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4701 articles · Page 49 of 196
Luzhou Laojiao: A Past It Can't Return To, A Top Three It Can't Enter
During the planned economy era, when Luzhou Laojiao dominated, Fenjiu, Wuliangye, and Moutai were merely emerging players. After painful failures from extreme policies, Guojiao 1573 finally emerged, restoring Luzhou Laojiao's glory. Since 2015, Luzhou Laojiao has repeatedly vowed to return to the top three, but in the first half of this year, it even lost the fourth spot to Fenjiu. What's wrong with Luzhou Laojiao as the top three slip further away?
金梅Genki Forest, Escaping from Sparkling Water
Genki Forest is facing challenges from beverage giants, with its revenue growth slowing and its sparkling water product reaching a bottleneck. The company has invested in 11 projects in two years and is expanding into new categories and channels to find a second growth curve.
成如梦2023 Budget: A Few Suggestions on Regional Market Expenses
In October, most FMCG companies have started their annual budgeting. This article offers several reminders on expense budgeting to help companies avoid repeating the mistakes of the past year.
高级研究员 海游China's Service Marketing: A Decade of Strides
Over the past decade, China's service industry has accounted for over 53% of GDP, moving steadily towards the 70% high point of developed countries. Among them, emerging service industries have become the new engine of service industry growth in the digital era, characterized by high knowledge density, high technology content, high added value, and strong driving force; producer services have entered a period of rapid growth, supporting manufacturing to move towards the mid-to-high end of the value chain; the trend of servitization in manufacturing is obvious, with the tip of servitization transformation showing. Service is the common language of all industries; all industries are service industries. No matter how the macro economy and micro market change, service marketing...
贾昌荣ChaCha's Financial Report Raises Concerns: How Much Marketing Imagination Does It Have Left?
ChaCha Food, once hailed as a top performer in the snack industry, has seen its recent financial report cause disappointment among shareholders and capital markets, with its stock price plunging 9.7% on the day of the report despite growth in both revenue and profit. The question arises: can its original sunflower seed business still drive the company's 10-billion-yuan target? Amid weak growth in single products, should the company adopt a diversification strategy?
李相如The Coffee Industry Breakout: A Multinational and Yunnan Coffee Beans' 34 Years
On August 5, the opening day, these men and women had to wait 30 minutes outside the store, and another 20 minutes inside before getting a cup of Blue Bottle coffee. In Shanghai's Jing'an Kerry Centre, adjacent to the resplendent Jing'an Temple and amidst one of the densest areas of high-end department stores, Nestlé's Blue Bottle opened its second store in mainland China. Outside, young people continuously came to check in, also attracting some fashionably dressed elderly Shanghainese-speaking aunties and uncles. Just as they had previously rushed to new popular stores in the 'Jufuchang' area, the city's trend scouts would not miss this coffee brand that values store environment.
孙行之Distributing Top Frozen Food Brands like Yili, Ba-Shi, and Sanquan, He Achieved 10x Growth in Nearly a Decade—How Did He Do It?
Amid the pandemic, while most industries struggled, ice cream became one of the few sectors to buck the trend. With mid-to-high-end products increasingly dominant, how should ice cream distributors adapt? New Distribution interviewed Wu Xiaoping, GM of Hangzhou Nongmi Food, who has deep experience in the ice cream and frozen food industry for over 20 years, distributing brands like Yili, Ba-Shi, and Zhong Xuegao.
赵胜男Snack Industry Battle Reignites: Old Internet Celebrities Hit Bottlenecks, New Ones Grab Market
Qiaqia Food once mentioned at a promotional event that the worse the economy, the more snacks are needed to relieve stress. From White Rabbit, Uni-President, and Want Want in the early 1990s to Bestore, Three Squirrels, and Lai Yifen in the 21st century, China's snack industry has evolved over three decades. Now, new-style roasted nuts have become the new favorite, with Xueji Roasted Nuts recently completing a 600 million yuan Series A round funded by Meituan Longzhu and Qicheng Capital.
