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 55 of 196
Human Happy Luosifen Teams Up with Tan Jianci to Dominate Focus Media, Creating a Craving-Satisfying Delight for Young People
Luosifen, a local internet-famous snack, is becoming a powerful "mudslide" in the new consumption track with its unique flavor, giving rise to a hundred-billion-yuan industry. Beyond snack shops nationwide, numerous emerging luosifen brands are gaining popularity among young people through differentiated advantages. Recently, the new brand Human Happy Luosifen, together with its spokesperson Tan Jianci, has been dominating Focus Media's elevator screens, launching an "immersive" brand marketing campaign targeting mainstream consumers to establish itself as the ultimate craving-satisfying delight for young people. Striving to be the pinnacle of luosifen...
New DistributionDada Group's Q1 Report Shines: JD Daojia Continues to Amplify Brand Voice and Drive Incremental Growth
Dada Group recently released its Q1 2022 financial results, showing significant growth. JD Daojia's revenue reached RMB 1.4 billion, up 80% year-over-year. Despite multiple external pressures, the company delivered a strong performance. As a leading instant retail platform, JD Daojia's GMV reached RMB 49.1 billion as of March 31, 2022, up 74% year-over-year.
秦淮All the Liu Genghong Girls Are Buying: What Is the Healthy Instant Food Brand 'Lihaoji'?
Lihaoji is a new consumer brand launched this year, with its first batch of healthy instant food products hitting the market in April, positioned as '24-hour healthy instant food for any time.' Adopting a product philosophy of reduced oil, salt, and sugar, combined with the latest generation of FD freeze-drying technology, it offers consumers healthy instant food that can be enjoyed at any time without extra metabolic burden. The first three products are: Hot Pot Beef Noodles (spicy), Egg-Flavored Beef Congee (mildly spicy), and Mushroom Chicken Shreds Congee (fresh soup flavor).
New DistributionThe Three Core Points of BC Integration Marketing in GT Channels
In recent years, the FMCG industry has witnessed significant events, including the rise of Zhong Shanshan as China's richest person and the emergence of new brands. This article explores the current state of GT channels, the necessity of BC integration, and provides a framework for implementing it through infrastructure, operations, and specific cases.
科特勒增长实验室Can Pre-Made Dishes Really Succeed in the B2C Market at Scale?
Online livestreams on May 19 and May 24 hold the answers! In the future, a simple-to-cook, home-style meal with a touch of culinary flair will be ubiquitous. Moving beyond the needs of the lazy and homebound, a more ceremonial Pre-Made Dishes 2.0 is igniting a 'home kitchen revolution.' In the first half of this year, pre-made dishes once again captured industry attention, with recurring COVID-19 outbreaks and waves of panic buying accelerating and catalyzing their surge in the B2C market, attracting major industry players, government support, and significant capital investment, yet leaving behind reflections on their post-pandemic viability.
FoodailyHow to Build a High-Performance Marketing Team from a Practical Perspective?
Improving team combat effectiveness requires training, and as the FMCG industry enters a shrinking market, the value of human efficiency is amplified, prompting many manufacturers to gradually improve their training teams. Having participated in numerous corporate trainings, I've found a common issue: brands often resort to last-minute information cramming in the face of urgent matters, and despite the trainer's best efforts, results fall short of expectations.
高级研究员 海游“Milk Giants” Battle for the Infant Formula Market: Yili Goes Left, Mengniu Goes Right
Yili's acquisition of Ausnutria and Mengniu's potential privatization of Yashili highlight the escalating competition between China's top two dairy companies in the infant formula market. As the industry enters a phase of stagnant growth, both giants are using mergers and acquisitions to expand their product lines and secure their positions.
财经新媒体Franchisee Misconduct Forces Apology from Pagoda
On May 7, Pagoda, which is preparing for its Hong Kong IPO, issued an apology on its official Weibo after a video exposed two franchise stores selling overnight or spoiled fruit and misrepresenting small pineapples as large ones. The incident has raised concerns about the company's heavy reliance on franchise stores and its ability to maintain quality control.
