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Articles by New Distribution
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Browse 3235 New Distribution articles by New Distribution.
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Why Six Walnut Sells So Well (1)
This article introduces the stage theory of marketing competitive strategy, using the example of Six Walnut to illustrate that enterprises must survive, develop, and lead in stages, and that positioning and focus theories must be applied according to the enterprise's stage and resources.
New DistributionSalesperson Payment Collection Negotiation Skills and Case Studies
Salespeople often think that collecting payments is not their responsibility, but if goods are delivered without payment, what is the salesperson for? This article provides four strategies for effective payment collection negotiation, illustrated with case studies, emphasizing the importance of persistence, surprise, not accepting others' problems, and using the black face/white face technique.
New DistributionThree Phrases a Leader Must Never Say
This article warns that certain phrases, once spoken, can cause irreparable damage to employees' self-esteem. It lists three toxic statements leaders should avoid even when angry, emphasizing the importance of respectful, humane management.
New DistributionOne Winning Move: Opening the Door to Distribution with a Plan
The key to opening the door to distribution is not hype, low prices, or a variety of promotional gimmicks, but a market growth plan that enables distributors to succeed, penetrate deeply, and sustain long-term in the regional market. The plan includes: 1. Consumption characteristics and market segmentation of the regional market; 2. Product differentiation positioning; 3. Channel profit analysis and resource allocation; and more.
New DistributionThe Brand Truth of Wanglaoji According to Wikipedia
This article traces the history of Wanglaoji herbal tea from its legendary founding by Wang Zebang in the Qing Dynasty, through its division into Hong Kong and mainland branches, to the modern trademark disputes between JDB and Guangzhou Pharmaceutical Group. It highlights the brand's evolution, the impact of political changes in China, and the legal battles over packaging rights.
New DistributionFive Swords to Break the Ice of the Off-Season
In the FMCG industry, seasonal transitions bring mixed fortunes. To avoid a sluggish off-season, distributors can wield five strategic swords: developing new customers, launching new products, intensifying promotions, extending distribution efforts, and enhancing in-store displays.
New DistributionThinking of Changing Industries at Year-End? Changing Industries Is Like Climbing a Mountain—Calculate Before You Leap
Men fear entering the wrong industry, and even more so, changing to the wrong one. When marketing professionals face the dilemma of switching industries, they must make rational analyses and conduct their own 'market planning.' The 'Shuai-Shi-Tian' analysis method, based on industry concentration and company size, provides a basic index for evaluating job changes, guiding marketers to move toward industries with lower concentration and companies of certain scale.
New DistributionThe Transformation Path of Distributors in the Internet Wave
Distributors, a special group in contemporary China's economic development, emerged during the reform and opening-up era. With rapid economic growth and increasing enterprises, they became the sole channel from products to consumers, leading to their expansion and prosperity. However, most could not join the brand origins or participate in business model design, causing anxiety during each iteration of distribution models, especially with the advent of internet marketing that transcends time and space, diminishing traditional distributors' advantages. To survive, they must adapt by leveraging their strengths and quickly integrating into internet marketing to rebuild their stronghold.
New DistributionThree Objectives and Two Pitfalls of a Distribution Conference
A distribution conference is a common promotional tool in the FMCG industry, used by manufacturers to boost sales and recruit distributors. Distributors also use these events to expand their network of secondary wholesalers and retail outlets, aiming to quickly place products in stores and capture market share. This article outlines the three key objectives of a successful conference—increasing sales, developing new customers, and easing cash flow while strengthening relationships—and highlights two common pitfalls to avoid.
New DistributionHow to Handle Near-Expiry Products as the New Year Approaches?
Consumers are increasingly concerned about food expiration dates, leading to hesitation when purchasing near-expiry items. Distributors should focus on prevention, but when near-expiry products do occur, they can use strategies like special pricing, buy-one-get-one offers, free samples, group buying, and using them as prizes or sponsorships, each with its own advantages and considerations.
New DistributionHow to Revitalize Old Products? Transparent Prices, Shrinking Margins, and Reluctant Retailers—What to Do?
When a company's main product transitions from maturity to decline, it faces a sales growth bottleneck. The key is to find new marketing strategies and techniques that can help achieve higher growth and boost the product's momentum to consolidate the existing market. Therefore, revitalizing old products and injecting fresh vitality into them is one of the essential strategies for a company to remain unbeaten in the market. As is well known, old products generally face challenges such as overly transparent pricing, price chaos, varying retail prices across stores, relatively low profit margins at all channel levels, channel disorder, and frequent cross-regional selling.
