---
title: "Farewell to B-end Deep Distribution, Welcome C-end Deep Distribution"
description: "Two years ago, I discussed with friends the question of 'where is deep distribution heading.' The routine tasks of deep distribution, such as distribution, visits, shelf management, and promotions, have been stuck for years: not doing them is not an option, but doing them brings no growth. At that time, I concluded that deep distribution would evolve towards precision and efficiency. However, I have now changed my view. If the deep distribution proposed around 2003 is called 'B-end deep distribution,' the current deep distribution should be called 'C-end deep distribution.' B-end deep distribution goes as deep as the terminal; C-end deep distribution goes deeper to the consumer."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-12-18"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/bR0vOi8xdejEJnKHIu8H2Q"
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# Farewell to B-end Deep Distribution, Welcome C-end Deep Distribution

> Two years ago, I discussed with friends the question of 'where is deep distribution heading.' The routine tasks of deep distribution, such as distribution, visits, shelf management, and promotions, have been stuck for years: not doing them is not an option, but doing them brings no growth. At that time, I concluded that deep distribution would evolve towards precision and efficiency. However, I have now changed my view. If the deep distribution proposed around 2003 is called 'B-end deep distribution,' the current deep distribution should be called 'C-end deep distribution.' B-end deep distribution goes as deep as the terminal; C-end deep distribution goes deeper to the consumer.

Two years ago, I discussed with friends the question of 'where is deep distribution heading.' The routine tasks of deep distribution, such as distribution, visits, shelf management, and promotions, have been stuck for years: **not doing them is not an option, but doing them brings no growth.**
At that time, I concluded that deep distribution would evolve towards precision and efficiency. However, I have now changed my view.
If the deep distribution proposed around 2003 is called 'B-end deep distribution,' the current deep distribution should be called 'C-end deep distribution.' B-end deep distribution goes as deep as the terminal; C-end deep distribution goes deeper to the consumer.
The main tasks of B-end deep distribution are: distribution, shelf management, visits, promotions, and relationship building. At that time, the 'eight-step work method' was the standard for deep distribution. What was the result of doing these main tasks well? The answer: sales could increase.
Why could sales increase? **First, because the overall market was still in a growth phase; second, these tasks activated the terminals; third, promotions could boost sales and give consumers a sense of getting a bargain.**
In the later stage of B-end deep distribution, around 2008, the 'eight-step work method' gradually lost its effectiveness. At that time, I proposed replacing deep distribution with terminal promotion. Two companies did this particularly well: one was Arawana, and the other was Master Kong's Laotan Sauerkraut Beef Noodles. Master Kong's slogan was 'establish a sales system oriented by promotion.'
Looking back now, terminal promotion is a task between B-end and C-end, using C-end work to promote B-end work. Compared to pure B-end work, it was undoubtedly a huge step forward.
The main work of an era is not to do tasks that are 'have to do,' but to do tasks that 'bring sales growth when done.'
Under current conditions, what kind of channel work can bring sales growth? It is C-end deep distribution. Here, C-end refers to consumers.
Some may ask: why didn't we do C-end before? First, because B-end was effective, there was no need to increase costs for C-end; second, because there were no technical means before, but now with mobile internet, we can connect with C-end, such as through communities and mini-programs.
In the next two years, it will be the dividend era of C-end deep distribution.
Which companies are doing C-end deep distribution? Jiangxiaobai, Lidu Baijiu, Xiaoshile, and others are all doing it. Some people don't understand Jiangxiaobai, thinking they just do good communication work, but in fact their deep distribution has reached C-end. Recently, I went to Lidu in Jiangxi for a study tour and found that their C-end deep distribution is excellent. Their slogan is to be the 'number one player in immersive scenario experiences.'
The main tasks of C-end deep distribution are two: **first, communication ignition; second, sell-through.** Traditional ignition used to be the work of the marketing department, but now it must become the work of the sales department. The sales department is both the 'army' and the 'air force,' and its functions must change. The sell-through of C-end deep distribution is also different from B-end deep distribution. The sell-through of B-end deep distribution is essentially a 'redistribution of existing inventory' at the terminal: if your product sells more, other brands sell less. The sell-through of C-end deep distribution is essentially 'creating incremental volume for the terminal,' actually bringing traffic to the terminal.
After replacing B-end deep distribution with C-end deep distribution, does it mean we no longer do the work of B-end deep distribution? Of course not. To do C-end deep distribution, you must first distribute the products. However, it is no longer about distribution rate, but precise distribution.
After distribution, is there natural sales? Now natural sales are very difficult, so we need to do C-end deep distribution, that is, communication ignition and C-end traffic generation.
When C-end ignition and traffic-driven sell-through are done well, we have the right to ask the terminal to proactively do shelf management and replenishment. At that time, our position at the terminal will be different.
This article is published in the Management Edition of 'Sales and Marketing' magazine, Issue 12, 2018.
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