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.
Related research and analysis
4622 articles · Page 112 of 193
2017 | 6 Thoughts on FMCG B2B Field Promotion Operations
This article outlines six key considerations for FMCG B2B field promotion operations, including defining small B-end customers, structuring top-selling products, building a field team, handling customer objections, managing customer acquisition costs, and choosing customer acquisition methods. It emphasizes the importance of changing store owners' purchasing habits through deep engagement and coordinated front-end and back-end efforts.
任我行Jiang Xiaobai: Can It Win the Second Battle of Consumer Demand?
A popular joke in the liquor sales circle goes: 'Previously, liquor companies could do things on their own, but then a 'godfather' appeared, and they could just wait and make a lot of money, for ten years. Now the godfather is gone, and they have to work again, but they can't.' This means that the marketing functions of liquor companies have severely degenerated. Liquor is a high-premium product, and for consumers, most consumption scenarios are related to celebrations, where price sensitivity decreases. As a result, famous liquors across the country boast of their long historical origins. With the protection of ancestors, who would focus on real product development and consumer demand research?
小镇青年朱迪10 Reminders for Distributors Venturing into B2B in 2017
Distributors entering B2B must avoid using manufacturer-facing tactics, ensure proper equity structures in alliances, and focus on supply chain efficiency rather than platform hype. The article outlines 10 key reminders, including the need for logistics, the inevitability of channel restructuring, and the importance of information systems, while also presenting four viable transformation paths.
任我行Wholesalers' 15% Profit Margin Is History: Mindset Determines Transformation Success!
In 2016, wholesalers faced pressure from both rising raw material and logistics costs, as well as warehouse fees, logistics expenses, and product price increases, making the once-proud 15% profit margin a thing of the past. As the dividend disappears, wholesalers must decide whether to relocate or transform, with many considering shifting to cheaper production areas or transitioning to brand specialty stores.
程欣 王宜成Three Steps to Get Your Products into Every Effective Outlet
Terminal distribution is a crucial part of operating a model market, yet many companies distribute blindly, either setting overly ambitious goals that fail to deliver or lacking effective positioning so the products don't sell. How can companies distribute effectively? Determine effective outlets and set reasonable distribution goals. The terminal distribution target (distribution rate) for a model market should be based on the product's attributes and target consumers, establishing standards for effective sales outlets, then combining the strategic goals of the model market and market competition to finalize the target. This can be achieved in three steps.
孟令宇Case Study | A Distributor Lost 1.8 Million Last Year, But Profited This Year—See How He Did It!
A recent article about an Yili distributor losing 16 million yuan sparked industry sighs—are companies too domineering, or distributors too weak? In 2016, distributor revenues generally declined, with most making little profit and some suffering heavy losses, but a small group still profited. How did they do it? One distributor friend of mine, Mr. Zhang of Shunxing Trading, is a case in point.
宁小朕Distributors, This Is the Sales Manager You Need!
An excellent sales manager is a key force in channel development and maintenance, but what constitutes excellence differs between companies and distributors. What does a truly outstanding sales manager look like in the eyes of distributors? It involves being an insider with professional knowledge and industry experience, complementing the distributor's strengths, being a hands-on helper, a partner with charisma, and upholding professional ethics.
叶敬明Display Mnemonics: A Quick Guide to Effective Merchandising
This article provides a comprehensive guide to effective product display in retail, covering the importance of boldness in display, classification signage, and creating an appealing shopping atmosphere. It emphasizes the need for simple yet impactful displays, strategic product placement, and the use of promotional displays to drive sales.
New DistributionHow Manufacturer Salespeople Can Understand Distributors
Manufacturer salespeople serve as the bridge and bond between manufacturers and distributors. If this role is played well, cooperation will be smooth; if not, conflicts may escalate and harm the market. Therefore, salespeople must understand distributors to build good relationships and manage the market effectively.
