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 81 of 96
How Salespeople Should Respond to 20 Common Rejections at Alcohol Retail Outlets
Salespeople visiting distribution channels are often left speechless by store owners' one-line rejections. This article, based on the author's practical experience, provides strategies for handling these rejections, emphasizing listening, analysis, and persuasion. If they have a hundred reasons to refuse, we have a thousand reasons to convince them!
New DistributionHow Should Salespeople Help Distributors Manage Profits?
As market competition intensifies, distributors face shrinking territories and rising demands from manufacturers, leading to increased investment but stagnant returns. This article emphasizes the necessity of distributor profit management, distinguishing between legitimate and illegitimate profits, and provides strategies for salespeople to help distributors enhance profits through product portfolio optimization, internal advocacy for manufacturer support, and regular business reviews focusing on volume, cost, and profit analysis.
张立强Sales Peak Season: The 742 Secret of Kouzijiao's Terminal Promotion Stockpiling
During the sales peak season, terminal stockpiling is key to boosting sales. This article shares the '742' technique for effective stockpiling, illustrated with a real case from Kouzijiao's 2009 Spring Festival promotion.
远景咨询 赵俊德Eight Distribution Behaviors That Quickly Kill New Products!
In the process of introducing a product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key factors determining the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, highlighting eight common mistakes that lead to failure and six ideal outcomes.
New DistributionAfter Reading This, Are You Still Sure You Are Truly Educated?
Richard Levin, who served as president of Yale University for 20 years, once said, "If a student graduates from Yale with some very specialized knowledge and skills, that is the biggest failure of Yale education." True education is about the spirit of freedom, civic responsibility, and lofty aspirations, as well as critical independent thinking, constant self-awareness, the foundation for lifelong learning, and the ability to achieve happiness. Education does not teach knowledge and skills, but it enables people to be competent in any discipline and profession.
斯黛肥Practical Guide to Customer Relationship Management for Route Sales Representatives (Including Download of 228-Page Complete PPT Training Tutorial for Grassroots Sales Staff)
This article addresses the common problem of 'cultivating but not refining' in route sales visits, where sales reps go through the motions without achieving effective results. It proposes a systematic solution centered on customer relationship management (客情管理), including terminal classification, key person identification, effective visit standards, and improved dealer cooperation, to enhance execution and market competitiveness.
方刚10 Effective Promotional Methods for Alcohol Beverages in Food and Beverage Outlets
This article outlines ten effective promotional strategies for alcoholic beverages in dining establishments, including dedicated promoters, covert promotions targeting various staff, leveraging opinion leaders, and joint promotions. It emphasizes the importance of tailoring approaches to different types of venues and personnel to boost sales and brand awareness.
朱志明Want to Move Inventory? Use the Core 4 Steps and 14 Tactics for Hot Sales!
This article addresses common terminal channel challenges such as poor market conditions, lack of product movement, consumer rejection, and ineffective terminal salesperson work. It outlines a four-step approach to achieve terminal hot sales, as exemplified by companies like Yanghe, Langjiu, and Gujing: maximizing display, creating vivid atmosphere, normalizing customer relations, and branding promotions.
New Distribution100 Essential Tips for Modern Sales Representatives
These 100 essential tips encapsulate the essence of modern sales and serve as the standards that sales professionals must strive to meet. They cover everything from preparation and product knowledge to customer relationships and persistence, aiming to help salespeople achieve success and continuous improvement.
New DistributionBuild a Model Market! Model Market! Model Market! Important Things Said Three Times!
A model market serves as an example, and the power of example is infinite. In marketing, building a model market and then replicating it as a standard to expand market share is a common method. Since FMCG marketing emphasizes process control and terminal service, which increases management difficulty, the model market approach is particularly effective. Mr. Huang Erpin, based on years of practical experience, explains the construction of model markets in FMCG marketing from five aspects.
New DistributionCoca-Cola, Uni-President, and Mizone's Terminal Promotions: No Wonder Their Sales Are So High!
The fierce competition in the beverage industry has extended to the last meter of shelf display. To boost sales and attract attention, beverage companies employ various tactics, including multi-pack bundling, gift promotions, necker tags, tiered discounts, joint displays, and pallet displays.
New DistributionA Dumb but Effective Terminal Sales Method
This article discusses a persistent, service-oriented approach to selling to difficult retail stores, emphasizing repeated visits, setting small goals, and using service to break down resistance. It provides practical strategies for overcoming objections and eventually winning over stubborn customers.
魏庆老师Salespeople, Why Don't You Earn Respect from Your Clients?
Recently, the author chatted with several frontline salespeople who complained that clients (i.e., distributors) don't respect them, and some even get scolded by clients. Despite being sent by the company to manage clients, they end up being managed by them, making their work difficult, with high pressure, poor performance, and no status or dignity in front of clients, leading some to consider changing jobs. The author believes this phenomenon stems from several reasons: 1) Salespeople's own low business capability, 2) Clients' poor quality and communication skills, 3) Clients' distrust of salespeople and preference for reporting to higher-level managers, 4) Regional managers' failure to delegate authority, and 5) The company's lack of respect for frontline salespeople.
