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Yu Jian of Kantar Worldpanel: How to Seize New Growth Opportunities in the Consumption Recovery Period
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, Yu Jian, General Manager of Kantar Worldpanel Greater China and a consumer and retail market expert, delivered a keynote speech on seizing new growth opportunities during the consumption recovery period. His insights sparked lively discussions among manufacturers and distributors on how to find growth in the current environment.
虞坚Not Just Chicecream: Ice Cream Giants Struggle
The world's largest ice cream maker is slimming down, starting with spinning off its ice cream business. On March 19, Unilever announced it would split its ice cream business into a standalone entity, expected to be fully separated by the end of 2025, and plans to cut 7,500 jobs globally, saving €800 million in total costs over three years to offset operational inefficiencies from the divestiture. As the world's largest ice cream producer, Unilever holds about one-fifth of the global market share, with Wall's and Magnum as its two flagship brands. In 2023, its ice cream business generated €7.9 billion (approximately ¥60.3 billion) in revenue, six times that of Yili's cold drinks business and ten times that of Mengniu's ice cream business (based on 2022 data).
杨典Leyuan Health: Dual-Wheel Drive Strategy Amid FMCG Distribution Model Transformation
According to incomplete statistics, private labels account for only about 7% in China, indicating significant growth potential. We believe that in 3-5 years, this will be a rapid growth phase. This year, we have incorporated ODM as a strategic supplement to our overall business direction, complementing and promoting our branded products. Zheng Tongjian, Vice President and General Manager of Marketing Center at Leyuan Health, said this in an interview with New Distribution. ODM involves providing customized product development and production services for large retailers, channel partners, or brand owners.
冯瑶How Will the Next Generation of Distributors Achieve Growth?
“This year is the worst year of the past decade, but it may be the best year of the next decade.” In recent years, consumption structure has changed, demographic dividends have disappeared, and the consumer market has entered an era of shrinking volume. In the past, distributors could achieve business growth by representing major brands, but that path is no longer viable. The cake is no longer growing, yet more people are competing for it. Facing long-term supply chain transformation, how should FMCG distributors understand and respond? On March 15, 2024, Zhoupu Data and New Distribution co-hosted the “Next Generation Distributors” closed-door seminar in Chengdu.
周震Lu Xiuqiong: Navigating Cycles, Accelerating Omnichannel Growth
After a decade of rapid growth, FMCG companies face new challenges as investors tighten funds and once-brilliant brands struggle. At the 9th China FMCG Innovation Conference themed 'Supply Chain Revolution' held in Chengdu from March 14-16, Lu Xiuqiong, Global Expert Partner at Bain & Company, shared insights on 'Navigating Cycles, Accelerating Omnichannel Growth,' sparking lively discussions among attendees.
鲁秀琼Differentiation and Restructuring: How Can Distributors Fight Back?
At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Zheng Guangxian, Chairman of 1919 Digital Business Group, delivered a keynote speech titled "Differentiation and Restructuring: How Can Distributors Fight Back?" He emphasized that true digitalization must move from inventory management to integrating people, goods, and scenes, and advocated for transforming existing channels and stock rather than rebuilding, using platforms like 1919 Kuaihe to empower terminal stores.
郑广先Zeng Jian of Xinchao Media: How FMCG Brands Can Break Through in an Era of Oversupply
Oversupply is a common challenge facing every industry in China in recent years. According to mainstream authoritative views from academia and industry, in 2024, mainstream consumer groups will remain saturated due to the broader environment. Is China's housing oversupplied? Data shows that the total number of existing houses in China exceeds 600 million buildings, enough for 3 billion people, far exceeding the purchasing power of the population. Is automobile capacity oversupplied? Data shows that the overall production capacity of passenger cars in China is close to 55 million units, while annual production is about 23 million units, with a utilization rate of only 50%.
曾健Contrary to Trout's View: Qinghua Lang's Momentum Strategy Has Gone Astray
In 2017, Langjiu Group repositioned Qinghua Lang as 'one of China's two major sauce-flavor baijiu', launching a high-end strategy. Despite massive advertising and price hikes, the brand has faced price inversion and inventory issues due to insufficient brand momentum, allowing rival Xijiu to catch up in the sub-high-end market.
