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Why Is It Getting Harder to Sell Goods?
Entering the food industry, I have a strong feeling, which I've shared with many peers: why is selling goods getting harder? This question is raised not only by traditional distributors and offline brand friends, but also by those mainly doing e-commerce online. I propose that the food industry, unlike the internet or other high-tech enterprises, is essentially a zero-sum game. In a zero-sum game, if you earn more, others must earn less.
李倩First-Hand Account: A Three-Step New Product Distribution Showcase, Traditional Distributor Defeats Competitors to Win New Product Agency!
Lao Chen, a veteran distributor in Nanchang, Jiangxi, specializing in beverages for over a decade, learns that Company C is launching a new energy drink and that its current traditional channel distributor is failing. Seeing an opportunity, he secures a trial distribution chance and executes a three-phase strategy: a tasting event to generate buzz, a focused distribution push to create a model market, and a market tour to drive orders, ultimately achieving over 85% distribution and winning the full agency contract.
New DistributionHuidanxia President Liu Miao: Upholding the 'Four No's and One Adherence' to Assist Distributors in Transformation and Upgrading
Liu Miao, President of Huidanxia, shared the company's core philosophy of 'Four No's and One Adherence' at the FDIC 2018 China FMCG Digital Innovation Conference, emphasizing that distributors are invaluable and not easily replaced. He detailed how Huidanxia, as a service platform, empowers distributors through distribution, marketing, and management capabilities to help them transform into leading regional supply chain service providers.
刘淼Focusing on the Breakfast Market in the Catering Channel, Jiajia Noodle Fresh Soy Sauce Upgrades Again to Create Ultimate Word-of-Mouth!
For most southerners, a new day begins with a bowl of hot and chewy noodles. In 2010, a soy sauce named 'Noodle Fresh' was launched, giving noodles their own exclusive soy sauce and making breakfast more delicious. Eight years later, 'Noodle Fresh' has been fully upgraded, aiming to enter the breakfast market through the 'Double Hundred Project' and drive a new wave of sales.
New DistributionMizone Nanyang Distributor Vanishes with Millions in Prepayments! Where Is Integrity?
Why are more and more manufacturers and distributors absconding? They could simply do business properly, so why choose illegal, fraudulent paths? Cases of distributors absconding are increasing yearly. On one hand, we remind distributor friends to be vigilant; on the other, we analyze the core reasons behind this phenomenon: The Mizone distributor in Nanyang absconded. In recent years, we've seen many cases, but few as 'extreme' as this one. Numerous details indicate that the Nanyang Mizone distributor's absconding was a planned, strategic 'runaway'—more precisely, a 'textbook-style default.' The distributor didn't actually flee; she continued living at home but transferred all her assets, leaving customers who had paid her with no chance to seize the warehouse.
New DistributionLiu Zhao, Founder of Field 365: Power Comes from the Barrel of a Gun; the Market Must Be in Your Own Hands!
This article is a transcript of Liu Zhao's presentation on "New Trends in Consumer Goods Supply Chain" at the FDIC 2018 China FMCG Digital Innovation Conference. From an internet industry perspective, Liu Zhao interprets new changes in the FMCG industry, emphasizing that brand owners must control their own supply chains and markets.
刘昭Seven Years After 'Marrying Down' to Master Kong: Pepsi No Longer 'Cola', Old Employees 'Displaced'
After selling its China beverage business to Master Kong, PepsiCo enjoys a 'carefree life' of earning money per syrup pack sold. However, former Pepsi employees, forced to leave under Master Kong's arrangements, face a 'displaced' career. 'A drop in the historical torrent'—Xiao Pan and A Wen represent just a microcosm; many versions exist, but most chose to leave. 'Pepsi is a home you can't return to; years pass, yet always in our hearts.'
快消记者 李珂Distributor with Annual Sales of 2.5 Billion | Zhongshan Wanrong Xu Zhaohui: The Transformation Path of Distributors!
At the FDIC 2018 China FMCG Digital Innovation Conference, Xu Zhaohui, General Manager of Zhongshan Wanrong Marketing Co., Ltd., shared insights on distributor transformation. He emphasized that distributors must shift from a resource-for-market model to value recreation by enhancing marketing efficiency through multi-channel consumer engagement, while optimizing supply efficiency to industry average levels.
