Articles by 宁晓伟

The Year's Plan Begins at the 'Water Head': Seven Keys and Five 'Must-Nots' for Mastering the Water Head Inventory Push

The 'Water Head' (wholesale ordering meeting) is the flashpoint and commanding height of the annual beverage war. Seizing the 'Water Head' is not only the core task for beverage companies to capture channels but also the foundational move to gain sales initiative, market leverage, and channel voice. Many beverage companies have set up special task forces for this, as evidenced by the ordering policy sheets on the tables of second-tier distributors. The year-start inventory push is increasingly valued by manufacturers for three main reasons: first, to lay the foundation for the peak season (late April to early October) and even the whole year's sales; second, to estimate annual production tasks based on distributor payments and orders, avoiding blind production; third, to occupy distributors' capital and warehouse space through substantial discounts, thereby reducing their attention to other brands.