Any consumer goods company that embraces the philosophy of "winning at the point of sale" will offer many specific ideas and operational techniques for retail terminal management, yet few accurately link the scattered tasks of terminal management to increased sales. These phenomena are common: painstakingly seeking innovation in terminal management methods without forming a stable contribution to the business; the execution team for terminal management simply follows orders and cannot effectively guide the retail terminal follow-up work of the KA business team or distributor network; the ground force cannot play its proper role, and communication with retailers is even less effective in resolving issues; terminal information collection is not systematic, failing to provide accurate data for sales decision-making; the repetitive trivial work leads to boredom, causing daily retail terminal management to become distorted in simple repetition, and making the business struggle at the terminal appear weak and fragile... Daily retail terminal management may seem simple and tedious, but it is precisely in this frontline management that a wealth of business opportunities lies. On the stage of retail terminal sales growth, the key is to distill logical management thinking from ordinary work and turn it into a tool to increase purchase rates. 【Course Value】 ★ This course is specifically designed to enhance product performance at retail terminals. Through learning retail terminal management, participants will improve their company's product performance at the terminal, thereby increasing product purchase rates and in-store share. ★ This course, based on a comprehensive consideration of common issues in daily retail terminal management in the fast-moving consumer goods (FMCG) industry, summarizes efficient management methods to help participants enhance their daily retail terminal operational capabilities and their ability to keenly identify business opportunities. It focuses on solving problems such as: how to increase product exposure to attract consumer attention; how to make in-store displays more expressive; how to respond to uncontrolled retail pricing; how to avoid out-of-stock situations; and how to design and manage consumer promotions that retailers welcome. ★ The course shares advanced experiences and successful cases of leading FMCG companies in daily retail terminal management. Scientific retail terminal follow-up work to the "bottom": Scientific terminal management is the cornerstone and foundation for improving product sales performance. This course sorts out the internal logical relationships among the many management elements of retail terminals, focusing on both hardware and software aspects: "hardware management" refers to the shopping environment created based on shopper behavior, the products offered, and the scientific nature of displays; "software" content refers to how to implement experiential marketing in the entire service process based on analysis of shopping psychology and consumer psychology. This course introduces a set of highly operational retail terminal management methods that have been practiced by leading companies, effectively guiding corporate management practices, securing maximum retailer support, efficiently driving consumer purchases, and forming and consolidating terminal competitive advantages. 【Lead Expert】 Zhang Jing (Kitty Zhang) Former Senior Purchasing Manager at Walmart, former Vice President of Operations at SOGO International Retail Group She served as a senior purchasing manager at Walmart, an international retail giant, and was among the first batch of professional managers in China trained by international retailers. She graduated from Peking University in 1992 with dual bachelor's degrees in Economics and History. She worked at SOGO International Retail Group, holding positions in the group's president's office, marketing department, investment promotion department, purchasing department, store manager, and vice president of operations, specifically responsible for SOGO's retail expansion in mainland China. With over a decade of retail management experience, she accumulated extensive practical experience in retail purchasing, retail promotions, and retail store operations. She later joined the consulting and training industry, leading and participating in numerous consulting and training projects in distribution channels, key retail customer management, store purchasing management, promotion management, and brand management. Companies she has trained include many well-known domestic and international brands: Wrigley's gum, Warner Candy, Le Conte Chocolate, Unilever, Wall's, Ting Hsin International, Master Foods, Danone Yili, Shenzhen Shenbao, Kerry Oils & Grains, Fortune, Baixiang Instant Noodles, Keming Noodles, Hualong Rijin, C'estbon Food, Sanquan Foods, Haipenguin, Jianlibao, Tsingtao Beer, China Resources Snow Breweries, Asia Pacific Breweries, Mead Johnson, Yili, Shengyuan, Wei Chuan, New Hope Dairy, L'Oréal, Beinong, Lonkey, Liby, S.C. Johnson, Hengan, Gold Hong Ye, Vinda Paper, Shanghai Jahwa, Shanghai White Cat, Liuzhou Liangmianzhen, Jiangzhong Group, Yunnan Baiyao, Hangzhou Conba, Nanfu Battery, Nokia, Apple, Lenovo, Konka, Siemens, Boss, Supor, Vatti Gas Appliances, Fiyta, and hundreds of other companies. 【Training Record for This Course】 Nearly a hundred companies have chosen this course: Wrigley's gum, Wall's, Danone Biscuits, Le Conte Food, Ting Hsin Master Kong, Keming Noodles, Jiangzhong Monkey Mushroom Biscuits, Kerry Oils & Grains, Shengyuan, China Resources Snow Breweries, Shanghai S.C. Johnson, Duomei Chemical, L'Oréal, Liby, Shanghai Jahwa, Hengan, Vinda Paper, Fiyta, Lenovo Mobile Communications, and more. 