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Articles by 刘连喜
Browse 11 New Distribution articles by 刘连喜.
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The "Butterfly Effect" of Salesmen's Shelf Tidying: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of refinement. The standard for measuring market excellence has shifted from single sales volume to terminal performance, especially shelf display, prompting manufacturers to assign shelf-tidying duties to their salesmen. This article categorizes salesmen's shelf-tidying behaviors into six types and analyzes the root causes behind the differences, emphasizing that attitude, method, and mindset are key, and that distributors' concepts, management levels, employee treatment, and family-style management all influence these behaviors.
刘连喜The Butterfly Effect of Salesperson Shelf Management: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of refinement. The criteria for market excellence have shifted from mere sales volume to terminal performance, including distribution rate, image promotion, pricing system, and shelf display. In particular, almost all FMCG manufacturers now recognize that supermarket and terminal store shelves are where products intimately meet consumers, sparking a vigorous 'land grab' movement.
刘连喜The 'Butterfly Effect' of Salesperson Shelf Management: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of precision. The standard for measuring market excellence has shifted from mere sales volume to terminal performance, including distribution rate, image promotion, pricing system, and shelf display. In particular, shelf display is now recognized by almost all FMCG manufacturers as the critical point of contact between products and consumers, leading to a fierce 'land grab' for prime shelf space.
刘连喜Understanding Distributors Through the 'Six Types' of Supermarket Merchandising by Salespeople
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of precision. The standard for market excellence has shifted from sales volume alone to terminal performance, including distribution rate, image promotion, pricing system, and terminal display. Especially terminal display, as almost all FMCG manufacturers now recognize that supermarket and terminal store shelves are where products intimately interact with consumers, leading to a vigorous 'enclosure movement.'
刘连喜Terminal Sales: It's All About Position Warfare
Terminal market, the very end of the sales channel, is where products meet consumers and where sales are clinched. With limited display space and varying display positions, terminal display resources become a battleground for competing brands. This article explores strategies for securing prime display positions, the principles of effective display, and the importance of terminal brand building.
刘连喜What to Do When Prices Can't Go Any Lower?
In today's fiercely competitive consumer market, product homogenization is increasing, competitors are multiplying, prices are becoming more transparent, and merchants' tactics to attract consumers remain unchanged—comparing services, concepts, promotions, and even deception. However, consumers are becoming more rational and adept at comparing options, leaving many salespeople feeling helpless as customers can no longer be easily persuaded or deceived, forcing them to focus on price. This article uses computer sales as an example to explore strategies when prices have hit rock bottom.
刘连喜Practical Tips for New Product Distribution
When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising bombardment, if the product lacks distribution coverage, everything is empty talk. To improve distribution coverage, it is essential to first formulate reasonable promotion policies and cultivate a first-class sales team to execute them. During the author's tenure as a regional manager for a large fruit-milk beverage company, there was a prefecture-level market where the product had been on the market for a long time, but sales just wouldn't pick up. Upon visiting the market, the distribution rate in C and D class stores in the urban area was only about 10%, and the county-level distribution channels were not well-established. The distributor said...
刘连喜The Prerequisite for Effective Sales Management: Learn to Help Your Distributors Make Money
When faced with a distributor who lacks strength and refuses to cooperate, the best management approach is not to replace them but to help them make money. This article analyzes the reasons for distributor non-cooperation and provides methods for effective distributor management, emphasizing that helping distributors profit is the key to solving management issues.
刘连喜Terminal Marketing: Winning the Battle for Shelf Space
Terminal display is strategically crucial in FMCG marketing, as it directly influences sales and brand competition. To secure prime display positions, brands must build strong retailer relationships, negotiate with promotional support, and seize opportunities to expand their presence. Effective terminal display follows principles such as visibility, full stocking, vertical concentration, and strategic placement near leading brands, supported by proper use of promotional materials and staff training.
刘连喜Understanding Distributors Through the 'Six Types' of Supermarket Merchandising by Salespeople
As living standards rise and the FMCG market grows, competition has intensified, making terminal display crucial. This article categorizes salespeople's merchandising behaviors into six types—irresponsible, perfunctory, aggressive, meticulous, leveraging, and comprehensive—and analyzes how distributor mindsets, management, employee treatment, and family-style management shape these differences, emphasizing that only modern distributors can build teams that win at the terminal.
刘连喜Regional Manager – If Your Market Isn't Performing, It's Because You Don't Know How to 'Hatch Eggs'!
A competent regional manager knows that market success hinges on resource integration, but market expenses are not handed out by the boss—they must be earned. This article explains why some regional managers fail, likening them to chickens that don't hatch eggs, and offers strategies for allocating and leveraging market expenses effectively.
刘连喜