AUTHOR ARCHIVE
Articles by 陈小龙
Browse 8 New Distribution articles by 陈小龙.
Published articles
8 articles · Page 1 of 1
Five "Military Rules" That Distributors Must Follow When Organizing Their Own Promotions!
In high-margin industries such as automobiles, real estate, and electronics, both distributors and manufacturers have significant profit margins, so either party may unilaterally cut prices or launch promotions without the other's knowledge or consent. For example, Fuji announced a price cut for one of its digital cameras online first, then calculated distributors' inventory and compensated them for the difference. In the food industry, where margins are thinner, distributors organizing their own promotions without manufacturer support must adhere to the following five "military rules." First, proactively report the promotion process and results to the manufacturer...
陈小龙Five Rules for Distributors on Proactive Promotions
In high-margin industries, distributors and manufacturers may independently cut prices or run promotions, but in the food industry with lower margins, distributors organizing their own promotions must follow five key rules: report results to the manufacturer, avoid damaging the manufacturer's feelings, prevent channel conflicts in surrounding markets, secure guarantees from the manufacturer, and focus on key channels.
陈小龙Where Should Grain, Oil, and Condiment Distributors Turn for Transformation?
With over 30 industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathering in Fuzhou, the industry is exploring the path of Internet transformation for the FMCG sector. As the business environment shifts, distributors face increasing pressure from both upstream suppliers and downstream channels, making transformation a critical survival strategy. This article outlines four key transformation directions: downstream terminals, upstream manufacturers, logistics centers, and professional segmentation, with detailed strategies and case studies.
陈小龙5 Key Points for Distributors Running Their Own Promotions Without Manufacturer Support
Promotions are vital for driving consumption and building brand awareness. This article discusses 'proactive promotions' organized by distributors in local markets, distinct from manufacturer-led campaigns. It outlines five critical considerations for distributors conducting promotions without manufacturer support, including reporting results, maintaining good relations, preventing market disruption, and focusing on key channels.
陈小龙4 Steps and 3 Dimensions to Build an Ironclad Marketing Team
Most Chinese enterprises' marketing management is not yet mature. By applying PDCA to marketing management and continuously optimizing each point of the management process, these points—independent yet part of a whole—can undergo qualitative and quantitative changes, elevating management to a higher level and achieving competitive advantage. Success is the result of models, and models are the result of thought; therefore, by consistently using PDCA, even amid drastic changes in the business environment, new and more suitable models will surely be found.
陈小龙One Meter of Shelf Space: The Battle for Comprehensive Shelf Management
This article, originally a work summary from the author's time at Wanweike, the Chinese subsidiary of US meat giant SFD, offers valuable insights for shelf management in the condiment and broader FMCG industries. It was published in the 2004 fourth issue of Sales and Market (Channel Edition) and has remained relevant for over a decade, with readers reporting successful application of its methods.
陈小龙4 Steps and 3 Directions to Double Marketing Performance
Most Chinese companies' marketing management is not yet mature. By applying PDCA to marketing management and continuously optimizing each point of the management process, companies can achieve qualitative and quantitative improvements, leading to a competitive advantage. Success is the result of a model, and a model is the result of thought.
陈小龙How to Achieve Low-Cost Rapid Breakthroughs in FMCG Catering Outlets
Traditional catering channel operations rely on blanket or selective visits to core restaurants. In China, Knorr was among the first to hold chef promotion events, costing 30,000-50,000 yuan each, while a private competitor raised costs to 170,000 yuan per event. As costs rise and effectiveness wanes, a medium-sized condiment company sought a more economical approach, leading to the development of a 'Catering Outlet Sales Activation Plan' using cloud computing and a scratch-card points system, which successfully drove sales and expanded their catering customer base.
陈小龙