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ALDI Surpasses 100 Stores in China, Marking a Key Milestone
After seven years of deep cultivation and expansion, ALDI has finally reached the milestone of 100 stores in China. On March 21, two new stores opened in Zhenjiang, Jiangsu, and one in Shanghai, bringing the total to over 100 and signaling accelerated expansion in the Yangtze River Delta region.
联商网编辑部When Sparkling Juice Becomes a New Staple in Foodservice, How Does Jiuri Validate Category Value with 'Four-Exhibition Linkage'?
In March, the 2026 Spring Sugar Fair arrived as scheduled. This year, Jiuri, a brand deeply rooted in the imported food sector for 18 years, made a decision that drew industry attention—breaking the conventional single-hall model to debut at the fair with a 'four-exhibition linkage' across Western Expo City 10F, Century City S8F, Tibet Hotel 218, and Crowne Plaza Zongfu 2F. This is not merely an expansion of booth space but a deep confidence in the commercial value of the 'sparkling juice' niche and a strategic declaration to find incremental growth in an era of stock competition.
New DistributionDirect Hit at the Spring Sugar Fair! Dali Strongly Leads, Full-Category Upgrade Anchors New Industry Direction
In the channel, a change in 'product selection' is underway. Distributors are shifting from 'stocking more' to 'selecting better products'; consumers in stores repeatedly check ingredient lists, making more rational decisions; in special channels like schools, 'high-oil, high-salt, high-fat' products are explicitly restricted. These dual changes in channels and consumption are reshaping product entry barriers. Clearly, products with health attributes, clear selling points, and defined consumption scenarios are becoming the new 'passport.' As the Chengdu Spring Sugar Fair approaches, a new product cycle is unfolding. As a leading domestic food company, Dali Foods is participating in this spring fair, launching over 60 new products across core categories.
田静Beijing, Shanghai, and Guangzhou Are Packed with Bulk Snack Stores
Bulk snack stores are taking over community entrances. "The same sugar-free drink costs 1.5 yuan less here than at 7-Eleven," says Zhou Heng, a resident who now regularly shops at a new Haoxianglai store. These stores are expanding rapidly in first-tier cities, competing with convenience stores and reshaping community retail.
十里Distributors, Stop Being 'Movers'!
A trading company owner shared on social media: 'First principles is a super method to see through phenomena to the essence! Ask what the fundamental question is, then think about what to do. In any field, stage, or environment, when feeling lost, set aside appearances, penetrate the essence, and get to the core of the problem.' In recent years, business has been tough, and many distributors are feeling lost and anxious, making mistakes in judgment and operations. It's necessary to share six daily operational issues that need to be solved with 'first principles.' The first principle of sell-through is consumer operations.
高级研究员 海游Zhao Bo of New Distribution: The Crisis and Opportunity for FMCG Practitioners in the AI Wave
As generative AI sweeps across industries, the FMCG sector—a traditional field deeply tied to human interaction and billions of consumer needs—is undergoing structural changes. From category decisions at retail stores to supply chain coordination, AI has penetrated every link of the industry chain. The question for every FMCG professional is no longer 'Will AI affect us?' but 'How do we stay firm in this transformation?'
赵波After 3·15, Which Chicken Feet Snack Brand Can Distributors Still Choose? This Brand Has Laid All Its Cards on the Table
Following the 3·15 Gala's exposure of illegal hydrogen peroxide use in the chicken feet industry, market sentiment has quickly spread to distributors—consumers are asking questions, procurement is demanding qualifications, and some stores have begun proactively removing problematic brands. The industry is undergoing accelerated reshuffling. In this context, distributors urgently need a verifiable set of product selection criteria. The following is a statement from Yijiaxin Foods for distributors' reference.
品牌发声Pupu Kitchen to Launch in Xiamen This Month? Is Food Delivery Pupu's Trump Card Against Xiaoxiang and Hema?
Industry insiders told Lao Zhang that Pupu Kitchen will open its first Xiamen store this month, with plans to densely deploy multiple stores in Fuzhou and Xiamen this year, while investing heavily in market promotion. After testing the 'front-warehouse + dining' model in Fuzhou for so long, a cross-city expansion to Xiamen would not only be Pupu's own business expansion but also a new challenge for the entire front-warehouse industry's innovation exploration. Behind this challenge lies the transformation of front-warehouse from 'online vegetable basket' to 'life service station', and a close contest among players in Fujian, a key battleground for instant retail.
