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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4637 articles · Page 5 of 194
It's Time to Rethink Distributors Today!
Discussions about distributors have intensified recently, with views ranging from their increasing difficulty to their inevitable obsolescence. However, these perspectives only capture part of the reality; the true shift is a fundamental rewrite of the underlying logic of the FMCG distribution system, moving from an expansion-driven to a matching-driven market. This article argues that distributors will not disappear but must evolve into more organized, capable intermediaries to thrive in an era of oversupply.
周群Why Are Distributors 'Losing More the More They Do'?
A recent field study reveals that many distributors are anxious and tend to seek external solutions, but the key to success lies in 'seeking inward'—strengthening internal management and operations. Through contrasting stories of two distributors, this article outlines five directions for internal optimization, emphasizing that a solid foundation is essential before expanding outward.
张雨薇Where Is the Next Growth Frontier for China's FMCG Industry?
In an era of oversupply, FMCG growth is shifting from channel dividends and distribution coverage toward consumer demand, instant retail, retail remodeling, private labels, global markets, AI, and cross-industry coordination.
New DistributionWith Xinhua Net Culture on One Side and Dong Yuhui on the Other, the New Product Shanshanhai Is Becoming a Trump Card for Seasoning Distributors
In 2025, China's condiment industry experienced a prolonged and cold 'late spring chill.' Distributors on the front lines felt it acutely: traditional soy sauce, vinegar, chicken essence, and MSG fell into brutal price wars, once-proud hero products saw slowing sales and high inventory, while consumer preferences shifted quietly—they tightened their wallets but scrutinized ingredient lists for healthier, cleaner options. 'Business is getting harder, profits thinner, where is the next growth point?' Amid this market silence, the brand 'Xianzhihui' broke through with its core product 'Shanshanhai' in 2025, leveraging national media Xinhua Net Culture and top IP 'Yuhui Tongxing' to create a phenomenon online and signal to offline channels that in the healthy umami niche, Shanshanhai is becoming the most promising trump card for distributors.
陈思廷New Distribution Zhao Bo: When AI Starts Making Decisions for Consumers, FMCG Becomes the Frontline Battlefield
In the FMCG industry, AI is not just changing a few 'tools' but the consumers themselves: who makes decisions, how they are persuaded, what prices they see, what journeys they take, and to whom they remain loyal. This long article, written entirely from the perspective of FMCG practitioners, systematically deconstructs the five dimensions AI is rewriting, starting from the consumer. Why FMCG is becoming the frontline battlefield for AI rewriting consumer behavior: if AI is reshaping every industry, then in the consumer sector, FMCG is almost the first to feel the change. The reason is not the technology itself, but the structural characteristics of FMCG consumption.
赵波Distributors Keep Doubling Down! Why Has JDB's Fortune God Can Become the Hard Currency of the Year of the Horse CNY?
As the final battle for annual sales in the FMCG industry, CNY not only determines a perfect end to the past year but also the top priority for manufacturers to achieve a good start in the new year. Now that the Spring Festival season has just concluded, the answers are already written in distributors' performance reviews. "Everyone says business is tough this year, but if you follow the right brand, you can still have a prosperous year," lamented a distributor surnamed Liu from the Guangdong region. And the brand Liu refers to as "right" has a vivid example in this year's Spring Festival marketing battlefield. In exchanges with multiple distributors, New Distribution found that...
何雯Business Insights from Meeting 200 Distributors
As we greet the new year, I'm Yuan Lai from New Distribution. Before the new year, I gave a one-hour internal sharing session on the moat of distributor businesses at the Tower Alliance annual meeting (an alliance of 553 distributor supply chain organizations, abbreviated as 'Tower Alliance'). The following combines the content of that sharing with my latest thoughts. As the saying goes, the whole year's work depends on a good start in spring. I hope this article can bring some inspiration and thinking to more distributors in their business layout at the beginning of 2026. Let me start with the conclusion: Today's competition among distributors is shifting from 'who can supply better' to 'who can manage products better'.
