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Articles by 朱志明
Browse 74 New Distribution articles by 朱志明.
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Sales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree!
Distribution requires strategy, and sell-through requires rules. The same tactics can yield vastly different results when executed by different people at different times and paces. For a regional market operator, mastering the rules of new product sell-through and the logical relationships within them is essential for successful sell-through after launch. Deeply grasping the nuances behind the three rates and three degrees of sell-through enables precise and efficient product sell-through, avoiding detours. Sales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree.
朱志明Don't Blame the Channel for Not Stocking Up or the Terminal for Not Pushing Your Product—You Just Haven't Used These 21 Promotional Methods!
Product sales seem to be 'no promotion, no sales.' Without promotion, channels or terminals won't proactively stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and boost performance. Below are 21 channel promotion methods seen in the market, shared for reference.
朱志明Struggling to Push Products in County-Level Markets? Without the Right Methods, It's Exhausting...
In the new era of competition, going downstream and intensive cultivation have become the marketing main themes, making county and township-level markets increasingly important. Whoever wins consumers in the shortest time, with the fastest speed and best methods, will be the winner in the future market. As many enterprises continue to push their market focus downward, county-level distributors are becoming more important and irreplaceable, and their market performance can directly determine the fate of the enterprise. Enterprises need to develop, distributors need to survive, and county-level markets must break through, with the key to success being 'speed' and 'efficiency'.
朱志明It's Not That Distributors Are Uncooperative—It's That Some Manufacturers Have Too Many Problems!
Manufacturer salespeople often complain that distributors are uncooperative, but they should first analyze why. The reasons can be found in the manufacturer's own shortcomings, such as unpaid fees, poor product quality, and lack of market support, or in the distributor's issues like financial strain and poor management. Effective distributor management focuses on helping distributors make money, which resolves most conflicts.
朱志明Dealer Sales Up 10x: You Must First Think Through This Problem Clearly!
To truly solve problems, we must think around the essence. Why do terminals sell your product? The real reason is not obvious factors like profit or relationships, but the fear of poor sales and resource occupation. Terminals accept products when they see value and a solution for fast sales. The core is providing a plan to help terminals sell quickly, not just routine work.
朱志明From 200 Million to 24.1 Billion: A Deep Dive into Yanghe's 15-Year Rise
Yanghe grew from less than 200 million yuan in 2003 to 24.1 billion yuan in 2018, with the Dream of Blue series also joining the 10-billion club. Although Yanghe currently ranks third, with a significant gap behind second-place Wuliangye, could its strategic path and growth momentum allow it to rise from third to second? This article reviews Yanghe's development over the past 15 years, showing how each step aligned with brand status, consumer trends, and industry trends, propelling its rapid ascent.
朱志明Dealer Sales Multiply by 10: You Must First Clarify This Issue!
When thinking about problems, we must focus on the essence to grasp the root of the problem and find the key points and true solutions. Why do terminals sell your product? High profit? Good customer relations? Brand? These are not the obvious reasons. From another angle, what is the real reason terminals don't accept your product? Some say poor customer relations, product profit can't move terminals, new products unknown if they sell well. Actually, it all boils down to one word: 'fear'—fear it won't sell, occupying their space, capital, and energy. So terminals accept your product because they feel good about the product and the person, recognize the market operation method, and believe the product can bring value—selling well and fast. Therefore, if we only consider high profit and good customer relations without thinking about how to make the product sell fast and well for terminals, they won't accept it. That's normal. If terminals accept your product due to good customer relations, how long can that last?
朱志明Key Questions Distributors Must Consider to Boost Sales
This article discusses several key questions that sales professionals often raise, emphasizing the importance of thinking about the essence of problems to find the root causes and effective solutions. It covers why consumers buy and continue to buy your product, why terminals sell your product, the true role of salespeople, why sales may decline, and the need for focus in marketing efforts.
朱志明Terminal Customer Relations Are Built by Footwork: If Sales Are Low, You Can Only Blame Your Lack of Diligence!
