NEW DISTRIBUTION RESEARCH TOPIC
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Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 89 of 196
Coca-Cola Can't Resist Either: Is Social E-commerce Really That Attractive?
On May 20, Coca-Cola's Tmall flagship store launched a new plant-based beverage called 'Zunxuan 28 Sleep Wake Beauty', positioned as a 'sleep aid and beauty' drink. As the new product was officially launched on Tmall, Coca-Cola China also announced that it would be sold nationwide through social e-commerce channels. As a popular subcategory under the health trend, Coca-Cola China's entry into plant-based beverages is not surprising, but notably, this is Coca-Cola China's first foray into social e-commerce.
New DistributionPrivate Labels Are Coming on Strong: How Should Traditional Brands Respond?
In February 2019, Warren Buffett admitted his mistakes regarding Kraft Heinz, acknowledging he overpaid and misjudged the battle between retail and brands. This article explores the rise of private labels, their threat to traditional brands, and strategies for traditional brands to respond, including building brand moats, leveraging the internet, diversifying channels, and seeking win-win cooperation.
FBIFExclusive | 2019-2020 China FMCG Industry Omnichannel Report Overview
In the era of information explosion, consumers' shopping methods have undergone dramatic changes with the development of e-commerce and mobile internet, leading to transformations in China's FMCG distribution channels. To clarify these changes, the New Distribution research and consulting team conducted a systematic survey over several months, involving nearly a hundred domestic and foreign FMCG brands, dozens of leading B2B platforms, community group buying platforms, and software service providers, covering 112 cities, over a hundred distributors, 6,030 retail small stores, and 2,000+ community group buying platforms.
新经销咨询团队Passion Collides | Evergreen Group Leads Snacks into the Seafood Era
Recently, the product introduction of Evergreen Group, a seafood giant, has attracted high attention from FMCG peers. Over 500 distributors nationwide have eagerly inquired about details and predicted that Evergreen's seafood snacks are likely to become the biggest hit product of 2020. The rapid market recovery means distributors must be more cautious in product selection; only products that can enter the market faster, have stronger brand support, wider distribution channels, and healthier attributes can help distributors quickly capture market share. From the distributor's perspective, product selection must consider four dimensions: 1. Whether the category is in a high-growth blue ocean market; 2. Whether product quality and brand strength are robust; 3. Whether the product matrix meets the needs of consumers at all levels; 4. Whether the product has super sell-through potential.
New Distribution40 Years of Sugar-Free Beverages: A Carefully Orchestrated Conspiracy by Brands
Summer often arrives the moment you open the freezer. Gulping down a can of cola and then holding your head to feel the 'small but certain pain' of the chill is a joy unique to summer. Before the heat mode kicks in, merchants selling drinks and happiness have already engaged in fierce competition for the prime shelf space. In the past, carbonated sugary drinks, represented by Coca-Cola, could dominate with their stimulating sweetness. But as young people's tastes become pickier and more complex, the bottled beverage business has become challenging. Jianlibao...
爱喝快乐水的DT君Nongfu Spring is like Meituan
Nongfu Spring, formerly known as Xin'anjiang Yangshengtang Drinking Water (renamed Zhejiang Qiandao Lake Yangshengtang Drinking Water Co., Ltd. in 1997), was founded in 1996 with a registered capital of 20 million yuan. In 2001, it was restructured and renamed Nongfu Spring Co., Ltd. with a share capital of 147 million. Typically, restructuring into a joint-stock company is a preliminary step for an A-share listing, but it wasn't until 2003 that Nongfu Spring was designated as a 'prospective listed company' by the Zhejiang Securities Regulatory Bureau. It was not until May 2008 that Nongfu Spring signed an A-share listing tutoring agreement with CITIC Securities.
EastlandE-RTM in Practice: Is E-RTM a Channel or a Tool?
The article discusses the definition of E-RTM, arguing that it should be viewed as a tool for digitizing existing channels rather than a new channel, and explores its value in improving efficiency, visibility, and data-driven decision-making for FMCG brands and distributors.
孙大使Tenwow International's Fall: A Cautionary Tale for Tea Drink Brands
Tenwow International, a veteran tea drink brand once popularized by Fan Bingbing's endorsement, is about to be delisted from the Hong Kong Stock Exchange after seven years of listing. Industry analysts say its downfall signals the market's rejection of traditional beverage companies relying on a single product model. What lessons can this 'big defeat' teach the new wave of tea drink brands? How can the industry adapt to consumption upgrades and achieve a balance between supply and demand?
钱瑜 王晓Master Kong's 'Drink Boiled Water' Stirs the Market: Top Players Accelerate the Boiled Water Segment
In late spring and early summer of 2020, the domestic bottled water market was turbulent. Master Kong's entry into the boiled water market drew high attention from the industry, partly because as a giant in the bottled water market, its every move affects the market, and partly because the 'tepid' boiled water market finally welcomes a top player, promising a more exciting future.
New DistributionAttention: What Trends Do Those "Quirky" New Products of 2020 Reveal?
As 2020 is about to pass its halfway point, the COVID-19 pandemic has delayed new product launches, but companies have not stopped innovating. A variety of new products are appearing in the market, attracting consumers' attention. Behind these products lie evolving consumption trends and brand attitudes, as continuous innovation is the lifeblood of any enterprise. In this environment of diversified consumer segments, innovation increasingly tests a company's ability to capture market information, understand consumers, and build a product with solid strength.
澄韵A Well-Known Liquor Company Is on the Brink of Collapse: Is the 600 Billion Yuan Chinese Baijiu Market Still Okay?
