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How to View Digitalization: A Tool for Improving Efficiency or a Model for Driving Growth?
Coca-Cola's OBPPC theory is an occasion-based brand/pack/price portfolio by cluster, which designs product packaging, pricing, and promotions within a channel based on consumer scenarios. In today's digital era, products must offer full-scenario flavor, series, and specification combinations to meet consumer needs, and digitalization should be seen as a business model, not just a tool, as exemplified by Eastroc's success with QR code red packets.
赵波13,000-Word Methodology: How to Build a Private Domain for Low-Unit-Price, High-Repurchase Categories?
Low-unit-price, high-repurchase categories are well-suited for private domain operations. From an operational perspective, as long as senior management supports it and the organizational structure is reasonable for deployment, it can easily extend customer lifetime value and drive profit growth. The core strategy involves tiered community management for batch conversion, membership cards to lock in repurchases, SOP-based product bundle recommendations within repurchase cycles, and referral distribution.
三十How Should Distributors Think Deeply and Build Momentum for Growth During Epidemic Lockdowns?
A distributor in a county-level city called to ask how to handle a sudden lockdown that halted his planned market push for a new beverage brand. The article advises using the downtime to review data, outlets, team, and hardware, and to prepare strategically for post-lockdown growth.
高级研究员 海游Snack Track: Where Is the National Snack Trend Heading?
From product, marketing, channel, to supply chain, snack brands are tested not just by single-point breakthroughs but by comprehensive capabilities to survive the long, snowy slope. With the market size growing from 410 billion yuan in 2010 to 1.1562 trillion yuan in 2021, the leisure snack industry remains a prime track, and new players and traditional giants are vying for leadership.
青翎Data Analysis: Uncovering Sales Potential
As offline foot traffic continues to decline, it's crucial to maintain the offline channel's core business through meticulous management and professional data analysis. This article, part of the Key Account (KA) Management series by New Distribution and former Coca-Cola China executive Cao Yang, explores five practical data analysis methods to uncover sales potential.
曹扬Geoffrey CaoHow to Grow?
“I've lost about 400,000 yuan in real money,” says Yan Shun, a beverage distributor who knows many restaurant owners who didn't survive the pandemic. He and his team are searching for a way forward amid the crisis, as consumer spending plummets and traditional sales channels vanish.
郑一鸣Master Kong's 'Space Strategy' Helps the Brand Cross Cycles and Continue to Lead
Less than two months after the successful return of the Shenzhou-13 crewed spacecraft, the China Manned Space Agency website announced that the Shenzhou-14 spacecraft was launched on June 5. 2022 is a busy year for China's space program and the fifth year that Master Kong has adhered to its space strategy. Since becoming a 'China Space Industry Partner' in 2017, Master Kong has integrated the space strategy into its business operations, holding itself to space standards and adhering to 'space quality.' This commitment is reflected in Master Kong's impressive market performance: according to Nielsen data, in 2021, Master Kong held a 45.7% share of the instant noodle market by volume and 48.0% by value, ranking first in both metrics.
周群On New Distribution's Article "How Can New Products Seize the Key Moment of Sell-Through?"
Where does the 'anxiety' of launching new products come from? Using beverages as a case study, the article explains that this anxiety often stems from problems encountered during new product launches: how to distribute? Why won't small shop owners stock up? Small shop owners report poor sales, leading to loss of team confidence and ultimately failure. These issues reflect the 'moving but not selling' situation that brands face in real life, as no brand can continuously invest marketing expenses for a new product, and once marketing stops, sales stagnate—a challenge many brands have encountered or are currently facing.
习丌𠙶7 Words to Understand Contemporary Young Consumers' Spending Habits
Japanese management guru Kenichi Ohmae suggests that in the 21st century, businesses should focus on what customers truly need rather than just selling products. This idea applies to China's new consumption revolution, where seven key words—new, experience, value, anti-consumption, laziness, addiction, and creation—define the current market trends.
新零售商业评论JDB Herbal Tea Season: Starting by Winning Over the New Generation
Marketing methods in today's market are undergoing fundamental changes. With the rise of the digital economy, the FMCG industry is shifting from an era of 'traditional media + limited shelves' to one of 'streaming media + unlimited shelves', transferring choice sovereignty from being product- or brand-centric to being user-centric. How to be user-centric? It requires not only good products that meet consumers' physiological and functional needs, but also making users feel brand value through 'value perception'. For example, JDB's brand positioning is the classic slogan 'Fear of getting heaty? Drink JDB.'
田静How Can New Products Seize the Key Moments of Sell-Through?
A new product's sell-through is determined by two key factors: per-store sales volume and the number of outlets. Even a bestseller like Coca-Cola averages only 4-5 bottles per store per day, so expectations for new products should be realistic. The key is to find differentiated channels and maintain effective outlets through regular visits, while also leveraging experiential marketing at critical moments to drive purchases.
冯瑶Poor Warehouse Management Leads to Annual Losses!
This is a real case of a milk powder distributor in Sichuan. The boss started from scratch in 2009, revenue exceeded 50 million in 2011, and he aimed for 100 million in 2013, but the company was deregistered in 2019 and the boss changed careers. The company's rise and fall over a decade offers a glimpse into the broader challenges. Early on, due to the well-known Sanlu melamine incident, domestic milk powder was overshadowed by imported brands. The distributor quickly rose by representing original imported milk powder from New Zealand and Australia, opening high-end supermarket systems like Ito Yokado and Renhe Spring in Sichuan.
