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Digital Planet
Digital Planet
Apr 25, 2026 · Industry Insights

From Deep Distribution to Full‑Domain Fan Sales: A Marketing Paradigm Shift for FMCG in the Shrinking‑Volume Era

The article analyzes how China’s fast‑moving consumer goods market has moved from an incremental growth phase to a stock‑competition phase, exposing the structural flaws of deep distribution and proposing a full‑domain fan‑sales model—centered on users, digital foundations, and ecosystem collaboration—to achieve sustainable growth.

FMCGconsumer trendsdeep distribution
0 likes · 42 min read
From Deep Distribution to Full‑Domain Fan Sales: A Marketing Paradigm Shift for FMCG in the Shrinking‑Volume Era
Digital Planet
Digital Planet
Apr 24, 2026 · Industry Insights

From Deep Distribution to Omni-Fan Sales: 30 Lessons on the Marketing Leap

The article traces the 40‑year evolution of Chinese fast‑moving consumer goods marketing from wholesale and deep distribution to an omni‑fan sales model, explains why the old channel‑centric logic fails in a mature market, and outlines the digital‑enabled framework, key capabilities, brand case studies, and a step‑by‑step roadmap for brands to transition successfully.

FMCGOmni-Channelbrand strategy
0 likes · 21 min read
From Deep Distribution to Omni-Fan Sales: 30 Lessons on the Marketing Leap