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Articles by 谭长春
Browse 68 New Distribution articles by 谭长春.
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68 articles · Page 1 of 3
Sales Representatives: Are They Really Crushing Distributors?
This article discusses whether sales representatives should push inventory onto distributors, arguing that excessive pressure can crush distributors and damage the entire channel. It emphasizes the importance of sell-out over sell-in and shares a Coca-Cola example where the company avoided overloading distributors by renting a warehouse to meet sales targets.
谭长春7 Reasons Why Distributors Have No Profits: Are You One of Them?
This article explores the seven main reasons why distributors fail to make reasonable profits despite hard work throughout the year. It emphasizes the importance of financial knowledge, management skills, and strategic thinking to avoid profit erosion.
谭长春Will Yili Succeed in the Water Business?
The bottled water market still has room for growth. According to reports, China's bottled water market reached 137.9 billion yuan in 2016, with retail volume of 42.064 billion liters. In 2017, sales revenue of the bottled water manufacturing industry approached 150 billion yuan, with net profits exceeding 16 billion yuan. Research institutions predict that by 2018, sales revenue will reach 153.9 billion yuan, and by 2020, it will approach 200 billion yuan. In recent years, the retail volume of China's bottled water industry has maintained a growth rate of over 10%.
谭长春Salespeople: Are They Really Crushing Distributors?
This article discusses whether salespeople should force inventory on distributors, arguing that excessive pressure can destroy partnerships and the distribution channel. It uses Coca-Cola's example of avoiding such practices to maintain healthy relationships.
谭长春Reflections on Digital Yili for Consumer Goods Companies
In September 2019, Yili launched its 'Huntianyi' system, which uses digital analysis to predict market trends and assist in retail network planning. Internally, Yili also developed an MES system to build a digital factory, achieving refined, transparent, and efficient management. This shows Yili's early planning and action for the digital era, offering insights for consumer goods companies.
谭长春Salespeople: Are They Really Crushing Distributors?
This article discusses whether salespeople should push inventory onto distributors, arguing that excessive pressure can destroy partnerships and the entire channel. It uses Coca-Cola's example of avoiding such practices to maintain healthy distributor relationships.
谭长春What to Do When Distributors Bypass You and Report Directly to Your Boss?
Some long-standing or well-connected distributors develop a habit of bypassing sales representatives to report directly to their superiors for better terms. This article offers strategies and principles for sales reps to handle such situations, including using humility, asserting professional responsibilities, and building strong relationships.
谭长春7 Reasons Why Distributors Have No Profit: Are You One of Them?
This article explores seven key reasons why distributors often fail to make a reasonable profit despite working hard all year. It highlights issues such as lack of financial awareness, prioritizing market share over profit, poor management, internal friction, limited marketing skills, lack of a rational product mix, and insufficient service orientation, and suggests ways to address them.
谭长春Sales Director: Want to 'Cut' a Major Distributor but Fear Market Impact? What to Do?
This article discusses how to handle the termination of a major distributor's rights without damaging the market or relationships. It provides a case study and five steps, including preparing backup distributors, strengthening terminal services, reallocating sales areas, boosting terminal promotions, and investing in consumer promotions, plus additional strategies like setting up temporary offices or transitioning the old distributor to a new role.
谭长春Where Is the Next Gold Mine in the Tea Industry?
Tan Changchun, chief expert at Huaxia Jishi Consulting Group, delivered a speech titled "Where Is the Next Gold Mine in the Tea Industry?" at the China Tea Industry Conference held at the National Convention Center. He argues that the next gold mine lies in tea beverages, advocating for standardization, industrialization, and channel expansion, drawing on his experience as the first product manager for Nestea, a joint venture between Coca-Cola and Nestlé.
谭长春Dealer Margins Thin? These 7 Reasons Have Been Holding You Back!
Many dealers have encountered this problem: products are selling well at the terminal, but when it comes to settling accounts, they find no profit flowing back and can't make money. Why? In fact, this is not a problem with the product itself, nor is it closely related to the channel network. The following seven issues require careful reflection by dealers. 1. No concept of profit: Many dealers only have the concept of price difference between purchase and sale, but no concept of profit, resulting in weak cost and expense awareness, and profits are eroded by uncontrolled costs and rising expenses. Profit is...
谭长春When Will the Alcohol Industry Escape Its E-commerce Development Dilemma?
The alcohol industry was among the early adopters of e-commerce, yet despite years of exploration, many producers remain hesitant, with only a few like 1919 and Jiuxian.com succeeding. This article argues that social e-commerce is the inevitable path forward, leveraging the industry's social attributes and mobile internet to build structured relationships and drive transactions.
谭长春Omnichannel New Retail Has Arrived, Chinese Channel Players Are Confused, What to Do?!
