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 42 of 96
The Product Remains the Same, but the Channel Is No Longer What It Used to Be
The current marketing landscape for traditional FMCG companies can be summarized in three sentences: First, the product is what most needs to change, but it remains unchanged; second, the channel is what least needs to change, but it has quietly changed; third, the internet's greatest impact on traditional business is in communication, yet traditional companies are clearly at a loss. Today, I focus on the quiet changes in the channel. Why is the channel the least likely to need change? Because since the era of deep distribution, the channel has contributed greatly to growth. However, the channel is quietly changing, with the most significant changes being the resurgence of provincial distributors and second-tier wholesalers, and the impact of internet tools on channel efficiency.
刘春雄Heavyweight: 2018-2019 China FMCG Brand Owners' B2B Cooperation Research Report
After several years of development, brand owners' attitudes towards B2B have generally shifted from rejection to acceptance, and then to proactive embrace. So, what is the actual state of cooperation between brand owners and B2B? What problems have arisen during the cooperation? To address these issues, New Distribution, together with 52 well-known FMCG brand owners nationwide, conducted an in-depth survey on their cooperation with B2B platforms. The surveyed brands cover 10 categories including water and beverages, snacks, hygiene products, alcohol, convenience foods, daily chemicals, dairy products, grain and oil, frozen foods, and seasonings.
新经销刘少德Hot at Retail, Booming Production and Sales: What Product Has Won the Attention of Hundreds of Millions-Level Distributors?
In recent years, the consumption of soda water has surged. Globally, European countries account for 54.1% of soda water production, while China only accounts for 7.2%, indicating huge growth potential. According to Nielsen, from 2017 to 2018, the soda water market grew by 36.9% in sales, far exceeding the overall beverage growth of 3.1%. The industry is still in a rapid growth phase, with the market expected to reach 20 billion yuan by 2020.
New DistributionYili and Mengniu Hold Sway in Dairy Market, Can Fonterra's Fresh Milk Entry Break the Local Landscape?
The dairy market landscape is largely settled, and both foreign and domestic brands face significant challenges in making headway in the fresh milk segment. Historically, China's fresh milk market has been dominated by domestic players, with foreign companies unable to establish a presence due to factors such as milk sources, cold chain, logistics, and distribution channels. However, this status quo may be shifting. On April 15, New Zealand's Fonterra launched its first Anchor-branded fresh milk (pasteurized) product in China, initially in Tetra Brik packaging, targeting markets in East and South China.
王言FMCG Salesperson's Reality: Our Dream Is '996'
The '996' work schedule has sparked widespread debate, but FMCG practitioners remain unfazed, even joking that their dream is '996'. A 28-year-old salesperson, Fan Peng, describes the demanding routine: starting at 8 AM year-round, with penalties for leaving after 8 PM during certain months, and a daily grind of visiting 30 stores, all for a modest salary of 70,000-80,000 yuan a year.
比月皎What's Next After the Eight Steps of Terminal Visits? Community!
Channel community management is bound to be the primary means of channel management for brands and distributors in the future. Currently, some forward-thinking brands and distributors have already begun such attempts. 1 What is channel community management? Simply put, it means using social tools like WeChat groups to effectively connect with your customers and consumers, using these connections to activate and effectively manage your customers and target consumers. Marketing, in plain terms, is about getting your customers to sell more of your products, keeping your users using your products, and getting your target consumers to buy more and keep consuming your products.
鲍跃忠Major Move | Mengniu's Social New Retail Platform Officially Launched, Plans 5,000 Offline Beverage Stores
From April 11-13, 2019, the Global Entrepreneurs Conference and 2019 Social E-commerce New Retail International Summit was held in Yiwu, Zhejiang. Mengniu's social new retail platform, "Nanke Mipin," made its debut as a global strategic partner, drawing widespread attention. 01 Mengniu Enters Social New Retail Mengniu's National Operations Center for Social New Retail was established in 2016. In January 2018, it officially entered social retail development through "Mengniu Manran." By June 2018, the market transaction volume of the "Mengniu Manran" project had reached nearly 1 billion yuan.
New DistributionObservation: Why are leading brands like Yili, Budweiser, Kangshifu, and Uni-President rushing to build their own B2B systems?
