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 63 of 193
Distributors That Only Do Warehousing, Financing, and Wholesaling Are Basically Close to Shutting Down!
The harder business gets, the more distributors should think about how to run their business in the next 2-3 years, especially in an era of new retail rise, online e-commerce blockade, and B2B e-commerce competition. New Distribution has predicted that regional distributors will evolve into three types: brand operators, category operators, and regional supply chain enterprises. Frankly, there will be fewer regional supply chain enterprises, about 1-3 in a region, and the requirements are higher, making it not the best choice for most distributors. Becoming brand operators or category operators is relatively easier, and adjusting direction based on existing distribution resources is a good option.
袁来No Vehicles, No Outlets; No Outlets, No Sales | Jinmailang's Four-in-One: You Can't Learn It!
Many have asked why Jinmailang maintains rapid growth in both noodles and beverages despite shrinking market share. The Four-in-One model is key, but many companies fail to replicate it because they miss three core logics: human efficiency, outlet and service, and digital terminal systems.
海游Survival Rules and Success Laws for Salespeople
This article outlines 26 laws for salespeople, covering survival, performance, promotion, success, and workplace dynamics, emphasizing the importance of a strong will, opportunity-seeking, effective work, and strategic thinking.
刘春雄The Snow+ Map: Where Does This E-Cigarette's Offline Channel Strength Lie?
This is also a corporate social responsibility map: not opening stores near primary and secondary schools is the company's bottom line; both direct-operated and franchise stores have important notices: e-cigarettes contain nicotine, minors are prohibited from buying and using; and Snow+ is the first Chinese e-cigarette company to put warning statements in prominent positions on new product packaging.
New DistributionDistributors' Year-End Cash Crunch: Keep These Six Points in Mind, and Funding Shortages Will No Longer Be a Problem!
In this marketing era of 'terminal is king' and 'channel wins', although some distributors in the channel are growing their businesses, they often feel cash-strapped and face turnover difficulties. Especially during the year-end sales peak, when food companies offer attractive sales policies and terminal consumption opportunities tempt them, many distributors feel increasingly powerless and short of funds. What exactly causes such cash shortages?
潘文富Do Distributors Really Have No Value?
The sales position of distributors has been largely overlooked by marketing gurus, but it is often extremely important in actual market operations. This article argues that distributors still hold significant value and provides a step-by-step guide on how to develop and manage distributors effectively.
海游Why Is It So Hard for FMCG Distributors to Make a Living?
When the distributor business is no longer profitable, how many are willing to persist? In recent years, few newcomers have entered the FMCG distribution industry, leaving only companies that have struggled for years or decades. As market competition intensifies and profits decline, the industry faces challenges from macro factors, changing consumer demand, and internal management issues.
刘永国Lead Your Troops Well, Win the Battle | A Practical Guide for Regional Managers
Fifteen years ago, when I first entered the beverage business, I deeply admired a few sales superstars. I vividly remember that during one peak-season month, a wholesale salesperson named Zhang achieved nearly 200,000 in sales, accounting for 50% of the total sales of an 11-person team. On some days, his single-day sales exceeded what some salespeople made in a month, truly achieving the feat of one person doing the work of ten. Looking back, it was the extensive marketing and management models that created these FMCG elites, but as channel refinement became more widespread, these sales gods gradually disappeared. Today's competition is no longer about individual heroism but about team collaboration. Building a strong team is essential for achieving long-term, sustainable competitive advantage and is the greatest test for sales managers.
海游It's Time to Give the Market Back to Distributors
The author recently visited distributors in Hebei and Shandong, with sales scales mostly between 10-100 million yuan, representing the main body of Chinese distributors. These distributors share common traits: years of business accumulation, local influence, single-category multi-brand operations. Most operate with brand support for sales staff and marketing expenses, while distributors handle capital, warehousing, logistics, and some wholesale sales. Their gross margins are generally low, typically 7-13%, with some categories reaching 15-16%. This is surprising, as distributors above 10 million yuan usually have operating costs of 7-8%, so low margins put them near breakeven, making them vulnerable to external changes.
赵波Movement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth
As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. Solving the problem of terminal product movement has become the top priority for manufacturers and distributors. Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. Channel push and consumer pull are the two main directions to solve terminal movement.
张选Year-End Chinese New Year Stockpiling: Creating "Big Sales"
For FMCG sales, the critical battle of the year is the Chinese New Year, and the core task is stockpiling inventory and pushing goods to dealers. When, how, and how much to stockpile? This is essential sales skill. With Chinese New Year 2020 falling on January 25, time is running out. Success in this battle determines your annual performance and income.
罗宏文Latest | JD New Distribution Releases 11.11 Super Battle Report: More Supply, Deeper Market Penetration, Stronger Sales
At 24:00 on November 11, the 11.11 shopping festival concluded, and JD New Distribution released its results for the omni-channel, multi-scenario consumption carnival. From November 1 to 11, cumulative sales over 11 days were 300% of the same period in 2018, driving high growth for brand owners, platform merchants, joint warehouses, and offline stores. The fourth 11.11 for New Distribution showed strong momentum, leading the industry to build a stronger B2B2C full-chain ecosystem.
