---
title: "FMCG CXO Evolution Circle - Corporate Visit Dialogue: BiuTe & ZhenShiMei Supply Chain, a Complete Success!"
description: "On June 12-13, the 'New Distribution · FMCG CXO Evolution Circle - Corporate Visit Dialogue' at BiuTe & ZhenShiMei Supply Chain concluded successfully. The visit focused on topics such as FMCG distribution transformation, integrated production-supply-marketing trends, BiuTe's supply chain and store operations, and ZhenShiMei's 2025 brand promotion and co-creation plans. The CXO Evolution Circle, a platform for VP-level and above decision-makers from brand companies, has attracted over 100 enterprises since its establishment on April 10."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-06-17"
categories: "Supply Chain & B2B"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/kUp3GMzYm5v5eV2SxDbARw"
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citation: "New Distribution. “FMCG CXO Evolution Circle - Corporate Visit Dialogue: BiuTe & ZhenShiMei Supply Chain, a Complete Success!.” New Distribution, 2025-06-17. https://xinjignxiao.com/en/articles/fmcg-cxo-evolution-circle-corporate-visit-dialogue-biute-zhenshimei-supp-890ae1fa/"
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# FMCG CXO Evolution Circle - Corporate Visit Dialogue: BiuTe & ZhenShiMei Supply Chain, a Complete Success!

> On June 12-13, the 'New Distribution · FMCG CXO Evolution Circle - Corporate Visit Dialogue' at BiuTe & ZhenShiMei Supply Chain concluded successfully. The visit focused on topics such as FMCG distribution transformation, integrated production-supply-marketing trends, BiuTe's supply chain and store operations, and ZhenShiMei's 2025 brand promotion and co-creation plans. The CXO Evolution Circle, a platform for VP-level and above decision-makers from brand companies, has attracted over 100 enterprises since its establishment on April 10.

**June 12-13, the 'New Distribution · FMCG CXO Evolution Circle - Corporate Visit Dialogue' at BiuTe & ZhenShiMei Supply Chain, concluded successfully!**
The visit focused on the following topics:
  * FMCG distribution transformation and integrated production-supply-marketing trends
  * Decoding BiuTe's supply chain transformation and store operations
  * New growth plans for brands amid the retail revolution
  * ZhenShiMei's 2025 brand promotion & co-creation plan
The CXO Evolution Circle is a premium industry exchange platform exclusively for VP-level and above decision-makers from brand companies. Since its establishment on April 10, it has attracted over 100 enterprises.
This visit was the first offline event for members, and also invited upstream and downstream enterprises in the FMCG industry chain, including nearly a hundred industry decision-makers from brand owners, retailers, and distributors. Participants engaged in in-depth discussions with CXO Evolution Circle initiator & New Distribution CEO Ren Wenqing, New Distribution Research Institute Chief Research Consultant Qi Te, BiuTe Vice President & ZhenShiMei General Manager Zhou Xu, and BiuTe Commercial Group Shenyang Theater General Manager Shan Changrong, among others.
**Inside BiuTe & ZhenShiMei Supply Chain**
This visit adopted the format of "classroom sharing + on-site visits + interactive Q&A," transforming the traditional study tour that often lacks real learning, truly achieving "on-site experience, on-site learning, and deep connections."
On the afternoon of the 12th, Teacher Qi Te first shared "FMCG Distribution Transformation and Integrated Production-Supply-Marketing Trends," helping participants build a foundational theoretical framework from macro changes to specific cases.
New Distribution Research Institute Chief Research Consultant Qi Te
Subsequently, participants collectively visited BiuTe's distribution center and ZhenShiMei's Northeast warehouse, experiencing the entire chain process on-site. Logistics Distribution Director Liu Sheng provided detailed explanations of each link and answered participants' questions one by one.
Through the on-site inspection, participants gained an intuitive understanding of warehousing and logistics, then returned to the classroom. BiuTe Commercial Group Shenyang Theater General Manager Shan Changrong gave a systematic sharing session titled "Decoding BiuTe's Supply Chain Transformation and Store Operations," covering the company's development history, corporate culture, team management, and performance growth strategies.
BiuTe Commercial Group Shenyang Theater General Manager Shan Changrong
Finally, participants visited BiuTe's Tawan store, where the store manager provided on-site explanations of store operation details.
After the half-day learning session, New Distribution also arranged an exchange dinner, where everyone spoke freely and the atmosphere was lively.
On the morning of the 13th, CXO Evolution Circle initiator & New Distribution CEO Ren Wenqing shared "New Growth Plans for Brands Amid the Retail Revolution," covering three parts: analysis of supermarket adjustments and discount retail, core issues of order reconstruction, and the transformation of consumerism and FMCG brands.
CXO Evolution Circle initiator & New Distribution CEO Ren Wenqing
Subsequently, BiuTe Vice President & ZhenShiMei General Manager Zhou Xu, with the title "ZhenShiMei's 2025 Brand Promotion & Co-creation Plan," elaborated on the company's positioning—a "retail-savvy distributor" dedicated to serving chain supermarkets—and how to develop and promote it. Against the backdrop of major changes in the retail industry, this is undoubtedly "fresh blood" for the industry.
BiuTe Vice President & ZhenShiMei General Manager Zhou Xu
Category heads from various departments of ZhenShiMei Supply Chain were all present. In the final segment of the visit, "category procurement × brand owner representatives" conducted one-on-one meetings to discuss in depth how to establish or deepen cooperation in the next steps.
**Why Visit BiuTe & ZhenShiMei Supply Chain?**
As the first stop of the CXO Evolution Circle's study tour, New Distribution deliberated carefully and ultimately selected BiuTe & ZhenShiMei Supply Chain as the visit target.
BiuTe is the largest chain supermarket brand in Northeast China, having successively taken over Carrefour and Yonghui stores in the Northeast. In 2025, it aims for 100 stores and 10 billion yuan in revenue. Its incubated and spun-off independent supply chain company, ZhenShiMei (with annual sales of 4 billion yuan, representing over 460 brands, and serving 51 chain supermarkets and over 1,000 stores across 9 provinces), forms deep synergy with BiuTe, jointly reconstructing the industry ecosystem.
Amid the retail revolution, the relationships among manufacturers, distributors, and retailers are increasingly tense, and the emergence of ZhenShiMei Supply Chain demonstrates new possibilities for the industry.
President Zhou Xu stated: "Our existence is not to disrupt the manufacturer ecosystem, but to create conflict-free growth space for brands."
New Distribution believes that BiuTe and ZhenShiMei are both an excellent case for observing industry changes and an incremental opportunity that FMCG manufacturers cannot afford to miss in the next 10 years.
In the future, the "FMCG CXO Evolution Circle - Corporate Visit Study Tour" series will continue, and we will also explore more excellent cases to provide opportunities for on-site exchange and discussion for the broader FMCG community.
Friends interested in the "FMCG CXO Evolution Circle" can scan the QR code to add WeChat for consultation.


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2025-06-17
- Canonical: https://xinjignxiao.com/en/articles/fmcg-cxo-evolution-circle-corporate-visit-dialogue-biute-zhenshimei-supp-890ae1fa/
- Original source: https://mp.weixin.qq.com/s/kUp3GMzYm5v5eV2SxDbARw

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