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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 78 of 196
Zong Qinghou Doesn't Understand Consumers, Zong Fuli Doesn't Understand Wahaha
After more than 30 years, why don't consumers love Wahaha anymore? Thanks to Wantai Biological and Nongfu Spring, Zhong Shanshan became the first domestic billionaire to enter the top 10 of the world's richest list. Many people may be unfamiliar with Wantai Biological, but when it comes to Nongfu Spring, it can be considered a 'national-level' beverage brand after Wahaha. In fact, in front of Wahaha and Zong Qinghou, whether it's creating a national-level beverage brand or topping China's richest list, Nongfu Spring and Zhong Shanshan are only latecomers. But times have changed, and in the great transformation of the era...
财经新媒体Snow Beer's Bi Chaojiao on the 3+3+3 Strategy: What's Next for the Second 3-Year Phase?
In 2020, despite the pandemic's severe impact on the beer industry, China Resources Snow Breweries achieved growth through its 3+3+3 strategy, focusing on safety, strategic stability, and channel deepening. For 2021, the company plans to continue brand upgrades, strengthen distributor capabilities, and enhance high-end market competitiveness.
毕朝矫The Battle Between Old and New: Traditional Brands vs. Innovative Brands – Who Will Dominate the Future?
In 2020, we witnessed new milestones: Genki Forest, founded only 4 years ago, succeeded with sparkling water, its valuation soaring by 10 billion yuan to 14 billion yuan in a year; domestic fruit tea brand CHALI secured successive funding rounds, while legacy tea bag brand Lipton was divested from Unilever due to brand aging; protein bar brand ffit8 surpassed 100 million yuan in sales in its first year; during promotions like Double 11, Wangbaobao overtook Quaker and Saturnbird defeated Nestlé, revealing a new competitive landscape. Reports on new brands were overwhelming, with many media and investors offering optimistic forecasts. New products...
刘伯约The More Adverse the Circumstances, the More You Must Believe: Three Suggestions from Jiang Xiaobai's Tao Shiquan for 2021
In 2020, despite the pandemic's severe impact on offline consumption and the baijiu small-bottle category, Jiang Xiaobai not only weathered the crisis but also completed a C-round financing of over 1 billion yuan in Q3, and its Meijian plum wine became the top-selling fruit wine on Tmall during 618 and Double 11. Founder Tao Shiquan shares three beliefs for dealers: believe things will get better, believe in innovation, and believe in the team.
陶石泉Tang Binsen's 'Yuanqi Empire' and 'Hidden Corners'
In late October 2020, founder Tang Binsen announced an offline sales target of 7.5 billion yuan for 2021, more than triple the 2.1 billion yuan target for 2020. Beyond sugar-free sparkling water, what will support such massive ambitions, what challenges lie ahead, and what is the ultimate endgame?
李可馨Who Says Old Players Can't Innovate? Lee Kum Kee's Steamed Fish Soy Sauce Precisely Positions a New Subcategory!
In the consumer market, the most effective way for new players to challenge established ones is to define a new subcategory and become the leading brand in it. However, old players like Lee Kum Kee can also innovate; by creating steamed fish soy sauce in 1997, they carved out a new niche and set an industry benchmark.
澄韵What Can the Dairy Industry Learn from 'Zhong the Richest'?
On January 7, Nongfu Spring's stock closed at HK$65.2, with a market cap of HK$733.3 billion; Wantai Biological's stock closed at HK$246, with a market cap of HK$106.6 billion. Based on Zhong Shanshan's 84.41% stake in Nongfu Spring and 83% in Wantai, his personal wealth was $91.26 billion. On January 5, he ranked sixth globally with $91.7 billion, solidifying his position as Asia's richest person, surpassing Ma Yun and Ma Huateng. This article explores what the dairy industry can learn from Nongfu Spring and Zhong Shanshan's success.
乳业新媒体领导者From Product, Marketing, Channels to Supply Chain: How Do New Consumer Brands Win the Battle for Attention?
As the consumer sector becomes a thriving oasis amid a barren To C landscape, new brands are emerging rapidly. Despite the COVID-19 pandemic hitting most consumer goods companies in 2020, outstanding new brands continued to advance, such as Zihaiguo building its own supply chain and Zhongxuegao expanding offline with 500% growth.
经纬创投主页君Soft Drink Market Heats Up: Is Nongfu Spring's Cross-Border Expansion Hitting a Roadblock?
Beyond natural water, how much room does Nongfu Spring have in the soft drink market? New soft drink brands represented by Genki Forest are blocking Nongfu Spring's cross-border expansion. In 2016, Nongfu Spring began testing overseas markets by establishing Creswell NZ Ltd in New Zealand and exporting hit products like Tea π. It took Nongfu Spring nearly 20 years from its founding to go global, while new brands are moving much faster.
财经新媒体2020-2021: Without Dreams, Why Brands?
The article reviews the challenges and opportunities in China's FMCG sector during 2020, highlighting the rise of new consumer brands, the importance of product strength, and strategies for brand building in 2021.
Keny伟Coffee, Milk, and Red Wine Can All Be Self-Heating: Is the 'Self-Heating Beverage' a Real Blue Ocean or a False Proposition?
