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Agentic Commerce Takes Off: 2025, the Last Year Humans Shop Online Themselves
Visa's announcement that the 2025 shopping season marked the end of an era signals the rise of Agentic Commerce, where AI agents autonomously complete purchases. By 2026, AI agents will not only recommend products but also execute purchases, reshaping retail and requiring brands to adapt to AI-driven discovery and decision-making.
戚特The Core of Scene Marketing: Creating Rituals with Products
Rituals are the social expression of emotions, transforming abstract feelings into tangible, observable moments. By embedding products into these rituals or creating new ones, brands can tap into the emotional core of scenes, turning personal emotions into collective experiences and driving engagement.
刘春雄No Advertising, No Sales Team, No Display Fees: How Can Retailers Succeed with Private Labels?
This article originates from a conversation with a brand executive. After hearing my view that private labels are a trend and brands should proactively co-create with retailers, he retorted: 'The logic seems off. We spend over a year on R&D, hundreds of millions on advertising, and deploy thousands of stores, distributors, and promoters to launch a new product, yet the success rate is less than 10%. How can retailers, with nothing, succeed with private labels?' This article explores why retailers can succeed and what it means for brands.
袁来Private Labels Are Phasing Out Retailers That Merely Rent Out Shelf Space
Private labels are being both mythologized and underestimated: the hype is high, but the difficulty is lowballed. This article argues that success requires whole-chain collaboration, not just a retailer's effort, and announces the first China Private Label Industry Chain Conference in Hangzhou on June 4-5, 2026.
袁来5000 Words to See Clearly: Super Hema NB's Bold Gamble on Franchising
In November 2025, Hema's budget community supermarket Super Hema NB announced its first batch of franchising, targeting Shanghai, Hangzhou, Jiaxing, and Huzhou, with a cumulative investment of about 2.65 million yuan for a 600-square-meter standard store. The industry generally sees this as a positive signal, but this view warrants deep scrutiny. Franchising is a double-edged sword in retail, and Super Hema NB's unique model—high fresh food ratio, private label dominance, and rapid franchise expansion—has no successful precedent globally.
陈思廷Flash warehouses don't lack goods; what they lack is 'new supply' that solves pain points
In a price war, price matters, but how to gain reputation and attention is the real way to break through. What we aim to be is not necessarily the highest in order volume or gross margin, but the instant retail brand with the best reputation. At the CFC conference held in Chengdu on March 16-18, 2026, Da Zheng, founder of Zhaixiaoxiong, delivered a keynote speech on flash warehouse operations and hit product creation, sharing insights on supply logic and hit product rules in the context of intense competition.
大郑Homogenization and Price Wars? FMCG Innovation Isn't About Breaking Out—It's About Riding the Wave!
This article is adapted from the keynote speech by Hu Qiaosong, founder and general manager of Badaoniang Food Co., Ltd., at the CFC2026 11th Fast-Moving Consumer Goods Conference. Badaoniang is a startup brand focused on the Huadiao cooking wine segment, ranking first on Douyin's cooking wine chart for five consecutive months. All consumer goods face the fate of commoditization. The theme of today's sharing is: Innovation also requires seizing the momentum.
胡峤松Zhao Bo of New Distribution: In the Post-Truth Era, No Narrative, No Brand?
What is narrative? Let's start with a story. Wan Weigang, in his course 'Modern Thinking Tools,' shared a case: In the 1980s, Texas had a serious highway litter problem. The state government tried fines and campaigns, all to no avail. The main culprits were young men aged 18-35 who drove pickups and listened to heavy metal, priding themselves on rebellion. An advertising agency came up with a brilliant slogan featuring a football star and a blues singer, which solved the problem: 'Don't mess with Texas.'
赵波Channel Private Label: Build Private Brands Like a Brand Owner
At the 2026 China FMCG Conference, Guan Xue, General Manager of Jiuan Gaosheng Group, shared insights on private labels, emphasizing that channels should develop private brands with a brand-owner mindset. The core issue is not whether to enter but how to implement scientifically, avoiding common pitfalls such as blind imitation, superficial rebranding, and lack of systematic operations.
