---
title: "Terminal Distribution: Wrong Tactics, All Efforts in Vain!"
description: "The importance of terminal distribution is self-evident, but distribution is not something that companies or distributors can accomplish just because they want to. Factors such as the product, the capability of distribution personnel, and terminal resistance all determine the outcome, but the most critical factor is having the right distribution strategy and tactics. As the saying goes, 'Thinking determines the way out.' With the right strategy, half the battle is won; with the right tactics, distribution will naturally succeed. So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills that every marketer must master."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-09-23"
language: "en"
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# Terminal Distribution: Wrong Tactics, All Efforts in Vain!

> The importance of terminal distribution is self-evident, but distribution is not something that companies or distributors can accomplish just because they want to. Factors such as the product, the capability of distribution personnel, and terminal resistance all determine the outcome, but the most critical factor is having the right distribution strategy and tactics. As the saying goes, 'Thinking determines the way out.' With the right strategy, half the battle is won; with the right tactics, distribution will naturally succeed. So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills that every marketer must master.

The importance of terminal distribution is self-evident, but distribution is not something that companies or distributors can accomplish just because they want to. Factors such as the product, the capability of distribution personnel, and terminal resistance all determine the outcome, but the most critical factor is having the right distribution strategy and tactics. As the saying goes, 'Thinking determines the way out.' With the right strategy, half the battle is won; with the right tactics, distribution will naturally succeed.

So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills that every marketer must master. In terminal distribution, it is often said: 'Wrong tactics, all efforts in vain!' The combination of tactics depends on the marketer's skill level.

1. **Distribution Rewards**
Chinese people value reciprocity. Distribution policies targeting terminals can quickly bridge the gap between the product and the terminal. In a market with product homogeneity, many terminals prioritize the preferential policies attached to distribution over the product and brand itself. During the product launch phase, companies should collaborate with distributors to proactively reach out and offer certain distribution rewards to terminals based on the situation, thereby encouraging them to stock the product. Distribution rewards can be categorized in various ways, such as fixed rewards, tiered rewards, purchase rewards, account-opening rewards, promotional item support, free products, etc.

2. **Easy First, Difficult Later**
If resistance is too high during distribution, it is essential to analyze the process and summarize which types of terminals or market areas are easier to distribute to. Adopt a strategy of tackling easy targets first before moving to difficult ones. Avoid direct competition in distribution channels, pay attention to overlooked terminals, or explore new terminal outlets and sales channels.

FMCG products typically involve multiple types of terminals. For example, baijiu (Chinese liquor) has terminals such as restaurants, specialty tobacco and liquor stores, supermarkets, and convenience stores. Based on channel competition, if high-volume terminals like restaurants are difficult to penetrate initially, consider starting with smaller outlets like convenience stores. If distribution in central urban areas faces resistance, consider starting from the outskirts and taking a 'rural areas surround the cities' approach.

3. **Appropriate Initial Stock**
For small and medium-sized enterprises that cannot invest heavily in advertising to drive terminal sales, it is difficult to achieve cash-on-delivery distribution. If cash payment is strictly required, sales costs may actually increase. In such cases, offering an appropriate amount of initial stock can reduce distribution resistance and achieve a higher distribution rate. That is, the company or distributor provides the terminal with initial stock without immediate payment, and only requires cash transactions when the terminal places a second order after selling through. However, the amount of initial stock must be strictly limited, and necessary promotional activities should be coordinated to help the retail terminal sell quickly and enter a virtuous cycle.

4. **Point to Area**
Companies can concentrate resources on key terminals and specific regions to achieve breakthroughs, using demonstration effects to drive distribution from point to area. Start by launching in large supermarkets or hypermarkets to set a benchmark, then leverage their influence to penetrate smaller surrounding terminals. Alternatively, start with some retail terminals in a small area to build confidence among other terminals about the product's popularity, thereby achieving the goal of using point launches to drive area distribution.

5. **Bundle and Drive**
To reduce distribution resistance for new products, companies can adopt a bundling strategy, using best-selling products to drive the distribution of new ones. Bundle new products with best-sellers and leverage existing terminals of the best-sellers for 'piggyback sales.' This lowers distribution resistance for new products, allowing them to reach retail terminals quickly and meet consumers sooner.

6. **Consumer Pull**
If distribution resistance is too high, consider starting with consumers by directly stimulating their purchasing enthusiasm. Once consumers are activated, terminals will anticipate good sales and proactively request to distribute the product, significantly reducing distribution resistance. Specific methods to activate consumers include community promotional events such as on-site purchase-with-gift activities. For example, communicate with key terminals near communities that have refused to stock the product, conduct on-site sales promotions in the community, inform consumers that the product is available at the terminal, and attribute the day's sales profits to the terminal. Through such activities, terminals can see that the product sells easily, thereby stimulating them to stock up.

7. **Advertising Stimulation**
Using advertising to stimulate terminal stocking is suitable for companies with strong financial resources. There are two approaches: advertising first, distribution second. Many terminals are more willing to stock if there is advertising support. During distribution, inform terminals that advertising is underway to build their confidence, demonstrating the company's strength and commitment to the market. Advertising also educates consumers about the product and brand, creating demand and pulling consumption, which may prompt some terminals to proactively request distribution. However, advertising in advance carries higher risks; if distribution goes poorly, it results in significant waste of advertising resources. The other approach is distribution first, advertising second. While this reduces risk and waste, distribution faces greater resistance, and terminals remain skeptical of promises about future advertising. Advertising-based distribution should align with the company's resources, and the balance between distribution and advertising must be carefully managed.

8. **Using 'Decoys' to Entice**
After repeated distribution failures, companies can use a 'decoy' tactic by sending personnel to pose as customers and inquire about the product at various terminals, expressing a desire to purchase. After multiple inquiries, the store owner will become familiar with the product and feel it should sell well, making it easier for sales personnel to distribute. Some companies even go as far as buying the product themselves to create an illusion of popularity, thereby reducing distribution resistance.

9. **Diligence and Persistence**
Many distribution personnel lose confidence in a terminal after being rejected and may not visit again. In distribution, the relationship with the terminal is a decisive factor for success. Terminals where personnel have good relationships or are introduced by friends are more likely to accept distribution. As the saying goes, 'First time strangers, second time acquaintances, third time friends.' After rejection, distribution personnel should be patient and persistent, visiting and communicating more often. During visits, they can help with tasks like organizing shelves or cleaning. By demonstrating diligence and persistence, they can win over the terminal and achieve successful distribution.

10. **Promotion Team to Create Momentum**
During distribution, form a multi-person promotion team with vehicles to create a spectacle and attract terminal attention. Before distributing in a specific area, conduct a parade of vehicles along the planned distribution route, with unified product advertisements on the vehicles. Where permitted, play music or hang banners to attract attention from passersby and terminals, creating a promotional atmosphere and a buzz. The parade can influence terminals and increase brand familiarity. After the parade, promptly conduct team-based distribution with clear division of labor, achieving smooth distribution through coordinated teamwork.

These are ten distribution strategies. In practice, they should be flexibly adopted based on the company's resources and conditions, and can be combined. Distribution strategies are just one factor for successful distribution. To improve success rates and achieve effective distribution, attention should also be paid to the following: set detailed distribution goals and plans; provide systematic training on the company, products, marketing policies, and distribution techniques; strengthen management and incentives for distribution personnel, including appropriate rewards while standardizing their behavior; maintain frequent visits to terminals to build relationships; and follow up distribution with consumer promotions or advertising/PR pulls to quickly achieve sell-through; otherwise, terminals will lose confidence in the product.

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