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 69 of 96
The Product Remains the Same, but the Distribution Channel Is No Longer What It Used to Be
The current marketing landscape for traditional FMCG companies can be summarized in three sentences: First, the product is what should change most, but it remains the same; second, the distribution channel is what should change least, but it has quietly changed; third, the Internet's greatest impact on traditional business is in communication, yet traditional companies are clearly at a loss. This article focuses on the quiet changes in the distribution channel. Why should the channel change least? Because since deep distribution began, the channel has contributed greatly to growth. However, the channel is quietly changing, with two major shifts: the resurgence of provincial distributors and second-tier wholesalers, and the impact of Internet tools on channel efficiency.
刘春雄How Should Distributors Solve Four Core Problems: Difficult Terminals, New Product Rejection, Joint Boycotts by Major Terminals, and Product Price Increases?
In the baijiu industry, terminal channel management is one of the key tasks for trading companies. Every step in the sales process—from developing new terminals, maintenance, new product promotion, price increases, expense allocation and approval, to problem feedback and resolution—affects the entire sales process and results. Today, the reporter from Jiushihui selects four common problems in the baijiu market for analysis and discussion. How to deal with regional 'old, big, difficult' terminal customers? What are 'old, big, difficult' terminal customers? 'Old' means they have been in the tobacco and alcohol business in the region for a long time...
张强No Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?
The quality of product display directly affects the success of brand cultivation. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and increasing purchase opportunities? Research shows that consumer purchases are often unplanned—seeing the product in person triggers the decision. Vivid display enhances product presentation and stimulates purchase intent. In other words, display quality is the last chance to drive sales; only products that catch consumers' attention will sell.
方刚Increase Channels, Adjust Structure, Grab Displays, Boost Sales: 4 Inventory Clearance Strategies Worth Learning!
Against the backdrop of slow FMCG growth and weak sales, clearing inventory has become a major issue for many companies and distributors. A survey of over 500 distributors by Food Board found that 22.1% chose to negotiate reduced purchases with manufacturers, while 50.1% sought promotional support from manufacturers for terminal promotions. The article recommends four strategies: adjusting product structure, expanding channels, grabbing display space, and boosting sales, along with long-term measures like managing seasonal inventory.
张帆Hou Linhui: Channel Reform for B-end? No, C-end is More Reliable!
Hou Linhui, a veteran liquor industry professional manager who has worked at Shandong Baozhen, Yinji, and Laimao, and currently heads the chain business division of Baichuan Mingpin Supply Chain Co., Ltd., offers a different perspective on the B2B wave in the channel. He argues that channel distributors need to build their own brands and that channel reform should focus on the C-end, not the B-end, emphasizing user-centric value-added services.
侯林辉Aiming at the 200 Billion Yuan Future of Laundry: Can Liby's Large-Scale Entry Change the WeChat Business Market?
For the WeChat business market, Liby is a latecomer, but compared to most well-known traditional enterprises, Liby is definitely a pioneer in entering this channel. On August 1, Liby Group announced that it would enter the WeChat business market with its 'Dr. Clean' brand, with the main product being Dr. Clean laundry sheets. This famous traditional laundry brand is about to explore a new channel. What is Liby's motivation for entering the WeChat business? Due to the rapid and chaotic development of the WeChat business market, the term 'WeChat business' does not have a good reputation among the public. Usually, when we mention WeChat business, the first thing that comes to mind is the endless spamming in our friend circles.
调戏电商Niulanshan Issues 'Decentralization Order': How Far Should the Distance Be from Manufacturer to Terminal?
Niulanshan's move is an open secret: its ultimate goal is to completely eliminate wholesalers and achieve direct manufacturer control over retail channels, i.e., 'direct terminal control.' Is direct terminal control really the only path for manufacturers to reach consumers? Niulanshan's 'decentralization order' has caused a stir in the liquor industry: starting from late June, some major products in Beijing's total distribution channels are being allocated by district, and wholesale is being banned. As a result, the number of first-tier and second-tier distributors in Beijing has been reduced from over 100 to 23. And reportedly, this is just the beginning.
