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Articles by 蒋军
Browse 43 New Distribution articles by 蒋军.
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5 Strategies for Efficient Regional Market Distribution to Accelerate Product Sell-Through
Distribution is a critical task for FMCG companies and sales personnel. Throughout the year, key activities include distributor meetings, second-tier distributor orders, initial distribution at the start of the year (including new product launches), terminal promotions, and consumer publicity campaigns. Executing these well typically yields good results, while poor execution leads to mediocre performance or even widespread losses. Distribution is vital due to FMCG characteristics such as rapid, widespread distribution, impulse buying, and random consumption.
蒋军Transform or Die: The Ultimate Outcome of Transformation!
If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade? In the mobile internet era, victory is no longer determined by 'combat power' but by 'strategic dimension,' where you can win without fighting.
蒋军How Can Small and Medium FMCG Enterprises Break Through? Two Words: Imitation!
When it comes to imitation, people naturally think of the highly recognizable and notorious term 'shanzhai'. In fact, 'shanzhai' is not always unforgivable. Of course, the imitation discussed here is not the malicious plagiarism of simply changing one word. For small and medium FMCG enterprises, imitating a large category is often much more reliable than innovating a small category. Large categories have large markets, with existing markets and consumer groups; as long as small enterprises have the right strategy and persist, they can certainly succeed. While small categories have opportunities, they require long-term cultivation, high risk, and low success rates for small enterprises.
蒋军Sales Personnel: Year-End Sales Push, Three Insights and Experiences on Distributor Management!
As the year draws to a close, sales personnel typically need to arrange distributors' shipping plans for the Spring Festival in advance. Only by paying and shipping early, and stocking up adequately, can distributors and sales personnel enjoy a happy New Year. Every year before the Spring Festival, pushing inventory to distributors' warehouses is routine: it's for performance needs, market needs (to avoid stockouts, which is crucial), and to occupy distributors' funds and inventory. Of course, inventory pushing isn't only done during the Spring Festival; for many sales personnel, it's a monthly task...
蒋军The Essence of Premium Water Marketing Is Providing Consumers with a Solution!
The article discusses the challenges and strategies for marketing premium bottled water in China, emphasizing the need to provide consumers with a solution and a specific consumption scenario, rather than just relying on origin or packaging. It suggests focusing on niche markets, building value through selective channels, and leveraging targeted promotions.
蒋军Year-End Insights | Six Key Points for Marketing Professionals on Annual Work Summaries and Next Year's Planning!
As the year draws to a close, salespeople are making final pushes to meet annual targets, with many frontline staff spending over 200 days in the market—this is no exaggeration. It is essential for sales professionals to craft effective annual work summaries and plan for the upcoming year. This article provides a detailed guide on how to do so.
蒋军Lessons from Cao Dewang and Dong Mingzhu: The New Economy Is About Integration and a Return to Industry
The recent buzz about Cao Dewang 'fleeing' China has sparked widespread discussion, prompting questions about why industrialists like him and Li Ka-shing are leaving. This article uses the examples of Cao Dewang and Dong Mingzhu to argue that the new economy is not about abandoning traditional industry for the internet, but about integrating the two, with a fundamental return to manufacturing and core business principles.
蒋军In Defense of JDB: Is Industry 'Asking for Trouble' While Fighting Lawsuits?
A critique of a financial author's article claiming JDB's marketing myth has collapsed, arguing that the author lacks market and marketing experience and is gleefully ignorant. The piece defends JDB's innovations, its gold can rebranding, and its legal battles, while criticizing those who attribute its success solely to positioning.
蒋军How Did Maxwell House Squander Its Winning Hand?
The article analyzes why Maxwell House, a major instant coffee brand, is struggling in China despite holding a strong position, attributing it to a lack of focus, poor brand strategy, and failure to adapt to market trends. It suggests that the brand should reposition itself as a premium product with compelling storytelling and experience to revive its fortunes.
蒋军Marketing Insights: Starting from the Decline of Yedao
The article reflects on the decline of Yedao Lujiu, once a leading health wine brand, attributing its fall to brand aging and unclear property rights in state-controlled enterprises. It also discusses the double-edged nature of capital, using examples like Vanke and various acquired brands, and promotes an upcoming FMCG internet transformation summit.
蒋军Why Is "Positioning Theory" Under So Much Attack and Criticism in the Internet Age?
Recently, some internet and traditional marketing professionals have been attacking positioning theory. The author believes most of these attacks are just verbal battles, and that true understanding and practice of positioning theory is rare among critics. The article analyzes several misunderstandings and factors behind these attacks, arguing that positioning remains essential for brand strategy, while criticizing concepts like "explosive products" as tactical and insufficient.
蒋军New Product Distribution: Memorize These Scripts Before You Head Out!
The key to successfully launching a new product is getting it onto store shelves and in front of consumers. This article summarizes common communication techniques and methods used during new product distribution, providing practical scripts for salespeople to address retailer objections and secure orders.
