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Distributor Compensation and Performance Plan + Twenty Strategies for Sales Growth Course Launches!
This course addresses pain points such as preventing sales staff from helping customers demand promotional policies from bosses, using zero base salary to boost warehouse logistics efficiency, and motivating employees to take initiative. Through hands-on coaching, participants will develop customized compensation, performance, and points-based management plans for distributor businesses, logistics, and finance staff, aiming to align employee and boss interests and increase net profit.
王晓彤Nongfu Spring, C'estbon, Ganten: The Prelude to the 'Water Head' Battle | A Guide to Expense Planning
At this time each year, major beverage companies are implementing their 'water head' policies, which they highly prioritize. The water head has two missions: first, to seize the funds and storage of distributors, wholesalers, and terminal stores; second, to adjust production capacity and manage logistics constraints between peak and off-peak seasons. To achieve these, investment is essential. This article discusses how first-tier brands and new brands should allocate launch expenses to effectively execute the water head strategy.
海游What Sets Top-Performing Distributors Apart? They've Figured Out These 10 Questions!
As market competition intensifies, the FMCG industry has entered an era of razor-thin margins, yet downstream costs for distribution, labor, and warehousing keep rising, making life harder for distributors. Amid dramatic shifts in consumption and deepening channel reforms, distributors face unprecedented challenges. This article categorizes common operational and management difficulties distributors encounter and offers practical advice to help them navigate these issues.
陈志平City Manager Chases KPIs, Distributor Chases Profit: How to Reconcile?
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, the traditional channel model in the FMCG industry is under pressure, with sales hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology Business School, launches the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. (This is the eighth in the series.) The essence of channel transformation for empowering marketing organizations in FMCG is downward delegation, fighting a war commanded by squad leaders.
高松Small Distributors Can Grow Big, Big Distributors Must Become Strong, Strong Distributors Must Go Beyond! Here's How...
The food industry, closely tied to daily life, has a large overall market. After years of rapid growth, it now features increasingly complex competition and rising costs with shrinking profits. Distributors at different levels are concerned about how small ones can grow, big ones can strengthen, and strong ones can transcend their limits.
陈彦华Distributors Must Read | 7 Strategies to Defend Your Capital Chain
Distributors often complain about insufficient funds, which hampers business growth, reduces profits, and may even lead to failing annual targets. This article analyzes the external and internal causes of cash flow problems and offers seven practical strategies to help distributors secure their capital chain.
唐江华How Can Distributors Quickly Determine Whether a Store's Product Mix Is Reasonable?
When a store's performance is poor, the first step should be to use data analysis to identify problems in the product mix, rather than assuming which categories are problematic. The following case illustrates this approach.
高勇Manufacturer-Dealer Relations Are Like Marriage: Cherish, Improve, or Part Ways
As 2020 manufacturer-dealer cooperation kicks off, market success depends not only on brand efforts but also on regional dealers' full commitment, especially in FMCG. Year-end and year-start are key times for evaluating dealers. This article discusses how regional managers can assess whether their dealers meet company needs, and dealers can also gauge their fit with company requirements.
海游"Management" is a Common Malady among Distributors—It Needs a Cure!
Since ancient times, doing business has been three parts luck and seven parts management. Now, the overall environment is clearly not what it used to be, which has led many operators to increase costs in their business management, hoping to make things easier for themselves. Little do they know, the more they manage, the harder it gets; the more they control, the more chaotic it becomes. If this continues, costs will rise indefinitely while sales fail to improve—where's the profit? Recently, the author visited several distributor companies and discovered many issues in their management. Below are some common problems and solutions for mutual encouragement: -01- Having goals...
陈晓明2019 is Over, Where Are the Opportunities for Distributors in 2020?
As 2019 comes to a close, distributors are taking stock of their business performance. Beyond preparing for the final sales push, it's time to plan for 2020. Opportunities lie in category expansion and channel development, but only for those with a solid foundation in direct store coverage and brand partnerships.
袁来How Should Distributors Survive in 2020?
A review of 2019 shows that the phrase 'I'm so difficult/south' topped the list of China's top ten media buzzwords, reflecting widespread anxiety and helplessness. For distributors, the year was marked by thin profits or losses, prompting a need to optimize terminal outlets, product structures, and personnel to thrive in 2020.
师顺宽Transformation in One Year: Securing 1,600 Restaurant Clients, He Doubled Sales with the Distribution-Store Model
Jiangsu Lianyungang Yiheng Grain and Oil, primarily dealing in Yihai Kerry products, had only 20 restaurant clients before its transformation, focusing mainly on secondary wholesalers, KA channels, seasoning stores, and fresh food stores. After a year of transformation, it now serves 1,600 restaurant clients and has doubled its sales. How did they achieve this? Recently, New Distribution had an in-depth exchange with Mr. Lu Yulong, General Manager of Yiheng Grain and Oil. As a second-generation successor to the distributor, Lu did not rely solely on his father's existing business but conducted market research at the end of 2018 to seek new opportunities.
