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Heavyweight | 2019-2020 China FMCG Community Group Buying Industry Report (with download)
Affected by the epidemic, community group buying has attracted increasing attention from brand owners and distributors, who are eager to try it. However, as the impact of the epidemic gradually weakens, will community group buying become a regular distribution channel? What value and significance will it bring to brand owners and distributors? How should they cooperate with community group buying platforms? Based on these questions, the New Distribution research and consulting team, together with dozens of community group buying platforms, supply chain enterprises, and software warehousing service providers, has compiled the "2019-2020 China FMCG Distribution Channel Report - Community Group Buying".
新经销咨询团队Heavyweight | 2019-2020 FMCG B2B Industry Trend Report (with download)
Since its emergence and rapid development in 2003, FMCG B2B has attracted increasing attention from brand owners and distributors. As a new digital channel born in the era of mobile internet, B2B not only helps brand owners fill channel gaps, reach more retail outlets, and gain market increments, but also points the way for the evolution of China's FMCG distribution channels, helping brand owners and distributors optimize channel structure and distribution costs, improve distribution efficiency, and ultimately promote the development of the FMCG industry.
新经销咨询团队A Practitioner's Deep Review: The Essence, Inherent Problems, and Future Possibilities of Community Group Buying
Like other trends, community group buying started in 2018 and gradually faded after a year and a half, leaving only a few leading companies quietly cultivating and merging. However, the outbreak of the pandemic has brought this business model, which combines fresh produce, home delivery, and private domain traffic, back into the spotlight. For players forced into the game, what kind of market is community group buying now? What possibilities and new opportunities lie ahead? Recently, in a sharing session for members of Langchao New Consumption, Xing Yunfei, who entered the community group buying industry in 2017 and held senior positions at several well-known platforms, deeply reviewed the current landscape, models, inherent problems, and future directions of community group buying.
邢云飞City Manager: Selling Best-Sellers Is for Survival, Selling New Products Is for the Future—Both Must Be Strong!
After the morning meeting, Lao Wang instructed the team to stay at the office and watch the headquarters' live new product launch online. The team, however, showed little enthusiasm, with comments like 'ugly packaging' and 'too expensive.' Lao Wang decided to correct their attitude, emphasizing that in today's market, selling best-sellers is for survival, while selling new products is for the future. Under the new omni-channel distribution landscape, frontline teams must upgrade their product strategy.
许翔 Ryan XuFuture Trends and Countermeasures for Channel Changes in the Next Three to Five Years
Western marketing emphasizes brand, while Chinese marketing has always emphasized channels. In the next three to five years, channels will see online-offline integration, fragmented transaction scenarios, and the emergence of new traffic models. Brands must adapt to these changes by enhancing their capabilities in technology, management, and innovation to seize new opportunities.
赵波Ipsos Inventory: 81% of Popular Ad Slogans in China in 2019 Came from Elevator Media
According to the "2019 China Popular Advertising Slogans Audience Research Report" released by Ipsos, slogans that are catchy, resonate with life participation, and are brainwashing are more likely to occupy consumers' minds. From the analysis of consumers' memory channels for various types of popular slogans, attractive ad copy that frequently contacts audiences through mainstream media such as elevators, the internet, and television is more easily remembered. This survey mainly targeted people with monthly income above 4,000 yuan in Beijing, Shanghai, Guangzhou, and Shenzhen, and above 3,000 yuan in other regions except Xinjiang and Tibet, aged 18-60, with a total sample of 2,000 people.
BrandyAfter the Pandemic, Where Will Community Group Buying Go?
At the start of 2020, affected by the pandemic, people's activity radius across the country was greatly reduced. Many retail enterprises suffered heavy losses, but the pandemic also forced businesses to adjust and evolve, with more physical retailers and even brands beginning to try community group buying. This model has gained user base and may change consumers' future fresh food purchasing habits.
New DistributionVita Lemon Tea Poised to Become Next 5 Billion Yuan Product, But Faces Siege from Giants like Master Kong and Coca-Cola!
In recent years, the bottled tea market has seen a flurry of new products. Lemon tea, as a basic flavor in the tea beverage category, has evolved from being dominated solely by Vita Lemon Tea to attracting major players like Master Kong, Dongpeng, Coca-Cola, and COFCO, who have successively entered the market with their own offerings. As a niche segment, what does the future hold for the lemon tea market, and which brands might impact Vita Lemon Tea?
