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 152 of 193
Unveiling the Display Techniques of Yanghe Distillery
For industry practitioners, the importance of distribution is well known, but manufacturers and distributors are also clear that if they only focus on distribution and neglect terminal display, the final results will be greatly compromised. Yanghe Distillery, as the most successful enterprise in the industry, has risen rapidly over the past decade, transforming from a struggling old state-owned enterprise into the most dynamic new force in the industry today. Its success is built on numerous small details. So, let's take a look at how Yanghe Distillery and its trading company's grassroots salespeople, who are known for their standardized displays, execute their display strategies and what techniques they employ.
彭伟13 Ways Distributor Bosses Die
Tolstoy famously said, 'Happy families are all alike; every unhappy family is unhappy in its own way.' The same applies to distributor bosses: successful ones share common traits, while those who fail do so for various reasons. Yet, upon closer analysis, common patterns emerge. As key sales channels for manufacturers, distributor bosses have existed for decades and no longer need to 'cross the river by feeling the stones,' as there are plenty of pioneers and martyrs whose successes and failures offer lessons to learn from.
韩峰Capabilities and Directions Essential for Distributors to Grow Stronger and Bigger
Amid fierce market competition, product homogenization, shrinking profits, and rising costs for personnel, distribution, and maintenance, distributors face unprecedented challenges. However, the distributor role cannot be eliminated; as the author argues, online and offline channels will coexist and complement each other. To thrive, distributors must excel in resource integration, team building, brand selection, and channel control.
李通升I'm a Small Distributor, How Should I Manage?
Zhang Wei, a small distributor, faces mounting management issues as his business grows from annual sales of 2-3 million to nearly 10 million yuan. Problems include unmanageable veteran employees, inventory theft, product line chaos, and channel management difficulties. Through analysis and advice, he restructures his product lines, implements objective performance management, adopts inventory software, and divides channel responsibilities, leading to improved performance and a clearer strategic direction.
谭长春What to Do When a Retailer Says, "I Just Took Someone Else's Product, Not Yours for Now" During Distribution
Running village and town routes is an essential part of building distribution channels for county-level distributors. This article discusses how to successfully navigate this process, covering pre-trip preparations, retail visits, common challenges, and business tips for salespeople.
New DistributionDistributors Need to Cure Their 'Short-Sighted Business Syndrome'
In the era of brand competition, brand building is not only essential for manufacturers but also a must for liquor distributors. This article explains how distributors can engage in brand-oriented operations, using the case of Manager Zhang, who transformed his company from a simple product wholesaler into a professional brand marketing service provider, achieving significant growth. It also outlines seven key strategies for strengthening brand power.
师顺宽How to Cut the Nerve of Distributor Cross-Region Selling?
Cross-region selling, also known as channel stuffing, occurs when distributors dump products below market price in other regions. As downstream players in the value chain, distributors have limited influence and bargaining power, so they operate within their own regions according to manufacturer strategies, earning minimal profits. Having seen many manufacturers' strategies fail, distributors, often from wholesale backgrounds, lack patience for long-term goals and are attracted to sales opportunities elsewhere, sometimes shipping goods from Guangzhou to Zhengzhou for a mere 200 yuan profit. This article explores the motivations behind cross-region selling, the conditions that foster it, and strategies to prevent it.
樽粮13 Killer Tactics to Obliterate Low-Price Competitors!
Facing the impact of low-price products, most salespeople first feel fear and then demand policy support. Here, I share my 15 years of practical strategies, tactics, and techniques for hunting down low-price competitors, divided into three parts. These methods are truly 'essential for home travel and deadly business,' and mastering even one or two can make you an industry expert, boosting performance or earning you fame.
周广军The Essence of Distributor Management
We often talk about distributor management, but what exactly is a distributor? Why manage them? What to manage? How to manage? And to what extent? Mastering every aspect is crucial. Distributors play one of the four core roles in marketing: product, price, place (channel), and promotion. Distributors are the indispensable channel in marketing. A channel is like the essential carrier that water flows through from source to destination; if it gets blocked, broken, leaking, or bent, the water loses direction and never reaches its end. Similarly, if after a product is launched, there are distributor issues such as breakage, lack of circulation, neglect, insufficient funds to stock, or lack of selling power, the product will not reach consumers. Therefore, the smoothness of the channel is critical, and to ensure smoothness, management is necessary. So how should distributors be managed?
李通升17 Types of Successful and Failed Distributor Mindsets: Which One Are You?
Profit lies in the market, not in the factory. Many distributors fail to grasp this, blaming upstream issues and dreaming of strong brands, heavy advertising, low prices, good policies, high rebates, and many gifts. However, every lure hides a hook. It's better to build the market solidly and honestly. In this changing competitive landscape, if you don't truly know yourself and think a little effort deserves immediate resources and support, your intentions are impure, and manufacturers dislike such distributors. We need to know ourselves and control the overall situation. Below, based on years of market experience, I compare successful and unsuccessful distributors to help you self-reflect and find your own market approach.
盛运涛Blind Spots in Stock Pressure and Management Action Guidelines
Stock pressure is a required course for sales personnel, and it is almost a habitual action for every manufacturer before the peak season or when launching new products. However, many rush across the single-plank bridge of stock pressure, some emerge with bright prospects, while others end up with a mess. Failures often stem from over-pressuring causing warehouse overflow, poor techniques, or mistimed seasons leading to expiration. What is stock pressure? It is simply distributing goods to the terminal!
