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 88 of 96
26 Refusal Reasons and Response Scripts for New Product Distribution
How to get new products to the terminal and meet consumers is key to successful new product launch. Based on new product promotion experience, I summarize common communication skills and methods as follows, hoping to serve as a catalyst: 1. Store owner: This new product is not the best among your products, why should I stock it? Distributor: Boss, not every product is the best in its category, but each tier has its corresponding consumer group, and each of our products can truly bring profit growth. Just like cars, some people ride Mercedes, but aren't there still people riding Santana? And it's undeniable that more people ride Santana than Mercedes.
New DistributionTerminal Upgrade: From Terminal Sales to Customer Management
Terminal work has focused on sales, leading to homogenized terminal tactics and declining effectiveness. To break through, companies must innovate by returning to the marketing principle of customer centricity, shifting from terminal sales to customer management.
王荣耀Empathy: Sell the Product to Yourself!
Some say the longest distance in the world is from the customer's pocket to the salesperson's pocket. This distance seems long because our focus is often too much on getting the money in the customer's pocket. As a result, many salespeople only care about whether the customer buys, how much they buy, their attitude, their demands, and whether they will pay. None of these concerns address what the customer actually cares about, so despite countless visits, they fail to find a breakthrough for further communication, and thus cannot overcome performance barriers.
刘涛Essential Terminal Work: Two Essentials and Eight Steps
Sales representatives on the front line directly impact company image, brand building, product promotion, and performance improvement. Their speech, communication, thinking, concepts, time management, diligence, honesty, credibility, and interpersonal style all influence business growth. To avoid crises and enhance performance, they must master two essentials (product knowledge and customer insight) and follow eight steps in terminal visits.
李通升14 Demonstration Display Images to Show You How to Increase Average Transaction Value
The quality of product displays in hypermarkets significantly impacts supermarket performance, as self-service shopping lacks the personal introduction that face-to-face sales provides. Therefore, how to make products on display communicate their unique appeal and drive sales has always been a major research topic in the retail industry. Most stores aim to establish a low-price image to attract customers, but how can they create this image to draw crowds without resorting to across-the-board low prices? Our goal is to strengthen the price image while ensuring a higher average transaction value and profit margin, subtly encouraging customers to increase their spending per visit.
New DistributionWinning at the Point of Sale: The Mouth Is Productivity
In Anhui and Machang townships, our brand once dominated with annual sales exceeding a thousand tons. However, a distributor and his salesman defected to a competitor, spreading rumors and offering incentives to replace our products, nearly wiping out our presence. After a week of strategic countermeasures, including discrediting the defector, exploiting jealousy, and offering better terms, we successfully regained most of the market.
陈波Standard Solutions to 24 Common Refusal Reasons in Terminal Distribution
During FMCG terminal distribution, especially when launching new products, salespeople often encounter customer objections they cannot answer, hindering communication and deals. This article provides standard responses to common customer resistance points, distinguishing between genuine and false objections.
刘利民Reference: 2014 Beverage Brand Terminal Distribution Report
No matter how good the product or how much advertising, if the terminal channels are not stocked or are poorly stocked, all marketing efforts will be in vain. This statement may seem traditional and conservative in today's Internet-thinking era, but it still applies to FMCG companies and will continue to apply for a long time, especially for 'super' FMCG products like beverages. In August-September 2014, Digital 100 conducted a terminal outlet sample survey in 10 cities across China, checking over 800 outlets for categories such as drinking water, juice, carbonated drinks, tea drinks, herbal tea, milk tea/coffee, and plant protein drinks.
New DistributionDon't Waste Your Pre-30 Years: On the '35-Year-Old Phenomenon' in the Workplace
In my recent career planning observations, I've clearly felt the urgent need for career planning among people over 35. From these cases, we can clearly see how crucial timing is for personal growth. Among my clients, there are often two extreme types: those who have reached at least a director level with an annual salary of no less than 200,000 yuan, and those who have worked for many years but remain in a relatively low position...
海丁The Core Value of Sales Personnel: Beyond Customer Relations, It's Display
Many companies assess sales personnel based on sales commissions, but some, like food company Orion, only assess display. For salespeople, having good customer relations and excellent product displays is crucial, as sales volume may not be entirely within their control, relying instead on brand, advertising, promotions, and pricing to attract consumers. The following article from Dealer's Home discusses the importance of display in the sales process.
New DistributionEight Key Factors for Selecting Breakthrough Products in Regional Markets
This article is reprinted from FMCG Distributor Professional Consulting Management (kxpjxszyzxgl). A breakthrough product refers to a product or product portfolio used to achieve market breakthroughs first. For a regional market, the fundamental way to achieve successful breakthroughs lies in selecting the right key breakthrough products for that market. In actual marketing, what are the main reference factors for selecting breakthrough products? After systematic research and analysis, the author believes the following eight factors are crucial!
