FMCG Marketing: FMCG Marketing and Channel Management + Becoming an Excellent FMCG Regional Manager + Practical FMCG Marketing Strategies in a Changing Landscape (Three Volumes)

Name: FMCG Marketing: FMCG Marketing and Channel Management + Becoming an Excellent FMCG Regional Manager + Practical FMCG Marketing Strategies in a Changing Landscape (Three Volumes)
ISBN: 9787121215735

谭长春 / 伯建新 / 杨永华China Federation of Industry and Commerce Press · ChinaMar 2017

Rating 3.0

Word count: 344K words
Chapters: 31
ISBN: 9787121215735

Summary

FMCG Marketing: FMCG Marketing and Channel Management + Becoming an Outstanding FMCG Regional Manager + Practical Marketing Strategies for FMCG in a Shifting Landscape (3-volume set): FMCG Marketing and Channel Management: Channel management is an important marketing task, especially for FMCG companies. Grounded in the FMCG industry, this book helps managers at all levels—owners, marketing directors, regional managers—handle the channel management, market, and product marketing matters they deal with day to day, as well as specific employee management tasks. The author has deep roots in the FMCG industry, having worked at several well-known FMCG companies, including Coca-Cola, Red Bull, Blue Ribbon Beer, Uni-President, and China Resources Snow Breweries. The author summarizes and shares these companies' successful practices: how Ice Dew operated its channel launch at the time, Coca-Cola's new channel development, how to maintain the balance of the channel system, and more. This book is the crystallization of the author's years of practice, consulting, and research. It focuses on channel management in the FMCG industry, covering channel conflict management, new channel development, channel auditing and balance, and deep distribution, along with many operational details, including the design and management of regional sales organizations, how to innovate promotions, how to do product displays, how to manage group-buying business, and how to operate county- and township-level markets. Becoming an Outstanding FMCG Regional Manager: Practical: drawing on more than a decade of firsthand experience and frontline FMCG industry practice, the author summarizes effective working methods for regional managers. Useful: vivid scenario cases and step-by-step breakdowns of specific actions solve confusions and problems hand in hand. Targeted solutions: market control + internal management + common pitfalls + toolbox + self-improvement—37 "what to do" questions systematically analyze the key points of a regional manager's work. This book can serve as a "crash accelerator" for regional managers and makes common difficulties such as boosting sales and team management no longer "difficult." Practical Marketing Strategies for FMCG in a Shifting Landscape: How should FMCG companies respond to industry shifts, and how should they build marketing systems and strategies in the new environment? This book offers answers from five perspectives: The strategic perspective: facing a high-inflation environment, FMCG companies need to move from the price-competition stage to the capital-competition stage. They must see the trend clearly and grow amid crisis. The market perspective: from blank-market development to market operation and management in the maturity stage, it presents the entire process of an enterprise's market building in a full case. The channel transformation perspective: combined with practice, it explains how to formulate the right channel strategy and how to implement channel operations by category. The terminal perspective: following the idea of "promotion after the terminal," it provides various practical methods to boost sales. The product perspective: product is the skin, marketing is the hair. If the skin is gone, what can the hair cling to? Companies should base marketing work on products, because products are the core weapon of marketing work.

Editor's review

This trilogy, FMCG Marketing, co-written by three seasoned practitioners—Tan Changchun, Bo Jianxin, and Yang Yonghua—is a rare systematic, hands-on work in China's FMCG field in recent years. Rather than empty theory, the book deeply integrates the valuable experience of the three authors as senior executives and consultants at different leading companies, building a three-dimensional, dynamic knowledge system for FMCG marketing—from channel management and regional operations to response strategies amid industry shifts. Tan Changchun's section on channel management provides an in-depth analysis of channel conflict and collaboration in the modern retail environment; his proposed "channel value chain optimization" model has direct reference value for solving the profit dilemma of deep distribution today. Bo Jianxin's practical guide for regional managers can be called an "operating manual" for frontline sales managers; it is extremely detailed, with concrete, actionable methods at every step—from market inspections and terminal negotiations to team incentives—and its professionalism is reflected in the restoration and breakdown of a large number of real scenarios. Yang Yonghua's section on strategies amid shifts shows a macro vision, keenly capturing the impact of new retail, consumption upgrading, and digitalization on traditional FMCG models and offering pragmatic ideas for transformation. Overall, the value of this set lies in its "down-to-earth" and "systematic" nature; it fills the gap between academic textbooks and fragmented case studies, and is suitable for practitioners who want to build a complete practical knowledge framework.

Who it's for

A good fit for

Mid- and junior-level managers in the FMCG industry (such as regional managers, city managers, and channel supervisors)
Upper-year students in marketing or sales-related majors seeking to move from theory to practice
Transformation leaders or entrepreneurs in traditional companies responsible for FMCG business
Consultants or investors who want to systematically understand the operating logic of China's FMCG market

Not a good fit for

Scholars seeking purely academic theory or research on cutting-edge business models
General readers interested only in a case analysis of a single FMCG brand

Reading tips

Reading in the order of the books is recommended: first build the basic framework of channel and regional management, then understand strategic adjustments amid macro shifts.
As you read, compare the content with your own work or market phenomena you have observed; the many tables and checklists in the book can be used directly for work reviews.
Pay attention to the differences in perspective arising from the three authors' different backgrounds, as this helps build a more comprehensive understanding of the many facets of FMCG marketing.

