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 173 of 193
Channel Dominance: From Mixed Sales to Exclusive Distribution.
This article discusses the transformation of distributors from mixed to exclusive sales, outlining four types of distributors and eight steps of channel evolution, along with channel policy considerations for different market types.
New DistributionFast Wins the World, Slow Dooms Itself
A gentle reminder: click the "↑" above for "FMCG Distributor Professional Consulting" to learn more about marketing and distributor internal management. Rapid iteration, continuous trial and error, and gradual progress toward success are the way of the Internet age. — Lei Jun, founder of Xiaomi. The article begins with a story: In July 2002, Zhang Ruimin, CEO of Haier Group, posed a riddle-like question during an interactive training session: "How do you make a stone float on water?" The answer, as revealed by Vice President Yu Zida, was "speed," illustrating that speed is the key factor in determining whether a stone can float, and in business, the fast eat the slow.
卢彦Managing Inventory Well to Boost Sales
Inventory management involves forecasting, planning, and replenishing stock based on sales conditions, with reasonable control. For many distributors, it is simpler and more practical than imagined; with clear classification, timely data updates, and diligent analysis, it can improve operational efficiency and capital turnover while reducing overstock. This article discusses the pitfalls of overstocking, three methods of inventory management, and the importance of inventory analysis in sales practice.
New DistributionWhy Proper Pre-Call Preparation Is Key to Your Sales Success
Even Napoleon said, "I have been defeated? Yes. Surprised? Never!" This underscores the importance of basic sales fundamentals, especially pre-call preparation. For every sales call, whether by phone or in person, you must invest time in preparation, including research, data collection, and mental readiness, to avoid failure and maximize success.
c.j.Marketing or Sales? Strategic Choices in Manufacturer-Dealer Relations in the Internet Era
At the start of the year, Moutai and Langjiu clashed with several well-known vertical liquor e-commerce platforms over online sales authorization; shortly after, a major e-commerce platform approached Wuliangye about a 'Xiaomi model,' but Wuliangye received them warmly without substantive engagement. Recently, Moutai publicly distanced itself from nearly all vertical liquor e-commerce platforms. In contrast, liquor companies like Fenjiu, Dukang, and Songhe are flocking to e-commerce, spending millions in service fees to gain attention on these platforms. This article explores the reasons behind these differing attitudes and discusses strategic choices for manufacturer-dealer relations in the internet era.
曾祥文The Wei Brothers Behind Master Kong: An In-depth Look
Although Master Kong is a household name, few know about its owners, the Wei brothers from Taiwan. This article details their journey from a small oil mill to building the Master Kong food empire, including their market entry into mainland China, the success of instant noodles, financial crises, and their business strategies.
李春晖How Can Distributors Better Train Their Employees?
In an era of soft power competition, distributors lacking core competitiveness in the supply chain must build a stable workforce through systematic training to enhance cohesion and combat effectiveness, thereby gaining greater survival space and achieving growth.
崔自三How Sales Representatives Manage and Serve Secondary Distributors
This article discusses how sales representatives should manage and serve secondary distributors (二批商) in the FMCG industry, emphasizing the importance of deep service, network building, and strategic guidance to enhance channel efficiency and market share.
冯启Master the Four Disciplines of Terminal Display to Successfully Push Competitors Off the Shelf!
A survey found that most supermarket purchases are impulsive, with consumers often deciding what to buy on the spot. Product competition is fought at the point of sale, and mastering terminal display—through optimal positioning, quantity, and creativity—is crucial to capturing consumer attention and driving sales.
New DistributionOn the Wrong Mindsets in Dealer Employment and Misconceptions in Performance Assessment
Dealer development relies on personnel, and personnel management involves recruitment, utilization, and assessment. However, dealers commonly hold erroneous mindsets in these areas, which can severely hinder their business growth. This article discusses several common mistakes in recruitment, utilization, and assessment, offering corrective advice.
王德强Winning Terminal Marketing: 22 Key Concepts You Must Know
This article outlines 22 essential concepts for terminal marketing, emphasizing that without a clear terminal strategy, evidence, and support, attracting distributors is difficult. It covers topics from defining terminals and strategic planning to core terminals, promotional terminals, and management tools, providing a comprehensive framework for effective terminal operations.