Terminals are where products are sold and the crucial link between products and consumers. Winning terminals is key to marketing success, and good customer relations at terminals can drive significant sales. This article discusses how to build strong terminal customer relations through diligent visits, systematic support, and profit assurance.
朱志明Distributors: How to Seize the Wedding Banquet Market? Five-Step Marketing Approach for the Banquet Market
As daily consumption among the general public remains sluggish, many baijiu companies are seeking new consumption channels, making the mass banquet market increasingly valuable. It has become a hotly contested arena for distilleries, distributors, and terminals (mainly circulation terminals), and a core channel for cultivating baijiu consumers.
朱志明Distributors | How to Improve Product Distribution Rate? 7 Methods and 15 Tips
To achieve good sales, products need to improve distribution, but we often encounter situations where terminals are not active in distribution. Here are methods to get terminals moving. 1. Alleviate concerns: Small terminals have limited funds, order small quantities per time, and order frequently; they have poor risk resistance and are cautious in operation, often skeptical of new products. Manufacturers can take appropriate measures to alleviate the concerns of small retail terminals and mobilize their enthusiasm for ordering.
朱志明The Most Comprehensive Guide to Foodservice Channel Operations: Teams, Store Entry, Exclusive Venues, Relationship Building, Promotions, Management, and More!
The foodservice channel is a key window for brand display and direct consumption, especially for baijiu brands. For high-end products, it builds brand atmosphere and introduces taste; for mid-to-low-end products, it serves as a major sales outlet. This guide details strategies for developing and maintaining foodservice accounts, including team building, store entry methods, exclusive venue selection, relationship management, promotional activities, and management systems.
朱志明32 Promotional Tactics You Can Use Right Away to Solve the Problems of Terminals Not Pushing Your Product and Consumers Not Buying
In baijiu marketing, products seem to sell only when promoted. Without promotion, distributors, channels, or terminals won't stock up; without promotion, channels or terminals won't push your product; without promotion, channel and terminal loyalty declines; and without promotion, market share is quickly lost to competitors. These phenomena force manufacturers to invest heavily in sales promotions to expand market share and grow sales. Below are 32 channel promotion tactics seen in the market, shared for reference.
朱志明Zhu Zhiming Column Serial: Consumption as King Series - The Link of Consumption (Part 3)
This article is selected from Zhu Zhiming's new book "Sales Promotion Operation: Rhythm Control and New Tactics in the Community Era". New Distribution is authorized to serialize this book in Zhu Zhiming's column. Section 3: The Link of Consumption. The antecedent of sales promotion is consumption, the antecedent of consumption is demand, and the antecedent of demand is value, that is, the solution to consumer needs. The ways to drive consumer consumption include forced consumption and induced consumption. No matter which driving method is adopted, the final landing point must focus on the realization of consumer value. Otherwise, the product's sales promotion, best-selling, and sustained sales are all empty talk...
朱志明Zhu Zhiming Column Serial: Consumer Sovereignty Series - The Detonation of Trends (Part 2)
This article is selected from Zhu Zhiming's new book "Sales Promotion Operation: Rhythm Control and New Tactics in the Community Era". New Distribution is authorized to serialize this book in Zhu Zhiming's column. Section 2, The Detonation of Trends, discusses that for consumers, the first purchase may stem from external forces or environmental influences, or an impulsive attempt. However, if consumers are willing to continuously consume a product, there must be factors that match and satisfy their internal needs. That is, the initial or first sales may be driven by external forces, but for sustained sales, an internal driving force is necessary.
朱志明Zhu Zhiming Column Serial: Consumer Sovereignty Series - The Essence of Product Sell-Through (Part 1)
This article is excerpted from Zhu Zhiming's new book "Sell-Through Operations: Rhythm Control and New Tactics in the Community Era". New Distribution has been authorized to serialize the book as a column by Zhu Zhiming. In this first section, the author explores the essence of product sell-through by asking why consumers choose a product, and discusses the external factors that influence consumer decisions.