天天Exclusive Observation | When Will China Resources' "Beer + Baijiu" Dual-Wing Strategy Expand into Sichuan Baijiu? The Landscape of Sichuan's "Little Golden Flowers" May Shift
Recently, many distributor friends have left messages asking New Distribution to interpret China Resources' baijiu strategy. Given the accelerating pace of China Resources' baijiu layout, they are eager to know where its next move will be—in Guizhou or Sichuan. This article analyzes the strategic significance of baijiu for China Resources, deduces its possible layout approach, and speculates on which Sichuan baijiu brand it might partner with.
陈思廷Growth Logic for FMCG Manufacturers Amid the Pandemic
Amid the pandemic, FMCG manufacturers face changing consumer behavior and consumption downgrades. Growth now hinges on choosing between volume and premium pricing, adapting to younger consumers' rational spending, and exploring multi-scenario, multi-channel strategies.
高级研究员 海游Acting as Distributor for Yanghe, Uni-President, Want Want, JDB and Other Brands, Achieving Annual Sales of 80 Million in a Fifth-Tier City: How Did He Do It?
Recently, during market research in first-tier markets such as Henan and Hebei, we visited a number of distributors and city managers and walked the market. In the process, we found many points worth pondering. In the past, New Distribution has been reporting on outstanding distributors, including benchmark distributors with annual sales of 70-80 million in lower-tier cities, as well as excellent large distributors with annual sales of hundreds of millions or even billions in developed cities. These excellent cases have given us an illusion: the trading and circulation market environment seems not bad, and most distributors are doing well. But in fact...
周群Decoding the Growth Path of Discount Chains: Who Will Be China's 100-Billion-Yuan Player?
As consumer supply becomes increasingly diverse and excessive, category killers and discount store formats have rapidly emerged in China in recent years, with startups like Snack Busy, HotMaxx, Discount Niu, and Linshi Mofa securing funding. Even without strong capital injection, they are entering a growth trajectory of scale expansion and sustained profitability due to robust demand and vast expansion space in lower-tier markets. In the US and Japan, giants like Costco, Aldi, Dollar General, and Don Quijote have risen. In China's current consumer transition, can players with 10-billion or 100-billion-yuan market value emerge? Chenrui Capital's research suggests that the snack 'category killer' discount chain is the most needed retail format in China's snack market and closest to the essence of retail operations.
胡维波、石尧Dealer Boss, Why Can't Your Team Win Battles?
The pandemic persists, and businesses are struggling with high inventory and cash flow issues. Yet some companies adapt quickly and grow despite the crisis. The key difference lies in organizational capability—the ability to turn ideas into action and results. This article explores what organizational capability is, how it grows, and how to improve your team's signal-to-noise ratio to win battles.
任文青AndyAmid Recurring Pandemic, How Can Distributors Achieve Counter-Trend Growth Under Heavy Pressure?
The COVID-19 pandemic has entered its third year of recurrence, with outbreaks since mid-March affecting nearly 30 provinces, from Shenzhen and Guangzhou to Jilin and Shanghai, and now Beijing and Zhengzhou. In this normalized pandemic environment, distributors face severe challenges such as market disruptions, declining sales, and inventory backlogs. Without good experience sharing, many distributors struggle to find effective methods and strategies, leading to significant business losses.
周群How to Build a High-Performance Marketing Team from a Practical Perspective?
Improving team combat effectiveness requires training, and as the FMCG industry enters a shrinking market, the value of human efficiency is amplified, prompting many manufacturers to gradually improve their training teams. Having participated in numerous corporate trainings, I've found a common issue: brands often resort to last-minute information cramming in the face of urgent matters, and despite the trainer's best efforts, results fall short of expectations.
高级研究员 海游Dealers at the Epicenter of the Pandemic: How to Adapt and Grow Against All Odds?
Amid the recurring pandemic, dealers face uncertainty and disorder. Many complain about sluggish markets, but one dealer, Gao Jingjing, general manager of Beijing Guoyingjian Trading Company, has achieved growth despite the challenges. Her company, established in 2002, partners with over 10 well-known domestic and international brands, covering more than 3,000 retail clients in Beijing.
郑一鸣How Should Small Companies Handle Daily Management?
Employees work for the boss, and the boss pays them. Structurally simple, it could be a win-win, but in reality it often becomes a lose-lose. The boss thinks labor costs are rising and employees lack attitude and execution, while employees feel underpaid and overworked. The core issues are differing perceptions of wages, lack of supporting measures, and a standoff over who should act first. The book 'Small Company Daily Management' offers solutions.
潘文富2022 FMCG Launch Week OL Goes Live
Amid recurring pandemic outbreaks and static management, offline events are constrained. The 2022 FMCG Launch Week OL, co-hosted by New Distribution and the FMCG Launch Week Organizing Committee, opens online on May 25 to help industry players explore trends and connect without leaving home.
New Distribution2022 FMCG Release Week OL is Now Live
Amid recurring pandemic outbreaks and static management, offline events are constrained. The 2022 FMCG Release Week OL, co-hosted by New Distribution and the FMCG Release Week Organizing Committee, will open online on May 25, offering a comprehensive platform for the FMCG industry chain to explore trends, connect, and cooperate without leaving home.
New DistributionHow a Financial Elite Crossed into FMCG and Became a Leading Regional Dairy Distributor in Four Years
Even the strongest companies will struggle if they don't take action for the future. 2022 was tough, but no one expected it to be this tough. The recurring pandemic has lasted three years, impacting all industries to varying degrees. Facing this uncertain future, what should distributors do? There's no standard answer. For distributors, the core is to focus on the present, deeply cultivate regional markets, monitor competitors, and stay 'half a step' ahead. This 'half step' lead was mentioned by Mr. Liu Wanqing of Shenyang City Dairy Co., Ltd. during an interview.
周群