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3725 articles · Page 19 of 156
Distributors' Basic Skills for Core Key Accounts: Three Transformations + Three Efficiencies
This year, while providing channel empowerment consulting for two category-leading companies, I gained many insights. Let's first discuss the creation of core key accounts. I define core key accounts based on three dimensions: category capacity, brand sales share, and channel attributes. For example, a brand's instant noodles define a key account as an urban supermarket, college, or core township store with monthly instant noodle sales of at least 50,000 yuan and a brand share of at least 15% of that capacity. Many people advocate that supermarket business is declining and foot traffic is decreasing, suggesting a shift in focus, but they are mistaken. Traditional brand distributors must continue to value supermarkets, which are my core key accounts. Next, let's discuss the essential skills for building core key accounts: Three Transformations + Three Efficiencies.
高级研究员 海游Connecting Industry, Facilitating Distribution: JD Supply Chain Finance Technology Supports Strong Growth of Consumer Enterprises
Most FMCG manufacturers find it extremely difficult to achieve growth this year, a harsh and concrete reality. Amid a complex and volatile economic environment, weak consumer confidence, sluggish demand, and intense competition pose unprecedented challenges. In response, the state has rolled out a series of policies to expand domestic demand and boost consumption. However, in an era of stock, how can industry partners seize these opportunities? Improving efficiency and reducing costs from the supply chain, and channeling financial liquidity, is a very good path. On November 21, the '2024 JD Supply Chain Finance Technology Consumer Industry Conference' was held in Guangzhou, where many consumer industry clients benefiting from supply chain finance shared their successful practices.
文石The FMCG Industry Has Fundamentally Changed
With just over a month left in 2024, this year's business is nearly over. If one word were to sum up this year's FMCG industry, it would be 'difficult.' Retail channel transformations have come one after another, with intense competition both online and offline, including supermarket overhauls and the aggressive expansion of snack stores. Brand owners have also struggled, with financial reports showing severe declines, having been held hostage by e-commerce in the past and now by new retail. Distributors face even greater challenges, squeezed by upstream and downstream players in the past, and now facing abandonment by them, with the trend of big fish eating small fish becoming increasingly evident.
周群Coca-Cola and Yili See Explosive Sales: 90% Organic Traffic, 0.02% Return Rate—Why Should Distributors Pay Attention to Dewu?
As offline business becomes increasingly difficult, distributors are exploring online opportunities. Dewu, a platform focused on young consumers, offers 90% free traffic, extremely low return rates (0.02% for food and beverages), and a semi-managed model that allows even beginners to start with a small team, making it an attractive option for FMCG distributors seeking growth.
桑榆仁B2b Transformation Wave Rises Again: Distributors Who Pass Through the Narrow Gate Will Walk a Broad Future
This year, distributor transformation to B2b has once again become the biggest trend in the FMCG industry. New Distribution has organized multiple regional B2b study tours, each drawing large crowds. While we feel the enthusiasm, determination, and action of distributors, we also find that most lack sufficient understanding of B2b and underestimate the difficulty and challenges ahead. Yet, stepping out of familiar circles to learn from pioneers nationwide is a good start. Distributor transformation to B2b is a narrow gate, but those who pass through it will find a broad future.
文石Zong Fuli's Ongoing War
Recently, Hangzhou Wahaha Precision Machinery Co., Ltd., Hangzhou Wahaha Lewei Food Co., Ltd., and Hangzhou Wahaha Hongzhen Biotechnology Co., Ltd. underwent industrial and commercial changes, with Zong Qinghou stepping down as legal representative and chairman, replaced by Zong Fuli as director and Zhu Lidan as legal representative and manager, along with other personnel changes. Additionally, Zong Qinghou has recently resigned from positions in several Wahaha subsidiaries, including Chengdu Wahaha Changsheng Food Co., Ltd., Chengdu Wahaha Changsheng Beverage Co., Ltd., and Nanjing Wahaha Hongzhen Drinking Water Co., Ltd., among others.
路世明One-Stop Bulk Food Category Output Helps Supermarkets Achieve 30% Growth: How Did This Post-90s Distributor Do It?
In recent years, most distributors, especially leisure food distributors, have faced tough business conditions. With the rapid expansion of snack stores, competition has intensified, and price wars have become common. A small survey by New Distribution showed that supermarket business for standard leisure food products dropped 10%-20% year-on-year, while bulk leisure food sales fell about 30%. This article shares how Tao Xin, a post-90s distributor from Suzhou, tackled these challenges and achieved growth.
