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 5 of 96
Lay's Innovates 'Open Bag, Win Prize' with Star Meet-and-Greet Grand Prize, Igniting Year-End Sales
New Distribution has learned that Lay's recently launched a new 'Open Bag, Win Prize' campaign—'Eat Lay's, Win Cash, Weekly Draws to Meet Stars.' Unlike previous campaigns, this year Lay's integrates the 'star meet-and-greet' experience into the activity, replacing a single reward model with a dual-track grand prize of 'cash red packets + star meet-and-greet,' giving consumers the chance to have a unique face-to-face experience with celebrity figures. With the unique combination of millions of cash red packets and star meet-and-greet grand prizes, Lay's has created a distinctive, brand-differentiated campaign that stands out from numerous promotions...
冯瑶Mingren Soda Water: Reshaping the National Concept of Healthy Drinking Water
On October 22, the Second Soda Water Industry Development Forum and Mingren Youth Drinking Soda Water New Product Launch were grandly held in Jiaozuo, Henan. With the theme 'Chinese Soda Water, Healthy Chinese People,' the event gathered government leaders, industry representatives, authoritative experts, channel partners, and mainstream media to discuss technological progress, market trends, and health value in the soda water industry, providing important insights for industry development and future opportunities.
杨玉琳First-hand Reports, Precise Connections, Omnichannel Opportunities: Unlock One-stop FMCG Growth with the 'New Distribution+' Mini Program
After nine years of deep cultivation, 'New Distribution' is about to enter its tenth year. We have accumulated over 3,000 original articles and 500,000+ industry readers, hosted 100+ live streams, and organized industry conferences. To address feedback that content is hard to find and use, we launched the 'New Distribution+' mini program, which integrates supply-demand matching, systematic knowledge access, and exclusive resources for FMCG professionals.
New DistributionSecond-tier Bottled Water Fights Back: Quanyangquan, Runtian, and 5100 Are Not Willing to Give Up
As the peak bottled water season ends and FMCG giants ease off, second-tier players are mobilizing. Tibet Water Resources plans to rename itself to emphasize 5100 mineral water, Runtian is advancing its backdoor listing, and Quanyangquan is expanding into Beijing and central China. They all know selling water is profitable, with both Quanyangquan and 5100 reporting growth in the first half of the year, and the market still offers structural opportunities due to premiumization and new channels.
陈晓京Why Does This Seasoning Win Collective Favor from Channels, Retailers, and Media? The Secret to Shanhaixian's Success Lies in These Four Dimensions
At the 19th RISE China Food Industry Growth Star Ceremony, Xianzhihui Shanhaixian won the 'Annual Category Coordinate Award'. More noteworthy than the award is that it has attracted strong attention from channels and retailers from R&D to market launch, with authoritative media like Xinhua Net and vertical food industry media such as Tiaoliaojia, Shiye Toutiao, and Xin Tiaowei all competing to report on it. Behind this multi-party recognition lies the logic of breaking through the condiment industry and profound insights into consumption trends. In the era of 'ingredient anxiety', it has perfected 'natural umami enhancement'...
New DistributionScene Marketing Takes the Stage, Taking Over from Deep Distribution
Deep distribution, proposed in 2000, has influenced Chinese marketing for over 20 years but is now ending. Scene marketing, with its single-wheel dual-drive mechanism, is set to take over and rebuild marketing momentum.
刘春雄Beneath the Surface, Above the Essence
At the 2025 Polaris Club Autumn Forum, Zhoupu Data's founder and CEO Max delivered a keynote speech titled "Beneath the Surface, Above the Essence," urging distributors to move beyond anxiety and blind action by returning to industry fundamentals and first principles. He emphasized that in a fragmented market, intermediaries remain essential, and that digitalization and customer-centricity are key to evolution and survival.
舟谱数据A Bottle of Water, a City's Story: Aquafina Reinvents Cultural Tourism Marketing!
In the FMCG industry, competition in the bottled water market has always been intense. For a long time, brands have fiercely competed around physical attributes such as 'water source' and 'purity.' However, today's consumers not only care about water quality and health but also the emotional value the product can bring. Therefore, how to reach consumers' hearts and deeply explore brand value has become a common topic for many bottled water brands. New Distribution observed that Aquafina, PepsiCo's bottled water brand, has gained deep insight into this trend and turned its attention to the culture and value behind 'water.' Not only did it complete its 'Pure from the Heart' brand upgrade in 2024, but this year it has continued to deepen this concept, continuously cultivating the cultural tourism track, truly starting 'from the heart' to provide consumers with better products and services.
