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 85 of 96
What Should a Salesperson Talk About on the First Visit to a Client?
After introducing the company background and brand strategy, the salesperson should discuss operational ideas tailored to the local market and client, covering how the brand will be operated, how to cooperate with stores, and how products will be sold. This includes marketing strategies, promotion models, development methods, annual plans, market operations, promotional plans, and more, all aimed at helping the store grow and ensuring a successful partnership.
孙授诚Grab, Dress Up, Manage: A Three-Step Strategy to Win at the Point of Sale
In the past, the mantra was 'the terminal is king,' but everyone rushed into group buying and made easy money. Now, as the industry cools and high-end liquor prices drop, the channel ecosystem has shifted, and the once-reliable government and business group buying has given way to the more fragmented mass-market liquor era. This is an era of consumer sovereignty, where liquor consumption is more rational. The key is to attract consumers' attention and drive sell-through at the point of sale—this is the fundamental, practical know-how everyone needs. The first step in winning at the point of sale is to grab.
New DistributionWhat Should a Salesperson Talk About with a Client on the First Visit?
Many company executives report that salespeople don't know what to say to clients. Despite lengthy training, the messages are inconsistent. Salespeople often present policies, read them out, mention delivery materials, and show samples, but clients' comments leave them indecisive. The key to failure is that salespeople lack a firm stance and their own negotiation system. First impressions are crucial; if the first meeting fails to impress the boss, future business will face great resistance.
孙授成A Practical Guide for City Managers on Managing 'Route Sales Rep' Customer Relationships
This article addresses the common problem of 'cultivating but not refining' in route sales, where deep distribution efforts fail to yield results. It proposes a systematic approach centered on customer relationship management, including terminal classification, key person identification, effective visit standards, and improved complaint and delivery processes, to enhance execution and market competitiveness.
方刚Today's Focus | "Beverage Consumer Data Research Report"
This article is reposted from the Beverage Industry Network WeChat account (cn-beverage). The beverage industry is a development hotspot in China's consumer goods sector, with per capita consumption still below the world average, indicating huge market potential. AdTime has released the "Beverage Consumer Data Research Report," which provides in-depth research based on beverage target user profiles and online sales, offering actionable strategies and recommendations.
New DistributionOff-Season Marketing Breakthrough: 11 Directions and 36 Tactics - Market Chapter
In the off-season, the first thing to consider is what you want in the peak season, as the future determines the present and the present determines the future. Off-season marketing is not just a sales task but a strategic issue for leadership. Based on over 10 years of experience, this article analyzes 36 tactics across 11 dimensions including market, channel, product, brand, promotion, wedding banquets, customer relations, skills, atmosphere, management, and sports. The market chapter focuses on breaking through weak markets, attacking blank markets, and consolidating strong markets.
朱志明2015 WeChat User Data Report
In mid-May, Tencent released its 2015 performance report. Based on this report, Curiosity China produced the 2015 WeChat user data, as detailed below. By the end of Q1 2015, WeChat had 549 million monthly active users, covering over 90% of smartphones and becoming an indispensable daily tool in people's lives.
New DistributionCommon Tricks Salespeople Use to Hit Monthly Targets
After a monthly sales meeting dinner, a regional supervisor drunkenly composed a poem revealing the hidden crisis beneath marketing's surface prosperity. This article analyzes the common tricks and formulas salespeople use to meet monthly targets, exposing the drawbacks of loosely managed field sales and offering remedies for companies.
冯启Products Laid Out but Not Moving? 4 Quick and Effective Strategies to Boost Terminal Sell-Through
This article is excerpted from Mr. Liu Wenxin's book: "Marketing Common Sense That Boosts Sales in Every Move". It first analyzes the reasons for poor terminal sell-through, then offers four practical strategies to improve it, including refining product purchase reasons, focusing on top 20% stores, using merchandising materials, and building strong terminal relationships.
刘文新Salespeople: See, Listen, Play – 'Three Skills to Win'
Salespeople are often told to master 'three skills': seeing, listening, and playing. While these are common catchphrases, not every salesperson knows how to apply them effectively. Drawing on years of practical experience, the author focuses on the second skill—listening—and provides detailed guidance on whom to listen to, what to listen for, and how to listen, aiming to help sales professionals gather valuable information and ultimately win.
New DistributionDeveloping Foodservice Outlets: The Nine-Character Secret to Relationship-Based Breakthroughs
In FMCG marketing, winning at the foodservice terminal is often seen as the key to market dominance, but high entry fees and tough conditions deter many manufacturers and distributors. This article presents a nine-character strategy—'seize opportunities, leverage networks, build platforms'—for using relationship-based approaches to successfully develop foodservice outlets, illustrated with real cases.
杨旭Seven-Step Method for Foodservice Channel Operations: Practical Action Breakdown under a Terminal Mindset
In the local liquor market, foodservice terminals are the mainstream sales channel for baijiu. However, disorderly competition in this channel has caused many baijiu brands to fail in restaurants. Key characteristics include: 1) A-class outlets are often monopolized or bought out by strong brands, making entry difficult; 2) Deteriorating competition with escalating fees (entry, exclusive sales, bottle-opening, promotion, and public relations) forcing prices far above product value; 3) Credit sales are required, with B and C-class outlets having poor credit, high sales costs, and high risk of bad debts. Based on these characteristics and years of marketing practice, the 'Seven-Step Method for Foodservice Terminal Operations' has been developed to launch terminal markets swiftly with sharp terminal positioning attacks.