张雨薇Low Prices Will Not Win Regional FMCG B2B
A regional B2B distributor builds its moat through assortment, warehouse and delivery efficiency, store insight, sales management, and cash flow—not an endless price war.
New DistributionZong Shifu AD Calcium Milk: Putting Zong Fuli and Wahaha's 70 Billion on the Hot Seat
Zong Fuli, China's richest woman, and Wahaha have become hot topics in the food industry. First, the 42-year-old Wahaha leader became China's richest woman with a net worth of 80.8 billion yuan. Then, some Wahaha distributors will sign 2025 contracts with Hongsheng Beverage Group instead of Wahaha, involving 14 markets, accelerating Zong Fuli's divestment from Wahaha. Yesterday, at Wahaha's annual sales meeting, Zong Fuli announced that 'Wahaha has successfully matched its performance scale from ten years ago in 2024,' which means Wahaha has returned to a sales scale of 70 billion yuan.
小满The Trapped Distributor
Distributor bosses have never been more pessimistic than they are today. Since 2024, every distributor I've met, regardless of size, has asked: 'Business is really tough—do distributors still have a way out?' Some distributors really can't continue. For example, an extreme case I saw: monthly sales of only 600,000 yuan, but the manufacturer forced over 10 million yuan in inventory. The distributor boss mortgaged his house and borrowed money to barely survive. The manufacturer's people are also trying various ways to prevent his collapse. It's like an ICU patient who is terminally ill but kept alive with various tubes.
任文青AndyMerging Three Distributors in Five Years, Doubling Business: How Did He Master 'Distributor M&A'?
Distributors face increasing pressure. According to the '2023-2024 China FMCG Distributor Operating Conditions Survey Report' released by New Distribution in August, about 50% of distributors experienced declining revenue and profits in the first half of this year. In the snack food sector, only 31.4% saw revenue growth and 8.6% saw profit growth. In this environment, one distributor, Yi Dianlong, has found a path through mergers and acquisitions, growing his business from 20 million to 80 million yuan in five years.
葛畅Sales Surge! Genki Forest Distributors Say: Multiple Products Exceed Expectations!
A Shandong beverage distributor told New Distribution that this is the best year in three to four years of working with Genki Forest, with terminal sales orders up 68% year-on-year in May-July. The growth is driven by strong product performance, especially the unexpected success of Ice Tea and Zizai Shui, which even faced supply shortages in the first half of the year.
任文青AndyDistributors: How Can There Be Business Growth Without Perfect Execution?
Recently, while visiting the market with a company's marketing team, I observed some common phenomena. After in-depth discussions, it became clear that these issues stem from incomplete small closed loops in marketing. For a company's model to operate smoothly and achieve sales and profit growth, every node must form a closed loop. This article illustrates this with examples from market visits, such as the closed loop for blank outlets, the closed loop for sales velocity, and the closed loop for expense implementation.
高级研究员 海游Zhu Gu Trading Wang Xiaohong: The Growth Path from Sales Champion to Major Distributor
Wang Xiaohong, founder of Kunming Zhugu Trading, has grown her company by over 30% annually for years, becoming a leading distributor in the region. Her journey from a sales champion to a major distributor highlights the importance of team, organizational transformation, and a philosophy of 'seeking small satisfaction'.
陈思廷New Opportunities for FMCG Distributors in the Next 3-5 Years: 'Headquarters Thinking' Empowers Terminals, Doubling Sales
In the FMCG industry, 'involution' has become an undeniable phenomenon. Traditional thinking often limits us to our own perspective, focusing on improving our own competitiveness while ignoring the real needs of customers. However, if we can step out of ourselves and think from the customer's perspective, we may find a new way to break through. Zhao Qiuhua's story is a model of this mindset shift, as he not only saved his traditional food factory from crisis but also founded a new service company to help many distributors solve their business problems.
冯瑶The Historical Mission of Distributors Has Changed!
In 2024, distributors are facing increasingly difficult business conditions. Some distributor owners say, "Goods are stocked at retail terminals but simply don't sell; after more than a decade, I don't know whether to continue." Even top regional distributors note that while sales are increasing, profits are declining sharply. From B2b to various e-commerce platforms, from community group buying to hard discount stores, distributors are the most affected group in every industry shift. Phrases like "de-distributorization, no middlemen to earn the difference" and "90% of distributors will die in the future" are common. However, is this really the case? After visiting a group of distributors recently, despite the prevailing pessimism, they showed positive and rapid development. The key insight is that the historical mission of distributors has changed!
