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
4621 articles · Page 62 of 193
Omnichannel Supply, Multi-scenario Layout: JD New Channel Announces 10,000 'Six-Unified' Stores in 2020
On December 16, 2019, JD New Channel announced its 2020 strategy to open 10,000 'Six-Unified' stores across multiple scenarios, focusing on consumer-centric optimization of cost, efficiency, and experience. The article reviews the achievements of JD New Channel over the past four years and outlines its future goals.
New DistributionThree Strategies to Solve the Problem of "Easy Distribution, Hard Sales"!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products don't sell, it leaves a bad impression on retail stores, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step where consumers decide to buy and the ultimate realization of profits.
师顺宽Orders, Reconciliation, Execution, Business Management... On the Necessity of Digital Transformation in the KA Channel
In recent years, there has been much discussion about digital transformation from various perspectives, including conceptual, managerial, operational, and practical angles. Regardless of the angle, digital transformation is a trend and a topic that is explored through practice, with its meaning constantly evolving. Different enterprises and departments have different understandings of it. Facing digital transformation, enterprises should consider three questions: Why transform? What goals to achieve? How to transform? The first issue to address is the mindset, i.e., clarifying the necessity of transformation.
刘红Beyond Sales and Inventory Pressure: How Distributors Can Double Sales at Year-End
With Chinese New Year approaching, distributors must focus not only on pushing inventory but also on helping terminals sell through. By categorizing retail outlets, implementing tiered promotional strategies, and leveraging WeChat groups for engagement, distributors can boost sales and ensure a successful year-end.
罗宏文Ten Strategies for Baijiu Sell-Through
The baijiu industry's rapid growth has stalled, with Moutai as the sole standout. Intensifying competition among top players is inevitable as the market shrinks. The industry is polarizing, with strong players getting stronger and fragmentation coexisting. If you're not even a fragmented player, it's time to exit. This article outlines ten practical strategies for improving sell-through, from brand-driven approaches to tech-enabled sales.
唐江华Practical Tips | Six Elements of New Product Distribution: Time, Place, People; Cause, Process, Result
This article uses the six elements of narrative writing to explain how to successfully distribute new products. It covers timing, target market, team execution, reasons, process, and results, providing practical advice for FMCG distributors.
海游Practical Guide | A Thorough Explanation of the Core Operations of a Trading Company!
All business is essentially about financial accounts; a distributor's business is a quasi-financial operation. From the perspective of the income statement, brand owners play different contributing roles; from the balance sheet perspective, they form different combinations. Background: Dazhong Company is an important distributor of Tiantian Candy. This year, Tiantian Candy's sales at Dazhong are 49 million yuan; Tiantian requires a growth of 5 million yuan this year, reaching 54 million yuan. Account manager Li Hong has made a military pledge with the company to achieve the sales target.
王烈The Key to Channel Transformation Is Distributors: If Distributors Don't Make Money and Cooperation Is Low, Everything Is Empty Talk!
Amid China's economic slowdown, fragmented consumer demand, the impact of online e-commerce, and a squeeze-style competitive market, the traditional channel model in the FMCG industry is under pressure, with sales generally hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from the Business School of East China University of Science and Technology, launched the 'Gao Song · Channel Empowerment' column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. As market demand changes and competition intensifies, FMCG brand owners are generally facing growth bottlenecks.
高松Is There Still Room for Deep Distribution to Generate Incremental Growth?
Core viewpoints: 1. Whether there is incremental growth determines the survival of a company. Increment cures all ills; without it, all ills arise. 2. In the era of deep distribution, channels have natural increments. The salesperson's job is to grab a larger share of the natural increment. 3. Currently, natural increments in channels have disappeared; whoever can bring increments to the channel will be entrusted with more of its existing volume, i.e., increments activate existing volume. 4. Excellent salespeople are definitely doing work that is valuable for increments. Other work, though necessary, is just basic. 5. ...
刘春雄Practical Guide | Eight-Step Visit Process + Digital Tools: A Complete Visit Checklist for Frontline Sales Reps
This article analyzes the daily visit process of a frontline sales rep, identifies eight key issues affecting efficient visits, and demonstrates how digital management tools can transform the visit process, improve efficiency, and enhance data-driven decision-making.
邢仁宝Redefining the "Distributor": The Brand's Marketing Frontline, the Terminal's Business Advisor, and the Consumer's Category Expert
Amid China's economic slowdown, fragmented consumer demand, the impact of online e-commerce, and intense market competition, the traditional channel model in the FMCG industry is under pressure, with sales generally hitting bottlenecks. Against this backdrop, New Distribution, in collaboration with Professor Gao Song from the Business School of East China University of Science and Technology, launches the "Gao Song: Channel Empowerment" column to explore new channel models, strategies, and methods for FMCG manufacturers and distributors in the new era. Facing the drastic impacts of online sales, channel digitalization, and socialized warehousing and distribution, the traditional business model of distributors is unsustainable. What is the future direction of transformation, and what role should distributors play in the future channel ecosystem?
高松60% Repurchase Rate, 100% Sell-Through: How Did This Small Walnut Achieve It?
