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How to Solve the Problem of "Tilling but Not Cultivating" in Route Visits?
The article discusses the common issue of "tilling but not cultivating" in route visits by sales representatives in FMCG companies, where visits are made but not effectively managed. It proposes solutions such as terminal classification, key person identification, effective visit standards, and customer complaint and delivery management, all centered on customer relationship management to improve execution and market competitiveness.
方刚What's Wrong with Deep Distribution?
Deep distribution has become synonymous with meticulous cultivation. Many manufacturers, when aspiring to and implementing this 'intensive' model, often fall into the dilemma of 'intensive but not refined': more people but no performance growth; more standards but worse management; intensive cultivation but no fine work; abundant harvest but not necessarily a bumper yield. What exactly is the reason?
方刚Nongfu Spring Beverage Visual Merchandising "6, 6, 8" Rule
Terminal visual merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it is to make products "self-sell." When implementing terminal visual merchandising, efforts should be made in the following six elements: "correct product," "correct location," "correct timing," "correct quantity," "correct price," and "correct display form."
New DistributionTurning Around the Toughest Market in FMCG in One Week: Sales Up Tenfold
In September 2013, I joined a southern food group as an FMCG beverage salesperson, starting in townships serving secondary distributors. After six tough months, I was transferred to the city and assigned to District A, where five salespeople had failed in a year. After two days of analysis, I visited over 130 outlets in four days, addressing complaints and building trust, which boosted daily orders from about 30 cases to over 1,800 cases—a tenfold increase.
丙哥The Hardest Year: 99% of Products That Rushed In Have Disappeared. What Products Are Still Thriving?
Chinese people tend to rush into things, and innovation is a rare word. At this year's Spring Sugar Fair, history repeated itself with identical products filling every booth. Now in late June, the tide of new products has receded, and the market has calmed down. Most low-quality products without brand philosophy, core competitiveness, or only cute packaging have disappeared! In retrospect, healthy, distinctive, and marketable products continue to grow strongly. The first DHA brain-gold drink in China, 'Shanlong', is one such product.
New DistributionJD New Channel's '6·18' Performance Soars 2005%: What Does It Mean?
JD.com's '6·18' shopping festival, originally a company anniversary celebration, has evolved into a nationwide e-commerce and social shopping spree. This year, JD.com saw record orders exceeding 100 million from June 1-18, with a 60% year-on-year increase on the final day. JD New Channel, a subsidiary, experienced a 2005% surge in sales compared to the same period last month, highlighting the power of big data and platform synergies.
赵波Seven Golden Display Techniques for Bulk Snack Foods, with Real Photo Demonstrations!
In recent years, as consumer habits become more diverse and casual, bulk snack foods have become a new favorite in daily consumption. More companies are focusing on the comprehensive benefits of bulk snacks and are increasing their efforts, even elevating them to a strategic level. Bulk snacks are an undeniable core force in the food industry, with market demand growing continuously and category scale expanding at a geometric rate.
New DistributionHow Markets Get Killed: A Tribute to the Markets That Have Been Through the Wringer
In 2015, many FMCG companies saw poor sales performance, with the worst suffering significant declines and the better ones barely maintaining sales while facing losses. Amid the downturn, some excellent companies achieved growth, but at sharply reduced rates and profit margins. The media began to warn of the largest wave of layoffs in history. The growth rate of total retail sales of goods slowed dramatically in 2015, with more monks and no increase in porridge, putting even greater pressure on the surviving sales staff. Although the e-commerce wave has been strongly eroding traditional sales channels in recent years, offline channels still account for about 80% of the consumer goods market, so FMCG companies continue to seek ways to complete sales tasks offline.
杨挺Circulation E-commerce: A Tsunami Is Coming
An era without a safe zone: whether you like it or not, the internet is taking over China's economy. Every epoch-making industrial transformation means the rise of new industrial elites and the fall of one or more established classes. In this era of internet disruption, manufacturers, distributors, and retailers are all being forced to transform, but the circulation sector, the lifeline of the industry, is about to be conquered by e-commerce.
陈崖枫New Product Launch: What to Do When Employees Say the Price Is Too High?
Companies want to launch new products, but salespeople are the opposite—they fear new products the most. Why? Although new product launches can increase salespeople's volume, companies will undoubtedly keep raising sales targets. Before launch, salespeople must use their visit time for market research, surveying terminals, distributors, competitors, and consumers, and follow the orders of the "lazybones" in marketing who never go to market. During launch, they bear the burden of blanket distribution, and if products don't sell well, they face blame and must handle inventory. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Moreover, salespeople fear high prices most, as early adoption is tough. So what should they do?
谭长春Ten Rules for Regional Managers: Eliminate the Weak, Win the Strong
Regional managers are grassroots managers in the marketing team, managed yet managing, and are the closest to the frontline as both managers and executors. To avoid being eliminated by the company and the market, they must follow ten rules to eliminate weaknesses and win in the workplace.
郭 旭The "Ten Steps" Standard for FMCG Terminal Visits
Terminal visit eight steps, according to legend, were created by Master Kong during its channel intensive cultivation. However, currently, it has become a basic skill in the FMCG industry. Today, we break it down into ten steps for detailed explanation.
方刚How to Carve Out Your Competitor's Terminal Blind Spots in the Market?