窦林毅How to Make Outstanding In-Store Displays? Two Directors Share Their Tips!
In-store display is a fundamental course in the FMCG marketing industry, but in practice, understanding varies. What issues should be noted in terminal display, and how should it be done? Here are insights from two directors for your reference. Key details include capturing consumer attention, proper product placement, and maintaining good customer relations.
New DistributionA Dedicated Salesman's Distribution Record
At the routine morning meeting of the sales department, Manager Chen announced that the new product must achieve a 70% distribution rate on the day's route. The salesmen whispered among themselves, but Xiao Wang appeared confident. By 4 p.m., with the sun still scorching, Xiao Wang had completed his task as scheduled...
New Distribution6 Strategies to Break the Off-Season: No More Off-Season!
The off-season is an eternal pain for salespeople. In the off-season, if marketing methods are wrong, even great efforts are futile. Many companies respond by giving time off, training, or launching new products. However, by thoroughly analyzing the specific reasons affecting sales and innovating appropriately, it is possible to truly eliminate the off-season and achieve strong sales. Drawing on years of market experience and observations of excellent companies, this article summarizes practical methods to crack the off-season.
周广军What Is the Future Value of Distributors?
The role of distributors has changed significantly due to industry and social shifts. To define their future value, distributors must understand the value chain and rebuild it by leveraging platforms, the internet, and consumer-centric approaches.
刘圣松Restructuring the FMCG Supply and Distribution Landscape is the Mission of B2B, and Alliance is the Best Form!
Discussions on FMCG B2B platform business models have waned, with a consensus emerging that platforms fall into matchmaking, self-operated, or hybrid types, often leaning towards either improving agency efficiency or disrupting the industry, rarely aiming to restructure regional supply and distribution. The article argues that pure matchmaking under existing dealer relationships is logically untenable, while self-operated platforms face heavy asset burdens and inefficiencies. It advocates for restructuring the supply chain through division of labor, symbiosis, and cross-industry alliances, where B2B platforms integrate resources rather than replace or eliminate traditional dealers, ultimately creating a closed-loop ecosystem.
赵波10 Psychological Tactics for Effective Distribution
In marketing practice, we inevitably deal with numerous channel customers. Many salespeople return from the market exhausted, feeling that channels are difficult to handle. This article summarizes ten key channel customer psychologies—such as seeking discounts, finding faults, wanting exclusivity, following the crowd, seeking information, showing off, fearing neighbors, being wary, rejecting, and delaying payment—and provides practical strategies to address each, emphasizing the importance of understanding channel psychology for successful distribution.
JDB培训Why I Chose Sales: Words from the Heart...
People in sales: some are more willing to give, some give very little, some persist, and some give up easily when faced with difficulties, leading to different outcomes. Sales offers several advantages: a month's income could equal another person's annual salary! If you work as an ordinary office clerk, your salary is about 3,000 yuan per month, totaling 36,000 yuan a year; but if you are a salesperson, your commission in a month can exceed that amount, perhaps even in a day, after reading this article...
New DistributionEssentials of Retail Visits: Seven Questions, Eight Skills, Ten Points to Remember—Sales Must Master Them All!
Retail visits are a crucial part of marketing activities and are considered fundamental work for sales personnel. They are essential for sales promotion, new product launches, customer relationship maintenance, and product display and publicity. This article provides a comprehensive guide on how to conduct effective retail visits, covering common pitfalls, practical techniques, and key details, illustrated with real-life examples.
刘雷Are Vending Machines Becoming the 'New Battlefield' for FMCG Retail Terminals?
