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Facing the New Normal of Economic Downturn, How Should Distributors Manage Their Agency Business in 2016?
2015 has passed, and in the past year, the sales of the main agency brands for the vast majority of distributors have declined to varying degrees due to multiple overlapping factors. This article analyzes six major macroeconomic issues affecting distributor sales, including low GDP growth, rural hollowing-out, the rise of internet B2B, high costs and talent management difficulties, market maturity with intense competition, and product aging with consumption upgrades. It then proposes six countermeasures for distributors to survive and thrive in the new normal.
赵波Bosses' Winter, Employees' Spring
Several articles on WeChat about 'business closures and unemployment' have high click-through rates and always win applause. It seems that any discussion with this theme, regardless of factual or logical validity, is considered 'politically correct' in public opinion. People easily equate 'business closures' with 'unemployment,' but this economic cycle is characterized by a divergence between the economy and employment, which is rare in history. A friend of mine went to a provincial capital's talent market to recruit and found more recruiters than job seekers, almost unable to hire anyone, even with higher wages...
刘春雄You Know "Liby" Laundry Detergent, but Not Chen Kaixuan! At 17 He Was a Migrant Worker, at 36 He Started from Scratch—How Did He Build Liby Step by Step?
Chen Kaixuan, the founder of Liby, started as a migrant worker at 17 and founded his company at 36. By selling OEM laundry detergent under his own brand, he grew a shell company into China's leading daily chemical enterprise with the largest market share in washing products and annual revenue of 18 billion RMB. This article shares his story and the key to his success.
New DistributionWhen a Regional Manager Encounters a "Bad Market": Three Steps and Six Methods to Solve the Problem
When salespeople take over a new market, they often inherit a "bad market" with numerous problems. How should we face such a market? Through research and summary of problem markets, we found that almost all problem markets commonly have the following issues: many leftover problems from previous market issues; products not adapting to the market or price undercutting; market chaos and weak foundation; intense competition and lack of brand influence, leaving no foothold for the brand; uncooperative customers or many problems, with a severe lack of mutual trust; and a paralyzed marketing team.
New DistributionBuilding Your Knowledge Structure: Hejun's Recommended Reading List
A person's reading history often reflects their spiritual growth and capability development. Professional experts start with knowledge, gain insight through practice, and reach the highest level where methods become formless. The thickness of your foundation determines the height of your career, and a reasonable knowledge structure supports professional excellence. Based on Hejun's experience, achieving expertise in business management, investment, and investment banking requires a knowledge system encompassing core areas (national trends, industry, management, capital) and auxiliary areas (professional skills, law, culture, philosophy, science, health). This reading list is designed to help build such a structure.
王明夫Economic Downturn: How Should Distributors Conduct Business in 2016?
As 2015 draws to a close, distributors are summarizing their business performance and planning for the coming year. Many industries have shifted from high growth to a 'new normal' of low or no growth, with weakened consumer momentum adding to the difficulty. How should business be conducted in 2016, and how can current problems be solved? This article offers rational analysis of declining performance, profit erosion, and new product selection.
张德昭From Insolvency to Billions in Sales: How Did Jingjiu Do It?
Jingjiu's path to growth is legendary, and it has become a leading brand in the health liquor category. However, its health concept has an obscure side that makes some consumers 'ashamed to consume.' But as a product, Jingjiu's marketing approach is no different from that of baijiu. In recent years, Jingjiu's growth momentum has been obvious, and it has dominated the health liquor category, leaving other similar brands far behind. What is the secret? Find the right product positioning and target consumer group, and you won't have to worry about selling!
New DistributionDistributor Bosses' Time Planning: Balancing Profit-Making and Learning
A county-level distributor with annual sales over 50 million yuan and a professional manager as general manager still feels busy and tired. He wants to learn, visit terminals, and train his child to take over the business, but finds no time. The article suggests a monthly time management plan for distributors to improve control and efficiency.
New DistributionHow Can the Baijiu Industry Break Through in 2016 Amid Slowing Economic Growth, Weak Consumption, and Restrictions on Official Spending?
The baijiu industry, once enjoying a golden decade, is now in deep adjustment amid slowing economic growth, weak consumption, and anti-corruption policies. To break through, companies must adapt to the new normal by adjusting prices, clearing inventory, learning from FMCG practices, persisting in strategy, targeting new consumer groups, focusing on consumer experience, innovating products, and using the internet wisely.
朱朝阳How FMCG Distributors Can Introduce Sales Management Software to Improve Their Management Level?
Personnel management has always been a headache for distributors, as it's hard to monitor what salespeople do and sell each day without proper oversight, leading to 'shepherding' behavior. Using sales management software is a trend and a necessary condition for improving management, but many distributors lack the right approach during implementation, causing abandonment. This article shares personal implementation experience from three stages and two levels.
赵波How Can Distributors Solve the Difficulty of Collecting Payments?
Difficulty in collecting payments is an indisputable fact in the food industry. Therefore, actively exploring the causes of this long-standing problem and finding solutions is of particular significance for distributors to escape the trouble of payment collection and reduce operational risks.
New DistributionHow Distributors Can Secure Prime Displays in KA Stores
After a distributor opens an account in a store, securing the best display position to showcase products to consumers becomes the most critical action. Prime displays, known as 'golden displays,' can decisively boost product sales. This article analyzes what constitutes a golden display and offers strategies for distributors to obtain and maintain these valuable positions.
陈崖枫Management is a Technical Skill: Ten Essential Tools, Clearly Explained!
