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365 Business School Micro-Course | Zhu Zhiming, China's No.1 Practical Wine Marketing Expert: Ten Thoughts on Confusions about Boosting Product Sales
Why is your product slow-moving, difficult to sell, or performing poorly? Why is your market not breaking through, or growing slowly after a breakthrough, or declining rapidly after a rapid breakthrough? Why do your salespeople go through the motions despite systematic systems and strict management? Join Mr. Zhu Zhiming as he shares 'Ten Thoughts: Confusions about Boosting Product Sales'.
New Distribution2016, How Should Beverage Companies Precisely Align with Consumer Trends?
2015 was a turbulent year, with sales declining across major companies due to factors like the internet, the rise of Generation Z, consumption upgrades, product aging, and economic downturn. This article analyzes the root causes and proposes strategies for selling products online in 2016, including selling upgrades, cost-effectiveness, identity, scarcity, niche markets, word-of-mouth, and time-saving benefits.
赵波 朱丹蓬Why Can You Excel as a Sales Rep but Fail as a Supervisor? And How to Fix It?
A top-performing sales rep wonders why supervisors are busy despite not doing hands-on work, and why management is considered a major discipline. Upon becoming a supervisor, they feel overwhelmed and realize management is a true art. This article shares practical management experience and solutions to common challenges faced by new supervisors.
魏庆How to Successfully Host an Order Conference at Year-End?
Order conferences are a common promotional tactic in the industry, used by manufacturers to boost sales and recruit distributors. Distributors also actively imitate this by collaborating with brand manufacturers to expand their second-tier wholesalers and retail channels. These events help quickly distribute products to sales points, occupy capital and shelf space, and create a strong market push. Distributor order conferences can be categorized by client type (distribution clients vs. sales outlets) and by venue (on-site vs. door-to-door). This article focuses on on-site order conferences, which, if poorly executed, can become mere social gatherings with low orders or poorly attended events. Success requires attention to details.
New DistributionTen Essential Skills for Sales Managers to Master Channel Inventory Pressure
An interesting phenomenon is observed: most second- and third-tier products heavily emphasize and rely on channels, yet channel management remains at the simple level of inventory pressure and payment collection. After years of experience, most salespeople have not fully integrated these two skills, and there is a clear deficiency in how to effectively implement inventory pressure. Based on years of marketing experience, I summarize my practical experience into ten key techniques for inventory pressure.
高春利Supermarkets Have Changed, What Should Distributors Do?
As supermarket enterprises enter a crisis, distributors are facing enormous operational risks. Suppliers have deeply felt the shift in the supply chain due to the rise of chain retail, moving from difficult business and declining profits to high risks. Some distributors even lament, 'Doing business with supermarkets is suicide, but not doing it is waiting to die.' Faced with high costs and increasing risks from supermarkets, how can distributors make structural adjustments to survive this crisis? The supermarket industry itself is irreversibly entering a critical phase of survival of the fittest...
New DistributionYou Might Not Guess That a Small Bottle of Salad Dressing Can Sell 13 Billion Yen a Year
You've likely seen this pale yellow dressing with the logo of a naked Cupid in supermarkets, restaurants, or bakeries—it's Kewpie salad dressing. Produced by Kewpie Corporation, founded in Japan in 1919, the dressing has been sold since 1925, and the company still focuses on various sauces. This year marks its 21st year in China. According to Kewpie's 2013 financial report, sales reached 530.54 billion yen, with overseas sales ratio increasing by 1.2 percentage points year-on-year to 5.6%, driven mainly by growth in China, where sales rose from 5.8 billion yen in 2012 to 8.1 billion yen in 2013, with an expected 127% growth this year to 10.7 billion yen.
New Distribution8 Major Directions and 69 Questions to Help You Clarify How to Achieve Next Year's Sales Growth Targets!
As the year-end approaches, the annual sales targets have been handed down. Naturally, the task volume is bound to increase. The sales targets are broken down by month, quarter, and year, and further subdivided by channel, all within a few hours. But then we face the 365 days of next year's sales achievement. How can we meet the sales targets? Under the pressure of sales, there are policies above and countermeasures below. Based on the peak and off seasons, we can appropriately lower targets for months when sales can be achieved, ensuring overachievement for several months to secure salary and bonuses first, while the rest of the sales targets are all pressed into months that cannot be completed. It's painful...
栾玉东Jinluo: The Biggest Competitor Is Not Shuanghui, But Itself
It is well known that Shuanghui, Yurun, and Jinluo together account for nearly 90% of China's meat product market. While Shuanghui, the leader, focuses on both domestic and international markets, and Yurun, the second, faces capital chain issues but maintains its lead in low-temperature products, Jinluo, the third, is analyzed in this article. Based on the author's years of experience in the FMCG industry, particularly in condiments, and interactions with Jinluo's distributors and staff, this article examines the 'low-key' brand's challenges in product quality, market competition, and internal management, concluding that Jinluo's biggest competitor is itself.
兵临城下How to Handle Terminal Display? Remember These 9 Words!
From the principle of simplified management, display is actually a meticulous task that requires care. If executed according to basic requirements, it can effectively enhance store image and boost sales. The nine key words are: quantity, concentration, ease, completeness, cleanliness, association, timeliness, brightness, and color.
