---
title: "How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?"
description: "New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success."
author: "朱志明"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-08-15"
language: "en"
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# How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?

> New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.

New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly.
**I. Understand the Four Distinct Characteristics of Distribution**
**1. Adequate Preparation: Any battle fought without preparation or with insufficient preparation often ends in failure.** For example, before distribution, fully refine the product's selling points and buying points; analyze the market environment and sales of similar competing products to find a breakthrough for the new product; thoroughly analyze the network channels and select the easiest and most matching channels; design a reasonable profit margin and pricing system; make a distribution plan, choose the distribution time, determine the quantity, train salespeople, assign execution personnel and delivery vehicles, and design salary, subsidies, commissions, and even development rewards for sales staff.
**2. Short Timeframe: Without a time node, distribution campaigns easily fall into a loose state with no progress or pressure, making it difficult to achieve results.** Therefore, completing distribution goals within a very short period is one of the notable characteristics of efficient distribution. Generally, the market is required to complete the initial distribution task within 50 days. Typically, through three waves of distribution, the distribution rate of more than 80% of matched terminals is basically completed. The first stage lasts 25 days, completing 60% of market distribution; the second stage lasts 15 days, completing another 15%; the remaining 10 days complete another 10%; the remaining 15% are stubborn households that need to be developed while maintaining later.
**3. Fast Speed: Concentrate superior manpower, material resources, and financial resources to achieve efficient and rapid market development and complete distribution goals in one go.** To solve the problem of efficient distribution, many companies sometimes transfer personnel from other markets to form a special distribution team to assist. In short, quickly completing distribution is a prerequisite for product launch.
**4. Strong Strategy: Distribution requires strategy, and winning the first battle is crucial.** Without a matching distribution strategy, efficient execution cannot be formed, and the team is prone to losing morale in the face of repeated setbacks. Only with a matching strategy can the team be high-spirited and achieve distribution goals one victory after another. In practice, a combination of car sales, market commando teams, display exchanges, free tastings, and other methods is more likely to succeed. Many companies tend to adopt the mature product visit-sales separation model during the distribution phase, which is not only ineffective with low transaction rates but also demoralizes the distribution team, affecting work efficiency.
**II. Establish Three Standards for Distribution**
Without standards, it is difficult to form a joint force, achieve a blasting resonance effect, or create a shocking market effect. During the distribution process, it is essential to establish requirements and standards; otherwise, the distribution campaign is a farce without results.
**1. Establish a Distribution Management System.**
Clearly define the distribution area, routes, terminal types, and terminal quantities; clarify the responsible persons for distribution; and standardize distribution standards and requirements. Formulate specific reward and punishment rules and strictly implement them to make distribution work routine, standardized, and institutionalized. Execute according to the distribution plan, requiring the distribution team to hold a morning meeting daily to report progress and assign daily tasks, breaking down tasks to individuals. At the end of the day, hold an evening meeting to review the day's work, submit distribution forms, and have the supervision team inspect. For key customers and critical moments, the sales manager should personally lead the team on the front line to boost morale.
**2. Standardize Product Display Standards.**
Good display and vividness not only stimulate consumers' eyes but also generate market momentum, allowing consumers and terminal customers to feel the active atmosphere of the new product. Therefore, clarify product display requirements to maximize and enliven product display, making the product "shine" within the "first" line of sight. For liquor sales, displays generally adopt "layered display" and "centralized display," and require that terminal materials such as POP posters, X-stands, product manuals, and price tags be placed in position as distribution proceeds. Strict execution is required, as good execution produces good results.
**3. Implement One-Stop Service for Distributed Products.**
Adhering to the principle of "whoever distributes benefits, whoever distributes is responsible," assign responsibility to individuals and "carry the pole to the end." Strictly delineate areas and require distribution personnel not only to distribute products to terminals (restaurants, famous tobacco and liquor stores, small shops/supermarkets, etc.) but also to find ways to distribute products to "consumers." Sales staff should take the lead in helping terminal stores sell new products, achieving full tracking service for distributed products. Through effective distribution and certain marketing means or strategy combinations, connect products with the market so that when consumers need them, they can see them, buy them, and be willing to buy them, truly completing effective distribution.
