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 82 of 96
At the Morning Business Meeting, Managers Must Never Say: "Does Anyone Have Any Problems?"
Managers often make three mistakes in meetings: being too 'sexy', liking to 'call bed', and being too democratic. 'Sexy' refers to using words like necessity, importance, and sense of mission. 'Call bed' refers to frequent use of 'must' and 'must not'. Being too democratic means asking for problems, which turns the meeting into a complaint session. Instead, managers should focus on performance, not problems.
魏庆老师One Month to Mid-Autumn Festival: The Most Complete Practical Preparation Guide for Terminal Store Promotions
How to execute promotions effectively? There is abundant discussion on this topic in marketing theory books and forums, but most focus on theory and creative planning, with little attention to detailed execution. This article, from the perspective of a mobile phone store manager, provides a practical reference for promotion execution, covering key principles, purposes, classifications, processes, planning, budgeting, and preparation items.
艾建军Six Weapons for New Product Sell-Through at Retail
Many companies face a common dilemma: after successfully recruiting distributors and stocking shelves with a new product, they expect smooth sales, only to find that the product stalls at the retail level. This article discusses six effective in-store promotional tactics—free samples, market merchandising, personal selling, sweepstakes, price discounts, and premiums—to accelerate sell-through and ensure market success.
张文雄Mid-Year Review of the 2015 'Beverage Year': What Changes Have Occurred in the Beverage Market?
2014 was widely regarded as a 'small year' for the beverage industry, with giants like Wahaha and Master Kong, as well as small and medium enterprises, reporting declining performance. However, Mizone achieved enviable results with its light beverages, reaching 8 billion yuan in sales in 2014, setting the stage for a major convergence of light beverages in 2015 as Suntory, Wahaha, Uni-President, Coca-Cola, Pepsi, and Evergrande launched their own versions, igniting a light beverage war.
New DistributionEight Steps for Sales Representatives' Terminal Visits, Including Training PPT Download
The planned visit eight-step process is a fundamental skill every frontline sales representative must master and a key training topic for new hires. This article details each step, from preparation to thanking the customer, and offers a training PPT download for those interested.
New Distribution3 Steps, 12 Aspects: Quickly Build Trust with 'Troublesome' Small Stores!
Small stores are one of the most headache-inducing customer groups for frontline salespeople in FMCG practice. They are often difficult, picky, and bargain-hungry, making them the 'troublesome' segment. How can you turn 'troublesome' into 'easy'? This article provides a three-step approach: making customers remember you, understand you, and trust you.
刘伟松How Should New Sales Representatives Be Trained?
This article compares the training and development of two new sales representatives, Xiao Li and Xiao Wang, who joined the same liquor company on the same day but were assigned to different markets. After one year, Xiao Wang was promoted to sales supervisor while Xiao Li left the company. The article highlights the importance of clear goals, specific work methods, and performance evaluation standards in cultivating excellent sales staff.
袁会文Adapt and Overcome: 6 Strategies for Mastering In-Store Displays within Supermarket Rules
This article explains that supermarket display rules are not rigid; true mastery involves adapting to each store's specific constraints. It provides six strategies, including understanding the essence of displays, practical techniques for securing and maintaining display space, and tips for special displays and developing cold zones.
魏庆Practical: Distribution Selling: Half Distribution, Half Winning Hearts
Distribution has always been valued by companies and merchants. Through effective and appropriately scoped terminal displays, making products visible to consumers is the prerequisite for sales. Merchants often spare no expense to buy out terminal supply and display rights, highlighting the importance of distribution. If sales were compared to flying, the period before the plane enters the runway would be the 'preparation phase' of product development, while the plane's takeoff run would be the distribution selling stage. At this stage, some sales have already occurred, naturally due to products being placed on shelves, but whether large-scale sales will form remains unknown.
宁利新Display Rhymes and Display Diagrams: Clear at a Glance, Learn and Apply!
Scientific, reasonable, and aesthetically pleasing supermarket product displays attract consumers' attention, stimulate purchases, and boost sales. This article explains key display principles through practical diagrams and easy-to-remember rhymes, helping retailers improve their store displays.
New DistributionThe Four Types of Salespeople Most Liked by Distributors: Do You Measure Up?
When visiting distributors, the author often hears complaints about salespeople being irresponsible, inconsiderate, dishonest, and slow to resolve issues. Many salespeople work for years without understanding what distributors truly value. This article outlines four types of salespeople that distributors appreciate: advisory, benefit-seeking, problem-solving, and hardworking.
梁胜威Ten Pictures: What Makes an Excellent Salesperson Stand Out?
As products enter the off-season, many salespeople start to relax, thinking they can slack off since sales are hard. But the boss isn't foolish; why do others get raises and promotions while you don't? This article compares ordinary and excellent salespeople in ten aspects, from attitude towards work to career planning, highlighting the key differences.
袁会文How to Prevent Terminal Display Fees from Being "Eroded"?
