Distribution requires strategy, and sell-through requires rules. The same tactics can yield vastly different results when executed by different people at different times and paces. For a regional market operator, mastering the rules of new product sell-through and the logical relationships within them is essential for ensuring successful sell-through after launch. Deeply grasping the nuances behind the three rates and three degrees of sell-through enables precise and efficient product sell-through, avoiding detours. Sales = Distribution Rate + Recommendation Rate + Visit Rate + Activation Degree + Promotion Degree + Customer Relationship Degree. -01- Distribution Rate Distribution emphasizes the distribution rate, i.e., the number of outlets that match the product's sales profile, ensuring that most suitable outlets can sell the product. The distribution rate builds the product's sales momentum. That is, through the distribution rate, create a market atmosphere for the product and increase the opportunities for consumers to see the product. The fundamental purpose of marketing is to create momentum; with strong momentum, efforts yield twice the results with half the effort. Sell-through requires momentum. The level of outlet distribution rate determines the product's visibility in the market and the strength of its market momentum. -02- Recommendation Rate The recommendation rate refers to the quality of recommendations from sales outlets. It builds the product's kinetic energy. That is, through the development of leader outlets, fully leverage their enthusiasm for recommending new products, create a demonstration effect, establish consumer influence and confidence among follower outlets, and drive sales in other outlets through point-to-area pull. "Leader outlets" refer to those with strong new product recommendation capabilities, larger scale, longer operating history, and influence over other outlets and consumers. Therefore, to achieve rapid sell-through of new products, while pursuing the distribution rate, it is even more important to pursue the recommendation rate. Identify those leader outlets that can both "guide" consumption and "control" prices in the early stage, focus resources on them, and rely on their recommendations to quickly drive sell-through. Only when momentum and kinetic energy are effectively combined can a perfect sell-through combination be formed. New products can only sell well if someone is willing to sell them. Solving the willingness issue means solving the terminal push problem. The reasons for terminals to be willing to "go the extra mile" to promote new products are simple: better customer relationships and higher profits. The owner feels valued and has no worries. A new product should generally ensure terminal profit is 1.5 times that of best-selling competing products to fully stimulate the enthusiasm of terminals to push it. The amount of terminal profit must not be directly reflected in the product price, otherwise it becomes low-price selling, but rather through channel promotion methods and cooperative forms. -03- Visit Rate The visit rate is not just about visit frequency, but more importantly about the quality and effectiveness of visits. Quantity without quality is unproductive work; it creates costs rather than value. The main value of terminal visits lies in clearly understanding the purpose of the visit and what effect is to be achieved (e.g., product display position from poor to good, customer from not recognizing the product to recognizing it, customer from merely displaying the product to actively promoting it). What problems are discovered (whether the product is not selling because the store's consumer base does not match the product, or the product sales information has not been communicated, or the customer has not tried to promote our product, etc.). What problems are solved (e.g., the tasting bottle the customer requested last time—can it be brought this time? Help the customer build confidence in promoting the product through on-site selling; last time the customer did not agree to the terminal advertising space, but this time they agreed, etc.). Terminal visits must never become a formality. If only quantity and process are emphasized, all efforts are in vain. The company's guidance process only provides standards and steps; the depth and value of the work done by sales personnel are what truly contribute to product sell-through. -04- Activation Degree Activation degree mainly creates an atmosphere for product sell-through, induces consumers, and changes their acceptance psychology. Activation degree stems from four levels: First, product display; Second, stack display; Third, material atmosphere; Fourth, city activation. 1. Product Display The quality of product display is mainly reflected in three aspects. First, the displayed products—for core leading products, the display effect and value must be strengthened. For example, among Gujing Gongjiu Nianfen Yuanjiang, the Xianli Edition, 5-year, and 8-year versions should surpass the 16-year and 20-year versions in both display quantity and position. Second, the quantity of display—for core stores, generally adopt 3x4 or 3x5 (variety quantity x product quantity), for ordinary stores 3x2 or 3x3. Large displays should be secured through independent agreements for larger display quantities or dedicated counters, requiring a minimum of 24 bottles for the best display surface. Third, the display method—based on product grade, arrange from high to low on shelves or racks, or place in a row with the highest-priced product in the middle and others arranged sequentially. Price tags must be present on the display surface. 