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 87 of 96
Breaking the Paradox of New Product Terminal Promotion with the S-Curve
Products, as material carriers that satisfy needs, play a crucial role in marketing activities, especially in the era of personalized demand. However, new products often fail to reach consumers due to channel issues, particularly dealer inaction. This article explores common excuses dealers use to reject new products and proposes the S-curve theory as a solution to overcome these barriers and drive sales growth.
李治江Ten Key Considerations for Beer Companies' Initial Distribution at the Start of the Year
For FMCG companies, distribution rate has always been a crucial process management indicator. The article outlines ten key considerations for beer companies' initial distribution at the start of the year, emphasizing the importance of resolving legacy issues, strategic planning, and rapid execution to ensure market success.
王同Quick and Effective New Market Development: One Goal, Four Steps
Many salespeople feel overwhelmed when developing new markets, unsure where to start. This article outlines a four-step method for finding, evaluating, convincing, and servicing distributors, helping you navigate new market development with confidence.
代振17 Questions Salespeople Often Ask
Sales training is more challenging than general training because salespeople ask many questions that are often situational, requiring empathy and practical experience to answer effectively. This article outlines 17 common questions and answers that can help salespeople become top performers, emphasizing the importance of observation, problem-solving, and continuous improvement.
刘信峰N Ways to Play Price Promotions at Retail Terminals
Distributors most want to see booming apparel sales. As the saying goes, to make money, you need volume. Discounts and price cuts are effective, but if not used well, they can be counterproductive. Terminal price cuts require strategic thinking.
New DistributionThree Major Issues in Terminal Management
A reader from Zhejiang Transfar Company raised three representative questions about terminal management. The author shares his views: terminals should be developed and maintained by distributors under the company's management, not directly by the manufacturer; compensation for terminal staff should be based on standardized checks of five elements including placement and display, not just sales; and terminal data should be recorded in the company system for analysis and management.
李临春A Dissenting Voice: Before Questioning Whether Wahaha's Business Model Is Outdated, Ask Yourself—Have You Ever Achieved 80 Billion in Sales?
Recent discussions across forums, WeChat, and Weibo have been rife with anxious commentary over Wahaha's 7% sales decline, as if the company were on the brink of collapse overnight and Zong Qinghou were teetering on the edge of losing his legacy. But is it really that serious? 80 billion—80 billion—have you ever achieved that? Leading enterprises move like leading stocks: the stronger the stock, the more volatile its swings; a washout is healthy. There is no stock that only rises and never falls, and likewise no company that grows every year. In the sluggish macroeconomic environment of 2014, Wahaha's sales dipped only 7%, which for a giant nearing 80 billion in scale is hardly significant.
郭成林PERFECT: The 7-Character Efficient Marketing Operation Guide for Sales Representatives
In response to the lack of training materials for sales representatives, the author introduces the PERFECT principle, a practical guide covering Preparation, Efficiency, Request, Following, Effect, Communication, and Threat, to help sales reps execute effectively in the field.
张会亭The Art of Distributing New Products
Distribution is the first step in bringing a new product to market, and it is crucial. This article details the key considerations for new product distribution, including its four major characteristics, three standards, and effective strategies.
New DistributionThree Principles, Four Supervisions, Five Dos, Eight Key Points: A Practical Manual for Distributor Teams in Township Distribution
With a rural population of over 900 million out of 1.3 billion, China's rural market holds immense potential. Following the strategies of 'building teams, setting standards, creating models, and ensuring implementation,' this article shares a practical case of township market development, including team building, the 'Eight Key Points for County and Township Market Development,' and supervision methods.
郭子涵Mastering the Terminal to Win the Old Market
The rapid development of an enterprise requires sustained profits from successful markets to support the development of new strategic markets, forming a virtuous cycle. While much has been written about developing new markets, maintaining old markets is often overlooked. This article discusses how to manage and develop terminals in mature markets to sustain profits and competitiveness.
冯启Brand + Advertising + Distribution + Promotion + Display = No Sales, What to Do?
In our consulting practice, clients often ask why a marketing model, strategy mix, or operational plan that succeeded in Market A fails in Market B, why past successes no longer work, and why sales remain stagnant despite increased investment. Based on our experience, such problems generally stem from three levels: strategic and positioning errors, core strategy and mix deficiencies, and execution failures.
程绍珊Bold, Meticulous, Thick-Skinned: The Seven-Character Mantra of a Top Salesperson
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation, 'I'll tell you a secret: seven characters—bold, meticulous, thick-skinned.' In romance, these seven characters are indeed an unbeatable weapon. And they are equally the mantra for a successful salesperson.
游昌乔Terminal Sales Reps' 'One-Move Defeat' Selling Method
Imagine meeting an old friend, classmate, or neighbor you haven't seen in years. After shaking hands, you blurt out, 'I'm now in multi-level marketing and selling insurance; I want to sell you a product...' Before you finish, they're gone. Real insurance agents and MLMers aren't that foolish; they don't start by selling. They first show concern and tell you benefits—like MLM can make you rich, or insurance means your wife gets rich after you die. The professional term for 'benefits first, then selling' is...
