Category: fmcg | 雜貨業務 | 소비재 | 食料品事業

FMCG or fast moving consumer goods sprang out of the mass industrialisation. Brands sprang up originally as a guarantee of quality. Later on as these brands needed to be promoted, we saw the foundation of the what we think of as modern marketing and advertising.

Today media and entertainment takes up an increasing amount of the household spend, as does housing, but FMCGs are a crucial part of their essential and disposable income spend.

They have nostalgia wrapped up in them, distinctive aromas, taste and packaging designs. From the smell of my Granny using so much Pledge on the TV that I was surprised it didn’t burst into flame to the taste of Cidona and texture of Boland’s Fig Roll biscuits in my mouth.

The sound of their advertising jingles was the soundtrack of my childhood. Digital advertising is largely rationale, it lacks the fluent devices that provide the centre to advertising and made FMCG advertising iconic. Fluent devices like the Peperami ‘Animal’, the M&M characters or the Cadbury Smash robots were embedded in deep marketing research. FMCG brands still sponsor the best research in marketing science.

I had the good fortune to work inhouse at Unilever and agency-side for their brands. I also managed to work on Coca-Cola and Colgate during my time in Hong Kong.

  • George Gilderism + more things

    George Gilderism

    An interesting debate on what I would term “George Gilderism” of the techno-utopia is just around the corner versus the concern that innovation is slowing. George Gilder is the author of Telecosm; which encapsulated techno-utopian optimism at its peak in the mid-1990s; just as the web was coming into its own. ‘George Gilderism’ has since been brought to issues such photo and video imaging through to a blockchain based web.

    I’ve been making my way slowly through The Rise and Fall of American Growth which makes a convincing argument against ‘George Gilderism’. Stewart Brand in his work The Whole Earth Discipline makes a tepid case for ‘George Gilderism’. Kevin Kelly’s What Technology Wants suggests that technological progress almost has a will to happen. And that will or technium as he puts it is running at increasing cadence which seems to counter the idea of slowing innovation. Kelly doesn’t make a compelling case for ‘George Gilderism’ either, technological progress brings its own problems. Innovation runs at different speeds at different times, in different fields.

    Here’s Intel executive Stacy Smith on what would have happened to the car industry if it had been able to reap the benefits of innovation in the same what the semiconductor field had:

    If you apply the same metric to something like gas mileage, it says you could drive to the sun from Earth on a single gallon of gas.’

    If there were a Moore’s Law in the car industry, you could drive to the sun on a gallon of gas – MarketWatch (April 1, 2017)

    Noah Smith makes the case for optimism here: Answering the Techno-Pessimists (complete) – Noahpinion and the Applied Divinity Studies blog makes the case for the great stagnation – Isolated Demands for Rigour in New Optimism | Applied Divinity Studies

    Finance

    The rise of crypto laundries: how criminals cash out of bitcoin | Financial Times – so it’s a threat to offshore financial industry? There are so many things wrong with cryptocurrencies, but this seems like an odd flaw to pick on.

    Share price ‘pop’ in US IPOs falls by half | Financial Times – this could be a good thing, as it shows that IPOs are closer to being optimally priced rather than management teams leaving a large amount of money on the table

    FMCG

    Nestlé document says majority of its food portfolio is unhealthy | Financial Times – they’re ok in moderation, but this will bring in a lot of shareholder pressure

    Ideas

    We Need More Public Space for Teen Girls – Bloomberg – “We had nothing to do and there was nowhere to go. So we’d go and hang out on the swings in the early evening and chat as the light slowly faded into dusk. It was better than sitting around at home.” – but why are spaces failing now where they didn’t in the past? I talked this through with a few friends of both genders who thought it odd. It sounded more like a law enforcement issue around public safety than a space issue. I could see an argument for a safe online space, for girls, boys and everyone in between – but that comes with its own complexity. I thought that the problem was that kids are the PlayStation generation or have their lives stuffed with activities by middle class parents.

