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Let's start with a classic marketing case from many years ago: Rejoice shampoo aired a TV commercial for its new three-in-one product on CCTV. While Rejoice launched an overwhelming advertising campaign, Slek shampoo also actively deployed an interception campaign at terminal stores, adopting a low-end promotional tactic by erecting building signs on large shopping malls, forming a heavily guarded barrier at terminal stores.

At that time, 70% of consumers who saw Rejoice's TV ads were effectively intercepted by Slek shampoo while they were in supermarkets and shopping malls, cash in hand, ready to purchase.

This is the most typical successful case of terminal interception tactics.

Terminal interception refers to using terminal promotion as a weapon to intercept competitors' consumers at terminal sales points, i.e., a way to compete with competitors for consumers.

The white liquor marketing market is highly competitive, with various marketing models emerging one after another. However, relatively speaking, implementing terminal interception is an effective tactic that can yield quick results and is easier to implement with lower costs for many companies. But despite being a seemingly good marketing model, many white liquor companies lose direction and fail to grasp the key points during implementation, resulting in deviating from the main path and achieving little.

In the white liquor terminal interception strategy, the sales terminal is the first battlefield, and the target to intercept is white liquor consumers. To carry out terminal interception targeting consumers, the focus should be on four core tasks: word-of-mouth, image, benefits, and decision. As long as interception strategies are developed around these four cores, the terminal interception tactic can be highly effective. The following elaborates on each:

1. Distributor First Recommendation – Word-of-Mouth Interception In white liquor marketing, word-of-mouth absolutely plays a pivotal role. Among white liquor consumers, the vast majority do not understand liquor well, and in the factors influencing their purchase decisions, recommendations from distributors and promoters play a significant role.

Experience and facts tell us that many consumers change their minds at the last moment before making a purchase, and this change is often due to the recommendations and introductions of terminal sales staff. In other words, among the factors influencing white liquor consumers' purchase decisions, distributor recommendations play a significant role.

Therefore, in the terminal interception marketing tactics implemented by white liquor companies, it is essential to actively communicate with distributors, striving to get them to recommend your product first. Company management should also conduct regular or irregular spot checks and evaluations, and reward distributors who can provide strong and comprehensive first recommendations, thereby further encouraging their enthusiasm for first recommendations, while also rewarding staff.

Word-of-mouth introduction is the most persuasive tool in marketing. White liquor terminal interception aims to build such an invisible distributor word-of-mouth network to achieve word-of-mouth interception.

2. Terminal Visualization – Image Interception According to statistics, improving terminal displays can increase product sales by more than 20%, highlighting the importance of terminal visualization in competition. Capturing consumers' attention and doing a good job of terminal visualization displays is a crucial link in terminal interception tactics that cannot be ignored.

Treating terminal visualization management as an important part of terminal interception tactics, and managing and implementing it effectively, can better establish product brand image, attract attention, stimulate purchases, increase sales, enhance competitiveness, and promote the smooth and effective implementation of terminal interception marketing tactics.

Imagine a white liquor brand with a great advertising image and strong brand recognition, but if its terminal image is a mess, can its market develop healthily? Therefore, image interception is the second important core of terminal interception tactics.

3. Promotional Activities – Benefit Interception It can be said that benefits play a crucial role throughout white liquor marketing. Whether for consumers or promotional channels, whether it's disk-in-disk or deep distribution, it's actually benefits that influence everything. For terminal interception marketing tactics, benefits also play a very important role. For white liquor companies to make terminal interception play its due sales role, the design of benefit interception methods, interception points, and interception intensity is very important.

Benefit interception is nothing more than two modes: open promotion and covert promotion. Open promotion mainly targets consumers, while covert promotion mainly targets sales channels. This is like fighting a battle: you need both open, frontal blocking actions and behind-the-scenes, roundabout actions. Only when both consumer purchasing initiative and channel sales driving force work simultaneously can white liquor sales enter an ideal state of full bloom.

When designing open promotion methods, white liquor companies should conduct more market research to clearly understand which promotions consumers are interested in, so that promotional activities are stimulating and attractive. Current white liquor promotions are basically customized by manufacturers, rarely based on consumer needs as the starting point. Covert promotion mainly involves the amount of money, but some companies have also attempted to extend benefit points upward, such as training and travel.

4. On-Site Stimulation – Impulse Interception As mentioned at the beginning of this article, 70% of consumers who saw Rejoice's TV ads were effectively intercepted by Slek shampoo while they were in supermarkets and shopping malls, cash in hand, ready to purchase. The sales terminal and the purchase site are the most critical factors determining whether a sales activity can succeed, and this is also the most core tactical point of terminal interception.

We know that most white liquor consumers do not understand liquor well. At the terminal, whether promotional staff can successfully stimulate consumers determines the final outcome of the sales activity. Image interception can only achieve terminal attention attraction, and benefit interception can only ensure smooth and unobstructed sales channels. The moment consumers make a purchase decision with cash in hand is the key to the success or failure of the promotion. This depends on whether you can add fuel to the fire based on previous work, stimulate successfully, and achieve a purchase. The key to impulse interception lies in the quality and level of terminal promotional staff.

Terminal interception is a tactic, but also a sales project. Compared to marketing models like disk-in-disk, terminal interception is easier to implement, especially for small and medium-sized white liquor companies. Due to the convenience of various relationships, it is easier to implement this tactic in their home market, which is conducive to protecting their base market, avoiding being carved up by large external brands, achieving victory in regional local markets, and using this as a starting point to continuously build their own core markets, ultimately achieving the strategic goal of "a single spark can start a prairie fire."

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