NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 173 of 196
Zhu Danpeng: How Can Distributors Avoid Becoming 'Shocked Merchants' When Selecting New Products?
As market economy reforms deepen and competition intensifies, industry segmentation has become inevitable, and innovation across sectors is a defining trend. But is 'new' necessarily 'good'? Ultimately, consumers decide. Looking at the development of China's FMCG industry, the biannual sugar and wine fairs are a microcosm: thousands of new products debut each session, some winning consumer favor, others being rejected or slowly accepted. Thus, distributors—the frontline support for manufacturers—experience mixed fortunes. Why? How can they avoid becoming 'shocked merchants'? The author offers 13 principles based on years of experience.
朱丹蓬Where Is the Way Out for Domestic Chocolate?
With Valentine's Day approaching, chocolate sales peak, yet China's per capita consumption is only about 0.1 kg annually, far below leading countries. Foreign brands dominate the mid-to-high-end market, while domestic firms should focus on the low-to-mid-end segment to build capabilities before competing at the top.
丁忠卫Key Questions to Consider for Sales Growth in 2016
This article shares insights from Mr. Zhu Zhiming during a WeChat group discussion in the '365 Business School'. It addresses common sales challenges, emphasizing the importance of understanding the essence of consumer behavior, terminal acceptance, and effective sales strategies. The key to success lies in creating influence, sustaining consumption through popularity, and focusing resources for market breakthroughs.
朱志明Best Original Articles of 2015
In the second half of 2015, this platform published a total of 38 original articles, including several with over 100,000 reads. The quality and content of the articles have gained widespread support and recognition from readers, as reflected in readership and sharing numbers. In 2016, we will increase our original content efforts to provide more professional, higher-quality, and more in-depth articles. We also welcome readers to leave comments at the bottom to offer guidance and help us improve. Featured original articles from 2015: How FMCG distributors can introduce sales management software to improve their management level...
赵波How Can Distributors Effectively Launch New Products and Make a Splash?
In a narrow sense, new product sales are essentially the process of unblocking the distribution chain, and how to effectively unblock this chain is the key to a successful new product launch. This article provides distributors with strategies for effectively launching new products by focusing on three key points: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy.
New DistributionSeizing Opportunity-Driven Sales and Brand Sales
As the internet advances, channel fragmentation becomes more pronounced. This article clarifies the concept of sales, explores where sales come from, and distinguishes between opportunity-driven sales and brand sales, emphasizing the need to leverage the momentum of opportunity-driven sales to transition to brand sales.
方刚Review of China's Dairy Market in 2015
As 2015 draws to a close, compared with 2014, China's dairy industry experienced a year of weak market growth. Sales data for January-September 2015 show that total dairy production reached 20.4031 million tons, up 3.86% year-on-year; liquid milk output was 18.5079 million tons, up 4.03%. Sales of liquid milk reached 102.4 billion yuan, up 5.0%, with room-temperature products holding 73.4% market share and low-temperature products 24.3%.
冯伟芳Why Is It Hard for Traditional Beer Companies (Including Giants) to Understand Craft Beer?
This article is a discussion among several teachers in the Chinese beer marketing group about "Why is it hard for traditional beer companies (including giants) to understand craft beer?" Background data: According to Huaxia Wine News, since 2002, China's beer production has been growing rapidly and has ranked first in the world for over a decade. However, after 2014, the growth rate of domestic beer production gradually slowed, even showing negative growth in production and sales. Meanwhile, imported beer has shown explosive growth in China in recent years. According to a report by the Beer Branch of the China Alcoholic Drinks Association, China's imported beer volume increased by 85.59% year-on-year in 2014, and from 2012 to 2014, imported beer accumulated a growth of 426.81%.
方刚Universal Two-Child Policy to Take Effect: Baby Diapers May Usher in a 'Second-Child' Golden Era
With the full implementation of the two-child policy, industries such as real estate, infant formula, and diapers are releasing positive signals. Baby diapers, most closely linked to the second-child policy, are undoubtedly set for substantial growth. In November 2013, the separate two-child policy directly spurred a boom in the baby diaper market. Now, the comprehensive relaxation of the two-child policy will undoubtedly further boost baby diaper production and market. With rising per capita purchasing power and changing parenting concepts, the baby diaper market is poised for rapid growth.
New Distribution365 Business School Micro-Course | Zhu Zhiming, China's No.1 Practical Wine Marketing Expert: Ten Thoughts on Confusions about Boosting Product Sales
Why is your product slow-moving, difficult to sell, or performing poorly? Why is your market not breaking through, or growing slowly after a breakthrough, or declining rapidly after a rapid breakthrough? Why do your salespeople go through the motions despite systematic systems and strict management? Join Mr. Zhu Zhiming as he shares 'Ten Thoughts: Confusions about Boosting Product Sales'.
New Distribution2016, How Should Beverage Companies Precisely Align with Consumer Trends?
2015 was a turbulent year, with sales declining across major companies due to factors like the internet, the rise of Generation Z, consumption upgrades, product aging, and economic downturn. This article analyzes the root causes and proposes strategies for selling products online in 2016, including selling upgrades, cost-effectiveness, identity, scarcity, niche markets, word-of-mouth, and time-saving benefits.
赵波 朱丹蓬Why Do Distributors Often Fail with New Products and Earn Less?
