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 167 of 193
Terminal Display: Fight to the Last Meter!
The fierce competition in the beverage industry has extended the battle to the last meter of shelf display. To boost sales, attract attention, and increase purchases, beverage companies are employing various tactics for optimal terminal displays. This article explores different promotional display methods observed in representative channels this year.
New DistributionWhere Is the Breakfast for Small and Medium Distributors Tomorrow?
As the economy develops and the environment changes, large distributors in first- and second-tier cities face severe marginalization due to the rapid growth of shopping malls, supermarkets, and specialty stores. For distributors targeting third-tier markets, the current situation is merely 'a storm brewing'; by building terminal networks covering county towns and shifting from simply providing products to providing services to downstream customers, they can still secure a favorable position and find space for survival and growth.
师顺宽Seven New Concepts About 'Sales Volume'
The physical manifestation of sales volume is the transfer of products. Tracking product movement can provide new insights into sales volume and reveal new ways to increase it. In most companies, salespeople talk about 'sales volume' constantly, and companies often use it as a yardstick for 'marketing heroes.' However, the sales volume everyone talks about daily is actually 'gross sales volume,' a numerical symbol that does not represent the true market situation.
郭旭Four Steps to Manage Salespeople's Mindset
This article discusses how distributors can manage the mindset of their salespeople through four steps: setting performance goals, establishing work logs, creating a mutual assistance award, and holding mindset adjustment seminars. These methods help salespeople cope with pressure, improve their attitude, and enhance their performance.
New DistributionDistributors Discuss: Where Did Your Profits Go?
This article analyzes why distributors often fail to earn reasonable profits despite hard work, identifying seven key problems such as lack of profit awareness, prioritizing market share over profit, poor management, excessive friction and losses, limited marketing skills, lack of a rational product mix, and insufficient service orientation. It urges distributors to self-reflect and improve management to retain profits.
谭长春How Should Distributors Choose the Most Profitable Products?
Lao Zhang, a food and beverage distributor in a city in Zhejiang, has been in the business for years and was once successful, but recently he suffered heavy losses after taking on new products from three companies that turned out to be traps. This article analyzes the reasons for his failures and provides ten key considerations for distributors when selecting products with real profit potential.
陈志平Distributors Discuss: How to Be the Most Profitable Distributor?
After intense market competition, distributors find their product price differentials (gross profits) squeezed to nothing, forcing them to explore new profit models. This article discusses innovative approaches such as production-plus-distribution-plus-retail models, specialized delivery services, resource-based partnerships, network expansion, and management-driven profitability.
谭长春In Sales, Revolution Is Bargaining
A reminder: click the 'FMCG Distributor Professional Consulting' above to learn more about marketing and distributor internal management. The article discusses the importance of bargaining in sales, illustrated by anecdotes and strategies such as using the 'late-mover advantage', protecting bargaining power, and employing the 'two steps forward, one step back' tactic.
左华5 Metrics for Distributors to Drive Sales Through Retail Terminals
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 understand their regional market and control retail terminals. 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 boost terminal sales and achieve performance goals.
师顺宽Internal Contracting: A Distributor's Way to Revitalize Team Energy
Distributor Mr. Dai, facing stagnant profits despite rising sales, implements an 'internal contracting' system to motivate staff and cut costs. By having drivers and salespeople take over logistics and sales territories as contractors, he boosts efficiency and income, turning a private company into a more collaborative venture.
栾玉东Distributors Talk: How to Manage Well?
Zhang Wei, a small distributor, faces management issues as his business grows. Through analysis and adjustments in product line, personnel, inventory, and channel management, he resolves these problems and improves performance.
谭长春Starting Your Business with Ten 'Ones'
This article provides guidance for new salespeople in the FMCG industry, outlining ten practical steps—from making a plan to writing a summary—to help them navigate their early career and achieve success.
