---
title: "How to Win the Distribution Campaign? Here Are Some Tips"
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 aroused; without strategy, it is like a headless fly bumping around. This article outlines the four key characteristics of distribution, the three standards to establish, and the strategies that determine success."
author: "朱志明"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-04-25"
language: "en"
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---

# How to Win the Distribution Campaign? Here Are Some Tips

> 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 aroused; without strategy, it is like a headless fly bumping around. This article outlines the four key characteristics of distribution, the three standards to establish, and the strategies that determine 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 aroused; without strategy, it is like a headless fly bumping around.**
**I. Understand the Four Key Characteristics of Distribution**
**Adequate Preparation:**
Any battle fought without preparation or with insufficient preparation often ends in failure. For example, before starting distribution, fully refine the product's selling points and buying points; analyze the market environment and the sales of similar competing products to find the market breakthrough for the new product; thoroughly analyze the network channels and choose the easiest and most matching channels; design the profit margin and price system; make a distribution plan, choose the distribution time, determine the distribution quantity, train salespeople, determine the execution personnel and delivery vehicles, design sales staff salaries, allowances, commissions, and even development rewards, etc.
**Short Timeframe:**
Without a time node, the distribution campaign can easily fall into a loose state with no progress and no pressure, making it difficult to achieve results. Generally, the market is required to complete the initial distribution task within 50 days. Usually, through three waves of distribution campaigns, 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, completing another 10%; the remaining 15% are the "nail households" (stubborn stores), which need to be maintained and developed later.
**Fast Speed:**
Concentrate superior manpower, material resources, and financial resources to achieve efficient and rapid market development in one go, completing distribution goals. To solve the problem of efficient distribution, many companies sometimes transfer personnel from other markets to form a "distribution commando team" to assist. In short, quickly completing distribution is a prerequisite for product launch.
**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 lose 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 methods such as vehicle sales, market assault teams, display exchange, and free tasting is more likely to succeed. Many companies tend to adopt the mature product "visit-sell separation" model during the distribution stage, which not only has poor results and low closing 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 explosive resonance, or create a shocking market effect.
**Establish a Distribution Management System**
Clarify the distribution area, routes, terminal types, and terminal quantities; clarify the person responsible for distribution; standardize distribution standards and requirements. Formulate specific reward and punishment rules for distribution and strictly implement them to achieve the daily, standardized, and institutionalized distribution work. Execute according to the distribution plan, requiring the distribution team to hold a morning meeting every day 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.
**Standardize Product Display Standards.**
Good display and vividness not only stimulate consumers' eyes but also create market momentum, allowing consumers and terminal customers to feel the active atmosphere of the new product. Therefore, clarify product display requirements, maximize and enliven product displays, and make the product "shine" in the "first" line of sight.
**Implement One-Stop Service for Distributed Products.**
Adhering to the principle of "whoever distributes benefits, whoever distributes is responsible," assign responsibility to individuals and "stick to the end." Strictly delineate areas, requiring 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." Salespeople 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, make the product effectively connect with the market, so that when consumers need it, they can see it, buy it, and be willing to buy it, 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.
**Create Market Momentum to Reduce Distribution Difficulty.**
To facilitate smooth distribution, companies can create momentum in local media before distribution, such as local newspapers, TV, outdoor advertising, etc., to attract the attention of outlets. They can also use posters and banners outside terminal stores to create ground momentum. Manufacturers with strength can choose a higher-end hotel to hold a "new product launch meeting" (tasting session), inviting government functional departments, distributors, and media to expand brand influence.
**Standardize Promotion Language in Distribution to Show Professionalism.**
Unified language and scripts in distribution promotion can highly demonstrate the professional quality of the business and avoid improvisation and off-topic 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 asking customers to taste it on the spot, then introduce the base liquor used, the unique process, and the praise from wine masters, etc.
**New Product Distribution Is Definitely Not Channel Stocking; FMCG Requires More Movement.**
A reasonable distribution quantity can give customers the illusion that the product is selling quickly. In the first round of distribution, one item per store can ensure both product display needs and product sales. 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 and public relations to pull terminal sales, they must find ways to distribute on a cash basis. Cash distribution makes it easier to gain the attention of terminal customers and relatively easier to get their recommendation.
**Design Activity Formats and Policies That Can Move Customers.**
Many terminal stores sometimes care less about your product and more about the distribution rewards. It is crucial to determine appropriate, novel, and attractive promotional items according to distribution requirements. For example, tiered distribution rewards, purchase rewards, account opening rewards, promotional item support, free products, display rewards, etc., making customers feel they are getting a bargain, which relatively makes cash distribution easier.
**Concentrate Enterprise Resources for Point Breakthroughs and Create Demonstrations.**
In key regional markets, choose key terminals for breakthrough, 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 sales atmosphere, set benchmarks, and use the influence of image stores to penetrate surrounding small terminals, achieving the purpose of using point activation to drive area distribution, and using effective distribution to seize channel resources.
**Customer Relationships Are Very Important; They Come from Diligence and Persistence.**
During distribution, salespeople tend to choose stores with good relationships and have fear and resistance to unfamiliar stores, or avoid them after one setback, which invisibly loses many effective terminals. Salespeople must not only fully seize stores with good relationships as demonstrations and use entered stores to induce unentered stores, 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 how to operate. Through the salesperson's diligence and persistence, they can move terminals and achieve smooth distribution. Do not lose confidence because of a customer's rejection.
**Concentrating Vehicle 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 collaborative teamwork.
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