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Articles by Cici
Browse 3 New Distribution articles by Cici.
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In a Stock Market with Product Homogenization and Channel Fragmentation, What Should Marketing Focus On?
As 2025 begins, reviewing the growth rate of total retail sales of consumer goods from January to November 2024, retail sales excluding automobiles reached 397,960 billion yuan, up 3.7%. Overall, the FMCG market saw fluctuating declines in consumption growth in 2024, reflecting economic pressure and uncertainty, which may continue into 2025. In such uncertain times, clear direction is crucial. This article explores three dimensions: seizing market share in a stock market, focusing on service amid product homogenization, and integrating fragmented channels.
CiciHow Should Distributor Bosses Respond During the Stagflation Period of the FMCG Category?
According to Nielsen data, from January to August 2024, the overall FMCG all-channel growth rate was 2.6% year-on-year, a relatively slow growth rate. Except for water, beverages, and alcohol, other categories showed negative growth in offline channels. The chart below shows the operating data of 302 medium and large distributors nationwide in the first half of 2024. (This data is a small sample and is for reference only.) Combined with the overall FMCG growth rate and distributor operations, almost all FMCG categories are declining, indicating a stagflation period. This inevitably makes distributor bosses question whether this business can continue, whether to switch to other industries, whether to continue representing first-tier brands with thin profits, and whether good service to downstream customers can help grow the business.
CiciHow Should FMCG Professionals Respond During Periods of Sales Growth Pressure?
People in the FMCG industry have frequently heard about poor market conditions, declining business, unmet targets, and unreachable sales performance. These phenomena indicate that the era of rapid growth has passed, and the period of sales growth pressure has arrived. During sales growth, companies thrive, and employees receive promotions, raises, and bonuses, with a promising future. However, under sales growth pressure, it is the stage of 'big fish eat small fish, fast fish eat slow fish.' To survive, companies set growth targets even when sales are hard to increase. This is why...
Cici