since the product can be put on the shelves, it shows that we have solved the problem of shelf space, and the key to realize the real purchase of the product is to solve the consumer's spiritual space, that is, to seize the consumer's mind first. In fact, products are not on the shelves but in the hearts of consumers. In solving the problem of consumers' purchase, I would like to talk about my own feelings as follows:

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

1) Rationality of product display position. The most basic thing is to make it easy for consumers to find it, and then it will be vivid. When I passed a supermarket in Wuhan in March, I was in a professional habit and wanted to buy two bottles of * * cans of beer. I searched for a long time and put them behind a cosmetic. Imagine if the products were placed in this position, would they sell well? How could products that consumers could not buy be sold?

2), the matching of product structure. In KA stores, you often meet such consumers: originally, you wanted to buy a certain brand of goods, but because of the single item and lack of selectivity, you still reluctantly gave up. In order to stimulate consumers to buy, the display of product structure must match.

3), the point of sale is vivid. Too dull a display will not leave a deep impression on people, which is no different from putting goods in inventory. We should learn from Coca-Cola and Pepsi-Cola, and make a fuss about vividness to arouse customers' desire to buy.

the law of moving sales

the distribution of goods pays attention to strategy, while the moving sales pays attention to law. If different people use the same tactical method at different nodes, the results may be quite different.

for traders in a regional market, they must be well versed in the law of new product marketing and the logical relationship in the law, so as to ensure the successful marketing of new products after listing. Deeply grasp the mystery behind the three-rate and three-degree marketing, and the product marketing can be accurate and efficient, avoiding detours.

distribution rate = distribution rate * recommendation rate * visit rate * activation rate * promotion rate * customer sentiment

1. distribution rate

distribution rate, that is, the number of terminals matching product sales, enables the terminals matching product sales to basically sell this product.

the distribution rate is the sales potential of building products. That is, through the distribution rate to create a product market atmosphere, increase the opportunities for products and consumers to meet. The fundamental purpose of marketing is to create momentum, and if it is strong, it will get twice the result with half the effort. The potential energy is needed for moving sales, and the terminal distribution rate determines the visibility of products in the market and the relationship between the potential energy of products in the market.

second, the recommendation rate

the recommendation rate is the recommendation quality of the sales terminal. Recommendation rate is the kinetic energy to build products. That is, through the construction of leader terminal, give full play to the enthusiasm of its new product recommendation, form a demonstration effect, establish the influence of product consumption and the confidence of other follow-up terminals, and achieve the goal of promoting the sales of other terminals from point to area. "Leader terminals" refer to those terminals with strong new product recommendation ability, large scale, long operation time and influence on other terminals and consumers.

therefore, if you want to sell new products quickly, you should not only pursue the distribution rate, but also the recommendation rate. Find out the leader terminals that can not only "guide" consumption, but also "grasp" the price in the early stage, focus on resources, focus on attacks, and rely on the recommendations of these leader terminals to quickly form product sales. Only the efficient combination of potential energy and kinetic energy can form a perfect combination of products.

The new product is likely to sell well because someone is willing to sell it. Solve the problem of willingness, that is, solve the terminal thrust problem. The reason why the terminal is willing to push the new product "hard" is simple: better customer service and higher profit. The board feels valued and has no worries.

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

third, the visit rate

the visit rate is not only in the frequency of visits, but also in the quality and effect of visits. It is unproductive work to talk only about quantity without quality, and it is at manufacturing cost rather than creating value.

the main value of the terminal visit work is to clearly understand the purpose of the visit, what kind of effect should be achieved (such as the product display position from bad position to good position, the customer from not approving the product to approving the product, and the customer from just displaying the product to starting pushing it, etc.), what kind of problems should be found (the product is not sold because the consumer group in 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 product, etc.), and what kind of problems should be solved. Help customers build confidence in selling this product through on-site sales promotion; In the last period, the customer refused to allow the terminal advertising space, but in this period, he agreed, etc.

The work of terminal visit must not become a mere formality, and it only focuses on quantity and process. As a result, all the work done is useless. The guiding process of enterprises is only the standard and steps of work, and the depth and value of the work done by business personnel is the work that will help to sell products.

iv. activation degree

activation degree is mainly to create an atmosphere of product marketing, induce consumers and change their acceptance psychology.

the degree of activation comes from four aspects: first, product display; Second, the pile head display; Third, the material atmosphere; Fourth, the city is activated.

1. Product display:

The advantages and disadvantages of product display are mainly reflected in three levels. First, the displayed products must strengthen the display effect and value of the leading core products, such as the tribute edition, the 5-year edition and the 8-year edition in the original pulp of Gujing year, which are more than those in 2116 and 21 years in the same category; Second, the number of displays is generally 3*4 or 3*5 (variety number * product number) for core stores, 3*2 or 3*3 for ordinary stores. For large displays, a larger number of displays or counter displays are guaranteed through independent agreements, and the best display surface is required to be no less than 24 bottles; Third, according to the product grade, the display method is from top to bottom in containers or shelves, or a row is placed, with the highest-priced product in the middle and other products in turn, and the display surface must have a price tag.

