Ambient Temperature Sales Representative Chapter I. Development Steps 1. Pre-development Promotion Before implementing development, warm up the regional market by combining the following methods:

  • Place print advertisements in high-traffic areas such as the central area of the regional market and outside core terminal stores, including outdoor ads, banners, and gable wall ads.
  • Conduct targeted tasting and social activities for the target consumer group around retail terminals and in communities.

2. Personnel Training Before development, train relevant personnel on: store entry plan details, product knowledge, incentive policies, display requirements, communication skills, etc., ensuring salespeople understand the '5W1H': why, what, when, where, who, and how.

3. Implementation of Development

  • First, communicate effectively with terminal store owners to help them understand our incentive plan and build confidence in the product's market prospects.
  • Once the terminal agrees to stock the product, proactively arrange product displays and on-site setup, and provide on-site training to their sales staff on promotional plans, product knowledge, and sales techniques.
  • Distribute promotional items and handle relevant handover and settlement procedures.
  • At the end of each workday, arrange specific tasks for the next day's development.

4. Terminal Promotion After initial development, promptly conduct consumer promotions such as lucky draws, purchase-with-gift, and cash rebates to effectively drive terminal sales.

5. Secondary Development After initial development and terminal promotions have run for a period, promptly conduct secondary development, mainly including:

  • Visit developed areas to understand sales at initially developed terminals, replenish stock promptly, and implement relevant incentive policies.
  • Fill gaps: Check for blank sales points in the area, promptly add missed terminals, and renegotiate with terminals that were not initially entered to achieve entry.
  • Optimize network quality: Clean out and eliminate terminals with low sales enthusiasm, poor displays, price policy violations, and weak shipping capacity. These ineffective distributions accumulated at terminals can become major causes of market order disruption and cause endless problems.

6. Maintenance Management Outlet development is just the beginning; terminal supervision, maintenance, and management are fundamental.

II. Outlet Development Methods 1. Free Sample Development Definition: Free sample development involves offering free tastings at terminals to encourage consumer purchases, thereby building terminal stores' confidence in the turnover of Mengniu products and achieving outlet development goals. Advantages: Terminal stores gain a more intuitive understanding of product turnover. Disadvantages: Higher costs and susceptible to weather conditions.

2. Product-Carrying Development Definition: Product-carrying development involves salespeople carrying the products to be distributed (usually new products) to give terminal owners a direct impression. Through analysis and explanation, salespeople persuade terminal owners, thereby achieving outlet development. Advantages: Provides terminal stores with the most direct understanding of product selling points and benefits, making it easier to close deals. Disadvantages: Limited quantity of products carried by salespeople restricts the number of outlets developed.

3. Collaborative Development Definition: Collaborative development involves joint visits by salespeople to help develop outlets. Advantages: Creates a group advantage, making terminal owners feel valued and facilitating product entry. Disadvantages: May disrupt terminal store business and cause resentment.

4. Gift and Material Development Definition: Gift and material development involves offering gifts with purchases to encourage terminal stores to accept product entry. Advantages: Enhances customer relations with terminal stores. Disadvantages: Return on investment is difficult to control.

5. Promotional Development Definition: Promotional development involves offering product discount packages to encourage terminal stores to accept product entry. Advantages: Special pricing (e.g., first-order discounts) and bundle offers (e.g., bundling advantageous products with new products) can quickly persuade terminal stores to accept products due to benefits. Disadvantages: Difficult to restore original prices on subsequent orders.

6. Purchase Reward Development Definition: Purchase reward development involves giving terminal stores a monetary reward after they purchase products, making them more receptive to Mengniu products. Advantages: Terminal stores gain more confidence in product sales. Disadvantages: Higher costs and creates dependency on rewards (no purchase without rewards).

7. Consignment Development Definition: Consignment development involves providing products to terminal stores on a consignment basis with a signed agreement, and the terminal store pays by a specified date according to the agreement, thereby achieving outlet development. Advantages: Allows rapid distribution to blank outlets. Disadvantages: May lead to a habit of receiving goods before payment, making fund recovery difficult.

Low-Temperature Sales Representative Chapter I. Overall Process of Outlet Distribution 1. Outlet Selection (1) Check the terminal nature of the store, prioritizing stores with high sales volume and good image. (2) Observe store size: prioritize stores with an area of 30 square meters or more. (3) Check if the store has competitor freezer placement; if so, prioritize. (4) Observe the stock quantity of low-temperature competitor products; prioritize stores with large stock. (5) Check if the terminal store is located near commercial, wholesale, school, community, scenic, or transportation areas.

II. Outlet Development Principles Principle 1: Product Suitability: After successful development, secondary maintenance is most important. Principle 2: Clear Responsibility: Determine the distribution entity: direct distribution or distribution through distributors. Principle 3: Follow Competitors: Key outlets of competitors must be developed. Principle 4: School Areas Must Sell: Outlets in school areas and directly in front of school gates must be developed. Principle 5: Service Continuity: Outlet distribution capacity must meet post-development demand. Principle 6: Prioritize: Develop the 20 key stores early; appropriately develop the remaining 80.