关雪Consumers 'Win Again and Again': Master Kong Green Tea's 'One More Bottle' Promotion Goes Viral
Recently, New Distribution noted that Master Kong Green Tea's 'One More Bottle' promotion, which once created phenomenal sales in China's beverage market, was fully relaunched nationwide in March this year, quickly sparking a market craze. This classic IP, which once achieved phenomenal sales, has once again become the focus of the beverage market after many years. This is not a 'rehashing old ideas' brand marketing, but rather proof that truly vibrant promotional tactics, even today, can reignite consumer enthusiasm and terminal sales if the mechanism is right and the experience is smooth...
周群Supply Chain Companies Want to Build C-end Brands: A Tough Road Ahead
In recent years, with the rapid development of tea, coffee, and bakery chain formats, as well as the acceleration of private label strategies by leading supermarkets like Sam's Club, Hema, and Pangdonglai, a large number of supporting supply chain raw material and ODM companies have emerged, preparing to move from behind the scenes to the forefront. Unlike the B2B large-customer model that relies on orders and is constrained by others, every supply chain company boss harbors a dream of owning a brand—truly mastering market discourse and securing a place in the C-end market. However, transitioning from a supply chain company to a C-end brand is not just a step away; it's essentially starting a new race on a different track.
陆兴元In the Era of Channel Fragmentation, FMCG Brands Need to Grow Like Liquid
Channels are fragmenting, and so are consumers. For FMCG brands, the old approach of using one brand language, one product logic, and one sales playbook across all channels is becoming increasingly untenable. Sam's Club, Pinduoduo, Xiaohongshu, Douyin, convenience stores, snack collection stores, and mom-and-pop shops all sell goods, but the consumer psychology, sales dynamics, and decision-making behind them are no longer the same. At the 11th China FMCG Conference on March 17, Liang Jiangjun, founder of Jiangyi Consulting and Chief Strategy Officer of Zan Yi Growth Network, shared insights on liquid brands, channel narratives, and building a C-end command center.
梁将军Zhao Bo of New Distribution: 36 Years of FMCG Marketing in China—How Marketing Power Shifted from Channels to Consumers, and Now to Algorithms
In March 2026, while working late, the author asked an AI assistant for a drink recommendation, which led to a realization that marketing power has shifted again. Over 36 years, it moved from channels (1990-2010) to consumers (2011-2023) and now to algorithms and AI (2024-present), fundamentally changing how brands must operate.
赵波Low Prices Alone Cannot Sustain Private Labels
China's private labels are entering a new development phase. With intensifying retail competition and shifting consumer demands, retailers and manufacturers are rethinking product development, supply chain collaboration, and value creation. Private labels are no longer just a tool for price competition but are becoming a key driver for rebuilding product strength, organizational capability, and differentiation. At the 11th China FMCG Conference on March 17, 2026, Fang Xianli, initiator of the Private Label Production-Research Collaboration Platform and executive director of Hangzhou Bimaide Brand, shared insights on the development stages, consumer demand changes, and collaborative creation between retailers and manufacturers.
方献礼From Channel Distribution to User Symbiosis: Reconstructing the Growth Logic of Personal Care Brands
The personal care industry has seen a significant shift in its growth logic. In the past, brands relied on channel distribution, terminal coverage, and regional penetration for steady growth; however, with rising traffic costs, channel fragmentation, and rapidly changing consumer demands, relying solely on shipments and distribution can no longer explain today's growth. For personal care brands, the new question is not just how to distribute products, but whether products can truly meet user needs, whether brands can build sustained choice, and whether channels can become interfaces for user connection. On March 17...
曹业林Big Single Products Are Trapping a Group of Brands
Recently, the innovation head of a leading FMCG brand mentioned that despite huge investments in new products, they have failed to launch a truly scalable big single product. The real issue lies not in innovation or investment but in the obsession with creating a big single product, which is increasingly difficult in today's fragmented market.
葛畅New Technology + New Consumption Era: The Underlying Logic of Marketing and the Path to Breakthrough!
