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Doing Township Terminal Distribution Work This Way Works Better!
For FMCG distributors, the primary marketing issue is to get products in front of consumers before purchase intent can arise. However, many small retail terminals in township enterprises are weak, numerous, densely distributed, and have low traffic, selling to whoever offers the highest profit with little loyalty. How to solidify the 'territory' you've worked hard to conquer and form a sound sales network is a common challenge for manufacturers and distributors. Improving distribution coverage through proactive promotion to achieve effective sales is particularly important. Therefore, distribution...
New DistributionFrom a Street Stall to a Global Multinational: How Lee Kum Kee Survived 127 Years?
From a street stall to a global multinational, Lee Kum Kee broke the curse of 'wealth never lasting three generations' and successfully passed down to the fourth generation, spanning 127 years. In 1888, Lee Kum Sheung, who ran a small tea house in Nanshui Town, Zhuhai, accidentally boiled a pot of oysters dry, leaving only a layer of dark brown broth at the bottom, which was fragrant! Thus, the oyster sauce beloved today was born. Lee Kum Sheung began to specialize in brewing oyster sauce as a condiment and hung up the sign 'Lee Kum Kee'. And so Lee Kum Kee was born. In 1946, the company moved to Hong Kong.
New DistributionWhat Should Distributors Do When Facing Cross-Regional Selling?
Cross-regional selling is a common issue in the FMCG industry, often seen as a normal business behavior. The real problem lies in protecting the interests of distributors or manufacturers in specific markets. This article analyzes the three basic characteristics of cross-regional selling and provides practical solutions for small distributors, including analyzing the initiator, purpose, and operational flaws of the cross-regional selling, and using strategies such as uniting with other distributors, leveraging quality inspection procedures, and preventive measures.
New Distribution"Let It Go This Time" Means "Endless Trouble"
In practice, many managers use "let it go this time" to handle employees and subordinates who violate rules, calling it humanized management. However, this approach causes endless harm. Institutionalization is often emphasized, but in reality, many companies' institutional efforts become mere formality, and "let it go this time" is a key factor undermining the effectiveness of institutionalization.
New Distribution24 Essential Table Manners for Marketing Professionals
This article, authored by the Vision Consulting Project Team, provides 24 essential table manners for marketing professionals, covering proper posture, dining etiquette, and social conduct during business meals.
New DistributionYou Know "Liby" Laundry Detergent, but Not Chen Kaixuan! At 17 He Was a Migrant Worker, at 36 He Started from Scratch—How Did He Build Liby Step by Step?
Chen Kaixuan, the founder of Liby, started as a migrant worker at 17 and founded his company at 36. By selling OEM laundry detergent under his own brand, he grew a shell company into China's leading daily chemical enterprise with the largest market share in washing products and annual revenue of 18 billion RMB. This article shares his story and the key to his success.
New DistributionWhen a Regional Manager Encounters a "Bad Market": Three Steps and Six Methods to Solve the Problem
When salespeople take over a new market, they often inherit a "bad market" with numerous problems. How should we face such a market? Through research and summary of problem markets, we found that almost all problem markets commonly have the following issues: many leftover problems from previous market issues; products not adapting to the market or price undercutting; market chaos and weak foundation; intense competition and lack of brand influence, leaving no foothold for the brand; uncooperative customers or many problems, with a severe lack of mutual trust; and a paralyzed marketing team.
New DistributionThe Art of Distribution for New Product Launches
Distribution is the first step in bringing a new product to market, and it is crucial. The path of distribution for a new product launch requires careful planning and attention to detail. To succeed, one must first understand the characteristics of distribution, the standards to follow, and how to formulate the right distribution strategy. The following details the intricacies of new product distribution.
New DistributionFrom Insolvency to Billions in Sales: How Did Jingjiu Do It?
Jingjiu's path to growth is legendary, and it has become a leading brand in the health liquor category. However, its health concept has an obscure side that makes some consumers 'ashamed to consume.' But as a product, Jingjiu's marketing approach is no different from that of baijiu. In recent years, Jingjiu's growth momentum has been obvious, and it has dominated the health liquor category, leaving other similar brands far behind. What is the secret? Find the right product positioning and target consumer group, and you won't have to worry about selling!
New DistributionDistributor Bosses' Time Planning: Balancing Profit-Making and Learning
A county-level distributor with annual sales over 50 million yuan and a professional manager as general manager still feels busy and tired. He wants to learn, visit terminals, and train his child to take over the business, but finds no time. The article suggests a monthly time management plan for distributors to improve control and efficiency.
New DistributionWhen the Distributor Says 'No Money'...
For a manufacturer's salesperson, managing distributors is a complex task requiring considerable effort and strategy, while a distributor can easily trouble the salesperson by simply saying, 'I have no money recently, so I can't make a payment.' This article explores the real reasons behind this common excuse and offers practical advice for salespeople on how to respond.
New DistributionFive Thoughts on the Future Marketing of Food Enterprises as 2016 Approaches
As 2015 draws to a close, the falling snow and cold weather signal that future marketing efforts will also be chilly; excessive optimism and letting things take their natural course will not yield good results. To achieve good marketing performance in the future, entrepreneurs and marketing managers need to better integrate resources in areas such as products, channels, customer service, personnel incentives, and competitive strategies to cope with market developments. Here are some thoughts to share and discuss.
