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Articles by 赵波
Browse 345 New Distribution articles by 赵波.
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345 articles · Page 8 of 15
Marketing Professionals Who Don't Learn Are Only Three Months Away from Elimination
The article discusses how the U.S. Navy's shift to 'minimal manning' on Littoral Combat Ships reflects a broader trend toward 'generalist' talent, where automation and rapid change make specialized skills obsolete. It argues that marketing professionals in the FMCG industry must embrace lifelong learning and adaptability to avoid being eliminated, as their current roles may soon disappear.
赵波Why Do All Brand Owners Want to Jump into the Pit of Self-Built B2B?
Recently, the news of Mengniu acquiring Huidanxia was denied, but it sparked industry-wide discussion. Many brand owners are building their own B2B platforms, but the author argues this may be a pitfall due to low single-store penetration, misaligned needs, and difficulty attracting other brands. Instead, brands should focus on digitizing their distribution networks.
赵波Where Are Distributors Headed in the Next Decade?
Distributors are facing tough times, and many are asking whether their business can survive and where the industry is heading. This article analyzes the changes in the FMCG industry over the past five years, the different challenges in high-tier and low-tier markets, and the shifts in retail environment, offering insights into future directions for distributors.
赵波When You Can't Be the Leader or Break Through 10 Million, How Should Small Distributors Survive?
Chinese FMCG distributors often struggle to scale up into regional supply chain companies, especially those handling categories requiring deep distribution. Geographic limitations, capital intensity, and category dynamics cap their growth, with few exceeding 10-15 million in annual sales. This article analyzes the common traits of mainstream distributors and offers strategies on market positioning, category selection, channel expansion, and talent management to break through growth ceilings.
赵波Brand Communication Is Getting Harder and Harder!
The article discusses the challenges of brand communication in the era of information overload and the shift from the positioning theory era to the information equality era. It argues that traditional methods like big media are no longer effective, and brands must create topics and leverage key nodes for dissemination, while also upholding universal values to build positive word-of-mouth.
赵波Why Have Chinese Distributors Become Appendages of Brand Owners?
This article explores why American distributors evolved into supply chain companies while Chinese distributors became appendages of brand owners, attributing the divergence to China's rapid economic growth and the adoption of deep distribution models that prioritize brand control over distributor scale.
赵波Deep Distribution Loses Growth Momentum: How FMCG Brands Plan Growth for the Next Decade
Deep distribution efficiency has failed. With 5.2 million mom-and-pop stores in China, the market is highly fragmented and multi-tiered. The essence of the deep distribution system that supported FMCG growth for decades was mass production, mass communication, and mass distribution, driven by efficiency. However, this model is now failing due to high costs, single-channel coverage, and the rise of new retail. Brands like P&G have seen revenue declines, and the traditional HBG theory (big brand, big media, big channel) is no longer effective. The article discusses the need to restructure distribution models, focusing on digitalization, integrated online-offline supply chains, and organizational changes to adapt to future growth.
赵波Does the Shutdown of Several Platforms Mean FMCG B2B Is Over?
The digitalization of FMCG distribution channels is a long and complex process, with constant entries and exits. While some companies securing financing doesn't guarantee B2B success, neither does the failure of some companies mean the entire B2B industry has collapsed. This article primarily discusses the operational issues faced by self-operated B2B platforms, analyzing the current challenges and future trends.
赵波Winning Over Group Leaders Is Not the Way Forward for Community Group Buying!
Community group buying is essentially a wholesale-plus-retail model, where each group leader acts as a 'small shop owner.' Can group leaders be retained through persuasion? All community group buying platforms try hard to win over group leaders because user assets are in their hands. However, as buyers for community residents, group leaders focus more on providing quality products to their customers. This leads to two issues: if a group leader operates well, they negotiate with the platform; and as competitors enter and poach, loyalty drops. The real competition lies in product, service, and supply chain efficiency.
赵波Will There Be Another 10-Billion-Yuan National Brand in the FMCG Industry in the Next 5 Years?
In recent years, the FMCG industry has rarely seen the emergence of 10-billion-yuan single products or innovative brands surpassing 10 billion in sales, prompting us to consider why, despite consumption upgrades and retail innovation, there are few phenomenal hits. In the past, building a brand was relatively easy: with good product quality, clear differentiation, centralized media promotion, and large-scale distribution, a brand could establish consumer recognition. Essentially, whoever had the largest production capacity, the ability to advertise on centralized media like CCTV, and the capability for low-cost, large-scale rapid distribution would become the industry leader.
赵波Is FMCG B2B Really at a Dead End?
Distributors will not disappear, but a large portion of them will be eliminated. Recently, many FMCG B2B companies have been hit by negative news, with platforms like Zhanghe Tianxia and Huidanxia shutting down, and according to incomplete statistics from New Distribution, 69 B2B platforms ceased operations nationwide in 2018 alone.
赵波Dealers' New Business Model: Private Domain Traffic E-commerce
Dealers can leverage their existing resources to convert public traffic from three spaces into their own private domain traffic. The three spaces are offline, online, and social, each with distinct characteristics. By aggregating scattered traffic through promotions and building private traffic pools, dealers can enhance user engagement and drive e-commerce sales.
