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Are You Still Using Price Cuts for Promotions?
A reminder: click the up arrow above to follow "FMCG Distributor Professional Consulting" for more marketing and distributor internal management insights. I recall a case where a chili sauce company secured a prime outdoor billboard at a low price, first ran a rental ad for it at a million yuan per month, then replaced it with their own ad, achieving instant fame. Is it illegal to rob and deceive? You don't understand promotions: robbing means making customers pay immediately; deceiving means making them fall in love exclusively. Every shot hits, one strike one kill...
New DistributionWei Qing: 14 Models for Increasing Sales through Product and Channel Management!
This article presents 14 models for increasing sales through product line management and channel profit management, including methods such as reflecting on your own products, comparing with competitors, identifying gaps, managing channel profits, and adjusting product structures.
魏庆Three Masterstrokes for In-Store Promotions
In today's highly prosperous commodity market, product operations rely heavily on promotional activities. As a key component of integrated marketing communications, promotions are a powerful tool for rapidly boosting sales, expanding market share, and effectively suppressing competitors. In the short term, promotions aim to drive sales; in the long term, their significance goes beyond the literal meaning, ultimately helping to enhance brand awareness and attention, build a positive corporate image, establish good public relations, and promote long-term development.
刘杰克Mid-Level Marketing Supervisors: Professional Dwarfs Who Never Grow Up?
Mid-level marketing supervisors in small and medium-sized enterprises (SMEs) are a large group that directly influences the future of these companies. They are typically experienced, sales-oriented, and strong in execution but weak in strategic planning, facing narrow career paths and the risk of obsolescence. To secure their future, they must cultivate management, planning, business, and mindset skills.
金焕民Want Profit? Start with Product Management!
Many distributors face common product management issues. A distributor may achieve annual sales of tens of millions with one brand, but as the bestseller declines, revenue drops sharply. The key bottleneck is not the product's decline but whether the company has other products to take over its price, channels, consumer base, and revenue. This 'takeover' is a critical product management issue.
New DistributionExamples of Supermarket Fees and Negotiation Techniques
This article lists various fees charged by supermarkets such as entry fees, end-cap fees, pallet display fees, DM fees, festival fees, anniversary fees, year-end rebates, payment terms, gross margin compensation, and spoilage compensation for fresh products. It provides specific fee examples from major retailers like Trust-Mart, Metro, Walmart, and Ito-Yokado, and offers negotiation tips for suppliers.
New DistributionMarketers Must Read: Lin Biao: How to Be a Good Division Commander?
This article presents Lin Biao's 1936 speech on how to be a good division commander, emphasizing diligence, understanding superiors' intentions, investigation, map familiarity, thorough planning, decisive action, team unity, combat style, and political work. It offers timeless leadership lessons for marketers and managers.
林彪Regional Manager Market Practical Operation Guide
This article provides a practical guide for regional market managers in the FMCG industry, framing marketing as warfare and emphasizing the importance of both offensive and defensive strategies. It outlines the responsibilities of a regional manager, strategies for market development and defense, and the qualities of an invincible team.
方刚Eight Awkward Patterns That Trouble the Growth of Small Trading Companies?
This article outlines eight common challenges faced by small FMCG trading companies, including passive marketing models, arbitrary management, unstable compensation, inefficient hiring, habitual operations, fixed mindsets, difficult capital turnover, and inadequate incentive mechanisms. It illustrates each issue with examples and suggests that successful companies share similar traits while failures have unique causes.
New DistributionCommunity Commerce (Part 2)
The internet provides the shortest and most convenient path for individuals and brands to connect with consumers. By cultivating communities, new brands can find opportunities in a competitive market. This article explores the power of community commerce, its role in the future of business, and how to leverage it.
New DistributionPractical Tips for Terminal Promotions in Foodservice
This article provides practical tips for terminal promotions in the foodservice channel, covering various promotion methods such as dedicated promoters, undercover promotions, opinion leader engagement, and joint promotions, along with guidance on arranging promoters based on their strengths.
New DistributionFor Distributors, Marketing Yourself Matters More Than Marketing Your Products!
Some distributors in Northeast China refuse interviews and fear others learning from their success, which reflects a narrow-minded attitude and a closed mindset. In reality, marketing yourself is more important than marketing your products. The bigger your heart, the bigger your stage.
崔自三Community Commerce in the Internet Era (Part 1)
The industrial logic behind manufacturing history is standardization, scale, and assembly lines. But with the rise of social networks, the traditional industrial era is fading. Future economic and social organizations will no longer be rigid matrix structures but networked, individualistic forms supported by internet communities. This shift is revolutionary. In the era of scale economy, bigger is more economical and fewer varieties are better; but in the future, the opposite may hold: those who can satisfy the long tail of demand will be more profitable. Internet economy is a long-tail and scope economy, so communities and fans self-limit their scale, which is the future of business consciousness.
