The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference are now 6 days away. From March 17-19, 2025, the 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be grandly held in Chengdu! This conference is hosted by New Distribution, co-hosted by Anneng Zhilian; co-organized by Zhoupu Data and Mingren Soda Water; specially sponsored by Abstract, Castel, and Chunguang Food; with media support from Xinchao Media. China Resources Snow, Hsu Fu Chi, Mondelez, Yili, Mengniu, C&S Paper, Tsingtao Beer, Lee Kum Kee, Bottle Planet, Budweiser, Three Squirrels, Sour Plum, Colgate, and other 130+ well-known FMCG brands, along with their executives and department directors, will gather in Chengdu to participate in this industry event.

Highlights of this conference:

1. The largest FMCG thought feast at the beginning of 2025

Centered on the theme "New Order · Symbiosis", it explores the opportunities for brand owners, distributors, retailers, and industry service providers at the crossroads of the "collapse of the old order" and the "reconstruction of a new order" in China's FMCG industry. Over 3 days, 80+ guest speakers will share insights, including one main forum, one hard discount conference, one distributor conference, and over ten sub-forums and closed-door exchange sessions. Cutting-edge trend insights, retail transformation thinking, practical case sharing, and manufacturer-distributor resource matching—the largest FMCG industry event at the start of 2025!

2. Exclusive industry reports released and interpreted on-site

At this year's conference, we will release and interpret two major industry reports on-site. The first report, "2024-2025 China FMCG Channel Transformation Research Insight Report," is based on a broad survey conducted by the New Distribution team of 85 well-known brand owners nationwide, analyzing their response strategies, underlying logic, and future plans in the context of the current major transformation of offline retail channels.

The second report, "2025 Brand Owner & Regional FMCG B2b Platform Cooperation Strategy Insight Report," systematically reviews the development trajectory and core value of regional FMCG B2b platforms, providing brand owners with actionable B2b platform cooperation strategies and case analyses from a practical perspective.

3. 2,000+ FMCG industry elites, including brand owners, distributors, and retailers, gather for the event

Executives from 130+ well-known FMCG brands such as China Resources Snow, Hsu Fu Chi, Mondelez, Yili, Mengniu, C&S Paper, Tsingtao Beer, Lee Kum Kee, Bottle Planet, Budweiser, Three Squirrels, and Colgate; 100+ retail enterprises including China Resources Vanguard, Biyouyou, Leerle, Aizhekou, Aotele, Xinjiayi, Jiajiayue Haohuixing, HotMaxx, Yonghui, Snack Premium, Dayu Jingxuan, Jintong Supermarket, and Jike Convenience; 500+ regional leading distributors such as Xi'an Jiapin Yunshi, Luoyang Hecai Trading, Xuzhou Jintong Food, Suzhou Dunhua Trading, Tangshan Yihe Trading, Zhejiang Huihua Food, Shenzhen Xingzhidao Trading, Nanchang Bajie Trading, Shenzhen Guanduoduo Trading, Shaanxi Baihui Trading, and Mengcheng Xishi Trading; totaling 2,000+ FMCG industry elites, all gathering in Chengdu for this grand event!

Today, there are only 6 days left until the conference. As the countdown enters its final stage, the content preparation for this conference is nearing completion. Here, we provide a detailed overview of each session to help friends from various fields clearly understand the conference and find the appropriate forum for themselves.

March 17—Day One of the Conference

The main forum of this conference is divided into morning and afternoon sessions. In the morning session, the speakers include: Mr. Zhao Bo, founder of New Distribution; Mr. Hou Xiaohai, Chairman of the Board of China Resources Beer Holdings Co., Ltd.; Ms. Lu Xiuqiong, Global Expert Partner at Bain & Company; Mr. Ye Lufang, General Manager of the Marketing Center at Anneng Zhilian; Mr. Tao Shiquan, Chairman of Bottle Planet Group; Mr. Liu Hui, President of Tongfu Group; Mr. Zeng Jian, Co-founder and General Manager of the Operations Center at Xinchao Media Group; Mr. Liu Xinggang, President of Hsu Fu Chi International Group; and Ms. Xin Jialin, General Manager of New Retail at Ant Digital Technology's China Business Development Department.

In the afternoon session, we have invited: Mr. Li Jingyao, Deputy General Manager of China Resources Vanguard; Mr. Zhou Zhen, Vice President of Zhoupu Data; Ms. Li Mengmeng, Brand Director and Southeast Region Sales Director of Mingren Soda Water; Mr. Guan Xiangyu, General Manager of Qince Business Unit; Mr. Gao Bo, Chief Financial Officer of C&S Paper; Mr. Wang Tiejun, President of New Hope Weiyie Holdings; Ms. Zhang Yaping, Vice President of China Region and Head of New Retail Operations Center at Lee Kum Kee Sauce Group; Mr. Cao Yuan, Partner at Shangdao Zongheng and Chief Advisor of the Zero Carbon Initiative Project; and Mr. Zhang Chun (David Zhang), President of OATLY Greater China.

