On July 13, the 'National Benchmark Daily Chemical Distributor Deep Study Tour' visited Henan Shizhirui Trading, and the event was a complete success! From announcement to execution in less than half a month, registrations far exceeded expectations, with over 150 on-site sign-ins and no empty seats, showing the high interest in 'how to do daily chemical whole-store output' well. The study tour focused on four core topics:
- Business development guide for urban daily chemical distributors
- Breakdown of the daily chemical whole-store operation model
- Live-streaming operation logic for trading companies
- Digital transformation solutions for distributors More than 150 distributor owners from across the country gathered for in-depth exchanges with New Distribution's Chief Content Officer Yuan Lai, Henan Shizhirui Trading General Manager Zhang Wenhai, Henan Shizhirui Trading Live-streaming Head Yang Ning, Zhengzhou Jiahexin Supply Chain General Manager Zhang Yanjie, and the Zhoupu Data team, with non-stop insights and inspiration.
Visiting Shizhirui Trading The study tour took the form of 'on-site visits + classroom sharing + interactive Q&A'. In the morning, distributors visited Shizhirui's display hall and warehouse, gaining an intuitive feel for its whole-store output model, from product selection logic to traffic flow design. From shelf structure to category mix, staff provided detailed explanations throughout, answering visitors' questions with 'knowing everything and saying everything'.
At the meeting, New Distribution's Chief Content Officer Yuan Lai first provided an in-depth interpretation of the 'Business Development Guide for Urban Daily Chemical Distributors'. The sharing, based on multi-party research, brought participants first-hand real cases of regional market development and specific operational guidelines.
New Distribution Chief Content Officer Yuan Lai
On the afternoon of the 13th, Henan Shizhirui Trading General Manager Zhang Wenhai used his own experience as an example, starting from actual cases, to explain how, against the backdrop of supermarket adjustments, Shizhirui Trading used the 'daily chemical whole-store output' model to help retail clients adjust and optimize product structures, reduce costs and increase efficiency for stores, and improve gross margins and sales.
Henan Shizhirui Trading General Manager Zhang Wenhai
Mr. Zhang broke down the daily chemical whole-store operation model into three points: making product combinations based on daily chemical category logic; pursuing overall gross profit rather than single-product gross profit; and replacing N distributors to improve operational efficiency. After Mr. Zhang's sharing, a discussion and exchange session followed, with detailed answers to participants' questions one by one.
Subsequently, Henan Shizhirui Trading Live-streaming Head Yang Ning gave a presentation on 'Live-streaming Operation Logic for Trading Companies', covering industry cycles, e-commerce evolution paths, platform trends, and key risks for the next three years, with clear logic and rich content, drawing continuous applause.
Henan Shizhirui Trading Live-streaming Head Yang Ning
Zhengzhou Jiahexin Supply Chain General Manager Zhang Yanjie used her own case to share how Jiahexin Supply Chain uses B2b e-commerce operation models, providing customers with distribution services through joint procurement and shared distribution, and strong supply chain integration capabilities.
Zhengzhou Jiahexin Supply Chain General Manager Zhang Yanjie
Zhengzhou Jiahexin Supply Chain B2b Operations Head Liu Haiping further shared how distributors can transform and implement B2b, providing participants with a systematic transformation reference.
Zhengzhou Jiahexin Supply Chain B2b Operations Head Liu Haiping
At the end of the meeting, Zhoupu Data Operations Expert Kong Ming brought a sharing on 'Digital Transformation Solutions for Distributors', introducing key improvement indicators in 'personnel efficiency, warehousing and distribution, and customer reach', and demonstrating through the three systems of 'Distribution Manager + Warehouse Manager + Store Manager' how data can become the foundation for efficiency improvement. This sharing also provided participating distributors with an operational thinking upgrade path from 'running fast' to 'running steadily'.