In the distribution chain, the terminal is the ultimate battlefield for brand sales. Terminal display is the most important part of product sales at the retail level, including product placement, quantity, and method. A good terminal display can promote product promotion and effectively drive consumer purchases. Baijiu brands invest heavily in display cabinets and stack displays at terminal stores, but many brands focus on investment while neglecting management, causing terminal displays to fall short of expectations.
师顺宽Eight Rules for Winning at CD-Class Outlets!
After analyzing terminal sales channels in first-tier cities like Shanghai, Beijing, Guangzhou, and Shenzhen, the author found that the most viable supermarkets are the 'big' and 'small' types: KA (Key Accounts) like Walmart and Carrefour, and CD-class chain stores like 7-11 and OK Convenience. This article outlines eight essential rules for succeeding in CD-class outlets, covering product display, SKU management, date checks, price tags, pricing, product presentation, competitor analysis, and consumer observation.
马树文Ten Ways for Distributors to Tie Down Retail Outlets
Distributors typically have agreements with manufacturers, forming a community of interests, but their relationship with retail outlets is often free trade, lacking long-term stability, which weakens their control over terminals and puts them at a disadvantage. To turn the tables, the author summarizes ten key supports to bind retailers: agreement support, meeting/information support, emotional support, price support, personnel support, promotional activity support, display support, advertising support, franchise or counter support, and profit support/buyout operations.
尚阳Channel Intensive Cultivation Strategy for Weak Brands
The term 'intensive cultivation' has become a marketing keyword this year, as companies shift focus from channel competition to terminal competition. For weak brands in the FMCG industry, this strategy involves deep distribution and regional market cultivation to effectively operate and control terminals, thereby winning competitive advantage.
唐道明Without Strong Customer Relationships, Don't Even Think About Sales! The Slower the Market, the More You Need to Follow This Approach Step by Step!
Strong customer relationships can generate greater sales. Terminal customer relationships are more important than competing for terminals. Without good terminal relationships, various terminal tasks are difficult to carry out, and some terminal investments may not yield results. Good relationships maximize the benefits of terminal investments and have direct promotional power. Moreover, good relationships make it easier to achieve twice the results with half the effort, such as terminals being willing to recommend your products, maintain displays, and cooperate in promotions.
New DistributionUnveiling the Display Techniques of Yanghe Distillery
For industry practitioners, the importance of distribution is well known, but manufacturers and distributors are also clear that if they only focus on distribution and neglect terminal display, the final results will be greatly compromised. Yanghe Distillery, as the most successful enterprise in the industry, has risen rapidly over the past decade, transforming from a struggling old state-owned enterprise into the most dynamic new force in the industry today. Its success is built on numerous small details. So, let's take a look at how Yanghe Distillery and its trading company's grassroots salespeople, who are known for their standardized displays, execute their display strategies and what techniques they employ.
彭伟What to Do When a Retailer Says, "I Just Took Someone Else's Product, Not Yours for Now" During Distribution
Running village and town routes is an essential part of building distribution channels for county-level distributors. This article discusses how to successfully navigate this process, covering pre-trip preparations, retail visits, common challenges, and business tips for salespeople.
New Distribution13 Killer Tactics to Obliterate Low-Price Competitors!
Facing the impact of low-price products, most salespeople first feel fear and then demand policy support. Here, I share my 15 years of practical strategies, tactics, and techniques for hunting down low-price competitors, divided into three parts. These methods are truly 'essential for home travel and deadly business,' and mastering even one or two can make you an industry expert, boosting performance or earning you fame.
周广军Salespeople from Mars, Distributors from Venus
At a sales meeting, an excellent salesperson was asked about his key distributor's personal details, such as birthdays and anniversaries, and he couldn't answer any of them. This highlights the significant differences between salespeople and distributors, which are often overlooked, leading to misunderstandings and conflicts.
韩锋Three Secrets to More Effective Store Management | Recommendation
Even amid the e-commerce boom, many companies find that traditional store sales remain their most important revenue source. However, store management is indeed more complex than e-commerce. First, stores are scattered across cities, making it hard for managers to understand real-time conditions; sales figures often only surface in month-end reports. Stores are not static entities—changes in surrounding demographics, competitor moves, or even bus route alterations can impact them, and such effects are difficult for managers to grasp promptly.
外勤365Anchoring Effect: Mastering Terminal Transactions
The author, a marketing lecturer, often teaches terminal sales techniques to distributors and salespeople, yet still falls for them when shopping. The anchoring effect is one such technique that works repeatedly. In a computer store, after agreeing on a laptop price, the author was upsold accessories like screen protectors, spending nearly 1,000 yuan extra, illustrating how anchoring makes add-ons seem cheap compared to the main product.
韩锋Eight Steps for Distributor Work Visits
Many small and medium-sized enterprises imitate large companies' market strategies, investing heavily in talent, training, and process management, but often face distributor non-cooperation due to poor communication and management. This article outlines an eight-step professional process for sales representatives to manage distributors effectively, fostering trust and collaboration.
田金强