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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 90 of 196
“Channel is King” No Longer Works—Where's the Problem?
For those with over a decade in marketing, the phrase “channel is king” likely comes to mind. A decade later, this channel-centric view no longer holds. Where's the problem? This article explores how to navigate channels in the new landscape.
时靖玮Self-Heating Noodles Take Off, Master Kong Suda Family Rises Strongly
The self-heating noodle market is booming, with Master Kong's Suda brand leading the charge. After a market downturn, the instant noodle industry is recovering, driven by health-conscious consumers and a shift towards premium products. Master Kong's Suda Noodle House self-heating noodles sold out within 60 minutes on Double 11, signaling a new era for the category.
New DistributionInternet: Brand Owners Must Be the Protagonists!
Without community groups, brand owners cannot universally connect with users. Just as e-commerce connects users through platforms, 2B connections also require an intermediary. During the COVID-19 pandemic in 2020, home delivery services, community groups, and live streaming became popular, with traditional businesses surprisingly taking the lead.
刘春雄The Elephant Dances | How Hengxingheng Sauerkraut Fish Became a Super Hit Product?
The pandemic that began in early 2020 has shifted from phased prevention to normalized prevention, severely impacting many small and medium-sized businesses and profoundly changing daily habits. Reports show that the post-90s generation dominates dining consumption, and there is a growing trend toward semi-finished dishes and lazy fast food. Hengxing Group's Hengxingheng Sauerkraut Fish, a ready-to-cook product, has become a super hit, selling 100,000 portions daily and expected to exceed 15,000 tons in production and sales this year, offering dealers a profitable opportunity with low initial investment and strong channel expansion.
New DistributionCoca-Cola Announces Reduction in Global Marketing Investment and Strategic Deployment Across 4 Areas
As the COVID-19 pandemic continues to spread globally, economies worldwide are suffering varying degrees of impact, especially for large multinational corporations. On April 21, Coca-Cola reported a 25% decline in global sales since the second quarter, with nearly all declines attributed to away-from-home consumption. In response, the company announced it would reduce marketing costs globally.
MorketingCity Manager in a First-Tier City: Beyond Execution, Think Deeper and More Thoroughly About Promotions!
It's raining today, and foot traffic in the store is sparse. In the quiet personal care section, there are more promoters than shoppers. Old Wang, with a worried look, has already paced back and forth several times from the main shelf to the floor display in the main aisle... "Manager Wang, I don't know why, but this promotion mechanism used to sell over 200 bottles a day, and now it's less than half. Is it getting tired?" asked A Ling, a star promoter who has worked at this supermarket for seven years. "A Ling, your observation is correct! The business environment has changed, and customers' shopping habits are also changing. If our promotion mechanisms and strategies don't change, we're dead."
许翔 Ryan XuBreaking News | 8 PM Tonight: Hao+1 Super New Product Launch Held Online Across the Network, See You There
Distributors and industry professionals nationwide: at 8 PM tonight, let's focus on Jinan, Shandong, to witness a new product launch that is set to ignite the market—the Hao+1 Super New Product Launch. With endorsements from industry leaders and media experts, the Hao+1 series beverages are poised to become the next hit products.
New Distribution2020 Food & Beverage Industry Brand Rankings: Master Kong, Mengniu, Nestlé Top Their Categories for Ten Consecutive Years!
Recently, Chnbrand, an authoritative Chinese brand rating agency, released its 2020 China Brand Power Index (C-BPI) rankings and analysis report. Among the 220 category leaders covered, Chinese brands accounted for 74.5%, up 4.2% from last year. In the FMCG sector, Chinese brands also saw a slight increase, reaching 62.4% of category leaders. The stability of the 2020 C-BPI list shows that some brands, through sustained brand-building efforts, have long held leadership positions, such as Snow Beer, which has been the category champion for over five consecutive years.
