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Brand Owners, Stop Forcing Inventory on Distributors!
The FMCG market's dismal Q2 2024 performance has left many brand owners, especially those unprepared, in a growth dilemma: products aren't moving at the terminal, and sales teams are struggling to meet KPIs, leading to the counterproductive practice of pushing inventory onto distributors. This article analyzes the root causes—a fundamental shift in supply-demand dynamics—and offers both strategic and practical advice for brand owners to navigate the shrinking market, emphasizing product innovation, channel adaptation, and avoiding extreme inventory pressure.
张振宇The Ten Commandments of Opening Stores—Dealer Store Success Rate Below 10%
Before sharing, let me introduce my situation. Tangshan Yihe Service Provider was founded in 2011. Before starting the business, I worked as a factory manager at Yili Dairy, then started a dairy distribution business covering local supermarkets and small stores in Tangshan. In 2019, I began exploring a local B2B supply chain platform, now covering 4,000+ stores with 6,000 SKUs. In 2021, I extended based on the B2B supply chain to open discount retail stores, and now I have opened 32 community discount supermarkets. Invited by Yuan Lai from New Distribution...
于秀伟In the Future, Only These 3 Types of Distributors Will Survive!
As the retail landscape undergoes drastic changes, distributors must transform into operators. The future belongs to three business models: regional category operators, retail channel operators, and B2b platform operators. This article explains these models and urges distributors to adapt strategically.
袁来In the FMCG Industry, the Answers to Market Problems Are on the Frontline
A beer distributor with over 20 years of experience shared his journey, emphasizing that market opportunities and solutions are found on the frontline. By staying close to the market, he successfully launched a new product, but later lost momentum after delegating to managers. The article argues that true insights come from direct market engagement, citing examples like Wahaha and Feihe, and concludes that adapting to new cycles requires rebuilding frontline connections.
金名New Demand Forces Dealer Transformation: Where Is the Future Path?
The 7th China FMCG Conference, themed 'New Demand, New Supply', will be held in Shanghai from August 19-21, 2025. As old demands based on survival and safety shrink, new demands for happiness, individuality, social interaction, and values are booming, driving a revolution in the supply system. The conference will gather key players in the FMCG industry chain to discuss the essence, direction, and solutions for industry transformation.
New DistributionWhich Growth Path Fits an FMCG Distributor?
Regional B2B, category management, retail operations, and instant-retail supply each require different capabilities. The right choice begins with a distributor's local advantages.
New DistributionDistributors Lose Their Sense of Direction
Distributors are losing their sense of direction as traditional methods fail and new paths remain unclear. The shift from inertial to capability-driven operations is essential for survival and growth.
周群From Brand Promoter to Retail Buyer: 2025 Is the Golden Window for Distributor Transformation!
The 7th China FMCG Conference and the 5th China FMCG Retail Innovation Conference & the 5th China FMCG Distributor Conference, themed 'New Demand, New Supply', will be held in Shanghai from August 19-21, 2025. The event will gather key players in the FMCG industry to discuss the transformation of the supply system driven by shifting consumer demands.
New DistributionNew Distribution Zhao Bo: It's Not That Consumers Have No Money, But a Supply-Demand Mismatch
Is consumption really 'downgrading'? Or are we 'asking the wrong question'? Over the past year, 'sluggish consumption' has become a high-frequency term in observations of China's economy. From statistics to the streets, from national consumption-boosting policies to the performance anxiety of companies and brands, almost everyone is asking: 'Do consumers have no money?' But if we broaden our perspective and look at it from a more systematic angle, the answer may not be so simple. We observe a more fundamental trend: it's not 'no money,' but 'no feeling.'
赵波In 2025, Only These 3 Types of Distributors Will Survive: Which One Are You?
