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 77 of 96
How to Handle Terminal Display? Remember These 9 Words!
From the principle of simplified management, display is actually a meticulous task that requires care. If executed according to basic requirements, it can effectively enhance store image and boost sales. The nine key words are: quantity, concentration, ease, completeness, cleanliness, association, timeliness, brightness, and color.
New DistributionPractical Preparation Guide for In-Store Promotions
This article provides a practical guide to planning and executing retail promotions, covering key principles, types, processes, budgeting, and preparation checklists, with a focus on detail-oriented execution.
艾建军Liang Jian: Restructuring! Keywords for the Transformation of China's Food Industry from 2016 to 2020!
In recent years, the downturn in the macro economy, changing consumption patterns, and the impact of the internet have profoundly affected China's food industry, leading to two contrasting views: one that the era of high growth has ended, and another that structural growth can still yield 50-60% or even 100% increases. The reason for this divergence is that the industry has entered a period of 'restructuring,' encompassing brand, product, and promotional methods.
梁剑10 Development Trends in China's FMCG Industry in 2016
As China's economy undergoes deep transformation, the FMCG market is facing new challenges and opportunities. This article outlines four key memories from 2015 and ten predictions for 2016, covering growth, consolidation, M&A, consumer polarization, food safety, and digital marketing.
朱丹蓬Standard Solutions to 24 Common Refusal Reasons in Terminal Distribution
During FMCG terminal distribution, especially when launching new products, salespeople often encounter customer objections they cannot answer, hindering communication and deals. This article provides standard responses to common customer resistance points, distinguishing between genuine and false objections.
刘利民Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春Doing Township Terminal Distribution Work This Way Works Better!
For FMCG distributors, the primary marketing issue is to get products in front of consumers before purchase intent can arise. However, many small retail terminals in township enterprises are weak, numerous, densely distributed, and have low traffic, selling to whoever offers the highest profit with little loyalty. How to solidify the 'territory' you've worked hard to conquer and form a sound sales network is a common challenge for manufacturers and distributors. Improving distribution coverage through proactive promotion to achieve effective sales is particularly important. Therefore, distribution...
New DistributionGift Promotions Can Only Be the Icing on the Cake
Gift promotions should only be the icing on the cake, not a lifeline. Promotions should arrive when customers are eagerly anticipating them. Many misunderstand gift promotions, thinking they are solely for boosting sales, but they should only be used when there is already a customer base, to give a final push to increase market share, not to stimulate purchases of products with no reputation or consumer base.
薛家海Five Taboos for Salespeople Dealing with Customers
Salespeople often interact with customers, and over time, they become familiar and even friends. However, familiarity can lead to unintentional mistakes or even principled errors. The following are common taboos that salespeople tend to overlook when dealing with customers: First, speaking ill of customers behind their backs; second, using customers' belongings; third, revealing customers' secrets; fourth, sowing discord among customers; fifth, calling customers brothers.
梁胜威Understanding the Consumption Psychology of the Post-90s Generation
While businesses are still trying to figure out the post-80s generation, the post-90s generation, a massive group of about 140 million people, is becoming a major consumer force. The next decade will undoubtedly belong to them. It can be said that whoever captures the post-90s generation will seize the market high ground. Defining the post-90s generation with a single label is difficult, as they defy authority and have their own realistic assertions, experiencing new lifestyles in the virtual world of the internet while daring to challenge cutting-edge consumer trends.
丁家永Bold, Meticulous, Thick-Skinned: The Seven-Character Mantra for Sales Success
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation, 'Let me tell you a secret: seven characters—bold, meticulous, thick-skinned.' In romance, these seven characters are indeed an invincible weapon. We often see that some idle guys around us often have a beautiful girlfriend on their arms, and these girls may not have been conquered by money, power, or looks, but they surrender under the fierce attack of these seven characters. And aren't these seven characters also the seven-character mantra for a successful salesperson?
游昌乔The Art of Distribution for New Product Launches
Distribution is the first step in bringing a new product to market, and it is crucial. The path of distribution for a new product launch requires careful planning and attention to detail. To succeed, one must first understand the characteristics of distribution, the standards to follow, and how to formulate the right distribution strategy. The following details the intricacies of new product distribution.
New DistributionRefined Cultivation: Escaping the Promotional Swamp
In today's terminal-dominated market, promotions are like a swamp that must be crossed to boost sales, hiding traps beneath a calm surface. With increasing and homogenized promotions in the industry, we must find solid footing by differentiating our approach, understanding consumer psychology, and integrating various marketing tactics.
