Since 2019, the FMCG market's never-stopping growth has stalled. Overcapacity, channel diversification, and full online penetration of offline... As the market shifts from an incremental era to a stock era, China's FMCG is experiencing unprecedented difficulties and challenges. But the resilient spirit of FMCG professionals has not faded in the face of difficulties. We see that in this major cycle, on one hand, many brands and distributors are undergoing painful declines and adjustments; on the other hand, many brands, distributors, and even industry service providers, with fearless courage and tenacious efforts, continue to achieve new victories. In the vast traditional Chinese culture, the 'cypress tree', with its unique qualities of defying frost and snow and remaining evergreen, has always been a symbol of resilience and endless vitality. Today, this spirit has been given new contemporary meaning—In 2025, the first China FMCG 'Golden Cypress Award' selection is officially launched.
The 'Golden Cypress Award' aims to recognize those outstanding enterprises that rise to challenges and innovate amid cyclical industry challenges. This is not only an industry event but also a deep exploration and guidance for the future development direction of the FMCG industry.
Interpretation of the 'Golden Cypress Award': From 'Cypress Spirit' to Industry Benchmark The naming of the 'Golden Cypress Award' carries profound industry significance. The resilience of the cypress mirrors the tenacious vitality shown by the FMCG industry amid multiple challenges such as the pandemic impact, consumption structure transformation, and channel fragmentation; while the cypress's evergreen nature symbolizes the industry's sustainable development potential amid digitalization, greening, and intelligent transformation waves.
1. Symbol of Industry Resilience The FMCG industry is the 'barometer' of the national economy and also the most important 'ballast stone' of the Chinese economy. In recent years, China's FMCG has undergone unprecedented changes and challenges. From the explosion of community group buying to the penetration of instant retail, from the intensification of consumption stratification to supply chain fluctuations, industry participants have continuously adjusted strategies and optimized models, demonstrating strong adaptability and innovative vitality. The 'Golden Cypress Award' is a high recognition of those enterprises that maintain growth and drive industry progress despite adversity.
2. Vision of Ecological Evergreen The healthy development of the FMCG industry cannot be separated from the collaborative efforts of multiple roles such as brand owners, distributors, digital service providers, and supply chain service providers. By recognizing the best in these key links, the 'Golden Cypress Award' promotes deep integration across the industry chain, helping to build a healthier and more sustainable industry ecosystem.
3. Banner of Innovation-Driven Development Driven by the digital wave, the FMCG industry is transforming from the traditional 'channel is king' to 'user-centric'. Whether it's the new bC integration model or new scenarios like instant retail, innovation has become the core driving force for enterprises to cross cycles and achieve high-quality development. The 'Golden Cypress Award' encourages enterprises to use innovation as an engine to explore the infinite possibilities of the industry's future.
'Golden Cypress Award' Criteria: Focus on Core Capabilities, Set Industry Benchmarks The 'Golden Cypress Award' selection is based on professionalism and fairness as core principles. This year, detailed criteria have been formulated specifically for three categories: distributors, digital service providers, and supply chain service providers, ensuring that winning enterprises truly represent the industry's excellent level.
1. Distributor 'Golden Cypress Award': Leaders in Channel Transformation Market Management Capability: Indicators such as customer retention rate, network coverage growth rate, and brand owner evaluations reflect distributors' market cultivation and control capabilities amid channel fragmentation. Distribution Efficiency: New product distribution target achievement rate, SKU distribution compliance rate, inventory turnover days, etc., measure distributors' efficiency and contribution in supply chain collaboration. Financial Health: Accounts receivable management capability, order fulfillment rate, etc., reflect distributors' operational stability. Innovative Practices: Exploration results in new channels and models such as community group buying, instant retail, and B2b, showcasing distributors' innovative vitality.
2. Digital Service Provider 'Golden Cypress Award': Technology Pioneers Empowering Transformation Technical Capability: Provide industry-specific solutions covering more than 6 core business scenarios, demonstrating the professionalism and stability of the technical team. Service Effectiveness: Number and quality of typical cases, enterprise satisfaction scores, etc., reflect the actual value of digital service providers. Ecological Collaboration: Ability to promote digital transformation of FMCG manufacturers, especially the ecosystem integration capability of 'chain leader' enterprise-type service providers. Innovative Value: Develop 'small, fast, light, and accurate' products to solve personalized needs of SMEs, demonstrating the value of technology popularization.
3. Supply Chain Service Provider 'Golden Cypress Award': Behind-the-Scenes Heroes of Cost Reduction and Efficiency Enhancement Service Quality and Reliability: On-time delivery rate, order fulfillment rate, etc., reflect the stability and professionalism of supply chain service providers. Cost Reduction and Efficiency Enhancement: Reduce overall supply chain costs through technological innovation or process improvement, showcasing the enterprise's efficiency improvement capability. Emergency Response Capability: Ensure supply stability during emergencies such as pandemics and natural disasters, demonstrating the enterprise's risk resistance capability. Flexible Compatibility Capability: Service capability from factory to terminal to end consumer, and fulfillment capability for omnichannel orders. Green Sustainability: Implement low-carbon logistics, recycled packaging, and other environmental measures, reflecting the enterprise's social responsibility.
Selection Process: Authoritative Review, Open and Transparent The 'Golden Cypress Award' selection is hosted by China FMCG industry professional media platform 'New Distribution', and is evaluated based on comprehensive expert opinions, brand owner and customer evaluations, and peer recommendations. The selection process is divided into three stages, ensuring fairness, justice, and transparency.
1. Recommendation and Self-Recommendation Stage (Now - February 28) Enterprises submit selection materials through the 'New Distribution' platform, including case reports, financial data, customer evaluations, etc., to demonstrate their core capabilities and industry contributions.
2. Initial Screening and Expert Review (March 1-15, 2025) A review panel composed of industry experts, industry media, leading enterprises, and well-known large distributors will score participating enterprises based on detailed indicators, ensuring the authority and professionalism of the selection results.
3. Publicity and Award Ceremony (March 17, 2025) The selection results will be publicized on the official website of the '10th China FMCG Innovation Conference', and officially announced at the award dinner of the 10th China FMCG Innovation Conference on March 17. During the same period, benchmark case sharing sessions will also be held to provide replicable successful experiences for the industry.
The unprecedented transformation in China's FMCG history is just beginning. The 'Golden Cypress Award' is not only a summary and recognition of past achievements but also hopes to inspire more Chinese FMCG manufacturers and industry practitioners to fearlessly face industry changes and jointly promote the historical process of China's FMCG in the 'New World'.
The launch of the first China FMCG 'Golden Cypress Award' marks the industry entering a new development stage. The 'Golden Cypress Award' expects to continuously create value in areas such as 'benchmark demonstration, accelerating replication of best practices', 'resource integration, promoting ecological collaborative development', and 'continuous motivation, helping enterprises cross cycles'. In this era full of challenges and opportunities, we look forward to more enterprises, with the resilience and innovative spirit of the cypress, bravely crossing cycles and jointly writing a new chapter for China's FMCG industry.
Together, in the name of 'Golden Cypress', let us build the future of the industry.
If you are interested in self-recommending or recommending other enterprises or institutions to participate in the 'Golden Cypress Award' selection, please scan the QR code to fill in the content. The deadline for award submissions is February 28. All enterprise owners are welcome to actively participate!
【New Order · Symbiosis】 The 10th China FMCG Innovation Conference Time: March 17-19, 2025 Location: Chengdu, China