---
title: "The \"Spring\" for Small and Medium Brands Has Arrived: No Worries About Selling!"
description: "Many may wonder how it could be spring when business is tough, with burning cash and rising traffic costs. However, from a longer historical and industry perspective, the rise of new brands and quality products signals a spring. These brands fall into two categories: conventional new consumer brands and regional agricultural specialty products, both benefiting from improved infrastructure and digital channels that ease distribution and expand market reach."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-12-14"
language: "en"
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# The "Spring" for Small and Medium Brands Has Arrived: No Worries About Selling!

> Many may wonder how it could be spring when business is tough, with burning cash and rising traffic costs. However, from a longer historical and industry perspective, the rise of new brands and quality products signals a spring. These brands fall into two categories: conventional new consumer brands and regional agricultural specialty products, both benefiting from improved infrastructure and digital channels that ease distribution and expand market reach.

When seeing this title, I suspect many will wonder: how could it be spring? Isn't it winter? Business is getting harder, burning money and losing money, traffic costs are rising—how can it be that products sell well?
Indeed, the above is true, but if we look from a different dimension, over a longer historical cycle, and from an industry perspective, isn't the rise of more new brands and good products a sign of spring?
The rise of new brands can be broadly divided into two categories:
**First, conventional new consumer brands**, typically represented by Genki Forest, Perfect Diary, Wang Baobao, Zhong Xuegao, etc., which have become the focus of industry attention and discussion in recent years.
**Second, traditional regional products**, mainly referring to regional agricultural specialties such as rice, fruits, and vegetables. Although strictly speaking, they cannot be called brands, they are more known as good products labeled by regional characteristics, but the key elements and growth soil behind their rise are similar to conventional new consumer brands.
As an important sub-category in the FMCG industry, regional agricultural specialty products have actually received very low attention in the past. Due to geographical characteristics, it is difficult to go regional or national; they are mostly localized, naturally lacking industry-wide attention and insight.
As an industry observer, New Distribution has previously reported and analyzed many conventional new consumer brands. However, market interpretations of regional agricultural specialty products are relatively few. In this article, we focus on regional agricultural specialty products to see where the market opportunities lie and what changes are happening.
******Pain Points of Regional Agricultural Specialty Products**
Before looking at market opportunities and changes, let's first understand the pain points of agricultural specialty products. Besides modern production technology and force majeure factors like geography, weather, the biggest pain point is in the circulation link, with the core issue being poor sales.
The sales chain is too long with too many links; from the field to the consumer's table, at least 5-7 links are needed. Poor circulation often leads to: good products not traveling far, good products not being known, and good products not being available for purchase.
At the same time, the longer the chain, the higher the circulation costs and the longer the time occupied in circulation, which is not conducive to stabilizing product prices or maintaining the best form of the product when it reaches consumers.
This has been the key factor hindering agricultural product sales in the past.
But now, many of these pain points in circulation seem to be gradually disappearing with the emergence of Jingxi, Douyin, Pinduoduo, Xingsheng Youxuan, etc.
Tang Binsen, founder of Genki Forest, once shared a viewpoint: China's first 20 years of dividends were reflected in the "infrastructure dividend," from the world's longest high-speed rail and highways, to 4G and 5G, from countless Chinese supply chain networks as the "world's factory," to channel providers like JD.com and Pinduoduo, and from efficient content dissemination on Douyin and Kuaishou to Xiaohongshu as a "super word-of-mouth amplifier," brand owners can easily find hundreds or thousands of influencers to amplify product advantages.
From the above points, it can be seen that **under the mature infrastructure of the internet, highways, railways, etc., the circulation and dissemination of goods are becoming increasingly diverse and simpler.**
Information matching and delivery efficiency are far higher than in the past few decades, greatly shortening the circulation of goods, allowing good products from various regions to travel farther, be known by more people, and be bought by more people.
******Regional Agricultural Specialty Products Market Is Shining**
After understanding the logic behind it, let's look back at market feedback cases. We find that more and more e-commerce companies are helping regional agricultural specialty products go upward.
New Distribution found in recent news reports that on December 8, the Jingxi Farm Partners Conference, a full-chain solution for agricultural product upward movement created by Jingxi, was held in Beijing. At the event, Jingxi officially announced that it will certify 5,000 direct procurement bases in the next three years and cultivate 10 million new farmers.
The report also mentioned that taking the local brand "Su You Qian Xiang · Overlord Crab" as an example, Jingxi continuously optimizes and innovates the supply chain, does well in origin development and product grading, and achieves one-inventory graded sales. Combining the long-chain "origin direct delivery" with the short-chain "self-pickup at sales locations" model helps local merchants in Suqian improve supply chain capabilities. In October this year, Suqian Overlord Crab officially launched on Jingxi, and in November, monthly sales increased more than 6 times compared to the launch in October.
New Distribution believes that for regional agricultural specialty product merchants, leveraging the infrastructure built by Jingxi can not only shorten circulation links but also increase consumers' awareness of regional agricultural specialty products, enhance stickiness to regional brands, and help regional brand business break out and develop rapidly.
