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Articles by 张雨薇
Browse 55 New Distribution articles by 张雨薇.
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55 articles · Page 2 of 3
More and More Distributors Are Turning to Beverages to Stay Afloat
“I’ve started selling beverages too.” When I heard this, I was taken aback. The speaker was a traditional household goods distributor who had focused on supermarket channels for over a decade, selling groceries, paper products, and kitchen cleaners, never touching beverages. Logically, such low-frequency, long-tail category operators have nothing to do with water drinks. But recently, this kind of feedback is becoming more common. Seasoning, daily chemical, and household goods distributors are all proactively adding water drinks, especially high-frequency SKUs like bottled water. They put it bluntly: “Beverages don’t make money, but they help move my original stock.”
张雨薇From 'Twist, Lick, Dunk' to 'Seeing the World from a New Angle': How One Cookie Resonates Emotionally Across Three Generations
In a fiercely competitive snack market, Oreo's 2025 brand campaign 'Twist Your Perspective, Play with the World' has sparked a viral 'playful stories' trend on Douyin, with users eagerly sharing and co-creating content. By evolving its iconic 'Twist, Lick, Dunk' ritual into a tool for emotional expression, Oreo has successfully transformed from a snack into a cross-generational emotional asset, offering a 'lightweight' way for consumers to connect and express themselves.
张雨薇“Incomprehensible” Business Being Reshaped by Post-90s Distributors
A post-70s distributor admitted, “I can't understand today's business,” reflecting a sense of awe at changing times. Increasingly, post-90s and even post-95s distributors are bringing digital thinking, internet perspectives, and youthful intuition to reshape the traditional FMCG distribution industry, leveraging data-driven decisions, proactive channel expansion, innovative team management, and a focus on creating hit products.
张雨薇Snack Food Category Operator Case: From Haoxianglai's 'Top Ten Strategic Suppliers' to Opening 20+ Direct Stores in One Year, with Annual Sales in the Hundreds of Millions
In the past, distributors could easily achieve growth by simply following a good brand, but today this model is increasingly difficult. The market environment has changed, consumer demands have shifted, and retail strategies are constantly upgrading. The role of traditional distributors is being redefined—no longer just movers of goods, but local operators who truly understand the market, grasp the terminal, and create demand. Against this backdrop, a group of innovative and breakthrough distributors has emerged, adapting to the new market environment and showing us new possibilities for the distributor community.
张雨薇Industry reshuffle accelerates: Why are distributors willing to bet on Oreo? What changes is the gameplay, what remains is the playful spirit!
In the past two years, the FMCG market landscape has changed rapidly and dramatically, especially in the snack category. Small brands and white-label products have risen quickly with the trend of discount snack stores, leaving many leading brands struggling with slow sales and cautious inventory. However, Oreo stands out as an exception, consistently occupying prime shelf space and maintaining steady growth even in discount stores. This article explores how Oreo, a classic brand with over a century of history, continues to thrive through innovative marketing and product strategies that resonate with consumers' emotions and cultural identity.
张雨薇The Business of Millions of FMCG Distributors Is Being Acceleratedly Plundered
“The market is changing too fast and too drastically!” This is the deepest feeling from our visits over the past year. Many distributors are lamenting that the industry is changing so rapidly that they are left behind if they are not careful. Four months into 2025, what changes are happening in the industry? What opportunities exist for distributors? And what deserves attention? At the recently concluded 10th China FMCG Innovation Conference, through exchanges with industry experts and observation of market dynamics, we have gained insights into some trends that distributors should pay close attention to. These trends not only reflect the future direction of the industry but also directly relate to the survival and development of distributors.
张雨薇When Bottled Water Enters the Era of Grading, Why Has Kunlun Mountain Mineral Water Become the First Choice for Healthy Drinking?
A distributor in East China lamented, 'Selling water is a good business, but choosing the right water is the real skill!' This reflects the current dilemma in the bottled water market. Consumers are often confused about the differences between 'natural water,' 'purified water,' and 'mineral water,' while distributors struggle to find differentiation. Kunlun Mountain Mineral Water, with its high-altitude golden water source, has gained industry recognition and become a benchmark case for high-quality water interpretation on 'People's Lounge.' This article analyzes how Kunlun Mountain Mineral Water solves the dual dilemma for consumers and distributors through scientific standards, scenario marketing, and long-termism.
