Scan the QR code in the image to register Terminal interception aims at sales; user interception, besides sales, primarily aims at getting users online. Terminal interception has touchpoints but no connection; user interception means touch equals connection. -01- In deep distribution to terminals, sales representatives and shopping guides have an important job: terminal interception. Terminal interception is carried out in three aspects: First, terminal product display, including end caps and displays. Because displays and end caps are user touchpoints. Without touchpoints, users cannot perceive the product. This is something all stores, including KA and small shops, must do. Some companies even have a dedicated role: merchandisers, who check dozens of stores a day. Second, shopping guide assistance. Initially called promoters, now called shopping guides. Shopping guides are also user touchpoints. Generally, only KA stores can afford shopping guides. Third, promotional policies, often implemented together with end caps and shopping guides, using policies to attract users. I once made an analogy: the biggest sellers in KA are not the strongest brands or the lowest-priced products, but the most active products at the terminal. The standard for active terminal products is "promotions every day, changing every week." A fatal flaw of terminal interception in the deep distribution era is that interception is one-time. There is interception but no connection. Next time, users might be intercepted by another brand. -02- When B2C and O2O rose, the "ground promotion" role emerged. Alibaba, Meituan, and others did it. Pinduoduo's user growth was different, using user fission. Ground promotion is also user interception, and it also starts from terminal interception. For internet platforms, ground promotion means connection. Once connected, users move from offline to online, becoming platform users. Ground promotion terminal interception is very costly. If density is not achieved, the platform fails. It's either 0 or 1. However, ground promotion is also one-time. Once the platform takes off, ground promotion is no longer needed. After ground promotion intercepts users to the platform, users belong to the platform, unrelated to offline. Therefore, cooperating with internet platforms is quite unfortunate. Platforms are black holes; every ground promotion brings traffic into the platform. -03- New retail is also intercepting users. In digitalization, intercepting users means getting users online. Intercepting users requires touchpoints to reach them. New retail intercepts users through: digital payment, online ordering, digital scenarios, and personnel interception. New retail stores typically have digital payment channels. As long as digital payment is used, users are reached online. Online ordering in the restaurant industry is a hard interception method. Leading restaurant companies are basically all online ordering, some even only online ordering. Scenario interception involves setting up special scenarios in stores and intercepting through QR code scans. Personnel interception uses store owners, staff, and shopping guides as interception touchpoints. -04- Digitalization of traditional channels includes two major modules: one is full-link connection; the other is full-scenario reach. Full-scenario reach is user interception and user touch, aiming to achieve user online presence. Once a user is touched, they can be retained through online stickiness. Digital user touch roughly has three major scenarios: product, person, and store. Using product as a touchpoint, such as one product one code. Each scan is an entry point for users to go online. Using person as a touchpoint has two modes: one is terminal personnel, including store owners, staff, and shopping guides; the other is KOC reach, as in the "scenario experience + KOC + cloud store" model we proposed in three-dimensional connection, which is a user reach model. Using store as a touchpoint includes the store itself and store scenarios (such as coolers, shelves, displays, etc.). Person, product, and store are collectively called the three super touchpoints. User touchpoints are the main interface for intercepting users. Therefore, the term touchpoint has become the key to full-scenario reach. -05- In the deep distribution era, the work of sales representatives included channel work and terminal work, with the main work at the terminal. In the digital era, distributors transform into operators. Operators have three main tasks: B-end relationship, C-end user reach, and BC integrated operation. In the digital era, channel relationship (B-end) still exists. But because of BC integration, channels have pull, reducing B-end workload. Reaching C-end users becomes the main task. Without reaching C-end, digitalization is useless. The main work is on the user side (C-end). Deep distribution has reached millions of terminals; the next step is only through tens of millions of touchpoints to reach hundreds of millions of users. Only by reaching users can the next important task be carried out: BC integrated operation. It can be envisioned that deep distribution focuses on terminals, so it engages in terminal interception; digital marketing focuses on the user side, so it first engages in user interception to get users online, then implements BC integrated operation.