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 68 of 96
How to Drive Away Competitors at the Point of Sale in FMCG
Supermarkets are the battleground for FMCG products. If your in-store display is poor, distributors not only fail to sell and make money, but also risk being squeezed off the shelves and locked out by the supermarket. Effective merchandising attracts consumer attention, stimulates purchases, and boosts sales.
刘大贺This Might Be the Best Consumer Research Report of the Year! Top 10 Consumer Trends for 2016
Euromonitor International has released a research report on global consumer trends for 2016, summarizing the ten most important consumer trends of the year. This is an abridged version of that report.
New DistributionHow to Multiply Your Income in the Coming Years?
The author argues that to multiply your income in the coming years, you need to follow the trend. For employees, this means becoming a scarce talent in a sunrise industry; for entrepreneurs, it means anticipating trends 10-20 years ahead, such as demographic and income structure changes.
P与N的协奏Building Stronger Distributor Relationships Matters More Than Grabbing Terminals!
Good distributor relationships can generate greater sales! While it's important to seize sales terminals, it's even more crucial to strengthen distributor relationships. In fact, terminal relationships are more important than competing for terminals. First, without good terminal relationships, various terminal tasks are difficult to carry out smoothly. Second, without good terminal relationships, some terminal investments may not yield their full potential, whereas good relationships can maximize the benefits of such investments. Third, terminal relationships themselves have direct promotional power. Good relationships make it easier to achieve twice the results with half the effort: for example, in product recommendations, terminals are more willing to recommend your products to customers...
李成林Waterfall, Gap, Compression... Basic Product Display in Hypermarkets Should Be Done Like This!!!
How is your supermarket display? When displaying products, have you considered the customer's shopping experience? Have you prioritized a stable foundation with easy-to-browse and easy-to-reach displays? Are you continuously optimizing the overall 'appearance' of your store displays? In fact, product displays in various stores evolved from clothing displays—known in the industry as VMD (Visual Merchandising)—which includes VP, PP, and IP skills. Additionally, POP (Point of Purchase) displays are indispensable as the best supporting role in the store.
亦品商业Five Looks, Eight Questions, Four Checks, and Ten Elements of Sales Points: Essential for Store Visits!
This article provides a comprehensive guide for FMCG sales representatives conducting store visits, covering five key observations (display, sales staff, promotions, products, and opportunities), eight questions to ask (sales, products, promotions, store policies, consumer feedback, barcodes, relationships, and training), four checks (sales data, inventory, promotional materials, and sales reports), and ten essential elements for effective point-of-sale execution.
New DistributionEight Actions for Frontline Staff Riding Along on Delivery Routes to Make Market Visits Valuable and More Efficient
Riding along on delivery routes is a fundamental task for frontline sales staff, serving as an excellent channel for customer service and relationship building. It not only helps better understand the market and find solutions, acting as a consultant and advisor to customers, but also deepens the bond between staff and customers, greatly enhancing customer enthusiasm and cooperation. This article breaks down eight key actions for frontline staff to perform during ride-along deliveries to maximize the value of their market visits.
姚占伟Ten Ways to Get Terminal Owners to Stock Up and Reduce Your Inventory!
How can you quickly cycle through distribution? Today, we bring you 10 tips for accelerating terminal distribution, summarized from eight years of experience by a top salesperson. Learn these and you'll have terminal owners stocking up while your inventory shrinks!
New DistributionA Three-Birds-One-Stone Meeting Strategy: Hold Meetings on the Frontline Market!
“Peak season for sales, off-season for market development” has become an unwritten rule. Off-season market development involves market research and activity planning, competing on sales reps' diligence and policy attractiveness. However, when the off-season coincides with an industry adjustment period, both distributor and company teams may suffer from low morale, affecting efficiency. When the off-season meets intense competition, traditional methods become less effective. Thus, this off-season, we need innovation—"hold meetings on the frontline market"—to boost morale and ensure execution.
New Distribution20 Key Considerations for Sales Newcomers Visiting Clients
Before visiting clients, sales newcomers must schedule appointments in advance, research client information, prepare materials and competitive rebuttals, and arrive early. During the visit, they should maintain a professional image, show confidence, find common topics, ask probing questions, guide client needs, engage with decision-makers, listen actively, and be sincere. After the visit, they should follow up and remember that major deals often happen outside formal meetings.
袁非武Ma Yun's Latest Speech: These 70 Million People Are a Rare Opportunity for China
In a recent speech, Jack Ma highlights China's remarkable achievement in lifting 660 million people out of poverty in just over 30 years, and the government's ambitious goal to eradicate poverty for the remaining 70 million by 2020. He emphasizes that poverty alleviation is not just a responsibility but a great opportunity for entrepreneurs, urging them to contribute to education and sustainable development.
New DistributionSalesperson Visit Techniques: Help Store Owners Calculate 14 Profit Accounts to Make Terminal Stores Rush to Stock Up!
What to do when terminal store owners refuse to stock up? You've visited multiple times, tried various sales models, but the owner still shows no intention to order. Many salespeople encounter similar issues during terminal visits. In fact, it's not that the owner doesn't want to stock up, but your approach is wrong, and your words don't hit their pain points. This article compiles some techniques for terminal visit sales, starting from the product structure and sales profit of terminal stores, to guide them into stocking up.
