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Articles by 袁来
Browse 256 New Distribution articles by 袁来.
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256 articles · Page 9 of 11
Dealer Operations Playbook: Every Thriving Dealer Has a Signature Move!
This article explores how dealers can build their own communication platforms using WeChat Official Accounts, personal WeChat, and Moments to improve recruitment, customer relations, and sales. It highlights a case study of Dunjie Supply Chain, which successfully recruited 200 local salespeople in one day through a referral campaign, and provides a step-by-step guide for dealers to implement similar strategies.
袁来Lost Profits, Disrupted Market: Can Distributors Successfully Transform into B2B Platforms?
After the Chinese New Year, many distributors are planning their 2019 business strategies. Reflecting on 2018 and planning for 2019 is a key task for every distributor. In recent years, due to sluggish business growth and the impact of FMCG B2B platforms, more distributors are pursuing transformation. However, a distributor in eastern Guangdong who transformed into a regional B2B platform found the experience painful: he lost profits and disrupted his market.
袁来Has Three Squirrels' Illness Been Cured?
After a year and a half, Three Squirrels has finally recovered. It is now transforming from an internet-famous e-commerce brand that rose on Tmall's dividends into an ecological platform enterprise in the snack food industry chain.
袁来2019, A Large Number of Distributors Are Leaving!
A distributor in Shandong gave up a brand she had represented for nearly 20 years due to increasing annual tasks and inventory pressure. Another large distributor in eastern Guangdong cut brands like Master Kong and Oreo, and noted that many peers are struggling or closing, with B2B platforms exacerbating the difficulty.
袁来In-Depth | Uni-President's Strategic Partnership with JD New Channel: What's the Move?
Recently, news of Uni-President signing a strategic cooperation agreement with JD New Channel has drawn attention in the FMCG sector. On January 17, the two companies agreed to deepen cooperation in joint warehousing and distribution, data sharing, and brand marketing to better meet the increasingly diverse market demands of the borderless retail era. Since the second half of 2018, more brands have embraced B2B. As a typical representative of the 'deep distribution' model, Uni-President's full embrace of B2B marks another milestone for the industry.
袁来How Did This Small Enterprise Achieve a Textbook Breakthrough with New Marketing Under the Monopoly of Giants?
In the beer industry, where the top five players control over 80% of sales, Taishan Original Pulp, a local brewery, has defied the odds by achieving 120% annual growth through new media marketing and community building, expanding to 19 provinces with zero traditional advertising spend.
袁来The Organizational Transformation of a Trading Company | In-depth
In the past two years, distributors have faced tough times, with over 90% seeing net profits below 3% and ROI under 20%. Yet one distributor, Shaanxi Baihui Trading, achieved over 300 million yuan in transactions in 2018 with a compound annual growth rate exceeding 40%, thanks to its 'platform + small organization' model that empowers employees.
袁来Master Kong's 'Space Strategy' Advances into Southwest China, Promising 2019!
On December 30, following the space science popularization whirlwind that swept five cities in Northwest China, Master Kong kicked off its space science exhibition in Southwest China at the Sichuan Science and Technology Museum. Since June 26, 2018, the FMCG giant has partnered with Xinhua News Agency to launch the 'Space Spirit China Tour and Master Kong's Inclusion in Xinhua's National Brand Project' ceremony, officially opening the space science exhibition. From late October to mid-December, Master Kong's space science exhibition toured Xi'an, Yulin, Datong, Ankang, and Taiyuan. Looking back at 2018, in my view...
袁来From "3+3" Deep Distribution to New Retail: Tsingtao Beer's Channel Innovation Battle!
In 2013, Tsingtao Beer's market share in Xuzhou was 33% and declining. To reverse the trend and reclaim its base market share, Shi Yonggang, then deputy general manager of Tsingtao Beer Suntory (Shanghai) Sales, was appointed concurrently as general manager of Jiangsu Tsingtao Beer Company, focusing on Xuzhou, Suqian, Yangzhou, Lianyungang, and other areas. Shi told New Distribution, "In the county-level rural market, facing competitors with intensive distribution, Tsingtao Beer was at a complete disadvantage. We took a series of measures: first, set up distributors at the township level to ship directly from Tsingtao Beer headquarters; second, under the existing personnel system, implement a 3+3 visit system from county to township to ensure direct control of key terminals; third, comprehensively transform distributors from passive to active, leveraging their strength."