刘杰Merchandising: The Catalyst for Beer Sales Growth at On-Premise Outlets
Merchandising, especially in restaurants, has become a top priority for beer companies in recent years. Market research shows that markets with active on-premise outlets and strong sales performance often have excellent merchandising, such as Jinxing in Zhengzhou and Kunming, Kingway in Shenzhen, Snow in Hefei, and Liquan in Guilin. This article explores how to implement effective merchandising in restaurants.
马奔Marketing Reflections on the New Normal in China's Beer Industry
From January to December 2014, China's beer industry produced a cumulative 4,921.85 tons, a year-on-year decrease of 0.96%. This marks the first negative growth in over two decades. The new normal for the beer industry includes slowing growth, structural adjustment, and the failure of traditional marketing tactics.
方刚Twelve Major Pressures and Sales Targets for KA Store Buyers
This article outlines the twelve major pressures faced by buyers in KA hypermarkets, including contract negotiation times, number of contracts, total fee income, sales targets, pricing and gross margin requirements, promotional item arrangements, and more. It also lists key sales indicators such as sales volume, gross profit, customer transaction value, foot traffic, and product turnover speed.
王济保Practical Tactics for Building Basic Market Outlets
Building basic outlets is the cornerstone of brand development. Solid and professional development ensures a strong consumer base, sustained growth potential, and competitiveness. The author shares practical steps from market operations, including preparation, customer visits, new product promotion, store checks, merchandising, and follow-up actions.
宋锴Key Points for Market Display Practice
Market competition is fierce, and display plays an increasingly important role. To win against stronger opponents, mastering display standards and key points is crucial. The author regards display as the 'second lifeline of the market.' Key points include vertical display of the same brand, centralized display, end-cap display, horizontal display at the middle of shelves, full display, clean and undamaged products, display rack presentation, and stack display based on timing, location, and harmony.
宋锴Terminal Visits: How to Quickly Build Trust with Small Shops
Small shops are one of the most troublesome customer groups for frontline salespeople in FMCG. This article provides practical advice on how to turn these 'troublesome' customers into 'easy' ones by building trust through three key steps: making customers remember you, understand you, and trust you.
思动营销Fighting Strong with Weak: Guerrilla Warfare at the Terminal
This article discusses how regional FMCG brands can compete against strong national brands by focusing on terminal (retail outlet) strategies, using guerrilla tactics and hand-to-hand combat metaphors to emphasize the importance of building strongholds and engaging in close-quarter competition.
张势之A Collection of Persuasive Scripts for New Product Distribution at Retail Outlets
This article provides a comprehensive set of persuasive dialogues for sales representatives to use when convincing retailers to stock new products. It addresses common objections such as product quality, shelf space, and profit concerns, offering practical responses to facilitate successful product distribution.
周广军Beware of the Six Traps in Terminal Route Management, and Sales Will Not Be a Problem!
If the process is done well, the result will naturally be good. In sales—especially FMCG sales—you must do well at the terminal, as insiders know. Doing terminal work won't generate sales on the same day; sales go left, terminal goes right, which is a paradox that insiders also know. Is doing terminal work difficult? Route planning, report design, standard visit steps... the technical stuff is no longer mysterious—just poach a regional manager from Coca-Cola or Master Kong. But after the technology becomes transparent, why do so many enterprises still launch terminal systems, only to either give up halfway or end up with 'unfinished' terminal work? Or 'heart in Tianshan, body already dead in Cangzhou?'
魏庆Analysis of the Effectiveness of Terminal Promotional Activities
As market competition intensifies, terminal promotions have become the norm, yet many companies focus only on preparation and execution, neglecting post-promotion analysis. Marketing expert Liu Jie emphasizes that thorough analysis of each promotion is essential to maximize its effectiveness, and this article provides an analytical model for evaluating whether promotional objectives were met, whether basic requirements were achieved, and how to improve future campaigns.
New DistributionUnderstanding Distributors Through the 'Six Types' of Supermarket Merchandising by Salespeople
As living standards rise and the FMCG market grows, competition has intensified, making terminal display crucial. This article categorizes salespeople's merchandising behaviors into six types—irresponsible, perfunctory, aggressive, meticulous, leveraging, and comprehensive—and analyzes how distributor mindsets, management, employee treatment, and family-style management shape these differences, emphasizing that only modern distributors can build teams that win at the terminal.
刘连喜Fang Gang: Detailed Explanation of the Ten Steps of Terminal Visits!
This article explains the ten steps of terminal visits in the FMCG industry, a basic skill derived from Kangshifu's channel refinement, and emphasizes the importance of terminal control for sales and brand building.
方刚Marketing Supervisor: How to Manage Sales Staff?
A marketing supervisor managing sales staff effectively has no fixed rules, but there are basic principles to follow. Based on group discussions among experienced sales managers, this article summarizes key principles and measures for managing salespeople, emphasizing fairness, motivation, training, and supervision.
谭长春