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 25 of 96
FMCG Manufacturers Need More Than Just a System—They Need a Great Coach
A recent visit to an FMCG brand revealed that while SaaS vendors pitch powerful features, brands often remain confused about their own needs. The article argues that brands require not just a system but a coach who understands their operational pain points, and as dealers increasingly become the end users, vendors must also grasp dealer economics to ensure successful adoption.
高级研究员 海游The Dawn of a New Era: Are You Ready for 2022?
As China enters a new era of development, the era of high-speed growth has ended, and a new era of quality and innovation begins. This article explores the challenges and opportunities of this transformation, and introduces the upcoming New Distribution New Year's Eve Live Broadcast, which will feature eight experts discussing what 2022 holds.
新经销团队The Dawn of a New Era: Are You Ready for 2022?
As China's rise and national rejuvenation reach a critical juncture, we face unprecedented opportunities and challenges, entering a new era marked by the end of high-speed growth. The upcoming 2022 is set to be a historic year, and the second New Distribution New Year's Eve Live Stream will explore the characteristics and opportunities of this new era with industry experts.
新经销团队The Logic and Future of Marketing in China
Amid a global economic slowdown, China's economy remains robust, a phenomenon that cannot be explained solely by corporate marketing, technology, or classic marketing theory. This article argues that China's success stems from the integration of national strategy and market mechanisms, and calls for Chinese enterprises to move beyond arbitrage marketing toward original innovation and social responsibility.
金焕民Understanding Their Needs and KPIs Better Than KA
As offline foot traffic declines, it's crucial to maintain and optimize offline channels through professional management. This article, part of a series by New Distribution with former Coca-Cola China executive Cao Yang, emphasizes that understanding customer KPIs is essential for effective KA management, moving beyond mere relationship-building to achieve mutual business goals.
曹扬The Sharp Tool for Extracting Digital Oil: Intelligent Image Recognition Systems
This article discusses the concept of digital transformation in the FMCG industry, using Liu Run's analogy of oil extraction to explain the process from data collection to wisdom. It emphasizes the importance of accurate data collection and introduces image recognition technology, specifically Baidu's EasyDL retail version, as a key tool for precise data extraction in various retail scenarios.
高级研究员 海游Upgrading Deep Distribution: The Digital "Six Doubles" Operating System
Transformation is not a simple individual change but a systemic one, requiring a shift from the old system to a new one that matches the new environment. This article proposes a "Six Doubles" digital operating system—dual paths, dual private domains, dual scenarios, dual shelves, dual delivery, and dual middle platforms—based on three principles: bC integration, online-offline integration, and the integration of manufacturer, distributor, and store. It also discusses the technical, organizational, and process guarantees needed for implementation.
刘春雄 刘馨忆The Changing and Unchanging Impact of Internet E-commerce on Offline KA
KA is not just hypermarkets; it is a collection of the most important customers across various channels. Consumer behavior has given rise to different channel types, and key accounts are the most important customers selected from each channel, including hypermarkets, supermarkets, convenience stores, etc. Only by fully understanding the differences and connections between KA and hypermarkets can we further discuss how to respond to the impact of the Internet on KA. Sometimes it's easy to blame the Internet for declining hypermarket sales. If we ask corporate managers about the problems in cooperating with hypermarkets, the answers are roughly as follows.
曹扬Why Most Brands Can't Learn from Genki Forest
Even without infringement incidents, people no longer like to use the title 'the Haidilao of ××'. Now, emerging brands prefer to tout Genki Forest because it's hot, young, and has more growth potential. Against the backdrop of sluggish growth among many giants in the past two years, Genki Forest has surged ahead, becoming the fastest-growing dark horse. At the beginning of the year, the authoritative institution Dolphin Society released the '2021 China New Consumption and New National Brand TOP 100 Ranking', where Genki Forest won first place in growth rate in the domestic beverage and alcohol industry, with 2020 sales scale increasing by 309% year-on-year.
New DistributionUni-President Group's 'Empire Building'
Recently, Uni-President Group Chairman Lo Chih-hsien publicly stated that the company will focus on a 'lifestyle brand' strategy, with four main pillars: manufacturing + R&D, trade + distribution, retail + experience, and alliances + M&A, aiming to build an Asian distribution and lifestyle platform. This marks the second 50-year growth engine for Uni-President Group. Established over half a century ago, Uni-President Group is not only a leader in the domestic food industry but also a dominant force in Taiwan's consumer market. Unlike the first generation's manufacturing mindset, Chairman Lo has in recent years emphasized 'doing brands, not manufacturing,' leading the group's transformation.
田静Demand for 'Low-Sodium Water' Highlights, Evergrande Spring Occupies High Ground
Evergrande Spring's operating data shows that from January to August 2021, cumulative revenue surpassed the full year of 2020, with a year-on-year growth of 38%. Among its products, low-sodium water sales surged 84% year-on-year, increasing its share from 20% to 30% of total sales. This growth is attributed to consumer education campaigns and strategic positioning in the premium natural mineral water segment.
秦淮The Battle for the New King of China's Soft Drink Market | 2021 Annual Review
Driven by Genki Forest, China's soft drink industry is undergoing a revolutionary shift in competitive dynamics. In 2021, the main battleground was the sugar-free sparkling water segment, with traditional giants like Coca-Cola and Nongfu Spring facing off against new entrants like Genki Forest and Heytea.
赵虹宇Is KA Just a Hypermarket?
