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 54 of 96
Hema's Ambition for Its Own Brand Fresh Milk: Breaking Through with a 'Mega Product'
Since the Yunqi Conference last year, Alibaba has accelerated its offline acquisition spree, from Suning, Intime, Sanjiang, Bailian, Xinhua, to RT-Mart, showing its determination to integrate online and offline retail. As Alibaba's new retail sample, Hema Fresh has drawn industry attention. Recently, Hema founder Hou Yi and Fonterra's Cao Hui announced the official appointment of Hema's CMO (Chief Milking Officer), jointly launching the 'Hema-Anchor' Daily Fresh milk.
王某Current Status and Development Trends of Pet Markets at Home and Abroad: The Industry is About to Enter a 'Blowout Era'
China's pet industry has been growing at an annual rate of 12%, making it the world's third-largest market. Over the past decade, the industry's scale has expanded more than 12-fold, with a compound annual growth rate of 49.1% from 2010 to 2016. In 2016, the market for pet dogs and cats alone reached 172 billion yuan, and it is expected to surpass 200 billion yuan by 2020, ushering in a 'blowout era' for the industry.
谢哲强1 Year, 5,000+ Outlets, Tripled Performance, Annual Revenue Over 100 Million: How Did He Do It?
A year ago, a few salespeople served 300 outlets with annual revenue of just over 30 million; a year later, 20+ salespeople serve 5,000+ outlets with annual revenue exceeding 100 million. In just over a year, how did he achieve this? In 2017, New Distribution conducted a survey of 22 major cities across China, systematically investigating the coverage, penetration, supply chain organization, platform operations, delivery capabilities, and service visits of various FMCG B2B platforms in different regions.
刘少德Decoding the Viral Marketing Events of 2017: Can Marketers Still See Hope?
Despite the economic downturn and harsh environmental regulations in 2017, marketers can find opportunities in the coldest times. This article reviews the year's most notable marketing events, from deceptive advertising to new retail, and argues that true marketing is just beginning.
苗庆显What Should a Sales Manager Do at Year-End? — A Market Self-Audit at Close Range!
As the year draws to a close, it's time for review and reflection. Beyond routine annual reports, next year's plans, and budget forecasts, regional managers should engage in deeper self-examination of their market management. This article provides a systematic self-audit framework covering four stages—from avoiding basic errors to mastering strategic thinking—to help regional managers identify gaps, correct course, and prepare for the coming year.
魏庆Fearless of hardship and fatigue, top sales representatives visit retail outlets like this!
From the day I entered the industry, my boss told me that 'distribution, display, sales, and collection' are the sacred mission of a salesperson, the 'eight-character guideline' that a salesperson must memorize even in dreams. I have seen many people who loudly proclaim slogans like 'Iron Army' or 'Assault Team,' but behind their slogans, I see no evidence of their 'iron' quality or 'assault' capability. Sales indeed requires some slogan motivation, but more importantly, it requires persistence and focus in every link. Only in this way can we thoroughly defeat competitors and build a top-tier sales team.
俞雷Coca-Cola: You May Not Have Realized How Much the 131-Year-Old Company Has Quietly Changed...
There was once a saying that if there is a brand more famous than the United Nations worldwide, it would be Coca-Cola. However, in an era of great change in the retail industry, even the world's largest beverage company is trying to become faster and lighter. Coca-Cola, the globally renowned 131-year-old company, is undergoing its own century-long transformation. For Coca-Cola, continuous innovation and capturing consumer trends and changing markets are essential to face today's strong competition.
New DistributionCan High Commissions Motivate Salespeople to Sell New Products?
In the boss's view, there is certainly room for employee improvement, but it requires external drivers such as assessment pressure and incentives. During the new product launch phase, the simplest way to encourage employees to sell more new products is to offer higher commission rates for new products, such as one point for old products and two points for new ones. However, the actual effect is not as good as expected; employees do not show much interest in selling new products and continue to sell old ones.
潘文富China Want Want Interim Report: Revenue Up 6.3% YoY, Net Profit Down 10.0% YoY
On December 5, China Want Want released its latest interim results, with revenue of approximately RMB 9.01 billion for the six months from April to September 2017, up 6.3% year-on-year; net profit of approximately RMB 1.27 billion, down 10.0% year-on-year; and gross margin of 43.7%, down 4.2 percentage points year-on-year. The company has three main business segments: rice crackers, dairy and beverages, and leisure foods.
刘宸妍Exposing FMCG Salespeople's Tricks to Profit from Company Loopholes—You'll Relate
Recently, many FMCG salespeople complain about poor market conditions, low sales, and low income; others blame strict management, tight commission and travel expense policies, and lack of perks. Some also say marketing management is too rigid, with satellite tracking, daily reports to headquarters, and work logs. The central theme is low income and strict management, making sales jobs seem unprofitable. According to industry reports, salesperson incomes are declining, careers are shortening, and only a few truly profit, while most barely make ends meet. As the saying goes, 'No matter how careful, there's always a loophole.' Despite companies' marketing rules, there are still marketing black holes. Many salespeople exploit these management flaws to get rich, some even amassing millions. Here are ten common tricks used by FMCG salespeople to profit from company loopholes.
New DistributionThree Strategies to Solve the Problem of 'Easy Distribution, Difficult Sales'
For many distributors, product distribution can be completed quickly, but market activation after distribution is slow. Once products fail to sell, it leaves a poor impression on retail stores, affecting long-term customer relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step in consumer purchase decisions and the ultimate realization of distributor profits.
师顺宽What Can Save You: My Year-End Report?
