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Flash Warehouses Must Compete on Supply Chain, Not Traffic
China's instant-retail flash warehouses are moving beyond subsidy-led expansion. Sustainable operators need differentiated assortments, reliable long-tail supply, efficient product onboarding, and stronger store-level economics.
New DistributionThe Core of Scene Marketing: Creating Rituals with Products
Rituals are the social expression of emotions, transforming abstract feelings into tangible, observable moments. By embedding products into these rituals or creating new ones, brands can tap into the emotional core of scenes, turning personal emotions into collective experiences and driving engagement.
刘春雄FMCG Industry Increasingly Fails to Retain Talent
As we enter 2026, the FMCG market remains one of the most dynamic and competitive industries. However, after years of digital transformation, changing consumption patterns, and supply chain restructuring, a severe challenge has emerged and increasingly become a bottleneck for FMCG companies' growth: talent shortage. More and more brand manufacturers are realizing that without solving the talent problem, many growth targets will remain on paper. This article offers some thoughts on this topic, hoping to inspire FMCG manufacturers.
邢仁宝Going to Africa: It's Not About Whether You Dare, But Whether You Know How
As the global market landscape reshapes, many companies are seeking new growth opportunities. For FMCG companies, Africa is gaining attention not just for its large and fast-growing population, but because it is still in the early stages of brand, channel, and supply chain restructuring, leaving many opportunities unclaimed. Africa is worth exploring, but not as a monolithic market; success requires careful country selection, understanding the dominance of wholesale markets and small shops, and leveraging digital distribution and localization.
王军Annual Revenue 70 Billion Yuan, 35 Years of Consecutive Growth: Why Don Quijote Is Japan's Only Retail Myth
A retail company that creates theme songs for crabs, sweet potatoes, and oden—have you ever seen that? Last month, the author visited Hong Kong and made a special trip to Don Quijote in Causeway Bay. After shopping, one feeling kept circling in my mind: the things domestic retail has spent so much effort on in recent years—lowering shelves, widening aisles, refining displays, and enhancing the shopping experience—are almost nowhere to be found in this store. Yet its business is incredibly good. This contrast is worth a serious discussion. Don Quijote's shelves are stacked to the ceiling, the layout is disorienting, and affordable snacks and luxury goods are squeezed onto the same shelf, earning it the nickname 'the worst store.' But it is the only retail company among Japan's 3,000 listed companies to achieve 35 consecutive years of double growth in both revenue and profit.
汪海Deep Dive | A Panoramic Overview of Indonesia's FMCG Distributor System: Those Who Control the Channels Rule the 'Land of Ten Thousand Islands'
Going global is imperative, but in Indonesia—Southeast Asia's largest and most alluring market—going global can easily become 'going overboard.' With 280 million people, a vast young workforce, a rapidly rising digital economy, and an upgrading middle class, Indonesia's macro data excites every brand. Yet, when brands actually land in Jakarta, they confront a daunting micro-reality: a fragmented geography carved by over 17,000 islands and a complex web of local political-business interests and clan networks. In Indonesia's FMCG sector, channels are king—a matter of life and death. This article provides a comprehensive, in-depth overview of Indonesia's major distributor systems, serving as both a list of key players and a strategic map for Chinese brands building local pathways.
戚特Private Labels Are Phasing Out Retailers That Merely Rent Out Shelf Space
Private labels are being both mythologized and underestimated: the hype is high, but the difficulty is lowballed. This article argues that success requires whole-chain collaboration, not just a retailer's effort, and announces the first China Private Label Industry Chain Conference in Hangzhou on June 4-5, 2026.
袁来A Small County, 130 Billion Yuan a Year: The Underestimated Bulk Snack Business
The Chinese people's obsession with snacks underpins a market exceeding 1.4 trillion yuan. Despite claims of snacks being unhealthy, consumption remains high, and the industry, after two years of low growth, is again experiencing rapid growth in both volume and price. In 2024, bulk snack stores surpassed supermarkets and e-commerce with a 37% share, becoming the largest sales channel for snacks.
快刀财经编辑部5000 Words to See Clearly: Super Hema NB's Bold Gamble on Franchising
In November 2025, Hema's budget community supermarket Super Hema NB announced its first batch of franchising, targeting Shanghai, Hangzhou, Jiaxing, and Huzhou, with a cumulative investment of about 2.65 million yuan for a 600-square-meter standard store. The industry generally sees this as a positive signal, but this view warrants deep scrutiny. Franchising is a double-edged sword in retail, and Super Hema NB's unique model—high fresh food ratio, private label dominance, and rapid franchise expansion—has no successful precedent globally.
