Facing the impact of low-priced products, most salespeople first feel fear and then ask for policy support. The following practical methods are truly 'essential strategies for home and travel, killing and robbing.' Learn how well-known enterprises kill and hunt down low-priced products. Those who master even one or two techniques will become industry experts, with sales soaring or fame rising.
The First Kill: Terminal Sniper Kill
- Terminal Buyout Method
Technical difficulty: ★ level. To strike competitors, sign buyout agreements with terminals prohibiting them from selling competitors' products.
Conditions: ★★★★★ level. Simple, crude, and wealthy tycoons can operate.
Effectiveness: ★★★★★ level. But it can easily cause vicious industry competition and raise market operation costs.
Risk: ★★★★★ level. Suspected of violating the Anti-Unfair Competition Law.
- Terminal Coverage Method
Technical difficulty: ★★ level. Move competitors' products to unseen places (or reduce shelf space, or put them in boxes, or hide behind your own products).
Conditions: ★★★★ level. Design reasonable terminal routes, persist consistently, and maintain good customer relations.
Effectiveness: ★★★★ level. Requires long-term persistence and is not easily noticed by competitors.
Risk: ★★★★★ level. Companies of similar strength may cause conflicts; many industry brawls start from this.
- Label Removal Method
Technical difficulty: ★ level. Remove price tags of low-priced products (or accidentally put them away, or drop them into gaps, or turn them over), greatly reducing the effect of special offers. Commonly used in modern KA store channels.
Conditions: ★★★★ level. The main operator needs superb practical skills, with the ability to 'observe all directions and listen to all sides,' making the labels of low-priced products disappear invisibly.
Effectiveness: ★★ level. Terminals or related companies will replenish labels in time after discovery.
Risk: ★★★★ level. Stores and terminals will penalize suppliers after discovery; related companies may cause brawls.
- Gift Tai Chi Method
Technical difficulty: ★★★★ level. Use gifts with large price differences to resist low-price behavior (e.g., a well-known Chinese brand cup with wholesale price of 1 yuan, often displayed at 5 yuan in terminals, making consumers feel the gift cup is worth 5 yuan instead of 1 yuan), making consumers feel your product is cheaper.
Conditions: ★ level. Regardless of company size, it can be operated.
Effectiveness: ★★★★ level. Good results; key is that gift quality must be guaranteed, and the difference between wholesale and retail price must be large enough.
Risk: ☆ level. No risk; if glass products, pay attention to transportation conditions.
- Multi-point Display Method
Technical difficulty: ★★★★ level. Limited by input-output ratio and customer relations.
Conditions: ★★★★★ level. Only for willful, wealthy tycoon suppliers or companies; otherwise, do not easily try.
Effectiveness: ★★★ level. Good results, but must achieve multi-point display; if low-price companies also do multi-point display, the effect will be greatly reduced.
Risk: ★ level. Easily imitated by related companies.
- Blank Market Mining Method
Technical difficulty: ★★★★★ level. For unfamiliar fields, everyone generally feels difficult, and the same for blank markets; at least early investment is necessary, and mastering relevant technologies early is essential.
Conditions: ★★★★★ level. Requires veteran blank market development experts to operate; otherwise, results are not achieved, and soldiers and money are lost.
Effectiveness: ★★★★ level. If operated properly, good results; if not, money is lost but generals are not.
Risk: ★★ level. Without certain technical standards and non-experts, do not imitate.
The Second Kill: Channel Hunting
- Product Portfolio Method
Technical difficulty: ★★★★★ level. If your product line is long enough and the leading product is prominent, it is easier to operate; otherwise, you need to cultivate a leading product before operating.
Conditions: ★★★★★ level. Need a leading product that terminals must sell; use the leading product to drive high-priced products to strike low-priced products.
Effectiveness: ★★★★★ level. The art of killing with a blunt knife.
Risk: ☆ level. No risk; truly a good way to kill the enemy invisibly.
- War-feeding-war Method
Technical difficulty: ★★★★★ level. Harder than the product portfolio method; not only need multiple leading products, but these products must have high profit margins; use high-profit products to subsidize competitive products and directly hunt low-priced products.
Conditions: ★★★★★ level. Long-term vision, big brother's boldness, and a general who knows Sun Tzu's Art of War by heart and likes to show off (war-feeding-war).
Effectiveness: ★★★★★ level. Fast knife to kill the enemy.
Risk: ★★ level. In the early stage, keep information closed; during operation, speed up; 'quiet as a maiden, quick as a rabbit,' instantly cutting the enemy down.
- Cutting Off the Fuel Method
Technical difficulty: ★★★★★ level. Reduce channel levels and strengthen terminal control.
Conditions: ★★★★★ level. Willing to invest and have long-term vision.
Effectiveness: ★★★★★ level. Slow fire, killing the enemy invisibly.
Risk: ★★ level. Very covert.
- Warehouse Occupation Method
Technical difficulty: ★★★★★ level. Occupy funds, inventory, and personnel; specific methods include shelf occupation, route occupation, terminal occupation, second-tier occupation, and distributor occupation.
Conditions: ★★★★★ level. Need precise timing; otherwise, once failed, many troubles.
Effectiveness: ★★★★★ level. Combining the above occupation methods requires the operator to have a thorough understanding and insight into the industry; the effect is very good.
Risk: ★★ level. Need to pay attention to competitors' counterattacks and imitation.
- Mutual Destruction Method
Technical difficulty: ★★★★★ level. Develop a suicide product to directly strike competitors' low-priced products.
Conditions: ★★★★★ level. Tycoon-level companies with a thorough understanding of low-priced product consumer needs and strong market control.
Effectiveness: ★★★ level. Ordinary companies should not imitate.
Risk: ★★★★ level. Easily causes 'kill a thousand enemies, lose eight hundred'; more likely to make wedding clothes for low-priced products.
- Price System Disruption Method
Technical difficulty: ★★ level. Disrupt the price system of low-priced products, making channel members have no profit to operate and automatically give up.
Conditions: ★★★★★ level. Tycoon-level companies and big brother figures, ensuring low-priced companies dare not counterattack.
Effectiveness: ★★★ level. Does not conform to market laws; this method is usually best for intimidation.
Risk: ★★★★ level. If strength is insufficient, it is easy to be imitated by low-priced companies.
- Negative Publicity Method
Technical difficulty: ★★ level. Discover negative information about a company's products and actively publicize it.
Conditions: ★★★★★ level. Have in-depth research on media communication.
Effectiveness: ★★ level. Produces some effect locally; if over-hyped, it will hurt yourself.
Risk: ★★★★★ level. May be physically attacked by related companies; generally do not operate without a huge strength gap. The above tactics are 'fast-acting, poor long-term, and easily imitated.' Use them according to your own company's actual situation. If used improperly and causing 'self-harm,' the consequences are your own; I am not responsible! This platform will soon organize several experience-sharing salons called 'How Distributors Should Operate B2B.' We will invite domestic distributors who have actually operated for some time to share their experiences and how they operate in local markets. Interested distributors can long-press the QR code below to add the author's WeChat for sharing and exchange: When adding, please reply with the keyword: 操盘 - END- The best domestic FMCG distributor learning platform Focusing on providing professional, practical, and applicable tutorials for companies and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operation | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation | [Long press QR code to follow]