刘海政Internet Thinking: Traditional Companies May Never Understand It
Internet thinking is influencing every industry, with media unanimously discussing cases like Xiaomi, Diaoye Niurou, and Jiangxiaobai, analyzing what internet thinking is and how traditional enterprises can go digital. The question is, how can traditional companies connect with the internet?
方雨30 Micro-Marketing Tips -- Unexpected! I Was Stunned by Tip #6!
This article presents 30 practical micro-marketing tips for WeChat, covering both official accounts and personal accounts. Some tips may challenge your values, but they are proven effective. If you don't understand a tip, try it yourself.
鬼脚七Product Pricing: The Profit Chain Determines Life or Death!
Price is the most sensitive and troublesome topic for companies, and it is also the most confidential. In marketing, price is like the last face-down card in a game of SHOW HAND. Through years of sales practice, the author has discovered an intrinsic connection and pattern among price, pricing methods, channel models, product distribution breadth, and brand. This article focuses on the relationship between channels and retail terminals, summarizing three common pricing methods: retail price deduction, wholesale price deduction, and factory price markup.
New DistributionA Refresher Course in FMCG Marketing Basics for Distributors (Part 5)
This article discusses how to be an excellent salesperson and frontline supervisor in the FMCG industry, emphasizing the importance of understanding customer needs, possessing product knowledge and sales skills, seeking guidance, and managing time effectively. It also provides strategic recommendations for Huiyuan, a major juice company, including setting realistic goals, separating production from sales, streamlining product lines, and building a national logistics platform.
New DistributionP&G Renames Marketing Department to 'Brand Management': What Does It Signal for Digital Marketing Trends?
On July 1, 2014, P&G announced in Cincinnati that it would rename the Marketing Director to Brand Director and the Marketing department to Brand Management. This move signals a new era in digital marketing, emphasizing a shift from communication to experience design across all touchpoints.
马耀5 Mistakes and 5 Failures of Salespeople
This article outlines five common mistakes salespeople make unknowingly, which can cost them sales, and five counterproductive sales practices that can drive customers away. It emphasizes the importance of differentiation, setting commitment goals, asking proper questions, effective presentations, and closing techniques, as well as avoiding behaviors like being unprepared, overpromising, going around decision-makers, unannounced visits, and talking too much.
New DistributionA Basic Marketing Course for the FMCG Industry, Part 4
This article continues a series on FMCG marketing principles, focusing on product strategy mistakes at Huiyuan Juice. It criticizes the company's excessive SKU count, inconsistent packaging, and lack of product planning, offering ten recommendations for improvement, and concludes with a reprinted article by Mengniu's founder on the importance of terminal execution.
New DistributionThe Matter of Retail Terminals: Visual Merchandising to Boost Single-Store Sales
Visual merchandising, or visual impact, stimulates shoppers' desire to buy and increases sales. It involves making consumers see, repeatedly see, remember, be influenced, and spread the word, ultimately driving product sales through strong visual appeal and aesthetics. This approach reflects a meticulous and responsible market attitude and a grand market vision, and it is a strategic move in the face of intense competition and increased sales pressure.
刘雷A Refresher Course in FMCG Marketing Basics, Part 2
This article analyzes the marketing and sales issues of Huiyuan Juice, comparing it with Wahaha to highlight the importance of market focus and professional management. It discusses sales models, channel strategies, and organizational structures, emphasizing the need for rational distribution and cost-effective operations.
New DistributionA Basic Marketing Course for the FMCG Industry (Part 1)
This article provides a foundational marketing course for the FMCG industry, explaining the difference between customers and consumers, the classification of channels, and the evolution of sales systems from traditional wholesale to direct delivery. It uses the example of a hypothetical company's growth to illustrate how sales models adapt to market development, and concludes with case studies of major beverage companies like Coca-Cola, Pepsi, and Master Kong.
New DistributionMarket Competition: It Doesn't Believe in 'If', Only Results; Without Results, Everything Equals Zero!
A reminder: Click the blue text above to follow 'Professional Consulting for FMCG Distributors' for more marketing and distributor internal management insights. Years ago, I read a marketing summary by a regional manager of a Shenzhen beer brand, which struck a chord: 'If we had a bigger market investment, if we had more promotional staff, if the weather were hotter, if the organization were better arranged, we could have...' Indeed, marketing always encounters difficulties. Unfortunately, the market doesn't believe in 'if'; it only cares about results. In fierce market competition, the sole criterion for measuring results is whether targets are met, promotional costs are lower, product mix is better, and market share is higher. 'Only subjective reasons, no objective excuses' is a familiar phrase to every marketer. But how to implement this concept in all aspects of marketing, turn it into actual execution, and integrate it into every detail is a question every marketer should ponder.
丁永征