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Under the Epidemic, Why Did Their Sales Increase Instead of Decrease?
The epidemic caught many trading companies off guard, but some distributors saw sales rise by leveraging online ordering, channel diversification, and prior digital transformation. This article summarizes the experiences of several partners during the crisis to offer practical insights.
尚普贺A Letter to Business Office Managers: How to Become an Excellent Manager?
As a grassroots manager, a business office manager must serve as both a参谋 and assistant to superiors and a leader for frontline sales personnel, fulfilling duties of standing guard, keeping watch, and fulfilling responsibilities. The manager entrusts the regional team management to the office manager, who, as the 'soldier-head and general-tail' role, should live up to the mission and do their best. As the saying goes: to forge iron, one must be strong oneself. A manager must possess qualities such as good ideology, refined skills, business acumen, management ability, upright conduct, high drive, and credibility to lead the sales team to achieve targets. In reality, however, some managers are giants of words but dwarfs of action, often making meticulous plans but faltering in execution due to weak basic capabilities.
海游The "Iron Triangle" of FMCG Channels: Distributors, Frontline Sales, and Product Specialists Form Small Teams to Fight on the Front Lines
Amid China's economic slowdown, fragmented consumer demand, e-commerce disruption, and squeeze competition, traditional FMCG channel models are under pressure. In response, New Distribution, with Professor Gao Song from East China University of Science and Technology, launched the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods. This ninth installment focuses on building frontline team combat mechanisms for FMCG manufacturers, drawing on Huawei's Iron Triangle model adapted for consumer goods.
高松Snow, Tsingtao, Budweiser Accelerate Layout in Mid-to-High-End Market, How Can Innovative Craft Beer Stand Out?
Beer is a market worth hundreds of billions. The top five giants—Snow, Tsingtao, Budweiser, Carlsberg, and Yanjing—control 83% of the market. As consumption upgrades, consumers seek better taste and quality, prompting giants to enter the mid-to-high-end segment, while craft beer sees explosive growth. Innovative craft brewers like Panda Craft Beer focus on offline channels and cultural education to differentiate.
袁来When the Trend Comes, How Can Food Product Managers Leverage It to Create Hit Products?
The sudden outbreak of COVID-19 disrupted the calm of 2020. During the pandemic, consumer demand for immunity-boosting and convenient foods rose due to fear and laziness. Beyond pandemic-driven needs, shifts in consumer demographics and rising spending power have created new category opportunities. Brands must discern and act on these trends to develop successful products.
FBIFHow Miao Ke Lan Duo Created a Chinese Cheese Brand with Products Selling Out During the Pandemic
This article is republished from the WeChat public account Smart Investors (ID: Capital-nature). It shares insights from Miao Ke Lan Duo's chairman, Chai Xiu, on how the company achieved explosive growth in 2019 by focusing on the cheese market, children's segment, and elevator media, and how they turned the COVID-19 crisis into opportunities in 2020, with products selling out and sales surging.
田心Distributor Boss's Personal Account: How Did He Turn Around from Mars Wrigley Distribution to Snack Food Category Distributor?
Before 2018, Zhicheng Trading in Linquan County, Anhui, was a multi-brand, cross-category distributor. After 2018, it successfully transformed into a single-category snack food supplier, experiencing short-term sales fluctuations but rapid net profit growth. Now, Zhicheng Trading has over 2,000 terminal outlets, 11 salespeople, 1,500 SKUs, with annual sales growth exceeding 30% and self-operated category sales growth over 100%. The following is the 'distribution development history' of Zhicheng Trading, as told by its founder, Mr. Wang Lei.
王磊A 15-Day Battle for Million-Dollar Collections: A White Liquor Operator's COVID-19 Review
The sudden outbreak of COVID-19 has thrown many businesses into crisis, forcing them to adapt or perish. This article reviews how a provincial white liquor operator in Henan, with annual sales of 30 million yuan, executed a five-step self-rescue plan, including internal morale building, targeted promotions, public welfare campaigns, and post-pandemic market strategies, successfully collecting over a million yuan in just 15 days.
1号子弹During the pandemic, the bird's nest industry plummeted by 96%, why did Xiaoxian Dun buck the trend and grow by 150%?
