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2022 Budget Planning: How Should FMCG Companies Design Their Offline Channels?
Recently, I communicated with two companies with annual sales of around 2 billion yuan about channel coverage for the coming year, as they are about to start their 2022 budget planning. The channel coverage model has not been fully thought through; according to budget planning, the first version of the channel coverage budget must be ready by September, company-wide promotion and implementation plans for branch offices by October, and execution by November—time is tight and the task is heavy. Today, I will share the general framework of a channel coverage plan I just developed for a company, hoping the team can better understand and execute it.
高级研究员 海游Terminal is King, Where is the Way, Can New Store Commerce Be the Antidote?
The article discusses the evolution of the 'terminal is king' sales model in FMCG, emphasizing that while offline channels remain crucial, brands must integrate digital tools to enhance terminal efficiency. It introduces 'New Store Commerce' as a solution to overcome physical limitations of stores by leveraging dual stores, dual scenarios, dual IPs, dual experiences, and a toolkit of cloud store, community, live streaming, and WeChat Moments to empower terminals and connect with consumers.
朱朝阳Omnichannel Distribution: A Core Skill Every Enterprise and City Manager Must Master
This article discusses the evolution of distribution channels in the FMCG industry, emphasizing the shift from traditional single-channel models to fragmented, omnichannel environments. It argues that omnichannel distribution—covering all consumer touchpoints both online and offline—is now a core skill for enterprises and city managers, requiring strategic channel selection based on consumer behavior and category characteristics.
赵波Agent for Guanshengyuan, White Rabbit, Alpenliebe, etc., with annual sales of hundreds of millions, Leye Trading's 'playbook' for online and offline
Distributors often complain about high fees, low profits, and long payment cycles in KA channels, yet some have thrived. Suzhou Leye Trading, founded in 2012, has grown from a startup to a major distributor of brands like Guanshengyuan, Alpenliebe, and White Rabbit, achieving nearly 400 million yuan in annual sales. The company's success lies in strong team cohesion, efficient management, and a dual focus on offline KA and online e-commerce.
AsherA Digital Operations System May Matter More Than Digitalization Itself
The article argues that while digital tools like SFA, mini-programs, and one-code-per-item are important, the key is building a comprehensive digital operations system that integrates these tools to connect F2B2b2C, enabling coverage, acquisition, activation, repurchase, and referral. It emphasizes that these tools have limitations and must be adapted to specific contexts, and that product quality remains fundamental.
赵波Mengniu, It's Hard to Say I Love You!
A former top Mengniu distributor recounts his 18-year partnership with the dairy giant, detailing how initial success and deep loyalty gave way to financial ruin, unresolved debts, and a bitter dispute over promised compensation and support.
老董Community Group Buying Enters Deep Water, Traditional Market Ecology Shifts
A field visit to Zhenjiang reveals how community group buying platforms are aggressively recruiting store owners as group leaders through 'street-sweeping' campaigns, reshaping the traditional FMCG distribution landscape. Dealers face declining offline sales, while some adapt by diversifying brands, channels, and embracing e-commerce.
高级研究员 海游Tasting: An Action That Can Increase Sales by 5 Times, Ignored by 90% of Companies!
This article is a must-read for all physical businesses, especially food and beverage companies. It reveals a common yet overlooked action that can boost sales fivefold without extra manpower, materials, or time costs, and also encourages repeat purchases.
阳光头Entering 40,000+ Offline Outlets, Ranking First in Hema Category: A Dialogue with Mike Rice Wine on Breaking into the Tipsy Market!
As a mature brand, RIO has made 'low-alcohol' synonymous with its name, and the 'tipsy' scene has become a demand among young people. This has created opportunities for new brands like Mike Rice Wine, Berry Sweetheart, and Meijian. Mike Rice Wine, founded in 2014, chose the traditional Chinese rice wine category and has now entered over 40,000 offline outlets, becoming a top seller in Hema and other channels. The article explores the strategic thinking behind this choice and the industry's development.
苏相如Channel Order Onlineization: Controlling Product Flow and Enhancing Marketing Efficiency
Field Service 365 proposes that digitalization in the FMCG industry mainly consists of five onlineizations: personnel, customers, marketing activities, channel orders, and channel inventory. Among these, channel order onlineization, which manages orders for products sold by distributors, is undoubtedly the most challenging. By understanding distributor sell-out orders, companies can gain insights into product flow, implement targeted marketing activities, and improve efficiency.
数字化的A Successful Promotion: The Promoter's Contribution Is No Less Than 60%
This article argues that promoters are crucial to the success of promotional activities, yet many FMCG companies neglect their management. It offers insights into improving promoter productivity through human resource management, including planning, recruitment, training, performance, compensation, and employee relations.
高级研究员 海游From Annual Sales of Over 20 Million to Hundreds of Millions in 7 Years: What Did This Trading Company Do Behind Its Rapid Growth?
This article explores the growth journey of Anhui Sulong Industry and Trade Co., Ltd., from annual sales of 20-30 million to hundreds of millions in seven years, highlighting the strategies of its chairman, Su Jiandong, including information flow, customer service, organizational management, and product selection.
周群Where Have All the Sales Representatives Gone?