刘孝明Five Thoughts on the Future Marketing of Food Enterprises as 2016 Approaches
As 2015 draws to a close, the falling snow and cold weather signal that future marketing efforts will also be chilly; excessive optimism and letting things take their natural course will not yield good results. To achieve good marketing performance in the future, entrepreneurs and marketing managers need to better integrate resources in areas such as products, channels, customer service, personnel incentives, and competitive strategies to cope with market developments. Here are some thoughts to share and discuss.
New DistributionUnderstanding the Relationship Between Baijiu and Deep Distribution
Why do some companies succeed with deep distribution while others fail, leading to rising marketing costs and wasted distributor resources? This article explores the strategic significance and value of deep distribution, examining its two contrasting perspectives, concept, and the key factors for successful implementation.
朱志明How Distributors Can Secure Prime Displays in KA Stores
After a distributor opens an account in a store, securing the best display position to showcase products to consumers becomes the most critical action. Prime displays, known as 'golden displays,' can decisively boost product sales. This article analyzes what constitutes a golden display and offers strategies for distributors to obtain and maintain these valuable positions.
陈崖枫Yijigou: Building a Harmonious Channel Ecosystem
While B2C e-commerce platforms are engaged in price wars with no clear future, B2B e-commerce seems to exist in a different world. Yijigou, a B2B platform, achieved nearly 40 million yuan in transactions on Double 11 and surpassed 100 million yuan in total transactions within two months, covering over 20 cities. The company aims to become the mobile ordering platform for 10 million retail stores.
尚阳14 New Trends in Promotions for the Next Decade: Old Promotion Dogmas Are Out! The Era of Interconnected Promotions Has Begun!
In the old world of marketing, there are many promotion dogmas that are increasingly outdated and hindering. Now, let's forget the old rules that said this is impossible, that is impossible, this condition must be met, that condition must be met, because the baseline for satisfaction has been lowered almost without limit, and the boundaries of impossibility are nearly impossible to find. 1. Eight trends in promotion development that break the old and establish the new: 1. Promotions have become more reversible: in the past, our promotions were irreversible, like spilled water; however you set them, that's how they ended up.
李政权Seven Dimensions for Sales Supervisors to Check Salesmen's Work in the Field
From the perspective of employee visit efficiency, when the company is pushing new product distribution and leaders are anxious, it's possible that employees are slacking off, ending their work early, or even skipping visits altogether. There may also be missed orders, where employees fail to secure all possible orders during their visits. If such issues exist, they should be addressed in morning meetings with rewards and penalties, and the penalty for missed orders should be publicly announced to motivate everyone to push new products and improve personnel management efficiency. From the barcode distribution perspective, new products may not be suitable for all outlets, so it's important to check if employees are following the distribution standards and whether those standards need adjustment.
New DistributionJDB's Success: It's Deep Distribution, Not Positioning!
Deep distribution has many classic and successful cases. Amidst the jungle of competing theories, practice is the sole criterion for testing truth. Li Dayi learned Teacher Bao's deep distribution theory 13-14 years ago and applied it in the market, which greatly enhanced his skills. He argues that JDB's true core competitiveness lies in its deep distribution capability, the strongest among all domestic FMCG companies.
New Distribution10 Trends in China's Baijiu Industry in 2016 and Beyond
The rapid development of the internet, China's economic downturn, restrictions on official consumption, drunk driving laws, a generational gap in baijiu consumption, and various industry malpractices have collectively plunged China's liquor industry into a state of panic and confusion. Many liquor companies and distributors are struggling to define their future direction and path, unsure whether the road ahead holds opportunities or pitfalls. What phenomena will emerge in 2016? What are the future development trends?
朱志明31 Trends in Traditional Channels Over the Next Decade: The Future Won't Need So Many Distributors, Second-Tier Dealers, Outlets, or Even Sales Representatives
The article outlines 31 trends in traditional distribution channels over the next decade, predicting a significant reduction in the number of distributors, second-tier dealers, and retail outlets, as well as sales representatives, due to the rise of e-commerce, mobile technology, and data-driven operations. It covers changes in distributor, second-tier dealer, and terminal channel trends, as well as transformations in physical stores.
李政权Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, pushing marketers to create numerous ineffective outlets that kill the product. To sustain growth, channel focus is essential: screen outlets and target 'quality fish'.
New DistributionInternal Training Guidelines for Terminal Display of a Yili Milk Distributor: Practical and Effective
Standardized display is crucial for influencing consumer purchase decisions, enhancing brand loyalty, attracting impulse buyers, and increasing sales. This training manual outlines the purpose, principles, and specific requirements for effective product placement in retail outlets, including shelf positioning, date management, and special displays.
徐汉强