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The Impact of Instant Retail: Who Will Become Relics on the Beach?
The wave has arrived: this is not a choice, but a matter of survival. In 2025, China's instant retail market will exceed 2.5 trillion yuan, with a year-on-year growth of over 35%. Instant retail is no longer a simple channel supplement, but a profound channel revolution. Data doesn't lie: in first-tier cities, instant retail already accounts for 18% of FMCG retail sales; in second- and third-tier cities, this figure is climbing at a rate of 5 percentage points per year. Coca-Cola's flash warehouse model, P&G's front-warehouse experiments, Unilever's instant supply chain restructuring—brand giants are exploring and acting.
陈思廷Yunchuan: From 47 Stores to 1 Million Community Stores, I Have Three Years Left
“Fewer people are coming into stores; they just order on their phones, and prices are lower than ours. This business is impossible!” This is the most common and desperate feedback I've heard over the past two years. I've also seen countless community store owners struggling in anxiety and groping in confusion. When traditional FMCG tactics completely fail, how should China's millions of community stores survive? My solution is: regional B2B supply chain plus regional hard discount chain. To replicate this proven city model on a national scale, I organized this annual course...
云川Instant Noodles Market Declines 6%, How Did This New Brand Grow 44.4% Against the Trend?
Entering 2026, growth in the FMCG industry is increasingly hard to find. In the instant food sector, Q4 2025 instant noodle sales fell over 6% year-on-year, while only four leading companies launched 887 new SKUs annually. Against this backdrop, Huaweifang achieved 44.4% annual growth by focusing on non-fried steamed noodles and implementing scene-based marketing in regional markets.
王军A Letter to Distributors: The Second Half Is Not About Who Earns More, but Who Holds the Line
History does not simply repeat itself, but it often rhymes. Over the past three decades, China's FMCG distributors have enjoyed the most magnificent economic growth dividends in the world. As the water rises, all boats float high; as long as you were bold enough, dared to leverage, and dared to expand warehouses and buy fleets, the elevator of the times naturally carried personal wealth to new heights. That was an era of one-way upward movement, of 'going long on China and expanding circulation.' However, when the elevator stops, or even begins to descend, we must cool down from the frenzy of expansion. Today, we stand at a turning point of a grand cycle. For...
戚特Deepening Value, Navigating Cycles: Decoding Uni-President China's High-Quality Growth Logic in 2025
In 2025, as the consumer market entered an era of stock competition and rational consumption, Uni-President China Holdings Ltd. (00220.HK, hereinafter 'Uni-President China') delivered a substantial annual report. The financial results showed full-year revenue of RMB 31.714 billion, up 4.6% year-on-year, and net profit after tax of RMB 2.05 billion, a significant increase of 10.9%. Against a backdrop of industry-wide pressure, this performance, with profit growth far outpacing revenue growth, not only achieved breakthroughs in both revenue and profit but also, with its clear strategic focus and solid operational fundamentals, provided a high-quality model of 'value growth' for the industry.
春天10 Days to Go! Unilever, Wilmar, Yili, Uni-President, Lee Kum Kee, Yanjing Beer, Panpan, C&S and More Gather at CFC for a Grand Event!
In 2026, the FMCG industry's most critical keyword is not involution or anxiety, but 'oversupply.' The industry has entered a new stage of comprehensive surplus, where traditional growth logic driven by channel push, distribution expansion, and promotional spending is failing. The CFC 2026 11th China FMCG Conference, themed 'Advance Toward the C-End,' brings together 100+ top practitioners and 3000+ FMCG elites over three days to systematically deconstruct the key paths from cognitive upgrade to operational implementation.
New DistributionIt's Time to Rethink Distributors Today!
Discussions about distributors have intensified recently, with views ranging from their increasing difficulty to their inevitable obsolescence. However, these perspectives only capture part of the reality; the true shift is a fundamental rewrite of the underlying logic of the FMCG distribution system, moving from an expansion-driven to a matching-driven market. This article argues that distributors will not disappear but must evolve into more organized, capable intermediaries to thrive in an era of oversupply.
周群Why Are Distributors 'Losing More the More They Do'?
A recent field study reveals that many distributors are anxious and tend to seek external solutions, but the key to success lies in 'seeking inward'—strengthening internal management and operations. Through contrasting stories of two distributors, this article outlines five directions for internal optimization, emphasizing that a solid foundation is essential before expanding outward.
