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Hema Attacks Home Turf After Being Ousted by Yonghui and Pupu Years Ago! First Store Lands at Fuzhou Suning Plaza
After a six-year absence from Fuzhou, Hema is set to open its first flagship store in Fujian at Fuzhou Suning Plaza, located in the heart of the Suwanbao business district and the bustling area of Minjiang North CBD—territory where Pupu's penetration exceeds 70%. This move is a direct frontal assault. Many see it as a comeback after being 'chased out' six years ago, but the reality is more complex than revenge: it's a renewed contest between nationally standardized new retail and locally rooted instant retail.
老张101 FMCG Listed Companies Release Q1 Reports: 71 See Revenue Growth, 37 See Net Profit Decline
In Q1 2026, FMCG listed companies' results were released, with growth quality more noteworthy than mere revenue changes. Consumer demand is in a mild recovery phase, with varying paces across categories, while raw material prices, channel structures, expense investments, and inventory cycles are reshaping profit performance. Thus, some companies show modest revenue growth but clear profit recovery, while others see scale recovery but need verification of cash flow and earnings quality.
New DistributionChina's Second-Largest Pet Food OEM Trapped Between Branding and Manufacturing
Shanghai Fubei Pet Products Co., Ltd. recently filed for a Hong Kong IPO, with Guojin Securities (Hong Kong) as sole sponsor. As China's second-largest third-party pet food manufacturer by 2025 revenue, Fubei also owns brands like Bile, but its brand business is shrinking while ODM revenue grows, highlighting a strategic tension.
田雨The Wave of Store Closures in County Towns Is Far More Brutal Than We Imagined
A set of data from McKinsey is changing the face of China's county towns. It predicts that by 2030, over 66% of China's personal consumption growth will come from markets in third-tier and below cities, county towns, and townships. For a time, the 'sinking market' became a new trend in the national consensus. Public opinion praised it, capital rushed in, and brands went down-market. Everyone was convinced that county towns would be the core battleground for boosting consumption in the next decade. But when we actually took a tour of county towns, we found that many storefronts had already pulled down their rolling shutters, and printed 'prime location for transfer' signs were even fading. Most of the stores still open had empty seats and owners scrolling through Douyin. The wave of store closures in county towns is far more brutal than we imagined.
五童五童FMCG Manufacturers and Distributors Have Long Suffered from Hypermarkets! This Is Not Cooperation, It's Robbery
After delivering goods worth hundreds of thousands to a hypermarket for a year without receiving a cent, a distributor received a reconciliation letter at year-end stating that after deducting the payment, they still owed the hypermarket tens of thousands in fees. This sounds unbelievable but is real, leaving distributors having worked hard for a year only to end up in debt. Hypermarkets are now exiting the market, and many are applauding.
金名Content Makes Waves, Channels Catch Them: Pepsi's "Alive" Closed-Loop Sales Activation
On a late-night subway after overtime, a lyric from "Alive" by Pepsi, Ashin of Mayday, and Jackson Wang stirs emotions, sparking a viral trend that extends beyond social media to drive offline sales. By embedding music-driven desire into products and campaigns, Pepsi creates a closed loop from content heat to channel sales, offering a fresh purchasing reason for young consumers.
何雯Yonghui is saving its stores, Walmart is changing its fate
Two pieces of news about traditional hypermarkets recently caught attention: Yonghui announced the second phase of its transformation, focusing on supply chain reform and private label development, while Walmart reopened a renovated store in Chengdu with plans to upgrade over 100 stores this year. Both are moving in different directions: Yonghui is working to bring customers back to its stores, while Walmart is redefining its hypermarket model for efficiency and precision.
汪海Starbucks and Mengniu Set Their Sights on Fitness-Oriented White-Collar Workers' Wallets
It's easy to notice that the drinks in workers' hands have recently become higher in protein. In April 2026, Starbucks China launched its high-protein latte Pro series, with a grande size containing 20 grams of protein, which quickly went viral on social media, making 'protein latte' a trendy item among fitness enthusiasts. Dairy companies focused on supermarket shelves are also seizing this new direction. In May, Mengniu introduced M-PLUS Daily Protein Milk, with 15 grams of native milk protein per 250ml bottle, marketed as 'open and drink, precise replenishment'. Mengniu...
