---
title: "How Does Yili Sell 60 Billion a Year? The \"1+1 Model Store\" Terminal Display Method—Learn It and Profit!"
description: "For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its \"Network Weaving Plan,\" establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the \"Ten Thousand Villages and Thousand Towns Market Project.\" The implementation of these two major strategies—\"one vertical, one deep\"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity."
author: "王飞飞"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-04-23"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/xc-JPrwspB6XTUTygaOf7w"
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# How Does Yili Sell 60 Billion a Year? The "1+1 Model Store" Terminal Display Method—Learn It and Profit!

> For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its "Network Weaving Plan," establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the "Ten Thousand Villages and Thousand Towns Market Project." The implementation of these two major strategies—"one vertical, one deep"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity.

For years, Yili's steady growth in main business revenue has been driven by channel sinking and deepening. In 2006, Yili completed its "Network Weaving Plan," establishing a nationwide strategic layout that spans north-south and radiates east-west, achieving integrated production, sales, and marketing operations, becoming the first dairy company truly capable of covering the national market. In 2007, as the only dairy enterprise, Yili was recommended by the Ministry of Commerce to join the "Ten Thousand Villages and Thousand Towns Market Project." The implementation of these two major strategies—"one vertical, one deep"—solidified Yili's sales channels and laid the foundation for vibrant terminal displays. Currently, Yili uses terminal interception as a key carrier to effectively convey brand spirit and product information to consumers, enhancing interaction with terminal consumers to boost brand awareness, favorability, and affinity.

**Display Stimulates 48% of Impulse Purchases**

As is well known, quality displays can drive sales growth. Authoritative research data shows that only 52% of dairy purchases at terminal markets are planned, while the remaining 48% are impulsive. 75% of customers decide which brand to buy only after arriving at the store. Therefore, terminal displays (especially secondary displays) are crucial for boosting dairy sales.

In recent years, as Yili's channel market foundation has strengthened and carrier investments have increased, the weak market foundation in some regions has been effectively improved. The "Four Basic Projects" display standards previously implemented for weak markets can no longer meet the needs of market development and terminal sales. Additionally, with Yili's expanding product line and improving market foundation, for key traditional terminal stores, the current ground-display-focused format cannot meet product promotion needs. It is necessary to add shelf space and other floor positions to open new frontiers for high-end and new regular products.

Therefore, Yili has integrated the liquid milk product matrix, consolidated the four projects, and upgraded existing model stores to seek new growth points through display position breakthroughs. Leveraging model store construction, Yili further enhances market foundation and service levels, and improves terminal customer relationships.

**"1+1" Model Store Upgrade Implementation Details**

The so-called "1+1" model store means "1 group of shelf display + at least 1 group of floor display." At the same time, the 2014 classification standards for the four projects are canceled. Stores that fail to meet standards or lack auxiliary display materials will no longer receive model store funding.

During implementation, distributors need to pay attention to three key points: First, sign a model store agreement with the terminal store; Second, for stores that focus on single-pack retail rather than whole-box sales, or stores where only shelf display can meet standards (end cap/full shelf group) but floor display cannot, sign a separate "1116 Agreement"; Third, regarding the items covered by the fee agreement, each city can adjust based on actual conditions, limited to the following products: Jindian, Ambrosial, Growth Milk, Shuhua Milk, and Walnut Milk.

According to the "Yili Growth Milk Sunshine Plan 1116" plan, unlike the "1+1" model store, distributors need to follow the standard of "1 end cap + 1 layer of single-row shelf + 1 set of price tags + 6 items" (at least) in terminal displays. For end cap selection, it must be in a prime position directly facing the entrance and visible from the front, and in key controllable traditional stores, secure a full independent end cap specifically for children's milk series products.

In specific displays, ensure at least one full layer on the end cap is single-row; standard price tags must be used on the end cap (after regional unified production and distribution); the 6 items must include but are not limited to 2 items of 125ml Growth Milk, 2 items of 190ml Growth Milk, and 2 plastic bottles, totaling 6 items; the side and top front of the end cap should be decorated with KT boards displaying Winnie the Pooh or Growth Milk imagery (elements distributed uniformly by the region).

**Yili Liquid Milk Display Specific Execution Standards**

Liquid milk products should be displayed by sub-category (in the order of pure milk, flavored milk, fruit milk, other milk, and formulated milk), and then by brand within that principle. The lower stock area of the shelf displays whole-box items, with a height of 3 boxes of 250ml milk, while triangular packs are displayed in slanted baskets on the lower shelf of the formulated milk section.

Following these principles, Yili's liquid milk display execution standards are mainly divided into three categories: shelf display, floor display, and image construction.

**A. Shelf Display Standards**

**B. Floor Display Standards**

**C. Image Construction Requirements**

All model stores must choose at least one of the following for image construction: store signage, window advertisements (single-hole transparent), hanging tags, wall billboards, or banners. After experiencing the golden decade, China's dairy industry has now developed into a fully competitive industry. Ten years of reflection on great changes, with intensified product homogenization competition, Yili will actively explore new dimensions of sales channels and further increase investment in vibrant terminal displays.

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