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Excel Tips Collection: Kneel and Catch It!
In English, 'Excel' means 'to be superior or skilled at something.' As software, Microsoft's Excel spreadsheet program is a powerful tool for many 'table brothers' and 'table sisters.' What hidden skills in Excel make you wish you'd known them sooner, so much so that you'd immediately offer your knees? Come and learn with the editor to boost your knowledge.
未央之末FMCG Marketers: Don't Let Your Guard Down Even in Peak Sales Season
During peak season, market demand surges, and companies place great emphasis on sales growth and market share capture. Many salespeople rely heavily on this period to achieve their annual sales targets and profit growth, making it a critical time for demonstrating their value. Xiao Zhang, a veteran salesperson for a well-known beverage brand, had served distributors in the local market for three years and knew the market well. As summer approached, signaling the peak season, he breathed a sigh of relief, thinking he wouldn't need to push distributors to place orders or worry about meeting targets. However, his complacency led to missed opportunities and a decline in market share.
刘雷17 Laws of Marketing: A Classic Among Classics!
This article outlines 17 fundamental laws of marketing, emphasizing the importance of perspective-taking, focus, reasons, balance, human nature, testing, experience, testimonials, cycles, value, guarantees, gifts, discounts, impressions, mindset, closing, and gathering people. Each law provides actionable steps and examples to help marketers improve their strategies and achieve better results.
New DistributionHow Distributors Can Win the Battle for New Products
New products generally carry high risks and costs, making their promotion and sales challenging compared to established products. However, distributors often must vigorously promote new products due to manufacturer mandates and the potential for establishing market position and profitability. This article likens new product promotion to a military campaign, dividing it into three phases: reconnaissance, assault, and defense.
张帆Terminal Marketing Strategy: Practical Operations
Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics.
张继明How Marketers Should Grasp Distributor Interests
Before discussing distributor interests, the author presents two basic viewpoints: the interest-driven nature of all commercial activities, and the human tendency toward greed, where wealthier individuals are often more avaricious. Under these premises, analyzing distributor interests becomes easier. To solve problems, one must first analyze them, and before analyzing distributor interests, it's essential to understand the types of interests from multiple angles. As mentioned in a previous article, interests can be broadly categorized into two types: gaining something positive and avoiding loss. For example, when marketing chewing gum, emphasizing that it prevents cavities or bad breath is more effective than just saying it freshens breath. Psychological research shows that people change only when faced with pain or pressure, and the motivation to avoid pain is four times stronger than the pursuit of pleasure. Therefore, discussing negative aspects with distributors may pique their interest more. In marketing, we often describe interests in terms of direct and extended benefits, or direct and extended losses.
黄会斌What to Do After a New Product Launch Promotion?
New product launches typically require promotions to encourage risk-taking purchases and build buying habits. However, many companies fall into the trap of relying on promotions instead of regular sales, leading to market and sales disconnect. After a promotion, companies should focus on expanding regular shelf space, improving customer relations, increasing store penetration, building the sales team, and leveraging consumer information to ensure long-term success.
李鉴金The Ten 'Qi' (Spirits) of a Salesperson
Some say that to see the future, one must look at learning ability. I agree, but the ability to learn first requires the ability to choose. As salespeople, we need to learn, but what should we learn? The so-called knowledge is a mix of good and bad, mostly boastful case studies or foreign marketing theories. Good stuff is rare, so even though many people are eager to learn, excellent marketing talents are still few and far between. I judge a salesperson's future by whether they possess these ten 'Qi' (spirits). 1. Ambition: Aim high. If you only want to support your family, you may struggle to do so. As the saying goes, 'Aim for the highest and you'll reach the middle.' Without a big dream, even the most talented will become ordinary. Zhou Enlai studied for the rise of China and became Premier; Zhang San, who went to school just to avoid losing money selling vegetables, lives a pastoral life. The same applies to sales. If Zong Qinghou hadn't had ambition, Wahaha might have just made him a rich man, and the brand would be unknown.
李万利Why I'm Not Optimistic About Wahaha and Nongfu
This article, reposted from the WeChat account 纳兰醉天, analyzes the challenges faced by Chinese beverage giants Wahaha and Nongfu Spring. It argues that their over-reliance on advertising and channel management, while neglecting consumer experience, has led to product failures and brand stagnation, and questions the leadership transition at Wahaha.
纳兰醉天Six Shortcuts for Frontline Employees to Stand Out
This article outlines six practical shortcuts for frontline sales staff to advance their careers, based on the successful experiences of marketing managers. These include choosing high-potential markets, leveraging word-of-mouth, excelling in meetings, seizing moments with senior leaders, showcasing talents in media, and building a personal board of mentors.
戴鑫Quotations for Rapid Growth of Provincial Managers
This article outlines the key responsibilities and strategies for provincial managers in FMCG companies, covering job duties, market planning, channel expansion, terminal coverage, promotion, and team management. It emphasizes the importance of aligning with company strategy, effective planning, and continuous improvement.
杨威Five Stresses, Four Beauties, Three Loves: The Secret to Intensive Channel Management
Those who control the channel control the market. The channel is the lifeblood of a company. While companies wage fierce battles with product, price, concept, and brand strategies, the hidden channel competition is also intensifying. Intensive channel management has become the most clicked term in marketing policies and plans. It involves integrating marketing tactics to fully tap market potential, cultivating and supporting distributors, increasing outlet coverage and penetration, enhancing outlet presentation, and using advertising and promotions to drive demand, ultimately achieving distributor and terminal push to raise market share and brand influence.
