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 162 of 193
The Prerequisite for Effective Sales Management: Learn to Help Your Distributors Make Money
When faced with a distributor who lacks strength and refuses to cooperate, the best management approach is not to replace them but to help them make money. This article analyzes the reasons for distributor non-cooperation and provides methods for effective distributor management, emphasizing that helping distributors profit is the key to solving management issues.
刘连喜Practical Tactics for Successfully Escaping the Trap of 'High-End Products, Low-End Operations'
In today's fiercely competitive terminal market, every manufacturer hopes to launch a few high-margin, best-selling high-end products. Therefore, capable companies independently develop high-end products, while less capable ones quickly follow and imitate the high-end products of larger enterprises. However, in the actual operation of high-end products, companies (especially domestic ones) repeatedly use low-end product tactics to operate high-end products. The main operational pitfalls include the following: First, high-end products with low-end display. A visit to retail stores reveals that some companies have launched high-end products, but their high-end products are only high-end in price, lacking distinctive display, and are chaotically placed alongside low-end products.
王德强Profit Strategies for Distributors in the Next Five Years
This article discusses the two stages of a distributor's development: survival and long-term sustainability. In the survival stage, distributors focus on quick profits and opportunistic sales, while in the long-term stage, they must shift to strategic planning, cost control, and talent development. The article outlines key profit models and future trends, emphasizing the importance of brand resources, market positioning, and dynamic adjustment.
New DistributionA Simple, Practical, and Efficient Method for Quantitatively Assessing Distributors
Assessing distributor performance is a crucial part of channel management that manufacturers cannot afford to ignore, as it helps them reflect on the past and plan for the future. Neglecting distributor assessment can lead to a loss of control over distributors, making it difficult to identify channel problems and leaving the manufacturer at a disadvantage. This article explores a simple, practical, and efficient quantitative assessment system for distributors, covering assessment indicators, weighting methods, and practical examples.
高定基Sixteen Weapons to Combat Channel Diversion
Wherever there is distribution, there is diversion! Sales without diversion are not thriving; sales with excessive diversion are dangerous. For manufacturers, diversion is not merely a disaster; in some ways, it can benefit market development, and its management costs can be effectively reduced through preventive measures. Diversion typically refers to distributors selling products beyond their designated regions to maximize profits, exploiting differences in regional market demand. Regional diversion is a common marketing problem, also known as 'cross-selling.' This article outlines sixteen methods to prevent malicious diversion.
毛浓月How Should Salespeople Respond to Distributors' Challenges?
Every marketer new to the industry finds it challenging to deal with clients, often feeling overwhelmed. Based on personal experience, the author shares marketing insights to inspire those pursuing a career in marketing. The article addresses common distributor objections, such as product packaging, fragrance, pricing, distribution support, and sales assistance, offering practical responses and analyses.
童庆德The Profit Secret for Distributors: Keep Your Money Circulating
Distributors' money is fundamentally different from ordinary people's money; it is a tool for generating wealth, not just for consumption. The key to profitability is to keep funds circulating rapidly, as higher turnover rates lead to greater profits. A case study of a private banker illustrates how continuous cash flow maximizes returns.
陈志平Ten Key Points for Optimizing Product Portfolio
For distributors in the growth stage, optimizing the product portfolio is a crucial front-end control measure that can prevent many management risks in channel, cash flow, team, and financial management. To achieve this, distributors must consider ten key aspects covering internal management improvement, financial operation enhancement, and coordination of channel relationships.
刘卫华For 'Wahaha and Co.' to Survive in the Internet Age, It's Time to Get Tough
Over the past 30 years, China's FMCG giants built hierarchical channel models that outcompeted rivals. Now facing the ceiling of product surplus, these advantages have become liabilities. In a saturated industry, is there still a chance for those relying on numerous distributors?
杨江涛／王金卫Regional Markets: How to Drive Sales from Sales Representatives
With the development of the food industry and intensifying competition, many food companies are adopting a 'deep distribution model' to achieve comprehensive competitive advantages in regional markets. The success of this model depends on the company's own marketing resources and capabilities, with the quality, management, and execution of channel members—especially terminal sales representatives—directly determining regional sales volume. This article addresses three key issues: low quality and skills of terminal sales reps, skipping small stores and missing visits, and focusing only on best-selling products while neglecting new product promotion.
师顺宽The Fall of the Channel Haven
1. How can a 'recommended brand' become a 'preferred brand'? In the terminal market, 'preferred brands' dominate, while in the channel market, 'recommended brands' prevail. 'Preferred brands' are the first choice of consumers, while 'recommended brands' are the first recommendation of channel distributors and store owners. In the 'terminalization' stage, how can companies that once thrived in the channel market change their predicament? 2. Will rural e-commerce disrupt the market? E-commerce and search technology can be seen as an infinite extension of the terminal market, pushing consumer choice to the extreme and breaking regional restrictions on products. With the improvement of delivery systems, the younger generation working away from home will increasingly choose products online for their elderly parents and children. Will the channel undergo disruptive changes? 3. The channel advantages of some industry giants like Wahaha, Hualong, and Baixiang are weakening. Is your channel haven facing a 'fall' crisis?
刘春雄Terminal Marketing: Winning the Battle for Shelf Space
Terminal display is strategically crucial in FMCG marketing, as it directly influences sales and brand competition. To secure prime display positions, brands must build strong retailer relationships, negotiate with promotional support, and seize opportunities to expand their presence. Effective terminal display follows principles such as visibility, full stocking, vertical concentration, and strategic placement near leading brands, supported by proper use of promotional materials and staff training.
