Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, 800+ manufacturer and distributor friends, gather in Fuzhou to discuss the internet transformation of the FMCG industry. In interactions between manufacturers and distributors, distributors are naturally in a weaker position. As a result, they sometimes fail to secure benefits they deserve or end up shouldering unnecessary responsibilities due to improper methods. This is especially common when applying for resources. So, how should distributors apply for resources from companies without being snubbed? I've heard various strategies from industry insiders: some say applications must be in writing, not just verbal; others suggest showing commitment and strong execution; still others advocate investing a little to gain a lot, like using small money to attract big money. While these methods have succeeded in some cases, failures are also common. So, what is the most effective standard approach for distributors to request resources from companies? Given space constraints, I'll briefly introduce five standard strategies, which are progressive and help distributors clarify their approach to resource applications.
001 1. Align with Headquarters' Plans We all know it's difficult to change a person's plans, and even harder to change a company's predetermined plans. If a distributor's business focus is not within the company's annual plan, getting resource support becomes even harder. So one effective way is to align your business development focus with the company's annual plan. How can you position yourself within the company's development plan? First, assess the proportion of your brands. Generally, if a brand accounts for over 30% of your total sales, your business focus should roughly align with that brand. Second, at the end of each year or beginning of the new year, after the company's annual policy is confirmed, distributors should confirm key tasks for the coming year with the company's sales staff. The steps are: work with sales staff to identify 1-3 things the company must do in the regional market and 1-3 things it encourages distributors to do. The must-dos are priorities, based on the company's annual budget; the encouraged tasks can be chosen based on the company's budget and your own development direction. This is also a way to set annual work priorities. Finally, remember that the first activity of the new year should be something the company requires and aligns with your development direction. Prepare quickly, apply and execute fast, and observe the timing and amount of expense reimbursement. This will reveal the company's resource availability and efficiency.
002 2. Participate in Regional Plans National policies may not suit every regional distributor. There are two scenarios: one is that the policy direction deviates from regional realities; the other is that the distributor's development direction diverges from the company's. In the second case, the distributor should self-reflect. If there's a divergence with a brand that accounts for a large portion of your sales, either switch brands or switch industries. Without company support, few distributors can sustain long-term success. In the first case, to gain company support, you need to create regional highlights with the regional sales staff. Typically, regional staff will make annual plans based on overall sales policies and local conditions. This is a critical time for distributors to closely engage with regional sales staff. Communicate your work priorities thoroughly with the regional manager and integrate your plans with theirs. Many sales managers are inspired by distributors and include regional innovations in their work plans, reporting them to the company. I know a distributor in Dongguan who, during the annual planning period, frequently invited the regional manager to Dongguan for good food and drink, chatting daily. As a result, many of the plans incorporated the distributor's key tasks.
003 3. Take Losses to Gain More The first two methods are about stopping problems at the source, but many distributors miss that opportunity. How can they get resources approved every time? An old Chinese saying goes, "Suffering a loss is a blessing." To ensure effective resource support in every activity, taking small losses is a surefire way to improve approval rates. Distributors should know that companies have standards and quotas for expense applications. When funds are tight and applications are harder, but your market urgently needs activity support, proactively lowering your expense standards and increasing your own investment ratio before applying can accommodate the regional manager's difficulties and solve your urgent needs. There are many cases where distributors argue over expense standards and end up on bad terms.
004 4. Bundle Activities and Apply Early Applying for expenses one activity at a time is short-sighted. Smart distributors are already trying to apply once for multiple uses, bundling routine activities into a single expense application. Company expense investments, especially for activities, are usually ongoing. If it's a company expansion priority, your region has the conditions, and the activity type is replicable, consider bundling all activities over a period. For example, community promotions are routine and brands typically invest long-term. If you apply for each community separately, the cost per application is low but the process is cumbersome. After thorough market research and preparation, you can apply for multiple similar communities at once. Of course, using results and numbers in the report will increase approval chances.
005 5. Non-Monetary Resources Are Also Resources Resources, especially money, are always limited. What if you can't get cash expenses approved? What should distributors do? In resource applications, distributors should establish a basic awareness: money is a resource, goods are resources, people are resources, tangible and intangible resources are all resources. So the application strategy is: first apply for money, cash is best; if not, apply for materials; if no materials, ask for company personnel to help with activities; if no personnel, request the company to design materials while you pay for production; or get written authorization and titles to integrate other people's resources. Of course, if you get nothing at all, there are only two possibilities: either the company has major problems and can't function normally, or you, as a distributor, have major problems and might be dropped by the company at any moment!
New Food Era · New Distribution — 2016 China "FMCG + Internet" Summit Forum — This is a grand event focused on how the FMCG industry's channels will transform under the internet+ trend Agenda 09:00-09:30 Registration 09:30-09:35 Opening by host 09:35-10:05 2016 China FMCG Industry Trend Analysis Report — Zhao Bo 10:05-10:25 FMCG Enterprise Transformation Strategy and Path — Liu Chunxiong 10:25-10:45 Opportunities and Challenges in FMCG Channel Transformation — Liu Zhao, CEO of Waiqin365 10:45-11:25 Alibaba Retail Link All-Around Empowerment — Guo Kunkun, Alibaba Retail Link 11:25-12:00 Roundtable Forum — Brand Transformation: Improvement vs. Reconstruction? (Guests TBD) 12:00-13:30 Lunch 13:30-14:00 Distributor Transformation: City Distribution Trends — Wang Qi, CEO of Weijie City Distribution 14:00-14:30 Roundtable Forum — Why Should Distributors Transform into Logistics? 14:30-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy — Su Xiaoxin, VP of Zhongshang Huimin 15:00-15:30 Detailed Explanation of Zhanghe Cloud Factory Strategy — Yang Lixiang, Zhanghe Tianxia (Content TBD) 15:30-16:00 Supply Chain Finance as a Lubricant for B2B Driving Traditional Commerce — Chen Xian, CEO of 51 Order 16:00-16:30 2B Investment Principles and Approaches — Xu Xiaoping, Founder of ZhenFund (Guest TBD) 16:30-17:00 Small Retail, Big Opportunities: China's Retail Transformation and Upgrade — Wang Jianfeng, GM of E-commerce Dept., Yurun Group 17:00-17:30 Roundtable Forum — Who is the King of FMCG B2B Models? (Guests TBD) 18:00-20:00 Dinner For manufacturers and distributors looking to transform, this is an event you can't miss. Interested friends can long press the QR code below or click "Read Original" to register. Registration: Long press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register]