---
title: "Eight Steps to Ensure the Successful Launch of New Products"
description: "In today's era, the only constant is change, and innovation is the lifeblood of enterprises, having become the main theme of the times. For baijiu companies, developing new products is of strategic importance because, as competition intensifies, continuous innovation and new product development are essential to maintain competitive advantage and sustainable market growth. New products are a vital pillar for survival and development, and a powerful weapon for long-term success. For marketers, promoting new products is an effective way to boost performance and income, while for distributors and secondary wholesalers, it is a means to increase sales and profits, ensuring mutual benefit and sustainable market development."
author: "师顺宽"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-05-04"
language: "en"
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# Eight Steps to Ensure the Successful Launch of New Products

> In today's era, the only constant is change, and innovation is the lifeblood of enterprises, having become the main theme of the times. For baijiu companies, developing new products is of strategic importance because, as competition intensifies, continuous innovation and new product development are essential to maintain competitive advantage and sustainable market growth. New products are a vital pillar for survival and development, and a powerful weapon for long-term success. For marketers, promoting new products is an effective way to boost performance and income, while for distributors and secondary wholesalers, it is a means to increase sales and profits, ensuring mutual benefit and sustainable market development.

In today's era, the only constant is change, and innovation is the lifeblood of enterprises, having become the main theme of the times. For baijiu companies, developing new products is of strategic importance because, as competition intensifies, companies must continuously innovate and develop new products to consolidate their market position, enhance competitiveness, and ensure sustainable development. Therefore, new products are a vital pillar for survival and growth, and a powerful weapon for ensuring the longevity of the business. For marketing personnel, promoting new products is an effective way to improve performance, increase income, and demonstrate individual business capabilities. For distributors and secondary wholesalers, new products are an effective means to increase sales volume and profits, ensure win-win cooperation between manufacturers and distributors, and maintain sustainable market development.

However, in reality, many companies invest substantial human, material, and financial resources in developing new products that are suitable for the market, only to see them fail prematurely during the promotion process. Why do even market-appropriate new products fail during promotion? The reasons are as follows: First, companies that successfully promote new products have a clear promotion plan and implement it step by step. In contrast, companies that fail often simply distribute the new product to customers and consider the job done, without taking further proactive measures. Second, true sales rely on people, and often sales personnel and distributors have strong resistance to new products. The reason for this resistance is that they are unwilling to invest effort in promoting new products; instead, they focus on promotions for mature products to quickly increase volume, which is easier and yields visible results. So, what steps should companies take to ensure the successful promotion of new products?

Steps to Ensure the Successful Promotion of New Products

1. Ensure the attention, morale, and concerted efforts of the sales team, distributors, and secondary wholesalers to jointly promote new products.
Before the new product launch, hold a training meeting to fully mobilize the enthusiasm of all channel members. Enhance the motivation of sales personnel, distributors, and secondary wholesalers to participate in the promotion, forming a "three-level linkage" atmosphere. For example, communicate the importance of new product promotion, explain the development concept, advantages, benefits, packaging, taste, and pricing, so that all channel members are well-informed and confident. Additionally, implement special assessments for sales personnel, distributors, and secondary wholesalers on various process indicators to accelerate distribution and create a sales atmosphere, making them understand that "if the process is done well, the results will naturally be good." As long as indicators such as distribution rate, display, promotion, and price system are properly implemented, the new product will naturally succeed. For instance, during the launch, there will be advertising, distribution, distributor purchase incentives, promotions for secondary wholesalers and retail stores, supermarket listings, consumer promotions, and salesperson store-opening rewards. The launch plan should make specific arrangements for each task to ensure orderly execution. Specifically:
- Hold a training meeting for all sales personnel, distributors, and secondary wholesalers before the launch.
- Set specific sales targets for new products for all sales personnel and distributors.
- Reflect special attention to new product sales performance in daily sales reports and meetings, and establish a comprehensive performance analysis system to monitor the promotion dynamics.
- Make new product performance a key agenda item in sales meetings during the launch period. For markets that fail to meet targets, require explanations and implement rewards and penalties.
- Organize sales competitions (e.g., New Product Sales Champion) and publicly recognize and reward winners.
- In the bonus assessment system, separate new product sales achievement from total sales for individual assessment.
- Senior management should personally inspect markets where promotion is lagging, identify gaps, and provide assistance.

