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How to Develop a Market That Has Been Ruined?
Developing a new market is something most regional managers know how to do, with their own 'Eight Steps' or 'Nine Yin Manual'. But when it comes to a market that has been ruined, many are at a loss. Every relatively mature company faces this issue, with some regions becoming half-cooked and even having historical problems. Re-entering such a market is far more difficult than entering a new one, requiring 5-10 times the effort. The author recently trained a beverage brand, where regional manager L was newly assigned to Yulin, where the local market had been ruined by multiple distributor changes, and the brand's reputation was poor. After efforts, L found interested clients, but they hesitated at the last moment due to lack of confidence in the brand. The key to reviving such a market is 'confidence'.
马坚行Reason for Success: Endurance; Reason for Failure: Escape.
Why does a boss never give up easily no matter how hard things get, while an employee wants to flee when things go poorly? Why do a married couple not easily divorce despite big conflicts, while a dating couple often breaks up over trivial matters? Ultimately, how much you invest in a matter or relationship determines how much pressure you can bear, how much success you can achieve, and how long you can persist. Feng Lun said: Greatness is forged through endurance. Why endurance? Because you must endure grievances that ordinary people cannot bear; you lack the understanding, comfort, and encouragement that ordinary people need; while ordinary people vent emotions through confrontation, negativity, and blame, you must see love and light and learn to transform and digest everything; ordinary people need a shoulder to lean on when weak, but you are the shoulder others lean on.
New DistributionEvaluating Distributor Staff Performance: The Key Lies in Salary and Performance Assessment
Regardless of the period, region, market conditions, or products, salespeople are the foundation of sales work. Therefore, motivating sales staff while ensuring the implementation of strategic intentions from senior leadership is a critical issue for manufacturers and distributors. Among various solutions, adjusting the salary structure of sales personnel is the most direct and effective method. This article provides a detailed explanation of how to build a salary system for sales staff, hoping to assist leaders in the liquor industry and distributor partners.
New Distribution13 Key Points Account Managers Must Focus on in Distributor Management
Distributors play a dominant role in local markets by delivering products to retail outlets. The following are 13 key details that account managers must pay attention to in their daily management of distributors, including sales growth analysis, payment collection, policy compliance, inventory management, and more.
New DistributionHow Should Natural Mineral Water Be Approached in 2016?
Recently, many peers and entrepreneurs have been consulting me on how to operate the natural mineral water category in 2016 and beyond. I feel it is necessary to write an article about this category for reference, and I welcome corrections from peers. The article discusses recent news, consumer misconceptions, and strategic recommendations.
胡伟If You Have These 10 Traits, You're No Longer Fit for Sales: Change or Get Out!
Sales is a war without gunpowder in peacetime, a game of gladiators. Sales personnel aging manifests in many aspects: outdated marketing concepts, corporate aging, personal emotional aging, professional ethics aging, interpersonal relationship aging, professional capability aging, mindset aging, and mental state aging. The factors causing aging include changes in marketing environment, personal life issues, bad habits, over-reliance on experience, loss of passion, diminishing returns, neglect of brand management, lack of career planning, corporate operational aging, and interpersonal relationship aging.
New DistributionEssential for Professionals: How to Quickly Convert a Thousand-Word Document into a PPT!
A professional shares a step-by-step method for converting lengthy Word documents into clear, effective PowerPoint presentations. The process involves three key stages: preparation (understanding the text's structure), content filtering (distilling key points), and production (choosing appropriate visual representations).
三顿The Terrifying Cost of Employee Turnover: Bosses Are in Tears
Employee turnover is a common occurrence, but is there a pattern? This article outlines the three most common resignation peaks (probation period, after two years, and after eight years), the '232 phenomenon' (two weeks, three months, two years), and the staggering costs of replacing employees, urging companies to treat their staff, especially top performers, well.
New DistributionHow to Design a Business Organizational Structure Based on Different Development Stages and Operating Conditions of Distributors?
Every distributor goes through a process of growth from small to large and from weak to strong. As brands increase, channels expand, and teams grow, the business organizational structure must be adjusted timely to reduce operating costs and maximize sales and profit contribution. Distributors typically establish their business organizational structure based on market division methods, which include four common types: by region, by product, by channel, and by a combination of these three.
王焕之To the Sales Warriors on the Frontline: Sales Is a Job to Be Proud Of!
For those in sales, the sky is always blue and forever out of reach; even if you close ten deals today, there are still tomorrow and the day after. But when you stop visiting customers, your sky turns black, filled with loss, confusion, depression, and pain. So never stop, never give up, and your sky will remain blue, full of hope. A real man must hold up his own sky!
New Distribution365 Reading Alliance | Pan Wenfu: 14 Days with "Starting a Store from Scratch"
To sign up, reply "读书" to the WeChat official account "365商学院" after clicking the title above. This article introduces the book "Starting a Store from Scratch" and the 14-day reading event led by author Pan Wenfu, covering store operations and personnel management, with free participation and rewards.
周行After Product Distribution, Learn Step by Step How to Achieve Sell-Through!
The most direct and important indicator of a distributor's performance in operating a product is the terminal sell-through after distribution. Since the terminal is the final point where consumers decide to purchase and the ultimate realization of the distributor's profit, solving the terminal sell-through problem is crucial for increasing sales, especially in the competitive baijiu industry.
