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Articles by 朱志明
Browse 74 New Distribution articles by 朱志明.
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74 articles · Page 3 of 4
Zhu Zhiming: Twenty-Three Consumer Promotion Tactics
This article outlines 23 consumer promotion tactics for FMCG, especially baijiu, including free tasting, coupon distribution, newspaper promotions, price discounts, buy-give activities, in-box prizes, points redemption, corkage fees, lucky draws, chain promotions, contests, sponsorships, dedicated promoters, hidden promotions, insider organization, joint promotions, thematic promotions, roadshows, event marketing, experiential promotions, embedded promotions, government PR, and membership marketing. Each tactic is described with its application, advantages, disadvantages, and implementation tips.
朱志明Promotion Squad Wings for Terminal Sales
As promotions become an essential tool in terminal sales battles, companies must build professional promotion teams. The promotion squad, a mobile and practical terminal organization, enhances brand promotion, sales, and training, acting as wings for terminal sales and creating market miracles.
朱志明The Rules of Product Sell-Through
This article explains the key rules and logic behind successful new product sell-through in the FMCG market, emphasizing the importance of distribution rate, recommendation rate, visit rate, activation, promotion, and customer relationship. It provides practical strategies for each factor to ensure efficient and effective sell-through.
朱志明How to Strengthen Deep Distribution to Small Outlets
This article discusses strategies for FMCG companies, particularly in the Chinese baijiu market, to effectively cover, manage, and serve numerous small retail terminals. It proposes two main approaches: supporting second-tier distributors to conduct deep distribution, and adopting a multi-distributor channel model in the same regional market to enhance terminal coverage and management.
朱志明The "789" Operation for Tobacco and Alcohol Stores: Grasping the Three Core Aspects of Development, Sales Momentum, and Management
Tobacco and alcohol stores surpass restaurants, group buying, supermarkets, and e-commerce in sales value, integrating five functions: group buying, retail, distribution, display, and promotion, making them a must-win channel for baijiu brands. However, challenges in store development, sales momentum, and management remain persistent issues. This article discusses these three core aspects and offers practical strategies for liquor marketers.
朱志明How Sales Staff Can Effectively Request Resources from Leadership
This article discusses how sales personnel can effectively request resources from their leaders. It emphasizes that resources are obtained through exchange, understanding the leader's mindset, and considering cost-effectiveness, providing practical strategies and examples.
朱志明Six Core Points Distributors Must Note for Business Development
This article outlines six core aspects distributors must focus on for business growth: product structure, channel network, capital flow, manufacturer-distributor relations, team management, and trend opportunities. It emphasizes the importance of a balanced product portfolio, a well-planned distribution network, maintaining healthy cash flow, fostering good relationships with manufacturers, building a strong team, and seizing market trends.
朱志明The Art of War in Baijiu Marketing
The essence of marketing is war, where the enemy is the competitor and the customer is the territory to be captured. Based on this concept, marketing strategist Trout proposed four basic marketing strategies: defensive, offensive, flanking, and guerrilla warfare. This article focuses on flanking and guerrilla tactics in regional market battles, illustrating principles with examples from the Chinese baijiu industry.
朱志明Practical Tips for Distribution: Criteria for Evaluating Success or Failure
This article discusses the importance of initial distribution in regional market success and outlines eight common signs of distribution failure, such as using consignment, insufficient coverage, excessive promotional intensity, and lack of follow-up actions. It also presents six ideal outcomes of successful distribution, including completing distribution in the off-season, achieving high cash-on-delivery rates, and ensuring rapid sell-through.
朱志明Five Questions Distributors Must Consider for Survival and Growth
Currently, over 90% of Chinese distributors are individually operated, with few having sound management systems and professional operational processes. In today's increasingly competitive market and growing strength of terminal channels, distributors should consider establishing a management process that adapts to competitive development from aspects such as corporate culture, human resources, financial management, responsibility division, and rational planning.
朱志明Zhu Zhiming: 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, visual merchandising support, dedicated promoters, expense support, volume-based rewards, and customer recognition awards. Each strategy is analyzed for its application, benefits, and potential pitfalls.
