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Snack Food Distributor: 57 Employees, 200 Million in Annual Sales, Small Goal to Become Hefei's No.1 Snack Food Brand Operator
The distributor business is not complicated; it essentially acts as an intermediary, passing goods from upstream to downstream. However, despite the unchanged underlying model, operational difficulty has multiplied due to lower margins, declining per-store sales, rising costs, new channel impacts, and bare procurement by supermarkets. Snack food distributors face additional pressure from the rapid expansion of snack stores with discounts like 8.8折, 8.5折, even 5.5折. This article shares the case of Hefei Baili Food, which achieved 200 million yuan in sales with only 57 employees, aiming to become Hefei's No.1 snack food brand operator.
周群1 Yuan Ice Cream Bars Make a Comeback in 2025?
As the ice cream industry shifts toward value-for-money, 1 yuan ice cream bars are regaining popularity among distributors and consumers, especially in lower-tier markets and specific scenarios like schools and community stores.
不旧Two Main Lines Will Profoundly Impact China's Retail Transformation
The rapid changes in today's retail market are undoubtedly causing significant concern among many brand owners, as directly observed in our communications with numerous leading brands. I have always believed that the Chinese market, unlike North America, is a typical society where 'channels' outweigh 'brands.' Whether it's the early supermarket brands, Taobao brands, Douyin brands, or the current snack bulk-selling brands, many brands are homogeneous, and the difference among them is merely who laid out an incremental channel first. Strong channels creating brands is a common occurrence. Combined with the recent market narrative that retail will undergo 'full discounting,' this has intensified anxiety and confusion among frontline brand operators.
戚特Xiwang 2025 Brand Launch | Reshaping the Benchmark of Sports Nutrition with Sports DNA
On the morning of March 30, the Xiwang 2025 brand launch was held at the Hilton Dalian. With "scientific nutrition + sports IP" as the engine, the brand unveiled its new strategic layout, opening a new era of sports nutrition against the backdrop of the deep integration of national fitness and the sports industry. Attendees included representatives from CSIG, AJ Auxerre, Dalian Yingbo, sports and consumer media, and key channel partners, who delivered speeches at the event.
New DistributionTwo Growth Paths for Brands: Either Dominate a Category or Dominate a Scenario
This article argues that brand growth follows two paths: one is to dominate a category (stock growth), and the other is to dominate a scenario (incremental growth). Using the example of OATLY's success in China, it illustrates how scenario-based marketing and labeling can create new demand and break through category limitations.
空手Spring Sugar Fair Concludes Successfully, Jinsha Distillery Amplifies Presence with 'Exhibition + City + Conference' Strategy
The 112th National Sugar and Wine Fair and 2025 Spring Sugar Season concluded successfully in Chengdu on March 27. As the chief partner, Jinsha Distillery impressed the industry and market with its 'Strive Upstream' brand narrative, delivering a multidimensional event covering product experience, cultural interaction, and industry dialogue, celebrating the upstream genes of the Chishui River and declaring its commitment to the industry's future.
金沙酒业The Channel Evolution of a 137-Year-Old Brand: How Lee Kum Kee and Its Distributors Navigate Cycles Together
How does a condiment brand that has spanned three centuries and 137 years of history face the new era? At the 10th China FMCG Conference, Ms. Zhang Yaping, Vice President of Lee Kum Kee Sauce Group China and Head of New Retail Operations Center, delivered a keynote titled "Thinking of Others, Winning with 'Lee' – Manufacturer-Distributor Collaboration for Shared Value." The presentation was divided into three parts: Redefining Distributor Value: From Channel Movers to Value Creators; How Distributors Develop Amid Retail Channel Transformation; and A New Paradigm of Manufacturer-Distributor Symbiosis: From Transactions to Co-creation.
张亚苹Breaking Through 4,678 Entries: The 7th iSEE Global Awards Final Winners Announced!
The 7th iSEE Global Awards final winners have been announced, with awards spanning innovation, taste, and design categories. The awards recognize excellence across products, brands, enterprises, individuals, technology, and design, with gold, silver, and bronze awards given to standout products.
