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 108 of 193
Essential Mindsets for Distributors: Do You Have Them All?
Distributors need key mindsets: embrace risk and first-mover advantage, leverage resources, share profits for long-term gains, endure hardship, and rely on oneself. The article also promotes a B2B e-commerce study tour visiting four companies.
New DistributionTraditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
方刚The Fate of a Distributor Selling Fake Tsingtao Beer: Who's to Blame?
A distributor in Shanghai was fined 10,000 yuan and sentenced to one year in prison for selling counterfeit Tsingtao beer. The court ruled that his actions constituted the crime of selling goods with counterfeit registered trademarks, despite his claims that the beer was produced by a legitimate manufacturer using recycled bottles.
New DistributionQiaqia's Q1 Performance Weakens, E-commerce Business to Become Development Focus, What Cards Remain in Hand?
Qiaqia Food recently released its Q1 2017 results, with revenue of 799 million yuan, down 7.13% year-on-year, and net profit of 77 million yuan, down 17.35%, marking the first double decline in recent years. Despite the bleak figures, the company's investment of 347 million yuan in an e-commerce logistics center and nut processing plant is expected to commence production this year, potentially addressing its e-commerce shortcomings. Additionally, Qiaqia will continue to promote its blue-bag product series, which generated about 200 million yuan in revenue last year.
参哥Winning the Summer Beverage Sales Battle
As the saying goes, 'Good wine needs no bush.' However, in the face of overwhelming advertising, aggressive competitors, and consumers' low brand loyalty, beverage distributors must not only rely on product strength but also employ every sales and promotion tactic to win the peak season battle. In early summer, the beverage market is fiercely competitive. Distributors are focusing on leveraging their marketing advantages, tailoring promotion plans to product characteristics, and seizing market share to solidify their positions. As time goes on and circumstances change, it becomes essential to grasp market trends and take a series of actions to drive product sales.
冯媛Red Bull Leaves Over 7 Billion Yuan Market Space for Competitors!
Recent news about Red Bull has been rife with speculation. Although no final decision has been made, the contract renewal is indeed in a deadlock between the two parties. Many in the industry believe this cannot be resolved overnight, as this year Hua Bin itself has even reduced Red Bull's annual performance targets. The proposed "post-Red Bull era" brings mixed feelings. The renewal is unlikely to be resolved soon, sales are declining, some factories have closed, and some distributors have no stock. This turmoil has inadvertently created a gap of nearly 7 billion yuan annually! It is understood that Hua Bin has internally formulated a "natural sell-through" strategy for Red Bull...
谭长春Practical Guide: From What to Do in Peak Season to What to Prepare in Off-Season
During peak season, almost all manufacturers engage in inventory loading, even major brands like Moutai and Wuliangye, which control supply in the off-season to raise prices and then accelerate distribution as peak season approaches. The key is to load inventory into distribution channels, hotel terminals, and group purchase units, not just into the general distributor's warehouse. Many manufacturers push policies and force general distributors to pay, thinking the job is done once payment is made and goods are shipped, but this is a mistake.
New DistributionSix Walnut Should Resolve Distributors' Expired Stock Issues Before Its IPO
Six Walnut, a plant-based protein drink brand, is facing challenges as sales pressure mounts and distributor conflicts arise, just as it made its third IPO attempt at the end of last year. A distributor in Henan province claims that the brand's company, Hebei Yangyuan ZhiHui Beverage Co., Ltd., failed to handle expired products during the transition between old and new distributors.
赵晓娟Don't Panic After the Holiday: 6 Devilish Details Successful Salespeople Keep Secret
The holiday is over, and you may still be adjusting to work. This article outlines six essential tasks for liquor salespeople to handle in the first week back, including prioritizing tasks, understanding market dynamics, checking distributor status, updating promotional materials, following up on payments, and preparing for the Lantern Festival.
微酒团队Is the Channel You Think of Really a Channel?
