(Source: https://pltfrm.com.cn)
Introduction
Distribution is one of the most complex—and make-or-break—elements for overseas brands entering China. Choosing the right partners, aligning goals, and maintaining brand control through distributors can define long-term success. In this article, we explore how strategic distributor sales planning helps brands grow reliably in China.
1. Define Your Ideal Distributor Profile
1.1 Capability and Category Fit
Not all distributors are created equal. Assess partner experience within your specific category and their ability to reach your target audience.
Tip: Choose partners with existing relationships in your segment (e.g., wellness retail, boutique groceries, beauty chains).
1.2 Infrastructure Readiness
Verify whether the distributor can handle logistics, storage, and after-sales support at the level your brand requires.
Strategy: Conduct on-site evaluations and request regional case references.
2. Sales Planning Based on Market Geography
2.1 Tiered City Rollout
China’s cities vary in purchasing power and retail structure. Design distributor plans based on tiers: Tier 1 (brand visibility), Tier 2/3 (volume growth).
Use Case: A kitchenware brand launched only in East China with a top-tier distributor before expanding westward.
2.2 Regional Autonomy vs. Centralization
Some brands benefit from region-specific distribution models. Others need a unified national strategy.
Tip: Start centralized, then localize based on performance benchmarks and logistical efficiencies.
3. Incentives and Sales Target Structuring
3.1 Revenue Goals by Channel
Set clear expectations across e-commerce, offline retail, and special promotions.
Execution: Use platform-specific KPIs—Douyin units sold, JD customer feedback, WeChat CRM expansion—as performance metrics.
3.2 Motivational Structures
Incentives should go beyond volume. Reward timely reporting, content collaboration, and brand consistency.
Strategy: Tiered bonus structures based on behavior and results help drive accountability.
4. Training and Brand Alignment
4.1 Distributor Brand Onboarding
Educate partners not just on SKUs but on your mission, voice, and shopper profiles.
Pro Tip: Develop Mandarin-language brand decks, sales scripts, and content calendars.
4.2 Local Sales Staff Enablement
Support distributor retail teams with point-of-sale assets, QR campaigns, and live streaming kits.
Use Case: A baby care brand provided monthly livestream scripts, boosting visibility across six provincial storefronts.
Case Study: A Swiss Wellness Brand Launches with Tiered Distributors
Instead of appointing a single national distributor, the brand chose regional players for North, East, and South China. Each focused on local health stores and WeChat mini-program integration.
Sales in Tier 2 cities outpaced projections by 3.2x in the first quarter.
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!
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