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Articles by 何雯
Browse 37 New Distribution articles by 何雯.
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37 articles · Page 1 of 2
Content Makes Waves, Channels Catch Them: Pepsi's "Alive" Closed-Loop Sales Activation
On a late-night subway after overtime, a lyric from "Alive" by Pepsi, Ashin of Mayday, and Jackson Wang stirs emotions, sparking a viral trend that extends beyond social media to drive offline sales. By embedding music-driven desire into products and campaigns, Pepsi creates a closed loop from content heat to channel sales, offering a fresh purchasing reason for young consumers.
何雯Which Factories Actually Supply Sam's Club, Hema, Pangdonglai, Aldi, Ele.me, and Walmart?
In the past two years, the hottest topics in retail have been Sam's Club, Hema, Aldi, and Pangdonglai. Everyone is asking why they succeed, but one question remains unanswered: who supplies the products on their shelves? The factories that truly make the products, cut costs, and maintain quality almost never appear in the spotlight.
何雯Why ALDI Plans to Add 50 New Stores in 2026
On March 21, ALDI opened two stores in Zhenjiang, Jiangsu, and one in Minhang, Shanghai, bringing its total store count in China to over 100. Five days later, at its first China partner conference in Suzhou, CEO Chen Jia announced plans to add more than 50 new stores in 2026, expanding both in existing markets and into new provinces like Zhejiang and Anhui.
何雯Distributors Keep Doubling Down! Why Has JDB's Fortune God Can Become the Hard Currency of the Year of the Horse CNY?
As the final battle for annual sales in the FMCG industry, CNY not only determines a perfect end to the past year but also the top priority for manufacturers to achieve a good start in the new year. Now that the Spring Festival season has just concluded, the answers are already written in distributors' performance reviews. "Everyone says business is tough this year, but if you follow the right brand, you can still have a prosperous year," lamented a distributor surnamed Liu from the Guangdong region. And the brand Liu refers to as "right" has a vivid example in this year's Spring Festival marketing battlefield. In exchanges with multiple distributors, New Distribution found that...
何雯“In the past two years, everyone has wanted to bypass distributors.”
Distributors are feeling increasingly squeezed as brands, retailers, and platforms seek to bypass them. To survive, they must transform from cost centers into value providers by controlling terminals, moving into retail, or becoming system service providers.
何雯Yonghui Superstores Expects 2025 Net Loss of 2.14 Billion Yuan: The Painful 'Pangdonglai-style' Transformation
On January 20, Yonghui Superstores issued a profit warning for 2025, projecting a net loss attributable to shareholders of 2.14 billion yuan, widening from a loss of 1.47 billion yuan in the prior year. The company also expects a net loss after excluding non-recurring gains and losses of 2.94 billion yuan, compared with a loss of 2.41 billion yuan in 2024. The 2.14 billion yuan loss is a stark figure that has dampened enthusiasm for the Pangdonglai model and exposed the underlying challenges of Yonghui's transformation.
何雯From Hit Product to Benchmark: Damowang and Liubiju Strategic Upgrade, Ten-Year Pact Defines China's Authentic Sesame Sauce Konjac Tripe
In today's FMCG market, competition is fierce, and while many products seem promising, few truly achieve distribution, fast turnover, and lasting vitality. New Distribution has noticed a product that broke through the market's limitations: Yanjin Shop Damowang Sesame Sauce Konjac Tripe, which became a phenomenon in the konjac snack category through category innovation and authentic flavor.
何雯From 'Spills on Opening' to the Code of Premium Quality: Kunlun Mountain Mineral Water Ignites a Nationwide Experiment Craze
UGC is the gold standard for testing product sell-through, and consumers are the best spokespersons. This view, shared by marketing expert Fang Gang at the 7th China FMCG Conference hosted by New Distribution, resonated with the audience. Kunlun Mountain Mineral Water's recent innovative marketing campaign is a vivid example. Facing consumer complaints like 'It spills every time I open it!' and 'Why is Kunlun Mountain Mineral Water so full?', the brand did not shy away but instead launched a challenge and scientific experiments, turning a small issue into a symbol of premium quality and driving both brand awareness and sales.
何雯Inventory Overhang, Shrinking Profits: Distributors Must Abandon the Extensive Approach or Risk Being Replaced!
Distributors are facing tough market conditions with stagnant sales, mounting inventory, and shrinking profits. The traditional business logic is failing, but opportunities still exist for those who adopt refined management, explore new channels, and collaborate closely with brands.
何雯FMCG frontline salespeople are anxious
“Business is tough now; upstream manufacturers increase targets year by year, but downstream customers can't move goods. I don't know how long this consumption situation will last!” Last week, the author followed several FMCG salespeople on field visits to dozens of terminal stores, and on the way, salesperson Sister Liu lamented this. In the dealer team, salespeople are not only the vanguard of sales but also direct observers of market dynamics; their feelings directly reflect market conditions. This article will take the perspective of dealer salespeople, go deep into the frontline, analyze the internal and external factors causing their anxiety, and reveal the true state of the market.
何雯The Distributor Business That Can't Be Transferred
A second-generation distributor says, "For a business with 60 million in sales, I'd hand it over for 2 million." Many distributors find that despite apparent profits, most money is tied up in warehouse stock. They want to exit but can't find buyers, and lack motivation to continue. This article explores why the distributor business has become so challenging.
何雯"Hold on for two more years; if it really doesn't make money, I'll close the shop."
A small supermarket owner and his wife are struggling with declining foot traffic and profits, facing competition from convenience stores and snack shops. Distributors are also affected, but some are finding success by deeply integrating with small stores and offering category management and operational support.