魏庆Fifty Differences Between the Marketing Department and the Sales Department
The author, a marketing practitioner and researcher, addresses common questions about the differences between marketing and sales, and the frequent conflicts between the two departments. Drawing on years of experience in both roles, he outlines fifty distinctions, emphasizing that marketing focuses on long-term strategy, consumer psychology, and brand building, while sales focuses on short-term results, immediate transactions, and revenue collection.
New DistributionPractical Tips for New Product Distribution
When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising bombardment, if the product lacks distribution coverage, everything is empty talk. To improve distribution coverage, it is essential to first formulate reasonable promotion policies and cultivate a first-class sales team to execute them. During the author's tenure as a regional manager for a large fruit-milk beverage company, there was a prefecture-level market where the product had been on the market for a long time, but sales just wouldn't pick up. Upon visiting the market, the distribution rate in C and D class stores in the urban area was only about 10%, and the county-level distribution channels were not well-established. The distributor said...
刘连喜Practical Tactics for Successfully Escaping the Trap of 'High-End Products, Low-End Operations'
In today's fiercely competitive terminal market, every manufacturer hopes to launch a few high-margin, best-selling high-end products. Therefore, capable companies independently develop high-end products, while less capable ones quickly follow and imitate the high-end products of larger enterprises. However, in the actual operation of high-end products, companies (especially domestic ones) repeatedly use low-end product tactics to operate high-end products. The main operational pitfalls include the following: First, high-end products with low-end display. A visit to retail stores reveals that some companies have launched high-end products, but their high-end products are only high-end in price, lacking distinctive display, and are chaotically placed alongside low-end products.
王德强How Should Salespeople Respond to Distributors' Challenges?
Every marketer new to the industry finds it challenging to deal with clients, often feeling overwhelmed. Based on personal experience, the author shares marketing insights to inspire those pursuing a career in marketing. The article addresses common distributor objections, such as product packaging, fragrance, pricing, distribution support, and sales assistance, offering practical responses and analyses.
童庆德Ten Key Points for Optimizing Product Portfolio
For distributors in the growth stage, optimizing the product portfolio is a crucial front-end control measure that can prevent many management risks in channel, cash flow, team, and financial management. To achieve this, distributors must consider ten key aspects covering internal management improvement, financial operation enhancement, and coordination of channel relationships.
刘卫华Regional Markets: How to Drive Sales from Sales Representatives
With the development of the food industry and intensifying competition, many food companies are adopting a 'deep distribution model' to achieve comprehensive competitive advantages in regional markets. The success of this model depends on the company's own marketing resources and capabilities, with the quality, management, and execution of channel members—especially terminal sales representatives—directly determining regional sales volume. This article addresses three key issues: low quality and skills of terminal sales reps, skipping small stores and missing visits, and focusing only on best-selling products while neglecting new product promotion.
师顺宽AC Nielsen: Decoding China's Baijiu Market in 2015 under the Economic 'New Normal'
At the theme forum of the 92nd National Sugar and Wine Fair, Nielsen released a report titled 'Interpreting New Opportunities for the 2015 Baijiu Market under the Economic New Normal', pointing out that as the trend of mass consumption of baijiu becomes more evident, China's baijiu market is undergoing a shift from business demand to self-enjoyment and leisure social needs. Baijiu manufacturers need to break old thinking, adopt new channels and marketing models to stimulate new demand, and guide new consumption behaviors and patterns. The consumption structure of baijiu is evolving, and high-end baijiu returning to mass consumption has become a general trend.
AC尼尔森From Wahaha's Declining Performance to the Development Landscape of the Beverage Industry
As consumption upgrades rapidly and the post-80s and post-90s generations become the mainstream consumer groups, consumer needs have fundamentally changed. When beverages are no longer just about taste and price but about quality, functionality, and coolness, Wahaha appears like a slow-moving elephant, unable to keep pace with the times. In 2014, Wahaha's performance declined by 7%, marking its worst year in recent times. How did Wahaha, which was growing rapidly in 2012, experience consecutive declines? This is extremely rare in its history...
窦林毅Terminal Marketing: Winning the Battle for Shelf Space
Terminal display is strategically crucial in FMCG marketing, as it directly influences sales and brand competition. To secure prime display positions, brands must build strong retailer relationships, negotiate with promotional support, and seize opportunities to expand their presence. Effective terminal display follows principles such as visibility, full stocking, vertical concentration, and strategic placement near leading brands, supported by proper use of promotional materials and staff training.
刘连喜The 'Nine Solitary Moves' of New Products in the Martial World
How can new products conquer the market? This is a critical challenge for all companies, especially in the fiercely competitive cosmetics industry. As the saying goes, 'Good wine needs no bush,' but without proper groundwork, even the best product may go unnoticed. Drawing on Jin Yong's character Linghu Chong and his 'Nine Solitary Moves,' the author shares nine strategies for new product success.
杨华斌