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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 58 of 196
In the 40 Billion Yuan Chili Sauce Market, Neither Laoganma nor Hubang Can Save It
Laoganma, which is appearing less frequently, has raised prices, breaking the price benchmark in the chili sauce market. As new brands like Hubang enter, the market may expand, but Laoganma's dominance is challenged by changing consumer tastes and increased competition.
关注老干妈的Why Is Soda a Good Business?
As spring arrives, the beverage sales season approaches, and companies are launching new products. However, the author expresses disappointment with this year's new offerings, noting that while they are innovative, they may not survive long. The article argues that truly good products often conflict with profitability, using soda as a case study to illustrate that despite health concerns, soda remains a lucrative business due to consumer behavior and market dynamics.
冯瑶The Controversial Pre-Made Dishes: Would You Choose Them?
Last week, 21 pre-made dish concept stocks on the Shanghai and Shenzhen stock exchanges continued to strengthen. As of January 20, Delisi (002330.SZ) hit the daily limit for 7 consecutive days, while Haixin Foods (002702.SZ) and Fucheng Shares (600965.SH) had four consecutive limit-up days. Guolian Aquatic Products (300094.SZ) rose about 100% since the start of 2022. A research report by Shanxi Securities predicts that China's pre-made dish market will reach 340 billion yuan in 2021, a year-on-year increase of 18%. In the next 3-5 years, the industry is expected to become the next trillion-yuan catering market.
联商网编辑部Jiang Nanchun: 30 Years, 10 Billion Yuan, 99 Lessons
In 2022, marking my 30th year in brand marketing and the 20th since founding Focus Media, I've distilled insights from thousands of client interactions and my books into 99 reflections on brand building, media strategy, and market dynamics, sharing them for collective wisdom.
江南春An "Alternative" Distributor's Transformation: Abandoning First-Tier Brands to Focus on Second- and Third-Tier Brands, Building a Channel Moat with 200 Sales Associates!
New Distribution has previously reported on many practical cases of distributor transformation, covering areas such as business management, organizational change, warehousing and logistics, and channel expansion. However, cases involving brand transformation are rare. Since the brands a distributor represents form the foundation of their business, this might seem like a topic with little to discuss. But after reading today's case, you will surely admire the boldness and courage of this distributor. As is well known, holding the agency for a well-known first-tier brand is like having a "treasure" for a distributor...
袁来P&G: Fine, I'm the Whampoa Military Academy of New Consumption
After another annual goods festival, while marveling at Li Jiaqi's success, we see many new-generation new consumption terms, and the trendsetters behind them are not fighting alone but have their own factions, gradually breaking out of their cocoons. Based on the founders' educational backgrounds or work experiences, factions like Alibaba, Tencent, Huawei, and the 'ex-P&G' P&G faction have formed. In August 2021, Temasek invested in meal replacement shake brand WonderLab, and before Temasek's entry, WonderLab's previous investors included Tiantu Capital, IDG Capital, Rich Growth Capital, Cathay Capital, and Spades Capital.
李佳蔓The Marketing Methodology Behind Florasis
Florasis, founded four years ago, has surpassed 3 billion yuan in revenue, making it the fastest-growing dark horse among new domestic cosmetics brands. Behind this success, the marketing methodology of its founder, Wu Chenglong, honed through years of practice, is crucial. But can this methodology endure?
金梅From 2021 to 2022: 10 Key Brand Trends We've Summarized
In 2021, the consumer industry and brands faced both the best and worst of times. With dividends from new demographics, platforms, capital, and infrastructure, Chinese consumer brands rose rapidly, but as dividends faded, the law of the jungle prevailed. This article summarizes five key trends for 2021 (niche categories, wild consumption, rational consumption, from seeding to tree planting, and the metaverse) and five for 2022 (content as a carrier, brand-effect synergy, people-centricity, spiritual consumption, and consumption equality).
刀法行研When We Talk About Product Innovation, What Are We Really Talking About?
