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 30 of 96
New Distribution: 2021 FMCG Industry Manufacturer and Distributor Trends
As 2021 begins, the FMCG industry is expected to see consumption upgrades, with a focus on sinking markets and emotional consumption. The article provides ten strategic recommendations for brand owners and distributors, emphasizing digitalization, channel reform, and the rise of community group buying.
赵波First-Tier City Manager: A Complete Analysis of Special Channels - Trends, Pain Points, and Strategies
This article explores the trends, pain points, and strategies for managing special channels in first-tier cities, emphasizing the importance of these non-mainstream channels for incremental growth. It provides actionable insights for city managers to develop and maintain these channels effectively.
许翔 Ryan XuShould Salespeople Be Paid Commission or Points?
Salesman Lao Wang is set to visit eighteen stores today, but he is more concerned about this month's sales target of 200,000 yuan, as only sales performance directly affects his commission. Before he leaves, the distributor boss hints that tasks like shelf organization are equally important as distribution, but Lao Wang nods with a wry smile. By month's end, Lao Wang barely achieves half of the sales target. After spot-checking several outlets, the boss finds that Lao Wang ignored his advice, with messy shelves and other issues. The boss realizes that salespeople do what is incentivized, not what is asked, and uses a mobile tool to implement a points system that rewards every task, leading to immediate improvements.
外勤365市场部Modern Farming CEO First Discusses 'Keniu' Benefits, Unveils New Five-Year Goals
At its 15th anniversary celebration and 10th year on the Hong Kong Stock Exchange, China's largest dairy farming company Modern Farming set new targets. The company launched its 'Five-Year Leading Plan' aiming to double both cattle and milk production by 2025, increasing dairy cows from 250,000 to over 500,000 and annual fresh milk output from 1.5 million tons to over 3.6 million tons, while also entering the beef cattle industry. CEO Gao Lina discussed the company's role in the 'Keniu' project with Mengniu and Coca-Cola, and highlighted new opportunities in the post-pandemic era.
小食代Community Stores: The Future Battleground
Over the years of working on projects, one recurring question has been how to find the most effective promotional channels. We've been pondering where our users are and where our channels should be. Looking back at 2C projects in recent years, marketing and customer acquisition have almost always revolved around residential communities. Within communities, elevator ads are one of the most familiar channels, with Focus Media and Xinchao being the major players. Besides elevators, another equally important channel is the community store. The author believes that in the future, community stores will become a key consumption entry point.
天涯住在十里村Frozen Food Sales Surge 431%, Making Their Way to Young People's Tables
Affected by the pandemic this year, frozen food has seen astonishing yet expected growth. According to Tmall, frozen food sales on the platform exploded, with a 4x year-on-year increase (April-November 2020). Data from ECdataway shows that from February to November 2020, categories such as seafood balls, pancakes, buns, rice cakes, dumplings, and tangyuan (mostly frozen food) saw average sales growth of 431% year-on-year, with average volume growth of 332%.
FBIFMa Yun Goes Left, Ren Zhengfei Goes Right: An Era of Surging Waves Arrives
People love chasing trends, hoping to soar even with extra weight, but end up being wrapped like dumplings. The real trend is never a hot topic but the overarching direction of social development, shaped by underlying logic and the interplay of decisive forces. Even someone as powerful as Ma Yun must follow the trend or perish. The current trend is 'platforms step back, value takes the stage.'
苗庆显Who Will Seize the Opportunity of the 250 Billion Structural Adjustment?
In the past six months, the low-alcohol beverage track has become one of the hottest topics in the investment circle, with multiple startups securing angel rounds from millions to tens of millions of RMB. This article explores the changing preferences of young consumers and introduces Zouqi Qingniang, a new brand that aims to replace beer with a healthier, high-quality fermented drink, targeting a market opportunity of nearly 250 billion RMB by 2022.
