For industry practitioners, the importance of distribution is well known, but manufacturers and distributors are also clear that if they only focus on distribution and neglect terminal display, the final results will be greatly compromised. Yanghe Distillery, as the most successful enterprise in the industry, has risen rapidly over the past decade, transforming from a struggling old state-owned enterprise into the most dynamic new force in the industry today. Its success is built on numerous small details. So, let's take a look at how Yanghe Distillery and its trading company's grassroots salespeople, who are known for their standardized displays, execute their display strategies and what techniques they employ. The reporter from Tangjiu Kuaixun Net has uncovered these insights to assist industry practitioners. Must Pay Attention to Consumer-Facing Display Techniques There are various consumer-facing display techniques, which are primarily reflected in the vivid presentation of products. Product vividness is a form of product presentation in active terminals in the beer, beverage, and other food industries. However, due to the long-term low-level operations of baijiu enterprises, terminal management has been very weak. Therefore, product vividness management has not received effective attention from enterprises and distributors. In baijiu terminal management, the most commonly used vivid display is the "stack display." Yanghe Distillery's trading company interprets the vivid display of baijiu products through both static and dynamic display techniques. It is understood that Yanghe Distillery's static display techniques mainly consist of three parts: hotel cabinet displays, window displays in dealerships, supermarkets, and shopping malls, and shelf displays in dealerships, supermarkets, shopping malls, and other places. Their key points are:
For hotel cabinet displays, under the premise of ensuring regular displays, increase brand image display space or equipment;
For window displays in dealerships, supermarkets, and shopping malls, Yanghe Distillery's approach and main technique is to highlight the atmosphere, emphasize the product's hot-selling atmosphere, and achieve an intimate effect with consumers;
For shelf displays in dealerships, supermarkets, shopping malls, and other places, a grassroots salesperson surnamed Xie from Yanghe Distillery stated that dedicated management personnel are needed for management, and terminal merchandisers should continuously organize the displays. The reporter from Tangjiu Kuaixun Net observed that in terms of dynamic display techniques, Yanghe Distillery's approach mainly falls into two categories: First, utilize various local festivals to organize various sponsorship activities, highlight the corporate and brand image, and appropriately incorporate product displays. "Combined with appropriate media promotion, this has a good effect on enhancing brand awareness and activating brand performance," said a leader from Yanghe Distillery's trading company.
Second, Yanghe Distillery collaborates with dealerships, hotels, supermarkets, shopping malls, and other venues to hold entertainment activities, knowledge contests, product tastings, or folk performance activities targeting consumers, thereby increasing the activity of the Yanghe Distillery brand and products. Five Key Points for Implementing Display Techniques Business owners of trading companies and manufacturer salespeople who have experienced grassroots distribution know that during the actual implementation of terminal display, unexpected events often occur, affecting the effectiveness of the display. Yanghe Distillery points out that five key points must be noted when implementing display techniques for alcoholic products: First, improve the planning and design of corporate image, brand image, and product image. Establish a professional image management institution to comprehensively manage the corporate image, be responsible for implementation, and conduct phased evaluations of corporate image, brand image, and product image. Second, establish a dedicated image execution team. Conduct professional training within the sales team and select outstanding talents for terminal execution management. Manage, supervise, track, and evaluate each display execution, and organize the work before, during, and after the exhibition. Third, the purpose of the display is to reflect the organic unity of corporate image, brand image, and product image. A middle-level manager from Yanghe Distillery's marketing department pointed out: "The planning and implementation of displays should not be short-sighted, nor should they equate displays with simple sales returns. If so, display activities will lose direction due to short-term interests." He noted that the effect of displays lies in accumulation; only by continuously being active in the market and consistently achieving comprehensive communication with consumers can the enterprise, brand, and products become deeply rooted in people's hearts. Fourth, displays must fully leverage the charm of creativity. In this regard, Yanghe Distillery's approach is to combine local folk customs, regional market emergencies, and various fashion or trending topics or activities. "Most importantly, displays must continuously innovate to keep the market fresh, attract consumers' attention, and ultimately convert into purchase desire," said Mr. Chen, the Nanjing distributor of Yanghe Blue Classic. Fifth, display activities must comprehensively consider market competition factors. Yanghe Distillery points out that display plans and techniques should be formulated based on the actual situation of competitors to ensure that the enterprise, brand, and products maintain a favorable position in competition. Source: Baijiu Distributor Academy Editor's Note: The editor has selected 1,067 quality articles from nearly 1,900 articles published on this official account, categorized them into 14 major categories and 57 knowledge points, and systematically compiled frontline marketing management content into a library for everyone's learning. From market to customers, covering practical combat and management, all are valuable insights. After following the official account, reply with the number "1" to browse and view related content.