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 73 of 196
The Transformation of a Second-Generation Distributor: From Taking Over in Adversity to Building His Own Brand, How Did He Break Through and Rise?
When it comes to succession, most second-generation distributors take over a family business that is already well-established, with parents hoping to pass on their hard-earned legacy. Unlike the second-generation distributors previously reported by New Distribution, Chen Zhenyu took over the family business without strong resource support, and even faced real operational difficulties within the first 1-2 years, making it hard to get through. Essentially, he is a "second-generation distributor" forced by circumstances, from resistance to interest and research to re-entrepreneurship. His experience and thinking may offer inspiration to many distributors still in confusion.
澄韵Marketing Digital Transformation Needs a Correct Start
Recently, the New Distribution team was invited to attend a high-level meeting themed around digitalization at a well-known brand, where executives including the president, channel VP, and marketing and HR personnel discussed how digitalization could bring more customers and business growth. Despite deep discussion, no clear results emerged, reflecting the widespread anxiety about digital transformation in enterprises.
陈思廷3 Yuan a Bottle, Which One Would You Choose?
Spending 3 yuan, which brand of mineral water would you choose? This simple question for consumers reflects the main competitive dynamics in the packaged drinking water industry. In recent years, with the rapid development of China's mineral water market, many companies have seen the huge dividends of the incremental market. Among them, Ganten, Nongfu Spring, and Evergrande Spring are undoubtedly the most powerful and influential brands in the 3-yuan price segment. Not long ago, Xu Jiayin, chairman of the Evergrande Group, personally announced that the group had repurchased shares of Evergrande Spring and would promote its listing in the future.
里雨曦Big Fish Eat Big Fish: Five Giants May Trigger the Biggest War in Chinese Beer History
The Chinese beer market is on the verge of a major war among its top five players. With the industry consolidating, the question is which company will be the first to exit, and which one or two will emerge as the final oligarchs.
华商韬略Why Big Brands Fail Online and Innovative Brands Fail Offline?
This article explores why established brands struggle with online sales due to price conflicts with offline channels, and why innovative online brands fail offline due to the differences between limited and unlimited shelf space.
赵波Jinzai Foods Teams Up with Deng Lun to Blanket Focus Media, Attacking the Large-Scale Snack Track
Less than a year after listing on the Shenzhen Stock Exchange and becoming the 'first stock in fish snacks,' Jinzai Foods has launched a new strategy to comprehensively enhance its brand momentum. Recently, Jinzai Deep Sea Fish, with spokesperson Deng Lun, blanketed national Focus Media elevator screens with the ad 'Delicious is not a problem, Jinzai Deep Sea Fish,' continuously impacting consumer minds and igniting the mainstream consumer group. As the third listed leisure food company in Hunan after Yanjin Shop and Juewei Food, Jinzai Foods' business has always been outstanding, with online sales climbing steadily. This heavy investment in Focus Media elevators demonstrates its ambitious ambitions in the large-scale snack track.
八米Category Integrated Distribution: The First Stop for Major Distributors to Extend to Digital Platforms
The concept of "category integrated distributor" is rarely mentioned in the industry, but a group of major distributors are already doing it. When a distributor holds a large share in a category (e.g., snacks) and has lower sorting and delivery costs due to scale, platform orders (e.g., from Retail Link or New Way) and orders from smaller distributors will concentrate on them, making them category integrated distributors. The two key words are: first, thoroughly understand a category; second, integrated distribution.
刘馨忆Orion's 7 Major Categories of Hit New Products Make Their Debut at SIAL China, Unveiling the Strategic Blueprint of the 'Hit Maker'!
On May 18, the China International Food and Beverage Exhibition (SIAL China) opened in Pudong, Shanghai. As one of the world's top three food exhibitions, it attracted 4,500 exhibitors. Notably, Orion, a brand that rarely participates in exhibitions, made its debut with 7 major categories of hit new products, becoming a highlight of the event.
陈峰Traditional Marketing System Has Failed: How Can Brand Owners Reconstruct a New Marketing System?
