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 91 of 196
The Story of Lao Gan Ma's Rise to Fame: The Logic Behind a National Brand Becoming a Trendy Label
Lao Gan Ma has become a cultural phenomenon, but 2019 was a challenging year for the company. As the leading brand in the table condiment market, which is worth 40 billion yuan, Lao Gan Ma faced internal and external pressures. Despite these challenges, the company's revenue exceeded 5 billion yuan in 2019, a 14.43% increase year-over-year, thanks to its unwavering commitment to product quality and strategic marketing campaigns.
施杨“No-Additive” Jane Yogurt Faces Questions: How Does It Justify Itself?
Jane Yogurt, a popular high-end yogurt brand known for its 'no-additive' concept and annual sales of 600 million yuan, has been questioned by Zhihu users about its ingredients and the 'Nothing Else' slogan being a registered trademark. The brand has denied the allegations and threatened legal action. Industry experts say 'no-additive' is just a marketing gimmick, and the brand's growth may slow due to increased competition and the impact of the pandemic on consumption.
New DistributionConsumer Brand Entrepreneurship Is Not a 100-Meter Sprint, but a Marathon!
This article shares views on brand, product, advertising, learning, channels, and marketing. In the past two years, the consumer goods entrepreneurship boom has continued, with more and more brands emerging. If you are a long-termist, you must consider not only how to run fast but also how to run far. Consumer brand entrepreneurship is not a 100-meter sprint but a marathon.
Keny伟Imported Red Bull Appears in Beijing, Thailand's T.C. Pharma 'Plan B' Takes Shape
Imported Red Bull has landed in Beijing, but its future is uncertain. On April 8, Beijing Business Today reporters found that Thailand's T.C. Pharma's imported Red Bull Vitamin Flavored Beverage (hereafter 'Thailand Imported Red Bull') appeared in Beijing supermarkets. Previously, due to the unresolved dispute between T.C. Pharma and Hua Bin Group over Red Bull Vitamin, and the poor consumer acceptance of Red Bull Anji due to taste issues, T.C. Pharma established a branch in Beijing to operate imported products, which the industry calls 'Plan B'. The appearance of Thailand Imported Red Bull in Beijing marks the concrete implementation of this plan.
李振兴Innovative Consumer Brands Keep Rising—Can Big Brands Afford to Sit Still?
The impact of e-commerce and mobile internet on the consumer goods market is not merely about new sales channels or media; it represents a paradigm shift that reconstructs past models and competitive barriers. This article explores the concept of 'infinite shelves' and how it drives demand toward the long tail, challenging big brands while offering opportunities for agile, niche-focused companies.
赵波Vita Lemon Tea Poised to Become Next 5 Billion Yuan Product, But Faces Siege from Giants like Master Kong and Coca-Cola!
In recent years, the bottled tea market has seen a flurry of new products. Lemon tea, as a basic flavor in the tea beverage category, has evolved from being dominated solely by Vita Lemon Tea to attracting major players like Master Kong, Dongpeng, Coca-Cola, and COFCO, who have successively entered the market with their own offerings. As a niche segment, what does the future hold for the lemon tea market, and which brands might impact Vita Lemon Tea?
阿图Why Luckin Coffee Needed to Fake Its Numbers
In business history, many have challenged common sense and called themselves disruptors, only to end up bruised. This time, it's Luckin's turn. After the fraud was exposed, its stock plummeted 80%, dragging down神州租车. It's a lamentable result, but notably, consumers didn't lose—they even gained, with many showing off their coffee vouchers.
房煜The Future of Nongfu Spring Is Definitely a Tech Retail Company
As the overall economic growth enters a stage of stock, through technological upgrading, internationalization, and retail terminal layout, a new growth curve is opened. With the help of capital, the new story of long-termism is just beginning. After the news of Nongfu Spring's listing was made public, almost everyone turned their attention to this well-known domestic beverage company, eager to get a first glimpse of its true face. Of course, before this, there had been multiple reports that had obtained some real data about Nongfu Spring through indirect means.
曹玥Luckin Coffee's Disruption Faces Major Setback, China's Coffee Industry Outlook Remains Uncertain
Luckin Coffee's dream of overnight success shattered amid investor anger. The company, designed by capital, told compelling stories but ultimately faced a harsh reality, leaving the future of China's coffee market uncertain.
