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 38 of 96
Report: 50 Major Domestic Brands from Before the 1990s
Recently, China's old brands have been making a comeback, with many domestic products returning to the market in a high-profile manner, sparking a 'guochao' (national trend) wave. This time, we trace back to before the 1990s, categorizing and reviewing some memorable domestic brands, looking at their origins and current status.
货圈全微数实验室Deep Dive: Nine Trends in FMCG Digital Marketing for 2019
As 2019 draws to a close, New Distribution reflects on the past, present, and future to identify key trends in FMCG marketing. Based on two years of industry interviews and frontline research, partner Ren Xiaodong outlines nine trends, from digital transformation and live-streaming e-commerce to B2B platform consolidation and the rise of charismatic new products.
任小东The "Half-Hour" Retail War!
The topic of new retail has been around for three years. During this time, innovative models and capital have driven progress, with some companies leading the race while others have exited. The process aligns with initial expectations, focusing on efficiency upgrades and online-offline integration. This article explores the rise of new consumption trends and the half-hour retail model, supported by case studies like Hema and Luckin Coffee.
零售商业评论Kearney Releases Global Beverage Industry Report: Insights into Trends from Consumer, Product, Brand, and Distribution Dimensions
The beverage industry, traditionally stable, is undergoing significant transformation. Internationally, PepsiCo has targeted health-conscious consumers by acquiring SodaStream in 2018. Coca-Cola entered the tea market a decade ago with its subsidiary Honest Tea, and acquired coffee chain Costa in 2019 to expand into the fast-growing coffee market. In China, the rapid rise of Luckin Coffee and Heytea has squeezed packaged beverages, while new-generation consumers' acceptance of local and niche brands has fueled successes like Xiangpiaopiao and Rio. Consumers increasingly demand healthier, eco-friendly options, driving major industry changes. This article examines trends in consumer, product, brand, and distribution to guide beverage companies in adapting and maintaining market position.
FBIFA Decade in FMCG: From Boom to Bust
From a novice to a veteran in the FMCG industry, the author reflects on the turbulent decade from 2009 to 2019, witnessing the industry's rise and fall, from the golden era of in-store promotions to the disruptive impact of e-commerce and O2O, and the eventual decline of traditional retail.
田野The Bottled Water Arena: Yesterday 1 Yuan, Today 2 Yuan, Tomorrow 3 Yuan?
As summer draws to a close, we revisit the bottled water market. A timeline shows the shift from 1-yuan Master Kong's dominance in 2008 to 2-yuan Nongfu Spring's rise in 2011, followed by 2-yuan C'estbon in 2015 and 3-yuan Ganten in 2018. The market is evolving from a pyramid to a spindle shape, with 1-yuan water shrinking, 2- and 3-yuan water dominating, and 4-yuan water emerging. The report predicts the market will exceed 200 billion yuan within two years, with room for 2-3 more billion-yuan brands.
FBIF5 Salespeople, 280+ Stores, Annual Sales of 70 Million: How Did He Crack the Tourism Special Channel?
A Chongqing-based distributor specializing in the tourism special channel grew sales from zero to 70 million yuan in three years, with projections to exceed 100 million in 2020. His success hinges on unique approaches to customer relationship maintenance, product selection, display, and team management.
李青林Don't Let 'Packaging' Hold Back Your Market!
Packaging is the communication path between a product and consumers; any commercial product packaging design that ignores business thinking is irresponsible. Packaging is an integral part of turning a product into a commodity, and its primary task is to achieve the company's strategic sales goals through creative, appropriate commercial design, not just aesthetic appeal.
张宇征Craft Beer: Running Slow
Craft beer, as an emerging product, has attracted large breweries and entrepreneurs with its astonishing growth rate, but only those craft beer companies that truly cater to consumers' quality needs can genuinely win the market. When it comes to summer, beer is often a topic of discussion. China consumes nearly 25% of the world's beer. In recent years, the domestic mass beer market has become increasingly saturated, but high-end beer products have shown a trend of rapid development. Against this backdrop, craft beer has developed rapidly in a short period, but the scale of China's craft beer industry remains relatively small...
杨良Companies That Treat Salespeople as Customers Die; Companies That Treat Customers as Salespeople Grow Big
There are two extreme marketing management styles: treating salespeople as customers (loose) and treating customers as employees (strict). While loose management may work temporarily, it often leads to collapse or dissolution, whereas strict management, as seen in successful Chinese companies, extends internal management to channel partners, enabling scale and control.
刘春雄250 Million People Suffer Hair Loss! Black Mystery – A New Entrepreneurship Opportunity for Small-Town Youth in 2019!
In September, a small shop in Jingzhou attracted long queues for its hair loss and gray hair solutions. Lu Zhen, a passerby, discovered it was a Black Mystery store, which led her to consider opening one in her hometown. The article highlights the rise of small-town youth and Black Mystery's innovative management model, positioning it as a promising business opportunity.
New DistributionBaidu Brain and the Present and Future of the FMCG Industry
On August 21, at the 2019 China FMCG Conference hosted by New Distribution, Xie Yongkang, Senior Technical Manager of Baidu AI Technology Ecosystem Department, introduced the overall architecture of Baidu Brain, Baidu's AI technology culmination, and shared the AI capabilities it currently provides for the FMCG industry, as well as its future plans.
谢永康Is the Deep Distribution Model About to Become a Thing of the Past?
