After a distributor opens an account in a store, how to showcase products to consumers and secure the best display position becomes the most critical action. If a distributor can obtain a well-positioned display, it will play a decisive role in boosting product sales. These displays are vividly referred to as 'golden displays.' From the emergence of the first store to today, Chinese distributors have never given up their efforts to compete for golden displays. So, our first topic begins with how to secure golden displays.

Action Analysis 1: Understand What Constitutes a Golden Display in Stores? Terminal Observer: There are many forms of displays in stores, but which ones can be called golden displays? Chen Yafeng: Golden displays in stores are a colloquial term in the sales industry, mainly referring to positions that feature high foot traffic, high product purchase volume, strong product visibility, strong display appeal, reasonable costs, and maximum profit potential. They can be classified from four aspects: display space, display products, display concepts, etc., as shown in the table below:

Additionally, from the perspective of store location, emphasis is placed on purchase convenience and visibility. Any position that suits the product to increase sales or enhance the brand's image display can be called a golden display. From the perspective of shopping convenience, the emphasis is on visual convenience of product display and convenience for consumers to pick up products. For example, the optimal sales height for products is 120-160 cm, the optimal visual height is within 10 cm above and below eye level, the optimal horizontal visual angle is 30 degrees left and right, and the optimal vertical visual angle is 45 degrees downward from eye level.

Terminal Observer: These basic concepts are essential for distributors who have just entered or have not yet entered stores. Many distributors report that in recent years, the forms of golden displays in stores seem to be constantly changing. For example, previously everyone simply competed for shelves in better positions, but now the focus is on competing for consumer purchase convenience. Mr. Chen, do these changes exist? Chen Yafeng: Indeed, they do. In recent years, KA stores as an important distribution channel have been highly valued by manufacturers and distributors, and competition among manufacturers for better product display spaces has become increasingly fierce. This has led to significant changes in the forms of golden displays in KA stores, evolving from simple shelf golden displays to fully utilizing store space for various display combinations to enhance product appeal. They not only emphasize the importance of golden displays but also refine the regulations for product displays. Below is a manufacturer's specific requirements for distributors regarding golden displays:

Observer: It seems that the era when signing a contract with a store and securing a well-positioned display guaranteed peace of mind is over. The forms of golden displays have changed, and distributors must adapt to the new requirements proposed by manufacturers and prepare in advance. Otherwise, if you have good resources but cannot utilize them effectively, sales will not increase, and the store will eventually issue an 'eviction notice' to you.

Action Analysis 2: Solving Common Problems Observer: Due to intense competition and limited resources, golden displays will inevitably face a situation where there are more wolves than meat. Distributors will encounter some difficulties in the process of securing golden displays. Several readers have prepared their questions, and now let them ask Mr. Chen.

Tian Xiaohui, Weinan Limin Commercial Firm, Shaanxi: Thank you for giving me the first opportunity to ask a question. In the stores I operate, some strong competing brands have long occupied better display positions, but their product turnover is average. Although the products I represent are slightly less well-known, their turnover far exceeds those competitors, yet I cannot obtain the same display. Mr. Chen, how can I negotiate with the store to get the display that should belong to me? Chen Yafeng: When supermarkets arrange product displays, they prioritize well-known brands, considering factors such as brand awareness, recent advertising, consumer attention, and sensitivity to well-known products. This is because these are also aspects that consumers pay attention to when shopping, so supermarkets tend to give better positions to well-known manufacturers.

Tian Xiaohui: Do you mean that second-tier brands have no chance? Chen Yafeng: No, in fact, as a non-strong brand, we still have ways to solve this problem. To secure a good position, you need to improve the display effect in the store, which requires the support of the store. The reasons for the store to support you come from the following points: (1) You invest more in display fees; (2) Good after-sales service, professional and thoughtful sales staff, and good customer relationships; (3) Your products have high sales volume and high profits in the supermarket; (4) Your promotional activities enhance the supermarket's 'low price' image.

Supermarket display is not an isolated task. To improve the display effect, efforts must be made in various aspects such as product portfolio design, pricing, promotion, display fees, after-sales service quality, and business visits. Securing the best display position and space is only the first step; maintaining the display effect relies on the unremitting efforts of sales staff in daily work, day after day, month after month, year after year. Whichever manufacturer supplies more promptly, visits more frequently, and does more solid store display work will better maintain its existing display position and gradually seize competitors' display positions. To a certain extent, supermarket display performance is a manifestation of the dedication of sales and promotion staff, a contest of execution and endurance.

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