TOPIC ARCHIVE
Distribution & Channels articles
深度分销/渠道
Browse 1251 New Distribution articles about Distribution & Channels.
Published articles
1251 articles · Page 45 of 53
Practical Tips for New Product Distribution
When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising bombardment, if the product lacks distribution coverage, everything is empty talk. To improve distribution coverage, it is essential to first formulate reasonable promotion policies and cultivate a first-class sales team to execute them. During the author's tenure as a regional manager for a large fruit-milk beverage company, there was a prefecture-level market where the product had been on the market for a long time, but sales just wouldn't pick up. Upon visiting the market, the distribution rate in C and D class stores in the urban area was only about 10%, and the county-level distribution channels were not well-established. The distributor said...
刘连喜Practical Tactics for Successfully Escaping the Trap of 'High-End Products, Low-End Operations'
In today's fiercely competitive terminal market, every manufacturer hopes to launch a few high-margin, best-selling high-end products. Therefore, capable companies independently develop high-end products, while less capable ones quickly follow and imitate the high-end products of larger enterprises. However, in the actual operation of high-end products, companies (especially domestic ones) repeatedly use low-end product tactics to operate high-end products. The main operational pitfalls include the following: First, high-end products with low-end display. A visit to retail stores reveals that some companies have launched high-end products, but their high-end products are only high-end in price, lacking distinctive display, and are chaotically placed alongside low-end products.
王德强How Should Salespeople Respond to Distributors' Challenges?
Every marketer new to the industry finds it challenging to deal with clients, often feeling overwhelmed. Based on personal experience, the author shares marketing insights to inspire those pursuing a career in marketing. The article addresses common distributor objections, such as product packaging, fragrance, pricing, distribution support, and sales assistance, offering practical responses and analyses.
童庆德Ten Key Points for Optimizing Product Portfolio
For distributors in the growth stage, optimizing the product portfolio is a crucial front-end control measure that can prevent many management risks in channel, cash flow, team, and financial management. To achieve this, distributors must consider ten key aspects covering internal management improvement, financial operation enhancement, and coordination of channel relationships.
刘卫华Regional Markets: How to Drive Sales from Sales Representatives
With the development of the food industry and intensifying competition, many food companies are adopting a 'deep distribution model' to achieve comprehensive competitive advantages in regional markets. The success of this model depends on the company's own marketing resources and capabilities, with the quality, management, and execution of channel members—especially terminal sales representatives—directly determining regional sales volume. This article addresses three key issues: low quality and skills of terminal sales reps, skipping small stores and missing visits, and focusing only on best-selling products while neglecting new product promotion.
师顺宽Terminal Marketing: Winning the Battle for Shelf Space
Terminal display is strategically crucial in FMCG marketing, as it directly influences sales and brand competition. To secure prime display positions, brands must build strong retailer relationships, negotiate with promotional support, and seize opportunities to expand their presence. Effective terminal display follows principles such as visibility, full stocking, vertical concentration, and strategic placement near leading brands, supported by proper use of promotional materials and staff training.
刘连喜The 'Nine Solitary Moves' of New Products in the Martial World
How can new products conquer the market? This is a critical challenge for all companies, especially in the fiercely competitive cosmetics industry. As the saying goes, 'Good wine needs no bush,' but without proper groundwork, even the best product may go unnoticed. Drawing on Jin Yong's character Linghu Chong and his 'Nine Solitary Moves,' the author shares nine strategies for new product success.
杨华斌26 Refusal Reasons and Response Scripts for New Product Distribution
How to get new products to the terminal and meet consumers is key to successful new product launch. Based on new product promotion experience, I summarize common communication skills and methods as follows, hoping to serve as a catalyst: 1. Store owner: This new product is not the best among your products, why should I stock it? Distributor: Boss, not every product is the best in its category, but each tier has its corresponding consumer group, and each of our products can truly bring profit growth. Just like cars, some people ride Mercedes, but aren't there still people riding Santana? And it's undeniable that more people ride Santana than Mercedes.
New DistributionTerminal Upgrade: From Terminal Sales to Customer Management
Terminal work has focused on sales, leading to homogenized terminal tactics and declining effectiveness. To break through, companies must innovate by returning to the marketing principle of customer centricity, shifting from terminal sales to customer management.
王荣耀Empathy: Sell the Product to Yourself!
Some say the longest distance in the world is from the customer's pocket to the salesperson's pocket. This distance seems long because our focus is often too much on getting the money in the customer's pocket. As a result, many salespeople only care about whether the customer buys, how much they buy, their attitude, their demands, and whether they will pay. None of these concerns address what the customer actually cares about, so despite countless visits, they fail to find a breakthrough for further communication, and thus cannot overcome performance barriers.
刘涛Essential Terminal Work: Two Essentials and Eight Steps
Sales representatives on the front line directly impact company image, brand building, product promotion, and performance improvement. Their speech, communication, thinking, concepts, time management, diligence, honesty, credibility, and interpersonal style all influence business growth. To avoid crises and enhance performance, they must master two essentials (product knowledge and customer insight) and follow eight steps in terminal visits.
