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1957 articles · Page 81 of 82
Reference: 2014 Beverage Brand Terminal Distribution Report
No matter how good the product or how much advertising, if the terminal channels are not stocked or are poorly stocked, all marketing efforts will be in vain. This statement may seem traditional and conservative in today's Internet-thinking era, but it still applies to FMCG companies and will continue to apply for a long time, especially for 'super' FMCG products like beverages. In August-September 2014, Digital 100 conducted a terminal outlet sample survey in 10 cities across China, checking over 800 outlets for categories such as drinking water, juice, carbonated drinks, tea drinks, herbal tea, milk tea/coffee, and plant protein drinks.
New DistributionScientific Task Setting: The Prerequisite for Win-Win Cooperation Between Manufacturers and Distributors
A case study: A well-known second-tier brand's energy drink developed a new distributor in City A. After a year of cooperation, the distributor successfully met sales targets, and the market performed well, giving the manufacturer 'hope.' As a result, the second-year task volume increased by 60% over the previous year, which the distributor found hard to accept and refused to sign the contract. To secure the contract, the manufacturer induced the distributor to sign temporarily by downplaying the contract's enforceability. The distributor reluctantly signed, but in practice, the distributor used the high task volume as an excuse, leaving the manufacturer passive. Monthly targets were missed, and a heavy push led to near-expiry products and excessive returns, straining the relationship and pushing the market to the brink of collapse.
刘雷Merchandising: The Catalyst for Beer Sales Growth at On-Premise Outlets
Merchandising, especially in restaurants, has become a top priority for beer companies in recent years. Market research shows that markets with active on-premise outlets and strong sales performance often have excellent merchandising, such as Jinxing in Zhengzhou and Kunming, Kingway in Shenzhen, Snow in Hefei, and Liquan in Guilin. This article explores how to implement effective merchandising in restaurants.
马奔Marketing Reflections on the New Normal in China's Beer Industry
From January to December 2014, China's beer industry produced a cumulative 4,921.85 tons, a year-on-year decrease of 0.96%. This marks the first negative growth in over two decades. The new normal for the beer industry includes slowing growth, structural adjustment, and the failure of traditional marketing tactics.
方刚How Beer Distributors Can Successfully Operate the Food Stall Channel
Manager Yuan, a small distributor of mid-to-low-end alcoholic beverages, found the traditional restaurant channel too costly and risky due to credit sales, high fees, and low profits. He instead targeted popular food stalls and roadside stands, implementing a comprehensive strategy combining material and spiritual incentives, daily delivery, and frequent reward payouts, which proved successful.
吕谏How to Achieve Low-Cost Rapid Breakthroughs in FMCG Catering Outlets
Traditional catering channel operations rely on blanket or selective visits to core restaurants. In China, Knorr was among the first to hold chef promotion events, costing 30,000-50,000 yuan each, while a private competitor raised costs to 170,000 yuan per event. As costs rise and effectiveness wanes, a medium-sized condiment company sought a more economical approach, leading to the development of a 'Catering Outlet Sales Activation Plan' using cloud computing and a scratch-card points system, which successfully drove sales and expanded their catering customer base.
陈小龙Beverage Consumer Data 2015 Survey Report
This report, released by AdTime, analyzes beverage consumer preferences and behaviors in China, based on target user profiles and online sales data. It provides strategic recommendations for digital marketing, highlighting differences by gender, income, age, and region.
AdTimeStrategies for Regional Low-End Baijiu Market Breakthrough
The baijiu market is sluggish due to restrictions on official consumption, affecting the entire industry. Regional low-end brands face challenges from premium brands' downward product line adjustments. To break through, they need to reshape brands, optimize product structures, focus on key markets, implement precise communication, and upgrade management with FMCG thinking.
蒋军Distributors, How to Choose Beverage Products in 2015?
According to media reports, at Wahaha Group's 2015 sales work conference, Zong Qinghou admitted to distributors that 2014 was the worst sales year in recent years, with overall sales down 7%. Meanwhile, Tingyi's announcement showed a 19.95% year-on-year decline in its beverage business revenue in Q3. The beverage industry faces a 'small year' in 2014, and the trend for 2015 will focus on small specifications, light flavors, niche categories, and the 4-5 yuan price range.
邹文武The All-Around Excellent City Manager
A city manager is a versatile role responsible for a company's business in one or several cities, requiring a combination of skills. An excellent city manager should possess ten all-around abilities, including communication, stress resistance, diligence, initiative, planning, meticulousness, affinity, political awareness, humility, and courage.
王磊Development and Management of the Baijiu Market in Townships and Rural Areas
This article discusses the development and management of the baijiu market in township and rural areas, focusing on channel setup, customer selection, channel management, and business operations. It emphasizes the importance of understanding local consumption characteristics, building a distribution network, and maintaining price stability.
