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Articles by New Distribution
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Three Options for Distributors to 'Go Electric'
With the rapid development of e-commerce platforms such as Suning, JD.com, and Yixun, food distributors face a choice: stick to traditional models or join the e-commerce wave. This article explores three approaches: becoming a backend supplier to e-commerce platforms, building their own online sales platforms, or adopting a localized O2O model.
New DistributionEight Awkward Patterns That Trouble the Growth of Small Trading Companies?
This article outlines eight common challenges faced by small FMCG trading companies, including passive marketing models, arbitrary management, unstable compensation, inefficient hiring, habitual operations, fixed mindsets, difficult capital turnover, and inadequate incentive mechanisms. It illustrates each issue with examples and suggests that successful companies share similar traits while failures have unique causes.
New DistributionCommunity Commerce (Part 2)
The internet provides the shortest and most convenient path for individuals and brands to connect with consumers. By cultivating communities, new brands can find opportunities in a competitive market. This article explores the power of community commerce, its role in the future of business, and how to leverage it.
New DistributionPractical Tips for Terminal Promotions in Foodservice
This article provides practical tips for terminal promotions in the foodservice channel, covering various promotion methods such as dedicated promoters, undercover promotions, opinion leader engagement, and joint promotions, along with guidance on arranging promoters based on their strengths.
New DistributionGrab, Dress Up, Manage: A Three-Step Strategy to Win at the Point of Sale
In the past, the mantra was 'the terminal is king,' but everyone rushed into group buying and made easy money. Now, as the industry cools and high-end liquor prices drop, the channel ecosystem has changed, and government/business group buying has given way to the more fragmented mass-market liquor era. This is an era of consumer sovereignty, where baijiu consumption is more rational. How to attract consumers' attention and achieve terminal sell-through is the fundamental question and the practical know-how everyone needs.
New DistributionPractical Tips: How to Design More Attractive Promotions?
The traditional 'golden September, silver October' consumption peak season is approaching, and the market promotion war is about to begin. This year coincides with the 60th anniversary of National Day and the Mid-Autumn Festival, prompting many companies to invest heavily in promotions to boost sales. However, promotion methods are essentially limited to gifts, discounts, price reductions, rebates, or combinations thereof, making the packaging and integration of promotional activities crucial.
New DistributionWhat is Internet Thinking
Because of the internet, we have internet thinking, but it is not exclusive to internet companies. True internet thinking is a re-examination of the traditional enterprise value chain, reflected in strategy, business, and organization, as well as in all value chain links from supply, research, production, and sales. It transforms the traditional business 'value chain' into the 'value loop' of the internet era.
New DistributionSmall Store Operation Management System under Deep Distribution
This article discusses the operation management system for small stores under deep distribution, covering store overview, sales targets and strategies, store management operating system, and distribution management, emphasizing the importance of sales team management and distribution system.
New DistributionThe "Common Sense" of Sales Masters
Years ago, I led a sales team with two distinctive members: a veteran salesperson and a newcomer. The veteran, with over a decade of experience, was known for his analytical skills, yet his performance lagged behind the newcomer's. The newcomer, a young man with less than two years in sales, often sought the veteran's advice but achieved better results. The key difference: the veteran relied on speculation, while the newcomer sought facts directly from the customer.
New DistributionWhat to Do When Products Sit on Shelves and Don't Sell?
In FMCG sales, it's common for products to quickly get distributed and shelved with promotions, but then stagnate and get delisted from key accounts. This article analyzes the real reasons behind product stagnation and offers practical solutions for manufacturers, wholesalers, and retailers to turn slow-moving products into bestsellers.
New DistributionProduct Pricing: The Profit Chain Determines Life or Death!
Price is the most sensitive and troublesome topic for companies, and it is also the most confidential. In marketing, price is like the last face-down card in a game of SHOW HAND. Through years of sales practice, the author has discovered an intrinsic connection and pattern among price, pricing methods, channel models, product distribution breadth, and brand. This article focuses on the relationship between channels and retail terminals, summarizing three common pricing methods: retail price deduction, wholesale price deduction, and factory price markup.
New DistributionA Refresher Course in FMCG Marketing Basics for Distributors (Part 5)
This article discusses how to be an excellent salesperson and frontline supervisor in the FMCG industry, emphasizing the importance of understanding customer needs, possessing product knowledge and sales skills, seeking guidance, and managing time effectively. It also provides strategic recommendations for Huiyuan, a major juice company, including setting realistic goals, separating production from sales, streamlining product lines, and building a national logistics platform.
