---
title: "Movement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth"
description: "As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. Solving the problem of terminal product movement has become the top priority for manufacturers and distributors. Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. Channel push and consumer pull are the two main directions to solve terminal movement."
author: "张选"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-11-14"
categories: "Dealer Operations, Distribution & Channels, Management & Methods"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/movement-is-the-foundation-master-the-two-forces-at-the-terminal-to-achi-794184b2.md"
original_source: "https://mp.weixin.qq.com/s/rw9VFTJghHdje-eoexfyKQ"
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citation: "张选. “Movement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth.” New Distribution, 2019-11-14. https://xinjignxiao.com/en/articles/movement-is-the-foundation-master-the-two-forces-at-the-terminal-to-achi-794184b2/"
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---

# Movement is the Foundation: Master the Two Forces at the Terminal to Achieve Rapid Sales Growth

> As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. Solving the problem of terminal product movement has become the top priority for manufacturers and distributors. Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. Channel push and consumer pull are the two main directions to solve terminal movement.

As new product production and total consumption decline, and as food products penetrate lower-tier markets intensifying regional competition, the era when simply placing products on terminal shelves with promotional policies could solve consumer choice is over. **Solving the problem of terminal product movement has become the top priority for manufacturers and distributors.**
Sales without movement, merely pushing inventory to terminals, only converts industrial inventory into commercial inventory and is unsustainable. **Channel push and consumer pull** are the two main directions to solve terminal movement.
**-01-**
**Channel Push:**
**Number, Quality, and Initiative of Outlets**
Channel push comes from two aspects: **first, the coverage rate of the product in the region**, which is fundamental, as it is where the product meets consumers directly and is the main way consumers become aware of the product. **Second, the terminal recommendation rate**—only when consumers "see it and hear good things" do they have the possibility to choose.
**Distribution Coverage and Outlet Quality**
**The number and quality of outlets are key to a product's success. During outlet development, attention must be paid to the quantity, quality, and speed of outlet development.**
First, the number of outlets and the quality of each store directly determine the market sales atmosphere and the momentum of product launch. Later, all market policies, investments, and decisions depend on the basic number of outlets. Second, during outlet development, the quality of existing outlets must be reviewed; salespeople and market managers should have a clear understanding.
In such intense market competition, companies allocate market investment based on market performance and potential. In short, no company invests blindly. Companies must know how to focus resources and concentrate superior resources on a single point to achieve breakthroughs, thereby increasing return on investment. Key outlets should receive key investment, and limited resources should be allocated to core outlets.
White liquor terminal distribution has always been the first step in cooperation between products and terminals. How to quickly "showcase" the product in market terminals has become a primary challenge for companies and distributors. With the development and adjustment of the white liquor industry, liquor terminal owners are particularly cautious in selecting products.
The following are the most ideal distribution and outlet selection outcomes:
**(1) Complete distribution before the peak season**
Only by completing distribution before the peak season is there time to conduct airwave advertising, terminal promotions, personnel interception, and consumer pull promotions during the transition period, ultimately increasing sales in the peak season.
**(2) Fast, concentrated, and high-profile distribution campaigns**
Rapid distribution actions create an impression of excellent product quality, favorable policies, and strong manufacturer strength, boosting customer and channel confidence. A motivated distribution team, efficient work, ample resources, and high momentum also reflect the company's professionalism and positive corporate image, making it easier for channels and customers to accept the product. Therefore, distribution itself is a form of publicity.
**(3) Avoid credit sales as much as possible**
First, only with cash-on-delivery do terminal outlets bear the risk of "self-responsibility for profits and losses." Under this pressure, store owners will proactively recommend the product to consumers, and the owner's recommendation is considered trustworthy, thereby generating product movement.