New DistributionUnderstanding the Underlying Logic Behind Genki Forest's Rapid Rise
From a practical standpoint, Genki Forest, a startup focused on sugar-free beverages, achieved a high valuation in a niche market within just three years of its founding, making its brand marketing model worthy of study. One of the four key insights from Genki Forest is avoiding the 'minefield' of product innovation: for growing companies, using category innovation to solve marketing dilemmas requires caution; finding a small niche in a large market for product innovation is more effective. In today's market environment, a well-suited and rich product matrix is more growth-oriented than a single product.
卓朴品牌营销Frontline | A Comprehensive Overview of Tactical Strategies for FMCG Regional Markets
This article is a companion piece to the previous one, focusing on practical tactics rather than strategy. It addresses common questions from distributors and brand managers about how to grow their market share, offering a systematic breakdown of tactical approaches based on different competitive scenarios.
高级研究员 海游Discounts and Price Cuts No Longer Work: How Can Food Promotions Win Hearts?
The pandemic has shifted daily life online, making e-commerce and digital strategies crucial for food brands. However, online promotions require more than just price cuts; they must engage consumers' hearts and minds. This article analyzes innovative online promotion tactics, using Telunsu's QR code campaign as a case study, and discusses how to win and retain customers through personalization, emotional connection, and private traffic.
FBIFReady-to-Drink Tea 2.0 Era: Can Products at the 5-Yuan Price Point Break Through?
As consumption upgrades, beverages at the 5-yuan price point are gradually standing out, aiming to dominate shelves. In the ready-to-drink tea market, although 3-yuan products still dominate, since 2013, more new drinks have emerged with rising prices. This year, the return of giants like Coca-Cola and Nestlé has stirred the market. The arrival of the 2.0 era brings both opportunities and challenges, with innovation and channel strategies being key.
澄韵Innovation on the Tip of the Tongue: Yinlu Breaks Boundaries as It Turns 35
On April 10, a casual "zhenxiang" (delicious) Weibo post by Ju Jingyi brought Yinlu into the trending topics. Besides generating a staggering 150 million reads, her fans flooded the brand's Tmall store. The combination of a national brand and a fresh celebrity made countless young people lose their resistance. To win over the youth, mature brands with history need more than surface-level changes.
New DistributionWumart, Biyoute, Sinopec Easy Joy, Dennis and Other Retail Giants' Leaders Endorse: What Kind of Super Hit Product Has Been Born?
Recently, many distributors and industry insiders have focused their attention on Jinan, Shandong, where a new product launch event that is enough to ignite the market is about to be held—the Hao+1 Super New Product Launch. The 2020 Hao+1 Super New Product Launch, themed 'Super Product, Super Traffic, Super Communication, Super Sell-through,' will be held online at 20:00 on April 25. Hao+1 has carefully crafted...
New DistributionWahaha Brand Social E-commerce 'Hadodo' Accused of False Advertising and Suspected Pyramid Scheme; Company Responds: 'Dealer Behavior Unrelated to Us'
Wahaha's e-commerce arm has been led astray by its dealers. After publicly criticizing Jack Ma's e-commerce model, Wahaha has nonetheless ventured deep into e-commerce. Its partner, Hadodo, which markets itself as 'Wahaha Brand Social E-commerce,' is now accused of false advertising and suspected pyramid scheme activities. Wahaha claims Hadodo is merely a national distributor with no equity or management ties, while Hadodo denies all allegations, attributing any improper conduct to individual dealers.
左尔City Manager: Selling Best-Sellers Is for Survival, Selling New Products Is for the Future—Both Must Be Strong!
After the morning meeting, Lao Wang instructed the team to stay at the office and watch the headquarters' live new product launch online. The team, however, showed little enthusiasm, with comments like 'ugly packaging' and 'too expensive.' Lao Wang decided to correct their attitude, emphasizing that in today's market, selling best-sellers is for survival, while selling new products is for the future. Under the new omni-channel distribution landscape, frontline teams must upgrade their product strategy.
许翔 Ryan XuDanone Overhauls Mizone Beverage Line: Can Mizone 'Pulse' Back to Form?
