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 64 of 196
The Battle of Digital Models: F2C or F2B2b2C?
The article argues that F2C (Factory to Consumer) is not the right digital model for traditional enterprises, as it cannot solve their fundamental digitalization problems. Instead, F2B2b2C (Factory to Distributor to Retailer to Consumer) is the necessary path, despite its higher entry barriers, because it offers greater scale and integrates online and offline channels.
刘春雄 刘馨忆What Are Companies Really Fighting About in Internal Strife?
In the journey of entrepreneurship, history often repeats itself. The legal battle between Li Ziqi and Hangzhou Weinian once again reflects the tangled internal conflicts among partners. In the FMCG sector, internal disputes over equity and trademarks are common. For instance, the seven-year 'Jiangxiaobai' trademark dispute ended with Tao Shiquan's company winning back the trademark from Jiangjin Distillery. Trademarks' uniqueness and exclusivity represent their immense value, especially when recognized by consumers and forming a market scale, as they embody brand value and are tied to interests.
田静Jingxi 11.11: Multiple Measures to Reduce Costs and Increase Efficiency, Combining Long and Short Chains to Boost Rural Revitalization
Just after 11.11, while most consumers were happily opening their packages, through Jingxi 11.11, we noticed some differences from previous years. Not only good, but also economical. Besides traditional big-name products, this year's 11.11 saw new domestic brands from industrial belts and specialty agricultural products become consumer favorites. Many items in shopping carts came from industrial belts such as Yiwu daily necessities, Chengdu paper products, Quanzhou snacks, and agricultural belts like Sichuan citrus, Jilin rice, and Yunnan Weishan red snow pear.
刘少德FMCG Brands Refining CVS Channel: Brands That Don't Understand User Positioning Get Hurt
Where you fall, you get up and try again. Lao Wang once again brings several products to negotiate cooperation with a convenience store chain, but still has no clue: who are the main user groups of this convenience store brand? Are my products suitable for sale? Product suitability is crucial. Lao Wang holds the products in hand but still feels uncertain. The same scenario is encountered by many brand owners. Starting from this article, I will analyze from multiple dimensions and provide brand owners with methods to "fill the pits." In this article, I will answer: What methods can be used to understand the user groups of the convenience store brand you are cooperating with, so that your products are more suitable for sale and reduce the failure rate of cooperation?
刘芳Only Being the 'Soy Milk King'? VV Soy Milk Is 'Not Content'
The tea drink market has never stopped being fiercely competitive. VV Soy Milk, long silent, has partnered with the Summer Palace to open a handmade drink shop and boldly announced plans to open over 10,000 stores. However, its market share has plummeted from a peak of 80% to just 0.51%, and its foray into tea drinks may face challenges from rising raw material costs and intense competition.
道总Practical Exploration of Internet-Famous Consumer Brands Going Offline
This article discusses how internet-famous consumer brands can successfully expand into offline markets. It emphasizes the need to integrate online and offline thinking, focusing on meeting consumers' five senses, using content to influence store owners, leveraging local KOLs and KOCs, and ensuring closed-loop execution in operations, management, and business.
高级研究员 海游Taobao Brands Disappear from the Double 11 Battlefield
As Double 11 shopping festival kicks off, Taobao brands that once dominated sales rankings have faded, replaced by international giants and emerging new brands. The rise of Gen Z consumers and new channels like live streaming have left these brands struggling to stay relevant.
道总Internet-Famous Brands Entering Offline: A General Guide to Landing Offline
In recent years, internet-famous products have proliferated, and behind their success, they are all planning offline expansion, as offline sales remain the mainstream for FMCG and will not change in the next decade. However, many such brands have made grand offline entrances only to disappear quietly. This article explores the reasons and offers a general guide for offline expansion.
高级研究员 海游P&G's Overwhelming Marketing Could Almost Sell Shampoo to a Monk
This article explores how brands like Bee Flower and P&G have shaped the Chinese hair care market through 'brand cultivation,' emphasizing user value and functional differentiation. It traces the evolution from simple cleansing to complex routines driven by consumer demand and marketing strategies.
