos is brewing beneath the surface. "With the economic downturn, everyone is jumping into the emerging business model of snack bulk collection stores, but industry insiders should proceed with caution, because once the label of low quality and low price is formed, it will be difficult to reverse consumer perception," said Chen Hai, an industry insider focused on leisure snacks, to Ling Shou. Several leading brands in this emerging model, such as Snacks Busy, Zhang Yiming, Snacks Youxuan, and Snacks Youming, have attracted significant capital in recent years, but as the spotlight intensifies, the strengths and weaknesses of these enterprises are gradually becoming apparent.
晴山New Product Launch During Peak Season: Dayao Beverage's Seven 'Don'ts' for New Product Promotion
At the 8th China FMCG Innovation Conference in 2023, New Distribution invited Yun Zhixing, National Marketing Director of Dayao Beverage, to deliver a speech titled 'Seven Don'ts for New Product Promotion'. Yun, a former manager at Yili and partner at a marketing consultancy, shared insights from Dayao's rapid growth, which saw sales exceed 3 billion yuan in 2021, emphasizing the importance of market validation, channel selection, and avoiding common pitfalls in new product launches.
贠志兴How Many Marketing Concepts Does It Take to Sell a Bottle of Water for 50 RMB?
Sisyphus first asks: when buying bottled water, do you really care about the brand? Do you carefully find the Ice Dew in the corner, grab the most widely distributed Nongfu Spring or C'estbon, or seriously look for 'aristocrats of water' like Perrier or Ganten? A few days ago, Toutiao Ge discovered that Jinmailang, which once sold plain boiled water at a premium, has launched a new high-end bottled water brand called 'Jinkuang'. A simple bottle of water—how can you use 'marketing' to give it a boost?
西西弗斯Navigating Cycles for Resilient Growth: Building High-Quality Chinese Strong Brands
At the 2023 (8th) China FMCG Innovation Conference, Jiang Nanchun, founder and chairman of Focus Media, delivered a keynote on building resilient brands. He emphasized that despite market volatility, China's consumption upgrade is driven by the pursuit of a better self, and brands must focus on winning consumer hearts through high coverage, quality, and impact, using a combination of online and offline media.
江南春China's Instant-Retail Beer Opportunity
A joint report from China Resources Snow Breweries, Meituan Flash Buy, and iiMedia mapped how rapid local delivery expands beer occasions, product variety, freshness, and brand–retailer data coordination.
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