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Breaking Old Channel Patterns, Establishing New Consumer Order: 'Product, Store, Distributor, People, Money, Data' Must Be Redone!
At the CFC·11th China FMCG Conference main forum (March 16-18), Bain & Company global senior expert partner Lu Xiuqiong delivered a keynote speech titled 'Breaking Old Channel Patterns, Establishing New Consumer Order.' She highlighted that China's consumer market is undergoing deep shifts from demographics to channel structures, rendering traditional models for brands and distributors obsolete. Facing new cycles of down-market expansion, divergence, and omnichannel integration, companies must comprehensively rebuild capabilities and redo 'product, store, distributor, people, money, and data.'
鲁秀琼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Genki Forest's Young Product Innovation Laboratory
Genki Forest gives young product managers a public testing stage, a pilot factory, and an agile R&D system so that more small ideas can become testable products before the market decides their future.
New DistributionThe Underestimated County-Level Market Is Starting to Boom!
“Our business was exceptionally booming this Spring Festival, open even during the day on New Year's Eve, and we couldn't keep up with stocking the shelves...” Returning to the county town for the New Year, the author not only noticed many new snack stores but also received similar responses when visiting several. Rather than returning young people driving snack store business, it's more accurate to say that snack stores are well-suited to the soil of lower-tier markets. Of course, it's not just snack stores—Mixue Ice City, Luckin Coffee, KFC, and even Starbucks are blossoming across county-level markets, showing that brand supply is rapidly converging between lower-tier and first- and second-tier cities, reflecting the vigorous consumption power of county markets and the new reality of Chinese consumption: the democratization of mass consumption.
张振宇As Traffic Peaks, FMCG's Winning Move Shifts to 'Efficient Fulfillment'
When supply persistently exceeds demand, shelves become increasingly crowded, and consumer attention is extremely fragmented, a practical question confronts every FMCG professional: in an era of surplus, where can growth still be found? On March 16, the CFC2026 11th China FMCG Conference, co-hosted by New Distribution, Innovation Retail Society, and CFC Going Global, with Anneng Supply Chain as a joint organizer, was held in Chengdu. With the theme 'Advance Toward the C-End,' the conference explored pathways for the FMCG industry. Shi Kunliang, General Manager of Anneng Supply Chain's Marketing Center, was invited to attend and deliver a keynote speech. 'Omnichannel low growth is the norm, and offline negative growth is also the norm. The core reason for the slowdown of major brands in the past is that they lost by relying on past successful experience.' This may also be a common sentiment among many FMCG professionals. After the peak of traffic dividends, the 'winning move' in new retail has shifted from traffic competition to efficient fulfillment; supply chain is no longer a backend cost but the key to breaking through retail dilemmas.
安得智联Major Release | "Next-Generation Distributor White Paper - China FMCG Distribution Insights 2026"
At the China FMCG Distribution and Retail Conference held on March 18, 2026, during the CFC Conference in Chengdu, New Distribution's chief editor Zhou Qun released the "Next-Generation Distributor White Paper - China FMCG Distribution Insights 2026." The white paper argues that the industry is not merely facing a stagnant market but an era of oversupply, where traditional distribution logic is failing, and the next generation of distributors must shift from scale-driven to quality-driven operations, from single-channel distribution to multi-channel layered management, and from being transaction intermediaries to becoming operationally capable matching intermediaries.
周群From Craft Innovation to Industry Leadership: Akuan Food Redefines Health Standards in Convenience Food with Zero-Frying Technology
Under the national 'Healthy China 2030' initiative, the 'Three Reductions, Three Healths' campaign is gaining momentum. The convenience food industry faces the question of how to protect national dietary health while maintaining convenience and taste. Akuan Food's release of the 'Zero-Frying (Non-Fried) New Healthy Convenience Food Development Report Blue Book' provides a significant answer, marking a shift from individual product innovation to industry-wide consensus and technological leadership.
New DistributionBreaking the Bottleneck in Packaged Water's Second Half: How Bama Bainian Embodies 'Bama's No.1 Water'
In recent years, China's packaged drinking water market has been characterized by intense hand-to-hand combat, with giants slashing prices and squeezing margins. Amid this fierce competition, the Bama water segment is surging, and Bama Bainian, with its scarce water source, massive production capacity, and channel empowerment, is positioning itself as the leading brand. The company is set to showcase its products at the Chengdu Sugar & Wine Fair in March.