任文青AndyThree Moves for Distributors Transforming into Regional B2b: Assortment, Platform, and Sales
The author has been visiting distributors to help them implement B2b transformation, noting that while distributors generally recognize B2b as a viable path, most lack clarity on the specific methods. This article outlines the three key moves: organizing products, building a platform, and managing sales.
云川“Terminal sales sluggish, distributors lose confidence,” FMCG beverage manufacturers in 2025 CNY: attack or defend?
With two months left in 2024, a review shows that while expanding increment was the initial marketing approach for major brands, after three quarters it's clear that defending existing volume should be the most practical goal this year. Whether due to sluggish consumer markets or channel fragmentation, brands must strategize for the coming year, especially the upcoming 'opening red' (CNY sales season). The author shares insights on how to break through in 2025's opening red, based on recent market visits.
邢仁宝First Stop of the 'B2b Platform Dealer In-depth Study Tour Training Class' in Luoyang Shendu Yigou Concludes Successfully!
From October 16 to 17, the first stop of the 'B2b Platform Dealer In-depth Study Tour Training Class' was held in Luoyang Shendu Yigou, achieving complete success. Originally planned for 60-80 participants, the event expanded due to overwhelming enthusiasm from dealers, filling all 180 seats. The tour featured rich content, including a keynote by New Distribution's Chief Content Officer, practical experience sharing from the general manager of Luoyang Hecai, and a field visit to the warehouse.
New DistributionAn 80 Million Yuan Business, Half from Wholesale, Losing Direction
Recently, the author visited several distributors in a third-tier city and was particularly impressed by one who sells snack foods with annual sales of 80 million yuan, ranking among the top in the region. However, during the conversation, it was evident that the distributor lacked confidence in his business and was uncertain about future direction. Having expected a post-pandemic consumption boom, he instead faced a more pronounced trend of consumption downgrading, with consumers tightening their wallets. With annual sales of 80 million yuan, wholesale accounts for half of the business.
何雯Future Distributors' Business Cannot Rely on Manufacturers; It Must Rely on Stores!
I am Yuan Lai from New Distribution. Last month, I organized a sharing session in the community of TOP500 Chinese Distributor Supply Chain Alliance, providing an in-depth interpretation of the operating conditions of FMCG distributors in 2024. What are the revenue expectations for FMCG distributors in the remaining two-plus months? Where is the future transformation direction for distributors' businesses? Combined with my recent visits to distributors across various regions, this article provides a detailed and complete explanation. 31.5% of distributors are bearish on revenue...
袁来“Supply Price on Par with Distributors, Retail Pricing Unrestricted”: Yonghui, Jiajiayue and Others Push “Naked Sourcing”
Since August, some brand owners have received interview invitations from Yonghui and Jiajiayue to discuss a new “naked sourcing” model, which centers on price: supply prices must match those offered to distributors, and retailers gain full autonomy over retail pricing. The model signals the end of traditional fee-based retailing, but raises concerns about brand pricing integrity and distributor roles.
陈思廷The Weakening or Disappearance of Terminal Customer Relations: A Landmark Shift from Small-Scale to Large-Scale Distributors
The 'death of shopping guides' and 'death of brand-focused displays' that I once predicted are now becoming reality. This article predicts that the 'weakening or disappearance of customer relations' is also underway. Customer relations, once a powerful force in distribution channels, are now weakening or disappearing in places like Pangdonglai and its reformed supermarkets, leisure retail chains, and B2b platforms. The deep distribution system was the scene where customer relations thrived; with platformization and supply chain revolution, customer relations need to be re-evaluated. The change in channel customer relations has profound implications, marking the end of 20-plus years of small-scale distributors and the arrival of an era of large-scale distributors.
刘春雄The Retail Game Has Changed, and Distributors Are the Most Hurt
The retail landscape is undergoing a major transformation, with snack discount stores expanding rapidly and discount supermarkets emerging. Traditional retailers are seeking transformation, while new retailers are rewriting the rules. Distributors, as key players in the circulation chain, are the most affected, facing declining profits and uncertain futures. This article provides insights for distributors to navigate these changes.
张振宇