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 146 of 193
Six Secrets of Yanghe Blue Classic's Fine Management of Group Purchase Channels
Yanghe Blue Classic has sparked a blue whirlwind in the liquor industry, drawing attention from all quarters. The secret to its success lies in a model encompassing five aspects: differentiated products, unified national communication, core terminal breakthroughs, group purchase to activate core consumers, and full involvement of manufacturer's sales staff in terminal management. The efficient execution of public relations group purchase strategies is the differentiated competitive means for Yanghe Blue Classic to break into the market. Secret 1: Developing socially resourceful clients as the top priority for group purchase.
远景咨询团队“Tricked” Without Negotiation: An Overview of Manufacturers' “Trickery”
In casual chats with distributors, one often hears that business is getting harder. The days when distributors could act like “bosses” in front of manufacturers are long gone. When selecting brands and products, they must keep their eyes wide open, or they may end up wasting time and money, like “losing both the wife and the army.” Nevertheless, many distributors, who became wealthy in the 1980s and 1990s through courage and opportunity, still cling to past glories in the 21st century. When dealing with manufacturers armed with new ideas, they often react passively, and some even fall into traps set by unscrupulous manufacturers (especially in the liquor industry, where new brands and tricksters abound each year), ending up like ST stocks with little hope of recovery. To help more distributors avoid these pitfalls, the author analyzes various manufacturers' tricks for reference.
唐江华20 Key Rules for Effective Distributor Management
This article outlines 20 critical rules for managing distributors, covering sales growth analysis, expense ratios, payment collection, policy compliance, product assortment, inventory management, promotional participation, and relationship building. It emphasizes the importance of regular visits, information sharing, and maintaining detailed distributor records to ensure effective management.
王荣耀Three Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all management, regulation, incentive, penalty, payment collection, and other profit-driven policies related to advertising, promotion, and systems can be categorized under 'channel policy.' Given the broad concept of channel policy and the aim to be substantive, the author focuses on the distortion of trade promotion policies for weak brands and preventive measures. For weak brands, increasing product distribution reach and depth is a marketing priority, with relatively generous trade margins and additional promotional benefits serving as key tools against strong brands and direct competitors.
李政权The Basic Law of Dealer Internal Operations Management
As a crucial link in the commercialization of products, dealers are strategic pieces for manufacturers and indicators of product popularity for retail outlets. For dealers themselves, rapid development, adaptability to market dynamics, and standardized operations are fundamental to growth. Internal management is the most basic step toward standardized operations, beyond strategic planning. Often, dealers excel in external business development but neglect internal management details. Establishing and executing internal systems, including behavioral norms, reward and punishment mechanisms, attendance policies, and business standards, is essential for transitioning from a small family business to a professional enterprise.
New DistributionWhat Does Customer Management Really Entail for Account Executives?
To deepen market management and control, many large and medium-sized FMCG companies set up offices nationwide. The office head (director, regional manager, sales supervisor, business representative, etc., collectively referred to as the manufacturer's representative) manages distributors in their area to control the market, which is their most important duty. However, in practice, many offices (especially those of state-owned or private enterprises) are ineffective, merely serving as customer liaisons, unable to control the market or manage customers effectively. The root cause is either not knowing what to manage or not knowing how to manage.
罗建幸A Dumpling-Triggered 'Cold' War
The article recounts the fierce competition in China's frozen food industry, focusing on the rivalry between Sanquan, Longfeng, and Wanchai Ferry. It details how Sanquan rose to dominance through strategic moves, including leveraging new national standards to outmaneuver competitors, ultimately acquiring Longfeng in 2013.
路胜贞How Distributors Should Handle Employee Job-Hopping
Job-hopping has been around for years, but strictly speaking, it should be called 'climbing' rather than 'jumping,' as not all moves are upward. While job changes can be a means of career development, frequent hopping is inadvisable at certain career stages. This article focuses on the boss's role in employee turnover, highlighting common mistakes and offering advice on retention.
马斐Survival Strategies for Small Wine Distributors: Product Selection
As the baijiu industry rapidly develops, distributors face increasing pressure from upstream and downstream, leaving limited room for growth. Large distributors leverage resources and capital to transform, but small and medium distributors must follow survival rules to avoid risks. When asked what they lack most, small distributors often say: people and good products. This article outlines nine principles for selecting products to mitigate risks.
New DistributionChoosing the Right Distributor: Make Your Product a Hit!
Choosing the right distributor can make your product a success, while a wrong choice can lead to failure. To develop distributors, follow these steps: first, study your competitors' distributors; second, walk the market to filter potential candidates; third, evaluate them during the first meeting; and finally, conduct background checks. This systematic approach will help you find a distributor that is a perfect match.
刘春晓Shoes Must Fit: The Art of Talent Management for Distributors
Distributors differ from entrepreneurs in that they lack their own brands and products, relying on manufacturers, which leaves them with little proprietary value beyond profits. Talent scarcity is a major headache, as top talent tends to be recruited by manufacturers, leaving distributors with second-tier or third-tier talent. This article advises distributors on talent management, emphasizing that the best talent is not necessarily the most suitable, trust is more important than salary, and timing and rules are crucial.
赵志刚Five Taboos for Sales Representatives Dealing with Customers: Do You Have Them?
Sales representatives often interact with customers, and frequent contact naturally leads to familiarity, with customers sometimes treating them as friends. However, over-familiarity can lead to unintentional mistakes or even principle errors. The following are common taboos that sales representatives tend to overlook when dealing with customers: First taboo: Speaking ill of customers behind their backs. Sales representatives are often eloquent, which is both an advantage and a disadvantage. The advantage is the ability to clearly explain company strengths and competitor weaknesses, product features, and sales policies, and to persuade customers with emotion and reason. The disadvantage is the tendency to inadvertently speak negatively about customers behind their backs.
