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 76 of 196
The Internet Era Needs Brands More Than Ever, But the Internet Itself Cannot Build Them
The magical year of 2020 pushed China's economy into an era driven mainly by domestic circulation, with online economy surging and livestream commerce creating a trillion-yuan trend, deepening the internetization of Chinese consumption. As the internet becomes a major consumption arena and users spend more time on mobile, views like 'brand-effect and performance integration' and 'the internet no longer needs traditional brand methodology' are gaining popularity again. However, what is called 'brand-effect and performance integration' is often 'brand-effect and performance separation,' where traffic-driven transactions and 'traffic equals sales' often mask the value of brands and overlook the importance of brand mindshare.
胡喆Digitalization Completely Transforms Channel Power
A review of several cases of BC integrated operations reveals that even unknown new brands can move through channels much faster than with deep distribution. The reason is that digitalization reaches C-end consumers, activating B-end channels through C-end resources, creating channel pull. When push and pull are combined in the same channel, the impact far exceeds traditional brand-driven or channel-driven approaches.
刘春雄Founded Less Than 2 Years, Daily Dark Chocolate 'Hard Bars' Against Foreign Giants like Dove, Ferrero, Snickers!
If we count the subcategories in the FMCG field that have long been dominated by foreign giants, chocolate and coffee come to mind. This article focuses on chocolate. When you think of chocolate, brands like Dove, Ferrero, Snickers, and Hershey's come to mind. Are there domestic chocolate brands? There are, like Golden Monkey and Le Conte, but they have either been sold off or are struggling in lower-tier markets. Domestic chocolate brands seem to have never stood tall...
秦淮New Product Distribution Combat - The "Leverage" Principle: Get the Right People and Split the Money Well!
Scan the QR code in the image to register. New product distribution requires speed, like a sudden spring breeze bringing thousands of pear blossoms. The author shares practical experience from assisting a first-tier brand, emphasizing the importance of selecting strong distributors and leveraging their resources, while ensuring fair compensation to achieve rapid market coverage.
高级研究员 海游Disintermediation Is a Pitfall in Channel Digitalization
Disintermediation, or going direct-to-consumer, is a common but flawed approach in marketing digitalization. While it may work for platforms, it cannot support the scale of leading brands, which require a hybrid channel structure with full-chain digitalization and full-scenario reach.
刘春雄Hankou No.2 Factory's "Hey Dong" Jelly Bottle: Creating a Z-Generation Hit from Aesthetics to Experience
A magical jelly soda, do you want to try it? The high-appearance jelly soda from Hankou No.2 Factory, would you like to give it a try? The salted lychee flavored jelly soda that requires 9 vigorous shakes before drinking—would you buy it? Recently, Hankou No.2 Factory launched its new product, "Hey Dong" salted lychee flavored jelly soda, which quickly spread across the internet. If you haven't tried it yet, you can head to a nearby convenience store or order it online.
澄韵Wusu Beer Pilots Platform Distributor Model in Beijing: A Trend or a Flash in the Pan?
On March 6, New Distribution exclusively published a case study of Wusu Beer's upgrade from 'distributor' to 'platform distributor' in the Beijing market, sparking numerous inquiries from distributors on how to make this transition. This article clarifies the concept of the platform distributor model, its underlying logic, and key success factors, emphasizing that its future depends on brand manufacturers and requires careful consideration.
陈思廷From 60 Million to 400 Million in 4 Years: The Viral Success of Xuanma Egg Yolk Pastry, No.1 in Its Category Online
Xuanma Egg Yolk Pastry sold 175 million yuan during the 2020 Mid-Autumn Festival and 32.55 million yuan on Singles' Day, with total sales of nearly 200 million yuan across both festivals. Sales grew from 60 million yuan in 2016 to over 100 million in 2017, 200 million in 2018, and exceeded 400 million in 2020, making it a phenomenal success in its niche.
吴勇毅Unilever's Fang Jun: In a 1.4 Billion Consumer Market, Segmented Industries May See New Brands at the 1 Billion Scale
Last September, Unilever's U创 incubator and Tmall's new product incubation platform reached a strategic cooperation agreement to jointly explore new models for supporting Chinese innovative brands. This was Unilever's first large-scale external announcement of its 'U创' incubator, which selected 10 projects from hundreds of applicants for live roadshow evaluations.
曾巧This Bidding Combination Punch Made a Tea Startup a Rising Star in Ad Competition
In recent years, consumer demand for upgraded quality of life has spawned a batch of DTC brands with 'new consumption' attributes in the food and beverage sector. These brands often feature social direct selling and private domain operations, and tend to accumulate brand awareness and initial customer base through bidding advertising. Despite similar positioning and business models, their ability to gain ad volume varies greatly. Tencent Ads has developed a 'pre-assessment' system called 'Volume Self-Check Station' to help brands evaluate their bidding potential scientifically, and through its application, the emerging tea brand Cha Xiaokong achieved rapid volume growth, with daily spending exceeding 100,000 yuan, transforming from a novice to a rising star.
腾讯广告How Profitable Is Selling Near-Expiry Food? No Advertising, Only Selling Two Hours a Day, Some Earn Over 15 Million Yuan a Year!
A 90s-born entrepreneur in Nanjing runs five near-expiry food supermarkets with annual revenue exceeding 15 million yuan, achieving financial freedom. His success stems from leveraging the low prices of near-expiry products as a traffic driver, maintaining a comfortable shopping environment, and strategically managing product mix and sourcing.
