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.
Related research and analysis
4701 articles · Page 51 of 196
Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy
Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value.
秦淮Craft Beer: Undercurrents Beneath High-Speed Growth
Despite declining production and sales volumes, the Chinese beer market is seeing rising profits as consumers drink less but better. Craft beer, a fast-growing niche within the larger beer category, faces challenges such as lack of industry standards and uneven profit distribution.
郑一鸣Deepening the Catering Economy: What's the Secret Behind JDB's Scene Marketing?
The most coveted market in the beverage industry is undoubtedly the foodservice channel. With massive crowds, perfectly matched scenarios, and high-frequency consumption, foodservice has always been a fiercely contested battleground for beverage brands. But when it comes to rising from foodservice and growing into a national beverage brand, one name cannot be overlooked: JDB. Throughout JDB's creation of the herbal tea category and its miracle of promoting herbal tea from a corner of Lingnan to the national market, marketing innovation in the foodservice channel has played a crucial role. Spicy hot pot paired with the slogan 'Afraid of getting heaty? Drink JDB' has become a classic in scene marketing.
桑榆仁The Path to Popularity of "Gan Mian Hui": Behind Innovation Lies Understanding Young People!
This article discusses two thought-provoking cases in the FMCG industry, then highlights Kangshifu's new product "Gan Mian Hui" as an example of innovation that breaks free from price competition by understanding young consumers. It emphasizes the importance of product diversification and engaging with youth culture to build brand loyalty.
快消君The "Wave" Fueled by Wild Spending: Beware of Being Washed Ashore
Recently, Want Want once again topped the hot search. According to public reports, sales of three classic Want Want products surged by 76%, 87%, and 107% respectively. This is undoubtedly another instance of wild spending. From Erke and Shanghai Bee & Flower to Baixiang Instant Noodles and the recently popular Want Want, cases of wild spending abound. For entrepreneurs, their unintentional actions have become reasons for wild spending in the eyes of consumers. This article attempts to clarify three questions: What are the commonalities of wild spending? Why are consumers forgotten after wild spending? And how should brands address the problems exposed by wild spending?
周氓Can Pre-made Dish Vending Machines Catch On?
Upstream supply chain companies and leading catering enterprises are actively experimenting with pre-made dish vending machines. Can this business model succeed?
王楚湉 月半How China Resources Beer Sustains Growth in the 'Quality Era': Insights from Its 2022 Interim Report
China Resources Beer's 2022 interim results show revenue of RMB 21.013 billion, up 7% year-on-year, and net profit attributable to shareholders of RMB 3.802 billion, up 27.8%, with premium beer sales growing 10%. The company's strategic focus on premiumization and market segmentation offers valuable lessons for FMCG brands navigating cost pressures and economic downturn.
陈思廷The Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, new consumer brands have risen rapidly online, but as online traffic costs increase, they must explore offline channels. Success hinges on creating strong associations between products, scenarios, and target audiences, and establishing a stable value chain to ensure distribution and repurchase.
赵波How to Leverage Variety Shows to Convert Brand Power into Sales Power?
With an increasing number of variety shows, more FMCG brands are sponsoring them, with FMCG accounting for 50% of the sponsorship market. Among the top shows in the first half of the year, "Infinity and Beyond" stood out, and Lee Kum Kee's sponsorship is analyzed from three dimensions: brand value, product value, and channel value, to help distributors understand what makes a good sponsorship and how to turn brand power into sales.
秦淮The Resurgence of Want Want: Thirty Years of Transformation in China's Domestic Snack Industry
Following the 'wild consumption' of Hongxing Erke due to its charitable actions, the 'national snack' brand Want Want has recently experienced a similar surge in popularity. On the afternoon of August 5, topics related to Want Want trended on social media, with over 1 billion reads and 367,000 discussions. Live streams on Want Want's multiple accounts saw a flood of users, with 'Want Want Food' attracting 1.3 million views and sales exceeding 1.2 million yuan, while 'Want Want Food Factory Store' drew 1.2 million views and sales over 1.715 million yuan. Unlike previous cases, Want Want has never been far from consumers' sight, and its resurgence has sparked a nostalgic review of the thirty-year evolution of China's domestic snack industry.
惊蛰研究所消费组A Major Beer Distributor's Waterloo in Cross-Province Expansion
In June 2022, Xie Min, a top beer distributor, ended her 300-day attempt to expand into a new market, facing failure due to conflicts with the new management team and incompatible channel models. The article analyzes why her cross-region expansion failed and offers lessons for other distributors.
陈思廷Genki Forest's 'Cooler Defense War' That It Cannot Afford to Lose
In 2020, Genki Forest's management held an internal discussion on how giants could destroy the company, foreshadowing intense competition. Over the following two years, Nongfu Spring and Coca-Cola led a crackdown, and in 2022, Genki Forest shifted from an internet-plus beverage company to a traditional food and beverage enterprise, aggressively deploying coolers and offline marketing while facing slowed revenue growth.
袁喜乐Three-Pronged Approach: How Tsingtao Youjia Opens Up New Consumption Scenarios?
