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Wanchen Group Aims to Be the 'Pop Mart' of Snacks
Wanchen Group, one of China's largest snack groups, has initiated a Hong Kong IPO plan to advance its international strategy and enhance competitiveness. If successful, it will become the first 'bulk snack' stock on the Hong Kong Stock Exchange, ahead of rival Mingming Henmang.
伯虎团队We Visited Fresh Beer Fulujia: How Mixue Bingcheng Sells Beer
On September 30, Mixue Group announced it acquired a 53% stake in Fresh Beer Fulujia for about 297 million yuan, extending its product line from beverages and ice cream to fresh beer. Fulujia, founded in 2021, positions itself as an affordable craft fresh beer brand with about 1,200 stores across 28 provinces, and its business model mirrors Mixue's low-price, beverage-like approach.
窄播How Did Zulijian Sell 600,000 Bottles of Beverages?
Despite the fierce competition in the beverage industry, one brand has taught the industry a lesson: Zulijian, known for its elderly footwear, recently made headlines by selling frozen dumplings at 3.9 yuan. While some think Zulijian's beverages target the elderly, the brand actually aims at young consumers, similar to Moutai's ice cream strategy.
点这里关注→Liberate Salespeople, Re-arm Salespeople
KPIs were formed during the mature phase of the market. This is not an article sympathizing with salespeople, but a deep dive into how brands and distributors can break free from deep distribution and enter a new growth track. Because it involves new growth models, it may be challenging to read. Liberate salespeople from inappropriate deep distribution KPIs, but re-arm them with better incremental actions to re-enter the growth track. Deep distribution KPIs have become the industry standard and have been effective for 20 years, so there must be a reason. The actions of deep distribution are not complex, but only industry leaders execute them best, primarily due to their strong management capabilities, which have rolled out a simple system nationwide, and the KPI system has been instrumental.
刘春雄Why Are They Still Growing? Decoding the 'Few Growers' in the Stock Era
In the current Chinese FMCG industry, characterized by overcapacity, slowing demand, and disappearing growth, traditional growth methods have failed. Yet, a few companies like Yanjing Beer, Uni-President China, Dongshen Te Yin, and Bottle Planet are still achieving significant growth by redefining their strategies, focusing on big products, channel assets, and execution.
陈思廷Fuling Zhacai's Early Entrepreneurs Step Down One by One
With the resignations of General Manager Zhao Ping and Deputy General Manager He Yunchuan, the early entrepreneurs of Fuling Zhacai have gradually exited the company's management. Previously, Zhou Binquan led Fuling Zhacai for over 20 years, laying a solid foundation. Now, Gao Xiang, born in the 1980s, holds both chairman and general manager roles, fully controlling this 'pickled mustard kingdom.' The outside world is most concerned about how he will lead Fuling Zhacai to break through current bottlenecks and achieve the 'Billion-Yuan Wujiang' blueprint.
陈晓京Farewell to 'Shelf Hegemony': Category Management Steps Down, Single-Item Driving Takes the Lead
Recently, more newly opened and renovated community supermarkets have added the letters 'NB' to their signs, standing for 'Neighbor Business'. These stores share a common feature: reduced product counts and increased display space per item, with managers citing Aldi's 'minimalist SKU' approach. Meanwhile, at the start of this year, Walmart China CEO Zhu Xiaojing advocated for 'curated SKUs, single-item driven, not category driven' at Sam's Club, providing a successful theoretical basis for product selection in physical supermarkets. This raises the question: has the 20-plus-year category-driven management philosophy completed its historical mission, and will single-item driving become the dominant direction for product development and sales?
零售荆言Zong Fuli's Second 'Self-Harming Strike'
Starting to endure and plan at 14, and formally counterattacking at 40, Zong Fuli staged a real-life short drama of 'the eldest princess returns for revenge.' This drama includes elements such as succession obstruction, inheritance disputes, and equity conflicts. However, reality is not a short drama, and Zong Fuli is not a protagonist with superpowers; all she can do is enter the game herself and engage in close combat.
最话团队Master Kong's "Te Bie Te": A Bowl of Fresh Instant Noodles Opens a New Playbook for the Instant Noodle Industry
Professor Chu Yin's remark that "China no longer has a mass market, only segmented markets" captures the core pain point of today's consumer market. Some seek "simple and filling" options with extreme value for money, while others, within limited time and scenarios, desire differentiation and better experiences. This shift is not just about changing dining habits but also reshaping the perceived value of instant noodles. In the era of segmented consumption, instant noodles no longer have a single solution; they must cater to diverse groups and scenarios. The question arises: How can instant noodles find a new balance between efficiency and experience under this trend?