袁来Brand-oriented Distributors' Weakness: C-end Operational Capability
Brand-oriented distributors are those who have deep regional cooperation with one or two brands, treating them as core brands that account for over 80% of their business. In the era of shrinking volume, brand owners now require not only distribution capability (B-end) but also promotion capability (C-end). This article discusses the challenges these distributors face and provides strategies for C-end operations, including customer acquisition, repurchase, and increasing average order value.
高级研究员 海游Ten "Helpers" for Distributor Profit
In 2025, I conducted field research on no fewer than 50 distributor owners and identified many issues in warehouse logistics, team management, and channel management. This article is the first in a series, discussing ten factors that impact distributor profit, focusing on revenue-generating strategies such as execution, store efficiency, and digital transformation.
高级研究员 海游What Is True Long-Termism?
Li Zhilong, chairman of Hunan Sunshine Wine Co., Ltd., reflects on the baijiu industry's shift from 'capital carnival' to 'overcapacity,' advocating a return to quality and cultural value. He emphasizes building brands over selling products, fostering a community of shared interests among manufacturers, distributors, and consumers, and using social responsibility to sustain long-term brand growth.
思考派Before Squirrel Convenience Strikes, This Veteran's 43 Lightning Warehouses Hit a Fatal Trap
Lao Zhang received a call from Lu, a ten-year veteran in traditional trading with nearly 300 million yuan in annual revenue, who had plunged into instant retail with 43 lightning warehouses in less than two years. Despite initial success, by late 2024, most of his warehouses were losing money due to rising delivery costs, platform rule changes, and price wars, prompting him to seek advice on how to regain control and build a sustainable model.
老张From Buzz to Sales: Lay's Runs the Full-Court Press for CNY, Injecting Certainty into Channel Sell-Through
As the Spring Festival approaches, the CNY battle in the food and beverage industry has shifted from the 'stocking-up phase' to the intense 'explosive phase.' A month ago, New Distribution analyzed Lay's 2026 'scenario-based product portfolio' evolution, which addressed the channel's anxiety about 'what to sell' with combinations like 'Fortune Bucket' and 'Family Bucket' and a refined matrix covering all scenarios from self-use to gifting. But with the Spring Festival travel rush underway, the new question facing the industry is: with products in place, what will ignite sell-through?
冯瑶Wahaha Suddenly Deregistered? Zong Fuli Makes Another Cut!
Wahaha's strategic restructuring is entering its most decisive phase. On February 5, the cancellation filing of Hangzhou Wahaha E-commerce Co., Ltd. put Zong Fuli's 'streamlining plan' back in the spotlight. This core subsidiary, where she serves as legal representative with a registered capital of 200 million yuan, was once the cornerstone of Wahaha's online transformation, but now it is coming to an end via 'resolution to dissolve'. This marks the sixth Wahaha-affiliated company Zong Fuli has cut since July 2025.
New DistributionIn the Next Five Years, Distributors Will Have Only One Lifeline: 'Extreme Efficiency'
In the past two years, New Distribution has heard the most common refrain in market visits: business has become difficult. Both brand owners and distributors feel the same, even if they maintain or slightly grow. Facing this sustained downturn, many distributors are lost, wondering if their product selection is wrong, if they should wait for the next trend, or if the market will recover after this period. The problem is often not a lack of effort, but that the old map in hand fails in the new world. Past experience gradually becomes a burden; the more skilled, the easier it is to misapply effort.
AsherBrand Listing: A Magnifying Glass on Manufacturer-Dealer Relations
As Dongpeng Beverage lists in Hong Kong and receives a warm reception from the capital market, many FMCG brands are also preparing to go public: Jinxing Beer filed an application on January 13, which, if successful, would make it the 'first Chinese craft beer stock' in Hong Kong; a few days later, Junlebao Dairy also filed an application, planning to raise funds for factory construction, capacity expansion, and brand marketing... Above the surface, this is a significant leap for brand owners toward capitalization and scale; beneath the surface, the businesses and future destinies of thousands of distributors are also stirring. The capital market...
陆知梨Ten 'Killers' of Distributor Profits
In 2025, I conducted field research on no fewer than 50 distributor owners and found many issues in their warehouse logistics, team management, and channel management. I will compile these into a series of articles; today, I will discuss the ten factors affecting distributor profits. In recent years, it is true that making money has become increasingly difficult for distributors, and while external environmental factors are the same, improvements in certain areas can indeed boost distributor profits. I will divide this into cost-cutting and revenue-increasing sections, starting with cost-cutting.
