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Annual Performance Soars 8-Fold, Terminal Sell-Through Surprisingly Strong, GM Reveals the 'Killer Move' Behind It...
Entering 2018, while peers lamented a tough market and hard-to-sell products, one company grew rapidly. As of now, its walnut milk product sales have surged 4-5 times year-on-year, with full-year performance expected to nearly octuple. More impressively, the company doesn't pressure distributors to stock up or set sales targets, yet terminal sell-through is remarkably strong. What's the secret? Recently, a reporter visited Hebei Lvling Kangwei Food Co., Ltd. to hear General Manager of the Beverage Division, Chen Pu, discuss the 'killer moves' behind the product's hot sales... 'Distribute first, then cooperate'...
New DistributionFrom Deep Distribution to Precision Distribution: Channel Distribution Strategy Transformation in the Era of Digitalization for Brand Owners
The author discusses the challenges beer brands face in B2B cooperation, which cannot be solved by current B2B capabilities. The article argues that brand owners must shift from deep distribution to precision distribution to meet diverse consumer demands, using B2B as a key tool for this transformation.
赵波"Deep Distribution" vs "Deep Fan Marketing": Has the Deep Distribution Theory Become Outdated?
This article is authorized. Source: Deep Fan Marketing (ID: sdfenxiao). At the end of the last century, facing competition from multinational companies like P&G and Coca-Cola, Chinese local companies creatively invented the deep distribution theory. Deep distribution leverages the multi-tiered and fragmented nature of Chinese sales channels to maximize channel penetration and terminal control, using "channel-driven" strategies to counter multinationals' "brand-driven" approaches. With this theoretical weapon, many local Chinese companies not only survived but thrived against multinationals, even becoming industry leaders.
粉丝工场Festive Promotions Underperforming? This Could Be the Problem!
Free access to the research report 'The Battle of Festive Promotions in New Retail Terminals 2018' based on 346,756 terminal samples nationwide is available by clicking 'Read Original' below. With online retail growth slowing, offline retail accounts for about 80% of total retail sales from January to August 2018, making terminal execution crucial. Data shows that perfect in-store execution (displays, promotions) impacts sales by 59%, and timely terminal intelligence is key.
饷拍5 Strategies for Efficient Regional Market Distribution to Accelerate Product Sell-Through
Distribution is a critical task for FMCG companies and sales personnel. Throughout the year, key activities include distributor meetings, second-tier distributor orders, initial distribution at the start of the year (including new product launches), terminal promotions, and consumer publicity campaigns. Executing these well typically yields good results, while poor execution leads to mediocre performance or even widespread losses. Distribution is vital due to FMCG characteristics such as rapid, widespread distribution, impulse buying, and random consumption.
蒋军Terminal Development Is a Positional Battle: Have You Fallen into These Four Pitfalls?
In the increasingly competitive FMCG market with severe brand homogenization, terminal development is a positional battle where the brave win. To succeed, companies must formulate a strong terminal strategy based on their overall strength, specific products, and market conditions, and build a robust terminal service team for systematic development. This article highlights common mistakes in terminal development and outlines the correct procedures.
师顺宽FMCG B2B Platform's "11.11" Battle is About to Begin, JD New Channel Takes the Lead!
On October 18, JD New Channel kicked off the 11.11 Global Good Festival, leveraging its dual online and offline advantages to fully integrate brand owners, channel partners, retailers, and consumers into the borderless retail ecosystem. Building on its existing B2B2C full-chain marketing, it entered a new phase of borderless retail empowerment. Through multiple rounds of promotional stock-up campaigns and multi-touch, highly interactive in-store promotions, the event achieved consumer reach via the B2B2C path, delivering strong brand exposure for brand owners and substantial traffic for stores.
New DistributionFirst Visit to a Distributor: What Psychological Adjustments Should a Manufacturer's Sales Rep Make?
