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The Transformation Direction of Deep Distribution in the Internet Era
Deep distribution is a tactical system, not a strategic one. It is a sales accelerator and a powerful offensive tool for both traditional FMCG companies and internet companies (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, and with the advent of the internet era, voices predicting its decline have grown, especially as many traditional companies skilled in deep distribution have seen performance decline.
方刚Terminal Development Is a Positional Warfare: Have You Fallen into These Four Pitfalls?
In the current FMCG market, where competition is increasingly fierce and brand homogenization is severe, terminal development is like positional warfare: 'When blades are short, the brave win.' To win, companies must formulate a strong terminal strategy based on their overall strength, specific products, and actual market conditions, and build a strong terminal service team for planned, step-by-step terminal development. The most common mistakes in terminal development include setting unrealistic goals, unclear objectives, lack of a concrete distribution plan, and inadequate after-sales service.
师顺宽Gifts, Box Returns... 21 Channel Promotion Tactics You Need to Know—Use Them Wrong and You're in Trouble
In baijiu marketing, products seem unsellable without promotion. Without promotion, channels or terminals won't stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and grow sales. Below are 21 channel promotion tactics seen in the market.
朱志明Industry Observation | How Sales Staff Should Handle Terminals in the Off-Season
The article discusses how sales personnel should work on the market and terminals during the off-season to ensure sales in the peak season. It emphasizes moving beyond passive waiting and instead focusing on market structure analysis, terminal network mapping, information databases, sales direction analysis, expanding banquet networks, and enhancing personal value.
杨金友Industry Observation | The Era of "Terminal Dominance" in China's Alcoholic Beverage Marketing
China's alcoholic beverage marketing has been continuously evolving with changes in the market environment, and companies that stick to old ways risk being eliminated. The author summarizes three past marketing eras—the idea marketing era, the hotel channel marketing era, and the consumer channel marketing era—and notes that a fourth era, the "terminal dominance" era, has quietly arrived, where success depends on strong performance at the point of sale.
杨夫见In the Era of Mobile Internet, Should FMCG Companies Still Implement Deep Distribution?
This article discusses whether deep distribution is still relevant in the mobile internet era. It argues that despite the rise of e-commerce and claims of disintermediation, the core principles of deep distribution—organized effort, benchmarking against leaders, and standardized processes—remain valid. By integrating mobile internet tools and systems, companies can upgrade their deep distribution strategies to achieve even greater effectiveness.
谭长春Marketing Manager on the Eleventh: How Should Business Managers Manage Salespeople?
There is no fixed rule for business managers to manage salespeople well, and no book can claim a complete set of methods that can be followed blindly. Managing salespeople is not a static proposition but requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, business managers must rely on real-world experience to find targeted methods. Fortunately, everything has its patterns...
谭长春Choosing the Right Channels for Terminal Distribution Is Crucial: A Complete Guide to Six Channel Types Including Supermarkets, Catering, and Special Channels!
Terminals are where products and consumers complete transactions, serving as the final link in the supply chain. For distributors, terminals are platforms for product display and layout, as well as the best places to observe market changes and maintain consumer engagement. With industry changes accelerating, distributors must understand the composition and characteristics of terminal channels in the current market. Only by mastering the most real-time and in-depth terminal information can distributors review their channel structures, arrange their strategies, and discuss optimal terminal layouts before each new marketing season.
刘海怀Six Golden Rules and Data for Supermarket Product Display! Can Display Affect 24% of Sales Achievement?
Product display is a highly technical practical operation that tests business wisdom. The following key points aim to improve frontline staff's business level and store efficiency. First, let's look at these golden rules for supermarket product display: 1. At a glance: place impulse-buying products such as bestsellers and high-profit items at eye level, with labels facing customers; for lower shelves that are hard to see, tilt the displayed products. 2. Within easy reach: avoid placing products too high, especially considering that housewives are around 160cm tall; provide tools for picking fresh food; place fragile items at chest height to avoid customer concerns about damage.
龙商网Master These Five Product Combinations to Bring Your Products to Life at the Point of Sale (With Cases)
As consumer awareness evolves from basic satiety to mature leisure consumption and future health-oriented choices, the low technical barriers and high imitation in China's food industry make it increasingly difficult for new products to stand out. Distributors must retain consumers and build loyalty through superior display and rational product combinations, as illustrated by five practical cases.
钱益鹏Vending Machine Terminal Battle: Annual Sales of Vending Machine Channel to Reach 100 Billion by 2020
With the rise of the internet and consumers' increasing demand for shopping convenience, China's retail landscape is undergoing profound changes. For FMCG companies, besides premium supermarkets and convenience stores, vending machines are opening another window with their convenience and 24-hour service. According to Kantar Consumer Index, when per capita GDP reaches $10,000, consumer demand for vending machines will explode. By 2015, areas covering 390 million people in China had reached this level. In the next five years, the domestic vending machine channel will become a major emerging market for FMCG retail.
