NEW DISTRIBUTION RESEARCH TOPIC
How can distributors keep growing across fragmented channels?
Front-line analysis of product selection, organization, channel strategy, profit models, and business transformation for FMCG distributors.
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4622 articles · Page 107 of 193
Hershey Sues Former Jinzihou Employees and Distributors; Functional Drinks Market Enters 'Post-Red Bull Era'; AB InBev Plans $2 Billion Investment to Revitalize US Market
Hershey has filed lawsuits against over 130 former office directors and nearly 1,000 distributors of Jinzihou, a company it acquired, amid a 16.6% sales decline in China. Meanwhile, AB InBev plans to invest $2 billion in the US market, and the functional drinks market in China is expected to grow significantly.
New DistributionPeak Season Arrives: Easy to Stock Up, Hard to Control Channel Crossing—Don't Let It Ruin You
Channel crossing, also known as 'dumping goods,' refers to distributors selling products outside their designated regions to maximize profits by exploiting regional demand differences. It is a common marketing problem that severely damages distribution networks, prompting manufacturers to fear it. This article outlines the forms, causes, and governance strategies for channel crossing.
New DistributionDon't Expect the Mainstream to Act; Embrace the Rise of the New Fringe
Author: Liu Chunxiong. Source: Teacher Liu's Forum (ID: liuchunxiong1964). China's transformations typically emerge from the fringe—this is a pattern. Deng Xiaoping's reforms first enriched those on society's margins. Incremental reform is immediately fatal; fringe rise is fatal after a delay. Either way, it's a matter of life and death. At such times, the more mainstream an entity is, the harder it is to act or not act. Preserving the stock and creating increment are hard to achieve simultaneously.
刘春雄FMCG Terminology Compendium: 99% of FMCG Professionals Have Bookmarked This!
This article is a comprehensive glossary of FMCG (Fast-Moving Consumer Goods) terminology, covering channels, retail, marketing, promotion, and product-related terms. It defines key concepts such as distribution channels, modern and traditional trade, SKU, and various promotional strategies, providing essential knowledge for industry professionals.
New DistributionZhu Zhiming Column Serial: Consumption as King Series - The Link of Consumption (Part 3)
This article is selected from Zhu Zhiming's new book "Sales Promotion Operation: Rhythm Control and New Tactics in the Community Era". New Distribution is authorized to serialize this book in Zhu Zhiming's column. Section 3: The Link of Consumption. The antecedent of sales promotion is consumption, the antecedent of consumption is demand, and the antecedent of demand is value, that is, the solution to consumer needs. The ways to drive consumer consumption include forced consumption and induced consumption. No matter which driving method is adopted, the final landing point must focus on the realization of consumer value. Otherwise, the product's sales promotion, best-selling, and sustained sales are all empty talk...
朱志明What Should Distributors Pay Attention to When Transforming into Logistics or Service Providers?
In 2017, the hottest topics for FMCG distributors were warehouse logistics and convenience stores, with distributors becoming more rational and less prone to blindly following trends. This is both good and bad: it reduces blind imitation but may slow the adoption of new models that could eventually disrupt traditional businesses.
麦得邻徐永刚Yi Shuguang: Not an Agent, Only OEM, This Distributor Is a Bit Different
Yi Shuguang, general manager of Henan Shihao Youxian Food Co., Ltd., operates his own brand "Shihao Youxian" and insists on not acting as an agent for other brands. He emphasizes strict team management and user-centric marketing, achieving annual sales exceeding 10 million yuan.
李俊Two Beverage Giants: 20 Years of Rivalry in the Same City, How Did the 'Inferior' Distributor Outshine the Big Brother?
In recent days, Zong Qinghou and his daughter have been busy: his daughter Zong Fuli spent 500 million yuan to acquire China Candy (08182.HK), while Zong Qinghou himself plans to acquire Dean Foods, the largest dairy company in the US. Meanwhile, Zhong Shanshan of Nongfu Spring quietly promotes his glass-bottled water at high-end events. This contrast reflects their different styles: Zong is high-profile, while Zhong is low-key, and their companies' fortunes have diverged accordingly.