沐九九Why Can Liuliumei Consistently Be a Leading Player in the Chinese New Year Snack Market?
As the Double 11 shopping festival heats up, its results serve as a barometer for FMCG brands preparing for the upcoming Chinese New Year. Liuliumei, a brand specializing in plum snacks for 20 years, topped the Tmall plum food sales chart and the popular snack chart on November 1, selling 500,000 units of its Guofeng Six-Flavor Plum Family Bucket, demonstrating its continued success in the New Year snack market.
AmyThe Calculation and Consideration Between "Expensive" and "Cheap" in Advertising
Advertising costs are never a small expense. Entrepreneurs and brand managers rack their brains to make advertising spending more efficient, even hoping to "achieve great results with small money," but it seems that most successful and shrewd entrepreneurs do not give the answer of saving money. Why do many brands, regardless of sales fluctuations, never cut their investment in CCTV? Why do some top brands spend lavishly to dominate popular variety shows rather than cheaper alternatives? Why is Focus Media elevator advertising always a battleground when internet giants are in fierce competition?
国家广告研究院Insights from Genki Forest's Offline Strategy for New Consumer Brands
The new consumer wave driven by Gen Z, combined with the 'cultural confidence' and 'national confidence' leading to the rise of 'guochao' culture, has sparked a magnificent wave of new consumer brand creation. Genki Forest, as a representative of many new consumer brands, not only gained consumer recognition and top capital追捧 from 2019 to 2020, but also firmly occupied the leading position in the beverage market, becoming a direct competitor to established brands like Coca-Cola and Nongfu Spring. Behind Genki Forest's impressive growth curve is the assistance of an offline retail data monitoring company—Mashangying. How did this company help Genki Forest achieve rapid offline sales growth, and what value and industry insights does it provide?
New Distribution2022 Annual Planning: Less Empty Talk, More Focus, Practicality, and Detailed Work Items
As the year draws to a close, many FMCG manufacturers and distributors are once again contemplating their strategies for the coming year. Faced with increasingly complex internal and external environments, the biggest concern for every sales manager is how to 'view, handle, and execute' effectively, and how to formulate marketing strategies that truly align with brand development and market realities. Drawing on recent experiences in corporate strategy discussions, the author shares a methodology that may offer some inspiration. Common pitfalls in strategy formulation include: 1. Content too vague, applicable everywhere...
邢仁宝A Guide for FMCG Brands to Avoid Pitfalls in CVS Channel Cooperation
A brand owner, Lao Wang, failed in his attempt to sell a product through a convenience store chain, highlighting common mistakes brands make when cooperating with CVS channels. This article analyzes the pitfalls from seven aspects—fees, trial sales, distribution, organization, management, execution, and data—to help brands understand channel characteristics and improve cooperation.
刘芳The Call to Arms Sounds~ FHC Shanghai Global Food Trade Show Arrives as Scheduled in Golden November, Multiple Highlights Previewed!
The long-awaited FHC Shanghai Global Food Trade Show will be held as scheduled from November 9 to 11 at the Shanghai New International Expo Centre (2345 Longyang Road, Pudong New Area). This year's exhibition area will reach 200,000 square meters, a 33% increase from last year, with over 2,800 exhibitors, up 25% from last year, showcasing the industry's transformation and growth.
11月在上海等你的Wyeth Nutrition's New Business: Digital Marketing Exploration in the 'Lower-Tier Market'
Hello everyone, I am Yin Na, head of Wyeth Nutrition's new business. Thank you to New Distribution for the invitation, giving me the opportunity to share some of Wyeth Nutrition's explorations in digitalization in the lower-tier market. Wyeth Nutrition has always placed great importance on operations in the lower-tier market. The new business is an independent team that integrates strategy and execution, bringing together diverse marketing talents from both foreign and local brands, and collaborating with Wyeth Nutrition's excellent brand-building team to innovate and explore a more efficient brand + channel dual-driven model in the lower-tier market, looking forward to working with more partners to jointly address industry challenges, symbiosis, and growth.