During the pandemic, Xiaoxian Dun's sales still grew by 150% compared to the same period in 2019, according to founder Lin Xiaoxian. Despite the industry's 96% drop in daily sales, Xiaoxian Dun achieved counter-trend growth through strong product and brand strength.
New DistributionOvernight, Community Group Leaders Were All Snapped Up!
If there was one of the hottest keywords in 2020, it was community group leaders. Major FMCG brands from beer to beverages to food to condiments to daily chemicals suddenly made the position of community group leader the top searched job in the FMCG industry, becoming the apple of every FMCG company's eye. Overnight, community group leaders were all snapped up! The community group buying channel was enthusiastically embraced by manufacturers, who placed their hopes on it as a lifeline during the pandemic. My article 'Ten Questions: The Marketing Model of Recruiting Community Group Leaders in FMCG' also sparked heated discussion among FMCG practitioners and marketing gurus.
1号子弹Home Delivery Is Hot, the First Half Is Over, What About the Second Half?
An important feature of the internet is the separation of transaction and delivery. E-commerce is a typical example. The COVID-19 pandemic has shown us the separation of transaction and delivery in offline and community scenarios. Thanks to the 'home delivery' model, which provided a new solution when traditional delivery was disrupted, it even saved some community e-commerce platforms that were on the verge of closing. So, after the pandemic, will home delivery still have a future? If so, who will benefit? Some have said that home delivery might even replace in-store delivery and become the mainstream delivery model for commerce.
刘春雄50,000+ N95 Masks Available – Click Here If You Need Them
The outbreak has disrupted all plans for 2020, and some distributors fear bankruptcy if conditions don't improve. With stores closed and consumers staying home, distributors face slow sales, but demand remains; they need effective methods to move inventory, such as offering masks, which are in high demand. A New Distribution client has over 50,000 medical masks available at a low price to help businesses in need.
New DistributionMinistry of Commerce Notice: Organize Commercial Enterprises to Resume Work and Production, Ensure the Supply of Daily Necessities
According to the latest news, on the evening of the 23rd, the Ministry of Commerce issued a notice on 'Coordinating the Work of Ensuring the Supply of Daily Necessities', requiring provincial-level commerce departments to organize commercial enterprises to resume work and production in an orderly and forceful manner while ensuring epidemic prevention and control safety, and to further ensure the supply of daily necessities. The notice requires that while the top leader personally oversees epidemic prevention, they should quickly organize capable personnel, formulate and improve work plans, and orderly promote the resumption of business operations of commercial enterprises. It also emphasizes promptly identifying and coordinating to solve problems on the front lines of epidemic prevention and work resumption.
New DistributionCommunity Partners: Don't Turn Yourself into a WeChat Business!
During the COVID-19 pandemic, community partners became popular, but we found that most community partner systems lack a real 'community' element, resembling a revival of WeChat business in FMCG with weak vitality. The key to sustainability lies in finding the main battlefield: the community. Without a community focus, a partner isn't even a qualified WeChat business.
刘春雄How Chinese Enterprises Turn Crisis into Opportunity: Focus Media and Junzhi Strategic Consulting Jointly Launch the 'Billion-Brand Building Plan'
During this critical period of resuming work and production and promoting economic development, it remains a top priority for enterprises to seize post-epidemic growth opportunities, guard against 'price wars', and enhance the international competitiveness of Chinese brands. On February 23, Focus Media, the world's largest elevator and cinema media group, together with Junzhi Strategic Consulting, a benchmark in Chinese strategic consulting, jointly released the 'Billion-Brand Building Plan' via an online press conference.
New DistributionAfter Work Resumes, Re-strategize Marketing to Embrace the New Normal
In the past two days, except for Hubei, the focus has shifted from epidemic supervision to work resumption supervision, and another economic battle has begun. Before the Spring Festival, I outlined three major marketing growth strategies for 2020: product upgrade growth, channel squeeze growth, and three-dimensional connection growth. Now, the original plans and pace have been disrupted, but there are unexpected gains: new marketing tools such as community groups, live streaming, and home delivery services have accelerated the adoption of the three-dimensional connection growth model across industries.
刘春雄Revelation: The Epidemic Is a Mirror Reflecting Many Internal Problems of Enterprises...
