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Don't Doubt It: European Giant EDEKA Is What Chinese Distributors Will Look Like in Ten Years
The traditional business logic of distributors is collapsing. In the past two decades, Chinese FMCG distributors have almost all followed the same growth logic: take goods, distribute goods, and push inventory. As long as you have brands, channels, and relationships, you can scale up. This logic was correct in the 'era of growth.' At that time, channels were scarce, shelves were empty, and consumers were hungry. Whoever could deliver goods to the end terminal was the hero. But today, everything is reversing. The market has entered a zero-sum game, with saturated channels, homogeneous products, and shrinking profits. Most importantly...
陈思廷Half the Difficulty in Business Is Caused by Office Staff
At a meeting, functional departments discussed how to push work forward, proposing stricter assessments for salespeople. Companies are imposing more and heavier assessments on frontline sales, making it harder for them to earn money even when they meet targets. Salespeople are increasingly burdened with endless forms, complex evaluations, meetings, and rules, leading to the sentiment that salespeople suffer under office staff.
金名Wide Categories, Narrow SKUs: The Weapon of Self-Harm in Inefficient Retail
In today's retail industry, every move by ALDI is a focus of attention, especially its 1,000-square-meter store with 1,500 SKUs achieving daily sales of 1 million yuan, creating an industry myth. After successive new stores hit record highs, curious visitors revealed its extreme cost-performance products, silencing all doubts. The minimalist product assortment became a hot topic, and the concept of wide categories with narrow SKUs became the hottest professional term in 2025.
零售荆言Zhao Bo of New Distribution: Why Is the More Useless, the More Valuable?
Usefulness is a way of thinking. I've noticed that people born in the 1980s and earlier tend to evaluate products by their practical utility, a mindset rooted in growing up in material scarcity. However, today's younger consumers, who have never experienced such scarcity, are willing to pay a premium for 'useless' items that provide emotional or symbolic value. This shift from functional to meaningful value marks the beginning of a new era in consumption.
赵波Shan Hai Xian Hits the Market: Using Natural Umami to Open a Second Growth Curve for Condiment Distributors
Condiment distributors are facing a growth dilemma: from 'goods not moving' to 'category dead ends.' In the long boom cycle of China's condiment industry, distributors were once the luckiest group, riding the wave of MSG, chicken essence, soy sauce, and compound seasonings. But today, the industry has entered a stage of stock competition, and distributors face the triple dilemma of 'too much inventory, too thin profits, and indifferent consumers.' Especially in the umami-enhancing track, products like MSG, chicken essence, and yeast extract can no longer meet consumers' rising expectations. Distributors are trapped in a structural dilemma: 'It's not that we can't sell, but that there's nothing worth selling.' The launch of Shan Hai Xian (Mountain and Sea Fresh) appears at this moment, offering a new direction that can continue channel experience and regain profit thickness.
陈文石National Benchmark Distributor In-depth Study Tour - Station 10: Zibo Haochunte Trading, a Complete Success!
On October 24, the 'National Benchmark Distributor In-depth Study Tour - Station 10: Zibo Haochunte Trading, Shandong' concluded successfully. Distributor owners from across the country, through a full day of in-depth theoretical sharing, on-site inspections, and face-to-face exchanges, comprehensively analyzed how Haochunte Trading successfully transformed from a single beer agency to a 'trading + full-category B2b platform', achieving break-even within two years with low investment. They discussed Haochunte's business model, development path, and current business strategies. More than 120 distributor owners from across the country...
New DistributionLay's Innovates 'Open Bag, Win Prize' with Star Meet-and-Greet Grand Prize, Igniting Year-End Sales
New Distribution has learned that Lay's recently launched a new 'Open Bag, Win Prize' campaign—'Eat Lay's, Win Cash, Weekly Draws to Meet Stars.' Unlike previous campaigns, this year Lay's integrates the 'star meet-and-greet' experience into the activity, replacing a single reward model with a dual-track grand prize of 'cash red packets + star meet-and-greet,' giving consumers the chance to have a unique face-to-face experience with celebrity figures. With the unique combination of millions of cash red packets and star meet-and-greet grand prizes, Lay's has created a distinctive, brand-differentiated campaign that stands out from numerous promotions...
