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When a Distributor Marries a Manufacturer: How to Manage the Marital Relationship
The relationship between manufacturers and distributors is often debated, with various metaphors like fish and water, partners, or lovers. This article argues that the ideal relationship is akin to a marriage, characterized by equality, mutual love, benefit, and shared goals. It analyzes the needs of both parties and provides practical advice on how to maintain a harmonious and productive partnership.
海游Re-empowering Distributors: Brand Channel Transformation through Full Authorization and Small-Team Operations
Amid China's economic slowdown, market fragmentation, and e-commerce impact, FMCG companies face challenges in traditional channels and sales bottlenecks. This article explores how to innovate marketing organization and channel collaboration, break organizational boundaries, and create an enabling integrated marketing channel, using Yihai Kerry's marketing empowerment organizational transformation as a case study.
高松Explosive! Lvling Roasted Walnuts Can Be Sold Like This (Sales Report at Beijing-Hong Kong-Macao Expressway Service Area)
During the just-concluded National Day holiday, the peak season for snack foods arrived as scheduled. Major food companies went all out in fierce competition. Lvling Roasted Walnuts took a unique approach, focusing on the Beijing-Hong Kong-Macao Expressway service area, creating a spectacular scene that swept the entire food industry. The 'Golden Corridor' holds immense business opportunities. Since the policy of free passage for small passenger cars with 7 seats or fewer on expressways during the National Day holiday, the expressway has become one of the most crowded areas each year. This year's National Day holiday coincided with the Double Ninth Festival, leading to a significant year-on-year increase in expressway exit traffic during the Golden Week.
New DistributionYear-End: How Should Regional Managers Select Distributors?
As the fiscal year for beverage companies draws to a close, many are reviewing their performance, with a key focus on selecting distributors for the coming year. The relationship between brands and distributors is delicate—mutually dependent yet mutually exclusive. Choosing the right distributor can double your results with half the effort, while a wrong choice can have the opposite effect. This article explores several dimensions to consider when selecting regional distributors.
海游Want Want's Second Venture: Distributors' Future Earnings Lie in 'Management Profit' Rather Than 'Opportunity Profit'
Distributors have always focused on three things: managing people, reaching end consumers, and making money. However, the environment is changing as China's FMCG industry shifts from a growth market to a stock market. With product homogenization, low employee income, and channel saturation, distributors need to shift from relying on 'opportunity profit' to 'management profit'.
New DistributionShort Video + Live Streaming: Seven New Weapons for Manufacturers/Distributors to Drive Sales!
In the internet age, wherever users spend their time, business opportunities explode. On one hand, with the spread of mobile internet, user time is more fragmented, and the rise of 'micro' and 'short' new forces is irreversible. On the other hand, history keeps repeating itself: live streaming e-commerce continues TV shopping, show live streaming revives 1930s nightclubs, and 'laotie' economy interprets new master-apprentice fan guilds. Selling products has become the best monetization model for short video + live streaming. Is the grassroots + platform rhythm another opportunity to disrupt tradition, or just a flash in the pan?
王军Is the E-Cigarette Industry a Good Business at the Forefront?
Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment.
New DistributionTo Distributors: How Should You Treat Your Salespeople?
For trading companies, salespeople are one of the most important assets, and excellent salespeople are especially valuable. Bosses often don't know how to treat them properly. This article analyzes the concerns bosses have about salespeople and the needs of salespeople, and provides solutions to address these issues, such as improving recruitment and training, implementing CRM systems, offering competitive compensation, creating a comfortable work environment, and providing career development opportunities.
邓杰The Crazy Moutai
When sardines nearly vanished from the Monterey waters of California, traders began bidding against each other, driving up the price per can. One buyer opened a can to enjoy, but soon felt unwell and complained to the seller, who replied, "You don't understand—these sardines aren't for eating; they're for speculation." — From Seth Klarman's 'Margin of Safety'. On October 1st, while the nation watched the National Day parade, some were glued to Tmall, where 53-degree Feitian Moutai sold out instantly at 1,499 yuan per bottle.
老庞Is Credit Sales Suicide? That's Because You Don't Know How to Do It!
This article discusses a key task for the off-season: building market fundamentals. It argues that credit sales, when executed properly, can be a cost-effective way to expand distribution points and increase SKU per store, despite potential risks. The article provides a detailed operational plan covering product selection, process, verification, bad debt handling, and follow-up services.
海游Why Can Some Products Sell Without Being Produced?
Every Mid-Autumn Festival, people receive two kinds of vouchers: mooncake vouchers and the recently popular hairy crab vouchers. A reader asked how to view these vouchers and whether their own products could use this method. This article discusses the concept of commodity securitization, using examples like hairy crab vouchers and mooncake vouchers, and explains how separating the virtual value from the physical value can improve business efficiency.
刘润The Bottleneck for 50 Million Distributors: Success in Marketing, Failure in Management!
At the 2019 China FMCG Conference organized by New Distribution in August, Mr. He Jianfeng, founder of Chengpu Henghe, shared the 'Nine Swords of Digital Distribution' for digital distributors. This article interprets these principles to explore how distributors can improve internal operations and management in the digital era, emphasizing scale, standardization, and process optimization.
袁来Are You Withholding Company Funds?
A sales representative confronts a distributor about a promotional expense rate that appears lower than the company's allowance, but the distributor explains the math behind the actual rate and the complexities of promotional spending, ultimately clearing his name.