博客作者In-Depth Guide: Don't Blindly Add SKUs—Choosing the Wrong Category for Private Label Is a Waste of Effort
At an annual industry trade show, a private label manager from a regional supermarket collected over 70 supplier business cards in three days. Back at the office, he reviewed them all and proposed a project list of eight categories and over 20 SKUs from seven suppliers. His boss approved everything, but a year later, all eight categories were underperforming, with inventory turnover at the bottom of their categories and year-end losses in the millions. The problem wasn't the execution but the initial category selection—private label isn't about doing whatever you can find; it's about doing what you can do well.
薛文发The Future of Channels: All Are 'Special Channels'
Since starting my business, I've sensed that traditional sales scenarios and channels are on the verge of a complete overhaul. Now I'm increasingly certain: channels are transforming, and the key shift is from being mere 'sales pipelines' to 'content pathways' that connect producers directly to consumers' minds. In the future, all channels will undergo 'special channelization,' where content reconstructs scenarios and scenarios drive impulse purchases.
点击这里关注→The Collapse of an 8.5 Billion Retail Regional Champion: The Life-and-Death Challenge of Traditional Supermarket Transformation
Mei Te Hao, once known as the 'Retail King of Shanxi,' recently filed for bankruptcy reorganization. With 54 companies under joint reorganization, over 3,000 creditors claiming debts exceeding 5 billion yuan, and assets of 2.85 billion yuan under judicial review, the contrast is stark: while Mei Te Hao's stores close and employee placement becomes a challenge, Yonghui and Better Life have embraced 'Pang Donglai-style' transformations, seeing renewed stores and bustling traffic. Why do some supermarkets collapse after transformation, while others thrive?
张振峰Starbucks, Oatly, and Like Enter the Fray: How Lucrative Is the High-Protein Trend?
Starbucks' high-protein latte PRO has gone viral, with consumers clamoring for the same 6.0 high-protein milk; Greek yogurt leader Oatly has launched an ultrafiltered 6.0 high-protein fresh milk targeting children's dairy drinks, setting a new industry benchmark; "lululemon of beverages" Like's chocolate protein drink has achieved impressive trial sales in some channels; Yili has introduced Puritime transparent protein water, officially entering the high-protein water segment. Currently, freshly brewed coffee, dairy companies, and sports drink brands are accelerating their entry, collectively stirring up the market craze around the "high-protein" concept.
剁椒团队Mom-and-Pop Stores Won't Disappear
In recent years, life has become increasingly difficult for small stores. Their core advantage is proximity. However, with the rise of instant retail, bulk discount stores, and membership clubs, their business is being eroded. Yet, small stores can survive by understanding customer tasks, leveraging regional supply chains, and forming strategic alliances with B2b platforms.
赵波Walmart Moves to the Opposite Side of Sam's Club
Walmart's first store of its new-generation compact format officially opened in Chengdu. The 3,000-square-meter single-story store, with about 10,000 SKUs, was remodeled from a store that had been operating for twenty years, restructuring its product mix, spatial layout, and omnichannel experience. On one hand, it highlights Walmart's differentiation in fresh and food products, while also emphasizing fulfillment services such as scheduled delivery, citywide delivery, nationwide delivery, and direct supplier delivery. It is reported that Walmart will use this store format as a blueprint to accelerate the upgrade of stores across the country, with plans to upgrade and open over 100 stores nationwide within the year.
谢璇Process Control in FMCG Enterprises Is Turning Salespeople into Tools
Salespeople complain that logging into systems, taking photos, clocking in, and following procedures leave them less time to sell. Sales operations departments counter that without process data, they cannot verify performance or mitigate risks. This article explores whether typical process-control thinking should be abandoned in digital channel management and how to balance result orientation with process control.
JackSpecial Channels Are Hot Again
The status of special channels (special distribution channels) has changed dramatically in the past two years. Previously, they were mainly handled by second-tier distributors, with first-tier distributors unwilling to participate. Now, top brands are establishing dedicated special channel departments, highlighting their growing importance. This article discusses the three key characteristics of special channels: they are social spaces for young people, they integrate sales and consumption scenarios (bC integration), and their true value lies in seeding products for later harvest in general circulation.
刘春雄Hema Enters Weihai, Is Jiajiayue Worried?
On April 30, Hema Fresh opened its first store in Weihai at Weigao Plaza, drawing long queues. The 4,000-square-meter store offers over 7,000 products, including fresh food, bakery, deli, and private labels, marking Hema's entry into the local market. This move tests Hema's model in a city with a strong local supermarket, Jiajiayue, and raises new competitive dimensions beyond price and proximity.
