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Loneliness: The Next Economic Opportunity?
This article explores how loneliness and the search for meaning are driving new consumer trends, from fan communities and stand-up comedy to vintage clothing, retro experiences, and crowdfunding. These trends point to a shift toward more spiritual and personalized consumption, offering opportunities for businesses to provide emotional value and connection.
刘润The 'Cheese Queen' Aims for 10 Billion in Revenue
When asked about her recent state, Chai Xiu, founder of Miaokelanduo, described it as 'busy and happy.' She said that with the new year, the entire company is fully committed to the new three-year goal, and this year marks the beginning of the new strategic plan. In mid-March, Chai Xiu told the author, 'After more than two years of layout and adjustment, Miaokelanduo has entered a more vibrant and confident state, with a significant trend of returning to high growth. In the first three months of this year, the company's work has been advancing efficiently.'
李欣Dialogue with Cai Yu: What This Generation of Users Wants Is Not Touching, but Complicity
In the first installment of our series on business narrative, we invited Cai Yu, author of the Dedao course 'Cai Yu's Business Reference' and the book 'Emotional Value.' She believes that after oversupply, sales ability becomes crucial, and sales ability is narrative ability. Narrative is our filtering, narration, and interpretation of information, selling a certain proposition to others through various actions. Today, a company's content and narrative capabilities should be part of its product strategy, even its corporate strategy; relegating them to marketing is an underestimation.
梁将军China's FMCG Channel Transformation in 2024–2025
A survey of 85 leading consumer brands maps the rise of discount, instant retail, and specialist channels—and shows why brands and distributors need deeper specialization, data sharing, and ecosystem coordination.
New DistributionChina's Beverage Market Shake-up: Cola Falls from Grace as Ready-to-Drink Tea and Energy Drinks Rise
In 2020, among China's seven major beverage categories, only carbonated drinks saw growth, while all others declined. By 2023, the situation reversed: carbonated drinks were the only category in decline, while the other six grew significantly. China's market has ultimately turned its back on carbonated beverages, with market share shifting from cola to ready-to-drink tea and energy drinks.
刘颖B2b Transformation: The Pitfalls and the Paths
In recent years, transforming to B2b has become a hot topic, mainly because many distributors face increasing challenges in their operations, forcing them to reassess and adjust their business models. These challenges include shrinking supermarket channels, the impact of new retail formats, high returns with low profits, difficult payment collections, sluggish growth, and inventory backlog, all of which are pushing distributors to transform. B2b offers a relatively clear and structured path, drawing widespread attention. On March 19, 2025, at the 10th China FMCG Innovation Conference and the 4th China FMCG Distributor Conference hosted by New Distribution, Mr. Liu Peng, Dean of the Business School of Chengdu Laiken Information Technology Co., Ltd. and Deputy General Manager of Operations at Chengdu Qilian Technology Co., Ltd., delivered a keynote speech titled "B2b Transformation: The Pitfalls and the Paths," which resonated deeply with many manufacturers and distributors present, sparking lively discussion. New Distribution is pleased to share the highlights of his speech with our readers.
刘朋Three Keywords for the Future of Instant Retail: Co-Integration, Demand-Pull Supply, and Supply Determined by Demand
From the exploration of Taoxianda's one-hour delivery business in March 2018, to the entry of platforms like Meituan, Ele.me, and JD.com, and to the emergence of various new models today, the instant retail industry has gone through seven years of development. In Chinese traditional culture, the number 'seven' is full of mystical significance, and 'when it reaches seven, change is inevitable.' Looking back at these seven years, from the initial growth of new channels, to deep connections with brand owners, retailers, and distributors, and to today's scenario-based marketing, instant retail has continuously iterated and innovated, gradually becoming an all-encompassing 'marketing + sales' new ecosystem.
贝念军Spring Sugar Fair Concludes Successfully, Jinsha Distillery Amplifies Presence with 'Exhibition + City + Conference' Strategy
The 112th National Sugar and Wine Fair and 2025 Spring Sugar Season concluded successfully in Chengdu on March 27. As the chief partner, Jinsha Distillery impressed the industry and market with its 'Strive Upstream' brand narrative, delivering a multidimensional event covering product experience, cultural interaction, and industry dialogue, celebrating the upstream genes of the Chishui River and declaring its commitment to the industry's future.
