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6000 Mom-and-Pop Stores Franchised: Both Retailer and Distributor, the Practice of Chicheng Supply Chain
Chicheng, a low-profile company, operates 6,243 franchised convenience stores under the brands Zuolin Youshe and Shenghuo Yizhan, ranking 7th in CCFA's 2024 Top 100. It acts as both a retailer and a distributor, supplying over 400 brands and 9,000 SKUs to its stores, with annual sales exceeding 1.2 billion yuan. The company's success hinges on a 'market lowest comprehensive price' strategy and a growth flywheel that attracts more franchisees.
袁来Without a Well-Organized 'One Inventory', Distributors Won't Profit No Matter How Big They Get
This article discusses the concept of 'one inventory' (一盘货) as the essence of a distributor's business, arguing that success depends on organizing this inventory efficiently rather than on labels like 'brand distributor' or 'B2b platform'. It explains how to restructure procurement and sales systems around this concept to solve the contradiction between scale expansion and profit margin decline.
云川Cutting Off Distributors Below 3 Million: Is Wahaha Wrong? The Life-and-Death Game of FMCG Under the Efficiency Revolution
This is not an isolated case but a sweeping industry-wide circulation integration. Recently, Wahaha's move to cut distributors with annual sales below 3 million yuan has become a hot topic. The public focuses on emotional details, but the key issue is that channel consolidation is an inevitable trend in China's FMCG distribution, driven by the shift from scarcity to surplus and the efficiency revolution at the retail end.
陈文石Distributors: The Current Market Is Not About Earning More or Less, but About Losing Money If You're Not Careful!
Recently, the author visited over a dozen distributors and heard about their operations and market challenges. One distributor's remark stood out: "The current market is no longer about earning more or less, but about losing money if you're not careful!" Distributors have become a high-risk business, burdened by heavy assets, upstream constraints, and downstream restrictions. Now, with naked procurement and direct supply advocating 'de-intermediation,' they risk elimination at any moment.
张雨薇“Incomprehensible” Businesses Are Being Reshaped by Post-90s Distributors
A 70s-born distributor admitted, “I can’t understand today’s business,” reflecting a generational shift. Post-90s and even post-95s distributors are using data-driven decisions, proactive channel expansion, and innovative team management to reshape the traditional FMCG distribution industry.
张雨薇The Retail Logic Has Really Changed! One Operator Achieves Monthly Sales of 10 Million, How Do Distributors Find New Growth?
In recent years, the retail sector has undergone dramatic changes, but for many distributors, this 'retail revolution' has made business harder. However, some distributors have found new growth by shifting their focus to understanding specific consumer groups and leveraging platforms like Dewu, where they achieve high sales with low costs and high efficiency.
AmyDistributors Have Lost Their Sense of Security
Distributors are feeling increasingly insecure as market growth stagnates while manufacturers continue to raise sales targets, terminal stores show little loyalty, and talent becomes hard to attract and retain. The industry faces intense competition, fragmented channels, and shrinking offline share, forcing distributors to adapt or risk being eliminated.
周群Zhao Bo of New Distribution: Moving Beyond the Wholesale Era, Reconstructing China's Commercial Circulation Industry
Starting from the 'Engel coefficient turning point,' this article examines the transformation of consumer society and its impact on retail and wholesale industries. It analyzes how developed markets have responded to retail restructuring and outlines four paths for China's wholesale sector to evolve from a relationship-based to a system-driven model.
赵波Distributors Need to Rethink Their Channels
Emerging channels such as convenience chains, snack systems, and online platforms are significantly cheaper than traditional supermarkets, eroding sales for traditional distributors. Most distributors complain and worry but take no action. To thrive, they must correctly understand new trends, embrace new opportunities, and focus on key links in the sales chain.
金铭Why Are Distributors 'Losing More the More They Do'?
A recent field survey reveals that many distributors are anxious and tend to seek external solutions, but the key to success lies in 'seeking inward'—consolidating existing business before expanding. Through contrasting stories of two distributors, this article outlines five directions for internal optimization: organization, business processes, warehousing, product mix, and channel focus.
张雨薇New Distribution Zhao Bo: The Era of Selling Shelf Space Is Over, Distributors Must Reclaim 'Product Selection Power'
Distributors are caught in a dilemma: hot-selling products yield thin profits, while high-margin new products struggle to move off the shelves. This article analyzes the root causes—role misalignment, information gaps, market involution, and capital occupation—and outlines five future supply chain models and three strategic paths for distributors to regain product selection power and thrive in the new retail landscape.
赵波"Megabrands × Mega Platforms": In Times of Change, Budweiser China and Distributors Build a Resilient Growth Path
In the first half of 2025, New Distribution visited over a hundred distributors and observed that the distributor community is generally in a state of confusion. In the past, distributors built moats for local distribution networks through deep cultivation of regional markets. But today, channel fragmentation, declining offline store traffic, and low-price competition have brought increasing uncertainty to distributors' businesses. This trend is especially evident in the alcoholic beverage market, where market stratification and demographic segmentation are widening demand differences. In this context, Budweiser China's "Megabrands × Mega Platforms" strategy, which leverages brand power and platform resources to empower distributors, offers a systematic response and a sustainable growth path.
AsherThe Distributor Business That Can't Be Transferred
A second-generation distributor says, "For a business with 60 million in sales, I'd hand it over for 2 million." Many distributors find that despite apparent profits, most money is tied up in warehouse stock. They want to exit but can't find buyers, and lack motivation to continue. This article explores why the distributor business has become so challenging.
何雯Proven Hit: Lay's Honey Butter Flavored Fries Launch Nationwide, Distributors Get Ready to Take Orders!
