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 123 of 193
What Kind of Distributors Do Enterprises Need?
In today's increasingly competitive market, 'channel is king, winning the terminal' has become a mantra for many enterprises. Choosing the right distributor is crucial for new brands, as the wrong choice can stifle growth. This article outlines the key qualities of a good distributor: credibility, stability, willingness to promote, strength, experience, and a desire for long-term cooperation.
New DistributionHow to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明Channel Diversion: The Smuggling Undercurrent
Sales without channel diversion are not thriving sales, but excessive channel diversion makes sales very dangerous. Development and stability are the two major goals of enterprise sales work. While salespeople first seek development by continuously opening new markets, without stability there can be no development. Enterprises must control channel diversion and price dumping to stabilize the market. If market chaos results from channel diversion and dumping, sales work cannot proceed smoothly. Development is the absolute principle, but stability is even more so. A market that cannot be stabilized is a market without a future; a salesperson who cannot manage the market well is an unqualified one.
New DistributionDealer Development: New Situation, New Approaches
Dealers are a company's first customers, especially for SMEs where brand pull is insufficient; dealer push becomes key to market penetration. Choosing the wrong dealer means failure from the start. This article recommends 11 types of dealers to prioritize, based on practical experience and case studies.
王荣耀How Edible Oil Distributors Can Run Perfect Mid-Autumn Festival Promotions in Supermarkets and Grain & Oil Shops
With the Mid-Autumn Festival falling on September 15 this year, the edible oil sales peak season is approaching, making it a critical time for oil brands to compete. This article provides a comprehensive guide on how to conduct market research, select effective channels, and implement promotional strategies in supermarkets and grain & oil shops to control costs and maximize sales results.
New DistributionTraditional Enterprises Are Undergoing Disruptive Restructuring: Will You Be Destroyed or Reborn in the Future?
Traditional enterprises are undergoing disruptive restructuring. The scary part is that many companies caught in this wave are unaware of the threat of destruction or the opportunity for rebirth. Such companies lack a future. Let's run toward the future now. The direction toward the future: change your posture.
李政权Three Strategies for Peak Season Sales
Before the peak season, after FMCG manufacturers have stocked up and pushed inventory to distributors, the next step is to drive product sell-through. Sell-through is more important than stocking because only when products truly move through the channel can the 'dangerous leap from commodity to money' be achieved, meeting sales and profit targets. To achieve hot sales, manufacturers must do three things: activate terminals, use promotions, and provide excellent service.
崔自三Manufacturer-Dealer Rivalry: The Preservative for Distribution Channels!
The topics of distributor transformation, upgrading, and second-time entrepreneurship have been hot in the marketing world over the past two years. Distributors have long felt pressure from manufacturers' channel refinement and e-commerce's rise, which often aim to disintermediate them. This article explores the value of manufacturer-dealer conflicts through the story of Lao Song, a building materials distributor who attempted a second venture with a crowdfunding model, only to face challenges that highlight the importance of maintaining a balanced triangular relationship among manufacturers, dealers, and consumers.
黄润霖How Beverage Companies Can Win the Peak Season Sales Battle
Despite the saying that good wine needs no bush, it doesn't seem to hold true in today's beverage market. With overwhelming advertising, aggressive competition, and 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. This article explores how beverage companies can effectively market during the summer season.
胡伟How Frontline Sales Staff Can Effectively Manage Channel Partners
Xiao Xu, a frontline salesperson for a major beer brand, managed a county-level market with one primary distributor and 20 secondary distributors. Facing intense competition and disgruntled secondary distributors, he shifted focus to motivating their delivery staff through relationship-building, training, and incentive programs, resulting in a 66% sales increase and recognition from his company.
闫治民Preparing for Mid-Autumn Festival: Order Conferences Are Not Just for Eating and Drinking—Everything for Boosting Sales, Opening New Accounts, and Strengthening Customer Relations!
As the Mid-Autumn Festival approaches, it's time to prepare for order conferences. A well-executed Mid-Autumn order conference can boost sales and reduce second-half worries. This article analyzes on-site order conferences, covering their three purposes, two common pitfalls, and key strategies for success.
New DistributionKey Factors for Efficient Product Distribution in the Off-Season
During a tea break at my public course "Ten Practical Skills Training for Marketing Personnel," a marketing staff member from a liquor company shared his current dilemma: the company requires strengthening off-season market development efforts and performance, but despite substantial policy support, it's difficult to operate. I gave him several suggestions in ten minutes, which are now organized for reference. Sales have off-seasons, but marketing never does; impressive peak-season sales are often built during the off-season. Therefore, emphasizing and strengthening off-season market operations can lay a solid foundation for doubling peak-season performance. However, during the consumption off-season, terminal demand is weak, channel members are less motivated, and the difficulty of off-season distribution is imaginable. Today's market competition is no longer about big fish eating small fish, but fast fish eating slow fish; whoever seizes the off-season market opportunity becomes the winner in the peak season. To help more marketers master effective off-season distribution skills, I have compiled the questions raised by students here for exchange with colleagues.
闫治民The Key to Channel Reform Is to Reverse Losses and Follow Trends! Nongfu Spring's Big Customer System Will Surely Backtrack!
As a benchmark in China's food, beverage, and FMCG industry, Nongfu Spring's every move attracts attention. Recently, rumors about its drastic reduction of distributors in favor of a big customer system have circulated, sparking various discussions. In my view, times have changed; Nongfu Spring's implementation of the big customer system is temporary and it will inevitably backtrack. Has the time truly matured for Nongfu Spring to implement the big customer system? While everyone emphasizes intensive channel cultivation and regional deep cultivation, the news of Nongfu Spring adopting the big customer system has surprised many...
