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Heavyweight: 2018-2019 China FMCG Brand Owners' B2B Cooperation Research Report
After several years of development, brand owners' attitudes towards B2B have generally shifted from rejection to acceptance, and then to proactive embrace. So, what is the actual state of cooperation between brand owners and B2B? What problems have arisen during the cooperation? To address these issues, New Distribution, together with 52 well-known FMCG brand owners nationwide, conducted an in-depth survey on their cooperation with B2B platforms. The surveyed brands cover 10 categories including water and beverages, snacks, hygiene products, alcohol, convenience foods, daily chemicals, dairy products, grain and oil, frozen foods, and seasonings.
新经销刘少德Yili and Mengniu Hold Sway in Dairy Market, Can Fonterra's Fresh Milk Entry Break the Local Landscape?
The dairy market landscape is largely settled, and both foreign and domestic brands face significant challenges in making headway in the fresh milk segment. Historically, China's fresh milk market has been dominated by domestic players, with foreign companies unable to establish a presence due to factors such as milk sources, cold chain, logistics, and distribution channels. However, this status quo may be shifting. On April 15, New Zealand's Fonterra launched its first Anchor-branded fresh milk (pasteurized) product in China, initially in Tetra Brik packaging, targeting markets in East and South China.
王言Major Move | Mengniu's Social New Retail Platform Officially Launched, Plans 5,000 Offline Beverage Stores
From April 11-13, 2019, the Global Entrepreneurs Conference and 2019 Social E-commerce New Retail International Summit was held in Yiwu, Zhejiang. Mengniu's social new retail platform, "Nanke Mipin," made its debut as a global strategic partner, drawing widespread attention. 01 Mengniu Enters Social New Retail Mengniu's National Operations Center for Social New Retail was established in 2016. In January 2018, it officially entered social retail development through "Mengniu Manran." By June 2018, the market transaction volume of the "Mengniu Manran" project had reached nearly 1 billion yuan.
New DistributionObservation: Why are leading brands like Yili, Budweiser, Kangshifu, and Uni-President rushing to build their own B2B systems?
New Distribution has learned that in early 2019, several FMCG giants including Yili, Budweiser, Kangshifu, and Uni-President have been piloting self-built B2B systems in various regions. According to industry insiders, Uni-President has selectively piloted B2B systems in major regions nationwide, while Kangshifu introduced "Shifutong" in February this year, incorporating Kangshifu and Pepsi brands into its own B2B system. 1. Why do brand owners build their own B2B? Wang Hua (pseudonym), head of new retail at a certain brand, told New Distribution, "Starting this year, some FMCG B2B platforms have begun charging brand owners platform usage fees, ranging from hundreds of thousands to millions of yuan annually."
袁来From 200 Million to 24.1 Billion: A Deep Dive into Yanghe's 15-Year Rise
Yanghe grew from less than 200 million yuan in 2003 to 24.1 billion yuan in 2018, with the Dream of Blue series also joining the 10-billion club. Although Yanghe currently ranks third, with a significant gap behind second-place Wuliangye, could its strategic path and growth momentum allow it to rise from third to second? This article reviews Yanghe's development over the past 15 years, showing how each step aligned with brand status, consumer trends, and industry trends, propelling its rapid ascent.
朱志明Understanding China's Opportunities Through Japan's Consumer Past and Future
This article explores the evolution of retail in Japan and China, highlighting how China's offline retail lags behind Japan by 20 years, and what Chinese retailers can learn from Japanese models like discount stores, convenience stores, and drugstores. It also discusses opportunities in lower-tier markets and the potential for channel brands.
张晓军New Trends in Baijiu Marketing: Middle-Aged Consumers Go Left, Young Consumers Go Right
Brand is a private attribute of an enterprise, while category is a public attribute of a group of customers. Category is not a market segment or industry name, but a cognitive resource that reduces decision-making costs through memory. Therefore, the value of category innovation can lead the value of brand building. FMCG is the largest advertising spender in China, and baijiu, with annual sales of 600 billion yuan, is one of the largest single-product markets. Facing the reality that the total sales volume of Chinese baijiu has stagnated, how can performance growth be achieved? Let's look at two strategic growth paths.
