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 165 of 193
Why Is It So Difficult for Distributors to Add Vehicles?
The article discusses why distributors in the FMCG industry resist adding delivery vehicles despite manufacturers' demands, citing increased costs, management challenges, and limited managerial capacity. It emphasizes that success requires upgrading from low-cost operations to professionally managed distributorships.
孟鲲鹏Marketing Executives: What to Do When Employees Say New Product Prices Are Too High?
Companies want to launch new products, but salespeople fear them. Why? Although new products can increase sales, companies also raise sales targets, and salespeople must do pre-launch market research and follow the instructions of marketing staff who never visit the market. This article discusses strategies for salespeople to handle high-priced new products, such as broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value.
谭长春How to Respond Calmly to Special-Price Promotions That Disrupt Pricing?
Special-price promotions in supermarkets can disrupt product pricing and harm mature markets. This article advises FMCG distributors and manufacturers on preventive measures, proactive communication with retailers, and strategic responses to turn these promotions into opportunities rather than threats.
赵传平Mastering Internal Communication: Essential Skills for Sales Managers
Communication is the process of transmitting and feedbacking information, and it is an essential skill for sales managers. Without communication, there is no sales or sales management. Internal communication is crucial for improving efficiency and sharing information resources, and sales managers must master principles of accuracy, hierarchy, and timeliness to effectively coordinate with various departments and achieve goals.
芮新国The Six Weaknesses of Distributor Training
Channels are the pathway connecting enterprises with consumers, and training is one of the most effective ways to enhance channel competitiveness and add value. However, distributor training currently suffers from six major weaknesses, including lack of overall planning, improper selection of training subjects, unclear positioning of training objects, lack of innovation in training content, inflexible training formats, and a tendency to emphasize form over substance.
尚丰Efficient and Practical: The Process for Sales Reps to Develop Blank Outlets!
This article provides a practical guide for FMCG sales representatives on how to successfully develop blank outlets (new retail points). It emphasizes the importance of a firm purpose, proper preparation, keen observation, and effective communication to overcome store owner objections and secure new distribution points.
李俊龙Ten Misconceptions in Channel Strategy
Distribution channels are vital to a company's success, yet many firms fall into common pitfalls. This article outlines ten major misconceptions in channel management, from over-reliance on self-built networks to neglecting channel conflicts, and emphasizes the need for strategic, adaptive channel planning.
芮新国Marketing Executive: What to Do When Distributors Refuse to Deliver Orders Taken by Sales Reps After Deep Distribution?
This article addresses the common issue where distributors refuse to deliver orders obtained by sales representatives under a deep distribution model, causing terminal dissatisfaction and potential loss of sales. It suggests that the problem usually stems from communication issues, distributor's own problems, or terminal-related issues, and provides solutions for each scenario.
谭长春POP: Tempting You at the Point of Sale
POP (Point of Purchase) advertising captures customers' psychological weaknesses and uses compelling copy to highlight product features and benefits, acting as a 'second salesperson' to stimulate impulse buying. Effective POP can increase attention, guide consumers through the purchasing process, and boost terminal sales.
赵传平Six Eye-Catching Promotions That All Attract Cash!
Promotions are a battle of wits. With consumers becoming more resistant to flashy deals, understanding their psychology and appealing to their 'little thoughts' can make promotions more effective. As the year-end approaches, a promotional war has quietly begun... What are this year's lethal 'money-attracting' tactics? Let's take a look!
高笛How to Achieve Low-Cost Rapid Breakthroughs in FMCG Catering Outlets
Traditional catering channel operations rely on blanket or selective visits to core restaurants. In China, Knorr was among the first to hold chef promotion events, costing 30,000-50,000 yuan each, while a private competitor raised costs to 170,000 yuan per event. As costs rise and effectiveness wanes, a medium-sized condiment company sought a more economical approach, leading to the development of a 'Catering Outlet Sales Activation Plan' using cloud computing and a scratch-card points system, which successfully drove sales and expanded their catering customer base.
陈小龙Marketing Director: Want to 'Cut' a Major Distributor but Fear Market Impact? Here's What to Do
This article discusses how to handle the termination of a major distributor's rights without damaging the market. It provides a case study and five steps, including forecasting sales, using company resources to dismantle the distributor's base, reassigning sales areas, increasing terminal promotions, and investing in consumer promotions, as well as additional strategies like setting up temporary offices, transforming the old distributor's role, or relocating them to new markets.
