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Articles by 师顺宽
Browse 55 New Distribution articles by 师顺宽.
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How Should Distributors Survive in 2017?
As 2016 comes to a close, distributors face a new year with shrinking existing markets due to economic downturn and insufficient growth from upstream companies' lack of innovative new products. Rising labor costs, energy, raw materials, and other expenses, coupled with over-competition, have left many distributors in a state of imbalance. In 2017, if distributors cannot find new profit growth points while costs continue to rise, they must reform outdated practices and organizational structures to improve profits.
师顺宽Nine Steps for a Distributor Morning Meeting: Every Step is Gold!
The morning meeting is highly significant; as the saying goes, a year's plan starts with spring, and a day's plan starts with the morning. The morning meeting is for reviewing yesterday, planning today, and looking forward to tomorrow. It helps unify employees' thoughts and actions, serving as a mirror for the company to reflect problems in a timely manner, enabling both the company and employees to understand themselves fully. But after years of holding morning meetings, do you really know how to conduct them properly?
师顺宽Five-Step Method for Distributors to Build a Base Market
Survival first, development second. This is a market strategy aimed at using limited space to create local advantages, win a larger market share, effectively resist competitors' attacks, and preserve and strengthen oneself, making it a sharp tool for distributors to win in competition. Before developing a regional market, distributors must first plan and coordinate comprehensively, systematically planning the regional market. However, in actual surveys, we found that most distributors, when developing markets, have not yet established a base market for survival, i.e., a clear and stable regional market, before expanding the overall market.
师顺宽How Distributors Can Seek Efficiency from Management
After years of development, as company scale expands with increases in sales, products, personnel, and vehicles, large distributors in the increasingly competitive FMCG industry must strengthen management to increase profitability. This article refers to large distributors located in first- and second-tier markets, with numerous brand resources, many vehicles and sales staff, and annual sales exceeding 100 million yuan, operating as companies. Despite company scale and sales growth, their actual profits have not increased correspondingly. Case: In a prefecture-level city in Hebei, Boss Zhang's company operates over a dozen beer and liquor brands, with a warehouse of over 2,000 square meters, nearly 100 employees, and more than 20 delivery vehicles. With sales exceeding 100 million yuan, operating costs have risen faster than performance, leading to shrinking net profits despite growing business.
师顺宽Terminal Development Is a Positional Warfare: Have You Fallen into These Four Pitfalls?
In the current FMCG market, where competition is increasingly fierce and brand homogenization is severe, terminal development is like positional warfare: 'When blades are short, the brave win.' To win, companies must formulate a strong terminal strategy based on their overall strength, specific products, and actual market conditions, and build a strong terminal service team for planned, step-by-step terminal development. The most common mistakes in terminal development include setting unrealistic goals, unclear objectives, lack of a concrete distribution plan, and inadequate after-sales service.
师顺宽Aggressively Attacking Retail Terminals and Rapid Distribution: 9 Methods to Boost Your Terminal Distribution Rate!
This article outlines nine practical methods for FMCG companies to increase product distribution rates at retail terminals, including gift incentives, mixed-case shipments, limited-time rewards, display incentives, box-top exchanges, scratch cards, employee contests, and distributor strategies. It also promotes an upcoming industry summit on FMCG internet transformation.
师顺宽Five Communication Styles Most Hated by Post-80s and Post-90s Employees: Dealers Beware or Your Staff Will Quit
Post-80s and post-90s employees have their own understanding of communication and workplace hierarchy. They value democracy and fairness, and react strongly against certain communication styles. Whether through passive resistance or open conflict, these styles lead to communication failure.
师顺宽How Distributors Can Manage Post-80s and Post-90s Employees: 4 Shifts to Improve Performance Management Efficiency!