王小博、李相如County Town Franchise Owners Are More Intense Than White-Collar Workers in Beijing, Shanghai, and Guangzhou
In 2023, 1.265 million catering businesses received their 'death certificates,' double the previous year. The intensity of competition in any industry can be quantified at the market's periphery. For example, in Tang County, Baoding, Hebei, there were three franchise stores of a milk tea brand a year ago, but now only one remains. If opening a small shop was once the dream start for many young people returning to their hometowns, it's now necessary to add a special reminder: don't be cannon fodder, and don't underestimate the complexity of county town commerce.
戴菁Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective
Growth is an unavoidable topic for companies and distributors seeking development, and discussions have intensified in recent years. From March 14 to 16, the 9th China FMCG Innovation Conference, themed 'Supply Chain Revolution,' was held in Chengdu. During the conference, over 100 speakers and more than 2,000 manufacturer representatives and FMCG professionals from across the country explored how distributors and brands can pursue growth in the current environment. Among them, Mr. Li Zheng, Vice President of Zhoupu Data, delivered a keynote speech titled 'Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective' at the main forum, sparking lively discussions among manufacturers and distributors.
李正Snack Busy & Zhao Yiming Snacks: Strategic Expansion Northward, Aiming for 10,000 Stores!
Last year, we served over 600 million consumer visits, which not only reflects normal demand but also represents 600 million instances of being chosen and trusted, said Yan Zhou, founder and CEO of Snack Busy. On March 19, Snack Busy Group held its 'All Things Grow · 2024 Partner Conference' at the National Indoor Stadium in Beijing, with nearly 10,000 attendees including suppliers and franchisees. Four months after the merger with Zhao Yiming Snacks, the group unveiled its development strategy and goals.
任文青Andy"Growth is the First Strategy": China Resources Beer's 2023 Net Profit Surges 18.6%
On March 18, China Resources Beer (HK 00291) released its 2023 financial results, with revenue of RMB 38.932 billion, up 10.4% year-on-year, and net profit of RMB 5.153 billion, up 18.6% year-on-year. At the media briefing held that afternoon, Chairman Hou Xiaohai stated that the company's premium beer sales exceeded 2.5 million tons and Heineken® beer surpassed 600,000 tons, strongly answering historical questions about the company's ability to build international brands and succeed in the premium segment.
New DistributionMeituan Flash Warehouse Takes Root in Local Markets: Should Partners Join?
Last August, Meituan Flash Warehouse partnered with New Distribution to host a study tour in Guangzhou, giving some partners a clear understanding of the flash warehouse business model. Since then, we have received more inquiries from partners about this model. They want to know: how big is the growth potential for Meituan Flash Warehouse? Over the past few years, Meituan Flash Warehouse has grown by leaps and bounds. At the 2024 Meituan Flash Warehouse Ecosystem Conference held in Wuhan in January, data showed that the number of warehouses grew from just over 600 in 2021 to over 6,000 in 2023, with daily orders exceeding 2 million.
周群Fewer Handoffs, Lower Costs: How Supply-Chain Innovation Supports Growth
In a mature FMCG market, unified inventory and shorter fulfillment chains can reduce logistics cost, improve distributor capability, and create new growth for both brands and channel partners.
New DistributionHow Meijian Moved From Niche Plum Wine to Scaled Growth
Meijian built scale through category focus, restaurant occasions, product standards, agricultural and production investment, disciplined expansion, and growth measured by repeat demand rather than channel inventory.
New DistributionHow Distributors Can Build Capabilities into Their Organizations
When discussing this topic, many people's first reaction is what HR needs to do. For a typical trading company with annual sales of tens of millions, they won't set up a separate HR team; these tasks fall on the heads of the using departments, but their main business is not HR, so how should they handle it? Talent never belongs to the enterprise; it belongs to the labor market. If you leverage your professional advantages to empower employees, perhaps in the short term their overall capabilities will improve, but when employees leave, what remains? A business supported by excellent employees is individual heroism; when the "hero" leaves, the business pressure immediately multiplies.
高级研究员 海游CELSIUS燃力士 is Poised to Become the Next Oriental Leaf
CELSIUS燃力士 launches a new 500ml PET bottled zero-sugar energy drink, aiming to cultivate consumer tastes like Oriental Leaf did. With its unique metabolism-boosting formula and health-focused positioning, the brand is set to capture growth in China's expanding energy drink market.
