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 48 of 96
You Say You're Transforming, But You're Not!
Large enterprises like Wahaha, Want Want, and Master Kong are often cited as models for transformation, but their strategies are not applicable to most SMEs struggling to survive. This article identifies three common 'fake transformation' symptoms among SMEs and suggests effective ways to transform using limited resources, such as increasing market penetration rather than breadth and creating consumption scenarios.
余五洲Is COFCO's Kamchatka a Good Card in COFCO Coca-Cola's Hand?
On August 15, COFCO Coca-Cola Beverages Co., Ltd. announced the launch of its new premium bottled water 'COFCO Kamchatka' on JD.com, following its offline rollout a month earlier. The product, sourced from Russia's Kamchatka Island, targets the high-end water market, but faces challenges in brand recognition and market competition.
陈兴华 一鸣Route Planning and Standardized Terminal Maintenance: Do Distributors Master These?
This article discusses the importance of terminal management for distributors, outlining a systematic approach involving a terminal network map, sales visit routes, three key records, and seven standardized practices. It also highlights common misconceptions that hinder effective terminal operations.
李晓东Pricing Determines Life or Death: The Gamble of Price Hikes and Cuts in the FMCG Industry
Product price changes at the retail level are a high-stakes gamble for FMCG companies. While Kangshifu raises its bottled water price to 2 yuan to compete with mainstream brands, Dongpeng Special Drink cuts its canned product price to challenge Red Bull, highlighting the strategic risks and rewards of pricing decisions.
孙吉正Ten Practical Guides for Salespeople to Become a Million-Dollar Marketing General Manager! (Essential Reading for Marketing Professionals)
Every salesperson aspires to become a marketing general manager for higher returns, and every marketing general manager started as a salesperson. To achieve this, mastering the following ten essential guides will surely bring rewards: training ability, planning ability, foresight, control, distribution, execution, learning, tracking, service, and thinking.
赵正强No First-Tier Brands, No Logistics Fees—How Did He Achieve Annual Sales Over 100 Million and Profits Over 10 Million?
In the FMCG distribution sector, dealers have generally gone through three generations: 1.0 era, before reform and opening up, dominated by department stores and supply and marketing cooperatives, mostly 'official merchants'. 2.0 era, after reform and opening up, some left the state-owned system and formed wholesale markets, known as 'sitting merchants'. 3.0 era, as competition intensified, some 'sitting merchants' began to go out, doing delivery, business visits, and terminal execution, known as 'traveling merchants'. However, Li Xintao believes that today's 'traveling merchants' are essentially still doing what 'sitting merchants' do, just delivering goods to stores instead of waiting for orders. He argues that a true 'traveling merchant' is one who has the ability to promote new products and operate the market. As a dealer focusing on non-first-tier brands, he outsourced warehousing and distribution to focus on sales promotion, and also invested in over 120 vending machines in Zhengzhou, all profitable.
袁来Terminal Customer Relations Are Built by Footwork: If Sales Are Low, You Can Only Blame Your Lack of Diligence!
Terminals are where products are sold and the crucial link between products and consumers. Winning terminals is key to marketing success, and good customer relations at terminals can drive significant sales. This article discusses how to build strong terminal customer relations through diligent visits, systematic support, and profit assurance.
朱志明In Bypassing Distributors to Directly Supply Retailers, Alibaba and JD.com May Both Be Wrong!
With the rise of B2B platforms, various entry points have emerged, but the best approach is to focus on distributors, empowering them to transform into local service providers, integrating online and offline operations, and serving both brands and retail outlets efficiently.
杜建芳Three Squirrels Leverages Retail Link for Offline Distribution: Can It Overtake on the Curve with the B2B Expansion Dividend?
Three Squirrels, the internet-famous snack brand, is expanding offline via Alibaba's Retail Link platform, achieving over 4.5 million yuan in sales on its first day. With rapid penetration into hundreds of thousands of small stores, the move aims to address over-reliance on online channels and leverage B2B growth to accelerate its IPO prospects.
袁来Being a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!
Product display plays a crucial role in the sales process. Poor display can undermine the entire sales effort, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources, emphasizing the importance of salesperson capabilities, customer relationships, and continuous execution.
New Distribution2 Years, 15,000 Outlets in a Single City, Transaction Volume Exceeding 300 Million: He Says He Aims Not Only to Be the King of Southwest China but Also to Expand into Southeast Asia!
After teaching for 10 years and starting a business for 10 years, why did he choose to enter B2B? In just one year, sales exceeded 300 million yuan, covering 15,000 outlets. What enables this B2B platform to achieve 6-hour order delivery? Not content to stay in Southwest China, he plans to go global and expand into South and Southeast Asia. Where does his confidence come from?
新经销刘少德McKinsey's Latest Report: These 12 Trends Are Disrupting the FMCG Industry
The FMCG industry has long enjoyed significant commercial success, creating 23 of the global Top 100 brands and maintaining a 15% overall return on investment over 40 years. However, recent growth has slowed to just 2.7% organically, as 12 technology-driven disruptive trends are reshaping the market, rendering traditional value-creation models obsolete. McKinsey recommends a new model centered on a three-step portfolio strategy and agile operations.
