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E-commerce 'Death' List for the First Half of 2016
Amid the capital winter, many e-commerce startups have collapsed. This article, authorized by New Distribution, compiles a list of some e-commerce companies that failed in the first half of 2016, along with reflections on their downfalls, to serve as a reference for entrepreneurs.
New DistributionCore Steps of Performance Appraisal: "Three Determinations and Three Emphases"
The article outlines the six core steps of performance appraisal implementation, known as "Three Determinations and Three Emphases": setting goals, standards, and weights, and emphasizing coaching, evaluation, and feedback interviews. It provides practical guidance for HR managers and supervisors to effectively manage performance appraisal processes.
马同华An Excellent Marketing Team Must Have 'Prescribed Moves' That Everyone Knows
This article is based on Liu Chunxiong's sharing at the first online micro-sharing session of Fenjiu Business School. He uses three cases to illustrate that marketing knowledge comes from the frontline, needs to be refined by senior management, and then disseminated top-down to form the company's marketing knowledge system. He emphasizes the importance of 'prescribed moves' for excellent companies and discusses how to extract and spread them.
刘春雄Honestly, Earning Only a Base Salary Is a Shame for Salespeople!
Many believe that a higher base salary means earning more, but they never consider that those who truly rely on their base salary will never become wealthy. In fact, the base salary is just a simple indicator of your ability and a basic guarantee for living. Salespeople who depend on their base salary are often struggling, while those who don't care about it are the truly impressive ones. If given three choices, which would you pick: A: 2000 base salary with 4% commission, B: 3000 base salary with 2% commission, or C: no base salary with 10% commission?
醉道人Deep Distribution Has Failed—What Should We Do Next?
Deep distribution, once a powerful marketing tool for local companies in China for over a decade, has faded due to high costs and management difficulties. As it recedes, e-commerce ground promotion has risen, and new forms like visit-based selling and B-end e-commerce are emerging as internet-based alternatives to achieve the same goals.
刘春雄A Well-Known Distributor's Complete Assessment System That Doubles Sales Profits!
Distributors often complain that the larger the scale, the less profit; the stronger the brand, the less profit; the more emphasis on culture, care, and corporatization, the less profit. Under the new situation, distributors need to innovate and move forward, with the most fundamental being to improve internal management and reshape comparative competitive advantages. By motivating employees to actively expand networks, maintain core terminal displays, and promptly clear near-expiry products, they can enhance their own strength to cope with fierce competition. For distributors, reshaping comparative competitive advantages is urgent.
祝启明How Are Sales Champions Made? These Words Really Hit Home!
Always overwhelmed by sales targets, working hard every day but still failing to meet them—is closing deals really that difficult? Yet watching the experts, it doesn't seem hard at all. What exactly should you do to close deals? What are the tricks? Honestly, when I first started my career, I didn't know these things either. I was busy visiting clients every day, but my closing rate was extremely low. By chance, I met a sales expert, and we hit it off. He shared some closing techniques with me, and from then on, I never looked back, consistently becoming the company's top salesperson. Today, I'm sharing these techniques with you so everyone can become a sales champion!
New DistributionA Look at Those Mismatched Beverage Brands
Normally, a product's packaging design, theme slogan, and endorser should be consistent and mutually reinforcing, but some domestic brands or products are completely disjointed, especially in common beverages. Over time, this will cause great harm to the product, the company, and the brand they intend to build, having only negative effects and making it difficult for the enterprise to sustain itself. The reasons for this phenomenon, in the author's view, include: 1. Long-standing manufacturer mindset; 2. Company owners' personal preferences; 3. Neglect of brand marketing planning.
陈行军Transformation Is Also a Technical Job
Some say that while China's history has seen many successful dynastic changes, very few reforms have succeeded, with Deng Xiaoping's being an exception. This shows that reform is harder than revolution. Chinese enterprises are now entering a new round of transformation, from traditional to internet-based, from industrial restructuring, and from corporatization to platformization. The difficulty of this transformation is akin to the transition from agricultural civilization to industrial civilization, and now from industrial to information civilization. Transformation is never just a matter of viewpoint or attitude; it is also a technical job requiring strategy, tactics, and a deep understanding of human nature.