张雨薇In the Era of Product Homogenization, How to Unlock New Growth in the Beverage Sector?
After the Spring Festival, a survey of beverage distributors revealed industry-wide anxiety over homogenized products, while consumers increasingly seek quality-price ratio and personalized needs. A honey lemon drink priced at 5 yuan stood out by topping the charts on PUPU Supermarket in its first week, exemplifying a shift from 'handlers' to 'value screeners' and the power of channel-distributor co-creation.
张雨薇Dealer-Opened Stores: 90% May Lose Money!
Following the report on Shandong Hongyixing, many dealers are curious about opening their own stores, while others warn of failure. This article explores whether store opening is a 'second growth curve' or a 'resource black hole' for dealers, and what type of dealer is suited for it, based on interviews with Yu of Tangshan Yihe Trading and Ding of Shandong Hongyixing.
张雨薇Why Are Distributors 'Losing More the More They Do'?
A recent field study reveals that many distributors are anxious and tend to seek external solutions, but the key to success lies in 'seeking inward'—strengthening internal management and operations. Through contrasting stories of two distributors, this article outlines five directions for internal optimization, including organization, business processes, warehousing, product mix, and channel focus.
张雨薇Distributors: Ten Years Ago Money Was Earned, Today It's Calculated
“If you don't settle the payment, I can't even afford to celebrate the New Year!” This helpless remark from a distributor echoes the sentiments of many peers. After a busy year, as the Spring Festival approaches, settling accounts and collecting debts have become a heavy burden for many distributors. Collecting payments is getting harder, with longer credit periods and more bad debts, forcing distributors to focus on financial management.
张雨薇A 30 Million Yuan Business, Distributors Bogged Down by Trivialities, Stuck in a Rut
During a recent field visit, the author interviewed several distributors with annual revenues of around 20-30 million yuan, a common scale in the FMCG distribution sector. The article reveals common problems these distributors face, including rising revenue but falling profits, excessive inventory, demanding customers, and team management difficulties, leading to stagnation.
张雨薇「招财进宝」引爆新春，加多宝成功打出春节营销新高度！
With less than a month to the 2025 Spring Festival, for FMCG distributors, the Chinese New Year is the most critical sales period, especially for those dealing in confectionery, beverages, and gift boxes, where sales during this period can account for 30% to 50% of the annual sales target. Seizing the CNY opportunity directly affects the business rhythm for the whole year. The author recently talked with some regional top distributors, who said that choosing the right products and following the right brand is crucial for CNY success, as it saves a lot of effort in terminal marketing. JDB has been doing well in this regard.
张雨薇Distributors Entering Retail: 200 Million Annual Sales in Third-Tier City, 5 Warehouse Club Stores, 20+ Snack Discount Stores
A distributor in a third-tier city, facing declining traditional business, transitioned into retail by opening warehouse club stores and snack discount stores, achieving over 200 million yuan in annual sales. The case illustrates that distributors must understand retail to survive, but should separate retail from wholesale operations and shift to a consumer-centric mindset.
张雨薇Why Kunlun Mountain Mineral Water Represents High-Quality Drinking Water
Recent field research revealed that many regional top beverage distributors have taken on the agency of Kunlun Mountain mineral water, even those primarily dealing in alcohol. The brand has achieved strong market performance, ranking first in domestic high-end water e-commerce sales during Double 11 for eight consecutive years, with a 120% year-on-year increase in total sales across all channels last year.
张雨薇Distributors: The Current Market Is Not About Earning More or Less, but About Losing Money If You're Not Careful!
In the second half of this year, I visited more than a dozen distributors and listened to their business conditions and market challenges. One distributor's remark left a deep impression: "The current market is no longer about earning more or less, but about losing money if you're not careful!" At some point, distribution became a high-risk business, with heavy asset operations yet bearing upstream constraints and downstream rules, squeezed from both ends. Now it's even harder, with various direct sourcing and direct supply initiatives waving the banner of 'de-intermediation,' and a slight misstep could lead to elimination.
