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 47 of 196
Abbott Exits, Nestlé Pushes In: Where Are the Opportunities in China's Formula Market?
After the melamine scandal, how did domestic formula brands rise quickly from the ruins? After losing its leading position, where is the opportunity for Nestlé's infant formula to overtake on the curve?
李相如High-Debt Model Fails, Better Life Chain on the Brink of Collapse
Traditional large supermarkets are undergoing a deep transformation. On December 14, Better Life Commercial Chain Share Co., Ltd. announced a major strategic adjustment, including closing and exiting the Sichuan market, shrinking Jiangxi to three cities, and closing inefficient loss-making stores in Hunan and Guangxi, while continuing to operate shopping malls and department stores. The company expects closure losses of 300-500 million yuan.
勾勾Entering the Prepared Food Industry: Beware of Dying on the Supply Chain
The prepared food (pre-made dishes) market is highly attractive, with a market size exceeding 300 billion yuan and projected to surpass one trillion yuan by 2026. However, the industry faces homogenization, and supply chain capabilities are crucial for long-term competitiveness, as they determine cost-effectiveness, freshness, and adaptability.
FBIFHealth Wine Enters the Era of Three Kingdoms
In the post-pandemic era, consumer health needs are driving a new wave of health wine. The future of health wine lies in the strategic moves of leading brands like Hainan Yedao, Zhu Yeqing, and Maopu, which are exploring new directions in product positioning, market expansion, and capital restructuring.
陈沛Hubang Chili Sauce: Structural Changes Expected in the Chili Sauce Industry in the Next 5-10 Years
Founded in 2015, Hubang Chili Sauce avoided industry giant Laoganma and rose rapidly through the food delivery channel, with annual sales exceeding 200 million yuan in 2019 and maintaining double-digit growth this year. Before founding Hubang, Lu Wenjin was Vice President of Marketing at Tsingtao Brewery, leading the team to conquer Shandong market and create the second brand 'Laoshan Beer'. In an exclusive interview with New Distribution, Lu shared his insights on building successful consumer brands.
焦逸梦As a Systems Engineering Endeavor, What Has Aerospace Brought to the Instant Noodle Industry?
In 2022, another 'big year for aerospace,' the Long March 2F Y15 rocket carrying the Shenzhou-15 crewed spacecraft launched precisely on schedule from the Jiuquan Satellite Launch Center, successfully entering its intended orbit, marking another major step forward in China's journey to build its space station. Meanwhile, Master Kong, a long-time partner of China's aerospace program, has once again drawn widespread attention for its years of dedicated investment. Amid fluctuating consumption and increasingly refined demand, instant noodles are facing challenges from new competitors such as food delivery and pre-prepared dishes.
快消君Leisure Snack Track: Entering Three 'Competition Points'?
The leisure snack industry is entering a new inflection point, presenting both challenges and opportunities for overtaking on curves. Recently, Q3 reports from Three Squirrels, Qiaqia Food, Bestore, Lai Yifen, and Yanjin Shop have been released, showing overall improvement, with Bestore stable and Three Squirrels declining. The focus should be on strategic layout and effectiveness, with omnichannel presence, segmented consumption scenarios, and supply chain upgrades becoming key competitive factors.
零售商业评论Dyeing White: Is Beer Moving from Stock Competition to Incremental Competition?
Baijiu is becoming the second growth curve for beer companies, with 'dyeing white' emerging as a new trend in diversification. China Resources Snow Breweries has led the way by acquiring several major baijiu producers, breaking the boundaries between beer and baijiu.
学卖酒，看微酒Community Group Buying's New Label: Launching New Products, Selling White-label Goods
Community group buying is essentially the monetization of group leaders' relationships. Due to the strong ties between leaders and users, what leaders recommend is what users buy. White-label products offer profit margins, and with quality assurance and recommendations, users accept them. Thus, white-label products with quality guarantees become a natural choice for group buying platforms. Supply chains should leverage this feature to launch new products, and white-label products can also seize this opportunity to grow.
刘春雄Consumer's Choice for a Decade: How Master Kong 'Wins' Consumer Mindshare
Over the past decade, despite dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets. According to Kantar Worldpanel's 2022 Brand Footprint report, Master Kong has been named one of China's top ten most chosen brands for ten consecutive years.
艾川2023: 3 Changes, 4 Trends, and 3 Suggestions for Consumer Brands
This article shares my views on consumer brand building in 2023, summarizing three changes, four trends, and three suggestions. Before diving in, I urge you to return to first principles and calmly consider the essence of consumption, as we often get lost in tactics and forget the fundamentals.
李倩Channel Strategy Without Execution: How Can There Be Channel Competitiveness?
Channel competitiveness is a core asset for FMCG companies. This article discusses ten key considerations in channel strategy, including channel definition, SKU matching, channel prioritization, coverage requirements, execution standards, territory planning, visit planning, outlet rating, market mapping, and channel performance forecasting.
高级研究员 海游Why Do Many New Consumer Brands Fail Offline?
