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 75 of 196
In 2021, the Digitalization Model of FMCG Channels Has Basically Taken Shape
In the first half of 2021, the process of channel digitalization has become clearer. The digitalization model for FMCG channels has basically taken shape, with the main route being the digitalization of traditional mainstream channels. The basic model includes channel modularization, full-link connection, full-scenario reach, and BC integrated operation.
刘春雄The 2.0 Era of Sparkling Water: What Changes Will Nongfu Spring's Entry Bring?
In 2018, Genki Forest's sparkling soda water stood out among beverage products, breaking the 1 billion yuan single-product sales mark in just 1-2 years, creating a miracle in the red ocean beverage market and bringing the sub-category of sparkling soda water into everyone's view. In 2019-2020, both soda water and sparkling water categories saw new rounds of innovation, with new products emerging. Now, in 2021, the market is entering the 2.0 era, with major brands like Coca-Cola and Nongfu Spring entering. On April 1, Nongfu Spring officially launched its new sparkling soda water, a product developed over several years, marking another breakthrough in a new category after its 2019 still soda water.
澄韵a1 Annual S-Level Hit Product 'Gao Zhong Song' Released, Redefining 'Meat Floss Cake'!
On April 1st, a1 Snack Research Institute held its 2021 S-level hit product launch event at the Marriott Hotel in Chengdu, where over 500 distributor clients gathered to witness the official debut of the annual S-level product, Gao Zhong Song. Seizing the new dividend of the snack era, a1 aims to redefine the meat floss cake with its innovative product.
New DistributionHow Hard Is It to Sell Baijiu to Young People Who Don't Want to Drink It?
Baijiu brands face a dilemma: should they tame young people's picky tastes or create baijiu for them? Luzhou Laojiao recently dissolved two young-consumer-focused subsidiaries, highlighting the challenge. Meanwhile, young people are engaging with baijiu through stocks and funds, but their consumption preferences lean toward other alcoholic beverages.
不止十一人Zihaiguo Ignites Chengdu Spring Sugar Fair, Convenience Food Market Set for Reshuffle!
As a major event in the sugar and wine food industry, the Sugar and Wine Fair attracts distributors from all over the country every year to select products and exchange ideas. Last year, due to the impact of the epidemic, the Spring Sugar and Wine Fair was canceled, making this year's fair exceptionally noteworthy for distributors. During a visit to Chengdu, reporters found that various hotel exhibitions were extremely lively, with many innovative consumer brand exhibition areas. As the hottest brand of 2020, Zihaiguo made its debut at the Spring Sugar Fair, attracting offline distributors to stop, linger, and discuss cooperation. In 2020, when counting which brands were hot in the consumer goods sector, I think...
New DistributionBrand Channel Digitalization: Start from B-end or C-end?
The endgame determines the direction, and the current state determines the starting point. The distance between the current state and the endgame is the path for future work. The current state of channel digitalization is: 1. Leading FMCG companies have basically connected B2B, i.e., F2B or F2B2b, with the last link being b2C. During research, I found that some leading companies have even connected township second-tier distributors. Of course, this process has not been without resistance from distributors and sales staff. Companies that first connected B2B generally focus on direct-operated terminals. When...
刘春雄Surge 156% in Tea Bags, Yet They Look Increasingly Alike
The Chinese tea bag market is booming, with online sales expected to surge 156% in 2020, but products are becoming increasingly homogeneous. This article explores the reasons behind this trend and suggests opportunities for differentiation, such as targeting specific consumer segments, emphasizing functionality, and embracing cultural trends.
FBIFBi Chaojiao: Manufacturers and Distributors Join Hands to Win the Next Decade of China's Beer Industry
At the 6th China FMCG Channel Innovation Conference, Bi Chaojiao, General Manager of the Marketing Center of China Resources Snow Breweries, delivered a keynote speech on the company's channel strategy for its new development stage, emphasizing the importance of channel building and the '3+3+3' strategy to win the high-end market.
毕朝矫From Liangmianzhen and Tianqi's Fall to Yunnan Baiyao and Darlie's Rise: The Love-Hate Saga of the Toothpaste Market
On World Oral Health Day, the toothpaste market sees new moves from brands like Yunnan Baiyao and Canpar, backed by ByteDance. Despite the market's maturity, opportunities remain as brands innovate with flavors, packaging, and ingredients, while regulatory tightening promises a healthier future.
财经新媒体In Lower-Tier Markets, 'Middlemen' Are Even More Needed!
The article argues that in lower-tier markets, social, regional, and interest-based relationships are key, and that 'middlemen' (such as community group buying leaders) are essential due to the importance of personal trust and service. It warns that platforms that try to eliminate middlemen will fail in these markets.
冯华魁Why Doesn't Brand Advertising Boost Sales Overnight?
A friend who sold 20 million yuan via livestream but lost 2 million asked for advice. I told him his product was a white-label with no brand awareness or pricing power, and expecting livestream to turn things around was like building a second floor before the first. From selling products to building brands, there is no shortcut; the internet speeds up communication, but human cognition still takes time—from awareness to familiarity to affection—requiring a constant cycle of exposure.
勤勤恳恳码干货的Let Professionals Do What They Do Best: How Anneng's 'One Inventory' Helps FMCG Companies Strengthen Channel Power?