2. Stack Display "Goods sell like a mountain"—in any era, this is a highly effective product display method. Generally, in-store stack displays should not be less than 10 cases of liquor, supplemented with standardized material displays such as large L-shaped display boards, shopping bag displays, and case stickers. 3. Terminal Atmosphere Whether it's the atmosphere created by wall paintings inside and outside the store, or the production of cabinet brows, or the use of vivid materials such as posters, price stickers, plastic paintings, or banners, all must be done to the extreme to surpass competitors for a chance. In creating terminal atmosphere, if you cannot surpass competitors in quantity and variety, you must achieve perfection in one form of atmosphere, strongly attracting consumers' eyes and minds. 4. City Activation City activation means embedding product advertisements into consumers' lives, making them visible everywhere. Common forms include TV, newspapers, radio, outdoor, highway 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 specific area or street and focus only on painted storefront ads or painted wall ads, creating a model area or model street. -05- Promotion Degree Public relations and promotions are indispensable core components for the sell-through of Baijiu. Develop strategies 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 allow consumers to quickly accept them. Generally, within one year, plan to conduct 4 waves of channel promotions and multiple consumer promotions, making terminals and consumers feel the product is moving, helping terminal sales, building terminal sales confidence, and stimulating terminals' push enthusiasm and consumers' consumption passion. 1. Channel Promotions: For the Baijiu industry, at least 4 channel promotions should be conducted within a year. Options include once in early March (a promotion before the off-season), once at the end of April (May Day wedding peak), once in July (Teacher's Appreciation Banquet), once at Mid-Autumn Festival (before the peak season), once at New Year's Day, and once at Spring Festival. As for the activity forms, they must be flexible and varied: purchase rewards with goods, purchase rewards with travel, display rewards, purchase lucky draws, cumulative sales rewards, etc. However, time nodes must be strictly adhered to; activities must end on time and the next wave launched. The cycle of the same activity should not be extended. 2. Consumer Promotions: In addition to scratch cards attached to the product itself, there must be buy-give promotions for terminals, tasting experiences, lucky draws, smash-the-golden-egg with purchase, community events with purchase, other entertainment activities with purchase, and public relations gifts for core consumers. 3. Core Store Promotions: Select outlets with high foot traffic, strong radiation, and matching product sales, especially catering terminals. Jointly conduct a series of consumer promotions in-store and fully disseminate the promotion information, such as buy large get small, buy two get one, buy wine get dishes, dine get wine, limited-time wine gifts, limited-table wine gifts (for the first few tables), lucky draws, etc. 4. Core Area Promotions: For areas or streets with concentrated terminal outlets and large target consumer groups, such as low-end Baijiu in food stall clusters, concentrate sales personnel, promoters, and market staff to conduct continuous, cyclical consumer promotions in that area until target consumers in the area can self-select the product when consuming at that price point. If such activities can be sustained for about 20 days, the effect is quite significant, and you can basically move to the next area or district to develop a second model area. 5. Core Consumer Leader PR: When resources allow, establish a group of opinion leader consumers who have formed initial impressions of the product through trials. Use opinion leaders to influence ordinary consumers and expand market sales. Use wine gift PR activities targeting opinion leaders to continuously expand the core consumer base, help terminal sales, and create a market sell-through atmosphere. Among all consumer activities, nothing starts the market faster, more cost-effectively, and more quickly than giving away wine to get consumers drinking. However, most companies would rather slowly endure than do this, which actually results in higher investment. A rule: if a terminal can reorder more than three times in a short period, your product is likely to become its main push product, and it will be very easy for them to promote it because they have already mastered the tricks of selling your product. If a consumer can consume your product more than three times in a short period, they have successfully accepted your product's quality, taste, and other selling points. -06- Customer Relationship Degree Establishing channel customer relationships is not about the number of visits, but about the actual value brought to terminal customers, mainly reflected in two levels: First, the material level, which includes additional support beyond regular channel purchase promotions, such as wine gifts, small gifts, consumer tastings, and even promoter support. Second, the spiritual level, such as care and attention to customers, shared hobbies or language, and providing constructive guidance and suggestions on each visit—not necessarily about the product but about the key customer's business or life. Efficient customer relationships are not merely derived from the amount of material benefits, but from the depth of value the customer perceives in your existence. Source: Baijiu Distributor Academy (ID: bjjxsxy) Tips will be paid 400-2000 yuan upon adoption.