--- title: "Eight Rules for Winning at CD-Class Outlets!" description: "After analyzing terminal sales channels in first-tier cities like Shanghai, Beijing, Guangzhou, and Shenzhen, the author found that the most viable supermarkets are the 'big' and 'small' types: KA (Key Accounts) like Walmart and Carrefour, and CD-class chain stores like 7-11 and OK Convenience. This article outlines eight essential rules for succeeding in CD-class outlets, covering product display, SKU management, date checks, price tags, pricing, product presentation, competitor analysis, and consumer observation." author: "马树文" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-08-06" language: "en" canonical: "https://xinjignxiao.com/en/articles/eight-rules-for-winning-at-cd-class-outlets-5bf22739/" markdown: "https://xinjignxiao.com/en/articles/eight-rules-for-winning-at-cd-class-outlets-5bf22739.md" original_source: "https://mp.weixin.qq.com/s/yMv-YcMJU_57LWfZJ56hTw" translation: "https://xinjignxiao.com/zh/articles/cd%E7%B1%BB%E7%BB%88%E7%AB%AF-%E5%85%AB%E6%B3%95%E5%AE%9A%E4%B9%BE%E5%9D%A4-5bf22739.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/eight-rules-for-winning-at-cd-class-outlets-5bf22739/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Eight Rules for Winning at CD-Class Outlets! > After analyzing terminal sales channels in first-tier cities like Shanghai, Beijing, Guangzhou, and Shenzhen, the author found that the most viable supermarkets are the 'big' and 'small' types: KA (Key Accounts) like Walmart and Carrefour, and CD-class chain stores like 7-11 and OK Convenience. This article outlines eight essential rules for succeeding in CD-class outlets, covering product display, SKU management, date checks, price tags, pricing, product presentation, competitor analysis, and consumer observation. After analyzing terminal sales channels in first-tier cities such as Shanghai, Beijing, Guangzhou, and Shenzhen, I concluded that the most viable supermarkets are the 'big' and 'small' types. The 'big' refers to KA (Key Accounts): LKA (Local Key Accounts) like Walmart and Carrefour, and GKA (Global Key Accounts) like regional chains such as Tianhong and Vanguard in Shenzhen, which win through economies of scale. The 'small' refers to CD-class chain standard supermarkets like 7-11, OK Convenience, and Vanguard standard stores, which win through operational flexibility. CD-class outlets have advantages: wide distribution, proximity to communities, factories, and schools, low per-store costs but high margins, and clear consumer demographics. Their disadvantages are the 'two difficulties': distribution and maintenance. These difficulties determine your success in CD-class outlets, making them a hot potato—loved and hated. Based on years of experience, I summarize eight rules for operating CD-class outlets: 1. **Check Product Display**: Due to small store sizes, display space is limited, so placement and facings directly impact sales. With many competitors, getting ideal display through normal channels is hard, especially for new products. To secure good display: 1) During promotions (e.g., new product announcements, special offers), negotiate with the buyer for free end caps or best positions; if not, talk to the store manager. 2) Use dedicated display fees to negotiate with buyers or store managers for end caps or best positions. 3) Use company promotional materials or good relationships to negotiate with store managers. Good display position isn't enough; the size of the facing is crucial. To get good facings: 1) If there's dedicated display funding, negotiate to 'buy out' the best position and facing. 2) During price promotions, negotiate for better facings. 3) Use company materials or relationships to get better facings. 2. **Check Product SKUs**: Due to wide distribution, stockouts are common. If out of stock, promptly take inventory and replenish. If out of stock, find out when it went out, check the last delivery date, record it, and arrange orders and replenishment promptly. 3. **Check Product Dates**: Due to poor maintenance and regional consumption patterns, near-expiry products are common. If you see near-expiry products on shelves, check inventory and record. 1) If products are generally near expiry, record quantities, analyze causes (e.g., lack of consumer acceptance, then negotiate with buyer or store manager for promotion; if due to over-ordering, reduce order quantities and optimize inventory). 2) When checking dates, follow FIFO (First In, First Out): place newer products behind older ones to ensure smooth rotation. 3) For individual near-expiry items, negotiate with the store manager to resolve via promotion. 4. **Check Price Tags**: Due to poor management, missing or mismatched price tags are common. If missing, first coordinate with the store; if unresolved, talk to the buyer. If tags are deliberately misplaced by competitors, inform the store manager to prevent recurrence. If tags don't match products, reposition them correctly to avoid consumer confusion. 5. **Check Product Pricing**: Price is a sensitive factor, especially for new products. If your price is significantly higher than key competitors, sales may suffer. During store visits, check if retail prices match agreed prices with buyers or store managers. If too high, record and negotiate. Note: during promotional periods, some stores may raise prices; bring relevant documents to address issues promptly. 6. **Check Product Presentation**: Product presentation is a powerful way to communicate product information and enhance brand awareness. For CD-class chains, check: 1) During promotions, are there notices? Are special offers prominent? 2) Are promotional materials in place and prominently displayed? 7. **Check Competitor Status**: As the saying goes, 'Know yourself and know your enemy, and you will never be defeated.' In business, it's like war. During visits, accurately survey competitor sales dynamics, understand their display, products, pricing, promotions, store sales, and maintenance, learn from their strengths and improve on your weaknesses. 8. **Check Consumers**: In today's oversupplied market, consumer demand is paramount. During visits, spend 3-5 minutes observing consumer purchasing behavior—whether influenced by brand, price, or promotion; whether purchases are emotional or rational; and store traffic and service. Use these insights to analyze product status, guide future product development, and determine the depth and breadth of cooperation with CD-class stores. **Editor's Note:** From nearly 1,900 articles published on this official account, we've selected 1,067 and categorized them into 14 major categories and 57 knowledge points, systematically compiling frontline marketing management content into a library for your learning. From market to customers, from practical tactics to management, all are valuable. 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