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Articles by 任文青
Browse 15 New Distribution articles by 任文青.
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Major News | WeChat AI Integration with Mini Programs: Implications for FMCG Business Logic in the Next Decade
On June 8th, WeChat suddenly pushed a notification to me. At first, I thought it was just another routine update from the WeChat Open Platform. Our own New Distribution mini program (FMCG Insider) has been running for three years, and there have been many feature upgrades, but honestly, few have made me feel that 'the business logic has changed.' But this time, I stared at that notification for a long time, because I quickly realized it directly affects everyone in FMCG. WeChat released guidelines for developers to integrate WeChat AI. In plain terms, you can connect your mini program's service capabilities into WeChat AI. Once connected, the mini program is no longer just a page waiting to be clicked; it becomes a service that WeChat AI can understand, invoke, and execute.
任文青FMCG Brands' Marketing Expenses Can No Longer Be Unclear
I recall a brand executive once told me that they invest over 400 million yuan annually in promotional expenses at retail stores. But the effectiveness is a mess. Stores report volumes as they please. Once the money goes in, the manufacturer doesn't know which stores responded and which didn't, nor which region yields the highest returns. ROI cannot be calculated clearly—this isn't a problem unique to one brand but a pain point for all brands' offline channels. Why is ROI so hard to calculate? Offline channels are an opaque 'black box.' From factory shipment to consumer purchase, the middle involves distributors, sub-distributors, and retail stores. The chain is too long, with too many links, and information gets lost at each level.
任文青Private Label Is Not a Mandatory Question
In recent years, a phrase has become increasingly common in the retail sector: 'Private label is not a choice, but a mandatory question.' The author argues this oversimplification is dangerous, as private label success depends on enterprise stage, supply chain management, product capability, and organizational strength, not a one-size-fits-all mandate.
任文青Winning the Shelf May Mean Losing the Business
In recent conversations with brand owners, the topic quickly turns to retail transformation. They are watching Sam's Club, Hema, Aldi, discount stores, supermarket overhauls, and instant retail, and they are anxious. They ask how to protect share in these channels and whether retailer private labels will squeeze them off the shelf. But they are still using an old framework: they see the shelf changing and worry about losing space, while the real shift is in consumer purchase paths.
任文青FMCG frontline sales teams are being dragged down by 'layer-by-layer reporting'
While preparing for an AI forum, I spoke with friends at FMCG brands to understand their real AI usage. The consistent answer: everyone is using tools like Doubao, Yuanbao, and DeepSeek, but mainly for writing weekly reports, making presentations, searching information, and organizing meeting minutes. This improves personal efficiency, not organizational capability. The real value of AI in FMCG sales teams lies in how information flows, how processes are seen, and how experience is accumulated.
任文青Brand Owners and Distributors: Stop Obsessing Over Coverage
In a recent discussion with an FMCG company about channel transformation, a very practical question was raised: how to continue increasing coverage in first- and second-tier cities? This question sounds familiar. For many years, FMCG companies have talked about channels in terms of coverage: covering more blocks, covering more outlets, and as long as you occupy enough shelf space, growth will naturally follow. But in that discussion, we formed a sharper judgment: the word 'coverage' may already be a product of the previous era. The current situation is likely that the more you think about 'coverage', the harder it is to truly 'cover'.
任文青Brands Are Losing the Shelf
Last week, I spent nearly an hour in a Hema store in Hangzhou, not shopping but observing products. The trend was clear: branded standard products on Hema's shelves are decreasing, replaced by private labels, co-branded items, and customized products. This is not unique to Hema; over the past three years, the retail industry has seen snack discount stores redefine price bands, Pangdonglai become a model for supermarket overhauls, and Sam's Club and Aldi gain popularity through exclusive products. Retailers are increasingly allocating shelf space to products they can define, control, and differentiate, signaling a shift in how brands access shelves.
任文青The Era of Distribution is Over: Old Channel Organizations in FMCG Can No Longer Hold Up
FMCG companies' channel organizations are at a point where change is imperative. This feeling has grown increasingly strong recently. I shared this judgment in articles in late 2023 and early 2024, when many readers dismissed it as alarmist. At that time, the industry hadn't reached today's urgency, but now, with the impact of overcapacity and AI, traditional channel organizations must transform. This article proposes a shift from distribution-oriented to matching-oriented organizations.
任文青Why Is AI in Most FMCG Companies Still Stuck in PowerPoint?
Recent conversations with industry peers reveal a common pattern: companies have discussed AI projects around business teams, aiming to combine frontline actions, process data, and management feedback to help managers spot problems and employees improve. While logically sound and technically feasible, these projects often stall—not due to model capability or vendor solutions, but due to data and responsibility boundaries.
任文青FMCG Brands Can No Longer Guess Their Consumer Profiles!
A marketing director presented a consumer profile based on industry assumptions rather than actual data, highlighting a common problem in FMCG. The article argues that inaccurate consumer profiles lead to wasted marketing spend and missed product opportunities, and presents a solution using data-driven insights, as exemplified by Dongpeng's success with 'Bushuila'.
任文青Woji Fresh Makes Walmart Red Hot Again!
Today, walking into a Walmart supermarket, you'll see Woji Fresh everywhere. This private brand of Walmart has made the retailer popular again over the past year. According to industry insiders, Woji Fresh's SKU count accounts for only 1/8 of Walmart's total hypermarket SKUs, yet it contributes over 40% of sales. From January to February 2025, Walmart's hypermarket food category saw year-on-year growth across all categories—a rarity in today's hypermarket landscape. As the retail industry faces difficulties, many retailers treat private brands as a lifeline. But in the hypermarket format, few have achieved what Woji Fresh has. Why?
任文青How Can FMCG Brands Avoid Involution? Here's the Code to Crack It
In 2020, many companies began to build private domains because of channel involution. With rising customer acquisition costs and intense competition, brands are turning to private domains to directly connect with consumers, achieve precise communication, and enhance marketing efficiency. This article uses Telunsu's 'Mingshi Hui' as an example to illustrate how private domains can help brands shift from price-based to value-based marketing.
任文青Traditional Distribution: How to Achieve 5,000 Monthly Transactions and 200 Million Annual Sales with 10 Field Promoters?
This case study explores how Xiaocan Frozen Food, a Guangzhou-based frozen food distributor, achieved 200 million RMB in annual sales within two years using only 10 field promoters. By leveraging WeChat mini-programs and enterprise WeChat, they digitized their entire sales process, enabling efficient customer acquisition and management without traditional sales representatives.
任文青BC Integration Case: How Yanghe Achieved 90%+ Store and 80%+ Consumer Scan Rates
FMCG companies have been exploring channel digitalization in recent years. What exactly is channel digitalization? What positive attempts have baijiu companies made in this regard? We found that Yanghe, a baijiu giant with annual sales exceeding 150,000 tons, has representative experience over the past few years. This article introduces Yanghe's exploration in this area. However, before presenting the case, we need to answer a question: What exactly is channel digitalization? Informatization only lets you know; digitalization directly gives you the ability to decide and act. Everyone talks about digitalization, but what exactly...
任文青Offline Foot Traffic Down 30%, Is KA Still Worth Heavy Investment?
As offline foot traffic continues to decline, is the importance of offline channels for FMCG brands diminishing? What problems have brand owners faced in KA (Key Account) management? What can leading FMCG companies' KA management teach the industry? Facing uncertainty, what is the real significance of doing KA management well? With these questions, New Distribution interviewed marketing expert Mr. Cao Yang to gain his insights.
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