The oligopolistic trend has accelerated during the pandemic, with dominant players Moutai and Wuliangye continuously expanding their market share through channel and brand penetration. After the pandemic, the baijiu industry saw a divergence: while the top two companies reported strong Q1 2020 results, 16 out of 19 listed liquor companies experienced negative growth, and a well-known distillery is reportedly on the verge of collapse.
黄晓军Exclusive | Red Bull® Anji Sales Exceed 1 Billion Yuan in Half a Year, Thai Tiansi Makes Another Big Move
Three products on shelves simultaneously—can you tell them apart? Recently, imported Red Bull appeared in Beijing supermarkets, drawing attention as another Red Bull product from Thai Tiansi Group enters the heart of Huabin Group's territory, following Red Bull® Anji. At the same time, the most anticipated sales data was revealed: according to Tiansi Group, in the first half of 2019, Red Bull® Anji sales exceeded 1 billion yuan! What does exceeding 1 billion in half a year mean? In 2016, Huabin Group launched "War Horse," which hit the market in 2017, and by 2018, annual sales were only 830 million yuan, taking three years to surpass 1 billion by the end of 2019.
澄韵Coke Not Tasty Anymore? Coca-Cola and Mengniu to Jointly Sell Milk?
According to the State Administration for Market Regulation, Coca-Cola and China Mengniu Dairy have received approval to establish a joint venture to produce and sell low-temperature milk products in China. The partnership leverages Mengniu's dairy expertise and Coca-Cola's global brand to tap into China's growing low-temperature milk market.
New DistributionThe Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon
In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation.
袁来City Managers in First-Tier Markets: Beyond Orders and Execution, Add Some Brand Thinking!
A city manager reflects on nearly two decades in sales and laments the increasing difficulty, but his former boss reminds him that the essence of FMCG remains unchanged: brand is the foundation, distribution is key, and victory is decided at the terminal. The article argues that frontline sales teams must embrace brand thinking, leveraging both headquarters and local brand resources to drive sustainable growth.
许翔 Ryan XuHow to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?
The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products.
袁来From National-Chic Packaging to 'Micro-Sparkling Water': Can Jianlibao Disrupt the 'Happy Water' Market?
Many consumers have a love-hate relationship with carbonated drinks, enjoying the taste but worrying about sugar and calories. In recent years, a subcategory of carbonated drinks—sparkling water—has attracted giants like Pepsi and Coca-Cola abroad, and multiple domestic brands have launched related products. These sparkling waters typically feature low-sugar/no-sugar and low-calorie health benefits. According to Kantar Worldpanel household data, while low-sugar carbonated drinks account for only 3% of total carbonated beverage sales, their sales growth rate is as high as 85.7%, far exceeding the overall category.
FBIFThe Saga of Domestic Beverage Empires
On September 13, 2013, at 6 a.m., Zong Qinghou was attacked by a middle-aged man with a fruit knife during his morning exercise. The incident was later downplayed as a robbery attempt, but it highlighted the challenges faced by private entrepreneurs in China. The article traces the histories of major Chinese beverage brands, including Wahaha, Nongfu Spring, and Red Bull, and their battles over trademarks, market share, and national identity.
金羽银杏Revisiting the Market: Don't Forget the Starting Point While Walking Too Far on the Sales Road
Sales contribution, profit contribution, market performance, sales network, promotion operations—these marketing terms are familiar to every distributor or brand practitioner, but in reality, most people's understanding is fragmented. They can talk like experts on any single topic, but in practice, they are disorganized and patchwork, mainly because they lack an overall macro understanding of the market and cannot effectively combine all elements. I remember my former leader often said: 'Use market means to do sales, and go back to the starting point to see problems.'
高级研究员 海游After 'Daily Nuts,' Can 'Plant-Based Meat' Become the Next Hit Category in Snacks?
Following the success of 'Daily Nuts,' which saw its market size exceed 10 billion yuan by 2019, the snack industry is looking for the next big thing. Plant-based meat snacks, introduced by Be & Cheery, are a candidate, but unlike 'Daily Nuts,' they face challenges such as being a substitute product, competition from real meat and bean products, and a lack of industry standards, making it unlikely to become a major profit driver for snack brands.
财经新媒体Will This Year's Beer Peak Season Still Be Booming?
As the beer peak season approaches, will beer companies see a significant boost in performance? Amid the pandemic, Beijing's famous food street Guijie has become unusually quiet, and beer sales have been impacted. However, companies are adapting through product innovation, channel changes, and marketing strategies, with the industry's overall direction remaining unchanged.
郑淯心Without Securing the High Ground of the 'Business District', a Brand Cannot Establish Itself in a City!
China's media landscape has become fragmented and pervasive, leaving consumers numb to traditional advertising. Brands and distributors must now engage consumers through experiential, in-store marketing in urban business districts, which have become hubs for consumer activity and brand building.
高级研究员 海游The Mystery of Nongfu Spring's Wealth Creation: 60 Cents Profit per 1 Yuan of Water Sold, 66-Year-Old Founder's Family Holds Over 93% Stake
After a decade of IPO rumors, Nongfu Spring finally filed its prospectus with the Hong Kong Stock Exchange on April 30, revealing its financials. The company's packaged water segment boasts a gross margin exceeding 60%, and founder Zhong Shanshan and his family hold over 93% of the shares.
财天作者Nestle, Danone, Coca-Cola, Pepsi, Yili, Master Kong and Other 37 Food and Beverage Companies' 2019 Results
This article compiles the 2019 annual results of 37 major food and beverage companies globally, including Nestle, Danone, PepsiCo, Coca-Cola, Yili, and Master Kong, covering their sales, profits, and segment performance.
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