NEW DISTRIBUTION RESEARCH TOPIC
What structural changes are reshaping China’s FMCG channels?
Analysis of distribution restructuring, channel economics, and the changing roles of brands, distributors, and retail outlets in China.
Related research and analysis
2301 articles · Page 18 of 96
Profitability is hard, sustained profitability is harder! Kuailai Zhanggui's in-depth interpretation: How to run a continuously profitable B2B enterprise?
Kuailai Zhanggui is the largest FMCG B2B trading platform in East China and a nationally renowned one. Since its launch in 2015, it has expanded operations across multiple cities in Jiangsu, Zhejiang, and Shanghai, and has empowered distributors in Guiyang, Qingdao, and Hangzhou with its self-developed digital management system and SaaS solutions. It has served over 110,000 retail stores, with annual sales revenue exceeding 1 billion yuan and cumulative transaction value surpassing 5 billion yuan. At the 8th FMCG Innovation Conference, Yang Qiming, CEO and founding partner of Kuailai Zhanggui, delivered a keynote speech titled "How to Run a Continuously Profitable B2B Enterprise," proposing that "thoroughly data-driven operations and management methods form the foundation of a company's business."
杨启明How Leading FMCG Companies Like Uni-President and Feihe Are Seizing the Opportunities of Digital Intelligence in the Next Decade
In recent years, digital intelligence has been a hot topic in the industry, with almost all manufacturers considering how to embrace it. As an industry observer, I have been tracking and reporting on cases of digital intelligence. When discussing digital intelligence, one cannot avoid mentioning digital intelligence service providers. According to statistics, there are currently about a hundred professional digital intelligence software service providers in China, most of which focus on a specific vertical industry or field, but there are also those dedicated to providing one-stop solutions for enterprise digital intelligence, such as Yonyou. When mentioning Yonyou, the first thing that comes to mind might be their financial software.
任文青AndyGolden 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Insights Behind Meiyijia's Rise to the Top and FamilyMart's Stumble
After a year of rapid expansion, the competitive landscape of China's convenience store industry has shifted significantly. In 2022, Meiyijia topped the list with 30,008 stores, surpassing Sinopec's Yijie, while FamilyMart saw its first store decline in five years, raising questions about its position and the implications of Meiyijia's success.
联商网编辑部The Diverse Value of Premium IP: Audience Insights Behind the Cang Lan Jue Phenomenon
In 2022, the phenomenal TV drama 'Cang Lan Jue' took the world by storm, scoring 8.1 on Douban, surpassing 10,000 on iQIYI's heat index, and amassing 28.67 billion views on Weibo. What's the secret behind its success? From a consumer perspective, what insights lie beneath this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to unveil the audience insights behind the Cang Lan Jue phenomenon.
王一栩China's Instant-Retail Beer Opportunity
A joint report from China Resources Snow Breweries, Meituan Flash Buy, and iiMedia mapped how rapid local delivery expands beer occasions, product variety, freshness, and brand–retailer data coordination.
New DistributionNew World, New FMCG: The Underlying Logic of Supply Chain Digitalization
At the 8th China FMCG Innovation Conference, Wang Hao, founder and CEO of Guanjiapo Renwoxing Technology and chief designer of Kuaima Digital, shared insights on the underlying logic of supply chain digitalization, emphasizing the importance of online presence, integration, and socialization for distributors, and the need for brand owners to empower distributors in building a digital supply chain.
王浩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Exclusive | China Resources Beer CEO Hou Xiaohai's Speech: Braving the New World
At the 2023 (8th) China FMCG Innovation Conference hosted by New Distribution, Hou Xiaohai, CEO of China Resources Beer (Holdings) Co., Ltd., delivered a keynote speech. He shared insights on the 'New World' concept, the transformation of the beer industry, and China Resources Snow Breweries' strategic journey.
侯孝海How Can the FMCG Industry Break the Deadlock Amid Involution?
