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The War Mindset of Regional Market Offensives: Strategy, Alliances, Force, and Siege
Why is regional marketing linked to warfare? This is determined by the current competitive environment and situation. Currently, the growth of Chinese baijiu is stock-type and squeeze-type, whereas in earlier years it was expansionary and incremental. Stock squeeze-type growth means that the consumption capacity of Chinese baijiu is not growing and may even be declining. Facing this, the only way to grow is to squeeze competitors' sales. Only by eliminating rivals or causing their sales to decline can we achieve growth.
朱志明The Internet Destroyed Big FMCG Companies: How to Sell Products and to Whom? | From Tier 1 to Tier 5 Cities, What Happened (Part 1)
Over the past two months, we interviewed 11 industry practitioners related to the FMCG sector, covering various functional roles in big FMCG companies and channel-related positions. This series of reports consists of three articles attempting to answer the question: 'Why has the traditional channel system of big FMCG companies collapsed?' Everything is out of control. Big companies have begun to compromise.
李会娜 徐婧艾Don't Just Make a One-off Deal! Master These Six Tips and Say Goodbye to Worrying About Repeat Orders!
In the off-season for the liquor market, repeat orders mean that consumers recognize the product and have initially established brand loyalty; for companies, it means that second-tier distributors and retail outlets accept the company and its products with confidence. For new markets and new products, this is not simply a matter of a second purchase, but more about brand distribution and sell-through. Therefore, achieving repeat orders requires companies and distributors to focus on these six points! Step 1: Deploy staff to stay on-site and lead by example. Case: A certain baijiu company launched a new type of baijiu, which was a strategic product for the year...
New DistributionHow Can a Company Turn Around? For Those Markets That Have Been Through the Wringer (Part 2)
This article is authorized for publication by the WeChat public account "Weizhi". The vastness of the Chinese market is irresistibly attractive to almost all consumer goods companies. Companies hope to occupy more regional markets as quickly as possible, leading to wave after wave of regional market coverage offensives. However, the complexity of regional markets often far exceeds the expectations of decision-makers. If a company is not careful, it can fall into the awkward situation of "neither scale nor profit." At this point, various problems come thick and fast: terminal products lacking "care" sell even worse; channel customers are worried and "waiting with money in hand"...
老挺Success Comes from Seizing Opportunities, Not Solving Problems
Because many enterprises are facing operational difficulties, I have been receiving more questions recently, such as what to do if the industry declines, the economy is bad, products don't sell, or managing post-90s employees is difficult. Honestly, I cannot solve these specific problems, but I find broader issues easier to address. This reminds me of a quote by the famous American futurist John Naisbitt: Success comes not from solving problems, but from seizing opportunities. Seize the opportunity and you succeed; once successful, are there still problems?
刘春雄How to Find a Good Match for Your 'Daughter'? — Dealer Selection Methods That Can Make or Break Your Market
Few companies can do without dealers, but even fewer are satisfied with the ones they have. Many markets fail because dealers are indifferent, uncooperative, or break market rules, yet the root cause often lies with the manufacturer's own poor dealer selection. This article offers a systematic approach to choosing dealers, avoiding common pitfalls, and ensuring a successful partnership.
New DistributionWhy High Salaries Can't Retain Old Sales Staff: New Challenges for Wine Merchants in Transition (Resignation Reasons Hit 98% of People)
As the wine industry faces a trend of 'strong differentiation and major restructuring,' flattening and refinement have become issues that wine sellers must confront. Just as trading companies actively transform and urgently need manpower to cope with competition, they find that the number of salespeople is decreasing. What is the reason? This issue, the reporter from New Distribution goes into the market and interviews resigned salespeople to understand their true feelings...
New DistributionBoss, Have You Been Trimming Your Product Line This Year?
Two months ago, I visited a company where the boss said they had cut 40% of their SKUs over the past few years, and three new star products now account for 60% of sales, with sales growing at over 30% annually for several consecutive years. Such healthy companies are rare nowadays. In previous years, companies rapidly increased SKUs to boost sales. Based on my grassroots research, the top 10 FMCG distributors in each county average about 200 SKUs, with some as high as a thousand. With so many SKUs, it's impossible to load them all for mobile sales, and some are simply forgotten. This confirms what I once said: some products don't sell well because employees forget them.
刘春雄Why Can the U.S. Military Cultivate First-Class Business Elites on the Battlefield?
Company management affects profit and loss, while military management affects life and death. The U.S. military is not an army that moves audiences to tears in variety shows, but one that writes itself into MBA textbooks for business elites to learn from. In May 2014, the University of Texas at Austin invited alumnus William H. McRaven, a Navy SEAL officer who helped command the operation to kill Osama bin Laden, to deliver the commencement speech.
New DistributionGeming: Whose Revolution Is It, Anyway?
At an alumni reunion, a case from a colleague's company sparked discussion. Uni-President's instant noodle division launched a new product called "Geming" in mid-to-late 2014, but it has since vanished from store shelves. Despite initial success and a design award, the product was criticized as pseudo-innovation, relying on "Internet thinking" rather than genuine product improvements.
任健How Markets Get Killed: For Those Years of Turmoil
In 2015, many FMCG companies saw poor sales performance, with some experiencing sharp declines and others barely maintaining sales but facing losses. The overall retail growth slowed, intensifying pressure on sales staff. Despite the e-commerce boom, offline channels still account for about 80% of consumer goods sales, prompting companies to seek ways to boost physical channel sales.
