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.
Related research and analysis
4701 articles · Page 84 of 196
These 5 Transformative Actions Saved Chain Brands in Times of Crisis!
At the 'Digital New Infrastructure · 2020 (3rd) China FMCG Conference' hosted by New Distribution, Yan Dong, head of Youzan New Retail Academy, shared insights on how brands can navigate digital transformation. He outlined a 1-5-3 framework: one top-level design, five key steps for quick wins, and three long-term strategies for growth, retention, and repurchase.
闫冬How Does Digitalization Improve Marketing Efficiency for FMCG Brands?
At the 2020 (3rd) China FMCG Conference hosted by New Distribution, Zheng Yunfan, founder of Huihe Technology, shared insights on digital infrastructure in the FMCG retail industry. He emphasized transforming transaction, logistics, and marketing methods, and introduced the E店佳 platform to connect brands with traditional stores, enabling direct communication, efficient execution, and real-time settlement.
郑云帆Jiang Nanchun, Founder of Focus Media: Digital Transformation of China's Communication Market
At the 2020 (3rd) China FMCG Conference hosted by New Distribution, Jiang Nanchun, Chairman of Focus Media, discussed the digital transformation of China's advertising market, emphasizing the shift from traditional media to digital platforms and the importance of data-driven strategies. He highlighted Focus Media's evolution into a digitally-enabled platform through Alibaba's investment, enabling precise targeting, data feedback, and improved advertising effectiveness.
江南春Roundup | 2020 H1 Dairy Company Results: Yili, Mengniu, Nestlé, Danone Report Earnings
In the first half of 2020, major dairy companies reported mixed results amid the COVID-19 pandemic. Yili's revenue reached 47.528 billion yuan, while Mengniu's revenue fell 5.8% to 37.5335 billion yuan. Other companies like Feihe, Ausnutria, and Beingmate saw significant growth, while some regional players faced challenges.
New DistributionBoston Consulting Group (BCG): Post-Pandemic Consumption Trends, Opportunities, and Digital Brand Marketing
At the 'Digital New Infrastructure · 2020 (3rd) China FMCG Conference' hosted by New Distribution, BCG Managing Director and Global Partner Ding Jiachuan and BCG Partner Zhang Yibo discussed post-pandemic consumption trends and digital brand marketing. They highlighted that China's digital infrastructure enabled faster recovery and identified eight key trends, including increased spending by Chinese consumers, the rise of home scenarios, and the importance of O2O. They also introduced a tool developed with Tmall to quantify brand assets.
丁佳川 章一博Business Restructuring, Department Reduction, and Layoffs of 4,000 Employees: Is Coca-Cola Struggling to Save Itself?
Coca-Cola, a recognized global beverage giant, has announced a major restructuring plan involving layoffs, business reorganization, and department consolidation. The plan includes offering voluntary separation packages to 4,000 employees in the U.S., Canada, and Puerto Rico, and aims to streamline operations amid the pandemic's impact on sales.
New DistributionSorry! You Can't Do Business with Young People.
Companies today emphasize the importance of young people and regard brand rejuvenation as a core marketing topic. However, most companies' rejuvenation efforts are superficial, like Lord Ye's love of dragons. They think using trendy words, hiring young idols, or advertising on Douyin and Bilibili will make young people love them, but they are wrong. The real challenge lies in understanding and genuinely connecting with young consumers, which requires more than surface-level tactics.
空手Confirmed: Tsingtao Brewery Acquires Nestlé's Water Business in China! Will the "Water War" Landscape Change?
Tsingtao Brewery Group and Nestlé Group have jointly announced a strategic cooperation in mainland China, under which Tsingtao Brewery will acquire Nestlé's water business in China. The deal includes local brands "Dashan" and "Yunnan Spring" and equity in three Nestlé companies in Shanghai, Tianjin, and Kunming, with a licensing agreement for Tsingtao to produce and sell "Nestlé Pure Life" in China.