New Distribution has learned that in early 2019, several FMCG giants including Yili, Budweiser, Kangshifu, and Uni-President have been piloting self-built B2B systems in various regions. According to industry insiders, Uni-President has selectively piloted B2B systems in major regions nationwide, while Kangshifu introduced "Shifutong" in February this year, incorporating Kangshifu and Pepsi brands into its own B2B system. 1. Why do brand owners build their own B2B? Wang Hua (pseudonym), head of new retail at a certain brand, told New Distribution, "Starting this year, some FMCG B2B platforms have begun charging brand owners platform usage fees, ranging from hundreds of thousands to millions of yuan annually."
袁来From 200 Million to 24.1 Billion: A Deep Dive into Yanghe's 15-Year Rise
Yanghe grew from less than 200 million yuan in 2003 to 24.1 billion yuan in 2018, with the Dream of Blue series also joining the 10-billion club. Although Yanghe currently ranks third, with a significant gap behind second-place Wuliangye, could its strategic path and growth momentum allow it to rise from third to second? This article reviews Yanghe's development over the past 15 years, showing how each step aligned with brand status, consumer trends, and industry trends, propelling its rapid ascent.
朱志明Understanding China's Opportunities Through Japan's Consumer Past and Future
This article explores the evolution of retail in Japan and China, highlighting how China's offline retail lags behind Japan by 20 years, and what Chinese retailers can learn from Japanese models like discount stores, convenience stores, and drugstores. It also discusses opportunities in lower-tier markets and the potential for channel brands.
张晓军New Trends in Baijiu Marketing: Middle-Aged Consumers Go Left, Young Consumers Go Right
Brand is a private attribute of an enterprise, while category is a public attribute of a group of customers. Category is not a market segment or industry name, but a cognitive resource that reduces decision-making costs through memory. Therefore, the value of category innovation can lead the value of brand building. FMCG is the largest advertising spender in China, and baijiu, with annual sales of 600 billion yuan, is one of the largest single-product markets. Facing the reality that the total sales volume of Chinese baijiu has stagnated, how can performance growth be achieved? Let's look at two strategic growth paths.
曹升Lo Chih-hsien: Price War Is the Industry's Nightmare; Uni-President Chooses Not to Follow
In March, Uni-President Group released its 2018 annual report, showing revenue of RMB 21.772 billion, with instant noodles and beverages growing 5.7% and 3.6% respectively, driven by price adjustments and product mix optimization. Chairman Lo Chih-hsien further elaborated on the company's future strategies, emphasizing independence, long-term interests, and a refusal to engage in price wars.
New DistributionHow to Make Sales Staff Complete Sales Tasks Like Playing Games and Leveling Up!
Recruiting, retaining, and managing staff are almost daily headaches for every distributor. However, one trading company abolished the salesperson role and replaced it with a merchandiser role, solving these problems. How did they do it? What are the staffing and management logics behind this simple change in job title and responsibilities? Recently, I saw Qiang Huitao, founder of Dunjie Supply Chain, posting on his Moments: recruiting merchandisers. At first I didn't pay much attention, but after seeing it repeatedly, I clicked in: 'High salary for merchandisers, monthly salary 3000-5000 yuan, work location arranged nearby.' This piqued my curiosity.
袁来Who Actually Makes Money in WeChat Business? Internet Companies Turning to WeChat Business Could Be a Trend | In-depth Analysis
The article explores the WeChat business (微商) phenomenon in China, revealing that early players profited by recruiting downlines rather than selling products, akin to pyramid schemes. It analyzes the evolution from single-product brands like Qiaoshisui to platform-based models like Yunji and Global Catcher, and explains why even tech giants like Xiaomi are adopting WeChat business strategies. The piece also provides insights into the essence of social-based distribution and offers advice for those considering entering the field.
惟乔The Evolution of Japanese Consumer Society: A Glimpse into China's Next 20 Years
Japan's consumer retail industry, which originated from the US and achieved global leadership in convenience stores, offers valuable lessons for China. By studying Japan's historical shifts, we can anticipate China's future retail opportunities, particularly in lower-tier markets and new retail models.
Michael FangFrom April, 500,000 Terminal Outlets Nationwide Disappear: How Much Impact Will the Closure of Campus Stores Have on Distributors?
According to the Ministry of Education website, the 'Regulations on the Management of Food Safety and Nutrition and Health in Schools' formulated by the Ministry of Education, the State Administration for Market Regulation, and the National Health Commission were recently published and will take effect on April 1, 2019. The regulations clearly state that primary and secondary schools and kindergartens generally should not set up food business premises such as small shops and supermarkets on campus. If necessary, they must obtain permission according to law and avoid selling high-salt, high-sugar, and high-fat foods. Additionally, the regulations require schools to establish a system where school leaders dine with students during meals.
