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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 5 of 9
How Should FMCG Companies Plan Their Annual Budget for 2023?
This is the time of year when FMCG companies plan their annual budgets for the coming year. Recently, I've received many calls about annual planning, and I'd like to share a few key reminders. Based on my experience with corporate budget planning, I've identified several critical points to consider.
高级研究员 海游Food and Beverage 'Assassins' Emerge Frequently, Kunlun Mountain Mineral Water Wins with Quality
As the 'ice cream assassin' controversy settles, 'baby water assassins' follow suit. Some food and beverage products pursue high prices without corresponding quality, leaving consumers feeling 'stabbed' after payment, which not only affects brand favorability but also disrupts normal market price expectations. In contrast, some high-quality natural mineral waters still adhere to a people-friendly pricing strategy. With improved quality of life, the health benefits of minerals have received unprecedented attention, and mineral water is gaining popularity for its purity, naturalness, and richness in beneficial minerals...
高级研究员 海游Startup Brands: If You Can't Win the "Area," Focus on Winning the "Store"!
Core terminals hold significant value for startup brands. 1. I propose that due to resource constraints, startups should shift from "outlet development" to "enhancing outlet competitiveness," and from "winning at the terminal" to "winning among core terminals." In short, with low sales, low profits, and limited budgets, survival requires focusing resources on select outlets, building core terminals, and collaborating symbiotically to gradually influence a wider area. 2. Startup brands need to leverage the brand power of retailers, for example...
高级研究员 海游The Evolution of FMCG Offline Channel Coverage
In the FMCG industry, channel dominance has always been a strategic priority for manufacturers. Almost every successful company has a unique channel coverage model, such as Nongfu Spring's exclusive distributor model, Jinmailang's four-in-one partnership, Tsingtao Beer's two-tier distribution, and Coca-Cola's 101 model. This article reviews the history of China's FMCG offline channel coverage evolution.
高级研究员 海游Methodology: How Marketing Directors Solve Problems Found During Market Visits?
A friend recently asked me privately: finding problems is only the first step; solving them is the key. Is there a specific methodology? The general logic is: market visits and research only reveal existing problems, but behind the problems, is there a lack of process and system? If not, then check if execution is lacking. Finally, how to implement it in system tools? Today we focus on this.
高级研究员 海游Thinking About Digital Transformation? Consider These Questions First!
Based on several projects involving brand owners' digital transformation, this article shares insights on key issues such as whether to optimize organization or processes first, bridging IT and operational language gaps, adopting an iterative approach to transformation design, and the need for top management to embrace criticism and self-challenge.
高级研究员 海游Why Isn't Your Product Selling? A Consumer-Centric Perspective
This article explains why products fail to sell by examining consumer behavior through the Fogg Behavior Model and emphasizing the importance of understanding consumer needs. It advises marketers to view products from the consumer's perspective, focusing on motivation, ability, and triggers, and to conduct deep consumer insights to uncover real demands.
高级研究员 海游FMCG Manufacturers: This Mid-Autumn Festival Should Be Celebrated 'Rationally'!
With the Mid-Autumn Festival approaching, market sentiment is weak, and channel partners are reluctant to stock up. This article offers rational advice for FMCG manufacturers and distributors, emphasizing respect for objective facts, scientific inventory pressure under channel digitalization, and lessons for holiday marketing.
高级研究员 海游Excellent Companies 'Empower' Distributors, Mediocre Companies 'Use' Distributors!
In market visits, a phenomenon is observed: many top regional distributors have grown alongside one or two excellent brand companies, with partnerships lasting 5, 10, or even 20 years, significantly enhancing their operational capabilities. Conversely, some distributors with growth potential stagnate or decline due to their brand partners. For brand companies, marketing teams prefer to 'attach to big names' and seek strong distributors to ensure sales targets, but the reality is that top distributors are limited. The article argues that excellent companies 'cultivate' distributors, while mediocre companies 'use' them, and discusses how to define and improve distributor relationships.
高级研究员 海游Practical Guide: How Can Brand Owners Achieve Store Self-Ordering and Display Maintenance?
In recent years, due to rising labor costs and the spread of internet technology, many brand owners have attempted to enable terminal stores to place orders and maintain displays autonomously. Except for a few industry leaders leveraging their channel coverage, product mix, brand power, and digital capabilities, most brand owners have not achieved satisfactory results. The core issue is not technology or operational skills but the store owners' willingness to use the app. This article explores how mid-sized enterprises can address the willingness problem through selection, incentives, verification, and process design.
高级研究员 海游Reasonable Channel Policies Are the Cornerstone of Deep Distribution
The article discusses the importance of designing reasonable channel policies for deep distribution, emphasizing that overly detailed policies can be counterproductive. It provides principles for policy formulation, the need for effective communication and execution, and the importance of collecting feedback from the field.
高级研究员 海游Big News! ChouBao Luosifen Enters Sam's Club, Multi-Channel Interaction Boosts Distributors' Business
For distributors, is luosifen a good business? Some say yes, some say no. Let's look at the data: According to the Liuzhou Municipal Commerce Bureau of Guangxi, in 2021, the sales revenue of the entire Liuzhou luosifen industry chain reached 50.16 billion yuan, of which packaged Liuzhou luosifen sales revenue reached 15.197 billion yuan, a year-on-year increase of 38.23%. Despite the siege of traditional instant food categories, its development momentum remains the 'top trend' in the instant food category, and the answer is self-evident. In 2022, the luosifen market is still in the industry development period, with more and more brands joining this camp, which will inevitably dilute distributors' attention in product selection. How should distributors choose their ideal business partner from the many brands? Today we recommend a new brand in the luosifen track - ChouBao Luosifen.
