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 96 of 196
Soft Drinks: Small Bottles, Big Industry
The future of the soft drink industry will no longer feature 'one hit product per category,' but rather 'a hundred flowers blooming across different categories,' with shorter overall lifecycles and increasingly sustained hit products.
张文录Wahaha and Wang Leehom's Split: No Mistake!
Recently, Wahaha made headlines again after Zong Fuli's remarks about ending the 20-year endorsement deal with Wang Leehom. She stated that Wang was replaced due to his age and consumer aesthetic fatigue. The public criticized her comments, but from a business perspective, the decision aligns with market trends and brand strategy.
李青林What Marketers Should Do in 2020!!!
As 2019 draws to a close and 2020 approaches, food marketers face a challenging landscape marked by rapid internet growth, declining foot traffic in physical stores, and high costs. To succeed, they must maintain confidence, embrace platforms, ensure product freshness, innovate, execute marketing fundamentals, leverage internet communication, develop new channels, participate in trade shows, and manage finances meticulously.
童苗强Uni-President and Wondersun Dairy 'Break Up', Selling 9% Stake for RMB 334 Million, Returning to Calm and Focusing on Core Business
According to an announcement by Uni-President Enterprises on December 13, it plans to sell all of its 9% stake in Heilongjiang Wondersun Dairy Co., Ltd., held by its three subsidiaries (Kunshan, Chengdu, and Wuhan), for a total of RMB 334 million. The sale includes transfers to Beidahuang Investment Holdings and China Agricultural Reclamation Industry Development Fund.
New Distribution2017⇆2019, China's Business Has Changed
The sudden viral trend of '2017⇆2019' evokes nostalgia for time passed, reminding us that many things, including business, have truly changed. From the final frenzy of 2017 to the return to common sense in 2019, the article reflects on shifts from speculation to long-termism, from focusing on first-tier markets to sinking markets, and from single-point breakthroughs to total war, among other transformations.
沈帅波The Traditional Marketing Triangle Is Obsolete; the New Three Forces Are the Future of FMCG!
In recent years, a large number of excellent innovative brands have emerged in the consumer goods industry, such as Panda Brewing, Master Gao, Genki Forest, Zihaiguo, Hi Jiajia, Single Grain, Zhong Xuegao, and Egg Full. Unlike traditional brands, these innovative brands did not follow the traditional marketing model of advertising on TV and recruiting distributors offline; instead, they used entirely new marketing models to reach the market and quickly gained consumer awareness and recognition. This was rare in the past. Analyzing the reasons, the competitive barriers of traditional enterprises came from the construction of the three marketing forces (product force, brand force, and channel force), through which enterprises built an efficient, low-cost marketing system via mass production, mass communication, and mass distribution.
赵波Ten Strategies for Baijiu Sell-Through
The baijiu industry's rapid growth has stalled, with Moutai as the sole standout. Intensifying competition among top players is inevitable as the market shrinks. The industry is polarizing, with strong players getting stronger and fragmentation coexisting. If you're not even a fragmented player, it's time to exit. This article outlines ten practical strategies for improving sell-through, from brand-driven approaches to tech-enabled sales.
唐江华Adidas's 3 Billion Yuan Lesson: Uncovering the Digital Marketing Fog of 'Over-Investment'
A recent viral article in advertising circles, 'Adidas: We Over-Invested in Digital Marketing,' reveals that due to excessive spending on performance-based ads, Adidas loses at least 3 billion RMB annually, with even greater costs from neglecting brand building. This piece serves as a milestone warning for brands increasingly prioritizing visible digital marketing over long-term brand equity.
陆离Learning Marketing from Big Brands May Waste Your Money
For most companies, imitating big brands' marketing is seen as the best path to success. However, without understanding the essence and key factors before imitation, you may pay a heavy price. This article explores the pitfalls of blindly copying big brands and offers methods for effective imitation.
HuoTalkLi Jiaqi and Viya's Livestreams Are a Hit: Should Brands Follow Suit?
As influencer livestream e-commerce surges, brands face the dilemma of whether to participate. This article explores how to view this trend correctly and offers eight key principles for small and medium-sized FMCG companies to avoid pitfalls when partnering with influencers.
刘少德 刘华Coca-Cola's 179 Years in China: Who Controls the Beverage Market?
In 1768, British chemist Priestley accidentally dissolved carbon dioxide into water, an accident that, over two centuries later, sparked a colorful beverage wave on the other side of the world. -01- The Devil's Water of Foreigners Four years later, the father of carbonated water again invented equipment to produce carbonated saturated water, opening the door to the soda world. In the mid-19th century, the West widely accepted this soda and passed on the joy of this 'happy water' to the world. In 1840, the Opium War opened the closed doors of the Qing Dynasty, and this Western 'devil's water' entered China under the leadership of the Dutch, known as 'Holland water.'
艾永亮Practical Tips | Six Elements of New Product Distribution: Time, Place, People; Cause, Process, Result
This article uses the six elements of narrative writing to explain how to successfully distribute new products. It covers timing, target market, team execution, reasons, process, and results, providing practical advice for FMCG distributors.
海游Monetizing Traffic? Sorry, You Are the One Being Monetized
The article argues that the current obsession with 'traffic' in business is misguided, as traffic itself is not a reliable path to profit. It warns that companies focusing solely on traffic acquisition often become the product being monetized by platforms, and advocates for a return to value creation and long-term professional marketing strategies.
苗庆显Bestore Founder Yang Hongchun: Why We Must Do Premium Snacks
In recent years, snack brand Bestore has made many moves. At the Shanghai CIIE, it signed a 300 million RMB deal with Pakistan's largest pine nut supplier HALO FOODS, and also reached a strategic cooperation with a Turkish company. Founder Yang Hongchun explains the premium snack strategy, which focuses on high-quality products and has driven 15% growth across all channels.
