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Articles by 赵波
Browse 345 New Distribution articles by 赵波.
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345 articles · Page 2 of 15
Zhao Bo of New Distribution: PEST Market Growth Strategy in an Era of Surplus
In the current Chinese market environment, consumption is undergoing a structural shift: the dominant reason for purchase is moving from 'physical value ranking' (function, performance, price, availability) to 'psychological value ranking' (relative position, identity narrative, meaning of recognition). This article proposes a systematic framework—four logics and two structures—to explain the current economic and market issues, and offers strategic solutions for enterprises to adapt.
赵波Zhao Bo of New Distribution: Moving Beyond the Wholesale Era, Reconstructing China's Commercial Circulation Industry
Starting from the 'Engel coefficient turning point,' this article examines the transformation of consumer society and its impact on retail and wholesale industries. It analyzes how developed markets have responded to retail restructuring and outlines four paths for China's wholesale sector to evolve from a relationship-based to a system-driven model.
赵波New Distribution Zhao Bo: The Era of Selling Shelf Space Is Over, Distributors Must Reclaim 'Product Selection Power'
Distributors are caught in a dilemma: hot-selling products yield thin profits, while high-margin new products struggle to move off the shelves. This article analyzes the root causes—role misalignment, information gaps, market involution, and capital occupation—and outlines five future supply chain models and three strategic paths for distributors to regain product selection power and thrive in the new retail landscape.
赵波New Distribution Zhao Bo: It's Not That Consumers Have No Money, But a Supply-Demand Mismatch
Is consumption really 'downgrading'? Or are we 'asking the wrong question'? Over the past year, 'sluggish consumption' has become a high-frequency term in observations of China's economy. From statistics to the streets, from national consumption-boosting policies to the performance anxiety of companies and brands, almost everyone is asking: 'Do consumers have no money?' But if we broaden our perspective and look at it from a more systematic angle, the answer may not be so simple. We observe a more fundamental trend: it's not 'no money,' but 'no feeling.'
赵波Zhao Bo of New Distribution: In the Era of Emotional Consumption, Reshape Product Definition in the Third Consumption Era with 'Multi-Axis Value'
In the third consumption era, emotions can instantly ignite consumers' purchasing enthusiasm, but relying solely on emotional value makes it difficult for brands to retain users long-term. Emotions are merely the trigger point in the product consumption decision chain, a key moment of truth (MOT) for sparking interest and word-of-mouth, but not the entirety of the consumption decision. To truly capture and retain users, brands must shift to a 'multi-axis value' strategy, embedding emotional, experiential, exploratory, health, asset, algorithmic, and ethical value elements on top of functional satisfaction, based on users' real Jobs-to-be-Done.
赵波Zhao Bo of New Distribution: What New Capabilities Do Brand Managers Need in the Third Consumption Era?
The evolution of the consumption era and the new requirements for brand management roles. We are in an unprecedented consumption era. Looking back over the past forty years, the evolution of China's consumer market can be divided into three distinct stages: the first consumption era, centered on product scarcity and meeting basic needs, with consumption behavior dominated by functional utility; the second consumption era, with rapid economic development and abundant goods, upgrading consumer needs from mere functional satisfaction to the pursuit of quality and brand, with more refined and stratified consumption behavior; and now, we have entered the third...
赵波New Distribution Zhao Bo: Today's Brands Need to Solve Not 'What to Buy' but 'Why Buy'?
The Chinese consumer market is undergoing a profound transformation into the 'Third Consumption Era,' where psychological and emotional factors increasingly drive purchasing decisions alongside functional needs. Brands must adapt by balancing 'transactional jobs-to-be-done' (functional efficiency) with 'psychological jobs-to-be-done' (emotional value, identity, and meaning) to achieve sustainable growth.
赵波Don't Just Compete on Price! Learn from Pop Mart to Double FMCG Premiums with IP
In the Consumption 3.0 era, the core contradiction in FMCG is no longer 'availability' but 'desire'. Bain & Worldpanel data shows 2024 FMCG sales volume grew 4.4% but average price fell 3.4%, highlighting a supply-demand mismatch. Pop Mart, with 2024 revenue of 13.04 billion yuan (+107% YoY) and 66.8% gross margin, demonstrates how IP and emotional supply can counter price deflation, offering a blueprint for FMCG brands to achieve premium pricing.
