Click 'Read Original' for details. As summer approaches, the main battlefield for beverages shifts from in-store shelves to freezers, where thousands of SKUs compete for limited space. The intensity of competition is evident. Let's first briefly outline the four common tactics beverage manufacturers use for summer freezer operations.

Tactic 1: "Invest" in Ice. To borrow a popular phrase, "My turf, my rules." To achieve effective retail freezing, offering free display cabinets to outlets has become a standard pre-May Day move for major beverage manufacturers. How to invest in display cabinets? First, act early. Some manufacturers start distributing cabinets before May Day and collect them after National Day. As the saying goes, "The early bird catches the worm." Invest early because outlet space is limited; if others invest first, you miss out. Second, pair with freezing display fees. If you're investing thousands of yuan in a cabinet, don't skimp on the monthly display and electricity fees of a few dozen yuan.

Tactic 2: "Buy" Ice. Simply put, "buying" ice means using freezing display fees to buy exclusive use of freezing equipment at outlets. Due to budget constraints, no manufacturer can place cabinets in every outlet. Experienced and insightful marketers know the concept of "leveraging social resources for sales." To achieve effective freezing, fully utilize the outlet's own refrigerators, freezers, and even competitor cabinets. Typically, beverage manufacturers start "freezing display reward programs" in mid-April. The method: sign a "Freezing Display Reward Agreement" with outlets, specifying display location, facing, quantity, duration, fees, and payment method. Especially in key accounts (KA), in-store CVS (ice troughs) and chilled cabinets are battlegrounds for beverage giants, and prime targets for "buying" ice.

Tactic 3: "Swap" Ice. While maintaining normal wholesale prices and trade promotions, add a "carton exchange" promotion. That is, after May Day, for each case of immediate-consumption products purchased and placed in freezing equipment, one empty carton can be exchanged for two bottles of purified water or one bottle of another beverage. Some beer and beverage manufacturers even use "one-for-two, two-for-three" methods in foodservice channels to swap competitor products with their own, aiming for exclusive freezing and monopoly sales.

Tactic 4: "Stuff" Ice. People are the most active and decisive factor in productivity, and also the lowest-cost method for freezing displays. The method: mobilize all sales staff to adopt a "find every gap" spirit, each person stuffing 5 bottles of immediate-consumption products into 10 outlet freezers daily. It's a "small effort, big effect; saves costs, works well."

These four tactics are familiar to beverage industry professionals, and many manufacturers use them. However, recent market visits reveal that many manufacturers have poor management of their own cold drink equipment—like grabbing someone else's sesame seeds while losing your own watermelon. Today, I'll share management practices for your own freezers in the following areas.

Importance of Cold Drinks and Benefits to Business Execution by frontline staff is only effective if they deeply believe in the task. Let's first discuss the importance of cold drinks and their benefits.

A Concept: What Are Cold Drinks?

  1. Beverages that provide consumers with the best taste.
  2. Adding more freezing space and profit for customers.
  3. Enhancing product quality and brand image for the company.
  4. Increasing sales for the sales team.

Consider these data: In summer, 79% of consumers choose to buy frozen beverages, and 81% of those will switch to another company's frozen product if their target drink isn't frozen. Placing a freezer in an outlet can boost sales by 29%. For example, a standard single-door freezer can immediately add about 50 facings and 20 cases in orders.

Benefits of Freezers for Sales Staff:

  1. Improve customer relationships and execution.
  2. Increase product visibility and merchandising.
  3. Increase visible inventory and order volume.

Benefits of Freezers for Outlets:

  1. In summer, 79% of customers will go to another store if frozen drinks are unavailable.
  2. Freezers attract more foot traffic.
  3. Increase consumer basket size.
  4. Drive impulse purchases.
  5. Reduce fixed asset investment, boost sales, and increase income.

Benefits of Freezers for Consumers and the Company:

  1. 86% of customers think frozen drinks taste better.
  2. Frozen products create more loyal consumers.
  3. Loyal consumers buy more of our products.
  4. Enhance product image and promotion.
  5. Frozen culture is a key success factor in the market.