In very small categories, on one hand, it's hard to scale up; on the other hand, the scalability of audience and channels is extremely poor. 2. There is demand but no scenario. The second typical problem is that there is demand, but there is no scenario at all. For example, low-alcohol sparkling wine has seen a surge of brands in recent years, claiming to target light drinking scenarios with high aesthetics and precise pain points, which can trigger impulse purchases but fail to drive repeat purchases. Why? Because there is simply no scenario. This is crucial, and I will explain in detail later why without a scenario, a product cannot succeed.
赵波The Chinese Beer War
As early spring warms up, beer begins to heat up with the gradually warmer weather. Recently, thousand-yuan beers have been pushed to the forefront multiple times. Starting from last year when China Resources Snow launched the ultra-high-end series beer 'Li' priced at 999 yuan, the concept of high-end beer has been implanted in consumers' minds. Subsequently, Budweiser and Tsingtao Beer also launched ultra-high-end products that broke through the price ceiling, which is no longer surprising. In China, although beer is undergoing an upgrade from 3-4 yuan per bottle to 10-15 yuan per bottle, the emergence of products priced over a thousand yuan has refreshed consumers' understanding of beer.
商隐社Entering the Coffee Track, Where Does Genki Forest's Confidence Come From?
As expected, Genki Forest has launched new products again. Currently, JD.com has listed coffee products co-developed by Genki Forest and Never Coffee, including unsweetened American and low-sugar rich latte, produced at Genki Forest's Zhaoqing factory in Guangdong. They are in pre-sale at 119.9 yuan per box (300ml*15), with 6 units sold. As early as 2020, rumors circulated about Genki Forest entering the coffee industry, and now the new products have put those rumors to rest. From sparkling water to mineral water to coffee...
田静Learning New Things from 'Old' Consumption
While new consumer brands have captured attention with rapid growth and innovation, many have struggled with sustainability. By examining established brands like Anta, Li-Ning, Yili, and Dongsheng Beverage, this article explores how they overcame challenges through strategic acquisitions, brand upgrades, channel deepening, and market expansion, offering lessons for emerging enterprises.
申南风A 98-Yuan Box of Jelly Sold Out on Its First Day?! What's Liuliumei's Secret?
Recently, a news story about a box of jelly priced at 98 yuan selling out on its first day went viral, sparking widespread discussion. The jelly, which turned out to be Liuliumei's groundbreaking new category 'Mei Dong', saw explosive sales upon launch, with distributors scrambling to order it.
小新From Internet Sensation to Lasting Brand: A Roadmap for New Consumer Brand Value Breakthrough
In 2022, new consumer brands will face a major reshuffle. With platform dividends fading, customer acquisition costs rising, and the capital market cooling, new brands that have used traffic to create hit products and complete the 0-to-1 stage will face a crucial challenge: how to break through the GMV-oriented growth model, enhance core value, and truly embark on brand building. As a non-typical brand professional with an economics background, systematic international MBA training, and entrepreneurial experience, I have been thinking since last year about constructing a practical brand system for emerging brands.
EvaPrice Hikes: A 'Wolf in Sheep's Clothing'
Every grain of dust in the era falls on each individual like a mountain. The recurring pandemic and the sudden Russia-Ukraine war, seemingly unrelated, affect everyone. For instance, price hikes. In 2021, a wave of price increases began, especially from the second half of the year when condiment giant Haitianwei announced price adjustments from October 25. Other companies followed suit, including Hengshun Vinegar, which announced price increases of 5%-15% from November 20. The trend accelerated with the outbreak of the Russia-Ukraine war.
田静Dongpeng Te Yin's 'Edge Market' Breakout Story
19 years ago, Lin Muqin started a business with 2.67 million yuan scraped together, turning a failing beverage factory into a nearly 100-billion-yuan market value company. In 2010, a truck driver from Dongguan, Guangdong, used a Dongpeng Te Yin bottle cap as an ashtray, a design that became popular among truck drivers and helped the brand gain traction.
