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 39 of 96
Thousands of Stores Stocked, Yet Sales Barely Move: The Reasons Behind This Are Thought-Provoking!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a poor impression on retail outlets, affecting long-term relationships and making it difficult to introduce new products in the future. Terminal sell-through is the most direct and important indicator of a distributor's performance, and solving this issue is crucial for increasing sales.
师顺宽A Deep Dive into the Essence and Underlying Operational Logic of Private Domain Traffic
In 2019, private domain traffic became a hot topic as the cost of public domain traffic soared. According to Analysys data, Alibaba's customer acquisition cost rose from under 30 yuan per person before 2014 to over 300 yuan per person by 2018. This article explores the concept, advantages, acquisition methods, and the underlying operational logic of private domain traffic, emphasizing the importance of building relationships, trust, and value.
赵波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“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Failed Merger with Huiyuan, Net Profit Plunged 357% in H1 2019: How Will Tiandi No.1 Survive?
Tiandi No.1's net profit plummeted 357% in the first half of 2019, and its merger with Huiyuan failed. The company faces threats from beverage giants like PepsiCo entering the fruit vinegar market.
姚露 金晓岩Insights into People, Goods, and Places: Nielsen Authoritatively Interprets New Trends in the Food Industry
In the era of foodies, the food industry faces both opportunities and challenges. Nielsen's research reveals that consumption upgrades are driving category growth, with lower-tier cities and specific consumer groups like post-90s and silver-haired seniors showing increasing purchasing power. To succeed, food manufacturers must analyze products from the perspectives of people, goods, and places to adapt to the new retail environment.
尼尔森 NielsenLoad 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Instant Noodle Market Rebounds but Still Faces Challenges
Chinese consumers ate 40.25 billion servings of instant noodles in 2018, making China the world's largest market. Product upgrades and a shift to premium products have helped the market recover to 40 billion servings annually, but companies face many competitors amid consumption upgrades and must continue to innovate to retain consumers.
刘畅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Wahaha's Zong Qinghou's New Beverage "Plan"!
At the 2019 APEC Business Leaders China Forum, Zong Qinghou, Chairman and General Manager of Wahaha Group, delivered a speech detailing the company's strategy for intelligent beverage manufacturing and outlined three strategic upgrade directions, including a "Big Health" strategy, integration with artificial intelligence, and active development of "Intelligence+".
New DistributionInventory | Innovative Channels and Characteristics in the New Retail Environment
Click to read the original text for details. User-centricity is a key feature of today's retail. Driven by technology, based on intelligence, collaboration, and plasticity, and relying on supply chains and deep integration of online and offline, the 'people, goods, and places' are reconstructed to meet different user needs. In the new retail environment, based on traditional channels and the development of mobile internet, various innovative channels have emerged. The new retail model of full scenarios, full data, full channels, full time periods, and full categories has also been realized. According to different functions, innovative channels under new retail can be divided into...
李青林The Salesperson's Survival Manual
This article provides practical guidance for salespeople on writing policy application reports, sales plans, summaries, research reports, and marketing diaries to gain leadership approval and advance their careers.
刘春雄Fearless of Hardship and Fatigue: Top Sales Representatives Visit Outlets Like This!
This article details the 41 essential actions for professional store visits, from preparation and self-introduction to in-store observation, merchandising, and administrative follow-up. It emphasizes that consistent execution of these basic steps is the key to outperforming competitors and achieving sales excellence.
俞雷The "Butterfly Effect" of Salesmen's Shelf Tidying: How Many Distributors Are Still in the Dark?
As living standards rise and the consumer market grows rapidly, competition in the FMCG industry has become intense, and market operations have entered an era of refinement. The standard for measuring market excellence has shifted from single sales volume to terminal performance, especially shelf display, prompting manufacturers to assign shelf-tidying duties to their salesmen. This article categorizes salesmen's shelf-tidying behaviors into six types and analyzes the root causes behind the differences, emphasizing that attitude, method, and mindset are key, and that distributors' concepts, management levels, employee treatment, and family-style management all influence these behaviors.
刘连喜Still Emphasizing the Eight-Step Terminal Visit? No, Sales Still Won't Increase!
In 2016, I discussed with beer deep distribution master Fang Gang the question of 'where deep distribution is heading.' The routine work of deep distribution, such as distribution, visits, inventory management, and promotion, has been done for many years and has reached a dilemma: not doing it is not an option, but doing it brings no incremental growth. At that time, Fang Gang and I concluded that deep distribution would develop towards precision and efficiency. However, now I have changed my view. Shi Wei, one of the advocates of deep distribution, wrote a book called 'Deep Distribution.' At the beginning of the year, I heard that Shi Wei was about to publish...
刘春雄Startup Brands Breaking Through: From Traffic Thinking to Content Thinking
The era when startup brands could rely solely on traffic dividends from platforms like Tmall and Taobao to grow into major companies is over. Today, consumer brands must shift to a content-driven approach, particularly leveraging short videos and other content platforms, to build strong brand recognition and drive growth.
黄海Arowana 'Leaps Over the Dragon Gate'! Will the Hundred-Billion 'Oil King' Become the Top Stock on the ChiNext?
Yihai Kerry Arowana Foodstuffs (Arowana), a subsidiary of Wilmar International, has taken a new step towards listing on the ChiNext board, with its prospectus revealing plans to raise 13.87 billion yuan. As the largest agricultural and food processing enterprise in China, its net profit has already surpassed that of Wens Foodstuff Group, positioning it to potentially become the new 'ChiNext leader'.
黄鑫磊 张 韵How Is It to Open a Store and Sell Snacks? 7 Reports Analyze Market Development Prospects
On July 3, the snack brand Three Squirrels, after multiple IPO setbacks over two years, finally reached the final step of its IPO, officially conducting a new share subscription and about to enter the capital market. The public offering of 41 million shares at 14.68 yuan per share values the company at approximately 6 billion yuan. This valuation suggests the snack industry is profitable, with data showing snacks account for nearly 30% of online food sales, and small twists sold 15 tons (2 million pieces) in 4 days, while small crisps sold 10,769 pieces in 4 days. The Chinese people consume 2 trillion yuan worth of snacks annually, but is the industry really that profitable?
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