曾祥文Starting from Scratch: The First Lesson for Sales Representatives
This article explains the crucial roles of sales representatives in a company—matchmaker, soldier, and diplomat—and outlines their responsibilities towards consumers, channel partners, the company, and themselves, emphasizing their importance in driving sales and market success.
郭旭Regional Manager: Ten Rules for Elimination and Ten for Success
Regional managers are frontline managers in the marketing team, who are both managed and managers, and are the closest to the frontline without being detached from it. This article outlines ten 'elimination rules' and ten 'success rules' that regional managers must follow to survive and thrive in their roles.
郭旭Four Strategies for Integrated Channel Planning: A Must-Read for Food and Beverage Manufacturers!
Rapid economic development has transformed China's distribution channels, creating one of the most complex retail environments in the world. To achieve breakthrough growth, companies and distributors must not only understand the characteristics of each channel but also learn how to plan their channel layout comprehensively. Currently, manufacturers often face four key problems: single-channel structures, fragmented operations, disconnected interests, and extensive management. This article offers four solutions: diversifying channels, linking channels, building alliances, and refining management.
张戟Sales Psychology: The Art of Selling Without Selling
This article introduces a customer-centric sales psychology approach, emphasizing that selling is about helping customers recognize their needs and solve problems, not just pushing products. It highlights common sales challenges and offers insights on how to overcome them by focusing on customer values and building rapport.
New DistributionThe Market Never Lacks Products; What It Lacks Is a Targeted Solution
The market environment has changed, and companies need to return to the essence of marketing—providing solutions to consumer problems—rather than relying on traditional tactics like price and promotion. By focusing on consumer needs and service, businesses can find new breakthroughs.
白钢What Can You Offer to Distributors?
Distributors often complain, but behind their complaints there may be reasonable expectations. As a salesperson, you need to understand their true needs, distinguish truth from falsehood, and address them accordingly. This article outlines what distributors want and provides practical advice on what to offer to both old and new distributors.
New DistributionDirect-to-Terminal vs. Channel Supremacy: Why Do Different Paths Lead to the Same End?
Y Company's direct-to-store model initially drove rapid growth but later led to market fatigue and declining sales. Meanwhile, competitor B Company's channel-first approach also faces challenges. Both models have shortcomings, prompting Y Company to explore a hybrid approach.
胥忠进Heaven Does Not Always Reward Hard Work; Deep Thinking Matters More Than Diligence
Liu Qin, a partner at Morningside Ventures and an investor in Xiaomi, once shared a conversation with Lei Jun. When asked why he was a successful investor, Liu replied that he believed in extreme diligence and that heaven rewards hard work. Lei Jun's response was that heaven does not always reward hard work. Liu emphasizes that opportunity is not luck but a deep understanding of entrepreneurial trends, and deep thinking is more important than diligence.
刘芹The "Small" Skills and "Big" Wisdom of Criticizing Employees
As a manager, mastering the art of criticism is essential for shaping a disciplined and cohesive team. However, effective criticism requires more than just pointing out mistakes; it demands respect for the individual and a focus on correcting behavior rather than attacking the person. This article explores the underlying principles and practical techniques for delivering criticism that fosters growth and maintains morale.
New DistributionHow Should Distributors Manage Their Products?
Products are the lifeline of distributors, and strategic, skillful product management is essential for sustained profitability. However, many distributors lack effective product management, leading to high sales but low profits. This article outlines six key aspects of product management for distributors to escape the dilemma of scale without profitability.
崔自三The Basic Skills of Distributor "Management"
This article discusses the challenges and key skills for frontline supervisors and salespeople in managing distributors effectively. It presents three case studies illustrating successful, poor, and collusive management styles, and outlines a core principle and three key strategies for effective distributor management.
蒋军Want to Sell Products? Do You Know These Pricing Mistakes?!
Price is not everything, but it can represent everything! Reasonable pricing can help you achieve higher profit markets! This article discusses common product pricing mistakes, consumer psychology regarding prices, and practical pricing techniques, as well as how to plan prices for your entire store.
New DistributionWhy Distributors Face Slim Margins Without Higher Sales Volume?
This article addresses the common issue faced by county-level distributors: slim profit margins without a corresponding increase in sales volume. It analyzes the root causes, such as increased competition and market fragmentation, and proposes solutions focusing on product mix optimization, effective use of manufacturer resources, and comprehensive downstream customer management to achieve both higher margins and volume.
New Distribution