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Sell-Through Is the Real Test for China's Unsweetened Tea Brands
In a crowded unsweetened tea market, a new brand needs a defensible price tier, repeatable taste, reliable supply, channel margin, local execution, and reorders—not just traffic, listings, or first shipments.
New DistributionThe Future of Distributor Business: Outcompete Yourself, Eliminate Competitors
Distributors' business is peculiar: upstream brand owners can cover the whole country, and downstream retailers can expand across regions if successful locally. However, 90% of distributors operate locally within a single city, mainly due to brand owners' authorization management. Many distributors, after representing several first-tier brands and reaching annual sales of 30-40 million (or even 70-80 million to over 100 million), believe there is little room for growth. In this context, where should distributors' future business go? How should they achieve 100 million, 500 million, or even 1 billion?
袁来"Jinsha Huisha Wine" Trademark Remains Valid and Legally Protected
Recently, the Supreme People's Court ruled in a retrial case that the use of "Jinsha Gusha" by Guizhou Jinsha Andi Doujiu Co., Ltd. and Guizhou Jinsha Gujiu Co., Ltd. constituted infringement of the "Jinsha Huisha Wine" trademark owned by Jinsha Distillery. The court affirmed that the trademark remains valid and should be protected by law. In response, Jinsha Distillery stated it will further focus on brand protection and intensify rights enforcement.
New DistributionTwo Growth Paths for FMCG Distributors: Product and Supply-Chain Innovation
In a saturated market, distributors can build new growth by turning logistics into a professional supply-chain business and by selecting or developing innovative products in the right categories.
New DistributionHow Did He Achieve Annual Sales Over 100 Million in a County Town with a Million Population, Representing Brands like Mondelez, Lay's, and Qiaqia?
A distributor in a county town with a population of over one million achieved annual sales exceeding 100 million by transforming from a brand agent to a channel supply chain company, focusing on the snack category, optimizing channel structure, and improving salesperson efficiency through a 'salesperson + merchandiser' model.
周群The Sales Code Under the Transformation of New Retail Channels
A common sentiment is that business has become increasingly difficult in recent years—where have sales gone? The market is harder to control, with more channel conflict and price management challenges. Wang Jichao, General Manager of Zebra Business Operations Co., Ltd., a platform focused on local life e-commerce, has led projects in community group buying, e-commerce, and Meituan Flash Shopping. At the 9th China FMCG Innovation Conference & the 2nd China FMCG Hard Discount Conference & the 2nd China FMCG Distributor Conference, he shared insights on the sales code under new retail channel transformation, offering new ideas for distributors.
王继超“In the First Year of Entrepreneurship, We Only Treated Ourselves to Dumplings at Year-End” — How Did This Distributor Achieve 70 Million in Three Years After Restarting?
Recently, during market research visits in Shandong and Anhui, many distributors reported that business is tough, especially in lower-tier markets, with many being eliminated or forced to downsize. Against this backdrop, Weifang Beibei Le Food Co., Ltd. not only survived but thrived, maintaining 20% annual growth. General Manager Sun Xiaojing, who has been in the trading business for 17 years, restarted her business in 2021, focusing on snacks, baking, internet-famous and fresh-box foods, and has achieved sales exceeding 70 million yuan.
何雯A Big Opportunity? Retail Tong's Shutdown Brings Triple Dividends—Dealers' Chance to Win!
Recently, a major event occurred in the FMCG distribution industry: Alibaba's Retail Tong, once the industry leader, announced it would suspend operations. This presents an excellent opportunity for local FMCG dealers who can seize it to reap significant benefits. Today, we will analyze the impact of this event on the industry and explore how dealers can capitalize on this wave of opportunity. The platform's model flaws may have predetermined its fate; Retail Tong's closure was not accidental. Its ambition to integrate and absorb local dealers to achieve scale was unrealistic.
