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 50 of 196
The Second Half of Unmanned Retail: FMCG Tactics on the Left, Deep Channel Cultivation on the Right
The once-cool unmanned retail industry is now warming up. The brand 'Cai Fangbian', which bet on the unmanned retail track, recently received 5 million yuan in angel round financing. Amid repeated pandemic outbreaks, pre-made dishes delivered via unmanned retail have become a good near-field retail business. In May, Beijing Youbo Online Technology Co., Ltd. formally submitted its IPO prospectus to the Hong Kong Stock Exchange, again aiming for the 'first vending machine stock'. Additionally, FMCG beverage companies such as Coca-Cola, Nongfu Spring, and Genki Forest have increased their bets, accelerating the deployment of smart cabinets.
锌刻度Who Made Niche Milk Popular?
In recent years, more consumers have fallen for niche milk brands, often from regional dairies, and actively recommend them on social media. Despite the dominance of major dairy brands, these niche milks are gaining popularity, but their long-term success remains uncertain.
AI财经社Selling 3 Billion, the Brand Revelation of Dayao Soda
In 2021, Dayao soda sales exceeded 3 billion yuan, nearly matching the sales of Nongfu Spring's NFC juice; from a regional brand originating in Inner Mongolia to penetrating 31 provinces across the country, its coverage of terminal outlets has exceeded 300,000, breaking the competitive pattern of soda brands "carving out territories" in their respective regional markets. From obscurity to "King of Northern Beverages," how did Dayao rise abruptly? What development opportunities remain for soda brands like Bingfeng, Beibingyang, and Tianfu Cola that are peers with Dayao?
李相如The Dividend of 'Lethal Big Wusu' Fades, Chongqing Brewery Hits Growth Bottleneck
Like the foam in beer, the secondary market seems to have overly high expectations for Chongqing Brewery's story. The previous one was the hepatitis B vaccine, and this time it's the 'premiumization transformation'. In the first half of 2022, the company's gross margin declined and its market value halved, as the growth of its high-end products, especially the Wusu brand, slowed down.
李平Young People Are Done with Consumption, Brands Still Want to Upgrade?
Another friend's company went bankrupt. Two years ago, it was a hot new consumer brand, but after a cycle of financing and burning cash, it collapsed. Many similar brands are now struggling or dead, while suppliers behind them are thriving.
赵小爅Baishanzu's "Three No" Rice Topping Sauce Ad Hits Focus Media, Challenging the Status Quo of the Sauce Market
Rice topping sauce, dubbed the "rice devourer's神器" by young people, is riding the wave of its category to stir up a multi-billion yuan market. With traditional giants doubling down, emerging brands surging, and capital chasing, the rice topping sauce track is bustling with activity. Recently, the new brand Baishanzu launched its creative ad "I'm proud, I'm a 'Three No' product" on Focus Media's elevator screens, attracting young consumers and igniting a new wave of no-additive, health-conscious upgrades in the rice topping sauce category.
New DistributionHow Should Traditional Enterprises Build a Youthful Brand Image?
In the food retail industry, products such as canned food, self-heating meals, instant noodles, microwave meals, and beverages are constantly emerging. Behind these new products, a group of traditional enterprises adhere to differentiated marketing and solidify their market position through unique product positioning. Yinlu, known for its eight-treasure porridge and peanut milk, faces the challenge of capturing the attention of a new generation of consumers amid the impact of emerging e-commerce brands.
New DistributionReflections on the Want Want Incident: How Can Old Brands Stay Relevant?
How can old brands stay relevant? This is a question that Want Want, and many others, must consider. Want Want, a 60-year-old Taiwanese enterprise, recently topped Weibo's hot search, sparking a wave of 'wild consumption' that boosted its sales. However, such emotional buying is fleeting; the brand's deep history is what truly resonates with consumers, and converting this surge into lasting brand equity is the real challenge.
孙美娜Behind the Boom of Children's Snacks: Real Demand or Fake Concept?
A new buzzword has emerged in the capital market: "children's snacks." As post-90s generation, our snacks from childhood to adolescence and adulthood had no clear demarcation, mainly consisting of foods suitable for all ages like Xizhilang jelly, Lay's potato chips, Weilong spicy strips, Mimi shrimp crackers, and Want Want milk. In other words, there has always been a conceptual gap between infant food and adult food. On June 15, 2020, China's first group standard for children's snacks, "General Requirements for Children's Snacks," was officially implemented, which for the first time proposed the concept of "children's snacks"—foods suitable for children aged 3-12, consumed outside regular meals to supplement nutrition, balance nutrition, or increase water intake, and to relax and delight the mood.
柳丁是Goodbye, Million Sales Assistants
Today, whether in retail stores or restaurants, the most noticeable difference from a decade ago is the near disappearance of sales assistants. This article explores why the sales assistant model emerged, why it has vanished, and what brands can do at the point of sale in its wake.
陈思廷Functional Beverages Remain Hot as New Players Enter the Market
The functional beverage industry is becoming increasingly segmented, requiring innovative marketing approaches. In the first half of 2022, Dongpeng Beverage reported revenue of 4.291 billion yuan, with its flagship product Dongpeng Special Drink contributing 4.118 billion yuan, over 96% of total revenue. As more players enter the market, competition intensifies, and differentiation becomes key.
许礼清 孙吉正China's 30-Year Water War: From Purified Water to Boiled Water
The history of China's bottled water market is largely shaped by marketing campaigns, with the rise of giants and shifts in dominance often accompanied by new concepts and marketing tactics. In recent years, 'boiled water' has become a new battleground, with major players like Master Kong, Uni-President, Jinmailang, and Nongfu Spring launching similar products, though industry insiders argue that the marketing significance outweighs the actual benefits.