陈峰New Economy Decade Roundtable: Branding Is an Important Trend for Future Development
At the WISE2020 New Economy King Conference, Jiang Nanchun, Chen Xiaohua, and Bai Rubing discussed how companies can differentiate and build brand recognition in the new economy decade. They emphasized that while traffic and performance ads offer short-term gains, brand advertising builds lasting consumer trust and market leadership.
New DistributionFMCG Manufacturers: A Practical Guide to Digital Channel Management
This article uses a case study to illustrate the practical value of digitalization for FMCG manufacturers, focusing on how 'one product, one code' technology can solve traditional marketing challenges such as precise distribution, flexible promotions, efficient expense verification, consumer data collection, anti-counterfeiting, and channel control.
邢仁宝Achievements of Frontline FMCG Professionals: Footwork X Eloquence X Brainpower
The achievements of FMCG professionals are the product of footwork, eloquence, and brainpower, not their sum. Continuous development requires all three, with brainpower being crucial for systematic thinking and long-term growth.
阿湖“Marketing Digitalization 10 Lectures” No. 9: To Be Specific, What Exactly Is Marketing Digitalization Useful For?
This article explains the practical uses of marketing digitalization, emphasizing data transparency in B2B and B2C contexts, and how it enables targeted interventions and user conversion management.
刘春雄Horse Race: Leading Feihe and Following Junlebao
China's infant formula market is replaying the comeback story seen in TVs and small appliances. Nielsen data shows Feihe has become the top-selling brand, surpassing foreign brands, while domestic brands' market share has risen from 25% in 2008 to 49% in 2018. Feihe leads with a high-end strategy, while Junlebao follows with a quality-low-price approach, creating a tight race.
张见Short-Shelf-Life Fresh Milk 'Tears Apart' Giants Yili and Mengniu
At this year's Food & Hospitality China, a notable shift emerged: food shelf lives are getting shorter, especially in dairy. Short-shelf-life fresh milk and yogurt, requiring cold chain and lasting 5-7 days, are gaining traction, challenging the dominance of常温奶 (ambient milk) held by Yili and Mengniu. This trend is driven by logistics improvements and consumer demand for fresher, healthier options, positioning regional dairies with advantages in the low-temperature milk segment.
陈峰Omnichannel Operations, Full-Matrix Livestreaming, and Full-Chain Resonance: JD New Channel Drives New Industry Growth During 11.11!
At 24:00 on November 11, JD's 11.11 shopping festival officially concluded, and JD New Channel also revealed its performance in this carnival covering online and offline, omnichannel and multi-scenario. Data shows that from November 1 to 11, New Channel's cumulative 11-day sales reached 208% of the same period last year, and sales in the first hour of the peak sprint reached 10 times that of the same period last year. Behind this 11.11 igniting store owners' stockpiling enthusiasm, it is evident that JD New Channel's original intention and determination to create omnichannel increments for the upstream and downstream of the industry have achieved results. Zheng Hongyan, Vice President of JD Group and President of the New Channel Business Unit under JD Retail's General Merchandise Omnichannel Business Group, said: ...
New DistributionFour Roadmaps Behind the Rise of China-Chic Brands
The hottest business trend today seems to be the 'rise of China-chic.' From Palace Museum lipsticks to Perfect Diary, Florasis, Heytea, Genki Forest, Bosideng, and Feihe, a wave of domestic brand consumption is heating up. But this is only a phenomenon, not the essence. Some say it symbolizes cultural confidence, others attribute it to China's world-class supply chain, and some credit clever marketing and public sentiment. All are correct, but at the core, every category champion after the rise of China-chic represents the formation of a new mental entry point and the establishment of new brand equity. This article summarizes four roadmaps behind the rise of new domestic brands and analyzes the process and attribution of China-chic brand success.
胡喆Seizing 11.11: JD New Distribution Unveils 'Three Sharp Tools' to Drive Brand Growth
As the annual 11.11 shopping festival kicks off, JD New Distribution launches its 11.11 carnival on October 31 at 20:00. This year, the platform emphasizes 'stronger penetration, faster conversion, and more scenarios' to deliver omnichannel growth for partners. Key initiatives include cross-category joint promotions with over 300 brands, a massive B2B livestreaming campaign, and digital solutions connecting consumers, stores, and brands.
