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 70 of 196
The "Leading by a Small Step" Methodology of the Largest Condiment Distributor in Southern Zhejiang and Northern Fujian, Representing Brands like Heinz Weishida, Lee Kum Kee, Totole, and Unilever
This article explores how Wenzhou New Era Food Co., Ltd., the largest condiment distributor in southern Zhejiang and northern Fujian, has maintained growth amid changing market conditions by adopting a "leading by a small step" philosophy, efficient management of over 200 brands and 5,000 SKUs, and strategic channel expansion and market penetration.
周群June Fresh Releases China's First Salt-Reduction White Paper: What Is the 'True' Standard in the Post-Zero-Additive Era of Condiments?
In February 2021, the National Poverty Alleviation Office was abolished and replaced by the National Rural Revitalization Administration, marking the complete eradication of rural poverty and the shift toward building a moderately prosperous society. This signifies that consumption upgrading is not a local phenomenon but a holistic one, not future tense but present continuous. The era drives the rise of salt-reduction awareness, and June Fresh has taken the lead by releasing the first salt-reduction white paper, setting a new benchmark for the industry.
AmyThe High-End Battle in the Beer Industry: Xuehua's Hou Xiaohai - Fearless Heart, Brave the World
Hou Xiaohai, CEO of China Resources Beer, reflects on his journey from poverty to leading the company's high-end transformation, emphasizing innovation and courage in the face of challenges.
张然Heqizheng Launches "Sparkling Herbal Tea," "Chinese Cola" Expected to Spark New Consumer Wave!
Recently, Heqizheng launched a new product—Heqizheng Sparkling Herbal Tea—which has attracted industry attention. This innovative functional beverage, presented as "herbal tea + fizz," expands people's perception of herbal tea into broader dimensions. Industry insiders say that Chinese herbal tea and Western cola were both originally invented as medicinal drinks, sharing a common understanding of food and medicine homology, which will help promote the new product in the early market. This sparkling herbal tea resembles cola but surpasses it...
AmyInterview with Zong Fuli: The 'New Consumption' Transformation of Emerging and Established Brands
2020 was a breakout year for China's new consumer brands, driven by consumer demand outpacing supply. Zong Fuli, president of Hongsheng Beverage Group and brand PR director of Wahaha, discusses how both emerging brand KellyOne and established brand Wahaha have evolved by focusing on consumer needs and innovation.
编辑部Channel Order Onlineization: Controlling Product Flow and Enhancing Marketing Efficiency
Field Service 365 proposes that digitalization in the FMCG industry mainly consists of five onlineizations: personnel, customers, marketing activities, channel orders, and channel inventory. Among these, channel order onlineization, which manages orders for products sold by distributors, is undoubtedly the most challenging. By understanding distributor sell-out orders, companies can gain insights into product flow, implement targeted marketing activities, and improve efficiency.
数字化的Winning the Omnichannel Competition: Brands Need a Good Partner
In the era of omnichannel competition, all brands have no way back. The so-called 'omnichannel competition' means that you may encounter competition from any opponent, at any time, in any space, in any category, using any means, and nothing is predictable anymore. Omnichannel competition includes several layers of meaning. First, besides traditional 'friendly competitors', brand owners face more opponents from any field. Previously, they might have been an FMCG manager, an internet celebrity, a chef, an investor, a media person, an IT person, or even...
陈文石Community Group Buying: Brand Strategies - Set Standards, Differentiate, Respond Quickly
Following the collapse of Tongcheng Life, community group buying remains a viable retail model. For brands, the key is to set standards, differentiate products, and respond quickly to navigate this trillion-yuan market.
袁来The Low-Alcohol Trend: Even Moutai Has to Follow
Low-alcohol beverages are becoming a new trend in the drinks market. Besides brands like Jiangxiaobai and RIO that target young drinkers, newly listed Naixue's Tea, Coca-Cola, and Genki Forest have all launched low-alcohol products, while ByteDance, NetEase Yanxuan, and Alibaba also have their own brands. Public data shows that in 2021 up to May, the alcohol sector saw 27 financing rounds totaling about 2.508 billion yuan. Over the past decade since 2011, domestic alcohol investments have exceeded 55 billion yuan, prompting traditional distilleries like Moutai and Wuliangye to introduce competing low-alcohol brands.
葛煜A Brief History of Functional Beverages
Since Dongpeng Tequila's listing a month ago, its stock price has drawn much attention, but more importantly, its status as the first Chinese local functional beverage brand to go public raises questions about the industry's future. This article traces the history of functional beverages from Red Bull's origins to current trends, analyzing key strategies and future directions.
苏相如This Generation of Young People Can't Even Afford Instant Noodles
Post-90s Xiao Lin recalls her student days when instant noodles were a lifesaver, but now she finds that the price of instant noodles has risen significantly, with some buckets costing nearly 10 yuan and even over 20 yuan. Traditional brands are launching high-end lines, and new brands are emerging, but the upgrade faces challenges from consumer perception and competition from new fast-food categories like luosifen and self-heating hotpot.
深燃团队In the Second Half of the 'Involution' in the Nuts Industry, Which Brands—New or Old—Will Go Further?
Scan the QR code in the image to register. Few foods combine the contradictory attributes of 'high calorie' and 'healthy,' but nuts do. Given that China's nut consumption is far below that of developed countries like the US and Japan, the industry has huge growth potential. According to a previous forecast by the Qianzhan Industry Research Institute, the market size of China's nut and roasted seed industry will reach about 185.5 billion yuan by 2025. In 2015, Wolong's 'Daily Nuts' series became a hit, igniting competition in the domestic nuts industry: past players like Qiaqia, which focused on sunflower seeds, gradually developed nuts as a second growth curve, even setting a strategic goal of 10 billion yuan in sales (including tax) by 2023; Three Squirrels, which seized the last wave of e-commerce dividends, expanded offline; and Bestore, which started offline, has embraced a 'premiumization' strategy to tell a new story.