In specific scenarios, whoever solves the consumer's problem becomes their first choice. Many new consumer brands that thrived online are struggling offline due to different underlying logic and the complexity of offline operations.
周群Annual Sales of 2.2 Billion Yuan: How Can a Bag of Noodles Support an IPO?
In the consumer sector over the past two years, the kitchen has been a common scene, with smart kitchen appliances, condiments trending on social media, and prepared dishes booming all year. In contrast, traditional staples like rice, flour, and oil have been lukewarm, much like their position in young people's kitchens, tucked away in corners. Recently, food company Xiangnian Food filed for an IPO on the Shanghai Stock Exchange. If successful, it will become the second listed noodle company on the A-share market after Kemen Food.
青翎Coconut Juice Track: Can Break Out, but Hard to Break Regional Bottlenecks
Have you ever drunk a coconut juice called Special Forces? For this question, people from different places will give completely opposite answers. At a banquet in Jiangsu, a friend told me that locals only choose Special Forces for coconut juice. Compared to Coconut Palm coconut juice, which created the category in 1988, Special Forces coconut juice appeared twenty years later. But in terms of revenue, Special Forces is second only to Coconut Palm; in 2016, its sales in Jiangsu Province alone reached 1 billion yuan. This makes one curious: in the coconut juice market where Coconut Palm firmly holds the leading position and the pattern is relatively solidified, how does Special Forces take root and become the synonym for regional coconut juice? As a microcosm, what opportunities and difficulties does Special Forces reflect in the coconut juice track? (Note: Special Forces coconut juice has now been renamed SUSA; this article continues to use Special Forces.)
湃动研究院The Trillion-Yuan Beverage Market Is Surging: Are There Still Big Opportunities in Small Categories?
Catching the right trend and choosing a highly differentiated small category makes it easier to survive in the fiercely competitive beverage market. China's non-alcoholic ready-to-drink (NARTD) market is a trillion-yuan market, large and steadily growing, attracting many players and creating many wealth myths over the years.
沙华When Launching New Products, the Most Overlooked Aspect is the Key Account Launch Action Plan
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through meticulous, professional management. This article, part of a series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on the often-neglected customer-specific launch plans for new products in modern trade, providing a detailed framework to improve success rates.
曹扬Geoffrey CaoLurking in China for Decades, These 'Fake Domestic Brands' Quietly Earn Billions
Many brands that appear to be Chinese domestic products have actually been acquired by foreign companies, such as Dabao and Zhonghua toothpaste. This article reveals these 'fake domestic brands' and discusses the reasons behind their decline and the resurgence of genuine Chinese brands.
佳佳Distributors' Self-Transformation: No Longer Just 'Porters' for Brands
Distributors who turn crises into opportunities often win through systematic thinking and holistic innovation. In 2022, a year of market volatility and pandemic-driven changes, distributors faced numerous transformation challenges, with many feeling like mere 'porters' for brands, burdened by high costs, low profits, and risks. To thrive, they must upgrade their management systems in eight key areas.
程英奇Prepared Dishes Are Not a Savior
In August this year, in a warehouse in Linping District, Hangzhou, boxes of boiled soy sauce and pickled fish packets were neatly stacked in a temperature-controlled assembly workshop, their fate hanging in the balance. "Qudian is no longer doing prepared dishes," the warehouse manager told Ebrun Power. This year, they built a low-temperature warehouse to pack and assemble Qudian's prepared dish kits and side dishes, which were then delivered to consumers by courier. But soon, this cooperation ended with Luo Min clearing his Douyin account. On the C-end prepared dishes table, another player has left the game, but more players are quickly filling the gap.
陈凯乐Who Made Water Buffalo Milk Popular?
In the past year or two, water buffalo milk has broken the spell of 'not spreading beyond Guangdong and Guangxi' and become popular in Shanghai, Hangzhou, Beijing, and other cities. A large number of种草 posts have appeared online, and sales on e-commerce platforms have surged. Why did water buffalo milk suddenly become popular?
连接商业与未来How Long Can Domestic Craft Beer Stay Hot?
As work drains energy, young people turn to coffee in the morning and bars after work, seeking a pleasant buzz. Just as they've moved from instant to specialty coffee, they're now exploring craft beers for a better drinking experience. With unique flavors and higher prices, craft beer is gaining popularity, but how long will this trend last?
公开课白小哲From Positioning to Belief: Consumer Trends and Brand Strategy Shifts Post-Pandemic
Post-pandemic consumer trends have not changed significantly; despite uncertainties and new information, the essence of consumer mindsets remains stable. This article discusses how consumer demographics, mindsets, and market fragmentation are shaping brand strategies in China's new cycle.
丁佳川After the Storm, Will Haitian Fall from Grace?
In October, a wave of food safety issues spread online, affecting everything from food and beverages to condiments. Haitian Weiye was repeatedly trending due to 'Hextech' and accusations of 'double standards.' Now that the truth is out and the heat is fading, this incident has undoubtedly dealt a heavy blow to Haitian. This article discusses what changes the condiment industry will face after this crisis and whether Haitian will fall from its pedestal.
赵胜男