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 67 of 196
Terminal is King, Where is the Way, Can New Store Commerce Be the Antidote?
The article discusses the evolution of the 'terminal is king' sales model in FMCG, emphasizing that while offline channels remain crucial, brands must integrate digital tools to enhance terminal efficiency. It introduces 'New Store Commerce' as a solution to overcome physical limitations of stores by leveraging dual stores, dual scenarios, dual IPs, dual experiences, and a toolkit of cloud store, community, live streaming, and WeChat Moments to empower terminals and connect with consumers.
朱朝阳Content Marketing: The Killer Move of Top Livestream Sellers and the Nemesis of Livestream Failures
Many celebrities have failed in livestream e-commerce, such as former hosting queen Li Xiang, whose sales didn't even cover the slot fee, and Xiao Shenyang, who sold 100 items but saw 80 returns. The root cause isn't their traffic but poor content marketing. Most brands' marketing content is formulaic, and all streamers express products in the same way. Content marketing is crucial for brands, especially startups, to gain high traffic with minimal cost and break through resource constraints.
高级研究员 海游Is Opening a Physical Snack Store Still Profitable in 2021?
Physical snack stores remain a dominant sales channel, accounting for over 70% of the leisure snack market. Despite the presence of leading brands, the market is highly fragmented, offering opportunities for new entrants. This article examines the business model of 'Snack Busy', a chain focusing on affordable snacks in central China, and discusses its profitability, regional characteristics, and the evolving consumer habits that favor cost-effectiveness.
赵小米Who Is Mass-Producing New Consumer Founders?
The article explores the phenomenon of former Procter & Gamble (P&G) employees becoming founders of new consumer brands in China, leveraging their training and marketing expertise. It highlights examples like Perfect Diary's Huang Jinfeng and HFP's Lü Bo, while noting that despite their advantages, these founders face significant challenges in sustaining growth.
全天候科技Viya's Bread 'Flip-Flop': Another Yuanqi Forest-style Scam?
A low-fat whole wheat bread promoted by top livestreamer Viya and recommended by Dingxiang Doctor was found by Shanghai Consumer Council to have higher carbohydrate and energy content than labeled, sparking controversy. The brand, Pastoralism, backed by Yuanqi Forest, faces accusations of misleading consumers, highlighting issues in influencer marketing and product quality.
开菠萝财经团队When Will Chinese FMCG Brands Go Global?
Chinese FMCG brands have yet to achieve global recognition, despite China's manufacturing prowess. The article discusses the challenges and opportunities for Chinese brands to expand overseas, highlighting cultural differences and the need for strategic focus on global markets.
赵波If It's Not Expensive, It Doesn't Deserve to Be Called 'New Consumption'
New consumption brands are increasingly pricing products at premium levels, from 30-40 yuan cups of tea to 40 yuan bowls of noodles, sparking consumer complaints about affordability. While some argue this reflects consumption upgrades and brand storytelling, others question whether it's a trap or a result of intense market competition, with capital still pouring into these high-priced brands despite their struggles.
开菠萝财经团队Omnichannel Distribution: A Core Skill Every Enterprise and City Manager Must Master
This article discusses the evolution of distribution channels in the FMCG industry, emphasizing the shift from traditional single-channel models to fragmented, omnichannel environments. It argues that omnichannel distribution—covering all consumer touchpoints both online and offline—is now a core skill for enterprises and city managers, requiring strategic channel selection based on consumer behavior and category characteristics.
赵波Domestic Sugar-Free Beverages Enter Explosive Growth Period, Upstream Business Also Booming
As demand for sugar-free beverages surges, the market price of erythritol has risen to around 25,000 yuan per ton. This growth is driving existing manufacturers to expand capacity and attracting new investors, intensifying competition in the erythritol industry.
New DistributionTraditional Marketing Is No Longer Effective; Product Strength, Connectivity, and Operational Capability Are the Future!
In recent years, numerous innovative consumer brands have emerged, such as Genki Forest, Zihaiguo, Danyuanliang, Zhongxuegao, Wangbaobao, and Haomaiduo. Unlike traditional brands, they have not followed conventional marketing methods like TV advertising and offline distribution, but instead use new marketing models to quickly gain consumer recognition. The competitive barriers of traditional enterprises, built on the 'three marketing forces' (product, brand, and channel), are disappearing due to excess marketing resources, changing consumer cognition, and improved technology and infrastructure. The article argues that the marketing force triangle must shift from product, channel, and brand to product, connectivity, and operational capability.
赵波Who Can Understand Jiangxiaobai?
This article discusses the challenges and successes of Jiangxiaobai, a pioneering new consumer baijiu brand in China, and announces that its founder, Tao Shiquan, will speak at the 4th China FMCG Conference to share his insights.
陈思廷How to Make KOLs Sell for You: A Comprehensive Guide
This article explains what KOLs are and how brands can leverage them for marketing. It covers the purposes of KOL marketing, how to select and manage KOLs, and various marketing strategies across different platforms.
胡钶Red Bull Anaji and Yadea Joint Cross-Border Marketing Boosts Distributor Confidence!