老挺实评12 Summer Cold Drink Promotions That Drive Sales
The market, consumers, manufacturers' marketing tactics, and clients are all changing, turning fierce cold drink sales from true promotions into mere selling. This article outlines 12 promotional strategies, including tiered rewards, exclusive distribution, and rebate systems, to help manufacturers incentivize distributors and boost sales.
New DistributionThe Essence of Employee Management: A Cup Is Useful Only When Empty
If you do nothing, your subordinates will do everything; if you say nothing, your subordinates will have much to say; if you are incompetent, your subordinates will be very capable. What you need to watch is whether they do things right, not to compete with them for work. An organization has three levels: grassroots, middle, and senior, represented by three words: have, able, and empty. The grassroots emphasize having; for them, tangible and concrete things are most important. The middle level must be capable, so they need ability. When you reach the top, you must be empty. If you always have, you make it difficult for employees to work.
New DistributionThe Most Complete Guide to Foodservice Channels: Teams, Store Entry, Exclusive Venues, Customer Relations, Promotions, Management, and More!
The foodservice channel is a window for brand display and direct consumption, and one of the main channels for baijiu brand promotion. For high-end products, it mainly serves to create brand atmosphere and introduce taste; for mid-to-low-end baijiu brands with fast circulation, it is an important sales window facing consumers directly. In detail, A and B class restaurants are the main venues for high-end baijiu consumption, where the store manager and owner are key to driving sales; strategies such as tasting events, VIP customer consumption, wedding and banquet events, manager commissions, brand advisor setups, and red tourism programs can turn the store into a group-buying partner and maintenance client.
朱志明What You Lack May Be Exactly the Abilities Beyond Your Profession
In the eyes of bosses, what kind of employees are considered 'excellent'? There may never be a standard answer, but when asked, CEOs often give surprisingly similar responses. This article lists nine key abilities that CEOs value but most people lack, including expressing ideas clearly, asking good questions, storytelling, selling, reliability, knowing when to stay silent, accepting feedback, self-management, and connecting dots.
New DistributionEight Rules for Distributor Owners' Transformation and Upgrading
This is the worst of times and the best of times! As we enter 2016, market competition has become even more brutal, with more distributors joining the red ocean of promotional wars. Frequent promotions lead to fewer customers, exhausted staff, and shrinking profits. But can promotions win future market competition? Philip Kotler's marketing theory includes four Ps; when all focus is on the promotion P, it's easy to overexert and suffer from nutritional imbalance and indigestion.
李治江How Yunbao Shangmeng Achieves the Ultimate FMCG B2B Cloud Ecosystem through 'Full-Chain Empowerment'
Five years ago, Zhuang Jianzhong, founder of Yunbao Shangmeng, pioneered the concept of 'cloud ecosystem services for the FMCG industry.' Through the interactive development of online SaaS cloud services and offline physical operations, the company efficiently connects manufacturers, distributors, retailers, and consumers across the industry value chain, empowering the entire FMCG sector and enhancing its competitiveness in the future market.
张腾Employees Join Companies but Leave Middle Managers
If your company is experiencing high employee turnover, the problem likely lies with your middle management. An experiment shows that over 80% of departed employees cite conflicts with their direct supervisors as the real reason, not the stated personal or family reasons.
New DistributionHow to Approach the Market Under New Market Conditions
Under the current market conditions, which are not optimistic for most industries, companies face challenges from the lack of demographic dividends and cost advantages, a bottleneck in infrastructure investment, and sluggish financial markets. To succeed, companies must focus on making excellent products, closely following customers, and leading the right people well.
李万利How to Build an Excellent Sales Team – The 12321 Principle for Building an Excellent Team
Whether managing a product, a region, or even a basic community work group, recruiting excellent and suitable talent is always a manager's biggest headache. The author's practice and observation in product operations reveal that, when the marketing model aligns with product characteristics, the quality of the sales team often determines the product's future. At a national marketing conference of a well-known enterprise, one of the most discussed issues among distributors and regional managers was: recruitment is difficult, and building an excellent sales team is especially difficult. The key to creating an excellent sales team is not whether there is enough talent in the market, but whether the manager has the right concept of team building. The 12321 principle, based on a basic 9-person sales team, provides a practical approach: one leader, two elites, three middle-level, two trainees, and one flexible member.
谢准备How to Break Down Large Secondary Distributors to Stabilize Channel Profits
A food brand distributor, Zhu, initially empowered a large secondary distributor, Xiao, to quickly launch three township markets, but Xiao's growing power led to price chaos and cross-region dumping. By strategically raising prices, cutting supply, and directly servicing Xiao's downstream customers, Zhu successfully dismantled Xiao's dominance, doubled sales, and stabilized channel prices.
毛小民How Smart Distributors Respond to the Retail Industry's Difficulties
The retail industry is facing severe challenges due to factors such as intensified competition, rising operating costs, increased store numbers, and the impact of e-commerce. These pressures force supermarkets to pass costs onto suppliers, who must find ways to cope with higher fees, lower per-store output, and increased service costs.
张枫Four Things Every Middle Manager Needs to Do Well
A former Alibaba entrepreneur asked what the hardest part of being a middle manager is. The answer: being caught between the boss and employees. Middle managers must translate the boss's decisions into executable strategies, lead the team to implement them, and ensure results, while also addressing employees' needs for growth and income. To succeed, they should focus on four key areas: team building, information transmission, process optimization, and problem-solving.
韩叙Solving These 8 Warehouse Management Problems Can Save a Distributor a Car in One Year!
According to statistics, a distributor with annual sales of around 30 million yuan can waste enough money in the warehouse to buy a car in just one year, highlighting the significant losses caused by poor warehouse management. After investigation, eight common warehouse management problems were identified, and this article provides practical solutions for each.
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