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 44 of 196
FMCG Daily | Hou Xiaohai: Baijiu is a key focus for China Resources in the near term; Yu Minhong admits East Buy sold farmed shrimp
Hou Xiaohai, Secretary of the Party Committee and CEO of China Resources Beer, stated that baijiu is a key focus for China Resources in the near term, hoping to expand communication and promotion channels with the help of the association. Yu Minhong admitted that East Buy was misled by suppliers and sold farmed shrimp as wild shrimp, emphasizing the need to correct mistakes and avoid repeating them.
New DistributionThere Are 'Gods' at the Frontline: Seeking Advice and Needs from the People
In a recent address, Premier Li Qiang emphasized learning from the masses and conducting grassroots research. This article argues that the frontline market is where consumer insights and solutions are found, and it outlines methods for effective market research, including identifying opportunities, discovering patterns, and developing models.
刘春雄Why Most Sodas at the Spring Sugar Fair Won't Sell Well?
Most soda brands fail because they lack marketing capability despite having production capacity. The key to success is providing an irresistible reason to buy and designing an effective marketing plan around it, as exemplified by Da Yao's focus on the dining channel.
赵波Deepening Channel Roots: Genki Forest's Humble Transformation
In early 2023, media reports highlighted Genki Forest's distributor channel issues, prompting New Distribution to conduct market research. A Genki Forest distributor told New Distribution, "Old Tang is changing, very sincerely." Since its explosive debut, the young brand and its founder Tang Binsen have been media focal points, with discussions centered on marketing tactics and hit products. However, the past two years have seen a shift: the 2021 freezer war and joint crackdown by giants, and in 2022, channel crossing and price chaos, lowered targets, and team restructuring. Now, Genki Forest is actively adjusting its approach, focusing on traditional channel depth distribution to compete with beverage giants.
任文青AndyGPT-4 is Here: It Answered Several Questions About the Future of Consumption, Brands, Marketing, and China
Last night, GPT-4 was officially released! OpenAI CEO Sam Altman introduced it directly: "This is our most capable model yet!" According to OpenAI's official introduction, GPT-4 is a large multimodal model, meaning its input can be text (up to 25,000 words) or images. For example, if you drop a glove, it will fall onto a wooden board, and the ball will bounce off. Even a simple sketch of a website on paper can be photographed and uploaded to GPT-4, which will instantly generate the HTML code for the site.
赵波In-depth Article | Cao Hu: Brand-Led Growth Thinking in the Digital Intelligence Era
The old thinking about brands is being overturned. Brands are not just business results, static mental assets, cognitive assets, or even brand equity; they are becoming an important source and engine of corporate performance growth. Based on years of observation in global and Chinese brand strategy consulting practice, I share insights that may not be universally applicable but represent practical observations and summaries, hoping to expand cognitive boundaries. Overall, global brands face three major challenges: first, generational differences; second, digital invasion; third, wealth polarization.
曹虎Growth of 47% and Penetration Below 5%: Personal Care Brands Race into Instant Retail
In the past few years, retail has undergone significant changes, especially in the channel landscape, with nearly two-thirds of consumers shopping across channels. For personal care brands, the breakthrough lies in finding channels with capacity and incremental growth, and instant retail offers answers. According to the white paper, the personal care category in instant retail is expected to reach 171.2 billion yuan by 2027, accounting for over 20% of all channels, with a market growth rate of 47%.
周群Instant Noodle Market Grows Strongly, Distributors Should Not Miss This 10-Billion-Yuan National Brand
Despite the rapid development of prepared dishes, the instant noodle market continues to grow strongly, with the industry's sales revenue exceeding 65 billion yuan in 2022. Baixiang, a leading national brand with 26 years of history, stands out by offering a diverse product matrix, high-quality products, and strong distributor support, making it an ideal partner for distributors seeking growth.
青山依旧How to Deliver a Hot Starbucks Coffee to a Customer's Car Within Ten Minutes?
