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Involution: Fight to Make Your Opponent Bleed Out First
Involution is inevitable and will inevitably lead to collective bleeding, but there is an antidote. Who will be the final victor in involution? Those who boldly participate but have the antidote.
刘春雄Winning at the Point of Sale: Lee Kum Kee Joins Hands with Distributors to Create Rapid Market Growth
Recently, Lee Kum Kee held its national channel partner conference in Guangzhou, with the theme 'Win at the Point of Sale, Win with Lee Kum Kee,' underscoring the company's strategic commitment to terminal operations. The insights shared by business leaders at the conference conveyed a strong sense of confidence in winning at the retail level. Among the attendees were many outstanding distributor partners excelling in various channels. The author had the opportunity to meet a distributor from Henan, Xinxiang Zhihua Changwang Trading Co., Ltd. (hereinafter referred to as Zhihua Trading), and visited Xinxiang for a face-to-face interview with this distributor.
孟云Jiang Nanchun: After a Lost Decade, Brands Look to 4 Growth Opportunities
Looking back at the past decade, how has the mobile marketing industry grown exponentially? What key events have erupted in the industry? Amid the ebb and flow, which internet platforms, brands, and marketing companies have become the biggest winners? Drawing on the past decade, how should the advertising and marketing industry navigate the next ten years? What industry opportunities should not be missed in the future? To this end, Morketing has launched a major 2024 series: "The Decade." In the first episode, Jiang Nanchun, a 30-year veteran of China's advertising and marketing industry, joined the livestream to discuss these topics with Morketing's founder and CEO.
MorketingDealer Strategy Is Not About Scale, but About Building a Moat
Recent visits to dealer members of the Tower Alliance have revealed that many dealers are struggling with transformation, often without a clear strategy or thorough validation. The direction of business upgrade and transformation varies by region and market demand, making a standard template impossible. Dealers must focus on building a moat based on their mission, resources, capabilities, and cognition, rather than merely pursuing scale or profits.
赵波Strategic Renewal and Quality Advancement: How Lee Kum Kee Creates a New Growth Paradigm in the Condiment Market
Recently, Lee Kum Kee China (hereinafter referred to as Lee Kum Kee) held its 2024 distributor conference in Guangzhou, gathering channel partners from across the country. The conference not only reviewed the past fiscal year's achievements but also showcased the story behind Lee Kum Kee's commitment to quality. Highlights included the unveiling of two upgraded product lines, the 'Purple Crown' and 'Red Crown,' and a special honor from the China Space Foundation, presenting a blueprint of confidence and hope for long-term growth and high-quality development for Lee Kum Kee's distributors.
AmyBusiness Down 50%, Thresholds Higher: What Can Still Be Done with Campus Channels in 2024?
Campus channels, once a stable and lucrative market for distributors, are now facing declining sales and rising costs due to changing consumer habits and e-commerce competition. This article analyzes the challenges and offers strategic adjustments for distributors to remain viable.
张雨薇Liang Ning: The Next Era Is a Contest of Emotional Value
Liang Ning reflects on the widespread anxiety caused by the end of rapid growth, attributing past growth to urbanization and internet adoption. She argues that as China shifts from a scarcity-driven to an experience-driven market, businesses must move from efficiency to experience, from products to brands, and from commercial to emotional frameworks, ultimately advocating for a more civilized form of commerce.
梁宁Why Are There More Major Distributors in South China, East China, and Southwest China, While Fewer in North China and Central-South China?
At a recent meeting, I sat next to a major distributor from South China with annual sales exceeding 10 billion yuan, which reminded me of the differences in major distributors across regions. In North China, a distributor with 100 million yuan in sales is already considered major, highlighting the significant disparity. The presence of major distributors varies greatly by region, influenced not only by individual capabilities but also by geographical factors. For instance, South China, East China, and Southwest China have more major distributors, while North China and Central-South China have relatively fewer, with notable differences in the ceiling of distributor scale.
刘春雄Turning Point 2024: Lower Expectations, Tough Journey Ahead!
