Nowadays, the construction of functional terminals in the whole industry is in full swing, and the functional terminals are also playing their importance more and more, and playing the role of demonstration leading and benchmarking. So, how to play a good function terminal in brand cultivation, publicity and promotion, information collection, consumption tracking and other important functions? Let's invite several functional terminal customers in Huai'an City to listen to what they have to say. Retail customer: Zheng Guobin Opinion: Cultivate brands and build up images Cultivating brands is said to be cultivated by the tobacco company. In fact, it is mainly done through our retail customers. Because our retail customers have a familiar consumer base and are at the forefront of the market, they are in face-to-face contact with consumers and are a living force in cultivating brands. However, to play a good role in our function terminal to cultivate the important role of the brand, we have to let us master to understand the key backbone of the brand's absorption of flavor, packaging, cost-effective, product technology and other characteristics and selling points, more knowledge to learn to do a good job of publicity, and improve the brand cultivation. To put it mildly, we should be able to increase our marketing knowledge and skills in order to communicate to consumers through the use of successful promotion techniques, guide consumer preferences and create consumption hotspots. Previously, we here only tobacco company account managers often door to door, most of them come with the task, the cultivation of the brand does not have a certain target, and now the new specifications of the cigarettes and so much, of course, the cultivation of the phenomenon will also lose sight of the phenomenon of the brand cultivation, targeting is not very strong, so that the new product sales are not very obvious. Now, representatives of industrial enterprises often come to my store to provide targeted guidance. For example, my family's function store is hooked up with Hubei China Tobacco, last time the introduction of the red gold dragon (Xiaolou) the new specifications of the cigarettes, just the second day of purchase, Hubei China Tobacco's customer representatives came to the door. He asked how the sales of Red Dragon (Xiaolou) were going. At that time, I said, just in stock, not yet marketing it, do not know how to sell. People sat down, one by one, the selling point of this cigarette, culture, flavor, etc. told me, for a brand of cigarettes a talk is half a day, but also to help me stand cabinet sales, because the Red Dragon brand in our place is an old brand, especially the Red Dragon (Kyushu Tenglong) the market is still relatively tight, a morning, I sold five or six packs. Later, I learned what he told me to know about this brand. As a result, although it was a new specification, it sold well with me. Why? First, because the brand is old, the market has a foundation; Second, Hubei China Tobacco's customer representatives people pay attention to us, the knowledge of the brand are instilled in me, not only one-on-one publicity, but also in the teaching of brand knowledge is more professional and targeted; Third, after joining the functional terminals, my business image has been effectively changed, with the tobacco company to help us make a unified counter, cigarette display more standardized, the counter more beautiful, so I have a better image, so I have a better image. Thirdly, after joining the functional terminal, my business image has been effectively changed. With the unified counter made by the tobacco company for us, the cigarette display is more standardized and the counter is more beautiful, so it attracts more customers. Brand cultivation is one of the main functions of our function terminals. Therefore, in terms of brand promotion, function display and publicity and promotion, we have to make good use of this favorable resource of function terminal as much as possible to build up a good image. Playing the brand cultivation function of function terminal customers is not only a matter of industrial enterprises and commercial enterprises, but also concerns the immediate interests of our retail customers, so our function store customers must make good use of this resource. Retail customer: Yin Haichun Opinion: Do a good job of publicity, promotional volume My retail store is at the intersection of the main road in the county, east and north are facing the street, the view is wide, and the flow of people is relatively concentrated. The north side of the road is a clothing street, the east side of the road is a food and beverage street, to the south is a department store street, behind a residential area with five or six hundred families, whether it is the mobile population or a fixed population are many. Usually, if there are any goods to promote, do publicity and so on, many suppliers or manufacturers will pick me here, which is also my family's supermarket in the first batch of the pilot on the inclusion of functional terminal customer's favorable advantage. In the past, in terms of cigarette promotion and publicity, we retail customers basically