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 46 of 96
From Deep Distribution to Precision Distribution: Channel Distribution Strategy Transformation in the Era of Digitalization for Brand Owners
The author discusses the challenges beer brands face in B2B cooperation, which cannot be solved by current B2B capabilities. The article argues that brand owners must shift from deep distribution to precision distribution to meet diverse consumer demands, using B2B as a key tool for this transformation.
赵波Speaking Up for 'Outdated' Traditional Industries!
Ma Yun and new marketing tell traditional industries that if they don't follow new rules, being 'traditional' means extinction. But is that really true? When new ideas and concepts emerge endlessly, it's either a boom in theory or a confusion in understanding. This was the case around 1997, and it's the same now. Facing major changes in China and the world, influential entrepreneurs propose new ideas and concepts, predicting trends; while theorists sensitive to new phenomena either induce, deduce, or endorse, elevating them to theory or methodology.
金焕民Industry Leaders Discuss: "What Exactly Should Urban Distribution Earn From?"
At the "2018 China FMCG Urban Distribution Logistics Conference" hosted by New Distribution on October 24, 2018, industry leaders held a roundtable discussion on "What exactly should urban distribution earn from?" The forum was moderated by Lu Lixin of Gongsheng Logistics, with guests Wang Pingdong of Juma Group, Liu Zhongmin of Yishang Logistics, Fu Chifeng of Yuncangpei, and Wang Jianjiang of Hailian Tianxia.
新经销团队"Deep Distribution" vs "Deep Fan Marketing": Has the Deep Distribution Theory Become Outdated?
This article is authorized. Source: Deep Fan Marketing (ID: sdfenxiao). At the end of the last century, facing competition from multinational companies like P&G and Coca-Cola, Chinese local companies creatively invented the deep distribution theory. Deep distribution leverages the multi-tiered and fragmented nature of Chinese sales channels to maximize channel penetration and terminal control, using "channel-driven" strategies to counter multinationals' "brand-driven" approaches. With this theoretical weapon, many local Chinese companies not only survived but thrived against multinationals, even becoming industry leaders.
粉丝工场Festive Promotions Underperforming? This Could Be the Problem!
Free access to the research report 'The Battle of Festive Promotions in New Retail Terminals 2018' based on 346,756 terminal samples nationwide is available by clicking 'Read Original' below. With online retail growth slowing, offline retail accounts for about 80% of total retail sales from January to August 2018, making terminal execution crucial. Data shows that perfect in-store execution (displays, promotions) impacts sales by 59%, and timely terminal intelligence is key.
饷拍Jumi Intelligent's Zhu Zhentao: The Future of New Retail Lies in Traditional Retail Enterprises
Recently, Ren Xiaodong, Secretary-General of the FMCG Industry Branch of the China Electronic Commerce Association, exclusively interviewed Zhu Zhentao, Chief Product Officer and CEO of Jumi Intelligent, to share his views on the industry. The following is an edited transcript of the interview.
New Distribution5 Strategies for Efficient Regional Market Distribution to Accelerate Product Sell-Through
Distribution is a critical task for FMCG companies and sales personnel. Throughout the year, key activities include distributor meetings, second-tier distributor orders, initial distribution at the start of the year (including new product launches), terminal promotions, and consumer publicity campaigns. Executing these well typically yields good results, while poor execution leads to mediocre performance or even widespread losses. Distribution is vital due to FMCG characteristics such as rapid, widespread distribution, impulse buying, and random consumption.
蒋军Terminal Development Is a Positional Battle: Have You Fallen into These Four Pitfalls?
In the increasingly competitive FMCG market with severe brand homogenization, terminal development is a positional battle where the brave win. To succeed, companies must formulate a strong terminal strategy based on their overall strength, specific products, and market conditions, and build a robust terminal service team for systematic development. This article highlights common mistakes in terminal development and outlines the correct procedures.
师顺宽FMCG B2B Platform's "11.11" Battle is About to Begin, JD New Channel Takes the Lead!
On October 18, JD New Channel kicked off the 11.11 Global Good Festival, leveraging its dual online and offline advantages to fully integrate brand owners, channel partners, retailers, and consumers into the borderless retail ecosystem. Building on its existing B2B2C full-chain marketing, it entered a new phase of borderless retail empowerment. Through multiple rounds of promotional stock-up campaigns and multi-touch, highly interactive in-store promotions, the event achieved consumer reach via the B2B2C path, delivering strong brand exposure for brand owners and substantial traffic for stores.
New DistributionFirst Visit to a Distributor: What Psychological Adjustments Should a Manufacturer's Sales Rep Make?
Generally, work progress and results are influenced by two factors: technique and mindset. Mindset includes attitudes toward work, the company, customers, and oneself, rooted in habits of thinking. For a first visit to a distributor, sales reps often have concerns like fear of failure or doubts about their company's competitiveness. Adjusting mindset involves understanding that no company is perfect, selling oneself before the product, recognizing that business has no absolute right or wrong, viewing benefits broadly, leveraging resources through borrowing, avoiding rushing, and seeing the distributor as a stepping stone to the market.
潘文富Last Mile: Pie or Trap? How Did This Post-90s Entrepreneur Achieve Profitability in Last-Mile Delivery That Even Giants Struggle With?
This article profiles Ren Ci, a 94-born entrepreneur who founded Zhitongcang, a company using front warehouses to provide last-mile delivery for FMCG brands and B2B platforms. It details his entrepreneurial journey, the rationale behind the front warehouse model, and how he achieved profitability with 3-hour delivery and monthly revenue of 25 million yuan.
