近期深入一线，走访了公司的标杆市场。在密集的汇报、客户访谈、市场走访及与业务交流后，一系列关键问题在我脑中愈发清晰： 在当下的市场环境中，究竟何为真正的"标杆市场"？我们是否还有机会系统性地打造出这样能扛压、能引领的市场？它们又面临哪些新的困局？有没有破 局之道？ 时值岁末，正是收官与开门红的关键战役期，也正是这些优秀市场展现其稳健性与爆发力的时刻。每一个品牌厂商，无不渴望复刻这样的健康样本。 笔者结合此次市场走访所见，对"标杆市场"相关话题做一探讨，希望能对厂商朋友有所启发。 何为标杆市场？ 在快消行业，一个真正的"标杆市场"，不仅是企业内部的业绩标杆，更是外部竞争中难以撼动的堡垒。一般有以下一些可量化、可感知的硬指标来衡量， 这其实也构成了标杆市场的成功画像。 1. 市场份额。品牌在该区域内的铺货率与终端可见度，直接反映消费者"买不买得到"的便利性。这次所走访的市场，其产品铺货率高达95%，意味着几乎 所有目标终端门店都能看到该品牌，形成了"十米见红、三米见罐"的强势氛围，从根本上压制了竞品的上架机会。 2. 销售体量。品牌在当地的销售规模与财政贡献，通常以"高于主要竞品2–3倍"为基准线。不仅体现品牌的 ...

来源：中国经营报 中经记者 阎娜 孙吉正 成都报道 近日，达利食品集团（以下简称"达利"）宣布，创始人许世辉之女许阳阳正式接任集团总裁。这一人事 变动，标志着旗下拥有达利园、可比克、好吃点等知名品牌的达利，正式迈入"二代掌舵"时代。 对于上述人事变动，《中国经营报》记者联系了达利工作人员，对方向记者确认了这一消息，并表 示"一切以官宣信息为准"。 许阳阳的接任正处达利应对消费市场新时代转型的关键节点。当前，达利已面临多年营收下滑、港股退 市落幕等局面，核心产品亦遭遇年轻化挑战，这位"80后"新掌门能否带领企业突破增长瓶颈、重塑市场 竞争力，将成为行业关注的焦点。 17年接班路铺垫 近年来，国内第一代民营企业逐步进入代际传承的关键阶段，创立至今已有36年的达利也不例外。 在接班人培养方面，许世辉展现出前瞻性的布局意识，许阳阳已在公司内部积累了长达17年的工作经 验。公开资料显示，其女许阳阳出生于1983年，本科毕业于厦门大学国际经济与贸易专业，后赴英国留 学深造。留学归国后，她于2008年从基层岗位起步，先后在多个领域轮岗锻炼。2014年，许阳阳出任集 团执行董事及副总裁，深度参与企业战略决策。 在达利的上市进 ...

Core Insights - Accenture's CEO announced a significant workforce reduction, with over 10,000 employees laid off in three months due to the inability to adapt to AI skills [1] - The rise of generative AI is reshaping the skill requirements in industries traditionally reliant on human labor, such as consulting and advertising [1][2] - Major companies like Nestlé and Procter & Gamble are also cutting jobs, indicating a broader trend across consumer brands [2] Group 1: Impact on Industries - The consulting and advertising sectors are experiencing the most significant job cuts, as AI begins to take over core tasks previously performed by humans [2] - The advertising industry is particularly affected, with many companies reducing middle and junior creative roles due to the efficiency brought by generative AI [4] - AI Agents are becoming essential infrastructure in advertising, leading to reduced creative support needs and fewer jobs in the supply chain [4] Group 2: Job Restructuring and AI Integration - The automation of processes in programmatic advertising has shielded it from the job cuts seen in other areas, as these processes were already moving towards automation [5] - Job cuts are not merely about replacing humans but reflect a strategic restructuring to integrate AI into workflows, enhancing efficiency [6][9] - Companies are transitioning roles from traditional execution to AI collaboration and oversight, indicating a shift in job functions rather than outright replacement [10][12] Group 3: Future Trends and Organizational Changes - The trend of layoffs is not one-sided; companies like Microsoft are also considering rehiring for AI-driven roles, suggesting a dynamic adjustment in workforce needs [10] - The advertising industry is moving towards a decentralized model where individual roles will emphasize cross-functional skills and AI collaboration [12][14] - The ongoing adjustments in workforce structure highlight the need for companies to balance efficiency with strategic decision-making capabilities [14]