2. Ensure distributors purchase the new product and distribute it through the correct channels.
Ensure that distributors purchase the new product according to the plan and within the specified time, and distribute it through the correct channels. In practice, sales personnel and distributors often subjectively judge that the new product won't sell well, so they delay purchasing or buy only a small amount but fail to place it in the right channels, then conclude that the new product is not good. For example, a baijiu company held a training meeting and developed a detailed promotion plan. However, Distributor A subjectively believed the new product wouldn't sell and delayed purchasing, making promotion impossible. Distributor B purchased on time and in the required quantity but placed mid-to-high-priced new products in C and D class hotels and supermarkets, resulting in slow movement and complaints that the product was not selling.

3. Ensure that guidance and assistance for new product promotion are actively provided.
All channel members must actively participate in providing guidance and assistance. After distributors purchase the product, sales personnel must carry the new product in their vehicles when visiting the market, inform terminal stores about the launch, and accurately communicate promotional policies (highlighting higher profit margins compared to old products). For example, Distributor C purchased the new product as required, but the delivery vehicles did not carry the new product, and sales personnel did not inform terminal stores about the launch or promotional policies. As a result, terminal stores were unaware of the new product and its higher profit potential, leading to failure. Therefore, if channel members do not actively participate in guidance and assistance, claiming the product doesn't sell is unjustified, and promotion will not succeed.

4. Ensure the price system for the new product.
Ensure that the new product is sold according to the company's specified price system. Before launch, the company conducts extensive market research to develop a product suited to the market. During promotion, it is essential to check that distributors' selling prices are correct and follow company guidelines, and that terminal retail prices are consistent with the unified retail price. In practice, channel members often arbitrarily change the price system, harming promotion and then blaming the product. For example, Company A's new product had a price system: distributor purchase price 20 yuan/bottle (distributor profit from rebates), terminal purchase price 20 yuan/bottle, and terminal retail price 25 yuan/bottle. However, the distributor changed the terminal purchase price to 25 yuan and retail to 35 yuan, deviating from the company's goal of competing at the 25 yuan price point. This made terminal stores feel the packaging didn't justify 35 yuan, leading to low distribution and slow sales, ultimately causing failure.

5. Ensure proper display and active selling of the new product.
Ensure that the new product is displayed according to the company's standards and that terminal store owners actively promote it. During development, the company conducts extensive market research to establish competitive advantages and sets promotional policies and display standards. During promotion, it is crucial to ensure compliant display and repeatedly inform terminal stores about the product's advantages, profit margins, and reward policies. If display is substandard or store owners are unaware of profit and policies, promotion will fail. For example, during Company A's promotion, channel members reported poor sales. Market visits revealed that some stores had signed display agreements but kept the product in storage, while others displayed it in inconspicuous positions. Store owners were unaware of the purchase price, selling price, or profit advantage over competitors, leading to slow promotion.

6. Ensure the distribution rate of the new product.
Distribution rate is the foundation for a successful launch. Without a certain level of distribution, assessing acceptance is meaningless. Therefore, ensure the new product achieves the specified distribution rate (a rate below 60% makes it difficult to judge suitability). For example, a company's distributor paid for and received the product but only placed it in a few favored stores, which sold at high prices due to exclusivity. This resulted in low market share and influence, hindering success.

7. Ensure the distribution rate among controllable terminal outlets.
Controllable outlets are those with good relationships with the distributor and that sell other products but not the new one. If these outlets are unaware of the launch or policies, or haven't purchased, it indicates the distributor hasn't promoted the product. For example, a distributor claimed the new product wasn't suitable, but when senior management visited, they found the distributor had not communicated the product's advantages and policies to the stores.

8. Ensure the implementation of bonus systems for employees involved in new product promotion.
At the initial stage, companies often set special policies, such as higher commissions for new product sales and store-opening rewards. It is essential to ensure that distributor employees are aware of these incentives. If they are unaware, they won't promote the product. For example, a company set incentives for distributor employees, but the distributor withheld them, reducing employee motivation and slowing promotion.

"Happy families are all alike; every unhappy family is unhappy in its own way." To ensure successful new product promotion, it is essential to develop a strict promotion plan and execute it faithfully according to the steps.

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