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Manufacturers Seeking Growth Cannot Do Without Distributors!
A beer distributor worries about being bypassed as manufacturers experiment with direct supply to chains. However, distributors will not disappear; manufacturers need competitive distributors to win market share, and those who adapt will thrive.
金名Why Is AI in Most FMCG Companies Still Stuck in PowerPoint?
Recent conversations with industry peers reveal a common pattern: companies have discussed AI projects around business teams, aiming to combine frontline actions, process data, and management feedback to help managers spot problems and employees improve. While logically sound and technically feasible, these projects often stall—not due to model capability or vendor solutions, but due to data and responsibility boundaries.
任文青Annual Reports of 29 Dairy Companies Including Yili and Mengniu: Over 60% Face Performance Pressure, Who Is Growing?
2025 marks a year for China's dairy industry to shift from passive pressure to proactive adjustment, with signs of recovery emerging amid divergence. Among the 29 listed dairy companies' 2025 annual reports reviewed, only 10 achieved growth in both revenue and net profit, while over 60% faced declines in both or structural imbalances, with divergence intensifying.
葛畅“Switching Warehouses Saves 1.8 Million; Changing Rules Grows Business by 20%” – Distributors' Business Worth Rebuilding
A distributor in Chengdu saved nearly 1.8 million yuan annually by switching warehouses, while another in Guizhou grew business by 20% after changing sales rules. These cases show that distributors can find growth by optimizing internal constants like costs and business rules, rather than chasing external variables.
周群How Can FMCG Brands Enter the North American Mainstream Market?
The U.S. market is attractive for Chinese FMCG brands due to its size, consumer spending, and mature retail system, but it is also easy to overestimate. Entering the mainstream market requires more than just selling products; it means crossing ethnic channels to reach mainstream American consumers and surviving on shelves long-term. Before discussing scale, brands should first test products online and in Asian-focused channels, then expand to regional mainstream supermarkets and other ethnic channels, and only then consider major retailers like Walmart, Sam's Club, or Costco.
CFC出海Beyond the Reports: How Regional Managers Use AI to Manage Their Markets
Many assume that the higher a regional manager climbs, the easier the job gets. In reality, the opposite is true. Regional managers face a flood of information from multiple cities, supervisors, projects, and reports, yet this abundance often obscures rather than clarifies. This article explains how regional managers can use AI, specifically the 'Lobster' tool, to focus on cities, supervisors, and results, turning it into a true regional management assistant that surfaces key issues, prioritizes actions, and enhances control over outcomes.
赵波The Next to Eliminate FMCG Companies May Not Be Competitors, but AI
During this year's Spring Festival, a war without gunfire changed China. Doubao, Yuanbao, and Qianwen flooded Spring Festival Gala, elevators, and social media, bringing AI to every family's New Year's Eve dinner table with billions of red packets. Data shows that in March 2025, domestic AI app downloads exceeded 160 million, with about 200 million daily active users. Doubao's daily token calls surpassed 50 trillion, a tenfold increase year-over-year.
陈思廷Nongfu Spring, Master Kong and Other 11 Beverage Companies Report 2025 Results: Over 60% Achieve Growth, Highest Increase Reaches 115%!
A financial report is a mirror. Recently, multiple listed beverage companies in China have disclosed their 2025 performance reports. The same track shows vastly different results: some see both revenue and profit surge, while others face revenue decline and profit pressure. Behind this is a predetermined divergence. As health-conscious and scenario-based consumer demand reshapes the market, channel fragmentation and price competition add pressure, ending the era of 'distribution wins.' What replaces it is a comprehensive competition in product structure, channel efficiency, and brand capability. In 2025, the beverage industry saw significant changes; who is upgrading their structure, and who is under passive pressure? Through the financial data, a more realistic industry answer emerges.
杨玉琳Scenario Roadmap: Momentum Scenarios Break Through, Kinetic Scenarios Drive Volume, Long-tail Scenarios Sustain Growth
Sales expansion is essentially scenario expansion. A product's success depends on how many scenarios consumers associate it with. The scenario roadmap follows the path from momentum scenarios to kinetic scenarios to long-tail scenarios, guiding cognitive spillover in a controlled sequence.
