In recent years, channel hot topics have been frequent: last year Uni-President laid out a 'second network', and this year Nongfu implemented a key account system. Recently, Food Business learned that Want Want is vigorously promoting an 'individual distribution' business model to explore new markets. What exactly is this about?

1 What exactly is the 'individual regional distribution' model? In the past two years, with the continuous evolution of the food industry, changes in people's purchasing methods, and intensifying market competition, traditional distributors face significant financial and cost pressures. Under such circumstances, the 'individual distributor' form, distinct from traditional distributors, has gradually emerged. So, how does Want Want's 'individual regional distribution' differ from the traditional agency model?

According to our sources, individual regional distribution allows agents to sell within their own region through their social circles (relatives, colleagues, friends, classmates, etc.), using person-to-person, door-to-door sales models, as well as ground promotions in communities and campuses or online tools (WeChat, Weibo, etc.). The sales targets of individual agents are mainly households, schools, and workplaces in their responsible area.

If you are a first-level agent in your area, you can continue to develop second-level product agents in communities, campuses, and other areas below.

2 Specially launching 8 family-pack products for 'individual regional distribution' Different from products distributed by traditional distributors, Want Want Group has specially launched the following family-pack products for individual agents.

1. Want Want Baby Small Mantou Specification: 16g*25, retail price: 25 yuan per bag.

2. Want Want Fish Stick Specification: 30g*4, retail price: 10 yuan per pack.

3. Want Want Tree Ring Cake Specification: 280g, retail price: 38 yuan per box. Want Want mentioned in its semi-annual report this year that in the second half of the year, it will successively launch new products such as Tree Ring Cake in the snack food category, leveraging the Want Want brand advantage to expand consumer groups. At the same time, it plans to launch new products in some blank markets using the Heipi brand and the group's remaining production capacity.

4. Want Want Vitamin C Soft Candy Specification: 200g, retail price: 30 yuan per bottle.

5. Want Want Qiao Xing Cake Specification: 21g*10, retail price: 10 yuan per pack. Flavors include milk and chocolate.

6. Want Want Baby Milk Candy Specification: 160g, retail price: 10 yuan per pack.

7. Want Want Tiao Dou Specification: 23g*12, retail price: 20 yuan per pack. Available in three varieties: peas, seaweed peanuts, and aftertaste broad beans.

8. Want Want Hou Shao Seaweed Specification: 235g, retail price: 15 yuan per pack.

It is understood that since the model was launched in July this year, it has entered communities and campuses to carry out agent recruitment activities. Currently, the first batch of pilot cities mainly include: Shenzhen, Shanghai, Changsha, Hainan, Guangzhou, Hangzhou, Hefei, Nanjing, Nanning, Wuhan, Suzhou, and other online cities.

3 Channels and markets are constantly changing; what signals does this release? Seeing this reminds us of the 'second network' that Uni-President built last year. The second network is a batch of new distributors added on the basis of Uni-President's original distribution network. These people only distribute Uni-President's new products, and they do not conflict with the original distributors in terms of channels and regions, which can achieve expansion in coverage while avoiding mutual competition among their own customers.

Although Want Want's individual distribution model is different from Uni-President's second network, both can be seen as a direction for corporate transformation under market competition and cost pressure, and can also be considered an important step for companies to proactively sort out their product structure.

Today's channels and markets are undergoing unprecedented changes. Traditional thinking and models can no longer keep up with the pace of the times. Both food companies and retail giants are adjusting to cope with the changes. This clearly shows us the arrival of the Distributor 4.0 era.

With the advent of the consumer sovereignty era, the fragmentation of channels, the popularization of mobile internet technology, and cross-border competition and integration, distributors are ushering in the fourth stage of development, which can be temporarily defined as 'life service providers'. In the 4.0 era, distributors are no longer 'water sellers or milk sellers', but service platforms that discover consumer and terminal needs and meet them through product and service combinations. Through comprehensive means such as WeChat business, local e-commerce, community marketing, and vending machines, they provide users with demand solutions.

Source: Food Business

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