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Growth for Marketers: Tolerance Matters More Than Freedom
Hu Shi said: without tolerance, there is no freedom. In fact, this was said by Mr.布尔, a history master at Cornell University, during a conversation with Hu Shi. It was Mr.布尔's words, "The older I get, the more I feel that tolerance is more important than freedom," that had a profound and lasting impact on Hu Shi. Hu Shi greatly appreciated this saying, remarking, "The more I think about his words, the more I feel they are an indelible maxim." From this master's saying, Hu Shi further concluded, "Sometimes I even feel that tolerance is the root of all freedom; without tolerance, there is no freedom."
蒋军Reference: 2014 Beverage Brand Terminal Distribution Report
No matter how good the product or how much advertising, if the terminal channels are not stocked or are poorly stocked, all marketing efforts will be in vain. This statement may seem traditional and conservative in today's Internet-thinking era, but it still applies to FMCG companies and will continue to apply for a long time, especially for 'super' FMCG products like beverages. In August-September 2014, Digital 100 conducted a terminal outlet sample survey in 10 cities across China, checking over 800 outlets for categories such as drinking water, juice, carbonated drinks, tea drinks, herbal tea, milk tea/coffee, and plant protein drinks.
New DistributionTactical Proficiency: A Special Marketing Skill
Strategic thinking has levels: winning without fighting is superior, while forceful attacks reflect a different mindset. However, success in war requires not just strategy but matching tactical means; strategy without tactical support is wishful thinking. The alignment of strategy and tactics is crucial, but the key link is tactical proficiency—a specialized skill developed and trained to achieve strategic goals, distinct from generic execution.
史贤龙Decomposing the Standard Actions of Grassroots Business Vehicle Operations
Riding along with delivery vehicles is a fundamental task for frontline sales staff, serving as an excellent channel for customer service and relationship building. It not only helps better understand the market and find solutions but also strengthens the bond between salespeople and customers, greatly enhancing customer enthusiasm and cooperation. This article breaks down eight key actions for effective vehicle operations, from communication and inspection to product placement and order closing, aiming to coach both salespeople and customers in improving market performance.
姚占伟“Tricked” Without Negotiation: An Overview of Manufacturers' “Trickery”
In casual chats with distributors, one often hears that business is getting tougher. The days when distributors could act like “bosses” in front of manufacturers are long gone. When selecting brands and products, they must keep their eyes wide open, or they may end up wasting time and money, losing both the bait and the fish. Nevertheless, many distributors, who became wealthy in the 1980s and 1990s through courage and opportunity, still cling to past glories in the 21st century. When dealing with manufacturers armed with new ideas, they often react passively, and some even fall into traps set by unscrupulous manufacturers (especially in the liquor industry, where new brands and tricksters abound each year), ending up like ST stocks with little hope of recovery. To help more distributors avoid these pitfalls, the author analyzes various manufacturers' tricks for reference.
唐江华The Story of a Marketing Executive's Failed Entrepreneurship
Lin Feng, born in 1967, left a government job in 1994 to enter the food machinery industry, rising to vice president of a group company. In 2003, he resigned to start his own barbecue grill manufacturing business with friends, but faced numerous challenges including product design issues, cash flow problems, and management difficulties, ultimately leading to bankruptcy in 2005. He then returned to a sales director position, reflecting on the 12 key reasons why professional managers often fail in entrepreneurship.
景素奇Creativity Not Aimed at Sales Is Nothing But Hooliganism
An advertising marketer shares 10 years of insights: brand names are crucial as consumers perceive brands primarily by name; positioning is the first association of a brand name. Creating new categories and concepts, using distinctive symbols, and leveraging advertising creativity, hot topics, and media PR are all essential to drive sales and build brand recognition.
彭小松Reflections on Internet Transformation Cases in the FMCG Industry
As times move forward, it doesn't necessarily mean civilization progresses. We stand in the gap between past and future; creativity isn't only found by being at the forefront. If we look far enough, behind us may also lie sources of creation. Recently, many FMCG companies have started going online with million-fan plans, but many are unclear about how to convert fans into value. The key is to return to the product itself, solve user problems, and integrate design philosophy into every aspect.
赵波Problems Masked by Channel Push
The FMCG industry often attributes declining sales to changes in mainstream consumer groups, claiming that post-80s and post-90s have strong purchasing power and that failing to tap into their needs has led to the decline. As a post-70s, I want to complain: don't post-70s need water or cola? Can a 1-3 yuan bottle of water really distinguish consumers' purchasing power? Taking Wahaha as an example, let me talk about some real issues. Wahaha's core problem is that its products lack value, and the root cause is that its brand lacks value.
卢斌峰Marketing Reflections on the New Normal in China's Beer Industry
From January to December 2014, China's beer industry produced a cumulative 4,921.85 tons, a year-on-year decrease of 0.96%. This marks the first negative growth in over two decades. The new normal for the beer industry includes slowing growth, structural adjustment, and the failure of traditional marketing tactics.
