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 74 of 196
Rivalry Heats Up in the Braised Snack Market: With Tencent and Challenger Capital Entering, How Can Brands Win in the 100-Billion-Yuan Sector?
In 2020, the leisure braised snack food market exceeded 100 billion yuan in size. According to Frost & Sullivan, from 2015 to 2020, the compound annual growth rate of leisure braised products reached 24.1%, making it the fastest-growing category in the snack food sector. With a history of over 2,000 years, braised food is often called by netizens as 'the taste that best represents China' for its lingering flavor that appeals across generations and regions. Due to the special preparation methods, Chinese consumers previously could only enjoy fresh braised food at home or in stores.
FBIFBeverage Mega-Brands Are Aging, While Baijiu Mega-Brands Remain Young
In the beverage industry, the era of relying on a single mega-brand has passed, with once-dominant products like Nutrition Express and Red Bull shrinking from billions to hundreds of millions in scale. In contrast, baijiu companies like Moutai and Wuliangye still thrive on their mega-brands, which remain their core competitiveness and are even strengthening.
读懂君Nongfu Spring Launches 'Changbai Snow' Natural Snow Mountain Mineral Water: Who Will Dominate the 3-Yuan Mineral Water Segment?
Nongfu Spring's ninth new product this year is 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. Its launch may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle.
陈峰Master Kong's Sugar-Free Iced Black Tea Garners Widespread Optimism at Launch: What's Behind It?
Recently, the launch of Master Kong's new sugar-free iced black tea has sparked widespread industry discussion, with most observers taking a positive view of its future. Given the constant stream of new products in the beverage sector each year, it's worth analyzing why Master Kong's move has attracted such optimism.
New DistributionUnilever Invests 1.3 Billion Yuan, Genki Forest and Heytea Are Also Doing It: How Attractive Is the DTC Model?
Behind the boom of new consumer brands lie hidden issues, such as increasingly expensive traffic and marketing costs accounting for over half, or even 60%, of revenue for many brands. Amid brands' lamentations, the DTC (Direct-to-Consumer) concept is gaining traction. Originating in the U.S., DTC refers to brands interacting with consumers directly through their own official channels (websites or apps abroad, WeChat mini-programs or Moments in China) without intermediaries or third-party platforms.
FBIFDown to Towns and Villages: The Operational Methodology of the 'Sinking Market'
Rural revitalization is essential for national rejuvenation. Following the Two Sessions, rural revitalization has become a key direction for economic development over the next five years. Consumption data shows that rural residents' income and consumption expenditure growth rates have outpaced urban areas in the past two years, indicating greater growth potential. For some FMCG brands, this is undoubtedly a huge positive. In the current fiercely competitive offline market, where retaining existing market share is difficult and finding new growth is challenging, the vast opportunities in the sinking market will become the next battleground. The author combines personal experience to outline the methodology for exploring county-level market opportunities.
邢仁宝Four Digital Channel Routes for Brand Owners
No digital path is wrong, but one must remember how high each path's ceiling is. From the magnitude of the ceiling, there are levels of 100 million, 1 billion, 10 billion, and 100 billion. Choosing a digital path is choosing the future scale of the company.
刘春雄When Consumers Change, How Should Baijiu Companies Respond to the 'Fickle' Consumer?
The baijiu market is rapidly evolving, with consumers shifting from drinking to social connection, and digital social circles increasingly influencing purchasing decisions. This article explores how baijiu companies can adapt by building a full online path from reach to communication, conversion, and transaction.
秦淮Feihe's 'Beijing No.1' Shows the Resilience of Domestic Brands: Feihe Secures 'Beijing Market Sales No.1' with Frost & Sullivan Certification
On April 18, international authoritative research firm Frost & Sullivan certified that in 2020, Feihe ranked first in sales in Beijing's infant formula market. This achievement is significant for domestic milk powder brands, as Beijing is a high-standard market where consumers demand quality, and it marks a major breakthrough for domestic brands in first-tier cities.
New DistributionMondelez Greater China VP Zhu Yijing: Thoughts and Responses on Omnichannel Business Development
At the recent China FMCG Channel Innovation Conference, New Distribution invited Ms. Zhu Yijing, Vice President of Mondelez Greater China, to share her insights. As a century-old global leader in biscuits, chocolate, gum, candy, and powdered beverages, Mondelez has consistently navigated industry cycles. Zhu, responsible for sales, shared her strategic thinking and responses to the rapidly changing retail environment, which New Distribution has compiled and excerpted.
朱忆菁Liangcha's Glory Fades: Can JDB 'Recover' from Brand and Equity Battles to Go Public?
Facing market fragmentation by emerging brands and after repaying 1.5 billion yuan in debt, JDB needs to 'recover' before re-entering the fray. Three years ago, JDB's president Li Chunlin set a goal: to complete an IPO by 2021. Recent reports indicate JDB is accelerating its Hong Kong IPO, aiming to raise at least $300 million.
张玮玮Why Are We Fighting Over Yogurt Again?
The yogurt market is becoming increasingly crowded, with sales projected to grow from 45.6 billion yuan in 2012 to 220 billion yuan by 2022. As the常温 yogurt market saturates, new brands are turning to low-temperature yogurt, which offers more room for innovation, and functional yogurts are beginning to emerge in China, following Japan's lead.
王梓旭Xu Yonggang of Zhengzhou Swire Coca-Cola: Solving the BC Integration Challenge with a Game the Industry Has Played for 20 Years
At the 6th China FMCG Channel Innovation Conference, Xu Yonggang, Director and General Manager of Zhengzhou Swire Coca-Cola, shared his insights on BC integration. He introduced a formula of 'entry, traffic, and monetization' and highlighted two 'gold mines': customer databases and products, using a successful UTC promotion as a case study.
