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.
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2301 articles · Page 60 of 96
Struggling with Difficult Store Distribution? Here's How Top Marketers Overcome Resistance
This article addresses the common challenges sales representatives face during product distribution and display in retail outlets. It categorizes different types of retail terminals, outlines typical objections encountered when entering stores and adjusting displays, and provides practical, conversational solutions to persuade store owners to promote products. The goal is to offer systematic guidance for route sales reps and help new employees quickly adapt to their roles.
李庆华Niu Gensheng Visits Bill Gates with His Son Niu Ben, Hoping to Be Recognized as a Philanthropist Rather Than a Businessman
On May 9, local time in Seattle, Bill Gates met with Niu Gensheng, Niu Ben (Niu Gensheng's son and chairman of the Laoniu兄妹 Charity Foundation), and Secretary-General Chen Xiaopeng at the Bill & Melinda Gates Foundation headquarters. Niu Gensheng introduced four teams to Gates, and Sun Xianhong, a co-founder of Mengniu, filmed the important moment.
New DistributionReviewing the Top 10 Mergers and Acquisitions in the Food Sector in the First Half of the Year, Resonating with the Overall Economic Trends
Believers in economic cycle theory hold that economic booms and busts follow their own patterns, with major trends governing everything. Following a series of tech mergers and acquisitions in 2015 and 2016 (such as Didi and Uber China, 58.com and Ganji), the food sector has also seen a wave of M&A this year. Online sources have summarized ten major deals, reflecting various intentions: some old forces are trying to acquire fresh blood to sustain themselves, some oligarchs are reducing transaction costs through M&A, some are seeking to expand internationally, and others are looking for new growth areas.
New DistributionMarket Value Fluctuations and Shifting Leadership: The Most Comprehensive Data Analysis and Trend Outlook for New Retail
Since the O2O wave in June 2013, online-offline integration has become a key theme in retail. From October 2016, when Jack Ma proposed New Retail, the industry has seen Alibaba's stake in Sanjiang Shopping, privatization of Intime Retail, Amazon Go, Hema Fresh's 'supermarket + dining' stores, and Yonghui's Super Species, among other developments. This report analyzes the competitive landscape, financials, and market valuations of major Chinese and US retailers to explore the balance and integration of online and offline channels.
汪立亭李宏科史岳Awesome! A Top Salesman's 5 Notes on Distribution
The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.
New DistributionBottled Water Landscape Shifts: Ganten Surpasses Wahaha, Poised to Overtake Master Kong for Top Three
According to Nielsen data, in March 2017, Ganten's market share surpassed Wahaha, ranking fourth and closing in on Master Kong, with expectations to enter the top three this year. Ganten has been the fastest-growing bottled water brand, with a 43% year-on-year sales increase in 2016.
New DistributionWhere There Is Exclusive Distribution, There Is Resistance!
“Violent” exclusive distribution cannot truly earn the respect of channel partners. It is time to review the once-decisive practice of exclusive distribution. The exclusive distribution trap: Company A, a well-known sanitary products company in Hunan, with General Manager and Sales Director Mr. Xiao known for his steady, accurate, and ruthless market operations, now manages distributors with strong-handed tactics, with exclusive distribution as the core strategy, and is ready to take action against most non-exclusive clients.
胥忠进Traditional Companies Want to Transform? The First Cut Should Be to Eliminate the Marketing Department!
Traditional FMCG companies are losing the ability to capture consumer demand. The traditional marketing model, which relies on high distribution and visibility, is becoming obsolete. To transform, companies must first restructure or eliminate the traditional marketing department, shifting focus to consumer-centric, flexible structures that integrate online and offline efforts.
方刚A Prophecy Seven Years Ago: If Only Wahaha Had Known Then, Why Not Now?
This article, originally published in 2010, argues that Wahaha's core strategic problem is the lack of a signature product comparable to Coca-Cola, which is essential for achieving global brand status. It suggests that despite its success, Wahaha's product portfolio lacks a product with universal appeal, and without solving this, the company may face stagnation.
史贤龙Decoding the Post-90s Generation in 10,000 Words: No Brand Awareness, Selfishness and Self-Deprecation, Anti-Pretentiousness, Conservatism
After two years of reviewing numerous data reports and demographic descriptions about the post-90s generation, and having launched various products and campaigns targeting this consumer group, I'd like to share my perspective as an advertising professional. First, I must clarify that this age-based classification is unscientific and overly simplistic; even among post-90s, there are vast differences between children from elite families in Beijing, Shanghai, and Guangzhou and those from smaller cities. If age is the vertical axis, the horizontal axis should include education, family income, occupation, and other parameters to segment this generation more precisely.
赵圆圆Practical Guide: From What to Do in Peak Season to What to Prepare in Off-Season
During peak season, almost all manufacturers engage in inventory loading, even major brands like Moutai and Wuliangye, which control supply in the off-season to raise prices and then accelerate distribution as peak season approaches. The key is to load inventory into distribution channels, hotel terminals, and group purchase units, not just into the general distributor's warehouse. Many manufacturers push policies and force general distributors to pay, thinking the job is done once payment is made and goods are shipped, but this is a mistake.
New DistributionThe Breakout Path for Small and Medium Instant Noodle Enterprises!
Behind a company's development are people driving product upgrades; while you may not remember who drove the company's growth, you will remember the product that contributed to the company or industry. A company's development history is also its product upgrade process. If you break through at a certain price point in a certain stage, you achieve staged victory; if you break through at each product upgrade and different price points, you become a great company growing from small to large, from weak to strong. Everything depends on people, but behind a company's development are people driving product upgrades; you cannot remember who drove the company's development, but you will remember the product that contributed to the company or industry.
