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Articles by 黄润霖
Browse 66 New Distribution articles by 黄润霖.
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Diligence, Digging, and Dosing: How to Win Over Stubborn Dealers!
In sales development, hitting a wall is not shameful; being repeatedly stung by the same thorn is. Grassroots sales is a job of enduring all kinds of treatment and relying on others, and without years of thick-skinned practice on the front lines, you can't become that 'indestructible, clanging copper pea.' Stubborn dealers are the most headache-inducing, but also the most endearing, because they are the least inclined to think. Their rejection tactics and even language patterns are always the same, as they just want to get rid of you quickly, using the safest and most conservative phrases. To win them over, you need the seven-character strategy: diligence, digging, and dosing, plus a final reminder not to ask for too much.
黄润霖In the Era of Concentrated Rise of Channel Brands, Where Are the Dangers and Opportunities for Distributors?
In recent years, two trends have been evident in the marketing world: first, distributors are increasingly forming voluntary alliances and associations, independent of manufacturers, signaling a channel awakening. Second, new brands that have risen and grown in our lives, such as Liangpin Shop and Xianyu, are more focused on integrating other brands or categories, or on information matching, and they excel at channel management rather than manufacturing. This can be seen as a second signal of channel awakening.
黄润霖Whose Rice Bowls Can Distributors Snatch?
In the 21st century, the internet dominates. The impact of 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 their decades-old barriers. However, as distributors seek new paths, they may turn to snatching others' livelihoods, such as entering unattended retail, warehousing, third-party services, and logistics.
黄润霖The Value of Intermediaries: Filter or Sewer?
From offline to online, from physical goods to services, from distributors to platform operators, the work of intermediaries has changed, but the standard of providing value remains unchanged. What is this value? What is the most basic value for intermediaries? By simplifying and drawing analogies, we can find answers from the topic of distributor value. Kotler's classic marketing theory points out that distributors bear eight major values, whether it's negotiation, promotion, or risk sharing, all of which are values relative to brand owners.
黄润霖The Irreplaceable Value of Distributors Is Reflected in These Four Points!
Alibaba and JD.com entering B2B e-commerce has made many distributors worry: will middlemen be replaced? Will second-tier distributors disappear? My answer is: rest assured, they will not disappear. Distributors are irreplaceable. One of the values of distributors is that in many things, they can achieve goals more efficiently than manufacturers.
黄润霖Riding the Channel Dividend: Don't Be the Cat Killed by Curiosity!
Charles Robert Darwin, one of the smartest people of the 19th century, long ago taught us in 'On the Origin of Species' that curiosity killed the cat. In today's society, why are only a few people who maintain curiosity and act on it? Because exploring the unknown is always risky, with failure far more likely than success. As a result, those overly curious souls often fail to pass on their genes before they're Game Over. Yan Yan, known as the 'godfather of venture capital,' once claimed that the startup success rate is less than 1%. Regardless of whether this conclusion is exaggerated, looking at the latest casualty lists of O2O and P2P startups, and considering the recent new retail trend, it's enough to make startup founders want a glass of 1982 Sprite to calm their nerves.
黄润霖Channel is king, so should we do all channels? Too young, too simple!
Click the image for details. The types and attributes of channels today have far exceeded the scope of wholesale peddlers buying cheap and selling dear. Stores are channels, online shops are channels; links on the homepage when entering an APP are channels, pop-ups during live streams are channels; posting a joke on Weibo that leads to purchases is a channel, and sending a WeChat official account article that leads to a WeChat store via 'read original' is also a channel. Even various 'tech companies' hidden in hotels of all sizes, making a living by holding meetings to brainwash old men and women, are good channels for promoting all kinds of inexplicable products.
黄润霖Why Does Marketing Also Follow the Principle: 'The Higher the Beauty, the Greater the Responsibility'?
The article discusses how niche markets, like traditional crafts, require attention to 'appearance' (quality and presentation) to thrive, drawing parallels between the need for aesthetic appeal in marketing and the survival of niche products, and criticizing the lack of such focus in Chinese niche marketing.
黄润霖Is Inventory Loading Really Just a One-Sided Wishful Thinking by Manufacturers?
Inventory loading is an old, sensitive, and pseudo-issue in the FMCG industry. It is fundamentally about interests, and both manufacturers and distributors engage in it when profitable. Distributors can take the initiative by understanding their sales channels, negotiating terms, and adopting precise inventory management.
黄润霖Has the Internet Made the 'Human Wave Tactics' Obsolete for Traditional Marketers?
Since its inception, the human wave tactic has been labeled as inefficient and brute-force. Since 2012, companies relying on this tactic for channel refinement and deep distribution have faced declining sales and profits. However, the tactic is not obsolete; it is evolving with internet technology, and the key lies in integrating both approaches.
黄润霖The Invasion of Big B: Are Distributors Doomed?
Many distributors, especially channel dealers, are losing sleep over the entry of Big B (centralized B2B e-commerce platforms like Alibaba's 1688), which have capital, traffic, and location advantages. However, the author argues that the B2B era is not yet fully ripe, and even when it arrives, the process will be difficult and fraught with challenges.
黄润霖Who Stole the Distributor's Last Kilometer Cheese?
