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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 8 of 9
Community Group Buying: Neither Rejection nor Embrace Is the Best Choice!
Many friends have privately asked me about how to operate community group buying, but I declined to answer, partly because I don't understand it well enough to avoid misleading others, and partly because I'm not optimistic about it, so I see no need for in-depth research. Having recently had extensive contact with brand owners and distributors, I'd like to share their views on community group buying.
高级研究员 海游A Good Product in the Eyes of Distributors
This year, I've been handling Unified's Laotan Sauerkraut Sauce, Shiitake Mushroom Sauce, and Liangpi, and recently I've been assisting the team in recruiting distributors. After visiting dozens of distributors, I've concluded that the definition of a 'good product' differs between brand owners and distributors. If you insist on talking about your product's excellence from the brand's perspective, you may fail to understand distributors' needs and miss cooperation opportunities. Today, I'll discuss what factors determine whether distributors consider a product 'good'.
高级研究员 海游Frontline Teams Resist, Distributors Don't Take It Seriously—How to Actually Pull Off Digital Transformation?
The tide of digitalization in the FMCG industry has reached the doorsteps of terminal stores, with the wreckage of companies that can't swim floating around, and boats full of system vendors. Distributor bosses are anxious, asking where to start and how to do it, having installed multiple terminal systems without success. This article offers advice for manufacturers and distributors on digital transformation, emphasizing the importance of data collection, distributor engagement, and a phased, people-first approach.
高级研究员 海游New Product Distribution Combat - The "Leverage" Principle: Get the Right People and Split the Money Well!
Scan the QR code in the image to register. New product distribution requires speed, like a sudden spring breeze bringing thousands of pear blossoms. The author shares practical experience from assisting a first-tier brand, emphasizing the importance of selecting strong distributors and leveraging their resources, while ensuring fair compensation to achieve rapid market coverage.
高级研究员 海游8 Suggestions for Distributors: Business Is Difficult Every Year, but the 'Difficulty' Differs Each Year!
Scan the QR code in the image to register. In 2020, many distributors had a hard time. If you survived the past year without falling or being crushed, you should feel fortunate; in fact, you have outperformed many distributors around you. 2021 has officially begun, and although the shadow of the pandemic has almost dissipated, it is estimated that 2021 will not be easy for distributors either. Of course, every year is difficult, but the 'difficulty' faced each year is different. Therefore, this article offers 8 pertinent suggestions from the perspective of distributors.
高级研究员 海游Distributors: Why Can't You Grow Your Business?
Many distributors face a common question: why, after years of hard work, is my business still not growing? This article analyzes the possible reasons, including product issues, business model problems, management coordination, and resistance to new operational models, and offers practical advice for overcoming these bottlenecks.
高级研究员 海游Don't Let Vivid Materials Eat Into Your Profits
A conversation with a small business owner reveals that while companies focus on increasing sales, they often overlook cost control, particularly in the area of point-of-sale (POS) materials. By implementing better planning, usage standards, incentives, and audits, companies can significantly reduce waste and improve profitability.
高级研究员 海游2021 Dealers: Don't Repeat the Mistakes of the Past!
As the 2020 Spring Festival approaches, dealers are sharing their grievances about increasingly difficult business conditions worsened by the pandemic. Some complain about unsupportive employees, others about brand companies' inflexible sales targets and insufficient cost support, and some even consider quitting due to low profits. However, some dealers have thrived by leveraging product categories or business model innovations. This article addresses common dealer problems and offers practical solutions.
高级研究员 海游A Beverage Distributor's Practical Case: Net Profit Up 10% in 2020 Through Price Adjustments
In the market, pricing determines success; it's both an economic issue (demand elasticity) and a psychological one (buyer psychology). This article shares a case study of a distributor's price adjustment strategy in 2020. The distributor, Mr. Zhang, operates in a third-tier city with a population of 1.6 million, generating annual sales of 25 million yuan for a beverage brand, facing a main competitor with 20 million yuan in sales. He navigated price, profit, and volume challenges to achieve a 10% profit increase.
高级研究员 海游A Nongfu Spring Distributor's Performance-Based Salary Reform: A Real Case Study
A former Nongfu Spring distributor, facing intense competition and declining market share, sought advice on improving team performance. Through a series of salary reforms—simplifying metrics, focusing on volume, developing outlets, introducing PK incentives, and removing base salary—the distributor successfully boosted sales and team efficiency.
高级研究员 海游From Soldier to Middle Manager: Four Things Every FMCG Professional Must Do
Due to a project collaboration, I have been in close contact with middle managers from a listed company. The project is set to fully launch after the Spring Festival, requiring urgent recruitment of middle managers. Rapid hiring inevitably leads to varying degrees of fit, so the critical task for decision-makers is to assess these candidates. Based on brief interactions, I provide my evaluation criteria for determining whether managers are competent for middle management roles.
高级研究员 海游Distributors: Should You Stock Gift Boxes This Spring Festival?
As the Spring Festival approaches, distributors are torn between relying on the holiday for annual sales and fearing a repeat of last year's nationwide lockdowns that caused massive returns of gift boxes. The article advises a cautious approach: focus on low-risk areas, align production with demand, ship in batches, and prioritize safety over aggressive stocking.
高级研究员 海游Entering 2021, Marketers Should Abandon the 'Wait, Sit, and Rely' Mindset
As 2020 comes to a close, FMCG professionals have faced a turbulent year, with the pandemic hitting gift-oriented products hard and leading to significant income losses. The article urges marketers to abandon passive mindsets, embrace systematic thinking, adaptability, continuous learning, and proactive action to thrive in 2021.
高级研究员 海游Annual Sales of 30 Million and Growing: How Can Distributors Break Through Bottlenecks?
