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 89 of 96
Marketing Executives: How to Excel at Product Merchandising Display?
A regional sales manager requested expert training for field staff serving distributors, prioritizing product display and merchandising. Effective merchandising can boost sales by over 30% and is crucial for influencing consumer choice at the point of sale.
谭长春Marketing Executives: What to Do When Employees Say New Product Prices Are Too High?
Companies want to launch new products, but salespeople fear them. Why? Although new products can increase sales, companies also raise sales targets, and salespeople must do pre-launch market research and follow the instructions of marketing staff who never visit the market. This article discusses strategies for salespeople to handle high-priced new products, such as broad distribution, developing visit guides, finding selling points, securing distribution policies, and adding value.
谭长春Efficient and Practical: The Process for Sales Reps to Develop Blank Outlets!
This article provides a practical guide for FMCG sales representatives on how to successfully develop blank outlets (new retail points). It emphasizes the importance of a firm purpose, proper preparation, keen observation, and effective communication to overcome store owner objections and secure new distribution points.
李俊龙Marketing Executive: What to Do When Distributors Refuse to Deliver Orders Taken by Sales Reps After Deep Distribution?
This article addresses the common issue where distributors refuse to deliver orders obtained by sales representatives under a deep distribution model, causing terminal dissatisfaction and potential loss of sales. It suggests that the problem usually stems from communication issues, distributor's own problems, or terminal-related issues, and provides solutions for each scenario.
谭长春POP: Tempting You at the Point of Sale
POP (Point of Purchase) advertising captures customers' psychological weaknesses and uses compelling copy to highlight product features and benefits, acting as a 'second salesperson' to stimulate impulse buying. Effective POP can increase attention, guide consumers through the purchasing process, and boost terminal sales.
赵传平How to Achieve Low-Cost Rapid Breakthroughs in FMCG Catering Outlets
Traditional catering channel operations rely on blanket or selective visits to core restaurants. In China, Knorr was among the first to hold chef promotion events, costing 30,000-50,000 yuan each, while a private competitor raised costs to 170,000 yuan per event. As costs rise and effectiveness wanes, a medium-sized condiment company sought a more economical approach, leading to the development of a 'Catering Outlet Sales Activation Plan' using cloud computing and a scratch-card points system, which successfully drove sales and expanded their catering customer base.
陈小龙How to Solve the Problem of Unsold Products at the Terminal?
In FMCG sales, it's common for products to quickly gain distribution and shelf placement through promotions, only to become unsold and delisted from key accounts later. This article analyzes the root causes of terminal unsold inventory and provides practical solutions to turn slow-moving products into bestsellers.
New DistributionKA Store Practical Operations Training Manual (III)
This article provides practical guidance on operations after entering KA stores, covering product selection, display techniques, promotion planning, promotion staff management, financial control, and relationship maintenance, with the goal of improving sales and profitability in key accounts.
周广军KA Store Practical Operations Training Manual (II)
This article provides a practical training manual for dealing with Key Accounts (KA) in the FMCG industry, covering contract negotiation, comparison of major KA chains, operational models, cost categories, and negotiation techniques.
周广军Year-End Promotions: Three Display Tactics to Create a Golden Stack in Supermarkets
As the Spring Festival approaches, supermarkets intensify promotional activities, and product stacks become crucial for brand display and sales. This article offers three key tactics for creating effective 'golden stacks'—optimal placement, attractive shape and decoration, and strong promotional messaging—to help liquor distributors maximize their investment.
师顺宽Analytical Summary Models Essential for Terminal Promotions
Terminal promotions have become the norm, with companies employing various tactics at the retail level. After a promotion ends, it is crucial to analyze whether it achieved its intended effects, the return on investment, and any shortcomings in execution. This article outlines key analytical points, including whether promotional objectives were met, whether basic requirements such as sales targets, display standards, store coverage, input-output ratio, and promoter quality were fulfilled, and the importance of examining details.
刘杰Beverage Consumer Data 2015 Survey Report
This report, released by AdTime, analyzes beverage consumer preferences and behaviors in China, based on target user profiles and online sales data. It provides strategic recommendations for digital marketing, highlighting differences by gender, income, age, and region.
