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
4623 articles · Page 140 of 193
Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春Dealer Requests Policy Support: To Give or Not to Give?
In a previous role as VP of Marketing, I faced two headaches: most memos were requests for promotional or price support for primary dealers, and dealer visits were mostly complaints and demands for policy support. I'm not against supporting dealers, but I want to use policy support effectively, not as a simple benefit. This article analyzes the types of demands dealers make, the reasons behind them, and strategic ways to handle them.
孙斌The Year's Plan Begins at the 'Water Head': Seven Keys and Five 'Must-Nots' for Mastering the Water Head Inventory Push
The 'Water Head' (wholesale ordering meeting) is the flashpoint and commanding height of the annual beverage war. Seizing the 'Water Head' is not only the core task for beverage companies to capture channels but also the foundational move to gain sales initiative, market leverage, and channel voice. Many beverage companies have set up special task forces for this, as evidenced by the ordering policy sheets on the tables of second-tier distributors. The year-start inventory push is increasingly valued by manufacturers for three main reasons: first, to lay the foundation for the peak season (late April to early October) and even the whole year's sales; second, to estimate annual production tasks based on distributor payments and orders, avoiding blind production; third, to occupy distributors' capital and warehouse space through substantial discounts, thereby reducing their attention to other brands.
宁晓伟A Comprehensive Guide to Developing Distributors: Strategies and Scripts for Handling Objections! Not Following This Will Surely Fail to Recruit!
This article provides a detailed guide for developing distributors, starting with understanding the distributor's common objections and knowing your own company, products, and market. It then outlines criteria for selecting target customers, methods for finding distributors, and strategies for addressing common objections such as high prices and inflexible policies.
New DistributionDoing Township Terminal Distribution Work This Way Works Better!
For FMCG distributors, the primary marketing issue is to get products in front of consumers before purchase intent can arise. However, many small retail terminals in township enterprises are weak, numerous, densely distributed, and have low traffic, selling to whoever offers the highest profit with little loyalty. How to solidify the 'territory' you've worked hard to conquer and form a sound sales network is a common challenge for manufacturers and distributors. Improving distribution coverage through proactive promotion to achieve effective sales is particularly important. Therefore, distribution...
New DistributionWhat Should Distributors Do When Facing Cross-Regional Selling?
Cross-regional selling is a common issue in the FMCG industry, often seen as a normal business behavior. The real problem lies in protecting the interests of distributors or manufacturers in specific markets. This article analyzes the three basic characteristics of cross-regional selling and provides practical solutions for small distributors, including analyzing the initiator, purpose, and operational flaws of the cross-regional selling, and using strategies such as uniting with other distributors, leveraging quality inspection procedures, and preventive measures.
New DistributionFacing the New Normal of Economic Downturn, How Should Distributors Manage Their Agency Business in 2016?
2015 has passed, and in the past year, the sales of the main agency brands for the vast majority of distributors have declined to varying degrees due to multiple overlapping factors. This article analyzes six major macroeconomic issues affecting distributor sales, including low GDP growth, rural hollowing-out, the rise of internet B2B, high costs and talent management difficulties, market maturity with intense competition, and product aging with consumption upgrades. It then proposes six countermeasures for distributors to survive and thrive in the new normal.
赵波Five Taboos for Salespeople Dealing with Customers
Salespeople often interact with customers, and over time, they become familiar and even friends. However, familiarity can lead to unintentional mistakes or even principled errors. The following are common taboos that salespeople tend to overlook when dealing with customers: First, speaking ill of customers behind their backs; second, using customers' belongings; third, revealing customers' secrets; fourth, sowing discord among customers; fifth, calling customers brothers.
梁胜威Why Do Most Distributors' Platform Transformations End in Failure?
The prevalence of JD.com and Taobao has made the concept of platforms fashionable, even to the point of being overhyped. I have met several distributors with sales in the tens of millions who talk about platforms and trends constantly, but when asked about their plans, they offer nothing but vague ambitions to grow bigger and stronger. When we are still a pig, we should not pretend to be a tiger; the bigger the pig, the more dangerous it is, and distributors should take this as a warning. What is a platform? Generally speaking, a platform builds channels between merchants and users, merchants and merchants, and users and users, with positive incentives: the more transactions on one side, the faster the other side grows. This is like the telephone effect: the more people use phones, the more attractive it becomes for others to join. More importantly, this efficient self-replication adds almost negligible cost to the platform, which is its charm.
黄润霖Bold, Meticulous, Thick-Skinned: The Seven-Character Mantra for Sales Success
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation, 'Let me tell you a secret: seven characters—bold, meticulous, thick-skinned.' In romance, these seven characters are indeed an invincible weapon. We often see that some idle guys around us often have a beautiful girlfriend on their arms, and these girls may not have been conquered by money, power, or looks, but they surrender under the fierce attack of these seven characters. And aren't these seven characters also the seven-character mantra for a successful salesperson?
游昌乔The Art of Distribution for New Product Launches
Distribution is the first step in bringing a new product to market, and it is crucial. The path of distribution for a new product launch requires careful planning and attention to detail. To succeed, one must first understand the characteristics of distribution, the standards to follow, and how to formulate the right distribution strategy. The following details the intricacies of new product distribution.
New DistributionEconomic Downturn: How Should Distributors Conduct Business in 2016?
