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 157 of 193
The "5W2H" Decision Model: How Distributors Select Products
Manufacturers have developed numerous theories and methods for selecting distributors, but distributors largely rely on the owner's social experience when choosing manufacturers and brands. This knowledge asymmetry is detrimental to both parties, as distributors who cannot select suitable manufacturers also mean manufacturers cannot find suitable distributors. Therefore, distributors must adopt a theoretical framework for brand selection decision-making.
崔自三Dealers, Do You Dare to Say 'No'?
Manufacturers seek market share, but dealers need profitability and their own brand; you must take charge of your marketing. For demands that clearly disregard your survival, you must boldly say 'no'.
李红明10 Standard Actions for Distributors to Evaluate Manufacturers
Distributors choosing products is not a new topic, with many experts providing advice. This article focuses on how distributors can assess a manufacturer's strength and credibility through 10 specific details, such as the guard room, restroom, general manager's office, technical center, office environment, showroom, warehouse, smoking room, employee cafeteria, and employee benefits, emphasizing that attention to detail is crucial.
吕庭华、王琪奇Off-Season Channel Strategy: Eliminate Blank Outlets + Win Over Core Stores + Expand Sales Points!
In Chinese baijiu marketing, the channel carries immense value and status, often surpassing product and brand, as successes and failures in the industry frequently hinge on channel dynamics. During the off-season, it is crucial to intensify channel efforts, focusing on three aspects: eliminating blank outlets, winning over core stores, and expanding sales points.
朱志明How Can Distributors Manage Promotions Effectively?
Due to market competition and channel operation needs, manufacturers and distributors invest in promotions for downstream channels and end consumers, using both cash and goods. Distributors must use these limited promotional resources wisely, making promotion management a top priority. This article discusses the correct understanding of promotions and how to manage promotional expenses and materials effectively.
崔自三How Should Distributors Design Their Business Organizational Structure at Different Development Stages and Operating Conditions?
This article is reproduced from the public account: Sugar Tobacco Weekly Food Edition. Every distributor goes through a process of growth from small to large and from weak to strong. As brands increase, channels expand, and teams grow, the distributor's business organizational structure must be adjusted in a timely manner to effectively reduce operating costs and maximize sales and profit contribution. Generally speaking, distributors establish their business organizational structure based on how they divide the market. There are four common ways to divide the market: first, by market region; second, by agency product; third, by channel; fourth, by a combination of the three.
王焕之Three Tips to Crack the Puzzle of "Easy Distribution, Hard Sell-Through"!
For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance, as terminals are the final point where consumers decide to buy and where distributors realize profits.
New DistributionOvercoming the Four 'Inner Demons' of Distributors
Distributors often fail to deliver orders, promote new products half-heartedly, ignore profitable channel promotions, and refuse to execute fully subsidized terminal promotions. This article analyzes the psychological roots behind these behaviors and provides practical strategies for sales representatives to help distributors overcome their fears, resistance, greed, and arrogance.
张立强Practical Analysis of How Distributors Make Money by Handling First-, Second-, and Third-Tier Brands
A distributor's profitability is directly linked to its product portfolio. FMCG products can be broadly divided into three categories: first-tier, second-tier, and third-tier brands. First-tier brands typically offer low returns (6-7% margin plus 1% rebate), while second-tier brands yield 12-20% margins, and third-tier brands can yield over 30-40% but carry high risks. The optimal product mix is 40% first-tier, 40% second-tier, and 20% third-tier in sales weight, which can triple the return on investment compared to handling only first-tier brands.
New DistributionFour Keys to Building Strong Terminal Customer Relations
Terminals are where products are sold, connecting products with consumers and serving as the most crucial link in product distribution. Controlling terminals is key to market success, and strong customer relations at these points are even more important than merely securing them. This article outlines four essential methods: regular visits, events and networking, terminal support, and profit assurance.
New DistributionWhy Is It So Hard to Become a 'Big Distributor'?
A distributor in Hebei, despite reaching annual sales of nearly 20 million yuan, struggles to grow further and become a 'big distributor.' His attempts at 'second entrepreneurship' fail due to unclear goals and a gap between his own capabilities and those of his employees, highlighting common pitfalls and the need for systematic, replicable business processes.
韩军The Six Lies of Distributors
Although manufacturers and distributors are partners, they each have their own interests. This article reveals the true intentions behind common statements made by distributors, helping sales representatives see through the surface and understand the real motives.
陆和平Distribution: Facing Retail Stores Directly
In industries such as daily necessities, pharmaceuticals, food, and beverages, a unique marketing strategy called distribution is prevalent. Distribution involves manufacturers cooperating with distributors to deliver products directly to retail stores, leveraging the distributor's long-term relationships to secure orders and rapidly expand market coverage.