许朝晖Zheng Hongyan: JD New Channel Does Not Fight Price Wars, Must Fight Value Wars!
The FDIC 2018 China FMCG Digital Innovation Conference, hosted by New Distribution and co-organized by the FMCG Branch of China Electronic Commerce Association, was grandly held from August 22 to 24 at the Shanghai Baohua Marriott Hotel Conference Center. The event attracted thousands of industry professionals including distributors, manufacturers, and internet companies from across the country, with a full house and unprecedented scale. On August 24 at 9:00 AM, the second day's main forum officially began, with Zheng Hongyan, Vice President of JD Group and President of JD New Channel Business Unit, delivering a keynote speech.
New DistributionZhao Bo: Two Levers for Innovation in the FMCG Industry in the Digital Era!
The FDIC2018 China FMCG Digital Innovation Conference, hosted by New Distribution and co-organized by the FMCG Branch of the China Electronic Commerce Association, was held grandly from August 22 to 24 at the Shanghai Baohua Marriott Hotel Conference Center. The event attracted thousands of industry professionals, including distributors, manufacturers, and internet companies from across the country, filling the venue to capacity. On August 23 at 9:00 AM, the main forum commenced, and the following is the speech delivered by Mr. Zhao Bo, founder of New Distribution, which has been compiled for readers.
赵波Industry Leaders Gather: A Regional Distributor Development Alliance Event Just Beginning!
The FDIC2018 China FMCG Digital Innovation Conference, hosted by New Distribution and co-organized by the China E-Commerce Association FMCG Industry Branch, was held grandly at the Shanghai Baohua Marriott Hotel Conference Center from August 22 to 24. It attracted over a thousand distributors, manufacturers, and internet companies from across the country, with a full house and unprecedented scale. On the afternoon of August 22, four parallel forums were held: the New Distributor Forum, the Deconstructing New Marketing Forum, the Brand Innovation Growth Forum, and the Interpreting Regional Dominance Forum. The following content is an excerpt from the 'Interpreting Regional Dominance Forum' hosted by Zhongke Shangruan and New Distribution.
New DistributionGrafting: The Fast Track for Distributor Upgrades
This article discusses how distributors can win in the fast-moving consumer goods (FMCG) industry by upgrading through 'grafting' mature operational and technical systems, using the example of RT-Mart's transformation into 'Super RT-Mart' with Hema's ERP system. It highlights the emergence of 380+ billion-yuan-level FMCG distributors in China and the competitive landscape.
架构师- 周可夫The Most Important Conference: Countdown 1 Day!
A distributor shares his anxiety about the increasingly difficult business environment, prompting a deep dive into distributor transformation. New Distribution is hosting a major FMCG summit from August 22-24, featuring successful transformation cases, B2B platform leaders, and brand executives to explore future trends and strategies.
FDIC2018Route Planning and Standardized Terminal Maintenance: Do Distributors Master These?
This article discusses the importance of terminal management for distributors, outlining a systematic approach involving a terminal network map, sales visit routes, three key records, and seven standardized practices. It also highlights common misconceptions that hinder effective terminal operations.
李晓东How a Distributor Turned City Distribution Convinced a 'Big Distributor' with Annual Sales of 200 Million to Join Her Warehouse?
A distributor who transitioned to unified warehousing and distribution shares her experience in recruiting other distributors to join her platform. Despite the challenge of convincing larger distributors, she successfully persuaded major local distributors of brands like Yili, Arawana, and Red Bull to join within six months of founding her company.
袁来Distributors, Don't Panic!
A distributor shares his anxiety about the increasingly difficult business environment, prompting a discussion on the urgent need for transformation. The article announces an upcoming FMCG summit organized by New Distribution, featuring successful transformation cases and insights from industry leaders.
FDIC2018Distributors' Dilemma: How Should We Recruit?
A 2018 article criticizing companies that avoid hiring fresh graduates sparked debate. For small organizations like distributors, balancing training costs and efficiency is key. This piece explores practical, grassroots methods for training frontline staff and mid-to-senior managers, including competitor-led training and a four-day product knowledge bootcamp.
黄润霖No First-Tier Brands, No Logistics Fees—How Did He Achieve Annual Sales Over 100 Million and Profits Over 10 Million?
