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10 Management Lessons from Conversations with Over 100 Outstanding Distributors
Over the past two to three years, we have visited over a hundred outstanding distributors across the country, discussing their business strategies and how they manage to resist risks, achieve growth, and expand despite rapid market changes. This article distills 10 practical management lessons from these visits, focusing on internal trade company operations and management, offering insights for distributors to break through in a changing environment.
袁来Craft Beer: Undercurrents Beneath High-Speed Growth
Despite declining production and sales volumes, the Chinese beer market is seeing rising profits as consumers drink less but better. Craft beer, a fast-growing niche within the larger beer category, faces challenges such as lack of industry standards and uneven profit distribution.
郑一鸣The Difficult Road to 10,000 Stores: How Can Bianlifeng Overcome Its Imminent Challenges?
Bianlifeng, which once expanded rapidly, is now reportedly closing stores across the country. Since March, netizens have posted about shortened hours or closures at their local Bianlifeng stores, with some locations completely shut down. The company attributes temporary closures to pandemic-related logistics issues, but experts note that its self-operated model and challenges in lower-tier markets hinder its goal of 10,000 stores nationwide.
燃次元工作室Organizational Mindset for Frontline City Managers to Drive New Retail Implementation
Many frontline city managers struggle to advance new retail due to pressure from core offline business targets. The key is a three-step approach: first upgrade organizational structure, then execute new retail, and finally achieve breakthroughs. This article focuses on the organizational mindset needed to stabilize core business and free up time for new retail.
许翔 Ryan XuHow China Resources Beer Sustains Growth in the 'Quality Era': Insights from Its 2022 Interim Report
China Resources Beer's 2022 interim results show revenue of RMB 21.013 billion, up 7% year-on-year, and net profit attributable to shareholders of RMB 3.802 billion, up 27.8%, with premium beer sales growing 10%. The company's strategic focus on premiumization and market segmentation offers valuable lessons for FMCG brands navigating cost pressures and economic downturn.
陈思廷City Manager's Q3 Battle: Five Key Points to Boost Morale and Execution!
Amid recurring pandemic and economic downturn, finding sustainable growth drivers is a key concern for many companies. However, even the best strategies are useless without a strong sales team execution. This article offers five key points for city managers to enhance team execution during the crucial Q3 beverage sales season.
邢仁宝How to Leverage Variety Shows to Convert Brand Power into Sales Power?
With an increasing number of variety shows, more FMCG brands are sponsoring them, with FMCG accounting for 50% of the sponsorship market. Among the top shows in the first half of the year, "Infinity and Beyond" stood out, and Lee Kum Kee's sponsorship is analyzed from three dimensions: brand value, product value, and channel value, to help distributors understand what makes a good sponsorship and how to turn brand power into sales.
秦淮How Distributors with 80 Million to Over 100 Million in Sales Grow: Cross-Online Business, Cross-Category Business, Cross-Region Business
Many distributors are finding this year's business particularly tough, but instead of looking inward at their own management and operations, they tend to blame external factors. This article explores the 'outward-looking' opportunities for growth, including online channels, new categories, and new regions, offering practical advice for distributors seeking new growth curves.
袁来Practical Guide: How Can Brand Owners Achieve Store Self-Ordering and Display Maintenance?
In recent years, due to rising labor costs and the spread of internet technology, many brand owners have attempted to enable terminal stores to place orders and maintain displays autonomously. Except for a few industry leaders leveraging their channel coverage, product mix, brand power, and digital capabilities, most brand owners have not achieved satisfactory results. The core issue is not technology or operational skills but the store owners' willingness to use the app. This article explores how mid-sized enterprises can address the willingness problem through selection, incentives, verification, and process design.
高级研究员 海游Genki Forest's 'Cooler Defense War' That It Cannot Afford to Lose
In 2020, Genki Forest's management held an internal discussion on how giants could destroy the company, foreshadowing intense competition. Over the following two years, Nongfu Spring and Coca-Cola led a crackdown, and in 2022, Genki Forest shifted from an internet-plus beverage company to a traditional food and beverage enterprise, aggressively deploying coolers and offline marketing while facing slowed revenue growth.
袁喜乐Three-Pronged Approach: How Tsingtao Youjia Opens Up New Consumption Scenarios?
The long-missed hustle and bustle of daily life is returning with the surprise of new consumption. More consumers are noticing a new item on restaurant beverage menus: Youhuojia 5100 Tibet Glacier Mineral Water. Recently, Tsingtao Youjia Health Beverage Co., Ltd. and Tibet Glacier Mineral Water Co., Ltd. jointly announced the launch of a co-branded product, "Youhuojia 5100 Tibet Glacier Mineral Water."
New DistributionKPI Assessment for Frontline Sales Staff: Assess What You Want!
