On February 13, 2025, New Distribution officially announced the first China FMCG 'Golden Cypress Award' selection. The awards include three major honors: Supply Chain Service Provider, Digital Service Provider, and Distributor, aiming to recognize outstanding companies that have risen to challenges and innovated amid cyclical industry difficulties. From March 17 to 19, 2025, at the [New Order · Symbiosis] 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference, the winners of the first China FMCG 'Golden Cypress Award' were officially announced. A total of 12 companies won the Distributor Award. The following is an analysis of the winners.
Winner: Shaanxi Jiapin Yunshi Reason: Founded in 2017, Jiapin Yunshi achieved annual sales of 1 billion yuan in just six years, setting a record for the fastest growth among trading companies. To date, it covers over 15,000 stores and 6,000 SKUs. Jiapin Yunshi firmly believes that providing efficient one-stop supply chain services to small retail stores brings significant economic value. Its practice offers a clear growth path for distributors seeking local expansion and development, leading the progress of the trading industry.
Winner: Shenzhen Xingzhidao Trading Reason: Shenzhen Xingzhidao Trading deals in multiple categories including beverages, grain and oil, condiments, and leisure snacks, with annual sales exceeding 1 billion yuan. It covers major retailers such as Sam's Club, Walmart, CR Vanguard, RT-Mart, and Hema. In 2015, it won the 'Best Dry Goods Seasonal Supplier' award presented by Walmart's CMO. The past decade saw a downturn for retail chains, but it was a golden decade for Xingzhidao. In 2024, multiple private labels were launched. Xingzhidao is transforming from a brand agent to an omni-channel operator, setting a growth model for supermarket distributors.
Winner: Jiangxi Bajie Supply Chain Reason: Jiangxi Bajie Supply Chain primarily deals in condiments, while also venturing into baijiu, grain and oil, and leisure snacks. Its subsidiary Bajie Weiye has developed a one-stop supply model for condiments in small community supermarkets, capturing over 70% of the condiment category share in 5,000 community stores. It has completely changed its previous business model, shifting from a brand-oriented approach to a store-demand-oriented philosophy. The one-stop supply of condiments has become the most advanced business model in the condiment trading field.
Winner: Xuzhou Jintong Food Reason: Founded in 2014, Xuzhou Jintong Food has expanded its business to trading agency, fresh food supermarkets, and snack franchise stores, with annual sales in the hundreds of millions. In 2024, it continued to explore more business possibilities, using supply chain financial leverage to acquire quality commercial assets. A post-90s distributor in a county town of 700,000 people, Xuzhou Jintong Food's business practice opens another window for distributors. It also shows that the post-90s generation of distributors, as a new group, can create unlimited possibilities.
Winner: Luoyang Hecai Trading Reason: Before 2020, it represented over 80 brands with annual sales exceeding 100 million yuan, becoming a leading local distributor. In 2020, it continued to expand by using B2b digitalization to provide one-stop FMCG supply chain services to small and medium stores, successfully creating the Shendu Yigou platform. Today, Hecai Trading has become a benchmark for distributors in prefecture-level cities nationwide, with over 1,000 distributors visiting Luoyang to learn from it. It has also become a designated learning base for brands such as Pepsi, Strong, and Wuqiong, leading the industry.
Winner: Yiwu Huihua Food Reason: Huihua Food is an influential beverage distributor in East China and a core partner of brands like China Resources Beer, Yanghe, and Xijiu. Huihua's unique 30/70 channel model (30% direct supply + 70% distribution) allows it to serve quality terminals while controlling the market. It also implements a 'territory' policy for downstream distributors, enhancing their initiative and loyalty. In 2019, Huihua entered a new growth phase, growing fivefold in five years and joining the billion-yuan club, a phenomenal growth case in the era of stock competition.
Winner: Zhengzhou Haocheng Jinrui Trading Reason: Starting from general merchandise trading, it entered the pet sector and became a strategic supplier to many well-known supermarkets through a whole-shelf output model. By building a trinity solution of product + operation + service, it covers over 3,000 supermarkets across 32 provinces and cities. In 2019, it pioneered the N52 shelf system, and in 2024, it upgraded to a full-category custom operator for pets. The combination of trading agency, scenario-based display design, private domain operation services, and upstream brand incubation provides an innovative model for traditional distributors' transformation.
Winner: Shenzhen Guanduoduo Trading Reason: Over 26 years, it has expanded from Shenzhen and Dongguan to the entire South China region, growing from a traditional distributor to a beverage supply chain giant in South China. It covers wholesale, direct supermarket supply, foodservice distribution, traditional e-commerce, and new retail channels, with over 100,000 square meters of warehousing, serving over 1,000 supermarkets, 4,000 terminals, and 30,000 foodservice outlets. From traditional trading to a modern supply chain platform, Guanduoduo, rooted in its channel network, is providing a benchmark for trading transformation and upgrading through operational innovation.
Winner: Shaanxi Baihui Trading Reason: Specializing in paper products, sanitary products, and oral care, it is a professional category operator in Northwest China. It has created a unique 27-character management policy based on category characteristics, with omni-channel layout focusing on core business customers. Internally, Baihui Trading stands out with its business partner model introduced in 2015 and a 'platform + small organization' structure established in 2018. With professional business management and partnership-based organizational management, Baihui Trading's practices set standards for mainstream distributors.
Winner: Mengcheng Xishi Supply Chain Reason: Specializing in leisure snacks, it represents over 100 brands and achieves annual sales exceeding 100 million yuan in a county town with a population of one million, covering 2,000 outlets of various types. Xishi Trading emphasizes business positioning, focusing on downstream supply chain business rather than brand agency. It focuses on dominating a single category locally to achieve absolute monopoly and gain bargaining power, then gradually expands to adjacent categories to tap incremental growth. Mengcheng Xishi Supply Chain's business logic provides a growth model for mainstream distributors in county areas.
Winner: Tangshan Yihe Service Provider Reason: Starting to explore B2b supply chain in 2019, it is one of the earliest practitioners in the distributor field. In 2021, it expanded into hard discount retail, and now operates over 30 community hard discount stores. Today, Tangshan Yihe focuses on small store business, offering full-category supply, franchise, and business consulting services, establishing a store-centric business philosophy. Its 'B2b + hard discount' practice has opened new ideas for mainstream distributors previously focused on supermarkets.
Winner: Suzhou Dunhua Trading Reason: Starting with leisure snacks, through professional snack operations, it became one of the top ten strategic suppliers for Haolaixiang Snacks. In 2019, it established a brand operation company, deeply cooperating with snack chains like Haolaixiang, Zhao Yiming, and Laopo Daren. In 2023, it founded Dayu Jingxuan Snacks, opening 20 direct stores in one year. In 2024, it established Guozishu Food as a custom operator for chain systems. The combination of trading agency, local snack chains, and custom product operations shows another possibility for traditional distributors. Amid cyclical industry challenges, there is always a group of outstanding distributors who drive frontline market growth with innovation and resilience.