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Articles by 刘昭
Browse 11 New Distribution articles by 刘昭.
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Qince Liu Zhao: How to Use Digitalization to Cut Costs Without Reducing Efficiency?
At the 5th China FMCG Conference, Qince CEO Liu Zhao delivered a keynote on using digitalization to reduce costs without sacrificing efficiency. He emphasized the importance of fine-grained management of personnel, customers, and expenses, and highlighted the need for data-driven decision-making in a challenging market.
刘昭Qince CEO Liu Zhao: The Digital Implementation Path of B-C Integrated Marketing
It is well known that establishing connections and enhancing stickiness is a necessary process for every brand to bind with consumers, but how to achieve deep binding and realize the conversion path may be a problem that troubles many brands. At the 2023 (8th) China FMCG Innovation Conference, Liu Zhao, CEO of Qince, delivered a speech titled "The Digital Implementation Path of B-C Integrated Marketing." In his view, with the development of digitalization, brand owners will establish true connections with customers in the future, and digital means will be an important booster.
刘昭Liu Zhao of Field 365: Channels Don't Innovate Actively; They Just Respond to Rapid Changes in Consumption Scenarios, People, and Fields
The 6th China FMCG Channel Innovation Conference, hosted by New Distribution, a professional new media platform for FMCG, was grandly held from April 1 to April 3 at Chengdu Agile Howard Johnson Hotel. The event attracted 3,000 industry professionals including distributors, community e-commerce platforms, brand owners, and internet companies from across the country, with a full house and unprecedented scale. On the morning of April 1, at the conference, Mr. Liu Zhao, CEO of Field 365, delivered a keynote speech titled "Channel Innovation in the Era of Data Explosion."
刘昭How Can Brand Owners Build a Self-Controlled Distribution Network?
At the 5th FMCG + Internet Conference hosted by New Distribution, held from March 15-18 in Chengdu, Liu Zhao, founder and CEO of Waiqin365, delivered a keynote speech on March 16. He discussed the distinct roles of distributors and B2B platforms, the importance of brand owners building self-controlled distribution networks, and how digital tools can empower distributors while maintaining brand control.
刘昭Liu Zhao, Founder of Field 365: Power Comes from the Barrel of a Gun; the Market Must Be in Your Own Hands!
This article is a transcript of Liu Zhao's presentation on "New Trends in Consumer Goods Supply Chain" at the FDIC 2018 China FMCG Digital Innovation Conference. From an internet industry perspective, Liu Zhao interprets new changes in the FMCG industry, emphasizing that brand owners must control their own supply chains and markets.
刘昭The Time Has Come for Brand Manufacturers to Enter B2B!
The topic of FMCG B2B has been discussed for over four years, evolving from the first phase of startups entering, to the second phase of traditional distributors and chain retailers, to the third phase of internet giants. The author believes that now is the prime time for a fourth force to enter FMCG B2B: brand manufacturers. Store owners' ordering habits are quietly changing, and manufacturers cannot afford to hand over terminal stores to B2B platforms.
刘昭Exclusive Serial: Offline Sales Secrets of Top Consumer Goods Companies (Part 2)
This episode focuses on a crucial metric in the FMCG industry: 'distribution rate'. It explains why distribution is essential for sales, how top companies collect and analyze distribution data, and the importance of real-time, multi-dimensional reporting for effective management.
刘昭Offline Sales Secrets of Top FMCG Companies (Part 1)
In the FMCG industry, competition is fierce and product differences are minimal, making it hard to distinguish between Pepsi and Coke or various liquors in blind tastings. To stand out, companies rely on product marketing and offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies, starting with the concept of 'channel intensive cultivation' (通路精耕), which involves fine-grained management of all terminal stores and distributors, but requires a scientific management system to implement effectively.
刘昭Field 365 Liu Zhao: In the Internet Era, Improving Efficiency Is the Way for Enterprises to Survive
At the '2016 China FMCG + Internet Summit' held on October 16, Liu Zhao, CEO of Field 365, delivered a keynote speech titled 'The Survival Path for Traditional Enterprises in the Internet Era.' He emphasized that efficiency is the lifeblood of enterprises, yet due to low domestic labor costs, traditional enterprises generally neglect efficiency, leading to problems such as low personnel management efficiency, low order processing efficiency, and low warehousing and logistics efficiency.
刘昭Why Should We Develop Visit Plans for Sales? | Recommendation
In companies we typically engage with, fewer than 30% of sales directors pay attention to sales visit plans, and fewer than 20% actually develop visit plans for their sales teams. Customer visits are among the most critical sales activities and one of the few digitally measurable tasks besides sales performance, making them a top priority in sales management.
刘昭Is Performance Managed or Motivated?
Someone asked me whether performance is achieved through management or motivation. This is an interesting question worth discussing. The answer is that both are indispensable, but the key is knowing when to use each: use management where possible, and use motivation where management cannot measure.
刘昭