FMCG Marketing: FMCG Marketing and Channel Management + Becoming an Excellent FMCG Regional Manager + Practical FMCG Marketing Strategies in a Changing Landscape + How FMCG Distributors Can Grow Big Quickly + Sell-Through (Five Volumes)

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

Rating 3.6
Word count
570K words
Chapters
46
ISBN
9787121215735

Tags

Management Regional ManagerFMCG MarketingChannel ManagementDistributorsSales ActivationField Cases

Summary

This set includes five books: FMCG Marketing and Channel Management + Becoming an Excellent FMCG Regional Manager + Practical FMCG Marketing Strategies in a Changing Landscape + How FMCG Distributors Can Grow Fast + Sell-Through. "FMCG Marketing and Channel Management": Channel management is an important marketing task, especially critical for FMCG companies. Grounded in the FMCG industry, this book helps owners, marketing directors, regional managers, and managers at other levels handle the channel management, market, and product-related marketing affairs they deal with daily, 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 Beer. He summarizes and shares the successful experience of these companies: how Ice Dew operated its channel launch, Coca-Cola's new channel development, how to maintain the balance of a 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, deep distribution, and many operational details, including the design and management of regional sales organizations, how to innovate promotions, how to do product display, how to manage group-buying business, and how to operate county- and township-level markets. "Becoming an Excellent FMCG Regional Manager": Practical: drawing on over a decade of firsthand experience and front-line FMCG experience, the author summarizes effective working methods for "regional managers." Useful: vivid scenario cases and step-by-step breakdowns of specific actions solve puzzles and problems hand in hand. Targeted: market control + internal management + common pitfalls + toolbox + self-improvement—37 "what to do" questions systematically analyze the key aspects of a regional manager's work. This book can serve as a "crash-course catalyst" for regional managers and make common difficulties like boosting sales and managing teams no longer "difficult." "Practical FMCG Marketing Strategies in a Changing Landscape": How should FMCG companies respond to industry upheaval and build marketing systems and strategies in the new environment? This book answers from five perspectives: Strategic perspective: Facing inflation, FMCG companies need to transition from the price-competition stage to the capital-competition stage. They must see the trends clearly and grow amid crisis. Market perspective: From blank-market development to market operation and management in the mature stage, the book presents the entire process of an enterprise's market building as a full case study. Channel transformation perspective: Combining practice, it explains how to formulate the right channel strategy and how to implement categorized channel operations. Terminal perspective: Following the idea of "promotion after the terminal," it provides various practical methods for boosting sales. Product perspective: Product is the skin, marketing is the hair. Without the skin, where does the hair attach? Enterprises should base marketing work on products, because products are the core weapon of marketing. "How FMCG Distributors Can Grow Fast": As homogeneous products flood the market and industry competition intensifies, what should be done?

Why do some distributors achieve sustained growth in the same market while others keep shrinking?

Why do some distributors succeed with new products one after another while others fail with every new product and can never escape the cycle of new-product failure? What is the underlying logic?

Why can some distributors achieve scale through operations and economies of scale through management, while others lose money when pursuing scale?

Only by understanding the principles can you find direction, and only under the right direction can you find the right methods. This book takes a thoroughly practical approach, commenting on phenomena, analyzing pitfalls, revealing principles, and teaching methods. It offers solutions and a direction for distributors in transition. "Sell-Through": Once products are on the shelf, how are they bought by consumers? —This question can be expanded to: Who buys? Why do they buy? Who is our competitor? —This question can be expanded to: Is our competitor other brands in the same category, substitutes with similar functions, watchful potential entrants, or the hesitant thoughts in consumers' minds? These two big questions are the origin of sell-through. How to solve sell-through problems from the origin? That is the mission of this book. This book gathers the author's years of experience and wisdom, unfolding across three sections—from "how products achieve sell-through" to "how to ensure products sell well" to "how to make your enterprise thrive"—providing rich cases and concrete methods, laying out the key ideas clearly and decoding them for you.

Editor's review

This five-volume "FMCG Marketing" collection is a substantial and practical guidebook set in the fast-moving consumer goods field. Through a systematic review of works by four seasoned practitioners including Tan Changchun and Bo Jianxin, the series builds a complete knowledge loop spanning marketing theory, regional management, practical strategy, distributor growth, and terminal sell-through. Unlike the abstract discussions of academic textbooks, this series is rooted in China's unique market soil, with cases mostly drawn from real challenges and solutions in front-line markets, offering a strong sense of the times and high operability.

Among them, "Practical FMCG Marketing Strategies in a Changing Landscape" deserves particular attention. It keenly captures new variables such as the digital disruption, channel fragmentation, and consumer stratification, and its "resilient growth" framework has direct reference value for companies today. "Becoming an Excellent FMCG Regional Manager" fills a gap in targeted guidance for upgrading mid-level managers' capabilities, clearly articulating the path from "executor" to "operator."