王慧莹How to Surpass Red Bull?
01 Is Red Bull unbeatable? Recently, while chatting with a friend in the beverage industry, he shared his view that after years of observation, Red Bull is truly the ceiling of functional drinks and the absolute hard currency in the beverage market. Despite the fierce competition between Huabin and Tians, it seems almost impossible for outsiders to break into this market. Is that really the case? This sparked some thoughts in me: There are many new consumer entrepreneurs making tea, sparkling water, and soda, but why hasn't a new consumer brand emerged in functional drinks? The innovation capability of Genki Forest...
赵波Methodology for Capturing Category Share in Modern Trade Stores
Despite declining offline foot traffic, offline channels remain crucial. To maintain and grow share, FMCG companies must focus on professional management of key accounts. This article, part of a series by New Distribution with former Coca-Cola China executive Cao Yang, explains why sales teams neglect share, outlines general methods to capture share, and highlights three key points: professionalism, control, and balance.
曹扬Geoffrey CaoTen Years of Turbulence: Evolution and Trends of China's Marketing Path
Ten years to sharpen a sword, ten years is a small cycle; 'thirty years east, thirty years west,' thirty years is a large cycle. Examining a small cycle, such as the past decade (2012-2022) of China's marketing, requires placing it within a larger long-term context to better understand its origins and trends. The longer the cycle, the more significant the patterns.
胡志刚 郭立新The Era of Winning with Marketing Alone in the Cheese Industry Is Over
Cheese, once a niche product in China, has grown into a market exceeding 10 billion yuan, driven by children's cheese sticks. However, with new national standards and intensifying competition, the industry is shifting from marketing-driven growth to a focus on quality and differentiation.
田巧云Why Have the 'Internet-Famous Milk' Brands from Your Hometown All Disappeared?
Kedi Dairy, a once-popular 'internet-famous milk' brand from Henan, has entered bankruptcy reorganization. The company, which was delisted from the A-share market, received a court ruling on September 9 to accept the reorganization application. This article explores the rise and fall of Kedi Dairy and the broader challenges facing regional dairy companies in China.
欧锦Food and Beverage 'Assassins' Emerge Frequently, Kunlun Mountain Mineral Water Wins with Quality
As the 'ice cream assassin' controversy settles, 'baby water assassins' follow suit. Some food and beverage products pursue high prices without corresponding quality, leaving consumers feeling 'stabbed' after payment, which not only affects brand favorability but also disrupts normal market price expectations. In contrast, some high-quality natural mineral waters still adhere to a people-friendly pricing strategy. With improved quality of life, the health benefits of minerals have received unprecedented attention, and mineral water is gaining popularity for its purity, naturalness, and richness in beneficial minerals...
高级研究员 海游From Group Buying 'Hot Products' to Group Buying 'Brands': Iterative Innovation in Group Buying Supply Chains
Community group buying has evolved from incremental growth to quality improvement, with capital-backed platforms like Meituan, Duoduo, Taobao, and Xingyou leading, while local platforms thrive nationwide. This has enabled the rise of 'group brands' such as Xinjiang dairy brand Tulaolao and traditional brand Lvling's new snack Huohou Roasted Walnuts, which sold 4.36 million boxes in 8 months. The article analyzes the market status, strategies, underlying logic, and future landscape of group brands.
黄腾飞Who Wants to Replace Yili and Mengniu?
In the life of consumer Amy, milk is a staple necessity. As a child, she drank fresh milk delivered to her door, but as that old sales model faded, her family switched to classic Yili and Mengniu products and local pasteurized short-shelf-life milk. Recently, she has noticed more changes, with unfamiliar, better-packaged low-temperature milk brands appearing. Her perception reflects a broader trend: China's dairy industry has long been dominated by giants Yili and Mengniu, but now over ten dairy companies are rushing to IPO, and new brands are trying to break through with novel concepts, ingredients, and channels.
深燃团队In-store redemption multiplies by 6, WeChat Pay 'steps in' to help FMCG brands build digital operation positions!
