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Transformation in One Year: Securing 1,600 Restaurant Clients, He Doubled Sales with the Distribution-Store Model
Jiangsu Lianyungang Yiheng Grain and Oil, primarily dealing in Yihai Kerry products, had only 20 restaurant clients before its transformation, focusing mainly on secondary wholesalers, KA channels, seasoning stores, and fresh food stores. After a year of transformation, it now serves 1,600 restaurant clients and has doubled its sales. How did they achieve this? Recently, New Distribution had an in-depth exchange with Mr. Lu Yulong, General Manager of Yiheng Grain and Oil. As a second-generation successor to the distributor, Lu did not rely solely on his father's existing business but conducted market research at the end of 2018 to seek new opportunities.
李青林Rejected for Distribution? No Problem—If the Salesperson Says the Right Words, We Have a Story!
When facing a sales pitch, terminal store owners don't first think about making money—they worry more about whether your product (especially a new one) will sell and whether they'll lose money. If selling the product won't lose money and gives them a sense of security, then the profit story can play a better role. What words or phenomena make terminal customers feel secure? In summary, it's the following points: -01- Small order quantity, no capital tie-up, attract consumers, why not order a little to try! Boss, today I recommend a new product (show sample)...
魏庆AI 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 DistributionSales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree!
Distribution requires strategy, and sell-through requires rules. The same tactics can yield vastly different results when executed by different people at different times and paces. For a regional market operator, mastering the rules of new product sell-through and the logical relationships within them is essential for successful sell-through after launch. Deeply grasping the nuances behind the three rates and three degrees of sell-through enables precise and efficient product sell-through, avoiding detours. Sales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree.
朱志明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Joining Hands with 7-11 to Expand into Henan Terminal Retail, but Can Sanquan Really Succeed?
On December 18, Sanquan Food's wholly-owned subsidiary Henan Sanyi Convenience Store Chain Co., Ltd. signed a cooperation agreement with Seven-Eleven (China) Investment Co., Ltd., obtaining the exclusive franchise rights for 7-11 convenience stores in Henan Province. This move raises questions about why 7-11 chose Sanquan as a partner, the impact on Henan's retail landscape, and whether Sanquan, a frozen food company, can successfully operate a retail chain.
新经销刘少德Adding 10,000 Multi-Scenario Stores: Unpacking JD New Channel's 2020 Layout and Strategy
Recently, on the occasion of its fourth anniversary, JD New Channel announced that it will add 10,000 multi-scenario stores in 2020, built to the standard of 'Six Unifications.' At the same time, under the theme 'Unite All Directions, Benefit Neighbors,' JD New Channel reviewed its achievements over the past four years and clarified its next steps. As an industry observer, New Distribution witnessed this anniversary review and will use 'Unite All Directions, Benefit Neighbors' as the main thread to unpack New Channel's new layout and strategy for 2020.
袁来Omnichannel Supply, Multi-scenario Layout: JD New Channel Announces 10,000 'Six-Unified' Stores in 2020
On December 16, 2019, JD New Channel announced its 2020 strategy to open 10,000 'Six-Unified' stores across multiple scenarios, focusing on consumer-centric optimization of cost, efficiency, and experience. The article reviews the achievements of JD New Channel over the past four years and outlines its future goals.
New DistributionThree Strategies to Solve the Problem of "Easy Distribution, Hard Sales"!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products don't sell, it leaves a bad impression on retail stores, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step where consumers decide to buy and the ultimate realization of profits.
师顺宽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Practical Tips | Six Elements of New Product Distribution: Time, Place, People; Cause, Process, Result
This article uses the six elements of narrative writing to explain how to successfully distribute new products. It covers timing, target market, team execution, reasons, process, and results, providing practical advice for FMCG distributors.
海游Is There Still Room for Deep Distribution to Generate Incremental Growth?
Core viewpoints: 1. Whether there is incremental growth determines the survival of a company. Increment cures all ills; without it, all ills arise. 2. In the era of deep distribution, channels have natural increments. The salesperson's job is to grab a larger share of the natural increment. 3. Currently, natural increments in channels have disappeared; whoever can bring increments to the channel will be entrusted with more of its existing volume, i.e., increments activate existing volume. 4. Excellent salespeople are definitely doing work that is valuable for increments. Other work, though necessary, is just basic. 5. ...
