Core Insights - The relationship between manufacturers and distributors has undergone significant changes over the past two years, leading to a breakdown of the traditional partnership model that has existed for over 20 years [1][28] - The phenomenon termed "clearing big brands" is becoming increasingly common, where distributors abandon all first-tier brands while still managing other brands, indicating a shift in brand and channel dynamics [1][2][3] Group 1: Changes in Distributor Relationships - 2024 is referred to as the "year of fear of marriage" for manufacturers, as they struggle to recruit distributors, while 2025 is expected to be the "year of divorce," with many manufacturers terminating partnerships [1] - The "clearing big brands" phenomenon reflects a broader trend where distributors are opting out of first-tier brands due to profitability concerns, despite still operating with other brands [2][3] - The current market environment is characterized by a structural decline in volume, particularly affecting large single products, which are crucial for first-tier brands [20][21] Group 2: Market Dynamics and Trends - The relationship between manufacturers and distributors has shifted from a focus on mutual growth to a scenario where distributors prioritize profitability over sales volume [4][6][10] - The emergence of new supply chains and the decline in sales volume are leading to a situation where manufacturers are increasingly "bound by growth," resulting in price instability [10][11] - The "Coca-Cola phenomenon" describes how first-tier brands are becoming less profitable for distributors, as the direct supply model reduces the role of traditional distributors [14][17] Group 3: Future Strategies for Brands - First-tier brands must adapt to a mature market by enhancing brand strength and considering strategic partnerships with B2B platforms for distribution [24][25] - The focus should shift from deep distribution to leveraging high-potential channels, such as modern retail formats and e-commerce [25][31] - The role of distributors is evolving from traditional distributors to operators, emphasizing the need for them to adapt to new market realities and consider operating in niche markets [32][33]