【Course Outline】 Module 1: Introduction: Daily Retail Terminal Management ★ Which aspects of retail terminal stores affect consumers' purchase decisions ★ Is there an obvious logical relationship among the various elements ★ If these relationships are ranked by importance, what is the order and why ★ How should importance be reflected in daily operations ★ After recognizing the management hierarchy of retail terminals, how to allocate resources Module 2: Retail Terminal Management - 【Distribution】 ★ Concept of distribution; concept of distribution mix ★ Significance of distribution standards in retail operations ★ Concept of distribution standards; principles for setting distribution standards ★ Case study: P&G's distribution standard template and explanation ★ Role of new product sell-in on business performance; determinants of new product sell-in timing ★ Significance of new products to retailers ★ Case analysis and discussion: accelerating the pace of new product introduction ★ Role of full assortment distribution on business performance; relationship between distribution quantity and sales volume Module 3: Retail Terminal Management - 【Contract Negotiation】 ★ Retailer's financial model ★ What does a retailer's trade contract include ★ Detailed explanation of key contract terms for retailers ★ Basic terms; main terms; auxiliary terms ★ Types of retail negotiations: annual contract negotiation, new product negotiation, promotion negotiation, in-store negotiation ★ Retail trade negotiation process: addressing negotiation difficulties and achieving negotiation results ★ Traps in retailer trade terms and how to deal with them ★ Case analysis: payment deadline and deduction point calculation Module 4: Retail Terminal Management - 【Location】 ★ Meaning of location management in retail management ★ Content of location management ★ Principles of terminal layout and shelf area distribution ★ Analysis of customer flow direction and principles of display location ★ Case analysis: end-cap position ★ Where should products be placed? Where else can products be placed? What products should they be adjacent to? Module 5: Retail Terminal Management - 【Display】 ★ Principles of existing retail display methods ★ What constitutes a scientific and reasonable display method ★ Data-driven shelf management - hardware management of display ★ Implementing shelf management based on consumer purchase behavior - software of display ★ Display arrangement: how to place products ★ Types of shelves; aisle width; visual routes and arrangement methods ★ Display allocation: how much product to display ★ Overview of category management theory; what is category management; product derivation and category management ★ Elimination of underperformers and category management; shelf management and category management ★ Significance of display for consumer purchasing Module 6: Retail Terminal Management - 【Price】 ★ Basic concepts of price management; principles for setting retail channel supply price system ★ Case analysis: conflict between distribution channel prices and retail prices ★ Common pricing methods used by retailers; cost-oriented; competition-oriented; consumer-oriented ★ Case analysis: retailer's influence on retail prices ★ Relationship between price discounts and sales growth ★ Case analysis: price reduction and sales growth ★ Case analysis: reasons for retailers frequently reducing sales prices without authorization and how to respond ★ Formula for the relationship between price discounts and sales growth and its application ★ Key points of price checks; price gradients; price fluctuation range ★ Price label management; common price label errors Module 7: Retail Terminal Management - 【Inventory】 ★ Basic principles of inventory management ★ Inventory turnover rate; inventory turnover days; relationship between inventory turnover days and payment terms ★ Case analysis: exploring reasons why retailers do not settle payments ★ Maximum inventory control targets; safety stock; days in transit ★ Daily replenishment management; order calculation formula ★ Relationship between order cycle adjustment and sales volume ★ Discussion: analysis of the relationship between inventory management and business loss Module 8: Retail Terminal Management - 【Sales Aids and Promotions】 ★ Difference between sales aids and promotions ★ Promotion stage management; promotion design process ★ Difference between consumer promotions and trade promotions ★ Common types of consumer promotions and their forms; stimulating trial; building loyalty ★ Promotion communication; internal communication of promotion plans: aligning sales department thinking ★ External communication of promotion plans: selling promotions to retailers ★ Ways for retailers to achieve sales performance Contribution of customer traffic to performance Contribution of average transaction value to performance Contribution of loyalty to performance ★ Retailer promotion introduction process Time requirements, format requirements, gross margin requirements, sales requirements, image requirements. ★ Case analysis: What kind of promotions do retailers like? ★ Promotion execution; on-site promotion management, product management, activity process monitoring, personnel management ★ Promotion evaluation; promotion evaluation elements, standard processes, promotion data analysis ★ Case analysis: Carrefour's promotion evaluation process and specific indicators Module 9: Discussion ★ Unusual significance of daily retail terminal management ★ Discovery and mastery of business opportunities ★ Overall contribution of terminal performance to the business ★ Practical application of daily retail terminal management thinking 【Related Matters】 【Organizer】 Beijing Times Bowen Marketing Training Institution 【Target Industry】 Consumer goods companies - enterprises whose products enter terminal channels such as hypermarkets, supermarkets, and chain stores. 【Course Audience】 Suppliers to hypermarkets (manufacturers, distributors): General Managers, Sales Directors, KA Managers, 【Learning Fee】 5980 RMB/person (including tuition, materials, venue, refreshments, and two days of conference lunches). 【Discounted Fee】 For team registrations of three or more, the fee is discounted to: 4980 RMB/person. 【Conference Publication】 Free company introduction of up to 1000 words will be published for registered companies. Please send the introduction in Word format via E-mail to sdbw999@126.com or 283281980@QQ.com. 【Training Certificate】 A Marketing Director/Professional Manager training certificate will be issued by Beijing Times Bowen Marketing Training Institution. 【Hotel and Meals】 Accommodation and meals will be arranged uniformly, with costs borne by participants. 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