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 115 of 193
Leveraging a Fulcrum to Shift Distributors' Bargaining Power in the Industrial Value Chain
Distributors occupy a pivotal position in the industrial value chain, linking manufacturers upstream and channel members downstream. To enhance their bargaining power, distributors must first clarify their role and value in the chain, then adapt to market trends by focusing on service, scale, and building shared-interest communities with channel partners.
杨永华Distributors, Are Your Promoters Qualified?
Food industry promoters are often called the most articulate people in the world, as they are the closest to the market and have the most direct contact with consumers. Although they are often considered 'outsiders' in a distributor's team, they play a crucial role in terminal promotion. Therefore, for distributors aiming to achieve good results in terminal sales, it is essential to have a mature and stable promotion team. Cultivating qualified and excellent promoters is a key step in the distributor's sales promotion efforts.
潘文富Excellent Terminal Salesperson: Daily Workflow Schedule
Pre-sale sales representatives are not selected with high requirements, so newcomers without any sales experience often join. Their biggest fear is 'What is sales?', 'How to do sales?', and 'Can I do it well?' Defining the routine steps of customer visits and dividing the day's work into time-sequenced actions is not only a good management tool—follow the rules or face penalties—but also a good training tool, especially for newcomers, as a sense of direction means motivation. The following is an example of a pre-sale visit workflow for sales representatives.
魏庆The Most Detailed Practical Guide for Distributors' Year-End Order Conference
This article provides a comprehensive guide for distributors on how to organize a successful order conference, covering the three main objectives, common pitfalls, pre-conference research, on-site execution, and post-conference follow-up.
New DistributionIt's Easy to Fill Up a Distributor's Warehouse, but Being a Responsible Manufacturer Is Not So Simple!
During the off-season, some manufacturers, instead of launching market activities to boost sales, focus on pressuring distributors to stock up just to improve their data reports. They push distributors to take more inventory, set sales targets, and collect payments, but ignore whether the products actually sell through. This article argues that manufacturers must take responsibility for helping distributors sell products to consumers, and outlines three key steps: planning, implementation, and review.
New DistributionA Frontline Entrepreneur Tells You How to Play the FMCG Channel in 2017
As a startup in the FMCG channel e-commerce platform, we have been operating for a year and would like to share our views and feelings about the FMCG channel. We believe that 2017 will be a breakthrough year for FMCG B2B, and various platforms will reach more consensus on the path of seeking common ground while reserving differences. To this end, Pi Duoduo has summarized three trends in the future development of FMCG B2B, hoping to exchange ideas with peers.
郭德苍Case Study: The Game of Deception Between Distributors and Manufacturers – Who Ends Up Dead?
A Zhejiang cosmetics distributor, Mr. Chen, had his agency rights for the BXT brand transferred to a new distributor without notice, leaving him with unsold inventory and damaged reputation. This case highlights common manufacturer practices such as replacing underperforming distributors, using distributors to raise capital, and restructuring channels, which often lead to conflicts and losses for distributors.
经销商微刊How Many More 'Victims' Will the 'Terminal is King' Trap Claim?
Why do companies say 'no terminals means death, but doing terminals means suicide'? How to break this deadlock? This article argues that the overemphasis on terminals, or 'terminal is king', is a major pitfall in marketing, as it distorts resource allocation and ignores the importance of brand and system strength. It suggests a new terminal value perspective and a 'new terminal-driven model' based on customer communication, product exposure, profit, and sales.
苗庆显New Distribution: What Insights Does the Beiquan Model Offer to the Retail Industry?
On November 20, 2016, the 5th B-end E-commerce Study Tour organized by this official account delved into Beiquan again (in April this year, we led a team of over 100 to study Beiquan's innovative experience), exploring the mystery of Beiquan's national expansion in just over two years and its innovative experience in the retail industry. What insights does the Beiquan model bring to the traditional retail industry? The following is a compilation of Beiquan's innovative experience and viewpoints based on the sharing of Beiquan's founder Wu Shaobin during the tour. With the rapid development of the internet...
