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英敏特高级副总裁徐如一:年轻人喜欢玩梗,品牌要开得起玩笑
Nan Fang Du Shi Bao· 2025-07-11 09:19
"过去两年,中国消费者喜欢的品牌形象和品牌叙事都发生了很大变化。在不确定的环境 中, 不管在国内还是国外,消费者对高冷、严肃、正襟危坐的品牌形象都表现出更少的喜 爱度。而一个相对成熟、可靠、稳重、平易近人的品牌更容易走近消费者。"7月10日,在由 南方都市报举办的"2025高品质消费品牌TOP100生态大会"上,英敏特亚太区洞察高级副总 裁徐如一分享了近期对消费者的相关研究。 她提到,在今天"卷"中求新、消费者口味变化 的时代里,把握长消费周期的变化、挖掘差异化消费需求、在存量市场中找到创新点、注重 情绪共鸣正成为品牌的破局之道。 在今天"卷"中求新、消费者口味变化的时代里,怎样真正打动消费者?徐如一表示,如果年轻人喜欢玩 梗,品牌就要开得起玩笑。"比如京东外卖最近就因为网友对'猪猪侠'的调侃回应了一波民间创意,不 光推出外卖联名IP,还把网友的调侃做成一个角色设定。" 品牌创新这件事情又要怎么做?徐如一提到,目前,情绪共鸣正在成为创新的突破口,这背后连接的不 是某个年龄段,而是一种跨代际的消费心态,品牌应把握好长周期的变化;另外,品牌也可以利用差异 化挖掘需求的方式来做到破局。她表示,比如,利用"童趣"来打 ...
大品牌换经销商很正常,但无人接盘已成为新常态
作者 | 刘春雄 来源 | 新经销 以下文章来源于新经销 ,作者刘春雄 新经销 . 专注于中国消费品领域新媒体,对通路营销、渠道数字化及新零售领域进行专业研究及媒体报道。 现在大品牌换商,很多是经销商主动不干了,被迫换商,而且经常无人接盘。 导语 : 过去经销商对厂家说"不赚钱",但生意照样做。"不赚钱"只是发发牢骚;现在说"不赚钱"就不干,连牢骚也不发了。 今年在一线与经销商接触比较多,超过 100多位经销商。听听下面经销商们的议论。 "有个品牌在我们县换了两三个经销商了。" "我们县没人愿意做XX品牌了。" "XX厂家最近找我了,我没做。" "去年厂家给我发了个最佳合作奖,我现在不准备做了。"这是一位经销商在微醺状态下说的话。 崩盘在即 快消品大牌换经销商并不新鲜,但找不到接盘的经销商很新鲜。 以往换经销商,厂家是主动。厂家对经销商不满意想换商时,一堆等待接盘的。 2016年,我写了《经销商说不干就不干了》,提出"经销商对大牌说不",当时还是个案,并不普遍。但是,我对这类苗头还是很敏感的。 2023年,我写了《大商正在放弃大牌》,已经有了一定普遍程度。但是,像今年这样普遍的现象,我仍然很吃惊。 说真的,我 ...
报告:上半年金融、科技与高端制造业需求突出 促上海办公室市场小幅回暖
Zhong Guo Xin Wen Wang· 2025-07-09 03:49
在优质零售物业市场,餐饮品类需求位居第一,占比45%,成为上半年市场需求主力。其中以云贵川菜 系为主的中餐品牌持续活跃。 零售业态需求占比提升至41%,其中服饰品类需求占比23%,潮流服饰及户外运动品牌布局活跃。此 外,玩具礼品与珠宝饰品品类延续热度。 世邦魏理仕中国区顾问及交易服务部、商业负责人希诺表示:"未来六个月,上海零售物业市场预计迎 来约57.7万平方米的新增供应。新项目的入市将会提升区域商业品质,推动整体发展。同时,上海在徐 汇滨江板块开启'上海之夏'国际消费季,推出多个标杆活动。上海政府还将积极推动商旅文体的跨界联 动,促进'票根经济'的发展,以进一步释放夏季消费潜力。这些举措不仅丰富了城市的消费体验,也为 零售市场注入了新的活力。" 2025年上半年,上海办公楼市场共有4个新项目入市,累计供应量达30.2万平方米,环比下降3.9%。其 中第二季度共录得2个新项目交付,分别是四川北路的滨港中心,以及位于浦东其他板块的新岸商业中 心,共计体量16.3万平方米。 从行业需求来看,上半年金融业以22%的占比继续领跑市场,主要受到基金和非银金融机构的推动;消 费品制造业位居第二,占比17%,主要来自快消 ...