    BUSINESS: Warren Buffett sinks climate measure, says world will adapt – www.eenews.net – completely missed this when it originally came out. On a related note I was listening to a podcast interview with Niall Ferguson promoting his book Doom and he mentioned that we have seen remarkably little volcanic activity over the past 200 years. When that picked up again, we could be dealing with global cooling. (This also explains why when I was a kid; the concern wasn’t global warming, but a new ice age). But even at that time, although the media missed it; the general consensus that carbon dioxide causing global warming was a bigger effect than short lived particles in the air reducing sun and causing global cooling. Even Richard Turco’s A Path Where No Man Thought which posited the idea of a nuclear winter has been proven wrong in subsequent analysis. There may be some cooling effect but not the kind of effect envisaged by massive nuclear conflicts.

    Xi Jinping on external propaganda and discursive power – China Neican 内参 – aka more and better Wolf Warrior. It was interested that this was misinterpreted by many people as a softening in tone by China. The reality is that the CPC views everything in terms of struggle, which is means their strategic approach is like a ratchet. It was interesting to read alongside the below article in The Spectator

    China is not as strong as it appears | The SpectatorThe truth is that China is not as strong as it appears. As the Stanford scholar Elizabeth Economy points out, the country spent $216 billion on domestic security in 2019 — three times its expenditure of a decade before, and even more than what it spends on the People’s Liberation Army. Yet if Beijing’s internal problems continue to get worse, it will fall back on nationalism as a source of legitimacy. This will not be a comfortable experience for the West. ‘Communist China is bad, Han nationalist China will be worse,’ – the party is already validated by Han nationalism and has been a good while, so this worst case scenario is already here.

    Intellectual property

    Maine man sues his company, claiming it allowed Chinese access to US trade secrets | War Is Boring

    Luxury

    Busan’s Rich Have Only Malls to Spend Money on – The Chosun Ilbo

    Marketing

    Miller Lite, New Balance team up on ‘dad shoe’ beer koozie | Marketing DiveThrough the Shoezie, Miller Lite is hoping to appeal to the middle-aged men who represent an important cohort of beer drinkers and those who embrace dad fashion, which has become a trend as consumers retro looks. New Balance’s 624 Trainer — the model on which the koozie is based — is referred to as the classic “Dad Shoe” in the announcement. DDB San Francisco organized a modeling session for the Shoezie in which dads were placed in typical dad scenarios, such as cleaning the garage and searing a steak. By combining these elements of dad culture, Miller Lite is taking a lighthearted, relatable approach to Father’s Day

    Modern brands have forgotten that good ad slogans work (rest and play) | Business | The TimesLloyds Banking Group, Pepsi and the food division of Marks & Spencer have brought some or all of their marketing in-house, partly as a cost-saving exercise. But partly, as Richard Warren, Lloyds’ head of marketing, claims: “No one can write in ad agencies any more.” Ouch. – So much here in factors causing this move. Relentless cost cutting has reduced agency talent bench, if you’re 40 you’re done. Agency focus on disruption and innovation over craft because of the media buying profits offered from online.

    Retailing

    How the Depop generation thinks | Vogue Business – so a lot of similarities with earlier generations at their age then. the Etsy acquisition of Depop is more about consolidating crafting and thrifting rather than a generational play per se.

    Tymbals – The edge @ ROI – The latest wonder to be rolled out of Nigel Scott’s RoboVC investment model. The DTC Dropship Arbitrage for evaluating the relative efficiency of eCommerce biz models

    Security

    Polish trial begins in Huawei-linked China espionage case | Reuters – Huawei, which fired Wang after his arrest but has helped finance his legal fees, told Reuters in a statement last month that its activities are “in accordance with the highest standards of transparency and adherence to laws and regulation.” – some interesting bits in the article. First of all, Huawei picking up a good deal of the legal fees for an employee that they ‘fired’. Secondly, Wang was interested in tapping of military optical fibres in Poland, which hints at technology theft and the depth of military and intelligence alliance between Russia and China

