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 170 of 193
The Unstoppable Sales Vanguard: A Breakdown of 42 Actions in the Professional Store Visit Process
This article details the 42 specific actions that make up a professional store visit process for FMCG sales representatives, from preparation and self-introduction to in-store observation, shelf management, presenting objectives, and administrative follow-up. It emphasizes the importance of disciplined execution of these basic actions to achieve sales success and outperform competitors.
New DistributionStrategies for Distributor Salespeople to Expand in Township Markets
This article provides practical strategies for distributor salespeople to expand in township markets, covering pre-trip preparation, retail store visits, handling common objections, product discussion techniques, and business common sense.
New DistributionWinning Over Channels with Psychology: 10 Tactics to Understand Channel Minds
This article discusses the complex psychology of channel customers in FMCG distribution, offering ten tactics to handle their behaviors and objections, such as seeking discounts, finding faults, and fearing competitors, to improve sales and relationships.
刘传飞The Eighteen Skills of a Regional Manager
This article discusses the challenges faced by regional managers in the FMCG industry, using the parable of two monks to illustrate the need for planning and capability. It outlines essential skills such as market planning, professional expertise, leadership, psychological resilience, coaching, and motivation, emphasizing continuous learning and adaptability.
New DistributionNew to the Industry: Where to Start?
This article offers guidance for newcomers to marketing, emphasizing the importance of understanding the industry, building relationships, mastering operational processes, aligning with corporate culture, and improving marketing skills.
陈志平Taming Distributors: First the Carrot, Then the Stick
This article discusses strategies for managing distributors, using two case studies to illustrate the 'carrot and stick' approach. The first case shows a regional manager resolving a conflict by first offering a concession (the carrot) and then reprimanding (the stick), while the second case demonstrates applying strict policies (the stick) before rewarding with recognition and bonuses (the carrot). The key is to balance both to build loyalty and improve cooperation.
王帅斌Year-End Inventory Loading: How Should Distributors Discern the Temptations?
As the year-end approaches, manufacturers often push distributors to stock up heavily to meet annual targets, using tactics such as coercion, personal appeals, and incentives. Distributors must carefully analyze these offers, considering market capacity and long-term implications, to avoid inventory buildup and financial strain.
艾浪滔What Should Sales Managers Do at Year-End? -- Zero-Distance Market Self-Inspection
As the year draws to a close, it's time for review and reflection. Beyond routine annual reports and plans, regional managers should conduct a deep self-inspection of their market management. This article outlines a step-by-step self-check from basic mistakes to advanced strategic thinking, covering areas such as channel management, price control, and new product promotion.
魏庆Strategies and Techniques for Developing the Campus Channel
According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'
李庆华Nine Disciplines to Break Through Your Sales Bottleneck
With over a decade of sales management experience in the FMCG industry, the author emphasizes that breaking through sales bottlenecks requires mastering nine key disciplines, including market planning, product coverage, channel construction, terminal performance, competitive information analysis, distributor service and management, team execution, career planning, and continuous learning.
朱丹蓬Where Should Distributors Go Amid the Economic Crisis?
This article discusses the development of township and rural markets for baijiu (Chinese liquor) companies, focusing on channel setup, customer selection, channel management, and business operations. It emphasizes the importance of understanding rural market characteristics, building distribution networks, and maintaining price stability.
朱朝阳Seven Cases Show: There's Still Much to Do for Year-End Sales!
Despite the challenging sales environment, many best-selling products remain active in the market, thanks to the marketing strategies and promotional tactics of food companies. This article interviews several excellent food companies, summarizing their experiences and insights on market operations and product promotion, offering valuable lessons for food manufacturers and distributors.
张宇 郑倩 冯媛How to Divide the Territory of Old Distributors for Refined Operations?
A food company sales manager asks how to persuade old distributors to allow new county-level agents in their territory for channel下沉 and refined operations. The article suggests strategies such as giving sufficient commissions, using new products for new clients, assessing distributor performance, and exploring alternative channels, emphasizing that channel reform is a necessary revolution despite potential conflicts.
