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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 99 of 196
Trademark Registration Ruled Invalid: Will Jiangxiaobai Become the Next JDB?
As the saying goes, 'fame brings trouble.' Since the Jiangxiaobai brand took the market by storm, a series of disputes have erupted over the ownership of the Jiangxiaobai trademark family. Recently, the administrative lawsuit over the invalidation of the 'Jiangji Xiaobai' trademark, part of the Jiangxiaobai series, was heard at the Beijing Intellectual Property Court. This marks the fourth trademark ownership dispute between Chongqing Jiangxiaobai Liquor Co., Ltd. (Jiangxiaobai Company) and Chongqing Jiangjin Distillery (Group) Co., Ltd. (Jiangjin Distillery) to enter judicial proceedings, following previous cases involving 'Jiangxiaobai,' 'Jiangdabai,' and 'Xiaobaijiang.'
New DistributionThe Company Behind JDB Herbal Tea, Kunlun Mountain Mineral Water, Pechoin Herbal, and Jiangzhong Jianwei Xiaoshi Pian...
This article tells the legendary stories of brands like Pechoin, which grew from 200 million to 17.7 billion yuan in 8 years, surpassing L'Oreal and Olay to become China's leader; Wanglaoji, which surpassed Coca-Cola in 8 years to become 'China's No.1 beverage can', growing from 120 million to 36 billion yuan; Jiangzhong Jianwei Xiaoshi Pian, which has been the No.1 OTC drug in China for 12 consecutive years; and Xiwang Corn Oil, which grew from 65 million to 2.6 billion yuan, surpassing Arawana to become the No.1 in the corn oil category. All these successes are attributed to positioning, and the positioning for these brands came from a master-level company: Chengmei.
New Distribution40 Years of Counterfeits in China
A look at China's commercial history reveals that counterfeits emerged almost simultaneously with the reform and opening-up. During the planned economy era, factories were either collectively or state-owned, leaving little incentive for profit, so counterfeits were rare. As China transitioned to a market economy, individuals could establish companies for production, processing, and sales, leading to a surge in demand and shortages, which, combined with the pursuit of economic benefits, caused a proliferation of knockoffs and fakes. The article traces the evolution of counterfeits from low-end to high-end, from offline to online, and examines the underlying logic, including economic development, consumer demand, low manufacturing barriers, and price and cognitive factors.
李青林Forget It! Stop Being Superstitious About Brand Crossover and IP Co-branding!
Over the past two years, brand crossover and IP co-branding have indeed made domestic brands popular. As a result, more and more brands are joining this co-branding hype! The original intention of brand crossover and IP co-branding is to make 'ordinary' brands more interesting, thereby stimulating consumers' desire to buy. However, when this kind of thinking becomes a certain 'political correctness' in the marketing world, all brands are engaging in marketing gimmicks, falling into the self-entertainment of creating hit products. That is to say, although such marketing is harmless...
林川Business Returns to the C-End
Shi Wei says business comprises cognition, transaction, and relationship. China's relationship-based society, rooted in agrarian culture, favors C-end business, while the institutional societies of Europe and America favor B-end business. In the information age, business returns to the C-end, leveraging technology and infrastructure from both industrial and information eras.
刘春雄Re-empowering Distributors: Brand Channel Transformation through Full Authorization and Small-Team Operations
Amid China's economic slowdown, market fragmentation, and e-commerce impact, FMCG companies face challenges in traditional channels and sales bottlenecks. This article explores how to innovate marketing organization and channel collaboration, break organizational boundaries, and create an enabling integrated marketing channel, using Yihai Kerry's marketing empowerment organizational transformation as a case study.
高松Kedi Dairy's Restructuring Fails Again, Questioned for High Deposits and High Liabilities
This is the second time Kedi Dairy has terminated the restructuring of Kedi Frozen assets. Six months after restarting the acquisition of assets from Henan Kedi Frozen Food Co., Ltd. (hereinafter referred to as "Kedi Frozen") under its controlling shareholder, Kedi Dairy (002770) disclosed on the evening of October 17 that it had terminated the restructuring again due to an investigation. At the same time, Kedi Dairy also announced that it had recently received written resignation reports from independent directors Qiu Hongsheng and Wang Liting. The two resigned from their positions as independent directors and their roles on various board committees for personal reasons, and after resignation, they will no longer hold any positions in the company.
