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.
Related research and analysis
4701 articles · Page 72 of 196
Hope Water Completes Series A Funding, Cumulative Funding Exceeds 100 Million Yuan, Brand Enters Market with Herbal Brewed Sparkling Juice
36Kr has learned that the new-style herbal juice sparkling water brand "Hope Water" has completed its Series A funding round, led by Black Ant Capital, with Buer Capital and existing shareholders Huachuang and Dexun following. This is the third round of funding for Hope Water in nearly a year: the angel round was invested by Challenger Capital in May last year; the Pre-A round was led by Huachuang with Dexun following in September last year. It is reported that Hope Water's cumulative funding has exceeded 100 million yuan. Hope Water CEO Sun Mengge revealed that the funds from this round will be used for talent recruitment, product development, new factory construction, and brand building.
子佩Launching the 6.6 Brand Day and Praying for Students at the Confucius Temple: What Exactly Did Six Walnuts Do Right?
On June 6, Yangyuan Six Walnuts held a major event. During this year's college entrance exam period, Six Walnuts invited parents to the Confucius Temple in Qufu, Shandong, to hold a solemn prayer ceremony for students nationwide, hoping to ease their tension and wish them success.
AmyNot All No-Name Brands Are New Consumption | 7,000 Words on What New Consumption Really Is
In 2021, China's business scene is undoubtedly dominated by new consumption. As with any hot sector, it goes through four stages: good teams get recognized, speculators pile in and inflate a bubble, the bubble bursts and weak players exit, and returns revert to the mean. Currently, we are in the second stage of bubble expansion, where even no-name brands with superficial packaging and fake collaborations call themselves new consumption. However, market fundamentals will eventually prevail, and true new consumption is defined by non-consensus insights, addressing core unmet consumer pain points, extreme product pursuit, brand building, and a youthful team spirit.
沈帅波The Secret to Long-Lasting Sales: The Logic Behind the Popularity of Luosifen and Sauce-Flavored Liquor
The author, who studied in Nanchang, reflects on why Luosifen (river snail rice noodles) became a hit while other regional noodle dishes did not. He argues that long-selling products in the FMCG industry share a common trait: intense flavors that create sensory memory and addiction, driving repeat purchases.
空手What a 49-Yuan Box of Gummies Reveals About Gen Z
If you work in marketing, phrases like "personalized consumption" and "diversified consumption" roll off the tongue, but what they actually mean can be elusive. After speaking with Li Yi, co-founder of BUFF X, a functional food brand, the answer became clearer: Gen Z consumers exhibit highly individualized preferences even within the same demographic, driving the rise of innovative brands that cater to these diverse needs.
袁来Demographic and Channel Dividends Are 'Quantitative Changes'; Digital Marketing in the New Era Will Usher in 'Qualitative Changes'
Every era truly defined as a 'new era' by the public must undergo 'disputes over authenticity', 'consensus in thinking', and 'transformation practice', and the digital era is no exception. At the start of each new era, there are those who explore its essence, deserving respect and praise, as they help enterprises avoid detours, strengthen managers' resolve, and inspire brands to innovate boldly. The digital era has arrived, but many enterprises face numerous challenges in decision-making.
New DistributionWhy “Interesting and Informative” Is Not as Good as “Useful and Effective”?
In an era of rising new consumption, many believe brand communication should be “interesting and informative,” as exemplified by Douyin's “interest e-commerce” and Bilibili's “informative” UGC content. However, the author argues that this logic is flawed, and that “useful and effective” repetition, as seen in elevator ads, is more powerful in building brands, based on the first principles of brand communication and Kahneman's dual-system theory.
胡喆001Ten Questions on Low-Alcohol Drinks: A Tax on Intelligence or a Real Trend?
Low-alcohol drinks are a booming startup trend, with 14 financing deals in 2020. Investors and entrepreneurs debate whether it's a good business, while questions remain about health claims and market potential.
深燃团队Can Marketing Really Achieve More with Less?