曹升Lo Chih-hsien: Price War Is the Industry's Nightmare; Uni-President Chooses Not to Follow
In March, Uni-President Group released its 2018 annual report, showing revenue of RMB 21.772 billion, with instant noodles and beverages growing 5.7% and 3.6% respectively, driven by price adjustments and product mix optimization. Chairman Lo Chih-hsien further elaborated on the company's future strategies, emphasizing independence, long-term interests, and a refusal to engage in price wars.
New DistributionWho Actually Makes Money in WeChat Business? Internet Companies Turning to WeChat Business Could Be a Trend | In-depth Analysis
The article explores the WeChat business (微商) phenomenon in China, revealing that early players profited by recruiting downlines rather than selling products, akin to pyramid schemes. It analyzes the evolution from single-product brands like Qiaoshisui to platform-based models like Yunji and Global Catcher, and explains why even tech giants like Xiaomi are adopting WeChat business strategies. The piece also provides insights into the essence of social-based distribution and offers advice for those considering entering the field.
惟乔The Evolution of Japanese Consumer Society: A Glimpse into China's Next 20 Years
Japan's consumer retail industry, which originated from the US and achieved global leadership in convenience stores, offers valuable lessons for China. By studying Japan's historical shifts, we can anticipate China's future retail opportunities, particularly in lower-tier markets and new retail models.
Michael FangFounded 2 Years, Annual Sales in the Hundreds of Millions, Products Distributed Nationwide: She Says the Core Competence of New Distributors Is...
The following is the speech delivered by Ms. Xu Yuren, Deputy General Manager of Guangzhou Shangrui Marketing Planning Co., Ltd., at the 5th FMCG + Internet Conference hosted by New Distribution, and has been organized and published for readers. Shangrui Marketing is a service-oriented distributor focused on the new retail sector, with its core operational battlefield being B2B platforms such as Alibaba Retail Link. Through digital operations, Shangrui helps brand owners achieve deep distribution. Although Shangrui's business is only two and a half years old, it is estimated to be the youngest distributor in the conference. However, its growth rate is quite good. Through two years of development...
徐迂人Internet Giants Descend to Grab Offline Traffic: Key Trends in 2019 Offline Marketing
As smartphone shipments stagnate and online time approaches its ceiling, internet giants are turning to offline channels to alleviate traffic anxiety. This article outlines key trends in 2019 offline marketing, including product-as-media, digitization of offline traffic, the importance of scenario and efficiency, and the scarcity of quality offline traffic.
卫夕Dong Xu, Brand Director of Shihuituan: Future Development Trends of Community Group Buying
The following is the speech delivered by Mr. Dong Xu, Brand Director of Shihuituan, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. The topic of this sharing is the future growth and development trends of community group buying as seen by Shihui. Shihuituan and Youhaodongxi are strategic development partners. Youhaodongxi's CEO, Chen Ying, volunteered in rural areas around the world while studying at a US business school, and after graduation, he remained rooted in rural areas, aspiring to bring fresh ingredients and fruits from origin to more urban families.
董旭Report | Research on the Development of New Marketing Models for Chinese Baijiu Enterprises in 2019
This report analyzes the development of new marketing models for Chinese baijiu enterprises, covering the background, evolution paths, implementation tools, and four typical cases. It emphasizes the shift from traditional to digital marketing, driven by changes in market environment, consumer demand, and technology.
乔运昌Liu Bo, Senior Vice President of BEST Inc.: Open Strategy for the Full-Chain Internet of FMCG Industry
At the 5th FMCG + Internet Conference hosted by New Distribution, Liu Bo, Vice President of BEST Inc. and General Manager of BEST Store Plus, delivered a keynote speech on March 16. He discussed the differences between consumer internet and industrial internet, emphasizing that the core of industrial internet is supply chain, not traffic. He outlined a three-step development path (digitalization, algorithms, and supply chain fulfillment) and shared cases of empowering distributors and brands through digital transformation.
