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.
Related research and analysis
4620 articles · Page 34 of 193
Golden Seed Fuhéxiāng Upgrades: China Resources Beer Takes the First Step into the New World of Baijiu
On April 20, Guyu, Anhui Golden Seed Distillery held the brand renewal launch for Golden Seed Fuhéxiāng in Hefei. This marked the most significant meeting since China Resources' investment in Golden Seed nearly a year ago, signaling China Resources Beer's pivotal move into the baijiu new world.
New DistributionValue-Driven Long-Term Growth: How Blue Moon Creates a Win-Win Model
On April 18, Chnbrand, an authoritative Chinese brand rating agency, released the 2023 China Brand Power Index (C-BPI) rankings, with Blue Moon's laundry detergent and hand soap products ranking first for the 13th consecutive year (2011-2023). On April 20, at the 2023 China Consumer Goods Market Development Conference and the 31st China Market Commodity Sales Statistics Release Conference held in Beijing, Blue Moon's laundry detergent ranked first in market share for the 14th consecutive year (2009-2022), and its hand soap ranked first for the 11th consecutive year (2012-2022).
秦淮Fast Sell-Through, High Repurchase: Why Should Distributors Represent the Chinese Tea Brand Zhiben Qingrun?
In the trillion-yuan beverage market, tea drinks have achieved new breakthroughs. Data shows that in 2020, the largest segment of China's soft drink industry was packaged drinking water, holding a 37.64% market share, followed by ready-to-drink tea at 19.64%. The domestic tea beverage market is growing and is expected to reach 96.9 billion yuan by 2025. Despite downward pressure in 2022 due to the pandemic and raw material fluctuations, some brands performed well, such as China Resources C'estbon, which saw double-digit growth in revenue and net profit, with its Chinese tea brand Zhiben Qingrun also performing strongly in the market.
青山依旧The Essential Path to Channel Digitalization: bC Integration
At the parallel forum on 'bC Integration' during the 2023 (8th) China FMCG Innovation Conference on April 7, Liu Chunxiong, an expert in channel digitalization, advocate of new marketing, and dean of the Marketing Digitalization Research Institute, attended as a guest speaker. Liu, currently an associate professor at Zhengzhou University, has proposed a new marketing theory system through his works 'New Marketing', 'New Marketing 2.0: From Deep Distribution to Three-Dimensional Linkage', and 'New Marketing 3.0: bC Integrated Digital Transformation'. His theories such as 'All 4Ps are marketing', 'bC integrated operation', and 'three-dimensional linkage' have received widespread attention and recognition in the industry.
刘春雄Busy Signing at Baixiang's Booth at the Spring Sugar Fair: Why Are Distributors Choosing It?
With the growth of instant noodle market sales and the support of new consumer demands and diversified channels, brands are presented with new opportunities. The national brand Baixiang seized this opportunity by empowering distributors and consumers with youthful products, injecting new vitality into the promising Chinese instant noodle market. At the 108th China Sugar and Wine Fair, Baixiang's booth was crowded with distributors, and on-site signing was continuous.
青山依旧Meidong by Umei Group Takes the National Sugar & Wine Fair by Storm
At the 108th National Sugar & Wine Fair in Chengdu, Meidong, a brand under Umei Group, drew significant attention from distributors due to its natural, healthy positioning and innovative approach. The brand's success is attributed to its alignment with consumer trends, category upgrades, and mutually beneficial partnerships with distributors.
秦淮Channel Model Iteration from the Perspectives of Business and Operations
At the 2023 (8th) China FMCG Innovation Conference, Hai You, partner of New Distribution and expert in offline channel models, delivered a speech on channel model iteration. He analyzed the evolution of channel models from 1.0 to 6.0, emphasizing that the best model is the one that matches a company's own capabilities, and discussed operational upgrades such as efficiency, cost, scale, and consumer reach.
高级研究员 海游First Appearance at the Sugar and Wine Fair: Why Did vollgas Attract Tens of Thousands of Distributors?