刘连喜How to Handle Arrogant Distributors
In business, it's inevitable to encounter arrogant and difficult distributors, which troubles many salespeople. Some complain about bad luck, others about company policies, and some even want to have a showdown. But complaining and sulking are useless; we need to find a method that solves the problem without negative effects. To handle these arrogant distributors, we must first understand why they are arrogant.
New DistributionWhat to Do When Distributors Cry Poverty?
Once we understand whether distributors actually have money and the specific reasons behind their complaints of poverty, we can avoid detours and regretful actions. For instance, we won't be frustrated by facing the same old problem with a new distributor after dismissing the original one, nor will we sink deeper into passivity by repeatedly indulging a distributor who cries poverty. Of course, all this requires us to correctly identify our distributors and then take appropriate actions.
New DistributionDistribution, More Importantly, Sell-Through
Wu Xiuzhen, a distributor in Panjin, Liaoning, dealing in baijiu and beverages, selected a wine series from a well-known state-owned baijiu company in Anhui at the autumn sugar and wine fair. After paying the initial 120,000 yuan and receiving the goods, the promised sales manager never arrived, and the company's wine marketing center was dissolved due to poor recruitment results, leaving Wu with unsold inventory and missed sales opportunities.
胡世明The 'Nine Solitary Moves' of New Products in the Martial World
How can new products conquer the market? This is a critical challenge for all companies, especially in the fiercely competitive cosmetics industry. As the saying goes, 'Good wine needs no bush,' but without proper groundwork, even the best product may go unnoticed. Drawing on Jin Yong's character Linghu Chong and his 'Nine Solitary Moves,' the author shares nine strategies for new product success.
杨华斌26 Refusal Reasons and Response Scripts for New Product Distribution
How to get new products to the terminal and meet consumers is key to successful new product launch. Based on new product promotion experience, I summarize common communication skills and methods as follows, hoping to serve as a catalyst: 1. Store owner: This new product is not the best among your products, why should I stock it? Distributor: Boss, not every product is the best in its category, but each tier has its corresponding consumer group, and each of our products can truly bring profit growth. Just like cars, some people ride Mercedes, but aren't there still people riding Santana? And it's undeniable that more people ride Santana than Mercedes.
New DistributionEight Tactics to Quickly Solve Product Sell-Through for New Product Launches
The FMCG industry is characterized by rapid innovation, low barriers to entry, easy replication, and volume-based success, leading to a flood of new products each year, most of which fail. For new product launches, beyond product planning, the key is to solve sell-through; if products don't move, even the strongest distributors can't sustain. Especially in an era where large retail groups dominate, sales networks don't give much reaction time, requiring performance in the short term or being cleared out. Based on years of FMCG experience, the author reveals the secrets to solving sell-through issues.
New DistributionMastering Inventory Management for a Lean Journey Forward
Inventory management is the most fundamental aspect of sales work and a prerequisite for successful sales. This article, using Shuanghui alliance partners as an example, shares practical insights on how to achieve effective inventory management, including scientific weekly order forecasting, strict adherence to management systems, maintaining reasonable customer inventory levels, ensuring product freshness, expanding terminal channels, and increasing promotional efforts to clear slow-moving stock.
张备战Terminal Upgrade: From Terminal Sales to Customer Management
Terminal work has focused on sales, leading to homogenized terminal tactics and declining effectiveness. To break through, companies must innovate by returning to the marketing principle of customer centricity, shifting from terminal sales to customer management.
王荣耀Empathy: Sell the Product to Yourself!
Some say the longest distance in the world is from the customer's pocket to the salesperson's pocket. This distance seems long because our focus is often too much on getting the money in the customer's pocket. As a result, many salespeople only care about whether the customer buys, how much they buy, their attitude, their demands, and whether they will pay. None of these concerns address what the customer actually cares about, so despite countless visits, they fail to find a breakthrough for further communication, and thus cannot overcome performance barriers.
刘涛Essential Terminal Work: Two Essentials and Eight Steps
Sales representatives on the front line directly impact company image, brand building, product promotion, and performance improvement. Their speech, communication, thinking, concepts, time management, diligence, honesty, credibility, and interpersonal style all influence business growth. To avoid crises and enhance performance, they must master two essentials (product knowledge and customer insight) and follow eight steps in terminal visits.
李通升14 Demonstration Display Images to Show You How to Increase Average Transaction Value
The quality of product displays in hypermarkets significantly impacts supermarket performance, as self-service shopping lacks the personal introduction that face-to-face sales provides. Therefore, how to make products on display communicate their unique appeal and drive sales has always been a major research topic in the retail industry. Most stores aim to establish a low-price image to attract customers, but how can they create this image to draw crowds without resorting to across-the-board low prices? Our goal is to strengthen the price image while ensuring a higher average transaction value and profit margin, subtly encouraging customers to increase their spending per visit.
New DistributionAnalysis of Distributor Countermeasures Against Channel Stuffing
Goods stored in a sub-distributor's warehouse do not equal sales, a simple truth that manufacturers often overlook as they repeatedly push inventory into the channel. Distributors, though troubled by channel stuffing, frequently fall victim to it. Since channel stuffing is inevitable in any distribution flow, the key is how to identify, prevent, and resolve it. This article outlines strategies for recognizing manufacturers' intentions, avoiding common traps, and managing inventory after stuffing occurs.
New Distribution