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.
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2301 articles · Page 20 of 96
From Decisive Battle to Final Victory: China Resources Snow's Last Battle to Lead the New World
From November 18 to 20, China Resources Snow Breweries successfully held the '2022 Snow Ecosystem Partner Week' in Xiamen. This was an unprecedented large-scale event for China Resources Snow and the beer industry. Over three days, nearly 3,000 beer distributors and FMCG professionals from across the country participated in multiple forums and activities, including the 'Toast to the New World' 2022 Snow Channel Partner Conference, the 'See the Future' 2022 Beer New World Forum, the Heineken Development Conference, and the 'Drink·JOY WONDERπ Beach Play' outdoor exhibition. Through this event, China Resources Snow announced its 'last battle' to win the high-end market and become the leader of the new world of beer, clearly answering questions about its current state, future direction, and path forward.
陈文石From Positioning to Belief: Consumer Trends and Brand Strategy Shifts Post-Pandemic
Post-pandemic consumer trends have not changed significantly; despite uncertainties and new information, the essence of consumer mindsets remains stable. This article discusses how consumer demographics, mindsets, and market fragmentation are shaping brand strategies in China's new cycle.
丁佳川Tmall Double 11 Observation: GMV No Longer Matters, Returning to Business Essence Becomes Key
The 2022 Tmall Double 11 shopping festival, despite challenges from the pandemic and global economic downturn, achieved transaction volumes on par with last year, demonstrating the resilience of the Chinese economy. More importantly, Tmall shifted its focus from GMV to long-term value creation, emphasizing member retention, support for emerging merchants, and enhanced consumer experiences, signaling a return to the essence of business.
路言Product Growth Stalling? Seven Product Strategy Insights to Unlock Breakthroughs
Corporate annual budgets typically encompass six strategies, with product strategy being a crucial component. Essentially, budget sales targets and expense planning are all based on product dimensions. If product strategy is unclear, other strategies cannot be precisely implemented. Today, we discuss seven dimensions that require deep consideration in product strategy.
高级研究员 海游Interpretation of New Distribution's 2022 Survey on Brand Manufacturers' Cooperation with New Retail E-commerce
In the post-pandemic era of new retail, the continuous evolution of retail formats is driving brand manufacturers to seek new growth opportunities. New Distribution's survey of nearly 90 brand manufacturers reveals that new retail e-commerce has become a crucial channel for business breakthroughs, with live-streaming e-commerce and community group buying leading the way.
李文君WendyPutting Specialty Coffee in a Can: Nongfu Spring's Tan Bing May Reshape the Ready-to-Drink Coffee Landscape
In recent years, traditional coffee giants and emerging coffee brands in China have been intensifying their efforts in ready-to-drink (RTD) coffee. The current consumer and industry trends mirror the trajectory of Japan's RTD coffee market before its boom, which saw a wave of instant and freshly brewed coffee adoption, followed by a phase where various RTD coffee brands compete for market share through different positioning and strategies. However, in stark contrast to the heated competition fueled by capital and major players, few brands emphasize coffee bean origin, instead relying on instant coffee powder or flavorings to compensate for bean quality. This counterproductive approach has left the RTD coffee market without standout products. Recently, Food Board noticed on Xiaohongshu that many consumers are praising Nongfu Spring's Tan Bing brand Yirgacheffe canned coffee. Sold exclusively at Sam's Club, this coffee quickly became a 'treasure list' item among Sam's enthusiasts, sparking a buying frenzy. Many coffee lovers have commented that it replicates the taste of freshly ground coffee, hailing it as the 'ceiling' of canned coffee.
食品板Variables: Finding the Logic of Growth Within Trends
The 7th China FMCG Channel Innovation Conference, hosted by New Distribution, opened in Chengdu on November 3, attracting FMCG professionals nationwide. The main forum featured 14 keynote speakers, and this article shares the theme of finding growth logic within trends, emphasizing the importance of understanding slow variables and adapting to a new cycle.
赵波International Dairy Giant Arla Invites You to Create a New Future Together!
