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 85 of 196
Coca-Cola Teams Up with Mengniu: Fancy a Coke-Flavored Fresh Milk?
Coca-Cola and Mengniu have formed a joint venture to produce high-end fresh milk, with a total fixed asset investment of 2.1 billion yuan. The project is set to launch in the third quarter of 2021, targeting the East China market and intensifying competition in the low-temperature fresh milk sector.
敲敲格How Many More Years Can the Hottest Internet-Famous Brands Last?
Internet-famous brands have surged in popularity, but their long-term viability is questionable. Drawing on the rise and fall of first-generation internet-famous brands, this article analyzes the characteristics, advantages, and challenges of second-generation brands like Zhong Xue Gao and Genki Forest, questioning whether they can sustain their fame and become enduring brands.
寻空2009In the Beer Market Coveted by Snow, Tsingtao, and Budweiser, Can Innovative Craft Beer Break Through?
The beer market has long been dominated by five major brewers—Snow, Tsingtao, Budweiser, Carlsberg, and Yanjing—holding 83% market share. However, as consumer spending rises and demand for better taste and quality grows, craft beer has emerged as a new force, with the number of craft breweries in China surging from 17 in 2013 to nearly 2,000 by 2019. This article explores how Panda Craft Brewery, a leading craft beer brand, positions itself and navigates the competitive landscape.
New DistributionThe Shelf War in Lower-Tier Markets: Do Sugar-Free Beverages Stop at the County Level?
Sugar-free beverages occupy a very small share of shelves in third-tier cities. As the frontier of consumer innovation, first- and second-tier cities always lead trends, but can these trends be accepted by consumers in lower-tier markets? Yuanqi Capital recently surveyed supermarket shelf samples in lower-tier cities.
元气酱Xiangpiaopiao Ventures into Light Meals: Is Milk Tea Losing Its Appeal?
Xiangpiaopiao, known for its milk tea, has recently registered trademarks for light meals, signaling a move into the healthy food market. The company's performance has been volatile due to seasonal factors and product singularity, and its expansion into light meals faces challenges such as low market ceiling and weak product differentiation.
钱瑜 王晓The Mission of China's Dairy Industry: From 'Getting Milk' to 'Getting Good Milk'
Recently, a statement from the Dairy Association was pushed to the top of the hot search, sparking discussions from all sides, especially some arguments that attempt to incite public sentiment to attack the entire dairy national standard and further attack China's dairy industry as inadequate, which is truly heartbreaking. Behind the national standard set by the Dairy Association lies the most suitable standard for China's national conditions, forged by countless dairy workers through relentless efforts, and over time, it has evolved, hiding the entire development history of China's dairy industry. For a long time, China has been a large agricultural country, with more draft cattle, fewer beef cattle, and even fewer dairy cows. In the 1960s, the country was in a difficult period...
澄韵The Era of 'Star' Consumption Arrives: How Heineken® Silver™ Wins the Future!
In May of this year, world-renowned beer brand Heineken launched its new product, Heineken® Silver™. This is a high-end beer targeting young consumers with a smooth and refreshing taste, designed specifically for young people from packaging to quality, undoubtedly giving the young consumer group a brand-new choice. Videos featuring singers Boqian Ma and Tizzy T as Heineken Silver explorers were shot for the new product. Once the product hit the market, Heineken quickly distributed it through offline channels and invested substantial resources in promotion. This raises the question: why does Heineken place such importance on this new product? What impact will it have on the industry?
陈峰How Did Beverage Industry 'Dark Horse' Genki Forest Become an Internet Sensation?
In just nine months, emerging beverage company Genki Forest has once again refreshed its 'dark horse' track record—its valuation may jump from 4 billion to 14 billion yuan. On July 15, according to 36Kr, Genki Forest is about to complete a new round of financing with a post-investment valuation of about 2 billion US dollars, roughly 14 billion yuan. In addition to some old shareholders following the investment, Sequoia Capital China and Yuansheng Capital may become new investors. Genki Forest has declined to comment on this.
王一越Revenue Stagnates: Where Does C'estbon Go Next?
C'estbon, which had maintained revenue growth for years, saw a decline in 2019. The company's 2019 social responsibility report showed revenue of 10.396 billion yuan, a slight decrease year-on-year. Revenue has hovered around 10 billion yuan for three years without significant growth. C'estbon attributes the decline to industry conditions, but insiders note that while the industry downturn is an external factor, internally, C'estbon still relies heavily on water revenue, a saturated market with limited growth potential. Despite new product launches, they have yet to form a breakthrough.
李振兴Why Can't the FMCG Industry Afford High Salaries Anymore?
Recently, an interesting phenomenon has been observed: the FMCG industry has not attracted high-quality talent for frontline sales for a long time. Even companies like P&G find it very difficult to recruit graduates from Tsinghua or Peking University, let alone frontline staff at Coca-Cola or Master Kong. This article explores the reasons behind this, including low pay, inefficient distribution models, and the need for digital tools that empower rather than monitor salespeople.
道农Is Wahaha's Nostalgia Worth 600,000 Yuan for a Milk Tea Franchise?
On July 27, Wahaha opened its first direct-operated milk tea store in Guangzhou, with Zong Qinghou attending to taste products and propose development concepts. However, despite the new direct store, several franchise stores had already appeared, and Wahaha's official Weibo stated that the milk tea project is not directly operated but authorized to partners. As the 33-year-old brand faces aging concerns, its foray into the competitive new tea market raises questions about whether nostalgia alone can sustain franchisees.
锌刻度Tsingtao Brewery's Market Cap Breaks 100 Billion Yuan: Perhaps Just the Beginning?