A "brain-burning feast" for a thousand attendees. Conference Name: [New Demand · New Supply] The 7th China FMCG Conference & The 5th China FMCG Retail Innovation Conference & The 5th China FMCG Distributor Conference. Conference Time: August 19-21, 2025. Conference Location: Shanghai, China. Over 40 years of reform and opening-up, China's economy has grown from weak to strong, shifting from supply shortage to oversupply. Old demands based on survival and security values are shrinking, while new demands based on spiritual values such as happiness, individuality, social interaction, and values are flourishing. These changes are driving a revolution in the supply system.
New DistributionLiu Chunxiong: New Channel Players Align with Retailers—Who Are Brand Owners' Channel Allies?
Business has a stance, and so does business theory. Distributors and deep distribution align with brand owners, while B2b platforms and supply chains align with retailers. Shared stance makes allies. As more channel players side with retailers, who are brand owners' allies? Without allies, how can brand owners operate channels and users?
刘春雄On July 13, the 'National Benchmark Daily Chemical Distributor Deep Study Tour' visited Henan Shizhirui Trading, and the event was a complete success!
On July 13, the 'National Benchmark Daily Chemical Distributor Deep Study Tour' visited Henan Shizhirui Trading, and the event was a complete success! From announcement to execution in less than half a month, registrations far exceeded expectations, with over 150 on-site sign-ins and no empty seats, showing the high interest in 'how to do daily chemical whole-store output' well. The study tour focused on four core topics: business development guide for urban daily chemical distributors, breakdown of the daily chemical whole-store operation model, live-streaming operation logic for trading companies, and digital transformation solutions for distributors. More than 150 distributor owners from across the country gathered for in-depth exchanges with New Distribution's Chief Content Officer Yuan Lai, Henan Shizhirui Trading General Manager Zhang Wenhai, Henan Shizhirui Trading Live-streaming Head Yang Ning, Zhengzhou Jiahexin Supply Chain General Manager Zhang Yanjie, and the Zhoupu Data team, with non-stop insights and inspiration.
New DistributionZhao Bo of New Distribution: In the Era of Emotional Consumption, Reshape Product Definition in the Third Consumption Era with 'Multi-Axis Value'
In the third consumption era, emotions can instantly ignite consumers' purchasing enthusiasm, but relying solely on emotional value makes it difficult for brands to retain users long-term. Emotions are merely the trigger point in the product consumption decision chain, a key moment of truth (MOT) for sparking interest and word-of-mouth, but not the entirety of the consumption decision. To truly capture and retain users, brands must shift to a 'multi-axis value' strategy, embedding emotional, experiential, exploratory, health, asset, algorithmic, and ethical value elements on top of functional satisfaction, based on users' real Jobs-to-be-Done.
赵波Distribution: No Longer a Business for Everyone
“Our business is down 30% this year. If we don't develop more new channels and open more new customers, we won't even be able to pay salaries!” This is the real feedback from a distributor boss during our field research. During the day, he visits customers; at night, he livestreams. Facing declining sales, he works harder than ever. But the problem is: more investment, worse results, and less certainty in the business. This is not an isolated case. In our research, we found that despite widespread pressure, many distributors are not slowing down: adding staff and vehicles, expanding customers, launching new products, and investing more effort than ever, but returns are increasingly unstable.
张雨薇Is the Traditional FMCG Model Really Beyond Saving? The Answer Is Here
If you're still using 10-year-old methods to do FMCG business in 2025, your customers are leaving, your profits are evaporating, and your competitors are eating your market. If you're pondering what consumers really want, how to shift from production-oriented to demand-driven, which channels still have dividends, how distributors can transform, and how to use digitalization and AI to rebuild supply chains, the 7th China FMCG Conference in Shanghai from August 19-21 will provide answers.
New DistributionThe FMCG Industry Is in Chaos Right Now
Recent visits to multiple regional markets reveal widespread anxiety across the FMCG industry, affecting brand owners, retailers, and distributors alike. Since 2024, over half of listed food and beverage companies have seen declining revenues, while retail is being reshaped by new formats and online channels, forcing a fundamental redefinition of roles and collaboration.
