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Inventory, Distribution, Observation, Assessment, Attack, Activation, and Protection: A Deep Dive into Key Issues in New Product Launches!
New product launches may appear to be strategic and tactical issues with ever-changing rules, but they deeply reflect a company's overall strategic thinking. For FMCG new product launches, speed is paramount, followed by systematic execution, regional and resource focus, and single-point breakthroughs. This article provides practical insights into the dynamic process control of new product launches—covering market inventory, distribution, observation, assessment, attack, activation, and protection—to offer guidance to FMCG companies.
王传才Discover Market Problems and Create Incremental Opportunities | A Checklist for Regional Managers' Market Visits!
This article discusses how regional managers can effectively visit markets. It emphasizes the importance of going with specific anomalies or issues to investigate, conducting experiential visits across channels and tiers, gathering detailed information on both own and competitor products, engaging in deep conversations to uncover pain points and opportunities, and providing timely feedback to distributors. The goal is to move beyond superficial visits that rely on personal relationships and instead use data and professionalism to drive performance.
海游Yili Sets Sights on 100 Billion Target, Expected to Exceed Growth in 2020!
In 2014, Yili set a goal of becoming one of the top five global dairy companies with revenue of 100 billion yuan by 2020. Through hard work from 2015 to 2019, Yili has consistently broken its own records. In December 2019, Yili's 2020 Global Partners Conference concluded successfully in Sanya, Hainan, delivering a satisfactory report card, making the 2020 goal within reach.
New DistributionManufacturer Regional Manager's KPI ≠ Distributor's Business Goals?
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, the traditional channel model in FMCG is under pressure, with sales hitting bottlenecks. New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology, launches the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods. Manufacturers and distributors are like a loving and fighting couple, sharing common interests yet conflicting, leading to inefficiency and high costs in the traditional channel value chain.
高松Practical Guide | Eight Pain Points Hindering Frontline Sales in Launching New Products, with a Checklist for Using Tools to Boost "New Product Promotion" Efficiency!
This article analyzes the challenges frontline salespeople face when launching new products, using real-world scenarios to highlight eight common pain points. It then provides a detailed guide on how digital tools can enhance new product promotion efficiency, including product knowledge training, real-time market data, consumer profiling, and sales competitions.
邢仁宝Nongfu Spring's New Sparkling Water Hits the Market: What Do Distributors Think?
Nongfu Spring has launched a new sparkling water in 410ml bottles, available in lemon and white peach flavors, marketed as natural mineral water with no sugar, no carbonation, and weak alkalinity, priced at 4 yuan per bottle. The product was piloted in early November and planned for national rollout by the end of November, but according to New Distribution, the launch has not gone as smoothly as planned: many regions still lack stock, and some distributors are reluctant to order. This article explores the reasons behind distributors' hesitation.
澄韵Why Are You Rejected in Sales? It's About People, Product, Competition, Benefits, and Needs
Twenty years ago, salespeople with products could go anywhere and have their way; ten years ago, products alone weren't enough—they needed promotions or gifts; now, products have become a hot potato, and frequent rejections make many salespeople doubt their career choice. In sales, rejection is common, but salespeople should adjust their mindset and find the real reasons behind customer rejections.
陈晓明Practical Guide | Managing Promoters at Retail Stores/Outlets
This article discusses the management of retail promoters, who are increasingly vital for brands competing in large retail chains. It covers the value of promoters, the pros and cons of full-time vs. part-time promoters, different work formats with corresponding KPIs, and challenges in managing this workforce.
海游Suning Xiaodian's Sprint: Closing and Adjusting Some Stores, Piloting a Partner System
After more than two years of rapid expansion, Suning Xiaodian is now adjusting its strategy by closing and optimizing some stores. Industry insiders point to issues in site selection, operations, and supply chain, but the root cause is Suning's lack of convenience store experience and its costly expansion before refining its business model. The company is also piloting a partner system to boost employee motivation, though its effectiveness remains to be seen.
张晓荣Coca-Cola Commercial Marketing Director Wang Cheng: Looking at 'Innovation' from Another Angle
Before reading, consider: 1. What is innovation? 2. How do users view innovation? 3. Does innovation require ideas? 4. Can innovation that can be implemented create value? -01- What is innovation? Innovation must have different meanings in everyone's mind. Here is my understanding: First, innovation must be about certain things, such as products, processes, services, and methods. Second, innovation makes these things different, such as more convenient, faster, cheaper, and more efficient. But conversely, is more complex also innovation?
王成Orders, Reconciliation, Execution, Business Management... On the Necessity of Digital Transformation in the KA Channel
In recent years, there has been much discussion about digital transformation from various perspectives, including conceptual, managerial, operational, and practical angles. Regardless of the angle, digital transformation is a trend and a topic that is explored through practice, with its meaning constantly evolving. Different enterprises and departments have different understandings of it. Facing digital transformation, enterprises should consider three questions: Why transform? What goals to achieve? How to transform? The first issue to address is the mindset, i.e., clarifying the necessity of transformation.
刘红How to Conduct Annual Performance Reviews? 10 Heartfelt Words for New Managers
A few days ago, we shared about how to set KPIs, emphasizing that managers should never set unattainable goals for subordinates. Otherwise, during annual reviews, even if subordinates work hard but fail to meet targets, managers face a difficult choice: whether to give full bonuses. A reader then shared a representative problem he encountered as a manager implementing his company's '271' performance review principle, which we discuss here.
刘润Practical Guide | A Thorough Explanation of the Core Operations of a Trading Company!
