TOPIC ARCHIVE
Distribution & Channels articles
深度分销/渠道
Browse 1251 New Distribution articles about Distribution & Channels.
Published articles
1251 articles · Page 23 of 53
Why Is Wanglaoji's Herbal Tea Shop Not Reliable?
After a five-year legal battle with JDB, Wanglaoji officially announced in December 2017 that it would open physical herbal tea shops. While many praised this move, the author argues that despite the logical category extension, Wanglaoji's herbal tea shops are not reliable due to overambitious expansion plans, supply chain challenges, and a mismatch with young consumers' preferences.
袁来Attention! In 2018 Business Visits, These Six Phrases Are Wrong the Moment You Say Them!
In store visits, especially those by frontline salespeople, failing to control and optimize sales behavior and language, and lacking deliberate practice over years, can halve a salesperson's growth rate. The mistakes salespeople make in speech are not limited to the six phrases mentioned here, but these six are more insidious in their logic. The first: 'Boss! How's business lately?' Many salespeople like to start their routine visits with this phrase...
黄润霖Practical Case: Build Distribution, Organize Teams, Set Standards, Execute Well – A Step-by-Step Guide to Covering 11 Townships in 20 Days!
Distribution, also known as market coverage, is a series of processes to persuade retail terminals to stock a company's or distributor's products, and is a collaborative activity between companies and distributors (or distributors and sub-distributors) to open markets in the short term. It is the most direct and effective method for introducing new products, occupying terminal channels, and increasing market coverage, and is an important foundation for rapid market launch. Typically, distribution campaigns have three characteristics: short duration (county-level township markets can be covered in 20-30 days), high speed (requiring concentrated human, material, and financial resources for efficient and rapid market development), and multiple methods (using distribution突击 teams, free tastings, prize giveaways, etc.).
徐涛Diligence, Digging, and Dosing: How to Win Over Stubborn Dealers!
In sales development, hitting a wall is not shameful; being repeatedly stung by the same thorn is. Grassroots sales is a job of enduring all kinds of treatment and relying on others, and without years of thick-skinned practice on the front lines, you can't become that 'indestructible, clanging copper pea.' Stubborn dealers are the most headache-inducing, but also the most endearing, because they are the least inclined to think. Their rejection tactics and even language patterns are always the same, as they just want to get rid of you quickly, using the safest and most conservative phrases. To win them over, you need the seven-character strategy: diligence, digging, and dosing, plus a final reminder not to ask for too much.
黄润霖Ultimate Terminal Distribution Script! Manufacturer + Distributor + Salesperson + Secondary Wholesaler + Terminal + Distribution = 100% Success!!
Getting new products to the terminal and in front of consumers is key to a successful launch. Based on new product promotion experience, I've summarized common communication techniques and methods below, hoping to spark further ideas: 1. Store owner: "This new product isn't the best in your line, why should I stock it?" Salesperson: "Boss, not every product is the best in its category, but each tier has its own consumer base, and every product we offer can genuinely increase your profits. Just like cars: Mercedes has its buyers, but Santana still has plenty of riders—and more of them."
New Distribution2018's Most Comprehensive Display Principles and Techniques!
The display of terminal products directly affects product sales and image presentation. The author summarizes the nine-character policy for terminal display, ten display standards for stores, and eighteen display rules for beginner, intermediate, and advanced levels, systematically elaborating on the standards and details of terminal display, which are also the most basic requirements for display. Although there are many display rules, they are not 'restrictions' but rather 'guidance' accumulated from science and practical experience. 'The subtlety of application lies in the mind,' so they can be flexibly applied according to specific situations and should not be taken dogmatically.
New DistributionExclusive | Riding the Wave, Leading the Charge: An Interpretation of Qingfeng Paper's 2018 B2B Strategy
With the explosive growth of FMCG B2B platforms over the past three years, the internetization of the FMCG industry has become a focus for brands and society at large. On December 15, a New Distribution reporter interviewed Dustin, General Manager of Sales Operations Planning, Hu Tao, General Manager of Eli, and other channel marketing staff at APP's tissue marketing headquarters for nearly two hours. Dustin fully elaborated on the practical strategies of APP's tissue sales COO Pan Jiahong and the sales operations department for Qingfeng and FMCG B2B platforms.
