In 2026, the most critical keyword for the FMCG industry is not involution or anxiety, but oversupply. Today's industry is not just facing intensified competition; it has entered a new stage of comprehensive surplus: more products, more channels, more traffic entrances, and more marketing actions, yet truly effective growth is becoming increasingly scarce. The old growth logic that relied on channel push, distribution expansion, and promotional spending is rapidly failing. When supply persistently exceeds demand, when shelves become more congested, when consumer attention becomes more fragmented, and when price wars fail to secure genuine loyalty, companies must re-answer one question: In the era of oversupply, where does growth come from? The answer will no longer be found on old maps! It lies in more efficient instant retail systems, more precise scenario reconstruction, and organizational capabilities closer to users, as well as structural opportunities from new variables such as going global, digitalization, AI, and private labels. Therefore, 'Advance Toward the C-End' is not just a trend statement; it is a systematic overhaul that all FMCG companies cannot avoid in the era of oversupply. This time, CFC 2026, the 11th China FMCG Conference, with the theme 'Advance Toward the C-End' , brings together 100+ top industry practitioners and 3000+ FMCG elites to systematically deconstruct the key paths from cognitive upgrade to operational implementation over three days. March 16-18, Chengdu. The conference opens in just 10 days. If you want to truly understand the industry logic in the era of oversupply and find growth paths in the new cycle, you cannot miss this conference!

March 16 · Conference Opening Day

CFC 11th China FMCG Conference (Full Day) In the era of oversupply, the real gap between companies is no longer just scale, spending, and coverage, but who understands users better, who can reconstruct efficiency better, and who can deepen channel operations. 'Advance Toward the C-End' is no longer a slogan but the only way for companies to survive. Therefore, this main forum focuses on how FMCG companies can truly move toward a 'C-end-centric' approach and find growth certainty. Morning Session Speakers: Afternoon Session Speakers: What You Will Gain: √ Strategic judgments and layout directions of leading FMCG brands in the new environment √ New growth drivers and market opportunities in the era of oversupply √ Latest practical experience in channel, organization, and efficiency reconstruction in the FMCG industry √ How corporate organizations can adapt to a user-centric business model Who Should Attend: √ Founders, chairmen, CEOs, and other senior decision-makers of FMCG companies √ Sales directors, channel managers, and channel heads √ Distributors, retailers, and practitioners focused on channel transformation and seeking win-win cooperation with manufacturers √ Internet and service companies deeply involved in the FMCG industry