老张Is There an Opportunity for FMCG Distributors to Go Global?
After 2025, the Chinese FMCG market is characterized by extreme squeeze and zero-sum competition. Distributors face shrinking margins and must explore overseas opportunities. While many attempts fail due to capability mismatches, there are real opportunities for those who transform into supply chain service providers, leveraging China's expertise in fragmented markets and digital distribution.
戚特Sunshine Supermarket GM: Adjustments Without Category Management Are All in Vain
As we enter 2026, supermarket adjustments are no longer a new concept. Many companies try to copy benchmarks to find a cure, but few achieve a closed-loop business logic. In a recent interview, Si Kai, GM of Handan Sunshine Supermarket, shares his 30 years of frontline experience, emphasizing that retail has no mysticism; all growth must be built on a scientific framework. He argues that adjustments without target customers, category logic, and efficiency models are all in vain.
赵胜男New Distribution's Ren Wenqing: The Old Distribution System Fails in an Era of Oversupply!
At the 11th China FMCG Conference held in Chengdu from March 16-18, 2026, Ren Wenqing, CEO of New Distribution, delivered a keynote speech titled '2026 New Distribution Annual Insight: From Linear Distribution to Supply-Demand Matching System.' This article summarizes the core of his speech, which argues that the FMCG industry is shifting from a linear distribution model to a supply-demand matching system, driven by the need to address oversupply and changing consumer behaviors.
任文青AndyMengniu Enters the Sports Drink Arena: How Big a New Battlefield Can a 'Hydrating Plus Calcium' Electrolyte Drink Open?
China's sports drink market is undergoing profound structural change. Over the past decade, electrolyte drinks have grown from a niche sports supplement into one of the fastest-growing beverage segments. Now, a new wave of entrants is trying to open a third layer of competition—not just 'hydration,' but 'what to replenish and how.' Mengniu, one of China's largest dairy companies, is a notable player in this shift, launching a 'milk calcium electrolyte drink' in 2026 that introduces natural milk-derived calcium to the category, selling over 100,000 bottles in online trials within a month.
冯瑶200,000 Cases in Six Months: The Relaxed Player 'Bouncing to Dai Disco' at the Sugar & Wine Fair: What Makes Yunnuoshan Stand Out?
The old growth drivers of China's beverage industry—channel inventory pushing, flavoring with artificial essences, and price-war involution—have reached their end. Distributors are undergoing role reconstruction, and consumers' 'ingredient awakening' is intensifying. At this crossroads of old and new momentum, Yunnuoshan has chosen a harder but correct path: rooting downward and growing upward, building a brand grounded in core production areas and industrial depth, striving to become the 'Noah's Ark' of the next generation of beverages.
YvonneNew Distribution's Zhao Bo: How the FMCG Industry Should Embrace Change in the AI Era
In this speech, Zhao Bo from New Distribution argues that FMCG is one of the first industries where AI will see large-scale implementation and tangible results. He outlines how AI is reshaping consumer decision-making, brand-channel connections, and internal business operations, and provides a three-stage roadmap for companies to adopt AI, emphasizing the importance of starting with real problems and preserving human insight.
赵波Thin Margins, High Inventory, Strict Compliance? On March 15, the Dealer Annual Training Course Arrives
Dealers are facing tough times: shrinking profits, mounting inventory, and stricter tax compliance. To help dealers navigate these challenges, we are hosting a special pre-event training course during the CFC China FMCG Conference, featuring three experts who will provide practical solutions on profit improvement, compliance, and business model transformation.
New DistributionBreaking the Bottleneck in Packaged Water's Second Half: How Bama Bainian Embodies 'Bama's No.1 Water'
In recent years, China's packaged drinking water market has been characterized by intense hand-to-hand combat, with giants slashing prices and squeezing margins. Amid this fierce competition, the Bama water segment is surging, and Bama Bainian, with its scarce water source, massive production capacity, and channel empowerment, is positioning itself as the leading brand. The company is set to showcase its products at the Chengdu Sugar & Wine Fair in March.
戚特The Times Have Changed: The 30-Year B-End Path Has Completely Failed—How to Successfully Build a C-End Command Center?
