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A 10-Year FMCG Veteran's Summary: Seven Personal Abilities Every Salesperson Should Possess
Based on over a decade of experience in FMCG sales, the author identifies seven essential personal abilities for salespeople: communication, self-control, observation, patience, learning, execution, and analysis. The article emphasizes that these skills are crucial for surviving the industry's upcoming major reshuffle driven by internet giants entering the market.
陈晓明Distributors: If You Don't Move, How Can You Talk About Distribution and Sell-Through?
In a region, the number of distributors is bound to decrease. With the convenience brought by mobile internet technology, consumers' purchasing channels are no longer limited to traditional offline channels. B2C e-commerce, community group buying, content e-commerce, O2O new retail enterprises... various retail scenarios have emerged in recent years. More and more purchases are made online, leading to a decline in offline sales. This triggers a series of chain reactions. However, the good news is that the quality of distributors will improve, and those with competitive advantages will survive. The key is to be proactive in distribution and sell-through in both existing and incremental markets.
袁来Eight Key Internal Management Checks for Small and Medium Distributors
Small and medium distributors often operate like versatile frontline fighters, but their growth depends on improving internal management. This article outlines eight key areas—from vehicle sales visits and business processes to salary structures and assessment results—that distributors must refine to enhance operational efficiency and market competitiveness.
方刚Private Label: A Remedy for Distributors' Anxiety?
Distributors today are anxious, with small ones worrying about survival and large ones about transformation. The main causes are low profits from first-tier brands, intense market competition, and high costs of nurturing new products. Many distributors turn to private labels to enhance company value, strengthen channel control, and gain higher profits. However, success is rare, often due to poor category selection. Suitable categories include snacks and frozen foods, while those with high brand concentration, high technical requirements, low margins, or uncertain industry prospects should be avoided. Successful private label distributors typically have strong channel control, sufficient funds, and the ability to shift their mindset. Key strategies involve differentiation in packaging, design, and specifications, using OEM production for light investment, and careful pricing and channel selection.
李青林B2B is Not About Eliminating Distributors, But Empowering Them!
This article discusses the various models of B2B in the Chinese FMCG industry, emphasizing that B2B should empower channel partners rather than replace them. It analyzes the differences between Chinese and American marketing channels, and explores the logic and future of brand, third-party, retailer, and distributor B2B models.
刘春雄Eternal Asia's Retail Ambition: Social E-commerce for C-End Users Questioned for Suspected Pyramid Scheme
Eternal Asia, known for its broad supply chain, is expanding into downstream retail with its first 380 Life Supermarket in Meizhou, integrating smart retail machines and the Xinglian Youdian social e-commerce platform. However, the platform has been accused of resembling a pyramid scheme due to its recruitment and entry fee practices.
陈佳岚The "Butterfly Effect" of Salesmen's Shelf Tidying: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of refinement. The standard for measuring market excellence has shifted from single sales volume to terminal performance, especially shelf display, prompting manufacturers to assign shelf-tidying duties to their salesmen. This article categorizes salesmen's shelf-tidying behaviors into six types and analyzes the root causes behind the differences, emphasizing that attitude, method, and mindset are key, and that distributors' concepts, management levels, employee treatment, and family-style management all influence these behaviors.
刘连喜What Are Distributors Doing Wrong in Third-Party Urban Distribution?
Many distributors transitioning to urban distribution platforms are losing money and feeling lost. This article analyzes the reasons behind these failures and presents a successful case study from Zhisheng Group, highlighting the importance of trust, professional operations, and digital transformation.
任小东Dealer Sales Up 10x: You Must First Think Through This Problem Clearly!
To truly solve problems, we must think around the essence. Why do terminals sell your product? The real reason is not obvious factors like profit or relationships, but the fear of poor sales and resource occupation. Terminals accept products when they see value and a solution for fast sales. The core is providing a plan to help terminals sell quickly, not just routine work.
朱志明Second-tier distributors are slowly dying out!
Second-tier distributors in the FMCG industry, who historically linked upstream wholesalers and downstream retailers, are facing extinction due to channel digitization, squeezed profits, rising costs, and competition from B2B e-commerce. To survive, they must either upgrade to brand distributorships or transform into forward warehouses serving new retail.
唐依军How Should You Present a Promotional Plan So That Dealers Will Listen?
Dealers are not unwilling to invest in promotions; they fear ineffective promotions that waste money. The most effective approach is to use numbers and details to structure and connect the four steps of a promotional plan, thereby building dealer trust and ensuring support.
黄润霖Distributors, Take Charge of Your Own Business!
The real lifeline of a distributor's business is not monthly sales volume but the number of active customers multiplied by the number of product items sold. Salespeople, driven by commission, often neglect new and small stores, leading to a shrinking customer base and product range. Distributors must manage and track these metrics, adjust performance assessments, and focus on maintaining and growing their customer and product portfolio.
