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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 87 of 196
In 2020, Digitalization Is Becoming the Top Priority for All FMCG Manufacturers
In 2020, had the pandemic not occurred, all industries would have continued along the plans designed the previous year. However, the sudden outbreak made every enterprise realize the 'blind spots' in their business operations. Digitalization, a topic often discussed in recent years, has been mentioned in meetings of every enterprise to varying degrees. Whether it is promoted this year or next, or gradually introduced through a specific project, the timing, importance, and methods differ in each enterprise's operational priorities.
New DistributionIce Cream Internet Celebrity Battle: Why Do We Only Remember Zhong Xue Gao and Zhongjie 1946?
With the development of internet commerce and upgraded consumption levels, a larger ice cream market is gradually opening up. More and more ice creams like Zhong Xue Gao, Double Yolk, Coconut Ash, and Zhongjie 1946 have emerged with high appearance and new flavors, becoming new favorites among consumers. So why is it that among internet-famous ice creams, some only make us remember the product, while Zhongjie 1946 and Zhong Xue Gao make us remember the brand? Facing severe market homogenization, what changes have occurred in the 'underlying logic' of creating an internet-famous ice cream?
陈文Children's Snacks Usher in a New Era: Can Leading Brands Open Up a 100-Billion-Yuan Market?
In the consumer market, it's often said that women and children's money is the easiest to earn. Data confirms this: with China's consumer base reaching 1 billion, there's immense potential for all consumer goods to be reinvented. However, the current attention to children's consumption is insufficient, with few leading brands and uneven quality, making the children's economy a vast blue ocean full of opportunities.
澄韵Live Streaming Determines How Much You Sell, Brand Determines How Much You Earn
Live streaming is undeniably the hottest marketing method in 2020, with many advertisers shifting brand marketing budgets to it. While it can quickly boost sales and clarify ROI, the question arises: is branding still necessary? After the boom, rationality returns, and reflections on live streaming are increasing, with the biggest concern being that brands lose their way in it. The article argues that live streaming is just a marketing tactic and most live streams do not enhance brand equity, emphasizing the distinction between marketing and branding.
寻空2009Reversal: Laoganma's Latest Response, 'No Cooperation with Tencent at All!'
In response to Tencent's lawsuit, Laoganma has responded, saying 'Tencent was deceived, and there has been no cooperation with Tencent at all,' and issued a related statement. Tencent sued Laoganma for unpaid advertising fees, while Laoganma strongly denied any commercial cooperation, leading to a heated dispute. The truth behind the incident is now under police investigation.
New DistributionRetail Giants' Private Label FMCG Brands Are Coming on Strong: Is There a Crisis for Traditional FMCG Brands?
Private label brands are developed and used by wholesalers or retailers based on consumer needs, with retailers controlling the entire process from design to distribution. Currently, retailers face two major problems: severe product homogenization and shrinking profit margins, and a sharp decline in customer traffic. To achieve product differentiation and maximize profits, retailers are launching private label products to meet the diverse, niche, and personalized demands of consumers.
New DistributionA Refreshing Breeze in the Beverage Market: Light Lactic Acid Bacteria Drinks Arrive
As summer approaches, beverage companies are launching new products to compete for consumer attention. This year, distributors should not miss Kangshifu's new product, Xiaoluo Duoduo, a refreshing lactic acid bacteria drink that caters to young people's preferences for health and taste, injecting new vitality into the light beverage market.
New DistributionFrom Content Dividends to Livestreaming and Private Domains: How Can Consumer Brands Find Their Next Growth Point?
The disappearance of traffic dividends is perhaps the most heard phrase among consumer brand entrepreneurs this year. From new e-commerce channels like social and private domains to emerging content platforms like Kuaishou, Douyin, and Bilibili, every cognitive gap is being quickly filled. However, the end of major dividends does not mean the end for new brands. On the contrary, the gradual maturity of new channels and content provides brands with more touchpoints to reach consumers, cultivating unprecedented soil for the birth of new brands. In this context, how to use each platform in stages and with strategies becomes key for consumer brands to break through.