李政权You May Not Decide Sales, but You Can Use These Methods to Do Great Displays!
Many companies assess performance based on sales commissions, but some only assess displays, and can display products very well. Sales volume may not be determined by salespeople, but display quality is within their control; other factors rely on brand, advertising, promotions, and price to attract consumers. Display plays a crucial role in the entire sales process. Poor product display will inevitably lead to the failure of the entire sales process; if basic terminal display work is done well, consumers' attention to products will significantly increase, effectively boosting purchase probability.
New DistributionHow Can Distributors Counter the Bully Contracts of Hypermarkets?
Many distributors encounter bully contracts when cooperating with hypermarkets, especially those with strong sales. Such contracts often leave distributors feeling helpless, as the hypermarket becomes a 'chicken rib'—not worth the effort but hard to abandon. This article analyzes why these contracts arise and offers strategies such as listening first, setting boundaries, uniting with other suppliers, using soft power, and finding flexible solutions to protect their interests.
黄静What Should Distributors Do When They Encounter a Half-Baked Product?
A distributor shares his dilemma after investing 500,000 yuan in a jelly product with a well-known animated character as its brand. The manufacturer fails to honor promises, leaves only a 10% gross margin, and the distributor feels like a mere transporter. The article analyzes the issues and offers solutions, including category management and strategic adjustments.
英昂林The Product Remains the Same, but the Distribution Channel Is No Longer What It Used to Be
The current marketing landscape for traditional FMCG companies can be summarized in three sentences: First, the product is what should change most, but it remains the same; second, the distribution channel is what should change least, but it has quietly changed; third, the Internet's greatest impact on traditional business is in communication, yet traditional companies are clearly at a loss. This article focuses on the quiet changes in the distribution channel. Why should the channel change least? Because since deep distribution began, the channel has contributed greatly to growth. However, the channel is quietly changing, with two major shifts: the resurgence of provincial distributors and second-tier wholesalers, and the impact of Internet tools on channel efficiency.
刘春雄How Should Distributors Solve Four Core Problems: Difficult Terminals, New Product Rejection, Joint Boycotts by Major Terminals, and Product Price Increases?
In the baijiu industry, terminal channel management is one of the key tasks for trading companies. Every step in the sales process—from developing new terminals, maintenance, new product promotion, price increases, expense allocation and approval, to problem feedback and resolution—affects the entire sales process and results. Today, the reporter from Jiushihui selects four common problems in the baijiu market for analysis and discussion. How to deal with regional 'old, big, difficult' terminal customers? What are 'old, big, difficult' terminal customers? 'Old' means they have been in the tobacco and alcohol business in the region for a long time...
张强No Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?
The quality of product display directly affects the success of brand cultivation. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and increasing purchase opportunities? Research shows that consumer purchases are often unplanned—seeing the product in person triggers the decision. Vivid display enhances product presentation and stimulates purchase intent. In other words, display quality is the last chance to drive sales; only products that catch consumers' attention will sell.
方刚Increase Channels, Adjust Structure, Grab Displays, Boost Sales: 4 Inventory Clearance Strategies Worth Learning!
Against the backdrop of slow FMCG growth and weak sales, clearing inventory has become a major issue for many companies and distributors. A survey of over 500 distributors by Food Board found that 22.1% chose to negotiate reduced purchases with manufacturers, while 50.1% sought promotional support from manufacturers for terminal promotions. The article recommends four strategies: adjusting product structure, expanding channels, grabbing display space, and boosting sales, along with long-term measures like managing seasonal inventory.
张帆Niulanshan Issues 'Decentralization Order': How Far Should the Distance Be from Manufacturer to Terminal?
Niulanshan's move is an open secret: its ultimate goal is to completely eliminate wholesalers and achieve direct manufacturer control over retail channels, i.e., 'direct terminal control.' Is direct terminal control really the only path for manufacturers to reach consumers? Niulanshan's 'decentralization order' has caused a stir in the liquor industry: starting from late June, some major products in Beijing's total distribution channels are being allocated by district, and wholesale is being banned. As a result, the number of first-tier and second-tier distributors in Beijing has been reduced from over 100 to 23. And reportedly, this is just the beginning.
窦林毅How to Make Outstanding In-Store Displays? Two Directors Share Their Tips!
In-store display is a fundamental course in the FMCG marketing industry, but in practice, understanding varies. What issues should be noted in terminal display, and how should it be done? Here are insights from two directors for your reference. Key details include capturing consumer attention, proper product placement, and maintaining good customer relations.
New DistributionHow the Internet Is Transforming Traditional Industries: The Value of Distributors Is Seriously Underestimated!
For industry insiders, the winter of the baijiu industry seems to have lasted a bit too long. It is almost a consensus within the circle that the industry hit bottom in 2016. Adapting to and leveraging the trend of 'channel transformation' to adjust industry development is the current situation. So, will traditional distributors and new channels replace each other, or can they integrate during the transformation, each taking on different roles in the new development pattern?
傅钟Uncovering the Four Major Culprits Behind Distributors' Inventory Overload: How Many Have Hit You?
In the early years of the Ming Dynasty, Zhu Sheng's strategy of 'building high walls, storing abundant grain, and delaying kingship' laid the foundation for 276 years of Zhu rule. 'Storing abundant grain' meant expanding war reserves, essentially inventory, a strategy still adopted by the food industry at the beginning of this century. However, in recent years, inventory has suddenly become a headache for distributors, especially since last year, as product backlog has become an unavoidable reality in the industry. Whether small or medium-sized distributors or those with assets over 100 million yuan, inventory pressure has left many gasping for air.
王飞飞