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Arrogant Salesmen, Deceptive Manufacturers: Get Lost if You Can't Talk Straight!
This article compares the capabilities and qualities of manufacturer sales personnel from ten years ago with those of today, analyzing the reasons for the decline in their professional standards. It highlights the shift from experienced, knowledgeable, and relationship-focused salespeople to younger, less competent, and often deceptive ones, attributing the decline to management attitudes, systemic issues, and short-term profit-driven practices.
New DistributionUnveiling JD New Route's 618 Street: Exploring the Future of E-commerce
On May 25, JD.com launched its 618 mid-year shopping festival, with over 30,000 small and medium stores nationwide displaying banners for the event. New Distribution interviewed retail expert Bao Yuezhong, who highlighted three key aspects of JD New Route's 'Crazy 618' promotion, including brand manufacturers' increasing focus on B2B distribution, the expanding reach of small retail stores, and the seamless integration of online and offline consumer experiences.
赵波New Products Die Too Fast Because Distribution Rate Is Too High
An industry giant's CEO says distribution is no longer a problem, but products just don't sell through. This is a common phenomenon, not an isolated case. The reason is that most companies still follow traditional deep distribution practices: distribution plus sell-through. The key to solving this lies in addressing product cognition during product upgrades, focusing on precise distribution, and implementing a new marketing system that emphasizes experience and word-of-mouth.
刘春雄Cashless, Display-Free, Experience-Focused: What Do You Think of the 'New Retail' Snack Store Created by Alibaba and Intime?
Recently, ONMINE, a snack store jointly created by Intime Retail and Alibaba's Tmall, opened at Hangzhou Zhongda Intime City. As a new retail innovation project of Intime Retail, it marks Intime's entry into the snack food sector, aiming to create the most delicious and fun new snack species. Leveraging Alibaba Tmall's supply chain advantages, ONMINE focuses on imported snacks. Inside the nearly 300-square-meter store, nearly 800 SKUs are displayed, including Shiroi Koibito, Indonesian Papadum series, Binggrae banana milk, Sonnet raw chocolate, Sun-Maid raisins, Lotte chocolate bars, etc., with imported snacks accounting for up to 80%.
New DistributionThis FMCG Sector Should Also Try the Sharing Economy!
Ofo and Mobike have recently been hit by corruption reports, which they deny and have taken legal action over, sending a chill through the booming sharing economy. The FMCG industry, however, has long had a foundation for sharing, from shared distribution channels to shared sales teams, and the B2B model is now leveraging mobile internet to break down traditional barriers.
谭长春The Clients You Fear Are the Ones You Should Fight Hardest For
Most salespeople suffer from 'problem phobia' and 'problem client phobia'. The more they fear, the more they avoid. In fact, what you fear may be the most valuable. Fight hard on the problems you fear, and problems will decrease. Fight hard on the clients you fear, and client problems will be solved. Avoidance is human instinct; it may minimize losses, but success lies not in following instinct but in maximizing benefits.
刘春雄Reconstructing the Underlying Logic of the Marketing Department!
The article discusses the functions and classifications of marketing departments in Chinese enterprises, distinguishing between management-oriented and service-oriented types. It analyzes the challenges and limitations of marketing departments, such as lack of resources and support, and proposes a reconstruction of the marketing department's logic to adapt to changing market conditions.
方刚[Method] Terminals Always Return Goods, Distributors, Are You Getting These Points Wrong?
Returns are a pain point for distributors, but they are inevitable. To effectively reduce and control product returns, distributors need to address issues such as poor sales efforts, improper inventory management, and lack of market visits. Key strategies include strict first-in-first-out (FIFO) management, timely new product distribution, and proactive handling of near-expiry products.
New DistributionFMCG Terminology Compendium: 99% of FMCG Professionals Have Bookmarked This!
This article is a comprehensive glossary of FMCG (Fast-Moving Consumer Goods) terminology, covering channels, retail, marketing, promotion, and product-related terms. It defines key concepts such as distribution channels, modern and traditional trade, SKU, and various promotional strategies, providing essential knowledge for industry professionals.
New DistributionEternal Asia: The Disruptor of Traditional Distribution Channels!
Compared to the linear, lengthy, and fragmented traditional distribution model, Eternal Asia's Star Chain marks the dawn of a new circulation era. On May 15, the leading Chinese supply chain service provider Eternal Asia held its Star Chain O2O Business Model Promotion Conference in Shenzhen, where industry leaders and media gathered to witness a pivotal moment in China's distribution industry transformation. Eternal Asia's Chairman Zhou Guohui unveiled the Star Chain's business architecture and its positioning as the 'circulation internet,' with the core vision of creating a symbiotic and integrated new distribution platform.
马丹梅Manufacturers and Salesmen Who Only Push Inventory: Why Are You Still Coming to Me?
A dealer who spent six years building a brand for a small company is forced to give it up because the new salesman constantly pressures him to stock more inventory, ignoring his market's decline and refusing to provide support. The story highlights the negative impact of unqualified salesmen and the importance of not relying solely on one product or partner.
老猫Struggling with Difficult Store Distribution? Here's How Top Marketers Overcome Resistance
This article addresses the common challenges sales representatives face during product distribution and display in retail outlets. It categorizes different types of retail terminals, outlines typical objections encountered when entering stores and adjusting displays, and provides practical, conversational solutions to persuade store owners to promote products. The goal is to offer systematic guidance for route sales reps and help new employees quickly adapt to their roles.