高级研究员 海游Analyzing the Success Potential of Yuanqi Cola from Product, Channel, and Consumer Perspectives
Yuanqi Forest has launched a cola-flavored sparkling soda, sparking industry debate. This article analyzes its competitive potential from product, channel, and consumer dimensions, concluding that while it faces challenges against giants like Coca-Cola, its success depends on consumer acceptance and long-term brand building.
高级研究员 海游Thinking About Product Sell-Through from the Perspective of Competition
A brand executive discusses the challenge of driving sell-through for their second engine product. The article explores three core competitive advantages—product, channel, and consumer competitiveness—essential for successful product sell-through in the current market landscape.
高级研究员 海游How Can Management Teams Break Down Existing Walls and Reshape Their Mindsets?
This article discusses how FMCG management teams can break through their existing cognitive barriers and reshape their thinking. It provides a case study and three methods for rebuilding cognition: communicating with business-related people, seeking advice from experts, and thinking and summarizing regularly.
高级研究员 海游How Do Excellent Teams Build Combat Effectiveness? Go Out and Bring In!
This topic is likely to resonate with many FMCG practitioners, especially those in large and medium-sized brand companies. I have personally experienced this: while accompanying a provincial general manager on a market visit (not at month-end), we had several meetings totaling nearly four hours in one day, plus dozens of phone calls, almost chaining us to our phones. I once had a similar experience: after daily market work, various online meetings would start at 8 PM and last until 10, 11, or even 12 PM, sometimes requiring attendance again at 7 AM the next morning. Occasional late meetings are fine, but over time they exhaust both mind and body. At that point, meetings are not about improving efficiency but about killing employee passion. Today, let's discuss some suggestions about meetings.
高级研究员 海游Dealers Tripped Up Again and Again by Inertial Thinking
A recent consulting project with a leading FMCG company revealed that while dealers are increasingly adopting digital tools, their data analysis capabilities remain weak, often relying on outdated business thinking. This article highlights several common inertial thinking patterns among dealers, such as focusing only on high-volume outlets, neglecting customer acquisition and repurchase, and overlooking competitive display, and offers practical suggestions for improvement.
高级研究员 海游Three Years of Pandemic: Distributors in Deep Water
The article reviews the challenges FMCG distributors faced during three years of the pandemic, including two waves of bankruptcies in 2020, the impact of community group buying in 2021, and the deepening consumption downturn in 2022. It highlights successful cases and emphasizes the importance of continuous learning and exchange for business growth.
高级研究员 海游Returning to the Offline Fundamentals: What Are the Four Core Capabilities for Distributors?
Amid repeated pandemic outbreaks, economic downturn, weak markets, consumption downgrading, and rising raw material costs, distributors face uncertainty. The article argues that when the future is unclear, distributors should focus on their fundamentals—the things that cannot be changed, taken away, or lost—and outlines four core capabilities: sales basics, market basics, team leadership, and the distributor boss's learning ability.
高级研究员 海游Manufacturer-Dealer Game: Where Does the Dealer's Voice Lie?
A dealer's voice is not about who has the final say, but about achieving mutual benefit. Dealers can strengthen their position by developing scale, channel control, operational capability, and digital proficiency, making themselves indispensable to brand owners.
高级研究员 海游How Should Distributors Think Deeply and Build Momentum for Growth During Epidemic Lockdowns?
A distributor in a county-level city called to ask how to handle a sudden lockdown that halted his planned market push for a new beverage brand. The article advises using the downtime to review data, outlets, team, and hardware, and to prepare strategically for post-lockdown growth.
高级研究员 海游Training | How Can Brand Personnel Communicate Efficiently with Distributors?
Most discord between manufacturers and distributors stems from communication, especially at month-end when brand salespeople face performance pressure and distributors face cash flow and inventory pressure, leading to frequent arguments and fallouts. This article explores the underlying logic of efficient manufacturer-distributor communication, including the four factors of fact, viewpoint, stance, and belief, and emphasizes the need for brand personnel to elevate their thinking dimensions from linear to multi-dimensional to better serve distributors of varying scales.
高级研究员 海游Growth Logic for FMCG Manufacturers Amid the Pandemic
Amid the pandemic, FMCG manufacturers face changing consumer behavior and consumption downgrades. Growth now hinges on choosing between volume and premium pricing, adapting to younger consumers' rational spending, and exploring multi-scenario, multi-channel strategies.
高级研究员 海游How to Build a High-Performance Marketing Team from a Practical Perspective?
Improving team combat effectiveness requires training, and as the FMCG industry enters a shrinking market, the value of human efficiency is amplified, prompting many manufacturers to gradually improve their training teams. Having participated in numerous corporate trainings, I've found a common issue: brands often resort to last-minute information cramming in the face of urgent matters, and despite the trainer's best efforts, results fall short of expectations.
高级研究员 海游