    Technology

    Huawei’s HarmonyOS: “Fake it till you make it” meets OS development | Ars Technica – All the evidence points to HarmonyOS being built on top of Android; but with Android mentions removed. Knowing Huawei they are probably violating GPL as well

    RISC vs. CISC Is the Wrong Lens for Comparing Modern x86, ARM CPUs – ExtremeTech

    Telecoms

    Bandwidth Boosts Could Help Unclog Space Communications | EE Times 

    Web of no web

    Killer drone ‘hunted down a human target’ without being told toThe March 2020 attack was in Libya and perpetrated by a Kargu-2 quadcopter drone produced by Turkish military tech company STM “during a conflict between Libyan government forces and a breakaway military faction led by Khalifa Haftar, commander of the Libyan National Army,” the Star reports, adding: “The Kargu-2 is fitted with an explosive charge and the drone can be directed at a target in a kamikaze attack, detonating on impact.” – At the start of my agency career, autonomous software agents would aid the consumer. I had a German dot com client called DealTime who had a Windows-only app for consumers. It would go out and find the best price on the web for items that they where interested in and keep an eye on those prices over time. Now we have Amazon and suicide drones.

  • Hydrogen & more stuff

    Max Fujita, head of European hydrogen fuel cells at Panasonic, discusses the importance of hydrogen technology. Hydrogen is the most widespread chemical element in the universe and could play a significant role in achieving zero net emission and other goals such as wind and geothermal power. Hydrogen is important for more environmentally friendly steel mills and foundries. It even offers a solution for the range anxiety caused by lithium ion battery cars.

    The Asia Society have a video on the story behind the Japan traditional craft revitalisation competition. If you read Monocle you will be well aware of Japan’s strength in traditional crafts, often within centuries old businesses. More Japan related content here.

    Interesting observations on culture and remote working. Interesting where they are talking about a culture crisis. For the past five years before the pandemic I saw company cultures changed as noise cancelling headphones went on and desks turned into long benches. This ironically damaged company culture. The pandemic shook up office space again, with the home office. I was quite fortunate as I had pretty much everything I needed after freelancing. But I did a lot of Zoom calls with people punched on the end of their bed. The range of views in this series of interviews shows that there will be wide mix of responses.

    Finally as a curry cup noodle fan, this next story appealed to me. Nissin (who make the iconic Cup Noodle) has a new strategy in the sustainability game by eliminating the “lid closing seal,” a thin strip of sellotape type material that holds your noodle cup closed while the ramen is cooking in boiling water. This very small change will save an estimated 33 tons of plastic waste per year produced by Nissin. Instead the lid will be held shut by two ‘ears’ on the lid film.

  • Guo chao

    2008 and guo chao

    2008 was the best and worst of times for Chinese brands. The Beijing olympics was supposed to spur national pride. Included in this national pride was pride for Chinese brands – guo chao. Chinese athletics brand Li Ning took centre stage in the opening ceremony, screwing over Olympic official partner Adidas. For other olympics ambush marketing is severely restricted, but this was a national champion in China. Chinese pride usually means someone else’s humiliation, in this case Adidas.

    Right after the Olympics in September that year, a major food adulteration scandal became public. Over 300,000 babies were harmed when melamine was added by baby formula. The reason why this was done was to boost its ‘protein content’ in tests. The main brand in focus was Sanlu – a local milk powder brand. Subsequent tests found that adulterated powder had been sold around the world, by multiple Chinese brands.

    Chinese consumers hoovered up milk powder all over the world. Several countries and Hong Kong had to limit milk powder purchases, due to Chinese tourists and intermediaries cashing in on the demand for safe milk powder. During 2013, I was working behind the scenes at an agency for FrieslandCampina to try and combat the shortages in Hong Kong. The ban has been put in place indefinitely.

