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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 60 of 196
40 Sentences I Most Want to Say to You at the Start of 2022
This article discusses the importance of a company's 'basic plate' (core market) and how to grow it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, B2B transformations, BC integration, and digitalization, emphasizing the need for companies to adapt to changes in communication, products, channels, and supply chains.
赵波40 Sentences I Most Want to Share with You at the Start of 2022
This article discusses the importance of a company's 'basic market' (基本盘) as its foundation for survival and growth, emphasizing the need to reinforce it through monopoly, sinking, activation, and efficiency. It also covers new consumption trends, the shift to omnichannel and digital marketing, the role of B2B for distributors, and the integration of BC (business-to-consumer) operations, concluding that digital transformation is essential but must be based on market changes and consumer needs.
赵波Why Is Craft Beer, Once Claiming 10x Profits, Failing with 500 Closures a Year?
Compared to the booming coffee and tea categories, craft beer in China is more like a besieged city. Despite a surge in breweries and capital interest, the industry faces closures and challenges in consumer adoption and distribution channels.
快刀财经编辑部Kotler's Cao Hu and Zhao Bo in Dialogue: From a Marketing Perspective, How Will Channels Evolve in the Future?
This article is a transcript of a live-streamed dialogue between Dr. Cao Hu of Kotler Consulting Group and Zhao Bo, founder of New Distribution, on the topic of channel evolution in 2022, covering trends such as channel fragmentation, digitalization, and the shift toward omnichannel strategies.
科特勒增长实验室2021 O2O Channel Revenue Top 100 Brands Ranking
Under the impact of the pandemic, digitalization in the retail industry has been strengthened, and brands' online transformation has accelerated. According to annual performance data from the three major O2O platforms (Ele.me, Meituan, and JD Daojia), Yili (3.58 billion yuan) and Mengniu (2.944 billion yuan) lead the top 100 brands, ranking first and second. In the 2021 O2O channel top 100 brands list, more than half of the brands achieved growth in online performance, with brands such as Wuliangye, C&S, and Wyeth showing significant growth in home delivery business, with an average monthly growth rate exceeding 5%.
小鹰报告China Resources Beer: Expected Annual Net Profit Increase of 110% to 124% Year-on-Year
On January 26, 2022, China Resources Beer (Holdings) Company Limited (hereinafter referred to as "China Resources Beer") issued a profit alert, expecting its profit attributable to shareholders for the year ended December 31, 2021, to be RMB 4.4 billion to RMB 4.7 billion, an increase of 110% to 124% compared to 2020. The announcement stated that the increase was partly due to an initial after-tax compensation gain of approximately RMB 1.3 billion from a relocation compensation agreement signed on January 22, 2021, for the transfer of a piece of land, and partly due to higher gross profit from increased average selling prices and lower administrative and other expenses, offset by higher selling and distribution expenses.
New DistributionCapital-Favored Pre-Made Dishes: Young People Not Buying It?
As the Chinese New Year approaches, pre-made dishes have become the new favorite for the New Year's Eve dinner. Despite capital enthusiasm and industry push, young consumers remain skeptical, often equating pre-made dishes with '料理包' (ready-to-eat meal packs), and the market is still in its early stages with supply-demand mismatch.
习睿The Truth Behind Why New Consumption Cannot Nurture Great Brands
On December 3, Xiaoxi sparked a discussion on social media: why can't new consumption create great brands? This led to an offline salon on December 4, where over ten friends gathered to exchange ideas. The article, shared by Huang Xiaojun, explores the reasons, including capital cooling, traffic-centric thinking, internal brand-building deficiencies, and the lack of time for brand-consumer relationships to mature.
洪志西Going Offline? What Does the 'Street Battle' for New Brands Really Come Down To?
