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Sales Break 1 Billion in First Year on Market: Distributors Say Yuanqi Forest's Hao Zizai's Biggest Challenge Isn't Sell-Through, It's Stockouts
Distributors repeatedly cite the difficulty of finding products with long-term potential as a key pain point, with only 12% of new beverage products surviving. However, Yuanqi Forest's Hao Zizai brand, launched in 2023, has achieved national sales leadership in the 2024 Chinese-style health beverage category, according to Euromonitor International, and distributors highlight its stable sell-through, multi-scenario appeal, and clear growth trajectory as reasons for their confidence.
何雯Industry reshuffle accelerates: Why are distributors willing to bet on Oreo? What changes is the gameplay, what remains is the playful spirit!
In the past two years, the FMCG market landscape has changed rapidly and dramatically, especially in the snack category. Small brands and white-label products have risen quickly with the trend of discount snack stores, leaving many leading brands struggling with slow sales and cautious inventory. However, Oreo stands out as an exception, consistently occupying prime shelf space and maintaining steady growth even in discount stores. This article explores how Oreo, a classic brand with over a century of history, continues to thrive through innovative marketing and product strategies that resonate with consumers' emotions and cultural identity.
张雨薇The 6th Stop of the 'National Benchmark Distributor Deep Study Tour' in Hefei · Baili Foods Concluded Successfully!
From April 25 to 26, the 6th stop of the 'National Benchmark Distributor Deep Study Tour' in Hefei · Baili Foods concluded successfully. The tour focused on topics such as business development guidelines for urban snack food distributors, analysis of snack food category operation models, self-upgrading and breakthrough for distributors, and warehouse management that improved order picking fulfillment rate to 99.95%. Over 120 distributor owners from across the country gathered to engage in in-depth discussions with Yuan Lai, Chief Content Officer of New Distribution; Liu Lina, Chairman of Hefei Baili Foods; Yang Jinhu, General Manager of Hefei Baili Foods; and Kong Ming, Chief Product Operations Expert of Zhoupu Data.
New DistributionUpstream Pressure, Dealers Lying Flat? How the FMCG Industry Can Escape the Vicious Cycle of 'Manufacturer-Dealer Conflict and Mutual Exhaustion'
With economic downturn, channel fragmentation, and shrinking profits, the battle between brands and dealers in 2025 has entered the 'deep water zone.' Manufacturers complain about dealers' 'lying flat to earn' mentality, while dealers accuse manufacturers of 'pressuring inventory and bleeding them dry.' Both sides know that only by restructuring cooperation models can they break the zero-sum game and find new growth opportunities.
邢仁宝80% of Distributors Will Be Eliminated! Where Is the Way Out for Distributors in the Era of Integrated Production, Supply, and Sales?
The whole society is facing insufficient effective demand, which will intensify in the context of East-West confrontation. With the increasing risk of a US economic recession, the current economy is at a historic turning point. Many people around us are still in a state of confusion. For the sake of business, most of us maintain meager profits, hoping that the market will reverse after a few years. If you think this way, it shows you are still living in the old mindset. It is difficult for people to break free from our fixed thinking patterns, as this is determined by our natural physiological structure; we are inherently prone to laziness in thinking.
戚特A Single Product Sold 100,000 Units, Breaking 10 Million in 3 Months: The New Opportunity for FMCG Distributors
Distributors' businesses are increasingly difficult, as traditional retail accelerates disintermediation and new retail formats expand offline. However, platforms like Dewu offer a new growth opportunity with high natural traffic, low costs, and high profits, enabling even inexperienced distributors to succeed online.
AsherNo Burning Money, No Rash Moves: How Can Distributors Build a B2b Business from Scratch?
During recent visits to distributors to help them implement B2b transformations, the author observed a clear divide in understanding: while most agree B2b can solve traditional trade pain points, many are stuck at the implementation stage. This article outlines which types of distributors are best suited for B2b, common pitfalls to avoid, and a phased approach to building a B2b platform from zero to one.
云川60-Day Payment Terms Should Not Be a Noose Strangling SMEs
Chinese businesses have long valued the principle of 'money in hand,' and timely payment is crucial for cash flow. However, excessively long payment terms imposed by large retailers and e-commerce platforms have become a hidden operational cost, threatening the survival of small and medium-sized enterprises (SMEs). This article examines the issue and calls for shorter payment cycles to foster a healthier business ecosystem.
