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"Zero Sugar" Becomes a Scam, While "Light Salt" Becomes a Trend?
In the light salt sector, there is no benchmark company like Genki Forest yet. The George Institute for Global Health's deputy director Zhang Puhong joked that reducing salt intake might help Chinese football. With health trends, young consumers are reducing salt, but the sector faces challenges such as high prices, misleading marketing, and consumer preference for heavy flavors.
响马0 Sugar, Low Fat, Plant-Based... Old and New Giants Battle in the 300 Billion Yuan Yogurt Market
The yogurt industry is already a red ocean, but the battle for niche ecosystems in the 'low-temperature zone' seems to be timely. The consumer market has once again witnessed a capital frenzy. On March 25, Jane Yogurt announced the completion of a total 800 million yuan Series B financing round, with new investors including Sequoia Capital China, Yunfeng Capital, and others.
王吨吨Heavyweight | Full Version of the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets" Released
As competition in first- and second-tier markets intensifies, lower-tier markets have become a breakthrough for consumer goods companies and internet companies seeking new growth. Major internet companies are also laying out strategies to seize the dividends of lower-tier markets through sharing and community group buying. Meanwhile, brand owners and distributors are actively seeking more store coverage and consumer reach through cooperation with new business formats such as B2B and community group buying. Correctly understanding lower-tier markets and their consumers has become a crucial prerequisite for FMCG companies and internet giants to win the battle in these markets, and the digitalization of retail stores in lower-tier markets has become a key lever.
New DistributionThe Future of Intermediaries: A Once-in-a-Century Opportunity
2021 marks the end of the old business cycle and the beginning of a new one, characterized by intelligent commerce. All entities in the supply-demand chain—producers, suppliers, and distributors—are being redefined, modularized, and reorganized. This shift from industry position competition to ecosystem competition presents a historic opportunity for intermediaries.
任小东International Consumer Expo Opens Soon: Opportunities to Tap into Hainan Free Trade Port
The first China International Consumer Products Expo (CICPE) will be held in Haikou, Hainan from May 7 to 10, 2021, following the Boao Forum for Asia Annual Conference. As the Hainan Free Trade Port construction accelerates, companies like Guojian Group are seizing opportunities in duty-free shopping and cross-border e-commerce, leveraging their brand Goldmax (Gaopei) to expand globally.
陈谨文Crossing Cycles: Decoding Blue Moon
On April 20, Chnbrand released the 2021 (11th) China Brand Power Index (C-BPI) report, ranking Blue Moon's laundry detergent and hand soap products first for the 11th consecutive year (2011-2021). On April 22, data from the China General Chamber of Commerce and the China National Commercial Information Center showed Blue Moon's laundry detergent ranked first in comprehensive market share for 12 consecutive years (2009-2020), and its hand soap ranked first for 9 consecutive years (2012-2020).
秦淮Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations
In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies. To truly excel in digital connection and operations, retail enterprises need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel, focusing on the development concept of 'New channels, new penetration; old channels, new upgrades,' providing a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled 'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'
miyaMaster Kong's Sugar-Free Iced Black Tea Garners Widespread Optimism at Launch: What's Behind It?
Recently, the launch of Master Kong's new sugar-free iced black tea has sparked widespread industry discussion, with most observers taking a positive view of its future. Given the constant stream of new products in the beverage sector each year, it's worth analyzing why Master Kong's move has attracted such optimism.
New DistributionDown to Towns and Villages: The Operational Methodology of the 'Sinking Market'
Rural revitalization is essential for national rejuvenation. Following the Two Sessions, rural revitalization has become a key direction for economic development over the next five years. Consumption data shows that rural residents' income and consumption expenditure growth rates have outpaced urban areas in the past two years, indicating greater growth potential. For some FMCG brands, this is undoubtedly a huge positive. In the current fiercely competitive offline market, where retaining existing market share is difficult and finding new growth is challenging, the vast opportunities in the sinking market will become the next battleground. The author combines personal experience to outline the methodology for exploring county-level market opportunities.
邢仁宝Sishijiu Fang A-Round Valuation Reaches 5 Billion Yuan, Led by Cathay Capital with Pernod Ricard's Chuangxiang Huanju Following
On April 21, Sishijiu Fang held its A-round financing conference in Beijing, announcing a valuation of 5 billion yuan, the highest among publicly valued startup new retail liquor companies. The round was led by Cathay Capital, with Chuangxiang Huanju, a fund under Pernod Ricard, participating. The event also featured strategic signings with People's Creativity and Zhongjun Kaixuan.
New DistributionMondelez Greater China VP Zhu Yijing: Thoughts and Responses on Omnichannel Business Development
At the recent China FMCG Channel Innovation Conference, New Distribution invited Ms. Zhu Yijing, Vice President of Mondelez Greater China, to share her insights. As a century-old global leader in biscuits, chocolate, gum, candy, and powdered beverages, Mondelez has consistently navigated industry cycles. Zhu, responsible for sales, shared her strategic thinking and responses to the rapidly changing retail environment, which New Distribution has compiled and excerpted.
朱忆菁Capital: Community Group Buying Market Estimated at 500 Billion Yuan, Channel Transformation May Reshape Brand Landscape
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, the leading new media in the FMCG industry, was held grandly from April 1-3 in Chengdu. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies. The discussion on community group buying has evolved from its initial formation in 2018, to the emergence of the 'old three groups' in 2019, and the 'new three groups' and major players in 2020, leading to widespread consumer acceptance and a common understanding today.
