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 153 of 193
Refined Cultivation: Escaping the Promotional Swamp
In today's terminal-dominated market, promotions are like a swamp that must be crossed to boost sales, hiding traps beneath a calm surface. With increasing homogenization of promotions, this article explores four common pitfalls—gifts that miss consumer needs, following habits, going it alone, and short-termism—and offers strategies to find solid footing and differentiate.
刘孝明Several Scenarios Where FMCG Manufacturers Cut Off Distributors!
A cosmetics distributor in Zhejiang was frustrated when the manufacturer transferred his agency rights to a new distributor without notice, leaving him to 'raise a child' for others and be seen as a fraud by retailers. Distributor Mr. Wang (pseudonym) said his salespeople found retailers doubted his agency rights and were told another distributor was already handling the brand. As FMCG companies grow, they need stronger distributors, and through a series of measures to update their blood and weed out the weak, Mr. Wang understands, but he is angry that when he called the company to ask, they denied it, and days later, the new distributor told him to stop handling the brand. When he called again, the company played 'Tai Chi,' shifting responsibility, making him doubt their motives.
New DistributionThree Steps for Distributors to Manage a Sales Team
A Wenzhou beverage distributor, founded by a former regional manager, grew rapidly to nearly 10 million yuan in annual sales but faced management challenges as the team expanded. The article analyzes common pitfalls in distributor management, such as lack of scientific incentive systems and corporate culture, and proposes solutions including establishing multi-dimensional performance assessments, building corporate culture, and planning employee careers.
张文平Beware of These Display Details That Drag Down Your Sales in Stores! Attached: Display Rhymes and Display Diagrams!
Can you spot at a glance the wrong displays in stores that drag down your sales? How many you can spot indicates how much potential you have to improve your performance! This article provides display rhymes and detailed diagrams to help you identify and correct common display mistakes.
刘朝龙Causes and Solutions for Market Returns
Returns occur with any product, either due to quality issues or market reasons. Market-related returns mainly stem from poor sales efforts, secondary wholesalers, and retail stores. Effective control and avoidance of near-expiry products in the market are crucial for healthy market development.
快消品网Dealer Survival Guide: Ten Taboos and Fifteen Defenses!
This article outlines ten taboos for dealers to avoid in business, such as waiting passively for customers, lacking courage, and overpricing goods, and lists fifteen types of people dealers should guard against, including fraudsters, flatterers, and spies, to ensure business success and safety.
New DistributionHow to Respond to Competitor Promotions?
When competitors launch promotional campaigns, few companies choose not to follow suit, as inaction can be as detrimental as blind imitation. Instead, a proactive, well-planned response—such as finding a unique positioning, offering higher value, acting faster, and executing more effectively—can turn the tables. This article outlines a strategic approach based on the 'three more' principle: higher value, faster action, and stronger execution.
谭长春Terminal Merchandising: Not Just Rote Memorization, but Flexible Application
China is a super manufacturing and copying power; once a product sells well, numerous homogeneous products appear overnight. Therefore, it is crucial for merchants to capture consumers' attention and implement effective terminal merchandising. Statistics show that improved shelf display can increase product sales by over 20%. This article covers the definition, standards, and significance of merchandising, product display principles, and practical strategies for supermarket displays.
胡以国Are the Smartest People Often the Most Unsuccessful? (A Thought-Provoking Read)
We often judge a person's intelligence by IQ, but even the smartest have their weaknesses, and the dullest have their strengths. In reality, everything can be learned with effort, and one can excel in a field if willing to work at it. However, being smart is not wrong or sinful; using one's intelligence wisely can enhance life, not become a beautiful burden. Miracles happen where there are fools. An Indian philosopher, admired by many women, was visited by a woman who expressed her love, but he hesitated, leading to a lifelong regret. He later realized that the philosophy of life is 'no hesitation' in the first half and 'no regret' in the second half.
林娟How Regional Distributors Can Implement Flattening of Their Own Channels
Channel flattening has become an inevitable trend in market refinement, and regional distributors need to adapt by implementing flattening of their own channels. The author previously shared views on how regional distributors should respond to manufacturers' channel flattening, which sparked widespread discussion. This article provides constructive suggestions on how regional distributors can implement their own channel flattening.
李刚国Sales Needs Not Just Results, But the Process
This article argues that when a sales team lacks execution, the fault lies with their managers, not the frontline staff, due to a common 'results-only' mentality. It emphasizes the need for managers to supervise the execution process, improve information feedback, and equip salespeople with execution skills.
李政权Questioning Techniques for Salespeople on First Client Visits
In today's fiercely competitive market, salespeople are expected to ask insightful questions during client visits to gather information and craft tailored proposals. However, novice salespeople often make mistakes, such as asking mechanical or self-defeating questions, which fail to yield useful information and may even alienate clients. This article outlines common pitfalls and provides strategies for designing effective, open-ended questions that build rapport and uncover client needs.
New DistributionDistributors Also Need Strategy
Many distributors mistake sales targets for strategy. Strategy involves three key questions: where you are, where you want to go, and how to get there. Distributors must build talent, management systems, and channel capabilities to survive and thrive.