陈思廷FMCG Industry: Beware of "Fake Data"!
Last week, news of fraudulent investment attraction data in three places in Henan went viral. One county's investment bureau reported 7.8 billion yuan to the province, while actually attracting less than 100 million yuan—such an exaggerated figure is truly astonishing. In interviews, the parties involved explained that the problem was not their own work style, but the high-pressure targets from superiors. Faced with the requirement of "must grow," grassroots units had no choice but to cope by fabricating data at will. The higher-ups, without any vigilance, used these absurd numbers directly, leading to this explosion. In my view, both sides bear responsibility...
邢仁宝Homogenization and Price Wars? FMCG Innovation Isn't About Breaking Out—It's About Riding the Wave!
This article is adapted from the keynote speech by Hu Qiaosong, founder and general manager of Badaoniang Food Co., Ltd., at the CFC2026 11th Fast-Moving Consumer Goods Conference. Badaoniang is a startup brand focused on the Huadiao cooking wine segment, ranking first on Douyin's cooking wine chart for five consecutive months. All consumer goods face the fate of commoditization. The theme of today's sharing is: Innovation also requires seizing the momentum.
胡峤松50-Yuan Membership Card, 28,000-Square-Meter Store: Why Did 'Happy Farm' Become a Hit in Shenyang?
In 2026, retail is undergoing a process of 'filter shattering.' While foreign membership stores are busy building middle-class fantasies, Shenyang's 'Happy Farm' uses the aroma of freshly roasted sunflower seeds to bring physical retail back down to earth. In early February, in Shenyang's minus-20-degree 'heat wave,' the store's sensory impact is physiological, starting with the smell of freshly roasted seeds, a stark contrast to the cold, sterile atmosphere of most supermarkets.
汪海Flash warehouses don't lack goods; what they lack is 'new supply' that solves pain points
In a price war, price matters, but how to gain reputation and attention is the real way to break through. What we aim to be is not necessarily the highest in order volume or gross margin, but the instant retail brand with the best reputation. At the CFC conference held in Chengdu on March 16-18, 2026, Da Zheng, founder of Zhaixiaoxiong, delivered a keynote speech on flash warehouse operations and hit product creation, sharing insights on supply logic and hit product rules in the context of intense competition.
大郑Channel Private Label: Build Private Brands Like a Brand Owner
At the 2026 China FMCG Conference, Guan Xue, General Manager of Jiuan Gaosheng Group, shared insights on private labels, emphasizing that channels should develop private brands with a brand-owner mindset. The core issue is not whether to enter but how to implement scientifically, avoiding common pitfalls such as blind imitation, superficial rebranding, and lack of systematic operations.
关雪Zhao Bo of New Distribution: In the Post-Truth Era, No Narrative, No Brand?
What is narrative? Let's start with a story. Wan Weigang, in his course 'Modern Thinking Tools,' shared a case: In the 1980s, Texas had a serious highway litter problem. The state government tried fines and campaigns, all to no avail. The main culprits were young men aged 18-35 who drove pickups and listened to heavy metal, priding themselves on rebellion. An advertising agency came up with a brilliant slogan featuring a football star and a blues singer, which solved the problem: 'Don't mess with Texas.'
赵波Ruoyu Paper: Exploring and Practicing PB Business from Zero to 100 Million
At the 2026 China FMCG Conference, Gao Yunchao, CEO of Ruoyu Group, shared the practices of Sichuan Ruoyu Tianfu Industrial Group Co., Ltd. (hereinafter "Ruoyu") in PB business. For Ruoyu, PB was not initially the main track but gradually became a key investment direction after continuous transformation under pressure from the original business. This business is also regarded internally as a "top leader project"—the boss must be involved for the business to truly succeed. Ruoyu itself is a full-category tissue manufacturer with raw materials from bamboo pulp to wood pulp.
高云超The 12th Stop of the Tower Alliance Benchmark Distributor Study Tour: Guizhou Fang Wang Yuan, a Complete Success!