On July 15, Tsingtao Brewery's stock price rose in both Shanghai and Hong Kong, pushing its combined market value to 103 billion yuan, a record high since its 1993 A+H listing. This made it the first Chinese beer brand to join the '100 billion club'. The article discusses what this milestone means for the company and the industry.
陈峰How a Distributor of Dali, Lay's, Oishi and Dozens of Other Snack Brands Became a Leading Local Player
This article profiles Zhou Dengyu, deputy general manager of Guiyang Yibai Trade, a snack food distributor that survived a near-collapse by refocusing on its core business. It details how the company used digital tools, a rigorous product selection process, and a clear strategic direction to thrive in a challenging market.
周群Food and Beverage Packaging to Undergo Major Overhaul—New Regulations from State Administration for Market Regulation Prohibit Labels Such as 'Zero Additives' and 'Non-GMO'
On July 27, the 'Measures for the Supervision and Administration of Food Labels (Draft for Comments)' proposed that food labels must not emphasize the absence of substances not contained or used in the food, such as 'no additives,' 'zero additives,' or similar phrases. It also encourages food producers to label low oil, low salt, low sugar, or sugar-free prompts. Additionally, for genetically modified food, the label must prominently indicate 'genetically modified,' otherwise it is not necessary to label 'does not contain GMOs' or 'non-GMO.'
New DistributionTo Brand People: Stop It, Traffic Is the Amulet of Brands
This article argues that traffic, often dismissed by brand professionals as a disposable commodity, is actually the most profitable business model. It contends that most brand-building efforts are actually traffic plays, and that understanding the evolution of traffic is crucial for brand success.
梁将军Luosifen with Annual Sales Exceeding 10 Billion Yuan: What Still Stands Between It and Instant Noodles?
During the pandemic, luosifen became a hot commodity, with some brands' pre-sale periods lasting over 40 days due to production and supply chain issues. With annual industry sales exceeding 10 billion yuan, luosifen's rapid growth raises the question: can it become the next instant noodles?
长袖When Selling More No Longer Works, Where Do FMCG Brands Turn?
Over the past three decades, FMCG brand growth in China has relied on four drivers: market capacity, category penetration, category upgrade, and market share expansion. As these dividends fade, brands must shift focus to premiumization, hero products, lower-tier markets, community retail, and online-offline integration.
高级研究员 海游Category Growth Rate Up to 30%: Sugar-Free Beverages 'Compete for Favor' in Summer Market
Sugar-free beverages have become the new favorite in the summer beverage market, with category growth reaching 30% in 2019. However, consumers should note that 'sugar-free' does not mean completely free of sugar, as products can be labeled as such if they contain less than 0.5g of sugar per 100ml.
周辉霞 李德蕊Want to Know Marketing Trends After the Pandemic? Tiger Cao, President of KMG China, Tells You
As the global partner and president of China at Kotler Marketing Group (KMG), Tiger Cao has deep marketing academic foundations and rich practical experience in international business. He has led KMG China in providing market strategy and brand strategy consulting services to over 120 companies, including Fortune 500 firms and city governments. He proposes four marketing trends in the post-pandemic era: influence marketing, agile marketing, brand activism, and relentless marketing innovation.
New DistributionThe Three Unavoidable Things in Life: Toxic Chicken Soup on Moments, Pretty Girls on Douyin, and Brainwashing Ads in Elevators
No matter the era, media are unavoidable, carrying distinct characteristics of their time and invading daily life while serving as vital tools for information dissemination. In ancient times, besides imperial edicts, there were hearsay and gossip; in modern times, newspapers and leaflets evolved into telegraph, telephone, television, and fax. With the internet, information became aggressive and overwhelming, with countless apps plastering text, audio, and video in your face, leaving no escape or refusal.
八米 万护侯10 Anti-Intuitive Rules for Consumer Brand Startups, Drawn from 100 Brands Earning 100 Million a Year
After studying 100 new consumer brands with annual revenues of 100 million yuan, the author distills 10 counterintuitive rules for consumer brand entrepreneurship, emphasizing simplicity, founder philosophy, timing, positioning, and the primacy of loyal users over traffic.
龙猫君Zong Fuli's First Brand Enters First-Tier Market, Wahaha 'Explores' High-End
Wahaha has begun exploring the high-end market. Zong Fuli, daughter of Wahaha Group chairman Zong Qinghou and head of the group's brand PR department, has launched her first beverage brand KellyOne, whose high-end tea product Yicha is now available at Beijing Yonghui supermarkets. However, industry insiders say KellyOne's limited product categories, insufficient channels, and numerous competitors may make it difficult to support Wahaha's high-end ambitions in the short term.
李振兴WeChat, Weibo, Douyin + Scenario-based Focus Media: The New Rules for Igniting Brands
Li Jiaoshu once said at the 2020 New Marketing Opening Class that the biggest single variable affecting the business model of consumer goods is 'media.' This simple statement contains profound insights. From traditional to new media, from text-and-image to live-streaming eras, every media shift creates waves in the market, driven by changing information patterns and the mediatization of life scenarios. The biggest change brought by mobile internet and scenario-based media is the connection: social platforms connect people to people, scenario platforms connect people to brands, and the fusion of the two.
听风来 万护侯A Trillion-Yuan Market, High-Value, High-Frequency Baijiu: Actually a 'Slow' Industry...
Baijiu, a trillion-yuan market with high value and high frequency, seems 'perfect' to industry insiders, but innovation has been scarce. Today, innovation in baijiu must go beyond market models or single products, focusing instead on product and brand innovation that resonates with the values and culture of young consumers, especially those born in the 90s and 95s.
袁来