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 172 of 193
24 Communication Rules That Make It Impossible for Customers to Say No
This article provides 24 communication strategies for salespeople to handle common customer objections, such as "I need to think it over," "It's too expensive," "The market is bad," and "I have no budget." Each strategy includes specific tactics and examples to help salespeople close deals effectively.
New DistributionWhy New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, leading salespeople to build many ineffective outlets. The key is channel focus: select quality outlets and target 'big fish' customers, as demonstrated by a case where a dealer achieved a 96% repeat purchase rate by focusing on pre-selected outlets.
New DistributionThe Rules of Product Sell-Through
This article explains the key rules and logic behind successful new product sell-through in the FMCG market, emphasizing the importance of distribution rate, recommendation rate, visit rate, activation, promotion, and customer relationship. It provides practical strategies for each factor to ensure efficient and effective sell-through.
朱志明First Lesson for New Sales Managers
Salespeople, as representatives of manufacturers, are tasked with maintaining steady revenue growth. For most, the immense performance pressure and volatile market environment make sales one of the most unstable career groups. Whether you're a novice or a veteran, when you take over a new regional market, what problems will you face? How can you quickly get up to speed and demonstrate your performance? Based on years of experience in the consumer goods industry, this article systematically outlines the first lesson for regional salespeople new to their role.
New DistributionBecoming a Relationship Master
This article, authored by Marshall Goldsmith, a pioneer and authority in global senior leadership coaching, explores the six key internal and external relationships that future leaders must master. Based on interviews with over 200 potential leaders, it emphasizes the shift from traditional hierarchical management to partnership-based leadership, covering relationships with subordinates, colleagues, teams, customers, suppliers, and competitors.
New DistributionAn Old Tippler's Take on China's Six Major Small Bottle Liquors
An old marketing hand and self-proclaimed tippler shares his candid, humorous take on six leading small-bottle baijiu brands in China, from Langjiu's Wai Zui Lang to Jiangxiaobai and Jingjiu, blending personal anecdotes with sharp industry analysis of their strategies, successes, and missteps.
田友龙Abandon Illusions of Online Sales, APP Sales, Direct Sales, and Group Buying; Pre-Investment Remains the Key to Victory
This article argues that pre-investment in consumer cultivation and market pull is essential for success in the FMCG industry, despite the allure of e-commerce and direct sales. It warns against over-reliance on online channels without prior brand building, using examples from the liquor industry to illustrate the consequences of neglecting pre-investment.
增祥文Xu Jiajun, Former Huawei Vice President: Leaked Work Insights from a Million-Yuan Salary
Xu Jiajun, former head of Huawei's data center and vice president with an annual income exceeding ten million yuan, shares his decade of work experience and insights. From an ordinary employee to a high-ranking executive, his journey offers valuable lessons for anyone aspiring to success, emphasizing the importance of hard work, continuous learning, and personal growth.
徐家骏Wang Laoji Secures Prime CCTV Advertising Slot for 81 Million Yuan
At the 2015 CCTV prime-time advertising auction, Wang Laoji won the first choice of the first time slot for the 'News Simulcast' premium package with a bid of 81 million yuan, while Ningxia Yifeng secured exclusive naming rights for the third season of 'A Bite of China' for 118 million yuan. The auction saw a shorter duration and the inclusion of new media projects for the first time.
吴琳琳How Distributors Can Support New Products
When companies launch new products, they often find that despite distributors' willingness to promote them, sales remain sluggish. The problem often lies in misidentifying target customer groups, improper distribution strategies, and inadequate market promotion and incentive plans.
毛小民Treat Every Customer 'Objection' as an Opportunity to 'Close'!
In the sales process, objections are common at every stage. Understanding their causes and treating them with a normal mindset, a correct attitude, and active listening can turn objections into opportunities to close deals.
New DistributionNot Teaching You to Be Bad – Unconventional Principles for Sales Managers
In the sales industry, some important principles are not found in books or training but are widely circulated. How to become a top-performing sales manager isn't just about the rules taught in books or by teachers—and are those rules really useful? I want to share some unconventional principles that, though not written in books, might still help you.
俞雷Why Are Frontline Managers Always Busy and Chaotic?
