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Product King: Eight Principles of P&G's New Product Launch
In China, on average, two new products are launched every hour, while at least two are withdrawn from the market. Whether it's a company with over ten billion in scale or a small workshop starting from scratch, new product launches are always a necessary path for business development. However, while the average success rate for new product launches among Chinese companies is a mere 5%, P&G's global success rate exceeds 64%, and in China, across 15 brands and over 100 new product launches, the success rate reaches as high as 85%–90%. This contrast begs the question: why?
New DistributionTraditional Enterprises' Internet Transformation: You Must Learn These Three Knives!
Professor Huang Tieying of Peking University has cases called 'Haidilao You Can't Learn' and 'Chucheng You Can't Learn'. I want to take a different direction and review Xiaomi's five years to find what Lei Jun's 'you can learn' first secret is. I believe there are three knives, which are also the three knives that traditional enterprises must bleed from in their internet transformation: product knife - hit product strategy; value chain knife - 5%; traffic knife - fans + e-commerce. On April 6, Lei Jun posted on WeChat Moments: Five years ago today, in Room 807 of Yinggu Building, Baofusi Bridge, Zhongguancun, Beijing, 14 people drank a bowl of millet porridge together...
金错刀Analysis of Six Major Misconceptions in Dealer Internal Management During Transition
As the business environment changes, increasingly fierce market competition poses significant challenges to most dealers. To address management issues, dealers have sought various solutions. Standardized, normalized, and systematic management is a cornerstone of modern enterprise management, especially for dealers in transition. Consequently, dealer owners have invested heavily, hiring experienced marketing managers to design comprehensive management systems and operational manuals for their small companies, yet problems persist.
张铃How Distributors Can Achieve Corporate Operation
The discussion on 'how distributors can achieve corporate operation' was triggered by two small incidents: first, a distributor friend from Henan expressed his confusion with family-style management and realized that without corporate operation, he would be eliminated, but he didn't know where to start; second, a county-level distributor asked me to find the general agent of Yanghe for distribution, but the deal fell through because the distributor lacked professional finance, delivery vehicles, and sales personnel. Thus, both internal development and external requirements from upstream make corporate operation an inevitable trend.
刘会民Management Insights from a Small Distributor Owner
As a distributor in a prefecture-level market in Hunan, I represent first-tier brands like Luzhou Laojiao and Great Wall Red Wine. With over 50 employees, our company is in a growth phase, and internal management is a major challenge. In my view, management involves two aspects: owners managing themselves and managing employees. As a manager, the owner must first understand their role in the company's development, and only then discuss employee management. Below, I share my experiences in management to discuss self-management and employee management with peers.
刘会民Distributors Talk: How Should Distributors Excel at Management?
Zhang Wei, a small distributor, faces mounting management issues as his business grows, including product line chaos, employee management problems, inventory losses, and channel conflicts. Through analysis and practical solutions, he restructures his product portfolio, implements objective performance management, adopts inventory software, and divides channel responsibilities, leading to improved performance and a clearer strategic direction.
谭长春When Resigning, a Person's True Character Is Most Revealed!
Employees often resign hastily, leaving the same day or even without notice, while others remain physically but mentally absent. However, the resignation process itself can reveal a person's true character. A magazine editor in Shanghai suggested his cousin switch jobs with triple her salary, but she asked them to wait three months due to her contract and sense of responsibility, ultimately ensuring a smooth transition and earning lasting respect.
唐俑15 Practical Measures to Manage Your Salespeople
There are no fixed rules for sales managers to manage their salespeople, and no book can claim to offer a complete set of formulas that can be followed blindly. Managing salespeople is not a static proposition; it requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, sales managers must rely on real-world experience to discover targeted methods. Fortunately, everything follows certain patterns, and while techniques vary, some basic principles can guide effective personnel management.
New DistributionEight Prohibitions for Regional Managers in 'Personal Conduct'
This article discusses the art of 'personal conduct' for regional managers, emphasizing that they must first be upright individuals before doing business. It outlines eight prohibitions, including not criticizing the company in front of clients, not becoming too familiar with dealers, avoiding laxity, resisting small gains, not making blind promises, maintaining proactive communication, not being arrogant, and reporting market conditions truthfully.
游昌乔Pure Dry Goods: How the Internet Will Disrupt 17 Traditional Industries in the Next Decade
In the next decade, the Internet will disrupt 17 traditional industries by breaking information asymmetry, leveraging big data, and utilizing the self-regulating mechanism of the swarm intelligence. This will lead to transformations in retail, wholesale, manufacturing, advertising, news, telecommunications, logistics, hospitality, tourism, catering, finance, insurance, healthcare, education, TV, film, publishing, and monopolistic sectors.
New DistributionCome, Let Me Teach You How to Tell the Profit Story from Multiple Angles
1. Tailor the profit story to the audience. In small and medium terminals, the decision-makers are either the owner or the store manager/buyer. Owners care about profit, especially during new store openings, while store managers/buyers care about bestsellers and their performance metrics. Salespeople should adapt their profit stories accordingly.
魏庆What to Do After a New Product Launch Promotion?
New product launches typically require promotions to encourage risk-taking purchases and build buying habits. However, many companies fall into the trap of relying on promotions instead of regular sales, leading to market and sales disconnect. After a promotion, companies should focus on expanding regular shelf space, improving customer relations, increasing store penetration, building the sales team, and leveraging consumer information to ensure long-term success.
