NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 13 of 196
Trends in the Transformation of the Zero-Supply System in the New Consumption Cycle
China's FMCG industry is undergoing a profound channel transformation and value reconstruction. Against the backdrop of shifting from incremental to stock market growth, consumer behavior preferences, supply chain efficiency improvements, and offline business format innovation have become industry focal points. Distributors, brands, and retail channels are seeking positioning and breakthroughs in the new cycle. At the 5th China FMCG Retail Innovation Conference on August 20, Pan Jinju, partner of Kuanzhai Ventures, provided an in-depth analysis of the cyclical characteristics, competitive environment, and future trends of China's consumer market from an investment perspective. The following is her speech (partially abridged), compiled by New Distribution for readers.
潘金菊Heritage and Disruption: The Underlying Logic of 'Shuangjiu', the Pioneer of Sparkling Huangjiu
China's alcoholic beverage market is undergoing profound transformation, with consumption driving economic growth and drinking scenarios shifting from social obligation to personal enjoyment. In this context, Kuai Ji Shan, a traditional Huangjiu producer, launched 'Shuangjiu', a sparkling Huangjiu targeting younger consumers, blending heritage with innovation to revitalize the category.
杨刚From 'Seeding' to 'Tree Planting': Manxiaobao's Path to Sustainable Growth
At the 7th China FMCG Conference held in Shanghai from August 19-21, Manxiaobao CEO Ms. Zeng Cheng shared insights on sustainable growth, transitioning from 'seeding' (initial product buzz) to 'tree planting' (building a lasting brand). Despite market challenges of rising sales but falling prices, the five-year-old instant food brand achieved 20% year-on-year growth in the first half of 2025, driven by a consumer-centric approach across product, communication, and channels.
曾程Genki Forest's Overseas Journey: Planting Asian Fruit Flavors on Global Shelves
At the 7th China FMCG Conference's overseas expansion forum, Wang Pu, Party Secretary and co-founder of Genki Forest, shared a story about a Costa Rican young man who chased his favorite sparkling water from New Jersey to Florida and brought it back to Costa Rica, illustrating the brand's initial motivation for going global. With 20 years in media and having accompanied Genki Forest from zero to one, Wang Pu detailed the brand's six-year journey, including pitfalls, strategies, and cultural commitment.
王璞Diaoyutai Liquor Night: Breaking Through with Culture, Brewing in Tune with the Times
The baijiu industry is undergoing structural transformation, with traditional channels facing intense competition, price transparency, and high inventory, creating a typical 'red ocean dilemma.' Meanwhile, consumption shifts among younger generations toward lower-alcohol and craft beers, with 'drink less, drink better' becoming mainstream, pressuring traditional liquor companies. Against this backdrop, Diaoyutai Liquor, a leading sauce-flavor baijiu brand, leverages culture and cross-industry marketing to forge new growth paths through agile, targeted efforts.
赵胜男Beyond Store Revamps: The Retail Industry Needs 'Category Management'
Amid deep transformation in the retail industry, 'store revamps' have become a hot topic. Facing sluggish consumption, intensifying competition, and channel fragmentation, relying solely on low prices and imitation is no longer sustainable. How to navigate cycles through retail technology, product strength, and operational methods is a shared concern. On August 20, at the 5th China FMCG Retail Innovation Conference, Zhang Zhiqiang, a 30-year retail veteran, co-author of 'Category Management', and founder of Yuanzhi Category Management, used his practice and insights on 'category management' to systematically explain the core issues retailers should focus on beyond store revamps.
张智强Winning the Mind-Share War: Forging Brand Moat in the Era of Shrinking Volume
In the era of shrinking volume, both brands and channels will further consolidate, and there will be more opportunities in niche tracks. Regardless of the economy, the top 3 companies will fare better, as per industry rules. On August 19, 2025, at the main forum of the 7th China FMCG Conference hosted by New Distribution, Ms. Ruan Penghua, partner and vice president of Xinchao Media Group, delivered a speech titled "Winning the Mind-Share War: Forging Brand Moat in the Era of Shrinking Volume." Ruan Penghua, centering on the conference theme of "New Supply, New Demand," deeply analyzed the internal logic of consumption patterns, media transformation, and brand evolution, resonating with over 2,000 FMCG practitioners on site.
