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 90 of 96
Three Objectives and Two Pitfalls of a Distribution Conference
A distribution conference is a common promotional tool in the FMCG industry, used by manufacturers to boost sales and recruit distributors. Distributors also use these events to expand their network of secondary wholesalers and retail outlets, aiming to quickly place products in stores and capture market share. This article outlines the three key objectives of a successful conference—increasing sales, developing new customers, and easing cash flow while strengthening relationships—and highlights two common pitfalls to avoid.
New Distribution2015 China Retail Industry Development Forecast
In a complex environment where all enterprises are focused on disrupting the world, making accurate predictions about an industry's development is difficult. However, unlike real estate, finance, and manufacturing, which rely on policy support during crises, retail has always been able to rely on itself. This article forecasts that 2015 will bring changes such as the marginalization of large-store strategies, the resurgence of small formats, the blurring of enterprise boundaries, and the gradual slowdown of e-commerce growth, while emphasizing that innovation and adaptation are key to survival.
陈岳峰Subtle Signs Prevent "Run-off" -- Seven Dangerous Signals of Retailer "Run-off"
Run-off is a difficult problem for distributors, and once it occurs, they can only "mend the fold after the sheep are lost." However, run-off methods are becoming more covert, making prevention challenging. There is no magic cure, but standardized management and timely information can reduce the likelihood. Poor retail performance often shows dangerous signals, which distributors should monitor during terminal visits.
陈军The Right, Crooked, and Underhanded Tactics for Suppressing Channel Competitors
This article summarizes various tactics used by FMCG sales personnel to suppress competitors in traditional distribution channels, categorized into legitimate, questionable, and underhanded methods, based on the author's extensive experience.
许光明Counter-Containment Strategies for New Brands at the Terminal
When a new brand enters the market, it inevitably diverts customers from existing brands, prompting established brands to employ various containment tactics at the retail terminal. To counter these aggressive moves, new brands must conduct thorough market research, including channel and competitor analysis, and formulate dynamic counter-containment plans to secure their market position.
贾昌荣Regional Manager Market Operation Skills Essential Manual Series Part 2
This chapter focuses on regional market survey and inventory, emphasizing the importance of knowing yourself and your competitors. It provides methods to estimate market capacity, analyze competitor sales, identify main consumption venues, and understand product structures, among other key indicators.
方刚Accurately Understanding Terminals: Five Misconceptions Distributors Must Avoid
Terminals are the final link where consumers decide to purchase, and the ultimate realization of profit. Properly operating terminals can guide consumption, enhance brand image, and increase product flow, securing more and better survival space and resources for distributors. As industry competition intensifies, terminals are the core lifeline affecting distributors' regional market sales, making increasing terminal sales a top priority. However, distributors often fall into five misconceptions about terminals.
师顺宽The Unstoppable Sales Vanguard: A Breakdown of 42 Actions in the Professional Store Visit Process
This article details the 42 specific actions that make up a professional store visit process for FMCG sales representatives, from preparation and self-introduction to in-store observation, shelf management, presenting objectives, and administrative follow-up. It emphasizes the importance of disciplined execution of these basic actions to achieve sales success and outperform competitors.
New DistributionStrategies for Distributor Salespeople to Expand in Township Markets
This article provides practical strategies for distributor salespeople to expand in township markets, covering pre-trip preparation, retail store visits, handling common objections, product discussion techniques, and business common sense.
New DistributionWinning Over Channels with Psychology: 10 Tactics to Understand Channel Minds
This article discusses the complex psychology of channel customers in FMCG distribution, offering ten tactics to handle their behaviors and objections, such as seeking discounts, finding faults, and fearing competitors, to improve sales and relationships.
刘传飞New to the Industry: Where to Start?
This article offers guidance for newcomers to marketing, emphasizing the importance of understanding the industry, building relationships, mastering operational processes, aligning with corporate culture, and improving marketing skills.