麦肯锡咨询公司FMCG Channel 'De-Flattening': An Isolated Case or a New Trend?
The FMCG channel is witnessing a 'de-flattening' phenomenon, where manufacturers reduce internal sales layers and distributors become larger, with 'new provincial agents' or 'new city agents' replacing former 'county agents' or 'small regional agents'. This is a correction after flattening, but unlike the past, these new agents do not appoint sub-agents but set up branches to directly serve terminals, marking a shift from the previous multi-tier distribution model.
刘春雄Lift, Cut, Stick, Move, Arrange, Stuff: Standard Actions for Beverage Merchandising in Mom-and-Pop Stores
Every spring, beverage manufacturers launch their annual sales push, and frontline sales reps must master six standard actions—lift, cut, stick, move, arrange, and stuff—to maximize product visibility and sales in small retail outlets. This article details each action, offering practical tips on everything from cutting boxes and posting posters to positioning products and filling coolers.
赵波Zhao Bo, Editor-in-Chief of New Distribution: Digital Transformation of Channels Is the Mainstream Trend in the FMCG Internet Era
At the event 'Unveiling New Marketing: Restoring Seven-Day Raw Pulp', Zhao Bo, Editor-in-Chief of New Distribution, shared insights on the digital transformation of channels as the mainstream trend in the FMCG internet era. He highlighted the shift from traditional multi-tier agency models to digital marketing, driven by consumer sovereignty, fragmented brands, and the rise of B2B supply chain platforms.
New DistributionThe Scam That Victimized Over 50,000 Stores and Defrauded Over 10 Billion Yuan: A Recap of Yatang Xiaochao's Shocking Fraud!
Chengdu Yatang Group, led by legal representative Yang Dingping, was introduced to Tianfu New District in September 2016 as a key investment attraction. Its core subsidiary, Yatang Finance (formerly Sousuodai), was suspected of self-financing and later orchestrated a massive financial fraud, defrauding investors of over 10 billion yuan and affecting more than 50,000 stores.
New DistributionTwo Forms of Digital Upgrade for Brand Owners' Distribution Channels
In recent years, digital upgrades to FMCG distribution channels have become a basic consensus among brand owners, who face issues like multiple layers, high costs, low efficiency, and lack of precision and control in traditional distribution. This article discusses two stable business models: a partner model based on same-city logistics and an integrated online transaction model based on the WeChat ecosystem, both of which aim to achieve digital upgrades without disrupting existing channel networks or price systems.
赵波Does the Old Playbook for FMCG Still Have a Future?
Marketers, planners, and SME owners—the backbone of traditional enterprises—are largely lost and anxious. This article explores whether traditional low-level operational tactics in the FMCG industry still have a future amid new market conditions, and how different roles are coping with the shift.
冯云飞Trend | 80% of Consumers Believe Craft Beer Will Maintain Good Momentum!
A DSM study found that four out of five consumers believe the craft beer trend is not a passing fad but will continue. The survey of 3,300 consumers across the UK, US, Belgium, Spain, France, Italy, and the Netherlands revealed that taste and sustainability play key roles in craft beer preferences.
杨睿星Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, using a case study of a leading brand's 'Heaven-sent Wealth God' display activity.
张宇Amid the Digital Upgrade Wave in FMCG, What Innovations Has Coca-Cola Introduced?
Facing an overall industry decline, the century-old beverage giant Coca-Cola has made various attempts, including product innovation, digital channel construction, and marketing innovation, to adapt to the digital transformation in the FMCG sector.
新经销刘少德10 Tips for 100% Successful Distribution: Open 50 More Outlets Every Day!
When launching a new product, without distribution coverage, all marketing efforts are futile. To increase sales, first increase distribution coverage by formulating reasonable promotion policies and cultivating a top-tier sales team. This article outlines ten practical tips for effective distribution, from understanding competitors and customers to building trust and leveraging relationships.
李庆华Coca-Cola and JD New Channel Strategic Cooperation! Leading FMCG Company Fully Embraces Borderless Retail!
On June 25, Coca-Cola China, COFCO Coca-Cola, and JD New Channel signed a strategic cooperation agreement at Coca-Cola China headquarters in Shanghai. Executives including Marcelo Boffi, COO of Coca-Cola China, and Zheng Hongyan, President of JD New Channel, attended the signing ceremony. New Distribution was invited as the exclusive observer media, witnessing this strategic cooperation.
赵波2018 China Shopper Report Released: FMCG Sales Growth Rate Exceeds Previous Year for the First Time!
The 2018 China Shopper Report Series 1, released by Kantar Worldpanel and Bain & Company, shows that China's FMCG market sales growth rate rose from 3.6% in 2016 to 4.3% in 2017, marking the first time since 2012 that growth has accelerated. The report highlights premiumization, e-commerce expansion, and the continued dominance of local brands over foreign brands.
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