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How Distributors Can Innovate Their Profit Models
A hen and a pig plan to open a restaurant selling ham and eggs, with the hen providing eggs and the pig providing ham. After reflection, the pig decides to back out, feeling the profit model is unfavorable—no future, only danger. Profit model, or business model, is about 'what to do to earn whose money.' Innovation is harder to discuss, but the aim is to explore business development possibilities, as each distributor's situation differs.
王烈How Markets Get Killed: A Tribute to the Markets That Have Been Through the Wringer
In 2015, many FMCG companies saw poor sales performance, with the worst suffering significant declines and the better ones barely maintaining sales while facing losses. Amid the downturn, some excellent companies achieved growth, but at sharply reduced rates and profit margins. The media began to warn of the largest wave of layoffs in history. The growth rate of total retail sales of goods slowed dramatically in 2015, with more monks and no increase in porridge, putting even greater pressure on the surviving sales staff. Although the e-commerce wave has been strongly eroding traditional sales channels in recent years, offline channels still account for about 80% of the consumer goods market, so FMCG companies continue to seek ways to complete sales tasks offline.
杨挺New Product Launch: What to Do When Employees Say the Price Is Too High?
Companies want to launch new products, but salespeople are the opposite—they fear new products the most. Why? Although new product launches can increase salespeople's volume, companies will undoubtedly keep raising sales targets. Before launch, salespeople must use their visit time for market research, surveying terminals, distributors, competitors, and consumers, and follow the orders of the "lazybones" in marketing who never go to market. During launch, they bear the burden of blanket distribution, and if products don't sell well, they face blame and must handle inventory. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Moreover, salespeople fear high prices most, as early adoption is tough. So what should they do?
谭长春14 Ways for Regional Managers to Boost Sales in the Short Term
I still hold the view that down-to-earth sales work is a tough and meticulous job. Some people find sales easy, perhaps only because of good timing, favorable trends, and luck. If you change location, time, or brand, you'll see if you can still make sales from home. So, those who are doing well in sales now shouldn't be too proud; maybe you're just lucky, like a pig in the wind. Those who are not doing well shouldn't be discouraged either; just take solid steps, do what you need to do, and have a clear conscience. If it really doesn't work out, you have to accept your fate; people can't fight against trends. As long as you have real skills, you won't starve anywhere else.
黄润霖JDB Group, Known for Herbal Tea, to Venture into Sports and Real Estate
JDB Group, known for its herbal tea and mineral water, has signed a strategic cooperation framework agreement with Beijing Enterprises Group, covering food and beverage, cultural sports, real estate, health and elderly care, and investment in Beijing Enterprises Football Club. This partnership marks an attempt at mixed-ownership economy between a large state-owned enterprise and a private company.
New DistributionWhat Bosses Look for in Employees: Character Before Ability
Bosses value ability, but character matters even more. Character is a person's true highest qualification, the foundation for applying their abilities, and a rare and precious quality label in today's society. Character and ability are like left and right hands: with only ability and no character, a person is incomplete. Character determines attitude, attitude determines behavior, and behavior determines the final outcome. No one will trust or promote an employee with poor character. Good character has become the benchmark of professionalism and the solid foundation for a successful life in modern career advancement.
New DistributionStop Asking Me How Distributors Pay Their Employees—Here's Everything You Need!
Most distributors design compensation primarily based on cost and the minimum acceptable salary for sales staff, rarely considering incentives. This article explains why employees work and how to motivate them, offering a comprehensive guide to designing an effective compensation system.
New DistributionAdvertising, Promotions, Price Cuts All Fail... How Should Weak Brands Operate in the Market?
For an enterprise, especially an FMCG company, the most headache-inducing issue in the early stages of product manufacturing is the product itself. Once the company gets past this period, it is often troubled by brand issues, such as weak consumer recognition and insufficient market pull. As a weak brand, how can it resolve these brand-related troubles? (1) Invest heavily in advertising. There is a famous saying in the advertising world: 'Without advertising, you wait to die; with advertising, you court death.' Weak brands typically lack sufficient funds, making heavy advertising investment unlikely, especially in today's increasingly cluttered advertising environment.
方刚Sales Not Improving? Look Beyond Symptoms to Root Causes
When all work is done but sales do not improve, the cause must lie in the work itself. To boost sales, focus on five key aspects: correct direction, thorough execution, proper timing, systematic approach, and sustained effort.
杨永华How Are FMCG Distributors Being Killed by B2B?
This article discusses how B2B platforms are disrupting traditional FMCG distribution by using strategies like price parity, value-added services, and eventually taking over small retailers, leading to the demise of traditional distributors. It outlines a four-stage process and warns that distributors must adapt or be eliminated.
赵波How Do Top Brands Cultivate Township Markets?
When we walk on country roads wearing Baleno and carrying LV bags, or sweat in the fields in Adidas T-shirts and Nike shoes, it would be a shocking sight. A famous brand is inherently a brand, which seems basic common sense, but this is precisely the obstacle for famous brands going to the countryside: because they are famous brands. In rural areas, we believe in the power of brands, but brands are not necessarily the only force. For example, in rural markets, Tsingtao Beer may not sell more than 'Qingniao Beer' (a counterfeit), because rural consumers have limited information and education, making cheap counterfeits attractive. However, on a deeper level, we might wonder: why do famous brands lose to copycats, like regular armies failing to eliminate bandits? Is it because the regular army is incompetent or the bandits are too cunning?
