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 86 of 96
The Five-Step "Win" Sales Visit Method
Visiting clients and conducting face-to-face interviews are the most common and important aspects of a salesperson's "winning" work, yet they are also the most challenging. This article introduces the "Five-Step Visit Method," a structured approach applicable across all sales stages, from initial contact to after-sales follow-up, and provides practical guidance on how to master it.
New DistributionTerminal Marketing Strategy: Practical Operations
Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics.
张继明Three Stages, Three Principles, Three Key Steps: 9 Steps to Quickly Complete Product Distribution
Distribution, also known as market coverage, is a series of processes to persuade retailers to stock and sell a company's products. It is a collaborative activity between the company and distributors (or upstream and downstream distributors) to rapidly open a market in the short term, serving as a crucial foundation for a quick market launch. Distribution facilitates rapid product listing, establishes stable sales outlets, and creates a ripple effect where one point drives a line, and one line drives an area. Typically, distribution actions have three characteristics: short duration (a specific market's distribution can usually be completed within three months), high speed (requiring concentrated advantages in manpower, materials, and finances for efficient and rapid market development), and multiple methods (utilizing a combination of personal selling, trials, poster posting, gifts, and other approaches).
芮新国No Sex Appeal? Still Blast KA Sales!
In today's increasingly fierce competition in KA stores, to boost sales in a hypermarket, the first step is to make customers 'see' your product among tens of thousands of items, then 'attract' them, 'stimulate' their purchase desire, and leave a deep 'impression'. Many companies only resort to old methods like 'occupying end caps, building floor displays, and hiring promoters', but with rising space and labor costs, these methods are becoming more expensive. In fact, a sales environment that is easy to see, easy to choose, easy to buy, and easy to remember is the key to KA visual merchandising.
岳欣凝Mastering Sales Visits: Lead with Your Strengths
In sales visits, it's almost mandatory to praise your company, products, services, and clients, but customers may not care about what you say, and you may not address what they care about. More importantly, no advantage is inherent; it only becomes an advantage if the customer perceives it as meaningful. Before advantages, there must be relevance: whoever connects more customer needs, greater interests, or does so first, holds the advantage.
New DistributionChannel Segmentation and Product Pricing under Separate Channel Operations
Currently, under unprecedented channel squeeze, many manufacturers have adopted separate channel and item operations. For example, Coca-Cola has long used a separate channel model and recently began moving into rural terminals to deepen channel penetration and capture a share of the rural market. However, an unavoidable issue in 'opening a second battlefield' is that improper pricing can lead to 'self-destruction.' Therefore, scientific and reasonable pricing is crucial. So, how should pricing be set to resolve the conflict between channels and prices in separate channel operations?
崔自三9 Characters to Master Product Display in Stores!
From the principle of simplified management, display is a meticulous task that requires care. If executed according to basic requirements, it can effectively enhance store image and boost sales. The nine key principles are: Quantity, Concentration, Ease, Completeness, Cleanliness, Association, Timeliness, Brightness, and Color.
New DistributionTerminals, Still Terminals
First, you must work on terminals. In the baijiu industry, there are three types of companies: those that don't work on terminals and die; those that work on terminals and die; and those that work on terminals and profit. Without terminal support, products won't enter mainstream terminals and won't become market leaders. Attempts to bypass terminals—such as e-commerce direct sales, trunk projects, bribery promotions, or circle marketing—will all face diminishing returns, with slower development, higher maintenance costs, and lower value.
曾祥文15 Practical Measures to Manage Your Salespeople
There are no fixed rules for sales managers to manage their salespeople, and no book can claim to offer a complete set of formulas that can be followed blindly. Managing salespeople is not a static proposition; it requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, sales managers must rely on real-world experience to discover targeted methods. Fortunately, everything follows certain patterns, and while techniques vary, some basic principles can guide effective personnel management.
New DistributionPure Dry Goods: How the Internet Will Disrupt 17 Traditional Industries in the Next Decade
In the next decade, the Internet will disrupt 17 traditional industries by breaking information asymmetry, leveraging big data, and utilizing the self-regulating mechanism of the swarm intelligence. This will lead to transformations in retail, wholesale, manufacturing, advertising, news, telecommunications, logistics, hospitality, tourism, catering, finance, insurance, healthcare, education, TV, film, publishing, and monopolistic sectors.
New DistributionCome, Let Me Teach You How to Tell the Profit Story from Multiple Angles
1. Tailor the profit story to the audience. In small and medium terminals, the decision-makers are either the owner or the store manager/buyer. Owners care about profit, especially during new store openings, while store managers/buyers care about bestsellers and their performance metrics. Salespeople should adapt their profit stories accordingly.
魏庆Terminal Visits: Three Steps to Quickly Build Trust with Small Shops!
To build trust with small shop owners, salespeople should first make themselves memorable by dressing neatly, avoiding long pitches, and helping out in the store. Then, they should understand the customer's situation, including staff, products, and customer flow, and finally earn trust through sincerity, professionalism, and considering the customer's interests.
New DistributionIf You Can't Even Be Bothered to Do Displays, Then Don't Do Sales!