The roundtable dialogue session will be moderated by Mr. Chen Siting, Executive Director of New Distribution, and will feature Mr. Zheng Xiaofeng, Chairman/General Manager of Qiandao Lake Beer; Ms. Zhou Xu, General Manager of Zhenshimei Supply Chain Management Company; and Mr. Zhang Jian, General Manager of the Feminine Care Business at Gold Hong Ye Paper Group. They will discuss the theme: "How to Rebuild a New Order in FMCG Amidst Chaos," exploring the forces, directions, and hopes for rebuilding a new order in China's FMCG industry amid the collapse of the old order.

What you will gain:

√ Strategic layouts and development paths of leading brand owners in the new environment √ New growth drivers and market opportunities brought by industry transformation √ Latest trend insights and practical experience sharing on FMCG channel transformation

Suitable audience:

√ Brand owner executives, sales directors, and channel managers √ Large and medium-sized brand owners seeking omnichannel development √ Internet enterprises deeply engaged in the FMCG industry √ Traditional distributors seeking omnichannel layout

March 18—Day Two of the Conference

1. Morning Parallel Forum 1: Seizing Incremental Growth - Instant Retail

From O2O to instant retail, we see that models have been iterating and new formats have been emerging, but what remains unchanged is that growth continues. New Distribution has previously shared the view that instant retail will continue to see sustained high growth over the next five to ten years, and this is foreseeable.

In 2025, what new changes will instant retail bring? In this process, what innovative actions will retailers take? What incremental opportunities will brand owners have? How should distributors participate? To address these questions, at the Instant Retail Forum, New Distribution has invited: Mr. Bei Nianjun, Founder and CEO of Shanghai Heyin Network Technology Co., Ltd. and founder of MPP Group; Mr. Ma Yong, O2O Sales Director of the Sales Business Development Center and Online Expansion Department at China Resources Snow Beer; Mr. Chen Bohua, Co-founder and General Manager of the Market Operations Center at Jiu Xiaoer; Mr. Qin Yafeng, Founder of Beijing Super Node; Mr. Shi Chaoyi, Founder of Chaoyijia Supermarket Chain and Founder of Pangmeida Chain Brand; Ms. Fu Yongying, Instant Retail Director of Chongqing Baiya; and Mr. Chen Cheng, General Manager of the Data Marketing Business Unit and concurrently General Manager of the Instant Retail Business Unit and Traditional E-commerce Business Unit at 1919.

With both brand owners and platform parties, as well as retailers and service providers, this multi-perspective and multi-dimensional observation will help participants gain a more comprehensive understanding of the changes and opportunities brought by instant retail.

Suitable audience:

√ Heads of new retail departments at leading brand owners √ Executives directly responsible for growth, such as CEOs and CMOs √ Distributors looking to deepen local business √ Heads of e-commerce departments at retail enterprises √ FMCG practitioners studying changes in new retail channels

2. Morning Parallel Forum 2: FMCG Digitalization + AI Forum

In the past few years, the core proposition for FMCG enterprises has been "digitalization," mainly manifested in the online data of business processes, digital restructuring of processes, and efficiency improvement, forming the digital foundation for enterprise management. Now, we have entered a new stage of "digitalization + AI." This means that FMCG enterprises not only need to achieve data interconnection but also need to leverage AI technology to deeply explore the commercial value behind data, achieving data-driven business growth and value creation through intelligent decision-making, precision marketing, and automated operations. In this transformation, how will "digitalization + AI" reshape the value chain of the FMCG industry? How can FMCG enterprises integrate "digitalization + AI" into their daily business? Based on this, at the "Digitalization + AI" Forum, we have invited: Mr. Yang Senlin, Chief Information Officer of C&S Paper and CEO of Siwei Huohua; Mr. Wu Chunze, General Manager of Tencent Smart Retail Vertical Industries; Mr. Zhao Zhe, Founder of Qixing AI and Chief AI Expert of Qingtu Technology; Mr. Li Kun, Head of New Retail Solutions at Ant Digital Technology's China Business Development Department; Ms. Shen Longna (Sasa), Digital Marketing Director of Ximai Digital Marketing Department; Mr. Guo Ling, Deputy General Manager of Qingtu Data and Research Director of the Data Governance Research Center at Tsinghua University; Ms. Saibo Dafu, a leading AI blogger in marketing and founder of 2Sheng3 Consulting; and Mr. Liu Anbang, Chief Operating Officer of Beijing Yundong Technology Co., Ltd. They will tell you the application logic and method paths for "digitalization + AI-driven" enterprise growth.