New DistributionDon't Tell Me You Know Poster Promotions! — 8 Tips to Win at In-Store Poster Promotions
To compete with rival products at the retail level, FMCG companies frequently run consumer promotions, making posters a crucial tool for conveying promotional information. 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 prominent, and mom-and-pop store owners are reluctant to display them. This article shares eight pieces of advice on poster promotions to help improve effectiveness.
New Distribution2015 Beer Industry Decline Is a Foregone Conclusion: Mid-Year Performance Review of the Top Five Giants
With the release of Tsingtao Brewery's financial report, the mid-year results of all major beer industry giants have been published. According to data from the National Bureau of Statistics, domestic beer production in the first half of this year reached 24.57 million kiloliters, a year-on-year decrease of 6.2%. This article compiles the financial reports of the major giants and relevant NBS data for comparison.
New DistributionHow to Make Hand-Drawn Posters More Effective?
A city manager at a beverage company asks how to make hand-drawn posters more effective for terminal display. The answer covers production tips (avoiding poor quality, bold layout, color contrast, and highlighting key info) and usage tips (proper posting and placement).
New DistributionUnilever's Battle to Go Rural
As even Taobao and JD.com expand into rural areas, can Unilever, the most down-to-earth FMCG giant, afford to stay put in first-tier cities? Unilever has established a production base in Meishan, Sichuan, to tap into the vast consumption potential of China's western market, following a strategy of 'following China's rhythm' through gradient transfer and localized production.
林岳Deep Observation: The Battle for Mid-to-High-End Water Market Is Far from Over
At the beginning of this year, Nongfu Spring launched three new products, which was interpreted by the industry as the start of the 2015 water war. The spin-off and listing of its mineral water business demonstrates Evergrande Group's determination to establish a firm foothold in the FMCG industry. It is foreseeable that competition in the domestic mid-to-high-end water market will become increasingly fierce. After spinning off Evergrande Football and Evergrande Culture, Evergrande has also spun off its mineral water business for listing. Following Tibet 5100, Evergrande Mineral Water will become the second independently listed company in the drinking water industry. According to the announcement of Evergrande Real Estate, the Evergrande Mineral Water to be listed is part of Evergrande Group's FMCG layout...
New DistributionSalesperson = PR Lady
The article argues that sales is now a young person's game, akin to fashion models or PR ladies, and that the most important task for young salespeople is not immediate success but personal growth, which includes both selling products and self-marketing for a better future.
王荣耀From "Terminal Interception" to "Ultimate Interception"
In traditional marketing, managers focus on the 4Ps, but often neglect the fierce competition at the point of sale. This article provides six strategies for countering terminal interception by competitors, including public opinion, packaging, atmosphere, psychological, selling point, and destructive interceptions, along with defensive tactics and post-repair evaluation methods.
张双Don't Let Departing Salespeople Take Your Customers
In the FMCG industry, it's common for salespeople to switch jobs, and some take many secondary terminal customers with them, causing headaches for distributors. This article analyzes why this happens and offers solutions, using the case of Manager Yang, a liquor distributor in Hebei, whose sales manager and four salespeople left after the Spring Festival, taking many customers and disrupting his operations.
师顺宽Analysis of the Future of the Bottled Water Market at the One-Yuan Price Point
The first half of 2015 was a painful period for the beverage industry, with major brands experiencing declining sales. This article analyzes the future trends of bottled water from a marketing perspective, arguing that the one-yuan price segment will shrink due to channel profit pressures and operational challenges, while the two-yuan segment will dominate.
曹占辉Terminal Customer Relations Are More Important Than Grabbing Terminals!
Good customer relations can create greater sales! Sales terminals need to be grabbed, but sales customer relations need to be strong. In fact, terminal customer relations are more important than grabbing terminals. First, without good terminal customer relations, various terminal tasks are difficult to carry out smoothly; second, without good terminal customer relations, some terminal investments may not play their role, while good terminal customer relations can maximize the benefits of terminal investments; third, terminal customer relations themselves have direct terminal promotional power. Good customer relations make it easier to achieve twice the result with half the effort: for example, in product recommendations, terminals are willing to recommend your products to customers...
李成林How Should Frontline Supervisors Promote at the Terminal Market?
The terminal market, the end of the sales channel, is the final destination for manufacturers' sales. It serves as a crucial link between manufacturers, wholesalers, and consumers. The basic rule for successful sales today is that whoever controls the terminal market wins. Some manufacturers have mistakenly overemphasized advertising's role in pulling the market while neglecting terminal market construction. Many have learned from failures and are shifting their marketing strategies from advertising to channel promotion, focusing on improving retail store distribution rates and in-store product share.
王荣耀