New DistributionSix Strategies to Stabilize Terminal Price System
This article discusses the instability in the terminal price system faced by FMCG distributors, highlighting its manifestations and causes, and proposes six strategies to stabilize it, including proactive promotions, enhancing distributor awareness, and effective channel management.
张力明Distributors, How to Choose Beverage Products in 2015?
According to media reports, at Wahaha Group's 2015 sales work conference, Zong Qinghou admitted to distributors that 2014 was the worst sales year in recent years, with overall sales down 7%. Meanwhile, Tingyi's announcement showed a 19.95% year-on-year decline in its beverage business revenue in Q3. The beverage industry faces a 'small year' in 2014, and the trend for 2015 will focus on small specifications, light flavors, niche categories, and the 4-5 yuan price range.
邹文武A Comprehensive Plan for Supermarket Spring Festival Stocking and Marketing Strategies in 2015
This article provides a comprehensive plan for supermarkets to prepare for the Spring Festival, including determining marketing themes in stages, stocking strategies, and handling returns and group purchases. It emphasizes the importance of timing and layering promotions to maximize sales.
New DistributionSeven Principles for Regional Market Channel Management
To effectively manage regional market channels, regional supervisors can follow seven principles in channel planning, construction, maintenance, and adjustment: effectiveness, efficiency maximization, value addition, synergy, competitiveness, focused development with rolling progress, and dynamism. These principles help ensure channel coverage matches market segments, optimize efficiency, enhance value, foster collaboration, maintain competitive edge, concentrate resources, and adapt to market changes.
芮新国Practical Tips: 6 Useful Consumer Psychology Insights
This article discusses whether consumers are foolish, arguing that marketing is essentially a psychological game with consumers. It outlines six psychological traits that marketers can leverage: price sensitivity, appearance, urgency, practicality, social proof, and the love of spectacle, providing practical strategies for each.
New DistributionThe Four-Character Guide for Sales Associates' "Final Kick"
In a competitive industry, products are like guns and cannons, while sales associates are the soldiers on the front lines. Even the strongest weapons can fail if wielded by weak soldiers, but well-trained, courageous soldiers can overcome disadvantages. Many excellent FMCG companies lose in regional markets because of the sales associates' "final kick"—the crucial moment of closing a sale. This article introduces the four-character guide of "望、闻、问、切" (observe, listen, ask, decide) to help sales associates achieve successful sales.
New DistributionCharacter Determines Sales Style
This article explores whether personality determines sales success, arguing that while character does not dictate sales ability, it shapes distinct sales styles. It outlines four personality types—Power, Popular, Peaceful, and Analytical—and their corresponding sales approaches, emphasizing that diverse teams and market adaptability are key.
孔庆奇Execution Means 100% Completion
Managers often tell employees to follow up on a project or complete a task within a week, but they rarely clarify what "follow up" means. Since we cannot expect every boss to specify the desired level of follow-up, we must decide our own attitude toward the task. To ensure "doing it well," every step from receiving instructions to task completion must be 100% in place.
蒋巍巍The Three Stages of a Distributor's Market Development
From developing a new market with a new product to forming a stable market, there are roughly three stages: single-product breakthrough, forming a product group, and forming a product structure. Each stage requires specific strategies to ensure success.
New Distribution13 Key Points in Managing Distributors
Distributors are the main carriers of the modern market circulation channel, directly delivering products to the end, and they play a dominant role that no enterprise can ignore. This article offers 13 key points for managing distributors, including analyzing sales growth, payment collection, inventory, promotion participation, and more, along with methods for effective management.
訾惠博How Salespeople Can Excel in Regional Market Promotion
This article discusses how salespeople can take responsibility for regional market promotion, covering sales promotion and brand communication strategies to drive consumer purchases and achieve sales targets.
蒋军Reasons to Give Dealers to Sell Your Product
Salespeople often pitch products to dealers from the manufacturer's perspective, but dealers care about whether the product sells well, offers high profits, provides a sense of security, and is supported by a suitable marketing system. This article outlines these four key reasons to convince dealers to sell your product.
New Distribution