Articles by 涂超

Distributor Business Positioning Deviation: How to Position Their Business Behavior?

In the FMCG supply chain, direct sales and distribution models coexist, with the key difference being whether the target customer is the ultimate value recipient. Many distributors mistakenly manage their sales teams using direct sales methods, leading to issues like uncontrolled returns and deteriorating terminal relationships. To address this, distributors should clarify business behavior, strengthen sell-through thinking, optimize distribution practices, and adjust management approaches toward distribution.