Born in the E-era, the post-80s and post-90s have become a vital force in the workplace, but their behavior often troubles companies: they may not show up after recruitment, leave soon after joining, underperform after staying, resist authority when capable, and refuse to work when obedient. They are seen as lacking tact, discipline, and obedience; having ideas but no execution, enthusiasm but no patience; high IQ but low EQ and weak interpersonal skills; reluctant to take responsibility but eager to collect salaries, with more complaints than positive energy. These sharp criticisms seem to put them on trial. Indeed, their unique upbringing has shaped their distinct personalities, but every generation has its own rebelliousness and strengths, just expressed differently. The new generation marks a shift from 'serious work' to 'happy work', challenging traditional management methods. So, how should distributors design performance appraisals for post-80s and post-90s employees? The following four shifts may provide useful insights.
师顺宽Eight Strategies for Expanding Your Market: Distributors, Take Note!
In the highly competitive FMCG industry, distributors must carefully analyze their resources and adopt tailored market development strategies. This article outlines eight proven strategies—from the 'Snowball' and 'Mushroom Picking' approaches to 'Rural Surrounding Cities' and 'String of Pearls'—to help distributors effectively expand their markets and build a robust distribution network.
师顺宽Ten Common Misconceptions in Terminal Cognition and Operations for Marketers
This article shares insights from Mr. Pan Wenfu during a WeChat group discussion in the '365 Business School'. It outlines ten common mistakes in terminal cognition and operations, including overemphasizing sales over market development, neglecting small clients, mismanaging product mix, and confusing channel terminals with marketing terminals. The article also provides a case study showing that a 1% cost reduction and 1% sales increase can boost profits by 19%.
师顺宽How Should Food Distributors Survive in 2016?
Due to slowing economic growth, severe product homogenization, oversupply, and intense competition in the food industry, coupled with the hype around internet marketing concepts, food distributors face unprecedented challenges in 2016. This article provides practical advice on how to thrive by selecting products based on local consumer demand, building terminal profit models, improving team management efficiency, and adapting strategies according to company size.
师顺宽How a New Brand Should Screen Quality Distributors
Practical marketing expert Shi Shunkuan shares notes on 'Distributor Investigation Action Breakdown' in a WeChat group, detailing six key areas to assess distributors: strength, marketing awareness, market operation and management ability, company management ability, commercial reputation, and cooperation willingness.
师顺宽If You Go All Out in Peak Season and Sleep in Off-Season, Your Market Is Doomed!
As the saying goes, "One autumn rain brings one chill." With the autumn wind and the first autumn rain in the north since the start of autumn, the off-season for beer is approaching. During recent market visits and surveys, I noticed many salespeople either staying in hotels without going out or sitting in distributors' shops chatting with them. I found this strange—has the off-season really arrived? Are salespeople truly idle? When I asked why they weren't developing and visiting wholesalers and retail outlets, the answers were strikingly similar: with the rain and cooler weather, the beer off-season is coming, and distributors, secondary wholesalers, and retail outlets still have inventory. As the Mid-Autumn Festival approaches, they're focusing on baijiu brands, selling only a few cases a day, so they're not very welcoming.
师顺宽Eight Strategies for Distributors to Expand Their Markets
Teacher Wei Qing will launch the industry's first live video training on the WeChat public platform on September 10, and this platform is honored to be one of the first to broadcast it. For those who want to improve their sales skills but cannot spare time for on-site training, this is an opportunity not to be missed. Details are at the bottom of this article. Looking at the overall food industry, facing fierce market competition, distributors are pondering the 'hard truth' of 'making big money,' wanting to plant dense 'little red flags' on their territory...
师顺宽How Distributors Can Build Their Own Base Market
Teacher Wei Qing will launch the industry's first live video training session on the WeChat public platform on September 10th, and this platform is honored to be one of the first to broadcast it. For those who want to improve their sales skills but cannot spare time for on-site training, this is an opportunity not to be missed. Details are at the bottom of this article. Survival first, development second. This is a market strategy aimed at using limited space to create local advantages, win a larger market share, effectively resist competitor attacks, and preserve and strengthen oneself.
