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Articles by 朱志明
Browse 74 New Distribution articles by 朱志明.
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Gifts, Box Returns... 21 Channel Promotion Tactics You Need to Know—Use Them Wrong and You're in Trouble
In baijiu marketing, products seem unsellable without promotion. Without promotion, channels or terminals won't 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 grow sales. Below are 21 channel promotion tactics seen in the market.
朱志明How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明80% of New Product Launches Fail! Here's How to Break Through
Every year, over 80% of new product launches fail. In fact, launching a new product is like directing a show: with thorough preparation and the right leverage point, breaking into the market is not that difficult. Only through scientific market research and analysis, finding the right entry point and positioning, can a new product quickly capture market share and survive. In other words, only with scientific market, consumer, and competitor analysis can a new product stand undefeated.
朱志明Flanking Warfare: The War Mindset for Regional Market Offensives
Victory in market warfare depends not on the number of basic troops you have, but on the number of special forces capable of fighting hard battles. Market strategy is about choosing a unique area or region where you can create an advantage to attack, while tactics are about differentiated moves that are absolutely different from your competitors. Flanking warfare is such a strategic and tactical breakthrough principle; if you use it well, you will be invincible. What is flanking warfare? It is a rapid market breakthrough strategy that seizes and exploits opportunities, tears open a gap, builds an advantage, and then quickly leverages the entire market. Its key points...
朱志明The War Mindset of Regional Market Offensives: Strategy, Alliances, Force, and Siege
Why is regional marketing linked to warfare? This is determined by the current competitive environment and situation. Currently, the growth of Chinese baijiu is stock-type and squeeze-type, whereas in earlier years it was expansionary and incremental. Stock squeeze-type growth means that the consumption capacity of Chinese baijiu is not growing and may even be declining. Facing this, the only way to grow is to squeeze competitors' sales. Only by eliminating rivals or causing their sales to decline can we achieve growth.
朱志明The Most Complete Guide to Foodservice Channels: Teams, Store Entry, Exclusive Venues, Customer Relations, Promotions, Management, and More!
The foodservice channel is a window for brand display and direct consumption, and one of the main channels for baijiu brand promotion. For high-end products, it mainly serves to create brand atmosphere and introduce taste; for mid-to-low-end baijiu brands with fast circulation, it is an important sales window facing consumers directly. In detail, A and B class restaurants are the main venues for high-end baijiu consumption, where the store manager and owner are key to driving sales; strategies such as tasting events, VIP customer consumption, wedding and banquet events, manager commissions, brand advisor setups, and red tourism programs can turn the store into a group-buying partner and maintenance client.
朱志明Eleven Classic Promotional Strategies for Terminal Outlets
This article outlines eleven classic promotional strategies for terminal outlets in the FMCG industry, including single-product buy-one-get-one offers, product bundling, physical gifts, cash rebates, box recycling, display rewards, and more. Each strategy is analyzed for its application, advantages, and potential pitfalls, providing practical guidance for manufacturers and distributors.
朱志明How to Win the Distribution Campaign? Here Are Some Tips
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be aroused; without strategy, it is like a headless fly bumping around. This article outlines the four key characteristics of distribution, the three standards to establish, and the strategies that determine success.
朱志明New Product Distribution: 8 Taboos and 6 Key Points Marketers Must Remember
In the process of introducing a new product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key determinants of the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, outlining eight common failures and six ideal outcomes.
朱志明Key Questions to Consider for Sales Growth in 2016
This article shares insights from Mr. Zhu Zhiming during a WeChat group discussion in the '365 Business School'. It addresses common sales challenges, emphasizing the importance of understanding the essence of consumer behavior, terminal acceptance, and effective sales strategies. The key to success lies in creating influence, sustaining consumption through popularity, and focusing resources for market breakthroughs.
朱志明Understanding the Relationship Between Baijiu and Deep Distribution
Why do some companies succeed with deep distribution while others fail, leading to rising marketing costs and wasted distributor resources? This article explores the strategic significance and value of deep distribution, examining its two contrasting perspectives, concept, and the key factors for successful implementation.
朱志明10 Trends in China's Baijiu Industry in 2016 and Beyond
The rapid development of the internet, China's economic downturn, restrictions on official consumption, drunk driving laws, a generational gap in baijiu consumption, and various industry malpractices have collectively plunged China's liquor industry into a state of panic and confusion. Many liquor companies and distributors are struggling to define their future direction and path, unsure whether the road ahead holds opportunities or pitfalls. What phenomena will emerge in 2016? What are the future development trends?
