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Introduction
Many overseas brands rely on distributors to scale in China—but few treat distribution as a strategic growth engine. Done right, distributor sales planning can boost brand awareness, speed-to-market, and channel expansion. This article covers how to turn your distributor network into a competitive advantage.
1. Distributor Profiling and Due Diligence
1.1 Capability Matrix
Score potential partners based on reach, infrastructure, channel relationships, and digital maturity.
Tip: Require a pitch presentation showing how they’ll grow your brand—like a sales agency, not just a logistics partner.
1.2 Reputation and Track Record
Check past partner feedback, performance with international brands, and responsiveness to campaign adaptation.
Use Case: A Canadian brand rejected a larger distributor due to poor JD campaign results with past clients.
2. Collaborative Sales Forecasting
2.1 Joint Planning Sessions
Co-develop quarterly forecasts and launch plans to ensure distributor targets are realistic and aligned with brand goals.
Execution: Create Excel-based planning kits including SKU mix, territory plans, and campaign scheduling.
2.2 Rolling Forecast Adjustments
Refine plans monthly based on demand spikes, local policy shifts, or competitor promotions.
Strategy: Treat forecasting as a two-way conversation, not a fixed requirement.
3. Distributor Education and Brand Culture Transfer
3.1 Beyond Product Training
Explain your brand’s “why,” shopper psychology, and emotional drivers—not just features.
Tip: Run brand immersion workshops for sales and customer service staff.
3.2 Live Campaign Toolkits
Prepare sales kits for Chinese shopping festivals (6.18, 11.11) and regional holidays.
Use Case: A beauty brand prepared ready-to-use Douyin scripts, banners, and subtitles for every seasonal sale.
4. Performance Monitoring and Continuous Improvement
4.1 Quarterly Business Reviews
Hold QBRs with every distributor to assess sales progress, campaign alignment, and forward planning.
Pro Tip: Scorecard format ensures consistency across multiple partners.
4.2 Training Refresh Cycles
Update distributor education every 3–6 months to include new SKUs, digital tools, or shifting shopper trends.
Tactic: Add video modules or livestream-style coaching for retail-facing teams.
Case Study: A Spanish Olive Oil Brand Doubles Sell-Through
The brand moved from three generalist distributors to one food-specific partner with strong chef/KOL relationships. By co-investing in Douyin cooking content and WeChat coupon campaigns, they doubled retail sell-through and grew CRM by 5x.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
info@pltfrm.cn
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