On April 6, the 8th China FMCG Innovation Conference opened grandly in Chengdu, China. Zhao Bo, founder of New Distribution, delivered an opening speech titled "How Can the FMCG Industry Break the Deadlock Amid Involution?" He analyzed the constant factors affecting the market and how the FMCG industry can break through, focusing on the business environment.
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AndyReviewing Carrefour China's Downfall
In 2008, on the opening day of Carrefour in Beijing Shijingshan Wanda, a tidal wave of customers knocked over shelves, and the government even dispatched armed police to maintain order. In 2022, near the Spring Festival, Carrefour shelves across the country were emptied again, with checkout lines lasting over an hour. The same frenzy and crowding, the same scene of emptying Carrefour, but customers had completely opposite feelings. In just over a decade, Carrefour's customers have fallen from worshipping the 'godfather of hypermarkets' to the doomsday frenzy of a dying brand. As the pioneer of China's hypermarkets, why did Carrefour falter in the face of the advances of younger rivals Sam's Club and Costco? Was it Suning's recent troubles that dragged Carrefour down, or was Carrefour itself doomed?
金梅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AndyGPT-4 is Here: It Answered Several Questions About the Future of Consumption, Brands, Marketing, and China
Last night, GPT-4 was officially released! OpenAI CEO Sam Altman introduced it directly: "This is our most capable model yet!" According to OpenAI's official introduction, GPT-4 is a large multimodal model, meaning its input can be text (up to 25,000 words) or images. For example, if you drop a glove, it will fall onto a wooden board, and the ball will bounce off. Even a simple sketch of a website on paper can be photographed and uploaded to GPT-4, which will instantly generate the HTML code for the site.
赵波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.
牛恩坤Carrefour China's Darkest Hour
As 3·15 approaches, Carrefour has repeatedly stumbled on food safety issues. Recently, a Beijing branch was fined 50,000 yuan for selling mooncakes containing foreign objects. In fact, Beijing Carrefour Commercial Co., Ltd. has multiple administrative penalty records for food safety issues, with total fines exceeding one million yuan. Looking at Carrefour China's performance over the past three years, its offline business can be described as 'bleak.' Even though Carrefour attempted to change its continuous losses through a membership store model in October 2021, the overall situation has not improved significantly.
乾行When Systems Cannot Keep Up with Change, FMCG Needs a “Living” Digital System
FMCG digital systems must balance standardized management with the flexibility of front-line sales. Modular components, visual workflow design, and low-code extension can help the system evolve with the business.
New DistributionIndustry's First "2022 New E-commerce Operators Survival Status Report" Released!
With the rapid rise of new e-commerce platforms such as Douyin and Kuaishou, the role of "new e-commerce operators" has emerged. This report, initiated by Youmiyoushu at the end of 2022, provides a detailed portrait of these operators, their workplace status, competitiveness, and industry trends, offering valuable insights for the industry.
OliviaSecond-generation distributor of Unilever, Nice, Colgate and other daily chemical giants tells you how to break through in e-commerce!
At a brand's distributor annual meeting dinner, a distributor with annual sales over 100 million yuan lamented the difficulty of offline business and considered moving to e-commerce despite having no experience. This article shares the case of second-generation distributor Wang Banglai, who entered e-commerce in 2020 and achieved nearly 50 million yuan in sales within two years, highlighting the importance of seizing opportunities and hands-on involvement.
袁来The Forces Reshaping Retail Over the Next Twenty Years
Persistent oversupply, dematerialization, demographic decline, fragmented demand, technology, and volatility are shifting retail advantage toward focused brands, frictionless distribution, experience, fluid organizations, and platforms.
New DistributionTerminal as Media: Scenes Build Brands
Scenes include consumption scenes, operation scenes, and transaction scenes (terminal scenes). The core logic of this article: first, terminals create scenes, and scenes create demand; then, scene experience, scene connection, and scene triggering; finally, scenes build brands. Creating scenes around terminals becomes the soul of 'terminal as media.' This article references McLuhan's 'Understanding Media' and Mr. Kong Shou's 'Vivid Copywriting,' with special thanks!
刘春雄