Recently, Red Bull Anaji and Yadea launched another major IP co-branded event, "Ride Guanneng to Mars," which officially started at 13:00 on August 28. This is another deep collaboration between Red Bull Anaji and Yadea following the "Guanneng China Tour" brand carnival in July. During the 2-day, 1-night journey, Red Bull Anaji provided energy support to the "Guanneng Exploration Team" composed of 9 outstanding riders. Through this event, Red Bull Anaji built a brand image of efficient energy storage and set a new benchmark for functional beverage brand marketing. In addition, the two industry leaders...
秦淮Summarizing New Products from Nongfu Spring, Genki Forest, Mizone, Nestlé, etc.: New Trends in Beverages!
China's beverage market is booming, with a market size of 991.4 billion yuan in 2019, expected to exceed 1.3 trillion yuan by 2024. Based on new product launches by leading domestic beverage companies in 2021, this article shares development trends in the domestic beverage industry, including sparkling water, packaged water, functional drinks, tea drinks, and juice drinks.
高级研究员 海游After Reviewing 100 New Brands with Tmall, We Summarized 4 Key Strategies for Standing Out in the Food Industry
This article analyzes the success logic of new food brands on Tmall, highlighting four key strategies: product-focused big-item tactics, value transmission, user-centric focus, and leveraging platform momentum. It uses examples like Future 7, Coconut Full, and Youledao to illustrate these approaches.
品妹Former Jia Duobao and Special Forces Coconut Juice Executives Launch Seasoning Brand—Kouwei Quan, Redefining the Seasoning 3.0 Era
As the new consumption entrepreneurship wave heats up, more executives from traditional FMCG giants are joining the startup fray. Kouwei Quan, founded by a former sales executive with over 20 years of experience, has completed two rounds of financing within three months, aiming to redefine the seasoning industry with a focus on nutritional and functional products.
袁来The Gold Rush in the 10-Billion-Yuan Near-Expiry Food Market: Some Trade Millions Monthly, Others Worry About Inventory
Near-expiry food is becoming a hot topic in the consumer industry, attracting young consumers with steep discounts and new specialty stores. While some traders see monthly transactions in the millions, others face unstable supply and profit challenges, raising questions about the sustainability of this trend.
任子勋100,000 Group Leaders and 1,000+ Livestreamers in One Matchmaking Event: See You in Shanghai on September 23!
In 2021, FMCG industry players face unprecedented challenges as traditional channels decline. The article highlights the rise of community group buying and livestream e-commerce as key growth areas, and announces that the 4th China FMCG Conference will provide a platform for brands and distributors to connect with 60+ community group buying platforms (representing 100,000 group leaders) and top livestreamers from Douyin and Kuaishou.
陈思廷Capital Stops Investing in New Consumer Brands
Capital has stopped investing in new consumer brands, a signal that has become increasingly evident since the second quarter of this year. While the consumer market remains hot and new brands continue to emerge, investors have grown more cautious, with early-stage funding declining and attention shifting to offline opportunities.
胖鲸In-depth | How Tiansi Group's Red Bull Vitamin Flavored Drink Embeds the 'True Bull' Spirit in Consumers' Hearts
In an era where attention is fragmented by the internet, major sports events serve as an effective marketing scenario to gather consumer attention, with the Olympics being the most watched and hottest. This year's Tokyo Olympics, postponed by a year due to the pandemic, presented both opportunities and challenges for athletes. Tiansi Group's Red Bull Vitamin Flavored Drink seized this opportunity, leveraging precise marketing moves and sports sponsorships to enhance brand affinity and promote its 'True Bull' spirit.
New DistributionQian Dama 'Harvests' the Elderly
Qian Dama, a community fresh food chain born in Guangdong, has expanded rapidly by targeting elderly customers with services like tiered discounts and community engagement. Despite its success and IPO rumors, franchisees complain about low profits, and consumers question the actual savings from its discount model.
深燃团队Dali Foods H1: Revenue 11.287 billion yuan, net profit 2 billion yuan, with Meibeichen, Doudoudou, and Lehu driving growth!
On the evening of August 27, Dali Foods Group, owner of brands such as Daliyuan, Doudoudou, Lehu, and Heqizheng, announced that in the first half of 2021, the company achieved revenue of 11.287 billion yuan, a year-on-year increase of 11.1%, and net profit of 2 billion yuan, up 7.3%, setting a record high for the half-year period. The three strategic brands—short-shelf-life bread brand Meibeichen, soy-based brand Doudoudou, and functional beverage brand Lehu—were the main growth drivers, with growth rates of 52.4%, 21.5%, and 15.1%, respectively.
New DistributionEveryone Wants to Be an Internet Celebrity Through Marketing—So Who Still Takes Food Seriously?
As internet-famous food brands like Genki Forest repeatedly apply marketing templates to new products, the industry increasingly prioritizes marketing over craftsmanship. This article questions whether traditional food makers' dedication to quality is being lost in the rush for quick wins.
锌刻度Xiduoduo Launches on Focus Media to Capture the Tremella Market, Eating Your Way to Radiant Beauty
Recently, an advertisement for Xiduoduo's freshly stewed tremella, endorsed by popular star Zhao Lusi, has been frequently appearing on Focus Media's elevator screens, offering a refreshing take on traditional Chinese wellness for fast-paced urban consumers. Have you tried Xiduoduo's freshly stewed tremella, made with real ingredients for beauty from within?
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