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Articles by 海游
Browse 42 New Distribution articles by 海游.
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42 articles · Page 2 of 2
Salespeople Hard to Recruit, Manage, and Retain? The Key Lies in Performance Management | Practical Insights
As 2019 draws to a close, the author reflects on the year's work, focusing on performance management—the most challenging aspect of HR and enterprise management. The article outlines key management areas for sales teams, effective sales target setting, and how to use performance appraisals to manage sales teams, emphasizing the importance of clear processes, continuous tracking, and scientific goal-setting.
海游No Vehicles, No Outlets; No Outlets, No Sales | Jinmailang's Four-in-One: You Can't Learn It!
Many have asked why Jinmailang maintains rapid growth in both noodles and beverages despite shrinking market share. The Four-in-One model is key, but many companies fail to replicate it because they miss three core logics: human efficiency, outlet and service, and digital terminal systems.
海游Do Distributors Really Have No Value?
The sales position of distributors has been largely overlooked by marketing gurus, but it is often extremely important in actual market operations. This article argues that distributors still hold significant value and provides a step-by-step guide on how to develop and manage distributors effectively.
海游Lead Your Troops Well, Win the Battle | A Practical Guide for Regional Managers
Fifteen years ago, when I first entered the beverage business, I deeply admired a few sales superstars. I vividly remember that during one peak-season month, a wholesale salesperson named Zhang achieved nearly 200,000 in sales, accounting for 50% of the total sales of an 11-person team. On some days, his single-day sales exceeded what some salespeople made in a month, truly achieving the feat of one person doing the work of ten. Looking back, it was the extensive marketing and management models that created these FMCG elites, but as channel refinement became more widespread, these sales gods gradually disappeared. Today's competition is no longer about individual heroism but about team collaboration. Building a strong team is essential for achieving long-term, sustainable competitive advantage and is the greatest test for sales managers.
海游Defensive Battle of Strong Brands | Nongfu Spring's Dealer Reform in 2014
Before discussing how strong brands defend their dominance, one must deeply understand what they are defending and its significance. This article explains the concept of strong brands, how they defend their position, and how Nongfu Spring adjusted its dealers to counter competitors.
海游Facing Market Encirclement by Nongfu Spring, C'estbon, and Ganten, How Can Small Brands 'Snatch Food from the Tiger's Mouth'?
The author, with 12 years of experience in bottled water sales management, shares insights on how weak brands can achieve regional dominance despite being squeezed by strong competitors. Drawing on examples and strategic principles like guerrilla and offensive warfare, the article offers practical tactics for small brands to focus resources and carve out their own territory.
海游Salespeople who don't obey orders, and those who obey don't make money. Managing salespeople requires real skill!
Recently, I organized a mid-to-senior management review of 2019 HR work, which gave me much to reflect on. Personnel, especially talent, attrition can cause significant losses to a company, and losing talent to competitors doubles the damage. A qualified operator focuses on two things: personnel and finance. In my view, personnel work is even more important than finance; it can be understood as: with 'people' (talent) there are 'things' (tasks), and with 'things' there is 'market' (market share). Today, I'll share how to view team management from an HR perspective.
海游When a Distributor Marries a Manufacturer: How to Manage the Marital Relationship
The relationship between manufacturers and distributors is often debated, with various metaphors like fish and water, partners, or lovers. This article argues that the ideal relationship is akin to a marriage, characterized by equality, mutual love, benefit, and shared goals. It analyzes the needs of both parties and provides practical advice on how to maintain a harmonious and productive partnership.
海游Year-End: How Should Regional Managers Select Distributors?
As the fiscal year for beverage companies draws to a close, many are reviewing their performance, with a key focus on selecting distributors for the coming year. The relationship between brands and distributors is delicate—mutually dependent yet mutually exclusive. Choosing the right distributor can double your results with half the effort, while a wrong choice can have the opposite effect. This article explores several dimensions to consider when selecting regional distributors.
