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 164 of 193
Twelve Major Pressures and Sales Targets for KA Store Buyers
This article outlines the twelve major pressures faced by buyers in KA hypermarkets, including contract negotiation times, number of contracts, total fee income, sales targets, pricing and gross margin requirements, promotional item arrangements, and more. It also lists key sales indicators such as sales volume, gross profit, customer transaction value, foot traffic, and product turnover speed.
王济保Salespeople in the Internet Era Need Wolf-like Aggressiveness!
In the age of the internet, traditional salespeople should not feel inferior; instead, they should embrace the internet while leveraging their deep understanding of traditional industries. The article argues that salespeople need 'wolf-like aggressiveness' (狼性) rather than a 'wolf-like spirit' (狼性精神), emphasizing action and execution over mere thinking, and outlines four additional qualities for success: being true to oneself, leading by example, maintaining professional competence, and focusing on key tasks.
蒋军Inventory Loading: The Only Criterion for Testing Channel Proficiency
In offline channel inventory management, whether to load inventory onto distributors has always been a taboo topic. Bosses want distributors to hold less inventory to avoid future problems, but under pressure from inventory and cash flow, they also want to transfer all warehouse stock to distributors. This article explores the rationale behind inventory loading, using a distributor's story to illustrate its positive effects, and discusses the theoretical basis for why it can improve channel efficiency.
黄润霖Continuous Channel Stuffing Is the Highest Level of Channel Stuffing
As mentioned in the previous two articles, since channel stuffing is necessary, why do some companies collapse because of it while others seem to thrive? The key lies in solving three problems: who to stuff, how to stuff, and how to sustain the stuffing.
黄润霖Four Pitfalls in Market Development That Your Predecessors Stepped Into—Don't Step Into Them Again
This article outlines four common mistakes in market development: pursuing overly large market areas, offering too many product varieties, seeking excessive channel coverage, and applying overly aggressive promotional policies. Each pitfall is illustrated with real cases and followed by corrective strategies to ensure sustainable market growth.
伯建新Practical Tactics for Building Basic Market Outlets
Building basic outlets is the cornerstone of brand development. Solid and professional development ensures a strong consumer base, sustained growth potential, and competitiveness. The author shares practical steps from market operations, including preparation, customer visits, new product promotion, store checks, merchandising, and follow-up actions.
宋锴Key Points for Market Display Practice
Market competition is fierce, and display plays an increasingly important role. To win against stronger opponents, mastering display standards and key points is crucial. The author regards display as the 'second lifeline of the market.' Key points include vertical display of the same brand, centralized display, end-cap display, horizontal display at the middle of shelves, full display, clean and undamaged products, display rack presentation, and stack display based on timing, location, and harmony.
宋锴How to Better Handle Excess Inventory After the Spring Festival?
After the Spring Festival, sales managers face the challenge of dealing with distributors' excess inventory. This article analyzes the causes of inventory buildup and offers four practical methods to clear it, including piggybacking on popular products, bundling sales, reverse price increases, and exploring alternative channels.
崔自三How to Wrap Up Market Activities After the Spring Festival?
During the Spring Festival, many manufacturers and distributors formulated marketing strategies. After the festival, various issues emerge, such as how to handle channel stock pressure, when to stop promotions and publicity, and how to effectively summarize market activities. To conclude Spring Festival marketing successfully, proper wrap-up work is essential.
经纬Terminal Visits: How to Quickly Build Trust with Small Shops
Small shops are one of the most troublesome customer groups for frontline salespeople in FMCG. This article provides practical advice on how to turn these 'troublesome' customers into 'easy' ones by building trust through three key steps: making customers remember you, understand you, and trust you.
思动营销Fighting Strong with Weak: Guerrilla Warfare at the Terminal
This article discusses how regional FMCG brands can compete against strong national brands by focusing on terminal (retail outlet) strategies, using guerrilla tactics and hand-to-hand combat metaphors to emphasize the importance of building strongholds and engaging in close-quarter competition.
张势之Promotions: 15 Categories and 61 Common Consumer Promotion Tactics
This article outlines 15 categories and 61 common consumer promotion tactics, including value-added promotions, reward promotions, designated promotions, product feature promotions, combination promotions, critical point promotions, leveraging promotions, limited promotions, reward promotions, nominal theme promotions, gift promotions, alternative promotions, seasonal promotions, commemorative promotions, and pricing promotions. It also provides a keyword index for accessing related professional articles.
