NEW DISTRIBUTION RESEARCH TOPIC
How can distributors keep growing across fragmented channels?
Front-line analysis of product selection, organization, channel strategy, profit models, and business transformation for FMCG distributors.
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4620 articles · Page 26 of 193
Lai Yifen: Attack and Defense in the New Economic Cycle
From March 14 to 16, the 9th China FMCG Innovation Conference with the theme 'Supply Chain Revolution' was held in Chengdu. During the conference, over a hundred speakers and more than two thousand manufacturer representatives and FMCG professionals from across the country explored how distributors and brand owners can seek growth in the current environment. Among them, Mr. Zhao Hanli, Vice President of Lai Yifen, delivered a significant sharing session titled 'Lai Yifen: Attack and Defense in the New Economic Cycle', which sparked lively discussions among the attendees. New Distribution specially reports on the highlights for our readers.
赵汉利Why Is “Five-Code Integration” the Infrastructure for FMCG Channel Digitalization?
Liu Chunxiong comments: 1. Codes are the most convenient way to connect channel customers and end users. 2. The “five codes” evolved from baijiu: inner cap code, outer cap code, inner box code, outer box code, and pallet code. For FMCG companies, these can be understood as user C code, promotion code, terminal b code, distributor B code, and logistics code. All five channel objects are within the codes. 3. “Five-code integration,” also called “five-code association,” establishes a logical chain among all channel members at once, making channel relationships transparent and simplifying full-chain digitalization.
潘洪玉&林德燊Zhao Bo of New Distribution: Why Low-Price Retail Will Spell Doom for the Entire FMCG Supply Chain?
The article explains the underlying logic of sluggish consumption, attributing it to real estate asset de-leveraging and pessimistic expectations. It argues that low-price retail strategies, especially by traffic giants like Douyin, will squeeze profits across the entire FMCG supply chain, hinder brand innovation, and ultimately lead to industry ruin. The article also discusses the necessity of supply chain optimization in mature markets and the need for brands to adapt to sophisticated consumers.
赵波A Disruptive Channel Model Innovation: How It Is Shaking Up the Dairy and Beverage Industry?
The FMCG industry is becoming increasingly competitive. According to the '2022-2023 China FMCG Distributor Operating Conditions Survey Report' released by New Distribution, 60.6% of distributors reported a decrease in revenue compared to the first half of last year, with 31.9% seeing a decline of over 20%; 51.7% reported a decrease in profits, with 16.9% experiencing a reduction of more than 20%. In this context, a disruptive channel model innovation is emerging in the dairy and beverage industry, offering a new way forward for distributors.
李雷Jiapin Yunshi Achieves Annual Sales of 1 Billion in 6 Years: What Did They Do Right?
In six years, Xi'an Jiapin Yunshi reached annual sales of 1 billion yuan. At the 9th China FMCG Innovation Conference, founder Fan Qi shared the company's journey, emphasizing that choosing the right path is more important than doing things right, and highlighting the importance of determination, patience, and perseverance.
樊奇Exclusive Insight | New Distribution Yuan Lai: Urban X Trade Circulation Business Development Model
At the 9th China FMCG Innovation Conference held in Chengdu on March 14, Yuan Lai, Chief Content Officer of New Distribution, released an exclusive industry insight titled "Urban X Trade Circulation Business Development Model" at the 2nd China FMCG Distributor Conference on March 16. The speech outlines the evolution of distributor business models, from brand-oriented to category- and retail-oriented, and proposes a development path model with five stages, emphasizing the shift from distributor to urban trade circulation enterprise.
袁来Channel Coverage Models Evolve from 'Horse-drawn Carriage' to 'Automobile' – How to Effectively Activate Distributors?
Using the analogy of treating a pimple, the article explains that brand owners should address the root cause of distributor inefficiency by redesigning channel coverage models rather than applying temporary fixes. It traces the evolution of six channel coverage models and provides a framework for optimizing distributor systems, including selecting the right distributors, defining roles, and implementing operational SOPs.
高级研究员 海游POSM Visual Strategy: The Next Competitive Frontier in Snack Foods
At the 9th China FMCG Innovation Conference held in Chengdu from March 14 to 16, themed 'Supply Chain Revolution,' He Luyi, co-founder and CEO of New Can Factory, delivered a keynote on POSM visual strategy as the next competitive battleground for snack foods. Her insights sparked lively discussions among manufacturers and distributors on how to enhance offline sales through effective POSM design.
何璐伊Tong Xuewei of Liangduoduo: Survival and Entrepreneurship Principles for Distributors in Winter
Everyone loves spring and its stories of growth and prosperity. For most distributors who have thrived in spring, today may be their first 'winter' in business. Tong Xuewei, founder of Liangduoduo Liquor, believes that winter is not scary; many great companies were either born or rose during winter. The key lies in discovering and following the principles of product selection and entrepreneurship in winter.