刘春雄Methods to Boost Beverage Sales in County-Level Markets
Many peers have asked how to increase beverage sales in local county-level markets. This article analyzes the issue from the perspective of marketing push and pull, addressing five key links: enthusiasm, coverage, display, willingness to buy, and buying more. It emphasizes the importance of team motivation, effective channel coverage, creative displays, promotional activities, and bulk purchasing strategies.
胡伟There's a Kind of Cross-Regional Selling That's a "Gnashing Teeth Pain"
Any company with a bit of foresight knows that cross-regional selling is more ferocious than a tiger. After all the hard work conquering markets and finally launching a brand, just as you're feeling proud and ready to celebrate, a pile of goods falls from the sky, startling you and making you furious. You check—it's your product, and the production date still smells of fresh ink. What do you do? Your customer roars behind you: "We haven't even made a name yet, and you're already placing distributors so densely? You haven't even grown much, and you're already kicking us to the curb? I just wired you 300,000, and this large batch of goods has barely arrived..."
刀客00880% of New Product Launches Fail! Here's How to Break Through
Every year, over 80% of new product launches fail. In fact, launching a new product is like directing a show: with thorough preparation and the right leverage point, breaking into the market is not that difficult. Only through scientific market research and analysis, finding the right entry point and positioning, can a new product quickly capture market share and survive. In other words, only with scientific market, consumer, and competitor analysis can a new product stand undefeated.
朱志明Online Marketing Paths and Methods for FMCG
Traditional offline marketing models are divided into four types: direct sales, wholesale distribution, deep distribution, and deep co-marketing. This orientation made ubiquitous distribution a key marketing capability, with the 4P framework and terminal-oriented theory maturing. However, with demand saturation, traditional models face challenges, and online marketing logic shifts to: sales = fans (KOL) × activity × product variety.
方刚Good Products Sell Scarcity, Not Satisfaction!
This article is a discussion between Mr. Fang Gang and Mr. Liu Chunxiong in a Chinese beer marketing management group about how to create products in the internet era. The views are very inspiring, and the editor has specially organized them for readers. The discussion revolves around the keyword "scarcity" and explores how to manufacture and utilize scarcity in today's world of material abundance.
方刚、刘春雄New Product Launch - Refined Terminal Management
The development and design of new products carry a significant corporate mission. Firstly, innovation is the soul of enterprise progress and an inexhaustible driving force for development. To achieve long-term growth, companies must ensure product updates to meet consumer demands. Through product line sorting and development, companies continuously eliminate lower-margin products and improve profitability. Secondly, by understanding and forecasting market demand, they develop innovative, market-aware products to maintain competitiveness. Thirdly, new product launches are both a refinement of existing channels and an opportunity to develop new markets. Finally, new product development also serves to optimize and upgrade consumption structures. The market characteristics of dairy products indicate that traditional extensive models are no longer applicable, and precise launch processes can achieve high efficiency. The three basic terminal actions include standard display, free tasting, and terminal shouting. Refined channel management in display, promotion, tasting, inventory, sales, personnel, costs, and channels is essential for product sell-through.
吕驰He Criticized His Subordinates Like This, Yet They Were Grateful?
As the saying goes, 'Jade requires carving to become a vessel.' Therefore, as a manager, if you want to build a well-trained, united, and effective team, and if you want your subordinates to complete tasks in the way you expect and achieve desired results, you must effectively master the weapon of 'criticism' to correct, regulate, and shape employee behavior and team culture. However, upon reflection, do managers with titles like 'General Manager,' 'Director,' 'Manager,' or 'Supervisor' truly understand how to criticize employees effectively? Do they really grasp the 'small tricks' and 'big principles' of criticizing employees? Let's look at a real case below—a 'help-seeking letter' from a general manager about employee criticism.