茅台承担不起行业低迷的责任
Sou Hu Cai Jing· 2025-07-07 04:37
在行业低迷期,市场往往容易陷入两种极端:要么盲目追逐少数如茅台这样的头部企业为"避风港",将其神化为万能解药;要么消极观望,以环境为借口 停滞不前。 ●一是行业分工的客观规律。 茅台是白酒行业的顶级品牌,但它的成功建立在高端消费市场,与大众消费市场存在"需求断层"。就像奢侈品巨头LVMH无法解决快消品行业的库存问题 一样,茅台的增长逻辑与行业基本盘有着不同的轨迹。 ●二是资本市场的认知错配。 投资者将茅台视为"避险资产",本质上是对经济不确定性的恐慌性选择,这种资金虹吸效应导致2023年茅台占白酒板块市值56%,这反而可能加剧了行业 马太效应,挤压中小企业的创新空间。 ●三是社会情绪的投射失真。 茅台本质上只是一个企业,既无义务也无力承担整个行业兴衰的责任。将行业困境的解决寄托于某个"标杆企业"身上,本质上是一种逃避现实的懒惰思 维。我们需要更清醒地认识到,行业的突围从来靠的不是"救世主",而是每个参与者的主动作为,这是一种清醒的生存智慧,更是穿越周期的核心竞争 力。 茅台为何"担不起"?商业本质的五个真相 如果罗列出责任清单,从不同维度去看责任归属可能更清晰——也即目前酒类市场存在的问题:去产能标准、税收梯 ...
全球零售250强出炉,仅13家中国企业上榜
3 6 Ke· 2025-07-03 06:54
日前,德勤《2025 全球零售力量》研究报告发布,该报告以 2023 年 7 月 - 2024 年 6 月财年数据为锚,勾勒出全球零售行业在复苏与压力交织下的发展脉 络。 当全球零售总收入创下 6.03 万亿美元(约合人民币 43.4 万亿 )新高,当行业集中度持续攀升、业态与区域分化加剧,中国零售企业的 13 席身影,既承 载着内需市场的深厚底气,也折射出在全球竞争中破局的迫切与挑战。 全球零售全景:增长、分化与势力版图 | 地区 | 国家 | 公司数量 | 平均零售收入 (亿 元人民币) | 海外零售业务占比 | | --- | --- | --- | --- | --- | | 非洲 / 中东 | 南非 | 4 | 563 | 16.40% | | 非洲 / 中东 | 干直演 | 3 | 512 | 4.30% | | 非洲 / 中东 | 阿拉伯联合酋长国 | 2 | 502 | 55.30% | | 亚太 | 日本 | 20 | 925 | 27.70% | | 亚太 | 中国(含港澳台) | 13 | 1677 | 18.10% | | 亚太 | 韩国 | 7 | 763 | 4.80% | | 亚 ...
21专访|BCG董事总经理:金砖合作推动全球南方贸易增长
Group 1 - The 17th BRICS summit will be held in Rio de Janeiro from July 6 to 7, with China supporting Brazil as the chair for this year [1] - According to BCG, trade between China and global South countries is expected to grow by approximately 6% annually, which is double the global trade growth rate of about 2.9% [1][4] - The BRICS cooperation mechanism is seen as an important platform for emerging market countries and developing nations to strengthen unity and cooperation [2] Group 2 - There is a growing interest among global South countries, particularly in ASEAN and Africa, to join BRICS, indicating the platform's significance for middle-income economies [2] - Chinese companies are increasingly pursuing international expansion, with a notable trend in various sectors beyond technology, including fast-moving consumer goods and durable goods [2][6] - The expansion of BRICS is expected to inject new momentum into cooperation and development among global South countries, providing new opportunities for Chinese enterprises [2][5] Group 3 - The global trade landscape is shifting, with China becoming a key trading partner for many countries in the global South, as evidenced by 63 out of 133 members of a representative group having China as their largest trading partner [4][5] - The BRICS countries are projected to become significant players in global oil production, enhancing their economic influence [5] - The rise of Chinese companies in the global South market is expected to provide consumers with more diverse choices and richer product categories [6] Group 4 - The geopolitical risks are increasing, and Chinese companies need to enhance their resilience and establish "geopolitical muscle" to navigate the complex international environment [3][11] - Companies are advised to diversify their supply chains and establish buffer capacities to mitigate risks associated with geopolitical tensions and trade uncertainties [12][13] - The importance of strategic decision-making is emphasized, as companies should not wait for normalcy to return but rather act proactively to seize innovation opportunities [3][11]
刘春雄:经销商已死,时代呼唤运营商
Sou Hu Cai Jing· 2025-06-26 04:19
Core Viewpoint - The traditional role of distributors in China's fast-moving consumer goods (FMCG) industry is undergoing a significant transformation, shifting from mere distributors to comprehensive operators, driven by changes in market dynamics and consumer behavior [2][4][38]. Group 1: Transformation of Distributors - Distributors are evolving from "merchants" to "operators," reflecting a shift in their responsibilities and value in the supply chain [2][4]. - The core competencies of distributors are changing from channel coverage and distribution to operational value, with a focus on empowering terminal businesses [4][38]. - The era of deep distribution, which has dominated for over 20 years, is being challenged as the market moves towards a more integrated and efficient distribution model [10][34]. Group 2: Market Dynamics - The shift in consumer behavior towards more autonomous choices is leading to a migration of traffic from brands to terminals [4][39]. - The rise of digital capabilities is driving a data-driven reconstruction of operations, emphasizing the importance of data in modern distribution [4][39]. - The traditional functions of distributors, such as promotion, order management, and delivery, are being fragmented and reassigned to new types of channel operators [16][29]. Group 3: New Channel Operators - Four new types of channel operators are emerging: B2B platform operators, suppliers, brand operators, and pallet operators, each taking on specific roles previously held by traditional distributors [15][16][20][29]. - B2B platform operators are becoming significant players, focusing on order and delivery services, while suppliers are emerging as direct providers to retailers [16][20]. - Brand operators are tasked with user operation and product promotion, indicating a shift towards a more integrated approach to managing consumer relationships [23][39]. Group 4: Future Outlook - The future of distributors is uncertain, with predictions that many will struggle to adapt to the new operational landscape, potentially leading to a decline in their traditional roles [13][38]. - The transition from distributors to operators is not just a change in name but reflects a fundamental shift in business strategy and market engagement [14][39]. - The industry is at a critical juncture where the ability to operate effectively in the new environment will determine the survival of many traditional distributors [38][40].