冯瑶Post-90s Distributor Doubles Business in 2 Years by Supplying Lightning Warehouses
As instant retail booms, many distributors are asking how to get involved. Hu Rui, a post-90s distributor in Nanjing, transitioned from a traditional beverage distributor to a full-category supplier for lightning warehouses, doubling his business scale in less than two years. His approach focuses on meeting fulfillment, assortment, and operational service needs, building a sustainable supply chain model.
周群Resigning for 41 Days, Zong Fuli Restarts Wahaha
In just over forty days, Zong Fuli appears to have made a comeback. Although she has not explicitly returned to the core management of Wahaha Group, she has sent a key signal to distributors through her controlled Hongsheng system: the "Wahaha" brand will continue to be used in 2026. According to Yicai, a Shandong Wahaha distributor confirmed receiving a notice from Hongsheng sales staff, requiring distributors to pay deposits to continue selling "Wahaha" brand products in 2026. This reversal comes just over a month after she resigned as group chairman and legal representative due to a trademark dispute, and after Hongsheng's high-profile announcement to promote "Wa Xiaozong".
New DistributionFirst-hand Reports, Precise Connections, Omnichannel Opportunities: Unlock One-stop FMCG Growth with the 'New Distribution+' Mini Program
After nine years of deep cultivation, 'New Distribution' is about to enter its tenth year. We have accumulated over 3,000 original articles and 500,000+ industry readers, hosted 100+ live streams, and organized industry conferences. To address feedback that content is hard to find and use, we launched the 'New Distribution+' mini program, which integrates supply-demand matching, systematic knowledge access, and exclusive resources for FMCG professionals.
New DistributionWhy Are Distributors Abandoning Huanlejia?
Huanlejia, a Chinese FMCG brand known for fruit cans and coconut juice, is facing declining sales and a shrinking distributor network. Distributors complain about policy complexity, frequent personnel changes, and difficult expense reimbursement, while the company struggles with intense competition and changing consumer preferences.
付艳翠Beneath the Surface, Above the Essence
At the 2025 Polaris Club Autumn Forum, Zhoupu Data's founder and CEO Max delivered a keynote speech titled "Beneath the Surface, Above the Essence," urging distributors to move beyond anxiety and blind action by returning to industry fundamentals and first principles. He emphasized that in a fragmented market, intermediaries remain essential, and that digitalization and customer-centricity are key to evolution and survival.
舟谱数据A Traditional Beer Distributor Ventures into B2b and Opens 7 Flash Warehouses
Recent surveys by New Distribution from 2023 to 2025 reveal that profit decline has become widespread among distributors, though revenue decline is narrowing. A case in point is Haochunte Trading in Zibo, which stabilized its traditional trade, launched a B2b platform, and entered instant retail with seven self-operated stores.
周群Distributors Are Struggling—How Should This Year's Manufacturer-Distributor Annual Meeting Be Held?
As the annual distributor conference season approaches, manufacturers face the challenge of organizing meetings that address distributors' declining profits and shifting retail dynamics. This article suggests shifting from traditional sales-oriented meetings to 'awareness and information' sessions that help distributors understand external changes and internal management improvements, fostering confidence through shared understanding rather than mere slogans.
袁来When the Industry Struggles with 'Slow Sales', Why Can Xiangpiaopiao Create a 'Phenomenal Hit Product'?
Amid widespread industry anxiety over new products failing quickly, Xiangpiaopiao's launch of its original-leaf tea series, endorsed by Olympic champion Sun Yingsha, has become a phenomenal success. Through strategic value alignment, visible product upgrades, and heavy supply chain investment, the brand offers distributors a rare sense of certainty and a clear roadmap for long-term growth.
张雨薇2000+ New Beverage Products Unveiled, 10,000+ Professional Visitors Gather: 2025 Pin Yin Hui Autumn Innovative Beverage Exhibition Grandly Opens in Nanjing!