李青林Achieving 300 Million in Sales in 2 Years: How One FMCG B2B Platform Grew Against the Tide in the 'Deep Water' Period
In 2019, distributors faced a tough year as market downturn and internet disruption forced transformation. While many traditional distributors failed in their B2B pivot due to incomplete product ranges, weak customer loyalty, and poor logistics, Xi'an-based Jiapin Yunshi achieved over 300 million yuan in sales in just two years by focusing on product strength, efficient supply chain, and excellent store service.
李青林Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来Discover Market Problems and Create Incremental Opportunities | A Checklist for Regional Managers' Market Visits!
This article discusses how regional managers can effectively visit markets. It emphasizes the importance of going with specific anomalies or issues to investigate, conducting experiential visits across channels and tiers, gathering detailed information on both own and competitor products, engaging in deep conversations to uncover pain points and opportunities, and providing timely feedback to distributors. The goal is to move beyond superficial visits that rely on personal relationships and instead use data and professionalism to drive performance.
海游5 Major Misconceptions in Distributor Shelf Placement: More Products Isn't Always Better!
As the saying goes, 'He who controls the channel wins the market!' While true, this has led to fierce competition among distributors, shrinking profits and increasing channel complexity, ultimately benefiting the channel players themselves. To change this chaos, distributors must not only abandon cutthroat competition but also be wary of many pitfalls in market operations. Today, we focus on common misconceptions in distributor shelf placement: -01- Quantity over quality. Many distributors believe that more retail outlets mean higher sales, so they demand no blank spots in the market, but this often leads to wasted resources and hidden problems.
陈晓明Manufacturer Regional Manager's KPI ≠ Distributor's Business Goals?
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, the traditional channel model in FMCG is under pressure, with sales hitting bottlenecks. New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology, launches the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods. Manufacturers and distributors are like a loving and fighting couple, sharing common interests yet conflicting, leading to inefficiency and high costs in the traditional channel value chain.
高松How Can Distributors Escape the Trap of Unpaid Year-End Rebates?
In business, reciprocity matters. Distributors often trust manufacturers so much that they barely read contracts, but traps can be hidden within. After selecting products, many distributors receive numerous distribution contracts, so understanding potential contract pitfalls is essential to avoid being deceived and protect their interests. The following 'three traps and five cautions' are shared with every distributor.
New DistributionNongfu Spring's New Sparkling Water Hits the Market: What Do Distributors Think?
Nongfu Spring has launched a new sparkling water in 410ml bottles, available in lemon and white peach flavors, marketed as natural mineral water with no sugar, no carbonation, and weak alkalinity, priced at 4 yuan per bottle. The product was piloted in early November and planned for national rollout by the end of November, but according to New Distribution, the launch has not gone as smoothly as planned: many regions still lack stock, and some distributors are reluctant to order. This article explores the reasons behind distributors' hesitation.
澄韵Distributors Should Stop Focusing Solely on Channels—It's Time to "Manage Customers"!
In the past two years, most distributors have experienced two common states: confusion and anxiety, which are also prevalent from upstream manufacturers to many distributors due to the overall environment. To survive, they cannot sit idly by. As a crucial link in commerce, what role should distributors play in the new environment where new marketing and new retail are emerging? How should they plan their future development? The core value of the distributor community lies in "localization," which is why many brand owners cannot bypass intermediaries...
New DistributionThree Strategies to Solve the Problem of "Easy Distribution, Hard Sales"!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products don't sell, it leaves a bad impression on retail stores, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step where consumers decide to buy and the ultimate realization of profits.
师顺宽Beyond Sales and Inventory Pressure: How Distributors Can Double Sales at Year-End
With Chinese New Year approaching, distributors must focus not only on pushing inventory but also on helping terminals sell through. By categorizing retail outlets, implementing tiered promotional strategies, and leveraging WeChat groups for engagement, distributors can boost sales and ensure a successful year-end.
罗宏文Ten Strategies for Baijiu Sell-Through
The baijiu industry's rapid growth has stalled, with Moutai as the sole standout. Intensifying competition among top players is inevitable as the market shrinks. The industry is polarizing, with strong players getting stronger and fragmentation coexisting. If you're not even a fragmented player, it's time to exit. This article outlines ten practical strategies for improving sell-through, from brand-driven approaches to tech-enabled sales.
唐江华Practical Guide | A Thorough Explanation of the Core Operations of a Trading Company!
All business is essentially about financial accounts; a distributor's business is a quasi-financial operation. From the perspective of the income statement, brand owners play different contributing roles; from the balance sheet perspective, they form different combinations. Background: Dazhong Company is an important distributor of Tiantian Candy. This year, Tiantian Candy's sales at Dazhong are 49 million yuan; Tiantian requires a growth of 5 million yuan this year, reaching 54 million yuan. Account manager Li Hong has made a military pledge with the company to achieve the sales target.
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