TOPIC ARCHIVE
Management & Methods articles
管理/团队/方法论
Browse 3961 New Distribution articles about Management & Methods.
Published articles
3961 articles · Page 85 of 166
Discount Promotions: How to Do Them Without Hurting Your Brand?
A tea merchant found that sales surged after a holiday promotion, leading to an addiction to discounts. However, repeated promotions trained customers to buy only when discounted, making normal-price sales impossible. After calculating the ROI, the merchant cut the product line and gave away inventory as gifts. With year-end holidays like Double 11, Thanksgiving, Double 12, Christmas, New Year, and Spring Festival approaching, marketers have many reasons to plan discounts, but some promotions boost brands while others self-destruct. This article analyzes when discount promotions work best and how to avoid brand damage.
包思成20 Years, Sales Up Over 600-Fold: In Tibet, He Sold 'Red Bull' to Every Household!
Starting from zero, China Red Bull has become a standout in Tibet's FMCG industry, with sales exceeding 2 million cases and annual revenue over 200 million yuan after more than 20 years. Despite competitors entering the market, Red Bull remains unbeatable, thanks to its dual focus on quality and brand promotion, as well as the dedication of its Tibetan distributor, Fan Fangting.
New DistributionHeads Up: Two Consecutive Guangzhou Public Courses by Teacher Wei Qing!
Exclusively hosted by Teacher Wei Qing's own company, Guangzhou Lizhishi Consulting Co., Ltd. (sole host, no co-organizers). The course theme is 'Spring Festival Stock Pressure Management & New Year Increment Planning', covering management logic models, methods, and tools. Payment details, course location, date, target audience, fees, and promotional policies are provided.
New DistributionHow to Accelerate Sell-Through at the Terminal? Finding the Top 50 Stores Is Key
A common problem in the FMCG industry is that products are distributed, displayed, and promoted, but they don't sell through. This article introduces a method called 'New Product Sell-Through Top 50 Stores' to accelerate sell-through speed, based on a course by Teacher Wei Qing.
魏庆Zhongke Shangruan Wang Shenbing: How to Build a Regional FMCG Platform
In the current era, consumption, brands, supply chains, and small stores are all undergoing transformation and upgrading. Consumption upgrading means consumers have changed, the main purchasing force has changed, and what they buy is different. This also means that if we still operate according to the old distribution model, it won't work. Distributors are in an awkward position, caught between supply chains and small stores, and manufacturers may abandon us because with various opportunities emerging, the temptation of 'better deals' is very strong. Platforms like Alibaba, JD, and Huimin are providing brand services directly to brand owners, so if brand owners are all connected to them, where will our point be in the future?
王神兵Ge Junzhen: Performance Management for Sales Teams
Performance management is a crucial component of sales management, involving consensus between managers and employees on goals and methods, motivating and assisting employees to achieve excellent performance, and ultimately improving both individual and company performance. It is distinct from performance appraisal, which is only one part of the broader performance management system.
戈军珍Lu Yuan: Application of "Partner" Information System under New Retail
The 3rd "FMCG + Internet Conference" hosted by New Distribution was held on November 8-9, 2017 at the Yuelai International Convention Center in Chongqing, attracting thousands of distributors, manufacturers, and internet companies. The following is the speech by Lu Yuan, Information Director of 36524, at the conference, organized by New Distribution for readers.
鲁媛Alibaba's Yang Hua: Trees Make a Forest, Streams Merge into the Sea
At the 3rd FMCG + Internet Conference held by New Distribution in Chongqing on November 8-9, 2017, Yang Hua, General Manager of Alibaba Retail Link West Region, shared Alibaba's B2B solutions. He emphasized that traditional vertical distribution will evolve into a networked model driven by data and technology, and that Alibaba aims to coexist and empower distributors rather than replace them.
