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 80 of 96
System Analysis: Why Products Don't Move at the Terminal
Products sitting on shelves often fail to sell, leaving many companies puzzled. This article explores the underlying causes, from strategic issues like brand building and packaging design to tactical factors such as display, promotion, and channel management, offering insights to address the problem effectively.
王济保Where Will China's Channel Development Head in the Next Decade?
This article analyzes the evolution of distribution channels in China's FMCG market, predicting that wholesale markets will decline, supermarkets will face challenges, e-commerce will grow but not dominate, and special channels like community convenience stores and gas station shops will rise. It emphasizes that companies must grasp channel trends to succeed.
余华卫Graphical Management of Small and Medium Outlets
Common problems with small outlets: 1) Low sales per outlet and high service costs; 2) Salespeople skilled at visiting these outlets are hard to manage; 3) Owners of small and medium outlets often have low education, making them seem difficult to deal with, and new salespeople often fear them, making it hard to recruit and train salespeople for these outlets. These factors severely limit distributors' enthusiasm for developing small and medium outlets, while manufacturers' salespeople, often more educated, lack experience in visiting small outlets and are even more fearful, offering little help. So how can distributors be assisted in developing small outlets? First, map out the distribution of small outlets.
New Distribution8 Analysis Dimensions, 4 Simple Actions, Every Move Boosts Sales
1. Reasons for slow terminal sales: (1) How many terminal outlets are in the market? What is the distribution plan? How much has been completed? What is terminal inventory? (2) Which channel is selling poorly? What are the reasons? (3) Is there a terminal merchandising standard? How is it executed? (4) Is the product in the best display position? Is it better than competitors? Is it covered by competitors? (5) Do key terminal personnel know the product's pricing policy? (6) Are the leading stores and core streets in the local core area controlled by the company? Is the store image up to standard?
刘文新Market Downturn and Tough Business: How to Manage Staff, Promotions, and Outlets?
In recent years, many major brands in the food and beverage industry have hit bottlenecks, and many distributors feel that business is tough. Behind these phenomena lies a downturn in the food industry's economic situation. This article discusses how distributors can respond to the sluggish market by focusing on efficient management strategies, including standardized market management, strategic market competition, systematic personnel management, rational promotion methods, and imposing terminal management.
李临春How Do FMCG Salespeople Develop Blank Outlets?
In the face of increasingly fierce competition, every product is actively developing new outlets—circulation, special channels, catering, supermarkets... You want to fill this blank outlet, and so do others. Therefore, store owners face many such salespeople every day, and numbness is inevitable. So, in almost every store you enter, the owner will repeat these phrases: "Business is bad," "It doesn't sell," "Not needed," "We already have this," "I'm not interested"... If you simply turn away because of the owner's refusal, you won't cover many stores in a day...
New DistributionUni-President vs. Master Kong: Single Product vs. Terminal, Who Will Win in the Future?
Uni-President focuses on single products, achieving success with individual items, while Master Kong emphasizes terminal channels, even winning over Pepsi. Both Taiwanese brands leverage their strengths, with Uni-President innovating products and Master Kong dominating distribution. Uni-President's CEO claims to have stopped paying attention to Master Kong, signaling a shift towards product-centric strategy.
关公Five Observations, Eight Questions, Four Checks, and Ten Key Points for Retail Visits: Essential for Terminal Store Inspections!
This article provides a comprehensive guide for terminal store inspections, detailing five observations (display, sales staff, promotions, products, and opportunities), eight questions (sales, products, promotions, store conditions, consumer feedback, barcodes, customer relations, and training), four checks (sales data, inventory, promotional materials, and sales staff reports), and ten key points for retail success (product, price, placement, POP, key tools, main push, inventory, in-store staff, periodic promotions, and competitor information).
New DistributionThe "Three-Four-Five-Six" Rules of Terminal Sell-Through
Sales volume equals terminal count multiplied by turnover rate and product variety. The more terminals covered, the faster individual product turnover, and the richer the product mix, the easier it is to achieve terminal sell-through. However, it's easier said than done. Currently, difficult sell-through is a headache for companies and distributors. Without sales, there's no profit. Achieving sell-through requires meticulous market cultivation, which means activating people and terminals; otherwise, it's just warehousing. Products sitting in warehouses naturally don't sell. How does sales volume come about? The effect of covering one terminal versus ten thousand terminals is vastly different.
方刚Three Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all policies related to management, regulation, incentives, penalties, payment collection, and other profit-driven measures—such as advertising, promotions, and systems—can be categorized under "channel policies." Given the broad nature of channel policies, the author focuses on the distortions in trade promotion policies for weak brands and their prevention. For weak brands, increasing product distribution reach and depth is a key marketing priority, with relatively generous trade margins and additional promotional benefits serving as important tools to counter strong brands and direct competitors.
李政权Decoding the Ten Major Gaming Mindsets of Channel Customers: To Sell Well, You Must Understand Them All!
When dealing with channel customers, salespeople often face tricky questions, such as whether a neighboring wholesaler has stocked a product. This reflects complex channel psychology, and mastering it is key to responding correctly. In marketing practice, we inevitably interact with numerous channel customers, and understanding their mindsets is essential for success.
New Distribution14 Demonstration Display Images to Show You How to Increase Average Transaction Value
The quality of product displays in hypermarkets significantly affects supermarket performance, as face-to-face selling allows staff to introduce products, while self-service shopping cannot. Therefore, how to make products displayed in the store tell customers their unique charm and drive sales has always been a major research topic in the retail industry. Most stores want to establish a low-price image to attract customers, but how can they create a low-price image that brings in crowds without meaning overall low prices? Our goal is to strengthen the price image while ensuring a high average transaction value and profit margin, so that customers unconsciously increase their purchase amount.
