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Channel Operations in Three-Character Verses
To help channel supervisors quickly get into work mode and facilitate memorization, Shengchu Consulting has compiled the following key points and methods for various channel operations based on years of experience: County-level supervisors should understand their region, total market capacity, and product volume; gather competitor and industry information; know customer and consumer needs; be familiar with channel structure and core stores; strengthen professionalism and assist in sales; plan comprehensively and control key points; guide and develop market plans; be familiar with all channels and have clear targets.
盛初团队Understanding the Essence of 'New Retail': A Terminal Classification Most People Don't Know
Kotler says the form of the terminal is irrelevant, so what matters most? Understanding the essence of the terminal means understanding the essence of 'New Retail'. Continuing from the previous issue, let's first use Kotler's concept as a banner: the form of the terminal is irrelevant! The original text says: 'It is irrelevant how these goods or services are sold (in person, by mail, by phone, or by vending machine), or where they are sold (in a store, on the street, or in the consumer's home).' So what matters most? The function of the terminal! The terminal has logistics (including transactions), product display, information transmission, and consumer education.
苗庆显Why Is Your Store's Beverage Sales Lagging? Learn to Master the 'Cold' Business in Winter
Ready-to-drink beverages are hot sellers in summer, but what about winter? Most go quiet, except for those with warming properties, like coffee. Imagine holding a warm coffee while walking in the cold wind, taking a sip now and then—it feels more comforting and empowering than an iced drink in summer. However, finding ready-to-drink coffee in terminal warmers is rare; most beverages are still displayed at room temperature, as seen at a Haohaolin convenience store on Jinbao Street.
小镇青年朱迪How Will FMCG Distribution Channels Transform in 2017?
After nearly four decades of evolution, China's FMCG distribution has formed a pattern with offline channels as the mainstay and online channels developing rapidly. The current system shows serious incompatibility with the scale development of manufacturers, the transformation of retailers, and the upgrading of consumer demand, necessitating urgent reform.
鲍跃忠“Waiting to Die” or “Courting Death”: Do Manufacturers Have Other Options?
The article discusses the common dilemma in marketing where companies feel they face a choice between "courting death" (taking risks) and "waiting to die" (doing nothing), often due to late adoption of innovations. It argues that this dilemma arises from linear thinking and late participation, and offers solutions such as judging the impact of innovation, using a dual-track system, and building new teams.
刘春雄Excellent Terminal Salesperson: Daily Workflow Schedule
Pre-sale sales representatives are not selected with high requirements, so newcomers without any sales experience often join. Their biggest fear is 'What is sales?', 'How to do sales?', and 'Can I do it well?' Defining the routine steps of customer visits and dividing the day's work into time-sequenced actions is not only a good management tool—follow the rules or face penalties—but also a good training tool, especially for newcomers, as a sense of direction means motivation. The following is an example of a pre-sale visit workflow for sales representatives.
魏庆How Many More 'Victims' Will the 'Terminal is King' Trap Claim?
Why do companies say 'no terminals means death, but doing terminals means suicide'? How to break this deadlock? This article argues that the overemphasis on terminals, or 'terminal is king', is a major pitfall in marketing, as it distorts resource allocation and ignores the importance of brand and system strength. It suggests a new terminal value perspective and a 'new terminal-driven model' based on customer communication, product exposure, profit, and sales.
苗庆显Battle for the Peak Season Market: Seizing the Terminal is Key!
From September to December each year is a peak season for baijiu sales, and the key to marketing during this period is to quickly seize the terminal. As the saying goes, 'Channels are king, terminals win,' requiring meticulous market cultivation, full channel development and nurturing, creating consumer hotspots, shifting promotional beneficiaries, capturing consumer mindshare, and innovating in product combinations.
New Distribution20 On-the-Spot Closing Techniques for Salespeople
Salespeople can close deals by identifying sales opportunities, analyzing customer psychology, and quickly applying one of the following techniques. Direct request, alternative choice, benefit summary, and other methods are covered.
阿U哥In the Post-Depth-Distribution Era, FMCG Enterprises Think and Change
There are no successful enterprises, only those that keep pace with the times. In an era of rapid change and uncertainty, FMCG companies must embrace change and adopt lean marketing. This article reviews the three historical stages of China's FMCG marketing and proposes three system upgrades for the post-depth-distribution era.
陆兴元Quanshihui: Unity is Business—Using the 'Troika' Model to Empower Traditional Micro Retail
At the recent Fuzhou Autumn Sugar and Wine Fair, a forum themed 'FMCG + Internet' was held, featuring representatives from Alibaba Retail Link, JD New Channel, Zhanghe Tianxia, Yijiupi, Benlai Market, Zhongshang Huimin, and Quanshihui, who shared their views on the current state and trends of the FMCG B2B industry. As the only new player with a traditional retail background, Quanshihui proposed a new cooperation concept of 'Unity is Business' amidst the prevailing rhetoric of 'eliminating second-tier distributors and subverting tradition,' and introduced a 'troika' operational approach: deep integration of micro retail supply chains, light franchise convenience stores, and community-based vertical e-commerce.
New DistributionSeven Swords to Drive Terminal Sales: Selling Wine Is No Longer Difficult!
Market challenges, consumer rejection, ineffective terminal staff, and slow product movement are common issues in terminal channels. To effectively solve terminal sell-through, one must master the seven key strategies: refined marketing team management, six golden rules for distribution, terminal recommendation rate, four dimensions of visits, terminal activation, promotions, and continuous relationship maintenance.
周平建Salespeople Earning Under 300K a Year Should All Read This!
