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Traditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
方刚The Fate of a Distributor Selling Fake Tsingtao Beer: Who's to Blame?
A distributor in Shanghai was fined 10,000 yuan and sentenced to one year in prison for selling counterfeit Tsingtao beer. The court ruled that his actions constituted the crime of selling goods with counterfeit registered trademarks, despite his claims that the beer was produced by a legitimate manufacturer using recycled bottles.
New DistributionQiaqia's Q1 Performance Weakens, E-commerce Business to Become Development Focus, What Cards Remain in Hand?
Qiaqia Food recently released its Q1 2017 results, with revenue of 799 million yuan, down 7.13% year-on-year, and net profit of 77 million yuan, down 17.35%, marking the first double decline in recent years. Despite the bleak figures, the company's investment of 347 million yuan in an e-commerce logistics center and nut processing plant is expected to commence production this year, potentially addressing its e-commerce shortcomings. Additionally, Qiaqia will continue to promote its blue-bag product series, which generated about 200 million yuan in revenue last year.
参哥Winning the Summer Beverage Sales Battle
As the saying goes, 'Good wine needs no bush.' However, in the face of overwhelming advertising, aggressive competitors, and consumers' low brand loyalty, beverage distributors must not only rely on product strength but also employ every sales and promotion tactic to win the peak season battle. In early summer, the beverage market is fiercely competitive. Distributors are focusing on leveraging their marketing advantages, tailoring promotion plans to product characteristics, and seizing market share to solidify their positions. As time goes on and circumstances change, it becomes essential to grasp market trends and take a series of actions to drive product sales.
冯媛Red Bull Leaves Over 7 Billion Yuan Market Space for Competitors!
Recent news about Red Bull has been rife with speculation. Although no final decision has been made, the contract renewal is indeed in a deadlock between the two parties. Many in the industry believe this cannot be resolved overnight, as this year Hua Bin itself has even reduced Red Bull's annual performance targets. The proposed "post-Red Bull era" brings mixed feelings. The renewal is unlikely to be resolved soon, sales are declining, some factories have closed, and some distributors have no stock. This turmoil has inadvertently created a gap of nearly 7 billion yuan annually! It is understood that Hua Bin has internally formulated a "natural sell-through" strategy for Red Bull...
谭长春Practical Guide: From What to Do in Peak Season to What to Prepare in Off-Season
During peak season, almost all manufacturers engage in inventory loading, even major brands like Moutai and Wuliangye, which control supply in the off-season to raise prices and then accelerate distribution as peak season approaches. The key is to load inventory into distribution channels, hotel terminals, and group purchase units, not just into the general distributor's warehouse. Many manufacturers push policies and force general distributors to pay, thinking the job is done once payment is made and goods are shipped, but this is a mistake.
New DistributionSix Walnut Should Resolve Distributors' Expired Stock Issues Before Its IPO
Six Walnut, a plant-based protein drink brand, is facing challenges as sales pressure mounts and distributor conflicts arise, just as it made its third IPO attempt at the end of last year. A distributor in Henan province claims that the brand's company, Hebei Yangyuan ZhiHui Beverage Co., Ltd., failed to handle expired products during the transition between old and new distributors.
赵晓娟Don't Panic After the Holiday: 6 Devilish Details Successful Salespeople Keep Secret
The holiday is over, and you may still be adjusting to work. This article outlines six essential tasks for liquor salespeople to handle in the first week back, including prioritizing tasks, understanding market dynamics, checking distributor status, updating promotional materials, following up on payments, and preparing for the Lantern Festival.
微酒团队The Future of Secondary Distributors: If Second-Hand Passers Face Transformation, Can Third-Hand Passers Escape?
A few years ago, our team assisted Hengan International Group, China's largest manufacturer of household paper and maternal and child hygiene products, in developing and implementing a 'Sales Management Transformation Project.' One key component was reorganizing the secondary distributor channel. In this book (From Trends to Action: The New Business Ecosystem of the Next Decade), we share three key principles: Transform, Stop, and Manage.
李政权How to Grow from "Busy, Confused, Blind" to an Enlightened Distributor?
