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 33 of 96
A Digital Revolution in FMCG Distribution Channels Is Underway...
New manufacturing and new consumption have evolved and been reshaped at both ends over the past few years, driven by technology and the internet respectively. However, the transformation of the distribution channel in between has rarely been discussed, despite being crucial for FMCG companies due to low value and high turnover. The efficiency of the channel often determines operational efficiency, yet traditional offline distribution digitization has been slow, facing issues like internal and external disconnection, and requiring a strategic, future-oriented approach rather than patchwork fixes.
道农How Much Is a Salesperson's Customer Relationship Worth in Closing a Deal?
Long ago, I categorized grassroots salespeople's skills into three types: attitude skills, customer relationship skills, and business skills. Among these, customer relationship skills are the most important, accounting for 80% of the factors in closing a deal. This article explores how to increase regional sales through stable customer relationships, using the example of a distributor who successfully leveraged customer relationships to capture market share from a competitor.
高级研究员 海游The Future of Live Streaming Is Not Live Streaming
A young man planned to quit his streaming career during the 2017 Spring Festival holiday, but on the third day before his planned shutdown, traffic surged unexpectedly, so he continued. That man was Li Jiaqi. Live commerce has become a trillion-yuan market, with capital, brands, MCNs, and streamers flooding in, but its future extends far beyond selling goods.
时趣Online-Offline Synergy: JD New Channel Unleashes Super Momentum in 618!
At 24:00 on June 18, JD's Zhangguibao "Crazy 618" promotion concluded. JD New Channel's cumulative 18-day sales reached 220% of the same period in 2019, with the first 4 hours of the peak period hitting 5.6 times last year's figure. Despite the pandemic, JD New Channel achieved significant growth through its strong B2B2C full-chain penetration.
New DistributionThe Six Evolutions of Deep Distribution
Since Bao Zheng and Shi Wei proposed deep distribution around 2000, it has become the 'best Chinese marketing practice' and the standard for channel-driven FMCG over more than a decade. Since 2003, deep distribution has undergone multiple evolutions, up to its current integration with the internet. 1. Deep Distribution 1.0: The 'Eight-Step Method' version. The early eight-step visit method included: preparation, greeting, checking, sampling, inventory check, replenishment, POP posting, and farewell. Basic characteristics: customer relations equal distribution, and distribution equals sell-through. The eight-step method includes...
刘春雄From Specialty Store to Trading Company: How One Brand Achieved Annual Sales of 50 Million
In a prefecture-level city, achieving annual sales of 50 million yuan is not uncommon, but doing so with only one brand is rare. Honghua Trading, based in Qinzhou, Guangxi, focuses solely on Mengniu brand agency, serving 2,500 retail outlets with 25 salespeople in a fifth-tier city with a population of 1.38 million, reaching 50 million yuan in annual sales. Founder Fu Wenlong shares his 19-year journey from a specialty store to a trading company, maintaining growth in both sales and profits by concentrating on a single brand.
周群Report | Self-Heating Food: The "Rising Wave" of the One-Person Economy
In May 2020, three companies in the self-heating food sector—Mo Xiaoxian, Zihaiguo, and Shizuren—announced successful financing rounds, marking a high point for self-heating food. This report explores whether this is merely a pandemic-driven surge or a result of new consumer groups and communication channels, and analyzes the characteristics and opportunities of this emerging category.
爱观察的Push and Pull, Up and Down Linkage: JD New Channel's B2B2C Full-Chain Penetration Empowers Multi-Party Win-Win!
Another 618 has arrived, and the JD 618 promotion has become a national shopping festival. As the first national shopping festival after the pandemic, reviving physical retail stores has become a focus. This year, JD New Channel's 618 actions are worth exploring. Through its external communications, it's clear that the B2B2C full-chain value proposition is becoming increasingly clear and firmly implemented.
