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 48 of 193
Four Capabilities Distributors Need to Develop Quickly in the Current Environment
Regardless of how the model changes, a distributor needs four basic capabilities to do business well: 1. Coverage of local retail outlets, 2. Service capability for market terminals, 3. Consumer marketing capability, and 4. Supply chain management capability. However, these capabilities share a common characteristic: all actions revolve around the 'retail store' scenario, a model of 'goods not moving, people moving.' No matter how many types of channels exist, the distributor's sales model is relatively simple. In summary, it comes down to eight words: outlets, visits, displays, sales promotion, orders, warehousing, logistics, and finance.
赵波How Should Distributors Sell Online Influencer Brands Offline?
Distributors may have noticed that while online influencer brands are emerging rapidly, few major brands have launched successful new products offline in recent years. This article discusses why distributors should consider selling influencer brands, how to find and select them, and strategies for selling them offline while addressing potential challenges.
赵波Niulanshan 'Kuishenghao·Zunxi' Makes a Stunning Debut, Opening a New Chapter in the 'Thousand-Yuan Era' of Erguotou!
This is not just a new product launch, but a breakthrough move by Niulanshan to find new momentum for high-quality development in the post-ten-billion era, and a milestone action for the Erguotou category to break into the thousand-yuan high-end market. On May 31, the 'Beijing Flavor Fine Wine New Heights - Niulanshan Kuishenghao New Product Launch' was held at the China World Hotel in Beijing, with the Kuishenghao Zunxi new product priced above one thousand yuan, marking the birth of a new benchmark for the value of the Erguotou category. Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan, renowned performing artist Wang Gang, well-known cultural scholar Liu Yida, and liquor marketing expert Chai Jun attended the event.
New DistributionThree Digital Maps: Panorama, Roadmap, and Operations Map—Not One Can Be Missing
【Digital Practice Driving Business Growth: First Lesson】 is a comprehensive digital training course for CDOs, CIOs, digital directors, digital offices, and digital teams. It will propose a comprehensive digital blueprint (big, medium, and small maps), organize study tours to observe digital super benchmarks, share three benchmark cases, interpret six digital system modules, and provide a workshop for digital implementation practice. This summer, let us light the way for you, see the direction of digitalization clearly, and guide you step by step in drawing your own digital map!
刘春雄Distributors Won't Be Eliminated, but Those Who Refuse to Change Certainly Will!
Recently, chatting with several distributor friends, everyone shared a common feeling: business is tough! On one hand, internal operating costs are rising; on the other, traditional e-commerce, community group buying, and B2B are increasingly impacting traditional business. Amidst internal and external pressures, distributors are questioning whether their business will be wiped out by new retail models and whether it's still worth pursuing.
君子不器Deep Distribution Has Peaked: How to Solve the 'Someone Buys' Problem Next?
China's past marketing was driven by brands and channels, solving the 2C problem of 'someone buys' and the 2B problem of 'someone sells' respectively. However, deep distribution has hit its ceiling, and the logic of 'if someone sells, someone will buy' is failing. The new approach is BC integrated operations, using 2C as a lever to solve 2B problems, with core elements of BC association and dual private domain operations.
刘春雄The Transformation of a Second-Generation Distributor: From Taking Over in Adversity to Building His Own Brand, How Did He Break Through and Rise?
When it comes to succession, most second-generation distributors take over a family business that is already well-established, with parents hoping to pass on their hard-earned legacy. Unlike the second-generation distributors previously reported by New Distribution, Chen Zhenyu took over the family business without strong resource support, and even faced real operational difficulties within the first 1-2 years, making it hard to get through. Essentially, he is a "second-generation distributor" forced by circumstances, from resistance to interest and research to re-entrepreneurship. His experience and thinking may offer inspiration to many distributors still in confusion.
澄韵Post-90s, Second-Generation Distributors Enter the 'Succession Wave'!
At the recently concluded China FMCG Channel Innovation Conference's 'Trade and Distribution Forum', an interesting phenomenon was observed: half of the distributors sharing on stage were young people, and nearly half of the audience were young faces. This suggests that a large wave of post-90s distributors are gradually stepping onto the stage of trade and distribution, becoming the main players in the business, with many being second-generation successors.
周群Community Group Buying: Neither Rejection nor Embrace Is the Best Choice!
Many friends have privately asked me about how to operate community group buying, but I declined to answer, partly because I don't understand it well enough to avoid misleading others, and partly because I'm not optimistic about it, so I see no need for in-depth research. Having recently had extensive contact with brand owners and distributors, I'd like to share their views on community group buying.
高级研究员 海游China's Three Milk Wars
In May 1950, a propaganda vehicle converted from an old car appeared on the streets of Shanghai, with the words 'Guangming Arrives' and a torch-shaped trademark on the front. A female comrade holding Guangming promotional materials stood on the vehicle, broadcasting slogans along the way: 'State-owned factories are the people's factories; please consume your own factory's products.' This newly launched 'Guangming' brand was both politically correct and had weathered many hardships. Three months before the propaganda vehicle took to the streets, the Kuomintang Air Force conducted indiscriminate bombing of Shanghai, severely damaging civilian facilities including Yangshupu Power Plant and Zhabei Water and Electricity Company, causing widespread power outages in the urban area. At that time, the Xinhua Egg Products Factory in Hongkou had a large amount of cold drink inventory at risk of being scrapped.
李墨天In-Depth: 10 Theoretical Foundations of New Distribution's Understanding of the Industry and Channels
New Distribution has long provided in-depth interpretations of the FMCG industry and its channels, guided by a set of cognitive models. This article compiles these foundational frameworks, including concepts like customer delivered value, consumer behavior types, three-dimensional space, retail scenarios, consumer sovereignty, infinite shelves, supply surplus, industrial vs. information civilization, and the roles of distributors and wholesalers, to share with readers.