方刚Salespeople from Mars, Distributors from Venus
At a sales meeting, an excellent salesperson was asked about his key distributor's personal details, such as birthdays and anniversaries, and he couldn't answer any of them. This highlights the significant differences between salespeople and distributors, which are often overlooked, leading to misunderstandings and conflicts.
韩锋Three Secrets to More Effective Store Management | Recommendation
Even amid the e-commerce boom, many companies find that traditional store sales remain their most important revenue source. However, store management is indeed more complex than e-commerce. First, stores are scattered across cities, making it hard for managers to understand real-time conditions; sales figures often only surface in month-end reports. Stores are not static entities—changes in surrounding demographics, competitor moves, or even bus route alterations can impact them, and such effects are difficult for managers to grasp promptly.
外勤365Culture Right Under Your Nose: What Kind of Culture Do Distributors Really Need?
Recently, the author spoke with a distributor friend who, after attending a training session at a manufacturer's annual distributor conference, was excited about building a team culture. However, when asked how he would implement it, he planned to just create slogans and hang them on walls to "fool" his employees. The author argues that distributor culture is "culture right under the nose," where the boss's actions matter more than words, and it should prioritize emotional bonds, financial rewards, and future prospects in that order.
韩锋Anchoring Effect: Mastering Terminal Transactions
The author, a marketing lecturer, often teaches terminal sales techniques to distributors and salespeople, yet still falls for them when shopping. The anchoring effect is one such technique that works repeatedly. In a computer store, after agreeing on a laptop price, the author was upsold accessories like screen protectors, spending nearly 1,000 yuan extra, illustrating how anchoring makes add-ons seem cheap compared to the main product.
韩锋Eight Steps for Distributor Work Visits
Many small and medium-sized enterprises imitate large companies' market strategies, investing heavily in talent, training, and process management, but often face distributor non-cooperation due to poor communication and management. This article outlines an eight-step professional process for sales representatives to manage distributors effectively, fostering trust and collaboration.
田金强Why Do Distributors Abandon Your Brand?
Channel building is a crucial marketing aspect for any enterprise, with many companies busy expanding and maintaining it all year round. Despite this, many distributors still leave each year—why do they abandon your brand? There must be reasons worth analyzing, reflecting on, and improving comprehensively to better 'fight side by side' with regional distributors and jointly expand the brand's territory, reaping the fruits of victory.
沈海中What Kind of Salesperson Do Retailers Like Most? Have You Made the Grade?
Why is it that when you introduce your products to a retailer, they barely respond, but when a colleague does it, the deal closes quickly? Want to know the standards retailers use to choose you? Here are several criteria summarized by a retailer owner with years of experience in the alcohol trade. Check if you meet them.
袁会文Ten Phrases That Salespeople Should Never Say During Business Visits (Complete Version)
This article highlights ten common mistakes salespeople make during store visits, emphasizing that these phrases are particularly insidious due to their hidden logic. It provides insights into why these phrases are counterproductive and offers alternative approaches for effective communication with distributors.
黄润霖Want to Hit Your Sales Target in H2? First, Answer These 23 Questions.
In 2015, the market was sluggish and sales performance was poor, making unmet sales targets a major headache for many companies. To help salespeople achieve their H2 sales goals, this article provides 23 questions covering market strategy, customer quantity and quality, and specific tactics for developing new customers and improving existing ones.
张小虎5 Things Junior Salespeople Must Pay Attention to When Visiting Customers
When visiting customers, junior salespeople should avoid making promises they can't keep, not bluff or deceive customers, refrain from disparaging other brands, maintain an equal footing with store owners, and avoid disturbing them when they are busy. These principles help build trust and avoid misunderstandings.
New DistributionKey Control Points for the Four Major Channel Types in FMCG
The concept of a channel refers to a series of interdependent organizations that work to make a product or service available for use or consumption. Channels are one of the most important elements of the marketing 4Ps and are crucial for a company to smoothly move products from the manufacturer to the consumer. In a context of highly homogeneous products and similar prices, channels become the key to winning the market, as the saying goes, 'Those who control the channels control the world.' In actual marketing practice, companies of different sizes and natures have different standards and names for channel classification, but generally, FMCG channels are divided into the following types: circulation channels, KA channels, special channels, and 'mom-and-pop stores'.
刘杰Eight Types of Distributors You Should Never Partner With
The relationship between manufacturers and distributors is complex, often fraught with mutual suspicion and self-interest. Many manufacturers realize too late that their initial choice of distributor was a mistake. Based on feedback from the building materials industry, manufacturers must be rigorous in selecting distributors, as the wrong choice can render their marketing network ineffective or even harmful. This article outlines eight types of individuals who should never be recruited as distributors.
许孙鑫7 Things Distributors Should Never Say to Manufacturers
This article lists seven common statements distributors make to manufacturers that can undermine negotiations, such as claiming their market is too special or demanding full-line exclusive distribution. It advises distributors to focus on specific solutions and build trust through performance rather than making vague or demanding claims.
吴勇