This article is a speech by Zhao Bo, founder of New Distribution, at the 2021 Huachuang Securities Mid-Year Strategy Meeting's Food & Beverage Forum. It systematically analyzes the past, present, and future transformation trends of FMCG marketing.
赵波Why Are Ice Creams Getting More Expensive?
Ice cream is being reinvented with creative shapes and flavors, driving up prices. From cultural creative ice creams at scenic spots to new brands and healthier options, the industry is expanding rapidly, with market size expected to exceed 160 billion yuan by 2021.
王梓旭The Advanced "Health Preservation 2.0" Era: How Can Food Brands Leverage a Trillion-Yuan Market?
The once-popular "punk health preservation" among young people, characterized by behaviors like staying up late while applying face masks and drinking cola with goji berries, reflected their self-deprecation and helplessness. Now, young consumers are embracing a more advanced "Health Preservation 2.0" era, focusing on healthier diets, lifestyle choices, and brand preferences, presenting new opportunities and challenges for brands.
FBIFPeak Season Approaching: Beer Companies Collectively Aim High
A recent survey by Beijing Business Today in Beijing's high-end beer market reveals a clear trend toward premiumization, with market channels adapting to support this shift. As beer companies release their 2020 annual reports and 2021 first-quarter results, major players like China Resources Beer and Tsingtao Brewery have aggressively pursued the high-end segment, seeing significant growth in premium product sales and revenue. Yuan Yue, Secretary-General of the Beer Branch of the China Alcoholic Drinks Association, notes that premiumization is not merely about price increases but represents a key aspect of high-quality development in the industry, with a long road ahead.
赵述评 赵丹In the Premium Water Market, Who Will Last?
The premium water market faces challenges but also opportunities. In 2020, the pandemic caused a severe contraction in the global economy, and China's FMCG market was hit hard, with overall spending down 6.7% in Q1. However, brands like VOSS have thrived by adapting strategies, such as cross-industry collaborations and digital marketing, achieving double-digit growth. As the market evolves, the future landscape remains uncertain.
New DistributionFounded 6 Years, Only One Brand, Becoming a Local Dairy Distributor Giant: How Did This Post-90s Achieve It?
From the rise of e-commerce to the outbreak of community group buying, the iteration speed of markets and channels is accelerating. Many older distributors are stuck in the past, while a group of post-80s and post-90s are rising rapidly, doing better business. Liu Fen, general manager of Hubei Quanjielai Trading Co., Ltd., is a post-90s distributor who started her business in 2014,代理蒙牛一个品牌, and in six years became a top dairy distributor in Hubei, winning the 2020 Mengniu Outstanding Contribution Award.
周群Viewing the Changes and Differences in Marketing Today and in the Past from the Perspective of Information Civilization
This article contrasts the industrial and information civilizations, arguing that the latter, driven by the internet, has shifted power to consumers, making traditional marketing theories partially obsolete. It advises brands to focus on digitalization, user relationships, and 24/7 availability to meet new consumer demands.
赵波0 Sugar, Low Fat, Plant-Based... Old and New Giants Battle in the 300 Billion Yuan Yogurt Market
The yogurt industry is already a red ocean, but the battle for niche ecosystems in the 'low-temperature zone' seems to be timely. The consumer market has once again witnessed a capital frenzy. On March 25, Jane Yogurt announced the completion of a total 800 million yuan Series B financing round, with new investors including Sequoia Capital China, Yunfeng Capital, and others.
王吨吨Champions League is Coming! Heineken Brings the Champions League Trophy on a Tour of China, Deeply Crafting a Premium Brand Experience
The Champions League trophy, the holy grail in the hearts of football fans, has arrived in China. Starting May 1, the trophy symbolizing the pinnacle of European club football began a tour across multiple Chinese cities. Notably, China is the only country in Asia to host the trophy tour this year, and it is Heineken, the premium beer partner of the Champions League for 25 years, that has brought it here.
