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From Online to Offline: How Three Squirrels Reinvents New Distribution with E-commerce Thinking?
At the 6th China FMCG Conference on August 21, Three Squirrels' employee No. 007 and General Manager of Offline Distribution, Shu Xiaoqi, delivered a speech titled 'From Online to Offline, Recreating 10 Billion in Snacks,' unveiling a new distribution model based on trust and win-win cooperation. The model leverages brand momentum, supply chain strength, and e-commerce thinking to empower distributors, aiming to transform seasonal business into year-round growth.
New DistributionRen Wenqing of New Distribution: Retailers Fight for Pricing Power, FMCG Brand Channel Systems and Organizations Face Adjustments
This year, we co-authored the 'China Hard Discount Development Report (FMCG Industry Insights 2024)' with Lemeng Software. Last October, we released the 'China Snack Hard Discount White Paper (FMCG Industry Insights 2023)' at our conference in Shenzhen. In nearly a year, the shift from snack hard discount to hard discount has dropped two characters, but the essence remains unchanged while its impact on the industry chain has grown. This year, I summarize hard discount in three phrases: wider distribution, more categories, and less resistance.
任文青AndyNew Distribution Zhao Bo: The 'Shrinking Volume Era' Is an Inevitable Stage for the Birth of Great Companies
Zhao Bo, founder of New Distribution, argues that the current 'shrinking volume era' in China's FMCG industry, marked by declining sales and profits, is not just a challenge but an inevitable stage for the emergence of great companies. Drawing on data, historical examples, and management theories, he urges brands and distributors to innovate, optimize operations, and adapt to new consumer lifestyles to thrive.
赵波FMCG Going Global to Africa Is Already a Present Progressive
After working on projects in Africa for over three years, the author has gained unique insights: personally, a deeper patriotism; in market understanding, FMCG going global to Africa is already a present progressive. The article analyzes the African FMCG market from fundamentals, channel insights, and brand marketing, highlighting opportunities for Chinese companies.
王军Returning to the Essence of Pure Tea: How Does 'Heir of Tea' Create Category Differentiation?
If asked which category has been the most dazzling in the beverage sector in the past two years, the answer is undoubtedly sugar-free tea. Sugar-free tea products have continued to surge, with data showing that in 2023, the overall beverage market grew by 6%, the ready-to-drink tea category grew by 19%, and sugar-free tea doubled with a 110% increase. However, as more players enter, issues like homogenization and lack of innovation in the sugar-free tea market are becoming more prominent. Focusing on 'tea' itself and building core competitiveness and differentiation is undoubtedly the way to break through. This year, a new sugar-free tea product that stands out is 'Heir of Tea'.
丹序China's No.1 Organic Oat Brand: How Distributors Can Choose the Right Track and Seize the Opportunity in a Billion-Yuan Market?
As food safety becomes a global focus, organic food is gaining popularity. The organic oat market in China is growing rapidly, presenting a promising opportunity for distributors. Yinshan Youmai, as China's leading organic oat brand, offers advantages in golden production areas, full industry chain, domestic naked oats, fresh harvest, and omnichannel distribution, making it an ideal choice for distributors.
New DistributionWalnut Brain Health Backed by Seven Scientific Evidences, Six Walnuts Empowers Further Upgrading of Walnut Industry
For thousands of years, Chinese people have valued dietary therapy, such as eating black sesame for hair, red dates for blood, and walnuts for brain health. The claim that walnuts can improve memory has now been scientifically validated, with the first Chinese book "Walnuts and Brain Health Science" revealing seven evidence-based mechanisms. Leading plant-based protein beverage company Six Walnuts is driving industry transformation through scientific research and product innovation.
New DistributionServing Multiple Fortune 500 FMCG Leading Brands, Heyin Helps Brands Achieve Omni-channel New Retail Growth
In recent years, two offline retail formats have maintained rapid growth that every brand must pay attention to: discount retail and instant retail. One focuses on cost-effectiveness, the other on convenience. Today we focus on instant retail. Besides self-operated platforms like Dingdong Maicai, PUPU Supermarket, and Hema, the mainstream instant retail we discuss mainly refers to instant O2O platforms represented by Meituan Flash Purchase, Ele.me, JD Daojia, and Duodian. Compared to traditional online e-commerce and offline supermarkets, these mainstream instant retail platforms have significant differences...