New Distribution5 Mistakes and 5 Failures of Salespeople
This article outlines five common mistakes salespeople make unknowingly, which can cost them sales, and five counterproductive sales practices that can drive customers away. It emphasizes the importance of differentiation, setting commitment goals, asking proper questions, effective presentations, and closing techniques, as well as avoiding behaviors like being unprepared, overpromising, going around decision-makers, unannounced visits, and talking too much.
New DistributionA Basic Marketing Course for the FMCG Industry, Part 4
This article continues a series on FMCG marketing principles, focusing on product strategy mistakes at Huiyuan Juice. It criticizes the company's excessive SKU count, inconsistent packaging, and lack of product planning, offering ten recommendations for improvement, and concludes with a reprinted article by Mengniu's founder on the importance of terminal execution.
New DistributionDiscounting at the First Sign of Competition: Are You in a Hurry to Kill Your Product?
As industry competition intensifies, distributors face rising costs, management challenges, and shrinking margins. This article warns against four dangerous mindsets, including immediately discounting products when facing competition, which is described as suicidal, and emphasizes the need to shift from physical to intellectual competition to survive and thrive.
New DistributionTen Major Obstacles to the Development of Chinese Distributors
This article outlines ten major obstacles that Chinese distributors face in their development, including issues with product mix, sales incentives, customer treatment, price wars, channel management, over-reliance on individual efforts, weak brand building, mismatched management, high costs, and outdated mindsets. Each obstacle is analyzed with practical examples and suggestions for improvement.
New DistributionA Boss's Management Log: Every Word from the Heart! A Must-Learn!
This article shares the hard-won management lessons of a boss who built a company from scratch to over 100 employees and tens of millions in annual sales. It covers key topics such as retaining key staff, delegation, cost-cutting mistakes, hiring pitfalls, and the importance of stable policies and timely wages.
New DistributionA Refresher Course in FMCG Marketing Basics, Part 2
This article analyzes the marketing and sales issues of Huiyuan Juice, comparing it with Wahaha to highlight the importance of market focus and professional management. It discusses sales models, channel strategies, and organizational structures, emphasizing the need for rational distribution and cost-effective operations.
New DistributionCountering the '4Ps Are Useless' Claim: The Strategic Value of the Invisible Tactical 4Ps
This article argues that the 4Ps are the DNA of marketing, with the cash cow product-centered marketing mix being the most critical for a company's survival and future. It distinguishes tactical from strategic marketing, emphasizing that tactical 4Ps, especially price and promotion, must be combined effectively, supported by strong promotional capabilities, and lead to differentiation to ensure long-term success.
New DistributionPromoter Management Procedures (with Practical Examples)
This article outlines the complete management procedures for sales promoters in FMCG distribution, covering recruitment, fixed-store and mobile promoter management, temporary promoter arrangements, detailed reward and penalty measures, and responsibilities. It provides practical examples such as warranty card filling rules and attendance penalties.
New DistributionHow Can Top Brands Build a Strong KA Team?
This article discusses how top brands can establish a strong Key Account (KA) team to manage powerful retail channels, including team composition, roles, and the benefits for product sales, such as improved brand image, increased sales, and better market stability.
New DistributionA Basic Marketing Course for the FMCG Industry (Part 1)
This article provides a foundational marketing course for the FMCG industry, explaining the difference between customers and consumers, the classification of channels, and the evolution of sales systems from traditional wholesale to direct delivery. It uses the example of a hypothetical company's growth to illustrate how sales models adapt to market development, and concludes with case studies of major beverage companies like Coca-Cola, Pepsi, and Master Kong.
New Distribution25 Common Market Questions Answered in the FMCG Industry
This article addresses 25 common market questions in the FMCG industry, covering topics such as types of channel stuffing, prevention methods, causes and harms, handling strategies, and best practices for market development, promotions, new product launches, and more.
New Distribution30 Small Habits to Improve Memory
This article introduces 30 practical habits from the book "Hippocampus Memory Training" to enhance memory, based on the latest brain science research. By incorporating these habits into daily life, readers can activate the hippocampus and improve memory efficiency.
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