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Articles by 何雯
Browse 37 New Distribution articles by 何雯.
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37 articles · Page 2 of 2
Spring Festival Gift Boxes Are No Longer Selling Well
Distributors are adopting a cautious approach to this year's Spring Festival gift box market, with many reducing stock and focusing on stable sales. Some manufacturers have proactively lowered sales targets and introduced more affordable products to adapt to changing consumer preferences.
何雯Benchmark FMCG Distributor: Treat Stores as Warehouses, Make POS the Core of All Sales!
In the offline trading sector, distributors of daily chemical products face the greatest challenges. Despite this, some outstanding distributors manage to break through. This article features Guo Xiaolin, GM of Nantong Jindihuang Trading Co., who has achieved annual sales of 300 million yuan through a multi-brand, multi-category, and strong-channel model, with a focus on POS-driven performance and innovative marketing.
何雯"Hold on for two more years; if it doesn't make money, I'll close the shop."
A few days ago, I walked into a small supermarket at the entrance of my residential community to buy a bottle of water. I noticed a thin layer of dust on the shelves and saw that the shelf life of the products was only half a year left. It was clear that sales were sluggish, and the salesperson hadn't visited to tidy the shelves for a long time. Seeing the sparse customers in the store, I chatted with the owner. The couple, trapped in their small shop with low foot traffic and thin profits, shared their struggles.
何雯An 80 Million Yuan Business, Half from Wholesale, Losing Direction
Recently, the author visited several distributors in a third-tier city and was particularly impressed by one who sells snack foods with annual sales of 80 million yuan, ranking among the top in the region. However, during the conversation, it was evident that the distributor lacked confidence in his business and was uncertain about future direction. Having expected a post-pandemic consumption boom, he instead faced a more pronounced trend of consumption downgrading, with consumers tightening their wallets. With annual sales of 80 million yuan, wholesale accounts for half of the business.
何雯Why Is It Hard for the Juice Category to Produce a 'Billion-Yuan Blockbuster'?
In the ready-to-drink market, juice seems to be gradually marginalized. Despite China's soft drink market reaching 909.2 billion yuan in 2023, juice accounts for only about 13.7%, and no 'billion-yuan blockbuster' has emerged. This is due to Chinese consumers' preference for fresh fruit, health concerns about sugar, and a fragmented competitive landscape, but opportunities exist in niche scenarios like fast food, weddings, offices, and children's products.
何雯Should Distributors Engage in Online Business?
A recent report by New Distribution, '2023-2024 China FMCG Distributor Operating Conditions Survey Report', revealed that among over 300 surveyed distributors, 60.3% operate purely offline, while 38.7% have integrated online and offline operations. Notably, 76.2% of large distributors with sales over 300 million yuan have adopted this integrated approach. Furthermore, 60.7% of integrated distributors met their sales targets, with an average achievement rate of 101.1%, outperforming single-channel distributors in both revenue and profit growth.
何雯FMCG frontline salespeople are anxious
“Business is tough now; upstream manufacturers' targets increase 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 distributor team, salespeople are not only the vanguard of sales but also direct observers of market dynamics, and their feelings directly reflect the market's temperature. This article will start from the perspective of distributor salespeople, go deep into the frontline, analyze the internal and external factors causing their anxiety, and restore the true face of the market.
何雯Dealers in Small Ponds Should Aim to Be 'Big Fish'
Recently, the author visited over twenty dealers across various markets, from first-tier to county-level, covering categories like snacks, condiments, and beverages. A clear observation emerged: the era of aggressive expansion is over, and competition for markets, channels, and customers has intensified. This article shares insights from these visits, highlighting the distinct challenges faced by dealers in large cities versus small towns, and offering strategies for survival and growth in a shrinking market.
何雯From Store Buyer to Distributor: Focusing on Instant Retail, How Did He Achieve Annual Sales of Over 200 Million?
“In the next five years, the only channel that can maintain growth in a shrinking market is instant retail,” a view shared by Zhao Bo, founder of New Distribution, during a recent market visit. Driven by the new retail wave, platform-based home delivery models like JD Daojia and Pupu Supermarket have emerged alongside traditional FMCG channels, while traditional supermarkets such as Walmart, Yonghui, and RT-Mart are also embracing instant retail by digitalizing local stores. Previously, distributors had weak participation in new retail channels, with most managed directly by manufacturers, but instant retail, as part of localized business, offers new opportunities for distributors.
何雯Distributor of Master Kong, Lay's, etc., Launches 'Hard Discount Zone' with Retail Stores: How Does He Respond to the Impact of Snack Stores?
In a recent market survey, distributors commonly reported that business is tough. However, in Shandong, we met Ma Xianqiang, founder of Rizhao Youguan Trading, who remains optimistic. Starting as a distributor in 2014, he now represents over 50 brands including Master Kong and Lay's, covering 1,500+ outlets with nearly 60 million yuan in sales. His strategies include focusing on niche products, empowering stores, and launching a '9.9 yuan hard discount zone' to counter the rise of snack discount stores.
何雯“In the First Year of Entrepreneurship, We Only Treated Ourselves to Dumplings at Year-End” — How Did This Distributor Achieve 70 Million in Three Years After Restarting?
Recently, during market research visits in Shandong and Anhui, many distributors reported that business is tough, especially in lower-tier markets, with many being eliminated or forced to downsize. Against this backdrop, Weifang Beibei Le Food Co., Ltd. not only survived but thrived, maintaining 20% annual growth. General Manager Sun Xiaojing, who has been in the trading business for 17 years, restarted her business in 2021, focusing on snacks, baking, internet-famous and fresh-box foods, and has achieved sales exceeding 70 million yuan.
何雯Is the Condiment Industry Really Stagnating?
Recent Q3 financial reports from major listed companies show that half of the top ten condiment companies experienced declines in both revenue and net profit. However, industry experts argue that high inventory levels and performance declines do not necessarily indicate a stagnant market, as the overall condiment market remains stable and is evolving towards healthier, zero-additive trends.
何雯The Salt-Reduction Trend in Condiments: Opportunities and Challenges Coexist!
The global health awakening has heightened consumer awareness, driving the condiment industry to innovate with reduced-salt products. While competition intensifies among leading brands, opportunities abound for those that balance taste with health and nutrition.
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