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Increase Channels, Adjust Structure, Grab Displays, Boost Sales: 4 Inventory Clearance Strategies Worth Learning!
Against the backdrop of slow FMCG growth and weak sales, clearing inventory has become a major issue for many companies and distributors. A survey of over 500 distributors by Food Board found that 22.1% chose to negotiate reduced purchases with manufacturers, while 50.1% sought promotional support from manufacturers for terminal promotions. The article recommends four strategies: adjusting product structure, expanding channels, grabbing display space, and boosting sales, along with long-term measures like managing seasonal inventory.
张帆Niulanshan Issues 'Decentralization Order': How Far Should the Distance Be from Manufacturer to Terminal?
Niulanshan's move is an open secret: its ultimate goal is to completely eliminate wholesalers and achieve direct manufacturer control over retail channels, i.e., 'direct terminal control.' Is direct terminal control really the only path for manufacturers to reach consumers? Niulanshan's 'decentralization order' has caused a stir in the liquor industry: starting from late June, some major products in Beijing's total distribution channels are being allocated by district, and wholesale is being banned. As a result, the number of first-tier and second-tier distributors in Beijing has been reduced from over 100 to 23. And reportedly, this is just the beginning.
窦林毅How to Make Outstanding In-Store Displays? Two Directors Share Their Tips!
In-store display is a fundamental course in the FMCG marketing industry, but in practice, understanding varies. What issues should be noted in terminal display, and how should it be done? Here are insights from two directors for your reference. Key details include capturing consumer attention, proper product placement, and maintaining good customer relations.
New DistributionA Dedicated Salesman's Distribution Record
At the routine morning meeting of the sales department, Manager Chen announced that the new product must achieve a 70% distribution rate on the day's route. The salesmen whispered among themselves, but Xiao Wang appeared confident. By 4 p.m., with the sun still scorching, Xiao Wang had completed his task as scheduled...
New Distribution10 Psychological Tactics for Effective Distribution
In marketing practice, we inevitably deal with numerous channel customers. Many salespeople return from the market exhausted, feeling that channels are difficult to handle. This article summarizes ten key channel customer psychologies—such as seeking discounts, finding faults, wanting exclusivity, following the crowd, seeking information, showing off, fearing neighbors, being wary, rejecting, and delaying payment—and provides practical strategies to address each, emphasizing the importance of understanding channel psychology for successful distribution.
JDB培训Why I Chose Sales: Words from the Heart...
People in sales: some are more willing to give, some give very little, some persist, and some give up easily when faced with difficulties, leading to different outcomes. Sales offers several advantages: a month's income could equal another person's annual salary! If you work as an ordinary office clerk, your salary is about 3,000 yuan per month, totaling 36,000 yuan a year; but if you are a salesperson, your commission in a month can exceed that amount, perhaps even in a day, after reading this article...
New DistributionEssentials of Retail Visits: Seven Questions, Eight Skills, Ten Points to Remember—Sales Must Master Them All!
Retail visits are a crucial part of marketing activities and are considered fundamental work for sales personnel. They are essential for sales promotion, new product launches, customer relationship maintenance, and product display and publicity. This article provides a comprehensive guide on how to conduct effective retail visits, covering common pitfalls, practical techniques, and key details, illustrated with real-life examples.
刘雷Are Vending Machines Becoming the 'New Battlefield' for FMCG Retail Terminals?
For FMCG products like beverages, cost and sales volume directly determine product fate, and how to control channels in the high-cost terminal market is an urgent challenge. Vending machines, known as 'super salespeople who never clock off,' offer advantages such as genuine products, zero staff, and mobile payment, making them a scarce resource for FMCG companies to layout future markets. Although not yet as prosperous as in Japan and the US, consumers in first- and second-tier cities are familiar with vending machines, and operators are beginning to taste success.
毛鑫Ten Fast and Effective Terminal Distribution Strategies
The importance of terminal distribution is self-evident, but successful distribution depends on various factors such as product, personnel capability, and terminal resistance. The key lies in correct strategies and tactics. This article outlines ten fundamental distribution tactics that every marketer must master to reduce resistance and ensure smooth distribution.
缪金宾Deep Distribution Has Failed—What Should We Do Next?
Deep distribution, once a powerful marketing tool for local companies in China for over a decade, has faded due to high costs and management difficulties. As it recedes, e-commerce ground promotion has risen, and new forms like visit-based selling and B-end e-commerce are emerging as internet-based alternatives to achieve the same goals.
刘春雄Mainstream Shift: Potential Death by Traditional Playbook
After years of 'legal education,' mainstream shift seems to have become consensus. With sales declining, companies face the challenge of growing profits despite falling volumes. The solution is to create new mainstream products, but execution often fails because marketing tactics remain unchanged.
刘春雄Not Doing Procurement, You Don't Know How Stupid Salespeople Are
Years ago, I met an old friend, Niu, at a trade show. As a procurement director at a project-based company, he handled large orders worth millions. He criticized salespeople for being foolish, saying they focus on selling but never understand buying. He explained that sales is not about selling but buying together with the customer, and he offered to teach me the common mistakes salespeople make.
New DistributionMost of the Money You Earn Is Wasted on Inefficient Distribution!
Many distributors find that despite high sales volumes, their profits are not as expected. The key is to cut costs and increase efficiency, especially in distribution. This article provides practical advice on how to plan distribution routes, prepare properly, standardize procedures, and pay attention to details to achieve low-cost and effective distribution.