**III. Distribution Strategy Is the Key to Success or Failure**
A qualified general never sacrifices soldiers' lives to win a war. An excellent commander is good at choosing the right situation rather than the right people. Therefore, a matching strategy is more likely to achieve distribution success and reflect team execution.
**1. Create Market Momentum to Reduce Distribution Difficulty.**
To facilitate smooth distribution, companies can create momentum in local media before distribution, such as local newspapers, television, outdoor advertising, etc., to attract the attention of outlets. They can also use terminal store posters and banners to create ground-level momentum. Well-funded manufacturers can choose a higher-end hotel to hold a "new product launch meeting" (tasting session), inviting government departments, distributors, and media to expand brand influence. Before distribution, let distributors/terminal merchants taste the new product, creating a good impression and reducing distribution difficulty.
**2. Standardize Promotion Language to Demonstrate Professionalism.**
Unified language and scripts in distribution promotion can highly demonstrate the professional quality of the business, avoiding improvisation and irrelevant talk. For example, introduce the product's features, policies, market operation strategies, and how to help customers sell through. Also, introduce the quality characteristics of the liquor, preferably letting customers taste it on the spot, then explain the base liquor blending, unique craftsmanship, and praise from wine masters.
**3. New Product Distribution Is Absolutely Not Channel Stocking; FMCG Requires More Movement.**
A reasonable distribution quantity can give customers the illusion of rapid product sell-through. In the first round of distribution, one item per SKU can ensure product display needs and guarantee customers have products to sell. Since the quantity is small, the frequency of restocking will be high. Of course, customers will not take the initiative to restock, so the salesperson must do a good job of follow-up maintenance. Generally, the second and third restocking by terminal outlets is the key to successful product launch and a prerequisite for building their sales enthusiasm. For small and medium-sized enterprises, when they cannot invest heavily in advertising/public relations to pull terminal sales, they must find ways to distribute on a cash basis; otherwise, even if products are sold on credit to terminals, it is difficult to achieve sell-through, easily leading to a half-dead market and a dilemma. Cash distribution makes terminal customers take it seriously and is relatively easier to get their active promotion.
**4. Design Activities and Policies That Can Move Customers.**
Many terminal stores sometimes value not your product but the distribution rewards you offer. It is crucial to determine appropriate, novel, and attractive promotional items based on distribution requirements. For example, tiered distribution rewards, purchase rewards, account opening rewards, promotional item support, free products, display rewards, etc., make customers feel they are getting a bargain, making cash distribution relatively easier.
**5. Concentrate Corporate Resources for Point Breakthroughs and Create Demonstrations.**
In key regional markets, choose key terminals for breakthroughs, and use the demonstration effect to drive distribution from point to area. During new product distribution, choose existing old customers or relationship customers for special policy distribution rewards to quickly establish image stores, form a booming atmosphere, set benchmarks, and use the influence of image stores to penetrate surrounding small terminals, achieving the goal of using point activation to drive area distribution and seizing channel resources through effective distribution.
**6. Customer Relationships Are Important; They Come from Diligence and Persistence.**
During distribution, salespeople tend to choose relationship stores and have fear or resistance to unfamiliar stores, or avoid them after one setback, which invisibly loses many effective terminals and fails to expand their existing network, limiting market share. Salespeople must not only fully utilize stores with good relationships as demonstrations and use entered stores to induce unentered ones, but also face difficulties head-on, visit and communicate more, and even help unfamiliar store owners with tasks within their ability to build relationships and enhance customer relationships, such as organizing shelves, cleaning, and suggesting business improvements. Through diligence and persistence, they can move terminals and achieve smooth distribution. Do not lose confidence because of a customer's rejection.
**7. Concentrating Fleets and Personnel to Create Momentum During Distribution Can Impact Terminals.**
When distributing, you can establish a multi-person promotion fleet for team distribution, using the psychology of team warfare and the parade of the distribution fleet to attract terminals and create a sensational effect. During distribution, clearly divide tasks among team members and achieve smooth distribution through coordinated teamwork.
**All of these are based on continuous training, strict planning, summarizing shortcomings, tracking guidance, and continuously solving differences among various terminal outlets to achieve efficient market distribution.**
-END-
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