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.
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4621 articles · Page 61 of 193
Small Distributors Can Grow Big, Big Distributors Must Become Strong, Strong Distributors Must Go Beyond! Here's How...
The food industry, closely tied to daily life, has a large overall market. After years of rapid growth, it now features increasingly complex competition and rising costs with shrinking profits. Distributors at different levels are concerned about how small ones can grow, big ones can strengthen, and strong ones can transcend their limits.
陈彦华Distributors Must Read | 7 Strategies to Defend Your Capital Chain
Distributors often complain about insufficient funds, which hampers business growth, reduces profits, and may even lead to failing annual targets. This article analyzes the external and internal causes of cash flow problems and offers seven practical strategies to help distributors secure their capital chain.
唐江华How Can Distributors Quickly Determine Whether a Store's Product Mix Is Reasonable?
When a store's performance is poor, the first step should be to use data analysis to identify problems in the product mix, rather than assuming which categories are problematic. The following case illustrates this approach.
高勇Sales Growth in 2020: Sales Are Squeezed Out
Lu Xun said that time is like water in a sponge; if you are willing to squeeze, there is always some. Similarly, sales are like water in a sponge; if you are willing to squeeze, there is always some. For example, Jinmailang's recent performance has been outstanding because they squeezed sales out of traditional channels. Sales are squeezed out, in contrast to 'sales are pressed out'—relying on channel stuffing no longer yields sales, but squeezing channels can still produce sales. The exemplar of squeeze-style growth is none other than Jinmailang. Their deep distribution started in 2003, and by 2014, although there was still no substitute, the traditional approach had become ineffective. Now, Jinmailang is giving deep distribution a new highlight.
刘春雄Nice Brand Exclusive Distributor: Sales Reps Earn 10,000 Yuan Monthly, Directly Serve 4,000 Outlets—How Did He Do It?
If you ask distributors about their business this year, 99% might say it's tough. However, a daily chemical distributor recently surprised me by saying business is good, having completed the manufacturer's targets ahead of schedule and being rated as a five-star customer. Xuzhou Jianxin Trading Co., Ltd., an exclusive distributor for Nice, has achieved this through innovative incentive systems and cross-industry promotions.
袁来Manufacturer-Dealer Relations Are Like Marriage: Cherish, Improve, or Part Ways
As 2020 manufacturer-dealer cooperation kicks off, market success depends not only on brand efforts but also on regional dealers' full commitment, especially in FMCG. Year-end and year-start are key times for evaluating dealers. This article discusses how regional managers can assess whether their dealers meet company needs, and dealers can also gauge their fit with company requirements.
海游"Management" is a Common Malady among Distributors—It Needs a Cure!
Since ancient times, doing business has been three parts luck and seven parts management. Now, the overall environment is clearly not what it used to be, which has led many operators to increase costs in their business management, hoping to make things easier for themselves. Little do they know, the more they manage, the harder it gets; the more they control, the more chaotic it becomes. If this continues, costs will rise indefinitely while sales fail to improve—where's the profit? Recently, the author visited several distributor companies and discovered many issues in their management. Below are some common problems and solutions for mutual encouragement: -01- Having goals...
陈晓明2019 is Over, Where Are the Opportunities for Distributors in 2020?
As 2019 comes to a close, distributors are taking stock of their business performance. Beyond preparing for the final sales push, it's time to plan for 2020. Opportunities lie in category expansion and channel development, but only for those with a solid foundation in direct store coverage and brand partnerships.
袁来How Should Distributors Survive in 2020?
A review of 2019 shows that the phrase 'I'm so difficult/south' topped the list of China's top ten media buzzwords, reflecting widespread anxiety and helplessness. For distributors, the year was marked by thin profits or losses, prompting a need to optimize terminal outlets, product structures, and personnel to thrive in 2020.
