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Articles by 潘利华
Browse 10 New Distribution articles by 潘利华.
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Retail Prices of 2, 3, 5 Yuan Drinks Have Little to Do with Costs...
Recently, Nongfu Spring initiated its IPO, becoming industry news. One point of heated discussion was the 60.2% gross margin for packaged drinking water disclosed in its prospectus. Additionally, Six Walnut's prospectus showed that a 5-yuan can costs about 1 yuan to produce, with the can itself accounting for over half the cost.
潘利华Beyond Sales Performance: What's the Secret of a Successful City Manager?
In the FMCG industry, as companies shift from extensive to refined management, city managers have become crucial. Successful city managers excel in self-discipline, maintaining a clean office, fostering a positive team atmosphere, gaining market insights, and developing subordinates. Their secret lies in leading by example and creating an environment where the team can thrive.
潘利华Where Should My Products Be Sold and How Should the Channel Be Designed?
Where to sell products is a question every FMCG practitioner faces. Although mature companies have established channel models, channel design is not static. Given rapid market changes, increasing channel fragmentation, China's vast geography, and complex retail formats, designing an effective market channel is crucial for FMCG manufacturers' survival and growth.
潘利华How to Manage Post-95s and Post-00s FMCG Sales Representatives in the Frontline Market?
As more post-95s and even post-00s enter the workforce, frontline sales representatives in the FMCG industry are being replaced by these young people. How should these young sales reps be managed? They are smart, eager to learn, and willing to change, but they lack experience, patience, and dislike being disciplined. Traditional training methods, such as hiring external trainers or having excellent office managers serve as internal trainers, are outdated. A platform-based thinking approach is needed to manage young people effectively.
潘利华After Over a Decade in FMCG Sales, It's Time to Shift from Channels to Scenarios!
When it comes to channels, many practitioners first think of traditional ones like hypermarkets, community supermarkets, and grocery stores, which have dominated the market for years. Recently, online channels such as community group buying, O2O delivery platforms, e-commerce, and livestream selling have emerged, but their sales share is limited, and frontline salespeople often find them hard to reach or influence. However, this doesn't mean frontline business is confined to traditional channels; instead, we should adopt a scenario-based mindset to discover new opportunities. By understanding that behind every channel lies a consumption scenario, salespeople can identify new scenarios, match them with appropriate products, and create incremental growth.
潘利华Distribution Without Display Is Useless; Only Shelf Placement Counts. The Core of Market Competition Is Securing Prime Display Positions!
Display is a perennial topic for any FMCG manufacturer. Good display can increase sales by ten to even dozens of percentage points, especially for impulse-buy snack and beverage brands that need constant visual stimulation. In the past, channels were simpler and products homogeneous, so price competition dominated. Now, with rising consumption levels, diverse products, and fragmented channels, price is no longer the key factor; display has become crucial. This article systematically discusses online and offline display principles and strategies.
潘利华Incentive Handbook for Frontline Sales Staff
Whether for FMCG companies or distributors, products are ultimately sold by frontline sales staff. FMCG companies face the national market, while distributors deal with retail outlets scattered across various regions. With dozens or even hundreds of salespeople, most of whom are not under the boss's direct supervision and spend their days in the market, it is crucial to use incentives to achieve set work goals. This article explores incentive methods for frontline sales staff from the perspectives of FMCG companies and distributors. Effective incentives can boost employee motivation; conversely, poorly designed incentives can lead to losses.
潘利华If You Had 100 Million Yuan for Market Terminal Expenses, How Would You Invest to Ensure Returns?
If you were given 100 million yuan for market terminal expenses, how would you allocate it? In the FMCG sector, besides end consumers, the most important are traditional offline retail outlets. There are nearly 5 million mom-and-pop grocery stores in China alone, plus hypermarkets and convenience stores, totaling about 6-7 million retail terminals. These terminals are business entities in themselves. Both distributors and brand owners must consider investing in them to encourage them to sell more of their products. When it comes to investment, the question of how to invest inevitably arises.
潘利华Self-Rescue Guide for FMCG Manufacturers: Strategic Deployment Amid the Pandemic
Although the pandemic is still ongoing, FMCG manufacturers are gradually resuming work. For 2020 post-pandemic, FMCG manufacturers need to focus on marketing trends and opportunities, whether consumer behavior will change due to the pandemic, and how to plan marketing based on consumer changes. To address this, New Distribution invited Mr. Pan Lihua from Swire Coca-Cola to discuss key work priorities for FMCG manufacturers at different stages of the pandemic and under different consumer demand contexts. We can broadly divide the pandemic period and post-pandemic into four stages...
潘利华How Should Top Brands Conquer the Lower-Tier Market?
On July 26, 2018, Pinduoduo went public on NASDAQ, bringing the term 'lower-tier market' into the spotlight. The success of companies like Pinduoduo and Guming Tea, which focus on small-town markets, has surprised businesses that concentrate on first- and second-tier cities. This article analyzes what the lower-tier market is and how to effectively enter it, using Coca-Cola's approach as an example.
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