Generally, work progress and results are influenced by two factors: technique and mindset. Mindset includes attitudes toward work, the company, customers, and oneself, rooted in habits of thinking. For a first visit to a distributor, sales reps often have concerns like fear of failure or doubts about their company's competitiveness. Adjusting mindset involves understanding that no company is perfect, selling oneself before the product, recognizing that business has no absolute right or wrong, viewing benefits broadly, leveraging resources through borrowing, avoiding rushing, and seeing the distributor as a stepping stone to the market.
潘文富Last Mile: Pie or Trap? How Did This Post-90s Entrepreneur Achieve Profitability in Last-Mile Delivery That Even Giants Struggle With?
This article profiles Ren Ci, a 94-born entrepreneur who founded Zhitongcang, a company using front warehouses to provide last-mile delivery for FMCG brands and B2B platforms. It details his entrepreneurial journey, the rationale behind the front warehouse model, and how he achieved profitability with 3-hour delivery and monthly revenue of 25 million yuan.
新经销刘少德Good News Keeps Coming: Lvling Walnut Milk Proves Its 'Hot Sales' with Facts!
In the beverage industry, sales peaks during the Spring Festival and Mid-Autumn Festival largely determine annual performance. During the recent Mid-Autumn and National Day holidays, Lvling Walnut Milk, a plant-based protein drink with a health label, saw explosive sales, with three market reports confirming its popularity. The product's success is attributed to its full industry chain, quality ingredients, and strategic marketing, positioning it for continued growth in upcoming festivals.
New DistributionThe Core Work of C-End Deep Distribution Is 'Ignition' and 'Sell-Through'
Traditional B-end deep distribution has become counterproductive, as terminal stores now profit from selling traffic rather than goods. The new approach, C-end deep distribution, focuses on creating incremental sales for terminals by igniting regional word-of-mouth and connecting with consumers, thereby shifting power from terminals to brands.
刘春雄Still Talking About the 8-Step Terminal Visit? No, Sales Still Won't Go Up!
The article argues that traditional B-end deep distribution (terminal visits, shelf restocking) is no longer sufficient for sales growth, and proposes a shift to C-end deep distribution, which focuses on consumer engagement and traffic generation. It emphasizes that while B-end work remains necessary, it should be more precise and efficient, with the core work being consumer-side activation.
刘春雄JD New Distribution, Coca-Cola China, and Swire Beverages Sign Strategic Cooperation Agreement to Fully Share Data and Explore Incremental Markets
On October 11, JD New Distribution, Coca-Cola China, and Swire Beverages Co., Ltd. signed a strategic cooperation agreement. The three parties will be driven by technological innovation and empowered by big data and marketing, carrying out extensive cooperation in channel co-construction, data sharing, brand promotion, and other fields, jointly accelerating regional cooperation nationwide and expanding incremental markets. Attendees at the signing ceremony included Zheng Hongyan, Vice President of JD Group and President of JD Mall New Distribution Business Unit; Han Xiang, Senior Director of Commercial Leadership at Coca-Cola China; and Karen So, Executive Director of Swire Beverages China.
New DistributionWhat Era Is It Now, Still Talking About Distribution Rate and Visit Rate?
The article argues that traditional FMCG sales tactics like distribution rate, blind visits, and inventory stocking are outdated in the era of consumption segmentation. It advocates for targeted distribution, precision visits, and sales-driven actions, supported by channel digitalization, as exemplified by successful case studies.
刘春雄Choosing the Right Channel for Terminal Distribution Is Crucial: A Complete Guide to Six Channel Types Including Supermarkets, Catering, and Special Channels!
Terminals are where products and consumers complete transactions, serving as the final link in the supply chain. For distributors, understanding the composition and characteristics of terminal channels is essential for checking channel structures and planning layouts before each marketing season. This article details six types of terminal channels: large supermarkets, chain convenience stores, medium-sized supermarkets, small shops, catering, and special channels, along with their features and operational strategies.