金沙酒业Bain & Company's Lu Xiuqiong: Consumer Breakthrough through Scenario Growth
Scenario marketing is currently a hot topic in the FMCG industry and a key strategy for driving growth. Over the past few years, it has been widely applied with notable results. Coca-Cola's OBPPC concept, which includes five elements: O for Occasion, B for Brands, P for Pack, P for Prices, and C for Channel, was proposed decades ago and has been practiced for over 50 years. The core of scenario growth lies in defining scenarios—composed of people, place, time, and emotion—to drive consumer demand. This approach requires a shift in business logic from production and price competition to demand creation through innovation and experience.
鲁秀琼How to Seek Breakthroughs Amidst a Once-in-Thirty-Years Retail Generational Shift?
A once-in-thirty-years retail generational shift has arrived. How can traditional channels transform? How can manufacturers and distributors seize the dividends of category restructuring? At the 10th China FMCG Conference, Zhang Xinzhao, founding partner of Qicheng Capital, systematically dissected the paradigm shift in the retail industry from 'supply-driven' to 'demand-driven' from an investment perspective, and proposed breakthrough paths for the next decade. New Distribution has distilled Mr. Zhang's core viewpoints into this article for our readers (with some deletions).
张鑫钊NielsenIQ: The Turning Point of Supply-Demand Relations Has Arrived, and the Market Has Shifted to a "Buyer's Market"
At the 10th China FMCG Innovation Conference held in Chengdu, NielsenIQ's head of emerging business, Zeng Yiguang, delivered a keynote speech on channel transformation insights. He highlighted that the market has reached a supply-demand inflection point, with supply exceeding demand, forcing a shift to a buyer's market. He emphasized the need for smarter supply strategies and understanding fragmented channel dynamics to find growth opportunities.
曾一光Lemon Tea 2.0 Era: How Youyi C Stands Out with a Probiotic Lemon Tea?
From 'one sip of lemon tea, refreshing to the max' to 'zero-sugar warrior', the shift in internet buzzwords reflects changing preferences among young consumers regarding beverage ingredients. However, as sugar is essential to 'happy water', merely controlling sugar is no longer sufficient. New Distribution interviewed numerous distributors after the New Year, summarizing star products in 2024, and found that emerging beverage new products focus more on taste, packaging design, and health trends. At the peak of brand launches in March-April this year, the author noticed that Youyi C's new product...
冯瑶XinChao Media Zeng Jian: Forge Brands with Mindshare to Lead the New Order of the Future
Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises. On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled "Forge Brands with Mindshare to Lead the New Order of the Future." XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens.
曾健Want Want High-Calcium Pure Milk Ignites Spring Sugar Fair: How Golden Ratio and Scenario Coverage Reshape the Children's Dairy Track?
Chinese children are far from drinking enough milk. According to the "2020 Blue Book on Healthy Diets for Chinese Children," the average dairy intake of children aged 3-6 is only 67.74ml, with an insufficiency rate as high as 97%. This demand gap has driven the children's milk market to grow from 28.4 billion yuan in 2019 to 37.2 billion yuan in 2023, with a projected CAGR of 5.6% over the next five years. Want Want has seized this opportunity with its high-calcium pure milk in a 125ml portable pack, featuring a golden ratio of 4.8g milk protein and 150mg natural calcium, and scenario-based packaging, making it a standout at the 2025 Chengdu Spring Sugar Fair.
何雯New Chubang Shines at Spring Sugar Fair, Leading the New Era of the Condiment Industry with Innovation
On March 25, 2025, the 112th National Sugar and Wine Fair opened grandly at Chengdu Century City New International Convention and Exhibition Center and Western China International Expo City. Against this backdrop, Chubang, the core brand of Zhongju Hi-Tech, made a strong appearance with an innovative and transformative stance, heralding the arrival of a 'New Chubang' era driven by innovation and change.
