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Meidong by Umei Group Takes the National Sugar & Wine Fair by Storm
At the 108th National Sugar & Wine Fair in Chengdu, Meidong, a brand under Umei Group, drew significant attention from distributors due to its natural, healthy positioning and innovative approach. The brand's success is attributed to its alignment with consumer trends, category upgrades, and mutually beneficial partnerships with distributors.
秦淮Channel Model Iteration from the Perspectives of Business and Operations
At the 2023 (8th) China FMCG Innovation Conference, Hai You, partner of New Distribution and expert in offline channel models, delivered a speech on channel model iteration. He analyzed the evolution of channel models from 1.0 to 6.0, emphasizing that the best model is the one that matches a company's own capabilities, and discussed operational upgrades such as efficiency, cost, scale, and consumer reach.
高级研究员 海游First Appearance at the Sugar and Wine Fair: Why Did vollgas Attract Tens of Thousands of Distributors?
In 2023, the beverage market has undergone new changes. Young consumers now demand health, functionality, social attributes, and self-pleasure from drinks, meaning beverages are no longer just for quenching thirst but have expanded into more segmented needs. This presents new opportunities for beverage brands. vollgas, making its debut at the 108th National Sugar and Wine Fair, attracted significant distributor attention with its electrolyte water and energy drinks, backed by a compelling brand story and strong product appeal.
青山依旧Traditional Models Face Challenges, FMCG Distributors Urgently Need Innovation and Change
2023 is an extremely important year for all daily chemical distributors, standing at a crossroads of development, facing new choices and challenges. Looking at the decades-long history of the daily chemical industry, both brands and distributors have adapted and grown within cycles, breaking through them, though some may have lost their way. The industry faces a hurdle every 10 years, where one must either achieve new heights or decline and exit amid the tide of change. Recently, many distributors have communicated with me about how to win the post-pandemic opening battle and achieve new rise. I have distilled three cautions and eight capabilities for distributor innovation and transformation.
程英奇Distributors: If You Don't Start B2B Soon, You Might Miss the Boat
The FMCG B2B sector has grown rapidly in recent years despite little media coverage, with many early B2B players becoming profitable and a number of regional distributors successfully transitioning to B2B. This is driven by mature software technology and accumulated experience, making it a certain trend for distributors to transform into supply chain companies.
赵波How FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherWill the 'Price Inversion Wave' in Baijiu Recede, Starting in 2023?
How to maintain price rigidity for leading products and uphold brand image is the core challenge for liquor enterprises in 2023. In 2022, 'price inversion' became a frequent term in the baijiu industry. After the Spring Festival peak season, a brief 'good start' seemed to signal recovery, but high inventory remains a problem for distributors, and price inversion persists. Yunjiu Toutiao surveyed multiple markets to understand the latest conditions.
云酒Returning to Offline: Display Must Be Sales-Driven!
During the three years of the pandemic, the FMCG industry saw two major changes: first, the uncertainty of lockdowns led to a focus on orders, delivery, and inventory pressure, neglecting basic market actions like display and merchandising; second, the boom of community group buying and B2B, especially in 2021, made many practitioners feel the industry was changing, leading to a rejection of basic actions. This year, the primary task for FMCG manufacturers is to correct course and return to the basics, with display being a key skill.
高级研究员 海游90% of Distributors: All Business Management Should Center on Sell-Through
The statement that 90% of daily chemical distributors should center all business management on sell-through was proposed at a brand's distributor annual meeting. It applies not only to daily chemicals but also to condiments, snacks, and beverages. In the past, distributors made money by securing good brands and growing with them, but now profits are harder to come by: top-tier brands offer volume but no profit, while non-top-tier brands offer gross margins but no sales. To survive and thrive, distributors must either excel at store distribution or store sell-through.
袁来Which Type of Distributor Will Win the Competition in the Next 10 Years?
Due to the nature of my work, I often communicate with various people in the industry. People frequently ask: 'What's new? Share something!' or 'What do you think of that model?' The industry is changing, the world is changing, and new things are emerging one after another. It's normal to feel anxious, and it's important to understand new things, but over a longer time scale, the ones who truly win the competition in the next 5 to 10 years are not those who chase new things. So, who will win in the next 10 years? How should we respond to this ever-changing world? The following three aspects are crucial.
任文青AndyCollection Stores Become a New Growth Driver? White-Label Food Finally Gets Its Due
Every major channel change presents a new opportunity for traffic shifts in the leisure snack industry. From offline KA supermarkets represented by Walmart, to online e-commerce channels, and from brand specialty stores to snack discount stores, channels are continuously evolving, gradually returning to the commercial essence of leisure food—cost-effectiveness. New Distribution read a research report by Huachuang Securities, 'More, Faster, Better, Cheaper: The Rise and Breakthrough of Snack Discount Stores.' The report mainly introduces snack discount stores as a high-cost-performance brand chain format, directly supplied by manufacturers, bypassing distributor markups, thereby lowering product prices to attract consumers.
怜舟If Key Members Can't Be Retained, Distributors Can't Grow!
A recent study of distributor team building reveals that retaining key staff is far harder for distributors than for brands, due to both subjective perceptions and objective lack of HR structures. This article defines key members, analyzes five types of 'harm' bosses inflict, and offers two retention methods: boosting sales through knowledge, skills, attitude, and follow-up, and diversifying incentives beyond traditional socializing.
