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Articles by 黄润霖
Browse 66 New Distribution articles by 黄润霖.
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How Should You Present a Promotional Plan So That Dealers Will Listen?
Dealers are not unwilling to invest in promotions; they fear ineffective promotions that waste money. The most effective approach is to use numbers and details to structure and connect the four steps of a promotional plan, thereby building dealer trust and ensuring support.
黄润霖Distributors Understand the Logic, But Why Don't They Act?
Distributors often understand the importance of marketing and promotion but fail to act due to various reasons. This article categorizes these reasons into four types—can't do, dare not do, unwilling to do, and unable to do—and suggests corresponding strategies for manufacturers: investing people, investing money, re-examining systems, and institutional design.
黄润霖In the Era of Concentrated Rise of Channel Brands, Where Are the Crises and Opportunities for Distributors?
This article discusses two trends in the marketing industry: the rise of distributor alliances and the emergence of new brands that excel in channel management rather than manufacturing. It argues that we are still in the stage of channel transformation, where channel brands are booming, and analyzes the crises and opportunities for distributors in this context.
黄润霖Why Can't You Outperform Other Distributors?
This article explores why some distributors thrive while others struggle, outlining six critical stages in a distributor's growth and the key mindsets and skills needed at each step, from product selection to channel management and beyond.
黄润霖Is Inventory Loading Really Just a One-Sided Wish of Manufacturers?
Inventory loading is an old and sensitive topic in the FMCG industry, often seen as a pseudo-issue with both manufacturers and distributors holding their own views. While it appears coercive, it is fundamentally driven by mutual interests, and distributors can manage it proactively through strategic negotiation and refined inventory management.
黄润霖Distributors: How to Master 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years, but it remains underdeveloped. However, this is not a major issue, just as no one can clearly define 'new retail' today, yet it continues to advance boldly. All-staff marketing, at its most literal level, means every employee is a sales touchpoint. On a deeper level, it leans toward integrated marketing, where every internal role centers on marketing for resource allocation and support.
黄润霖All Distributors, Why Can't You Outperform Him?
This article explores why some distributors thrive while others fail, outlining six stages of distributor growth and the key qualities needed at each step, from product selection to channel management and beyond.
黄润霖In the Era of Concentrated Rise of Channel Brands, Where Are the Crises and Opportunities for Distributors?
Two trends are evident in the marketing world: distributors are forming alliances and associations, and new brands are rising by integrating other brands or categories. This signals the awakening of channels. The article argues that we are still in the stage of channel transformation, where channel brands are emerging, and distributors must seize the opportunity to build their own channel brands before the market shifts to product innovation.
黄润霖Dealers Understand the Logic, But Why Don't They Act?
Despite understanding the importance of marketing and promotion, many dealers fail to take action due to various reasons such as lack of know-how, fear of risk, unwillingness, or insufficient manpower. This article categorizes these dealers into four types and suggests corresponding strategies for manufacturers to address each.
黄润霖Forty Years of Distributors: Historical Junctures That Changed Their Fate
This article reviews key historical moments from 1979 to 2009 that shaped the destiny of Chinese distributors, from the opening of the economy to the rise of e-commerce, highlighting how these events transformed the distribution landscape.
黄润霖Forty Years of Distributors || Monopoly is a Good Business
In the past, the high school politics course on scientific socialism had a consensus on capitalist monopoly, defined as 'dying.' But monopolies have persisted, and in China's four decades of channel evolution, monopoly is actually thriving. Whether monopoly is good depends on who you are: monopolizing others is good, being monopolized is bad. The development of China's sales channels repeatedly confirms this conclusion.
黄润霖The Winter of Distributors || In-depth Feature
The article examines the severe challenges faced by traditional distributors in China in 2018, as e-commerce platforms and new retail models disrupt the market, leading to declining profits, store closures, and a sense of betrayal by brand owners. It highlights the struggles of individual distributors like Lu, Ouyang, and Xiao Qin, and questions the sustainability of the new retail model.
黄润霖Dealer Bosses Focus on the Concrete, Not the Abstract—Is Selling Everything?
Dealer bosses, long immersed in frontline sales, tend to prioritize tangible results over abstract matters, often neglecting corporate culture. Yet, as history shows, seemingly abstract ideological alignment is crucial for organizational success. This article explores three practical steps for building dealer corporate culture: adopting memorable nicknames, sharing a good book, and establishing a historical symbol for cultural inheritance.