Some things are unsettling to think about: the apps we commonly use are nearly a decade old, and no new widely adopted apps have emerged. This means the internet has seen no new traffic for a long time, with everyone competing for existing users, leading to big brands dominating and small brands struggling. As platform tools become simpler and traffic more stable, optimizing for weight and algorithm guessing has become harder. The key to marketing now lies in integrating brand building and promotion across platforms like WeChat, Douyin, and Focus Media.
赵圆圆Liquid Money Printer: The New and Old Kings of Bottled Water
In most countries outside China and the US, consumer goods have consistently been the industry with the highest density of billionaires. In China, bottled water has produced more than two billionaires, alongside internet and real estate. This article explores why bottled water is such a profitable business, examining the marketing tactics, barriers to entry, market oligopoly, and the perfect business model behind it.
李墨天How Should Distributors Sell Online Influencer Brands Offline?
Distributors may have noticed that while online influencer brands are emerging rapidly, few major brands have launched successful new products offline in recent years. This article discusses why distributors should consider selling influencer brands, how to find and select them, and strategies for selling them offline while addressing potential challenges.
赵波Coca-Cola Starts Selling Alcohol: Is the 'Happy Water' No Longer Happy?
On June 1, Children's Day, Coca-Cola launched its first alcoholic beverage in China, Topo Chico hard seltzer. This move is part of its 'Total Beverage' strategy and a breakthrough in the Chinese alcoholic drinks market. The product features low alcohol, low sugar, and zero fat, targeting young consumers aged 20-35.
New DistributionPromotion in Practice: Can Store Promoters Be Franchised?
This year we became the national general agent for several Unilever products. As our distribution network expands into various retail outlets, the biggest challenge is improving promoter efficiency. After consulting with distributors of milk, daily chemicals, and ham, I've gained insights. Many companies rely heavily on in-store sales; for example, the well-known brand ZJ generates over 50% of its mushroom sauce sales in stores. In terms of staffing, many distributors have promoter teams several times larger than their marketing teams.
高级研究员 海游Niulanshan 'Kuishenghao·Zunxi' Makes a Stunning Debut, Opening a New Chapter in the 'Thousand-Yuan Era' of Erguotou!
This is not just a new product launch, but a breakthrough move by Niulanshan to find new momentum for high-quality development in the post-ten-billion era, and a milestone action for the Erguotou category to break into the thousand-yuan high-end market. On May 31, the 'Beijing Flavor Fine Wine New Heights - Niulanshan Kuishenghao New Product Launch' was held at the China World Hotel in Beijing, with the Kuishenghao Zunxi new product priced above one thousand yuan, marking the birth of a new benchmark for the value of the Erguotou category. Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan, renowned performing artist Wang Gang, well-known cultural scholar Liu Yida, and liquor marketing expert Chai Jun attended the event.
New DistributionThe Maker of Hit Products: 600+ Sales Assistants, Over a Dozen Non-Tier-1 Condiment Brands, Annual Sales Exceeding 300 Million RMB - How Did He Do It?
High costs, thin profits, and long payment cycles are why many distributors flee modern trade channels. Yet some distributors thrive there, quickly turning lesser-known brands into top sellers in key accounts (KA). At New Distribution's April conference, we met Qiu Xiaomin, chairman of Shanghai Rongjin Industrial Co., Ltd., who has built a 600-strong sales assistant team, operates over 100 SKUs across more than a dozen brands, and generates annual sales exceeding 300 million RMB in East China's modern trade channels.
周群With Traffic in Hand, the World is in Hand? The Traffic Concept of Alcohol Brands Continues to Reshape
Traffic must create economic benefits. As the economy recovers and the market gradually warms up, the slowdown in capital liquidity in the consumer sector and rising raw material and operating costs mean that alcohol companies, which have always focused on traffic, now have to pay more attention to ensuring and improving efficiency. The strengthening of a brand, from a traffic perspective, is the creation of a traffic source. A brand with high visibility and reputation brings its own traffic. In the era of stock, to gain more traffic share, brands at all levels have accelerated and deepened cooperation with e-commerce platforms.
车阳First Functional Beverage Stock: Dongpeng Beverage Rings the Bell on Shanghai Stock Exchange Today!
