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Last Day for Early Bird Tickets! Price Increase Imminent!
The 7th China FMCG Conference, themed 'New Demand, New Supply', will be held in Shanghai from August 19-21, 2025. The event includes a main forum, retail innovation conference, distributor conference, and more, focusing on the deep restructuring of the FMCG market driven by new consumer demands.
New DistributionFMCG Channel System Shows Signs of Collapse!
The FMCG channel system is on the brink of collapse. Major brands are finding it increasingly difficult to replace distributors, as many distributors are voluntarily exiting or shrinking operations. The root cause is the loss of new product launch capabilities and over-reliance on channel push, leading to a systemic crisis that requires collective transformation.
刘春雄Dealer's Product Selection Ability Is Ten Times More Important Than Before
When visiting dealers, I often ask them, 'What is your competitive advantage locally?' Two years ago, common answers were 'I have many top brands,' 'My compensation and performance are good,' 'My team is strong,' 'My store coverage is extensive,' etc. Since last year, I frequently hear a new answer: 'My product selection ability is strong' and 'My category management is good.' I've noticed that many dealer friends are beginning to realize that finding good products is also a core competency. Why did dealers overlook product selection in the past? Why has it become extremely important today?
周群Zhao Bo of New Distribution: What New Capabilities Do Brand Managers Need in the Third Consumption Era?
The evolution of the consumption era and the new requirements for brand management roles. We are in an unprecedented consumption era. Looking back over the past forty years, the evolution of China's consumer market can be divided into three distinct stages: the first consumption era, centered on product scarcity and meeting basic needs, with consumption behavior dominated by functional utility; the second consumption era, with rapid economic development and abundant goods, upgrading consumer needs from mere functional satisfaction to the pursuit of quality and brand, with more refined and stratified consumption behavior; and now, we have entered the third...
赵波Early Bird Tickets: Last 5 Days! Price Increase Imminent!
The 7th China FMCG Conference, themed 'New Demand, New Supply', will be held in Shanghai from August 19-21, 2025. The event addresses the deep restructuring of China's FMCG market, where traditional channels are shrinking while niche segments grow, and explores how to rebuild growth paths by meeting new demands and building efficient supply systems.
New DistributionDaily Chemical Distributor's "Whole-Store Output": Price Reduced by 20%, Gross Profit Increased by 10%, Sales Increased by 30%
Henan Shizhirui Trading, founded by Zhang Wenhai in 2015, operates a "whole-store output" model for daily chemical products, supplying nearly 200 brands and 6,000 SKUs to supermarkets. By optimizing product mix, pricing, and supply efficiency, the company has achieved cash settlement with retailers, reducing retail prices by 20%, increasing gross profit by 10%, and boosting sales by 30%.
张文海New Distribution & Tameng Distributor Retail Supply Chain Japan Deep Study Tour Concludes Successfully
From June 22-26, 2025, the 'New Distribution & Tameng Distributor Retail Supply Chain Japan Deep Study Tour' was successfully held. The tour focused on Japan's distribution industry transformation, major distributor (shosha) operations, retail formats, supply chain systems, and product development synergy. It was New Distribution's first Japan distribution industry visit, with over 20 participants from national distributors and the New Distribution team, visiting facilities like Kobe Bussan's third-party logistics ACCESS center and various retail stores.
New DistributionInside Bairong
A sign reading "Prime location transfer, no transfer fee" outside a liquor store in Bairong marks a cooling period for the wholesale market, once known for high fees. Despite a quieter atmosphere and lower foot traffic, over 1,000 liquor vendors remain, adapting through livestreaming and logistics advantages, reflecting the industry's shift from scale to efficiency.
