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How Should Distributors Solve Four Core Problems: Difficult Terminals, New Product Rejection, Joint Boycotts by Major Terminals, and Product Price Increases?
In the baijiu industry, terminal channel management is one of the key tasks for trading companies. Every step in the sales process—from developing new terminals, maintenance, new product promotion, price increases, expense allocation and approval, to problem feedback and resolution—affects the entire sales process and results. Today, the reporter from Jiushihui selects four common problems in the baijiu market for analysis and discussion. How to deal with regional 'old, big, difficult' terminal customers? What are 'old, big, difficult' terminal customers? 'Old' means they have been in the tobacco and alcohol business in the region for a long time...
张强"FMCG Brand Energy Ranking" Released: Yili, Mengniu, and Wanglaoji Top Three
The FMCG Industry Research Institute released the "FMCG Brand Energy Weekly Observation," which collects, surveys, and analyzes brand communication data to rank FMCG brands by an energy index. The report aims to provide periodic brand communication references for FMCG brand owners and a reference coordinate for supermarket users in brand selection. For the period July 25-August 1, 2016, among 10 brands including Yili, Master Kong, Mengniu, Liby, Nongfu Spring, and Haitian, Yili, Mengniu, and Wanglaoji ranked in the top three in the comprehensive brand energy index, with Yili taking the top spot.
快消品行业研究院Middlemen: Dig Their Own Graves or Survive on Their Knees?
My family was once one of the largest distributors of a beer brand in the Yangtze River Delta, a true 'middleman'. On paper, we made 1.5 yuan per box sold, but to win customers, we often sold at cost or even at a loss, subsidizing 0.5 yuan per box. We relied on year-end rebates from the brand, which later turned into beer instead of cash... and then there was nothing. This article reflects the plight of many Chinese agents, wholesalers, and distributors in the internet era, and offers two strategies: shift from selling goods to selling services, or shift from selling goods to R&D.
马金同Mosalilan, Where Is the Way Ahead?
Mosalilan, as Bright Dairy's innovative super single product, pioneered the domestic ambient yogurt market. Before 2015, it grew at a near-doubling rate annually, with revenue approaching 6 billion yuan. However, in 2015, its revenue unexpectedly declined by 1.44%, raising questions about its future.
伯乐斋From 400,000 to 8.5 Billion: You've Tasted Its Flavor, but Never Heard Its Legendary Story
Author: Li Dongyang Source: Chief Marketing Officer (ID: cmo1967) Original Internet Marketing First Media! Introduction: From beginning to end, a kingdom is not built in a day. From obscurity to household name, from bad timing to standing alone, from 400,000 to 8.5 billion. Strong Group owns multiple sub-brands including Crystal Love, cici, Good Times, and Youlemei. It is not only the largest producer and seller of instant seaweed and milk tea in China, but also the world's largest professional producer and seller of jelly pudding. Since its founding in 1993, Strong has written a legend in China's food industry over 23 years.
李东阳Digging Up the Untold Story of Uni-President!
Uni-President is a household name in the food industry, with 2015 sales reaching 22.1 billion yuan, and its every move sets industry trends. However, what don't you know about this seemingly familiar company? Founded 49 years ago, its brand influence spans Asia.
New DistributionTactical Proficiency: A Special Marketing Skill
Strategic thinking has different levels: winning without fighting is superior, while forceful attacks are inferior. However, success in war cannot rely solely on strategy without the support of strength; effective strategy requires matching tactical means. The consistency between strategy and tactics is crucial, but the key link is tactical proficiency—a specialized skill developed and trained to ensure strategic goals are achieved.
史贤龙Why the Hottest New Products at the Sugar and Wine Fair Are More Likely to Make Companies and Distributors Lose Money?
Why are the hottest new products at the Sugar and Wine Fair more likely to make companies and distributors lose money? What are the tricks to ride the market trend without losing your wife and catching the rogue? Planning a product line is like deploying troops; what is the correct posture? Every year starting in March, industry exhibitions are in full swing. What do you look at in industry exhibitions? Look at 'new products', 'trends', and dynamics; it is said that major exhibitions are industry bellwethers. But in general, industry exhibitions are like 'going to a big market' or 'joining the crowd', with products rushing in like a swarm. In the first few years of making beverages, when I saw that Six Walnuts was hot, the exhibition was full of walnut drinks, then coconut juice drinks, and recently lactic acid bacteria drinks; in cosmetics, it was various hydrating products in the early years, and in recent years, various masks. If companies launch new products based on this, and distributors select products based on this, they often lose a lot.
