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Ten Essential Skills for Sales Managers to Master Channel Inventory Pressure
An interesting phenomenon is observed: most second- and third-tier products heavily emphasize and rely on channels, yet channel management remains at the simple level of inventory pressure and payment collection. After years of experience, most salespeople have not fully integrated these two skills, and there is a clear deficiency in how to effectively implement inventory pressure. Based on years of marketing experience, I summarize my practical experience into ten key techniques for inventory pressure.
高春利Spring Festival Gold Rush Season is Coming – Are You Ready?
The Spring Festival is the peak consumption period for Chinese people, with shopping malls and supermarkets packed during this time. Both manufacturers and retailers hope to reap the first gold of the new year. Are you ready for the gold rush? First question: Have you made your plan? As the saying goes, 'Preparedness ensures success.' The business battle during the Spring Festival is undoubtedly fierce, and any oversight could allow competitors to seize the opportunity. Therefore, thorough preparation is the first principle of the Spring Festival gold rush. Your plan should consider the following factors: 1. Product display, promotion, and store inventory; 2. Close monitoring of competitors' moves and countermeasures; 3. Gift packs and value packs. Foresighted companies notify retail outlets of their promotion and display plans three months or more in advance to secure maximum advantage.
耿加杰Jinluo: The Biggest Competitor Is Not Shuanghui, But Itself
It is well known that Shuanghui, Yurun, and Jinluo together account for nearly 90% of China's meat product market. While Shuanghui, the leader, focuses on both domestic and international markets, and Yurun, the second, faces capital chain issues but maintains its lead in low-temperature products, Jinluo, the third, is analyzed in this article. Based on the author's years of experience in the FMCG industry, particularly in condiments, and interactions with Jinluo's distributors and staff, this article examines the 'low-key' brand's challenges in product quality, market competition, and internal management, concluding that Jinluo's biggest competitor is itself.
兵临城下Practical Preparation Guide for In-Store Promotions
This article provides a practical guide to planning and executing retail promotions, covering key principles, types, processes, budgeting, and preparation checklists, with a focus on detail-oriented execution.
艾建军Six Years On, Should Huiyuan Juice Still Be Sold?
Six years after Coca-Cola's failed acquisition of Huiyuan Juice, the company faces ongoing financial losses and strategic dilemmas. This article analyzes whether selling the juice business remains a viable option, arguing that focusing on upstream fruit processing and divesting downstream operations could be a prudent strategy.
吴慧曼Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春How Can Small and Medium-Sized Food Enterprises Break Free from the Stagnation of Product Sales?
In our interactions with small and medium-sized food enterprises, many owners have told us that over the past 2-3 years, their product sales have remained stagnant, making sales growth their biggest challenge. These enterprises range from newcomers with annual sales of a few million yuan to those with sales between 10-30 million yuan, around 50 million yuan, or even exceeding 100 million yuan. Upon further analysis, we found that they lack professional brand planning, relying mainly on product quality and effort, resulting in weak or non-existent brand support. This article summarizes ten reasons for sales stagnation and proposes corresponding solutions.
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 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 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 Choosing New Products: Remember to Complete These Ten Steps Before Making a Decision
How to pick a potential product or a hit product? How can distributors develop a discerning eye? It's not difficult! Just remember the following ten steps. (This discussion only covers distributors of alcoholic beverages and drinks in the FMCG sector.) First, know yourself. Distributors must act according to their capabilities when accepting new products. Consider whether you have surplus funds, channels, warehouse space, delivery capacity, manpower, social connections, market reputation, etc. Is your scale at a bottleneck? Do you have ambitions for further growth? Is there still large market space locally? Can you operate in larger regions or more categories? Does your main business rely entirely on the manufacturer or yourself?
曾文忠 陈行军JDB's Success: It's Deep Distribution, Not Positioning!
Deep distribution has many classic and successful cases. Amidst the jungle of competing theories, practice is the sole criterion for testing truth. Li Dayi learned Teacher Bao's deep distribution theory 13-14 years ago and applied it in the market, which greatly enhanced his skills. He argues that JDB's true core competitiveness lies in its deep distribution capability, the strongest among all domestic FMCG companies.
New DistributionWithout the 'Red Can' and 'Fear of Getting Heated', Can JDB Still Compete?
