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Articles by Asher
Browse 26 New Distribution articles by Asher.
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In the Next Five Years, Distributors Will Have Only One Lifeline: 'Extreme Efficiency'
In the past two years, New Distribution has heard the most common refrain in market visits: business has become difficult. Both brand owners and distributors feel the same, even if they maintain or slightly grow. Facing this sustained downturn, many distributors are lost, wondering if their product selection is wrong, if they should wait for the next trend, or if the market will recover after this period. The problem is often not a lack of effort, but that the old map in hand fails in the new world. Past experience gradually becomes a burden; the more skilled, the easier it is to misapply effort.
AsherAfter the Food Delivery War, Why Are a Batch of Lightning Warehouses Quietly Exiting?
“Lightning warehouses are not a high-profit industry; one cannot enter blindly.” This is the honest feedback from several lightning warehouse operators recently. Over the past year, the food delivery war and various subsidies have rapidly inflated instant retail order volumes. Many opened warehouses with a gold-rush mentality, believing that entry alone would guarantee profits. Indeed, subsidies boosted order volumes, but the problem is that high order volumes during subsidy peaks do not equal long-term operational capability; it is common to see total orders and loss-making orders increase simultaneously. When subsidies stop and orders decline, fundamental issues in product selection and daily operations are exposed. Previously, some merchants who entered impulsively began to incur losses and close warehouses, and the recent increase in warehouse recycling businesses confirms this.
AsherChicken Soup Instant Noodles Enter the 'Pure Fresh' Era: Master Kong Gives a New Answer
China's instant noodle industry is undergoing a profound transformation, with younger consumers demanding higher quality and expecting 'eating well' rather than just 'eating enough.' In this upgrade, 'broth noodles' have stood out, especially old hen chicken soup noodles, whose market size surged from 280 million servings in 2020 to 2.19 billion servings in 2024, a CAGR of 67.2%, according to the white paper 'Development Status and Prospects of China's Old Hen Chicken Soup Instant Noodle Industry.'
AsherAfter Sugar-Free, Zero-Calorie, and Low-Burden, the Next Battle in the Beverage Industry Has Begun
In recent years, the beverage industry has become increasingly competitive. From sugar-free tea to sparkling water, from juice to functional drinks, whenever a single product gains momentum, a large number of followers quickly emerge, copying formulas, tweaking flavors, making minor packaging changes, and offering low prices to capture market share through speed. However, few products truly endure. The market appears lively but lacks innovation. Most companies are not creating new products but engaging in rapid imitation. Previously, a supplier for Pangdonglai mentioned a viewpoint: 'Consumers are not actually averse to new products; they just dislike new products without memorable points. The industry does not lack demand, but rather products truly developed from 'experience and value perception.'
AsherFrom "Plum King" to "Fruit King": The Growth Logic of LiuLiuMei Is Now Visible
On October 28, LiuLiuMei updated its Hong Kong Stock Exchange prospectus, showing 2024 revenue exceeding RMB 1.6 billion, with H1 2025 revenue up 25% year-on-year and net profit up 75.4%. Two days later, on October 30, LiuLiuMei held its 2026 CNY distributor conference in Hefei under the theme "Plum Power Unleashed, Immediate Growth," officially launching its "Category Hero Product" strategy. One move targets the capital market, the other targets channel partners. In a pressured FMCG industry, such actions are rare. It has been six years since the last listing application. Why is LiuLiuMei returning to the capital market now? Why can it restart acceleration when brands are generally contracting and channels are stabilizing?
AsherChina Open Concludes: Kunlun Mountain Wins Not Just the Court, but the Market
After three weeks of intense competition, the 2025 China Open concluded in Beijing, setting new records with over 360,000 on-site spectators and multiple trending topics. As a long-time observer of the FMCG industry, New Distribution notes that Kunlun Mountain Mineral Water, the platinum sponsor and official designated drinking water for the event, has been deeply involved for nine years, providing hydration support throughout the tournament. While sports marketing is not new for FMCG brands, sustaining a partnership with a single event for nine years and doing it thoroughly is no easy feat.