The article discusses the concepts of intrusive and non-intrusive distribution, the conditions that gave rise to deep distribution in China, its operational key points, and the emerging equilibrium between manufacturers and distributors in the post-deep-distribution era. It argues that while deep distribution has been effective, it faces challenges, and a balanced division of labor between manufacturers and distributors is becoming more viable.
施炜Nestlé: The 'Elephant' Talks Innovation
Nestlé, the world's largest food company, is accelerating innovation across its core categories, experiential innovation, incubation of white spaces, and marketing innovation. By restructuring, streamlining processes, and fostering a culture of innovation, Nestlé aims to improve quality of life and contribute to a healthier future.
王思淳1 Yuan, 2 Yuan, 3 Yuan: Which Bottled Water Category Is Heading Toward 10 Billion in Sales?
On the 27th, Ries Consulting released the 'Bottled Water Industry Analysis and Outlook Report', predicting that sparkling mineral water, with 2018 sales of 300 million yuan, could reach 10 billion yuan in five years. According to Euromonitor data, China's bottled water market grew from 31.6 billion liters in 2014 to 43.4 billion liters in 2018, an average annual growth rate of 8%, with sales volume approaching half of the entire soft drink market. Sales revenue increased from 114.5 billion yuan in 2014 to 174.3 billion yuan in 2018, accounting for 30% of the soft drink market. The current market structure is evolving from a pyramid to a spindle shape.
姜煜How Should the FMCG Industry Navigate the 'F2B2b2c Online' Path?
The following is the speech delivered by Mr. Zhou Bin, co-founder and COO of Renwoxing Technology, at the 'FMCG2019·China FMCG Conference' hosted by New Distribution, organized and published for readers. He discusses the digital transformation of the FMCG industry, emphasizing the importance of online business operations, data-driven decision-making, and the integration of online and offline channels for brand owners and distributors.
周斌Nielsen: Five Major Changes in the Chinese Market Over the Next Five Years Will Create Huge Business Opportunities
The following is the speech content delivered by Hong Kai, Vice President of E-commerce at Nielsen Greater China, at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. In recent years, many new practices have emerged in both retail and FMCG. This sharing aims to stand at the forefront, first looking at consumer changes from the consumer perspective. In China, we believe that over the next three to four years, the entire market will be driven by five major factors...
洪锴5 Standardizations and 9 Tips to Help Ordinary Salespeople Achieve Tenfold Performance
The key factor in whether a product succeeds is not the product itself, but the frontline salesperson. This article provides five standardizations and nine tips to enhance individual sales capability, including creating standardized templates, using mentorship, summarizing successful cases, fostering positive mindsets, and building a motivating culture.
酒类专业财经媒体5 Seconds to Influence Purchase Decisions: Building an AI-Driven Model for Retail Terminals
At the FMCG2019 China FMCG Conference hosted by New Distribution, founder Zhao Bo opened with a discussion on digital supply chain applications and practices in the FMCG industry, highlighting deep distribution as an effective solution for many FMCG brands. This aligns with Pinlan's advocacy for an AI-driven retail terminal model, which uses AI and data to manage terminals and influence both consumers and store owners.
李剑Interview | JD New Channel's Zheng Hongyan: FMCG B2B Should Be Value Creation, Not Value Substitution or Value Segmentation
From 2013 to 2019, the FMCG B2B industry has entered its sixth year. From a few entrepreneurs testing the waters to internet giants entering one after another, and more brand owners building their own B2B, the industry's development has been unpredictable. Returning to the essence of the FMCG industry, all technological developments should help brand owners reduce costs and increase efficiency, accelerating the circulation of goods. From an industry development perspective, what value can B2B bring? In today's increasingly evident channel and consumption stratification, how can B2B help brand owners return to trillion-yuan growth?
赵波In-Depth | The Rise of Domestic Brands in the Food Industry!
The rise of domestic brands in China's food industry is driven by a new generation of consumers with cultural confidence, leading to innovation and market success. This trend is not only about emotional support but also about quality and creativity, as seen in brands like Zhong Xue Gao and Three Squirrels.
FBIFWithout Digitalization, How Long Can FMCG Companies Survive?
In the digital era, consumer demands change rapidly, market dynamics shift, decision-making accelerates, and the competitive landscape becomes unpredictable. The traditional enterprise-centric value chain (B2C) is fading, giving way to the consumer-centric C2B model as the new norm. For agile and innovative companies, digitalization presents a rare opportunity, while traditional FMCG giants, especially those reliant on offline operations, risk being overtaken if they fail to transform in time.
贺晓青 陈婉儿 等Can Terminal Inspection Really Only Rely on Manual Labor?
Store visits, display inspections, competitor information collection, communication with store owners, and training salespeople are tasks that Xiao Qiang repeats every month. He is a supervisor for a leading snack food brand, responsible for over a hundred stores in East China. With more than 20 days of business trips each month, and calculating half an hour per store and 12 hours of work per day, Xiao Qiang can only visit 24 stores a day. As the company's business expands, his workload increases, and at over 30 years old, he feels overwhelmed. Wang Ke, a salesperson at a beverage company, faces similar challenges.
New DistributionTsingtao Beer's Blue Army: Innovation Makes Marketing Self-Promoting
Tsingtao Beer's Innovation Marketing Headquarters, known internally as the 'Blue Army,' has attracted attention since its inception with a series of marketing moves that generate their own buzz and traffic. The Blue Army focuses on understanding millennial needs, launching innovative products like full-wheat white beer, and exploring new channels and business models, including cross-industry collaborations and private customization.
王深圳