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Top 10 Keywords in the FMCG Industry for the First Half of 2022
In the first half of 2022, the FMCG industry faced another round of pandemic challenges. This article reviews the top 10 keywords that defined the industry's efforts, changes, and trends, including prepared dishes, brand crossovers, the metaverse, Chinese-style nourishment, Douyin algorithms, digitalization, private domain traffic, community group buying, new consumption, and returning offline.
冯瑶Combining "Product + Channel" Strategies: Is the Cereal Industry Still "Old Ginger Is Spicier"?
In the food sector, brand rejuvenation is a clear trend, and cereal is no exception. Having been in the Chinese market for years, cereal has shed its image of being single-flavored and troublesome to cook, becoming not just a "senior breakfast" with health benefits but also a top choice for "meal replacement" that is both delicious and healthy, a staple grain food in young people's homes. Relevant data shows that the domestic cereal market has a stable existing space and huge potential, attracting many new brands. Singapore's Viz Branz Group (hereinafter referred to as Viz Branz), whose GoldRoast cereal has stood firm in the Chinese market for 30 years, completed the formation of a new management team earlier this year, making further clear plans for the brand's future development, making an innovation imperative.
New DistributionA Few Small Trends Happening on the Frontline of the Market
After two months of field visits across more than 20 cities, a veteran FMCG manager observes subtle but accumulating changes in channels and terminals, from the consolidation of fragmented channels in high-tier cities to the resilience of traditional core channels in lower-tier markets, and the varying anxieties and strategies of distributors and retailers by city tier and scale.
许翔 Ryan XuFrom China Resources Snow Breweries' First Annual Sustainability Report: The Era of High-Quality Development in China's Beer Industry
On June 14, China Resources Snow Breweries released its first annual sustainability report, replacing its previous social responsibility reports. The report outlines the company's practices in product innovation, management reform, environmental protection, employee growth, partner development, and social welfare, reflecting its commitment to high-quality development.
小新Why Junlebao's New Lezhen Formula Has Become the Undisputed Choice in the Market?
Recently, Junlebao's Lezhen brand underwent a comprehensive upgrade, leading the lactoferrin formula segment with a golden ratio of 100mg/100g lactoferrin. This marks another ultra-premium flagship product following Youcui Organic Formula. As China's demographic dividend fades with declining birth rates, the infant formula industry has entered a stage of stock market competition, where core competitiveness now hinges on brand, product diversification, mature user management, healthy growth targets, stable pricing, and full industry chain coordination.
AmyConsumer Spending Hit Hard: A Panorama of Store Closures and Contractions in Physical Retail
The pandemic has dealt a heavy blow to consumer spending, forcing many physical retailers to close stores or shrink operations. From restaurants to new consumer brands and supermarkets, businesses are struggling to survive, with closures and losses becoming widespread.
晴山Reflections on Consumption Changes Amid the Pandemic: Looking at the Future of Discount Chain Stores in China Through the Retail Evolution of the US, Germany, and Japan
Consumers are gradually returning to the essential value of goods. How will discount retail open a beautiful new world? Shanghai's lockdown has lasted over two months, and most residents have experienced a journey from racing to buy groceries online, to bartering and hoping for community supplies, to ultimately relying on community group buying led by group leaders for all daily necessities. In this special context, group-buying behavior centered on group leaders has covered almost all of Shanghai's 25 million residents, providing basic guarantees for people's lives to a large extent.
陈十一30 Observations on Consumption Trends, Opportunities, and Challenges After the Pandemic
Data shows that the FMCG industry has been significantly impacted. In April, total retail sales of consumer goods fell 11.1% year-on-year, with declines in most categories except beverages, grain and oil, and medicine. Consumption sentiment is cautious, with a trend toward conservative spending rather than downgrading. Channel inventory is high, and companies face cost pressures and sales challenges. The competitive landscape remains stable, but new opportunities exist in prepared dishes and compound seasonings. Recommendations include prudent investment, product structure adjustment, and embracing new retail channels.
道农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Seven Major Trends in the Future Development of Distributors
The resurgence of COVID-19 outbreaks has put distributors, who were already struggling, under renewed pressure. However, this article is not about the business challenges under the pandemic. Outstanding and capable distributors have always emerged through rounds of market changes and harsh environments. Facing business fluctuations, operators should always be rational optimists: optimism is the business mindset, while rationality is the business science. By understanding industry trends and adhering to correct, professional, and optimistic business practices, as long as you stay on the right path and persist, for distributors, this is just a test on the road to distant success.
袁来Targeting Sweat Scenarios in Sports, What is the Market Prospect of Blue Moon's Sports Laundry Detergent?
On May 10, the signing ceremony for the official exclusive supplier of the 31st Summer Universiade and new product launch was held. At the event, Blue Moon announced its role as the official exclusive supplier and launched a major new product: Blue Moon Sports Laundry Detergent. As an industry leader, sponsoring a world-class sports event and launching a sports-specific detergent raises questions about the strategy and uniqueness of this product. New Distribution, as an observer of industry channels, analyzes this from a distribution perspective.
秦淮In-depth Insights | Anatomy of Five Major Retail Trends in 2022
The pandemic's repeated impact continues to weigh on the consumer market, with total retail sales of consumer goods reaching 44.0823 trillion yuan in 2021, up 12.5% year-on-year. Amidst this, five key trends are emerging:业态分化加大,品质消费提升;零供关系变革,厂商界限模糊;国货国潮兴起,Z世代成主力;线上监管强化,线下迎来转机.