爱施德(002416) - 2025年6月16日—19日 投资者关系活动记录表
2025-06-20 09:28
证券代码:002416 证券简称:爱施德 深圳市爱施德股份有限公司 投资者关系活动记录表 编号:2025-004 | | √特定对象调研 | □分析师会议 | | --- | --- | --- | | 投资者关系 | □媒体采访 | □业绩说明会 | | 活动类别 | □新闻发布会 □现场参观 | □路演活动 √其他(券商策略会) | | 上市公司 | 副总裁兼董事会秘书吴海南先生 | | | 接待人员 | 投资者关系经理陈菲菲女士 | | | | 国泰海通证券—陈笑 西南证券—周杰 | | | | 国海证券—卢世伟 | | | | 东北证券—易丁依 | | | | 嘉实基金—张浩嵩 | | | | 鹏华基金—陈金伟 | | | 活动参与人员 | 国投瑞银基金—李研蓉 | | | | 光大保德信基金—唐钰蔚 | | | (排名不分先后) | 深商中汇控股—文郁葱 | | | | 弘源资本—何江威 | | | | 玖金投资—董迎 | | | | Jefferies—Jacky He | | | | Jefferies—Kelly Zou | | | | Manulife—Emily Liao | | | 时间 ...
东方甄选开卖自营卫生巾,上线14小时销量突破30万包:承诺绒毛浆是进口的一次原料
Qi Lu Wan Bao· 2025-06-16 09:52
Core Insights - Oriental Selection launched its self-operated sanitary napkin product, achieving sales of over 300,000 packages within 14 hours of its release on June 16 [1][4]. Product Features - The sanitary napkin is marketed as "pure cotton" and emphasizes safety as the top priority, with strict testing standards [4][7]. - The product promises seven "zero additions," including no alcohol, dyes, preservatives, and formaldehyde, adhering to national safety standards [9][11]. Market Context - The decision to launch the sanitary napkin was influenced by consumer demand, with many users requesting the product since early 2024 [11]. - The market has seen quality issues with other brands, including reports of substandard pH levels and heavy metal contamination, which may have created an opportunity for Oriental Selection [11]. Sales and Distribution - The sanitary napkins are shipped directly from exclusive warehouses via logistics partners like SF Express and JD, ensuring controlled sales channels [11]. - As of March 20, the company reported over 400 self-operated products available for sale, with total sales exceeding 210 million units and a customer base of 30.86 million [13].
消费还在降级吗?
海豚投研· 2025-06-15 11:00
避开品类,是因为社零数据说明消费整体还是不行,唯一增速快的家电、电动车,都有点政策驱动,寅吃卯粮,只能创造出一个新消费的概念。 更尴尬的是,既然搞出一个新概念,就一定要给"新消费"装一个叙事逻辑,实际上,"新消费"板块中,只有潮玩谷子等还算是新新人类的消费,而宠物经济、黄金 珠宝、奶茶果饮、小家电,甚至休闲食品、美妆个护也装进来,这个逻辑就不伦不类了,反而模糊了真正的新消费。 把所有能涨的消费股做成"新消费拼盘",实际上是 A股根深蒂固的赛道投资思维,靠着题材和概念进行选股和投资 ,这放在消费股上,完全是牛头不对马嘴。 雪球2020年度十大影响力用户,私募基金经理 文章来源于:投资类微信公众号 思想钢印 新消费大拼盘 以前消费是按品类分,白酒就是白酒,家电就是家电,现在是把 所有涨得好的消费股拼成一 个"拼盘 ",命名为"新消费"。 以下文章来源于思想钢印 ,作者思想钢印 思想钢印 . "赛道投资"的背后是产业趋势投资,是供给、需求或政策因素的变化,造成行业一荣俱荣,是典型的科技类行业的贝塔机会;而消费股因为下游需求稳定,大部 分都是阿尔法机会。 消费从来都不是一个行业的概念,只是因为过去白酒和食品饮料集中了 ...