Core Insights - The fast-moving consumer goods (FMCG) industry is experiencing increased competition from regional small brands, leading to stagnant sales growth for major brands [1][2] - Changing consumer preferences, particularly among younger consumers, favor personalized and differentiated products, which small brands are successfully providing [1][3] - Major brands are struggling to maintain market share as they face challenges in their distribution and promotional strategies, which are no longer as effective as they once were [4][25] Distribution Challenges - The traditional "channel is king" approach in the FMCG sector is faltering, as major brands are unable to effectively drive sales through their distribution networks [5][25] - Complaints from distributors and retailers about major brands have increased, with many feeling neglected or mistreated, creating opportunities for small brands [7][8] - Major brands are facing difficulties in finding and retaining distributors due to pressure on margins and frequent changes in distributor relationships [8][9] Retailer Dynamics - Retailers are increasingly unwilling to cooperate with major brands, often opting for small brands that offer better margins and less pressure [10][12] - The operational issues left unresolved by major brands, such as handling near-expiry products, have led retailers to prefer small brands that provide more favorable terms [11][15] - Small brands are perceived as more profitable for retailers, as they do not engage in aggressive price promotions that erode margins [15][16] Competitive Positioning - Major brands are reallocating resources primarily to their core products, neglecting the support for differentiated and niche products, which benefits small brands [19][20] - The promotional efforts of major brands have diminished, leading to a lack of visibility and support for new products in the market [20][21] - Small brands often have the advantage of focused resource allocation, allowing them to establish a stronger presence in niche markets [19][24] Market Evolution - The capital-driven nature of major brands has led to short-term profit maximization strategies that undermine long-term market share [25][26] - Distributors are increasingly taking on consumer engagement roles, leading to the emergence of new brands that are not reliant on major brand partnerships [26] - The market landscape is shifting, with more distributors developing their own brands or engaging in consumer operations to ensure sustainability [26]