Suitable audience:

√ Core executives directly responsible for marketing growth √ Brand owner executives, sales directors, and channel managers √ Enterprise executives seeking data technology empowerment for FMCG √ FMCG practitioners seeking efficiency improvement

3. Morning Parallel Forum 3: Creating Incremental Growth - Scenario Marketing

When material needs are basically met, consumers' purchase motivations gradually shift from "meeting survival" to "meeting emotion and meaning," and scenarios are the key link connecting products with emotions and values. Consumers no longer simply focus on the function and price of the product itself, but rather on whether the scenario in which the product is placed can evoke emotional resonance, express personal identity, and convey their lifestyle philosophy. For FMCG enterprises, scenario-based operation not only means providing products but also means shaping a language and medium to communicate with consumers through scenarios, allowing consumers to feel the emotions and values conveyed by the brand, thereby establishing deeper emotional connections and brand loyalty. How can FMCG enterprises stimulate more consumer incremental consumption within scenarios? How can they design personalized product combinations and marketing strategies based on different consumption scenarios? How can they continuously explore more new scenarios? At the Scenario Marketing Forum, we have invited: Professor Liu Chunxiong, Professor at Zhengzhou University and Deputy Dean of the Scenario Marketing Research Institute; Mr. Tang Xiangyang, Vice President of Zhenjiu Lidu Group and General Manager of Lidu Liquor; Mr. Gong Fanggang, Secretary-General of the Scenario Marketing Research Institute, Co-founder of New Marketing, and Founder of New Beer Community and Self-media; Mr. Tian Dongjian, Deputy National Marketing Director and Central and Western Region Director of Mingren Soda Water; Mr. Shi Yonggang, Deputy General Manager of the Innovation Marketing Business Unit and E-commerce Director of Tsingtao Beer; Mr. Kong Shou, Founder of Bukongtan Brand Consulting and Dean of the Scenario Marketing Research Institute; and Mr. Yan Hongjian, Deputy General Manager of Bottle Planet Group.

Suitable audience:

√ Core executives directly responsible for marketing growth √ Brand owner executives, sales directors, and channel managers √ Founders and executives of new consumer brands

4. Morning Parallel Forum 4: Strategies for Supermarket Adjustments

Starting from March 2024, Pangdonglai assisted in adjusting Bubugao, then in June adjusted Yonghui Superstores, followed by Zhongbai learning from Pangdonglai in July, Lianhua Supermarket's independent adjustment in September, and the recent adjustment of Wumart Supermarket... The heat of "adjustment" has been evident to all in the past six months. Essentially, adjustment is an action that supermarkets have to take to save themselves in the current market environment. Supermarket adjustments are just beginning, and in 2025, more and more supermarket systems will inevitably join the adjustment trend. Under such changes, what changes will occur in the retail market and the pattern of commodity circulation? How should brand owners and distributors respond? To this end, at the Supermarket Adjustment Forum, we have invited: Mr. Qi Te, Chief Research Consultant of the New Distribution Research Institute; Mr. Song Zhongyu, Deputy General Manager of Shenzhen Xingzhidao Trading Co., Ltd.; Mr. Chen Yixin, Founder of Haocheng Pet; and Mr. Wang Zhengqi, Founder of Moxiaoxian.

Suitable audience:

√ Brand owner executives, sales directors, and channel managers √ Retail enterprise executives and core executives responsible for business growth √ Distributors of alcoholic beverages, drinks, snacks, general merchandise, and daily chemicals