Zhoupu Data Operations Expert Kong Ming
Why Visit Henan Shizhirui Trading? Many friends are curious: why did we organize this 'National Benchmark Daily Chemical Distributor Deep Study Tour', and why visit Shizhirui Trading for the second time? The answer is simple: the model is iterating, challenges are intensifying, and reference value is constantly rising.
Since 2024, the FMCG industry has faced multiple challenges, especially in the daily chemical track, where distributors' business logic is undergoing deep changes:
First, from traditional channels. Regional chain supermarkets are pushing 'adjustments'—no longer accepting 'piling goods and distributing', but moving toward 'net price + self-operation + integrated procurement'. If distributors remain just 'suppliers', they can easily be marginalized.
Second, from online platforms. Instant retail's billion-yuan subsidies are gradually penetrating the daily chemical category. Meituan Flash Purchase, JD.com Hourly Delivery, and Douyin Supermarket are all entering, rapidly raising the ceiling on price, service, and fulfillment capabilities.
Against this backdrop, many daily chemical distributors are anxious: 'The old playbook no longer works. How should I transform? And where can I learn?'
Shizhirui Trading is one of the most representative transformation samples in the industry.
Henan Shizhirui Trading was founded in 2015. It mainly operates all categories of daily chemicals, covering more than 200 daily chemical brands including washing, home cleaning, skincare, makeup, and oral care, totaling 6,000 SKUs, with 180 employees, a warehouse area of 12,000 square meters, annual sales of 400 million yuan, and a cash settlement model at the store level.
In its early days, Shizhirui discovered that store owners lacked the time and energy to manage daily chemical shelves, and that single- or few-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 display, they made store owners willing to cooperate. This was the prototype of Shizhirui's daily chemical whole-store output model.
In 2019, through cooperation with Zhengzhou Huayu Baijia Supermarket, it achieved staged success in the supermarket channel. In 2021, it cooperated with Taoxiaopang Supermarket, introducing high-end imported skincare products, further enriching Shizhirui's category structure and enhancing its professional capability in whole-store output.
Today, it is also developing new capabilities such as live-streaming, content seeding, and e-commerce supply. Shizhirui is no longer a traditional distributor that only considers the demands of one or two brands, but stands at the supermarket store level, considering consumer needs and acting as a store purchasing assistant.
This is a form of distributor that actively creates value, breaking away from the traditional 'agency + distribution' path, and truly reconstructing the business model from the perspective of store and consumer needs.
If this study tour brought us the greatest inspiration, it should be a re-understanding of 'how distributors should survive'. We summarize it into three points, worth every distributor's consideration:
First: Reconstruction of business thinking—from agency brands to serving stores. In the past, we were in the business of 'selling manufacturers' goods'; now we must transform into the capability of 'combining and selling the products consumers want'. Shizhirui's logic is to reconstruct the supply structure with the store's business at the core, fundamentally no longer 'selling whoever gives the highest rebate'.
Second: Whole-store output is a trend, not a slogan. It is not simply placing a shelf or launching promotional gift packs, but a complete set of systematic capabilities: product structure design, price system construction, sell-through logic formulation, and service mechanism support. Behind this lies a deep understanding of categories and refined operational capabilities.
Third: The opportunity window exists, but it is reserved for 'those who are prepared'. Supermarket adjustment is an inevitable trend, but not all stores are aware of the crisis yet. This is precisely the best preparation period—whoever thoroughly understands the full daily chemical category and polishes whole-store output to maturity will be the first to catch the opportunity once the supermarket transformation spreads locally.
'New Distribution' believes that Shizhirui's practice, with both a shift in thinking and the tempering of organizational and operational capabilities, is a truly 'learnable and replicable' case. Therefore, through the study tour, we hope to bring this sample to more people, helping more daily chemical distributors nationwide find direction and expand their cognition.
In the future, the 'National Benchmark Distributor Deep Study Tour' series will continue, and we will continue to explore more excellent distributor practice samples, providing distributor friends with opportunities for frontline exchange and in-depth learning.
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