The 10th China FMCG Innovation Conference, along with the 4th China FMCG Hard Discount Conference and the 4th China FMCG Distributor Conference, is now 9 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, Mondelēz, 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 start of 2025

Centered on the theme "New Order · Symbiosis", we will explore opportunities for brand owners, distributors, retailers, and industry service providers at the crossroads of the "collapse of the old order" and "reconstruction of a new order" in China's FMCG industry. Over 3 days, 80+ guest speakers will share insights, featuring 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 event in the FMCG industry at the start of 2025!

2. Exclusive industry reports released and interpreted on-site

At this year's conference, we will release two major industry reports and interpret them on-site. The first report, "2024-2025 China FMCG Channel Transformation Research Insight Report", is based on a broad survey by the New Distribution team of 85 well-known brand owners, analyzing their response strategies, underlying logic, and future plans amid 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. 2000+ 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, Mondelēz, Yili, Mengniu, C&S Paper, Tsingtao Beer, Lee Kum Kee, Bottle Planet, Budweiser, Three Squirrels, and Colgate; 100+ retail enterprises including China Resources Vanguard, BiuTe, Leerle, A Discount, Aotle, Xinjiayi, Jiajiayue Haohuixing, HotMaxx, Yonghui, Snack Preferred, Big Fish Select, Jintong Supermarket, and Jike Convenience; 500+ regional leading distributors such as Xi'an Jiaping 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 2000+ FMCG industry elites, all gathering in Chengdu for this grand event!

With only 9 days remaining until the conference, content preparation 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 most suitable forum.

March 17—Day One

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; Ms. Lu Xiuqiong, Global Expert Partner at Bain & Company; Mr. Ye Lufang, General Manager of 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 Operation Center at Xinchao Media Group; Mr. Liu Xinggang, President of Hsu Fu Chi International Group; and Ms. Xin Jialin, General Manager of New Retail Business Development at Ant Digital Technology China.

In the afternoon session, invited speakers include: 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 Weiye Holdings; Ms. Zhang Yaping, Vice President of China Region and Head of New Retail Operation 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, moderated by Mr. Chen Siting, Executive Director of New Distribution, will feature Mr. Zheng Xiaofeng, Chairman/General Manager of Qiandao Lake Beer; Ms. Zhou Xu, General Manager of Zhenshimei Supply Chain Management; and Mr. Zhang Jian, General Manager of Feminine Care at Gold Hong Ye Paper Group. They will discuss the theme "How to Rebuild a New Order in FMCG Amid 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 brand owners seeking omni-channel development √ Internet enterprises deeply engaged in the FMCG industry √ Traditional distributors seeking omni-channel layout

March 18—Day Two

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 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? 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 and Founder of MPP Group; Mr. Ma Yong, O2O Sales Director of Online Expansion Department at China Resources Snow Beer Sales Business Development Center; Mr. Chen Bohua, Co-founder and General Manager of Market Operation 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 Data Marketing Division and General Manager of Instant Retail and Traditional E-commerce Divisions 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 √ E-commerce department heads at retail enterprises √ FMCG practitioners studying new retail channel changes

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 daily business? Based on this, at the "Digitalization + AI" Forum, we have invited: Mr. Yang Senlin, CIO of C&S Paper and CEO of Siwei Huohua; Mr. Wu Chunze, General Manager of Vertical Industries at Tencent Smart Retail; Mr. Zhao Zhe, Founder of Qixing AI and Chief AI Expert at Qingtu Technology; Mr. Li Kun, Head of New Retail Solutions at Ant Digital Technology China Business Development; Ms. Shen Longna (Sasa), Digital Marketing Director at Ximai Digital Marketing; Mr. Guo Ling, Deputy General Manager of Qingtu Data and Research Director at Tsinghua University Data Governance Research Center; Ms. Saibo Dafu, Leading Marketing AI Blogger and Founder of 2Sheng3 Consulting; and Mr. Liu Anbang, Chief Operating Officer of Beijing Yundong Technology. They will share the application logic and methods 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 motives 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 style, and convey their life 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 at Mingren Soda Water; Mr. Shi Yonggang, Deputy General Manager of Innovation Marketing Division and E-commerce Director at 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 Adjustment and Reform

Starting from March 2024, Pangdonglai assisted in adjusting and reforming 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 Superstores... The heat of "adjustment and reform" has been evident to all over the past six months. Essentially, adjustment and reform are actions that supermarkets must take to survive in the current market environment. The adjustment of supermarkets has just begun, and in 2025, more and more supermarket systems will inevitably join the ranks of adjustment. 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 at 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: 4th China FMCG Hard Discount Conference

Over the past year, the hard discount format has flourished and risen rapidly, pushing the entire FMCG industry into a new era of efficiency competition and value competition. On one hand, traditional retailers and brand owners have had to re-examine their cost structures, pricing strategies, and product portfolios, making proactive or reactive adjustments to simplify 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 profit distribution. In 2025, how will hard discount change? Will it surge or cool down? Listen to the latest views from practitioners within the hard discount circle, brand owner executives, and traditional retail operators. Speakers 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 Can; Ms. Li Yue, Founder of A Discount and CEO of Weilai Yilai; Mr. Kong Qingyu, Senior Director of Beverage and Snack Industry at Mashangying; and Mr. Lu Peng, Founder of Suzhou Big Fish Select and General Manager of Suzhou Dunhua Trading. The roundtable dialogue, moderated by Mr. Qi Te, Chief Research Consultant at New Distribution Research Institute, will feature Mr. Li Jun, General Manager of Supply Chain Center at Aotle; Mr. Wang Kun, Marketing Director and Director of Marketing Promotion Management Committee at Milao Tou; Mr. Zhang Guoqing, Co-founder of Snack Preferred; and Mr. Lu Peng, Founder of Suzhou Big Fish Select and General Manager of Suzhou Dunhua Trading, discussing "New Trends in Cooperation between FMCG Manufacturers and Discount Retail in 2025."

Suitable audience:

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

March 19—Day Three

The 4th China FMCG Distributor Conference is divided into morning and afternoon sessions. The market has completely changed today, 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 owner 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 at New Distribution; Ms. Wendy Li, Consulting Partner at New Distribution; Mr. Pan Kun, General Manager of Digital Intelligence Division at Zhoupu Data; Mr. Wu Jinghe, Deputy General Manager of Caihua Trading (Yueheji); Mr. Liu Peng, Dean of Business School at Chengdu Laiken Information Technology and Deputy General Manager of Chengdu Qilian Technology; Mr. Ji Hui, Director of Distribution Industry at Anneng Zhilian; and Mr. Zeng Yiguang, Head of Emerging Business at NielsenIQ. Additionally, in the morning session, we will also hold the first China FMCG Distributor "Golden Cypress Award" ceremony. In the afternoon session, speakers include: Mr. Zhang Xinzhao, Founding Partner of Qicheng Capital; Mr. Hai You, Channel Marketing Expert and Partner at 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 distributors √ Distributors in supply chain transformation √ Distributors building regional B2b platforms √ Brand owners planning to establish cooperation with regional B2b platforms

Other Activities

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 Path for B2b in the Food Industry (by invitation)

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

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

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

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

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

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

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 Operators & Brand Owner Cooperation Discussion