赵波How a Pack of Fire Noodles Went Global: Samyang's Worldwide Success and Lessons for Chinese Food Companies Going Global
Not all 'hype' is a traffic bubble. In an era where short videos dominate attention and social platforms create hits, products seem easier than ever to go viral. But for this very reason, popularity has become a trap easily misunderstood: content that trends for a moment often vanishes quickly, and products that briefly gain traction mostly fade into silence. Yet there is a kind of 'hype' that can transcend platform lifecycles, cultural barriers, and even national borders, becoming a long-term winner of commercial phenomenon. Samyang Foods is such a typical case. It did not rely on celebrity endorsements, did not spend huge advertising budgets, and is not a factory for 'internet-famous hits.' But with a pack of fire noodles so spicy it brings tears, Samyang turned a once-marginalized Korean food company into a global FMCG brand with annual sales exceeding $1.3 billion, exports accounting for 77%, and profit margins surpassing 20%.
赵波Zhao Bo of New Distribution: In the Third Consumption Era, All Brands Must Be Rebuilt
Since the reform and opening-up in 1979, China's economy and society have undergone profound changes, with the evolution of the consumer market best reflecting the trajectory of progress. Using the Engel coefficient as a criterion, we can observe three major consumption eras: the first (1979-1998) was an era of scarcity, the second (1999-2018) was an era of abundance, and the third (from 2019) is an era of experience, where consumers prioritize emotional and spiritual satisfaction. Brands must therefore rebuild themselves around consumers' new 'jobs to be done' to remain relevant.
赵波New Distribution Zhao Bo: Giant Babies, Utopia, and the Polarized Age of Emotion
As we enter the third decade of the 21st century, developed societies are increasingly characterized by material abundance, full satisfaction of basic needs, and explosive growth in choice. However, this prosperity has not brought the expected stability and satisfaction; instead, new consumption patterns, cultural psychology, and social behaviors are quietly changing. The 'tittytainment' phenomenon—a cultural trend where social members actively pursue instant gratification, escapist entertainment, and emotional pleasure—is no longer a deliberate manipulation under some 'conspiracy theory,' but a natural product of the resonance between merchants and consumer needs.
赵波Zhao Bo of New Distribution: The Evolution of Order in the FMCG Industry from a Consumer Perspective
Zhao Bo, founder of New Distribution, discusses the evolution of the FMCG industry order from a consumer perspective, highlighting the shift from scarcity to abundance to experience economy, and the need for new quality supply to meet changing consumer demands.
赵波New Distribution Zhao Bo: From Scarcity to Abundance to Emotional Consumption, 40 Years of Change in Chinese Consumption
In 1978, the Engel coefficient for urban residents in China was 57.5%, and for rural residents it was as high as 67.7%, indicating that household consumption was primarily food-based. By 2020, the Engel coefficients for urban and rural residents had dropped to 29.2% and 32.7%, respectively, showing a shift in consumption structure from survival-oriented to development-oriented. As incomes rise, consumers not only purchase more goods but also demand higher quality, brand, and experience. This phase of consumption upgrade is particularly evident in the FMCG sector, where consumers are increasingly willing to pay a premium for high-quality, high-value-added products.
赵波Deepseek Reveals the Ten Major Dilemmas Facing Chinese Marketing
China's FMCG market is experiencing an unprecedented 'Song of Ice and Fire,' with supply-side expansion clashing against demand-side stagnation. As growth hits a decade low, brands face ten critical dilemmas, from supply glut and information overload to algorithmic control and cultural fragmentation, signaling a systemic crisis in the industry.
赵波New Distribution Zhao Bo: Customer 'Troubles' Are the Brand's Growth 'Map'
Customer needs are essentially the troubles users face. The article from the official account 'Liang Jiangjun' raises a question: if you were a furniture manufacturer wanting to develop a wardrobe, how would you do it? You might consult reports and surveys, and big data might tell you trends like Morandi colors or new Chinese style, but the data won't tell you the troubles your users are currently facing.
赵波Zhao Bo from New Distribution: Where Are the Incremental Opportunities in the Offline Market in 2025?
