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 52 of 196
The Battle for a 30 Billion Yuan Bottle of Water: New Consumption's Freezer War
As summer heat drives demand, the bottled water market is becoming a fierce battleground for new and established brands. With the market projected to exceed 300 billion yuan by 2025, companies are competing through source water claims, brand storytelling, and price adjustments to capture market share.
虚渊玄Under the Epidemic, the Difference Between Selling 500 and 5,000 in a One-Day Tasting Event!
Since the start of the pandemic in 2020, after tracking no fewer than 100 tasting events, it's clear that good and bad tasting events differ in several key ways. This article explores how to attract more people to taste and how to convert tasters into buyers, emphasizing personalized engagement, assertive language, and concise, taste-focused messaging.
阳光头Why New Consumption Is More Than Just a Consumption Issue?
The article discusses the rise and fall of new consumption brands in China, highlighting issues such as high prices, heavy marketing, and lack of innovation, which have led to a cooling of investment and a shift in focus to user experience.
叶静New Technology Leads Marketing Transformation for Large and Medium Enterprises, Yonyou BIP CRM Launches!
New technologies are reshaping traditional business models and management. For large and medium enterprises, empowering, integrated, refined, and connected CRM digital solutions have become key to business transformation and high-quality development. On July 26, Yonyou released its new-generation CRM product, Yonyou BIP CRM, based on advanced customer management concepts and a new digital architecture, to empower marketing growth for large and medium enterprises.
New DistributionAfter Deep Distribution, What Will Be the Next Major Innovation in Chinese Marketing?
This article examines the achievements and current confusion in Chinese marketing, arguing that while channel innovation like deep distribution has driven past success, the next major breakthrough will center on customers—specifically, building direct, seamless connections with them through brand and channel innovation.
陈思廷From Near Bankruptcy to 500 Stores: An 8,000-Word Review of the Marketing Logic Behind HOTMAX's Explosive Success
If you still don't know about HOTMAX, either you're wealthy enough not to need it, or you're out of touch. This article dissects HOTMAX's rise from near bankruptcy to 500 stores, exploring the underlying logic of its success through five dimensions: consumption trends, brand positioning, strategic stages, product structure, and cognitive value.
定位苦行僧Exclusive Interview with 'Yizhenggen': One Month After Launch, Marketing Spend Only 10,000 RMB
In a generally low-pressure business climate this year, their joy is so rare and infectious that even 'Case' feels embarrassed to raise the industry's concerns: Is ginseng water a 'wisdom tax'? Can vague functionality and controversial taste ensure repeat purchases? After the hype, how far can Hardcore Research Institute go with a single SKU? Before 'Yizhenggen' launched, the institute, founded in 2020, had already made four unsuccessful products in just over a year, from small-bottle bird's nest to carb-blocking milk tea, all riding the wave of young consumer trends but quickly collapsing.
案例 SHOWCASEGenki Forest vs. Coca-Cola: Whose Cola is YYDS?
Genki Forest recently held a launch event and officially introduced a sugar-free cola, clearly aiming at Coca-Cola's core market. This article analyzes why Genki Forest entered the cola category, where the opportunities lie, and how it might succeed in this battle.
赵波In 2022, What Will Sustain New Consumption?
New consumption is visibly receding. This article traces the origins of the wave back to 2014, examines the financial struggles of four listed new-consumption leaders—Perfect Diary's parent Yixian E-commerce, Helen's Bar, Pop Mart, and Nayuki—and identifies three major challenges: fading platform dividends, insufficient mindshare and channel penetration, and weak hit-product pipelines. It concludes that brands must evolve from 'new brands' to 'mass-market brands' to survive.
湃动研究院Can Craft Beer Stir Up the Foam in the Beer World?
This article explores the rise of craft beer in China, from its historical roots to the current competitive landscape, and examines whether it can transition from a niche trend to mainstream consumption.
湃动研究院Will Sparkling Water Become a New Growth Point for Hengshun Vinegar?
Hengshun Vinegar, a leading vinegar producer, has launched a sparkling water product containing vinegar, marking its latest cross-industry venture. Despite past failures in diversification, the company sees this as a potential new growth driver amid sluggish performance in its core business.
赵胜男Zhang Xiaoquan Loses Its Edge: Time-Honored Brand Suffers from New Consumerism 'Illness'
A recent incident where Zhang Xiaoquan, a renowned Chinese knife brand, stated that its cleavers cannot be used to smash garlic, sparked widespread online debate. The controversy highlights the brand's struggle to adapt to Chinese cooking habits and its broader challenges in innovation, channel strategy, and brand marketing, reflecting deeper issues facing many time-honored Chinese brands.
湃动大商业组New Consumption Mid-2022 Review: Who's Hot, Who's Not?