As beverage industry professionals grapple with the anxiety of 'difficult product selection and even harder sell-through,' and the stark contrast between stagnant warehouse inventory and viral channel hits on social media, the market urgently seeks a breakthrough. On October 11, that breakthrough emerged at the Nanjing Han Lu Lou Hotel with the grand opening of the 2025 Pin Yin Hui Autumn Innovative Beverage Theme Exhibition, injecting strong momentum into the sluggish market through its vibrant on-site atmosphere, deep trend insights, and precise, efficient business matchmaking.
品饮汇媒体中心Manufacturers Have Started Cutting Clients—Where Do Traditional Distributors Go From Here?
Recently, news that a company cut distributors with annual sales below 3 million yuan sent shockwaves through the FMCG industry. While some understand and others worry, distributors mostly complain. In the current stock competition, not just XXHa but almost all major FMCG manufacturers are proactively seeking change. Through communication with multiple manufacturer personnel, the author learned about changes in manufacturer distributor strategies.
金名Zong Fuli Resigns from Wahaha Again: Departure Is an Inevitable Choice
More than a year later, Zong Fuli has again resigned from her positions as chairman and other roles at Wahaha Group. On the evening of October 10, multiple media outlets reported that Zong Fuli had submitted her resignation as legal representative, director, and chairman of Wahaha Group Co., Ltd. on September 12, a decision confirmed through the group's shareholders' meeting and board procedures, with Wahaha also confirming the news to the media. Zong Qinghou may have believed that as long as his daughter was in charge, the family business would continue. But he overlooked that a succession without institutional safeguards is destined to be precarious. And Zong Fuli's own choices have accelerated this process.
New DistributionPremium Milk Prices Slashed!
Amid a deep industry adjustment, China's liquid milk market has seen a new wave of price cuts. In early August, Mengniu officially adjusted the price of its premium product, Deluxe Desert Organic Milk, from 118 yuan to 99 yuan per box, a 16% drop. Earlier in May, Telunsu had already cut dealer prices by over 5 yuan per box to boost dealer enthusiasm.
王莹10 Business Insights from Meeting 150 Distributors
Since 2023, I have annually summarized key insights into distributor businesses. This year, after engaging with 150 distributors through conferences and workshops, I present the 10 most critical observations, including the consensus that business has become harder, the opportunities and challenges of instant retail, and the shift towards more professional, company-like operations.
袁来Distributors' Business Strategies Must Change!
The FMCG industry is becoming increasingly difficult, with declining sales, rising near-expiry products, longer payment cycles, and chaotic market prices. Traditional distributors are facing shrinking markets and fierce competition. To survive, they must focus on their unique advantages, avoid common mistakes like blind expansion and head-on competition with strong rivals, and instead find weak points in competitors, leverage transferable core capabilities, focus on advantageous areas with refined operations, and appropriately contract their business lines.
金铭The Rise of Premium Ready-to-Drink Chinese Tea
Master Kong's limited Oriental Beauty tea showed how rare regional varieties, technical flavor translation, cultural storytelling, and a core evergreen portfolio can create a premium tier in unsweetened ready-to-drink tea.
New DistributionZong Fuli's Second 'Self-Harming Strike'
Starting to endure and plan at 14, and formally counterattacking at 40, Zong Fuli staged a real-life short drama of 'the eldest princess returns for revenge.' This drama includes elements such as succession obstruction, inheritance disputes, and equity conflicts. However, reality is not a short drama, and Zong Fuli is not a protagonist with superpowers; all she can do is enter the game herself and engage in close combat.
最话团队From 'Spills on Opening' to the Code of Premium Quality: Kunlun Mountain Mineral Water Ignites a Nationwide Experiment Craze
UGC is the gold standard for testing product sell-through, and consumers are the best spokespersons. This view, shared by marketing expert Fang Gang at the 7th China FMCG Conference hosted by New Distribution, resonated with the audience. Kunlun Mountain Mineral Water's recent innovative marketing campaign is a vivid example. Facing consumer complaints like 'It spills every time I open it!' and 'Why is Kunlun Mountain Mineral Water so full?', the brand did not shy away but instead launched a challenge and scientific experiments, turning a small issue into a symbol of premium quality and driving both brand awareness and sales.
何雯