袁来Three Years On, JD New Channel Strives to Be the 'Network Weaver' of B2B
As more people and businesses come online, the internet has become a medium for breaking spatial barriers and enabling real-time communication, prompting traditional industries to undergo digital transformation. FMCG, a traditional and vast sector, has drawn significant attention from internet giants, with digital upgrades to distribution chains making FMCG B2B a familiar and hot topic. Viewing B2B through the lens of consumer internet, every participant in the future chain will be part of the B2B network, collaborating through network synergy and data intelligence.
袁来10,000 Stores! Three Squirrels Founder Zhang Liaoyuan's Offline New Retail Practice | In-depth
On December 9, the 10th B-end E-commerce Study Tour organized by New Distribution visited the headquarters of Three Squirrels to observe its strategic layout and gameplay in the new retail era—Squirrel Small Stores. As a new retail venture, the "franchise" snack store model differs from traditional franchising. At the event, Three Squirrels' first employee and Chief CBO (Brand Officer) "Shu Xiaofeng" detailed the differences between the "alliance" model and traditional franchising, and expressed the mission of Squirrel Small Stores: "Make it easy to open snack stores worldwide." The goal is to open 10,000 stores.
袁来Master Kong's "New Moves": Digitalized Channels, Aerospace-Quality Products
At the World Internet Conference on November 8, Master Kong's China Chairman Yang Qianhui announced the construction of a new smart business ecosystem, following a week of digital initiatives including a partnership with Alibaba's Retail Link. This move aims to upgrade channels, empower distributors with digital tools, and leverage aerospace-quality manufacturing to stay ahead in the FMCG industry.
袁来Dealer Transformation Handbook
Over the past three decades, China's traditional FMCG distribution channels have grown rapidly, but with an aging society and rising costs, traditional distribution models are no longer viable. This article categorizes dealer transformation paths into three types—organizational, business model, and commercial model innovation—and provides detailed guidance for each, emphasizing the importance of digitalization and adaptability.
袁来The Winning Strategy for Traditional Distributors: Steady "Micro-Innovation"
This is an era of "chaos and upheaval." Internet technology, as an engine driving commercial progress, is continuously entering the traditional offline distribution sector. Under the backdrop of consumption upgrading, changes in demand have become "bewildering." Coupled with internet-based entrepreneurs gradually building retail scenarios closer to consumers, traditional distributors seem somewhat at a loss in this volatile era. Many distributors lament that business changes too fast now; previously, they only needed to coordinate with upstream manufacturers and downstream small shops and KA stores, but now they must also be wary of national B2B platforms, and even former peers may have ventured into B2B, leaving them in a dilemma of whether to cooperate or not. Smart unmanned vending machines and office unattended shelves sell products within their territory (under exclusive offline agency agreements with manufacturers), yet the goods are not sourced from them...
袁来Surviving in the Cracks: What Really Constitutes Core Competitiveness for Distributors?
Distributors that survive in the future will not be those that only react when disaster strikes and struggle to make payroll; they will be those that anticipate change and actively prepare and transform now. This is the warning from Yang Su, chairman of Zhongshan Wanrong, P&G's largest offline distributor in China, about distributors who keep their heads down and operate like frogs in slowly boiling water. In his view, transformation is imperative in the current market environment, and it has reached a point where there is no choice but to change.
袁来Space Cooperation Helps Master Kong Embark on a New Journey; Dealers Say: Follow Them, It's Motivating!
Recently, FMCG giant Master Kong has been making frequent moves, from its Han Yang Quan mineral water appearing on Tmall's 11.11 live broadcast gala to announcing a smart business ecosystem at the World Internet Conference, signing a strategic cooperation agreement with Retail Link, and launching a space-themed food safety science exhibition in Xi'an. As an industry leader, Master Kong's strategic moves naturally influence the industry's development, reflecting new trends and its commitment to innovation and social responsibility.
袁来JD Supermarket 'Breaks Through Channel Ceiling' to Help Brands Achieve Digital Distribution
The national shopping festival 11.11 has come to an end. Among the various platforms and companies releasing their results, one set of data caught our attention: JD Supermarket's final report showed that from November 1 to November 11, it sold over 280 million items. Note, this is not 280 million yuan, but 280 million items. It's worth noting that JD Supermarket was only established a few years ago, and now it has become the largest supermarket in China both online and offline. It is reported that in 2017, JD Supermarket's transaction volume exceeded 100 billion yuan. In the past three years, it has maintained an average compound growth rate of 80%.
