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 70 of 96
In the Future, There Will Only Be Service Providers, No Distributors
In the future, manufacturers will focus on products and brand promotion, first-tier distributors will provide market services, and terminals will handle sales. All other roles will become service providers, eliminating traditional distributors.
New DistributionThe 'Apple' of Infant Formula Expands to 1,000 Counties, Sparking a Battle—How Will You Respond?
When it comes to the best smartphones, Apple comes to mind; who is the 'Apple' in infant formula? Most would think of Wyeth. Like Apple's stellar performance in China's smartphone market, Wyeth plays a leading role in the formula market. In 2015, Wyeth became the top-selling infant formula brand in China, with annual sales exceeding 11 billion RMB, surpassing all domestic and foreign brands. Apple phones are beautiful and user-friendly, typically sold through official websites, flagship stores, and authorized resellers, following a high-end strategy...
消费日曝Beer Industry Landscape Has Changed: From Five Giants to a Two-Headed Contest Between Snow and Budweiser!
The ownership of Snow Beer has long been a focus of industry attention. Recently, China Resources Beer announced a rights issue to raise HK$9.5 billion, partly to acquire the 49% stake in Snow Beer held by SABMiller Asia, thereby achieving full ownership. Industry insiders say that if the acquisition succeeds, it will further polarize the domestic beer industry, leading to a two-player contest between Snow and Budweiser.
New DistributionDon't Just Make a One-off Deal! Master These Six Tips and Say Goodbye to Worrying About Repeat Orders!
In the off-season for the liquor market, repeat orders mean that consumers recognize the product and have initially established brand loyalty; for companies, it means that second-tier distributors and retail outlets accept the company and its products with confidence. For new markets and new products, this is not simply a matter of a second purchase, but more about brand distribution and sell-through. Therefore, achieving repeat orders requires companies and distributors to focus on these six points! Step 1: Deploy staff to stay on-site and lead by example. Case: A certain baijiu company launched a new type of baijiu, which was a strategic product for the year...
New DistributionA C'estbon Employee's 'Market Distribution' Notes: Truly from the Heart!
Every salesperson spends a long time talking with store owners to discover their needs. 'Sometimes they care less about whether their sales targets are met and more about what we can help them with; they really treat me like a friend.' Enduring hardship and heat is the only way to achieve sales. In May, Wuxi's weather is mostly sunny and scorching, and the three days of distribution were no exception. Every day, we followed the sales representatives under the scorching sun, weaving through the streets and alleys of Wuxi, visiting various target stores. The first day...
New DistributionHow Markets Get Killed: For Those Years of Turmoil
In 2015, many FMCG companies saw poor sales performance, with some experiencing sharp declines and others barely maintaining sales but facing losses. The overall retail growth slowed, intensifying pressure on sales staff. Despite the e-commerce boom, offline channels still account for about 80% of consumer goods sales, prompting companies to seek ways to boost physical channel sales.
老挺实评Front Cold, Back Warm, Logo Outward, Timely Maintenance: How Red Bull Does Merchandising
This article shares practical merchandising methods and experiences for FMCG sales representatives, focusing on two key actions and seven steps: product organization and tool usage. It details a four-step process for organizing refrigerators, key points like front-cold-back-warm and logo-outward placement, and strategies for different customer types.
吴锋Salesperson Visiting Clients: Have You Made All These Preparations?
Cold visits are a daunting obstacle for many salespeople, who often feel at a loss, yet it is a necessary process and an important step. What items should a salesperson bring when visiting clients, and how should they be skillfully used? (1) Set visit goals: Sales personnel should formulate monthly and weekly visit plans, then create daily customer visit schedules based on the plan. The plan for visiting customers should be made the day before, preferably as a habit before going to bed. Considerations for visiting clients: purpose, content, time, place, interviewee, and visit method.
New Distribution30-Page PPT: PwC Interprets the Latest Trends in Global Retail Omnichannel Sales (Pure Dry Goods)
JDA, together with consulting firm PwC, released the "CEO Perspective on Omnichannel Retail Trends Report," interpreting the latest trends in global retail omnichannel sales. The survey covered 305 CEOs from global top 1000 retail enterprises, with 55 from China. The report shows that although Chinese retailers face multiple challenges in the omnichannel era, they are confident about revenue and profit growth, investing 45% of their annual total investment in omnichannel.
普华永道 & JDAHow to Break Down Large Secondary Distributors to Stabilize Channel Profits
A food brand distributor, Zhu, initially empowered a large secondary distributor, Xiao, to quickly launch three township markets, but Xiao's growing power led to price chaos and cross-region dumping. By strategically raising prices, cutting supply, and directly servicing Xiao's downstream customers, Zhu successfully dismantled Xiao's dominance, doubled sales, and stabilized channel prices.
毛小民Four Tactics for Breaking into County and Township Markets: Product Breakthrough, Rapid Distribution, Defeating Competitors, and Stabilizing Profits
In the new era of competition, going downstream and intensive cultivation have become the main themes of marketing, making county and township markets increasingly important. Whoever can win consumers in the shortest time, with the fastest speed and best methods, will be the winner in the future market. As many companies shift their market focus downward, county-level distributors are becoming more important and irreplaceable, and their market performance can directly determine a company's fate. To develop, companies and distributors must break through county markets, and the key to success is speed and efficiency.
New DistributionThe Return of Secondary Distributors and the Failure of Deep Distribution
A case study reveals that long-term promotional policies have led to the resurgence of secondary distributors, undermining deep distribution. The article argues that while this shift has some rationale, it signals the need for a new round of deep distribution, possibly through low-cost visit-sales systems.
