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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4623 articles · Page 144 of 193
Distributors, What to Do When You Lack Product Advantages
Although most manufacturers are confident in their products, this confidence alone is not enough; it must be shared by distributors, who are the first consumers of the products. While there are many ways to boost distributor confidence, such as increasing advertising and promotional investments, these methods are costly and time-consuming. A more practical approach is to leverage the quality of the sales team, selling the people first before selling the product.
潘文富Breaking: Jack Ma Enters FMCG Supply and Distribution, Alibaba to Bypass Distributors for Direct Store Delivery—This Time the Wolf Is Really Coming!
Yesterday, Feiyu posted an article titled 'Breaking: Alibaba Giant Enters FMCG Offline, How Long Can Traditional Distributors Survive?' mentioning that Alibaba officially launched its retail version of 1688 services, entering the traditional FMCG supply and distribution sector, bypassing distributors and secondary wholesalers to directly supply retail stores. The author's first reaction was shock, followed by fear, as this model, if successful, could completely disrupt China's retail distribution system and potentially eliminate the distributor industry that has existed for over 30 years.
赵波Four Chronic Problems in Salesperson Management
1. Nepotism. This is the most common mistake made by family businesses that start from scratch. Individual bosses who start from scratch find every penny hard-earned, so 'reliability' naturally becomes the highest standard for selecting talent. Who is most reliable? Of course, family members. Thus, in such enterprises, the promotion of salespeople becomes a showcase for peripheral relatives, whether distant relatives, close neighbors, or fellow townspeople. When a company promotes salespeople not based on their own abilities and market performance but on kinship, the result is that excellent salespeople do the work while trusted salespeople hold the positions.
New Distribution15 Techniques for Salespeople to Close Deals Quickly and Effectively
To close deals with customers and achieve sales goals, different closing strategies should be adopted based on different customers, situations, and environments to maintain the initiative and complete transactions as soon as possible. When attempting to close, once the closing opportunity is grasped, the negotiation should be concluded early. Even if the customer is still hesitant, it doesn't matter; as long as their purchase desire is strong, encourage them to buy, and the chance of closing remains high. The following introduces 15 closing techniques that should be flexibly applied to different customers.
New DistributionTo Sell Candy Well, Displays Must Be Strong
Good display is the first business card of a store. When customers see exquisite and user-friendly product displays, they not only quickly engage in shopping, but also bring about impressive sales results for the merchant. Therefore, product display requires patience and persistence in research and practice.
New DistributionStarting Points and Pitfalls in the Corporate Transformation of Distributors
Pan Wenfu's 2015 public course "Distributor Internal Management" will be held on November 7-8 in Wuhan, Hubei. Interested distributors can see the detailed introduction at the bottom of this article. Although distributor bosses have registered companies and set up departments, offices, middle managers, and rules, the core of their operations and management remains at the level of a wholesale market. In short, they have the "shell" of a company but the "core" of an individual business. Now, upstream manufacturers and downstream terminals are changing, so having just a company shell is useless. After registration, the next step is deep corporate transformation to achieve true corporate operation, enabling effective connection with external partners and laying the foundation for networked, systematic, process-oriented, and standardized development.
潘文富10 Specific Implementation Methods and Control Points for Trade Promotion
The effectiveness of a company's promotion is determined by two main factors: accurate promotion (using the right promotion method at the right time and market environment) and thorough execution (detailed arrangement and actual implementation of each step). For new product launches, trade promotion is a powerful tool to encourage channel merchants to stock and display new products. This article details ten common trade promotion methods for new product launches, including dealer order conferences, price discounts, sales contests, wholesaler purchase bonuses, and more, along with their execution details and control points.
魏庆老师Distributor Staffing Principles: Character First, Attitude Second, Ability Third!
In distributor management, cooperation between departments and individuals is inevitable, making the choice of employees and partners a real issue worth pondering. The principle is to prioritize character, then attitude, and finally ability, as these determine long-term success and collaboration.
New DistributionHow Should County-Level Distributors Be Managed?
For manufacturers, issues like county-level distributor instability, poor market operation capability, and low loyalty are common topics. However, these problems also occur with prefecture-level and provincial-level distributors, and current county-level distributors are essentially early-stage prefecture-level distributors. As for solutions, countless experts have repeated the same few approaches for over a decade without progress, leaving the root problems unresolved.
潘文富No Doubt, Distribution Channels Are Your Lifeline
Since running this public account for over a year, I've met many FMCG distributor friends nationwide. The most common topics they discuss include product evaluations, market viability, slow-moving inventory, cross-regional dumping, unmet sales targets, intense competition, and losing agency rights. Beneath these surface issues lies a common root: insufficient channel power.
赵波Distributors: Several Aspects to Pay Attention to When Signing Distribution Contracts
Currently, most distribution contracts signed between manufacturers and distributors are standard form contracts developed by manufacturers' legal and business experts, leaving distributors with little say and even the choice of contract terms dictated by manufacturers, often contradicting daily operations. This situation is objectively caused by both parties, as manufacturers hold significant power in regional markets while distributors focus only on direct benefits like price differences and rebates, neglecting price protection and market order. The article discusses common misunderstandings, traps, and principles for correctly signing distribution contracts.
王军庆22 Refusal Response Scripts for New Product Distribution at Retail Outlets
This article provides 22 scripts for sales representatives to handle retailer objections when introducing new products, covering concerns about demand, shelf space, profit, pricing, and more, with the goal of overcoming resistance and securing orders.
