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3711 articles · Page 136 of 155
What Should Sales Managers Do at Year-End? -- Zero-Distance Market Self-Inspection
As the year draws to a close, it's time for review and reflection. Beyond routine annual reports and plans, regional managers should conduct a deep self-inspection of their market management. This article outlines a step-by-step self-check from basic mistakes to advanced strategic thinking, covering areas such as channel management, price control, and new product promotion.
魏庆Strategies and Techniques for Developing the Campus Channel
According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'
李庆华Nine Disciplines to Break Through Your Sales Bottleneck
With over a decade of sales management experience in the FMCG industry, the author emphasizes that breaking through sales bottlenecks requires mastering nine key disciplines, including market planning, product coverage, channel construction, terminal performance, competitive information analysis, distributor service and management, team execution, career planning, and continuous learning.
朱丹蓬Where Should Distributors Go Amid the Economic Crisis?
This article discusses the development of township and rural markets for baijiu (Chinese liquor) companies, focusing on channel setup, customer selection, channel management, and business operations. It emphasizes the importance of understanding rural market characteristics, building distribution networks, and maintaining price stability.
朱朝阳Seven Cases Show: There's Still Much to Do for Year-End Sales!
Despite the challenging sales environment, many best-selling products remain active in the market, thanks to the marketing strategies and promotional tactics of food companies. This article interviews several excellent food companies, summarizing their experiences and insights on market operations and product promotion, offering valuable lessons for food manufacturers and distributors.
张宇 郑倩 冯媛How to Divide the Territory of Old Distributors for Refined Operations?
A food company sales manager asks how to persuade old distributors to allow new county-level agents in their territory for channel下沉 and refined operations. The article suggests strategies such as giving sufficient commissions, using new products for new clients, assessing distributor performance, and exploring alternative channels, emphasizing that channel reform is a necessary revolution despite potential conflicts.
New DistributionAnatomy of Promotion: Four Essentials and Three Taboos
Promotions are often seen as a cure-all, but they can yield three outcomes: success, break-even, or loss. To succeed, promotions must have suitable products, right timing, good methods, and a proper degree. Avoid changing strategies, extending time indefinitely, and offering defective products.
李作亚The FUN Principle for Selecting Promotional Items
Promotional items are like salt in the 4P marketing mix: seemingly insignificant but crucial for the right flavor. Choosing them wisely, based on market conditions, can yield outsized results. The FUN principle—Funny, Unique, Necessary—guides effective selection to drive sales and engage consumers.
王磊Practical Tips: 6 Useful Consumer Psychology Principles
Are consumers really fools? This needs to be viewed from two sides. Sometimes they are foolish beyond reason, sometimes they are shrewd beyond measure. Fools are the happiest people in the world, but there aren't that many fools; it's just that their intelligence goes dormant at certain times. When it goes dormant depends entirely on the consumer's psychology. So we have invented various marketing strategies, and the essence of marketing is a psychological game with consumers. Consumers typically have the following psychological traits...
始稷The Eight-Step Guide to Special Price Promotions
Special price promotions are one of the most direct and effective ways to stimulate consumer purchases, but they can be a double-edged sword. This article outlines eight key aspects of executing successful special price promotions, including market timing, forms, side effects, suitable products, operational techniques, precautions, specific implementation, and strategies to counter competitors' promotions.
张汉文5 Books Recommended for Distributors to Read Carefully
A friend wanted to buy books for a client's new office, and the author recommends five books that help distributors improve team building, self-management, problem-solving, methodology, and management knowledge.
李刚国How Can Distributor Bosses Improve Their Leadership?
Many distributor bosses often mention problems such as why employees are increasingly difficult to manage, why team cohesion and combat effectiveness are hard to improve, why downstream customer loyalty is harder to control, and why their own appeal is no longer as effective as before. Of course, there are many reasons for these issues, but one cannot be ignored: as the quality of employees and downstream customers continues to improve, distributor bosses must keep pace with the times by enhancing their own qualities, especially their leadership skills, to stand at a certain height, grasp the overall situation, and continuously improve their ability to lead the team and the market. This is the key to the core competitiveness of a distributor company.