童学伟Three Squirrels Founder Leads Executives on Intensive Dealer Visits: What Signal Does It Send?
The video account of "Squirrel Dad Zhang Liaoyuan" recently updated with three market research VLOGs, drawing industry attention. From March 18-22, founder Zhang Liaoyuan led senior executives on a field trip to visit dealers in the lower-tier markets at the junction of Anhui, Jiangsu, Shandong, and Henan, inspecting product sell-through, categories, displays, and pricing, while listening to frontline feedback. This move signals a strategic focus on distribution channels and the 'high-end cost-performance' route.
草树5 Key Factors for Successfully Upgrading to a Platform-Based Distributor
In recent years, the transformation of distributors into platform-based models has become a hot topic in the FMCG distribution sector. Traditional distributors face squeezed profit margins and shrinking opportunities, making transformation urgent. At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Mr. Cai Zhicheng, founder of Laiken Information Technology, shared his insights on the five key factors for successfully upgrading to a platform-based distributor, sparking lively discussions among attendees.
蔡志成Leyuan Health: Dual-Wheel Drive Strategy Amid FMCG Distribution Model Transformation
According to incomplete statistics, private labels account for only about 7% in China, indicating significant growth potential. We believe that in 3-5 years, this will be a rapid growth phase. This year, we have incorporated ODM as a strategic supplement to our overall business direction, complementing and promoting our branded products. Zheng Tongjian, Vice President and General Manager of Marketing Center at Leyuan Health, said this in an interview with New Distribution. ODM involves providing customized product development and production services for large retailers, channel partners, or brand owners.
冯瑶How Will the Next Generation of Distributors Achieve Growth?
“This year is the worst year of the past decade, but it may be the best year of the next decade.” In recent years, consumption structure has changed, demographic dividends have disappeared, and the consumer market has entered an era of shrinking volume. In the past, distributors could achieve business growth by representing major brands, but that path is no longer viable. The cake is no longer growing, yet more people are competing for it. Facing long-term supply chain transformation, how should FMCG distributors understand and respond? On March 15, 2024, Zhoupu Data and New Distribution co-hosted the “Next Generation Distributors” closed-door seminar in Chengdu.
周震Lu Xiuqiong: Navigating Cycles, Accelerating Omnichannel Growth
After a decade of rapid growth, FMCG companies face new challenges as investors tighten funds and once-brilliant brands struggle. At the 9th China FMCG Innovation Conference themed 'Supply Chain Revolution' held in Chengdu from March 14-16, Lu Xiuqiong, Global Expert Partner at Bain & Company, shared insights on 'Navigating Cycles, Accelerating Omnichannel Growth,' sparking lively discussions among attendees.
鲁秀琼Differentiation and Restructuring: How Can Distributors Fight Back?
At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Zheng Guangxian, Chairman of 1919 Digital Business Group, delivered a keynote speech titled "Differentiation and Restructuring: How Can Distributors Fight Back?" He emphasized that true digitalization must move from inventory management to integrating people, goods, and scenes, and advocated for transforming existing channels and stock rather than rebuilding, using platforms like 1919 Kuaihe to empower terminal stores.
郑广先Contrary to Trout's View: Qinghua Lang's Momentum Strategy Has Gone Astray
In 2017, Langjiu Group repositioned Qinghua Lang as 'one of China's two major sauce-flavor baijiu', launching a high-end strategy. Despite massive advertising and price hikes, the brand has faced price inversion and inventory issues due to insufficient brand momentum, allowing rival Xijiu to catch up in the sub-high-end market.
王小博、李相如Ren Wenqing: Hard Discount is the Surface, the Essence is the Transformation of FMCG Distribution Models
At the 9th China FMCG Innovation Conference held in Chengdu from March 14-16, Ren Wenqing, COO of New Distribution and chief editor of the China Snack Hard Discount White Paper, delivered a keynote speech on March 15 at the 2nd China FMCG Hard Discount Conference, titled 'Through Hard Discount, Looking at the Transformation of FMCG Distribution Models and Its Impact'. He argued that hard discount is not just a retail phenomenon but a systemic change in the FMCG distribution model, driven by macroeconomic and industrial chain changes, and that the industry is transitioning from an old order to a new one.
任文青AndyGood Products Attract Good Partners: The Mutual Commitment Between Xiangpiaopiao and Distributors Under Long-Termism
In the fully competitive beverage industry, distributors are more concerned with finding products that ensure long-term profitability than with a lack of options. At the 110th Spring Sugar and Wine Fair, Xiangpiaopiao's Meco cup fruit tea and Lanfangyuan frozen lemon tea stood out for their consistent quality, brand reputation, and channel policies, earning recognition from both new and existing distributors and forging a new brand-distributor partnership.
