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Articles by 袁来
Browse 256 New Distribution articles by 袁来.
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256 articles · Page 7 of 11
How to Sell Food, Beverages, Beer, Seasonings, and Daily Chemicals via Community Group Buying—and Sell More?
The pandemic has reignited community group buying. With consumers unable to go out, contactless delivery has become the norm. To meet pre-Chinese New Year sales targets and recover market losses, brands have turned to community group buying—some running their own, others partnering with platforms. This crisis has significantly elevated the importance of community group buying in the minds of FMCG manufacturers, shifting them from indifference to active promotion, even considering it as the launchpad for new products.
袁来FMCG Manufacturers, It's Time to Embrace Home Delivery E-commerce!
Home delivery e-commerce has become an unstoppable trend after the pandemic. According to a survey by the China Chain Store & Franchise Association, home delivery business for offline retailers grew 80%-200% during the outbreak, with some seeing online sales triple year-on-year. Walmart reported a 4.4x increase in O2O sales and a 15.2x surge in orders via its mini-program. As consumers shift from forced to habitual online shopping, FMCG brands must seize this opportunity early.
袁来Defeating Quaker, Calbee and Other Cereal Veterans to Top Tmall's Cereal Category: The Story of the 'Fastest' Food Startup!
A food startup launched its Taobao store in May 2018, with sales exceeding 2 million yuan in the first month; less than a year later, in May 2019, it became the top seller in Tmall's cereal category, and by September, it ranked first in the entire Taobao/Tmall instant food category. In 2019, it participated in 11.11, defeating Quaker, Calbee and other cereal veterans to win first place in Tmall's oatmeal category, with annual sales growth of over 20 times; subsequently, it was named Tmall's 2020 Benchmark Brand and the No.1 new grain meal replacement brand most loved by consumers. This company is the internet-famous 'explosive' brand 'Wangbaobao' cereal.
袁来Distributors' Second Venture into Community Group Buying: Whose Business Are They Really Taking?
Community group buying has become a familiar term to many distributors after the COVID-19 pandemic. While the trend might have fizzled out by 2019 without the pandemic, it was reignited in February 2020 due to the outbreak. This article, from a distributor's perspective, explores the differences between traditional distribution and community group buying, the platform business model, and clarifies that community group buying actually competes with hypermarkets and wholesale markets, not with fellow distributors or community stores.
袁来Snow, Tsingtao, Budweiser Accelerate Layout in Mid-to-High-End Market, How Can Innovative Craft Beer Stand Out?
Beer is a market worth hundreds of billions. The top five giants—Snow, Tsingtao, Budweiser, Carlsberg, and Yanjing—control 83% of the market. As consumption upgrades, consumers seek better taste and quality, prompting giants to enter the mid-to-high-end segment, while craft beer sees explosive growth. Innovative craft brewers like Panda Craft Beer focus on offline channels and cultural education to differentiate.
袁来Distributors Want to Try Community Group Buying? Stay Calm and Prepare for a 'Second Start-Up'!
The pandemic has reignited community group buying, prompting many distributors to enter this business. However, it's far more complex than it seems, requiring a shift from B2B to B2C thinking, daily category planning, and operational expertise. Distributors should approach it cautiously, ideally with a fresh team and a pilot project, while recognizing the broader trend of channel diversification.
袁来Yili, Mengniu, Nongfu Spring, Tsingtao Beer, Snow... All 'Open Groups' - Is It a Temporary Rescue or a Model Exploration?
As the epidemic has not fully subsided and FMCG manufacturers have not fully resumed work, home delivery services have surged across regions due to lockdown measures. Manufacturers are now recruiting community partners to extend home delivery, which serves both short-term inventory clearance and long-term strategic exploration.
袁来The Second Path for Distributor Transformation: Embracing B2B Platforms, Thriving Under the Big Tree
As business becomes increasingly difficult across the entire trade and distribution sector, distributors are seeking transformation. Beyond the three common paths, some are now partnering with national B2B platforms like JD New Channel's Joint Warehouse, gaining extra income, improved management, and expanded business opportunities.
袁来Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来2019 is Over, Where Are the Opportunities for Distributors in 2020?
As 2019 comes to a close, distributors are taking stock of their business performance. Beyond preparing for the final sales push, it's time to plan for 2020. Opportunities lie in category expansion and channel development, but only for those with a solid foundation in direct store coverage and brand partnerships.
袁来Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来Adding 10,000 Multi-Scenario Stores: Unpacking JD New Channel's 2020 Layout and Strategy
Recently, on the occasion of its fourth anniversary, JD New Channel announced that it will add 10,000 multi-scenario stores in 2020, built to the standard of 'Six Unifications.' At the same time, under the theme 'Unite All Directions, Benefit Neighbors,' JD New Channel reviewed its achievements over the past four years and clarified its next steps. As an industry observer, New Distribution witnessed this anniversary review and will use 'Unite All Directions, Benefit Neighbors' as the main thread to unpack New Channel's new layout and strategy for 2020.
袁来"No Middleman to Earn the Difference" — Nonsense!
The article argues that middlemen (distributors) in the FMCG industry are not obsolete but essential, providing logistics, capital flow, and information flow that improve efficiency and reduce costs. Despite the rise of e-commerce and B2B platforms, distributors will not disappear but will evolve, becoming more specialized and important in the supply chain.