In 2022, new consumption seems to have no new stories, but the ebb of the tide doesn't mean the industry's decline. In the capital winter after the cooling of new consumption, some trends have disappeared, but others have heated up. This article summarizes the new trends in the first half of the year, including the shift from tea drinks to coffee, the cooling of plant-based products, the rise of pre-made dishes, the divergence between color cosmetics and skincare, and the opportunities in pet and outdoor sectors.
开菠萝财经团队Dilemmas and Transformation: How Can the Juice Sector Break Through the Intertwined Challenges?
In 2009, juice drinks held an 18.56% share, ranking among the top three in China's beverage industry by production and sales. By 2020, this figure had fallen below 15%, with ready-to-drink tea surpassing juice at 21.12% to claim the third spot. Despite this decline, new tea brands continue to launch fruit-based drinks that are widely popular, indicating a complex market dynamic. The juice industry faces contradictions: health trends and market potential versus stagnant sales, necessitating an upgrade from supply to product.
郑一鸣New Consumption: A Year of Life and Death
As of the end of June, 2022, the new consumption sector has seen no encouraging news, with capital retreating and widespread pessimism. The question remains: does new consumption have a future? This article explores the challenges and strategies for survival, emphasizing product quality, repurchase rates, and channel diversification.
AI财经社Beware of Ice Cream Assassins: A History of the Ice Cream Wars
This article traces the history of the ice cream market in China, focusing on the rivalry between Wall's and Nestlé. It highlights how Wall's used aggressive strategies like the freezer strategy and brand marketing to dominate the market, while also discussing the challenges of price wars and the importance of cold chain technology.
IC实验室The Road from 0 to 1 for New Beverage Brands in the Consumption Winter
Dickens said, 'It was the best of times, it was the worst of times.' This perfectly captures the current consumer goods industry: on one hand, users' demand for good products is irreversible, creating opportunities for new brands; on the other hand, economic downturn and pandemic have led to weak consumption and intensified competition. YuanNeng Sports Drink was born in this environment, exploring the process from 0 to 1 with a focus on people, products, markets, tactics, and customers.
胡昊The Pain of Low-Alcohol Drinks
Some low-alcohol drink brands have died in Shanghai this spring. Unlike the 2020 pandemic, which was almost beneficial to the industry, this round has brought supply chain tightening, poor freight, and a longer recovery period. The market is far smaller than the imagined 'hundred-billion' scale, and low repurchase rates have become a hidden pain for brands.
昭晰Returning Offline: Building a New Foundation
Traditional enterprises have a foundation, at least a home market. Industry leaders always have connected or national home markets. Without a foundation, they become wandering rebels. The 10-year e-commerce boom made many doubt whether the foundation had shifted online. In 2022, we observed a trend of 'returning offline,' but it's not about going back to the past; it's about building a new foundation that combines offline basics with internet skills.
刘春雄Why Has the Trillion-Yuan Online E-commerce Not Produced a New Consumer Brand?
Despite China's massive middle class and advanced e-commerce infrastructure, new consumer brands have largely failed to emerge. The article argues that platform-based e-commerce, by focusing on price competition and lacking brand-building mechanisms, has prevented brands from forming, while suggesting that true brand opportunities lie in addressing spiritual values and finding niche markets.
赵波Is the 'Fruit + Snacks' Format a New Way Out for Physical Retail?
Amid the decline of physical retail due to e-commerce, a new 'fruit + snacks' store format is booming in Hunan. These stores combine high-quality fruits, trendy snacks, and local specialties at competitive prices, attracting large crowds and achieving high sales and profitability.
联商编辑部In Today's Uncertain Times, How Does Anneng Smart Logistics Help Brands Build Omnichannel Competitiveness with Professionalism and Efficiency?
Amidst economic uncertainty at home and abroad, the traditional offline distribution system in the FMCG industry still accounts for the majority of sales but is declining, while emerging digital channels like e-commerce and live-streaming are growing. Omnichannel operations have become essential, but they bring smaller, more unpredictable orders and high acquisition and delivery costs. Anneng Smart Logistics' 'One Inventory' solution integrates b2b and b2c logistics to help brands reduce costs, improve efficiency, and build omnichannel competitiveness.
诺言2022 H1 Douyin Marketing Growth Review: H2 Content-Driven Growth Methodology
This article reviews the shift in e-commerce during 618, noting Tmall's decline and Douyin's rise, and introduces the FASD closed-loop growth model for Douyin. It details the 'Super Content System' with CAFE, SEVA, and AIMT methodologies for effective seeding and harvesting, using Dermalogica as a case study.
飞扬Top 10 Keywords in the FMCG Industry for the First Half of 2022
In the first half of 2022, the FMCG industry faced another round of pandemic challenges. This article reviews the top 10 keywords that defined the industry's efforts, changes, and trends, including prepared dishes, brand crossovers, the metaverse, Chinese-style nourishment, Douyin algorithms, digitalization, private domain traffic, community group buying, new consumption, and returning offline.
冯瑶