The epidemic acts as a mirror, revealing internal problems in many enterprises, causing some complacent leading brands to stop smiling, some top managers leveraging corporate platforms to scratch their heads, and some large distributors to be mired in difficulties. From another perspective, Chinese culture emphasizes the balance of yin and yang, and this epidemic can be seen as the mutual transformation of 'yin' and 'yang', 'crisis' and 'opportunity'. Some excellent enterprises, though unable to fully recover losses, operate their systems orderly, while others are in a fluster, like firefighters missing tools, unable to do what they want.
海游How Should FMCG Manufacturers Plan Their Marketing in the "Special" Year of 2020?
The epidemic has basically moved from the outbreak period to the post-epidemic period, with the peak already passed. Many companies resumed work around the 20th, and the previously tight production capacity, especially for grain, oil, and instant food products, should ease. It is foreseeable that road closures and city lockdowns will be lifted by the end of the month, and transportation nationwide (except Hubei) will gradually return to normal. Offline retail will also gradually recover as the epidemic subsides. The sudden outbreak caught the entire industry off guard. But...
赵波158 Minutes, 52,000 Online Participants: 'After Work Resumes, How Should Distributors Handle Underutilized Staff?'
On February 18, New Distribution invited Mr. Li Feng, President of Liaoning Anshan Hongye Hengda Trading Co., Ltd., to its live stream to discuss how distributors can improve capabilities, analyze customers, and seize market share during the pandemic lull. The nearly 160-minute session attracted 52,000 viewers and provided practical insights from a distributor's perspective.
New DistributionJiang Nanchun: How Can Chinese Enterprises Turn the Tables Amid the Sudden Outbreak?
The sudden outbreak has given business operators a very unusual start to the year, raising anxiety and spreading panic. Everyone knows the epidemic will eventually pass, but where does the lingering unease come from? On February 16, Zhenhe Island, Baidu, Sina Finance, Entrepreneur Black Horse, 36Kr, Shanghai Jiao Tong University Antai EMBA, CEIBS CMO Club, and HKU SPACE Enterprise Institute jointly launched a special live broadcast course on epidemic response. Jiang Nanchun, founder and chairman of Focus Media, shared insights alongside leaders from various industries, discussing experience, responses, and future outlook to help enterprises and operators fight back.
New DistributionEight Lessons Learned by a City Manager After Returning to Work
Lao Wang, a city manager with over 20 years of experience in the FMCG and daily chemical industry, was caught off guard by the COVID-19 pandemic. After resuming work, he reflects on eight key lessons, emphasizing the importance of O2O, B2B, B2C, CVS, group buying, special channels, lower-tier markets, and risk management, and urges proactive recovery efforts.
许翔Under the Pandemic, How Can Chinese Brands Break Through?
A recent article calling for discussion on the economy has gone viral, reflecting anxiety and hope about China's economy amid the pandemic. While most analyses focus on industry-level impacts, this piece examines the macro and micro changes in Chinese brand building under the new variable of the pandemic, and how Chinese brands can maximize certainty in a changing landscape.
陆星集Nestlé, Mengniu, Uni-President, Coca-Cola and other FMCG companies resume operations...
Recently, social media has been flooded with posts saying 'I am at work, working online.' Major companies have responded to the national call to delay work and promote online office to avoid crowd gatherings and slow the spread of the epidemic. However, the epidemic has persisted, and the number of confirmed cases is increasing daily. Regardless of the epidemic's changes, society must continue to live and consume. On February 11, at a State Council press conference on joint prevention and control of the pneumonia epidemic, Cong Liang, member of the Party Leadership Group and Secretary-General of the National Development and Reform Commission, stated that provinces outside Hubei are gradually resuming work and production, especially in key areas such as medical supplies, energy, food, transportation, and logistics. Meanwhile, major food and beverage companies have also resumed production to ensure market order and stable supply during this special period.
New DistributionSelf-Rescue Guide for FMCG Manufacturers: Strategic Deployment Amid the Pandemic
Although the pandemic is still ongoing, FMCG manufacturers are gradually resuming work. For 2020 post-pandemic, FMCG manufacturers need to focus on marketing trends and opportunities, whether consumer behavior will change due to the pandemic, and how to plan marketing based on consumer changes. To address this, New Distribution invited Mr. Pan Lihua from Swire Coca-Cola to discuss key work priorities for FMCG manufacturers at different stages of the pandemic and under different consumer demand contexts. We can broadly divide the pandemic period and post-pandemic into four stages...
潘利华