张雨薇One-Stop Bulk Food Category Output Helps Supermarkets Achieve 30% Growth: How Did This Post-90s Distributor Do It?
In recent years, most distributors, especially leisure food distributors, have faced tough business conditions. With the rapid expansion of snack stores, competition has intensified, and price wars have become common. A small survey by New Distribution showed that supermarket business for standard leisure food products dropped 10%-20% year-on-year, while bulk leisure food sales fell about 30%. This article shares how Tao Xin, a post-90s distributor from Suzhou, tackled these challenges and achieved growth.
张雨薇The Mom-and-Pop Store at the Doorstep Has Closed
A community mom-and-pop store suddenly put up a "For Transfer" sign. The author visited the owner and several other small shops, revealing the survival困境 of these stores. Daily revenue is less than 700 yuan, and they struggle against competition and e-commerce.
张雨薇“B2b is like a piece of fat meat, you can see it but can't eat it.” Change your thinking: output entire shelves and do category operations!
A distributor once said, "Doing B2b is like a piece of fat meat, you can see it but can't eat it." New Distribution has been advocating for capable distributors to transform into B2b platforms, but it's not for everyone. This article shares the case of Zhengzhou Dapeng Trading, which successfully empowered stores by outputting entire shelves of coffee products, achieving significant growth.
张雨薇Prices Plunge 30%, Sales Slump: Are Mid-Autumn Gift Boxes No Longer Selling?
A frontline survey reveals that Mid-Autumn gift box sales have been sluggish since last year, with terminal prices dropping 30% and many stores reducing stock. Despite the downturn, opportunities remain in special channels and community-based stores, with two potential sales peaks expected.
张雨薇Distributing Yili, Mengniu, Bright Dairy, etc., and Establishing 40+ Ice Cream Home-Batch Stores, How Did She Achieve Counter-Trend Growth?
In the first half of the year, the FMCG market showed a slight downturn, with distributors of ice cream and frozen products particularly struggling. However, a distributor in Nanchang, Jiangxi, focusing on province-wide cold chain service and distribution, currently represents brands like Yili, Mengniu, Bright Dairy, and others, and has achieved counter-trend growth by establishing over 40 ice cream home-batch chain stores.
张雨薇After the Pay and Performance Reform, All My Employees Quit
Recently, salesperson Xiao Yang suddenly called to say that after much consideration, he was ready to resign. When asked why, Xiao Yang was furious: "The boss is always making random reforms; I can't work like this anymore!" According to Xiao Yang, his trading company had undergone a round of salary and performance reform, which made him, who had been with the company for four or five years, very dissatisfied. "The previous 'base salary + commission' model only required looking at sales figures to calculate, but now with so many added assessment items and such complexity, isn't it just to make us work more for less pay? It's simply..."
张雨薇Representing Yunnan Baiyao, Cold Sore, Lay's, Nongfu Spring, etc., with annual sales exceeding 100 million in a fourth-tier city, how did he do it?
"Making money is getting harder and harder!" Many distributors have such feelings. In the era of material scarcity, products were in short supply, and many distributors quickly expanded their businesses by following brands. Later, with the emergence of retail formats represented by KA stores and convenience stores, another group of people enjoyed the channel dividend. Now, affected by the overall environment, store traffic is declining, sales are falling, and supermarkets are closing... The living space of distributors is severely squeezed, and long-tail categories represented by daily chemicals are hit even harder. In Chengde, Hebei, there is such a distributor who has been in business for 24 years, witnessing the industry from the product dividend period to the channel dividend period and now to multi-party involution, and has his own unique insights and thoughts at each stage. He is Mr. Wen Liwei, general manager of Chengde Deliyuan Trading Co., Ltd.
张雨薇“Even a delivery guy like me can tell something's wrong with this year's market!”
A salesperson's observation that even a delivery person can sense market problems leads to an investigation revealing sluggish sales, aging inventory, credit sales turning into bad debts, and distributors overwhelmed by stock pressure.
张雨薇