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Distributor Compensation and Performance Plan + Twenty Strategies for Sales Growth Course Launches!
This course addresses pain points such as preventing sales staff from helping customers demand promotional policies from bosses, using zero base salary to boost warehouse logistics efficiency, and motivating employees to take initiative. Through hands-on coaching, participants will develop customized compensation, performance, and points-based management plans for distributor businesses, logistics, and finance staff, aiming to align employee and boss interests and increase net profit.
王晓彤8 Years in a 5th-Tier City: How He Used Equity + B2B to Grow Sales from 0 to 500 Million
Fan Xiaocai, a distributor in Tongren, a 5th-tier city with only 4.3 million people, has grown his company's annual sales to an expected 500 million yuan in 8 years. By leveraging a betel nut brand to secure 12,000 retail outlets, then expanding into FMCG with a large sales force, employee equity incentives, and a B2B platform, he achieved remarkable growth.
李青林City Manager Chases KPIs, Distributor Chases Profit: How to Reconcile?
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, the traditional channel model in the FMCG industry is under pressure, with sales hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology Business School, launches the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. (This is the eighth in the series.) The essence of channel transformation for empowering marketing organizations in FMCG is downward delegation, fighting a war commanded by squad leaders.
高松Small Distributors Can Grow Big, Big Distributors Must Become Strong, Strong Distributors Must Go Beyond! Here's How...
The food industry, closely tied to daily life, has a large overall market. After years of rapid growth, it now features increasingly complex competition and rising costs with shrinking profits. Distributors at different levels are concerned about how small ones can grow, big ones can strengthen, and strong ones can transcend their limits.
陈彦华Behind Nestlé's Major Slimming Down: How Big Brands Should Face China's Consumption Upgrade
Nestlé has sold off over 130 billion yuan worth of businesses in recent years, raising questions about its strategy. As big brands face China's consumption upgrade, they must adapt to a U-shaped market where mid-market players struggle, and embrace agility to thrive.
天合商学院Yili Launches Plant-Based Milk, Nongfu Spring Pushes Plant-Based Yogurt: When Will the 'New Darling of Dairy' Scale Up?
In December 2019, Yili's Shixuan launched a plant-based milk series, introducing three premium products including high-protein soy milk, upgrading from soy milk to plant-based milk. In May 2019, Nongfu Spring launched three plant-based yogurts, creating its first plant-based yogurt brand. Other players like Uni-President, Dali, Mengniu, and leading soy milk powder brands such as Weiwei, Heiniu, and Beidahuang have also entered the plant-based milk market. Even Joyoung launched its Modoujiang series of boxed soy milk. With beverage brands and established dairy companies continuously launching new products, and soy milk powder enterprises upgrading their offerings, the plant-based trend is surging. But why are plant-based products so popular, and how will they develop in the future?
阿图Distributors Must Read | 7 Strategies to Defend Your Capital Chain
Distributors often complain about insufficient funds, which hampers business growth, reduces profits, and may even lead to failing annual targets. This article analyzes the external and internal causes of cash flow problems and offers seven practical strategies to help distributors secure their capital chain.
唐江华Which Part of Your Sales Are You Losing? Where Will New Sales Come From?
The market has entered a stock phase, making incremental growth hard to find; your gains are others' losses. So, how do you find your growth source? Where does incremental growth come from? This article discusses two questions: where sales have gone from a macro perspective, and where sales come from from an enterprise perspective.
刘春雄How Should Top Brands Conquer the Lower-Tier Market?
On July 26, 2018, Pinduoduo went public on NASDAQ, bringing the term 'lower-tier market' into the spotlight. The success of companies like Pinduoduo and Guming Tea, which focus on small-town markets, has surprised businesses that concentrate on first- and second-tier cities. This article analyzes what the lower-tier market is and how to effectively enter it, using Coca-Cola's approach as an example.
潘利华How Can Distributors Quickly Determine Whether a Store's Product Mix Is Reasonable?
When a store's performance is poor, the first step should be to use data analysis to identify problems in the product mix, rather than assuming which categories are problematic. The following case illustrates this approach.
高勇Sales Revenue Tripled, Yet Delivery Drivers Halved: How Did She Do It?
Liaoning Anshan Hongye Hengda Trading Co., Ltd., founded in 1996, became the general agent for Arawana (under Yihai Kerry) in 2004, and by 2009, it was the first distributor in Northeast China to exceed 10,000 tons of small-pack oil. From 2013 to 2019, annual sales grew by 350% and average net profit by 500%. Despite being in a third-tier city, it ranks first in sales of Arawana Vitamin A Pure Fragrant Soybean Oil among hundreds of cities nationwide, and first in rice, flour, and dried noodles in Northeast China.
新经销公开课Reflections on Haidilao's New Yogurt Launch: How to Judge Whether a Product Has Explosive Potential
Recently, news of Haidilao launching a new yogurt product caught attention, with several comments expressing interest in becoming distributors. Before investing resources, it's essential to assess whether a product has the attributes of a bestseller. This article analyzes Haidilao's yogurt through the three elements of a hit product—selling well, selling fast, and selling at a premium—and discusses how to judge a product's potential and what constitutes a brand.
