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 50 of 193
Cainiao Integrates 1,500 Mengniu Distributors, Covering 300 Cities, with Nationwide Unified Inventory!
Consumers order on their phones, and the brand delivers from the same-city distributor's warehouse, achieving half-day delivery. This is the new retail model being piloted by Mengniu and Cainiao Supply Chain. According to New Distribution, starting February 1, Mengniu launched a marketing campaign with Alipay's 'Collect Five Blessings,' where consumers scan the Mengniu logo to collect blessings and get coupons to buy milk. As Mengniu's supply chain service provider, Cainiao activated a customized plan, shipping from over 1,500 core distributors across China to ensure half-day delivery. Currently, the campaign is expected to give away millions of boxes of milk.
秦淮Why Are Large Distributors Valuable?
The trend of large distributors rising while small and medium distributors are being eliminated is becoming a reality. This article explains why the large distributor model is the future, its value, and how brand owners should adapt by supporting large distributors and focusing on their core competencies.
赵波 周群Don't Let Vivid Materials Eat Into Your Profits
A conversation with a small business owner reveals that while companies focus on increasing sales, they often overlook cost control, particularly in the area of point-of-sale (POS) materials. By implementing better planning, usage standards, incentives, and audits, companies can significantly reduce waste and improve profitability.
高级研究员 海游Prosperity in Both Urban and Rural Areas, Quickly Go to Market!
The 2021 Spring Festival saw over 100 million people staying put, boosting urban consumption, while compensatory spending lifted rural markets. Sales at key retail and catering firms reached about 821 billion yuan, up 28.7% year-on-year. The article urges bosses to visit markets, regain rhythm, and use data-driven decisions.
方刚What Will Baijiu Distributors Compete On in the Next Decade?
Despite the pandemic's lingering impact on the baijiu industry, one distributor argues that 2020 marks the start of a new decade of rapid growth for those who transform into brand operators. This shift requires embracing consumer-centric thinking and adapting to fragmented channels and scarce brand resources.
陈峰Distributors That Only Do Logistics and Delivery Have No Future!
Scan the QR code in the image to register. Research in third- and fourth-tier cities reveals many 'puffy' distributors with high annual sales but meager profits, lacking independent commercial flow capabilities. These distributors are essentially in the logistics and delivery business, not distribution, and are unsustainable. The article discusses the shift from the 'office + logistics distributor' model to empowering distributors with commercial flow capabilities, and offers strategies for preserving existing business and pursuing growth.
New DistributionDistributors: How to Tackle the Root Cause of Expiring Goods and Keep Losses Below 0.3%!
New Distribution has previously covered many topics on distributor business management, such as how billion-yuan distributors operate, their business models, organizational structures, and business management. However, we believe that while these provide inspiration and thought, they are not enough. Many distributors encounter trivial daily management issues beyond strategic concerns, such as handling near-expiry products, retaining good employees, employee leave during peak seasons, and drivers refusing to deliver in snowy weather. This article, the first in a series by Hongye Hengda Trading, focuses on how to systematically address the problem of warehouse near-expiry/expired goods piling up, offering practical steps and institutional solutions.
宏业恒大Personnel Online-ization: The Inevitable Path to Improving Human Efficiency in the FMCG Industry
As is well known, the FMCG industry employs a vast number of personnel. It is normal for a company to have hundreds of frontline staff, and large enterprises may have tens of thousands. Moreover, there are many roles among frontline staff, including basic sales personnel, promoters, supervisors, and grassroots managers. However, many of these frontline staff are often not online, making it impossible for companies to reach, observe, manage, or direct them effectively. When personnel are offline, they are like carrier pigeons released from a cage: they leave with a task, but whether they reach the destination, how long it takes, whether the task is executed properly, and what difficulties they encounter along the way are all unknown. The company can only sit at home and pray that the pigeon completes its mission.
实现人员在线化的2021 Dealers: Don't Repeat the Mistakes of the Past!
As the 2020 Spring Festival approaches, dealers are sharing their grievances about increasingly difficult business conditions worsened by the pandemic. Some complain about unsupportive employees, others about brand companies' inflexible sales targets and insufficient cost support, and some even consider quitting due to low profits. However, some dealers have thrived by leveraging product categories or business model innovations. This article addresses common dealer problems and offers practical solutions.
高级研究员 海游Dealers, It's Time to Get into Community Group Buying
A clear-headed person would not think that closing their eyes makes the world disappear. Yet many dealers, due to inner resistance, choose to stay away from community group buying. This article argues that dealers must embrace this rapidly growing channel and provides a course to help them do it from zero to one.
陈思廷Yili, Mengniu, and Bright Dairy Raise Prices Collectively: Who Will Give Us 'Milk Freedom'?
As the Spring Festival approaches, domestic demand for dairy products continues to rise, but this year manufacturers have not only refrained from discount promotions but have instead raised prices across the board. Companies uniformly attribute the increase to a significant rise in raw milk prices and surging cost pressures. Yili, Mengniu, Panda Dairy, and One Cow Raised by One Person have all implemented price hikes to varying degrees, with some consumers reporting that a certain brand's 250g×24-box pure milk has risen from 60 yuan to 75 yuan per carton. Once upon a time, dairy companies that championed 'a cup of milk a day keeps Chinese people healthy' have now left many netizens lamenting, 'Can't afford to drink!'
郑瑞龙A Beverage Distributor's Practical Case: Net Profit Up 10% in 2020 Through Price Adjustments
In the market, pricing determines success; it's both an economic issue (demand elasticity) and a psychological one (buyer psychology). This article shares a case study of a distributor's price adjustment strategy in 2020. The distributor, Mr. Zhang, operates in a third-tier city with a population of 1.6 million, generating annual sales of 25 million yuan for a beverage brand, facing a main competitor with 20 million yuan in sales. He navigated price, profit, and volume challenges to achieve a 10% profit increase.