利丰研究中心Not Stingy with Money but "Stingy" with Goods: A New Consumption Trend
Young consumers are becoming more rational and practical, focusing on quality and need rather than price alone. They seek the best value, avoid waste, and embrace green consumption, reflecting a shift from mere frugality to a deliberate rejection of excess.
点外卖的DT君Major Release | FoodPlus "2021 China Food & Beverage Consumer Products Annual Entrepreneurship and Investment Report - Full Version"
FoodPlus has consistently focused on building the ecosystem for China's food and consumer products entrepreneurship and investment. This report, the first of its kind, provides a comprehensive and in-depth analysis of the sector's development in 2021, covering investment data, trends, and insights from founders and investors.
FoodPlus团队A Comprehensive Overview of Major Players and Business Models in China's Pre-prepared Dish Market
In 2021, the pre-prepared dish market reached 340 billion yuan, a year-on-year increase of 18%, and was listed by Tmall as one of the top ten trend products for Double 11. Currently, Chinese households spend an average of 1 hour and 35 minutes per day on cooking, and compared to 2000, 45.9% of families have reduced their kitchen cooking time by about 45 minutes. Compared to cooking or waiting for delivery, pre-prepared dishes are undoubtedly a time-saving and labor-saving choice. With their pre-processed product characteristics, the dishes cooked are not only of high quality but also better meet health and safety requirements in terms of raw materials and nutritional pairing.
胡钶Master Kong's Counter-Trend Growth: Aerospace Empowerment Opens a New Landscape
In April, China's aerospace sector will once again trend online. From 1 day to 6 months, and from 1 person to 3, China has repeatedly broken records for space stays, with Shenzhou-13 now in its return countdown. On March 24, CCTV reported that the three astronauts had begun return preparations, with the return mission scheduled for mid-April. This mission, the longest crewed flight in China's history, marks a new milestone in building a space power. As a five-year partner of China's aerospace program, Master Kong has leveraged this strategy to drive growth and fulfill its corporate responsibility.
田静Star Chart Data | 2022 E-commerce Development Analysis Report
This report by Star Chart Data reviews the volatile e-commerce industry in 2021 and looks ahead to the challenges of 2022 amid recurring COVID-19 outbreaks. It analyzes the current state of e-commerce, comprehensive e-commerce platforms, live-streaming e-commerce, community group buying, and new retail.
星图数据A Comprehensive Analysis of Functional Foods: New Opportunities for Health Foods in the New Consumption Era
In the wave of new consumption, functional foods have become a hot track for category innovation. Whether as a supplement, optimization, or replacement for Chinese dietary habits, they are significantly reshaping the composition of modern food categories. This article aims to clarify what functional foods are, which evolutionary needs of human food consumption they address, and where future opportunities for health foods lie.
Gavin"Light Salt" Becomes a New Trend, Wujiang Pickled Mustard Makes a Major Entry!
A talk by Zhang Puhong, deputy director of the George Institute for Global Health (China), highlighted that Chinese people consume more than double the recommended daily salt intake. This has spurred a trend towards reducing salt in food, with Wujiang pickled mustard launching a new light-salt product to meet health demands.
田静The Controversial Pre-Made Dishes: Would You Choose Them?
Last week, 21 pre-made dish concept stocks on the Shanghai and Shenzhen stock exchanges continued to strengthen. As of January 20, Delisi (002330.SZ) hit the daily limit for 7 consecutive days, while Haixin Foods (002702.SZ) and Fucheng Shares (600965.SH) had four consecutive limit-up days. Guolian Aquatic Products (300094.SZ) rose about 100% since the start of 2022. A research report by Shanxi Securities predicts that China's pre-made dish market will reach 340 billion yuan in 2021, a year-on-year increase of 18%. In the next 3-5 years, the industry is expected to become the next trillion-yuan catering market.
联商网编辑部Understanding Hema: The Key to Retail's Next 20 Years
Hema is planning a funding round, while various new retail models have fought from first-tier to fifth-tier cities over the past two to three years, severely weakening traditional retail giants but also leaving themselves struggling. This outcome was foreseeable before the pandemic, which only created an illusion of prosperity, ultimately benefiting consumers but losing investors money. Today, amid the most intense transformation in China's retail industry, we should consider what retail will look like in 20 years. We believe Hema best represents the future. This analysis is based on interviews with over 20 experts and research on more than 30 Hema stores.
蒋文伟From 2021 to 2022: 10 Key Brand Trends We've Summarized
In 2021, the consumer industry and brands faced both the best and worst of times. With dividends from new demographics, platforms, capital, and infrastructure, Chinese consumer brands rose rapidly, but as dividends faded, the law of the jungle prevailed. This article summarizes five key trends for 2021 (niche categories, wild consumption, rational consumption, from seeding to tree planting, and the metaverse) and five for 2022 (content as a carrier, brand-effect synergy, people-centricity, spiritual consumption, and consumption equality).
刀法行研A 98-Yuan Box of Jelly Sold Out on Its First Day?! What's Liuliumei's Secret?
Recently, a news story about a box of jelly priced at 98 yuan selling out on its first day went viral, sparking widespread discussion. The jelly, which turned out to be Liuliumei's groundbreaking new category 'Mei Dong', saw explosive sales upon launch, with distributors scrambling to order it.
小新How to Do Marketing in 2022? Look at Several Marketing Development Trends from 2021-2022
Reviewing 2021, many new marketing tactics emerged, such as the new concept of 'metaverse' and 'private domain traffic'. This article sorts out several marketing focuses, key words, and marketing development trends in 2021 for reference by brand owners and distributors in the upstream and downstream of the industry.
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