A while ago, a passage was widely shared on social media: '2022: Back to offline! 2023: Back to growth! Eliminate all habits and mindsets that don't lead to growth, eliminate all products or channels that don't grow... We've endured three years, waited three years, tolerated three years, that's enough! No growth means out! No growth, get out as soon as possible...' Here, we must think deeply: What is the path to growth? It's very pertinent. For FMCG, offline business still accounts for over 70% of total sales. If you give up this piece of the pie, your company will never grow big. Indeed, many companies that have succeeded online are now starting to lay out offline channels. Going back offline involves many things. My view is that FMCG manufacturers must focus on the 'Three Competitivenesses' to succeed offline, namely: Product Competitiveness, Channel Competitiveness, and Consumer Competitiveness. Among these, channels are the bridge between products and consumers, and are clearly the top priority. From April 6 to 8, the 8th China FMCG Innovation Conference will be held in Chengdu. On April 8, Mr. Hai You will share the topic 'The Evolution History of Offline Channels in China's FMCG Industry' at the conference. Stay tuned! What is channel efficiency? For example, when a brand launches a new product, high-efficiency companies can roll out the product to targeted channels and outlets within a month, reaching target consumers in a very short time. Low-efficiency companies drag on for six months without meeting targets. Here are a few points: Brand owners should study the past, present, and future of the channel coverage models of successful companies. The core of the research is: What difficulties did these companies encounter? What internal and external environments were they in? How did they solve these difficulties? And then absorb and transform these lessons. But creating the best model still relies on the company itself, as it is irreplaceable. Only a model developed by the company itself can fit it better, strengthen confidence, and ensure determination to move forward, leading to possible success!