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13302 public articles · Page 9 of 555
Terminal POSM Done a Lot but No Effect? Because Your Materials Can't Speak
Scene marketing is hot, but many brands are even more confused: what is the relationship between scene marketing and terminal materials? How do consumption scenes and sales scenes connect? At the main forum of CFC·11th China FMCG Conference on March 16-18, Ms. He Luyi from New Canned gave a brilliant speech titled "POSM Practical Guide: Creating a 'Speaking' Terminal." She pointed out that consumption scenes are for sowing, sales scenes are for harvesting, and a hook is needed to connect them—and that hook is the speaking terminal POSM.
何璐伊Low Prices Alone Cannot Sustain Private Labels
China's private labels are entering a new development phase. With intensifying retail competition and shifting consumer demands, retailers and manufacturers are rethinking product development, supply chain collaboration, and value creation. Private labels are no longer just a tool for price competition but are becoming a key driver for rebuilding product strength, organizational capability, and differentiation. At the 11th China FMCG Conference on March 17, 2026, Fang Xianli, initiator of the Private Label Production-Research Collaboration Platform and executive director of Hangzhou Bimaide Brand, shared insights on the development stages, consumer demand changes, and collaborative creation between retailers and manufacturers.
方献礼Knorr Seasoning: Using the "Five New" Strategy to Tap Incremental Opportunities in the Fragmented Era
The era of full-coverage distribution is fading, and the relationship between people, goods, and places is being redefined. Growth logic no longer relies on single-channel expansion or blockbuster products but shifts to a more complex reconstruction of systemic capabilities. In this context, enterprises face not 'whether to change' but 'how and what to change.' So, how can brands find new growth levers? On March 16, at the main forum of the 11th China FMCG Conference (CFC), Hu Lerong, National Sales Director of Unilever's Knorr Retail, was invited to deliver a keynote speech titled 'Knorr Seasoning: Using the 'Five New' Strategy to Tap Incremental Opportunities in the Fragmented Era.'
胡乐融Poor Warehouse Management Limits Distributor Growth
As the FMCG distribution industry enters a phase of intense competition, warehouse and distribution efficiency has become a critical factor for success. Warehouse planning, not just management, is key to reducing costs and improving efficiency, as highlighted at the 11th China FMCG Conference.
徐桢From Channel Distribution to User Symbiosis: Reconstructing the Growth Logic of Personal Care Brands
The personal care industry has seen a significant shift in its growth logic. In the past, brands relied on channel distribution, terminal coverage, and regional penetration for steady growth; however, with rising traffic costs, channel fragmentation, and rapidly changing consumer demands, relying solely on shipments and distribution can no longer explain today's growth. For personal care brands, the new question is not just how to distribute products, but whether products can truly meet user needs, whether brands can build sustained choice, and whether channels can become interfaces for user connection. On March 17...
曹业林Big Single Products Are Trapping a Group of Brands
Recently, the innovation head of a leading FMCG brand mentioned that despite huge investments in new products, they have failed to launch a truly scalable big single product. The real issue lies not in innovation or investment but in the obsession with creating a big single product, which is increasingly difficult in today's fragmented market.
葛畅From "Trade" to "Operations": How Traditional Distributors Become Comprehensive Operators of New-Quality Categories
At the CFC Conference held in Chengdu from March 16-18, 2026, Liu Liang, General Manager of Shenzhen Guanduoduo Trading Co., Ltd., delivered a keynote speech on how traditional distributors can evolve into comprehensive operators of new-quality categories. He emphasized that effortless success is a myth, failure is the norm, and focusing on the next step is key, urging distributors to shift from simple trading to value creation.
刘量90% of Brands Are Getting Lightning Warehouses Wrong!
A leading FMCG brand has developed a detailed internal playbook for lightning warehouses, treating it as a standalone business. However, most brands are approaching it with outdated mindsets, structures, and methods, leading to wasted investment and missed opportunities. The article outlines five key misalignments and argues that 2026 is the last low-cost window for brands to establish a controllable supply chain and scalable growth model in this channel.
周群New Technology + New Consumption Era: The Underlying Logic of Marketing and the Path to Breakthrough!