王一杰Yili's Move into Foodservice Channels: A New Opportunity for Distributors, Not Just 'Selling an Extra Bottle of Milk'
In recent years, distributors of alcoholic beverages and food have faced mounting pressure: slowing baijiu sales, plateauing traditional beverage growth, and channel adjustments by major brands. The era of relying on a few blockbuster products to make money is ending. Distributors now find themselves trapped with inventory but no sell-through, channels but no profit, and teams but no growth direction. What they truly lack are products that can generate stable profits, brands that support long-term operations, and new business models that protect channel margins while sustaining their teams. Meanwhile, China's foodservice market is undergoing transformation, with consumers redefining 'table beverages' to prioritize health, taste, and quality. Yili has established a dedicated foodservice business unit, recruiting distributors nationwide, and building a specialized product system and operational model around four core scenarios: breakfast, restaurant front-of-house, delivery, and banquets.
伊利餐饮No Inventory Pressure, No Agency Fees! How a Distributor Captured 100,000+ Local Private Domain Users and Mastered Local Business
In the face of declining foot traffic and shrinking margins, a Tangshan-based distributor, Chang Tianxiao, built a successful S2b2C model with a team of fewer than 10 people, covering 800+ high-quality local outlets and 100,000+ private domain users. By giving away traffic to clients, sharing profits with employees, and charging higher prices than competitors, he found a sustainable path beyond scale.
张雨薇Private Brands Without a Defined Role Will Eventually Be 'Cleared Out' of Their Category
Walking into the private brand section of most retail stores today, one often feels a strange sense: shelves are fully stocked, SKUs are numerous, but it's unclear why these products are there. This is the most common yet overlooked problem for Chinese private brands—having products without roles, quantity without division of labor.
薛文发Industry Milestone | FMCG KBS Officially Launched: Large Models Don't Understand FMCG, So FMCG Professionals Take Matters into Their Own Hands
At the AI Application Forum of the 2026 China FMCG Conference (CFC) held in Hangzhou on May 27, 2026, Ren Wenqing, CEO of New Distribution, delivered a keynote speech highlighting the core challenge facing the FMCG industry: large models are powerful but don't understand FMCG; companies want to keep up with this major technological transformation but generally don't know where to start—so how should the FMCG industry navigate its AI path? After the speech, representatives from five parties jointly launched FMCG KBS. Tsinghua University's Institute for Digital Government and Governance, Turing Artificial Intelligence Research Institute, and Qingtu Data jointly initiated the KBS concept in July 2025...
New DistributionAfter 30 Years of Selling 'Suan Le Nai', Jule Shares Finally Passes IPO Review on Its Fifth Attempt in Eight Years
Yesterday, the Beijing Stock Exchange Listing Committee's 53rd review meeting in 2025 concluded, and Sichuan Jule Food Co., Ltd. (hereinafter 'Jule Shares') successfully passed its initial public offering application. From its first prospectus submission to the Shenzhen Stock Exchange main board in 2017, through four setbacks, and finally pivoting to the Beijing Stock Exchange, Jule Shares' listing journey has spanned eight long years. During this period, the company faced a warning letter from the CSRC due to internal control deficiencies and the sudden death of its founder during the sprint. After five attempts in eight years, the capital market doors have finally opened, but for a regional dairy company highly tied to Sichuan and heavily reliant on a single product, the real storm is just beginning.
New DistributionFrom Online Grocery Shopping to Offline Queues: Xiaoxiang Supermarket Takes Ningbo by Storm
On an April weekend, a long queue formed at B1 of Longhu Tianjie in Ningbo's Yinzhou District, where Xiaoxiang Supermarket, Meituan's instant retail brand, opened its second physical store. The store attracted young parents, retirees, and social media influencers with its local flavors, private-label products, and experiential services, boosting mall traffic by 220% year-on-year. This move highlights the brand's strategic shift from online-only to offline, aiming to enhance brand loyalty and expand its customer base.
剁椒团队FMCG Brands' Marketing Expenses Can No Longer Be Unclear
I recall a brand executive once told me that they invest over 400 million yuan annually in promotional expenses at retail stores. But the effectiveness is a mess. Stores report volumes as they please. Once the money goes in, the manufacturer doesn't know which stores responded and which didn't, nor which region yields the highest returns. ROI cannot be calculated clearly—this isn't a problem unique to one brand but a pain point for all brands' offline channels. Why is ROI so hard to calculate? Offline channels are an opaque 'black box.' From factory shipment to consumer purchase, the middle involves distributors, sub-distributors, and retail stores. The chain is too long, with too many links, and information gets lost at each level.
任文青