--- title: "Three Moves for Market Launch: Dealer Lao Chen's New Product Show!" description: "Lao Chen, a veteran beverage dealer in Nanchang, Jiangxi, seizes the opportunity to distribute a new functional drink from Company C. He uses a three-step strategy—product tasting event, focused distribution, and market tour—to create buzz, build a successful sample market, and achieve a record-high distribution rate, securing the full distribution contract." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2017-09-22" language: "en" canonical: "https://xinjignxiao.com/en/articles/three-moves-for-market-launch-dealer-lao-chen-s-new-product-show-575760fd/" markdown: "https://xinjignxiao.com/en/articles/three-moves-for-market-launch-dealer-lao-chen-s-new-product-show-575760fd.md" original_source: "https://mp.weixin.qq.com/s/2tAB-jidYlHE0BUoozy_ew" translation: "https://xinjignxiao.com/zh/articles/%E9%93%BA%E5%B8%82%E4%B8%89%E6%9D%BF%E6%96%A7-%E7%BB%8F%E9%94%80%E5%95%86%E8%80%81%E9%99%88%E7%9A%84%E6%96%B0%E5%93%81%E7%9C%9F%E4%BA%BA%E7%A7%80-575760fd.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/three-moves-for-market-launch-dealer-lao-chen-s-new-product-show-575760fd/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Three Moves for Market Launch: Dealer Lao Chen's New Product Show! > Lao Chen, a veteran beverage dealer in Nanchang, Jiangxi, seizes the opportunity to distribute a new functional drink from Company C. He uses a three-step strategy—product tasting event, focused distribution, and market tour—to create buzz, build a successful sample market, and achieve a record-high distribution rate, securing the full distribution contract. **Background** Lao Chen, a dealer in Nanchang, Jiangxi, is a veteran in the beverage business. His company, established over a decade ago, primarily operates in traditional distribution channels. Through years of market operations and development, he has accumulated a large number of secondary wholesalers and an extensive distribution network. In the first half of this year, Lao Chen received two important pieces of news: first, a well-known food and beverage company C (hereinafter referred to as "Company C") was about to launch a functional drink. Lao Chen knew Company C well; given its history of high marketing investment and high product success rates, this product was bound to be a rising star in the functional drink category. Second, Company C's traditional distribution dealer in Nanchang was suffering heavy losses due to poor management, and their contract with Company C was about to expire. Upon hearing this, Lao Chen felt an uncontrollable excitement and decided to secure the distribution rights for this beverage in Nanchang. With his mind made up, Lao Chen immediately contacted Company C's branch in Nanchang. After several rounds of negotiations, leveraging his detailed terminal and secondary wholesaler data, professional market analysis, and extensive distribution network, he successfully outcompeted other contenders and got the chance for a "trial." If the initial market launch succeeded, he would immediately sign the contract. Thus, Lao Chen's "new product launch show" was about to begin. **Launch** Hosting a Tasting Event to Generate Buzz Soon, the first order of 800 cases of the beverage arrived. Lao Chen did not rush to distribute. Instead, based on the company's data on secondary wholesalers, he selected a group of qualified ones and contacted Company C's office to hold a new product tasting event. At the start of the meeting, they played the advertisement sample and terminal display renderings of Company C's functional drink. After that, Company C's market representative gave an overall analysis of this year's functional drink market, followed by a detailed market analysis of the product. Then, a unified taste test was conducted comparing this functional drink with others on the market. By this point, the secondary wholesalers had a deeper understanding of the product. Then, Lao Chen took the stage, showcasing his oratory skills, and provided a professional analysis and description of the local market characteristics, consumer habits, and the product's profit potential. By this point in the tasting event, the secondary wholesalers were likely eager, seeing great market prospects for the product. As expected, after the meeting, the wholesalers eagerly inquired about the purchase incentive policies, as no one wanted to miss a money-making opportunity. However, Lao Chen was well aware that secondary wholesalers generally have low loyalty and often share in the good times but not the bad. If the product's market feedback was poor, they would quickly switch sides. Moreover, in traditional channels, new products have weak vitality, and product tier and vitality are inversely proportional in the market. Therefore, a new product entering the market needs careful nurturing from the dealer to survive. But dealers have limited resources, so they need to leverage the power of secondary wholesalers. Yet, secondary wholesalers won't believe in the product's vitality without seeing tangible