墨廷Hsu Fu Chi's Four-Part Portfolio Innovation Strategy
Hsu Fu Chi used emotional color, savory premiumization, aroma, and nutrition as four innovation platforms, applying manufacturing depth and channel knowledge to extend classic Chinese snack categories.
New Distribution5 Days to Go! Focusing on the New Industry Order, Exploring the New Future of FMCG!
With only 5 days until the conference opens, the 10th China FMCG Innovation Conference and the 4th China FMCG Hard Discount Conference & the 4th China FMCG Distributor Conference, themed 'New Order · Symbiosis', will be held from March 17 to 19. Hosted by New Distribution and co-hosted by Anneng Zhilian, with support from Zhoupu Data, Mingren Soda Water, and others, the event will feature 80+ industry experts, a main forum, and multiple parallel sessions.
New DistributionCountdown: 6 Days! Mondelez, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With over 130 well-known FMCG brands and 2,000+ industry elites, the event features keynote speeches, industry reports, and multiple forums on topics like instant retail, digitalization and AI, scenario marketing, and supermarket adjustments.
New DistributionThe Corn Chip Market Racing Toward the 10 Billion Mark! A Dark Horse Emerges in This Track
Among the subcategories of China's snack industry, healthy snacks are growing the fastest. According to CIC data, by 2023, China's healthy snack market had reached 70 billion yuan, with a CAGR of 7.2% over the past five years, and is expected to exceed 100 billion yuan by 2028. Recently, national officials stated that a three-year 'Weight Management Year' action will be implemented to promote healthy lifestyles. This policy aligns with the consumption trends of 'low sugar, low calorie' and 'functional snacks', directly activating the growth momentum of the healthy food market.
杨奕Countdown: 8 Days! Mondelez, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With 8 days to go, the event will feature over 130 well-known FMCG brands, 100+ retail enterprises, and 500+ regional leading distributors, totaling over 2,000 industry elites, to discuss the theme 'New Order · Symbiosis'.
New DistributionCountdown: 9 Days! Mondelēz, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, along with the 4th China FMCG Hard Discount Conference and the 4th China FMCG Distributor Conference, will be held in Chengdu from March 17-19, 2025. With 9 days to go, the event will feature over 130 leading FMCG brands, 100+ retailers, and 500+ regional distributors, totaling 2000+ industry elites, to discuss the theme 'New Order · Symbiosis' and explore opportunities amid industry transformation.
New DistributionCountdown: 10 Days to Go! Mondelēz, China Resources Snow, Hsu Fu Chi, Yili, Three Squirrels, Lee Kum Kee, Mengniu, Tsingtao Beer, C&S, Sour Plum, Qiaqia and More Gather in Chengdu for a Grand Event!
The 10th China FMCG Innovation Conference, the 4th China FMCG Hard Discount Conference, and the 4th China FMCG Distributor Conference will be held in Chengdu from March 17-19, 2025. With 10 days to go, the event will feature 130+ leading FMCG brands, 100+ retail enterprises, and 500+ regional top distributors, totaling over 2,000 industry elites, for a grand gathering of thought leadership and networking.
New DistributionSeats Running Out! 11 Days Left! Grab Your Discounted Ticket Now!
This is a grand event heralding the strongest trends in the FMCG industry, a final opportunity to compete at the industry's peak, and a prime chance to unlock the latest trends. With 80+ authoritative keynote speeches, 100+ innovative case studies, and 500+ brands participating, it offers insights into future trends, market opportunities, and solutions to operational challenges. Secure your ticket now to bridge the gap to business growth.
New Distribution100 Days to Gaokao! Six Walnut Launches First 'Zhuangyuan Can' to Accompany National Exam Candidates
On February 27, 2025, with 100 days remaining until the Gaokao, Six Walnut launched its limited-edition 'Zhuangyuan Can' to support candidates nationwide. This move combines scenario-based marketing with deep emotional engagement with parents, aiming to stand out in competitive Gaokao marketing.
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