Before fully understanding e-commerce, omnichannel was introduced; before omnichannel was implemented, new retail came along, leaving everyone confused. Traditional channels still exist and will persist, but the anxiety over channels is widespread, and the concepts of omnichannel and new retail may not be suitable for all businesses.
谭长春What Impact Will New Retail Have on the FMCG Industry?
Alibaba's New Retail concept is highly disruptive, potentially reshaping the FMCG industry by introducing new tools, shifting power to consumers, and challenging traditional channel and value chain structures. The article explores its overall impact on the industry, enterprises, and consumers, while questioning its long-term viability for FMCG.
谭长春Why Can't Even Uni-President and Wahaha Develop Good Products?
This article discusses why even leading Chinese FMCG companies like Wahaha and Uni-President struggle to develop successful new products, attributing it to outdated consumer research methods and the shift to a mobile-first, consumer-empowered market where traditional top-down marketing no longer works.
谭长春Salespeople: Are They Really Crushing Distributors?
Should salespeople push inventory onto distributors? What happens when such pressure crushes them? This article discusses how pushing inventory exploits distributors as a reservoir, and argues that manufacturers should focus on sell-out rather than sell-in, citing Coca-Cola's 1.5x inventory principle and a story where Coca-Cola rented a warehouse to avoid overloading distributors.
谭长春This FMCG Sector Should Also Try the Sharing Economy!
Ofo and Mobike have recently been hit by corruption reports, which they deny and have taken legal action over, sending a chill through the booming sharing economy. The FMCG industry, however, has long had a foundation for sharing, from shared distribution channels to shared sales teams, and the B2B model is now leveraging mobile internet to break down traditional barriers.
谭长春Bashing the Marketing Department? Surely Bash Traditional Sales First!
A recent article bashing the marketing department has gone viral, but can it really be eliminated? The real question is: who is responsible when sales targets are missed? The marketing department is already struggling with mobile internet transformation, handling tasks like social media updates, consumer research, e-commerce product development, and promotional activities. Despite criticism, there are no proven successful cases yet, as everyone is still exploring. The key challenge is how to achieve sales growth when traditional sales are declining, and the article suggests exploring channel breakthroughs through mobile internet and shared economy concepts.
谭长春How Should the Food, Beverage, and Alcohol Industry View New Retail?
Some traditional marketers have dismissed Jack Ma's New Retail as worthless, but it is not a panacea. However, leveraging mobile internet, online traffic, and data, it still holds some significance and should not be entirely rejected. This article specifically addresses how the food, beverage, and alcohol industry should correctly approach New Retail.
谭长春Red Bull Leaves Over 7 Billion Yuan Market Space for Competitors!
Recent news about Red Bull has been rife with speculation. Although no final decision has been made, the contract renewal is indeed in a deadlock between the two parties. Many in the industry believe this cannot be resolved overnight, as this year Hua Bin itself has even reduced Red Bull's annual performance targets. The proposed "post-Red Bull era" brings mixed feelings. The renewal is unlikely to be resolved soon, sales are declining, some factories have closed, and some distributors have no stock. This turmoil has inadvertently created a gap of nearly 7 billion yuan annually! It is understood that Hua Bin has internally formulated a "natural sell-through" strategy for Red Bull...
谭长春Alibaba's New Retail vs. JD.com's Million Convenience Stores: Who Will Win?
Alibaba has just launched New Retail, and JD.com is also planning a million retail stores. Both are elevating offline channel construction to a strategic level. This article analyzes their respective advantages and challenges from multiple dimensions, including information and data, logistics, payment and finance, and operations.
谭长春Zong Qinghou's Innovation Is Not Easy, Please Give More Respect
Recently, Wahaha Group has undergone many changes, from vending machines to the backdoor listing of China Candy, and the latest beverage bottle advertising. Despite detours and doubts, we say: 'Old man, you're doing great!' The Chinese beverage industry actually saw Wahaha achieve disruptive innovation first.
谭长春B2B Discussion: Calling B2B Device-to-Device Is the Greatest Blasphemy Against B2B!
A recent article criticizing Wei Zhe claims B2B is process-to-process and device-to-device, but this view is far from the true nature of B2B. The popular understanding of B2B is a business category, focusing on commercial relationships and flows, not physical equipment.
谭长春Why Manufacturers Are Reluctant to Use B2B?
Many B2B e-commerce platforms are finding themselves in a difficult position: the first 'B' (business) is mainly agents rather than enterprises, and the second 'B' (business) is increasingly costly and difficult to serve, with limited operational and profit margins and low scalability. Manufacturers use channel partners for specific functions—commercial flow, product flow, logistics, capital, and information flow—which B2B platforms often fail to fulfill, leading to manufacturers' reluctance to cooperate. However, there are scenarios where manufacturers should consider partnering with B2B e-commerce, such as exploring new markets or leveraging mobile internet capabilities.
谭长春