袁来Distributors: How to Grow Profits in an Era of Shrinking Volume?
Distributors face the challenge of growing profits when volume is shrinking. The article argues that profit issues are a shared problem between manufacturers and distributors, requiring joint design and management. It introduces three profit models—scale profit, long-tail profit, and structure profit—and emphasizes the need for strategic planning and early layout.
刘春雄This Summer, How Does Instant Retail Use Small "Ice Cups" to Play Big "Business"?
The FMCG market has experienced a rapid development period of over a decade and has shifted from an incremental market to a stock market. For brands, finding new growth in a stock market is challenging. True new growth is not about reallocating existing market share or shifting sales between old and new channels, but about creating new consumption scenarios through marketing to stimulate potential consumer demand and expand the overall market. Instant retail is a channel that continues to grow, and this article analyzes how brands can leverage new scenarios in instant retail to achieve new growth, using the case of the "Ice + X" campaign on Ele.me.
周群Monthly GMV Exceeds 10 Million, Single Product Sells Out in 3 Days: Food Merchants Profiting Big on This 'Dark Horse' Platform
As market conditions change and consumer demands diversify, distributors in the FMCG industry are evolving from single-agent models to platform-based service providers, local retailers, and omnichannel operators. Amid this transformation, Dewu, a platform focused on young consumers, has emerged as a new blue ocean for food and beverage distributors, offering significant growth opportunities through its young user base and content-driven marketing.
冯瑶Today's Consumers Aren't Afraid of High Prices, They're Afraid of Overpaying
Recently, the author visited several brand executives and distributors, discovering that many are anxious about shrinking volumes and have fallen into misconceptions. This article shares observations on consumers, channels, low prices, product innovation, and category cognition, offering insights for the current market downturn.
赵波Distributing Yili, Mengniu, Bright Dairy, etc., and Establishing 40+ Ice Cream Home-Batch Stores, How Did She Achieve Counter-Trend Growth?
In the first half of the year, the FMCG market showed a slight downturn, with distributors of ice cream and frozen products particularly struggling. However, a distributor in Nanchang, Jiangxi, focusing on province-wide cold chain service and distribution, currently represents brands like Yili, Mengniu, Bright Dairy, and others, and has achieved counter-trend growth by establishing over 40 ice cream home-batch chain stores.
张雨薇Who Can Save the Retail Dilemma?
2024 is destined to be an extraordinary year, with supermarket performance continuously declining, e-commerce traffic peaking and falling, and CVS daily sales per store dropping significantly. However, hard discount stores are expanding against the trend, with capital increasing investment. An industry veteran predicts that 2024 will be a watershed for the retail industry, with a large number of businesses dying or being reborn, sinking or reviving, and lying flat or improving. The industry is lamenting bad luck and sighing over the current situation. But how many people have considered: Why is today's pain not yesterday's 'achievement'? The decline of supermarkets and the rise of new formats...
薛文发A Century of Ice Cream: How to Create a Hit in a Red Ocean
The ice cream market in China, now a red ocean, has seen hits like Moutai ice cream and Zhong Xue Gao fade, while Unilever plans to divest its ice cream business. Despite challenges, new players enter, and the key to success may lie in retail innovation and year-round consumption, with instant retail and winter sales emerging as potential blue oceans.
叁拾代Who Doesn't Want Zong Fuli to Take Over?
On July 18, an internal letter about Zong Fuli's resignation from Wahaha went viral on social media, sparking widespread speculation. Despite her efforts to reform the company since her father's death, internal conflicts and disputes over her management have made her succession far from smooth.
让商业更具价值Dairy Industry Enters the Second Half: No Easy Growth
In recent years, due to optimistic expectations for consumption, Chinese dairy companies have seen a boom in large pasture construction, and small and medium-sized farms have actively expanded their herds, but the overly rapid capacity expansion has laid hidden dangers for today's dairy industry difficulties. Nielsen data shows that from 2021 to 2023, the revenue growth rate of domestic dairy products significantly declined, with year-on-year growth of 7.9%, -6.5%, and -2.4% respectively, while raw milk production capacity maintained an average annual growth rate of 7% during the same period. Since this year, the impact of oversupply of domestic raw milk has further escalated. The direct impact is that the price of raw milk continues to decline, even leading to a price-cost inversion.
