For distributors, the growth of a company mainly depends on its management mechanisms, and the leader's personal qualities also determine the company's development direction and model. Many older-generation distributors have built their businesses over the years with integrity, boldness, and courage, earning high authority and credibility among internal staff, external secondary wholesalers, and manufacturers. However, the new generation of distributors often lacks these traits, so they must rely on new-era thinking, analyze today's market from a fresh perspective, and develop their own unique operational characteristics. As a member of the younger generation of distributors, Huang Junjun has unique insights into all aspects of operations and has gradually put them into practice. His company, Hunan Yuecheng Trading, has grown steadily under his management.
Adapting to Local Conditions and Adjusting Models Timely
As the business grows, the scope of operations expands. Operating with a fixed mindset will not work; only by continuously adjusting to the different market conditions in various regions can each store achieve optimal performance.
Huang Junjun once said: "Since taking over two years ago, I have been making changes. For example, the city we are in now has certain differences from the prefecture-level city we were in before. Therefore, I need to adjust various aspects of the new store. First, I effectively adjust the promotional staff based on the consumption capacity of different local consumer groups, to avoid insufficient or redundant staffing. Additionally, I place more emphasis on display, especially key displays for star products. In a store, consumers must be able to see the store's focus at a glance; otherwise, they may be overwhelmed. I also constantly change display styles to give consumers a fresh feeling. Furthermore, I pay great attention to product updates and channel development, especially the development of my own channels. Both products and channels must evolve with the times."
Building Own Terminals and Developing Proprietary Channels
Nowadays, the main consumer group for leisure snacks is young people, and their consumption habits are constantly changing. Traditional sales channels have become the main battlefield for the post-70s and post-80s generations. Therefore, to do business well and grasp the consumer base, the choice of channels is crucial.
Traditional distributors are now surviving in a narrow space. Whether from upstream manufacturers or downstream secondary wholesalers, their profit margins are increasingly thin. Therefore, we must find new paths. Building our own terminals and developing proprietary channels is my choice. I will invest more manpower and resources in the creation of terminal stores and focus on breakthroughs. Establishing our own terminals not only allows for rapid product distribution but also gives us relative freedom in product selection and promotional activities. In our own channels, we can quickly grasp consumer preferences and local consumption habits, enabling effective adjustment of product structures. This also becomes our unique competitive advantage among peers, said Huang Junjun.
Brand First to Promote Win-Win Cooperation with Manufacturers
Distributors should not focus solely on products; they must have brand awareness. The era of relying on a few products to conquer the market is over. Distributors need to not only promote the products they represent but also introduce themselves. Only by building their own brand can they leave a deeper impression on consumers and gain more advantages in cooperation with manufacturers.
Having brand awareness is not enough; building a brand is not achieved overnight. To gain recognition from channels, consumers, and manufacturers, one must deeply understand the market and the needs of target groups, continuously innovate, and bring consumers the products they need. In addition, timely and effective service is also crucial. A brand can leave a deep impression not only through products but also through service, whether facing consumers or manufacturers.
Huang Junjun told the author: "I have been continuously promoting exchanges and cooperation with manufacturers. Once our terminal brand is established, product promotion becomes more convenient, and the products launched under our brand will gain trust from consumers and secondary wholesalers. We cooperate closely with manufacturers, using promotions and various publicity to promote rapid product distribution and achieve win-win outcomes for both manufacturers and distributors."
Source: China Candy (ID: china-candy) -END-