New Distribution“Ruining” a Person? Just Make Him an FMCG Salesman!
The article reflects on the author's seven-year journey in the FMCG industry, highlighting how the stable compensation, repetitive work, and lack of career development can trap frontline salespeople in a comfort zone that hinders growth. It offers advice on how to break free by leveraging personal strengths and exploring opportunities in the internet and new retail sectors.
阿湖“Food” Brings Good Fortune: A Delicious Feast Is About to Begin! Highlights of 2020 FHC Shanghai Global Food Trade Show
The 2020 FHC Shanghai Global Food Trade Show, covering 150,000 square meters with 2,500 global exhibitors, will be held from November 10-12 at the Shanghai New International Expo Centre. Featuring 30+ forums, 10+ international competitions, and 7 trade matchmaking sessions, the event offers a comprehensive platform for industry insights, business networking, and culinary experiences.
New DistributionRebuilding Manufacturer-Dealer Relations and Strategic Innovation: Six Walnut Poised for a New Surge Amid Dual Trends
An article noted that yesterday marked the 300th day of 2020, a year disrupted by the pandemic, which dealt a heavy blow to the FMCG market, wiping out the Spring Festival peak season and leaving many categories dormant for months. Facing the common challenge of recovering lost sales, manufacturers and distributors alike have had to navigate a trust crisis. However, six walnut's distributor network has emerged stronger, thanks to the company's adherence to its 'Five Co-construction' principles, strategic organizational and product innovations, and the tailwinds of the plant-based trend and industry consolidation, positioning the brand for a new wave of growth.
陈峰Three Squirrels, Bestore: Data Application Is the Real 'Hit Maker'!
With the increasing popularity of mobile internet, consumers' fragmented time and attention have shifted rapidly from traditional media to mobile phones, iPads, etc., accelerating the exodus of FMCG advertising from traditional media. The traditional FMCG marketing model faces unprecedented challenges and opportunities. According to CTR's report on China's advertising market and communication trends from 2008 to 2019, the FMCG industry has been accelerating its departure from traditional media, shifting to digital marketing platforms such as mobile internet, WeChat, Weibo, and big data. Advertising spending on the five traditional media has dropped by more than 30%.
吴勇毅Blue Moon, a Friend of Time
Blue Moon, starting from its heavy investment in laundry detergent in 2008, has become a leader in China's laundry market through continuous iteration and upgrading, setting a benchmark for the rise of innovative consumer brands in China. The company's success is attributed to its insight into consumer needs, strategic persistence, and product innovation, which have enabled it to maintain market leadership for over a decade.
New DistributionJinmailang Beverages: Crisis and Opportunity!
In recent years, Jinmailang has been a benchmark for growth in the FMCG market, ranking first among large and medium-sized beverage companies for six consecutive years. Its 'Four-in-One' distributor operation model is also an industry benchmark. However, after visiting markets in Shanxi, Henan, Shandong, and Hubei, the author identifies key challenges: the need to upgrade the Four-in-One model, the urgency of consumer education for Liangbai Kai (cool boiled water), and the need to gradually abandon the follow-the-leader and low-price strategies.
高级研究员 海游Is 'Zero-Calorie, Sugar-Free' the Real 'Money Shot' in the Beverage Industry?
Meal replacements, plant-based diets, low-carb, superfoods... The global food and beverage consumer market is undergoing dramatic changes every day. 'Sugar-free, low-calorie, natural' have become the key words for new products from major companies, with an endless array of segmented functions precisely targeting different consumer needs. However, most functional foods have high market education and price barriers, while zero-calorie, sugar-free beverages have consistently held a large market share due to their convenience, quick consumption, and high cost-performance, making them the 'C-position player' worldwide. According to Nielsen statistics, sugar-free beverages...
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