阮鹏华Scenes Carry Their Own Viral Genes
At the 7th China FMCG Conference held in Shanghai from August 19-21, Professor Liu Chunxiong of Zhengzhou University delivered a keynote speech titled 'Scenes Carry Their Own Viral Genes.' He argued that in the internet era, traditional saturation advertising is no longer effective, and brands must instead leverage user-generated content (UGC) triggered by scenes to achieve viral saturation attacks.
刘春雄Deep Transformation of People, Goods, and Places Revitalizes Classic Condiment Brands with New Offline Growth Momentum
In the era of shrinking volume, where competition for existing market share intensifies and traffic dividends fade, how can brands find growth breakthroughs? Knorr, a classic representative of the condiment category, has demonstrated strong omnichannel growth momentum in recent years. This article explores how Knorr has found new growth solutions in the shrinking era by reconstructing the logic of 'people, goods, and places.' On August 19, at the main forum of the 7th China FMCG Conference held in Shanghai, Hu Lerong, National Retail Sales Director of Unilever Knorr, delivered a keynote speech titled 'Deep Transformation of People, Goods, and Places: Revitalizing Classic Condiment Brands with New Offline Growth Momentum,' sharing Knorr's deep transformations in channels, products, marketing, and organization, providing new ideas for brand development.
胡乐融The Snack Track 'Changes the Weather': An Infinite War Begins
The snack industry seems to have 'changed the weather'. Recently, several retail giants released their first-half 2025 performance forecasts: Lai Yifen turned from profit to loss; Liangpin Shop's losses widened further, reaching a point of selling out; Qiaqia Food's net profit fell by over 70% year-on-year. Facing continued slowdowns, former snack giants cite intensified competition, channel transformation difficulties, and changing consumer demands. Meanwhile, new players are rising across the board, with Wanchen Group and Mingming Henmang achieving record revenues and surpassing 10,000 stores.
伯虎团队Big Brands Can't Find Distributors, While Small Brands Quietly Take Market Share
A regional manager from a major FMCG company lamented that low entry barriers have allowed third- and fourth-tier brands to erode sales of leading brands, leading to sluggish growth in dairy, beer, and beverages. The rise of regional small brands has exacerbated the challenges for big brands, which are losing ground in both distribution and promotion.
金名The Great Retreat of Instant Beverages
Xiangpiaopiao milk tea, Weiwei soy milk, and South Black Sesame Paste, once iconic national brands, are facing a collective crisis. The main reason for declining sales is not any single brand but the common problems of instant products. Originally transitional products from an era of insufficient supply, they are being abandoned as consumers now have better and more abundant options. The era is discarding instant beverages without even a goodbye.
陈晓京The Next Stop for Non-Alcoholic Beverages: The 'Emotional Value' Track
The global beverage industry is witnessing a significant trend shift: the non-alcoholic and low-alcohol beverage market is experiencing an unprecedented wave of growth. Industry data shows that this category has entered a so-called 'transformative growth period,' with its development speed clearly surpassing traditional alcoholic beverages. Behind this phenomenon lies not only the enhancement of people's health awareness but also a re-recognition and expectation of the 'functional' value of beverages. Today's consumers are no longer satisfied with simple alcohol substitutes; they hope to obtain new beverages that can precisely replicate or even optimize the functions of alcoholic drinks in relaxation, social facilitation, and mood enhancement.
Rachel ArthurPrice Subsidies, Traffic Monopoly, Channel Involution? Don't Fear Instant Retail, Brands!
Any new thing is like throwing a stone into a lake—some see ripples and run away; others crouch down to study the water's patterns. Instant retail is such a 'stone': it disrupts the calm of traditional retail but also creates new opportunities. Brands standing on the shore shouldn't worry about 'whether to touch the water' but 'how to swim without drowning' or 'how to swim farther.' In an era of shrinking volumes, facing the trend dividend of instant retail, is it a windfall or a trap? Should brands embrace it? The author shares some thoughts...
邢仁宝Distributor Efficiency and Consumer Recognition: How Yangmu Dairy's Omnichannel 'Two-Way Empowerment' Reshapes the Goat Milk Ecosystem
In the goat milk industry's special development stage of 'high growth, low concentration', channel construction is becoming the key to breaking through. Euromonitor International data shows that in 2024, China's goat milk market reached 123.7 billion yuan, with a compound annual growth rate of 18.6%, but the industry CR5 (top five companies' market share) is only 37%. The deep contradictions during the industry transformation highlight the decisive role of channel networks in shaping the industry landscape—when companies use omnichannel coverage to turn products from 'scarce goods' into 'daily consumer goods', they can not only reduce distributors' market development costs by over 30% but also build competitive barriers through collaborative efficiency. In this channel revolution, Yangmu Dairy's practice provides a typical model for the industry.