New DistributionDeep Distribution Has No Substitute; Internet-Enhanced Deep Distribution Is the Inevitable Path
The US has over 10 million salespeople, while China has over 80 million sales reps. Salespeople target C-end, while sales reps target B-end. What are these sales reps doing? They are deeply cultivating fragmented channels. This is a last resort, as deep distribution has no substitute. However, indiscriminate visits and inefficient human-wave tactics can be abandoned. The internet makes precision distribution possible.
刘春雄On the Frontline | What Exactly is Regional Contracting?
Recently, Wei Qing, a veteran trainer, shared six points against the contracting system in his marketing peer group. While respecting his views, the author offers a different perspective, arguing that regional contracting, when properly managed, can be beneficial. The article outlines the advantages, implementation steps, and key factors for success, emphasizing that no system is perfect and adaptability is crucial.
高级研究员 海游Will Products Sell Well After Deep Distribution?
The answer is: not necessarily; it depends on whether the product's sell-through logic is satisfied. In fact, many brand owners and distributors make the same mistake. When a brand launches a new product, it simply requires a certain number of outlets and displays. After receiving instructions, distributors execute them, often resulting in more expired products and wasted display costs. A common problem in the market is that a low-brand-power product with optimal display and shelf placement still sees limited sales growth.
高级研究员 海游Exclusive | 2019-2020 China FMCG Industry Omnichannel Report Overview
In the era of information explosion, consumers' shopping methods have undergone dramatic changes with the development of e-commerce and mobile internet, leading to transformations in China's FMCG distribution channels. To clarify these changes, the New Distribution research and consulting team conducted a systematic survey over several months, involving nearly a hundred domestic and foreign FMCG brands, dozens of leading B2B platforms, community group buying platforms, and software service providers, covering 112 cities, over a hundred distributors, 6,030 retail small stores, and 2,000+ community group buying platforms.
新经销咨询团队Passion Collides | Evergreen Group Leads Snacks into the Seafood Era
Recently, the product introduction of Evergreen Group, a seafood giant, has attracted high attention from FMCG peers. Over 500 distributors nationwide have eagerly inquired about details and predicted that Evergreen's seafood snacks are likely to become the biggest hit product of 2020. The rapid market recovery means distributors must be more cautious in product selection; only products that can enter the market faster, have stronger brand support, wider distribution channels, and healthier attributes can help distributors quickly capture market share. From the distributor's perspective, product selection must consider four dimensions: 1. Whether the category is in a high-growth blue ocean market; 2. Whether product quality and brand strength are robust; 3. Whether the product matrix meets the needs of consumers at all levels; 4. Whether the product has super sell-through potential.
New DistributionLying Flat: 10 Futures of Livestream E-commerce
The author reflects on the evolution of livestream e-commerce from a mocked format to a mainstream industry, predicting major trends including the rise of professional anchors, virtual anchors, and the integration of live streaming with traditional media and retail.
躺平美滋滋的Live in the Present | Distributors: Pick Up Terminal Tools and Redo Deep Distribution!
Mr. Zhao, a veteran distributor with over a decade in FMCG, faces shrinking markets, high staff turnover, and brand pressure. After a market visit revealed poor terminal execution, he was advised to redo deep distribution using digital tools, which led to adding 500+ outlets and improved performance.
高级研究员 海游E-RTM in Practice: Is E-RTM a Channel or a Tool?
The article discusses the definition of E-RTM, arguing that it should be viewed as a tool for digitizing existing channels rather than a new channel, and explores its value in improving efficiency, visibility, and data-driven decision-making for FMCG brands and distributors.
孙大使This Market, About to Reach 100 Billion Yuan, Is It Collecting 'IQ Tax'?
According to institutional forecasts, China's meal replacement market will reach a scale of 100 billion yuan in the coming years. Meal replacements are foods that can replace regular meals, such as black sesame paste and oatmeal. The market is growing rapidly, but the question remains: can these products actually make money? The reality may surprise you.
一念Your Deep Distribution Isn't Done Well, Yet You're Crying That It's Failing?