New DistributionUnder High-Speed Pressure, RIO Loses Balance
Recently, RIO cocktails, which had been performing well, have been hit by a series of bad news. After inventory issues, the old problems hidden under its rapid development are also emerging one by one. Growth is slowing down, and the company has had to adjust its profit expectations.
淮纯菊Salesperson: Are You Selling Yourself or Selling Goods?
Everyone knows that without process there is no result. The results of doing business are simple: performance and payment collection, further speaking, profit contribution. What about the process? That is the common business execution work, such as market coverage, display, customer relations, and promotion activities. However, these process tasks are done every day, spending a lot of manpower and resources, seemingly all the necessary work is done. But the actual results are still mediocre. Bosses complain that employees are dawdling, and employees complain that the business work is too difficult. There is always a reason for everything. Here, we switch to a most fundamental perspective...
潘文富Four-Step Rule for Improving Weak Markets
Markets are created, leading to differences between strong and weak markets. Weakness indicates problems that must be solved. A four-step problem-solving rule must be remembered: 1. Identify the problem, 2. Analyze why, 3. Determine how to solve it, 4. Verify the solution. For example, if your product struggles in the market, there may be four reasons.
New DistributionWahaha's Joint Distribution System Is Actually Somewhat Hollow
Wahaha's joint distribution system has been widely praised by media and experts, and even cited by Harvard Business School as a case of Chinese channel innovation. It is said that Zong Qinghou's victory over Danone was largely due to this system. Some experts even believe that the secret to Wahaha's sustained success lies in its joint distribution system, which they consider its core competitiveness. Many new FMCG entrepreneurs highly admire this system, attributing Wahaha's strong sales solely to it, and deifying the role of distribution channels. However, this mindset is dangerous and needs to be tempered with some cold water.
谭霁刚Counterattacking Internet+: A Dialogue with Business Magician Lao Shen
Business magician Lao Shen discusses how distributors can leverage Internet+ to break through. With rising costs, blocked distribution, and customer loss, the FMCG industry faces a harsh winter. On November 6, a heavyweight dialogue among 100 elite distributors seeks to find a way out, offering a free course valued at a million.
New DistributionYou Too Can Become an Expert! Building a New Type of Distributor Organization with Core Competitiveness
Due to manufacturers' flattening strategies and the growth of modern trade channels, traditional distributors face unprecedented pressure. Transformation and growth are urgent, but many distributors see only difficulties and lack direction. By identifying their core competencies and becoming experts in areas like product mix, pricing, channel management, market research, and logistics, they can thrive and secure their future.
New DistributionHow Can Manufacturer Sales Reps Get Dealers to Dare to Invest?
For most manufacturer sales reps, getting their dealers to spend money is often harder than climbing to the sky. Dealers are usually cautious about investing in local brands, markets, and especially terminal activities. They either stay put, pay lip service, or only invest after seeing the manufacturer put in money. The key to getting dealers to invest willingly is to use the 'big benchmark, on-site meeting, and resource integration' approach.
韩锋Common Misconceptions of Distributors in Managing Veteran Employees
Veteran employees are either a company's asset or its biggest adversary, depending on whether the boss has been harmed by them. While some bosses value veterans for reasons like loyalty, responsibility, familiarity, and experience, these reasons often reflect one-sided thinking. This article debunks six common rationales, urging bosses to view veteran employees objectively and manage them with rational analysis rather than sentiment.
潘文富Survival Strategies for Distributors in a Slow Market
In business, not everything goes smoothly, and various problems are normal. While any problem can be solved technically, the core is the cost of solving it, and before solving, one must understand the problem behind the problem. The ultimate goal of business is to make money, which comes from increasing revenue and reducing costs. Currently, with a sluggish market, increasing revenue is difficult, so distributors should shift focus to internal management and cost control to save money, which is also a form of profit.
潘文富Ouyang Qianli on Crowdfunding: My Wife Deserves the Credit
There is much talk about crowdfunding online, with large sums involved, but I prefer to trust stories from my own circle. I'd like to share my experience: I was deeply involved in Kaoshang Liquor, which went from having no brand, channels, or consumers to selling 300,000 bottles in a year. On August 20, 2015, I started a venture with my wife Xiaoyu, creating Crystal Gourd Wine (a fine liquor unavailable in stores).
欧阳千里The Essence of Wu Ziran: How Wine Distributors Can Excel in Internet+
To discuss Internet+, one must first analyze the new characteristics of the Internet era: time value far exceeds spatial value; professional value can always be discovered; information flows at near-zero cost; flattening reduces hierarchy; and large-scale collaboration is highly efficient and low-cost. These traits demand that businesses operate 24/7, focus on core competencies, embrace social media, and adapt organizational structures to remain competitive.
本质吴自然What Aspects Should Distributor Management System Establishment Start With?
When discussing how to establish a distributor management system, it is essential to recognize that wholesalers, especially terminal wholesalers, constitute a large proportion of the distributor base, often characterized by low education levels, poor marketing awareness, and loose management, particularly in the FMCG sector. Over 90% are individually operated, with few having sound management systems or professional marketing teams; many are 'mom-and-pop' shops with varying management levels, making it difficult for most to achieve efficiency through management. This article outlines six key areas for building a competitive management system: human resources, finance, marketing, product management, manufacturer-distributor cooperation, and training.
戚海军