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 37 of 96
Lead Your Troops Well, Win the Battle | A Practical Guide for Regional Managers
Fifteen years ago, when I first entered the beverage business, I deeply admired a few sales superstars. I vividly remember that during one peak-season month, a wholesale salesperson named Zhang achieved nearly 200,000 in sales, accounting for 50% of the total sales of an 11-person team. On some days, his single-day sales exceeded what some salespeople made in a month, truly achieving the feat of one person doing the work of ten. Looking back, it was the extensive marketing and management models that created these FMCG elites, but as channel refinement became more widespread, these sales gods gradually disappeared. Today's competition is no longer about individual heroism but about team collaboration. Building a strong team is essential for achieving long-term, sustainable competitive advantage and is the greatest test for sales managers.
海游Bottled Water Market: A Survey of Potential Segmented Consumer Groups
The bottled water market is becoming increasingly segmented. As more Chinese consumers drink packaged water, brands face the common challenge of differentiating themselves from competitors, and market segmentation remains the overall trend. Unlike past labels such as glacier water, purified water, spring water, and oxygen-rich water, the segmented water market targets more precise groups, with products for maternal and infant, children, and women emerging. According to a report by food and beverage consulting firm Zenith, globally, children aged 0-14 account for 26% of the population, representing a 53 billion liter bottled water market, with the children's segment expected to grow 7% annually by 2021.
New DistributionMovement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth
As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. Solving the problem of terminal product movement has become the top priority for manufacturers and distributors. Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. Channel push and consumer pull are the two main directions to solve terminal movement.
张选Latest | JD New Distribution Releases 11.11 Super Battle Report: More Supply, Deeper Market Penetration, Stronger Sales
At 24:00 on November 11, the 11.11 shopping festival concluded, and JD New Distribution released its results for the omni-channel, multi-scenario consumption carnival. From November 1 to 11, cumulative sales over 11 days were 300% of the same period in 2018, driving high growth for brand owners, platform merchants, joint warehouses, and offline stores. The fourth 11.11 for New Distribution showed strong momentum, leading the industry to build a stronger B2B2C full-chain ecosystem.
New DistributionWith 300 Million Insomniacs, Is the Billion-Yuan Sleep Aid Market Really Promising as Want Want, Mengniu Enter?
When it comes to functional foods, the term 'concept hype' often comes to mind, and sleep aid foods are no exception. With the rapid rise of the 'night economy,' are food companies focusing on consumers' excitement and pleasure, or turning to those with health concerns and caring about their sleep quality? It's easy to add brilliance to splendor, but hard to provide timely help. Moreover, the problem to be solved is closely related to one-third of everyone's life.
FBIFAfter Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤We Are Witnessing the Disappearance of the Sales Representative Group
The article discusses the evolution and potential disappearance of the sales representative (业务员) role in China, contrasting it with the US model. It argues that while channels persist, the function of sales reps is shifting from traditional B2B tasks to new roles involving scenario creation, user experience, and fan operations, driven by digital transformation.
刘春雄The Diversification Path of Coca-Cola's 'Helmsman'
Neville Isdell, the 12th Chairman and CEO of Coca-Cola, served only three years but halted the decline in the company's market and brand influence. Having worked for Coca-Cola for over 30 years across Africa, Asia, Latin America, and Europe before taking the helm, he understood the need to adapt corporate strategy to diverse markets and cultures.
郑渝川Don't Blame the Channel for Not Stocking Up or the Terminal for Not Pushing Your Product—You Just Haven't Used These 21 Promotional Methods!
Product sales seem to be 'no promotion, no sales.' Without promotion, channels or terminals won't proactively stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and boost performance. Below are 21 channel promotion methods seen in the market, shared for reference.
朱志明Totole Original Fresh Focuses on Focus Media to Attract Middle Class, Soy Sauce Market Competition May Intensify
Soy sauce is the largest category in China's condiment industry, with annual production reaching tens of millions of tons. Currently, the domestic market is dominated by Haitian, followed by Lee Kum Kee, Chubang, and Original Fresh, forming a 'one superpower, multiple strong players' competitive landscape. Recently, Totole Original Fresh soy sauce has changed its brand strategy, heavily focusing on Focus Media elevator advertising, promoting '0 additives, 3 layers of freshness' to target 300 million urban mainstream consumers and further capture market share. As is well known...
New DistributionStruggling to Get Your Products Distributed? Here's How to Do It Effectively!
Whether in traditional marketing or the Internet era, distribution is an essential skill for anyone deeply engaged in offline markets and a key means to achieve sales performance. This article provides practical insights and techniques for frontline FMCG salespeople, emphasizing the importance of mastering basic skills and inner mental methods to ensure effective and sustained distribution.
刘友本Industry Downturn, Jinmailang Upturn: What Is the Core of the "Four-in-One" Model?
Jinmailang is a company worth studying, not for its marketing strategy but for its effective "Four-in-One" channel management model. Despite the declining instant noodle industry and fierce competition in the drinking water market, Jinmailang has achieved impressive growth. The model combines vehicles, personnel, regional contracts, and terminal devices, with the terminal device being the key differentiator.
刘春雄JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!
This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios.
