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 22 of 96
The Pain of Low-Alcohol Drinks
Some low-alcohol drink brands have died in Shanghai this spring. Unlike the 2020 pandemic, which was almost beneficial to the industry, this round has brought supply chain tightening, poor freight, and a longer recovery period. The market is far smaller than the imagined 'hundred-billion' scale, and low repurchase rates have become a hidden pain for brands.
昭晰Returning Offline: Building a New Foundation
Traditional enterprises have a foundation, at least a home market. Industry leaders always have connected or national home markets. Without a foundation, they become wandering rebels. The 10-year e-commerce boom made many doubt whether the foundation had shifted online. In 2022, we observed a trend of 'returning offline,' but it's not about going back to the past; it's about building a new foundation that combines offline basics with internet skills.
刘春雄2022 H1 Douyin Marketing Growth Review: H2 Content-Driven Growth Methodology
This article reviews the shift in e-commerce during 618, noting Tmall's decline and Douyin's rise, and introduces the FASD closed-loop growth model for Douyin. It details the 'Super Content System' with CAFE, SEVA, and AIMT methodologies for effective seeding and harvesting, using Dermalogica as a case study.
飞扬Top 10 Keywords in the FMCG Industry for the First Half of 2022
In the first half of 2022, the FMCG industry faced another round of pandemic challenges. This article reviews the top 10 keywords that defined the industry's efforts, changes, and trends, including prepared dishes, brand crossovers, the metaverse, Chinese-style nourishment, Douyin algorithms, digitalization, private domain traffic, community group buying, new consumption, and returning offline.
冯瑶Combining "Product + Channel" Strategies: Is the Cereal Industry Still "Old Ginger Is Spicier"?
In the food sector, brand rejuvenation is a clear trend, and cereal is no exception. Having been in the Chinese market for years, cereal has shed its image of being single-flavored and troublesome to cook, becoming not just a "senior breakfast" with health benefits but also a top choice for "meal replacement" that is both delicious and healthy, a staple grain food in young people's homes. Relevant data shows that the domestic cereal market has a stable existing space and huge potential, attracting many new brands. Singapore's Viz Branz Group (hereinafter referred to as Viz Branz), whose GoldRoast cereal has stood firm in the Chinese market for 30 years, completed the formation of a new management team earlier this year, making further clear plans for the brand's future development, making an innovation imperative.
New DistributionA Few Small Trends Happening on the Frontline of the Market
After two months of field visits across more than 20 cities, a veteran FMCG manager observes subtle but accumulating changes in channels and terminals, from the consolidation of fragmented channels in high-tier cities to the resilience of traditional core channels in lower-tier markets, and the varying anxieties and strategies of distributors and retailers by city tier and scale.
许翔 Ryan Xu"Arbitrageurs" Stumble in Shanghai's Clearance Market
In a warehouse on Shanghai's Jialing Road, a box of Genki Forest milk tea has been sitting for over a month at 20 yuan, a fifth of its original 109 yuan price, yet few are buying. Zhang Wei, who entered the "clearance market" four months ago, is one of many newcomers facing unsold stock and logistical hurdles, while veterans warn that the industry is evolving beyond just low prices.
周月明From China Resources Snow Breweries' First Annual Sustainability Report: The Era of High-Quality Development in China's Beer Industry
On June 14, China Resources Snow Breweries released its first annual sustainability report, replacing its previous social responsibility reports. The report outlines the company's practices in product innovation, management reform, environmental protection, employee growth, partner development, and social welfare, reflecting its commitment to high-quality development.
小新Why Junlebao's New Lezhen Formula Has Become the Undisputed Choice in the Market?
Recently, Junlebao's Lezhen brand underwent a comprehensive upgrade, leading the lactoferrin formula segment with a golden ratio of 100mg/100g lactoferrin. This marks another ultra-premium flagship product following Youcui Organic Formula. As China's demographic dividend fades with declining birth rates, the infant formula industry has entered a stage of stock market competition, where core competitiveness now hinges on brand, product diversification, mature user management, healthy growth targets, stable pricing, and full industry chain coordination.
AmyConsumer Spending Hit Hard: A Panorama of Store Closures and Contractions in Physical Retail
The pandemic has dealt a heavy blow to consumer spending, forcing many physical retailers to close stores or shrink operations. From restaurants to new consumer brands and supermarkets, businesses are struggling to survive, with closures and losses becoming widespread.
晴山Reflections on Consumption Changes Amid the Pandemic: Looking at the Future of Discount Chain Stores in China Through the Retail Evolution of the US, Germany, and Japan
Consumers are gradually returning to the essential value of goods. How will discount retail open a beautiful new world? Shanghai's lockdown has lasted over two months, and most residents have experienced a journey from racing to buy groceries online, to bartering and hoping for community supplies, to ultimately relying on community group buying led by group leaders for all daily necessities. In this special context, group-buying behavior centered on group leaders has covered almost all of Shanghai's 25 million residents, providing basic guarantees for people's lives to a large extent.
陈十一30 Observations on Consumption Trends, Opportunities, and Challenges After the Pandemic
Data shows that the FMCG industry has been significantly impacted. In April, total retail sales of consumer goods fell 11.1% year-on-year, with declines in most categories except beverages, grain and oil, and medicine. Consumption sentiment is cautious, with a trend toward conservative spending rather than downgrading. Channel inventory is high, and companies face cost pressures and sales challenges. The competitive landscape remains stable, but new opportunities exist in prepared dishes and compound seasonings. Recommendations include prudent investment, product structure adjustment, and embracing new retail channels.