The article discusses the concept of the 'last kilometer' in distribution, emphasizing that distributors who abandon their terminal retail presence lose their competitive edge. It argues that the responsibility for last-mile delivery is returning to distributors, and that professional service, not casual labor, is essential for success.
黄润霖Why Do You End Up in a Bloody Fight When You Cut Off Your Distributors?
Distributors in China are a mixed bag, to say the least. The most extreme form of manufacturer-distributor conflict is termination, which often leads to violent confrontations. This article offers practical advice on how to handle distributor terminations with caution, using strategies like delaying decisions, verifying facts, and following three key principles to minimize conflict and avoid creating 'wrongful convictions.'
黄润霖A Wholesaler with Only a 500-Square-Meter Warehouse Achieves 30 Million in Turnover
Lao Qin, a typical shrewd businessman, runs a wholesale business with annual sales exceeding 30 million yuan, operating from a storefront of less than 100 square meters and a warehouse of less than 500 square meters. He achieves this through strict inventory control, focusing on small and new brands, and leveraging his flexibility as a secondary distributor, arguing that such middlemen will persist due to market imperfections and human nature.
黄润霖This Is the Worst of Times for Distributors, and Also the Best of Times!
Over 30 industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. The article argues that the worst economic times are actually the best opportunities for those willing to adapt and invest, urging distributors to make strategic changes, improve internal management, use internet tools wisely, and invest long-term.
黄润霖Under Channel Flattening, Where Is the Way Out for Wholesalers?
Old Qin, a building materials wholesaler in Shandong, has never seen the internet as a competitor. Through shrewd tactics like strict inventory control and exploiting market loopholes, he maintains a profitable business with over 30 million yuan in annual sales. He believes that as long as the domestic market remains imperfect, there will always be room for middlemen like him.
黄润霖Manufacturer-Dealer Rivalry: The Preservative for Distribution Channels!
The topics of distributor transformation, upgrading, and second-time entrepreneurship have been hot in the marketing world over the past two years. Distributors have long felt pressure from manufacturers' channel refinement and e-commerce's rise, which often aim to disintermediate them. This article explores the value of manufacturer-dealer conflicts through the story of Lao Song, a building materials distributor who attempted a second venture with a crowdfunding model, only to face challenges that highlight the importance of maintaining a balanced triangular relationship among manufacturers, dealers, and consumers.
黄润霖Why the Internet Can't Eliminate Distributors?
The author argues that the internet's greatest benefits to ordinary people have been in public services, not commerce. While the internet excels at addressing information asymmetry and improving data collection, it has inherent limitations in the commercial sector, particularly in China's unique distributor landscape. The article concludes that distributors remain indispensable due to the realities of market competition and the inefficiencies of perfect information, making the internet a complement rather than a replacement.
黄润霖14 Ways for Regional Managers to Boost Sales in the Short Term
I still hold the view that down-to-earth sales work is a tough and meticulous job. Some people find sales easy, perhaps only because of good timing, favorable trends, and luck. If you change location, time, or brand, you'll see if you can still make sales from home. So, those who are doing well in sales now shouldn't be too proud; maybe you're just lucky, like a pig in the wind. Those who are not doing well shouldn't be discouraged either; just take solid steps, do what you need to do, and have a clear conscience. If it really doesn't work out, you have to accept your fate; people can't fight against trends. As long as you have real skills, you won't starve anywhere else.
黄润霖Development Negotiation: How to Crack the Language Patterns of 'Stubborn Holdouts'?
In development visits, hitting a snag is not shameful; being repeatedly stuck by the same nail is. Salespeople often face 'stubborn holdouts' who use repetitive language patterns to reject them. This article explains how to counter these patterns with specific strategies, emphasizing persistence, digging into needs, and providing targeted solutions, and lists ten signs that a holdout is softening.
黄润霖Company Not Authorized, Distributor Opens Taobao Store Privately: How to Manage?
Distributors open online stores for various reasons, but with the shift in e-commerce traffic stages, unauthorized online selling disrupts the market. This article outlines methods to catch and manage such activities, and proposes a five-step approach to integrate these online sellers into the official system.
黄润霖How to Ensure a Smooth Market Transition When Cutting Distributors?
Chinese distributors are a diverse group that rose from grassroots beginnings. When cutting distributors, it's crucial to use caution, avoid unnecessary terminations, and follow a gradual, methodical approach to prevent conflicts and ensure market stability.
黄润霖Dealer Research: How to Get the Truth from Dealers?
Finding a dealer is like finding a partner: on first meeting, both sides show their best side. To get the real picture, salespeople must learn to read between the lines, verify claims with on-site checks, and ask indirect questions to uncover the truth about sales volume, network quality, and financial health.
黄润霖What to Do When Distributors Say Online Prices Are Cheaper Than Yours?
Seven or eight years ago, many distributors began comparing prices with online retailers, sometimes even buying discounted products online and using them to pressure salespeople for lower prices. By late 2015, JD.com's 'New Channel Division' was making waves with its B2B model, threatening traditional channels. To counter this, salespeople must leverage information quality and value-added services to convince distributors that online purchasing is not a viable alternative.
黄润霖