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3725 articles · Page 39 of 156
Stuck in the Middle: The Awkward Position of 30 Million Distributors
Recently, I had exchanges with several distributor friends, each with a business scale around 30 million yuan. After in-depth discussions, it became clear that distributors of this size share distinct characteristics and face growth bottlenecks, with their businesses stagnating for years. Frankly, the 20-30 million yuan business scale is mainstream in the current trade and distribution sector. Facing the shift to online consumption, declining store traffic, and intensifying brand competition, how to break through and grow is a question every distributor owner must consider.
袁来Channel Digitalization: Distributors Have Their Own Calculations
This article explores distributors' real experiences and concerns during brand owners' push for channel digitalization, highlighting issues like vested interests, role anxiety, short-term efficiency, and process habits. It argues that successful digitalization requires treating distributors as partners, understanding their specific concerns, and creating benchmark distributors, while distributors themselves must proactively embrace change.
任文青AndyDo You Remember 'New Retail'? It Has Truly Arrived
The author reflects on the rise and fall of the 'New Retail' concept proposed by Jack Ma in 2016, which was widely hyped but often lacked substance. He argues that true New Retail is not about buzzwords but about using technology to serve consumers as professional buyers, and notes that the real opportunity now lies in the early 'climbing phase' of the technology hype cycle, where genuine innovation is quietly taking root.
响马老苗It's Time for Distributors to Consider B2B
Distributors have been facing tough business conditions recently, with rising manufacturer targets and intense market competition. High costs and low human efficiency make the current model unsustainable. Most distributors in prefecture-level cities with annual sales between 20-50 million yuan are stuck in a dilemma: unable to scale up, reduce costs, or manage staff effectively. B2B has passed the trial stage and is now widely accepted, offering a potential path for growth.
赵波This Year's Spring Sugar Fair Has Changed? These Companies Can't Come!
As the Chengdu Sugar and Wine Fair approaches, distributors face the annual challenge of selecting authentic, new, and major-brand products with high profit and quality from a myriad of options. To promote industry self-discipline and upgrade, the Pinyinhui Premium Beverage Theme Exhibition strictly screens exhibitors with its 5A certification, ensuring zero complaints and rejecting 247 brands so far, providing a trustworthy platform for distributors.
品饮汇Channel Digitalization: Strengthening or Bypassing Distributors?
Distributors stand on the front line of digitalization. Channel digitalization, far from weakening distributors, actually strengthens their value. The dual-private domain model emphasizes the role of retailers, but distributors are essential for connecting, activating, and co-operating with users. They must transform from distribution-focused to operation-focused roles, becoming the main players in B2C operations.
刘春雄The 'Bitterness' of Second-Generation Distributors
Recently, I discussed business plans with a second-generation distributor, and the conversation turned to succession. This article aims to address the topic from the perspective of second-generation distributors themselves. Most current distributors started their businesses around 1990-2000, following the reform of department stores and supply and marketing cooperatives. If they started in 2000, they are now 52; if in 1990, 62. Thus, the industry is experiencing a wave of second-generation succession, and these successors face various forms of 'bitterness'—not physical hardship, but a lack of meaning and value.
袁来From Today, China's FMCG Will Venture to the World
Amid intense domestic competition, China's FMCG industry seeks new blue oceans. At the 7th China FMCG Channel Innovation Conference in March 2022, New Distribution will host the first salon on Chinese FMCG venturing abroad, featuring pioneers who have already expanded into markets like Nigeria, Italy, and Africa.
陈思廷bC Integration: A Trap or an Opportunity for Distributors?
Recently, New Distribution has extensively reported on bC integration cases. Distributors still play an indispensable role in goods delivery and regional market operations, but from the historical development of FMCG channels, their role is weakening as brands get closer to the end market. With bC integration now brand-led, connecting directly to retail stores via mini-programs, the question arises: besides passive cooperation, do distributors have other options? Is it a trap or an opportunity? Where should they turn?
任文青AndyPrepared Dishes Are So Hot, Should Distributors Get on Board?
Prepared dishes have become the hottest track at the start of 2022, following community group buying and the metaverse. Lu Zhengyao, recently ousted from Luckin Coffee, has officially entered the prepared dishes sector with his new venture 'Shejian Workshop'. The model involves sourcing fresh ingredients, processing them into semi-finished products, and distributing via cold chain to retail terminals. With low franchise thresholds, the company has already secured 30 letters of intent. The market is booming, with projections of reaching trillions in scale, but distributors should carefully consider opportunities and challenges.
道农Why Should Distributors Follow You?
Making distributors bigger and stronger has become one of the company's biggest consensus. We deeply recognize that only when distributors grow strong together with the company can we win the victory of 'decisive battle for high-end, quality development'. Product premiumization and accelerating consumption upgrades have not improved distributors' profitability, and they feel the company is fleecing them. Competition has changed profoundly, but distributors' capabilities have not kept pace with the new normal, still relying on experience and traditional methods. How to make distributors follow the brand's growth pace and become effective partners?
刘 刚New Distribution's Reflections on Mission, Vision, and Values
Looking at the world with a broad vision, the media industry has obvious ceilings. New Distribution has been wandering and hesitating over this in recent years, making many attempts. Recent reflections, especially from Tiger Bang Chili Sauce founder Lu Wenjin, revealed the energy a true entrepreneur should have: certainty about the present, not rushing to grow big, but focusing on doing things well, as he puts it: 'growing grain on bluestone slabs.' As long as you want to do it, you can definitely do it well. Yes, it's this 'doing well' that gave me tremendous inspiration. Beginning...
