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 191 of 196
Regional Market Layout Strategies in Baijiu Marketing
Any war must be planned before fighting, and victory must be ensured before battle. Many enterprises fail due to lack of strategy, without clear regional market positioning or development methods. This article discusses nine common regional market layout strategies, including the snowball, mushroom picking, and rural surrounding city approaches, to help companies build stable market bases and expand effectively.
智卓酒赢销大讲堂The Most Comprehensive Marketing Summary (Essential Edition)
This article provides a comprehensive summary of marketing principles, covering the birth of marketing, marketing management concepts, strategic planning, market segmentation, consumer behavior, and various marketing strategies. It also includes a correction notice regarding a previous article's attribution.
New Distribution3 Ways to Increase Sales Through Channel Refinement!
This article explores unconventional sales channels for beer, such as tea gardens, night markets, and construction sites, and suggests leveraging distributors to cover these channels. It emphasizes that channel refinement can boost sales and that distributor network layout is key to rapid growth.
New DistributionPromotional Strategies for Consumers
This article outlines various promotional strategies for FMCG products, including free tasting, coupon distribution, newspaper media promotions, price discounts, buy-one-get-one offers, in-box prizes, points redemption, lucky draws, chain rewards, contests, sponsorships, insider consumer drives, joint promotions, thematic promotions, roadshows, event marketing, experiential promotions, embedded promotions, government/business PR, and membership marketing.
New DistributionThe Art of War in Baijiu Marketing
The essence of marketing is war, where the enemy is the competitor and the customer is the territory to be captured. Based on this concept, marketing strategist Trout proposed four basic marketing strategies: defensive, offensive, flanking, and guerrilla warfare. This article focuses on flanking and guerrilla tactics in regional market battles, illustrating principles with examples from the Chinese baijiu industry.
朱志明The Past and Present of 'One More Bottle'
This article explores the history and impact of Kangshifu's 'One More Bottle' promotional campaign, which was launched as a defensive strategy against competitors like Coca-Cola. While it initially boosted sales and market share, it also led to redemption difficulties, counterfeit caps, and financial strain, ultimately revealing that the campaign was a form of 'concept marketing' with actual redemption rates below 50%.
潘卫艳Four Key Weapons for Distributor Marketing Success
Distributors face increasing challenges as markets evolve, including survival and development issues. To avoid being controlled by manufacturers, distributors must possess their own marketing weapons, such as terminal control, systematic management, a rational product line, and leveraging manufacturer resources.
New DistributionFrom Traditional PR to Word-of-Mouth: P&G Has Woken Up, Don't Sleep On
For FMCG companies today, integrating e-commerce and traditional channels is urgent, but re-understanding market and marketing changes is essential. Key shifts include consumer behavior, advertising forms, and dialogue methods, which challenge traditional brand building and PR.
New DistributionHow to Implement Fine Management of Distribution Channels?
In marketing practice, we often encounter issues such as how to determine the optimal number of sales staff, allocate promotional resources, accurately forecast sales, quickly obtain market information, effectively check the work of sales personnel, and understand the flow of products in the distribution channel. By implementing a fine management strategy for distribution channels, we have achieved certain results and now share our experience with peers.
New DistributionPractical Tips for Getting Customers to Accept 'High Prices'
High-priced products are an important source of profit for companies, but many are blocked by distributors before reaching consumers due to their concerns. This article provides practical techniques to eliminate distributors' worries and make them feel that carrying your high-priced products is worthwhile.
毛小民New Challenges Test Chinese-style Marketing
China's marketing landscape has evolved from a 'dual low' (low price, low quality) phase to a new era requiring value-based products and consumer-oriented strategies. As the market matures, Chinese enterprises must adapt to new challenges, including industry consolidation, technological advancement, and the rise of e-commerce, to foster global brands and lead in O2O integration.
刘春雄119 Marketing Maxims Summarized by a Decade-Long Marketing Director
A veteran marketing director with over ten years of experience distills his insights into 119 concise sayings, covering career advice, management principles, and personal growth for marketing professionals. The article emphasizes that marketing success comes from dedication and mindfulness, not just talent.