Many distributor bosses struggle to retain sales staff despite offering decent pay, often due to mismanagement in performance assessment. This article outlines seven common mistakes in KPI assessment and provides practical advice on designing effective, motivating compensation plans.
李锋Returning Offline: How Can Distributors Seize New Opportunities?
Ten years ago, I spread three sayings about the importance of opportunities. Now, as the industry transitions, strategic opportunities are emerging offline. Distributors should seize new profit models, ally with secondary wholesalers, and adopt bC integration to capture innovation dividends.
刘春雄How Should Distributors Plan for the Second Half of the Year?
Many distributors are feeling anxious this year due to the ongoing pandemic and global uncertainties. Key data points include a 0.4% GDP growth in Q2 and a projected population peak in China, signaling structural changes. Distributors should focus on stabilizing their core business, optimizing costs and efficiency, building organizational capabilities, and embracing technology to survive and grow.
赵波Reasonable Channel Policies Are the Cornerstone of Deep Distribution
The article discusses the importance of designing reasonable channel policies for deep distribution, emphasizing that overly detailed policies can be counterproductive. It provides principles for policy formulation, the need for effective communication and execution, and the importance of collecting feedback from the field.
高级研究员 海游The Feud History of Chinese FMCG Brands: How the Lower Horse Kills the Upper Horse?
In the FMCG industry, seizing a competitor's market is undoubtedly the best way to grow, saving consumer education costs and achieving a multiplier effect. This has led to a history of feuds among brands. The article recounts classic cases like Nongfu Spring vs. the purified water industry, San Taizi vs. Hualong, and Sanquan vs. Sinian, illustrating the strategy of using a 'lower horse' (a non-core product) to kill the opponent's 'upper horse' (their trump card).
风陵渡MissFresh Suddenly Announces Team Dissolution: Is the Front-Warehouse Model Still Viable?
MissFresh users discovered a service change notice on its homepage, shifting from 30-minute delivery to next-day delivery. The company stated it adjusted its front-warehouse business to achieve profitability, but later it was learned that MissFresh suddenly announced team dissolution, with all business lines shut down and employee social security and housing fund contributions ending in July.
田静How to Approach the Bistro Channel?
Bistros have emerged as a trend in major cities like Chengdu, posing challenges to high-share markets by eroding on-premise share. This article discusses what bistros are and how to respond and participate in this channel through professional teams, product portfolios, and channel marketing activities.
刘 刚Behind Qudian Boss Luo's Single-Livestream 250 Million Yuan Sales
At 1 a.m., livestream e-commerce groups were abuzz with Qudian boss Luo's single-day 252 million yuan feat. The author analyzes the unsustainable tactics behind it and argues Qudian isn't aiming to become the next East Buy but to expand franchisees, highlighting Douyin as the best platform for new consumer brands.
李浩同学Will Sparkling Water Become a New Growth Point for Hengshun Vinegar?
Hengshun Vinegar, a leading vinegar producer, has launched a sparkling water product containing vinegar, marking its latest cross-industry venture. Despite past failures in diversification, the company sees this as a potential new growth driver amid sluggish performance in its core business.
赵胜男Three Approaches to Product Promotion Using Digital Methods
When online channels fail to provide stable repeated information exposure, brands cannot build muscle memory or deeper consumer awareness. Therefore, brands are built under limited shelf space and scarce cognitive resources. Consumer awareness comes from both advertising and product experience, so today's product promotion success hinges on creating scenarios for rapid, repeated near-field experiences. This article explores three digital approaches: O2O via Meituan Flash Purchase, bC integration, and the combination of One Code One Product + SFA + B2B.
赵波All Distributors Should Rebuild Their Terminal Operations Through Salary and Assessment Adjustments!
This article argues that a distributor's frontline salesperson compensation structure is the best indicator of their management capability and future prospects. It categorizes three common salary structures and explains how they reflect different business philosophies, ultimately advocating for a market-oriented approach that rewards market-building actions.
袁来How Can Management Teams Break Down Existing Walls and Reshape Their Mindsets?
This article discusses how FMCG management teams can break through their existing cognitive barriers and reshape their thinking. It provides a case study and three methods for rebuilding cognition: communicating with business-related people, seeking advice from experts, and thinking and summarizing regularly.
高级研究员 海游Dilemmas and Transformation: How Can the Juice Sector Break Through the Intertwined Challenges?
In 2009, juice drinks held an 18.56% share, ranking among the top three in China's beverage industry by production and sales. By 2020, this figure had fallen below 15%, with ready-to-drink tea surpassing juice at 21.12% to claim the third spot. Despite this decline, new tea brands continue to launch fruit-based drinks that are widely popular, indicating a complex market dynamic. The juice industry faces contradictions: health trends and market potential versus stagnant sales, necessitating an upgrade from supply to product.
郑一鸣