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 28 of 96
On the Eve of the Cheese Market Explosion, a Dark Horse Quietly Lurks: 'Jisdin' Makes Big Moves!
In the current dairy industry, cheese is undoubtedly the hottest subcategory. Recent major events and data show the market's prosperity: Milkground's cheese revenue surged 125% in 2020, Yili's cheese revenue soared 812.56%, and Mengniu acquired a controlling stake in Milkground. Jisdin, a brand born in 2018, has been quietly preparing and is now making a high-profile entry with brand upgrades and strategic partnerships.
秦淮BC Integrated Operations Will Ultimately Replace Deep Distribution
A fundamental reality: after 2010, no well-known new brand rose through advertising (perhaps Xiaoguan Tea is an exception); similarly, no new brand achieved fame through deep distribution (perhaps Jiangxiaobai's deep distribution after IP ignition is an exception). Advertising-driven (brand-driven) and channel-driven approaches are no longer the driving forces for corporate rise. The distribution logic of channels is giving way to the sell-through logic. Deep distribution is distribution logic, while BC integration is sell-through logic. Distribution solves the 2B problem, while sell-through simultaneously addresses both B and C. Once sell-through is solved, distribution is no longer an issue.
刘春雄Leading Trends, Reflecting Changes: The 6th Wine Industry 'Golden爵 Award' Officially Launched in Beijing
On June 15, the media communication meeting for the 6th China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award was held in Beijing, with representatives from over 20 mainstream and industry media outlets attending to discuss the characteristics and trends of the new cycle of wine industry development. The important role of the Golden爵 Award in activating market consumption and leading industry upgrading was unanimously recognized and highly praised by attendees.
New DistributionDon't Let Community Group Buying Become the 'Scapegoat' for Declining Sales
Community group buying has been a hot topic this year, naturally becoming the biggest 'scapegoat' for declining sales among some FMCG marketers. After visiting several distributors and brand managers, I found many blaming community group buying for weak sales in April and May. However, I argue that they should first self-examine their own operations, then analyze the industry and market, rather than shifting blame.
高级研究员 海游Heavyweight | Full Version of the "2020-2021 TOP 20 Community Group Buying Platform Research Report" Released
In 2018, community group buying platforms attracted over 4 billion yuan in capital as they emerged. In 2019, the sector cooled down with annual financing of only about 2 billion yuan. In 2020, catalyzed by the pandemic, community group buying surged again, with 19 disclosed financing events totaling 17.17 billion yuan, a record high. Meanwhile, the competitive landscape changed dramatically as internet giants like Meituan, Pinduoduo, and Didi entered the fray.
New DistributionTerminal Media: Easy to Use, but Not Everyone Can Use It Well
Subway station ad spaces are increasingly vacant, and the once grand alcohol brand ad campaigns have long lost their aroma. Even the previously diverse outdoor screens and elevator ads are now often filled with public service content about environmental protection, animal care, and health. Does this mean front-end media advertising is no longer needed? Of course not. Under the strategic premise of deeply operating target audiences and focusing on marketing conversion, broad-traffic front-end media ads are no longer pleasing clients. Some might say it's because there's no money. Unfortunately, it's possible to lack money for benefits, but there's always money for advertising; clients have simply shifted their affections.
车阳“Self-Procurement” Saves KA, “Group Wholesale” Saves Small Stores?
During market research, a new model called “group wholesale” (tuanpi) was discovered, which resonates with the author. The key difference between group buying and group wholesale is the target customer: community group buying targets households (2C), while community group wholesale targets street retail stores (2B). The value of group wholesale lies in constructing a new supply chain system for the retail industry. The idea that “group wholesale saves small stores” is the author's personal conjecture, but the business logic behind it could indeed save small stores. If group wholesale fails, similar business logic will emerge in the future because the market demands it.
刘春雄Three Digital Maps: Panorama, Roadmap, and Operations Map—Not One Can Be Missing
【Digital Practice Driving Business Growth: First Lesson】 is a comprehensive digital training course for CDOs, CIOs, digital directors, digital offices, and digital teams. It will propose a comprehensive digital blueprint (big, medium, and small maps), organize study tours to observe digital super benchmarks, share three benchmark cases, interpret six digital system modules, and provide a workshop for digital implementation practice. This summer, let us light the way for you, see the direction of digitalization clearly, and guide you step by step in drawing your own digital map!