订货宝Lai Yifen: Attack and Defense in the New Economic Cycle
From March 14 to 16, the 9th China FMCG Innovation Conference with the theme 'Supply Chain Revolution' was held in Chengdu. During the conference, over a hundred speakers and more than two thousand manufacturer representatives and FMCG professionals from across the country explored how distributors and brand owners can seek growth in the current environment. Among them, Mr. Zhao Hanli, Vice President of Lai Yifen, delivered a significant sharing session titled 'Lai Yifen: Attack and Defense in the New Economic Cycle', which sparked lively discussions among the attendees. New Distribution specially reports on the highlights for our readers.
赵汉利Why Is “Five-Code Integration” the Infrastructure for FMCG Channel Digitalization?
Liu Chunxiong comments: 1. Codes are the most convenient way to connect channel customers and end users. 2. The “five codes” evolved from baijiu: inner cap code, outer cap code, inner box code, outer box code, and pallet code. For FMCG companies, these can be understood as user C code, promotion code, terminal b code, distributor B code, and logistics code. All five channel objects are within the codes. 3. “Five-code integration,” also called “five-code association,” establishes a logical chain among all channel members at once, making channel relationships transparent and simplifying full-chain digitalization.
潘洪玉&林德燊Zhao Bo of New Distribution: Why Low-Price Retail Will Spell Doom for the Entire FMCG Supply Chain?
The article explains the underlying logic of sluggish consumption, attributing it to real estate asset de-leveraging and pessimistic expectations. It argues that low-price retail strategies, especially by traffic giants like Douyin, will squeeze profits across the entire FMCG supply chain, hinder brand innovation, and ultimately lead to industry ruin. The article also discusses the necessity of supply chain optimization in mature markets and the need for brands to adapt to sophisticated consumers.
赵波Jiapin Yunshi Achieves Annual Sales of 1 Billion in 6 Years: What Did They Do Right?
In six years, Xi'an Jiapin Yunshi reached annual sales of 1 billion yuan. At the 9th China FMCG Innovation Conference, founder Fan Qi shared the company's journey, emphasizing that choosing the right path is more important than doing things right, and highlighting the importance of determination, patience, and perseverance.
樊奇A Disruptive Channel Model Innovation: How It Is Shaking Up the Dairy and Beverage Industry?
The FMCG industry is becoming increasingly competitive. According to the '2022-2023 China FMCG Distributor Operating Conditions Survey Report' released by New Distribution, 60.6% of distributors reported a decrease in revenue compared to the first half of last year, with 31.9% seeing a decline of over 20%; 51.7% reported a decrease in profits, with 16.9% experiencing a reduction of more than 20%. In this context, a disruptive channel model innovation is emerging in the dairy and beverage industry, offering a new way forward for distributors.
李雷Exclusive Insight | New Distribution Yuan Lai: Urban X Trade Circulation Business Development Model
At the 9th China FMCG Innovation Conference held in Chengdu on March 14, Yuan Lai, Chief Content Officer of New Distribution, released an exclusive industry insight titled "Urban X Trade Circulation Business Development Model" at the 2nd China FMCG Distributor Conference on March 16. The speech outlines the evolution of distributor business models, from brand-oriented to category- and retail-oriented, and proposes a development path model with five stages, emphasizing the shift from distributor to urban trade circulation enterprise.
袁来Channel Coverage Models Evolve from 'Horse-drawn Carriage' to 'Automobile' – How to Effectively Activate Distributors?
Using the analogy of treating a pimple, the article explains that brand owners should address the root cause of distributor inefficiency by redesigning channel coverage models rather than applying temporary fixes. It traces the evolution of six channel coverage models and provides a framework for optimizing distributor systems, including selecting the right distributors, defining roles, and implementing operational SOPs.
高级研究员 海游POSM Visual Strategy: The Next Competitive Frontier in Snack Foods
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, themed 'Supply Chain Revolution,' He Luyi, co-founder and CEO of New Can Factory, delivered a keynote on POSM visual strategy as the next competitive battleground for snack foods. Her insights sparked lively discussions among manufacturers and distributors on how to enhance offline sales through effective POSM design.