In the FMCG distribution sector, dealers have generally gone through three generations: 1.0 era, before reform and opening up, dominated by department stores and supply and marketing cooperatives, mostly 'official merchants'. 2.0 era, after reform and opening up, some left the state-owned system and formed wholesale markets, known as 'sitting merchants'. 3.0 era, as competition intensified, some 'sitting merchants' began to go out, doing delivery, business visits, and terminal execution, known as 'traveling merchants'. However, Li Xintao believes that today's 'traveling merchants' are essentially still doing what 'sitting merchants' do, just delivering goods to stores instead of waiting for orders. He argues that a true 'traveling merchant' is one who has the ability to promote new products and operate the market. As a dealer focusing on non-first-tier brands, he outsourced warehousing and distribution to focus on sales promotion, and also invested in over 120 vending machines in Zhengzhou, all profitable.
袁来A Grand Event in the FMCG Sector: Countdown to Day 5!
The FDIC 2018 China FMCG Innovation Conference, organized by New Distribution and guided by the FMCG Branch of China E-Commerce Association, will gather leading FMCG brands like Coca-Cola, Mengniu, Uni-President, Bright Dairy, Tsingtao Beer, P&G, Nestlé, Unilever, Lai Yifen, and RIO, along with thousands of distributors, to explore digital transformation and growth strategies. The conference features expert sessions on digital marketing, channel innovation, and supply chain efficiency, offering practical insights for brand owners and distributors.
FDIC2018Can Dongpeng Special Drink, After Price Slashing, Make Big Waves?
Dongpeng Special Drink's canned product has been on the market for a year and a half, with its retail price reduced from 5 yuan to 3.5 yuan. Recently, a beverage distributor tipped off Information Times that the canned Dongpeng Special Drink, originally priced at 5-6 yuan, has been reduced to 3.5 yuan. The company confirmed the news, stating it is a proactive response to competition. Industry insiders note that the domestic functional beverage market is becoming increasingly crowded with new entrants and copycat products, while Red Bull, priced around 5 yuan, still holds a dominant position, making it difficult for competitors to challenge. Dongpeng's price cut is seen as a wise move.
刘芳Dealer Mid-Autumn Festival Channel Stocking: How to Break This Trap?
During the Mid-Autumn Festival period (July, August, September), manufacturers encourage dealers to stock up through various policy incentives, and dealers then push products to channel distributors through tiered distribution policies or ordering meetings. However, actual sales have been declining year by year, and dealers face problems such as slow sell-through and difficulty collecting payments. This article analyzes the reasons and proposes solutions including reasonable sales forecasting, deep terminal maintenance, and selective stocking.
刘鹏Exclusive | Following Mengniu and Wahaha, Dali Group Officially Enters WeChat Business, Aiming to Seize the Short-Shelf-Life Snack Market!
New Distribution has exclusively learned that Dali Group's WeChat business project, the new brand 'Frota', has entered platform internal testing. The first phase of testing began on August 13, 2018, and the first product, 'Fuxiaoxian Cake', is set to launch online on August 18. This move follows other major FMCG brands like Mengniu and Wahaha into social e-commerce, as Dali aims to capture the growing short-shelf-life snack market.
袁来Coca-Cola, Uni-President, Mengniu, Bright, Tsingtao Beer and Other Brands, and Local Distributors with Sales Over 100 Million Will Gather in Shanghai for This Big Event!
A grand event in the FMCG sector is counting down! In addition to Coca-Cola, Mengniu, Uni-President, Bright, and Tsingtao Beer, many leading FMCG brands such as P&G, Nestlé, Unilever, Lai Yifen, and RIO will gather in Shanghai with their executives, department directors, and regional managers for the FDIC 2018 China FMCG Digital Innovation Conference, hosted by New Distribution and guided by the FMCG Branch of the China Electronic Commerce Association. The conference will feature sessions for distributors and brands, covering topics like digital distribution, efficient operations, new marketing, and channel innovation.
FDIC2018It's Not That Distributors Won't Cooperate—Some Manufacturers Have Too Many Problems!
Manufacturer sales staff often complain that distributors won't cooperate, but they should first analyze why. The root cause is often that the manufacturer has shortcomings, such as delayed payments, poor product quality handling, or lack of market support, leading to distributors not making money. To improve cooperation, manufacturers must help distributors profit, build a strong sales team, and implement effective market strategies.
New Distribution