段杨Master These Three Steps and Seven Key Points, and Dealers Will Work Their Hearts Out for You! (Plus Five Thoughts on Dealer Management)
Ideas alone don't create value; execution is key. Define the plan, set standards, execute efficiently, and manage by objectives—details determine success. The next day, I presented the designed plan to Boss L, who simply said, "Just tell me what to do—as long as we can do the market well and make money." Build an excellent sales team: grassroots salespeople's execution level determines market quality, and the key to breaking through is building a passionate and capable team. 1. Team motivation: gather dealers and salespeople to discuss market development and internal management issues, incorporate suggestions, recognize achievements, raise pay and commissions, and announce strong company support and ambitious market goals. After the meeting, the salespeople's listlessness vanished, replaced by eagerness.
朱志明Why Distributors Are a "Ticket" That Can Be "Torn Up" at Any Time
Distributors often accuse manufacturers of "burning bridges after crossing the river," but after over 20 years in marketing, the author has never seen a manufacturer that doesn't do this. Distributors should not feel indignant; if a manufacturer goes bankrupt, would a distributor heroically say, "I'll die with you"? Distributors are a "ticket" that can be "torn up" at any time, as the trend toward smaller and more specialized distributors means they become less indispensable.
魏庆老师How Much Does 10,000 Yuan of Inventory Lose by Sitting in the Warehouse for One Day?
This article calculates the opportunity cost of holding inventory by converting the question 'How much does 10,000 yuan of inventory lose in one day?' into 'How much should 10,000 yuan of inventory earn in one day?' Using the inventory gross margin ratio, it shows that 10,000 yuan of inventory can earn 137 yuan per day, meaning that leaving it in the warehouse for one day results in a loss of 137 yuan in potential profit. A Toyota case study illustrates the same principle.
田中正知【管理】临近年底，经销商如何智慧的留住老员工？（值得收藏）
As the year-end approaches, distributors often complain about insufficient staff, talent retention issues, and recruitment difficulties after the New Year. Alternatively, there are cases where an employee you have high hopes for and deliberately give many challenges to still fails to fully commit and meet your expectations. In reality, employees' attitudes and thoughts do not change in an instant; there is a process. If you can detect and adjust in time during this process, you might change the outcome. Today, we have compiled some experiences from three aspects: what employees are thinking, what they are complaining about, and how bosses can retain their hearts.
龙商网Mastering the Six Key Points of Group Buying: Have You Got Them Right?
The traditional approach to white liquor group buying—'building relationships, selling face, and giving kickbacks'—has become less effective due to new government restrictions on public spending. However, by optimizing group-buying products, adjusting salary structures, and executing targeted promotions, liquor companies and distributors can transform their group-buying strategies and achieve breakthroughs.
任圆Distributors: Whose Employees Don't Complain About Low Pay? How to Respond?
The most common labor issue is compensation, with most employees dissatisfied with their current pay, feeling it's too low. Of course, employees feel pay is low not in absolute terms but relatively—compared to other employees, their own efforts, the value and performance they create, the boss's income, similar positions in other companies, and friends and family. These comparisons make them feel underpaid, even if the boss emphasizes difficult business conditions.
潘文富Zong Qinghou Reflects on Ten Reasons for Wahaha's Decline: Declining Sales Force is the Main Issue!
At the end of 2016, CCTV-2's "Dialogue" program aired a show titled "Focusing on the Real Economy, Speaking for China's Industry," inviting leaders like Zong Qinghou and Dong Mingzhu to discuss. Zong reflected on Wahaha's sales decline and listed ten reasons, with the primary one being the decline in sales force due to rising distributor costs.
New DistributionFMCG Distributors: Twenty Tips on How to Effectively Use Equity Incentive Mechanisms!
In 12 years of FMCG service work, I have seen too many distributors encounter equity cooperation problems, commonly in a 'gather and scatter' pattern—at the company's founding, partners handle relationships with emotion and loyalty, with systems and equity either undefined or vague. Once the business reaches a certain scale, they start 'arguing over contributions, quarreling over spoils, and forming factions,' leading to internal strife or the scattering of members like heroes of Mount Liang. This is the so-called 'buddy-style partnership, enemy-style dissolution.' In business, when dividing equity, the entry mechanism is important, but the exit mechanism is even more so!
