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 195 of 196
The Road to Distributor Private Brands
In Fuzhou's retail bulk goods area, the 'Changsheng' brand stands out as a distributor's own retail brand, offering a wide range of products from various manufacturers. This article explores how distributors can build successful private brands, using 'Changsheng' and other examples, and provides practical advice on quality control, market positioning, packaging, branding, and channel coordination.
New DistributionKey Considerations in Breaking Down Sales Targets
Salespeople often fear setting sales targets due to fear of failure and lack of proper planning. This article identifies four common mistakes that lead to unmet goals and provides a five-principle framework for setting targets, along with strategies for breaking them down into actionable plans.
New DistributionWhat Does the Future of Marketing Look Like?
Just like marketing strategies, the overall strategies of enterprises are facing increasingly severe challenges. In the 1990s, a product could sell well for 5 to 10 years, but in the 21st century, the product life cycle has been rapidly compressed. The Internet era demands higher marketing efficiency, precision, and investment returns, requiring companies to integrate technology into their marketing efforts.
New DistributionFrom 100,000 to 3 Million: The Miracle of a Half-Jin Low-End Liquor in a County-Level Market
In a county-level market with a population of less than 400,000, an agent whose initial shipment was less than 20,000 yuan managed to achieve annual sales of 3 million yuan for a half-jin low-end liquor within just two years. This article analyzes the market background, identifies the crux of the problem, and details the breakthrough strategies, including cash promotions, township network development, and community tasting events.
New DistributionMarketing Strategies from the Perspective of Product Life Cycle
This article discusses marketing strategies for baijiu (white liquor) companies based on the product life cycle, which includes four stages: introduction, growth, maturity, and decline. It emphasizes the need for different promotional strategies at each stage, such as improving distribution coverage during introduction, expanding sales during growth, countering competitors during maturity, and addressing channel profit issues during decline.
New Distribution5 Activation Strategies + 6 Focus Strategies for Selling Mass-Market Liquor
The core of mass-market liquor operations is creating an atmosphere, which should be a systematic process involving five activations: product, distributor, terminal, consumer, and city. To achieve breakthroughs, focus on six areas: theme, time, distribution, activation, resources, and product.
New DistributionPrice Can Compete, but Competition Should Not Be Only on Price
As raw material prices soar, companies find it increasingly difficult to sustain themselves by cutting costs alone. How should they raise prices? To gain market share, are they willing to sell at a loss, and can price cuts achieve the desired results? Price competition only has positive effects when based on providing customer value.
New DistributionThe Final Meter Decisive Battle
Customers often change their minds at the last moment, especially when shopping. The final meter before the customer reaches your product is the most critical and decisive. To win this battle, companies should delegate decision-making to the front line, have top executives lead by example, implement frontline growth plans for management, and create an attractive visual system.
New Distribution23 Tactics for Consumer Promotions That Hit the Mark
This article outlines 23 consumer promotion tactics for FMCG distributors, ranging from free samples and coupon distribution to price discounts, buy-one-get-one offers, in-pack prizes, loyalty points, and more. Each tactic is explained with practical tips and examples, emphasizing the importance of execution details and consumer engagement.
New DistributionChaopi's 'Horizontal Marketing Path': Learn the Principles of Business Growth!
This article discusses the concept of horizontal expansion for distributors, using Beijing Chaopi Trading Co., Ltd. as a case study. It highlights how Chaopi grew by diversifying its product portfolio and distribution channels, improving management, and leveraging IT and logistics capabilities.
New DistributionNew Product Launch: Second Restocking Is Hard, Third Even Harder—Six Marketing Strategies to Make It Easy
This article offers six marketing strategies to help FMCG distributors overcome the common challenge of retailers refusing to reorder new products after the initial launch. Using real cases, it demonstrates tactics such as bundling new with old products, signing long-term agreements, leveraging key distributors, running sequential promotions, deploying in-store staff, and building strong relationships to ensure repeat orders.
New DistributionWho Should Pay for Market Promotion Costs?
The most common dispute between manufacturers and distributors is who should bear market costs. Manufacturers argue they've already invested in product development and brand building, while distributors believe they shouldn't fund long-term market cultivation. The solution is to divide costs into network-building costs (borne by distributors) and sales-promotion costs (borne by manufacturers), clarifying responsibilities and fostering cooperation.
New DistributionFierce Market Competition: Have You Made Your Competitors Uncomfortable?