There are many new snacks, but few truly win over young consumers and let channels reap the rewards. Lay's latest new product—Lay's Honey Butter Flavored Fries—has successfully captured young consumers. With a delicious product, attractive giveaways, and fun interactions, it quickly ignited the market through channel placement and content marketing. Before the nationwide launch, it already showed 'blockbuster' potential: consumers actively buy and share, sales move fast, and stores reorder enthusiastically. Lay's Honey Butter Flavored Fries will launch nationwide on August 1st. Next, it's the critical moment for channel partners to drive sell-through.
AmyThe Historical Mission of Distributors Has Changed!
Distributors' businesses are increasingly difficult. Some distributors say, "Goods are placed at terminals but don't sell; after more than a decade, I don't know whether to persist." Even top regional distributors report rising sales but sharply declining profits. From B2b to various e-commerce, from community group buying to hard discount, distributors are the most affected in every industry change. Voices like "de-distributorization, no middlemen to earn the difference" and "90% of distributors will die in the future" are everywhere. But is it really so?
任文青Andy"Hold on for two more years; if it really doesn't make money, I'll close the shop."
A small supermarket owner and his wife are struggling with declining foot traffic and profits, facing competition from convenience stores and snack shops. Distributors are also affected, but some are finding success by deeply integrating with small stores and offering category management and operational support.
何雯The Era of Retail Shelf-Selling Is Over
In the past two years, retail has undergone dramatic changes: snack stores and wholesale supermarkets have sprung up everywhere, engaging in successive low-price bombardments. Pangdonglai and Sam's Club have popularized 'divine service' and the 'warehouse membership model.' Yonghui and Jiajiayue have loudly advocated 'cutting out middlemen' and 'naked-price direct sourcing.' Aldi and Hema have prompted retail peers to follow suit with 'private labels.' Retail changes come one after another, leaving distributors deeply anxious. A boss who has been an agent for leisure snacks for 15 years told me: 'Some businesses are gone, some are barely surviving, but in the end, inventory still piles up! Payments still come in slowly! We middlemen, squeezed between brand pressure to stock up and terminal slow sales, are about to be dragged down...'
任文青AndyThe Distribution Business Must Change
Recently, we have intensively visited multiple wholesale markets, reinforcing our earlier perception: the distribution business is becoming increasingly difficult, and this difficulty is structural. Traditional channels are declining, while new retail channels are expanding, squeezing distributors' profit margins. This trend indicates that distributors relying on inertia are being phased out, and they must adapt to the changing retail landscape to survive.
张振宇The FMCG Industry Has Completely Changed
If one word were to sum up this year's FMCG industry, it would be 'difficult.' Retail channel transformations have come one after another, with intense competition both online and offline, including supermarket overhauls and the aggressive expansion of snack stores. Brand owners are struggling with declining financial reports, having been held hostage by e-commerce in the past and now by new retail. Distributors face even greater hardship, squeezed by upstream and downstream players, and many are being abandoned, with the trend of big fish eating small fish becoming increasingly evident. However, 'difficult' is the current state, behind which lie changes in the underlying survival logic of retailers, the severe weakening of brand owners' market influence, and the need for distributors to redefine their roles.
周群Zero-Yuan Cola, One-Hour Clearance! In the Fiercely Competitive Instant Retail Market, Should Distributors Jump In?
Recently, 'zero-yuan purchases' and 'one-cent flash sales' have frequently topped search trends, with one platform claiming daily orders exceeding 200 million, nearly 20% of which come from essential FMCG products like rice, flour, oil, beverages, and frozen foods. 'Zero-yuan cola' sold out within an hour of launch, and amid the subsidy frenzy, inventory cleared faster than during the 618 promotion. In the past, instant retail was more of an 'icing on the cake' option for distributors, but now platforms are directly competing for terminal business, eroding the share of offline stores, leaving distributors with no choice but to seriously consider whether to enter this business.
张雨薇Distributors Need to Not Only Sell Products, but Also Learn to 'Sell Themselves'
In 2025, short videos are rapidly reshaping the traffic logic of business. More and more brands and retailers are using short videos to promote products, showcase stores, and even build personal IPs. However, distributors remain relatively silent, with many still relying on traditional sales paths and failing to connect short videos with their own business. This article explores the external and internal value of short videos for distributors, emphasizing that being 'seen' is itself a competitive advantage in an era of scarce attention and overwhelming choices.
葛畅Price System Collapsed, Even Dogs Despise It!
In frontline research, distributors and terminal stores complain most about the price system, with top brands unable to find buyers due to price inversion. Why is the price system problem so severe now? White liquor marketing expert Niu Enkun says: policy escalation is poison. Overuse of tiered policies affects the price system. Combined with excessive inventory pressure, it leads to channel dumping, accumulating to a critical point and causing channel collapse. Policy escalation is poison, hitting the nail on the head. Scenario Research Institute Secretary-General Fang Gang says: online communication is fine, but chasing volume online is suicide. Short-term online volume chasing has a greater impact on the price system, even being the last straw for price collapse.
刘春雄One Person, 30 Days, 10 Million in Sales: A New Wave of FMCG Distributors Flock to a Lucrative New Track
Distributors are struggling in a shrinking market, with traditional channels squeezed and online ventures often losing money. However, some are finding success on Dewu, a platform with low entry barriers, low customer acquisition costs, and low return rates, where one operator can achieve over 10 million in monthly GMV.
张博The Unchanging Distributor Is Being Eliminated
Distributors are facing a market that no longer feels directional, as traditional channels shrink and new ones rise. The old model of moving goods from brands to stores is failing, and distributors must adapt by mastering new channels, data-driven product selection, and agile supply chains to survive.
何雯