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 95 of 196
Reflections on Haidilao's New Yogurt Launch: How to Judge Whether a Product Has Explosive Potential
Recently, news of Haidilao launching a new yogurt product caught attention, with several comments expressing interest in becoming distributors. Before investing resources, it's essential to assess whether a product has the attributes of a bestseller. This article analyzes Haidilao's yogurt through the three elements of a hit product—selling well, selling fast, and selling at a premium—and discusses how to judge a product's potential and what constitutes a brand.
苏醒Empowering Enterprise Growth with Digital Wings: What Kind of B2B Platform Do Brand Owners Really Need?
The development of information technology has brought increasing challenges to the distribution channels of traditional FMCG products. On one hand, changes in information dissemination have diversified consumer access to information, leading to more personalized consumption demands. On the other hand, the emergence of e-commerce, B2B, O2O, and other new shopping methods has weakened the traditional channel-centric mindset, making it difficult to reach all consumers through centralized channels. How should FMCG companies respond to these market changes and leverage new channels like B2B to drive new business growth?
新经销刘少德2019 China Marketing Year in Review
2019 has passed, but its impact on marketing is profound. The core of market competition is clear: branded consumer goods have far more opportunities and better survival rates than unbranded ones. Established brands like Bosideng, Feihe, Luckin Coffee, and Miaokelanduo invested heavily in brand upgrades and activation, while new brands like Perfect Diary, Genki Forest, and HFP continued rapid growth.
星夕Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来Growth at the Start of 2020 Depends on 'Layout'!
Generally, companies set annual goals, break them down, and propose work priorities. However, in the context of product upgrades and model transformation, this is not enough. I propose four keywords for the year's layout: layout, tipping point, rhythm, and intermediate results.
刘春雄Sponsoring Jiangsu TV New Year's Eve Concert: Can Beer Giant Succeed in the Soda Water Market?
On November 22, Tsingtao Brewery's Prince Seaweed Soda Water officially launched its new packaging, adopting the internationally popular slim can design, which is more stylish than traditional short cans. It is also set to appear as the official designated water at Jiangsu TV's 2020 New Year's Eve concert. This article analyzes the product's definition, Tsingtao's motivations, and its market strategy.
澄韵Behind the Post-90s Consumption List: 10 Trends in New FMCG Consumption
Big brands dominate, private labels rise, and bold flavors are popular! From Bianlifeng's post-90s consumption list, we've identified 10 interesting new consumption trends.
龙猫君“Charge for 15 Minutes, Last All Day”: How Snow+ Pro Cracked This Tough Challenge
For users of smartphones and other electronic devices, the biggest fear is running out of battery. Snow+ Pro, a pod-based e-cigarette, addresses this by offering a 15-minute fast charge for a full day's use, a breakthrough in an industry where 40-minute charging was the norm. This innovation, along with supply chain upgrades and a new R&D center, positions Snow+ as a leader in the FMCG e-cigarette market.
赫婧The 2 Trillion Yuan Beverage Market: The Era Anxiety of Water Sellers
Wahaha plans to end its endorsement deal with Wang Leehom, with Zong Fuli explaining it's because he's aging. This reflects a broader anxiety in the beverage industry, where brands face challenges from market saturation, changing consumer preferences, and the rise of B2B platforms disrupting traditional distribution channels.
邓一喜Brand 2020: Anti-Fragmentation Communication!
In February, I wrote 'Stop Updating Weibo, WeChat, and Douyin,' suggesting brands focus on iconic communication and concentrate resources on major initiatives rather than fragmented daily posts. This article explores how to conduct anti-fragmentation brand communication in today's fragmented era, using centralized resources like Focus Media to build brand consensus.
杨不坏Coca-Cola Enters Plant-Based Beverage Market for the First Time, Kicking Off a Battle
Coca-Cola has officially entered China's plant-based beverage market, launching its AdeZ plant-based drinks, including oat-based beverages, through B2B channels and online sales. This move creates channel competition with Swedish oat milk brand Oatly, which entered China in 2018. Industry insiders believe that while China's plant-based beverage market has existed for some time, many brands face bottlenecks, and with the support of major companies like Coca-Cola, the market may see another surge.
李振兴Ambition of 20 Billion: Anmuxi Doesn't Believe in Brand-Effect Integration
In many marketing departments, brand-effect integration should be the most important KPI this year: how much money spent must bring how much revenue. Brand-effect integration has become the most headache-inducing problem for marketers in 2019. This is due to two reasons: first, the poor macroeconomic environment has led brands to tighten budgets; second, the stimulation from new scenarios such as live-streaming sales, private domain traffic, and influencer seeding has excited every marketer. At the end of last year, I wrote that 2019 is the first year of brand-effect integration, but my point was that 'effect' is not just immediate sales, but the consumer's action after seeing marketing content, a broader and long-term brand-effect integration. Now at the end of 2019, let's revisit brand-effect integration.
杨不坏The Decline of Brand Influence: What Else Can You Do Besides Influencer Marketing?
In recent years, many people feel that brand marketing has become increasingly difficult. If you ask them, "What are the main challenges?" a flood of complaints emerges: traditional marketing channels are less effective, finding viral moments is hard, consumer attention is scarce, conversion rates are tough to improve, and expensive endorsements are less impactful. As a result, many marketers have made selling hit products the core of their marketing, often relying on top influencers. However, this approach has pitfalls, and the real solution lies in understanding consumers, who are becoming less sensitive to brands in many categories.
