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New Marketing Organization Transformation: Evolving from B-end to C-end Organizations
At the 2017 Chongqing Autumn Sugar Fair, Liu Chunxiong proposed the term 'New Marketing' and the framework of '4P as Communication'. This article contrasts traditional B-end organizations with new C-end organizations, tracing the evolution from sit-selling to mobile-selling to connected-selling, and argues that organizations must shift focus from channels to consumers.
方刚Case Study: A County-Level Beverage Distributor with Annual Sales of 3 Million Yuan Suddenly Increased Sales 10-Fold—What Did He Do?
In Dancheng County, Henan, a distributor controlling 382 outlets achieved annual sales of about 3 million yuan for a beverage brand. After a consultant suggested he could easily double sales, the distributor was skeptical. By calculating the total number of outlets in the county (using population divided by 400) and conducting field research, they discovered only 23% of outlets were covered. The distributor then focused on increasing outlet coverage, eventually achieving 100% coverage, which led to a single product generating 11 million yuan in annual sales and total sales exceeding 30 million yuan.
王冠群I heard that salespeople earning 20,000 a month all use this 'dumb' method...
A friend of mine in the food industry was tasked by his boss to handle tough secondary distributor issues, working from 6 AM to 9 PM daily. He had no special tricks, just diligence, and rose from basic sales to manager. His persistence in visiting clients, even when ignored, eventually won them over.
魏庆17-Year-Old Expiring Products: Four Ways to Deal with Them!
Expiring products are a headache for distributors. How to handle them has always been a tough problem. Conventional methods like bundling, discount sales, and plaza promotions are rigid and lack appeal, failing to get good market feedback. Recently, reporters learned that some distributors are thinking creatively, modifying conventional approaches to fully utilize the final energy of expiring products and create as much added value as possible. They are turning them into promotional resources to boost brand reputation, strengthening terminal cooperation, enhancing employee benefits, and expanding sales channels.
张玉Lotte Mart's Struggling China Business: A Sale to Liqun?
Liqun Group, a major retailer in Shandong, announced on March 2 that it was planning a major strategic cooperation agreement, leading to a trading halt. Speculation arose that the move was linked to acquiring Lotte Mart's China operations, though Liqun denied the connection. Lotte Mart, suffering heavy losses due to the THAAD dispute, has been seeking a buyer for its Chinese stores.
New DistributionChen Qian of Ubrew: How to Build a Craft Beer Brand with New Strategies
Chen Qian, co-founder of Ubrew (China) Craft Beer Co., Ltd. and founder of Xianzha Shansong, is a post-90s returnee. Craft beer culture originates from Europe and America, where it accounts for 12% of the U.S. market, but less than 0.1% in China. Chen and her team built Ubrew, a high-end craft beer factory and brand, and launched Xianzha Shansong to deliver fresh craft beer within 30 minutes, targeting young consumers seeking individuality.
New DistributionIron Rule for Talent: Pay 80% of Compensation to 20% of People
In the movie "A World Without Thieves," Ge You famously said, "What is the most important thing in the 21st century? Talent!" Even a thief knows the importance of talent to a company. However, many people leave their jobs because companies don't know how to maximize the value of their talent. From long-term management practice, we have summarized three principles for using talent: lean staffing, preferential treatment, and the 80/20 rule.
孙陶然New Product Strategy: Lower Prices to Boost Sales, Use Scale to Cut Costs!
Years ago, while serving a company, we identified a new category as a future trend but with slow growth. We advocated for a separate department to operate independently; the next year, sales quadrupled, and we then proposed merging departments. Some questioned our logic, but we explained that separation aims for growth, while merging aims for profitability, each with its own stage-specific goals. This logic involves breaking a complex task into stages, using future cost pricing to lower prices for rapid volume, then leveraging scale to reduce costs, cycling to increase sales and decrease costs.
刘春雄Delivering Without Merchandising: Markets Will Die One by One!
A story is told about a salesperson who, when delivering goods, found the store shelves full and simply placed the products in the warehouse. On subsequent visits, he never checked the store or the product placement, only asking the owner if the products were sold out. The owner, embarrassed to say the products were still in the warehouse, claimed they weren't selling. This illustrates that merely delivering without proper merchandising, regardless of product quality, will not generate sales.
师顺宽Distributors | How to Improve Product Distribution Rate? 7 Methods and 15 Tips
To achieve good sales, products need to improve distribution, but we often encounter situations where terminals are not active in distribution. Here are methods to get terminals moving. 1. Alleviate concerns: Small terminals have limited funds, order small quantities per time, and order frequently; they have poor risk resistance and are cautious in operation, often skeptical of new products. Manufacturers can take appropriate measures to alleviate the concerns of small retail terminals and mobilize their enthusiasm for ordering.
朱志明Research | How Will Blockchain Affect Food Safety?
Blockchain technology, often associated with cryptocurrencies like Bitcoin, is increasingly impacting various industries beyond finance. This article from CB Insights explores how blockchain can revolutionize food safety by enhancing traceability and transparency in supply chains, with examples from major retailers and startups.
星河互联How Should Distributors Manage High-Paid Professional Managers?