赵波Kotler's Cao Hu and Zhao Bo in Dialogue: From a Marketing Perspective, How Will Channels Evolve in the Future?
This article is a transcript of a live-streamed dialogue between Dr. Cao Hu of Kotler Consulting Group and Zhao Bo, founder of New Distribution, on the topic of channel evolution in 2022, covering trends such as channel fragmentation, digitalization, and the shift toward omnichannel strategies.
科特勒增长实验室Wholesalers/Distributors Will See a Wave of Transformation to B2B
Wholesalers/distributors are the smallest operating units in the commercial circulation field in China, supplying goods to millions of mom-and-pop stores. They face increasing difficulties due to rising labor costs, thin margins, and intense competition, but they hold unique value in proximity and customer relationships. The article argues that a wave of B2B transformation is inevitable, driven by brand digitization and platform education, and provides guidance on how wholesalers can adapt.
赵波Raw Material Prices Are Soaring: Should Product Prices Follow? And How?
During recent market visits, conversations with distributors, wholesalers, and retail outlets inevitably turned to the increasing difficulty of doing business, compounded by rising product prices. Three scenarios emerged: some brands haven't raised prices but are threatening to; some price increases failed due to consumer resistance and squeezed channel profits; and some succeeded without losing market share. This article discusses how brands should approach price increases, covering pre-increase preparation, execution, and post-increase monitoring.
高级研究员 海游FMCG Distributors Are 'Quitting the Group' in Droves—Is Group Buying 'Killing' Traditional Channels?
FMCG companies now have too many channel options—traditional distributors, e-commerce, and emerging community e-commerce, community group buying, and livestream e-commerce—like five horses pulling a chariot. But if the horses pull in different directions, the chariot may be torn apart. A report on January 11 highlighted a franchisee's losses due to high channel prices, and many distributors in 2021 faced similar issues, leading some to 'quit the group' as emerging channels undercut prices and disrupted the traditional system.
李振兴Looking Ahead to 2022: 8 Changes Distributors Should Watch
As 2021 ends and 2022 begins, New Distribution reflects on visits with dozens of FMCG distributors over the past year, observing shifts such as the trend toward larger distributors, second-generation succession, digitalization, logistics specialization, private labels, private domain traffic, livestreaming, and community group buying. These insights aim to help distributors find direction in an uncertain 2022.
周群What Is the Relationship Between Distributors and Manufacturers?
As the new year begins, many manufacturers and distributors are concerned about the economic outlook. However, the wise adapt to changing times, and the future demands the ability to respond calmly to change rather than waiting passively for fortune. For distributors, the most readily available resource for support is the brand manufacturers. Although there is a certain conflict of interest in their roles, under the 'profound changes unseen in a century,' major brands are also facing internal and external pressures and urgently need to integrate more forces to build their own united front.
邢仁宝Digitalization: Different Paths, Same Destination
Alibaba's former CEO Wei Zhe noted that e-commerce has entered an era of stock. The search for new digital battlefields is everyone's expectation. Digitalization has multiple paths, but they all converge on the same road: F2B2b2C, or bC integration.
刘春雄Upstream Manufacturers Raise Prices, Downstream Dares Not, Terminal Sales Sluggish: Frozen Food Distributors Face the Hardest 'Peak Season'!
In early December, at the Zhongyuan Siji Aquatic Products Logistics Port in Zhengzhou, the largest cold-chain logistics hub in central China, loading worker Lao Zhang basks in the sun with little work, as the market is unusually quiet. Distributors are squeezed by upstream price hikes and downstream reluctance to accept increases, leading to sluggish sales and heavy inventory pressure, making this the toughest peak season they've ever faced.
头条君Human Efficiency Will Be the Biggest Bottleneck for FMCG Enterprises in the Future
This article discusses the issue of human efficiency in FMCG enterprises. Low human efficiency is manifested in three ways: low output, low work efficiency, and high interpersonal costs. The key to improving human efficiency lies in managing both the number of personnel and their average efficiency, with innovative solutions such as crowdsourcing and shared labor models.
高级研究员 海游The Dance of the Elephant: Three Key Moves to Help Distributors Win the Spring Festival Battle
The Spring Festival is the most important peak season for consumer goods, with Chinese consumers spending about a quarter of their annual consumption during this period. However, many brands are seeing declining sales due to fragmented channels, over-reliance on channel stuffing, and price wars. This article uses Lee Kum Kee's 'Follow the Chef' campaign as a case study to illustrate how a century-old brand successfully engaged consumers through a compelling theme, creative chef recipes, and integrated online-offline execution.
文石Why Are Second-Tier Distributors Getting More Exhausted but Earning Less?
As a crucial link in the distribution chain, second-tier distributors have for the first time drawn attention and reflection from industry insiders. This article argues that their role has long been overlooked and undervalued by brand owners and marketing scholars, resonating with many dealers and wholesalers. In fact, the fate of one million FMCG second-tier distributors is now a concern for both themselves and the entire FMCG industry. Hence, this article, "Why Are FMCG Second-Tier Distributors Getting More Exhausted but Earning Less?", is the second piece in the "Focus on Second-Tier Distributors" series.
陈思廷The 'TOP1' Strategy for Distributors in 2022
As 2022 begins, distributors face a tough market where maintaining sales is already a challenge. This article argues that in the current zero-sum market, distributors must adopt a 'TOP1' strategy—striving to become the number one in a specific store, channel, or region—to gain bargaining power and access to resources. It advises starting with becoming the top supplier in individual stores, treating each store as a fortress to conquer.
袁来