Foodaily每日食品The Three Souls of Scenario Marketing: Jobs-to-be-Done, Solutions, and UGC
From March 17 to 19, the 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference, themed 'New Order · Symbiosis', grandly opened in Chengdu. Mr. Kong Shou, founder of Bukongtan Brand Consulting and dean of the Scenario Marketing Research Institute, delivered a keynote speech titled 'The Three Souls of Scenario Marketing'. The following is an edited excerpt of his speech, organized for readers. The three souls are jobs-to-be-done, solutions, and UGC.
空手When Bottled Water Enters the Era of Grading, Why Has Kunlun Mountain Mineral Water Become the First Choice for Healthy Drinking?
A distributor in East China lamented, 'Selling water is a good business, but choosing the right water is the real skill!' This reflects the current dilemma in the bottled water market. Consumers are often confused about the differences between 'natural water,' 'purified water,' and 'mineral water,' while distributors struggle to find differentiation. Kunlun Mountain Mineral Water, with its high-altitude golden water source, has gained industry recognition and become a benchmark case for high-quality water interpretation on 'People's Lounge.' This article analyzes how Kunlun Mountain Mineral Water solves the dual dilemma for consumers and distributors through scientific standards, scenario marketing, and long-termism.
张雨薇Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance
From copywriting marketing to brand renewal and multi-brand matrix upgrade, how did Jiangxiaobai achieve this? At the 10th China FMCG Conference, Yan Hongjian, Deputy General Manager of Bottle Planet (formerly Jiangxiaobai), shared insights on 'Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance.' He detailed the practice from scene reconstruction to mind-share capture, revealing the core logic of 'precise depth' in a stock market—creating demand through emotional resonance and driving brand value leap through scene-based experiences.
颜红坚Cyber Dafu: Using AI to Re-engineer Marketing
“I didn't become a CMO; I became an AI prompt engineer. I can't draw, but I became an AI artist, and 'Cyber Dafu' has become a top influencer on WeChat, Xiaohongshu, and Video Account. All this is thanks to the new possibilities that the AIGC creation era has given me.” While serving dozens of industry-leading companies such as P&G, Yili, Coca-Cola, COFCO, Moutai, Hongxing Erguotou, Gujing, Shede, Novo Nordisk, Nanfu, HANSHU, and SAIC-GM in their brand marketing AI evolution, she directly confronts the pain points and aspirations that companies have regarding AI. Facing the overwhelming wave of super artificial intelligence, business operators are being chased by the relentless pace of the times, with one pressing question hanging over their heads: How can companies keep up?
赛博大福Lemon Tea 2.0 Era: How Youyi C Stands Out with a Probiotic Lemon Tea?
From 'one sip of lemon tea, refreshing to the max' to 'zero-sugar warrior', the shift in internet buzzwords reflects changing preferences among young consumers regarding beverage ingredients. However, as sugar is essential to 'happy water', merely controlling sugar is no longer sufficient. New Distribution interviewed numerous distributors after the New Year, summarizing star products in 2024, and found that emerging beverage new products focus more on taste, packaging design, and health trends. At the peak of brand launches in March-April this year, the author noticed that Youyi C's new product...
冯瑶XinChao Media Zeng Jian: Forge Brands with Mindshare to Lead the New Order of the Future
Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises. On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled "Forge Brands with Mindshare to Lead the New Order of the Future." XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens.
曾健“Where There Are Scenes, There Is Sales”: Mingren Soda Water “Sows Seeds” at the Spring Sugar Fair
At the 112th Spring Sugar and Wine Fair in Chengdu, Mingren Soda Water became a focal point for its scene marketing strategy, particularly the “Drink Mingren before and after alcohol” campaign. By integrating with the baijiu (white liquor) scene, Mingren has achieved significant growth, demonstrating that scene marketing is a key path for FMCG brands in the era of stock market competition.
墨廷Exploring New Product Growth Points at Spring Sugar, Check Out the Solution from Traditional Chinese Food Supplement Track Leader Lao Jin Mo Fang!
