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 65 of 196
Original 79 Yuan Sparkling Water Sold for Only 3.5 Yuan, Bought Out; Someone Ordered 30,000 Cases in One Go. Yuanqi Forest 'Fleeced' for Over 2 Million? Official: Please Request Refund
On October 26, many netizens shared on Weibo their purchases from Yuanqi Forest's official Taobao store (not Tmall flagship store) after a pricing error, with some buying 3 cases for just 10.55 yuan. The store has since removed all products and posted a notice pleading with customers to apply for refunds, as the error caused losses exceeding the store's capacity. Yuanqi Forest confirmed the operational accident and said they are working on a solution.
New DistributionYili Acquires Stake in Ausnutria, Securing Leading Position in Global Milk Powder Market
On October 27, Ausnutria Dairy Corporation Ltd (1717.HK) announced that its shareholders and the company signed a transfer and issuance agreement with Hong Kong Jinshang Trading Holdings Limited, a wholly-owned subsidiary of Inner Mongolia Yili Industrial Group Co., Ltd. (Yili). Under the agreement, Jinshang will acquire 530,824,763 shares of Ausnutria at HK$10.06 per share, and subscribe for 90 million new shares, resulting in a total holding of 34.33% of the enlarged share capital, triggering a mandatory general offer.
New DistributionTianhu Beer: Having Won the Past Two Decades, Can It Win Another Ten Years?
Tianhu Beer, a regional brand in Fushun, Liaoning, has thrived for 20 years despite being near industry giant Snow Beer, by focusing on fresh beer with a differentiated strategy. Now facing challenges like population decline and lack of outside-market presence, its future hinges on strategic expansion.
陈思廷Traffic Costs Triple, Shift to Offline, All-in on Douyin... How Can Brands Grow New Vitality?
Brand involution is the keyword for the consumer industry in the second half of the year. This means it's no longer possible to quickly charge ahead based on external dividends; deeper strategic trade-offs and refined operations become crucial. But whether it's repositioning, KOL combinations, judgments on traffic platforms, or the emphasis on online vs. offline, every step forward for a brand will face many unknown challenges and choices. Where should brands go next, and how can they grow their own vitality without relying on capital?
陈逸Raising Ex-Factory Prices: Is a New Wave of Price Hikes Coming?
On October 22, Chacha Food announced that due to rising raw material costs, it would adjust ex-factory prices for some of its sunflower seed products, effective October 22, 2021. The company cited product upgrades and increased costs for raw materials, packaging, and energy, with price increases ranging from 8% to 18% across categories.
珊珊Late-Night Outcry! Carrefour Membership Store Faces Brand Boycott on Opening Day: Competitor Pressure for 'Either-Or' Choice
Carrefour's first membership store in China opened on October 22, but on the same day, some brands were pressured by competitors to buy back all their products, preventing many members from making purchases. Carrefour has reported this to relevant authorities, while also planning to convert 100 of its 200 hypermarkets into membership stores within three years.
New DistributionSeven Years of Effort, Hubang Strategic Focus: Striving to Be the No.1 in the Meat Chili Sauce Category
China's spicy food lovers exceed 600 million, and the trend of spiciness is spreading nationwide, with chili consumption steadily rising. The chili sauce market is vast but has low entry barriers, leading to intense competition and low industry concentration. Hubang, after seven years of exploration, has launched a new strategic positioning as 'Hubang Meat Chili Sauce,' aiming to create a distinct category and become the leading brand in this segment.
高级研究员 海游New Insights into New Consumer Brands
This article reveals the truth behind new consumer brands, including the changing dynamics between brands and KOLs, the challenges of high traffic costs and low repurchase rates, and the critical role of platforms like Xiaohongshu and Tmall. It also highlights the intense competition, the importance of brand premium and repurchase, and the need for brands to adapt to survive.
骏小宝This Generation of Young People Still Has a Headache Over Buying Shampoo
Young Chinese consumers are increasingly frustrated with traditional shampoo brands, leading to a rise in new domestic brands that focus on specific ingredients and efficacy. The article traces the history of the shampoo market in China, from the dominance of P&G and Unilever to the emergence of new brands like Spes, which use data-driven research to address local hair concerns.
开菠萝财经团队Zhoupu Data Attends 105th Autumn Sugar Fair with FMCG Brand Accelerator Solutions to Help New Brands Achieve Sustained Growth
The 105th National Sugar and Wine Commodity Fair officially opened in Tianjin on October 19, 2021, and Zhoupu Data, a company dedicated to providing data intelligence services for the FMCG industry, participated again. With the "magic" of online traffic fading, the critical role of offline channels has become prominent. Once regarded as a core competitiveness by new consumer brands, the traffic playbook of millions of bloggers seeding and driving sales across online channels such as Xiaohongshu, Douyin, live-streaming rooms, and Bilibili is being continuously replicated. As more players enter and market competition intensifies, this once-effective traffic strategy has become increasingly mediocre and inefficient due to imitation by more brands.
New Distribution2022 Budget Guide: How Should Brands Review Their Gains and Losses This Year?
Projects without review lead to endless cycles of failure. This is a phrase I often tell my team, whether it's a small promotional event or a grand annual plan, review is a must. At the end of September, I participated in the review meeting of the National FMCG Conference organized by New Distribution. The team members spoke actively and did a commendable job, but there were also common issues found in all review meetings. Today, let's explore the underlying logic of work review.
高级研究员 海游From Guizhou Snow Beer: How a 70% Share Stronghold Market Decides the High-End Battle
Why study Guizhou Snow Beer? Without focusing on Snow Beer, it's impossible to understand China's beer market; without analyzing Guizhou Snow Beer, it's impossible to understand Snow Beer. Guizhou Snow Beer, a regional company with an outstanding track record, achieved over 70% market share by 2011 and has maintained absolute leadership. This article explores its unique strategies, including the 'high ground' terminal tactics and a digital marketing system that integrates B2B and B2C, which have driven its high-end products from 40,000 tons to 160,000 tons in three years.
