TOPIC ARCHIVE
Distribution & Channels articles
深度分销/渠道
Browse 1251 New Distribution articles about Distribution & Channels.
Published articles
1251 articles · Page 24 of 53
Must-Read: Salesperson Survival Manual
For an ordinary salesperson, doing the job well is enough; for one seeking rapid advancement, the ability to handle paperwork is indispensable. This article provides practical guidance on writing policy applications, sales plans, summaries, research reports, and sales diaries that win approval and recognition.
刘春雄Alibaba Retail Link Partners with Master Kong to Embrace Big Data-Driven New Retail
As November begins, the world enters the Double 11 shopping season, and Retail Link, together with 600,000 small retail stores, ushers in the Double 11 store carnival. Just before Double 11, FMCG giant Master Kong, along with its national distributors, joined Retail Link to embrace new retail. On October 31, Alibaba Retail Link and Master Kong's instant noodle division signed a national cooperation agreement at Alibaba's Binjiang campus, aiming to leverage Retail Link's channel and technology advantages to build a data-driven management system and enhance brand penetration.
New DistributionTurning Around the Toughest Market in a Week: Sales Up Tenfold!
At the start of this year, I joined a southern food group as an FMCG beverage salesperson, working in townships with second-tier distributors. After six months of hardship, I was transferred back to the city and assigned to District A, where five salespeople had failed in a year. After analyzing the situation, I visited stores dressed as a market supervisor's assistant, listened to complaints, and then returned to offer solutions, boosting sales from 30 to 1800 cases in four days—a tenfold increase.
New DistributionFrontline Sales Reps Start by Riding Along: Remember These 8 Key Moves!
Riding along with distributors is a fundamental task for frontline sales reps, serving as an excellent channel for customer service and relationship building. It not only helps better understand the market and find solutions but also strengthens the bond between reps and clients, boosting client enthusiasm and cooperation. However, it is also the most demanding work, enduring scorching summers and freezing winters. Some reps gain valuable insights and strategies to boost sales, while others merely act as movers, exhausting themselves without improving performance. This article breaks down the eight essential actions for effective ride-along work.
姚占伟Is the Salesperson Profession Really About to Disappear?
Who is talking down the salesperson profession? Recently, a claim has been circulating among some groups that with the development of e-commerce, the salesperson profession will be replaced by e-commerce, big data, and the internet, and that salespeople will disappear in the near future. There seem to be many who hold this view, mostly representatives of emerging industries, including investment and financing circles and e-commerce circles. We know that China's market economy began with the supply and marketing era of the planned economy, and the supply and marketing department was the starting point for Chinese salespeople. With the intensification of market competition, supply and marketing evolved into marketing, and marketing further evolved into sales and market.
董小全How to Implement Deep Distribution in the Internet Era?
Deep distribution is a tactical system, not a strategic one. It serves as a sales accelerator and an offensive weapon for both traditional FMCG companies and internet firms (ground promotion). However, once it falls into a prolonged war or is used for defense, with excessive coverage and long battle lines, management difficulty increases and it will inevitably decline. The controversy over deep distribution has never ceased since its inception, with various voices of support and doubt. In recent years, with the advent of the internet era, there have been many voices predicting its decline, especially as many traditional companies skilled in deep distribution have seen performance decline, further fueling the debate.
方刚Jiangxiaobai's Entry into Sichuan: An Alternative Approach to Deep Distribution
Despite the adage 'Don't enter Sichuan in the west, don't enter Anhui in the east,' Jiangxiaobai created an industry legend in Sichuan. Many attribute this to its marketing communications, but its traditional marketing prowess, especially in channel distribution and promotion, is equally strong. Even if your IP is hugely popular, if your product cannot reach consumers through channels, everything is zero. Therefore, before Jiangxiaobai's IP, content, and self-media marketing took off, its marketing team worked with platform partners to adopt a combined online-offline human-wave tactic to deeply cultivate channels. This article details Jiangxiaobai's deep distribution model using the Chengdu campaign as an example.
杨叶护Eternal Asia's New Distribution Strategy Takes Off: 'Sanhao Festival' Achieves 'Three-izations' for Brands and Retail Outlets
As internet e-commerce impacts offline distribution, traditional retail models struggle to meet higher consumer experience demands and face global competition. In 2016, JD proposed New Channels and Alibaba proposed New Retail. China's distribution industry urgently needs transformation, and Eternal Asia, a supply chain service provider, introduced the concept of New Distribution in its 20th year. With an open, cooperative mindset, it embraces the internet to achieve resource, information, and capital sharing from upstream to downstream, liberating partners from old constraints.
New DistributionJD New Distribution Launches Its First Offline "Double 11" Today, Benefiting Hundreds of Millions of Consumers with Many Highlights
On October 16, JD New Distribution fired the first shot in the 11.11 "goods-grabbing battle." Unlike previous Double 11 events, this is not just an online e-commerce festival but a nationwide shopping carnival co-created with hundreds of thousands of offline retail stores. JD New Distribution, together with ten best-selling brands and hundreds of thousands of stores, is launching a consumption spree across the country under the theme "JD 11.11, Enter Stores to Pick Good Products," marking the official start of its first offline Double 11.
New DistributionMastering the "6, 6, 8" Rules: How Nongfu Creates Dynamic Displays!
Terminal merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it makes products "self-sell." When implementing terminal merchandising, focus on six key elements: the right product, the right place, the right time, the right quantity, the right price, and the right display format.
New DistributionWei Qing: Why in Large Companies, the Sales Frontline Deceives Itself from Top to Bottom?