Facing today's rapidly evolving technology and unpredictable consumer demands, where should brand marketing go? Old marketing tactics are becoming less effective, so how should the growth flywheel of the new consumption era spin? At the main forum of the 11th China FMCG Conference (CFC) held from March 16 to 18, Wu Dinan, founding partner of Mingdi Investment/Mingdi Empowerment, delivered a keynote speech titled 'Marketing Breakthrough in the New Technology + New Consumption Era.' He pointed out that to find a breakthrough in the current market environment, one must first clarify what is changing and what remains constant.
吴迪年While Chinese Supermarkets Study Store Overhauls, Walmart Uses AI to Drive New Growth
While 2024-2025 Chinese retail focuses on learning from Pang Donglai for store renovations, Walmart is undergoing a more radical AI-driven transformation. This article explores how Walmart uses generative AI to rebuild its search, supply chain, store operations, and employee tools, creating a new growth flywheel.
戚特Don't Just 'Copy Homework' When Building Private Brands!
In the past year, traditional retail has faced immense pressure, with the industry undergoing a brutal supply-side clearance and model iteration. Against this backdrop, private brands have become a must for many retailers seeking growth and differentiation. However, is it really that easy? At the CFC 11th China FMCG Conference held in Chengdu from March 16-18, 2026, Xue Wenfa, Deputy General Manager of Guangdong Yinxue Group and a veteran private brand expert, delivered a keynote speech on 'Insight, Breakthrough, and Reconstructing the Growth Path of Private Brands'.
薛文发New Distribution Zhao Bo: How Distributors Can Raise, Install, and Nurture the Lobster
Over the past two years, distributor owners have all asked the same question: Can AI really help me do business, rather than just chat with me? Yes, but only if you "raise it right." If you ask me "how to install the Lobster," the answer is simple: go to Tencent Cloud and do a one-click, foolproof installation. Installation is not the point; the key is how to configure it, feed it data, install skills, and finally let it monitor your operations. Many owners find that after installation, the answers seem okay, but soon they feel "it's just so-so." The problem is usually not the Lobster, but...
赵波Breaking Old Channel Patterns, Establishing New Consumer Order: 'Product, Store, Distributor, People, Money, Data' Must Be Redone!
At the CFC·11th China FMCG Conference main forum (March 16-18), Bain & Company global senior expert partner Lu Xiuqiong delivered a keynote speech titled 'Breaking Old Channel Patterns, Establishing New Consumer Order.' She highlighted that China's consumer market is undergoing deep shifts from demographics to channel structures, rendering traditional models for brands and distributors obsolete. Facing new cycles of down-market expansion, divergence, and omnichannel integration, companies must comprehensively rebuild capabilities and redo 'product, store, distributor, people, money, and data.'
鲁秀琼Price Wars: How Can Distributors Break the Deadlock?
During a recent business trip to Hubei, several distributors mentioned they now hesitate to invest in offline channels because, after costly product introduction efforts, online platforms often reap the rewards once a product gains traction. With both online and offline markets saturated, squeezed growth is breaking existing balances, pushing offline distributors to the brink. However, there are still paths forward, which we explore from a retail development perspective.
高级研究员 海游Breaking the Zero-Sum Game: 'Zero-Supply Integration' Is the Only Solution in the Era of Stock!
From March 16 to 18, 2026, the CFC·11th China FMCG Conference grandly opened in Chengdu! At the concurrent '6th China FMCG Distribution and Retail Conference' on March 18, Chen Jianfu, General Manager of Jiayuan Convenience and corporate coach, delivered a brilliant speech titled 'The Logic Reshaping and Growth Practice of Zero-Supply Integration: Breaking Boundaries, Symbiosis and Win-Win'. As a leading convenience store chain in northern Henan, Jiayuan Convenience has achieved remarkable results: over 280 stores, annual sales exceeding 400 million yuan, and a compound annual growth rate of 30%.
谌建富The Era of FMCG Distribution is Over
The more diligent, the more losses. Late one night before the Lunar New Year, I received a call from a friend. He has been an FMCG distributor in North China for 20 years, representing household-name brands. During the 'golden two decades,' he was almost synonymous with success: more brands, bigger warehouses, higher sales figures. But that night, he said, 'Teacher Wenqing, this past year has been really tough. I find myself in a vicious cycle: the more diligent, the more losses.' He broke down 'diligence' in detail: to keep the business alive, he added every possible lever—pressing another round of stock, adding a promotion, stacking another rebate, hiring people to monitor displays, end caps, and sell-through. The goods entered the stores, but two weeks later, when he followed up, the end caps were still there, the shelves were still there, the inventory was still there—the only thing missing was sales.
