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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Good Products Attract Good Partners: The Mutual Commitment Between Xiangpiaopiao and Distributors Under Long-Termism
In the fully competitive beverage industry, distributors are more concerned with finding products that ensure long-term profitability than with a lack of options. At the 110th Spring Sugar and Wine Fair, Xiangpiaopiao's Meco cup fruit tea and Lanfangyuan frozen lemon tea stood out for their consistent quality, brand reputation, and channel policies, earning recognition from both new and existing distributors and forging a new brand-distributor partnership.
青山依旧Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective
Growth is an unavoidable topic for companies and distributors seeking development, and discussions have intensified in recent years. From March 14 to 16, the 9th China FMCG Innovation Conference, themed 'Supply Chain Revolution,' was held in Chengdu. During the conference, over 100 speakers and more than 2,000 manufacturer representatives and FMCG professionals from across the country explored how distributors and brands can pursue growth in the current environment. Among them, Mr. Li Zheng, Vice President of Zhoupu Data, delivered a keynote speech titled 'Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective' at the main forum, sparking lively discussions among manufacturers and distributors.
李正A Dark Horse Emerges in the Health Industry: Xunlong Energy Shines at Spring Sugar with 'Mushroom Nutrition'
As a major professional exhibition in the industry, the Sugar and Wine Fair is hailed as the 'barometer' of China's food industry. Many exhibitors engage in idea exchange and resource integration, seeking new development opportunities. Xunlong Energy is no exception. This year, Xunlong Energy unveiled new products at the Chengdu Spring Sugar and Wine Fair, attracting significant attention from distributors and consumers, and once again became one of the most talked-about brands. With mushroom nutrition at its core and a philosophy of natural health, Xunlong Energy, born amid the new consumption wave, is entering the view of distributors and consumers nationwide, becoming a synonym for health and vitality in the beverage industry.
孟云Industry Exclusive | White Paper on Cost Reduction and Efficiency Enhancement in Warehouse and Distribution Logistics for Chinese FMCG Distributors
Distributors with business scale exceeding 50 million yuan often fail to achieve sustained growth due to management issues, with warehouse and distribution management being the most critical aspect after core business operations. Although warehouse and distribution logistics account for the highest proportion of operating costs for distributors, they spend minimal time optimizing and refining it. In the future, the number of distributors in a city will decrease while their scale will increase, making multi-SKU and multi-category management essential, with warehouse and distribution efficiency as a key indicator of operational performance. Based on this, New Distribution, in collaboration with BEST Supply Chain, has launched the industry's first white paper on cost reduction and efficiency enhancement in warehouse and distribution logistics for FMCG distributors, covering approximately 300 small, medium, and large distributors nationwide.
袁来Best-selling for Nearly Two Decades: What's the Secret Behind Mingren Soda Water's Long-lasting Success?
The National Sugar and Wine Fair, hailed as the industry's weather vane, recently concluded with 6,600 exhibitors and over 300,000 products on display, presenting significant opportunities for beverage companies. In recent years, besides the popular sparkling water and pure tea drinks, health-oriented products like soda water have gained traction. Among them, Mingren Soda Water, the industry leader, has been particularly successful, continuously innovating in channels, products, and systems, extending its quality chain to suppliers and distributors to drive collective improvement across the industry chain. At this year's fair, Mingren Soda Water showcased its new products, including the Rijiajian and Danyang series, to exhibitors and visitors from across the country.
月河Zhibaishuo's Major New Launch | The Coconut Juice "Top Student" Is None Other Than You!
In the vibrant month of March, the drums of war resound! A major new star product makes a fresh debut! Coconut juice 1.25L arrives with the spring breeze, refreshingly! Upon its release, it sparked a frenzy of stock grabbing, quickly drawing widespread industry attention and winning the hearts of many distributors. Zhibaishuo successfully fired the "first shot" of its launch communication with the product slogan "For refreshing good coconut juice, choose the first press." This new coconut juice launch further highlights the healthy and fresh attributes of "first press and imported ingredients," ensuring quality from the source and making an immediate splash upon release. This fresh coconut breeze is precisely a precise boost behind the insight into consumers' health trends!
孟云Major Release | 2023-2024 China FMCG Distributor Warehouse and Distribution Logistics Survey Report
From March 14-16, 2024, the 9th China FMCG Innovation Conference, the 2nd China FMCG Hard Discount Conference, and the 2nd China FMCG Distributor Conference were grandly held in Chengdu. At the 2nd Distributor Conference, Li Wenjun, partner of New Distribution Research and Consulting, provided an in-depth interpretation of the "2023 China FMCG Distributor Warehouse and Distribution Logistics Survey Report." This report, which took three months to compile, is a joint industry-exclusive study by New Distribution and Best Supply Chain, and serves as the essence of the "2023 China FMCG Distributor Warehouse and Distribution Logistics Cost Reduction and Efficiency Improvement White Paper."