New DistributionAnatomy of Promotion: Four Essentials and Three Taboos
Promotions are often seen as a cure-all, but they can yield three outcomes: success, break-even, or loss. To succeed, promotions must have suitable products, right timing, good methods, and a proper degree. Avoid changing strategies, extending time indefinitely, and offering defective products.
李作亚The FUN Principle for Selecting Promotional Items
Promotional items are like salt in the 4P marketing mix: seemingly insignificant but crucial for the right flavor. Choosing them wisely, based on market conditions, can yield outsized results. The FUN principle—Funny, Unique, Necessary—guides effective selection to drive sales and engage consumers.
王磊Practical Tips: 6 Useful Consumer Psychology Principles
Are consumers really fools? This needs to be viewed from two sides. Sometimes they are foolish beyond reason, sometimes they are shrewd beyond measure. Fools are the happiest people in the world, but there aren't that many fools; it's just that their intelligence goes dormant at certain times. When it goes dormant depends entirely on the consumer's psychology. So we have invented various marketing strategies, and the essence of marketing is a psychological game with consumers. Consumers typically have the following psychological traits...
始稷The Eight-Step Guide to Special Price Promotions
Special price promotions are one of the most direct and effective ways to stimulate consumer purchases, but they can be a double-edged sword. This article outlines eight key aspects of executing successful special price promotions, including market timing, forms, side effects, suitable products, operational techniques, precautions, specific implementation, and strategies to counter competitors' promotions.
张汉文5 Books Recommended for Distributors to Read Carefully
A friend wanted to buy books for a client's new office, and the author recommends five books that help distributors improve team building, self-management, problem-solving, methodology, and management knowledge.
李刚国How Can Distributor Bosses Improve Their Leadership?
Many distributor bosses often mention problems such as why employees are increasingly difficult to manage, why team cohesion and combat effectiveness are hard to improve, why downstream customer loyalty is harder to control, and why their own appeal is no longer as effective as before. Of course, there are many reasons for these issues, but one cannot be ignored: as the quality of employees and downstream customers continues to improve, distributor bosses must keep pace with the times by enhancing their own qualities, especially their leadership skills, to stand at a certain height, grasp the overall situation, and continuously improve their ability to lead the team and the market. This is the key to the core competitiveness of a distributor company.
崔自三Three Ways to Make Money with Short-Term Products
Many companies mistakenly expect short-term products to pave the way for profitable long-term products, but often end up with short-term products in high demand and long-term products ignored. This article outlines three effective strategies for making money from short-term products: leveraging scale for profit, using product structure for profit, and operating short-term products with a long-term approach.
崔自三Top 10 Closing Techniques for Sales Negotiation
This article presents ten powerful closing techniques for sales negotiations, including the three-question close, decision-making close, trust-building close, and value-versus-price close, each with practical scripts to help salespeople secure deals.
New DistributionHow to Be Responsible When You "Fill Up" Your Distributors?
Many brand companies' marketing efforts seem to have hit a dead end, as they only focus on pushing products to distributors, setting sales targets, and collecting payments, leaving the distributors to deal with unsold inventory. This article argues that manufacturers must take responsibility for helping distributors and retail terminals sell products through proper planning, hands-on implementation, and timely review.
梁胜威The Market: Only Watch and Act
The market is a platform, a battlefield without gunpowder, and an arena for marketing elites. It is not imagined or planned but built through action. When opportunities are absent, watching with intent is a high-level practice; when they arise, one must act decisively.
常嵘Concession Techniques in Negotiation That Salespeople Must Master
This article outlines four key concession techniques in sales negotiations: gradually decreasing concession amounts, slowing down the pace of concessions, knowing your bottom line, and limiting the number of concessions. These strategies help create the impression that further concessions are difficult, thereby protecting your position.
New Distribution