Introduction Careful observation reveals that boiling water is an interesting phenomenon. If we always remove the heat when the water reaches 99 degrees, it will never boil. The same applies to distributors developing their market. Even if we have sorted out product portfolios, connected with manufacturers, and arranged the team, without node marketing, it's like missing that one degree—the market won't truly heat up. Today, we'll talk about that final degree. After completing product sorting, obtaining effective support from manufacturers, and reasonably arranging the team, we should determine how to formulate strategies and tactics suitable for the local market—that is, to boil the market to the final degree through node marketing and activities that create a peak season. We all know how JDB (formerly Wanglaoji) became popular. After the Wenchuan earthquake, JDB donated 100 million yuan, quickly gaining widespread recognition from consumers nationwide. Combined with the fact that JDB had already done 99 degrees of preparation in the catering market, a single point ignited the market, and it responded immediately. Some distributor friends might say, "We can't invest 100 million like the manufacturer does; how can we ignite our own market?" Indeed, we don't have the manufacturer's resources, but remember, the manufacturer ignited the national market; you only need to ignite your own market. If you spread JDB's 100 million across the country, it's not much. Take county-level markets as an example: as of 2014, there were 2,853 county-level markets in China. Dividing 100 million by that gives only 35,000 yuan per county. So, distributors shouldn't be discouraged. In other words, if we invest appropriately, we can invest 30,000 to 50,000 yuan and ignite the market at a certain node. Let me give two examples: Example 1: A beverage company usually has no special activities, just standard displays, good shelf positions, and promotional materials. But at a node (which could be the peak season for the product, Mid-Autumn Festival, Spring Festival, summer, or even a specific point determined by prior work), they support the top three supermarkets in the county with floor displays, promotional staff, and in-store audio-visual promotions. This simultaneous promotion creates a strong atmosphere of booming sales, potentially igniting the market. What do consumers feel? They think, "This product isn't usually noticed, but I've heard of it or seen it before." After such concentrated node ignition, consumers' enthusiasm is stimulated, and after the peak season ends, the product leaves a deep impression on them. Example 2: A beer brand had been actively distributing and running channel promotions but remained lukewarm. Coinciding with the county's Pear Blossom Festival, I suggested they seize the opportunity. They set up tents in key streets and the central square to create a beer plaza, with live performances and tastings. At the same time, they promoted at the doors of key image stores in major towns. Sales surged during the festival, and after the festival, when we delivered to towns, terminal merchants were much more enthusiastic to accept goods. That's the effect of node marketing. In summary, during distribution and consolidation, we should control the rhythm, conducting channel promotions and terminal displays wave after wave, securing favorable positions, and stocking up terminals. But the key is to grasp a node, ignite peak-season marketing at that node, and through the booming sales atmosphere, achieve a qualitative change, propelling the product from the introduction stage directly into the growth or maturity stage.
The Mid-Autumn Festival is approaching. As a distributor, are you ready for your one-degree node marketing? -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation | [Long press QR code to follow]