On May 27, 2021, Shenzhen-based Dongpeng Beverage (Group) Co., Ltd. officially listed on the Shanghai Stock Exchange, becoming the first A-share functional beverage stock in China. The stock code is 605499, with an issue price of 46.27 yuan per share. It opened at 55.52 yuan per share at 9:30 a.m., and by press time had risen 44% to 66.63 yuan per share, with a total market value of 26.653 billion yuan.
New DistributionKantar 2021 Urban Residents' Advertising Attention Study: Elevator and Social Media Ads Have Highest Recall
The 'Forecast 2021 | Kantar Media Trends and Forecast Report' points out that the impact of the pandemic has triggered a decade's worth of media innovation in just one year. Among the top ten media trends Kantar lists for brand owners, we emphasize that 'the media environment for creative placement is becoming the protagonist.' In 2021, if brand owners and agencies want to further optimize media placement efficiency, they need to invest more effort in understanding various media channels.
New DistributionCan Online Selling Build a Brand?
The article discusses whether selling products online can build a brand, arguing that brand building involves emotional connection with consumers, and that awareness, reputation, and loyalty are not sequential but form a triangular relationship. It emphasizes that while marketing can boost awareness, true brand strength comes from product quality and emotional engagement, and warns against relying solely on exposure and sales.
Keny伟Ren Wo Xing Zhou Bin: Case Sharing on Brand Channel Digitalization
Channel digitalization is a key focus for many brand owners, with more attempting or undergoing digital transformation. However, a lack of reference cases for the correct path leads to numerous difficulties. Zhou Bin, Co-founder and COO of Ren Wo Xing Technology, shared insights on brand channel digitalization cases at the China FMCG Channel Innovation Conference, offering valuable guidance for readers.
周斌With Classic Coca-Cola Ahead and Popular Genki Forest Behind: What More Can a Beverage Innovate?
The beverage category is now a veritable red ocean. In such a market, how can innovation be achieved? Some might create a better product within existing categories, aligning with sugar-free and health trends, with better quality, higher aesthetics, and novel concepts. But if innovation is limited to these dimensions, can one carve a path? Probably not, because in the current market environment, innovation on only one or two points is hardly enough to secure a place amid giants. Beverages are a well-known commodity, so where is the key button for innovation? Perhaps the protagonist of today's story can offer some inspiration and thought.
袁来China Resources Snow Breweries Launches Ultra-Premium 'Li', Initiating the First Cultural Renaissance Movement in Chinese Beer
On May 24, during the Chinese lunar calendar's April 13th, China Resources Snow Breweries officially launched its ultra-premium new product 'Li' at the Guanfu Museum in Beijing. At the launch event, CEO Hou Xiaohai presented a certificate of 'Li Culture Ambassador' to renowned cultural figure Ma Weidu. What is Li? Ma Weidu explained at the event that Li is China's own oldest 'beer'. The Chinese character '啤' (pi) is a coined word, a transliteration of the English 'beer', and has only been in use for about a hundred years. In contrast, Li has a history of over three thousand years, primarily fermented from grains, essentially identical to traditional beer brewing techniques.
陈思廷As Children's Day Approaches, the Trillion-Yuan Snack Market Engages in Fierce Competition
With Children's Day approaching, the snack industry is witnessing new developments as brands compete fiercely. Beijing Business Today found that snack companies are launching new products and signing celebrities in rapid succession. Although domestic snack brands operate independently, they are following similar paths. Industry insiders believe that domestic snack brands still lack independent innovation capabilities and need to build brand influence through continuous innovation, as imitation and trend-following will not lead to significant progress.
王维祎 蔺雨葳重磅｜华润雪花再出手，或将拿下区域龙头景芝酒业！
Recently, the largest shareholder of Shandong Jingzhi Distillery Co., Ltd. (hereinafter referred to as "Jingzhi Distillery"), Anqiu Zhongren Xingjiu Trading Partnership (Limited Partnership), pledged 53 million shares to China Resources Snow Breweries (China) Co., Ltd. (hereinafter referred to as "China Resources Snow"), registered on May 17. Industry insiders generally believe that China Resources Snow's acquisition of the 53 million pledged shares is a "solid proof" of its impending acquisition of Jingzhi Distillery. The final outcome may be discerned from related events.
New Distribution