About the publisher

China Federation of Industry and Commerce Press China · Founded in 1993

Founded in 1993, China Federation of Industry and Commerce Press focuses on books in business management, inspirational reading, and education and training, while also extending into Eastern philosophy and general philosophical works. Judging from the 57 titles in the collection, its list balances practical guidance with the popularization of ideas: on the one hand, it offers marketing and management titles such as Cheng Shaoshan's Upgrading Marketing Models Amid Change, along with works on corporate training and organizational activation by authors including Hu Bayi and Xiong Yazhu; on the other, it includes Shi Youbo's lecture series on The Great Learning, The Doctrine of the Mean, and Zhou Dunyi's Tongshu, giving its publishing profile a combination of management, finance, and traditional culture. Its authors are concentrated mainly in marketing, corporate training, and Confucian studies. Owing to limited publicly available information, its overall publishing scale and complete title structure cannot be fully determined.

版权信息
快消品营销与渠道管理
推荐序成功的企业基于优质的营销
自序
第一章与渠道共赢
第二章渠道冲突管理
第三章渠道审计与新渠道开发
第四章渠道中的产品管理、促销管理
第五章深度分销模式的要点与方法
第六章区域销售组织设计与人员管理
第七章区域市场管理的工具、方法
第八章市场操作要点、方法
第九章营销创新案例解析
成为优秀的快消品区域经理
什么样的书适合中小企业
序一位顶级区域操盘手的“自白”
前言
第一章掌控市场
第二章内部管理
第三章常见误区
第四章区域经理工具箱
第五章自我要求
变局下的快消品营销实战策略
前言以战略思维重构营销策略
推荐序智者行久远
第一章战略：让企业在危机中成长
第二章市场策略：可持续发展才是硬道理
第三章渠道策略：让厂家与经销商共赢
第四章终端策略：销量提升是关键
第五章产品策略：企业营销的核心基础
第六章职业历练：从成长到成功

FAQ

Do the three books overlap in content or become outdated?

Each of the three volumes has its own focus—channel management, regional practice, and macro strategy—forming a complete system. The cases and methodologies come from local Chinese market practice; the core logic of channel, team, and terminal management retains lasting reference value. Although some specific channel formats (such as community group buying) are developing rapidly, the underlying logic is shared.

Is this set too difficult for newcomers with no FMCG experience?

There is a certain threshold, but it is an excellent and efficient way to get started. Newcomers are advised to begin with Volume 2, Becoming an Outstanding FMCG Regional Manager, which is closest to frontline execution and easy to understand. Returning to channels and strategy afterward will feel more intuitive.

Compared with classic foreign marketing management textbooks, what are the features of this set?

Its greatest features are strong "localization to China" and "industry verticalization." It does not speak generally about the 4P theory; instead, it focuses deeply on real pain points in the FMCG industry under China's specific market environment—sunk channel costs, price wars, distributor relationship management, and more—providing practical solutions that Western textbooks cannot cover.

This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.

About the author

谭长春 Author

Tan Changchun is a Chinese author who focuses on the fast-moving consumer goods (FMCG) industry and management practice. Public information about him is limited, and his nationality, dates of birth and death, and educational background are not clearly recorded. Judging from the four works held in the library, his writing centers on FMCG marketing and channel management, the development of regional managers' capabilities, marketing strategies amid changing circumstances, the growth of distributors, and sales activation practices. Another work of his examines Huawei's management methods, tracing the evolution from the Huawei Basic Law to specific practices. His books are aimed mainly at frontline operators and managers, with topics close to actual business and an emphasis on the practical experience of channel operations and marketing execution. His pragmatic style gives his work a distinct practical character among management books and offers FMCG practitioners workable ideas for action.

伯建新 Author

Bo Jianxin is an author about whom little public information is available; his nationality, dates of birth and death, and English name are not recorded. Judging from the five works held in the collection, he is a management writer focusing on the field of fast-moving consumer goods (FMCG) marketing. His writing centers on channel management, the development of regional managers, marketing team building, dealer operations, and practical marketing strategies in the FMCG industry. Representative works include The First Book for FMCG Marketers: From Beginner to Expert, Becoming an Excellent FMCG Regional Manager, FMCG Marketing Team Management, and multi-volume collections of practical marketing strategies. Overall, his writing leans toward practical operations and hands-on methods, aimed at practitioners and managers in the FMCG industry, and emphasizes a systematic progression from introductory knowledge to team management, giving his books a recognizable series format among Chinese FMCG marketing titles and making them suitable reference reading for people in related roles.

杨永华 Author

Yang Yonghua is an author who has long focused on marketing management in the fast-moving consumer goods (FMCG) and baijiu industries. Public information about him is limited, and his nationality, dates of birth and death, and specific professional experience are not clearly recorded. The collection contains eight of his works, mainly on FMCG marketing, channel management, distributor growth, and corporate restructuring, extending to practical marketing and corporate transformation in the baijiu industry. The titles suggest that he emphasizes implementable, hands-on strategies for regional managers, distributors, and business managers, discussing how to respond amid changing conditions and upgrade competitive advantages. His writing draws on practical industry experience, is direct in style, and addresses clear problems, making it suitable for frontline marketing personnel.