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Articles by 黄静
Browse 17 New Distribution articles by 黄静.
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17 articles · Page 1 of 1
No Best Display, Only Eat Dirt?
This article discusses how second- and third-tier brands can overcome poor shelf placement in retail stores by leveraging other factors such as multi-point displays, retailer cooperation, sales promoters, customer satisfaction, store resources, and promotional activities.
黄静Distributors: What Problems Should Be Solved After the Spring Festival Peak Season?
As the Spring Festival peak season winds down, distributors must shift focus from sales to post-holiday management. Key tasks include clearing excess inventory, settling payments, negotiating annual contracts, reviewing last year's performance, planning off-season promotions, and adjusting sales teams to ensure sustainable business.
黄静Why Is It So Hard to Negotiate Promotional Agreements with Hypermarkets?
A case study explores why promotional agreements with hypermarkets are difficult to negotiate, using the example of a sales supervisor who overcomes a deadlock by understanding the buyer's true intentions and designing a mutually beneficial proposal. The article emphasizes that negotiations are influenced by personal interests and that success lies in crafting a comprehensive benefit package for both the individual and the organization.
黄静How to Avoid Being Fooled in Negotiations with Retail Chains?
Many new salespeople fear negotiations with retail chains and worry about being deceived. To avoid this, suppliers should prepare thoroughly before negotiations, observe carefully during negotiations, and review and supervise after negotiations.
黄静How to Scout Contract Terms Before Entering a New Retail Outlet
Knowing yourself and your opponent ensures victory. Before developing a new retail outlet, it's essential to gather intelligence on the outlet's background, entry barriers, and style. The development process hinges on negotiating commercial terms, and the contract determines the sincerity, plans, and future of the cooperation. Therefore, thorough preparation is needed before signing a contract, including understanding the other party's details and intentions.
黄静Always Getting Pushed Around by Retail Buyers? Time for a Comeback?
Huang Jing, a researcher on retail issues, explains why salespeople often get disciplined by buyers and how KA managers can turn the tables by giving buyers valuable information and insights during meetings, thus elevating their status and securing better cooperation.
黄静Sending Money Is Dumb, Dining Is Low-Class: What Else Can You Do for Procurement Relations?
During the holiday season, when red envelopes are flying around, this article discusses why sending money to procurement is not a smart move, and why treating them to meals is also ineffective. Instead, it suggests thoughtful gift-giving within legal limits, focusing on small, practical items that show care and consideration, such as imported gum, throat lozenges, or honey, which align with the procurement's lifestyle and needs.
黄静The "White + Black" Strategy in Business Negotiation
Doing business well relies on both talking and walking: talking with your mouth and walking with your legs. Hard work is important, but if you can't negotiate good terms or achieve good results, you'll exhaust yourself without reaping rewards. Negotiation is a skill with a threshold, requiring business knowledge, industry insight, communication ability, and quick thinking. Not everyone is suited for negotiation, and for major negotiations like annual contracts, large promotions, new product launches, and key displays, a strategic approach is needed. This article recommends the "White + Black" tactic, where two negotiators play the roles of the 'good cop' and 'bad cop' to manage the negotiation process effectively.
黄静Blue Moon's Return to Hypermarkets: What Does It Tell Us?
Blue Moon's return to KA (Key Account) hypermarkets has sparked industry discussion. This article examines the phenomenon of manufacturers returning to physical retail in the internet age, arguing that physical channels still hold 90% of the FMCG market and that both virtual and physical retail face development bottlenecks. It urges suppliers to recognize the value of every channel and adapt to trends rather than abandon traditional retail.
黄静You Are No Longer the Brand You Once Were, and I Am No Longer the Store I Used to Be
As the year ends, contract and rebate negotiations begin, and it's time to settle accounts. This period often brings exclusive news of brand-retailer conflicts, such as the Kangshifu-Carrefour price hike incident and the Kraft-Lianhua delisting incident, which have historically highlighted the fragile and tense supplier-retailer relationship. However, despite the ongoing disputes, both parties continue to coexist and seek solutions through negotiation, recognizing that business is about mutual benefit and adaptation.
黄静How Can Distributors Counter the Bully Contracts of Hypermarkets?
Many distributors encounter bully contracts when cooperating with hypermarkets, especially those with strong sales. Such contracts often leave distributors feeling helpless, as the hypermarket becomes a 'chicken rib'—not worth the effort but hard to abandon. This article analyzes why these contracts arise and offers strategies such as listening first, setting boundaries, uniting with other suppliers, using soft power, and finding flexible solutions to protect their interests.
黄静Why Are Hypermarkets Hard to Succeed In?
This article analyzes why suppliers often struggle in hypermarkets, focusing on the human factor at both the employee and boss levels. It identifies key issues such as lack of skills, inadequate training, negative mindsets, and poor management systems, and suggests that building a systematic KA management system is essential for success.
黄静Managing the Pace of Price Wars in Retail Outlets
A salesperson for a well-known snack food company faces the challenge of their products being frequently used by a local KA store for price wars, which harms their interests and relationships with other stores. The key to handling this issue lies not in specific actions but in mastering the pace of resolution, akin to treating an illness with a proper course of treatment.
黄静Marketing Strategies: The Guiding Light for Hypermarkets
This article discusses the importance of marketing activities for hypermarkets, using everyday scenarios to illustrate how promotions influence consumer choices. It outlines four key marketing strategies: location market research, customer satisfaction surveys, mystery shopper surveys, and market price tracking, emphasizing the need to combine marketing (what to do) with planning (how to do it) to achieve business goals.
黄静Blood, Tears, and the Price of Not Mastering the Retail Game: Dealers Who Don't Learn Deserve No Sympathy
A TV reporter in Northeast China called to ask about a dispute where dozens of suppliers sat outside a foreign-owned hypermarket, protesting unpaid debts and clashing with security. I said the suppliers are pitiful, but the pitiful often have their hateful aspects—because they entered into cooperation with the store without understanding it, and they refuse to learn.
黄静How Distributor Bosses Should Handle Annual Budgeting and Control in 2016
At the end of the year, it's time for summaries, reviews, and planning, with expense budgeting in full swing. Besides performance, expenses are a crucial part of daily management. Many distributors complain that store expenses are insufficient, but do they know the actual returns? This article discusses how to determine store expenses, create effective budgets, and control expense loopholes.
黄静11 Common Consumer Promotion Tactics: Key Operational Points—Don't Claim You Really Understand Them
Promotion is a marketing activity based on distribution, where manufacturers use distribution channels and special tactics to boost product sales. Promotions cover a wide range, including promotional mixes, personal selling, advertising, brand promotion, and public activities. Manufacturer promotions can be broadly divided into two categories: consumer-centric and trade-centric.
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