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 142 of 193
Eighteen Rules for Retail Display Standards
The display of products in stores directly affects sales and brand image. The author summarizes eighteen rules for suppliers doing supermarket displays, categorized into beginner, intermediate, and advanced levels. Beginner rules are easy to align with KA systems and are basic requirements; intermediate and advanced rules may be constrained by store display management policies or marketing budgets, requiring flexible application. Although there are many display rules, they are not restrictions but guidance based on science and practical experience, to be applied flexibly.
王同Block, Entice, Pressure, Force, Surround: 5 Tactics to Make Distributors Exclusive
Every company, regardless of size or strength, desires exclusive distributors. This model transforms distributors into quasi-subsidiaries, enhancing cooperation and execution. However, distributors may resist the transition, so a systematic approach using five strategies—block, entice, pressure, force, and surround—is necessary.
李政权Salespeople: "Free-range" or "Caged"?
Most domestic companies adopt a "free-range" approach to managing their salespeople, dispersing them across markets with each responsible for a territory. This leads to confusion about the value of salespeople, inefficiency, and frustration for both management and the salespeople themselves. The solution lies in a "three-level classification principle" that divides salespeople into service, management, and innovation roles, and organizing them into specialized teams.
New DistributionThe 123456 Rules of Distributor Management
Management should be emotional, rational, and beneficial. Good marketers should 'shake hands at both ends and embrace in the middle,' maintaining a 'close but not intimate, sweet but not cloying' relationship with distributors. The key is to teach methods, not just provide fish, and to focus on communication and service, with supervision and control as secondary.
曹文广After Distribution, How to Drive Effective Sell-Through at the Terminal?
Many companies face a common dilemma: after successfully recruiting distributors and distributing a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the factors affecting terminal sell-through and provides five core methods to stimulate it, including buyouts, exclusive promotions, co-promotions, natural sales, and key elements like customer relations, visual merchandising, and promotional activities.
朱志明Standard Operating Procedures for Distributors Handling Year-End Near-Expiry Products
Based on past experience, as the year changes, sensitivity to product packaging dates increases. Distributors without operational experience may have shipped too much inventory or launched new products that quickly become considered old. Once past New Year's Day, all stock becomes last year's products, and after the Spring Festival, consumers check dates, making it hard to sell at retail. The author advises distributors to start compressing inventory from December, including both warehouse and retail stock, and to handle new products carefully. The article provides detailed steps for inventory checks, phased recovery, proper storage, flexible disposal, and operational and market management strategies.
马兴强 赵波How Should Distributors Who Are Like-Minded, Share Weal and Woe, or Have Different Agendas Be Managed?
In the Chinese marketing world, success is measured by sales volume and performance, making salespeople's lives tough. When companies undergo marketing model reforms, managing distributors becomes critical, and they should be categorized and managed situationally based on their willingness and capability to cooperate, just like managing employees.
田金强5 Methods for Distributors to Recover Outstanding Payments!
Difficulty in collecting payments and long accounts receivable cycles have always been major problems for many distributors, and they are also matters of life and death for distributors, especially at the end of each year. As the year-end approaches, payment collection has once again become an urgent issue for many distributor bosses. Without payment collection, all the hard work of the year amounts to nothing. This issue discusses year-end payment collection. Regarding year-end payment collection, the most direct and urgent topic is the technique of door-to-door collection. Besides adjusting one's mindset, the final push during collection is also crucial; if done well, it can smoothly achieve the goal of recovering payments.
New DistributionOpinion | The Vending Machine Industry Is Only Beautiful on the Surface
Yesterday's article about the vending machine trend was well received, but this piece aims to offer a cautious perspective, helping distributors considering a pivot to make prudent investment decisions. The author, Feiyu, draws on his long-term observation of the automated retail sector to outline four key risks: social civility, scarce locations, labor costs, and consumer habits.
肥鱼How Regional Managers Can 'Wisely Obtain' Distributor Promotional Resources?
In today's environment where manufacturer promotional resources are relatively scarce, how to cleverly 'obtain' distributor promotional resources to boost market sales and brand enhancement is a testament to the competence and excellence of regional managers, who are like 'frontier officials'. It also serves as a strong guarantee for regional managers to 'leverage force' and better establish a 'win-win, shared, and common' market. So, how should regional managers 'wisely obtain' distributor promotional resources for their own use? The following four methods may inspire you.
New DistributionHow Can New Salespeople Quickly Win the Favor of Distributors?
The author, a veteran who has mentored many newcomers, shares insights on why new salespeople struggle and how they can quickly win distributors' favor. Key strategies include adjusting mindset, building professional knowledge, clearly communicating benefits, maintaining a positive attitude, nurturing relationships, and taking action to help distributors.
吴明Distribution Rate Matters, but Handle These Four Key Relationships Well!
Some companies emphasize product distribution rate and market presence, believing that achieving 100% distribution is the key to retail success. Others focus only on key outlets and oppose high distribution rates, considering them uneconomical and costly. How should distribution rate be viewed correctly, and how should several relationships in distribution operations be managed?
New DistributionFive "Hidden Weapons" for Distributor Profitability
In the FMCG marketing chain, distributors are the closest controllable link to the market and consumers, making their profitability crucial for manufacturers. This article outlines five common strategies distributors use to generate profit, including sales markups, rebates, terminal fee interception, promotion interception, and leveraging manufacturer resources.