New DistributionItem Category Management: A Bottleneck for Distributor Development
As markets mature and retail terminals grow, distributors must evolve into specialized category distributors, yet many find profitability stagnant due to neglect of item category management. This article explains the importance, content, and implementation of item category management to help distributors break through development bottlenecks and enhance competitiveness.
New DistributionThe Thirty-Six Stratagems: Sales Negotiation Leverage
This article introduces the Thirty-Six Stratagems and applies three of them—Besiege Wei to Rescue Zhao (intelligence), Repair the Road by Day, Sneak Through Chencang at Night (timing), and authority—to sales negotiations, illustrating how distributors and dealers can use intelligence, timing, and authority as leverage to gain advantages in business negotiations.
New DistributionThe Unstoppable Sales Vanguard: A Breakdown of 42 Actions in the Professional Store Visit Process
This article details the 42 specific actions that make up a professional store visit process for FMCG sales representatives, from preparation and self-introduction to in-store observation, shelf management, presenting objectives, and administrative follow-up. It emphasizes the importance of disciplined execution of these basic actions to achieve sales success and outperform competitors.
New Distribution7 Days to Master Micro-Marketing ➍
This article is the fourth in a seven-part series on micro-marketing via WeChat, emphasizing the importance of building personal credibility before engaging in soft marketing. It advises against direct advertising, advocating for subtle, content-integrated marketing, and provides practical tips on account nurturing, personal image, private chats, and managing Moments.
New DistributionStrategies for Distributor Salespeople to Expand in Township Markets
This article provides practical strategies for distributor salespeople to expand in township markets, covering pre-trip preparation, retail store visits, handling common objections, product discussion techniques, and business common sense.
New DistributionHow Would You Write a Perfect Resume in 30 Words?
The article reflects on the tendency to dismiss others' achievements as impossible or illegitimate, only to realize that such judgments stem from our own lack of effort. It recounts a job interview where a 30-word personal statement was required, leading to a profound lesson about the power of trying.
New Distribution10-Year E-commerce Review: The Next Hotspot Will Come from FMCG!
This article reviews the past 10 years of e-commerce in China, highlighting the winners and losers, the reasons behind the industry's consolidation, and the changing interests of investors. It argues that the next hotspot will come from fast-moving consumer goods (FMCG) due to changing consumer demographics and the need for e-commerce platforms to retain customers.
New DistributionThe Eighteen Skills of a Regional Manager
This article discusses the challenges faced by regional managers in the FMCG industry, using the parable of two monks to illustrate the need for planning and capability. It outlines essential skills such as market planning, professional expertise, leadership, psychological resilience, coaching, and motivation, emphasizing continuous learning and adaptability.
New Distribution7 Days to Master Micro-Marketing ➌
This article is the third in a seven-part series on WeChat micro-marketing, focusing on techniques for gaining followers. It emphasizes the importance of profile optimization, content quality, and targeted follower acquisition over sheer quantity, offering eleven specific methods.
New Distribution7 Days to Master Micro-Marketing ➋
This article is the second in a seven-part series on micro-marketing using WeChat. It covers basic WeChat knowledge, including personal accounts, subscription accounts, service accounts, and enterprise accounts, with practical tips on setting up profiles for marketing purposes.
New DistributionDevelopment and Management of the Baijiu Market in Townships and Rural Areas
This article discusses the development and management of the baijiu market in township and rural areas, focusing on channel setup, customer selection, channel management, and business operations. It emphasizes the importance of understanding local consumption characteristics, building a distribution network, and maintaining price stability.
New DistributionHow to Divide the Territory of Old Distributors for Refined Operations?
A food company sales manager asks how to persuade old distributors to allow new county-level agents in their territory for channel下沉 and refined operations. The article suggests strategies such as giving sufficient commissions, using new products for new clients, assessing distributor performance, and exploring alternative channels, emphasizing that channel reform is a necessary revolution despite potential conflicts.
New DistributionSeven Misconceptions in Sales Management
Sales managers face a tough job, and it becomes harder when they cling to seven foolish, outdated misconceptions about sales management. This list, from management guru Ray Williams, highlights these myths and the truths behind them.
New Distribution