高级研究员 海游Prices Collapse, Channel Distribution Logic Changes!
As the saying goes, 'Seeing this letter is like seeing me.' I'm Yuan Lai from New Distribution. Over the past year, which word has been mentioned most frequently by frontline sales managers? Price, I think it's definitely number one. Although it existed before, it was more about online e-commerce and wholesale markets. But now, discount savings supermarkets, regional supermarkets, instant retail flash warehouses, and community fresh food chains are all in chaos, comparing prices with each other, with no lowest price but only lower! What to do about price chaos? Should we launch a new specification or packaging? That might only treat the symptoms, not the root cause. I think we should look at it from a more fundamental perspective...
袁来After Deep Distribution Loses Control, Channel Digitalization Cannot Follow the Old Path!
With the rapid rise of new retail formats such as snack discount stores, instant retail, and transformed supermarkets, there is a common feeling that the deep distribution model is losing control. What is out of control is not just the tactics themselves, but the underlying structure of 'brand-led, distributor-coordinated, terminal-passive execution.' Today, brands, distributors, and terminal stores are all undergoing new role changes. Where is channel digitalization heading, and how should it proceed?
JackSeven Things Distributors Must Do When Signing Contracts with Manufacturers This Year
With two weeks to go before the Chinese New Year, it's a critical period for FMCG brands to sprint for a strong start. Distributors planning to renew or sign new contracts with manufacturers should prepare thoroughly to gain more leverage and favorable terms in negotiations. This article outlines seven key preparations to help distributors navigate the upcoming signing season with confidence and initiative.
邢仁宝Small and Medium Supermarkets: The Core of Distributors' Business Growth in the Next 2-3 Years
As we stand at the beginning of 2026, looking back at 2025, distributors have had a tough time. Maintaining sales without decline and achieving slight growth is already commendable, but most distributors have seen their profits decline. Based on market visits and data, the key to future growth lies in small and medium supermarkets and community mom-and-pop stores, which offer significant incremental opportunities through multi-category product portfolios.
袁来Say Goodbye to Channel Stuffing: Every Channel Deserves a Rethink
A closed-door conversation with a brand general manager about where future growth will come from reveals that the radical transformation of new retail formats is forcing brands to cede power, while traditional distributors, though still holding the majority of market share, are struggling with dwindling momentum. The consensus reached is that all future growth must revolve around consumers, but this requires a fundamental organizational shift from a B2B-oriented command structure to a C-end-centric one, enabled by digital tools that connect brands, distributors, salespeople, terminals, and consumers in real time.
任文青AndyDistributors Who Open Stores Blindly Are Likely to Lose Money!
Recently, while visiting the market, I heard a snack food distributor talking about plans to open several stores. He has already scouted locations near communities with thousands of residents, and believes the surrounding competitors are mostly small shops that pose no threat. He intends to offer a wide range of products to cover their strengths. However, he is hesitant not about rent or renovation, but about what type of store is more likely to succeed: a local chain convenience store or a snack store. But when asked how he defines "success" for his stores—whether as a model store or simply a profitable business—his answer remains vague.
葛畅“In the past two years, everyone has wanted to bypass distributors.”
Distributors are feeling increasingly squeezed as brands, retailers, and platforms seek to bypass them. To survive, they must transform from cost centers into value providers by controlling terminals, moving into retail, or becoming system service providers.
何雯From Distribution to Sales: Dali Gift Boxes Crack the 'Logic of Certainty' in the Spring Festival Market
Every Spring Festival, the gift box market is the most certain and most competitive battlefield. In the Nanjing market, distributor Mr. Li describes the sales pace before this year's Spring Festival: although the peak sales season is still over ten days away, Dali's Spring Festival gift boxes have already 'heated up' in multiple channels based on current distribution completion and terminal feedback. Through visits to multiple markets, New Distribution observed that Dali Food's Spring Festival gift boxes are becoming one of the key promoted brands among many distributors and stores.
田静