何卉纭Net Profit 7.6 Billion, Tea Drinks Resurgent: The Growth Logic in Nongfu Spring's Financial Report
On August 26, Nongfu Spring released its 2025 interim results announcement. The financial report shows that the company achieved revenue of RMB 25.622 billion in the first half of the year, a year-on-year increase of 15.6%; net profit was RMB 7.622 billion, up 22.1% year-on-year. Against the backdrop of a pressured overall market environment, such results are undoubtedly outstanding. By business segment, packaged water revenue was RMB 9.44 billion, up 10.7% year-on-year, accounting for 36.9% of total revenue; the tea beverage business achieved revenue of RMB 10.089 billion, a sharp year-on-year increase of 19.7%...
New Distribution8 Hunan Natives Prop Up Half of China's Food Industry
Hunan's spirit of 'enduring hardship and daring to act' has carved an impressive territory in China's snack food landscape, with Hunan-based brands dominating the national snack rankings and contributing a third of the country's leisure food output. This article profiles eight iconic Hunan entrepreneurs and their brands, from Salted Plum Shop to Jiu Gui Jiu, illustrating how local flavors and tenacity built a thriving industry.
漾晴Is Private Label a 'Trap'?
As platform flash sales, instant retail, and private domain livestreamers divert foot traffic from physical stores with extreme efficiency, physical supermarkets are realizing the importance of building their own moats. Standardizing fresh produce, making processed categories night-market style, and personalizing industrial products have become the focus of store renovations. Meanwhile, Aldi, with a scale of 2 billion yuan, ranks 61st in the 2024 China Supermarket Ranking but is undeniably the industry's top benchmark, thanks to its strong private label development capabilities. Every single product from Pangdonglai that sells hundreds of millions of units can revive a mid-sized listed company.
零售荆言"Life-oriented" Marketing: From Functional Selling to Meaning Co-creation
This article discusses the shift from traditional consumer-oriented marketing to a "life-oriented" approach, which focuses on understanding people's daily lives, emotional conflicts, and non-consumption behaviors. It proposes a three-dimensional framework for "life-oriented insight" and illustrates its application through case studies of a maternal-infant refrigerator and LABUBU, emphasizing the move from functional selling to meaning co-creation.
胡志刚Will Snack Collection Stores in County Towns Be Eliminated?
Despite some brands still pursuing the '10,000-store' label, whether snack collection stores are a good business remains questionable, especially in the vast lower-tier market. Recently, Beige, who opened a snack collection store in his hometown in Anhui, has closed the store and plans to return to being an employee after a short rest. Beige, a member of a county town, worked at an internet company for years and, after saving some money, noticed the snack collection store business was 'trendy.' After research, he decided to franchise a snack collection store in his hometown. For Beige...
听筒Tech工作室42 Days, 28,573 Words: A Concise Content Marketing Framework
Marketing has entered the content era, where content replaces advertising as the central carrier of brand building. This article outlines three major challenges in content marketing—communication effectiveness, brand building, and production efficiency—and proposes a framework based on 'scenario + tags' to build a content bank, drive IP and UGC, and structure content into four types: scenario-driven demand creation, product experience, sales conversion, and brand resonance.
空手Traditional FMCG Giants Bet on Ice Cups: Some Call It an 'Addictive' Business?
In 2025, the ice cup market has become more dynamic, with giants like Yili, Mengniu, and Nongfu Spring entering the fray. While pure water ice cups and flavored ice cups are diverging into two tracks, new brands are innovating with flavors and shapes, and the business is seen as potentially 'addictive' due to changing consumer habits.
FBIFMingren Soda Water's Dual-Scenario Growth Strategy
Mingren built growth around two concrete consumption occasions—Chinese banquet drinking and spicy dining—then connected product design, distributor networks, store activation, and social content around each one.
New DistributionScenario: From Advertising to Content
Scenario marketing has long been practiced, but traditional hard ads often fail to deeply engage consumers. By examining cases like Didi and Xiaohongshu, this article argues that effective scenario marketing should occur in real consumer scenarios, using content to simulate scenarios and guide consumer perception, as illustrated by the contrasting approaches of Yanzhiwu and Dong-E E-Jiao.
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