Core Insights - Shanghai Jing'an District continues to lead in procurement orders at the China International Import Expo (CIIE), showcasing its role as an international hub for innovation and business services [1][12] - Major multinational companies like L'Oréal are not only participating in the CIIE but are also establishing local partnerships to enhance innovation and market presence in China [2][4] - Jing'an has transformed from a traditional trade zone to a global city core, focusing on high-end services, technological consumption, and cultural appeal [12][13] Group 1: Investment and Business Development - Jing'an District has attracted 142 multinational company headquarters and over 6,100 foreign enterprises, maintaining the highest density of headquarters economy and global brand concentration in Shanghai [4] - The district's strategy includes building collaborative platforms to address core challenges from R&D to commercialization, enhancing the competitive edge of local enterprises [4][8] - During the CIIE, 14 companies from various sectors signed investment agreements, indicating a shift towards long-term partnerships and shared risks [4][8] Group 2: International Collaboration and Market Entry - Companies like Grin and CAPOLAVORO have successfully navigated the Chinese market with the support of Jing'an's incubation services, demonstrating the district's role in facilitating foreign brands' entry [5][8] - Jing'an's global service provider plan aims to connect domestic companies with international markets, offering a comprehensive infrastructure for cross-border operations [8][12] - The district's unique exhibition areas at the CIIE highlight its commitment to showcasing regional industrial competitiveness and cultural charm [9][12] Group 3: Future Development and Strategic Goals - Jing'an aims to enhance its internationalization, focusing on high-end elements and service-driven economic growth, while promoting innovation in fashion consumption and technology [12][13] - The district plans to optimize its business environment and improve service mechanisms to support enterprise development [12][13] - Jing'an positions itself as a strategic partner for global innovators and investors, emphasizing its collaborative ecosystem for shared growth [13]

Core Insights - The article discusses the decline in sales for Durex and the broader sexual health industry, attributing it to a societal shift towards lower desire and changing consumer behaviors [2][3] - It identifies five high-growth sectors that have emerged as alternatives to traditional sexual health products, reflecting the evolving needs of consumers in a low-desire society [4][20] Group 1: Decline in Traditional Markets - Durex's sales halved in 2020, with the entire industry experiencing a 40% decline, and marriage rates dropping by 20% [2] - The overall e-commerce sales during the 618 shopping festival saw a negative growth of 7%, and the Double Eleven event has not reported results for four consecutive years [3] Group 2: Emerging Growth Sectors - The pet consumption market is projected to reach 302 billion yuan in 2024, with an average of one pet for every three young people [4] - Spending on pets has surpassed that of the maternal and infant sector, with a surge in new products such as pet delivery services and smart pet gadgets [5] - The "Endorphin Economy" has seen a rise in sports participation, with 200 million new sports enthusiasts in China over the past decade, leading to increased sales for brands like Asics and New Balance [8] - The fragrance market is growing at a rate of 10% annually, with a market size of 850 million USD in 2023, driven by brands like Aesop and Le Labo [8] - Emotional fast-moving consumer goods (FMCG) are gaining traction, characterized by low prices and quick decision-making, providing immediate emotional satisfaction [11][12][14] - The "Self-Rescue Economy" is emerging, with products like probiotic cola and health teas gaining popularity, reflecting a trend of seeking comfort amid anxiety [16][19] Group 3: Consumer Needs in a Low-Desire Society - The five growth trends identified correspond to the needs of a low-desire society: companionship, control, healing, ritual, and security, which add extra value to products [20]