A decade ago, the best marketing strategy for brands was to seize offline channels such as malls, supermarkets, convenience stores, and department stores. Ten years later, with the advent of the mobile internet, e-commerce platforms like short-video live streaming, JD.com, and Tmall have become powerful customer acquisition tools. However, as internet dividends fade and online customer acquisition costs rise, many brands face a 'ceiling.' According to Everbright Securities' in-depth report on private domain traffic, Alibaba's customer acquisition cost rose from 278 yuan per person in 2018 to 929 yuan in 2020, an increase of nearly 234%. Even Pinduoduo, with the lowest cost, saw it rise from 77 yuan to 203 yuan per person. In 2020, e-commerce accounted for 26.7% of FMCG sales, while offline channels still hold 800-900 billion yuan in sales. Thus, the offline 'street battle' is also a channel war.
朱先生Baixiang Food: 25 Years of Deep Roots for Infinite Upward Possibilities
China, with a history of five thousand years, has entered a new era, rising to the center of the world stage. Baixiang Food, reflecting on this context, emphasizes its commitment to innovation and the 'Chinese Spirit' over 25 years, focusing on Chinese flavors and social responsibility, aiming for growth in the new era.
田静2022 Stock Battle: How Should City Managers, the Frontline Commanders, Conquer Territory?
Since the outbreak of the pandemic in early 2020, the FMCG channel landscape has changed dramatically. While many discuss new channels like social e-commerce, O2O, and community group buying, few address how city managers should adapt. This article features an interview with Xu Xiang, author of a new book on omnichannel management for regional/city managers, who shares insights on navigating the 2022 stock market battle by mastering fundamentals and embracing continuous learning.
任文青AndyMondelez Releases Global Snacking Report! Chinese 'Foodies' Value Portion Control More
To seize opportunities and drive growth in the new year, global snacking giant Mondelez International has released its third annual State of Snacking report. The report, conducted with The Harris Poll, surveyed thousands of consumers across 12 countries and regions, with a special focus on China, where business growth far exceeds global levels.
何丹琳Chinese Food & Beverage Startups to Watch in 2021 | Annual List
This is the fourth annual list from FoodPlus, featuring 79 startups in the Chinese food and beverage sector. The list is based on FoodPlus's observations and research, and is not investment advice.
FoodPlus团队2022 Spring Festival: Pre-made Dishes and Traditional Chinese Tonic Foods Target the Young Generation
As the Spring Festival approaches, whether staying local or returning home, annual goods are significant for both buyers and consumers. Notably, the '2022 Kuaishou Quality New Year Shopping Festival Consumption Trend Report' shows that Generation Z's online stockpiling spending increased by 254% year-on-year. This article analyzes the hot categories and brands favored by the young generation, interpreting their lifestyle and consumption demands, and outlining effective marketing strategies.
New DistributionThe Transformation Pain of Traditional Liquor Distributors
Since 2012, the liquor industry has entered a new round of deep adjustment, and traditional large distributors are facing unprecedented challenges. This article analyzes the development and classification of traditional liquor distributors, the impact of market evolution, and the necessity of transformation.
云酒From a Billion-Yuan Track to Advertising Bans: How the Betel Nut Industry Can Innovate from the Consumer's Perspective
In September 2021, the National Radio and Television Administration issued a notice prohibiting the promotion and sale of betel nut and its products through radio, television, and online audiovisual programs. The Hunan Provincial Market Supervision Administration also clarified that starting from February 1, 2022, it would no longer grant food production licenses for betel nut, bringing uncertainty to the industry. However, we do not believe the betel nut industry will cease to develop; instead, it will usher in a historic opportunity for more orderly and healthy growth, as consumers need products that bring pleasure amid the accelerated pace of work and life, such as coffee...
袁来Decoding the Omnichannel Growth Model for Brands: A Comprehensive Analysis
This article, sourced from BrandLaoBai (ID:BrandLaoBai), decodes the omnichannel growth model for brands through four stages and sixteen modules, summarizing the capabilities required as '4-In-Power'. It details each stage, from strategic positioning to cultural dissemination, emphasizing the importance of insight, implantability, intelligence, and influence.
