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 145 of 193
Pathways to Achieving Incremental Growth and Efficiency in FMCG Regional Markets
Sales growth is an eternal topic for any regional market leader, requiring careful thought and countermeasures. However, in reality, regional managers or operators often repeat 'yesterday's story'—ignoring internal factors and emphasizing external elements, as shown in two situations: negative attitudes and excessive reliance on policy support, or focusing on quantity over quality. This article analyzes these pitfalls and proposes five concrete pathways for healthy regional development.
邓杰Golden September and Silver October Candy Peak Season: This Display Strategy Can Double Sales
As the golden September and silver October candy and snack sales peak season arrives, distributors are rushing to stock shelves while retail stores gear up for a mini sales boom. Good product display is a store's first business card; customers who see refined and user-friendly displays are more likely to make impulse purchases, leading to impressive sales results. Therefore, patience and persistence in studying and practicing product display are essential.
New DistributionNine Common Mistakes Manufacturers Make in Managing Distributors
This compilation of distributor management issues is from the perspective of the manufacturer's headquarters, not the sales staff. It requires the manufacturer's boss to think about and address, not just the salespeople. Although there are industry differences and many variations among manufacturers, there are still many common issues in distributor management, such as: 1. Insisting on not finding reasons within oneself; 2. Insufficient understanding of distributors; 3. Insisting on using the manufacturer's values and thinking patterns; 4. Trying to directly reform distributors; 5. Ignoring the actual executors; 6. Single profit model; 7. Homogenized management methods; 8. Not paying attention to changes in distributor needs; 9. Relying solely on the personal energy and professional ability of sales staff.
潘文富Distribution in Practice: Criteria for Evaluating Success or Failure
The effectiveness of the initial distribution during product launch in a regional market is often a key determinant of success or failure. This article outlines eight common signs of failed distribution and six characteristics of ideal distribution, providing a framework for planning and execution.
朱志明Autumn Sugar Selection | "First-tier brands have thin margins, second-tier brands have weak terminals, and third-tier brands die fast!" How to choose products to make money easily?
With the Autumn Sugar Fair approaching, distributors are preparing to find several best-selling new products. Each distributor will select products based on their local market conditions, which brings up the issue of combining old and new products. To make money, besides considering the product's selling points, one must also think about the product portfolio. How can you optimize your product mix to easily earn more profits? Among the products you distribute, which ones are "profits" and which are "weapons"? The following analysis from the Distributor's Home editor calculates which combination model is best.
New DistributionFive Key Battles in the Peak Season: Doubling Sales Is Not a Myth
As the peak season approaches, many baijiu manufacturers are gearing up for the holiday battle, aiming to capture the largest share of the massive baijiu consumer market. This article outlines five common battles in peak-season baijiu sales and provides step-by-step strategies for each, including terminal, distribution, group purchase, circulation, and banquet battles.
New Distribution20 Sales Test Questions: Test Your Sales Ability
This article presents 20 multiple-choice questions designed to assess sales skills, covering scenarios from handling product inquiries and customer objections to closing deals and managing time. Each question offers four response options, and a scoring table is provided to evaluate performance.
New DistributionA Seasoned Sales Veteran's Practical Insights: Better Than 10 Sales Training Sessions
1. When chatting with clients, salespeople should avoid excessive technical and theoretical topics; instead, focus on current news, weather, etc. Therefore, salespeople must regularly read books and magazines on economics and sales, especially daily newspapers, to stay informed about national and social news, which often serve as the best conversation starters, preventing them from appearing ignorant or shallow. 2. Regarding the four hours in the evening for salespeople: a salesperson's success largely depends on how they spend those four hours.
New DistributionSystem Analysis: Why Products Don't Move at the Terminal
Products sitting on shelves often fail to sell, leaving many companies puzzled. This article explores the underlying causes, from strategic issues like brand building and packaging design to tactical factors such as display, promotion, and channel management, offering insights to address the problem effectively.
王济保12 Problems That Make Distributors Refuse to Represent Your Product—Are You Guilty?
Distributors are increasingly rational and selective when choosing new products, often rejecting those that consumers don't like, lack brand awareness, or don't fit their product structure. To succeed in recruiting distributors, manufacturers must understand local market needs, offer reasonable profit margins, and establish cooperative models that are flexible and respectful.
钟娜、王赫Seven Weapons for Distributors to Win Over Manufacturers
Almost all distributors complain that business is difficult, attributing it to external factors like competition, yet they fail to see their own problems. This article outlines seven strategic 'weapons' for distributors to replace outdated and unethical tactics, fostering mutually beneficial relationships with manufacturers.
史贤龙Graphical Management of Small and Medium Outlets
Common problems with small outlets: 1) Low sales per outlet and high service costs; 2) Salespeople skilled at visiting these outlets are hard to manage; 3) Owners of small and medium outlets often have low education, making them seem difficult to deal with, and new salespeople often fear them, making it hard to recruit and train salespeople for these outlets. These factors severely limit distributors' enthusiasm for developing small and medium outlets, while manufacturers' salespeople, often more educated, lack experience in visiting small outlets and are even more fearful, offering little help. So how can distributors be assisted in developing small outlets? First, map out the distribution of small outlets.
New DistributionDealer's Conventional and Unconventional Promotions
Dealers prefer promotions as a marketing tool to ensure rapid product sell-through at the terminal, often with minimal manufacturer support or independently. They aim for high output with low input, leading to small-scale, low-cost, single-form, and frequent promotions. This article discusses the forms, characteristics, applications, pitfalls, and operational points of both conventional and unconventional promotions.