李通升14 Demonstration Display Images to Show You How to Increase Average Transaction Value
The quality of product displays in hypermarkets significantly impacts supermarket performance, as self-service shopping lacks the personal introduction that face-to-face sales provides. Therefore, how to make products on display communicate their unique appeal and drive sales has always been a major research topic in the retail industry. Most stores aim to establish a low-price image to attract customers, but how can they create this image to draw crowds without resorting to across-the-board low prices? Our goal is to strengthen the price image while ensuring a higher average transaction value and profit margin, subtly encouraging customers to increase their spending per visit.
New DistributionWinning at the Point of Sale: The Mouth Is Productivity
In Anhui and Machang townships, our brand once dominated with annual sales exceeding a thousand tons. However, a distributor and his salesman defected to a competitor, spreading rumors and offering incentives to replace our products, nearly wiping out our presence. After a week of strategic countermeasures, including discrediting the defector, exploiting jealousy, and offering better terms, we successfully regained most of the market.
陈波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Reference: 2014 Beverage Brand Terminal Distribution Report
No matter how good the product or how much advertising, if the terminal channels are not stocked or are poorly stocked, all marketing efforts will be in vain. This statement may seem traditional and conservative in today's Internet-thinking era, but it still applies to FMCG companies and will continue to apply for a long time, especially for 'super' FMCG products like beverages. In August-September 2014, Digital 100 conducted a terminal outlet sample survey in 10 cities across China, checking over 800 outlets for categories such as drinking water, juice, carbonated drinks, tea drinks, herbal tea, milk tea/coffee, and plant protein drinks.
New DistributionThe Core Value of Sales Personnel: Beyond Customer Relations, It's Display
Many companies assess sales personnel based on sales commissions, but some, like food company Orion, only assess display. For salespeople, having good customer relations and excellent product displays is crucial, as sales volume may not be entirely within their control, relying instead on brand, advertising, promotions, and pricing to attract consumers. The following article from Dealer's Home discusses the importance of display in the sales process.
New DistributionMerchandising: The Catalyst for Beer Sales Growth at On-Premise Outlets
Merchandising, especially in restaurants, has become a top priority for beer companies in recent years. Market research shows that markets with active on-premise outlets and strong sales performance often have excellent merchandising, such as Jinxing in Zhengzhou and Kunming, Kingway in Shenzhen, Snow in Hefei, and Liquan in Guilin. This article explores how to implement effective merchandising in restaurants.
马奔Twelve Major Pressures and Sales Targets for KA Store Buyers
This article outlines the twelve major pressures faced by buyers in KA hypermarkets, including contract negotiation times, number of contracts, total fee income, sales targets, pricing and gross margin requirements, promotional item arrangements, and more. It also lists key sales indicators such as sales volume, gross profit, customer transaction value, foot traffic, and product turnover speed.
王济保Practical Tactics for Building Basic Market Outlets
Building basic outlets is the cornerstone of brand development. Solid and professional development ensures a strong consumer base, sustained growth potential, and competitiveness. The author shares practical steps from market operations, including preparation, customer visits, new product promotion, store checks, merchandising, and follow-up actions.
宋锴Key Points for Market Display Practice
Market competition is fierce, and display plays an increasingly important role. To win against stronger opponents, mastering display standards and key points is crucial. The author regards display as the 'second lifeline of the market.' Key points include vertical display of the same brand, centralized display, end-cap display, horizontal display at the middle of shelves, full display, clean and undamaged products, display rack presentation, and stack display based on timing, location, and harmony.
宋锴Terminal Visits: How to Quickly Build Trust with Small Shops
Small shops are one of the most troublesome customer groups for frontline salespeople in FMCG. This article provides practical advice on how to turn these 'troublesome' customers into 'easy' ones by building trust through three key steps: making customers remember you, understand you, and trust you.
思动营销Fighting Strong with Weak: Guerrilla Warfare at the Terminal
This article discusses how regional FMCG brands can compete against strong national brands by focusing on terminal (retail outlet) strategies, using guerrilla tactics and hand-to-hand combat metaphors to emphasize the importance of building strongholds and engaging in close-quarter competition.
张势之A Collection of Persuasive Scripts for New Product Distribution at Retail Outlets
This article provides a comprehensive set of persuasive dialogues for sales representatives to use when convincing retailers to stock new products. It addresses common objections such as product quality, shelf space, and profit concerns, offering practical responses to facilitate successful product distribution.
周广军Beware of the Six Traps in Terminal Route Management, and Sales Will Not Be a Problem!
If the process is done well, the result will naturally be good. In sales—especially FMCG sales—you must do well at the terminal, as insiders know. Doing terminal work won't generate sales on the same day; sales go left, terminal goes right, which is a paradox that insiders also know. Is doing terminal work difficult? Route planning, report design, standard visit steps... the technical stuff is no longer mysterious—just poach a regional manager from Coca-Cola or Master Kong. But after the technology becomes transparent, why do so many enterprises still launch terminal systems, only to either give up halfway or end up with 'unfinished' terminal work? Or 'heart in Tianshan, body already dead in Cangzhou?'
魏庆