张雨薇Where Is the Next Growth Frontier for China's FMCG Industry?
In an era of oversupply, FMCG growth is shifting from channel dividends and distribution coverage toward consumer demand, instant retail, retail remodeling, private labels, global markets, AI, and cross-industry coordination.
New DistributionNew Distribution Zhao Bo: When AI Starts Making Decisions for Consumers, FMCG Becomes the Frontline Battlefield
In the FMCG industry, AI is not just changing a few 'tools' but the consumers themselves: who makes decisions, how they are persuaded, what prices they see, what journeys they take, and to whom they remain loyal. This long article, written entirely from the perspective of FMCG practitioners, systematically deconstructs the five dimensions AI is rewriting, starting from the consumer. Why FMCG is becoming the frontline battlefield for AI rewriting consumer behavior: if AI is reshaping every industry, then in the consumer sector, FMCG is almost the first to feel the change. The reason is not the technology itself, but the structural characteristics of FMCG consumption.
赵波With Xinhua Net Culture on One Side and Dong Yuhui on the Other, the New Product Shanshanhai Is Becoming a Trump Card for Seasoning Distributors
In 2025, China's condiment industry experienced a prolonged and cold 'late spring chill.' Distributors on the front lines felt it acutely: traditional soy sauce, vinegar, chicken essence, and MSG fell into brutal price wars, once-proud hero products saw slowing sales and high inventory, while consumer preferences shifted quietly—they tightened their wallets but scrutinized ingredient lists for healthier, cleaner options. 'Business is getting harder, profits thinner, where is the next growth point?' Amid this market silence, the brand 'Xianzhihui' broke through with its core product 'Shanshanhai' in 2025, leveraging national media Xinhua Net Culture and top IP 'Yuhui Tongxing' to create a phenomenon online and signal to offline channels that in the healthy umami niche, Shanshanhai is becoming the most promising trump card for distributors.
陈思廷Don't Let Naming Ruin Your Private Brand!
Retailers invest heavily in developing private label products but often rush through the initial naming process. A random name lacks strategic direction and fails to build brand equity. This article explores the three common naming pitfalls, the three strategic brand architecture paths (parent, hybrid, independent), and emphasizes that systematic brand building, not just naming, determines success.
薛文发CFC Going Global Launch Editorial: Chinese FMCG Enterprises Have Fully Entered the Age of Great Voyages
In this launch editorial for CFC Going Global, the author reflects on the past decade of China's FMCG industry and argues that with domestic market saturation and intensifying competition, going global is no longer a choice but a necessity for survival. The article outlines three key overseas markets—Southeast Asia, Europe/US, and Belt and Road countries—and emphasizes the need for a mindset shift from trade to brand building, local adaptation, and compliance.
戚特Distributors Keep Doubling Down! Why Has JDB's Fortune God Can Become the Hard Currency of the Year of the Horse CNY?
As the final battle for annual sales in the FMCG industry, CNY not only determines a perfect end to the past year but also the top priority for manufacturers to achieve a good start in the new year. Now that the Spring Festival season has just concluded, the answers are already written in distributors' performance reviews. "Everyone says business is tough this year, but if you follow the right brand, you can still have a prosperous year," lamented a distributor surnamed Liu from the Guangdong region. And the brand Liu refers to as "right" has a vivid example in this year's Spring Festival marketing battlefield. In exchanges with multiple distributors, New Distribution found that...
何雯Southeast Asia's 'Most Competitive' Market: Where Does Singapore's FMCG Competition Really Lie?
Singapore plays a dual role as a model and springboard market for brands expanding into Southeast Asia, offering the region's most regulated environment, highest per capita spending, and most mature retail and e-commerce structures. However, its extreme channel concentration, powerful retail oligopolies, and discerning consumers make it a challenging yet revealing arena for FMCG brands.
戚特Business Insights from Meeting 200 Distributors
As we greet the new year, I'm Yuan Lai from New Distribution. Before the new year, I gave a one-hour internal sharing session on the moat of distributor businesses at the Tower Alliance annual meeting (an alliance of 553 distributor supply chain organizations, abbreviated as 'Tower Alliance'). The following combines the content of that sharing with my latest thoughts. As the saying goes, the whole year's work depends on a good start in spring. I hope this article can bring some inspiration and thinking to more distributors in their business layout at the beginning of 2026. Let me start with the conclusion: Today's competition among distributors is shifting from 'who can supply better' to 'who can manage products better'.