任文青AndyThe Second Half for Distributors: Not Distribution, but Operation
This article is adapted from Nie Biquan's keynote at the CFC2026 11th FMCG Conference, where he shares Baihui Commerce's journey from brand distributor to category operator. The company emphasizes that the industry is shifting from distribution to deep operations, focusing on turnover rate over gross margin, and building win-win partnerships with both manufacturers and retailers.
聂必权Traditional Retailer-Supplier Relationships Are Failing; Supply Chains Must Learn to Sell 'Solutions'
This article is adapted from a keynote speech by Wang Xiaomian, CEO of Shaanxi Fubixing Liquor, at the CFC2026 11th FMCG Conference's forum on 'Retailer-Supplier Relationship Transformation under Supermarket Adjustments.' Fubixing, a production-oriented supply chain company focused on the new alcoholic beverage segment, has been exploring a shift from single-product supply to category operations. The article argues that traditional retailer-supplier relationships are failing and proposes a shift to category solution operations, illustrated with practical examples.
王小面Zhao Bo of New Distribution: How Frontline Sales Supervisors Use AI Lobster to Monitor Teams, Stores, and Results
Many frontline FMCG supervisors are busy all day but still feel a sense of helplessness at night. They monitor people, visit stores, send messages, make calls, and review reports, yet real problems still slip through: which salesperson was slow to follow up, which store's sales dropped without early detection, which product was distributed but didn't sell, and which area looked busy but didn't convert to sales. This article explains how frontline supervisors can use AI Lobster to effectively monitor their teams, stores, and results, turning it into a practical management assistant.
赵波Lightning Warehouses Are a Tough Business, But Here's Why You Shouldn't Give Up
The article argues that lightning warehouses (instant retail warehouses) are a tough business due to high investment, intense competition, and operational challenges, but they remain viable because they solve real consumer pain points. Success hinges on refined operations, which can be broken down into a formula, two steps, and four fundamental skills.
张陈勇The Distributor Business: The More You Do It, the More Addictive It Gets!
While many distributors lament shrinking margins and tougher sales, Fang Fan, general manager of Guizhou Fangwangyuan Trading, has a different take: after 13 years, he finds the distributor business increasingly rewarding. Starting from scratch in Bijie, a fifth-tier city, he built a condiment trading company with annual sales exceeding 100 million yuan, maintaining nearly 30% growth for three consecutive years, with comprehensive loss rate below 1.2% and inventory turnover within 30 days.
张雨薇Exclusive Global Selection! 4000+ Curated New Products Debut, the Next Hit in Food & Beverage Innovation Is Here!
Stop searching for top products and hits in Japan, South Korea, Southeast Asia, Europe, and the US. For channel distributors, the essence of product selection is not about gambling on luck but finding certainty. How can you efficiently and precisely find high-quality, scarce global new product hits? From April 15-17 in Wuxi, the 2026 Foodaily Innovation Expo will bring together 4000+ global new product hits in one place. They come from two curated paths: the deep mining and selection by the Daily Innovation Research Institute (Foodaily Thinking) across 70+ global markets over the past year, and the Chinese innovation benchmarks selected by the iSEE Global Awards with world-class standards.
FoodailyHow FMCG Brands Can Regain Command with bC Integration
As the FMCG industry enters an era of oversupply, brands face the challenge of shifting from distribution-oriented to sell-through-oriented strategies to regain control over channels and terminals. At the CFC Forum held in Chengdu on March 17, Dong Wenbo, founder of Ronghui Data, delivered a keynote on how FMCG brands can use bC integration to reclaim command, sharing insights from his experience building Dongpeng Beverage's digital marketing system.
董文波Distributors Are Finding It Harder and Harder—At Least Half Are Driven by Anxiety
At the 11th CFC Conference in Chengdu from March 16-18, attendance surpassed 3,500, but the author felt deeply uneasy. A distributor, Gao Jingjing, expressed that dealers in her circle are universally anxious, constantly chasing new models and making hasty changes, leading to losses and more anxiety. The author reflects on the industry's role in amplifying this anxiety and urges dealers to calm down, think clearly, and consider a second battlefield in asset management.
陈思廷