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 151 of 193
How Should New Sales Representatives Be Trained?
This article compares the training and development of two new sales representatives, Xiao Li and Xiao Wang, who joined the same liquor company on the same day but were assigned to different markets. After one year, Xiao Wang was promoted to sales supervisor while Xiao Li left the company. The article highlights the importance of clear goals, specific work methods, and performance evaluation standards in cultivating excellent sales staff.
袁会文Dealer Management Actions Decomposed (Part 7)
This section reviews common pitfalls in dealer selection and provides a detailed action process. It then focuses on techniques to stimulate dealer cooperation willingness, including negotiation skills, creating a conducive environment, being sincere yet shrewd, building momentum before negotiation, and using two-way communication to guide dealers.
魏庆Adapt and Overcome: 6 Strategies for Mastering In-Store Displays within Supermarket Rules
This article explains that supermarket display rules are not rigid; true mastery involves adapting to each store's specific constraints. It provides six strategies, including understanding the essence of displays, practical techniques for securing and maintaining display space, and tips for special displays and developing cold zones.
魏庆Practical: Distribution Selling: Half Distribution, Half Winning Hearts
Distribution has always been valued by companies and merchants. Through effective and appropriately scoped terminal displays, making products visible to consumers is the prerequisite for sales. Merchants often spare no expense to buy out terminal supply and display rights, highlighting the importance of distribution. If sales were compared to flying, the period before the plane enters the runway would be the 'preparation phase' of product development, while the plane's takeoff run would be the distribution selling stage. At this stage, some sales have already occurred, naturally due to products being placed on shelves, but whether large-scale sales will form remains unknown.
宁利新How Should Distributors Manage Their Cash Flow?
For distributors, cash flow is as vital as blood is to the human body. Managing it well requires distinguishing between different types of capital occupation—long-term, fixed, bad debts, short-term, and cash—and taking targeted actions to convert idle funds into active ones, shorten payment cycles, and increase cash-on-delivery sales.
董小全There Are No Employees Who Can't Be Managed, Only Supervisors Who Don't Know How to Manage
Because of my consulting work and as an FMCG distributor, I often spend time with business owners, and we frequently discuss management topics. Most owners complain that today's employees, especially those born in the 1980s and 1990s, are difficult to manage; they demand good working environments, benefits, and even fun at work. However, I usually smile and stay silent on this topic because I hold the view that 'there are no employees who can't be managed, only supervisors who don't know how to manage.' This article explains why I hold this view.
梁胜威Dealer Management Actions Decomposed (Part 6)
This section reviews the eight key considerations for dealer selection and then presents a simulated scenario to illustrate the step-by-step process a salesperson should follow when selecting a dealer in an unfamiliar city. It emphasizes avoiding common mistakes such as preconceived notions and hasty visits, and provides a detailed workflow for market research, terminal investigation, and negotiation to secure a committed dealer.
魏庆Display Rhymes and Display Diagrams: Clear at a Glance, Learn and Apply!
Scientific, reasonable, and aesthetically pleasing supermarket product displays attract consumers' attention, stimulate purchases, and boost sales. This article explains key display principles through practical diagrams and easy-to-remember rhymes, helping retailers improve their store displays.
New DistributionDealer Management Actions Decomposed (Part 5)
This article reviews the six criteria for selecting dealers and discusses additional considerations, including the prioritization of these criteria, the importance of selection quality, the need for decisive action with new dealers, the optimal product line length for dealers, leveraging second-tier customers, inducing dealers from other industries, and avoiding state-owned dealers. It also introduces the use of a dealer evaluation form as a training tool.
魏庆The Four Types of Salespeople Most Liked by Distributors: Do You Measure Up?
When visiting distributors, the author often hears complaints about salespeople being irresponsible, inconsiderate, dishonest, and slow to resolve issues. Many salespeople work for years without understanding what distributors truly value. This article outlines four types of salespeople that distributors appreciate: advisory, benefit-seeking, problem-solving, and hardworking.
梁胜威Ten Pictures: What Makes an Excellent Salesperson Stand Out?
As products enter the off-season, many salespeople start to relax, thinking they can slack off since sales are hard. But the boss isn't foolish; why do others get raises and promotions while you don't? This article compares ordinary and excellent salespeople in ten aspects, from attitude towards work to career planning, highlighting the key differences.
袁会文How Should Distributors Flatten Their Distribution System? These Three Strategies from Major Distributors Are Effective!
Flattening was once a key strategy for liquor companies to break through sales bottlenecks, aiming to control sales channels by simplifying sales levels. In this strategy, distributors, as intermediaries between manufacturers and terminals, are inevitably flattened. Therefore, distributors must consider how to flatten themselves before the company does. Additionally, in the context of industry oversupply, distributors can only achieve growth by deeply exploring the potential of each terminal. This article summarizes three measures for distributors to flatten their distribution systems and analyzes the conditions and timing for successful flattening.