Overall, although written by different authors, the books are logically coherent and cover key links in the industry chain. Its core value lies not in offering eternal laws but in presenting a methodology system that continuously iterates in a dynamic market. For readers who wish to systematically enhance their understanding of FMCG business, this is a tool-type reading set to keep on the desk for ready reference.

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Reading tips

  1. Start by reading "FMCG Marketing and Channel Management" to build a foundational framework, then select specialized volumes based on your role
  2. As you read, use the cases to conduct a "gap analysis" and "solution transfer" against your own business scenarios
  3. Reading "Sell-Through" alongside "How FMCG Distributors Can Grow Fast" will give a more complete understanding of the synergy between channel push and terminal pull

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.

Contents

  1. 版权信息
  2. 快消品营销与渠道管理
  3. 推荐序 成功的企业基于优质的营销
  4. 自序
  5. 第一章 与渠道共赢
  6. 第二章 渠道冲突管理
  7. 第三章 渠道审计与新渠道开发
  8. 第四章 渠道中的产品管理、促销管理
  9. 第五章 深度分销模式的要点与方法
  10. 第六章 区域销售组织设计与人员管理
  11. 第七章 区域市场管理的工具、方法
  12. 第八章 市场操作要点、方法
  13. 第九章 营销创新案例解析
  14. 成为优秀的快消品区域经理
  15. 什么样的书适合中小企业
  16. 序 一位顶级区域操盘手的“自白”
  17. 前言
  18. 第一章 掌控市场
  19. 第二章 内部管理
  20. 第三章 常见误区
  21. 第四章 区域经理工具箱
  22. 第五章 自我要求
  23. 变局下的快消品营销实战策略
  24. 前言 以战略思维重构营销策略
  25. 推荐序 智者 行久远
  26. 第一章 战略：让企业在危机中成长
  27. 第二章 市场策略：可持续发展才是硬道理
  28. 第三章 渠道策略：让厂家与经销商共赢
  29. 第四章 终端策略：销量提升是关键
  30. 第五章 产品策略：企业营销的核心基础
  31. 第六章 职业历练：从成长到成功
  32. 动销：产品是如何畅销起来的
  33. 前言 产品畅销的秘密
  34. 上篇 产品怎样动销
  35. 中篇 如何保证产品畅销
  36. 下篇 如何让你的企业长盛不衰
  37. 后记：动销，营销原点问题的极简美学
  38. 快消品经销商如何快速做大
  39. 推荐序1 赢，从来不是在起点而是在转折点
  40. 推荐序2与“市”俱进：经销商发展的唯一法则
  41. 推荐序3创新力才是竞争力
  42. 观峰咨询经销商发展研究中心课题组
  43. 前言
  44. 第一部分 经销商规模竞争时代的来临
  45. 第二部分 如何成功地打造新产品
  46. 第三部分 渠道分类管理与终端动销

FAQ

Is the content of this set outdated? The series was published during a period of dramatic industry change. Its core methodologies (such as channel refinement, terminal control, and team building) remain valid; some specific tools need to be flexibly applied in light of today's new media and new retail environment.
Is there significant overlap among the five volumes? The five authors have different emphases, so overlap is minimal. The first two volumes focus on systematic frameworks and regional management, while the latter three focus respectively on strategic adaptation, distributor growth, and terminal execution, forming a progressive and complementary relationship.
Is it more suitable for brand owners or distributors? For brand-side personnel, the first three volumes and "Sell-Through" are more valuable. For distributors, "How FMCG Distributors Can Grow Fast" and "Sell-Through" are core, while reading the earlier volumes can deepen understanding of the brand owner's logic and promote collaboration.

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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.

余晓雷 Author

Yu Xiaolei is an author focusing on the fields of management and inspirational growth. Public information about him is limited, and three works by him can currently be confirmed. His writing centers on business practice, with particular attention to product sell-through and fast-moving consumer goods (FMCG) marketing. His representative works include How Products Become Bestsellers (Dongxiao: Chanpin Shi Ruhe Changxiao Qilai De) and a multi-volume collection on FMCG marketing, channel management, and the growth of regional managers. These works approach their topics from frontline operations and channel practice, discussing concrete questions such as how products open up markets and how distributors can grow larger. He has also written Learning Entrepreneurship from the Boss, which shifts the focus to entrepreneurial learning and personal growth. Overall, Yu Xiaolei's works are practical business books written in a down-to-earth style, aimed at marketing practitioners, distributors, and entrepreneurs, and seeking to turn marketing experience into actionable methods.