方刚A Practical, Down-to-Earth Daily Management Handbook for Small and Medium Distributors
This handbook offers practical advice for small and medium distributors on managing key employees, delegation, cost-cutting, diversification, recruitment, and other daily challenges. It emphasizes retaining core staff through shareholding, avoiding unnecessary expenses, and maintaining transparent and consistent policies.
New DistributionEight Common Mind Maps Are Right Here, Come and Get Them! (Including Drawing Tutorial)
Mind maps are certainly familiar to everyone! What exactly is a mind map? It is an imported concept, known as 'mind map' in English. Created by American 'brain man' Tony Buzan, it entered China in the 1980s and is an effective graphic thinking tool for expressing radiant thinking. In short, it is simple yet extremely effective, a revolutionary thinking tool. Currently, there are eight common types of mind maps. Want to know what they are? These pictures will tell you! The eight common mind maps are: Circle Map, Bubble Map, Double Bubble Map, Tree Map, Brace Map, Flow Map, Multi-Flow Map, and Bridge Map.
New DistributionAfter Gaokao, How Can Baijiu Distributors Seize the Opportunity of Banquets?
With around 9 million students taking the 2016 Gaokao, many families will host banquets to celebrate college admissions or thank teachers, with an estimated half occurring in July and August. This article suggests three strategies for baijiu distributors to boost sales at these events: information collection and rewards, effective media promotion, and attractive promotional policies.
赵海永Retailers in a Panic: How Can Merchants Strategically Arrange Their Channels?
As June begins, a new round of retail warfare has commenced, with offline channels joining the fray alongside e-commerce, as Alibaba+Suning, Feifan, and Feiniu make their moves. The battle has spread from online to offline, signaling the industry's direction and a self-rescue effort amid crisis. Retail giants recognize that pure online or offline models are insufficient, making omni-channel strategies essential, and platform merchants must quickly adapt.
龚进辉How First-Tier Brands Defend Against Second- and Third-Tier Brands Eroding Their Market Share
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans All Do This: Regional Manager Playbook." It discusses how base markets, characterized by high distribution and share, can be undermined by terminal blind spots and blind zones, and provides six strategies for defense, including process management, information flow, channel barriers, and competitive suppression.
方刚Development Negotiation: How to Crack the Language Patterns of 'Stubborn Holdouts'?
In development visits, hitting a snag is not shameful; being repeatedly stuck by the same nail is. Salespeople often face 'stubborn holdouts' who use repetitive language patterns to reject them. This article explains how to counter these patterns with specific strategies, emphasizing persistence, digging into needs, and providing targeted solutions, and lists ten signs that a holdout is softening.
黄润霖Diagnosing Nestlé's 30 Years in China: A Good Hand Played Mediocrely
Nestlé re-entered China in December 1986 and, with its coffee, built a strong reputation, becoming a significant force in China's FMCG industry. However, in 2015, Nestlé's revenue in Greater China grew less than 5% compared to 2014, reaching only RMB 46.338 billion, less than Mengniu, which only does dairy. Mengniu has a history of less than 16 years, while Nestlé has been in China for nearly 30 years, with products including chicken essence, milk powder, coffee, and even coffee machines, all competitive and in urgent demand by Chinese consumers at the time.
消费日曝How to Carve Out Your Competitor's Terminal Blind Spots in the Market?
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans Do It This Way: Regional Manager Playbook". High distribution rate and high share are basic features of a base market, but behind the impressive numbers, there are always terminal resistances that sell less or even refuse to sell your product—these are terminal blind spots. The article explains how to find, analyze, and attack competitors' blind spots to create market fault lines.
方刚Higher Price, Customers Will Still Buy! (Essential Reading for Sales)
When traveling, have you ever searched the internet extensively to find the cheapest hotel? If you found a place 30 yuan cheaper, you might feel delighted. But upon reflection, it's just 30 yuan. Hours spent at the computer for that? In fact, customers enjoy the feeling of a bargain or the game of finding a cheaper option, not necessarily saving money. This article explores the psychology behind pricing and offers strategies for salespeople to increase prices without losing customers.
New DistributionDistributors | 4,000-Word Guide with Cases: Mastering KPI Performance Appraisal
For distributors, performance appraisal is familiar and runs through daily management and work content. From frontline sales staff to back-office accountants, almost every position is tied to performance appraisal. As a yardstick for judging employee performance, it serves both as an evaluation system and a management tool. According to the Pareto Principle, 80% of a company's tasks are completed by 20% of key behaviors, and analyzing and measuring these key behaviors is what we call KPI performance appraisal.
张宇Beggars in the Team, Please Leave!
The article discusses the concept of "spiritual beggars" in a team, who exhibit negative attitudes and behaviors such as not communicating with leaders, not working hard without recognition, and making excuses. It provides solutions for each type, emphasizing self-motivation, proactive communication, and personal growth.
杜雲生How Can Second- and Third-Tier Products Defeat First-Tier Brands Through Channels?
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans All Do This: Regional Manager Playbook." When financial resources, brand, and management are inferior, achieving "overwhelming victory under overwhelming conditions" is only a pipe dream for second- and third-tier brands. Facing attacks from national big brands, almost all second- and third-tier enterprises are troubled by this issue. In fact, the market for second- and third-tier brands is not large, but there are many unhealthy markets and practices.
方刚How Distributors Can Plan Their Operations Management, with Full Set of Policies for Download
Distributors play a crucial role in the circulation of goods, despite challenges from changing consumer demands, channel diversification, and e-commerce. Their operations management is simpler than manufacturers' but requires careful planning to avoid risks and ensure healthy growth. This article outlines a six-part framework for distributor management planning, including vision, positioning, strategy, marketing, branding, and daily policies, based on a real consulting project.
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