曹瑞、黃斯理How Should Beverage Brands Price 'Smartly'?
Recently, the topic of 'Haidilao's retaliatory price increase' has sparked widespread public debate. However, unlike Haidilao, which raised and then lowered prices, Heytea quietly managed to increase its prices by 2 yuan. The reason lies in market positioning: Haidilao lacks pricing power despite its fame, while Heytea's brand is less replaceable. This article explores the real factors behind beverage pricing, arguing that market factors, not costs, determine prices, and offers strategies for brands to raise prices effectively.
林川JDB Takes Its Advertising Slogan Battle All the Way to the Supreme Court...
The Supreme People's Court ruled that JDB can continue using the slogan '怕上火喝加多宝' (Drink JDB to prevent getting heaty), dismissing GPHL's retrial application. This case highlights the importance of advertising and brand positioning in the beverage industry, as well as the lesson that entrepreneurs must build their foundations on solid ground.
刘润How to Create a Brand Like Coca-Cola?
Charlie Munger's multi-disciplinary thinking model explains how to build a company like Coca-Cola. In a speech, he outlines a plan to turn a $2 million investment into a $2 trillion company by 2034, using simple math, psychology, and strategic branding.
查理芒格The Drink Chinese People Hate Most Ranks First
As the weather gets hotter, people have a legitimate excuse to enjoy cold drinks. Sales of beverages surge online during July, August, and September. With an increasingly segmented market and limited consumer attention, brands must work hard to stand out. This article explores which drinks are most loved and hated, based on social media and forum data, and suggests the best drinks for hotpot.
网易数读China's Soda 'Eight Heroes Battle for Supremacy': If You Can't Beat Them, Buy Them!
For many Chinese people, the happy fat house water in memory is not Coke or Sprite, but domestic soda, which is our exclusive childhood memory. In China, soda has a native place. Just as everyone has their own childhood, each city has its own domestic soda.
俺就是波叔The Untold Story of Chinese Milk Powder
In 1953, American media falsely reported that physicist Joan Hinton defected to China with nuclear secrets; in reality, she and her husband devoted 60 years to dairy farming in China. Their efforts were undermined by industry scandals, culminating in the 2008 melamine crisis, which led to a decade of industry consolidation and the rise of premium domestic brands like Feihe.
姚书恒7 Traits of Young-Appealing Brands: Zhong Xue Gao, Genki Forest, Hankow No.2 Factory
In recent years, many new consumer brands have rapidly risen to fame among young people, such as Perfect Diary, Huaxizi, HFP in beauty; Luckin Coffee, Saturdan Coffee, oneshot in coffee; and Genki Forest, Hankow No.2 Factory, Heytea, Nayuki in beverages; Zhong Xue Gao and Russian ice bars in ice cream. What can these viral new brands teach old brands seeking to rejuvenate? Why are they loved and shared by the youth? What lies behind their sudden rise?
米可怡Times Have Changed: Small Brands Innovate, Big Brands Imitate?
The rise of Jiang Xiaobai sparked a trend of small-bottle liquor among traditional liquor companies. After self-heating hot pot became popular, convenience food giants followed with 'everything can be self-heating'. A few years ago, craft beer emerged in China, and soon major industrial beer giants entered the market in various forms. There are many similar cases, even outside the FMCG industry. When Xiaomi started in the power strip industry, it nearly disrupted the market with superior design and cost-effectiveness, but the leading brand Bull quickly launched a product strikingly similar to Xiaomi's.
何年Tsingtao Brewery's Impressive 618 Performance Sets Benchmark for National Brands
During the 618 shopping festival, Tsingtao Brewery continued to lead the beer category on major e-commerce platforms, achieving top rankings on both JD.com and Tmall. Sales grew over 50% year-on-year, with standout products like the 1903 National Trend can and White Beer seeing significant growth, solidifying Tsingtao's position as a benchmark for national brands in e-commerce.
