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7 Reasons Why Good Products Don't Sell Well
As a marketer, you may notice that best-selling products are often not the ones with the best performance or highest technology, but rather average-quality goods. This article analyzes seven key reasons why good products fail to sell, including immature markets, consumer risk aversion, and brand positioning issues.
New Distribution8 Tips to Boost Output from End-Cap Displays
This article introduces eight methods to improve the return on investment for special displays in FMCG retail, such as removing underperforming displays, switching products, adding items, adjusting placement, increasing promotions, changing display formats, enhancing visual appeal, and using purchase incentives. Before implementing these methods, it is crucial to establish a baseline cost ratio, for example, 10%, to identify problematic displays.
New DistributionNestlé Requires Employees to Remember and Apply These Methods and Tools
This article outlines strategic and tactical management tools and principles that Nestlé expects its employees to master, including SWOT analysis, PDCA cycle, 5W1H, SMART goals, time management, WBS, the 80/20 rule, and a list of 50 execution principles.
New DistributionSeven Habits of Extremely Inefficient People
Based on a recent study by Oxford University involving 1,050 college students, this article lists seven habits to avoid for better efficiency, such as absence, procrastination, and overthinking. Unlike typical advice on beneficial habits, these detrimental habits can easily become part of daily life and hinder success.
New DistributionIs Your Sales Performance Good? First Check If Your Terminal Execution Is Precise!
This article discusses key considerations for terminal display in FMCG distribution, including attracting consumer attention, enhancing brand image, intercepting target consumers, and maximizing sales through strategic placement and maintenance. It also provides principles for display and strategies to secure optimal display positions.
New DistributionUnpacking the 'Extraordinary' Aspects of Wahaha's Marketing Channels
Wahaha's channel management and innovation capabilities have long been admired in the industry. This article explores the structure of Wahaha's marketing channels and the key innovations in its channel management, including its credit management system and the 'joint sales body' model.
New DistributionThe Shelf: The Final Battle to Defeat Competitors and Win at the Point of Sale
Winning at the point of sale is a consensus. From R&D to production to distribution, manufacturers exert great effort, ultimately succeeding or failing at the retail shelf. The display, promotion, and sales performance of products on the shelf determine brand survival. This article discusses how to improve shelf efficiency and avoid resource waste.
New DistributionBreaking Through the Last Line of Defense in Sales: Closing the Deal
Sales personnel typically design sales scripts with two requirements: effectiveness and conciseness. Based on years of experience, addressing the seven most critical questions customers have can accelerate the closing process. These seven questions are: Why should I listen to you? What is this? What's in it for me? Why should I trust you? Is it worth it? Why should I buy from you? Why should I buy now?
New DistributionThe Deep Causes of Manufacturer-Dealer Conflicts and Solutions
Conflicts between manufacturers and dealers are an inevitable result of industrial development and channel transformation. To avoid conflicts and achieve healthy development, it is essential to integrate and adjust the value of both parties. This article analyzes the types, deep causes, and solutions for manufacturer-dealer conflicts.
New DistributionFive Observations, Eight Questions, Four Checks, and Ten Key Points for Retail Visits: Essential for Terminal Store Inspections!
This article provides a comprehensive guide for FMCG distributor sales representatives conducting retail store visits, outlining five key observations (display, sales staff, promotions, product range, and opportunities), eight questions to ask (sales, products, promotions, store policies, consumer feedback, barcodes, relationships, and training), four checks to perform (sales data, inventory, promotional materials, and sales reports), and ten essential elements for point-of-sale success (product, price, location, POP, key tools, main push, inventory, store staff, periodic promotions, and competitor information).
New DistributionBoss, If It Were You, How Would You Manage These Six Monkeys?
A fable about six monkeys assigned to guard a peach orchard, who become embroiled in internal power struggles and sabotage, leading to their collective downfall. The story prompts business leaders to reflect on how they would manage such a team.
New Distribution10 Things to Eliminate for a Highly Efficient Life
Time waits for no one, so eliminate habits like indecisiveness, procrastination, and quitting halfway to boost your efficiency. This article lists 10 such habits to avoid.
New DistributionEight Causes of Employees Being 'Busy but Inefficient'
Many small and medium-sized growing enterprises often experience a strange phenomenon: almost everyone in the company is busy, but overall efficiency is low! It's hard to find the cause and know how to improve. This article tells you where to start looking for the causes.
New Distribution9 Marketing Common Sense Tips to Easily Grasp the Essence of Making Money!
This article outlines nine fundamental marketing principles that help businesses understand the core of commerce, capture key insights, and break through business dilemmas. It emphasizes that frequent promotions reduce brand value, marketing is about winning consumers rather than beating competitors, and the core of marketing is STP (segmentation, targeting, positioning).
New DistributionThe Uncopyable Six Walnuts: A Complete Marketing Analysis
Hebei Yangyuan Zhihui, a beverage company on the brink of bankruptcy in the 1990s, turned its fortunes around after 2003 with a plant-based protein drink called 'Six Walnuts,' growing from 3 million yuan in sales to around 3 billion yuan in a decade—a nearly thousand-fold increase. This article dissects the marketing strategies behind this remarkable rise, exploring why the model is hard to replicate and what lessons it offers for FMCG marketers.
New DistributionThe 'Awareness' That New-Type Distributors Should Have
FMCG distributors have largely moved beyond the era of 'sit-down merchants,' now using vehicle sales or pre-sales for market cultivation and proactive marketing. However, many old-school distributors still lag in mindset, hindering brand execution and market results, while new-type distributors should lead with proactive thinking and efficient execution.
New DistributionTen Internal Weaknesses That Doom Salespeople
With about 80 million salespeople in China, standing out requires mastering internal skills. This article outlines ten common internal weaknesses that hinder success, from evading supervisors to lacking self-reflection.
New DistributionA Practical Guide to Beer Market Operations
This article provides a comprehensive analysis of the beer market from a marketing perspective, covering product characteristics, logistics, channels, and marketing strategies. It also includes a detailed case study of a competitive battle between two brands in a county-level market, illustrating the differences between traditional channel warfare and modern deep distribution.
New DistributionFive Essential Skills for a Top Promoter
With over two years in sales, from grassroots promoter to provincial manager, the author shares key strategies for success: thorough preparation, attention to detail, leveraging resources, closing deals decisively, and maintaining customer relationships.
New Distribution5 Key Thinking Perspectives That Marketing Professionals Must See
Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This article outlines five essential capabilities for marketing professionals: public relations skills, information gathering and processing, innovation, adaptability, and reflection and summarization.
New Distribution10 Iron Rules to Make Promotions Effective
Promotions are meant to be a lever, but often fail, leaving companies frustrated. This article outlines ten iron rules for successful promotions, from strategic clarity to simple execution, to help FMCG companies break free from the 'promotion growth pain loop.'
New DistributionWhat to Say When Visiting the Factory Management
When distributors visit manufacturers, they need to employ certain techniques, such as how to schedule appointments, whom to bring, what to bring, and what topics to discuss. This article provides practical advice based on the author's years of experience in the distribution industry.
New DistributionThe Terminal That No One Can Take Away
A distributor's terminal customer files are often fabricated out of fear that manufacturers will bypass them and serve end customers directly. To secure these assets, distributors must build service dependency and excellence, while manufacturers must uphold commercial ethics and form strategic alliances.
New DistributionThe Truth About Networking
This article discusses the true nature of networking, arguing that it is not about utility or quantity but about self-improvement, selfless help, and time investment. It corrects common misconceptions and emphasizes that genuine relationships are built on mutual growth and sincerity.
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