瀚星Fifth Stop of the "B2b Platform Distributor In-depth Study Tour" - Dongguan Caihua Trading (Yueheji) Concluded Successfully!
From April 18 to 19, the fifth stop of the "B2b Platform Distributor In-depth Study Tour" was successfully held at Dongguan Caihua Trading (Yueheji). The tour focused on topics such as avoiding pitfalls in B2b supply chain platforms, the correct logic of B2b platforms with annual sales of 2.5 billion yuan, 23,000 stores, and 4,000 SKUs, warehouse and distribution cost leaks, store classification management, and 52-week category activity planning, as well as deep store control and retail supply cooperation.
New Distribution“Excessive” Innovation Hurts Ice Cream Distributors
As temperatures rise, ice cream distributors are questioning whether the 2025 market is worth pursuing. Despite stable or even increased consumption, consumers have lost trust in pre-packaged ice cream after the "ice cream刺客" (pricey ice cream) incidents, largely due to brands' excessive innovation. This article advises brands to focus on quality, distributor profitability, and brand building rather than chasing novelty.
百万食饮人都在看The Business of Millions of FMCG Distributors Is Being Acceleratedly Plundered
“The market is changing too fast and too drastically!” This is the deepest feeling from our visits over the past year. Many distributors are lamenting that the industry is changing so rapidly that they are left behind if they are not careful. Four months into 2025, what changes are happening in the industry? What opportunities exist for distributors? And what deserves attention? At the recently concluded 10th China FMCG Innovation Conference, through exchanges with industry experts and observation of market dynamics, we have gained insights into some trends that distributors should pay close attention to. These trends not only reflect the future direction of the industry but also directly relate to the survival and development of distributors.
张雨薇Multiple Distributors in One Region, Nationwide Channel Crossing: Who Is Destroying the Last Line of Defense in the Beverage Industry?
China's beverage industry is undergoing unprecedented structural divergence. While leading brands like Nongfu Spring, Genki Forest, Dongpeng Beverage, and Wahaha are conquering markets with double-digit growth, small and medium-sized brands are seeing declining survival rates, with most struggling to stay afloat. Behind this divergence lies the collapse of regional protection systems for small and medium-sized brands. The question of whether to firmly implement 'long-term strategy' or address the immediate 'survival crisis' has become a key issue for many such brands. Wen Zhibing, partner at Pinyinhui, stated: 'For most small and medium-sized beverage brands, 'sales growth' and 'market stability' cannot be achieved simultaneously; they must choose one.'
穆宇“Can't Recruit, Can't Manage, Can't Retain”: 90% of Distributors Lack Talent
Distributors commonly face talent shortages, making it hard to recruit, manage, and retain employees. Successful cases show that clear compensation, defined roles, growth paths, and a sense of belonging are key to building a stable team.
何雯Campus Daily Sales Nearly 10,000 Yuan! Capico's 'Taste of China' Uses Cultural Symbols to Win Over Young Consumers!
From a distributor's perspective, what makes a 'good product'? New Distribution's market research identifies key factors: profit and turnover speed, brand support, consumer experience and word-of-mouth, and differentiation and innovation. After the pandemic, many distributors adjusted their product lines based on these criteria. For example, a Wuxi distributor, Mr. Li, cut instant foods and expanded into puffed snacks, ultimately giving Capico's 'Taste of China' potato chips three full shelves.
田静Snack Food Distributor: 57 Employees, 200 Million in Annual Sales, Small Goal to Become Hefei's No.1 Snack Food Brand Operator
The distributor business is not complicated; it essentially acts as an intermediary, passing goods from upstream to downstream. However, despite the unchanged underlying model, operational difficulty has multiplied due to lower margins, declining per-store sales, rising costs, new channel impacts, and bare procurement by supermarkets. Snack food distributors face additional pressure from the rapid expansion of snack stores with discounts like 8.8折, 8.5折, even 5.5折. This article shares the case of Hefei Baili Food, which achieved 200 million yuan in sales with only 57 employees, aiming to become Hefei's No.1 snack food brand operator.
周群Under the Supermarket 'Bare Price Direct Sourcing' Storm, What Should the Cut-Off Distributors Do?
