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3708 articles · Page 39 of 155
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 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Traditional Distribution: How to Achieve 5,000 Monthly Transactions and 200 Million Annual Sales with 10 Field Promoters?
This case study explores how Xiaocan Frozen Food, a Guangzhou-based frozen food distributor, achieved 200 million RMB in annual sales within two years using only 10 field promoters. By leveraging WeChat mini-programs and enterprise WeChat, they digitized their entire sales process, enabling efficient customer acquisition and management without traditional sales representatives.
任文青Xi'an Distributors Fight the Epidemic: Every Crisis Is an Opportunity for Growth
History does not simply repeat itself, but it often rhymes. On January 23, 2020, Wuhan was locked down. On December 23, 2021, Xi'an was locked down. Through the perspectives of three Xi'an distributors, this article captures not only their vulnerability but also the resilience that history has planted in them, offering insights for those in similar situations.
冯瑶Five Ways Brand Owners Empower Distributors to Grow Their Business
At year-end, many brand owners are trying different forms of empowerment for their distributor partners, hoping for closer cooperation and business growth in the new year. In 2021, New Distribution's internal team participated in several brand-distributor empowerment training projects, and this article reviews and summarizes how current brand owners (mainly leading brands) empower distributors.
袁来A Billion-Yuan Market Awaits: What's the Business Logic Behind Doudouben's Premium Upgrade?
A question on Zhihu asks: What do consumers pay for? The top answer: Users don't buy the product itself, but your solution. More precisely, consumers value whether the logic behind the product meets their needs. From the 50s-60s generation who grew up in famine, to the 70s-80s generation in an era of wealth disparity, to today's 90s-00s generation, the first to grow up in a prosperous and connected era, the shift from survival to quality, from scarcity to abundance, reflects an upgrade in the underlying logic of consumption: from having more to wanting better, from functional satisfaction to emotional drive. For companies, this is a process of winning the market by creating demand, putting people first, and uncovering hidden consumer needs to make them explicit.
田静The Flip Side of Distributor Profits: Internal Friction
A distributor reveals that despite high gross margins, profits can vanish due to internal inefficiencies. The article outlines how mismanagement of people, money, and goods leads to hidden costs, and emphasizes the importance of controlling internal friction to maintain profitability.
调料人都在关注的Distributors: Is E-commerce a Good Way Out?
As offline business becomes increasingly difficult and stagnant for two or three years, many distributors are turning to e-commerce, with some bosses even overseeing it personally. Frankly, I do not recommend distributors to enter e-commerce, because the logic of online and offline operations is completely different. However, despite this advice, many distributors are eager to try, as the entry barrier is low: a couple of people can run it, register a Tmall or JD exclusive store, and with existing products and a warehouse near a courier station, the business can start operating.
袁来Neither Dead nor Thriving: Who Can Change the Fate of China's 1 Million FMCG Secondary Distributors?
Secondary distributors (二批) are a unique group in the FMCG industry, often targeted by manufacturers for channel flattening, yet they remain resilient due to their low cost and proximity to small retailers. This article explores their challenges and a new platform model, '佟掌柜', which aims to empower them with digital tools and expand their service radius, potentially transforming their fate.
陈思廷Regional Manager: Making 2022 Business Plans Is Not 'Copying Homework'
As December arrives, major FMCG brands have begun planning for the coming year. This article discusses how regional managers should review and plan their business. Many regional managers mistakenly treat business planning as a routine task or fail to create individual plans for each dealer. The article outlines common pitfalls and provides a detailed framework for conducting thorough business reviews and making effective plans.
王军Baixiang's Offensive: The Best Time for Distributors to Join
Baixiang has truly changed, becoming more fashionable and younger, as many distributors perceive from its recent product and brand innovations. The Dalajiao brand, a pioneer in Baixiang's youth-oriented strategy, has excelled in the market, with its hot chicken noodles leading domestic sales and expanding into other spicy snacks. After validating its brand and products online, Baixiang is now preparing to attack offline channels, presenting a significant opportunity for distributors.
秦淮Several Ways to Classify New Channels
Two years ago, New Distribution classified the market channels from two dimensions: technology and market, into four quadrants. Today, the importance of different scenarios has changed, and the trend of convergence is obvious. This article reclassifies and analyzes the current retail market from the perspectives of consumer behavior and network topology.
赵波The Era of Goat Milk Formula Breakthrough: How Can Distributors Achieve Synergistic Growth in B&C?
Recently, the State Administration for Market Regulation issued new regulations for infant goat milk formula, stipulating that products using bovine whey powder (commonly known as 'mixed goat' or 'half goat' milk powder) can no longer be labeled as 'goat milk powder'. This has prompted many 'half goat' companies to consider transitioning to 'full goat' or exploring other niche categories. The new regulations accelerate the standardization and upgrade of the goat milk powder market, benefiting brands focused on pure goat milk protein formulas.
AmyHow to Implement BC Integration?
BC integration is essentially bC integration, where 'b' refers to small retailers. It is the soul of channel digitalization, involving technical binding, single-store communities as the smallest operational unit, mutual leverage between b and C, and a shift in channel logic. The key is to reassess the value of the retail end and implement bC integration through technical tools like BC dual codes and BC mini-programs.
刘春雄 刘馨忆Orange Heart Preferred Self-Rescue, Shifts Focus to Wholesale Business
Starting in September, Orange Heart Preferred (Chengxin Youxuan) shrank its service area from 31 provinces to 9, cut staff from 16,000 to 5,000, and saw orders drop from 12 million to 2 million. Now, it is pivoting to a wholesale business model to survive.
晚点团队Where to Start with Channel Digitalization?
Many business owners ask me, 'Teacher Zhu, is it too early for our company to start digital transformation?' I express my view in three sentences: digital transformation must be early, must be difficult, and must be done. There is much discussion about digitalization from various angles and positions. Here, I mainly stand from the perspective of brand owners, discussing how enterprises can achieve digitalization through channels. The main problems faced by traditional channels are profit distribution and sell-through at all levels. Simply put, someone is willing to sell, and someone is willing to buy. One is the physical space grab for shelf space, and the other is the occupation of mind space.
朱朝阳Approaching 2022: Product Selection Logic for Beverage Distributors
The pandemic has heightened global health awareness, making beverage safety and natural ingredients more important than taste alone. This article analyzes future bestsellers and distributor product strategies from consumer, distributor, and industry perspectives.
高级研究员 海游Where Is the Spring for Small and Medium-Sized Liquor Enterprises?
A distinguished guest from afar traveled a long distance to Boss Zhang's hometown. At the welcome dinner, although the guest, who frequently flew around the country and held status and prestige, usually drank famous liquors, Boss Zhang did not entertain him with a nationally renowned top-tier baijiu brand but instead chose his hometown's local liquor brand. After the banquet, the guest not only expressed no dissatisfaction but, upon leaving, took the initiative to buy several cases to take back. Boss Zhang, embarrassed to let him pay, gave them free of charge. Later, the guest kept asking Boss Zhang for more, and Boss Zhang kept giving them for free...
朱朝阳The Way Out for Traditional Distributors: Among Three, I Excel!
The market has changed significantly in recent years, bringing challenges to traditional distributors. Some overreact to new models like B2B platforms and community e-commerce, while others are slow to respond. The author argues that in China's vast market, distributors remain irreplaceable, and the key to growth lies in company-based operations, building strong teams, and expanding from brand-specific to comprehensive distribution.
王军