袁来Pentawards, the 'Oscar' of Packaging Design, Is Changing
Founded in 2007, Pentawards, as the world's only competition dedicated to packaging design, has long been committed to promoting the development of packaging design and enhancing the creative level of professional designers, and is known as the 'Oscar Award' in the packaging design industry. The Pentawards awards are categorized by food, beverages, body-related products, luxury goods, and other market products based on creative quality. Each year, Pentawards presents only one Diamond Award, along with Platinum, Gold, Silver, and Bronze awards.
New DistributionThe Next Five Years of Premium White Milk: Which Tracks to Seize?
Since Telunsu's debut in 2005, the premium white milk market has grown rapidly, with Telunsu and Jindian leading the way. As channel dividends fade, product upgrades and premium pricing will drive future growth, with opportunities in organic, low-fat, high-protein, and lactose-free segments.
FBIFDeep Distribution in the New Era: Frontline Salespeople Evolve with 'Multi-Branch, Multi-Function' Mixed Operations
China is a super-large-scale market, and deep distribution has been the most effective channel solution in the Chinese FMCG industry over the past 30 years, without exception. Its internal logic is: large-scale factory production, wide-area communication through mass media, and finally large-scale distribution through deep distribution, with manufacturers and distributors joining forces to expand production and sales scale and share economies of scale. This is the most efficient sales system under the manufacturer-distributor combination. The purpose of deep distribution is to enable goods to reach consumers on a larger scale, with higher density, and more effectively. The core of deep distribution is 'sell-through', and its essence is the effective 'conversion' of shelf traffic, with the transaction logic being to achieve consumers' random and impulsive consumption through effective reach.
赵波Jiangxiaobai's Guide to Staying Young
Whether it's allowing consumers to express themselves or using consumer language, the essence is a 'reconciliation' between the brand and consumers. Jiangxiaobai, a young Chinese baijiu brand, has achieved success by understanding and engaging with young consumers through innovative products, marketing, and a youthful corporate culture.
田巧云JD New Channel and Unilever Upgrade Strategic Cooperation, Join Forces with Wall's to Build Intelligent Channel for Low-Temperature Products
On October 21, JD New Channel signed a strategic cooperation agreement with international ice cream brand Wall's. The two parties will combine their advantages in brand, channel, logistics, etc., to deepen cooperation, further promote retail model innovation, achieve complementary advantages, and build an intelligent channel for low-temperature category products. The signing ceremony was attended by Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Channel Business Unit, and Xu Yucong, Vice President of Unilever's Ice Cream and Beverage Division and General Manager of Wall's.
New DistributionThree Minutes to Understand What AI Can Do for FMCG Companies
In fact, your terminal displays can be more vivid! Do you know that terminal shelves are messy, core products are not on the shelf, and the share of shelf space is not up to standard? Do you know that the purity of terminal freezers is insufficient, your product's shelf space is squeezed, and competitors are prevalent? Since 2019, brand owners have heard the most about digitalization and AI intelligence. At the Alibaba Cloud New Retail conference a few days ago, it was directly synthesized into: digital intelligence. For a time, major brand owners in the FMCG industry were talking about digital transformation and conducting AI image recognition POC selection, hoping to use AI technology to achieve vivid terminal displays for their enterprise customers, which is the "Perfect Store" plan that everyone is talking about.
提升企业销售效率Distribution is Important, but Merchandising is More Important
A story is told about a salesperson who, when delivering goods, found the store shelves full and left the products in the warehouse. On subsequent visits, he never checked the inventory or placement, just asked if the products were sold. The owner, embarrassed, said they weren't selling well. This illustrates that merely delivering goods without proper merchandising leads to poor sales. Effective distribution requires persistence, detailed records, and in-store merchandising.
师顺宽Zong Qinghou's Latest Speech at Wahaha: Even in the Internet Age, Rules Cannot Be Broken
At the 2019 Kotler Future Marketing Summit, Zong Qinghou, founder and chairman of Wahaha Group, shared insights on marketing in the internet era, emphasizing the essence of marketing as solving 'who buys' and 'who sells.' He discussed Wahaha's evolution, challenges from new retail and digital technologies, and strategies for consumer-centric product positioning, multi-channel sales, and intelligent marketing.
宗庆后Marketing Father Philip Kotler's 10,000-Word Speech Transcript: The Future of Marketing
At the 2019 Kotler Future Marketing Summit, Philip Kotler delivered a keynote on the future of marketing, covering its history, current state, and future trends, emphasizing the shift from sales to creating, communicating, and delivering value, and the importance of innovation and customer-centricity.
菲利普·科特勒Want Want's Second Venture: Distributors' Future Earnings Lie in 'Management Profit' Rather Than 'Opportunity Profit'
Distributors have always focused on three things: managing people, reaching end consumers, and making money. However, the environment is changing as China's FMCG industry shifts from a growth market to a stock market. With product homogenization, low employee income, and channel saturation, distributors need to shift from relying on 'opportunity profit' to 'management profit'.
New DistributionWinning Hearts and Minds! China Resources Beer Executives Review AB InBev and Heineken Deals, Earning Over HK$20 Billion from Two Agreements
China's largest brewer, China Resources Beer, has demonstrated its speed, precision, and decisiveness through two major deals. In an interview with State-owned Assets Report, Hou Xiaohai, general manager of China Resources Snow Breweries, reviewed the 2016 and 2018 transactions with AB InBev and Heineken, revealing that the company earned over HK$20 billion from the two agreements combined.
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