New DistributionUni-President's Lo Chih-hsien: No Summer for Mainland Beverages This Year, Implementing Zero-Inventory Strategy, Next Year's Target is No Growth in Shipment Cases!
Recently, Uni-President Group Chairman Lo Chih-hsien, accompanied by his wife Kao Hsiu-ling, attended the "Love·Sharing" Christmas lighting events in Taipei and Kaohsiung, where he responded to questions about the group's Q3 performance and next year's plans. The "zero-inventory" strategy is challenging, and next year's target is "no growth."
New DistributionIn the Second Half of Internet Entrepreneurship, Do Distributors Still Have a Chance in B2B?
The frenzy of Double 11 has just ended, and the shoes I bought on Tmall have not yet been shipped. Seeing the delivery points across the country, campus playgrounds, community convenience lockers, and various couriers shuttling through office buildings, one can feel how vibrant e-commerce is in China. With Tmall's Double 11 sales reaching 120.7 billion yuan and JD.com's over 57 billion, the data is staggering, reflecting Chinese consumers' enthusiasm and the prevalence of e-commerce. I can't help but ask: Is there still an opportunity for internet entrepreneurship in China? Many say the first half of internet entrepreneurship is over, so is there still a chance in the second half?
望远10 Traits and 6 Fatal Flaws of Old-School Distributors
Once paragons of self-made success and among the first to drive sedans, many distributors now find themselves left behind as the economy enters a 'new normal' and buyer's markets prevail. Those with ample cash and scale are declining because they are like 'frogs in warm water,' complacent and resistant to change.
王献永Choose Your Distributor This Way, and Your Product Is Bound to Be a Hit!
To find the right distributor, start by studying your competitors' distribution networks, then walk the market to filter potential candidates based on distribution, display, promotions, and personnel. Meet prospects to assess compatibility, office environment, financial strength, organizational structure, and future plans, and conduct background checks on the owner and employee turnover. Following these steps will help you select a distributor that ensures your product's success.
刘春晓Battle for the Peak Season Market: Seizing the Terminal is Key!
From September to December each year is a peak season for baijiu sales, and the key to marketing during this period is to quickly seize the terminal. As the saying goes, 'Channels are king, terminals win,' requiring meticulous market cultivation, full channel development and nurturing, creating consumer hotspots, shifting promotional beneficiaries, capturing consumer mindshare, and innovating in product combinations.
New DistributionKey Questions Distributors Must Consider to Boost Sales
This article discusses several common questions raised by sales professionals, emphasizing the need to think about the essence of problems to find the root causes and effective solutions. It covers why consumers buy your product, why they continue to buy, why retailers sell your product, the true role of salespeople, why sales may decline, and the importance of focus in marketing.
朱志明20 On-the-Spot Closing Techniques for Salespeople
Salespeople can close deals by identifying sales opportunities, analyzing customer psychology, and quickly applying one of the following techniques. Direct request, alternative choice, benefit summary, and other methods are covered.
阿U哥Can Distributors Still Increase Sales by Adding More People and Vehicles?
In the FMCG industry, sales managers generally know that the most direct way to increase a distributor's sales is through promotional stock-piling and adding more people and vehicles. By stock-piling, distributors are forced to sell at low prices to quickly recover capital, while adding more people and vehicles, even dedicated personnel and vehicles for specific products, enhances terminal sales and service capabilities, driving sales growth. For distributors with sales below 20 million yuan, adding people and vehicles, if managed well, can lead to significant regional sales growth, mainly because their channel power is not fully released and requires more people and vehicles to achieve saturated market coverage. This type of growth driven by increasing hardware (people/vehicles) is called "quantitative growth." However, when sales reach 20-30 million yuan, most distributors find that despite following the manufacturer's requirements to add people and vehicles, sales growth is not obvious, costs rise, and profits decline or even turn to losses.