Mizone has been 'out of state' for years; now it aims to 'pulse back'. On April 15, Danone announced a major overhaul of its vitamin beverage Mizone, upgrading brand positioning, formula, taste, packaging, and marketing. This is seen as Danone's first systematic adjustment to Mizone. Despite being a blockbuster product with annual sales in the billions, Mizone's market size has shrunk from nearly 10 billion yuan in 2015, suggesting it has been 'out of state'.
李振兴Coca-Cola, Starbucks, Yili, Nongfu Spring All In... Why Sparkling Beverages Are the New Trend Accelerating Industry Giants' Expansion?
From Perrier and Schweppes to colas, the stimulating, refreshing, and addictive appeal of bubbles has made sparkling beverages a global phenomenon. Amid health trends, sugary carbonated drinks saw sluggish growth, but in recent years, giants like cola brands have sought category extensions and crossovers toward health. This has made low-sugar, low-calorie sparkling beverages an irreversible new trend. New trends bring new competition; in the new marketing environment, how can new sparkling beverage products identify innovation directions?
卓朴品牌营销集团Community! The Battlefield for New Marketing and New Retail
Modern commerce operates across three spatial dimensions: geographic, community, and cyberspace. The smallest business units in each are community, social group, and cloud store, respectively. The article argues that the path from community to social group to cloud store forms an integrated system, and that community marketing, centered on community and social group, is the key to brand digitization and the battleground for new marketing and new retail.
方刚Mizone 'Plots Big Move' to Seize Pre-Season Growth, Launches Largest Brand Upgrade in Recent Years
Mizone, which accounts for one-third of Danone's sales revenue in China, is making a big move. Today, Mizone announced the official launch of its largest brand upgrade in recent years. The new Mizone will not only adopt a new brand slogan, 'Mizone by Me,' but also upgrade its product formula, innovate flavors, and debut a new packaging design. Given the impact of the pandemic on the beverage industry in the first quarter, this timing is crucial for the upcoming peak season. By announcing the brand upgrade now, Mizone aims to secure an early advantage in this year's beverage sales season.
New DistributionIpsos Inventory: 81% of Popular Ad Slogans in China in 2019 Came from Elevator Media
According to the "2019 China Popular Advertising Slogans Audience Research Report" released by Ipsos, slogans that are catchy, resonate with life participation, and are brainwashing are more likely to occupy consumers' minds. From the analysis of consumers' memory channels for various types of popular slogans, attractive ad copy that frequently contacts audiences through mainstream media such as elevators, the internet, and television is more easily remembered. This survey mainly targeted people with monthly income above 4,000 yuan in Beijing, Shanghai, Guangzhou, and Shenzhen, and above 3,000 yuan in other regions except Xinjiang and Tibet, aged 18-60, with a total sample of 2,000 people.
BrandyBilibili Embarks on a New Decade: Food and Beverage Companies, Are You Ready for Bilibili?
As Bilibili's traffic grows and lifestyle vloggers gain millions of followers, the platform has become a new frontier for FMCG brands. This article explores how food and beverage companies can effectively market on Bilibili, highlighting successful case studies and unique content strategies.
老新人了麻麻阳After Over a Decade in FMCG Sales, It's Time to Shift from Channels to Scenarios!
When it comes to channels, many practitioners first think of traditional ones like hypermarkets, community supermarkets, and grocery stores, which have dominated the market for years. Recently, online channels such as community group buying, O2O delivery platforms, e-commerce, and livestream selling have emerged, but their sales share is limited, and frontline salespeople often find them hard to reach or influence. However, this doesn't mean frontline business is confined to traditional channels; instead, we should adopt a scenario-based mindset to discover new opportunities. By understanding that behind every channel lies a consumption scenario, salespeople can identify new scenarios, match them with appropriate products, and create incremental growth.
潘利华Reflections and Summary of an FMCG Regional Manager
This article shares the author's reflections and summary of daily work as a regional manager, aiming to improve management skills and help new regional managers. It discusses channel customer management, positioning of different channels, and building relationships with key accounts, emphasizing the importance of school, internet cafe, and tourism-related channels.
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