The decline in offline foot traffic is an indisputable fact, but it doesn't mean offline channels are no longer important. Compared to embracing new retail formats, it's more critical to hold the baseline of offline channels through meticulous management and professional practices. To this end, New Distribution, in collaboration with Mr. Cao Yang, former General Manager of Coca-Cola China's Key Account Management Group, launches the "Key Account (KA) Management Practice" series, aiming to provide frontline channel managers with a complete methodology for managing offline key accounts in a turbulent market. This is the first installment, focusing on cognition.
曹扬The Era of Goat Milk Formula Breakthrough: How Can Distributors Achieve Synergistic Growth in B&C?
Recently, the State Administration for Market Regulation issued new regulations for infant goat milk formula, stipulating that products using bovine whey powder (commonly known as 'mixed goat' or 'half goat' milk powder) can no longer be labeled as 'goat milk powder'. This has prompted many 'half goat' companies to consider transitioning to 'full goat' or exploring other niche categories. The new regulations accelerate the standardization and upgrade of the goat milk powder market, benefiting brands focused on pure goat milk protein formulas.
AmyFMCG Companies' Deep Distribution Model Urgently Needs Upgrading
The Chinese market is characterized by multiple tiers, diverse retail channels, and a lack of integrated logistics, with millions of mom-and-pop stores being a key distribution channel. The deep distribution model, while effective in the past, now faces challenges from declining foot traffic and the rise of omnichannel retail, necessitating upgrades in management, value chain, and consumer marketing.
赵波China's Yogurt War
In recent years, China's yogurt market has been witnessing a battle for the high-end segment. Consumers see not only traditional brands like Mengniu, Yili, Sanyuan, and Guangming but also new forces such as Jane, Le Pur, Classy Kiss, Beihai Pasture, and Oatly, all emphasizing simpler ingredients yet commanding higher prices. This article explores whether high-end low-temperature yogurt is a 'tax on intelligence,' the challenges of cold-chain logistics, and the future of small, beautiful brands in this niche market.
商隐社Where to Start with Channel Digitalization?
Many business owners ask me, 'Teacher Zhu, is it too early for our company to start digital transformation?' I express my view in three sentences: digital transformation must be early, must be difficult, and must be done. There is much discussion about digitalization from various angles and positions. Here, I mainly stand from the perspective of brand owners, discussing how enterprises can achieve digitalization through channels. The main problems faced by traditional channels are profit distribution and sell-through at all levels. Simply put, someone is willing to sell, and someone is willing to buy. One is the physical space grab for shelf space, and the other is the occupation of mind space.
朱朝阳Offline Foot Traffic Down 30%, Is KA Still Worth Heavy Investment?
As offline foot traffic continues to decline, is the importance of offline channels for FMCG brands diminishing? What problems have brand owners faced in KA (Key Account) management? What can leading FMCG companies' KA management teach the industry? Facing uncertainty, what is the real significance of doing KA management well? With these questions, New Distribution interviewed marketing expert Mr. Cao Yang to gain his insights.
任文青Is the Vinegar Business Really That Hard? Hengshun Vinegar Industry Plans Private Placement to Expand into Compound Seasonings
Hengshun Vinegar Industry, facing sluggish vinegar sales, announced a private placement to raise up to 2 billion yuan for expanding production of vinegar, cooking wine, soy sauce, and compound seasonings, aiming to transform from a vinegar leader to a seasoning leader.
New DistributionFeihe, Mead Johnson, Wyeth and Other Dairy Companies Deny Price Hikes; Raw Milk Cost Share Is Low, Hard to Affect Terminal Product Prices
Amid the Double 11 shopping festival, the shadow of price increases has spread to the dairy industry. Despite rising international milk powder raw material prices, major Chinese formula makers like Feihe, Mead Johnson, and Wyeth deny any price adjustments, citing minimal cost impact and existing inventory buffers.
朱欣悦What Is the First Step in Enterprise Digital Transformation?
At the China FMCG Conference held by New Distribution in September, we concluded that the first step in digital transformation for FMCG companies is not studying digital patterns or making decisions based on numbers, but ensuring authentic data collection. Without authenticity, having data is more dangerous than having none. If the team doesn't love the terminal system, pause the digital transformation.
高级研究员 海游Every Distributor Deserves to Re-Engage the Terminal Market
Many distributors dismiss the idea of re-engaging the terminal market, believing that offline sales are declining irreversibly. However, a case study of a Jinluo distributor shows nearly 10x growth by systematically re-conquering stores with dedicated promoters and aggressive in-store tactics. The article argues that offline growth comes from seizing competitors' share, not from category growth, and that distributors must evolve into large-scale operators by focusing on efficiency, multi-category expansion, and terminal dominance.
袁来2022 Annual Planning: Less Empty Talk, More Focus, Practicality, and Detailed Work Items
As the year draws to a close, many FMCG manufacturers and distributors are once again contemplating their strategies for the coming year. Faced with increasingly complex internal and external environments, the biggest concern for every sales manager is how to 'view, handle, and execute' effectively, and how to formulate marketing strategies that truly align with brand development and market realities. Drawing on recent experiences in corporate strategy discussions, the author shares a methodology that may offer some inspiration. Common pitfalls in strategy formulation include: 1. Content too vague, applicable everywhere...
邢仁宝The Great Transformation of Convenience Stores: 'Chinese Value' in a Complex Landscape
According to Japanese convenience store research expert Nobuaki Taya, this 'small but beautiful' retail format is undergoing its second rebirth. The first transformation occurred 50 years ago in Japan, initiated by Toshifumi Suzuki, who introduced the American convenience store model and adapted it to Japanese culture. Now, as convenience stores expand in China, they are developing a unique 'Chinese value' that reflects differences in time, space, and trends, and this will determine the industry's future direction.
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