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 83 of 96
What Kind of Salesperson Do Retailers Like Most? Have You Made the Grade?
Why is it that when you introduce your products to a retailer, they barely respond, but when a colleague does it, the deal closes quickly? Want to know the standards retailers use to choose you? Here are several criteria summarized by a retailer owner with years of experience in the alcohol trade. Check if you meet them.
袁会文Ten Phrases That Salespeople Should Never Say During Business Visits (Complete Version)
This article highlights ten common mistakes salespeople make during store visits, emphasizing that these phrases are particularly insidious due to their hidden logic. It provides insights into why these phrases are counterproductive and offers alternative approaches for effective communication with distributors.
黄润霖Want to Hit Your Sales Target in H2? First, Answer These 23 Questions.
In 2015, the market was sluggish and sales performance was poor, making unmet sales targets a major headache for many companies. To help salespeople achieve their H2 sales goals, this article provides 23 questions covering market strategy, customer quantity and quality, and specific tactics for developing new customers and improving existing ones.
张小虎5 Things Junior Salespeople Must Pay Attention to When Visiting Customers
When visiting customers, junior salespeople should avoid making promises they can't keep, not bluff or deceive customers, refrain from disparaging other brands, maintain an equal footing with store owners, and avoid disturbing them when they are busy. These principles help build trust and avoid misunderstandings.
New DistributionKey Control Points for the Four Major Channel Types in FMCG
The concept of a channel refers to a series of interdependent organizations that work to make a product or service available for use or consumption. Channels are one of the most important elements of the marketing 4Ps and are crucial for a company to smoothly move products from the manufacturer to the consumer. In a context of highly homogeneous products and similar prices, channels become the key to winning the market, as the saying goes, 'Those who control the channels control the world.' In actual marketing practice, companies of different sizes and natures have different standards and names for channel classification, but generally, FMCG channels are divided into the following types: circulation channels, KA channels, special channels, and 'mom-and-pop stores'.
刘杰Refined 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 homogenization of promotions, this article explores four common pitfalls—gifts that miss consumer needs, following habits, going it alone, and short-termism—and offers strategies to find solid footing and differentiate.
刘孝明Beware of These Display Details That Drag Down Your Sales in Stores! Attached: Display Rhymes and Display Diagrams!
Can you spot at a glance the wrong displays in stores that drag down your sales? How many you can spot indicates how much potential you have to improve your performance! This article provides display rhymes and detailed diagrams to help you identify and correct common display mistakes.
刘朝龙Causes and Solutions for Market Returns
Returns occur with any product, either due to quality issues or market reasons. Market-related returns mainly stem from poor sales efforts, secondary wholesalers, and retail stores. Effective control and avoidance of near-expiry products in the market are crucial for healthy market development.
快消品网Nielsen's Global Health & Wellness Report: Opportunities for the Beverage Industry!
According to Nielsen's recent Global Health & Wellness Report, the anti-obesity and health-conscious trend is increasingly valued by Chinese consumers, who are changing their food consumption habits and willing to pay a premium for foods with health attributes or concepts. For manufacturers, huge opportunities are brewing in the Chinese market. Obesity is no longer a 'disease of affluence' exclusive to developed countries; the report shows that 62% of the world's obese population comes from developing countries, and this proportion is still rising. Meanwhile, 44% of Chinese consumers (49% globally) believe they are overweight, and they have realized the importance of staying away from obesity and maintaining health, actively working to change their status.
尼尔森Terminal Merchandising: Not Just Rote Memorization, but Flexible Application
China is a super manufacturing and copying power; once a product sells well, numerous homogeneous products appear overnight. Therefore, it is crucial for merchants to capture consumers' attention and implement effective terminal merchandising. Statistics show that improved shelf display can increase product sales by over 20%. This article covers the definition, standards, and significance of merchandising, product display principles, and practical strategies for supermarket displays.
胡以国Are the Smartest People Often the Most Unsuccessful? (A Thought-Provoking Read)
We often judge a person's intelligence by IQ, but even the smartest have their weaknesses, and the dullest have their strengths. In reality, everything can be learned with effort, and one can excel in a field if willing to work at it. However, being smart is not wrong or sinful; using one's intelligence wisely can enhance life, not become a beautiful burden. Miracles happen where there are fools. An Indian philosopher, admired by many women, was visited by a woman who expressed her love, but he hesitated, leading to a lifelong regret. He later realized that the philosophy of life is 'no hesitation' in the first half and 'no regret' in the second half.
林娟Questioning Techniques for Salespeople on First Client Visits
In today's fiercely competitive market, salespeople are expected to ask insightful questions during client visits to gather information and craft tailored proposals. However, novice salespeople often make mistakes, such as asking mechanical or self-defeating questions, which fail to yield useful information and may even alienate clients. This article outlines common pitfalls and provides strategies for designing effective, open-ended questions that build rapport and uncover client needs.
New DistributionFour-Step Rule for Improving Weak Markets
Markets are built, hence the difference between strong and weak markets. Weakness indicates problems that must be solved. Facing reality, one must neither blindly seek remedies nor give up, nor rush for quick results. Remember a formula: the four-step problem-solving rule. 1. What is the problem? 2. Why does it occur? 3. What can solve it? 4. Is the solution reasonable? For example, if your product struggles in the market, possible reasons include the following four...
朱志明5 Metrics for Distributors to Drive Terminal Sales
Many enterprises in China set monthly and annual sales targets but consistently fail to meet them. The key for both companies and distributors is to know their regional market and control the terminal to drive sales. This article discusses five key metrics—terminal distribution rate, terminal merchandising, terminal relationship maintenance, effective customer count, and price system control—that distributors should focus on to increase terminal sales.
