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.
Related research and analysis
4701 articles · Page 189 of 196
Who Moved My Cheese? Five Factors That Steal Marketers' Execution Power
This article discusses the importance of execution in enterprises and identifies five core factors that affect marketing personnel's execution: sense of mission, recognition, organizational system, performance appraisal, and professional competence. It emphasizes that attitude is more important than ability and suggests ways to improve execution.
朱丹蓬Winning from a Distance: A Practical Guide to Channel Construction
This article provides a comprehensive guide to sales channel construction for FMCG companies, covering the nature of channels, common misconceptions, and ten golden rules for building effective distribution networks.
陈志平Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, leading salespeople to build many ineffective outlets. The key is channel focus: select quality outlets and target 'big fish' customers, as demonstrated by a case where a dealer achieved a 96% repeat purchase rate by focusing on pre-selected outlets.
New DistributionFirst Lesson for New Sales Managers
Salespeople, as representatives of manufacturers, are tasked with maintaining steady revenue growth. For most, the immense performance pressure and volatile market environment make sales one of the most unstable career groups. Whether you're a novice or a veteran, when you take over a new regional market, what problems will you face? How can you quickly get up to speed and demonstrate your performance? Based on years of experience in the consumer goods industry, this article systematically outlines the first lesson for regional salespeople new to their role.
New DistributionAn Old Tippler's Take on China's Six Major Small Bottle Liquors
An old marketing hand and self-proclaimed tippler shares his candid, humorous take on six leading small-bottle baijiu brands in China, from Langjiu's Wai Zui Lang to Jiangxiaobai and Jingjiu, blending personal anecdotes with sharp industry analysis of their strategies, successes, and missteps.
田友龙Abandon Illusions of Online Sales, APP Sales, Direct Sales, and Group Buying; Pre-Investment Remains the Key to Victory
This article argues that pre-investment in consumer cultivation and market pull is essential for success in the FMCG industry, despite the allure of e-commerce and direct sales. It warns against over-reliance on online channels without prior brand building, using examples from the liquor industry to illustrate the consequences of neglecting pre-investment.
增祥文A Plan That Concerns Your Future: Common Problems in Annual Marketing Plans
As the annual marketing plan and performance review season approaches, marketing professionals must present clear plans to their bosses and themselves. Drawing on over a decade of experience, the author shares insights on how to write effective marketing plans and highlights common pitfalls, emphasizing the importance of logical structure, data-driven analysis, and actionable execution.
盛斌子Wang Laoji Secures Prime CCTV Advertising Slot for 81 Million Yuan
At the 2015 CCTV prime-time advertising auction, Wang Laoji won the first choice of the first time slot for the 'News Simulcast' premium package with a bid of 81 million yuan, while Ningxia Yifeng secured exclusive naming rights for the third season of 'A Bite of China' for 118 million yuan. The auction saw a shorter duration and the inclusion of new media projects for the first time.
吴琳琳How Distributors Can Support New Products
When companies launch new products, they often find that despite distributors' willingness to promote them, sales remain sluggish. The problem often lies in misidentifying target customer groups, improper distribution strategies, and inadequate market promotion and incentive plans.
毛小民Not Teaching You to Be Bad – Unconventional Principles for Sales Managers
In the sales industry, some important principles are not found in books or training but are widely circulated. How to become a top-performing sales manager isn't just about the rules taught in books or by teachers—and are those rules really useful? I want to share some unconventional principles that, though not written in books, might still help you.
俞雷What Makes Laoganma So Successful?
Despite shunning advertising, promotions, loans, and listings, and insisting on cash-on-delivery, Laoganma has created a business legend. This article by brand agriculture expert Hao Beihai from Shennong Island decodes the marketing principles behind Laoganma's 'reverse marketing' approach, revealing the hidden rules that other companies can learn from.
New DistributionThe FMCG-like Era of Baijiu
This article discusses how baijiu (Chinese liquor) is increasingly adopting FMCG (fast-moving consumer goods) marketing models, analyzing its unique characteristics and providing case studies of successful FMCG operations like Coca-Cola and JDB, as well as baijiu brands such as Tianhao Chen and Jingjiu, to illustrate how baijiu can effectively implement FMCG strategies.