2. Stack display

Selling goods and piling up mountains is a more efficient way to display products at any time. Generally, there should be at least 11 pieces of wine displayed in the store, supplemented by standardized materials, such as large L display board, handbag display, whole box stickers and so on.

3. Terminal atmosphere

No matter whether it's the indoor and outdoor wall painting atmosphere, the production of cabinet eyebrows in the store, or the use of vivid materials, such as posters, price stickers, blister paintings, banners, etc., we must surpass our competitors to have a chance. If we can't surpass our opponents in quantity and form in the creation of terminal atmosphere, we must do some kind of atmosphere to the extreme and attract consumers' eyes and minds strongly.

4. Urban activation

Urban activation is to implant product advertisements in consumers' lives, which can be seen everywhere. Common TV, newspaper, radio, outdoor, anti-aircraft gun, door head, wall, etc. If the advertising expenses of an enterprise are relatively insufficient, it is necessary to choose a certain form, so as to maximize the influence and effect with the least resources. For example, if you choose a certain area and a certain street, you should concentrate on making only spray-painted door advertisements, or only spray-painted wall advertisements to create a model area and a model street.

V. Promotion degree

Public relations and promotion are indispensable core components for liquor marketing. It is formulated to help nuclear terminals seize the core consumer groups and places, and promote the sales of new products by combining promotion, experience and tasting, so that consumers can quickly accept the products.

generally, four-wave channel promotion activities and multi-frequency consumer promotion activities should be planned within 1 years to make terminals and consumers feel that this product is moving, help terminal sales, build confidence in terminal sales, and stimulate terminal enthusiasm and consumer enthusiasm.

1. Channel promotion: For the liquor industry, at least four channel promotion activities should be conducted within 1 years, including one in early March (promotion before off-season), one at the end of April (May Day wedding peak), one in July (teacher-thanking banquet), one in Mid-Autumn Festival (before peak season), one in New Year's Day and one in Spring Festival; As for the forms of activities, they must be flexible and changeable, such as purchase prizes in kind, purchase prizes for tourism, display prizes, purchase prizes for lottery, cumulative sales prizes, etc., but we must grasp the time node, and then we must end and launch the next wave of activities. The cycle time of the same activity must not be delayed.

2. Consumer promotion: not only the scratch prize of the product itself, but also the buying and giving activities, tasting experience and lucky draw for the terminal, so that you can participate in throwing golden eggs, walking into the community/buying, you can participate in other entertainment activities and public relations gifts for core consumers.

3. Promotion in the core store: select outlets with large flow of people and strong radiation, especially catering terminals, and combine the terminals to plan a series of consumer promotion activities in the store, and fully spread the promotion information, such as buying big and giving small, buying two and giving one free, buying wine and giving food, dining wine, giving wine in a limited time, giving wine at limited tables (giving wine at the first few tables), and lottery activities.

4. Promotion in the core area: For the districts or blocks with concentrated terminal outlets and large target consumer groups, such as low-end liquor in food stalls, centralized sales personnel, promotion personnel and marketing personnel will continuously and circularly engage in consumer promotion activities in this district until the target consumers in this district can order this product themselves when they consume wine at this price. If this kind of activity lasts for about 21 days, the effect is still very significant, and it is basically possible to move the position or area and develop the second model area.

5. Public relations of core consumer leaders: If resources permit, a group of opinion leaders have been established. Consumers have also formed a preliminary impression on the products through trial use, so that opinion leaders can influence ordinary consumers and expand market sales. We can make use of public relations activities such as giving wine to opinion consumption leaders to continuously expand the core consumer groups, help terminal sales, and create a marketing atmosphere.

in all consumer activities, there is no faster, more cost-saving and faster way to start the market than to send wine to consumers to drink, but the average enterprise would rather spend it slowly than do it, but in fact it has invested more.

it is a rule that if a terminal can return goods for more than three times in a short period of time, your product will easily become its main product, and it is also very easy for him to promote it, because the terminal has mastered the trick of promoting your product. If a consumer can consume your product for more than three times in a short time, he has successfully accepted the quality, taste and other selling points of your product.

VI. Customer Satisfaction

The establishment of channel customer satisfaction is not a question of the number of visits, but a question of bringing actual value to end customers, which is mainly manifested in two aspects. First, the material level, the extra support beyond the regular channel purchase promotion, such as giving wine, small gifts, consumer tasting and even promoter support; Second, from the spiritual level, such as caring for and attaching importance to customers, sharing the same hobbies or languages with customers, every visit can bring constructive guidance and suggestions to customers, not necessarily about this product, but about the business or life of key customers. Efficient customer service is not only derived from the amount of material benefits, but from the depth of the value that customers think you exist.