高级研究员 海游The Crisis and Opportunity for Distributors!
In the past two months, while visiting the market and communicating with many distributors, the business situation shows a clear polarization. Some distributors are optimistic, with clear development directions and plans, and their business is improving. However, the majority feel that business is becoming more difficult and have a strong sense of crisis. Why does this phenomenon occur? Is it because the former's business is smooth sailing, or is the latter's market too poor? There are differences in different regional markets, but overall, the trend of market changes is converging...
周群Why Most Sodas at the Spring Sugar Fair Won't Sell Well?
Most soda brands fail because they lack marketing capability despite having production capacity. The key to success is providing an irresistible reason to buy and designing an effective marketing plan around it, as exemplified by Da Yao's focus on the dining channel.
赵波Deepening Channel Roots: Genki Forest's Humble Transformation
In early 2023, media reports highlighted Genki Forest's distributor channel issues, prompting New Distribution to conduct market research. A Genki Forest distributor told New Distribution, "Old Tang is changing, very sincerely." Since its explosive debut, the young brand and its founder Tang Binsen have been media focal points, with discussions centered on marketing tactics and hit products. However, the past two years have seen a shift: the 2021 freezer war and joint crackdown by giants, and in 2022, channel crossing and price chaos, lowered targets, and team restructuring. Now, Genki Forest is actively adjusting its approach, focusing on traditional channel depth distribution to compete with beverage giants.
任文青AndyFMCG: Offline Channels Remain the Top Priority
A widely shared social media post declared '2022: Back to offline! 2023: Back to growth!' and urged eliminating all non-growth habits, products, and channels. For FMCG, offline still accounts for over 70% of business, and companies that ignore this will never grow big. The key is to focus on product competitiveness, channel competitiveness, and consumer competitiveness, with channels being the crucial bridge.
高级研究员 海游Why Regional Distributors Can Thrive While Regional Dealers Are Doomed?
Traditional regional dealers face enormous survival challenges due to stagnant market growth, rising costs, and channel disruption. The inevitable solution is to transform into regional digital platform operators (B2b), leveraging digital tools and operational efficiency to achieve profitable growth.
常波Instant Noodle Market Grows Strongly, Distributors Should Not Miss This 10-Billion-Yuan National Brand
Despite the rapid development of prepared dishes, the instant noodle market continues to grow strongly, with the industry's sales revenue exceeding 65 billion yuan in 2022. Baixiang, a leading national brand with 26 years of history, stands out by offering a diverse product matrix, high-quality products, and strong distributor support, making it an ideal partner for distributors seeking growth.
青山依旧Guangping Wine Reignites New Battles
After the pandemic, mass-market baijiu consumption focuses more on high cost-performance and a more comfortable drinking experience. The guangping wine industry, having secured its place in the hundred-billion-yuan track, is now expanding toward a 150 billion yuan market capacity. 'Upgrading' has become the keyword for many guangping wine brands this year.
小禅First-tier brands are not profitable, what should distributors do next?
2022 was the most severe year of the pandemic, with travel and offline activities greatly restricted. Despite this, I visited dozens of distributors of various sizes and had in-depth exchanges with them. One insight I gained is that the ancient industry of commercial distribution is accelerating its transformation. But as the saying goes, 'the fish doesn't know it's in water,' most distributors are unaware of this change. This article shares my observations on how distributors can navigate the shift from serving brands to serving customers, and the importance of becoming scarce resources themselves.
任文青AndyDistributor Business Positioning Deviation: How to Position Their Business Behavior?
In the FMCG supply chain, direct sales and distribution models coexist, with the key difference being whether the target customer is the ultimate value recipient. Many distributors mistakenly manage their sales teams using direct sales methods, leading to issues like uncontrolled returns and deteriorating terminal relationships. To address this, distributors should clarify business behavior, strengthen sell-through thinking, optimize distribution practices, and adjust management approaches toward distribution.
涂超Distributors: Alas, I'm Planning to Give Up on Top-Tier Brands!
During a market visit, a top local daily chemical distributor, Li Hua (pseudonym), revealed his intention to drop Unilever's agency despite 15 years of partnership, citing that the 10% gross margin can no longer cover rising operational costs. The article explores what distributors truly need at different stages and what value brand owners can offer to build lasting partnerships.
AsherCounty Town Ice Cream Wholesalers Can't Win Over Young People
A county town dealer recently told Li Qinglin he wanted to stock Chicecream. Li asked three times to confirm, and the dealer insisted that despite being in a county, consumers there are wealthy and willing to spend, and Chicecream sells well. This reminds Li of last summer when a county ice cream second-tier wholesaler couldn't get trendy internet-famous ice cream for her customers, and a friend in a county-level city sought high-end brands but found the market challenging. The article discusses the gap between brands and dealers in lower-tier markets, the resilience of county consumption, and how brands like Mulunhe and Yili have successfully penetrated these markets.
全食在线How Can Distributors Profit from the Lower-Tier Market of 1 Billion Consumers?
Many well-known brands are expanding into lower-tier markets to achieve new growth, while distributors face channel expansion demands. On February 20, several guests shared insights on how distributors should respond, focusing on cost challenges and role division between brands and distributors.
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