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 61 of 196
New Consumption 2021: 10 Questions Insiders Won't Say
In 2021, new consumption saw initial market patterns, capital as a tool for brand壁垒, and heightened brand awareness, yet brands face unresolved issues like product aesthetics, sales performance, and the trap of copying successful models. The article outlines 10 unspoken challenges, from design and positioning to supply chain and brand replication, urging brands to focus on sustainable growth and authentic positioning.
黄晓军4 Core Strategies for Spring Festival Marketing: An Analysis Based on 13 Classic Cases
This article discusses how to execute effective Spring Festival marketing, drawing on 13 classic cases. It outlines four key strategies: issuing behavioral commands to drive purchases, integrating brand culture with festive emotions, focusing on specific Spring Festival elements, and building a long-term marketing IP.
空手Character Determines the Fate of Three Squirrels
Three Squirrels, the 'national snack' brand, has entered a period of adversity. In recent months, the brand has been hit by quality issues, a hamster found in a mail package, and advertising mishaps, affecting nearly all aspects of its operations. As growth stalls and reputation declines, the company seems to lack effective responses. This article revisits the company's internal books and the experiences of founder Zhang Liaoyuan to explore the root causes of these problems.
范建Four Decades of Chinese Beverages: Victories and Defeats, the War Continues
No Chinese domestic beverage has yet matched the former glory of Jianlibao, which dominated the market for a decade after its 1984 debut and sparked a wave of beverage entrepreneurship. The article reviews four decades of Chinese beverage history, from the 'Two Colas' overwhelming the 'Seven Armies' to the rise of new domestic brands like Genki Forest, highlighting the ongoing battles between foreign giants and local players.
BBB研究所Frozen Food: On the Eve of an Explosion?
China's frozen food industry may be on the verge of a decade of explosive growth. Despite historical challenges such as underdeveloped cold chain infrastructure, low household appliance penetration, and consumer perceptions of low quality, improvements in infrastructure, technology, and shifting market dynamics are positioning the sector for significant expansion, potentially rivaling mature markets like Japan and the US.
FBIFHow Long Can New Consumption Stay Hot?
Yiou Think Tank has released the "2021 China New Consumption Development Insights and Brand Power List." Once upon a time, new consumption entrepreneurs were eager to "redo all consumer tracks." However, the enthusiasm and impulse for new consumption seem to be fading, and "how long can new consumption stay hot" has become a hot topic in the market. In 2019, the "hit product" strategy and aggressive VCs fueled the new consumption track—Bear Electric became the "first stock of small home appliances" with its hit "yogurt maker," and Perfect Diary went public "at a sprint" five years after its founding. According to Yiou data, in 2019, there were 590 investment events in the new consumption market, with a total transaction amount exceeding 62 billion yuan.
武玥Top 10 Figures in China's Food & Beverage Industry 2021: Challengers, Billionaires, and the Disappointed
In 2021, China's food and beverage industry witnessed dramatic changes, from challenger Tang Binsen's aggressive expansion to Zhong Shanshan becoming Asia's richest person, and from early entrepreneurs like Niu Gensheng retiring to others like Zhu Xinli struggling. This article profiles key figures to reveal the industry's transformation.
FBIFThe Wave of Price Hikes in Consumer Goods: Can You Weather It?
In 2022, a wave of price increases is sweeping across consumer goods, affecting everything from dairy and beverages to snacks and home appliances. Brands cite rising costs of raw materials, labor, and transportation as the primary drivers, leaving both companies and consumers grappling with the impact.
王晓萱Diligence in Traffic Advertising Cannot Mask the Lack of Brand Building
After the intensive release of Q3 internet company earnings reports, the halt in growth of traffic advertising has become a hot topic. The key is not why traffic ads have stopped growing, but what brands should rely on for growth and sustainable development. The answer may lie in valuable differentiation, selecting the right main media channels and coordinating media touchpoints, and adhering to long-termism, which are the core elements of building long-term brand equity.
陆星集From Heytea, Luckin Coffee, and Xiaoguan Tea: Why Only a 'Super Hit Product' Mindset Can Build a Brand Worth 1 Billion Yuan
Wang Jingjing, founder of New Consumption Think Tank, shares how to build an innovative brand worth 1 billion yuan using a 'super hit product' mindset in the new era. The content is adapted from his speech.
龙猫君After Studying 120 New Brands on Douyin, I've Summarized 8 Thoughts on Douyin E-commerce
The author has been busy making year-end plans for new brands, all asking where the next growth opportunity lies. Traditional e-commerce like Tmall can be seen as conventional weapons, but leapfrog growth requires nuclear-level weapons, which are emerging in the Douyin and Kuaishou ecosystems. The author provides 8 insights on Douyin e-commerce from an observer's perspective.
龙猫君The 30-Year Rise and Fall of China's Snack Industry
China's leisure snack industry has evolved over 30 years, with companies rising and falling through four eras: volume-driven, chain retail, online, and health-focused. The industry is now in a stable period where full-channel, diversified, and differentiated strategies are key to survival.
