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 94 of 96
Four Methods, Five Core Elements, Six Factors: A Comprehensive Analysis of Terminal Sales Promotion!
Many companies face the puzzle: after successfully recruiting distributors and stocking a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the six factors affecting terminal sales, proposes four methods to boost it, and details five core elements for successful implementation.
朱志明How Can New Sales Representatives Win Business?
New sales representatives often wonder how to win business. Based on personal experience, the author introduces key principles: become an expert, be confident, care about customers, don't fear rejection, persist, respect customers, and be loyal and dedicated.
王洪东How Distributors Should Deal with Manufacturers' Sales Representatives' 'Extortion'
Distributors often encounter arrogant manufacturer sales reps who exploit their positions for personal gain. This article offers strategies for distributors to handle such 'extortion' while maintaining a cooperative relationship, based on the experience of Manager Yuan, a seasoned distributor.
New DistributionAre the 'Eight Steps of Visiting' and 'Three-Step Negotiation' No Longer Effective? Mastering Channel Customer Psychology
This article discusses the challenges salespeople face when dealing with channel customers and emphasizes the importance of understanding channel psychology. It outlines ten common psychological traits of channel customers, such as seeking discounts, finding faults, desiring exclusivity, and following the crowd, and provides practical strategies for salespeople to effectively respond to these behaviors.
New DistributionDistributors: What to Do When Terminal Products Are Unsellable
When terminal products become unsellable, all marketing participants—manufacturers, marketers, and distributors—should take responsibility, investigate the market, and find solutions rather than blame each other. This article explores various causes and remedies, including issues with people, product, price, channel, regional habits, and promotion.
王洪东Three Steps to Boost Terminal Sell-Through
Terminal sell-through is the most direct and important indicator of a distributor's success in moving a product after distribution. To address slow sell-through, distributors must improve distribution quality, manage outlets effectively, and enhance in-store presentation, as illustrated by a case study of a liquor distributor.
师顺宽Four Tactics for Breaking into County and Township Markets: Product Breakthrough, Rapid Distribution, Defeating Competitors, and Stabilizing Profits
In the new era of competition, going downstream and intensive cultivation have become the main themes of marketing, making county and township markets increasingly important. Whoever can win consumers in the shortest time, with the fastest speed and best methods, will be the winner in the future market. As many companies shift their market focus downward, county-level distributors are becoming more important and irreplaceable, and their market operations can directly determine the fate and future of the enterprise.
New DistributionDeep Distribution Is Just a Tool
As an FMCG, the gross margin cannot support the cost of deep distribution; even well-known brands rely on distributors to reach the market. Although deep distribution gives companies control over channels and greater autonomy in marketing and pricing, it faces many insurmountable problems, and simply relying on it to develop the market is ultimately counterproductive. Therefore, deep distribution should only be used as a tool and put away after use to avoid becoming a burden.
郝星光Deep Distribution: Step Back Half a Step
The biggest cause of death for deep distribution is the lack of an exit strategy. Deep distribution is not a 'human wave tactic' but a complex technical task, more difficult than recruiting distributors or running promotions. It is built on the premise that when manufacturers and distributors sink their market focus to the county level, the channel remains deep, and distributors' capabilities are insufficient, leading to a dilemma for manufacturers. The key to deep distribution is not the scale of investment but the ability to exit smoothly without disrupting the market.
刘春雄Terminal Distribution: Concise Answers to Common Terminal Objections
During terminal distribution, especially for new products, salespeople often face customer objections they cannot answer, leading to failed visits. This article provides concise, practical responses to common terminal customer objections, distinguishing between real and false objections, and emphasizes the importance of learning and diligence in sales.
New DistributionIn the Market, How Can High Prices Beat Low Prices?
In terminal training classes, many students ask: 'Teacher, many merchants now sell products at low prices through promotions. If we don't adjust our prices, we end up being passive. What should we do?' This article explains through cases that high prices often beat low prices in the market, and discusses the marketing principles behind pricing strategies.
柳叶雄Uncovering the 'Promotion Traps' at Industry Retail Terminals
This article examines the pitfalls of terminal promotion strategies in the FMCG industry, where manufacturers bypass distributors to lock in influential retail outlets, leading to high costs, management chaos, and legal risks. It offers principles and tactics for companies, especially weaker liquor brands, to navigate these traps by focusing on management, channel building, and market fundamentals.
