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How FMCG Products Make You Spend More Through Display
FMCG companies use data-driven display strategies to influence consumer purchasing decisions, such as arranging products by color blocks or category to attract attention and increase sales. These tactics are based on consumer psychology and decision trees, and are constantly evolving to adapt to changing market trends.
张鑫“Not Famous Brands Also Sell Well” No Longer Works: Channel Driving Force Is Rapidly Disappearing
The disappearance of channel driving force does not mean channels will vanish; channels as transaction pathways will always exist. This is a major trend, already near completion in central cities, while in township markets it still has some effect but is severely declining. Western marketing has long entered 1P marketing where product (brand) is the sole driver, whereas Chinese marketing is dual-driven by brand and channel.
刘春雄Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, emphasizing empowerment of frontline staff, motivating store owners, and third-party verification.
张宇Load This AI Tool and Sales Reps' Store Visits Can No Longer Be Faked!
Li Hua, a sales rep at a major FMCG company, has been monitored by a sales management system since January 2017, requiring 8-hour workdays and visits to at least 15 stores, with photo evidence at each stop. To game the system, reps resort to tricks like photographing screens or other stores, leading to massive waste and unreliable data. ImageDT, an AI company, uses image recognition to solve this by automating data collection and verification, ensuring authenticity and efficiency.
澄韵 / 袁来If You Only Distribute Products Without Follow-Up Actions, Products Won't Move—What's the Use of High Distribution Rates?
Procter & Gamble once said: 'If you have the best product in the world with the best advertising support, but consumers can't buy it at the point of sale, you won't make the sale!' The importance of terminal distribution is self-evident, but distribution isn't something a company or distributor can just do smoothly. Factors such as the product, the capability of distribution personnel, and terminal resistance determine the outcome. The most critical factor is having the right distribution strategy and tactics. This article outlines 10 basic distribution tactics that every marketer must master to reduce distribution resistance and ensure success.
缪金宾How Can Traditional Salespeople Use WeChat to Build Terminal Relationships?
In the mobile internet era, instant messaging tools like WeChat have transformed sales interactions. This article discusses how salespeople can build and enhance terminal customer relationships through both online and offline methods, using WeChat to improve communication, drive sell-through, and create effective marketing campaigns.
方刚The Traditional Distribution Model of "Distribution + Promotion" Is Failing, and the New Product Promotion Model Has Changed
After 2013, the logic of product development and promotion changed as China entered a middle-class society with stagnant sales volumes. Products became psychological first, and the traditional mass distribution and promotion model no longer works; instead, strategic promotion targeting niche markets and leveraging viral spread is now essential.
刘春雄Master These 26 Response Scripts: Terminal Distribution Doesn't Have to Be So Hard!
This article provides 26 practical response scripts for salespeople to handle common objections from retail store owners during product distribution, helping to promote new products and increase profits.
邹文武A 10-Year FMCG Veteran's Summary: Seven Personal Abilities Every Salesperson Should Possess
Based on over a decade of experience in FMCG sales, the author identifies seven essential personal abilities for salespeople: communication, self-control, observation, patience, learning, execution, and analysis. The article emphasizes that these skills are crucial for surviving the industry's upcoming major reshuffle driven by internet giants entering the market.
陈晓明The Salesperson's Survival Manual
This article provides practical guidance for salespeople on writing policy application reports, sales plans, summaries, research reports, and marketing diaries to gain leadership approval and advance their careers.
刘春雄Fearless of Hardship and Fatigue: Top Sales Representatives Visit Outlets Like This!
This article details the 41 essential actions for professional store visits, from preparation and self-introduction to in-store observation, merchandising, and administrative follow-up. It emphasizes that consistent execution of these basic steps is the key to outperforming competitors and achieving sales excellence.
俞雷The "Butterfly Effect" of Salesmen's Shelf Tidying: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of refinement. The standard for measuring market excellence has shifted from single sales volume to terminal performance, especially shelf display, prompting manufacturers to assign shelf-tidying duties to their salesmen. This article categorizes salesmen's shelf-tidying behaviors into six types and analyzes the root causes behind the differences, emphasizing that attitude, method, and mindset are key, and that distributors' concepts, management levels, employee treatment, and family-style management all influence these behaviors.
刘连喜Still Emphasizing the Eight-Step Terminal Visit? No, Sales Still Won't Increase!
In 2016, I discussed with beer deep distribution master Fang Gang the question of 'where deep distribution is heading.' The routine work of deep distribution, such as distribution, visits, inventory management, and promotion, has been done for many years and has reached a dilemma: not doing it is not an option, but doing it brings no incremental growth. At that time, Fang Gang and I concluded that deep distribution would develop towards precision and efficiency. However, now I have changed my view. Shi Wei, one of the advocates of deep distribution, wrote a book called 'Deep Distribution.' At the beginning of the year, I heard that Shi Wei was about to publish...