5 Rights + 1 Action After understanding the importance of freezers and their benefits to the market, outlet owners, and consumers, let's discuss the key success factors for freezer execution: 5 Rights + 1 Action.

1. Choose the Right Model and Outlet: Double-door freezers should be prioritized for hypermarkets, schools, cinemas, etc. Single-door freezers for modern trade and high-volume traditional immediate-consumption outlets. Small freezers for scenic spots, busy streets, and other high-quality but small outlets. Other types can go to convenience stores and other potential outlets. Principle: Freezers are for icing on the cake, not for helping those in need.

2. Place in the Right Location. A. Hypermarkets/Supermarkets: a. Main beverage shelf (built-in freezers), b. Main aisle, c. Near checkout, d. Special displays. General principle: Place according to consumer preferences in the store. B. Convenience Stores: a. Near checkout, b. Store entrance. General principle: Easy to reach, highest traffic. C. Traditional Grocery Stores: a. First position at entrance, b. Outdoor freezer. General principle: Eye-catching, attractive, easy to reach. D. Internet Cafés: Near the counter, preferably outside. General principle: Near registration/payment area, within one meter for easy reach.

3. Five Elements of Excellent Freezer Execution: a. Clear price tags. b. Aim for 100% pure (only our products), at least 60%. c. Ensure 24-hour power and proper cooling. d. Create a success image and strictly execute. e. Ensure placement in the first position.

4. Continuous and Correct Tracking: a. Asset safety: 100% monthly inventory check. b. Placement quality: Single-store monthly output meets expectations. c. Improve anytime: Adjust low-output freezers promptly.

General Principle: Manage your own freezers well, strive for first position, 100% display, grab customer freezers, best facing, and diligent hands-on habits.

How to Lead Your Team in Freezer Execution

  1. Training and Guidance: Provide systematic and correct training to frontline staff. Poor execution often stems from not telling the team what's correct and what the standard is.
  2. Lead by Example: Set the standard yourself; when execution is weak, demonstrate the correct way.
  3. Persistently Coach on the Job: Find problems, solve them.
  4. Keep Records, Track, and Review: Document issues found during market visits, create improvement plans, set deadlines, and repeat.
  5. Support and Praise, Share with the Team.

Daily Freezer Operation Process Guide

  1. Daily management process.
  2. Fault repair process.
  3. Out-of-warranty repair expense reimbursement process.
  4. Daily management system and reports.
  5. Loss penalty system.
  6. Placement certificates and deposit requirements. Note: Encourage outlets to pay as much deposit as possible to reduce risk. Deposit-free clients should be: high-volume local hypermarkets/supermarkets, strategic competitive accounts, local owners with long operation history; non-locals should have a guarantor.
  7. Off-season return-to-warehouse principle: To control costs and prevent damage, avoid returns, but apply in these cases: 1. Client closes or relocates, 2. Sales consistently below requirements, 3. Non-cooperative with placement, 4. Equipment irreparable and needs replacement, 5. Change in equipment type at client.

Each company has its own management system for freezer application, approval, logistics, etc., which are similar, so I won't detail them here.

How to Manage Cold Drink Equipment Well

  1. Strictly control placement quality: Ensure accurate first placement, proper approval, and placement with quality clients in the region.
  2. Clarify responsibilities: Assign responsible persons, targets, and follow-up cycles for each metric.
  3. Daily follow-up: Establish daily inspection and follow-up mechanisms, with regular reviews, including freezer inventory rate, client acceptance, peak-season placement rate and quality.
  4. On-the-job inspection: Find problems promptly, lead the team to correct them, including checking outlet execution, hands-on organizing, spot-checking distributor inventory, market freezers, and focusing on long-term abnormal equipment.

In summary, the above focuses on managing and maintaining your own freezers. "To conquer the outside, you must first secure the inside." During market visits, I've seen many manufacturers and distributor sales teams spend heavily to grab competitor freezers, while neglecting their own maintenance—no system, no standard operating procedures for frontline staff and managers, resulting in diminished results.

I hope this article provides some process-oriented help to frontline staff and managers, giving you an edge in fierce market competition.

If you wish to communicate with the author,