新经销刘少德Heavyweight: Analysis Report on Major Same-City Logistics Companies Including JD Logistics, Cainiao Logistics, KYD, and Wanchaobang
The emergence of specialized division of labor has enabled collaboration among participants in the FMCG supply chain, with the separation of warehousing and distribution functions widely regarded as the beginning of industry transformation. This report analyzes the development opportunities in the FMCG warehousing and distribution logistics industry and profiles key players in the same-city warehousing and distribution sector, including Cainiao, JD Logistics, Weijie, Fengwang, Wanchaobang, Zhoupuyuncang, Yishang, KYD, and Wangcang, evaluating their strengths and weaknesses.
新经销刘少德Good News Keeps Coming: Lvling Walnut Milk Proves Its 'Hot Sales' with Facts!
In the beverage industry, sales peaks during the Spring Festival and Mid-Autumn Festival largely determine annual performance. During the recent Mid-Autumn and National Day holidays, Lvling Walnut Milk, a plant-based protein drink with a health label, saw explosive sales, with three market reports confirming its popularity. The product's success is attributed to its full industry chain, quality ingredients, and strategic marketing, positioning it for continued growth in upcoming festivals.
New DistributionThe Core Work of C-End Deep Distribution Is 'Ignition' and 'Sell-Through'
Traditional B-end deep distribution has become counterproductive, as terminal stores now profit from selling traffic rather than goods. The new approach, C-end deep distribution, focuses on creating incremental sales for terminals by igniting regional word-of-mouth and connecting with consumers, thereby shifting power from terminals to brands.
刘春雄Review | JDB's "Great Defeat": From 20 Billion in Annual Sales to Urgently Needing a Lifeline, These Lessons from 10 Years
JDB, once a dominant player in the herbal tea market with annual sales of 20 billion yuan, now faces a severe crisis. This article reviews its rise and fall, highlighting key mistakes such as brand leasing, excessive spending, internal corruption, and leadership issues, offering lessons for businesses.
橘子Condiment Industry Deep Dive Report
This report analyzes the condiment industry's business essence, market overview, channels, and growth paths, highlighting its high barriers and stable profitability. It forecasts 5-10% annual growth driven by foodservice expansion and consumption upgrades, and recommends leading companies like Haitian, Fuling Zhacai, and Zhongju Hi-Tech.
薛玉虎Still Talking About the 8-Step Terminal Visit? No, Sales Still Won't Go Up!
The article argues that traditional B-end deep distribution (terminal visits, shelf restocking) is no longer sufficient for sales growth, and proposes a shift to C-end deep distribution, which focuses on consumer engagement and traffic generation. It emphasizes that while B-end work remains necessary, it should be more precise and efficient, with the core work being consumer-side activation.
刘春雄JD New Distribution, Coca-Cola China, and Swire Beverages Sign Strategic Cooperation Agreement to Fully Share Data and Explore Incremental Markets
On October 11, JD New Distribution, Coca-Cola China, and Swire Beverages Co., Ltd. signed a strategic cooperation agreement. The three parties will be driven by technological innovation and empowered by big data and marketing, carrying out extensive cooperation in channel co-construction, data sharing, brand promotion, and other fields, jointly accelerating regional cooperation nationwide and expanding incremental markets. Attendees at the signing ceremony included Zheng Hongyan, Vice President of JD Group and President of JD Mall New Distribution Business Unit; Han Xiang, Senior Director of Commercial Leadership at Coca-Cola China; and Karen So, Executive Director of Swire Beverages China.
New DistributionWhat Era Is It Now, Still Talking About Distribution Rate and Visit Rate?
The article argues that traditional FMCG sales tactics like distribution rate, blind visits, and inventory stocking are outdated in the era of consumption segmentation. It advocates for targeted distribution, precision visits, and sales-driven actions, supported by channel digitalization, as exemplified by successful case studies.
刘春雄Choosing the Right Channel for Terminal Distribution Is Crucial: A Complete Guide to Six Channel Types Including Supermarkets, Catering, and Special Channels!
Terminals are where products and consumers complete transactions, serving as the final link in the supply chain. For distributors, understanding the composition and characteristics of terminal channels is essential for checking channel structures and planning layouts before each marketing season. This article details six types of terminal channels: large supermarkets, chain convenience stores, medium-sized supermarkets, small shops, catering, and special channels, along with their features and operational strategies.
刘海怀Experts Predict: Chocolate Could Disappear Within 40 Years!
Experts warn that chocolate may vanish within 40 years due to climate change threatening cacao trees. Despite a slight sales rebound in late 2017, the chocolate market faces challenges, prompting innovation in flavors and packaging to attract young consumers.
太乙君Confused by Consumption Upgrading or Downgrading? This Framework Can Help
This article provides a framework to understand current consumer behavior changes, arguing that the real shift is not simply upgrading or downgrading but a change in perceived intangible value of products, with social status value weakening and other values like experience, social, emotional, and self-cognition rising.
呵先生Three Key Strategies for Peak Season Sales
As the peak season approaches, FMCG manufacturers must focus on product sell-through after stocking up. This article outlines three essential preheating steps: terminal activation, appropriate promotional pull, and service marketing, to ensure products move quickly from warehouses to consumers.
崔自三Covering 40,000 Outlets in 3 Years, 600 Million GMV, Just Secured Over 100 Million Yuan in Series B Funding - What Makes Kuailai Zhanggui Stand Out?
Kuailai Zhanggui, a Shanghai-based B2B platform, has achieved rapid growth by covering nearly 40,000 outlets in East China and reaching a GMV of 600 million yuan in 2018, following a Series B funding of over 100 million yuan. Its success is attributed to a light-asset model with a focus on system efficiency, full-process online operations, and a strategic approach to market penetration.
新经销刘少德