备受酒商关注的B2B Platform Operators: Don't Bleed Out Just Before Victory
The Liberation War lasted 4 years and 10 months, with the People's Liberation Army eliminating 8.07 million enemies. The three major campaigns marked a turning point: before them, 2.64 million were eliminated over 3 years; during the 142 days of the campaigns, 1.54 million; and after, 2.4 million in 11 months. This article draws parallels to B2B platforms, arguing that their real competitors are traditional distributors, and that the strategic opportunity point will arrive when B2B's share reaches around 30%, after which the industry will consolidate into oligopolies.
刘春雄Inventory Overload in Anime Merchandise: Who Created This 'Mass Overproduction'?
Passive upstream, blind expansion and fragmentation among midstream and downstream players constitute a systemic crisis in anime merchandise retail, making a shakeout inevitable once market fluctuations occur. After the boom of the 'merchandise元年' faded, the anime merchandise business quickly entered a cooling-off and adjustment period. The author learned from multiple channels that since late last year, inventory backlog has become an industry-wide problem, affecting chain brands, wholesalers, and terminal stores, leading to varying degrees of financial losses. 'Inventory is the worst problem in this business now...'
新声Pro「经销商转型“商贸+B2b供应链”实操大课·洛阳站」圆满结束！
On June 19-21, the practical training course for dealer transformation to 'Commerce + B2b Supply Chain' in Luoyang concluded successfully. The 3-day, 2-night intensive program systematically covered six modules: startup rhythm, sales management, platform operations, warehouse and distribution management, product management, and organizational management, with a visit to the Luoyang Hecai Commerce practical base, providing dealers with a clear transformation blueprint. Over a hundred dealer owners from across the country attended.
New DistributionFrom a 1 Billion Yuan Single Product to a 10 Billion Yuan Category: Man Xiaobao Aims to Be the 'King of Rice Noodles'
A distributor in Wuhan shared with New Distribution that he placed an order for Man Xiaobao's new product before even tasting it, based on trust built over years of cooperation, and the product sold so well that it was out of stock again. Man Xiaobao, a brand founded in 2020, has become a leader in instant rice noodles, launching three new products that each exceeded 10 million yuan in monthly sales within a year, and is now expanding its product matrix to solidify its position in the 100-billion-yuan category.
AsherThe "Second-Tier Distributors" That Brand Owners Both Love and Hate: How Should They Be Managed?
In the FMCG distribution chain, second-tier distributors act as both a "reservoir" for sales and a "time bomb" for pricing. They operate outside the manufacturer's management system yet directly influence terminal sell-through. Facing market pressure in an era of shrinking volumes, brand owners urgently need to reassess this group—rather than passively guarding against them, they should proactively empower them and turn them into an engine for incremental growth.
邢仁宝Dealer Exits: 80% Are Caused by Manufacturers
“We spent the money, but the manufacturer said it couldn't be reimbursed. We faced various inspections and fines, worked hard all year, and still lost money,” complained a former dealer of a major manufacturer. Over the past year, I visited many dealers who gave up their brand agency rights, and most exits were caused by the manufacturers. Manufacturer policies are not tailored to local conditions, and a slight change can severely impact dealers in weak markets, even fatally.
金名New Distribution Zhao Bo: Today's Brands Need to Solve Not 'What to Buy' but 'Why Buy'?
The Chinese consumer market is undergoing a profound transformation into the 'Third Consumption Era,' where psychological and emotional factors increasingly drive purchasing decisions alongside functional needs. Brands must adapt by balancing 'transactional jobs-to-be-done' (functional efficiency) with 'psychological jobs-to-be-done' (emotional value, identity, and meaning) to achieve sustainable growth.
赵波Liu Chunxiong: Dealers Are Dead, the Era Calls for Operators
In the evolution of China's FMCG industry, dealers were pioneers of market expansion and the 'capillaries' connecting brands to retail terminals. However, as market conditions have profoundly changed, this role is undergoing a deep transformation, with dealers transitioning from 'goods movers' to full-chain operators.