returns. Thus, the tasting event was just to generate buzz and pique their interest. **Action** Focused Distribution to Create a Terminal Model After the tasting event, Lao Chen gathered the participating secondary wholesalers in a room to announce a market distribution plan. The plan was not to cover all areas but to focus on three key routes for concentrated distribution. At this point, Lao Chen said sincerely, "This distribution plan is also to be responsible for you bosses. The product is good, but consumer recognition may not be high. If the trial sales go well, then we can do a large-scale distribution later, avoiding risks and overstocking for everyone." Upon hearing this, the wholesalers agreed and pledged full support to Lao Chen. With this, the first phase of Lao Chen's buzz-building came to a perfect end. Next was the second phase. A week later, following the distribution plan, Lao Chen, together with the secondary wholesalers, including himself, pooled human and material resources and began planned, concentrated distribution along the three routes. First, they had to secure the key large terminals, which had good display effects and were conducive to creating a hot-selling atmosphere. Second, they targeted terminals with good relationships, leveraging these to maximize promotional displays. Finally, they needed to tackle harder-to-enter terminals; with the groundwork from the first two steps, these remaining terminals would be like fish in a barrel. Due to the concentration of resources, high-density distribution was achieved in a very short time. With the manufacturer's personnel following up, the vivid displays and promotional materials quickly met the manufacturer's standards. In no time, a hot-selling atmosphere for the functional drink was created, successfully establishing a model market. Thanks to the rapid distribution and excellent displays, good results soon followed, with product turnover reaching a decent level—a first victory. **Review** Market Tour and Order Boom The focused distribution on the three routes worked well, creating a solid model market. At this point, Company C urged Lao Chen to strike while the iron was hot and do a full-scale distribution. But Lao Chen had his own plans; he told Company C not to rush, as they needed to add the finishing touch. Subsequently, Lao Chen held another on-site meeting, gathering the secondary wholesalers who had attended the tasting event. This time, instead of going to a hotel, he arranged several vehicles to take them to the model market for inspection, allowing the wholesalers to see the terminal displays firsthand and understand the product's sales situation. Using facts, he demonstrated the functional drink's strong vitality, once again generating buzz for the product. After the market tour, they returned to the hotel for a meeting. At the start, Company C's representative analyzed the sales and terminal feedback from the three routes. Then, the secondary wholesalers involved in the concentrated distribution shared their promotion experiences and discussed existing problems. Company C's business supervisor and Lao Chen provided on-the-spot answers and solutions to these issues. This approach made the wholesalers deeply feel the manufacturer's sincerity and confidence in the functional drink. By this point, the wholesalers had a new understanding of the product. Facts speak louder than words; they must have believed the new product had great market prospects. At the end of the meeting, Lao Chen announced the purchase and display incentive policies, triggering an order boom and launching full-scale distribution. A month later, the terminal distribution rate for the functional drink exceeded 85%, setting a new record for all Company C products in Nanchang's urban area. Channel terminals gained immense confidence in the product, leading to key recommendations during sales. Within just one month, sales exceeded Company C's original target. Lao Chen's successful launch of the functional drink earned unanimous recognition from Company C, and he immediately signed the full distribution contract. With this, the "new product launch show" came to a perfect end. **The 3rd (CFIC) China FMCG + Internet Conference** will be held in Chongqing in November 2017. The conference will closely revolve around the theme "New Forces, New Ecology," inviting **1,000+ dealers, 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"** > > > > > * **Case sharing of excellent dealers undergoing transformation and upgrading** > > > > > * **Upgraded conference + exhibition, with Hall 6's Internet Technology Exhibition strengthening connections** > > > > > * **Leaders from Alibaba Retail Link, Puhua Finance, Eternal Asia Supply Chain, Best Store Plus, Yi Jiu Pi, and Hdwell, among other well-known enterprises in various fields, will deliver speeches presenting pioneering viewpoints.** > **Registration is now open. Long press the QR code below or click "Read Original" to register.** Add friend with note "Conference Registration" Click the links 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