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 186 of 196
Marketing Executives: What to Do When Employees Say New Product Prices Are Too High?
Companies want to launch new products, but salespeople fear them. Why? Although new products can increase sales, companies also raise sales targets, and salespeople must do pre-launch market research and follow the instructions of marketing staff who never visit the market. This article discusses strategies for salespeople to handle high-priced new products, such as broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value.
谭长春Marketing Executives: What Market Research Should Be Done Before a Product Launch?
Product launches are a key way for companies to generate profit, adjust product structure, and respond to competition. However, many companies rush launches without proper planning or research, setting the stage for failure. Besides hiring market research firms, sales departments should also conduct extensive field research to ensure a successful launch.
谭长春POP: Tempting You at the Point of Sale
POP (Point of Purchase) advertising captures customers' psychological weaknesses and uses compelling copy to highlight product features and benefits, acting as a 'second salesperson' to stimulate impulse buying. Effective POP can increase attention, guide consumers through the purchasing process, and boost terminal sales.
赵传平How to Achieve Low-Cost Rapid Breakthroughs in FMCG Catering Outlets
Traditional catering channel operations rely on blanket or selective visits to core restaurants. In China, Knorr was among the first to hold chef promotion events, costing 30,000-50,000 yuan each, while a private competitor raised costs to 170,000 yuan per event. As costs rise and effectiveness wanes, a medium-sized condiment company sought a more economical approach, leading to the development of a 'Catering Outlet Sales Activation Plan' using cloud computing and a scratch-card points system, which successfully drove sales and expanded their catering customer base.
陈小龙Changes in Marketing in 2015: Insights from New Consumer Psychology Trends
With the advent of globalization, informatization, and the mobile internet era, consumer autonomy in marketing has been further established and developed. The interaction between consumer self, personality, lifestyle, and consumer behavior has increasingly influenced marketing strategies, forming the theoretical basis for new characteristics of consumer psychology. In the mobile internet era, one new characteristic is the change in consumer self-concept due to the fusion of digital and real-world identities, leading to a shift toward hedonic and symbolic consumption behaviors.
丁家永High-Price Competition: The Precipice Is Actually a Smooth Road
This article argues that high-price strategy, not low-price competition, is the key to success for brands facing dominant competitors or market saturation. Drawing on years of consulting experience, the author illustrates how premium pricing enables resource integration, consumer value creation, and market differentiation, citing examples like Matsushita, Shui Jing Fang, and Virgin.
曾祥文Several Overlooked Details That Can Significantly Boost Sales
When it comes to boosting sales, many people immediately think of advertising, consumer promotions, trade promotions, pushing inventory to distributors, or paying for display space. However, there are many other effective methods that are often overlooked, such as strengthening category management, solving out-of-stock issues, transforming cooperation models, adjusting displays without a budget, and improving the promotional atmosphere. This article explores these details and provides practical advice on how to implement them to significantly increase sales.
李政权2015 Supermarket Spring Festival Stocking and Marketing Strategy
With over a month to go before the 2015 Spring Festival, preparations for the sales peak are underway. The first step is to set the Spring Festival marketing theme, progressing layer by layer, from creating the festive atmosphere to focusing on non-food items, fresh food, and then packaged food, culminating in a clearance sale. The second step involves stocking up and managing returns, while the third step focuses on group buying.
New DistributionDiscussing the Predicament and Way Out for Traditional Enterprises in the Internet Era - The Predicament
In 2014, the traditional FMCG industry faced unprecedented pressure from the Internet. Many enterprises are only at the stage of 'from nothing to something' in their attempts to go online, and few dare to undergo radical self-transformation. The deep reasons for this superficial innovation are rarely discussed, but can be summarized in four points: uncertainty about the future, resistance from internal vested interests, lack of professional talent, and organizational structures unsuitable for new models.
赵波Beverage Consumer Data 2015 Survey Report
This report, released by AdTime, analyzes beverage consumer preferences and behaviors in China, based on target user profiles and online sales data. It provides strategic recommendations for digital marketing, highlighting differences by gender, income, age, and region.
AdTime2015 Township Market Tough? Change Path, Discover Gold Everywhere...
During the industry adjustment period, distributors are the first to feel the impact. In Baoding, Hebei, Shicheng Liquor, known for its low-key and stable style, bucked the trend by actively expanding into township markets through a strategy of 'building momentum in the middle, intensively cultivating townships,' achieving growth against the tide.
王赫Old Trees Sprout New Branches: 9 Secrets to Long-Lasting Best-Selling Products!