陈谨文High-Potential New Consumer Leaders: None Compete on Cost-Performance
In recent years, consumption upgrading has been strong, with new consumer tracks such as new tea drinks, new snacks, and new toys producing one delightful brand after another, like Heytea, Naixue, Zhong Xue Gao, Genki Forest, and Pop Mart. Looking at these companies, it's clear that the leading ones all enjoy significant brand premiums. Many industry insiders say, 'New consumption upgrading is not about selling cheap goods at higher prices, but selling them in a more premium way.' Many companies habitually price based on value, believing that good products can be sold at higher prices. However, in classic marketing theory, customers judge value by price, thinking that expensive means good. So how to give products more perceived value without being accused of 'ripping off' consumers has become the key to success for new consumer companies.
百里The Secret of Innovation: A Decade Later, the Truth Behind Jiangxiaobai's Success
When it comes to user management, in marketing we care most about two groups: angel customers (or source-point people), who are a brand's first buyers and most likely purchasers, and valued customers (or core people), who contribute the majority of sales. Angel customers determine a brand's survival, while valued customers determine its growth. However, true innovation often comes from focusing on non-customers—those who currently have no need or interest—as exemplified by Jiangxiaobai, which targeted young non-drinkers of baijiu, and PIY, which targeted renters who typically don't buy furniture.
空手The 'Worst-Tasting Drink': The Next Decade of Unsweetened Tea
Tea is familiar to Chinese people. According to Ries's 'Global Strategic Positioning Report: Trillion-Dollar Opportunities in National Mind Resources,' China inherently possesses the national mind resource of tea. In recent years, new categories such as ready-to-drink unsweetened tea, new-style tea drinks, and new-style bagged tea have expanded the concept of 'tea,' making it more beverage-like, youthful, and casual. This article discusses the development of ready-to-drink unsweetened tea in China, its current stage, and its future prospects, drawing comparisons with the Japanese market.
FBIFFamous Brand Dumps 'Tens of Thousands of Cartons of Milk'! 'Only Want the Caps, Not the Milk!'
The manufacturer and the talent show organizers have effectively tied together 'contestant debut opportunities - product sales - fan voting', ultimately 'harvesting' the fans' wallets. In recent years, talent shows have been booming, such as the grand annual 'Youth With You' and 'Produce Camp'... However, the editor has never been involved in the fan circle, always just an outsider. Today, I came across a video of milk being dumped and was shocked to learn that voting in talent shows can be this wasteful... It's too exaggerated... In simple terms, fans buy a specified milk to vote, needing to twist off the cap and scan the code inside to cast their vote.
上海全知道First-Generation Internet Celebrities Struggle, Aggressive New Products Strike Back: Who Will Dominate the 600-Billion-Yuan Snack Market?
In late April, snack companies released their first earnings reports of 2021. From April 21-26, Liangpin Shop, Three Squirrels, Qiaqia Food, Yanjin Shop, and Ganyuan Food published their Q1 reports, marking the first performance review for A-share snack companies. A year ago, Liangpin Shop's listing allowed internet snack leaders to compete with established traditional players. Now, the sector shows clear divergence and trends, with internet brands climbing, traditional players differentiating, and new entrants rising.
郝乐乐The Strategy Behind Coca-Cola's "Price Increase"
CNBC reported that Coca-Cola CEO James Quincey said on the 19th that the company plans to raise product prices due to rising raw material costs. "We have good hedging measures in 2021, but pressure is increasing in 2022, so prices must rise," Quincey said. The announcement immediately sparked a heated discussion online, reminiscent of the uproar when Coca-Cola changed its formula in 1985.
苏相如The Future of Intermediaries: A Once-in-a-Century Opportunity
2021 marks the end of the old business cycle and the beginning of a new one, characterized by intelligent commerce. All entities in the supply-demand chain—producers, suppliers, and distributors—are being redefined, modularized, and reorganized. This shift from industry position competition to ecosystem competition presents a historic opportunity for intermediaries.
任小东