---
title: "Tong Xuewei of Liangduoduo: Survival and Entrepreneurship Principles for Distributors in Winter"
description: "Everyone loves spring and its stories of growth and prosperity. For most distributors who have thrived in spring, today may be their first 'winter' in business. Tong Xuewei, founder of Liangduoduo Liquor, believes that winter is not scary; many great companies were either born or rose during winter. The key lies in discovering and following the principles of product selection and entrepreneurship in winter."
author: "童学伟"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-04-01"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/tong-xuewei-of-liangduoduo-survival-and-entrepreneurship-principles-for-cb22f169/"
markdown: "https://xinjignxiao.com/en/articles/tong-xuewei-of-liangduoduo-survival-and-entrepreneurship-principles-for-cb22f169.md"
original_source: "https://mp.weixin.qq.com/s/Eu5mymNMJelhkmtCBc1iaA"
translation: "https://xinjignxiao.com/zh/articles/%E7%B2%AE%E5%A4%9A%E5%A4%9A-%E7%AB%A5%E5%AD%A6%E4%BC%9F-%E5%86%AC%E5%A4%A9%E9%87%8C%E7%9A%84%E7%BB%8F%E9%94%80%E5%95%86%E7%94%9F%E5%AD%98%E4%B8%8E%E5%88%9B%E4%B8%9A%E6%B3%95%E5%88%99-cb22f169.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/tong-xuewei-of-liangduoduo-survival-and-entrepreneurship-principles-for-cb22f169/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Tong Xuewei of Liangduoduo: Survival and Entrepreneurship Principles for Distributors in Winter

> Everyone loves spring and its stories of growth and prosperity. For most distributors who have thrived in spring, today may be their first 'winter' in business. Tong Xuewei, founder of Liangduoduo Liquor, believes that winter is not scary; many great companies were either born or rose during winter. The key lies in discovering and following the principles of product selection and entrepreneurship in winter.