新浪财经Note: The Essence of Internet-Famous Products Is Not 'Internet-Fame' but the Right Marketing Approach!
We are in an era of product explosion, fragmented information, diversified channels, and segmented consumer demands, marking the entry of China's FMCG industry into a niche era. In this new era, consumer choices vary, and internet-famous products emerge endlessly. Chinese consumers prioritize product quality over quantity, selecting the one that suits them from thousands of options, expecting brands to understand them better. It is difficult for any single brand or category to satisfy all consumers, and each niche holds immense opportunities; capturing consumer insights is key to success.
李青林To Do Good Marketing, First Make a Name for 'Freshness'
Two examples illustrate the power of freshness as a marketing strategy. Tianhu Beer, despite being a small player next to industry giant China Resources, thrives by offering a 3-day freshness guarantee that competitors cannot match. Another small brewery, Taishan Raw Ale, expanded nationally with a 7-day freshness promise, demonstrating that freshness can be a high barrier to entry and a source of strong consumer loyalty.
刘春雄Dairy + Function: Can It Create Another 10-Billion-Yuan Mega Product?
Functional dairy products are emerging as a new trend among dairy giants, with products like Mengniu's hangover-relief yogurt, weight-loss yogurt, and sleep-aid milk, as well as Guangming's hangover-relief yogurt. This article analyzes the reasons behind this trend, the functional principles of these products, and predicts that future dairy innovation will focus on more niche segments and scenarios, making it unlikely to replicate the scale of previous 10-billion-yuan mega products.
刘云The 'Risks' and 'Opportunities' Behind Nongfu Spring's Coffee Venture
From OYO Hotels launching 'Fenran' coffee, Sinopec partnering with Lian Coffee to release Yijia Coffee, to Suning Xiaodian entering the coffee business, more and more companies are interested in the coffee business, seemingly everyone believes the coffee market is worth occupying. Nongfu Spring, which started with bottled water, has shown great interest in coffee, launching Tanbing in May to enter the ready-to-drink coffee business; after partnering with Wumart to place fresh-ground coffee machines in Wumart convenience stores and supermarkets, it recently continued its 'persistent' pursuit in the coffee field by launching three new coffee products: low-sugar latte, sugar-free black coffee, and no-sucrose latte.
丹丹Food Brands Compete in New Product Arena, 'New Health' Concept Emerges!
As living standards rise, health preservation is no longer exclusive to the middle-aged and elderly; younger generations like post-85s and post-90s are also proactively focusing on health issues, driving a 'new health' trend in new food products. Products featuring 'zero fat, zero sugar' and 'functional ingredients' are in high demand, with brands like Super Zero, Saturdrop, Starbucks, and Quaker entering the market to seize opportunities. On October 11, CBNData and Tmall小黑盒 released the 'White Paper on New Product Trends in the Health Food Industry'.
CBNDataMengniu and Yili Enter the Fray: Why Is Ready-to-Drink Coffee Booming?
Ready-to-drink coffee is a new track? The emergence of Luckin Coffee in 2018 stirred up China's coffee market and accelerated coffee consumption, but it wasn't just fresh-ground coffee that benefited. More ready-to-drink coffee brands are occupying shelf space in convenience store coolers. Industry insiders say convenience and moderate pricing have driven rapid growth, attracting giants like Coca-Cola, Yili, and Mengniu.
栾立Will the Next Marketing Revolution Happen in China?
The mobile internet has brought about information equality, shifting consumers' roles and making reputation management more important than brand image. As China becomes the world's largest consumer market, the next marketing revolution is likely to emerge there, driven by fragmented markets and the need for continuous learning and adaptation.
赵波In-depth: How Should New Brands Really Be Built?
