TOPIC ARCHIVE
Distribution & Channels articles
深度分销/渠道
Browse 1251 New Distribution articles about Distribution & Channels.
Published articles
1251 articles · Page 17 of 53
Deep Dive: Why Are Domestic B2B Platforms Suffering Massive Losses and Shutdowns? Insights from the Evolution of Sino-US Distribution Channels
This article compares the evolution of consumer goods distribution channels in the US and China to analyze why many Chinese FMCG B2B platforms are experiencing large-scale losses and closures. It argues that inadequate infrastructure and fragmented production are key reasons, while predicting a future shift towards larger, more consolidated channels and supply chains.
新经销刘少德How Many More 'Victims' Will the 'Terminal is King' Trap Claim?
The 'terminal is king' strategy, which emphasizes investing heavily in retail terminals, is one of the biggest pitfalls in marketing. It often leads to misallocation of resources and ignores the importance of brand building and consumer communication, ultimately causing failure for many companies.
苗庆显2019, How Can Salespeople Survive?
As competition intensifies across industries, salespeople face unprecedented challenges, making survival increasingly difficult. This article examines the traditional tactics and questionable practices of salespeople, and outlines five key changes they must embrace to thrive in the future.
戈军珍New Products Die Too Fast Because Distribution Rate Is Too High
A senior executive from an industry giant said that distribution is no longer a problem, but sell-through is. This is not an isolated phenomenon but a common one. The reason is that most companies still follow traditional deep distribution practices: distribution plus sell-through. Since distribution is easy, the real issue lies in product cognition during upgrades, which requires precise distribution, experience, and word-of-mouth.
刘春雄The Bigger the Headquarters, the Bigger the Problems
In the corporate world, a strong headquarters often creates distance from the front lines, leading to bureaucracy, poor execution, and a lack of innovation. This article argues that headquarters must bridge the gap with the market, empower regional teams, and foster a culture of discovering and scaling grassroots innovations.
刘春雄Reflections on Digital Yili for Consumer Goods Companies
In September 2019, Yili launched its 'Huntianyi' system, which uses digital analysis to predict market trends and assist in retail network planning. Internally, Yili also developed an MES system to build a digital factory, achieving refined, transparent, and efficient management. This shows Yili's early planning and action for the digital era, offering insights for consumer goods companies.
谭长春Traditional Marketing Is Outdated, What Is the 'Formula' for New Marketing?
This article discusses the shift from traditional to new marketing, proposing three key models: traffic pool, connector, and content supply chain, as the new framework for effective marketing in the digital age.
任小东In-Depth | Uni-President's Strategic Partnership with JD New Channel: What's the Move?
Recently, news of Uni-President signing a strategic cooperation agreement with JD New Channel has drawn attention in the FMCG sector. On January 17, the two companies agreed to deepen cooperation in joint warehousing and distribution, data sharing, and brand marketing to better meet the increasingly diverse market demands of the borderless retail era. Since the second half of 2018, more brands have embraced B2B. As a typical representative of the 'deep distribution' model, Uni-President's full embrace of B2B marks another milestone for the industry.
袁来Transformation? First Cut: Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The article argues that the first step in transformation is to eliminate the traditional marketing department, replacing it with a new structure that integrates with e-commerce and focuses on consumer engagement.
方刚Township Markets Are Full of Gold: With These Operations, Year-End Sales Will Explode!
This article provides a practical manual for distributor teams to develop township markets, based on the principles of building teams, setting standards, creating models, and ensuring implementation. It outlines specific steps, including the '8 Key Points for County and Township Market Development' and the '8 Steps for Market Distribution,' to help businesses tap into the vast potential of rural markets.
New DistributionUnblocking Distribution Channels Before Spring Festival to Skyrocket Terminal Sales
With one month to Spring Festival, it's the best time to push for sales. Teacher Jiang Meng shares dozens of methods to unblock distribution channels, including using emotion to market to channel partners, optimizing distributor structures, and enhancing terminal displays.
江猛From "3+3" Deep Distribution to New Retail: Tsingtao Beer's Channel Innovation Battle!
In 2013, Tsingtao Beer's market share in Xuzhou was 33% and declining. To reverse the trend and reclaim its base market share, Shi Yonggang, then deputy general manager of Tsingtao Beer Suntory (Shanghai) Sales, was appointed concurrently as general manager of Jiangsu Tsingtao Beer Company, focusing on Xuzhou, Suqian, Yangzhou, Lianyungang, and other areas. Shi told New Distribution, "In the county-level rural market, facing competitors with intensive distribution, Tsingtao Beer was at a complete disadvantage. We took a series of measures: first, set up distributors at the township level to ship directly from Tsingtao Beer headquarters; second, under the existing personnel system, implement a 3+3 visit system from county to township to ensure direct control of key terminals; third, comprehensively transform distributors from passive to active, leveraging their strength."
袁来The Essence of Deep Distribution is Building Good Customer Relations, Leveraging Store Owners' Community Ties for Transactions!
Retail is naturally community marketing, as stores rely on stable customers within their trade area. Deep distribution leverages store owners' community relationships to transmit brand information, while new retail and new marketing use digital tools to enhance these community interactions.