魏庆How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明2016 Imported Food Consumption Trend Report
Based on data from the First Financial Business Data Center, the 2016 report on imported food consumption reveals that the main categories are snacks, dairy, beverages, nutrition and health products, kitchen foods, and tea and instant drinks. The industry is growing rapidly due to rising disposable income and demand, with e-commerce becoming a key channel, and consumers are increasingly concentrated in first- and second-tier cities, with young and middle-aged people as the main buyers.
New DistributionThe Company is a Ship, and We Are All on Board
The company is like a ship; when you join it, you become a crew member. Whether the ship returns fully loaded or runs aground depends on whether you work together with all other crew members. This article emphasizes the importance of treating the company as your own, sharing weal and woe with the boss, and being an owner rather than a passenger.
李双双Promoting 30-Yuan Premium Bottled Liquor: Are Old Village Chiefs Collectively Transforming? (Trend in Bottled Liquor Already Evident)
Recently, reporters from Weijiu discovered that Laocunzhang, a representative of bottled liquor, launched a new product called "Lechun" priced at 30 yuan per bottle, signaling a shift towards higher-end products. This move, along with similar actions by other brands like Longjiang Jiayuan, reflects a broader trend of bottled liquor companies upgrading their products and targeting new consumer segments.
New DistributionTraditional Enterprises Are Undergoing Disruptive Restructuring: Will You Be Destroyed or Reborn in the Future?
Traditional enterprises are undergoing disruptive restructuring. The scary part is that many companies caught in this wave are unaware of the threat of destruction or the opportunity for rebirth. Such companies lack a future. Let's run toward the future now. The direction toward the future: change your posture.
李政权Three Strategies for Peak Season Sales
Before the peak season, after FMCG manufacturers have stocked up and pushed inventory to distributors, the next step is to drive product sell-through. Sell-through is more important than stocking because only when products truly move through the channel can the 'dangerous leap from commodity to money' be achieved, meeting sales and profit targets. To achieve hot sales, manufacturers must do three things: activate terminals, use promotions, and provide excellent service.
崔自三Deep Dive: Some Speculations on the Future of FMCG Channels
The consumer goods market has been in a downturn for two years, and the macro environment suggests more bad news ahead. In China's past 30 years, sales growth has relied on four forces: market base, category penetration, category upgrade, and market share expansion. Now, with growth stagnating, companies face challenges from e-commerce, which is disrupting traditional channels, and the rise of 'small but beautiful' brands. The article speculates on the evolution of distribution channels, predicting a trend toward flattening and scaling, the rise of B2B platforms, and changes in retail formats, with implications for brand manufacturers and distributors.
老王Manufacturer-Dealer Rivalry: The Preservative for Distribution Channels!
The topics of distributor transformation, upgrading, and second-time entrepreneurship have been hot in the marketing world over the past two years. Distributors have long felt pressure from manufacturers' channel refinement and e-commerce's rise, which often aim to disintermediate them. This article explores the value of manufacturer-dealer conflicts through the story of Lao Song, a building materials distributor who attempted a second venture with a crowdfunding model, only to face challenges that highlight the importance of maintaining a balanced triangular relationship among manufacturers, dealers, and consumers.
黄润霖Key Factors for Efficient Product Distribution in the Off-Season
During a tea break at my public course "Ten Practical Skills Training for Marketing Personnel," a marketing staff member from a liquor company shared his current dilemma: the company requires strengthening off-season market development efforts and performance, but despite substantial policy support, it's difficult to operate. I gave him several suggestions in ten minutes, which are now organized for reference. Sales have off-seasons, but marketing never does; impressive peak-season sales are often built during the off-season. Therefore, emphasizing and strengthening off-season market operations can lay a solid foundation for doubling peak-season performance. However, during the consumption off-season, terminal demand is weak, channel members are less motivated, and the difficulty of off-season distribution is imaginable. Today's market competition is no longer about big fish eating small fish, but fast fish eating slow fish; whoever seizes the off-season market opportunity becomes the winner in the peak season. To help more marketers master effective off-season distribution skills, I have compiled the questions raised by students here for exchange with colleagues.
闫治民The Key to Channel Reform Is to Reverse Losses and Follow Trends! Nongfu Spring's Big Customer System Will Surely Backtrack!
As a benchmark in China's food, beverage, and FMCG industry, Nongfu Spring's every move attracts attention. Recently, rumors about its drastic reduction of distributors in favor of a big customer system have circulated, sparking various discussions. In my view, times have changed; Nongfu Spring's implementation of the big customer system is temporary and it will inevitably backtrack. Has the time truly matured for Nongfu Spring to implement the big customer system? While everyone emphasizes intensive channel cultivation and regional deep cultivation, the news of Nongfu Spring adopting the big customer system has surprised many...
李政权You May Not Decide Sales, but You Can Use These Methods to Do Great Displays!
Many companies assess performance based on sales commissions, but some only assess displays, and can display products very well. Sales volume may not be determined by salespeople, but display quality is within their control; other factors rely on brand, advertising, promotions, and price to attract consumers. Display plays a crucial role in the entire sales process. Poor product display will inevitably lead to the failure of the entire sales process; if basic terminal display work is done well, consumers' attention to products will significantly increase, effectively boosting purchase probability.
New DistributionWhy Companies Fail to Grow: The Reasons
This article summarizes four reasons why startup companies fail to grow: short-sightedness, small-mindedness, lack of external resources, and lack of internal talent. It emphasizes the importance of strategic thinking, long-term vision, leveraging social resources, and building a strong team.
New Distribution