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Articles by 朱丹蓬
Browse 6 New Distribution articles by 朱丹蓬.
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Zhu Danpeng: From Challenger to Leader, What Key Steps Did Evergrande Spring Steady on?
When Guangzhou Evergrande won the AFC Champions League in 2013, Evergrande Spring emerged overnight. Over two years, it transformed from a challenger to a leader in China's mineral water market. This article analyzes the key steps it took, including seizing market and policy advantages, innovating with 'one bottle, one code' marketing, and adjusting prices to promote healthy drinking habits.
朱丹蓬Zhu Danpeng: How Can Distributors Avoid Becoming 'Shocked Merchants' When Selecting New Products?
As market economy reforms deepen and competition intensifies, industry segmentation has become inevitable, and innovation across sectors is a defining trend. But is 'new' necessarily 'good'? Ultimately, consumers decide. Looking at the development of China's FMCG industry, the biannual sugar and wine fairs are a microcosm: thousands of new products debut each session, some winning consumer favor, others being rejected or slowly accepted. Thus, distributors—the frontline support for manufacturers—experience mixed fortunes. Why? How can they avoid becoming 'shocked merchants'? The author offers 13 principles based on years of experience.
朱丹蓬10 Development Trends in China's FMCG Industry in 2016
As China's economy undergoes deep transformation, the FMCG market is facing new challenges and opportunities. This article outlines four key memories from 2015 and ten predictions for 2016, covering growth, consolidation, M&A, consumer polarization, food safety, and digital marketing.
朱丹蓬Five Strategies for Precise Operation of Regional Candy Markets During the Off-Season
After the 15th day of the first lunar month, candy sales shift from being a necessity before the Spring Festival to a leisure product, marking the start of a nine-month off-season. To cope with this reality, candy companies should focus on internal improvement. This article proposes five suggestions for industry peers to discuss.
朱丹蓬Nine Disciplines to Break Through Your Sales Bottleneck
With over a decade of sales management experience in the FMCG industry, the author emphasizes that breaking through sales bottlenecks requires mastering nine key disciplines, including market planning, product coverage, channel construction, terminal performance, competitive information analysis, distributor service and management, team execution, career planning, and continuous learning.
朱丹蓬Who Moved My Cheese? Five Factors That Steal Marketers' Execution Power
This article discusses the importance of execution in enterprises and identifies five core factors that affect marketing personnel's execution: sense of mission, recognition, organizational system, performance appraisal, and professional competence. It emphasizes that attitude is more important than ability and suggests ways to improve execution.
朱丹蓬