Group 1: Samsung - Samsung showcased its AI Home solutions at the Expo, integrating Bespoke AI, Vision AI, and Galaxy AI to create a comprehensive smart ecosystem covering daily living, entertainment, mobile office, health management, and home security [3][5] - The company plans to apply Galaxy AI to 400 million devices by 2025, emphasizing its commitment to sustainable development through the use of recycled materials and energy optimization [5] Group 2: Dell Technologies - Dell Technologies presented a full-stack IT solution at the Expo, featuring new PowerEdge servers and PowerStore all-flash storage, aimed at enhancing data value for enterprises [8] - The company promotes sustainable practices by implementing innovative cooling solutions and using recyclable materials in its products [8] Group 3: GE Vernova - GE Vernova highlighted its low-carbon energy solutions at the Expo, showcasing products like the LM6000 VELOX gas turbine capable of 100% hydrogen power generation [11] - The company has a gas-fired power generation capacity of approximately 55 million kilowatts in China and aims to support the country's dual carbon goals [11] Group 4: ASICS - ASICS presented its product matrix and cutting-edge technology at the Expo, focusing on integrating sports into daily life with innovative footwear and apparel [14] - The company aims to promote national fitness and health through its products and initiatives [14] Group 5: Olympus - Olympus showcased its medical technology solutions at the Expo, including advanced endoscopic equipment designed to enhance early cancer detection [17] - The company emphasizes patient-centric solutions and aims to drive innovation in the healthcare sector in China [17] Group 6: IKEA - IKEA focused on sustainable practices at the Expo, highlighting its green operations and circular economy initiatives, including a digital service for furniture recycling [20] - The company has engaged in local collaborations to promote environmental protection and sustainable consumption [20] Group 7: GlaxoSmithKline (GSK) - GSK presented its health management approach at the Expo, emphasizing a lifecycle health management model that combines prevention and treatment [22][23] - The company plans to introduce approximately 18 new products and indications in China over the next three years [23] Group 8: Amgen - Amgen showcased innovative therapies for cardiovascular health, bone health, and rare diseases at the Expo, addressing the needs of China's aging population [25] - The company collaborates with local partners to enhance healthcare delivery and innovation in China [25] Group 9: a2 Milk - a2 Milk Company highlighted its strategic partnership with a Chinese company to expand its premium dairy product offerings in China [27] - The company focuses on providing nutritional solutions for families, emphasizing the benefits of A2 protein in its products [27] Group 10: Pigeon - Pigeon presented a range of new products aimed at enhancing parenting experiences at the Expo, showcasing innovations in baby care [30] - The company has established a strong presence in China, focusing on high-quality development in the maternal and infant care sector [30]

Core Insights - The brand pricing system is facing unprecedented challenges due to consumer upgrades and channel diversification, leading to issues like price dumping, cross-region diversion, and counterfeit products, which diminish brand premium capabilities and create consumer anxiety about price and quality [1] Group 1: Pricing Chaos - Pricing chaos is a chronic poison to brand ecosystems, causing significant trust issues among consumers, with 73% of consumers developing negative impressions due to price confusion, and the cost to repair this impression being over five times that of maintaining price integrity [3][4] Group 2: Multi-Dimensional Defense - Brands need to establish a "three-dimensional defense system" comprising legal tools, technology platforms, and channel governance to effectively control pricing. Legal actions can deter malicious low-price sales, while AI systems can enhance price monitoring efficiency by reducing response times from three days to two hours [4][5] - Implementing a tiered management system for distributors and utilizing digital tools for inventory visibility can significantly reduce diversion rates and improve distributor profits, as evidenced by a 65% decrease in diversion rates and an 18% increase in profits for a major appliance brand [4] Group 3: Value Reconstruction - The ultimate goal of price control is to shift the market focus from price competition to value co-creation. Brands can achieve this through differentiated product positioning, membership systems, and service upgrades, creating dual barriers of price anchors and experience barriers [4] - A high-end apparel brand that introduced customized services and lifetime maintenance saw a 40% decrease in price sensitivity and a 65% increase in repurchase rates, demonstrating the effectiveness of providing irreplaceable value to consumers [4] Group 4: Long-Term Perspective - Companies must view price control as a value investment rather than a cost item, leveraging legal, technological, and managerial innovations to restore price to its intrinsic value and ensure fair market competition, which is essential for brand resilience in changing market conditions [5]