辛夷Wanglaoji Black Herbal Tea New Product Launch: Oriental Honghu Reconstructs Industry Digital Ecosystem
On January 6, Oriental Honghu (Beijing) Technology Co., Ltd. (hereinafter referred to as Oriental Honghu) joined hands with Guangzhou Wanglaoji Great Health Industry Co., Ltd. (hereinafter referred to as Wanglaoji) to hold the 'Meta Potential' - Wanglaoji Black Herbal Tea New Product Launch and Digital Ecosystem Summit in Hangzhou. Oriental Honghu is positioned as a new digital FMCG brand company, committed to reconstructing the entire offline transaction chain with digital methods, and recently completed an angel round financing of over 100 million yuan.
New DistributionThe Trillion-Yuan Business of Frozen Food in Young People's Fridges
From ice cream in summer to dumplings and tangyuan in winter, new brands are vying to fill young people's refrigerators with frozen products, which are becoming the next 'trillion-yuan catering market.'
宋冰冰Reasons for the Rise of New Consumer Brands and Opportunities in the Offline Market
In recent years, a batch of new consumer brands in China have risen rapidly, attracting high attention. They are characterized by originating online, deeply cultivating e-commerce operations and social media, with rapid sales growth. However, as online traffic becomes increasingly expensive, many new consumer brands are re-evaluating offline channels. For these brands, achieving structural breakthroughs in offline channels amidst traditional channels dominated by giants is the core issue for their success. On December 23, New Distribution, in collaboration with Zhoupu Data, organized a salon for emerging brands...
赵波Swire Coca-Cola's Practical Case: Digital Transformation Is Not Magic, but Marketing Elevation
What is the future of business? There may be hundreds of answers, but digitalization will surely provide the most imaginative one. This article explores how Zhengzhou Swire Coca-Cola achieved a remarkable transformation through deep distribution digitalization and B2B2C integration, as shared by its Managing Director Xu Yonggang.
销售与市场99% of New Products Fail to Sell in CVS Due to These 9 Reasons
A brand owner, Lao Wang, finds his promotional product buried in a small corner of a convenience store chain's flyer, leading him to question the effectiveness of the marketing activity. The article explores the essence of designing attractive and high-converting marketing content, identifying nine common problems and six key elements for success.
刘芳Digital Transformation for Traditional Enterprises: Where to Take the First Bite - A Study of COFCO Oils & Fats Marketing's Digital Practice
In the digital economy era, digital transformation has shifted from an option to a necessity for enterprises, especially under the pressure of the COVID-19 pandemic and with the aid of digital technologies. COFCO Oils & Fats Marketing, a leader in the domestic oils and fats industry, has been building its digital capabilities for over a decade, and its journey offers valuable lessons for traditional enterprises.
首席数字官New Consumer Brands Are Suffering from 'Hit Product Backlash'!
Many new consumer brands that initially succeeded with a single hit product are now struggling to replicate that success, facing what is termed 'hit product backlash.' This article explores the reasons behind this phenomenon and offers strategies for continuously incubating hit products.
梁将军What Drinks Did Young People Love Most in 2021? Oriental Leaf Tops Bilibili and Zhihu Lists
In 2021, Nongfu Spring's Oriental Leaf unsweetened tea topped the food and beverage category in Bilibili's 'Z100 Young People's Top 100 Domestic Products List' and was also selected in Zhihu's '2021 Zhihu High-Praise Good Products 100' list. The drink became a sensation among young people, hailed as 'yyds' (eternal god), with a top comment praising it as a forward-thinking product that aligns with Nongfu Spring's brand and boasts high-tech content.
New DistributionEmerging Brands 'Take Up New Weapons' to Break into the Offline Market
In recent years, emerging brands have been rising rapidly, with capital support, evolving demand, and category innovation making new consumption a hot topic in the industry. For most emerging brands that started online, as the online traffic dividend fades and acquisition costs rise, while online category capacity hits its ceiling, they are compelled to consider going offline, as offline still accounts for over 70% of the FMCG market. But facing an offline market where they can't see consumers or stores clearly, how can they win this battle?
秦淮The Logic and Future of Marketing in China
Amid a global economic slowdown, China's economy remains robust, a phenomenon that cannot be explained solely by corporate marketing, technology, or classic marketing theory. This article argues that China's success stems from the integration of national strategy and market mechanisms, and calls for Chinese enterprises to move beyond arbitrage marketing toward original innovation and social responsibility.
金焕民China's Children's Snack War Has Erupted!
Capital is pouring into China's children's snack market, with new brands like Duomaomao and Shugele securing significant funding. The market is growing rapidly, but brands face challenges in supply chain management and innovation, while opportunities remain for differentiation.
商隐社A Positioning Story Worth 30 Billion: Not All Milk Is Telunsu
In 2005, Telunsu was launched, starting the battle for the high-end white milk category. By 2021, Telunsu had nearly secured victory in this segment, with sales approaching 30 billion yuan, driven by a strategy of premium positioning, product innovation, and brand building around the concept of 'better'.
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