袁来From Nongfu Spring's 'Natural Weakly Alkaline Water' Being Debunked to the Chaos of Water Marketing in China
The 'acid-base body constitution theory' has been widely used in China's bottled water market, with Nongfu Spring successfully leveraging the 'weakly alkaline water' concept to dominate the market. However, the theory was recently debunked in a US court ruling, and new national standards have banned such concept-based marketing, leading to a shift towards segmented waters for specific scenarios and consumers.
袁来Exclusive | Master Kong Sounds Twice in a Row: Actively Embracing the Internet, Joining the Digital Transformation of Channels!
On November 8, at the 2018 World Internet Conference · Cross-Strait, Hong Kong and Macao Internet Development Forum held in Wuzhen, Yang Qianhui, Chairman of Master Kong Holdings China, delivered a keynote speech titled "Reconstructing Digital Channels - Master Kong Accelerates Integration, Moving Towards a New Internet Ecosystem," proposing that Master Kong actively embrace the Internet and initiate its smart business strategy. Just last week, on November 2, Master Kong announced a partnership with Alibaba Retail Link, leveraging its technological advantages to fully launch digital transformation of offline channels...
袁来Unveiling the Invisible 'Movers' of FMCG Distribution
In FMCG, the term 'mover' refers to distributors who transport goods to retail stores, but data is also 'moved' invisibly. This data is crucial for companies to monitor sales and inventory, yet it changes as it passes through different systems. Shanghai Welink Information Technology Co., Ltd. acts as a 'data mover,' providing EDI-based solutions to collect and standardize channel data for brands, and offering supply chain finance services to distributors, including a new 'red packet bill' tool to facilitate early payments.
袁来Brand Owners: B2B Wants to Pick the Fruit of Best-Sellers? We Won't Agree!
After embracing B2B, are brand owners cooperating smoothly with B2B platforms? Why are brand owners reluctant to let go of traditional offline distribution? How should B2B cooperate with brand owners, and where do distributors fit in? In the second half of 2017, major brands began to engage with B2B. Nearly a year later, various channels have announced strategic cooperation agreements between B2B platforms and brands. At this point, most B2B-brand relationships have passed the honeymoon phase and are settling into normal operations. What is the actual state of cooperation? Recently, New Distribution visited several leading FMCG manufacturers to understand the status and conditions of their partnerships.
袁来A Non-Tier-1 Beverage Distributor Transforms into a B2B Platform, Achieving Daily Sales of 6 Million Yuan Through Online Ordering Meetings—How Did She Do It?
A Master Kong distributor friend recently asked the author about building his own platform, inspired by a speech at a New Distribution conference. The speaker was Yan Lu, GM of Daqing Tao Daqing E-commerce, who transformed her beverage distribution business into a B2B platform, achieving remarkable results.
袁来Jiangsu Niulanshan Launches Premium 'China Niu' Baijiu Series, Building a Thousand-Dealer Alliance!
On October 10, the Jiangsu Niulanshan Thousand-Dealer Alliance Conference was held in Nanjing, where Nanjing Caizi Trading and Niulanshan Distillery jointly launched three mid-to-high-end baijiu products under the 'China Niu' series: Funiu (228), Xiniu (328), and Guoniu (428). In an interview, Caizi Chairman Zhu Guorong explained the strategy behind the launch, including a 'core alliance' system to empower the 20% of outlets with marketing capabilities, and a plan to recruit only 1,000 dealers across counties.
袁来Struggling to Recruit and Retain Staff? How a Distributor Kept Employees Motivated and Made Them Work for Themselves
While many distributors are trying various transformations, a condiment distributor in Rongchang District, Chongqing, Mingwang Trading, took a different path: upgrading operations and honing internal skills. By introducing the Amoeba management model and breaking down into smaller organizational units, they made every employee an independent operator. Recently, New Distribution interviewed this county-level condiment distributor, which serves a population of 700,000 in Rongchang County (now Rongchang District), with annual sales of nearly 50 million yuan and covering over 1,800 outlets. Despite the sluggish distribution market, this company has maintained a 30% profit growth in the past two years.
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