Second, only with cash-on-delivery can the company or distributor recover funds promptly, avoiding the risk of unpaid accounts, effectively increasing capital turnover frequency and bringing more returns. It also enhances distributor sales enthusiasm and cooperation, making various tasks easier to carry out.
**(4) Combine points and areas: broad coverage and excellent points**
In a regional market, only when there are enough individual outlets with good movement will influence form on a broader scale. Only when influence and movement form on a broad scale can the product survive and volume increase naturally. Otherwise, with only a few moving outlets and broad coverage, products will accumulate in most outlets. If coverage is narrow, even excellent single-point movement will not create influence in the overall market, ultimately failing to increase volume.
**(5) Follow-up actions must be tight to achieve rapid movement**
If subsequent terminal promotions or consumer promotions are not timely, product movement will be poor, and products will gradually become backlogged from new items. After distribution, if sales network construction suitable for current product sales is not completed promptly, terminals will quickly become inactive without supply. Timely follow-up in publicity also has a "strike while the iron is hot" effect.
Therefore, only when distribution is completed or basically completed, timely follow-up on promotions, publicity, and infrastructure construction can achieve good and sustained movement. Moreover, at this time, the publicity influence of distribution is still active, products are relatively fresh, and outlets and channels are still enthusiastic, making rapid movement easier to achieve.
**Terminal Recommendation Initiative**
How to maximize channel push and achieve healthy product movement in a short time? Grasp the two core demands of terminals: **reasonable profit margins and good customer relationships.** Reasonable profit margins require companies to design channel profit distribution based on market conditions, competitor comparison, and brand strength.
Terminal outlets sell our products for one purpose: to make money. Whether and how our products are sold at terminals mainly depends on whether the profit margin is reasonable. At the same price, profit matters; at the same profit, customer relationships matter. Without profit and without customer relationships, terminals will not cooperate.
The importance of customer relationships is self-evident. Terminal owners don't sell because they recognize a brand; they say "so-and-so's goods," "my goods are delivered by so-and-so," "I trust so-and-so." The importance of customer relationships lies in that when consumers look for products, the store owner will genuinely speak for you, unless consumers don't recognize it.
Effective customer relationships are not merely derived from material benefits or visit frequency, but from the depth of value customers perceive you bring. This is mainly reflected in two levels:
First, the material level: extra support beyond regular channel purchase promotions, such as free wine, small gifts, consumer tastings, or even promoter support;
Second, the spiritual level: showing care and attention to customers, sharing common hobbies or language, and providing constructive guidance and advice on each visit—not necessarily about the product but about the customer's business or life.
Building good customer relationships requires high-quality, frequent terminal visits. The main value lies in **clarifying the purpose of the visit and what effect to achieve** (e.g., product display position from poor to good, customer from not recognizing the product to recognizing it, customer from merely displaying to actively recommending);
**identifying problems** (whether the product is not moving because the store's consumer base doesn't match the product, or product sales information hasn't been communicated, or the customer hasn't tried to promote our product);
**solving problems** (e.g., can we bring the tasting wine the customer requested last time? Help the customer build confidence in promoting our product through on-site selling; last time the customer didn't agree to terminal advertising space, but this time they did).
Terminal visits must never become a formality, focusing only on quantity and process, resulting in wasted effort. The company's guidance process is just the standard and steps; the depth and value of the work done by sales personnel are fundamental to product movement.
**-02-**
**Consumer Pull**
Product distribution only solves inventory transfer and increases consumer exposure and purchase convenience. Terminal recommendation is merely a way to assist consumer choice; the final success of product sales lies with consumers themselves. Consumer pull is one of the most effective and direct ways to solve consumer choice.
**Product Market Activation**
Activation mainly creates an atmosphere for product movement, induces consumer purchase, and changes consumer acceptance psychology. Activation stems from three levels: **product terminal display, terminal atmosphere creation, and regional publicity and overall atmosphere creation.**