朱志明Video + Courseware: 18 Weapons to Make Your Products Move Efficiently
Product sell-through is a major concern for companies and distributors. This article addresses three common market scenarios: products that don't sell at all, sell slowly, or spike and then decline. It outlines 18 key factors, from product design and pricing to channel strategy and promotional activities, to help you master the art of product sell-through.
朱志明After Distribution, How to Drive Effective Sell-Through at the Terminal?
Many companies face a common dilemma: after successfully recruiting distributors and distributing a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the factors affecting terminal sell-through and provides five core methods to stimulate it, including buyouts, exclusive promotions, co-promotions, natural sales, and key elements like customer relations, visual merchandising, and promotional activities.
朱志明How to Drive Sales in the Off-Season
In interactions with distributors, the most frequently reported issue is that products are not moving or are moving slowly. Understanding the market is more important than finding new products, and finding the right breakthrough points, matching distribution, and terminal recommendations are key to driving sales.
朱志明Distribution in Practice: Criteria for Evaluating Success or Failure
The effectiveness of the initial distribution during product launch in a regional market is often a key determinant of success or failure. This article outlines eight common signs of failed distribution and six characteristics of ideal distribution, providing a framework for planning and execution.
朱志明10 Effective Promotional Methods for Alcohol Beverages in Food and Beverage Outlets
This article outlines ten effective promotional strategies for alcoholic beverages in dining establishments, including dedicated promoters, covert promotions targeting various staff, leveraging opinion leaders, and joint promotions. It emphasizes the importance of tailoring approaches to different types of venues and personnel to boost sales and brand awareness.
朱志明If You Can't Help Distributors Make Money, You Have No Right to Boss Them Around!
Manufacturer sales reps often flock to big brands for easier sales and perks, but this breeds arrogance and neglect of distributors' interests. The key to successful distributor management is helping them profit—only then will they cooperate and market performance follow.
朱志明How Weak Distributors Can Solve the Market Dumping Problem
When discussing dumping, we must first analyze its nature. Current market dumping behaviors can be simply categorized into three types: intentional vicious dumping, intentional benign dumping, and unintentional natural dumping. For weak distributors facing dumping from larger distributors, hard confrontation is not feasible, and manufacturers often ignore the issue. Therefore, weak distributors need to adopt strategies such as collecting evidence, using social relations, and preventive measures to resolve the problem peacefully and effectively.
朱志明Four-Step Rule for Improving Weak Markets
Markets are built, hence the difference between strong and weak markets. Weakness indicates problems that must be solved. Facing reality, one must neither blindly seek remedies nor give up, nor rush for quick results. Remember a formula: the four-step problem-solving rule. 1. What is the problem? 2. Why does it occur? 3. What can solve it? 4. Is the solution reasonable? For example, if your product struggles in the market, possible reasons include the following four...
朱志明Off-Season Marketing Breakthrough: 11 Directions and 36 Tactics - Market Chapter
In the off-season, the first thing to consider is what you want in the peak season, as the future determines the present and the present determines the future. Off-season marketing is not just a sales task but a strategic issue for leadership. Based on over 10 years of experience, this article analyzes 36 tactics across 11 dimensions including market, channel, product, brand, promotion, wedding banquets, customer relations, skills, atmosphere, management, and sports. The market chapter focuses on breaking through weak markets, attacking blank markets, and consolidating strong markets.
朱志明Five Strategies and 21 Methods for Negotiating with Distributors
This article, reposted from the Baijiu Distributors Academy, provides practical strategies for sales personnel to succeed in first negotiations with distributors in regional markets. It covers preparation, creating a good first impression, negotiation tactics, and conflict resolution, emphasizing the importance of understanding oneself, the counterpart, the market, and competitors.
朱志明Off-Season Channel Strategy: Eliminate Blank Outlets + Win Over Core Stores + Expand Sales Points!
In Chinese baijiu marketing, the channel carries immense value and status, often surpassing product and brand, as successes and failures in the industry frequently hinge on channel dynamics. During the off-season, it is crucial to intensify channel efforts, focusing on three aspects: eliminating blank outlets, winning over core stores, and expanding sales points.
朱志明Distributors: How to Succeed in the Banquet Market?
As everyday consumption among the general public remains sluggish, baijiu companies are seeking new consumption outlets, making the mass banquet market increasingly valuable and a hotly contested arena for distilleries, distributors, and terminals (mainly circulation terminals). It has also become a core channel for cultivating baijiu consumers. The banquet market offers five key values: short-term volume growth, brand influence and driving power, substantial profit margins, marketing certainty, and a differentiated channel for new product launches.
朱志明