阿图The Future of Nongfu Spring Is Definitely a Tech Retail Company
As the overall economic growth enters a stage of stock, through technological upgrading, internationalization, and retail terminal layout, a new growth curve is opened. With the help of capital, the new story of long-termism is just beginning. After the news of Nongfu Spring's listing was made public, almost everyone turned their attention to this well-known domestic beverage company, eager to get a first glimpse of its true face. Of course, before this, there had been multiple reports that had obtained some real data about Nongfu Spring through indirect means.
曹玥When Wahaha Spends 200 Million on E-commerce: Never Go Against the Trend!
The situation is indeed stronger than the individual! A few years ago, Zong Qinghou, who had topped the Hurun Global Rich List (mainland China) three times, was skeptical of Jack Ma's e-commerce model. Now, at 74, he has finally embraced e-commerce by registering Hangzhou Wahaha E-commerce Co., Ltd. with 200 million yuan. From resisting to embracing e-commerce, Zong Qinghou's journey reflects the dramatic changes in China's business ecosystem.
电商君本尊Beer Industry Competes for Premium Dividends, Domestic Giants Erode Budweiser APAC's Market
2020 was supposed to be a 'big year' for the beer industry with the Champions League, European Championship, Olympics, etc., but the global pandemic has brought uncertainty. As nightlife consumption resumes in some cities, the industry faces a challenging recovery, with major players like China Resources Beer and Budweiser APAC reporting significant revenue declines in early 2020, yet the trend towards premiumization remains unchanged.
党鹏Heavyweight | 2019-2020 China FMCG B2B Platform Research Report (with download)
With the accelerated nationwide penetration of e-commerce giants Alibaba Retail Link and JD New Path, the Matthew effect in the B2B industry has become more pronounced, intensifying competition and squeezing the living space of small and medium-sized platforms, thus speeding up the survival of the fittest. According to incomplete statistics from New Distribution, as many as 108 FMCG B2B platforms ceased operations or transformed in 2019 alone, with industry resources and attention converging on leading platforms. On the other hand, under competition, we see regional B2B platforms represented by Kuailai Zhanggui, Wanquan Mall, and Rongcheng Yigou, while based in their regions, continuously expanding their reach to surrounding areas, enhancing their comprehensive competitiveness, and carving out a unique development path in an industry landscape already dominated by Alibaba Retail Link, JD New Path, and Yijiupi.
新经销咨询团队How to Turn Around a Market That Has Been 'Ruined'?
In the FMCG industry, marketing teams and distributors often face the challenge of taking over a 'ruined market'—one that has deteriorated from a previously good state, making it harder than a new market due to poor terminal relationships, unresolved issues, and lack of breakthroughs. To break the deadlock, this article proposes a systematic approach: first, set clear goals through 'four determinations' (market, policy, target, incentive), then take proactive actions through 'four do's' (stocking, display, notification, reward), ultimately revitalizing the market.
海游Why Are Chain and Brand Development the Ultimate Destination for Retail Small Stores?
1. What capability blind spots do traditional retail small stores have? 2. What problems did the COVID-19 'black swan' expose in traditional supply chains? 3. Why is chain and brand development the inevitable path for retail small stores? Recently, New Distribution officially released the '2019-2020 FMCG Retail Small Store B2B Competitiveness Report' (hereinafter referred to as the 'Report'), which, through a sample survey of 6,030 stores in 112 cities nationwide, provides a clearer and more comprehensive understanding of the survival status and procurement channel structure of China's 5.8 million small stores, and more importantly, enables us to judge and predict the development trends of millions of retail small stores and future channel changes in China based on the data changes.
刘少德Inventory | 2019 Beverage Growth Rate Competition: Jinmailang, Nongfu Spring, and Ganten Continue to Lead!
The beverage industry is one that never goes out of style. Perhaps because of this, competition in the beverage industry has always been fierce, with players coming and going. Based on Nielsen's Q4 2019 rolling annual total growth rate data compared to the same period last year, the author takes stock of the growth rates of beverage giants over the past year. MAT2019Q4 vs MAT2018Q4, MAT2018Q4 vs MAT2017Q4. According to the data in the table, Jinmailang leads by a wide margin with a 42% growth rate, ranking first.
何年Report | 2019-2020 FMCG Retail Store B2B Competitiveness Report (Download Included)
With the rapid development and penetration of digital tools, e-commerce has become an indispensable part of people's lives. As a new procurement method for traditional retail stores, B2B platform ordering is increasingly accepted by small store owners. Especially after the entry of Alibaba's Retail Link and JD's New Path, the FMCG B2B industry has gained unprecedented attention from brand owners. To help FMCG professionals better understand the current development of the B2B industry, the procurement proportions of traditional retail stores across different channels, and the comprehensive competitiveness of platforms in various regions, the New Distribution research and consulting team has compiled this report.