On April 10, the 12th stop of the Tower Alliance Benchmark Distributor Study Tour, held at Guizhou Fang Wang Yuan Trading, concluded successfully. Distributor owners from across the country gained a comprehensive understanding of how Fang Wang Yuan, in the fifth-tier city of Bijie, Guizhou, achieved annual sales exceeding 100 million yuan through 13 years of deep cultivation in the condiment and grain-oil category, and explored its complete transformation path from traditional brand agency to category operation, as well as its core methodology for thriving against industry headwinds.
New DistributionYonghui exits, Hema enters, setting up shop at Pangdonglai's doorstep in Xinxiang
In early April, the Yonghui supermarket on the first floor of Xinxiang Baolong Plaza officially closed, and Hema Fresh announced it would open its first Xinxiang store in the same location, expected to launch in June or July. This transition marks a shift in China's supermarket industry, with Hema entering a market where Pangdonglai has a strong presence, highlighting different strategies for competing in a mature market.
汪海Supply Chain Companies Want to Build C-end Brands: A Tough Road Ahead
In recent years, with the rapid development of tea, coffee, and bakery chain formats, as well as the acceleration of private label strategies by leading supermarkets like Sam's Club, Hema, and Pangdonglai, a large number of supporting supply chain raw material and ODM companies have emerged, preparing to move from behind the scenes to the forefront. Unlike the B2B large-customer model that relies on orders and is constrained by others, every supply chain company boss harbors a dream of owning a brand—truly mastering market discourse and securing a place in the C-end market. However, transitioning from a supply chain company to a C-end brand is not just a step away; it's essentially starting a new race on a different track.
陆兴元Consumers 'Win Again and Again': Master Kong Green Tea's 'One More Bottle' Promotion Goes Viral
Recently, New Distribution noted that Master Kong Green Tea's 'One More Bottle' promotion, which once created phenomenal sales in China's beverage market, was fully relaunched nationwide in March this year, quickly sparking a market craze. This classic IP, which once achieved phenomenal sales, has once again become the focus of the beverage market after many years. This is not a 'rehashing old ideas' brand marketing, but rather proof that truly vibrant promotional tactics, even today, can reignite consumer enthusiasm and terminal sales if the mechanism is right and the experience is smooth...
周群In the Era of Channel Fragmentation, FMCG Brands Need to Grow Like Liquid
Channels are fragmenting, and so are consumers. For FMCG brands, the old approach of using one brand language, one product logic, and one sales playbook across all channels is becoming increasingly untenable. Sam's Club, Pinduoduo, Xiaohongshu, Douyin, convenience stores, snack collection stores, and mom-and-pop shops all sell goods, but the consumer psychology, sales dynamics, and decision-making behind them are no longer the same. At the 11th China FMCG Conference on March 17, Liang Jiangjun, founder of Jiangyi Consulting and Chief Strategy Officer of Zan Yi Growth Network, shared insights on liquid brands, channel narratives, and building a C-end command center.
梁将军Why Did Over 40 Retail Leaders 'Vote' for Master Kong Beverages? Insights into Category Opportunities from the Ideas Innovation Product Competition
Distributors fear choosing the wrong new product. At this year's Spring Sugar & Wine Fair, Master Kong's three products stood out in the official Ideas Innovation Product Competition, winning two gold awards and two special awards. These products, backed by systematic innovation from formulation to marketing, offer distributors long-term business opportunities in health, experience, and precision nutrition.
冯瑶FMCG Products Not Selling? It's Not Downgraded Consumption, It's Not Understanding Users
In today's FMCG market, products are abundant, but what's truly lacking are brands that resonate with consumers. The old growth model based on scale, channels, and traffic is fading, replaced by a new competition centered on needs, experiences, and lifestyles. FMCG competition is no longer just about selling products but re-answering 'why consumers choose you.' At the 11th China FMCG Conference on March 18, Xiao Mingchao, founder and CEO of Zhimeng Consulting, shared insights on the new consumption cycle, changes in consumer decision-making, and how FMCG can shift from functional satisfaction to meaning-driven strategies.
肖明超Zhao Bo of New Distribution: 36 Years of FMCG Marketing in China—How Marketing Power Shifted from Channels to Consumers, and Now to Algorithms
In March 2026, while working late, the author asked an AI assistant for a drink recommendation, which led to a realization that marketing power has shifted again. Over 36 years, it moved from channels (1990-2010) to consumers (2011-2023) and now to algorithms and AI (2024-present), fundamentally changing how brands must operate.
赵波