刘春雄From 500 to 160,000 Cases: A Distributor in a Small County Builds a Big Business with Mingren Soda Water
Amid oversupply and channel fragmentation, a distributor in a county market has achieved counter-trend growth by focusing on precise product selection and deep channel operations. Li Yun (pseudonym), owner of Yunsheng Department Store in Shangcai County, Henan, leveraged core brands like Mingren Soda Water and Maopu Liquor to become a benchmark in the local FMCG distribution sector, expanding coverage to over 2,000 retail outlets and growing Mingren soda water sales from 500 to 160,000 cases.
杨玉琳Wholesale Markets: A Decline
“Do you know how hard it was to get this shop five years ago? I paid 80,000 yuan just as a deposit, and if you were late, you missed out,” dealer Mr. Li told the author. This is a nationally renowned wholesale market that was once bustling with shops in high demand, but now many shops are closed, even on the main ground-floor aisle. The market manager called to persuade him to lease an adjacent vacant shop, saying “the price is negotiable, we can give you a discount,” but after thinking it over for days, Mr. Li declined: “In business now, you have to be steady.”
何雯Distributors Who Don't Know How to Share Profits Can't Succeed in the Trading Business!
As labor costs rise and profit margins shrink, trading companies are paying more attention to compensation design. A well-designed compensation system provides economic security, motivates performance, reflects personal value, and promotes career development for employees, while helping distributors attract and retain talent, improve efficiency, foster teamwork, and enhance corporate image. This article shares several compensation models observed in trading companies over recent years.
高级研究员 海游From Stabilizing to Breaking Through: How Lee Kum Kee Turns 'Profit Protection' into a Strategic Edge?
At the commercial crossroads of 2025, competition in the existing market is intensifying, and the exploration of incremental space is uncertain, prompting even seasoned distributors to tighten their defenses. As channel sales shift from 'enclosing land' to 'intensive cultivation,' the era of relying on 'stockpiling goods' and 'activity bombardment' to drive growth is becoming history. According to the '2023-2024 China FMCG Distributor Operating Conditions Survey Report' released by New Distribution in August last year, 48.7% of surveyed distributors saw revenue decline, and 63.2% saw profit decline.
New DistributionNo Traffic, Account Stalled? 90% of Distributors Are Doing Short Videos in the Wrong Direction
More and more distributors are starting to make short videos, but many accounts stop updating after a few posts. This article addresses the common question of what content to create that is both valuable and sustainable, offering a list of 100 short video topics for distributors across four directions: product recommendations, business insights, team daily life, and boss persona.
葛畅Making Distributors More Profitable Is the Only Way for Manufacturers to Activate Them
As markets and retail evolve, distributors face increasing challenges, prompting manufacturers to seek ways to activate them. The key, as highlighted by two category leaders, is to increase distributor profits through three sources: product structure, channel structure, and operational efficiency.
高级研究员 海游Distributors, Don't Bet Your Life on B2b Platforms!
Yuan Lai from New Distribution shares insights from visiting B2b supply chain platforms across various cities, emphasizing that distributors should not risk everything on B2b platforms. Instead, they should build on their existing trading business and proceed cautiously, with the article offering ten core recommendations for success.
袁来Is the 2025 Beverage Market 'Cold'? Three Distributors Have Their Say
As 2025 approaches June, the beverage industry has not seen the expected 'golden season.' Despite the Chinese beverage market surpassing 1.2 trillion yuan and rapid growth in subcategories like sugar-free tea and functional drinks, distributor anxiety is spreading. A survey by the author across multiple markets found one beverage distributor saying, 'From April, it was clear this year's beverage market wouldn't be very prosperous; even as terminals start stocking up for the peak season, overall beverage ex-factory prices remain low.' A distributor from South China said, 'Product prices are too competitive now; it's hard to make money.' Some distributors even report a 30% year-on-year decline in local beverage sales this summer, with inventory piling up to thousands of cases, and price wars driving wholesale prices below cost.
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