The annual Spring Sugar Fair is held as scheduled in Chengdu, but with the winter of FMCG, people are also beginning to question it. The 2017 Spring Sugar and Wine Fair was held as scheduled in Chengdu. Over time, people's doubts about the fair have increased. The fair once created myths for countless companies, with one company collecting 400 million yuan in a single payment, and others going national through it. However, in recent years, controversy has grown. Many feel the fair is just a formality—more about eating, sleeping, and listening to reports, then returning home. The only visual treat is the models hired by liquor companies. The Spring Sugar Fair, like traditional media, is gradually declining. It has become a stage for copycats and small manufacturers, while big companies, except for some franchised products, basically don't show up, as they find it easy to recruit distributors. Small manufacturers just make an appearance and then go silent. Has Spring Sugar Changed? Everything has trends. Gathering FMCG manufacturers through a sugar and wine fair for a joint party is an innovation. Think back to the early days of Spring Sugar: countless companies racked their brains to make a splash and get distributors to leave more cash. They overturned planning schemes again and again, worked overtime on ads, and kept everything secret for fear of leaks that would dampen distributor interest. Spring Sugar was like the Spring Festival Gala for FMCG people. We must admit that the wave of conquering the market through Spring Sugar has passed. Many companies see it as a chicken rib. But is it really? Can you find a better format than Spring Sugar? The FMCG industry has been in a winter for two or three years. To reverse this, innovation is needed. Innovation comes in two forms: big companies launch new products, and small companies launch new products. Big companies have inherent advantages in launching new products, whether in channels or brand endorsement. Distributors just need to follow their requirements. That's why big companies don't need to attend Spring Sugar. But the FMCG winter is also related to big companies' new product launches. The bigger the company, the more arrogant. They basically force-feed new products: if you want to distribute my bestsellers, you must pay for the new products, or forget it. This makes many distributors treat new products as kickbacks—"I earn money from you, so I'll give you a kickback now." Or they simply store the new products in the warehouse and ask for returns when they're about to expire. That's why big companies' new products blow through like a gust of wind, leaving both manufacturers and distributors dead or fleeing. Looking at the brands this distributor represents, we can see it's a large distributor. The service is basically no service, but they have the capital to be arrogant: "I represent many brands, all big ones, and you need me." If a distributor representing first-tier brands acts like this, what about big companies? In contrast, small manufacturers launching new products are betting their lives, because they can't afford to be reckless. They have a grasp on new trends, do research, and only then dare to launch a product. They offer generous policies to distributors. But these small manufacturers are too desperate. They gamble, overly optimistic about their brands, hoping to get rich overnight. They spend heavily on ads and create a buzz, but after a hit at Spring Sugar, they have no follow-up—specifically, they haven't planned what to do after collecting payments. This is why some brands that were hot at Spring Sugar a few years ago were the first to fall. In recent years, everyone has remained rational. Distributors look at products with suspicion, and companies look at distributors with suspicion. No one has the gambler's mentality for this event. Companies focus more on the follow-up management of their products. How to Choose Products? Ask the FMCG circle: is there a more convenient format than Spring Sugar? Just like asking the national audience: is there a better way to celebrate the New Year than the Spring Festival Gala? No. Although there are many communication channels to choose from, the Gala's status is unshakable. You might not become famous by appearing on the Gala, but if you're famous and can't get on it, that's awkward. That's why Guo Degang, though popular nationwide, gets criticized every year for not appearing on the Gala. Happy Twist was once niche, but after the Gala, it became a team rivaling Guo Degang and Zhao Benshan. Can you still question the stars who emerged from the Gala? Similarly, this FMCG event—Spring Sugar—remains unshakable. No other format can gather distributors from all over the country, bring together various brands, and assemble experts in one city in an instant. Only by attending Spring Sugar do you realize how vast the country is, and how many good products are still in a corner, not yet leaving their city. They have potential; just give them wings, and they'll soar. With so many products, how do you choose? First: Clear product selling point Before positioning became popular, the advertising world's most common term was the unique selling proposition—what makes you different from others. If you see a bunch of copycats, imitating whoever is hot, or grafting imitations, distributors, save your energy. You could make such products yourself; no need to distribute them. Second: Sub-brands of big brands Don't consider these. Big brands now disdain attending Spring Sugar. They have the capital to be arrogant; they basically push products down to distributors, which is more efficient. Those using big brand names are mostly licensed products or pay a brand usage fee. Their money might all go to brand leasing, leaving nothing for market investment. Third: Regulars Regulars at Spring Sugar or other sugar and wine fairs. If they attend every fair, it shows they genuinely want distributors. If they've attended more than one or two sessions, it might mean the product is ahead of its time; over time, it will become mainstream, just not done well before. If they keep attending, it shows the company is serious about the product and has the strength to develop it, just needing an opportunity. Such companies won't give up at the first difficulty, nor will they make a big splash with ads and then flip the table and leave when slapped in the face. In fact, these companies are more stable, patient, and capable—not speculators. Fourth: Health The FMCG winter in recent years is due to the inability to provide health