尹娜The Call to Arms Sounds~ This Golden November, FHC Shanghai Global Food Trade Show Arrives as Scheduled, Multiple Highlights to Preview!
The long-awaited FHC Shanghai Global Food Trade Show will be held from November 9 to 11 at the Shanghai New International Expo Centre (2345 Longyang Road, Pudong New Area). This year's exhibition area will reach 200,000 square meters, a 33% increase from last year, with over 2,800 exhibitors, a 25% increase, featuring 15 overseas pavilions and more than 10 professional competitions and forums.
11月在上海等你的P&G, the "Whampoa Military Academy" of New Consumption: Elite Exodus and the Lost Eight Years
In the booming new consumption sector, many brand operators are closely linked to a business "clan"—the P&G alumni network. Behind P&G's reputation as the "Whampoa Military Academy" of new consumption lies its comprehensive talent development system and unique position in China's commercial history. This year, new consumption has become so hot that investors exclaim they can't afford to invest.
AI财经社Seven Questions About Internet-Famous New Consumer Brands
This article addresses seven key questions about the rise of new consumer brands in China, including why they emerge, whether the market is real, whether they create lasting brands, the effectiveness of digital marketing, how to evaluate them, how to build them, and whether to go offline. It emphasizes the importance of niche scenarios, brand equity, and strategic focus.
赵波Nothing New Under the Sun: The Success of Golden Signboards Relies on These 6 Old Routines
The 2021 Golden Signboard list by CBN reveals 19 brands that passed the 3-year test, including Bilibili, CHANEL, Philips, Bright Dairy, Holiland, Hema Fresh, Keep, McDonald's, Nongfu Spring, SF Express, Tmall Global, Honor of Kings, NetEase Cloud Music, WeChat, SISYPHE, Xiaomi, IKEA, Uniqlo, and Yunnan Baiyao. The article explores the common success paths behind these brands, emphasizing market opportunity selection, strategic planning, and organizational support.
洪志西David Wei: In the Next 10 Years, China Will Give Birth to at Least 100 New Consumer Companies Worth 100 Billion Yuan!
As the new consumption track heats up, the saying goes: 'Every brand is worth redoing in the future.' According to Harvest Capital, in the next decade, China will see at least 100 consumer companies with a market value exceeding 100 billion yuan. Harvest Capital has invested in unicorns like Anker Innovations, Pop Mart, Guoquan Shihui, and Shanghai Auntie, and in 2020 alone, it saw seven consumer IPOs, five of which surpassed 100 billion yuan in market value.
混沌学园Designing a Digital Operations System: The Three Main Battlefields of Digitalization
This article, authored by Liu Chunxiong, outlines the three main battlefields of digitalization for FMCG companies. It argues that while e-commerce platforms (B2C) are the first battlefield, the second and more important one for traditional industry leaders is channel digitalization (F2B2b2C), which can connect hundreds of millions of users. The third battlefield involves retail giants using new supply chains (C2F). The article emphasizes the need for companies to identify their main battlefield based on scale and to transition from traditional models.
刘春雄 刘馨忆Disruptive Player in the Baijiu Industry: Not Pretentious, Making Liquor That Meets Modern Needs
It is undeniable that baijiu is a product with cultural attributes. Over the years, many pioneering entrepreneurs have entered the baijiu industry with innovations, but many have failed for various reasons, indicating that the real entry ticket to the baijiu industry is not easy to obtain. In the past two years, a disruptive player has emerged in the bottled liquor market, becoming one of the fastest-growing brands in the segment within two years of launch. Its three core products, Guangliang 19, Guangliang 39, and Guangliang 59, have become unignorable presences in the sub-100 yuan bottled liquor market.
冯瑶Wellness 2.0: How Health Supplement Brands Can Win Consumers
As health awareness and living standards rise, wellness practices have evolved from the 'punk-style' of soaking goji berries in a thermos to the 'pocket-style' of portable, light meals. Health supplement products are now more convenient and integrated into daily life, promising vast growth for the industry, further boosted by policies like the 'Healthy China Action (2019-2030).'
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