王剑A Comprehensive Review of Pre-made Dishes on Sale Online: 5 Types of Players and 6 Best-Selling Products
This year marks the first year that pre-made dishes have stormed the New Year's Eve dinner market. A quick online search reveals an overwhelming variety of dishes, types, and brands, with professional pre-made dish companies, catering enterprises, agricultural and aquatic product companies, traditional frozen food companies, and retail enterprises all vying for a share. Among the best-sellers are hot pot items like coconut chicken and beef bones, as well as gift boxes priced at 300-400 yuan, which are particularly popular.
张鳗鱼Carrefour and New Internet-Famous Brands: Who Is Whose Lifeline?
Traditional large supermarkets, facing declining foot traffic, are increasingly stocking internet-famous new brands, while these brands seek offline presence to sustain growth. This mutual need reflects a strategic alignment, though neither may fully serve as the other's savior.
王明雅How to Do Marketing in 2022? Look at Several Marketing Development Trends from 2021-2022
Reviewing 2021, many new marketing tactics emerged, such as the new concept of 'metaverse' and 'private domain traffic'. This article sorts out several marketing focuses, key words, and marketing development trends in 2021 for reference by brand owners and distributors in the upstream and downstream of the industry.
New Distribution20,000 Words, 108 Reflections: My Third Year of Entrepreneurship on Marketing, Management, and Life
2021 was my third year of entrepreneurship and the hardest year of my life. I went through the bottleneck period of a founder and transitioned into a new role as a mother. Throughout this process, I constantly explored two things: 1. What is happening in the world, and what can I bring to it; 2. How do I see myself, and what kind of person do I want to become. I have always believed that my relationship with myself is inseparable from my relationship with the world. In this exploration, many systematic thoughts have been organized into articles, but many fragmented reflections remain, like seeds waiting to sprout.
刀姐dorisPrepared Dishes and Consumers: A Two-Way Street or Wishful Thinking?
As an industry projected to exceed 830 billion yuan by 2025, prepared dishes are at the forefront. Supermarkets, fresh food e-commerce, and community group buying are all eyeing this market, with the pandemic and New Year's Eve dinner pushing prepared dishes into the spotlight. Some say there is a demand gap and prepared dishes will thrive in the C-end; others argue young consumers won't buy in, and food delivery will remain their first choice. As competitors to fresh food and delivery services, are prepared dishes and consumers truly moving toward each other, or is it just wishful thinking?
胡钶Where is New Consumption Heading in 2022? a1 Snack Research Institute's Zhou Weiping: Marketing Front-End Can Be Replicated, but Supply Chain Back-End Cannot Be Rushed
In the past six months, as capital has returned to rationality and traffic dividends have declined, voices predicting a downturn in consumption have grown louder. At the Second China New Brand Wave Conference, Zhou Weiping, founder of a1 Snack Research Institute and a 20-year veteran in the food industry, offered contrarian views on mainstream consensus, sharing deep insights on product innovation and supply chain for new brands' future development.
陈文曦The Truth About Chinese Yogurt
Following the publication of Shangyin Society's article "The Chinese Yogurt War," extensive reader discussions revealed that the yogurt industry holds many hidden truths unknown to ordinary consumers. Through interviews with over a dozen industry insiders, this article explores why milk sources are a critical bottleneck for dairy companies, why bacterial strains are considered the "chip" of the yogurt industry, and how foreign capital has quietly penetrated China's dairy supply chain.
商隐社A Comprehensive Online Battle Manual for Brands
Omni-channel growth is an inevitable path for brands. This article focuses on the stages most brands are currently in or about to enter, from content seeding in brand infrastructure building to social diffusion in brand culture communication, providing a relatively complete battle manual for major online platforms. The article is divided into three main parts—Content Diversification, Marketing Flexibility, and Digital Operations—summarized as 3D-Power.
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