In a recent project, I encountered many regional large and medium-sized distributors, sensing a collective anxiety among them. The FMCG industry changes every three to five years, and breaking through bottlenecks to grow stronger often feels overwhelming. Take Mr. Li, a distributor in a prefecture-level city, as an example: he is a typical entrepreneurial distributor who left a mid-level management position at a brand company to start his own agency business eight years ago. For the past three to four years, his annual sales have hovered around 30 million yuan, with a regional population of 1.3 million and above-average consumption capacity. He has tried many methods to break through, all ending in failure. Today, we discuss this case to explore how trading companies at this level can grow bigger and stronger.
高级研究员 海游How to Effectively Eliminate the Deadly "Aged Inventory" Products?
In recent years, FMCG business has become increasingly difficult, and distributors' profits are razor-thin. Once slow-moving or overstocked products lead to aged inventory that needs urgent handling, manufacturers and distributors face not just reduced profits but potential annual losses. This article explores the causes of aged inventory and how digital transformation in demand planning, display, and user profiling can help eliminate it.
高级研究员 海游Less than 100 days to 2021, digital transformation: no choice, the only choice!
Click to read the original text for details. In recent years, digital transformation has been a buzzword for many. As Jack Ma said, the next decade is the last decade for traditional enterprises to undergo digital transformation. If you don't prepare for change today, in ten years you will surely be a target of digital poverty alleviation. This year's pandemic has accelerated the pace of digital transformation from government agencies to small and medium enterprises. Some companies have immediately established digital transformation departments or assigned similar departments like innovation marketing to lead the effort. So, what are the key considerations among the many enterprises undergoing transformation? Today, let's discuss my views on the FMCG industry.
高级研究员 海游Jinmailang Beverages: Crisis and Opportunity!
In recent years, Jinmailang has been a benchmark for growth in the FMCG market, ranking first among large and medium-sized beverage companies for six consecutive years. Its 'Four-in-One' distributor operation model is also an industry benchmark. However, after visiting markets in Shanxi, Henan, Shandong, and Hubei, the author identifies key challenges: the need to upgrade the Four-in-One model, the urgency of consumer education for Liangbai Kai (cool boiled water), and the need to gradually abandon the follow-the-leader and low-price strategies.
高级研究员 海游Market Research: The Starting Point of an Excellent Sales Director
Opening recruitment websites, one finds that the most frequently advertised positions in FMCG companies are for channel development. Indeed, channel development is the first step for a company to monetize its products. Fifteen years ago, with rapid economic and population growth, channel development was relatively easy; as long as the product was available and the 'old playbook' was followed, subsequent marketing efforts usually went smoothly. However, in recent years, this is no longer the case: products are developed, but channel development is difficult; even when distributors are found, nurturing them is challenging, leading to 'abandoned' markets. What exactly is the reason? Even when farmers have favorable weather, they may still have poor harvests, which can be attributed to three reasons...
高级研究员 海游Nongfu Spring: Crisis and Opportunity!
In September, Nongfu Spring listed on the Hong Kong Stock Exchange. Founder and Chairman Zhong Shanshan stated that listing is just a new beginning. The IPO showcased the company's strength and high profitability, but the article warns of challenges ahead, including product quality and price upgrades, as well as dealer model evolution.
高级研究员 海游Brand Owners & Distributors—Terminal Systems: Use with Caution!
As internet technology continues to penetrate the FMCG industry, digital empowerment is increasingly valued by enterprises. Most manufacturers have entered the shallow waters of digital transformation, gaining 'clairvoyant' insights and enabling products and services to reach further down the chain. Terminal systems, essential for market operations, have proliferated with various competitive strengths, yet they also bring confusion to all manufacturers. This article discusses terminal systems from a personal perspective, emphasizing that while they are crucial for data collection, their core logic should focus on tasks rather than personnel management, and their true value lies in enabling precise and authentic data-driven decision-making.
高级研究员 海游Nongfu Spring's Listing, Tsingtao-Nestle Alliance: What Pitfalls Should Bottled Water Companies Avoid to Succeed?
The recent listing of bottled water giant Nongfu Spring has caused a stir in the industry, with many media outlets calling it not 'Nature's Porter' but 'Nature's Money Printer,' bringing the bottled water business back into focus and even attracting capital seeking investment opportunities. With over a decade of experience in bottled water sales, I'd like to share some pitfalls we've encountered from a marketing perspective.
高级研究员 海游Nature's "Transporter" Transforms into a "Money Printer" About to Go Public: What Has Nongfu Spring Done?
On July 31, according to the CSRC official website, Nongfu Spring Co., Ltd. was approved to issue up to 1.38 billion overseas listed foreign shares with a par value of RMB 0.1 per share, all common shares. After the issuance, the company can list on the main board of the Hong Kong Stock Exchange. Nongfu Spring's official listing is imminent, and after its generous sponsorship of the space industry, it has now achieved space-like speed. Today, we share a few things you should know about Nongfu Spring.
高级研究员 海游Distributors: Managing Post-90s Employees—Don't Talk Good or Bad, Talk Numbers!
The FMCG industry is evolving rapidly with the internet, and digital transformation for distributors is moving into practical implementation. This article focuses on how distributors can use digitalization to manage people effectively, covering three key areas: team allocation mechanisms, team cohesion, and organizational performance, all enhanced by data-driven approaches.
高级研究员 海游Distributors: Is Your Marketing Spend Worth It? If Troubling, Try Digital Investment
Zhao Bo, founder of New Distribution, noted on social media that many companies are now sending dozens of executives to the China FMCG Conference, indicating that digital transformation is moving from concept to implementation. The hardest part to change is not organization or model, but interests and mindsets. Indeed, as brand owners digitize, distributors must also adopt digital tools to manage costs and working capital efficiently.
高级研究员 海游