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 35 of 96
Can Unmanned Retail Seize the Opportunity to 'Turn the Tables' After the Pandemic?
Unmanned retail faces challenges in finding suitable locations and meeting appropriate scenarios. Since the outbreak of the pandemic, besides mainstream channels like offline supermarkets and fresh food e-commerce, unmanned retail has become one of the purchasing channels for daily necessities. Recently, after the completion of Huoshenshan Hospital, an unmanned supermarket in the epidemic area was launched, built by Alibaba's Taoxianda and Hubei chain supermarket Zhongbai Warehouse, operating 24 hours a day and serving over 200 customers on its first day. Luckin's unmanned coffee machine 'Ruijigou' has also entered multiple hospitals in Wuhan. During the fight against the epidemic, unmanned supermarkets, unmanned delivery, and unmanned cabinets have become particularly important.
操秀英Community Marketing: Dual-Line Deep Distribution Online and Offline!
Community marketing is defined as exploring consumer characteristics and channel features in residential, work, and entertainment scenarios based on geographic location, against the backdrop of urbanization. With 1.4 billion people and over 400,000 communities expected by 2020, community marketing is seen as a system covering the majority of consumers, with two centers: to-store and to-home, and four keywords: deep differentiation, e-commerce, community, and delivery. The key concept is dual-line deep distribution, where offline and online channels are integrated for comprehensive coverage.
方刚A 15-Day Battle for Million-Dollar Collections: A White Liquor Operator's COVID-19 Review
The sudden outbreak of COVID-19 has thrown many businesses into crisis, forcing them to adapt or perish. This article reviews how a provincial white liquor operator in Henan, with annual sales of 30 million yuan, executed a five-step self-rescue plan, including internal morale building, targeted promotions, public welfare campaigns, and post-pandemic market strategies, successfully collecting over a million yuan in just 15 days.
1号子弹Offline: Build One Store Well; Online: Build One County Well
Offline, build one store well—this is the requirement for connection dimension and depth; online, build one county well—this is the requirement for communication density after three-dimensional connection. The operational logic of three-dimensional connection can be summarized in one sentence: offline, build one store well; online, build one county well. Offline, building one store well means the store is the best unit for initiating three-dimensional connection, starting from a single store, expanding to communities, then to networks, thereby connecting three spaces. Online, building one county well means the county is the smallest unit for judging communication and transaction density. In marketing, density is cognition, and density is brand. Achieving high-density communication ignition in a county can be replicated in a city or province.
方刚Dairy Sales 'Halved' as Industry Faces Post-Pandemic Supply-Demand Imbalance
Following the COVID-19 outbreak, milk sales plummeted by over 50% in major cities, leading to massive milk powder production, inventory buildup, and farmers dumping milk. Experts warn that the pandemic may force some dairy farmers out of the market, and as consumption recovers, the supply-demand gap for raw milk could widen, compounded by global uncertainties.
林超 安路蒙等After Resuming Work, Frontline Sales Staff Have Excess Capacity: Three Things to Do
As the epidemic gradually eases, more trading companies are resuming operations, but sales are still affected by closed downstream stores and limited consumer spending, leaving sales staff underutilized. New Distribution invited Mr. Li Feng, President of Hongye Hengda Trading, to discuss how sales staff can improve their skills during this slack period and prepare for a strong sales push after the epidemic.
李锋Heavyweight | 2019-2020 Brand FMCG B2B Cooperation Survey Report (Download Included)
Since its emergence in 2013, FMCG B2B has developed over six or seven years into a distribution force that cannot be ignored in the FMCG industry. Most domestic brand manufacturers are also cooperating with B2B platforms. Although B2B business accounts for a relatively small proportion of overall sales for FMCG brands, B2B's strong supply chain management and digital distribution capabilities have shown many brand manufacturers prospects for further growth and development. To better understand the actual cooperation between brands and B2B, from November 2019 to February 2020, New Distribution conducted a survey of senior and mid-level managers from 65 well-known FMCG companies.