During a recent visit to a Yili distributor friend (Mr. Li), I found him trying to retain a salesperson who had resigned. The salesperson, who had served for nearly 3 years with good performance, said the daily visits and sales targets were becoming increasingly difficult. Mr. Li lamented that business is harder, staff retention is tougher, online impact is growing, and deep distribution is weakening. After analyzing, I found his market coverage and service quality were poor, and we implemented a five-step improvement plan to enhance his distribution capability.
高级研究员 海游Heavyweight | 2019-2020 China FMCG Community Group Buying Industry Report (with download)
Affected by the epidemic, community group buying has attracted increasing attention from brand owners and distributors, who are eager to try it. However, as the impact of the epidemic gradually weakens, will community group buying become a regular distribution channel? What value and significance will it bring to brand owners and distributors? How should they cooperate with community group buying platforms? Based on these questions, the New Distribution research and consulting team, together with dozens of community group buying platforms, supply chain enterprises, and software warehousing service providers, has compiled the "2019-2020 China FMCG Distribution Channel Report - Community Group Buying".
新经销咨询团队Heavyweight | 2019-2020 FMCG B2B Industry Trend Report (with download)
Since its emergence and rapid development in 2003, FMCG B2B has attracted increasing attention from brand owners and distributors. As a new digital channel born in the era of mobile internet, B2B not only helps brand owners fill channel gaps, reach more retail outlets, and gain market increments, but also points the way for the evolution of China's FMCG distribution channels, helping brand owners and distributors optimize channel structure and distribution costs, improve distribution efficiency, and ultimately promote the development of the FMCG industry.
新经销咨询团队Where Should My Products Be Sold and How Should the Channel Be Designed?
Where to sell products is a question every FMCG practitioner faces. Although mature companies have established channel models, channel design is not static. Given rapid market changes, increasing channel fragmentation, China's vast geography, and complex retail formats, designing an effective market channel is crucial for FMCG manufacturers' survival and growth.
潘利华City Manager in a First-Tier City: Beyond Execution, Think Deeper and More Thoroughly About Promotions!
It's raining today, and foot traffic in the store is sparse. In the quiet personal care section, there are more promoters than shoppers. Old Wang, with a worried look, has already paced back and forth several times from the main shelf to the floor display in the main aisle... "Manager Wang, I don't know why, but this promotion mechanism used to sell over 200 bottles a day, and now it's less than half. Is it getting tired?" asked A Ling, a star promoter who has worked at this supermarket for seven years. "A Ling, your observation is correct! The business environment has changed, and customers' shopping habits are also changing. If our promotion mechanisms and strategies don't change, we're dead."
许翔 Ryan XuA Practitioner's Deep Review: The Essence, Inherent Problems, and Future Possibilities of Community Group Buying
Like other trends, community group buying started in 2018 and gradually faded after a year and a half, leaving only a few leading companies quietly cultivating and merging. However, the outbreak of the pandemic has brought this business model, which combines fresh produce, home delivery, and private domain traffic, back into the spotlight. For players forced into the game, what kind of market is community group buying now? What possibilities and new opportunities lie ahead? Recently, in a sharing session for members of Langchao New Consumption, Xing Yunfei, who entered the community group buying industry in 2017 and held senior positions at several well-known platforms, deeply reviewed the current landscape, models, inherent problems, and future directions of community group buying.
邢云飞“Tapping into” a New Channel, Achieving Annual Sales of Over 100 Million Yuan in Less Than 2 Years!
As a third-generation merchant, Ge Peng took over the family rice business from his father. Facing the ever-changing internet environment, he felt the pain of brand owners and distributors transitioning their businesses and clearly understood the need to explore new models. Two years ago, Ge Peng began cooperating with JD New Distribution's joint warehouse, which initiated the digital transformation of his traditional business, establishing an efficient and transparent distribution channel and achieving an increase in online annual sales from 0 to over 100 million yuan.
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