苗庆显An Excellent Marketing Team Must Have 'Prescribed Moves' That Everyone Knows
This article is based on Liu Chunxiong's sharing at the first online micro-sharing session of Fenjiu Business School. He uses three cases to illustrate that marketing knowledge comes from the frontline, needs to be refined by senior management, and then disseminated top-down to form the company's marketing knowledge system. He emphasizes the importance of 'prescribed moves' for excellent companies and discusses how to extract and spread them.
刘春雄Survey of Top 100 Ambient Lactic Acid Bacteria Beverage Brands: Shares, Channels, and Prices Reveal Trends
Since 2013, China's lactic acid bacteria beverage market has seen explosive growth, with the ambient segment becoming a key driver. By 2016, over 100 brands competed in the ambient market, with county-level cities accounting for 52.4% of sales. The market is characterized by regional brands, intense price competition, and channel diversification, with supermarkets holding 40% of sales.
司玉佩、史献芒What Have Been the Manifestations of Consumption Upgrading in the Past Decade?
The process of consumption upgrading is just beginning. As a user, what direct experiences have you had with consumption upgrading? Consumption upgrading has become a new trend in venture capital and entrepreneurship. On one hand, new products replace old ones, and some products are gradually dying out; on the other hand, new lifestyles are constantly emerging and spreading to the masses. From the improvement of material quality to the satisfaction of spiritual needs...
何明科No Middlemen Is the Biggest Marketing Lie (Part 3): Scientific Top-Level Channel Design
Why are Coca-Cola's direct-operated terminals and Master Kong's channel intensive cultivation traps for most companies? How does 'Lao Gan Ma', which has almost no sales staff, manage to do solid and meticulous market groundwork? This article reveals the ultimate answer to improving channel efficiency and ending the mutual friction between manufacturers and distributors.
苗庆显China's Beverage Market Faces Another 'Off Year' – Is the Industry at a Turning Point?
The once-popular 'One More Bottle' promotion has disappeared this year, replaced by various fan-engagement tactics. Although beverage companies have realized that emotional resonance with consumers drives sales more than promotions, the fan economy has replaced price wars. However, this round of fan-engagement campaigns has not saved the industry from an 'off year,' as extreme weather, cumbersome marketing methods, overly similar new products, and self-deprecating positioning have further muddied the already unclear beverage market. Rainy weather has dampened industry enthusiasm...
New DistributionA Look at Those Mismatched Beverage Brands
Normally, a product's packaging design, theme slogan, and endorser should be consistent and mutually reinforcing, but some domestic brands or products are completely disjointed, especially in common beverages. Over time, this will cause great harm to the product, the company, and the brand they intend to build, having only negative effects and making it difficult for the enterprise to sustain itself. The reasons for this phenomenon, in the author's view, include: 1. Long-standing manufacturer mindset; 2. Company owners' personal preferences; 3. Neglect of brand marketing planning.
陈行军Mainstream Shift: Potential Death by Traditional Playbook
After years of 'legal education,' mainstream shift seems to have become consensus. With sales declining, companies face the challenge of growing profits despite falling volumes. The solution is to create new mainstream products, but execution often fails because marketing tactics remain unchanged.
刘春雄Selling Hundreds of Millions a Year, Xiaodao Yuanjiang -- The 'Dark Horse' of the Bottled Baijiu Industry
Xiaodao liquor, launched in 2003, achieved remarkable results in 2015 after 12 years of product upgrades, brand positioning, and structural adjustments: the single product Xiaodao Yuanjiang alone saw a 210% year-on-year increase. Building on this, Xiaodao liquor is expected to create even better performance in 2016. Produced by Hebei Sanjing Liquor Industry Co., Ltd., Xiaodao liquor is one of the earliest baijiu brands to use a minimalist 'white label with black characters' trademark, quickly capturing consumers' attention and earning the title of 'dark horse' in the industry upon its launch.