刘海怀Three Key Strategies for Peak Season Sales
As the peak season approaches, FMCG manufacturers must focus on product sell-through after stocking up. This article outlines three essential preheating steps: terminal activation, appropriate promotional pull, and service marketing, to ensure products move quickly from warehouses to consumers.
崔自三Covering 40,000 Outlets in 3 Years, 600 Million GMV, Just Secured Over 100 Million Yuan in Series B Funding - What Makes Kuailai Zhanggui Stand Out?
Kuailai Zhanggui, a Shanghai-based B2B platform, has achieved rapid growth by covering nearly 40,000 outlets in East China and reaching a GMV of 600 million yuan in 2018, following a Series B funding of over 100 million yuan. Its success is attributed to a light-asset model with a focus on system efficiency, full-process online operations, and a strategic approach to market penetration.
新经销刘少德Terminal Sell-Through: The Complete Work Checklist
For distributors, stocking shelves is not the problem; the real issue is when products don't move in stores. This article provides a framework for terminal sell-through in FMCG and related industries, covering the four key tasks: making products available, visible, audible, and top-of-mind, with detailed work checklists for each.
魏庆老师Two Years, Tens of Thousands of Square Meters of Warehousing, and a Tech Team of Nearly 100: He Uses His Own Experience to Show You That 80% of Unified Warehousing and Distribution Is Done Wrong!
A former senior engineer at Microsoft and Facebook returns to China to start a business, targeting the FMCG sector. He explains why a tech company invests heavily in warehousing and distribution, and why 80% of unified warehousing and distribution is done wrong.
新经销刘少德In the Digital Era, Should Brands Still Do Deep Distribution?
Despite rising costs and the rise of B2B platforms, deep distribution remains essential for brands to compete at the retail level. The future lies in collaborative models where brands partner with new types of distributors, such as individual entrepreneurs, marketing distributors, or regional self-operated B2B platforms, leveraging digital tools for efficiency.
袁来Can Shared Sales Representatives Replace Distributor Sales Reps as a Tool for Brands to Achieve Deep Distribution?
Since 2014, almost all FMCG B2B matching platforms have entered the market with shared sales as a key strategy, but most have not performed well, with few success stories. The reasons for failure are simple: either they directly conflict with frontline brand sales reps, making it nearly impossible to replace them, or they target non-first-tier brands or distributors, leading to conflicts with regional distributor sales reps and ultimately burning money on traffic.
杜建芳“Prepare the Supplies Before Troops Move”: These Preparations Will Double Your Holiday Promotion Results!
As the Mid-Autumn Festival and National Day approach, terminal promotions are in full swing. This article outlines a time-reversed preparation plan for terminal promotions, detailing key steps and timelines to ensure effective execution and maximize sales impact.
宋锴Taking on Red Bull: What Is Yili, the "Jack-of-All-Trades," Up To?
For Huanxingyuan, a functional beverage launched just months ago, competition from incumbents like Red Bull and Lehu is not to be underestimated. Your "stay-up-late神器" might need an upgrade. When it comes to functional drinks, Red Bull is the first brand that comes to mind, holding half of the domestic market. Unfortunately, its internal strife over trademark disputes has attracted new players. Four months ago, dairy giant Yili also set its sights on functional beverages, launching the energy drink Huanxingyuan, with the latest official word that "market feedback is currently positive." This is just a small step in Yili's broader cross-industry expansion.
何己派No Display, No Sales: Remember These 9 Characters for Display!
Terminal display is crucial for sales. This article outlines key considerations for display, including attracting attention, enhancing brand image, intercepting target consumers, and rational comparison with similar products. It also provides principles for display, such as maximizing area, maintaining cleanliness, and following the nine-character principle: quantity, concentration, ease, completeness, cleanliness, connection, timeliness, brightness, and color.
New Distribution