周群Businesses Distributors Can't Do Anymore, Retailers Are Grabbing!
In the past, the FMCG market had competition, but each party—manufacturers, distributors, and retailers—stuck to their own business. Recently, the industry trend has changed drastically: terminal stores are shrinking, and distributor inventories are high. The traditional division of production, supply, and sales is being broken. Manufacturers are directly connecting with retail terminals, and traditional retailers are building their own supply chains, internalizing distributor functions. Retailers are increasingly taking over distributors' business.
汪海Distributors' Business Depends Not on Upstream Manufacturers, but on Downstream Stores
If you're still using 10-year-old methods for the 2025 FMCG business, your customers are leaving, profits are evaporating, and competitors are eating your market. The 7th China FMCG Conference (August 19-21, Shanghai) will explore new demand and supply, retail innovation, and distributor transformation.
New DistributionSelling 60,000 Orders and Generating 11 Million in Revenue in the First Month: FMCG Distributors Flock to the Next New Opportunity
A dairy distributor noted that while his monthly purchases have tripled over the past decade, his net profit has halved. In an era of overcapacity, traditional distribution channels are losing their edge, and distributors are finding new growth on the Dewu platform, which offers low barriers to entry, high efficiency, and access to young consumers.
汪海The More Brand Owners Manage, the Harder It Is for Distributors to Do Business
When I first entered the consulting and training industry, I was often asked by brand marketing teams how to manage distributors. I personally dislike the term 'management' because distributors and brand owners are partners; mutual empowerment and win-win cooperation are key. They play different roles and functions in the channel chain (brand owner-distributor-operations team-outlet-consumer), being merely upstream and downstream, with no issue of who manages whom. Upstream brand owners need to achieve their own success through the success of downstream distributors, create value for them, and grow together with them...
高级研究员 海游Competing on Low Prices Is Not the Way Out
A veteran FMCG distributor in South China laments that prices have never been lower, yet sales have never been worse. This reflects a broader industry dilemma where price wars are failing, and the real need is to shift from competing on price to mastering the ability to aggregate consumer groups, understand their needs, and match supply precisely.
任文青AndyIn the First Half of 2025, New Distribution Continues to Reward Readers with Professional, In-Depth Content
Since its inception, New Distribution has been dedicated to providing in-depth interpretations of the distribution channels in the FMCG industry. We hope our content can influence more industry practitioners and drive positive changes in the FMCG sector. Today, we take this opportunity to share our thoughts on content creation and our achievements with our readers. Professional content is scarce. In the past six months, New Distribution published 162 original articles, including one with over 900,000 views, one with over 400,000 views, 15 with over 50,000 views, 30 with over 30,000 views, 54 with over 20,000 views, and 94 with over 10,000 views, with an average of over 17,000 views per original article.
New DistributionThe More Distributors Strive, the Worse the Results
In the past two years, FMCG industry growth has slowed, but the variety of products displayed at retail terminals has increased. During a recent market survey, a brand was found to have placed over 10 products in one store (normally 3-5), and when asked if they could sell, the owner seemed indifferent, saying unsold items would be exchanged. This reflects a common issue where distributors' efforts are not yielding expected results.
金名More and More Distributors Are Turning to Beverages to Stay Afloat
“I’ve started selling beverages too.” When I heard this, I was taken aback. The speaker was a traditional household goods distributor who had focused on supermarket channels for over a decade, selling groceries, paper products, and kitchen cleaners, never touching beverages. Logically, such low-frequency, long-tail category operators have nothing to do with water drinks. But recently, this kind of feedback is becoming more common. Seasoning, daily chemical, and household goods distributors are all proactively adding water drinks, especially high-frequency SKUs like bottled water. They put it bluntly: “Beverages don’t make money, but they help move my original stock.”
张雨薇