In the past, the mantra was 'the terminal is king,' but everyone rushed into group buying and made easy money. Now, as the industry cools and high-end liquor prices drop, the channel ecosystem has shifted significantly. The once-reliable government and business group buying has had to yield to the more fragmented mass-market liquor era. This is an era of consumer sovereignty, where liquor consumption is more rational. How to attract consumers' attention and how to drive sell-through at the point of sale—this is the fundamental, practical know-how everyone needs.
Step One in Winning at the Point of Sale: Grab.
Seizing terminal resources means grabbing prime locations and shelf space, squeezing out competitors' living space. Sales growth comes from two sources: increasing the number of effective outlets and boosting per-store sales. As the end of the sales chain, the terminal is the window for direct face-to-face communication with consumers. Terminal staff recommendations guide consumer purchases and build the brand's image in consumers' minds.
◆ Attract the store's attention: Combine product sales policies with attractive display incentives. ◆ Attract people's attention: Run consumer-themed promotions to entice purchases and initiate initial communication between the product and consumers. ◆ Tailor investment to the store: Segment channel terminal customers into key terminals and regular terminals, treating them differently. Naturally, invest more resources in key terminals to increase per-store sales, while also nurturing promising terminals as supplementary sales sources.
Step Two in Winning at the Point of Sale: Dress Up.
The level of refinement in terminal beautification projects directly influences consumer purchase decisions.
How to dress up: ● Refine channel operations: In this era where major brands are vying for consumer favor, each regional market should focus on core products, further streamline and expand the channel network, comprehensively enhance network atmosphere, activate and boost terminal sales push, and cultivate and drive consumer product awareness and consumption.
Terminal visualization: Plan and segment markets, eliminate blank spots in product coverage, increase the number of effective outlets, and combine terminal beautification projects to block competitors across the board, enhancing brand activity and perceived popularity. Terminal displays must feature unique creative designs to create a pleasant shopping environment that makes consumers happy to buy.
Step Three in Winning at the Point of Sale: Manage.
Superior market management capabilities are the guarantee for seizing quality terminal resources. Market management includes price control, channel terminal control, distributor management, and standardized business process management. As terminal competition intensifies, effective terminal management becomes the focus of refined market operations. Generally, to optimize and transform market management, a 'Seven Determinations' management system should be used for precise control: determine area, time, personnel, route, target, assessment, and meetings as the basis for regional market operations.
How to manage:
- Rationally plan market targets: Segment customers by tier based on current customer resources, design business visit route maps according to different customer situations, ensuring sales staff can effectively visit every terminal customer, with key accounts receiving special attention.
- Develop daily visit work plans for sales staff, clarify visit objectives and work content, and strengthen daily work summaries. Raise market issues via forms or WeChat, and collectively solve major problems in market operations.
- Establish a robust business visit system: Introduce the eight-step terminal visit process to streamline business workflows, clarifying all work procedures from the moment sales staff enter a terminal customer's premises, improving individual sales skills, and projecting a professional image.
- Terminal maintenance includes both relationship maintenance and routine upkeep: Strengthen terminal relationships through holiday SMS greetings and small gifts to secure more quality resources. Maintain good relationships to ensure product shelf presence, and maintain and update terminal atmosphere materials to protect the product image.
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