刘春雄New Product Distribution Not Meeting Sales Expectations: What's the Core Reason?
In the process of introducing new products to regional markets, the effectiveness of initial distribution is crucial. Many distributors can distribute quickly, but market activation is slow, leading to poor sell-through rates. This article analyzes the reasons for poor sell-through, such as low distribution quality, lack of follow-up management, and weak in-store execution, and offers strategies for improvement.
New DistributionWe Have Been 'Deceived' by New Retail
The article argues that 'New Retail' is a pseudo-concept that has blinded the industry. It contends that retail's essence remains unchanged, and that consumers prioritize products and transactions over novel concepts, urging businesses to focus on fundamentals rather than chasing trends.
冯丹丹China Resources C'estbon 2018 Revenue 13.8 Billion Yuan, Market Share 22%, Closer to 20 Billion Target!
China Resources C'estbon's 2018 revenue grew 8.8% year-on-year to over 13.7 billion yuan, with market share exceeding 22%, ranking second in the national bottled water market. The company continues to expand its product portfolio and strengthen its brand presence.
New DistributionHow to Set Policies, Select Outlets, and Distribute: 4 Key Steps for Launching a New Product
Launching a new product is challenging, but a good start is half the battle. This article outlines four essential steps for launching a new alcoholic beverage in a regional market: setting five key policies, selecting target outlets, executing a rapid distribution blitz, and holding a launch meeting.
赵海永“Terminal is King” Is Outdated; Terminal Reengineering under New Retail Thinking Is the Way Out
The article argues that the traditional concept of "terminal is king" is outdated, and that companies should reengineer their terminal business processes based on product attributes, marketing objectives, and the flow of information and logistics. It introduces a five-element terminal-driven model, including pre-terminals, core terminals, post-terminals, logistics terminals, and scenario-based logistics terminals, to effectively communicate with consumers and drive sales.
苗庆显Viral Biscuit Shakes Up a Million People, Shaking Out a Big Hit Product
In the era of consumption upgrade, consumers' demands for leisure food are increasingly diverse, with healthy, good-looking, novel, and high-quality products becoming the top choice for young consumers. For distributors, a product that meets young consumer needs not only brings sales and profits but also new momentum for channel growth. It turns out that good products that satisfy both young consumer groups and ensure distributor profits are rare. Especially in the mobile internet era, hundreds of new products are exposed to consumers daily, overwhelming them...
New DistributionOne Extra Yuan per Case to Distributors, 30,000 More Cases Sold in a Month!
Reasonable and effective promotional methods can activate new products' features in the shortest time and rapidly increase market share among similar products; otherwise, they may lead to passive channel stagnation. When launching new products, distributors need to manage various channel links, including sub-distributors, retail terminals, supermarkets, and competing products, designing different promotions for each to achieve optimal market coverage.
New DistributionSales Representatives: Doing Work with 'Incremental Value'
Diligence is not efficiency; only effective work that drives sales growth is high efficiency. Work that contributes to sales growth must be identified and prioritized, as many traditional tasks now only maintain existing volume rather than create new growth.
刘春雄No Display, No Sales! The Display Revolution in Terminal Management
Terminal display, when done well, benefits both manufacturers and distributors; when done poorly, it wastes manpower and resources, leading to significant sales losses. This article analyzes the current state of terminal displays, identifies key reasons for ineffective displays, and provides practical cases and strategic shifts toward depth and width in display management.
罗宏文Impressive 618 Results: JD New Channel is Becoming the 'Central Nervous System' for Partners' Channels!
At 24:00 on June 18, JD.com's 16th 618 Grand Promotion concluded successfully. JD New Channel officially released its fourth 618 results. With its newly upgraded B2B2C full-chain service capabilities and advantages in both online and offline main battlefields, JD New Channel once again set new sales records, with strong growth across super categories and multiple business models. Zheng Hongyan, Vice President of JD Group and President of JD Retail Group's New Channel Business Unit, stated: 'JD New Channel is an open, intelligent, and efficient B2B2C platform. The fourth 618 report card proves that upstream and downstream partners can find more suitable business models on this platform and continue to achieve high growth.'
New DistributionMajor Move: JD New Channel Enters Offline Liquor Retail, Fully Empowering Traditional Tobacco & Alcohol Stores
On June 15, during JD's 618 promotion, the first JD Convenience Famous Liquor Collection store opened in Linyi County, Dezhou, Shandong, marking JD New Channel's first borderless retail model store in offline tobacco and alcohol retail. The platform upgrades traditional stores with unified branding, strong supply and price control, and digital tools, aiming to revolutionize the industry.
袁来