杨玉琳The Wisdom of bC Integration: Advance One Step, Retreat Half a Step
The earliest practitioner of deep distribution was TCL, much earlier than the FMCG industry. After TCL implemented deep distribution, many competitors imitated it, but most lost money due to high costs. TCL later revealed the secret: advance one step, retreat half a step. This means reaching deeper into the channel for sales growth while saving costs by retreating, achieving both volume and profit growth. The same wisdom applies to bC integrated user operations.
刘春雄2000+ New Beverage Products Unveiled, 10,000+ Professional Visitors Gather: 2025 Pin Yin Hui Autumn Innovative Beverage Exhibition Grandly Opens in Nanjing!
As beverage industry professionals grapple with the anxiety of 'difficult product selection and even harder sell-through,' and the stark contrast between stagnant warehouse inventory and viral channel hits on social media, the market urgently seeks a breakthrough. On October 11, that breakthrough emerged at the Nanjing Han Lu Lou Hotel with the grand opening of the 2025 Pin Yin Hui Autumn Innovative Beverage Theme Exhibition, injecting strong momentum into the sluggish market through its vibrant on-site atmosphere, deep trend insights, and precise, efficient business matchmaking.
品饮汇媒体中心10 Business Insights from Meeting 150 Distributors
Since 2023, I have annually summarized key insights into distributor businesses. This year, after engaging with 150 distributors through conferences and workshops, I present the 10 most critical observations, including the consensus that business has become harder, the opportunities and challenges of instant retail, and the shift towards more professional, company-like operations.
袁来Liberate Salespeople, Re-arm Salespeople
KPIs were formed during the mature phase of the market. This is not an article sympathizing with salespeople, but a deep dive into how brands and distributors can break free from deep distribution and enter a new growth track. Because it involves new growth models, it may be challenging to read. Liberate salespeople from inappropriate deep distribution KPIs, but re-arm them with better incremental actions to re-enter the growth track. Deep distribution KPIs have become the industry standard and have been effective for 20 years, so there must be a reason. The actions of deep distribution are not complex, but only industry leaders execute them best, primarily due to their strong management capabilities, which have rolled out a simple system nationwide, and the KPI system has been instrumental.
刘春雄Why Are They Still Growing? Decoding the 'Few Growers' in the Stock Era
In the current Chinese FMCG industry, characterized by overcapacity, slowing demand, and disappearing growth, traditional growth methods have failed. Yet, a few companies like Yanjing Beer, Uni-President China, Dongshen Te Yin, and Bottle Planet are still achieving significant growth by redefining their strategies, focusing on big products, channel assets, and execution.
陈思廷Deep Dive into 9,961 Products and 989 Ingredients: A Comprehensive Analysis of Japan's Functional Food Market in 2025
As traffic dividends dry up and channel homogenization intensifies, the global health industry is shifting from marketing-driven growth to product-centric competition. This article provides an unprecedented scan of 9,961 officially registered functional foods in Japan, analyzing 989 core ingredients and formulations to reveal the market's underlying logic, key trends, and strategic insights for Chinese brands.
数食有料The Abandoned Tobacco and Alcohol Shops
“I've been running a tobacco and alcohol shop for 15 years, and this year is the hardest. I really can't hold on much longer!” Recently, the author visited several tobacco and alcohol shops in parts of Shandong and found that the market is generally sluggish this year. During National Day and Mid-Autumn Festival holidays in the past, shops would stock up by the dozens of boxes, but this year, owners are hesitant to stock up heavily yet afraid not to, feeling particularly tormented. Consumption has contracted, with group purchase orders down 70% and large-ticket consumption disappearing.
葛畅White-label beverages 'ebb'? Increasingly rejected by terminal stores
This year, our system's procurement almost stopped sourcing white-label beverages, said Mr. Wu, a purchasing manager at a central China snack bulk retail chain. In a generally cold market, white-label products sell even worse. White-label beverages refer to small and medium brands between well-known big names and 'three-no' products, often in popular categories but cheaper, epitomizing 'extreme cost-performance'. In fact, entering any snack bulk store, one often sees...
