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 43 of 196
During the Adjustment Period of the Baijiu Industry, How Can Brand Marketing Win with Three Strategies?
With the comprehensive development of the digital economy, the baijiu industry is entering an omnichannel era integrating online and offline channels. In a time of deep adjustment and profound changes in the industry landscape, exploring new marketing models centered on users is essential for brand growth. On April 12, at the 108th National Sugar and Wine Fair held in Chengdu, Yin Guanqun, head of Tencent Marketing Insight (TMI), released the "2023 China Baijiu Industry Consumer White Paper" jointly with the China Alcoholic Drinks Association, interpreting core market insights and proposing targeted solutions for brands to seize new opportunities.
New DistributionIn the Next Decade, Brand Mission Matters More Than Brand Positioning
Positioning can create big brands, but not great ones. Great brands like Apple, Tesla, and OpenAI are driven by mission, not positioning. This article argues that in the next decade, brand mission will outweigh brand positioning, and explains how to communicate mission through real people, real issues, and real actions.
梁将军New Spokesperson, New Scenarios, New Flavors: Meco Juice Tea is Very "Mango"
As China's beverage market continues to expand, the tea drink sector maintained high growth in 2023, with ready-to-drink juice tea emerging as a popular category. Among them, Meco Honey Valley Juice Tea is particularly favored by consumers. This phenomenal product, which became famous in the tea industry in its first year, is set to embark on a new journey in 2023.
青山依旧Meidong by Umei Group Takes the National Sugar & Wine Fair by Storm
At the 108th National Sugar & Wine Fair in Chengdu, Meidong, a brand under Umei Group, drew significant attention from distributors due to its natural, healthy positioning and innovative approach. The brand's success is attributed to its alignment with consumer trends, category upgrades, and mutually beneficial partnerships with distributors.
秦淮Channel Model Iteration from the Perspectives of Business and Operations
At the 2023 (8th) China FMCG Innovation Conference, Hai You, partner of New Distribution and expert in offline channel models, delivered a speech on channel model iteration. He analyzed the evolution of channel models from 1.0 to 6.0, emphasizing that the best model is the one that matches a company's own capabilities, and discussed operational upgrades such as efficiency, cost, scale, and consumer reach.
高级研究员 海游Winning in the New FMCG World Means Winning in the Supply Chain
As the FMCG industry enters a new world of transformed consumption, branding, marketing, and technology, the supply chain must also evolve. Ande Zhilian (annto) is at the forefront of this change, advocating for a collaborative approach to supply chain reconstruction that empowers both brand owners and distributors to achieve end-to-end efficiency and business transformation.
陈思廷New Brands Set Their Sights on Small-Town Youth
New brands are collectively moving down-market. While the pandemic brought uncertainty and income insecurity to urban middle-class, it presented a historic opportunity for small-town youth to bridge the information gap. As white-collar workers in first- and second-tier cities struggle with mortgages and shrinking disposable income, young people in small towns are planning their next consumption upgrade.
沥金Cao Hu, Global Partner of Kotler Consulting Group: New Thinking on Brand Strategy in the AI+ESG Era
At the 2023 (8th) China FMCG Innovation Conference held in Chengdu on April 6, Cao Hu, Global Partner of Kotler Consulting Group and President of Greater China and Singapore, delivered a keynote speech on new thinking in brand strategy in the AI+ESG era, outlining future marketing trends and the shift from passive consumers to active creators.
曹虎Exclusive | China Resources Beer CEO Hou Xiaohai's Speech: Braving the New World
At the 2023 (8th) China FMCG Innovation Conference hosted by New Distribution, Hou Xiaohai, CEO of China Resources Beer (Holdings) Co., Ltd., delivered a keynote speech. He shared insights on the 'New World' concept, the transformation of the beer industry, and China Resources Snow Breweries' strategic journey.
侯孝海Walking with Aerospace: Kangshifu's New Proposition for the Era of Quality
Aerospace has always been a fervent aspiration of the Chinese people, but this endeavor is never the work of one person alone—it is the work of many. Behind the gradual realization of China's aerospace dream are enterprises like Kangshifu, which have lent their full support and walked hand in hand with the cause. For six years, Kangshifu has partnered with aerospace, deeply interpreting on the path of high-quality development what it means to 'align with aerospace standards and benchmark aerospace quality,' achieving 'unity of quality and effect' through aerospace.
潮汐商业评论Second-Generation Functional Beverage Benchmark: How 'Gan Qing' Ignited Yunnan in One Year and Expanded Nationwide
In China, tens of thousands of beverages are launched each year, but few succeed. The reasons include a highly homogeneous market with low consumer loyalty, an information-overloaded and multi-scenario communication environment, and the non-planned, immediate nature of beverage consumption, making channel and distribution crucial. Yunnan Gan Qing, launched in December 2021, expanded from its home base to nationwide within a year, covering nearly 100,000 outlets and exceeding 300 million RMB in retail sales. This article explores how they achieved this through effective channel strategy, unique product positioning, and targeted marketing.
任文青AndyTraditional Models Face Challenges, FMCG Distributors Urgently Need Innovation and Change
2023 is an extremely important year for all daily chemical distributors, standing at a crossroads of development, facing new choices and challenges. Looking at the decades-long history of the daily chemical industry, both brands and distributors have adapted and grown within cycles, breaking through them, though some may have lost their way. The industry faces a hurdle every 10 years, where one must either achieve new heights or decline and exit amid the tide of change. Recently, many distributors have communicated with me about how to win the post-pandemic opening battle and achieve new rise. I have distilled three cautions and eight capabilities for distributor innovation and transformation.
