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Articles by 高级研究员 海游
Browse 210 New Distribution articles by 高级研究员 海游.
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210 articles · Page 4 of 9
If Key Members Can't Be Retained, Distributors Can't Grow!
A recent study of distributor team building reveals that retaining key staff is far harder for distributors than for brands, due to both subjective perceptions and objective lack of HR structures. This article defines key members, analyzes five types of 'harm' bosses inflict, and offers two retention methods: boosting sales through knowledge, skills, attitude, and follow-up, and diversifying incentives beyond traditional socializing.
高级研究员 海游FMCG: Offline Channels Remain the Top Priority
A widely shared social media post declared '2022: Back to offline! 2023: Back to growth!' and urged eliminating all non-growth habits, products, and channels. For FMCG, offline still accounts for over 70% of business, and companies that ignore this will never grow big. The key is to focus on product competitiveness, channel competitiveness, and consumer competitiveness, with channels being the crucial bridge.
高级研究员 海游Management and Assessment Logic for Marketing Cadres at Different Levels
Several brand executives recently consulted me on how to assess marketing cadres, from salespeople to supervisors, managers, directors, and regional heads, aiming to establish an effective closed-loop mechanism that fosters mutual checks and balances, cohesion, and shared development. My initial reaction is that as companies grow, their existing organizational structures and assessment mechanisms may become mismatched, leading to gaps between management granularity and organizational capacity, which hinders strategic execution.
高级研究员 海游Brand Owners' Development Bottleneck: More Management, Less Empowerment for Distributors
The three-year pandemic served as a thorough health check for all FMCG manufacturers, exposing issues that have become increasingly apparent after the lifting of restrictions. This article discusses the significance, methods, and approaches of brand owners empowering their distributors, moving beyond the outdated habit of 'more management, less empowerment' from the demographic dividend era.
高级研究员 海游Building a Model Market: Without Strategic Thinking, Even the Best Tactics Are Useless
The selection of a model market is also a process of tactical implementation, requiring brand managers to think deeply. This article discusses the strategic importance of model markets, how to choose model regions and markets, and key factors for success.
高级研究员 海游Stabilize the 2023 Foundation: A Practical Guide for Distributors After the New Year
After the Lantern Festival, distributor teams should refocus and avoid falling back into old habits. This article provides practical steps for stabilizing this year's business foundation, including strengthening relationships with key customers, reviewing sales data, and coordinating with brand personnel on cooperation formats for key outlets.
高级研究员 海游Why Do Some Companies Make Money in a Daze, Yet Lose Money with Clear Eyes?
Product positioning should begin at the same time as product concept development. A discussion about Nongfu Spring's 'plain boiled water' product reveals that unclear product positioning leads to confused profits and clear losses.
高级研究员 海游Post-Pandemic Era: Manufacturers Should Accelerate the Creation of Four Types of Consumption Scenarios
Channels most affected by the pandemic are rebounding the strongest and offer the greatest growth potential. After three years of the pandemic, both macro-economic aggregates and micro-industrial structures have undergone dramatic changes, and FMCG channel dynamics are now influenced by non-market factors.
高级研究员 海游Unequal Profit Distribution Among Manufacturers and Distributors Turns 'Channels' into 'Obstacles'
No distribution model can be replicated; the best model must be created by the enterprise itself. 2023 is bound to be an unusual year, marking a new starting point in the post-pandemic era, with many brand owners gearing up to redefine their positions in the FMCG industry.
高级研究员 海游Exploring Markets, Seizing Products, Expanding Channels... Here Are the Key Words for Distributors' Strong Growth in 2023!
With the end of the pandemic, economic recovery is inevitable but takes time. This article provides eight key words for distributors to focus on in 2023, including product structure, profit models, channel structure, team structure, manufacturer-distributor cooperation, online-offline integration, continuous learning, and rebuilding confidence.
高级研究员 海游Annual Review | Six Common Problems in Distributor Operations
Regularly reviewing business results is key to ensuring effective alignment and implementation of goals, organization, mechanisms, and strategies. This article outlines six common problems distributors face, such as profit loss after price increases, rising costs with falling sales, high handling costs for aged inventory, shrinking profits despite scale growth, finding new growth sources, and determining optimal daily store visits.
高级研究员 海游Marketing Strategy Not Landing? It's a Timing Issue!
How to do the right things at the right time is worth every marketer's consideration. After discussing the five major operational strategies for FMCG companies—product, channel, organization, consumer, and expense—this article explores the time advancement strategy to implement these five strategies, emphasizing the importance of reviewing past issues, closing loops within each period, and maintaining a long-term perspective.
