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This Beverage Once Fought Over by Distributors, Why Is It Rapidly Declining?
At the 2017 Chengdu Sugar and Wine Fair, glucose rehydration drinks were a hot category, with many brands exhibiting and distributors rushing to secure agency rights, leading to rapid nationwide distribution. A year later, New Distribution investigated the product's performance and found a starkly different reality: poor sell-through, unsold inventory, and a market that has largely rejected the product outside of special channels.
澄韵 袁来From a Traditional Small Wholesaler to the Southwest's Largest Distributor with Annual Sales of 1.6 Billion: What Did He Do?
The article details how Chongqing Lingyu Consumer Goods Supply Chain Co., Ltd. grew from a small traditional wholesaler to the largest FMCG distributor in Southwest China, with annual sales of 1.6 billion yuan, through meticulous management, particularly in warehousing and distribution, and by partnering with Alibaba's Retail Link.
袁来How Can Distributors Efficiently Manage and Serve Their Downstream Customers?
As distributors grow stronger in capital, experience, and talent, their downstream customers (typically secondary wholesalers and retailers) increase, making proper management essential yet challenging. This article highlights common issues and proposes solutions: strengthening internal capabilities, prioritizing 'rationalizing' over 'controlling' relationships, and focusing on service as the key competitive advantage.
侯军伟Efficiency is King: The Key Breakthrough for Distributor Transformation!
The development of the times always replaces traditional models with more efficient ones. In recent years, all enterprises have been seeking new models that are "more economical, faster, more abundant, and better." Let's look at the industry changes related to distributors over the past three years: In 2014, the real economy generally struggled with declining sales; in 2015, the "Internet+" strategy led to the rise of numerous B2B platforms, making 2015 a golden year for B2B; in 2016, "supply-side reform" was proposed, and the related change for distributors was the emergence of unified warehousing and shared distribution; in 2017, the "artificial intelligence" strategy made new retail a hot topic.
徐永刚38 Days to Ignite Weixian Market: Green Ridge's New Marketing Approach
Despite the traditional off-season for plant-based protein drinks in May and June, the Weixian market saw rapid sales growth in just over a month through the introduction of a new marketing system and the quality of Green Ridge products. This case study analyzes how the system drove quick sell-through, achieving 8,630 cases in 38 days.
New Distribution7 Reasons Why Distributors Have No Profit: Are You One of Them?
This article explores seven key reasons why distributors often fail to make a reasonable profit despite working hard all year. It highlights issues such as lack of financial awareness, prioritizing market share over profit, poor management, internal friction, limited marketing skills, lack of a rational product mix, and insufficient service orientation, and suggests ways to address them.
谭长春Distributors Mired in the Mire: How to Save Themselves?
Lao Wang, a distributor for a top-tier daily chemical manufacturer, found himself trapped by escalating sales targets and eroding profits, ultimately quitting. The article analyzes the causes of his losses and offers five self-rescue strategies for distributors, including diversifying brands, controlling inventory, and embracing digital transformation.
DIAO叔Wanchaobang's Chen Siting: Who Will Salvage the Hundred-Billion Waste in a Trillion-Yuan Industry?
The article discusses the plight of FMCG distributors in China, who face immense pressure from manufacturers to maintain growth, leading to financial ruin and even suicide. Wanchaobang, a fourth-party logistics platform, aims to reduce waste in the supply chain through centralized warehousing and distribution, helping distributors save costs and improve efficiency.
王晨Zhao Bo, Editor-in-Chief of New Distribution: Digital Transformation of Channels Is the Mainstream Trend in the FMCG Internet Era
At the event 'Unveiling New Marketing: Restoring Seven-Day Raw Pulp', Zhao Bo, Editor-in-Chief of New Distribution, shared insights on the digital transformation of channels as the mainstream trend in the FMCG internet era. He highlighted the shift from traditional multi-tier agency models to digital marketing, driven by consumer sovereignty, fragmented brands, and the rise of B2B supply chain platforms.
New DistributionBlue Moon, a Marketing-Savvy Brand, Falls from Its Pedestal; Distributors Say 'Good Product but Poor Marketing'
Blue Moon, once the dominant laundry detergent brand in China, has seen its market share decline from 23.4% in 2012 to 20.3% in 2016, while Liby has risen to become the new market leader with a 26% share in 2017. Distributors lament that despite a good product, Blue Moon's marketing has been ineffective, leading to its fall from grace.
戴曼曼A Well-Known Domestic FMCG Distributor with Annual Sales of 2.5 Billion and 15 Branch Companies Says: Without Transformation, There Is No Way Out
Zhongshan Wanrong Marketing Co., Ltd., founded in 1992, has 15 branch companies, achieved sales of 2.5 billion yuan in 2017, covering over 24,000 offline retail outlets, and represents more than 40 brands including P&G, such as Head & Shoulders, Pantene, Rejoice, Vidal Sassoon, Gillette, SK-II, Whisper, Pampers, Safeguard, Olay, Tide, and Ariel. Recently, New Distribution exclusively interviewed Yang Su, Chairman of Zhongshan Wanrong Marketing Co., Ltd., to see what measures this FMCG veteran with nearly 30 years of distribution experience has taken to support Wanrong's growth, and how Wanrong is thinking about the digital transformation of FMCG distribution channels.
袁来Why Distributors Have at Most Five Years of Business Left?