As distributors' businesses grow, owners may lack the capacity to manage everything alone and hire professional managers, but this brings greater management risks. These 'second bosses' can cause problems if not managed properly, so distributors need to adopt sound mindsets and scientific management approaches.
潘文富Do You Know the Core Differences Between Outstanding and Ordinary Employees?
This article outlines ten key differences between ordinary and outstanding employees, covering aspects such as initial job focus, problem-solving, execution, personality, after-hours habits, work priorities, customer communication, perspective, handling criticism, and career planning. Outstanding employees prioritize learning and experience, proactively solve problems, maintain good relationships, plan their work, understand customer needs, think strategically, accept feedback, and have clear career goals.
New DistributionReal Cases: Four Approaches and Evidence for the Transformation of Small and Medium Wine Merchants in the New Retail Environment
This article discusses the challenges and opportunities for small and medium wine merchants in the new retail era, presenting four real cases of successful transformation: a wine shop that turned into a nightclub, a distributor using digital technology, a focus on old wine tasting experiences, and a company advocating high-quality living. These examples illustrate strategies such as social interaction, digital tools, niche markets, and consumer experience to adapt and thrive.
李鑫文How to Develop New Customers? Learn "Group Development"!
The market always has gaps, and new customer development should be ongoing, especially for small non-KA, non-chain terminals. Traditional methods rely on salespeople's initiative, but often fail. The solution is "group development," which breaks down the work into standardized tasks assigned to different roles.
潘文富The Problem of Falsified Expense Reports by Sales Staff!
Sales staff falsifying expense reports is, strictly speaking, a form of occupational crime and fraud, a common issue in almost every company. To effectively curb this, it's essential to understand the reasons behind such behavior, which include unreasonable income, ineffective financial auditing, and insufficient penalties. Measures to increase the cost of such crimes include making it harder to use fake receipts, encouraging mutual checks among employees, and publicly reporting offenders.
潘文富How to Make a 2018 Distributor Development Plan?
This article provides a step-by-step guide for distributors to create a development plan, covering aspects such as setting time frames, involving multiple stakeholders, defining goals, breaking them down, and establishing supporting mechanisms. It emphasizes the importance of regular reviews and contingency planning to adapt to changing circumstances.
潘文富Low-Price Strategy: Not Everyone Can Play This Game
Many believe that offering the same quality at a lower price guarantees market success, but this is not necessarily true. This article explores why high-price strategies often prevail, and outlines the key prerequisites for a successful low-price strategy, such as channel advantages, high transaction volume, innovative profit models, cost advantages, and consumer mindset shifts.
小云兄A Good Manager's Daily, Weekly, and Monthly Work Schedule: How Many Have You Done?
Click 'Read Original' to sign up. Being good at interpersonal skills and doing things well can advance your career. As a manager, what must you do to be both a good person and a good manager? What qualities are most important for success and longevity? Daily must-dos include summarizing your day's tasks, planning tomorrow's key work, understanding at least one department's sales progress, and identifying company weaknesses.
New DistributionMengniu and Six Walnut distributors 'moonlight' in urban distribution: How did they get local peers to put their goods in their warehouse within six months?
FMCG distributors are caught between a rock and a hard place, facing competition from foreign and regional convenience store chains on one side and e-commerce giants on the other. New Distribution has been helping distributors upgrade their channel digitization, and in 2018, it will go further into the front-line market to visit successful distributors and share their practical cases on how to navigate the future.
赵波 袁来In Sales, You Need Deep Thinking More
The time you invest determines your results; if you abandon time, time will abandon you. In sales, the biggest fear is constantly thinking about how to 'change others.' This article explores the knowledge, attitude, skills, and self-management required for sales success.
New Distribution2017 Food & Beverage Industry Performance Forecast Roundup! Modern Dairy Losses 900 Million, Black Sesame Up 941.67% Year-on-Year!
Performance is a key measure of a company's success. As February arrives, listed companies are entering the peak season for releasing their 2017 annual reports. So far, dozens of food companies have issued performance forecasts, with some like Haoxiangni showing impressive results and others like Modern Dairy experiencing significant declines. This article compiles the 2017 performance forecasts and express reports from companies in the food and beverage sector, offering a first look at how these listed food companies performed over the past year.
New DistributionSales Staff: Should They Work Hard First or Get a Raise First?
The two hardest things in the world are: getting money from your pocket into mine, and getting my ideas into your head. These involve two core factors: the pursuit of interests, where nearly everyone wants to maximize their gains, and the symmetry of understanding, where almost everyone views the world through their own eyes, analyzes affairs with their own experience, and understands others with their own thinking patterns. Since people occupy different positions, their perspectives differ, leading to asymmetric understanding, which is the root of disputes.
潘文富How to Become a Regional King in B2B?
From August to October 2017, New Distribution conducted a survey of 22 major cities across China, systematically investigating the coverage, penetration, supply chain organization, platform operations, delivery capabilities, and service visits of various FMCG B2B platforms in different regions. In the Chongqing market, besides national platforms like JD.com, Alibaba, and Zhongshang Huimin, local FMCG B2B platforms also showed impressive data. The local platform Yishenghuo even outperformed national giants like JD.com and Alibaba in multiple dimensions such as penetration and coverage, achieving the top competitiveness in Chongqing's FMCG B2B market.
赵波 刘少德