Core Viewpoint - The article discusses the practice of mandatory product bundling by manufacturers in both the luxury goods and fast-moving consumer goods (FMCG) industries, highlighting the implications for distributors and the evolving market dynamics [2][6][10]. Luxury Goods Industry - In the luxury goods sector, it is common for customers to be required to purchase additional products to gain access to desired items, such as Hermes bags [2][4]. - This practice is rooted in the scarcity of luxury products, where limited quantities are allocated to each store, necessitating a bundling strategy to prioritize access [2][12]. - The perception of fairness regarding this practice is largely unchallenged within the industry [5]. Fast-Moving Consumer Goods (FMCG) Industry - In the FMCG sector, mandatory product bundling is also prevalent, particularly among leading brands and their best-selling products [6][7]. - Manufacturers justify this practice by citing the need to balance market demand across regions and to promote new products alongside established ones [6][12]. - Distributors have mixed reactions, with some accepting minor bundling while others express frustration over receiving unsellable products [8][9]. Market Dynamics and Challenges - Recent trends indicate a growing discontent among distributors regarding mandatory bundling, particularly as demand for best-selling products declines [10][12]. - The oversupply of products and decreasing consumer demand have eroded the unique advantages of leading brands, making mandatory bundling more contentious [12]. - Brands may bundle slow-moving products with popular items to manage excess inventory and maintain a balanced product line, but this can strain distributor relationships and impact sales performance [12][14]. Financial Implications for Distributors - Mandatory bundling can lead to increased inventory pressure for distributors, tying up capital and complicating cash flow [14]. - The challenge of selling non-popular products may require additional promotional efforts, which can diminish overall profitability [14]. - Distributors are encouraged to assertively refuse unreasonable bundling demands to protect their business interests and maintain market confidence [16][17][19].

Core Viewpoint - The concept of "brand" is evolving, and traditional brand departments may become obsolete as companies adapt to new communication methods with consumers [1][3][4] Group 1: Brand Department Changes - JD.com has dissolved its brand department, transferring responsibilities to the marketing department, indicating a shift in how brands are managed [1] - The traditional functions of brand departments, such as visual material management and brand promotion, may no longer be relevant in the current market [2][3] Group 2: The Necessity of Brands - Despite changes, brands are still essential as long as companies need to communicate with target customers [4][5] - In a market economy where consumer choice is vital, brands help reduce decision-making costs for consumers [112] Group 3: Understanding Brands - Definitions of brands vary widely, from being mere symbols to complex images that encompass various attributes [10][11] - Ultimately, a brand must attract target customers, which is the fundamental goal for businesses [18][20] Group 4: Key Factors for Business Success - Successful businesses must provide products that meet consumer needs, persuade customers to exchange value, and ensure costs are lower than revenues [25][66] - Understanding consumer needs and effectively communicating value are critical for business sustainability [39][45] Group 5: Brand Formation - Brands are formed through a combination of product experience, customer trust, and consistent messaging across all company functions [82][83] - The effectiveness of a brand is not solely dependent on the brand department but requires a unified effort from the entire organization [90][92] Group 6: Case Study of Brand Success - The case of "巧油坊" demonstrates that effective branding can be achieved without traditional advertising methods, relying instead on personal engagement and trust-building [96][110] - The success of this brand illustrates that brands can thrive by addressing consumer needs and establishing credibility through direct communication [102][104] Group 7: The Future of Branding - The traditional methods of brand building, such as TV commercials, are becoming less effective as consumer behavior changes [113][115] - Companies must adapt to new communication strategies that resonate with modern consumers to remain relevant in the market [118]