For FMCG products like beverages, cost and sales volume directly determine product fate, and how to control channels in the high-cost terminal market is an urgent challenge. Vending machines, known as 'super salespeople who never clock off,' offer advantages such as genuine products, zero staff, and mobile payment, making them a scarce resource for FMCG companies to layout future markets. Although not yet as prosperous as in Japan and the US, consumers in first- and second-tier cities are familiar with vending machines, and operators are beginning to taste success.
毛鑫Survey of Top 100 Ambient Lactic Acid Bacteria Beverage Brands: Shares, Channels, and Prices Reveal Trends
Since 2013, China's lactic acid bacteria beverage market has seen explosive growth, with the ambient segment becoming a key driver. By 2016, over 100 brands competed in the ambient market, with county-level cities accounting for 52.4% of sales. The market is characterized by regional brands, intense price competition, and channel diversification, with supermarkets holding 40% of sales.
司玉佩、史献芒Ten Fast and Effective Terminal Distribution Strategies
The importance of terminal distribution is self-evident, but successful distribution depends on various factors such as product, personnel capability, and terminal resistance. The key lies in correct strategies and tactics. This article outlines ten fundamental distribution tactics that every marketer must master to reduce resistance and ensure smooth distribution.
缪金宾Deep Distribution Has Failed—What Should We Do Next?
Deep distribution, once a powerful marketing tool for local companies in China for over a decade, has faded due to high costs and management difficulties. As it recedes, e-commerce ground promotion has risen, and new forms like visit-based selling and B-end e-commerce are emerging as internet-based alternatives to achieve the same goals.
刘春雄Mainstream Shift: Potential Death by Traditional Playbook
After years of 'legal education,' mainstream shift seems to have become consensus. With sales declining, companies face the challenge of growing profits despite falling volumes. The solution is to create new mainstream products, but execution often fails because marketing tactics remain unchanged.
刘春雄Not Doing Procurement, You Don't Know How Stupid Salespeople Are
Years ago, I met an old friend, Niu, at a trade show. As a procurement director at a project-based company, he handled large orders worth millions. He criticized salespeople for being foolish, saying they focus on selling but never understand buying. He explained that sales is not about selling but buying together with the customer, and he offered to teach me the common mistakes salespeople make.
New DistributionMost of the Money You Earn Is Wasted on Inefficient Distribution!
Many distributors find that despite high sales volumes, their profits are not as expected. The key is to cut costs and increase efficiency, especially in distribution. This article provides practical advice on how to plan distribution routes, prepare properly, standardize procedures, and pay attention to details to achieve low-cost and effective distribution.
崔自三New Product Launch - Refined Terminal Management
The development and design of new products carry a significant corporate mission. Firstly, innovation is the soul of enterprise progress and an inexhaustible driving force for development. To achieve long-term growth, companies must ensure product updates to meet consumer demands. Through product line sorting and development, companies continuously eliminate lower-margin products and improve profitability. Secondly, by understanding and forecasting market demand, they develop innovative, market-aware products to maintain competitiveness. Thirdly, new product launches are both a refinement of existing channels and an opportunity to develop new markets. Finally, new product development also serves to optimize and upgrade consumption structures. The market characteristics of dairy products indicate that traditional extensive models are no longer applicable, and precise launch processes can achieve high efficiency. The three basic terminal actions include standard display, free tasting, and terminal shouting. Refined channel management in display, promotion, tasting, inventory, sales, personnel, costs, and channels is essential for product sell-through.
吕驰Tianfu Cola Makes a Comeback: Does the 'Nostalgia Route' Still Work?
Recently, Tianfu Cola, which had withdrawn from the market for two decades, held a conference in Beijing to announce its comeback and national expansion, sparking renewed talk of 'national brand revival.' However, ideals are full, but reality is harsh. Whether it's chicken soup for the soul or a shot of adrenaline, in the declining carbonated beverage market, Tianfu Cola's revival path looks beautiful but is difficult to execute. Selling nostalgia is no longer effective.
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