何足奇Nielsen Big Data: For Food Manufacturers, Traditional Channels Have Great Potential!
With the rapid growth of online shopping, traditional brick-and-mortar retailers face increasing pressure. Nielsen's Global E-commerce and New Retail Survey, covering 30,000 consumers in 60 countries, reveals that physical stores will not be replaced by e-commerce in the short term, but digital technology is driving in-store innovation. The report highlights that young consumers (15-34) are the main online shoppers, and while food and beverage sales still dominate offline, online channels show significant growth potential, especially in Asia.
New DistributionFive Major Marketing Trends in the Soft Drink Industry in 2015!
In 2014, China's GDP reached 26.9 trillion yuan, a year-on-year increase of 7.4%. The beverage industry's sales scale was 221.8 billion yuan, up 10.72% year-on-year. What development momentum will the beverage market have in 2015? This article is sourced from China Food News.
New DistributionOff-Season Channel Strategy: Eliminate Blank Outlets + Win Over Core Stores + Expand Sales Points!
In Chinese baijiu marketing, the channel carries immense value and status, often surpassing product and brand, as successes and failures in the industry frequently hinge on channel dynamics. During the off-season, it is crucial to intensify channel efforts, focusing on three aspects: eliminating blank outlets, winning over core stores, and expanding sales points.
朱志明Three Tips to Crack the Puzzle of "Easy Distribution, Hard Sell-Through"!
For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance, as terminals are the final point where consumers decide to buy and where distributors realize profits.
New DistributionFour Keys to Building Strong Terminal Customer Relations
Terminals are where products are sold, connecting products with consumers and serving as the most crucial link in product distribution. Controlling terminals is key to market success, and strong customer relations at these points are even more important than merely securing them. This article outlines four essential methods: regular visits, events and networking, terminal support, and profit assurance.
New DistributionWorkplace: Jack Ma: Opportunities Lie Where People Complain
Over the past 15 years, those experts riding on horses have failed, but we survived because we think about the future, believe in the future, change ourselves, and never complain about others. Recently, the Asia Society announced the inaugural 'Changemakers' award winners, and I, as the only Chinese entrepreneur representative, topped the list. The following is my speech transcript.
New DistributionDistribution: Facing Retail Stores Directly
In industries such as daily necessities, pharmaceuticals, food, and beverages, a unique marketing strategy called distribution is prevalent. Distribution involves manufacturers cooperating with distributors to deliver products directly to retail stores, leveraging the distributor's long-term relationships to secure orders and rapidly expand market coverage.
潘志刚The Winning Formula for Small Outlets: "Four-Wheel Drive," Not One Can Be Missing
Small outlets typically refer to B and C class stores, community convenience stores, roadside or street-side shops, and other small and medium retail terminals that are small in scale, low in sales volume, and have relatively limited capital. These terminals are also characterized by high dispersion, numerous individual stores, and small one-time purchases. Due to these characteristics, managing and operating small terminals is often exceptionally tedious and complex. If not properly managed, issues such as store desertion, bad debts, and reselling competing products can frequently arise, which are detrimental to long-term operations. Therefore, when small terminals become the "hot commodity" commonly favored by small and medium brand enterprises, how to effectively control these "scattered" small terminals to make them obey the manufacturer's management and remain loyal to the manufacturer becomes the focus of attention for many manufacturers that are "enamored" with small and medium terminals. So, how can small and medium enterprises effectively manage these small retail terminals when their brand strength is not very strong?
崔自三Small Outlets, Big Impact
Developing community-based outlets such as tobacco, alcohol, grocery, and small department stores as dairy sales terminals is a strategy adopted by many dairy companies. This approach is driven by four key reasons: consumers' growing preference for convenience, the current state of China's retail distribution where traditional channels still dominate, the special requirements of short-shelf-life pasteurized milk, and the resource constraints of city-based dairy companies. These channels offer advantages like good cash flow, easy expansion, brand communication, and quick response to market changes, and with proper management, they can significantly contribute to sales.
铭泰.铭观49 Negotiation Strategies from a KA Procurement Expert
In the eyes of Roger Dawson, a renowned American negotiation master and advisor to former President Clinton, negotiation is the most profitable activity. Sellers always want to raise prices, while buyers always want to lower them. With costs fixed, profit is determined in this process. In business, negotiation is ubiquitous, and every step is crucial to achieving the ideal outcome. As a good actor is full of drama from the moment they appear on stage, the final result of negotiation is the culmination of mastering every step. Although some steps seem simple, it is precisely the accumulated 'negotiation momentum' from each interconnected step that ensures the negotiation goals are met or even exceeded as expected.
王思亮The Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain
The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.
杨永华Three Major Trends in the Future of the Snack Food Industry
The domestic snack food market is improving its overall food system, with total industry output rising annually and sales maintaining a stable growth of nearly 30%, while the compound annual growth rate of industry sales revenue exceeds 20%. Regionally, first-tier large and medium-sized cities have become the main battlefield for snack foods, but the industry is far from saturation, and with state support for western and urban-rural development, the gap between east and west is narrowing, and consumption levels in second- and third-tier cities are rising. The industry is expected to continue its prosperous development, with three major trends emerging: scarcity of raw materials in product development, composite and value-added brand appeals, and high-quality enjoyment-oriented consumer demand.
邹凌远