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Exclusive | Interview with Jili Founder Huang Xiongwei: How Can a Traditional FMCG Company Secure Three Rounds of Financing Totaling Over 100 Million Yuan in Two Years?
Zhejiang Jili Food Co., Ltd., founded in May 2016, has secured three rounds of financing within two years, including a Pre-A round from Hongtai Fund (investors Yu Minhong and Sheng Xitai) and an upcoming A+ round exceeding 100 million yuan. Founder Huang Xiongwei explains why venture capital favors a traditional offline distribution company and shares Jili's unique business strategies.
袁来An Online Distributor for Mondelez, PepsiCo, and Perfetti Van Melle, with Annual Sales of 250 Million Yuan: How Does He Divide Work with Traditional Distributors?
Distributors are familiar in the FMCG distribution field, traditionally referring to offline distributors operating within cities or regions, equipped with capital, vehicles, warehousing, and sales staff. With the rise of FMCG B2B, a new type of distributor emerged: E-distributors, or internet distributors, who leverage platforms to connect upstream manufacturers and downstream retail outlets, differing from traditional offline distributors by lacking physical assets but using internet tools to distribute products widely.
新经销100人Zhou Hongyi Announces High-Profile Purge of 'Little White Rabbit' Employees, Showing No Mercy!
Dismissals and layoffs are ever-hot topics in the workplace. Zhou Hongyi recently tweeted that HR departments should regularly clean out 'little white rabbit' employees to avoid the 'Dead Sea effect.' While the concept has some merit, netizens are upset, interpreting it as suggesting that capable employees will leave for better opportunities while the incapable stay put, leading to the wrong people leaving. The article discusses employee classifications, the dangers of 'little white rabbits,' and suggests that instead of firing them, companies should design performance systems with intrinsic motivation to turn them into 'stars.'
New DistributionTraditional 'Brand-Driven' and 'Channel-Driven' Strategies Have All Failed—What Is the True Path to Brand Success?
This article is authorized and sourced from Fanctory Fan Workshop (ID: fensigongchang). In an era where marketing without IP is unthinkable, IP is like a steamship in the Age of Sail or tanks in WWII—not just advanced weapons but a mindset from a higher civilization. Those who master IP will conquer the market. How to build an IP? Let's hear from Liu Chunxiong, the rotating dean of the Fan Research Institute. In the new marketing system, the most critical element is IP.
刘春雄Coca-Cola's Transformation: What Outcome Will It Lead To?
Coca-Cola is also pursuing a "total beverage company" strategy in China. Its brand recognition and mature sales network can serve as a springboard for new brands in their early stages, but they will then face more complex market challenges.
王怡Retail industry also caught in the Tencent-Alibaba rivalry
This article analyzes why Tencent entered the retail sector, comparing its approach with Alibaba's. It introduces Tencent's 'seven weapons' for smart retail and argues that Tencent's strategy is to stay at the table, using its WeChat ecosystem to empower retailers, while Alibaba focuses on comprehensive digital transformation.
万德乾、杨亚飞Meng Fei's Homebrew Accused of Unfair Competition by Former Partner, Court Hearing Today
The former contract brewer of 'Meng Fei Xiao Niang' beer, Nanjing Gao Master Brewing Co., Ltd., sued the operator and owner of the beer, along with four other defendants, for unfair competition, claiming that the high-profile promotion of the beer as brewed by Meng Fei himself infringed on its rights. The case was heard in public at Chaoyang Court on the morning of the 13th.
于忠洋From CAS PhD to Huawei Senior Consultant: Why Did He End Up Willingly Becoming a 'Handler'?
1. From a PhD at the Chinese Academy of Sciences to a senior consultant at Huawei, why did he finally willingly become a 'handler'? 2. Why did this B2B platform take over a year to expand from one market to another? 3. Why was it able to become the first B2B platform to hold regional outsourcing rights for Coca-Cola? In 2017, New Distribution organized a survey visit to 22 major cities across China, systematically investigating the coverage, penetration, supply chain organization capabilities, platform operations, delivery capabilities, and service visits of various FMCG B2B platforms in different regions.
刘少德How Do Traditional FMCG Professionals Do Internet Marketing?
Cai Haibin, a veteran FMCG marketing expert and general manager of the retail division at Zhongjing Grand Kitchen, shares his insights on how traditional FMCG companies can approach internet marketing. He outlines seven pain points of traditional marketing, seven difficulties in going online, and offers four key recommendations for transformation.
蔡海彬E-Distributor Sells Out Brand's 60-Day Inventory in 10 Minutes, Achieves 5-Fold Annual Sales Growth
During the 2017 Double 11 shopping festival, Retail Link's daily transaction volume surged 177 times compared to the same period last year. Behind this massive volume lies a group of low-profile online distributors, known as TP merchants or E-distributors, who rely on the Retail Link platform. New Distribution recently interviewed Wukong, CEO of Shanghai Yulu Ren Industrial Co., Ltd., one of the top five TP merchants on Alibaba's Retail Link, to explore how this internet-based distributor leverages the platform for FMCG agency business and how he views the differences between internet-based and traditional offline distributors.
新经销100人Exclusive: Is the "Naked Packaging" of Internet-Famous White Milk Really Good?
In the dairy market, where "a riot of colors dazzles the eyes," marketing battles have been fierce. In recent years, under the trend of minimalist consumption, internet-famous "white milk" with gimmicks like "seeing is believing" and "returning to the original taste of fresh milk" has emerged. But is milk packaged in transparent bags truly a return to basics?
New DistributionFrom 0 to 10 Million in Sales, and Beyond: Hurdles Distributors Must Overcome
Distributors face several sales hurdles, including 10 million, 30 million, 50 million, and 100 million yuan. The main reasons for stagnation include the boss's and executives' limitations, poor product selection, and lack of employee motivation.