何璐伊Tong Xuewei of Liangduoduo: Survival and Entrepreneurship Principles for Distributors in Winter
Everyone loves spring and its stories of growth and prosperity. For most distributors who have thrived in spring, today may be their first 'winter' in business. Tong Xuewei, founder of Liangduoduo Liquor, believes that winter is not scary; many great companies were either born or rose during winter. The key lies in discovering and following the principles of product selection and entrepreneurship in winter.
童学伟Three Squirrels Founder Leads Executives on Intensive Dealer Visits: What Signal Does It Send?
The video account of "Squirrel Dad Zhang Liaoyuan" recently updated with three market research VLOGs, drawing industry attention. From March 18-22, founder Zhang Liaoyuan led senior executives on a field trip to visit dealers in the lower-tier markets at the junction of Anhui, Jiangsu, Shandong, and Henan, inspecting product sell-through, categories, displays, and pricing, while listening to frontline feedback. This move signals a strategic focus on distribution channels and the 'high-end cost-performance' route.
草树Leyuan Health: Dual-Wheel Drive Strategy Amid FMCG Distribution Model Transformation
According to incomplete statistics, private labels account for only about 7% in China, indicating significant growth potential. We believe that in 3-5 years, this will be a rapid growth phase. This year, we have incorporated ODM as a strategic supplement to our overall business direction, complementing and promoting our branded products. Zheng Tongjian, Vice President and General Manager of Marketing Center at Leyuan Health, said this in an interview with New Distribution. ODM involves providing customized product development and production services for large retailers, channel partners, or brand owners.
冯瑶5 Key Factors for Successfully Upgrading to a Platform-Based Distributor
In recent years, the transformation of distributors into platform-based models has become a hot topic in the FMCG distribution sector. Traditional distributors face squeezed profit margins and shrinking opportunities, making transformation urgent. At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Mr. Cai Zhicheng, founder of Laiken Information Technology, shared his insights on the five key factors for successfully upgrading to a platform-based distributor, sparking lively discussions among attendees.
蔡志成How Will the Next Generation of Distributors Achieve Growth?
“This year is the worst year of the past decade, but it may be the best year of the next decade.” In recent years, consumption structure has changed, demographic dividends have disappeared, and the consumer market has entered an era of shrinking volume. In the past, distributors could achieve business growth by representing major brands, but that path is no longer viable. The cake is no longer growing, yet more people are competing for it. Facing long-term supply chain transformation, how should FMCG distributors understand and respond? On March 15, 2024, Zhoupu Data and New Distribution co-hosted the “Next Generation Distributors” closed-door seminar in Chengdu.
周震Lu Xiuqiong: Navigating Cycles, Accelerating Omnichannel Growth
After a decade of rapid growth, FMCG companies face new challenges as investors tighten funds and once-brilliant brands struggle. At the 9th China FMCG Innovation Conference themed 'Supply Chain Revolution' held in Chengdu from March 14-16, Lu Xiuqiong, Global Expert Partner at Bain & Company, shared insights on 'Navigating Cycles, Accelerating Omnichannel Growth,' sparking lively discussions among attendees.
鲁秀琼Differentiation and Restructuring: How Can Distributors Fight Back?
At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Zheng Guangxian, Chairman of 1919 Digital Business Group, delivered a keynote speech titled "Differentiation and Restructuring: How Can Distributors Fight Back?" He emphasized that true digitalization must move from inventory management to integrating people, goods, and scenes, and advocated for transforming existing channels and stock rather than rebuilding, using platforms like 1919 Kuaihe to empower terminal stores.
郑广先Contrary to Trout's View: Qinghua Lang's Momentum Strategy Has Gone Astray
In 2017, Langjiu Group repositioned Qinghua Lang as 'one of China's two major sauce-flavor baijiu', launching a high-end strategy. Despite massive advertising and price hikes, the brand has faced price inversion and inventory issues due to insufficient brand momentum, allowing rival Xijiu to catch up in the sub-high-end market.
王小博、李相如