赵波In the Post-Depth-Distribution Era, FMCG Enterprises Think and Change
There are no successful enterprises, only those that keep pace with the times. In an era of rapid change and uncertainty, FMCG companies must embrace change and adopt lean marketing. This article reviews the three historical stages of China's FMCG marketing and proposes three system upgrades for the post-depth-distribution era.
陆兴元Public Platform or Private Platform: Which One Belongs to You?
When FMCG B2B companies attempt to transform and embrace the internet, should they choose a public or private platform for building their information systems? Today, I'll explain it simply and directly. Both public and private platforms cater to different market needs, with the core goal of solving information asymmetry and efficiency issues. The advantage of public platforms is their extremely low cost and ease of use, making them suitable for small and micro distributors. However, their functionality is limited—you can only use what the platform offers—and all data resides with the platform, just like opening a store on Taobao.
胡小印Quanshihui: Unity is Business—Using the 'Troika' Model to Empower Traditional Micro Retail
At the recent Fuzhou Autumn Sugar and Wine Fair, a forum themed 'FMCG + Internet' was held, featuring representatives from Alibaba Retail Link, JD New Channel, Zhanghe Tianxia, Yijiupi, Benlai Market, Zhongshang Huimin, and Quanshihui, who shared their views on the current state and trends of the FMCG B2B industry. As the only new player with a traditional retail background, Quanshihui proposed a new cooperation concept of 'Unity is Business' amidst the prevailing rhetoric of 'eliminating second-tier distributors and subverting tradition,' and introduced a 'troika' operational approach: deep integration of micro retail supply chains, light franchise convenience stores, and community-based vertical e-commerce.
New DistributionSeven Swords to Drive Terminal Sales: Selling Wine Is No Longer Difficult!
Market challenges, consumer rejection, ineffective terminal staff, and slow product movement are common issues in terminal channels. To effectively solve terminal sell-through, one must master the seven key strategies: refined marketing team management, six golden rules for distribution, terminal recommendation rate, four dimensions of visits, terminal activation, promotions, and continuous relationship maintenance.
周平建Salespeople Earning Under 300K a Year Should All Read This!
You've drunk bowl after bowl of chicken soup, but why are you still a 'dwarf' in action, making no progress at all? The missing link is the step from knowing to doing—you're just one action away! There was a safety glass salesman whose performance consistently ranked first in the entire region. At a top salesperson awards ceremony, the host asked, 'What unique method do you have to keep your performance number one?' He said, 'Whenever I visit a customer, my briefcase always contains many pieces of safety glass cut into 15cm squares, and I also carry a hammer. When I arrive, I ask, 'Do you believe in safety glass?' Whenever the customer says no, I place the glass in front of them, hit it with the hammer on the table, and many customers are startled, but they find the glass doesn't shatter. Then they say, 'Oh my, I can't believe it.' At that point, I ask, 'How much do you want to buy?' and go straight to closing, the whole process taking less than a minute.'
New DistributionStandard Implementation Rules for Distributors Handling Year-End Near-Expiry Products
As the year changes, sensitivity to product packaging dates increases, and distributors without operational experience may end up with excessive inventory or new products that become 'last year's' after New Year's Day, making them hard to sell. The author advises distributors to start compressing inventory from December, including both warehouse stock and older shelf stock, and to handle near-expiry products systematically.
马兴强 赵波Is Internet B2B Taking the Distributor's Cake or Giving Them Cheese?
When e-commerce first entered the Chinese market, the phrase 'channels are dead' startled all distributors, signaling what seemed like an era of decline for the entire industry. Now, with 'Internet+' elevated to a national strategy, Internet B2B platforms have risen and developed rapidly, and the 'disintermediation' business model has made distributors even more anxious, constantly worrying that Internet B2B will carve up their market and take their share. The rise of Internet B2B has left traditional distributors at a loss, but as the article suggests, by embracing the right platform, suppliers can transform and find new opportunities.
New Distribution