刘春雄Practical Guide | Eight-Step Visit Process + Digital Tools: A Complete Visit Checklist for Frontline Sales Reps
This article analyzes the daily visit process of a frontline sales rep, identifies eight key issues affecting efficient visits, and demonstrates how digital management tools can transform the visit process, improve efficiency, and enhance data-driven decision-making.
邢仁宝Companies That Treat Salespeople as Customers Die; Companies That Treat Customers as Employees Grow Big
There are two extreme marketing management styles: one is extremely loose, treating salespeople as customers; the other is extremely strict, treating customers as employees. Most companies fall in between. Strong Chinese companies are not those with good brands but those with good channel management, where channel management is an extension of internal management.
刘春雄How 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Look Beyond the Terminal, Operate Beyond the Terminal
The dilemma of traditional marketing is treating the terminal as the end point. The purpose of traditional marketing is merely to carve up more terminal share through deep distribution. To look beyond the terminal and operate beyond the terminal, the ultimate solution is BC integrated operation. The terminal is the B-end, and users are the C-end.
刘春雄Making 'Relationship Building' the Main Job Is a Salesman's Tragedy
Relationship building is useful, but what's useful is not only relationship building. Relationship building is only a sales aid, not the driving force of sales. Good relationships help sales, but when relationship building becomes the main work of salesmen, it goes against its original intention.
刘春雄Practical Guide | Terminal Policy Design: Sell More, Earn More!
As 2020 draws to a close, regional supervisor Xiao Zhang drafts a New Year promotion plan: sales target of 10,000 cases, promotion from Jan 1-15, 2020, targeting 500 core outlets, with purchase rewards and display rewards. The business manager points out issues, especially for new products, and teaches Xiao Zhang about terminal promotion strategies, including the difference between purchase rewards and sell-through rewards.
刑仁宝The Frontline Salesperson's "Marketing Diary"
For an ordinary salesperson, doing the job well is enough; for one who aspires to rapid advancement, the ability to handle "paperwork" is indispensable. -01- How to write a policy application report that gets the leader's signature. Reasons why policy applications are not approved: Common phenomenon 1: At every sales meeting, salespeople complain about too few POP materials. Yet, when the boss visits the market, he never sees POP, but finds the dealer's warehouse walls covered with POP. Imagine, if the boss...
刘春雄No Vehicles, No Outlets; No Outlets, No Sales | Jinmailang's Four-in-One: You Can't Learn It!
Many have asked why Jinmailang maintains rapid growth in both noodles and beverages despite shrinking market share. The Four-in-One model is key, but many companies fail to replicate it because they miss three core logics: human efficiency, outlet and service, and digital terminal systems.
海游Survival Rules and Success Laws for Salespeople
This article outlines 26 laws for salespeople, covering survival, performance, promotion, success, and workplace dynamics, emphasizing the importance of a strong will, opportunity-seeking, effective work, and strategic thinking.
刘春雄The Snow+ Map: Where Does This E-Cigarette's Offline Channel Strength Lie?
This is also a corporate social responsibility map: not opening stores near primary and secondary schools is the company's bottom line; both direct-operated and franchise stores have important notices: e-cigarettes contain nicotine, minors are prohibited from buying and using; and Snow+ is the first Chinese e-cigarette company to put warning statements in prominent positions on new product packaging.
New DistributionLead Your Troops Well, Win the Battle | A Practical Guide for Regional Managers
Fifteen years ago, when I first entered the beverage business, I deeply admired a few sales superstars. I vividly remember that during one peak-season month, a wholesale salesperson named Zhang achieved nearly 200,000 in sales, accounting for 50% of the total sales of an 11-person team. On some days, his single-day sales exceeded what some salespeople made in a month, truly achieving the feat of one person doing the work of ten. Looking back, it was the extensive marketing and management models that created these FMCG elites, but as channel refinement became more widespread, these sales gods gradually disappeared. Today's competition is no longer about individual heroism but about team collaboration. Building a strong team is essential for achieving long-term, sustainable competitive advantage and is the greatest test for sales managers.
海游Movement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth
As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. Solving the problem of terminal product movement has become the top priority for manufacturers and distributors. Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. Channel push and consumer pull are the two main directions to solve terminal movement.
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