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Distributors and Employees: Fate, Emotion, and Money
As March 2016 arrives, the Chinese market is recovering after the Spring Festival, with gift sales winding down. Distributors are gearing up for new product selection at the 94th Sugar and Wine Fair, and the key to success lies in talent management. This article offers practical advice on selecting, training, utilizing, and retaining employees, emphasizing a balance of fate, emotion, and financial incentives.
赵正强5 Product Management Reports Distributors Should Review Weekly
Many distributors, especially traditional FMCG distributors, rarely use data management tools in their daily operations, leaving them unaware of which products are profitable, which are not, which are losing money, and which have no market potential. This article introduces several data management tools to help distributors professionalize their operations.
曾文忠 陈行军How to Effectively Control and Avoid Market Returns
Returns occur in any product, due to quality or market reasons. Market-related returns include: poor sales efforts leading to slow distribution and expired stock; secondary wholesalers mishandling inventory; and retail outlets with expired products due to inadequate maintenance. To control and avoid these, enforce first-expiry-first-out, quickly distribute new products, clear near-expiry stock via promotions, and ensure thorough daily checks by sales staff.
段杨3 Key Approaches and 6 Criteria for Selecting Distributors
For distributors, the external market is where the manufacturer's direct sales policy cannot reach, making it the easiest place to retain exclusive distribution rights. When developing external markets, distributors and sub-distributors become closely linked. Since most distributors lack the resources to bypass sub-distributors for channel refinement and external market development, all sales plans and strategies rely on sub-distributors for execution. Thus, the success or failure of selecting sub-distributors often determines the success or failure of market development. Key approaches include viewing sub-distributors as employees, adopting a global perspective, and taking a long-term view.
New DistributionDistributors: Surviving 2016 Is Success!
In 2016, the state advocated 'mass entrepreneurship and innovation' and introduced favorable policies to boost entrepreneurship, leading to strong growth across industries and the emergence of asset-light business models like internet and micro-commerce. This article focuses on how new FMCG distributors can navigate their early stages under these favorable macro policies, covering sources of distributors, initial operational strategies, and key principles for survival and growth.
赵正强Over 1,000 Business Owners Here Want to Invite You to Come and See for Yourself
We are a group of traditional FMCG business owners in Sichuan. Compared to other industries, FMCG is neither too good nor too bad, but making money has become much harder than before, with high costs and stagnant sales. We are building an industrial accelerator to attract talent and partners to help us upgrade, expand nationwide, and transform digitally.
New DistributionThe Transformation Battle Has Begun: How Should Distributors Embrace the Internet?
The information revolution is rapidly spreading from the C-end to the B-end, and traditional distribution channels are being restructured. Distributors are facing increasing pressure, making transformation urgent. This article analyzes the challenges distributors face and outlines six models for their digital transformation.
寇尚伟The Hurdle 'Niulanshan' Cannot Cross: Counterfeit Alcohol
The Haicheng District Food and Drug Administration in Beihai, Guangxi recently seized a batch of counterfeit Niulanshan liquor, reportedly shipped from Beijing. Although the exact source of the counterfeit liquor has not been confirmed, reports of counterfeit Niulanshan have frequently appeared in the media. After a multi-day investigation, Beijing Business Today reporters found through sampling and testing that 40% of the 42-degree 500ml Niulanshan Chenxiang Baijiu (commonly known as 'Bai Niu Er') sold in small restaurants in Beijing is counterfeit. These counterfeit products mostly originate from major wholesale markets in Beijing. An undercover visit to Beijing Jinxiu Dadi Wholesale Market revealed that selling counterfeit Niulanshan in bulk is an open secret, with the main buyers being small and medium-sized restaurants across the city.
刘一博 朱欣悦From Yili Low-Temp to Mengniu Ambient, This Distributor Controls 'Near-Expiry' Products to Keep Shelves Fresh!
For dairy distributors, pressure is evident: sensitive quality issues, frequent returns, and persistently high inventory levels are common. How should distributors address these challenges? Wu Lijun, a Mengniu distributor in Shangyu, Zhejiang, believes that whether dealing with low-temp or ambient milk, controlling near-expiry products is paramount. Only then can product quality be assured, distributors profit, and the market progress smoothly. Since entering the industry in 2003...
New DistributionDistributors: If You Plan to Transform in the Next Two Years, Don't Miss This...
The author has long wanted to write about the ultimate fate of FMCG distributors in China but hesitated due to the topic's weight. Sympathizing with distributors' hard work and slim profits, the article announces a free salon at the Chengdu Spring Sugar & Wine Fair on March 22, where experts and internet platform leaders will discuss transformation strategies for distributors.
赵波Distributor Product Selection: "First-Tier Brands Have Thin Margins, Second-Tier Brands Have Weak Terminal Presence, Third-Tier Brands Die Fast!" How to Choose Products to Make Easy Money?
How can distributors optimize their product mix to maximize profits with ease? This article analyzes the characteristics of first-, second-, and third-tier brands, calculates the returns of investing in each, and recommends an optimal combination model: 40% first-tier, 40% second-tier, and 20% third-tier in sales weight, with 1-2 first-tier, 4-6 second-tier, and 5-8 third-tier brands.
New DistributionIn the New Competitive Environment, Which Model Should Distributors Adopt to Keep Pace with the Trends of the Times?