黄润霖Distributors' Dilemma: How Should We Recruit?
A 2018 article criticizing companies that avoid hiring fresh graduates sparked debate. For small organizations like distributors, balancing training costs and efficiency is key. This piece explores practical, grassroots methods for training frontline staff and mid-to-senior managers, including competitor-led training and a four-day product knowledge bootcamp.
黄润霖Distributors Turn Offline Sales into Scenarios, Outperforming Online Double 11!
The retail ecosystem is shifting from formal, professional stores to warm, humanized ones. This article explores where products should be sold in the future, introducing the 4W model for scenario-based innovation in offline sales, with examples from tea and other products.
黄润霖How Can Distributors Make the Most of 'All-Staff Marketing'?
The concept of 'all-staff marketing' has been around for years but remains underdeveloped. For distributors, it means not only treating every employee as a sales touchpoint but also integrating marketing across the entire chain, involving changes in relationships with brands, employees, and consumers.
黄润霖Why Do You End Up Bloodied When Cutting Off Dealers?
The article discusses the challenges and strategies for terminating dealer relationships in China's FMCG industry, emphasizing the need for careful handling to avoid conflicts. It offers practical advice, such as delaying decisions and verifying facts, and outlines three principles for dealer termination, including avoiding termination when possible and using gradual methods.
黄润霖Ten Phrases That Are Wrong the Moment You Say Them in Business Visits (Complete Version)
This article lists ten common phrases that salespeople often say during store visits that are counterproductive, categorized into 'three shows of weakness' and 'three shows of strength', and provides better alternatives and underlying principles for effective communication with distributors.
黄润霖All Distributors, Why Can't You Outperform Him?
This article explores why some distributors thrive while others struggle, outlining six stages of a distributor's growth and the key qualities needed at each step, from product selection to channel management and beyond.
黄润霖Whose Rice Bowl Can Distributors Snatch?
In the 21st century, the internet dominates. The impact of the internet economy, especially e-commerce, on offline channels, particularly distributors, has been profound. Once dominant in the era of mass distribution, distributors have become a vulnerable group overnight. Every move by the internet seems capable of destroying the barriers they built over decades, akin to a droplet in Liu Cixin's 'Three-Body Problem' that can crush any high-tech developed by Earth's civilization.
黄润霖Distributors Know the Truth, But Why Don't They Act?
As the saying goes, 'It takes ten years to share a boat, and a hundred years to share a bed.' Though manufacturers and distributors may not reach the 'sharing a bed' stage, they should at least cultivate a bond deeper than mere boat-sharing. In their journey together, mutual reminders and support at critical moments can make them joyful partners. With intensifying competition, the marketing mindset of moving the terminal forward by one meter and extending promotions to residential areas has taken root in most distributors' minds. Some distributors have attended more training, seen more of the world, and know more principles than the enterprises themselves, yet the pain for enterprises is that while distributors seem to understand the principles, their actions often amount to 'loud thunder but small raindrops,' or even no thunder at all. This raises a common issue in daily distributor service: distributors understand that marketing creates more sales opportunities, but why don't they act?
黄润霖The Fiercer Offline, the More Stable Online!
Thirty years east, thirty years west. The troubles online companies face today are the same ones that plagued offline companies five years ago. As the online traffic dividend fades, not only are latecomers finding it harder to establish themselves on crowded e-commerce platforms, but even pure e-commerce brands that rode the wave of online growth are feeling the squeeze. Both internet and offline brands share a deep-seated, inexplicable panic over the endless stream of marketing concepts and gimmicks. Should offline companies embrace the internet? Should they...
黄润霖Inventory Pressure Creates Regional Super Dealers
In offline channel inventory management, whether to pressure dealers with stock has always been a taboo topic. Business owners want dealers to hold less inventory to avoid future problems, yet under the pressure of inventory and cash flow, they also wish to transfer all warehouse stock to dealers. This article tells the story of a dealer who grew from a small business to a regional leader through such pressure, arguing that inventory pressure can actually drive channel efficiency and dealer growth.
黄润霖Attention! In 2018 Business Visits, These Six Phrases Are Wrong the Moment You Say Them!
In store visits, especially those by frontline salespeople, failing to control and optimize sales behavior and language, and lacking deliberate practice over years, can halve a salesperson's growth rate. The mistakes salespeople make in speech are not limited to the six phrases mentioned here, but these six are more insidious in their logic. The first: 'Boss! How's business lately?' Many salespeople like to start their routine visits with this phrase...
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