You've drunk bowl after bowl of chicken soup, but why are you still a 'dwarf' in action, making no progress at all? The missing link is the step from knowing to doing—you're just one action away! There was a safety glass salesman whose performance consistently ranked first in the entire region. At a top salesperson awards ceremony, the host asked, 'What unique method do you have to keep your performance number one?' He said, 'Whenever I visit a customer, my briefcase always contains many pieces of safety glass cut into 15cm squares, and I also carry a hammer. When I arrive, I ask, 'Do you believe in safety glass?' Whenever the customer says no, I place the glass in front of them, hit it with the hammer on the table, and many customers are startled, but they find the glass doesn't shatter. Then they say, 'Oh my, I can't believe it.' At that point, I ask, 'How much do you want to buy?' and go straight to closing, the whole process taking less than a minute.'
New DistributionSalespeople Disobey, Obedient Ones Don't Deliver, Deliverers Don't Make Money: 80% of Distributors Fail Due to Poor Management. How to Break the Cycle?
Distributors often lose money due to management failures, such as salespeople slacking off, intercepting promotional items, and misappropriating funds. Implementing sales management software can help, but success depends on the distributor's own management skills and a phased approach to change.
赵波Why Are Most Top Salespeople Outstanding Men?
A recent article about what makes an outstanding man caught my eye, as many of the criteria listed—such as resilience, confidence, empathy, open-mindedness, and the ability to see things from others' perspectives—are exactly the traits of a top salesperson. At the very least, top salespeople possess the following qualities: first, they are skilled at pleasing others; second, they can put themselves in others' shoes; third, they understand women's hearts; and fourth, they are open-minded.
梁胜威Sales Representatives Are Degrading, 99 Out of 100 Distributors Agree!
As a distributor, dealing with manufacturers' sales representatives is inevitable. Since 1992, I have encountered over a thousand such reps from various companies. Overall, there is a clear decline in their competence and personal quality over the past two decades, a sentiment shared by many fellow distributors. This article contrasts the capabilities of sales reps from ten years ago with those of today, analyzes the reasons for this decline, and suggests that the root cause lies with the manufacturers' owners.
潘文富Sorry, Business Is Tough This Year, No New Brands!
Distributors may slow down or stop taking on new brands, but have they carefully reviewed their existing ones? The deeper reason behind this is that under the new economic normal, distributors have failed to adapt quickly to changes in channels and terminals, and have not adjusted internal management to cope with fierce competition, leaving them passive and seeing their business shrink.
New DistributionThree Basic Principles for Marketing Personnel to Operate Terminals and Build Vivid Point-of-Sale Displays
Marketing has three transformations: terminal mediaization, sales communication, and PR implementation. These are the three basic principles for FMCG marketing personnel to operate terminal retail stores and build vivid point-of-sale displays. In increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. Fan Xianguo, chairman of Jinmailang, once joked: 'If I give 2 jin of beef with every pack of braised beef noodles, what do we need marketing personnel for?' Indeed, a marketing person's value lies in maximizing sales with minimal market resources.
张宇Boss, How Long Has It Been Since You Personally Visited Clients? Are Your Clients Yours or Your Salespeople's?
As distributors grow, they become increasingly dependent on employees, but few bosses can effectively direct them. The basic profit model for distributors is simple: buy from manufacturers and sell to downstream clients for a margin. Downstream clients choose to buy from a distributor based on factors such as product strength, recognition of the boss, recognition of the sales staff, and the distributor's operational systems. To sustain growth, distributors must build operational systems that reduce reliance on individuals, starting with rebuilding personal relationships with clients and centralizing client management.
潘文富Wahaha's Growth Slows to 2% in First Half of 2016, Seeks Breakthrough by Repairing Channels
Wahaha's development is hitting a ceiling. Zong Qinghou publicly told media that the beverage industry is facing a downward trend, with Wahaha's growth rate dropping from over 20% in previous years to over 4% last year, and only over 2% in the first half of this year. China's beverage market has entered a cold winter, and slowing growth is an indisputable fact. Hangzhou Wahaha Group, which has dominated China's beverage industry for decades, faces challenges in the mobile internet era that traditional store operation models cannot solve. With weak internal innovation and fierce external competition, Wahaha attempts to restructure its channels, but can this change become a breakthrough?
吕进玉The 62-Character Principle for Rapid Distribution Success!
During the distribution process, dealers who follow the principle of speed-to-win can quickly and effectively get products to the point of sale, meeting consumer demand promptly and achieving zero inventory. This principle is reflected in several aspects, including prioritizing key areas, broad seeding with focused cultivation, using small wins to attract larger deals, and persistent follow-up.
牛恩坤How to Achieve Beautiful Displays Like Others? Mastering Replenishment and Tidying is the Foundation
This article outlines the basic principles of replenishment and tidying in retail stores, emphasizing the importance of maintaining well-stocked shelves and organized displays to enhance the shopping experience and sales.
胤沣Vehicle Sales vs. Route Sales: Which Is Better? Hear What the Experts Say...
A recent WeChat group discussion among industry insiders debated the merits of route sales versus vehicle sales, sparked by a leaked Shuanghui document. The article compiles the lively exchange, covering factors like SKU count, product shelf life, market density, and management efficiency, concluding that the best model depends on context and that future trends may favor e-commerce platforms with centralized delivery.
刘金•营销群In Market Development, Should You 'Catch Fish' or 'Raise Fish'?
This article analyzes the market challenges faced by liquor companies in W market, G province, where a large circulation distribution model has led to thin margins, regional cross-selling, and low-price sales. It proposes a strategic shift from 'catching fish' (pursuing short-term sales) to 'raising fish' (building market foundations) through channel restructuring, enterprise-led investment, and team transformation.
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