---
title: "The Power of Time: Lightning Warehouse Operations Launch New Products, Breaking 100 Million in One Year | Case Study of the 'Next-Generation Intermediary'"
description: "In the FMCG industry, the narrative of 'dealer extinction' has persisted for over five years. Yet the reality is that intermediaries will not disappear; only the 'old-style intermediaries' who merely move goods and rely on relationship-based financing will vanish. As New Distribution has consistently observed, 'de-intermediation' is a false proposition, but 'iterating intermediaries' is a real one. Recently, I had an in-depth conversation with 'Time Power,' a company founded by three former Shanghai Jahwa executives—Chen Xin, Song Derui, and Wang Rongmiao—with an average team age of 26. In just one year, they captured nearly 50% of the lightning warehouse market share for Baicaowei and propelled the emerging brand Suanzhanggui (Manshanchan) to annual sales exceeding 100 million yuan."
author: "任文青Andy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-01-15"
categories: "Brand Marketing, E-commerce & Instant Retail"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/the-power-of-time-lightning-warehouse-operations-launch-new-products-bre-122eb55a/"
markdown: "https://xinjignxiao.com/en/articles/the-power-of-time-lightning-warehouse-operations-launch-new-products-bre-122eb55a.md"
original_source: "https://mp.weixin.qq.com/s/KilOlvijwf3muBTjl79CVA"
translation: "https://xinjignxiao.com/zh/articles/%E6%97%B6%E9%97%B4%E5%8A%9B%E9%87%8F-%E9%97%AA%E7%94%B5%E4%BB%93%E8%BF%90%E8%90%A5%E6%96%B0%E5%93%81-1%E5%B9%B4%E7%A0%B4%E4%BA%BF-%E4%B8%8B%E4%B8%80%E4%BB%A3%E4%B8%AD%E9%97%B4%E5%95%86-%E6%A1%88%E4%BE%8B-122eb55a.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/the-power-of-time-lightning-warehouse-operations-launch-new-products-bre-122eb55a/"
citation: "任文青Andy. “The Power of Time: Lightning Warehouse Operations Launch New Products, Breaking 100 Million in One Year | Case Study of the 'Next-Generation Intermediary'.” New Distribution, 2026-01-15. https://xinjignxiao.com/en/articles/the-power-of-time-lightning-warehouse-operations-launch-new-products-bre-122eb55a/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# The Power of Time: Lightning Warehouse Operations Launch New Products, Breaking 100 Million in One Year | Case Study of the 'Next-Generation Intermediary'

> In the FMCG industry, the narrative of 'dealer extinction' has persisted for over five years. Yet the reality is that intermediaries will not disappear; only the 'old-style intermediaries' who merely move goods and rely on relationship-based financing will vanish. As New Distribution has consistently observed, 'de-intermediation' is a false proposition, but 'iterating intermediaries' is a real one. Recently, I had an in-depth conversation with 'Time Power,' a company founded by three former Shanghai Jahwa executives—Chen Xin, Song Derui, and Wang Rongmiao—with an average team age of 26. In just one year, they captured nearly 50% of the lightning warehouse market share for Baicaowei and propelled the emerging brand Suanzhanggui (Manshanchan) to annual sales exceeding 100 million yuan.