陈晓京Zhu Zhiming Column Serial: Consumer Sovereignty Series - The Detonation of Trends (Part 2)
This article is selected from Zhu Zhiming's new book "Sales Promotion Operation: Rhythm Control and New Tactics in the Community Era". New Distribution is authorized to serialize this book in Zhu Zhiming's column. Section 2, The Detonation of Trends, discusses that for consumers, the first purchase may stem from external forces or environmental influences, or an impulsive attempt. However, if consumers are willing to continuously consume a product, there must be factors that match and satisfy their internal needs. That is, the initial or first sales may be driven by external forces, but for sustained sales, an internal driving force is necessary.
朱志明Have You Ever Independently Built a Market?
Author | Jin Huanmin Source | Teacher Liu's Forum (ID: liuchunxiong1964) Comment by Liu Chunxiong: There is a story. After the victory in World War II, each branch of the military claimed its own contribution was the greatest and indispensable. Later, the Allied Commander-in-Chief said: 'The war is won, and your contributions are all great. I only know that if the war had been lost, the one court-martialed would have been me.' In an era of highly refined division of labor, it is normal for one person to independently do one thing, but it is rare to independently lead one thing. The person with the greatest credit is also the one who bears the greatest responsibility in failure.
金焕民How Should Distributors Choose Brands in the New Environment? "Potential" Equals "Opportunity"
Obtaining the distribution rights for a well-known major brand requires great effort, and holding the agency for a famous brand often means good sales and profits, as the brand's own product pull and brand drive can generate excellent market results. However, the current market environment has changed with shifting consumer concepts, demographic shifts, and diversified sales channels. The continuous decline of FMCG brand enterprises, especially those that once held monopoly positions, clearly shows the enormous changes in the market. In this new environment, distributors must not only transform their marketing strategies but also choose brands with both product brand and product concept, requiring keen market insight and foresight.
New DistributionYineng's 'Hitching a Ride' Revelation: How Should FMCG Enterprises Bet on Transformation?
The boom of B2B platforms in 2016 made many brand owners consider partnering with these platforms. However, due to issues with existing distributor channels and stock, as well as concerns that B2B platforms might not provide one-stop solutions like traditional channel distributors, most brand owners merely observed without taking action. Some brand owners also refrained due to internal reasons such as team issues or unfamiliarity with B2B. Honestly, the author had similar concerns, but recently, through communication with the Xintonglu team, a real case changed this view. This article shares how a regional brand achieved 12 times sales growth in the same period through Xintonglu.
赵波Eternal Asia: The Disruptor of Traditional Distribution Channels!
Compared to the linear, lengthy, and fragmented traditional distribution model, Eternal Asia's Star Chain marks the dawn of a new circulation era. On May 15, the leading Chinese supply chain service provider Eternal Asia held its Star Chain O2O Business Model Promotion Conference in Shenzhen, where industry leaders and media gathered to witness a pivotal moment in China's distribution industry transformation. Eternal Asia's Chairman Zhou Guohui unveiled the Star Chain's business architecture and its positioning as the 'circulation internet,' with the core vision of creating a symbiotic and integrated new distribution platform.
马丹梅Zhu Zhiming Column Serial: Consumer Sovereignty Series - The Essence of Product Sell-Through (Part 1)
This article is excerpted from Zhu Zhiming's new book "Sell-Through Operations: Rhythm Control and New Tactics in the Community Era". New Distribution has been authorized to serialize the book as a column by Zhu Zhiming. In this first section, the author explores the essence of product sell-through by asking why consumers choose a product, and discusses the external factors that influence consumer decisions.
朱志明Manufacturers and Salesmen Who Only Push Inventory: Why Are You Still Coming to Me?
A dealer who spent six years building a brand for a small company is forced to give it up because the new salesman constantly pressures him to stock more inventory, ignoring his market's decline and refusing to provide support. The story highlights the negative impact of unqualified salesmen and the importance of not relying solely on one product or partner.