New Distribution8 Analysis Dimensions, 4 Simple Actions, Every Move Boosts Sales
1. Reasons for slow terminal sales: (1) How many terminal outlets are in the market? What is the distribution plan? How much has been completed? What is terminal inventory? (2) Which channel is selling poorly? What are the reasons? (3) Is there a terminal merchandising standard? How is it executed? (4) Is the product in the best display position? Is it better than competitors? Is it covered by competitors? (5) Do key terminal personnel know the product's pricing policy? (6) Are the leading stores and core streets in the local core area controlled by the company? Is the store image up to standard?
刘文新Six Weapons for Product Sell-Through at the Retail Level
Many companies face a common dilemma: after successfully recruiting distributors and stocking shelves with a new product, they expect smooth sales, but suddenly find the product isn't moving at the retail level. This article explains why new products stall at the point of sale and offers six proven retail promotion tactics—free samples, market merchandising, personal selling, sweepstakes, price discounts, and premiums—as effective 'weapons' to drive sell-through and secure market success.
New DistributionMarket Downturn and Tough Business: How to Manage Staff, Promotions, and Outlets?
In recent years, many major brands in the food and beverage industry have hit bottlenecks, and many distributors feel that business is tough. Behind these phenomena lies a downturn in the food industry's economic situation. This article discusses how distributors can respond to the sluggish market by focusing on efficient management strategies, including standardized market management, strategic market competition, systematic personnel management, rational promotion methods, and imposing terminal management.
李临春How Do FMCG Salespeople Develop Blank Outlets?
In the face of increasingly fierce competition, every product is actively developing new outlets—circulation, special channels, catering, supermarkets... You want to fill this blank outlet, and so do others. Therefore, store owners face many such salespeople every day, and numbness is inevitable. So, in almost every store you enter, the owner will repeat these phrases: "Business is bad," "It doesn't sell," "Not needed," "We already have this," "I'm not interested"... If you simply turn away because of the owner's refusal, you won't cover many stores in a day...
New DistributionUni-President vs. Master Kong: Single Product vs. Terminal, Who Will Win in the Future?
Uni-President focuses on single products, achieving success with individual items, while Master Kong emphasizes terminal channels, even winning over Pepsi. Both Taiwanese brands leverage their strengths, with Uni-President innovating products and Master Kong dominating distribution. Uni-President's CEO claims to have stopped paying attention to Master Kong, signaling a shift towards product-centric strategy.
关公How Can Distributors Make Easy Money? Let Me Calculate It for You Line by Line!
A distributor's profitability and ease of making money are directly related to their product portfolio. When selecting new products, besides considering whether the product has selling points, one must also think about how it fits with existing products. Among the products distributed, which ones are "profit" and which are "weapons"? Below, the editor of Dealer's Home calculates which portfolio model is best, analyzing as follows: the different characteristics of three types of brands.
New DistributionFive Observations, Eight Questions, Four Checks, and Ten Key Points for Retail Visits: Essential for Terminal Store Inspections!
This article provides a comprehensive guide for terminal store inspections, detailing five observations (display, sales staff, promotions, products, and opportunities), eight questions (sales, products, promotions, store conditions, consumer feedback, barcodes, customer relations, and training), four checks (sales data, inventory, promotional materials, and sales staff reports), and ten key points for retail success (product, price, placement, POP, key tools, main push, inventory, in-store staff, periodic promotions, and competitor information).
New DistributionThe "Three-Four-Five-Six" Rules of Terminal Sell-Through
Sales volume equals terminal count multiplied by turnover rate and product variety. The more terminals covered, the faster individual product turnover, and the richer the product mix, the easier it is to achieve terminal sell-through. However, it's easier said than done. Currently, difficult sell-through is a headache for companies and distributors. Without sales, there's no profit. Achieving sell-through requires meticulous market cultivation, which means activating people and terminals; otherwise, it's just warehousing. Products sitting in warehouses naturally don't sell. How does sales volume come about? The effect of covering one terminal versus ten thousand terminals is vastly different.
方刚Three Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all policies related to management, regulation, incentives, penalties, payment collection, and other profit-driven measures—such as advertising, promotions, and systems—can be categorized under "channel policies." Given the broad nature of channel policies, the author focuses on the distortions in trade promotion policies for weak brands and their prevention. For weak brands, increasing product distribution reach and depth is a key marketing priority, with relatively generous trade margins and additional promotional benefits serving as important tools to counter strong brands and direct competitors.
李政权Decoding the Ten Major Gaming Mindsets of Channel Customers: To Sell Well, You Must Understand Them All!
When dealing with channel customers, salespeople often face tricky questions, such as whether a neighboring wholesaler has stocked a product. This reflects complex channel psychology, and mastering it is key to responding correctly. In marketing practice, we inevitably interact with numerous channel customers, and understanding their mindsets is essential for success.
New Distribution14 Demonstration Display Images to Show You How to Increase Average Transaction Value
The quality of product displays in hypermarkets significantly affects supermarket performance, as face-to-face selling allows staff to introduce products, while self-service shopping cannot. Therefore, how to make products displayed in the store tell customers their unique charm and drive sales has always been a major research topic in the retail industry. Most stores want to establish a low-price image to attract customers, but how can they create a low-price image that brings in crowds without meaning overall low prices? Our goal is to strengthen the price image while ensuring a high average transaction value and profit margin, so that customers unconsciously increase their purchase amount.
New Distribution