New DistributionGenki Forest: The Overlooked Offline Distribution Capability
This article from WeChat public account Internet Arena (internet-war) discusses how Genki Forest, a new beverage brand, has successfully expanded offline distribution in convenience stores and supermarkets, leveraging data-driven decisions and strong marketing to compete with giants like Coca-Cola and Pepsi. Despite challenges, the brand's focus on offline channels and product quality has helped it gain market share, though it still faces hurdles in sustaining growth and competing with established players.
铁林In-depth Industry Analysis: Common Problems and Solutions for Brewpubs
About four years ago, a large number of brewpubs specializing in craft beer began to emerge in China. For instance, in 2018 alone, over 300 craft beer pubs opened in Chengdu. In the past five years, more than 8,000 craft beer-themed dining establishments have been built nationwide. The proliferation of craft beer pubs signals a shift in nightlife preferences: from competitive, binge-drinking, and carnival-like venues to more integrated, joyful social spaces. This new model represents a more mature, rational, and self-aware consumption pattern.
New DistributionZhao Bo of New Distribution: The Underlying Logic of Digital Infrastructure in FMCG
At the 'Digital New Infrastructure · 2020 (3rd) China FMCG Conference' hosted by New Distribution, founder Zhao Bo discussed how the pandemic accelerated digital transformation in FMCG. He argued that traditional marketing models based on physical resource monopolies are being replaced by a new logic centered on consumer mindshare, integrated value chains, and data-driven decision-making.
赵波Focus Media's H1 Revenue Reaches 4.6 Billion Yuan; Q2 Daily Consumer Goods Ad Revenue in Building Media Up 25%
On August 20, Focus Media released its 2020 semi-annual report, showing H1 revenue of 4.61 billion yuan, down 19.35% year-on-year, with net profit attributable to shareholders of 820 million yuan, up 5.85%. In Q2, as elevator advertising normalized, demand recovered, and the company seized opportunities in daily consumer goods and online education, leading to a rapid rebound in building media revenue.
New DistributionBuilding Professional Foodservice Brands, Providing Total Solutions: Arla Helps Distributors Grow Their Business
China's foodservice industry is in a rapid growth cycle, closely tied to economic development and rising per capita income. With China's 2018 GDP per capita nearing $10,000, the sector has entered a phase of fast consumption growth. The broad foodservice market (including dining out and food consumption) is currently valued at approximately RMB 8.2 trillion, projected to reach RMB 12.04 trillion by 2022, with a CAGR of about 7.1%. As foodservice channel consumption surges, channel dividends are returning, creating new business opportunities for food distributors.
New DistributionExpired Food: A Neglected Retail Market Worth Tens of Billions
Imported biscuits at 9.9 yuan per box, instant noodles at 9.9 yuan per box, and lactic acid bacteria drinks at 7.6 yuan per box—these are prices a friend posted on social media. Despite the seemingly loss-making prices, some people earn millions of yuan annually from this business. This article explores the overlooked but billion-yuan market of near-expiry products, focusing on the food industry.
天涯住在十里村After the Disappearance of Traffic Dividends, How Can Maternal and Infant Brands Achieve New Growth with Private Domain Traffic?
Under the dual influence of consumption upgrades and the pandemic, private domain traffic, which emphasizes 'acquire once, retain for life,' has gained more attention. As traditional traffic dividends peak, brands are exploring how to build trust-based transactions and achieve long-term growth, with private domain traffic emerging as a key breakthrough.
澄韵In the Era of Marketing 5.0, Every FMCG Product Deserves to Be Redone
From August 24-26, 2020, the 2020 (3rd) China FMCG Conference, hosted by New Distribution and co-hosted by Kotler Consulting Group, will be held in Shanghai. With nearly 200 heavyweight speakers, 3,000 FMCG industry practitioners, and 16 major topics, the conference will focus on "Digital New Infrastructure" to explore the opportunities and insights it brings to the industry. Kotler Consulting Group's parallel forum, "Marketing 5.0: New Opportunities for Value Marketing in FMCG," is scheduled for the afternoon of August 25.