何雯The Unchanging Distributor Is Being Eliminated
Distributors are facing a market that no longer feels directional, as traditional channels shrink and new ones rise. The old model of moving goods from brands to stores is failing, and distributors must adapt by mastering new channels, data-driven product selection, and agile supply chains to survive.
何雯Wholesale Markets: A Decline
“Do you know how hard it was to get this shop five years ago? I paid 80,000 yuan just as a deposit, and if you were late, you missed out,” dealer Mr. Li told the author. This is a nationally renowned wholesale market that was once bustling with shops in high demand, but now many shops are closed, even on the main ground-floor aisle. The market manager called to persuade him to lease an adjacent vacant shop, saying “the price is negotiable, we can give you a discount,” but after thinking it over for days, Mr. Li declined: “In business now, you have to be steady.”
何雯“Tiered Pay, Delegated Authority, Shared Profits”: A Distributor Who Understands Management Achieves 60% Growth in 4 Years, with Annual Sales of 150 Million
In the face of fragmented channels and increasingly discerning consumers, many distributors find traditional methods ineffective. However, Luo Jun, general manager of Chongqing Kelixue Trading, has achieved sustained growth by integrating resources, implementing differentiated compensation systems, and adopting consumer-oriented product selection, growing annual sales to 150 million yuan with a 60% growth rate.
何雯Sales Break 1 Billion in First Year on Market: Distributors Say Yuanqi Forest's Hao Zizai's Biggest Challenge Isn't Sell-Through, It's Stockouts
Distributors repeatedly cite the difficulty of finding products with long-term potential as a key pain point, with only 12% of new beverage products surviving. However, Yuanqi Forest's Hao Zizai brand, launched in 2023, has achieved national sales leadership in the 2024 Chinese-style health beverage category, according to Euromonitor International, and distributors highlight its stable sell-through, multi-scenario appeal, and clear growth trajectory as reasons for their confidence.
何雯“Can't Recruit, Can't Manage, Can't Retain”: 90% of Distributors Lack Talent
Distributors commonly face talent shortages, making it hard to recruit, manage, and retain employees. Successful cases show that clear compensation, defined roles, growth paths, and a sense of belonging are key to building a stable team.
何雯Revenue 26.9 Billion, Net Profit 6.3 Billion: Haitian Weiye's Performance Rebounds
Last night, Haitian Weiye, the leading condiment company known as 'Sauce Maotai', released its 2024 annual report, showing growth in both revenue and net profit, marking a return to growth. Revenue reached 26.901 billion yuan, up 9.53% year-on-year; net profit attributable to shareholders was 6.344 billion yuan, up 12.75%.
何雯Want Want High-Calcium Pure Milk Ignites Spring Sugar Fair: How Golden Ratio and Scenario Coverage Reshape the Children's Dairy Track?
Chinese children are far from drinking enough milk. According to the "2020 Blue Book on Healthy Diets for Chinese Children," the average dairy intake of children aged 3-6 is only 67.74ml, with an insufficiency rate as high as 97%. This demand gap has driven the children's milk market to grow from 28.4 billion yuan in 2019 to 37.2 billion yuan in 2023, with a projected CAGR of 5.6% over the next five years. Want Want has seized this opportunity with its high-calcium pure milk in a 125ml portable pack, featuring a golden ratio of 4.8g milk protein and 150mg natural calcium, and scenario-based packaging, making it a standout at the 2025 Chengdu Spring Sugar Fair.
何雯Revenue 15.839 Billion Yuan, Net Profit 3.327 Billion Yuan: 2024 Eastroc Beverage Performance 'Explodes'!
Eastroc Beverage's 2024 annual report shows revenue of 15.839 billion yuan, up 40.63% year-on-year, and net profit of 3.327 billion yuan, up 63.09%, marking seven consecutive years of significant profit growth. The company's electrolyte beverage revenue surged 280.37% to nearly 1.5 billion yuan, while its distribution network expanded to nearly 4 million active terminals.
何雯“When Many Want to Eliminate Distributors, It's Exactly When We Should Evolve”
Over the past year, the author visited more than 20 cities and had in-depth exchanges with dozens of distributors, all of which indicate that the traditional distribution system is undergoing the pain of value reconstruction. Industry reshuffling and accelerated changes, coupled with economic uncertainty, consumption downgrading, channel fragmentation, and the impact of new retail models, have brought unprecedented challenges to distributors, the core link in the traditional supply chain. Declining product gross margins, falling per-store sales, rising operating costs, inventory backlogs, and the impact of emerging channels are all pressuring traditional distributors.
何雯JDB's 2024 Performance Exceeds Expectations: Breaking into the Ready-to-Drink Market, Moving Towards High-Quality Development
In 2024, the FMCG industry faced significant challenges, with over half of 121 listed FMCG companies reporting unsatisfactory performance in the first three quarters. Despite this, JDB achieved better-than-expected results, marking six consecutive years of substantial profitability and maintaining high-quality development, with plans for double-digit profit growth in 2025.
何雯The Distributor Business That Can't Be Transferred
A second-generation distributor said, "For a business with 60 million in sales, I'd hand it over for 2 million." Many distributors find that despite profitable books, most money is tied up in warehouse stock. They want to exit but can't find buyers, and lack motivation to continue. This reflects the industry's struggle with shrinking profits and market changes.
何雯Distributor Cross-Category Operation: 6 Warehouses, Deep Terminal Coverage, 10+ Finance Staff, Thorough Category Mastery, Annual Sales of 150 Million
In the face of a challenging market, distributor Li Fen of Xuzhou Runzhong Yigou Supply Chain Management Co., Ltd. has achieved annual sales of 150 million yuan by focusing on categories, directly controlling terminals, and leveraging data-driven management. Her strategies include standardizing terminal operations, optimizing logistics through outsourcing, and developing customized products to capture growth in new channels.
何雯