谭长春How to Solve the Problem of Unsold Products at the Terminal?
In FMCG sales, it's common for products to quickly gain distribution and shelf placement through promotions, only to become unsold and delisted from key accounts later. This article analyzes the root causes of terminal unsold inventory and provides practical solutions to turn slow-moving products into bestsellers.
New DistributionHigh-Price Competition: The Precipice Is Actually a Smooth Road
This article argues that high-price strategy, not low-price competition, is the key to success for brands facing dominant competitors or market saturation. Drawing on years of consulting experience, the author illustrates how premium pricing enables resource integration, consumer value creation, and market differentiation, citing examples like Matsushita, Shui Jing Fang, and Virgin.
曾祥文Eight 'Bad Habits' Hindering the Rapid Development of Distributors
Distributors face transformation and upgrading at a certain stage, but many lack the ability or interest to learn, especially in less developed regions. Other bad habits include moral decay, poor management, indecisiveness, and lack of attention to detail, all of which impede growth.
崔自三Supermarkets Have Changed, What Should Distributors Do?
As supermarket enterprises enter a crisis, distributors face significant operational risks. Suppliers have experienced a shift from difficult business and declining profits to high risks in the supply chain transformation driven by the rise of chain retail. Some distributors even say, 'Doing business with supermarkets is seeking death, while not doing so is waiting for death.' Facing high costs and increasing risks from supermarkets, how can distributors make structural adjustments to survive this crisis?
New DistributionKA Store Practical Operations Training Manual (III)
This article provides practical guidance on operations after entering KA stores, covering product selection, display techniques, promotion planning, promotion staff management, financial control, and relationship maintenance, with the goal of improving sales and profitability in key accounts.
周广军Several Overlooked Details That Can Significantly Boost Sales
When it comes to boosting sales, many people immediately think of advertising, consumer promotions, trade promotions, pushing inventory to distributors, or paying for display space. However, there are many other effective methods that are often overlooked, such as strengthening category management, solving out-of-stock issues, transforming cooperation models, adjusting displays without a budget, and improving the promotional atmosphere. This article explores these details and provides practical advice on how to implement them to significantly increase sales.
李政权Advice for Aspiring and Current Sales Professionals
After 12 years in sales, the author reflects on his journey and offers heartfelt advice to those in the field. He emphasizes managing personal life and emotions, self-awareness, defining one's value, and understanding the nature of sales as a results-driven profession.
New DistributionKA Store Practical Operations Training Manual (II)
This article provides a practical training manual for dealing with Key Accounts (KA) in the FMCG industry, covering contract negotiation, comparison of major KA chains, operational models, cost categories, and negotiation techniques.
周广军How Traditional Distributors Can Evolve into Modern Distributors
Distributors play a crucial role in enterprise marketing, but as China's economy matures and the internet develops, the traditional distribution environment is changing. Facing shrinking territories, reduced power, and thinner profits, traditional distributors must undergo three modern transformations—channelization, corporatization, and branding—and plan their careers in three five-year phases to evolve into modern distributors and survive.
邹文武Year-End Promotions: Three Display Tactics to Create a Golden Stack in Supermarkets
As the Spring Festival approaches, supermarkets intensify promotional activities, and product stacks become crucial for brand display and sales. This article offers three key tactics for creating effective 'golden stacks'—optimal placement, attractive shape and decoration, and strong promotional messaging—to help liquor distributors maximize their investment.
师顺宽2015 Supermarket Spring Festival Stocking and Marketing Strategy
With over a month to go before the 2015 Spring Festival, preparations for the sales peak are underway. The first step is to set the Spring Festival marketing theme, progressing layer by layer, from creating the festive atmosphere to focusing on non-food items, fresh food, and then packaged food, culminating in a clearance sale. The second step involves stocking up and managing returns, while the third step focuses on group buying.
New DistributionDistributors Talk: How Can Distributors Effectively Transform in the New Year?
Distributors may want to transform themselves during market changes, but is the distributor issue the manufacturer's biggest concern? No, manufacturers ultimately care about whether their products can be sold continuously and payments collected promptly. Therefore, as downstream entities in the product sales chain, distributors must recognize and solve problems that arise from mismatches with manufacturers and the market.
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