fought on our own, and the profits and losses were our own, because we had to invest a lot of manpower and material resources, so I wasn't too concerned about promotion, and at most, when customers came to my door, we were a little bit more talkative, and just introduced them. After joining the function store customers, the image of my supermarket's cigarette business has also taken a qualitative leap, in addition to the themed light box in the store, there are also promotional brochures and promotional displays presented by cigarette manufacturers. In order to better publicize cigarettes, in addition to scrolling cigarette brand information on the LED monitors outside the store, I also use the store's multimedia LCD TV to play cigarette promotional videos, such as Henan Cigarettes Gold Leaf's "Breakthrough in the Central Plains". This promotional video is very successful, although I watch it every day, but I never tire of watching it. Why? Because of the very cultural, cultural atmosphere is very strong, so that people do not look at the tobacco advertising, but in the story of the Central Plains of the splendid history and culture, but also attracted many customers to stay in my store. To be honest, the original whether it is ten dollars, or twenty dollars of gold leaf cigarettes in my store sales are not very good, a month each kind of cigarette can sell three or four is very good, and through the use of the function of the terminal of the propaganda medium, coupled with the tobacco company to us to join the function of the store's retail customers and then carry out professional training, after the sales of gold leaf cigarettes has been greatly improved. Today, in addition to our real estate with the exception of the same grade of cigarette brands, we have to count on the sales volume and market recognition of the gold leaf brand. Now, not only the tobacco industry for our cigarette sales to provide a platform for publicity and promotion, but also to help me do a good job of promoting the brand on the cabinet, maintenance, promotion, every major holiday, but also sent people over to help me distribute promotional materials, but also to provide materials, personnel and other support. Through these big publicity activities, during the promotion period, we can understand the product market response in a timely manner, but also let the marketing personnel of industrial and commercial enterprises to collect information at the door have something to say. By joining the functional terminal, not only have we not invested much money, but the tobacco company has also helped us by all means to improve our image and publicize well, so that we can sell more cigarettes and make money easily, which is really a great thing to do. Retail Customer: Wang Guohua Opinion: Collecting Information, Resource **** Enjoy My retail store from 2000 onwards began to use electronic management tools for sales and inventory management, usually, whether it is cigarettes or other commodities into the warehouse, sales, are to carry out the electronic scanning into the file, through the electronic means, so that my inventory management is also more easily up. Usually, as long as you open the computer inside the information management system, merchandise inventory at a glance. Due to my more advanced management here, the tobacco company also added me to the ranks of functional terminals, through the construction of functional terminals, the tobacco company's online ordering platform has been enriched a lot. Now, every day I have to enter the platform, in addition to browsing some sales information, but also to the "management treasure box" to understand the brand culture and selling points, especially some small articles to help business, but also my attention to the hot spot. When it comes to information collection, I think the tobacco company this initiative to do well, is really a good way for our retail customers to think about: First, it is good to see how many cigarettes are still in stock, increase the accuracy of the cigarette ordering, to prevent the supply of goods off-sale breaks to their own losses; secondly, through the analysis of sales data, it can be seen in which a period of time the sales of cigarettes in the large, specific concentration in which category of brand Secondly, through the analysis of sales data, we can see in which period of time the sales volume of cigarettes is large, specifically concentrated in which type of brand, so that we can be prepared when loading, to prevent the counter of cigarettes out of stock, affecting the sales; Thirdly, through the analysis system, we can view the sales trend of a particular brand and the whole of the month, quarter, year, and after analyzing the problems can be found, in order to better adjust the business ideas. In fact, not only our own through the information collection system, can view, analyze the cigarette sales situation. Through this system, the tobacco company can also understand the sales situation of each functional terminal customer, we do is a small market, while the tobacco company does is a large market, they through the regional market, single-store customer analysis, can be targeted to