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 53 of 196
A Letter to Genki Forest: An Observer's Perspective
In this open letter, an industry observer shares concerns about Genki Forest's rapid growth, warning that the company may face challenges from a lack of industry respect, product issues, overly aggressive sales targets, team management problems, and channel strategy pitfalls. The author urges the company to slow down, focus on building a strong team, and respect market fundamentals.
王烈Combining "Product + Channel" Strategies: Is the Cereal Industry Still "Old Ginger Is Spicier"?
In the food sector, brand rejuvenation is a clear trend, and cereal is no exception. Having been in the Chinese market for years, cereal has shed its image of being single-flavored and troublesome to cook, becoming not just a "senior breakfast" with health benefits but also a top choice for "meal replacement" that is both delicious and healthy, a staple grain food in young people's homes. Relevant data shows that the domestic cereal market has a stable existing space and huge potential, attracting many new brands. Singapore's Viz Branz Group (hereinafter referred to as Viz Branz), whose GoldRoast cereal has stood firm in the Chinese market for 30 years, completed the formation of a new management team earlier this year, making further clear plans for the brand's future development, making an innovation imperative.
New DistributionChina's Beer Map: Who Owns Your Summer Nights?
To understand a city, just open a local beer. This article maps China's beer landscape, from the early days of the industry to the current dominance of five major brewers, and highlights the unique local beers that still hold a special place in people's hearts.
黎广Chinese Retail Crosses the River by Following Hema
In 2022, Hema stands at a watershed moment. Since its independence from Alibaba at the end of 2021, Hema has shifted from unlimited investment to a clear goal of overall profitability, and is reportedly seeking independent funding at a $10 billion valuation. Having previously 'run at breakneck speed,' Hema must now prove its industry value while operating with careful budgeting.
窄播出品Abolish the Sales Department! One of the Discussions on Marketing Digitalization
Five years ago, I wrote an article advocating the abolition and rebirth of the traditional marketing department as a communications or IP department. Now, many companies have completed this transformation. This article discusses the current state of the sales department, which is often large and inefficient, and argues that digitalization and data-driven approaches should be used to transform or even abolish it.
方刚Craft Beer: Who Can Drink More, Hema or Meituan?
As an upgrade of traditional beer, craft beer is in a stage of wild growth. Among many players, giants like Meituan and Hema have entered the market, which is most likely to solve the industry's small, scattered, and chaotic characteristics, or become cross-border winners. Hema has arrived, Meituan has also arrived, and craft beer continues to be fiercely competitive.
陈沛Why Will 99% of New Consumer Brands Die Within 3 Years?
Consumer goods are hard to build barriers in technology or scale effects, and ultimately organizational capability becomes the deepest moat. An insider from a well-known brand revealed to the self-media 'New Waner' that Lamian Shuo had repeatedly visited to seek acquisition, with an offer less than 10% of its peak valuation. Despite the 90% discount, the insider said, 'There is a risk of cash flow disruption, and we are not very interested at the moment.'
洪志西It's Not That Young People Don't Like Beer, It's That They Don't Like Your Beer!
Hot summer days always make people think of beer, but this alcoholic beverage closely related to people's lives has not been developing well in recent years. Public data shows that China's beer production in 2016 was 45.064 million kiloliters, and in the following years 2017-2021, the figures were 44.014 million, 38.122 million, 37.652 million, 34.111 million, and 35.624 million kiloliters respectively. Although production slightly increased in 2021 due to the pandemic, it still cannot hide the consecutive decline in beer production.
君子不器"Arbitrageurs" Stumble in Shanghai's Clearance Market
In a warehouse on Shanghai's Jialing Road, a box of Genki Forest milk tea has been sitting for over a month at 20 yuan, a fifth of its original 109 yuan price, yet few are buying. Zhang Wei, who entered the "clearance market" four months ago, is one of many newcomers facing unsold stock and logistical hurdles, while veterans warn that the industry is evolving beyond just low prices.
周月明From China Resources Snow Breweries' First Annual Sustainability Report: The Era of High-Quality Development in China's Beer Industry
On June 14, China Resources Snow Breweries released its first annual sustainability report, replacing its previous social responsibility reports. The report outlines the company's practices in product innovation, management reform, environmental protection, employee growth, partner development, and social welfare, reflecting its commitment to high-quality development.
小新Why Junlebao's New Lezhen Formula Has Become the Undisputed Choice in the Market?
Recently, Junlebao's Lezhen brand underwent a comprehensive upgrade, leading the lactoferrin formula segment with a golden ratio of 100mg/100g lactoferrin. This marks another ultra-premium flagship product following Youcui Organic Formula. As China's demographic dividend fades with declining birth rates, the infant formula industry has entered a stage of stock market competition, where core competitiveness now hinges on brand, product diversification, mature user management, healthy growth targets, stable pricing, and full industry chain coordination.
AmyThe Accidental and Inevitable Rise of East Buy
East Buy's explosive growth from 1 million to 10 million followers in days is both accidental and inevitable. It stems from a series of chance events and the team's relentless effort, embodying the brand's resilience and value-driven approach.
金梅Beverages and Alcoholic Drinks: Stabilizing the Market Is the Only Way to Counter Uncertainty!
In the first half of 2022, the sudden outbreak of the pandemic posed a major test for FMCG companies, with alcoholic beverages and drinks being the hardest hit due to reduced mobility and consumption. While categories like grain, oil, condiments, and daily chemicals saw growth in home consumption, beverage giants faced immense sales pressure. This article emphasizes the importance of solidifying basic market fundamentals and adapting to changing retail channels as the key strategy to navigate uncertainty.
