Is Your Business Team A Single Soldier Or A Co Operation Under The Company'S Professional Guidance?

    一、終端陳列的戰略地位 

Terminal market, which is the end of sales channels, is the place where consumers and products are intimately contacted. It is the place where manufacturers sell products, but the display resources of stores are limited. The display locations are also divided into one or two, three and so on. The form of display is ever-changing, and terminal display resources are naturally the focus of competition among similar products manufacturers.

Many friends who make the first line market say that terminal marketing has three carriages: display, shopping guide and promotion.

Many experts divide terminal marketing operation into N elements and links, but without exception, they will be placed first.

1, display (location, quantity, quality) is directly proportional to sales volume.

No display, no sales. The best selling place is the brand that occupies the largest and best display resources, while the monopolistic leading brand first monopolize the display resources.

Take shampoo industry as an example: P & G's shampoo has half of the display area at more than 90% terminals. In 07 years, P & G accounted for 50.2% of China's shampoo sales. At the time, besides the P & G, the best use of terminal display assets was Unilever, followed by silk Bao and once again overlord. The sales volume of shampoo nationwide was 10.6%, silk Bao 8.59%, and King 5.18% (AC Nelson data) respectively.

In the 08 year, the overlord group caught up in the terminal display, increased the cost of display resources looting and the construction of terminal image. In the 08 year, the sales of overlord accounted for 7.8% of the total sales volume of shampoo in China, which increased by more than 50% over the same period last year, laying a solid foundation for successful listing this year.

2, the location of display determines the success or failure of the market.

The main tactical performance of challenging brands is personal, intercepting, grabbing, occupying and infiltrating the display positions of leading brands. For example, in recent years, silk Bao has a slogan "close to Procter and gamble and stay away from overlord".

There are many stores in the market where the display of products is very large, and the image building is also very good. However, the brands around the exhibition area are LaFang, Decolor, Kao, Cai le and other second-class brands and some unknown brands. The price and market positioning of the overlord products are higher than those of the circulation brands. This display situation seriously affects the sales volume of the products, because the top two consumers first consider the P & G and Unilever's leading brands. The overlord has lost the opportunity to arouse the attention of the main target consumers and the terminal interception advantage of the salesmen's short slots. So I also formulated a guideline "close to Procter and gamble and stay away from the miscellaneous brand army!" I was in charge when I was working in overlord company.

3, brand strength / cost input determines the allocation of display resources.

Factories are bullying businessmen and big businesses bullying factories. This is the same rule of game in the game of manufacturers.

Generally speaking, the number and location of a product's display at the terminal are determined by the brand influence, sales volume, gross profit margin and customer sentiment.

The first-line brand can easily and even cost a penny to occupy the best display location and more display areas, plus more product lines and entry SKU quantity, plus the first line brand scientific professional product display form and terminal brand image construction, virtually formed a solid "terminal barrier". The two or three line brand has to develop in the corner of the shelf. The huge display difference is like an impassable sky cutting.

Can not the weak brand position in the display resources allocation be unable to reverse?

Of course, under the market economy, there is no problem that can not be solved, only unacceptable costs.

Retailers who have changed from a once vulnerable group to a strong group are also resistant to the strong brands that once oppressed them. They are willing to support new brands with high profits to restrict the leading brands and optimize the commodity structure. As long as you are willing to pay the exhibition fee, you can choose what kind of location you can display.

A good and many, I saw a shampoo brand that has never been noticed before. (which brand is not clear enough, it seems to be that of Europe), the normal display is bigger than that of overlord and silk Bao. It also buys a piece of end rack, a 6 square meter image pile, and a 4 square meter display bag column. 6 shopping guides are surrounded by special displays in the intercepting Hawking. At that time, I was thinking that the sale of the overlord and silk Bao in the shop was only 7-8 000. The cost of the brand is at least 50 thousand a month, at least more than a hundred million retail can support such a huge cost. Is it making money at a loss? In Wenzhou last year.

The staff who accompanied me to the inspection hall told me that the brand sold nearly 200 thousand (a full range of products) in a month, which was higher than the sales of overlord and silk Bao.

I can only admire how bold and productive people are!

    二、如何爭取到好的陳列位置 

1, strengthen the relationship between customers and terminals.

If we want to get a continuous operation, attract more consumers at various levels and gain higher business benefits, we will not be able to sell only the leading brands, but we must also support some potential brands, high profit products, low price products, high flow products, seasonal products and private brands.

