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Articles by 田静
Browse 66 New Distribution articles by 田静.
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Solidifying Channels and Holding the Market, Genki Forest Is Growing into a Forest
Genki Forest's official WeChat account describes itself as 'from a seed to a forest.' Indeed, born in 2016, Genki is striding forward from a seed to a forest, and industry evaluations are becoming more favorable: Genki Forest is one of the few new consumer brands that has successfully transitioned from online to offline, solidified its channels, and held its market. The company has done two things right: it proposed the slogan 'reduce costs, increase efficiency, all in on sales,' unprecedentedly valuing distributors and co-building the market with them; and it continues to innovate in category dividends...
田静Bestore Slashes Prices Drastically! Is High-End Strategy Dead?
The leisure snack industry has been hit again. On November 30, Bestore announced its largest price cut in 17 years, with member prices on over 300 products in stores averaging a 22% reduction and a maximum cut of 45%, focusing on snacks with optimized costs without compromising quality and high repurchase rates. Shortly before, leading bulk snack retailer Snackbusy merged with Zhao Yiming Snacks. In November, both retail and brand sides of the industry made major adjustments, with Three Squirrels having already adjusted earlier, while Baicaowei said it would not follow suit for now.
田静Hard Discount: Selling Products at Low Prices vs. Selling Products Cheaply?
The topic of snack discount stores is hotly debated, with rapid growth and controversy. New Distribution predicts that by the end of 2023, there will be 22,000-25,000 snack discount stores in China, with sales reaching 70-80 billion yuan, a tenfold increase in three years. The article distinguishes between two business logics: selling cheap products (low-price selling) and selling quality products at low prices (product-led low pricing), arguing that the latter, which focuses on supply chain efficiency and quality, is the sustainable model.
田静What Industry Trends Does This International Food & Beverage Event Reveal?
2023 is a year of recovery for the consumer goods market. As the industry enters a 'new world' characterized by quality and health, the 26th FHC Shanghai Global Food Trade Show highlighted key trends including the home-use of pre-made dishes, new consumption scenarios, high-quality and healthy products, and a resurgence in the cold chain equipment sector.
田静Leveraging Sports Marketing: How ChouBao Luosifen Boosts Product Sell-Through
What makes a good product? This is a question many distributors ponder. New Distribution observes that while hundreds of thousands of FMCG products launch annually, few survive market tests. Today's market demands more than shelf presence; it requires strong sell-through power. ChouBao Luosifen, through sports marketing collaborations like with People's Sports, enhances product appeal via distinctive packaging, gold medal prizes, and emotional connections, activating broader consumer groups and establishing a 'scenario' sell-through model.
田静C'estbon as the Official Drinking Water of the Chinese National Team: What Does It Mean in the Channel?
Recently, New Distribution visited a distributor in Guangzhou, where trucks were constantly coming and going, and dozens of employees were busy loading and unloading goods. The distributor said that among the over 1,000 mom-and-pop stores he serves, C'estbon is the best-selling drinking water brand, with consistent growth year after year. Why C'estbon? New Distribution observed that C'estbon has frequently appeared at various competitions of national team athletes in recent years, and through long-term support of the Chinese national team, it has continuously shaped the joint brand image of 'Chinese National Team × C'estbon'. This year, C'estbon updated its brand proposition to 'Official Drinking Water of the Chinese National Team'.
田静Economic Downturn: Distributors in a Panic
The era dividend has disappeared, but structural opportunities still exist. As consumption patterns are reshaped and channel structures are reconstructed, distributors face internal and external pressures, yet those who adapt can still find growth.
田静Aspartame in Another 'Cancer Scare': Will It Be Abandoned?
The article discusses the recent WHO/IARC assessment on aspartame, which classified it as 'possibly carcinogenic to humans' while reaffirming the acceptable daily intake. It analyzes the risks and benefits of aspartame, the competitive dynamics in the sweetener market, and whether aspartame will be replaced, concluding that while consumer awareness is rising, aspartame's cost and taste advantages may keep it in use for now.
田静Opening 2-3 Stores a Week: An In-Depth Look at Shijiazhuang's Community Retail Benchmark Case
In 2022, Keke Select became one of the few cases of counter-cyclical growth during the pandemic. In 2023, it again became a rare case of dual growth in both store count and sales in the community retail sector. After two years of exploration, from a single-point group buying model to a group buying + convenience + discount model, Keke Select has continuously iterated and reversed its fortunes, forging a new integrated model under new retail.
田静MissFresh's Lesson, Dingdong's Guide
Dingdong Maicai is transforming from a fresh e-commerce company into a food company. After MissFresh's collapse, Dingdong has been closing unprofitable cities and focusing on prepared dishes to achieve profitability.
田静Leyuan: Building Channel Brand Power with User-Centrism
China's FMCG industry is entering a new era, and Leyuan Company, on its 25th anniversary, is implementing a user-centric strategy across its three brands to capture growth in the juice market.
田静A Traditional Distributor Discovers a 'New Gold Mine,' Sales Grow by 20 Million in 2022!
In 2022, despite the challenges of the pandemic, Chen Yongle, founder of Changle Hongcheng Trading Co., Ltd., achieved over 100 million yuan in sales by focusing on 'heart-centered' business, developing new channels like associations and rural banquets, and driving sales of a long-dormant product.