In recent years, as health awareness has increased, dairy products as a source of high-quality protein have gained recognition from more consumers. Data from the China Dairy Association shows that per capita dairy consumption in China reached 42.3 kg in 2021, up 36.3% from 31.1 kg in 2012. With rising consumption levels, many consumers are demanding higher quality dairy, shifting from simply having milk to drinking good milk. This market change is driving continuous upgrades in dairy product structure, making organic milk with comprehensive nutrition and safe, pollution-free sources a target for many distributors.
New DistributionWritten on the Eve of a New Cycle Amidst Great Changes
2022 has been one of the most transformative years for China and the world in recent decades. The Russia-Ukraine war, Sino-US confrontation, recurring global pandemic, commodity price volatility, and Fed rate hikes have all dampened consumer confidence. Many companies hoped for a better second half, but the market environment worsened. This article explores the underlying shifts in the consumer goods industry, the rise of consumer sovereignty, and the need for companies to adapt to a new cycle.
赵波Entering the New Plant-Based Track, Xiangpiaopiao Continues to Advance Its Health-Oriented Strategic Layout!
Recently, Xiangpiaopiao Food Co., Ltd. (603711.SH) announced a strategic cooperation framework agreement with Oatly (Shanghai) Beverage Co., Ltd. ("Oatly Shanghai") to establish a project company for the R&D, production, and sales of oat-based plant-based beverages in the Chinese market. The two parties will jointly develop pre-packaged plant-based drinks (including but not limited to coffee and milk tea) under the Lanfangyuan and OATLY INSIDE brands. Two new products, Camellia Tieguanyin Oat Milk Tea and Yashixiang Oat Milk Tea, have been launched and are now available on an e-commerce platform.
AsherThe Rise of Miaokelandu and Its Hidden Concerns
From zero to industry leader in 7 years, capturing 40% of the cheese market, what is Miaokelandu's secret? Behind the glory, what concerns lurk? In April 2006, Premier Wen said, "I have a dream that every Chinese, especially children, can drink a jin of milk every day." Since then, Mengniu's slogan "A glass of milk a day, strengthens the Chinese" has spread to millions of households. Recently, the dairy industry has a new saying: "A glass of milk strengthens a nation, a piece of cheese revitalizes an industry." Humans have been consuming cheese for thousands of years...
金梅2023 Budget: A Few Suggestions on Regional Market Expenses
In October, most FMCG companies have started their annual budgeting. This article offers several reminders on expense budgeting to help companies avoid repeating the mistakes of the past year.
高级研究员 海游Is Building a Self-Owned B2b Platform for Distributors a Good Way to Achieve Large-Scale Terminal Coverage?
Recently, due to company projects, I had in-depth discussions with several distributors about the distribution business, and the feedback was that most distributors are finding it hard to do business. First, in the past, with brand dividends, distributors could quickly open up channels relying on brand influence; without brands, channel advantages are greatly affected. Under this model, distributors mostly serve brands, execute according to brand operating models, and have weak control over terminal outlets; once brand momentum declines, their business follows. Second, in the past, with China's population dividend, distributors could thrive by relying on natural market growth and earning price differences, but as the demographic dividend fades, the stock market inevitably intensifies competition, making business harder.
周群Ten Years of Turbulence: Evolution and Trends of China's Marketing Path
Ten years to sharpen a sword, ten years is a small cycle; 'thirty years east, thirty years west,' thirty years is a large cycle. Examining a small cycle, such as the past decade (2012-2022) of China's marketing, requires placing it within a larger long-term context to better understand its origins and trends. The longer the cycle, the more significant the patterns.
胡志刚 郭立新Four Stories to Understand in the Face of Major Trends
This article uses four stories to illustrate the importance of distinguishing between fast variables and slow variables in business. It argues that while companies often chase quick changes, true success comes from understanding and leveraging the underlying slow variables that drive long-term trends.
赵波Two Important Suggestions for FMCG Manufacturers and Distributors in an Era of Great Change
The essence of the FMCG market is population economy. As China enters the Lewis turning point and negative population growth, the market is shifting from volume growth to quality growth. Manufacturers should build a channel team capable of winning in the high-end segment, while distributors should develop capabilities in organizational management, digital marketing, precision operations, and high-end customer management.
陈思廷Startup Brands: If You Can't Win the "Area," Focus on Winning the "Store"!
