Coating terminal: not only spread goods but also paving

By the end of the year, both paint companies and paint distributors have been in inventory for one year. The distribution of goods has always been valued by companies and businesses, and through an effective range of terminal displays, so that consumers can see the product, which is the premise to achieve sales. There are often merchants who have spared no expense to buy out the terminal's supply and display rights, which shows the importance of distribution. If you use a flight ratio for sales, the aircraft should be considered a "preparatory period" for product development before it enters the runway. If the aircraft is to run, it should be considered a distribution sales phase (marketing). At this stage, there are already some sales. Of course, this is because of the “shopping on the shelves” and the natural realization of sales, whether the product can form a large-scale sales is still unknown. Therefore, this phase is only the link between preparation and sales.

Distribution is only half of the market. We all know that the general process of traditional distribution or physical distribution is: The product goes from the manufacturer to the dealer, then through distributors at all levels, to the terminal retail store, and finally to the consumers. There may be various changes in the links in the middle of this process, such as direct distribution, flat distribution distribution, membership distribution, store distribution, network marketing distribution, mail marketing distribution, conference marketing, road show marketing Distribution, etc., the distribution process is different.

Many people think that distribution is a street market. This understanding is not complete. In the author's six-pin chain rule that summarizes the marketing process, the marketing can be divided into two aspects: distribution and paving.

In the process of traditional distribution or tangible distribution, we also need to do a job, that is, we must put goods into the hearts of distributors, terminals, consumers, and even business (or service) stakeholders, and solve the problems with stakeholders. In particular, the problem of communication between consumers is to “make a difference”. The so-called “shopping” is to use the product or service as a carrier to convey the humanization of the distribution process, so as to achieve the effect of spreading and selling the goods or establishing the brand image through the three driving methods of emotion, regulation and interest.

Some people think that paving the heart is not communicating with consumers? This should be a matter of marketing. In fact, whether it is distribution or paving, it is still a static sales job. The so-called static sales, when the product is placed on the shelf, allows consumers to be attracted to your product image in a number of products, resulting in the process of sales. Including the target terminal distribution rate, product packaging image strength, product static appeal, channel and terminal enthusiasm and so on.

Examples of outstanding product static sales include: Shuijingfang, whose product packaging integrates the history and culture of the winery craft seamlessly, and performs modernization and internationalization. The first linen bagged ceramic bottle, The ultimate realm of drunkard interpretation is a supremely delicate product. The product packaging of Shedeji reflects the golden mean thought in Chinese traditional culture. The philosophical culture of Shedemu is manifested in the inside and outside of the whole product. The contrasting color of yin and yang will be willing to position the brand. Accurately meet the wisdom of giving and receiving. These high-grade white liquor products, which are representative of each other, are particularly eye-catching in the static sales competition of the shelves.

How to realize the distribution of goods, a lot of information from the concept, planning to process, supervision made a detailed statement, I will not repeat them here.

The first step: Insight and analysis of the needs of the distribution channel (this work is often carried out at the same time with the distribution work).

Different sales channel links have different needs. For example, the dealers are closest to the manufacturers, his needs are more reflected in the ability to advance with the times and obtain faster promotion and development; distributors, as the “intermediary” dealer, are more concerned about their actual interests. And end-user profits; while the terminal business as the end of the channel, more concerned about whether the sale of the product is risky, whether the money is guaranteed; consumers are required to buy the product at affordable prices, pay attention to the product's price and actual value, etc. .

The second step: According to the needs of various aspects of the sales channel, take different ways to meet.

For distributors, it is necessary to clarify the significance of distribution: A. By actively distributing goods, the distribution ratio of products can be increased, the sales volume of products can be increased, and the gross profit of products can be increased. B. By actively distributing goods, we can obtain various market support from manufacturers, such as: training support, operation skills support, policy support, etc., can “sequentially” follow the business ideas of the factory, and obtain development at the same time. C. Through active distribution of goods, based on the promotion of products and brands, it can effectively increase the visibility and reputation of the distributors, and increase their influence and status in the industry.

For distributors, it is necessary to explain to them the various “interests” and benefits of actively promoting the product. For example, manufacturers’ various forms of promotions and rebates can allow them to obtain higher profits, and strict regional protection policies can reassure them. Sales and so on.

For terminal providers, in addition to the regular promotion methods, they must be more concerned with removing the psychological barriers to sales, such as product packaging and replacement, promotion of risk-free operations, and profit guarantees.

The third step: Pay attention to customer marketing and pay attention to distribution details. That is, distribution goods must meet and tap the potential needs of various channels of sales, but also pay attention to the process and implement emotional marketing and relationship marketing.

Establish and improve distributor files at all levels and visit customers on a regular basis. Through consultations to solve customer problems, at key opportunities such as marriage, childbirth, and so on, "the shot when you shot" and so on, to narrow the distance with the members of the channel, to achieve the ultimate goal of "business does not speak business".

Change from transaction marketing to relationship marketing. Changing "naked" money transactions is a change in the "manufacturer-one" relationship marketing. For example, the implementation of strategic liaison bodies or partners not only guides distributors in how to better and more effectively distribute goods and further divert their products; they also assist terminal manufacturers in realizing the value of products through activities such as purchase promotion and free tasting. .

Standardization of distribution management and enhancement of service functions. In this era of speed and efficiency, effective distribution must focus on the orderliness of daily details. This has been described in the previous article, no longer rumors.

Standard display should be done well. Selecting some of the benefits is better, and larger terminals use standard display methods, which creates a strong visual impact for end consumers.

Door and light box packaging are also important. A unified style terminal door (signboard) and light box with obvious corporate and product features visually give consumers a high "consumer meet rate".

If the successful "consumer meet rate" is successfully created, the static sales force in the terminal will obviously increase, and the enthusiasm of the terminal boss will increase. This will lay a good foundation for future sales.

postscript:

From the distribution of goods to shop-shops, it is a change in marketing concepts. It is a new consumer-oriented marketing concept. It can better analyze and excavate the needs of all parties from the point of distribution to paving, thus completing the distribution from The static sales force from the external form to the internal “drive” has made a qualitative leap in distribution, and has reached the staged goal of manufacturers from the distribution to sales.