高级研究员 海游Crafting a Cost Strategy: Ensuring Every Penny Counts
A comprehensive and detailed cost budget can concretely and powerfully support a company's business strategy. To achieve this, it is essential to plan cost categories well, using the marketing 4Ps as a framework, and to manage costs transparently and rule-based, including clear cost-sharing ratios with distributors.
高级研究员 海游How Will the Epidemic Trend Affect Distributors' Spring Festival Gift Box Stocking?
Opportunities are reserved for those who are prepared; active and scientific preparation will always yield rewards. Many practitioners and distributors are pessimistic about this year's Spring Festival gift market, but my view is that opportunities favor the prepared, and proactive, scientific preparation will pay off. Reviewing last year's Spring Festival gift market, some distributors sold out and profited handsomely, while others suffered from insufficient stock or excessive inventory. The difference between profit and loss lies in a positive mindset and scientific stocking.
高级研究员 海游More Employees Testing Positive: How Can Distributors Navigate the Current Difficult Period?
Distributors face operational disruptions as frontline staff fall ill, requiring urgent measures: ensure operations, plan foodservice, integrate e-commerce, and manage the Spring Festival smoothly.
高级研究员 海游Organizational Strategy Without Implementation Makes Stable Operations an Empty Talk!
Performance appraisal guides salary and benefits, which in turn determine organizational stability. This article discusses organizational strategy for marketing teams in the FMCG industry, covering manpower allocation, team ownership, recruitment and training, and compensation and assessment, with a focus on optimizing market service through effective collaboration amid rising labor costs.
高级研究员 海游Channel Strategy Without Execution: How Can There Be Channel Competitiveness?
Channel competitiveness is a core asset for FMCG companies. This article discusses ten key considerations in channel strategy, including channel definition, SKU matching, channel prioritization, coverage requirements, execution standards, territory planning, visit planning, outlet rating, market mapping, and channel performance forecasting.
高级研究员 海游How to Develop Consumer Strategies to Effectively Boost Channel End-Pull?
Designing a sound consumer strategy is key to winning consumer mindshare. The end of the channel chain is the consumer, and most business failures occur at this stage. The core of product strategy boils down to three points: customer acquisition, repurchase, and average transaction value.
高级研究员 海游Diagnostic Loop: How Manufacturers Establish a Market Problem-Solving System
Market research reveals a common issue: a lack of standardized process from problem identification to resolution. This article outlines a four-step methodology—objective description, process review, execution analysis, and system empowerment—to build a comprehensive problem-solving system.
高级研究员 海游In a Rapidly Changing FMCG Market, How Can Companies Build a Learning Organization?
In several consulting projects this year, I shared the success stories of excellent companies with brand executives. A profound observation: executives from excellent companies have a strong learning atmosphere, taking notes seriously and discussing unclear points after meetings, with light in their eyes. In contrast, executives from mediocre companies appear busy, indifferent to learning, or only listen briefly without taking notes, frequently checking their phones and sending messages, appearing listless. Management guru Peter Drucker said, 'In a fiercely competitive and rapidly changing world, only learning organizations can survive and develop.'
高级研究员 海游Product Growth Stalling? Seven Product Strategy Insights to Unlock Breakthroughs
Corporate annual budgets typically encompass six strategies, with product strategy being a crucial component. Essentially, budget sales targets and expense planning are all based on product dimensions. If product strategy is unclear, other strategies cannot be precisely implemented. Today, we discuss seven dimensions that require deep consideration in product strategy.
高级研究员 海游Allied with Pepsi, What Makes CELSIUS, a Best-Seller in the US, So Appealing?
According to media reports, PepsiCo and Celsius Holdings, the maker of the US energy drink brand CELSIUS (Chinese name: 燃力士), announced a definitive agreement to establish a long-term strategic distribution arrangement. Concurrently, PepsiCo will make a net cash investment of $550 million (approximately RMB 3.7 billion) in Celsius Holdings, representing about 8.5% ownership. The strategic partnership is expected to accelerate growth for both companies globally.
高级研究员 海游2023 Budget Series: Six Strategies That Must Be Deeply Considered in Budgeting
Annual budgeting is a major task; if not thought through and done well, the coming year will be a mess. Once sales targets are set and marketing wheels start rolling, trivial matters overwhelm, leaving little room for holistic thinking, so teams operate on inertia and repeat mistakes. Many marketing managers have improvised, relying on platform and market dividends, but now it's getting harder. This article discusses six strategies that must be considered for next year's budget.
高级研究员 海游2023 Budget: A Few Suggestions on Regional Market Expenses
In October, most FMCG companies have started their annual budgeting. This article offers several reminders on expense budgeting to help companies avoid repeating the mistakes of the past year.
高级研究员 海游