---
title: "Distributors Should Know How to Assess a Product's 'Sellability'"
description: "When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'sellability'. Sellability refers to all factors that determine a consumer's purchase decision. At retail, consumers consider one or several sellability factors, such as taste, portion size, and price. Compared to consumers, distributors must assess sellability more comprehensively, not only evaluating the product's attributes but also understanding the target consumers' age, preferences, spending power, and purchasing channels."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-01-04"
language: "en"
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# Distributors Should Know How to Assess a Product's 'Sellability'

> When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'sellability'. Sellability refers to all factors that determine a consumer's purchase decision. At retail, consumers consider one or several sellability factors, such as taste, portion size, and price. Compared to consumers, distributors must assess sellability more comprehensively, not only evaluating the product's attributes but also understanding the target consumers' age, preferences, spending power, and purchasing channels.

When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'sellability'. Sellability refers to all factors that determine a consumer's purchase decision. At retail, consumers consider one or several sellability factors, such as taste, portion size, and price. Compared to consumers, distributors must assess sellability more comprehensively, not only evaluating the product's attributes but also understanding the target consumers' age, preferences, spending power, and purchasing channels.

**Good Looks, Mainstream Packaging**
Research has proven that visual appeal or first impressions drive consumer purchasing behavior. When selecting products, distributors should prioritize packaging design and appearance. All else being equal, choose products that 'look good'. A basic principle for good looks is to select mainstream packaging that falls between conventional and unconventional. Conventional packaging lacks novelty and fails to stand out at the point of sale, blending in with the crowd. On the other hand, unconventional packaging may not be quickly accepted due to consumer habits and aesthetic preferences, so it should be avoided.

Although new product types emerge constantly, homogenization is common in the market. For example, in condiment development, many manufacturers don't think about product positioning; they often just 'find a bottle, add a cap, put it in a box' and develop a new product. Such new products neglect external appearance, with rough and tacky packaging, leading to a severe disconnect between value and price. Therefore, when selecting products, distributors should examine whether the bottle shape and packaging are distinctive and differentiated—this is a key factor not to be overlooked.

**Poor Taste Means No Repeat Sales**
For food products, aside from appearance, selling points, functionality, and capacity, poor taste has a disastrous consequence: consumers won't buy a second time. In assessing sellability, distributors should prioritize taste and texture. Consumer trends show that personalized consumption in food and beverages is increasingly prominent, with factors like taste and personal experience gaining importance.

Research indicates that trendy consumption doesn't heavily weigh nutrition and health, and sometimes even price is not a major concern, but taste plays a crucial role in repeat purchases. The ability to develop good taste is also a measure of a company's strength. Given China's regional differences, distributors should consider the consumption habits and taste preferences of their specific sales areas when evaluating taste.

**'R' is More Stable than 'TM'**
In sellability factors, attention should be paid to brand naming symbols: the 'TM' and 'R' marks next to the brand name. Distributors need to understand the difference. 'TM' stands for 'trade mark', indicating that the graphic or text is a trademark for the product or service, not a name or advertisement. 'R' stands for 'register', meaning the graphic or text is not only a trademark but a registered trademark, protected by national law; unauthorized use by any other individual or organization is prohibited. 'TM' is a trademark symbol, while 'R' is a registered trademark symbol, with different levels of legal protection.

Generally, products with an 'R' mark have more stable brand names than those with 'TM'. An 'R' indicates the brand can be used long-term and is legally protected, allowing the company's product line to extend along that brand trajectory. In contrast, a 'TM' mark carries higher registration risk; if the trademark isn't registered, the product name may change at any time, increasing future uncertainties.

The Hidden Meaning Behind Product Selling Points
A selling point is the reason to buy; the best selling point is the strongest reason. However, in food and beverages, products are highly homogenized, and selling points can be copied and imitated. Selling points typically revolve around functional or psychological appeals.

On a deeper level, selling points reflect the company's philosophy for operating the product and its commitment to future promotion. Whether the company will actually conduct peripheral brand activities around the selling point is a crucial support factor for distributors' later success. As the saying goes, the company is the biological mother, and the distributor is the adoptive mother. If the biological mother doesn't seriously improve and manage the product or think about brand strategies, then no matter how hard the distributor tries, success will be limited to local markets.

When evaluating selling points, distributors shouldn't just look at the concept and claims; they should assess whether the manufacturer can elevate the selling point to a brand level that consumers accept and identify with. This requires innovative thinking and meticulous execution.

Source: China Candy

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