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 67 of 193
80% of Distributor Owners Have Made This Mistake: Winning in Marketing, Losing in Management!
A large distributor who once thrived is now struggling to survive due to poor management despite strong marketing. The article identifies common management pitfalls such as excessive brand portfolios, lack of competitive brands, poor inventory control, and loose business tracking, offering practical advice for improvement.
梁胜威Terminals Hard to Enter and Defend? Step-by-Step Guide to Defeating Competitors!
Many companies sign agreements with terminals, such as volume commitment, display, exclusive (price band or full-store), and promotion agreements, using key terminal personnel to control competitor product flow. These agreements are often gray-area and legally questionable, but they are common and effective in FMCG. This article breaks down offensive and defensive tactics for exclusive terminals, including how to respond when competitors buy stores, how to break into competitor exclusives, and how to control and expel competitors from your exclusive stores.
方刚Exclusive | Want Want's 'Second Venture'
The Chinese market is vast, characterized by its breadth and depth. Before the internet, brands used a model of 'big SKU + mass production + big channels + big retail' to reach consumers nationwide. Now, with disappearing market growth, rising labor costs, and internet disruption, brands must rethink their strategies. Want Want, which entered the mainland market in 1992, is now undertaking a 'second venture' with its new independent brand 'Food Lab' (食技研), aiming to innovate by breaking away from its traditional system.
赵波How FMCG Products Make You Spend More Through Display
FMCG companies use data-driven display strategies to influence consumer purchasing decisions, such as arranging products by color blocks or category to attract attention and increase sales. These tactics are based on consumer psychology and decision trees, and are constantly evolving to adapt to changing market trends.
张鑫Practical Tips | Revisiting the Human Wave Tactic: Sometimes Brute Force Works Better Than Art in Offline Competition!
This article revisits the human wave tactic in FMCG consumer promotions, arguing that despite the rise of internet thinking, traditional channel tactics remain effective, especially for SMEs. It provides a detailed guide on how to execute human wave promotions to build regional brands, covering preparation, execution, and evaluation.
海游“Not Famous Brands Also Sell Well” No Longer Works: Channel Driving Force Is Rapidly Disappearing
The disappearance of channel driving force does not mean channels will vanish; channels as transaction pathways will always exist. This is a major trend, already near completion in central cities, while in township markets it still has some effect but is severely declining. Western marketing has long entered 1P marketing where product (brand) is the sole driver, whereas Chinese marketing is dual-driven by brand and channel.
刘春雄How Should Distributors Explore New Markets?
Distributors seeking a share of a new market must not only strategize their market entry but also carefully plan product selection and rollout. Generally, developing a new market with a new product to establishing a stable market involves three stages: single-product breakthrough, forming a product portfolio, and creating a product structure.
周亮6 Lessons Learned by a Distributor Boss After Losing 1 Million
A distributor boss shares six lessons learned after losing 1 million yuan, covering compensation for key employees, delegation, avoiding unrelated businesses, employee benefits, management roles, and timely salary payment.
王剑Under Trillion-Yuan Growth in FMCG, How Did This Biscuit Win Over 300 Million Fans to Become a Blockbuster Product?
In August 2019, in Guangdong, a convenience store's shelves of Meiji Panda Biscuits quickly emptied, convincing the store owner of the product's profitability. The biscuit's popularity on Douyin, with over 300 million views for the 'shake into a ball' trend, has made it a hit among Gen Z, supported by distributor trust and the strategic efforts of its Chinese general agent, Oriental Express.
New Distribution"Cross-regional sellers are shameless, those affected are incompetent!" Analysis of distributor cross-regional selling issues!
A well-known marketing expert once said: "Cross-regional sellers are shameless, those affected are incompetent." Regardless of how it is dressed up, cross-regional selling is a tumor in the healthy development of a company's sales, differing only in whether it is benign or malignant. Both need early treatment to prevent harm. This is a troublesome but necessary problem to solve.
沈彬松How Many 'Get-Out-of-Jail-Free Cards' Do Wholesalers Have?
Since 2012, the survival value of baijiu secondary wholesalers has been questioned. However, recent visits to wholesale markets show they are thriving. This article explores the three key advantages that keep wholesalers indispensable: terminal resources, product variety, and market intelligence, and how they adapt to new retail trends.
学卖酒，看微酒Three Fundamental Principles for Marketing Personnel to Operate Terminals and Build Point-of-Sale Visual Merchandising
Marketing has three transformations: terminal as media, sales as communication, and PR as implementation. These are the three fundamental principles for FMCG marketing personnel operating retail terminals and building point-of-sale visual merchandising. With increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. This article analyzes how to effectively use market display expenses to enhance terminal visual merchandising, emphasizing empowerment of frontline staff, motivating store owners, and third-party verification.
张宇Load This AI Tool and Sales Reps' Store Visits Can No Longer Be Faked!