袁来JD New Distribution Positions 2018 as a 'Key Development Year', Targeting Coverage of 1 Million Small Stores!
As 2017 draws to a close and 2018 approaches, JD New Distribution, a leading FMCG B2B platform, marks its second anniversary. After two years of exploration, the company has laid a solid foundation and refined its model. For 2018, it aims to cover 1 million small and medium-sized stores, including 50,000 JD convenience stores, by focusing on brand partnerships, value-added services, and B2B logistics upgrades.
袁来Troubled by 'No Promotion, No Sales' During the Double Festival? Try These Three Strategies!
In the current market, there are too many competing products, and mainstream products require frequent promotions, while non-mainstream ones need even more. The prolonged price war has spoiled consumers. "Frequent promotions yield no profit, but once promotions stop, brand sales drop directly by 30%." This is a dilemma every distributor faces. To seize the peak sales opportunities during festivals, distributors have to intensify promotional efforts, hiring promoters and setting up displays, spending a lot but without significant sales improvement. Yet, not promoting is not an option, leaving distributors in a bind. How to solve the 'no promotion, no sales' problem? The experiences of three mainstream distributors from different regions, handling different products and channels, may offer some insights.
New Distribution1 Year, 5,000+ Outlets, Tripled Performance, Annual Revenue Over 100 Million: How Did He Do It?
A year ago, a few salespeople served 300 outlets with annual revenue of just over 30 million; a year later, 20+ salespeople serve 5,000+ outlets with annual revenue exceeding 100 million. In just over a year, how did he achieve this? In 2017, New Distribution conducted a survey of 22 major cities across China, systematically investigating the coverage, penetration, supply chain organization, platform operations, delivery capabilities, and service visits of various FMCG B2B platforms in different regions.
刘少德What Should a Sales Manager Do at Year-End? — A Market Self-Audit at Close Range!
As the year draws to a close, it's time for review and reflection. Beyond routine annual reports, next year's plans, and budget forecasts, regional managers should engage in deeper self-examination of their market management. This article provides a systematic self-audit framework covering four stages—from avoiding basic errors to mastering strategic thinking—to help regional managers identify gaps, correct course, and prepare for the coming year.
魏庆Fearless of hardship and fatigue, top sales representatives visit retail outlets like this!
From the day I entered the industry, my boss told me that 'distribution, display, sales, and collection' are the sacred mission of a salesperson, the 'eight-character guideline' that a salesperson must memorize even in dreams. I have seen many people who loudly proclaim slogans like 'Iron Army' or 'Assault Team,' but behind their slogans, I see no evidence of their 'iron' quality or 'assault' capability. Sales indeed requires some slogan motivation, but more importantly, it requires persistence and focus in every link. Only in this way can we thoroughly defeat competitors and build a top-tier sales team.
俞雷Can High Commissions Motivate Salespeople to Sell New Products?
In the boss's view, there is certainly room for employee improvement, but it requires external drivers such as assessment pressure and incentives. During the new product launch phase, the simplest way to encourage employees to sell more new products is to offer higher commission rates for new products, such as one point for old products and two points for new ones. However, the actual effect is not as good as expected; employees do not show much interest in selling new products and continue to sell old ones.
潘文富Exposing FMCG Salespeople's Tricks to Profit from Company Loopholes—You'll Relate
Recently, many FMCG salespeople complain about poor market conditions, low sales, and low income; others blame strict management, tight commission and travel expense policies, and lack of perks. Some also say marketing management is too rigid, with satellite tracking, daily reports to headquarters, and work logs. The central theme is low income and strict management, making sales jobs seem unprofitable. According to industry reports, salesperson incomes are declining, careers are shortening, and only a few truly profit, while most barely make ends meet. As the saying goes, 'No matter how careful, there's always a loophole.' Despite companies' marketing rules, there are still marketing black holes. Many salespeople exploit these management flaws to get rich, some even amassing millions. Here are ten common tricks used by FMCG salespeople to profit from company loopholes.
