--- title: "Sales Up 107%: How He Masters Niulanshan!" description: "During the slow summer months of June, July, and August, liquor companies and distributors often slack off. However, one distributor, Nanjing Caizi Commerce, actively conducted a themed training event to prepare for the off-season, achieving a 107% year-on-year sales increase by June. Their success stems from a flat distribution structure, a three-dimensional sales growth model, building a sustainable team, and strong manufacturer-distributor collaboration." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2017-09-24" language: "en" canonical: "https://xinjignxiao.com/en/articles/sales-up-107-how-he-masters-niulanshan-71daf5f2/" markdown: "https://xinjignxiao.com/en/articles/sales-up-107-how-he-masters-niulanshan-71daf5f2.md" original_source: "https://mp.weixin.qq.com/s/1tmy5NXryg6otnRRio8cOQ" translation: "https://xinjignxiao.com/zh/articles/%E9%94%80%E9%87%8F%E5%A2%9E%E9%95%BF107-%E7%9C%8B%E4%BB%96%E5%A6%82%E4%BD%95%E7%8E%A9%E8%BD%AC%E7%89%9B%E6%A0%8F%E5%B1%B1-71daf5f2.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/sales-up-107-how-he-masters-niulanshan-71daf5f2/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Sales Up 107%: How He Masters Niulanshan! > During the slow summer months of June, July, and August, liquor companies and distributors often slack off. However, one distributor, Nanjing Caizi Commerce, actively conducted a themed training event to prepare for the off-season, achieving a 107% year-on-year sales increase by June. Their success stems from a flat distribution structure, a three-dimensional sales growth model, building a sustainable team, and strong manufacturer-distributor collaboration. June, July, and August are the three months when liquor companies and distributors have the least to do. Distributors often appear listless, lacking the passion and boldness they show during the two major festivals and year-end sales pushes. Instead, they go through each day without energy, even failing to perform basic market maintenance, simply waiting for the Mid-Autumn Festival in September. Success never comes by shortcuts. During this sluggish off-season, one distributor actively organized a themed training event titled "Moving Summer, Another Season" for Niulanshan distributors, summarizing spring work and planning summer tasks. By doing their homework during the off-season, they laid a solid market foundation for the upcoming "golden time." Zhu Guorong, General Manager of Nanjing Caizi Commerce From General Manager Zhu's summary report, we see that Nanjing Caizi Commerce achieved a strong start in this year's "Spring Growth" campaign, with a year-on-year increase of 82% and a quarter-on-quarter increase of 45%, laying a solid foundation for the goal of 36 counties reaching the ten-million-yuan market level. As of June this year, Nanjing Caizi Commerce's sales increased by 107% compared to the same period last year. What is the secret behind such impressive sales performance? Flat Distribution Structure with a People-Centric Approach "To get rich, build roads first." During the off-season, it's essential to build the team and distributor network. As the market becomes more refined and the zero-point and catering channels are segmented, expanding from cities to rural areas, these two "infrastructure" elements are indispensable. Nanjing Caizi Commerce sets up distributors based on road and street boundaries to meet network distribution needs, establishing a business flow that directly controls terminals and a flat distribution structure of "one store, one distributor, one person." Three-Dimensional Sales Growth Model **Any sales growth comes from three aspects: more outlets, more product varieties, and a broader consumer base.** Under this solid framework, Nanjing Caizi Commerce established a "three-dimensional sales growth model" for guiding and checking the market. Through high-density distribution, they launched the "Spring Growth Action" during the off-season to capture village stores and normalized night operations to tap into night market food stalls and BBQ restaurants, accumulating a total of 120,000 terminal outlets. Summer marketing requires deep knowledge. Accumulating in the off-season and releasing in the peak season is Nanjing Caizi's years of experience in operating Niulanshan liquor. It's also a strategy to gain competitive advantage through "dislocation." It's the key season for accumulating performance throughout the four seasons! In summer, when the "marketing power" of liquor generally drops significantly, how to maintain market influence, terminal customer relations, and team combat effectiveness are the key points of "summer nurturing" marketing. Building a Sustainable Team Under a big single product, teams often hide laziness behind sales figures. New products that require more explanation, time-consuming replenishment orders, and labor-intensive terminal atmosphere building are forgotten and abandoned, and fighting spirit wanes. General Manager Zhu of Nanjing Caizi Commerce emphasized: **The distillery does not allow us to just sell aged liquor for profit and neglect the regional development of the Niulanshan brand!** The big single product allows us to afford a team and create market atmosphere. We should take this opportunity to promote the long-term sustainable development of the Niulanshan brand and help everyone grow their own businesses bigger, stronger, and longer! Today, when we have the ability to cultivate, what long-term partners should we seek for the future? This process is about building a sustainable team! A sustainable team no longer seeks rewards based solely on sales volume, nor does it judge heroes by sales figures. The essence of salespeople and distributors is to put products on shelves, so our management of both salespeople and distributors emphasizes process over results. Happy selling, happy cooperation, returning to the small things like fixed routes, displays, and promotions, pursuing expansion, the joy of surpassing colleagues, and the self-fulfillment of "whoever develops, benefits." In this world, ready-made pies are becoming fewer. Business is still determined by the market. Evasion and delay often miss market opportunities. Blind radicalism and random projects disperse capital, manpower, and efficiency, reducing competitiveness. Little do they know that one year of cultivation and growth of Niulanshan liquor can equal the introduction of several new brands! Manufacturer-Distributor Synergy for Mutual Progress The nationwide development of Niulanshan Distillery is thriving. Niulanshan liquor meets consumer demand in quality, and the distillery provides guidance and support. Products are localized, and operations are localized. Only through manufacturer-distributor synergy can we jointly promote and grow. With the arrival of consumption upgrades, the market atmosphere for boxed liquor has greatly improved. In the future, we will leverage our personnel and channel advantages to increase the cultivation of boxed liquor and upgrade product operation models. Source: Wine Talk **The 3rd (CFIC) China FMCG + Internet Conference** will be held in Chongqing in November 2017. The conference will closely focus on the theme "New Forces, New Ecology," inviting **1,000+ distributors, 500+ brand owners, 200+ B2B platform founders, and 100+ investment and financing institutions** to jointly explore a new chapter of cross-industry integration! **Core topics of this conference:** > * How can the FMCG industry leverage B2B to achieve new growth opportunities? > > * How should the new supply chain behind new retail be built? > > * How can intra-city logistics help B2B achieve leapfrog development? **Highlights of this conference:** > * The industry's first "2017 China FMCG B2B Industry Competitiveness White Paper" > > * Sharing of excellent cases of distributors' transformation and upgrading > > * Conference + exhibition upgrade: Hall 6 Internet Technology Exhibition strengthens connections > > * Leaders from well-known enterprises such as Alibaba Retail Link, ProLogis Finance, Eternal Asia Supply Chain, Best Store Plus, Yijiupai, and Haiding will deliver speeches and share pioneering views. **Registration is now open. Long press the QR code below or click "Read Original" to register.** Add friend with note "Conference Registration" Click the link below to review the highlights of the 1st and 2nd FMCG + Internet Conferences: [2016 "FMCG + Internet" Summit Forum]() -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