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Browse 3215 New Distribution articles about Brand Marketing.
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Wang Laoji Secures Prime CCTV Advertising Slot for 81 Million Yuan
At the 2015 CCTV prime-time advertising auction, Wang Laoji won the first choice of the first time slot for the 'News Simulcast' premium package with a bid of 81 million yuan, while Ningxia Yifeng secured exclusive naming rights for the third season of 'A Bite of China' for 118 million yuan. The auction saw a shorter duration and the inclusion of new media projects for the first time.
吴琳琳How Distributors Can Support New Products
When companies launch new products, 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 and incentive plans.
毛小民Not Teaching You to Be Bad – Unconventional Principles for Sales Managers
In the sales industry, some important principles are not found in books or training but are widely circulated. How to become a top-performing sales manager isn't just about the rules taught in books or by teachers—and are those rules really useful? I want to share some unconventional principles that, though not written in books, might still help you.
俞雷What Makes Laoganma So Successful?
Despite shunning advertising, promotions, loans, and listings, and insisting on cash-on-delivery, Laoganma has created a business legend. This article by brand agriculture expert Hao Beihai from Shennong Island decodes the marketing principles behind Laoganma's 'reverse marketing' approach, revealing the hidden rules that other companies can learn from.
New DistributionFind the Three Key Points, and New Product Launch Will No Longer Be Difficult!
This article discusses the key points for successfully launching new products in the FMCG distribution channel. It emphasizes the importance of three critical links: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy, providing strategies to effectively connect the distribution chain.
孟令宇Micro-Channels: The Marketing Dividend in the 2014 Diaosi Baijiu Market
This article discusses the rise of micro-channels (WeChat, Weibo) as a new marketing opportunity for budget baijiu brands in China, highlighting their potential to overcome traditional channel challenges and capture the growing diaosi baijiu market.
吕谏After Reading This, Do You Still Dare to Call Yourself a Digital Marketer?
The article argues that traditional digital marketing, which focuses on execution and follows the old advertising model, fails to deliver real results. True digital marketing should be user-centric, involving product development, building fan communities, creating viral content, and taking responsibility for sales.
New DistributionThe Greatest Pain for Marketers: Having Ideals but No Means
The greatest pain for marketers is having ideals but no way to realize them. This article explores the importance of setting clear goals, recognizing one's strengths, and finding practical methods to achieve success.
蒋军Channel Dominance: From Mixed Sales to Exclusive Distribution.
This article discusses the transformation of distributors from mixed to exclusive sales, outlining four types of distributors and eight steps of channel evolution, along with channel policy considerations for different market types.
New DistributionBrand Weak? Then Compensate with Execution!
For FMCG companies, after overcoming initial product challenges, they often face brand-related issues such as weak consumer recognition and insufficient market pull. As a weak brand, instead of relying on advertising, promotions, or price cuts, the key is to build strong execution capabilities, avoid shortcuts, and not depend solely on distributors, but rather take control of the market yourself.
方刚Marketing Transformation under the Trend of Balanced Integration of Consumer Behavior
Li Zhengquan once wrote on his Weibo that 'migrant workers are ambassadors of brands,' meaning that the large migrant worker population brings back not only money but also brand awareness and lifestyle insights from big cities to rural markets, effectively bridging the urban-rural brand gap. Looking back, he admits he was still conservative, as the mobile internet era has accelerated changes in consumer behavior and marketing trends.
李政权52 Sales Insights from a Marketing Veteran: A Must-Read Classic
This article shares 52 practical sales insights from a marketing veteran, covering mindset, management, sales, and communication with distributors. It emphasizes the importance of a positive attitude, effective management, and understanding the dynamics of sales and distribution.
崔迎Marketing or Sales? Strategic Choices in Manufacturer-Dealer Relations in the Internet Era
At the start of the year, Moutai and Langjiu clashed with several well-known vertical liquor e-commerce platforms over online sales authorization; shortly after, a major e-commerce platform approached Wuliangye about a 'Xiaomi model,' but Wuliangye received them warmly without substantive engagement. Recently, Moutai publicly distanced itself from nearly all vertical liquor e-commerce platforms. In contrast, liquor companies like Fenjiu, Dukang, and Songhe are flocking to e-commerce, spending millions in service fees to gain attention on these platforms. This article explores the reasons behind these differing attitudes and discusses strategic choices for manufacturer-dealer relations in the internet era.
