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 65 of 96
20 On-the-Spot Closing Techniques for Salespeople
Salespeople can close deals by identifying sales opportunities, analyzing customer psychology, and quickly applying one of the following techniques. Direct request, alternative choice, benefit summary, and other methods are covered.
阿U哥The Winter of the Beverage Industry Has Arrived: What Future for Wahaha?
Wahaha, once a miracle in the beverage industry thanks to its 'joint distribution model,' now faces a bleak future as its diversification efforts have tarnished its image. Founder Zong Qinghou must confront the challenge of avoiding becoming a 'peculiarity' in an era of transformation.
刘彦领 刘书艳In the Post-Depth-Distribution Era, FMCG Enterprises Think and Change
There are no successful enterprises, only those that keep pace with the times. In an era of rapid change and uncertainty, FMCG companies must embrace change and adopt lean marketing. This article reviews the three historical stages of China's FMCG marketing and proposes three system upgrades for the post-depth-distribution era.
陆兴元Quanshihui: Unity is Business—Using the 'Troika' Model to Empower Traditional Micro Retail
At the recent Fuzhou Autumn Sugar and Wine Fair, a forum themed 'FMCG + Internet' was held, featuring representatives from Alibaba Retail Link, JD New Channel, Zhanghe Tianxia, Yijiupi, Benlai Market, Zhongshang Huimin, and Quanshihui, who shared their views on the current state and trends of the FMCG B2B industry. As the only new player with a traditional retail background, Quanshihui proposed a new cooperation concept of 'Unity is Business' amidst the prevailing rhetoric of 'eliminating second-tier distributors and subverting tradition,' and introduced a 'troika' operational approach: deep integration of micro retail supply chains, light franchise convenience stores, and community-based vertical e-commerce.
New DistributionSeven Swords to Drive Terminal Sales: Selling Wine Is No Longer Difficult!
Market challenges, consumer rejection, ineffective terminal staff, and slow product movement are common issues in terminal channels. To effectively solve terminal sell-through, one must master the seven key strategies: refined marketing team management, six golden rules for distribution, terminal recommendation rate, four dimensions of visits, terminal activation, promotions, and continuous relationship maintenance.
周平建Salespeople Earning Under 300K a Year Should All Read This!
You've drunk bowl after bowl of chicken soup, but why are you still a 'dwarf' in action, making no progress at all? The missing link is the step from knowing to doing—you're just one action away! There was a safety glass salesman whose performance consistently ranked first in the entire region. At a top salesperson awards ceremony, the host asked, 'What unique method do you have to keep your performance number one?' He said, 'Whenever I visit a customer, my briefcase always contains many pieces of safety glass cut into 15cm squares, and I also carry a hammer. When I arrive, I ask, 'Do you believe in safety glass?' Whenever the customer says no, I place the glass in front of them, hit it with the hammer on the table, and many customers are startled, but they find the glass doesn't shatter. Then they say, 'Oh my, I can't believe it.' At that point, I ask, 'How much do you want to buy?' and go straight to closing, the whole process taking less than a minute.'
New DistributionChina's Imported Food Market May Reach 480 Billion Yuan in 2018, What Trends Are Emerging?
As China's globalization strategy advances, imported foods are flooding the consumer market, presenting huge opportunities. This article reviews key trends in the imported food market for 2016, including category composition, industry status, online advantages, consumer profiles, and hot product analysis.
New DistributionSalespeople Disobey, Obedient Ones Don't Deliver, Deliverers Don't Make Money: 80% of Distributors Fail Due to Poor Management. How to Break the Cycle?
Distributors often lose money due to management failures, such as salespeople slacking off, intercepting promotional items, and misappropriating funds. Implementing sales management software can help, but success depends on the distributor's own management skills and a phased approach to change.
赵波Why Are Most Top Salespeople Outstanding Men?
A recent article about what makes an outstanding man caught my eye, as many of the criteria listed—such as resilience, confidence, empathy, open-mindedness, and the ability to see things from others' perspectives—are exactly the traits of a top salesperson. At the very least, top salespeople possess the following qualities: first, they are skilled at pleasing others; second, they can put themselves in others' shoes; third, they understand women's hearts; and fourth, they are open-minded.
梁胜威Sales Representatives Are Degrading, 99 Out of 100 Distributors Agree!
As a distributor, dealing with manufacturers' sales representatives is inevitable. Since 1992, I have encountered over a thousand such reps from various companies. Overall, there is a clear decline in their competence and personal quality over the past two decades, a sentiment shared by many fellow distributors. This article contrasts the capabilities of sales reps from ten years ago with those of today, analyzes the reasons for this decline, and suggests that the root cause lies with the manufacturers' owners.
潘文富Speculation: The Next Decade of Retail
People tend to overestimate changes in three years and underestimate changes in ten years, as Bill Gates said. Thinking early may lead to starting early. The successful companies in the market mostly just started earlier than others. With a favorable macro environment and unique market conditions, China's retail industry is poised for transformative changes in the next decade, driven by technology and evolving consumer behavior.
老王Major Controversy: Has China's Economy Reached the Bottom of the 'L' Shape?
At the third Shenzhen Damesha China Innovation Forum, economists debated whether China's economy has hit the bottom of its 'L'-shaped growth. Some believe it is near or at the bottom, while others, like economist Li Yining, argue the turning point is far off. The forum highlighted concerns about risk control in the coming year.
卢丽涛 王玉凤Sorry, Business Is Tough This Year, No New Brands!
