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 99 of 193
Ten Principles for Setting Sales Targets to Make Policies More Effective
A regional manager once expressed frustration with his company's sales policies, which frequently changed and left the sales team confused. To address this, companies should follow ten principles when formulating sales policies, including being practical and executable, simplifying procedures, ensuring clear wording, reserving flexibility, maintaining stability, adapting to changes, protecting team interests, encouraging innovation, being meticulous, and upholding core principles.
New DistributionCompetitors Are Promoing, Manufacturer Support Is Scarce, and All Outlets Are Lost: What Should a Distributor Do?
Promotions are a common market stimulus that every distributor knows well, and almost every distributor constantly applies to their upstream manufacturer for promotional activities. However, manufacturers plan promotions in phases and cannot arrange them year-round. If the upstream manufacturer has no promotion scheduled for the current period, but a competitor launches one, it spells trouble. Downstream secondary wholesalers and retail stores are profit-driven and will flock to whichever manufacturer offers the biggest promotion, showing little loyalty.
潘文富Reflection: If FMCG Distributors Don't Embrace Community Stores (Convenience Stores) and Special Channels, How Much Room for Survival Remains?
Decentralization has led to a sharp decline in foot traffic at hypermarkets and supermarkets, as consumers can now buy daily necessities at nearby community stores or convenience stores, which offer 24-hour services and even delivery. The rise of O2O mobile internet consumption and food delivery platforms has further eroded traditional offline channels, making it imperative for distributors to transform their channel strategies to survive.
沃顿智库@徐会舟How to Help Distributors Sell More?
In a market with slow growth and fierce competition, distributors generally face sales pressure, and declining sales not only affect target achievement but may also lead to reduced profits and lost market share. Therefore, it is necessary to help distributors think about how to maintain profits while selling more. Although not easy, there are still some effective methods to reference. Below is an analysis of distributor Lao Liu's approach. Lao Liu faced similar problems but was open to new methods and willing to experiment. He worked with the manufacturer to develop a plan and piloted it in his region. After three months, the pilot stores achieved over 150% sales growth, while overall sales grew by 50%, compared to only 10% growth in the region during the same period.
刘华明Turning Around the Toughest Market in a Week: Sales Up Tenfold!
At the start of this year, I joined a southern food group as an FMCG beverage salesperson, working in townships with second-tier distributors. After six months of hardship, I was transferred back to the city and assigned to District A, where five salespeople had failed in a year. After analyzing the situation, I visited stores dressed as a market supervisor's assistant, listened to complaints, and then returned to offer solutions, boosting sales from 30 to 1800 cases in four days—a tenfold increase.
New DistributionThey've Crushed Distributors' Warehouses! Who's Responsible When Problems Arise?
During the off-season, some manufacturers focus on pressuring distributors to stock up rather than on market activities, all for better sales reports. This article argues that pushing inventory onto distributors is not the end of sales but the beginning, and manufacturers must help distributors and retailers sell through. It outlines three key steps: proper planning, hands-on implementation, and timely review.
梁胜威Frontline Sales Reps Start by Riding Along: Remember These 8 Key Moves!
Riding along with distributors is a fundamental task for frontline sales reps, serving as an excellent channel for customer service and relationship building. It not only helps better understand the market and find solutions but also strengthens the bond between reps and clients, boosting client enthusiasm and cooperation. However, it is also the most demanding work, enduring scorching summers and freezing winters. Some reps gain valuable insights and strategies to boost sales, while others merely act as movers, exhausting themselves without improving performance. This article breaks down the eight essential actions for effective ride-along work.
姚占伟A Ceramic Dealer's Sales Wisdom: Why He Profits While Others Lose Money
A ceramic dealer shares his business insights, which are relevant to FMCG peers facing similar market conditions. He emphasizes focusing on customer needs rather than competitors, avoiding price wars, and creating value to maintain profitability.
New DistributionFacing Elimination by Retailers and Manufacturers, Where Is the Way Out for Distributors?
