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Display Rhymes and Display Diagrams: Clear at a Glance, Learn and Apply!
Scientific, reasonable, and aesthetically pleasing supermarket product displays attract consumers' attention, stimulate purchases, and boost sales. This article explains key display principles through practical diagrams and easy-to-remember rhymes, helping retailers improve their display strategies.
New DistributionTen Common Misconceptions in Terminal Cognition and Operations for Marketers
This article shares insights from Mr. Pan Wenfu during a WeChat group discussion in the '365 Business School'. It outlines ten common mistakes in terminal cognition and operations, including overemphasizing sales over market development, neglecting small clients, mismanaging product mix, and confusing channel terminals with marketing terminals. The article also provides a case study showing that a 1% cost reduction and 1% sales increase can boost profits by 19%.
师顺宽13 Killer Tactics to Obliterate Low-Price Competitors!
Facing the impact of low-price products, most salespeople first feel fear and then demand policy support. Here, I share my 15 years of practical strategies, tactics, and maneuvers for hunting down low-price competitors, divided into three parts. These methods are truly 'essential for home travel and deadly for rivals,' and mastering even one can make you an industry expert, boosting performance or earning you fame.
周广军365 Business School Micro-Course | Zhu Zhiming, China's No.1 Practical Wine Marketing Expert: Ten Thoughts on Confusions about Boosting Product Sales
Why is your product slow-moving, difficult to sell, or performing poorly? Why is your market not breaking through, or growing slowly after a breakthrough, or declining rapidly after a rapid breakthrough? Why do your salespeople go through the motions despite systematic systems and strict management? Join Mr. Zhu Zhiming as he shares 'Ten Thoughts: Confusions about Boosting Product Sales'.
New DistributionThe Era of Consumer Refinement Replaces Channel Refinement Has Arrived
Views like 'terminal is king' and 'channel is king' have been popular in the business world for over a decade. The author, who once advocated such ideas, now argues that channel push is giving way to consumer marketing penetration, ushering in a new era where consumer refinement replaces channel refinement.
李政权How to Successfully Host an Order Conference at Year-End?
Order conferences are a common promotional tactic in the industry, used by manufacturers to boost sales and recruit distributors. Distributors also actively imitate this by collaborating with brand manufacturers to expand their second-tier wholesalers and retail channels. These events help quickly distribute products to sales points, occupy capital and shelf space, and create a strong market push. Distributor order conferences can be categorized by client type (distribution clients vs. sales outlets) and by venue (on-site vs. door-to-door). This article focuses on on-site order conferences, which, if poorly executed, can become mere social gatherings with low orders or poorly attended events. Success requires attention to details.
New DistributionFive Observations, Eight Questions, Four Checks, and Ten Key Elements of Sales Points: The Basics of Terminal Store Inspection!
This article outlines the fundamental skills for terminal store inspection in FMCG, including five observations (display, sales staff, promotions, products, and opportunities), eight questions (sales, products, promotions, store, consumers, barcodes, customer relations, and training), four checks (sales data, inventory, promotional materials, and sales staff reports), and ten key elements of sales points (product, price, location, POP, key tools, main push, inventory, store staff, periodic promotions, and competitor information).
New DistributionHow to Handle Terminal Display? Remember These 9 Words!
From the principle of simplified management, display is actually a meticulous task that requires care. If executed according to basic requirements, it can effectively enhance store image and boost sales. The nine key words are: quantity, concentration, ease, completeness, cleanliness, association, timeliness, brightness, and color.
New DistributionPractical Preparation Guide for In-Store Promotions
This article provides a practical guide to planning and executing retail promotions, covering key principles, types, processes, budgeting, and preparation checklists, with a focus on detail-oriented execution.
艾建军Standard Solutions to 24 Common Refusal Reasons in Terminal Distribution
During FMCG terminal distribution, especially when launching new products, salespeople often encounter customer objections they cannot answer, hindering communication and deals. This article provides standard responses to common customer resistance points, distinguishing between genuine and false objections.
刘利民Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春Doing Township Terminal Distribution Work This Way Works Better!
For FMCG distributors, the primary marketing issue is to get products in front of consumers before purchase intent can arise. However, many small retail terminals in township enterprises are weak, numerous, densely distributed, and have low traffic, selling to whoever offers the highest profit with little loyalty. How to solidify the 'territory' you've worked hard to conquer and form a sound sales network is a common challenge for manufacturers and distributors. Improving distribution coverage through proactive promotion to achieve effective sales is particularly important. Therefore, distribution...
