Click the blue text above, 'FMCG Distributor Professional Consulting,' to learn more about marketing and distributor internal management.
In the past, we often shouted 'the terminal is king,' but then everyone rushed into group buying and made easy money. Now, as the industry environment cools and high-end liquor prices drop, the channel ecosystem has undergone significant changes. The once-reliable government and business group buying has had to give way to the more fragmented mass-market liquor era. This is an era where consumers assert their sovereignty, and baijiu consumption has become more rational. How to attract consumers' attention and how to achieve terminal sell-through—this is the foundation, and it's the practical knowledge everyone truly needs.
Step One to Win at the Terminal: Grab First.
Seizing terminal resources means grabbing position and space, squeezing out competitors' living space. Product sales growth comes from two aspects: increasing the number of effective terminal outlets and increasing sales per outlet. As the end of the product sales chain, terminals are the window for direct face-to-face communication with consumers. Terminal store recommendations guide consumers to purchase products and build the product brand's image in consumers' minds.
- Attract the store's attention: Combine product sales policies with attractive display policies.
- Attract people's attention: Conduct consumer-themed promotional activities to entice purchases and initiate initial communication between the product and consumers.
- Tailor investment to the store: Classify channel terminal customers into key terminals and general terminals, treating them differently. Naturally, invest key resources in key terminals to increase per-store sales, while also cultivating potential terminals as supplementary sales sources.
Step Two to Win at the Terminal: Dress Up Nicely.
The level of refinement in the market terminal beautification project directly affects consumers' purchase decisions.
How to dress up:
- Refined channel operation: This is an era where major brands are 'vying for favor' in front of consumers. Each regional market should focus on core products, further sort out and expand the channel network, comprehensively enhance network atmosphere, activate and boost terminal sales push, cultivate and drive consumer product awareness, and promote consumption.
- Terminal vividness construction: Plan and segment the market, eliminate blank spots in product distribution, increase the number of effective outlets, and combine with terminal beautification projects to block competitors across the board, enhancing product brand activity and popularity. Terminal displays must have unique creative designs to create a pleasant shopping environment that makes consumers happy to buy.
Step Three to Win at the Terminal: Manage Afterwards.
Superior market management capability becomes the guarantee for seizing high-quality terminal resources. Market management includes price control, channel and terminal control, distributor management, and standardized business process management. As competition at the terminal intensifies, effective terminal management becomes the focus of refined market operations. Generally speaking, to optimize and transform market management, you should use the 'Seven Determinations' management system for refined control: determine the region, determine the time, determine the personnel, determine the route, determine the target, determine the assessment, and determine the meeting as the basis for regional market operations.
How to manage:
Reasonably plan market targets: Classify customers by level based on current customer resources, design business visit route maps according to different customer situations, ensure sales personnel can effectively visit every terminal customer, and give key customers special attention.
Develop daily work plans for sales personnel: Clarify visit targets and work content, and strengthen daily work summaries. Raise market issues through forms or WeChat, and brainstorm to solve major problems in market operations.
Establish a sound business visit system: Introduce the eight steps of terminal visits to sort out business processes, clarify all work procedures from the moment sales personnel enter a terminal customer, improve individual business quality, and establish a professional image.
Terminal maintenance includes both relationship maintenance and daily upkeep: Strengthen terminal relationship maintenance through holiday SMS greetings and small gifts to secure more high-quality resources. Through relationship maintenance, ensure product shelf presence in terminals, maintain and update terminal atmosphere materials, and uphold the product image.
Like this article? Feel free to click the top right corner to share it to your Moments.
About us:
WeChat Name: FMCG Distributor Professional Consulting Management
Account Introduction: 20 years of FMCG distributor operation and management experience, professionally addressing distributor internal issues:
We understand distributors better than manufacturers, and we understand internal management better than distributors. Senior marketing experts help your business grow.
Learning and exchange QQ groups:
Group 1: 344257092 (full) ** Group 2: 231512457
Click 'Read the original' below to enter our micro-community for interactive exchange and questions.