张文平How Weak Distributors Can Solve the Market Dumping Problem
When discussing dumping, we must first analyze its nature. Current market dumping behaviors can be simply categorized into three types: intentional vicious dumping, intentional benign dumping, and unintentional natural dumping. For weak distributors facing dumping from larger distributors, hard confrontation is not feasible, and manufacturers often ignore the issue. Therefore, weak distributors need to adopt strategies such as collecting evidence, using social relations, and preventive measures to resolve the problem peacefully and effectively.
朱志明Four-Step Rule for Improving Weak Markets
Markets are built, hence the difference between strong and weak markets. Weakness indicates problems that must be solved. Facing reality, one must neither blindly seek remedies nor give up, nor rush for quick results. Remember a formula: the four-step problem-solving rule. 1. What is the problem? 2. Why does it occur? 3. What can solve it? 4. Is the solution reasonable? For example, if your product struggles in the market, possible reasons include the following four...
朱志明5 Metrics for Distributors to Drive Terminal Sales
Many enterprises in China set monthly and annual sales targets but consistently fail to meet them. The key for both companies and distributors is to know their regional market and control the terminal to drive sales. This article discusses five key metrics—terminal distribution rate, terminal merchandising, terminal relationship maintenance, effective customer count, and price system control—that distributors should focus on to increase terminal sales.
师顺宽Standardized Operations for Distributors: The Basic Law of Internal Management
As a crucial link in the commercialization of products, distributors serve as strategic chess pieces for manufacturers and indicators of product popularity for retail outlets. For distributors themselves, the ability to grow rapidly, adapt to market dynamics, and operate in a standardized manner is fundamental to their success. Internal management is the most basic and first step towards standardized operations, beyond strategic planning. This article discusses the importance of establishing and executing internal management systems, including behavioral norms, reward and punishment mechanisms, attendance policies, and business standards, as well as the execution and management of these systems.
侯军伟From Methods to Priorities: 31 Key Metrics for Efficient Terminal Distribution
As competition in the terminal market intensifies, the importance of terminals has grown, yet high entry fees make them a double-edged sword for many businesses. Terminal distribution is a crucial and challenging step in developing and controlling terminals. This article analyzes and elaborates on efficient product terminal distribution strategies, aiming to provide reference for enterprises in their terminal marketing efforts.
丁永征Business Visits: Words That Are Wrong the Moment They're Said
During training, I often say that the biggest difference between good and bad salespeople is that good ones maintain consistent logic and methods when describing the same thing, regardless of time, place, or audience, while bad ones vary greatly depending on mood. This article lists ten common phrases used in store visits that are counterproductive, such as opening with 'How's business?' or promising 'I'll visit another day,' and explains why they fail and what to say instead.
New DistributionFrom 50 Million to 100 Million: How Distributors Can Enter the Ranks of Major Players
When sales reach 50 million, how can a distributor successfully break through to 100 million? It's a dream, but the path ahead is fraught with obstacles. Though each case is different, there are patterns to follow. By breaking through mental bottlenecks, reshaping business models, and reigniting entrepreneurial passion, distributors can cross into the ranks of major players. This proposal for leaping from 50 million to 100 million is based on future industry trends and a re-evaluation of distributor value. The development trend in the alcohol beverage industry is inevitably consolidation; the future market will be dominated by large manufacturers, and matching them will be large distributors, as super and large distributors are scarce resources.
刘会民Terminal Display: Nine-Character Policy, Ten Points of Attention, and Eighteen Display Rules - A Systematic Explanation of Terminal Display Standards and Details
The display of terminal products directly affects product sales and image presentation. The author summarizes the nine-character policy for terminal display, ten display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically explaining the standards and details of terminal display, which are also the most basic requirements for display. Although there are many display rules, they are not 'restrictions' but rather 'guidance' accumulated from science and practical experience. 'The subtlety of application lies in the mind,' so they should be flexibly applied according to specific situations and not dogmatically.
刘科What Should We Do When We Encounter a Disobedient Distributor?
Xiao Wang, a regional manager at a food company, was recently transferred to Region A and discovered that the distributor was intercepting promotional resources, not prioritizing new products, and failing to execute market plans. After failed communication, he sought advice on whether and how to replace the distributor, leading to a comprehensive evaluation and strategic approaches.
New DistributionTerminals Not Active, Distribution in Vain! 7 Strategies and 15 Tips to Boost Terminal Sales Enthusiasm!
The enthusiasm of small terminals significantly affects product sales in their stores. How to improve it? First, dispel concerns: small terminals have limited capital and are cautious, so manufacturers can promise product exchanges or unconditional returns. Second, ensure reasonable profits: profit is the primary need, so new products should have ample retail margins, and channel levels should be shortened. Third, provide interest incentives: use methods like free gifts with orders, allocation rewards, rebates, occasional draws, and store support. Fourth, maintain price stability: monitor prices and prevent large customers from undercutting. Fifth, offer promotional support: conduct joint promotions for consumers and terminals. Sixth, engage in emotional communication: build relationships with store owners. Seventh, provide professional guidance: offer sales training and manuals.
New DistributionDistributors: Why Is Your Capital Always Insufficient?
Distributors often complain about insufficient capital, which hinders business growth, reduces annual profits, limits participation in manufacturer promotions, and may even lead to failing to meet annual targets. This article analyzes the common causes of capital shortages and provides practical solutions.
唐江华