Today's new product launch went fairly smoothly overall.
Aside from Boss Niu bringing up the old issue again, which embarrassed Wu Changfeng, the meeting proceeded smoothly.
Here, Wu Changfeng had to make concessions; otherwise, if they argued, it would seem that Xinguofei Beverage Factory was being petty and calculating.
This might make the distributors present who had never worked with Guofei beverages hesitant.
That won't do.
Wu Changfeng wanted all these distributors to join in, to stock his products, and to make money for him.
Therefore, Wu Changfeng used delaying tactics to suppress the matter concerning Boss Niu.
For fast-moving consumer goods, the distributor is an indispensable link.
Only they know the locations of the convenience stores and shopping malls, and they have connections with the owners or managers of these stores and malls.
For these agents, listing a product is an easy task.
Even if it's a counterfeit or substandard product, with this connection, the convenience store and the owner will usually give it some face.
Of course, if counterfeit or substandard products cause problems, then things are different, and the relationship will break down.
Therefore, aside from a few unreasonable issues, most of these distributors have very good relationships with their downstream distributors and merchants.
How good is it?
One phone call, a simple greeting, and the goods are delivered directly; the convenience store simply pays, and that's it.
If the factory were to go to the local area to promote its products, that would be disastrous.
Most of the time is wasted on introducing each other, getting to know each other, and becoming familiar with each other.
On the contrary, it has no effect on promoting products.
The agents are different; they and the second batch of small business owners below them are all in the same boat.
The second batch of goods purchased was less than that of the distributor, so the distributor gave them a preferential price, and the second batch then delivered the goods to the shopping mall.
Profits can be found at every stage.
There's no need for further explanation. The distributor guarantees the quality of the goods, and the second-hand distributors don't need to ask any questions; they just need to pick up the goods.
This is their advantage: by continuously distributing products, they bring a particular product into every household.
Similarly, Wu Changfeng's Guofei Beverage Factory cannot avoid them.
The saying "existence is its own justification" is perfectly exemplified here.
Now.
As the press conference reached a crucial moment, let's see how many of the distributors present took action and placed orders.
This is the first test for iced tea.
Wu Changfeng was confident that his iced tea was in a dominant position.
But at the same time, problems also arose.
One of the agents raised his hand and asked, "Boss Wu, I've never been an agent for Guofei before. I'd like to ask, has this always been how you do it?"
Wu Changfeng was momentarily stunned, not understanding what he meant at all.
The man continued, "What I mean is, does Guofei Beverage Factory only produce one product? Nothing else?"
Wu Changfeng replied, "How about this iced tea?"
"Iced tea is indeed delicious," the person continued, "but there's no product lineup for it. Are you just going to force it on us like this?"
"In other words, it's only expensive for a single item, and there won't be any more showcase events, right?"
Wu Changfeng responded with an "oh".
The question this person raised was quite targeted.
For fast-moving consumer goods, promotions are a frequent activity.
Generally, there are two forms: one is a promotion for agents, such as bundled gifts.
Another type is activities targeting convenience stores and shopping malls.
This activity is the main expense; the manufacturer pays for it and lets the distributors do it. Then the distributors bring back photos and evidence to the manufacturer for reimbursement.
Most of these activities involve ground stacking.
In other words, you buy a spot in the mall and display only Guofei Beverage Factory's products to create the feeling of a dedicated counter.
Every display shelf and showcase costs money for the convenience store and the shopping mall.
After all, it takes up space to display your products, and the shopping mall isn't going to do charity for you.
Therefore, you have to spend money to buy it, more or less.
At the same time, this is also a way for shopping malls to make money.
It can be said that they are making money from consumers on one hand and from manufacturers on the other.
This shows that a plot of land is hard-won, and it would be a waste to put only one type of product on it.
But too many are also not good, otherwise it will look cluttered.
Generally speaking, it's best to have two or three types; more than that is not appropriate.
Of course, there were many other manufacturer activities in later generations, such as showcasing products for refrigerators and replacing signboards for free, but the signboard had to be stamped with the manufacturer's trademark.
Coca-Cola and Pepsi love to send refrigerators; those huge freezers with their massive logos are no joke.
It's instantly eye-catching; anyone wanting to buy a drink will unconsciously open this freezer...
So it's no wonder the distributors asked that. If your Guofei factory only has iced tea, does that mean you're not planning on doing any promotions?
If we don't hold any events, doesn't that mean we have to push them on?
this……
Iced tea is good, but we need to add other products to complement our product portfolio.
Conversely, why should agents maintain good relationships with the shopping malls below them?
Distributors also play tricks. For example, when the manufacturer has a promotion, they may only offer 100 slots for the promotion.
They went to the shopping mall and said, "We went through a lot of trouble to get this, we reserved it especially for you. Others are begging for it, but I wouldn't give it to them. It's just that we have a good relationship."
The shop owner was delighted and said, "I must thank you so much!"
This is one of the reasons why the agents and their subordinates get along so well.
People are reciprocal; if you benefit from something, you think of me, and I'll help you sell more goods.
This is what makes for a pleasant collaboration.
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