III. Outlet Development Methods No Freezer: Invest in new dedicated freezers after confirming minimum sales. Social Freezer: First guide the sale of best-selling or main products, integrating social freezers for initial distribution. Industry Freezer: Guide stores to sell 1-2 single items, such as Youyi C or basic yogurt.

1. Product-Carrying Development 2. Free Sample Development 3. Promotional Development 4. Gift and Material Development 5. Collaborative Development 6. Consignment Development 7. Purchase Reward Development 8. Other Methods:

  • Customer Visit: Through regular visits, build trust with terminals and leverage brand influence to achieve outlet development.
  • Electricity Subsidy: For stores with social or industry freezers, negotiate an initial subsidy of 30-50 yuan for electricity for the first three months, and continue for good stores, enticing owners to stock products.

Ice Cream Sales Representative Chapter Outlet Development: It is the process of a product going from non-existence to sales at an outlet. Specifically, ice cream outlet development mainly involves establishing a cold chain, through social freezer integration, industry freezer penetration, and dedicated freezer placement, to achieve product entry and sales at new outlets. Dedicated Freezer: Freezers uniformly purchased by the company; freezers purchased by distributors through Mengniu from freezer manufacturers; freezers with company uniform stickers and numbers, managed uniformly by the company, are dedicated freezers. Terminals where these freezers are placed are dedicated freezer terminals. Industry Freezer: Freezers uniformly managed by competitors within the agreement period, such as freezers controlled by Yili, Walls, etc. Social Freezer: Freezers purchased by terminal owners themselves, commonly called "white freezers"; freezers from companies past their agreement period; freezers placed by non-ice cream companies, such as Sanquan, Longfeng, etc.

I. Formal Outlet Development Steps 1. Development Preparation: Development equipment, promotional materials, business toolkits, team management. 2. First Order Purchase: Advantageous products, sales introduction, gradual progress, enhance customer relations. 3. Terminal Visits: Owner communication, date management, distribution and product addition, sales capability improvement. 4. Terminal Maintenance: Service maintenance, information filing, sales analysis, active customer sorting.

II. Outlet Development Methods Scenario 1: No freezer terminal, no distribution: Place new dedicated freezers, introduce main products in the first order, no less than 15-18 pieces. Scenario 2: Has social freezer but no dedicated or industry freezer, no Mengniu ice cream: First guide the sale of best-selling or main products, integrate social freezers for initial distribution. Scenario 3: Has social and industry freezers but no dedicated freezer, no Mengniu ice cream: Guide the owner to sell 1-2 main products, such as Suibian, Ice+, etc.

1. Natural Development – No Cost Support Definition: Natural development refers to normal store visits by salespeople without any cost support to achieve outlet development, a direct sales distribution method. Advantages: Saves company costs. Disadvantages: Requires good secondary maintenance; otherwise, affected by competitor promotions.

2. Promotional Development – Cost-Supported Development 3. Material Development – Cost Development (Insulation blankets, store signs, umbrellas, etc.) Definition: Material development is a type of cost development that uses ice cream materials to guide development, such as umbrellas, insulation blankets, store signs, etc., to achieve outlet development. Advantages: Allows rapid distribution to blank outlets. Disadvantages: Depends on ice cream inventory materials; higher cost investment.

4. Collaborative Development – Role Switching 5. Automatic Development – Owner Initiates Demand Definition: Automatic development occurs when the owner contacts us directly via company phone or other channels, achieving outlet development. Advantages: We have the initiative, beneficial for full-category distribution, convenient for freezer placement, and saves costs. Disadvantages: Terminal owners can be arbitrary.

6. Equipment Development – Freezer Placement Development Definition: Equipment development involves placing company dedicated freezers and simultaneously introducing the first order to achieve outlet development. Advantages: More suitable for blank outlet distribution. Disadvantages: If the distributor currently has no freezer inventory, it may affect development progress.

7. Supply Development – Best-Selling Products Drive Development Definition: Supply development uses the company's best-selling products to drive development, followed by filling in other items to achieve outlet development. Advantages: More suitable for new product distribution. Disadvantages: Need to note supply in advance; store particularly scarce products in advance.

8. Leverage Development – Using Ambient and Low-Temperature Distribution to Open Freezers Definition: Leverage development integrates the company's ambient or low-temperature resources to develop outlets. Advantages: After all ambient, low-temperature, and ice cream products enter the store, the overall brand image is enhanced. Disadvantages: Must clearly explain the distribution entity to the owner to avoid misunderstandings.

9. Display Fee – Electricity Subsidy Definition: By subsidizing the terminal's freezer electricity costs, outlet development is achieved. Typically, a subsidy of 50-100 yuan per month is given, a form of paid display distribution. Advantages: Quickly secures prime display positions (near checkout counters, entrances/exits, etc.). Disadvantages: Higher cost investment; recommended subsidy period is November to January.

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