As 2015 draws to a close, distributors are summarizing their business performance and planning for the coming year. Many industries have shifted from high growth to a 'new normal' of low or no growth, with weakened consumer momentum adding to the difficulty. How should business be conducted in 2016, and how can current problems be solved? This article offers rational analysis of declining performance, profit erosion, and new product selection.
张德昭Refined Cultivation: Escaping the Promotional Swamp
In today's terminal-dominated market, promotions are like a swamp that must be crossed to boost sales, hiding traps beneath a calm surface. With increasing and homogenized promotions in the industry, we must find solid footing by differentiating our approach, understanding consumer psychology, and integrating various marketing tactics.
刘孝明Distributor Bosses' Time Planning: Balancing Profit-Making and Learning
A county-level distributor with annual sales over 50 million yuan and a professional manager as general manager still feels busy and tired. He wants to learn, visit terminals, and train his child to take over the business, but finds no time. The article suggests a monthly time management plan for distributors to improve control and efficiency.
New DistributionWhen the Distributor Says 'No Money'...
For a manufacturer's salesperson, managing distributors is a complex task requiring considerable effort and strategy, while a distributor can easily trouble the salesperson by simply saying, 'I have no money recently, so I can't make a payment.' This article explores the real reasons behind this common excuse and offers practical advice for salespeople on how to respond.
New DistributionHow Can the Baijiu Industry Break Through in 2016 Amid Slowing Economic Growth, Weak Consumption, and Restrictions on Official Spending?
The baijiu industry, once enjoying a golden decade, is now in deep adjustment amid slowing economic growth, weak consumption, and anti-corruption policies. To break through, companies must adapt to the new normal by adjusting prices, clearing inventory, learning from FMCG practices, persisting in strategy, targeting new consumer groups, focusing on consumer experience, innovating products, and using the internet wisely.
朱朝阳Understanding the Relationship Between Baijiu and Deep Distribution
Why do some companies succeed with deep distribution while others fail, leading to rising marketing costs and wasted distributor resources? This article explores the strategic significance and value of deep distribution, examining its two contrasting perspectives, concept, and the key factors for successful implementation.
朱志明The Past and Future of Secondary Distributors: The 'Doomed' Narrative Was a Joke, but Dealers and New Technology Will Defeat Them
This article is excerpted from Mr. Li Zhengquan's new book 'From Trends to Action: The New Business Ecosystem of the Next Decade + Enterprise Transformation and Change', published by CITIC Press, November 2015. The editor made changes during publication. Over a decade ago, we discussed whether secondary distributors would die out amid channel flattening, direct supply to terminals, and direct control. Many believed they were doomed. In the past, the 'secondary distributors are doomed' theory was a joke. Now, it's clear it was a joke! Today, from township markets to county-level and prefecture-level markets, we see secondary distributors thriving like greenhouse chives that never stop growing.
李政权Distributors Must Recognize 'Shelf Appeal' When Selecting Products
When initially selecting products, distributors naturally consider the product's inherent characteristics, commonly known as 'shelf appeal.' Shelf appeal refers to all factors that determine a consumer's purchase decision. At retail terminals, consumers consider one or several shelf appeal factors, such as taste, portion size, and price. Compared to consumers, distributors must consider a more comprehensive set of shelf appeal factors, including not only the product's attributes but also the target consumers' age, preferences, spending power, and purchasing channels.
New DistributionHow FMCG Distributors Can Introduce Sales Management Software to Improve Their Management Level?
Personnel management has always been a headache for distributors, as it's hard to monitor what salespeople do and sell each day without proper oversight, leading to 'shepherding' behavior. Using sales management software is a trend and a necessary condition for improving management, but many distributors lack the right approach during implementation, causing abandonment. This article shares personal implementation experience from three stages and two levels.
赵波How Can Distributors Solve the Difficulty of Collecting Payments?
Difficulty in collecting payments is an indisputable fact in the food industry. Therefore, actively exploring the causes of this long-standing problem and finding solutions is of particular significance for distributors to escape the trouble of payment collection and reduce operational risks.
New DistributionHow Distributors Can Secure Prime Displays in KA Stores
After a distributor opens an account in a store, securing the best display position to showcase products to consumers becomes the most critical action. Prime displays, known as 'golden displays,' can decisively boost product sales. This article analyzes what constitutes a golden display and offers strategies for distributors to obtain and maintain these valuable positions.
陈崖枫Distributors Choosing New Products: Remember to Complete These Ten Steps Before Making a Decision
How to pick a potential product or a hit product? How can distributors develop a discerning eye? It's not difficult! Just remember the following ten steps. (This discussion only covers distributors of alcoholic beverages and drinks in the FMCG sector.) First, know yourself. Distributors must act according to their capabilities when accepting new products. Consider whether you have surplus funds, channels, warehouse space, delivery capacity, manpower, social connections, market reputation, etc. Is your scale at a bottleneck? Do you have ambitions for further growth? Is there still large market space locally? Can you operate in larger regions or more categories? Does your main business rely entirely on the manufacturer or yourself?
曾文忠 陈行军How a New Brand Should Screen Quality Distributors
Practical marketing expert Shi Shunkuan shares notes on 'Distributor Investigation Action Breakdown' in a WeChat group, detailing six key areas to assess distributors: strength, marketing awareness, market operation and management ability, company management ability, commercial reputation, and cooperation willingness.
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