---
title: "Annual Performance Soars 8-Fold, Terminal Sell-Through Surprisingly Strong, GM Reveals the 'Killer Move' Behind It..."
description: "Entering 2018, while peers lamented a tough market and hard-to-sell products, one company grew rapidly. As of now, its walnut milk product sales have surged 4-5 times year-on-year, with full-year performance expected to nearly octuple. More impressively, the company doesn't pressure distributors to stock up or set sales targets, yet terminal sell-through is remarkably strong. What's the secret? Recently, a reporter visited Hebei Lvling Kangwei Food Co., Ltd. to hear General Manager of the Beverage Division, Chen Pu, discuss the 'killer moves' behind the product's hot sales... 'Distribute first, then cooperate'..."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-11-17"
language: "en"
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# Annual Performance Soars 8-Fold, Terminal Sell-Through Surprisingly Strong, GM Reveals the 'Killer Move' Behind It...

> Entering 2018, while peers lamented a tough market and hard-to-sell products, one company grew rapidly. As of now, its walnut milk product sales have surged 4-5 times year-on-year, with full-year performance expected to nearly octuple. More impressively, the company doesn't pressure distributors to stock up or set sales targets, yet terminal sell-through is remarkably strong. What's the secret? Recently, a reporter visited Hebei Lvling Kangwei Food Co., Ltd. to hear General Manager of the Beverage Division, Chen Pu, discuss the 'killer moves' behind the product's hot sales... 'Distribute first, then cooperate'...

Entering 2018, while peers lamented a tough market and hard-to-sell products, one company managed rapid growth. As of now, its walnut milk product sales have surged 4-5 times year-on-year, with full-year performance expected to nearly octuple. More impressively, the company doesn't pressure distributors to stock up or set sales targets, yet terminal sell-through is surprisingly strong. What's the secret?

Recently, a reporter visited Hebei Lvling Kangwei Food Co., Ltd. to hear General Manager of the Beverage Division, Chen Pu, discuss the 'killer moves' behind the product's hot sales...

**"Distribute First, Then Cooperate" – Worry-Free Agency for Distributors**

In the past two years, plant-based protein beverages have become all the rage, with manufacturers of all sizes rushing to enter the market, fearing they might fall behind. Although the category is flourishing, it inevitably faces issues like severe homogenization and uneven quality.

Hebei Lvling, while also optimistic about the prospects of plant-based protein beverages, did not follow the trend and hastily launch new products. Instead, leveraging its unique origin resources, it focused on developing "green, safe, and healthy" walnut milk products. According to reports, compared to most walnut milk producers in the market, Lvling owns a national-level thin-shell walnut planting demonstration base and walnut planting cooperative bases. "Good walnuts make good walnut milk." Indeed, the origin has become one of the 'killer moves' that makes Lvling walnut milk highly favored by clients.

In addition, Lvling's unique "exclusive recruitment-distribution system" creates a worry-free agency model of "distribute first, then cooperate," which is the second 'killer move'.

**First, create terminal experiential marketing.** Hebei Lvling relies on its own 200,000-mu walnut base to create exclusive terminal experiential marketing. Potential distributor clients can invite terminal customers to visit Lvling's own base – Lvling·China Walnut Town – to observe standardized walnut planting and management, personally understand the precision and rigor of Lvling's production workshops, and experience the rich heritage of Lvling walnuts. Most terminals become instant fans after visiting, turning into loyal supporters. Upon returning to the market, they spread word-of-mouth to friends, family, and other consumers, which not only builds reputation but also boosts product sell-through.

According to General Manager Chen, Hebei Lvling invests up to 10 million yuan annually just on these "experience expenses." Although the cost is substantial, it is well worth it.

**Second, one-stop building of distributor distribution systems.** Most distributors face difficulties in getting new products onto shelves. Lvling, for interested distributors, invites terminal customers for experience visits while adding an on-site ordering session. Leveraging headquarters' support, it helps distributors explain market support policies in one go, assists terminals in sharing sell-through experience and profit analysis, and builds the distributor's distribution system in one stop. Distributors confirm the initial payment based on actual terminal orders. Once goods arrive, distributors deliver within 3 days and collect payment, quickly recovering capital and saving significant distribution costs while generating considerable profits.

Although the plant-based protein market competition has become a red ocean, Lvling walnut milk has won distributors' favor through its "origin endorsement + channel co-building + worry-free distribution" recruitment-distribution system.

**Three Major Competitive Advantages Drive 8-Fold Annual Growth**

The above cooperation model has earned praise from distributors and spread by word of mouth. Based on this, this year, Lvling walnut milk's sales performance has grown significantly, and market share is rapidly increasing. But the fundamental reasons go beyond the company's early heavy investment; more importantly, Lvling has strong competitiveness in product quality, industry construction, and operational models.

**△Product Advantage:**

Lvling walnut milk is made from real ground walnuts, truly free of artificial flavors, colors, and preservatives – natural and healthier. Lvling innovatively introduced single-bottle trial tasting at terminals. According to on-site feedback, based on taste alone, up to 90% of consumers bought the product on the spot.

**△Industry Advantage:**

While there are countless walnut milk producers in the market, very few have the strong industrial advantage of growing their own walnuts. Among many walnut milk manufacturers, Hebei Lvling is one of the few with its own walnut planting base and has been selected as a "National-Level Walnut Demonstration Base." Data shows that Hebei Lvling currently has a 18,000-mu standardized thin-shell walnut planting demonstration base, a 2,600-mu seedling breeding base, and over 200,000 mu of cooperative walnut planting bases. It has also established the unique "Hebei Province Walnut Engineering Technology Research Center," forming a core competitive advantage.

**△Tactical Model:**

Developing distributors is about developing terminals, and developing terminals means helping them achieve sell-through. Lvling understands this well. Hebei Lvling has summarized the "1·3·5·8 Tactical Model" through extensive practice. This model systematically helps distributors solve real problems such as slow-moving terminal products, difficult team management, ineffective promotional activities, declining operating profits, and shrinking living space. This is not just theoretical; it is reported that one terminal store sold 800 cases of Lvling walnut milk around the Mid-Autumn Festival using this model, netting 70,000-80,000 yuan from this single product in one year. This convinces more and more people: this model works and is reliable!

**Steady Progress, Promoting "Hundred Cities, Ten Thousand Stores" Market Construction**

The success of any product, besides its quality and whether it meets consumer needs, ultimately depends on the company's determination to do well. In the past few years, Lvling has focused on strengthening its internal capabilities, improving hardware and infrastructure, and establishing standards and brand building. Next, Lvling will moderately expand externally and continue to steadily build the market.

Regarding next year's plans, General Manager Chen stated that in terms of market, the company will continue to promote the "Hundred Cities, Ten Thousand Stores" market construction project in Hebei, Henan, and Shandong. Next year, it aims to create 100 core markets and 10,000 core terminals, bringing at least 10,000 yuan in revenue to each core terminal. In terms of products, the company will launch disruptive innovative products to further improve the walnut milk product matrix and, through innovation and upgrades, create a cluster of big single products to drive performance growth.

Now, Lvling has orderly plans and investments in market push. It is willing to cooperate with excellent distributor partners with special resources such as circulation and modern supermarket channels to win the future together. For such a food and beverage company that is willing to invest and dares to invest, using an altruistic mindset to help distributors build terminals, promote sell-through, and create models, its future is undoubtedly immeasurable!

Source: Food Board
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