新经销咨询团队BC Integration: Both an Emergency Response to the Pandemic and a Marketing Trend
During the COVID-19 pandemic, two terms became popular in the marketing world: livestreaming and community groups. While 'livestreaming' is a marketing tool and 'community groups' are a means to connect with users long-term, the deeper trend is BC integration—connecting B-end (distributors/retailers) with C-end (consumers). This article argues that BC integration is not just an emergency measure but a necessary marketing path, emphasizing the importance of activating public domain traffic through community groups rather than building private domain traffic.
刘春雄Expanding Online, Reducing Costs: JD New Channel's Multiple Measures to Fight the Epidemic Together with Offline Stores
In the battle against the COVID-19 pandemic, millions of small retail stores nationwide are tasked with ensuring residents' daily needs while facing challenges such as supply shortages, reduced foot traffic, declining sales, and cash flow difficulties. JD New Channel is closely monitoring the operational difficulties of small and medium stores in Wuhan and across the country, providing full support to help them overcome these challenges. Measures include actively helping store owners shift their operations online for contactless sales, and introducing multiple support policies to reduce operating costs and safeguard the survival and development of over one million ZhangguiBao users.
New DistributionUnder the Epidemic, the 'Changes' in the 2020 Dairy Industry?
In 2020, distributors in the FMCG industry are struggling, especially dairy distributors, who face even greater difficulties. Due to the novel coronavirus, offline terminals across provinces have closed, making every day a torment for dairy distributors dealing in short-shelf-life products. Invited by New Distribution, I will discuss the market trends and marketing strategies for the dairy industry in 2020, sharing my personal views from four aspects for your reference: 1. How can distributors quickly resolve inventory issues given the severe impact of the epidemic? 2. Will consumer behavior change due to this epidemic? 3. Will the dairy industry undergo structural changes under the epidemic's influence? 4. What strategic adjustments should dairy manufacturers make in 2020 in response to market changes?
刘华明Practical Guide | How Frontline Sales Reps Can Resume Work Amid the Epidemic
Amid the current epidemic, many manufacturers and distributors have delayed the resumption of work for their stationed sales teams, or some frontline staff have started working from home. However, sales work involves constant market engagement, and working from home is not a long-term solution. Therefore, while taking protective measures and fighting the epidemic together, a key topic remains: how can our frontline employees prepare to resume work? To address this, New Distribution invited FMCG practitioner Xing Renbao to share specific advice on how frontline sales reps can resume work during this critical period.
邢仁宝2020 Winter Davos: Pan Gang Discusses Yili's New 'Ecosystem Economy' Development Model
At the 50th Davos Forum held from January 21-24, 2020, Yili Group Chairman Pan Gang proposed the 'ecosystem economy' model as a new driver for global development in the next decade. He highlighted its three key characteristics—openness, innovation, and win-win cooperation—and showcased Yili's efforts in building a global health ecosystem.
New DistributionYijiupi Partners with Global Snack Giant Mondelez, Sales Up 500% in 3 Months
Recently, Yijiupi and Mondelez executives met in Shanghai to review 2019 business and plan 2020 cooperation. Nick Zhou, Mondelez's Sales Development Operations Director, noted that three years of EB2B business has accumulated operational experience and they will continue to explore more efficient distribution models. Tao Guangya, Mondelez's B2B channel head, said that since officially joining Yijiupi in September 2019, sales have grown 500% year-on-year, and they will deepen cooperation in promotions, store penetration, and data sharing.
New Distribution8 Years in a 5th-Tier City: How He Used Equity + B2B to Grow Sales from 0 to 500 Million
Fan Xiaocai, a distributor in Tongren, a 5th-tier city with only 4.3 million people, has grown his company's annual sales to an expected 500 million yuan in 8 years. By leveraging a betel nut brand to secure 12,000 retail outlets, then expanding into FMCG with a large sales force, employee equity incentives, and a B2B platform, he achieved remarkable growth.
李青林Precise Observation | 2020 Consumption Trends: The Largest Innovation Cycle in the Food Industry Is Coming
In 2019, the health industry faced a downturn, but brand innovation remained vigorous. Driven by the internet, new brands that fully leveraged traffic dividends achieved the fastest growth in history. Amid competition from emerging brands and various internet-famous products, traditional leading brands also stepped up their efforts to solidify their market positions, leading to a vibrant scene of innovation in the health and functional markets. As witnesses to the accelerated innovation cycle, Wu Wanrong, Director of Brand Marketing and Communications at Tmall, and Shi Qiwei, General Manager of Xiaohongshu, both shared this view.