师顺宽Mid-Autumn Festival Stock Pressure: How to Make It Truly Brilliant
With the arrival of the traditional Mid-Autumn Festival, the white liquor industry enters its peak sales season. Many companies struggling during the off-season hope to use this opportunity to 'press inventory' and turn things around, but despite various strategies, reality often disappoints. In essence, inventory pressure is a common phenomenon and inevitable in sales; the key lies in systematic thinking and marketing innovation to achieve genuine success.
师顺宽When the Market Fails, Is It All the Distributor's Fault?
A salesperson and regional manager blamed their distributor for poor market performance, but an investigation revealed their own inaction was the real cause. After replacing them with a diligent salesperson and rebuilding trust, the market flourished, showing that manufacturers must also take responsibility.
师顺宽Don't Let Departing Salespeople Take Your Customers
In the FMCG industry, it's common for salespeople to switch jobs, and some take many secondary terminal customers with them, causing headaches for distributors. This article analyzes why this happens and offers solutions, using the case of Manager Yang, a liquor distributor in Hebei, whose sales manager and four salespeople left after the Spring Festival, taking many customers and disrupting his operations.
师顺宽How to Prevent Terminal Display Fees from Being "Eroded"?
In the distribution chain, the terminal is the ultimate battlefield for brand sales. Terminal display is the most important part of product sales at the retail level, including product placement, quantity, and method. A good terminal display can promote product promotion and effectively drive consumer purchases. Baijiu brands invest heavily in display cabinets and stack displays at terminal stores, but many brands focus on investment while neglecting management, causing terminal displays to fall short of expectations.
师顺宽Distributors Need to Cure Their 'Short-Sighted Business Syndrome'
In the era of brand competition, brand building is not only essential for manufacturers but also a must for liquor distributors. This article explains how distributors can engage in brand-oriented operations, using the case of Manager Zhang, who transformed his company from a simple product wholesaler into a professional brand marketing service provider, achieving significant growth. It also outlines seven key strategies for strengthening brand power.
师顺宽5 Metrics for Distributors to Drive Terminal Sales
Many enterprises in China set monthly and annual sales targets but consistently fail to meet them. The key for both companies and distributors is to know their regional market and control the terminal to drive sales. This article discusses five key metrics—terminal distribution rate, terminal merchandising, terminal relationship maintenance, effective customer count, and price system control—that distributors should focus on to increase terminal sales.
师顺宽Eight Steps to Ensure the Successful Launch of New Products
In today's era, the only constant is change, and innovation is the lifeblood of enterprises, having become the main theme of the times. For baijiu companies, developing new products is of strategic importance because, as competition intensifies, continuous innovation and new product development are essential to maintain competitive advantage and sustainable market growth. New products are a vital pillar for survival and development, and a powerful weapon for long-term success. For marketers, promoting new products is an effective way to boost performance and income, while for distributors and secondary wholesalers, it is a means to increase sales and profits, ensuring mutual benefit and sustainable market development.
师顺宽Regional Markets: How to Drive Sales from Sales Representatives
With the development of the food industry and intensifying competition, many food companies are adopting a 'deep distribution model' to achieve comprehensive competitive advantages in regional markets. The success of this model depends on the company's own marketing resources and capabilities, with the quality, management, and execution of channel members—especially terminal sales representatives—directly determining regional sales volume. This article addresses three key issues: low quality and skills of terminal sales reps, skipping small stores and missing visits, and focusing only on best-selling products while neglecting new product promotion.
师顺宽Year-End Promotions: Three Display Tactics to Create a Golden Stack in Supermarkets
As the Spring Festival approaches, supermarkets intensify promotional activities, and product stacks become crucial for brand display and sales. This article offers three key tactics for creating effective 'golden stacks'—optimal placement, attractive shape and decoration, and strong promotional messaging—to help liquor distributors maximize their investment.
师顺宽