White Elephant Powers Distributors, Integrates Online and Offline Channels to Boost Market Share

In the fast-moving consumer goods (FMCG) landscape of the digital era, mastering both online and offline sales channels is no longer just an option; it’s a strategic imperative. To thrive, companies must build robust e-commerce platforms while simultaneously fostering and refining their relationships with traditional distributors.

Recent data from the “FMCG Industry Compass,” a publication often considered a bellwether for the sector, offers a compelling snapshot of the instant food market in the first quarter of 2025. The report highlights that instant noodles remain the dominant force, holding a commanding market share of over 40% and experiencing a year-over-year growth of 6.21%. Within the category, brands like Baixiang have demonstrably increased their market share.

Source: FMCG Industry Compass

Baixiang’s ascent in the market has captured considerable attention, and its strategy offers a compelling case study. Its success stems from a carefully orchestrated synergy between its online and offline operations. Notably, Baixiang exhibits strong performance on e-commerce platforms. According to Frost & Sullivan data, Baixiang held the top spot in overall online sales across all brands within the Chinese instant noodle market, from August 2022 to July 2023.

Equally crucial is Baixiang’s commitment to building and strengthening relationships with its network of distributors. The company, with 28 years of experience in the noodle industry, has prioritized collaboration and mutual benefit with its distributors. These efforts, coupled with continued expansion of its offline network, are key drivers of the brand’s rising sales figures and increasing market share.

Historically, the relationship between brand manufacturers and distributors has sometimes been imbalanced, with some brands prioritizing mandates over genuine empowerment. However, the current competitive landscape necessitates a more collaborative approach. Successful brands are now focused on empowering distributors, helping them grow and thrive. Sources from Baixiang’s distributor network confirm that Baixiang fosters a symbiotic relationship, envisioning its distributors not merely as sellers but as key players in a long-term growth strategy.

This empowerment extends to several key areas, including human resources and operational management. Baixiang’s corporate and regional teams provide substantial support to distributors, including assistance with recruitment and access to management systems like the “Baixiang Tong” platform, and structured training for sales representatives.

On the sales front, the company regularly implements flexible promotional programs at both corporate and regional levels to increase sales for retail outlets and accelerate product turnover. Furthermore, Baixiang’s robust production capabilities ensure a consistent supply of products, while an efficient logistics network guarantees timely delivery, and a comprehensive service system alleviates after-sales concerns for its distributors. Baixiang also regularly conducts distributor summits to facilitate dialogue and address pertinent questions.

Industry analysts believe that by empowering its distributors and breaking down traditional channel barriers, Baixiang has effectively facilitated a seamless flow between its online promotional efforts and the in-store experience. This “dual-channel synergy” has heightened market responsiveness and coverage, serving as the central engine driving its ongoing market share gains.