Li Hua, a sales rep at a major FMCG company, has been monitored by a sales management system since January 2017, requiring 8-hour workdays and visits to at least 15 stores, with photo evidence at each stop. To game the system, reps resort to tricks like photographing screens or other stores, leading to massive waste and unreliable data. ImageDT, an AI company, uses image recognition to solve this by automating data collection and verification, ensuring authenticity and efficiency.
澄韵 / 袁来If You Only Distribute Products Without Follow-Up Actions, Products Won't Move—What's the Use of High Distribution Rates?
Procter & Gamble once said: 'If you have the best product in the world with the best advertising support, but consumers can't buy it at the point of sale, you won't make the sale!' The importance of terminal distribution is self-evident, but distribution isn't something a company or distributor can just do smoothly. Factors such as the product, the capability of distribution personnel, and terminal resistance determine the outcome. The most critical factor is having the right distribution strategy and tactics. This article outlines 10 basic distribution tactics that every marketer must master to reduce distribution resistance and ensure success.
缪金宾When Distributors Complain, What Should a Regional Manager Do?
Distributor complaints are common for regional managers, but handling them requires skill. This article explains how to distinguish genuine complaints from false ones using the 'one look, three questions' method, and offers strategies for addressing real issues by soothing emotions and solving problems, illustrated with a case study of a small appliance brand.
马坚行How Can Traditional Salespeople Use WeChat to Build Terminal Relationships?
In the mobile internet era, instant messaging tools like WeChat have transformed sales interactions. This article discusses how salespeople can build and enhance terminal customer relationships through both online and offline methods, using WeChat to improve communication, drive sell-through, and create effective marketing campaigns.
方刚The Busy and Bewildered Small and Medium Distributors: Once Thriving, Now Struggling
Forty years ago, as reform and opening-up began, food industry distributors and wholesalers started their gold rush. Now, especially in the last five years, small and medium distributors are struggling due to manufacturer neglect, channel changes, and shifting consumer habits. Some are transforming into service providers, while others are stuck, unable to adapt.
潘瑞冬Catering B2B: The Matching Model Is More Likely to Produce a Super Unicorn!
If B2B is stripped of transactions, it is essentially a wholesale business, not a high-sounding logic. The essence of wholesale is saving, variety, quality, and speed. To win customer recognition, you must secure cheaper, better, and more diverse products, which requires sufficient procurement scale upstream in the supply chain. Only with sufficient procurement scale can you have enough bargaining power. In the past, the industry often compared platform and self-operated models, finding that the platform model is hard to sustain in FMCG. However, after recent exchanges with Gong Yanbin, founder of Tongying Tianxia, it appears that the platform model is viable in the catering industry and could even give rise to a super unicorn.
赵波The Traditional Distribution Model of "Distribution + Promotion" Is Failing, and the New Product Promotion Model Has Changed
After 2013, the logic of product development and promotion changed as China entered a middle-class society with stagnant sales volumes. Products became psychological first, and the traditional mass distribution and promotion model no longer works; instead, strategic promotion targeting niche markets and leveraging viral spread is now essential.
刘春雄Distributors: Afraid to Manage, Afraid to Penalize—Where Exactly Is the Problem?
This article discusses the root cause of distributor management difficulties: insufficient profits. It argues that only when distributors earn more money can they afford to pay higher wages and effectively manage staff. Drawing on Wei Qing's framework, it explores how distributors can optimize their profit models through product selection, channel structure, and category management.
袁来Master These 26 Response Scripts: Terminal Distribution Doesn't Have to Be So Hard!
This article provides 26 practical response scripts for salespeople to handle common objections from retail store owners during product distribution, helping to promote new products and increase profits.
邹文武Distributors, Always 'Doomed,' How Are They Doing Now?
Distributors won't be eliminated, but that doesn't mean you as a distributor won't be; 'no middleman to take a cut' is unreliable, but the 'disintermediation mindset' is real. In recent years, distributors have lived in fear of being eliminated. Some have found refuge with big companies, while others face the need to transform.
苗庆显Field 365 Supports Electronic Signatures, Safeguarding Your Contract Signing
In May 2017, in Jiaxing, Zhejiang, a wholesaler named Ms. Ding signed a 12-month paid display agreement with a salesperson from a beverage company, but the promised rewards were never delivered. This incident highlights the risks of contract fraud in FMCG distribution. Electronic signatures, such as those provided by e签宝 in partnership with Field 365, offer a solution by ensuring authenticity, compliance, and efficiency in contract signing and management.
提升企业销售效率A 10-Year FMCG Veteran's Summary: Seven Personal Abilities Every Salesperson Should Possess
Based on over a decade of experience in FMCG sales, the author identifies seven essential personal abilities for salespeople: communication, self-control, observation, patience, learning, execution, and analysis. The article emphasizes that these skills are crucial for surviving the industry's upcoming major reshuffle driven by internet giants entering the market.
陈晓明