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Fenxiang Xiaoke's Li Jie: Digitalization Brings New Dividends to "Deep Distribution"
At the 2020 (3rd) China FMCG Conference, Li Jie, Vice President of Products at Fenxiang Xiaoke, discussed why brands are refocusing on deep distribution in 2020 and how digitalization can enhance it. He introduced a "gamified" deep distribution model that emphasizes empowerment, motivation, and efficiency, supported by digital tools and AI.
李杰Exclusive | Launching Officially in September, Yangyuan Takes Over Red Bull Anaji Operations!
New Distribution exclusively learned that on September 1 (today), Yangyuan Beverages held a mobilization meeting at its headquarters to officially begin operations of Red Bull Anaji under Thailand's TCP Group. Red Bull Anaji is the first new Red Bull product launched by TCP Group in China after the licensing dispute with Reignwood's Red Bull. Yangyuan Beverages, known for its 'Six Walnuts' product, is a major player in the northern Chinese market. This partnership signals a strategic move by TCP to leverage Yangyuan's strong distribution network in the north to boost Anaji's sales, intensifying competition in the energy drink market.
澄韵Genki Forest: The Overlooked Offline Distribution Capability
This article from WeChat public account Internet Arena (internet-war) discusses how Genki Forest, a new beverage brand, has successfully expanded offline distribution in convenience stores and supermarkets, leveraging data-driven decisions and strong marketing to compete with giants like Coca-Cola and Pepsi. Despite challenges, the brand's focus on offline channels and product quality has helped it gain market share, though it still faces hurdles in sustaining growth and competing with established players.
铁林From B2B to B2C: JD New Channel Joins Upstream and Downstream Partners to Build an Omnichannel Growth Engine
Fragmented demand and fragmented scenarios require brand owners to transform from a single traditional business model to a more efficient, diversified, and multi-dimensional one. As FMCG products are characterized by immediacy, high turnover, and low value, offline channels have always been the main battlefield for brand owners. How to integrate online and offline, achieve precise store entry, and omnichannel marketing has always been the direction brand owners strive for.
袁来JD New Channel's Zheng Hongyan: Reshaping Value, Building an Ecosystem Together
At the 2020 (3rd) China FMCG Conference, JD Group Vice President and President of JD Retail Group's Supermarket & Omnichannel Business Group's New Channel Division, Zheng Hongyan, delivered a speech on reshaping value and building an ecosystem. He emphasized creating value for users, industry, and society through digitalization, empowering small stores with professional and digital tools, optimizing omnichannel supply and fulfillment, and building a B2B2C omnichannel marketing system for brand partners.
郑宏彦Building an Omnichannel Incremental Market for the Industry: JD New Channel Digs into Value Creation
At the 2020 China FMCG Conference held in Shanghai on August 24, Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's Large Supermarket Omnichannel Business Group, stated that JD New Channel has been committed to value creation since its inception over four years ago, building an open and intelligent B2B2C digital infrastructure for the industry. He added that New Channel will join forces with JD's large supermarket business lines to upgrade capabilities in 'site deployment and control', 'omnichannel supply and fulfillment', and 'omnichannel marketing', working with upstream and downstream partners to build an omnichannel incremental market.
共筑生态的元宝君How Should Distributors, Who Rely on Downstream Business, Develop New Outlets?
The article emphasizes that a distributor's core asset is its network of outlets, and developing new customers is essential for growth. It provides strategies for identifying blank spots and developing new customers across different channels, including traditional, catering, and special channels.
李锋How Can Local Large Retail Stores Save Themselves as New Retail Diverts Business?
Despite the easing of the pandemic in most regions, consumer habits and the retail landscape have changed, with some offline large stores losing sales permanently. However, large stores remain crucial, and city managers must adapt by upgrading their strategies, focusing on integrating online and offline, optimizing product assortments, and transforming their roles to lead these stores through the new retail era.
许翔 Ryan XuWhy Can't the FMCG Industry Afford High Salaries Anymore?
Recently, an interesting phenomenon has been observed: the FMCG industry has not attracted high-quality talent for frontline sales for a long time. Even companies like P&G find it very difficult to recruit graduates from Tsinghua or Peking University, let alone frontline staff at Coca-Cola or Master Kong. This article explores the reasons behind this, including low pay, inefficient distribution models, and the need for digital tools that empower rather than monitor salespeople.
道农The "Visit Rate" That Distributors Have Long Overlooked
An industry expert once said that in the FMCG industry, everyone talks about "distribution rate," but the premise of distribution rate is "visit rate." Visit rate is the cause, distribution rate is the effect. Discussing distribution rate without visit rate is putting the cart before the horse. This key metric has been forgotten, a common mistake in marketing. In fact, many distributors I know overlook this critical indicator. Today, we discuss how to achieve sales growth through a scientific visit rate.
李锋Zong Fuli's First Brand Enters First-Tier Market, Wahaha 'Explores' High-End
Wahaha has begun exploring the high-end market. Zong Fuli, daughter of Wahaha Group chairman Zong Qinghou and head of the group's brand PR department, has launched her first beverage brand KellyOne, whose high-end tea product Yicha is now available at Beijing Yonghui supermarkets. However, industry insiders say KellyOne's limited product categories, insufficient channels, and numerous competitors may make it difficult to support Wahaha's high-end ambitions in the short term.
李振兴From Deep Distribution to E-commerce Rise, and O2O Breakthrough: Tsingtao Beer's Channel Innovation in Practice!
The pandemic accelerated the growth of home-delivery O2O business. According to New Distribution's research data, in the 30 days after the 2020 Spring Festival holiday, the number of people working remotely from home surged, and under the stimulus of the home economy, active users of fresh food O2O platforms increased by 58% year-on-year. In fact, in recent years, O2O business has maintained rapid growth in both catering and supermarket channels, cultivating a massive user base, and its business model has become increasingly mature and stable. Taking Meituan and Ele.me as examples, public data shows that Meituan Waimai has 400 million registered users and 50 million monthly active users...