丁浙川Tian Hao, Vice President of Dmall: Retail Digital Transformation Empowers the FMCG Industry, Focusing on Place, Coordinating Product, and Connecting People
At the 6th China FMCG Channel Innovation Conference, Tian Hao, Vice President of Dmall, shared insights on how retail digital transformation can empower the FMCG industry. He emphasized the importance of digitizing people, products, and places to improve efficiency and drive growth for both retailers and brands.
New DistributionMoutai Wins, Young People Lose
Moutai's popularity has fueled a boom in sauce-flavored liquor, but this success may not last as younger generations question the traditional drinking culture and marketing tactics. The article argues that the industry's reliance on 'consumerist discourse hegemony' and the power dynamics of the Chinese drinking table may alienate the next generation of drinkers.
响马老苗Heavyweight | Release of the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets"
From April 1 to 3, the "2021 (6th) China FMCG Channel Innovation Conference" was successfully held in Chengdu, hosted by New Distribution, co-hosted by Innovation Retail Society, Community Forest, and Teacher Liu's New Marketing, and guided by the Distributor Branch of China Condiment Industry Association. The conference attracted over 3,000 brand owners, distributors, community group buying platforms, and related industry practitioners from across the country, with a full house and unprecedented scale. At the main forum on the morning of April 1, Zhao Bo, founder of New Distribution, released the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets."
New DistributionIn-depth Review: Lanju's Three Innovation Battles over Nearly 40 Years
Lanju, a leading Chinese household insecticide company, has maintained market leadership through continuous innovation in products, brands, and channels. From its first electric mosquito repellent in 1982 to a 26.5% market share in mosquito coils by 2020, Lanju's strategies include R&D investment, brand rejuvenation for young consumers, and proactive channel adaptation.
陈峰From Liangmianzhen and Tianqi's Fall to Yunnan Baiyao and Darlie's Rise: The Love-Hate Saga of the Toothpaste Market
On World Oral Health Day, the toothpaste market sees new moves from brands like Yunnan Baiyao and Canpar, backed by ByteDance. Despite the market's maturity, opportunities remain as brands innovate with flavors, packaging, and ingredients, while regulatory tightening promises a healthier future.
财经新媒体The Future of Sales Representatives: Trapped in Algorithms Like 'Riders', or Squad Leaders 'Calling for Fire Support'?
This article explores the dual nature of the internet for sales representatives in the FMCG industry, using the analogy of food delivery riders constrained by algorithms and the concept of 'squad leader warfare' from Huawei and Feng Lun. It argues that digital marketing transforms the traditional push-based channel model into a pull-based one, empowering frontline salespeople to make decisions and call on backend resources, thus changing their role from mere executors to strategic leaders.
刘春雄Distributors That Only Do Logistics and Delivery Have No Future!
Scan the QR code in the image to register. Research in third- and fourth-tier cities reveals many 'puffy' distributors with high annual sales but meager profits, lacking independent commercial flow capabilities. These distributors are essentially in the logistics and delivery business, not distribution, and are unsustainable. The article discusses the shift from the 'office + logistics distributor' model to empowering distributors with commercial flow capabilities, and offers strategies for preserving existing business and pursuing growth.
New DistributionRoland Berger China Report: Five Key Factors for Building New Consumer Brands!
Recently, many research institutions, investors, and financial media have been discussing Generation Z. According to QuestMobile's 2020 Gen Z Insight Report, Gen Z consists of those born after 1995 and after 2000. In November 2020, the number of active Gen Z devices on China's mobile internet reached nearly 325 million, nearly doubling from 166 million in the same period in 2016, making Gen Z a new force among mobile internet users. According to Roland Berger (one of the world's top strategic management consulting firms), Gen Z will also be a key group driving China's new consumption wave.
罗兰贝格Exclusive Investigation: Instant Noodles Suddenly in Short Supply, Will They Run Out During Spring Festival?
“Instant noodle supplies in our Xuzhou region have recently become tight, and distributors' warehouses are basically empty,” a distributor reader reported to New Distribution on January 26. New Distribution quickly conducted a market survey covering distributors and brand sales managers in Beijing, Hebei, Jiangsu, Shaanxi, and other regions. The survey found that instant noodle supply in multiple regional markets experienced a certain degree of shortage at the channel level. Many distributors in various regions saw their warehouses empty, but new stock was hard to order or still in transit...
陈思廷Shihui Tuan Surpasses 15 Million Daily Orders, New Landscape in Community Group Buying Competition
According to the latest news from New Distribution, Shihui Tuan has surpassed 15 million daily orders. This is another major industry event one month after Shihui Tuan secured $196 million in funding led by Alibaba in early December. Meituan Youxuan announced it has reached 20 million daily orders, while Duoduo Maicai's national daily orders stand at 12 million... Xingsheng Youxuan also hit 12 million daily orders in November 2020. Compared to the timeline...
秦淮Consumer Trends: 'Branding' on One Side, 'De-branding' on the Other
The article explores the dual trends of branding and de-branding in consumer markets. It argues that while China is seeing increased brand concentration, there is an undercurrent of de-branding, exemplified by companies like Nanjiren and Xiaomi that challenge traditional brand premiums.
人神共奋New Book Launch | Community Group Buying: Trend or Fad?
Amid the pandemic, while traditional brick-and-mortar businesses face unprecedented crises, two new retail tracks stand out: livestream e-commerce and community group buying. Community group buying, a new retail model that has spread from second- and third-tier markets to the whole country, is not a fad designed by internet circles but a new community retail business form discovered by traditional retailers through trial and error in the internet era. In our view, it is not a capital-driven fad but a 'third retail revolution' emerging from the grassroots, with the potential to transform China's retail industry.
陈海超 杨顶刚