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Latest | JD New Distribution Releases 11.11 Super Battle Report: More Supply, Deeper Market Penetration, Stronger Sales
At 24:00 on November 11, the 11.11 shopping festival concluded, and JD New Distribution released its results for the omni-channel, multi-scenario consumption carnival. From November 1 to 11, cumulative sales over 11 days were 300% of the same period in 2018, driving high growth for brand owners, platform merchants, joint warehouses, and offline stores. The fourth 11.11 for New Distribution showed strong momentum, leading the industry to build a stronger B2B2C full-chain ecosystem.
New DistributionAfter Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤We Are Witnessing the Disappearance of the Sales Representative Group
The article discusses the evolution and potential disappearance of the sales representative (业务员) role in China, contrasting it with the US model. It argues that while channels persist, the function of sales reps is shifting from traditional B2B tasks to new roles involving scenario creation, user experience, and fan operations, driven by digital transformation.
刘春雄The Diversification Path of Coca-Cola's 'Helmsman'
Neville Isdell, the 12th Chairman and CEO of Coca-Cola, served only three years but halted the decline in the company's market and brand influence. Having worked for Coca-Cola for over 30 years across Africa, Asia, Latin America, and Europe before taking the helm, he understood the need to adapt corporate strategy to diverse markets and cultures.
郑渝川Don't Blame the Channel for Not Stocking Up or the Terminal for Not Pushing Your Product—You Just Haven't Used These 21 Promotional Methods!
Product sales seem to be 'no promotion, no sales.' Without promotion, channels or terminals won't proactively stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and boost performance. Below are 21 channel promotion methods seen in the market, shared for reference.
朱志明Struggling to Get Your Products Distributed? Here's How to Do It Effectively!
Whether in traditional marketing or the Internet era, distribution is an essential skill for anyone deeply engaged in offline markets and a key means to achieve sales performance. This article provides practical insights and techniques for frontline FMCG salespeople, emphasizing the importance of mastering basic skills and inner mental methods to ensure effective and sustained distribution.
刘友本Industry Downturn, Jinmailang Upturn: What Is the Core of the "Four-in-One" Model?
Jinmailang is a company worth studying, not for its marketing strategy but for its effective "Four-in-One" channel management model. Despite the declining instant noodle industry and fierce competition in the drinking water market, Jinmailang has achieved impressive growth. The model combines vehicles, personnel, regional contracts, and terminal devices, with the terminal device being the key differentiator.
刘春雄JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!
This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios.
袁来Deep Distribution in the New Era: Frontline Salespeople Evolve with 'Multi-Branch, Multi-Function' Mixed Operations
China is a super-large-scale market, and deep distribution has been the most effective channel solution in the Chinese FMCG industry over the past 30 years, without exception. Its internal logic is: large-scale factory production, wide-area communication through mass media, and finally large-scale distribution through deep distribution, with manufacturers and distributors joining forces to expand production and sales scale and share economies of scale. This is the most efficient sales system under the manufacturer-distributor combination. The purpose of deep distribution is to enable goods to reach consumers on a larger scale, with higher density, and more effectively. The core of deep distribution is 'sell-through', and its essence is the effective 'conversion' of shelf traffic, with the transaction logic being to achieve consumers' random and impulsive consumption through effective reach.
赵波JD New Channel and Unilever Upgrade Strategic Cooperation, Join Forces with Wall's to Build Intelligent Channel for Low-Temperature Products
On October 21, JD New Channel signed a strategic cooperation agreement with international ice cream brand Wall's. The two parties will combine their advantages in brand, channel, logistics, etc., to deepen cooperation, further promote retail model innovation, achieve complementary advantages, and build an intelligent channel for low-temperature category products. The signing ceremony was attended by Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Channel Business Unit, and Xu Yucong, Vice President of Unilever's Ice Cream and Beverage Division and General Manager of Wall's.
New DistributionThree Minutes to Understand What AI Can Do for FMCG Companies
In fact, your terminal displays can be more vivid! Do you know that terminal shelves are messy, core products are not on the shelf, and the share of shelf space is not up to standard? Do you know that the purity of terminal freezers is insufficient, your product's shelf space is squeezed, and competitors are prevalent? Since 2019, brand owners have heard the most about digitalization and AI intelligence. At the Alibaba Cloud New Retail conference a few days ago, it was directly synthesized into: digital intelligence. For a time, major brand owners in the FMCG industry were talking about digital transformation and conducting AI image recognition POC selection, hoping to use AI technology to achieve vivid terminal displays for their enterprise customers, which is the "Perfect Store" plan that everyone is talking about.
提升企业销售效率Distribution is Important, but Merchandising is More Important
A story is told about a salesperson who, when delivering goods, found the store shelves full and left the products in the warehouse. On subsequent visits, he never checked the inventory or placement, just asked if the products were sold. The owner, embarrassed, said they weren't selling well. This illustrates that merely delivering goods without proper merchandising leads to poor sales. Effective distribution requires persistence, detailed records, and in-store merchandising.