New DistributionBusiness is Tough, Where Have Consumers Gone?
Consumption is declining, but where have consumers gone? While the amount and frequency of consumption haven't decreased, the demand for food products has, indicating a shift in consumer demand. This shift can be categorized into four directions: brand switching, channel switching, category switching, and upward migration. Understanding these shifts is crucial for reversing sales declines.
牛奔Strategies and Techniques for Beverage Companies to Develop the Foodservice Channel
This article discusses the importance of the foodservice channel for beverage brands, offering strategies for distribution, shelf placement, and consumer engagement to drive sales and brand loyalty.
李庆华The FMCG-like Era of Baijiu
This article discusses how baijiu (Chinese liquor) is increasingly adopting FMCG (fast-moving consumer goods) marketing models, analyzing its unique characteristics and providing case studies of successful FMCG operations like Coca-Cola and JDB, as well as baijiu brands such as Tianhao Chen and Jingjiu, to illustrate how baijiu can effectively implement FMCG strategies.
New DistributionMicro-Channels: The Marketing Dividend in the 2014 Diaosi Baijiu Market
This article discusses the rise of micro-channels (WeChat, Weibo) as a new marketing opportunity for budget baijiu brands in China, highlighting their potential to overcome traditional channel challenges and capture the growing diaosi baijiu market.
吕谏Channel Dominance: From Mixed Sales to Exclusive Distribution.
This article discusses the transformation of distributors from mixed to exclusive sales, outlining four types of distributors and eight steps of channel evolution, along with channel policy considerations for different market types.
New DistributionThe Ultimate Guide to Baijiu in Township Markets!
Channel flattening must not be just a slogan; after going down to villages, you'll find the cake there is also big. With the improvement of rural consumption levels, farmers' brand awareness is awakening. At this time, whoever seizes and cultivates this market first may become the guide of their consumption behavior, and first-mover advantage may lead to victory. Below we analyze the path of Baijiu marketing in rural markets.
New DistributionFour Strategies for Integrated Channel Planning: A Must-Read for Food and Beverage Manufacturers!
Rapid economic development has transformed China's distribution channels, creating one of the most complex retail environments in the world. To achieve breakthrough growth, companies and distributors must not only understand the characteristics of each channel but also learn how to plan their channel layout comprehensively. Currently, manufacturers often face four key problems: single-channel structures, fragmented operations, disconnected interests, and extensive management. This article offers four solutions: diversifying channels, linking channels, building alliances, and refining management.
张戟The "Ways of Survival" for Food and Beverage Enterprises in the Mobile Internet Era
The marketing era is sweeping the globe at lightning speed. Jack Ma said, "If you don't do e-commerce today, you'll have no business tomorrow." While many internet brands like Three Squirrels, Chu Orange, and Master Kong's Braised Beef rise overnight, many traditional food and beverage companies like Xurisheng, Jianlibao, and Taizinai are fading away. This article explores how food and beverage enterprises can not only survive but thrive in the new marketing era.
蒋军Unraveling the 'Promotion Trap' at the Terminal in the Beer Industry
This article explores the pitfalls of terminal-specific promotions in the beer industry, where companies often fall into self-created traps due to mismanagement and lack of brand power. It offers strategic principles for weaker brands to navigate market competition effectively.
方刚Regional Market Layout Strategies in Baijiu Marketing
Any war must be planned before fighting, and victory must be ensured before battle. Many enterprises fail due to lack of strategy, without clear regional market positioning or development methods. This article discusses nine common regional market layout strategies, including the snowball, mushroom picking, and rural surrounding city approaches, to help companies build stable market bases and expand effectively.
智卓酒赢销大讲堂3 Ways to Increase Sales Through Channel Refinement!
This article explores unconventional sales channels for beer, such as tea gardens, night markets, and construction sites, and suggests leveraging distributors to cover these channels. It emphasizes that channel refinement can boost sales and that distributor network layout is key to rapid growth.
New DistributionThe Art of War in Baijiu Marketing
The essence of marketing is war, where the enemy is the competitor and the customer is the territory to be captured. Based on this concept, marketing strategist Trout proposed four basic marketing strategies: defensive, offensive, flanking, and guerrilla warfare. This article focuses on flanking and guerrilla tactics in regional market battles, illustrating principles with examples from the Chinese baijiu industry.
朱志明The Past and Present of 'One More Bottle'
This article explores the history and impact of Kangshifu's 'One More Bottle' promotional campaign, which was launched as a defensive strategy against competitors like Coca-Cola. While it initially boosted sales and market share, it also led to redemption difficulties, counterfeit caps, and financial strain, ultimately revealing that the campaign was a form of 'concept marketing' with actual redemption rates below 50%.
潘卫艳