In today's rapidly changing market economy, distributors have transitioned from 'sitting merchants' to 'itinerant merchants.' Those who failed to adapt and waited for customers to come to them have declined. With China's economic growth slowing and supply exceeding demand in various industries, competition among brands has intensified. The market's performance, especially the battle for shelf space, will determine the fate of many salespeople. Those who don't adapt will be eliminated. Are you ready?
New DistributionFive Combination Tactics to Close Terminal Orders at the Last Moment
This article introduces five combination tactics for terminal sales: breaking the ice, introducing work objectives, handling objections, telling profit stories, and closing the deal. It emphasizes preparation, customer psychology, and practical techniques for small and medium terminal stores.
魏庆Five Stresses, Four Beauties, Three Loves: The Secret to Intensive Channel Management
Those who control the channel control the market. The channel is the lifeblood of a company. While companies wage fierce battles with product, price, concept, and brand strategies, the hidden channel competition is also intensifying. Intensive channel management has become the most clicked term in marketing policies and plans. It involves integrating marketing tactics to fully tap market potential, cultivating and supporting distributors, increasing outlet coverage and penetration, enhancing outlet presentation, and using advertising and promotions to drive demand, ultimately achieving distributor and terminal push to raise market share and brand influence.
游昌乔How Will Protein Beverage Companies Develop in the Future?
Recently, companies such as Mengniu, Yili, Wahaha, Jinmailang, Uni-President, and Heiniu have successively announced the launch of new walnut milk products, causing the already fiercely competitive walnut milk industry to become unsettled. Facing the increasing saturation and slowing growth of the mainstream beverage market, the high-speed growth and initial scale of the walnut milk market have attracted many major brands to enter, which is understandable, but the current situation where various big players are entering in groups is indeed rare. This has triggered various speculations: Are the big brands testing the waters short-term or expanding long-term? Are they aiming for deep cultivation...
付邦安、张璐Avoid Jargon in Terminal Sales
During recent store visits, I encountered a salesperson from a beverage company who was knowledgeable but used too much professional jargon, confusing store owners. This highlights the importance of communicating in a way that customers understand, rather than showing off expertise.
陈凯Winning at the Point of Sale: A Must-Attend Course for Suppliers to Hypermarket and Supermarket Channels
This course is designed for FMCG companies that believe in "winning at the point of sale." It addresses common issues in retail terminal management, such as the lack of a clear link between management activities and sales growth, and provides systematic methods to improve product visibility, in-store display, pricing, inventory, and promotions, ultimately enhancing purchase rates and market share.
北京时代博文Terminal Marketing: 20 Key Concepts
Without clear terminal strategy, evidence, and support, attracting distributors is difficult, leading to a cycle of hiring and firing salespeople. This article outlines 22 key concepts of terminal marketing, emphasizing the importance of terminal strategy, core terminals, and the distinction between sales and promotional terminals, to help companies succeed in the competitive FMCG market.
曾祥文Techniques for Sales Staff to Compliment Customers
The most beautiful language in the world is praise for others. Appropriate praise not only brings people closer but also opens their hearts. Although the world is full of flattery and exaggerated compliments, people still greatly appreciate sincere recognition. From a psychological perspective, being acknowledged is a fundamental need. As a sales guide, the key to success is the ability to think from the customer's perspective. Since customers need praise, why should we be stingy with our words? Our praise costs nothing and is a sales method that requires no additional investment.
New DistributionHow to Handle Terminal Display? Remember These 9 Words!
This article is reprinted from Sugar, Tobacco, Wine Weekly Food Edition. Starting from the principle of simplified management, display is actually a meticulous task that requires care. If executed according to the basic requirements, it can effectively enhance the store image and promote sales.
New DistributionNine Strategies for Terminal Interception
Terminal interception is the integration of all terminal advertising, promotions, products, and channel resources to influence customers' purchase decisions, essentially guiding, competing, surrounding, and urging customers to make quick purchases. This article summarizes nine practical strategies for terminal interception based on market experience, covering high-altitude, source, front-line, joint, personnel, product, POP, leverage, and popularity interception.
白宏伟Managing Bulk Goods, Gold and Silver in Bulk
In recent years, with the economic rise of inland China and the continuous advancement of urbanization, the retail industry in mainland China has been provided with fertile soil and has undergone earth-shaking changes. As a result, a situation of "a hundred flowers blooming and a hundred schools of thought contending" has emerged between traditional and modern channels. Especially the rapid development of modern channels has not only changed Chinese consumers' habits but also provided broader space and stage for the development of bulk food. Bulk food, due to its characteristics of selectability and self-service, can satisfy the fun of participation during shopping and meet the consumption needs of the personalized consumption era.
朱丹蓬、饶壮Learning from Master Kong: Setting Channel Profit to Keep Products from Rotting in the Warehouse!
This article is reprinted from the public account: Sugar Tobacco Weekly Food Edition. What is a channel? A channel refers to the sales process in which a product flows from the manufacturer to the end consumer, commonly known as the distribution channel. Channel profit is the most important means to drive product flow. Because distributors seek to maximize profit while hoping for minimal sales volume; manufacturers seek to maximize profit while hoping for maximum sales volume. The two are a contradictory community. From the distributor's perspective, low profit leads to a lack of enthusiasm for market development, which in turn affects the manufacturer's product market share growth.
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