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Strong, Fast, Strict: The Deep Distribution Management Attitude That Really Moves New Products!
Deep distribution is a regional rolling sales strategy that requires full team effort and strong execution to control terminals and build market advantage. This article emphasizes that distribution is only the first step; continuous follow-up, terminal maintenance, and customer relations are crucial for product sell-through.
刘雷8 Tips to Boost Output from End-Cap Displays
This article introduces eight methods to improve the return on investment for special displays in FMCG retail, such as removing underperforming displays, switching products, adding items, adjusting placement, increasing promotions, changing display formats, enhancing visual appeal, and using purchase incentives. Before implementing these methods, it is crucial to establish a baseline cost ratio, for example, 10%, to identify problematic displays.
New DistributionUni-President's 'Gemian': Can It Succeed in Revolutionizing the Instant Noodle Industry?
In 2014, the instant noodle industry faced severe challenges, with both Uni-President and Master Kong reporting losses. Against this backdrop, Uni-President launched its innovative new product 'Gemian' in August, aiming to revolutionize the industry. Marketing expert Liu Jie analyzes its prospects from product, channel, promotion, and pricing perspectives, concluding that success is likely but not guaranteed.
刘杰Applying Mao Zedong's Military Strategy and Tactics to Marketing Competition
This article applies Mao Zedong's military strategies—positional warfare, assault warfare, and protracted warfare—to marketing competition. It provides practical tactics for FMCG distributors and dealers, such as consolidating distribution rates, launching new products, entering new markets, and building rural networks, to achieve market success.
刘雷Six Objectives of Trade Promotion and How to Approach Them
Promotion is a key competitive tool, so it must be planned strategically, starting with clear objectives. This article discusses six common objectives for trade promotions—achieving distribution targets, increasing sales, launching new products, clearing inventory, managing seasonality, and responding to competition—and outlines corresponding channel policies and approaches.
芮新国Unpacking the 'Extraordinary' Aspects of Wahaha's Marketing Channels
Wahaha's channel management and innovation capabilities have long been admired in the industry. This article explores the structure of Wahaha's marketing channels and the key innovations in its channel management, including its credit management system and the 'joint sales body' model.
New DistributionBreaking Through the Last Line of Defense in Sales: Closing the Deal
Sales personnel typically design sales scripts with two requirements: effectiveness and conciseness. Based on years of experience, addressing the seven most critical questions customers have can accelerate the closing process. These seven questions are: Why should I listen to you? What is this? What's in it for me? Why should I trust you? Is it worth it? Why should I buy from you? Why should I buy now?
New Distribution6 Key Points for Distributing Agency Products
This article discusses how distributors can find and successfully manage product agency opportunities. It outlines six key principles: choosing products that match your capabilities, having a long-term vision, committing to consistent effort, specializing in your channel network, focusing on product categories, and carefully assessing risks.
唐江华How Can Trading Companies Drive Brand Building?
If in the first half of the year or last year, discussing wine distributors, especially those operating as trading companies, advancing brand building was seen as a bonus, then in the current environment, distributors are facing a life-or-death test brought by industry changes. Exploring and attempting trading brand building has become a necessary measure worthy of attention from all distributors. For most distributors, building a trading brand is a risky long-term project. In the past, distributors often only valued product brands and neglected their own trading brand. The author believes that only by branding the trading company can distributors build core competitiveness and avoid being eliminated in the fierce market changes.
张健Six Weapons for FMCG Sell-Through
Many companies face the puzzle of a new product that successfully recruits distributors and gets stocked, but then stalls at the terminal. This article presents six terminal promotion tactics—free samples, market activation, personnel promotion, sweepstakes, price discounts, and premiums—as effective weapons to drive sell-through and secure market share.
张文雄The Crazy Genes Behind Evergrande Grain and Oil's Success!
Last year, Evergrande Spring Water made a grand debut at the AFC Champions League and achieved a miracle of 5.7 billion yuan in sales within 30 days. Despite industry experts' skepticism, it has now established a foothold in the market. This year, Evergrande entered the grain and oil industry with a similar aggressive strategy, achieving a staggering 11.9 billion yuan in distributor recruitment. The author argues that Evergrande Grain and Oil is bound to succeed due to its strong capital, platforms, model, and endorsements.