Starbucks China is preparing a major customer experience innovation to deliver hot coffee to customers' cars. The challenge is to ensure the coffee stays hot, meaning it must reach the customer within ten minutes of being made. This involves complex coordination of maps, real-time traffic data, store location matching, production, and third-party tasks. The article also discusses how the BIP platform from Yonyou supports such innovations by enabling agile business transformation.
陈思廷FMCG Daily | Haohuanluo responds to Women's Day controversial copy; Beer sector ushers in industry-wide opportunity; JD Retail puts lower-tier markets first in 2023...
Haohuanluo responded to its controversial Women's Day copy, stating it was not intentional and that an investigation is underway. Guotai Junan released a report indicating that the beer sector is facing an industry-wide opportunity. JD Retail has prioritized lower-tier markets for 2023.
New DistributionFMCG Daily | Yanjing Beer Plans to Transfer Controlling Stakes in Two Shandong Subsidiaries; Ajisen Ramen Expects Loss Last Year...
Yanjing Beer plans to transfer controlling stakes in two Shandong subsidiaries. Ajisen (China) Holdings expects a loss for the year ended December 31, 2022. China Resources C'estbon's business growth outpaced the industry in 2022. Other news includes San Yuan Bio exiting the erythritol price war, Keming Noodle's price hikes having little impact on sales, Yili's space probiotics products launching soon, e-commerce logistics recovering in February, and two startups completing funding rounds.
New DistributionDistributor Business Positioning Deviation: How to Position Their Business Behavior?
In the FMCG supply chain, direct sales and distribution models coexist, with the key difference being whether the target customer is the ultimate value recipient. Many distributors mistakenly manage their sales teams using direct sales methods, leading to issues like uncontrolled returns and deteriorating terminal relationships. To address this, distributors should clarify business behavior, strengthen sell-through thinking, optimize distribution practices, and adjust management approaches toward distribution.
涂超The Road to the Summit: 5 Laws of High-End Baijiu Marketing
Baijiu is an industry of time and a famously good business, with top distilleries maintaining ROE above 20% even during the pandemic. High-end baijiu, with its irreplaceable advantages in production areas, cellars, history, craftsmanship, quality, and brand, is scarce. This article summarizes five marketing principles for high-end baijiu: never promote, tell good stories, elite marketing, price priority, and high-profile positioning.
王丹华FMCG Daily | Nongfu Spring Reelects Board; China Tea Plans Shanghai Main Board IPO; Dongpeng Beverage to Focus on Dongpeng Daka...
Nongfu Spring announced its new board and supervisory committee candidates, with Zhong Shanshan continuing as chairman and general manager. China Tea Co., Ltd. updated its prospectus to pursue a Shanghai main board IPO, planning to raise about 1.14 billion yuan. Dongpeng Beverage stated it will focus on promoting its Dongpeng Daka coffee drink this year.
New DistributionWhat Is the Essence of Lightning Warehouses? What Are the Three Links and Three Stages?
A lightning warehouse is an online convenience store or supermarket based on Meituan (or Ele.me). This implies that consumer shopping experiences and perceptions of price, quality, and service are similar to offline stores, and that the business model tends toward franchising. The article also outlines three links (operations, franchising, supply chain) and three stages (operations first, scale second, supply chain final).
陈维龙FMCG Daily | Budweiser APAC's Beer Sales Slightly Up Last Year; Yili Spent Over RMB 600 Million on Share Buybacks; A-Kuan Food Pushes for IPO...
1. Budweiser APAC reported a slight increase in beer sales last year. 2. Yili has spent over RMB 600 million on share buybacks. 3. A-Kuan Food is advancing its IPO plans.
New DistributionNew Consumer Brands' Offline Battle: A Game of Strategy and Symbiosis Between Brands and Channels
Over the past two years, many new consumer brands that started online have decided to go offline. Their motivations vary, but they share a common goal of building more stable channels and creating brands that resonate more closely with consumers. Offline is still fundamentally a business, and these brands must navigate relationships with property owners, channels, and distributors, while also leveraging their online strengths to achieve a synergistic effect.