New DistributionPractical Preparation Guide for In-Store Promotions
This article provides a practical guide to planning and executing retail promotions, covering key principles, types, processes, budgeting, and preparation checklists, with a focus on detail-oriented execution.
艾建军Make Your Employees 'Forced' to Succeed
Success is often a curiosity for recent graduates. The author argues that over 90% of successful people are 'forced' to succeed rather than actively pursuing it, and managers should push employees to grow by giving them new challenges, promoting them beyond their current abilities, and delegating authority appropriately.
New DistributionThe Art of Preparation Before Becoming a Regional Manager
Almost all retail companies with cross-regional operations establish the role of regional manager, known as DM (District Manager), responsible for business development in a specific area. While duties vary by industry, the common goal is to drive sales performance, develop talent, and ensure customer satisfaction.
李会娜Six Years On, Should Huiyuan Juice Still Be Sold?
Six years after Coca-Cola's failed acquisition of Huiyuan Juice, the company faces ongoing financial losses and strategic dilemmas. This article analyzes whether selling the juice business remains a viable option, arguing that focusing on upstream fruit processing and divesting downstream operations could be a prudent strategy.
吴慧曼How Regional Managers Can Craft a Solid 2016 Market Plan
This article, by Zhao Haiyong, a senior project manager at Shengchu Consulting, provides a practical template for regional and area managers in the baijiu industry to write their annual market plans. It outlines the key components, including brand and competitor analysis, sales targets, channel strategies, team planning, and budgeting, with examples and formulas for market capacity estimation.
赵海永Don't Forget: You Are Constantly Depreciating!
With 7-8 years of work experience concentrated in one company, one industry, and one direction, the accumulation of 7-8 years shapes a deep understanding of the industry, and also begins to view the industry, career direction, and the company from a higher and more distant perspective. Suddenly, I realize that while pursuing appreciation, salary increases, and career development, I have always been constantly depreciating! First, from a job perspective, if you stay in the same position for more than a year, you learn less, give more, grow slower, and the valuable assets you can accumulate for your career growth also decrease.
New DistributionHow Sales Representatives Can Build a Great First Impression
In business, everyone prefers to work with highly intelligent people. Making clients perceive you as a top-notch salesperson is key to establishing a perfect first impression. This involves selling yourself first, being fully prepared for closing deals, using effective opening lines, and maintaining a positive demeanor.
孟庆亮After Resigning and Being Retained: Should You Stay or Go?
Many people, when discussing job opportunities with headhunters, may not have a clear intention to leave, but after a good conversation, they receive an offer, resign, and then face retention attempts, leaving them conflicted. This article analyzes the possible evolution of such situations from the boss's perspective and discusses the impact of psychological noise on career decisions.
New DistributionHow Should a Regional Manager Handle the 'Sandwich' Role?
Regional managers are constantly busy, shuttling between manufacturers and distributors, needing to meet the manufacturer's requirements while satisfying the distributor's interests. If mishandled, they end up caught in the middle, becoming a 'sandwich cookie.' This article discusses how to sit on the right side, establish authority, and win trust.
余大洪Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春How Can Small and Medium-Sized Food Enterprises Break Free from the Stagnation of Product Sales?
In our interactions with small and medium-sized food enterprises, many owners have told us that over the past 2-3 years, their product sales have remained stagnant, making sales growth their biggest challenge. These enterprises range from newcomers with annual sales of a few million yuan to those with sales between 10-30 million yuan, around 50 million yuan, or even exceeding 100 million yuan. Upon further analysis, we found that they lack professional brand planning, relying mainly on product quality and effort, resulting in weak or non-existent brand support. This article summarizes ten reasons for sales stagnation and proposes corresponding solutions.
New DistributionSixteen Methods to Easily Improve Warehouse Management Efficiency (Illustrated)
In small companies, the warehouse supervisor is more important than the financial supervisor because warehouse management is five times more complex. Starting with simple tasks can gradually improve warehouse management efficiency, beginning with the warehouse gate.
潘文富From a Street Stall to a Global Multinational: How Lee Kum Kee Survived 127 Years?
From a street stall to a global multinational, Lee Kum Kee broke the curse of 'wealth never lasting three generations' and successfully passed down to the fourth generation, spanning 127 years. In 1888, Lee Kum Sheung, who ran a small tea house in Nanshui Town, Zhuhai, accidentally boiled a pot of oysters dry, leaving only a layer of dark brown broth at the bottom, which was fragrant! Thus, the oyster sauce beloved today was born. Lee Kum Sheung began to specialize in brewing oyster sauce as a condiment and hung up the sign 'Lee Kum Kee'. And so Lee Kum Kee was born. In 1946, the company moved to Hong Kong.
New Distribution"Let It Go This Time" Means "Endless Trouble"
In practice, many managers use "let it go this time" to handle employees and subordinates who violate rules, calling it humanized management. However, this approach causes endless harm. Institutionalization is often emphasized, but in reality, many companies' institutional efforts become mere formality, and "let it go this time" is a key factor undermining the effectiveness of institutionalization.
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