Solutions for turning terminal products from unsaleable to best-selling

Since the product can be put on the shelves, it means that we have solved the problem of shelf space. The key to realizing the real purchase of the product is the spiritual space of consumers, that is, taking the lead in seizing the minds of consumers. In fact, the product is not on the shelf but in the mind of the consumer. In terms of solving consumer purchases, let me talk about my own feelings as follows:

1. Strengthen the vivid communication of the brand and solve the problem that consumers are willing to buy. When commodities are extremely abundant and products enter the buyer's market, consumers' desire to buy is extremely low. How to arouse consumers' desire to buy, promote purchases, and strengthen vivid communication is the key. In addition to the pasting of POP and the correct placement of pile heads, three points need to be emphasized here:

1) The rationality of product display position. The most basic thing is to make it easy for consumers to find it, and then make it vivid. When the author passed by a supermarket in Wuhan in March, I wanted to buy two bottles of ** cans of beer because of my professional habit. I spent a long time looking for them and placed them behind a certain cosmetic product. Just imagine if the products are placed in such a position. Will the products sell well? Consumers are worried. How can you sell a product that you can't buy?

2) Matching of product structure. In KA stores, we often encounter this type of consumers: they originally wanted to buy a certain brand of goods, but due to the single item and lack of selectivity, they reluctantly gave up. In terms of stimulating consumers to buy, the product structure has changed. Displays must match.

3) Make the point of sale vivid. Displays that are too bland will not make a lasting impression and are no different than putting items in inventory. We need to learn from Coca-Cola, Pepsi, etc. We need to make a fuss about vividness to arouse customers' desire to buy.

The rules of dynamic sales

Distribution of goods requires strategies, and dynamic sales require rules. If different people use the same tactics at different nodes and use them at different paces, the results may be very different. .

For traders in a regional market, they must be well versed in the laws of new product sales and the logical relationships in the laws, in order to ensure the successful sales of new products after they are launched. Only by deeply understanding the mystery behind the three-digit sales rate can product sales be accurate and efficient, and avoid detours.

Dynamic sales=distribution rate*recommendation rate*visit rate*activation degree*promotion degree*customer sentiment

1. Distribution rate

Pay attention to the distribution of goods Distribution rate, that is, the number of terminals that match product sales, so that the terminals that match product sales can basically sell the product.

Distribution rate is the sales potential of building products. That is, through the distribution rate, we create a product market atmosphere and increase the opportunities for products to meet consumers. The fundamental purpose of marketing is to build momentum, and greater momentum will get twice the result with half the effort. Dynamic sales require potential energy, and the terminal distribution rate determines the visibility of the product in the market and determines the strength of the product's potential in the market.

2. Recommendation rate

Recommendation rate, that is, the recommendation quality of the sales terminal. Recommendation rate is the driving force for building products. That is, through the construction of leading terminals, give full play to their enthusiasm for new product recommendations, form a demonstration effect, establish product consumption influence and the confidence of other following terminals, and achieve the goal of driving the sales of other terminals. "Leader terminals" refer to those terminals that have strong new product recommendation capabilities, are large in scale, have been in business for a long time, and have influence on other terminals and consumers.

Therefore, if you want new products to sell quickly, while pursuing the distribution rate, you must also pursue the recommendation rate and find those leading terminals that can not only "guide" consumption but also "seize" the price in the early stage. , focus resources, focus on attack, and rely on the recommendations of these leader terminals to quickly form product sales. Only when potential energy and kinetic energy are efficiently combined can a perfect combination of product sales be formed.

New products can only sell well because someone is willing to sell them. It solves the problem of willingness, that is, it solves the problem of terminal thrust. The reason why terminals are willing to "effort" to launch new products is simple: better customer sentiment and higher profits. The board feels valued and has no worries.

A new product must basically ensure that the terminal profit is 1.5 times that of the best-selling competing products, in order to fully stimulate the enthusiasm of the terminal promotion. The amount of terminal profit must not be directly reflected in the product price, otherwise it will be sold at a low price, but is reflected in the channel promotion activities and conformity methods.

3. Visit rate

The visit rate is not only the frequency of visits, but more importantly the quality and effect of the visits.

Only focusing on quantity without quality is unproductive work and creates costs rather than creating value.

The main value of terminal visits lies in clarifying the purpose of the visit and what kind of results are to be achieved (for example, the product display position changes from a poor position to a good position, the customer changes from not approving the product to approving the product, and the customer's attitude towards the product changes from Just display until the main promotion starts, etc.), what problems are found (the product is not selling because the consumer group of this store does not match the product, or the product sales information is not conveyed in place, or the customer does not try to promote our products, etc.), and what problems are solved Questions like this (the customer requested a bottle of tasting wine in the last issue, can they bring it over in this issue? Through on-site sales, help customers build confidence in selling this product; the customer did not agree to the terminal advertising space in the last issue, but agreed to it in this issue, etc.).

The terminal visit work must not be a mere formality. Only talking about quantity and process will result in useless work. The company's guidance process is only the standard and step of the work. The business personnel have the depth and value of the work. Sex is what helps sell products.

4. Activation

Activation is mainly to create an atmosphere for product sales, induce consumers, and change consumers' acceptance psychology.

Activation comes from four levels: first, product display; second, pile display; third, material atmosphere; fourth, urban activation.