程英奇The Secret Behind a 20-Year Best-Seller: A Bottle of Steamed Fish Soy Sauce
A recent court ruling on the imitation of Lee Kum Kee's steamed fish soy sauce packaging has drawn attention. The court found that the combination of dark green background and steamed fish image on the new packaging serves to identify the product and brand, and that Baijiawei and Baijiaxian companies constituted infringement. This article explores why this infringement occurred in the steamed fish soy sauce category and why Lee Kum Kee was targeted, and how companies can avoid imitation and build their own brand.
李相如How FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherThe Secrets Behind the Rise of Consumer Brands Lie in These Three Things
After three years of the pandemic, the common challenge for enterprises is how to lead quickly during economic recovery. The rise of Chinese brands presents both opportunities and challenges, and the key to success lies in innovation, communication, and focus, as demonstrated by brands like Junlebao, Jinmailang, and Luckin Coffee.
节点财经Will the 'Price Inversion Wave' in Baijiu Recede, Starting in 2023?
How to maintain price rigidity for leading products and uphold brand image is the core challenge for liquor enterprises in 2023. In 2022, 'price inversion' became a frequent term in the baijiu industry. After the Spring Festival peak season, a brief 'good start' seemed to signal recovery, but high inventory remains a problem for distributors, and price inversion persists. Yunjiu Toutiao surveyed multiple markets to understand the latest conditions.
云酒After the Consumer Bubble Bursts, Discount Food Shows Its Resilience
Product strength can at best make a snack brand a passable student; to become an excellent one, it still relies on channels and marketing. This is precisely the hardest part. The domestic snack food track has considerable development space, and even with numerous snack brands and products, it can maintain steady growth. However, the snack food sub-categories, such as bread, nuts, biscuits, and preserved fruits, show distinct development states due to different product attributes and industry cycles. This turns our attention to sales channels. New Distribution read a research report from Kaiyuan Securities—'Channel Transformation Leads Enterprise Growth, Chain Discount Store Format Has Broad Prospects'—through which we attempt to analyze which channel best suits the snack food category and what impact chain discount stores have on domestic snack food.
怜舟Empowering an Active Lifestyle: Blue Moon Teams Up with the University Art Expo to Create the Mars Trendy Art Special Exhibition
From March 24 to 26, 2023, the Mars Trendy Art Special Exhibition, co-created by the University Art Expo and Blue Moon, was held at the Wuhan International Convention and Exhibition Center. With the advancement of the University Art Expo's national strategic layout, the expo upgraded its project planning in Wuhan, a central Chinese city, launching the new 'Mars Trendy Art' project to bring a high-quality trendy art event to Wuhan residents.
New DistributionChina Resources Beer Announces 2022 Results, Continues High Growth in the New World of Alcoholic Beverages
Despite a complex and challenging 2022, China Resources Beer achieved sustained growth. On March 24, 2023, China Resources Beer (Holdings) Company Limited (HKEX stock code: 00291) held its 2022 results announcement. The report showed that China Resources Beer's 2022 revenue was RMB 35.263 billion, a year-on-year increase of 5.6%, with net profit of RMB 4.344 billion. Excluding a one-off after-tax gain of RMB 1.316 billion from land transfer in 2021, net profit grew 32.8% year-on-year in 2022. Additionally...
陈思廷FMCG Daily | Tsingtao Brewery 2022 Profit Double-Digit Growth; Coca-Cola's Innocent Discontinues Dairy-Free Drinks...
Tsingtao Brewery's net profit grew 17.59% last year. Coca-Cola's Innocent brand announced it will stop producing three dairy-free drinks made from almonds, hazelnuts, and coconuts.
New DistributionCollection Stores Become a New Growth Driver? White-Label Food Finally Gets Its Due
Every major channel change presents a new opportunity for traffic shifts in the leisure snack industry. From offline KA supermarkets represented by Walmart, to online e-commerce channels, and from brand specialty stores to snack discount stores, channels are continuously evolving, gradually returning to the commercial essence of leisure food—cost-effectiveness. New Distribution read a research report by Huachuang Securities, 'More, Faster, Better, Cheaper: The Rise and Breakthrough of Snack Discount Stores.' The report mainly introduces snack discount stores as a high-cost-performance brand chain format, directly supplied by manufacturers, bypassing distributor markups, thereby lowering product prices to attract consumers.
怜舟Latest Intel from the 2023 Chengdu Sugar & Wine Fair: 200+ Exhibitors, 3,000+ New Beverage Products, the Beverage Industry Barometer Has Arrived!
2023 marks the start of a new phase, the year of new business development, and the rise of the new economy. Against this backdrop, the Pinyinhui Innovative Beverage Exhibition at the Chengdu Sugar & Wine Fair, themed 'Restart Growth,' will be held from April 7 to 11, bringing together over 200 brands and 3,000+ new beverage products to explore industry trends and opportunities.
New DistributionDecoding the Business of Nostalgic Foods
As society rapidly develops, it improves quality of life but also breeds stress and anxiety, leading people to seek comfort in nostalgia. This trend has created opportunities in the food and beverage market, with brands leveraging collective memories and innovative twists to appeal to both nostalgic and novelty-seeking consumers.
foodatalinkThe 'She Power' Selling Snow Beer: Stories of Female Distributors in Longnan and Gannan Markets
In the FMCG distribution sector, female distributors are often overlooked, yet many excel with remarkable business achievements. From February 25 to March 1, 2023, New Distribution journalists drove nearly 2,000 kilometers through several county-level markets in Gansu Province to profile five outstanding female distributors.
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