刘春雄Surge 45.11%! Zhongju Hi-Tech's Q1 2026 Profit Reaches New High
On the evening of April 17, Chubang's parent company Zhongju Hi-Tech (600872.SH) disclosed its 2025 annual report and 2026 first-quarter report. In 2025, the company achieved operating revenue of 4.200 billion yuan and net profit attributable to shareholders of 537 million yuan. In Q1 2026, operating revenue reached 1.320 billion yuan, up 19.88% year-on-year, and net profit attributable to shareholders was 263 million yuan, up 45.11% year-on-year, setting a new single-quarter record. This record-breaking profit growth clearly confirms that after a deep adjustment in 2025, Zhongju Hi-Tech has officially emerged from its repair phase and is steadily entering a new growth cycle.
杨玉琳A Comprehensive Overview of Key Marketing Moments in Southeast Asia: How Can Brands Going Global Hit the Right Beat and Boost Sales?
By 2026, Southeast Asia is no longer the wild west where simply listing products could make money. With Shopee and Lazada locked in fierce battles, TikTok Shop wielding the sword of content commerce, and Temu disrupting the scene, traffic costs and conversion barriers are visibly rising. Many Chinese bosses, accustomed to the saturation tactics of Double 11 and 618, transplant these strategies to Jakarta, Bangkok, and Ho Chi Minh City, only to suffer heavy ad losses and dead inventory. This article provides a year-round calendar of marketing moments in Southeast Asia, explaining what to sell, the underlying consumer psychology, stocking strategies, and pitfalls to avoid.
戚特Frequently Changing Distributors and Sales Teams: Manufacturers Destroying Their Own Markets
There are many reasons for healthy market growth, each with its own characteristics, but the two most common reasons for hindered market growth are frequent changes of distributors and frequent changes of the manufacturer's sales team. The usual practice of incompetent managers is only one: warning, closing accounts, splitting markets when performance targets are not met, and simultaneously eliminating salespeople. The result is only one: the more frequently the two organizations change, the weaker the market becomes, until no distributors can be recruited and the market is blank. Today we discuss how to stabilize these two organizations and build the cornerstone of healthy market development. The manufacturer's sales team...
高级研究员 海游FMCG Industry Increasingly Fails to Retain Talent
As we enter 2026, the FMCG market remains one of the most dynamic and competitive industries. However, after years of digital transformation, changing consumption patterns, and supply chain restructuring, a severe challenge has emerged and increasingly become a bottleneck for FMCG companies' growth: talent shortage. More and more brand manufacturers are realizing that without solving the talent problem, many growth targets will remain on paper. This article offers some thoughts on this topic, hoping to inspire FMCG manufacturers.
邢仁宝Annual Revenue 70 Billion Yuan, 35 Years of Consecutive Growth: Why Don Quijote Is Japan's Only Retail Myth
A retail company that creates theme songs for crabs, sweet potatoes, and oden—have you ever seen that? Last month, the author visited Hong Kong and made a special trip to Don Quijote in Causeway Bay. After shopping, one feeling kept circling in my mind: the things domestic retail has spent so much effort on in recent years—lowering shelves, widening aisles, refining displays, and enhancing the shopping experience—are almost nowhere to be found in this store. Yet its business is incredibly good. This contrast is worth a serious discussion. Don Quijote's shelves are stacked to the ceiling, the layout is disorienting, and affordable snacks and luxury goods are squeezed onto the same shelf, earning it the nickname 'the worst store.' But it is the only retail company among Japan's 3,000 listed companies to achieve 35 consecutive years of double growth in both revenue and profit.
汪海Flash warehouses don't lack goods; what they lack is 'new supply' that solves pain points
In a price war, price matters, but how to gain reputation and attention is the real way to break through. What we aim to be is not necessarily the highest in order volume or gross margin, but the instant retail brand with the best reputation. At the CFC conference held in Chengdu on March 16-18, 2026, Da Zheng, founder of Zhaixiaoxiong, delivered a keynote speech on flash warehouse operations and hit product creation, sharing insights on supply logic and hit product rules in the context of intense competition.
大郑Ruoyu Paper: Exploring and Practicing PB Business from Zero to 100 Million
At the 2026 China FMCG Conference, Gao Yunchao, CEO of Ruoyu Group, shared the practices of Sichuan Ruoyu Tianfu Industrial Group Co., Ltd. (hereinafter "Ruoyu") in PB business. For Ruoyu, PB was not initially the main track but gradually became a key investment direction after continuous transformation under pressure from the original business. This business is also regarded internally as a "top leader project"—the boss must be involved for the business to truly succeed. Ruoyu itself is a full-category tissue manufacturer with raw materials from bamboo pulp to wood pulp.