陈志平What Should Sales Managers Do at Year-End? -- Zero-Distance Market Self-Inspection
As the year draws to a close, it's time for review and reflection. Beyond routine annual reports and plans, regional managers should conduct a deep self-inspection of their market management. This article outlines a step-by-step self-check from basic mistakes to advanced strategic thinking, covering areas such as channel management, price control, and new product promotion.
魏庆Don't Give Up After One Setback: 24 Practical Accelerating Levers for Terminal Selling
A common scenario: the boss assigns a new product distribution task, the salesperson tries all day, visits ten stores, finds it difficult, and reports back, "Boss, it's not moving!" This gets passed up the chain, and everyone thinks the product is hard to distribute, leading to more policies. New products are certainly hard to distribute, but as a salesperson, don't give up after one setback—use all the 'accelerating levers' before saying it's impossible.
魏庆New Sales Manager: Team Assessment, Unleashing Synergy
As year-end approaches, companies undergo personnel adjustments. For a newly appointed sales manager or one taking over a new region, how to assess the team they will work with to move beyond individual heroism and unleash team synergy? This article outlines key steps for a sales manager's first meeting with the team, including understanding market conditions, verifying information, checking team size against market needs, addressing legacy issues, and clarifying any entanglements between team members and distributors.
毛小民Three Trends in Future Channel Development
Channel innovation, like channel design, requires breaking conventions to generate creative ideas, but the boundaries of disruptive construction are hard to define, risking aimless speculation. This article discusses three trends in channel development: the debate between disintermediation and re-intermediation, the clearer division of labor between manufacturers and distributors with the rise of online channels, and the opportunities brought by strong platforms and channel flattening for value-added services, efficiency, and niche markets.
黄润How Salespeople Can Use Marketing Black Holes to Become Millionaires?
This article discusses various marketing black holes that salespeople exploit to enrich themselves, such as taking kickbacks, falsifying reports, and embezzling funds, while also highlighting the need for companies to tighten management.
胡逢春Terminal Salesperson: You Must Become the Boss!
This article advises terminal salespeople, also known as salesclerks or promoters, to consider entrepreneurship as their primary career path. It argues that while they are valued for their role in closing sales, their career advancement opportunities are limited, making starting their own business a more viable option.
New DistributionEasy but Not Simple: 8 Tips for Posting Promotional Posters at Retail Outlets
This article provides eight practical tips for FMCG companies and distributors on how to effectively post promotional posters at retail outlets, emphasizing the importance of coverage density, strategic placement, and ongoing maintenance to maximize promotional impact.
周导How to Break Down Large Secondary Distributors and Stabilize Channel Profits?
A case study examines how a distributor dealt with a powerful secondary distributor whose dominance led to price chaos and market crisis. The solution involved raising prices, cutting supply, and directly servicing the secondary distributor's territory, which stabilized the market and increased sales.
毛小民Promotion Squad Wings for Terminal Sales
As promotions become an essential tool in terminal sales battles, companies must build professional promotion teams. The promotion squad, a mobile and practical terminal organization, enhances brand promotion, sales, and training, acting as wings for terminal sales and creating market miracles.
朱志明Winning from a Distance: A Practical Guide to Channel Construction
This article provides a comprehensive guide to sales channel construction for FMCG companies, covering the nature of channels, common misconceptions, and ten golden rules for building effective distribution networks.
陈志平Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, leading salespeople to build many ineffective outlets. The key is channel focus: select quality outlets and target 'big fish' customers, as demonstrated by a case where a dealer achieved a 96% repeat purchase rate by focusing on pre-selected outlets.
New DistributionHow to Do Display in Hypermarkets? (Data Analysis)
On average, 70% of purchase decisions are made in-store, and younger customers are more likely to make impulse purchases. Additionally, consumers spend 11.4% more than planned due to in-store displays, highlighting the critical role of effective product display in driving sales.
OwenChenCity Manager's Practical Guide to Managing 'Route Sales Rep' Customer Relationships
This article addresses the common problem of 'cultivating but not refining' in route sales visits within FMCG companies implementing deep distribution. It provides a systematic approach to improving customer relationship management, including terminal classification, key person identification, effective visit standards, and resolving after-sales issues, to enhance execution and market competitiveness.
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