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Have You Figured Out How to Run Your 2021 Dealer Conference?
Why do we keep having meetings? Meetings are the most common and troublesome aspect of modern enterprises. Every modern person is trapped in a sea of meetings, attending numerous ones annually, monthly, or even weekly. The only differences are who organizes them and whether you speak. We must reflect on why we meet and why so often. First, for any organization, meetings are undoubtedly necessary. Historical events often tie to important meetings, proving their necessity and significance.
陈思廷Every Distributor Deserves to Re-Engage the Terminal Market
Many distributors dismiss the idea of re-engaging the terminal market, believing that offline sales are declining irreversibly. However, a case study of a Jinluo distributor shows nearly 10x growth by systematically re-conquering stores with dedicated promoters and aggressive in-store tactics. The article argues that offline growth comes from seizing competitors' share, not from category growth, and that distributors must evolve into large-scale operators by focusing on efficiency, multi-category expansion, and terminal dominance.
袁来Cheese Sticks Riding the Wave: Gross Margins Exceed 40%, Price Wars and Homogenization Issues Yet to Be Resolved
The cheese stick sector is booming, with gross margins exceeding 40%, but price wars and product homogenization are pressing issues. Leading company Milkground has seen rapid growth, yet industry experts urge a focus on product differentiation and R&D.
闫淑鑫The Heroine Zhang Jie: A Beer Distributor's Ten-Year Campaign Across the South
Zhang Jie, a former champion race car driver, unexpectedly entered the beer distribution business and spent a decade fighting six major battles across Guizhou and Guangxi for Snow Beer, growing her company Anxin to 160 employees and 20,000 tons in annual sales. Her story highlights the challenges and strategies of distributors in China's FMCG market, including her notable victory in Bozhou where she turned a formidable competitor into a partner.
陈思廷The Price Hike Wave Has Arrived: Seven Suggestions for Distributors
In just two months, a distributor boss surnamed Zhang received five price adjustment notices from brand owners, with unprecedented increases. Zhang is struggling due to rapid upstream price hikes, rising operational costs, and lack of pricing power. This article offers seven practical suggestions for distributors to navigate the crisis, including shifting to partnership models, optimizing team management, prioritizing scale, managing receivables, simplifying performance assessments, optimizing distribution networks, and focusing on sell-through.
高级研究员 海游The New Logic of Manufacturer-Dealer Win-Win: Insights from PepsiCo Foods' 'Ru Hu Tian E' Project
On October 15, the live case sharing of PepsiCo Foods' 'Ru Hu Tian E' dealer digital transformation project concluded successfully, with a record-breaking cumulative online attendance of 33,600. Launched in June 2020, the project aims to empower dealers to undergo digital transformation and upgrade in the new era. This case, co-created with New Distribution and outstanding dealer benchmark Shenzhen Yataixuan Industrial, showcases a 'digital omnichannel dealer' model. As the event concluded, it's evident that concepts like digital transformation, omnichannel operations, and full-channel layout are being increasingly practiced by dealers.
袁来Four Channel Coverage Priorities for Bottled Water Success
A product placed anywhere will find buyers, but not every location qualifies as a distribution channel. The essence of channels is how to reach consumers efficiently, cost-effectively, at scale, and through diverse touchpoints. Manufacturers must assess whether a channel is worth the investment, considering current and future profitability and its impact on other channels. Channel selection should align with product attributes to find the most suitable sales venues.
高级研究员 海游Don't Turn Jinmailang's "Four-in-One" into a "Four-Like-Nothing"
China's vast market means no single company can reach every corner with its own organizational capabilities alone. The shift from employment to partnership models—namely regional contracting—is an inevitable trend for efficient, low-cost channel coverage in FMCG. Many companies are learning from Jinmailang's "Four-in-One" model, but most are half-paralyzed or have completely disappeared. Based on personal experience, this article discusses nine common pitfalls in implementing regional contracting.
高级研究员 海游Lee Kum Kee's Zhang Fujun: In the VUCA Era, Everything Starts from the Consumer
In the VUCA era, the business environment is volatile, uncertain, complex, and ambiguous. Lee Kum Kee's response is to start from the consumer, following where they go and adapting to their changing needs, such as health and convenience, to seize growth opportunities.
张福钧MissBerry Founder Tang Huimin: The Rise of Low-Alcohol Drinks
MissBerry founder Tang Huimin shares insights on the low-alcohol drinks market, emphasizing its potential and the importance of targeting female consumers. She discusses the brand's growth, product innovation, and marketing strategies that have made MissBerry a leading brand in China's low-alcohol beverage sector.
唐慧敏Distributor Boss: The Foundation of Intensive Channel Cultivation Must Be Built on the Input-Output Ratio
When it comes to intensive channel cultivation, every distributor knows it runs through their business, whether driven by their own needs or manufacturer requirements. However, few distributors seriously consider how to implement it to maximize sales and profit output. A county-level distributor in a county with a population of 1.3 million used 19 vehicles and 20 salespeople to serve 1,000 traditional small stores and 3 KA supermarkets, achieving annual sales of 50 million yuan, but complained about low profits at year-end, highlighting the need to base channel cultivation on the input-output ratio.
李锋Distributor Review | How M&G Stationery Grew to an 80 Billion Yuan Market Value, Outpacing Moutai?