袁来Under Stock Competition, Where Is the Next Opportunity for FMCG Companies to 'Overtake on Curves'?
With the disappearance of demographic dividends, all industries have shifted from tapping incremental markets to competing for existing market share, and the FMCG market is no exception. Besides competing on existing market share, FMCG companies can also overtake on curves by empathizing with consumers, identifying new demands, and satisfying them in differentiated ways, avoiding resource-draining wars. This article explores the concept of 'small demands' and how a metal packaging giant, Baosteel Packaging, offers a solution through its 'IPrinting 听你' platform.
袁来Distributors That Only Do Warehousing, Financing, and Wholesaling Are Basically Close to Shutting Down!
The harder business gets, the more distributors should think about how to run their business in the next 2-3 years, especially in an era of new retail rise, online e-commerce blockade, and B2B e-commerce competition. New Distribution has predicted that regional distributors will evolve into three types: brand operators, category operators, and regional supply chain enterprises. Frankly, there will be fewer regional supply chain enterprises, about 1-3 in a region, and the requirements are higher, making it not the best choice for most distributors. Becoming brand operators or category operators is relatively easier, and adjusting direction based on existing distribution resources is a good option.
袁来JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!
This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios.
袁来Annual Sales Nearly 400 Million: The 'Three Moves' of Haitian and Hengshun Distributors: Category Distribution + Foodservice Distribution + Centralized Warehousing and Delivery
A viewpoint recently caught our attention: in the next 5-10 years, 70%-80% of small and medium-sized enterprises will be cleared out. Reflecting on New Distribution's coverage and observations of distributors over the past year, we are convinced of this. From a macro perspective, the market has entered a phase of 'grabbing the pie,' where sales growth is not made but fought for. In the existing market, there will inevitably be winners and losers, and the most direct manifestation is the exit of distributors in the middle. Liu Run, founder of Runmi Consulting, once said: 'During the dividend period, there is no difficult business; once the dividend period is over, there is no good business.' This logic fits the distributor industry perfectly.
袁来Founded 4 Years, Annual Sales 15 Billion, FMCG Maternal and Infant B2B2C Platform - Haipaike's Practice!
In just 4 years, Haipaike has established the largest B2B2C deep distribution maternal and infant platform in the FMCG vertical category. As of now, Haipaike has cooperated with more than 8,000 maternal and infant brands, covering 170,000 maternal and infant stores, with 2018 GMV of 10 billion, and is expected to achieve 15 billion GMV in 2019. Founded in 2015, Haipaike uses internet technology to aggregate a maternal and infant supply chain platform integrating brand owners, service providers, distributors, and retailers. Recently, New Distribution had a dialogue with Haipaike's founder...
袁来The Bottleneck for 50 Million Distributors: Success in Marketing, Failure in Management!
At the 2019 China FMCG Conference organized by New Distribution in August, Mr. He Jianfeng, founder of Chengpu Henghe, shared the 'Nine Swords of Digital Distribution' for digital distributors. This article interprets these principles to explore how distributors can improve internal operations and management in the digital era, emphasizing scale, standardization, and process optimization.
袁来Is the Distributor Business Worth Doing All Over Again?
Under the wave of consumption upgrade, the phrase 'All businesses in China are worth redoing' has become popular. This article explores whether the FMCG distribution business can be reinvented, using the case of Kuailai Zhanggui, a Shanghai-based B2B platform that achieved 1 billion yuan in annual sales within three years, to illustrate new operational concepts for traditional distributors.
袁来Sorry, 'Puffy' Distributors Have No Future!
In early August, the author visited several distributors and found many 'puffy' ones: high annual sales but pitifully low profits, often below 500,000 yuan net. The article discusses the transformation of such distributors from mere logistics providers to commercial flow promoters, with brand support and digital tools, and offers advice on improving data management, organizational skills, and market expansion.
袁来A 20-Year Mengniu Distributor, Restless in Entrepreneurship!
At 9 a.m., when Yang Liang was met, he was deploying the latest work with department heads. After the meeting, I said, 'Why not go to your office for a quieter chat?' He replied, 'This is my office.' There was no separate desk or boss chair; the west side had a metal filing cabinet and two school desks piled with trophies, books, and products, while the east side had a long conference table for about ten people. Yang Liang's workstation was the first seat on the right. He distributes brands like Moutai, Jiannanchun, Mengniu, and Six Walnuts.
袁来FMCG Entrepreneurs: A Practical Case of Regional Central Warehouse and Distribution
Central warehouse and distribution (统仓统配) has been a hot topic, with many FMCG dealers entering the field. This article shares the practical experience of Hubei Tianlu Smart Logistics, which achieved break-even in about 1.5 years, and discusses key strategies for finding warehouses, people, and goods, as well as insights on scale, pricing, and delivery.
袁来A Distributor with Over 20 Years of Experience: Why Are Sales Only in the Millions?
During a market survey in Henan, a distributor with annual sales of 5 million yuan in a county market and another with 50 million yuan in a prefecture-level city were compared. The key difference lies in their assets and innovation. Distributors below 10 million yuan rely on warehouses, trucks, and drivers, while larger ones innovate in organization and business models. The article argues that profits below 1 million yuan are merely 'manager wages' and that innovation, through replication and adaptation, is essential for growth.
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