---
title: "National Benchmark Daily Chemical Distributor Deep Study Tour - Henan Shizhirui Trading, Complete Success!"
description: "On November 28, the first stop of the National Benchmark Daily Chemical Distributor Deep Study Tour, Henan Shizhirui Trading, concluded successfully. Within just half a month from announcement to start, registrations far exceeded expectations, with over 110 attendees on the day. Zhang Wenhai, General Manager of Shizhirui Trading, and Yuan Lai, Chief Content Officer of New Distribution and initiator of the Tower Alliance, shared valuable insights. At the post-event dinner, many distributor owners expressed that the tour was highly rewarding. Many followers of New Distribution are curious about why this study tour was organized."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-12-02"
language: "en"
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# National Benchmark Daily Chemical Distributor Deep Study Tour - Henan Shizhirui Trading, Complete Success!

> On November 28, the first stop of the National Benchmark Daily Chemical Distributor Deep Study Tour, Henan Shizhirui Trading, concluded successfully. Within just half a month from announcement to start, registrations far exceeded expectations, with over 110 attendees on the day. Zhang Wenhai, General Manager of Shizhirui Trading, and Yuan Lai, Chief Content Officer of New Distribution and initiator of the Tower Alliance, shared valuable insights. At the post-event dinner, many distributor owners expressed that the tour was highly rewarding. Many followers of New Distribution are curious about why this study tour was organized.

On November 28, the first stop of the National Benchmark Daily Chemical Distributor Deep Study Tour, Henan Shizhirui Trading, concluded successfully! From announcement to start, in just half a month, registrations far exceeded expectations. On the day of the event, over 110 people signed in, and the conference venue was packed. Zhang Wenhai, General Manager of Shizhirui Trading, and Yuan Lai, Chief Content Officer of New Distribution and initiator of the Tower Alliance, shared high-quality content. At the post-event dinner, many distributor owners expressed that the tour was highly rewarding. Many friends following New Distribution are curious about why this National Benchmark Daily Chemical Distributor Deep Study Tour was organized. Based on New Distribution's visits over the past six months, we found that the 2024 supermarket adjustments have brought significant pressure to many distributors serving supermarkets. Regional retailers are "following the trend" of adjustments, requiring distributors to do direct supply at bare prices, which many distributors find troubling. At this study tour, many distributor owners also complained: "If we do it, our own interests are harmed; if we don't, someone else will always be willing." New Distribution has always emphasized that in the future, distributors need to develop deep category operation capabilities, transforming from brand distributors to category distributors. This is the core starting point for this study tour. The tour focused on two major topics:
> - Business development guide for urban daily chemical distributors; - Analysis of Henan Shizhirui's whole-store operation model.
**Visiting Shizhirui Trading** This study tour adopted the format of "on-site visits + classroom sharing + interactive Q&A," allowing participants to deeply understand and recognize Shizhirui's whole-store output model through visits to the Shizhirui display hall, warehouse, and actual supply stores (Tao Xiaopang). Zhengzhou Shizhirui Daily Chemical Display Hall
Visit to the 12,000m2 large warehouse
Visit to the daily chemical section of Tao Xiaopang Supermarket
Staff provided detailed explanations at every step and answered all questions from participants without reservation. After a morning of visits and learning, many distributor friends entered the classroom with questions. At the meeting, Yuan Lai, Chief Content Officer of New Distribution, first provided an in-depth interpretation of the "Business Development Guide for Urban Daily Chemical Distributors." **The sharing content combined multiple field visits and research, bringing participants first-hand real cases of regional market development and specific operational guidelines.**
Yuan Lai, Chief Content Officer of New Distribution
Next, Zhang Wenhai, General Manager of Henan Shizhirui Trading, used his own experience as an example, **describing Shizhirui's ten-year development from 2015 to 2024, as well as the detailed practices of whole-store output.**
Zhang Wenhai, General Manager of Henan Shizhirui Trading
Regarding the overall logic of whole-store output, General Manager Zhang summarized three points: **product mix, comprehensive gross margin, and supply efficiency.** In a sharing session lasting an hour and a half, General Manager Zhang fully elaborated on these three points. **Why choose Henan Shizhirui?** Henan Shizhirui Trading was founded in 2015. It mainly operates all categories of daily chemicals, including washing, household cleaning, skincare, makeup, and oral care, representing nearly 150 daily chemical brands, totaling 4,000 SKUs, with 180 employees, a warehouse area of 12,000m2, annual sales of around 300 million yuan, and implementing a cash settlement model at the store level. In the early days of entrepreneurship, Shizhirui discovered that store owners did not have the time and energy to manage daily chemical shelves, and that single or multi-brand distributors had high markup rates due to slow turnover in small stores. Therefore, **by acting as store purchasers, aggregating daily chemical products, proactively reducing some gross margins, and doing good product displays, they made store owners willing to cooperate with them.** This was the prototype of Shizhirui's daily chemical whole-store output model. In 2019, through cooperation with Zhengzhou Huayu Baijia Supermarket, they achieved phased success in the supermarket channel. In 2021, they cooperated with Tao Xiaopang Supermarket, introducing high-end imported skincare products, further enriching Shizhirui's category structure and enhancing their professional capability in whole-store output. **Shizhirui is no longer a traditional distributor that only considers the demands of one or two brands, but rather stands at the supermarket store level, considering consumer needs and acting as a purchasing assistant for stores.** This study tour, we believe, has three very important significances:
> First, a change in business thinking and cognition, jumping out of single-brand agency, transforming from a manufacturer agency business to a store operation business; second, daily chemical distribution in offline channels is not without a way out, but compared to the past, it brings more challenges for our distributors. We need to understand retail, do product mix, do product operation, and have higher requirements for distributors' operational capabilities; third, the whole-store output model is the direction, but whether we can achieve daily chemical whole-store output in our own cities requires not only improving our own capabilities but also a change in the cognition of supermarket stores. In some cities, supermarket adjustments have not yet started, and there is no sense of crisis. This is precisely the opportunity for our distributors. First, reserve, accumulate, and polish the professional capabilities of the entire daily chemical category. When the supermarket adjustment wave blows to our own city, we can take advantage of the situation.
New Distribution believes that the case of Henan Shizhirui will have very important reference value for FMCG distributors nationwide. We also hope that through this study tour, we can bring some inspiration and thinking for everyone's future business. In the future, the series of activities of the National Benchmark Distributor Deep Study Tour will continue, and we will continue to explore more excellent distributor practice cases, providing opportunities for on-site exchange and discussion for distributor friends.


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