贺智勇Nine Peculiar Phenomena in Compensation Management: Do Distributors Know How to Solve Them?
Compensation assessment is fundamental yet crucial for distributors, but many face issues. This article analyzes nine 'peculiar' phenomena in distributor compensation management, offering insights for improvement.
张宇Year-End Special: The Most Detailed Practical Guide for Distributors Organizing Order Conferences
Order conferences are a common promotional format in the industry, used by manufacturers to boost sales and recruit more distributors. Distributors also actively imitate this, cooperating with the brands they represent to develop their own secondary wholesalers and terminal sales channels. Distributor order conferences can be categorized by customer type into those for distribution customers and those for sales outlets, and by venue into on-site and door-to-door conferences. This article focuses on on-site conferences. It outlines three objectives and two common pitfalls of order conferences, and provides a detailed operational guide from pre-conference research to post-conference follow-up.
New DistributionPromotion in Practice: Eleven Terminal Outlet Promotion Strategies
This article outlines eleven promotion strategies for terminal outlets, including single-product buy-one-get-one offers, product bundling, physical gifts, cash rebates, carton recycling, display rewards, visibility support, dedicated promoters, expense support, volume-based rewards, and customer recognition awards. Each strategy is analyzed for its application, benefits, and potential pitfalls, emphasizing the importance of maintaining price integrity and motivating dealers.
New DistributionHow to Bargain with Manufacturers?
Negotiation position determines everything. In the relationship between manufacturers and distributors, the party with higher status holds the power of discourse. Generally, distributors are smaller and weaker than manufacturers, but 'a mighty dragon cannot crush a local snake.' If a distributor cannot become a local power, even a weak manufacturer can dominate them. Some manufacturers stipulate that distributors cannot handle competing products, but that's only until they encounter a truly powerful distributor.
刘春雄Advice for Distributors on Product Selection
Distributors should not believe that manufacturers treat all dealers equally; they must first showcase their strengths to get favorable policies. Also, unrealistic expectations about product quality, price, and support are misguided, as manufacturers operate for profit, not charity.
New Distribution7 Common Mistakes in the Work of Regional Managers
Based on my observations of regional managers around me, many still have deficiencies in their work and obvious capability gaps. The main issues include: focusing on minor tasks while neglecting major ones, unclear understanding of the relationship between sales and costs, perfectionism, excessive meetings, unclear work strategies, confusion between employee and boss mindsets, and lack of organizational skills.
蔡海彬In the Off-Season, Should the Focus Be on the Market or on Sales Volume?
Market conditions: Since the weather turned cooler, beverage sales for all brands have entered the off-season, with a significant decline in sales volume. Manufacturers have adopted various promotional methods to stimulate the market and boost sales, but the results have not been as good as managers expected. A certain beverage brand has introduced one policy after another since September, each round larger than the last, but the effects have been progressively worse. What is the reason? The author's research reveals two reasons: (1) The market has a certain digestion cycle, but the manufacturer's policies lack a fixed cycle and are too frequent, leading to a halt in restocking and thus no effect. (2) The intensity of policies increases each round, making terminals indifferent to the policies, as they believe the next restocking may be more cost-effective, so they dare not stock up excessively.
王林The "Crawl", "Walk", and "Run" of Distributor Market Development
After visiting 100 distributor markets across the country, the author's biggest impression is that distributors have indeed changed, driven by macro trends and intense market competition. In this environment, distributors need a stable market to ensure stable sales, market share, and profits. The article introduces the "infant growth law" for new product market development, dividing it into three stages: crawl (single product breakthrough), walk (forming a product group), and run (forming a product structure).
周亮How Do Jing酒 Sales Representatives Master the Eight-Step Visit?
This year's Double 11 made Jing酒 popular again. By 24:00 on November 11, Jingpai's internet business achieved over 4 million yuan in single-day sales across all online platforms, with more than 16,000 orders, setting a new record. Besides online sales, Jing酒 also emphasizes offline basic work. Let's see how Jing酒 conducts terminal visits.
New DistributionSalespeople Disobedient, Obedient Ones Underperform, and Those Who Perform Don't Make Money: 80% of Distributors Fail Due to Poor Management. How to Break the Cycle?
This article explores why many distributors are losing money, attributing it to management failures such as unproductive sales teams and outdated sales methods. It recommends adopting sales management software to improve oversight and efficiency, and provides guidance on how to implement it effectively.
赵波Seven Bulk Food Display Techniques with Real Photos to Double Sales!
In recent years, as consumer habits become more diverse and casual, bulk snack foods have become a new favorite in daily consumption. More companies are focusing on the comprehensive benefits of bulk snacks and are increasing their efforts, even elevating them to a strategic level. 1 Bulk Snacks – A Force to Be Reckoned With Relevant data shows that the market demand for bulk snack foods in China is growing steadily, with the category expanding at a geometric rate, making it a force to be reckoned with in the food industry. In recent years, seizing the development opportunities of bulk snacks, the concept has expanded to include eight categories: jelly, candy, chocolate, bakery, nuts and fried goods, meat products, fruits and vegetables, and soy products.
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