朱志明A Practical Case Study on Efficient Execution
An enterprise seeking strong employee execution should not rely on slogans like 'no excuses' but on proper management, allocation, guidance, inspection, rewards and penalties, all based on a sound strategy. Good execution stems from good strategy and management, which clarify what to do, how to do it, to what standard, what to do if not done well, and who is responsible.
朱志明Seven Paths for Distributor Transformation (Part 2)
This article discusses the sixth and seventh paths for distributor transformation: branding and diversification. It emphasizes the importance of core competitiveness, leveraging strong brands, achieving scale, owning downstream channels, and building proprietary brands, while also exploring the opportunities and risks of diversification.
朱志明Seven Keys to Distributor Transformation (Part 2)
This article discusses two more transformation paths for FMCG distributors: verticalization and servitization. Verticalization involves extending upstream to brand ownership or downstream to retail, as exemplified by Huaze Group's creation of the Jinliufu brand and Huazhi Wine Shop. Servitization means moving beyond traditional distribution to offer supply chain services, as illustrated by Shangyuan's evolution from distributor to brand operator to channel operator to supply chain service provider.
朱志明Zhu Zhiming: Seven Paths for Distributor Transformation (Part 1)
This article outlines seven transformation paths for alcohol distributors in China, emphasizing the need to adapt to industry trends. It provides detailed case studies on specialization, integration, and parallel development, highlighting successful models like Qiaoxi Commerce and Luobai Tobacco & Wine.
朱志明Seven Doubts About Distributor Marketing Issues?
Distributors often view their business from a single perspective, leading to misconceptions about shrinking opportunities. However, by breaking free from fixed mindsets and observing the broader environment, distributors can find vast growth potential and overcome their concerns.
朱志明How to Drive Sell-Through at Foodservice Outlets?
Without sell-through, everything else is meaningless; distributing products to outlets merely shifts inventory. Only sustained sell-through is the right path. This article outlines the sequence of sell-through, factors affecting it, methods, and common tactics for driving sell-through at foodservice outlets.
朱志明Distributors Leverage Major Brands for Growth
This article discusses the strategy of small distributors partnering with major brands to accelerate their growth, using the 'leaning on a big tree' approach. It outlines the benefits, challenges, and practical steps for small distributors to attract and secure partnerships with top-tier brands, illustrated with real-world examples.
朱志明3 Key Symptoms Distributors Must Watch
A veteran liquor distributor in Anhui, Mr. Liu, laments that while service industries have 'three accompaniments,' distributors must provide 'full accompaniment' to manufacturers. This article analyzes the common operational struggles of distributors, summarized as 'big head, sore waist, light feet,' and offers solutions through internal corporatization and external branding.
朱志明Four Key Principles for New Product Distribution
This article outlines four key principles for successful new product distribution, emphasizing thorough preparation, time efficiency, speed, and strategic planning. It also details three standards for distribution management and seven strategies to ensure effective market coverage.
朱志明Four Methods, Five Core Elements, Six Factors: A Comprehensive Analysis of Terminal Sales Promotion!
Many companies face the puzzle: after successfully recruiting distributors and stocking a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the six factors affecting terminal sales, proposes four methods to boost it, and details five core elements for successful implementation.
朱志明The Marketing Path of Distributors: Living Off the Land
This article discusses whether it is always the best choice for growing distributors to select famous liquor brands, and proposes a '211 brand layout' strategy. It emphasizes the importance of partnering with regional brands for sustainable development and market dominance.
朱志明The Development Path of Distributors Content to Be Second
Being content to be second means that in a regional market, weaker distributors develop together with stronger local distributors, willingly seeking growth under the leadership of more powerful distributors. This is not about lacking ambition, but about a cooperative model that integrates resources for mutual development. For distributors, allying with strong local distributors can provide support in capital, resources, brand, management, service, and operations, and more importantly, it can place them on a fast and efficient development platform.
朱志明Promotion Strategies for Terminal Outlets
This article discusses various promotion strategies for FMCG terminal outlets, including single-product buy-one-get-one offers, product bundling, physical gifts, cash rebates, box recycling, display rewards, and more, emphasizing the importance of tailoring promotions to market conditions and avoiding overuse that can harm brand value.
朱志明