Identifying the top retail chains in Mexico where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.
It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.
In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.
Mexico, strategically placed between the USA and South-America, has a population of around 126 million as of 2023. The country is known for its rich cultural heritage, blending indigenous and Spanish influences, and natural attractions like beaches and ancient Mayan ruins.
Mexico’s economy, with a GDP per capita of about $9,800 USD in 2023, is characterized by its manufacturing and export-oriented industries. The country is a major producer of automobiles, electronics, and textiles, largely due to its proximity to the United States. Agriculture and tourism are also important, with Mexico being one of the most visited countries globally.
Major cities include Mexico City, the capital and largest city with significant cultural and historical importance; Guadalajara, known for its tech industry and cultural festivals; Monterrey, an industrial and business hub; Puebla, rich in colonial architecture; and Cancún, a world-renowned tourist destination.
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If you have a consumer product that you can’t sell directly from your home country to your end customer, you need at least one step in between. This can be a distributor (who also acts as wholesaler or importer), a big retailer directly, or it can be a large web shop. Let’s look at the pro’s and con’s of each option.
You should put a lot of emphasis on drafting a good distributor pitch. Even if you already have great sales materials for your end-users, this often does not make clear what the benefits are for a potential agent, distributor or retailer to work with you.
When you approach potential sales channels with your standard documentation, chances are high that they are holding of. If you make it crystal clear what are the benefits for them, like in the example presentation, you will get a much higher response rate.
Please note that it helps to put concrete data in your presentation. You may think it is sensitive, but just know the secret is in how you achieve the rotation or the low returns level, not in the data itself. So share it here, in order to get the right attention.
Distributors are risk averse, they know the portfolio they have and tend to be happy with it. They can’t just add a product or service to their range, since it will cannibalize on others: