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When Bottled Water Enters the Era of Grading, Why Has Kunlun Mountain Mineral Water Become the First Choice for Healthy Drinking?
A distributor in East China lamented, 'Selling water is a good business, but choosing the right water is the real skill!' This reflects the current dilemma in the bottled water market. Consumers are often confused about the differences between 'natural water,' 'purified water,' and 'mineral water,' while distributors struggle to find differentiation. Kunlun Mountain Mineral Water, with its high-altitude golden water source, has gained industry recognition and become a benchmark case for high-quality water interpretation on 'People's Lounge.' This article analyzes how Kunlun Mountain Mineral Water solves the dual dilemma for consumers and distributors through scientific standards, scenario marketing, and long-termism.
张雨薇Is Deep Distribution Dead? Who Will Save Millions of FMCG Distributors?
Deep distribution, once the golden strategy of the FMCG industry, is now facing an unprecedented survival crisis as market growth slows and store closures surge. However, an innovative solution called 'Spark of Thought' is leveraging data and AI to help distributors achieve growth and navigate the new market landscape.
墨廷AI in Action: How Distributors Can Achieve 3x Growth
At the 10th China FMCG Innovation Conference, Pan Kun, General Manager of Zhoupudata's Digital Intelligence Division, shared insights on how distributors can integrate AI with their operations to drive growth. He highlighted the challenges distributors face, such as 'intelligent anxiety,' and presented practical solutions like intelligent store expansion, new product distribution, and cost control, all supported by AI tools.
潘坤Ren Wenqing of New Distribution: The 'Label Dividend' of Hard Discounts Is Gone
On March 18, 2025, the 4th China FMCG Hard Discount Conference was held in Chengdu, where Ren Wenqing, CEO of New Distribution, delivered a keynote speech. This article is based on that speech. In the past six months, several events in the discount retail sector have drawn attention, including Three Squirrels acquiring two discount retail companies, leading snack chains launching 'money-saving supermarkets,' and Hema NB opening over 200 stores in Jiangsu, Zhejiang, and Shanghai. These events signal that discount retail has moved beyond its early stage, with mainstream players finding their paths and more entering the field. Ren shares seven viewpoints, emphasizing that the 'label dividend' of hard discounts is over, urging a return to market logic, and highlighting the ongoing reconstruction of FMCG distribution order.
任文青AndyNew Distributors Shape a New Order in FMCG Distribution
The theme of this conference is 'New Order, Symbiosis.' In the FMCG distribution chain, brand owners and distributors are the most critical links. Today, they face a severe challenge: in an era of shrinking volumes, can traditional joint business plans still work? In the past, leading brand owners typically set growth targets and guided distributors to build capabilities, but as growth becomes harder, the old order may collapse, requiring a shift from a planned economy to a market economy, with both sides achieving symbiosis through data-driven channel services.
周震In the Digital Intelligence Era, Where Does Distributors' 'Money' Come From?
In January this year, DeepSeek's phenomenal popularity ignited a nationwide AI craze, making intelligent assistants a new standard in children's schoolbags. This phenomenon has made us realize that the wave of digital intelligence has arrived and is unstoppable. For FMCG distributors, this transformation is not just about upgrading technological tools but a comprehensive reconstruction of their way of survival. In the context of the digital intelligence era, distributors are asking: where does 'money' come from?
关翔宇Lemon Tea 2.0 Era: How Youyi C Stands Out with a Probiotic Lemon Tea?
From 'one sip of lemon tea, refreshing to the max' to 'zero-sugar warrior', the shift in internet buzzwords reflects changing preferences among young consumers regarding beverage ingredients. However, as sugar is essential to 'happy water', merely controlling sugar is no longer sufficient. New Distribution interviewed numerous distributors after the New Year, summarizing star products in 2024, and found that emerging beverage new products focus more on taste, packaging design, and health trends. At the peak of brand launches in March-April this year, the author noticed that Youyi C's new product...
冯瑶Industry News | First China FMCG 'Golden Cypress Award · Distributor Award' Winners Announced!