戚特Where Is the Next Growth Frontier for China's FMCG Industry?
In an era of oversupply, FMCG growth is shifting from channel dividends and distribution coverage toward consumer demand, instant retail, retail remodeling, private labels, global markets, AI, and cross-industry coordination.
New DistributionRetailers Without a Private Brand Strategy Have No Future
In recent years, competition in the retail industry has intensified, and the traditional 'rent-collecting' model is being phased out. For retailers, how to navigate the cycle and become the true 'survivor' or even 'winner'? Developing private brands is becoming the strategic direction and core weapon for more and more retail enterprises. Private brands: a century-old path, but also a strategic choice. As early as 1924, UK's Tesco began selling private label products, a century ago. On this path, there are both successful examples like Costco's 'Kirkland Signature' growing into a global brand, and countless failures that faded away.
薛文发The Underestimated Women's Alcohol Market Is Redefining the Second Half of China's Alcohol Industry
In the grand narrative of Chinese business history, some changes are thunderous, like the impact of e-commerce on brick-and-mortar stores, while others are quiet and deep, such as the explosion of the women's alcohol market. For a long time, the industry's interpretation of this phenomenon has been filled with arrogance and prejudice, defining it as a supplementary market or a marketing gimmick. However, this shift represents a historic transfer of power in alcohol consumption, moving from patriarchal social tools to humanistic lifestyles, and signaling a second enlightenment for China's alcohol industry.
戚特2025 Consumption Review: 10,000 Stores No Longer Rare, 100 Billion Just Passing Grade
In 2025, China's consumer market saw moderate growth in total retail sales of consumer goods, while the baijiu industry underwent deep adjustment. Despite this, sectors like trendy toys, ancient gold jewelry, and 4-yuan lemonade attracted capital attention, with Pop Mart, Laopu Gold, and Mixue Bingcheng collectively surging in Hong Kong. Amidst this ice and fire, consumer companies are undergoing a quiet evolution.
杨硕In the Next Five Years, Distributors Will Have Only One Lifeline: 'Extreme Efficiency'
In the past two years, New Distribution has heard the most common refrain in market visits: business has become difficult. Both brand owners and distributors feel the same, even if they maintain or slightly grow. Facing this sustained downturn, many distributors are lost, wondering if their product selection is wrong, if they should wait for the next trend, or if the market will recover after this period. The problem is often not a lack of effort, but that the old map in hand fails in the new world. Past experience gradually becomes a burden; the more skilled, the easier it is to misapply effort.
AsherBrand Globalization: Scenario Insight and User Research
Going global is a hot topic, with more companies targeting overseas markets. Despite trade frictions, globalization is irreversible. China's complete industrial system and advanced marketing methods position it to create world-class brands. This article explores how to understand overseas consumers through scenario-based insights, using Cargo Bike and Haidilao as case studies.
空手Heavyweight | Latest 2026 Lightning Warehouse Brand Inventory
If before 2025 the industry was still debating what lightning warehouses are and how to operate them, then standing at the crossroads of 2026, when we examine the latest industry data, a brutal and clear reality has emerged: In 2026, instant retail has completely bid farewell to the era of 'burning money to tell stories' and completed an evolution from 'new and fast' to 'real and accurate.' The so-called shift from 'new' to 'real' means the industry no longer believes in the myth of scale through land grabbing, but instead focuses on 'true density'—only with sufficient regional density can logistics costs be minimized and store profits be real.
汪海Being an Outlier Who Respects Common Sense: 2026 Pop Mart Narrative White Paper
Pop Mart is the most surreal company of 2025: LVMH's Greater China president joined as a non-executive director, and revenue doubled with net margins over 30% while the stock price plummeted. This paper argues that Pop Mart, like Moutai, is an outlier that respects common sense, and that misperceptions about its business model—from 'non-essential' products to Labubu dependence—stem from applying outdated logic to a new species of IP company.
梁将军The Survival Rule for Enterprises in 2026: No C-end, No Future
Amazon founder Jeff Bezos once said: "I often get asked, 'What will change in the next ten years?' But I rarely get asked, 'What will stay the same in the next ten years?' I think the second question is more important than the first, because you need to build your strategy on the things that don't change. All in on the things that don't change—what an exciting principle." For the FMCG industry, this 'unchanging thing' is the deep cultivation of C-end user value. No matter how difficult it is to advance now, it is urgent to deploy on the C-end.
