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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 97 of 196
The Consumer Psychology Behind Product Innovation: Why Big Brands Can Make More Money?
Big brands profit from consumer habits, which are formed through minimal cognitive effort. Innovation is hard because users resist change, but small brands can exploit the 'red button syndrome'—the innate desire to choose—to break monopolies, provided they invest enough in habit formation.
赵波“First-tier brands have thin profits, second-tier brands have weak terminals, and third-tier brands die fast!” How should distributors choose products correctly?
Recently, I was invited by a friend to discuss how distributors choose products, so this article will talk about product selection. A distributor's ability to make money is directly related to their product portfolio. It is irresponsible to select products without maximizing portfolio profits and to lead your team towards prosperity without a clear plan. So how exactly should one choose products to sell?
海游Under Stock Competition, Where Is the Next Opportunity for FMCG Companies to 'Overtake on Curves'?
With the disappearance of demographic dividends, all industries have shifted from tapping incremental markets to competing for existing market share, and the FMCG market is no exception. Besides competing on existing market share, FMCG companies can also overtake on curves by empathizing with consumers, identifying new demands, and satisfying them in differentiated ways, avoiding resource-draining wars. This article explores the concept of 'small demands' and how a metal packaging giant, Baosteel Packaging, offers a solution through its 'IPrinting 听你' platform.
袁来Sanquan Foods Makes a Major Move with Focus Media, Igniting the Spring Festival Market Ahead of Time
As the economy grows and life pace accelerates, demand for nutritious frozen foods is rising, peaking during traditional festivals like the Winter Solstice and Spring Festival. As the pioneer and industry leader in frozen dumplings and tangyuan, Sanquan Foods has taken the lead by partnering with Focus Media to capture the Spring Festival market early.
New DistributionSix Years Online, Breaking Records Repeatedly: How Tsingtao Beer's E-commerce Has Grown
At 00:15 on November 11, 2019, Tsingtao Beer's Tmall Supermarket sales exceeded its entire 2018 Double 11 sales. After 24 hours, Tsingtao Beer broke records again, with Tmall flagship store sales up 212% year-on-year on Double 11, and ranking first among JD.com POP stores and fastest-growing in JD's liquor category. 2019 marks Tsingtao Beer's sixth year online, during which it has repeatedly broken records. As a leading Chinese beer e-commerce player, how has it achieved continuous growth?
李青林Can Dongpeng Spread Its Wings and Take the Lead?
Dongpeng Special Drink is accelerating its IPO, aiming to challenge Red Bull's dominance in China's energy drink market. Despite its rapid growth, it faces significant hurdles including brand perception and product diversification.
尹太白Case Analysis | Distributors Achieve New Product Success in "Eight Steps"
How can distributors ensure the success of new products in regional markets? While each experienced distributor has unique insights, commonalities exist. This case study analyzes the general approach and methods of an excellent distributor in launching new products.
张宇Three Squirrels: From 'Taobao Brand' to 'First National Snack Stock' - The Methodology Behind It
After the conclusion of Singles' Day, Three Squirrels reported total sales of 1.049 billion yuan across all channels, a year-on-year increase of 53.81%, with online sales exceeding 923 million yuan and offline sales surpassing 126 million yuan, up 226%. The company secured the top position on nine major platforms, achieving its eighth consecutive victory in online nut sales. This performance highlights its successful transition from a nut-focused brand to a full-category retail brand, supported by a diversified channel strategy.
New DistributionSnack Giants at a Crossroads
During this year's Double 11 shopping festival, Three Squirrels and Bestore reported total sales of 1.049 billion yuan and 560 million yuan respectively. While both brands are leaders in the leisure snack industry, their strategic approaches and brand marketing tactics have diverged significantly, with Bestore focusing on premiumization and Three Squirrels on market penetration.
郭之富Can't Stop Browsing: What's Inside the Kangshifu Tech Pavilion at CBST2019?
On November 18, the 2019 China Beverage Industry Association Annual Meeting with the theme 'Environment and Sustainable Development' was held in Shanghai, alongside the opening of CBST2019, the 9th China International Beverage Industry Technology Exhibition, at the Shanghai New International Expo Centre. The exhibition gathered exhibitors from nearly 40 countries and regions, with dozens of well-known beverage companies showcasing their brand culture and innovative products. Among them, Kangshifu's interactive experience pavilion attracted much attention.
New DistributionIs Selling Through Top Influencers Like Li Jiaqi a Good Business?
After Double 11, Li Jiaqi and Pechoin trended on social media. The century-old Chinese brand failed to appear in Li's livestream as scheduled, prompting Li to remark that future cooperation would depend on fate. This incident highlights the tension between brands and influencers, raising the question: is influencer marketing a good business for brands?
李青林Orion's China Performance Struggles to Match Past Glory; Can Its Entry into the Drinking Water Market via Luckin Coffee Succeed?
Orion, facing innovation shortfalls and declining performance in China, is attempting a self-rescue by entering the high-end drinking water market. Recently, Orion announced a partnership with Luckin Coffee, China's second-largest coffee chain, to promote its Jeju Lava Water and other products through Luckin's online and offline channels, tapping into a market valued at 139.782 billion yuan.