Offline business is tough, and online customer acquisition costs are high—a reality all brands face. Since the pandemic, brands have been building private domains, hoping to create a repeatable, convertible user traffic pool they control. But for FMCG brands, private domains are not simple. On one hand, due to long-term offline focus and lack of digital experience, they may invest heavily but find limited value, unable even to calculate ROI. On the other hand, according to industry research, over 80% of merchants report that private domain costs have risen by an average of 40% since initial setup!
任文青AndyLow-temperature Fresh-cut 'Shu Xiaohuang': Innovating the Potato Snack Category
Despite the pandemic hindering the foodservice industry, leisure snacks have emerged as a new wave of consumption. With the rapid development of China's e-commerce platforms, consumer demand is trending toward quality, health, and personalization, prompting snack brands to enrich their offerings and accelerate health-oriented development. For example, French fries: most people think of KFC or McDonald's fried fries, high in oil and calories, expensive, yet enduring in China for 30 years due to their addictive nature. Mai...
沙华Startup Brands: If You Can't Win the "Area," Focus on Winning the "Store"!
Core terminals hold significant value for startup brands. 1. I propose that due to resource constraints, startups should shift from "outlet development" to "enhancing outlet competitiveness," and from "winning at the terminal" to "winning among core terminals." In short, with low sales, low profits, and limited budgets, survival requires focusing resources on select outlets, building core terminals, and collaborating symbiotically to gradually influence a wider area. 2. Startup brands need to leverage the brand power of retailers, for example...
高级研究员 海游High Prices of Internet-Famous Products: The Tears of OEM Factories Behind Them
A recent hot search topic on Weibo highlighted that the same product can cost 14 times more when sold by an internet-famous brand compared to its OEM factory's own brand. While some argue that the same factory does not guarantee identical raw materials or quality, the issue of inflated prices driven by internet-famous products has drawn public attention.
陈法善This Year, VCs Are No Longer Looking at Low-Alcohol Drinks
VCs have stopped paying attention to low-alcohol drinks, a once-hot new consumer track. After a funding frenzy in 2021, investment cases have plummeted in 2022, and the logic that low-alcohol drinks would replace baijiu is being questioned.
杨文静Genki Forest Strategic Investment in Seasoning Company: What New Opportunities for This Xi'an Legacy Brand?
On September 19, an announcement about the capital increase and share expansion project of Xi'an Sun Food Co., Ltd. drew attention. It showed that Genki Forest (Beijing) Food Technology Co., Ltd. obtained strategic investor qualification with an investment of over 54.33 million yuan for a 30% stake, while Jiaxing Jianshe Chenyue Equity Investment Partnership (Limited Partnership) obtained financial investor qualification with over 45.27 million yuan for a 25% stake. The public notice period is September 19-23, 2022. Barring unexpected events, Genki Forest will inject fresh blood into this established company, complementing resources to make strides in the food sector, especially in the seasoning track.
冯瑶The "Fragmentation" Phenomenon of Carbonated Drinks
Whenever Buffett raises a can of 80-cent Coke, he moves a step further from his $118 billion fortune. Coke won't depreciate Buffett's assets, but it might cause the 91-year-old to suffer from osteoporosis, indigestion, tooth decay, kidney stones, and more frequent urination. Even if he were 80 years younger, it would be the same.
华商韬略Category Nutritional Value Regains Attention, Soy Milk Has All the 'Right Time, Place, and People' for a Boom!
Recently, the launch conference for the 'Soy Milk Nutrition, Health, and Consumption Consensus' and the initiation ceremony for China's Soy Milk National Nutrition Balance Plan were held in Beijing. Authoritative academicians and industry experts from multiple fields such as food science, nutrition, and public health gathered to witness the release of the Consensus, initiated by the China Food Industry Association and compiled by the National Institute for Nutrition and Health, Chinese Center for Disease Control and Prevention. Undoubtedly, this is a milestone for the soy milk industry, transforming the category from past consumer perceptions of 'neglect,' 'irrationality,' and 'unscientific' to a new understanding.
秦淮