---
title: "Practical Case: Build Distribution, Organize Teams, Set Standards, Execute Well – A Step-by-Step Guide to Covering 11 Townships in 20 Days!"
description: "Distribution, also known as market coverage, is a series of processes to persuade retail terminals to stock a company's or distributor's products, and is a collaborative activity between companies and distributors (or distributors and sub-distributors) to open markets in the short term. It is the most direct and effective method for introducing new products, occupying terminal channels, and increasing market coverage, and is an important foundation for rapid market launch. Typically, distribution campaigns have three characteristics: short duration (county-level township markets can be covered in 20-30 days), high speed (requiring concentrated human, material, and financial resources for efficient and rapid market development), and multiple methods (using distribution突击 teams, free tastings, prize giveaways, etc.)."
author: "徐涛"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-01-13"
categories: "Dealer Operations, Distribution & Channels"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ej0V25hpOcu3LKMbN9bBNg"
translation: "https://xinjignxiao.com/zh/articles/%E5%AE%9E%E6%88%98%E6%A1%88%E4%BE%8B-%E5%BB%BA%E5%88%86%E9%94%80-%E7%BB%84%E9%98%9F%E4%BC%8D-%E6%90%9E%E6%A0%87%E5%87%86-%E7%8E%A9%E6%89%A7%E8%A1%8C-%E6%89%8B%E6%8A%8A%E6%89%8B%E6%95%99%E4%BD%A020%E5%A4%A9%E9%93%BA11%E4%B8%AA%E4%B9%A1%E9%95%87-997ba571.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/practical-case-build-distribution-organize-teams-set-standards-execute-w-997ba571/"
citation: "徐涛. “Practical Case: Build Distribution, Organize Teams, Set Standards, Execute Well – A Step-by-Step Guide to Covering 11 Townships in 20 Days!.” New Distribution, 2018-01-13. https://xinjignxiao.com/en/articles/practical-case-build-distribution-organize-teams-set-standards-execute-w-997ba571/"
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---

# Practical Case: Build Distribution, Organize Teams, Set Standards, Execute Well – A Step-by-Step Guide to Covering 11 Townships in 20 Days!

> Distribution, also known as market coverage, is a series of processes to persuade retail terminals to stock a company's or distributor's products, and is a collaborative activity between companies and distributors (or distributors and sub-distributors) to open markets in the short term. It is the most direct and effective method for introducing new products, occupying terminal channels, and increasing market coverage, and is an important foundation for rapid market launch. Typically, distribution campaigns have three characteristics: short duration (county-level township markets can be covered in 20-30 days), high speed (requiring concentrated human, material, and financial resources for efficient and rapid market development), and multiple methods (using distribution突击 teams, free tastings, prize giveaways, etc.).

Distribution, also known as market coverage, is a series of processes to persuade retail terminals to stock a company's or distributor's products, and is a collaborative activity between companies and distributors (or distributors and sub-distributors) to open markets in the short term. It is the most direct and effective method for introducing new products, occupying terminal channels, and increasing market coverage, and is an important foundation for rapid market launch. Typically, distribution campaigns have three characteristics: first, short duration (county-level township markets can be covered in 20-30 days); second, high speed (requiring companies and distributors to concentrate superior human, material, and financial resources for efficient and rapid market development); third, multiple methods (during distribution, companies or distributors use distribution突击 teams {concentrated negotiation, material display, and image promotion}, free tastings, prize giveaways, and other methods to develop the market).

**Below, the author shares a practical example of a "bare-bottle" liquor product distribution in townships of a county-level market in Hebei. This article focuses on the execution path and standardized implementation strategies for township market distribution.**

**1. Build Distribution: One Township, One Customer; Prioritize Key Areas**

**1.1 One Township, One Customer Strategy:** A certain county-level market has 7 towns and 4 townships (Zhaozhou Town, Beiwangli Town, Xinzhai Dian Town, Hancun Town, Nanbaishe Town, Fanzhuang Town, Shahedian Town, Qiandazhang Township, Xiezhuang Township, Wangxizhang, and Gaocun Township). Based on township characteristics and distributor coverage and capabilities, the market was divided into 8 distributor areas (with Xiezhuang, Zhaozhou, and Qiandazhang incorporated into other markets), with one distributor per township as per actual conditions.

**1.2 Key Customer Focus Strategy:** Fanzhuang Town is east of the county seat, and Shahedian Town is west. These two townships have wide areas, large populations, strong consumption, high economic levels, and robust distributor networks and capabilities. After analysis by the manufacturer and distributor, these two townships were designated as key townships, with a strategic direction to concentrate resources on developing them first.

**2. Organize Teams: Manufacturer-Distributor Joint Distribution突击 Team, Forming a "Dedicated Personnel, Dedicated Routes, Dedicated Focus, Dedicated Assessment" Team**

**2.1 Purpose of the Joint Distribution突击 Team:** First, the core purpose is to use organizational focus to achieve negotiation breakthroughs in terminal distribution, helping distributors break through and stir up market distribution. Second, it is to promote the team's image convoy; the convoy serves as a promotional form and visual point for brand publicity, creating a continuous impact and achieving brand communication linkage during township distribution. Third, another purpose is to achieve a one-time breakthrough in terminal image building through comprehensive terminal material display, thereby achieving efficient market infrastructure construction in a short time.