元宝的奇思妙想Unmanned Retail Unattended? Behind the Closures: Reshuffling or Demise?
While closures continue, new stores are opening; capital is retreating, yet technology integration trends persist. Once favored by capital, unmanned retail has seen a wave of shutdowns, but traditional stores are leveraging technology to enhance consumer experiences. The trend of integrating new technology with retail is irreversible, but digital transformation should return to retail fundamentals, focusing on convenience and quality products.
杜鑫Sales Growth in 2020: Sales Are Squeezed Out
Lu Xun said that time is like water in a sponge; if you are willing to squeeze, there is always some. Similarly, sales are like water in a sponge; if you are willing to squeeze, there is always some. For example, Jinmailang's recent performance has been outstanding because they squeezed sales out of traditional channels. Sales are squeezed out, in contrast to 'sales are pressed out'—relying on channel stuffing no longer yields sales, but squeezing channels can still produce sales. The exemplar of squeeze-style growth is none other than Jinmailang. Their deep distribution started in 2003, and by 2014, although there was still no substitute, the traditional approach had become ineffective. Now, Jinmailang is giving deep distribution a new highlight.
刘春雄Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来Behind the Post-90s Consumption List: 10 Trends in New FMCG Consumption
Big brands dominate, private labels rise, and bold flavors are popular! From Bianlifeng's post-90s consumption list, we've identified 10 interesting new consumption trends.
龙猫君With the prevalence of freshly made milk tea shops, does bottled ready-to-drink milk tea still have a future?
The rise of internet coffee has popularized coffee from niche groups to the masses, also spurring the growth of ready-to-drink coffee brands like Tanbing and Shengruisi. However, the similarly booming milk tea market has not seen the same level of activity in ready-to-drink product development. Despite chains like 1点点 opening over 4,000 stores and Heytea being valued at 9 billion yuan, the market for ready-to-drink milk tea remains relatively subdued. This article explores the reasons behind this and where the opportunities for ready-to-drink milk tea lie.
晓鱼Master Kong Instant Noodles in 2019: The Power of a Seed
As 2019 draws to a close, the Chinese character "warm" best describes the instant noodle industry's resurgence. After a cold spell from 2013 to 2016, the industry has rebounded, thanks in large part to Master Kong's strategic focus on innovation and consumer trust.
快消君Transformation in One Year: Securing 1,600 Restaurant Clients, He Doubled Sales with the Distribution-Store Model
Jiangsu Lianyungang Yiheng Grain and Oil, primarily dealing in Yihai Kerry products, had only 20 restaurant clients before its transformation, focusing mainly on secondary wholesalers, KA channels, seasoning stores, and fresh food stores. After a year of transformation, it now serves 1,600 restaurant clients and has doubled its sales. How did they achieve this? Recently, New Distribution had an in-depth exchange with Mr. Lu Yulong, General Manager of Yiheng Grain and Oil. As a second-generation successor to the distributor, Lu did not rely solely on his father's existing business but conducted market research at the end of 2018 to seek new opportunities.
李青林Rejected for Distribution? No Problem—If the Salesperson Says the Right Words, We Have a Story!
When facing a sales pitch, terminal store owners don't first think about making money—they worry more about whether your product (especially a new one) will sell and whether they'll lose money. If selling the product won't lose money and gives them a sense of security, then the profit story can play a better role. What words or phenomena make terminal customers feel secure? In summary, it's the following points: -01- Small order quantity, no capital tie-up, attract consumers, why not order a little to try! Boss, today I recommend a new product (show sample)...
魏庆AI Light Illuminates the 'Perfect Store'
In the FMCG industry, with numerous categories and diverse channels, effectively covering and managing channel pathways is crucial for solving the equation 'Sales = Distribution × Sell-through'. While expanding store coverage, it is vital to ensure vivid in-store displays to boost sell-through. The concept of the 'Perfect Store' emerges to address how to achieve more single-store sell-through through极致 visual merchandising in limited key channels.
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