苏醒Transforming Manufacturer-Dealer Cooperation from 'Control' to 'Empowerment': Three Key Levers—Product Upgrade, Competitive Benchmarking, and Organizational Activation
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, traditional FMCG channel models are under pressure, with sales hitting bottlenecks. In response, New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology, launched the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods. This article, the seventh in the series, details how a dealer achieved remarkable results by shifting from control to empowerment, focusing on product upgrade, competitive benchmarking, and organizational activation.
高松Hot Topics | Mengniu Invests 745 Million Yuan in Miaokeland; 'Jiangxiaobai' Wins Lawsuit; Application for Compulsory Liquidation of China Red Bull Rejected
Mengniu invested 745 million yuan to acquire stakes in Miaokeland, becoming a major shareholder of the first cheese stock. The Supreme People's Court ruled that the 'Jiangxiaobai' trademark belongs to Jiangxiaobai Company, ending a seven-year dispute. Beijing High Court rejected the appeal to force liquidation of China Red Bull.
New DistributionSales Growth in 2020: Sales Are Squeezed Out
Lu Xun said that time is like water in a sponge; if you are willing to squeeze, there is always some. Similarly, sales are like water in a sponge; if you are willing to squeeze, there is always some. For example, Jinmailang's recent performance has been outstanding because they squeezed sales out of traditional channels. Sales are squeezed out, in contrast to 'sales are pressed out'—relying on channel stuffing no longer yields sales, but squeezing channels can still produce sales. The exemplar of squeeze-style growth is none other than Jinmailang. Their deep distribution started in 2003, and by 2014, although there was still no substitute, the traditional approach had become ineffective. Now, Jinmailang is giving deep distribution a new highlight.
刘春雄Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来2020, the Unexpected Death of an E-Cigarette Company
After four months of preparation, team building, marketing, and channel expansion, Su Rong never expected his last meeting with his boss Yan Jia to be at a police station. The reason was that Yan Jia went to a CVS store to retrieve their disposable e-cigarettes, but the store owner didn't recognize him and refused to return them, insisting that the channel guy who had stocked the products come. In a panic, Yan Jia called the police, and the store owner, Yan Jia, and Su Rong all ended up at the police station. Yan Jia's reason was poor sales, so he wanted to take the products back. But Su Rong didn't understand...
格物消费2020 Sales Growth: Selling 'More' or Selling 'Pricier'?
The article discusses the shift from volume-driven growth to value-driven growth in China's FMCG industry, using examples like instant noodles and beer to illustrate how companies are moving from selling more products to selling higher-priced ones. It emphasizes the importance of structural growth, early positioning in new mainstream price bands, and the need for marketing sophistication to succeed in selling premium products.
刘春雄"Management" is a Common Malady among Distributors—It Needs a Cure!
Since ancient times, doing business has been three parts luck and seven parts management. Now, the overall environment is clearly not what it used to be, which has led many operators to increase costs in their business management, hoping to make things easier for themselves. Little do they know, the more they manage, the harder it gets; the more they control, the more chaotic it becomes. If this continues, costs will rise indefinitely while sales fail to improve—where's the profit? Recently, the author visited several distributor companies and discovered many issues in their management. Below are some common problems and solutions for mutual encouragement: -01- Having goals...
陈晓明How to Win Steadily in China's Food Industry in 2020: Insights on Potential Consumer Groups and Growth Strategies
As 2019 draws to a close, the Chinese food and beverage market is undergoing dynamic consumer stratification, with emerging local brands challenging established giants. This article synthesizes insights from Kantar Worldpanel, Nielsen, and Accenture to outline key consumer groups and strategic recommendations for 2020.
FBIFAI Light Illuminates the 'Perfect Store'
In the FMCG industry, with numerous categories and diverse channels, effectively covering and managing channel pathways is crucial for solving the equation 'Sales = Distribution × Sell-through'. While expanding store coverage, it is vital to ensure vivid in-store displays to boost sell-through. The concept of the 'Perfect Store' emerges to address how to achieve more single-store sell-through through极致 visual merchandising in limited key channels.
New DistributionAchieving 300 Million in Sales in 2 Years: How One FMCG B2B Platform Grew Against the Tide in the 'Deep Water' Period
In 2019, distributors faced a tough year as market downturn and internet disruption forced transformation. While many traditional distributors failed in their B2B pivot due to incomplete product ranges, weak customer loyalty, and poor logistics, Xi'an-based Jiapin Yunshi achieved over 300 million yuan in sales in just two years by focusing on product strength, efficient supply chain, and excellent store service.
李青林How to Achieve Hardcore Growth in 2020? Kotler and Nine Marketing Gurus Offer Their Advice!
The 'Hardcore Growth: Reshaping the Profit Growth Engine - Kotler 2020 New Year Strategy Forum' hosted by Kotler Marketing Group (KMG) will be held on January 8, 2020, at The St. Regis Shenzhen. Milton Kotler, Global President of KMG, will share new insights on marketing and growth strategies, and has invited 10 industry authorities and trend experts to advise on corporate marketing strategy and hardcore growth for 2020. Registration is now open for the event.
科特勒学院Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来