潘志刚How Should Distributor Bosses Give Bonuses to Employees?
Distributor bosses often use bonuses as a form of employee motivation, but the way bonuses are given matters. There are four principles to follow: give promptly, give publicly, give in cash, and publicize the achievement. Additionally, three combinations should be considered: combining open and private rewards, fixed and flexible bonuses, and short-term and long-term incentives.
韩锋The Winning Formula for Small Outlets: "Four-Wheel Drive," Not One Can Be Missing
Small outlets typically refer to B and C class stores, community convenience stores, roadside or street-side shops, and other small and medium retail terminals that are small in scale, low in sales volume, and have relatively limited capital. These terminals are also characterized by high dispersion, numerous individual stores, and small one-time purchases. Due to these characteristics, managing and operating small terminals is often exceptionally tedious and complex. If not properly managed, issues such as store desertion, bad debts, and reselling competing products can frequently arise, which are detrimental to long-term operations. Therefore, when small terminals become the "hot commodity" commonly favored by small and medium brand enterprises, how to effectively control these "scattered" small terminals to make them obey the manufacturer's management and remain loyal to the manufacturer becomes the focus of attention for many manufacturers that are "enamored" with small and medium terminals. So, how can small and medium enterprises effectively manage these small retail terminals when their brand strength is not very strong?
崔自三The 5M Rule for Baijiu Distributors' Product Management
Statistics show that 15 listed baijiu companies, including Kweichow Moutai and Yibin Wuliangye, all reported negative net profit growth in the first half of the year, reflecting the industry's continued downturn. This has severely impacted traditional distributors, with some suffering heavy losses and others forced to transform. The article introduces a 5M framework for product management to help distributors survive the crisis.
邹凌远Small Outlets, Big Impact
Developing community-based outlets such as tobacco, alcohol, grocery, and small department stores as dairy sales terminals is a strategy adopted by many dairy companies. This approach is driven by four key reasons: consumers' growing preference for convenience, the current state of China's retail distribution where traditional channels still dominate, the special requirements of short-shelf-life pasteurized milk, and the resource constraints of city-based dairy companies. These channels offer advantages like good cash flow, easy expansion, brand communication, and quick response to market changes, and with proper management, they can significantly contribute to sales.
铭泰.铭观Two Fatal Misconceptions in Distributor Expansion
Managing a wholesale department well does not necessarily mean one can manage a large company, and successful product sales do not equate to successful brand operation. Many distributors fail because they mistake limited sales success for management capability and sales achievements for brand-building ability, leading to strategic errors in management and brand development.
刘传飞49 Negotiation Strategies from a KA Procurement Expert
In the eyes of Roger Dawson, a renowned American negotiation master and advisor to former President Clinton, negotiation is the most profitable activity. Sellers always want to raise prices, while buyers always want to lower them. With costs fixed, profit is determined in this process. In business, negotiation is ubiquitous, and every step is crucial to achieving the ideal outcome. As a good actor is full of drama from the moment they appear on stage, the final result of negotiation is the culmination of mastering every step. Although some steps seem simple, it is precisely the accumulated 'negotiation momentum' from each interconnected step that ensures the negotiation goals are met or even exceeded as expected.
王思亮How to Manage Distributor Motivation with Sales Policies
A company seeks advice on designing sales policies to manage distributor motivation, including issues with pricing, support terms, and credit. The consultant recommends adjusting the profit and support system, adding process-based incentives, and implementing structured policies for initial stock, credit terms, and rewards to improve distributor engagement and control.
李政权The Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain
The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.
杨永华Thoughts on Enhancing the Corporate Operation Capabilities of Distributors
The sustained high growth of China's retail industry has elevated the overall operational level of distributors, making corporate construction and operational capability enhancement increasingly important. This article discusses the trends, common misconceptions, and a systematic 3+1 framework for distributors to achieve corporate operation, emphasizing strategy planning, execution, organizational support, and PDCA work mechanisms.
唐道明The "Seven Determinations" Break Through the Deadlock of Distributors' New Product Promotion
New product promotion often brings mixed results for distributors, with many failing due to common pitfalls such as lack of attention, action without strategy, and unsystematic execution. The "Seven Determinations" strategy—covering region, business format, outlets, targets, personnel, tactics, and plans—provides a systematic approach to significantly improve the success rate of new product launches.
唐道明Choose Distributors This Way, and Your Product Is Bound to Be a Hit!
To select the right distributor, first study your competitors' distribution networks, sales performance, gross margins, trade terms, and personnel structure. Then, walk the market to evaluate potential distributors on distribution, display, promotions, and staffing. Finally, meet candidates to assess compatibility, office environment, financial strength, organizational structure, and future plans, and conduct background checks on the owner and employee turnover.
刘春晓