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 71 of 196
Marketers: Post-80s Step into the Spotlight, Post-70s Remain the Pillar
Two recent age-related news stories have sparked heated discussions: one about a 48-year-old unemployed executive's midlife crisis, and another about young post-80s executives being promoted at Luzhou Laojiao. This article argues that while companies favor younger talent, post-70s marketers are still the backbone of FMCG enterprises, possessing valuable experience, stability, and wisdom.
陈思廷Master Kong Iced Black Tea's Summer Theme Song Released, Joining Forces with Virtual Idol from Chinese Animation 'Left Hand Layup' to Ignite This Summer!
Recently, Master Kong Iced Black Tea and the Chinese animation 'Left Hand Layup' released their summer single 'Live Like a Summer', with the related video landing on Bilibili's 'Fruit 'Burn' Happy Camp'. The youthful, upbeat music and the energetic performance of the first virtual idol captured the attention of many young people on Bilibili who love Chinese animation and basketball culture, sparking a summer 'burn' trend.
AmyEyeing High Margins, Three Squirrels Dips into Beverages
Three Squirrels, a snack giant, is entering the beverage market with high-margin products like spring water and sparkling water, set to launch by the end of June. Despite the potential, industry experts are skeptical due to intense competition and the company's lack of experience in the sector.
郭秀娟 王晓The Next Decade of Content: Abandon Content Marketing, Embrace Content Strategy
If you ask me what will determine a company's growth in the next decade, my answer is content. Digitalization and big data will become infrastructure, but content requires strategic thinking. Only by elevating content to a strategic level can we win future competition.
梁将军The Algorithm of Growth and the Brand Thinking Model
Growth is undoubtedly the primary goal of an enterprise, with all work revolving around it. The first pillar of growth is the product, the second is traffic, the third is user operations or brand, and the fourth is culture. The formula for growth is: revenue equals average order value multiplied by the number of users, with repurchase rate and diffusion index determining the upper limit. To build a brand, the thinking model involves creating scenarios, labeling, social engagement, and spreading.
空手Sugar Reduction Products Are Increasingly Competitive; How Long Will the Salt Reduction Track Stay 'Flat'?
While sugar reduction has become a pervasive trend in the food industry, salt reduction remains relatively overlooked despite high consumer awareness. This article explores why salt reduction hasn't gained the same momentum, the challenges it faces, and potential strategies for brands to capitalize on this emerging opportunity.
FBIFOn the Eve of the Cheese Market Explosion, a Dark Horse Quietly Lurks: 'Jisdin' Makes Big Moves!
In the current dairy industry, cheese is undoubtedly the hottest subcategory. Recent major events and data show the market's prosperity: Milkground's cheese revenue surged 125% in 2020, Yili's cheese revenue soared 812.56%, and Mengniu acquired a controlling stake in Milkground. Jisdin, a brand born in 2018, has been quietly preparing and is now making a high-profile entry with brand upgrades and strategic partnerships.
秦淮Can Pre-Made Dishes That Just Need Heating Win Over Young People's Stomachs?
Pre-made dishes, which only require heating or simple cooking, are becoming popular among young people who struggle with cooking. The market is growing rapidly, with 71,900 related companies in China and a projected market size of 1 trillion yuan in the next six to seven years, but challenges remain in taste and regional preferences.
刘霞Interview with Tang Binsen: In Genki Forest, Product Managers Have the Most Say
Tang Binsen, founder of Genki Forest, discusses his philosophy that there is no absolute red or blue ocean, only good and bad execution. He emphasizes the importance of product quality, user-centric decision-making, and digital transformation, arguing that true digitalization means giving power to consumers and using data for decisions.
商业风向标Reflections on the Zhong Xue Gao Incident: User Love and Hate in an Instant
Zhong Xue Gao unexpectedly went viral again, but in a way no one anticipated. On June 16, a clip of its founder saying 'the most expensive Zhong Xue Gao is 66 yuan, take it or leave it' sparked a hot search, leading to public apologies for past false advertising and a massive online backlash, illustrating the double-edged sword of internet-famous brands.
陈思廷2020 Marketing-Related Spending Ranking of 37 Listed FMCG Companies: About 68% Saw Declines | Morketing Research List
Based on the 2020 annual reports of 37 listed FMCG companies, Morketing Research found that under the impact of the pandemic, about 68% of FMCG brands saw a year-on-year decline in marketing-related spending. Specifically, in the beverage industry, only 6 of 13 companies saw positive revenue growth, and marketing-related expenses declined for all except Wuliangye. In the food industry, revenues all grew, but only Haitian and Hormel reduced marketing-related spending.
Morketing研究院BC Integrated Operations Will Ultimately Replace Deep Distribution
A fundamental reality: after 2010, no well-known new brand rose through advertising (perhaps Xiaoguan Tea is an exception); similarly, no new brand achieved fame through deep distribution (perhaps Jiangxiaobai's deep distribution after IP ignition is an exception). Advertising-driven (brand-driven) and channel-driven approaches are no longer the driving forces for corporate rise. The distribution logic of channels is giving way to the sell-through logic. Deep distribution is distribution logic, while BC integration is sell-through logic. Distribution solves the 2B problem, while sell-through simultaneously addresses both B and C. Once sell-through is solved, distribution is no longer an issue.
