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Articles by 袁来
Browse 256 New Distribution articles by 袁来.
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256 articles · Page 6 of 11
Prices Are in Chaos! The 'Hundred-Billion Subsidy' of Community Group Buying Has 'Ruined' FMCG
Community group buying has become the hottest trend, with internet giants launching a hundred-billion subsidy war that is wreaking havoc on FMCG manufacturers and distributors. The article discusses the impact on pricing, the victims and beneficiaries, and suggests countermeasures for brands.
袁来Heavyweight | Zhongshang Group - The 'Hidden Champion' in China's FMCG Sector, Exporting 6 Billion RMB GMV Annually
Zhongshang Group, a name unfamiliar to many in the FMCG industry, is a hidden champion with impressive credentials: it is the largest brand operation agent for shampoo brand 'Ryo', covering 50% of its offline sales, and manages over 10,000 SKUs across 500+ retail channels, generating over 6 billion RMB GMV annually. The company has recently formed strategic partnerships with Japan's ARATA and China's Yunji, signaling its expansion into consumer brands.
袁来The Hundred-Billion Group Buying War Among Meituan, Didi, Pinduoduo and Other Giants: FMCG Manufacturers Cannot Just Watch!
Community group buying has evolved from a small-scale business into a major battleground, with giants like Pinduoduo, Meituan, and Didi investing billions in subsidies. FMCG manufacturers must actively participate rather than merely observe, as this transformation of traditional retail will directly impact their sales channels and market position.
袁来After the Battle, What Remains for Distributors Is Not Only Confidence in Being 'Irreplaceable', but Also Market Dividends!
Looking back at the evolution of FMCG B2B platforms, it still follows the laws of business history: they start grandly, experience ups and downs, and few survive to the present. From 2013 to 2016, FMCG B2B platforms sprang up like mushrooms across the country, expanding with the banner of national conquest, with various players and capital hype. From 2017 to 2018, closures due to poor management were common, and the industry entered deep waters; from 2019 to now, only a handful have survived, with most platforms returning to their home bases to focus on profitable business.
袁来Time to 'Refresh' Frontline Sales Staff!
Before the holiday, I attended an O2O workshop organized by New Distribution's consulting team for a brand manufacturer, covering O2O knowledge, market insights, strategy deployment, and case studies. O2O is now a critical sales growth channel for every regional branch and local sales office, driven by the pandemic and changing consumer habits.
袁来Dealer Transformation: Don't Fear the Pain!
The topic of dealer transformation has been widely discussed, but true transformation requires investment, causes sales fluctuations, meets employee resistance, and brings pain to the boss. This article outlines five structural growth strategies for dealers: changing business models, applying digital tools, embracing external platforms, pursuing innovation, and expanding through mergers.
袁来Traffic Peaks, Dividends Fade, Channels Fragment: Time for FMCG Companies to Build 'Private Domains'!
In 2019, the topic of 'private domain traffic' suddenly became hot, and many companies are talking about it. Why is 'private domain traffic' being proposed at this time? There are three key nodes: market environment, internet penetration, and operating costs. Tencent has elevated the concept of 'private domain' to a 'private domain business format', aiming to promote the large-scale development of the private domain ecosystem and reshape the growth pattern of retail enterprises.
袁来From B2B to B2C: JD New Channel Joins Upstream and Downstream Partners to Build an Omnichannel Growth Engine
Fragmented demand and fragmented scenarios require brand owners to transform from a single traditional business model to a more efficient, diversified, and multi-dimensional one. As FMCG products are characterized by immediacy, high turnover, and low value, offline channels have always been the main battlefield for brand owners. How to integrate online and offline, achieve precise store entry, and omnichannel marketing has always been the direction brand owners strive for.
袁来New Distribution Yuan Lai: The Era of Enclosing Land is Coming, Distributors Are No Longer Doing Incremental Business, But Grabbing Other Distributors' Existing Business!
The 2020 (3rd) China FMCG Conference, hosted by New Distribution, was grandly held from August 24-26 at Shanghai Fuyue Hotel, attracting 3,000 industry practitioners including distributors, manufacturers, and internet companies from across the country. The following is the speech content of Mr. Yuan Lai, chief editor of New Distribution, at the parallel forum 'FMCG Digital Distribution Masterclass', organized and published for readers. New Distribution was established in 2016, and since its inception, we have been observing the FMCG industry...
袁来When Internet-Famous Brands Go Offline: Be a 'Honest Person'!
In recent years, the rise of innovative consumer brands has been evident to many. With capital support, e-commerce hype, user discussions, and cutting-edge innovation, many startup brands have become focal points in the industry. New Distribution has reported on dozens of such brands, firmly believing that any innovation deserves coverage. However, this does not mean these companies hold absolute superiority. On the contrary, when these brands step into the offline world, they often face significant challenges due to a lack of respect for the offline market, insufficient understanding of frontline realities, and organizational mismatches. To succeed offline, they must become 'honest people,' returning to the basics of the 4Ps: product, price, channel, and promotion.
袁来Amid the Pandemic Winter, Securing 200 Million Yuan in Series B+ Funding and 300% Growth in 3 Years: What is a1 Snack Research Institute's Innovation Methodology?
In recent years, innovative consumer brands have emerged rapidly. New Distribution interviewed Zhou Weiping, founder of a1 Snack Research Institute, to explore the underlying logic behind their rise. Zhou attributes it to consumption upgrading, where consumer demand has moved ahead of supply, and emphasizes the importance of creating极致 products within the affordable range of target users, while adopting an omni-channel strategy and membership stores to build direct connections with consumers.