As the year draws to a close, many in the FMCG industry are preparing their annual summary reports. At this time, the overall performance for the year is largely set, but it's also a period of final sprint and planning for the new year's "good start." With time tight and sales pressure still high, how to efficiently complete the annual report, highlight the year's achievements, identify market opportunities, and summarize lessons learned becomes a key concern for many sales supervisors and managers. "Everything has a routine," and the routine here refers to conventional problem-solving approaches—not necessarily the most innovative, but comprehensive, reliable, and unmissable. This article discusses the "Five Steps to a Year-End Report."
邢仁宝Vending Machines Poised to Take the Top Spot in 'Unmanned Retail'
Did you know that as early as the 1st century AD, the ancient Greek Heron's device for dispensing holy water is considered the world's earliest vending machine? Modern vending machines began in 1925 when the United States developed a machine to sell cigarettes, followed by various modern machines for stamps, tickets, and beverages. Today, vending machines cover a wide range of products, from drinks and snacks to adult products, fruits, and fresh food, with payment methods evolving from coins to bank cards, and now WeChat, Alipay, and Best Pay. In China, the market gap for vending machines is estimated at over one million units, and with the support of the Ministry of Commerce and the trend toward self-service, vending machines are set to thrive.
许景涵Top 10 Food Trends for 2018: The Rise of Figs, Pistachios, Sweet Potatoes...
Packaged Facts, a well-known market research firm, recently released its top 10 food trends for 2018. Diverse food cultures, vibrant colors, emerging flavors, and ingredients are expected to be hot topics in the food industry over the next year. Let's explore them with Foodaily!
Hazel LiSpotlight on High-End Bottled Liquor: 8 Power Players Above 20 Yuan, Each with a Fresh Twist—Which One Is Your Pick?
From a price perspective, with 20 yuan as the threshold, many bottled liquor products meet this standard, including upgraded new products from veteran companies like Niulanshan, Laocunzhang, and Longjiang Jiayuan, as well as high-end bottled liquors from famous brands like Yanghe Lanyou. This article highlights 8 such products that represent new forces in the category.
酒说团队What Have We Experienced in This Year's Consumption Upgrade?
With waves of express deliveries, the 2017 Singles' Day shopping spree has officially concluded. Data from major e-commerce platforms shows that in its ninth year, consumers remain enthusiastic with increasing purchasing power. Among the 167 brands in the '100 Million Club', Apple led in sales, while domestic brands like Midea and Xiaomi each exceeded 2 billion yuan in daily sales. This reflects an upgrade in consumption attitudes, quietly driving changes in business consumption patterns and business models.
New DistributionPerformance-Driven Deep Distribution Is a Poison to Brands!
The formation of China's FMCG giants has always been built on the dividends of a channel empire where terminals reign supreme. Once, many domestic experts loudly proclaimed that channels were not king, but brands were; however, the JDB case of changing its brand name slapped these experts in the face. Looking back at thirty years of marketing in China's FMCG industry, before 2013, almost no one thought that performance growth was difficult; at worst, three moves would work every time: first, use big guns; second, tighten the spring; third, launch new products.
方刚Yonghui Chairman Zhang Xuesong's First Public Speech: The Birth of a Super Species
Zhang Xuesong, chairman of Yonghui Superstores, delivered his first public speech at a talk co-hosted by Zaochu and Tsinghua PBC School of Finance on November 28, 2017, discussing the company's new 'Super Species' business model, its evolution, and its philosophy of shared entrepreneurship and ecological balance.
张轩松Not All Distributors Can Open Retail Stores
Distributors often find their own business tiring and envy those who make easy money, leading them to consider opening retail stores. However, few succeed due to differences in professionalism, talent, cost control, customer interaction, patience, and service awareness.
潘文富Yanghe Builds Full Marketing System, Imports Over 70,000 Outlets in Shandong: A Bold Move for Direct Terminal Control?
Yanghe is advancing its 'Yanghe SFA' system to integrate terminal sales data, clarify manufacturer-dealer roles, and transform distributors into delivery partners. In Shandong alone, the system has been rolled out to 70% of terminal outlets, targeting over 70,000 locations, marking a strategic step toward direct terminal control and deeper national expansion.
云酒团队Dairy Expert Song Liang: Why the Rise of 'Milk Bars' Is Inevitable and a Trend
Song Liang, a senior dairy analyst, argues that the rise of milk bars is both inevitable and a trend, as they meet the objective needs of China's dairy industry, expand consumption channels, satisfy consumer demand for fresh milk, increase dairy farmers' income, and invigorate the market. He emphasizes their role in promoting pasteurized milk in third- and fourth-tier cities and suggests that standardization and regulation are key to their sustainable development.
宋亮A Rundown of Popular Beers: If You Haven't Tried More Than Half, You Can't Claim to Know Beer!
People often say that wine varieties and flavors are dazzlingly diverse, while beer, a common drink on streets and alleys, gets far less discussion. In fact, beer, as a more down-to-earth alcoholic beverage than wine, offers various tastes due to different recipes and brewing methods. We've gathered 15 best-selling beers from 15 countries, each with distinct flavors and nationalities, but all sharing a notable label: famous, tasty, and affordable.
New DistributionExclusive Serial: Offline Sales Secrets of Top Consumer Goods Companies (Part 2)
This episode focuses on a crucial metric in the FMCG industry: 'distribution rate'. It explains why distribution is essential for sales, how top companies collect and analyze distribution data, and the importance of real-time, multi-dimensional reporting for effective management.
刘昭Offline Sales Secrets of Top FMCG Companies (Part 1)
In the FMCG industry, competition is fierce and product differences are minimal, making it hard to distinguish between Pepsi and Coke or various liquors in blind tastings. To stand out, companies rely on product marketing and offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies, starting with the concept of 'channel intensive cultivation' (通路精耕), which involves fine-grained management of all terminal stores and distributors, but requires a scientific management system to implement effectively.
刘昭