澄韵Defeating Quaker, Calbee and Other Cereal Veterans to Top Tmall's Cereal Category: The Story of the 'Fastest' Food Startup!
A food startup launched its Taobao store in May 2018, with sales exceeding 2 million yuan in the first month; less than a year later, in May 2019, it became the top seller in Tmall's cereal category, and by September, it ranked first in the entire Taobao/Tmall instant food category. In 2019, it participated in 11.11, defeating Quaker, Calbee and other cereal veterans to win first place in Tmall's oatmeal category, with annual sales growth of over 20 times; subsequently, it was named Tmall's 2020 Benchmark Brand and the No.1 new grain meal replacement brand most loved by consumers. This company is the internet-famous 'explosive' brand 'Wangbaobao' cereal.
袁来Next Stop for Deep Distribution: Community-Based 2C Marketing
This article discusses the shift from traditional deep distribution to community-based 2C marketing, emphasizing the importance of leveraging three spaces (online, offline, and social) and three types of traffic (commercial, public, and private) to build cognition, transactions, and relationships with consumers. It highlights the role of small store owners as community group leaders and provides strategies for brands to effectively sell in social spaces.
赵波Genki Forest, Nongfu Spring, Oreo, Wangbaobao and Other Established and Emerging Brands Make the Tmall Top 100 'Good Products' List
In the context of consumption upgrading, the food industry, driven by consumer demand, must keep up with trends while strengthening quality management to win in the market, and the rational use of the internet and digital marketing can further enhance brands. The 'Tmall V List' is a category-specific recommendation list based on consumption data from Alibaba's platform users, combined with consumer selection results. It releases 10 to 20 star products monthly and serves as Tmall's official 'good products' list, a 'quality life shopping guide' that 'makes choices simpler'.
Iris JiaoLai Yifen Large-Scale Layoffs: Eliminating 83% of Bottom Performers, All-Staff Sales
Amid the pandemic, snack retailer Lai Yifen faces accusations of large-scale layoffs and salary freezes, with an internal PPT revealing plans to optimize 83% of C and D rated employees and implement all-staff sales. The company denies layoffs, attributing changes to performance-based talent elimination, while employees report otherwise.
HRGOIf a New Product Can't Even Become an "Internet Celebrity," Can It Still Have a Future?
In recent years, Tmall e-commerce has created a batch of internet-famous products, with innovative brands like Zihaiguo, Single Grain, Satuday, AKOKO, and Wangbaobao receiving enthusiastic consumer追捧 upon launch, earning the nickname "internet celebrity brands." However, many believe these products are merely fleeting. Shi Fupeng, general manager of Zihaiguo and a veteran in the FMCG industry, disagrees, arguing that in today's market, becoming an internet celebrity is a必经之路 for all brands. He shares insights on how to create successful internet-famous products and build lasting brands.
李青林Beer Industry Competes for Premium Dividends, Domestic Giants Erode Budweiser APAC's Market
2020 was supposed to be a 'big year' for the beer industry with the Champions League, European Championship, Olympics, etc., but the global pandemic has brought uncertainty. As nightlife consumption resumes in some cities, the industry faces a challenging recovery, with major players like China Resources Beer and Budweiser APAC reporting significant revenue declines in early 2020, yet the trend towards premiumization remains unchanged.
党鹏Dali Financial Report | 2019 Revenue 21.38 Billion Yuan, Slight Decline in Snacks and Beverages, Family Consumption Begins to Take Shape
This morning (March 30), Dali Group released its 2019 performance report. The report shows that in 2019, Dali Group achieved revenue of 21.38 billion yuan, an increase of 2.5% compared to 2018 (20.86 billion yuan). Net profit was 3.84 billion yuan, with steady growth. The overall gross margin was 39.7%, up 1.1 percentage points year-on-year. In the report, Dali Group pointed out that 2019 was a key year for the implementation of its industrial transformation and upgrading strategy. After two years of development and layout, it has now formed a three-industry structure: family consumption, leisure food, and ready-to-drink beverages.