师顺宽Transformation in One Year: Securing 1,600 Restaurant Clients, He Doubled Sales with the Distribution-Store Model
Jiangsu Lianyungang Yiheng Grain and Oil, primarily dealing in Yihai Kerry products, had only 20 restaurant clients before its transformation, focusing mainly on secondary wholesalers, KA channels, seasoning stores, and fresh food stores. After a year of transformation, it now serves 1,600 restaurant clients and has doubled its sales. How did they achieve this? Recently, New Distribution had an in-depth exchange with Mr. Lu Yulong, General Manager of Yiheng Grain and Oil. As a second-generation successor to the distributor, Lu did not rely solely on his father's existing business but conducted market research at the end of 2018 to seek new opportunities.
李青林Rejected for Distribution? No Problem—If the Salesperson Says the Right Words, We Have a Story!
When facing a sales pitch, terminal store owners don't first think about making money—they worry more about whether your product (especially a new one) will sell and whether they'll lose money. If selling the product won't lose money and gives them a sense of security, then the profit story can play a better role. What words or phenomena make terminal customers feel secure? In summary, it's the following points: -01- Small order quantity, no capital tie-up, attract consumers, why not order a little to try! Boss, today I recommend a new product (show sample)...
魏庆AI Light Illuminates the 'Perfect Store'
In the FMCG industry, with numerous categories and diverse channels, effectively covering and managing channel pathways is crucial for solving the equation 'Sales = Distribution × Sell-through'. While expanding store coverage, it is vital to ensure vivid in-store displays to boost sell-through. The concept of the 'Perfect Store' emerges to address how to achieve more single-store sell-through through极致 visual merchandising in limited key channels.
New DistributionSales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree!
Distribution requires strategy, and sell-through requires rules. The same tactics can yield vastly different results when executed by different people at different times and paces. For a regional market operator, mastering the rules of new product sell-through and the logical relationships within them is essential for successful sell-through after launch. Deeply grasping the nuances behind the three rates and three degrees of sell-through enables precise and efficient product sell-through, avoiding detours. Sales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree.
朱志明Achieving 300 Million in Sales in 2 Years: How One FMCG B2B Platform Grew Against the Tide in the 'Deep Water' Period
In 2019, distributors faced a tough year as market downturn and internet disruption forced transformation. While many traditional distributors failed in their B2B pivot due to incomplete product ranges, weak customer loyalty, and poor logistics, Xi'an-based Jiapin Yunshi achieved over 300 million yuan in sales in just two years by focusing on product strength, efficient supply chain, and excellent store service.
李青林Calling Out FMCG Giants: The Convenient Noodle and Rice Noodle Market You Overlooked Is Generating Hundreds of Millions for Others!
Product innovation is an eternal theme. Nielsen data shows that new products are a key driver of FMCG sales growth in 2019, contributing 46% to growth. While everyone knows innovation is crucial, the direction is often unclear. However, since 2018, a dark horse category—regional specialty snacks—has emerged, with pre-packaged, ready-to-eat versions becoming a new direction in FMCG innovation. The brand 'Hi Eat Home' (嗨吃家) has risen to prominence by transforming local spicy hot rice noodles (酸辣粉) into a packaged product, leveraging social e-commerce and short-video platforms to lead the category.
袁来Discover Market Problems and Create Incremental Opportunities | A Checklist for Regional Managers' Market Visits!
This article discusses how regional managers can effectively visit markets. It emphasizes the importance of going with specific anomalies or issues to investigate, conducting experiential visits across channels and tiers, gathering detailed information on both own and competitor products, engaging in deep conversations to uncover pain points and opportunities, and providing timely feedback to distributors. The goal is to move beyond superficial visits that rely on personal relationships and instead use data and professionalism to drive performance.
海游5 Major Misconceptions in Distributor Shelf Placement: More Products Isn't Always Better!
