According to consumer purchasing patterns for plant-based protein drinks, May and June are traditionally the off-season. However, through the introduction of a new marketing system and the quality of Green Ridge products, the Weixian market saw rapid sales growth in just over a month. So what kind of marketing system drove this rapid sell-through? Let's analyze Weixian as a case study:
- 38 Days, 8,630 Cases! Weixian Market is on Fire!
Since the introduction of the new marketing system in Weixian, astonishing sell-through data has reshaped channel perceptions and made it a hot topic in the local FMCG market. Many terminal store owners describe this phenomenon as incredible: within just 38 days, 8,630 cases were distributed, with daily sell-through exceeding 100 cases!
If traditional marketing methods are compared to a tiger, then new marketing is like adding wings to the tiger—these wings are the power of the internet.
Three Powers of New Marketing:
Ignite the market in a short time.
Enable average distributors to outperform stronger ones; new marketing can compensate for a distributor's own limitations.
The new marketing approach can be successfully applied to other products as well.
In the process of exploring new marketing, Green Ridge developed a system based on the "1·3·5·8 Tactical Model": "1" represents a set of industrial internet marketing tools; "3" represents the integration of online, offline, and community; "5" represents five steps to build a regional market; "8" represents eight actions to build a regional market. This model is continuously iterating and upgrading.
- More and More Distributors See the Power of New Marketing
In June 2017, after the new marketing system was promoted nationwide, a large number of excellent markets emerged.
In Qinghe County, Hebei, a market with a population of over 400,000, shipments from October to December 2017 totaled over 16,000 cases, and during the Spring Festival month alone, nearly 10,000 cases were shipped. In Linxi County, within less than a year of operation, daily sell-through exceeded 100 cases, and during the Spring Festival month, gross profit exceeded 100,000 yuan...
More and more distributors are seeing the power of new marketing, and more and more are paying attention to and choosing Green Ridge walnut milk.
In 2018, with the company's rapid development and the swift rise in brand reputation, Green Ridge's new marketing model has also been iterating and updating. We have gradually refined more precise and comprehensive strategies and tactics. This has also led the company to set new standards for distributor recruitment, the most important of which is: recognize the new marketing philosophy and provide resource guarantees for the implementation of the Green Ridge system!
- Case Analysis of the Weixian Market in Xingtai
Weixian is located in the southern part of the North China Plain, belonging to the southern Hebei low plain area, with a population of over 600,000. It is a typical gift market.
On May 6th, due to the success of markets like Qinghe and Linxi, Weixian distributor Zhou Yanjing (Mr. Zhou) had already been paying attention to Green Ridge. After initial communication, Mr. Zhou strongly agreed with Green Ridge's product strength and new marketing model, and quickly confirmed cooperation.
On May 12th, Weixian launched the new marketing system. Mr. Zhou first adjusted personnel and vehicle resources. The development of the Weixian market can be divided into two parts: offline and online.
Offline:
On May 12th, the launch day in Weixian, the Green Ridge new marketing team first conducted a full training for the distributor's team and set the first-stage goal for targeted distribution.
Here, it's important to note: traditional marketing distribution requires a reference of "one store per thousand people" to maximize distribution rate, with future sales determined by the number of outlets.
Green Ridge Adheres to the "Three Principles of Locked-Store Distribution"
Do not distribute to terminal stores that do not agree with the product;
Do not distribute to terminal stores without sell-through momentum;
Do not distribute to terminal stores that do not follow Green Ridge's pricing rules or maliciously undercut prices.
During the first phase of targeted distribution, Green Ridge completed scenario-based creation for over 100 outlets. Through scenario creation, consumers are led to associate the product with consumption scenarios, directly reaching their minds and driving purchase decisions.
At the same time, scenario-based creation can transcend time and space, allowing consumers to continuously remember. It quickly completed the mental positioning of "Green Ridge walnut milk = walnut milk for loved ones" in consumers' minds, prompting them to think of Green Ridge walnut milk when potential needs arise.
Online:
In Green Ridge's new marketing application, all operational methods revolve around sell-through. Both offline displays and online communication receive resource support. Using decentralized self-media for communication creates an effect of "from communication fission to cross-coverage," leading to communication ignition and forming terminal sell-through momentum.
Online, the main activities were terminal event planning and community utilization. Communities act as connectors and amplifiers, enabling work that cannot be done offline. Through community management and operations, store owners share information and benefits.
In practical application, from an initial daily sell-through of dozens of cases, the second phase achieved an average daily sell-through of over 100 cases. Currently, Green Ridge has achieved 93% terminal store sell-through and established a hot-selling atmosphere in the channel. For terminals with good sell-through, Green Ridge continues to invest resources to achieve sustainable and healthy sell-through.
- Green Ridge New Marketing: More Precise Than Traditional Marketing
In May, the channel heat in the Weixian market continued to rise, and by May 27th, the monthly target of 3,000 cases had been completed. Many FMCG practitioners said that for a new market, the first month or so is usually still in the product distribution and sell-through promotion stage, but Weixian refreshed channel perceptions with astonishing sell-through data. This is the power of the Green Ridge new marketing system.
During the implementation of the new marketing system, distributor Mr. Zhou's team morale was high, and operations became more standardized. During a visit to learn from the Weixian market, Mr. Zhou stated: June sales must exceed 10,000 cases, and the conservative annual sales estimate is 80,000-100,000 cases.
Finally, Green Ridge continues to grow and develop through the new marketing system, but behind the honor, there are also doubts. Of course, no company's success comes without storms and setbacks. Green Ridge will continue to work hard for its goal of "Hundred Cities, Ten Thousand Stores."
At the same time, we hope like-minded distributor friends will join the "Green Ridge+" family. Hebei Green Ridge sincerely invites distributors nationwide to create wealth together. We also recruit sales personnel nationwide who are practical and have execution ability.
Scan the QR code to contact Mr. Chen, Head of Beverage Division
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