师顺宽A Decade in FMCG: From Boom to Bust
From a novice to a veteran in the FMCG industry, the author reflects on the turbulent decade from 2009 to 2019, witnessing the industry's rise and fall, from the golden era of in-store promotions to the disruptive impact of e-commerce and O2O, and the eventual decline of traditional retail.
田野5 Salespeople, 280+ Stores, Annual Sales of 70 Million: How Did He Crack the Tourism Special Channel?
A Chongqing-based distributor specializing in the tourism special channel grew sales from zero to 70 million yuan in three years, with projections to exceed 100 million in 2020. His success hinges on unique approaches to customer relationship maintenance, product selection, display, and team management.
李青林Don't Let 'Packaging' Hold Back Your Market!
Packaging is the communication path between a product and consumers; any commercial product packaging design that ignores business thinking is irresponsible. Packaging is an integral part of turning a product into a commodity, and its primary task is to achieve the company's strategic sales goals through creative, appropriate commercial design, not just aesthetic appeal.
张宇征Companies That Treat Salespeople as Customers Die; Companies That Treat Customers as Salespeople Grow Big
There are two extreme marketing management styles: treating salespeople as customers (loose) and treating customers as employees (strict). While loose management may work temporarily, it often leads to collapse or dissolution, whereas strict management, as seen in successful Chinese companies, extends internal management to channel partners, enabling scale and control.
刘春雄Is the Deep Distribution Model About to Become a Thing of the Past?
The article discusses the concepts of intrusive and non-intrusive distribution, the conditions that gave rise to deep distribution in China, its operational key points, and the emerging equilibrium between manufacturers and distributors in the post-deep-distribution era. It argues that while deep distribution has been effective, it faces challenges, and a balanced division of labor between manufacturers and distributors is becoming more viable.
施炜How Should the FMCG Industry Navigate the 'F2B2b2c Online' Path?
The following is the speech delivered by Mr. Zhou Bin, co-founder and COO of Renwoxing Technology, at the 'FMCG2019·China FMCG Conference' hosted by New Distribution, organized and published for readers. He discusses the digital transformation of the FMCG industry, emphasizing the importance of online business operations, data-driven decision-making, and the integration of online and offline channels for brand owners and distributors.
周斌5 Standardizations and 9 Tips to Help Ordinary Salespeople Achieve Tenfold Performance
The key factor in whether a product succeeds is not the product itself, but the frontline salesperson. This article provides five standardizations and nine tips to enhance individual sales capability, including creating standardized templates, using mentorship, summarizing successful cases, fostering positive mindsets, and building a motivating culture.
酒类专业财经媒体5 Seconds to Influence Purchase Decisions: Building an AI-Driven Model for Retail Terminals
At the FMCG2019 China FMCG Conference hosted by New Distribution, founder Zhao Bo opened with a discussion on digital supply chain applications and practices in the FMCG industry, highlighting deep distribution as an effective solution for many FMCG brands. This aligns with Pinlan's advocacy for an AI-driven retail terminal model, which uses AI and data to manage terminals and influence both consumers and store owners.
李剑Interview | JD New Channel's Zheng Hongyan: FMCG B2B Should Be Value Creation, Not Value Substitution or Value Segmentation
From 2013 to 2019, the FMCG B2B industry has entered its sixth year. From a few entrepreneurs testing the waters to internet giants entering one after another, and more brand owners building their own B2B, the industry's development has been unpredictable. Returning to the essence of the FMCG industry, all technological developments should help brand owners reduce costs and increase efficiency, accelerating the circulation of goods. From an industry development perspective, what value can B2B bring? In today's increasingly evident channel and consumption stratification, how can B2B help brand owners return to trillion-yuan growth?
赵波Can Terminal Inspection Really Only Rely on Manual Labor?
Store visits, display inspections, competitor information collection, communication with store owners, and training salespeople are tasks that Xiao Qiang repeats every month. He is a supervisor for a leading snack food brand, responsible for over a hundred stores in East China. With more than 20 days of business trips each month, and calculating half an hour per store and 12 hours of work per day, Xiao Qiang can only visit 24 stores a day. As the company's business expands, his workload increases, and at over 30 years old, he feels overwhelmed. Wang Ke, a salesperson at a beverage company, faces similar challenges.
New DistributionThousands of Stores Stocked, Yet Sales Barely Move: The Reasons Behind This Are Thought-Provoking!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a poor impression on retail outlets, affecting long-term relationships and making it difficult to introduce new products in the future. Terminal sell-through is the most direct and important indicator of a distributor's performance, and solving this issue is crucial for increasing sales.
师顺宽Terminals Hard to Enter and Defend? Step-by-Step Guide to Defeating Competitors!
Many companies sign agreements with terminals, such as volume commitment, display, exclusive (price band or full-store), and promotion agreements, using key terminal personnel to control competitor product flow. These agreements are often gray-area and legally questionable, but they are common and effective in FMCG. This article breaks down offensive and defensive tactics for exclusive terminals, including how to respond when competitors buy stores, how to break into competitor exclusives, and how to control and expel competitors from your exclusive stores.
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