New DistributionHow to Prevent Terminal Display Fees from Being "Eroded"?
In the distribution chain, the terminal is the ultimate battlefield for brand sales. Terminal display is the most important part of product sales at the retail level, including product placement, quantity, and method. A good terminal display can promote product promotion and effectively drive consumer purchases. Baijiu brands invest heavily in display cabinets and stack displays at terminal stores, but many brands focus on investment while neglecting management, causing terminal displays to fall short of expectations.
师顺宽Dealer Management Actions Breakdown (Part 4)
This section continues the discussion on dealer selection criteria, detailing practical methods for assessing a dealer's strength, market capability, management ability, reputation, and cooperation willingness, with specific actions for each.
魏庆老师Dealer Management Action Breakdown (Part 3)
This article reviews the previous analysis of manufacturer-dealer relationships and then provides practical training on selecting suitable dealers, including four selection mindsets and specific actions to evaluate a dealer's marketing awareness.
魏庆Distributors' Dilemma: How Should I Manage People?
Case studies of two distributors who suffered losses due to mismanagement and over-reliance on relatives, leading to theft and inefficiency. The article advises distributors to adopt a company-like management model with clear systems and processes, rather than relying solely on family members.
毛小民Dealer Management Actions Decomposed (Part 2)
Theoretical education: establish correct concepts and correctly view the relationship between manufacturers and dealers. First, business personnel's misunderstandings about the manufacturer-dealer relationship. People's concepts determine their behavior. Most sales representatives' inefficiency in dealer management is not just a skill issue; they haven't figured out who they are—what role they should play as a manufacturer's sales representative when dealing with dealers—and they haven't positioned the relationship between the manufacturer and the dealer correctly. As a result, there are extreme leftists (fewer and fewer such salespeople now)...
魏庆How Can Distributors Achieve Organic Growth?
Wang Jiaming, general manager of Longcheng Jiaming Trading Co., Ltd., is troubled by how to achieve organic growth after 15 years of rapid development. The key lies in addressing both the spiritual and technical aspects of organic growth, including standardizing organizational management, establishing HR systems, strengthening financial management, professionalizing marketing functions, improving logistics and warehousing, and enhancing team building.
吴之Eight Rules for Winning at CD-Class Outlets!
After analyzing terminal sales channels in first-tier cities like Shanghai, Beijing, Guangzhou, and Shenzhen, the author found that the most viable supermarkets are the 'big' and 'small' types: KA (Key Accounts) like Walmart and Carrefour, and CD-class chain stores like 7-11 and OK Convenience. This article outlines eight essential rules for succeeding in CD-class outlets, covering product display, SKU management, date checks, price tags, pricing, product presentation, competitor analysis, and consumer observation.
马树文Ten Ways for Distributors to Tie Down Retail Outlets
Distributors typically have agreements with manufacturers, forming a community of interests, but their relationship with retail outlets is often free trade, lacking long-term stability, which weakens their control over terminals and puts them at a disadvantage. To turn the tables, the author summarizes ten key supports to bind retailers: agreement support, meeting/information support, emotional support, price support, personnel support, promotional activity support, display support, advertising support, franchise or counter support, and profit support/buyout operations.
尚阳Channel Intensive Cultivation Strategy for Weak Brands
The term 'intensive cultivation' has become a marketing keyword this year, as companies shift focus from channel competition to terminal competition. For weak brands in the FMCG industry, this strategy involves deep distribution and regional market cultivation to effectively operate and control terminals, thereby winning competitive advantage.
唐道明Dealer Management Action Breakdown (Part 1)
This article discusses the importance, urgency, and complexity of dealer management in China's FMCG industry, emphasizing that dealers are crucial for market coverage and sales. It outlines a training course structure that covers dealer selection, cooperation willingness, daily visits, and corporate behaviors, aiming to provide practical action steps for sales representatives.
魏庆The Art of Salary Balancing for Distributors
The same salary, paid in different ways, can lead to vastly different outcomes. Some distributors pay cleverly, motivating employees and strengthening management; others pay generously but fail to retain talent or improve profits. This involves the issue of salary balance in distributor management. So how should distributors pay their employees? From 'base salary' to 'basic wage': a change in name, a difference in meaning.
刘会民Without Strong Customer Relationships, Don't Even Think About Sales! The Slower the Market, the More You Need to Follow This Approach Step by Step!
Strong customer relationships can generate greater sales. Terminal customer relationships are more important than competing for terminals. Without good terminal relationships, various terminal tasks are difficult to carry out, and some terminal investments may not yield results. Good relationships maximize the benefits of terminal investments and have direct promotional power. Moreover, good relationships make it easier to achieve twice the results with half the effort, such as terminals being willing to recommend your products, maintain displays, and cooperate in promotions.
New Distribution