Brand is an eternal topic. Last month, Diao Ye's two articles on consumption waves sparked widespread discussion about new brands, but no clear conclusion was reached. In a recent in-depth interview with Ma Zhantian and Wang Yi of Xinyi Capital, we gained different insights. They believe that new brands should focus on two key points: staying close to user needs and leveraging supply chain advantages to create cost-effective products. Long-term, success in China's consumer market requires a balance of traffic, product, and channels to build a brand worth over ten billion yuan.
曹瑞FMCG Brands: Consumption Is Marketing
Most traditional brands still rely on continuous advertising for maximum exposure, then use a funnel model to filter target audiences and drive sales. However, mature brands often lack neither awareness nor product novelty, making such exposure wasteful. The article argues that marketing should be integrated with product strength, using examples like Coca-Cola's nickname bottles and Guliduo's One Piece collaboration to show how creating new product variations can drive consumption and brand building.
杨不坏Big Brands Must Join the Battle This Time!
Traditional enterprises have been generally conservative in their transition to internet-based marketing because large companies are rational enough not to blindly transform due to anxiety or all-in on trends. Despite the rapid growth of the internet, offline channels still dominate in most industries, and new traffic only incrementally cuts into offline share without displacing it. Big brands, as victors of traditional offline marketing, will only fully commit when new models reach critical mass, can be caught up with resources, or meet their mature judgment standards.
刘春雄Marketing Father Philip Kotler's 10,000-Word Speech Transcript: The Future of Marketing
At the 2019 Kotler Future Marketing Summit, Philip Kotler delivered a keynote on the future of marketing, covering its history, current state, and future trends, emphasizing the shift from sales to creating, communicating, and delivering value, and the importance of innovation and customer-centricity.
菲利普·科特勒The Second Half of the Leisure Snack Industry: Under Diversification Strategies, Leading Brands Enter Different 'Tracks'
The leisure snack industry is set for a new phase. As the 'fourth meal,' it has always attracted attention. This year, Three Squirrels and Youyou Foods have gone public, while brands like Bestore and Ganyuan Food are in the IPO process. On one hand, the market is vast with optimistic prospects; on the other, intense competition and homogenization among leading brands make it urgent for companies to find their positioning and differentiate to capture consumer mindshare.
贾祺Winning Hearts and Minds! China Resources Beer Executives Review AB InBev and Heineken Deals, Earning Over HK$20 Billion from Two Agreements
China's largest brewer, China Resources Beer, has demonstrated its speed, precision, and decisiveness through two major deals. In an interview with State-owned Assets Report, Hou Xiaohai, general manager of China Resources Snow Breweries, reviewed the 2016 and 2018 transactions with AB InBev and Heineken, revealing that the company earned over HK$20 billion from the two agreements combined.
小食代How Do Innovative FMCG Brands Cross the Line Between Viral and Sustainable?
Since last year, consumption has once again become a hot topic. About 10 years ago, the core of the consumer sector was channels, with the mantra 'channels are king.' But recently, consumption has become a hotspot again, largely due to interesting changes in channels. On many newly emerging social platforms like Xiaohongshu, WeChat, Taobao Live, Douyin, and Kuaishou, live-streaming sales features have brought significant traffic dividends to emerging brands, making them important new marketing and sales battlegrounds for consumer goods.
经纬主页君2020 New Marketing Opening Course: Where Should Next Year's Budget Be Spent?
Spending money is harder than making it, because you must be responsible for the money spent and eventually earn it back many times over. Many traditional companies have budgets but don't know where to invest them. The budget issue is not just a financial problem but a question of marketing direction. Based on observations of companies implementing new marketing in 2019, five directions are crucial: new products, new marketing organizations, BC channel integration, technology-driven approaches, and new media communication.
刘春雄Why Is It That All Purified Water, Some Sells for 2 Yuan, While Others Sell for 38 Yuan?
A 500ml bottle of purified water can be priced at 2, 3, 5, or 38 yuan. Why? Pricing is a strategy! It involves brand positioning, market opportunities, product features, and user perception. Pricing not only determines the customer base, competitors, and internal and external profit distribution, but also the allocation of core resources.
崔德乾Is the E-Cigarette Industry a Good Business at the Forefront?
Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment.
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