New DistributionA Collection of Persuasive Scripts for New Product Distribution at Retail Outlets
This article provides a comprehensive set of persuasive dialogues for sales representatives to use when convincing retailers to stock new products. It addresses common objections such as product quality, shelf space, and profit concerns, offering practical responses to facilitate successful product distribution.
周广军Post-New Year Market Operations: Prioritize 'Seizing' to Win at the Starting Line
Before the New Year, companies conduct annual summaries and make plans, often neglecting post-holiday market work and missing the prime opportunity for reform and annual layout. The post-holiday period is crucial for establishing strategies, adjusting market layouts, and restructuring teams, as it holds the key to a strong start and seizing the initiative. This article outlines six key battles for post-New Year market operations, emphasizing the importance of proactive action to secure a competitive edge.
宋锴Beware of the Six Traps in Terminal Route Management, and Sales Will Not Be a Problem!
If the process is done well, the result will naturally be good. In sales—especially FMCG sales—you must do well at the terminal, as insiders know. Doing terminal work won't generate sales on the same day; sales go left, terminal goes right, which is a paradox that insiders also know. Is doing terminal work difficult? Route planning, report design, standard visit steps... the technical stuff is no longer mysterious—just poach a regional manager from Coca-Cola or Master Kong. But after the technology becomes transparent, why do so many enterprises still launch terminal systems, only to either give up halfway or end up with 'unfinished' terminal work? Or 'heart in Tianshan, body already dead in Cangzhou?'
魏庆Distributors! What Kind of People Are Your Talents?
In recent years, a strange phenomenon has been observed: when communicating with many distributor bosses, the most discussed topic is not business operations but personnel issues. Recruiting is difficult, managing is difficult, and retaining is even harder! When it comes to people, bosses can't stop talking, with rational analysis but more complaints and dissatisfaction about employees, such as high salary demands, poor ability, poor execution, job-hopping after learning, laziness, not being aligned with the boss, insufficient loyalty, lack of concern for the company, resistance to high-paid outsiders, and many complaints about the company...
New DistributionAnalysis of the Effectiveness of Terminal Promotional Activities
As market competition intensifies, terminal promotions have become the norm, yet many companies focus only on preparation and execution, neglecting post-promotion analysis. Marketing expert Liu Jie emphasizes that thorough analysis of each promotion is essential to maximize its effectiveness, and this article provides an analytical model for evaluating whether promotional objectives were met, whether basic requirements were achieved, and how to improve future campaigns.
New DistributionUnderstanding Distributors Through the 'Six Types' of Supermarket Merchandising by Salespeople
As living standards rise and the FMCG market grows, competition has intensified, making terminal display crucial. This article categorizes salespeople's merchandising behaviors into six types—irresponsible, perfunctory, aggressive, meticulous, leveraging, and comprehensive—and analyzes how distributor mindsets, management, employee treatment, and family-style management shape these differences, emphasizing that only modern distributors can build teams that win at the terminal.
刘连喜Fang Gang: Detailed Explanation of the Ten Steps of Terminal Visits!
This article explains the ten steps of terminal visits in the FMCG industry, a basic skill derived from Kangshifu's channel refinement, and emphasizes the importance of terminal control for sales and brand building.
方刚Marketing Supervisor: How to Manage Sales Staff?
A marketing supervisor managing sales staff effectively has no fixed rules, but there are basic principles to follow. Based on group discussions among experienced sales managers, this article summarizes key principles and measures for managing salespeople, emphasizing fairness, motivation, training, and supervision.
谭长春Marketing Executives: How to Excel at Product Merchandising Display?
A regional sales manager requested expert training for field staff serving distributors, prioritizing product display and merchandising. Effective merchandising can boost sales by over 30% and is crucial for influencing consumer choice at the point of sale.
谭长春Three Hurdles Distributors Must Overcome to Open New Markets!
This article outlines the three stages distributors must navigate when entering new markets: single product breakthrough, forming a product group, and establishing a product structure. Each stage requires specific strategies to build sales networks, brand awareness, and competitive resilience.
New DistributionDistributors Asking for Support: To Give or Not to Give?
A marketing executive reflects on the challenge of distributors constantly requesting promotional, price, and other support. He advises that such requests should not be automatically granted but strategically evaluated and addressed to turn policy support into a powerful marketing weapon.
孙斌Marketing Supervisor: How to Assist Distributors in Joint Market Management?
This article discusses how sales representatives can assist primary distributors in managing downstream customers, emphasizing the establishment of visit systems, management tools, division of labor, and collaborative group efforts to enhance channel efficiency and competitiveness.
谭长春