In 2023, the beverage market has undergone new changes. Young consumers now demand health, functionality, social attributes, and self-pleasure from drinks, meaning beverages are no longer just for quenching thirst but have expanded into more segmented needs. This presents new opportunities for beverage brands. vollgas, making its debut at the 108th National Sugar and Wine Fair, attracted significant distributor attention with its electrolyte water and energy drinks, backed by a compelling brand story and strong product appeal.
青山依旧Traditional Models Face Challenges, FMCG Distributors Urgently Need Innovation and Change
2023 is an extremely important year for all daily chemical distributors, standing at a crossroads of development, facing new choices and challenges. Looking at the decades-long history of the daily chemical industry, both brands and distributors have adapted and grown within cycles, breaking through them, though some may have lost their way. The industry faces a hurdle every 10 years, where one must either achieve new heights or decline and exit amid the tide of change. Recently, many distributors have communicated with me about how to win the post-pandemic opening battle and achieve new rise. I have distilled three cautions and eight capabilities for distributor innovation and transformation.
程英奇Distributors: If You Don't Start B2B Soon, You Might Miss the Boat
The FMCG B2B sector has grown rapidly in recent years despite little media coverage, with many early B2B players becoming profitable and a number of regional distributors successfully transitioning to B2B. This is driven by mature software technology and accumulated experience, making it a certain trend for distributors to transform into supply chain companies.
赵波Returning to Offline: Outlets Need 'Targeted Therapy'
Zhu Xiaoqing recently discussed precise outlet distribution with a senior executive from a company's marketing management center. The executive reported that while outlet coverage met expectations, monthly activity rates fell short, especially for new SKUs, leading to outlet attrition. Zhu suggested a 'targeted therapy' approach, matching new products to appropriate outlets to maximize economic benefits.
高级研究员 海游How FMCG Brands Can Win in the Digital Era
A market survey for an FMCG brand revealed a key contradiction: brands want distributors to stock more, expand outlets, and boost sell-through, but distributors are often uncooperative due to capital constraints, especially during peak seasons. Digital supply chain finance is emerging as a solution, as highlighted at the 2023 Digital Supply Chain Finance Brand Summit, where industry experts discussed how tools like MYbank's 'Dayan System' can help brands and distributors overcome funding challenges and drive growth.
AsherWill the 'Price Inversion Wave' in Baijiu Recede, Starting in 2023?
How to maintain price rigidity for leading products and uphold brand image is the core challenge for liquor enterprises in 2023. In 2022, 'price inversion' became a frequent term in the baijiu industry. After the Spring Festival peak season, a brief 'good start' seemed to signal recovery, but high inventory remains a problem for distributors, and price inversion persists. Yunjiu Toutiao surveyed multiple markets to understand the latest conditions.
云酒Returning to Offline: Display Must Be Sales-Driven!
During the three years of the pandemic, the FMCG industry saw two major changes: first, the uncertainty of lockdowns led to a focus on orders, delivery, and inventory pressure, neglecting basic market actions like display and merchandising; second, the boom of community group buying and B2B, especially in 2021, made many practitioners feel the industry was changing, leading to a rejection of basic actions. This year, the primary task for FMCG manufacturers is to correct course and return to the basics, with display being a key skill.
高级研究员 海游90% of Distributors: All Business Management Should Center on Sell-Through
The statement that 90% of daily chemical distributors should center all business management on sell-through was proposed at a brand's distributor annual meeting. It applies not only to daily chemicals but also to condiments, snacks, and beverages. In the past, distributors made money by securing good brands and growing with them, but now profits are harder to come by: top-tier brands offer volume but no profit, while non-top-tier brands offer gross margins but no sales. To survive and thrive, distributors must either excel at store distribution or store sell-through.
袁来Which Type of Distributor Will Win the Competition in the Next 10 Years?