In the previous post 'How Should Distributors Conduct Their Business in 2016 Amid Economic Downturn?', we discussed the issue of distributors selecting new products. Building on that, we now explore this topic from a different angle. A common phenomenon is that distributors often fail with new products and earn less from them; many articles also mention the difficulty of 'moving new products'. The reasons are complex, and we won't analyze them one by one. In fact, not only distributors but also larger brand companies face certain risks when launching new products.
张德昭Ten Essential Skills for Sales Managers to Master Channel Inventory Pressure
An interesting phenomenon is observed: most second- and third-tier products heavily emphasize and rely on channels, yet channel management remains at the simple level of inventory pressure and payment collection. After years of experience, most salespeople have not fully integrated these two skills, and there is a clear deficiency in how to effectively implement inventory pressure. Based on years of marketing experience, I summarize my practical experience into ten key techniques for inventory pressure.
高春利Spring Festival Gold Rush Season is Coming – Are You Ready?
The Spring Festival is the peak consumption period for Chinese people, with shopping malls and supermarkets packed during this time. Both manufacturers and retailers hope to reap the first gold of the new year. Are you ready for the gold rush? First question: Have you made your plan? As the saying goes, 'Preparedness ensures success.' The business battle during the Spring Festival is undoubtedly fierce, and any oversight could allow competitors to seize the opportunity. Therefore, thorough preparation is the first principle of the Spring Festival gold rush. Your plan should consider the following factors: 1. Product display, promotion, and store inventory; 2. Close monitoring of competitors' moves and countermeasures; 3. Gift packs and value packs. Foresighted companies notify retail outlets of their promotion and display plans three months or more in advance to secure maximum advantage.
耿加杰Jinluo: The Biggest Competitor Is Not Shuanghui, But Itself
It is well known that Shuanghui, Yurun, and Jinluo together account for nearly 90% of China's meat product market. While Shuanghui, the leader, focuses on both domestic and international markets, and Yurun, the second, faces capital chain issues but maintains its lead in low-temperature products, Jinluo, the third, is analyzed in this article. Based on the author's years of experience in the FMCG industry, particularly in condiments, and interactions with Jinluo's distributors and staff, this article examines the 'low-key' brand's challenges in product quality, market competition, and internal management, concluding that Jinluo's biggest competitor is itself.
兵临城下Practical Preparation Guide for In-Store Promotions
This article provides a practical guide to planning and executing retail promotions, covering key principles, types, processes, budgeting, and preparation checklists, with a focus on detail-oriented execution.
艾建军Work Habits That Excellent People Won't Tell You
Building relationships starts with remembering names, and there are three opportunities to use someone's name in a first meeting. Additionally, try meeting people in different settings, meet someone unrelated to work weekly, cultivate thinking without fixed answers, read with deep reflection, use news to develop market sense, value firm opinions over creativity, think with paper and pen, use three key points to sharpen thinking, dress neatly, manage time well, and communicate effectively.
New DistributionWang Laoji Sues JDB Again for 300 Million Yuan Over Packaging, Can Litigation-Focused Wang Laoji Drag Down Its Rival?
Yesterday morning, another infringement lawsuit between Wang Laoji and JDB opened in Daxing Court. Plaintiff Guangzhou Pharmaceutical Holdings Limited sued JDB (China) Beverage Company, claiming its packaging is substantially similar to Wang Laoji's distinctive packaging, seeking 300 million yuan in damages. Previously, the two companies have been involved in over 15 lawsuits with claims totaling 3 billion yuan.
New DistributionSix Years On, Should Huiyuan Juice Still Be Sold?
Six years after Coca-Cola's failed acquisition of Huiyuan Juice, the company faces ongoing financial losses and strategic dilemmas. This article analyzes whether selling the juice business remains a viable option, arguing that focusing on upstream fruit processing and divesting downstream operations could be a prudent strategy.
吴慧曼COFCO Takes Full Control of Jiugui Liquor: Prospects for Growth Uncertain
Following its acquisition of actual control over Jiugui Liquor, COFCO Group has finally taken the first step in integration. Recently, Hao Gang, director and deputy general manager of Jiugui Liquor Co., Ltd. and general manager of Jiugui Liquor Supply and Marketing Co., Ltd., confirmed his resignation, signaling COFCO's full takeover. With Hao's departure, the pace of COFCO's complete takeover may accelerate. COFCO has rich industrialization experience and talent reserves, which could help expand Jiugui's business in the long run, but short-term integration will be key.
黄荣Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春How Can Small and Medium-Sized Food Enterprises Break Free from the Stagnation of Product Sales?
In our interactions with small and medium-sized food enterprises, many owners have told us that over the past 2-3 years, their product sales have remained stagnant, making sales growth their biggest challenge. These enterprises range from newcomers with annual sales of a few million yuan to those with sales between 10-30 million yuan, around 50 million yuan, or even exceeding 100 million yuan. Upon further analysis, we found that they lack professional brand planning, relying mainly on product quality and effort, resulting in weak or non-existent brand support. This article summarizes ten reasons for sales stagnation and proposes corresponding solutions.
New Distribution24 Essential Table Manners for Marketing Professionals
This article, authored by the Vision Consulting Project Team, provides 24 essential table manners for marketing professionals, covering proper posture, dining etiquette, and social conduct during business meals.
New DistributionThe Art of Distribution for New Product Launches
Distribution is the first step in bringing a new product to market, and it is crucial. The path of distribution for a new product launch requires careful planning and attention to detail. To succeed, one must first understand the characteristics of distribution, the standards to follow, and how to formulate the right distribution strategy. The following details the intricacies of new product distribution.
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