杨华How a Promising Brand Textbook-Style Ruined Itself
A distributor's complaint about a brand's quality issues and market chaos leads to an analysis of how the brand's own actions, including squeezing its OEM and tolerating gray market sales, caused its decline.
你好凯蒂Turning Around the Toughest Market in a Week: Sales Up Tenfold!
At the start of this year, I joined a southern food group as an FMCG beverage salesperson, working in townships with second-tier distributors. After six months of hardship, I was transferred back to the city and assigned to District A, where five salespeople had failed in a year. After analyzing the situation, I visited stores dressed as a market supervisor's assistant, listened to complaints, and then returned to offer solutions, boosting sales from 30 to 1800 cases in four days—a tenfold increase.
New DistributionNew Player in B2B E-commerce: How Does Guoan e-Shop Connect the Industry Chain?
On October 27, Guoan e-Shop held its launch conference in Xuzhou, themed 'Building an Innovative New Retail Supply Chain Platform.' The platform aims to integrate the industry chain, empower small and medium retail terminals, and facilitate efficient distribution for brands and distributors.
New DistributionWhat to Do When a Top Employee Wants to Go Solo?
How to recruit, utilize, and retain talent is a common dilemma for distributors in organizational development. When a top employee's growth outpaces the company's capacity, the partnership faces challenges. This article shares a case where a distributor helped an employee become a franchisee, turning a potential loss into a win-win cooperation.
陆兴武Three Squirrels Suspends IPO Amid Growth and Investor Pressures
As of October 19, 2017, the latest IPO review status from the CSRC shows that Three Squirrels is under suspension of review, marking a temporary halt to its listing process. The suspension falls under circumstance four, where the issuer voluntarily requests suspension or other reasons prevent the review from proceeding. Notably, Three Squirrels had signed agreements with investors regarding the listing timeline; if the IPO remains suspended after two months, these agreements will automatically trigger, granting investors rights such as repurchase options.
程鹏飞 文刀Qiu Hao: Founding Laidian, Equipping Stores with Dianchi, Empowering Retail Professionals
Recently, as media outlets such as 36kr, CBN, IT Ear, and Liewyun have successively reported, the company 'Laidian' has gradually entered the view of retail professionals and investors. Founder Qiu Hao, who has served China's retail industry for over 15 years, holds unique insights into the industry and its informatization. By founding 'Laidian', he aims to grasp the unchanging essence amidst constant change.
New DistributionHow Should Distributors Leverage Their Own Resources to Build a New Regional Supply Chain System?
As regional supply chain platforms are being built with great enthusiasm, the discussion continues over who is playing the vanguard role in the FMCG channel transformation. Each distributor has different advantages and implementation processes, but the direction and destination are clear and unified. This article discusses how distributors can build regional supply chain platforms based on their own strengths and resources. Distributors all want to build their own platforms, but with so many platforms and unfamiliarity, what kind of platform is suitable? Self-operated unified distribution platform? Self-operated plus matchmaking? Matchmaking platform? Or others...
王神兵The Death of Xin Yi Jia: From 18 Billion Yuan Annual Revenue to Founder Fleeing with 1 Billion Yuan Debt—Who Is to Blame?
As one of the former 'Big Three' supermarkets in Guangdong, Xin Yi Jia seized the opportunity of the industry's booming development but fell before the wave of new retail. Over 22 years, what elegy did it sing for the traditional retail industry? Xin Yi Jia ultimately met one of the most humiliating endings in the wave of supermarket closures. Before foreign supermarkets like Walmart and Carrefour entered China, Xin Yi Jia, which opened its first store in Shenzhen in 1995, was already a representative of discount supermarkets. At its peak, its annual sales reached 18 billion yuan, once ranking alongside China Resources Vanguard and Renrenle as one of Guangdong's supermarket giants.