Distributors face real difficulties: pressure from manufacturers who increase sales targets and replace distributors, and oppression from retail channels that raise fees and bypass distributors. To survive, distributors should build professional teams, transform into brand operators or service providers, or create their own brands to secure local markets and expand nationally.
徐会舟How Should Distributors Leverage Their Own Resources to Build a New Regional Supply Chain System?
As regional supply chain platforms are being built with great enthusiasm, the discussion continues over who is playing the vanguard role in the FMCG channel transformation. Each distributor has different advantages and implementation processes, but the direction and destination are clear and unified. This article discusses how distributors can build regional supply chain platforms based on their own strengths and resources. Distributors all want to build their own platforms, but with so many platforms and unfamiliarity, what kind of platform is suitable? Self-operated unified distribution platform? Self-operated plus matchmaking? Matchmaking platform? Or others...
王神兵Distributors Are Polarizing: Understand These 7 Points to Avoid Elimination
Many distributors started their businesses over a decade, two decades, or even thirty years ago, in the late 1980s, when the business environment was vastly different from today's. Now, distributors face a dramatically changed environment, and their situation is actually more difficult than that of manufacturers. This article outlines seven key challenges, including intense competition leading to polarization, information symmetry, channel shortening, service improvement, profit decline, the Matthew effect, and demand differentiation.
New DistributionWhat Has Turned Distributors from Channel Protagonists to Supporting Roles?
Once hailed as the backbone of the distribution sector and protagonists in commodity economic activities, FMCG distributors have now been relegated to supporting roles due to external changes (manufacturers taking control of the market and the rise of KA terminals) and internal inertia (distributors clinging to outdated business philosophies and management methods). This article explores the challenges facing individual distributors and proposes the formation of distributor associations as a solution.
潘文富Is the Salesperson Profession Really About to Disappear?
Who is talking down the salesperson profession? Recently, a claim has been circulating among some groups that with the development of e-commerce, the salesperson profession will be replaced by e-commerce, big data, and the internet, and that salespeople will disappear in the near future. There seem to be many who hold this view, mostly representatives of emerging industries, including investment and financing circles and e-commerce circles. We know that China's market economy began with the supply and marketing era of the planned economy, and the supply and marketing department was the starting point for Chinese salespeople. With the intensification of market competition, supply and marketing evolved into marketing, and marketing further evolved into sales and market.
董小全Healthy Beverages Trending: How Heiniao Soy Milk Drives Sales!
Soy milk, the hottest beverage category in 2017, has seen new brands aggressively enter, old brands actively respond, and top-tier brands participate cross-industry, making the 'soy milk positioning battle' with a hundred-billion-yuan opportunity increasingly fierce. Heiniao Food, with 21 years of focus on soy milk R&D and production, launched its new Heiniao soy milk in June 2017, making a major impact. As of September 2017, the new product had gained over 3,000 intended clients in three months, with over 800 dealers having paid, and county-level markets seeing monthly sales exceeding 20,000 boxes.
New DistributionHow to Implement Deep Distribution in the Internet Era?
Deep distribution is a tactical system, not a strategic one. It serves as a sales accelerator and an offensive weapon for both traditional FMCG companies and internet firms (ground promotion). However, once it falls into a prolonged war or is used for defense, with excessive coverage and long battle lines, management difficulty increases and it will inevitably decline. The controversy over deep distribution has never ceased since its inception, with various voices of support and doubt. In recent years, with the advent of the internet era, there have been many voices predicting its decline, especially as many traditional companies skilled in deep distribution have seen performance decline, further fueling the debate.
方刚Building a Base Market: A Key Tool for Distributors to Win Competition
Survival first, development second. This strategy aims to create local advantages in limited spaces to win larger market shares, effectively resist competitors' attacks, and preserve and strengthen one's own market position. It is a key tool for distributors to win competition. Before developing a regional market, distributors must first plan and coordinate comprehensively, systematically mapping out the regional market. However, actual surveys show that most distributors, when developing markets, have not yet established a base market—a clear and stable regional market—before expanding into the overall market.