老猫Struggling with Difficult Store Distribution? Here's How Top Marketers Overcome Resistance
This article addresses the common challenges sales representatives face during product distribution and display in retail outlets. It categorizes different types of retail terminals, outlines typical objections encountered when entering stores and adjusting displays, and provides practical, conversational solutions to persuade store owners to promote products. The goal is to offer systematic guidance for route sales reps and help new employees quickly adapt to their roles.
李庆华Niu Gensheng Visits Bill Gates with His Son Niu Ben, Hoping to Be Recognized as a Philanthropist Rather Than a Businessman
On May 9, local time in Seattle, Bill Gates met with Niu Gensheng, Niu Ben (Niu Gensheng's son and chairman of the Laoniu兄妹 Charity Foundation), and Secretary-General Chen Xiaopeng at the Bill & Melinda Gates Foundation headquarters. Niu Gensheng introduced four teams to Gates, and Sun Xianhong, a co-founder of Mengniu, filmed the important moment.
New DistributionDistributors: Why Have You Lost Your Channels?
A distributor's core value lies in its sales channels. Losing these channels is like losing ground in battle, which explains why some distributors grow while others shrink. The reasons for channel loss can be attributed to five key factors: outdated product structures, major quality issues, inadequate service, loss of key product distribution rights, and manufacturers extending their sales channels.
New DistributionCase Study | Why My Distributors Are So Obedient in the Market? Because I Only Give Them 1% Profit!
Distributors care most about sales volume and profit when taking on a product. If a product meets three conditions—being a 'win' for the distributor, allowing them to make money, and enabling their growth—finding distributors becomes easy. The order of these conditions is crucial, with 'win' being the most important.
纽约老李校长On a Mission | FMCG Distributors Gather at Yunmei to Discuss Intelligent Transformation
Driven by consumption upgrades, traditional FMCG companies urgently need to leverage the internet for transformation. In this context, B2B platforms are rapidly seizing development opportunities, with Yunmei Co., Ltd. standing out as a pioneer and leader in China's intelligent commerce. On May 17, the 6th B-end E-commerce Study Tour will visit Yunmei, where hundreds of distributors will conduct on-site inspections. Yunmei will greet distributors and media friends in its best state. Founded in 2009, Yunmei has become a pioneer and leader in China's intelligent commerce era.
New DistributionAwesome! A Top Salesman's 5 Notes on Distribution
The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.
New DistributionThe Underlying Logic of Distributors' Internet Transformation
In recent years, sales of mainstream products in most FMCG categories have stagnated or declined, prompting many distributors to pursue horizontal expansion through category diversification. However, distributors recognize that horizontal expansion alone is insufficient; they must deeply study transformation. This article explores the underlying logic of distributor transformation, emphasizing the need to understand consumer changes, redefine distributor value through vertical supply chain services, adopt content marketing, achieve digital transformation, and drive change through organizational reform.
赵波2017 B-End Inspection Premium Small Class: Only 11 Seats Left, We're Waiting for You!
Since April to October 2016, the B-end e-commerce inspection classes organized by this official account have led over 1,100 domestic distributors to visit more than 15 representative B2B e-commerce platforms in China. This year's first inspection class is scheduled for May, with the quota reduced from 100 to 50 distributors per session, aiming to select friends with strong transformation willingness, prior participation in our inspections, and unique insights into business models, creating a better communication environment and platform for everyone, hoping to spark more ideas and inspiration.
New DistributionWhere There Is Exclusive Distribution, There Is Resistance!
“Violent” exclusive distribution cannot truly earn the respect of channel partners. It is time to review the once-decisive practice of exclusive distribution. The exclusive distribution trap: Company A, a well-known sanitary products company in Hunan, with General Manager and Sales Director Mr. Xiao known for his steady, accurate, and ruthless market operations, now manages distributors with strong-handed tactics, with exclusive distribution as the core strategy, and is ready to take action against most non-exclusive clients.
胥忠进