All business is essentially about financial accounts; a distributor's business is a quasi-financial operation. From the perspective of the income statement, brand owners play different contributing roles; from the balance sheet perspective, they form different combinations. Background: Dazhong Company is an important distributor of Tiantian Candy. This year, Tiantian Candy's sales at Dazhong are 49 million yuan; Tiantian requires a growth of 5 million yuan this year, reaching 54 million yuan. Account manager Li Hong has made a military pledge with the company to achieve the sales target.
王烈Monetizing Traffic? Sorry, You Are the One Being Monetized
The article argues that the current obsession with 'traffic' in business is misguided, as traffic itself is not a reliable path to profit. It warns that companies focusing solely on traffic acquisition often become the product being monetized by platforms, and advocates for a return to value creation and long-term professional marketing strategies.
苗庆显Snow Beer's Hou Xiaohai 'Without Reservation': What Exactly Is the New Era Strategy for the Snow Brand?
Should beer learn from baijiu in branding? Hou Xiaohai reveals Snow's 'decisive' strategy. Since 2017, Snow Beer has embarked on a new round of strategic layout, focusing on brands rather than capacity. From 'Facial Makeup' and 'Ingenuity' to 'Black Lion White' and 'Mars Green', these new brands, along with Heineken acquired by Snow, form a brand 'dream team'. Against the backdrop of a warming and upgrading Chinese beer market, this brand strategy will impact the industry's 'decisive' landscape...
云酒The Thirty Laws of an Excellent Sales Manager
This article outlines thirty laws for sales managers, covering responsibilities, human nature, problem-solving, team building, training, management, and thinking. It emphasizes making ordinary people achieve extraordinary results through systems and standards, rather than relying on individual heroics.
刘春雄From Barren to Thriving: In Just 20 Years, He Led China's Food Industry to Second Globally
Over 70 years of trials and transformations, China's food industry has evolved through stages of recovery, slow growth, rapid expansion, and innovation-driven development, now striding towards high-quality growth. At the 2019 China Food Industry Entrepreneurs Annual Conference held in Zhengzhou, awards were presented to entrepreneurs who significantly influenced the industry's progress over seven decades.
New DistributionInsights | The Standard for Top Sales Talent Is Not Idealized, but Based on Internal Excellence Benchmarks!
A former leader proudly shared how he became marketing director by highlighting that he had developed five sales managers from his team, two of whom were named annual outstanding sales managers. This illustrates that the real competition among enterprises is for talent, and a manager's qualification is measured by the number of capable leaders they cultivate. The article discusses how regional managers often struggle to find ideal sales talent due to flawed hiring criteria, and proposes five hidden criteria for selecting top performers, along with practical recruitment and attraction strategies.
海游Open a Store for 50,000 Yuan, Recoup Investment in 3 Months: Snow+ E-Cigarette Franchisee Reveals Profit Secrets
This winter, Hohhot businessman He Wei expanded his five Snow+ e-cigarette franchise stores to ten. "I will open 12 stores before New Year's Day next year," He Wei said. By the end of 2019, Snow+ will become the e-cigarette brand with the most franchise stores in Hohhot. The 55-year-old He Wei has experience in opening multiple chain franchise stores, including internet cafes and billiard halls. His first store was opened in the summer of 2019, with a cost of no more than 50,000 yuan, and the cumulative revenue in the first two months reached about 100,000 yuan. Snow+ operating data shows that in 2019, 85% of all Snow+ franchise stores recouped their investment within three months.
New Distribution30-Year-Old Want Want Refuses to Grow Old!
Want Want Group, known for its iconic Want Want milk and snacks, faced declining revenue and profit from 2014 to 2016. In response, the company launched a new health-focused brand, Fix XBody, in September 2019, aiming to reinvent itself and connect with a new generation of consumers.
FBIF60% Repurchase Rate, 100% Sell-Through: How Did This Small Walnut Achieve It?
China has become the world's largest producer and consumer of nuts and roasted seeds, and also the fastest-growing country. In recent years, the nut industry has maintained double-digit growth annually. However, rapid expansion has led to severe homogenization, intense competition, and declining profits. How to win in this brutal red ocean? The answer is differentiation. Lvling Roasted Walnuts has carved a path of differentiation from product to channel to marketing since its inception. Today, Lvling Roasted Walnuts boasts a repurchase rate exceeding 60% and 100% sell-through, making it the undisputed king in this niche.
New Distribution60% Repurchase Rate, 100% Sell-Through: How Did This Small Walnut Achieve It?
China has become the world's largest producer and consumer of nuts and roasted seeds, as well as the fastest-growing country in this sector. In recent years, the industry has maintained double-digit growth annually. However, rapid expansion has led to severe homogenization, intense competition, and declining profits. The answer to winning in this brutal red ocean is differentiation. From product to channel to marketing, Lvling Roasted Walnuts has carved out a differentiated path since its inception. Today, with a repurchase rate exceeding 60% and 100% sell-through, it has become the undisputed leader in this niche segment.
New DistributionHow Jinmailang Uses "Water" to Capture Terminal Traffic!
Jinmailang's "water not landing" strategy uses low-priced bottled water to build brand awareness and create a private traffic pool, enabling efficient terminal distribution and driving sales for other products. The approach optimizes costs by eliminating intermediate links, with a focus on price management and profit integration.
海游“First-tier brands have thin profits, second-tier brands have weak terminals, and third-tier brands die fast!” How should distributors choose products correctly?
Recently, I was invited by a friend to discuss how distributors choose products, so this article will talk about product selection. A distributor's ability to make money is directly related to their product portfolio. It is irresponsible to select products without maximizing portfolio profits and to lead your team towards prosperity without a clear plan. So how exactly should one choose products to sell?
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