    Move forward a decade and guo chao is mainstream

    Everything is political, this is even more so in China. With the rise of Xi Jingping he sought to stop Chinese ‘irrational worship of the West‘. There are well loved domestic legacy brands in China, a prime example would be White Rabbit candy.

    white rabbit
    Guo chao brand ‘White Rabbit’ candy

    Along with this inflated Han nationalism has gone a pride in domestic brands. Huawei handsets are as expensive, if not more so than Samsung and Apple – which equated to a perception of similar quality. The fact that Chinese live most of their online lives inside WeChat dulls the difference in software. The operating system is no longer important. This is similar to the vision that Jim Clark had for the Netscape browser. If apps were on the web and ran through the browser, that would negate the stranglehold Microsoft Windows had on corporate and personal computing.

    Young adults in China now favour products with Chinese cultural designs and products made in China – guo chao. In one survey 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. Design and colour choice is particularly important: doesn’t just mean “made in China” but embracing traditional Chinese elements and inciting national pride. Foreign brands have struggled to maintain market share. Guochao brands have built a good consumer reputation and market share by relying on the advantages of lower price, practical and competitive levels of quality. They have also suffered from the perception of being a copy or imitation of more expensive brands. Domestic brands have managed to use e-tailing to get over established foreign brand advantages in market penetration. More consumer behaviour related content here.

  • Military civil fusion response + more

    Military civil fusion

    How Should the U.S. Respond to China’s Military Civil Fusion Strategy? | ChinaFileOver the past four years, the U.S. government has invoked military civil fusion (MCF) to justify a range of policies. For instance, MCF was among the rationales for the reform and expansion of export controls to include certain “emerging” and “foundational” technologies, as well as for the addition of companies and universities to the “Entity List” and “Unverified List” that the Department of Commerce maintains. The Trump administration partially justified attempts to ban WeChat and TikTok from the United States through initial claims about the companies’ alleged linkage to MCF. Moreover, a presidential proclamation on Chinese students and researchers studying in the United States cited students’ proximity to entities engaged in MCF as grounds for denying or revoking visas – military civil fusion is probably one of the biggest things that will affect innovation over the next couple of decades. It will shape the prioritisation of innovation topics in the west as a reaction to what happens in China.

    Luxury

    The Limits of Luxury Livestreaming | Jing Daily 

    Marketing

    Bitcoin declined substantially in value this week. The inciting incident seems to be Elon Musk waking up to the environmental impact of cryptomining. Papa Johns Pizza put out an offer in the UK which seems to bet a rise in the value of bitcoin.

    Promotional offer from Papa Johns Pizza UK

    This offer could democratise ownership of bitcoin, but it’s unlikely. Instead it feels like a PR driven story that could turn into the Hoover’s free flight debacle of 1992. It is apparently to celebrate Bitcoin pizza day.

    Media

    What the ephemerality of the Web means for your hyperlinks – Columbia Journalism Review – really interesting findings, though I am surprised that the percentage link rot is only 25% – I was expecting it to be much higher given the range of years covered. When you have 72% link rot from 1998, it gives a counterpoint to ‘on the web is forever’. My friend Ian often talks about how he can’t find a video demonstration of Orange’ home of the future from the dot com era. This data supports his empirical experience. The work that the Internet Archive do is immensely important. But it misses the interconnectivity between content; which is an important part of the medium and the context of online.

    These Ex-Journalists Are Using AI to Catch Online Defamation | WIRED – so you’ve spotted it, what next?

    Security

    The Full Story of the Stunning RSA Hack Can Finally Be Told | WIRED – interesting story that foreshadowed the SolarWinds breach a decade later

    Technology

    New 2021 Ford Focus RS hot hatch axed | CAR Magazine – interesting story. It implies that motor companies won’t be able to do niches and halo cars. This will have a knock on for suppliers, forcing consolidation. It also has implications in terms of the need for design houses and design teams, motorsport participation and brand differentiation. And the software aspects of car experience looks even worse for the consumer – ‘The uncomfortable future of in-car upgrades has begun’ | CAR Magazine