Everyone loves spring and its stories of growth and prosperity. For most distributors who have thrived in spring, today may be their first 'winter' in their business journey.
Spring stories cannot continue in winter, but for distributors who cannot afford to give up, what principles of product selection and entrepreneurship should they follow to survive and develop in this winter, awaiting the next spring?
Tong Xuewei, founder of Liangduoduo Liquor, believes, 'Winter is actually not scary; many great companies were either born in winter or rose in winter. The key is whether you discover and follow the principles of product selection and entrepreneurship in winter.'
On March 16, at the 9th China FMCG Innovation Conference and the 2nd China FMCG Distributor Conference held in Chengdu, **Tong Xuewei, former co-founder of the Jiangxiaobai brand and current founder of the Liangduoduo ration liquor brand**, attended and delivered a speech titled **'Three Principles for Distributors' Product Selection and Entrepreneurship in the New Environment: Slow, Calm, and Light'**, which attracted attention and discussion among many distributors present.
'New Distribution' has compiled the essence of Mr. Tong Xuewei's speech for the benefit of our readers.
******************First Principle for Winter Survival**
**'With grain in hand, the heart is not flustered'**
'With grain in hand, the heart is not flustered' is the first principle for dealing with all dangers and challenges. This is not just a proverb but also the brand spirit that Liangduoduo has always upheld.
The full saying is '**With grain in hand, the heart is not flustered; with feet on the ground, one is cheerful.** ' Although this is Liangduoduo's brand spirit, it should also become the first survival principle for distributors in winter.
How to correctly understand this? **When winter comes, only with sufficient and healthy cash flow can a company qualify to survive, and only then can you afford to be 'cautiously optimistic.'**
While meeting the basic survival requirement of 'grain in hand,' you must also maintain the correct attitude of 'cautious optimism' and 'pragmatic progress.'
Without 'cautious optimism,' you lack the courage to plan for the future, and even if spring comes, it won't be your spring. Without 'pragmatic progress,' your plans will either be empty talk or you'll waste precious time and resources blindly, and spring will have nothing to do with you either.
How can you still see hope and remain optimistic in the biting winter wind, amid the lamentations of the industry and peers?
Former JD.com CEO Xu Lei posted on his Moments, which resonated widely. He said, **Today's economic downturn is not a cyclical cycle but the end of an era and the beginning of another.**
**The end of an old era and the beginning of a new one inherently mean enormous risks, but behind them lie even greater historical opportunities.** Let's try to understand this through several key turning points in world history.
First, look at Europe. After the long dark Middle Ages came the Renaissance and the Industrial Revolution. Today, Europe is one of the most developed regions, and its people still enjoy a happy life with high welfare.
Next, look at our neighbor Japan. It rose rapidly with the Meiji Restoration, expanded militarily, suffered a disastrous defeat in WWII, but quickly rose again after the war. Then, after the Plaza Accord in the 1990s, it entered a 'lost three decades.' Nevertheless, Japanese people today still live comfortably as a developed economy.
Now look at China: over thousands of years, we have experienced countless periods of prosperity and turmoil. But haven't we also entered the ranks of modern nations? Aren't we living reasonably well?
Optimism is not innate; some are optimistic because they have a broader vision, others because they see hope.
From a historical perspective, the challenges we face today are at most a ripple in history, nothing to be pessimistic about.
From a practical perspective, **the change of eras means there are certainly opportunities. As long as the direction and methods are correct and the pace is right, you can seize the opportunity.**
Winter is not scary; many great companies were either born in winter or rose in winter. Many great victories in history were also won in winter.
******************First Principle for Winter Entrepreneurship**
**'Slow, Calm, Light'**
We must clearly recognize that the environment has fundamentally changed, and our entrepreneurial logic must change accordingly; otherwise, it will be very dangerous.
Spring calls for spring stories, and winter requires a model adapted to the cold. Going against the general environment and climate will naturally lead to a miserable end.
I summarize the entrepreneurial principles for distributors in winter into three words: **slow, calm, and light.**
Traditional FMCG entrepreneurship relies on founding shareholders raising funds themselves, starting from scratch to build a base model market, then gradually expanding nationwide to gain brand awareness, and slowly accumulating and developing over at least ten years, or even twenty to thirty years. This is a slow development process.
Thirteen years ago, I co-founded the Jiangxiaobai brand with Tao Shiquan. Jiangxiaobai was born in the era of consumption upgrade, received venture capital support, and caught the wave of new media and e-commerce revolutions. It took about five to six years for Jiangxiaobai to go from zero to nationwide.
But that was a spring story, a golden age for entrepreneurship. Today, FMCG companies find it hard to raise funds. Distributors are no exception; the era of rapid expansion is over. Whether you like it or not, you have to slow down now.
**Slowing down is not a bad thing. Only by slowing down can you avoid consuming precious energy excessively and quickly, and have more time and opportunities to adjust calmly.**
How to understand **'calm'**? The cold winter is not just one person's cold winter. Since everyone has slowed down, why not calm your mind and think about how to build a slow but stable model in the cold winter?
For example, human resources are no longer so scarce and expensive, and cheap and effective advertising resources are increasingly available. Enjoy the benefits of a slow model.
**'Light'** refers to your investment. The heavier the investment, the greater the risk; when a big wave hits, the heaviest die the worst. **'Slow' is the premise for 'calm,' and 'light' is the premise for 'slow.'**
Often, it's not that distributors don't want to slow down, but that they can't or dare not. This usually happens when the investment scale is large, the model is heavy, and expenses are high.
If your business requires a certain amount of sales and gross profit every year, month, and day, otherwise you'll lose a lot of money, can you afford to slow down? Do you dare to slow down?
So in the cold winter, we must not engage in short-sighted, rapid-expansion activities, nor make investment plans spanning many years.
Keynes said, 'In the long run, we are all dead.' Therefore, a light model is the most important strategy to survive the cold winter.
**Five Conditions for Successful Product Selection in Winter**
**First, the product must match your capabilities.**
**Product positioning must match your channel resources, and the marketing model must match your team's core capabilities. Anything that doesn't match will hardly succeed.**
If you find a manufacturer, product, and model that match, without any additional investment, based entirely on the brand's existing resources, then the distributor's investment becomes smaller, risks decrease, the model becomes light, and the certainty of returns naturally increases.
**Second, is the brand's positioning clear?**
Who is the product for? In what scenarios will it be purchased? At what price? Can the target group afford it?
Before this product existed, what were these people consuming? After this product launches, why would they abandon their previous choices?
If you can't answer these questions clearly, the positioning is unclear. **Products without a solid sell-through logic have almost no chance of success today.**
**Third, product quality.**
Product quality is not a sufficient condition for success, but it is certainly the most important necessary condition.
**Superior quality does not guarantee success, but if product quality is not up to par, in today's environment where consumers demand 'everything,' failure is inevitable.**
To summarize, in winter, distributors should select products that meet the five conditions: **'small investment, light model, low risk, high certainty of returns, and the opportunity to leverage small into big with long-term accumulation.'**
**Three Principles for Liangduoduo's Cooperation with Distributors**
In the self-consumption sector, ration liquor has become a high-frequency term. The pursuit and expectation of high-quality pure-grain ration liquor are gradually forming a market atmosphere.
As baijiu consumption enters a segmented stage, providing **veteran drinkers**—who know baijiu best, love it most, and drink it daily—with a delicious and affordable ration liquor is undoubtedly a new track in the baijiu market.
**Liangduoduo adheres to the four standards of 'true pure grain, truly delicious, light burden on the body after drinking, and affordable price,' all indispensable, and has proposed the brand positioning of 'Dad's ration liquor' for the home self-drinking scenario of veteran drinkers.**
After a year and a half of exploration in the Wuhan base market, Liangduoduo has developed a complete and efficient marketing model that meets the 'five conditions' mentioned above, making it very suitable for distributors who are cautiously optimistic and still pragmatically progressive.
**Liangduoduo has three most important principles for cooperating with distributors:**
> **1. Let distributors profit first; let distributors profit more.**
>
> **2. Whoever attacks the city benefits; once a city is taken, benefit for a lifetime.**
>
> **3. Distributors are not required to be exclusive.**
For distributors with resources and capabilities, Liangduoduo encourages and uses all industry resources to help them achieve cross-manufacturer, multi-brand operations.
Liangduoduo Liquor produces high-quality true pure-grain solid-state fermented baijiu products, conveying the value proposition of 'With grain in hand, the heart is not flustered; with feet on the ground, one is cheerful.' We welcome distributors nationwide who are interested to cooperate and create outstanding results together.
 _PS: Friends interested in the on-site speech content can follow the recent posts on the 'New Distribution' WeChat official account. We will compile and publish all speakers' speeches for our readers._
 _Click **Read Original** to see more about the 9th China FMCG Innovation Conference and the 2nd China FMCG Hard Discount Conference & the 2nd China FMCG Distributor Conference..._


---

## 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