--- title: "Offline Sales Secrets of Top FMCG Companies (Part 1)" description: "In the FMCG industry, competition is fierce and product differences are minimal, making it hard to distinguish between Pepsi and Coke or various liquors in blind tastings. To stand out, companies rely on product marketing and offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies, starting with the concept of 'channel intensive cultivation' (通路精耕), which involves fine-grained management of all terminal stores and distributors, but requires a scientific management system to implement effectively." author: "刘昭" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2017-11-22" language: "en" canonical: "https://xinjignxiao.com/en/articles/offline-sales-secrets-of-top-fmcg-companies-part-1-cbc820e5/" markdown: "https://xinjignxiao.com/en/articles/offline-sales-secrets-of-top-fmcg-companies-part-1-cbc820e5.md" original_source: "https://mp.weixin.qq.com/s/xJsFcoYxN4DHedtsel-BJQ" translation: "https://xinjignxiao.com/zh/articles/%E9%A1%B6%E5%B0%96%E6%B6%88%E8%B4%B9%E5%93%81%E5%85%AC%E5%8F%B8%E7%9A%84%E7%BA%BF%E4%B8%8B%E9%94%80%E5%94%AE%E7%A7%98%E7%B1%8D-%E7%AC%AC%E4%B8%80%E9%9B%86-cbc820e5.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/offline-sales-secrets-of-top-fmcg-companies-part-1-cbc820e5/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Offline Sales Secrets of Top FMCG Companies (Part 1) > In the FMCG industry, competition is fierce and product differences are minimal, making it hard to distinguish between Pepsi and Coke or various liquors in blind tastings. To stand out, companies rely on product marketing and offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies, starting with the concept of 'channel intensive cultivation' (通路精耕), which involves fine-grained management of all terminal stores and distributors, but requires a scientific management system to implement effectively. The FMCG industry is highly competitive, and product differences are minimal. For example, it's hard to tell the taste difference between Pepsi and Coca-Cola, and various liquors are also difficult to distinguish in blind tastings. Therefore, to stand out in the competition, one relies on product marketing, and the other is offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies to share with everyone. **Channel Intensive Cultivation** – Almost everyone knows this term, which means fine-grained operation of all terminal stores and distributors in offline sales. But it's easier said than done; without a scientific management system, it's hard to achieve. **How top FMCG companies do it:** **First**, assign all customers to specific people, starting by region and then fixing to individuals. That is, **clarify the connection between each salesperson and each customer**. This is also known as 'assigning people' (定人) in the 'six determinations' often mentioned in the FMCG industry. **Second**, **group these customers, with the principle that each group matches the day for visits**. This grouping is also called route grouping, because a group of customers usually lies on a smooth visit route. Common grouping methods include Monday group (customers to visit on Monday), Tuesday group (customers to visit on Tuesday), Wednesday group, Thursday group, Friday group, etc. This is also the 'route determination' (定线) in the 'six determinations'. **The benefit of this setup is ensuring every customer is assigned to a group, so no one is missed during visits.** Everyone knows that salespeople tend to visit big stores and skip small ones, missing many opportunities. Another benefit is that each store owner will get used to the routine of your sales rep visiting on a specific day of the week, forming a habit. Someone might ask, what if it rains heavily on Tuesday? Simple: swap Tuesday's route with Saturday's route to ensure no route is missed. Another question: what if a salesperson develops a new store? Also simple: just add the store to a group, in other words, ensure all customers are in groups. If the area is too large, especially in townships where some customers don't need weekly visits, you can set up AB routes. For example, both are Monday routes: Monday A route visits on odd weeks, Monday B route visits on even weeks. Also, if some stores are small and don't need weekly visits, Field 365 allows you to set visit frequency in route settings, so the store can appear on the Wednesday route every two weeks. **Third**, monitor visit metrics. Data-driven management is a high-level skill for enterprises. For visits, the first thing to focus on is visit coverage rate, to see how many customers are covered and how many are missed. You can count by department or by person, making it clear who is doing well and who isn't. Click on uncovered customers to see customers not visited for a long time in each department. Sales reps and supervisors can also check on their phones the long-unvisited customers under their responsibility, as shown below. Besides visit coverage and long-unvisited customers, what other visit metrics need to be assessed? Field 365 lists them all, viewable on the phone. Among them, the transaction rate means how many visits generate orders, and the activity rate means how many visited stores generate orders. Long-term inactive invalid customers (e.g., closed stores) can be removed from routes. Additionally, some top FMCG companies focus on metrics like average time in store and daily average time in store, which Field 365's reporting system can provide, and you can view them on your phone. **For offline sales, visits are the mother of transactions. It's easy to say it's just a visit, but if you can scientifically plan, accurately track, identify problems, and improve, you'll be close to top companies.** **Offline sales secrets of top FMCG companies, we'll continue in the next episode...** -END- --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671