Going further back, during the 11.11 period, Douyin promoted the connection between local agricultural product production and sales through live broadcasts from origin places. Data shows that during the event, 183,000 seasonal agricultural products were launched, and sales of fresh agricultural specialties increased by 327% year-on-year.
During the event, a total of 790,000 orders of local agricultural specialties were sold nationwide through Douyin, and multiple packaging and transportation points in Yanbian City saw shipping volumes 4-5 times higher than usual. Through relatively simplified and content-based video live streaming, directly reaching hundreds of millions of consumers was unimaginable in the past.
On October 27, Pinduoduo successively launched activities such as the "Apple Harvest Season Live" and "Ten Thousand People Group" to unite six major apple-producing areas in Shanxi, Shaanxi, Shandong, Gansu, Sichuan, and Xinjiang, starting the apple "Double 11." One merchant from Yanyuan, selling Yanyuan apples, shipped 70,000-80,000 pieces of apples to all parts of the country at peak times.
This is another form: through user group buying, scattered consumer demand is collected with the help of e-commerce. Combined with direct delivery from the origin, it may provide stable orders for the origin, helping merchants truly connect with the national market.
On August 12, Xingsheng Youxuan's "Rural Revitalization Pavilion" was officially launched. On the opening day, nearly 20 specialty agricultural products were offered for consumers to choose from, including Shazhou eggplant, peppers, lentils, Chenzhou eagle-beak peaches, white radish, Mayang yellow peaches, Xiangxi yellow beef, and Longshan lily. As of now, Xingsheng Youxuan has cumulatively sold more than 2 billion yuan of related specialty agricultural products, driving income increases for over 100,000 farmers!
**Through innovative models such as online-offline integration, next-day delivery, and centralized fulfillment, the delivery link is shortened, and time and space are mismatched and integrated, making regional agricultural specialty products zero-distance from consumers in space and physically available for self-pickup within 100 meters.**
These cases are just the tip of the iceberg. In fact, in recent years, more and more regional agricultural specialty products have taken the e-commerce path. Each enterprise, based on its own model, helps regional agricultural specialty products.
Of course, it's not just about opening sales channels; more importantly, it's also helping regional agricultural specialty product merchants broaden their thinking.
******Supply and Marketing Reform Behind Regional Agricultural Specialty Products**
In the past, we have always talked about channel fragmentation and diversification. We always thought this brought great difficulties and challenges to the entire industry, especially for brand owners, because it is multi-faceted and fragmented, so sales are dispersed, making it difficult to grasp market focus, and organizations cannot effectively match.
Frankly, this perspective is from the standpoint of leading brands, not the entire industry. For large leading brands, it is a challenge, but for small and medium brands, it is spring. The original market was limited to local or surrounding areas, despite having good products, due to various hard conditions and soft development thinking.
Now, because of the emergence of various new distribution channels, regional agricultural specialty merchants can extend their business reach to all parts of the country based on their product characteristics.
Of course, it's not just that; besides making brand business more extensive, it can also leverage the digital genes of the entire e-commerce chain to provide various support and empowerment to merchants in reverse, as well as enhance corresponding organizational capabilities.
Previously, Jingxi also shared for the first time its experience in helping the high-quality development of rural revitalization industrial belts, proposing: "one speed-up, two cost reductions, three income increases" and 28 quality control standards, covering the entire production and sales chain including planting and breeding, circulation, and sales.
With advantages in core areas such as supply chain, logistics, technology, and services, through integrated online-offline marketing and multi-channel integration, Jingxi has driven the deep participation of nearly 300 industrial belts, over one million small and medium merchants, and more than 10,000 brand manufacturers nationwide.
It is not difficult to see that the value behind this is leading the development of the industry, not just a single merchant or a certain type of product. It not only allows consumers to enjoy high-quality goods at source prices but also enables various merchants and farmers in the corresponding industrial belts to achieve efficient product distribution, efficient production, and efficient matching of products with demand.
Xingsheng Youxuan also mentioned in its "Rural Revitalization Pavilion" that support for regional agricultural specialty products is not just about integrating products online, but providing all-round support in traffic, marketing, and operations. It helps various places create **"one county, one district, two brands" and "one township, one town, one specialty"**.
**Summary:**
In summary, **e-commerce companies, based on consumption characteristics and preferences, combined with data technology, help more regional agricultural specialty products achieve supply chain reform and upgrading, and promote the basic construction system of scale and standardization.**
In the past, regional agricultural specialty products were difficult to travel far due to non-standardization. At the same time, because of the inability to accurately insight into demand, it was difficult to differentiate products.
But now, with the emergence of more and more digital channels, through transaction data links, supply innovation is achieved, added value is created, brand connotation is built, and a stable and visible standard is provided for consumers.
**Once there is a standard system, the road to branding for regional agricultural specialty products should not be far away!**
**Are you "watching" me?**


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