Major industrial distributors in China are experiencing significant structural changes, as big multinationals corporations (MNCs)seek more diversified distribution options and customers become more accepting of new, more efficient distribution channels, according to Matthew Fish, head of Synovate Business Consulting. These changes are taking place at a time when an increasing number of inteational players are being allowed to operate in the China distribution market. With their financial clout and management expertise, they are quickly changing the landscape of the industry.