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 77 of 196
Thanks to Prohibition, People Drank More
Despite its noble moral intentions, Prohibition did not end American consumption of alcohol; instead, it drove drinking underground, leading to a thriving black market and speakeasies, which actually increased consumption. The article uses historical and modern examples to argue that suppressing human nature is ineffective and can backfire.
崔小北As the Pioneer of Ready-to-Eat Chicken Breast, How Powerful is Fovo Group Behind the Youxing Brand?
Ready-to-eat chicken breast is a star track in the light meal market, known for its high protein, low calorie, and low fat, fitting modern health concepts. The Youxing brand under Fovo Group has sold 90 million portions, becoming the leader in this category.
澄韵Compound Seasoning Brand 'Jiadian Ziwei' Secures Nearly $10 Million in New Funding
Jiadian Ziwei, a compound seasoning brand, announced the completion of a nearly $10 million Angel+ round led by Hillhouse Capital, with participation from IDG Capital, Yiling Capital, and existing shareholder Green Mountain Capital. The funds will be used for marketing, brand building, and the construction of product and supply chain platforms.
苏建勋The Mastermind Behind Li Ziqi's Brand Reveals the 'Hit Product' Methodology for IP Consumer Goods
Personal IP-derived consumer products are not exclusive to Disney. In the food sector, many influencers have explored the 'personal IP + brand' model, but few succeed. Li Ziqi, despite recent controversy, stands out as a pioneer in high-quality personal food brands, with her team's underlying logic for building a phenomenal IP and brand.
王晓萱Internet-famous brands will eventually lose their mystique, while old hands like Yili and Master Kong remain evergreen
Despite the pandemic, new consumer brands surged in 2020, with some achieving in 3-4 years what took incumbents a decade. However, their reliance on marketing and supply chain weaknesses may undermine long-term success, while traditional brands like Yili and Master Kong leverage robust supply chains and innovation to stay competitive.
财经新媒体During the Spring Festival Consumption Peak, COFCO Fortune Land Strongly Launches on Focus Media to Send Blessings Home
As the Spring Festival approaches, the rice, flour, and oil market enters a peak consumption season. Recently, COFCO Fortune Land partnered with Focus Media to present a heartwarming Spring Festival dining table and plump natural fragrant rice through uniquely shaped advertising posters, creating a warm 'New Year shopping' scene in elevators and sending New Year blessings to the nation. At the start of the new year, COFCO Fortune Land, with products as the cornerstone, channel upgrades, and marketing efforts, solidifies its brand image of 'guarding the happiness of the Chinese dining table' and embarks on a new journey for the brand in the new year.
New DistributionYili, Mengniu, and Bright Dairy Raise Prices Collectively: Who Will Give Us 'Milk Freedom'?
As the Spring Festival approaches, domestic demand for dairy products continues to rise, but this year manufacturers have not only refrained from discount promotions but have instead raised prices across the board. Companies uniformly attribute the increase to a significant rise in raw milk prices and surging cost pressures. Yili, Mengniu, Panda Dairy, and One Cow Raised by One Person have all implemented price hikes to varying degrees, with some consumers reporting that a certain brand's 250g×24-box pure milk has risen from 60 yuan to 75 yuan per carton. Once upon a time, dairy companies that championed 'a cup of milk a day keeps Chinese people healthy' have now left many netizens lamenting, 'Can't afford to drink!'
郑瑞龙JDB and Wanglaoji Strike Hard: Can the Herbal Tea Category Return to the Mainstream?
The 2021 Spring Festival marketing campaign has kicked off, with brands like Qiaqia, Three Squirrels, Be & Cheery, Coca-Cola, Genki Forest, JDB, and Six Walnuts gearing up in December, launching ads in buildings, on CCTV, and online, along with offline activities. The goal is to make their brands a top choice for Spring Festival shopping. After a long silence, Wanglaoji and JDB have become the most watched brands again, signaling a potential revival for the herbal tea category.
夏春兵This New Year's Goods Are a Hit, Selling Out in Stores! The Main Buyers Are Actually the Post-90s Generation! Staying Local for the New Year, Discovering a New Trend?
As the Spring Festival approaches, more people are choosing to stay in Beijing for the holiday, and the consumption of Beijing-style New Year goods remains strong. Many consumers who cannot bring Beijing specialties home in person are opting to mail them via express delivery. Reporters learned that many time-honored brands have seen sales growth through online channels.