New DistributionZhao Bo of New Distribution: Why a Supply Chain Revolution Is Inevitable in China's Current Market Environment
Zhao Bo, founder of New Distribution, explains why a supply chain revolution is inevitable in China's current market environment, driven by the shift from a high-growth to a mature market, changing consumer behavior, and the need for new distribution capabilities.
赵波Old Flavor, New Life: Exploring the Success Path of Meijian Breaking Through One Billion
In an era of product surplus and extreme scarcity of good products, it is not easy for brands to create a blockbuster single product. However, the new alcoholic beverage market has produced a dark horse—Meijian. From researching green plum varieties in 2014 to launching in June 2019 and now becoming popular nationwide, Meijian has filled the gap in Chinese table wine. In 2022, its total retail market scale exceeded 2.5 billion yuan, making it the first brand in the new alcoholic beverage sector to reach the billion-yuan level.
张雨薇How Distributors Can Build Capabilities into Their Organizations
When discussing this topic, many people's first reaction is what HR needs to do. For a typical trading company with annual sales of tens of millions, they won't set up a separate HR team; these tasks fall on the heads of the using departments, but their main business is not HR, so how should they handle it? Talent never belongs to the enterprise; it belongs to the labor market. If you leverage your professional advantages to empower employees, perhaps in the short term their overall capabilities will improve, but when employees leave, what remains? A business supported by excellent employees is individual heroism; when the "hero" leaves, the business pressure immediately multiplies.
高级研究员 海游In the Era of Surplus, What Opportunities Can 'Ultimate Supply Chain' Bring to Distributors?
Today, most products, especially FMCG, are in an era of surplus, squeezing distributors from both upstream and downstream. Distributors face a dilemma: mature bestsellers with volume don't make money, while profitable new products have too little volume and insufficient margins. To address this, New Distribution has launched the 'Ultimate Supply Chain' Brand Factory Direct Sourcing Fair, a new supply chain distribution model that connects brand owners and distributors at factory prices, offering low thresholds, high profits, and low risks.
张雨薇The Return of the Big Distributor
Some say my recent articles are pessimistic about distributors, citing the orderly retreat of distributors. I disagree! Those who should grow big will grow big, and those who should disappear will disappear. That is optimism. Those who should grow big but don't, and those who should disappear but don't, that is pessimism. Over the past 20 years, distributors have basically not grown big, but they have lived well, which is not necessarily a good thing. In recent years, distributors as a whole have been struggling, but there are more big distributors than before, which is not necessarily a bad thing. Whether pessimistic or optimistic depends on one's standpoint.
刘春雄In 2024, Distributors Should Focus on Efficiency: First Avoid Defeat, Then Seek Victory
As 2024 begins, distributors are advised to abandon unrealistic expectations and focus on operational efficiency to secure stable growth. Zou Wenbiao, co-founder of Zhoupu Data, predicts that 2024 will be better than 2023 for distributors, as they have accepted the new reality and will concentrate on controllable factors like personnel efficiency and payment cycles.
袁来What's at a Dead End Is Not the Distributor Model, but the Mindset
As the scale of business grows, complexity increases exponentially, not linearly, rendering traditional distributor models and intuition ineffective. To survive, distributors must transform into supply chain operators, leveraging platforms and new thinking, as exemplified by 7-Eleven's evolution and the need for innovative approaches.
赵波Distributors Won't Be Eliminated, But the Trading Model Will
This article discusses the future of distributors, arguing that while traditional trading models are becoming obsolete, distributors themselves can survive by transforming into platform operators, third-party delivery providers, promotion specialists, brand service providers, or circle-based deep distribution specialists. The key is embracing digitalization and adapting to the changing market.
刘春雄Distributors Will Not Be Eliminated!
A distributor member asked whether local distributors will be eliminated. The author argues that distributors as a group will always exist, but individual distributors may be eliminated by more capable peers, not by external forces like hard discounters. The key is to choose between a brand-oriented or retail-oriented path, and to keep learning and innovating to survive and thrive.
袁来Regional Market Operation Leadership: Should It Rest with Brand Owners or Distributors?
The complete offline channel chain is: brand owner - distributor/dealer - salesperson - outlet - consumer. The core of effective offline channel coverage is to connect all links in product circulation, which first requires addressing three questions: who does it, what to do, and what model is best. This article discusses these questions, arguing that market leadership should be determined by market efficiency, not by brand owners' preference.
高级研究员 海游