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Articles by 王军
Browse 30 New Distribution articles by 王军.
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Snow King Goes Global: Winning by Selling Ingredients, Struggling to Go Too Far
According to Mixue Group's latest financial report, as of December 31, 2025, Mixue Bingcheng had 59,823 stores globally, including 55,356 in mainland China and 4,467 overseas, covering 13 countries. By store count, it surpasses Starbucks and McDonald's to become the world's largest freshly made beverage chain. Stores are the carrier, but the supply chain is the real business. Understanding Mixue's overseas expansion requires a key premise: Mixue is not a company that makes money by selling milk tea; over 90% of its revenue comes from selling ingredients, packaging, and equipment to franchisees.
王军Is Pop Mart Replicating Hello Kitty's Global Expansion Path? Selling Refrigerators Is Just the Beginning
On April 24, Pop Mart officially unveiled its first home appliance product—the THE MONSTERS Lifestyle Series Cooler (LABUBU-themed refrigerator), available in Home and House of the Monsters versions, uniformly priced at 5,999 yuan, with a global limited release of 999 units scheduled for 10 PM on April 30. Pre-sale reservations exceeded 3,000. The author found on second-hand platforms that, before the release, the LABUBU refrigerator had already appeared at a price of 92,300 yuan, a premium of about 15 times.
王军China Brand Going Global: Global Retail 50 Reordered
The National Retail Federation (NRF) and Kantar have released the 2026 Global Retailer TOP 50 list. According to NRF/Kantar criteria, companies must be retailers selling consumer goods to the public and have direct sales operations in at least three countries, with at least one country not bordering their home market; the list also calculates retail-related revenue, excluding non-retail income such as finance, cloud services, and logistics. So, if you break down these 50 companies, you'll find that the mainstream of global retail...
王军Going to Africa: It's Not About Whether You Dare, But Whether You Know How
As the global market landscape reshapes, many companies are seeking new growth opportunities. For FMCG companies, Africa is gaining attention not just for its large and fast-growing population, but because it is still in the early stages of brand, channel, and supply chain restructuring, leaving many opportunities unclaimed. Africa is worth exploring, but not as a monolithic market; success requires careful country selection, understanding the dominance of wholesale markets and small shops, and leveraging digital distribution and localization.
王军Instant Noodles Market Declines 6%, How Did This New Brand Grow 44.4% Against the Trend?
Entering 2026, growth in the FMCG industry is increasingly hard to find. In the instant food sector, Q4 2025 instant noodle sales fell over 6% year-on-year, while only four leading companies launched 887 new SKUs annually. Against this backdrop, Huaweifang achieved 44.4% annual growth by focusing on non-fried steamed noodles and implementing scene-based marketing in regional markets.
王军Yu Donglai Announces Retirement, Giving His Body Back to Freedom and His Soul to the Company
On February 11, 2026, Yu Donglai, founder of Pangdonglai, announced on social media that he would officially retire after the Chinese New Year, transitioning to a consultant role, with company operations to be led by the Pangdonglai Decision Committee. The announcement has drawn industry attention, though no official人事变动公告 has been released by the company as of press time. As a recognized soul figure in China's retail industry, Yu's influence extends beyond his company, having built a tiny supermarket into a nationally renowned business model over three decades.
王军11 Supermarkets Compete, Yet No 'King of Guangdong' Emerges
Guangdong, China's economic powerhouse with 35 years of GDP leadership, hosts a dense retail market, yet no single supermarket chain dominates the province. This article profiles 11 key players, revealing a fragmented landscape shaped by multi-city structure, strong local incumbents, and high entry costs, leading to a dynamic balance where regional players thrive in their niches.
王军Pangdonglai Is Just the Tip of the Iceberg: 12 Other Powerful Local Supermarkets in Henan!
When it comes to Chinese retail, Henan is an unavoidable province. On one hand, Henan has a huge population and a thick consumer market; on the other, consumption and urban structure show obvious multi-center and decentralized characteristics. Different cities have significant differences in consumption radius, business format mix, and demand focus, and retail competition mostly occurs within each city. In such a market environment, it is easier to form a group of regional chain supermarkets deeply rooted locally. They organize products around high-frequency household consumption, continuously invest in procurement, warehousing, distribution, and store operations, gradually establishing stable advantages in their respective cities.
王军Yunnan Baiyao, C&S Paper and Other 13 Personal Care and Daily Chemical Companies Release Q3 Reports: 11 See Revenue Growth, 11 See Profit Growth
Recently, multiple listed companies in the personal care and daily chemical industry released their financial reports for the first three quarters of 2025. New Distribution reviewed the reports of 13 companies, showing that on the revenue side, 11 achieved growth while only 2 declined; similarly, on the profit side, 11 saw net profit growth and 2 declined. Notably, some companies performed exceptionally well, such as C&S Paper with a net profit year-on-year increase of 329.59%, Shanghai Jahwa with 149.10%, and Jieya and Beijiajie with increases of 95.78% and 84.58%, respectively. The author compared...
王军Going Global to Africa: The Next Strategic High Ground for FMCG?
At the 7th China FMCG Conference held in Shanghai from August 19-21, 2025, Wang Jun, Vice President of cross-border B2B e-commerce platform Egatee, shared insights on FMCG expansion into Africa, analyzing trends and cases. The article argues that Africa, with its demographic dividend and market potential, represents a strategic opportunity for Chinese FMCG companies to replicate past growth, urging them to act now for the next decade.
王军Is Chinese FMCG Going Global a Good Business?