In the FMCG industry, traditional marketing relies on brand power and channel power. With media decentralization, channel power, especially deep distribution, has become crucial. Anneng Zhilian's 'One Inventory' solution integrates online and offline inventory to streamline supply chains, reduce costs, and enhance efficiency, enabling BC channel integration and helping companies adapt to diversified channels.
New DistributionDigitalization Transforms Marketing Management
Digitalization is transforming marketing management by providing real-time third-party data, visual management tools, and precise work arrangements, which will fundamentally change how sales teams are managed, from traditional 'lone wolf' models to data-driven, flat organizations.
刘春雄Yogurt Companies Push 'Zero-Additive' Label, Are You Willing to Pay for It?
Scan the QR code in the image to register. Businesses label products as 'zero-additive' to cater to consumers, but it's more of a commercial gimmick. A paper criticizing 'zero-additive' soy sauce has brought the concept back into the spotlight. Besides soy sauce, many yogurt brands are also wearing the 'zero-additive' coat. Are you willing to pay for 'zero-additive'?
周子荑Deep Dive | Severe Product Homogenization: How Can Emerging Brands Break Through with 4 Strategies?
In red ocean markets, many brands struggle with product homogenization. This article uses the fruit wine industry as an example to discuss how to break through from a strategic level, including category opportunities, brand selling points, differentiation, and value identification.
Keny伟The Value of Marketing Digitalization for Brand Owners
Digitalization offers four key values to traditional enterprises: improving efficiency, reducing costs, achieving business breakthroughs, and managing risks. From a channel perspective, digital transformation occurs at three levels: efficiency systems, incremental systems, and new business platforms, each representing different depths of channel reform.
刘春雄Org Technology Emerges from Downturn with Two Consecutive Years of Net Profit Growth, Diversification Away from Red Bull Shows Results
Org Technology, once heavily reliant on Red Bull, is moving past that dependency. After a decline in 2017-2018 due to the Red Bull dispute, the company diversified its client base and product lines, leading to a rebound in net profit in 2019 and 2020, with a projected over 400% increase in Q1 2021.
沈右荣Powerhouse Alliance: Master Kong Beverages and "Left Hand Layup" Create a Youthful New IP
On March 24, Beijing Left Hand Layup Culture Co., Ltd. ("Left Hand Layup") held a "Hot Blood Rally" themed press conference, announcing an in-depth strategic cooperation with Master Kong Beverages, and multi-dimensional collaboration with its two major categories: Master Kong Iced Black Tea and Master Kong Boiled Water. Through the youthful IP of the Chinese animation "Left Hand Layup," the two parties will jointly build basketball culture, igniting life touchpoints with the basketball ecosystem, injecting youthful vitality into Master Kong's beverage business, and constructing a "Chinese story" of brand and culture among Gen Z.
New DistributionJiajia Soy Sauce's New Track + Digital New Play
Scan the QR code in the image to register. A new track means innovative categories; new play means innovative marketing. New play boosts the success of new tracks, while new tracks add creative space for new play. Most successful new tracks are accompanied by a new play.
刘春雄New Marketing 2.0 Guide: Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection
The environment has changed, and marketing must change accordingly. This article introduces the core concepts of New Marketing 2.0, including three-dimensional space, three-dimensional connection, dual-line deep distribution, and traffic interconnection, providing a framework for brands to integrate offline, community, and online spaces to achieve BC integration and traffic flow.
刘春雄Uni-President China's Annual Report: Revenue RMB 22.761 billion, Net Profit Up 19% to RMB 1.626 billion; Food Business Surges 10.9%, Beverages Slightly Down
Uni-President China announced its 2020 final results, with revenue of RMB 22.761 billion, up 3.4% year-on-year, and net profit of RMB 1.626 billion, up 19.0%. Food business revenue reached RMB 9.424 billion, up 10.9%, while beverages declined slightly.
New DistributionSun Mengge: I Want to Bring a Bottle of 'Hope Water' to the World
In 2018, inspired by Bruce Lee, former model Sun Mengge founded Hope Water, a brand of sparkling fruit juices made from traditional Chinese ingredients, with the mission of bringing a bottle of Chinese beverage to the world. The brand focuses on the foodservice channel, starting with its flagship product 'Wang Shan Zha' (Hawthorn), and has achieved over 100 million yuan in sales by 2020.
陈思廷Two Keywords for Digital Marketing: Cocktail-Style Channel Mix and Lego-Style User Relationship Co-Creation
Scan the QR code in the image to register. -01- Cocktail-style channel mix: If digital tools are weapons, decision-makers must distinguish between offense and defense, and between key-point breakthroughs and battlefield cleanup. The issue today is not store entry but sell-through, and the core is to provide small stores with a product sell-through solution, not just sell a box of drinks or instant noodles. -02- Lego-style user relationships: Many think traffic means business, but it doesn't; traffic only leads to business if it meets three principles: rigid demand, scarcity, and trust. The problem for brands today is not traffic but retention, and digitalization is the prerequisite for building relationships with users.
赵波Oral Care Brand 'Shenban' Secures ByteDance Funding: Targeting Gum, Mouthwash Goes FMCG
A widely circulated article once claimed that chewing gum sales declined due to mobile payments eliminating the need for change. Now, mouthwash is emerging as a new challenger in the breath-freshening category. Shenban, an oral care brand founded in 2018, recently completed its A2 round of financing led by ByteDance, following a $10 million A+ round just a month prior. The brand's mouthwash line achieved over 100 million yuan in sales within 80 days of launch, redefining the category as a fast-moving consumer good.
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