As temperatures drop, the ready-to-drink hot beverage market is heating up, with the emergence of self-heating beverages. This article examines the current performance of self-heating drinks, from coffee and milk to red wine, and explores whether they represent a genuine market opportunity or a passing fad.
新消费日报The Three Realms of Community Marketing
Community marketing that has formed business models can be roughly divided into three realms. The first realm is harvesting marginal groups, which enjoys community dividends but ultimately ruins the community. The second realm is the communalization of community commerce, where warm community connections become a commercial addition. The third realm is enhanced connection and relationship transfer without marketing traces, where communities integrate into mainstream commerce, becoming the router of business and achieving seamless community marketing.
刘春雄When the Initial Novelty Fades, How Should New Food and Beverage Brands Sustain Their Business?
As companies review 2020 and plan for 2021, new consumer brands in the food and beverage sector face the challenge of sustaining growth after the initial novelty-driven purchases. The key lies in continuously engaging consumers through brand building and driving repeat purchases, rather than relying solely on new customer acquisition.
秦淮Yili 2021: Drawing a New Blueprint, Ushering in the 'Post-100-Billion Era'
In 2020, despite the sudden COVID-19 pandemic, China's economy showed strong resilience and potential, with the dairy industry recovering early. As an industry leader, Yili donated 280 million yuan to fight the epidemic, resumed production with global partners, and achieved remarkable results, including entering the top five global dairy companies ahead of schedule and ranking first in global dairy brand value.
New DistributionFood Track Sees a Stream of Hits, but Turning Internet-Famous into Long-Lasting Brands Is Hard
The food consumption sector is undergoing a new transformation, with many internet-famous brands emerging. While the rise of brands like Genki Forest, Saturnbird Coffee, and Chicecream signals a new era of consumption, it also raises concerns about their moats. To become truly enduring companies, these brands still have much to learn.
陈夏怡Will China's Dairy Giants Face Antitrust Action?
China's dairy giants like Yili and Mengniu are unlikely to face antitrust action in the near future, as the industry still needs further consolidation and enjoys government support for mergers and acquisitions, unlike the internet platform economy.
乳业新媒体领导者Three Essential Elements for a Perfect Enterprise-Level Private Domain System in the Next Five Years
Before the article begins, let's briefly look at the past and present of 'private domain'. Around 2010, leading social platforms such as Weibo and WeChat Official Accounts emerged, and a large number of self-media rose, making enterprises realize that the discourse power of brand communication had fragmented. To address this challenge, some brands passively registered official accounts, but the results were often unsatisfactory. It wasn't until the end of 2018 that 'private domain traffic' was formally proposed.
燕尾From the Evolution of Sovereignty to Marketing Opportunities in the Era of Consumer Sovereignty
In China's FMCG industry, the sovereignty of transactions has been evolving: from factory sovereignty to brand sovereignty, then channel sovereignty, and now the consumer sovereignty era has just begun. This article explains why the fourth sovereignty era is only now starting, its logic, relationships, and future trends.
赵波After 11 Years, Bright Dairy Launches a New Ambient Yogurt Brand! We Also See the Industry Opportunities Behind the Launch
Bright Dairy has launched a new ambient yogurt brand, Yanjian, featuring a 0 sucrose, 0 additive product, marking its first new ambient yogurt brand in 11 years. This move addresses product homogenization in the ambient yogurt market and aligns with the broader food and beverage industry trend toward sugar reduction.
FBIFEntering 2021, Marketers Should Abandon the 'Wait, Sit, and Rely' Mindset
As 2020 comes to a close, FMCG professionals have faced a turbulent year, with the pandemic hitting gift-oriented products hard and leading to significant income losses. The article urges marketers to abandon passive mindsets, embrace systematic thinking, adaptability, continuous learning, and proactive action to thrive in 2021.
高级研究员 海游How the 'Back Waves' of Snack Food Brands Merge into a Trend
Chinese people's snacking experience has transformed from monotony to diversity and from scarcity to abundance, with various leisure foods now serving as the 'fourth meal' and driving the market scale into the trillion-yuan level. New brands like Perfect Diary, Genki Forest, and Daily Dark Chocolate are occupying more life scenarios, with CBNDATA showing a 2.49-fold increase in new online brands in 2019 compared to 2017.
康 朴Community Marketing: Business Fringe or Mainstream?
Whether communities exist because of social interaction or social interaction is built upon communities determines their value. Whether community commerce is a battlefield or a weapon of mainstream business determines if it remains on the fringe or enters the mainstream. Communities must connect three dimensions to move from small battlefields to big business, and only through relationship transfer can communities connect the world.
刘春雄New Consumption, New Scenarios, and New Channels Emerge Endlessly: Ann's "One Pallet of Goods" Helps FMCG Enterprises Build Core Competitiveness
As the year draws to a close, "restarting 2020" has become a topic of discussion. Looking back on the past year, the impact of the pandemic on work and life is undeniable, and for many, 2020 will be an unforgettable year for the next five, ten, or even longer. If time could rewind to the beginning of 2020, setting aside the pandemic's effects, would our industries and businesses truly be better off than they are now?
刘少德Genki Forest 'Gains Weight'
Genki Forest, known for its sugar-free sparkling water, is aggressively diversifying into multiple beverage categories and beyond, driven by the anxiety of sustaining high growth and the need to justify its high valuation. The company faces challenges in building a moat and replicating its initial success.
谭丽平