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Distributors Should Know How to Assess a Product's 'Sellability'
When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'sellability'. Sellability refers to all factors that determine a consumer's purchase decision. At retail, consumers consider one or several sellability factors, such as taste, portion size, and price. Compared to consumers, distributors must assess sellability more comprehensively, not only evaluating the product's attributes but also understanding the target consumers' age, preferences, spending power, and purchasing channels.
New DistributionBest Original Articles of 2015
In the second half of 2015, this platform published a total of 38 original articles, including several with over 100,000 reads. The quality and content of the articles have gained widespread support and recognition from readers, as reflected in readership and sharing numbers. In 2016, we will increase our original content efforts to provide more professional, higher-quality, and more in-depth articles. We also welcome readers to leave comments at the bottom to offer guidance and help us improve. Featured original articles from 2015: How FMCG distributors can introduce sales management software to improve their management level...
赵波How Should Food Distributors Survive in 2016?
Due to slowing economic growth, severe product homogenization, oversupply, and intense competition in the food industry, coupled with the hype around internet marketing concepts, food distributors face unprecedented challenges in 2016. This article provides practical advice on how to thrive by selecting products based on local consumer demand, building terminal profit models, improving team management efficiency, and adapting strategies according to company size.
师顺宽How Can Distributors Effectively Launch New Products and Make a Splash?
In a narrow sense, new product sales are essentially the process of unblocking the distribution chain, and how to effectively unblock this chain is the key to a successful new product launch. This article provides distributors with strategies for effectively launching new products by focusing on three key points: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy.
New DistributionHow to Solve Distributors' Problem of Soon-to-Expire Products?
This article analyzes the causes of soon-to-expire products at distributors and retail outlets, and provides countermeasures. It emphasizes prevention, proper inventory management, and avoiding illegal date modification.
New Distribution365 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 DistributionThree Modernization Transformations Facing Traditional Distributors
Brand transformation is a key marker of modernization for traditional distributors. In the past, distributors merely helped brand companies sell products and brands, but future modern distributors must learn brand management to cultivate and build brands.
New DistributionHow 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 DistributionWhy Do Distributors Often Fail with New Products and Earn Less?
In the previous post 'How Should Distributors Conduct Their Business in 2016 Amid Economic Downturn?', we discussed the issue of distributors selecting new products. Building on that, we now explore this topic from a different angle. A common phenomenon is that distributors often fail with new products and earn less from them; many articles also mention the difficulty of 'moving new products'. The reasons are complex, and we won't analyze them one by one. In fact, not only distributors but also larger brand companies face certain risks when launching new products.
张德昭Ten Essential Skills for Sales Managers to Master Channel Inventory Pressure
An interesting phenomenon is observed: most second- and third-tier products heavily emphasize and rely on channels, yet channel management remains at the simple level of inventory pressure and payment collection. After years of experience, most salespeople have not fully integrated these two skills, and there is a clear deficiency in how to effectively implement inventory pressure. Based on years of marketing experience, I summarize my practical experience into ten key techniques for inventory pressure.
高春利Supermarkets Have Changed, What Should Distributors Do?
As supermarket enterprises enter a crisis, distributors are facing enormous operational risks. Suppliers have deeply felt the shift in the supply chain due to the rise of chain retail, moving from difficult business and declining profits to high risks. Some distributors even lament, 'Doing business with supermarkets is suicide, but not doing it is waiting to die.' Faced with high costs and increasing risks from supermarkets, how can distributors make structural adjustments to survive this crisis? The supermarket industry itself is irreversibly entering a critical phase of survival of the fittest...
New DistributionHow Can Prefecture- and County-Level (Frozen Food) Distributors Survive After the Dividend Disappears?
Compared with ten years ago, or even earlier, prefecture- and county-level distributors were thriving and making good money. A decade later, the situation has completely reversed, especially in the past year or two, as their living space has been increasingly squeezed. The main reasons are: 1. Information has become more accessible. Previously, prices were secret, and making dozens to a hundred yuan per box was common, earning money from information asymmetry. Now, with WeChat and social media, any product and price can be found, making information and prices transparent.
刘助Dealer Requests Policy Support: To Give or Not to Give?
In a previous role as VP of Marketing, I faced two headaches: most memos were requests for promotional or price support for primary dealers, and dealer visits were mostly complaints and demands for policy support. I'm not against supporting dealers, but I want to use policy support effectively, not as a simple benefit. This article analyzes the types of demands dealers make, the reasons behind them, and strategic ways to handle them.
孙斌The Year's Plan Begins at the 'Water Head': Seven Keys and Five 'Must-Nots' for Mastering the Water Head Inventory Push
The 'Water Head' (wholesale ordering meeting) is the flashpoint and commanding height of the annual beverage war. Seizing the 'Water Head' is not only the core task for beverage companies to capture channels but also the foundational move to gain sales initiative, market leverage, and channel voice. Many beverage companies have set up special task forces for this, as evidenced by the ordering policy sheets on the tables of second-tier distributors. The year-start inventory push is increasingly valued by manufacturers for three main reasons: first, to lay the foundation for the peak season (late April to early October) and even the whole year's sales; second, to estimate annual production tasks based on distributor payments and orders, avoiding blind production; third, to occupy distributors' capital and warehouse space through substantial discounts, thereby reducing their attention to other brands.