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans Do It This Way: Regional Manager Playbook". High distribution rate and high share are basic features of a base market, but behind the impressive numbers, there are always terminal resistances that sell less or even refuse to sell your product—these are terminal blind spots. The article explains how to find, analyze, and attack competitors' blind spots to create market fault lines.
方刚Mastering Terminal Sales: Analyze Three Factors, Master Four Principles, Implement Five Countermeasures, and Check Six Points
This article is excerpted from Mr. Fang Gang's book "What FMCG Veterans Do: Regional Manager Playbook". The terminal sales management model is sales = number of terminals × turnover rate × number of SKUs. To achieve terminal sales, three key factors (occupancy rate, control rate, visit rate), four principles, five countermeasures, and six inspection points are discussed.
方刚Multiple Employees Involved, Total Amount Exceeds 3 Million Yuan: This Wine Distributor's Salesmen Treat the Company as Their Personal 'ATM'!
On June 2, a video from Anhui TV's Science and Technology Channel was aired on Fengtai Xiaoyu Net, revealing that Anhui Fengtai County Xingyue Industry and Trade Co., Ltd. had uncovered an 'inside ghost'. Salesman Yuan, over three years, used fraudulent means such as forging IOUs in customers' names, underpaying or not remitting payments, and fraudulently obtaining wine to resell, illegally profiting over one million yuan from the company. Police investigation revealed this was not an isolated case; other salesmen had similar issues, causing total direct losses of over three million yuan. Root cause one: chaotic financial management is the fundamental issue. Police inquiry...
New DistributionProducts Not Moving, Teams Hard to Manage: What Should a Regional Manager Do?
This article is excerpted from Mr. Fang Gang's book "FMCG Veterans All Do This: Regional Manager Playbook." It addresses two common problems: products not selling and teams being difficult to manage, offering self-check tools and management strategies.
方刚Salesperson: Are You Selling Yourself or Just the Product?
It's well known that without process there is no result. The results of sales work are simple: performance and payment collection, or more precisely, profit contribution. But what about the process—the common sales execution tasks such as distribution, display, customer relations, and promotion activities? These are done daily, consuming significant manpower and resources, yet actual effectiveness remains mediocre. Bosses complain about employees loafing, while employees complain the work is too hard. There must be a reason. Here, we shift to a fundamental perspective: before selling the product, one must first sell oneself.
潘文富Everyone Knows Bulk Products Are Profitable, But Do You Know How to Operate Them?
In recent years, with the economic rise of inland China and the continuous advancement of urbanization, the retail industry in mainland China has been provided with fertile soil and undergone earth-shaking changes. As a result, traditional and modern channels have flourished side by side. Especially the rapid development of modern channels has not only changed Chinese consumers' habits but also provided broader space and stage for the development of bulk food. Bulk food, due to its selectable and self-service characteristics, can satisfy the fun of participation in shopping and meet the demands of personalized consumption era. Therefore, it has increasingly become a new favorite among consumers and has created a number of comprehensive and distinctive brands.
朱丹蓬、饶壮New Product Distribution: How Many of These Fine Points Can You Master?
Distribution is the first step for a new product to enter the market circulation, and this step is crucial. The road to new product distribution requires careful planning and attention to detail. Before launching a new product, it is essential to understand the characteristics of distribution, the standards for distribution, and to correctly formulate distribution strategies. The following will detail the intricacies of new product distribution.
New DistributionEighteen Strategies for Terminal Distribution: One Is Sure to Work for You
This article, written by Zhao Haiyong, a senior project manager at Shengchu Consulting, outlines eighteen practical strategies for terminal distribution in the white spirits industry, ranging from first-order bonuses and multi-tier rebates to travel incentives and honor awards. Each strategy includes a brief commentary on its applicability and effectiveness, providing a comprehensive guide for distributors to enhance market penetration.
酒业第一新媒体Rapid Summer Beverage Market Positioning: How Master Kong and Jinmailang Do Their Displays
As the peak sales season approaches, beverage companies are boosting terminal sell-through by securing freezer space and optimizing case-cut and shelf displays. This article examines how frontline marketers for Master Kong Youyue Water, Jinmailang Liangbai Kai, and Xiaoyang Lactate achieve rapid summer market positioning.
New DistributionHow to Implement Fine Channel Management in the Beverage Industry?
In marketing practice, we often encounter questions such as how to determine the optimal number of sales staff, how to allocate promotional resources, how to accurately forecast sales, how to quickly obtain market information, how to effectively check the work of sales personnel, and how to understand the flow of products in the sales channel. By implementing a fine channel management strategy, we have achieved certain results, which we now discuss with peers.
New DistributionA Beer Salesman's 12-Month Tactics and Pitches for Pressuring Dealers to Stock Up
A beer salesman uses various tactics and persuasive pitches each month to convince a dealer to stock up on beer, leveraging seasonal events, promotions, and psychological tricks to meet sales targets.
陈波Eleven Classic Promotional Strategies for Terminal Outlets
This article outlines eleven classic promotional strategies for terminal outlets in the FMCG industry, including single-product buy-one-get-one offers, product bundling, physical gifts, cash rebates, box recycling, display rewards, and more. Each strategy is analyzed for its application, advantages, and potential pitfalls, providing practical guidance for manufacturers and distributors.
朱志明