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 73 of 96
Summer Peak Season: Complete Implementation Plan for Beverage Terminal Promotional Gift Packs
The beverage consumption peak season typically begins at the end of April, making in-store consumer promotion crucial for sales performance. To boost distribution sales, major companies usually launch corresponding gift pack promotions during this period. This article presents a brand's implementation plan for terminal promotions from April to June, covering policy details, operational procedures, precautions, costs, and verification, as well as additional guidelines for June sales activities.
张山Is the Opportunity for Distribution E-commerce Here? Insights from Yantai Yishang Logistics
A recent visit to Yantai Yishang in Yantai excited me. Unlike previous e-commerce that conquered commerce with internet, Yishang is a commercial player using the internet to solve previously unsolvable problems, reshaping China's fragmented commercial system without burning cash or gimmicks, offering real value. Since Taobao's rise, distributors have felt threatened by disintermediation, but with nearly 30 trillion yuan in retail, e-commerce only accounts for 10%, leaving traditional channels dominant. After visiting Yantai Wanshanggou, I believe the time for distribution e-commerce has come.
刘春雄The Most Practical Way for Salespeople to Succeed: 'Bold, Meticulous, Thick-Skinned'
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation: 'I'll tell you a secret in seven words: bold, meticulous, thick-skinned.' These seven words are not only a winning formula in romance but also the golden rule for successful salespeople.
New DistributionWhy Is Alibaba's 1688 Retail Connect Model Not Selling Well?
With the launch of Alibaba's 1688 Retail Connect and JD's New Route, the traditional retail industry is in a state of panic. However, the author argues that these B2B models will be 'praised but not popular' due to issues in their business model, product selection, and profit distribution, and suggests that a new model like Beiquan's 'Internet + convenience store' may represent the future.
chenmali8 Tips for Posting Promotional Posters at Retail Outlets (Easy but Not Simple)
To compete with rival products at the retail level, FMCG companies frequently run consumer promotions, making posters a crucial tool for conveying promotional information on the ground. During peak promotional periods, poster space at various retail outlets becomes as crowded as a train station during Spring Festival travel rush. Many companies and distributors complain that despite distributing nearly 2,000 posters in a small county, they are barely visible at retail, while competitors' posters remain prominently displayed. Moreover, mom-and-pop store owners are reluctant to post them on their storefronts.
New DistributionLift, Cut, Stick, Move, Arrange, Stuff: Standard Actions for Beverage Display in Mom-and-Pop Stores
Every March and April, major beverage manufacturers launch their annual water war, and the daily basics for every frontline sales rep are to push inventory into stores, stock shelves, and fill coolers. But there's real skill in how to do this. The author summarizes six standard actions for terminal operations: lift, cut, stick, move, arrange, and stuff. These six words help sales reps know what to do and how to do it at the store level. Lift: as the name suggests, it means pulling our products out of the small store's warehouse, but where to lift them to? That's where the skill lies.
赵波How to Achieve Dynamic In-Store Displays?
China is a super manufacturing and copying powerhouse; once a product sells well, numerous imitations appear overnight. Therefore, it is crucial for manufacturers to capture consumers' attention through effective in-store display merchandising, as improved displays can boost sales by over 20%.
New DistributionSalespeople: See, Listen, Play – 'Three Skills to Win'
Salespeople are often told to master 'three skills': seeing, listening, and playing. While these are common catchphrases, not every salesperson knows how to apply them effectively. Drawing on years of practical experience, the author focuses on the second skill – listening – and provides detailed guidance on whom to listen to, what to listen for, and how to listen, to help sales professionals gather valuable information and ultimately win.
New DistributionInstant Noodles at 30 Yuan and Toothpaste at 65 Yuan: Can 'Luxury' FMCG Products Win Over Consumers?
Instant noodles selling for 30 yuan and toothpaste for 65 yuan are examples of FMCG brands venturing into the high-end market. While some consumers are willing to pay for premium packaging and perceived quality, others question the value, and experts warn that high prices must be justified by genuine product quality and consumer demand.
孙杰 樊一婧Practical Sharing | To Do Well in Distribution Channels, Rely on These Three Moves
The article, written by Xiao Yunfeng of Yuanjing Consulting, discusses how to effectively manage distribution channels in the baijiu industry during the current adjustment period. It emphasizes the importance of building a strong team, streamlining product offerings, and systematically classifying retail outlets for targeted operations.
肖云峰A Comprehensive Look at FMCG Sales Visit Procedures at Coca-Cola, P&G, Unilever, and More: Key to Efficient Terminal Visits and How SMEs Can Apply and Adapt
International FMCG giants like Coca-Cola, Pepsi, P&G, Unilever, and Colgate require their salespeople to conduct standard terminal visits, yet most salespeople merely go through the motions. This article outlines the systematic visit procedures of these multinationals, highlights the key to efficient terminal visits, and offers practical advice for SMEs on how to apply and adapt these methods.
New DistributionMastering the Methods for Effective Retail Visits
In actual sales work, we often observe numerous problems in salespeople's retail visits that prevent the visits from achieving their intended effect. These issues mainly include: 1. Visits without purpose; 2. Visits without regularity; 3. Inadequate preparation for visits; 4. Lack of methods in retail visits; 5. Too long intervals between visits; 6. Lack of etiquette in retail visits; 7. Visits that fail to solve problems. Therefore, for marketing personnel to make their retail visits highly effective, they must avoid the above problems...