海游Is Credit Sales Suicide? That's Because You Don't Know How to Do It!
This article discusses a key task for the off-season: building market fundamentals. It argues that credit sales, when executed properly, can be a cost-effective way to expand distribution points and increase SKU per store, despite potential risks. The article provides a detailed operational plan covering product selection, process, verification, bad debt handling, and follow-up services.
海游Regional Manager Annual Budget Planning Guide | Calculate Smart, Execute Well!
In golden October, as the annual beverage sales work draws to a close, the most important task besides sales performance is preparing the 2020 budget. Budgeting is both crucial and tedious: it guides next year's sales, profits, staffing, and market investment, yet requires meticulous attention and constant revision. Drawing on over a decade of budgeting experience, the author shares insights, outlining a five-stage process from reflection to finalization.
海游Off-Season Not Dull | Bottled Water: A Guide to Navigating the Off-Season Market
In October, as bottled water enters its off-season, many water companies' sales staff struggle to meet annual targets with limited budgets. Common tactics like using distributor rebates or threatening distribution rights to force stockpiling lead to unsold inventory and brand damage. This article explores how to achieve performance goals without such consequences by focusing on product structure and channel characteristics, emphasizing that there is only one bottleneck to overcome for growth.
海游Natural Mineral Water: Deep Waters, Yili Should Be Cautious!
On September 7, Yili held the groundbreaking ceremony for its Antu Yili Changbai Mountain natural mineral water project, marking its official entry into the mineral water sector. This article analyzes the opportunities and challenges of operating natural mineral water, emphasizing the need for dimensional competition and niche market strategies.
海游Practical Tips | Revisiting the Human Wave Tactic: Sometimes Brute Force Works Better Than Art in Offline Competition!
This article revisits the human wave tactic in FMCG consumer promotions, arguing that despite the rise of internet thinking, traditional channel tactics remain effective, especially for SMEs. It provides a detailed guide on how to execute human wave promotions to build regional brands, covering preparation, execution, and evaluation.
海游Beverage Peak Season: 5 Rights + 1 Action – How to Manage Your Own Freezer!
As summer approaches, the beverage battleground shifts from shelves to freezers, where thousands of SKUs compete for limited space. This article outlines four common tactics manufacturers use (investing in, buying, swapping, and stuffing ice), then details five correct practices and one hands-on action for managing your own freezer units effectively, including placement, execution, tracking, and team leadership.
海游Practical Tips | From "Promotion" to "Winning Sales": Decoding the Underlying Logic of Promotions!
July is the peak season for beverage sales, and all manufacturers and distributors engage in fierce promotional battles. However, many promotions, even from top brands, fail to resonate and are often counterproductive. This article summarizes the purpose and effects of promotions, outlines the four key points for successful promotions, and emphasizes the importance of product flow, assessment chains, and timing, location, and harmony.
海游Zhong Shanshan: Persisting in Doing a Good Job at the Three-Meter Cashier Counter is the Key Action for Nongfu Spring's Success!
In the past, before the internet was widespread, most FMCG practitioners advocated and believed in the supremacy of terminals and channels. However, in recent years, as the internet has fully penetrated offline, some have begun to claim that the era of terminal supremacy is over and that those who don't keep up will be eliminated. Many of these critics are theoretical researchers. Although their logic is rigorous and well-founded, I don't believe these academics are more capable than the leaders of billion-yuan enterprises. If they disagree, I'd rather trust the chairmen, as practical results don't lie.
海游Jinmailang and Nongfu Spring's Top Sales Performers: They Only Got One Thing Right
This article discusses how FMCG companies can improve employee efficiency through terminal management systems, using Jinmailang and Nongfu Spring as examples. It emphasizes that companies should choose a system based on their specific needs, whether focusing on market fundamentals (for growth-stage companies) or sales fundamentals (for mature companies).
海游