朱朝阳The Next Five Years: Who Will Survive and Who Will Be Eliminated?
China's baijiu industry is bidding farewell to high-speed growth and entering a deep adjustment phase of 'stock competition plus structural upgrading,' with volume declining and prices rising. The industry is undergoing comprehensive restructuring in ecology, marketing, and distribution channels, with consolidation accelerating toward leading players and digitalization disrupting traditional models.
思考派New Retail Trends Hidden in the 'Hema Zone'
Hema, which has been quietly surging ahead, is increasingly showing its 'Hema Zone effect.' A recent report vividly illustrates the symbiotic relationship between new retail enterprises and urban commercial districts. It's time to redefine the 'lower-tier market' and let the 'emerging market' take center stage. The demand for quality consumption in emerging markets is strong and rising, narrowing the physical and psychological distance between new retail brands and consumers, fostering mutual growth among brands, commercial districts, and other stakeholders. Behind this trend, the era of super-strong retail brands has arrived.
吴文武In the Next 10 Years, It's Not About Eliminating Middlemen, But Eliminating 'Movers'!
The 11th China FMCG Conference, themed 'Advancing Toward the C-End', will be held in Chengdu from March 16-18, 2026. As the FMCG market shifts from incremental growth to an era of surplus, the industry must focus on the consumer side to redefine the supply chain. The conference will explore how brands, distributors, and retailers can build a unified supply-demand loop around the C-end, with key topics including redefining middlemen, instant retail supply, and overseas expansion.
New DistributionDecoding Crayon Shin-chan's Pioneer Gene: An 'Innovative Living History' of the Jelly Industry
In the fast-iterating snack food market, leading a trend is already difficult. However, one company has defined and reshaped the boundaries of the jelly category three times over more than two decades. The development history of Crayon Shin-chan Leisure Food Group is a veritable innovation evolution history of China's jelly industry, making it a true pioneer and game-changer. Its innovation journey has not been achieved overnight but is a systematic transformation that starts with form, matures with value, and looks to the future. Let's use three key years as anchors to decode how this company, as a 'thinker' and 'strategist', has built a cross-cycle 'product innovation chronicle'.
New DistributionMajor Release | Essential for New-Quality Distributors: 2025 New Alcoholic Beverage Industry Development Report
China's alcoholic beverage industry is entering an unprecedented structural cycle. While traditional alcohol faces overall pressure, new alcoholic beverages are surging with a compound annual growth rate of 37.18%, expected to reach 135.1 billion yuan by 2025. This dramatic contrast is not a simple category shift but a migration in the logic of alcohol consumption.
周群Innovation Logic Still Being Rewritten: Reviewing Over a Thousand New Products, We Distill 6 Major Food & Beverage Innovation Directions for 2025
Based on public information about new product launches in the global food and beverage industry in 2025 (covering China, Europe, the US, and Japan), the author reviewed over 1,000 new products and identified 6 major trends: Trend 1: Supplements as Snacks; Trend 2: Mild Stimulation; Trend 3: Convenience Without Compromise; Trend 4: Everyday Stress-Relief Ingredients; Trend 5: Tangible Regeneration; Trend 6: Developing Fan-Oriented Products.
FBIFReviewing 2025: Top Ten Keywords in the FMCG Industry
In 2025, changes in the FMCG industry are no longer about 'a certain channel being hotter' or 'a certain category being more competitive,' but a more fundamental shift: the sources of growth, the distribution of profits, and the threshold of capabilities are all changing. On one hand, consumers are more cautious, more fragmented, and more in pursuit of certainty; on the other hand, platforms, retailers, brands, and distributors are accelerating cross-border role swaps, rewriting the previously clear division of labor into new forms of collaboration. We see instant retail moving from accelerated growth to ecosystem warfare, private brands evolving from supplementary items to strategic pillars, and major players entering the fray, integration of supply and retail, emotional consumption, going global, AI implementation... These changes are not isolated but collectively drive the reconfiguration of the industry's value chain. Based on continuous observation of industry trends, New Distribution has compiled the 'Top Ten Keywords for the FMCG Industry in 2025' for practitioners' reference.
刘珍