Facing today's rapidly evolving technology and unpredictable consumer demands, where should brand marketing go? Old marketing tactics are becoming less effective, so how should the growth flywheel of the new consumption era spin? At the main forum of the 11th China FMCG Conference (CFC) held from March 16 to 18, Wu Dinan, founding partner of Mingdi Investment/Mingdi Empowerment, delivered a keynote speech titled 'Marketing Breakthrough in the New Technology + New Consumption Era.' He pointed out that to find a breakthrough in the current market environment, one must first clarify what is changing and what remains constant.
吴迪年90% of Brands Are Getting Lightning Warehouses Wrong!
A leading FMCG brand has developed a detailed internal playbook for lightning warehouses, treating it as a standalone business. However, most brands are approaching it with outdated mindsets, structures, and methods, leading to wasted investment and missed opportunities. The article outlines five key misalignments and argues that 2026 is the last low-cost window for brands to establish a controllable supply chain and scalable growth model in this channel.
周群Don't Just 'Copy Homework' When Building Private Brands!
In the past year, traditional retail has faced immense pressure, with the industry undergoing a brutal supply-side clearance and model iteration. Against this backdrop, private brands have become a must for many retailers seeking growth and differentiation. However, is it really that easy? At the CFC 11th China FMCG Conference held in Chengdu from March 16-18, 2026, Xue Wenfa, Deputy General Manager of Guangdong Yinxue Group and a veteran private brand expert, delivered a keynote speech on 'Insight, Breakthrough, and Reconstructing the Growth Path of Private Brands'.
薛文发Exclusive Global Selection! 4000+ Curated New Products Debut, the Next Hit in Food & Beverage Innovation Is Here!
Stop searching for top products and hits in Japan, South Korea, Southeast Asia, Europe, and the US. For channel distributors, the essence of product selection is not about gambling on luck but finding certainty. How can you efficiently and precisely find high-quality, scarce global new product hits? From April 15-17 in Wuxi, the 2026 Foodaily Innovation Expo will bring together 4000+ global new product hits in one place. They come from two curated paths: the deep mining and selection by the Daily Innovation Research Institute (Foodaily Thinking) across 70+ global markets over the past year, and the Chinese innovation benchmarks selected by the iSEE Global Awards with world-class standards.
FoodailyHow FMCG Brands Can Regain Command with bC Integration
As the FMCG industry enters an era of oversupply, brands face the challenge of shifting from distribution-oriented to sell-through-oriented strategies to regain control over channels and terminals. At the CFC Forum held in Chengdu on March 17, Dong Wenbo, founder of Ronghui Data, delivered a keynote on how FMCG brands can use bC integration to reclaim command, sharing insights from his experience building Dongpeng Beverage's digital marketing system.
董文波Hou Xiaohai: My View on the C-End, the Core Logic of the New Consumer World
At the CFC 2026 11th China FMCG Conference, Hou Xiaohai, COO of CP Group China and founding president of the China International Liquor Promotion Association, delivered a keynote speech on the core logic of the C-end in the new consumer world. He proposed the '4P+C = Scenario King' model, emphasizing that in the era of consumer sovereignty, companies must fully commit to the C-end to survive and thrive.
侯孝海Hangzhou Debut! 2026 CHINASHOP Reshapes Retail Innovation with 'Service Quality Enhancement'
2026 marks the start of China's 15th Five-Year Plan, signaling the end of the era where distributors and retailers could rely on scale expansion for easy wins, making deep competition in the existing market a required course. The core contradiction is that consumer demands have changed—have our services kept up? From April 15-17, 2026, the 26th China Retail Industry Expo (2026 CHINASHOP) will debut in Hangzhou, themed 'Service Quality Enhancement,' responding to the industry's shift from 'transaction-driven' to 'experience-driven'.
New DistributionThree Key Points for Implementing Scenario Marketing
At the CFC Conference in Chengdu on March 17, 2026, Professor Liu Chunxiong of Zhengzhou University and Deputy Director of the Scenario Marketing Research Institute delivered a keynote speech on the three key points for implementing scenario marketing, addressing the industry's pain point of 'much talk, little implementation' and providing practical guidance for growth in an era of oversupply.
刘春雄