科特勒增长实验室E-commerce: A New Sharp Tool for Domestic Beer to Break Through the High-End Bottleneck
The domestic beer industry is entering a new era of high-end structural upgrading, with e-commerce emerging as a key channel for domestic brands to compete against imported beers. This article analyzes the high-end channel strategies of Budweiser, CR Beer, and Tsingtao, and explores other models such as specialty bars, circle marketing, dedicated teams, and high investment to overcome the bottleneck.
吴勇毅When Internet-Famous Brands Go Offline: Be a 'Honest Person'!
In recent years, the rise of innovative consumer brands has been evident to many. With capital support, e-commerce hype, user discussions, and cutting-edge innovation, many startup brands have become focal points in the industry. New Distribution has reported on dozens of such brands, firmly believing that any innovation deserves coverage. However, this does not mean these companies hold absolute superiority. On the contrary, when these brands step into the offline world, they often face significant challenges due to a lack of respect for the offline market, insufficient understanding of frontline realities, and organizational mismatches. To succeed offline, they must become 'honest people,' returning to the basics of the 4Ps: product, price, channel, and promotion.
袁来A New Opportunity Is Emerging in the 30-Billion-Yuan Salt Industry: Are You Ready for This Round of Dividends?
On January 1, 2017, China's national salt industry system reform officially began, marking the most special moment in the history of China's salt industry and signaling the formal transition of the 2,600-year-old monopoly mechanism for table salt to marketization. The current market environment is entering a differentiation phase, and Hubei Salt Industry Group is actively diversifying its product lines, including launching a new sugar brand, to seize the opportunities in the post-reform market.
澄韵Nongfu Spring: I Am Nature's Money Printer
Nongfu Spring, often called 'nature's搬运工' (porter), is more accurately 'nature's money printer,' with annual net profits of 5 billion yuan. Approved for listing on the Hong Kong Stock Exchange on July 31, the company's business model involves bottling water and selling it at 2 yuan per bottle, a price higher than oil per liter during price drops. This article explores its market dominance, operational efficiency, and the marketing genius of its founder, Zhong Shanshan.
老局长Amid the Pandemic Winter, Securing 200 Million Yuan in Series B+ Funding and 300% Growth in 3 Years: What is a1 Snack Research Institute's Innovation Methodology?
In recent years, innovative consumer brands have emerged rapidly. New Distribution interviewed Zhou Weiping, founder of a1 Snack Research Institute, to explore the underlying logic behind their rise. Zhou attributes it to consumption upgrading, where consumer demand has moved ahead of supply, and emphasizes the importance of creating极致 products within the affordable range of target users, while adopting an omni-channel strategy and membership stores to build direct connections with consumers.
袁来Fragmented Thoughts on Beverage Entrepreneurship
This article summarizes the author's recent exchanges and reflections on beverage and low-alcohol drink entrepreneurship, highlighting key capabilities needed at different stages, risks in the capital-fueled boom, and the importance of patience and offline channels.
胡昊Traffic = Sales? How Long Can the 'Halo' of Internet Celebrities Cross-Border into Food Last?
Internet celebrities and stars may win cheers from fans online, but when they cross over into the food industry, they find it difficult to convert their traffic into product sales. A recent investigation by Beijing Business Today reveals that while initial sales may surge, most products see mediocre sales over time, with issues such as reliance on OEM production and quality control challenges.
白杨 张君花Nongfu Spring IPO Sparks Debate: Product vs. Marketing Gap, Who's Right?
Nongfu Spring's IPO prospectus reveals a stark contrast between its high marketing spending and low R&D investment, reigniting the debate on whether product or marketing matters more. Despite its successful marketing-driven growth, industry experts warn that relying solely on marketing without product innovation may not sustain long-term success.
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