徐永刚Capital: Community Group Buying Market Estimated at 500 Billion Yuan, Channel Transformation May Reshape Brand Landscape
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, the leading new media in the FMCG industry, was held grandly from April 1-3 in Chengdu. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies. The discussion on community group buying has evolved from its initial formation in 2018, to the emergence of the 'old three groups' in 2019, and the 'new three groups' and major players in 2020, leading to widespread consumer acceptance and a common understanding today.
丁浙川How Second- and Third-Tier Brands Can Take Off with Community Group Buying
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Guan Mingyu, co-founder of community group buying platform Yidian Youxuan, shared insights on how brands can succeed in the community group buying channel. He outlined six key steps: selecting the right category, establishing a core concept, finding endorsements, telling a story, creating strong experiences, and driving word-of-mouth, illustrated with a case study of a milk brand that achieved significant sales.
关明雨Inquiring into Lidu: The "Four Haves" New Marketing
From March 25-26, 2021, the author led the New Distribution CEO class to Lidu for the third time, following 2019 and 2020. Five days prior, on March 21, Guobao Lidu Wine Sales Co., Ltd. issued a notice halting shipments of its three high-end products: 52% vol Lidu Sorghum 1308, 52% vol Lidu Sorghum 1955, and 50.8% vol Lidu Sorghum 1975. What kind of liquor has seen dozens of price increases since its inception, yet remains in short supply, even reaching the point of a full halt in shipments for its mid-to-high-end products?
赵波Moutai Wins, Young People Lose
Moutai's popularity has fueled a boom in sauce-flavored liquor, but this success may not last as younger generations question the traditional drinking culture and marketing tactics. The article argues that the industry's reliance on 'consumerist discourse hegemony' and the power dynamics of the Chinese drinking table may alienate the next generation of drinkers.
响马老苗Hyaluronic Acid Snacks Are Coming—Will Consumers Follow?
When you walk into a store for snacks and spot hyaluronic acid yogurt, chocolate, or even beer, will you dismiss them as a tax on stupidity, or reach out with the mindset that since you're eating snacks anyway, you might as well make them healthier? This may soon become another dilemma. In January, the state officially approved hyaluronic acid for use in everyday foods, including dairy, beverages, alcohol, chocolate, and candy, prompting media to celebrate a new direction for oral beauty products and brands to prepare their own offerings.
冰山君Genki Forest Apologizes for Marketing: What Is Truly Zero Sugar?
In recent years, a nationwide trend toward sugar-free products has emerged, with both foreign FMCG giants and local traditional and emerging brands launching various new sugar substitutes and zero-sugar products. Globally, many countries and regions have imposed strict sugar taxes, and China has also introduced multiple policy documents advocating reduced sugar intake and the use of natural sweeteners and sweetening agents permitted by food safety standards to replace sucrose. However, concepts such as zero sugar, zero sucrose, low sugar, and sugar substitutes are often misused, and Genki Forest apologized on the evening of April 10 for its product labeling of zero sugar and zero sucrose.
三万资本 柔嘉“No Gout, No Hangover”: Can Wanglaoji Beer Replicate the Success of Herbal Tea?
Wanglaoji, the renowned herbal tea brand, is venturing into the beer market with a new product called "Jipi." Despite its strong brand recognition, the move faces significant challenges due to the competitive and mature beer industry, which differs greatly from the herbal tea market where Wanglaoji once thrived.
云酒Hankou No.2 Factory Xu Pin: Exploring New Trends in Youth-Oriented Products
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, a professional FMCG new media platform, was held from April 1 to 3 at the Chengdu Ascott Hotel. The event attracted 3,000 industry professionals, including distributors, community e-commerce platforms, brand owners, and internet companies. At the parallel forum on April 2 afternoon, Xu Pin, National Sales General Manager of Wuhan Hengrunshi, delivered a keynote speech on 'Exploring New Trends in Youth-Oriented Products'.
New DistributionHeavyweight | Release of the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets"
From April 1 to 3, the "2021 (6th) China FMCG Channel Innovation Conference" was successfully held in Chengdu, hosted by New Distribution, co-hosted by Innovation Retail Society, Community Forest, and Teacher Liu's New Marketing, and guided by the Distributor Branch of China Condiment Industry Association. The conference attracted over 3,000 brand owners, distributors, community group buying platforms, and related industry practitioners from across the country, with a full house and unprecedented scale. At the main forum on the morning of April 1, Zhao Bo, founder of New Distribution, released the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets."
New DistributionBeverages Not Selling Well? See How Meco Honey Valley Juice Tea Opens a 10-Billion-Yuan Track
In 2020, the beverage industry saw slow overall growth, with some sub-sectors declining. While the pandemic impacted consumption, it's not the sole reason. The Chinese beverage market has been saturated for over 40 years, and companies must innovate new categories to meet consumer needs. Meco Honey Valley Juice Tea, with its new juice tea category, achieved nearly 1 billion yuan in sales in its first year by establishing industry standards and leveraging health trends.
苏相如The "Pass" to the New Consumption Wave: Who Among Qiaqia, Three Squirrels, and Bestore Will Secure It First?
Recently, leading snack brands have released their 2020 financial results. Despite the pandemic, Qiaqia, Three Squirrels, and Bestore all reported growth. In 2020, Qiaqia's revenue reached 5.289 billion yuan, up 9.35% year-on-year, with net profit attributable to shareholders of 790 million yuan, up 30.89%. Bestore's revenue was 7.894 billion yuan, up 2.32%, with net profit of 344 million yuan, up 0.95%. Three Squirrels' total revenue was 9.794 billion yuan, a slight decline of 3.72%, but net profit grew 26.21% to 301 million yuan.
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