道农Exclusive Observation | When Will China Resources' "Beer + Baijiu" Dual-Wing Strategy Expand into Sichuan Baijiu? The Landscape of Sichuan's "Little Golden Flowers" May Shift
Recently, many distributor friends have left messages asking New Distribution to interpret China Resources' baijiu strategy. Given the accelerating pace of China Resources' baijiu layout, they are eager to know where its next move will be—in Guizhou or Sichuan. This article analyzes the strategic significance of baijiu for China Resources, deduces its possible layout approach, and speculates on which Sichuan baijiu brand it might partner with.
陈思廷Seven Major Trends in the Future Development of Distributors
The resurgence of COVID-19 outbreaks has put distributors, who were already struggling, under renewed pressure. However, this article is not about the business challenges under the pandemic. Outstanding and capable distributors have always emerged through rounds of market changes and harsh environments. Facing business fluctuations, operators should always be rational optimists: optimism is the business mindset, while rationality is the business science. By understanding industry trends and adhering to correct, professional, and optimistic business practices, as long as you stay on the right path and persist, for distributors, this is just a test on the road to distant success.
袁来Targeting Sweat Scenarios in Sports, What is the Market Prospect of Blue Moon's Sports Laundry Detergent?
On May 10, the signing ceremony for the official exclusive supplier of the 31st Summer Universiade and new product launch was held. At the event, Blue Moon announced its role as the official exclusive supplier and launched a major new product: Blue Moon Sports Laundry Detergent. As an industry leader, sponsoring a world-class sports event and launching a sports-specific detergent raises questions about the strategy and uniqueness of this product. New Distribution, as an observer of industry channels, analyzes this from a distribution perspective.
秦淮In-depth Insights | Anatomy of Five Major Retail Trends in 2022
The pandemic's repeated impact continues to weigh on the consumer market, with total retail sales of consumer goods reaching 44.0823 trillion yuan in 2021, up 12.5% year-on-year. Amidst this, five key trends are emerging:业态分化加大,品质消费提升;零供关系变革,厂商界限模糊;国货国潮兴起,Z世代成主力;线上监管强化,线下迎来转机.
利丰研究中心Not Stingy with Money but "Stingy" with Goods: A New Consumption Trend
Young consumers are becoming more rational and practical, focusing on quality and need rather than price alone. They seek the best value, avoid waste, and embrace green consumption, reflecting a shift from mere frugality to a deliberate rejection of excess.
点外卖的DT君Major Release | FoodPlus "2021 China Food & Beverage Consumer Products Annual Entrepreneurship and Investment Report - Full Version"
FoodPlus has consistently focused on building the ecosystem for China's food and consumer products entrepreneurship and investment. This report, the first of its kind, provides a comprehensive and in-depth analysis of the sector's development in 2021, covering investment data, trends, and insights from founders and investors.
FoodPlus团队Frequent Occurrence of Large-Age Inventory: How to Resolve This "Brand Red Flag"?
With the recurring pandemic, the issue of large-age inventory has become one of the more prominent problems for manufacturers and distributors. How to effectively avoid the generation of large-age inventory and minimize losses across the supply chain? Based on past experience, the author offers suggestions and digital application cases to inspire manufacturers and distributors. At its core, large-age inventory arises when the quantity of goods purchased exceeds the speed of sales, leading to slow-moving stock—a dynamic process. Causes include inaccurate distribution, overstocking, channel disruptions due to unexpected events, and poor customer inventory management. Solutions require both preventive measures and post-event handling.
邢仁宝A Comprehensive Overview of Major Players and Business Models in China's Pre-prepared Dish Market
In 2021, the pre-prepared dish market reached 340 billion yuan, a year-on-year increase of 18%, and was listed by Tmall as one of the top ten trend products for Double 11. Currently, Chinese households spend an average of 1 hour and 35 minutes per day on cooking, and compared to 2000, 45.9% of families have reduced their kitchen cooking time by about 45 minutes. Compared to cooking or waiting for delivery, pre-prepared dishes are undoubtedly a time-saving and labor-saving choice. With their pre-processed product characteristics, the dishes cooked are not only of high quality but also better meet health and safety requirements in terms of raw materials and nutritional pairing.
胡钶Analysis: Why Are There Fewer and Fewer Post-90s Salespeople in FMCG?
FMCG companies are recruiting every day but still face shortages, with a common phenomenon of grassroots staff job-hopping among themselves, yet fewer post-90s are joining FMCG teams. Many post-90s, even those with bachelor's degrees or above, prefer delivering packages, food delivery, or ride-hailing over joining the FMCG workforce. This article explores the reasons and remedies for attracting post-90s to the industry.
高级研究员 海游Master Kong's Counter-Trend Growth: Aerospace Empowerment Opens a New Landscape
In April, China's aerospace sector will once again trend online. From 1 day to 6 months, and from 1 person to 3, China has repeatedly broken records for space stays, with Shenzhou-13 now in its return countdown. On March 24, CCTV reported that the three astronauts had begun return preparations, with the return mission scheduled for mid-April. This mission, the longest crewed flight in China's history, marks a new milestone in building a space power. As a five-year partner of China's aerospace program, Master Kong has leveraged this strategy to drive growth and fulfill its corporate responsibility.
田静Returning Offline: What Is the Channel Lever?
The marketing lever has evolved from wholesalers to retail stores to platform traffic, and now, in the bC integration era, the lever is the 'single-store community.' This article explains why the smallest channel unit is crucial for effective marketing and how to replicate it for success.
刘春雄Star Chart Data | 2022 E-commerce Development Analysis Report
This report by Star Chart Data reviews the volatile e-commerce industry in 2021 and looks ahead to the challenges of 2022 amid recurring COVID-19 outbreaks. It analyzes the current state of e-commerce, comprehensive e-commerce platforms, live-streaming e-commerce, community group buying, and new retail.
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