田静“Beyond Self, Break Limits”, Red Bull Vitamin Taurine Drink Becomes Official Partner of World Snooker Events
As consumer groups expand and new consumption scenarios emerge, the energy drink market is expected to remain highly prosperous. Red Bull Vitamin Taurine Drink has become the official partner of the 2022/23 World Snooker Tour, leveraging the spirit of sports to enhance brand awareness and drive market growth.
田静One Week After the Pandemic: Has FMCG Business Recovered? Latest Survey from Eight Regions on December 8
If we cannot eliminate it, we must learn to coexist. It is time to return to new growth! As 2022 draws to a close, the nation has finally embraced long-awaited 'freedom.' Following the release of the 'New Ten Measures' optimizing COVID-19 prevention policies, New Distribution connected with eight FMCG companies across the country to see how they are adjusting and planning for the upcoming Spring Festival.
田静The Road to 'Addiction Recovery' for the Billion-Yuan Betel Nut Industry
From a massive billion-yuan industry to a 'sales restriction' ultimatum, the small betel nut is experiencing unprecedented turmoil. On September 10, 36-year-old singer Fu Song passed away from oral cancer, having repeatedly stated that his illness was caused by chewing betel nuts and warning netizens to 'stay away from betel nuts.' This incident once topped Weibo's hot search. It is this event that has pushed betel nuts back into the spotlight. Indeed, behind the billion-yuan output value, betel nuts are beginning to 'quit addiction' amid controversy.
田静The Frequently Mentioned Douyin Omni-Interest E-commerce: What's the Playbook?
In an interview, Yi Xing used Man Xiao Bao as an example to illustrate the transition from interest-based e-commerce to shelf e-commerce. The process involves brand exposure, influencer seeding, livestream conversion, and finally transitioning to shelf e-commerce.
田静The New E-commerce Ecosystem: Should Distributors Enter Douyin E-commerce?
Recently, many distributors have asked New Distribution whether they should enter Douyin e-commerce live streaming and invest in short videos. Amid repeated pandemic outbreaks and sluggish business, they wonder if they should seek online growth. This article explores the phenomenon and trend of e-commerce migration, the logic of interest-based e-commerce, and provides insights on product selection and scenario development, based on an interview with Gu Xiangshuai, head of brand e-commerce at Mingzhi Huatong.
田静MissFresh Suddenly Announces Team Dissolution: Is the Front-Warehouse Model Still Viable?
MissFresh users discovered a service change notice on its homepage, shifting from 30-minute delivery to next-day delivery. The company stated it adjusted its front-warehouse business to achieve profitability, but later it was learned that MissFresh suddenly announced team dissolution, with all business lines shut down and employee social security and housing fund contributions ending in July.
田静6 Months, 15 New Stores: Why Is Community-based New Retail at Your Doorstep Promising?
Community business models, which provide daily consumer goods and home services within a 1-2 km radius, represent a huge opportunity, especially amid the pandemic. Li Bin, founder of Keke Select Community Retail, has opened 15 community group-buy convenience stores in six months by optimizing product mix, supply chain, and consumer radius, blending the strengths of community group buying and retail.
田静Where Will Business Growth Come From in 2022?
Amid repeated pandemic disruptions, FMCG companies and distributors face a slow market, yet some achieve counter-trend growth by seizing opportunities in crisis. This article shares four distributor cases and announces the 2022 China FMCG Channel Innovation Conference themed 'Seize the Opportunity, Stabilize the Market'.
田静Is There Still a Business to Be Done in Community Group Buying?
Community group buying has always been controversial. Some describe its development over the past two years as a 'roller coaster,' with dramatic ups and downs. Currently, many believe that 'Xingsheng is declining, Chengxin has collapsed, Duoduo is shrinking, Meituan is struggling, and Shihuituan can no longer open groups.' But is this really the case? Are there still opportunities for brands and suppliers in this track? In our 'Growth Amid the Pandemic' live series, we invited an outstanding distributor—Chen Xin, CEO of Maichun E-commerce—who achieved 200% year-on-year growth this year despite the pandemic's uncertainties.
田静JDB Herbal Tea Season: Starting by Winning Over the New Generation
Marketing methods in today's market are undergoing fundamental changes. With the rise of the digital economy, the FMCG industry is shifting from an era of 'traditional media + limited shelves' to one of 'streaming media + unlimited shelves', transferring choice sovereignty from being product- or brand-centric to being user-centric. How to be user-centric? It requires not only good products that meet consumers' physiological and functional needs, but also making users feel brand value through 'value perception'. For example, JDB's brand positioning is the classic slogan 'Fear of getting heaty? Drink JDB.'
田静From Doubendou's Growth Trajectory: How Distributors Should Choose Products
In the food and beverage industry, distributors often worry about the fleeting nature of many internet-famous brands, which may disappear after a short period of popularity due to inconsistent quality and unreliable supply. Therefore, distributors must learn to be selective, and the key is to establish a screening mechanism for information sources. Taking Doubendou as an example, this article explores the standards distributors should use when selecting products and whether the soy milk market is worth entering.
田静Three Squirrels: Walking a Difficult but Right Path
Three Squirrels has long faced growth challenges. In 2021, it achieved revenue of 9.77 billion yuan and net profit of 411 million yuan, up 36.43% year-on-year. However, in Q1 2022, revenue fell 15.85% to 3.089 billion yuan, and net profit dropped sharply. The company has announced a strategic transformation from e-commerce to omni-channel and from single brand to multi-brand, focusing on offline distribution and closing underperforming stores.
田静