put supplies, or personalized service work, so that, but also will save us a lot of time and energy. At the same time, their analysis is more professional and operational, so it is more instructive to us. Of course, in order to better collect information from consumers, I also set up a consumer tracking database through the information system provided by the functional terminal, so as to realize the collection, arrangement, analysis and reporting of consumer tracking information. Now, there are 10 fixed old customers, I have built a consumption file for them, every time they come to buy cigarettes, I will keep their consumption information in addition to the scanning code entry, through which information can be visualized to reflect their consumption. In the words of an old customer: "I don't know how many cigarettes I can smoke every month, but when I come to you, it's clear, I didn't expect to buy a few more packs of cigarettes this month than last month!" Retail customer: Zhao Houde Opinion: Tracking consumption, collecting information My supermarket has more than 100 square meters, with tobacco, alcohol and tea as the main business format, and I usually like to drink tea and chat when I have nothing to do. Therefore, the tobacco company is also optimistic that I have a leisure experience area here, so, a little remodeling, placing some of the product smoking, brochures, promotional racks, etc., cigarette atmosphere all of a sudden thick up, whenever some of the old customers and customers with free time to come, I will invite them to the experience area to come, drink tea and taste the smoke, through the small experience area, not only to enhance the emotion between the customer and me at the same time, but also to convey the cigarette to the consumer, and to the consumer, to the customer, and to the consumer. Through this small experience area, it not only enhances the emotion between customers and me, but also conveys the brand culture of cigarettes to consumers. In the customer consumption, from the mutual communication, can also collect the consumer's consumption information, to provide them with targeted services. A major function of the function terminal is to carry out consumption tracking service. Usually, because of our busy business, it is difficult for our retail customers to go deep into the middle of consumers to collect consumption information, therefore, it is also difficult to grasp the consumption trend and consumption trend, so it will be oriented in the aspects of cigarette reserve, brand cultivation and cultural experience. My home is not far away from a construction site, this site has been engaged in a number of years, the community also from the first phase, the second phase of the building to the third phase, the boss of the construction site is Hubei, usually smoke soft on the road of cigarettes, the normal is three days a cigarette (their own smoking plus scattered to others to smoke). But two nights ago, nothing, I read the consumer file found that the boss in the last two months to buy less than ten back to the cigarette, which is never before the phenomenon. So, taking advantage of a rainy day supermarket no one, the site did not start, I carried a packet of soft on the road cigarettes to his project command, just he was, see me very surprised, because, usually I call him in addition to send the cigarettes over, I am nothing to do. And he was smoking, while the topic to cigarettes on the lead. Slowly I learned that, originally, in recent years to our local real estate slump, the boss of the capital all pressed on the house, now the house can not be sold, the bank does not loan, look at the capital chain to be difficult to bear, so, it changed to smoke a pack of twenty dollars of other brands of cigarettes, a day at least can save a few dozen dollars down. He laughed bitterly, that is, every time you buy there, but also to socialize with people, embarrassed to go again. I said, no wonder I see you in the computer this period of time to buy fewer cigarettes, you want to buy other cigarettes, I have. He said, so God, you can know how many cigarettes I buy a month? I said, of course I know, every time you buy cigarettes, I can find the time, you want to smoke about twenty dollars, I also have. Yellow Crane Tower soft blue, I have to sell fifty or sixty a month, this grade is considered to be the best selling cigarettes, consumer feedback is also good, one day you have time to go to play, I will find a few of these brands of cigarettes to smoke the customers and you meet, the packet will not be wrong. He said, "Okay! I will smoke this brand of cigarettes from now on. Through this consumption tracking function, I can understand the customer's consumption, acceptance and evaluation of the new brand, adjust the marketing strategy in a timely manner, summarize the experience, improve the shortcomings, and improve the effect of brand cultivation. Functional terminal construction, is today and the next period of important network construction tasks, also marks the retail terminal from the traditional service-oriented to modern functional transformation. Font size: large, medium and small | Color: light dark red | Print