New DistributionBreaking Through the Channel: Where Is the Real Way Out for Distributors?
Distributors in China's FMCG industry are facing a difficult transition as the market evolves. The article argues that the key to survival lies in shifting from channel operations to service operations and from single-business to specialized operations, ultimately requiring distributors to reinvent themselves.
New DistributionLao Zhang's Reading Selection 20161010
Selected articles discuss the challenges of convenience store boxed meals in non-first-tier cities like Nanjing, the potential of community supermarkets to convert foot traffic to online orders, and a business idea involving parcel delivery to attract community customers for fresh produce and FMCG sales.
张陈勇Aggressively Attacking Retail Terminals and Rapid Distribution: 9 Methods to Boost Your Terminal Distribution Rate!
This article outlines nine practical methods for FMCG companies to increase product distribution rates at retail terminals, including gift incentives, mixed-case shipments, limited-time rewards, display incentives, box-top exchanges, scratch cards, employee contests, and distributor strategies. It also promotes an upcoming industry summit on FMCG internet transformation.
师顺宽The Space for Innovation in FMCG Channels Is Dead
Recruiting distributors is becoming increasingly difficult as distributors have become more mature and rational. The era of grand marketing is over, and channel construction now requires meticulous, down-to-earth efforts. The best products are those that are marketable, and the best companies are those that are unpretentious and focused on execution.
尚域董事长郭成林Can't Sell Products? Distributors, Check Whether Your Salespeople Have These Five Misconceptions
The article outlines five common misconceptions in terminal marketing that lead to sales failures, such as prioritizing sales over market development and focusing on large clients while neglecting small ones. It then provides strategies for distributors to correct these issues and improve terminal work.
New DistributionIn Terminal Operations, No Merit Means Failure!
The importance of terminal operations is widely recognized in the industry, but many companies fail to implement them effectively. This article emphasizes that terminal development and management are essential for all enterprises and distributors, outlining key strategies and critical points for success.
丁永证Move Your Meetings to the Frontline Market!
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturers and distributors gathered in Fuzhou to discuss the internet transformation of the FMCG industry. This article shares a tactic: 'meeting at the frontline market'—sales managers hold meetings at the location of market problems to solve them on the spot, improving efficiency, boosting team morale, strengthening customer relations, and motivating salespeople.
New DistributionBasic Ideas, Standards, Strategies, Techniques, and Methods for New Product Launch Distribution: If Your Distribution Isn't Going Well, Memorize These One by One!
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. Distribution is the first step for new products to enter the market, and it is crucial. This article details the basic ideas, standards, and strategies for new product launch distribution, including the four key characteristics, three standards, and seven strategies for effective distribution, along with a practical case study.
New DistributionMarketing Executives Talk (Part 5) – New Product Launch: What to Do When Employees Say the Price Is Too High?
The article discusses why salespeople fear new product launches, especially when prices are high, and provides five strategies for salespeople to successfully promote high-priced new products, including broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value through services.
New DistributionWahaha and JDB: Are These Billion-Yuan Companies 'Stupid'?
Some companies achieve annual revenues of over ten billion yuan by doing the hard, unglamorous work of channel and terminal management. This article examines how JDB and Wahaha built their success through meticulous distribution networks and deep market penetration.
New DistributionMarketing Executives Talk (Part 3) - What to Do When Distributors Refuse to Deliver Orders Obtained by Salesmen After Deep Distribution?
This article discusses the common problem in deep distribution where distributors refuse to deliver orders obtained by company salesmen, causing terminal dissatisfaction. It analyzes possible causes from the perspectives of the company, the distributor, and the terminal, and proposes solutions such as adjusting the distribution model, improving communication, and providing support.
谭长春Channels Are Not Dead, Terminals Reign Supreme, but Route Marketing Needs to Be Disrupted!
Over 30 industry experts, 100 B2B platform founders, and 800 manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. The article argues that while terminal (retail outlet) control remains crucial, traditional methods of terminal management are outdated and need to be revolutionized with a combination of systems and frontline employee execution.
谭长春B2B E-commerce in Hebei: How JD New Channel and Uni-President Found Common Ground
In Lixin Supermarket, a typical community store in Wuqiang Town, Wuqiang County, Hengshui City, the owner, Aunt Huo, in her 50s, had little prior online shopping experience but recently became closely linked with the fast-moving consumer goods (FMCG) B2B e-commerce trend. On September 2, she installed JD's Zhangguibao app and placed an order exceeding 2,000 yuan without hesitation. What attracted her to change decades of offline purchasing habits, and what factors led her to choose this close encounter with JD Zhangguibao? Brand manufacturers are flocking to open up new channels for channel下沉.
New Distribution