In March, Yonghui Supermarket's acting CEO Ye Guofu announced a 'bare price direct sourcing' strategy, eliminating intermediaries, which has shocked FMCG distributors. This move, along with the rise of private labels, is forcing traditional distributors to transform or face elimination.
关关1 Yuan Ice Cream Bars Make a Comeback in 2025?
As the ice cream industry shifts toward value-for-money, 1 yuan ice cream bars are regaining popularity among distributors and consumers, especially in lower-tier markets and specific scenarios like schools and community stores.
不旧Distributors Need to Fully Tap into Localized Markets
In August 2024, a New Distribution industry report showed that over half of distributors experienced declining sales. However, in the first two months after the Chinese New Year, visits to over twenty top regional distributors revealed that despite difficulties, their business remained stable or grew, albeit with lower profits. Their common trait was full-channel coverage in localized markets, especially in non-first-tier cities.
周群Scaling Down and Cutting SKUs: Beverage Distributors Seek Stability in 2025
In 2025, the beverage industry is undergoing a quiet transformation as distributors shift from expansion to contraction, focusing on core SKUs and cost efficiency. Facing squeezed profits and high inventory pressure, many are cutting SKUs, deepening regional focus, and evolving into service providers to survive and thrive.
饮品营销B2b Transformation: The Pitfalls and the Paths
In recent years, transforming to B2b has become a hot topic, mainly because many distributors face increasing challenges in their operations, forcing them to reassess and adjust their business models. These challenges include shrinking supermarket channels, the impact of new retail formats, high returns with low profits, difficult payment collections, sluggish growth, and inventory backlog, all of which are pushing distributors to transform. B2b offers a relatively clear and structured path, drawing widespread attention. On March 19, 2025, at the 10th China FMCG Innovation Conference and the 4th China FMCG Distributor Conference hosted by New Distribution, Mr. Liu Peng, Dean of the Business School of Chengdu Laiken Information Technology Co., Ltd. and Deputy General Manager of Operations at Chengdu Qilian Technology Co., Ltd., delivered a keynote speech titled "B2b Transformation: The Pitfalls and the Paths," which resonated deeply with many manufacturers and distributors present, sparking lively discussion. New Distribution is pleased to share the highlights of his speech with our readers.
刘朋Spending Billions in 4 Years! This B2b Incubator Reveals the Real Path for Distributor Transformation...
In early March, Tongfu Shared Platform released regional agency rights nationwide, with 616 city partners joining in that month alone. With 700 manufacturers, 1,500 traditional distributors transformed digitally, and over 50,000 terminal stores becoming community service centers, a county-level commercial revolution is quietly sweeping the country.
田静Spring Sugar Fair Concludes Successfully, Jinsha Distillery Amplifies Presence with 'Exhibition + City + Conference' Strategy
The 112th National Sugar and Wine Fair and 2025 Spring Sugar Season concluded successfully in Chengdu on March 27. As the chief partner, Jinsha Distillery impressed the industry and market with its 'Strive Upstream' brand narrative, delivering a multidimensional event covering product experience, cultural interaction, and industry dialogue, celebrating the upstream genes of the Chishui River and declaring its commitment to the industry's future.
金沙酒业The Channel Evolution of a 137-Year-Old Brand: How Lee Kum Kee and Its Distributors Navigate Cycles Together
How does a condiment brand that has spanned three centuries and 137 years of history face the new era? At the 10th China FMCG Conference, Ms. Zhang Yaping, Vice President of Lee Kum Kee Sauce Group China and Head of New Retail Operations Center, delivered a keynote titled "Thinking of Others, Winning with 'Lee' – Manufacturer-Distributor Collaboration for Shared Value." The presentation was divided into three parts: Redefining Distributor Value: From Channel Movers to Value Creators; How Distributors Develop Amid Retail Channel Transformation; and A New Paradigm of Manufacturer-Distributor Symbiosis: From Transactions to Co-creation.
张亚苹From Distributor to Category Operations Service Provider
The core value of intermediaries will no longer be limited to the physical transfer of goods, but will evolve into a hub for value exchange in the digital world. At the 10th China FMCG Innovation Conference held in Chengdu from March 17 to 19, Chen Yixin, founder of Haocheng Pet, delivered a keynote speech on this transformation, sharing insights on how distributors can evolve into category operations service providers.
陈一鑫