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 34 of 96
How to Manage Post-95s and Post-00s FMCG Sales Representatives in the Frontline Market?
As more post-95s and even post-00s enter the workforce, frontline sales representatives in the FMCG industry are being replaced by these young people. How should these young sales reps be managed? They are smart, eager to learn, and willing to change, but they lack experience, patience, and dislike being disciplined. Traditional training methods, such as hiring external trainers or having excellent office managers serve as internal trainers, are outdated. A platform-based thinking approach is needed to manage young people effectively.
潘利华Practical Guide | Business Management + Digital Tools: A Complete Business Management Checklist for Frontline Supervisors!
This article uses the case of Xiao Zhang, a newly promoted regional sales supervisor, to illustrate common challenges faced by frontline sales managers, such as cumbersome reports, complex expense verification, ineffective coaching, and team management issues. It then provides an eight-point analysis of these pain points and offers solutions using digital tools to improve efficiency, team development, and overall performance.
邢仁宝City Manager: Selling Best-Sellers Is for Survival, Selling New Products Is for the Future—Both Must Be Strong!
After the morning meeting, Lao Wang instructed the team to stay at the office and watch the headquarters' live new product launch online. The team, however, showed little enthusiasm, with comments like 'ugly packaging' and 'too expensive.' Lao Wang decided to correct their attitude, emphasizing that in today's market, selling best-sellers is for survival, while selling new products is for the future. Under the new omni-channel distribution landscape, frontline teams must upgrade their product strategy.
许翔 Ryan XuFuture Trends and Countermeasures for Channel Changes in the Next Three to Five Years
Western marketing emphasizes brand, while Chinese marketing has always emphasized channels. In the next three to five years, channels will see online-offline integration, fragmented transaction scenarios, and the emergence of new traffic models. Brands must adapt to these changes by enhancing their capabilities in technology, management, and innovation to seize new opportunities.
赵波Ipsos Inventory: 81% of Popular Ad Slogans in China in 2019 Came from Elevator Media
According to the "2019 China Popular Advertising Slogans Audience Research Report" released by Ipsos, slogans that are catchy, resonate with life participation, and are brainwashing are more likely to occupy consumers' minds. From the analysis of consumers' memory channels for various types of popular slogans, attractive ad copy that frequently contacts audiences through mainstream media such as elevators, the internet, and television is more easily remembered. This survey mainly targeted people with monthly income above 4,000 yuan in Beijing, Shanghai, Guangzhou, and Shenzhen, and above 3,000 yuan in other regions except Xinjiang and Tibet, aged 18-60, with a total sample of 2,000 people.
BrandyDistribution Without Display Is Useless; Only Shelf Placement Counts. The Core of Market Competition Is Securing Prime Display Positions!
Display is a perennial topic for any FMCG manufacturer. Good display can increase sales by ten to even dozens of percentage points, especially for impulse-buy snack and beverage brands that need constant visual stimulation. In the past, channels were simpler and products homogeneous, so price competition dominated. Now, with rising consumption levels, diverse products, and fragmented channels, price is no longer the key factor; display has become crucial. This article systematically discusses online and offline display principles and strategies.
潘利华Single-Channel Distribution Is Risky—Here's How to Build 5,000 Special Channel Outlets
The pandemic has hit many distributors hard, especially those focused on catering, wholesale, and gift boxes. However, multi-channel distributors have suffered less or even grown. This article shares two cases and insights from Hongye Hengda's executive president, Li Feng, on building special channels, seizing the fresh supermarket trend, and mastering modern trade.
李锋After the Pandemic, Where Will Community Group Buying Go?
At the start of 2020, affected by the pandemic, people's activity radius across the country was greatly reduced. Many retail enterprises suffered heavy losses, but the pandemic also forced businesses to adjust and evolve, with more physical retailers and even brands beginning to try community group buying. This model has gained user base and may change consumers' future fresh food purchasing habits.
New DistributionVita Lemon Tea Poised to Become Next 5 Billion Yuan Product, But Faces Siege from Giants like Master Kong and Coca-Cola!
