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 91 of 96
How to Strengthen Deep Distribution to Small Outlets
This article discusses strategies for FMCG companies, particularly in the Chinese baijiu market, to effectively cover, manage, and serve numerous small retail terminals. It proposes two main approaches: supporting second-tier distributors to conduct deep distribution, and adopting a multi-distributor channel model in the same regional market to enhance terminal coverage and management.
朱志明How to Effectively Distribute Products
Distribution is crucial for opening new markets, launching new products, and defending against competitors. To achieve effective distribution, careful preparation is needed before distribution, attention to details during the process, and follow-up services after distribution.
毛小民Marketing Transformation under the Trend of Balanced Integration of Consumer Behavior
Li Zhengquan once wrote on his Weibo that 'migrant workers are ambassadors of brands,' meaning that the large migrant worker population brings back not only money but also brand awareness and lifestyle insights from big cities to rural markets, effectively bridging the urban-rural brand gap. Looking back, he admits he was still conservative, as the mobile internet era has accelerated changes in consumer behavior and marketing trends.
李政权Master the Four Disciplines of Terminal Display to Successfully Push Competitors Off the Shelf!
A survey found that most supermarket purchases are impulsive, with consumers often deciding what to buy on the spot. Product competition is fought at the point of sale, and mastering terminal display—through optimal positioning, quantity, and creativity—is crucial to capturing consumer attention and driving sales.
New DistributionWinning Terminal Marketing: 22 Key Concepts You Must Know
This article outlines 22 essential concepts for terminal marketing, emphasizing that without a clear terminal strategy, evidence, and support, attracting distributors is difficult. It covers topics from defining terminals and strategic planning to core terminals, promotional terminals, and management tools, providing a comprehensive framework for effective terminal operations.
曾祥文Direct-to-Terminal vs. Channel Supremacy: Why Do Different Paths Lead to the Same End?
Y Company's direct-to-store model initially drove rapid growth but later led to market fatigue and declining sales. Meanwhile, competitor B Company's channel-first approach also faces challenges. Both models have shortcomings, prompting Y Company to explore a hybrid approach.
胥忠进Everyone Is a Hostess - Luo Zhenyu's Nanjing Speech on October 23, 2014
A reminder: click the blue text above to follow 'FMCG Distributor Professional Consulting' for more marketing and distributor management insights. Currently, everyone suffers from internet thinking anxiety, even Ma Huateng, who fears leaving China for Silicon Valley lest his company vanish in months. Facebook desperately wants to enter China because American youth have abandoned it, making China its last lifeline. Once the hype fades, everyone panics, having just written a book about their success or gone public, only to see their company nearly collapse. Former platforms like Lianmeng and Mimi were red-hot for a week and then forgotten.
罗振宇How to Effectively Distribute Products in Regional Markets?
Distribution is a critical task for FMCG companies and sales personnel. This article outlines a five-step approach to successful distribution: understanding the market, planning and execution, driving sell-through, consumer pull activities, and monitoring and improvement.
蒋军The Know-How of Distribution and Sales
For many liquor distributors, product distribution can be done quickly, but market activation after distribution is slow. Once a product fails to move, it leaves a bad impression on retail outlets, affecting customer relationships and making it difficult to distribute new products in the future. This article analyzes the reasons for slow sales and provides strategies to improve terminal sales.
New DistributionTerminals, Still Terminals
This article argues that FMCG companies must prioritize terminal marketing, as those who avoid it will perish, while those who approach it without proper cost management will also fail. It emphasizes that the key to successful terminal marketing lies in cost planning, brand building, and strategic terminal layout, rather than mere tactical execution.
增祥文The Transformation of Deep Distribution
Deep distribution is merely a tactical system, not a strategy. Its effectiveness depends on market context: it thrives in developing markets but fails in saturated or weak ones. Companies must adapt their approach—using deep distribution in growth areas, supervision in strongholds, and seeding in peripheral markets.
方 刚How to Achieve Effective In-Store Merchandising? Strong Data Highlights
This article discusses the definition, standards, and significance of in-store merchandising, emphasizing its role in attracting consumer attention and boosting sales. It provides detailed guidelines on shelf and off-shelf display techniques, along with practical strategies for negotiating and maintaining prime display positions in supermarkets.