On February 13, 2025, New Distribution officially announced the first China FMCG 'Golden Cypress Award' selection. The awards include three major honors: Supply Chain Service Provider, Digital Service Provider, and Distributor. The winners were revealed at the 10th China FMCG Innovation Conference and related events held from March 17 to 19, 2025. Among them, 12 companies won the Distributor Award.
New Distribution“Where There Are Scenes, There Is Sales”: Mingren Soda Water “Sows Seeds” at the Spring Sugar Fair
At the 112th Spring Sugar and Wine Fair in Chengdu, Mingren Soda Water became a focal point for its scene marketing strategy, particularly the “Drink Mingren before and after alcohol” campaign. By integrating with the baijiu (white liquor) scene, Mingren has achieved significant growth, demonstrating that scene marketing is a key path for FMCG brands in the era of stock market competition.
墨廷重磅 I 首届中国快消“金柏奖·数字化服务商奖”获奖企业名单发布！
On February 13, 2025, New Distribution officially announced the first China FMCG 'Golden Cypress Award' selection. The awards include three major honors: Supply Chain Service Provider, Digital Service Provider, and Distributor. The winners were unveiled at the 10th China FMCG Innovation Conference and the 4th China FMCG Hard Discount Conference & 4th China FMCG Distributor Conference, held from March 17 to 19, 2025. Among them, 12 companies won the 'Golden Cypress Award · Digital Service Provider'.
New DistributionThe Retail Market Is Indeed Changing, but Full Discounting Is a Simplistic Misreading
In recent years, wholesale supermarkets have sprung up like mushrooms, and the term 'hard discount' has evolved from a 'foreign import' and a 'retail model' into a widely adopted concept, becoming a deeply ingrained 'trend' where everything seems to be hard discountable. Some even argue that the market will move toward full discounting. Consequently, traditional retailers are considering whether to enter the discount store business, while brand owners worry about the future of distribution channels and whether small brands will become OEMs for discount channels. This article aims to clarify the ongoing changes in the retail market to help stakeholders better anticipate and prepare for future shifts.
戚特New Distribution Yuan Lai: Distributors' Business Will Not Be Eliminated!
On March 17, the 10th China FMCG Innovation Conference opened in Chengdu. On March 19, at the 4th China FMCG Distributor Conference, Yuan Lai, Chief Content Officer of New Distribution, released the exclusive industry insight "Urban Commercial Circulation Business Development Model 2.0". The following are key points from the speech: At this time last year, I released the "Urban Commercial Circulation Business Development Model" at the conference. This year is version 2.0 of the model. Compared to 1.0, it more comprehensively and systematically elaborates on the development direction of distributors' businesses. To clarify...
袁来Zhao Bo of New Distribution: The Evolution of Order in the FMCG Industry from a Consumer Perspective
Zhao Bo, founder of New Distribution, discusses the evolution of the FMCG industry order from a consumer perspective, highlighting the shift from scarcity to abundance to experience economy, and the need for new quality supply to meet changing consumer demands.
赵波In the Era of Product Homogenization, How to Unlock New Growth in the Beverage Sector?
After the Spring Festival, a survey of beverage distributors revealed industry-wide anxiety over homogenized products, while consumers increasingly seek quality-price ratio and personalized needs. A honey lemon drink priced at 5 yuan stood out by topping the charts on PUPU Supermarket in its first week, exemplifying a shift from 'handlers' to 'value screeners' and the power of channel-distributor co-creation.
张雨薇Is There Still Hope for Distributors' Declining Business?
Historical experience proves that truth is often unwelcome. Flattering words are comfortable, but honest advice grates on the ears. I once said I was unwilling to discuss distributor topics further because they are all 'harsh words,' but after being invited, I still have to say a few things. Don't assume that because the overall environment is bad, everyone is struggling. In fact, a bad environment is precisely the beginning of divergence: the good get better, the bad get worse. First, a word that delights the few: truly great distributors are being nurtured. In the FMCG industry, there are few distributors with tens of billions in revenue, but in the future, there will certainly be trillion-yuan distributors...