In recent years, the bottled tea market has seen a flurry of new products. Lemon tea, as a basic flavor in the tea beverage category, has evolved from being dominated solely by Vita Lemon Tea to attracting major players like Master Kong, Dongpeng, Coca-Cola, and COFCO, who have successively entered the market with their own offerings. As a niche segment, what does the future hold for the lemon tea market, and which brands might impact Vita Lemon Tea?
阿图The Future of Nongfu Spring Is Definitely a Tech Retail Company
As the overall economic growth enters a stage of stock, through technological upgrading, internationalization, and retail terminal layout, a new growth curve is opened. With the help of capital, the new story of long-termism is just beginning. After the news of Nongfu Spring's listing was made public, almost everyone turned their attention to this well-known domestic beverage company, eager to get a first glimpse of its true face. Of course, before this, there had been multiple reports that had obtained some real data about Nongfu Spring through indirect means.
曹玥When Wahaha Spends 200 Million on E-commerce: Never Go Against the Trend!
The situation is indeed stronger than the individual! A few years ago, Zong Qinghou, who had topped the Hurun Global Rich List (mainland China) three times, was skeptical of Jack Ma's e-commerce model. Now, at 74, he has finally embraced e-commerce by registering Hangzhou Wahaha E-commerce Co., Ltd. with 200 million yuan. From resisting to embracing e-commerce, Zong Qinghou's journey reflects the dramatic changes in China's business ecosystem.
电商君本尊Next Stop for Deep Distribution: Community-Based 2C Marketing
This article discusses the shift from traditional deep distribution to community-based 2C marketing, emphasizing the importance of leveraging three spaces (online, offline, and social) and three types of traffic (commercial, public, and private) to build cognition, transactions, and relationships with consumers. It highlights the role of small store owners as community group leaders and provides strategies for brands to effectively sell in social spaces.
赵波Beer Industry Competes for Premium Dividends, Domestic Giants Erode Budweiser APAC's Market
2020 was supposed to be a 'big year' for the beer industry with the Champions League, European Championship, Olympics, etc., but the global pandemic has brought uncertainty. As nightlife consumption resumes in some cities, the industry faces a challenging recovery, with major players like China Resources Beer and Budweiser APAC reporting significant revenue declines in early 2020, yet the trend towards premiumization remains unchanged.
党鹏Heavyweight | 2019-2020 China FMCG B2B Platform Research Report (with download)
With the accelerated nationwide penetration of e-commerce giants Alibaba Retail Link and JD New Path, the Matthew effect in the B2B industry has become more pronounced, intensifying competition and squeezing the living space of small and medium-sized platforms, thus speeding up the survival of the fittest. According to incomplete statistics from New Distribution, as many as 108 FMCG B2B platforms ceased operations or transformed in 2019 alone, with industry resources and attention converging on leading platforms. On the other hand, under competition, we see regional B2B platforms represented by Kuailai Zhanggui, Wanquan Mall, and Rongcheng Yigou, while based in their regions, continuously expanding their reach to surrounding areas, enhancing their comprehensive competitiveness, and carving out a unique development path in an industry landscape already dominated by Alibaba Retail Link, JD New Path, and Yijiupi.
新经销咨询团队How to Turn Around a Market That Has Been 'Ruined'?
In the FMCG industry, marketing teams and distributors often face the challenge of taking over a 'ruined market'—one that has deteriorated from a previously good state, making it harder than a new market due to poor terminal relationships, unresolved issues, and lack of breakthroughs. To break the deadlock, this article proposes a systematic approach: first, set clear goals through 'four determinations' (market, policy, target, incentive), then take proactive actions through 'four do's' (stocking, display, notification, reward), ultimately revitalizing the market.
海游In the Era of Omnichannel Distribution, Will Traditional Business Managers Be Eliminated?
As a veteran city manager, Lao Wang, who has long been relied upon by his company, is feeling frustrated and depressed after missing performance bonuses for three consecutive months. With the rise of new retail and digital channels, he wonders if he is being left behind. The article argues that while the FMCG landscape is fragmenting, traditional channels still account for 80% of sales, and business managers should expand their comfort zones by learning new skills rather than abandoning old ones.
许翔Why Are Chain and Brand Development the Ultimate Destination for Retail Small Stores?
