--- title: "Disintermediation Is a False Proposition; the Real Battlefield Is the C-End" description: "The 11th China FMCG Conference, themed 'Advancing Toward the C-End,' will be held in Chengdu from March 16-18, 2026. As the FMCG market enters an era of surplus, the industry must shift focus to the consumer side, redefining the role of intermediaries rather than eliminating them." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2026-01-13" categories: "Dealer Operations, Retail Formats" language: "en" canonical: "https://xinjignxiao.com/en/articles/disintermediation-is-a-false-proposition-the-real-battlefield-is-the-c-e-e5c925a6/" markdown: "https://xinjignxiao.com/en/articles/disintermediation-is-a-false-proposition-the-real-battlefield-is-the-c-e-e5c925a6.md" original_source: "https://mp.weixin.qq.com/s/QEjuP1BsX51wlbx5RbMWIw" translation: "https://xinjignxiao.com/zh/articles/%E5%8E%BB%E4%B8%AD%E9%97%B4%E5%8C%96%E6%98%AF%E4%BC%AA%E5%91%BD%E9%A2%98-%E7%9C%9F%E6%AD%A3%E7%9A%84%E6%88%98%E5%9C%BA%E5%9C%A8c%E7%AB%AF-e5c925a6.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/disintermediation-is-a-false-proposition-the-real-battlefield-is-the-c-e-e5c925a6/" citation: "New Distribution. “Disintermediation Is a False Proposition; the Real Battlefield Is the C-End.” New Distribution, 2026-01-13. https://xinjignxiao.com/en/articles/disintermediation-is-a-false-proposition-the-real-battlefield-is-the-c-e-e5c925a6/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Disintermediation Is a False Proposition; the Real Battlefield Is the C-End > The 11th China FMCG Conference, themed 'Advancing Toward the C-End,' will be held in Chengdu from March 16-18, 2026. As the FMCG market enters an era of surplus, the industry must shift focus to the consumer side, redefining the role of intermediaries rather than eliminating them. **The 11th China FMCG Conference** Conference Name: [Advancing Toward the C-End] The 11th China FMCG Conference Conference Dates: March 16-18, 2026 Conference Venue: Chengdu, China Currently, China's FMCG market is undergoing a thorough refresh from underlying logic to competitive rules. The industry is moving from incremental growth competition into an "era of surplus." In the past, the key was who could distribute products more widely; in the future, it will be who can enter the consumer's decision radius first. This means that brands, distributors, and retailers must all truly focus on the C-end: Where does demand come from? In what scenarios is it triggered? Who satisfies it, and in what way? The three parties in the industry chain building a unified supply-demand loop around the C-end is the key issue for the next round of growth, and it is also the core of our March conference discussion—"Advancing Toward the C-End!" This is not just a slogan; it is a thorough reflection and elevation of the past forty years of China's FMCG "deep distribution, channel is king" model. At the 2026 time point, stock competition has become intense, and "whoever masters the C-end can define the B-end in reverse." Based on this, this conference centers on the core theme [Advancing Toward the C-End], with the CFC brand fully upgraded, spanning three days with 3000+ participants: The 11th China FMCG Conference + The 6th China FMCG Distribution and Retail Conference + The 2nd Instant Retail Supply Summit + 4 matchmaking dinners + 5 in-depth summits + several closed-door private sessions... Gathering 200+ brand leaders, 300+ supermarket and convenience store systems, 70+ instant retail lightning warehouse systems, 100+ professional lightning warehouse distributors, 50+ overseas channels, 80+ regional B2b platforms, 800+ excellent large distributors, and 1000+ incremental channels, we will jointly discuss market changes, empower new growth momentum, and focus on the winning strategies in the era of consumer sovereignty! ← Swipe left or right to see more → At the same time, around the theme [Advancing Toward the C-End], the first day's main venue will bring together brand giants, economists, industry experts, and founders and executives from top consulting platforms to deeply discuss the following eight core topics. **The 6th China FMCG Distribution and Retail Conference** Over the past decade, "disintermediation" has almost become the loudest and most easily misunderstood slogan in China's business world. Technological progress, channel changes, e-commerce rise, new retail experiments... all trends seem to point to one conclusion: middlemen are being eliminated. But the truth is exactly the opposite. Disintermediation has never been the real direction of China's circulation system, but rather a misinterpretation of a deeper structural change. In today's world of abundant supply and highly differentiated demand, the real question facing China's FMCG market is not "whether to have middlemen," but: What kind of middlemen are needed? Who can take on the key functions of the new circulation system? Who can eliminate friction and improve matching efficiency? The stance of this conference is very clear: "Disintermediation" is a false proposition; "redefining middlemen" is the core proposition for the next decade. **The 2nd Instant Retail Supply Summit** **and Instant Retail Warehouse-Store Product Matchmaking Meeting** In 2025, the instant retail scale is expected to exceed one trillion yuan, with an average annual compound growth rate of 39%, and it is expected to exceed two trillion yuan by 2030. In the past year, no brand manufacturer has asked whether to do instant retail; instead, they keep asking how to do it. Orders are rising, warehouses are opening, platforms are promoting, but what truly worries brands and distributors is not the demand side, but that supply is getting out of control. They don't know how many stores they cover. Goods are sold, but the price system is disrupted. How can new products be effectively promoted in channels dominated by young groups? How can an effective and reasonable distribution system be built around the lightning warehouse channel? Instant retail is moving from "who gets on board first" to "who can achieve controllable supply." So, this conference focuses on one thing: selling the right goods into the right warehouses and making them move faster. Key topics and outputs will revolve around the following: 1. 100+ TOP warehouse-store distributors sharing their product selection logic; 2. 70+ warehouse-store founders sharing procurement logic on-site; 3. Latest brand operation practical case sharing; 4. Warehouse-store matchmaking: brand × warehouse-store × service provider on-site exchange. **Special Topic Sessions and Closed-Door Insights: Unlocking New Growth Engines** Forum 1: FMCG Overseas Channel Construction - Analyzing new trends, pathways, and cases for Chinese brands going overseas, and building an overseas connection platform. Forum 2: Changes in Supplier-Retailer Relations under Supermarket Adjustments - How can brands and distributors seize opportunities through "role reconstruction" under retail transformation? Forum 3: Challenges and Opportunities of Private Labels - How to build sustainable competitiveness from hit products to brands. Forum 4: Manufacturers Building a C-End "Command Center" - Constructing a consumer-facing operation system from organization to execution. SVIP Exclusive Session 1: Instant Retail · Lightning Warehouse Hit Product Practice - Closed-loop methods from product selection, listing to sales promotion. SVIP Exclusive Session 2: Personal Wealth Asset Allocation for Distributors - Building a safe and sustainable personal wealth system beyond business operations. **Ticket Purchase Channel** Important! Limited-time early bird tickets are now available at the lowest price in history. Don't miss out! --- ## Citation metadata - Publisher: New Distribution - Author: New Distribution - Published: 2026-01-13 - Canonical: https://xinjignxiao.com/en/articles/disintermediation-is-a-false-proposition-the-real-battlefield-is-the-c-e-e5c925a6/ - Original source: https://mp.weixin.qq.com/s/QEjuP1BsX51wlbx5RbMWIw ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671