刘春雄【重磅】2016年中国购物者报告（附数据解读图及报告）
China's economic transformation is significantly affecting shopping patterns. While mass-market products aimed at blue-collar workers struggle, premium categories like yogurt and pet food, as well as mid-to-high-end products in most categories, continue to grow. Kantar Worldpanel China reports that FMCG sales grew only 3.5% in 2015, a five-year low, but this masks the divergent growth rates across categories and channels.
凯度消费者指数Wine B2B's Crude Disruption: Like Snatching Food from a Beggar's Bowl
Channel flattening, direct supply from overseas wineries, opaque pricing, financial support... In recent years, seemingly beautiful and 'high-end' B2B platforms have quietly emerged in the wine industry. Apart from causing widespread complaints, these so-called 'high-end' platforms have not immediately delivered the envisioned sales growth of 300 million, 500 million, or 1 billion. What has the wine B2B platform actually brought to the industry? Since some B2B platforms launched with great fanfare, they have only been welcomed by small and medium-sized liquor stores or group-buying merchants, which is the fundamental reason why wine B2B platforms have not grown rapidly after several years of operation. Why? Let me analyze this from the actual needs of two key nodes in the channel.
许光明How to Solve the Problem of "Tilling but Not Cultivating" in Route Visits?
The article discusses the common issue of "tilling but not cultivating" in route visits by sales representatives in FMCG companies, where visits are made but not effectively managed. It proposes solutions such as terminal classification, key person identification, effective visit standards, and customer complaint and delivery management, all centered on customer relationship management to improve execution and market competitiveness.
方刚What's Wrong with Deep Distribution?
Deep distribution has become synonymous with meticulous cultivation. Many manufacturers, when aspiring to and implementing this 'intensive' model, often fall into the dilemma of 'intensive but not refined': more people but no performance growth; more standards but worse management; intensive cultivation but no fine work; abundant harvest but not necessarily a bumper yield. What exactly is the reason?
方刚Nongfu Spring Beverage Visual Merchandising "6, 6, 8" Rule
Terminal visual merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it is to make products "self-sell." When implementing terminal visual merchandising, efforts should be made in the following six elements: "correct product," "correct location," "correct timing," "correct quantity," "correct price," and "correct display form."
New DistributionWe Made a Review Report on the 'Worst-Tasting Drinks'
As Guangzhou issued its first high-temperature warning of the year on June 1, temperatures soared above 35°C for the first time on June 2, with the heat expected to persist for two more days. In the scorching summer, beverages are essential for relief, and netizens have been comparing bizarre drinks online, sparking a legend of the 'worst-tasting drinks.' Our reporter bravely tasted the top five 'divine waters' to provide a review report.
李在磊In-Depth | The P&G Alumni Who Left, the E-commerce Players Who Advanced: The 'P&G Clan' in E-commerce
This article explores the phenomenon of P&G alumni transitioning into the e-commerce industry, examining their motivations, challenges, and the value they bring. It categorizes them into three generations and discusses the cultural and operational shifts they face, while also highlighting their strengths and the future trends of e-commerce.
麦青MandyTurning Around the Toughest Market in FMCG in One Week: Sales Up Tenfold
In September 2013, I joined a southern food group as an FMCG beverage salesperson, starting in townships serving secondary distributors. After six tough months, I was transferred to the city and assigned to District A, where five salespeople had failed in a year. After two days of analysis, I visited over 130 outlets in four days, addressing complaints and building trust, which boosted daily orders from about 30 cases to over 1,800 cases—a tenfold increase.
丙哥The Hardest Year: 99% of Products That Rushed In Have Disappeared. What Products Are Still Thriving?
Chinese people tend to rush into things, and innovation is a rare word. At this year's Spring Sugar Fair, history repeated itself with identical products filling every booth. Now in late June, the tide of new products has receded, and the market has calmed down. Most low-quality products without brand philosophy, core competitiveness, or only cute packaging have disappeared! In retrospect, healthy, distinctive, and marketable products continue to grow strongly. The first DHA brain-gold drink in China, 'Shanlong', is one such product.
New DistributionJD New Channel's '6·18' Performance Soars 2005%: What Does It Mean?
JD.com's '6·18' shopping festival, originally a company anniversary celebration, has evolved into a nationwide e-commerce and social shopping spree. This year, JD.com saw record orders exceeding 100 million from June 1-18, with a 60% year-on-year increase on the final day. JD New Channel, a subsidiary, experienced a 2005% surge in sales compared to the same period last month, highlighting the power of big data and platform synergies.
赵波CIC Consulting: Analysis of China's Beer Industry
China's beer industry is experiencing declining sales volumes, while market size, revenue, and profits remain stable, and barley price declines are narrowing. By October 2015, main business revenue reached 166 billion yuan, up 1.39% year-on-year, with profit of 13.9 billion yuan, up 6.47%. The industry is consolidating as small breweries suffer losses under pressure from giants.
中国投资咨询网Seven Golden Display Techniques for Bulk Snack Foods, with Real Photo Demonstrations!
In recent years, as consumer habits become more diverse and casual, bulk snack foods have become a new favorite in daily consumption. More companies are focusing on the comprehensive benefits of bulk snacks and are increasing their efforts, even elevating them to a strategic level. Bulk snacks are an undeniable core force in the food industry, with market demand growing continuously and category scale expanding at a geometric rate.
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