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Returning Offline in 2023: Channel Digitalization Takes Center Stage
After the 2023 Spring Festival, leading FMCG companies launched large-scale channel digitalization, becoming the most notable phenomenon in digitalization and marketing. Channel digitalization, also known as full-chain or long-chain digitalization, involves all four channel links: F (manufacturer), B (distributor), b (retailer), and C (consumer). The prerequisite for full-chain digitalization is deep offline distribution, a strength of FMCG leaders. This article explores the drivers, obstacles, principles, and best practices, including Coca-Cola's experience.
刘春雄Digital as the Engine: Lee Kum Kee Continuously Empowers Channel Partners for Efficient Business Growth
According to relevant data, offline business accounted for 89.6% of the condiment market in 2022. Looking further at offline channels, the 2 million+ small retail stores that are closer to consumers in near-field consumption will definitely become the mainstream of the condiment market in the future. Covering these 2 million+ small stores through traditional methods and a manpower-intensive approach makes it difficult to balance efficiency and cost. From the perspective of the condiment industry, what should be done? First, fully mobilize the power of distributors and work with them to tap into the potential of stores; second, use more efficient digital tools to expand coverage radius...
周群"Please Don't Send Me Back to the Pre-Liberation Era Overnight" - Distributors in Beijing's 'July 731' Heavy Rainstorm
Editor's note: According to the Beijing Meteorological Observatory, from 20:00 on July 29 to 11:00 on August 1, 2023, the average precipitation in Beijing was 263.8 mm. The maximum rainfall in the city occurred at Wangjiayuan Reservoir in Changping, reaching 744.8 mm, the highest in 140 years of instrumental records in Beijing. On August 1, Xi Jinping, General Secretary of the CPC Central Committee, President of the country, and Chairman of the Central Military Commission, made important instructions on flood prevention and disaster relief work. Heavy rain in Chengdu, Zhengzhou, typhoons in Fujian, and heavy rain in Beijing - every major natural disaster reminds us of the awe we should hold for nature. And in every disaster, distributors are often the group suffering the most severe property losses. This article documents the current situation of some distributors during the July 731 heavy rainstorm in Beijing, hoping that manufacturers and distributors can unite to overcome difficulties. At the same time, it also hopes that distributors will always have a safety bottom-line awareness in their operations and not put their businesses at great risk.
陈思廷Distributors: No Longer a Simple Moving Business for Everyone
As channels diversify and demand becomes more personalized, only large distributors can withstand risks and seize opportunities. The author, Yuan Lai, reflects on the increasing difficulty of the distributor business and the need for scale and professionalism.
袁来Economic Downturn: Distributors in a Panic
The era dividend has disappeared, but structural opportunities still exist. As consumption patterns are reshaped and channel structures are reconstructed, distributors face internal and external pressures, yet those who adapt can still find growth.
田静Surveying 15 Markets: How Do 20+ Distributors Optimize Their Organizational Structures?
Operating a business is about managing people; besides objective factors like timing and location, harmony among people is even more critical. This article, based on a survey of 15 regional markets and in-depth interviews with over 20 distributor owners and their professional managers, explores how distributors can build organizational structures that match their business status to reduce costs and maximize sales and profit contributions.
高级研究员 海游Distributors' Business Is Not Worth Much!
The development direction for distributors is, bluntly put, to outcompete local rivals and become the regional leader. This article shares three stories illustrating why distributors' businesses are undervalued and how they can thrive by focusing on profitability and scale.
袁来First Session of 'National Benchmark Distributor Study Tour' - Into Jiapin Yunshi, a Complete Success!
On July 21-22, the first session of the 'New Distribution National Benchmark Distributor Study Tour' concluded successfully at Jiapin Yunshi. Originally planned for 80 participants, the event expanded to 170 seats due to overwhelming demand. Attendees gained insights from New Distribution's sharing, Jiapin Yunshi's founders, and a warehouse tour, leaving with valuable knowledge.
New DistributionIce Cream Faces Its Worst Peak Season, Ice Cream Distributors Have Bitter Complaints!
The peak season is not booming, and slow sales are putting enormous pressure on ice cream distributors. During the height of summer, while the sun blazes, ice cream distributors find themselves in a chilling situation. Every year from April to September is the peak consumption season for ice cream. This summer, as the first peak season after the full reopening, the ice cream industry had high hopes. However, after half a year of anticipation and effort, they have hit a wall of 'peak season without prosperity.'
头条君Distributors, Earn Money Standing Up!
Whoever holds scarce resources holds the power of choice. This article explores why distributors are losing control over their destiny, how to shift from serving brands to serving customers, and how to become a truly independent enterprise to earn money with dignity.
任文青AndyJinmailang's 'Four-in-One' Dealers Have Started to Give Up
A decade of firsthand experience with the 'Four-in-One' system: from a salesperson to a dealer, Li Ziming witnessed Jinmailang's growth from 8 billion to over 20 billion yuan. Now facing declining sales and a changing market, he reflects on the system's past success and its uncertain future.
