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New Products Hard to Distribute, Always Rejected? That's Because You Didn't Say This to Retailers...
When facing salespeople, terminal stores first think about making money—but not entirely. More owners care about whether your product (especially new products) will sell, and whether they'll lose money. If selling the product won't lose money and provides a sense of security, then the profit story can work better. What words or phenomena make terminal customers feel secure? In summary, it's the following points: 1. Small order quantity, no capital pressure, attract consumers, why not try a small amount? Boss, today I recommend a new product...
魏庆After JD's New Path, Alibaba's Retail Link Also Aims to Win Over 1 Million Small Stores!
On August 28, Alibaba Group's B2B business unit, Retail Link, held a global strategy conference in Hangzhou with the theme 'Trees make a forest, rivers flow to the sea.' Retail Link announced it will cover 1 million small stores in the next year, having already surpassed 500,000 stores, becoming one of the platforms with the most store coverage in the FMCG B2B sector.
New DistributionDistributors: How Should Your Terminal Management Be Sunk to Enhance Competitiveness?
Most distributors' businesses are too superficial, lacking true depth in planning, product mix, execution, customer management, and sales promotion activities. To improve, they must establish a solid terminal management system, provide value-added services, shift from inventory transfer to actual selling, and further sink terminals to direct users and consumers.
潘文富Tang Daren: Why Could It Afford to Lie in Wait for Six Years?
Tang Daren suddenly became popular! The product first gained widespread attention in 2015 when it exploded with a surge in sales; the second time was in August 2017 when Uni-President's Lo Chih-hsien announced a gradual exit from the instant noodle market but a focus on Tang Daren. In fact, Tang Daren has always been around, but most of us just didn't notice it before. It was launched around 2009 when Uni-President was promoting its Laotan Sauerkraut flavor, and it lay in wait for six years before its first big success.
刘春雄A Heartfelt Distribution Note from an FMCG Salesperson: Show Some Care for Small Shop Owners!
Every salesperson spends a long time talking with shop owners to discover their needs through conversation. 'Sometimes they care less about whether I hit my sales target and more about what they can help me with—they truly treat me as a friend.' Enduring hardship and heat is the price for sales success.
邹佳金Revenue and Profit Both Decline: Have Unified's New Products and Distribution Channels Failed?
Uni-President, which has long relied on new product launches and distribution channel reforms to boost performance, seems to have hit a rough patch. Its 2017 interim results showed declines in both revenue and profit, with the beverage business suffering significantly. The company attributed this to the negative effects of adjusting sales pace and reforming traditional operating models since the second half of 2016. Zhu Danpeng, a researcher at China Food Industry, told Yicai that the decline was expected, noting that while new products like Hai Zhi Yan and Xiao Ming Tong Xue boosted the brand in 2015, they declined in 2016, and the distribution reform has yet to show results, making a turnaround difficult.
何天骄Turning "Face Projects" into "Genuine Recognition" in Customer Relations
Customer relations (keqing) are useful, but they are only a sales aid, not the driving force. When they become the main work of salespeople, they backfire. Effective customer relations come from working together and achieving results, not from superficial visits.
刘春雄Price Differentials, Channel Crossing, Display... Learn Terminal Management from Wahaha: Three Strategies and Seven Tactics to Cure All Ills!
A healthy market growth depends not only on team building and channel development but also on terminal development and management. Wahaha has developed unique terminal management methods, including price differential management, anti-channel-crossing measures, and innovative display strategies, which have proven effective in boosting sales and efficiency.
罗宏文Stop Fooling Yourself: Most Traditional Companies Are Engaged in Fake Transformation
Large enterprises naturally attract attention, and their every move resonates with industry practitioners. However, experts often cite examples like Wahaha, Want Want, Master Kong, Nongfu Spring, Yili, and Mengniu, which offer little guidance for the majority of small and medium-sized enterprises (SMEs) struggling to survive. Business development depends on opportunities and accumulated strengths; Wahaha, despite a nearly 40% decline in recent years, still generates over 50 billion yuan in sales, instantly surpassing many SMEs. Transformation paths modeled on large enterprises are bound to be ill-suited, or they may end up going in circles without progress.
余五洲Can't Move Products? Distributors, Check Your Salespeople for These Five Misconceptions
The channel is the customer, and the terminal is the market. However, many terminal marketing personnel fail in their business due to misconceptions in their concepts. This article outlines five common misconceptions and provides strategies to correct them.
New DistributionOne Map, One Route, Three Tables, Seven Fixes: How to Seize the Terminal
The terminal is the final link in the distribution chain, encompassing various retail outlets where consumers purchase goods. For distributors, these include hypermarkets, supermarkets, convenience stores, grocery stores, and retail stalls. Terminals hold significant commercial value, such as shortening distance, providing convenience, and promoting purchases, leading manufacturers to increasingly prioritize them, resulting in phenomena like 'grabbing territory,' 'grabbing terminals,' and 'grabbing displays.' However, numerous problems exist in terminal operations, including product chaos, pricing inconsistencies, weak channel management, uneven execution, poor new product promotion, salespeople neglecting small stores, exploiting system loopholes, and inefficiency. These issues ultimately lead to poor terminal sell-through, necessitating a fresh understanding of terminals.
New DistributionEmbarrassing! Multiple Uni-President Factories Shut Down During Peak Season
As the beverage sales peak season arrives, news of Uni-President forcing employee departures and closing factories has exposed the awkward reality of its beverage business: declining performance and factory shutdowns. Since July 6, reports have circulated about the closure of two factories in Xuzhou and Shijiazhuang, along with labor arbitration and lawsuits involving some employees.