New DistributionFor a Condiment Brand to Succeed, Is Being Expensive Enough?
Condiments are getting more expensive. Recently, Haitian launched its 'Naked Soy Sauce' series, featuring a 0-additive concept and only five ingredients, pushing Haitian soy sauce into a new price range. A 460ml bottle sells for 39.9 yuan on Tmall. Meanwhile, Qianhe, known for its high-end positioning, continues to focus on '0-additive' and organic concepts, with its organic soy sauce priced at 49.9 yuan per 500ml. The shift reflects changing consumer demographics and a growing demand for health and convenience.
刘伯约Roland Berger China Report: Five Key Factors for Building New Consumer Brands!
Recently, many research institutions, investors, and financial media have been discussing Generation Z. According to QuestMobile's 2020 Gen Z Insight Report, Gen Z consists of those born after 1995 and after 2000. In November 2020, the number of active Gen Z devices on China's mobile internet reached nearly 325 million, nearly doubling from 166 million in the same period in 2016, making Gen Z a new force among mobile internet users. According to Roland Berger (one of the world's top strategic management consulting firms), Gen Z will also be a key group driving China's new consumption wave.
罗兰贝格China Consumers Association Warns: Don't Buy Blind Boxes Blindly!
Blind boxes, as the name suggests, contain different items in identical boxes, with consumers unaware of which specific item they will receive, though there is a certain probability of getting their desired product. This lottery-like marketing strategy easily stimulates consumers' desire to purchase and has become one of the marketing methods attracting youth consumption. As businesses across various industries have discovered the profitability of the blind box market, many hope to share in the profits. Beyond the initial toys, blind box fever has spread to sectors such as dining, beauty, stationery, and books, making blind boxes ubiquitous in the consumer market.
New DistributionChannel Digitalization Running with 'Toxins'
Digitalization is a hot topic, but most brands and distributors are still in the primitive stage of channel digitalization, with data fraud being a persistent problem. Experts suggest that without clean and real data, any digital system is just a castle built on sand.
陈思廷Consumer Trends: 'Branding' on One Side, 'De-branding' on the Other
The article explores the dual trends of branding and de-branding in consumer markets. It argues that while China is seeing increased brand concentration, there is an undercurrent of de-branding, exemplified by companies like Nanjiren and Xiaomi that challenge traditional brand premiums.
人神共奋Dialogue with Lu Minfang, CEO of China Mengniu Dairy: Rekindling the Dream and Glory of a Dairy Giant
This year, BCG launched the 'Asia Business Leaders' Wisdom' research project in Asia, aiming to comprehensively analyze the success paths of Asian leaders through interviews with outstanding Asian business leaders. As the second article in this interview series, BCG recently conducted an in-depth dialogue with Mr. Lu Minfang, CEO of China Mengniu Dairy. Mr. Lu, a professional manager from foreign FMCG companies, has led Mengniu since September 2016. In just four years, he has driven category innovation and built an international brand, while rapidly and decisively implementing large-scale organizational changes, stimulating frontline innovation, boldly rewarding the excellent and eliminating the poor, and reigniting the spirit of struggle.
BCG波士顿咨询City Manager in a First-Tier City: Channel Is the Foundation, Product Selection Is Key, and Victory Lies in Response
After a weekly meeting, Lao Wang asks Lao Li and Xiao Zhang to stay behind to address pricing conflicts in community group buying. He emphasizes that in the new retail era, frontline city sales organizations must adapt by focusing on channel needs, product selection, and rapid response, while maintaining core values and discipline.
许翔 Ryan XuChina Resources Beer's Sharp Move Succeeds: Profit Alert Forecasts Over 50% YoY Increase in 2020 Net Profit!
China Resources Beer recently issued a positive profit alert, announcing that its profit attributable to shareholders last year increased by at least 50% year-on-year. The company attributed this to reduced employee compensation and resettlement costs related to capacity optimization and organizational restructuring, as well as increased income from glass bottle usage and gains from disposal of fixed assets. Earlier in November, CEO Hou Xiaohai stated at the first National Channel Partners Conference that the company expects its premium sales volume to approach major competitors by 2022, and to surpass them in premium, profit, and market value by 2025.
