From October 9 to 11, the 5th China FMCG Conference and the 1st China FMCG Distributor Conference were successfully held at the Shenzhen Denghill International Hotel. The conference was hosted by New Distribution and co-hosted by Anchor Intelligence. Over the three days, more than 1,500 FMCG industry professionals from across the country participated in this grand event, with over 80 speakers delivering wonderful content. On October 9, Mr. Liang Pengfei, President of Anchor Intelligence and co-host of the conference, delivered a keynote speech titled "New Growth, Creating the Future: Supply Chain Innovation Supports New Growth" to more than 1,500 industry professionals, proposing a "New Growth" model under the new world environment, which resonated strongly with all FMCG manufacturers and distributors present. To this end, New Distribution has compiled the essence of Mr. Liang Pengfei's speech for the benefit of our readers.

Embrace the New Era with Passion

This is an unprecedented era. First, in 2022, the natural population growth rate of the national permanent population turned negative for the first time (-0.6%), indicating that the era of stock and even shrinkage has arrived. Second, consumption is showing a K-shaped divergence, with increasing gaps in consumer behavior and spending levels, forming a polarization that significantly impacts companies' market positioning and product strategies. Third, society is gradually forming an "M-shaped" bimodal structure, which also raises new demands for brand and category innovation. As Stefan Zweig wrote in the preface of The World of Yesterday: "All bridges between our today and our yesterday and the day before have collapsed." The structural changes in the global economy, including supply and demand, demographics, and cost structures, are irreversible. Future large-scale growth will become increasingly difficult, and pursuing quality growth is the only direction.

For challengers, innovators, and those who still hold firm beliefs and methods for growth, this is actually the best of times. The key is to identify variables and constants amidst great changes, understand the essential factors, and find methods for high-quality growth to navigate cycles, turn crises into opportunities, and achieve new growth.

Helping Customers "Skip a Jump" to Achieve Supply Chain Transformation

Liang Pengfei believes that restructuring the growth model is essentially recasting a company's business model. For brand owners, the pursuit of better "efficiency, cost, and service experience" remains unchanged. Supply chain (logistics) capability is the foundation of a company's operations. Under the new business model, the traditional multi-segment fragmented supply chain under the distribution model is no longer applicable. The supply chain (logistics) of the FMCG industry must transform into a comprehensive supply chain model of "end-to-end integration + full digitalization" to form a new, future-ready supply chain cost structure and efficiency standards.

From 2019 to 2023, Anchor Intelligence spent five years implementing the "One Pallet" supply chain solution, serving numerous leading FMCG brands, driving end-to-end efficiency improvements, and helping customers "skip a jump." For example, when serving a beer company, consider how many times a bottle of beer is moved when a consumer buys it at a community store. The answer is 4 to 5 nodes, with 8 to 12 handlings. This repetitive operation results in high channel inventory and costs, ultimately borne by the brand owner. Through Anchor Intelligence's full-chain service, the beer company implemented a "One Pallet" unified warehousing and shared distribution supply chain solution, shipping directly from the factory to a shared distribution center, then to distribution stores, and finally to terminal stores via a "two-jump" process, significantly shortening the chain.

Additionally, Anchor Intelligence supported the beer company in achieving product freshness through methods such as three deliveries per day. The "One Pallet" supply chain model designed by Anchor Intelligence consolidates all goods into a single warehouse, establishing unified standards within the region, including inventory turnover, inventory sharing, production-sales linkage, and digitalization, enabling brand owners to reconstruct end-to-end costs from the perspective of the value chain leader. Ultimately, this achieves first-in-first-out and fast-in-fast-out of goods, helping customers "skip a jump" in circulation, allowing the supply chain to create greater value for brands and consumers.

Helping Customers "Gain One More Partner" to Achieve New Growth

"Growth is the greatest priority, and profitability is the best outcome." Only when both volume and profit grow simultaneously can it be considered quality growth, which is the "new growth" in the new era.

What is Anchor's position in the commercial flow? As shown in the diagram below, both brand owners and distributors are Anchor's customers. Anchor aims to support customers in achieving new growth through supply chain (logistics) services.

Every brand owner has weak regions and channels, and Anchor's network of 3,000+ core distributors can fill this gap. Regional distributors also have delivery blind spots, and Anchor's uniform fulfillment network can adapt to this need. Anchor is committed to creating additional value for partners through supply chain services, starting with connection and ending with service. In summary, it is "finding good channels for good brands, and good brands for good channels."

"Being the Waist and Legs" to Create Additional Value for Partners

How to describe the relationship between commercial flow and logistics? Liang Pengfei used a vivid example from Foshan lion dance: commercial flow is the lion's head, face, and feet, while logistics is the waist and legs. Since we have chosen logistics, we must seriously do well as the "waist" and "legs" to support customers in achieving greater success.

Only then can we create a majestic lion. So how to be the "waist and legs" of a waking lion? First, adhere to long-termism. Anchor Intelligence focuses on two core industries: general home appliances and general FMCG, deeply cultivating integrated supply chain services to achieve better cost, efficiency, and experience, supporting customers in achieving high-quality new growth. Second, persist in digital investment. We have built end-to-end digital and intelligent service capabilities, achieving efficient connection of "people, goods, vehicles, and venues" through full-chain data collection and informatization, with visible and controllable data. This supports enterprises in building digital and intelligent supply chain logistics systems, achieving efficient product and logistics management, improving the matching capability between demand and supply chain, and order and supply chain scheduling, helping enterprise customers reconstruct new production relationships and business models, and further enhancing the value of the industry chain.

Every enterprise has established an optimal solution within its own cognition and management scope, but unfortunately, these are isolated closed systems. If they can open their boundaries, they can co-create more new possibilities, opportunities, and models. Connection is greater than ownership, and openness is the best path.

Under the current new environmental changes, the drums are beating loudly. Fortunately, after years of exploration and practice, Anchor Intelligence has successfully achieved this important "change" in supply chain innovation, and is now embarking on the long march of "new growth" with more and more FMCG brand owners and distributors. The road ahead is long and bright; it is both a journey and a smooth path.

PS: For those interested in the on-site speech content, please follow the recent posts on the New Distribution WeChat official account. We will compile and publish all speakers' speeches for our readers.

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