Asher"Megabrands × Mega Platforms": In Times of Change, Budweiser China and Distributors Build a Resilient Growth Path
In the first half of 2025, New Distribution visited over a hundred distributors and observed that the distributor community is generally in a state of confusion. In the past, distributors built moats for local distribution networks through deep cultivation of regional markets. But today, channel fragmentation, declining offline store traffic, and low-price competition have brought increasing uncertainty to distributors' businesses. This trend is especially evident in the alcoholic beverage market, where market stratification and demographic segmentation are widening demand differences. In this context, Budweiser China's "Megabrands × Mega Platforms" strategy, which leverages brand power and platform resources to empower distributors, offers a systematic response and a sustainable growth path.
AsherFlash Warehouses Are Becoming a Consensus for Retailers to Do Flash Sales
Fu Haihong, store manager of Sinopec's Yijie Express at a gas station in Tianjin's Jizhou District, says evening hours (5-10 PM) are the busiest, with many orders for alcohol, drinks, snacks, and daily necessities placed via Meituan Instashopping, often with notes like 'urgent for kids/elderly at home' or 'for gatherings.' The small store achieves up to 12,000 monthly orders, exemplifying Sinopec Yijie's flash warehouse project, which has over 2,500 standard stores on Meituan Instashopping nationwide.
AsherFrom a 1 Billion Yuan Single Product to a 10 Billion Yuan Category: Man Xiaobao Aims to Be the 'King of Rice Noodles'
A distributor in Wuhan shared with New Distribution that he placed an order for Man Xiaobao's new product before even tasting it, based on trust built over years of cooperation, and the product sold so well that it was out of stock again. Man Xiaobao, a brand founded in 2020, has become a leader in instant rice noodles, launching three new products that each exceeded 10 million yuan in monthly sales within a year, and is now expanding its product matrix to solidify its position in the 100-billion-yuan category.
AsherOne-Person Operation, First-Month GMV Exceeds 10 Million: New Online Opportunity for FMCG Distributors!
Distributors report declining offline sales and rising inventory, prompting a shift to online channels. Dewu platform offers a new opportunity with low costs, high profits, and significant growth potential for FMCG distributors, even those without e-commerce experience.
AsherA Million-Selling Hit Every 15 Minutes: First Batch of Dewu Merchants, Including Yili and Dove, See Rapid Growth
In the era of stock competition, the growth logic of online FMCG business is being reshaped. While most merchants find online business increasingly difficult, some are achieving doubled growth on Dewu, with food category active merchants up 450% year-on-year and GMV over one million merchants up 400%. Dewu's unique user structure and growth logic offer fast-moving consumer goods brands a high-certainty incremental growth path.
AsherA Single Product Sold 100,000 Units, Breaking 10 Million in 3 Months: The New Opportunity for FMCG Distributors
Distributors' businesses are increasingly difficult, as traditional retail accelerates disintermediation and new retail formats expand offline. However, platforms like Dewu offer a new growth opportunity with high natural traffic, low costs, and high profits, enabling even inexperienced distributors to succeed online.
AsherNew Industry Heights! Lay's Spring Limited Edition Introduces 'Traceability' Concept, Setting a New Quality Benchmark for the Snack Industry!
During recent visits with distributors, a common trend emerged: their standards for selecting new products are increasingly focused on actual quality and market performance. Lay's '24-Hour Spring Harvest Potato' series exemplifies this by combining strong product strength, clear selling points, and consumer appeal, making it a benchmark for quality in the snack industry.
AsherEarning Tens of Millions in 3 Months, Selling 100,000 Units in 10 Days: The Next Opportunity for FMCG Distributors Is on Dewu
After the New Year, we visited over a dozen distributors and felt their strong sense of crisis: not only is there no growth, but many are seeing declining sales and profits. Some are trying new channels like e-commerce, but traditional e-commerce platforms are saturated, leading to high costs and low returns. However, emerging platforms like Dewu, popular among young consumers, are offering new opportunities for growth.
AsherYili and Three Squirrels See Doubled Sales, 90% Free Traffic: FMCG Distributors Are Profiting Big on Dewu
A distributor recently shared that he quit traditional e-commerce platforms due to low sales and high return rates. However, on emerging platforms like Dewu, the food and beverage category is seeing significant growth, with active merchant numbers up 450% year-on-year and GMV for merchants exceeding one million up 400%. Dewu's semi-managed model, low operational barriers, and high free traffic are helping distributors achieve rapid growth.
