---
title: "Three Tips to Crack the Puzzle of \"Easy Distribution, Hard Sell-Through\"!"
description: "For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance, as terminals are the final point where consumers decide to buy and where distributors realize profits."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2015-06-04"
language: "en"
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# Three Tips to Crack the Puzzle of "Easy Distribution, Hard Sell-Through"!

> For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance, as terminals are the final point where consumers decide to buy and where distributors realize profits.

For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future.
**Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance.** Because terminals are the final point where consumers decide to buy and where distributors realize profits. If distributors operate well, terminals can guide consumption, enhance brand image, increase product flow, and secure better and more survival space and resources for distributors.
With intensifying competition in the baijiu industry, terminal sell-through has become the core lifeline of a distributor's market sales. Therefore, solving the problem of terminal sell-through is the top priority for increasing sales. **So, how can distributors solve the sell-through problem after distribution?**
> **1. Identify the Reasons for Poor Sell-Through**
The main reasons for slow sell-through of new products include:
Low overall distribution quality:
Sales personnel solely pursue distribution rate, focusing only on completing the number of outlets within a specified time, without in-depth understanding of the target terminals, leading to a mismatch between target groups and purchase locations. For example, some stores are not suitable for the product, or some stores are in a half-dead operating state.
Distribution without follow-up management:
After distribution, terminal management is equally important, requiring follow-up management and close service. Distributing without managing is worse than not distributing at all. Currently, the phenomenon of distributing without managing is common. For example, some products are placed in inconspicuous positions where customers cannot see them; some products are placed in warehouses but not on shelves; terminal networks have width but lack depth. Another situation is that the market distribution rate is good, but there are many outlets, yet very few core outlets that actually generate sales.
Weak terminal merchandising:
Sales personnel appear busy but are not effective. They seem busy running outlets, but simply focus on delivery, payment collection, and other routine business tasks, making product sales the only goal without solving the actual problem. For example, some salespeople forget product display and terminal merchandising (such as promotional materials, price tags, POP, shrink wrap, KT boards, etc., which are almost invisible in the market), and some forget to introduce the product's unique selling points and characteristics.
> **2. Strategically Attack Targets**
Plan event marketing to attract attention:
Create a good market entry point and a sensational event to attract social attention, especially from liquor consumers. These can easily become news hotspots and hot topics on the streets, quickly increasing brand awareness, making consumers think of the brand and generate purchase desire.
Strengthen the quality of terminal promotion staff:
Promotion staff are frontline soldiers who directly contact customers. Therefore, in addition to ensuring that the liquor taste meets local consumer preferences, distributors should also train promotion staff in liquor culture knowledge and consumer psychology. Because the quality and methods of promotion staff can greatly improve promotion efficiency.
**Distributors can establish a strict management system to regulate the behavior of terminal promotion staff:**
First, require terminal promotion staff to submit work information reports based on daily sales;
Second, sales managers should regularly go to the market frontline to fully grasp the real situation of terminals, objectively evaluate the performance of terminal staff, and implement established reward and punishment policies;
Third, systematically train promotion staff in both theoretical knowledge and practical skills, provide targeted supervision and guidance, and enhance their sense of responsibility and belonging.
> **3. Pay Attention to Product Display**
Terminal display is silent advertising, creating strong visual impact and attraction for consumers, and is the most intuitive interpretation of brand image. It is also an important reason for impulse purchases. Therefore, standardize terminal display from the following three aspects to effectively enhance brand terminal performance.
1. Choose appropriate display positions
Research shows that the more customers who come into contact with the product, the higher the purchase probability. Therefore, companies can formulate specific display standards, such as: prominent position principle (the position consumers see first when entering the store); brand concentration principle (showcasing brand strength, enabling consumers to have related and holistic brand associations, deepening the product's impression in their minds).
2. Conduct vivid displays
Vivid terminal displays not only attract consumer attention and stimulate purchase desire but also shape a distinct brand image, directly enhancing brand terminal performance. For example, set up signs and notice boards in large hotels; post advertising posters in low-end stores, hang banners inside, hang lanterns under the eaves outside, arrange POP posters and silk balls on the bar counter in hotels, and print brand ads on table cards, menus, tablecloths, ashtrays, magazine racks, and clothing covers.
3. Create a hot-selling atmosphere at display points
Research results show that about 70% of consumer goods customers make impulse purchases at terminals, so a good sales atmosphere can help companies increase sales by 30% to 50%. Therefore, comprehensively use scenes, displays, showcases, POP displays, DM racks, model displays, promotional videos, and the performance of shopping guides to attract customer attention and enhance the hot-selling atmosphere. To achieve the best terminal performance, terminal display should also be consistent with industry and product characteristics, marketing strategies, and the location and structure of terminal stores, align with advertising images and promotional activities, choose appropriate timing, and unify detailed operational standards to create the desired hot-selling atmosphere.
Based on the dynamic strategic combination of "points" and "areas" in regional markets, adopt the strategy of "using points to drive lines, and lines to drive areas," strengthen customer relationships and vivid advertising to achieve outlet sell-through, and work with terminal research to quickly sell products.
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