New DistributionThree Strategies to Solve the Problem of 'Easy Distribution, Difficult Sales'
For many distributors, product distribution can be completed quickly, but market activation after distribution is slow. Once products fail to sell, it leaves a poor impression on retail stores, affecting long-term customer 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 in consumer purchase decisions and the ultimate realization of distributor profits.
师顺宽Performance-Driven Deep Distribution Is a Poison to Brands!
The formation of China's FMCG giants has always been built on the dividends of a channel empire where terminals reign supreme. Once, many domestic experts loudly proclaimed that channels were not king, but brands were; however, the JDB case of changing its brand name slapped these experts in the face. Looking back at thirty years of marketing in China's FMCG industry, before 2013, almost no one thought that performance growth was difficult; at worst, three moves would work every time: first, use big guns; second, tighten the spring; third, launch new products.
方刚Not All Distributors Can Open Retail Stores
Distributors often find their own business tiring and envy those who make easy money, leading them to consider opening retail stores. However, few succeed due to differences in professionalism, talent, cost control, customer interaction, patience, and service awareness.
潘文富Yanghe Builds Full Marketing System, Imports Over 70,000 Outlets in Shandong: A Bold Move for Direct Terminal Control?
Yanghe is advancing its 'Yanghe SFA' system to integrate terminal sales data, clarify manufacturer-dealer roles, and transform distributors into delivery partners. In Shandong alone, the system has been rolled out to 70% of terminal outlets, targeting over 70,000 locations, marking a strategic step toward direct terminal control and deeper national expansion.
云酒团队Exclusive Serial: Offline Sales Secrets of Top Consumer Goods Companies (Part 2)
This episode focuses on a crucial metric in the FMCG industry: 'distribution rate'. It explains why distribution is essential for sales, how top companies collect and analyze distribution data, and the importance of real-time, multi-dimensional reporting for effective management.
刘昭Offline Sales Secrets of Top FMCG Companies (Part 1)
In the FMCG industry, competition is fierce and product differences are minimal, making it hard to distinguish between Pepsi and Coke or various liquors in blind tastings. To stand out, companies rely on product marketing and offline sales. Field 365 has summarized some offline sales secrets from top FMCG companies, starting with the concept of 'channel intensive cultivation' (通路精耕), which involves fine-grained management of all terminal stores and distributors, but requires a scientific management system to implement effectively.
刘昭Yunmei's "Smart Commerce": The Third Pole Beyond Alibaba Retail Link and JD New Path
At the 3rd China FMCG + Internet Conference (CFIC) held in Chongqing on November 8-9, Yunmei Co., Ltd. attracted high attention with its Xunmao Smart Commerce System and was awarded "2017 China FMCG Supply Chain Quality Service Provider." In April this year, Liu Qiangdong announced plans to build over 1 million JD convenience stores nationwide in five years, and in August, Alibaba Retail Link announced cooperation with distributors to build 2,000 forward warehouses covering 1 million retail stores.
New DistributionAnnual Sales Planning: High-Sounding but Without an Execution System, It's Just Fooling Ghosts!
As the year ends, sales departments are busy making annual sales plans for 2018. However, plans alone, even with assessment and rewards, cannot ensure execution. This article uses new product sales as an example to explain a four-part management system for landing annual plans: solving willingness, capability, know-how, and monitoring progress.
魏庆Zhanghe Cloud Warehouse's Zha Jiulan: Shared Cloud Warehousing, Following the Trend
On November 9, at the 3rd 'FMCG + Internet' Conference, Zha Jiulan, co-founder of Zhanghe Tianxia and CEO of Zhanghe Supply Chain, proposed building localized Zhanghe shared cloud warehouses. Based on the transformation trends of the FMCG industry and the dual upgrades in consumption and technology, the initiative aims to deepen regional supply chain operations, fostering collaborative win-win outcomes across the entire industry chain involving brand owners, distributors, and terminal stores. Shared cloud warehousing is a strategic move aligned with future trends.
New DistributionHow to Accelerate Sell-Through at the Terminal? Finding the Top 50 Stores Is Key
A common problem in the FMCG industry is that products are distributed, displayed, and promoted, but they don't sell through. This article introduces a method called 'New Product Sell-Through Top 50 Stores' to accelerate sell-through speed, based on a course by Teacher Wei Qing.
魏庆