Due to the nature of my work, I often communicate with various people in the industry. People frequently ask: 'What's new? Share something!' or 'What do you think of that model?' The industry is changing, the world is changing, and new things are emerging one after another. It's normal to feel anxious, and it's important to understand new things, but over a longer time scale, the ones who truly win the competition in the next 5 to 10 years are not those who chase new things. So, who will win in the next 10 years? How should we respond to this ever-changing world? The following three aspects are crucial.
任文青AndyCollection Stores Become a New Growth Driver? White-Label Food Finally Gets Its Due
Every major channel change presents a new opportunity for traffic shifts in the leisure snack industry. From offline KA supermarkets represented by Walmart, to online e-commerce channels, and from brand specialty stores to snack discount stores, channels are continuously evolving, gradually returning to the commercial essence of leisure food—cost-effectiveness. New Distribution read a research report by Huachuang Securities, 'More, Faster, Better, Cheaper: The Rise and Breakthrough of Snack Discount Stores.' The report mainly introduces snack discount stores as a high-cost-performance brand chain format, directly supplied by manufacturers, bypassing distributor markups, thereby lowering product prices to attract consumers.
怜舟If Key Members Can't Be Retained, Distributors Can't Grow!
A recent study of distributor team building reveals that retaining key staff is far harder for distributors than for brands, due to both subjective perceptions and objective lack of HR structures. This article defines key members, analyzes five types of 'harm' bosses inflict, and offers two retention methods: boosting sales through knowledge, skills, attitude, and follow-up, and diversifying incentives beyond traditional socializing.
高级研究员 海游The Crisis and Opportunity for Distributors!
In the past two months, while visiting the market and communicating with many distributors, the business situation shows a clear polarization. Some distributors are optimistic, with clear development directions and plans, and their business is improving. However, the majority feel that business is becoming more difficult and have a strong sense of crisis. Why does this phenomenon occur? Is it because the former's business is smooth sailing, or is the latter's market too poor? There are differences in different regional markets, but overall, the trend of market changes is converging...
周群Why Most Sodas at the Spring Sugar Fair Won't Sell Well?
Most soda brands fail because they lack marketing capability despite having production capacity. The key to success is providing an irresistible reason to buy and designing an effective marketing plan around it, as exemplified by Da Yao's focus on the dining channel.
赵波Deepening Channel Roots: Genki Forest's Humble Transformation
In early 2023, media reports highlighted Genki Forest's distributor channel issues, prompting New Distribution to conduct market research. A Genki Forest distributor told New Distribution, "Old Tang is changing, very sincerely." Since its explosive debut, the young brand and its founder Tang Binsen have been media focal points, with discussions centered on marketing tactics and hit products. However, the past two years have seen a shift: the 2021 freezer war and joint crackdown by giants, and in 2022, channel crossing and price chaos, lowered targets, and team restructuring. Now, Genki Forest is actively adjusting its approach, focusing on traditional channel depth distribution to compete with beverage giants.
任文青AndyFMCG: Offline Channels Remain the Top Priority
A widely shared social media post declared '2022: Back to offline! 2023: Back to growth!' and urged eliminating all non-growth habits, products, and channels. For FMCG, offline still accounts for over 70% of business, and companies that ignore this will never grow big. The key is to focus on product competitiveness, channel competitiveness, and consumer competitiveness, with channels being the crucial bridge.
高级研究员 海游Why Regional Distributors Can Thrive While Regional Dealers Are Doomed?
Traditional regional dealers face enormous survival challenges due to stagnant market growth, rising costs, and channel disruption. The inevitable solution is to transform into regional digital platform operators (B2b), leveraging digital tools and operational efficiency to achieve profitable growth.
常波Advancing Traditional Deep Distribution: Building an Integrated Circle and Channel Relationship
Why build an integrated circle and channel relationship? Because the business environment has changed. Most liquor industry marketing models rely on traditional deep distribution, but now we need to build a circle-based deep distribution model around users, which is the integration of circles and channels, i.e., B2C integrated operations. First, look at traffic: online traffic comes from platform influencers and streamers, often one-time, and its logic cannot be replicated. Offline traffic comes from social relationships, where life and business circles largely overlap.
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