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How Master Kong Built Instant Retail Around Consumption Occasions
Master Kong treated instant retail as an operating ecosystem rather than another sales account, aligning product innovation, thirty-minute fulfillment, late-night demand, travel, campuses, content, and platform data.
New DistributionA Super Single Product with Tenfold Monthly Growth: What Did Maizima's No-Cook Pasta Do Right?
A distributor from Taizhou, Zhejiang, shared, "After two years of cooperation, Maizima's products are well-loved by our long-term customers, with a great product reputation. Their sales reps often help us open new distributors, making the partnership pleasant, and we never worry about inventory." In today's market flooded with products, a 'good product' recognized by distributors is a scarce resource. As a convenient and healthy fast-food brand under strategic investment from Genki Forest, Maizima is committed to providing consumers with safe, high-quality table solutions. The brand has repeatedly received international recognition, including the 'Global Taste Award' from the International Taste Institute in Belgium...
赵胜男The Logic of Business Has Changed for the Next Decade!
Professor Zhou Hongqi systematically explains the 10 business essences of 'short-video + livestream linkage across the entire domain,' from content and user interaction to business closure, helping brands find business laws amid changes.
周宏骐From the Hit 'Guoyi Shaonian Zhi 2' to the Viral 'Drink More Boiled Water': How Traditional Wisdom Reaches a New Consensus with Young People
A convenience store owner noted a significant increase in customers buying Master Kong Boiled Water in recent months, often selling out shortly after restocking. The brand's success stems from the rising trend of traditional Chinese wellness among young consumers and its consistent youth-oriented communication, exemplified by its partnership with the TV show 'Guoyi Shaonian Zhi 2'.
张雨薇Marketing Is Dead: Marketing Can No Longer Solve Marketing's Problems
During the 7th FMCG Conference in Shanghai, a discussion with brand experts Miao Qingxian, Chen Siting, and Fang Gang highlighted that marketing has been stigmatized and is failing to address its own issues. The article argues that modern marketing theories have hit a ceiling, and the infrastructure of mass production, mass communication, and mass distribution has been deconstructed, calling for a new framework.
刘春雄Heritage and Disruption: The Underlying Logic of 'Shuangjiu', the Pioneer of Sparkling Huangjiu
China's alcoholic beverage market is undergoing profound transformation, with consumption driving economic growth and drinking scenarios shifting from social obligation to personal enjoyment. In this context, Kuai Ji Shan, a traditional Huangjiu producer, launched 'Shuangjiu', a sparkling Huangjiu targeting younger consumers, blending heritage with innovation to revitalize the category.
杨刚From 'Seeding' to 'Tree Planting': Manxiaobao's Path to Sustainable Growth
At the 7th China FMCG Conference held in Shanghai from August 19-21, Manxiaobao CEO Ms. Zeng Cheng shared insights on sustainable growth, transitioning from 'seeding' (initial product buzz) to 'tree planting' (building a lasting brand). Despite market challenges of rising sales but falling prices, the five-year-old instant food brand achieved 20% year-on-year growth in the first half of 2025, driven by a consumer-centric approach across product, communication, and channels.
曾程Winning the Mind-Share War: Forging Brand Moat in the Era of Shrinking Volume
In the era of shrinking volume, both brands and channels will further consolidate, and there will be more opportunities in niche tracks. Regardless of the economy, the top 3 companies will fare better, as per industry rules. On August 19, 2025, at the main forum of the 7th China FMCG Conference hosted by New Distribution, Ms. Ruan Penghua, partner and vice president of Xinchao Media Group, delivered a speech titled "Winning the Mind-Share War: Forging Brand Moat in the Era of Shrinking Volume." Ruan Penghua, centering on the conference theme of "New Supply, New Demand," deeply analyzed the internal logic of consumption patterns, media transformation, and brand evolution, resonating with over 2,000 FMCG practitioners on site.
阮鹏华Scenes Carry Their Own Viral Genes
At the 7th China FMCG Conference held in Shanghai from August 19-21, Professor Liu Chunxiong of Zhengzhou University delivered a keynote speech titled 'Scenes Carry Their Own Viral Genes.' He argued that in the internet era, traditional saturation advertising is no longer effective, and brands must instead leverage user-generated content (UGC) triggered by scenes to achieve viral saturation attacks.
刘春雄Deep Transformation of People, Goods, and Places Revitalizes Classic Condiment Brands with New Offline Growth Momentum
In the era of shrinking volume, where competition for existing market share intensifies and traffic dividends fade, how can brands find growth breakthroughs? Knorr, a classic representative of the condiment category, has demonstrated strong omnichannel growth momentum in recent years. This article explores how Knorr has found new growth solutions in the shrinking era by reconstructing the logic of 'people, goods, and places.' On August 19, at the main forum of the 7th China FMCG Conference held in Shanghai, Hu Lerong, National Retail Sales Director of Unilever Knorr, delivered a keynote speech titled 'Deep Transformation of People, Goods, and Places: Revitalizing Classic Condiment Brands with New Offline Growth Momentum,' sharing Knorr's deep transformations in channels, products, marketing, and organization, providing new ideas for brand development.
胡乐融The Snack Track 'Changes the Weather': An Infinite War Begins
The snack industry seems to have 'changed the weather'. Recently, several retail giants released their first-half 2025 performance forecasts: Lai Yifen turned from profit to loss; Liangpin Shop's losses widened further, reaching a point of selling out; Qiaqia Food's net profit fell by over 70% year-on-year. Facing continued slowdowns, former snack giants cite intensified competition, channel transformation difficulties, and changing consumer demands. Meanwhile, new players are rising across the board, with Wanchen Group and Mingming Henmang achieving record revenues and surpassing 10,000 stores.