New DistributionThree Brand Truths Behind Internet-Famous Ice Cream
The article explores the unique dynamics of the ice cream category, arguing that it offers rare brand opportunities due to its offline channel stability, low innovation barriers, and price restructuring. It distinguishes cultural creative ice cream from regular ice cream, and predicts a new brand landscape within two years.
李倩说品牌Canned Food Boosted by Pandemic Struggles to Turn the Tide
The pandemic has given canned food a temporary boost in China, as consumers stock up on items like luncheon meat and fruit cans. However, the industry remains dominated by old companies and faces challenges from fresh food markets, delivery services, and other convenience foods, making a lasting comeback difficult.
开菠萝财经团队Crayfish 'Shuang Dao Jia' Sweeps Focus Media, Xinliangji Ignites C-end Market
It's that time of year again for crayfish. As early as March, both online and offline, from large restaurant chains to small individual vendors, everyone is gearing up for the crayfish peak season. After May officially enters the peak season, market competition becomes increasingly fierce. Especially due to the recurring pandemic, the demand for crayfish 'delivered to your door' is strong, and around this demand, merchants are making a big deal out of products and brands. Recently, Xinliangji, a quasi-finished food supply chain brand that has made a name for itself in the crayfish market over the past two years, launched on Focus Media's elevator screens, targeting mainstream consumers with the message 'Restaurant taste, half the price', sparking a crayfish 'Shuang Dao Jia' (Satisfaction Delivered Home) craze.
New DistributionChannel Digitalization: How to Empower Marketing According to Local Conditions?
Channel intensive cultivation, or deep distribution, has been the most successful distribution model for FMCG in the Chinese market over the past two decades. Companies like Master Kong have used this model to directly cover and serve millions of retail terminals through thousands of sales offices, over ten thousand distributors, and tens of thousands of DSRs, supporting sales scale of tens of billions. This brings products closer to consumers and shortens the time to market. However, there are also many brands choosing a different model: instead of deploying large sales forces, they use fees and incentives to empower distributors to operate the market. This is called co-cultivation. Both models have pros and cons, and digitalization can help address their respective shortcomings, but it must be adapted to local conditions.
郑一鸣Thoughts on Livestream Commerce, Brand-Effect Integration, and the Relationship Between Brand and Private Domain
Online distribution traffic is becoming increasingly fragmented, a reality all FMCG professionals have felt over the past two years. Channel fragmentation essentially results from the continuous redistribution of traffic, with numerous new business models intercepting traffic upfront. This leads to reduced channel traffic and declining ROI, forcing brands to seek growth through squeezing competition. In this environment, growth inevitably comes from price cuts or grabbing market share, driven by oversupply, scarce attention, and weak brand power.
赵波You Think Silence Is Lying Flat, but They Are Growing Stubbornly
During the pandemic, life seems formatted, but some brands continue to innovate and advertise, creating new scenarios and categories. This article highlights how brands like Miaokeland, Jinmailang, Shuyi, and others have found differentiation and growth by seizing opportunities and investing in brand building during the crisis.
陆星集China's Energy Drink Market in 2022: A Heaven or Hell Scenario
Amid the national fitness craze, energy drinks are becoming a hot category in the beverage sector. According to Euromonitor, China's energy drink market reached RMB 51.314 billion in 2021, with a CAGR of 23.04% from 2007 to 2021, the fastest growth among soft drinks. The market is highly competitive, with brands like Red Bull, Dongsheng, Lehu, and Tizhi Nengliang. The ongoing trademark dispute between Reignwood and TCP Group over the Red Bull brand could reshape the industry.
王辰Functional Foods Struggle to 'Set Expectations Right' | Category Singularity
Based on the special development history of China's health products industry and entrenched consumer perceptions, new functional food brands must bear high market education costs to guide consumers in setting proper expectations for products, while also managing their own expectations for industry growth under strict regulatory conditions. Additionally, they need more time to accumulate product strength—traditional mature brands have already built long-term advantages, while new brands are just beginning their journey.
窄播出品Selling Beverages in Rural Areas: The Most Profitable Move!
Hello villagers, I'm the village chief. This week, a friend from Shili Village whom I've known for three years came to Hangzhou and visited my company. He previously worked as an assistant to a boss at a leading e-commerce platform, and after the platform went public, he spent nearly a year developing beverages. Recently, riding the new consumer goods wave, he secured funding and is expanding in Henan, Anhui, Hebei, and other regions. During our chat, I shared an alternative approach to selling beverages, which I'd like to discuss here for fresh perspectives.
村长住在十里村Every Regional Sales Unit Needs a Plan B Amid the Pandemic
The pandemic is no longer a one-off event but a persistent and certain occurrence that can instantly alter market transaction structures. Therefore, every manufacturer and distributor must have a comprehensive Plan B in place, covering organization, channels, and products, to ensure business continuity and minimize losses during regional lockdowns.
袁来Snack Track: Where Is the National Snack Trend Heading?
From product, marketing, channel, to supply chain, snack brands are tested not just by single-point breakthroughs but by comprehensive capabilities to survive the long, snowy slope. With the market size growing from 410 billion yuan in 2010 to 1.1562 trillion yuan in 2021, the leisure snack industry remains a prime track, and new players and traditional giants are vying for leadership.
青翎