刘春雄This Fujian Family Earned 60 Billion Yuan Selling Snacks
From a small-town preserved fruit factory director to Fujian's richest family with a net worth of nearly 60 billion yuan, the Xu family built Dali Foods through a 'copycat strategy'. After Dali Foods' successful IPO in 2015 and the family's wealth surge, 2020 marked a different phase with the first revenue decline since listing and record-low net profit growth.
有趣有料有深度7000-Word Analysis: How to Tell If a Snack Will 'Go Viral'?
Whether you make or sell snacks, how do you find a hit product? This article explores the product requirements for a snack to become a bestseller. Snacks are divided into two categories: those that fill the stomach and those that keep the mouth busy. The focus here is on the latter, such as braised products, vegetarian snacks, nuts, and candies.
阳光头What Category Perception Opportunities Do Chinese Consumers Still Have for Sparkling Water?
The sparkling water category in China is crowded with brands. Why has it become popular? This article explores Chinese consumers' perception of sparkling water and identifies untapped cognitive opportunities for sustained market growth.
小圈梨Can a 400,000 Yuan Fine Make Coconut Palm Group 'Learn Its Lesson'?
Coconut Palm Group, known for its controversial ads, was fined 400,000 yuan for a recruitment ad that violated advertising laws. The company, once a leading beverage brand, faces challenges from aging marketing and intense competition, raising questions about its future.
New DistributionHow Is Genki Forest, Built with an 'Internet Spirit', Doing Now?
With founder Tang Binsen making frequent public appearances recently, attention has turned again to the young company Genki Forest. At the 21st Yabuli China Entrepreneurs Forum in Heilongjiang, Tang spoke publicly for the first time as the 'head of the family' about the brand's story, attributing its rapid growth to a simple reason: 'In the past six years, Chinese society has rewarded companies that make good products.' He also emphasized that the internet spirit is the driving force for internet entrepreneurs to transform traditional industries.
New DistributionA Micro-History of China's Consumption Changes: Dongpeng Lists, Red Bull Battles, Yuanqi Rises
As consumer preferences shift toward healthier beverages, functional drinks are losing favor. Dongpeng Beverage recently went public as the 'first functional drink stock,' but its market is being squeezed by new competitors like sugar-free and low-sugar drinks, while capital flows to new brands.
葛煜A Discussion on the Premiumization of Beer
Premiumization has become a common and synchronized move in the beer industry, with major companies incorporating it into their long-term strategies. Those who lag behind will suffer or even be eliminated. How far can beer premiumization go? This is a topic of common concern among many friends.
方刚Distributing Brands like Qiaqia, Xizhilang, and Dori, Achieving Annual Sales Over 100 Million in a Third-Tier City: What Innovations Did She Make?
In the face of a challenging market, distributor Kunshan Qianjing Commerce has maintained growth by focusing on internal management refinement and exploring new offline channels. Through strategic brand reduction, team performance reforms, and the development of a group-buying business, the company achieved annual sales exceeding 100 million yuan in a county-level city.
周群The Second Half of New Consumption: From Traffic Battles to Brand Battles
Whether it's seeding, live streaming, private domain users, or fan economy, both new and traditional brands are rapidly adopting these tactics, making new methods standard. The dividends from omnichannel content marketing and live commerce are fading, entering a 'plateau phase,' prompting brands to shift focus from sales channels to brand value. The ultimate mission of a brand is to dominate a category and become the representative of that category in the minds of consumers and potential customers. Traffic alone cannot create a brand; building brand mindshare requires understanding the audience's life轨迹, mental structure, and mental patterns, then identifying the core paradigm of 'Weibo, WeChat, Douyin content marketing + Focus Media scenario marketing' to achieve saturation attacks and sustained positioning.
进击波大商业组Uni's Chali Wang, the First to Make Sugar-Free Tea, How Did It Miss Out on Young Consumers?
Sugar-free tea drinks, once mocked as "unpalatable," have finally found their moment. According to a 2018 report by Xinsijie Industry Research Center, China's demand for sugar-free tea beverages was 3.727 million tons in 2017, projected to nearly triple to 10.858 million tons by 2021. As concepts like weight control and skin care through sugar reduction sweep social platforms like Douyin and Bilibili, sugar-free tea drinks, which had been "cold-shouldered" for years, have begun to gain popularity in recent years.
财经新媒体Low-Alcohol Beverages: Diverging Paths from E-Cigarettes
The low-alcohol beverage startup scene recently made headlines due to an article about e-cigarette entrepreneurs pivoting to selling alcohol. While the sector heats up, debates persist over whether it's a real trend or a 'tax on stupidity.' Despite investor enthusiasm, market response has been slow. Low-alcohol brands, like e-cigarette companies, market themselves as healthier alternatives, but they operate on fundamentally different supply chain, branding, and channel strategies.
Stephen、SiyaTerminal Media: Easy to Use, but Not Everyone Can Use It Well
Subway station ad spaces are increasingly vacant, and the once grand alcohol brand ad campaigns have long lost their aroma. Even the previously diverse outdoor screens and elevator ads are now often filled with public service content about environmental protection, animal care, and health. Does this mean front-end media advertising is no longer needed? Of course not. Under the strategic premise of deeply operating target audiences and focusing on marketing conversion, broad-traffic front-end media ads are no longer pleasing clients. Some might say it's because there's no money. Unfortunately, it's possible to lack money for benefits, but there's always money for advertising; clients have simply shifted their affections.
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