New DistributionFind the Three Key Points, and New Product Launch Will No Longer Be Difficult!
This article discusses the key points for successfully launching new products in the FMCG distribution channel. It emphasizes the importance of three critical links: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy, providing strategies to effectively connect the distribution chain.
孟令宇Micro-Channels: The Marketing Dividend in the 2014 Diaosi Baijiu Market
This article discusses the rise of micro-channels (WeChat, Weibo) as a new marketing opportunity for budget baijiu brands in China, highlighting their potential to overcome traditional channel challenges and capture the growing diaosi baijiu market.
吕谏After Reading This, Do You Still Dare to Call Yourself a Digital Marketer?
The article argues that traditional digital marketing, which focuses on execution and follows the old advertising model, fails to deliver real results. True digital marketing should be user-centric, involving product development, building fan communities, creating viral content, and taking responsibility for sales.
New DistributionThe Greatest Pain for Marketers: Having Ideals but No Means
The greatest pain for marketers is having ideals but no way to realize them. This article explores the importance of setting clear goals, recognizing one's strengths, and finding practical methods to achieve success.
蒋军Channel Dominance: From Mixed Sales to Exclusive Distribution.
This article discusses the transformation of distributors from mixed to exclusive sales, outlining four types of distributors and eight steps of channel evolution, along with channel policy considerations for different market types.
New DistributionBrand Weak? Then Compensate with Execution!
For FMCG companies, after overcoming initial product challenges, they often face brand-related issues such as weak consumer recognition and insufficient market pull. As a weak brand, instead of relying on advertising, promotions, or price cuts, the key is to build strong execution capabilities, avoid shortcuts, and not depend solely on distributors, but rather take control of the market yourself.
方刚Marketing Transformation under the Trend of Balanced Integration of Consumer Behavior
Li Zhengquan once wrote on his Weibo that 'migrant workers are ambassadors of brands,' meaning that the large migrant worker population brings back not only money but also brand awareness and lifestyle insights from big cities to rural markets, effectively bridging the urban-rural brand gap. Looking back, he admits he was still conservative, as the mobile internet era has accelerated changes in consumer behavior and marketing trends.
李政权52 Sales Insights from a Marketing Veteran: A Must-Read Classic
This article shares 52 practical sales insights from a marketing veteran, covering mindset, management, sales, and communication with distributors. It emphasizes the importance of a positive attitude, effective management, and understanding the dynamics of sales and distribution.
崔迎Marketing or Sales? Strategic Choices in Manufacturer-Dealer Relations in the Internet Era
At the start of the year, Moutai and Langjiu clashed with several well-known vertical liquor e-commerce platforms over online sales authorization; shortly after, a major e-commerce platform approached Wuliangye about a 'Xiaomi model,' but Wuliangye received them warmly without substantive engagement. Recently, Moutai publicly distanced itself from nearly all vertical liquor e-commerce platforms. In contrast, liquor companies like Fenjiu, Dukang, and Songhe are flocking to e-commerce, spending millions in service fees to gain attention on these platforms. This article explores the reasons behind these differing attitudes and discusses strategic choices for manufacturer-dealer relations in the internet era.
曾祥文The Wei Brothers Behind Master Kong: An In-depth Look
Although Master Kong is a household name, few know about its owners, the Wei brothers from Taiwan. This article details their journey from a small oil mill to building the Master Kong food empire, including their market entry into mainland China, the success of instant noodles, financial crises, and their business strategies.
李春晖Winning Terminal Marketing: 22 Key Concepts You Must Know
This article outlines 22 essential concepts for terminal marketing, emphasizing that without a clear terminal strategy, evidence, and support, attracting distributors is difficult. It covers topics from defining terminals and strategic planning to core terminals, promotional terminals, and management tools, providing a comprehensive framework for effective terminal operations.
曾祥文The Ultimate Guide to Baijiu in Township Markets!
Channel flattening must not be just a slogan; after going down to villages, you'll find the cake there is also big. With the improvement of rural consumption levels, farmers' brand awareness is awakening. At this time, whoever seizes and cultivates this market first may become the guide of their consumption behavior, and first-mover advantage may lead to victory. Below we analyze the path of Baijiu marketing in rural markets.
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