When a concept is absent from your mind, you tend not to think about issues in that area. Worse, when your concept is wrong, you tend to let erroneous cognition guide your behavior. The former is a blind spot; the latter is a misconception. Marketing cognition upgrading helps you clear blind spots and step out of misconceptions. Do you know the 4Ps of marketing? Many can quickly say: product, price, place, promotion. But can you define these seemingly simple four words? Many will scratch their heads and find it not so easy.
张婷The Future of Secondary Distributors: If Second-Hand Passers Face Transformation, Can Third-Hand Passers Escape?
A few years ago, our team assisted Hengan International Group, China's largest manufacturer of household paper and maternal and child hygiene products, in developing and implementing a 'Sales Management Transformation Project.' One key component was reorganizing the secondary distributor channel. In this book (From Trends to Action: The New Business Ecosystem of the Next Decade), we share three key principles: Transform, Stop, and Manage.
李政权Complete Guide to Terminal Merchandising Management: Boost Terminal Atmosphere by 300% in 30 Days!
Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.' Only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising.
徐涛How Does Yili Sell 60 Billion a Year? The "1+1 Model Store" Terminal Display Method—Learn It and Profit!
For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its "Network Weaving Plan," establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the "Ten Thousand Villages and Thousand Towns Market Project." The implementation of these two major strategies—"one vertical, one deep"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity.
王飞飞How to Grow from "Busy, Confused, Blind" to an Enlightened Distributor?
Among the clients trained by the author, there is a distributor with annual sales of hundreds of millions of yuan who has successively represented several famous brands and achieved the largest market share in its region. Moreover, it has upgraded its brand, market, and channels, established its own production plant, registered its own product brand, and created a dual business model of "trading company + industrial company," pioneering a new path for development. It can be regarded as a model of successful transformation for distributors, having reached the level of a brand operator. However, the author has also encountered many confused distributors who struggle to develop.
崔自三Zong Qinghou's Innovation Is Not Easy, Please Give More Respect
Recently, Wahaha Group has undergone many changes, from vending machines to the backdoor listing of China Candy, and the latest beverage bottle advertising. Despite detours and doubts, we say: 'Old man, you're doing great!' The Chinese beverage industry actually saw Wahaha achieve disruptive innovation first.
谭长春The Bigger the Headquarters, the Bigger the Problems
Author: Liu Chunxiong | Source: Teacher Liu's Forum (ID: liuchunxiong1964). In Journey to the West, most demons are escapees from the 'headquarters,' while only the White Bone Demon is a wild one. Sun Wukong cannot defeat demons, but those headquarters leaders can easily 'subdue' them without lifting a finger, simply because they hold 'magic tools' in their hands. A strong headquarters is a product of a centralized system. Regardless of rank, headquarters staff always feel a sense of superiority over frontline personnel, as if they are 'half a grade higher.' Chinese people prefer working at headquarters because, although the pay is not high, it is respectable. Headquarters functional departments have an innate sense of superiority over frontline staff, which breeds not only bureaucracy but also 'soldier-ocracy.' Although 'soldier-bureaucrats' have no power, they can manipulate processes. Some even boast, 'I may not be able to make things happen, but I can easily ruin your plans.' In short, the headquarters has become the 'problem that creates problems' and must be surgically reformed.
刘春雄Two-Pronged Preparation: Huabin's Self-Created Functional Drink Brand Warhorse Begins Distribution
Facing a trademark licensing crisis, Huabin has made two-pronged preparations, but making Warhorse the second Red Bull is already impossible. In mid-April in Beijing, as temperatures rose to 20 degrees Celsius, the new functional drink brand Warhorse, under Red Bull's parent company Huabin Group, appeared in retail channels and is accelerating distribution. However, it has not yet reached all stores, and sales are poor due to lack of brand awareness.
赵晓娟Everyone Says Sales Are Hard—Why Is It So Hard? Understand Consumer Psychology and It's Not!