赵晓娟Sorry! We Don't Want to Cooperate with Such Terminal Markets!
As distributors, we work hard every day to cultivate new customers and plan activities for retail outlets. After years, some outlets have grown significantly, while others remain stagnant. The key difference lies not in the market environment but in the way business is conducted and the attitude towards it. The following types of township customers are particularly troublesome and rarely achieve significant growth.
New DistributionMajor Move: JD New通路's Three Major Systems Openly and Transparently Connect with Manufacturers—What Does Alibaba Think?
JD New通路 announced on its official WeChat account that it will expand nationwide starting July 1, and introduced three major operational management systems for JD convenience stores. New Distribution previously analyzed New通路's 'online and offline blooming' in mid-June; today, we examine the new opportunities these three systems bring to brand owners. The smart management system for JD convenience stores, which connects brand owners, terminal stores, and consumers, includes the Smart Store Management System, the Walker Promotion Platform, and the Insight Big Data System.
New DistributionBeing a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!
Display plays a crucial role in the entire sales process. Poor product display can undermine all previous efforts, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources effectively.
New Distribution32 Promotional Tactics You Can Use Right Away to Solve the Problems of Terminals Not Pushing Your Product and Consumers Not Buying
In baijiu marketing, products seem to sell only when promoted. Without promotion, distributors, channels, or terminals won't stock up; without promotion, channels or terminals won't push your product; without promotion, channel and terminal loyalty declines; and without promotion, market share is quickly lost to competitors. These phenomena force manufacturers to invest heavily in sales promotions to expand market share and grow sales. Below are 32 channel promotion tactics seen in the market, shared for reference.
朱志明Tiered Policies Are Ruining the Channel
At a distributor meeting, a distributor complained that small stores lack loyalty because they buy from secondary wholesalers, who offer lower prices due to tiered policies. The author argues that these tiered policies, originally meant to encourage larger orders, have become so high that only secondary wholesalers can meet them, thereby reviving a distribution layer that deep distribution had eliminated, harming the channel's efficiency.
刘春雄Omnichannel New Retail Has Arrived, Chinese Channel Players Are Confused, What to Do?!
Before fully understanding e-commerce, omnichannel was introduced; before omnichannel was implemented, new retail came along, leaving everyone confused. Traditional channels still exist and will persist, but the anxiety over channels is widespread, and the concepts of omnichannel and new retail may not be suitable for all businesses.
谭长春24 Product Display Rhymes with Detailed Illustrations!
Good product display leaves customers with an impression of professional management and attentive service, while helping retail departments achieve better product management, increase store sales, create a shopping atmosphere, stimulate purchase desire, and attract and retain customers. However, given the numerous display requirements and product varieties, frontline staff often find it hard to remember and master them. Therefore, basic display principles and standards have been compiled into rhymes, with illustrations to facilitate frontline staff's understanding and practical application.
New Distribution【Today's News】Uni-President Chairman Actively Responds to Mainland Market Changes; Analyst Suggests Nestlé Sell All Confectionery Business; Juewei Duck Neck and Ele.me Jointly Establish Venture Capital Fund
FMCG news: 1. Uni-President chairman: actively respond to mainland market changes, future strategy is one core plus four main axes. Uni-President held a shareholders' meeting, chaired by Chairman Lo Chih-hsien. After the meeting, Lo said the overall mainland China market has no problems, and Uni-President will actively cooperate with changes. He also said Uni-President's future strategy will be one core plus four main axes, including strategic alliances and strategic M&A. According to Taiwanese media reports, Lo said that with the efforts of the management team, last year's revenue was NT$413.4 billion (approximately RMB 92.7 billion), and net profit after tax was NT$14.5 billion, up 3% from the previous year, both setting new records.
New DistributionJD New Channel's 618 Surge of 2300% and National Coverage from July 1: What Does It Mean for China's FMCG Industry?
JD's 618 campaign concluded with JD New Channel achieving record highs in GMV, order volume, and active user growth. On June 1, the first day of the JD掌柜宝 promotion, sales surpassed the total for the entire 18-day period from June 1-18 last year; on June 18, sales surged 2300% year-on-year, exceeding last June's total within just 4 hours. Over 30,000 small stores participated offline, and this daily active count indicates New Channel's current capability to cover 1 million small stores. In announcing these results, New Channel also stated that its business would cover the whole country from July 1, making it China's first nationwide B2B platform.
赵波How Powerful Is Terminal Visual Merchandising? This Is How You Boost Sales in the Beverage Peak Season!
During the peak season, beverage manufacturers engage in a distribution war, and the basic daily tasks for frontline sales representatives are to stock storefronts, shelves, and freezers. However, there is significant skill involved in these tasks. The author summarizes six standard actions for terminal operations: carry, cut, paste, move, arrange, and stuff, which guide sales reps on what to do and how to do it effectively.
赵波Want to Stand Out in FMCG? You Still Need Internet Celebrity Wang Sicong!
Wang Sicong, China's most famous rich second generation, has launched a beverage called EROS, priced at 9.9 yuan per bottle, with the slogan 'Live for fun'. This article analyzes how he applies internet celebrity incubation thinking to the beverage industry, examining its brand IP, market positioning, advantages, and potential flaws.
龙小龙Logistics Trucks' Empty Load Rate Near 40%: Each Distribution Link Adds 5-10% to Product Prices
A survey by People's Daily reveals that high distribution costs in China, driven by excessive intermediaries, inefficient logistics, and policy inconsistencies, add 5-10% to prices per link, burdening consumers and hindering market expansion. The article calls for streamlining distribution to boost consumption and economic transformation.
杜海涛王珂林丽鹂