电商君2021, Crossing the Single-Plank Bridge: 21 Thoughts on the Consumer Goods Industry
New consumption became a hot topic in business last year, but some views need to be expressed. Crossing the single-plank bridge means success, but will it be you? This article offers 21 reflections on the consumer goods industry, covering topics from brand building and market trends to the importance of product quality and the challenges of innovation.
沈帅波Embrace the Group Era, Build Group Brands
No successful enterprises exist, only those of the era; no great brands, only those of the era. Over 40 years of reform and opening up, China's retail channels have undergone three major transformations, and the rise of community group buying has given birth to the group brand era. This article defines group brands, distinguishes them from淘brands and livestream brands, and explores their opportunities.
李保林Behind the 2020 Surge in Baijiu Stocks, Frontline Distributors See a Different Picture
While baijiu stocks soared in 2020, frontline distributors faced declining sales and increasing costs. This article shares insights from a Shanghai distributor, Chen Hua, on the challenges of urbanization, brand dominance, and the difficulty of scaling a relationship-based business, offering four strategies for survival and growth.
陈峰Can IPOs Rescue Community Group Buying?
As the hottest track catalyzed by the pandemic, community group buying had a particularly chaotic 2020. Its main battlefield is fresh produce, but excessive subsidies and false prosperity caused by overheated capital have disrupted pricing and supply systems, severely disturbing the fresh market and plunging it into a whirlpool of public opinion. Yet players have not given up, as the long-term benefits are considerable. Entering 2021, the policy of staying put during the Spring Festival has reignited the battle among fresh e-commerce companies.
刘旷公众号Scream New Product Launch: "Isotonic" Professional Positioning in the Sports Drink Segment
Following tea π and Carbon, Nongfu Spring has launched another new product that stands out by its name. On February 25, Nongfu Spring officially announced that its classic Scream brand is introducing a new product—the third-generation "Isotonic" Scream. At first glance, the name "Isotonic" might confuse many, but it is not a gimmick; it is a professional term in physical chemistry and recognized by athletes and doctors.
澄韵2021, the Era of Taobao Brands Has Passed, Is the Era of Group Brands Coming?
Community group buying is projected to reach a GMV of one trillion yuan, with penetration rates rising significantly in lower-tier markets. The industry is evolving with diversified consumer demographics, polarized group leader roles, and the emergence of group brands, while facing challenges such as food safety and the decline of traditional B2B models.
陈海超2020-2021: Without Dreams, Why Brands?
This article reviews the challenges and opportunities for new consumer brands in 2020, highlighting the importance of product strength, consumer insight, and strategic marketing. It offers predictions for 2021, emphasizing the need for brands to focus on product quality, user assets, emotional engagement, and emerging channels like Douyin live streaming.
Keny伟Before Becoming the 'First Spicy Strip Stock,' Weilong Still Has Two Questions to Answer
Since 2020, Weilong, the leading spicy strip maker, has been rumored to be preparing for an IPO, with reports suggesting it is working with CICC, Morgan Stanley, and UBS for a Hong Kong listing in the second half of 2021. Despite its success in turning a childhood snack into a national favorite with annual sales in the billions, Weilong faces two critical challenges: finding its next growth engine beyond spicy strips and maintaining the quality and reputation of its core product.
胖鲸研究所What Will Baijiu Distributors Compete On in the Next Decade?
Despite the pandemic's lingering impact on the baijiu industry, one distributor argues that 2020 marks the start of a new decade of rapid growth for those who transform into brand operators. This shift requires embracing consumer-centric thinking and adapting to fragmented channels and scarce brand resources.
陈峰What Changes Have Occurred in the Marketing World in 2020?
In 2020, the pandemic disrupted the marketing rhythm of many brands. However, thanks to China's decisive victory in fighting the epidemic, the Chinese market still showed great vitality, and many companies bucked the trend, seizing opportunities in the crisis to achieve growth. Looking back at 2020, despite the popularity of live-streaming e-commerce and the heated discussions on 'private domain traffic' and 'integration of brand and performance', there is no doubt that all brands are facing the dilemma of the disappearance of traffic dividends. Performance advertising and brand advertising...
肖明超The Gods Are at the Frontline
Some people avoid going to the frontline, but the author loves it because that's where opportunities and insights are found. By going to the market, one can discover successful tactics, identify patterns, and develop models that can be widely promoted, ultimately leading to market breakthroughs.
刘春雄Acting as Agent for Hengan, Fortune Lin, Mondelez, etc., with Annual Sales of 80 Million and 7 Fresh Supermarkets, Let's See His 'Cross-Border' Business Strategy!
New Distribution has been advocating category-focused distribution, but cross-category operation can also succeed. Zhiyuan Trading in Leshan, Sichuan, started with daily chemicals and expanded to multiple categories, achieving annual sales of over 80 million yuan. Its general manager, Zou Yin, shares his methods for cross-category management, including internal controls, brand portfolio strategy, and goal-oriented business management, as well as his vision for future development beyond simple selling.
周群Gerber Rice Cereal Toxic and Removed from Shelves? Moms in Uproar, Gerber Responds Urgently
A viral notice claiming Gerber baby rice cereal was being pulled from shelves sparked widespread concern among mothers. Gerber issued a statement asserting product safety and compliance with standards, while the notice's issuer, a non-official industry committee, faced scrutiny.
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