**(1) Product Terminal Display**
Product terminal display is an art. What display form to choose? What products to display? How many products? What is the best position in the store? Our sales personnel must be clear about these when doing displays to maximize effect.
"Stack goods like a mountain" is an efficient product display method in any era. Generally, in-store stack displays should have at least 10 cases of wine, supplemented with standardized materials such as large L-shaped display boards, shopping bag displays, and case stickers.
**(2) Terminal Atmosphere Creation**
Whether it's wall painting atmosphere inside or outside the store, cabinet eyebrow production, or the use of vivid materials like posters, price stickers, plastic paintings, or banners, all must be done to the extreme to surpass competitors for a chance. If you cannot surpass competitors in quantity or variety, you must achieve perfection in one form of atmosphere to strongly attract consumers' eyes and minds.
**(3) Regional Publicity and Overall Atmosphere Creation**
Embed product advertisements into consumers' lives, making them visible everywhere. Common forms include TV, newspapers, radio, outdoor, billboards, storefronts, and walls. If the company's advertising budget is relatively insufficient, you must choose one form and do it to the extreme, maximizing influence and effect with minimal resources. For example, choose a region or street and focus only on painted storefront ads or wall ads to create model areas or model streets.
**Core Opinion Leader PR**
PR is an indispensable core component for white liquor movement. Develop plans to help core terminals capture core consumer groups and core consumption venues, using a combination of promotions, experiences, and tastings to drive sales of new products and let consumers quickly accept them.
**During market operations, companies need to build a group of loyal opinion leader consumers, letting opinion leaders influence ordinary consumers to expand market sales.** Use gift wine PR activities targeting opinion leaders to continuously expand the core consumer group, help terminal sales, and create a market movement atmosphere.
Among all consumer activities, nothing starts the market faster and more cost-effectively than giving away wine to get consumers drinking. However, most companies prefer to slowly simmer like a frog in warm water rather than burn it all at once, which actually results in higher investment.
If a terminal can reorder more than three times in a short period, your product is likely to become their main recommendation, and they will find it easy to promote because they have mastered the tricks. If a consumer consumes your product more than three times in a short period, they have successfully accepted the quality, taste, and other selling points.
**Consumer Promotions and Interactions**
Frequent consumer promotions and interactive activities make terminals and consumers feel the product is moving, help terminal sales, build terminal sales confidence, and stimulate terminal recommendation enthusiasm and consumer consumption passion. Consumer promotions can include not only the product's own "scan-code red envelope" but also buy-give activities for circulation terminals, tasting experiences, lucky draws, buying to smash golden eggs, community events, or buying to participate in other entertainment activities.
For catering terminals, jointly plan a series of consumer promotions in the store and fully disseminate the promotion information, such as buy large get small, buy two get one, buy wine get food, dine get wine, limited-time wine gifts, limited-table wine gifts (for the first few tables), and lottery activities.
For areas or streets with concentrated terminal outlets and large target consumer groups, such as low-end white liquor for food stall clusters, concentrate sales personnel, promoters, and market staff to conduct continuous, cyclical consumer promotions in the area until target consumers in that area can self-select the product at that price point. If such activities can persist for about 20 days, the effect is quite significant, and you can basically move to another area or district to develop a second model area.
At the same time, create or leverage hot event influence to ignite trends, or inject thematic, explosive promotion concepts, and persist to shape them into "trending hot topics" to increase consumer enthusiasm. Because consumers, distributors, and media all have high trust and eagerly pursue hot topics, which is conducive to word-of-mouth, driving the brand hotter and forming a virtuous consumption cycle.
Source: Zhibangda
Tips will be paid 400-2000 yuan once adopted.


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## Citation metadata

- Publisher: New Distribution
- Author: 张选
- Published: 2019-11-14
- Canonical: https://xinjignxiao.com/en/articles/movement-is-the-foundation-master-the-two-forces-at-the-terminal-to-achi-794184b2/
- Original source: https://mp.weixin.qq.com/s/rw9VFTJghHdje-eoexfyKQ

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