常建锋Don't Panic After the Holiday: 6 Devilish Details Successful Salespeople Keep Secret
The holiday is over, and you may still be adjusting to work. This article outlines six essential tasks for liquor salespeople to handle in the first week back, including prioritizing tasks, understanding market dynamics, checking distributor status, updating promotional materials, following up on payments, and preparing for the Lantern Festival.
微酒团队Is the Channel You Think of Really a Channel?
When a concept is absent from your mind, you tend not to think about issues in that area. Worse, when your concept is wrong, you tend to let erroneous cognition guide your behavior. The former is a blind spot; the latter is a misconception. Marketing cognition upgrading helps you clear blind spots and step out of misconceptions. Do you know the 4Ps of marketing? Many can quickly say: product, price, place, promotion. But can you define these seemingly simple four words? Many will scratch their heads and find it not so easy.
张婷The Pitfall of the 10,000-Hour Rule: Most People Become Unemployed at 25, Then Collect 10 Years of Pension
This is not alarmism. We all prefer to believe the simple truth that practice makes perfect, and that diligent effort over a decade in a good job will make us experts, market darlings, and financially free. Unfortunately, ample evidence shows that for most professionals, after 10 years in the workplace, their professional skills are not much higher than they were at the start. In other words, after mastering basic workplace skills around age 25, even blind effort for another 10 years won't lead to qualitative improvement, let alone make you an authority in your field.
李少加The Future of Secondary Distributors: If Second-Hand Passers Face Transformation, Can Third-Hand Passers Escape?
A few years ago, our team assisted Hengan International Group, China's largest manufacturer of household paper and maternal and child hygiene products, in developing and implementing a 'Sales Management Transformation Project.' One key component was reorganizing the secondary distributor channel. In this book (From Trends to Action: The New Business Ecosystem of the Next Decade), we share three key principles: Transform, Stop, and Manage.
李政权Complete Guide to Terminal Merchandising Management: Boost Terminal Atmosphere by 300% in 30 Days!
Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.' Only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising.
徐涛Not Optimistic About the Future of These 8 Cities! A Red Line Divides China's Rich and Poor, Strong and Weak!
First, you must understand that, excluding policy and human factors, people and money are flowing eastward and southward. This is the general trend of China's future economy and population movement, with a line stretching from the potential central city of Shenyang in the north to potential central cities Xi'an, Chongqing, and Chengdu in the west. Where people and money gather, asset bubbles surge, making real estate more valuable, the economy more vibrant, and the city's future brighter. Following this trend, let's analyze which cities will be in an awkward position in the future: 1...
米公子Kantar's Yu Jian: Nearly 300 Million Young Consumers, Win Them Over from These Five Aspects...
In China, young consumers (aged 15-29) account for a quarter of the total population, with an absolute number exceeding 300 million, more than the U.S. population. They are a crucial consumer group for all marketers, as stated by Yu Jian, General Manager of Kantar Worldpanel China, in his speech titled 'Winning China's New Generation Consumers' at the FBIF2017 Food & Beverage Innovation Forum. The following is a summary of his speech: The food and beverage industry is undergoing structural changes driven by consumption upgrades, with declining retail traffic, rising e-commerce and convenience stores, and the need to attract young consumers through product categories, channels, occasions, communication, and promotion.
New DistributionDeep Report: Accelerating Price Hikes, Is the Condiment Industry Booming?
The condiment industry is showing positive development prospects with clear upgrade trends. After a challenging 2016, 2017 began with price increases and a recovery trend. Structural upgrades are evident as companies launch high-end products, and the high-end soy sauce market has significant growth potential.
New DistributionHow Does Yili Sell 60 Billion a Year? The "1+1 Model Store" Terminal Display Method—Learn It and Profit!
For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its "Network Weaving Plan," establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the "Ten Thousand Villages and Thousand Towns Market Project." The implementation of these two major strategies—"one vertical, one deep"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity.
王飞飞Why Are Businesses Eyeing the Infant Drinking Water Market?
According to the National Bureau of Statistics' 2011 Sixth National Population Census, children aged 0-14 account for 16.60% of the population. With the full implementation of the two-child policy, many families are having more children, and the well-being of these one or two children is the future of three families. Parents are willing to spend more on education and also focus on ensuring their children's healthy growth through proper diet, including water. This has led to a growing market for specialized infant drinking water.
New DistributionInsights from Zhang Ruimin's Quotes on Enterprise Transformation and Retail Transformation
Zhang Ruimin is a highly admirable entrepreneur, not only for transforming Haier from a small enterprise into a world-class company, but also for his keen insight into the development of the internet society, which led him to transform Haier from a traditional manufacturing enterprise into an internet enterprise. Recently, I read Zhang Ruimin's views on the present and future, which are indeed thought-provoking. I would like to share my superficial understanding of the following viewpoints with you. Zhang Ruimin: Only small and micro companies can face market uncertainty and users' personalized needs...
鲍跃忠Signs of Major Shift in China's Beer Industry Landscape
According to Nikkei Chinese, restructuring trends in China's beer industry are strengthening again. Due to economic slowdown and other factors, the beer market has contracted for three consecutive years since peaking in 2013. With overseas players intensifying their攻势, top-ranked China Resources Beer and second-ranked Tsingtao Brewery are seeing persistent weak performance. Amid no signs of recovery, merger and acquisition speculation centered on CR Beer and Tsingtao has emerged. In the world's largest beer market, a new restructuring drama may be about to unfold.
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