财经新媒体The History of China's Baijiu Industry Leaders
This article traces the evolution of China's baijiu industry leadership from Luzhou Laojiao to Fenjiu to Wuliangye and finally Moutai, analyzing the economic, policy, and strategic factors behind each transition, and discusses whether Wuliangye can regain its top position.
许文涛Heqizheng Innovatively Launches 'Chinese Herbal Tea Cola'! Herbal Tea with Fizz?
Heqizheng has launched a new product, Heqizheng Sparkling Herbal Tea, combining herbal tea with bubbles to target the younger market. The brand aims to differentiate itself in the beverage market and potentially upgrade the herbal tea industry through innovation.
食品君As the Beverage Peak Season Arrives, How to Win the Cooler Battle?
During the annual June-August beverage sales peak season, coolers become the key battleground for beverage manufacturers. This article discusses strategies for winning the cooler war, including focusing resources on high-potential outlets, leveraging existing coolers, optimizing in-store displays, and adopting innovative technologies and incentive programs.
刑仁宝In the 100-Billion-Yuan Rice Noodle Market, Why Only Luosifen Stands Out
The rice noodle industry has reached a scale of 100 billion yuan, yet few brands have achieved scale. Luosifen, with its unique flavor and standardized production, has become the most representative category, thriving in both dining and retail. Other regional rice noodles face challenges in branding and standardization, but some new brands are leveraging e-commerce and retailization to grow.
董柴玲Too Many New Brands, Not Enough Consumers
The number of new consumer brands in China is exploding, leading to intense competition and market saturation. As brands struggle to differentiate, many turn to celebrity endorsements and niche marketing, but the fundamental challenge remains: consumers have limited attention and wallets.
谢康玉In-depth | Wusu Beer, Unwilling to Be a Mere Internet Sensation, Begins Fine-Tuning Its Market Strategy—How Long Can It Stay Popular?
Wusu Beer has capitalized on the counter-mainstream trend in China's beer market, achieving nationwide popularity. However, its future depends on whether it can transition from a viral brand to a lasting one, with key questions about its brand strategy and market cultivation approach still unanswered.
陈思廷Be & Cheery's Wandering Path to Offline Stores
Be & Cheery, a veteran online snack brand, is venturing into offline stores not out of strategic awakening but due to declining online growth and market pressure. Despite its early success in e-commerce, it faces intense competition and channel chaos, making its offline expansion a challenging endeavor.
吉光先生A Bottle of Milk, a Bottle of Drink's 'Private Domain': Is It Just Scanning a Code to Get a Coupon and Enjoy a Second Bottle for 1 Yuan?
Scan the QR code in the image to register. The concept of private domain has become familiar to traditional practitioners due to the pandemic. We often see how someone's business has grown significantly through private domain strategies, and in CVS convenience stores, KA outlets, and some terminals, we frequently see activities like scanning codes to receive red packets or coupons, or the first bottle for 1 yuan. Perhaps you have also scanned a code to add a WeChat account (official account, service account, or personal account) after purchasing a product. When you complete this action, you can be considered a 'private domain user' of that brand.
刘鸣 袁来Pepsi to Sell Alcohol, Beverage Giants Target 'Tipsy' Young Consumers
Following Coca-Cola's launch of hard seltzer in China in June, Pepsi is also planning to sell alcoholic beverages under its Rockstar brand, according to recent trademark filings. Beverage giants are increasingly eyeing the low-alcohol drink market to attract young consumers.
金斐 冯颖星Genki Forest Falls from the "Cloud"
Genki Forest's rise, like a stone thrown into a lake, stirred ripples in China's long-quiet beverage market. People are keen to dissect its success logic: geographic arbitrage, aesthetics as justice, influencer marketing, seizing the consumer mindshare of "0 sugar, 0 fat, 0 calories," and fully exploiting convenience store channel dividends. There is no shortage of criticism and doubt: "fake Japanese goods," "copycat," "inflated valuation," "sugar-free scam," and "consumer goods companies that focus too much on marketing and not enough on product will have no future." At the recent Yabuli Forum...
芽郁New Distribution Thematic Salon—"Community Group Buying Is Coming on Strong: Brand Owners' Response Strategies" Concludes Successfully!
Scan the QR code in the image to register. Within a short time of its rise, community group buying has become well-known throughout the FMCG industry, from executives to sales staff. However, only by doing it do you realize how much remains unknown: How should community group buying be done? How should product strategies be set? How should organizational structures be designed? What partners should be chosen? How should resources be allocated? On the afternoon of June 25, New Distribution held a successful salon seminar in Shanghai on this topic.
New DistributionRaises $535 Million! LIVEKINDLY Collective Enters China Market with a 'Plant-Based' Diet Path with Chinese Characteristics
Driven by global trends toward returning to nature, ecological harmony, and carbon neutrality, consumers—especially younger generations—are increasingly turning to plant-based foods. Market research shows the global plant protein market is expected to grow at a CAGR of 14% from 2019, reaching $40.6 billion by 2025. According to GFI data, China's plant-based market was nearly $1 billion in 2018, with institutions predicting annual growth of 20%-25%, signaling a new wave of plant-based food.
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