冯瑶Zero Payment Terms, 3,000 Small Stores, Monthly Per-Capita Output of 500,000 RMB per Salesperson: The Second Curve Methodology for a Trading Company!
This article is a first-person account by Mr. Luo Kai, General Manager of Luoyang Hecai Trading Co., Ltd., about building a local B2B supply chain platform. Founded in 2006, the company initially dealt in snacks, condiments, and batteries before focusing on leisure food in 2010. As of now, it distributes over 70 well-known international and domestic brands, including Strong, Lay's, Wrigley, Perfetti Van Melle, Alps, Wuqiong, and Orion, with 4,000+ SKUs, 100+ employees, 10,000+ square meters of warehouse space, and 50+ vehicles. In the past three years, the B2B platform business has grown to nearly 100 million RMB in sales.
罗凯Exclusive: How Did Leerle Grow to 3900+ Stores and 40 Billion in Sales with Hard Discount?
Leerle founder Chen Zhengguo, with a non-standard Mandarin accent, often delivers memorable quotes about retail, the most famous being, "Redo all retail in the form of wholesale!" Starting from a 123-square-meter supermarket in 2011, Leerle has grown to over 3,900 stores with 40 billion yuan in sales. Before 2023, it was mainly known in Hunan and other southern provinces, but as snack discount stores boomed and hard discount became an industry hotspot, Leerle became a subject of study. Industry insiders call it the pioneer of hard discount in China. How did it grow? What is its approach to hard discount? And what implications does it have for the development of hard discount in China?
任文青Andy23 People, 100 Million in Sales! How to Successfully Transform from 0 to 1 in B2B within 3 Years?
The market is changing, and distributors must adapt. Facing current difficulties and challenges, if you remain stubborn and refuse to adapt to the times and market changes, it won't be your competitors that defeat you, but your own conservatism. Recently, regarding the topic '2024 will be the last window for traditional distributors to transform to B2B,' we invited Luo Kai, General Manager of Luoyang Hecai Trading Co., Ltd., to the Li Feng New Distribution live stream to discuss the path of traditional distributors transforming to B2B. First, let's briefly introduce Luoyang Hecai Trading. Founded in 2006...
李锋、罗凯Acting as an Agent for Brands like Vinda, Kotex, and Saky, How Did He Make His Own Paper & Hygiene Brand the No.1 in Local Supermarkets?
Creating one's own brand is almost every distributor's dream, but few succeed. This article discusses a practical case: Hongdi Trading in Taizhou, Zhejiang, which represents brands like Vinda, Kotex, and Saky, and has made its own brand Lvya tissue the top-selling paper & hygiene brand in local supermarkets. In a recent in-depth interview with New Distribution, General Manager Lu Zhengfu shared his journey from wholesale to leading local daily chemical trading and his strategies for building a successful private label.
张雨薇How Can Fuling Zhacai 'Squeeze' Out New Value?
Xin Ba's remark that 'Lao Gan Ma is also a prepared dish' has once again brought traditional condiment companies into the public eye. As people re-examine the side-dish industry, it's easy to see that Fuling Zhacai, which has a long history like Lao Gan Ma, is inevitably caught in a survival crisis and the pains of transformation. At the end of 2023, Zhou Binquan, who had led Fuling Zhacai for 23 years, handed over the top position to Gao Xiang, a chairman born in the 1980s. With the change in management, Fuling Zhacai is now thinking about how to 'squeeze' out new brand value.
晨曦Embracing the Supply Chain Revolution: Only with the Strength of a Champion Can You Afford Not to Compete
In recent years, everyone has faced immense pressure and anxiety, driven not by hard work or growth but by a sense of losing control. To escape this, businesses must find certainty again, and the supply chain revolution offers a path forward for both brands and distributors to build the capabilities needed to seize opportunities and thrive.
陈思廷Low Prices, Discounts, Retail in Flux: What Should Brands Do?
In 2023, discount stores were extremely popular, but this is not an easy business. With no consumption growth and oversupply, businesses are forced into harder ventures. The article explores the future of snack discount stores, the development of discount supermarkets, and the implications for FMCG brands, predicting continued growth but at a slower pace, with more players entering the discount track and intensifying price competition.
任文青Andy