伯建新Terminal Visits: Three Steps to Quickly Build Trust with Small Stores!
To build trust with small store owners, salespeople should first make themselves memorable by dressing neatly, avoiding long pitches, and helping out in the store. Then, they should learn about the customer's personnel, products, and customer flow to understand their needs. Finally, they must earn trust through sincerity, professionalism, considering the customer's interests, knowing when to refuse unreasonable requests, keeping promises, and showing loyalty.
New DistributionPractical Guide: What Standards Should a First-Class Terminal Display Meet? Can You Recite the 9-Character Product Display Principle?
This article discusses the key considerations for terminal displays, including attracting consumer attention, enhancing brand image, intercepting target consumers, and rational comparison with similar products. It also covers the selection of display locations, display principles, and strategies to secure better display positions, concluding with the nine-character display principle: quantity, concentration, ease, completeness, cleanliness, connection, timeliness, brightness, and color.
New DistributionBy the Time the Market Matures, Where Will Your Opportunity Be?
Great people are great because of their extraordinary insight, decisiveness, and execution. A fisherman hesitated to cast his net until he was sure fish were present, but by the time he checked, the fish had fled. The lesson: don't wait for perfect conditions; act boldly on your instincts, as opportunities are lost when you delay.
New DistributionDo You Understand Product Trends?
The annual Spring Sugar and Wine Fair concluded in Chengdu with total transactions reaching 23.02 billion yuan, including 11.87 billion for alcohol, 8.71 billion for food and beverages, 1.39 billion for condiments, and 1.05 billion for food machinery and packaging. The article analyzes trends across categories: liquor shifting to mid-low price bands targeting younger consumers, light beverages emerging as a hot category, and snacks trending towards multi-flavor fusion and convenience.
丁忠卫Do You Know How to Distribute? 3 Strategies and 10 Tips for Mastering Terminal Distribution Details!
Terminal sales begin with distribution. Whether you're a seasoned FMCG veteran or a newcomer, everyone talks about 'terminal success' and 'channel success,' but overlook that 'without a solid foundation, everything shakes.' Distribution is the most basic market groundwork. Do you know how to distribute? Have you encountered difficulties? Do you know how to solve them? Strategy 1: Preparation before distribution.
New Distribution8 Standard Steps for Sales Reps Working with Distributors: Right Methods Lead to Faster Distribution and Better Sales!
Working with distributors on delivery routes is a fundamental task for frontline sales reps, serving as a key channel for customer service and relationship building. It not only helps understand the market and find solutions but also strengthens bonds with clients, boosting their enthusiasm and cooperation. However, many reps end up as mere loaders, missing opportunities to improve performance. This article breaks down eight standard actions—communication, verification, discovery, opening boxes, grabbing prime positions, organizing shelves, positioning near competitors, and closing orders—to help reps add value and drive sales.
姚占伟After the Boom and Bust, What's Next for Pre-mixed Cocktails?
After explosive growth, pre-mixed cocktails saw a sharp decline in 2015, but for the category as a whole, this may be an opportunity to break down and rebuild. The market appears to have hit a bottleneck.
钱睿荪68 Taboos Every New Salesperson Must Know
This article outlines 68 common mistakes that salespeople should avoid when dealing with customers, ranging from forgetting names and improper dress to poor listening and inadequate after-sales service. It emphasizes the importance of professionalism, customer respect, and effective communication to build trust and close deals.
New DistributionBlank Outlet Distribution: Rejection Is Inevitable, but a Salesman with No Solutions Is Incompetent!
Terminal owners face many salesmen daily and respond mechanically, so they often repeat phrases like 'business is bad,' 'can't sell,' 'not needed,' 'already have this,' 'not interested.' To handle this, reflect on the following: Before entering a store, pay attention to your image, which gives the product character; details like opening doors, smoking, and rain matter. After entering, observe licenses, the owner, competitors, and practice silence. When speaking, focus on profit and address common objections with strategies like comparing advantages, leveraging brand and support, and maintaining control over policies.
New DistributionSalespeople Are Degrading, 99 Out of 100 Distributors Feel the Same!
As a distributor, dealing with manufacturers' salespeople is inevitable. Since 1992, the author has encountered over a thousand such salespeople. Overall, the capability and quality of manufacturers' salespeople have been on a declining trend over the past two decades, a sentiment shared by many distributor peers. This article contrasts the characteristics of salespeople from ten years ago with those of today, analyzes the reasons for the decline, and suggests that the root cause lies with the manufacturers' bosses.
潘文富Improper Shipping, Improper Delivery, Overstocking, and Failure to Follow FIFO at Retail: How Can Distributors Reduce Excess Near-Expiry Products?
The article discusses the causes and solutions for near-expiry products at the distributor and retail levels. It emphasizes proactive prevention, proper inventory management, and handling issues without burdening the company, while warning against altering production dates.
New DistributionAnalysis of Development Trends in China's Baijiu Industry in 2016
Since 2012, the baijiu industry has entered an adjustment period. Although some enterprises are still in deep adjustment, most have completed adjustments, and the industry as a whole has begun to rebound from the bottom. This implies that mergers and acquisitions among enterprises will accelerate, increasing industry concentration, which will become a development trend in the coming years. Report data shows that in 2015, the year-on-year decline in the national baijiu wholesale price index narrowed month by month, with a cumulative decline of 2% for the year, narrowing by 1.84 percentage points compared to the same period last year, and the difference between monthly highs and lows was only...
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