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 52 of 193
“Marketing Digitalization 10 Lectures” No. 9: To Be Specific, What Exactly Is Marketing Digitalization Useful For?
This article explains the practical uses of marketing digitalization, emphasizing data transparency in B2B and B2C contexts, and how it enables targeted interventions and user conversion management.
刘春雄Pet Industry's Comfortable Profits Are Over: Domestic Pet Food Leader BRIDGE Offers an Upgrade 'Blueprint'
In conversations, Liu Yi, CEO of BRIDGE, emphasizes that terms like 'define' and 'transform' are inaccurate, especially from the consumer perspective, as they impose subjective thinking. He advocates for feeling and experiencing rather than relying solely on limited traditional data methods or pie charts. This dialogue revolves around the digital upgrade of domestic pet brands, where Liu Yi's cautious language stems from his hands-on experience in driving digital transformation across the company.
叶心冉Pinduoduo's Advantages, Brand Owners' Choices, and Distributors' Survival
Pinduoduo leverages brand and distributor resources to achieve extreme price differences, impacting community group buying. Brand owners should guide rather than block this channel shift, while distributors face both risks and opportunities.
陈维龙Omnichannel Operations, Full-Matrix Livestreaming, and Full-Chain Resonance: JD New Channel Drives New Industry Growth During 11.11!
At 24:00 on November 11, JD's 11.11 shopping festival officially concluded, and JD New Channel also revealed its performance in this carnival covering online and offline, omnichannel and multi-scenario. Data shows that from November 1 to 11, New Channel's cumulative 11-day sales reached 208% of the same period last year, and sales in the first hour of the peak sprint reached 10 times that of the same period last year. Behind this 11.11 igniting store owners' stockpiling enthusiasm, it is evident that JD New Channel's original intention and determination to create omnichannel increments for the upstream and downstream of the industry have achieved results. Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's General Merchandise Omnichannel Business Group, said: ...
New DistributionRethinking Channels
We define a channel as any place where consumers can buy products. In the past, sales channels were about the entire distribution chain from wholesale to retail, with fixed locations and a single distribution model. Today, the internet has transformed the logic of transactions, making channels multidimensional and complex, requiring companies to rethink their approach to cognition, transactions, relationships, and delivery.
赵波Four Roadmaps Behind the Rise of China-Chic Brands
The hottest business trend today seems to be the 'rise of China-chic.' From Palace Museum lipsticks to Perfect Diary, Florasis, Heytea, Genki Forest, Bosideng, and Feihe, a wave of domestic brand consumption is heating up. But this is only a phenomenon, not the essence. Some say it symbolizes cultural confidence, others attribute it to China's world-class supply chain, and some credit clever marketing and public sentiment. All are correct, but at the core, every category champion after the rise of China-chic represents the formation of a new mental entry point and the establishment of new brand equity. This article summarizes four roadmaps behind the rise of new domestic brands and analyzes the process and attribution of China-chic brand success.
胡喆Post-80s Distributor Seizes Online Opportunity, Sales Grow Over 20-Fold in a Year and a Half!
During a market research trip in Jiangsu, the author encountered the term "new distributor." Unlike traditional distributors who stick to old ways, new distributors embrace digital trends and online platforms. One such distributor, Dai Mingxin, a post-80s entrepreneur in Nanjing, partnered with JD New通路 Joint Warehouse, growing his monthly sales from over 100,000 yuan to over 3 million yuan in just over a year, a 20-fold increase.
周群Heavyweight | Zhongshang Group - The 'Hidden Champion' in China's FMCG Sector, Exporting 6 Billion RMB GMV Annually
Zhongshang Group, a name unfamiliar to many in the FMCG industry, is a hidden champion with impressive credentials: it is the largest brand operation agent for shampoo brand 'Ryo', covering 50% of its offline sales, and manages over 10,000 SKUs across 500+ retail channels, generating over 6 billion RMB GMV annually. The company has recently formed strategic partnerships with Japan's ARATA and China's Yunji, signaling its expansion into consumer brands.
袁来Seizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth
As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands.
