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3961 articles · Page 21 of 166
Farewell to the Old World, Embrace the New World
Twelve months ago, most managers were hopeful; twelve months later, most are disappointed. They assumed the problems were all caused by the pandemic and that once the black swan flew away, everything would return to pre-2019. Clearly, this logic is untenable. As I have said, judgments without deep insight are blind. The current blind pessimism is as harmful as the blind optimism at the beginning of the year. It can only lead our teams and companies into the abyss of failure. Correctly understanding what era we are in and how it is changing is the starting point for all our business strategies and tactics.
陈思廷On Survival and How to Thrive: A Conversation with Individual Retailers in Lower-Tier Cities
In China's third-, fourth-, and fifth-tier cities, individual retail seems to be gradually disappearing. Lao Wang (pseudonym), a regional distributor in Zunyi, Guizhou, notes that while large supermarkets in big cities are closing, small supermarkets are proliferating in lower-tier cities, squeezing out mom-and-pop shops. This article explores the current state and future of individual retail in these areas through interviews and analysis.
新商业价值媒体Annual Revenue of 80 Billion Yuan: No One Understands How to Sell Chocolate in China Better Than Ferrero
When you ask a Cantonese person what chocolate they love, they will only answer: "Kinder (Ferrero)". As Christmas and New Year approach, Cantonese people engage in a subtle competition over who receives more Ferrero chocolates. It's no exaggeration to say that Ferrero has boosted the GDP of Guangdong (and Hong Kong and Macau), as it's the only chocolate that can be bundled with skincare products and medicated oil, with many willing to pay for the often-out-of-stock Hong Kong version. Every year, hundreds of millions of Ferrero chocolates enter Guangdong homes through Shenzhen's ports.
宝璐Year-End Sprint: How Should FMCG Manufacturers and Distributors Execute?
In late October, China's Q3 economic data showed improvement in retail and service consumption, yet FMCG brands presented a mixed picture. For manufacturers and distributors, the first post-pandemic year-end requires stabilizing existing business while seeking growth. Using the beverage industry as an example, this article offers insights on aligning goals, rational rewards, data-driven analysis, problem-solving, and leveraging festivals to win the final sprint.
邢仁宝Ren Wenqing: Hard Discount - Reshaping Future Supply Chain Landscape and Growth Models
On December 6, the first China FMCG Hard Discount Conference opened grandly in Zhengzhou. At the main forum on the morning of December 6, Ren Wenqing, COO of New Distribution and chief editor of the 'China Snack Hard Discount White Paper', shared insights on 'Hard Discount - Reshaping Future Supply Chain Landscape and Growth Models'. The following are key points from the speech.
任文青AndyHow Did These Discount Store Franchisees Lose Their Money?
As the hottest retail format of 2023, hard discount has indeed attracted attention. New Distribution has always believed that the discount model will be one of the important retail models in the future. At the same time, we also note that 'low price' is the most impactful competitive means in current retail competition, but the skill of 'making money with low prices' is not easy to master. In a new business form, a large proportion of the first wave of pioneers often become martyrs. The purpose of this article is to remind brand owners, distributors, and discount store franchisees not to only see the opportunities of the hard discount trend, but also to be aware of its huge traps at this stage.
陈思廷Bestore Slashes Prices Drastically! Is High-End Strategy Dead?
The leisure snack industry has been hit again. On November 30, Bestore announced its largest price cut in 17 years, with member prices on over 300 products in stores averaging a 22% reduction and a maximum cut of 45%, focusing on snacks with optimized costs without compromising quality and high repurchase rates. Shortly before, leading bulk snack retailer Snackbusy merged with Zhao Yiming Snacks. In November, both retail and brand sides of the industry made major adjustments, with Three Squirrels having already adjusted earlier, while Baicaowei said it would not follow suit for now.
田静Instant Retail Cannot Do Without Digitalization
According to the 'Instant Retail Industry Development Report' released by the Chinese Academy of International Trade and Economic Cooperation under the Ministry of Commerce, instant retail has maintained an average annual growth rate of over 50%, with the market size reaching 504.286 billion yuan in 2022. It is expected that by 2025, the market size will triple that of 2022, far exceeding market expectations. Whether viewed from growth rate or scale, instant retail is a track that retailers cannot afford to abandon. In embracing instant retail, retailers also face many new problems: inconsistent online and offline data, multiple systems...