高云超Zhao Bo of New Distribution: 36 Years of FMCG Marketing in China—How Marketing Power Shifted from Channels to Consumers, and Now to Algorithms
In March 2026, while working late, the author asked an AI assistant for a drink recommendation, which led to a realization that marketing power has shifted again. Over 36 years, it moved from channels (1990-2010) to consumers (2011-2023) and now to algorithms and AI (2024-present), fundamentally changing how brands must operate.
赵波FMCG Products Not Selling? It's Not Downgraded Consumption, It's Not Understanding Users
In today's FMCG market, products are abundant, but what's truly lacking are brands that resonate with consumers. The old growth model based on scale, channels, and traffic is fading, replaced by a new competition centered on needs, experiences, and lifestyles. FMCG competition is no longer just about selling products but re-answering 'why consumers choose you.' At the 11th China FMCG Conference on March 18, Xiao Mingchao, founder and CEO of Zhimeng Consulting, shared insights on the new consumption cycle, changes in consumer decision-making, and how FMCG can shift from functional satisfaction to meaning-driven strategies.
肖明超Poor Warehouse Management Limits Distributor Growth
As the FMCG distribution industry enters a phase of intense competition, warehouse and distribution efficiency has become a critical factor for success. Warehouse planning, not just management, is key to reducing costs and improving efficiency, as highlighted at the 11th China FMCG Conference.
徐桢Knorr Seasoning: Using the "Five New" Strategy to Tap Incremental Opportunities in the Fragmented Era
The era of full-coverage distribution is fading, and the relationship between people, goods, and places is being redefined. Growth logic no longer relies on single-channel expansion or blockbuster products but shifts to a more complex reconstruction of systemic capabilities. In this context, enterprises face not 'whether to change' but 'how and what to change.' So, how can brands find new growth levers? On March 16, at the main forum of the 11th China FMCG Conference (CFC), Hu Lerong, National Sales Director of Unilever's Knorr Retail, was invited to deliver a keynote speech titled 'Knorr Seasoning: Using the 'Five New' Strategy to Tap Incremental Opportunities in the Fragmented Era.'
胡乐融From Channel Distribution to User Symbiosis: Reconstructing the Growth Logic of Personal Care Brands
The personal care industry has seen a significant shift in its growth logic. In the past, brands relied on channel distribution, terminal coverage, and regional penetration for steady growth; however, with rising traffic costs, channel fragmentation, and rapidly changing consumer demands, relying solely on shipments and distribution can no longer explain today's growth. For personal care brands, the new question is not just how to distribute products, but whether products can truly meet user needs, whether brands can build sustained choice, and whether channels can become interfaces for user connection. On March 17...
曹业林90% of Brands Are Getting Lightning Warehouses Wrong!
A leading FMCG brand has developed a detailed internal playbook for lightning warehouses, treating it as a standalone business. However, most brands are approaching it with outdated mindsets, structures, and methods, leading to wasted investment and missed opportunities. The article outlines five key misalignments and argues that 2026 is the last low-cost window for brands to establish a controllable supply chain and scalable growth model in this channel.
周群From "Trade" to "Operations": How Traditional Distributors Become Comprehensive Operators of New-Quality Categories
At the CFC Conference held in Chengdu from March 16-18, 2026, Liu Liang, General Manager of Shenzhen Guanduoduo Trading Co., Ltd., delivered a keynote speech on how traditional distributors can evolve into comprehensive operators of new-quality categories. He emphasized that effortless success is a myth, failure is the norm, and focusing on the next step is key, urging distributors to shift from simple trading to value creation.
刘量New Distribution Zhao Bo: How Distributors Can Raise, Install, and Nurture the Lobster
Over the past two years, distributor owners have all asked the same question: Can AI really help me do business, rather than just chat with me? Yes, but only if you "raise it right." If you ask me "how to install the Lobster," the answer is simple: go to Tencent Cloud and do a one-click, foolproof installation. Installation is not the point; the key is how to configure it, feed it data, install skills, and finally let it monitor your operations. Many owners find that after installation, the answers seem okay, but soon they feel "it's just so-so." The problem is usually not the Lobster, but...
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