The quality of product display directly affects the success of brand cultivation. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and increasing purchase opportunities? Research shows that consumer purchases are often unplanned—seeing the product in person triggers the decision. Vivid display enhances product presentation and stimulates purchase intent. In other words, display quality is the last chance to drive sales; only products that catch consumers' attention will sell! Consumers make the majority of purchases randomly in stores. According to statistics, 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 shows that vivid terminal display plays a crucial role in influencing consumer purchase behavior and decisions. Vivid product display makes it easy for consumers to identify, attracts attention, and stimulates purchase intent, achieving the marketing goals of "cultivating the brand and guiding consumption." Basic Terminal Display Action—"Display 43521 Formula" At eye level is the main product; above eye level is the image product; below is the auxiliary product. The best display method is 43521, meaning if there are 5 display layers, arrange them from top to bottom in the area ratio of 4:3:5:2:1. The main product naturally occupies the largest display area, preferably on the third layer; the bottom two layers have smaller areas for auxiliary products. In supermarkets, the third position is optimal; the best viewing angle is at one-third from the top of the visual field. Thus, the fourth row is the best display position, determined by consumer visual focus. In supermarkets, vertical arrangement is best—uniform and visually impactful, because the entire optimal display layer is rarely given to one brand; vertical arrangement creates color blocks. This allows customers to see at a glance without raising their heads or bending down. Terminal Display—Stack Displays in Supermarkets Display is not only a terminal concern; from the source, packaging design must consider terminal display effectiveness, often called shelf thinking, which should be considered during product design and development. All products are displayed; how we display our products so that terminals accept them—only after entering the store can we adjust based on actual conditions. Stack displays have a visual impact superior to any other form. However, stack displays are often criticized for high costs and average cost-effectiveness. Regardless of the display method, if consumers don't see the value, the effect won't be good. Stack displays are best paired with themed promotional activities 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 people's 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 the packaging itself—make "two-pack" or "three-pack" bundles with promotional items included; or use the owner's counter—place products there so they're seen upon entry. Especially for new product launches, consider consumer tasting at certain points. Whether new or repackaged, 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; review other product policies to analyze if ours are attractive; Step 3: The first two are our own wishes; consider whether terminals will accept them. How to make terminals buy in? 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 are in stores, then consider vivid display. Entering supermarkets is more difficult than entering terminal tobacco and liquor stores, mainly due to cost-performance ratios! Currently, entering supermarkets is costly. If you want to enter supermarkets and achieve ultimate product promotion, occupying main display areas and facings, 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, facing fees, stack fees, internal publication fees, etc. To display in supermarkets, you face many challenges. Squeezing Out Competitors: The Strength of People Determines Brand Strength A strong brand at the terminal must have 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 exceeds 10% in its sphere. Brand is bone, non-brand is flesh; only bone is a skeleton, so you need some flesh; only flesh can't stand up; without bone, it's not a complete person. More importantly, there must be thought; people have subjective initiative. Fighting for market share requires display, but more important is human maintenance; sales without follow-up are one-time deals. Flowing water doesn't compete to be first; water doesn't supply homes if it doesn't flow. If the process is done well, the results will naturally be good. A large portion of consumer purchases are impulsive, so products should be displayed where consumers most often stop and can easily reach, maximizing contact opportunities. In each terminal, various categories have fixed positions; food and beverages wait in their specific spots to be bought. The category flow rate at terminals is a fixed constant, but for an individual brand to achieve the highest flow rate within this constant, it cannot be too polite; it must "squeeze" hard. 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) At the request of many distributor friends, our platform's fourth B-end e-commerce inspection class will be held from August 15-18, visiting Qianmi Network and Alibaba Retail Link in Nanjing and Hangzhou. Distributors interested in transformation can join us for on-site inspection: Activity Schedule: Time: August 15-18
August 15-18
Nanjing·Hangzhou 15th: Check in at designated hotel in Nanjing; 16th: On-site inspection of Qianmi Network, then high-speed rail to Hangzhou in the afternoon; 17th: Participate in the "FMCG Distributor B2B Transformation Exchange Summit"; 18th: On-site inspection of Alibaba Retail Link in Hangzhou; Distributors interested in transformation are welcome to join us to learn and inspect on-site: Organization Format ************1. Company visit
- Actual market case visit
- On-site explanation
- One-on-one exchange************ Participating distributors only need to pay a registration fee of 200 yuan. Other expenses are self-covered. Note: This inspection is limited to distributors. Distributors interested can register by long-pressing the QR code below. When adding, please note: "Fourth Phase Registration". Non-participants, please do not disturb Group Photos from Previous Inspections: 3rd B-end E-commerce Inspection Group Photo, from top to bottom: Yunbao Shangmeng, Weijie City Distribution, Wanshang Yizhan. 2nd B-end E-commerce Inspection Group Photo, from top to bottom: Jinhuobao, Caiba, Yishang. 1st B-end E-commerce Inspection Group Photo, from top to bottom: Piduoduo, Beiquan, Yishang. -END- China's best FMCG distributor learning platform Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent Article Selection | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Improvement Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations Management | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's 18 Skills | 013 KA Operation Methods and Strategies | 014 First Lesson for New Salespeople | 015 Internet, Brand | 016 Distributor B2B Transformation | [Long press QR code to follow]