呵先生How to Achieve Hardcore Growth in 2020? Kotler and Nine Marketing Gurus Offer Their Advice!
The 'Hardcore Growth: Reshaping the Profit Growth Engine - Kotler 2020 New Year Strategy Forum' hosted by Kotler Marketing Group (KMG) will be held on January 8, 2020, at The St. Regis Shenzhen. Milton Kotler, Global President of KMG, will share new insights on marketing and growth strategies, and has invited 10 industry authorities and trend experts to advise on corporate marketing strategy and hardcore growth for 2020. Registration is now open for the event.
科特勒学院Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来Inventory, Distribution, Observation, Assessment, Attack, Activation, and Protection: A Deep Dive into Key Issues in New Product Launches!
New product launches may appear to be strategic and tactical issues with ever-changing rules, but they deeply reflect a company's overall strategic thinking. For FMCG new product launches, speed is paramount, followed by systematic execution, regional and resource focus, and single-point breakthroughs. This article provides practical insights into the dynamic process control of new product launches—covering market inventory, distribution, observation, assessment, attack, activation, and protection—to offer guidance to FMCG companies.
王传才The 13-Character Formula for New Consumer Entrepreneurship: Easy to Enter, Hard to Graduate, Cultivate Carefully and Claim Kingship Slowly!
“All consumer goods are worth redoing” and “a large number of offline retail tracks are worth redoing” are phrases practitioners have repeated this year. On one hand, the emergence of new brands seems easier, but on the other hand, achieving scale and building moats is increasingly difficult. We thought it would be valuable to set aside the ups and downs and discuss the essence of “people, goods, and places.” Against this industry backdrop, we held the 2019 Matrix Partners China Innovation Sharing Session, second edition, titled “Forget New Retail, We Return to the Essence of ‘People, Goods, and Places.’”
肖敏For a Startup Brand to Succeed, 50% Depends on Market Opportunity, 30% on Product!
For a startup brand, three things matter most: market opportunity selection (Market), product (Product), and growth (Growth). I have always believed that for a startup brand to successfully complete the journey from 0 to 1, 50% depends on the choice of market opportunity, 30% on the product, and growth, whether marketing or sales, only accounts for 20%. If we set aside growth, the 80% that is market opportunity selection and product has a specific term called 'Product-Market Fit'.
求智集What's Driving Mars and Other Giants Crazy? Consumers Are Changing Too Fast!
A product's success largely depends on being delicious—this has never changed and cannot change. The rapid development of information and data has had a huge impact on the FMCG industry. Consumer needs are constantly evolving, and FMCG companies need to shorten R&D cycles to keep up with increasingly segmented and diverse demands. New product development must be based on deeper consumer insights, and traditional product research methods may no longer guide product development and promotion effectively. This article from Fooddive.com uses Conagra, Mars Wrigley, and Ferrara as examples to show how FMCG companies are changing their product research approaches in the data age.
New DistributionWhat Is Wahaha Up To: From Pop-Up Stores in 2017 to Tea Shops Now, Is It Sticking to Physical Stores?
Wahaha, after ending its 20-year endorsement deal with Wang Leehom, is now venturing into offline tea shops, aiming to boost sales to 70 billion yuan next year. The company is leveraging nostalgia with products like AD calcium milk tea, targeting young female consumers, and has launched a franchise program with three store formats.
New DistributionPractical Guide | Eight Pain Points Hindering Frontline Sales in Launching New Products, with a Checklist for Using Tools to Boost "New Product Promotion" Efficiency!
This article analyzes the challenges frontline salespeople face when launching new products, using real-world scenarios to highlight eight common pain points. It then provides a detailed guide on how digital tools can enhance new product promotion efficiency, including product knowledge training, real-time market data, consumer profiling, and sales competitions.
邢仁宝Vita Tea Surpasses Iced Black Tea, Pulpy Orange "Kills" Fresh Orange! What Are Master Kong and Uni-President Busy With?
Do you think Master Kong's market monitoring system would overlook Vita Tea? If not, why did Vita Tea easily surpass it? Uni-President's Fresh Orange being "killed" by Coca-Cola's Pulpy Orange is nothing new. Why do these market giants' flagship products so easily slide from protagonists to supporting roles? Consumers are the origin of all brand actions, and market research is the best way to gain consumer insights. Developing and improving strategies based on market research is a standard operating model for consulting firms and many mature companies, with many successful applications...
张德昭Nongfu Spring's New Sparkling Water Hits the Market: What Do Distributors Think?
Nongfu Spring has launched a new sparkling water in 410ml bottles, available in lemon and white peach flavors, marketed as natural mineral water with no sugar, no carbonation, and weak alkalinity, priced at 4 yuan per bottle. The product was piloted in early November and planned for national rollout by the end of November, but according to New Distribution, the launch has not gone as smoothly as planned: many regions still lack stock, and some distributors are reluctant to order. This article explores the reasons behind distributors' hesitation.
澄韵Food Company or FMCG Company: What Is Unilever's Endgame?
Unilever, known as a daily chemical giant, is also one of the world's largest food and beverage companies, leading in frozen food, condiments, ice cream, and tea. After 20 years of strategic adjustments, including both divestitures and acquisitions, Unilever aims to write a new brand story in the new era. As of the author's writing, Unilever's stock price reached $59.7, nearly 20% above the target acquisition price.
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