崔自三Three Ways to Make Money with Short-Term Products
Many companies mistakenly expect short-term products to pave the way for profitable long-term products, but often end up with short-term products in high demand and long-term products ignored. This article outlines three effective strategies for making money from short-term products: leveraging scale for profit, using product structure for profit, and operating short-term products with a long-term approach.
崔自三Top 10 Closing Techniques for Sales Negotiation
This article presents ten powerful closing techniques for sales negotiations, including the three-question close, decision-making close, trust-building close, and value-versus-price close, each with practical scripts to help salespeople secure deals.
New DistributionHow to Be Responsible When You "Fill Up" Your Distributors?
Many brand companies' marketing efforts seem to have hit a dead end, as they only focus on pushing products to distributors, setting sales targets, and collecting payments, leaving the distributors to deal with unsold inventory. This article argues that manufacturers must take responsibility for helping distributors and retail terminals sell products through proper planning, hands-on implementation, and timely review.
梁胜威The Market: Only Watch and Act
The market is a platform, a battlefield without gunpowder, and an arena for marketing elites. It is not imagined or planned but built through action. When opportunities are absent, watching with intent is a high-level practice; when they arise, one must act decisively.
常嵘Concession Techniques in Negotiation That Salespeople Must Master
This article outlines four key concession techniques in sales negotiations: gradually decreasing concession amounts, slowing down the pace of concessions, knowing your bottom line, and limiting the number of concessions. These strategies help create the impression that further concessions are difficult, thereby protecting your position.
New DistributionBusiness is Tough, Where Have Consumers Gone?
Consumption is declining, but where have consumers gone? While the amount and frequency of consumption haven't decreased, the demand for food products has, indicating a shift in consumer demand. This shift can be categorized into four directions: brand switching, channel switching, category switching, and upward migration. Understanding these shifts is crucial for reversing sales declines.
牛奔How to Adjust Regional Distributors?
In marketing activities, the relationship between manufacturers and distributors is always in a state of 'long-term division leads to unity, long-term unity leads to division,' with only common interests at stake. As the year ends, it's crucial to identify and solve problems, plan for the new year, and adjust regional distributors in traditional-channel-dominated refrigerator markets, which is an essential marketing task directly impacting the success of the annual plan and brand performance.
王国智Types of Channel Diversion and Their Prevention
Channel diversion is a major headache in the FMCG industry, causing market decline and conflicts between manufacturers and distributors. This article explores the types of channel diversion and effective prevention methods to foster harmony and win-win outcomes.
崔自三What is a Key Account? What is a Potential Key Account?
This article explains the definition and characteristics of key accounts, which constitute 10%-20% of a company's clientele but contribute 80%-90% of its revenue. It also discusses how to identify and cultivate potential key accounts from existing smaller clients, emphasizing the importance of not neglecting them while maintaining current relationships.
New DistributionYear-End Inventory Loading: A Masterstroke or a Misstep?
As the year draws to a close, liquor companies are intensifying their market efforts, with year-end inventory loading becoming a crucial part of their peak-season marketing. While companies rack their brains to devise strategies, the results often fall short, leaving both companies and distributors questioning the approach. This article explores the reasons behind inventory loading, its risks, and how to execute it scientifically to achieve mutual benefits.
丁永征The Wolf Is Really Coming: Every Industry in China Will Face a Shakeout Next Year
As the world's second-largest economy with a population of 1.4 billion, China's economic transformation will have profound impacts on global economic patterns. Rising labor costs are turning China's advantage into a disadvantage, forcing labor-intensive manufacturing to move to lower-income countries, while traditional marketing and business models are becoming obsolete, pushing enterprises to transform or face extinction.
赵筱赟How Can Distributors Skillfully Handle Factory Pressure to Stock Up?
This article discusses how distributors can tactfully respond to manufacturers' pressure to stock up on inventory. It advises weighing the pros and cons, and offers strategies for both accepting and refusing stock pressure while maintaining good relations with the manufacturer.
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