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Will the FMCG Market Improve in the Second Half of This Year?
The article discusses the uncertainties facing the global and Chinese FMCG markets in the second half of 2022, including geopolitical conflicts, the pandemic, and inflation. It analyzes consumer behavior changes and offers cautious optimism for recovery, while highlighting the need for brands and distributors to prepare for both challenges and opportunities.
文石From 3 Cases, See the Strategies and Paths of Digital 'Transformation' in FMCG Enterprises
This article discusses the strategies and paths for digital transformation in FMCG enterprises through three real cases: Dongpeng, Snow Beer, and Shahe Tequ. It emphasizes that digitalization should be viewed as a business model change rather than just a tool, and that successful transformation requires organizational capability and a gradual, incremental approach.
任文青AndyDealers Tripped Up Again and Again by Inertial Thinking
A recent consulting project with a leading FMCG company revealed that while dealers are increasingly adopting digital tools, their data analysis capabilities remain weak, often relying on outdated business thinking. This article highlights several common inertial thinking patterns among dealers, such as focusing only on high-volume outlets, neglecting customer acquisition and repurchase, and overlooking competitive display, and offers practical suggestions for improvement.
高级研究员 海游Where Have the 1-Yuan Ice Creams Gone?
The article explores why ice cream prices have risen and where affordable ice creams have gone, attributing it to multiple distribution layers, high cold-chain logistics costs, and the shift towards premium products in convenience stores. It highlights the case of Xuelian, a 0.5-yuan ice pop that went viral but still struggles to reach consumers due to lack of profit margins.
胡楠楠The Top Student of New Alcoholic Drinks, the New Choice for Distributors, Who Is It?
Where are the new opportunities in the alcoholic beverage channel? According to data from the China Alcoholic Drinks Association, in 2021, the output of the baijiu industry was about 7.16 million kiloliters, nearly halved from the peak of 13.5836 million kiloliters in 2016. Meanwhile, domestic beer production and per capita consumption have also peaked, with a clear trend of year-on-year decline. In the Guangdong market, a bellwether for China's alcoholic drinks industry, wine has lost more than 30% of its market share. In this red ocean, how to break through? Meijian, by leading the green plum wine category from its inception, is rewriting the landscape of the alcoholic beverage market.
New DistributionWhich Type of Distributor Can Survive the Winter?
2022 may mark the beginning of winter for China's FMCG market. Distributors, as the most active and sensitive group, face a challenging period; only those who adapt—whether as agile hunters or meticulous farmers—can survive and even thrive.
陈思廷In an Uncertain Market in 2022, Where Are the Opportunities for Distributors?
Despite market uncertainties caused by the pandemic, consumer demand remains unchanged, and distributors' core challenge is how to deliver products to consumers efficiently. Opportunities lie in omnichannel distribution that integrates online and offline, and in deepening engagement with community stores to find incremental growth.
周群Three Cases You Must Know About Stabilizing the Core Business
The core business is the foundation of a company's survival and growth. Over the past six years, New Distribution has tracked 100 FMCG brands and distributors, finding that those who excel in building and upgrading their core business remain stable and grow amidst drastic changes. This article presents three typical cases of brands and distributors focusing on their core business to stabilize their market position.
陈思廷Three Years of Pandemic: Distributors in Deep Water
The article reviews the challenges FMCG distributors faced during three years of the pandemic, including two waves of bankruptcies in 2020, the impact of community group buying in 2021, and the deepening consumption downturn in 2022. It highlights successful cases and emphasizes the importance of continuous learning and exchange for business growth.
高级研究员 海游Returning to the Offline Fundamentals: What Are the Four Core Capabilities for Distributors?
Amid repeated pandemic outbreaks, economic downturn, weak markets, consumption downgrading, and rising raw material costs, distributors face uncertainty. The article argues that when the future is unclear, distributors should focus on their fundamentals—the things that cannot be changed, taken away, or lost—and outlines four core capabilities: sales basics, market basics, team leadership, and the distributor boss's learning ability.
高级研究员 海游In the New Environment, Requirements for Distributors Will Only Get Higher!
The article discusses how distributors must enhance their capabilities to thrive in the current market, featuring stories of three distributors who expanded across categories, focused on selling premium products, and leveraged operational management skills to grow their businesses.
袁来Pros and Cons: Should Distributors Do Private Domain?
This article discusses whether distributors should engage in private domain operations. It presents two approaches: direct team operations and collaboration with small B partners, highlighting the value beyond sales, such as consumer education, precise marketing, and optimizing product mix.
任文青AndyWhere Will Business Growth Come From in 2022?