New DistributionThe 'Great Recession' of Instant Noodles?
According to the latest Nielsen data, in the first half of 2014, domestic instant noodle sales volume fell 6.5% year-on-year, while overall market sales value declined 1.9%. Unlike China's declining instant noodle industry, in Japan, Europe, and the US, the industry is still growing, with the UK instant noodle market growing about 10.7% annually. Industry insiders attribute the decline to insufficient innovation and vicious competition, but see growth potential in lower-tier cities and rural areas.
李睿奇If You Haven't Dominated the Terminal Market, Don't Talk About Sales
The terminal is where products meet consumers and where sales are made. Improving terminal distribution depth and single-store item count is crucial for increasing sales in a regional market. This article uses two case studies to illustrate strategies for enhancing terminal coverage and driving sales growth.
师顺宽Interpreting 'Mao Zedong Thought' through the Lens of Internet Thinking
This article interprets Mao Zedong Thought using five modern internet concepts: trial-and-error, grassroots focus, pain points, tipping points, and viral spread. It highlights Mao's strategic innovations and the sacrifices of the first generation of Chinese communists, concluding that their era was one of unparalleled dedication and achievement.
韩锋Terminal Tactics: 'Snatch, Press, and Encircle'
The market terminal is a close-quarters battlefield where the sole objective is to overpower competitors and maximize product visibility, attention, and purchase rates. This article details the 'Snatch, Press, and Encircle' tactics, illustrated with examples from promotional campaigns for P&G.
李海龙Unraveling the 'Promotion Trap' at the Terminal in the Beer Industry
This article explores the pitfalls of terminal-specific promotions in the beer industry, where companies often fall into self-created traps due to mismanagement and lack of brand power. It offers strategic principles for weaker brands to navigate market competition effectively.
方刚Beware of the Fault Zone in Base Markets: Terminal Blind Spots
High distribution rate and high share are basic characteristics of base markets, reflecting high sales and profits. However, in many base markets, there are terminals that do not sell or undersell your products—these are terminal blind spots. This article discusses how to attack competitors' blind spots and defend your own base market.
方刚Four Major Misconceptions in Terminal Sales for Distributor Salespeople
This article analyzes four common misconceptions that terminal salespeople often hold, which lead to business failures, and provides strategies to correct them. It emphasizes the importance of balancing sales and market development, treating small clients as valuable, recognizing that low-priced products can be profitable, and managing clients with both service and monitoring.
New DistributionThe Eight Steps of FMCG Terminal Visits
This article breaks down the terminal visit process into ten detailed steps, emphasizing the importance of systematic execution over improvisation. It highlights key principles such as no-omission coverage, brand territory building, and professional customer relationship management.
方刚Three Strategies for Advancing to the Forefront of the Distribution Industry: Beijing Chaopi Trading
Beijing Chaopi Trading has established deep cooperation with over 300 domestic and foreign upstream manufacturers, covering more than 500 brands and 10,000 SKUs, and has become a leading comprehensive trading and distribution enterprise spanning multiple industries. The company's success is attributed to its refined network structure, comprehensive service-oriented supply chain management, and intelligent, information-based management model.
New DistributionA Roundup of Practical Promotional Tactics: Reverse Thinking
This article outlines various promotional methods, including off-season sales, limited-time offers, and loyalty programs, to help FMCG distributors boost sales and customer engagement.
New DistributionBoost Sales: 5 Tactics Including Extending Networks and Refining Channels!
This article provides five tactics for FMCG distributors to increase sales in township markets, such as opening township sub-distributors, using low-priced products to nurture distribution channels, improving county-level distributor services, and increasing manufacturer sales rep visits to townships.
魏庆How to Implement Fine Management of Distribution Channels?
In marketing practice, we often encounter issues such as how to determine the optimal number of sales staff, allocate promotional resources, accurately forecast sales, quickly obtain market information, effectively check the work of sales personnel, and understand the flow of products in the distribution channel. By implementing a fine management strategy for distribution channels, we have achieved certain results and now share our experience with peers.
New Distribution