周群The Underlying Logic of Compensation and Performance System Design: Building a Dividend-Based Performance System
As sales decline, payment terms extend, channels fragment, and gross margins shrink, distributors face mounting challenges. If employees are not aligned with the boss, the business may falter. This article explores the root causes of these difficulties and advocates for a dividend-based performance system to activate employees, using a 'reverse calculation' method to tie compensation to gross profit, along with KPI assessments and data-driven management.
李锋Searching for New Campus Voices: How Master Kong Wins Over College Students!
Attracting young consumers is key to a brand's sustained influence, but achieving this is no easy task. Most brands rely on flavor innovation, packaging upgrades, and celebrity endorsements for youth-oriented marketing, accumulating industry experience. Yet, amid fierce competition, many brands are exploring creative new ways to connect with young people. Master Kong, for instance, used a grand music competition to engage college students through an innovative interest-based campaign. Partnering with QQ Music, the brand communicated with young people at zero distance.
青山依旧How to Design Distributor Compensation and Performance Systems That Fit the Business
The key to ultimately achieving profit growth lies in people; the core action for bosses is to activate personnel, and only by distributing money well can they use people well. Distribution is essentially a selling business, and the most important people in selling are sales representatives. Whether salespeople can create profits for distributors depends on whether the compensation system can motivate them. Traditional assessment methods influenced by conventional thinking not only fail to generate profits but also lead to a rapid decline in distributor profits, making it crucial to pursue new, effective, and efficient compensation systems.
李锋Zhang Zhizhi: Reforging the New Growth Engine of the FMCG Industry with Digitalization!
In the past 20 years of growth markets, companies found that doing the basic 4P tricks well could boost sales. But as mature consumption cycles begin, with lower population growth, stagnant consumption, and oversupply, companies must evolve from a crude marketing model focused on scale and quick profits to a customer-centric approach. This involves using digital systems engineering to improve marketing efficiency, enhance marketing cost effectiveness, empower channel partners, and enable precision marketing to reforge the new growth engine for enterprises.
张知智How FMCG Companies Can Win CNY: Channel Strategy and Execution
This Chinese New Year is set to be a major consumption event, and FMCG companies must plan carefully. This article outlines key strategies for channel-side CNY planning, covering market overview, operational background, core actions, and execution details.
高级研究员 海游Revenue Growth Management Methodology and Practice in the New Era
In the FMCG sector, Revenue Growth Management (RGM) is a field that has only recently been professionally managed. Using Mondelez as an example, this article shares the methods and insights from Mondelez's RGM process. Shoppers and channels in the new era are different; for a company like Mondelez, succeeding in the Chinese market is complex. Geographically, China's 1.4 billion people are spread across over 2,000 cities, while India's similar population is concentrated in only 500 cities, making operations 3-4 times more complex.
刘晓娟Why Industrial Chain Thinking Is Essential for Community Group Buying | Recommended Reading from 'Little Blue Book'
What is industrial chain thinking? To understand it, one must first recognize that it is a more three-dimensional and objective perspective, enabling us to establish a more professional analytical model and think more deeply. For instance, when asked 'How do you view the rise of prepared dishes?', most people would answer 'technology-driven, market demand', which is correct but fails to hit the core. With industrial chain thinking, the answer becomes: at the social level, emergency/disaster relief/military preparedness needs for living supplies; at the upstream supply chain level, product standardization, production scaling, and loss control; at the catering enterprise level, cost reduction and efficiency improvement, centralized procurement, and lower labor costs; at the industry talent supply level, chefs' heavy workload and a decline in professional chefs; at the market demand level, young people mostly don't cook but pursue deliciousness.
黄腾飞How Should FMCG Manufacturers Respond to the Impact of Snack Discount Stores on the Channel System?
