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Articles by 刘杰
Browse 12 New Distribution articles by 刘杰.
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In Practice: Just These 12 Steps, a Novice Sold New Products Worth 3 Million!
Boss Zhang, a food distributor in Nanjing, primarily handles Mengniu milk and local snacks, with annual sales around 30 million yuan, 70% from milk. Due to short shelf life and low profits, he chose a sauce-flavored liquor brand from Maotai Town, Guizhou. With effective market promotion and manufacturer support, he achieved sales of 3.68 million yuan in the first year.
刘杰In Practice: Just These 12 Steps, a Novice Sold New Products Worth 3 Million!
Zhang, a food distributor in Nanjing, primarily handles Mengniu milk and local snacks, with annual sales around 30 million yuan, 70% from milk. Due to short shelf life and low profits, he chose a sauce-flavored liquor brand from Maotai Town, Guizhou. With effective market promotion and manufacturer support, he achieved sales of 3.68 million yuan in the first year.
刘杰Grasp These Three Points, and Management Is Not Difficult
When it comes to enterprise management, the topic may seem broad, and in actual operations, doing it well is indeed not easy. Based on years of practical management experience, the author believes that as long as you grasp these three points, enterprise management is actually not difficult: solving employees' motivation, solving employees' capabilities, and forming a management methodology suited to the enterprise's actual situation.
刘杰Mid-Autumn Festival Approaching, Preparing for the Peak Season: How to Successfully "Fill Up" Dealers' Warehouses?
As the Mid-Autumn Festival approaches and the weather cools, the traditional sales peak season for many food companies, especially confectionery companies, is about to begin. Most of the remaining annual sales tasks must be completed in the final months. A key step to achieving this is to effectively "fill up" dealers' warehouses (often described as "expanding their bellies"). This involves making dealers carry inventory beyond actual market demand or safety stock levels, which requires careful product selection, promotional strategies, and timing.
刘杰Key Control Points for the Four Major Channel Types in FMCG
The concept of a channel refers to a series of interdependent organizations that work to make a product or service available for use or consumption. Channels are one of the most important elements of the marketing 4Ps and are crucial for a company to smoothly move products from the manufacturer to the consumer. In a context of highly homogeneous products and similar prices, channels become the key to winning the market, as the saying goes, 'Those who control the channels control the world.' In actual marketing practice, companies of different sizes and natures have different standards and names for channel classification, but generally, FMCG channels are divided into the following types: circulation channels, KA channels, special channels, and 'mom-and-pop stores'.
刘杰Eight Key Factors for Selecting Breakthrough Products in Regional Markets
This article is reprinted from FMCG Distributor Professional Consulting Management (kxpjxszyzxgl). A breakthrough product refers to a product or product portfolio used to achieve market breakthroughs first. For a regional market, the fundamental way to achieve successful breakthroughs lies in selecting the right key breakthrough products for that market. In actual marketing, what are the main reference factors for selecting breakthrough products? After systematic research and analysis, the author believes the following eight factors are crucial!
刘杰Analytical Summary Models Essential for Terminal Promotions
Terminal promotions have become the norm, with companies employing various tactics at the retail level. After a promotion ends, it is crucial to analyze whether it achieved its intended effects, the return on investment, and any shortcomings in execution. This article outlines key analytical points, including whether promotional objectives were met, whether basic requirements such as sales targets, display standards, store coverage, input-output ratio, and promoter quality were fulfilled, and the importance of examining details.
刘杰Ten 'Sins' Behind Unsuccessful New Products
For FMCG companies, developing new products is increasingly important due to diverse consumer demands. However, many new products fail to achieve expected success, primarily due to ten key mistakes, such as misalignment with consumer needs, insufficient analysis of target consumers, and lack of brand awareness.
刘杰The Essence of the "4Ps"
A reminder: click the blue text above to follow "FMCG Distributor Professional Consulting" for more insights on marketing and distributor management. When mentioning the "4Ps," many may think it's outdated, but philosopher Hegel said that the terms we use most often are those we understand least. This article re-examines the true essence of the 4Ps.
刘杰Outline of the "Penetration" Model for Distributor Management
Distributor management is a critical issue for FMCG companies. This article proposes a "penetration" model for distributor management, emphasizing data analysis and standardized actions to guide distributors' resources toward the company's products, thereby achieving sustainable sales growth.
刘杰Uni-President's 'Gemian': Can It Succeed in Revolutionizing the Instant Noodle Industry?
In 2014, the instant noodle industry faced severe challenges, with both Uni-President and Master Kong reporting losses. Against this backdrop, Uni-President launched its innovative new product 'Gemian' in August, aiming to revolutionize the industry. Marketing expert Liu Jie analyzes its prospects from product, channel, promotion, and pricing perspectives, concluding that success is likely but not guaranteed.
刘杰Key Principles for Successful Distribution: Winning Quickly in the 'Beachhead Landing'
For FMCG products, terminal distribution is the first step in terminal management, and the distribution rate directly determines sales volume. This article outlines key principles for effective distribution, including understanding the concept, setting goals, choosing the right distribution form, following basic principles, and establishing a dynamic management system, to help companies win quickly in the market.
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