The conclusion first: Chinese FMCG brands going global are still in the blue ocean stage, or early stage, and this stage has not yet become a period of rapid development, with enterprises generally lacking awareness. Therefore, from a trend perspective, the opportunities are significant. This article is written as an introduction to the 'FMCG Going Global Forum' in Shanghai in August, ahead of the China FMCG Shanghai Conference on August 21.
王军FMCG Going Global to Africa Is Already a Present Progressive
After working on projects in Africa for over three years, the author has gained unique insights: personally, a deeper patriotism; in market understanding, FMCG going global to Africa is already a present progressive. The article analyzes the African FMCG market from fundamentals, channel insights, and brand marketing, highlighting opportunities for Chinese companies.
王军Regional Manager: Making 2022 Business Plans Is Not 'Copying Homework'
As December arrives, major FMCG brands have begun planning for the coming year. This article discusses how regional managers should review and plan their business. Many regional managers mistakenly treat business planning as a routine task or fail to create individual plans for each dealer. The article outlines common pitfalls and provides a detailed framework for conducting thorough business reviews and making effective plans.
王军The Way Out for Traditional Distributors: Among Three, I Excel!
The market has changed significantly in recent years, bringing challenges to traditional distributors. Some overreact to new models like B2B platforms and community e-commerce, while others are slow to respond. The author argues that in China's vast market, distributors remain irreplaceable, and the key to growth lies in company-based operations, building strong teams, and expanding from brand-specific to comprehensive distribution.
王军Meipinshu Wang Jun: Supply Chain Upgrade and Small Store Empowerment in the Trillion-Yuan Daily Necessities Market
Founded in 2019, Meipinshu is a platform enterprise providing global small commodity supply chain services to small and medium retailers. Its founder, Zha Jiulan, is a renowned serial internet entrepreneur and former co-founder and COO of Zhangxia Tianxia, a leading figure in China's FMCG B2B industry. According to Zha, Meipinshu received strategic investment from China Small Commodity Group, Lakeside Shannan Capital, K2VC, and Zhongding Venture Capital at its inception. With core competencies in 'big data product selection + global supply chain + new retail empowerment', it aims to build China's most professional and large-scale small commodity supply chain platform.
王军Short Video + Live Streaming: Seven New Weapons for Manufacturers/Distributors to Drive Sales!
In the internet age, wherever users spend their time, business opportunities explode. On one hand, with the spread of mobile internet, user time is more fragmented, and the rise of 'micro' and 'short' new forces is irreversible. On the other hand, history keeps repeating itself: live streaming e-commerce continues TV shopping, show live streaming revives 1930s nightclubs, and 'laotie' economy interprets new master-apprentice fan guilds. Selling products has become the best monetization model for short video + live streaming. Is the grassroots + platform rhythm another opportunity to disrupt tradition, or just a flash in the pan?
王军Midway Through the Race: How Can Community Group Buying Platforms Take the Lead?
At the Central Plains Community E-commerce Summit held on July 26, Wang Jun, CEO of Dimiao Youxuan, shared insights on refined operations in community new retail. He emphasized that community group buying is a disruptive model, requiring focus on four core attributes (necessity, high frequency, small amounts, and distinctiveness) and four core values for stakeholders, while also highlighting the importance of strengthening user memory points, standardizing external processes, internal management, and data awareness.
王军Xingsheng Youxuan Secures Nearly $40 Million Investment: Is the Second Half of Community Group Buying Here?
At the Central Plains Community E-commerce Summit held on July 26, retail expert Wang Jun shared insights on 'Community Group Buying 1.5 Observation,' emphasizing that the essence of community group buying is supply chain optimization and restructuring. As the industry enters its second half, significant changes are expected, including the rise of head players and the potential for a duopoly between Alibaba and Tencent.
王军The Path to Glory of Peppa Pig IP Derivatives in China!
As the Year of the Pig arrives, Peppa Pig has become a cultural phenomenon in China, with its IP generating massive sales and licensing revenue. This article explores the history of Peppa Pig's IP licensing, successful commercialization cases, and how companies can secure licensing rights.
王军A Brief History of Peppa Pig
This article traces the history of Peppa Pig from its creation in 1999 to its global success, including its rise in China, and lists the top 10 most profitable IPs in the world. It also includes quotes from the creators.
王军JD.com and Alibaba Enter the Fray: Community Group Buying Surges—Should Traditional Retail Follow?
In 2019, hot retail topics like new retail, borderless retail, and unmanned retail have quieted down, with attention shifting to community group buying. Traditional retail enterprises are asking whether to adopt this model; the author believes it is feasible and worth pursuing, offering value in category expansion, traffic, talent, and member data.
王军FMCG Winter: How to Embrace "IP" for Warmth and Unlock a Hundred-Billion Incremental Market?
As the 2019 Spring Festival approaches, FMCG brands are leveraging IP collaborations to drive sales, from the Palace Museum's cultural products to Peppa Pig merchandise. This article explores IP commercialization trends, successful cases, and strategies for brands to connect with consumers and build private traffic, while also addressing industry pain points and future opportunities.
王军Alibaba Enters Community Group Buying: Is the Cainiao Station Strategy Viable?
Alibaba has entered the community group buying space through Cainiao Stations and Taobao, but faces challenges against WeChat's ecosystem. The article questions whether this model can succeed and whether community group buying will become a lasting retail force.
王军Suning Xiaodian Enters Community Group Buying: Following the Trend or Going All In?
Suning Xiaodian has entered community group buying, planning to recruit 25,000 group leaders within three months. The author believes this is not a blind move but a well-planned strategy, given Suning's capital operation expertise and the necessity to defend its offline retail territory.
王军