New Distribution“Ruining” a Person? Just Make Him an FMCG Salesman!
The article reflects on the author's seven-year journey in the FMCG industry, highlighting how the stable compensation, repetitive work, and lack of career development can trap frontline salespeople in a comfort zone that hinders growth. It offers advice on how to break free by leveraging personal strengths and exploring opportunities in the internet and new retail sectors.
阿湖How Can Distributors Survive the Impact of Channel Diversification?
In recent years, the internet has been transforming traditional brick-and-mortar retail, and distributors, as the key suppliers, are being bypassed. With diversified retail channels and integrated online-offline models, distributors are increasingly confused. This article explores the challenges they face and the opportunities for transformation, including partnering with platforms like JD New通路 for joint warehousing and distribution.
周群Rebuilding Manufacturer-Dealer Relations and Strategic Innovation: Six Walnut Poised for a New Surge Amid Dual Trends
An article noted that yesterday marked the 300th day of 2020, a year disrupted by the pandemic, which dealt a heavy blow to the FMCG market, wiping out the Spring Festival peak season and leaving many categories dormant for months. Facing the common challenge of recovering lost sales, manufacturers and distributors alike have had to navigate a trust crisis. However, six walnut's distributor network has emerged stronger, thanks to the company's adherence to its 'Five Co-construction' principles, strategic organizational and product innovations, and the tailwinds of the plant-based trend and industry consolidation, positioning the brand for a new wave of growth.
陈峰Two Bottlenecks Distributors Must Break Through
Compared to manufacturers, distributors are facing even greater difficulties overall. In fact, the overall difficulties of manufacturers stem from those of distributors. Many manufacturers have added e-commerce platform sales alongside traditional channel sales, launching both 2B (deep distribution) and 2C (platform e-commerce) strategies. However, distributors believe they are naturally 2B, and the difficulties of 2B are hard to overcome due to the struggles of traditional terminals. Recently, I have been in contact with some distributors who, besides feeling the difficulty of breaking through sales volumes, most importantly do not know where hope lies or where the breakthrough point is. Based on my judgment, although individual differences among distributors are large, there are two bottlenecks that have not been widely recognized: first, how to extend 2B business to BC integration; second, changes in the distributor organizational system.
刘春雄Distributors: Promotion Is Not Price Reduction, It's Getting Big Results with Small Investments!
In the past, brand owners held the market initiative, deciding what to produce and what distributors bought. Now, the initiative is shifting as distributors gain more product choices. To secure greater market power and influence, distributors must abandon their dependence on manufacturers, shift from passive to active marketing, and implement effective market promotion policies. Many distributors, however, fall into traps when designing these policies.
李锋New Products Aren't Hard to Sell—It's the Selling Approach That's Wrong!
Starting from the demand itself, every demand is backed by spending. In the future, distributor costs will rise: logistics, warehousing, sales staff compensation, and terminal profit requirements. Without high-price positioning, profit margins will be insufficient. Market capacity is limited, and thin-margin, high-volume sales no longer fit this competitive market. Price isn't the decisive factor in product success; consumer psychology now favors higher-priced items, like milk, where 5-6 yuan premium products sell better than 2-3 yuan ones.
李锋After the Battle, What Remains for Distributors Is Not Only Confidence in Being 'Irreplaceable', but Also Market Dividends!
Looking back at the evolution of FMCG B2B platforms, it still follows the laws of business history: they start grandly, experience ups and downs, and few survive to the present. From 2013 to 2016, FMCG B2B platforms sprang up like mushrooms across the country, expanding with the banner of national conquest, with various players and capital hype. From 2017 to 2018, closures due to poor management were common, and the industry entered deep waters; from 2019 to now, only a handful have survived, with most platforms returning to their home bases to focus on profitable business.
袁来Are Distributors Increasing in Number? What You See May Not Be the 'Truth'!
A market survey revealed that a salesperson believed the number of distributors was increasing, contrary to the common prediction of decline. This article explores the discrepancy between short-term observations and long-term trends, and introduces a training course for distributors to learn from successful peers.