New DistributionZong Qinghou: From Micro-Management to Learning to Let Go
Understanding Zong Qinghou means understanding the Chinese market. In 1987, Wahaha started from scratch with 3 people and a loan of 140,000 yuan. Today, it has over 80 production bases and 180 subsidiaries across 29 provinces in China, employing 30,000 staff with total assets of nearly 40 billion yuan. For 29 years, countless competitors have been helpless against Wahaha. Zong admits that business requires a certain talent, but he emphasizes that he is also a person of integrity, and without integrity, it's hard to grow a business.
张志伟【Li Jiao Shou】People in Marketing May Not Know What a "Market" Really Is
Many people in marketing departments are busy promoting activities, chasing trends, and even making calendars, but they forget to truly understand the most basic definition of marketing: what constitutes a market. Sometimes, major oversights stem from an insufficient understanding of fundamental principles. A market is not just a group of people or a product category; it is a group of consumers who use similar products to satisfy similar needs and who reference each other's opinions when making purchase decisions.
李靖How to Be a Profitable Distributor?
Becoming a profitable distributor is a dream for many in the industry, but it's challenging in today's competitive and sluggish market. Based on years of research on successful distributors, the author identifies key traits: having a profit-oriented mindset, being adaptable to market changes, fostering win-win partnerships, maintaining a broad vision, and mastering management skills.
崔自三This Year, Bosses Only Want This Kind of Employee
The article outlines 12 key qualities that bosses look for in employees, including loyalty, dedication, initiative, responsibility, efficiency, results orientation, communication, cooperation, continuous improvement, humility, frugality, and gratitude. Each quality is accompanied by specific behaviors that demonstrate it, emphasizing that these traits are more important than technical skills alone.
New DistributionJiang Xiaobai's Tao Shiquan: China's Baijiu Market Has Room for a Hundred-Billion-Dollar Growth
At the 16th Annual Meeting of the Yabuli China Entrepreneurs Forum, Tao Shiquan, chairman of Chongqing Jiang Xiaobai Liquor Co., Ltd., shared his entrepreneurial journey, emphasizing that even in a traditional industry like baijiu, he holds imagination and aims to validate it. He noted that the global distilled spirits market is $1.6 trillion, with Chinese companies only accounting for $80 billion (5%), and if China could reach 20% of the global market, it would represent $320 billion, a fourfold growth opportunity.
郭金霞Developing a New Market: How Not to Look Like an Outsider?
In the 40-year history of marketing, a salesperson who has never developed a new market or brand is not a complete sales representative. Just as a man who has never stood outside the delivery room or taken a child from the midwife's hands doesn't know where sorrow and joy come from, many salespeople, whether novices or veterans, have suffered losses in new market development. Some wander for half a year without finding the dealer's door; others make a careless mistake and lose a major opportunity.
黄润霖How to Operate a Weak Market by Returning to Basics?
As the beverage peak season approaches, task targets increase sharply. How should weak markets operate? Facing various market problems, how to move forward quickly with burdens has always troubled distributors and manufacturer sales staff. This article analyzes these issues, emphasizing that the higher the sales target, the more you must start from the basics. Only by accumulating from basic sales and market work can you achieve sustained sales.
张宇Performance Is Your Dignity (For All Salespeople)
This article outlines the iron rules of the workplace, emphasizing that performance is the ultimate measure of an employee's value. It stresses that employees are hired to solve problems, not create them, and that only by delivering results can they earn respect and rewards.
New DistributionGrassroots Look at Ability, Middle Management at Virtue, Top Management at Vision
Enterprise management is about managing people, and the key to managing people is using them well. The article outlines standards for hiring and promoting: grassroots staff are judged on ability, middle managers on virtue, and top executives on vision. It emphasizes a people-oriented approach, treating valued subordinates as the 'first God,' and offers practical advice on compensation, emotional engagement, and career development to retain talent at all levels.
New DistributionWhy the More the Boss Values Personal Connections, the Worse the Subordinates' Execution?
In enterprise management, personal connections and execution are inversely proportional: the more you emphasize personal connections, the worse the execution; companies with strong execution inevitably downplay personal connections. When execution meets personal connections, if execution suffers, even the best strategy cannot work.
New DistributionWhen a Distributor Marries a Manufacturer: How to Manage the Marital Relationship
The relationship between manufacturers and distributors is often likened to a marriage: equal, mutually beneficial, and goal-aligned, with occasional minor conflicts. This article explores how to maintain this relationship by understanding each other's needs, choosing the right partner, and applying the three key principles of mutual giving, understanding, and responsibility.
张宇Another Wave of Upgraded Wave Consumption Is Coming, and a Huge Market Is About to Be Born
An upgraded wave of consumption is coming, characterized by what Nongfu Spring's boss Zhong said: refuse mediocrity, refuse the nouveau riche. According to Ali Research, there are now two types of new consumer groups: one is upper-middle-class and affluent consumers, whose spending power will account for 81% of urban consumption growth in the coming years; the other is the new generation of consumers, including post-80s, post-90s, and the upcoming post-00s, who will bring 65% of overall consumption growth. According to Fosun Research: China's GDP growth in the next few years will be only 6%-7%, but the consumer market will grow by 10%-11%, and the health industry by as much as 16%-17%.
刘春雄