青山依旧Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective
Growth is an unavoidable topic for companies and distributors seeking development, and discussions have intensified in recent years. From March 14 to 16, the 9th China FMCG Innovation Conference, themed 'Supply Chain Revolution,' was held in Chengdu. During the conference, over 100 speakers and more than 2,000 manufacturer representatives and FMCG professionals from across the country explored how distributors and brands can pursue growth in the current environment. Among them, Mr. Li Zheng, Vice President of Zhoupu Data, delivered a keynote speech titled 'Data-Driven Empowerment: Digital Transformation from a Collaborative Perspective' at the main forum, sparking lively discussions among manufacturers and distributors.
李正A Dark Horse Emerges in the Health Industry: Xunlong Energy Shines at Spring Sugar with 'Mushroom Nutrition'
As a major professional exhibition in the industry, the Sugar and Wine Fair is hailed as the 'barometer' of China's food industry. Many exhibitors engage in idea exchange and resource integration, seeking new development opportunities. Xunlong Energy is no exception. This year, Xunlong Energy unveiled new products at the Chengdu Spring Sugar and Wine Fair, attracting significant attention from distributors and consumers, and once again became one of the most talked-about brands. With mushroom nutrition at its core and a philosophy of natural health, Xunlong Energy, born amid the new consumption wave, is entering the view of distributors and consumers nationwide, becoming a synonym for health and vitality in the beverage industry.
孟云Industry Exclusive | White Paper on Cost Reduction and Efficiency Enhancement in Warehouse and Distribution Logistics for Chinese FMCG Distributors
Distributors with business scale exceeding 50 million yuan often fail to achieve sustained growth due to management issues, with warehouse and distribution management being the most critical aspect after core business operations. Although warehouse and distribution logistics account for the highest proportion of operating costs for distributors, they spend minimal time optimizing and refining it. In the future, the number of distributors in a city will decrease while their scale will increase, making multi-SKU and multi-category management essential, with warehouse and distribution efficiency as a key indicator of operational performance. Based on this, New Distribution, in collaboration with BEST Supply Chain, has launched the industry's first white paper on cost reduction and efficiency enhancement in warehouse and distribution logistics for FMCG distributors, covering approximately 300 small, medium, and large distributors nationwide.
袁来Best-selling for Nearly Two Decades: What's the Secret Behind Mingren Soda Water's Long-lasting Success?
The National Sugar and Wine Fair, hailed as the industry's weather vane, recently concluded with 6,600 exhibitors and over 300,000 products on display, presenting significant opportunities for beverage companies. In recent years, besides the popular sparkling water and pure tea drinks, health-oriented products like soda water have gained traction. Among them, Mingren Soda Water, the industry leader, has been particularly successful, continuously innovating in channels, products, and systems, extending its quality chain to suppliers and distributors to drive collective improvement across the industry chain. At this year's fair, Mingren Soda Water showcased its new products, including the Rijiajian and Danyang series, to exhibitors and visitors from across the country.
月河Zhibaishuo's Major New Launch | The Coconut Juice "Top Student" Is None Other Than You!
In the vibrant month of March, the drums of war resound! A major new star product makes a fresh debut! Coconut juice 1.25L arrives with the spring breeze, refreshingly! Upon its release, it sparked a frenzy of stock grabbing, quickly drawing widespread industry attention and winning the hearts of many distributors. Zhibaishuo successfully fired the "first shot" of its launch communication with the product slogan "For refreshing good coconut juice, choose the first press." This new coconut juice launch further highlights the healthy and fresh attributes of "first press and imported ingredients," ensuring quality from the source and making an immediate splash upon release. This fresh coconut breeze is precisely a precise boost behind the insight into consumers' health trends!
孟云Major Release | 2023-2024 China FMCG Distributor Warehouse and Distribution Logistics Survey Report
From March 14-16, 2024, the 9th China FMCG Innovation Conference, the 2nd China FMCG Hard Discount Conference, and the 2nd China FMCG Distributor Conference were grandly held in Chengdu. At the 2nd Distributor Conference, Li Wenjun, partner of New Distribution Research and Consulting, provided an in-depth interpretation of the "2023 China FMCG Distributor Warehouse and Distribution Logistics Survey Report." This report, which took three months to compile, is a joint industry-exclusive study by New Distribution and Best Supply Chain, and serves as the essence of the "2023 China FMCG Distributor Warehouse and Distribution Logistics Cost Reduction and Efficiency Improvement White Paper."
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