    Ford’s Ever-Smarter Robots Are Speeding Up the Assembly Line | WIRED – up to now manufacturing robots have been programmed to do a series of movements, not that dissimilar to a CNC machine. This means that they are intolerant of inconsistency. Ford, Nissan and Toyota are looking to use machine learning to handle inconsistency. The man on the line is fine if his screwdriver, is placed in roughly the same place as it was when he put it down. He or she doesn’t mind what part of a bolt they pick up in the parts bin. Yet that kind of thing requires a lot of machine learning work for robots. It will be incremental gains on tasks like this that moves automation forwards

  • JTI + more things

    JTI

    Tobacco giant JTI placing stealth adverts for its brands on Facebook and Instagram — The Bureau of Investigative Journalism – some of this stuff by JTI is pretty fiendishly clever in strategy and execution. I would have expected to be done by the likes of JTI in emerging markets and Eastern Europe rather than Germany. More related content here.

    China

    China’s soft power in Europe: falling on hard times | Merics 

    Revealed: residency loophole in Malta’s cash-for-passports scheme | Malta | The GuardianHenley’s files reveal that in the early years of the scheme, many applicants told the government upfront that they planned to develop only the most superficial links to the country, with most disclosing that they planned to spend just a few weeks in Malta during the supposed 12-month residency period

    US Sanctions Help Crack Malaysian Crime Ring — Radio Free Asia“This continues a pattern of overseas Chinese actors trying to paper over illegal criminal activities by framing their actions in terms of China’s Belt and Road Initiative (BRI), the China Dream, or other major initiatives of the CCP [Chinese Communist Party],” the government agency said, referring to China’s ambitious program of building a modern-day Silk Road through a network of infrastructure projects stretching through Southeast Asia, South Asia and elsewhere.

    Hong Kong

    Wells Fargo plans to shift Asian hub from Hong Kong to Singapore | Financial Times – The plan would involve slowly building up Singapore as Wells Fargo’s Asian hub through a mixture of new hires and redundancies in Hong Kong, according to four people with knowledge of the matter. It would still maintain a presence in the territory. One former employee said the plan was dubbed internally “project sun”.

    Luxury

    Social CRM in China: Inciting Engagement, Gaining Meaningful User Insights 

    Longchamp CEO Jean Cassegrain: “We Need To Continue To Stay Relevant.” 

    The mystery mansion near Calgary that has everyone talking – Macleans.caClass is something polite Canadians avoid discussing. We think of our country as comparatively classless, and we manage the cognitive dissonance presented by the haves and have-nots of housing by requiring our rich people to keep quiet. They should wear clothes that are well-cut and well-designed, but not flash. Buy the multi-millionaire’s car, but paint it in a sedate hue. Wealthy neighbourhoods should feature winding streets with mature trees and large lots, the better to conceal the true size of the homes built upon them

    Inside the ‘digital cleanse’ companies taking on cancel culture | Financial TimesFormer Sainsbury’s boss Justin King, one of The Marque’s clients, tells me that part of the appeal of having an SEO-optimised profile was that he was sick of people looking him up on Wikipedia and emailing him to ask if he was the guy who took away the Christmas bonus. “Forever, my Wikipedia profile will tell you that I’m Scrooge,” he says. “The idea that you could keep a single source of truth in one place – my truth about me and what I do – was very appealing.” – the idea of SEO as a ‘luxury’ good is interesting. More related content here.

    Marketing

    Facebook advertising chief worried about whether it overstated reach | Financial Times – “We are going to get really criticized for that (and justifiably so),” she said. “If we overstated how many actual real people we have in certain demos, there is no question that impacted budget allocations. We have to prepare for the worst here.” Two months ago, other documents in the case revealed that the Facebook product manager in charge of the reach metric said in an internal email that the company had made “revenue we should have never made given the fact [the metric is] based on wrong data

    Media

    Daily Mail owner sues Google over search results – BBC News 

    Security

    Facebook PR Memo: Company to Downplay ‘Scraping’ Data Leaks 

    Tools

    How to access a Mac remotely to help friends or family members | Macworld 

    MANUZOID – every manual you could imagine online