师顺宽Jiangxiaobai's Entry into Sichuan: An Alternative Approach to Deep Distribution
Despite the adage 'Don't enter Sichuan in the west, don't enter Anhui in the east,' Jiangxiaobai created an industry legend in Sichuan. Many attribute this to its marketing communications, but its traditional marketing prowess, especially in channel distribution and promotion, is equally strong. Even if your IP is hugely popular, if your product cannot reach consumers through channels, everything is zero. Therefore, before Jiangxiaobai's IP, content, and self-media marketing took off, its marketing team worked with platform partners to adopt a combined online-offline human-wave tactic to deeply cultivate channels. This article details Jiangxiaobai's deep distribution model using the Chengdu campaign as an example.
杨叶护Eternal Asia's New Distribution Strategy Takes Off: 'Sanhao Festival' Achieves 'Three-izations' for Brands and Retail Outlets
As internet e-commerce impacts offline distribution, traditional retail models struggle to meet higher consumer experience demands and face global competition. In 2016, JD proposed New Channels and Alibaba proposed New Retail. China's distribution industry urgently needs transformation, and Eternal Asia, a supply chain service provider, introduced the concept of New Distribution in its 20th year. With an open, cooperative mindset, it embraces the internet to achieve resource, information, and capital sharing from upstream to downstream, liberating partners from old constraints.
New DistributionOff-Season Work Manual for the FMCG Industry
As autumn arrives and beverage sales enter the off-season, this article explores strategies to keep the market active. It emphasizes shifting mindsets, integrating product lines, expanding channels, strengthening customer relations, providing systematic training, and enforcing market assessments to ensure off-season sales remain robust.
崔自三JD New Distribution Launches Its First Offline "Double 11" Today, Benefiting Hundreds of Millions of Consumers with Many Highlights
On October 16, JD New Distribution fired the first shot in the 11.11 "goods-grabbing battle." Unlike previous Double 11 events, this is not just an online e-commerce festival but a nationwide shopping carnival co-created with hundreds of thousands of offline retail stores. JD New Distribution, together with ten best-selling brands and hundreds of thousands of stores, is launching a consumption spree across the country under the theme "JD 11.11, Enter Stores to Pick Good Products," marking the official start of its first offline Double 11.
New DistributionHow Can Distributors Build an Excellent Sales Team?
Distributors often struggle with recruiting and retaining talent, making it difficult to build a sales team that can win battles and fight hard. This article categorizes sales staff into five types—leaders, elites, average performers, eager learners, and flexible roles—and offers strategies for leveraging each type to create a cohesive and effective team.
李晓冬Mastering the "6, 6, 8" Rules: How Nongfu Creates Dynamic Displays!
Terminal merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it makes products "self-sell." When implementing terminal merchandising, focus on six key elements: the right product, the right place, the right time, the right quantity, the right price, and the right display format.
New DistributionAlibaba and JD.com Expand into Small Stores; Distributors Need Not Panic, Armed with Two Key Advantages to Remain Unbeatable!
From the proliferation of B2B platforms in recent years to the deepening offline expansion by e-commerce giants like JD.com and Alibaba, changes in the retail landscape have always kept distributors on edge. As the crucial link in the supply chain closest to consumers, the direction of terminal retail directly determines the survival and growth of distributors. Despite having weathered many close calls, in 2017—a year of significant retail transformation—distributors must confront a stark reality: the crisis has arrived.
李临春Whose Rice Bowls Can Distributors Snatch?
In the 21st century, the internet dominates. The impact of internet economy, especially e-commerce, on offline channels, particularly distributors, has been profound. Once dominant in the era of mass distribution, distributors have become a vulnerable group overnight. Every move by the internet seems capable of destroying their decades-old barriers. However, as distributors seek new paths, they may turn to snatching others' livelihoods, such as entering unattended retail, warehousing, third-party services, and logistics.
黄润霖