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When doing marketing consulting, bosses are often uninterested in too much theory; they need more practical operations and hope for immediate results. Especially some bosses, when doing marketing consulting projects, wish the consultant could be like a wizard and come up with a magical trick to solve all their marketing problems instantly, then the whole world would use their products, and the company would grow big and strong like a balloon. These demands often leave consultants amused and helpless. But when we calm down and think carefully, although their demands are excessive, their feelings are understandable. It is precisely because they lack the ability themselves that they hire consultants. Therefore, consultants must have both marketing theory and practical experience. Otherwise, no matter how "high-level" you are, in their eyes, you are just a "Mongolian" quack wandering the world. Since bosses care most about sales, I have to offer some tricks. The terminals for FMCG are diverse, but after summarizing, there are still some methods. I name them: Ten Laws for Terminal Sell-Through.

Law 1: Vividness Law "Terminal vividness, sales go up, up, up!" This was the slogan I shouted every morning when I worked at Coca-Cola in my youth. In those days, Coca-Cola was conquering cities in China, and indeed, it set a good example for domestic brands in terminal building. They used exquisite, fashionable, and trendy terminal materials to create a vivid terminal atmosphere, capturing consumers' eyeballs and even their hearts. Now, companies can still use this trick in offline terminals, but don't forget we are in the internet age. In the decoration of online malls and online stores, you should also adhere to this principle, so consumers won't immediately see you as a "no-name brand."

Law 2: Following Law Small brands should "cling to big names" at the terminal, placing their products next to famous brands or next to promotional products. This often gets moved away by the merchandisers of famous brands, but the terminal is the battlefield, and we must fight for it. We should learn the spirit of the Volunteer Army's "Triangle Hill" and hold our ground. Also, if others are doing roadshows at the store entrance, we can join in nearby and not waste the crowd's energy.

Law 3: Momentum Law Use holidays when there is high foot traffic to create momentum at the terminal. Integrate promotions, end-cap displays, store packaging, and in-store broadcasts to force consumers to recognize the brand and then make purchases. Doing this will inevitably be "extorted" by the store for some fees. After a holiday, the money earned from selling goods may not be enough to cover various expenses. At this time, bosses often get confused and think it's not worth it. There is an idiom: "like splitting bamboo with a sharp knife." Products don't sell often because there is no brand momentum. Creating momentum is the best way to enhance brand influence. If you want the horse to run, you have to spend some feed money. But if the store's fee threshold is too high and far exceeds our budget, we should move to another battlefield.

Law 4: Optimal Pairing Law For management convenience, stores often display products by category in separate areas, which makes it easy for consumers to buy and, more importantly, convenient for store management. However, some products can persuade the store to display them in multiple areas. For example, nail clippers are usually concentrated on hardware shelves, but we can make a gift set and place it in the gift area. Walmart data research found that selling diapers next to beer has good sales. These are examples of the optimal pairing law. So, the best terminal display cannot rely solely on the store; our own marketing staff should think more.

Law 5: Appeal Law Products should have a good appeal point that people can remember at a glance, such as the product appeal: "Afraid of getting heaty? Drink Wanglaoji," or promotional appeals: "Buy one get one free," "100% winning," etc. When doing terminal promotions and displays, the appeal must be simple, clear, and impactful. Don't be too vague. With dazzling products and brands, only an appeal with impact can win over consumers.

Law 6: Benefit Law Consumers don't necessarily want to buy cheap goods; otherwise, we wouldn't be the world's largest consumer of luxury goods, and we couldn't explain why iPhone 4 sold out. But consumers all love to "get a bargain." Therefore, products cannot sit still at the terminal like a numb clay idol. We should often give consumers some "surprise" delights and let them "take advantage." While paying attention to consumers, don't forget to give the store staff some small favors: internal product prices, promotional gifts. Make these "little officials" feel comfortable, and they will do you a favor. When everyone pays attention to you, how can the goods not sell? As the saying goes: "Many hands make light work."

Law 7: Convenience Law This has two meanings: First, consumers can buy the product, so the distribution network should be reasonable. Second, the product placement at the store should be convenient for consumers to buy, so they can reach it easily and take it away smoothly; also, it should be easy to carry, so consider placing some gift bags. If it's a large package, consider whether the store's shopping bags can hold it. Especially during promotions, we must pay attention to the convenience of purchase; otherwise, it's likely that because of inconvenience, our customers will be "lured away" by competitors, and we end up working for others.

Law 8: Price Law Product packaging forms should not be single; prices should also be varied to suit different consumer groups. Premium packaging products often have low sales volume, but they are still necessary: first, to enhance the brand image; second, to drive low-end sales. This is the so-called "point high, hit low."

Law 9: Care Law Celebrate every festival: Mother's Day, Father's Day, Children's Day, Valentine's Day, Singles' Day, etc. Be prepared to stir emotions, dig deep, and link the product's characteristics with these universal emotions. When people's emotional index rises and price sensitivity index drops, timely enhance brand awareness to promote terminal sell-through.

Law 10: Persistence Law Terminal work is not difficult; even a new employee can understand it after a few days of training. The biggest taboo in terminal work is "one day of sun, ten days of frost." Simple as it seems, doing it well is not simple. Terminal work competes on patience and resilience; the key to success is persistence. Perseverance is victory.

Remember: Greatness is brewed over time!

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