AsherBreaking Through the Spring Festival Battle: How Lay's Helps Distributors Succeed?
With less than two months to the end of 2024, how can distributors break through the fiercely competitive Spring Festival marketing? The author recently talked with some distributors, who said that a successful Spring Festival sprint requires collaboration between manufacturers and distributors, and Lay's does this well. This article will discuss from two dimensions: first, from the brand's perspective, using Lay's as an example to analyze how it helps distributors with Spring Festival sales; second, from the distributor's perspective, what actions are needed for successful Spring Festival marketing. At the end, the author summarizes some Spring Festival stocking strategies.
AsherDewu's Billion-Yuan Merchants Up 70%, New Products Hit Million in 30 Days: Should Distributors Join?
In recent exchanges with distributors, a common feeling is anxiety due to stagnant sales and shrinking profits. Many are exploring online channels for growth, but not all platforms are suitable. Dewu stands out as a platform that offers profitability, growth, and ease of operation, with data showing significant increases in merchant numbers and GMV across categories.
AsherInstant Retail Enters a Refined Era: JD Daojia Helps Brands Find a New Fulcrum for Sustained Growth
Instant retail, as an innovative business model, has gradually become a trend in the retail industry. Especially under the impact of the pandemic in recent years, consumer shopping habits have undergone significant shifts, leading to a substantial increase in demand for instant retail. With features like 'local stores + instant delivery,' instant retail has become a primary shopping method for consumers. As a pioneer and leader in instant retail, JD Daojia is celebrating its eighth anniversary. Since JD opened the curtain on instant retail in 2015, JD Daojia has been at the forefront. Now, after eight years of rapid development, JD Daojia has become a representative of the industry's growth from scratch and continuous leadership.
AsherHow FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherDistributors: Alas, I'm Planning to Give Up on Top-Tier Brands!
During a market visit, a top local daily chemical distributor, Li Hua (pseudonym), revealed his intention to drop Unilever's agency despite 15 years of partnership, citing that the 10% gross margin can no longer cover rising operational costs. The article explores what distributors truly need at different stages and what value brand owners can offer to build lasting partnerships.
AsherHow Brands Can Reach Young Audiences: A Look at C'estbon Grape Holiday's Strategy
Content + experience + interaction form a closed marketing loop, achieving both brand building and sales. As society and consumers become increasingly youth-oriented, traditional marketing must adapt. C'estbon Grape Holiday's collaboration with "Heartbeat 20s 2" offers a successful model for youth marketing.
AsherHow to Turn 'A Good Bowl of Noodles' into 'A Good Lesson': Master Kong Brings Food Safety into Schools
Food safety is a top priority for public health and national welfare. Food companies have a social responsibility to ensure safe products, while consumers, especially young people, need to enhance their food safety awareness. Master Kong, a leading FMCG company, has launched online courses and on-campus activities to educate teenagers about food safety, combining fun and learning to build brand preference and fulfill social responsibility.
AsherEntering the New Plant-Based Track, Xiangpiaopiao Continues to Advance Its Health-Oriented Strategic Layout!
Recently, Xiangpiaopiao Food Co., Ltd. (603711.SH) announced a strategic cooperation framework agreement with Oatly (Shanghai) Beverage Co., Ltd. ("Oatly Shanghai") to establish a project company for the R&D, production, and sales of oat-based plant-based beverages in the Chinese market. The two parties will jointly develop pre-packaged plant-based drinks (including but not limited to coffee and milk tea) under the Lanfangyuan and OATLY INSIDE brands. Two new products, Camellia Tieguanyin Oat Milk Tea and Yashixiang Oat Milk Tea, have been launched and are now available on an e-commerce platform.
AsherOpportunities for Chinese Personal Care Companies: Insights from Wipro Group's Counter-Trend Growth
Since 2020, China's personal care industry has undergone significant changes, with rising raw material costs upstream and shifting consumer channels downstream due to the pandemic. The development opportunities for Chinese personal care companies can be gleaned from Wipro Group's counter-trend growth, particularly its core brand Bafei laundry detergent, which has seen market share grow for three consecutive years to become the second-largest in South China.
Asher