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Channel Diversion: The Smuggling Undercurrent
Sales without channel diversion are not thriving sales, but excessive channel diversion makes sales very dangerous. Development and stability are the two major goals of enterprise sales work. While salespeople first seek development by continuously opening new markets, without stability there can be no development. Enterprises must control channel diversion and price dumping to stabilize the market. If market chaos results from channel diversion and dumping, sales work cannot proceed smoothly. Development is the absolute principle, but stability is even more so. A market that cannot be stabilized is a market without a future; a salesperson who cannot manage the market well is an unqualified one.
New DistributionDealer Development: New Situation, New Approaches
Dealers are a company's first customers, especially for SMEs where brand pull is insufficient; dealer push becomes key to market penetration. Choosing the wrong dealer means failure from the start. This article recommends 11 types of dealers to prioritize, based on practical experience and case studies.
王荣耀How Edible Oil Distributors Can Run Perfect Mid-Autumn Festival Promotions in Supermarkets and Grain & Oil Shops
With the Mid-Autumn Festival falling on September 15 this year, the edible oil sales peak season is approaching, making it a critical time for oil brands to compete. This article provides a comprehensive guide on how to conduct market research, select effective channels, and implement promotional strategies in supermarkets and grain & oil shops to control costs and maximize sales results.
New DistributionTraditional Enterprises Are Undergoing Disruptive Restructuring: Will You Be Destroyed or Reborn in the Future?
Traditional enterprises are undergoing disruptive restructuring. The scary part is that many companies caught in this wave are unaware of the threat of destruction or the opportunity for rebirth. Such companies lack a future. Let's run toward the future now. The direction toward the future: change your posture.
李政权Three Strategies for Peak Season Sales
Before the peak season, after FMCG manufacturers have stocked up and pushed inventory to distributors, the next step is to drive product sell-through. Sell-through is more important than stocking because only when products truly move through the channel can the 'dangerous leap from commodity to money' be achieved, meeting sales and profit targets. To achieve hot sales, manufacturers must do three things: activate terminals, use promotions, and provide excellent service.
崔自三Manufacturer-Dealer Rivalry: The Preservative for Distribution Channels!
The topics of distributor transformation, upgrading, and second-time entrepreneurship have been hot in the marketing world over the past two years. Distributors have long felt pressure from manufacturers' channel refinement and e-commerce's rise, which often aim to disintermediate them. This article explores the value of manufacturer-dealer conflicts through the story of Lao Song, a building materials distributor who attempted a second venture with a crowdfunding model, only to face challenges that highlight the importance of maintaining a balanced triangular relationship among manufacturers, dealers, and consumers.
黄润霖How Beverage Companies Can Win the Peak Season Sales Battle
Despite the saying that good wine needs no bush, it doesn't seem to hold true in today's beverage market. With overwhelming advertising, aggressive competition, and low brand loyalty, beverage distributors must not only rely on product strength but also employ every sales and promotion tactic to win the peak season battle. This article explores how beverage companies can effectively market during the summer season.
胡伟How Frontline Sales Staff Can Effectively Manage Channel Partners
Xiao Xu, a frontline salesperson for a major beer brand, managed a county-level market with one primary distributor and 20 secondary distributors. Facing intense competition and disgruntled secondary distributors, he shifted focus to motivating their delivery staff through relationship-building, training, and incentive programs, resulting in a 66% sales increase and recognition from his company.
闫治民Preparing for Mid-Autumn Festival: Order Conferences Are Not Just for Eating and Drinking—Everything for Boosting Sales, Opening New Accounts, and Strengthening Customer Relations!
As the Mid-Autumn Festival approaches, it's time to prepare for order conferences. A well-executed Mid-Autumn order conference can boost sales and reduce second-half worries. This article analyzes on-site order conferences, covering their three purposes, two common pitfalls, and key strategies for success.
New DistributionThe Key to Channel Reform Is to Reverse Losses and Follow Trends! Nongfu Spring's Big Customer System Will Surely Backtrack!
As a benchmark in China's food, beverage, and FMCG industry, Nongfu Spring's every move attracts attention. Recently, rumors about its drastic reduction of distributors in favor of a big customer system have circulated, sparking various discussions. In my view, times have changed; Nongfu Spring's implementation of the big customer system is temporary and it will inevitably backtrack. Has the time truly matured for Nongfu Spring to implement the big customer system? While everyone emphasizes intensive channel cultivation and regional deep cultivation, the news of Nongfu Spring adopting the big customer system has surprised many...
李政权How Can Distributors Counter the Bully Contracts of Hypermarkets?
Many distributors encounter bully contracts when cooperating with hypermarkets, especially those with strong sales. Such contracts often leave distributors feeling helpless, as the hypermarket becomes a 'chicken rib'—not worth the effort but hard to abandon. This article analyzes why these contracts arise and offers strategies such as listening first, setting boundaries, uniting with other suppliers, using soft power, and finding flexible solutions to protect their interests.
黄静What Should Distributors Do When They Encounter a Half-Baked Product?
A distributor shares his dilemma after investing 500,000 yuan in a jelly product with a well-known animated character as its brand. The manufacturer fails to honor promises, leaves only a 10% gross margin, and the distributor feels like a mere transporter. The article analyzes the issues and offers solutions, including category management and strategic adjustments.
英昂林How Should Distributors Solve Four Core Problems: Difficult Terminals, New Product Rejection, Joint Boycotts by Major Terminals, and Product Price Increases?
