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Text by Shengchu Zhao Haiyong

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Terminal is the last link in wine sales, directly affecting product sales and consumer choices. Terminal distribution is the prerequisite for product flow and the basic guarantee for product survival in the market.

Recently, while conducting market research in Hunan, the author encountered a gold medal regional manager with over a decade of experience in the wine industry, who is highly sought after by major distilleries. Through communication with him, the author summarized eight distribution methods that are considered effective, to share with everyone.

1. From Break 1 to Break 3 to Break 5 This method is mainly used for terminal stores with good sales and superior locations, where the merchant is hesitant about stocking up. When communicating with the terminal owner, seize on the owner's desire to avoid large capital investment but still make money. First, communicate with the terminal owner to get them to stock one case, which is Break 1; after the terminal owner sells it, communicate again, refund the payment for the first case, but require the customer to stock 3 more cases, which is Break 3; when the customer sells those 3 cases, introduce a more attractive 5-case policy or display cabinet policy, which is Break 5. During this process, product sales can be promoted through scratch cards, buy-one-get-one, consumer promotions, and other forms. Start small and gradually increase, carrying out terminal distribution in a step-by-step manner.

2. Big Items, Big Prizes: Terminal Display Distribution Method Hunan market is a high-consumption market for white liquor in China, where "face-saving and high consumption" has always been a trend. A merchant for Hunan Jiugui Neipin premium products launched a consumer promotion of "buy wine, get a mountain bike." In the early stage of distribution, the merchant first purchased a certain number of mountain bikes, then during terminal distribution, placed the bikes directly in the store or at the entrance, creating a visual impact for consumers, while requiring product display in dedicated cabinets. When consumers choose white liquor products, whether or not they choose this brand, they will intentionally or unintentionally ask: "How do I participate in this activity?" After the terminal owner explains, many consumers feel it's acceptable and choose this product. This leaves a deep impression on consumers, enhances their enthusiasm, and makes terminal stocking a natural outcome.

3. Installment Payment for Goods, Bank Card for Display Fees Giving wine for display has always been a common method and routine for companies and merchants because the cost is low and it increases the terminal's product inventory and the terminal owner's recommendation. However, as terminal owners have become "numb" to this method, cash display fees have become their core need. Currently, brands like Xiangjiao and Kaikouxiao have launched "cash back for display" activities. Mainly, after displaying products in the store according to requirements and proportions, the terminal owner only needs to provide a bank card, and the display fee is regularly transferred to the card each month. The cycle is at least three months, up to one year. Of course, these also require certain sales volume limits, with a monthly purchase quota.

4. Buy Wine, Get a Sales Assistant Until Second Order The main reason terminal owners don't stock up is fear of not selling, fearing it will be stuck in their hands, not that the wine is hard to sell or lacks profit. A merchant in Gongyi, Zhengzhou, mainly operating strong regional brands in Henan, launched a distribution policy of "buy wine, get a promoter until second order" in the early stage. It required that after terminal distribution, the salesperson would act as an in-store co-salesperson, assisting sales in the store, not only as a brand co-salesperson but also as a store clerk, helping the customer sell goods until the customer places a second order before leaving. This not only helped the customer sell wine but also generated a second order. Some "difficult" terminal owners were all handled one by one.

5. Volume-Based Rebates and Tiered Rewards for Distribution Volume-based rebates refer to giving terminal owners material rewards (including cash back, free wine, gifts, etc.) within a certain range when they reach a certain sales volume or sales amount. It is best to set three tiers: high, medium, and low. This accommodates the different needs of different owners. Rewards can focus on big prizes, such as travel, large finished wine, factory tours, cash, etc., to attract terminal owners to win big prizes and sell more.

6. Recycle Boxes and Caps: Every Box Has a Gift, Every Cap Has Money Recycling boxes and caps is a traditional, simple, effective, and low-cost method for terminal distribution. For each box recycled, the terminal rewards the consumer 10 yuan, and then the distributor gives the terminal merchant 20 yuan for recycling, with an additional 10 yuan reward. This increases the terminal merchant's enthusiasm for selling whole boxes. For cap recycling, the incentive can be increased, mainly for mid-to-high-end wine products, as there is room for operation. For example, a brand in Hubei has detailed reward standards for recycling from consumers, terminal merchants, salespeople, and distributors, increasing enthusiasm at all levels and boosting market distribution and sales.

7. Salesperson Distribution Competition with Terminal Development Awards Distribution competition is a phased work to boost salesperson enthusiasm. On top of normal compensation, additional terminal development rewards are given. Rewards can be cash, goods, travel, reunion dinners, etc. Merchants can set reward policies based on their own resources and strength. The criteria can be based on the number of terminals developed and the amount of payment collected, thereby achieving effective terminal distribution.

8. Persistent Pestering: Never Give Up Distribution This distribution method is summarized by the author during market visits. It is characterized by low cost and long cycles. It is mainly used for brands with low policy support, obvious competitive market performance, low factory investment, and weak distributor strength. It relies on thick skin and the spirit of "even if it kills me, I must get into the store." The author once saw a Wuliangye Chun salesperson visit a terminal 27 times, and finally, out of "sympathy," the customer stocked three cases. But through the brand's market operations and the efforts of the merchant and sales staff, this store has become a key customer in the market with stable sales.

The above are several distribution methods the author considers effective. In addition, there are strategies such as dedicated display cabinets, bundled entry, replacement entry, atmosphere packaging entry, and storefront replacement entry, all of which are effective means.

There aren't that many innovative models or "rare" strategies; they are all optimizations of traditional methods, tailored to one's own market, ultimately achieving the goal of distribution.

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