As the saying goes, 'He who controls the channel wins the market!' While true, this has led to fierce competition among distributors, shrinking profits and increasing channel complexity, ultimately benefiting the channel players themselves. To change this chaos, distributors must not only abandon cutthroat competition but also be wary of many pitfalls in market operations. Today, we focus on common misconceptions in distributor shelf placement: -01- Quantity over quality. Many distributors believe that more retail outlets mean higher sales, so they demand no blank spots in the market, but this often leads to wasted resources and hidden problems.
陈晓明Manufacturer Regional Manager's KPI ≠ Distributor's Business Goals?
Amid China's economic slowdown, fragmented consumer demand, e-commerce impact, and squeeze competition, the traditional channel model in FMCG is under pressure, with sales hitting bottlenecks. New Distribution, in collaboration with Professor Gao Song from East China University of Science and Technology, launches the 'Gao Song: Channel Empowerment' column to explore new channel models, strategies, and methods. Manufacturers and distributors are like a loving and fighting couple, sharing common interests yet conflicting, leading to inefficiency and high costs in the traditional channel value chain.
高松How Can Distributors Escape the Trap of Unpaid Year-End Rebates?
In business, reciprocity matters. Distributors often trust manufacturers so much that they barely read contracts, but traps can be hidden within. After selecting products, many distributors receive numerous distribution contracts, so understanding potential contract pitfalls is essential to avoid being deceived and protect their interests. The following 'three traps and five cautions' are shared with every distributor.
New DistributionNongfu Spring's New Sparkling Water Hits the Market: What Do Distributors Think?
Nongfu Spring has launched a new sparkling water in 410ml bottles, available in lemon and white peach flavors, marketed as natural mineral water with no sugar, no carbonation, and weak alkalinity, priced at 4 yuan per bottle. The product was piloted in early November and planned for national rollout by the end of November, but according to New Distribution, the launch has not gone as smoothly as planned: many regions still lack stock, and some distributors are reluctant to order. This article explores the reasons behind distributors' hesitation.
澄韵Practical Guide | Managing Promoters at Retail Stores/Outlets
This article discusses the management of retail promoters, who are increasingly vital for brands competing in large retail chains. It covers the value of promoters, the pros and cons of full-time vs. part-time promoters, different work formats with corresponding KPIs, and challenges in managing this workforce.
海游Joining Hands with 7-11 to Expand into Henan Terminal Retail, but Can Sanquan Really Succeed?
On December 18, Sanquan Food's wholly-owned subsidiary Henan Sanyi Convenience Store Chain Co., Ltd. signed a cooperation agreement with Seven-Eleven (China) Investment Co., Ltd., obtaining the exclusive franchise rights for 7-11 convenience stores in Henan Province. This move raises questions about why 7-11 chose Sanquan as a partner, the impact on Henan's retail landscape, and whether Sanquan, a frozen food company, can successfully operate a retail chain.
新经销刘少德Adding 10,000 Multi-Scenario Stores: Unpacking JD New Channel's 2020 Layout and Strategy
Recently, on the occasion of its fourth anniversary, JD New Channel announced that it will add 10,000 multi-scenario stores in 2020, built to the standard of 'Six Unifications.' At the same time, under the theme 'Unite All Directions, Benefit Neighbors,' JD New Channel reviewed its achievements over the past four years and clarified its next steps. As an industry observer, New Distribution witnessed this anniversary review and will use 'Unite All Directions, Benefit Neighbors' as the main thread to unpack New Channel's new layout and strategy for 2020.
袁来Distributors Should Stop Focusing Solely on Channels—It's Time to "Manage Customers"!
In the past two years, most distributors have experienced two common states: confusion and anxiety, which are also prevalent from upstream manufacturers to many distributors due to the overall environment. To survive, they cannot sit idly by. As a crucial link in commerce, what role should distributors play in the new environment where new marketing and new retail are emerging? How should they plan their future development? The core value of the distributor community lies in "localization," which is why many brand owners cannot bypass intermediaries...
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