There is no off-season market, only off-season thinking; It's not that business is bad, but that your own business is bad; While other dairy products grew slowly, Telunsu and Ambrosial achieved rapid growth; When cocktails were lukewarm in the catering channel, RIO cocktails became famous overnight through the entertainment marketing of "Running Man," driving the industry's major development. To achieve significant company growth, the business level of sales personnel is crucial. The following is a summary by a marketing veteran, called the 315 Theory for easy memory and dissemination, hoping it can serve as a reference for everyone. Three Mindsets Mindset 1: Set Target Competitors

  • Each region should identify its target competitors, one or two at most, not too many. You can also find one per category.
  • Be Stronger Than Competitors: In a system in Guangxi, in February 2015 our sales revenue was 20% higher than competitors; this February we are 74% higher, widening the gap.
  • Where does our sales growth come from? A very important channel is from competitors.

Mindset 2: Data-Driven Business departments are about performance, which is quantifiable. Never rely solely on feelings or experience; rely on data. Find problems, inspiration, and answers from data. For example, if competitors have lower prices:

  • How many of the 50 stores have lower prices than us? Don't generalize one store's low price to all.
  • How long have the low prices been in effect? Don't generalize a few days' prices to all.
  • How much lower are they? What impact does this difference have on our sales? For example, if we say we are stronger than competitors, in which channels are we stronger? By how much? In which categories are we stronger? By how much?

Mindset 3: Have Methods to Solve Problems When facing problems, think of solutions, not just pressure. Pressure alone won't solve problems; staying up all night won't help. Everyone must take responsibility for finding solutions. Each of us is a leader in our area; our duty is not just to observe the market or guard the stall, but to achieve our performance goals. When goals are not met, all departments should help us think of ways and support us, but fundamentally, we must think of solutions ourselves. If we delegate that responsibility to others, what is our role? There is no savior in the world; if there is, it can only be ourselves!

One Goal 1. Performance Goal Sales personnel carry sales targets and are fully responsible for performance. Therefore, the performance goal is paramount. Whenever you go to a place, think about the sales target there, how much has been achieved, how much is still missing, and how and when the gap will be filled.

Five Methods 1. Maximize Shelf Space A. Minimum execution principle: Our display area should not be less than the overall display area of major competitors in the region. B. Rationalize category area proportion. Adjust category display area according to festivals/promotions to maximize display of promoted/festival products. Note: Absolute advantage display area ≥50%.

2. Optimize Position: Six Display Principles Principle 1: Face the Aisle and End Caps Place products in the direct line of consumer movement, where they can be seen at first glance. Near high-traffic main aisles, the first position of island cabinets/freezer cabinets adjacent to the main aisle.

Principle 2: Group Same Products Together According to different brand positioning, separate brands, and concentrate the same brand. Concentrate by design series within the same brand. Align horizontally by specification and vertically by width.

Principle 3: Highlight Adjacent Advantages Products near competitors should have a relative price advantage (unit price/transaction value). Do not display with products of different tiers. Followers use a distancing strategy; leaders use a close-up strategy.

Principle 4: Leverage End Cap Benefits Time selection: Choose the best promotion period, seasonality. Position selection: Best visibility, highest traffic aisles. Product selection: High-margin products.

Principle 5: Optimize Sales Aid Combination Use sales aids as much as possible. Use the latest sales aids, use corresponding brand sales aids, update them regularly, and place them where they can attract consumers.

Principle 6: Occupy Golden Positions Within the best line of sight Easiest to reach Place the most profitable products in golden positions.

3. Complete Product Range a) Are all key SKUs listed? b) Are all listed SKUs on the shelf? c) Are new products listed and on the shelf?

4. Standardize Image Update promotional materials in line with seasonal and promotional needs, strictly follow company requirements to produce and install image materials. Execution principles: Clear theme, effectively convey corporate and product information; optimal placement, such as TG; clean and timely updates, avoid wrinkles, replace with promotional activities; combine various materials effectively, such as hanging strings, wrapping guide cabinets, floor stickers, to create a three-dimensional promotional atmosphere. Especially POP posters: When products are on special price or buy-one-get-one, POP must be hung for clear indication. POP writing requirements: Must indicate "original price," "special price," or a brief description of the activity; indicate the activity period; follow the three-second rule, meaning consumers can read all information within three seconds; write in bright colors to attract attention.

5. Normalize Sales Promotion

  • Are DM, in-store promotions, stack displays, and TG executed according to the promotion agreement?
  • In each promotion period, is at least one SKU of the main category on promotion (3-5 SKUs total is best)? Is there a large POP indication? Is the promotion announced via in-store broadcast during peak hours?
  • Is there a competitor product of the same category cheaper than ours next to the promotional end cap?
  • Are promoters on duty and recommending products?
  • How is the promoter's product display maintenance? Are they more assertive than competitor promoters? Better customer relationships?
  • Are sales aid materials placed/posted most prominently? Do they correspond to products? Are they damaged?
  • Do product price tags correspond one-to-one with products? Are they on the outer edge of the freezer, facing consumers? For special prices, are there yellow tags, shock price tags, end cap displays, advantage displays, and expanded shelf displays?
  • For new products, is there a new product launch notice? Is there an advantage display? Do promoters know the new product's selling points? Is there a promotion plan?

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