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 148 of 193
10 Mistakes Distributors Make in Market Operations
Distributors are the builders of a company's market channels and terminals, and strategic partners in product sales. A professional distributor team is crucial for a company's growth, requiring careful selection, management, and training. Expert Guo Hanlao lists ten common mistakes distributors make, from neglecting brand building to failing to stock up in peak seasons, emphasizing the need for continuous training and cooperation.
郭汉尧Want Exclusive Dealers? Use the Four-Pronged Strategy: Divide, Entice, Pressure, Surround!
As long as some regions take action, we have a basis for punishing laggards. Accelerating the stratification of the originally united dealer groups is an inevitable process from collective hesitation to breaking the ice. Regardless of size or strength, every company desires exclusive dealers. This model, which requires dealers to dedicate all resources to a single brand or establish independent teams or exclusive stores, can transform dealers into quasi-subsidiaries or quasi-offices, greatly enhancing their cooperation and execution.
李政权From Zero to 50 Million in Annual Sales in 5 Years: What This Distributor Did...
During the golden decade of the baijiu industry, some distributors, platform operators, and brand operators seized opportunities to make quick profits, and even some non-industry bosses could make money by licensing a famous baijiu brand for national recruitment. However, in the past two years, the industry has undergone deep adjustment, sifting out the genuine from the false. Distributors without a base market or stable consumer base, especially traditional ones, have been falling away. Strictly speaking, cultivating a base market is the foundation for a baijiu distributor's survival and growth. Using a real case, the author explains how to build and strengthen a regional market.
朱奎林Want to Move Inventory? Use the Core 4 Steps and 14 Tactics for Hot Sales!
This article addresses common terminal channel challenges such as poor market conditions, lack of product movement, consumer rejection, and ineffective terminal salesperson work. It outlines a four-step approach to achieve terminal hot sales, as exemplified by companies like Yanghe, Langjiu, and Gujing: maximizing display, creating vivid atmosphere, normalizing customer relations, and branding promotions.
New DistributionThe Necessity of Digital Management for Distributors
In management, we often overlook the fact that it is numbers that reveal the truth of management, not the manager's personal estimates, predictions, or feelings. If managers ignore or are unaware of the value and role of numbers in management, they may be deceived by their own intuition, emotions, and experience, leading to completely wrong judgments and conclusions. For example, in a certain FMCG trading company, overall sales declined for three consecutive months, and the boss, overwhelmed by the declining sales performance, hired a consulting firm to find the cause. The consulting firm's systematic investigation and analysis revealed that the sales department's work and efforts were 1.5 times that of the same period last year, while the return amount of sold products grew at a rate of 20% for three consecutive months.
New DistributionCauses of Market Channel Disruption and Countermeasures
Distributors face channel disruption due to unreasonable sales targets, pricing policies that encourage cross-region sales, and lack of enforcement. To counter this, they should contractually protect their interests, gather evidence, negotiate, and if necessary, retaliate while maintaining integrity and building alliances.
New Distribution100 Essential Tips for Modern Sales Representatives
These 100 essential tips encapsulate the essence of modern sales and serve as the standards that sales professionals must strive to meet. They cover everything from preparation and product knowledge to customer relationships and persistence, aiming to help salespeople achieve success and continuous improvement.
New DistributionA Practical Model for Improving Distributor Internal Management
This article addresses common challenges distributors face in performance assessment and management, such as difficulties with old employees, lack of process indicators, and simple commission structures. It outlines eight common problems with distributor salespeople, eight dimensions to evaluate distributor management, five preventive measures to avoid common pitfalls, and four stages of distributor management evolution.
方刚With So Many Products, Which One Should I Distribute?
FMCG is a highly competitive industry with significant product homogenization. For many new distributors entering this field, the first question is 'Which product should I distribute?' Choice matters more than effort. Once a distributor selects the right product, sales and profits follow; conversely, choosing the wrong product not only makes work difficult but may also lead to huge losses. Based on professional experience, the author offers four suggestions for distributors planning to take on products or enter the industry: 1) Does the product have a large market capacity? 2) Does it have differentiated selling points? 3) Is the gross margin above 20%? 4) Does the company have concrete measures to jointly develop the market?
胡伟Build a Model Market! Model Market! Model Market! Important Things Said Three Times!
A model market serves as an example, and the power of example is infinite. In marketing, building a model market and then replicating it as a standard to expand market share is a common method. Since FMCG marketing emphasizes process control and terminal service, which increases management difficulty, the model market approach is particularly effective. Mr. Huang Erpin, based on years of practical experience, explains the construction of model markets in FMCG marketing from five aspects.
New DistributionCoca-Cola, Uni-President, and Mizone's Terminal Promotions: No Wonder Their Sales Are So High!
The fierce competition in the beverage industry has extended to the last meter of shelf display. To boost sales and attract attention, beverage companies employ various tactics, including multi-pack bundling, gift promotions, necker tags, tiered discounts, joint displays, and pallet displays.
New DistributionDealer Upward Management: 10 Essential Practices for Winning Over Manufacturers
Dealers, often in a weaker position, can actively manage their relationships with manufacturers to shift the balance of power. By mastering ten key skills—from risk and financial management to after-sales service—dealers can break conventional equilibrium and achieve 'dare to manage, and you will win.'
李玉国A Dumb but Effective Terminal Sales Method
This article discusses a persistent, service-oriented approach to selling to difficult retail stores, emphasizing repeated visits, setting small goals, and using service to break down resistance. It provides practical strategies for overcoming objections and eventually winning over stubborn customers.