陈思廷Internet-famous brand 'Adopt a Cow' leverages 'adoption model' to go viral, plans A-share IPO
According to the latest news, the internet-famous dairy brand 'Adopt a Cow' (认养一头牛), which gained popularity through its adoption concept, has recently begun its push for an A-share IPO. On October 14, the filing documents for the initial public offering and listing guidance of Adopt a Cow Holding Group Co., Ltd. were published on the website of the Zhejiang Securities Regulatory Bureau. The documents show that CITIC Securities is the guidance broker, with the guidance period roughly from September 2021 to April 2022. Since its establishment nearly seven years ago, Adopt a Cow has completed three rounds of financing, with the latest round occurring in April this year, involving investors such as KKR, DCP Capital, Haibang Fenghua, and Guanghe Investment.
New DistributionWithout Capturing the 'Business District' High Ground in a City, Brands Cannot Establish Themselves!
China's media landscape has become fragmented and pervasive, leaving consumers numb to traditional advertising. Brands and distributors must now engage consumers through experiential, in-person touchpoints. As urbanization advances, business districts have become hubs for consumer activity, offering ideal venues for brand awareness and product experience. This article discusses how brands and distributors can break into these business districts to build influence and drive sales.
高级研究员 海游Haitian Forced to Raise Prices by Macro Environment, How Can New Players in the Condiment Industry Survive?
The condiment market is becoming less profitable. On October 12, 2021, Haitian announced price increases of 3%-7% for some products, effective October 25. The price hike is attributed to rising costs and channel disruptions from community group buying, while new entrants face challenges in a competitive market.
FBIFDigitalization: Let the Bullet Fly a Little Longer
Shi Yonggang from Tsingtao Brewery discusses digitalization, arguing that companies should not rush into it without a clear strategy. He suggests starting with channel digitalization and emphasizes that digitalization is a long-term process based on business needs, not a quick fix.
史永刚The "New" Scam of New Consumer Brands
New consumer brands are like a gorgeous robe infested with lice. In 2021, the robe finally couldn't withstand the wind and rain, revealing its thin lining. This round of new consumer brands is experiencing a major collapse. From a marketing perspective, the author argues that new consumer brands, despite capital's collusion, have failed to seize power because entrepreneurs haven't clarified what exactly is "new" about them.
梁将军Guo Xulin, Assistant to the President of Hema and Head of New Brand Incubation Center: New Retail, New Brands, New Ecosystem
Hema's digital capabilities have enabled the creation of a globally pioneering retail technology system, driving digital transformation in retail. Under the new consumption era, Hema is launching the New Zero-Supply 2.0 initiative to collaborate with brands and manufacturers, leveraging its resources to co-create new products and foster innovation.
郭旭林Bain & Company Global Expert Partner and Former Coca-Cola China Marketing VP Lu Xiuqiong: The New Discipline of FMCG
Lu Xiuqiong, Bain & Company Global Expert Partner and former Coca-Cola China Marketing VP, discusses how FMCG logic has shifted from winning market share to creating demand, driven by new consumer consciousness, changed decision paths, and transformed brand-consumer relationships. She outlines the need for channel transformation, integrating physical and digital stores, and redefining roles in logistics, customer relations, and information flow.
鲁秀琼Wahaha Lost a Decade
According to the '2021 China Top 500 Private Enterprises List' released by the All-China Federation of Industry and Commerce, Wahaha's revenue in 2020 was 43.98 billion yuan, a 5.29% decline from 46.4 billion in 2019, marking its lowest in a decade and comparable to its 2009 level. Traditional beverage brands like Wahaha are facing challenges from new consumption trends, with innovation fatigue, brand aging, channel transformation issues, and a lack of 'clock-builders' contributing to their decline.
商隐社1 Billion People Chew It Addictively, the 10-Billion-Yuan Areca Nut Giant's Amazing Rise!
The article reports on the regulatory crackdown on areca nut advertising in China, focusing on the leading manufacturer Kouwei Wang (Taste King). Despite its massive sales and aggressive marketing, the company faces challenges due to health concerns and a recent national ban on advertising.
何己派Who Says New Consumption Is Dead? Here Are the Latest 22 Trends You Must Know!
The author argues that new consumption is not failing but evolving, and that brand building differs from mere selling. He outlines 22 trends, emphasizing the shift from functional to emotional products, the importance of offline channels, and the need for genuine user understanding.
龙猫君Don't Turn Jinmailang's "Four-in-One" into a "Four-Like-Nothing"
China's vast market means no single company can reach every corner with its own organizational capabilities alone. The shift from employment to partnership models—namely regional contracting—is an inevitable trend for efficient, low-cost channel coverage in FMCG. Many companies are learning from Jinmailang's "Four-in-One" model, but most are half-paralyzed or have completely disappeared. Based on personal experience, this article discusses nine common pitfalls in implementing regional contracting.
高级研究员 海游Black Horse Mentor Jiang Nanchun: The Chinese Method for the Rise of Chinese Brands
The trend of Chinese brands rising has arrived. With the significant improvement of China's comprehensive national power, consumers no longer blindly trust foreign brands, and high-quality domestic brands are emerging. However, only a few brands can stand at the forefront, so it is urgent to summarize a methodology suitable for the rise of Chinese brands. To this end, the China Advertising Association and the Management Modernization Working Committee of the China Enterprise Confederation, together with Focus Media, held the 'National Brand Development Summit Forum' in Shanghai on September 25.
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