When companies, distributors, or their salespeople ask me about product sell-through, I ask them: Why would consumers buy your product? By putting ourselves in consumers' shoes, we see that choices are influenced by external factors like brand influence, advertising, promotions, recommendations, and experience. To drive sell-through, marketers must create influence through visual, auditory, and taste impacts, and build momentum from product quality, exposure, and activity.
朱志明Daliyuan: This Might Be the Most Successful 'Copycat' Company
A food company adept at 'copying' has achieved net profits exceeding the combined profits of Uni-President and Master Kong. The FMCG industry began to change around 2014, with Want Want's market value evaporating by nearly 89 billion yuan, Master Kong constrained by its sluggish instant noodle business, and Uni-President still in the shadow of problematic food recalls... The dramatic shifts in the consumer market have provided ample room for local enterprises to rise. While JDB and Wong Lo Kat are still fighting fiercely over herbal tea, one company has been quietly following suit. It is Fujian's Dali Foods Group (hereinafter referred to as Dali). According to Dali...
老纳Why Manufacturers Are Reluctant to Use B2B?
Many B2B e-commerce platforms are finding themselves in a difficult position: the first 'B' (business) is mainly agents rather than enterprises, and the second 'B' (business) is increasingly costly and difficult to serve, with limited operational and profit margins and low scalability. Manufacturers use channel partners for specific functions—commercial flow, product flow, logistics, capital, and information flow—which B2B platforms often fail to fulfill, leading to manufacturers' reluctance to cooperate. However, there are scenarios where manufacturers should consider partnering with B2B e-commerce, such as exploring new markets or leveraging mobile internet capabilities.
谭长春Before the New Infant Formula Policy Takes Effect, Some Manufacturers Blow Another Round of Marketing Bubbles to Trap Channel Partners!
In a pivotal year for the infant formula industry, manufacturers and customizers are using every trick to stay afloat. A recent online spat between @奶粉揭秘 and @李铁博士奶粉 has drawn countless fans, revealing intense competition. This, along with offline actions by various interest groups, has fueled a 'false prosperity' in the industry, misleading retailers and consumers and hindering the healthy development of domestic infant formula.
傅先生The New Trend: Why Automatic Vending Machines?
Automatic vending machines are not new, dating back to ancient Greece and evolving through the 20th century. In Japan, there are 5.5 million vending machines, one for every 23 people, while in the US the ratio is 35. Now, with the rise of IoT, mobile payments, and capital support, vending machines are becoming a new investment hotspot, driven by the unbundling of functions and traffic.
悦人悦吟Red Bull: Where Is It Heading Amid Internal and External Troubles?
Red Bull China is facing a trademark expiration crisis since the end of 2016, compounded by rumors and panic among its sales and distributor teams. The company's actions, including layoffs and new product launches, suggest it may be struggling, and its lack of public relations and marketing strategy could further undermine its position in the functional beverage market.
老纳、肥鱼7 Taboos for Salespeople Visiting Retail Outlets! Signing the Deal Happens in an Instant
In the process of communicating with customers, salespeople need to pay attention to details and avoid certain taboos, in addition to dressing appropriately. Otherwise, even if you are eloquent, your product is excellent, and your price is low, an inadvertent offense could make the deal slip away. 1. Disorganization: Preparation is crucial; don't rely on luck. Customers' time is precious, so set clear goals and plan what to say and do to achieve your purpose, such as building a good impression, reaching consensus, or even closing a deal. 2. Untidy appearance: Dress appropriately to make a positive impression. 3. Tardiness: Punctuality is vital; plan for delays and confirm appointments. 4. Making promises you can't keep: Keep your word. 5. Being unable to answer questions: Know your product and prepare for possible questions. 6. Using the customer's belongings: Avoid taking liberties, as it may be seen as taking advantage. 7. Being overly familiar: Avoid calling the customer 'brother' as it can compromise your professional judgment.
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