张霏Stranded in Shanghai, the Oat Milk Market Faces an Emergency
Oat milk entrepreneurs in China are facing a severe downturn as COVID-19 lockdowns in Shanghai and Beijing shut down coffee shops and tea houses, their primary sales channels. With orders down by 60%, the industry's growth engine has stalled, exposing the fragility of a market heavily reliant on the coffee sector.
苗正卿Analysis | Viewing FMCG Business Through Game Theory Models
This article uses game theory models to analyze common phenomena in the FMCG industry, such as the 'Smart Pig Game' explaining why small companies often become pioneers but not winners, the 'Tragedy of the Commons' in budget allocation, and the 'Prisoner's Dilemma' in community group buying price wars, offering strategic insights for businesses.
高级研究员 海游Targeting Sweat Scenarios in Sports, What is the Market Prospect of Blue Moon's Sports Laundry Detergent?
On May 10, the signing ceremony for the official exclusive supplier of the 31st Summer Universiade and new product launch was held. At the event, Blue Moon announced its role as the official exclusive supplier and launched a major new product: Blue Moon Sports Laundry Detergent. As an industry leader, sponsoring a world-class sports event and launching a sports-specific detergent raises questions about the strategy and uniqueness of this product. New Distribution, as an observer of industry channels, analyzes this from a distribution perspective.
秦淮Why Are There No Mass-Market Brands as National Icons Like High-Tech?
The 'soda war' between Genki Forest and Coca-Cola/Pepsi is heating up, prompting a discussion on domestic vs. foreign brands. The author argues that while China's high-tech achievements have become national icons, mass-market brands are only now beginning to overturn foreign dominance, following the pattern set by Li-Ning in apparel and Genki Forest in beverages.
刘春雄Zong Qinghou's Unfinished Liquor Ambitions: Can Zong Fuli Take Over?
Zong Qinghou made a second bet on sauce-flavored liquor, while Zong Fuli favors the low-alcohol beverage track. Their different choices reflect the divergent understanding of consumer groups and trends between two generations of entrepreneurs. In early April, Zong Fuli's emerging beverage brand KellyOne announced the launch of "3.5 Degrees" sparkling wine, entering the low-alcohol category. Earlier this year, Wahaha's Zong Shuai Jia Liquor (sauce-flavored, 53% ABV) was exposed, with a suggested retail price exceeding 1,000 yuan, approaching Moutai's price and sparking industry discussion. From a second foray into sauce liquor to entering low-alcohol beverages, the Zong father-daughter duo shows...
陈沛Leading the "1935" Super IP: What Makes These Two Products Stand Out?
Recently, a special event for Moutai 1935 was held on the "i Moutai" platform, marking the second such event since the platform's launch and the first dedicated to a single major product. Since its official release in mid-January, Moutai 1935 has been in high demand, with multiple e-commerce platforms selling out instantly and a comprehensive lottery win rate of less than 1% on "i Moutai". Another representative product of the "1935" super IP, Renhuai • 1935, is also in short supply. According to public reports, Renhuai • 1935 sold out its primary market quota within just half a month of its official debut, making it extremely difficult to find.
New DistributionGuochao Flavors | Panpan, Dali, Qinqin... Fujian Memories on the Snack Shelf
Some media say the 'Jiangxi clique' dominates China's internet-famous pastry circle, but looking at Fujian, they have 'dominated' the snack food industry for years. Known for their business acumen, Fujian people turned to trade due to natural constraints, building a thriving snack industry with brands like Daliyuan, Panpan, Yake, and Qinqin, which became childhood tastes for the post-90s generation.
周莫We Studied the Offline Practices of Over 100 New Consumer Brands and Summarized Four Basic Rules
Internet circles often use a 'three-stage' analogy for business operations: from 0 to 1, from 1 to 10, and from 10 to 100. For a company's market size to grow from 0 to 100 million yuan, the core element is innovation, whether in category or product. However, many new consumer brands struggle to grow from 100 million to 1 billion yuan, not because the product or marketing is poor, but because offline channels are the real battlefield for scaling from niche to mass market. This article observes the offline practices of numerous new consumer brands and summarizes four basic rules: density over total volume, finding the sales logic, maintaining a stable value chain, and achieving omnichannel integration.