To achieve high efficiency in management, a manager must be familiar with and skillfully use the following tools: Tool A: The STAR principle for recruitment interviews. Recruitment interviews are an important part of a manager's work. Every successful manager must possess excellent interview skills to recruit suitable people into the team, placing the right person in the right position to create high performance. The STAR principle refers to Situation, Task, Action, and Result.
New Distribution14 Abilities and 8 Qualities a Professional Manager Must Possess
A professional manager is a person who holds a leadership or management position, referring to senior personnel in official or corporate settings. This article outlines the 14 essential abilities and 8 key qualities that professional managers must develop to be effective in their roles.
New DistributionHow to Develop a Channel Promotion Plan
Strictly speaking, a channel promotion plan is not a rigid template and has no fixed format. Based on practical experience, this article explains common indicators in channel promotions, including background analysis, promotion objectives, target audience, timing, theme, strategy, and methods such as tiered rebates, limited-time shipping rewards, sales contests, and welfare promotions.
New DistributionThe Reason the German Army Was Able to Sweep Across Europe: Their Personnel Selection System
During World War II, the German Army was able to defeat enemies with overwhelming odds. Post-war experts studied their success and found that the Nazi new recruit selection system was a key factor. After training, instructors classified recruits into four categories based on intelligence and diligence, assigning them to roles that matched their traits, which contributed to their military efficiency.
New DistributionHow to Boost Sales at Year-End?
As the year draws to a close, with only 26 days left in 2015, sales professionals are scrambling to meet their annual targets. Drawing on 15 years of sales experience, this article offers practical strategies for year-end sales pushes, including focusing on key accounts and categories, intensifying follow-ups, leveraging relationships, securing budgets, motivating teams, and negotiating targets.
黄成明How Can Trading Companies Strengthen Risk Prevention?
Enhancing risk prevention awareness is a serious challenge for every trading company. Currently, food trading companies mainly face operational risks from upstream manufacturers and risks from downstream supermarket closures causing bad debts. To control upstream cooperation risks, the marketing department should follow key principles: diversify brands, avoid paying upfront for goods without immediate delivery, reasonably control advance payments, and consider after-sales service. To mitigate downstream risks, companies should establish financial early-warning mechanisms, develop operational procedures based on financial analysis, and stay vigilant by collecting information to detect early signs of supermarket problems.
New DistributionMainstream Shift: The Leader Is Being Marginalized! The Growth Model Relying on Low Cost, Low Quality, and Low Price Is at a Dead End
China's market is undergoing a product revolution of 'mainstream shift.' This revolution is called the 'new normal' at the macro level, 'leader replacement' at the micro level, and 'mainstream shift' at the meso level. In October 2014, two major news events—the collapse of Taiwan's Ting Hsin Group due to gutter oil and the fall of Pang Donglai's harmonious myth—signaled that the growth model based on low cost, low quality, and low price is over.
史贤龙Year-End Guide: How Should the Marketing Department Prepare Its Year-End Summary and Budget?
At the end of each year, 'summarizing the past and planning the future' has become a tradition for Chinese people, even more so than the Spring Festival Gala or dumplings. Taking the industrial products marketing department as an example, this article provides a simple analysis. The industrial products marketing department should attach great importance to the year-end summary—not only because it needs to submit its work performance for company review and evaluation, but more importantly, it is a significant opportunity to review and reflect on work gains and losses, and to actively communicate market development directions and strategies with the company's decision-makers.
New Distribution14 Lessons in Business Training: Knowledge, Skills, Breakthrough, and Improvement—Even the Music Between Classes Is Thought Out for You!
In an era where money races against time, soon after a liquor company successfully recruits distributors, they become restless and urge the company to launch products to market as soon as possible. The first problem for liquor merchants is how to train the newly formed marketing team. As the saying goes, 'Before soldiers move, provisions go first.' Marketing training is like provisions, and its effect is more like a few whispered words. Here, we provide training in four major sections—'Knowledge, Skills, Breakthrough, and Improvement'—to achieve the effect of four whispered phrases: 'I love you,' 'You're capable,' 'You're great,' and 'I marry you.' Then developing the market will not be difficult.
New DistributionDistributors' Dilemma: How Should I Manage People?
Two distributor cases reveal the pitfalls of relying on relatives without proper management. The article advises distributors to shift from hiring based on kinship to implementing systems and processes, using a case study to illustrate successful reform.
毛小民Why Can High Prices Defeat Low Prices?
A salesperson once asked his boss how to deal with a small factory with very low prices. The boss replied, "If that factory is so formidable, why is it still small while we are big?" Marketing has a basic rule: launching at a high price is difficult at first but easy later; launching at a low price is easy at first but difficult later. In reality, low prices often only play the role of a "troublemaker" in the market, failing to achieve much but causing plenty of harm. In confrontational competition, high prices are often disturbed by low prices, but low prices ultimately cannot defeat high prices.
New Distribution12 Months of White Liquor: How to Promote in Peak and Off-Peak Seasons? Grasp the Promotion Rhythm and Stop Acting Blindly Each Month
1. Transition from peak to off-peak season (March-May): After the Spring Festival, white liquor moves from peak to off-peak season. Many companies still manage the market by seizing opportunities before and during the off-peak. From March, more companies start market actions, with promotions and new products aimed at stocking, boosting sales, enhancing brand influence, and expanding market share. Promotions include adjusting bestseller strategies, distributor screening, terminal building, consumer pulls, product sorting, and recruiting distributors. 2. Off-peak season (June-August): Focus on market building, with channel promotions, consumer promotions, and hard/soft terminal construction. 3. Peak season (September-February): Key is rapid terminal grabbing, channel innovation, market cultivation, consumer promotions, and product combinations.
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