布兰德老白As the "Internet Celebrity Economy" Fades, Traditional Channels Regain High Ground for FMCG Brands
2021 saw rapid growth in the internet celebrity economy and livestream e-commerce, with many brands entering the public eye. However, as internet marketing tactics showed signs of fatigue, both internet-native brands and traditional FMCG giants shifted focus back to traditional offline channels, reigniting competition in distribution and retail.
孙吉正National Advertising Research Institute: Deconstructing Focus Media's Top 100 Cases to See the Four Growth Logics Behind the Rise of Chinese Brands
The 2021 Central Economic Work Conference held in December 2021 pointed out that China's economic development is currently facing three pressures: demand contraction, supply shocks, and weakening expectations. Reflected in the numbers, retail sales of consumer goods in November totaled 4,104.3 billion yuan, a year-on-year increase of 3.9%; after deducting price factors, the actual year-on-year growth was only 0.5%, close to zero growth, showing the weakening of actual consumer demand. Moreover, the two-year average growth rate of physical online shopping in November dropped sharply from 15.9% in October to 9.7%, the first time it fell to single-digit growth since data became available, indicating that e-commerce, which was previously seen as growing rapidly, is also starting to hit a ceiling.
国家广告研究院Young People 'Eat' Out Another 100-Billion-Yuan Track? Probably a Misunderstanding
Consumer investment has cooled, and the value and authenticity of demand in some tracks are being re-examined. Since the second half of last year, news that a top-tier fund no longer looks at consumer deals has plunged new consumer entrepreneurship into an ice age, and functional foods, once seen as the last 100-billion-yuan track, have not escaped. According to 36Kr, a dietary supplement brand that aimed to sell 1 billion yuan in the first half of the year only achieved 60% of its sales target by December, and due to high valuations, has been unable to secure new funding.
姚兰 乔芊O2O Channels: A Key Path for FMCG Manufacturers to Match Personalized and Diverse New Consumer Demands
On January 14, JD Daojia, the local instant retail platform under Dada Group, hosted an 'Instant Retail Think Tank' salon, inviting dozens of leading brands and retailers to discuss new challenges and opportunities under the instant retail trend. This event came less than three months after JD Daojia's first brand partner conference on September 23, 2021, highlighting the attention brands are paying to JD Daojia and the development of instant retail.
秦淮Observations on the Evolution of Coffee Consumption: From Scene Prop to Consumer Protagonist
This article examines the transformation of coffee consumption in China, from a social accessory to a standalone product, driven by the rise of new coffee brands like Luckin Coffee. It argues that the future growth of China's coffee market will come from Generation Z, who prioritize value, convenience, and brand authenticity, and that Luckin is poised to take over market education from Starbucks.
张仪From a Brand Marketing Perspective: How Master Kong's Braised Beef Noodles Uses "Flavor" to Create a "Classic"
Throughout business history, successful brands have invariably implanted a powerful brand perception in consumers' minds. This perception may start as a piece of text or a symbol, but through long-term cultivation and careful crafting, it transforms into cultural recognition that directly influences purchasing behavior. Examples include "Charge for 5 minutes, talk for 2 hours," "For dandruff, of course Head & Shoulders," "Just do it," and "Visit HLA twice a year."
AmyYe Maozhong Passes Away: What Thoughts Do His Once-Popular Advertising Slogans Provoke?
Since January 14, a message has been widely shared: "Ye Maozhong, a famous Chinese marketing planning expert, died in Shanghai on January 13, 2022, at the age of 54, due to advanced cancer." His company confirmed the news on its WeChat official account, stating that "in accordance with Mr. Ye's last wishes, the funeral was kept simple. His family expresses gratitude for the concern from all sectors of society." In the comments, a veteran planner noted three points: he had the most successful cases for major brands, the most readers of his brand theory, and the most mourners upon his death, all unmatched in the industry. Ye Maozhong was hailed as the "Steve Jobs" of the marketing circle, known to all. Many netizens expressed sorrow, calling him the most admired advertiser in their university courses and a master of the marketing planning industry who created many legendary cases.
田静