Click the image for details. The quality of product display directly affects the success of brand cultivation. How can products be presented more vividly to consumers, making them easy to identify, attracting their attention, and thereby increasing purchase opportunities? Research has found that consumer purchasing behavior is largely unplanned—seeing the product in person triggers a decision to buy. Vivid displays can enhance product presentation and stimulate purchase intent. In other words, product display quality is the last chance to drive sales; only products that capture customer attention will sell! Most consumers make random purchases when shopping. Statistics show that each consumer spends an average of 15 seconds at a store display case, and 75% make a decision within 5 seconds. If they don't see the brand they want, 40% will buy another brand. This indicates that terminal display vividness plays a crucial role in influencing consumer behavior and purchase decisions. Vivid product presentation makes it easy for consumers to identify, attracts their attention, and stimulates purchase desire, achieving the marketing goals of "cultivating the brand and guiding consumption." Basic Terminal Display Action—"Display 43521 Formula" At eye level are the main products; above eye level are image products; below are ancillary products. The best display method is 43521, meaning if there are 5 display layers, arrange them from top to bottom in a 43521 area ratio. The main promoted products should occupy the largest display area, preferably on the 3rd layer; the bottom two layers have smaller areas for ancillary products. In supermarkets, position 3 is optimal, as the best viewing angle is at one-third from the top. Thus, the 4th row is the best display position, determined by consumer perspective focus. In supermarkets, vertical arrangement is best—neat and uniform, with high visual impact, because usually the entire best display layer is not given to one brand; vertical arrangement can form color blocks. This allows customers to see at a glance without raising their heads or bending down. Terminal Display—Supermarket Stack Displays Display is not just a terminal task; from the source, packaging design must consider terminal display effects, often called shelf thinking. This must be considered during product design and development. All products are displayed; how should our products be displayed so that terminals accept them? Only after entering the store can we display according to the actual situation. Stack displays have better visual effects than any other form. However, they are often criticized for high costs and average cost-effectiveness. Regardless of the display method, if consumers don't see the value of buying your product, the effect won't be good. Stack displays are best paired with themed promotions or major holidays; otherwise, costs are too high. Terminal Display—Terminal Differentiation For circulation, supermarket systems, and special channels, several display principles are consistent: arrange according to habitual visual angles (top to bottom, left to right; some stores need to consider which area attracts the most attention upon entry). In circulation-type stores, products are on shelves, making it hard to stand out unless there's a dedicated shelf. To let consumers see, besides regular price tags and explosive tags, consider packaging itself—make "two-packs" or "three-packs" with promotional items included; or use the counter—place products on the counter so they are seen upon entry. Especially for new product launches, consider consumer tasting at certain points. Whether new or old products, for market development, display work is generally recognized as the first step, and it's not as simple as it seems. Step 1: Conduct cost accounting; Step 2: Formulate display policies; analyze other product policies to see if ours are attractive; Step 3: The first two are our own wishes; consider whether terminals will accept them. How to make terminals pay? Step 4: Display work is never independent; we must consider follow-up, price management, product flow management, etc. So there's much to consider and do. After completing these steps, once products enter the store, consider how to achieve vivid displays. Entering supermarkets is more difficult than entering tobacco and liquor stores, mainly due to cost-performance ratios! In the current environment, entering supermarkets is costly. If you want to enter supermarkets and achieve ultimate product promotion, occupying main display areas and shelves, you must carefully calculate and analyze. If it's not profitable, how can you proceed? Large supermarkets charge high entry fees, barcode fees, activity fees, shelf fees, stack fees, internal publication fees, etc. To display in supermarkets, you face many challenges. Squeezing Out Competitors: Human Strength Determines Brand Strength A strong brand at the terminal has strong aggressiveness and exclusivity, with strong dominance in its sphere. For example, a plant protein beverage brand has a minimum distribution rate of 60% in Hebei and Shandong terminals, reaching over 90% in some places, and no other brand can exceed 10% in its sphere. Brand is the bone, non-brand is the flesh. Only bone is a skeleton, so you need some flesh; only flesh cannot stand, and without bone, it's not a complete person. More importantly, there must be thought; people have subjective initiative. To fight for the market, display is necessary, but more important is human maintenance. Sales without follow-up are one-time deals. Flowing water doesn't compete; water doesn't flood the home. If the process is done well, the results will naturally be good. A significant portion of consumer purchases are impulsive, so products should be displayed where consumers most often stop and can easily reach, to maximize contact opportunities. In each terminal, various categories have fixed positions; food and beverages wait in specific places to be bought. The category flow rate at terminals is a fixed constant, but for a single brand to achieve the highest flow rate within this constant, it cannot be too polite; it must desperately "squeeze"—if you squeeze out a position, there's a chance to be bought; if you're squeezed out, you're squeezed out of the market! Source: Food Board (ID: tyjspb) Click the image for details. The 3rd (CFIC) China FMCG + Internet Conference will be held in Chongqing in October 2017. At this conference, New Distribution has invited 1000+ distributors, 500+ brand owners, founders of 200+ B2B platforms, and 100+ investment and financing institutions to participate. The conference theme: New Forces, New Ecosystem. We will invite well-known domestic B2B industry experts, mentors, and B2B platform founders to discuss the following topics: Core Topics of the Conference:
How can the FMCG industry leverage B2B to achieve new growth opportunities?
How should the new supply chain behind new retail be built?
How can intra-city logistics help B2B achieve leapfrog development?
Highlights of the Conference:
The industry's first "2017 China FMCG B2B Industry Competitiveness White Paper"
Case sharing of excellent transforming distributors
Upgraded conference + exhibition: Hall 6 Internet Technology Exhibition strengthens networking
Alibaba Retail Link, Puhua Finance, Eternal Asia Supply Chain, Best Store Plus, Yijiu Pai, Unilever, Haiding Technology, Yunmei Shares—leaders from various fields will deliver speeches and share pioneering views.
October 17-18, 2017 Chongqing International Expo Center Registration is now open. Long-press the QR code below or click "Read Original" to register. Early bird tickets before September 15 enjoy a 30% discount! Add friend with note "Conference Registration" Click the links below to review the highlights of the 1st and 2nd FMCG + Internet Conferences: 2016 "FMCG + Internet" Summit Forum 2017 (2nd) China FMCG + Internet Conference Click the links below to review the highlights of the 1st and 2nd FMCG + Internet Conferences: 2016 "FMCG + Internet" Summit Forum -END-