New DistributionIf You Go All Out in Peak Season and Sleep in Off-Season, Your Market Is Doomed!
As the saying goes, "One autumn rain brings one chill." With the autumn wind and the first autumn rain in the north since the start of autumn, the off-season for beer is approaching. During recent market visits and surveys, I noticed many salespeople either staying in hotels without going out or sitting in distributors' shops chatting with them. I found this strange—has the off-season really arrived? Are salespeople truly idle? When I asked why they weren't developing and visiting wholesalers and retail outlets, the answers were strikingly similar: with the rain and cooler weather, the beer off-season is coming, and distributors, secondary wholesalers, and retail outlets still have inventory. As the Mid-Autumn Festival approaches, they're focusing on baijiu brands, selling only a few cases a day, so they're not very welcoming.
师顺宽Marketing Jargon Compendium (Collector's Edition)
This article is a comprehensive glossary of marketing and retail terminology, covering channels, promotions, product concepts, and market strategies, with detailed definitions and examples.
New DistributionWhat Should Imported Food Distributors Pay Attention to When Selecting Products?
As the saying goes, a good distributor finding a good product is like finding a gold mine. For distributors, how to find and tap into good products? What skills are needed? Based on years of experience in imported food operations, the author discusses key points for handling imported foods: understanding imported products, professional sales staff, product portfolio, market sensitivity, risk control, and continuous learning.
DreamingMultiple or Exclusive: Distributors Must Know Their Own Limits
In the TV drama "Brothers," the honest Yu Dahai often says, "Eat according to your capacity." This simple saying highlights the relationship between earning ability and personal strength. The story illustrates that one's capability must match the difficulty of the task, and this principle applies to distributors choosing between multiple or exclusive agency models.
New DistributionHow to Prevent the "Aftermath" of Overstocking After the Holidays?
Overstocking is a double-edged sword; if you don't consider the distributor's perspective, it can cut you. Conversely, if you effectively manage the aftermath, it can help you carve a path in the market. Overstocking, also known as channel stuffing, involves pushing inventory far beyond normal sales into the market and various channel levels, especially primary commercial channels, typically at year-end or special periods. From a company's perspective, overstocking can boost sales, but it carries risks if not managed properly.
哲宇策划Deep Distribution Will Become a Thing of the Past!
In 2010, I wrote an article predicting that tissue paper companies would fully enter the era of deep distribution. At that time, only Hengan Group among the top four tissue companies had adopted deep distribution, starting around 2003. Today, companies like Gold Hong Ye Paper, Vinda, C&S Paper, Shandong Dongshun, Shanghai Jieyun, and May Flower have successively joined the ranks of deep distribution. Why exactly should companies engage in deep distribution? What are its benefits? Is it still worth continuing this model? Many executives have likely pondered these questions, as deep distribution was once a panacea in Chinese marketing, contributing significantly to its success. FMCG companies benefited the most, such as P&G's manufacturer-retailer integrated small store model, Coca-Cola's 101 project, Master Kong's sales office model, and Lanju's township distribution model. However, today I argue that deep distribution will become a thing of the past. Any model is limited by time and space, but the main reasons are as follows.
梁胜威Four Strategies to Track Sales Representatives' Whereabouts
A company created barcodes for terminals to monitor sales reps' visits, but one rep faked visits by using counterfeit barcodes. To manage such issues, regional managers can use four methods: requiring detailed sales diaries and plans, spot checks via communication tools, verifying travel receipts, and conducting secret market inspections.
朱波16 Simple Ways to Plug Profit Leaks and Save Thousands per Vehicle for Distributors
Vehicle-related expenses can drain thousands of yuan annually per vehicle through fuel, maintenance, private use, and parts swapping. This article offers 16 practical management measures, including painting license numbers on parts, installing GPS and dashcams, publicizing fuel and maintenance records, and setting speed limiters, to help distributors reduce costs and improve oversight.
New DistributionSupporting Distributors: Give Them What They Need
Manufacturers do not sell goods to distributors but sell through them, making them comrades in the same trench. Since distributors are weaker, manufacturers' support is essential for mutual growth, accelerating sales, expanding market share, and building a strong alliance. Distributors often request advertising, promotions, entry fees, rebates, etc. How to support them? Not by blindly meeting all demands, but by tailoring support to their specific needs based on their stage and type.
韩亮21 Consumer Promotion Tactics! Save Now
Consumer promotions are essential for accelerating product sell-through and driving market success. This article outlines 21 common consumer promotion formats, including free samples, coupons, new media engagement, discounts, buy-one-get-one offers, in-pack prizes, loyalty points, sweepstakes, and more, providing practical examples and implementation tips.
真知社团队Distributors' Techniques for Quick Turnover
Distributors should adopt a quick in, quick out approach for short-term products to earn extra profits, respond to competition, and boost sales. This involves selecting products with good appearance, low price, and brand association, and using rapid distribution, shelf placement, and consumer promotion strategies.
王同、唐江华Exclusive Video Release: Teacher Wei Qing's Universal Terminal Visit and Sales Model
On September 10, Teacher Wei Qing launched the industry's first live video training session on the WeChat public platform, titled 'Excerpts from the Universal Terminal Visit and Sales Model'. This platform is one of the first to release the video. Today, we publish the video for those interested to learn. The course covers detailed universal visit and sales skill models, including analyzing product structure from 11 dimensions, calculating terminal profits from 25 dimensions, and other combination tactics.
魏庆老师