New DistributionAfter Receiving a New Product, How to Quickly Capture the Market?
During the distribution process, distributors follow the principle of speed to win, quickly and effectively getting products to the point of sale to meet consumer demand and achieve zero inventory. This principle is reflected in several aspects: first, focus on major areas and make incremental progress; second, sow widely and cultivate key accounts; third, use small incentives to attract large deals and follow up repeatedly; fourth, combine product bundles for rapid sales; fifth, leverage existing strong brands to support new products; sixth, cooperate with strong local distributors for indirect control; seventh, persist with repeated follow-ups; and eighth, use team-based distribution to create momentum.
牛恩坤Distributors Revolutionize Themselves
A distributor with thousands of square meters of frozen meat inventory feels mixed emotions during the recent surge in meat prices: excitement over profits but concern about long-term sustainability. Chen Mu, a second-generation distributor, is focusing on transformation and reform, emphasizing that distributors must revolutionize themselves or be eliminated.
凌燕We Are Witnessing the Disappearance of the Sales Representative Group
The article discusses the evolution and potential disappearance of the sales representative (业务员) role in China, contrasting it with the US model. It argues that while channels persist, the function of sales reps is shifting from traditional B2B tasks to new roles involving scenario creation, user experience, and fan operations, driven by digital transformation.
刘春雄Defensive Battle of Strong Brands | Nongfu Spring's Dealer Reform in 2014
Before discussing how strong brands defend their dominance, one must deeply understand what they are defending and its significance. This article explains the concept of strong brands, how they defend their position, and how Nongfu Spring adjusted its dealers to counter competitors.
海游The Diversification Path of Coca-Cola's 'Helmsman'
Neville Isdell, the 12th Chairman and CEO of Coca-Cola, served only three years but halted the decline in the company's market and brand influence. Having worked for Coca-Cola for over 30 years across Africa, Asia, Latin America, and Europe before taking the helm, he understood the need to adapt corporate strategy to diverse markets and cultures.
郑渝川7 Steps for Distributors to Win the New Product Launch Battle
Launching new products is a challenging task that enriches market product structure, increases profit margins, and extends brand vitality. Distributors must clarify whether the brand is a leader or a newcomer, and follow seven steps: market positioning, gross profit estimation, market planning, cost investment, personnel investment, task decomposition, and execution review, to ensure success.
New DistributionDon't Blame the Channel for Not Stocking Up or the Terminal for Not Pushing Your Product—You Just Haven't Used These 21 Promotional Methods!
Product sales seem to be 'no promotion, no sales.' Without promotion, channels or terminals won't proactively stock up, won't push your products, loyalty drops, and market share is quickly lost to competitors. This forces companies to invest heavily in sales promotions to expand market share and boost performance. Below are 21 channel promotion methods seen in the market, shared for reference.
朱志明Struggling to Get Your Products Distributed? Here's How to Do It Effectively!
Whether in traditional marketing or the Internet era, distribution is an essential skill for anyone deeply engaged in offline markets and a key means to achieve sales performance. This article provides practical insights and techniques for frontline FMCG salespeople, emphasizing the importance of mastering basic skills and inner mental methods to ensure effective and sustained distribution.
刘友本Industry Downturn, Jinmailang Upturn: What Is the Core of the "Four-in-One" Model?
Jinmailang is a company worth studying, not for its marketing strategy but for its effective "Four-in-One" channel management model. Despite the declining instant noodle industry and fierce competition in the drinking water market, Jinmailang has achieved impressive growth. The model combines vehicles, personnel, regional contracts, and terminal devices, with the terminal device being the key differentiator.
刘春雄JD New Distribution's 'Growth Flywheel' for 11.11: The More Supply, the Stronger Sales; the Stronger Sales, the More Supply!
This 11.11, while attention is on online promotions, the offline battlefield is equally intense, led by JD New Distribution in the FMCG sector. On November 1, JD New Distribution launched its 'JD ZGB 11.11 Good Products Fair', with a simpler and more direct internal slogan this year, focusing on 'omni-channel supply and sales' to empower various offline retail scenarios.
袁来Distributor Lao Zhang's Worries, Marketing Director Lao Cao's Pain: What's Wrong with the Traditional Channel Model?
To vividly illustrate the problems in the current FMCG industry's channel model, this article creates two characters—distributor Lao Zhang and marketing director Lao Cao—to reveal the drawbacks of current channels through their pains and worries, and on this basis, outlines the direction of future channel transformation.
高松Annual Sales Nearly 400 Million: The 'Three Moves' of Haitian and Hengshun Distributors: Category Distribution + Foodservice Distribution + Centralized Warehousing and Delivery
A viewpoint recently caught our attention: in the next 5-10 years, 70%-80% of small and medium-sized enterprises will be cleared out. Reflecting on New Distribution's coverage and observations of distributors over the past year, we are convinced of this. From a macro perspective, the market has entered a phase of 'grabbing the pie,' where sales growth is not made but fought for. In the existing market, there will inevitably be winners and losers, and the most direct manifestation is the exit of distributors in the middle. Liu Run, founder of Runmi Consulting, once said: 'During the dividend period, there is no difficult business; once the dividend period is over, there is no good business.' This logic fits the distributor industry perfectly.
袁来