李鉴金Seven Shortcuts for Regional Managers to Stand Out
Just as the leap from division-level to bureau-level cadre is difficult, many marketing professionals at the regional manager level (especially provincial managers) find it hard to eventually reach the position of regional director (or sales director). Thus, the market challenge facing many regional managers is: how to stand out from dozens of peers and squeeze into the few regional director positions? In many people's view, this seems to be a matter of opportunity. But opportunity always favors the prepared mind. If regional managers are more proactive and thoughtful in their daily work, then when opportunity knocks, they may be able to seize it immediately and achieve another leap in their marketing career. The following are seven shortcuts for regional managers to stand out, summarized from numerous cases, for the reference of capable and ambitious peers.
戴鑫Quotations for Rapid Growth of Provincial Managers
This article outlines the key responsibilities and strategies for provincial managers in FMCG companies, covering job duties, market planning, channel expansion, terminal coverage, promotion, and team management. It emphasizes the importance of aligning with company strategy, effective planning, and continuous improvement.
杨威6 Compensation Systems for Sales Representatives
Sales representatives are the frontline personnel of a company, and a reasonable compensation system can fully motivate their work enthusiasm. The old egalitarian system has been replaced by performance-based pay. This article summarizes six salary systems based on years of experience, including high base salary plus low commission, medium base salary plus medium commission, low base salary plus high commission, task decomposition, target high salary, and stage assessment.
徐荣华21 Rules for Sales Managers
Regional sales manager is a hot position in the talent market, yet it also has the highest turnover rate in marketing companies. This article outlines 21 essential rules for regional sales managers, emphasizing company interests, teamwork, professionalism, and proactive execution.
张汉文Salespeople: How to Do a Comprehensive SWOT Analysis?
SWOT analysis is typically conducted early in the innovation process, originally intended to help companies find their position in the business environment and make decisions based on it, and is now more widely used. SW represents internal factors, while OT represents external factors, all closely related to the company's environment. The purpose of external analysis is to understand the relative position of the company and its competitors in the market, thereby helping the company further understand its internal analysis. The direct result of a SWOT analysis is a set of information tables, with outputs that can be search areas, business plans, innovation points, etc., needed in the product innovation process, accompanied by importance or priority ranking. Of course, this process also applies to researching an internet product.
New DistributionFive Stresses, Four Beauties, Three Loves: The Secret to Intensive Channel Management
Those who control the channel control the market. The channel is the lifeblood of a company. While companies wage fierce battles with product, price, concept, and brand strategies, the hidden channel competition is also intensifying. Intensive channel management has become the most clicked term in marketing policies and plans. It involves integrating marketing tactics to fully tap market potential, cultivating and supporting distributors, increasing outlet coverage and penetration, enhancing outlet presentation, and using advertising and promotions to drive demand, ultimately achieving distributor and terminal push to raise market share and brand influence.
游昌乔How Will Protein Beverage Companies Develop in the Future?
Recently, companies such as Mengniu, Yili, Wahaha, Jinmailang, Uni-President, and Heiniu have successively announced the launch of new walnut milk products, causing the already fiercely competitive walnut milk industry to become unsettled. Facing the increasing saturation and slowing growth of the mainstream beverage market, the high-speed growth and initial scale of the walnut milk market have attracted many major brands to enter, which is understandable, but the current situation where various big players are entering in groups is indeed rare. This has triggered various speculations: Are the big brands testing the waters short-term or expanding long-term? Are they aiming for deep cultivation...
付邦安、张璐How Junior Sales Staff Can Build Good Customer Relationships
Building good customer relationships is essential for customer maintenance, but what constitutes a 'good' relationship? A junior salesperson might think it's when customers greet them warmly, while a veteran salesperson argues that a customer who never places orders isn't a good relationship. For junior staff, making customers 'like' them is relatively simple: be diligent, listen more, work hard, and maintain a professional image.
井越Three Moves for Regional Managers to Fix Problem Markets in FMCG
A regional manager is someone who can plan, develop, manage, and strategize a regional market, lead a sales team to meet challenges, solve market problems, and achieve sales targets as required by the company. A problem market arises from company policy or guidance errors, poor work attitudes of market personnel, or wrong working methods, leading to unresolved issues that accumulate into a problem market. The boss judges a regional manager by results: regardless of color, a cat that catches mice is a good cat.
New DistributionThe "24-Character Self-Improvement" Rule for Frontline Staff
To maintain a highly efficient and sustainable combat capability, effective and continuous training is essential for a sales team. Traditional training focuses on imparting sales skills and knowledge. Teaching salespeople a practical method, rather than continuous training, can improve efficiency and be more beneficial. How to create a self-improvement method? In my practical management and training work at Anhui Zhenxin Food Co., Ltd. Guangzhou Branch, I continuously explored and negated in practice, and summarized the "24-character self-improvement" rule: list reasons, classify reasonably, analyze carefully, summarize, research countermeasures, and solve problems.
卓智华The 11 Most Common Consumer Psychologies: Master Them to Win Every Battle
As the saying goes, "Know yourself and know your enemy, and you will never be defeated." Salespeople must fully understand customers' purchasing psychology during the sales process, as it is a crucial factor in closing deals. Customers experience a series of complex and subtle psychological activities during transactions, including thoughts on quantity, price, payment methods, and contracts. These psychological activities have a decisive impact on business success, so excellent salespeople should value and study customers' psychological activities.
New DistributionWhy Do New Products Die?
New products are crucial for companies, but most fail, wasting resources and even leading to decline. To ensure success, it's essential to understand the root causes of failure. This article analyzes eight common ways new products die, from imitation and overpricing to poor coordination and channel mismanagement.
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