Health is the hottest topic in the consumer industry. During this year's Two Sessions, the director of the National Health Commission's speech on waist circumference went viral, reflecting a surge in health awareness. This has boosted the market for health foods, with the Chinese-style food supplement track experiencing explosive growth. Lao Jin Mo Fang, a veteran brand in this track, stands out with its quality-focused approach and supply chain investment, offering a model for others.
VivianAkuan Food Shines at Spring Sugar Fair: How Product and Marketing Empower Channels?
For all participants in the instant food industry, how can they achieve counter-trend growth amid challenges such as product homogenization, channel diversification, and slowing industry growth? How can they provide more suitable products and marketing promotions for different channels? At the 112th Sugar and Wine Fair, Akuan Food, which shouted 'Don't eat instant noodles, eat Hongyou Mianpi,' offered new thinking: providing more targeted products and marketing for different channels and consumer groups to achieve both brand and sales effectiveness, and to lead category growth.
木易羊How POSM Must Adapt to New Retail Formats
Sam's Club, snack discount stores, Walmart, Freshippo, and Pangdonglai show that point-of-sale materials must match a channel's position between extreme efficiency and immersive experience.
New DistributionHsu Fu Chi's Four-Part Portfolio Innovation Strategy
Hsu Fu Chi used emotional color, savory premiumization, aroma, and nutrition as four innovation platforms, applying manufacturing depth and channel knowledge to extend classic Chinese snack categories.
New DistributionWhy Do Brands No Longer Emerge in the Internet Era?
Regardless of the consumer goods industry you are in, you will notice that the top ten most influential brands in your industry were likely established more than a decade ago, mostly between the late 1990s and around 2010. In the past fifteen years, almost no influential new consumer brands have emerged, and the internet has made it extremely difficult to build strong brands due to fragmented information and the loss of traditional sources of brand 'potential energy'.
苗庆显Deep Decoding: How New Alcoholic Beverage Brands Achieve Mainstream Success, Meijian Brings Fresh Insights
At a time when the alcohol industry needs confidence, this speech on new alcoholic beverages deserves attention. On March 17, the 10th China FMCG Innovation Conference was held in Chengdu, where Tao Shiquan, Chairman of Bottle Planet Group, delivered a speech titled "New Alcoholic Beverages, New World: Meijian's Strategy for Mainstream Success." Over the past four years, Meijian has shared insights on creating a second growth curve and embracing innovation. As the pioneer of China's new alcoholic beverage segment, these speeches document the company's strategic evolution. This year, Meijian's New Year wine performed exceptionally well, signaling the entry of new alcoholic beverages into a mainstream development cycle.
New DistributionNew Industry Heights! Lay's Spring Limited Edition Introduces 'Traceability' Concept, Setting a New Quality Benchmark for the Snack Industry!
During recent visits with distributors, a common trend emerged: their standards for selecting new products are increasingly focused on actual quality and market performance. Lay's '24-Hour Spring Harvest Potato' series exemplifies this by combining strong product strength, clear selling points, and consumer appeal, making it a benchmark for quality in the snack industry.
AsherWhen Retailers Launch Private Labels, What Should Brands Do? Lessons from Costco and Pepsi in North America
Whether it's hard discount, membership-based retail, or instant retail, along with private labels that haven't fully exploded, the impact of channel changes on brands is undeniable, and 2025 will only be more intense than 2024. In this context, what should brands do? Looking globally, China's retail industry is not leading. Many problems can be solved by looking at retail history. This article briefly shares the 'love-hate entanglement' between Costco and PepsiCo in the North American market, more precisely, a 20-year tug-of-war between brand and channel.
张振宇Why Can't the Premium Fresh Milk Track Produce a Super-100-Billion Single Product?
According to Kantar Worldpanel, the average penetration rate of low-temperature milk nationwide was 39% in 2023, while in Shanghai it had already reached 72% by 2020. In high-penetration markets, the trend of upgrading from entry-level pasteurized milk to higher-quality premium milk has begun, and the diversification of milk consumption scenarios is accelerating the replacement of ambient milk by fresh milk.
王莹