冯瑶The Biggest Obstacle to Channel Digitalization: Once Aiming to Eliminate the Middleman, Now Demanding Their Cooperation with Confidence
Liu Chunxiong's digitalization once advocated disintermediation, eliminating middlemen, and no middlemen taking a cut. This was a detour in digitalization that lasted a long time. Now it's clear that middlemen are indispensable, and disintermediation is a wrong move. For top FMCG companies, offline channels account for over 90% of sales. I don't believe that missing 90% of the market can be called a successful digital transformation. The main theme of 2023 is returning to offline, with full-chain channel digitalization, where middlemen must also participate and cooperate. In the past, the goal was to eliminate them, but now we confidently demand their cooperation.
刘春雄The Five-Character Scripture for Dealer 'Small Bosses': Nurture, Support, Activate, Stabilize, Adapt
A stable team of small bosses is key to the success of a partnership model. Only by continuously delegating distribution rights can the initiative of frontline workers be fully unleashed, which is the only way to address both symptoms and root causes in today's competitive environment.
高级研究员 海游Wuhan's "Erchang Soda" Battle: Whose Soda Is It?
At the just-concluded Wuhan Erchang Soda distributor conference, Lan Shili was not satisfied with the signing numbers. This re-entrepreneurship project, which he sees as 'surpassing the past,' may face twists and turns. The traditional peak season for beverages starts in April, but Lan only recently rushed to recruit distributors, clearly a few steps behind. A bigger risk looms: whose soda can be called 'Erchang Soda'? Since last year, Wuhan Hengrunshi, the operator of Hankou Erchang Soda, has repeatedly filed oppositions to trademarks applied for by Wuhan Erchang Beverage. The five confrontations are undoubtedly a warning to Lan Shili—in the same city, not everyone can print 'Erchang' on a soda bottle.
陈晓京Bad Environment? The Bigger the Waves, the More Expensive the Fish!
Success is not about solving problems, but seizing opportunities. This article reviews historical marketing shifts in China and argues that during economic downturns, companies should upgrade products and move closer to consumers rather than cut prices.
刘春雄What Key Indicators Should Brands Focus on for Successful TPM Project Implementation?
In recent years, due to the impact of the COVID-19 pandemic and international trade frictions, consumer goods companies have gradually shifted to refined business management. Most companies choose expense management as an entry point for Trade Promotion Management (TPM) projects, but some fail to achieve satisfactory results after launch. QinCe shares its successful TPM implementation experience, emphasizing that the original intention and goals must remain unchanged, and highlighting key factors such as balancing financial and business logic, handling complex channel activities, automating accounting, and ensuring information transparency.
邢争世Sprite's '82 Vintage' Joke Becomes Reality: The Brand's Urgent Bid to Win Over Young Consumers
The '82 Sprite' meme, originating from a popular internet joke, has been turned into a real product by Sprite. This 'meme marketing' move is seen as a strategy to resonate with and leave a lasting impression on younger consumers, as the brand faces intensifying competition in China's carbonated beverage market.
New DistributionStrategies and Transformations of Daily Chemical Distributors
In the new consumption era compounded by the post-pandemic period, daily chemical distributors face immense pressure and are undergoing transformation and upgrading. There is no one-size-fits-all formula, but by learning from others' successes and adapting to one's own reality, distributors can find a new starting point for development. The key is to follow trends and adapt appropriately for efficient and effective transformation.
程英奇From a Mom-and-Pop Shop to a Hundred-Person Team: How Can Distributors Maximize Their Team's Strengths?
Most 'outstanding people' are not generalists but specialists. During market research for a multi-billion-dollar company, the author visited distributors in several provinces and found that many had grown from small family operations into large teams. This article shares insights on evolving from a 'gang' to a 'team' to an 'organization,' effective motivation strategies, and how to maximize team strengths.
高级研究员 海游Bulk Snack Stores Expand Rapidly, Distributors Caught in a Dilemma, Price War Imminent?
The emergence of bulk snack stores represents a channel transformation opportunity, but as competition intensifies, industry consolidation is inevitable. Distributors face challenges as these stores disrupt brand pricing, yet they also present new opportunities for collaboration.
任文青AndyWhat Pitfalls Should Distributors Avoid When Building Their Own Supermarket Channels?
Distributor transformation is a key trend in the FMCG sector. Jia Yongshun, General Manager of Jintong Company, shared insights on pitfalls to avoid when distributors open fresh food supermarkets, covering product positioning, layout design, and marketing.
贾永顺Can Shrinking Wallets Support the Expanding Discount Retail Industry?
Customers don't just like cheap prices; they like the feeling of getting a bargain. Discount retailers that tap into this precise need hold the key to success. As economic downturns prompt consumers to tighten their belts, the discount retail sector is booming, but it faces challenges such as supply chain issues and intense competition.
王庆丰Distributors, Hold On!
Distributors are facing significant business declines due to economic pressures and new retail formats. Three young distributors share their strategies for survival and growth, emphasizing core competencies, adaptation, and innovation.
袁来The Rise of the Post-80s and Post-90s Distributors!
The environment has changed, and only distributors who adapt can survive and thrive. This article explores the rise of a new generation of distributors, characterized by their youth, data-driven approach, and openness to innovation, and argues that their success stems from their ability to adapt to the changing market.
任文青Andy