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 21 of 96
Can Industries That Missed Deep Distribution Board the Group Buying Supply Chain Revolution?
This article discusses how industries that missed the deep distribution revolution, particularly fresh produce and other non-standard products, can now leverage community group buying platforms to undergo a supply chain revolution. It argues that while standard products have achieved channel revolution through deep distribution, non-standard products require a different approach, starting from the consumer end and tracing back to the source, with group buying platforms playing a pivotal role.
刘春雄How to Upgrade the Digital Capabilities of the Deep Distribution System?
Most companies' deep distribution systems face low visit rates, low per-capita output, high costs, management difficulties, aging teams, and serious talent attrition. Upgrading through digitalization can improve efficiency, reduce costs, standardize operations, leverage big data, automate transactions, expand contact surfaces, and extend transaction depth, but must address organizational rigidity, interest entrenchment, and lack of planning.
赵波Redo the Terminals All Over Again
For distributors, terminals are crucial as they convert products into consumer goods. Is it necessary to redo this link in market operations? Yes! This article argues that despite declining offline sales, distributors can still find growth by redoing terminals, focusing on grabbing existing market share, and becoming large-scale distributors.
袁来Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy
Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value.
秦淮In the Next 5-10 Years, 70%-80% of Small Distributors Will Be Eliminated
The article predicts that in the next 5-10 years, 70%-80% of small and medium-sized enterprises will be eliminated, and this is becoming a reality in the distribution sector. Traditional distributors are being phased out due to complex environments and new retail, while large distributors are rising and being supported by brands. The article analyzes the current forms of distributors, explains why the trend towards large distributors is inevitable, and advises brands to support large distributors and focus on their core competencies.
赵波How to Leverage Variety Shows to Convert Brand Power into Sales Power?
With an increasing number of variety shows, more FMCG brands are sponsoring them, with FMCG accounting for 50% of the sponsorship market. Among the top shows in the first half of the year, "Infinity and Beyond" stood out, and Lee Kum Kee's sponsorship is analyzed from three dimensions: brand value, product value, and channel value, to help distributors understand what makes a good sponsorship and how to turn brand power into sales.
秦淮Chinese Consumers Become More Prudent Amid Pandemic
According to Accenture's 2022 China Consumer Insights report, Chinese consumers are becoming more prudent and willing to spend on areas that bring long-term value, driven by long-term trends and the pandemic's impact.
陶紫东Practical Guide: How Can Brand Owners Achieve Store Self-Ordering and Display Maintenance?
In recent years, due to rising labor costs and the spread of internet technology, many brand owners have attempted to enable terminal stores to place orders and maintain displays autonomously. Except for a few industry leaders leveraging their channel coverage, product mix, brand power, and digital capabilities, most brand owners have not achieved satisfactory results. The core issue is not technology or operational skills but the store owners' willingness to use the app. This article explores how mid-sized enterprises can address the willingness problem through selection, incentives, verification, and process design.
高级研究员 海游Uni-President China Holdings' H1 2022 Results: Consolidating the Core Business and Seeking New Opportunities
Uni-President China Holdings (hereafter 'Uni-President China') released its H1 2022 financial results. Revenue reached RMB 13.9 billion, up 7.2% year-on-year, while gross margin fell 4.7 percentage points to 30.1%. Net profit was RMB 614 million, down RMB 232 million from the same period last year. Growth was driven by the food segment, with revenue of RMB 5.4 billion, up 14%, partly due to pandemic-related demand for instant noodles.
冯瑶Genki Forest's 'Cooler Defense War' That It Cannot Afford to Lose
In 2020, Genki Forest's management held an internal discussion on how giants could destroy the company, foreshadowing intense competition. Over the following two years, Nongfu Spring and Coca-Cola led a crackdown, and in 2022, Genki Forest shifted from an internet-plus beverage company to a traditional food and beverage enterprise, aggressively deploying coolers and offline marketing while facing slowed revenue growth.
袁喜乐The Mid-Game Battle of Craft Beer: With Only 2% Consumption Share, Where Are the Opportunities to Break Out?
Craft beer's growth in China is strong but its market share remains small at just 1.9% of total beer consumption in 2020. The path to mainstream adoption faces challenges in price, channels, product, and promotion, but companies like Hema and Lehui International are finding ways to break through.
刺猬公社编辑部Reasonable Channel Policies Are the Cornerstone of Deep Distribution
The article discusses the importance of designing reasonable channel policies for deep distribution, emphasizing that overly detailed policies can be counterproductive. It provides principles for policy formulation, the need for effective communication and execution, and the importance of collecting feedback from the field.
高级研究员 海游Industry's First Instant Retail Open Platform Model White Paper Released: A 'Revelation' for FMCG Manufacturers
On July 27, JD.com and Dada, in collaboration with the China Chain Store & Franchise Association (CCFA), released the industry's first white paper on the instant retail open platform model. The white paper elaborates on the development, models, capabilities, and cases of instant retail, providing direction and guidance for the industry. Its core content can be summarized in four points: 1. Clear definition of instant retail with distinct demand characteristics; 2. Significant growth in instant retail, with trillion-yuan capacity visible in recent years; 3. Platform model advantages prominent, led by JD Daojia; 4. Platform model empowers multiple parties with clear case practices.
