Shop pay attention to strategy, move sales pay attention to the law, the same tactical methods, so that different people in different nodes to take different rhythms to use, the results may be very different.

For traders in a regional market, they must understand the law of new product sales and the logical relationship in the law in order to ensure the successful sale of new products after listing. Deep grasp of the magic behind the three-rate three-degree, product dynamic pin can be accurate and efficient, to avoid detours.

Moving sales, shop rate, recommendation rate, visit rate, activity, promotion, customer affection

First, the rate of shop

Paving pay attention to the shop rate, that is, the number of matching product sales terminals, so that matching product sales terminals can basically sell this product.

The shop rate is to build the sales potential of the product.That is, through the shop rate to create a product market atmosphere, increase the opportunities for products and consumers to meet.The fundamental purpose of marketing is to build momentum, and the potential is to do more with less.Dynamic marketing needs potential energy, the terminal shop rate is high or low, determines the visibility of the product in the market, determines the product in the market potential energy strong and weak relationship.

Second, the recommendation rate

The recommendation rate, i.e. the recommended quality of the point-of-sale. The recommendation rate is the momentum to build the product. That is, through the construction of the leader terminal, give full play to the enthusiasm of its new product recommendations, form a demonstration effect, establish product consumption influence and other follow-up terminal confidence, to point with the surface to pull other terminal sales. "Leader terminal" refers to those new product recommendation ability, larger scale, long operating time, other terminals, as well as consumer influence of the terminal.

Therefore, if you want new products to move quickly, in the pursuit of shop rate at the same time, but also to pursue the recommendation rate, those who can "guide" consumption, but also in the initial "grasp" the price of the leader terminal to find out, focus on resources, focus on attack, relying on the recommendation of these leader-type terminals quickly form product sales. Only the combination of potential energy and dynamic energy can form the perfect combination of product dynamic marketing.

The new product is because someone is willing to sell can sell well, to solve the problem of willingness, that is, to solve the problem of terminal thrust. Terminals are willing to "effort" to push new products for a simple reason: better customer service and higher profits. The board feels valued and has no worries.

A new product basically to ensure that the terminal profit is 1.5 times the profit of the best-selling competition, in order to fully stimulate the enthusiasm of the terminal main push. Terminal profits must not be directly reflected in product prices, otherwise it is low-cost sales, but reflected in the channel promotion and form.

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's about quantity without quality, no productivity, it's about manufacturing costs, not creating value.

The main value of the terminal visit work is that the purpose of the clear visit, to achieve what kind of effect (such as product display location from poor location to good location, customers from not recognized products to approved products, customers from product display to the beginning of the main push, etc.), found what problems (the product does not sell because the store consumer groups and products do not match, or product sales information is not communicated in place, or the customer did not try to promote our production, etc.), to solve what kind of problem (customer demand for a bottle of wine, etc.), Can this issue be brought over? Through on-site marketing, to help customers build confidence in the promotion of this product;

Terminal visit work can never flow in the form, only the number of only talk about the process, the result is all useless, the enterprise's guidance process is only the standard and step of work, business personnel have to do the depth and value of the work is to help the product sales work.

Fourth, the degree of activity

The degree of activity is mainly to create the atmosphere of product sales, induce consumers, change the consumer's acceptance psychology.

The degree of activity comes from four levels, one is product display, two is, heap head display, three is, material atmosphere, and four is, urban resuscation.

1, product display:

The advantages and disadvantages of product display are mainly reflected in three levels, one is, the display of products, the dominant core products must strengthen the display of the effect and value, such as the ancient well year in the original pulp gift version, 5 years version, 8 years version, regardless of the number of displays and display positions are beyond the same category of 16 years and 20 years; 3, large display through independent agreement to ensure a larger number of displays or counter display, requiring the best display surface is not less than 24 bottles;

2, heap head display

Selling heap mountain, in any period, is a more efficient way to display products. General in-store heap display at least not less than 10 pieces of wine, and supplemented by standardized material display, such as large L display board, handbag display, the whole box paste and so on.