蒋军The Changing Chinese Beer Industry: What's Next?
The Budweiser 'store-buying' conflict itself is not our main concern; through this incident, we discover that the Chinese beer industry is facing four major dilemmas: terminal, channel, brand, and market. Recently, the dispute between Budweiser and its distributors over 'store-buying' fees and subsequent verification issues has become a focal point. 'Store-buying' has a long history, dating back over a decade, and while its originator is hard to trace, I personally believe that buying out nightclubs and terminals is not advisable for several reasons.
蒋军Key Points for Sales Staff Year-End Work Summaries
2015 was a very difficult year for many Chinese companies, with declining exports and weak domestic demand posing significant threats. As the year ends, sales staff are making final pushes to meet targets, and this article outlines key points for writing effective year-end summaries, including goal completion, expense allocation, major accomplishments, market issues, strategy evaluation, and next year's objectives.
蒋军Sales Personnel Growth: How to Select Products and Product Mix
Many say sales personnel have little say over products, unable to decide development ideas or make decisions, selling whatever is available. On the surface, this seems true, but in reality, product updates, new product launches, and mix are largely influenced by regional sales personnel. Once a new product launch fails or product mix and updates go awry, the market can face major or even fatal problems. A market I often cite is a case in point: when products have issues, other efforts are futile.
蒋军Sales Personnel Growth: Regional Market Channel Management
Building key regional markets has become a consensus in corporate marketing, and forming regional advantageous markets is the only way for many small and medium-sized enterprises to concentrate superior resources against big brands; with a 'base area', they can advance or retreat, supporting the survival and growth of the enterprise. Classic marketing textbooks tell us that the main contents of marketing channels include: channel design, channel structure, channel selection, motivation, evaluation, channel conflict resolution, channel management, optimization, channel promotion, etc. In terms of channel management alone, it includes five major aspects: the first aspect...
蒋军Growth for Marketers: Tolerance Matters More Than Freedom
Hu Shi said: without tolerance, there is no freedom. In fact, this was said by Mr.布尔, a history master at Cornell University, during a conversation with Hu Shi. It was Mr.布尔's words, "The older I get, the more I feel that tolerance is more important than freedom," that had a profound and lasting impact on Hu Shi. Hu Shi greatly appreciated this saying, remarking, "The more I think about his words, the more I feel they are an indelible maxim." From this master's saying, Hu Shi further concluded, "Sometimes I even feel that tolerance is the root of all freedom; without tolerance, there is no freedom."
蒋军A Sales Manager's Work Insights
Managers don't necessarily have to be stronger than their subordinates; they should respect, trust, and delegate, while maintaining principles and systems. Effective management relies on clear goals, sound systems, and team quality to ensure execution.
蒋军Salespeople in the Internet Era Need Wolf-like Aggressiveness!
In the age of the internet, traditional salespeople should not feel inferior; instead, they should embrace the internet while leveraging their deep understanding of traditional industries. The article argues that salespeople need 'wolf-like aggressiveness' (狼性) rather than a 'wolf-like spirit' (狼性精神), emphasizing action and execution over mere thinking, and outlines four additional qualities for success: being true to oneself, leading by example, maintaining professional competence, and focusing on key tasks.
蒋军How Can Salespeople Develop Market Sense?
This article discusses how salespeople can develop market sense, emphasizing the importance of daily accumulation, professional habits, maintaining a good mindset, and combining theory with practice. It uses examples and insights from industry leaders like Zong Qinghou to illustrate that market sense comes from deep immersion in the market and systematic thinking.
蒋军Strategies for Regional Low-End Baijiu Market Breakthrough
The baijiu market is sluggish due to restrictions on official consumption, affecting the entire industry. Regional low-end brands face challenges from premium brands' downward product line adjustments. To break through, they need to reshape brands, optimize product structures, focus on key markets, implement precise communication, and upgrade management with FMCG thinking.
蒋军What Skills Do Frontline Sales Personnel (Including Frontline Supervisors) Need?
A reminder: click the blue text above to follow "FMCG Distributor Professional Consulting" for more insights on marketing and distributor internal management. Someone told me to just give salespeople a set of "rules" and let them do it themselves, why bother so much? I couldn't explain it to him, nor did I want to. In fact, they are right, but their thinking stems from the management mindset of large enterprises with formalized and mature markets. For many small and medium-sized enterprises, this approach of immediately implementing institutional reform and process optimization is clearly unworkable. After a period of operation, it turned out that my judgment was basically correct.
蒋军What Does Marketing Management 'Manage'?
This article discusses what marketing management truly entails, arguing that it is not just for top executives but also crucial for frontline sales staff. It breaks down marketing management into managing five key demands: the enterprise, consumers, distributors, terminals, and the sales team, emphasizing that balancing these is essential for success.
蒋军How Salespeople Can Excel in Regional Market Promotion
This article discusses how salespeople can take responsibility for regional market promotion, covering sales promotion and brand communication strategies to drive consumer purchases and achieve sales targets.
蒋军