酒业第一财经媒体How Impressive Is JDB's Marketing?
JDB demonstrated its strength by turning a regional herbal tea into a nationally renowned beverage, and after splitting with Wanglaoji, it successfully built a new brand and transferred brand resources, maintaining sales and market share. This article analyzes JDB's outstanding marketing moves, including its ground-level distribution network and clever advertising campaigns.
袁氏企划80% of New Product Launches Fail! Here's How to Break Through
Every year, over 80% of new product launches fail. In fact, launching a new product is like directing a show: with thorough preparation and the right leverage point, breaking into the market is not that difficult. Only through scientific market research and analysis, finding the right entry point and positioning, can a new product quickly capture market share and survive. In other words, only with scientific market, consumer, and competitor analysis can a new product stand undefeated.
朱志明Online Marketing Paths and Methods for FMCG
Traditional offline marketing models are divided into four types: direct sales, wholesale distribution, deep distribution, and deep co-marketing. This orientation made ubiquitous distribution a key marketing capability, with the 4P framework and terminal-oriented theory maturing. However, with demand saturation, traditional models face challenges, and online marketing logic shifts to: sales = fans (KOL) × activity × product variety.
方刚The Brand a Distributor Represents Is the Strategy It Chooses
Choosing a product is not just a technical task but a strategic decision for distributors. This article analyzes four channel power models—product pull, brand pull, interest-driven, and dual-driven—and explains how each model aligns with different distributor resources and risk preferences, emphasizing that distributors should choose the brand that best fits their capabilities and strategic goals.
刘卫华New Product Launch - Refined Terminal Management
The development and design of new products carry a significant corporate mission. Firstly, innovation is the soul of enterprise progress and an inexhaustible driving force for development. To achieve long-term growth, companies must ensure product updates to meet consumer demands. Through product line sorting and development, companies continuously eliminate lower-margin products and improve profitability. Secondly, by understanding and forecasting market demand, they develop innovative, market-aware products to maintain competitiveness. Thirdly, new product launches are both a refinement of existing channels and an opportunity to develop new markets. Finally, new product development also serves to optimize and upgrade consumption structures. The market characteristics of dairy products indicate that traditional extensive models are no longer applicable, and precise launch processes can achieve high efficiency. The three basic terminal actions include standard display, free tasting, and terminal shouting. Refined channel management in display, promotion, tasting, inventory, sales, personnel, costs, and channels is essential for product sell-through.
吕驰Wang Laoji Wins Final Appeal Against JDB for False Advertising and Commercial Defamation, Awarded 5 Million Yuan
Following the trademark, advertising slogan, and packaging cases, the dispute over the herbal tea formula between JDB and Wang Laoji has finally concluded. Baiyunshan announced that it received the final judgment from the Guangdong High People's Court, which rejected JDB's appeal and upheld the original ruling. Since 2013, JDB and Wang Jianyi, the fifth-generation descendant of Wang Laoji's founder, had spread claims about the exclusive formula and overseas rights, misleading consumers and damaging Wang Laoji's reputation.
New DistributionHou Xiaohai of China Resources Snow: The Unknown Distance Ahead Is a Horizon Worth Braving
Hou Xiaohai, General Manager of China Resources Snow Breweries (China) Co., Ltd., believes that in front of shrewd and pragmatic leaders, all rhetoric is hollow without performance; and in front of honest and hardworking subordinates, instructions without management tools are meaningless. As the largest consolidator in China's beer industry, China Resources Snow's sales volume ranked first globally with a 5.4% share, and its 2015 sales volume grew 573% compared to 2005.
小镇青年朱迪In Two Years, This Bottled Liquor Snatched 33 Million Yuan in a Market of Less Than 600,000 People!
In Bazhou City, a county-level city in Hebei Province with a population of less than 600,000, the battle for bottled liquor is fierce. The 'iron triangle' of Laocunzhang, Niulanshan, and Longjiang Jiayuan once dominated, but in 2014-2015, a brand called Xiaodao broke through and became a leading brand. Xiaodao's success is attributed to a simple strategy: focus.
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