endorsement to consumers. As supplies become more abundant, people pay more attention to health concepts. Low-sugar, sugar-free, and water products are trends for the next decade. Fifth: "Sao, Lang, Jian" The post-90s generation has arrived. Although their entrepreneurship is messy and managing them is chaotic, we can underestimate them, but we must respect them. The future truly belongs to them. At Spring Sugar, you might see products with incomprehensible, weird designs and "non-mainstream" concepts. Consider such brands; they can bring you wealth for at least five years (but when the post-90s mature, they'll find the current "sao, lang, jian" childish). Cherish the True Selenium of Spring Sugar There's a hot joke going around. It's 2057, you're in your seventies or eighties, sitting in an empty room, bloated and old, unable to take care of yourself, reviewing a life of no achievements. A meteor streaks by, and you wish to the heavens: "Let me be young again." The heavens say: "Okay." Then, with a "biu," you're back in 2017, young again. How will you live this time? This story is beautiful. We can't travel to the future, but we can cherish the present. Also, in China's current environment, can you really guarantee you'll live to your seventies or eighties, without being taken by cancer one day? Your chance to turn the future around is at this sugar and wine fair, with the brand "Han Shui Xi Gu" (Han River Selenium Valley). Brand Origin Shaanxi Selenium Valley Industry Development Co., Ltd. is a subsidiary of Shaanxi Coal Group, invested and established by Shaanxi Southern Investment Development Co., Ltd. From its birth, this brand carries the mission of transforming Shaanxi's heavy industry to light industry. It's also a new direction Shaanxi Coal Group is seeking for its future, and a direction traditional state-owned enterprises are seeking in the new era. (Water for High-End Meetings) Brand Persistence In 2010, Han Shui Xi Gu True Selenium Water was launched, and it's been seven years now. In 2010, the national coal industry was booming, but the company decided to invest in Han Shui Xi Gu True Selenium Water at that time. This shows the company's foresight and its confidence in the product's prospects. Over the years, its advertising investment has been less than some traditional brands. In fact, if they wanted to launch a bombing campaign, Shaanxi Coal Group has the strength to compete with major companies. But the company didn't take an aggressive approach or force growth; instead, it developed slowly and steadily, waiting for the right time. Compared to other cross-industry companies that give up after a year or two of poor sales and return to their original business, Han Shui Xi Gu True Selenium Water has been on the market for five years, and the company still insists on steadily increasing investment. With people's growing awareness of healthy water, water sales are increasing rapidly each year, and prices are rising. When Evian is already embedded in TV ads, it proves that the price of drinking water for Chinese people has risen to a new level. This is the right timing. (Safety is the First Responsibility) Uniqueness It's a unique water source in the world, rich in selenium. Some say Changbai Mountain is China's best water source, which is why so many companies build factories there. But Han Shui Xi Gu True Selenium Water's source is unique worldwide. Selenium is already scarce in China, and for selenium to be dissolved in water, becoming a good product for supplementing the human body, it requires a history of over 7,500 years. What is selenium? It's the king of anti-cancer. Besides cancer, it greatly helps diabetic patients. Consumers resist beverages and snacks because of diabetes, and selenium water is very beneficial for preventing diabetes and cancer. Such water will inevitably become an important choice for families in the future. (Water on the Table is Han Shui Xi Gu True Selenium Water) Shaanxi is the birthplace of the ancient Silk Road. Fu Tea is Shaanxi's most famous tea. Good water pairs with good tea. It's because of excellent water sources like Han Shui Xi Gu True Selenium Water that Fu Tea has become famous abroad. Corporate Vision To create China's number one healthy water. Han Shui Xi Gu True Selenium Water is the only brand in the country that can boldly shout this slogan, not only because of the company's strength but also because of this unique water source. Not all brands of water can be called "Han Shui Xi Gu True Selenium Water." Every element shown on the ingredient list is required by national testing. Han Shui Xi Gu True Selenium Water is the only water with a selenium content of 0.01-0.05, and its pH is between 7.2 and 8.5, making it weakly alkaline. Whether in terms of functionality or quality, it's the benchmark for healthy drinking water, and this is the capital for the company to claim to create China's number one healthy water. Product Profit Companies that don't talk about profit are being irresponsible. Currently, China's drinking water market is over 120 billion yuan, but profit is less than 4%. So many distributors complain they've become mere movers. Han Shui Xi Gu True Selenium Water is positioned for mid-to-high-end consumers. The high-end drinking water market is growing at 80% per year. The profit for high-end drinking water is considerable. If you want to know how much profit Han Shui Xi Gu True Selenium Water offers, please visit its booth at this Spring Sugar Fair. Old Na says: We are a contradictory nation. When foreign enemies come, we are patriotic, but for our own products, we lack confidence. I don't understand. China is so big, with so many legends, why do Chinese consumers worship foreign brands more than their own? Perhaps our consumers know more about Japanese and Korean brands across the sea than about Han Shui Xi Gu True Selenium Water, even though it's only a few thousand kilometers away. For China's current situation, Han Shui Xi Gu True Selenium Water is a good opportunity. The high incidence of cancer and diabetes makes consumers crave a product that can reduce these risks, and they don't care about price. So this is the best time for Han Shui Xi Gu True Selenium Water. Many of its distributors are beneficiaries of drinking it; they endorse the product with their lives. Compared to waters that sell nostalgia or legends, this water is expensive for a reason... Even if you don't become a distributor, you should buy a few boxes for your loved ones. Recruiting Distributors Sales Director: Guo Ming Phone (WeChat) 1533544434 -END-