◆** ◆ ◆** First Chariot: Channels – Maximizing Scale Core Task: Sales personnel must complete maximum stocking work for all developed and developing channels, ensuring that both the stocking rate and the per-store purchase volume of our brand products are maximized. To achieve this, focus on the following points:

  1. Management of existing channel networks. Peak season sales are mainly achieved through existing networks. Therefore, the development of "blind spots" in the existing network, improvement of weak points, and attention to crisis points must be treated as top priorities, as they are effective ways to enhance network distribution capacity and quality.
  2. Development of new channels and networks. Market development is difficult in the off-season, but many undeveloped markets can be quickly developed during the peak season. Sales growth comes not only from the "enclosure movement" of new market development but also from the "special web-weaving" actions of new channel development.
  3. Firmly control core distributors. In the distribution channel, core distributors play a crucial role in breaking through peak season sales, as 70% of payments and sales come from them. When formulating sales policies, sales personnel must ensure that the interests of core distributors are higher than those of general distributors, while also controlling core distributors to prevent them from cross-regional selling, price undercutting, and harming the interests of the entire network.
  4. Optimize and combine product categories. Consumer demand at all levels expands during the peak season. While highlighting main products, product promotion should be good at using "combination punches" and "lost fist techniques" to effectively meet the needs of different consumer levels, balancing the channel's need for sales and profits and the need to counter competitors. ◆** ◆ ◆** Second Chariot: Terminals – Refining Details Core Task: With the increasing number of similar products in the same terminal, competition has reached a white-hot state. Therefore, product display positions, terminal image layout, and promotional material placement have become a beautiful landscape, making terminal work a top priority. Start with details and maintain long-term efforts.
  5. Make product displays at terminals "eye-catching": (1) Maximize quantity: Use all available space to increase the number of display faces, which will strengthen visual impact and create a good sales atmosphere. (2) Centralize products: All series products of the same company should be displayed together to gain associative and holistic brand association and influence. (3) Make displays three-dimensional and lively: Use three-dimensional product displays to increase product attention, making people feel that the product has scale, class, and taste. (4) Diversify and enliven promotional methods: Use as many promotional means as possible (such as display cards, POP, DM, roll-up banners, etc.) to highlight the advantages of products, brands, performance, use value, reputation image, and services, creating an atmosphere of attention and maximizing promotional effects. (5) Maximize space for leading products: The leading product with the highest sales should occupy the largest display space and the best display position.
  6. Continuous terminal visits: Six Looks, Five Questions, Four Discussions, Three Actions (1) Six Looks
  7. Look at display position.
  8. Look at display form.
  9. Look at the position and condition of banners, posters, and POP (including competitors').
  10. Look at the merchant's enthusiasm and state of distribution.
  11. Look at the latest changes in competitors.
  12. Look at on-site buyer reactions (if any). (2) Five Questions
  13. Ask about product sales trends and last week's sales volume (be specific).
  14. Ask merchants for their opinions (difficulties) and suggestions.
  15. Ask about consumer reactions (feedback on promotional activities).
  16. Ask about the sales status of other competing products.
  17. Ask about this week's replenishment quantity plan. (3) Four Discussions
  18. Discuss new activities and new promotional plans (not every week).
  19. Discuss solutions or plans for current problems.
  20. Discuss payment collection policies and using monthly rebates to secure orders and stock.
  21. Discuss how to further strengthen terminal layout and shopping guide training management. (4) Three Actions
  22. Adjust display positions and methods to keep them fresh.
  23. Update and post promotional materials to highlight individuality.
  24. Help the mall with customer phone call follow-ups by both action and speech. ◆** ◆ ◆** Third Chariot: Promotions – Systematizing Promotions Core Task: Plan terminal promotion and promotion strategies. Peak season promotions aim to achieve greater sales, better block competitors, and enhance brand awareness. Therefore, conducting competitive analysis, market diagnosis, and thorough market research and analysis is essential to determine the policy, theme, content, target, time, and place of promotions, and to formulate reasonable activity plans and execution details. The choice of activity theme should echo and coordinate with the product's communication concept, deepening the target consumer group's understanding and memory of the product and brand through activities. Promotional activities should be planned as a system, not a one-size-fits-all approach. Challenges and opportunities always coexist. Although the peak season presents many market opportunities and innovation points, the intense and fierce competition due to numerous competitors brings more challenges and pressure to enterprises and teams. Benplan (cd-benplan) is a results-driven marketing consulting company, an external brain organization focusing on the liquor, agriculture, and FMCG industries. The team consists of senior consultants and sales elites with deep roots in enterprises and markets, providing strategic services and practical guidance for many well-known domestic enterprises in business strategy, business model design, marketing systems, product planning, market operations, and brand building. -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and applicable 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 Eighteen 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]