袁来Has FMCG B2B Gone Quiet? How Is It Doing?
Despite the reduced buzz, FMCG B2B is not failing but entering a deep operational phase. The industry is consolidating, with platforms focusing on category and store operations, while brands and distributors adapt to digital transformation.
袁来Meituan, Ele.me, Dingdong Maicai, Xingsheng Youxuan and Other O2O Platforms Surge: Time for FMCG Companies to Get on Board!
The pandemic has accelerated the growth of new retail O2O platforms, making them a significant trend for FMCG brands. These platforms are not only sales channels but also marketing arenas, offering access to young, influential consumers and enabling precise, data-driven marketing. However, regional imbalances and organizational challenges require brands to adopt strategic approaches.
袁来What Will Distributors Who Survive the Next 5 Years Look Like?
This article discusses the future of distributors in the FMCG industry, arguing that digitalization is the key to sustainable growth. It outlines three types of distributors (brand, category, and channel) and explains how digital tools can be applied to internal management, external operations, and business models, with a focus on digitizing networks, products, and personnel to drive order digitalization.
袁来A Trillion-Yuan Market, High-Value, High-Frequency Baijiu: Actually a 'Slow' Industry...
Baijiu, a trillion-yuan market with high value and high frequency, seems 'perfect' to industry insiders, but innovation has been scarce. Today, innovation in baijiu must go beyond market models or single products, focusing instead on product and brand innovation that resonates with the values and culture of young consumers, especially those born in the 90s and 95s.
袁来From Deep Distribution to E-commerce Rise, and O2O Breakthrough: Tsingtao Beer's Channel Innovation in Practice!
The pandemic accelerated the growth of home-delivery O2O business. According to New Distribution's research data, in the 30 days after the 2020 Spring Festival holiday, the number of people working remotely from home surged, and under the stimulus of the home economy, active users of fresh food O2O platforms increased by 58% year-on-year. In fact, in recent years, O2O business has maintained rapid growth in both catering and supermarket channels, cultivating a massive user base, and its business model has become increasingly mature and stable. Taking Meituan and Ele.me as examples, public data shows that Meituan Waimai has 400 million registered users and 50 million monthly active users...
袁来Distributors, Stop Chasing Online Business—The Dividend Is Over!
In the past few months, due to the pandemic, lockdowns and road closures have frozen offline business. During this period, community group buying boomed, and manufacturers seemed to find a survival path, pushing distributors online with communities, Moments, and mini-program stores, but to little effect. Many distributors ask if online business is still viable, but the article argues that by the time traditional distributors see an online dividend, it's already the tail end, and they should focus on offline opportunities instead.
袁来Distributors: In the Era of Thin Margins, Sales May Decline, but Profits Must Rise!
Distributors' business is tough, but they won't disappear; 70% of business still happens offline. The key is to shift from chasing sales growth to improving management efficiency and expanding beyond regional limits.
袁来From Capital Provider to Distributor to Coverage Provider to Operator: The Bar for Distributors Is Getting Higher!
The emergence of the distributor community dates back to the 1990s, following the reform of the commercial circulation system, when the earliest batch of distributors appeared. At that time, distributors mainly came from the supply and marketing cooperative system, along with some who had not found suitable jobs and turned to buying and selling goods. In the 1990s, supply was less than demand, and materials were scarce, making business relatively easy. Some manufacturers' sales managers also joined the ranks of distributors.
袁来12 'Food Stores' in a Wholesale Market, Annual Sales Over 100 Million, 30% Annual Growth: How Did This Distributor Do It?
A distributor who started in a wholesale market has built a chain of 12 snack food stores with annual sales exceeding 100 million yuan and 30% growth, by leveraging product selection expertise, scale advantages, and innovative distribution models.
袁来In a Red Ocean Beverage Market, Is There Still Opportunity? The Hit-Maker 'Hankow Erchang' Tells You the Answer!
In the FMCG industry, the beverage category is undoubtedly the most competitive, a veritable red ocean. Breaking out or quickly building brand recognition in such a market seems nearly impossible, unless you burn cash or target a niche channel early. Yet in 2019, one brand achieved industry-wide fame and 300 million yuan in annual sales within just two years of its December 2017 product launch: Hankow Erchang.
袁来From Mondelēz and Mars Distributor to Category Distributor: How Did He Achieve Annual Sales of 50 Million in a County-Level Market?
Distributors often complain about tough business conditions, but a small group thrives. Wang Lei, general manager of Linquan Zhicheng Trading, entered the FMCG industry in 2009 and grew from a novice to the largest snack food distributor in his county, with annual sales of nearly 50 million yuan and direct service to over 2,000 outlets. His success stems from focusing on the snack category, strategic product selection, and innovative incentive schemes for both sales staff and retail stores.
袁来Is the Distributor's Business Getting Better or Harder?
When seeing this title, I think 90% of people will be convinced that 'the distributor's business is getting harder!' But is that really the case? Are all distributors' businesses getting harder? If that were the only answer, there would be no need to discuss this topic. Before discussing whether distributors' businesses are good or bad, let's talk about two stories. In all low-income countries worldwide, what percentage of girls complete primary school? A. 20%; B. 40%; C. 60%. What is your answer? In a survey, only...
袁来The Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon
In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation.
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