Amid repeated pandemic disruptions, FMCG companies and distributors face a slow market, yet some achieve counter-trend growth by seizing opportunities in crisis. This article shares four distributor cases and announces the 2022 China FMCG Channel Innovation Conference themed 'Seize the Opportunity, Stabilize the Market'.
田静Manufacturer-Dealer Game: Where Does the Dealer's Voice Lie?
A dealer's voice is not about who has the final say, but about achieving mutual benefit. Dealers can strengthen their position by developing scale, channel control, operational capability, and digital proficiency, making themselves indispensable to brand owners.
高级研究员 海游The Profit Model of Beijing Tiantang Supermarket Bar
Amid recurring COVID-19 outbreaks in Beijing, Tiantang Supermarket Bar became a new epicenter, with 166 infections reported by June 12, spanning 14 districts and the Economic-Technological Development Area. The bar's business model, known for low prices, diverse beer selection, self-service, and social atmosphere, has been both a success and a liability during the pandemic.
李光斗What Does Digitalization Really Mean for Distributors?
Distributors need digitalization not as an option but as a necessity. Based on interviews with over 60 top distributors, New Distribution found that digital transformation is essential for growth, enabling better data-driven decisions and efficiency.
周群The Worse the Economy, the Hotter the Discount Stores
Discounted products like 2-yuan sparkling water, 6-yuan Japanese biscuits, and 10-yuan shampoo are attracting consumers amid economic downturn. As the pandemic dampens consumption, discount stores such as HotMaxx, Hi-Tego, and Elephant Life have emerged and expanded rapidly, becoming a rare bright spot in the new consumption track. HotMaxx, founded in April 2020, opened nearly 400 stores in just 1.5 years with annual sales in the billions, and its valuation surged over 100 times to $500 million by end of 2021.
荆玉How Should Distributors Think Deeply and Build Momentum for Growth During Epidemic Lockdowns?
A distributor in a county-level city called to ask how to handle a sudden lockdown that halted his planned market push for a new beverage brand. The article advises using the downtime to review data, outlets, team, and hardware, and to prepare strategically for post-lockdown growth.
高级研究员 海游On New Distribution's Article "How Can New Products Seize the Key Moment of Sell-Through?"
Where does the 'anxiety' of launching new products come from? Using beverages as a case study, the article explains that this anxiety often stems from problems encountered during new product launches: how to distribute? Why won't small shop owners stock up? Small shop owners report poor sales, leading to loss of team confidence and ultimately failure. These issues reflect the 'moving but not selling' situation that brands face in real life, as no brand can continuously invest marketing expenses for a new product, and once marketing stops, sales stagnate—a challenge many brands have encountered or are currently facing.
习丌𠙶Six Things Needed for Products to Sell Through
Insight is the foundation of product development, requiring a deep understanding of consumer motivations and behaviors. A good insight must cover six key elements: scenario, category, brand, product, channel, and communication, which together determine a product's market success.
赵波The Dividend Period of Marketing Digitalization: Finding Increment in the Stock
Zhu Chaoyang, with 17 years of marketing career, shares his insights on marketing digitalization, emphasizing that it is not about overturning traditional marketing but upgrading it. He discusses common misconceptions, the necessity driven by changing consumption environments, and practical steps for implementation, including starting with minimal viable products and fostering cross-departmental collaboration.
习丌𠙶Today, All FMCG Manufacturers Are Children of Winter
In 2022, we are all children of winter. This phrase comes from a recent dialogue between Mr. Liu Run and Mr. Wu Xiaobo, who said, 'No transformation is achieved amid applause; every great enterprise is a child of winter.' With the repeated pandemic and economic downturn, almost all FMCG companies and distributors have become children of this winter. To survive, they must seize opportunities and stabilize their core business, as discussed in the upcoming 2022 China FMCG Channel Innovation Conference.
陈思廷Training | How Can Brand Personnel Communicate Efficiently with Distributors?
Most discord between manufacturers and distributors stems from communication, especially at month-end when brand salespeople face performance pressure and distributors face cash flow and inventory pressure, leading to frequent arguments and fallouts. This article explores the underlying logic of efficient manufacturer-distributor communication, including the four factors of fact, viewpoint, stance, and belief, and emphasizes the need for brand personnel to elevate their thinking dimensions from linear to multi-dimensional to better serve distributors of varying scales.
高级研究员 海游How Can New Products Seize the Key Moments of Sell-Through?
A new product's sell-through is determined by two key factors: per-store sales volume and the number of outlets. Even a bestseller like Coca-Cola averages only 4-5 bottles per store per day, so expectations for new products should be realistic. The key is to find differentiated channels and maintain effective outlets through regular visits, while also leveraging experiential marketing at critical moments to drive purchases.
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