雷建平Snow Beer's Hou Xiaohai 'Without Reservation': What Exactly Is the New Era Strategy for the Snow Brand?
Should beer learn from baijiu in branding? Hou Xiaohai reveals Snow's 'decisive' strategy. Since 2017, Snow Beer has embarked on a new round of strategic layout, focusing on brands rather than capacity. From 'Facial Makeup' and 'Ingenuity' to 'Black Lion White' and 'Mars Green', these new brands, along with Heineken acquired by Snow, form a brand 'dream team'. Against the backdrop of a warming and upgrading Chinese beer market, this brand strategy will impact the industry's 'decisive' landscape...
云酒Nongfu Spring, Mengniu, and Yili All Entered the Coffee Market—Is the Spring for Ready-to-Drink Coffee Coming?
In October 2019, Nongfu Spring launched three new ready-to-drink coffee products under its Carbon Bing line: black coffee, low-sugar latte, and sugar-free latte. In September 2019, Mengniu's fresh milk brand 'Daily Fresh' introduced a cold-brew coffee latte, and in July 2019, Yili announced its new Saint Ruis instant coffee. These moves signal that major food giants are eyeing the ready-to-drink coffee market, which is growing at 16% annually and expected to reach 14.9 billion yuan by 2021.
晓鱼Mastering the 'Moments' (WeChat Moments) Will Be a Basic Skill for Marketing Professionals!
An increasing number of brand owners, distributors, and retailers are recognizing the marketing potential of social media 'Moments' (e.g., WeChat Moments). Many forward-thinking individuals have begun to proactively conduct marketing promotions through Moments, and some companies are starting to plan and organize marketing innovations based on Moments. The rapid development of mobile internet has shifted how the Chinese public obtains information from large screens (TV, radio, newspapers) to small screens (mobile devices), fundamentally changing the dynamics of marketing communication.
鲍跃忠Too Old! Dropping Wang Leehom, Will Wahaha Improve Under Zong Fuli?
The future leadership of Wahaha remains undecided. Recently, Zong Fuli, the heir apparent, made headlines after stating in an interview that she disliked Wang Leehom, the brand's spokesperson for 20 years, and the packaging. She had already ended the partnership in 2018 upon becoming head of brand PR, citing his age and consumer fatigue. This contrasts with her father Zong Qinghou's traditional views, raising questions about Wahaha's future direction.
沈 林Insights | The Standard for Top Sales Talent Is Not Idealized, but Based on Internal Excellence Benchmarks!
A former leader proudly shared how he became marketing director by highlighting that he had developed five sales managers from his team, two of whom were named annual outstanding sales managers. This illustrates that the real competition among enterprises is for talent, and a manager's qualification is measured by the number of capable leaders they cultivate. The article discusses how regional managers often struggle to find ideal sales talent due to flawed hiring criteria, and proposes five hidden criteria for selecting top performers, along with practical recruitment and attraction strategies.
海游30-Year-Old Want Want Refuses to Grow Old!
Want Want Group, known for its iconic Want Want milk and snacks, faced declining revenue and profit from 2014 to 2016. In response, the company launched a new health-focused brand, Fix XBody, in September 2019, aiming to reinvent itself and connect with a new generation of consumers.
FBIFIs Oishi Losing Its Momentum?
Oishi, a childhood memory for a generation, is preparing to list on the Main Board of the Hong Kong Stock Exchange. Founded in the Philippines in 1966 and entering the Chinese market in 1993, the company had rumors of an IPO as early as 2008, but it wasn't until this year that it took action. However, the 'over half a century old' Oishi seems to be losing steam. During the reporting period, revenue growth stagnated and net profit showed a downward trend. Especially in the Chinese market, which accounts for two-thirds of its revenue, sales volume declined, performance dropped, and overcapacity became severe... The external environment is changing rapidly, and market competition is intensifying.
沈庹Redefining the "Distributor": The Brand's Marketing Frontline, the Terminal's Business Advisor, and the Consumer's Category Expert
Amid China's economic slowdown, fragmented consumer demand, the impact of online e-commerce, and intense market competition, the traditional channel model in the FMCG industry is under pressure, with sales generally hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from the Business School of East China University of Science and Technology, launches the "Gao Song: Channel Empowerment" column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. Facing the drastic impacts of online sales, channel digitalization, and socialized warehousing and distribution, the traditional business model of distributors is unsustainable. What is the future direction of transformation, and what role should distributors play in the future channel ecosystem?
高松Yan Bin Loses Again! Court Confirms All 'Red Bull Series Trademarks' Belong to TCP Group
A recent Beijing High People's Court ruling has confirmed that all 'Red Bull series trademarks' are owned by TCP Group, marking the first substantive decision in the long-running dispute. This follows Yan Bin's loss in a Thai court appeal in August 2019, and the court rejected both of Red Bull Vitamin Drink Company's core claims.
New DistributionInternet Snacks: Thriving Online, Surviving Offline
The smoke has not yet cleared, and the battle in the internet snack industry is a true reflection of consumption changes and technological transformation. "Everything is ready, waiting for battle!" On November 8, 2019, the eve of Singles' Day, Zhang Liaoyuan, founder of Three Squirrels, sounded the clarion call on his social media. "This may be the most anxious Singles' Day, the busiest in preheating, and the most cognitively profound." Corresponding to Zhang's call, the headquarters of Three Squirrels in Wuhu, Anhui, was adorned with red flags and banners, full of passion and enthusiasm.
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