China has become the world's largest producer and consumer of nuts and roasted seeds, and also the fastest-growing country. In recent years, the nut industry has maintained double-digit growth annually. However, rapid expansion has led to severe homogenization, intense competition, and declining profits. How to win in this brutal red ocean? The answer is differentiation. Lvling Roasted Walnuts has carved a path of differentiation from product to channel to marketing since its inception. Today, Lvling Roasted Walnuts boasts a repurchase rate exceeding 60% and 100% sell-through, making it the undisputed king in this niche.
New DistributionCompanies That Treat Salespeople as Customers Die; Companies That Treat Customers as Employees Grow Big
There are two extreme marketing management styles: one is extremely loose, treating salespeople as customers; the other is extremely strict, treating customers as employees. Most companies fall in between. Strong Chinese companies are not those with good brands but those with good channel management, where channel management is an extension of internal management.
刘春雄60% Repurchase Rate, 100% Sell-Through: How Did This Small Walnut Achieve It?
China has become the world's largest producer and consumer of nuts and roasted seeds, as well as the fastest-growing country in this sector. In recent years, the industry has maintained double-digit growth annually. However, rapid expansion has led to severe homogenization, intense competition, and declining profits. The answer to winning in this brutal red ocean is differentiation. From product to channel to marketing, Lvling Roasted Walnuts has carved out a differentiated path since its inception. Today, with a repurchase rate exceeding 60% and 100% sell-through, it has become the undisputed leader in this niche segment.
New DistributionDistributors: There's 'Great Wisdom' in Numbers!
Data management is a mindset, not about big data or small data, and it can be unrelated to the internet. Lin Biao's use of captured lists to locate the enemy headquarters during the Liaoshen Campaign, and Wang Yongqing's rice delivery method, both demonstrate that data awareness is more important than the data itself. Without data awareness, more data is useless.
刘春雄How Jinmailang Uses "Water" to Capture Terminal Traffic!
Jinmailang's "water not landing" strategy uses low-priced bottled water to build brand awareness and create a private traffic pool, enabling efficient terminal distribution and driving sales for other products. The approach optimizes costs by eliminating intermediate links, with a focus on price management and profit integration.
海游"No Middleman to Earn the Difference" — Nonsense!
The article argues that middlemen (distributors) in the FMCG industry are not obsolete but essential, providing logistics, capital flow, and information flow that improve efficiency and reduce costs. Despite the rise of e-commerce and B2B platforms, distributors will not disappear but will evolve, becoming more specialized and important in the supply chain.
袁来Dairy Giants Battle for High Margins in the Chilled Fresh Milk Market
The chilled fresh milk market is becoming increasingly crowded. As traditional product markets saturate, dairy companies are turning to high-margin chilled fresh milk. Junlebao's recent entry into the market intensifies competition, posing new challenges for regional players.
栾立“First-tier brands have thin profits, second-tier brands have weak terminals, and third-tier brands die fast!” How should distributors choose products correctly?
Recently, I was invited by a friend to discuss how distributors choose products, so this article will talk about product selection. A distributor's ability to make money is directly related to their product portfolio. It is irresponsible to select products without maximizing portfolio profits and to lead your team towards prosperity without a clear plan. So how exactly should one choose products to sell?
海游Look Beyond the Terminal, Operate Beyond the Terminal
The dilemma of traditional marketing is treating the terminal as the end point. The purpose of traditional marketing is merely to carve up more terminal share through deep distribution. To look beyond the terminal and operate beyond the terminal, the ultimate solution is BC integrated operation. The terminal is the B-end, and users are the C-end.
刘春雄Making 'Relationship Building' the Main Job Is a Salesman's Tragedy
Relationship building is useful, but what's useful is not only relationship building. Relationship building is only a sales aid, not the driving force of sales. Good relationships help sales, but when relationship building becomes the main work of salesmen, it goes against its original intention.
刘春雄Practical Guide | Terminal Policy Design: Sell More, Earn More!
As 2020 draws to a close, regional supervisor Xiao Zhang drafts a New Year promotion plan: sales target of 10,000 cases, promotion from Jan 1-15, 2020, targeting 500 core outlets, with purchase rewards and display rewards. The business manager points out issues, especially for new products, and teaches Xiao Zhang about terminal promotion strategies, including the difference between purchase rewards and sell-through rewards.
刑仁宝Case Analysis | Distributors Achieve New Product Success in "Eight Steps"
How can distributors ensure the success of new products in regional markets? While each experienced distributor has unique insights, commonalities exist. This case study analyzes the general approach and methods of an excellent distributor in launching new products.
张宇The Frontline Salesperson's "Marketing Diary"
For an ordinary salesperson, doing the job well is enough; for one who aspires to rapid advancement, the ability to handle "paperwork" is indispensable. -01- How to write a policy application report that gets the leader's signature. Reasons why policy applications are not approved: Common phenomenon 1: At every sales meeting, salespeople complain about too few POP materials. Yet, when the boss visits the market, he never sees POP, but finds the dealer's warehouse walls covered with POP. Imagine, if the boss...
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