陈峰In-Depth Analysis | Frontline City Manager: Cultivating 'Lighthouse' Key Accounts to Win the Battle for Urban High Ground
As the pandemic subsides, foot traffic in hypermarkets is recovering, but sales haven't fully bounced back. However, a closer look reveals that big-store channel sales haven't declined; online-to-home plus offline sales have even grown slightly. This article argues that big stores remain the most important 'lighthouse' channel and marketing high ground in every city, and provides a comprehensive playbook for city managers to plan, execute, and drive growth in these stores, covering both traditional and new (O2O) scenarios.
许翔 Ryan XuMarketing Reflection: Spending Tens of Millions on Consulting Fees, Xiangpiaopiao Beat Its Rivals but Lost to the Times
Xiangpiaopiao, which paid tens of millions in consulting fees, defeated its competitors in the past but now faces growth difficulties. A brand that should have become the absolute king of milk tea should not have blindly followed the consultant's advice to 'occupy the leadership position in cup milk tea,' grabbing a crooked tree while missing the vast forest. This article uses Xiangpiaopiao's rise and subsequent difficulties as a case study to deeply reflect on two major flaws in marketing: 1. There is no eternal mindshare; consumer perceptions, values, and needs evolve with the times. 2. Instead of defeating competitors, it's better to manage demand; companies that focus on rivals may win battles but often lose to the times.
杨双喜How Has China's 100-Billion-Yuan Ready-to-Drink Tea Market Evolved?
On a weekday noon in May, Shi Wenzheng stood before the chilled shelves at FamilyMart, choosing a drink to pair with her lunchbox. She makes this decision at least three times a week, so familiar with the four shelves that she knows exactly what sits in each spot. She always hopes to spot something new to try, and that day, Nestlé's quietly launched tea drink called 'Cha Cui' quickly caught her eye. Among the four shelves, one entire shelf displayed tea drinks from various companies and brands, but Nestlé's 'Cha Cui' stood out with its bold text design emphasizing real juice, low sugar, tea, and cut fruit imagery, as if it couldn't wait to tell her something.
郭苏妍Entering the Instant Porridge Market: Where Is Shuanghui's 'Moat'?
Consumers' awareness of instant eight-treasure porridge is mainly concentrated on the two brands Wahaha and Yinlu, making it difficult for Shuanghui to compete with them. Shuanghui continues to make efforts in non-meat product areas. On June 14, a Beijing Business Today reporter found that Shuanghui launched an eight-treasure sausage instant porridge product on its Tmall flagship store. This is another layout by Shuanghui in the non-meat product field. Industry insiders believe that in 2019, the sales volume of Shuanghui's main meat products did not increase, and fresh meat sales even decreased. Shuanghui is actively seeking new growth points.
李振兴Will Luosifen Replace Instant Noodles?
The sudden outbreak of COVID-19 unexpectedly revitalized the once-marginalized instant noodle market, with sales surging and stocks of major players rising. However, the rise of luosifen, a regional snack turned instant food, has sparked debates on whether it could challenge instant noodles' dominance, highlighting the need for innovation and differentiation in the convenience food industry.
孙建、王力纬Nongfu Spring Launches New Product Again: What Sentiment and Ambition Does Zhong Shanshan's 'TOT' Hide After a Decade?
As the pandemic subsides and temperatures rise, the beverage industry enters its peak season. While competitors launch new products, Nongfu Spring waited until late May to release TOT, a sparkling tea drink in three flavors. However, this 'new' product is actually a revival of a failed 2010 product, raising questions about the company's strategy and ambitions.
陈峰Crazy Copycats of Viral Ice Creams Signal a Bigger Market Opening Up
Why do some viral ice creams make you remember the product, while others make you remember the brand? The commodity attributes of ice cream have changed, becoming an indulgent and social food that brings joy and happiness. Ice cream is shifting from private consumption to public consumption. Whenever a hit ice cream appears, no fewer than a hundred companies copy it. There's a saying that any idea of pinning consumer preference on a single product is extremely dangerous. Homogenized products and novelty flavors cannot sustain long-term market presence.
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