The long-missed hustle and bustle of daily life is returning with the surprise of new consumption. More consumers are noticing a new item on restaurant beverage menus: Youhuojia 5100 Tibet Glacier Mineral Water. Recently, Tsingtao Youjia Health Beverage Co., Ltd. and Tibet Glacier Mineral Water Co., Ltd. jointly announced the launch of a co-branded product, "Youhuojia 5100 Tibet Glacier Mineral Water."
New DistributionThe Mid-Game Battle of Craft Beer: With Only 2% Consumption Share, Where Are the Opportunities to Break Out?
Craft beer's growth in China is strong but its market share remains small at just 1.9% of total beer consumption in 2020. The path to mainstream adoption faces challenges in price, channels, product, and promotion, but companies like Hema and Lehui International are finding ways to break through.
刺猬公社编辑部In the Era of Good Consumers, Building a Brand Starts with Product Excellence
China's consumer era can be roughly divided into three phases. The first phase, from reform and opening up to 1998, was about having products, with township enterprises as the mainstream. The second phase, from 1998 to 2015, was about quality, as manufacturing surged and consumers began to value quality and functionality. The third phase, from 2015 to the present, is about wanting 'good' products, where consumers are more discerning and brands must compete on product excellence rather than just concepts or marketing.
沈帅波The Golden Ratio of Advertising Budgets: 7:3, How Far Are You From It?
As is well known, the subtle and beautiful golden ratio is 0.618, existing in every corner of the world. In brand advertising budget allocation, the golden ratio is approximately 0.7—70% brand advertising plus 30% traffic advertising. But interestingly, when leaving the three-dimensional world and entering the two-dimensional universe, the golden ratio tends to exaggerate—eyes are bigger, legs are longer, and Da Vinci's human figure no longer conforms to 'trends.' The same applies to advertising budgets: in the two-dimensional world, people are dazzled by traffic, and there are waves of new consumer products riding the tide of traffic, as well as trend-chasing consumers searching for lower discounts on various platforms.
New DistributionThe Feud History of Chinese FMCG Brands: How the Lower Horse Kills the Upper Horse?
In the FMCG industry, seizing a competitor's market is undoubtedly the best way to grow, saving consumer education costs and achieving a multiplier effect. This has led to a history of feuds among brands. The article recounts classic cases like Nongfu Spring vs. the purified water industry, San Taizi vs. Hualong, and Sanquan vs. Sinian, illustrating the strategy of using a 'lower horse' (a non-core product) to kill the opponent's 'upper horse' (their trump card).
风陵渡The Prisoner's Dilemma of Pre-made Dishes | The Freezer War of New Consumption
Pre-made dishes face a conceptual dilemma in the C-end market, while the B-end and C-end are fundamentally different businesses. The industry's challenge lies in the industrialization of Chinese cuisine, with no single company able to master the vast SKU range or the fragmented offline channel network.
山核桃Are Products with More Advertising More Expensive or Cheaper?
This article argues that advertising is not a cost passed on to consumers but an investment that increases market efficiency and scale, leading to lower prices. It debunks the myth that products without advertising are cheaper, explaining that such products often have higher retail prices and poorer sales, and emphasizes that communication and distribution are as vital as product creation.
响马老苗Launched 2 Months, Sold 6 Billion: Young People Abandon Moutai, but You Don't Know How Hard It's Trying!
At the 2022 Yabuli China Entrepreneurs Forum Tianjin Summit, Moutai Group's Party Secretary and Chairman Ding Xiongjun announced that the 'i Moutai' app had generated over 6 billion yuan in sales and attracted over 20 million registered users in just over two months. He also revealed that the collaboration with Mengniu has been highly successful, with Moutai ice cream currently in short supply.
冯瑶From Cola's "Eternal Second" to the World's Second-Largest Food Group: What Can We Learn from This "Legacy Consumer" Brand?
PepsiCo, often seen as the perpetual runner-up to Coca-Cola, has actually surpassed its rival in revenue, global ranking, and brand portfolio. By adapting through price wars, targeting the youth, and diversifying into snacks and other beverages, PepsiCo has become the world's second-largest food company, offering valuable lessons for legacy consumer brands.
湃动大商业组Giants Everywhere, Why Can These Brands Turn the Tide and Break Through?
The new consumption track, where brands rise and fall in rapid succession, has finally shed its illusory prosperity. After the smoke clears, a few occupy the heights while most face defeat. This article explores why some brands successfully break through in red oceans dominated by giants, while others are consumed by the Matthew effect, using case studies of Daily Dark Chocolate, Enoulite, Taishan Beer, and Langdi Calcium.
New DistributionCraft Beer's "Breakout" Path: From Meeting Demand to Building a New Ecosystem
In recent years, craft beer has become a trendy favorite in the beer category. Beer enthusiasts' pursuit of diverse and upgraded tastes, flavors, and scenarios has led to a proliferation of craft beer brands. This article explores the origins, development, and marketing strategies of craft beer, using case studies of URBREW and Panda Brew, and proposes a "4P+I" framework for building a new ecosystem.
于倩倩Analyzing the Success Potential of Yuanqi Cola from Product, Channel, and Consumer Perspectives
Yuanqi Forest has launched a cola-flavored sparkling soda, sparking industry debate. This article analyzes its competitive potential from product, channel, and consumer dimensions, concluding that while it faces challenges against giants like Coca-Cola, its success depends on consumer acceptance and long-term brand building.
高级研究员 海游