1. Product display:

The advantages and disadvantages of product display are mainly reflected in three levels. First, the products displayed must strengthen the effect and value of the display for the leading core products. For example, the gift edition, 5-year edition, and 8-year edition of Gujing vintage puree, both in terms of quantity and display position, exceed those of 16-year-old and 20-year-old in the same category; secondly, the number of displays is generally 3 for core stores. *4 or 3*5 (number of varieties * number of products). Ordinary stores adopt 3*2 or 3*3. Large displays ensure a larger display quantity or counter display through an independent agreement, requiring the best display surface to be no less than 24 bottles; Third, the display method, according to the product grade, is displayed top-down on the container or shelf from high to low, or placed in a row, with the highest-priced products in the middle, and other products placed in sequence. The display surface must be Comes with a price tag.

2. Duotou display

Selling goods in piles is a relatively efficient way of displaying products at any time. Generally, at least 10 pieces of wine should be displayed at the top of the store, supplemented by standardized material displays, such as large L display boards, handbag displays, whole box stickers, etc.

3. Terminal atmosphere

Whether it is the atmosphere of inkjet printing on the exterior and exterior walls of the store, the production of in-store cabinet eyebrows, or the use of vivid materials, such as posters, price stickers, blister paintings, Be it banners, etc., you must do your best to surpass your competitors before you have a chance. In the creation of terminal atmosphere, if you cannot surpass your opponents with large numbers and multiple forms, you must achieve the ultimate in a certain atmosphere form and powerfully attract the eyes and minds of consumers.

4. Urban revitalization

Urban revitalization is to embed product advertisements in consumers’ lives and can be seen everywhere. Common TV, newspapers, radio stations, outdoor, anti-aircraft guns, door heads, walls, etc. If the company's advertising expenses are relatively insufficient, it must choose a certain form to achieve the ultimate, and obtain maximum influence and effect with the minimum resources. For example, you can choose a certain area or street to focus on only inkjet-style door advertising, or only inkjet-style wall advertising, to create a model area, model street, etc.

5. Promotion

Public relations and promotion are indispensable core components for liquor sales. The formula helps nuclear terminals seize core consumer groups and core consumption places, and promote sales of new products through a combination of promotion, experience, and tasting, so that consumers can quickly accept the product.

Generally, within one year, four waves of channel promotions and multiple consumer promotions must be carried out in a planned manner to make terminals and consumers feel that the product is moving, help terminal sales, and establish terminal sales. confidence, stimulating terminal promotion enthusiasm and consumer enthusiasm for consumption.

1. Channel promotions: For the liquor industry, there should be at least 4 channel promotions within a year. You can choose one in early March (the promotion before the off-season) and one at the end of April (May Day wedding celebrations). peak), once in July (appreciation banquet), once during the Mid-Autumn Festival (before the peak season), once on New Year's Day, and once during the Spring Festival; as for the activity format, it must be flexible and changeable, with physical prizes for purchase, travel for purchase, prizes for display, prize draw for purchase, and cumulative sales. Rewards, etc., but the time node must be grasped, it must end at that time, and the next wave of activities will be launched. The cycle time of the same activity must not be delayed.

2. Consumer promotion: Not only can there be scratch-off prizes that come with the product itself, but there must also be terminal-specific purchase and gift activities, tasting experiences, and lucky draws. If you buy it, you can participate in the golden egg smashing. , you can participate in other entertainment activities and public relations gifts for core consumers by walking into the community/buying.

3. Core store promotions: Choose outlets with large traffic flow and strong radiation, and match the sales terminal outlets of this product, especially catering terminals, and jointly implement a series of consumer promotions with terminals in the store, and put the promotional information Spread the word fully, such as buying a big one and getting a small one, buying two and getting one free, buying wine and getting food, dining with wine, limited time wine, limited table wine (for the first few tables), lottery activities, etc.

4. Core area promotion: Aiming at areas or blocks where terminal outlets are concentrated and target consumer groups are relatively large, such as low-end liquor for food stall groups, sales staff, promotion staff, and marketing staff are concentrated in this area. The area conducts consumer promotion activities continuously and cyclically until the target consumers in this area can order this product by themselves when consuming wine at this price range. If this kind of activity can be continued for about 20 days, the effect will be very significant. Basically, the position or area can be transferred and a second model area can be developed.

5. Public relations for core consumer leaders: When resources permit, establish a group of opinion leaders. Consumers have also formed a preliminary impression of the product through trial use. Opinion leaders should be allowed to influence ordinary consumers and expand the market. sales volume. You can use public relations activities such as wine gifts targeted at opinion leaders to continuously expand the core consumer group to help terminal sales and create a market-driven sales atmosphere.

Among all consumer activities, there is no faster, more cost-effective and faster way to start the market than by giving away wine for consumers to drink. However, most companies would rather consume it slowly and spend more time. If you don’t want to do it, you will actually invest more.

As a rule, if a terminal can return goods more than three times in a short period of time, your product will easily become his main product, and it will be very easy for him to promote it, because the terminal has already mastered the promotion of your product. tips. If a consumer can consume your product more than three times in a short period of time, he has successfully accepted the quality, taste and other selling points of your product.

6. Customer sentiment

The establishment of channel customer sentiment is not a matter of the number of visits, but a matter of actual value brought to end customers, which is mainly manifested in two levels. First, , on the material level, additional support issues beyond regular channel purchase promotions, such as free wine, small gifts, consumer tastings and even promoter support, etc.; second, on the spiritual level, such as care and attention to customers, Having the same hobbies or language as the customer, each visit can bring constructive guidance and suggestions to the customer, not necessarily about this product but about the business or life of key customers. Efficient customer service does not only stem from the amount of material benefits, but also from the depth of value that customers think you have.