擎苍Latest! 2025 Top 10 Chinese Pet Companies Ranking Released
In the first half of 2025, the competitive landscape of China's pet market has become clearer, with domestic brands firmly leading. Based on publicly disclosed financial data, the author has compiled a TOP10 list of domestic pet listed companies for the first half of 2025, revealing a pattern of 'one superpower, multiple strong players'.
宠经说Master Kong's "Te Bie Te": A Bowl of Fresh Instant Noodles Opens a New Playbook for the Instant Noodle Industry
Professor Chu Yin's remark that "China no longer has a mass market, only segmented markets" captures the core pain point of today's consumer market. Some seek "simple and filling" options with extreme value for money, while others, within limited time and scenarios, desire differentiation and better experiences. This shift is not just about changing dining habits but also reshaping the perceived value of instant noodles. In the era of segmented consumption, instant noodles no longer have a single solution; they must cater to diverse groups and scenarios. The question arises: How can instant noodles find a new balance between efficiency and experience under this trend?
冯瑶5 Major Trends in the New Tea Drink Industry in 2025: Who Will Survive?
The tea drink industry in the first half of 2025 has been turbulent, with financial reports showing Mixue Bingcheng's revenue nearing 15 billion yuan, comparable to the total of the 2nd to 6th ranked companies combined, while Guming's growth soared to 41.2%, and Naixue became the only brand with negative growth. The industry has moved from 'a hundred schools of thought' to 'the strong get stronger' in an ultimate elimination round. This article analyzes five major trends: supply chain, product, sinking market, franchising, and going overseas, and how they are reshaping the industry landscape.
周半仙The Double Festival Challenge: FMCG Beverage Manufacturers Must Break Through or Be Eliminated
As the Mid-Autumn Festival and National Day approach, this longest holiday of the year presents a critical consumption window for the FMCG industry. Despite ongoing consumer confidence recovery, the holiday rebound effect remains strong, with 2025 expected to continue the active consumption trends of 2024, offering a golden opportunity for brands. This article analyzes consumption trends and provides targeted strategies for beverage manufacturers.
邢仁宝Clear Water, Pure Heart, Linking a Hundred-Billion Future: Danjiangkou Writes a New Chapter for the Beverage Industry
On September 14, 2025, as morning light rippled across the Danjiangkou Reservoir, the largest man-made freshwater lake in Asia, intake pipes at 35 meters deep were delivering pristine raw water directly to the industrial park. This water, carrying the national mission of 'a clear stream flowing north forever,' has become the fulcrum for transforming the beverage industry. The China Water Capital Beverage Conference and Danjiangkou Water Economy Supply Chain Ecology Conference (the 'Beverage Conference'), hosted by the CCPIT, organized by the Danjiangkou Municipal People's Government, and supported by national industry associations including the China Warehousing and Distribution Association, the China Chain Store and Franchise Association, the China Beverage Industry Association, the Overseas Investment Federation of the China Investment Association, and the beverage industry veteran institution Pin Hui Hui, opened grandly at the Handan Kairui Hotel.
品饮汇媒体中心The Overlooked Silver-Haired Consumer | Qingshan Capital 2025 Annual Research Report
Aging is an unavoidable game of time. As a large population enters old age, aging is no longer a distant statistical proposition. This report from Qingshan Capital's investment research center examines the often-ignored and misunderstood silver-haired consumer market in China, revealing the immense heterogeneity among the elderly and challenging prevailing narratives that either fear or exploit them.
青山投研中心Deep Distribution Boosts Sales but Falls into the 'Low Human Efficiency' Trap
When a rising FMCG company adopts the 'deep distribution' model, it gains a competitive edge but inevitably falls into the 'low human efficiency' trap. How to break through? The answer lies in the cyclical changes of the industry.
黄伟亮Three Squirrels, Weilong and Other 20 Snack Companies Release Half-Year Reports: Some Earn Over 4 Million Yuan a Day, Others See Net Profit Plunge 490%
In the 2025 half-year reports of 20 listed snack companies, 14 (70%) saw net profit declines or losses. While some companies like Zhou Hei Ya achieved nearly 228% net profit growth through operational efficiency, others like Qiaqia Food saw profits plummet over 70% due to rising raw material costs, highlighting a stark divide in the industry.
张雨薇