New DistributionMicro-Mall vs. Cloud Store: What's the Real Difference?
Cloud stores, along with one-code-per-item and RTM digitalization, are among the three foundational systems for brand marketing digitalization. However, cloud stores are often mistaken for micro-malls. While using a cloud store as a micro-mall is merely underutilizing its potential, using a micro-mall as a cloud store is problematic as it cannot support the marketing digitalization of brands and distributors. Technically, they may seem similar, but from a marketing perspective, they are vastly different. Both have their value, but the danger lies in using them incorrectly.
朱朝阳The 'Adaptable' Distributor: With Over 200 Million in Snack Food Distribution, Now Starting a New Venture to Cover Small Stores!
A month ago in Wuhan, I met Mr. Hu Xiaosheng, General Manager of Wuhan Shengxing Zhonghe Marketing Company, and we talked for nearly three hours. It's hard to imagine that this boss is not only a traditional distribution businessman but also a devoted student of Buddhism. This distributor, with a 'scholar's quality,' has built a snack food distribution business in Wuhan reaching 200-300 million in scale, with over 70 brands, mostly second and third tier, except for a few first-tier brands like PepsiCo Foods. Covering all channels except mom-and-pop stores...
袁来Jiang Nanchun's New Book 'The Dividend of Hearts and Minds': A Chinese Brand Methodology Earned with 100 Billion Yuan in Advertising Spend
In 2020, China's two dividends came to an end: the demographic dividend ended, pushing many industries into stock competition; the traffic dividend ended, with traffic costs rising and traffic ceilings emerging. A new era of brand resurgence is beginning, where brands will battle it out as dividends peak. With overcapacity and stock competition, we are entering the era of consumer sovereignty. Production and distribution are infrastructure; companies with quality production and extensive distribution are already in the finals. Who wins the consumer's final choice depends on who can first establish in the consumer's mind a reason to choose you over others, building brand cognitive advantage and premium pricing power.
New DistributionWill Vending Machines, Eyed by Zhong Xue Gao and Nongfu Spring, Be Key to Winning Offline Channels?
Vending machines for drinks are common, but have you seen one selling ice cream? At the end of 2020, netizens spotted a vending machine for the trendy ice cream brand Zhong Xue Gao in Hangzhou. This article explores why online brands like Zhong Xue Gao and Genki Forest are expanding offline, and how FMCG brands can effectively use vending machines to grow their offline channels.
FBIFDomestic Time-Honored Soda Brands 'Underperform'
Brand aging is the main problem for domestic time-honored soda brands. In Shaanxi, 'cold noodles, roujiamo, and another bottle of Bingfeng' form the cultural symbol 'Sanqin Set Meal'. 'No Bingfeng, no set meal'—Bingfeng is steeped in the memories of several generations in Xi'an and serves as a 'time machine' for locals to savor the past. There's a joke: to test a Xi'an native's 'purity', see how many bottles of Bingfeng they drink each year. Recently, this regional soda brand with 73 years of history signed an IPO tutoring agreement with Huachuang Securities, planning to list on the SME board of the Shenzhen Stock Exchange, with IPO application materials expected to be submitted before May 31, 2021.
萧田Breaking | Haitian Enters Edible Oil Market, Priced 20% Above Competitors, Will Launch Rice and Flour in the Next 1-2 Months!
Yesterday, the author learned from a distributor of Haitian Weiye that Haitian has launched a new edible oil brand, "Oil Commander," with soybean and corn oil products in 4.9L small packaging, targeting high-end family consumption with a focus on health and zero additives. Notably, the wholesale price per case for these two products is as high as 260 yuan and 272 yuan respectively, with distributor prices around 240 yuan after policy deductions, compared to about 190 yuan for similar competitor products. The distributor also revealed that Haitian will continue cross-category expansion, launching rice and flour products in the next one to two months.
陈峰New Logic for Investing in China: Insights from the Focus Media Curve
In 2020, the author proposed a basic logic: China's economy has entered an innovation-driven stage of high-quality development, where business models and brands with category innovation value will be fully recognized by the market. Investors should make choices based on innovation intensity, time window length, and mind-share solidification. The author also suggested using the 'Focus Media Curve' as an observation window to judge whether a company has benefited from innovation dividends.
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