New DistributionHou Xiaohai of China Resources Snow: The Unknown Distance Ahead Is a Horizon Worth Braving
Hou Xiaohai, General Manager of China Resources Snow Breweries (China) Co., Ltd., believes that in front of shrewd and pragmatic leaders, all rhetoric is hollow without performance; and in front of honest and hardworking subordinates, instructions without management tools are meaningless. As the largest consolidator in China's beer industry, China Resources Snow's sales volume ranked first globally with a 5.4% share, and its 2015 sales volume grew 573% compared to 2005.
小镇青年朱迪Do You Also Think: Reducing Intermediate Links Reduces Costs?
In recent years, some business models in the baijiu industry have been based on the idea of reducing intermediate links to cut costs. However, Mr. Zeng Xiangwen argues that this notion is flawed, and that in a competitive market, no existing channel link is redundant. Removing intermediaries often raises, not lowers, channel costs due to loss of specialization and scale.
曾祥文How Should the Beverage Industry Be Played?
Alcoholic and non-alcoholic beverages are collectively referred to as drinks. Plant-based protein beverages have a market structure of one dominant player and two strong contenders, but many跨界 companies face difficulties. Consumers buy beverages for four main reasons: quenching thirst, replenishing nutrients, removing discomfort, and leisure. Understanding consumption scenarios and following 15 rules are crucial for success in the beverage market.
陈海超The 'Apple' of Infant Formula Expands to 1,000 Counties, Sparking a Battle—How Will You Respond?
When it comes to the best smartphones, Apple comes to mind; who is the 'Apple' in infant formula? Most would think of Wyeth. Like Apple's stellar performance in China's smartphone market, Wyeth plays a leading role in the formula market. In 2015, Wyeth became the top-selling infant formula brand in China, with annual sales exceeding 11 billion RMB, surpassing all domestic and foreign brands. Apple phones are beautiful and user-friendly, typically sold through official websites, flagship stores, and authorized resellers, following a high-end strategy...
消费日曝Change Your Mindset in Sales, and You'll Get Smoother!
Sales is a high-pressure, demanding profession. To achieve good sales performance, salespeople must withstand setbacks and continuously adjust their work mindset, facing work and life with a positive and grateful attitude. Here are five methods for salespeople to adjust their mindset.
陈明桥In the Fresh Era, How Does Huishan Leverage Its Full Industry Chain Advantage Amid Dairy Consumption Upgrades?
Over the past 30 years, China's dairy industry has achieved remarkable success in solving the problem of 'difficulty in drinking milk.' Now, with economic development and rising living standards, the industry faces transformation and upgrading, shifting from 'difficulty in drinking milk' to 'drinking good milk.' Amid increasingly refined and personalized consumer demands, competition among dairy companies has evolved into a contest of comprehensive strength based on source construction and product innovation. In this market environment, Huishan Dairy adheres to its corporate philosophy of 'building China's most trusted dairy brand,' dedicating itself to exploring a full industry chain development model to address core food safety issues at the source. After years of strategic layout, Huishan has established one of the most complete full industry chains in China's dairy industry.
New DistributionEvergrande Spring Water Dilemma: "Good Product" + Big Investment = ?
After completing diversification into football, agriculture, health, culture, and finance, Evergrande Group Chairman Xu Jiayin announced at the 20th anniversary celebration on June 26, 2016, that the company would enter its seventh "three-year plan" phase, shifting from "scale + brand" to "diversification + scale + brand." This article examines the rise and fall of Evergrande Spring Water, questioning whether the company's real estate mindset and heavy investment could succeed in the FMCG market.
New DistributionProfit Pursuit: From External to Internal, Cutting Costs Means Increasing Net Profit!
In a tough market with stagnant sales, rising costs, and squeezed profits, distributors face a bleak future due to manufacturers' channel flattening and e-commerce impact. Since 2015, many have switched careers or retired early, but in the internet era, there are no big cakes left; switching is risky, so transformation within the industry is better. The key is to control warehouse, logistics, and personnel costs through new awareness and tools.
张文学