高级研究员 海游Spring Festival Sales Battle: Practical Case Analysis on How Alcohol Distributors Boost Sales at Year-End
At year-end, especially during the Spring Festival, it is the peak season for alcohol sales, and most distributors rely on this period to make a good profit and have a good year. However, many distributors are unclear about how to proceed, often relying on intuition, which makes results dependent on luck. This article summarizes five simple, direct, and effective methods to inspire readers.
New DistributionA Nongfu Spring Distributor's Performance-Based Salary Reform: A Real Case Study
A former Nongfu Spring distributor, facing intense competition and declining market share, sought advice on improving team performance. Through a series of salary reforms—simplifying metrics, focusing on volume, developing outlets, introducing PK incentives, and removing base salary—the distributor successfully boosted sales and team efficiency.
高级研究员 海游Exclusive Investigation: Instant Noodles Suddenly in Short Supply, Will They Run Out During Spring Festival?
“Instant noodle supplies in our Xuzhou region have recently become tight, and distributors' warehouses are basically empty,” a distributor reader reported to New Distribution on January 26. New Distribution quickly conducted a market survey covering distributors and brand sales managers in Beijing, Hebei, Jiangsu, Shaanxi, and other regions. The survey found that instant noodle supply in multiple regional markets experienced a certain degree of shortage at the channel level. Many distributors in various regions saw their warehouses empty, but new stock was hard to order or still in transit...
陈思廷Can Viya Convert Traffic into Sales with a New 1.8 Million Yuan Food Company?
Viya, a top Chinese livestream e-commerce host, has established a new food company, Hangzhou Fengweipai Food Co., Ltd., with a registered capital of 1.8 million yuan, fully owned by her affiliated company Qianxun. This move highlights the trend of influencers entering the food industry, leveraging personal influence, consumer insight, and supply chain capabilities, though challenges remain in a competitive market.
FBIFChannel Digitalization Running with 'Toxins'
Digitalization is a hot topic, but most brands and distributors are still in the primitive stage of channel digitalization, with data fraud being a persistent problem. Experts suggest that without clean and real data, any digital system is just a castle built on sand.
陈思廷The 'Adaptable' Distributor: With Over 200 Million in Snack Food Distribution, Now Starting a New Venture to Cover Small Stores!
A month ago in Wuhan, I met Mr. Hu Xiaosheng, General Manager of Wuhan Shengxing Zhonghe Marketing Company, and we talked for nearly three hours. It's hard to imagine that this boss is not only a traditional distribution businessman but also a devoted student of Buddhism. This distributor, with a 'scholar's quality,' has built a snack food distribution business in Wuhan reaching 200-300 million in scale, with over 70 brands, mostly second and third tier, except for a few first-tier brands like PepsiCo Foods. Covering all channels except mom-and-pop stores...
袁来Spring Festival Stocking and Sales: Do You Have a Plan B?
With the Spring Festival approaching amid pandemic uncertainties and the government's call to "celebrate the New Year locally," distributors face unpredictable stocking and sales challenges. This article advises a "positive conservatism" approach for stocking (Plan B) and a "conservative positivity" for sales (Plan C), emphasizing the need for backup plans, cloud stores, and rapid response to seize opportunity windows.
刘春雄From Small Wholesaler to Distributor: How He Achieved Annual Sales of 55 Million in a City of 1 Million Population in the Daily Chemical Industry
In 2020, under the pandemic, the entire FMCG industry was affected, especially daily chemical products with long consumption cycles. Consumption shifted online, squeezing market share for traditional offline distributors. However, some excellent daily chemical distributors found growth through new thinking and methods. Hongyang Trading in Zhoushan, Zhejiang, is one such example, achieving annual sales of 55 million yuan in a fourth-tier city with a population of only one million.
周群The Growth Path of a Post-80s Distributor's Second Generation: 'Playing' with Business
Since the rise of the first generation of distributors in the early 1990s, many are now facing succession issues, with the second generation taking over. Zheng Jinbin, a post-80s distributor in Jiangsu, has leveraged new methods and internet thinking to grow his traditional FMCG distribution business from 60 million to 80 million yuan in one year, and over 100 million including online sales.
周群From "Family-Style" to "Corporate": The Future of Distributors Depends on Refined Operations
Many distributors wonder why, despite having more staff, vehicles, products, and sales in the tens of millions, efficiency seems to decline and cost-effectiveness worsens. The root cause lies in management: previously, extensive operations relied on demographic and market dividends, but now that dividends have vanished and growth markets have become saturated, refined operations are essential for survival and success.
周群The More Adverse the Circumstances, the More You Must Believe: Three Suggestions from Jiang Xiaobai's Tao Shiquan for 2021
In 2020, despite the pandemic's severe impact on offline consumption and the baijiu small-bottle category, Jiang Xiaobai not only weathered the crisis but also completed a C-round financing of over 1 billion yuan in Q3, and its Meijian plum wine became the top-selling fruit wine on Tmall during 618 and Double 11. Founder Tao Shiquan shares three beliefs for dealers: believe things will get better, believe in innovation, and believe in the team.
陶石泉Distributors: Should You Stock Gift Boxes This Spring Festival?
As the Spring Festival approaches, distributors are torn between relying on the holiday for annual sales and fearing a repeat of last year's nationwide lockdowns that caused massive returns of gift boxes. The article advises a cautious approach: focus on low-risk areas, align production with demand, ship in batches, and prioritize safety over aggressive stocking.
高级研究员 海游