伯虎团队Big Brands Can't Find Distributors, While Small Brands Quietly Take Market Share
A regional manager from a major FMCG company lamented that low entry barriers have allowed third- and fourth-tier brands to erode sales of leading brands, leading to sluggish growth in dairy, beer, and beverages. The rise of regional small brands has exacerbated the challenges for big brands, which are losing ground in both distribution and promotion.
金名The Great Retreat of Instant Beverages
Xiangpiaopiao milk tea, Weiwei soy milk, and South Black Sesame Paste, once iconic national brands, are facing a collective crisis. The main reason for declining sales is not any single brand but the common problems of instant products. Originally transitional products from an era of insufficient supply, they are being abandoned as consumers now have better and more abundant options. The era is discarding instant beverages without even a goodbye.
陈晓京Price Subsidies, Traffic Monopoly, Channel Involution? Don't Fear Instant Retail, Brands!
Any new thing is like throwing a stone into a lake—some see ripples and run away; others crouch down to study the water's patterns. Instant retail is such a 'stone': it disrupts the calm of traditional retail but also creates new opportunities. Brands standing on the shore shouldn't worry about 'whether to touch the water' but 'how to swim without drowning' or 'how to swim farther.' In an era of shrinking volumes, facing the trend dividend of instant retail, is it a windfall or a trap? Should brands embrace it? The author shares some thoughts...
邢仁宝Is Private Label a 'Trap'?
As platform flash sales, instant retail, and private domain livestreamers divert foot traffic from physical stores with extreme efficiency, physical supermarkets are realizing the importance of building their own moats. Standardizing fresh produce, making processed categories night-market style, and personalizing industrial products have become the focus of store renovations. Meanwhile, Aldi, with a scale of 2 billion yuan, ranks 61st in the 2024 China Supermarket Ranking but is undeniably the industry's top benchmark, thanks to its strong private label development capabilities. Every single product from Pangdonglai that sells hundreds of millions of units can revive a mid-sized listed company.
零售荆言"Life-oriented" Marketing: From Functional Selling to Meaning Co-creation
This article discusses the shift from traditional consumer-oriented marketing to a "life-oriented" approach, which focuses on understanding people's daily lives, emotional conflicts, and non-consumption behaviors. It proposes a three-dimensional framework for "life-oriented insight" and illustrates its application through case studies of a maternal-infant refrigerator and LABUBU, emphasizing the move from functional selling to meaning co-creation.
胡志刚42 Days, 28,573 Words: A Concise Content Marketing Framework
Marketing has entered the content era, where content replaces advertising as the central carrier of brand building. This article outlines three major challenges in content marketing—communication effectiveness, brand building, and production efficiency—and proposes a framework based on 'scenario + tags' to build a content bank, drive IP and UGC, and structure content into four types: scenario-driven demand creation, product experience, sales conversion, and brand resonance.
空手Traditional FMCG Giants Bet on Ice Cups: Some Call It an 'Addictive' Business?
In 2025, the ice cup market has become more dynamic, with giants like Yili, Mengniu, and Nongfu Spring entering the fray. While pure water ice cups and flavored ice cups are diverging into two tracks, new brands are innovating with flavors and shapes, and the business is seen as potentially 'addictive' due to changing consumer habits.
FBIFMingren Soda Water's Dual-Scenario Growth Strategy
Mingren built growth around two concrete consumption occasions—Chinese banquet drinking and spicy dining—then connected product design, distributor networks, store activation, and social content around each one.
New DistributionScenario: From Advertising to Content
Scenario marketing has long been practiced, but traditional hard ads often fail to deeply engage consumers. By examining cases like Didi and Xiaohongshu, this article argues that effective scenario marketing should occur in real consumer scenarios, using content to simulate scenarios and guide consumer perception, as illustrated by the contrasting approaches of Yanzhiwu and Dong-E E-Jiao.
空手China Resources Beer 2025 Interim Report: Premium Brands Flourish, Profits Hit New High
On August 19, 2025, China Resources Beer (Holdings) Company Limited (HKEX: 00291) released its interim results for the period ending June 30. Despite market fluctuations and industry restructuring, the beer giant, which just celebrated its 30th anniversary, delivered a steady and impressive performance, with revenue growing 0.8% to RMB 23.942 billion and gross margin reaching a record 48.9%.
New Distribution3 Days to Connect with Precision Resources + Learn Top Brand Methodologies! Industry Shakeout, Break Through Now!
The 2025 [New Demand · New Supply] 7th China FMCG Conference, 5th China FMCG Retail Innovation Conference, and 5th China FMCG Distributor Conference are 4 days away. Scheduled for August 19-21, 2025 in Shanghai, China, the event features 100+ expert speakers, 1000+ precise channel connections, 2500+ attendees, and the launch of 2 major industry reports plus a deep-dive distributor growth case collection.
New DistributionInstant Retail: A War FMCG Brands Must Win
The retail ecosystem is undergoing profound transformation. Facing fragmented channels and declining consumption, brands are under dual pressure. Even giants like P&G, Unilever, and Durex are reacting defensively. This article analyzes the underlying logic of the instant retail subsidy war, urging brands to move beyond short-term subsidies and build long-term capabilities in product strategy, system synergy, and scenario penetration to secure their place in the future of retail.
张宇90% of Private Labels Fail Due to Copycatting
In 2025, some say the era of private labels has arrived. Indeed, from last year to this year, more retailers have begun trying private labels, and more brands have started attempting to serve retail enterprises. However, unfortunately, based on current market feedback, very few companies have achieved systematic success. Research shows that most failures stem from: 1) attempting without sufficient scale and lacking upstream supply chain integration capabilities; 2) lacking systematic understanding of private labels, naively believing that copying competitors' products will lead to success...
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