赵波In the Era of Consumer Sovereignty, Don't Let Traditional Organizational Structures Ruin Your Business
From product-centric to channel-centric, and now with the rise of consumer sovereignty, the organizational structures, functions, and positioning of enterprises are bound to undergo significant changes. This article discusses the drawbacks of traditional organizational structures, the need for change driven by market shifts, and how companies can survive in a complex environment by adopting empowering, network-based structures.
赵波JD New Channel's Zheng Hongyan: More Open and Intelligent in 2019, Achieving Boundaryless Win-Win with Channel Partners!
At the 'Boundaryless Retail Industry Summit' co-hosted by JD New Channel and New Distribution on March 18, 2019, JD Group Vice President and President of JD Retail Group's New Channel Business Unit, Zheng Hongyan, announced that JD New Channel would fully transition from its 2018 trial phase to the 2019 practice phase, building a full-chain B2B2C platform that is more open and intelligent. This also confirms that FMCG B2B, from its inception in 2013 to 2018, after five years of expansion, model iteration, and strategy exploration, has officially entered a stage of deep, refined operations.
赵波Exclusive | New Distribution Releases the 2018-2019 FMCG B2B Industry Trend Report
On March 18, the "Boundless Commerce, Same Heart" JD New Channel and New Distribution co-hosted industry summit was held in Chengdu. The following is the speech by Zhao Bo, founder of New Distribution, presenting the 2018-2019 FMCG B2B Industry Trend Report, compiled by New Distribution for readers.
赵波New Distribution Exclusive Release: 2018-2019 FMCG Retail Small Store B2B Competitiveness Report
The 5th FMCG + Internet Conference, hosted by New Distribution, was grandly held on March 16 at Chengdu Longemont Hotel, attracting thousands of industry professionals including distributors, manufacturers, and internet companies from across the country. The main forum began at 9:00 AM, and the following is the speech delivered by Zhao Bo, founder of New Distribution, organized for readers. The report, based on data from 4,487 stores across 41 cities and 22 provinces from August to December 2018, reveals key insights into the B2B landscape for small retail stores.
赵波Mass Users Disappear, Channels Fragment: What Is the Underlying Logic of Traffic in New Marketing?
With the total time consumers spend online remaining constant, traffic follows user attention. As mobile internet penetration saturates, the overall traffic dividend has ended, shifting competition from incremental to existing traffic. The article categorizes traffic into cognitive and transactional types, and into offline, online, and social modes, arguing that brands must integrate all three across the entire network and time periods to convert attention into transactions.
赵波From U.S. Supply Chain Transformation to China's B2B Development Path
China's FMCG B2B sector has evolved over six years, with market education largely complete but profitability still elusive. By studying U.S. supply chain giants like Sysco and McLane, this article identifies key strategies—regional focus, M&A, and multi-category operations—that Chinese B2B firms must adopt to achieve profitability.
赵波Is Community Group Buying a Reliable Opportunity for Distributors?
In the second half of 2018, community group buying emerged as a hot new trend in China's e-commerce sector, attracting many distributors to consider entering this field. However, the question remains whether this is an opportunity or a trap for distributors, given the low entry barriers but high competitive barriers.
赵波The Origin of New Marketing: The Way Enterprises Connect with Customers Is Undergoing a Dramatic Change!
This article discusses the shift from traditional to new marketing in China's FMCG market, driven by internet and changing consumer behaviors. It highlights the need for new connection methods between enterprises and customers, emphasizing integrated online-offline strategies and the importance of customer interaction chains.
赵波New Distribution Zhao Bo: Channel Transformation in the Next Decade: Intermediaries Remain, but Most Distributors Will Disappear!
At the '2019 New Year Marketing Course' co-hosted by New Distribution and Teacher Liu's Forum on January 12-13, Zhao Bo, founder of New Distribution, delivered a keynote speech titled 'Speculations on New Marketing and New Channel Digital Transformation in the FMCG Industry.' This article compiles his insights on channel transformation. Key points: 1. No existing distributor function is irreplaceable; 2. Distributors have only existed in China for about 30 years; 3. Retail scenarios are increasingly fragmented and diverse, but distributors lack basic digital service capabilities; 4. Visibility, online presence, routing, agility, rapid response, and financialization are the basic requirements for the new supply chain in the new retail era.
赵波Zhao Bo from New Distribution: Four Key Words for Mastering New Marketing
At the 2019 New Year Marketing Course co-hosted by New Distribution and Teacher Liu's Forum on January 22-23, Zhao Bo, founder of New Distribution, delivered a keynote speech titled 'New Marketing and Digital Transformation of Channels in the FMCG Industry.' He shared insights on new marketing, emphasizing that the world is fragmenting, and businesses must embrace non-consensus ideas, adapt to fragmented information dissemination, and build a comprehensive marketing system through data to seize the dividends of the era.
赵波Traditional Marketing vs. New Marketing: Where Lies the New Underlying Logic?
The article contrasts traditional and new marketing, highlighting shifts in traffic logic, rising communication costs with declining efficiency, and market fragmentation. It outlines four transformations (product, marketing, channel, organization) and four stages (perception, delight, reach, service) for adapting to the new marketing era.
赵波Deep Distribution Fails, Advertising Ineffective: How Can Brand Owners Build a New Marketing Operations System in the Post-Deep Distribution Era?
The Chinese market is vast and deep. Before the internet, brand owners used a model of large single products, mass production, extensive channels, and retail to reach consumers. However, as market growth slows and consumer behavior changes, the traditional deep distribution model is failing, prompting the need for a new marketing system that combines deep distribution with precision distribution.
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