Other brands must have good customer relationship if they want to have a good display location and larger display area and do not want to pay.

Guest relations require regular visits, long-term maintenance and professional communication.

After many excellent brands enter the chain system, it will be harmful to the follow-up maintenance of the cross regional stores. The product will be gradually eroded by the products and the sales volume will be reduced by the code.

2, learn to think in the form of terminal, with the support of promotional activities and investment support as the conditions, and strive for display support.

Retailers are concerned about buyers' promotions, which are "passenger flow, customer price, frequency of visitors, purposeful purchase, impulse buying, unit output, gross profit contribution and sales ranking". Vendors' wishful thinking consumer promotion and so-called "market share, input-output ratio, brand loyalty" have nothing to do with stores.

Negotiate with stores through special offers, buy gifts, lucky draw, road shows, and other promotional activities, and strive for special display support such as stacking, end shelf and so on.

The promotion of sales promotion requires stores to expand the display area of the goods shelves, adjust the display locations, and continue to occupy the enlarged display area after the activity.

If you do not let go of any opportunity, even if there are more than one sample display place, you will get bigger and larger display. If you don't care about this trivial matter, other brands will eat your site, your display will slowly shrink and sales will decline.

3, grasp the opportunity to adjust and expand the display.

Stores rarely give the new brand the ideal display location and enough display area, so long as the time is right, the better the location is, the bigger the area is.

(1) when the brand lock code with poor sales is withdrawn.

(2) when the store layout is adjusted.

(3) seasonal adjustment of product mix structure.

(4) large festivals, celebrates and promotions.

(5) when the contract is due.

(6) when competing with stores, customers are in a tense relationship.

...

Although terminal display is important but not omnipotent, it needs other marketing tools to greatly boost sales.

The factory has invested a lot of money in the terminal, expanding the display, adjusting the location, buying the land heap, making sales promotion, and losing the result of losing money, has been clamoring for "terminal traps". In fact, it has been wrong to enlarge the display, buy the land pile, and beautify the terminal display. But the reason is that these enterprises have not really grasped the essence of the terminal marketing. Although the display is a very important part of the hard terminal, the terminal marketing is just the tip of the iceberg. It also needs soft terminal support such as product quality, brand communication, shopping guide personnel, promotion plan and so on. No, it is like laying an international standard railway, but the steam powered locomotive is still not promoted. There are many

The failure of last year's listing is also based on this.

For the various links of terminal marketing, they are scattered and incoherent, such as buying a big pile, no promotion plan, and no promoters' recommendation. The products are not beautiful, and sales volume is not ideal.

    三、終端生動化陳列原則有哪些？

Terminal vividness is to make products more vividly displayed in front of consumers.

The consumer behavior of FMCG is mostly unplanned consumption. It can improve the display effect of products and stimulate consumers' purchase intention by seeing products' physical display, promotional activities and publicity demands.

1, obvious principles

Commodity display should strive for the obvious location of the main channel for consumers. This is the first condition for reaching sales, so that consumers can see clearly the products and attract attention, so as to arouse their impulse buying mentality.

Therefore, it is necessary to display the commodity display and display the surface to be large and vivid.

All products displayed on the shelf must be unified with the Chinese trademarks facing the consumers, and the other brands can not be mixed vertically and vertically. They can achieve uniform, beautiful and striking display effect, and the style and keynote of the overall display should be unified.

2, maximize the principle of full display.

The goal of commodity display is to occupy more display space and increase the number of display on shelves as much as possible.

Only with more display space than competitive brands can customers have more chances to buy your products.

There is an old saying in China that goods are sold in piles, so that their goods can be placed on display shelves, so that they can be fully displayed.

This can not only increase the visibility of the commodity display, but also prevent the display position from being occupied and infiltrated by competing products.

When items are out of stock, they should place a shortage mark or expand the same series of products in order to protect the display area.

3, the principle of vertical centralized display.

Vertical centralized display can not only grab consumers' view, but also make vivid and effective display, because people's habit of vision is first up, down, and so on.

Vertical centralized display is in line with people's customary line of vision, making the display of goods more hierarchical and more imposing.

Unless the shopping mall has special regulations, it must be displayed in accordance with product specifications and varieties.

When all items are concentrated, they are displayed on a shelf according to the principle of vertical category display and horizontal efficacy display. They can meet the needs of different consumers and increase sales volume. They can also enhance the image of the company and increase the influence of the product at the selling point.

5, the principle of coordination between the lower and the heavier and the matching of colors.