邹凌远The Four Core Tactics of Terminal Interception Marketing
This article discusses the four core tactics of terminal interception marketing in the FMCG industry, using the classic case of Rejoice and Slek shampoo to illustrate the concept. It emphasizes the importance of word-of-mouth, image, benefits, and impulse stimulation in intercepting consumers at the point of sale, particularly for white liquor brands.
宋玉锋Methods for Learning Marketing
Marketing is too important to be left only to the marketing department, as David Packard, the late CEO of Hewlett-Packard, said. To learn and practice marketing, it is essential to understand its concepts and development stages, from the production concept to the societal marketing concept, and to adopt practical learning methods such as case studies, learning from other industries, and teaching others.
赵志刚The Six-Character Formula for Marketing Management
The six characters—people, finance, resources, responsibility, authority, and interests—encapsulate the essence of business management. This article elaborates on each, offering practical guidance for FMCG distributors and dealers.
俞国庆9 Marketing Common Sense Tips to Easily Grasp the Essence of Making Money!
This article outlines nine fundamental marketing principles that help businesses understand the core of commerce, capture key insights, and break through business dilemmas. It emphasizes that frequent promotions reduce brand value, marketing is about winning consumers rather than beating competitors, and the core of marketing is STP (segmentation, targeting, positioning).
New DistributionThe Uncopyable Six Walnuts: A Complete Marketing Analysis
Hebei Yangyuan Zhihui, a beverage company on the brink of bankruptcy in the 1990s, turned its fortunes around after 2003 with a plant-based protein drink called 'Six Walnuts,' growing from 3 million yuan in sales to around 3 billion yuan in a decade—a nearly thousand-fold increase. This article dissects the marketing strategies behind this remarkable rise, exploring why the model is hard to replicate and what lessons it offers for FMCG marketers.
New DistributionMarketing: The Art of Division and Combination
A company president pours out all his marketing management problems, which are then categorized and solved using the principles of 'division' and 'combination'. The article explains how these concepts apply to market segmentation, product classification, and site selection, using KFC's location strategy as an example.
喻国庆Ten Internal Weaknesses That Doom Salespeople
With about 80 million salespeople in China, standing out requires mastering internal skills. This article outlines ten common internal weaknesses that hinder success, from evading supervisors to lacking self-reflection.
New DistributionSeven Doubts About Distributor Marketing Issues?
Distributors often view their business from a single perspective, leading to misconceptions about shrinking opportunities. However, by breaking free from fixed mindsets and observing the broader environment, distributors can find vast growth potential and overcome their concerns.
朱志明How to Drive Sell-Through at Foodservice Outlets?
Without sell-through, everything else is meaningless; distributing products to outlets merely shifts inventory. Only sustained sell-through is the right path. This article outlines the sequence of sell-through, factors affecting it, methods, and common tactics for driving sell-through at foodservice outlets.
朱志明5 Key Thinking Perspectives That Marketing Professionals Must See
Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This article outlines five essential capabilities for marketing professionals: public relations skills, information gathering and processing, innovation, adaptability, and reflection and summarization.
New DistributionDistributors Leverage Major Brands for Growth
This article discusses the strategy of small distributors partnering with major brands to accelerate their growth, using the 'leaning on a big tree' approach. It outlines the benefits, challenges, and practical steps for small distributors to attract and secure partnerships with top-tier brands, illustrated with real-world examples.
朱志明Off-Season Sales: Finding the Right Spot for a 'Marriage'
Off-season marketing is often overlooked by distributors. Strengthening manufacturer-distributor relationships and improving immunity in the off-season market has become a common concern for many companies. The key to a true partnership lies in 'profit'—helping distributors maximize long-term benefits through strategic shifts, reasonable profit systems, new channels, and training.
丁永征Festival Marketing: How to Turn It into Winning Sales?
As the Mid-Autumn Festival and National Day approach, the battle of festival marketing is about to begin. For manufacturers and distributors, festival marketing presents a huge opportunity to boost annual sales, but it also poses challenges. This article explores common pitfalls, such as over-reliance on price cuts and rigid thinking, and offers strategies to succeed, including focusing on product highlights, experiential marketing, emotional appeal, and systematic planning.
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