Among the clients trained by the author, there is a distributor with annual sales of hundreds of millions of yuan who has successively represented several famous brands and achieved the largest market share in its region. Moreover, it has upgraded its brand, market, and channels, established its own production plant, registered its own product brand, and created a dual business model of "trading company + industrial company," pioneering a new path for development. It can be regarded as a model of successful transformation for distributors, having reached the level of a brand operator. However, the author has also encountered many confused distributors who struggle to develop.
崔自三Zong Qinghou's Innovation Is Not Easy, Please Give More Respect
Recently, Wahaha Group has undergone many changes, from vending machines to the backdoor listing of China Candy, and the latest beverage bottle advertising. Despite detours and doubts, we say: 'Old man, you're doing great!' The Chinese beverage industry actually saw Wahaha achieve disruptive innovation first.
谭长春The Bigger the Headquarters, the Bigger the Problems
Author: Liu Chunxiong | Source: Teacher Liu's Forum (ID: liuchunxiong1964). In Journey to the West, most demons are escapees from the 'headquarters,' while only the White Bone Demon is a wild one. Sun Wukong cannot defeat demons, but those headquarters leaders can easily 'subdue' them without lifting a finger, simply because they hold 'magic tools' in their hands. A strong headquarters is a product of a centralized system. Regardless of rank, headquarters staff always feel a sense of superiority over frontline personnel, as if they are 'half a grade higher.' Chinese people prefer working at headquarters because, although the pay is not high, it is respectable. Headquarters functional departments have an innate sense of superiority over frontline staff, which breeds not only bureaucracy but also 'soldier-ocracy.' Although 'soldier-bureaucrats' have no power, they can manipulate processes. Some even boast, 'I may not be able to make things happen, but I can easily ruin your plans.' In short, the headquarters has become the 'problem that creates problems' and must be surgically reformed.
刘春雄Everyone Says Sales Are Hard—Why Is It So Hard? Understand Consumer Psychology and It's Not!
When companies, distributors, or their salespeople ask me about product sell-through, I ask them: Why would consumers buy your product? By putting ourselves in consumers' shoes, we see that choices are influenced by external factors like brand influence, advertising, promotions, recommendations, and experience. To drive sell-through, marketers must create influence through visual, auditory, and taste impacts, and build momentum from product quality, exposure, and activity.
朱志明Daliyuan: This Might Be the Most Successful 'Copycat' Company
A food company adept at 'copying' has achieved net profits exceeding the combined profits of Uni-President and Master Kong. The FMCG industry began to change around 2014, with Want Want's market value evaporating by nearly 89 billion yuan, Master Kong constrained by its sluggish instant noodle business, and Uni-President still in the shadow of problematic food recalls... The dramatic shifts in the consumer market have provided ample room for local enterprises to rise. While JDB and Wong Lo Kat are still fighting fiercely over herbal tea, one company has been quietly following suit. It is Fujian's Dali Foods Group (hereinafter referred to as Dali). According to Dali...
老纳Why Manufacturers Are Reluctant to Use B2B?
Many B2B e-commerce platforms are finding themselves in a difficult position: the first 'B' (business) is mainly agents rather than enterprises, and the second 'B' (business) is increasingly costly and difficult to serve, with limited operational and profit margins and low scalability. Manufacturers use channel partners for specific functions—commercial flow, product flow, logistics, capital, and information flow—which B2B platforms often fail to fulfill, leading to manufacturers' reluctance to cooperate. However, there are scenarios where manufacturers should consider partnering with B2B e-commerce, such as exploring new markets or leveraging mobile internet capabilities.
谭长春Before the New Infant Formula Policy Takes Effect, Some Manufacturers Blow Another Round of Marketing Bubbles to Trap Channel Partners!
In a pivotal year for the infant formula industry, manufacturers and customizers are using every trick to stay afloat. A recent online spat between @奶粉揭秘 and @李铁博士奶粉 has drawn countless fans, revealing intense competition. This, along with offline actions by various interest groups, has fueled a 'false prosperity' in the industry, misleading retailers and consumers and hindering the healthy development of domestic infant formula.