刘波Haojiayi Founder Li Lei: Peppa Pig - Super IP Wins the Future
At the 5th FMCG + Internet Conference hosted by New Distribution, Haojiayi founder Li Lei shared his experience with IP branding, emphasizing that IP is not just a product but a strategic asset that requires significant investment, professional execution, and a focus on product quality to empower distributors and retailers.
李雷Marketing in the Past Was Mass Sales; in the Future, It Must Drive Brand Growth!
The advertising and marketing industry, which began in the industrial era, has traversed 150 years and is about to enter its second half, with the present being a transitional period. Everyone is anxious, exploring, and pondering what to do next and where the future lies. Recently, CEIBS held a CMO forum on 'Brand Growth Drivers,' inviting CEOs and CMOs from Alibaba, Nike, Coca-Cola, Accenture, and others to discuss brand growth. The forum, though not grandly publicized, featured speakers from academia, top international brand CMOs, and marketing executives from Accenture and GroupM, with over 200 brand marketing leaders in attendance.
杨不坏Exclusive | New Distribution Releases the 2018-2019 FMCG B2B Industry Trend Report
On March 18, the "Boundless Commerce, Same Heart" JD New Channel and New Distribution co-hosted industry summit was held in Chengdu. The following is the speech by Zhao Bo, founder of New Distribution, presenting the 2018-2019 FMCG B2B Industry Trend Report, compiled by New Distribution for readers.
赵波New Distribution Exclusive Release: 2018-2019 FMCG Retail Small Store B2B Competitiveness Report
The 5th FMCG + Internet Conference, hosted by New Distribution, was grandly held on March 16 at Chengdu Longemont Hotel, attracting thousands of industry professionals including distributors, manufacturers, and internet companies from across the country. The main forum began at 9:00 AM, and the following is the speech delivered by Zhao Bo, founder of New Distribution, organized for readers. The report, based on data from 4,487 stores across 41 cities and 22 provinces from August to December 2018, reveals key insights into the B2B landscape for small retail stores.
赵波2019 Top 10 Consumer Trends: What Can the Beer Industry Learn?
Recent reports from Mintel, Nielsen, and Euromonitor highlight key consumer trends in China for 2019, offering insights for the beer industry. These trends include experiential consumption, personalized products, healthier options, and the importance of social media and environmental sustainability.
主编酒酿丸子The World Stays Young, but You Will Eventually Grow Old: On the Eve of the Annihilation of Ten FMCG Giants
The moats of FMCG giants, built on brand, capital, channels, products, and talent since the 19th century, are collapsing in the internet age. Stock prices of the top ten FMCG companies have fallen significantly over five years, and their pricing power is eroding as consumer habits change.
于辰琪Deep Dive: The Core Competitiveness of Community Group Buying
In 2019, community group buying continued to grow rapidly across China, with strong financing, high growth rates, and expansion into lower-tier markets. This article analyzes the core competitiveness of community group buying platforms, including supply chain models, expansion strategies, category and price competition, and the crucial role of group leaders, using case studies and data from platforms like Kaola Select.
王军iThe Marketing Strategies of Coca-Cola & P&G in China for the Next 40 Years!
At the 2019 Shanghai International Advertising Festival, Richard Cotton, Content and Excellence Creative Director of Coca-Cola Greater China, and Chen Xiaqing, General Manager of Brand Operations at P&G Greater China, shared insights on how Coca-Cola effectively tells brand stories and how P&G adapts to changing times while staying true to consumer-centric principles.
在现场的Will There Be Another $10 Billion Consumer Company in the Next Five Years?
The author, a consumer industry researcher, questions whether China's consumer sector will produce new $10 billion companies in the next five years, arguing that traditional brand-building models are hitting ceilings. He proposes that future successful consumer companies will need to adopt new dimensions such as planning, optimized distribution, consulting, and user relationships to build sustainable moats.
李靖