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Articles by 刘卫华
Browse 4 New Distribution articles by 刘卫华.
Published articles
4 articles · Page 1 of 1
The Brand a Distributor Represents Is the Strategy It Chooses
Choosing a product is not just a technical task but a strategic decision for distributors. This article analyzes four channel power models—product pull, brand pull, interest-driven, and dual-driven—and explains how each model aligns with different distributor resources and risk preferences, emphasizing that distributors should choose the brand that best fits their capabilities and strategic goals.
刘卫华No Promotion, No Sales: How to Deal with Secondary Distributors?
A regional manager of a well-known dairy company seeks advice on motivating secondary distributors, who only respond to promotions. The article analyzes common pitfalls in managing secondary distributors and offers strategic guidance to shift from sales-oriented to market-building approaches.
刘卫华Ten Key Points for Optimizing Product Portfolio
For distributors in the growth stage, optimizing the product portfolio is a crucial front-end control measure that can prevent many management risks in channel, cash flow, team, and financial management. To achieve this, distributors must consider ten key aspects covering internal management improvement, financial operation enhancement, and coordination of channel relationships.
刘卫华Choosing a Brand Is Choosing a Strategy
At the annual Sugar and Wine Fair, distributors face the challenge of selecting products. Many are swayed by promising prospects but later find the products unsuitable. Product selection is not just a technical task but a strategic decision. This article outlines four channel power models and advises distributors to choose brands that match their resources and risk preferences.
刘卫华