傅先生The New Trend: Why Automatic Vending Machines?
Automatic vending machines are not new, dating back to ancient Greece and evolving through the 20th century. In Japan, there are 5.5 million vending machines, one for every 23 people, while in the US the ratio is 35. Now, with the rise of IoT, mobile payments, and capital support, vending machines are becoming a new investment hotspot, driven by the unbundling of functions and traffic.
悦人悦吟Red Bull: Where Is It Heading Amid Internal and External Troubles?
Red Bull China is facing a trademark expiration crisis since the end of 2016, compounded by rumors and panic among its sales and distributor teams. The company's actions, including layoffs and new product launches, suggest it may be struggling, and its lack of public relations and marketing strategy could further undermine its position in the functional beverage market.
老纳、肥鱼Invest 500,000 to Become a Salt Wholesale Distributor?
A salt merchant in Yancheng, Yu Zhiyong (pseudonym), signed a contract with China Salt Haolong Salt Chemical Co., Ltd. (China Salt Haolong) to wholesale salt, paying 500,000 yuan. However, without a salt wholesale license, he was told he could only retail, not wholesale. He wanted a refund but was refused. The salt bureau and a lawyer explain the legal issues.
陶展 现代快报2000 Distributors to Gather in Zhangzhou, Tapping into the 500 Billion Yuan Cake and Biscuit Market
The cake and biscuit industry has seen a surge of hit products in the past two years, from cookies, steamed cakes, and hand-torn bread to nougat biscuits, with classic products performing outstandingly in the market. As the consumer market matures, bakery products are upgrading, and leading brands are moving towards the mid-to-high-end segment. To better promote the healthy development of China's cake, biscuit, and snack food industry and facilitate exchanges and cooperation between manufacturers and distributors, it has been decided that the 2017 China Confectionery and Snack Expo Zhangzhou Forum, themed 'The Era of High-End Cake and Biscuit Brands', will be held on May 3-4 in Zhangzhou, Fujian.
New DistributionThe Path of Alliance among Distributors: How Much Do You Know? A Thorough Explanation!
Whether distributors aim for greater scale to pursue capitalization, strengthen channel bargaining power, huddle together for warmth in an industry downturn, or seek better development by aligning with major players, the phenomenon of alliances or mergers among distributors has become a trend quietly unfolding around us. There are three forms of distributor-distributor alliances: vertical alliances (cross-regional, capital-driven mergers), horizontal alliances (intra-regional alliances of same-category or same-channel distributors forming joint sales entities), and commercial associations.
朱志明Excessive Inventory Loading Results in Losses for Both Manufacturers and Distributors
Many companies, to alleviate financial pressure, often implement sales policies with incentives before peak or shoulder seasons to promote inventory loading among distributors. While reasonable inventory loading can benefit both parties, the problem arises when companies lose restraint, excessively pressuring or inducing distributors to stock up beyond their capacity, compounded by sales personnel seeking personal gains. This improper practice leads to negative consequences such as channel conflict, price dumping, damaged cooperation, and distributor dependency, ultimately harming both sides.
杨旭Is Gray-Market Selling More Profitable Than Legitimate Distribution?
Manufacturers and distributors alike despise gray-market selling, not only because it disrupts the market, but because it's visibly more profitable than legitimate distribution, with quick returns. This often makes victims and perpetrators one and the same. While gray-market selling is known for its speed and profitability, legitimate distribution often fails to generate comparable profits due to poor cost control, as distributors struggle with complex cost management systems, leading to high operational costs that erode margins.
潘文富Salute to All FMCG Salespeople Across the Country!
In China's sales industry, the largest sales force is the 'FMCG salespeople,' including those from FMCG companies, distributors, and dealers. Their daily work involves facing dealers, distributors, and end customers, tirelessly communicating and explaining to sell products for compensation. Most of them are not from privileged backgrounds; they can only rely on themselves. Their ages range from young newcomers to those around sixty. Despite hardships, they persist for life, dreams, and company development, deserving our respect.
师顺宽