New DistributionJinmailang Beverages: Crisis and Opportunity!
In recent years, Jinmailang has been a benchmark for growth in the FMCG market, ranking first among large and medium-sized beverage companies for six consecutive years. Its 'Four-in-One' distributor operation model is also an industry benchmark. However, after visiting markets in Shanxi, Henan, Shandong, and Hubei, the author identifies key challenges: the need to upgrade the Four-in-One model, the urgency of consumer education for Liangbai Kai (cool boiled water), and the need to gradually abandon the follow-the-leader and low-price strategies.
高级研究员 海游City Manager in a First-Tier City: Wholesale Chaos Is a Chaos of Hearts. Create a Sunny Wholesale Environment and Empower Business Transformation
Today is the local wholesale market's autumn ordering fair. For this grand event, Lao Wang and the distributor's team have been preparing for over two weeks, hoping it will be as successful as usual. However, the lively atmosphere did not bring the expected orders. After the wholesale clients left with their families, well-fed and satisfied, only a dozen tables of leftovers remained... Seeing his somewhat deflated subordinates and the distributor boss, Lao Wang cheered up and encouraged everyone: "Perhaps the traditional wholesale ordering fair format is outdated. We need to change, to upgrade the promotion strategies and mechanisms of the wholesale market!"
许翔 Ryan XuWhy Do Successful Distributors Move Their Offices into Office Buildings?
Walking down a busy street, you see towering office buildings that seem out of reach. Most distributors think only internet or high-tech companies belong there, and that distribution is just a middleman business with no technical content. But moving into an office building isn't about showing off; it's a sign of the future state of distribution, where successful distributors operate as formal, digitized, and efficient enterprises.
道农How to Handle KA Channels to Avoid the Dilemma of 'Entering Means Death, Not Entering Means Waiting for Death'?
Mr. Wang, a daily chemical distributor, partnered with a local hypermarket two years ago, investing hundreds of thousands in fees, yet profits remain unsatisfactory due to high contract terms that increase annually. He admits, 'After a hard year, I'm still working for the supermarket; KA is like chicken ribs—tasteless to eat, but a pity to discard.' KA hypermarkets, as the ultimate form of retail terminals, represent the largest sales channel for many distributors. As China's economy rapidly develops, major domestic and international chain groups have expanded from first-tier cities to second- and third-tier cities, covering a wide area. Therefore, KA channels are indispensable in a distributor's business system. However, under the current backdrop of 'not doing terminals means waiting for death, doing terminals means seeking death,' how to effectively manage KA channels to achieve sales growth remains a challenge for many distributors.
李锋Distributors: Still Selling Products from Ten Years Ago? Aren't You Tired?
Due to consumption upgrades and business needs, manufacturers launch new products every year to cater to the market and gain new profit increments. In this context, if distributors fail to cooperate with manufacturers, it will significantly impact their own business. Not promoting new products fails to meet the manufacturer's task requirements, the need to adjust product structure, and the distributor's goals of increasing volume and profit. In the era of stock, it's very difficult for distributors to rely on old products for growth. New products are developed by upstream brands with time, effort, manpower, and material resources, and they represent future trends, offering sufficient profit margins and market potential, as well as opportunities for distributors to expand their business.
李锋Digital transformation is so important for enterprises, what should be the first step?
Under the influence of the new market environment, the traditional functions of distributors are gradually losing their advantages, and they are facing an urgent need for transformation and upgrading. Experts point out that future FMCG distributors should be 'smart' distributors integrating data services. They can not only maximize their operational efficiency through real-time data flow and efficient integration, but also provide data support to brand owners to help solve production and product R&D issues, and provide sales guidance to terminal stores to help solve marketing optimization and consumption upgrade issues. However...
数据智能专家Time to 'Refresh' Frontline Sales Staff!
Before the holiday, I attended an O2O workshop organized by New Distribution's consulting team for a brand manufacturer, covering O2O knowledge, market insights, strategy deployment, and case studies. O2O is now a critical sales growth channel for every regional branch and local sales office, driven by the pandemic and changing consumer habits.
袁来