1. What capability blind spots do traditional retail small stores have? 2. What problems did the COVID-19 'black swan' expose in traditional supply chains? 3. Why is chain and brand development the inevitable path for retail small stores? Recently, New Distribution officially released the '2019-2020 FMCG Retail Small Store B2B Competitiveness Report' (hereinafter referred to as the 'Report'), which, through a sample survey of 6,030 stores in 112 cities nationwide, provides a clearer and more comprehensive understanding of the survival status and procurement channel structure of China's 5.8 million small stores, and more importantly, enables us to judge and predict the development trends of millions of retail small stores and future channel changes in China based on the data changes.
刘少德Inventory | 2019 Beverage Growth Rate Competition: Jinmailang, Nongfu Spring, and Ganten Continue to Lead!
The beverage industry is one that never goes out of style. Perhaps because of this, competition in the beverage industry has always been fierce, with players coming and going. Based on Nielsen's Q4 2019 rolling annual total growth rate data compared to the same period last year, the author takes stock of the growth rates of beverage giants over the past year. MAT2019Q4 vs MAT2018Q4, MAT2018Q4 vs MAT2017Q4. According to the data in the table, Jinmailang leads by a wide margin with a 42% growth rate, ranking first.
何年Report | 2019-2020 FMCG Retail Store B2B Competitiveness Report (Download Included)
With the rapid development and penetration of digital tools, e-commerce has become an indispensable part of people's lives. As a new procurement method for traditional retail stores, B2B platform ordering is increasingly accepted by small store owners. Especially after the entry of Alibaba's Retail Link and JD's New Path, the FMCG B2B industry has gained unprecedented attention from brand owners. To help FMCG professionals better understand the current development of the B2B industry, the procurement proportions of traditional retail stores across different channels, and the comprehensive competitiveness of platforms in various regions, the New Distribution research and consulting team has compiled this report.
新经销咨询团队As the Beverage Peak Season Approaches, How Can Sales Reps Invest Funds Accurately, Steadily, and Decisively?
The FMCG market is increasingly competitive, with rising terminal grabbing and escalating costs. How to use limited funds to generate more impact in an infinite market is a key concern for all manufacturers and distributors. This article starts with three cases to illustrate common problems in terminal expense investment, such as blind selection, lack of tracking, and complex reimbursement processes, and then proposes seven strategies leveraging digital tools to optimize expense management.
邢仁宝If You Had 100 Million Yuan for Market Terminal Expenses, How Would You Invest to Ensure Returns?
If you were given 100 million yuan for market terminal expenses, how would you allocate it? In the FMCG sector, besides end consumers, the most important are traditional offline retail outlets. There are nearly 5 million mom-and-pop grocery stores in China alone, plus hypermarkets and convenience stores, totaling about 6-7 million retail terminals. These terminals are business entities in themselves. Both distributors and brand owners must consider investing in them to encourage them to sell more of their products. When it comes to investment, the question of how to invest inevitably arises.
潘利华Three Squirrels, Bestore... Four Predictions for the Snack Food Industry: From Channel Domination to New Retail
The snack food industry has evolved from traditional channels to e-commerce and now to new retail, with changing consumer preferences and business models. This article reviews the development of typical enterprises like Three Squirrels and Bestore, analyzes the industry's constants and changes, and offers four predictions for the future.
游游At the Peak of the Trend, Who Will Benchmark Against Genki Forest?
During the 2019 Tmall Double 11 shopping festival, Genki Forest's Japanese-style white peach flavored sparkling water beat beverage giants like Cola and Red Bull to rank among the top three in beverage single-item sales, sparking heated discussion. Consumers developed a strong curiosity about sparkling water, and more young people began to pay attention to it as an excellent substitute for carbonated drinks. The low-calorie, healthier label has made sparkling water a new internet sensation. Apart from the niche 'sparkling water enthusiast group', the most intuitive factor for the general public to measure sparkling water taste is sweetness. Statistics show that over 41% of carbonated beverage consumers believe sparkling water has moderate sweetness and are willing to switch to it as a substitute.
New DistributionUnder the Epidemic, Why Did Their Sales Increase Instead of Decrease?
The epidemic caught many trading companies off guard, but some distributors saw sales rise by leveraging online ordering, channel diversification, and prior digital transformation. This article summarizes the experiences of several partners during the crisis to offer practical insights.
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