窄播FMCG Distributor: Cash Settlement, 5,000 SKUs, Whole-Store Model for Daily Chemicals Achieves 50% Annual Growth
In recent years, distributors have faced tough business conditions, especially in snacks and daily chemicals. One daily chemical distributor, Henan Shirui Trading Co., Ltd., has bucked the trend with 48% growth in 2023 and a 50% target for 2024, using a 'whole-store output' model with cash-only transactions and 5,000 SKUs.
袁来Omnichannel Operations Case: How C&S Paper Achieved 76% Business Growth in Regional Markets through Digitalization?
Under omnichannel digitalization in the daily chemical industry, decision-making AI helps achieve structural growth in offline markets. According to New Distribution's analysis of 78 listed FMCG companies' 2023 financial reports, 26 saw revenue declines and 29 saw net profit declines, accounting for over 30%. These companies are all leading brands in their categories, and based on the latest market conditions in Q1 2024, the trend of stagnant market capacity continues. China's population is declining, demographic dividends are disappearing, and consumer spending power and expectations are weakening...
任文青AndyWorst Year in Over a Decade: Even Veteran Frozen Food Distributors Are Baffled! Why Is This Year So Tough?
Frozen food distributors are baffled as sales drop 20%-30%. Wang Bing, who had seen continuous growth for over a decade, faced his first major downturn starting in March, with declines across all channels except closed systems like group meals. Despite efforts, sales continued to deteriorate in April and May, reflecting a broader industry slump.
关关Discounts Are Fierce, but Brands with Dreams Must Maintain Strategic Focus
No brand can ignore the rise of discount retailing unless it turns a blind eye to huge sales volumes. But the problem now is not ignoring it, but not knowing how to take it seriously. Through frequent market visits, New Distribution has found that brands are highly concerned about discount retailing. Within just six months, New Distribution organized two China FMCG Hard Discount Conferences, each with packed forums and matchmaking sessions. How much traditional sales will discount retailing replace? What strategies and tactics should be used to face the fierce development of discount retailing? Can discounts build or harm brands? This article aims to partially answer these questions.
陈思廷After the Pay and Performance Reform, All My Employees Quit
Recently, salesperson Xiao Yang suddenly called to say that after much consideration, he was ready to resign. When asked why, Xiao Yang was furious: "The boss is always making random reforms; I can't work like this anymore!" According to Xiao Yang, his trading company had undergone a round of salary and performance reform, which made him, who had been with the company for four or five years, very dissatisfied. "The previous 'base salary + commission' model only required looking at sales figures to calculate, but now with so many added assessment items and such complexity, isn't it just to make us work more for less pay? It's simply..."
张雨薇Representing Yunnan Baiyao, Cold Sore, Lay's, Nongfu Spring, etc., with annual sales exceeding 100 million in a fourth-tier city, how did he do it?
"Making money is getting harder and harder!" Many distributors have such feelings. In the era of material scarcity, products were in short supply, and many distributors quickly expanded their businesses by following brands. Later, with the emergence of retail formats represented by KA stores and convenience stores, another group of people enjoyed the channel dividend. Now, affected by the overall environment, store traffic is declining, sales are falling, and supermarkets are closing... The living space of distributors is severely squeezed, and long-tail categories represented by daily chemicals are hit even harder. In Chengde, Hebei, there is such a distributor who has been in business for 24 years, witnessing the industry from the product dividend period to the channel dividend period and now to multi-party involution, and has his own unique insights and thoughts at each stage. He is Mr. Wen Liwei, general manager of Chengde Deliyuan Trading Co., Ltd.
张雨薇Birch Tree Juice: Quietly Making Big Money
The health trend has become an unavoidable topic in the consumer market, with almost every category emphasizing functionality and health attributes to boost their value. Beverages are no exception, from low-calorie, zero-sugar teas to the increasingly popular health waters. Taking it a step further, from beverages to concentrates, goji berry and sea buckthorn juices have been hot since 2023. Now, birch tree juice has exploded on Douyin, with sales exceeding 100 million yuan in the past year, a year-on-year increase of nearly 600%. What is the current market status of birch tree juice, and how did it become so popular? With an average price per bottle of over 20 yuan, why are consumers willing to pay?
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