崔自三New Product Launch - Refined Terminal Management
The development and design of new products carry a significant corporate mission. Firstly, innovation is the soul of enterprise progress and an inexhaustible driving force for development. To achieve long-term growth, companies must ensure product updates to meet consumer demands. Through product line sorting and development, companies continuously eliminate lower-margin products and improve profitability. Secondly, by understanding and forecasting market demand, they develop innovative, market-aware products to maintain competitiveness. Thirdly, new product launches are both a refinement of existing channels and an opportunity to develop new markets. Finally, new product development also serves to optimize and upgrade consumption structures. The market characteristics of dairy products indicate that traditional extensive models are no longer applicable, and precise launch processes can achieve high efficiency. The three basic terminal actions include standard display, free tasting, and terminal shouting. Refined channel management in display, promotion, tasting, inventory, sales, personnel, costs, and channels is essential for product sell-through.
吕驰Tianfu Cola Makes a Comeback: Does the 'Nostalgia Route' Still Work?
Recently, Tianfu Cola, which had withdrawn from the market for two decades, held a conference in Beijing to announce its comeback and national expansion, sparking renewed talk of 'national brand revival.' However, ideals are full, but reality is harsh. Whether it's chicken soup for the soul or a shot of adrenaline, in the declining carbonated beverage market, Tianfu Cola's revival path looks beautiful but is difficult to execute. Selling nostalgia is no longer effective.
丁士安The 'Apple' of Infant Formula Expands to 1,000 Counties, Sparking a Battle—How Will You Respond?
When it comes to the best smartphones, Apple comes to mind; who is the 'Apple' in infant formula? Most would think of Wyeth. Like Apple's stellar performance in China's smartphone market, Wyeth plays a leading role in the formula market. In 2015, Wyeth became the top-selling infant formula brand in China, with annual sales exceeding 11 billion RMB, surpassing all domestic and foreign brands. Apple phones are beautiful and user-friendly, typically sold through official websites, flagship stores, and authorized resellers, following a high-end strategy...
消费日曝Don't Just Make a One-off Deal! Master These Six Tips and Say Goodbye to Worrying About Repeat Orders!
In the off-season for the liquor market, repeat orders mean that consumers recognize the product and have initially established brand loyalty; for companies, it means that second-tier distributors and retail outlets accept the company and its products with confidence. For new markets and new products, this is not simply a matter of a second purchase, but more about brand distribution and sell-through. Therefore, achieving repeat orders requires companies and distributors to focus on these six points! Step 1: Deploy staff to stay on-site and lead by example. Case: A certain baijiu company launched a new type of baijiu, which was a strategic product for the year...
New DistributionA C'estbon Employee's 'Market Distribution' Notes: Truly from the Heart!
Every salesperson spends a long time talking with store owners to discover their needs. 'Sometimes they care less about whether their sales targets are met and more about what we can help them with; they really treat me like a friend.' Enduring hardship and heat is the only way to achieve sales. In May, Wuxi's weather is mostly sunny and scorching, and the three days of distribution were no exception. Every day, we followed the sales representatives under the scorching sun, weaving through the streets and alleys of Wuxi, visiting various target stores. The first day...
New DistributionHow Markets Get Killed: For Those Years of Turmoil
In 2015, many FMCG companies saw poor sales performance, with some experiencing sharp declines and others barely maintaining sales but facing losses. The overall retail growth slowed, intensifying pressure on sales staff. Despite the e-commerce boom, offline channels still account for about 80% of consumer goods sales, prompting companies to seek ways to boost physical channel sales.
老挺实评Front Cold, Back Warm, Logo Outward, Timely Maintenance: How Red Bull Does Merchandising
This article shares practical merchandising methods and experiences for FMCG sales representatives, focusing on two key actions and seven steps: product organization and tool usage. It details a four-step process for organizing refrigerators, key points like front-cold-back-warm and logo-outward placement, and strategies for different customer types.
吴锋Salesperson Visiting Clients: Have You Made All These Preparations?
Cold visits are a daunting obstacle for many salespeople, who often feel at a loss, yet it is a necessary process and an important step. What items should a salesperson bring when visiting clients, and how should they be skillfully used? (1) Set visit goals: Sales personnel should formulate monthly and weekly visit plans, then create daily customer visit schedules based on the plan. The plan for visiting customers should be made the day before, preferably as a habit before going to bed. Considerations for visiting clients: purpose, content, time, place, interviewee, and visit method.
New DistributionHow to Break Down Large Secondary Distributors to Stabilize Channel Profits
A food brand distributor, Zhu, initially empowered a large secondary distributor, Xiao, to quickly launch three township markets, but Xiao's growing power led to price chaos and cross-region dumping. By strategically raising prices, cutting supply, and directly servicing Xiao's downstream customers, Zhu successfully dismantled Xiao's dominance, doubled sales, and stabilized channel prices.
毛小民Four Tactics for Breaking into County and Township Markets: Product Breakthrough, Rapid Distribution, Defeating Competitors, and Stabilizing Profits
In the new era of competition, going downstream and intensive cultivation have become the main themes of marketing, making county and township markets increasingly important. Whoever can win consumers in the shortest time, with the fastest speed and best methods, will be the winner in the future market. As many companies shift their market focus downward, county-level distributors are becoming more important and irreplaceable, and their market performance can directly determine a company's fate. To develop, companies and distributors must break through county markets, and the key to success is speed and efficiency.
New DistributionThe Return of Secondary Distributors and the Failure of Deep Distribution
A case study reveals that long-term promotional policies have led to the resurgence of secondary distributors, undermining deep distribution. The article argues that while this shift has some rationale, it signals the need for a new round of deep distribution, possibly through low-cost visit-sales systems.
刘春雄