Distributors may slow down or stop taking on new brands, but have they carefully reviewed their existing ones? The deeper reason behind this is that under the new economic normal, distributors have failed to adapt quickly to changes in channels and terminals, and have not adjusted internal management to cope with fierce competition, leaving them passive and seeing their business shrink.
New DistributionThree Basic Principles for Marketing Personnel to Operate Terminals and Build Vivid Point-of-Sale Displays
Marketing has three transformations: terminal mediaization, sales communication, and PR implementation. These are the three basic principles for FMCG marketing personnel to operate terminal retail stores and build vivid point-of-sale displays. In increasingly fierce market competition, achieving these requires good customer relations and sufficient market expenses, but almost all sales personnel feel funds are insufficient. Fan Xianguo, chairman of Jinmailang, once joked: 'If I give 2 jin of beef with every pack of braised beef noodles, what do we need marketing personnel for?' Indeed, a marketing person's value lies in maximizing sales with minimal market resources.
张宇Boss, How Long Has It Been Since You Personally Visited Clients? Are Your Clients Yours or Your Salespeople's?
As distributors grow, they become increasingly dependent on employees, but few bosses can effectively direct them. The basic profit model for distributors is simple: buy from manufacturers and sell to downstream clients for a margin. Downstream clients choose to buy from a distributor based on factors such as product strength, recognition of the boss, recognition of the sales staff, and the distributor's operational systems. To sustain growth, distributors must build operational systems that reduce reliance on individuals, starting with rebuilding personal relationships with clients and centralizing client management.
潘文富Wahaha's Growth Slows to 2% in First Half of 2016, Seeks Breakthrough by Repairing Channels
Wahaha's development is hitting a ceiling. Zong Qinghou publicly told media that the beverage industry is facing a downward trend, with Wahaha's growth rate dropping from over 20% in previous years to over 4% last year, and only over 2% in the first half of this year. China's beverage market has entered a cold winter, and slowing growth is an indisputable fact. Hangzhou Wahaha Group, which has dominated China's beverage industry for decades, faces challenges in the mobile internet era that traditional store operation models cannot solve. With weak internal innovation and fierce external competition, Wahaha attempts to restructure its channels, but can this change become a breakthrough?
吕进玉In the Next Decade, Traditional Industries Will Disrupt the Internet
Three years after Dong Mingzhu and Lei Jun made a 1 billion yuan bet, Dong remains steady while Lei struggles, highlighting the arrogance of internet tycoons who lack respect for consumers. The article argues that the internet bubble will be burst by traditional industries, which embody true craftsmanship and consumer respect.
Dr.海松The 62-Character Principle for Rapid Distribution Success!
During the distribution process, dealers who follow the principle of speed-to-win can quickly and effectively get products to the point of sale, meeting consumer demand promptly and achieving zero inventory. This principle is reflected in several aspects, including prioritizing key areas, broad seeding with focused cultivation, using small wins to attract larger deals, and persistent follow-up.
牛恩坤How to Achieve Beautiful Displays Like Others? Mastering Replenishment and Tidying is the Foundation
This article outlines the basic principles of replenishment and tidying in retail stores, emphasizing the importance of maintaining well-stocked shelves and organized displays to enhance the shopping experience and sales.
胤沣FMCG Industry Shifting Towards a 'Consumption-Driven' Model | In-depth Report
Since the 2008 global financial crisis, the world economy has been in constant turmoil, and China's economic growth center has gradually declined. The 6.9% GDP growth rate confirms the arrival of the 'new normal' economy, and China's economy will soon shift from an 'investment and export-driven' model to a 'consumption-driven' one. A recent consumer goods report by Roland Berger points out that Chinese consumers are exhibiting richer consumption behaviors: declining disposable income and extensive consumption experience are making consumption decisions more rational and sophisticated, while rapid changes in consumer demand and differentiation are creating new needs.
郭洁Vehicle Sales vs. Route Sales: Which Is Better? Hear What the Experts Say...
A recent WeChat group discussion among industry insiders debated the merits of route sales versus vehicle sales, sparked by a leaked Shuanghui document. The article compiles the lively exchange, covering factors like SKU count, product shelf life, market density, and management efficiency, concluding that the best model depends on context and that future trends may favor e-commerce platforms with centralized delivery.
刘金•营销群In Market Development, Should You 'Catch Fish' or 'Raise Fish'?
This article analyzes the market challenges faced by liquor companies in W market, G province, where a large circulation distribution model has led to thin margins, regional cross-selling, and low-price sales. It proposes a strategic shift from 'catching fish' (pursuing short-term sales) to 'raising fish' (building market foundations) through channel restructuring, enterprise-led investment, and team transformation.
任圆The Transformation Direction of Deep Distribution in the Internet Era
Deep distribution is a tactical system, not a strategic one. It is a sales accelerator and a powerful offensive tool for both traditional FMCG companies and internet companies (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, and with the advent of the internet era, voices predicting its decline have grown, especially as many traditional companies skilled in deep distribution have seen performance decline.
方刚Terminal Development Is a Positional Warfare: Have You Fallen into These Four Pitfalls?
In the current FMCG market, where competition is increasingly fierce and brand homogenization is severe, terminal development is like positional warfare: 'When blades are short, the brave win.' To win, companies must formulate a strong terminal strategy based on their overall strength, specific products, and actual market conditions, and build a strong terminal service team for planned, step-by-step terminal development. The most common mistakes in terminal development include setting unrealistic goals, unclear objectives, lack of a concrete distribution plan, and inadequate after-sales service.
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