Core terminals hold significant value for startup brands. 1. I propose that due to resource constraints, startups should shift from "outlet development" to "enhancing outlet competitiveness," and from "winning at the terminal" to "winning among core terminals." In short, with low sales, low profits, and limited budgets, survival requires focusing resources on select outlets, building core terminals, and collaborating symbiotically to gradually influence a wider area. 2. Startup brands need to leverage the brand power of retailers, for example...
高级研究员 海游Baishanzu's "Three No" Rice Topping Sauce Ad Hits Focus Media, Challenging the Status Quo of the Sauce Market
Rice topping sauce, dubbed the "rice devourer's神器" by young people, is riding the wave of its category to stir up a multi-billion yuan market. With traditional giants doubling down, emerging brands surging, and capital chasing, the rice topping sauce track is bustling with activity. Recently, the new brand Baishanzu launched its creative ad "I'm proud, I'm a 'Three No' product" on Focus Media's elevator screens, attracting young consumers and igniting a new wave of no-additive, health-conscious upgrades in the rice topping sauce category.
New DistributionFMCG Calls for 'High-Level Deep Distribution'
As internet dividends fade and online profits dwindle, FMCG companies are increasingly returning to offline channels. Marketing expert Liu Chunxiong proposes 'high-level deep distribution' as a response, emphasizing promotion over mere coverage, and using China Resources Snow Breweries' 'Five Points One Line' methodology as a successful example.
陈思廷2022 Mooncake Style Battle Settled: Cantonese Style Wins 48% Support over Beijing Style, with Flowing Custard Growth 5.8 Times That of Five-Nut
As Mid-Autumn Festival approaches, mooncake consumption peaks. Traditional mooncakes have four major styles: Beijing, Cantonese, Suzhou, and Hong Kong. Regional preferences are relatively stable, but economic development and migration have changed them, sparking debate over which style and flavor is most popular. On September 7, JD Super, the largest online supermarket in sales and users, released data that may settle this decades-long controversy. According to JD Super's Mid-Autumn consumption data, Cantonese-style mooncakes lead with 48% support, surpassing Beijing-style. The growth rate of flowing custard mooncakes, a Cantonese representative, is 6.8 times that of five-nut mooncakes, a Beijing representative.
New DistributionUnder the Premium Trend, Can 3-Yuan Water Become the Mainstream?
In July last year, Nongfu Spring launched a natural snow mountain mineral water priced at 3 yuan. In January this year, Kunlun Mountain, which had been in the mineral water market for 12 years, reduced its price from 5 yuan to 4 yuan. In June this year, Genki Forest's Youkuang mineral water also dropped from 5 yuan to 3 yuan, and its statement at the launch event, 'Let all water factories compete fiercely,' stirred the industry, prompting many bottled water brands to start a new round of price competition. On e-commerce platforms, the price cuts for high-end bottled water have been even more aggressive. For example, Aikua, originally priced at 4.6 yuan per bottle, is now promoted at 2 yuan.
李相如Goodbye, Million Sales Assistants
Today, whether in retail stores or restaurants, the most noticeable difference from a decade ago is the near disappearance of sales assistants. This article explores why the sales assistant model emerged, why it has vanished, and what brands can do at the point of sale in its wake.
陈思廷Four Approaches to Solving KA Store Execution Issues
Despite declining offline foot traffic, offline channels remain crucial. To maintain a competitive edge, companies must focus on meticulous management and professional execution. This article outlines four strategies for addressing KA store execution problems: improving communication to solve individual issues, institutionalizing problem-solving through regular business reviews, optimizing operational processes to systematically resolve common issues, and enhancing the quality of planning to prevent execution failures.
曹扬Geoffrey CaoThe Overlooked "Visit Rate" by Distributors
An industry expert once said that in the FMCG industry, everyone talks about "distribution rate," but the premise of distribution rate is "visit rate." Visit rate is the cause, and distribution rate is the effect. Discussing distribution rate without considering visit rate is putting the cart before the horse. This key metric is often forgotten, a common mistake in marketing. Many distributors I know overlook this crucial indicator. Today, we discuss how to achieve sales growth through a scientific visit rate.
李锋