In the FMCG industry, the narrative of 'dealer extinction' has persisted for over five years. Yet the reality is that intermediaries will not disappear; only the 'old-style intermediaries' who merely move goods and rely on relationship-based financing will vanish.
As New Distribution has consistently observed, 'de-intermediation' is a false proposition, but 'iterating intermediaries' is a real one.
Recently, I had an in-depth conversation with 'Time Power.' This company is intriguing: its three founders—Chen Xin, Song Derui, and Wang Rongmiao—are all 'regulars' from Shanghai Jahwa. The average age of the team is 26. In just one year, they captured nearly 50% of the lightning warehouse market share for Baicaowei and propelled the emerging brand Suanzhanggui (Manshanchan) to annual sales exceeding 100 million yuan.
In them, I see a typical sample of the 'next-generation intermediary'—a species entirely different from traditional distributors.
### **Instant Retail: The Disconnect Between Sell-in and Sell-out**
As the company's founder, Chen Xin believes the biggest difference from traditional distributors is that 'Time Power' is an operations-driven distributor.
Which channel do they operate? Instant retail.
In 2025, under the subsidy war among platforms, instant retail has become the focus of all brands. In fact, instant retail is not new; the past focus was O2O, but now the spotlight is on lightning warehouses.
'The biggest pain point for brands in O2O is the disconnect between Sell-in and Sell-out,' Chen Xin said.
How is Sell-in done? Regional distributors supply and sell into offline stores, which then list on platforms like Meituan and Ele.me.
Sell-out is a separate operation: the brand's O2O department hires third-party operators for online traffic.
Those who sell goods don't watch traffic; those who drive traffic can't touch the goods.
The emergence of lightning warehouses gives brands the potential to integrate Sell-in and Sell-out, but many brands haven't realized this. Their approach remains:
  * Local distributors: responsible for moving goods into lightning warehouse storage, solving the physical 'entry.'
  * ISV/OP (third-party operators): responsible for adjusting weights, buying traffic, and running promotions on platforms like Meituan and Taobao Flash Purchase.
Third-party operators spend heavily on the front end, but the backend may lack stock because distributors haven't filled SKUs; distributors sell into warehouses on the back end, but find no front-end traffic, leaving goods as near-expiry items.
Operators lack control over goods; those with goods control lack operations. Teams work in silos, leading to extremely low efficiency and wasted costs. It looks like a division of labor, but in reality, it's completely disconnected.
Chen Xin pointed out sharply: brands don't lack mere 'porters'; what they truly crave is a hand that can simultaneously grasp 'goods control' and 'traffic.'
### **How to Bridge Sell-in and Sell-out?**
Having identified the gap, how does Time Power operate?
Chen Xin and his team didn't follow the traditional 'distribution agency' path; instead, they deconstructed the 'full instant retail chain' and precisely targeted the core of the business.
First, unify the 'identity': both supply goods and run operations.
Time Power has a hardcore label in the market: it is one of the top three national TP (third-party) companies in the pre-warehouse industry and a core OP (operations provider) service provider officially recommended by Meituan Flash Purchase.
This 'dual identity' means that when negotiating with lightning warehouse owners about stocking, they hold the traffic command; when formulating marketing strategies on platforms, they have real-time access to dynamic inventory at every warehouse.
'We don't just supply goods; we help brands gain sales increments,' Chen Xin said.
Second, manage granularity down to the 'warehouse.'
Traditional distributors operate at the 'city' level; Time Power operates at the 'warehouse' level. Take Baicaowei as an example: snacks are a category that heavily depends on scenarios and timeliness.
When Time Power operates, the distribution team synchronizes real-time arrival information of each warehouse to the marketing team. Which warehouse is prone to stockouts on Friday nights? Which warehouse's surrounding young people prefer large packages? The distribution and operations teams are in the same office, separated not by processes but by a desk.
This collaboration has enabled Baicaowei to achieve penetration and conversion rates far exceeding similar brands, ultimately capturing nearly 50% market share.
Furthermore, shift from 'begging to enter' to 'leading sales.'
Many distributors fear platform price suppression, but Time Power, through a 'full-network new hit product monitoring system' and the 'Lightning Bangbang' digital tool, empowers channels in reverse.
They tell lightning warehouse owners: 'Based on our data analysis, young people in your area recently have a strong preference for spicy and sour chicken feet. I not only have the goods, but I can also drive traffic for you on the platform.' Through this logic, they helped 'Suanzhanggui' quickly expand to 8,000 stores, with monthly sales exceeding 10 million yuan.
Notice that such intermediaries are no longer in a begging role but are allocators of benefits.
### **What Capabilities Will Future Intermediaries Need?**
After talking with Chen Xin, I've further reflected on the 'next-generation intermediary.' In an era of surplus, intermediaries must possess the following three 'upgraded' capabilities to survive:
First: Shift from 'resource orientation' to 'algorithm-driven.'
Traditional distributors rely on relationships, wining and dining, and winning over procurement. But the next generation relies on understanding platform algorithms.
Time Power's team averages 26 years old; they don't negotiate over drinks but seek opportunities in data models. They can calculate ROI, understand retention rates, and use digital tools to achieve 'controllable supply.'
The future intermediary is essentially a consulting firm with logistics capabilities. If you don't understand retail sales logic, you don't deserve to talk about distribution in this era.
Second: Shift from 'moving existing stock' to 'developing increments.'
Most distributors fight over a shrinking pie; they take whatever targets brands set and divide territories. But the next generation must have the ability to 'discover increments.'
Time Power not only deepens domestic instant retail but also keenly captures the 'generational dividend' of going overseas. They established a company in Dubai, exporting China's mature e-cigarette distribution and new consumption operations capabilities to the Middle East.
Chen Xin believes the value of intermediaries lies in reorganizing social resources. If you can bring China's hit products to the world or channel offline traffic online, you are creating increments.
Third: Full-chain 'business closure' capability.
In the future, brands will increasingly prefer 'turnkey project' partners. If you can only deliver goods, brands will need to hire an operations manager to oversee you; if you can deliver goods, manage marketing, and handle customer service and after-sales, you become the brand's 'external distribution department' for specific channels.
As Time Power is currently doing: functionally, it handles both B2C marketing and B2B distribution; in terms of sectors, it handles both domestic instant retail and overseas distribution.
The emergence of such all-round players will force single-function intermediaries off the stage.
### **Conclusion**
I have always believed that de-intermediation is a false proposition because the 'efficiency value' created by intermediaries can never be fully replaced.
But we must clearly see that old-era intermediaries are losing their function on a large scale. The model of buying low and selling high, surviving on information asymmetry, is collapsing in this transparent world.
These young people, represented by Chen Xin, don't believe in so-called 'relationship philosophy'; they only believe in efficiency, data, and closure.
After our conversation, I have a clear judgment about the core characteristics of the next-generation intermediary: they must not only Sell-in but also Sell-out.
As Chen Xin said to me at the end of the interview: 'You can't just serve the existing stock; you must become the source of increments.'
In this unpredictable era, those who survive are never the strongest or the smartest, but those who can perceive changes fastest and complete self-iteration—the 'new species.' Time Power's story is just beginning, and the 'Age of Great Navigation' for China's next-generation intermediary group is just unfolding.
This is the true significance of our focus on next-generation intermediaries. For more cases of 'next-generation intermediaries,' please continue to follow New Distribution.
To delve deeper into these business logics, in March 2026, in Chengdu, we will present an annual celebration of 'species evolution' at the 'CFC 6th China FMCG Distribution and Retail Conference.'
1. On-site release of the 'Next-Generation Intermediary White Paper—China FMCG Circulation Insights 2026.'
2. Founders gather for practical sharing on how to become a 'next-generation intermediary.'
3. On-site construction of an efficient matching matrix to help growth-seeking brands precisely connect with 'super partners.'


---

## Citation metadata

- Publisher: New Distribution
- Author: 任文青Andy
- Published: 2026-01-15
- Canonical: https://xinjignxiao.com/en/articles/the-power-of-time-lightning-warehouse-operations-launch-new-products-bre-122eb55a/
- Original source: https://mp.weixin.qq.com/s/KilOlvijwf3muBTjl79CVA

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671