刘春雄Deep Distribution Has Peaked: How to Solve the 'Someone Buys' Problem Next?
China's past marketing was driven by brands and channels, solving the 2C problem of 'someone buys' and the 2B problem of 'someone sells' respectively. However, deep distribution has hit its ceiling, and the logic of 'if someone sells, someone will buy' is failing. The new approach is BC integrated operations, using 2C as a lever to solve 2B problems, with core elements of BC association and dual private domain operations.
刘春雄The Transformation of a Second-Generation Distributor: From Taking Over in Adversity to Building His Own Brand, How Did He Break Through and Rise?
When it comes to succession, most second-generation distributors take over a family business that is already well-established, with parents hoping to pass on their hard-earned legacy. Unlike the second-generation distributors previously reported by New Distribution, Chen Zhenyu took over the family business without strong resource support, and even faced real operational difficulties within the first 1-2 years, making it hard to get through. Essentially, he is a "second-generation distributor" forced by circumstances, from resistance to interest and research to re-entrepreneurship. His experience and thinking may offer inspiration to many distributors still in confusion.
澄韵Peak Season Approaching: Beer Companies Collectively Aim High
A recent survey by Beijing Business Today in Beijing's high-end beer market reveals a clear trend toward premiumization, with market channels adapting to support this shift. As beer companies release their 2020 annual reports and 2021 first-quarter results, major players like China Resources Beer and Tsingtao Brewery have aggressively pursued the high-end segment, seeing significant growth in premium product sales and revenue. Yuan Yue, Secretary-General of the Beer Branch of the China Alcoholic Drinks Association, notes that premiumization is not merely about price increases but represents a key aspect of high-quality development in the industry, with a long road ahead.
赵述评 赵丹"Zero Sugar" Becomes a Scam, While "Light Salt" Becomes a Trend?
In the light salt sector, there is no benchmark company like Genki Forest yet. The George Institute for Global Health's deputy director Zhang Puhong joked that reducing salt intake might help Chinese football. With health trends, young consumers are reducing salt, but the sector faces challenges such as high prices, misleading marketing, and consumer preference for heavy flavors.
响马0 Sugar, Low Fat, Plant-Based... Old and New Giants Battle in the 300 Billion Yuan Yogurt Market
The yogurt industry is already a red ocean, but the battle for niche ecosystems in the 'low-temperature zone' seems to be timely. The consumer market has once again witnessed a capital frenzy. On March 25, Jane Yogurt announced the completion of a total 800 million yuan Series B financing round, with new investors including Sequoia Capital China, Yunfeng Capital, and others.
王吨吨Heavyweight | Full Version of the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets" Released
As competition in first- and second-tier markets intensifies, lower-tier markets have become a breakthrough for consumer goods companies and internet companies seeking new growth. Major internet companies are also laying out strategies to seize the dividends of lower-tier markets through sharing and community group buying. Meanwhile, brand owners and distributors are actively seeking more store coverage and consumer reach through cooperation with new business formats such as B2B and community group buying. Correctly understanding lower-tier markets and their consumers has become a crucial prerequisite for FMCG companies and internet giants to win the battle in these markets, and the digitalization of retail stores in lower-tier markets has become a key lever.
New DistributionThe Future of Intermediaries: A Once-in-a-Century Opportunity
2021 marks the end of the old business cycle and the beginning of a new one, characterized by intelligent commerce. All entities in the supply-demand chain—producers, suppliers, and distributors—are being redefined, modularized, and reorganized. This shift from industry position competition to ecosystem competition presents a historic opportunity for intermediaries.
任小东International Consumer Expo Opens Soon: Opportunities to Tap into Hainan Free Trade Port
The first China International Consumer Products Expo (CICPE) will be held in Haikou, Hainan from May 7 to 10, 2021, following the Boao Forum for Asia Annual Conference. As the Hainan Free Trade Port construction accelerates, companies like Guojian Group are seizing opportunities in duty-free shopping and cross-border e-commerce, leveraging their brand Goldmax (Gaopei) to expand globally.