新经销咨询团队Three Squirrels, Bestore... Four Predictions for the Snack Food Industry: From Channel Domination to New Retail
The snack food industry has evolved from traditional channels to e-commerce and now to new retail, with changing consumer preferences and business models. This article reviews the development of typical enterprises like Three Squirrels and Bestore, analyzes the industry's constants and changes, and offers four predictions for the future.
游游At the Peak of the Trend, Who Will Benchmark Against Genki Forest?
During the 2019 Tmall Double 11 shopping festival, Genki Forest's Japanese-style white peach flavored sparkling water beat beverage giants like Cola and Red Bull to rank among the top three in beverage single-item sales, sparking heated discussion. Consumers developed a strong curiosity about sparkling water, and more young people began to pay attention to it as an excellent substitute for carbonated drinks. The low-calorie, healthier label has made sparkling water a new internet sensation. Apart from the niche 'sparkling water enthusiast group', the most intuitive factor for the general public to measure sparkling water taste is sweetness. Statistics show that over 41% of carbonated beverage consumers believe sparkling water has moderate sweetness and are willing to switch to it as a substitute.
New DistributionCan Unmanned Retail Seize the Opportunity to 'Turn the Tables' After the Pandemic?
Unmanned retail faces challenges in finding suitable locations and meeting appropriate scenarios. Since the outbreak of the pandemic, besides mainstream channels like offline supermarkets and fresh food e-commerce, unmanned retail has become one of the purchasing channels for daily necessities. Recently, after the completion of Huoshenshan Hospital, an unmanned supermarket in the epidemic area was launched, built by Alibaba's Taoxianda and Hubei chain supermarket Zhongbai Warehouse, operating 24 hours a day and serving over 200 customers on its first day. Luckin's unmanned coffee machine 'Ruijigou' has also entered multiple hospitals in Wuhan. During the fight against the epidemic, unmanned supermarkets, unmanned delivery, and unmanned cabinets have become particularly important.
操秀英A 15-Day Battle for Million-Dollar Collections: A White Liquor Operator's COVID-19 Review
The sudden outbreak of COVID-19 has thrown many businesses into crisis, forcing them to adapt or perish. This article reviews how a provincial white liquor operator in Henan, with annual sales of 30 million yuan, executed a five-step self-rescue plan, including internal morale building, targeted promotions, public welfare campaigns, and post-pandemic market strategies, successfully collecting over a million yuan in just 15 days.
1号子弹Dairy Sales 'Halved' as Industry Faces Post-Pandemic Supply-Demand Imbalance
Following the COVID-19 outbreak, milk sales plummeted by over 50% in major cities, leading to massive milk powder production, inventory buildup, and farmers dumping milk. Experts warn that the pandemic may force some dairy farmers out of the market, and as consumption recovers, the supply-demand gap for raw milk could widen, compounded by global uncertainties.
林超 安路蒙等Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included)
Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry. Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, from November 2019 to February 2020, New Distribution conducted a survey of senior and mid-level managers from 65 well-known FMCG companies.
新经销咨询团队BC Integration: Both an Emergency Response to the Pandemic and a Marketing Trend
During the COVID-19 pandemic, two terms became popular in the marketing world: livestreaming and community groups. While 'livestreaming' is a marketing tool and 'community groups' are a means to connect with users long-term, the deeper trend is BC integration—connecting B-end (distributors/retailers) with C-end (consumers). This article argues that BC integration is not just an emergency measure but a necessary marketing path, emphasizing the importance of activating public domain traffic through community groups rather than building private domain traffic.
刘春雄Under the Epidemic, the 'Changes' in the 2020 Dairy Industry?
In 2020, distributors in the FMCG industry are struggling, especially dairy distributors, who face even greater difficulties. Due to the novel coronavirus, offline terminals across provinces have closed, making every day a torment for dairy distributors dealing in short-shelf-life products. Invited by New Distribution, I will discuss the market trends and marketing strategies for the dairy industry in 2020, sharing my personal views from four aspects for your reference: 1. How can distributors quickly resolve inventory issues given the severe impact of the epidemic? 2. Will consumer behavior change due to this epidemic? 3. Will the dairy industry undergo structural changes under the epidemic's influence? 4. What strategic adjustments should dairy manufacturers make in 2020 in response to market changes?
刘华明