In the baijiu industry, terminal channel management is one of the key tasks for trading companies. Every step in the sales process—from developing new terminals, maintenance, new product promotion, price increases, expense allocation and approval, to problem feedback and resolution—affects the entire sales process and results. Today, the reporter from Jiushihui selects four common problems in the baijiu market for analysis and discussion. How to deal with regional 'old, big, difficult' terminal customers? What are 'old, big, difficult' terminal customers? 'Old' means they have been in the tobacco and alcohol business in the region for a long time...
张强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How the Internet Is Transforming Traditional Industries: The Value of Distributors Is Seriously Underestimated!
For industry insiders, the winter of the baijiu industry seems to have lasted a bit too long. It is almost a consensus within the circle that the industry hit bottom in 2016. Adapting to and leveraging the trend of 'channel transformation' to adjust industry development is the current situation. So, will traditional distributors and new channels replace each other, or can they integrate during the transformation, each taking on different roles in the new development pattern?
傅钟Uncovering the Four Major Culprits Behind Distributors' Inventory Overload: How Many Have Hit You?
In the early years of the Ming Dynasty, Zhu Sheng's strategy of 'building high walls, storing abundant grain, and delaying kingship' laid the foundation for 276 years of Zhu rule. 'Storing abundant grain' meant expanding war reserves, essentially inventory, a strategy still adopted by the food industry at the beginning of this century. However, in recent years, inventory has suddenly become a headache for distributors, especially since last year, as product backlog has become an unavoidable reality in the industry. Whether small or medium-sized distributors or those with assets over 100 million yuan, inventory pressure has left many gasping for air.
王飞飞Seven Theorems for Sales Managers
This article outlines seven principles for sales managers, covering topics such as understanding human behavior, the role of advertising, resilience in the face of failure, building effective teams, motivating through incentives, fair competition, and establishing sales channels. It emphasizes the importance of balancing 'benefit, emotion, and rules' in managing relationships with customers and team members.
孙曰瑶Middlemen: Dig Their Own Graves or Survive on Their Knees?
My family was once one of the largest distributors of a beer brand in the Yangtze River Delta, a true 'middleman'. On paper, we made 1.5 yuan per box sold, but to win customers, we often sold at cost or even at a loss, subsidizing 0.5 yuan per box. We relied on year-end rebates from the brand, which later turned into beer instead of cash... and then there was nothing. This article reflects the plight of many Chinese agents, wholesalers, and distributors in the internet era, and offers two strategies: shift from selling goods to selling services, or shift from selling goods to R&D.
马金同Market Unimpressed: Tongrentang Herbal Tea Cools Off
Tongrentang's herbal tea, once touted as securing 300 million yuan in orders, has gone quiet during the peak sales season. Reports indicate weak terminal sales, with some distributors terminating partnerships due to slow movement. Analysts attribute the brand's struggles to its high price of 5.5 yuan and limited distribution channels.
阿茹汗 王子扬What Is the Future Value of Distributors?
The role of distributors has changed significantly due to industry and social shifts. To define their future value, distributors must understand the value chain and rebuild it by leveraging platforms, the internet, and consumer-centric approaches.
刘圣松Distributors Can Still Make a Fortune by Mastering These Five Details When Taking on Established Market Products
Products are the weapons distributors use to make money. While much discussion focuses on selecting strategic new products, distributors may also take on established market products. This article outlines five key details to consider when taking on such products, illustrated with real cases and expert advice.
冯媛A Well-Known Distributor's Techniques for Selecting Factories, Products, and Business Communication, and Countermeasures for Common Business Problems
When a company launches a new product, it needs to recruit distributors, and every year many distributors also need to select new products. For sales personnel, recruitment is equally important. Recently, a reporter from Jiushihui obtained an internal product selection strategy from a well-known liquor company (with authorization), which analyzes from four aspects: price, brand, model, and product selection. We share it here to help liquor manufacturers and distributors.
酒食汇团队Why the Hottest New Products at the Sugar and Wine Fair Are More Likely to Make Companies and Distributors Lose Money?
Why are the hottest new products at the Sugar and Wine Fair more likely to make companies and distributors lose money? What are the tricks to ride the market trend without losing your wife and catching the rogue? Planning a product line is like deploying troops; what is the correct posture? Every year starting in March, industry exhibitions are in full swing. What do you look at in industry exhibitions? Look at 'new products', 'trends', and dynamics; it is said that major exhibitions are industry bellwethers. But in general, industry exhibitions are like 'going to a big market' or 'joining the crowd', with products rushing in like a swarm. In the first few years of making beverages, when I saw that Six Walnuts was hot, the exhibition was full of walnut drinks, then coconut juice drinks, and recently lactic acid bacteria drinks; in cosmetics, it was various hydrating products in the early years, and in recent years, various masks. If companies launch new products based on this, and distributors select products based on this, they often lose a lot.
苗庆显How Distributors Can Prevent Manufacturers from Burning Bridges
Distributors often accuse manufacturers of 'burning bridges' after crossing the river, but the author, with over 20 years in marketing, has never seen a manufacturer that doesn't. Distributors should not moralize; instead, they must recognize that they are merely 'tickets' that can be torn up as manufacturers refine their markets. To survive, distributors must build irreplaceable value in their niche, while manufacturers and sales reps should strategically plan channel evolution and manage distributor networks to prepare for inevitable changes.
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