The heavy and large commodities are placed below, and small and light goods are placed on them, which are convenient for consumers to take and conform to people's customary aesthetic standards.

The contrast between the color, shape and size of the commodities should not be too large; the contrast between the vertical and horizontal commodities should not be too large.

Generally, from warm to cold (excessive colouring).

6. Dynamic display and related display principles.

On the basis of full display, we should deliberately remove the few products on the outermost surface of the shelf, which will be beneficial to both the consumers and the good sales situation of the products.

To explore the relevance of commodities according to the purpose, purpose and characteristics of use, such as hair conditioner next to shampoo.

7, gold display principles

When displaying a series of products on a stack or display rack, it is necessary to highlight the location of the main product and give the main product / best selling product / new product / season product the largest display and gold location, so as to make the primary and secondary distinctly clear, so that the customer can be clear at a glance and enhance the sales volume of the product.

Product horizontal display.

At the horizontal level, the gold position should be displayed as far as the line of sight is concerned.

(shelf area about 120-160CM, seven layers shelf third, fourth layer for gold display; five shelf first, second layer for gold display, including pile head, end rack, main channel area are all gold display).

8, the principle of convenience of taking and placing

The product should be placed in the most convenient and accessible place for consumers, according to the age and height characteristics of different target consumers.

For example, children's products should be placed under 1 meters.

10. Cleanliness and safety stock principle

Ensure that all display items are neat and clean.

Ensure that the products and specifications of store products are no less than "safety stock lines".

11, the principle of accurate and eye-catching price.

The price tag is marked with POP, price tag, sticker, and so on, which indicate the price or performance of the goods.

A clear and eye-catching price tag is one of the driving forces to increase purchase. It can increase the publicity effect of product display and let consumers buy it clearly.

Price comparisons can be made for similar products, and special price and discount figures can be written to attract consumers.

If consumers do not know the price, even if they want to buy the product, they will hesitate and lose a sales opportunity.

12, FIFO / last in first out principle

First in first out: according to the factory date, the factory will be placed on the outermost layer, and the nearest factory will be placed in the product to avoid the product being overdue.

The goods on special shelves and stacks should be turned over according to the requirement period of the company (such as two days of daily chemical reaction), leaving the first factory products outside.

LIFO: promotion products should be in first in first out during the activity period.

14, the principle of big money.

Close to the leading brand, stay away from the following brands and miscellaneous brands.

    四、終端品牌如何做好終端品牌建設？ 

Terminal brand construction is a higher level of terminal display, and is based on the display of image beautification and brand communication.

There is an old saying in China: "if you want to work well, you must first use your tools."

Therefore, the construction of terminal image is inseparable from the rich and innovative material support.

Such as:

1, rack Kanban flag: mainly used for products display shelves above, also can be used when hanging flag.

2, brand image hanging flag: mainly suspended above the product category area.

3, eyebrow paste: mainly used for shelf display, end rack on the laminate (place the price tag).

4, side frame of end frame: mainly used for end frame packaging.

5. Rack flank: used for rack decoration.

6, stacking panel / image combination heap: mainly used for stacking, increase publicity effect, enhance brand image.

7, ground paste: it is mainly pasted on the floor of shelves, stacking, and shelves.

8, POP information card: mainly used in promotional activities such as special price, buy, lottery, and so on, can better attract customers, so must be placed in the eye position.

9, posters: image publicity poster.

10, advertising Li licensing / Yi Bao Bao: promotional activities at the scene or entrance.

11. Store recruitment / body advertisement.

12, small exhibition rack / small cabinet: mainly used for the special display on the side shelves and other stores.

13, promotion platform: promotion activities inside and outside the home.

14, sunshade.

15, image packing column: it needs to be designed and manufactured according to the actual situation of the store, mainly used for image publicity and special display.

...

For terminal brand enterprises, there is no problem in developing image materials. The key lies in training and using.

Many brands in the leading position of terminal marketing have professional terminal brand image building guidance department, carry out material development and training and guidance for the terminal market display and image building at the grass-roots market, while developing "product display manual", "terminal brand building manual", "publicity materials application and Application guide" and so on.

I have seen many terminal brand salesmen do not know what image materials their company has and how to apply for them, so I say terminal marketing is not good, the problem is in the market and the root is in the headquarters.

    終端陳列/終端品牌建設是產品銷售的前沿陳地，在這場陳地爭奪戰中，你的業務團隊是單兵作戰還是在公司專業指導下的協同作戰？