March 17 · Day Two · Specialized Sessions

CFC 2nd Instant Retail Supply Summit & Warehouse-Store Product Matchmaking (Full Day) In the second half of instant retail, whoever solves 'out of control' will master 'growth.' In the past, it was about dividends, speed, and timing; now it's about supply capability, price order, warehouse-store efficiency, and long-term operational capability. In the era of oversupply, if traditional channels face the challenge of 'can't push,' instant retail truly tests: how to build controllable growth in a higher-frequency, more immediate, and more complex fulfillment system. This forum will directly address the core proposition of 'supply-side reform,' rejecting ineffective involution and building a practical roadmap for controllable distribution. We have invited 70+ top founders and 100+ TOP warehouse-store distributors to engage in in-depth exchanges on key topics such as warehouse-store layout, product selection logic, price management, brand entry, and supply organization, and to bring truly valuable product matchmaking opportunities. Morning Session Speakers: Afternoon Session Speakers: Who Should Attend: √ Brand owners' instant retail heads, e-commerce directors, and new channel heads √ Lightning warehouse, front warehouse, and instant retail platform operators √ Distributors and supply chain service providers seeking transformation What You Will Gain: √ Key changes happening in the instant retail supply system √ Cooperation models and product selection logic between leading brands and warehouse-store systems √ Direct matchmaking opportunities with top founders and TOP warehouse-store distributors Parallel Forum 1: Scenario Marketing · From Shelf to Life (Morning) In the era of oversupply, consumers don't lack products; they lack reasons to buy. When shelves are fuller, products more homogeneous, and promotions more frequent, relying solely on distribution and price stimulation is increasingly difficult to generate effective growth. What truly helps brands escape involution is not just running activities, but rebuilding the connection between products and life. This is the value of scenario marketing. This forum will focus on one core question: how to make products go from 'being seen' to 'being needed.' We have invited: What You Will Gain: √ Systematic methodology of scenario marketing, learning how to use scenarios to create consumption reasons √ Real cases of scenario ignition shared by frontline brand operators √ New paths to escape price wars and achieve high product premiums Who Should Attend: √ Brand marketing directors, marketing heads, and executives √ New consumer brand founders seeking differentiated breakthroughs √ Third-party marketing and brand consulting agencies Parallel Forum 2: Manufacturers Building a C-End 'Command Center' (Afternoon) Over the past few decades, the operational core of China's FMCG industry has revolved around the 'B-end' (distributors, wholesalers, and retail points). But today, what truly determines growth quality and operational efficiency is increasingly whether companies have the capability to continuously understand, connect with, and operate the C-end. This forum will focus on 'Building a C-End Command Center,' exploring how companies can achieve a comprehensive transformation from 'B-end-centric' to 'C-end-centric' through changes in business philosophy, organizational strategy adjustments, digital tool empowerment, and performance system reconstruction. We have invited: What You Will Gain: √ Key steps and pitfall avoidance guide for building a C-end-oriented organization √ How digital tools can empower C-end operations and performance reconstruction √ New models for brand-distributor collaboration in serving the C-end Who Should Attend: √ Founders, CEOs, sales VPs, and other senior decision-makers √ Marketing heads and user operations heads √ Digital transformation heads and CIOs Discussion Forum 1: Changes in Retailer-Supplier Relations Under Supermarket Adjustments (Morning) As supermarket adjustments deepen, the industry urgently needs to shift from superficial display upgrades to a re-examination of operational essence. In the past, retailer-supplier relations often revolved around fee negotiations, resource swaps, and short-term sales; in the new round of supermarket adjustments, more retailers are returning to a basic question: Whose products can stay on the shelves long-term, and why? Behind this is not just procurement decisions, but also the reconstruction of category efficiency, supply chain capability, and channel value division. This forum specially invites senior brand executives, regional retail executives, and industry experts to cut through the hype of adjustment trends, directly address the survival proposition of 'who stays on the shelf,' re-explore the supply chain value of 'category management,' and share frontline real practices and calm reflections.