赵波Consumers Are the Starting Point and Endpoint of Digital Transformation for FMCG Companies
Digital transformation is a hot topic among executives at major FMCG companies, with many making it a key project for 2021. The three unavoidable questions are: where to start, where to end, and how to measure success. Consumer behavior is the starting point, consumer value is the endpoint, and the total cost to consumers is the ultimate measure of success.
吴建荣Liu Zhao of Field 365: Channels Don't Innovate Actively; They Just Respond to Rapid Changes in Consumption Scenarios, People, and Fields
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, a professional new media platform for FMCG, was grandly held from April 1 to April 3 at Chengdu Agile Howard Johnson Hotel. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies from across the country, with a full house and unprecedented scale. On the morning of April 1, at the conference, Mr. Liu Zhao, CEO of Field 365, delivered a keynote speech titled "Channel Innovation in the Era of Data Explosion."
刘昭From Wholesaler to 160 Million Yuan Annual Sales in Snacks: How She Achieves 20% Yearly Growth
The article traces the evolution of a trading business from a supply and marketing cooperative to a wholesaler, then to a traditional distributor, and finally to a service provider. It highlights the transformation of Wuxi Dadexing Trading Company, which grew from 50 million to 160 million yuan in six years by focusing on imported snacks, building a robust organizational structure, and implementing strategic product selection and customer service.
周群The Future of Intermediaries: A Once-in-a-Century Opportunity
2021 marks the end of the old business cycle and the beginning of a new one, characterized by intelligent commerce. All entities in the supply-demand chain—producers, suppliers, and distributors—are being redefined, modularized, and reorganized. This shift from industry position competition to ecosystem competition presents a historic opportunity for intermediaries.
任小东Bo Chuanchuan of Fenxiang Xiaoke: Four-in-One to Accelerate Channel Digitalization
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Bo Chuanchuan, R&D Director for FMCG at Fenxiang Xiaoke, shared insights on accelerating channel digitalization. He emphasized the importance of aligning with human nature, rapid iteration, and a four-in-one platform (SaaS, PaaS, BaaS, BI) to ensure successful digital transformation.
薄川川Unilever Invests 1.3 Billion Yuan, Genki Forest and Heytea Are Also Doing It: How Attractive Is the DTC Model?
Behind the boom of new consumer brands lie hidden issues, such as increasingly expensive traffic and marketing costs accounting for over half, or even 60%, of revenue for many brands. Amid brands' lamentations, the DTC (Direct-to-Consumer) concept is gaining traction. Originating in the U.S., DTC refers to brands interacting with consumers directly through their own official channels (websites or apps abroad, WeChat mini-programs or Moments in China) without intermediaries or third-party platforms.
FBIFWith 5% Annual Customer Churn, How Can Physical Stores Digitally Save Themselves?
Traditional stores face a crisis of customer loss, with an annual churn rate exceeding 5%. Digital self-rescue strategies, such as implementing dual-store models (physical + cloud) and leveraging KOC relationships, can help mitigate this trend.
刘春雄Four Digital Channel Routes for Brand Owners
No digital path is wrong, but one must remember how high each path's ceiling is. From the magnitude of the ceiling, there are levels of 100 million, 1 billion, 10 billion, and 100 billion. Choosing a digital path is choosing the future scale of the company.
刘春雄Settled: Budweiser China Signs Exclusive Distribution Deal with Red Bull Austria in China—Who Is the Wedding Dress for Whom?
On April 18, Budweiser China announced the official signing of an exclusive distribution agreement with Red Bull Austria for the Chinese mainland market. This puts an end to the rumors between Budweiser China and Red Bull, with the previously rumored partner, Red Bull Anji, replaced by the low-key Red Bull Austria. Months earlier, market rumors suggested Budweiser China might become the general distributor for Red Bull Anji in the southern market, splitting the north-south distribution with Yangyuan Group. However, Budweiser China quickly issued an official clarification denying any distribution cooperation with Red Bull Anji.
New DistributionXu Yonggang of Zhengzhou Swire Coca-Cola: Solving the BC Integration Challenge with a Game the Industry Has Played for 20 Years
At the 6th China FMCG Channel Innovation Conference, Xu Yonggang, Director and General Manager of Zhengzhou Swire Coca-Cola, shared his insights on BC integration. He introduced a formula of 'entry, traffic, and monetization' and highlighted two 'gold mines': customer databases and products, using a successful UTC promotion as a case study.
徐永刚Will Digitalization Create Channel Squeeze?
Digitalization squeezes stores in two ways: platforms that are rarely used sink to the bottom and are effectively squeezed out, and digitalization limits store owners' choice of products, squeezing out products that cannot enter stores. This results in non-well-known brands and their distributors being pushed out of channels in the digital era, forming a digital barrier that is higher than traditional channel barriers.
刘春雄Digitalization Led by Major Distributors
Marketing digitalization involves four main entities: platform-led, retailer-led (new retail), brand-led, and major distributor-led. While platform and retailer-led digitalization have plateaued, 2020 saw significant growth in distributor digital systems, especially for major distributors who can also digitalize small brands. Major distributors must build comprehensive systems including warehousing, B2b ordering, supply chain, and b2C modules to avoid digital silos and achieve full-chain efficiency.
刘春雄Chen Yuchi of Evergreen Group: The Road to New Retail Transformation in Traditional Industries
At the 6th China FMCG Channel Innovation Conference, hosted by New Distribution, Chen Yuchi, Director of New Retail at Evergreen Aquatic Products, shared insights on transforming traditional industries through new retail. He emphasized adapting to changing consumer needs, product innovation, and channel diversification.
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