Are sales representatives really 'out selling'? A hot topic in the FMCG industry asks why young people are reluctant to become FMCG sales reps, with many switching to food delivery or ride-hailing. The reality is that frontline sales work is often repetitive and inefficient, and the traditional 'human wave' strategy is no longer viable. Companies are turning to crowdsourcing platforms to handle routine tasks, allowing core sales teams to focus on actual selling.
山仙森BC Integrated Operations Will Ultimately Replace Deep Distribution
A fundamental reality: after 2010, no well-known new brand rose through advertising (perhaps Xiaoguan Tea is an exception); similarly, no new brand achieved fame through deep distribution (perhaps Jiangxiaobai's deep distribution after IP ignition is an exception). Advertising-driven (brand-driven) and channel-driven approaches are no longer the driving forces for corporate rise. The distribution logic of channels is giving way to the sell-through logic. Deep distribution is distribution logic, while BC integration is sell-through logic. Distribution solves the 2B problem, while sell-through simultaneously addresses both B and C. Once sell-through is solved, distribution is no longer an issue.
刘春雄Don't Let Community Group Buying Become the 'Scapegoat' for Declining Sales
Community group buying has been a hot topic this year, naturally becoming the biggest 'scapegoat' for declining sales among some FMCG marketers. After visiting several distributors and brand managers, I found many blaming community group buying for weak sales in April and May. However, I argue that they should first self-examine their own operations, then analyze the industry and market, rather than shifting blame.
高级研究员 海游Terminal Media: Easy to Use, but Not Everyone Can Use It Well
Subway station ad spaces are increasingly vacant, and the once grand alcohol brand ad campaigns have long lost their aroma. Even the previously diverse outdoor screens and elevator ads are now often filled with public service content about environmental protection, animal care, and health. Does this mean front-end media advertising is no longer needed? Of course not. Under the strategic premise of deeply operating target audiences and focusing on marketing conversion, broad-traffic front-end media ads are no longer pleasing clients. Some might say it's because there's no money. Unfortunately, it's possible to lack money for benefits, but there's always money for advertising; clients have simply shifted their affections.
车阳“Self-Procurement” Saves KA, “Group Wholesale” Saves Small Stores?
During market research, a new model called “group wholesale” (tuanpi) was discovered, which resonates with the author. The key difference between group buying and group wholesale is the target customer: community group buying targets households (2C), while community group wholesale targets street retail stores (2B). The value of group wholesale lies in constructing a new supply chain system for the retail industry. The idea that “group wholesale saves small stores” is the author's personal conjecture, but the business logic behind it could indeed save small stores. If group wholesale fails, similar business logic will emerge in the future because the market demands it.
刘春雄Three Digital Maps: Panorama, Roadmap, and Operations Map—Not One Can Be Missing
【Digital Practice Driving Business Growth: First Lesson】 is a comprehensive digital training course for CDOs, CIOs, digital directors, digital offices, and digital teams. It will propose a comprehensive digital blueprint (big, medium, and small maps), organize study tours to observe digital super benchmarks, share three benchmark cases, interpret six digital system modules, and provide a workshop for digital implementation practice. This summer, let us light the way for you, see the direction of digitalization clearly, and guide you step by step in drawing your own digital map!
刘春雄Deep Distribution Has Peaked: How to Solve the 'Someone Buys' Problem Next?
China's past marketing was driven by brands and channels, solving the 2C problem of 'someone buys' and the 2B problem of 'someone sells' respectively. However, deep distribution has hit its ceiling, and the logic of 'if someone sells, someone will buy' is failing. The new approach is BC integrated operations, using 2C as a lever to solve 2B problems, with core elements of BC association and dual private domain operations.
刘春雄With 5% Annual Customer Churn, How Can Physical Stores Digitally Save Themselves?
Traditional stores face a crisis of customer loss, with an annual churn rate exceeding 5%. Digital self-rescue strategies, such as implementing dual-store models (physical + cloud) and leveraging KOC relationships, can help mitigate this trend.
刘春雄Four Digital Channel Routes for Brand Owners
No digital path is wrong, but one must remember how high each path's ceiling is. From the magnitude of the ceiling, there are levels of 100 million, 1 billion, 10 billion, and 100 billion. Choosing a digital path is choosing the future scale of the company.
刘春雄From Terminal Interception in the Deep Distribution Era to User Interception in the Digital Era
Terminal interception aims at sales; user interception, besides sales, primarily aims at getting users online. Terminal interception has touchpoints but no connection; user interception means touch equals connection.
刘春雄The Truth About Channel Flattening and Disintermediation
To understand China's market and channels, one must first understand China's geography. With 1.4 billion people and nearly 39,000 township-level administrative divisions, China has the world's largest number of retail outlets. Channel flattening and deep distribution have been the two major transformations, but the total number of channel levels (internal and external) remains constant at six, as flattening merely shifts levels from external distributors to internal management. In the digital era, the total levels increase to seven because the endpoint shifts from retail outlets to end consumers.
刘春雄New Marketing 2.0 Guide: Three-Dimensional Space, Three-Dimensional Connection, Dual-Line Deep Distribution, Traffic Interconnection
The environment has changed, and marketing must change accordingly. This article introduces the core concepts of New Marketing 2.0, including three-dimensional space, three-dimensional connection, dual-line deep distribution, and traffic interconnection, providing a framework for brands to integrate offline, community, and online spaces to achieve BC integration and traffic flow.
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