冯瑶Community Stores Emerge: How Walmart Is Revitalizing Its Big Game Plan?
In 2025, community stores, or affordable community supermarkets, have become a hot retail format. After several leading brands expanded, Walmart opened its fourth community store in Shenzhen on September 13, entering a phase of scaled rollout. The store focuses on differentiated products and exceptional value, leveraging its private brand 'Wo Jixian' and a full-channel strategy to drive growth.
孙静Yili, Mengniu, Bright Dairy and 17 Other Dairy Companies Report H1 Results: Who's Growing? Who's Falling Behind?
In the first half of 2025, the dairy industry's divergence is more evident than ever: facing sluggish demand, some dairy companies bucked the trend with double-digit revenue growth, while others saw profits halve amid fierce competition. Among the 20 listed dairy companies we reviewed, 11 achieved year-on-year revenue growth, while 9 declined. Leading players leveraged their full industry chain advantages to realize value, while small and medium-sized enterprises sought differentiation in niche segments. What signals does this divergence reveal? Where are the next opportunities for the dairy industry?
葛畅90% of Distributor Owners Don't Know How to Run a Morning Meeting
Many distributors face labor costs as their biggest operating expense, making it urgent to improve personnel efficiency and performance. As a key hub connecting brands and terminals, the morning meeting is far from a routine formality. A well-run morning meeting injects vitality into the team, driving performance, stability, and operational optimization. This article discusses how to run an effective morning meeting, addressing the root causes of low personnel efficiency.
高级研究员 海游Clean Ingredients, Unafraid of Comparison: How Lay's Luoxianbei Pushes Rice Snacks into the Next Growth Track
In the FMCG industry, distributors' product selection is like placing bets, with limited warehouse and shelf space making every decision a gamble on capital and opportunity cost. Over the past two years, many distributors have found new products increasingly hard to promote, relying on promotions or flavor gimmicks alone is no longer enough. They now focus on three hard indicators: category stability, brand trustworthiness, and market rhythm sustainability. From this perspective, rice snacks not only have a solid market foundation but also offer broad room for improvement, making them a category worth revisiting.
冯瑶The Growth Logic of the FMCG Industry Is Being Completely Rewritten by AI!
In recent years, the FMCG industry has invested in digital transformation, completing the initial stages of 'data online' and 'system integration.' Now, this process is accelerating into a new 'AI-driven' phase—companies are no longer satisfied with 'seeing' data but seek to make data flow in real time and actively empower business. AI is shifting from a tool attribute to a capability attribute, penetrating key links such as supply chain, channel, and marketing, driving enterprises from static analysis to dynamic intelligent decision-making. How to make AI move from 'foreseeing the future' to 'achieving growth' and truly become a business engine has become a key industry issue.
秦亚峰A Super Single Product with Tenfold Monthly Growth: What Did Maizima's No-Cook Pasta Do Right?
A distributor from Taizhou, Zhejiang, shared, "After two years of cooperation, Maizima's products are well-loved by our long-term customers, with a great product reputation. Their sales reps often help us open new distributors, making the partnership pleasant, and we never worry about inventory." In today's market flooded with products, a 'good product' recognized by distributors is a scarce resource. As a convenient and healthy fast-food brand under strategic investment from Genki Forest, Maizima is committed to providing consumers with safe, high-quality table solutions. The brand has repeatedly received international recognition, including the 'Global Taste Award' from the International Taste Institute in Belgium...
赵胜男From the Hit 'Guoyi Shaonian Zhi 2' to the Viral 'Drink More Boiled Water': How Traditional Wisdom Reaches a New Consensus with Young People
A convenience store owner noted a significant increase in customers buying Master Kong Boiled Water in recent months, often selling out shortly after restocking. The brand's success stems from the rising trend of traditional Chinese wellness among young consumers and its consistent youth-oriented communication, exemplified by its partnership with the TV show 'Guoyi Shaonian Zhi 2'.
张雨薇Suntory's 1L Natural Water Sales Grow 65% in One Year, Just by 'Slimming Down' Its Packaging?