New DistributionThe Difference Between "Done" and "Done Well" Is the Difference in Life
In the workplace, although "done" and "done well" differ by only one word, the former merely completes a task, while the latter not only completes it but also achieves a good result. If you approach work with a "good enough" attitude, merely completing tasks without focusing on outcomes, you will, like most people in the workplace, be destined never to get promoted.
New DistributionIs the Traditional Distribution Model Coming to an End? Xi'an Baihui Achieves Annual Sales of 300 Million with the '1+N' Distribution Model!
The most intense competition is war, and the key to victory is speed, from early clubs, swords, and bows to modern guns and missiles. The purpose of organizational restructuring is to enhance flexibility and rapid response to frontline markets. Shaanxi Baihui Trading Co., Ltd., a comprehensive trading company with six branches in Ankang and Xi'an, manages nearly 4,000 SKUs, employs 700 people, and achieves annual sales of nearly 300 million yuan. Recently, New Distribution interviewed its general manager, Nie Biquan, to discuss his internal partnership mechanism and his thoughts on the internet era.
新经销100人How to Make Your Brand More Appealing to Young People?
Adapting to the new era's context can reactivate aging brands. Like products, brands have their own life cycles, and only through continuous rejuvenation can they maintain vitality and avoid being abandoned by users. Brand rejuvenation is a frequently discussed topic, and many traditional brands have shown personality in new media, which is a clear sign of rejuvenation. However, it is not as simple as writing jokes or acting cute on Weibo or WeChat. This article discusses the topic of brand rejuvenation.
ZzzGuangdong Caihua Trading B2B: Achieving Profitable Growth with Annual GMV of 1 Billion RMB
In 2017, New Distribution conducted a survey across 22 major cities in China to systematically assess the coverage, penetration, supply chain capabilities, platform operations, delivery efficiency, and service visits of various FMCG B2B platforms. In Guangdong, local B2B platforms like Caihua Trading stood out alongside national players such as Alibaba Retail Link and Zhongshang Huimin. The author recently visited Caihua Trading's deputy general manager Wu Jinghe in Dongguan to explore its business model and development path.
赵波For Work, Find Reliable People; Smart People Are Only for Chatting
Having interacted with many smart people, I've benefited from conversations with them, but when it comes to cooperation, those who are too smart prioritize their own interests above all, making long-term collaboration difficult. Reliability is crucial in both work and friendship, as it provides a sense of security and ensures tasks are completed without unexpected surprises.
New DistributionFrom Zero Awareness to No.1: How P&G's Downy Created a New Product Miracle
Achieving both buzz and sales is the ultimate marketing goal for newly launched brands. After just one month of marketing campaigns, Downy became a new internet sensation in China, achieving a win-win in awareness, reputation, and sales, moving from awareness to purchase in one step. China's biggest trend now is consumption upgrade. To catch up with this golden decade of consumption upgrade, many new brands with new concepts, new technologies, and new lifestyles have entered the scene with high ambitions, but most have failed in their debut...
New DistributionJD New Distribution Sells in One Day What It Sold in 18 Days of Last Year's 618: Why Three Consecutive Years of High Growth?
From over 10,000 JD convenience stores participating in 618 to over 100 manufacturer roadshows across the country, from online ordering platforms offering direct discounts to opening 'online stores' for small shop owners... In just four days, JD's 618 hot topics continued to heat up. As JD Group's 'Locomotive No. 1 Project', JD New Distribution played a strong hand: data shows that on June 1 (as of 24:00), the effective order amount on JD Zhangguibao was approximately the total sales of the 18 days of the 2017 618 period, nearly the entire year's sales of 2016.
New DistributionThis Is a Place to Cultivate Bosses; Long-Term Employees, Please Leave!
During market research and visits, the author found that many distributors share a common dilemma: it's hard to recruit and retain employees, and various methods like raising salaries, increasing benefits, or implementing partnership systems have little effect. This article presents an interview with a major distributor, Song, who solved this by implementing a five-year employment contract followed by support for employees to start their own businesses, turning them into loyal partners rather than competitors.
刘宏俊In Practice: Just These 12 Steps, a Novice Sold New Products Worth 3 Million!
Boss Zhang, a food distributor in Nanjing, primarily handles Mengniu milk and local snacks, with annual sales around 30 million yuan, 70% from milk. Due to short shelf life and low profits, he chose a sauce-flavored liquor brand from Maotai Town, Guizhou. With effective market promotion and manufacturer support, he achieved sales of 3.68 million yuan in the first year.
刘杰No Worries About Salary Structure! Three Key Issues in Salary Adjustment Plans, All Practical Tips!
In the harsh market environment, are you worried about how to plan employee salaries for the coming year? This article explains how to conduct annual salary adjustments scientifically, covering the most reasonable adjustment methods, building salary structures for small and medium companies, and making salary budgets.
New DistributionProduct Innovation: Moving from B-end Products to C-end Products!
The article discusses the boundaries between B-end (channel) and C-end (consumer) products, arguing that B-end organizations are street-sweeping while C-end organizations are people-sweeping. It explores why B-end products fail in C-end markets, how C-end organizations can sell B-end products, and the key differences between the two, offering strategic advice for traditional FMCG companies.
方刚How Can Distributors Advance the Launch of Strategic New Products?
For manufacturers, one of the values of distributors is helping them distribute new products to local retail outlets. For distributors themselves, sales growth, channel stimulation, product structure optimization, and maintaining market activity all depend on introducing new products. However, launching new products is not easy, and a boss's confidence is often affected by factors such as fear that employees won't push the new products, concerns about terminal acceptance, high distribution costs, or slow sales leading to returns. The key is proper planning and preparation before the launch.
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