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 29 of 96
Capital: Community Group Buying Market Estimated at 500 Billion Yuan, Channel Transformation May Reshape Brand Landscape
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, the leading new media in the FMCG industry, was held grandly from April 1-3 in Chengdu. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies. The discussion on community group buying has evolved from its initial formation in 2018, to the emergence of the 'old three groups' in 2019, and the 'new three groups' and major players in 2020, leading to widespread consumer acceptance and a common understanding today.
丁浙川Tian Hao, Vice President of Dmall: Retail Digital Transformation Empowers the FMCG Industry, Focusing on Place, Coordinating Product, and Connecting People
At the 6th China FMCG Channel Innovation Conference, Tian Hao, Vice President of Dmall, shared insights on how retail digital transformation can empower the FMCG industry. He emphasized the importance of digitizing people, products, and places to improve efficiency and drive growth for both retailers and brands.
New DistributionMoutai Wins, Young People Lose
Moutai's popularity has fueled a boom in sauce-flavored liquor, but this success may not last as younger generations question the traditional drinking culture and marketing tactics. The article argues that the industry's reliance on 'consumerist discourse hegemony' and the power dynamics of the Chinese drinking table may alienate the next generation of drinkers.
响马老苗Heavyweight | Release of the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets"
From April 1 to 3, the "2021 (6th) China FMCG Channel Innovation Conference" was successfully held in Chengdu, hosted by New Distribution, co-hosted by Innovation Retail Society, Community Forest, and Teacher Liu's New Marketing, and guided by the Distributor Branch of China Condiment Industry Association. The conference attracted over 3,000 brand owners, distributors, community group buying platforms, and related industry practitioners from across the country, with a full house and unprecedented scale. At the main forum on the morning of April 1, Zhao Bo, founder of New Distribution, released the "2020-2021 Research Report on B2B2C Cooperation of Retail Small Stores in Lower-Tier Markets."
New DistributionIn-depth Review: Lanju's Three Innovation Battles over Nearly 40 Years
Lanju, a leading Chinese household insecticide company, has maintained market leadership through continuous innovation in products, brands, and channels. From its first electric mosquito repellent in 1982 to a 26.5% market share in mosquito coils by 2020, Lanju's strategies include R&D investment, brand rejuvenation for young consumers, and proactive channel adaptation.
陈峰From Terminal Interception in the Deep Distribution Era to User Interception in the Digital Era
Terminal interception aims at sales; user interception, besides sales, primarily aims at getting users online. Terminal interception has touchpoints but no connection; user interception means touch equals connection.
刘春雄From Liangmianzhen and Tianqi's Fall to Yunnan Baiyao and Darlie's Rise: The Love-Hate Saga of the Toothpaste Market
On World Oral Health Day, the toothpaste market sees new moves from brands like Yunnan Baiyao and Canpar, backed by ByteDance. Despite the market's maturity, opportunities remain as brands innovate with flavors, packaging, and ingredients, while regulatory tightening promises a healthier future.
财经新媒体The Truth About Channel Flattening and Disintermediation
To understand China's market and channels, one must first understand China's geography. With 1.4 billion people and nearly 39,000 township-level administrative divisions, China has the world's largest number of retail outlets. Channel flattening and deep distribution have been the two major transformations, but the total number of channel levels (internal and external) remains constant at six, as flattening merely shifts levels from external distributors to internal management. In the digital era, the total levels increase to seven because the endpoint shifts from retail outlets to end consumers.
刘春雄New Marketing 2.0 Guide: Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection
The environment has changed, and marketing must change accordingly. This article introduces the core concepts of New Marketing 2.0, including three-dimensional space, three-dimensional connection, dual-line deep distribution, and traffic interconnection, providing a framework for brands to integrate offline, community, and online spaces to achieve BC integration and traffic flow.
刘春雄Customer Onlineization: A New Step in Business Reach for the FMCG Industry
Field Service 365 proposes that digitalization in the FMCG industry mainly consists of five onlineizations: personnel, customer, market activity, channel order, and channel inventory. Among them, customer onlineization is the foundation for business reach. In the past, FMCG companies mostly adopted multi-level distribution strategies, ignoring stores and not controlling them. Companies pushed goods to distributors, who were responsible for developing stores and stocking them, making it difficult for companies to know which terminals their products reached. A typical FMCG company has thousands of customers (terminal stores), and large ones have hundreds of types and hundreds of thousands of terminals, such as KA, BC, CVS, and special channels like hotels, internet cafes, restaurants, and schools. To obtain their locations, delivery frequencies, and complaint situations, companies had to invest heavily in manpower and verify information accuracy. Now, "those who win terminals win the world," and controlling terminals is core to competition. The first step is customer onlineization, which differs from traditional informatization by enabling real-time, two-way business interaction.
实现客户在线化的Digitalization Completely Transforms Channel Power
A review of several cases of BC integrated operations reveals that even unknown new brands can move through channels much faster than with deep distribution. The reason is that digitalization reaches C-end consumers, activating B-end channels through C-end resources, creating channel pull. When push and pull are combined in the same channel, the impact far exceeds traditional brand-driven or channel-driven approaches.
刘春雄Goodbye, Salesmen!
2020 marks the beginning of the digital marketing era, accelerated by the pandemic. As traditional channels and the internet fully integrate, the role of salesmen will be replaced by digital systems, turning them into 'human components' within these systems.
方刚The Future of Sales Representatives: Trapped in Algorithms Like 'Riders', or Squad Leaders 'Calling for Fire Support'?