有趣有料有价值Tongue Hero closes stores in multiple cities, Weizhixiang's single-store annual gross profit is 6,820 yuan, who exactly is eating prepared dishes?
Recently, Lu Zhengyao's prepared dish brand Tongue Hero has seen closures in multiple stores across several cities, drawing attention. Earlier, a franchisee revealed that after four months of operation, they hadn't even earned back their electricity costs, and many franchisees said current store repurchase rates are low, with only 9.9 yuan products selling well. Similarly, someone calculated for the C-end prepared dish brand and listed company Weizhixiang: its 2021 annual report shows 1,319 franchise stores contributed 346 million yuan in revenue, averaging 262,300 yuan per store annually, with an average gross margin of 26.01%, resulting in an annual gross profit of only 6,820 yuan per store.
焦逸梦Genki Forest Goes to the Countryside: Who's Crying?
Genki Forest is expanding into lower-tier markets, posing a potential threat to local beverage brands. However, local brands may not need to worry as consumers in these markets are tolerant of multiple brands, and some regional brands are successfully going national by leveraging nostalgia and innovation.
市场风向标ROI Over 4.0! How Did This Marketing Strategy, Validated by Yili, Achieve Great Success?
In the past, brands could succeed simply by advertising and distributing products, even if they were far from consumers, achieving sales of hundreds of millions or even tens of billions. However, advertising marketing has entered a period of stock, and the era of buying traffic with money is over. According to the National Bureau of Statistics, the growth rate of total retail sales of consumer goods from 2019 to 2021 was only 3.9%, significantly lower than the 6.8% annual growth rate of the previous three years (2016-2018); offline retail growth almost stagnated, with a growth rate of only 1% from 2019 to 2021. This also means...
任文青AndyA Dying Mom-and-Pop Store in a Third-Tier Town
Mom-and-pop grocery stores are being squeezed out by chain snack retailers. This article tells the story of Old Zhang's store in a third-tier city, which has seen a 40% drop in revenue and faces an uncertain future.
五环事务所Embracing Aerospace for Five Years: How Far Has Master Kong Evolved?
Over 40 years of reform and opening-up, many enterprises have achieved significant development rooted in China and grown into pillars of their industries, such as the well-known FMCG brand Master Kong. This year marks Master Kong's 30th anniversary. For 30 years, Master Kong has adhered to its development direction and continuously improved its development philosophy. In recent years, it has become a partner of China's aerospace program, even using aerospace to empower its brand for five consecutive years, focusing on a cause seemingly unrelated to the food industry. What changes has this five-year aerospace cooperation brought to Master Kong, and what new gains has it achieved?
江瀚视野观察Nongfu Spring Releases Half-Year Report: Revenue and Net Profit Both Increase, Sugar-Free Tea Drinks Lead New Direction!
On August 24, Nongfu Spring Co., Ltd. released its 2022 interim results. The report shows that in the first half of 2022, Nongfu Spring's revenue was RMB 16.599 billion, a year-on-year increase of 9.4%; profit attributable to owners of the parent was RMB 4.608 billion, up 14.8% year-on-year. Basic earnings per share were RMB 0.41, up 13.9% year-on-year.
New DistributionWhy Distributors Struggle to Sell New Products?
Distributors often complain about thin margins, yet new products with better profit potential fail to sell well. The core issue lies within distributors themselves, specifically in their distribution and sell-through capabilities, as well as their sales teams' limited time and incentive structures.
周群Instant Noodle Giants Converge: Is Boiled Water the Next Battlefield for Bottled Water?
Following purified water, natural water, and mineral water, the 'battle of the gods' in the boiled water market is intensifying. Recently, Uni-President launched its new product, GQ Cold Boiled Water, marking the entry of the instant noodle trio—Jinmailang, Master Kong, and Uni-President—into this segment, alongside other giants like Nongfu Spring and Want Want.
青翎The Elusive Trend: Why Sports Drinks Are No Longer Selling
Failing to secure their core consumption scenarios and target audiences is the most awkward position for sports drinks. After Mizone's explosive debut in 2003, it led a wave of 'sports drinks' trend, but after its peak, Mizone has been teased for poor sales, and Scream only appears in 'worst-tasting drinks' lists and videos about using its bottle as an oyster sauce container.
IC实验室CCTV.com 'Super Factory' Visits Weilong's Trustworthy Factory: Weilong Defines the Industry Ceiling with 'Trustworthy Latiao'!
Weilong, known for its marketing prowess, has built a strong brand through consistent product quality and safety. CCTV.com's 'Super Factory' program recently visited Weilong's factory, showcasing its advanced production processes and the launch of its 'Trustworthy Strategy' to further solidify consumer trust and industry leadership.
冯瑶Latest! Insights from COFCO Coca-Cola's Interim Report: Sugar-Free Products Continue Strong Performance in H1 2022 Beverage Industry
China Foods Limited, a COFCO Group listed company and one of Coca-Cola's partners in China, released its 2022 interim results on August 23, showing strategic resilience. Revenue reached RMB 11.894 billion, up 6% year-on-year, with profit attributable to owners up 19% to RMB 481 million. Despite a decline in sales volume due to the pandemic and international environment, revenue grew, driven by product and packaging optimization, with sugar-free products continuing to outperform.
New DistributionIs Health Tea a False Proposition?
Young people's 'punk health' trend has given rise to health tea drinks like 'stay-up water,' which claim to address health anxiety but may have low nutritional value and questionable efficacy. Despite capital influx and market growth, the category faces challenges in repeat purchases and long-term viability.
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