New DistributionDistributors Must Recognize 'Shelf Appeal' When Selecting Products
When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'shelf appeal.' Shelf appeal refers to all factors that determine a consumer's purchase decision. At retail terminals, consumers consider one or several shelf appeal factors, such as taste, portion size, and price. Compared to consumers, distributors must consider a more comprehensive set of shelf appeal factors, including not only the product's attributes but also the target consumers' age, preferences, spending power, and purchasing channels.
New DistributionHow Can Distributors Solve the Difficulty of Collecting Payments?
Difficulty in collecting payments is an indisputable fact in the food industry. Therefore, actively exploring the causes of this long-standing problem and finding solutions is of particular significance for distributors to escape the trouble of payment collection and reduce operational risks.
New DistributionManagement is a Technical Skill: Ten Essential Tools, Clearly Explained!
To achieve high efficiency in management, a manager must be familiar with and skillfully use the following tools: Tool A: The STAR principle for recruitment interviews. Recruitment interviews are an important part of a manager's work. Every successful manager must possess excellent interview skills to recruit suitable people into the team, placing the right person in the right position to create high performance. The STAR principle refers to Situation, Task, Action, and Result.
New Distribution14 Abilities and 8 Qualities a Professional Manager Must Possess
A professional manager is a person who holds a leadership or management position, referring to senior personnel in official or corporate settings. This article outlines the 14 essential abilities and 8 key qualities that professional managers must develop to be effective in their roles.
New DistributionHow to Develop a Channel Promotion Plan
Strictly speaking, a channel promotion plan is not a rigid template and has no fixed format. Based on practical experience, this article explains common indicators in channel promotions, including background analysis, promotion objectives, target audience, timing, theme, strategy, and methods such as tiered rebates, limited-time shipping rewards, sales contests, and welfare promotions.
New DistributionThe Reason the German Army Was Able to Sweep Across Europe: Their Personnel Selection System
During World War II, the German Army was able to defeat enemies with overwhelming odds. Post-war experts studied their success and found that the Nazi new recruit selection system was a key factor. After training, instructors classified recruits into four categories based on intelligence and diligence, assigning them to roles that matched their traits, which contributed to their military efficiency.
New DistributionHow Can Trading Companies Strengthen Risk Prevention?
Enhancing risk prevention awareness is a serious challenge for every trading company. Currently, food trading companies mainly face operational risks from upstream manufacturers and risks from downstream supermarket closures causing bad debts. To control upstream cooperation risks, the marketing department should follow key principles: diversify brands, avoid paying upfront for goods without immediate delivery, reasonably control advance payments, and consider after-sales service. To mitigate downstream risks, companies should establish financial early-warning mechanisms, develop operational procedures based on financial analysis, and stay vigilant by collecting information to detect early signs of supermarket problems.
New DistributionYear-End Guide: How Should the Marketing Department Prepare Its Year-End Summary and Budget?
At the end of each year, 'summarizing the past and planning the future' has become a tradition for Chinese people, even more so than the Spring Festival Gala or dumplings. Taking the industrial products marketing department as an example, this article provides a simple analysis. The industrial products marketing department should attach great importance to the year-end summary—not only because it needs to submit its work performance for company review and evaluation, but more importantly, it is a significant opportunity to review and reflect on work gains and losses, and to actively communicate market development directions and strategies with the company's decision-makers.
New Distribution14 Lessons in Business Training: Knowledge, Skills, Breakthrough, and Improvement—Even the Music Between Classes Is Thought Out for You!
In an era where money races against time, soon after a liquor company successfully recruits distributors, they become restless and urge the company to launch products to market as soon as possible. The first problem for liquor merchants is how to train the newly formed marketing team. As the saying goes, 'Before soldiers move, provisions go first.' Marketing training is like provisions, and its effect is more like a few whispered words. Here, we provide training in four major sections—'Knowledge, Skills, Breakthrough, and Improvement'—to achieve the effect of four whispered phrases: 'I love you,' 'You're capable,' 'You're great,' and 'I marry you.' Then developing the market will not be difficult.
New Distribution365 Business School | Mei Mingping, the No.1 Distributor Trainer, Helps You Make Money More Easily!
As a distributor, if you don't understand the four stages of business development, you may become complacent and unwilling to change; if you don't know where the final battlefield of competition is, you may be eliminated by consumers; if you rely solely on manufacturers and avoid advertising, your regional brand awareness will decline; if you only seek quick profits and don't invest in market cultivation, conflicts with manufacturers will intensify. All these stem from a lack of understanding of positioning and promotion. This issue discusses the first of the '18 Ways for Distributors to Make Money Quickly': how to position yourself scientifically.
New Distribution365 Business School | Mei Mingping, the No.1 Distributor Trainer, Helps You Make Money More Easily!
As a distributor, if you don't understand the four stages of business development, you may become complacent and unwilling to change; if you don't know where the final battlefield of competition is, you may be gradually eliminated by consumers; if you are unwilling to advertise and rely solely on manufacturers, your regional market awareness will decline; if you are unwilling to invest in cultivating the market and only want to make quick money, conflicts between manufacturers and distributors will intensify. In fact, all this is because you don't understand promotional positioning! This issue's topic: The first of the 18 Ways for Distributors to Make Money Quickly: How should distributors position themselves scientifically?
New DistributionTen Sins of Manufacturers Listed by Distributors, Each One Bleeding!
A previous article titled 'Ten Sins of Agents in the Eyes of Salespeople' sparked discussion among manufacturers and distributors. In response, a distributor compiled a list of ten sins committed by manufacturers, which is shared here for reference and discussion.
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