This article, based on the account of a senior distributor, examines the rise of M&G Stationery. Since its listing in 2015, M&G's stock has surged over 844%, reaching a market value of 80 billion yuan. In 2019 alone, it sold 2.3 billion pens, averaging 13 pens per student among 180 million students, supported by nearly 85,000 retail outlets.
洪志西Tianjin Autumn Sugar Fair: Choose Trendy Snacks & Convenience Foods, Win iPhone 13 at Westin on Wudadao!
The 2021 National Autumn Sugar and Wine Fair will be held in Tianjin from October 19-21, with the hotel exhibition from October 14-18. As a key platform for distributors to select products, merchants from all over the country flock to it every year. But with many hotels, categories, manufacturers, and products, how can you efficiently navigate the fair, select trending and profitable products, and have a relaxed and new experience? Our view is to focus on hot categories, lock in popular hotels, and consider interactive activities during the fair, ensuring distributors have a sense of participation and honor.
New DistributionTao Shiquan of Jiangxiaobai: Ten Years of Seeking Truth, Creating What Does Not Exist
The essence of innovation is to create what does not exist on the basis of seeking truth and being pragmatic. After ten years of running Jiangxiaobai, Tao Shiquan shares his deep reflections on the challenges of growth, the importance of real user marketing, and the need to create genuine value through long-term thinking.
陶石泉Bottled Water Is a Good Business, but the Pitfalls Outnumber the Paths
Bottled water is a good business, but the pitfalls outnumber the paths. This is the most common advice I give to every startup looking to enter the bottled water industry. In September, two companies interested in bottled water consulted with me extensively, and I'd like to share some insights.
高级研究员 海游Is the Foodservice Channel a New Wealth Opportunity for Distributors?
Recently, the author interviewed a beverage distributor and discovered a unique regional business case: a private-label new product generated over one million yuan in sales within a week of launch, with a gross margin as high as 50%. The author consulted the distributor and gathered insights from other distributors and brand marketers, offering a perspective for distributors seeking business opportunities. It should be noted that this case may reflect maximum results under specific regional conditions and does not represent the national market.
澄韵The Elimination of Some Distributors Is Inevitable!
The article argues that while many distributors feel their business is getting harder, this is not universally true. It uses examples from the book 'Factfulness' to illustrate negative thinking bias, and then analyzes the reasons for difficulty, emphasizing the need for distributors to focus on 'selling out' and 'efficiency' to thrive.
袁来Falling Behind? Time to Change Your Circle!
As technology advances, traditional FMCG distribution is undergoing dramatic changes, with new channels and business models emerging. Distributors must decide whether to chase trends or focus on fundamentals, but many are realizing they are being left behind. The article urges traditional players to break out of their old circles and embrace new ones to stay competitive.
新经销刘少德Distributors Bind Customers' Core Interests, Still Worried About Finding Growth?
When salespeople visit customers to take orders, the customer's primary concern is whether selling your product will make money. Starting from this core point, salespeople should tell a profit story, bind customers' core demands, increase sales, and secure more orders. This article summarizes three aspects to help distributors achieve growth through effective communication.
李峰In-depth Analysis of Distributor Inventory Visualization Management
In recent years, during marketing digital transformation projects for brand owners, we have increasingly heard management teams from various brands express a common need: distributor inventory visualization. Why are more and more brand owners focusing on this? In the current economic environment, although the share of online channels is growing, offline channels remain the most important sales channel. For most companies, the offline channel is largely the distributor channel, where distributors act as financial and logistics platforms...
New DistributionHow Much Longer Can the Distributor Business Last, and Can It Still Make Money?
A grain and oil distributor expressed concerns about the declining business and questioned the future viability of the distribution trade. The article analyzes market changes through semi-annual reports of listed companies, highlighting the growth of major players through premiumization, omnichannel, and digitalization, while smaller players suffer from community group buying and declining supermarket traffic. It concludes that distributors must focus on internal regional market share by refining offline operations and expanding categories, and that those who become top players in their local categories can still profit sustainably.
袁来Omnichannel Distribution: A Core Skill Every Enterprise and City Manager Must Master
This article discusses the evolution of distribution channels in the FMCG industry, emphasizing the shift from traditional single-channel models to fragmented, omnichannel environments. It argues that omnichannel distribution—covering all consumer touchpoints both online and offline—is now a core skill for enterprises and city managers, requiring strategic channel selection based on consumer behavior and category characteristics.
赵波Big FMCG Doesn't Believe in Private Traffic! How to Reconstruct Distributor Relationships in the Omnichannel Era?
This article discusses why private traffic (private domain traffic) is not suitable for the fast-moving consumer goods (FMCG) industry, which relies heavily on traditional distribution channels. It argues that FMCG companies should focus on omnichannel digital transformation and reconstruct their relationships with distributors to thrive in the digital age.
梅BOSSZhong Shanshan vs Tang Binsen: A Sugar-Free World
As Genki Forest and Nongfu Spring invade each other's core territories, competition between Tang Binsen and Zhong Shanshan escalates. In April, Nongfu Spring launched a sparkling water product, closely imitating Genki Forest's style and marketing. In July, Genki Forest began selling mineral water on Tmall, becoming a 'nature's搬运工' like Nongfu Spring.
赵晋杰 蒋晓婷