---
title: "In 2026, the Underlying Logic of the FMCG Industry Has Completely Changed!"
description: "The 11th China FMCG Conference is set to address the industry's shift from incremental growth to an era of surplus, where the key to success lies in reaching consumers' decision-making radius. Brands, distributors, and retailers must all focus on the C-end, building a unified supply-demand loop around consumer needs, scenarios, and fulfillment methods. The conference, themed 'Advance Toward the C-End!', will explore this transformation and the new competitive rules for the next decade."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-01-16"
categories: "Dealer Operations, Retail Formats"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/uSRpclcVquZ0A5N-cvKHWA"
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citation: "New Distribution. “In 2026, the Underlying Logic of the FMCG Industry Has Completely Changed!.” New Distribution, 2026-01-16. https://xinjignxiao.com/en/articles/in-2026-the-underlying-logic-of-the-fmcg-industry-has-completely-changed-e1e4ce39/"
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---

# In 2026, the Underlying Logic of the FMCG Industry Has Completely Changed!

> The 11th China FMCG Conference is set to address the industry's shift from incremental growth to an era of surplus, where the key to success lies in reaching consumers' decision-making radius. Brands, distributors, and retailers must all focus on the C-end, building a unified supply-demand loop around consumer needs, scenarios, and fulfillment methods. The conference, themed 'Advance Toward the C-End!', will explore this transformation and the new competitive rules for the next decade.

**The 11th China FMCG Conference**
Currently, the Chinese FMCG market is undergoing a thorough refresh from underlying logic to competitive rules. The industry is moving from incremental growth to an "era of surplus."
In the past, the goal was to distribute products as widely as possible; in the future, the goal is to be the first to enter the consumer's decision-making radius.
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 fulfills it, and in what way?
The three parties in the industry chain must build a unified supply-demand loop around the C-end. This is the key to the industry's next round of growth and the core topic of our March conference—"Advance Toward the C-End!"
This is not just a slogan; it is a thorough reflection and upgrade of the "deep distribution, channel is king" model that has dominated Chinese FMCG for the past forty years. At the 2026 juncture, the battle for existing market share has become intense, and "whoever controls the C-end can redefine the B-end in reverse."
Conference Name: [Advance Toward the C-End] The 11th China FMCG Conference
Conference Dates: March 16-18, 2026
Conference Venue: Chengdu, China
This conference is centered on the theme "Advance Toward the C-End," with a brand upgrade for CFC. Over three days, with 3,000+ attendees:
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 experts, 300+ supermarket and convenience store systems, 70+ instant retail flash warehouse systems, 100+ flash warehouse professional distributors, 50+ overseas channels, 80+ regional B2b platforms, 800+ excellent large distributors, and 1,000+ incremental channels, to jointly discuss market changes, empower new growth drivers, and focus on the winning strategies in the era of consumer sovereignty!
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Also, around the theme "Advance 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 the Chinese business world. Technological progress, channel changes, the rise of e-commerce, new retail experiments... all trends seem to point to one conclusion: middlemen are being eliminated.
But the truth is quite the opposite. Disintermediation has never been the real direction of China's distribution system; it is a misinterpretation of a deeper structural change.
In today's era of abundant supply and highly differentiated demand, the real question facing the Chinese 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 distribution system? Who can eliminate friction and improve matching efficiency?
The stance of this conference is very clear:
"Disintermediation" is a false proposition; "redefining the middleman" is the core proposition for the next decade.
**The 2nd Instant Retail Supply Summit**
**and Instant Retail Warehouse-Store Product Matchmaking Session**
In 2025, the instant retail scale is expected to exceed one trillion yuan, with an average annual compound growth rate of 39%, and is expected to surpass 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 the supply side 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 a channel dominated by younger consumers?
How can an effective and reasonable distribution system be built around flash warehouse channels?
Instant retail is moving from "who gets on board first" to "who can achieve controllable supply."
So, this conference focuses on one thing: getting 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 share their product assortment logic;
2. 70+ warehouse-store founders share their procurement logic on site;
3. Latest brand operation case studies;
4. Warehouse-store matchmaking: on-site exchange between brands, warehouse-stores, and service providers.
**Special Sessions and Closed-door Insights: Unlocking New Growth Engines**
Forum 1: FMCG Overseas Channel Development - Analyzing new trends, pathways, and cases for Chinese brands going global, and building a platform for overseas expansion.
Forum 2: Changes in Supplier-Retailer Relations under Supermarket Adjustments - How can brands and distributors seize the initiative through "role reconstruction" amid 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" - From organization to execution, building a direct-to-consumer operation system.
SVIP Exclusive Session 1: Instant Retail Flash Warehouse Hit Product Practice - Closed-loop methods from product selection, listing, to sales promotion.
SVIP Exclusive Session 2: Distributors' Personal Wealth Asset Allocation - Building a safe and sustainable personal wealth system beyond business operations.
**Ticket Purchase**
Important! Limited-time early bird tickets are now available at the lowest price ever. Don't miss out!


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2026-01-16
- Canonical: https://xinjignxiao.com/en/articles/in-2026-the-underlying-logic-of-the-fmcg-industry-has-completely-changed-e1e4ce39/
- Original source: https://mp.weixin.qq.com/s/uSRpclcVquZ0A5N-cvKHWA

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