  • How can retailer-supplier relations shift from 'fee-driven' to 'efficiency-driven'?
  • How can category management become a core tool for retail-brand collaboration again?
  • How will the role of distributors change in the new retailer-supplier relations? No conceptual trends; only real frontline issues. We have invited: What You Will Gain: √ Understand the core logic behind supermarket adjustments √ Master the practical application of category management in the current retail environment √ See the new division of labor in retailer-supplier relations, and the value positioning of brands, retailers, and distributors in the new system √ Real cases from frontline retailers and distributors, understanding the challenges and opportunities in actual implementation of adjustments Who Should Attend: √ Brand sales heads and KA directors √ Regional chain supermarket GMs and procurement directors √ Distributor owners and supply chain heads Discussion Forum 2: FMCG Going Global: Channel Development (Afternoon) Amid involution, going global is no longer an elective but a mandatory question for growth. But the reality is that many companies have completed the first step of going global but remain stuck at the cross-border e-commerce or trade order stage, unable to enter local mainstream consumption channels. What truly determines a brand's long-term development overseas is not short-term sales, but whether it can establish a stable local sales network. For FMCG, this means entering local distribution systems, retail channels, and consumption scenarios. From large North American supermarkets to Southeast Asian regional chains to rapidly growing modern trade in Latin America, overseas markets are presenting numerous structural opportunities. This forum will go beyond the single cross-border e-commerce logic, focusing on how Chinese FMCG brands can truly enter overseas mainstream channel systems. We have gathered 50+ overseas core channel resources, bringing together frontline distributors and retail buyers from Southeast Asia, North America, Africa, and other regions, providing precise matchmaking opportunities on-site. No armchair strategizing; practical experts will deeply deconstruct the path to building a 'localized sales network,' from tariff compliance to profit structure design, helping you open the key path to entering overseas mainstream supermarkets and build a replicable, implementable global sales position. We have invited: What You Will Gain: √ Access standards and negotiation points for overseas mainstream channels √ Practical experience in building localized sales networks (tariffs, compliance, profit design) √ Opportunities to connect with 50+ overseas channel distributors, retailers, and traders Who Should Attend: √ FMCG brand founders, international business heads, and overseas channel heads √ Overseas channel heads, buyers, and distributors √ Cross-border service providers such as overseas warehouses, logistics, and payment Discussion Forum 3: Digitalization and AI Reconstructing Growth (Morning) Over the past decade, digitalization mainly addressed efficiency issues: improving operational efficiency, reducing management costs, and optimizing supply chain processes. With the rapid development of AI technology, FMCG companies are facing a new stage: AI is no longer just a tool; it is becoming a key variable reshaping business operations. From marketing content generation to user data analysis to supply chain forecasting and business decision support, more companies are trying to embed AI into actual business processes. But at the same time, many companies face practical confusion:
  • Where should AI be introduced in the business process?
  • Which application scenarios truly generate value?
  • How can companies avoid the dilemma of large technology investment but minimal business change? This forum will invite frontline practitioners from technology companies, data institutions, and FMCG brands to share AI implementation experiences in real business environments and discuss how companies can progress from digital tool application to AI-driven operational upgrades. We have invited: What You Will Gain: √ AI implementation cases in FMCG marketing, supply chain, and user operations √ How to choose suitable digital tools and AI solutions for your company √ AI advancement paths from cost reduction and efficiency improvement to business reconstruction Who Should Attend: √ Corporate digitalization heads, CTOs, and CIOs √ Marketing heads and e-commerce directors √ Managers looking to drive corporate digital upgrades √ Digital service providers Discussion Forum 4: Challenges and Opportunities of Private Labels (Afternoon) When retailers both sell and define products, how should brands respond? Private labels have evolved from a retailer's bonus item to a hard variable affecting brand business. The change is not just an additional competitor; it's that retailers are upgrading channel advantages into systematic control over product definition, price band rules, and traffic allocation. This means brands now face competition not just from other brands, but from a new type of opponent that simultaneously controls channels, data, and product development capabilities. At the same time, the rise of private labels is reshaping retailer-supplier relations. Some brands face more direct competitive pressure in price bands and basic categories, while others are finding new cooperation space through differentiated products, joint development, and supply chain collaboration. This forum will focus on the industry changes brought by private labels, discussing how brands and retailers can find a new balance between competition and cooperation. We have invited: What You Will Gain: √ See the impact map of private labels on categories and price bands √ Offensive and defensive strategies for brands against private labels (product matrix, channel differentiation) √ New win-win cooperation models for brand-retailer joint development and standard co-creation √ New opportunities for brands, retailers, and supply chain companies in the private label ecosystem Who Should Attend: √ Brand product directors, channel heads, and strategy development departments √ Retailer private label development heads and procurement directors √ ODM/OEM factory heads

March 18 · Day Three

CFC 6th China FMCG Distribution and Retail Conference (Full Day) In today's environment of abundant supply and highly differentiated demand, China's distribution system is undergoing a deep structural reshaping. The real issue is never about eliminating middlemen, but evolving them. The key questions for the next decade are:

  • What kind of distributors does the industry actually need?
  • Where will the core value of distributors come from?
  • Who can play key roles in the new distribution system? This is not just a correction of industry cognition, but also an exploration of the essence of growth. Against the backdrop of supply oversupply, we will guide you through the fog to find certainty for the next round of growth. Morning Session Speakers: Afternoon Session Speakers: What You Will Gain: √ Understand the latest changes in retail structure √ See the changing role of distributors in the new distribution system √ How to build manufacturer-distributor relations in the new environment √ Practical experience in distribution and retail collaboration across different regional markets Who Should Attend: √ Supply chain heads of retail companies √ Distributor owners, successors, and operations heads √ Brand sales directors and channel management heads √ Supply chain service providers and B2B platform practitioners

Other Activities

This is the biggest FMCG industry event at the start of 2026, held only once a year! It is the strongest convergence of new trends, new directions, new thinking, new cases, and new opportunities for the industry, bringing the strongest intellectual feast! A grand gathering for FMCG professionals—you must be there!