**2.2 Team Structure Design:** For rapid distribution and healthy market development, a professional and stable sales team is essential. Given the actual situation of the county and township market, the manufacturer and distributor decided after in-depth communication to form a joint distribution突击 team with a 2:1 personnel ratio. The distillery invested 4 salespeople and 4 vehicles for the initial market distribution, while the distributor invested 2 salespeople and 2 vehicles. This formed 2 distribution groups, each with 3 vehicles and 3 people, with clear division of labor.

**Responsibilities:**
1. The team leader is the distributor's owner, responsible for overall coordination with township distributors, arranging distribution schedules in advance, and coordinating the entire team.
2. Group leaders are manufacturer personnel, selected for strong communication, negotiation, and organizational skills. They are responsible for overall daily arrangements and coordination, with the core task of one-on-one negotiation with retail terminals.
3. Township distributors are mainly responsible for guiding distribution routes, assisting group leaders in negotiations with retail customers, and collecting payment for distributed products.
4. Distributor salespeople and one manufacturer salesperson are mainly responsible for placing promotional materials (POP, banners, price tags, film wraps, displays) and loading/unloading goods.

**2.3 "Four Dedications" Implementation Strategy**
- Dedicated Personnel: Assign fixed personnel and avoid frequent changes. Once group leaders and members are confirmed, they should not be easily changed. This ensures effective distribution execution through dedicated responsibility.
- Dedicated Routes: Fix a specific area or route; don't change locations frequently. Based on market and distributor conditions, the manufacturer and distributor communicated to divide areas and plan routes as follows.
- Dedicated Focus: Fully commit and provide good service. Distribution team members should focus on serving distributor and terminal customers, executing their assigned tasks.
- Dedicated Assessment: Implement special assessments for the "distribution" task during the new product launch phase, with salary and reward plans. After negotiation, the manufacturer and distributor decided that rewards would be paid by the distributor, while penalties would be assessed by both parties on their respective personnel. Specific standards are as follows:
  - Key Township Coverage Rewards/Penalties: After the two teams complete distribution in the two key townships (Fanzhuang and Shahedian), the distributor owner will spot-check coverage rates. For townships with coverage exceeding 80% (including 80%), the group receives a 2,000 yuan reward. For townships with coverage below 70%, the group is fined 1,000 yuan. The leading group leader is also subject to these rewards/penalties.
  - Other Township Coverage Rewards/Penalties: After the two teams complete distribution in other townships, the distributor owner will spot-check coverage rates. For townships with coverage exceeding 60% (including 60%), the group receives a 1,000 yuan reward. For townships with coverage below 50%, the group is fined 500 yuan. The leading group leader is also subject to these rewards/penalties.
  - First-Round Distribution Special Rewards: During distribution, for terminal stores paying in cash, the distributor rewards the entire group 1 yuan per case distributed. If a group distributes over 100 cases in cash per day, the reward is 2 yuan per case; for over 100 cases, it is calculated at 2 yuan per case.
  - PK Incentive System between the two groups: Using distribution quantity as the assessment target, PK daily, summarize every 3 days, and compare the actual distribution quantities of each group over three days. The group with higher quantity receives a 50 yuan cash reward per member from the distributor, while the lower group receives spiritual encouragement.

**The distributor reports the first-round distribution special rewards daily based on the actual quantity distributed that day; the coverage rate of the target area and the total PK distribution quantity of the two groups are announced three days after the completion of each area's突击 distribution work.**

**3. Set Standards: Terminal Construction "1660" Standard + Terminal Vividness "114" Standard + Daily Management "137" Standard**
- Terminal Construction "1660" Standard: Create 1 core model store per village; 6 core model stores per township; and 60 core model stores in the county seat.
- Terminal Vividness "114" Standard: Each terminal displays 1 group of product displays; each terminal displays 1 group of stacked boxes; each terminal hangs at least 4 promotional materials (banners, POP, price tags, film wraps, etc.).
- Daily Management "137" Standard: Hold 1 summary meeting every morning to compare the development of the two groups in townships, summarize problems and solutions encountered during distribution, and arrange the day's specific work and goals; hold 1 PK meeting every 3 days to announce PK results and award PK rewards; publish a township market distribution progress table every 7 days so that each group member is clear about the progress of each group.

**The key terminal construction "1660" standard is a refined operation based on the county-level market as a whole. The purpose is to drive the entire market through the development of core township and county terminals, leveraging sales, atmosphere, customer relations, and regional influence. The terminal vividness "114" standard focuses on creating a standardized brand atmosphere around core terminal construction, aiming to build overall brand atmosphere through vivid packaging of target terminals. The daily management "137" standard creates a positive competitive atmosphere of "compare, learn, catch up, help, and surpass" within the team.**

**4. Execute Well: Seven Steps for Township Distribution**
The above are the overall practical actions and strategic standards for developing a county-level township market in Hebei. By establishing a distribution突击 team model, the market completed township distribution in 20 days, actually distributing 3,500 cases. **Of course, the core success of county-level township market distribution depends on a product that matches the township market, a distribution activity policy that matches village-level retail terminals, and a distributor with a township distribution network.**

Source: Jiuyejia (ID: jiuyejia360)
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## Citation metadata

- Publisher: New Distribution
- Author: 徐涛
- Published: 2018-01-13
- Canonical: https://xinjignxiao.com/en/articles/practical-case-build-distribution-organize-teams-set-standards-execute-w-997ba571/
- Original source: https://mp.weixin.qq.com/s/ej0V25hpOcu3LKMbN9bBNg

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