AdTimeKA Store Practical Operation Training Manual (Part 1)
Since international hypermarkets entered China in the mid-1990s, the KA channel has become one of the main sales channels in the FMCG industry, accounting for 25-50% of market share. However, many companies, both well-known and ordinary, face numerous problems in store operations, often feeling that 'doing stores is suicide, not doing stores is waiting to die.' This manual explains the basic concepts, classifications, and professional terminology of KA stores to help newcomers become proficient.
周广军Terminal Display: Fight to the Last Meter!
The fierce competition in the beverage industry has extended the battle to the last meter of shelf display. To boost sales, attract attention, and increase purchases, beverage companies are employing various tactics for optimal terminal displays. This article explores different promotional display methods observed in representative channels this year.
New DistributionFour Steps to Manage Salespeople's Mindset
This article discusses how distributors can manage the mindset of their salespeople through four steps: setting performance goals, establishing work logs, creating a mutual assistance award, and holding mindset adjustment seminars. These methods help salespeople cope with pressure, improve their attitude, and enhance their performance.
New Distribution5 Metrics for Distributors to Drive Sales Through Retail Terminals
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 understand their regional market and control retail terminals. 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 boost terminal sales and achieve performance goals.
师顺宽Six Strategies to Stabilize Terminal Price System
This article discusses the instability in the terminal price system faced by FMCG distributors, highlighting its manifestations and causes, and proposes six strategies to stabilize it, including proactive promotions, enhancing distributor awareness, and effective channel management.
张力明The Four-Character Guide for Sales Associates' "Final Kick"
In a competitive industry, products are like guns and cannons, while sales associates are the soldiers on the front lines. Even the strongest weapons can fail if wielded by weak soldiers, but well-trained, courageous soldiers can overcome disadvantages. Many excellent FMCG companies lose in regional markets because of the sales associates' "final kick"—the crucial moment of closing a sale. This article introduces the four-character guide of "望、闻、问、切" (observe, listen, ask, decide) to help sales associates achieve successful sales.
New DistributionExecutive Development: Breaking Through the Bottleneck
Most middle managers, once promoted to senior executives, tend to stagnate or even regress, finding it hard to break through further. The key to breakthrough for Chinese corporate executives lies in developing a broader perspective (格局), which involves expanding the boundaries, levels, and angles of thinking. This article proposes a systematic approach to cultivating this perspective through eight cognitive areas, including understanding environmental changes, marketing, market cycles, strategy, corporate mission, opportunities, bosses, and self-awareness.
金焕民How Salespeople Can Overcome Call Reluctance
Most new salespeople suffer from call reluctance, characterized by fear and lack of confidence when approaching clients. The degree of this fear is inversely proportional to experience, and it can be overcome through training, preparation, and a positive mindset.
New DistributionThe 10 Elimination and 22 Victory Rules for Salespeople's Survival and Promotion
This article outlines the survival and promotion rules for salespeople in the FMCG industry, emphasizing the need for rapid success, self-motivation, and adherence to key principles. It lists 10 behaviors that lead to elimination and 22 strategies for success, providing practical guidance for career advancement.
郭旭Net Sales: The 'Seven Rates of Turnover'
A new product's success in its promotion period depends on whether it can achieve at least three positive cycles at target outlets; similarly, a new market's development success depends on whether the main product can achieve at least three positive cycles at core outlets. If 'reorders' occur three or more times within the planned period, we can basically judge whether a product can survive in that market and whether a market can be successfully developed.
郭旭Five Swords to Break the Ice of the Off-Season
In the FMCG industry, seasonal transitions bring mixed fortunes. To avoid a sluggish off-season, distributors can wield five strategic swords: developing new customers, launching new products, intensifying promotions, extending distribution efforts, and enhancing in-store displays.
New DistributionThree Major Distortions in Trade Promotion Policies and Countermeasures
This article discusses the common problems and solutions for trade promotion policies of weak brands, focusing on three main issues: overly broad and imprecise policies, excessive regional differences, and weak process supervision. It provides case studies and practical countermeasures to prevent policy distortion and ensure effective channel management.
李政权