阿U哥How Should FMCG Distributors Transform?
Recently, discussions about distributor transformation have been frequent. This is indeed an urgent topic, but how to transform requires an in-depth, systematic, and comprehensive analysis of distributor enterprises, their business models, and the market environment they face.
鲍跃忠Beverage Distributors: Will Business Really Be Tough in 2017? It's Because You Haven't Chosen the Right Products!
Many distributor friends complain that business has been tough in recent years, but complaining doesn't help. Apart from switching industries, what we can do is not make excuses for difficulties but find ways to succeed. For distributors, business thinking must adapt to market changes, and choosing the right products is paramount. Moreover, product selection should stay ahead of others to effectively avoid operational risks. It is said that there is a Jewish money-making rule: 'Selling more at a lower profit is foolish; selling more at a higher profit is the expert.' In the past many years, 'small profits, quick returns' was a widely used business strategy, but in the modern market with intensifying competition and increasing consumer awareness, changing mindset, choosing the right products, becoming a new brand, and opting for 'high profit, high sales' is the broad road for distributors to survive and develop.
推广Yili and Mengniu Clash Again: Is Niu Gensheng's Old Ticket Still Valid?
Yili and Mengniu, the two rivals, are at odds again. COFCO may find that once aboard Niu Gensheng's 'pirate ship', it's hard to get off. After Yili acquired Shengmu's stake, Mengniu reconciled with Modern Dairy, and under new CEO Lu Minfang, it restructured and bought more shares in Modern Dairy, signaling a return to its competitive past.
文/漂FMCG Ushers in the B2B Inaugural Year: How Will the Industry Transform?
In 2016, the number of FMCG B2B platforms surged to over 70, collectively attracting more than 5 billion yuan in investment. As the year draws to a close, the industry reflects on a challenging period for traditional FMCG, yet the rise of internet-based B2B platforms marks a transformative 'inaugural year' for the sector.
刘旷2017: Distributors, Make Your Company Smaller and Lighter to Maximize Profits!
The economic environment has been tough in recent years, especially this year, with declining consumer purchasing power, overcapacity, and severe product and marketing homogenization, making 2016 difficult for FMCG distributors. Some are even struggling to survive. Facing this objective market adversity, what should distributors do in 2017? By making the company smaller and lighter, they can focus on a specific channel or category for long-term development and breakthroughs; by being customer- and channel-oriented, they can escape the trap of cost-based operations and price competition, building true core long-term competitiveness.
快消君How Retail Tong Should Be Played
Whether e-commerce or offline, any business model must first have a sound commercial logic, meaning the inevitability, necessity, and key points of the business must be well designed. Without reasonable commercial logic, a business model is hard to sustain and will eventually collapse. Retail Tong and similar e-commerce wholesale platforms aim to leverage the efficiency of the internet to build open platforms for merchants and manufacturers, providing matching services for 5 million B-end small shops. There are three key points: platform efficiency, the integration capability of merchants and manufacturers, and a stable, valuable, and sales-effective market network.
鲍跃忠Major Start-of-Year Insight: Under Consumption Upgrade, B2B Replacing Distributors Is an Irresistible Trend!
The just-concluded 2016 saw China's economic transformation significantly impact shopping patterns, with declining sales of traditional FMCG products becoming the norm. From 2011, instant noodle sales fell for five consecutive years, dropping 12.5% in 2015; beer declined 1.4% year-on-year from January to October 2016, with over 20 months of decline only halting in November. Beverages also suffered, as Uni-President's 2016 interim results showed a 2.4% revenue drop, partly due to its beverage segment. This article argues that consumer behavior has fundamentally changed, making traditional channel-dependent marketing obsolete, and that B2B platforms, with their data-driven transparency, efficiency, and precision, are the inevitable future for distributing new, personalized products.
赵波