New DistributionSix Key Elements for FMCG Sales
To achieve market explosive power and sustained sales in FMCG marketing, six key elements need to be strengthened and enhanced. These six elements are product power, channel power, image power, communication power, promotion power, and visual power. Gaining an advantage in any one of these elements can give a product explosive market force, while improving all of them can lead to sustained market sales capability.
New DistributionA Seasoned Sales Veteran's Practical Insights: Better Than 10 Sales Trainings
This article shares practical sales tips from a seasoned veteran, covering topics such as conversation starters, time management, finding clients, making phone calls, initial visits, maintaining client relationships, closing deals, and collecting payments. The author emphasizes the importance of persistence, building relationships, and continuous learning.
New DistributionEvery Outstanding Sales Elite Is a Madman, a Fool, and a Grandson
Sales is tough, and to achieve results, I've forced myself into three roles: a madman, a fool, and a grandson. These represent the spirit of madness, the stubbornness of a fool, and the awareness of being a grandson, which are essential for successful sales.
New DistributionAre You Still Using Price Cuts for Promotions?
A reminder: click the up arrow above to follow "FMCG Distributor Professional Consulting" for more marketing and distributor internal management insights. I recall a case where a chili sauce company secured a prime outdoor billboard at a low price, first ran a rental ad for it at a million yuan per month, then replaced it with their own ad, achieving instant fame. Is it illegal to rob and deceive? You don't understand promotions: robbing means making customers pay immediately; deceiving means making them fall in love exclusively. Every shot hits, one strike one kill...
New DistributionJiangxiaobai: Disrupting Baijiu with Internet Thinking
Jiangxiaobai, a Chongqing-based baijiu company, has achieved nearly 100% growth in the first half of 2014 by leveraging internet thinking, social media, and O2O e-commerce to create a youth-oriented, simple, and emotionally resonant baijiu brand, defying the industry's downturn.
New DistributionWei Qing: 14 Models for Increasing Sales through Product and Channel Management!
This article presents 14 models for increasing sales through product line management and channel profit management, including methods such as reflecting on your own products, comparing with competitors, identifying gaps, managing channel profits, and adjusting product structures.
魏庆Three Masterstrokes for In-Store Promotions
In today's highly prosperous commodity market, product operations rely heavily on promotional activities. As a key component of integrated marketing communications, promotions are a powerful tool for rapidly boosting sales, expanding market share, and effectively suppressing competitors. In the short term, promotions aim to drive sales; in the long term, their significance goes beyond the literal meaning, ultimately helping to enhance brand awareness and attention, build a positive corporate image, establish good public relations, and promote long-term development.
刘杰克Mid-Level Marketing Supervisors: Professional Dwarfs Who Never Grow Up?
Mid-level marketing supervisors in small and medium-sized enterprises (SMEs) are a large group that directly influences the future of these companies. They are typically experienced, sales-oriented, and strong in execution but weak in strategic planning, facing narrow career paths and the risk of obsolescence. To secure their future, they must cultivate management, planning, business, and mindset skills.
金焕民Want Profit? Start with Product Management!
Many distributors face common product management issues. A distributor may achieve annual sales of tens of millions with one brand, but as the bestseller declines, revenue drops sharply. The key bottleneck is not the product's decline but whether the company has other products to take over its price, channels, consumer base, and revenue. This 'takeover' is a critical product management issue.
New DistributionA Beer Salesman's 12-Month Tactics and Pitches for Pressuring Dealers to Stock Up
A beer salesman uses various tactics and persuasive pitches throughout the year to convince dealers to stock up on beer, leveraging seasonal events, promotions, and psychological manipulation to meet sales targets.
陈波Examples of Supermarket Fees and Negotiation Techniques
This article lists various fees charged by supermarkets such as entry fees, end-cap fees, pallet display fees, DM fees, festival fees, anniversary fees, year-end rebates, payment terms, gross margin compensation, and spoilage compensation for fresh products. It provides specific fee examples from major retailers like Trust-Mart, Metro, Walmart, and Ito-Yokado, and offers negotiation tips for suppliers.
New DistributionMarketers Must Read: Lin Biao: How to Be a Good Division Commander?
This article presents Lin Biao's 1936 speech on how to be a good division commander, emphasizing diligence, understanding superiors' intentions, investigation, map familiarity, thorough planning, decisive action, team unity, combat style, and political work. It offers timeless leadership lessons for marketers and managers.
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