Click the image above to register for free for the March 22 Chengdu 'Distributors + Internet Transformation Battle' exchange salon. Currently, most distributors in China with sales reaching tens of millions have years of business experience and capital accumulation, but their sales have stopped growing in the past two years. This article discusses how distributors can reform and develop without significantly impacting their existing business model.
赵波Business Personnel's Communication Skills: Tailoring Your Approach to Different Personality Types
This article provides communication strategies for business personnel when dealing with nine different personality types, from perfectionists to peacemakers, emphasizing the importance of adapting one's approach to build rapport and achieve successful interactions.
高春利Five Ways to Motivate Distributors
In modern marketing, networks are increasingly relied upon by merchants, especially consumer goods businesses. A key factor in whether a network operates smoothly is whether the distributors, who serve as the link between the manufacturer and the market, align with the manufacturer in philosophy and interests. This article outlines five methods for motivating distributors: time rewards, functional rewards, fuzzy rewards, cultural rewards, and the methods of delivering rewards.
余力Community 001's Comeback with Mengniu Backing Not Viewed Favorably
O2O company Community 001, which faced funding issues and employee protests last year, is reportedly being taken over by Mengniu Group. Industry insiders are skeptical, suggesting it may become a distribution channel rather than an O2O platform.
邵蓝洁Preparing for the Peak Season: Is Your Beverage Strategy Keeping Up?
The traditional peak sales season for beverages runs from April to October, with explosive demand growth particularly from June to August. To gain a competitive edge in this battle, distributors must be well-prepared. As the saying goes, 'Build the market in the off-season, sell in the peak season.' Besides manpower and resources, it's crucial to grasp the rhythm of preparation and choose the right entry point to win the peak season market.
冯媛Distributors' High Internal Friction: For Every 10 Yuan of Profit, 9 Yuan Is Wasted by Themselves...
Due to my work, I have come into contact with a large number of food distributors, many of whom have become my WeChat friends. Yesterday, I noticed I had 5,037 friends, including over 3,600 distributors from across the country. Scrolling through my Moments, I found that in just half a year, many manufacturer salespeople had left the food industry, and 85% of distributors were still in food but with declining business, while 15% were thriving and expanding. The article analyzes why business is poor, attributing it not to lack of demand but to distributors' own issues, such as lack of professionalism, complacency, and failure to understand the market and customers. It concludes that the future requires distributors to become professional, understand marketing, management, and finance, and adapt to changes, as 95% of distributors will fail due to their own mistakes.
New DistributionBlood, Tears, and the Price of Not Mastering the Retail Game: Dealers Who Don't Learn Deserve No Sympathy
A TV reporter in Northeast China called to ask about a dispute where dozens of suppliers sat outside a foreign-owned hypermarket, protesting unpaid debts and clashing with security. I said the suppliers are pitiful, but the pitiful often have their hateful aspects—because they entered into cooperation with the store without understanding it, and they refuse to learn.
黄静Ten Major Management Problems in Distributor Teams: See Which Ones Hit Your Pain Points!
Personnel management is an unavoidable topic for distributors. In an unfavorable industry climate, the more complete internal management is, the higher the ability to resist risks; otherwise, success remains elusive. This article lists ten common management problems distributors face, with examples and applicable principles.
钟娜Why Are You Still a Sales Rep After Two Years? It's Not Laziness in Your Legs, but Laziness in Your Mind!
In the same company, why do some salespeople become supervisors or managers after two years, while others remain veteran sales reps after ten years? The only difference is the willingness to learn and the ability to summarize. Positive people continuously summarize, learn, think, and quickly improve their professional skills from their work practice. Negative people just muddle through their days, and after many years, they still have no skills, watching their former subordinates become leaders. How to improve learning and summarizing abilities? The simplest and most direct way is to keep a work diary...
New Distribution2016 Chengdu Spring Sugar & Wine Fair Guide: Dealers, Save This Now!
With about 20 days to go before the 94th National Sugar and Wine Fair, this WeChat account will periodically share tips and strategies for attending the spring fair. Known as the 'barometer' of China's food industry, the fair is a must-attend event for food professionals.
New DistributionTen Comprehensive Profit Models for Distributors
The article outlines ten profit models for distributors, including contracting sales to employees for zero-cost efficiency, forming alliances with other distributors, leveraging manufacturers' expansion, focusing on niche markets, expanding into new regions, relationship marketing, vertical integration, corporatization, branding, and industrialization. Each model is illustrated with examples and practical advice.
New Distribution6 Models for Marketing Executives to Stay Close to the Market
The art of war says, 'A skilled commander seeks victory from the situation, not from blaming his men.' Marketing executives, as commanders, should create favorable conditions for their teams rather than just pushing them hard. This article outlines six practical models for marketing executives to stay connected with the frontline, including regular market visits, dealer communication, employee feedback platforms, breaking down departmental silos, monthly themed work, and focusing on terminal sell-through.
吴忠文Evaluating Distributor Staff Performance: The Key Lies in Salary and Performance Assessment
Regardless of the period, region, market conditions, or products, salespeople are the foundation of sales work. Therefore, motivating sales staff while ensuring the implementation of strategic intentions from senior leadership is a critical issue for manufacturers and distributors. Among various solutions, adjusting the salary structure of sales personnel is the most direct and effective method. This article provides a detailed explanation of how to build a salary system for sales staff, hoping to assist leaders in the liquor industry and distributor partners.
New Distribution