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Articles by 陈思廷
Browse 124 New Distribution articles by 陈思廷.
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124 articles · Page 4 of 6
Two Important Suggestions for FMCG Manufacturers and Distributors in an Era of Great Change
The essence of the FMCG market is population economy. As China enters the Lewis turning point and negative population growth, the market is shifting from volume growth to quality growth. Manufacturers should build a channel team capable of winning in the high-end segment, while distributors should develop capabilities in organizational management, digital marketing, precision operations, and high-end customer management.
陈思廷FMCG Calls for 'High-Level Deep Distribution'
As internet dividends fade and online profits dwindle, FMCG companies are increasingly returning to offline channels. Marketing expert Liu Chunxiong proposes 'high-level deep distribution' as a response, emphasizing promotion over mere coverage, and using China Resources Snow Breweries' 'Five Points One Line' methodology as a successful example.
陈思廷Goodbye, Million Sales Assistants
Today, whether in retail stores or restaurants, the most noticeable difference from a decade ago is the near disappearance of sales assistants. This article explores why the sales assistant model emerged, why it has vanished, and what brands can do at the point of sale in its wake.
陈思廷How China Resources Beer Sustains Growth in the 'Quality Era': Insights from Its 2022 Interim Report
China Resources Beer's 2022 interim results show revenue of RMB 21.013 billion, up 7% year-on-year, and net profit attributable to shareholders of RMB 3.802 billion, up 27.8%, with premium beer sales growing 10%. The company's strategic focus on premiumization and market segmentation offers valuable lessons for FMCG brands navigating cost pressures and economic downturn.
陈思廷A Major Beer Distributor's Waterloo in Cross-Province Expansion
In June 2022, Xie Min, a top beer distributor, ended her 300-day attempt to expand into a new market, facing failure due to conflicts with the new management team and incompatible channel models. The article analyzes why her cross-region expansion failed and offers lessons for other distributors.
陈思廷The Century of FMCG Involution: Is Private Domain the Lifeline?
On August 10, New Distribution's video channel hosted a live stream themed 'New Private Domain, New Growth'. Four guests, including renowned marketing expert Liu Chunxiong, Qingdao Beer's Shi Yonggang, Jukebao CMO Zhang Jia, and Nanfang Black Sesame's Qin Mengke, shared insights and discussed FMCG private domain strategies. The event attracted over 16,000 viewers, sparking significant industry interest.
陈思廷After Deep Distribution, What Will Be the Next Major Innovation in Chinese Marketing?
This article examines the achievements and current confusion in Chinese marketing, arguing that while channel innovation like deep distribution has driven past success, the next major breakthrough will center on customers—specifically, building direct, seamless connections with them through brand and channel innovation.
陈思廷Which Type of Distributor Can Survive the Winter?
2022 may mark the beginning of winter for China's FMCG market. Distributors, as the most active and sensitive group, face a challenging period; only those who adapt—whether as agile hunters or meticulous farmers—can survive and even thrive.
陈思廷Three Cases You Must Know About Stabilizing the Core Business
The core business is the foundation of a company's survival and growth. Over the past six years, New Distribution has tracked 100 FMCG brands and distributors, finding that those who excel in building and upgrading their core business remain stable and grow amidst drastic changes. This article presents three typical cases of brands and distributors focusing on their core business to stabilize their market position.
陈思廷Today, All FMCG Manufacturers Are Children of Winter
In 2022, we are all children of winter. This phrase comes from a recent dialogue between Mr. Liu Run and Mr. Wu Xiaobo, who said, 'No transformation is achieved amid applause; every great enterprise is a child of winter.' With the repeated pandemic and economic downturn, almost all FMCG companies and distributors have become children of this winter. To survive, they must seize opportunities and stabilize their core business, as discussed in the upcoming 2022 China FMCG Channel Innovation Conference.
陈思廷Exclusive Observation | When Will China Resources' "Beer + Baijiu" Dual-Wing Strategy Expand into Sichuan Baijiu? The Landscape of Sichuan's "Little Golden Flowers" May Shift
Recently, many distributor friends have left messages asking New Distribution to interpret China Resources' baijiu strategy. Given the accelerating pace of China Resources' baijiu layout, they are eager to know where its next move will be—in Guizhou or Sichuan. This article analyzes the strategic significance of baijiu for China Resources, deduces its possible layout approach, and speculates on which Sichuan baijiu brand it might partner with.
陈思廷Growing Amid the Pandemic: Why Do They Achieve Market Victory?
Recognize reality, abandon illusions, and prepare for battle. As the COVID-19 pandemic enters its third year of recurrence, the article discusses how FMCG companies can maintain strategic focus and find growth methods during the pandemic, emphasizing the need to adapt to the 'new normal' and focus on key tasks to win market victories.
陈思廷High-end Strategy Pays Off: China Resources Beer's 2021 Profit Surges 119%
In 2021, China Resources Beer achieved its most profitable year, with a 119% year-on-year increase in net profit, driven by the growth of its high-end product portfolio. The company is transitioning from a volume leader to a profit leader, with its premium beer sales growing rapidly.
