NEW DISTRIBUTION RESEARCH TOPIC
What structural changes are reshaping China’s FMCG channels?
Analysis of distribution restructuring, channel economics, and the changing roles of brands, distributors, and retail outlets in China.
Related research and analysis
2301 articles · Page 36 of 96
Sales = 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These 20,000 Words Explain the Eight Business Trends of 2020
Our original intention is to broaden the frontiers of business cognition as much as possible, not to tell everyone a definite and accurate thing, because in this era nothing is absolutely certain. The cooperation with Kuaishou is also because it is a national-level platform, and there is a real China in Kuaishou. Much of the data in this article comes from Kuaishou's big data, and we thank them here.
沈帅波The Traditional Marketing Triangle Is Obsolete; the New Three Forces Are the Future of FMCG!
In recent years, a large number of excellent innovative brands have emerged in the consumer goods industry, such as Panda Brewing, Master Gao, Genki Forest, Zihaiguo, Hi Jiajia, Single Grain, Zhong Xuegao, and Egg Full. Unlike traditional brands, these innovative brands did not follow the traditional marketing model of advertising on TV and recruiting distributors offline; instead, they used entirely new marketing models to reach the market and quickly gained consumer awareness and recognition. This was rare in the past. Analyzing the reasons, the competitive barriers of traditional enterprises came from the construction of the three marketing forces (product force, brand force, and channel force), through which enterprises built an efficient, low-cost marketing system via mass production, mass communication, and mass distribution.
赵波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Is Oishi Losing Its Momentum?
Oishi, a childhood memory for a generation, is preparing to list on the Main Board of the Hong Kong Stock Exchange. Founded in the Philippines in 1966 and entering the Chinese market in 1993, the company had rumors of an IPO as early as 2008, but it wasn't until this year that it took action. However, the 'over half a century old' Oishi seems to be losing steam. During the reporting period, revenue growth stagnated and net profit showed a downward trend. Especially in the Chinese market, which accounts for two-thirds of its revenue, sales volume declined, performance dropped, and overcapacity became severe... The external environment is changing rapidly, and market competition is intensifying.
沈庹Companies 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Year in Review | Major Events in the FMCG Industry in 2019: Bustling and Transient!
As 2019 draws to a close, the FMCG industry has been turbulent, with every company continuously iterating and transforming to adapt to the new market environment. New technologies, tools, channels, and models have emerged wave after wave, presenting both opportunities and pitfalls. This review highlights the major industry events of 2019 that are worth revisiting, offering insights, nostalgia, and perhaps a sense of involvement for you.
澄韵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...
刘春雄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.
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