师顺宽From Methods to Priorities: 31 Key Metrics for Efficient Terminal Distribution
As competition in the terminal market intensifies, the importance of terminals has grown, yet high entry fees make them a double-edged sword for many businesses. Terminal distribution is a crucial and challenging step in developing and controlling terminals. This article analyzes and elaborates on efficient product terminal distribution strategies, aiming to provide reference for enterprises in their terminal marketing efforts.
丁永征Business Visits: Words That Are Wrong the Moment They're Said
During training, I often say that the biggest difference between good and bad salespeople is that good ones maintain consistent logic and methods when describing the same thing, regardless of time, place, or audience, while bad ones vary greatly depending on mood. This article lists ten common phrases used in store visits that are counterproductive, such as opening with 'How's business?' or promising 'I'll visit another day,' and explains why they fail and what to say instead.
New DistributionTerminal Display: Nine-Character Policy, Ten Points of Attention, and Eighteen Display Rules - A Systematic Explanation of Terminal Display Standards and Details
The display of terminal products directly affects product sales and image presentation. The author summarizes the nine-character policy for terminal display, ten display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically explaining the standards and details of terminal display, which are also the most basic requirements for display. Although there are many display rules, they are not 'restrictions' but rather 'guidance' accumulated from science and practical experience. 'The subtlety of application lies in the mind,' so they should be flexibly applied according to specific situations and not dogmatically.
刘科Terminals Not Active, Distribution in Vain! 7 Strategies and 15 Tips to Boost Terminal Sales Enthusiasm!
The enthusiasm of small terminals significantly affects product sales in their stores. How to improve it? First, dispel concerns: small terminals have limited capital and are cautious, so manufacturers can promise product exchanges or unconditional returns. Second, ensure reasonable profits: profit is the primary need, so new products should have ample retail margins, and channel levels should be shortened. Third, provide interest incentives: use methods like free gifts with orders, allocation rewards, rebates, occasional draws, and store support. Fourth, maintain price stability: monitor prices and prevent large customers from undercutting. Fifth, offer promotional support: conduct joint promotions for consumers and terminals. Sixth, engage in emotional communication: build relationships with store owners. Seventh, provide professional guidance: offer sales training and manuals.
New DistributionData Decodes the Summer Beverage Advertising Battle
As summer temperatures rise, the beverage industry's annual advertising push begins. As a mature FMCG segment, innovation and growth space is limited, yet each summer brings creative marketing. Hard ad spending trends show seasonal peaks from April, concentrated in May-July, led by drinks and coffee/tea/water categories.
New DistributionThe "3456" Rule for Terminal Sales: How to Truly Boost Sales When Products Aren't Moving
Sales volume equals terminal count multiplied by turnover rate and product variety. The more terminals covered, the faster individual products turn over, and the richer the product mix, the easier it is to achieve terminal sales. However, it's easier said than done. Currently, difficult sales and slow-moving products are headaches for companies and distributors. Without sales, there's no profit. Achieving terminal sales requires meticulous market cultivation—making people active and terminals vibrant, otherwise you're just running a warehouse. Products sitting in a warehouse naturally won't sell. So where does sales come from? The effect of covering one terminal versus ten thousand terminals is vastly different.
方刚Can Salesperson Diligence Be Quantified? | Recommendation
Xiao Qin, I've been seeing these images on my social feed lately. What is this diligence index? Sales Xiao Chen Xiao Qin, this is the diligence system launched by Field 365, using big data to show whether employees work hard in their daily tasks. "Work is my everything, I'm a workaholic everyone wants to know!" "I work hard, I'm proud, I'm also a hardworking little bee!" "From now on, refuse mediocrity, diligence is an attitude, I want to be a diligence master!" Has your social feed been flooded with positive energy like "I'm diligent, I'm proud" these days?
New DistributionCounty, Township, and Village FMCG Operations Tactics: First 'Ambush', Then 'Draw the Sword'
The potential sales in county, township, and village markets are tantalizing, but hidden traps abound. Based on years of observation and hands-on experience, this article breaks down the key scenarios—decision-making, testing, market, operations, competition, distribution channels, management, preparedness, public relations, and planning—and outlines a phased approach from testing to sustained growth, emphasizing the importance of understanding local nuances and building trust.
刘建恒Trend: The Internet Will Use Dimensional Reduction to Completely Overturn the FMCG Channels of Pre-packaged Food and Beverages!
Pre-packaged food and beverages are currently one of the least impacted sectors by e-commerce among various consumer goods in China, with online FMCG sales accounting for only 3.3% of total FMCG consumption in 2014, and nearly 59% of that coming from maternal, infant, milk powder, and daily chemical skincare products. However, while the entire FMCG industry grew only 0.1% in 2014, online sales surged 34%, indicating that the internet's impact on traditional industries persists, though perhaps not as visibly as in other sectors.
赵波8 Major Failures and 6 Key Successes in Distributor Distribution
This article outlines eight common failures in product distribution, such as using consignment to reduce difficulty, insufficient market coverage, excessive initial promotion, lack of follow-up actions, wrong market entry timing, mismatch between advertising and ground support, ineffective outlets, and overextended operations. It also highlights six ideal outcomes for successful distribution, including completing distribution in the off-season, executing fast and concentrated efforts, achieving high cash-on-delivery rates, balancing point and area coverage, ensuring tight follow-up actions, and boosting team morale.
New Distribution