New DistributionFive Taboos for Salespeople Dealing with Customers
Salespeople often interact with customers, and over time, they become familiar and even friends. However, familiarity can lead to unintentional mistakes or even principled errors. The following are common taboos that salespeople tend to overlook when dealing with customers: First, speaking ill of customers behind their backs; second, using customers' belongings; third, revealing customers' secrets; fourth, sowing discord among customers; fifth, calling customers brothers.
梁胜威Bold, Meticulous, Thick-Skinned: The Seven-Character Mantra for Sales Success
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation, 'Let me tell you a secret: seven characters—bold, meticulous, thick-skinned.' In romance, these seven characters are indeed an invincible weapon. We often see that some idle guys around us often have a beautiful girlfriend on their arms, and these girls may not have been conquered by money, power, or looks, but they surrender under the fierce attack of these seven characters. And aren't these seven characters also the seven-character mantra for a successful salesperson?
游昌乔The Art of Distribution for New Product Launches
Distribution is the first step in bringing a new product to market, and it is crucial. The path of distribution for a new product launch requires careful planning and attention to detail. To succeed, one must first understand the characteristics of distribution, the standards to follow, and how to formulate the right distribution strategy. The following details the intricacies of new product distribution.
New DistributionRefined Cultivation: Escaping the Promotional Swamp
In today's terminal-dominated market, promotions are like a swamp that must be crossed to boost sales, hiding traps beneath a calm surface. With increasing and homogenized promotions in the industry, we must find solid footing by differentiating our approach, understanding consumer psychology, and integrating various marketing tactics.
刘孝明Understanding the Relationship Between Baijiu and Deep Distribution
Why do some companies succeed with deep distribution while others fail, leading to rising marketing costs and wasted distributor resources? This article explores the strategic significance and value of deep distribution, examining its two contrasting perspectives, concept, and the key factors for successful implementation.
朱志明How Distributors Can Secure Prime Displays in KA Stores
After a distributor opens an account in a store, securing the best display position to showcase products to consumers becomes the most critical action. Prime displays, known as 'golden displays,' can decisively boost product sales. This article analyzes what constitutes a golden display and offers strategies for distributors to obtain and maintain these valuable positions.
陈崖枫Yijigou: Building a Harmonious Channel Ecosystem
While B2C e-commerce platforms are engaged in price wars with no clear future, B2B e-commerce seems to exist in a different world. Yijigou, a B2B platform, achieved nearly 40 million yuan in transactions on Double 11 and surpassed 100 million yuan in total transactions within two months, covering over 20 cities. The company aims to become the mobile ordering platform for 10 million retail stores.
尚阳Seven Dimensions for Sales Supervisors to Check Salesmen's Work in the Field
From the perspective of employee visit efficiency, when the company is pushing new product distribution and leaders are anxious, it's possible that employees are slacking off, ending their work early, or even skipping visits altogether. There may also be missed orders, where employees fail to secure all possible orders during their visits. If such issues exist, they should be addressed in morning meetings with rewards and penalties, and the penalty for missed orders should be publicly announced to motivate everyone to push new products and improve personnel management efficiency. From the barcode distribution perspective, new products may not be suitable for all outlets, so it's important to check if employees are following the distribution standards and whether those standards need adjustment.
New DistributionJDB's Success: It's Deep Distribution, Not Positioning!
Deep distribution has many classic and successful cases. Amidst the jungle of competing theories, practice is the sole criterion for testing truth. Li Dayi learned Teacher Bao's deep distribution theory 13-14 years ago and applied it in the market, which greatly enhanced his skills. He argues that JDB's true core competitiveness lies in its deep distribution capability, the strongest among all domestic FMCG companies.
New DistributionWhy New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, pushing marketers to create numerous ineffective outlets that kill the product. To sustain growth, channel focus is essential: screen outlets and target 'quality fish'.
New DistributionInternal Training Guidelines for Terminal Display of a Yili Milk Distributor: Practical and Effective
Standardized display is crucial for influencing consumer purchase decisions, enhancing brand loyalty, attracting impulse buyers, and increasing sales. This training manual outlines the purpose, principles, and specific requirements for effective product placement in retail outlets, including shelf positioning, date management, and special displays.
徐汉强2 Marketing Support Platforms + 8 Steps of Terminal Visits: Build a First-Class Team with Ordinary People!
There aren't that many talents in this world; use models to let ordinary people accomplish extraordinary things. In a China-US CEO dialogue about what to focus on during rapid corporate growth, American entrepreneurs unanimously wrote "team" on their boards, highlighting the value of teams. However, for many domestic companies, building a marketing team, especially a sales team, remains a headache due to the scarcity of excellent salespeople and marketing talent. This article suggests starting from two aspects: building marketing support platforms and breaking down sales actions to simplify complex tasks, using standardized models like the "Eight Steps of Terminal Visits" to train ordinary people into a top-tier marketing force.
刘文新