New DistributionHow Can a Cross-Regional, Multi-Category, Multi-Brand Distributor Set Up a Branch Company Within 2 Weeks?
As e-commerce impacts first-, second-, and third-tier cities, distributors in these areas face increasing difficulties, while fourth- and fifth-tier cities and county-level markets are less affected, prompting more distributors to focus on county markets. To successfully expand into county markets, this article, based on the practical experience of Mr. Li Feng, Executive President of Anshan Hongye Hengda Trading, discusses the necessity of setting up a branch company and provides a step-by-step guide to establishing one within two weeks, including sales strategies for the startup phase.
李锋Coca-Cola and Pepsi: From Cola Wars to Coffee Wars?
Coca-Cola is set to launch its first ready-to-drink (RTD) coffee in China under the COSTA brand, following its $5.1 billion acquisition. The new product, available from late March, marks COSTA's entry into the Chinese RTD coffee market, which has seen significant growth and increased competition from major players like Mengniu, Yili, and Nongfu Spring.
FBIFWhere Is China's Beer Upgrade Headed?
In 1900, Russians built the first brewery in Harbin, and three years later, Germans and Britons established a brewery in Qingdao, giving rise to Harbin Beer and Tsingtao Beer. After decades of expansion and saturation, China's beer market shifted from volume growth to quality upgrades, with white beer emerging as a key category for major brewers like Tsingtao, which leverages线上线下 integration to educate consumers and drive innovation.
New DistributionLeading Condiment Company Haitian's Financial Report | Revenue of 19.797 Billion Yuan, Net Increase of 999 Distributors
On March 25, Haitian Flavoring & Food Co., Ltd., a leading Chinese condiment company, released its 2019 performance report. In 2019, Haitian's revenue reached 19.797 billion yuan, a year-on-year increase of 16.22% from 17.034 billion yuan in the previous year. Net profit reached 5.35 billion yuan, up 22.64% from 2018. However, gross margin declined by 0.83 percentage points year-on-year to 47.23%. Haitian stated in the annual report that the decline was mainly due to rising procurement costs and an increased proportion of oyster sauce sales.
New DistributionHow to Turn Around a Market That Has Been 'Ruined'?
In the FMCG industry, marketing teams and distributors often face the challenge of taking over a 'ruined market'—one that has deteriorated from a previously good state, making it harder than a new market due to poor terminal relationships, unresolved issues, and lack of breakthroughs. To break the deadlock, this article proposes a systematic approach: first, set clear goals through 'four determinations' (market, policy, target, incentive), then take proactive actions through 'four do's' (stocking, display, notification, reward), ultimately revitalizing the market.
海游Two Cola Giants: Coca-Cola Focuses on Beverages, Pepsi Diversifies
Coca-Cola and Pepsi have long competed in the global cola market, where they dominate with few other recognized brands. Pepsi recently acquired Rockstar Energy for $3.85 billion, continuing its diversification strategy, while Coca-Cola remains focused on beverages, expanding into categories like coffee and energy drinks.
年双渡Aggressively Expanding into Coffee and Yogurt, Can Nongfu Spring Master All Categories?
Over the past year, Nongfu Spring, the water giant, has aggressively expanded into new categories. After launching a fresh-ground coffee machine with Wumart during the Spring Festival, it introduced its ready-to-drink carbonated coffee "Tanbing" in May, followed by three new Tanbing ready-to-drink coffees in October. Its latest move is a drip coffee launched during the Women's Day promotion, continuing the Tanbing series. The company also entered the plant-based yogurt market last year. While these moves reflect its R&D capabilities and all-category strategy, the risks of such expansion remain to be seen.
小军Why Do Trading Companies Exist and Where Are They Headed?
This New Year has brought many challenges: the outbreak of the epidemic, mass quarantine, store closures, the surge of home delivery and group buying, some categories experiencing stockouts, and others oversupply. Amidst these pressures, sensational claims like 'New retail is here, the value of distributors has disappeared' have emerged. Distributors are left wondering why they still exist and where they are headed. There are many perspectives to answer these questions, but flashy new terms only cause anxiety. Sometimes, thinking through fundamental logic simplifies things. Below, we share a more basic line of reasoning.
刘华明