Over the past three decades, the Chinese FMCG industry has had only one winning logic: mastering the B-end. As long as channel penetration was deep enough and the distributor team strong enough to continuously push products onto terminal shelves, you could win. This push-based approach dominated the thinking of a generation of marketers. However, in the last two years, the consensus is that this playbook has completely failed. Increasing rebates and issuing hard sales targets to push products has resulted in goods sitting stagnant at terminals like dead water. Why? Because the underlying commercial soil has fundamentally changed. We built a vast B-end empire in an era of shortage and incremental growth, but now we are lost in an era of severe oversupply and stock-driven markets.
陈思廷Lee Kum Kee's Omnichannel Spring Festival Marketing System
Lee Kum Kee connected product use, auspicious New Year meanings, retail experience, instant delivery, e-commerce, social co-creation, and cross-category collaboration around one adaptable creative idea.
New DistributionScene Marketing: The Battlefield Shifts from Shelves to Life
FMCG is undergoing an invisible watershed—not of price or promotion, but of scenes that are redefining who can grow. On the morning of March 17, 2026, at Chengdu Century City International Convention Center, Crystal Hall 5+6, the 11th CFC China FMCG Conference's parallel forum, 'Scene Marketing: From Shelves to Life,' will explore how brands can win by becoming the answer to specific moments in consumers' lives.
陈思廷All Roads Lead to C: Building a C-End Command Center for Full-Scenario Reach
Modern marketing has established the principle of customer orientation (C-end orientation), making infinite proximity to or reach of the C-end the inevitable direction of marketing evolution. The evolution of marketing is the history of approaching the C-end, which has gone through four stages: brand department (indirect reach via mass media), marketing department (direct reach via terminal promotion), e-commerce (performance and branding integration via traffic investment), and bC integration (all-domain reach). Now, with multiple paths to C, enterprises need to build a C-end command center to coordinate strategy, unify messaging, and manage resources across channels.
刘春雄FMCG Distributors' Guide to 'Raising a Lobster': First Understand What It Is, Then Decide How to Use It
Recently, a phrase has been trending in social circles: 'Have you raised a lobster?' This 'lobster' refers not to the culinary delicacy but to OpenClaw, an open-source AI agent that has suddenly gained popularity. Its icon resembles a red lobster, so the process of installing, deploying, and fine-tuning OpenClaw is vividly called 'raising a lobster.' Its rise to fame isn't just for fun; it represents something more significant: AI is moving from 'conversation' to 'taking action for you.' This is something distributors should take seriously, as the FMCG industry is ripe for such transformation.
New DistributionThis Time, We Have the Path Ready for Beer Distributors to Break Through
This is the common situation we face today: industry volume shrinkage is an indisputable fact. But if you ask frontline beer distributors, they will likely tell you that the word 'shrinkage' cannot describe their feeling—it's a suffocating sense of being attacked from both sides. Upstream giants demand profits, squeezing margins and increasing inventory; downstream restaurant terminals demand fees, requiring advances for store purchases, promotions, and displays. Payment cycles are lengthening, cash is tied up in goods, and cash flow is at risk. The solution lies in opening a 'second battlefield'—using multi-category symbiosis to counter single-category competition, with beer as the core and complementary products like soda water to enhance the scene.
陈思廷Biut Meng Fanzhong: If Supermarkets All Die, Do Brands Have a Better Position?
In a recent phone call, Meng Fanzhong, chairman of Biut Commercial Group and Zhenshimei Supply Chain, posed a striking question: 'If chain supermarkets all die, do brands have a better position?' Having just achieved Biut's 'Double Hundred Goal'—100 stores and 10 billion in sales by 2025—and managing Zhenshimei, a supply chain platform covering 50 billion in retail scale, he shared insights from six years of validation since 2019.
任文青AndyThe First Positioning Battle After the 2026 Spring Festival: Lay's 'Spring Harvest' Returns, Giving Channels a Firm Grip
This year's Spring Festival came late, leaving the market with almost no buffer before hitting the spring season. For frontline distributors and retailers, this means the pace has shifted forward—festive atmosphere just fades, and shelf structures need to be readjusted. Time is tight, and tasks are heavy. At this critical juncture, channels fear 'trial and error' the most. A snack distributor in East China said bluntly: 'Our requirement for new products is simple—no gimmicks, just guaranteed sell-through.' The consumer shift is equally rapid. After the holiday, consumption quickly returns to daily scenarios: office, home restocking, spring outings, etc.
冯瑶