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Articles by 曾祥文
Browse 10 New Distribution articles by 曾祥文.
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10 articles · Page 1 of 1
Premium Pricing = 'Good Value for Money'? Your Understanding of 'Good Value for Money' Is Wrong!
This article argues that premium pricing, not low pricing, is the key to brand success. It explains that 'good value for money' means lowering the consumer's total cost and increasing total value, not just the price. Through case studies, it shows how high-price strategies can break monopolies and achieve market leadership.
曾祥文How Much Profit Margin Should You Leave for Distributors?
In consulting practice, I often encounter salespeople who claim that distributors are purely profit-driven. But the 'profit' they seek has 108 forms, including profit rate, total profit, and as a tool for developing retail outlets. This article uses case studies and a four-quadrant model to explain how to determine the appropriate profit margin for distributors, emphasizing that the right strategy depends on core capabilities and market dynamics.
曾祥文Do You Also Think: Reducing Intermediate Links Reduces Costs?
In recent years, some business models in the baijiu industry have been based on the idea of reducing intermediate links to cut costs. However, Mr. Zeng Xiangwen argues that this notion is flawed, and that in a competitive market, no existing channel link is redundant. Removing intermediaries often raises, not lowers, channel costs due to loss of specialization and scale.
曾祥文No Middlemen to Take a Cut: A Good Deal or Not? — The Hidden Logic of Lies and Truths
In recent years, the Baijiu industry has seen business models claiming to reduce costs by cutting out middlemen. Zeng Xiangwen argues this is false; existing channel members are not redundant, and removing them often raises costs. The real way to lower channel costs is through reducing transaction and management costs, using methods like frictionless channels, Industry 4.0, and cross-channel performance management.
曾祥文Terminals, Still Terminals
First, you must work on terminals. In the baijiu industry, there are three types of companies: those that don't work on terminals and die; those that work on terminals and die; and those that work on terminals and profit. Without terminal support, products won't enter mainstream terminals and won't become market leaders. Attempts to bypass terminals—such as e-commerce direct sales, trunk projects, bribery promotions, or circle marketing—will all face diminishing returns, with slower development, higher maintenance costs, and lower value.
曾祥文Terminal Marketing: 20 Key Concepts
Without clear terminal strategy, evidence, and support, attracting distributors is difficult, leading to a cycle of hiring and firing salespeople. This article outlines 22 key concepts of terminal marketing, emphasizing the importance of terminal strategy, core terminals, and the distinction between sales and promotional terminals, to help companies succeed in the competitive FMCG market.
曾祥文Being a Quiet Success: Principles and Techniques for Doubling Single-Store Performance
This article discusses the principles and techniques for significantly increasing the performance of individual retail stores, emphasizing the importance of the terminal point in the distribution chain and the concept of 'matching' as the key to success. It provides case studies and philosophical insights to illustrate that success comes from alignment rather than force.
曾祥文High-Price Competition: The Precipice Is Actually a Smooth Road
This article argues that high-price strategy, not low-price competition, is the key to success for brands facing dominant competitors or market saturation. Drawing on years of consulting experience, the author illustrates how premium pricing enables resource integration, consumer value creation, and market differentiation, citing examples like Matsushita, Shui Jing Fang, and Virgin.
曾祥文Marketing or Sales? Strategic Choices in Manufacturer-Dealer Relations in the Internet Era
At the start of the year, Moutai and Langjiu clashed with several well-known vertical liquor e-commerce platforms over online sales authorization; shortly after, a major e-commerce platform approached Wuliangye about a 'Xiaomi model,' but Wuliangye received them warmly without substantive engagement. Recently, Moutai publicly distanced itself from nearly all vertical liquor e-commerce platforms. In contrast, liquor companies like Fenjiu, Dukang, and Songhe are flocking to e-commerce, spending millions in service fees to gain attention on these platforms. This article explores the reasons behind these differing attitudes and discusses strategic choices for manufacturer-dealer relations in the internet era.
曾祥文Winning Terminal Marketing: 22 Key Concepts You Must Know
This article outlines 22 essential concepts for terminal marketing, emphasizing that without a clear terminal strategy, evidence, and support, attracting distributors is difficult. It covers topics from defining terminals and strategic planning to core terminals, promotional terminals, and management tools, providing a comprehensive framework for effective terminal operations.
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