熊乙Why is Wuliangye Selling 50-Yuan Bottled Liquor?
The high-end baijiu market at 1,000 yuan is hard to innovate further, so Wuliangye has turned its attention to the 50-yuan bottled liquor segment, a market worth over 100 billion yuan that has become a new battleground for baijiu companies in recent years. Wuliangye launched a 59-yuan bottled liquor product, while Moutai and Wuliangye, the two giants, are both seeking second growth curves.
连接商业与未来FMCG Daily | China Resources Beer CEO Sets 10 Billion Yuan Target for Baijiu Segment; Three Squirrels Responds to Former Largest Supplier Smuggling Case...
China Resources Beer CEO Hou Xiaohai announced a short-term target of 10 billion yuan for its baijiu segment. Three Squirrels responded to the smuggling case involving its former largest supplier, Jiangsu Hongbin Food Co., Ltd., stating that cooperation has ceased.
New DistributionDayao 3 Billion, Beibingyang 1 Billion, Bingfeng and Hankow No.2 Also Have Names, but Why Do I Say No Domestic Soda Brand Truly Understands Branding?
The rise of China-chic in recent years has popularized a number of 'domestic soda' brands. According to media reports, Dayao, endorsed by actor Wu Jing, has annual sales exceeding 3 billion yuan; Beibingyang, based in Beijing, has annual sales over 1 billion yuan; Bingfeng, which went public and then quickly withdrew, had revenue over 219 million yuan in the first half of 2021; and Hankow No.2, which became popular with its retro China-chic style and convenience store channels, has annual revenue over 300 million yuan. However, the current situations of these brands differ. Beibingyang advertised during the 2023 Spring Festival Gala, while Dayao closely followed the buzz of Wu Jing's Spring Festival film 'The Wandering Earth 2'...
焦逸梦When Systems Cannot Keep Up with Change, FMCG Needs a “Living” Digital System
FMCG digital systems must balance standardized management with the flexibility of front-line sales. Modular components, visual workflow design, and low-code extension can help the system evolve with the business.
New DistributionFrontline Interview | The Snack Track Is Hot, Why Is This Veteran Snack Distributor Not Optimistic?
Recently, the snack collection store brand 'Zhao Yiming Snacks' completed a 150 million yuan Series A financing round, led by Black Ant Capital with Bestore following. Combined with previous financing news from brands like 'Snack Busy', 'Snack Youming', and 'Panda Momo', snack collection stores focusing on bulk low prices have suddenly become hot. What is a snack collection store? Simply put, it removes the snack food distributor link, directly sourcing or OEMing products from factories, offering low prices and product variety. In other words, it can be seen as a low-end version of 'Bestore'.
陈思廷After Being Featured in the No. 1 Central Document, How Can Pre-Made Dishes Open Up a Trillion-Yuan Market?
The development of pre-made dishes has been a topic of debate in recent years. Amid doubts about the 'post-pandemic cooldown' and a sluggish market after the New Year, the 'Opinions of the CPC Central Committee and the State Council on Doing a Good Job in the Key Work of Comprehensively Promoting Rural Revitalization in 2023' explicitly proposed cultivating the pre-made dishes industry. With the release of the No. 1 Central Document, the industry's future direction has been clarified, and it is expected to develop more healthily, rationally, and vigorously. This move has injected a shot in the arm for the industry, and with the trends of deep penetration in the B-end and diversification in the C-end, pre-made dishes have officially opened up a trillion-yuan track towards scale and health.
李相如China Resources Beer CEO Hou Xiaohai: People from the 'Old World' Can't Understand How China Resources Will Do Baijiu
On the evening of February 22, at the 'Golden Seed Brand Night' event of the Wine Industry Innovation and Investment Conference held in Haikou, Hou Xiaohai, CEO of China Resources Beer (Holdings) Co., Ltd., delivered a keynote speech. In his speech, Hou Xiaohai clearly and directly answered the industry's main concerns: 'Why does China Resources Beer want to do baijiu?', 'Why can it do baijiu well?', and 'How will it do baijiu?'
陈思廷