刘春雄The First Batch of Distributors Investing in Convenience Store Coffee Have Already Recouped Their Investment
After the Spring Festival, visits to wholesale markets revealed a bleak business landscape for distributors, squeezed by new retail channels and direct factory sourcing. However, a distributor in South China found a new opportunity by investing in NOWWA coffee 'store-in-store' setups within convenience stores, achieving strong returns and recouping investment within months.
张博Dealer-Opened Stores: 90% May Lose Money!
Following the report on Shandong Hongyixing, many dealers are curious about opening their own stores, while others warn of failure. This article explores whether store opening is a 'second growth curve' or a 'resource black hole' for dealers, and what type of dealer is suited for it, based on interviews with Yu of Tangshan Yihe Trading and Ding of Shandong Hongyixing.
张雨薇Don't Be Impulsive When Selecting Products at Spring Sugar! I Asked 10 Distributors: The Most Worthwhile Products to Buy in 2025 Are...
In 2024, the FMCG market changed quietly. New products emerged endlessly, and consumer demands became more personalized and picky. Facing a dazzling array of choices, distributors are confronting more complex product selection challenges: which products can stably bring cash flow and become reliable 'cash cow products'? And which new products have explosive potential and are expected to become 'star products' in the market? According to recent industry research and market feedback, despite the overall market slowdown, sugar-free beverages and health-functional products are growing rapidly, reflecting consumers' continued attention to health, convenience, and cost-effectiveness...
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New DistributionLow-Price Chaos Disrupts the Market: How Can Distributors Win the Battle to Protect Their Turf?
In early 2025, a silent war is spreading across regional markets: wholesale prices of a leading beverage have fallen below factory prices, snack discount stores are dumping premium brand drinks with 'buy one get one free' offers, and traditional retail customers are comparing prices on their phones, questioning distributors: 'Others sell cheaper than you, why should I buy from you?' Low-price shocks are no longer occasional incidents but a systemic challenge for many distributors. Under multiple pressures—unrelenting factory sales targets, disorderly expansion of new channels, and channel partners selling at a loss to recover payments—regional price systems are collapsing, profits are shrinking, and customer churn is becoming the norm.
邢仁宝Supermarket Overhauls Accelerate Distributor Consolidation
Recent discussions with friends reveal that many supermarkets are undergoing overhauls, with some cutting at least half of their distributors. This is driven by demands for bare-price supply and streamlined SKUs favoring top brands, internet-famous products, and imports, leading to the removal of many second- and third-tier brands. The trend signals a shift where capable distributors evolve into service-oriented intermediaries, while traditional regional distributors face elimination.
任文青AndyDayao Soda Losing to Southerners?
Dayao, a carbonated beverage brand from Inner Mongolia, has achieved over 3 billion yuan in sales by focusing on the restaurant channel, but now faces challenges as the carbonated drink market declines and it struggles to penetrate southern China and modern retail channels.
冯羽Earning Tens of Millions in 3 Months, Selling 100,000 Units in 10 Days: The Next Opportunity for FMCG Distributors Is on Dewu
After the New Year, we visited over a dozen distributors and felt their strong sense of crisis: not only is there no growth, but many are seeing declining sales and profits. Some are trying new channels like e-commerce, but traditional e-commerce platforms are saturated, leading to high costs and low returns. However, emerging platforms like Dewu, popular among young consumers, are offering new opportunities for growth.
Asher“When Many Want to Eliminate Distributors, It's Exactly When We Should Evolve”
Over the past year, the author visited more than 20 cities and had in-depth exchanges with dozens of distributors, all of which indicate that the traditional distribution system is undergoing the pain of value reconstruction. Industry reshuffling and accelerated changes, coupled with economic uncertainty, consumption downgrading, channel fragmentation, and the impact of new retail models, have brought unprecedented challenges to distributors, the core link in the traditional supply chain. Declining product gross margins, falling per-store sales, rising operating costs, inventory backlogs, and the impact of emerging channels are all pressuring traditional distributors.
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