李庆华Niu Gensheng Visits Bill Gates with His Son Niu Ben, Hoping to Be Recognized as a Philanthropist Rather Than a Businessman
On May 9, local time in Seattle, Bill Gates met with Niu Gensheng, Niu Ben (Niu Gensheng's son and chairman of the Laoniu兄妹 Charity Foundation), and Secretary-General Chen Xiaopeng at the Bill & Melinda Gates Foundation headquarters. Niu Gensheng introduced four teams to Gates, and Sun Xianhong, a co-founder of Mengniu, filmed the important moment.
New DistributionAwesome! A Top Salesman's 5 Notes on Distribution
The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.
New DistributionWhere There Is Exclusive Distribution, There Is Resistance!
“Violent” exclusive distribution cannot truly earn the respect of channel partners. It is time to review the once-decisive practice of exclusive distribution. The exclusive distribution trap: Company A, a well-known sanitary products company in Hunan, with General Manager and Sales Director Mr. Xiao known for his steady, accurate, and ruthless market operations, now manages distributors with strong-handed tactics, with exclusive distribution as the core strategy, and is ready to take action against most non-exclusive clients.
胥忠进Traditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
方刚Practical Guide: From What to Do in Peak Season to What to Prepare in Off-Season
During peak season, almost all manufacturers engage in inventory loading, even major brands like Moutai and Wuliangye, which control supply in the off-season to raise prices and then accelerate distribution as peak season approaches. The key is to load inventory into distribution channels, hotel terminals, and group purchase units, not just into the general distributor's warehouse. Many manufacturers push policies and force general distributors to pay, thinking the job is done once payment is made and goods are shipped, but this is a mistake.
New DistributionDon't Panic After the Holiday: 6 Devilish Details Successful Salespeople Keep Secret
The holiday is over, and you may still be adjusting to work. This article outlines six essential tasks for liquor salespeople to handle in the first week back, including prioritizing tasks, understanding market dynamics, checking distributor status, updating promotional materials, following up on payments, and preparing for the Lantern Festival.
微酒团队Is the Channel You Think of Really a Channel?
When a concept is absent from your mind, you tend not to think about issues in that area. Worse, when your concept is wrong, you tend to let erroneous cognition guide your behavior. The former is a blind spot; the latter is a misconception. Marketing cognition upgrading helps you clear blind spots and step out of misconceptions. Do you know the 4Ps of marketing? Many can quickly say: product, price, place, promotion. But can you define these seemingly simple four words? Many will scratch their heads and find it not so easy.
张婷Complete Guide to Terminal Merchandising Management: Boost Terminal Atmosphere by 300% in 30 Days!
Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.' Only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising.
徐涛How Does Yili Sell 60 Billion a Year? The "1+1 Model Store" Terminal Display Method—Learn It and Profit!
For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its "Network Weaving Plan," establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the "Ten Thousand Villages and Thousand Towns Market Project." The implementation of these two major strategies—"one vertical, one deep"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity.
王飞飞Two-Pronged Preparation: Huabin's Self-Created Functional Drink Brand Warhorse Begins Distribution
Facing a trademark licensing crisis, Huabin has made two-pronged preparations, but making Warhorse the second Red Bull is already impossible. In mid-April in Beijing, as temperatures rose to 20 degrees Celsius, the new functional drink brand Warhorse, under Red Bull's parent company Huabin Group, appeared in retail channels and is accelerating distribution. However, it has not yet reached all stores, and sales are poor due to lack of brand awareness.
赵晓娟7 Taboos for Salespeople Visiting Retail Outlets! Signing the Deal Happens in an Instant
In the process of communicating with customers, salespeople need to pay attention to details and avoid certain taboos, in addition to dressing appropriately. Otherwise, even if you are eloquent, your product is excellent, and your price is low, an inadvertent offense could make the deal slip away. 1. Disorganization: Preparation is crucial; don't rely on luck. Customers' time is precious, so set clear goals and plan what to say and do to achieve your purpose, such as building a good impression, reaching consensus, or even closing a deal. 2. Untidy appearance: Dress appropriately to make a positive impression. 3. Tardiness: Punctuality is vital; plan for delays and confirm appointments. 4. Making promises you can't keep: Keep your word. 5. Being unable to answer questions: Know your product and prepare for possible questions. 6. Using the customer's belongings: Avoid taking liberties, as it may be seen as taking advantage. 7. Being overly familiar: Avoid calling the customer 'brother' as it can compromise your professional judgment.
New DistributionBeer Marketing Expert Fang Gang: New Insights into China's Beer Marketing Trends - Marketing Logic that Penetrates Terminal Barriers
No base market, no marketing. For beer giants, high distribution rate, high share, and high profit margin are the basic characteristics of a base market. Only with territory can there be a brand; the bigger the territory, the bigger the brand. Anheuser-Busch InBev, the world's leading brewer, dominates globally with annual sales of 60 million tons, 1.3 times China's total beer sales. Its base markets are built on a continental scale, such as high share in North and South America, and after acquiring SAB, Africa became a base market with ultra-high share! In China...
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