Philip Kotler, the pioneer of marketing, introduced the product life cycle concept, but said little about how products can stay evergreen and sell well for decades. Why has Coca-Cola sold well for a century with one formula, breaking the product life cycle curse? Why did JDB (Wanglaoji) turn from slow-moving to best-selling with the slogan 'Afraid of getting heaty? Drink Wanglaoji'? This article reveals the secrets to keeping old products selling well.
周广军Ten 'Sins' Behind Unsuccessful New Products
For FMCG companies, developing new products is increasingly important due to diverse consumer demands. However, many new products fail to achieve expected success, primarily due to ten key mistakes, such as misalignment with consumer needs, insufficient analysis of target consumers, and lack of brand awareness.
刘杰Strategies for Regional Low-End Baijiu Market Breakthrough
The baijiu market is sluggish due to restrictions on official consumption, affecting the entire industry. Regional low-end brands face challenges from premium brands' downward product line adjustments. To break through, they need to reshape brands, optimize product structures, focus on key markets, implement precise communication, and upgrade management with FMCG thinking.
蒋军Zhu Zhiming: Twenty-Three Consumer Promotion Tactics
This article outlines 23 consumer promotion tactics for FMCG, especially baijiu, including free tasting, coupon distribution, newspaper promotions, price discounts, buy-give activities, in-box prizes, points redemption, corkage fees, lucky draws, chain promotions, contests, sponsorships, dedicated promoters, hidden promotions, insider organization, joint promotions, thematic promotions, roadshows, event marketing, experiential promotions, embedded promotions, government PR, and membership marketing. Each tactic is described with its application, advantages, disadvantages, and implementation tips.
朱志明Eight Steps to Rapid Breakthrough in Regional Markets
This article outlines eight steps for FMCG distributors to achieve rapid breakthroughs in regional markets, starting with background analysis of consumers, competitors, and product strength, followed by goal setting, key issue analysis, brand strategy, and specific strategies for product, pricing, channels, and sales promotion, culminating in budget allocation and execution timelines.
刘拓Four Steps to Manage Salespeople's Mindset
This article discusses how distributors can manage the mindset of their salespeople through four steps: setting performance goals, establishing work logs, creating a mutual assistance award, and holding mindset adjustment seminars. These methods help salespeople cope with pressure, improve their attitude, and enhance their performance.
New DistributionWhat Does Marketing Management 'Manage'?
This article discusses what marketing management truly entails, arguing that it is not just for top executives but also crucial for frontline sales staff. It breaks down marketing management into managing five key demands: the enterprise, consumers, distributors, terminals, and the sales team, emphasizing that balancing these is essential for success.
蒋军Five Mysterious Numbers Related to Marketing
This article introduces five mysterious numbers related to marketing: the golden ratio for optimal pricing, the 250 rule, the 78:22 universal law, the 1% rule for sales mindset, and the 80:20 rule. Each principle is explained with practical applications and examples.
New DistributionDistributors, How to Choose Beverage Products in 2015?
According to media reports, at Wahaha Group's 2015 sales work conference, Zong Qinghou admitted to distributors that 2014 was the worst sales year in recent years, with overall sales down 7%. Meanwhile, Tingyi's announcement showed a 19.95% year-on-year decline in its beverage business revenue in Q3. The beverage industry faces a 'small year' in 2014, and the trend for 2015 will focus on small specifications, light flavors, niche categories, and the 4-5 yuan price range.
邹文武A Comprehensive Plan for Supermarket Spring Festival Stocking and Marketing Strategies in 2015
This article provides a comprehensive plan for supermarkets to prepare for the Spring Festival, including determining marketing themes in stages, stocking strategies, and handling returns and group purchases. It emphasizes the importance of timing and layering promotions to maximize sales.
New DistributionPractical Tips: 6 Useful Consumer Psychology Insights
This article discusses whether consumers are foolish, arguing that marketing is essentially a psychological game with consumers. It outlines six psychological traits that marketers can leverage: price sensitivity, appearance, urgency, practicality, social proof, and the love of spectacle, providing practical strategies for each.
New DistributionThe All-Around Excellent City Manager
A city manager is a versatile role responsible for a company's business in one or several cities, requiring a combination of skills. An excellent city manager should possess ten all-around abilities, including communication, stress resistance, diligence, initiative, planning, meticulousness, affinity, political awareness, humility, and courage.
王磊From Baixiang's Termination of IPO
After three years of waiting, instant noodle giant Baixiang Foods finally gave up its IPO. On one hand, its core business of instant noodles has almost stopped growing; on the other hand, its fresh noodle business, once highly anticipated, has nearly burned through huge investments without expanding beyond its home base of Zhengzhou.
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