The article argues that traditional distributors face a critical transformation within five years due to the rise of internet-based business models and changing market dynamics. It emphasizes the need for distributors to become 'new distributors' by embracing continuous learning, opportunity capture, professional operations, and innovative organizational forms to survive the digital upgrade of the FMCG industry.
赵波Dog Days Are Here: Three Tips for Boosting Beverage Sales You Haven't Mastered Yet?
Summer is the peak season for beverage sales, making it a prime opportunity for beverage companies, but also a time of intense competition. If distributors simply place products in stores and wait for natural sales, they will struggle to stay ahead. To double sales during this competitive season, distributors should focus on three key points: selecting and nurturing the top 20% of high-performing stores, prioritizing frozen displays, and managing inventory to prevent stockouts.
董雪Why Isn't Your Market Growing? Find Out with These 7 Questions!
Successful experiences are similar, but failures have various reasons. For distributors, why don't sales grow in their region despite the same products and promotions? This article reveals seven key reasons for stagnant regional sales and how to solve them quickly.
New DistributionProfits Are Falling, Costs Are Rising—Distributors Must Remove These Three Mountains to Make Money!
Inventory, fuel costs, and wages are the three boulders weighing down distributors. In a market environment where costs keep rising, distributors must solve these three problems to make money. With market competition intensifying and the FMCG industry entering an era of thin margins, downstream expenses such as delivery, labor, and warehousing are growing faster than GDP, while upstream manufacturers are becoming tougher and downstream supermarkets pile on fees—if this continues, bankruptcy may be imminent.
New DistributionAre You Ready for This Round of Layoffs in the FMCG Industry?
An industry insider recently revealed to New Distribution that a leading Chinese FMCG company is planning a new round of layoffs, cutting half of its workforce, amounting to tens of thousands of employees. This article explores the reasons behind the frequent layoffs in the FMCG industry, the forms they take, and offers advice for FMCG professionals on how to navigate the changes.
赵波 袁来How Can Distributors Make the Most of 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years but remains underdeveloped. For distributors, it means not only treating every employee as a sales touchpoint but also integrating marketing across the entire chain, involving changes in relationships with brands, employees, and consumers.
黄润霖How Can Distributors Join Forces Locally to Weather the Storm?
The distributor business is not dead, but the market environment has changed, requiring distributors to adapt, upgrade, or transform. One strategy is for several local distributors (mainly in third- and fourth-tier cities) to merge into a new company, pooling resources and supporting each other. The benefits are clear: merging warehouses, vehicles, and offices directly reduces costs; merging customers lowers delivery expenses and increases bargaining power at the terminal; the new larger company gains advantages in dealing with upstream manufacturers, hiring, and equipment procurement; and the combined scale allows for engagement with government agencies for policy support. However, issues such as equity calculation, profit division, role definitions, and historical problems must be addressed. Before merging, distributors should conduct foundational work: clearing historical issues, defining organizational structure and job descriptions, establishing basic rules, creating development plans, cleaning up customer data, registering websites and WeChat accounts, and implementing on-site management. These steps help assess compatibility and reduce post-merger conflicts.
潘文富How to Become a New-Style Distributor in the New Era?
Digitalization is an inevitable path for all traditional enterprises, including distributors. It is an iterative process that, when it reaches a certain level, can bring about qualitative changes and unleash powerful efficiency. The current digital environment presents a great opportunity for traditional enterprises to achieve such transformation. This article shares methods for distributors to enhance their digital capabilities through 'calculation' and 'connection', such as turning cost centers into profit centers and adopting AI technology for efficient operations.
徐永刚Does the Old Playbook for FMCG Still Have a Future?
Marketers, planners, and SME owners—the backbone of traditional enterprises—are largely lost and anxious. This article explores whether traditional low-level operational tactics in the FMCG industry still have a future amid new market conditions, and how different roles are coping with the shift.
冯云飞Call for Entries! 2018 China FMCG New Distribution Top 100 - Do You Want to Be on the List? Come and See, the Next Top 100 Could Be You!
In the past two years, Chinese FMCG distributors have faced unprecedented challenges under the influence of internet e-commerce, with almost all distributors experiencing the failure of traditional channel distribution models and declining sales. Traditional channels can no longer meet the distribution requirements of digital channels, and we are facing an unprecedented industry transformation. Traditional distributors are undergoing a baptism of digital transformation and upgrading. Indeed, in this industry change, some forward-thinking distributors who seize the opportunity are attempting transformation and upgrading practices. The FMCG Branch of China Electronic Commerce Association and the industry's leading self-media 'New Distribution'...
New DistributionWhy Do You End Up Bloodied When Cutting Off Dealers?
The article discusses the challenges and strategies for terminating dealer relationships in China's FMCG industry, emphasizing the need for careful handling to avoid conflicts. It offers practical advice, such as delaying decisions and verifying facts, and outlines three principles for dealer termination, including avoiding termination when possible and using gradual methods.
黄润霖What Is the Core Function of a Distributor, Really?
Distributors will not disappear as a group, but those with redundant functions will be optimized. The core function of distributors is promotion, not warehousing or distribution, which can be integrated by B2B platforms. Future distributors should focus on their core function and leverage both offline and online relationships.
刘春雄Distributors | How to Solve the Overstocking Problem in Snack Foods? (With Practical Solutions)
Distributors often complain about the difficulty of selling snack foods, especially in inventory management and terminal operations, which can easily lead to product overstocking, affecting sales and cash flow. This article analyzes the causes of overstocking in snack foods and provides effective countermeasures.
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