魏庆老师Eight Strategies for Distributors to Expand Their Markets
Teacher Wei Qing will launch the industry's first live video training on the WeChat public platform on September 10, and this platform is honored to be one of the first to broadcast it. For those who want to improve their sales skills but cannot spare time for on-site training, this is an opportunity not to be missed. Details are at the bottom of this article. Looking at the overall food industry, facing fierce market competition, distributors are pondering the 'hard truth' of 'making big money,' wanting to plant dense 'little red flags' on their territory...
师顺宽Distributors, What Corporate Culture Do You Really Need?
Recently, the author communicated with a distributor friend who, after attending a training session at a manufacturer's annual conference, was excited and felt it was useful. The trainer emphasized that distributors should build a culture for their teams, not just talk about money, but also about future development and retaining excellent employees. This distributor, who was in a dilemma of only discussing money with employees, felt enlightened. However, when asked how he would implement it, he planned to create slogans and put them on walls to "fool" employees, which the author disagreed with, leading to a discussion on the true nature of distributor culture.
韩锋Salespeople, Why Don't You Earn Respect from Your Clients?
Recently, the author chatted with several frontline salespeople who complained that clients (i.e., distributors) don't respect them, and some even get scolded by clients. Despite being sent by the company to manage clients, they end up being managed by them, making their work difficult, with high pressure, poor performance, and no status or dignity in front of clients, leading some to consider changing jobs. The author believes this phenomenon stems from several reasons: 1) Salespeople's own low business capability, 2) Clients' poor quality and communication skills, 3) Clients' distrust of salespeople and preference for reporting to higher-level managers, 4) Regional managers' failure to delegate authority, and 5) The company's lack of respect for frontline salespeople.
New DistributionHow Distributors Can Build Their Own Base Market
Teacher Wei Qing will launch the industry's first live video training session on the WeChat public platform on September 10th, and this platform is honored to be one of the first to broadcast it. For those who want to improve their sales skills but cannot spare time for on-site training, this is an opportunity not to be missed. Details are at the bottom of this article. Survival first, development second. This is a market strategy aimed at using limited space to create local advantages, win a larger market share, effectively resist competitor attacks, and preserve and strengthen oneself.
师顺宽Practical Guide: How to Improve the Effectiveness of Distributor Team's Distribution
When manufacturers cooperate with distributor companies, the distribution work for new product launches is particularly important. Distributor companies typically handle multiple brands, and if the push for a new product launch is not strong, it may lead to distributor staff being indifferent to the new product, resulting in incomplete distribution and delayed launch progress. Therefore, motivating the distributor sales team's enthusiasm and pace is crucial. This article uses a case study to analyze common mistakes and provides practical suggestions for improving distribution effectiveness.
刘 雷Don't Tell Me You Know Poster Promotions! — 8 Tips to Win at In-Store Poster Promotions
To compete with rival products at the retail level, FMCG companies frequently run consumer promotions, making posters a crucial tool for conveying promotional information. Many companies and distributors complain that despite distributing nearly 2,000 posters in a small county, they are barely visible at retail, while competitors' posters remain prominent, and mom-and-pop store owners are reluctant to display them. This article shares eight pieces of advice on poster promotions to help improve effectiveness.
New DistributionMid-Autumn Festival and National Day Double Festival, Are You Ready as a Distributor?
Market research determines the promotional tone. Research mainly aims to obtain two aspects of information: first, competitors' current market policies and focus areas, based on which a reasonable plan is chosen. For example, if a market-leading brand focuses on terminal stores but neglects the catering channel, we can cut in from this gap and integrate some resources. Second, investigate consumers' preferences for promotional items in different regions. For instance, rural consumers prefer practical promotional items like daily necessities, while urban consumers prefer novel promotional items...
New DistributionHow to Make Hand-Drawn Posters More Effective?
A city manager at a beverage company asks how to make hand-drawn posters more effective for terminal display. The answer covers production tips (avoiding poor quality, bold layout, color contrast, and highlighting key info) and usage tips (proper posting and placement).
New DistributionMid-Autumn Festival Stock Pressure: How to Make It Truly Brilliant
With the arrival of the traditional Mid-Autumn Festival, the white liquor industry enters its peak sales season. Many companies struggling during the off-season hope to use this opportunity to 'press inventory' and turn things around, but despite various strategies, reality often disappoints. In essence, inventory pressure is a common phenomenon and inevitable in sales; the key lies in systematic thinking and marketing innovation to achieve genuine success.
师顺宽The Art of Borrowing People for Distributors
Case study: Xue, a 32-year-old distributor in a city in Jiangsu, has been in agricultural materials distribution for over three years. Starting as a mom-and-pop shop, he gradually grew to a small scale with two drivers and three sales staff, and recently obtained the distribution rights for a well-known brand, aiming to transform into a formal operation and pursue growth. Besides financial pressure and market expansion challenges, Xue faces a shortage of personnel due to high turnover. He then thought of leveraging the manufacturer's human resources...
New DistributionFour Rules for Sales Newcomers Managing Distributors
Wang Neng, a new FMCG salesperson with over a year of experience, was promoted to manage distributors but struggled, leading to failure. This article offers four key principles for sales newcomers to effectively manage distributors: stay humble, focus on data, care about the distributor's business, and integrate into their team.
刘 雷