方刚The Weaknesses of Strong Brand Distributors
Strong brand distributors are often the most glamorous group in the distribution sector, dealing primarily with powerful brands, achieving large sales volumes, and possessing strong company capabilities. However, beneath their impressive exterior lie hidden weaknesses, such as imbalanced terminal networks, neglect of small and medium brands, and over-extended product lines, which can lead to significant risks and even failure.
刘雷Choosing a Brand Is Choosing a Strategy
At the annual Sugar and Wine Fair, distributors face the challenge of selecting products. Many are swayed by promising prospects but later find the products unsuitable. Product selection is not just a technical task but a strategic decision. This article outlines four channel power models and advises distributors to choose brands that match their resources and risk preferences.
刘卫华10 "Don'ts" in the Era of Big Brands
Five years ago, the author proposed the arrival of a new era in China, the "perceptual consumption era," and urged enterprises to reform their marketing strategies. Now, with the rise of the middle class and the dominance of international brands, the author names this period the "Big Brand Era" and offers ten practical "don'ts" to help Chinese companies survive and thrive.
包·恩和巴图Promotions: 15 Categories and 61 Common Consumer Promotion Tactics
This article outlines 15 categories and 61 common consumer promotion tactics, including value-added promotions, reward promotions, designated promotions, product feature promotions, combination promotions, critical point promotions, leveraging promotions, limited promotions, reward promotions, nominal theme promotions, gift promotions, alternative promotions, seasonal promotions, commemorative promotions, and pricing promotions. It also provides a keyword index for accessing related professional articles.
New DistributionA Collection of Persuasive Scripts for New Product Distribution at Retail Outlets
This article provides a comprehensive set of persuasive dialogues for sales representatives to use when convincing retailers to stock new products. It addresses common objections such as product quality, shelf space, and profit concerns, offering practical responses to facilitate successful product distribution.
周广军Marketing Supervisor: How to Communicate with Key Distributors
Marketing supervisors often need to establish contact and communicate with key distributors at appropriate times. However, since distributors are normally visited by sales representatives, supervisors must pay attention to specific matters when interacting with them. How can supervisors control most of the market by managing the 20% key distributors? Key distributors have a different mindset compared to regular ones, and supervisors may feel cautious when dealing with them.
谭长春Marketing Supervisor: How to Manage Sales Staff?
A marketing supervisor managing sales staff effectively has no fixed rules, but there are basic principles to follow. Based on group discussions among experienced sales managers, this article summarizes key principles and measures for managing salespeople, emphasizing fairness, motivation, training, and supervision.
谭长春What Factors Hinder Marketers' Progress
As we age, we realize that our own shortcomings are the fundamental cause of hindering progress. In our twenties, typical mistakes include crafting beautiful justifications for self-interest, winning arguments at the cost of others' silence, and overexerting ourselves to prove superiority, which ultimately leads to resistance and worse outcomes.
宇见Marketing Executives: How to Excel at Product Merchandising Display?
A regional sales manager requested expert training for field staff serving distributors, prioritizing product display and merchandising. Effective merchandising can boost sales by over 30% and is crucial for influencing consumer choice at the point of sale.
谭长春4 Steps and 3 Directions to Double Marketing Performance
Most Chinese companies' marketing management is not yet mature. By applying PDCA to marketing management and continuously optimizing each point of the management process, companies can achieve qualitative and quantitative improvements, leading to a competitive advantage. Success is the result of a model, and a model is the result of thought.
陈小龙9 Must-Read Books Recommended for Marketers in 2015
As the year ends, several friends asked me for book recommendations, so I'm sharing a serious list of books I truly endorse. From Richard Branson's 'Screw It, Let's Do It' to David Ogilvy's 'Confessions of an Advertising Man,' these books offer insights into branding, marketing, and the human spirit.
宇见Marketing Executives: What to Do When Employees Say New Product Prices Are Too High?
Companies want to launch new products, but salespeople fear them. Why? Although new products can increase sales, companies also raise sales targets, and salespeople must do pre-launch market research and follow the instructions of marketing staff who never visit the market. This article discusses strategies for salespeople to handle high-priced new products, such as broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value.
谭长春Marketing Executives: What Market Research Should Be Done Before a Product Launch?
Product launches are a key way for companies to generate profit, adjust product structure, and respond to competition. However, many companies rush launches without proper planning or research, setting the stage for failure. Besides hiring market research firms, sales departments should also conduct extensive field research to ensure a successful launch.
谭长春POP: Tempting You at the Point of Sale
POP (Point of Purchase) advertising captures customers' psychological weaknesses and uses compelling copy to highlight product features and benefits, acting as a 'second salesperson' to stimulate impulse buying. Effective POP can increase attention, guide consumers through the purchasing process, and boost terminal sales.
赵传平