朱志明Times Have Changed, and So Have the Methods of Brand Building and Management. We Really Can't Be Obsessed Anymore. The 24 Branding Methods Are Worth Reading!
This article presents 24 principles for brand building and management, emphasizing that brands are built on superior products, not advertising, and that pricing power, differentiation, and focus on core customers are crucial. It also highlights the importance of non-customers and continuous innovation for brand longevity.
朱志明Everyone Says Sales Are Hard—Why Is It So Hard? Understand Consumer Psychology and It's Not!
When companies, distributors, or their salespeople ask me about product sell-through, I ask them: Why would consumers buy your product? By putting ourselves in consumers' shoes, we see that choices are influenced by external factors like brand influence, advertising, promotions, recommendations, and experience. To drive sell-through, marketers must create influence through visual, auditory, and taste impacts, and build momentum from product quality, exposure, and activity.
朱志明The Path of Alliance among Distributors: How Much Do You Know? A Thorough Explanation!
Whether distributors aim for greater scale to pursue capitalization, strengthen channel bargaining power, huddle together for warmth in an industry downturn, or seek better development by aligning with major players, the phenomenon of alliances or mergers among distributors has become a trend quietly unfolding around us. There are three forms of distributor-distributor alliances: vertical alliances (cross-regional, capital-driven mergers), horizontal alliances (intra-regional alliances of same-category or same-channel distributors forming joint sales entities), and commercial associations.
朱志明A Comprehensive Guide to Regional Brand and Regional Market Marketing Warfare: A Must-Read!
In the era of market squeeze, the strong will only get stronger. Competition in China's baijiu market has shifted from incremental growth to stock squeeze, where growth can only be achieved by crushing competitors. Regional market competition has become a life-and-death struggle, and only brands that truly dominate their region or price band can thrive. This article explores the four forms of marketing warfare—guerrilla, flanking, offensive, and defensive—and how they apply to regional market breakthroughs.
朱志明Master These Three Steps and Seven Key Points, and Dealers Will Work Their Hearts Out for You! (Plus Five Thoughts on Dealer Management)
Ideas alone don't create value; execution is key. Define the plan, set standards, execute efficiently, and manage by objectives—details determine success. The next day, I presented the designed plan to Boss L, who simply said, "Just tell me what to do—as long as we can do the market well and make money." Build an excellent sales team: grassroots salespeople's execution level determines market quality, and the key to breaking through is building a passionate and capable team. 1. Team motivation: gather dealers and salespeople to discuss market development and internal management issues, incorporate suggestions, recognize achievements, raise pay and commissions, and announce strong company support and ambitious market goals. After the meeting, the salespeople's listlessness vanished, replaced by eagerness.
朱志明Struggling to Push Products in County-Level Markets? Without the Right Methods, It's Really Tiring...
In the new era of competition, going downstream and intensive cultivation have become the main themes of marketing, making county and township-level markets increasingly important. Whoever can win consumers in the shortest time, with the fastest speed and best methods, will be the winner in the future market. As many companies continue to shift their market focus downward, county-level distributors are becoming more prominent and irreplaceable, and their market performance can directly determine a company's fate and future. For companies to develop and distributors to survive, county-level markets must be broken through, and the key to success lies in being 'fast' and 'efficient'.
朱志明Key Questions Distributors Must Consider to Boost Sales
This article discusses several common questions raised by sales professionals, emphasizing the need to think about the essence of problems to find the root causes and effective solutions. It covers why consumers buy your product, why they continue to buy, why retailers sell your product, the true role of salespeople, why sales may decline, and the importance of focus in marketing.
朱志明The Mission of Salespeople: Not Collections, but Helping Distributors Make Money!
As competition intensifies and market operation models diversify, the relationship between salespeople and distributors becomes increasingly complex. "The customer is God!" is a phrase all manufacturers and distributors repeat daily. Some salespeople naturally interpret this as "the distributor is God," believing their interests align perfectly with the manufacturer's, but this leads to irregular management and ultimately failure. The real essence is that salespeople and distributors share a common god—the consumer—and the key to success is helping distributors make money.
朱志明