秦淮4 Consumer Trends for the Second Half of 2022
As 2022 enters its second half, the consumer market remains sluggish due to the pandemic. This article identifies four small trends—shopping behavior, public sentiment, brand preference, and lifestyle—that offer potential opportunities for brands to find new growth.
岚岚Most Companies' Digitalization Efforts Are Just to Alleviate Anxiety!
A leading FMCG company with hundreds of thousands of retail outlets cannot even pull a list of terminals with monthly sell-through of 5 cases, highlighting a common reality: despite much talk about digitalization, most companies struggle to obtain basic data. This article argues that the real obstacles are status quo bias and collective inertia, and that many digitalization initiatives are merely superficial actions to ease anxiety rather than address the hard strategic and organizational challenges.
任文青AndyNew Opportunities for GoldMax Amid the New Global Consumer Market Landscape
The second China International Consumer Products Expo (CICPE) in Hainan showcased the benefits of the free trade port, attracting over 2,800 brands from 60+ countries. Hainan Guojian Group, with its GoldMax brand and International Industrial Park, leveraged the expo to launch a global white paper on grass-fed dairy and unveil a brand strategy upgrade, aiming to capitalize on the free trade port's policies and drive cross-border trade.
New DistributionAfter Deep Distribution, What Will Be the Next Major Innovation in Chinese Marketing?
This article examines the achievements and current confusion in Chinese marketing, arguing that while channel innovation like deep distribution has driven past success, the next major breakthrough will center on customers—specifically, building direct, seamless connections with them through brand and channel innovation.
陈思廷From Near Bankruptcy to 500 Stores: An 8,000-Word Review of the Marketing Logic Behind HOTMAX's Explosive Success
If you still don't know about HOTMAX, either you're wealthy enough not to need it, or you're out of touch. This article dissects HOTMAX's rise from near bankruptcy to 500 stores, exploring the underlying logic of its success through five dimensions: consumption trends, brand positioning, strategic stages, product structure, and cognitive value.
定位苦行僧All Distributors Should Rebuild Their Terminal Operations Through Salary and Assessment Adjustments!
This article argues that a distributor's frontline salesperson compensation structure is the best indicator of their management capability and future prospects. It categorizes three common salary structures and explains how they reflect different business philosophies, ultimately advocating for a market-oriented approach that rewards market-building actions.
袁来Sugar, a Not-So-Great Work | 2022 Mid-Year Consumer Report
This report examines the prevalence of sugar in modern diets, the history of sugar production, its health risks, and the rise of sugar substitutes (代糖) as a response. It highlights consumer concerns about calories and health, and explores various sweeteners like erythritol, sucralose, stevia, and allulose, along with future trends in sweetener technology.
投资美好生活的New Consumption Mid-2022 Review: Who's Hot, Who's Not?
In 2022, new consumption seems to have no new stories, but the ebb of the tide doesn't mean the industry's decline. In the capital winter after the cooling of new consumption, some trends have disappeared, but others have heated up. This article summarizes the new trends in the first half of the year, including the shift from tea drinks to coffee, the cooling of plant-based products, the rise of pre-made dishes, the divergence between color cosmetics and skincare, and the opportunities in pet and outdoor sectors.
开菠萝财经团队In-depth Report: Digital Transformation of Offline Distribution Chains in China's FMCG Industry 2022
Jiaziguangnian Think Tank releases an in-depth report on the digital transformation of offline distribution chains in China's FMCG industry, addressing three key questions: what new adjustments have occurred in the rapidly developing FMCG industry, what difficulties offline development faces despite heavy reliance on offline distribution, and which digital approach is suitable for breaking through constraints. The report highlights that offline distribution remains the absolute pillar of social retail sales, and proposes a neutral third-party platform to empower distributors digitally.
甲子光年Dilemmas and Transformation: How Can the Juice Sector Break Through the Intertwined Challenges?
In 2009, juice drinks held an 18.56% share, ranking among the top three in China's beverage industry by production and sales. By 2020, this figure had fallen below 15%, with ready-to-drink tea surpassing juice at 21.12% to claim the third spot. Despite this decline, new tea brands continue to launch fruit-based drinks that are widely popular, indicating a complex market dynamic. The juice industry faces contradictions: health trends and market potential versus stagnant sales, necessitating an upgrade from supply to product.
郑一鸣The Evolution and Revolution of Deep Distribution in FMCG - FMCG Industry Seminar
Deep distribution has been the most successful distribution model for FMCG in the Chinese market over the past two decades. However, traditional deep distribution, characterized by a 'human wave' strategy, is facing challenges in cost, efficiency, and management. This seminar will explore the evolution and revolution of deep distribution in the FMCG industry.
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