Competitors are an important external factor that salespeople should pay attention to, but most don't truly understand what their competitors are. In different regions, competitors can vary, and they aren't limited to rival products—for example, in many areas, Jianlibao's competitors are counterfeit products, not Coca-Cola, Pepsi, Wahaha, or Wanglaoji. At Jianlibao, I never considered the two colas as our competitors because our products are fundamentally different, and our quality is better. We often misunderstand how to counter competitors: instead of passively reacting, we should take the initiative. For instance, when competing with Sprite, we used price advantages and strategic promotions to pressure them at both wholesale and retail levels, achieving great success. Blindly following competitors' promotions is ineffective; we should adjust our strategy by targeting different channel levels. Sometimes we need to avoid competitors' strengths, sometimes strike hard, but the best is to lead them. Always following puts us in a passive position, and passivity leads to defeat.
New DistributionMarketing Quotes from Influential Figures on Weibo - Teacher Wei Qing
When products aren't selling, many companies deploy staff and run promotions at the terminal. The purpose of terminal CP activities is not the on-site sales volume but whether the channel structure changes—improving display positions, display area, and signing agreements. National terminal promotions are meaningful only if they alter the channel structure. Also, assess existing stock, not just new increments, to avoid losing old stores while gaining new ones.
魏庆The Path to Single-Product Distribution in the FMCG Industry
Amid the ongoing adjustment in the baijiu industry, distributors are exploring new strategies to survive the downturn. While some regional strongholds continue to focus on strategic single products, others are diversifying their portfolios. However, this article argues that single-product distributors should not blindly follow the trend of multi-product expansion; instead, they should assess their own capabilities and focus on building a star product to achieve sustainable growth.
New DistributionNew Product Launch: Eight Strategies for Fast and Effective Distribution
Speed is crucial in distribution, but rushing without a clear plan can lead to problems. This article outlines eight strategies for distributors to achieve rapid and effective product distribution, from prioritizing easy wins to leveraging existing strengths and building team momentum.
New Distribution3 Strategies to Quickly and Successfully Launch New Products in the Market
New product operations are a systematic project with many key links. By accurately grasping and focusing on these links, you can ignite the system's energy and ensure rapid market entry. This article provides three strategies: pricing, channel, and marketing team approaches.
New DistributionUsing the Experience of Wooing Women to Do Marketing
A founder who follows the 'Three Refusals' principle—refusing interviews, research, and visits—has captured about 60% of a niche female consumer market in four years. His marketing insights come from wooing women, and his team management from gaming, emphasizing deep human insight and gamified incentives.
New DistributionFour Key Points for Beverage Sales in the Foodservice Channel
The foodservice channel, including hotels, restaurants, and bars, is crucial for beverage brands. This article outlines four key strategies: selecting the right distributors, incentivizing initial orders, motivating staff with rewards, and engaging consumers to drive repeat purchases.
New Distribution7 Short Stories Revealing the Thinking Behind Marketing
This article presents seven fables that illustrate key marketing insights, such as discovering new markets, building customer loyalty through small concessions, understanding consumer psychology, staying competitive, maintaining vigilance against competitors, aligning team efforts, and adapting strategies to changing market conditions.
New DistributionThe Secret of Wahaha's Channel Control
Wahaha's existing channels are already dense compared to other beverage companies, but why does it still force first-tier distributors to develop second-tier networks? Wahaha is strongly promoting the construction of second-tier networks. Ultimately, there are two starting points: first, the sales performance of first-tier distributors falls far short of Wahaha's requirements; second, the mixed wholesale-retail operation of first-tier distributors reduces the profits of second-tier distributors.
赵晶Nine Things Salespeople Must Understand Before Going Out
Many salespeople use the phrase 'success depends on heaven' to express their attitude towards market development, but they overlook the next line: 'planning depends on people.' This article outlines nine key considerations for salespeople to improve their effectiveness in developing new markets and recruiting distributors.
New DistributionMarketing Team and Channel Partner Management in a Changing Landscape
This article discusses the changes in the business environment, such as rapid development, the rise of the 80s and 90s generation, and the impact of the internet, and provides strategies for adapting, including leveraging the internet, focusing, collaborating, and avoiding impatience. It emphasizes the importance of sincerity towards channel partners and equality within teams to navigate change successfully.
贾同领Eight Awkward Models That Trouble Small Trading Companies
Many small trading companies, due to their bosses' strong leadership style, tend to bypass managers and give orders directly to all levels, weakening the influence of middle management. This turns the original 'pyramid' into a 'dumbbell', with weak middle and strong ends.
New Distribution