JDB has lost its 14th consecutive lawsuit, with a court ruling that the advertising slogan 'Fear of getting heated' belongs exclusively to Wong Lo Kat, and JDB must stop using related slogans and pay 5 million yuan in damages. Despite losing the trademark, red can packaging, and slogans, JDB maintains nearly 80% market share in canned herbal tea, relying on its strong marketing and distribution channels.
纳兰醉天11 Common Consumer Promotion Tactics: Key Operational Points—Don't Claim You Really Understand Them
Promotion is a marketing activity based on distribution, where manufacturers use distribution channels and special tactics to boost product sales. Promotions cover a wide range, including promotional mixes, personal selling, advertising, brand promotion, and public activities. Manufacturer promotions can be broadly divided into two categories: consumer-centric and trade-centric.
黄静Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, pushing marketers to create numerous ineffective outlets that kill the product. To sustain growth, channel focus is essential: screen outlets and target 'quality fish'.
New DistributionHow Can Distributors Effectively Support New Products?
When companies launch new products with great effort, they often find that despite distributors' willingness to promote them, sales remain sluggish. The problem often lies in misidentifying target customer groups, improper distribution strategies, and inadequate market promotion capabilities.
毛小民2 Marketing Support Platforms + 8 Steps of Terminal Visits: Build a First-Class Team with Ordinary People!
There aren't that many talents in this world; use models to let ordinary people accomplish extraordinary things. In a China-US CEO dialogue about what to focus on during rapid corporate growth, American entrepreneurs unanimously wrote "team" on their boards, highlighting the value of teams. However, for many domestic companies, building a marketing team, especially a sales team, remains a headache due to the scarcity of excellent salespeople and marketing talent. This article suggests starting from two aspects: building marketing support platforms and breaking down sales actions to simplify complex tasks, using standardized models like the "Eight Steps of Terminal Visits" to train ordinary people into a top-tier marketing force.
刘文新Six Major Objectives and Operational Approaches of Channel Promotion
Since promotion is an important means for enterprises to participate in competition and achieve set goals, it is necessary to plan promotion from a strategic height. The primary task of promotion planning is to clarify the purpose of promotion, as different purposes require different promotion policies. Only by formulating corresponding promotion policies and plans based on clear promotion purposes can set goals be successfully achieved. Looking at the various promotional activities around us, how many are truly strategic, purposeful, planned, and creative? The promotion targets can be end consumers or channel members.
芮新国The "Eight Beliefs" and "Five Forces" for Building a Gold-Medal Salesperson
Sales work is monotonous, tempering, and a rollercoaster of extremes. With nearly 60 million marketers working on the front lines daily in China, the difference between success and failure lies in the mindset and skills of the salesperson. A successful salesperson must possess eight basic belief patterns (the "Eight Beliefs") and five key forces (the "Five Forces").
New DistributionHow Do the Networking Structures of the Poor and Rich Differ?
Chinese people love to talk about connections, with a modern saying that 'social relations are productive forces.' While many engage in networking, some ambitious youths disdain it. Yet, regardless of personal preference, doing things in society often relies on various relationships. Asking for help is not necessarily shameful, and being alone is not necessarily glorious. 'Relationships' are a normal phenomenon, but they are not simple. Many may think the key to building valuable connections is seeking intimate relationships, like 'classmates who studied together or comrades who fought together,' but sociologists think otherwise.
New DistributionWhat Else Can You Do in the Off-Season?
Life must go on, and whether you're a best-selling brand or not, the off-season is tough. Here are some strategies to make the off-season under the financial crisis more bearable: 1. Keep marketing staff active; 2. Maintain promotional activities; 3. Clean up unqualified dealers; 4. Launch new products quickly; 5. Hold meetings and training; 6. Send back-office staff to the market.
唐江华This Stop: Consumer Marketing Reigns Supreme!
Views like 'terminal is king' and 'channel is king' have been popular in the business world for over a decade. The author, who once advocated such ideas, now argues that the push of channels is giving way to the penetration of consumer marketing, ushering in a new era where consumer marketing capabilities determine a company's future.
李政权Make Your Year-End Report Pass on the First Try
At the end of each year, regional managers are busiest with performance sprints, sales collections, staff incentives, and next year's marketing plans. While hitting sales targets is crucial for immediate rewards, a well-crafted annual marketing plan is key to future career growth. This article shares insights on sales forecasting, expense estimation, and plan completeness to help regional managers succeed.
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