---
title: "3 Ways to Increase Sales Through Channel Refinement!"
description: "This article explores unconventional sales channels for beer, such as tea gardens, night markets, and construction sites, and suggests leveraging distributors to cover these channels. It emphasizes that channel refinement can boost sales and that distributor network layout is key to rapid growth."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-10-15"
language: "en"
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# 3 Ways to Increase Sales Through Channel Refinement!

> This article explores unconventional sales channels for beer, such as tea gardens, night markets, and construction sites, and suggests leveraging distributors to cover these channels. It emphasizes that channel refinement can boost sales and that distributor network layout is key to rapid growth.

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**Keywords: Distributor, Channel Refinement, Channel Innovation**
Where can beer be sold? Supermarkets, retail stores, restaurants, wholesale points?
No, these are conventional channels. There are many more places to sell, such as:
☆ Numerous tea gardens, farm stays, and resort villas scattered around the city outskirts: These places have beautiful environments, especially bustling during the tourist season, with high consumption levels, and they sell more boxed beer.
☆ Night market areas in communities or farmers' markets (barbecue stalls, food stalls, night market wholesale/retail shops): These are advantageous channels for selling mid-to-low-priced beer.
☆ Beverage stalls (many drink stalls in squares, riversides), ice cream shops, and cold drink wholesale departments: In summer, cold drinks sell well while beer sells less; in winter, beer sells well while cold drinks sell less.
☆ Premium tobacco and liquor stores near night markets and dining areas: These are great places to encourage consumers to bring their own drinks.
☆ Restaurants and open-air stalls in parks and scenic spots: Often forgotten by us.
☆ Micro-supermarkets and window shops in communities and residential areas: Mainly for consumers to buy whole boxes for home consumption, but manufacturer sales reps often fail to visit them.
☆ Community cooperatives and service companies within large enterprises: They usually have many group purchase relationships and large group purchase volumes.
☆ Internal canteens of enterprises and government agencies: They can cultivate drinking habits among consumption leaders.
☆ Small restaurants in farmers' markets near universities and technical schools, and restaurants and small bars near colleges: College students are more receptive to new things.
☆ Canteens at construction sites, railway sites, highway sites, and freight stations and parking lots: Project managers and foremen drink high-end and boxed beer, while workers and drivers drink low-end and plastic-packaged beer.
☆ Family areas of mining areas (coal, iron, gold, oil fields, etc.): Usually remote but with high consumption levels.
☆ Prisons and military bases: As long as you persuade the procurement officer, you can enter; there is basically no brand loyalty.
☆ Wholesale/retail shops and small stores at fishing docks in coastal towns: Fishermen go out to sea for long periods and buy large quantities of food and drink at once.
☆ Rural markets, temple fairs, market days, and visiting relatives during slack seasons: Beer consumption is high, and boxed beer appears more prestigious.
☆ Rural mobile exchange points: Peddlers driving tricycles through streets and alleys can exchange beer for grain. In rural areas with high grain output, there are many such peddlers, and their total sales are astonishing.
☆ Gambling venues: They usually provide free drinks, with stable sales and decent quality. Specialized suppliers are needed to enter.
☆ Nightclubs, bars, disco halls, tea restaurants, etc.: Beer sales are high here, but they generally require specialized suppliers.
☆ Stations and docks (train stations, bus stations, docks).
☆ Water stations: Numerous stalls along national highways in mountainous areas that add water to cool down car tires; travelers usually stop here for simple meals and rest.
☆ Gas stations (highway service areas): Usually monopolized; you need to negotiate with the management department for stocking.
☆ Group purchases: Festival benefits, official meeting drinks, weddings, thank-you banquets for college entrance exams, birthdays and full-month celebrations, red and white events, free drinks at buffet restaurants, festival gifts at supermarkets, and festival welfare apportionment for suppliers of raw materials/transport, etc.
☆ Others: Hotels, video halls, internet cafes, pastry shops, fast-food restaurants, exhibitions, shopping festivals, bathhouses, border trade, defective product sales points, game stalls (prizes for ring toss, roulette, shooting), etc.
You might say your office only has four or five people, and you don't have the manpower to visit these "strange" channels.
I didn't say you should visit them yourself. Remember, in every market in China, as soon as a new channel forms, a group of wholesalers supplying that channel naturally crystallizes. Find them, turn them into our distributors, sign contracts with wholesalers, or even channel dealers, and let them cover these channels for us. Can you do that?
Can channel refinement increase sales?
Summary:
Who do you turn to for short-term sales growth? Every regional manager knows it's the distributor. Once the distributor exerts effort, sales can rise the same day. What if urban sales are already "saturated"? Develop new areas, go to peripheral township markets, develop new channels like internet cafes... These are common sense for increasing sales—very important common sense.
Structure determines function. When we have good basic management, product channel strategy is sound, and sales reps can "stand tall in the market," the fastest lever for sales growth is the network layout of distributors and sub-distributors—they don't complete actual sales (just inventory transfer), but they have the greatest impact on sales.
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