宁晓伟A Comprehensive Guide to Developing Distributors: Strategies and Scripts for Handling Objections! Not Following This Will Surely Fail to Recruit!
This article provides a detailed guide for developing distributors, starting with understanding the distributor's common objections and knowing your own company, products, and market. It then outlines criteria for selecting target customers, methods for finding distributors, and strategies for addressing common objections such as high prices and inflexible policies.
New DistributionWhat Should Distributors Do When Facing Cross-Regional Selling?
Cross-regional selling is a common issue in the FMCG industry, often seen as a normal business behavior. The real problem lies in protecting the interests of distributors or manufacturers in specific markets. This article analyzes the three basic characteristics of cross-regional selling and provides practical solutions for small distributors, including analyzing the initiator, purpose, and operational flaws of the cross-regional selling, and using strategies such as uniting with other distributors, leveraging quality inspection procedures, and preventive measures.
New DistributionFacing the New Normal of Economic Downturn, How Should Distributors Manage Their Agency Business in 2016?
2015 has passed, and in the past year, the sales of the main agency brands for the vast majority of distributors have declined to varying degrees due to multiple overlapping factors. This article analyzes six major macroeconomic issues affecting distributor sales, including low GDP growth, rural hollowing-out, the rise of internet B2B, high costs and talent management difficulties, market maturity with intense competition, and product aging with consumption upgrades. It then proposes six countermeasures for distributors to survive and thrive in the new normal.
赵波Why Do Most Distributors' Platform Transformations End in Failure?
The prevalence of JD.com and Taobao has made the concept of platforms fashionable, even to the point of being overhyped. I have met several distributors with sales in the tens of millions who talk about platforms and trends constantly, but when asked about their plans, they offer nothing but vague ambitions to grow bigger and stronger. When we are still a pig, we should not pretend to be a tiger; the bigger the pig, the more dangerous it is, and distributors should take this as a warning. What is a platform? Generally speaking, a platform builds channels between merchants and users, merchants and merchants, and users and users, with positive incentives: the more transactions on one side, the faster the other side grows. This is like the telephone effect: the more people use phones, the more attractive it becomes for others to join. More importantly, this efficient self-replication adds almost negligible cost to the platform, which is its charm.
黄润霖Economic Downturn: How Should Distributors Conduct Business in 2016?
As 2015 draws to a close, distributors are summarizing their business performance and planning for the coming year. Many industries have shifted from high growth to a 'new normal' of low or no growth, with weakened consumer momentum adding to the difficulty. How should business be conducted in 2016, and how can current problems be solved? This article offers rational analysis of declining performance, profit erosion, and new product selection.
张德昭Distributor Bosses' Time Planning: Balancing Profit-Making and Learning
A county-level distributor with annual sales over 50 million yuan and a professional manager as general manager still feels busy and tired. He wants to learn, visit terminals, and train his child to take over the business, but finds no time. The article suggests a monthly time management plan for distributors to improve control and efficiency.
New DistributionWhen the Distributor Says 'No Money'...
For a manufacturer's salesperson, managing distributors is a complex task requiring considerable effort and strategy, while a distributor can easily trouble the salesperson by simply saying, 'I have no money recently, so I can't make a payment.' This article explores the real reasons behind this common excuse and offers practical advice for salespeople on how to respond.
New DistributionHow Can the Baijiu Industry Break Through in 2016 Amid Slowing Economic Growth, Weak Consumption, and Restrictions on Official Spending?
The baijiu industry, once enjoying a golden decade, is now in deep adjustment amid slowing economic growth, weak consumption, and anti-corruption policies. To break through, companies must adapt to the new normal by adjusting prices, clearing inventory, learning from FMCG practices, persisting in strategy, targeting new consumer groups, focusing on consumer experience, innovating products, and using the internet wisely.
朱朝阳The Past and Future of Secondary Distributors: The 'Doomed' Narrative Was a Joke, but Dealers and New Technology Will Defeat Them
This article is excerpted from Mr. Li Zhengquan's new book 'From Trends to Action: The New Business Ecosystem of the Next Decade + Enterprise Transformation and Change', published by CITIC Press, November 2015. The editor made changes during publication. Over a decade ago, we discussed whether secondary distributors would die out amid channel flattening, direct supply to terminals, and direct control. Many believed they were doomed. In the past, the 'secondary distributors are doomed' theory was a joke. Now, it's clear it was a joke! Today, from township markets to county-level and prefecture-level markets, we see secondary distributors thriving like greenhouse chives that never stop growing.
李政权Distributors Must Recognize 'Shelf Appeal' When Selecting Products
When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'shelf appeal.' Shelf appeal refers to all factors that determine a consumer's purchase decision. At retail terminals, consumers consider one or several shelf appeal factors, such as taste, portion size, and price. Compared to consumers, distributors must consider a more comprehensive set of shelf appeal factors, including not only the product's attributes but also the target consumers' age, preferences, spending power, and purchasing channels.
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