方刚The Economics Behind Product Display: Purchase Hints
This article explores the science of product display in retail, explaining how strategic placement can influence consumer behavior and boost sales. It covers various display techniques, including the 'beer and diapers' cross-merchandising strategy, and emphasizes the importance of understanding consumer psychology to optimize store layouts.
New DistributionFour Major Misconceptions in Terminal Sales for Distributor Salespeople
This article discusses four major misconceptions that terminal salespeople often have, which lead to business failures, and provides strategies to overcome them. It emphasizes the importance of balancing sales and market development, treating all customers fairly, managing products of all sizes, and combining incentives with proper management.
New DistributionReforming the 'Mercenaries': Refined Commissions and Contracting
This article addresses common problems in distributor sales teams, such as low efficiency and high costs, and proposes solutions ranging from refined commission systems to a full contract system, with preparations and precautions outlined.
New DistributionCultivating Without Refinement: The Death Truth of Deep Distribution
Deep distribution has become synonymous with meticulous cultivation. Many manufacturers, when aspiring to and implementing this 'intensive' model, often fall into the trap of 'refinement without precision': more people but no performance growth, more standards but declining management, intensive cultivation but no fine work, abundant harvest but not necessarily a good yield... What is the real reason? At the enterprise level: the foundation is not solid.
方刚Wei Qing: As a Leader, What Should You Look at in the Market and How? Five Steps for Terminal Inspection!
This article outlines a five-step process for terminal inspection in FMCG distribution, emphasizing preparation, customer service, honesty checks, competitive comparison, and in-store execution review. It guides managers on what to examine and how to address issues systematically.
魏庆The 'FMCG' Mindset of Baijiu
Initially, baijiu and FMCG were distinct, but later, as some FMCG companies entered the baijiu industry, the two became intertwined. Now, due to the industry's 'people's liquor route' and channel下沉, baijiu seems increasingly like a new FMCG. The article discusses whether baijiu is an FMCG and how adopting FMCG thinking can help baijiu companies succeed.
New DistributionThe Transformation Direction of Deep Distribution
A one-size-fits-all approach to deep distribution is doomed to fail. Companies must adapt their distribution strategies to different market types—core, developing, and peripheral—to avoid performance stagnation and maximize growth.
方刚Not Doing Procurement, You Don't Know How Stupid Salespeople Are
A procurement director shares his insights on why salespeople often fail, emphasizing that selling is not about pushing products but about buying together with customers. He outlines common mistakes salespeople make, such as believing procurement excuses, mistaking objections for needs, and failing to shape customer requirements.
New DistributionAfter Product Distribution, How to Achieve Sell-Through Step by Step
Terminal sell-through after product distribution is the most direct and important indicator of a distributor's performance. Since the terminal is the final point where consumers decide to purchase and where distributors ultimately realize profits, effective terminal management can guide consumption, enhance brand image, and increase product flow, securing better market space and resources for distributors. With intensifying competition in the baijiu industry, terminal sell-through has become the core lifeline of sales in a distributor's market, making it a top priority to solve terminal sell-through issues.
New DistributionHow Salespeople Should Read Customers' Body Language
This article explains how salespeople can interpret customers' body language to improve communication and close deals. It lists ten common gestures and signals, such as rubbing the nose or touching the chin, and provides appropriate responses for each.
New DistributionHow a 2-Yuan Snack Food Company Achieved Annual Sales of 50 Million?
Yiwu Keke Non-staple Food Industry and Trade Co., Ltd., founded in 2008, achieved annual sales of 50-60 million yuan within five years by selling low-priced snack foods averaging around 2 yuan per item, expanding from Yiwu to the entire East China region. General Manager Lou Junping's success is not due to luck but to strategic channel management, customer service, and market insight.
New DistributionFour Strategies and Four Measures to Solve the Problem of Your Product Being Intercepted at the Terminal
To get your product into consumers' hands through retail outlets, completing distribution, display, restocking, and delivery is not enough; you must face fierce terminal interception. This article provides four strategies and four measures for effective terminal counter-interception, emphasizing the importance of identifying key terminals, concentrating resources, analyzing competitors' weaknesses, and building barriers to weaken competitors' interception efforts.
New Distribution