Core Insights - Unilever is undergoing a significant transformation, marked by layoffs, divestitures, and executive changes, with the Chinese market serving as a critical testing ground for its strategic shift [1][2] Financial Performance - In the first three quarters of the year, Unilever reported revenues of €44.8 billion, a year-on-year decline of 3.3%, with Q3 sales at €14.7 billion, down 3.5% [1] - All five core business segments experienced negative growth, with home care leading at a 5.3% decline, followed by ice cream at 4.2%, and beauty, health, and food segments each declining around 3% [1] - The Americas market saw a significant drop of 5.1%, while Europe achieved a modest growth of 1.9%. In contrast, Indonesia and China showed signs of recovery, with China's Q3 sales returning to low single-digit growth [1][6] Strategic Reforms - CEO Alan Fernandis initiated aggressive reforms, focusing on cutting inefficient businesses, enhancing brand premiumization and innovation, and strengthening digital capabilities [2] - A major workforce reduction is planned, with 7,500 jobs cut, representing 5.9% of the total workforce, and a quarter of the top 200 executives will be replaced, aiming for annual cost savings of $800 million [2] Business Divestitures - Unilever has been actively divesting underperforming brands, including the sale of the water purifier brand Pureit and over 20 beauty brands, as well as the separation of its ice cream business, which has been rebranded as "Dream Ice Cream Company" [3] - The ice cream segment, which holds a 21% market share globally, is projected to generate €7.9 billion in revenue for 2024. In China, it ranks second in market share, trailing behind Yili [3] Market Adaptation - The Dream Ice Cream Company plans to innovate in market engagement, adopt competitive pricing strategies across all snack price points, and expand high-end brand offerings internationally [4] - Unilever is concentrating resources on its "Power Brands," which contribute 78% of sales and achieved a Q3 growth rate of 4.4%, significantly above the overall performance [4] Future Outlook - The company anticipates an improvement in operating profit margins, projecting at least 18.5% for the second half of the year [5] - Unilever aims for a full-year sales growth of 3% to 5% by 2025, with expectations of stronger performance in the second half compared to the first [8] - The management remains optimistic about the transformation despite the ongoing challenges, focusing on a streamlined portfolio that includes beauty, health, personal care, home care, and nutrition [8]

Core Insights - Yunnan Baiyao Group has established a smart factory that can produce up to 1.6 million toothpaste tubes daily, with an annual capacity of 450 million tubes and other products [2] - The factory aims to represent China's health industry in global competition by adopting "Industry 4.0" standards and focusing on production transformation and smart manufacturing [2][4] - The smart factory has been recognized as a "lighthouse factory" in global manufacturing, highlighting its advanced operational capabilities [2] Digital Transformation - The factory has implemented a comprehensive data governance system, standardizing data across over 50 core business systems and establishing a robust data management framework [3] - It utilizes 7,500 sensors to create a data perception network, enabling real-time monitoring and predictive maintenance through AI algorithms [3] - The integration of IoT technology has led to innovations such as "one-step paste production" and "second-level switching," significantly enhancing production efficiency [3][4] Production Efficiency - The smart factory's digital and modular production approach allows for rapid response to market demands, accommodating diverse needs across different channels and regions [4] - The factory can quickly switch between 42 different paste formulas, reducing the setup time for production from traditional methods by approximately 95% [3][4] - Future plans include expanding the digital transformation model to other product lines, such as traditional Chinese medicine and health foods, to enhance overall industry efficiency [4][5]

Core Insights - Yunnan Baiyao Group has established a smart factory that can produce up to 1.6 million toothpaste tubes daily, with an annual capacity of 450 million tubes and other products [1] - The factory aims to represent China's health industry in global competition by adopting "Industry 4.0" standards and focusing on production transformation and upgrading [1][3] - The smart factory has been recognized as a "lighthouse factory" in global manufacturing, showcasing its advanced capabilities [1] Digital Transformation - The factory has implemented a comprehensive data governance system, standardizing data across over 50 core business systems and establishing a robust data management framework [2] - It utilizes 7,500 sensors to create a data perception network, enabling real-time monitoring and predictive maintenance through AI algorithms [2] - The integration of IoT technology has led to innovations such as "one-step paste production" and "second-level switching," significantly enhancing production efficiency [2] Production Efficiency - The smart factory's digital and modular production approach allows for rapid response to diverse market demands, facilitating a quick feedback loop from market to production and back [3] - Future plans include deepening digital transformation and applying smart manufacturing models to other product lines, such as traditional Chinese medicine and health foods [3] - The company aims to provide intelligent manufacturing solutions to assist other manufacturers in reducing transformation costs and overcoming technical challenges [3]