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Articles by 陈文石
Browse 12 New Distribution articles by 陈文石.
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Debate: The Blame for Difficult Business Must Not Be Simply Placed on Office Staff
When 'business is hard' becomes a collective sigh, the article argues that a large part of the reason frontline performance is lagging is that headquarters and functional staff, under the guise of 'refined management,' have hijacked salespeople's time and enthusiasm with endless forms, meetings, assessments, and reports. While this resonates widely, the article contends that blaming office staff is simplistic and misses the root cause, which lies not in the office but in the 'rostrum'—the top leadership whose outdated logic and lack of trust drive over-management, ultimately harming business.
陈文石Shan Hai Xian Hits the Market: Using Natural Umami to Open a Second Growth Curve for Condiment Distributors
Condiment distributors are facing a growth dilemma: from 'goods not moving' to 'category dead ends.' In the long boom cycle of China's condiment industry, distributors were once the luckiest group, riding the wave of MSG, chicken essence, soy sauce, and compound seasonings. But today, the industry has entered a stage of stock competition, and distributors face the triple dilemma of 'too much inventory, too thin profits, and indifferent consumers.' Especially in the umami-enhancing track, products like MSG, chicken essence, and yeast extract can no longer meet consumers' rising expectations. Distributors are trapped in a structural dilemma: 'It's not that we can't sell, but that there's nothing worth selling.' The launch of Shan Hai Xian (Mountain and Sea Fresh) appears at this moment, offering a new direction that can continue channel experience and regain profit thickness.
陈文石“Buy with Confidence, Delivered Instantly”: Meituan Flash Purchase's Authenticity Guarantee Ignites Baijiu Instant Retail
Amid industry turbulence, instant retail has become a must-do for baijiu brands. Meituan Flash Purchase, in collaboration with top baijiu brands, has launched the industry's first full-chain authenticity guarantee system, addressing long-standing issues of counterfeits and channel opacity. This initiative, combined with 30-minute delivery, is reshaping consumer trust and driving a structural revolution in the baijiu market.
陈文石Cutting Off Distributors Below 3 Million: Is Wahaha Wrong? The Life-and-Death Game of FMCG Under the Efficiency Revolution
This is not an isolated case but a sweeping industry-wide circulation integration. Recently, Wahaha's move to cut distributors with annual sales below 3 million yuan has become a hot topic. The public focuses on emotional details, but the key issue is that channel consolidation is an inevitable trend in China's FMCG distribution, driven by the shift from scarcity to surplus and the efficiency revolution at the retail end.
陈文石Ten Years of Deep Cultivation in Instant Retail: 'Jiu Xiao'er' Begins to Perfect Its National Layout
In an era of stock competition, all enterprises care about where incremental growth comes from. 'Making increments in channels with increments' is a relatively certain answer, which is why instant retail has become the fastest-growing channel in the alcoholic beverage industry. As a leading platform in this track, 'Jiu Xiao'er' is an unavoidable brand. Founded in 2015, 'Jiu Xiao'er' has built a super retail channel covering 17 provinces, 450+ city and county markets, and 2000+ front warehouses over the past decade, with an estimated GMV exceeding 4 billion yuan in 2024.
陈文石In the Midst of Major Shifts in the Maternal and Infant Industry, Growth Remains the Overriding Goal
The essence of the FMCG economy is population economics, which is particularly evident in the maternal and infant industry. Births in China fell from 17.86 million in 2016 to 9.02 million in 2023, halving in just eight years, leading to declining birth rates, shrinking market size, and demand divergence. At the 2024 Parenting Festival Industry Summit hosted by Taobao Tmall, the focus was on achieving growth in this challenging environment, with the platform sharing insights on consumer trends and channel shifts.
陈文石Genuine Emotion as the Foundation, Festive Flavors as the Material: Achieving New Heights in CNY Marketing
Marketing is the breakthrough, but quality remains the cornerstone. How to solve the problem of CNY marketing falling into mediocrity? For the Chinese market, the Spring Festival peak season is the most important sales season of the year, making CNY marketing a key focus for brands. However, an awkward situation has arisen: despite annual CNY campaigns, consumers are increasingly hard to move. How to break through this dilemma? As the Year of the Dragon approaches, the author noticed a recent emotional film about festive flavors, "The Best Flavor of the Year," going viral on social media. Within just a few days of its release, it garnered 4 million views on WeChat and 20 million on Douyin, with total interactions exceeding 500,000.
陈文石Elevator Smart Screens Become the Top Elevator Media: How to Invest in Brand Advertising in 2024?
Elevator media has become a crucial advertising format, with smart screens surpassing LCDs and posters to become the leading elevator media. This article explores the industry's transformation, the rise of challenger Xinchao Media, and provides strategic advice for brands on how to effectively use elevator smart screens for advertising.
陈文石Bridging the Last Mile for Food Distributors: Small Food Businesses Have Great Potential!
With minimal cost and maximum efficiency, every product should reach its intended destination. Today, food distributors face immense challenges, including funding constraints and lack of brand awareness. WeBank's WeBank Enterprise+ offers financial and non-financial services to help small food businesses overcome these hurdles and thrive.
陈文石From Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World
From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward.
陈文石Winning the Omnichannel Competition: Brands Need a Good Partner
In the era of omnichannel competition, all brands have no way back. The so-called 'omnichannel competition' means that you may encounter competition from any opponent, at any time, in any space, in any category, using any means, and nothing is predictable anymore. Omnichannel competition includes several layers of meaning. First, besides traditional 'friendly competitors', brand owners face more opponents from any field. Previously, they might have been an FMCG manager, an internet celebrity, a chef, an investor, a media person, an IT person, or even...
陈文石The Red Bull War: Feuds of the Wealthy and Strategies of War
There is no love or hate without reason, and no permanent enemies or allies, only permanent interests. The ongoing saga between Hua Bin Red Bull and Thai Red Bull adds another vivid footnote to these truths, mirroring the earlier herbal tea war between JDB and Wong Lo Kat, where the core conflict is between the brand's 'biological father' and 'adoptive father'.
陈文石