This article explores the dual nature of the internet for sales representatives in the FMCG industry, using the analogy of food delivery riders constrained by algorithms and the concept of 'squad leader warfare' from Huawei and Feng Lun. It argues that digital marketing transforms the traditional push-based channel model into a pull-based one, empowering frontline salespeople to make decisions and call on backend resources, thus changing their role from mere executors to strategic leaders.
刘春雄Don't Let Vivid Materials Eat Into Your Profits
A conversation with a small business owner reveals that while companies focus on increasing sales, they often overlook cost control, particularly in the area of point-of-sale (POS) materials. By implementing better planning, usage standards, incentives, and audits, companies can significantly reduce waste and improve profitability.
高级研究员 海游Distributors That Only Do Logistics and Delivery Have No Future!
Scan the QR code in the image to register. Research in third- and fourth-tier cities reveals many 'puffy' distributors with high annual sales but meager profits, lacking independent commercial flow capabilities. These distributors are essentially in the logistics and delivery business, not distribution, and are unsustainable. The article discusses the shift from the 'office + logistics distributor' model to empowering distributors with commercial flow capabilities, and offers strategies for preserving existing business and pursuing growth.
New DistributionRoland Berger China Report: Five Key Factors for Building New Consumer Brands!
Recently, many research institutions, investors, and financial media have been discussing Generation Z. According to QuestMobile's 2020 Gen Z Insight Report, Gen Z consists of those born after 1995 and after 2000. In November 2020, the number of active Gen Z devices on China's mobile internet reached nearly 325 million, nearly doubling from 166 million in the same period in 2016, making Gen Z a new force among mobile internet users. According to Roland Berger (one of the world's top strategic management consulting firms), Gen Z will also be a key group driving China's new consumption wave.
罗兰贝格Exclusive Investigation: Instant Noodles Suddenly in Short Supply, Will They Run Out During Spring Festival?
“Instant noodle supplies in our Xuzhou region have recently become tight, and distributors' warehouses are basically empty,” a distributor reader reported to New Distribution on January 26. New Distribution quickly conducted a market survey covering distributors and brand sales managers in Beijing, Hebei, Jiangsu, Shaanxi, and other regions. The survey found that instant noodle supply in multiple regional markets experienced a certain degree of shortage at the channel level. Many distributors in various regions saw their warehouses empty, but new stock was hard to order or still in transit...
陈思廷Shihui Tuan Surpasses 15 Million Daily Orders, New Landscape in Community Group Buying Competition
According to the latest news from New Distribution, Shihui Tuan has surpassed 15 million daily orders. This is another major industry event one month after Shihui Tuan secured $196 million in funding led by Alibaba in early December. Meituan Youxuan announced it has reached 20 million daily orders, while Duoduo Maicai's national daily orders stand at 12 million... Xingsheng Youxuan also hit 12 million daily orders in November 2020. Compared to the timeline...
秦淮Consumer Trends: 'Branding' on One Side, 'De-branding' on the Other
The article explores the dual trends of branding and de-branding in consumer markets. It argues that while China is seeing increased brand concentration, there is an undercurrent of de-branding, exemplified by companies like Nanjiren and Xiaomi that challenge traditional brand premiums.
人神共奋New Book Launch | Community Group Buying: Trend or Fad?
Amid the pandemic, while traditional brick-and-mortar businesses face unprecedented crises, two new retail tracks stand out: livestream e-commerce and community group buying. Community group buying, a new retail model that has spread from second- and third-tier markets to the whole country, is not a fad designed by internet circles but a new community retail business form discovered by traditional retailers through trial and error in the internet era. In our view, it is not a capital-driven fad but a 'third retail revolution' emerging from the grassroots, with the potential to transform China's retail industry.
陈海超 杨顶刚Breaking | Haitian Enters Edible Oil Market, Priced 20% Above Competitors, Will Launch Rice and Flour in the Next 1-2 Months!
Yesterday, the author learned from a distributor of Haitian Weiye that Haitian has launched a new edible oil brand, "Oil Commander," with soybean and corn oil products in 4.9L small packaging, targeting high-end family consumption with a focus on health and zero additives. Notably, the wholesale price per case for these two products is as high as 260 yuan and 272 yuan respectively, with distributor prices around 240 yuan after policy deductions, compared to about 190 yuan for similar competitor products. The distributor also revealed that Haitian will continue cross-category expansion, launching rice and flour products in the next one to two months.
陈峰Beyond the 100 Trillion Mark: Key Points of 2020 GDP to Watch
This morning, the National Bureau of Statistics released preliminary full-year GDP figures. The most cited number is the GDP surpassing 100 trillion yuan for the first time, reaching 101.5986 trillion yuan. However, the real good news is the annual GDP growth rate of 2.3%, which beat international forecasts and even the most optimistic predictions of domestic economists. This indicates that China's economic recovery has outpaced all projections.
木芯From the People, to the Giants' Wallets
When giants can't find new territory to expand, they turn to what people lack in daily life, even creating perceived needs. Community group buying isn't just about vegetables; it's about all household needs. Those who see only giants grabbing vegetable baskets misunderstand the trend. Ultimately, e-commerce competition hinges on cost-performance, product quality, service, and customer loyalty, where any edge can lead to success, but any lag can lead to abandonment.
风千语Looking to the Future from "2430": How "Six Walnuts" Becomes a "Friend of Time"!
Top experts are long-termists of time. From Bezos to Buffett to Ren Zhengfei, all achievements are the result of long-termism. At the beginning of the new year, Luo Zhenyu's New Year's speech "Friends of Time" arrived as scheduled. Yangyuan Six Walnuts, as the exclusive sponsor, introduced a major strategic new product, Six Walnuts "2430", which embodies the brand's persistence and outlook for the future.
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