In enterprises, the lower the management level, the more likely managers are to be busy and chaotic. This is not simply due to weak abilities, but often because of the company's management systems, management level, and corporate culture. Frontline managers often lack real power yet bear significant responsibility, leading them to micromanage and become overwhelmed.
薛家海Inventory Loading: Done Well, a Bright Spring; Done Poorly, a Mess!
Inventory loading is a required course for sales personnel, and before peak season or new product launches, almost every manufacturer habitually loads inventory. However, while some succeed brilliantly, others end in chaos. Common failures include overloading leading to warehouse overflow, poor techniques causing failure, or bad timing resulting in expired goods.
方刚What Makes Laoganma So Successful?
Despite shunning advertising, promotions, loans, and listings, and insisting on cash-on-delivery, Laoganma has created a business legend. This article by brand agriculture expert Hao Beihai from Shennong Island decodes the marketing principles behind Laoganma's 'reverse marketing' approach, revealing the hidden rules that other companies can learn from.
New DistributionMisconceptions and Solutions in Distributor Development and Management
As market personnel, distributor development and management is a required course, but many salespeople invest heavily in this area yet often stumble. Distributors, as the key link between production and end-users, play a crucial role in market management and maintenance. However, many enterprises are troubled by distributors in local markets. A sales manager from a distillery recently proposed a formula: first-class products + first-class distributors = super first-class market; first-class products + second-class distributors = second-class market; second-class products + first-class distributors = first-class market. At first glance, this formula seems correct, but in practice, it often plays out differently.
方刚How to Do Display in Hypermarkets? (Data Analysis)
On average, 70% of purchase decisions are made in-store, and younger customers are more likely to make impulse purchases. Additionally, consumers spend 11.4% more than planned due to in-store displays, highlighting the critical role of effective product display in driving sales.
OwenChenFive Principles for Quickly Replicating a Model Market
Building a successful model market and then quickly replicating it is one of the keys to rapid growth for Chinese companies. By focusing resources and following principles such as radius focus, avoiding strong competitors, tackling easy markets first, focusing on product features, and leveraging special channels, companies can create replicable base markets and expand from local to national leadership.
New DistributionCity Manager's Practical Guide to Managing 'Route Sales Rep' Customer Relationships
This article addresses the common problem of 'cultivating but not refining' in route sales visits within FMCG companies implementing deep distribution. It provides a systematic approach to improving customer relationship management, including terminal classification, key person identification, effective visit standards, and resolving after-sales issues, to enhance execution and market competitiveness.
方刚Why Is It So Hard for Distributors to Add Vehicles?
The article discusses why distributors in the FMCG industry resist adding delivery vehicles despite manufacturers' demands. It argues that the real challenge is not just the cost but the management capability required to handle a larger team and fleet, and suggests that distributors must upgrade their management skills to succeed.
孟鲲鹏Nine Trials of a Regional Manager: Forging Steel
Marketing is a highly practical discipline, and regional managers must not only possess theoretical knowledge but also the ability to integrate marketing theory, company strategy, and resources with market practice. This article outlines the five stages of a sales career and emphasizes the importance of clear goals, avoiding common pitfalls, self-analysis, rational action, continuous learning, and good habits for success.
薛家海How Can Distributors Replicate "Caring People" to Build a Wolf-like Team?
A large amount of marketing practice tells us that if an enterprise cannot solve people problems, build an excellent marketing team, and motivate employees, it will become the biggest trouble. So, as a distributor boss, how can you build an excellent team with "wolf-like" spirit? Employee problems are the boss's problems. Many distributors think employees' lack of motivation and loyalty is the employees' own problem, but from a management perspective, it is first the distributor's problem. Distributors should adopt the concept of "employees first, customers second," learn to share profits, and master the art of rewards and punishments to motivate employees effectively.
New DistributionHow to Strengthen Deep Distribution to Small Outlets
This article discusses strategies for FMCG companies, particularly in the Chinese baijiu market, to effectively cover, manage, and serve numerous small retail terminals. It proposes two main approaches: supporting second-tier distributors to conduct deep distribution, and adopting a multi-distributor channel model in the same regional market to enhance terminal coverage and management.
朱志明How to Effectively Distribute Products
Distribution is crucial for opening new markets, launching new products, and defending against competitors. To achieve effective distribution, careful preparation is needed before distribution, attention to details during the process, and follow-up services after distribution.
毛小民