3, terminal atmosphere

Whether it is the wall painting atmosphere inside and outside the store, or the production of in-store cabinet eyebrows, or the use of vivid materials, such as posters, price stickers, plastic paintings, or banners, must be extremely beyond the competition, in order to have a chance. In the terminal atmosphere building, if you can not be in a large number, form more than the opponent, we must do some kind of atmosphere form to the extreme, strong to attract consumers eyes and minds.

4, urban resification

Urban resification is the implantation of product advertisements in the lives of consumers, which can be seen everywhere. Common television, newspapers, radio, outdoor, artillery, doors, walls and so on. If the enterprise advertising cost is relatively insufficient, we must choose a certain form, to achieve the ultimate, with the least resources to maximize the impact and effect. Such as selecting an area, a street, focus only to do spray-painted door ads, or only do spray-painted wall ads, to create a model area, model street and so on.

V. Promotional degree

Public relations and promotion are the core components that are indispensable for liquor sales. Develop to help the nuclear terminal to seize the core consumer groups, core consumer places, to promote, experience, taste the combination of the way to promote the sale of new products, so that consumers quickly accept the product.

Generally speaking, within 1 year to have a planned 4 waves of channel promotional activities, multi-frequency consumer promotions, so that the terminal and consumers feel that the product is moving, help terminal sales, establish terminal sales confidence, stimulate the terminal's main push enthusiasm and consumer enthusiasm.

1, channel promotion: for the liquor industry, within 1 year to do at least 4 channel promotions, you can choose the beginning of March (the off-season before a promotion), the end of April (May Day wedding peak), July once (Thanks for the teacher's banquet), Mid-Autumn Festival one Second (before the peak season), New Year's Day once, Spring Festival once, as for the form of activities must be flexible, purchase awards in kind, purchase award tourism, display prizes, purchase jackpots, cumulative sales awards, etc., but must grasp the time node, then must end, launch the next wave of activities , the cycle time of the same activity must not be delayed.

2, consumer promotion: not only the product itself can bring its own scratching prize, but also must have a gift-buying activities for the terminal, tasting experience, lucky draw, buy can participate in the smashing of gold eggs, into the community line / buy can participate in other recreational activities, core consumer public relations gift.

3, the core store promotion: select large traffic, strong radiation, and match the product sales terminal outlets, especially catering terminals, joint terminals in the in-store strategy series of consumer promotions, and the promotional information fully spread out, such as buy big give small, buy two give one, buy wine giveaways, meals, limited-time wine, limited-table wine (the first few tables), sweepstakes and so on.

4, the core area promotion: for the terminal network is more concentrated, the target consumer group is relatively large area or block, such as low-end liquor in the large row group, centralized sales staff, promotional personnel, marketing personnel in this area non-stop, circular consumer promotion activities, until the target consumers in this area in the consumption of this price wine, can order their own products. If such activity time can last about 20 days, the effect is still very significant, basically can transfer positions or areas, the development of a second model area.

5, the core consumer leader public relations: in the resources allowed, the establishment of a group of opinion leader consumers also through the trial of the product formed a preliminary impression, let the opinion leader to influence ordinary consumers, expand market sales. Can use the opinion consumption leader's wine public relations activities and so on, expand the core consumer group, to help terminal sales, to create a market atmosphere.

In all consumer activities, there is no faster and faster way to start the market than to send wine to let consumers drink, to start the market, but the general enterprise would rather slowly consume, more reluctant to do, in fact, it is more invested.

A rule, if a terminal can return more than three times in a short period of time, your product is easy to become his main push product, and he is very easy to sell, because the terminal has mastered the art of selling your product. If a consumer can consume your product more than three times in a short period of time, he has successfully accepted the quality of your product, taste and other selling points.

Six, the degree of hospitality

The establishment of channel guests is not a question of the number of visits, but a question of the actual value to end customers, mainly manifested in two levels, one is the material level, in the regular channel purchase promotion outside the additional support issues, such as wine, small gifts, consumer tasting and even promoter support; It's not necessarily about the product, it's about the business or life level of the key customer. Efficient guests don't just come from the number of material benefits, but from the depth of the value that the customer thinks you exist.

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