袁来In the Age of Social Media, Consumption Itself Is a Social Performance
Consumption is performance. It has two attributes: biological satisfaction (functional) and social satisfaction (symbolic). In the era of social media, social satisfaction takes precedence, and providing emotional value has become the dividing line between 'old-timers' and 'newcomers'. The drive for social priority in consumption stems from the possibilities offered by self-media, consumption as a variable in ecological competition, and the diminishing marginal utility of functional satisfaction.
刘春雄31 Shopping Malls Closed, 25 Completely Shut Down: Are Traditional Department Stores Digging Their Own Graves?
The department store industry (specifically the traditional department store format) is accelerating its contraction. This is the result of a weak consumer environment, intensified industry competition, and the pains of business model transformation, evoking both admiration for its past glory and lament for how fast times change. In 2025, according to incomplete statistics from Lianshang.com, at least 31 shopping malls closed, with 25 announcing complete shutdowns. The industry is in a phase of accelerated store closures.
晴山Retailers Without a Private Brand Strategy Have No Future
In recent years, competition in the retail industry has intensified, and the traditional 'rent-collecting' model is being phased out. For retailers, how to navigate the cycle and become the true 'survivor' or even 'winner'? Developing private brands is becoming the strategic direction and core weapon for more and more retail enterprises. Private brands: a century-old path, but also a strategic choice. As early as 1924, UK's Tesco began selling private label products, a century ago. On this path, there are both successful examples like Costco's 'Kirkland Signature' growing into a global brand, and countless failures that faded away.
薛文发Korean Tourists Visit Chinese Supermarket, Yet Choose Oreo, Lay's, and Pocky?
A RT-Mart in Shanghai's Jing'an District has become a hotspot for Korean tourists, who are drawn by its tax refund service and unique product offerings. Despite the availability of global brands like Oreo and Lay's in Korea, these tourists purchase them for their exclusive Chinese flavors, along with local specialties like White Rabbit candy and tea, driven by novelty and value.
FBIFWhy Can't Xiaohongshu, Which Helps Others Plant Grass, Sell Goods Well Itself?
In early 2025, after the operational models of the 'Zhengzhou gang' and 'Xiamen gang' on Xiaohongshu were exposed, some marketing professionals bluntly stated on social media that 'to some extent, planting grass is equivalent to fraud.' 'Planting grass' has been a unique label for Xiaohongshu between content and e-commerce over the past few years, giving it a distinctive niche in the marketing of consumer goods. However, a strange phenomenon has occurred: Xiaohongshu itself is not very good at selling goods. After attempting self-operated e-commerce, group buying, and other businesses, these projects eventually ended in closure.
周铭Brand-oriented Distributors' Weakness: C-end Operational Capability
Brand-oriented distributors are those who have deep regional cooperation with one or two brands, treating them as core brands that account for over 80% of their business. In the era of shrinking volume, brand owners now require not only distribution capability (B-end) but also promotion capability (C-end). This article discusses the challenges these distributors face and provides strategies for C-end operations, including customer acquisition, repurchase, and increasing average order value.
高级研究员 海游Palm-Sized Packaging: Why Mini Drinks Are the 'Traffic Password' for Snack Bulk Retailers?
The mini-packaging trend is sweeping through the snack bulk retail channel, with familiar snacks and beverages shrinking in size while maintaining their original flavors. This shift is driven by the channel's selection mechanism, which favors smaller packages to offer lower prices, richer displays, and faster product turnover, ultimately enhancing the shopping experience and driving repeat purchases.
FBIFThe Takeout War Has Ended—Is the Direction for the 'Tough Business' of Lightning Warehouses Now Clear?
Some joke that the 'tough business' of lightning warehouses has made many owners truly 'cry.' Compared to a few years ago, running a lightning warehouse has become much harder. The takeout war last year brought a wave of new entrants who enjoyed subsidies, but after the war cooled down and subsidies faded, another batch of newcomers collapsed. Yet, at its core, lightning warehouses meet real needs for 'impulse, immediate wants' and daily purchases, giving them solid long-term value.
老张