Suntory's 1L natural water sales grew 165% year-on-year after the company redesigned the packaging from a squat round bottle to a slender square bottle in May 2024. The change was driven by consumer insights showing that 1L water was increasingly being consumed as a single-serve, on-the-go drink rather than a family reserve.
FBIFNo Outsourcing, No Big Spending! 600K+ per Livestream: How a Distributor Leverages Short Videos to Master Local Business
During a recent deep-dive study tour organized by New Distribution, a distributor was spotted efficiently creating and posting a short video while touring a warehouse, gaining significant traffic. This inspired an in-depth look at how Huang Jie, GM of Putian Quanshan Trading, uses short videos and livestreams to drive offline sales, achieving 20% of her nearly 100 million yuan revenue from online conversions, including a single livestream sales of over 1.3 million yuan during the 618 promotion.
葛畅From 'Seeding' to 'Tree Planting': Manxiaobao's Path to Sustainable Growth
At the 7th China FMCG Conference held in Shanghai from August 19-21, Manxiaobao CEO Ms. Zeng Cheng shared insights on sustainable growth, transitioning from 'seeding' (initial product buzz) to 'tree planting' (building a lasting brand). Despite market challenges of rising sales but falling prices, the five-year-old instant food brand achieved 20% year-on-year growth in the first half of 2025, driven by a consumer-centric approach across product, communication, and channels.
曾程Zhenshimei's Innovative Practice in Building a New Type of Supplier-Retailer Relationship
Amid the transformation of the FMCG industry, the role and value of distributors are being redefined. At the 5th China Retail Innovation Conference on August 20, Zhou Xu, Vice President of Biyoute Commercial Group and Co-founder & General Manager of Zhenshimei Supply Chain Management Company, shared his insights from a year of practice. He emphasized that the future of FMCG supply chains lies in building a 'symbiotic relationship' beyond traditional transactions.
周旭2-Person Team, 11 Million in First Month: The Neglected Blue Ocean Channel for Distributors Is Booming
Distributors are squeezed between upstream pressure and downstream retail disruption, but a new blue ocean channel on Dewu is offering low-cost, high-profit opportunities. With no ad spend, a two-person team achieved 11 million yuan in sales in their first month, and many have seen rapid growth by tapping into the platform's 500 million young users.
汪海Beyond Store Revamps: The Retail Industry Needs 'Category Management'
Amid deep transformation in the retail industry, 'store revamps' have become a hot topic. Facing sluggish consumption, intensifying competition, and channel fragmentation, relying solely on low prices and imitation is no longer sustainable. How to navigate cycles through retail technology, product strength, and operational methods is a shared concern. On August 20, at the 5th China FMCG Retail Innovation Conference, Zhang Zhiqiang, a 30-year retail veteran, co-author of 'Category Management', and founder of Yuanzhi Category Management, used his practice and insights on 'category management' to systematically explain the core issues retailers should focus on beyond store revamps.
张智强A Tobacco and Alcohol Store Owner's Lament: 'In All My Years in This Business, I've Never Seen It This Tough'
Inventory turnover has hit a historic low. 'Half the year is already over, and revenue hasn't even reached one-tenth of last year's.' Li Hua (pseudonym) speaks with deep helplessness. Li Hua has run a tobacco and alcohol store in Jinan, Shandong for 12 years, and now struggles to keep the store afloat, losing sleep over it. The 40-square-meter store is fully stocked with various premium cigarettes and liquors, looking no different from previous years. But only Li Hua knows that a significant portion of these goods has been sitting for nearly six months, with inventory turnover at an all-time low.
晴山Deep Transformation of People, Goods, and Places Revitalizes Classic Condiment Brands with New Offline Growth Momentum
In the era of shrinking volume, where competition for existing market share intensifies and traffic dividends fade, how can brands find growth breakthroughs? Knorr, a classic representative of the condiment category, has demonstrated strong omnichannel growth momentum in recent years. This article explores how Knorr has found new growth solutions in the shrinking era by reconstructing the logic of 'people, goods, and places.' On August 19, at the main forum of the 7th China FMCG Conference held in Shanghai, Hu Lerong, National Retail Sales Director of Unilever Knorr, delivered a keynote speech titled 'Deep Transformation of People, Goods, and Places: Revitalizing Classic Condiment Brands with New Offline Growth Momentum,' sharing Knorr's deep transformations in channels, products, marketing, and organization, providing new ideas for brand development.
胡乐融