Recently, several friends from brand companies called me to discuss what opportunities remain in the market next year. I think this topic might interest many, so today I'd like to share my views on where the incremental market opportunities lie in 2025. From a macro perspective, the growth opportunities in 2025 certainly won't be in first-tier cities like Beijing, Shanghai, or Guangzhou. Breaking down the market, we can still find many structural opportunities. I've summarized these into four growth opportunities: microclimates within the macro environment, new consumption amid major downgrading, new business formats within major channels, and new efficiencies amid major cost reduction.
赵波Zhao Bo of New Distribution: In the Coming Lonely Society, Emotional Consumption Will See a Major Boom
Loneliness is a byproduct of modern society. A recent article on the WeChat public account 'Shidian Dushu' explored the lives of middle-aged women, noting that they have significantly reduced social activities, and that the time truly belonging to them is only late night. In Japan, about 21% of people feel lonely, with the highest proportion among women aged 20-39. This article argues that loneliness drives emotional consumption, which will see a major boom in the coming lonely society.
赵波New Distribution Zhao Bo: In an Affluent Society, Consumers Need Value-for-Money and Emotional Value
Scenario has become the first principle of marketing. Recently, the topic of scenario is hot in the marketing circle, with everyone saying that in a shrinking market, scenario is the only growth opportunity. Brand owners are thinking about how to stimulate more consumer spending within scenarios. I personally agree with this view. The topic I want to discuss today is: Why, after 40 years of marketing in China, has everyone suddenly started talking about scenarios in the past two years? Was scenario not important before? Yes, I want to tell you that in the past, scenario was really not important for brand owners. Why do I say that?
赵波New Distribution Zhao Bo: The Curtain Has Risen on China's Third Consumption Era
By examining the evolution of the first two consumption eras, we can discern historical patterns and gain insight into the unique characteristics of the third consumption era. This marks the beginning of a new era and a sign of a mature society, where people's behaviors and needs have undergone profound changes. The narrative aims to be straightforward and simple, drawing on Japanese consumption research perspectives, combining cases and data to paint a comprehensive picture for China's FMCG industry. The first consumption era (1979-1999) was a time of transition from scarcity to basic material satisfaction, beginning in 1979...
赵波China's Consumption Enters a Higher Stage of Development
This article discusses how consumer behavior in China is evolving into a higher stage of development, using Max Weber's four types of social action combined with Maslow's hierarchy of needs to analyze consumption preferences. It provides a framework for marketers to develop products and strategies that align with different consumer behavior types and need levels, emphasizing the importance of Engel's coefficient in understanding regional consumption patterns.
赵波How to Do FMCG Business During an Economic Downturn
This article discusses how to do business during an economic downturn and consumption downgrade. It concludes that while consumption downgrade exists, it's not about poverty but about consumers becoming more selective, seeking quality-to-price ratio and emotional value. The article advises brands to focus on either high-end or low-end markets, distributors to shift from price difference to service models, and retailers to provide multi-dimensional value.
赵波How FMCG Professionals Can Make the Most of AI (Part 2)
OpenAI's 12-day livestream, with its continuous surprises and the official launch of Sora today, has pushed the long-dormant AI buzz to a new high. Having used AI for nearly a year, the author shares recent tips and insights, highlighting two key feelings: mastery of new tools determines your future class, and AI is leveling the playing field by democratizing knowledge.
赵波New Distribution Zhao Bo: Only by Starting from Scenarios Can We See Today's Consumption Increment
People prefer saving over spending. Recent reports show that in the first half of 2024, Chinese residents' savings increased by 11.46 trillion yuan, with household savings up 9.27 trillion. The McKinsey 2024 China Consumer Survey highlights that predictable high-certainty expenditures suppress consumption. Three trends emerge: consumer confidence divergence, category spending divergence, and the need to focus on psychological needs in a saturated market.
赵波Zhao Bo of New Distribution: A Paradigm Shift in the Discourse Power of China's Commercial Circulation is Inevitable
This is the second article in Mr. Zhao Bo's series column 'China Commercial Circulation Revolution Series'. The series outlines four generations of retail models in China, from traditional mom-and-pop stores and wholesale markets to the current era of e-commerce and community group buying, and discusses the shift in supply chain dominance from brand owners to retailers and distributors.
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