刘春雄Farewell to B-end Deep Distribution, Welcome C-end Deep Distribution
Two years ago, I discussed with friends the question of 'where is deep distribution heading.' The routine tasks of deep distribution, such as distribution, visits, shelf management, and promotions, have been stuck for years: not doing them is not an option, but doing them brings no growth. At that time, I concluded that deep distribution would evolve towards precision and efficiency. However, I have now changed my view. If the deep distribution proposed around 2003 is called 'B-end deep distribution,' the current deep distribution should be called 'C-end deep distribution.' B-end deep distribution goes as deep as the terminal; C-end deep distribution goes deeper to the consumer.
刘春雄Three Years On, JD New Channel Strives to Be the 'Network Weaver' of B2B
As more people and businesses come online, the internet has become a medium for breaking spatial barriers and enabling real-time communication, prompting traditional industries to undergo digital transformation. FMCG, a traditional and vast sector, has drawn significant attention from internet giants, with digital upgrades to distribution chains making FMCG B2B a familiar and hot topic. Viewing B2B through the lens of consumer internet, every participant in the future chain will be part of the B2B network, collaborating through network synergy and data intelligence.
袁来Is the Deep Distribution Model About to Become a Thing of the Past?
This article, excerpted from Shi Wei's book 'Deep Distribution', discusses the concepts of interventionist and non-interventionist distribution, the conditions that gave rise to deep distribution in China, its operational key points, and the emerging equilibrium model between manufacturers and distributors in the post-deep-distribution era.
施炜5 Standardizations and 9 Tips to Make Ordinary Salespeople Achieve Tenfold Performance
This article discusses how to improve the individual combat capability of frontline salespeople in the FMCG industry, emphasizing the importance of standardized templates, mentorship, summarizing successful cases, cultivating positive mindsets, and establishing incentive mechanisms.
徐涛&吕宋强Master Kong's "New Moves": Digitalized Channels, Aerospace-Quality Products
At the World Internet Conference on November 8, Master Kong's China Chairman Yang Qianhui announced the construction of a new smart business ecosystem, following a week of digital initiatives including a partnership with Alibaba's Retail Link. This move aims to upgrade channels, empower distributors with digital tools, and leverage aerospace-quality manufacturing to stay ahead in the FMCG industry.
袁来Deep Distribution Fails, Advertising Ineffective: How Can Brand Owners Build a New Marketing Operations System in the Post-Deep Distribution Era?
The Chinese market is vast and deep. Before the internet, brand owners used a model of large single products, mass production, extensive channels, and retail to reach consumers. However, as market growth slows and consumer behavior changes, the traditional deep distribution model is failing, prompting the need for a new marketing system that combines deep distribution with precision distribution.
赵波The Evolution of Deep Distribution in China's FMCG Industry | In-depth
Deep distribution, initially a low-barrier and universal marketing system, evolved through seven stages since 2003, from customer relations and display to channel digitalization (B2B), with each iteration raising the bar in cognition and management.
刘春雄Deep Distribution: Why It Became the Best Chinese Marketing Practice of the Past Fifteen Years
Deep distribution, as the best Chinese marketing practice in the FMCG industry over the past fifteen years, is a fact. Its essence, according to Shi Wei, is 'staying close to customers,' which in practice meant 'staying close to terminals' because terminals are close to customers. This article explains the logic behind this phenomenon, emphasizing the 'trinity' of cognition, transaction, and relationship at the terminal level, and why it has been so effective in China.
刘春雄Bestore Dianjia: Full-Chain Service Products Open Up
On November 28, at the 2018 Brand Partner Conference themed 'Smart Retail, Linking the Future', Bestore Dianjia, under Best Group, announced its strategy to open up full-chain service products, leveraging digitalization, AI algorithms, and solutions to collaborate with brand enterprises in supply chain coordination and IT sharing services.
New DistributionZheng Hongyan Deeply Interprets the Empowerment Logic of JD New Channel
“What JD New Channel does is to empower and upgrade brand owners and retailers, giving them more choices.” Recently, in an interview with the media, Zheng Hongyan, Vice President of JD Group and President of JD Mall New Channel Business Unit, introduced the empowerment system of JD New Channel: “For brand owners, it is to do a good job in distribution and sales promotion without destroying the original model or adding new pain points, helping brands establish a rapid supply system with small stores, expanding increments and refining stock; for retailers, it is to help them build a platform to complete the empowerment and upgrade of traditional small stores.”
New DistributionOffline Marketers (Distribution) vs Online Marketers (Traffic): Which Space Do You Live In?
During a recent visit to Guiyang Cigarette Factory, a discussion with Mr. Liu Chunxiong on new marketing and new retail sparked a topic: can current FMCG marketers be categorized, and what are the characteristics of each type? Twenty years ago, Sales and Market magazine reported that China had 80 million marketers, though this is a broad term. Over 30 years, Chinese marketing has evolved through stages from production-led to channel-led, creating various schools of thought. The key factors influencing demand are geographic and virtual spaces, leading to a split between offline and online marketing worlds, each with its own practitioners and languages. Recently, as online dividends fade, there is a trend toward integration and hybrid talents, such as those using communities that bridge online and offline.
方刚