游昌乔Dealers Choosing 'Small Brands' - Think Twice Before Acting
Because many company executives understand that in today's market where products are largely oversupplied and competition is fierce, those who control the channel may win the market. In China, the role of the channel has never been more important than it is today. Dealers are a crucial part of the channel. So when you open a well-known financial newspaper or magazine, you see various sizes of franchise advertisements. Companies use every means to attract dealers, from strong corporate strength, R&D capabilities, and the charisma of leaders, to product performance and quality, broad market prospects, and strong support like TV, newspaper ads, celebrity endorsements, and comprehensive marketing planning support, as well as promises of strict market protection, no cross-region selling, generous year-end rebates, and complete return and exchange policies, and so on.
卢旭成40 Books Recommended by Alumni of Cheung Kong Graduate School of Business
This is a list of 40 books recommended by alumni of Cheung Kong Graduate School of Business, covering topics such as technology, management, marketing, psychology, history, and philosophy. The recommendations include personal insights and practical advice for entrepreneurs, managers, and those interested in business and self-improvement.
New DistributionBe a Professional Hitman
A colleague recently opined that marketing is not revolution but assassination. Indeed, that hits the nail on the head. Revolution relies on faith, with many brave souls falling along the way, becoming martyrs rather than pioneers. Marketing, like assassination, demands deep investigation, systematic planning, and a single, decisive strike. The difference between amateur and professional lies in control and the ability to adapt, ensuring survival and success.
New DistributionStill Handing Out Flyers? That's So Outdated! Six Tricks to Beat Traditional Leafleting
In today's market where 'winning users wins the world,' traditional methods of acquiring customers are becoming increasingly costly and less effective at capturing attention. On my way to work, I see countless people handing out flyers, but very few are actually read by passersby. Here are marketing tactics beyond the thankless task of leafleting—take a closer look! Is your store still monotonously distributing flyers or 157g posters? That's outdated! Let us show you some tricks that will absolutely crush traditional poster and flyer distribution and deeply cultivate your customer base.
New DistributionTen Steps Before Choosing a New Product: A Guide for Distributors
This article, originally from the WeChat account Jinxiaoshang, emphasizes the importance of rational analysis when distributors select new products. It outlines ten critical steps, including self-assessment, market conditions, manufacturer support, product selling points, profit margins, product movement, operational methods, launch channels, success cases, and market visits, to help distributors avoid failures and identify potential bestsellers.
曾文忠 陈行军Why Do New Products Die?
New products are crucial for companies, but most fail, wasting resources and even leading to decline. To ensure success, it's essential to understand the root causes of failure. This article analyzes eight common ways new products die, from imitation and overpricing to poor coordination and channel mismanagement.
王同JDB Sales Data Fraudulent? Nielsen Responds: Data Inconsistent with Facts!
This article is reposted from the public account: FMCG Mansion. The legal battle between Wanglaoji and JDB, which has lasted nearly three years, is still unresolved, and recently the two sides have been arguing over who is the number one herbal tea brand. Every year at this time, industries release their previous year's statistics, and the herbal tea industry is no exception. Following past practice, JDB annually uses survey data from the 'China Industry Enterprise Information Publishing Center' under the name of the National Bureau of Statistics, using this data to aggressively promote itself as the top-selling herbal tea, even using the slogan '7 out of 10 cans of herbal tea are JDB' in various media and TV advertisements.
New DistributionTerminal Marketing: 20 Key Concepts
Without clear terminal strategy, evidence, and support, attracting distributors is difficult, leading to a cycle of hiring and firing salespeople. This article outlines 22 key concepts of terminal marketing, emphasizing the importance of terminal strategy, core terminals, and the distinction between sales and promotional terminals, to help companies succeed in the competitive FMCG market.
曾祥文Bundle Selling: The 'Free-Riding' Strategy for Small and Medium Brands
This article is reproduced from the WeChat public account: 买卖仓. Bundle selling refers to distributors using fast-moving products to drive sales of other profitable but slow-moving products. To achieve this, they often lower the price of the fast-moving products as bait, thereby maximizing overall profits. The article discusses the causes, motivations, systematic implementation, key success factors, and risk prevention of bundle selling.
New DistributionSeven Steps to Developing a New Market
The article outlines a seven-step approach to developing new markets, emphasizing preparation, market research, customer selection, and follow-through. Drawing on five years of experience at Jinjian Rice, the author provides practical tactics for each step, from pre-departure preparation to post-launch details.
易季忠Breaking the Paradox of New Product Terminal Promotion with the S-Curve
Products, as material carriers that satisfy needs, play a crucial role in marketing activities, especially in the era of personalized demand. However, new products often fail to reach consumers due to channel issues, particularly dealer inaction. This article explores common excuses dealers use to reject new products and proposes the S-curve theory as a solution to overcome these barriers and drive sales growth.
李治江The Ten Fatal Flaws in New Brand Promotion
In the entire marketing activity chain of an enterprise, brand management remains the most profitable link, and the brand increasingly becomes the lifeblood of a company's prosperity. The path to successful branding is a arduous journey, as the saying goes, 'The right path is full of vicissitudes.' The author identifies ten fatal flaws that hinder successful brand promotion and decodes them one by one. The first flaw is blindly imitating others, like the story of learning to walk in Handan.
黄生