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Articles by 增祥文
Browse 2 New Distribution articles by 增祥文.
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Abandon Illusions of Online Sales, APP Sales, Direct Sales, and Group Buying; Pre-Investment Remains the Key to Victory
This article argues that pre-investment in consumer cultivation and market pull is essential for success in the FMCG industry, despite the allure of e-commerce and direct sales. It warns against over-reliance on online channels without prior brand building, using examples from the liquor industry to illustrate the consequences of neglecting pre-investment.
增祥文Terminals, Still Terminals
This article argues that FMCG companies must prioritize terminal marketing, as those who avoid it will perish, while those who approach it without proper cost management will also fail. It emphasizes that the key to successful terminal marketing lies in cost planning, brand building, and strategic terminal layout, rather than mere tactical execution.
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