袁来A Salesperson with 5 Brand Apps on One Phone: Can They Really Do the Job?
As channel digitalization software becomes more widespread, almost all brand owners require their salespeople to use their own terminal systems, or they impose measures on distributors. This has led to the phenomenon of 'shared salespeople' who must juggle multiple systems, resulting in inefficiency and frustration for all parties. The article argues that terminal systems should be seen as tools empowered by marketing thinking, not as a means of excessive supervision, and that their core value lies in improving performance through process management and data-driven decision-making.
高级研究员 海游KA Stores: Enter and Die, or Stay Out and Wait to Die?
Entering KA stores is a dilemma for many companies: enter and risk failure, or stay out and risk being left behind. This article offers strategies for small and medium enterprises to succeed in local KA stores, including product differentiation, leveraging distributor relationships, and using promotional activities and technology.
肖有为Deepening FMCG Industry Expertise: Providing Recognition Services That Better Understand Refrigerator Display
A beverage company's business director planned to slow down refrigerator placement despite the approaching summer, citing the inefficiency of manual display checks. Leading companies are now using AI image recognition to automatically assess refrigerator displays, improving accuracy and reducing labor costs.
提升企业销售效率A Digital Revolution in FMCG Distribution Channels Is Underway...
New manufacturing and new consumption have evolved and been reshaped at both ends over the past few years, driven by technology and the internet respectively. However, the transformation of the distribution channel in between has rarely been discussed, despite being crucial for FMCG companies due to low value and high turnover. The efficiency of the channel often determines operational efficiency, yet traditional offline distribution digitization has been slow, facing issues like internal and external disconnection, and requiring a strategic, future-oriented approach rather than patchwork fixes.
道农How Much Is a Salesperson's Customer Relationship Worth in Closing a Deal?
Long ago, I categorized grassroots salespeople's skills into three types: attitude skills, customer relationship skills, and business skills. Among these, customer relationship skills are the most important, accounting for 80% of the factors in closing a deal. This article explores how to increase regional sales through stable customer relationships, using the example of a distributor who successfully leveraged customer relationships to capture market share from a competitor.
高级研究员 海游Online-Offline Synergy: JD New Channel Unleashes Super Momentum in 618!
At 24:00 on June 18, JD's Zhangguibao "Crazy 618" promotion concluded. JD New Channel's cumulative 18-day sales reached 220% of the same period in 2019, with the first 4 hours of the peak period hitting 5.6 times last year's figure. Despite the pandemic, JD New Channel achieved significant growth through its strong B2B2C full-chain penetration.
New DistributionThe Six Evolutions of Deep Distribution
Since Bao Zheng and Shi Wei proposed deep distribution around 2000, it has become the 'best Chinese marketing practice' and the standard for channel-driven FMCG over more than a decade. Since 2003, deep distribution has undergone multiple evolutions, up to its current integration with the internet. 1. Deep Distribution 1.0: The 'Eight-Step Method' version. The early eight-step visit method included: preparation, greeting, checking, sampling, inventory check, replenishment, POP posting, and farewell. Basic characteristics: customer relations equal distribution, and distribution equals sell-through. The eight-step method includes...
刘春雄From Specialty Store to Trading Company: How One Brand Achieved Annual Sales of 50 Million
In a prefecture-level city, achieving annual sales of 50 million yuan is not uncommon, but doing so with only one brand is rare. Honghua Trading, based in Qinzhou, Guangxi, focuses solely on Mengniu brand agency, serving 2,500 retail outlets with 25 salespeople in a fifth-tier city with a population of 1.38 million, reaching 50 million yuan in annual sales. Founder Fu Wenlong shares his 19-year journey from a specialty store to a trading company, maintaining growth in both sales and profits by concentrating on a single brand.
周群Push and Pull, Up and Down Linkage: JD New Channel's B2B2C Full-Chain Penetration Empowers Multi-Party Win-Win!
Another 618 has arrived, and the JD 618 promotion has become a national shopping festival. As the first national shopping festival after the pandemic, reviving physical retail stores has become a focus. This year, JD New Channel's 618 actions are worth exploring. Through its external communications, it's clear that the B2B2C full-chain value proposition is becoming increasingly clear and firmly implemented.
New DistributionDeep Distribution Has No Substitute; Internet-Enhanced Deep Distribution Is the Inevitable Path
The US has over 10 million salespeople, while China has over 80 million sales reps. Salespeople target C-end, while sales reps target B-end. What are these sales reps doing? They are deeply cultivating fragmented channels. This is a last resort, as deep distribution has no substitute. However, indiscriminate visits and inefficient human-wave tactics can be abandoned. The internet makes precision distribution possible.
刘春雄On the Frontline | What Exactly is Regional Contracting?
Recently, Wei Qing, a veteran trainer, shared six points against the contracting system in his marketing peer group. While respecting his views, the author offers a different perspective, arguing that regional contracting, when properly managed, can be beneficial. The article outlines the advantages, implementation steps, and key factors for success, emphasizing that no system is perfect and adaptability is crucial.
高级研究员 海游Will Products Sell Well After Deep Distribution?
The answer is: not necessarily; it depends on whether the product's sell-through logic is satisfied. In fact, many brand owners and distributors make the same mistake. When a brand launches a new product, it simply requires a certain number of outlets and displays. After receiving instructions, distributors execute them, often resulting in more expired products and wasted display costs. A common problem in the market is that a low-brand-power product with optimal display and shelf placement still sees limited sales growth.
高级研究员 海游