李振兴Changing Perceptions with a Walnut: How Walnuts in the Milk Way Achieve Explosive Sales!
Last year, China's snack food market reached 484.9 billion yuan, with nuts and roasted seeds accounting for 23% of the entire snack food market. Over the next three years, nut and seed snack sales are expected to maintain a compound annual growth rate of 10.7%, potentially reaching 345.6 billion yuan by 2020. The growth model of the nut industry has shifted from demographic dividends to fan quality dividends. The entire industry can be summarized by four 'new' aspects: new generation, new consumption, new retail, and new thinking. However, the industry is currently constrained by severe product homogenization and single-dimensional models and channels. As an outstanding example of innovation in the nut snack industry, Hebei Lvling Kangwei Food Co., Ltd. (hereinafter referred to as 'Lvling Food') conducted in-depth market research and, with innovative products and differentiated marketing, quickly gained a large number of consumer fans.
New DistributionNongfu Spring, Coca-Cola Enter Soda Water Market, Beverage Industry May See New 'Blue Ocean'
The soda water market lacks a dominant leader. In the second half of this year, the beverage industry has seen frequent new product launches: Coca-Cola began selling alcohol and sparkling water in October, Dongpeng Special Drink launched lemon tea, and Tmall partnered with Moutai to launch 'Moutai Coffee'... Nongfu Spring, which has been quietly focusing on its core business, has also become restless. Recently, multiple media outlets reported that Nongfu Spring will launch a new soda water product in November, marking its first foray into this category. Earlier in March, the company also introduced China's first plant-based protein yogurt.
佚名Tsingtao Brewery Releases Double 11 Report: Winning Consumers with New Marketing
At 24:00 on November 11, the 11th Double 11 annual promotion officially concluded, with Tsingtao Brewery once again breaking records and delivering an impressive performance. The report highlights significant sales growth across e-commerce platforms, successful influencer marketing, and innovative strategies like the Night Owl beer and panoramic museum.
李青林Hankou No.2 Factory's Sister Brand Makes a Grand Debut: Hengrunshi Strikes Again, Stirring a New Storm in the Trendy Beverage Industry
Hengrunshi, the creator of the viral Hankou No.2 Factory brand, is launching a new beverage brand called Parallel Universes at FHC 2019. With two product lines—low-alcohol flavored cocktails targeting young women and aromatic sparkling water inspired by The Art of War—the brand aims to champion individuality and self-expression.
大肥羊Double 11 | Data from Four Major E-commerce Platforms Released: Which FMCG Brands Are Leading This Year?
The 2019 Double 11 shopping festival concluded with Tmall recording 268.4 billion yuan in total transactions, JD.com reaching 204.4 billion yuan, and Pinduoduo and Suning also performing strongly. This year's event highlighted trends such as new product launches, KOL live streaming, and channel下沉, offering insights for brand growth in 2020.
New DistributionAfter Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤Why Can Six Walnuts Exceed 10 Billion While Lulu and Coconut Tree Cannot?
This article reflects on Chinese positioning cases, arguing that creating a new 10-billion-yuan product is easiest starting from protein beverages. It analyzes how Six Walnuts succeeded by leveraging competition and clear consumption scenarios, while Lulu and Coconut Tree failed to break through due to lack of scenario positioning and multi-layer consumption penetration.
许战海The "Ice and Fire" Condiment Market: What Really Matters for Competitiveness?
China's condiment industry is entering a chaotic era where the most advanced and the most traditional business models coexist. How to arm oneself with new concepts is crucial for condiment companies.
杨良P&G and L'Oréal Join China's New Consumption 'Alley Fight'
As the 2019 Singles' Day shopping festival approaches, top livestreamer Li Jiaqi aims for 1 billion yuan in sales, riding the wave of livestream commerce. New internet-famous brands are rising, challenging established giants, while international brands like P&G and L'Oréal adapt to China's new marketing and channel dynamics to stay competitive.
李伟Defensive Battle of Strong Brands | Nongfu Spring's Dealer Reform in 2014
Before discussing how strong brands defend their dominance, one must deeply understand what they are defending and its significance. This article explains the concept of strong brands, how they defend their position, and how Nongfu Spring adjusted its dealers to counter competitors.
海游Most Companies Are in Trouble Because They Fail to Fully Leverage Their Core Business Potential!
The author, Mr. Cao Hu, President of KMG China, will be a speaker at the 2020 China FMCG New Marketing Opening Course held by New Distribution in Zhengzhou from November 26-28, where he will share practical insights on enterprise growth. Global economic restructuring has profoundly impacted the growth models of Chinese enterprises, with frequent 'gray rhino' events in the past 24 months. Many companies are struggling because they lack effective marketing strategies and fail to maximize the potential of their core businesses.
曹虎7 Steps for Distributors to Win the New Product Launch Battle
Launching new products is a challenging task that enriches market product structure, increases profit margins, and extends brand vitality. Distributors must clarify whether the brand is a leader or a newcomer, and follow seven steps: market positioning, gross profit estimation, market planning, cost investment, personnel investment, task decomposition, and execution review, to ensure success.
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