From a distributor's perspective, the rise of snack discount stores is a product of changing times, reflecting the shift from manufacturer-led to consumer-led markets. Manufacturers must adapt by supporting regional brand chains and avoiding the trap of involution, as these discount channels become an unavoidable force.
于秀伟Surviving and Thriving with Distributors: How Nongfu Spring, Genki Forest, and Master Kong Do It
“I've lived a full life!” “I'm betting my life on this bed!” On October 21, Kuaishou influencer Xinba shouted excitedly in his livestream, after selling 1 billion yuan worth of domestic mattress brand DeRUCCI in a single session, breaking the Guinness World Record for single-product sales. While online sales boom, offline channels suffer, and distributors are increasingly marginalized as manufacturers directly partner with top livestreamers, a common trend in many consumer industries. “The distributor business is getting tougher; we now just handle delivery and payment,” lamented Lao Wu, a decade-long beverage industry veteran.
新商业价值媒体Leveraging Sports Marketing: How ChouBao Luosifen Boosts Product Sell-Through
What makes a good product? This is a question many distributors ponder. New Distribution observes that while hundreds of thousands of FMCG products launch annually, few survive market tests. Today's market demands more than shelf presence; it requires strong sell-through power. ChouBao Luosifen, through sports marketing collaborations like with People's Sports, enhances product appeal via distinctive packaging, gold medal prizes, and emotional connections, activating broader consumer groups and establishing a 'scenario' sell-through model.
田静How Jinbaibai Opened 100+ Warehouse Discount Stores in 3 Years, Reaching 1 Billion in Sales
Last week, I visited Tianjin and had an in-depth conversation with a local discount retail founder. They started in retail by selling near-expiry surplus goods, later transitioning to hard discount warehouse stores and gradually developing a replicable model. Over the past three years, through franchising, they expanded to over 100 stores with total sales exceeding 1 billion yuan.
任文青AndyHow to Set Support Strategies When Distributors Develop Management Partners?
As a distributor's business matures, its rights and responsibilities can be divided into three layers: the owner focusing on product rights, the general manager focusing on operational management rights, and market operators focusing on sales and maintenance rights. The general manager is the key contact for brand owners, and converting this role from employment to partnership is a common and effective way to maximize its function. This article shares practical support strategies from brand owners for these 'management partners', including daily work guidance, expense support, and management mechanisms.
高级研究员 海游Frontline Salespeople: Easy to Enter, Hard to Excel
In recent years, business has been tough, a common consensus. Many articles discuss corporate strategic dilemmas and distributor development challenges, guiding companies and distributors on how to thrive against the trend, improve store coverage, manage sales, and ensure rapid growth. But have you noticed? We focus on industry changes, corporate development, and distributor difficulties, yet rarely pay attention to frontline salespeople who face the same intense market competition and sales issues.
张雨薇What We Really Need Is 'Profit-Driven Growth'
This year, several notable shifts have occurred: fewer companies are willing to lose money for the sake of 618 or Double 11 sales reports; media no longer pedestalizes emerging industries or brands, using cautious and evasive language about new species; investors may call you not to invest, but to submit their resumes... Such bleak circumstances cannot be entirely blamed on the external environment; it's also because we have always prioritized growth over profit. Now in Q4, almost all physical enterprises have realized one thing: growth without profit is nothing but hooliganism.
梁将军In the New Era, How Does Data Intelligence Solve the Enterprise Growth Puzzle?
In the new era, how to use digitalization to expand stores and achieve higher per-store output has become the key to enterprise growth. Lu Chao, General Manager of Xuanwu Cloud Platform Innovation Center, introduced the Volume-Profit Growth Model, using offline big data + algorithms + business scenarios as the breakthrough strategy to help enterprises achieve new growth, reaching both 'volume increase' and 'profit increase'.
卢超Zhong Xuegao and Others Are Revealing Their True Colors...
For a time, investors favored consumer brands, but the logic has shifted. Zhong Xuegao, once hugely popular, is now embroiled in a wage arrears scandal, signaling its decline. The new consumer trend is 'consumption downgrading,' where affordability is key, as seen with Luckin Coffee, Manner, and Pinduoduo. Companies must adapt to this reality or face elimination.
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