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Articles by 曹扬Geoffrey Cao
Browse 10 New Distribution articles by 曹扬Geoffrey Cao.
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How Can Brands Turn the Challenge of Hard Discount into Opportunity in 2024?
The Chinese New Year (CNY) sales season is crucial for achieving annual targets in 2024. Sales teams observe that snack discount stores are performing better than traditional hypermarkets and supermarkets due to lower retail prices. Consumers are price-savvy, comparing across channels, and the hard discount trend that emerged in late 2023 is driving these changes. Brands must prepare for two possible trends: hard discount as a passing fad or its nationwide expansion, and can turn this challenge into opportunity by adapting strategies.
曹扬Geoffrey CaoA Guide to In-Store Online Business (O2O) Collaboration
As offline foot traffic continues to decline, it's crucial for brands to defend their offline channel fundamentals through professional management. This article, part of the Key Account (KA) Management series by New Distribution and former Coca-Cola China executive Cao Yang, outlines the essentials and steps for brands to collaborate with modern trade retailers on O2O, including preparation, promotion planning, and strategic considerations.
曹扬Geoffrey CaoPractical Guide | Management Reference for Boosting Performance of Supermarket Merchandisers
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through meticulous, professional management. This article, part of the Key Account (KA) Management Practice series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on why merchandiser teams are needed, their daily management, and how to utilize them effectively.
曹扬Geoffrey CaoWhen Launching New Products, the Most Overlooked Aspect is the Key Account Launch Action Plan
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through meticulous, professional management. This article, part of a series by New Distribution and former Coca-Cola China executive Cao Yang, focuses on the often-neglected customer-specific launch plans for new products in modern trade, providing a detailed framework to improve success rates.
曹扬Geoffrey CaoMethodology for Capturing Category Share in Modern Trade Stores
Despite declining offline foot traffic, offline channels remain crucial. To maintain and grow share, FMCG companies must focus on professional management of key accounts. This article, part of a series by New Distribution with former Coca-Cola China executive Cao Yang, explains why sales teams neglect share, outlines general methods to capture share, and highlights three key points: professionalism, control, and balance.
曹扬Geoffrey CaoFour Approaches to Solving KA Store Execution Issues
Despite declining offline foot traffic, offline channels remain crucial. To maintain a competitive edge, companies must focus on meticulous management and professional execution. This article outlines four strategies for addressing KA store execution problems: improving communication to solve individual issues, institutionalizing problem-solving through regular business reviews, optimizing operational processes to systematically resolve common issues, and enhancing the quality of planning to prevent execution failures.
曹扬Geoffrey CaoRolling Three-Month Market Promotion Plan
As offline foot traffic continues to decline, it's crucial to maintain the fundamentals of offline channels through professional management. This article introduces the rolling three-month promotion plan, covering the deep-seated problems behind low-price promotions, five characteristics of a good promotion plan, and six steps for account managers to quickly develop one.
曹扬Geoffrey CaoData Analysis: Uncovering Sales Potential
As offline foot traffic continues to decline, it's crucial to maintain the offline channel's core business through meticulous management and professional data analysis. This article, part of the Key Account (KA) Management series by New Distribution and former Coca-Cola China executive Cao Yang, explores five practical data analysis methods to uncover sales potential.
曹扬Geoffrey CaoHigh-Quality JBP (Joint Business Plan)
This article discusses the importance of high-quality Joint Business Plans (JBP) in key account management, emphasizing that JBP is built on a solid foundation of basic management modules. It outlines five stages of team capability development and provides strategies for improving team professionalism and overcoming challenges in implementing JBP.
曹扬Geoffrey CaoWhat Makes a Good Joint Business Plan (JBP)?
This article explains what constitutes a professional and high-quality Joint Business Plan (JBP) between retailers and manufacturers. It outlines the key components of a JBP, emphasizes the importance of true collaboration and professional capabilities, and provides practical standards and examples to guide effective implementation.
曹扬Geoffrey Cao