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裁员、搞经销商,快消企业为何从不反思自己
Hu Xiu· 2025-08-19 06:57
Group 1: Business Capability Decline - The decline in product distribution rates and business capabilities is a significant concern for companies in the fast-moving consumer goods (FMCG) sector, with a noted decrease of 10 percentage points in distribution rates [3][4] - Companies are increasingly relying on monitoring systems to track sales representatives and their interactions with distributors, but this has led to a culture of distrust and has not effectively improved business capabilities [2][3] - The traditional methods of training and mentoring new sales staff by experienced employees are diminishing, leading to a lack of essential skills and knowledge transfer [4][5][6] Group 2: Distrust Between Companies and Distributors - There is a growing disconnect between companies and their distributors, characterized by mutual distrust and profit erosion, which is contributing to declining performance [8][10] - Distributors feel pressured by companies to reduce their profits while being expected to adhere to strict operational guidelines, leading to a lack of loyalty and engagement [8][9] - The rise of alternative distribution platforms is threatening the traditional role of distributors, as companies explore direct-to-consumer models that bypass them entirely [10][11] Group 3: Management Challenges - Management often fails to recognize the needs of sales representatives and distributors, leading to ineffective strategies that do not address the root causes of performance issues [7][13] - The reliance on systems and metrics can create a false sense of security, as companies may overlook the importance of human relationships and on-the-ground realities in sales [6][12] - Companies that neglect the well-being and support of their sales teams and distributors risk further declines in performance and market share [14]