In large companies, why do people collectively march forward on the path of self-deception? A case study reveals that even when frontline staff know certain practices are wrong, they continue due to company mandates, highlighting systemic management flaws that go unaddressed.
魏庆When Visiting Clients, If You Run Out of Topics, How to Build Trust and Close Deals?
When visiting clients, if you run out of topics, how to build trust and close deals? A group member, Xiao Wu from Hubei, asks for advice on market development. He has been visiting stores for three months but struggles with what to bring, what to talk about, and overcoming fear of making phone calls. The response suggests using the McCue 66 to gather client information, providing thoughtful gestures like breakfast or snacks, starting conversations with caring topics, sending regular blessing messages, and offering value-added services like industry case studies to build relationships and trust.
New DistributionMastering Terminal Sales: A Four-Step Playbook for Distribution, Hotels, Group Buying, and Supermarkets
Terminal sales are the final and most critical step in the product sales chain, fraught with risk and uncertainty. This article summarizes practical methods for driving terminal sales in the baijiu industry, outlining a four-step approach for each of four channels: distribution, hotels, group buying, and supermarkets.
叶明军Optimize Visit Routes, Accelerate Terminal Stocking: 10 Tips to Reduce Inventory!
Many companies blindly imitate the terminal visit route model of well-known enterprises, but fail to get orders or sell products. Here are 10 tips to accelerate terminal distribution, including finding opportunity stores, concentrated visits, and route optimization.
魏庆Why Have You Been a Salesperson for So Many Years Without Promotion?
Some salespeople are frustrated because they have worked on the front line for many years, with good customer relationships and seniority, yet have never been promoted or improved. The author summarizes several reasons: lack of ambition, unwillingness to learn, poor thinking skills, and resistance to change. Those who do not set goals, refuse to learn, fail to think independently, and resist change are likely to be eliminated in the fast-paced business environment.
梁胜威What Exactly Should You Look at When Observing the Market All Day? How? Five Steps for Terminal Inspection!
1. Prepare before entering the store for inspection: manage what you inspect, think about recent management priorities and related in-store inspection content. Check the route manual to familiarize yourself with the terminal owner's name, review the sales representative's recorded visit times, purchase history, and gift order records. In this step, besides familiarizing with the store's basic information, the supervisor should think more about which products and issues need focused inspection in this store. For example: if the visit time in the route manual has been altered, think about rechecking the visit time upon entering the store. If the purchase history shows that product A has not had a second purchase for five consecutive weeks, think about checking the display and date of product A upon entering, being careful about potential defective products, asking the sales guide about difficulties, and why the store is not moving the product.
魏庆Even If Products Have Their Own Traffic, the Channel Battlefield Cannot Be Missed
The article argues that despite the rise of internet marketing, traditional channel distribution remains crucial. Even products with strong online presence, like Jiangxiaobai, rely heavily on offline channels. The author advocates for a balanced 4P approach where channels also serve as communication platforms, emphasizing that while online traffic can be fleeting, channels provide stable and controllable communication.
刘春雄Practical Tips: The "742" Secret for Cash Stockpiling During the Mid-Autumn Festival, a 10-Year Experience Summary!
In the FMCG industry, the saying "terminal is king, terminal wins" remains relevant. However, merely having terminals is not enough; success comes from terminal activities, especially during peak seasons when stockpiling is crucial. This article shares the "742" technique for cash stockpiling, based on a decade of experience, to help salespeople effectively manage terminals and boost sales.
赵俊德The 'Butterfly Effect' of Salesperson Shelf Management: 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 precision. The standard for measuring market excellence has shifted from mere sales volume to terminal performance, including distribution rate, image promotion, pricing system, and shelf display. In particular, shelf display is now recognized by almost all FMCG manufacturers as the critical point of contact between products and consumers, leading to a fierce 'land grab' for prime shelf space.
刘连喜Learn Product Display with a Rhyme!
This article provides a simple rhyme and detailed illustrated guidelines for scientific, reasonable, and aesthetically pleasing supermarket product displays to boost sales. It covers 15 key principles, from visibility and reachability to anti-theft measures, and also promotes the upcoming CFIC China FMCG + Internet Conference.
New DistributionJD New Channel Launches 'Didi Chuxing' Model, Turning Millions of Small Shop Owners into Brand Merchandisers
On the morning of September 11, the author was invited to attend JD New Channel's 'Walker Promotion Platform Media Sharing Session', where Zhu Hongfang, General Manager of the Innovation Marketing Department of JD Mall's New Channel Division, introduced the Walker Promotion Platform. This article shares with readers what this new system is and its significance for the FMCG industry. In the 3A marketing strategy of Available, Affordable, and Acceptable, the first core task is to make products available, which includes distributing products to ubiquitous points of sale and managing sales terminals effectively.
赵波Fierce Brand Competition Makes Channels a Hot Commodity! Distributors Building Their Own Terminals Face Challenges
As brand competition intensifies, channels have become a hot commodity, prompting many distributors to build their own retail terminals. However, this strategy is fraught with difficulties, including high complexity, professional talent shortages, and financial risks, requiring careful consideration and preparation.
张玉A Salesman's Monologue: An Utterly Failed Distributor Visit!
A distributor recounts a disastrous visit from two salesmen of a well-known domestic wine brand, highlighting their lack of preparation, knowledge, and professionalism, which led to a failed negotiation.
New DistributionNo Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?
Product display quality directly impacts brand cultivation success. Research shows that most consumer purchases are unplanned, so vivid displays can attract attention and boost sales. This article outlines the '43521' display formula, four key steps for effective merchandising, and strategies for different retail channels.
方刚