陈思廷FMCG Going Global: How to Build an International Version of Nongfu Spring in Nigeria?
The intense competition in China's FMCG market is an indisputable fact. When the pie stops growing and brand growth mainly comes from competitors' decline, involution becomes a one-way street. However, Chinese FMCG companies have other paths. By looking globally, we can find more and better development opportunities. Today, New Distribution introduces a representative Chinese enterprise—CWAY Group in Nigeria, a Chinese-invested FMCG company that has grown its base not in the domestic market but in Nigeria, the most populous country in Africa.
陈思廷From Today, China's FMCG Will Venture to the World
Amid intense domestic competition, China's FMCG industry seeks new blue oceans. At the 7th China FMCG Channel Innovation Conference in March 2022, New Distribution will host the first salon on Chinese FMCG venturing abroad, featuring pioneers who have already expanded into markets like Nigeria, Italy, and Africa.
陈思廷Why Are Second-Tier Distributors Getting More Exhausted but Earning Less?
As a crucial link in the distribution chain, second-tier distributors have for the first time drawn attention and reflection from industry insiders. This article argues that their role has long been overlooked and undervalued by brand owners and marketing scholars, resonating with many dealers and wholesalers. In fact, the fate of one million FMCG second-tier distributors is now a concern for both themselves and the entire FMCG industry. Hence, this article, "Why Are FMCG Second-Tier Distributors Getting More Exhausted but Earning Less?", is the second piece in the "Focus on Second-Tier Distributors" series.
陈思廷Neither Dead nor Thriving: Who Can Change the Fate of China's 1 Million FMCG Secondary Distributors?
Secondary distributors (二批) are a unique group in the FMCG industry, often targeted by manufacturers for channel flattening, yet they remain resilient due to their low cost and proximity to small retailers. This article explores their challenges and a new platform model, '佟掌柜', which aims to empower them with digital tools and expand their service radius, potentially transforming their fate.
陈思廷Sishijiu Fang: A New Species in the Liquor Industry Making Baijiu Full of Imagination
A group of outsiders crossed over to stir up Chinese baijiu. Is it really a foregone conclusion that traditional famous liquors dominate the mid-to-high-end market? Perhaps it was, but a special liquor company has suddenly made the answer uncertain. What makes this company special? First, it was founded in 2015 when others avoided baijiu, a typical contrarian investment. Second, its shareholders are all natural persons, numbering 49, hence the name 'Sishijiu Fang'.
陈思廷Have You Figured Out How to Run Your 2021 Dealer Conference?
Why do we keep having meetings? Meetings are the most common and troublesome aspect of modern enterprises. Every modern person is trapped in a sea of meetings, attending numerous ones annually, monthly, or even weekly. The only differences are who organizes them and whether you speak. We must reflect on why we meet and why so often. First, for any organization, meetings are undoubtedly necessary. Historical events often tie to important meetings, proving their necessity and significance.
陈思廷The Heroine Zhang Jie: A Beer Distributor's Ten-Year Campaign Across the South
Zhang Jie, a former champion race car driver, unexpectedly entered the beer distribution business and spent a decade fighting six major battles across Guizhou and Guangxi for Snow Beer, growing her company Anxin to 160 employees and 20,000 tons in annual sales. Her story highlights the challenges and strategies of distributors in China's FMCG market, including her notable victory in Bozhou where she turned a formidable competitor into a partner.
陈思廷Tianhu Beer: Having Won the Past Two Decades, Can It Win Another Ten Years?
Tianhu Beer, a regional brand in Fushun, Liaoning, has thrived for 20 years despite being near industry giant Snow Beer, by focusing on fresh beer with a differentiated strategy. Now facing challenges like population decline and lack of outside-market presence, its future hinges on strategic expansion.
陈思廷From Guizhou Snow Beer: How a 70% Share Stronghold Market Decides the High-End Battle
Why study Guizhou Snow Beer? Without focusing on Snow Beer, it's impossible to understand China's beer market; without analyzing Guizhou Snow Beer, it's impossible to understand Snow Beer. Guizhou Snow Beer, a regional company with an outstanding track record, achieved over 70% market share by 2011 and has maintained absolute leadership. This article explores its unique strategies, including the 'high ground' terminal tactics and a digital marketing system that integrates B2B and B2C, which have driven its high-end products from 40,000 tons to 160,000 tons in three years.
陈思廷From the Hubei Team: Why Snow Beer Keeps Winning
Behind the miracles of the Chinese market, Snow Beer's success is attributed to its focus on people, organizational restructuring, and effective tools. The Hubei marketing team, especially during the COVID-19 pandemic, demonstrated resilience and innovation, leading to significant market gains and setting a model for victory.
陈思廷Who Can Understand Jiangxiaobai?
This article discusses the challenges and successes of Jiangxiaobai, a pioneering new consumer baijiu brand in China, and announces that its founder, Tao Shiquan, will speak at the 4th China FMCG Conference to share his insights.
陈思廷