New DistributionThree Major Distortions in Trade Promotion Policies and Countermeasures
From manufacturer to consumer, all management, regulation, incentive, penalty, payment collection, and other profit-driven policies related to advertising, promotion, and systems can be categorized under 'channel policy.' Given the broad concept of channel policy and the aim to be substantive, the author focuses on the distortion of trade promotion policies for weak brands and preventive measures. For weak brands, increasing product distribution reach and depth is a marketing priority, with relatively generous trade margins and additional promotional benefits serving as key tools against strong brands and direct competitors.
李政权How to Write a Work Report That Impresses Your Boss?
Wang Gang, a newly appointed regional sales manager at a convenience food company, is troubled because his monthly work reports are repeatedly rejected by his superiors, who criticize them as off-topic and disorganized, leading them to question his clarity of thought and logic. This has become a bottleneck for his career advancement, highlighting the importance of mastering the skill of writing effective work reports.
崔自三Five Taboos for Sales Representatives Dealing with Customers: Do You Have Them?
Sales representatives often interact with customers, and frequent contact naturally leads to familiarity, with customers sometimes treating them as friends. However, over-familiarity can lead to unintentional mistakes or even principle errors. The following are common taboos that sales representatives tend to overlook when dealing with customers: First taboo: Speaking ill of customers behind their backs. Sales representatives are often eloquent, which is both an advantage and a disadvantage. The advantage is the ability to clearly explain company strengths and competitor weaknesses, product features, and sales policies, and to persuade customers with emotion and reason. The disadvantage is the tendency to inadvertently speak negatively about customers behind their backs.
New DistributionMarketing Jargon Compendium (Collector's Edition)
This article is a comprehensive glossary of marketing and retail terminology, covering channels, promotions, product concepts, and market strategies, with detailed definitions and examples.
New DistributionDeep Distribution Will Become a Thing of the Past!
In 2010, I wrote an article predicting that tissue paper companies would fully enter the era of deep distribution. At that time, only Hengan Group among the top four tissue companies had adopted deep distribution, starting around 2003. Today, companies like Gold Hong Ye Paper, Vinda, C&S Paper, Shandong Dongshun, Shanghai Jieyun, and May Flower have successively joined the ranks of deep distribution. Why exactly should companies engage in deep distribution? What are its benefits? Is it still worth continuing this model? Many executives have likely pondered these questions, as deep distribution was once a panacea in Chinese marketing, contributing significantly to its success. FMCG companies benefited the most, such as P&G's manufacturer-retailer integrated small store model, Coca-Cola's 101 project, Master Kong's sales office model, and Lanju's township distribution model. However, today I argue that deep distribution will become a thing of the past. Any model is limited by time and space, but the main reasons are as follows.
梁胜威Four Strategies to Track Sales Representatives' Whereabouts
A company created barcodes for terminals to monitor sales reps' visits, but one rep faked visits by using counterfeit barcodes. To manage such issues, regional managers can use four methods: requiring detailed sales diaries and plans, spot checks via communication tools, verifying travel receipts, and conducting secret market inspections.
朱波21 Consumer Promotion Tactics! Save Now
Consumer promotions are essential for accelerating product sell-through and driving market success. This article outlines 21 common consumer promotion formats, including free samples, coupons, new media engagement, discounts, buy-one-get-one offers, in-pack prizes, loyalty points, sweepstakes, and more, providing practical examples and implementation tips.
真知社团队Exclusive Video Release: Teacher Wei Qing's Universal Terminal Visit and Sales Model
On September 10, Teacher Wei Qing launched the industry's first live video training session on the WeChat public platform, titled 'Excerpts from the Universal Terminal Visit and Sales Model'. This platform is one of the first to release the video. Today, we publish the video for those interested to learn. The course covers detailed universal visit and sales skill models, including analyzing product structure from 11 dimensions, calculating terminal profits from 25 dimensions, and other combination tactics.
魏庆老师Terminal Distribution: Wrong Tactics, All Efforts in Vain!
The importance of terminal distribution is self-evident, but distribution is not something that companies or distributors can accomplish just because they want to. Factors such as the product, the capability of distribution personnel, and terminal resistance all determine the outcome, but the most critical factor is having the right distribution strategy and tactics. As the saying goes, 'Thinking determines the way out.' With the right strategy, half the battle is won; with the right tactics, distribution will naturally succeed. So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills that every marketer must master.
New DistributionChina City Classification Guide
Jones Lang LaSalle released its China 60 Cities report on April 19, 2015, identifying Chengdu, Chongqing, Hangzhou, Nanjing, Shenyang, Suzhou, Tianjin, Wuhan, and Xi'an as '1.5-tier cities', with Xi'an appearing for the first time. The report classifies Shanghai and Beijing as 'super first-tier' and Guangzhou and Shenzhen as 'first-tier', excluding them from the 60-city list. This is JLL's fourth such report, following previous editions in 2007, 2009, and 2012.
JLLVending Machines Look Like a Good Future Business, but What's Their Current Situation in China?
At 11 a.m., employees from eight catering companies are stocking boxed lunches into transparent compartments of vending machines at a Guangzhou office building, where about 80% of the 1,000-plus workers order lunch via an app. Despite the industry's potential, China has fewer than 100,000 vending machines after 15 years, with the largest operator, Ubox, holding about half. The company is pivoting to a tech-driven model, focusing on factories and schools, and seeking to expand through franchising and software services.
朱凯麟Twenty Practical Tips for Sales Guidance
Terminal visualization is important, but what if consumers still don't buy? This article provides twenty practical tips for guiding customers to purchase, covering techniques such as starting small, inspiring needs, making concessions, creating urgency, and leveraging psychological effects.
New Distribution