5. Afternoon: The 4th China FMCG Hard Discount Conference

In the past year, the hard discount format has blossomed everywhere and risen rapidly, pushing the entire FMCG industry into a new era of efficiency competition and value competition. On the one hand, traditional retailers and brand owners have had to re-examine their cost structures, pricing strategies, and product portfolios, actively or passively making streamlined adjustments to products and brands to achieve high efficiency, high turnover, and low costs; on the other hand, the rise of the hard discount model has further promoted the development of private labels, prompting brand suppliers and retail channels to rethink their cooperation methods and benefit distribution. In 2025, how will hard discount change? Will it surge forward or cool down? Listen to the latest views of practitioners within the hard discount circle, brand owner executives, and traditional retail operators. Guests at the 4th China FMCG Hard Discount Conference include: Mr. Ren Wenqing, CEO of New Distribution; Mr. Yang Fan, Founder and CEO of Sour Plum; Ms. Che Haiyan, Vice President of Leerle Group; Mr. Wu Bin (Shu Xiaoqi), Senior General Manager of Three Squirrels; Ms. He Luyi, Co-founder and CEO of New Canned; Ms. Li Yue, Founder of Aizhekou Brand and CEO of Weilai Yilai Company; Mr. Kong Qingyu, Senior Director of the Beverage and Snack Industry at Mashangying; and Mr. Lu Peng, Founder of Suzhou Dayu Jingxuan and General Manager of Suzhou Dunhua Trading. The roundtable dialogue will be moderated by Mr. Qi Te, Chief Research Consultant of the New Distribution Research Institute, and will feature Mr. Li Jun, General Manager of the Supply Chain Center at Aotele; Mr. Wang Kun, Marketing Director and Director of the Marketing Promotion Management Committee at Milord Group; Mr. Zhang Guoqing, Co-founder of Snack Premium; and Mr. Lu Peng, Founder of Suzhou Dayu Jingxuan and General Manager of Suzhou Dunhua Trading, to discuss: "2025: New Trends in Cooperation between FMCG Manufacturers and Discount Retailers."

Suitable audience:

√ Brand owner executives, sales directors, and channel managers √ Core executives directly responsible for marketing growth √ Practitioners in brand owners' new retail departments √ Founders and executives of emerging brands

March 19—Day Three of the Conference

The 4th China FMCG Distributor Conference is divided into morning and afternoon sessions. Today's market has completely changed, from a seller's market to a buyer's market. In the past, deep distribution led by brand owners is gradually transforming into an era of deep distribution led by local distributors with brand owners providing guidance. Distributors' business logic must also change accordingly, shifting from the manufacturer's business to the store's business. Under such changes, what should distributors focus on? What new capabilities should they develop? What difficulties and opportunities will they face? Are there definitive directions and implementation paths? Speakers at the morning session of this distributor conference include: Mr. Yuan Lai, Chief Content Officer of New Distribution; Ms. Wendy Li, Consulting Partner of New Distribution; Mr. Pan Kun, General Manager of the Digital Intelligence Business Unit at Zhoupu Data; Mr. Wu Jinghe, Deputy General Manager of Caihua Trading (Yueheji); Mr. Liu Peng, Dean of the Business School at Chengdu Laiken Information Technology Co., Ltd. and Deputy General Manager of Operations at Chengdu Qilian Technology Co., Ltd.; Mr. Ji Hui, Director of the Distribution Industry at Anneng Zhilian; and Mr. Zeng Yiguang, Head of the Emerging Business Unit at NielsenIQ. Additionally, during the morning session, we will also hold the first China FMCG Distributor "Golden Cypress Award" ceremony.

In the afternoon session, the speakers include: Mr. Zhang Xinzhao, Founding Partner of Qicheng Capital; Mr. Hai You, Channel Marketing Expert and Partner of New Distribution; Ms. Tian Miao, General Manager of Langfang Xule Trading; Mr. Yun Zhixing, President of Yufan Food Group; Mr. Wang Shenbing, Founder of Zhongke Shangruan; and Mr. Jia Yongshun, General Manager of Xuzhou Jintong Food Trading Co., Ltd.

Suitable audience:

√ Distributors of alcoholic beverages, drinks, snacks, general merchandise, and daily chemicals √ Operators of regional FMCG distribution businesses √ Distributors in supply chain transformation √ Distributors building regional B2b platforms √ Brand owners planning to establish cooperation with regional B2b platforms

Other Activity Arrangements

1. Pre-event: Distributor B2b Transformation: From Startup to Daily Sales of One Million - Process Breakdown

Time: March 16, 14:00-17:00

2. SVIP Private Session: New Growth Opportunities under Retail Transformation

Time: March 17, 14:00-17:30

3. Closed-door Meeting: New Growth Paths for B2b in the Food Industry (by invitation only)

Time: March 18, 9:00-12:00

4. Closed-door Meeting: Practical Methodology Discussion on Moving from Manufacturer-Distributor Game to Manufacturer-Distributor Alliance (by invitation only)

Time: March 18, 9:00-12:00

5. Closed-door Meeting: "Reconstructing Offline People-Goods-Places, Recreating Deep Distribution" (by invitation only)

Time: March 18, 9:00-12:00

6. Closed-door Meeting: 2025 Scenario Marketing - Alcoholic Beverage Integration Session (by invitation only)

Time: March 18, 14:00-18:00

7. Closed-door Meeting: Next-Generation Distributors · High-Quality Development

Time: March 18, 14:00-18:00

8. SVIP Private Session: Tower Alliance - TOP Regional B2b Platform Providers & Brand Owners Cooperation Discussion