梁楚童@广州Retail Link's First Tmall Double 11: Alibaba's Lin Xiaohai Says New Retail Strategy Is Being Fully Implemented
Can offline consumers also enjoy the Double 11 shopping frenzy? Yes! Starting from November 1, you may feel the charm of Tmall Double 11 Global Carnival at the retail store downstairs, with internet-famous products and 250 million red packets, making the joy brought by new retail easily accessible. Alibaba's Retail Link business unit, participating in Tmall Double 11 for the first time, has launched the "Tmall Double 11 Store Carnival" plan, which will join hands with 600,000 retail stores, 50,000 gold stores, and 4,000 Tmall stores to reach 100 million consumers, providing them with the best shopping experience and jointly embracing new retail.
New DistributionHealthy Beverages Trending: How Heiniao Soy Milk Drives Sales!
Soy milk, the hottest beverage category in 2017, has seen new brands aggressively enter, old brands actively respond, and top-tier brands participate cross-industry, making the 'soy milk positioning battle' with a hundred-billion-yuan opportunity increasingly fierce. Heiniao Food, with 21 years of focus on soy milk R&D and production, launched its new Heiniao soy milk in June 2017, making a major impact. As of September 2017, the new product had gained over 3,000 intended clients in three months, with over 800 dealers having paid, and county-level markets seeing monthly sales exceeding 20,000 boxes.
New DistributionHow to Implement Deep Distribution in the Internet Era?
Deep distribution is a tactical system, not a strategic one. It serves as a sales accelerator and an offensive weapon for both traditional FMCG companies and internet firms (ground promotion). However, once it falls into a prolonged war or is used for defense, with excessive coverage and long battle lines, management difficulty increases and it will inevitably decline. The controversy over deep distribution has never ceased since its inception, with various voices of support and doubt. In recent years, with the advent of the internet era, there have been many voices predicting its decline, especially as many traditional companies skilled in deep distribution have seen performance decline, further fueling the debate.
方刚The Refined Egoist: Why You Can't Go Far?
In recent years, many people have been labeled as "refined egoists." The term was first coined by Peking University professor Qian Liqun, who described them as "highly intelligent, worldly, sophisticated, adept at performance and cooperation, and skilled at using the system to achieve their own ends." The prevalence of refined egoists is not due to intense competition, which exists in any era, but because being a refined egoist can yield decent returns in the short term. As for the long term, few are farsighted, and under continuous negative feedback in the short run, many waver.
子非鱼What Do Bosses Really Look for in Employees?
For private enterprise bosses, managing and employing people is more complex than making money. Most bosses want loyal, capable, and self-disciplined employees, but such perfect employees don't exist. The author argues that instead of trying to reform employees, bosses should match employees' traits—even their flaws—to suitable positions, and not retain employees for more than three years.
潘文富How to Drive Execution?
Year after year, we talk about execution, yet it remains difficult. Methods, concepts, tools, and systems are all in place; what's missing is consensus among stakeholders. Consensus breeds shared intent, shared intent enables collaboration, and collaboration leads to success. As the year ends, we review our achievements with joy, complaint, or anger—targets unmet, performance failed. How can execution be effective and self-driven?
高杰Mozzila's Innovation, Ambrosial's Harvest: Where Did Bright Fail?
Three years ago, the author often cited Mozzila as a benchmark for mainstream gear shifting. Now, Ambrosial has far surpassed Mozzila in sales, with last year's sales exceeding 10 billion and this year's projected to exceed 15 billion. The author argues that while product and brand are similar, the key differentiators are channel and team management, and that management rigor is crucial for success.
刘春雄Tsingtao Brewery Faces Midlife Crisis as Second Largest Shareholder Dumps Stake
As the post-90s generation begins to face their own 'midlife crisis', Tsingtao Brewery, China's second-largest brewer, is confronting a similar challenge. After eight years of partnership, Japan's Asahi Group is considering selling its entire 19.99% stake in Tsingtao, prompting speculation about industry consolidation and the future direction of the iconic brand.
朱亦丹