魏庆老师Practical Tips | From "Promotion" to "Winning Sales": Decoding the Underlying Logic of Promotions!
July is the peak season for beverage sales, and all manufacturers and distributors engage in fierce promotional battles. However, many promotions, even from top brands, fail to resonate and are often counterproductive. This article summarizes the purpose and effects of promotions, outlines the four key points for successful promotions, and emphasizes the importance of product flow, assessment chains, and timing, location, and harmony.
海游Manufacturers' Dissatisfaction with Distributors: Distributors Are Actually Scapegoats
Distributors often bear the brunt of manufacturers' dissatisfaction, but many of these issues are actually caused by the distributors' employees, not the distributors themselves. By implementing proper performance assessments for their staff, distributors can resolve these problems and improve their relationship with manufacturers.
魏庆老师Distributors Understand the Logic, But Why Don't They Act?
Distributors often understand the importance of marketing and promotion but fail to act due to various reasons. This article categorizes these reasons into four types—can't do, dare not do, unwilling to do, and unable to do—and suggests corresponding strategies for manufacturers: investing people, investing money, re-examining systems, and institutional design.
黄润霖Disrupting Prices, Ruining the Market: Can Distributors Transform into Regional B2B Platforms?
In recent years, more distributors are transforming their businesses due to sluggish growth and external changes. One distributor, Wang Hua (pseudonym), who transitioned to a regional B2B platform in 2018, found that after a year, he lost profits and disrupted his market. The key to successful transformation lies in the category structure, with a focus on non-head brands and diversified categories to maintain profitability.
袁来Distributors: Only by Focusing on Core Functions Can They Find a Way Out!
Distributors will not disappear as a group, but those in redundant roles will be optimized. The future distributor will shed non-core functions like warehousing and distribution, focusing on the core function of promotion, which is the true value delivery.
刘春雄Annual Sales of 280 Million, Yet This Distributor Doesn't Assess Sales?
When the tide goes out, you see who's swimming naked. As traditional retail giants struggle, a regional snack food distributor in Central China, with annual sales nearing 300 million, has thrived by focusing on distribution and promotion capabilities rather than relying on manufacturer fees. This article dissects his operational system centered on promoting sell-through, using OKR instead of KPI, and applying TOC theory to identify and overcome bottlenecks.
任小东What Factors Should Distributors Focus on When Considering Viral Products?
This is undoubtedly a success for the Meiji brand and its Meiji Bear Biscuits. From a product perspective, in today's fiercely competitive snack food industry, finding a channel product with strong vitality is the goal of many distributors. The emergence of short videos has increased product exposure to consumers, who are eager to showcase and amplify certain product attributes. As many distributors have noted, in the era of short videos, it is consumers who first discover great products, while distributors often lag behind. This...
New DistributionViral Biscuit Shakes Up a Million People, Shaking Out a Big Hit Product
In the era of consumption upgrade, consumers' demands for leisure food are increasingly diverse, with healthy, good-looking, novel, and high-quality products becoming the top choice for young consumers. For distributors, a product that meets young consumer needs not only brings sales and profits but also new momentum for channel growth. It turns out that good products that satisfy both young consumer groups and ensure distributor profits are rare. Especially in the mobile internet era, hundreds of new products are exposed to consumers daily, overwhelming them...
New DistributionOne Extra Yuan per Case to Distributors, 30,000 More Cases Sold in a Month!
Reasonable and effective promotional methods can activate new products' features in the shortest time and rapidly increase market share among similar products; otherwise, they may lead to passive channel stagnation. When launching new products, distributors need to manage various channel links, including sub-distributors, retail terminals, supermarkets, and competing products, designing different promotions for each to achieve optimal market coverage.
New DistributionNongfu Spring's Sesame Store: A Billion-Yuan Dream?
Nongfu Spring's 'Sesame Store' is a new name for an existing project, expanding its vending machine business into residential underground parking lots. The company has invested heavily, planning to lose 200 million yuan annually for five years, aiming to directly connect with consumers and build a comprehensive household service platform.
袁来Distributors Should Stop Focusing Solely on Channels—During Transition, Focus on 'Managing Customers'!
Over the past two years, many distributors have experienced two common states: confusion and anxiety, driven by the broader environment. To survive, they must adapt. As a crucial link in commerce, distributors need to redefine their role and future development in the new era of marketing and retail. Their core value lies in 'localization,' which will increasingly depend on their ability to connect with local consumers and manage local traffic pools, making them irreplaceable.
苑继明Why Do Distributors Do Distribution?
A distributor explains why he continues to work with a brand despite lower margins and ROI, emphasizing the importance of comparing with similar businesses, products, regions, and channels, and the role of brand positioning in his overall portfolio.
刘华明