Liu Shaorong argues that 2024 marks the bottom of the macroeconomic cycle and a pivotal point for transformation. The article analyzes four key macro trends and proposes three essential strategies for enterprises to achieve high-quality growth and navigate the downturn.
刘绍荣Kunlun Mountain Mineral Water Promotes the Establishment of Bottled Drinking Water Classification Standards, Accelerating the Arrival of the Mineral Water Era
Recently, at the 'Quality Drinking Water, Healthy China' 2024 China Mineral Water Industry High-Quality Development Expert Seminar, authoritative figures including medical professors, health experts, and geological experts gathered. The conference focused on discussing the high-quality development of the mineral water industry, with the aim of meeting consumers' healthy drinking water needs, and focused on the social significance of mineral water value and classification standards. Ultimately, the experts reached a consensus: to promote relevant departments to learn from the 'Chinese Residents' Drinking Water Guide' and establish scientific and unified bottled drinking water classification standards and labels.
孟芸Two Growth Paths for FMCG Distributors: Product and Supply-Chain Innovation
In a saturated market, distributors can build new growth by turning logistics into a professional supply-chain business and by selecting or developing innovative products in the right categories.
New DistributionHow Did He Achieve Annual Sales Over 100 Million in a County Town with a Million Population, Representing Brands like Mondelez, Lay's, and Qiaqia?
A distributor in a county town with a population of over one million achieved annual sales exceeding 100 million by transforming from a brand agent to a channel supply chain company, focusing on the snack category, optimizing channel structure, and improving salesperson efficiency through a 'salesperson + merchandiser' model.
周群How to Achieve Growth in This Year's Beverage Peak Season in the Era of Shrinking Volume?
In March, the author visited markets in Guangdong, Zhejiang, and Jiangsu, which are economically strong and populous provinces. Despite being opportunity markets for the beverage industry, these regions showed signs of weakness in the categories of interest, with distributors, secondary clients, terminal store owners, and sales staff all displaying varying degrees of lack of confidence. This may be related to the current economic situation, urban industrial transformation, or competitive dynamics, confirming the judgment that the beverage market is in a stage of shrinking volume. The article discusses how to achieve growth in this context, focusing on strategies for the upcoming peak season.
邢仁宝Hecai Trading's Second Growth Curve - Shendu Yigou
At the 9th China FMCG Innovation Conference and the 2nd China FMCG Hard Discount Conference & 2nd China FMCG Distributor Conference, Mr. Luo Kai, founder and general manager of Luoyang Hecai Trading Co., Ltd., shared his insights on building a local B2B platform, Shendu Yigou, as a second growth curve. He discussed the reasons, stages, measures, and challenges of self-building a local B2B platform, emphasizing the importance of retail thinking and data-driven operations.
罗凯Lai Yifen: Attack and Defense in the New Economic Cycle
From March 14 to 16, the 9th China FMCG Innovation Conference with the theme 'Supply Chain Revolution' was held in Chengdu. During the conference, over a hundred speakers and more than two thousand manufacturer representatives and FMCG professionals from across the country explored how distributors and brand owners can seek growth in the current environment. Among them, Mr. Zhao Hanli, Vice President of Lai Yifen, delivered a significant sharing session titled 'Lai Yifen: Attack and Defense in the New Economic Cycle', which sparked lively discussions among the attendees. New Distribution specially reports on the highlights for our readers.
赵汉利In the Midst of Major Shifts in the Maternal and Infant Industry, Growth Remains the Overriding Goal
The essence of the FMCG economy is population economics, which is particularly evident in the maternal and infant industry. Births in China fell from 17.86 million in 2016 to 9.02 million in 2023, halving in just eight years, leading to declining birth rates, shrinking market size, and demand divergence. At the 2024 Parenting Festival Industry Summit hosted by Taobao Tmall, the focus was on achieving growth in this challenging environment, with the platform sharing insights on consumer trends and channel shifts.