刘华明Practical Analysis of How Distributors Make Money by Handling First-, Second-, and Third-Tier Brands
A distributor's profitability is directly related to its product portfolio. FMCG products can be broadly divided into three categories: first-tier, second-tier, and third-tier brands. First-tier brands typically offer low returns (6-7% gross margin plus 1% rebate), while second-tier brands offer higher returns (12-20%) but require more capital. Third-tier brands offer the highest margins (30-40%+) but carry high risks. The optimal strategy is to combine brands from all three tiers, with a sales weight of 40% first-tier, 40% second-tier, and 20% third-tier, to maximize profit and stability.
New DistributionSnow Beer's "Flanking Move" to Integrate Wholesalers: A Blessing or a Curse for Distributors?
China Resources Snow Breweries has integrated distributors in Chengdu, forming a company from several primary distributors in the region, with the manufacturer holding no equity but retaining control over market spending and operations. This move aims to improve distributor profitability and support the company's mid-to-high-end product strategy, but it has sparked mixed reactions among distributors, with some fearing they may be reduced to mere delivery agents.
庞玉娇National Trend Goes Global, Domestic Brands Surge! New Opportunities for Distributors Are Coming
Who is the king of FMCG? P&G? That is a thing of the past. The marketing revolution brought by mobile internet has disrupted the FMCG industry, the 'national trend' fever continues, and domestic brands are rising strongly. With a huge FMCG market and strong manufacturing capabilities, after further enhancing brand influence, the future world-class FMCG king may well be 'Made in China'. At the Sino-French Brand Summit series events opening on National Day in Paris, the world's fashion capital, the performance of domestic brands such as Free, Yili, Hero, and Yunnan Baiyao became a strong footnote to this assertion...
New DistributionDifficult Product Selection, Difficult Channels, 90% of Distributors' Performance Declining?
In exchanges with distributors, many reported unsatisfactory performance this year, with some even saying, "The situation is bad, and it's estimated that 90% of distributors will see a decline in performance." What do you think about this data? Besides the registration dividend mentioned earlier, this topic is also worth exploring. The polarization is intensifying, with performance showing a stark contrast.
孙英Eleven Management Mistakes Distributors Should Avoid!
Having served many trading companies annually and observed various issues, I've compiled common management mistakes in trading companies, hoping you won't repeat them. First: bosses often blame employees for business failures, but success and responsibility belong to the boss.
曹庆兵Want Want Food Tech's "Five New Operations": A Shot in the Arm for Distributors
As China's FMCG industry enters a stock market, relying solely on big products and big channels is no longer sufficient to sustain brand sales growth. In the internet age, consumers are destined to become an indispensable part of new production relations. Want Want Group's second entrepreneurial venture, Food Tech, introduces a "Five New Operations" approach to help distributors achieve "More Money" through new company, new brand, new customers and retail, new management, and new incentives.
New DistributionOff-Season Not Dull | Bottled Water: A Guide to Navigating the Off-Season Market
In October, as bottled water enters its off-season, many water companies' sales staff struggle to meet annual targets with limited budgets. Common tactics like using distributor rebates or threatening distribution rights to force stockpiling lead to unsold inventory and brand damage. This article explores how to achieve performance goals without such consequences by focusing on product structure and channel characteristics, emphasizing that there is only one bottleneck to overcome for growth.
海游Distributors Must Read: The Dividends and 'Landmines' of the E-Cigarette Industry
It is often said that FMCG business is like 'working for cabbage money but worrying like selling drugs.' In recent years, competition in the FMCG industry has become a red ocean, and finding a new product that is both easy to sell and profitable seems nearly impossible. However, technological progress is rapid and often surprises pioneers willing to explore unknown territories, opening up new horizons. The e-cigarette (electronic atomizer) industry has emerged as a new category that meets people's needs for leisure and stress relief, as well as young people's social expression. For FMCG distributors, this is a golden opportunity for a 'comeback.'
New DistributionIs the Distributor Business Worth Doing All Over Again?
Under the wave of consumption upgrade, the phrase 'All businesses in China are worth redoing' has become popular. This article explores whether the FMCG distribution business can be reinvented, using the case of Kuailai Zhanggui, a Shanghai-based B2B platform that achieved 1 billion yuan in annual sales within three years, to illustrate new operational concepts for traditional distributors.
袁来Profile | Wang Xia, "Second Sister" of Xinjiang: From Budweiser to RELX, How Pioneer Trading Upholds the "Pioneer" Banner?
If Second Sister didn't say it, no one would guess her age. In her sixties, she still looks young and energetic. It's hard to imagine how she maintains her entrepreneurial passion after 20 years in distribution. Her real name is Wang Xia, but few call her that. Everyone calls her "Second Sister." Her business partner is Zhang Bo, 14 years younger, from a family with long-standing ties to hers. They've known each other since childhood, and since she's the second child, Zhang Bo has always called her Second Sister, and everyone followed suit. She likes the name because it feels close.
澄韵What to Do in the Golden Sales Season?
Manufacturers must strategically leverage the peak sales season to boost sales and profits. Key actions include optimizing product structure, launching new products, integrating distributors, improving network layout, innovating promotions, building channel barriers, strengthening teams, and enhancing brand reputation, while also paying attention to market trends, competitors, coordination, and avoiding pitfalls like cross-regional selling.
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