王玉Instant Retail Helps Brands Achieve 'Quality' Business Growth
During the May Day holiday, which is second only to Spring Festival and National Day in importance, coupled with sporadic COVID-19 outbreaks, the instant retail sector experienced explosive growth once again. Meituan Flash Purchase stood out by collaborating with numerous leading brands on cross-industry marketing, elevating holiday promotions to new heights. Although this year's data hasn't been released, based on past campaigns like 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is inevitable.
秦淮Nestlé's 'Drug-Related' Adventure
On May 6, global food giant Nestlé trended on social media after a large quantity of cocaine was found at its Swiss factory. Although Nestlé discovered and reported the cocaine, emphasizing that it did not come into contact with any products or production equipment, the incident once again put Nestlé at the center of food safety concerns. Over the years, multiple batches of Nestlé products have been denied entry into China, and the company has faced numerous product recalls globally.
AI财经社Sharkfit x Chinese Character Art: Multi-dimensional Upgrade Strategy Builds Brand Core Moat
Founded in 2017, Sharkfit is the pioneer of healthy ready-to-eat chicken breast and the top-selling brand online. Through a comprehensive brand upgrade with Chinese Character Art, it aims to strengthen its brand identity, IP, packaging, and content systems to build a core competitive advantage.
字绘CNIs There Still a Chance for New Products in the Face of the 'Soda King' Coca-Cola?
In March, Coca-Cola's two bottlers in China, Swire Coca-Cola and China Foods (COFCO Coca-Cola), released their 2021 financial reports. Swire Coca-Cola's mainland China revenue was approximately 23.884 billion yuan, and China Foods' revenue was 19.784 billion yuan, totaling 43.668 billion yuan for Coca-Cola in mainland China in 2021! Among them, both companies' main product, soda, achieved double-digit growth. Swire Coca-Cola's soda revenue grew by 14%, with revenue of approximately 16.8 billion yuan; China Foods' soda grew by 13%, with revenue exceeding 15 billion yuan.
冯瑶Treat Digitalization as a Business Model!
In 2021, the ranking of China's energy drink industry changed. According to Dongpeng Beverage's financial report, its sales reached nearly 7 billion yuan, with the super single product 'Dongpeng Tequila' contributing 6.592 billion yuan, accounting for 94.66%. By tonnage, Dongpeng surpassed Red Bull for the first time to become the No.1 energy drink brand in China. How did this brand, once called 'copycat Red Bull', achieve such a comeback?
任文青AndyThree Squirrels: Walking a Difficult but Right Path
Three Squirrels has long faced growth challenges. In 2021, it achieved revenue of 9.77 billion yuan and net profit of 411 million yuan, up 36.43% year-on-year. However, in Q1 2022, revenue fell 15.85% to 3.089 billion yuan, and net profit dropped sharply. The company has announced a strategic transformation from e-commerce to omni-channel and from single brand to multi-brand, focusing on offline distribution and closing underperforming stores.
田静The Battle of Pre-made Dishes: How to Fight This War?
Since its inception, pre-made dishes have been controversial, with mixed reviews, and even many industry insiders are pessimistic. The controversy largely stems from the fact that pre-made dishes serve not only B-end but also C-end consumers. In China, there are already about 20,000 pre-made dish companies, but the market is highly fragmented, with average annual sales of around 15 million yuan per company, totaling a market size of 300 billion yuan. Before last year, these companies mainly sold semi-finished dishes to institutional clients such as restaurants, companies, schools, and government agencies.
田静The New Tale of 'Buying the Casket and Returning the Pearl' in Food and Beverage
Food and beverage brands are increasingly investing in elaborate packaging and freebies, from coconut shell cups to hair clips, creating a 'buy the box, return the pearl' phenomenon that drives consumer desire and social sharing. This trend offers lessons in brand building and consumer engagement.
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