陈文石Qiaqia: Teaching Foreigners to Crack Sunflower Seeds, Generating 600 Million Yuan in Overseas Revenue
Only people in five countries can expertly crack sunflower seeds: China, Russia, the US, Turkey, and Spain. Yet Qiaqia, a Chinese seed brand, has defied expectations by selling shell-on seeds to countries where people don't traditionally eat them, teaching foreigners to enjoy this snack. After 16 years of going global, Qiaqia now exports to nearly 50 countries and regions, including Southeast Asia, Europe, and the US, with overseas revenue approaching 600 million yuan. But getting foreigners to 'get hooked' on cracking seeds is no easy feat. Take Japan, for example...
FBIFStrategies for Emerging Brands to Break Through as Dark Horses in the Post-Consumption Era
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, Zhao Angxiong, founder of Squirrel Media, delivered a keynote speech on how brands can find new growth in the post-consumption era. He shared insights on brand strategy, using the case of Yan Zhi Wu to illustrate the importance of category strategy and audience tactics.
赵昂雄Distributing Brands like Qiaqia, Lucky, Oreo, and Self-Assembling Gift Boxes with Annual Sales of 8000+ Units: How Did He Do It?
New Distribution has reported on many outstanding distributors, including those who successfully transitioned across industries, benchmark distributors achieving regional TOP1 for a single brand, and top merchants growing from zero to millions in a short time. These success stories may create an illusion that these distributors were born 'excellent' or caught a generational tailwind. In reality, almost every excellent distributor has suffered losses and setbacks before becoming 'excellent.' In Fuyang, Anhui, there is such a distributor who, after 15 years of entrepreneurship and several near-bankruptcies, kept experimenting within controllable risks, eventually reviving his company, achieving full-channel coverage locally, with 16 sales staff, 1,500 monthly active stores, a business scale of 60 million yuan, and monthly sales of over 8,000 self-assembled gift boxes. He is Yao Qifu, General Manager of Fuyang Yaoji Trading.
张雨薇Coconut Palm, Criticized for 'Borderline' Content, Sells 5 Billion Yuan
In Coconut Palm's livestream, female hosts wear tight outfits and shorts, while muscular male hosts wear tank tops and shorts. Many praise the hosts for 'sunny, healthy beauty,' but some accuse the brand of 'borderline' content. Amid mixed reviews, Coconut Palm sold 5 billion yuan in 2023. At the Chengdu Spring Sugar and Wine Fair, Coconut Palm moved its livestream to an offline booth, drawing large crowds and online viewers.
让商业更具价值Channel Coverage Models Evolve from 'Horse-drawn Carriage' to 'Automobile' – How to Effectively Activate Distributors?
Using the analogy of treating a pimple, the article explains that brand owners should address the root cause of distributor inefficiency by redesigning channel coverage models rather than applying temporary fixes. It traces the evolution of six channel coverage models and provides a framework for optimizing distributor systems, including selecting the right distributors, defining roles, and implementing operational SOPs.
高级研究员 海游Mondelez China: Rebuilding the Relationship Between Brands and Consumers
Today, the relationship between FMCG brands and consumers has undergone significant changes. In the past, it was largely one-way, with brands relying on heavy advertising or wide distribution. Now, it's complex, spanning three dimensions: awareness, transaction, and relationship. Through these, the slogan 'consumer-centric' is truly implemented. But where to start? As Luo Zhenyu mentioned in his 2024 New Year's speech: How can people solve problems? Not by sitting around discussing ideas every day, but by delving into specific scenarios and actions in the world. In short: 'Be specific, and you'll be profound.'
田静POSM Visual Strategy: The Next Competitive Frontier in Snack Foods
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, themed 'Supply Chain Revolution,' He Luyi, co-founder and CEO of New Can Factory, delivered a keynote on POSM visual strategy as the next competitive battleground for snack foods. Her insights sparked lively discussions among manufacturers and distributors on how to enhance offline sales through effective POSM design.
何璐伊Digital and Intelligent Transformation: An Indispensable Path to New Growth
Many enterprises are undergoing digital and intelligent transformation, either as native digital enterprises or as those forced to transform. However, many are also pondering how to transform, where to direct the transformation, and what to transform. At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, Ms. Yu Dongyun, Deputy General Manager of the Consumer Goods Industry and Senior Solutions Expert at Yonyou Network, delivered a keynote speech on the transformation of the consumer goods industry.
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