陈谨文Crossing Cycles: Decoding Blue Moon
On April 20, Chnbrand released the 2021 (11th) China Brand Power Index (C-BPI) report, ranking Blue Moon's laundry detergent and hand soap products first for the 11th consecutive year (2011-2021). On April 22, data from the China General Chamber of Commerce and the China National Commercial Information Center showed Blue Moon's laundry detergent ranked first in comprehensive market share for 12 consecutive years (2009-2020), and its hand soap ranked first for 9 consecutive years (2012-2020).
秦淮Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations
In the new consumption era, as consumer demand for personalization grows, sales channels are becoming increasingly diverse and fragmented. To adapt to the rapidly changing market, many retailers and brands are exploring digital transformation and upgrading, seeking more efficient connections with target customers through omnichannel strategies. To truly excel in digital connection and operations, retail enterprises need not only internet tools but also an internet mindset. From April 1 to 3, the '2021 (6th) China FMCG Channel Innovation Conference' hosted by New Distribution was grandly held at the Chengdu Ascott Hotel, focusing on the development concept of 'New channels, new penetration; old channels, new upgrades,' providing a platform for participating companies to deeply exchange ideas on seizing growth opportunities in the new era. Wu Wei, Senior Vice President of Mieya Technology, was invited to attend the parallel forum '2021 China FMCG Digital Growth Summit' and delivered an insightful keynote speech titled 'Connecting the Right People for Great Products! — From New-Generation Consumer Metrics to Digital Operations.'
miyaMaster Kong's Sugar-Free Iced Black Tea Garners Widespread Optimism at Launch: What's Behind It?
Recently, the launch of Master Kong's new sugar-free iced black tea has sparked widespread industry discussion, with most observers taking a positive view of its future. Given the constant stream of new products in the beverage sector each year, it's worth analyzing why Master Kong's move has attracted such optimism.
New DistributionWith 5% Annual Customer Churn, How Can Physical Stores Digitally Save Themselves?
Traditional stores face a crisis of customer loss, with an annual churn rate exceeding 5%. Digital self-rescue strategies, such as implementing dual-store models (physical + cloud) and leveraging KOC relationships, can help mitigate this trend.
刘春雄Down to Towns and Villages: The Operational Methodology of the 'Sinking Market'
Rural revitalization is essential for national rejuvenation. Following the Two Sessions, rural revitalization has become a key direction for economic development over the next five years. Consumption data shows that rural residents' income and consumption expenditure growth rates have outpaced urban areas in the past two years, indicating greater growth potential. For some FMCG brands, this is undoubtedly a huge positive. In the current fiercely competitive offline market, where retaining existing market share is difficult and finding new growth is challenging, the vast opportunities in the sinking market will become the next battleground. The author combines personal experience to outline the methodology for exploring county-level market opportunities.
邢仁宝Sishijiu Fang A-Round Valuation Reaches 5 Billion Yuan, Led by Cathay Capital with Pernod Ricard's Chuangxiang Huanju Following
On April 21, Sishijiu Fang held its A-round financing conference in Beijing, announcing a valuation of 5 billion yuan, the highest among publicly valued startup new retail liquor companies. The round was led by Cathay Capital, with Chuangxiang Huanju, a fund under Pernod Ricard, participating. The event also featured strategic signings with People's Creativity and Zhongjun Kaixuan.
New DistributionFour Digital Channel Routes for Brand Owners
No digital path is wrong, but one must remember how high each path's ceiling is. From the magnitude of the ceiling, there are levels of 100 million, 1 billion, 10 billion, and 100 billion. Choosing a digital path is choosing the future scale of the company.
刘春雄Mondelez Greater China VP Zhu Yijing: Thoughts and Responses on Omnichannel Business Development
At the recent China FMCG Channel Innovation Conference, New Distribution invited Ms. Zhu Yijing, Vice President of Mondelez Greater China, to share her insights. As a century-old global leader in biscuits, chocolate, gum, candy, and powdered beverages, Mondelez has consistently navigated industry cycles. Zhu, responsible for sales, shared her strategic thinking and responses to the rapidly changing retail environment, which New Distribution has compiled and excerpted.
朱忆菁