New DistributionThe Urgency of Transformation for Brand Owners, Distributors, and Sales Teams: Insights from Alibaba's Retail Link 4.1 New Policy
Retail Link's recent 4.1 policy, which significantly reduces the income of its city partners, has sparked unrest and highlights the urgent need for digital transformation in FMCG distribution. This shift underscores the weakening role of traditional sales teams and the necessity for brand owners, distributors, and sales personnel to adapt to online, platform-based models.
鲍跃忠Founded 2 Years, Annual Sales in the Hundreds of Millions, Products Distributed Nationwide: She Says the Core Competence of New Distributors Is...
The following is the speech delivered by Ms. Xu Yuren, Deputy General Manager of Guangzhou Shangrui Marketing Planning Co., Ltd., at the 5th FMCG + Internet Conference hosted by New Distribution, and has been organized and published for readers. Shangrui Marketing is a service-oriented distributor focused on the new retail sector, with its core operational battlefield being B2B platforms such as Alibaba Retail Link. Through digital operations, Shangrui helps brand owners achieve deep distribution. Although Shangrui's business is only two and a half years old, it is estimated to be the youngest distributor in the conference. However, its growth rate is quite good. Through two years of development...
徐迂人Internet Giants Descend to Grab Offline Traffic: Key Trends in 2019 Offline Marketing
As smartphone shipments stagnate and online time approaches its ceiling, internet giants are turning to offline channels to alleviate traffic anxiety. This article outlines key trends in 2019 offline marketing, including product-as-media, digitization of offline traffic, the importance of scenario and efficiency, and the scarcity of quality offline traffic.
卫夕Dong Xu, Brand Director of Shihuituan: Future Development Trends of Community Group Buying
The following is the speech delivered by Mr. Dong Xu, Brand Director of Shihuituan, at the 5th FMCG + Internet Conference hosted by New Distribution, organized and published for readers. The topic of this sharing is the future growth and development trends of community group buying as seen by Shihui. Shihuituan and Youhaodongxi are strategic development partners. Youhaodongxi's CEO, Chen Ying, volunteered in rural areas around the world while studying at a US business school, and after graduation, he remained rooted in rural areas, aspiring to bring fresh ingredients and fruits from origin to more urban families.
董旭Report | Research on the Development of New Marketing Models for Chinese Baijiu Enterprises in 2019
This report analyzes the development of new marketing models for Chinese baijiu enterprises, covering the background, evolution paths, implementation tools, and four typical cases. It emphasizes the shift from traditional to digital marketing, driven by changes in market environment, consumer demand, and technology.
乔运昌Liu Bo, Senior Vice President of BEST Inc.: Open Strategy for the Full-Chain Internet of FMCG Industry
At the 5th FMCG + Internet Conference hosted by New Distribution, Liu Bo, Vice President of BEST Inc. and General Manager of BEST Store Plus, delivered a keynote speech on March 16. He discussed the differences between consumer internet and industrial internet, emphasizing that the core of industrial internet is supply chain, not traffic. He outlined a three-step development path (digitalization, algorithms, and supply chain fulfillment) and shared cases of empowering distributors and brands through digital transformation.
刘波Haojiayi Founder Li Lei: Peppa Pig - Super IP Wins the Future
At the 5th FMCG + Internet Conference hosted by New Distribution, Haojiayi founder Li Lei shared his experience with IP branding, emphasizing that IP is not just a product but a strategic asset that requires significant investment, professional execution, and a focus on product quality to empower distributors and retailers.
李雷Marketing in the Past Was Mass Sales; in the Future, It Must Drive Brand Growth!
The advertising and marketing industry, which began in the industrial era, has traversed 150 years and is about to enter its second half, with the present being a transitional period. Everyone is anxious, exploring, and pondering what to do next and where the future lies. Recently, CEIBS held a CMO forum on 'Brand Growth Drivers,' inviting CEOs and CMOs from Alibaba, Nike, Coca-Cola, Accenture, and others to discuss brand growth. The forum, though not grandly publicized, featured speakers from academia, top international brand CMOs, and marketing executives from Accenture and GroupM, with over 200 brand marketing leaders in attendance.
杨不坏