曾祥文The Wei Brothers Behind Master Kong: An In-depth Look
Although Master Kong is a household name, few know about its owners, the Wei brothers from Taiwan. This article details their journey from a small oil mill to building the Master Kong food empire, including their market entry into mainland China, the success of instant noodles, financial crises, and their business strategies.
李春晖Winning Terminal Marketing: 22 Key Concepts You Must Know
This article outlines 22 essential concepts for terminal marketing, emphasizing that without a clear terminal strategy, evidence, and support, attracting distributors is difficult. It covers topics from defining terminals and strategic planning to core terminals, promotional terminals, and management tools, providing a comprehensive framework for effective terminal operations.
曾祥文Starting from Scratch: The First Lesson for Sales Representatives
This article explains the crucial roles of sales representatives in a company—matchmaker, soldier, and diplomat—and outlines their responsibilities towards consumers, channel partners, the company, and themselves, emphasizing their importance in driving sales and market success.
郭旭The Market Never Lacks Products; What It Lacks Is a Targeted Solution
The market environment has changed, and companies need to return to the essence of marketing—providing solutions to consumer problems—rather than relying on traditional tactics like price and promotion. By focusing on consumer needs and service, businesses can find new breakthroughs.
白钢The "Small" Skills and "Big" Wisdom of Criticizing Employees
As a manager, mastering the art of criticism is essential for shaping a disciplined and cohesive team. However, effective criticism requires more than just pointing out mistakes; it demands respect for the individual and a focus on correcting behavior rather than attacking the person. This article explores the underlying principles and practical techniques for delivering criticism that fosters growth and maintains morale.
New DistributionNew Product Launch: The Importance of Action Breakdown!
New product launches are complex systematic projects where mature market promotion is key to a distributor's success. Distributors must create clear, feasible launch plans, effectively break down objectives, track and adjust execution, and provide proper training and analysis to ensure success.
New DistributionEvergrande, When Will Its 'Rough' Marketing End?
When CCTV-1 repeatedly aired the ad 'Kawabear, Kawabear, I come from New Zealand,' people were surprised to find that Evergrande, after its overwhelming marketing for water and grain and oil, had begun 'rough' marketing for infant formula. From a professional marketing perspective, Evergrande has spent billions on marketing communication, yet its brand, apart from awareness, has almost zero recognition, reputation, loyalty, and brand image and association.
蒋军6 Mistakes Many Marketers Make Every Day
This article introduces six common mistakes that marketers make daily, such as lacking a content strategy, blindly providing content, slow website loading, talking too much about oneself, not understanding business data, and being constrained by word count, and offers suggestions for improvement.
New DistributionBrand and Sales: Both Are Essential
Brand and sales are like twin sisters: scale spreads costs, while brand creates profit. Enterprises need sales to survive and develop, but to sustain profitability and enhance profit levels, they must also focus on brand building. Neglecting either can lead to failure, as shown by the cases of Qinchijiu and Wugu Daochang.
崔自三A New Media Communication Practitioner's Hard-Earned Experience Sharing
This article, written by the CEO of Beijing Gushan Culture Co., Ltd., @Tongque Shushu, shares hard-earned insights into new media marketing, based on experience with hundreds of cases. It covers the essence of new media marketing, how to plan a new media campaign, why people retweet, and how to choose distribution channels.
New DistributionThree Key Points and Eight Notes for Successful Holiday Marketing
China has 117 holidays (including weekends) each year, nearly one-third of the year, making holidays crucial for FMCG sales. To succeed in holiday marketing, companies must grasp three key points: setting clear marketing goals, choosing resonant themes, and building action plans, while also paying attention to eight aspects such as creative design, product mix, and staff training.
蒋军