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Every day, on the African grasslands, animals engage in life-and-death battles. A lion tells its cub, "Today, you must run faster to catch the swiftest antelope and get the fattest one." An antelope tells its fawn, "Today, you must run faster to avoid being the last and getting killed by the lion."
Survival of the fittest applies in the animal kingdom, and equally in the business world. Every distributor faces pressures from all sides. To survive, develop, and grow, you must be one step ahead of competitors, think ahead, and strategize meticulously to remain invincible.
Over the years, I have dealt with many distributors and encountered numerous confusions: Why is business getting harder? Why is it harder to make money? Some distributors have grown from zero to tens of millions or even hundreds of millions, while others remain stuck at a few million, and some struggle to keep a small storefront. Why such a difference?
"Thinking determines the way out." Whether you can grow and succeed is determined by your mindset, which shapes everything you achieve today.
1. Rely on an Excellent Enterprise Successful distributors must rely on an excellent manufacturing enterprise. There are millions of FMCG manufacturers nationwide, but few have true technology, brand, and sales scale. Excellent manufacturers provide technology, quality products, and sound marketing concepts, creating a favorable business environment. They also offer support in marketing, human resources, finance, and materials, helping distributors grow rapidly.
Thus, relying on an excellent manufacturer is the best foundation for a distributor's success.
2. Brand Concept You must have a brand concept and focus on branded products. Currently, there are few products that sell well and have good consumer reputation. Grabbing a good product means grabbing a "cash cow." Everyone agrees that only a few players truly make money in a market. The 80/20 principle tells us we must be in that 20% of the market, or it will become increasingly difficult.
3. Sell Quality, Create Premium Products I often travel on business, visit clients, and develop markets. When some distributors hear our product price is high, they shake their heads and say it's too expensive to handle. They don't realize why it's expensive. As the saying goes, "You get what you pay for." Our company focuses on quality and premium products. A good product is a good opportunity. We aim to have better quality than others, and offer what others don't. That's the strategy. A good product can even open new sales channels and attract new consumer groups.
4. Forward-Thinking Approach Typically, distributors make demands to manufacturers, such as initial funding, promotional support, and sales policies. Excellent manufacturers can provide these, but not unconditionally. They only offer generous support when they see promise in the distributor. What catches their eye is the distributor's thinking. So when I develop clients, I value their ideas. What is love at first sight? When I developed clients in Liuzhou and Taiyuan, it was our shared philosophy and market approach that truly sealed the deal.
5. Channel is King, Win at the Terminal Whoever controls the channel wins half the battle; whoever conquers consumers succeeds in making money. The current second- and third-tier markets are not yet saturated, and opportunities lie there.
A distributor's determination, perseverance, and commitment to the business are usually proportional to market cultivation. Look at successful distributors in the market; they all exemplify this. Mr. Wu of Yixin Trading is someone I truly admire and learn from.
Entrepreneurial distributors are most favored by manufacturers because they integrate manufacturer and distributor, creating and sharing together.
Every industry and company goes through stages of introduction, growth, maturity, and decline. The small appliance industry is no exception, so we must continuously introduce new products and cultivate our market and consumers. Upgrading and transformation are development issues distributors must face. While competitors are still in price wars, we have already moved to value wars. Leading by one step may keep us ahead continuously.
"How can a sparrow know the ambitions of a swan?" This phrase suits us well, and you never know our next move. It's just that we do one extra thing every day, so we always stay ahead.
The lion on the African plains reminds its cub every morning, just as we remind ourselves: Today, I must run faster to catch the swiftest antelope and get the fattest one.
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About us: WeChat Name: FMCG Distributor Professional Consulting Management Account Intro: 20 years of experience in FMCG distributor operations and management, specializing in distributor internal affairs.
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